Wednesday, March 2, 2011

Cost savings or.... Investment Freeze?

Too often we cut costs in our real estate sales business with out an investment analysis of the implications of what we are doing. The consequences can be minimal or catastrophic.
What is an investment? It is money, effort or time that is spent to receive a return on that investment. The simplest investment is a monetary investment in a bank account. Deposit a dollar in a bank account today and you will get interest, low interest, agreed, but you will get a return. If you want a greater return you usually must take on a larger risk or greater sacrifice. A Guaranteed Investment Certificate will pay a greater return over a longer period of time. Guaranteed returns come from the sacrifice of time of the investment period. A greater risk again would be the purchase of a stock or bond in a business or company. Greater return from more risk in the investment. We all know the consequences of risk. Without risk our returns would be paltry!
We also understand that in an efficient marketplace we need to hold our costs to as low as possible. The profit equation is simple, the amount of profit from any venture is determined by the gross revenues produced minus and expenses. So when we decrease our expenses our profit will go up! Or will it?
So many times I see mistakes made in determining what are good costs and bad costs, expenses that should be maintained simply to keep your revenue streams increasing rather than holding neutral or even decreasing.
For instance, recently a sales associate in my office decided they should give up their office at our branch as the cost to have an office was just too great to bear in their opinion. This person considered the office cost an expense. My contention is for that particular agent the cost of an office was an investment. It was truly an investment in their business and time. The office allowed them to organize their business. It was a focal point for them to be in  business. It allowed them to concentrate and stay in connection with the Brokerage as a whole. They did not consider objectively the true returns that this investment in an office gave them.My bet is that for this particular agent their business will stagnate as they attempt to stay focused in whatever new office organisation they prepare.
Also of concern is  the impact a change like this will make in the personal life of a sales associate. I like to go to work to be at work. There needs to be a break from your personal life and your business life to allow sanity to prevail. So for me, an office allows this barrier to exist. I would argue that the cost of an office is indeed an investment in you, not a cost to be reduced.
Some costs are necessary for success and this is just one. I just as easily could have written this article on advertisement, marketing, personal assistants, professional development, personal fitness training, equipment, etc. Office costs are just an example of a necessary evil that our business insists on for success.
Sometimes we just need to prioritize for the better of our business and our lives.We need to invest in our business and ourselves.

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