.wrapper { width:775px; border-left:5px solid black; border-right:5px solid black; border-bottom:5px solid black; margin:0px; padding:0px; } .content { padding-left:35px; padding-right:25px; clear:both; font-family:verdana; font-size:13px; } .title { font-size:25px; font-weight:normal; letter-spacing:2px; font-family:verdana; border-top:2px solid black; clear:all; text-align:right; } .pictureleft { float:left; margin-right:10px; margin-top:10px; margin-bottom:10px; } .content ul { list-style-type: disc; list-style-position: inside; } .content ul li { text-indent:20px; } .style1 { border-width: 0px; } .style2 { font-size: small; font-weight: normal; letter-spacing: 2px; font-family: verdana; border-top: 2px solid black; clear: all; text-align: right; } .style3 { text-indent: -.25in; line-height: 115%; font-size: 11.0pt; font-family: Calibri, sans-serif; margin-left: .5in; margin-right: 0in; margin-top: 0in; margin-bottom: .0001pt; } .style4 { text-indent: -.25in; line-height: 115%; font-size: 11.0pt; font-family: Calibri, sans-serif; margin-left: .5in; margin-right: 0in; margin-top: 0in; margin-bottom: 10.0pt; } .style5 { font-family: Verdana; font-size: medium; }
The Lones Group, Inc.

HOW TO GET REFERRALS – NEVER ASK FOR THEM!

Many real estate trainers, speakers, and ‘gurus’ preach the same gospel : “If you want referrals, you better ask for them.”

I say just the opposite.

All the gurus that tell you to ask for referrals after every sale are missing one big point. Think about it. How do your potential buyers, sellers and past clients FEEL when you ask for a referral?

It’s an uncomfortable moment. They know you want something from them and it tarnishes the trust you’ve built together. Instead of a confidant, you become a typical salesperson. And most salespeople – like it or not- are seen as sharks by the average consumer.

My own personal market research focuses on what the consumer wants and how he or she reacts to what you’re asking for. All the consumers I’ve talked to adamantly state that if you exude professionalism and stay in touch with them, they will give you referrals – without you ever having to ask for them.

IF you’re not getting referrals, it has nothing to do with whether or not you are asking for them. Here are the real reasons you’re not getting referrals:

1. You’re not staying in touch with them after you get their money. Consumers want professional advisors who are looking out for them out of genuine concern – not just to make a sale.

 

2. Your marketing campaign is ego-based (meaning it’s all about you and your next transaction). This creates the image of a shark-like predator in people’s minds and they will avoid you just as they would a Great White.

 

3. You’re not giving enough of your expertise away. By ‘giving away’ I mean your expertise, advice, and good will – positioning yourself as your clients’ trusted expert.

The main reason people are stingy with giving referrals is that they’re afraid you may reflect badly on them. They don’t want to disappoint their friends and family by sending them to yet another shark. Even though you may be an honest pillar of your community, asking for a referral triggers the ‘shark alarm detector’ in people’s minds.

Also, when you’re at parties or events, don’t’ hound people by asking for business. Too many real estate agents are in the nasty habit of handing out cards while saying “Call me!” with a cheesy smile.

Instead, just talk to people. It’s okay to tell them you’re a real estate agent. But instead of asking for business, share something with them. Ask for advice about what they’re an expert on. Make a connection. Then, shake hands and exchange cards without asking for business. Making a connection is a two way street not a one way road.

They know now what you do, and will be more likely to call you when they need you. You also know what they do and can refer business to them. See? “Win-win” always works. The sharks aren’t making strong connections with others and are developing a bad reputation in the community by presenting themselves as predators who only care about their next sale. Don’t be one of them!

One more tip: Some of the best referrals come from transactions where things have gone wrong. You may think I’m joking, but it’s true. When you take a disaster and turn it around with your diligence and hard work, you often shine brighter than in transactions when everything goes smoothly.

Never ever think that you’ve screwed up! When problems arise, this is your golden opportunity to generate referrals. Dive in there and fix everything – no matter how irate or unreasonable your client may appear at the moment. They will sing your praises just as strongly when you solve new problems.

Bottom line: If you feel uncomfortable asking for referrals, you can bet your clients do too. It sounds great at a seminar, but in real life if you’re doing anything that makes you feel uncomfortable, it will show in your mannerisms and voice. This sparks distrust and sets off people’s finely tuned ‘shark alarm detectors’. Don’t be a shark!

But does it feel uncomfortable to send out real estate information in the form of letters, articles, or reports? No. You always feel good knowing you’re serving your past, present and future clients. And they feel good knowing there is somebody out there they can trust. Every time you contact them, you are in effect generating referrals – without asking.

And if you don’t agree with me that is okay because what really matters is how your clients feel when you are asking for referrals. What may seem to work for you may not work for them.

Denise Lones

Denise Lones CSP, MIRM The founding partner of The Lones Group, Denise Lones, brings over two decades of experience in the real estate industry. With expertise in strategic marketing, business analysis, branding, new home project planning, product development, and agent/broker training, Denise is nationally recognized as the source for all things “real estate”.

Denise’s background in residential real estate sales and management includes an impressive list of awards. Using custom marketing campaigns and business development systems she personally created, she was consistently among the highest producing Realtors® in a marketplace of 3,000+ agents. Denise was the only agent in the State of Washington to be awarded the esteemed MIRM designation – the top national achievement for new home marketing. In 2004, Denise was awarded the prestigious Hugh Hawkins Instructor of the Year Award by the Washington Association of Realtors.

As a columnist for isucceed.com, Realty Times, the National Association of Home Builders, and the Washington Association of Realtors, Denise has a strong “voice” in the real estate community.

Denise is a certified instructor for many prominent trade groups and educational institutions, including the Washington Association of Realtors, Master Builders Association, iSucceed.com, Washington State Department of Licensing, Windermere Real Estate, and the Washington State Housing and Finance Committee

With a passion for improvement, Denise has helped thousands of real estate agents, brokers, and managers build their business to unprecedented levels of success, while helping them maintain balance and quality of life.


