A Simple Prospecting Strategy that Really Works

March 4th, 2012

A very dear friend of mind always used to say, “Pray for sunshine, be prepared for rain.” Let’s face it. Disasters can and do strike without warning. Last summer, we almost had to evacuate our home due to the fires here in Austin. One of the things that insurance people want when there is a disaster is proof of your contents. I went through this when I had $100,000 damage to my home due to the 1994 Northridge Quake.

To prepare yourself and your clients, begin by putting together the following items:

1. A disaster preparedness list:?You can get this online or from your local Red Cross. If you’re active in your community, you could actually organize a disaster preparedness meeting. This becomes your leave-behind prospecting piece.

2. Offer to video their contents:?The second tip is to take your smart phone or video cam and shoot the contents of your home and offer to do the same for your current listings as well as all of your past clients. If your clients have their own smart phone or video cam, give them a list of what to document including their clothing, furniture, art, and all the other little things you may not remember if your house burns down or is seriously damaged from some other type of natural disaster. If you shoot the video, you can then send the clients the file using a system such as Dropbox. It’s probably a good idea NOT to post it on YouTube because you don’t want a criminal type checking out your clients’ home for a robbery. You could set up a private password protected Facebook group and post the videos there.

3. Ask if anyone else they know would like a video or the disaster preparedness list: This is how to generate new client new leads.

This simple “give-to-get” approach will be appreciated by your clients and is a great reason to get back in touch with them.

Most importantly, please don’t put this off, least of all, for your family and loved ones. We all hope we never have to face a huge disaster, but it’s simply smart to be prepared.

Posted by Bernice Ross. Join us this week on RealEstateCoachRadio as Greg Douglas of United Real Estate shares a terrific five part series called, “Open House with a Purpose.” This is probably the best lead conversion tool for open house ever. Listen in to learn how to apply this in your real estate business.

 

 

 

Facebook Group or Facebook Business Page? Which Is Best for Your Business?

February 26th, 2012

The name of the game today when it comes to the social media is getting face-to-face with potential clients and engaging them in such a way that they will want to do business with you. One of the interesting changes that has resulted from web marketing and social networking is that it can take 12-18 months from the time that someone finds you online to the time they reach out to you to do business. The question is how do you keep them engaged during that 12-18 month period?

There are two very powerful ways to do this using Facebook. The first is a Facebook business page. A good Facebook business page is highly niched to a specific market area and a specific lifestyle. On your page, you can post information about the market, whether prices are appreciating, flat, or declining. You can also post mortgage information, fun things to do, videos of historical houses, or a host of other great information.

It’s the information piece that makes this valuable to consumers. One of the best examples of this is ?365 Things to Do in Austin??that has over 190,000 likes.

The challenge, however, is that this is only informational. It doesn’t promote conversations the way that a Facebook Group does.

To set up a Facebook Group for your area, you will want to invite people from your local market area that you know and trust to make regular comments on the group. To begin the process, go to your Facebook home page and look directly below the “Favorites” in the left tool bar.

Facebook will list all the groups to which you belong. At the bottom of that area, you will see an option “Create Group.” All you have to do is click on that, fill out the appropriate information, and you are ready to start inviting people to your group.

The difference between a group and a business page is that a group is really designed for people to share ideas and be in conversation. The business page is more like a billboard advertising your services. Your goal as the moderator of a group is to ask engaging questions that will motivate your group members to comment. For example:

1. Where’s the best place to see a panoramic view of downtown Austin?

2. It’s a 100+–where’s the best shaved ice in the city?

3. What’s your perception of the houses in your area–are they selling quickly or sitting on the market?

The idea is to engage people in discussion so that you don’t have to spend your time creating content. This means you will have to moderate the group to make sure nothing inappropriate is being post.

If you would like to know more about Facebook Groups, check out Jimmy Mackin’s post?on Inman Next for a very interesting perspective on why having a Facebook group is so critical.

Posted by Bernice Ross.

