JenniferCummings.com Blog

R.I.C.H. Blog #1

Fri, 30 Mar 2007 04:00:00 GMT

At a recent conference with women leaders, I was asked to share my steps to a rich and abundant life. It got me thinking…In my 15 years of coaching I have discovered that there is a distinction between really successful people, who lead a 5 star life and others, who lead a 2 star life. A person leading a 5 star life may make 250K a year, work 35 hours a week and have 6 weeks of vacation a year, while a 2 star person might make about 75K a year working a 60 hour week and have 1 week of vacation each year. It seems like the difference between the two lifestyles are miles apart, but really, the difference between a wildly abundant life and a life of mediocrity is actually only 6" wide. It is the 6" between your ears!

To illustrate the difference between a purpose-filled life and simply existing, I have come up with 4 steps to a RICH life (and money is just one aspect of being rich).

R – Reprogram. Reprogram your belief system. Your thoughts manifest as your reality and learning to turn what you are thinking into what you are living is an important tool to living a rich life. Putting feeling behind what you are wanting, instead of focusing on the lack of what you have is the best way to bring what you want to you. Physics, as well as movies such as "The Secret" are showing us we do, indeed, create our own reality. We are entering a new consciousness and you want to be at the forefront of this new way of thinking.

I – IDENTIFY YOUR U10. Everyone has a "Unique 10%" or U10. The key here is to identity what makes you unique, what is YOUR Superpower. Then, do more of that. When you are using your gifts, your energy is vibrating on a frequency that is drawing that which you want unto you. Try to focus your attention on what you do well, and you will be amazed at how the success will start flowing.

C - CONNECT WITH LIKE-MINDED PEOPLE. Your Mother is right, you ARE who you hang around. Are you spending time with positive, energetic people who are going places or are you hanging around with negative nellies that are keeping you from reaching your goals? When you surround yourself with successful people, it is likely that you will be inspired, on a subconscious level, to emulate their prosperity. Their abundance consciousness is taking you along for the ride!

H - HAVE A HIGHER PURPOSE. Spirituality in business is no longer an option, it is a necessity. In most successful people, there is a need to contribute. Not by making money, but by making a difference. The old "me me me" approach to business is just not relevant anymore. Cristina Martinez is a wonderful example of this. Although she is one of the most successful Realtors in the business, she takes the time to give back to the community by buying busses for inner city kids. I can't think of a better way to give thanks for the abundance that you have created in your life than by sharing it with others.

By implementing these 4 important steps into your life, you will undoubtedly experience not only an abundance of riches in terms of prosperity and success, you will also feel a richness of soul. And what better gift can we give ourselves than that?

Einstein and Me

Tue, 21 Aug 2007 04:00:00 GMT

My self-appointed mentor, Albert Einstein, once said…

"The secret to creativity is knowing how to hide your sources."

I am a big fan of both the man and the message. And here's why…

Simply put…our own unwillingness to accept ourselves as creative beings bogs us down. I happen to believe we are ALL wonderfully creative. However, I also know that most of the time we don't feel that way, especially when we're working on marketing campaigns and other promotional endeavors in our work.

For example…

How many times have you sat in front of your computer screen and willed a brilliant ad to materialize? If this sounds familiar to you, then I have a question:

How big is your marketing antenna?

What I mean by this is that creativity is simply being open to inspiration, and, if you have your antenna up – that is to say that if you are paying attention to other good marketing out there – you WILL learn the secrets of the master marketers.

And I'm going to share one of those secrets with you right now! Do you have your antenna up? Well, get ready folks, this is a good one…

It is better to edit than to create!

Now you may be saying, "Just what does that mean?' Well, let me explain...

Creativity is driven by curiosity. Pay attention! Ask questions! Get inspired! Success leaves clues, my friend! Have that antenna up and you will find inspiration in the most unlikely places.

If you need to create a postcard, for example, you may find something really juicy you can use on the back of your grocery receipt, or in the way a dish is described on a menu. Or your teenager might actually say something incredible that you can use! Perhaps you can even justify reading that tabloid because the ads in the back have amazing copy that really gets your own writing juices flowing.

The National Enquirer is one of the most expensive magazines to advertise in, so those ads in the back HAVE TO work!

By taking an existing marketing piece and editing it as your own, all the work is done for you! You just have to breathe it all in and then make it our own –

what a relief, huh?!

