identifying your areas of expertise - reea garton... · identifying your areas of expertise why...

© 1991 - 2011 Julie Garton-Good, DREI

[email protected] International Association of Real Estate Consultants® www.iarec.com

1

Identifying Your Areas of Expertise

Why specialize in two or three topics?

What are the detriments?

How will it advance your career?

Questions to Ask:

1. Which topics do I know well?

2. Which topics do I have the most practical experience with?

3. Which topics have I “earned the right” to be an expert in?

4. Which topics do I MOST ENJOY speaking about?

Five Topic Areas Could Be:

1.

2.

3.

4.

5.



2

Defining Your Most Marketable Topics

Rate 1– 5 (1– Low; 5– High)

The five topic areas are: q1 q2 q3 q4 q5 q6 Total

1. __________

2. __________

3 __________

4. __________

5. __________

Question 1:

Can seminar attendees make or save money with the information, and/or will it keep them out of jail?

(Application)

Question 2:

Does the topic have longevity? It should be a “staple” of the industry, not merely a short–term trend.

(Longevity)

Question 3:

Does the topic require fairly significant updating? (This showcases you as the subject-matter expert.)

(Timeliness)

Question 4:

Could you present the topic in a unique way in order to personalize it?

(Uniqueness Quotient)

Question 5:

What do you perceive as the NEED for the subject in the marketplace, both current and anticipated?

(Need Quotient)

Question 6:

Would it be cost-effective for you to specialize in this topic, and can you pass that cost on to attendees?

(Cost-effectiveness)

Choose your three best topics:

1.

2.

3.



3

Segmenting Your Topic

I. Using your best three topics, list at least three sub-sections for each: (i.e. agency would contain

buyer agency)

1. _______________________________________________________________________

A.

B.

C.

BEST =

2. _______________________________________________________________________

A.

B.

C.

BEST =

3. _______________________________________________________________________

A.

B.

C.

BEST =

II. Now prioritize the subsections using the rating system found on the previous page.

Post your findings at the word “BEST” for each topic.

III. Come up with an eye-popping title for the highest priority sub-section for each topic:

_______________________________________________________________________

_______________________________________________________________________

_______________________________________________________________________

Congratulations! You now have seminar titles for your

three most marketable topic areas!

Julie Garton-Good, DREI


4

Take the free “Take Control of Your Career and Your Life” workshop at:

http://www.oprah.com/article/money/career/20080401_orig_marcusbuckingham_course

You can download the forms that follow from that link.

http://www.oprah.com/article/money/career/20080401_orig_marcusbuckingham_course

with Marcus Buckingham

Copyright © 2007 by The Marcus Buckingham Company, LLC (TMBC).All rights reserved. Reproduction in any form without the express written consent of TMBC is prohibited.

OPRAH.com

Your Green CardsPick one week and record all of the times you felt strong on the cards below.

Print as many as you think you'll need!

I felt strong when... I felt strong when...

I Loved It I Loved It

I felt strong when... I felt strong when...

I Loved It I Loved It

5



OPRAH.com

Your Red CardsPick one week and record all of the times you felt weak on the cards below.

Print as many as you think you'll need!

I felt weak (drained, bored) when... I felt weak (drained, bored) when...

I Loathed It I Loathed It

I felt weak (drained, bored) when... I felt weak (drained, bored) when...

I Loathed It I Loathed It

6

1

2

3

DRILL DOWN. Focus on what really makes you feel strong about this activity. Consider what matters most. Is it who you are doing the activity with/to/for? (family, boss, co-workers, friends) Or is it the content of the activity? (marketing, sales, health, technology) Or is it both?

PICK A VERB. Think about an action word which fully describes what you are actually doing. e.g caring, helping, organizing, selling.

FEEL IT.You should look at your Strength Statement and have an emotional response to it. To that end, consider the language you are using. Does it capture the essence of this Strength and how it makes you feel?

Strength Statement Card

OPRAH.com

Strength StatementTake each one of your green cards and follow the steps below.


7



OPRAH.com




8

1

2

3

DRILL DOWN. Focus on what really makes you feel weak about this activity. Consider what matters most. Is it who you are doing the activity with/to/for? (family, boss, co-workers, friends) Or is it the content of the activity? (marketing, sales, health, technology) Or is it both?

PICK A VERB. Think about an action word which fully describes what you are actually doing. e.g caring, helping, organizing, selling.

FEEL IT.You should look at your Weakness Statement and have an emotional response to it. To that end, consider the language you are using. Does it capture the essence of this Weakness and how it makes you feel?

Weakness Statement Card

Weakness StatementTake each one of your red cards and follow the steps below.

OPRAH.com


9



OPRAH.com




10

KEY OUTCOMES:

•

•

•

Contact www.MarcusBuckingham.com for additional copies.

•

•

•

•

•

•

ACTIVITIES NEEDED TO MEET THESE OUTCOMES: ANTICIPATE:

FOR THE WEEK OF: / /

STRONG NEUTRAL WEAK

•

•

•

•

•

•

© 2007 The Marcus Buckingham Company. All rights reserved. Unauthorized duplication is prohibited.

STRATEGIES TO LEVERAGE MY STRENGTHS AND MINIMIZE MY WEAKNESSES:

© 2007 The Marcus Buckingham Company. All rights reserved. Unauthorized duplication is prohibited.

OPRAH.com


11



12

Understanding the Greek Proscenium Stage

Excerpted from “Acting and Stage Movement for Amateurs and Professionals”, by Edwin White and

Marguerite Battye.