The Lones Group, Inc.
 
.wrapper { width:775px; border-left:5px solid black; border-right:5px solid black; border-bottom:5px solid black; margin:0px; padding:0px; } .content { padding-left:35px; padding-right:25px; clear:both; font-family:verdana; font-size:13px; } .title { font-size:25px; font-weight:normal; letter-spacing:2px; font-family:verdana; border-top:2px solid black; clear:all; text-align:right; } .pictureleft { float:left; margin-right:10px; margin-top:10px; margin-bottom:10px; } .content ul { list-style-type: disc; list-style-position: inside; } .content ul li { text-indent:20px; } .style1 { border-width: 0px; } .style2 { font-size: small; font-weight: normal; letter-spacing: 2px; font-family: verdana; border-top: 2px solid black; clear: all; text-align: right; }
The Lones Group, Inc.

 

FOLLOW-UP AND FOLLOW-THROUGH…WHEN THEY LEAST EXPECT IT!

Almost five years ago I first met her.  Her name was Jill.  (No, this isn’t a cheap romance novel.  Stick with me here.)  Jill is a happy, bubbly lady who works at the cosmetics counter at Nordstrom’s—selling a very expensive line of cosmetics. 

I was shocked to find out that a simple little jar of cream for your face could cost $200.  With excitement and a deep concern for what I was looking for, Jill patiently explained to me what each bottle does and how it works. 

Before I knew it, I was walking out the door with a giant bag of creams, potions, and lotions that I never heard of…and a bank account much lighter than when I entered.  What was I thinking?!  Never in my life had I splurged so much on stuff for my face.  I promised myself, “Never again will I spend so much on silly cosmetics!”

Two weeks later, Jill called me. “Do you notice a difference yet?,” she asked.

Four weeks later, she called again.  “Are you seeing anything yet?”

Two months later: “Are you a new woman yet?” 

Jill’s follow-up is simply unbelievable—something I had never seen before.  The fact that she calls me to ask if I notice these changes encourages me to keep using the product, instead of letting it sit on a shelf.  By doing so, she keeps me thinking, “Well, it must work, if she’s so expecting me to see a difference.  Maybe they’re not just silly cosmetics after all!”

When she calls me, she’s short, sweet, and to the point.  And not only that, she doesn’t push me to buy anything else.  This alone makes me more inclined to buy from her again because she’s showing me that she cares, and she’s not in it just for the quick buck.

Which is the opposite of Larry. (This is not his real name, I have changed his name to protect his identity and to not embarrass him) Larry is a stockbroker I consulted when I first decided to invest.  I had little experience and I was looking for a seasoned professional to help me pick my stocks.  He was nice, patient, and very informative.  But guess what?  Once he got my money…I never heard from him again!  Until… 

My name was in the paper because my family was involved in a very bad pipeline explosion.  All of a sudden, Larry calls me with fake concern saying “Hope you’re doing well.  Heard about the accident.  Oh, and by the way, I’m sure you’re going to sue the company, so when you get your settlement, I’ve got some great stocks for you!” 

Talk about an ambulance chaser!  This guy proved to me that he’s nothing but an opportunistic leech who cares only about stuffing his wallet.  The only reason he called me was because he wanted something from me, not because he cared about my family’s well-being after a serious accident.  Will I ever buy anything from this scumbag again?  Absolutely NOT! 

But…just last week, Jill called me again.  Even though I promised myself that I would never again buy her cosmetics, I’m so comfortable with not only using them—but also with Jill’s interest in their effectiveness—I lightened my bank account again!

What’s the lesson here?  Follow-up!  It is genuine, warm, caring concern for the people who give you money.  Don’t be fooled. When the sale is over, the sale is far from over!  If you are a successful professional, you care not only about making money, but also about the people who give it to you.  It is not what you do for someone when they are paying you that counts…it is what you do for them after you have received their money that really impresses them. 

Pick up the phone and call your clients or send them a great article in the mail.  They may have a question or problem that they’re afraid to bring up, but your follow-up will fix it for them and make them more inclined to buy from you again and send friends to you.

Are you making your clients’ experiences easy?  Are you solving their problems?  Do you truly prove to them that you’re still in it for the long haul—even after they’ve given you money?

If you can follow up with people the way Jill followed up with me, you will get repeat business.  Period.

Denise Lones

Denise Lones CSP, MIRM The founding partner of The Lones Group, Denise Lones, brings over two decades of experience in the real estate industry. With expertise in strategic marketing, business analysis, branding, new home project planning, product development, and agent/broker training, Denise is nationally recognized as the source for all things “real estate”.

Denise’s background in residential real estate sales and management includes an impressive list of awards. Using custom marketing campaigns and business development systems she personally created, she was consistently among the highest producing Realtors® in a marketplace of 3,000+ agents. Denise was the only agent in the State of Washington to be awarded the esteemed MIRM designation – the top national achievement for new home marketing. In 2004, Denise was awarded the prestigious Hugh Hawkins Instructor of the Year Award by the Washington Association of Realtors.

As a columnist for isucceed.com, Realty Times, the National Association of Home Builders, and the Washington Association of Realtors, Denise has a strong “voice” in the real estate community.

Denise is a certified instructor for many prominent trade groups and educational institutions, including the Washington Association of Realtors, Master Builders Association, iSucceed.com, Washington State Department of Licensing, Windermere Real Estate, and the Washington State Housing and Finance Committee

With a passion for improvement, Denise has helped thousands of real estate agents, brokers, and managers build their business to unprecedented levels of success, while helping them maintain balance and quality of life.


The Lones Group, Inc.
 