Einstein was absolutely right…

Creativity is being mindful enough to be stimulated by your environment. You then simply edit and mold that environment to fit your needs. We don't need to reinvent the wheel every time we have to create a new ad or marketing piece – we simply have to let our surroundings illuminate our own wheels turning inside our heads.

That Einstein was onto something. Maybe he was so in-tune with his environment that the theory of relativity was something he creatively lifted from him own surroundings!

If we sharpen our own antennas, we could ALL be little Einsteins…

changing the world one postcard at a time!

Powerful Ah-ha�s From Marketing Boot Camp

Thu, 19 Jul 2007 04:00:00 GMT

Powerful Ah-ha's From Marketing Boot Camp

After recently conducting a Marketing Boot Camp in Los Angeles for an intimate group of VIP's, I have to tell you…it was – hands-down – one of the most powerful events I've ever had the pleasure of leading.

Sometimes you just have a special group of people who are very open and excited to learn…and this was one of those times. Wow!

And I wanted to share some of the amazing Ah-ha's that came up during this incredible event.

Now, you might be thinking…"What exactly is an Ah-ha?"

An Ah-ha is simply that wonderful moment of epiphany when your brain tells your body, "Yes! I get it, and this is going to have a profound effect on my life!"

I absolutely believe that the distance between where you are now and where you want to be is simply 6 inches – the 6 inches between your ears! And my job is to fill those 6 inches with powerful, life-changing information.

As a coach, it is wonderful when I see a client's face light up during an Ah-ha moment. Those moments in our lives truly change the way we look at things. And as more and more people are now discovering – what we focus on, we manifest! So, changing the way you think leads to a more powerful and productive focus, which produces faster manifestation of your intended results.

Simply, these "magical" Ah-ha's are the light bulbs that illuminate your path to success!

Here are just a few of the Ah-ha's that came out of our Marketing Boot Camp:

"At the Boot Camp I realized that, as salespeople, our advertising was very 'transactional based,' which is totally opposite of who we really are. The clients that already knew us saw the service heart. The potential customers we were trying to reach through advertising saw us totally different...what a waste of money!"

~Honore Frumentino, The Frumentino Team, Deerfield, IL

www.TheNorthShoresource.com

Now, a lot of people ask what "transactional based" really means. Good question!

It's simply a way of doing business that is completely impersonal – you know what I'm talking about. It's that way of treating your clients like numbers instead of building a relationship with them before, during, AND after the sale.

In fact, did you know that the #1 complaint about salespeople is that customers feel they are treated like a "walking commission check"?

You MUST look at what the lifetime value of the client is, of what the referral value of the client is – NOT at what you can get from that client NOW.

Approach each new – and old – client with a heart of service. If you're of service, the money will follow.

Not only is that good karma – it's just good business.

And another Ah-ha…

"At the Boot Camp, we discussed the criteria that are important to buyers when describing the ideal property for them, especially prioritizing the list of features. You can never get them all right, but you can go a long way towards getting it mostly right if you know the clients priorities. I have put this into practice when speaking with a buyer that I just put into escrow yesterday. I ONLY HAD TO SHOW HIM 4 HOMES AND HE WAS READY TO BUY!"

~Susan Kazmarek, Rancho Santa Fe Properties, Rancho Santa Fe, CA

This Ah-ha has to do with a subtle distinction, but one that can be very powerful.

In this case, Susan not only asked her client what he wanted in a home, but also asked him to prioritize the features he wanted most. This enabled her to be much more high-dollar productive, AND more importantly, better-served the needs of her client.

So, instead of trying to find a property that meets ALL of your client's needs, you can find a home that meets the most important ones. By knowing what your client wants most, you are not finding them a house – you are taking them home.

At the end of a coaching session or a class, I like to ask my clients what their Ah-ha's are because it is very important for them to recognize that they have had a shift in thinking.

When people are inspired to change their paradigms, they will attract more, be more and do more.

After reading this, what is YOUR Ah-ha?

Just What is Potato Chip Marketing?

Tue, 22 May 2007 04:00:00 GMT

Just What is Potato Chip Marketing? Simple…
It's a Fresh Approach to Marketing That Actually Works!

Question: What do real estate agents have in common with potatoes and pigs?

And no…this isn't some funny joke. It's actually a very serious question. Any ideas on the answer?

Very simply…real estate agents, potatoes and pigs are all
commodities – products that can be bought and sold.

