Are you ready to fire up your office/company’s earning potential? The first step is to create a strong business plan. This fast paced session will dispel six of the common time management myths that hold most offices and companies back as well as providing you with a simple one page business plan that can be used for your business planning as well as for your agents’ business plans as well. You will also learn how to help your agents eliminate the peaks and valleys in their production to keep your income strong no matter what the market does. The session ends with ten top recruiting strategies that work well in today’s competitive market.
I. Learning Objectives. In this session you will learn how to:
- Step #1: Identify your office strengths including productivity and conversion ratios, types of clients attracted, price ranges, and geographical areas.
- Step #2: Know Your Numbers: Make referrals based upon your top 50 percent.
- Step #3: Make sure all agents written goals. Harvard study—writing down goals produces ten times more income as compared to those who have no written goals.
- Step #4: Set Three “Big Rock” Business Goals. Examples include production, GCI, or net income to your office after taxes, growth of your recruiting database, number of listings and/or closed sales, expansion of your business into new market niches, innovations including upgrades for your technology or new social media tools you would like to implement for your office/company.
Copyright 2013
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The Language of Closing: How to Overcome The 20 Toughest Objections in the Real Estate Business
It’s not how many leads and appointments you generate, it’s how many you close that matters. If you’re ready to persuade your sellers to get real about their prices, to get your over-priced listings priced right, and to persuade reluctant buyers to buy now, this session will show you how to do it.
Goal: To help agents implement proven best practices for taking more listings, obtaining price reductions, and closing reluctant buyers.
Learning Objectives: Participants in this session will learn how to:
- Ask powerful closing questions that will help them close buyers and sellers more easily.
- Interpret non-verbal buying signs to overcome objections more effectively.
- Utilize proven closing scripts and strategies to overcome buyer and seller objections.
Audience: New and experienced agents.
Session Length: Webinar version: 60 minutes
In person version: 75-180 minutes
Session Outline
I. Learning Objectives
II. It’s Not Just What You Say that Matters—It’s How You Say It!
III. Three Ways to Prevent Objections Before They Occur
- Types of closes.
- The power of open-ended questions.
IV. The Language of Negotiation
- Verbal cues
- Reading and interpreting body language
V. How to Overcome The Top 20 Toughest Real Estate Objections
- Prospecting Objections
- Listing Objections
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What Makes a Successful Rookie Real Estate Agent?
What are the correlates of new agent success? Two new studies from the Texas Association of Realtors reveal intriguing results for both new agents as well as those who hire, manage, and train them.
Learning Objectives: Participants in this session will learn:
1. The four most important reasons that new agents leave the business and what to do about it.
2. Where to locate potential recruits who have the greatest probability of achieving success as new agents.
3. How to recognize the fourteen key predictors of new agent sales success.
4. Ten questions to use when interviewing new agents to determine whether a real estate career is a good fit for them.
Audience: Broker-owners, managers, trainers, and recruiters.
Session length: 75-180 minutes. The longer sessions will explore best new agent recruiting and retention strategies generated from session attendees.
Session Outline
1. The two studies: broker, owner, manager plus agents licensed for under two years.
2. Broker-Owner-Manager Study
- The four most important reasons that agents leave the business and what to do about it.
- Which careers result in the most actual hires once the agent completes the licensing process.
- Key predictors of new agent success: (Do the right thing mentality, understands real estate is a sales career where you generate your own leads and run your own business, business vs. job mindset including business planning and written goals, emotional resilience, systems, effective face-to-face, current on technology.)
- The 10 Questions to new agents can ask to discover, “Is real estate the right career for you?”
- How to minimize loss of new recruits due to financial reasons: the hard truths about costs, working full time vs. part time, and how much they will net after taxes.
- Questions to assist rookie agents in determining which broker is the best fit for them.
- Primary challenges broker/owners and managers face with new agents and what to do about them.
3. New Agent Study
- Demographics—older agents still the norm.
- The four most needed skill sets once agents acquired their licenses.
- Pre-licensing effectiveness.
- Three hardest parts of the business.
- Sources of rookie real estate agents first three deals.
- Most used technology, social media, and apps.
4. Primary conclusions and recommendations for new agent recruiting and training in the future.
5. Longer sessions: best new agent recruiting and retention strategies generated from session attendees.
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Harness Your Negotiation Power
What’s old is new—great negotiation skills have never really gone out of style and are more important today than ever. With Skype and Google Hangout, the hot new trend is good old-fashioned face-to-face negotiation except it’s now online. This session unlocks the secrets of using spoken language and body language to negotiate more effectively, how to set up showings so buyers are easier to close, as well as proven strategies for overcoming 13 of the most common buyer and seller objections, whether it’s face-to-face or online.
