Feature Article In CanvasRebel Internet Magazine
Finding the Unicorn
I was privileged to work with a husband, wife, and brother trio wanting to expand into Arizona from New Mexico with their successful tattoo lounge business, Shadow of Comfort Tattoo. Tim, Delia, and Gilbert knew finding a location which will allow a tattoo lounge was going to be tricky. Gilbert's first location in New Mexico took him 3 years to find, and he expected the same in Arizona. When they signed on with me in August of 2021, Tim and Delia shared it was Tim's dream to open up a tattoo lounge here in the east valley. I was very moved by their passion and excitement, and I couldn't wait to start working with them. When I told them I could find them a space by the end of the year, the wrinkled nose and eyebrow raise of skepticism showed on their faces. I told them finding the "perfect space" would be like finding a unicorn. However, I also said I had been working on developing a way to breed unicorns and to have faith in my abilities.
I knew, with just a little bit of effort, I could find the location they were dreaming about. Within a few weeks, I had given them some options. Shortly after going on tour with them, Delia asked me to hit the pause button for a few weeks. Tim had caught COVID-19, and she was putting all her time and efforts taking care of him. Then, the unthinkable happened. Tim was admitted into the hospital for treatment, and tragically passed way a few days later. The one whose dream was to have a tattoo lounge in the East Valley was gone. Personally, I was heartbroken for Delia, Gilbert, and all their family. Professionally, I figured they would no longer need my services. Boy, was I wrong!
6 weeks later, I get an email from Delia saying the following, “Hi Amy, I wanted to drop in and let you know my brother and I are still wanting to move forward with the tattoo shop. This was all Tim's idea and I know he's cheering for us.”
How could I not come through for them, now? I poured my heart and soul into finding a space. Luckily, one of the options I had provide them before was still available. We moved forward with a space in Tempe. I negotiated everything to lease signing right before Christmas 2021, and then it came to a screeching halt.
The City of Tempe finally returned a call and said no Tattoo at that Tempe location. It was another gut punch. Delia said, “Tim obviously believed this was not the right space. The unicorn is still out there!” I said Okay!
January, I started the process all over again searching for the perfect property in the perfect location with city and landlord approval. It took about 3 months, but the unicorn finally showed herself. It was the perfect center with good business synergy, and the space was meant for them. A former salon, little improvements were needed. Negotiations we smooth, and upon lease signing in May 2022, Delia said, “You promised me you would find our unicorn, and you did!” Tim is looking down on us right now with his gigantic smile knowing dreams still come true!
Shadow of Comfort East Valley Tattoo is located at Ray Rd and Kyrene. A bright, open, and airy tattoo lounge with gifted artists! And you never know, you might just see a unicorn!
Feature Article In Voyage Phoenix Internet Magazine
Voyage Phoenix Interview
What do you think helped you build your reputation within your market?
The simplest answer is preparedness. Now, I am sure you are asking yourself, what does she mean by preparedness. Isn’t every broker or agent prepared? The answer is not always. Not every broker is prepared in a transaction, but that is not what I am talking about. I am talking about preparing the client which therefore makes for a smoother transaction for the other side as well. For example, Commercial Property Connect has a proprietary system called The Intentional Search© . This system prepares a client for what to expect in a transaction. It educates them on what the landlord will be asking for when the time comes so I get that financial information from them ahead of time. By doing this, the transaction runs smoother and is not held up by tenant paperwork. I spoke with a Property Manager recently who referred me a client of theirs. She said, “I have never referred a client to another leasing agent as I normally don’t trust agents. They are usually only focused on the commission, and not on the wellbeing of their client. You are different, Amy. You prepared your client with realistic expectations and provided the needed paperwork immediately. Working with you was not painful. I know you will take care of my referrals.”
I know I have built a great reputation when someone else refers me a client they could have handled on their own. To me, that is the ultimate compliment!
What’s been the most effective strategy for growing your clientele?
It might seem like a cliché, but what has been the most effective strategy for growing my clientele has been networking. 57% of my business comes from networking and word of mouth. I spend between 20 – 30 hrs a month on networking. This does not count time spent on following up with contacts. The follow up piece is just as important if not more than meeting people at a networking event. If you don’t follow up and schedule time to learn about who they are and their business, networking will not be as successful. For me, what makes networking productive are four key networking ingredients.
- 1. Preparedness: Prior to a networking event, prepare yourself on what you want to share with a group whether is it your “elevator” speech or a referral request, plan on the words and topic you want to talk about it. Don’t wing it! What happens is through the whole meeting you are trying to figure out what to say and are not listening to anyone else.
- 2. Active Listening: Listen to people. Listen to their story. Listen about their business. Try to understand what they are saying and engage them with questions about who there are, why they do what they do, what is it they love about themselves or their business. The simple question of what do you do is boring and not engaging. People want to feel important and valued. If you just talk about yourself or give them a sales pitch, you will never connect with them and build a relationship.
- 3. Build professional relationships: How do you do that? Be YOURSELF! Don’t try and be someone you are not. You need to be genuine. If someone is talking with you about their favorite hobby of wine tasting and you hate wine, don’t pretend like you love it. Instead, say you know I really don’t’ like wine, but I am curious… what is it about wine you love? You may learn something new. When you are genuine, people feel like they can trust you. When someone trusts you, you have built a professional relationship.
- 4. Follow through: This one seems like a no-brainer, but people don’t do it. When you say you will reach out, then reach out. Email them, call them, text them? Whatever is best for you. If you end a conversation with let’s, get coffee. Don’t wait for them to schedule it. Reach out and initiate the appointment. If you say, I will get back with you on an answer to your question, then find out the answer and share it with them. Don’t say you will do something, then blow it off. That is one of the quickest ways to show distrust. If you can’t follow through on a simple thing like reaching out, how will I be able to trust you with a client. It will kill your business every time.
As long as I keep using these 4 steps, my networking and referral business will stay successful.