Now I know real estate agents don't like to think of themselves as something so common and available as potatoes and pigs, but it actually gets worse! In the July 2006 Harris Poll (one of the most respected polling organizations in the country), real estate agents ranked LAST among the "Most Prestigious Occupations." Last! Even behind lawyers and used car salesman! Can you believe that?

That's a pretty staggering blow, isn't it? But let's face it folks, real estate agents are just not very popular these days. Sound pretty hopeless? Well, there's a solution…and it's called Potato Chip Marketing!

So just what the heck is Potato Chip Marketing?

Potato Chip Marketing is a success solution. It combines proven marketing strategies with a "Give to Get" philosophy that is lacking in business today.

Most real estate agents operate in "me – me – me" mode. It's not necessarily your fault, it's just the philosophy that's perpetuated by a lot of the trainers and marketing firms. And, honestly, that's probably why real estate agents are dead last in the popularity polls. Now enter Potato Chip Marketing…

Potato Chip Marketing suggests that the complete opposite of what is
commonly practiced is absolutely necessary.

People often ask me why I call it Potato Chip Marketing. As a speaker and consultant, I needed an easy way to demonstrate the philosophy that has taken me 10 years to develop.

I often tell this story…

If I offered you a million dollars to get a squirrel to eat potato chips out of your hand, and the only tool I gave you was a bag of potato chips, you wouldn't pummel the poor animal with chips, would you? No.

A better strategy would be to start laying a few chips near his nest to entice him and – after the squirrel has eaten those chips – you would create a trail that eventually led to you.

And…once the squirrel has gained your trust, he will be eating out of your hand.

It's the same with your prospects!

They don't want to be assaulted by phone calls and multiple pieces of mail with your photo all over it. To attract clients, you need to offer a few valuable "potato chips" – with no strings attached – and once you have gained their trust, they'll be "eating out of your hand," too!

Now, what do I mean by "offer a few potato chips?" Well, your "potato chips" are just a metaphor for something of value.

Think..."What can I give my clients?" instead of "How can I get my client's business?"…

It's a change in approach.

And the easiest way to do this is by giving information. This can be in the form of a special newsletter (but not a newsletter like all the other cookie-cutter newsletters that other agents have been sending out for years) or a ground-breaking free report. Your potato chip can also be an invitation to a special event or even a small gift. This "give to get" philosophy is not only good karma, it makes good business sense as well!

Potato Chip Marketing is no longer a luxury – it's a necessity.

By implementing these principles, you are offering a way of doing business that actually puts the client first – no hidden agenda, no hard-sell – and THAT is what will guarantee your success.

Remember, there is a whole new generation of buyers and sellers out there, and the old ways of doing things are not relevant anymore.

"Give to get"…and the "squirrels" will be eating out of your hand in no time!

A Different View of Today's Market...And How to Thrive In It! (Part 1)

Mon, 16 Mar 2009 04:00:00 GMT

Isn't it amazing how time gets away from us? I haven't blogged in SO long, but just knew it was time to start up again. These are interesting, exciting - even sometimes scary - times we are in. I always seem to have a little different outlook or view on things than others out there, so...I hope you find this helpful! ~JC

Use The Success Triad…To Thrive in Today's Market!

This is an amazing time to be an agent! And I don't mean that in the false "rah-rah…let's all think positive even though we want to crawl into bed and pull the covers over our heads" way of thinking.

I mean that in the "survival of the fittest" way of thinking.

This is one of those times when good agents become great ones. When great agents become legends…and when everyone else sends in an application to work at Starbucks.

This is the type of market that will force you to practice excellence as a way of life. Think of it as the best self-help and success course – that you are getting for free.

Why do I say this?

Because in the demand-driven market, you could get away with lazy, sloppy business and still do pretty well. But today we're experiencing the consumer-driven market.

Consumers have become more savvy, more discerning – almost overnight. And that means that you get the opportunity to step-up your game and become the businessperson that you know you can be.

The elements of success have not changed. It is simply that the great and legendary agents have already made them a way of life, whereas the other agents have been one-hit-wonders or "lucky."

Those days are obviously over.

If you haven't been living the three core fundamentals of true, lasting success then now is the time to start living and practicing those fundamentals. Of course, if you aren't ready for massive success, then I hear Starbucks is hiring.

The Success Triad Fundamental #1: Mindset

The three core fundamentals of true lasting success are built like a triangle. At the base – the critical foundation – lies mindset. The only difference between people who are rich and those who want to be rich is what they think about. There are a lot of self-help books, programs, DVDs out there that all teach this fundamental principle of…what you think about comes about.