Don’t miss this week on RealEstateCoachRadio as Terri Murphy joins us for a five part series called, “The Power of a Red Hot Pre-Appointment System. Here’s what Terri will be covering: Monday: How to Stand Out from the Competition; Tuesday: Creative Ways to Deliver Your Pre-List Package; Wednesday: The Power of Strategic Alliances; Thursday: What to Include in Your Pre-List Package; Friday, Special Marketing Tools to Set You Apart

 

Social Media Marketing Explained In a Single Picture

February 5th, 2012

Can you describe what you are supposed to do on each of the following social media sites? Better yet, can you do it by explaining donuts???

Twitter, Facebook, Foursquare, Instagram, YouTube, LinkedIn, PinInterest, Last FM, Google Plus

If not, check out the picture below that is on Instagram that explains it all eloquently with a simple-to-understand approach. By the way, if you are not familiar with these sites, Instagram is all the rage with photographers at the moment because of all the cool special effects you can do from your smart phone.

PinInterest is a way to share vintage photos and other things from your past. If you haven’t done so already, check these out.

Credit goes to Three Ships Media

Posted by Bernice Ross, Join us this week on Real Estate Coach Radio as Michael Krisa shares five more tips in his ten part series called How to Create Videos that People Will Want to Watch and Share.

How to Overcome the Objection: Zillow Says My House Is Worth More!

January 29th, 2012

Zestimates can be a real pain on a listing appointment. While my favorite one-liner for dealing with Zestimates is, “I don’t give Zestimates–I give Exactaments,” here’s an entirely different way to overcome this objection. This tip comes from Marc Davison, one of the founders of the 1000 Watt blog. Marc suggested that you do the following:

1.? Go back through the sold listings for the area in which you work.

2. Next go to Zillow and note what the Zestimate was for that property and what percentage it was off. For example, a house that sold? for $200,000 where Zillow put the Zestimate at $240,000 was 20 percent over priced.

3. Repeat this process with your own listings. For most agents, you will be off no more than 5-7 percent. Compare the percentages. If your numbers are better than Zillow’s, show the seller the actual facts.

4. Put the information into an Excel spread sheet or even a simple table. The seller can quickly see to what extent Zillow is accurate or inaccurate for your area.

Posted by Bernice Ross, Join us this week on RealEstateCoachRadio.com with our guest mentor Michael Krisa, “That Interview Guy.” Michael will be beginning a 10 part series on How to Shoot Videos that People Will Watch and Share.” Here’s what he’ll be covering this week: Monday: Why Video Is a Must for Your Real Estate Business; Tuesday: Simple Tips to Get Started Using Video; Wednesday: Easy Ways to Create Content for Your Video; Thursday: How to Post Your Videos Online; Friday: The Evil Secret of Hosting Your Videos on YouTube.

A Simple Approach for Making Great Decisions

January 22nd, 2012

How do you respond when you hear someone unfairly criticizing one of your friends? Do you give money to someone who is homeless? Do you always tell the truth, even when it means hurting someone you love? Do you copy a friend’s CD or MP3 file of your favorite music rather than buying it? Do you complain about rude treatment in a restaurant or department store?

Each of these examples illustrates many of the types of decisions that we are forced to make on a daily basis. Each of these decisions is a reflection of your personal standards.

As coaches, we strongly believe in on-going self-improvement as well as the concept that “You attract who you are.” Before you can make improvements in the people and events you attract, you must be aware of your own behaviors.

To become more aware of how you handle these events, begin by keeping a journal of the decisions you have to make for one week. If you have a smart phone or are using Evernote, just record them on your phone. Be sure to note whether you felt positively or negatively about your response to the situation. Make no attempt to change your behavior. Just behave as you do normally and record your behavior.

For example, (1) Record the nature of the situation, (2) What you did, (3) The reasons you behaved a particular way, (4) Who else was involved and the nature of their involvement, (5) The outcome.

The second part of this exercise is to interpret several of your examples. Look for patterns of behavior. What kind of person are you when confronted with an ethical dilemma? What kind of person would you like to be? Where are your strengths? What areas need improvement?