Your audience will learn:
A. How to use spoken language and body language to negotiate more effectively.
B. How to use the language of negotiation to close more transactions.
C. Thirteen powerful scripts to overcome common buyer and seller objections.
Designed for: Broker/owners, managers, plus new and experienced real estate agents.
Length: This session may be presented as 60, 75, 90, or 120 minutes.
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Unlock the Secrets of Leadership Success
This three-hour leadership workshop assists leaders at all levels of the real estate industry to identify their unique leadership style, avoid burnout, and to build stronger, high performance teams at all levels of their organization. Participants will learn how to zap negativity, create a positive mindset, as well as simple ways to manage conflict. The talking circle exercise that closes the workshop is one of the most powerful means ever created to build group cohesiveness as well as to illustrate the power of being heard without judgment or comment.
Target Audience: Association Executives, WCR, trainers, broker owners, and agents who hold leadership positions in the real estate industry who want to grow their leadership skills.
Length: 150-180 minutes
- Learning Objectives: In today’s session you will learn:
A. Leadership strategies for reducing stress and managing change in your organization.
B. Four key components for effective leadership.
C. How to eliminate energy drainers that block top performance.
D. The secrets to attracting and leading a great team.
- Four strategies to prevent burnout and to avoid going “splat!”
- Eliminate costly adrenaline triggers (Adrenaline Quiz)
- Reinvent your mindset including how to handle negative comments, how to control your personal self-talk, what to do when a team member or direct report goes negative, as well as how to create a negativity free mindset.
- Put attraction into action: The six secrets of attracting and maintaining an effective leadership team.
- The four dimensions of leadership—“What’s Your Leadership Style?” Quiz
A. Change vs. status quo
B. Reaction vs. response
C. Self-focused vs. other focused
D. Open vs. closed (what it takes to avoid burnout)
- Four key leadership questions
A. What results do you want to create?
B. What actions can I take today to stay ahead tomorrow?
C. How can I better support those I work with to get what they want?
D. What feedback do I need to create the best possible experience and outcome for my leadership team?
- Being Heard Exercise
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Put It Local, Take It Global: Nine Secrets for Working With Global Clients - New 2011
Today's real estate market is no longer just local—it's global. Serving the global real estate consumer requires a completely new set of strategies that honors cultural differences while also integrating the best of Web 2.0 strategies including the videoization of the web, iPodification, and innovative uses of social media platforms. This session reveals nine secrets of working more effectively with both local and global clients both on and offline.
Learning Objectives: Participants in this session will learn how to:
- Implement best practices that capitalize on four new business shaping trends: videoization of the web, iPodification, globalization, and social media.
- Modify their communication strategies to fit global clients including taboos to avoid, key points of differentiation between numerous countries, as well as key body language cues to watch for when clients are not fluent in English.
- Four key cultural dimensions that help agents and brokers understand differences between U.S. clients vs. those from other countries including directness, hierarchy, consensus, and individualism vs. collectivism.
- How to leverage Web 2.0 for business development and efficient global customer service.
- How to unlock the buying codes for most major countries.
- Five key expectations most global clients share.
- How to implement listing and website translation services, listing syndication, and video syndication to attract and convert more global business.
- Taboos to avoid.
Results: Your participants will provide better customer service to their global clients due to a better understanding of cultural differences, be able to reach more global clients through global Web 2.0 strategies, plus convert more global client leads into closed business.
This session may be presented in a 90 minute, 120 minute, or 180 minute format.
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Why Didn't You Just Text Me? Nine Secrets for Bridging the Generational Gap
For the first time in history, the age of our clients influences how we will communicate with them. This is especially challenging for the real estate industry where the median age of Realtors® is over 50 and the median age of first time buyers is 31. This session unlocks the secrets of communicating across the generations.
Learning Objectives: Participants in this session will learn:
A. Nine secrets for bridging the generational communication gap.
B. How to improve your personal communication skills based upon technological expertise and generational differences.
C. How to implement the latest technological trends into your business including syndication strategies, blogging, and social networking.
This session may be presented in a 90 minute, 120 minute, or 180 minute format and has been approved for CE credit in numerous states.
