Let’s say you’re on the phone with a sphere-of-influence contact or you casually cross-paths one day—who brings up real estate? Is it you or them? If you ask me, that’s the ultimate acid-test 🧫 of your marketing and brand-building efforts. If done correctly, your marketing and branding should keep your contacts “warm” so that they think of you first for all-matters real estate.

What’s more, it can be challenging to steer your 1:1 conversations towards real estate. “Oh, before I let you go Bob, are you or is anyone you know planning a real estate move any time soon?” Bob’s internal voice is like, “Oh, now I see the real reason why you called.” 😑

Don’t get me wrong, I’m not saying there’s never a time to be direct or ask for the business. However, effective sales is about earning the right to make a recommendation, as Phil M. Jones puts it. So, how do you earn that right? Well, what if that became the strategic goal of all your marketing efforts: to earn (and exercise) the right!

Picture this: every post, every email, every video—packed with value and delivered with expertise. You're no longer just another agent, you're the trusted advisor. And the best part? When the time comes, they'll bring it up themselves, without needing a push or prod from you. It’s what Jay Abraham describes as the potent power of preeminence!