.wrapper { width:775px; border-left:5px solid black; border-right:5px solid black; border-bottom:5px solid black; margin:0px; padding:0px; } .content { padding-left:35px; padding-right:25px; clear:both; font-family:verdana; font-size:13px; } .title { font-size:25px; font-weight:normal; letter-spacing:2px; font-family:verdana; border-top:2px solid black; clear:all; text-align:right; } .pictureleft { float:left; margin-right:10px; margin-top:10px; margin-bottom:10px; } .content ul { list-style-type: disc; list-style-position: inside; } .content ul li { text-indent:20px; } .style1 { border-width: 0px; } .style2 { font-size: medium; font-weight: normal; letter-spacing: 2px; font-family: verdana; border-top: 2px solid black; clear: all; text-align: right; }
The Lones Group, Inc.

 

A SHOCKING PHONE CALL—DON’T LET THIS HAPPEN TO YOU!

You know something is very wrong with our industry when a top producing agent—and I’m talking a major player here—calls to inform me that she’s going to be getting out of the market.

Background: She’s been in the business twenty years.  She’s consistently made a quarter of a million commission dollars for the past ten years.  She is well-respected in her community and in the industry.

But now her attitude is so out of alignment that she wants to throw in the towel.  I could have believed it from almost anyone else.  But not her.

It was certainly a shocking but enlightening phone call.  I asked her, “Why in the world would you ever think about getting out of the real estate market?”

Her answer was stunning. 

“Denise”, she said, “even my broker tells me that it’s going to take another year or two to get out of this.  My husband watches the television news and is petrified that our savings are going to dwindle.  Plus, every agent around me is confirming that the market is crashing, so what am I supposed to do?”

I almost pulled my hair out when I heard this.  Nothing could be further from the truth.

Here’s a newsflash: Real estate in the State of Washington is not crashing.  Real estate in the United States of America is not crashing.

Has real estate crashed in individual areas that have overbuilt?  Yes.  Has real estate experienced challenges where too many investors came in and bought up too many properties in certain areas—properties that they could not afford?  Yes.  Were there areas hit by extremely high rates of adjustable mortgages?  Yes. 

But not here in Washington.

In fact, this agent works smack dab in the middle of the Seattle area.  Which is why I was so shocked when I received this call.

In real estate, attitude is everything.  Your attitude should be protected like an egg.  It is that fragile.  When you allow people to get into your head to the point where you’re considering leaving the business, then it’s time to take a good hard look at who you’re hanging out with.  In this business, your friends can unknowingly become your enemies.

If you work for a negative broker who whines about the calamity of it all every day, then you need to find a new broker.  I’m serious.  It’s impossible to work for somebody who is tearing the business down with a rotten attitude.

If the agents surrounding you are so misinformed, then you’re a tiny boat in a vast stormy sea.  You’d better find some calm waters quickly. 

Don’t just take my word for it.  Check the numbers.  If any agent or broker was examining their stats on a regular basis, they would see that in August 2008 the Washington market began to rebound.  Just when things started to turn around we hit September which saw the beginning of an economic crisis that absolutely concerned everybody.  This caused another stall in our market….but it was just a stall.

Yes, I know it’s scary.  I cannot predict exactly what will happen with Wall Street day to day or the global markets but what I do know for sure is that real estate is a supply and demand driven industry.   What happened has everything to do with consumer concern (and we can’t blame people for being concerned about this latest economic development) not the laws of supply and demand.  Those laws are still there and we need to pay special attention to the facts not the media hype.

And is anybody paying attention to the lineup of buyers who are sitting on the fence just waiting to buy?  Has anyone looked at our population growth in the State of Washington lately?  How about Immigration?  Migration?  The strong job market?

True, the job market has weakened a little lately.  But we’ve had an amazing job market for many years—much higher than many other areas of the country.

But in light of all the media coverage of the crisis, nobody can see that.  The fear has become palpable.  And it’s causing people to do stupid things—like consider quitting their businesses.

Fear is the problem.  The fear causes these people to quit, which brings the economy down further .   It is the responsibility of every business owner—to their families, their selves, and their principles—to ride out bad times.

The reality is that we are fortunate to be living where we are.  People love it here in Washington.  They want to be here.  They come here.  They stay here.  They buy second homes here. 

The need isn’t going anywhere.  Demand is healthy.

So, back to the agent who called me.  What do you think I said to her?  Well, all I can say is that I wish I had a tape recorder running at that moment because I gave her the biggest reality check of her life. 

By the time we were off the phone, she was relieved and happy again.  Because she didn’t really want to get out of real estate.  She was literally being forced into a bad decision by people with bad attitudes.

Funny thing is, that’s all she needed.  She had been told so often that everything is crashing that the repetition of it became embedded into her subconscious mind.

We—and I mean all of us—are surrounded by negative people.  In fact, I’d say that 98% of everybody out there is negative.  We need to be part of that tiny minority—that 2% that continues to make things happen no matter the size of the storm.  It’s that 2% that will get all the business that the 98% will leave behind due to a bad attitude. 

I don’t know who you’re hanging around with or who you’re listening to, but you need to put a freeze on negativity.  You don’t have the time for it.

Instead, make good friends with the numbers.  Numbers don’t lie.  Get out your calculator.  Do the research.  Get informed about your area in terms of demand.  Check the trends.  Don’t just take the media’s word for it.  Find out for yourself.

Now, you may be saying to yourself, “But Denise, buyers are sitting still right now.”

This is true.  I won’t deny it.  But that’s your fault too!  Have you called some of them lately and said, “Listen, right now is the most opportune time to buy real estate.  I understand everybody else is sitting on the fence, but as my client I want you to be the smart one.”

Have you had this conversation with your clients lately?  If you haven’t, then you’re not doing anything to help them.  And that certainly doesn’t help your attitude.

Have you called your overpriced sellers lately?  Give them a reality check.  Inform them that even if they come down 5%, the home they want to buy is also reduced 5%.  So it’s a moot point.  If you haven’t had this conversation with them, then you’re simply not doing your job.  You’re sitting around listening to too many negative people. 

I hate to have to be harsh, but the time has come.  I’m fed up with bad attitudes and I’m not going to allow some of the best agents in our industry to get out of the industry because of fear!!! 

