In my last blog, I mentioned that I would share some excerpts from my new book, “Make the Move.” Here is a preview of the cover- what do you think?

The premise of “Make the Move” is to help agents who have not mastered online marketing and systematized their business using Internet tools. The goal is to help them migrate their business online. My goal is to provide you with the information I have learned over the past 7 years teaching Internet marketing and technology training to agents and brokers. I will also share with you the best and brightest ideas of the top agents across North America. They have generously shared their ideas. We have all learned from one another.

So today, let’s start with one of the Top Agents featured in the book- someone many of you already know, Donna Harris, as an Active Rain Rainmaker. Donna generously shared how she started an online business and how she now generates nearly 100% of her business online.

Donna’s consistent blogging and the online presence that she has developed has generated high search engine ranking, Internet leads, provided a real service to her customers and allowed her to prospect painlessly.

Here’s how to work with Internet consumers in Donna’s own words:

“Working with Internet leads is different from working with the traditional consumers. You have to understand how to work with Internet consumers versus traditional consumers. The typical open house buyer, you get to meet. There is no anonymity. You know they are real, same with a sign call. You have the opportunity to talk with them. The Internet buyer, however, is just searching online. They may click on a pop-up without thinking about it. They insert their criteria; they are casually looking. You never know their actual price range. They still have anonymity; you need to follow-up differently. You can’t push. You don’t know their motivation. You need to stay in touch in a less invasive manner. Targeted drip e-mail campaigns work well for this. This just provides a way to stay in touch without constantly bugging them for an appointment.”

NEXT BLOG- I’ll share how Donna grew her database to over 3,500 prospects. Now that the book is almost ready- you’ll be able to find it on my website in about 1 month- my future blogs will contain smart tips from the book garnered over the past 7 years as an Internet marketing innovator and some of the very best ideas from the Top Agents featured in the book, who so generously share their expertise.

Now that the deluge has begun again, I look back on this summer. This was one of the most incredible summers we have ever had in Seattle. We actually had a summer! One of my favorite one-liners is, “Welcome to the Seattle Rain Festival, Sept through June.” During this wonderful summer, where we had a record number of days over 80 degrees and no rain for almost 4 months, I made a move to Port Ludlow on Hood Canal.

Having moved from downtown Bellevue, this more rural environment is so delightful. Everyday feels like I am on vacation: the air is redolent with the smell of salt water and pine trees. I have deer in my backyard. I am living in Paradise- actually, on Paradise Bay. The move was very beneficial in terms of lifestyle. When I commute, now it is by ferry boat vs. on congested freeways and bridges.

Making a move to enhance a lifestyle or to be closer to family or work can be so rewarding.

Now think of how rewarding it would be to make move (a lifestyle enhancement) for work- your real estate profession.

Can you imagine automating more of your work so you can do more in less time? I can. I have. Many agents have started using more technology. Really most agents have, at least to some degree: online forms, syndicating listings, digital photos and virtual tours of listings, email, etc. What about other enhancements? Are you migrating more of your prospecting and follow-up online? There are specific tools that will allow you to market yourself and your listings online. Many of them are FREE. Are you taking advantage of all of the FREE or cost-effective tools that are available to help you build relationships with more people than ever before? Have you created an E-farm - a database of prospects, clients and past clients that you provide valuable information to in order to position yourself as their real estate resource?

This summer with my move, I spent time writing a book on how to build your business online. I have included some examples from top agents across the country, who have built a database of literally thousands. Their business has not suffered in the downturn. The book includes: planning, online prospecting, managing a large database, using tech tools and building relationships using social media. It is called, “Make the Move- How to Move Your Real Estate Business Online.” I will have it available on my website within a month. My goal is to help you make it to the top! I will share excerpts from “Make the Move” in the following blogs.

It was a great summer; I hope you enjoy the book.

Since I started Base Camp about 1 ½ years ago and have been teaching live classes, I have noticed a real need for some tools to help agents organize their business.

When we discuss business planning in class, only about 1/4 - 1/3 of the agents in class have written business plans. Of those agents who do have plans, only about 50% of those agents have broken down their plans into how many prospects they need to accomplish their financial goals. Many agents stop their planning at how much money they want to make and how many transactions they need.

On the Real Estate Base Camp web site, we have placed a FREE, downloadable calculator to help agents determine how many prospects they need to reach their goals.

• Go to: www.rebasecamp.com
• Click on “The Right Tools for the Job”
• Click on Products and download the calculator

We also have a Business Plan that you can purchase for a nominal fee if you don’t have a good template for your annual business plan. Many of the top agents begin their planning process in November to jump start their next year.

The other tool that is missing is a budget. Often, I will ask in class, “How many of you know how much money you have made year to date?” Truly, about ½ of the agents in class can tell me. The next question seems more of a challenge. When I ask, “How many of you know how much money you have spent on marketing year to date?” almost no one knows! You really want to run your business like a business. You also want to be able to know what kind of results your marketing dollars are yielding-what’s working and what’s not. There is a FREE sample budget on our web site that you can download and use. I would also encourage you to use analytics to measure your results. Google has very effective and FREE analytics tools.

