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© Solid Source Realty 2010. All rights reserved.
Where does your Business come from?
Where does your Business come from?
• Family
• Friends
• Sphere of Influence
• Referrals
• Advertising
• Listings
• Internet
• FSBO
• Expired
• Neighborhood
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Communication
George Bernard Shaw (1856-1950) Irish playwright, who received the Nobel Prize for
Literature in 1925
“The single biggest
problem in communication
is the illusion that it has
taken place.”
Minutes Matter
3 Seconds to make a
first impression
What am I wearing?
Eye contact
Firm handshake
Confident introduction with
my first and last name
Minutes Matter
3 Minutes = Average time to make
the perfect sales pitch on why your
client should choose you
“Elevator Speech” – have it ready
Example: The average selling price in this
neighborhood was $85k, 20 years
ago, and now it is over $300k! While
home prices may be down from 5
years ago, values are still way up for
those who have been here a while.
With interest rates being at record
lows, this is the perfect time to buy
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Minutes Matter
8 Minutes = Average time to quiet
our mind after a sales rejection
Learn from it and then let it go.
Frame Rejection
Set an “appointment” to have a pity
party every week,
Watch what happens…..
Minutes Matter
20 Minutes = Average attention
span for an adult
How do I want to spend this
valuable time?
Get to the point and ask for
the business!
Sacrifices
If we want something bad enough,
there will be sacrifices.
What will you give up?
TV?
Eating out?
Kids’ cell phones?
Extensive cable?
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New Client on Any Budget
New Client on Any Budget
There are only 5 things in real estate that
generate income.
Prospecting
Listing Presentations
Showing Property
Writing Offers
Negotiating Contracts
New Client on Any Budget
80% of your time must be spent on these 5 activities.
Things not on the list – 20% Everything Else!
We all have the same amount of hours in the day – Success is measured by how we use them. bc
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Prospecting
If we prospect we can pick up a new prospect any time we wish throughout our normal day.
Most people have a flawed mindset when they are confronted with talking about business to someone in public or on the phone.
Most people are wondering:
What does this person think about me?
What if I look like an idiot?
What if they ask me a question I can’t answer?
What if I’m talking to them and my pants fall down?
Prospecting
If we are thinking this way we are doomed to failure.
Keys to thinking correctly
Confidence in myself
Confidence in my field
Excitement of what could happen
Expectations –vs- Expectancy
Does it matter what they are thinking?
What is the end goal?
My goal is not to sell, it is to help.
Nobody says ‘NO’ – They only say ‘Not Now’.
Confidence
Confidence only comes with Knowledge
We must always make a conscious decision to attain New Knowledge.
Write down your excuses or reasons you have that keep you from attaining New Knowledge
Becoming good only comes from:
Practice – Practice – Practice
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Prospecting
There are 4 different stages on the way to getting a client.
1. Lead In
2. Contact
3. Prospect
4. Follow Up Client
How many Contacts do I need to make to get a prospect?
How many Prospects do I need to make to get a Client?
Prospecting Formula
12 Closings in 12 Months
12 Closings/ 65% - Close 65% of Clients
19 Clients/ 65% - Sign 65% of Appts to Client
29 Appts x 3 - Get 3 Yes Prospects to go on 1 Appt
87 Yes Prospects x 10 – Take 10 Shots to get 1
Yes Prospect
870 Shots / 365 - Divide by days in the year
2.5 Per Day x 7 - Multiply by days in a week
18 Shots Per Week
Prospecting Formula
18 Shots per week
2.5 Appts per month
1.5 New Clients per month
1 Closings per month
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The only thing that stands
between you and what
you want in life is
The Will to Try it and
The Faith to
Believe It is Possible.
Richard M. DeVos
Perspective
Paradigm
• A Paradigm is the model, structure, or
framework upon which all of your
thinking occurs.
• Our paradigm helps to determine how
we think about everything.
• Time for a Change in Your Paradigm
-What you currently see as your life is only
your current interpretation of the situation
based on the knowledge currently in your
head.
Once you know Everything
You can’t learn Anything.
Paradigm
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Perspective
Perspective
Perspective
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The Run In
How many Business Cards do you give out a day?
How many people know you are a real estate agent and that you want their business and their referrals?
“The Run In” is the process of making a Contact with most of the people I meet with the intention of turning that person into a prospect.
What is my Lead In?
How is your day going?
Weather conversation
Kids
Something in Common
ANYTHING or NOTHING
The Run In
Offer
“Here is one of my cards. I’d love for you to give me a call anytime you know of anyone buying or selling a home that I can help.”
