Mistake #2 – Not aligning my business to my goals

In the beginning, I fell on my background in real estate as my niche. I became a NAR Real Estate Professional Assistant, I got my Certified Real Estate Support Specialist desination from IVAA, and I perfected and optimized each web page to speak directly to real estate professionals. But I was not happy and I wasn’t sure exactly why. Sure, I was getting phone calls in the evenings and weekends, and due to the real estate market conditions, my clients were under a lot of pressure, thus the many tasks I was having to do on short notice. And worse, I even lowered my rate to get a client. Bad call!

I thought it was the nature of running a small business. I had heard it over and over again – and I wasn’t the only one. Basically, I had to what I had to do to get clients and keep them. That is, until I looked at my business plan’s objectives and goals and had an epiphany – I wasn’t running my business to be in alignment with my goals.

An example is that one of my goals was to “play” more on the weekends; it was important that I get to spend time with my family and not be tied to the computer all weekend long. My clients, being real estate professionals with expectations that assistants worked extended hours, also expected me to work on the weekends. Let’s face it, if your competitor is working hours that you will not, then it’s all the much harder. I cannot play on the weekends if I am fielding phone calls and answering emails.

Lesson Learned: put a lot of thought into what market you are targeting and make sure it fits your work and lifestyle. (Needless to say, I changed my niche soon afterwards.)