You might wonder how I went from being a professional club and radio DJ to a real estate investing professional…
Let me share a quick story with you.
Today I happened to come across some commercial CDs I mixed for record companies when I was still very active in the clubs, radio and studio.
Putting aside my memories of the tunes, I couldn’t help notice how perfect the mixes were. I’m not saying this arrogantly, but because the technology to ‘press a button & auto-mix’ was not going to be invented for more than a decade, the countless hours dedicated to make the transitions flawless was about one thing:
To deliver the BEST possible product for the customer.
I put every ounce of expertise into each CD I produced … in other words, I FOCUSED on the outcome…which was to have the customer enjoy the selection of music and the way it was chosen to play while having it blend so well they couldn’t tell when one ended and the other began. It was … to just have them enjoy 74 minutes of pure seamless mixing … something that really lacked only a short decade ago.
Applying My DJ Expertise to Make Me A Real Estate Investing Professional
Today, I’m teaching other Real Estate entrepreneurs how to expand their business and attract joint venture capital, how to organize and clear all the clutter in their lives so their business is seamless … it’s no longer a burden and it is ALL related to FOCUSING on the outcome.
Your outcome should be that your solution is seamless, it’s easy for your JV partner, investor, customer and so on to enjoy the experience. If there is anything I can take away from my 20 years of DJ-ing in the clubs, it’s this:
I was ALWAYS focused on the result for the customer.
For example, my friends knew for the first hour of every night I played, I was to be left alone.  Why? It was because I was scanning the club, watching people, looking for emulation (people dancing off to the side of the floor which means they want to get ON the floor). I was setting the pace for the rest of the night by looking for groups of people and key elements that would help me program my music to make that night the best it could be for THEM.
I wanted to ensure people were happy with their choice to come; Â in marketing language, I was focused on retention because they had already paid ONCE to get in, but I wanted to make sure they came BACK.
Even my choice to play ‘only dance music’ was a deliberate one to cater to a certain ‘client’ and it’s why I packed my nights …there was certainly NO CONFUSION of what you were going to hear when you came to see me play.
Sure, there were many clubs trying to be a variety to ‘everyone’ but what did that do? It caused more conflicts (confusion-disconnect) between groups (physical and verbal) than the norm. And that’s just one example. But that’s because all the club cared about was today’s dollar, not the longevity of tomorrow’s dollar.
On a pure business level, promotional items, marketing and advertising was much more costly for the vaiety club because they didn’t have a definable target market, where-as my club knew the direction they wanted to go and targeted audiences using print and specific radio advertising where their market listened and read.
And that my friend is how you approach your Real Estate business – whether it is attracting JVs, or clients if you’re a realtor or even building your property management company; when people hear your name, they know what they are getting … they immediately should think of your product, service, expertise and solution you offer.