SAN FRANCISCO — Kofi Nartey said real estate is like a seven-layer dip — “When you start getting down to the beans and cheese, that’s when s**t starts getting good.”
Nartey, who transitioned from a successful acting career to business and real estate, told the Inman Connect crowd that his career didn’t really start to flourish until he cut back on the number of tools he was using. By deeply focusing on a few rather than getting surface-level benefits from many, he was able to grow.
Here are Nartey’s four tips for being effective without overextending yourself:
1. Seal your bucket
Nartey said he thinks of the mind like a bucket — you’re consistently working to fill it up, but there’s only so much room to work with. He said we forget about much of the information we take in, which means we are susceptible to losing important facts while retaining not-so-important ones.
He suggests “sealing” your bucket and being careful to filter the daily flow of information to keep only what’s important to your business.
2. Dull the shiny object
“We’re all looking for the next shiny object, right?” Nartey said. “We feel like we need the next thing before we can move forward.”
Instead of constantly looking for what’s next, Nartey said real estate professionals need to use their “shiny objects” until they go dull. “Whatever you decide to opt into, go deep with that vendor,” he said. “Don’t just use the surface level products.”
3. Own the information
“It’s owning the information you already have,” Nartey said.
Instead of reading 15 books per year, Nartey reads three or four books about 10 times each. This method, he said, allows him to draw every piece of pertinent information out of the book and gives him ample time to utilize and master those tips.
4. Use static and dynamic tools
Nartey defines static tools as tools that “must stay the same.” For example, the MLS and your individual brand are static tools. “We’re not getting away from [the MLS],” he said excitedly. “And, your brand is your commitment to your clients.”
“Are you delivering on that offering?” he added. “Your marketing may change, but the brand should stay the same.”
Nartey defines dynamic tools as tools that can be adopted and swapped out over time. “Adopt improvements but don’t shift entirely,” he said.
Here are Nartey’s three favorite dynamic tools:
- Compass Collections: Provides a highly curated user experience.
- Deal Stacking: Nartey uses this methodology, which allows him to focus on the next deal that’s about to close by pouring a disproportionate amount of resources into that deal in order to get it over the finish line while letting other deals simmer.
- Pop Boardz: Provides a non-linear presentation experience that allows agents to anticipate client questions.
At the end of the day, Nartey said real estate professionals must “stay true to your brand promise.”
“Focus and finish,” he said. “Focus on small steps that lead to your larger goals.”