Another way to say that is that what you focus on you manifest.

Why is that critical to your success today?

Because if you are thinking about how you can survive this market that is what you are going to create. Survival. Contrast that with the agent who is 100% focused and committed to thriving in this market.

These two agents will have a very different outcome.

The agent with the positive attitude will automatically be more attractive to prospects. If you are focused on the negative elements, you will miss seeing the business opportunities that the positive agent will effortlessly spot. You must cultivate a state of positive expectancy.

There are only two things you are doing in business all the time.

You are either attracting or repelling business. There is no neutral.

The Success Triad Fundamental #2: Mechanics

The second core fundamental of lasting success is mechanics. Mechanics are the "how-to's" of any business.

And mechanics are what most agents love to focus on.

But mechanics without mindset will not make you successful.

People who learn how to "build rapport" without an abundant, positive, generous mindset will always come off as manipulative and untrustworthy. And people who learn the powerful marketing strategies that I teach, but who fail to adopt a "give to get" mindset, will not be successful.

Once you do have the mindset in place, however, there are certain skills that you can use to boost your business into the stratosphere. Particularly in this market, there are several tools that will have you dominating your market in no time flat.

Because consumers are now more demanding and informed, it makes sense that to compete effectively you are going to have to "up" your game. And how do you do that, you ask? Well…

The #1 way "up" your game is through marketing.

Building your marketing toolbox is the most powerful thing you can do to insulate yourself from competition. Creating a powerful marketing machine that can generate a predictable, steady stream of prospects that are qualified and committed to working with you is the tool to cultivate in this market.

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Stay tuned for part 2 of these thoughts...this one's getting too long! I wish you nothing but success and prosperity. Remember, though, success and prosperity involve much MORE than money!

"We make a LIVING by what we GET.

We make a LIFE by what we GIVE!" ~Sir Winston Churchill

A Different View of Today's Market...and How to Thrive In It! (Part 2)

Mon, 23 Mar 2009 04:00:00 GMT

This is the remaining part of the blog topic from 3/16/09...enjoy!

The Success Triad Fundamental #3: Momentum

The final element of the success triad is momentum. A lot of times when the market slows we go into "analysis paralysis." We start trying to figure it out, but we forget to then take action. A year or two ago you might have been able to take some time off, regroup and rest on your laurels – but that's no longer the case.

The good news is that you only have to take a little action to surpass the competition.

I call the three key components to keeping the momentum up and taking action…

"The Three A's of Action":

1. The First "A" of Action is that you must have an Actionable Environment.

Your environment can add to your energy or deplete it. Simply put, your mother was right when she told you back in your high school days that "You are who you hang around!" In other words, don't spend time with the "Negative Nellies" that bring you down and zap your energy.

You want to spend your time with people that are future-focused and more successful than you.

Also, your physical space is important. Take a look around your office, your car, your home and ask yourself honestly, "Is my environment conducive to my success?"

Get your house in order and prepare yourself to take action and be successful.

2. The Second "A" of Action is Accountability.

We are pros when it comes to rationalizing to ourselves, but what soon happens is that we build excuses instead of a business.

When it comes to accountability, hiring a coach may be the single most powerful thing you can do to get yourself into action. Most agents start trimming the budget when it comes to a slow market – but cutting a coach from your budget (or not having one in the first place) is the worst possible decision that you can make.

Hire the best coach or join a mastermind group that makes you tow the line. There are times when the "do it yourself" model just isn't the right approach. And relying solely on your own ability to motivate yourself day after day, week after week is the best way to end up making someone else's morning mocha.

3. The Third "A" of Action are setting Activity Goals.

These are the final keys you need to take the action necessary to create momentum. It is critical that you be focused on activity goals rather than performance goals.

I teach my own private clients to take small, consistent, daily actions. I would rather you do several small consistent activities on a long-term basis than one big bang. It's like trying to lose weight by having one marathon workout every month. You'll just end up fat and sore.

The same principle applies in your real estate business. Take small daily steps and make them habits that move you forward towards your goals.

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Learning and implementing The Success Triad in your business will make you an agent that all other agents look up to. You can have everything you want in this market. You can either thrive or survive.

It is up to you.

