OKAY KAREN – BUT TELL ME THIS – What makes you so qualified?
I am a believer in the school of hard knocks. I truly believe that you learn by working with experts and then getting out and doing it.
When I was a kid, I worked at my dad’s service station. Every Saturday, I would pump gas, up-sell wiper blades and air filters (I got an extra .50 cents per item and was the number one sales person at the age of 12), collect the cash and drive the cash (yes, I was 12!) to the bank so that my dad could pay for the gas load on Mondays. My dad’s stations were busier than any other station in the entire area. For years and years Shell Oil would give out an Image Award that my dad received more often than anyone else in dealer history in his tri-state area. This award was given to my dad because of the outstanding presentation of his businesses. He had an assortment of rose bushes and shrubs all in a landscaped area in the front of the station. We painted the curbs white every single Saturday morning (to this day, I can paint faster than anyone!) and washed every pump from top to bottom daily. When you went into the office, you were greeted with a fresh hot cup of coffee, a newspaper and offer to drive you back home and come get you later when your car was finished. The bay racks were painted once a month in bright yellow and the walls, windows, and floors were treated, scrubbed, washed and dried every single night. We wore white shirts and were required to bring an extra one with us in case we got dirty-we were required to change. We were required to scrub our hands if they were dirty too. Here is the best part, every evening, and I mean every evening, my dad would clean the bathrooms, because none of us had passed his test in being able to clean them good enough (we were smarter than he thought…), he would get on his knees, and scrub the tiled floors, then the walls, wash the toilet, sink, and mirror. He would replace the hand towel and soap, wipe down the coat rack and then add new fresh flowers!
Obviously I was learning from and expert…
So, my dad would get his Image Award, but also his Top Performer Award, Dealer of the Year Award, Gallon Master Award, (for the most gallons pumped)… and the list goes on and on.
“My Dad, the Ultimate Property Designer”
My Dad knew what it took to get people in the door, have them want to be there and be willing to pay more for the same service they could get somewhere else. Thirty years ago, my Dad was making $200,000+ a year, pumping gas and changing oil.
He understood a few of the very basic principles…
- He knew who his customer was and what was important to them vs. himself
- He knew how to market –and from where… (more on that later)
- He knew where to get the most bang from his buck and not over or under spend
This was the beginning to what would later be the 5 proven strategies that I use today to turn my properties (and my client’s) in ½ the time regardless of the current (or lousy!) real estate market.
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