Let us know how helpful you find the tools. We are committed to helping you make it to the top!

Seattle King County Association of Realtors and Real Estate Base Camp sponsored another great panel, featuring Matt Heinz (Pres. of Heinz Marketing), Rhonda Porter (CMPS and top producer for Mortgage Master) and David Gibbons (Dir, of Community Relations for Zillow). They each shared their areas of expertise- Matt on Marketing, Rhonda on blogging, and David on technology. The panel took questions from the audience. The panel advice wasn't limited to their areas of expertise. They were all so versatile and shared ideas on how to use technology, social media and marketing ideas to grow your business. They were all so generous, smart and very witty!

The biggest take-away from each panelist was:

Matt- know your customer. Social Media isn't effective if your customers aren't online. Know what they want and how to deliver the information in the way they'd like to receive it.

Rhonda- provide relevant information that will help your customers, potential customers and client be well informed and comfortable making decisions about real estate.  If you provide value, consumers  will get in contact with you to do business .

David- while everyone is excited about the newest technology and social media trends, it is important to remember that technology is just a tool to build relationships. It is vital to build the relationship. Technology merely makes it easier to build relationships with more people than ever before.

It was so valuable to hear from experts who are affiliated with our industry, so they understand it - yet  who also bring their perspective.  Often, we in real estate, tend to get myopic and lose focus on what is happening around us.

One of the prospecting ideas that agents have used so effectively over the years is to send out an e-newsletter to their entire database wishing them a happy 4th of July and providing some tips to help ensure that the day is safe and fun. You could also post these same tips on your blog. Many people know what they need to do, but based on the fact that there are literally thousands of children, pets and adults hurt every year the safety tips are always a good reminder. You can obtain ideas for safety tips just by “Googling” the topic. The SPCA has some excellent tips for pet lovers like, “Never use fireworks around pets! While exposure to lit fireworks can potentially result in severe burns and/or trauma to the face and paws of curious pets, even unused fireworks can pose a danger. Many types contain potentially toxic substances, including potassium nitrate, arsenic and other heavy metals.” The tips don’t all have to be dire warnings. There are some excellent tips for alternate ways to celebrate. For example Lisa Holt, RN, MS offered this suggestion, “Try offering glow sticks as a safer, non-toxic alternative to sparklers this year.” Sparklers get hot enough to melt gold (1800*F). They are not safe in the hands of young children. Another excellent site for tips is the National Council on Fireworks Safety. Their mission is to educate the public. They have many safety tips such as:

• “Always have water handy. (A hose or bucket).
  
• Only use fireworks as intended. Don't try to alter them or combine them.
  
• Never relight a "dud" firework. Wait 20 minutes and then soak it in a bucket of water.
  
• Use common sense. Spectators should keep a safe distance from the shooter and the shooter should wear safety glasses.
  
• Alcohol and fireworks do not mix. Have a "designated shooter."
  

Wherever you find the safety tips (perhaps you even have a few of your own) write up a short paragraph or two, list the tips and wish your database a fun holiday. This is just one more way to stay in front of your past clients, sphere, neighbors and prospects. It lets them know you care.

What do YOU do on the 4th to connect?

It is great to see more sold signs around town! Many agents are telling me that the market is picking up. It seems the tax credit for first time buyers is helping, the prices and of course the interest rates. At Gary Keller’s seminar which I mentioned a while ago, he shared the stats that 50% of the 2009 transactions are to first time buyers. First time buyers have usually started the recoveries of the past. Then the transactions move up the food chain. Is that what you are seeing as well?

While teaching a class in Yakima for the Yakima Association of Realtors, one of the agents showed me the SOLD signs many of the agents over there are using. Thought you would enjoy seeing what they are using as much as I did:

I attended a seminar presented by Gary Keller last week. It was exceptional. There were so many things that resonated with the entire audience. The special take-aways for me were:

•   The quote by Peter Marshall presented by Gary Keller: "Diamonds are made under pressure"

•   This is a defining moment in the marketplace and therefore in our careers: It needs to be the era of extra effort- average won't cut it. Choose the results you want; then match your effort.

•   Twice as many sales get made before noon.  Prospect in the morning.

•   Use time blocking: How you spend your time is how you spend your life. Block your time to achieve your desired results. The amount of money you make is a direct result of how you spend your time.

•   Learn and use scripts- you have to know what to say: when you prospect, when people ask you, "How's the market?" And, learn and use scripts when you are handling objections.

•   Last year first time homebuyers comprised 41% of all of the purchases.  That percent will probably rise to 50% this year. They are a great target market.

This info was just a glimpse of the information and ideas shared to help agents SHIFT their business to become more successful in today's market. I really liked the fact that Gary Keller mentioned: today, the biggest focus needs to be on lead generation.

We need to have a good attitude regardless of the economy!