But I will leave you with this. In a market like this it is actually easier to succeed and create a business that will take care of you for as long as you want to run it. This is the market "that separates the boys from the men." Or the baristas from the super-agents…

To your success!

Jennifer

P.S. Check out our new, super-cost-effective, online real estate marketing system at www.PCMtools.com. The principles in this article are infused into this system. It's like nothing out there! Take a free 15-day test drive!

If You Don't Offer S'mores...You Should!

Tue, 23 Feb 2010 05:00:00 GMT

Show me a man who cannot bother to do little things and I'll show you a man who cannot be trusted to do big things. ~Lawrence Bell

It was a just a s'more.

Yes, I'm talking about a graham cracker, a little chocolate and a marshmallow. It probably had a cost of a half-cent to the business offering it, but that s'more made an impact. It symbolized a small act of kindness and generosity – with no expectations attached – that made a lasting impression.

And THAT, my friends, is what each of us MUST replicate if we want OUR businesses to last and thrive in today's unpredictable economy.

People are interesting, aren't they?

The personalities, the opinions, the baggage we all carry. But this "s'more experience" I'm going to tell you about reminded me of just how simple we can be…how little it actually takes to make us happy and to make a lasting impression. Let me explain…

If you're ever in La Quinta, CA, you MUST eat at The Homestead Restaurant. Not only will you have one of the best meals of your life, but you'll also get a massive lesson (from the welcome to the goodbye) in true, lasting and meaningful customer service. No matter what your profession – take note!

As we walked into the lobby of The Homestead for dinner, it was crowded – very crowded. Always a good sign for a restaurant. But, I didn't feel like I was in a restaurant. I felt like I was in a comfy country resort just relaxing the day away.

While waiting to be seated at our table, they placed us in front of a quiet fireplace with calming music playing in the background. I noticed young families, older couples, middle-agers, twenty-somethings…all types and ages of people around me. Another good sign.

Here's where it starts getting really brilliant…

A nice young woman soon came around with a tray full of graham crackers, chocolate squares and marshmallows. You guessed it – complimentary s'mores while you wait.

We roasted our marshmallows together over the fire, and we had fun with that simple task. The gooey fingers, the delicious hot marshmallow melting into the cool chocolate and the crunchy graham cracker…makes your mouth water just thinking about it, doesn't it?

Now, if that was not memorable enough, it got even better.

There was an elderly couple sitting next to us while we waited. The hostess recognized them because they'd come in and had lunch there that same day (she even remembered they'd had the chicken pot pie!).

As she was helping them get their ingredients off the tray, the elderly woman – rather sheepishly – told the hostess that they'd only come back to have a s'more. They weren't going to eat supper as they were still full from lunch but just needed a little something sweet.

The hostess then made a decision that will dramatically increase revenue for The Homestead Restaurant – guaranteed...

She said so sincerely, "You all come in ANYTIME for a s'more – it doesn't matter if you eat a meal or not. We just love seeing you!"

You could tell they were so pleased and touched by her kindness. It was evident on their faces.

Now, you may be thinking, "How could THAT dramatically increase revenue? It was just one older couple and a s'more."

Here's the deal…

You know as well as I do that that couple will tell absolutely EVERYONE they know about their experience at The Homestead Restaurant in La Quinta, CA. However, the other 30-plus other people who were in the lobby waiting and listening will as well – me being one of them. Heck! I'm even writing a blog about it that thousands will read!

That small act of kindness – that inexpensive s'more – and those kind words will come back to that business ten-fold.

What are the "s'mores" of your business? And, no, I'm not saying to give your clients or agents or students s'mores every time you see them! You know what I mean…

What are the small touches, the meaningful words, the spirit of sincerity you offer that make a lasting and memorable impression on people?

For our clients, we simply send them a book we know they'd like. Not an expensive one. Just one we know would mean something to them based on what we've learned about them.

But these things – the small touches – don't have to cost money. In fact, some of the best ones don't!

For example, we also make a point of being sure that every single communication people have with us or from us (whether in person, by phone or by e-mail), is kind and personalized. For instance, you wouldn't believe the compliments we get simply because we take a few extra seconds to add personal touches and comments in our e-mail communications with people.

Here's the bottom line:

If you want repeat clients…

If you want referrals…

If you want word-of-mouth marketing working for you...

If you want to be trusted with the "big things" in people's lives…

Or if you just want to be a good person…

Practice the "s'more" style of customer service.

Give – with no expectations.

Do those little things and you WILL be trusted with the big things.