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Neela Sakaria: Thank you for taking the time to speak with us, Mr. Zagaris. Can you start by telling us a little more about your motivations for writing THE PMZ WAY, Strategies of Highly Successful Real Estate Agents?
Mike Zagaris: Many people are seduced into entering the real estate business because of market conditions. These individuals have little understanding of what is really involved in building and sustaining a successful career. I want to provide those contemplating real estate as a career choice with a realistic sense of what it takes to succeed.
Neela: The book contains many anecdotes from your friends and colleagues. Can you tell us more about your reasons for formatting the book that way, and also some of the logistics involved with collecting these stories? How did you go about that?
MZ: At PMZ Real Estate we have over 400 real estate professionals. Every one of them has a great story to tell. I identified a couple of dozen based on what I felt was the relevance of their experiences as they related to the themes of the chapters in my book. Marc Grossman conducted the interviews with the agents. I have worked with Marc before and found him to be a writer who was able to capture the essence of the people he worked with.
Neela: In the book, you mention the Real Estate industry's transition from being a transaction business to a relationship business. You also include a chapter entitled "Take Care of Your Clients." Some might consider that to be common/good business sense. Have you truly found relationship management to be something that is lacking among agents?
MZ: You are correct in suggesting that taking care of one's clients is just good common/business sense. Insofar as a large percentage of individuals entering the real estate field lack either prior sales training or customer service training, it is true that relationship management skills are often lacking. This problem has been compounded by some industry trainers who have emphasized impersonal business development strategies at the expense of relational matters.
Neela: Another lesson you discuss is building one's personal brand. Can you explain that a little more for our readers? What exactly does that mean?
MZ: There are so many people in the real estate business that it is difficult to stand out...to be noticed. The development of a personal brand...a way of both calling attention to yourself as well as making it easier for people to remember you is very helpful. So when Georgia Bilyeu on our team uses the slogan "Georgia on My Mind" she makes it possible for prospective clients to remember her and her message.
Neela: Real Estate is certainly a hot topic these days. Have you noticed positive feedback and increased interest towards your book as a result?
MZ: I have attempted to construct a message that is of consequence regardless of market conditions. I have received a lot of positive feedback and interest, but primarily because my book tells it like it is and provides the prospective agent with an honest assessment of what is really involved in a real estate career.
Neela: Would you say that some of strategies in this book are applicable to more than just a career as a real estate agent? Any strategies in particular?
MZ: I think that all of the strategies included in my book are appliciable to anyone who is an independent contractor salesperson regardless of what they may be selling.
Neela: If you could only give one nugget of advice to someone considering a career in real estate, what would it be?
MZ: Accept full responsibility for your career and life.
Neela: Are there any internal qualities that successful real estate agents have, that in your opinion cannot be learned?
MZ: I think people can learn just about anything.
Neela: Are you working on any additional writing projects?
MZ: Not at this time.
Neela: Do you have anything else you'd like to share with our readers?
MZ: Real estate agents who embrace the strategies discussed in my book are not only financially successful people, but tend to be very happy people.
Neela: Thank you for your time.
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