“Also, would you be offended if I sent you my monthly newsletter that keeps you up to date with what’s going on in the real estate market.”
The Run In
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“All I need is your Name and Email address and we will never send you any spam. Just useful information about your home and the market.”
“Remember, I’d love to help you with anything you or anyone you know needs in real estate.”
The Run In
Role Play It
The Run In
The Drop Off
“The Drop Off” is a technique used to introduce yourself to someone and deliver your contact information…
Without looking like a Salesperson!
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Step 1 – Create your Real Estate Resume
Compelling Headline
Answer a question
Solve a problem
Bulleted List of how the service you provide:
Adds Value to their life
Benefits them
Testimonial of past buyer
Contact Info
Picture
3 types of Drop Offs
Neighborhood
Expired
FSBO
Start close to home
Pick 1 to 3 neighborhoods close to you that you would like to own.
Print all Expired listings within 5 miles of your home.
Find any FSBO’s within 5 miles of your home.
The Drop Off
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Drop Off Goals
To leave your contact information.
To make a positive impression.
To be remembered as friendly, knowledgeable, competent, confident and hard working.
To have them remembering you when they know of anyone buying or selling a home.
The Drop Off
Choose 1-2 nights a week from 6-8pm.
Choose 2-3 hours on a Saturday afternoon.
Dress business casual.
Visit each home with the intent of delivering your resume.
The Drop Off
“Hi my name is Brian Cowling with Solid Source Realty and I live and work in this neighborhood and I wanted you to have my information in case you ever decide to make a move or if you know of anyone looking to buy or sell a home who needs a hard working real estate agent.”
The Drop Off
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Let them lead the direction of the
conversation.
If they want to chit chat – You chit chat.
If they seem in a hurry to get away – Thank them for their time and move on to the next home.
If the opening is there go ahead with a follow up question…
“Would you be offended if I sent you my monthly newsletter that would keep you up to date with what’s going on in the marketplace?”
The Drop Off
“All I need is your Name and Email address and we will never send you any spam. Just useful information about your home and the market.”
Reminder - “Remember, I’d love to help you with anything you or anyone you know needs in real estate.”
The Drop Off
FSBO or Expired
“Hi my name is Brian Cowling with Solid Source Realty and I live and work in this area and I wanted you to have my resume in case you ever decide to interview agents for the job of selling your home.”
Only go inside if invited.
If asked for a CMA – Set appt for later time.
The Drop Off
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TMS Resources
Notifications to all Solid Source Agents
The Listing Widget
You can send your flyer to all agents:
In the Listing Widget database within a
radius of the home for sale
To all Solid Source agents
Or both
Choose from over 60 stock flyers or
upload your custom message to go out
with a 15% discount.
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Consumer Flyers
Referral Source
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Say it with a flyer!!
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Say it with a flyer!! Academy Mortgage
CREDENCE ROCKS!
Client follow-up
Title ordered TODAY!
Buyer is sent utility hook-up
info
Parties updated on title
receipt
“Team” look and feel with
no extra charge!
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Maximize the impact
of your strategic alliance partnerships!
It can ONLY make you look good to have the largest firm in the nation representing your client’s best interest
This is not a casual relationship, but a true partnership – profit from it!
Marketing with VoicePad
Offer 24/7 Voice, Text and Email Info to Buyers!
Hotline provides FREE LEADS on your listings!!
24 Hour Lead
Generation Hotline
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24/7 HOTLINE FLYER
Hotline Scripts – FREE!
Free scripts for buyers and sellers on TMS under
“Agent Success Program”
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Agent Dashboard
Register Buyers ─ Manage Leads
Access Reports ─ Edit Voice
Quick Stats
Quick Stats is a
new one click
graphical
reporting package
CREATE CLIENTS FOR LIFE
WITH LISTINGBOOK
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Listingbook is a
System for Success
• Works in tandem with FMLS
• All the listings, including off market
• Agents are in control
• Agents give personalized accounts
to their customers
Buyer
Morning
Report
WORKING WITH BUYERS Property Detail Page
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Seller
Morning
Report
WORKING WITH SELLERS
CyberCMATM
for Sellers
Agent
Morning
Report
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Client Manager
Agents stay “in the know” on ALL client activity
Agent Essentials Plus Benefits
• Agent Branding
• Agent Web
Sites
• Custom Flyers
• Seller Reports
• Community
Demographics
• $15 a month
Listingbook Unbranded
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The Solid Source iFrame
Social Networking
and Blogging
Social Networking
• Active Rain
• Kudzu
• Trulia
• Foursquare
• Myspace
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Social Networking
Most people want to do
business with a friend
Learn to interact socially and
not be selling
Social Networking
According to GREC:
Upon the first “tweet” (Twitter)
about a listing or telling a friend on
Facebook you can help them find a
home, it is advertising
You and the Broker are
responsible for every post.