Like any other behavioral change, begin with small steps. Each time you note a behavior that did not support you, write down one thing you would do differently if confronted with the same situation in the future. When the situation occurs, remember your observation and choose the response that supports you best.

This simple approach is one of the best ways to improve your decision making.

Posted by Bernice Ross. Join us this week onRealEstateCoachRadio.com and hear top technology speaker Amy Chorew on “iPad Apps for Buyers’ Agents.” Here’s what Amy wll be covering on this week’s shows:Monday: Working in the Cloud; Tuesday: Buyer Counseling Apps; Wednesday: Digital Signature Software; Thursday: How to Use an iPad on Showings; Friday: Third Party Apps

A Simple Real Estate Prospecting Strategy that Yields Fantastic Results

January 16th, 2012

I was speaking this morning with one of our RealEstateCoach.com coaching clients. Like many agents this time of year, listings are scarce. This often results due to the holidays. People take their houses off the market or want to wait until the spring selling season.

During our conversation, we brainstormed several ways for our client to kick up her business now. One of the best ways to do this is to contact your past clients and do the following:

1. ?Ask if they would be willing to do a video testimonial for your business.

Video testimonials are one of the best ways to improve your Google ranking. The video doesn’t have to be professionally shot. In fact, the video camera in most smart phones is high enough quality that you can post right to the web. Nevertheless,?it would probably be smart to invest in an external mike and a tripod to make sure your video is steady and the soundtrack is clear.

2. Ask for a testimonial about the area and the local lifestyle

If you want to build your reputation in your area as the lifestyle and marketing specialist, one of the best ideas ever is to ask your past clients if they would feel comfortable doing a testimonial about what is great about living in their area. The clients can share their favorite little dinner spot or how great the local hike and bike trail is. The more of these you accumulate and post on your website, blog, or Facebook business page, the higher your web ranking will become.

The additional benefit is that if you collect enough of these, not only do you have a lead generator, you may actually help the residents in the area increase the value of their property as well.

3. Be sure to ask for the referral

Again, there’s no better time than when someone has just given you a referral to ask if they know anyone else who may be looking for a home in this area.

4. ?Be sure to get a release

Getting a release protects you from being sued if a dispute should ever arise in the future. This is something that should be drawn up by an attorney. Check with your manager or broker/owner to see if they already have a version on file.

5.?The most important step

Make sure you bring homemade cookies, flowers, or something else to your clients that you give to them before they go on camera. When you give them something special, you greatly increase their happiness factor on camera.

Posted by Bernice Ross. Join us this week on Real Estate Coach Radio as Jay Thompson, the Phoenix Real Estate Guy, continues with the second part of his 10 part series on

Generate More Leads from Your Real Estate Yard Signs

January 8th, 2012

For years, yard signs have been a primary source of both listing and buyer leads. Most agents, however, fail to capitalize on this important tool to their full advantage. If you want to make your yard sign really pay off in terms of leads for your real estate business, here are three ways to do it.

1. Attach a brochure box

Most real estate agents use brochure boxes to market their listings. Instead of leaving the back of your brochures blank, a smart move is to include information on your other listings. If you have ten listings, you have ten yard signs and brochure boxes marketing all ten properties.

2. 1-800 Call Capture or SMS technology

These systems are instant lead converters. The 1-800 Call Capture technology uses an 800 number in conjunction with a message. Because you pay for the 800-call, you are entitled to the person’s contact information including the phone number from which they made the call–even if they have an unlisted number. The system notifies you within seconds of the time that the person makes the call. This enables you to respond often when they are still at the property.

The latest trend in this area is to marry Call Capture with SMS technology. A number of companies offer CellSigns text messaging systems that include a yard sign and mobile identification number for each of the agent’s listings. Sign leads can access information about the properties via text message. The message they receive can include the price, property description, agent’s contact information, photos and other information. Agents who subscribe to the system can generate leads from the consumers who are using the service.