Apron

UR UC UL 5) Weak 2) Strong 6) Weakest

Aloof ie. crowd

scenes

DR DC DL 3) Strong 1) Strongest 4) Less Strong,

Strong Intense, Light,

Intimate, Powerful, Humor

Warm, Climactic

Touching

Pathos

Proscenium

Arch

Proscenium

Arch

Audience (House)

C = Center

U = Up

D = Down

L = Left

R = Right Speaker



13

How to make a MindMap® in 8 steps

Step 1: Start at the center of the page Our mind focuses on the center of the page. That´s why Mindmapping® begins with a word or

image that symbolizes what you want to think about placed in the middle of the page.

Step 2: Don´t be serious! Write down or draw the first things that come up in your mind when you start to think about

related issues, persons, object, goals... Put your thoughts around the central thought. These can

be everything. Even if they look strange or unimportant. Step 3: Free associate As ideas emerge, print one or two word descriptions of the ideas on lines branching from the

central focus. Allow the ideas to expand outward into branches and sub-branches. Put down all

ideas without judgment or evaluation.

Step 4: Think as fast as you can Come up with an explosion of ideas. Translate them in words, images, codes or symbols.

Step 5: There are no boundaries Think "out-of the-box". Everything is possible. Use wild colors, fat colored markers, crayons, or

skinny felt tipped pens. You haven't lived until you've Mindmapped® an idea with hot pink and

day-glo orange crayons.

Step 6: Don´t judge too fast Again, everything is possible. Unrelated issues might be relevant later on. Think like you are

brainstorming. Otherwise your mind will get stuck like a record in that "unrelated word" groove and

you'll never generate those great ideas.

Step 7: Go, go, go.... Keep your hand moving. If ideas slow down, draw empty lines, and watch your brain automatically

find ideas to put on them. Or change colors to reenergize your mind. Stand up and mindmap on an

easel pad to generate even more energy.

Step 8: Add relationships and connections Sometimes you see relationships and connections immediately and you can add sub-branches to a

main idea. Sometimes you don't, so you just connect the ideas to the central focus. Organization

can always come later; the first requirement is to get the ideas out of your head and onto the

paper.

Used with permission of the Buzan Organization.

MindMap® is a registered trademark of the Buzan Organization. Tony Buzan, Founder



14

MindMap®

Using MindMapping® techniques, please map out your legacy in the space below. (Your contribution

to the world once you’re gone…that you are LIVING today!)

Used with permission of the Buzan Organization.

MindMap® is a registered trademark of the Buzan Organization. Tony Buzan, Founder

My Legacy



15

“Money-in-the-Mailbox” Revenue Sharing Programs

Bernice Ross, www.realestatecoach.com 25% revenue share on her “Real Estate Dough®” and “Listen

and Learn Real Estate®” programs. Contact her at [email protected]

Michael & Stacy Spickes, www.americashomerescue.com 10% revenue share on short sale courses

online. Register at http://americashomerescue.com/become_an_ahr_affiliate_

Michael Krisa, www.thatinterviewguy.com Revenue sharing on two products:

www.realestateunplugged.com and www.easyagentvideo.com Contact Michael at

[email protected]

Amy Stoehr, www.realestatemastersguild.com 15% revenue share for referring an attendee to Real

Estate Master Guild’ conferences. Contact her at [email protected] Mention the code

“jgg” when referring.

Julie Garton-Good, DREI, International Association of Real Estate Consultants® www.iarec.com 32%

revenue share on the Consumer-Certified Real Estate Consultant® (C-CREC®) designation and new

business models course. Contact Susan Burr, EVP, to sign up as an Affiliate reseller.

mailto:[email protected]

http://www.realestatecoach.com/



http://www.americashomerescue.com/

http://americashomerescue.com/become_an_ahr_affiliate_


http://www.thatinterviewguy.com/

http://www.realestateunplugged.com/

http://www.easyagentvideo.com/


http://www.realestatemastersguild.com/



http://www.iarec.com/

http://www.iarec.com/ccrec_course.htm





16

Bibliography

“2011 Inman Compensation Survey” at www.inman.com (Access may require subscription to services)

“Go Put Your Strengths to Work: Six Powerful Steps to Achieving Outstanding Performance”, by

Marcus Buckingham, and www.strengthstest.com

“The Truth About You: Your Secret to Success”, by Marcus Buckingham.

“Acting and Stage Movement for Amateurs and Professionals”, by Edwin White and Marguerite Battye.

“Acting: The Creative Process”, by Hardie and Arnita Albright.

“Use Both Sides of Your Brain”, by Tony Buzan.

MindMapping® software mentioned found at www.mindjet.com.

The Consumer-Certified Real Estate Consultant® (C-CREC®) designation and New Business Model

Course from the International Association of Real Estate Consultants® (IAREC®) delivered in live

classroom settings and online at http://www.iarec.com/ccrec_course.htm.

Complimentary PDF of “Real Estate a la Carte: Selecting the Services You Need, Paying What They’re

Worth”, 2001, published by Dearborn Financial Publishing, Julie Garton-Good, author, available by

clicking on the book icon at http://www.iarec.com/why_use_a_consultant.htm.

For further information and speaking availability, please contact Julie at [email protected], or

[email protected]. Thank you!

http://www.inman.com/

http://www.strengthstest.com/

http://www.mindjet.com/


http://www.iarec.com/why_use_a_consultant.htm



identifying your areas of expertise - reea garton... · identifying your areas of expertise why...

Documents