So, get out there!  Take action.  Change that attitude.  Help your clients to take advantage of what will prove to be the most opportune time ever to buy real estate.

 

Ask Denise

Q: “Denise, how do I deal with time-waster clients?” 

A: The only reason you’re even asking about time-wasters in the first place is because you haven’t learned how to ask the right questions.

They’re wasting your time because you let them.  They want to go see ten more houses, but you don’t even question the last ten you showed them.  You just agree, hoping that you’ll hit pay dirt on the next ten. 

It’s time to leave the gambling to Vegas.  You need to qualify and interview people more.  That’s all time-wasters are—people you haven’t communicated with enough.

If somebody’s wasting your time, sit down, slow down, talk to them, and ask them questions:  What did you like?  What didn’t you like?  What was your favorite feature?  What can’t you live without?  What can you live without?

Be more open with your clients—and make sure you lead them.  Don’t let them lead you.

Denise Lones

Denise Lones CSP, MIRM The founding partner of The Lones Group, Denise Lones, brings over two decades of experience in the real estate industry. With expertise in strategic marketing, business analysis, branding, new home project planning, product development, and agent/broker training, Denise is nationally recognized as the source for all things “real estate”.

Denise’s background in residential real estate sales and management includes an impressive list of awards. Using custom marketing campaigns and business development systems she personally created, she was consistently among the highest producing Realtors® in a marketplace of 3,000+ agents. Denise was the only agent in the State of Washington to be awarded the esteemed MIRM designation – the top national achievement for new home marketing. In 2004, Denise was awarded the prestigious Hugh Hawkins Instructor of the Year Award by the Washington Association of Realtors.

As a columnist for isucceed.com, Realty Times, the National Association of Home Builders, and the Washington Association of Realtors, Denise has a strong “voice” in the real estate community.

Denise is a certified instructor for many prominent trade groups and educational institutions, including the Washington Association of Realtors, Master Builders Association, iSucceed.com, Washington State Department of Licensing, Windermere Real Estate, and the Washington State Housing and Finance Committee

With a passion for improvement, Denise has helped thousands of real estate agents, brokers, and managers build their business to unprecedented levels of success, while helping them maintain balance and quality of life.


The Lones Group, Inc.
 
.wrapper { width:775px; border-left:5px solid black; border-right:5px solid black; border-bottom:5px solid black; margin:0px; padding:0px; } .content { padding-left:35px; padding-right:25px; clear:both; font-family:verdana; font-size:13px; } .title { font-size:25px; font-weight:normal; letter-spacing:2px; font-family:verdana; border-top:2px solid black; clear:all; text-align:right; } .pictureleft { float:left; margin-right:10px; margin-top:10px; margin-bottom:10px; } .content ul { list-style-type: disc; list-style-position: inside; } .content ul li { text-indent:20px; } .style4 { border-width: 0px; float: left; margin-right: 10px; margin-top: 10px; margin-bottom: 10px; } .style7 { border-width: 0px; } ol {margin-bottom:0in;} li.MsoNormal {margin-bottom:.0001pt; font-size:12.0pt; font-family:"Times New Roman","serif"; margin-left: 0in; margin-right: 0in; margin-top: 0in; } .style12 { font-family: Verdana; font-size: medium; } .style13 { font-family: Verdana; }
The Lones Group, Inc.

WIDE-ANGLE LENSES ARE OUT… ‘ZOOM’ IS IN!

I was speaking at a marketing conference last weekend in Costa Mesa, CA and I was struck by how many business owners were unable to tell me exactly what it is they do.

Many of these people have wonderful business ideas but are having problems bringing them to market.

Why?

They are too “wide angle.”  They’re trying to solve everybody’s problems and be everything to everyone.  It’s like they’re afraid of losing business by leaving somebody out so they try to appeal to the widest demographic possible.

In marketing—whether you’re selling real estate or computer chips or hamburgers—in order to truly dominate your marketplace, the more you “zoom your lens” for a close-up of your clearly defined target prospects, the more successful your marketing. 

For example, at the convention I spoke with a very nice lady who calls herself a “psychic healer.”  Well, that’s a pretty broad term.  What do you heal?  Who are you healing?  How does it work?

“I’m a…” is a disempowering way to begin a sentence, especially a description of what you do.  We humans have a habit of “labeling” ourselves—labels that can hurt us.  The very phrase “psychic healer” is a red flag to many people and as soon as they hear it, they run.  Same for “attorney,” “banker,” and yes…even “real estate agent.”  By labeling ourselves, we may actually be repelling business.  Instead, we need to zoom in on exactly who we help, what we help them do, and how we help them.

When I’m asked what I do, I don’t label myself as a “speaker” or “trainer” or “consultant.” My “zoomed” answer is: “I help business owners increase their income and take business to the next level with visual marketing.”

A “zoomed” answer for the psychic healer would be: “I help people who are financially rich but emotionally bankrupt ‘get it together’.” This is much more succinct: The focused database is “financially rich.”  The focused problem is “emotionally bankrupt.”  The focused solution is “get it together.” 

Is this a smaller target base?  You bet!  Do you have a higher chance of reaching someone?  You bet!  When you clearly define your target audience (and yes…you’re going to have to leave somebody out…take a deep breath…it’s okay), you become infinitely more appealing to the exact people who are willing to hire you.

This is a troubling concept for many business owners who feel that by leaving somebody out, they’re going to miss out on business.  It’s just not true.  Practitioners in every field under the sun have proven it over and over—the more you specialize, the more business you get.

So let’s start your own “zooming in” process.  Ask yourself these five questions: 

  1. What is it I really do?

Think beyond “real estate agent” or business owner .  How do you help people?

  1. What segment of my market do I really like to work with?

Be specific.  Business owners?  First-time home buyers?  Divorced moms?  Your extended Greek community?  (That was mine when I first started out.) 

  1. How do I really like to serve them?

What do you do best?  How do you do it?