3. Use a Single Property Website

This is a huge winner with sellers and it’s great for buyers too. The way it works is that you set up a site for the property (or use one of the many services that provide this). The site uses the property address as the URL. For example, 12345MainStPhiladelphia.com. You could also use a zip code instead of the city: 1234ElmSt90045.com. Make sure you have at least 20 pictures on the site and hopefully a video as well about the lifestyle in the area.

4. What consumers don’t want

The recent research has shown that consumers do not want to deal with QR codes on signs. They prefer a “www.”–that is a website. Consequently, it’s smart to use a single property website or if you are using SMS technology, link to a mobile friendly version of your listing online.

Posted by Bernice Ross

Join us this week on Real Estate Coach Radio as Jay Thompson, the Phoenix Real Estate Guy, begins a 10 part series on “Ten Habits of Highly Effective Real Estate Agents.” I’ll be beginning a ten-part series on taming your email that you won’t want to miss as well.

Photo credit: FreeDigitalPhotos.net

Your Real Estate Clients Are Behaving Badly: Three Ways to Cope

December 4th, 2011

Sooner or later we all run into someone who is rude or obnoxious. This is particularly difficult when that rude of obnoxious person is one of our clients. The question is how to cope with the situation, or even better yet, avoid it entirely. Here are three simple tips that can help you cope when necessary with a client who is not on their best behavior.

1. Realize their behavior is probably fear based.

Almost all obnoxious behavior has its roots in fear. To cope with clients who are yelling or screaming, the first thing to realize is that when someone is fearful adding any more emotion to the situation makes them even more afraid. The best way to handle fearful clients is to remain calm and to avoid pushing them. Ask your clients if there is any additional information you can provide or if there’s anything else you can do to make them more comfortable with the buying or selling process. Be there to support and calm them rather than trying to steam roller them into a deal they’re not ready to make. When someone is afraid, the more you push, the more likely they will be to back away due to fear.

2. Calm their anger

One of the best ways to stop an angry client from yelling at you is to do what is known as a “pattern interrupt.” The strategy is to stop the angry behavior as quickly as possible. A “pattern interrupt” might be asking the person who is upset to pause for a moment while you obtain a pen and paper to write down what they are saying. If you’re away from home, you might ask the person who is yelling if you could have a glass of water. Changing their body position often times changes their mood.

After doing the “pattern interrupt”, ask the angry individual to repeat what they were saying so you can write it down. Making the individual go back through what they have already covered usually reduces some of the anger. Take careful notes on what they say.

Next,ask the individual to pause. Read back what they stated in a totally neutral tone of voice (“Charge neutral.”) By repeating what they have said in a calm, unemotional voice, you are defusing the situation by taking the anger and emotion out of their words.

Finally, ask the individual if you correctly wrote down their concerns. Then ask if there is anything else. Stay with the anger until the person has said everything they needed to say. Continue to repeat back what they say in a quiet, calm voice.

3. Coping with your own mistakes

Let’s face it–no one is perfect. If you made a mistake, own it. Here’s what to say:

“It was never my intention to make you angry. What can I do to correct the problem?”

Notice that there is no acceptance or blame–only an effort to correct something that has gone wrong. If someone is unjustifiably angry, don’t argue with them or try to prove your point. If you can’t honestly say, “I understand your point of view,” at least write down their concerns and read them back to make sure you have captured them correctly. Most people will calm down if someone is willing to listen to them and to address the situation.

Perhaps the best approach comes from “Dear Abby.” She reminds us,

“The next time you feel like fighting fire with fire, remember that the fire department uses water.”

Posted by Bernice Ross. Join us this week on RealEstateCoachRadio.com and hear Steve Cook, the Managing Director of Real Estate Economy Watch for Good Economic News You Won’t Hear Anywhere Else. You don’t want to miss this powerful series, especially the session on buyers that will give you the best ever way to overcome the objection, “It’s cheaper for us to rent.” . Here’s what Steve will be covering:  Monday: Price Declines in 2012? Maybe Not; Tuesday: A Blip in the Luxury Market; Wednesday: Get Buyers Off the Fence and Buying; Thursday: Check Out the Hot New Niche for 2012; Friday: Winning the Pricing Battle

Eight Tips for Having a Great Holiday Season

November 28th, 2011

Does the holiday season have you feeling stressed out? To keep your holiday season healthy, fun, and enjoyable, try following the eight tips below.