Advertising Specific Property
Complies with “All Advertising”
Rules
Must have owner’s written
permission to advertise. Usually
contained in the listing
agreement.
Broker’s name equal or greater
size, frequency or prominence
than agent(s)
Broker’s telephone number is
equal or greater size, frequency
or prominence than telephone
number of agent(s)
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Top of Mind Consciousness
Top of mind consciousness is the process of
keeping yourself on the thoughts and in
the minds of your clientele.
The ultimate goal is to have them calling you
when:
They are ready to buy or sell.
When they know someone who is
ready to buy or sell.
Top of Mind Consciousness
Studies show us that after meeting with
someone for the first time, they will forget who you are in 3 to 5 days.
Once a relationship is created if it is not maintained they will forget you in 45-60 days.
Our goal is to develop some baselines for each type of client and how often we will make sure they see or hear from us.
Top of Mind Consciousness
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There are 4 different ways in which we
can communicate with our clients:
In Person
On the Telephone
By Mail in Print
By Email in Print and Video
Top of Mind Consciousness
Studies show that less than 20% of people that used an agent to buy or sell a home would us the same agent again.
Why?
Because they do not know how to contact the previous agent.
Top of Mind Consciousness Free Drip Marketing
• Beautiful Seasonal
and Holiday
Postcards
• Email to your friends,
family, and clients
• Delivered Monthly to
you or on TMS
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Solid Contact
Flyers
Postcards
Newsletters
Birthday and Anniversary Marketing
Greeting Cards and more!!
A contact Management \ Marketing Application designed to
help you stay in touch with your clients and prospects
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Training \ Cost
On-line (Live) Training multiple times each month
Toll free support: 866-614-9372
Solid Source Agents - $19.95 per month with no set up fees or $199 a year!
Send Newsletter to past client at least once a month.
Send personalized postcard or letter on Birthdays - husband and wife
Christmas – Put your family photo on the Christmas Card.
You may also send a Christmas gift to each client if you can work into your budget.
Past Clients by Email and Print
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Call past client by phone every 4 months Circle of Influence / Friends
Hi, this ________________ with Solid Source Realty. How have you been doing? Well, the main reason for my call was to just check in with you to see if you needed any information about what’s going on in the market right now and also to see if you knew of anyone who is thinking about buying or selling a home soon.
Get info of anyone they know of or send them an e-mail about your services to send to that person
Give market update
Spend time securing the friendship
Give any special offers
Remind them to call you as soon as they hear about someone who needs to move.
Past Clients by Phone
There are different types of clients, all with different types of needs.
We are looking specifically for the type of client that is a talker and has a lot of influence.
If we can identify this type of person to stay in front of, they will consistently be telling other people about us.
The Tipping Point – Connectors – pg 34
Past Clients in Person
Once we identify someone as a Connector we will choose to make sure this person sees our face 3-4 times a year.
Set up a lunch meeting with them and make sure they know:
Everything you are doing in your business
How exciting it is
How it can benefit other people
Ask for Referrals
Past Clients in Person
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All future prospects should be
entered into a contact manager that
keeps in touch with them:
Through email drip campaign
And by phone
Future Prospects
Email drip campaign for future clients
should always be directed at:
Meeting the clients needs
Solving one of their problems
Showing them how your system does
both of those
They should receive something from you
every 2 weeks
Future Prospects
Future prospects need to hear from you
by phone to:
Check on their current needs
Check on their current time frame
Reiterate your offer to help them
Ask for a referral
Calls should take place based on half the time in which they said they would be ready to make a move or at a minimum every 8 weeks
Future Prospects
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To identify a hot prospect you must ask the following question:
If you saw the perfect house right now would you be ready to buy it?
Sometimes it will be more of just a feeling that you get while talking to them. A feeling that you just know they are ready, willing, and motivated to buy a home right away.
Hot Prospects
A really hot prospect should be
getting a minimum of 2 drip
emails a week.
A really hot prospect should
hear from you a minimum of
once a week.
Hot Prospects
Hot prospects need to hear from you by phone to:
Check on their time frame
Reiterate your offer to help them
Offer something new of value
Sweeten the pot
Calls should take place based on half the time in which they said they would be ready to make a move or at a minimum once a week.
Hot Prospects
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This call should always be loaded with benefits for them and should never be about you.
If you feel they are becoming annoyed – back off and give them their space. Some people will like aggressiveness – some will hate it.