  1. If I were to tell somebody what I do, how would I explain it?

Here are some examples:

“I help newly married couples become financially wealthy through real estate.”

Or, “I work with recent retirees to help them transition into a new home.”

Or, “I help real estate investors find income-producing properties.”

Aren’t these better than “I’m a real estate agent”?

  1. Does my visual image match my target audience?

If your targets are millionaires, you’d better have marketing materials that appeal to millionaires.  If your target is single moms, you’d better have marketing materials that appeal to single moms.

This includes your headlines, your tone, your graphic images, and your colors.  Most people neglect to match the photos they will use to the overall marketing feel.

So there you have it.  Zoom in, throw away your wide-angle lens, and get more business!

Denise Lones

Denise Lones CSP, MIRM The founding partner of The Lones Group, Denise Lones, brings over two decades of experience in the real estate industry. With expertise in strategic marketing, business analysis, branding, new home project planning, product development, and agent/broker training, Denise is nationally recognized as the source for all things “real estate”.

Denise’s background in residential real estate sales and management includes an impressive list of awards. Using custom marketing campaigns and business development systems she personally created, she was consistently among the highest producing Realtors® in a marketplace of 3,000+ agents. Denise was the only agent in the State of Washington to be awarded the esteemed MIRM designation – the top national achievement for new home marketing. In 2004, Denise was awarded the prestigious Hugh Hawkins Instructor of the Year Award by the Washington Association of Realtors.

As a columnist for isucceed.com, Realty Times, the National Association of Home Builders, and the Washington Association of Realtors, Denise has a strong “voice” in the real estate community.

Denise is a certified instructor for many prominent trade groups and educational institutions, including the Washington Association of Realtors, Master Builders Association, iSucceed.com, Washington State Department of Licensing, Windermere Real Estate, and the Washington State Housing and Finance Committee

With a passion for improvement, Denise has helped thousands of real estate agents, brokers, and managers build their business to unprecedented levels of success, while helping them maintain balance and quality of life.

 


The Lones Group, Inc.
 
.wrapper { width:775px; border-left:5px solid black; border-right:5px solid black; border-bottom:5px solid black; margin:0px; padding:0px; } .content { padding-left:35px; padding-right:25px; clear:both; font-family:verdana; font-size:13px; } .title { font-size:25px; font-weight:normal; letter-spacing:2px; font-family:verdana; border-top:2px solid black; clear:all; text-align:right; } .pictureleft { float:left; margin-right:10px; margin-top:10px; margin-bottom:10px; } .content ul { list-style-type: disc; list-style-position: inside; } .content ul li { text-indent:20px; } .style4 { border-width: 0px; float: left; margin-right: 10px; margin-top: 10px; margin-bottom: 10px; } .style7 { border-width: 0px; } ol {margin-bottom:0in;} li.MsoNormal {margin-bottom:.0001pt; font-size:12.0pt; font-family:"Times New Roman","serif"; margin-left: 0in; margin-right: 0in; margin-top: 0in; } .style11 { font-size: medium; font-family: Verdana; }
The Lones Group, Inc.

BE THE CALM VOICE OF REASON DURING A CRISIS

Real estate agents have a hard time talking to their clients about negative events in the media such as natural disasters like the one we recently witnessed.  The past couple of weeks, there has been a media frenzy…and rightfully so.  Lives have been devastated and we all mourn the losses of the survivors of Hurricane Katrina.

You can’t sit in your living room without being emotionally affected by the raw power of the images of suffering on your television.  New Orleans’ loss is our loss, and our thoughts and prayers are with the victims.

But real estate agents, sit up and take notice!  This is the time for you to shine with your clients.  You are the calm voice of reason, assuring them that the immediate real estate slowdown triggered by events in New Orleans is only temporary and will bounce back quickly.

One thing you have to understand is that people in this country are strong.  If you go back in history and track every natural disaster in the United States, the one common denomination is that the area becomes bigger and stronger than ever before.  Look at New York, for example, following the horror of four years ago.  The Big Apple is united in a way it never was before.

Right now, Hurricane Katrina is affecting every economic market in the United States.  From high gas prices to the stock market to the housing market, its effect has slowed down ‘pending’ numbers.  Pending numbers represent “now” transactions in the marketplace – buyers and sellers that are actually involved in a transaction today.  (As opposed to closings, which represent activity from weeks or months ago.)  When you really want to read what is happening in the real estate market right now then it is imperative to read the pendings, not the closings!

But don’t worry!  This is only temporary.  It’s happening because real estate is a market based on emotion. 

Buyers, sellers, agents, escrow and title companies, inspectors, and appraisers are all sitting at home watching the horrific images of people forced from their homes by Hurricane Katrina.  It’s a natural ‘cause and effect’ situation for EVERYONE to stop and  pause – whether you live in Boston or Dallas or Seattle.

Even if its thousands of miles away, people are like ants.  We follow the pack.  When the pack slows down, we slow down.  It’s a normal human reaction to be fearful in times of disaster. 

What every real estate agent should do right now is contact their database to let them know that it’s perfectly normal for the real estate market to slow down and take a breath while this disaster unfolds and then begins to rebuild – almost in honor of those people who are suffering so much.

Be the calm voice of real estate expertise that tells your clients we are only in a ‘pause’ that will pick up again.  Reassure them that once New Orleans is cleaned up, they will move into a rebuilding phase and the national real estate market will be stronger than ever before.

Denise Lones

Denise Lones CSP, MIRM The founding partner of The Lones Group, Denise Lones, brings over two decades of experience in the real estate industry. With expertise in strategic marketing, business analysis, branding, new home project planning, product development, and agent/broker training, Denise is nationally recognized as the source for all things “real estate”.

Denise’s background in residential real estate sales and management includes an impressive list of awards. Using custom marketing campaigns and business development systems she personally created, she was consistently among the highest producing Realtors® in a marketplace of 3,000+ agents. Denise was the only agent in the State of Washington to be awarded the esteemed MIRM designation – the top national achievement for new home marketing. In 2004, Denise was awarded the prestigious Hugh Hawkins Instructor of the Year Award by the Washington Association of Realtors.