1. Eliminate the bottom 20 percent of your activities. At holiday time, you must squeeze in normal work activities plus a wide array of other social activities. For many people, a few extra stressors are all that is necessary to overtax their immune system and make them ill. To avoid holiday overload, begin by identifying your priorities. Next, place them in rank order and then let go of doing the bottom 20 percent. The 80-20 rule tells us we receive 80 percent of our benefits from completing the top 20 percent of our activities. Since the bottom 20 percent produces less than one percent of benefit, eliminating these activities will reduce your stress at little cost to you. If you decide to act on an item from the bottom 20 percent, decide what other item(s) you are willing to drop first. If this strategy works during the holidays, continue the practice into 2005.

2. “No” is a complete sentence. We often overload our schedules by saying “Yes,” to things we really don’t want to do. When someone asks you to attend a party or to volunteer for something you would rather not do, say “No” without explaining or justifying. What makes saying “No,” difficult is our need to justify our decision. Justification is simply unnecessary. If the person presses you to say “Yes,” tell them, “I have another commitment” (even if the commitment is relaxing at home).

3. Distinguish between “wants” vs. “needs.” “Needs” are priority items that you must complete whereas “wants” can go undone if necessary. Important needs include making sure you have enough rest, continuing your lead generation activities so you will have business in January, and spending time with those you love. Wants may include attending holiday parties, sending out holiday cards, or putting up holiday decorations. While wants may add to the holiday cheer, make sure your needs are handled first.

4. Save time, energy, and money by doing your greeting cards and shopping on-line. Using electronic greeting cards is less expensive and often more personal than sending the same holiday card to everyone. The quickest way to shop on-line is to purchase gift certificates. Thousands of retailers offer these and allow your recipient to pick out exactly what they want. If you want to send an actual gift, shopping on-line requires some lead-time for shipping. Nevertheless, avoiding the crowds is well worth it. Furthermore, “shopping bots” are an on-line tool that searches the web for the best prices on various items. (If you shop on-line, be sure to determine how long it will take your gift to reach its destination.)

5. Tackle big projects in pieces. For your holiday cards, spend 30 minutes a day over one week. For gift giving, dedicate one shopping day for the kids and another for the adults. Save time by having the stores gift wrap each present. To avoid stress, plan on each project taking 25 percent more time than you anticipate. This will help you avoid trying to cram too many activities into too little time.

6. Let go of expectations. Stress often occurs when we have attachment to how people will respond to our cards, gifts, or even our presence. No matter what you receive, express gratitude. If people don’t acknowledge your gifts or your efforts, remember this is their shortcoming, not yours. Focus on the present and enjoy each moment for the gifts it contains.

7. Keep your alcohol and sweets intake at a minimum. At parties, choose non-alcoholic drinks, high protein items, along with fresh fruits and vegetables. If willpower is an issue, park yourself as far as possible from the goodies and stay there. This allows you to avoid blood sugar crashes as well as that miserable diet in January.

8. Alone for the holidays? Volunteer to serve a hot meal, visit a retirement home, or an orphanage. Others will appreciate your efforts and you’ll feel better too. Giving to others who have less than we do is one of the best ways to celebrate the holiday season.

Most importantly, chase away the holiday blues with the gifts of laughter and song. When we’re happy, we seldom get sick. So, put a smile on your face, a song in your heart, and enjoy the holiday season!

Posted by Bernice Ross. Join us this week on RealEstateCoachRadio as Dan Head shares some of the greatest negotiation tactics ever. Here’s what he covered last week: Monday: What a House or What a Value; Tuesday: Have the Sellers Choose Their Own Comps; Wednesday: Prepare Your Clients to Negotiate

Here’s what Dan is covering this week: Monday: Negotiate Your Offers in Person; Tuesday: Let the Anger Leave with the Other Agent; Wednesday: Would You Buy Back this House? Thursday: Secrets of Socratic Selling; Friday: Win the Pricing Battle.