Everyone will love your aggressiveness if they truly feel you have their best interest at heart and that you have no ulterior motives or hidden agendas.
Hot Prospects by Phone
Of course the ultimate goal of a hot prospect is to get face to face as soon as possible.
If time permits – drop your resume off in person.
Do not ask for any of their time or to come in to the home.
Leave it with them and tell them you wanted to just meet them briefly and drop off the information.
Only go in if invited and if they have the time.
Hot Prospects – In Person
Automate the Process
All processes of follow up must be
automated.
Each client should have a plan launched
that:
Sends them email automatically
Tells you when to mail
Tells you when to call
If a person is not in your contact manager
with a follow up call scheduled –
THEY DO NOT EXIST!!
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Fighting Your Fear
Where are you living?
Most of us live in one of two places:
The Past
The Future
Very few people live in the moment that they are currently experiencing
When we pick up the
phone to call a
prospect we:
Immediately think
about the last time we
prospected and how
we felt like a failure.
Or we think about the
next call we are making
and wonder if the
person is going to
reject me.
Where are you living?
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“NO”
•How has this two
letter word
impacted your life?
•Is it creating a
brick wall between
you and success?
•Decide today to
reevaluate “NO”
Fear of Failure
51% of salespeople polled*
said their biggest fear is that
the customer will say “no” and
reject them.
38% of the salespeople polled*
said the willingness to face
rejection is the #1 quality of a
great salesperson. * Success Magazine, November 2009
20/20 View of NO
Many see:
YES = SUCCESS
NO = FAILURE
Top Performers
understand that
failure is not a road
block, but is a
stepping stone to
success
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Set “NO” Goals
Develop a calling plan
where you will try to get 2
“yes”, 3 “maybe later” and
50 “no” per day.
WHY?
What if the first 5 prospects
say YES and Maybe
Later? “NO” goals help us
shape perspective.
Celebrate “NO”
Face fears of rejection
over and over, on
purpose.
All of a sudden, it is not a
fear anymore
You will miss 100% of the shots you do not take.
Self Fulfilling Prophesies.
The overwhelming source of fear produced by our past failure keeps us from approaching our future successes.
Where are you living?
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Where are you living?
There is no fear in
THE NOW.
The goal is to focus
all our thoughts and
energy on the
moment that we are
currently living in.
Success lives in
THE NOW.
Where did my fear come from? Event – Look for something that produced a
rapid change in feeling or emotion.
Feeling – Identify how the event made you feel at the time it happened.
Belief – What did it say about me? What did it make me believe about myself?
Coping Mechanism – What did I put in place to protect myself against this ever happening to me again.
Diagramming My Fear
No one cares about me.
I don’t need anyone else.
I don’t deserve love.
I will never succeed.
I cannot be loved.
I am not a lovable person.
I don’t measure up.
Common False Beliefs
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Diagramming My Fear
Is what the event and my feelings said about me true?
Identity
Who am I really?
Who does God say I am?
Identity – Who Am I?
The true nature of a bird is to fly
If a bird doesn’t fly is it still a bird?
If a bird doesn’t fly is it living the way God intended for it to live?
When we live in fear we are just like the bird that does not fly.
What would my life look like without this fear?
What does my fear keep me from doing?
What is the source of my fear?
Where Are You Living?
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Where Are You Living?
What is in the present that
I am missing because I
am constantly thinking
about the future and the
past?
The Future can only be
changed in THE NOW.
We must practice living,
working, and just being in
THE NOW.
Tools For Focus
Figure out what your limits are when you need to step away from your desk.
Schedule your day to include time for Mental Decompression.
ADD
Growing up, what was the highlight of our day in school?
Tools For Focus
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Tools For Focus
Align your daily work with your goals.
Make sure your list for the day includes items specifically related to your goals.
Tools For Focus
Plan your day
Some experts suggest that it is best to do this the evening because it allows your subconscious to work on your list as you sleep. If not then, do it at the start of your morning.
Tools For Focus
Prioritize the list.
If you have long list syndrome, identify the 5 things that are most important to be completed that day.
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Questions you can ask yourself throughout the day to help you stay focused:
Is what I am doing now accomplishing my most important objectives? If the answer is no, time to redirect.
How is my energy level? If you feel your energy level is low take a five minute walk, a ten minute power nap or eat a smart snack of almonds or some other energy food.
What is distracting me now? Determine how to quickly handle or remove the distraction.
Tools For Focus
Make a list of the things that are difficult for you to focus on.
Make a list of the things that are easy for you to focus on.
Identify what you can do to remove or defer the distraction.
Make a list of the Top 5 things that distract you.
Tools For Focus
Thanks for Coming!