As a columnist for isucceed.com, Realty Times, the National Association of Home Builders, and the Washington Association of Realtors, Denise has a strong “voice” in the real estate community.

Denise is a certified instructor for many prominent trade groups and educational institutions, including the Washington Association of Realtors, Master Builders Association, iSucceed.com, Washington State Department of Licensing, Windermere Real Estate, and the Washington State Housing and Finance Committee

With a passion for improvement, Denise has helped thousands of real estate agents, brokers, and managers build their business to unprecedented levels of success, while helping them maintain balance and quality of life.

 


The Lones Group, Inc.
 
.wrapper { width:775px; border-left:5px solid black; border-right:5px solid black; border-bottom:5px solid black; margin:0px; padding:0px; } .content { padding-left:35px; padding-right:25px; clear:both; font-family:verdana; font-size:13px; } .title { font-size:25px; font-weight:normal; letter-spacing:2px; font-family:verdana; border-top:2px solid black; clear:all; text-align:right; } .pictureleft { float:left; margin-right:10px; margin-top:10px; margin-bottom:10px; } .content ul { list-style-type: disc; list-style-position: inside; } .content ul li { text-indent:20px; } .style4 { border-width: 0px; float: left; margin-right: 10px; margin-top: 10px; margin-bottom: 10px; } .style7 { border-width: 0px; } ol {margin-bottom:0in;} li.MsoNormal {margin-bottom:.0001pt; font-size:12.0pt; font-family:"Times New Roman","serif"; margin-left: 0in; margin-right: 0in; margin-top: 0in; } .style11 { font-family: Verdana; font-size: medium; } ul {margin-bottom:0in;}
The Lones Group, Inc.

“WIN-WIN NEGOTIATION -- IS IT STILL EFFECTIVE?”

In a world of push-and-shove real estate transactions, is it a wonder that the term “win-win” negotiations is getting rusty?  Lately, I’ve been hearing a lot of “me-me-me.” 

Well, I have a newsflash for you: Effective negotiation is always “win-win.”

Your clients always win when you help them get what they want.  The question is “How do I go about negotiating the correct way so that all parties win?”  Is there such a thing, well of course there is.  It isn’t win-win negotiating if someone gets gouged!

For example, let’s say you have a buyer who is focused on spending the least amount of money.  In “win-win” negotiating, your task is to help your client understand the mindset of the seller.  Take them down the “Seller Road” for a little tour.  It might sound something like this:

“Mr. and Mrs. Buyer, you’re about to put an offer in on this lovely house that you absolutely adore.  For one minute, I want you to imagine that you’re that seller.  If you were, what offer would make you excited?  Would it be a full-price offer?  Or would it take an above-price offer to make you truly happy?  On the flip side, what would you consider to be an insulting offer?  Mr. and Mrs. Buyer, don’t you think it’s in your best interests to make that seller happy and not insulted?”

This is “Win-Win” at its finest.  You will never achieve a win-win result if you don’t take the time to have your clients look at the big picture.  Yes, the big picture, the one that includes the other side of the transaction.  To truly help your clients get what they want you have to help them see the danger of insulting the other side.  Whatever side your client is on it is always in their best interest to see the flip side of the negotiations. 

If you went in thinking only about your side, it comes across to the other side and forces them to push even harder (unreasonably harder, in some cases) to get what they want.  You hit a “psychological trigger” that sets off distrust and makes the negotiations a war instead of a deal.

When you appear to be fair and reasonable, you avoid setting off the other side and come across as somebody that they too want to help by creating a “win-win” atmosphere.

But what about when the other side is trying to take advantage of you?  You sense they’re pushing too hard or trying to rip you off.  When this happens, take heart.  Adversarial negotiations will never get you what you want.  By remembering this principle, you won’t set off your own “psychological trigger” and fall into the trap of a frenzied power play type of negotiation.

In this case:

Ask for more time.  (Sometimes time mellows people.  They may just need to sleep on your offer.)

Ask for advice using non-personal statements.  It may look something like this.  I really want my sellers to look at this offer from your buyers.  The challenge I am having is that my sellers are now so insulted by the offer that I can’t even get them to respond to your buyers offer.  I would really appreciate any ideas you have because I am stuck. Don’t be afraid to look weak, this is not weakness this is working together with the other side to make it happen for both buyer and seller.  Not to mention the fact that you now have the other agent wanting to look good, remember this is an ego business and agents love to come through for their clients, the other agent is no different. 

Work together as a team and you have double the negotiating power!!

Perhaps you’re in a fast market and you’re finding yourself caught up in the real estate frenzy of “me-me-me”.  In this case, using “win-win” will, in the long run, cement your reputation as fair-minded and the real estate agent to go to in a sea of sharks. 

And most importantly in negotiation, if you feel you’re being taken advantage of or forced into an uncomfortable deal, employ the classic first rule of negotiation: WALK AWAY WITH RESPECT.

There’s no shame in walking away from a bad deal.  In fact, sometimes it’s the best way to get the deal moving.  When the other side sees you’re walking because they’re being unreasonable, often the “win-win” floodgates open and they begin to see your issues more clearly.

One final negotiating tip: as in playing poker, leave emotion at the door.  Negotiations can be nail-biting, knuckle-pounding nightmares…if you let them.  Make a conscious effort to not take things personally and if you feel things getting tense, postpone them.  A little time is sometimes all that’s needed to clear your head and refresh your focus to help your client get what they want.

And getting them what they want is what it’s all about.  When you do, everybody wins.

Denise Lones

Denise Lones CSP, MIRM The founding partner of The Lones Group, Denise Lones, brings over two decades of experience in the real estate industry. With expertise in strategic marketing, business analysis, branding, new home project planning, product development, and agent/broker training, Denise is nationally recognized as the source for all things “real estate”.