Seven Reasons for Realtors to Give Thanks this Thanksgiving

November 19th, 2011

Let’s face it—2011 has been a tough year for almost everyone in the real estate industry. Today’s column looks at seven reasons to give thanks, no matter how tough your market is.

When times are tough and negative news floods the media, it can be hard to stay positive. Here are seven reasons to be grateful this Thanksgiving.

1.  Marketing no longer requires big bucks.

While the pace of technological change can be frustrating, technology changes have dramatically cut the cost of marketing. To obtain a foothold in a new market ten years ago, you had to door knock, spend thousands of dollars on print marketing, and regularly hold open houses. Today the web allows you to market your listings and your services in numerous places.  Instead of paying your local paper $50.00 for a puny three line ad, you can now post your listings on Facebook Marketplace, CraigsList, and many other high traffic sites at no charge. Granted, it takes time and effort, but it costs next to nothing.

2.  Consumers actually want to talk to you.

If you have ever had a door slammed in your face when you were door knocking or had someone hang up on you when you were cold calling, you have first hand experience about how many people react to unsolicited calls from Realtors. The great news about blogging, Facebook, LinkedIn, and Twitter is that the people on those sites are eager to be in conversation with you, provided that you share mutual interests outside of real estate. The process is similar to getting to know a new neighbor. You don’t bombard them with marketing messages. Instead, you get to know them gradually over time. The goal is to make a friend now and do a deal later.

3.  New technologies send sign and ad leads directly to you.

The old “floor duty” or “up agent” system, where one agent took all incoming sign and ad calls, was a huge source of frustration to many agents. You could spend thousands of dollars marketing to get the phone to ring and have the up agent blow the call. In fact, the statistics from ten years ago showed that in most offices, 90 percent of the calls were lost because the person taking the call couldn’t get the caller’s phone number. Today you can use an 800 call capture system or the new SMS (i.e. text messaging) systems that send those leads directly to your cell phone. In fact, a new study from MIT shows that if you respond in five minutes, the conversion rate is 79 percent. (Wait to respond in 30 minutes and that rate drops to 34 percent.)

4.  Referral database building the easy way.

Until recently there was no easy way to contact high school and college friends, past business associates, or past clients with whom you hadn’t kept in touch. LinkedIn now does that heavy lifting for you. Once you complete your profile including where and when you attended school and worked, LinkedIn notifies you about other people who were at those places when you were. You can also use services such as Zabasearch and Intellius to track down contact information about past associations as well.

5. Blogging just got a whole lot easier.

Three years ago, anyone who blogged probably had to be a decent writer to have any success. A hot trend for 2012 is vlogs (video blogs). For less than $200, you can obtain a HD video cam that takes great videos. Instead of figuring out what to write, you can interview your local mortgage broker about what’s happening in the market, the football coach about the upcoming game, or anyone else who has something interesting to say to the people in your market area. In addition, new software from Adobe allows Google to convert the voice track of your video or podcast into searchable text. This improves your web ranking on Google and other search engines.

6. Multiple offers plus some limited signs of life in the luxury market.

Many of the hardest hit markets including those in California and Florida are reporting less than three months of inventory in the first time buyer market. The result is limited inventory that is leading to multiple offers. Also, there are a few lenders slowly testing the waters in the luxury market. It’s still hard to get financing, but at least there’s a tiny trickle in this area.

7.  Your market is not just local; it’s global.

International buyers and sellers inhabit virtually every part of the U.S. Current research shows that international buyers have a 50 percent closing ratio as compared to about 35 percent for domestic buyers. Agents who work with international buyers also make approximately 50 percent more as compared to those who work with domestic buyers only.

Happy Thanksgiving!

Posted by Bernice Ross. Join us for an amazing series at Real Estate Coach Radio this week as Dan Head joins us with three of the best segments ever on how to get sellers to be realistic about their asking prices. These strategies really work and are simple to use. Just imagine, getting all of your listings priced right–now that would really be something to be thankful for!