Gary Keller, co-founder of Keller Williams Realty International, heads the second-largest real estate company in the country. In The Millionaire Real Estate Agent, Gary Keller describes six false statements that may keep real estate agents from achieving success. These “myth-understandings” could ultimately apply to other professions as well:
Myth: I can’t do it.
Truth: Until you try, you can’t possibly know what you can or can’t do.
Myth: It can’t be done in my market.
Truth: Yes it can, but you may need a new approach.
Myth: It would take too much time and effort. I would lose my freedom.
Truth: Time and effort are not the deciding factors in success.
Myth: It’s too risky. I’d lose money.
Truth: Risk is in direct proportion to how well you hold your incremental costs accountable to producing incremental results.
Myth: My clients will only work with me. Only I can deliver quality service.
Truth: You clients aren’t loyal to you. They are loyal to the standards you represent.
Myth: Having a goal and not fully realizing it is a negative thing.
Truth: Having a goal and not trying to achieve it is a negative thing.
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