Denise’s background in residential real estate sales and management includes an impressive list of awards. Using custom marketing campaigns and business development systems she personally created, she was consistently among the highest producing Realtors® in a marketplace of 3,000+ agents. Denise was the only agent in the State of Washington to be awarded the esteemed MIRM designation – the top national achievement for new home marketing. In 2004, Denise was awarded the prestigious Hugh Hawkins Instructor of the Year Award by the Washington Association of Realtors.

As a columnist for isucceed.com, Realty Times, the National Association of Home Builders, and the Washington Association of Realtors, Denise has a strong “voice” in the real estate community.

Denise is a certified instructor for many prominent trade groups and educational institutions, including the Washington Association of Realtors, Master Builders Association, iSucceed.com, Washington State Department of Licensing, Windermere Real Estate, and the Washington State Housing and Finance Committee

With a passion for improvement, Denise has helped thousands of real estate agents, brokers, and managers build their business to unprecedented levels of success, while helping them maintain balance and quality of life.

 


The Lones Group, Inc.
 
.wrapper { width:775px; border-left:5px solid black; border-right:5px solid black; border-bottom:5px solid black; margin:0px; padding:0px; } .content { padding-left:35px; padding-right:25px; clear:both; font-family:verdana; font-size:13px; } .title { font-size:25px; font-weight:normal; letter-spacing:2px; font-family:verdana; border-top:2px solid black; clear:all; text-align:right; } .pictureleft { float:left; margin-right:10px; margin-top:10px; margin-bottom:10px; } .content ul { list-style-type: disc; list-style-position: inside; } .content ul li { text-indent:20px; } .style4 { border-width: 0px; float: left; margin-right: 10px; margin-top: 10px; margin-bottom: 10px; } .style7 { border-width: 0px; } ol {margin-bottom:0in;} li.MsoNormal {margin-bottom:.0001pt; font-size:12.0pt; font-family:"Times New Roman","serif"; margin-left: 0in; margin-right: 0in; margin-top: 0in; } .style11 { font-family: Verdana; font-size: medium; } ul {margin-bottom:0in;}
The Lones Group, Inc.

TECHNOLOGY—FRIEND OR FOE?

Have you ever wondered why some real estate agents who have never embraced technology are out there dominating their marketplaces?  Meanwhile, you have every “gidget and gadget” out there, but you’re still not selling as much as they are. 

Have all these gadgets really helped you to make more money?  The answer depends on how you use them.  For example, do you really think your client cares if you have a Palm Pilot?  Or a fancy laptop?  Actually, most sellers will tell you that they don’t prefer a listing presentation done on a laptop.

Are your gadgets directly benefiting you or your client?  Potential sellers aren’t going to race to sign the listing agreement just because you tell them you have an All-in-One device with MLS listing accessibility.  On the other hand, your private “Client Only” viewing area on your website directly benefits them, helping you make more sales. 

There are two extreme types of technology people: Those who love it and those who hate it.  You’ve got to get somewhere in the middle.  If you spend too much time on the computer with your “gidgets and gadgets,” then you’re having a love affair with technology and not with your client base.

Today’s client—now more than ever—wants your personal attention.  They are sick of bad service and want more from you than e-mails.  The personal call, the package in the mail, and the occasional “live” visit is what they crave.

Get off the computer and start building real life relationships!  Techno-phobic real estate agents dominate their marketplaces with their personalities.  They don’t embrace technology—they embrace their clients! 

But in our techno-obsessed world, you can’t survive without knowing what you do need.   If you don’t use technology to your benefit, the marketplace will leave you far behind.  The solution is to take it one small step at a time.  Do not go out and buy every latest and greatest invention.  Think about what you really need rather than something that’s just a techno toy. 

For example, I am a technology instructor for the Washington Association of Realtors.  I am well versed in the latest applications of technology for realtors, but I still use a good ol’ paper notepad instead of a Palm Pilot.  Why?  Because I just love writing on paper and frankly, that annoying screen tap dancing drove me nuts.  Some people are shocked to find out that I am not completely “wired” with gadgets.  I get by just fine, thank you very much. 

However, the tools I wouldn’t be without are my e-stationery, e-postcards, and my “Client Only” viewing area.   My clients love to view things I send them by going directly to a private viewing area rather than having me clog up their e-mail with large files.  This is an example of a tool that genuinely helps clients.

The key to creating your technology plan is to think about what tools will help you and what will directly benefit and help your clients.  Discard the rest.

Examples of technology tools that help you are:

  • Palm Pilots
  • Laptop computers
  • Desktop computers
  • Contact management programs (such as ACT! or Microsoft Outlook)
  • Microsoft Publisher!  (for your flyers)
  • All-in-One devices with MLS listing accessibility.

Examples of technology tools that help your clients are:

  • Your website
  • Your “Client-Only” section on your website
  • Graphic design software that makes their house look good
  • E-stationery and E-postcards that feature their home
  • Regular real estate-related mailings sent on a consistent basis.  (Yes, I consider this technology because of the resources you need to successfully execute a regular mail campaign.)

The one technology item that people either love or hate is the All-In-One device that combines your cell phone, Palm Pilot, and connects to the MLS.  Many agents are not big fans of it because it’s clunky, complicated, and if you lose it—you lose everything all at once.

I would also avoid too much e-mail.  People don’t love e-mail, especially photographs of houses that take up a lot of space in their e-mail system.  Instead, why not consider a link in your e-mail  that directs them to a web page where you have the pictures of the houses for sale? 

Whatever you do…consider your own personality.  You know if you’re a techno-geek or a techno-phobe.  If you’re a techno-geek, get off the computer and connect with people.  If you’re a techno-phobe, take your time to master one gadget or program before moving on to the next one. 

As you adapt to technology, it is also important to have fun!  Don’t try to master tools in a rush or when you need it most.  Take it one small step at a time and never forget why you are doing this—to increase your business and to improve your client care.

