Welcome to this week's lesson with Charles Tarbey, where we explore the prevalent issue of Short-Term Thinking in business. Since 1995, Century 21 has built consumer awareness through national television. In the past, being on TV was synonymous with success, significantly before the internet changed the landscape. Today, with countless TV channels and social media, standing out is challenging. Many real estate professionals still chase immediate business instead of nurturing their brands for the long term. Contacting past clients is a revealing exercise for new offices. The high rate of undeliverable messages highlights the neglect of long-term engagement. While social media provides exposure, it requires consistent effort to stand out. Gimmicky tactics may attract attention but often miss the mark with potential clients. Gaining trust is simplified when you are part of a well-established brand. Effective branding demands time, investment, and ongoing commitment. Reflecting on my journey, launching my first TV campaign in 1986 was pivotal. With 94% of homes not on the market, agents must remain at the top of future clients' minds.

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