Session Outline
I. Learning Objectives
II. Principles that Apply to All Generations
A. Secret #1: The Five Steps for Creating a Multi-Generational Marketing Campaign.
B. Secret #2: What you're really selling—it's not real estate
C. Secret #3: Multi-sensory marketing and staging
III. Secret #4: Multi-Generational Negotiation Strategies including charge neutral and letting the client own their own decisions.
IV. Secret #5: Body language: what they're really saying. Emotional vs. logical decision makers, truth telling, and other "tells."
V. Secret #6: Adapt your marketing to fit generational differences
A. Traditionalists (born before 1946), 59 million, stable, loyal, & dedicated, respect for tradition, authority, rules & self sacrifice. More likely to be conforming—won't rock the boat.
B. Baby Boomers (1946-1964)—idealistic, workaholics, "Me" generation,
C. Secrets for working with Boomers and Traditionalists
D. Gen X (1965-1976) 48 million, latch key kids born into the highest divorce and abortion rate in history. Over 1/2 were raised in one parent homes. No heroes, cynical, don't respect authority, want it now!
E. 21st Century "floor time:" Six insights from Gen X (immediacy and authenticity)
F. Gen Y (1977-1994): Collaborative, optimistic, peer group influence, most educated, fun, impatient, and narcissistic.
G. The hottest new niche for Gen Y: "the Mommy Market"—unlike Gen X, want kids.
H. Face-to-face communication challenges for Gen X & Gen Y
I. Go for Win-Win Negotiations
VI. Secret #7: Communicate the Way Your Clients Want to Receive Information
A. Instant Messaging, Jott, and iPodification,
B. Social media including blogging, Facebook, Twitter, and LinkedIn
VII. Secret #8: Video—the Hot New Application for 2009
A. Syndicate your virtual tours to 15 different video portals with TubeMogul.com
B. Ten ways to use video in your business
VIII. Secret #9: The web is like a haystack—the more places you are, the more likely potential clients are to find you.
A. What's hot in terms of today's marketing revolution
1. Word of mouth and viral marketing—get someone else to tell your story.
2. You are what you publish—blogs, podcasts, & vlogs create trust and credibility.
B. Website Syndication
1. Go global with Immobel.com and Proxio.com
2. Make your listings stand out with at least 20 pictures—increases page views on your site up to 300 percent.
IX. Action steps and close
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"Don't Call Them Wealthy: Secrets to Working with Affluent Clients"
Ninety-two percent of today's millionaire's are self made—don't call them "wealthy'—they call themselves "successful" members of the middle class. If you represent the top 10 percent of clients in your market area, this session will unlock the best kept secrets you need to know to represent the most affluent real estate clients in your market.
Don't call today's millionaires "wealthy'—they're "successful" members of the middle class. This session unlocks the 12 best kept secrets you need to know to represent the most affluent clients in your market.
Designed for: Broker/owners, managers, and experienced real estate agents
Goal: To assist participants in doing a better job of providing the utmost in customer service to their clients not only in the luxury price range, but in all other price ranges as well.
Learning objectives: Participants in this session will:
Be able to integrate the four pillars upon which luxury branding and marketing rely.
Tap into the unconscious buying triggers that motivate buyers in all price ranges.
Market more effectively to international clients based upon their "culture code."
Session Outline:
- Dream-weaving: You're not in the real estate business
- You attract who you are: how the Attraction Principle plays out in the luxury market
- "It pays to be seen in the right places."
a. The four pillars of branding your real estate business.
b. Making the connection and keeping it strong.
- How to avoid the one mistake that will kill your luxury business in a heartbeat
- Why Miami rather than Beverly Hills? When knowledge of the local inventory is not enough.
- Unlocking the luxury buying code: secrets from the Fortune 100's leading marketing guru, Clotaire Rapaille
- Shark aquariums and James Bond rooms: what today's buyers really want.
a. Multi-sensory marketing
- The Russians Are Coming: Tapping the buying codes from other cultures.
- Never make another referral again: the proper etiquette for introducing your best clients to the best service providers.
- Discreetly marketed properties—it's all about your network.
- Strategies for Slaying the Dragon in the Deal: when product inventory and market statistics are critical
- All you have to do is to move your clothes—providing the ultimate real estate customer experience.
Length: This session may be presented as 90, 120, or 180 minutes.
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Gems and Trends for 2012
What will the next decade of 21st Century real estate be like? What changes do you need to make today to stay ahead of the competition tomorrow? Learn how to turn today's change into dollars with the top trends that will influence the real estate business today and throughout the upcoming decade.