Here are 10 bad attitude busters:

1.    Smile. Duh!  No Really!  Just smile. You'll be amazed at how much better you feel and the difference in the reaction you'll get from others.

2.    Do something nice for someone else. It ALWAYS makes you feel better. Help a co-worker by holding an Open House or help your elderly neighbor in with his/her groceries. Volunteer to bring the cookies to the kid's soccer game.

3.    Do something nice for yourself. As Realtors we are really good at doing for others, but not very good at doing something for us. Our generous nature sets us apart. It may also keep us from paying attention to what we need/want. Get in that last run on the slopes; see the new Animal Planet movie; have a manicure/pedicure or a facial. Sit and relax for 1 hour with a good book.

4.    Call your past clients. They think you are great.

5.    Get some exercise- any kind: a walk, running, swimming, Pilates, Yoga, Salsa dancing... This is a key ingredient in your happiness factor.

6.    Get together with friends and family. Make the time. It is vital. When you see yourself reflected back in the eyes of people who love you, it strengthens you.

7.    Don't listen to so much news. It really can be depressing.

8.    Listen to good music. It is uplifting.

9.    Don't hang around with negative people. If your office has negative people in it, tune out or don't send more than a few minutes there. If your friends are negative, for now don't spend as much time with them. Find positive people to reinforce your approach to the world.

10.  Take a minute to list the things you are grateful for.

Remember:

"Life is not about waiting for the storms to pass...
it's about learning how to dance in the rain!"      anon

What are YOU doing to keep a good attitude?

As CEO of your own business (most of you work with a broker, but you are in charge of the success or failure of YOUR business), you are responsible for business development:

Planning.  Budgeting.  Building Your Brand.  Marketing.  Prospecting.  Systems.  Follow-up.

Many people leave that to chance.  They say they are too busy.  But if they do not market and prospect, there will be no business - especially in this market.

                                      Hope is NOT a marketing strategy!

Start with a plan.  You need to know your numbers.  Every top agent treats real estate as a business-their business!  Decide what you want to earn.  Break it down into number of transactions needed.  Next, break it down into how many prospects you need to generate the income you desire.  Build a large database. Add to it every day.  Prepare a budget.  You need to know how much you are spending and what is working.  Today, eliminate ANY unnecessary expenditures.  In the last blog we discussed learning technology.  There are so many FREE and cost effective ways to market your-self online. Build your brand on social networks today.  That is where the Gen X & Gen Y buyers are. 64% of first time buyers are under 35.  Use your website to market yourself and your listings.  Syndicate your listings.  Drive traffic to your personal website with smart value propositions and use web capture to obtain emails.  A CRM -customer relations management system - is essential to stay in touch.  Agents aren't very good at consistently staying in touch- they just aren't.  (I apologize to the 12 people out there who are good at it!)  Find an automated system and use it.  Import your database and send out an e-newsletter or a market update every month.  Call people; we need to personalize our communication.  Check to see what is working- don't keep spending money on things that do not yield results!  Google docs have free spreadsheets. Google also has free analytic tools to help you see what is working.

Build your business a day at a time.  You're in this for the long term.  Right now it is a challenge.  The market always turns.  Lay the groundwork today for an extraordinary business.

And, most of all FOLLOW-UP!  Every day.  Schedule it.  If you schedule it- you will do it!

Gary Keller, who was in town for a seminar shared a quote from Peter Marshall that is so apropos: "Diamonds are made under pressure."

What are YOU doing to build your business today? 

The next question we need to address is, "What new skill have I learned today?"

In order to accomplish this great habit of lifelong learning, think about the skills you need to learn to be successful in this market; then make a list of what you need to know.

Sample list:

•        How to negotiate? (Over the past several years that became a lost art- we only had to ask, how much over asking price do you want to spend.)

•       How do I handle selling foreclosures and REOs? (Essential today!)

•        How do I syndicate my listings?

•        How to take great photos to market my listings online? Or, who can I hire to do that for me?

•        How to use social networks?

•        How, where, what to blog?

•        How to organize and send a group email in Outlook?

•        How to use a CRM (Customer Relations Management system) to stay in touch?

•        How to use the functions on my new Smart Phone?

We can learn something new every day - especially in the Internet marketing and tech arenas. If we learn a little bit at a time, it is not overwhelming.

Schedule yourself! 

Sign up for a good class or designation class on negotiating and/or foreclosures.  Stop by a Mall kiosk where they have Smart Phones. Ask them to show you how to use it.  Schedule 1 hour per day, from 7:30 - 8:30 am just to try out and learn a new tech skill or marketing skill.  Go online and set up your profile on Zillow and Trulia- it is free; it is straightforward.  Try it.  Next, go in and read the Q/A on Trulia or Zillow- post a comment in your area of expertise.  Next try out something new online.  Check out websites.  Because of the recession, Microsoft is providing some free online classes on their products, so you can learn how to use some of the tools you have.  In this market, most agents spend at least 1 hour a day worrying- get into the game!  

You can do this!  Remember, a bite or byte at a time...

What have YOU learned today?