Learning Objectives: Your audience will learn:
1. How to implement best practices related to ten key trends that are reshaping the real estate industry.
2. Strategies for capitalizing on major business trends including transparency, globalization of the real estate market, the shift from commoditization to customization, and the shift from top down marketing to authenticity and on-going conversations.
3. How demographic trends such as "Middlelescence" and the Gen Y "Mommy Market" will drive the next real estate recovery.
4. How to implement the latest technological trends into their business including "everything in your pocket," "F2F (Face-to-face rather than text2text), meetups, plus video syndication strategies in order to provide improved levels of customer service.
5. How to monitor and protect their online reputation where "Big Brother" may be stealing their data and their identity.
6. How the drive to consolidation is creating more powerful platforms for consumers as well transforming the future of the MLS.
7. How some of today's unusual innovations may show up in their business tomorrow.
This session may be delivered in a 90, 120, or 180 minute format.
Results: Your audience will leave this session with a list of cutting edge tools and strategies that they can use today to increase their profitability and to provide even better customer service tomorrow.
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Waging War on Real Estate's Discounters (Earning Full Commissions in a Competitive Environment)
Background: The media and the so-called alternative business models have hammered the point that commission is the only factor to consider when hiring a real estate agent. The strong market of the past few years has allowed these models to prosper at the cost of the full service model. Nevertheless, only 15 percent of consumers choose their broker based upon the commission rate. Five percent want and will pay for premium service. The other 80 percent want value, which is a combination of both commission and service. The issue facing full service brokerages is how to educate sellers about the benefits of using a full service brokerage. Research collected from across the country consistently shows the same pattern: a skilled real estate broker who charges a full commission normally nets the seller more money than using a broker who discounts.
Results: More listings taken at a full commission, increased profitability, better market exposure for your inventory, increased referrals, and improved customer retention. If you're tired of having to defend your commission at every turn, Bernice's presentation will show you how to reclaim your power and start earning the full commissions you deserve.
Designed for: Broker/owners, managers, plus new and experienced real estate agents
Your audience will learn:
- The key strategies for earning full commissions from Bernice's book, Waging War on Real Estate's Discounters.
- How to create a Premium Marketing Plan that uses technology, competitor reconnaissance, and guerilla marketing strategies to differentiate their services from the competition and thereby convert their clientele into raving fans.
- Over 25 ways for agents to create their personal "unique selling proposition" that will assist them in overcoming both discount and traditional brokerage competitors.
- Proven scripts and dialogues to overcome the discount objection.
Purpose: To help full service agents who charge a full commission create a unique selling proposition that net sellers the highest price possible in the shortest amount of time.
Special Features: Waging War on Real Estate's Discounters (Alternative Title: Earning the Commissions You Deserve in a Competitive Environment) is a fast paced program packed with proven scripts and strategies to help agents earn the full commissions they deserve. Participants will walk away with over 25 strategies to make their marketing plan unique. This session can be presented in a 90 minute, half-day, or full day format.
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How to Create and Sell a Wildly Profitable Real Estate Business
Whether you are an agent or an owner-broker, are you ready to close the most important deal of your career—the sale of your real estate business? This jam-packed session will show you the ten steps you must take to create a wildly profitable real estate business. You will also learn what is required to successfully sell your business, key strategies to help you make your business more valuable, how to price your business, issues to consider at sale, as well as pitfalls that cost you plenty.
This session can be customized to the general agent population or for broker-owners.
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Coach Your Office to Increased Profitability
What do agents want today when you try to recruit them? EVERYTHING! The market is slow, budgets are tight and many agents are exiting the business. This session gives you concrete, inexpensive steps that you can take to provide your agents with cutting-edge technology, plenty of leads, while simultaneously building your profitability.
Your audience will learn:
1. Traditional and Web 2.0 marketing strategies to build your brokerage business and increase your profitability.
2. Five recruiting strategies to attract more high quality, productive agents including how to spot the top producers of tomorrow.
3. Managing and retaining across the generations.
4. Tech tools to increase profitability and to attract the best young talent.
5. Easy to implement strategies that will help your older agents become excited about using the latest social media prospecting tools.
6. A simple six step-coaching model to help your agents become more effective and more profitable.
Results: Increased agent and office profitability, improved recruiting and retention, plus a significant competitive advantage for your office/brokerage in 2011 and beyond.
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