Denise Lones

Denise Lones CSP, MIRM The founding partner of The Lones Group, Denise Lones, brings over two decades of experience in the real estate industry. With expertise in strategic marketing, business analysis, branding, new home project planning, product development, and agent/broker training, Denise is nationally recognized as the source for all things “real estate”.

Denise’s background in residential real estate sales and management includes an impressive list of awards. Using custom marketing campaigns and business development systems she personally created, she was consistently among the highest producing Realtors® in a marketplace of 3,000+ agents. Denise was the only agent in the State of Washington to be awarded the esteemed MIRM designation – the top national achievement for new home marketing. In 2004, Denise was awarded the prestigious Hugh Hawkins Instructor of the Year Award by the Washington Association of Realtors.

As a columnist for isucceed.com, Realty Times, the National Association of Home Builders, and the Washington Association of Realtors, Denise has a strong “voice” in the real estate community.

Denise is a certified instructor for many prominent trade groups and educational institutions, including the Washington Association of Realtors, Master Builders Association, iSucceed.com, Washington State Department of Licensing, Windermere Real Estate, and the Washington State Housing and Finance Committee

With a passion for improvement, Denise has helped thousands of real estate agents, brokers, and managers build their business to unprecedented levels of success, while helping them maintain balance and quality of life.

 


The Lones Group, Inc.
 
.wrapper { width:775px; border-left:5px solid black; border-right:5px solid black; border-bottom:5px solid black; margin:0px; padding:0px; } .content { padding-left:35px; padding-right:25px; clear:both; font-family:verdana; font-size:13px; } .title { font-size:25px; font-weight:normal; letter-spacing:2px; font-family:verdana; border-top:2px solid black; clear:all; text-align:right; } .pictureleft { float:left; margin-right:10px; margin-top:10px; margin-bottom:10px; } .content ul { list-style-type: disc; list-style-position: inside; } .content ul li { text-indent:20px; } .style4 { border-width: 0px; float: left; margin-right: 10px; margin-top: 10px; margin-bottom: 10px; } .style7 { border-width: 0px; } ol {margin-bottom:0in;} li.MsoNormal {margin-bottom:.0001pt; font-size:12.0pt; font-family:"Times New Roman","serif"; margin-left: 0in; margin-right: 0in; margin-top: 0in; } .style11 { font-family: Verdana; font-size: medium; }
The Lones Group, Inc.

GET WITH THE VIRTUAL SOCIETY

Now—more than ever before—we live in a visual society.  From the “MTV Generation” to today’s Internet obsession, getting noticed is all about visuals—graphics, colors, designs, images, fonts, and pictures.

Surprisingly, one industry is particularly resistant to this trend.  Most of the people involved in this industry look exactly the same – essentially carbon copies of each other, dull and boring. 

Who are these behind-the-times cave-dwellers?  Yep, you guessed it—our own real estate industry.

There isn’t a week that goes by that a real estate agent doesn’t challenge me on the topic of whether or not they should put their photo on their business card.  Now, I understand that few other professions do this, but in what other profession is there as much competition as there is in real estate?

It seems like everyone you know is getting their real estate license—your neighbors, your friends, your associates—jumping into the market thinking it’s an endless pot of gold.  To win business in this vast ocean of competition, you’d better have something to set you apart.  And real estate—more than any other profession— does a terrible job of visual marketing. 

Visual marketing can be as simple as a color, a design, a theme or even a font.  When people see it, they automatically think of you.  Truly great visual marketing is when they don’t even need to see the entire picture—they see a fraction of it and recognize you instantly.

The other day, I was shopping in Safeway and a particular font caught my eye.  I immediately thought to myself: “What is the Boeing Employees’ Credit Union doing inside of Safeway?”  Before I even read the banner, I knew who it was.  Now, THAT’s good visual marketing.

Who else does a great job of visual marketing?  McDonald’s.  You see the big yellow “M” and who do you automatically think of?  Starbucks has done an incredible job with their visual marketing.  No matter what city you’re in, when you see the Starbucks symbol, a flash of recognition lights up in your head.

A common myth of visual marketing is that it has to be an incredibly stunning image.  True, this doesn’t hurt, but it doesn’t have to be the best nor the most attractive.  It simply has to be consistent and different.

 So, take a second and ask yourself right now… “What is it about my business that makes me visually stand out?” For a moment, forget the fact that you’re the best agent in town.  Think visually. 

Now, look at the top and bottom of my e-mail.  See my zebra stripes?  I’m at the point now where I don’t even have to put my name on a piece of paper.  If I simply have a zebra stripe, chances are people know it’s me.

Denise Lones

Denise Lones CSP, MIRM The founding partner of The Lones Group, Denise Lones, brings over two decades of experience in the real estate industry. With expertise in strategic marketing, business analysis, branding, new home project planning, product development, and agent/broker training, Denise is nationally recognized as the source for all things “real estate”.

Denise’s background in residential real estate sales and management includes an impressive list of awards. Using custom marketing campaigns and business development systems she personally created, she was consistently among the highest producing Realtors® in a marketplace of 3,000+ agents. Denise was the only agent in the State of Washington to be awarded the esteemed MIRM designation – the top national achievement for new home marketing. In 2004, Denise was awarded the prestigious Hugh Hawkins Instructor of the Year Award by the Washington Association of Realtors.

As a columnist for isucceed.com, Realty Times, the National Association of Home Builders, and the Washington Association of Realtors, Denise has a strong “voice” in the real estate community.

Denise is a certified instructor for many prominent trade groups and educational institutions, including the Washington Association of Realtors, Master Builders Association, iSucceed.com, Washington State Department of Licensing, Windermere Real Estate, and the Washington State Housing and Finance Committee

With a passion for improvement, Denise has helped thousands of real estate agents, brokers, and managers build their business to unprecedented levels of success, while helping them maintain balance and quality of life.

 


The Lones Group, Inc.
 
.wrapper { width:775px; border-left:5px solid black; border-right:5px solid black; border-bottom:5px solid black; margin:0px; padding:0px; } .content { padding-left:35px; padding-right:25px; clear:both; font-family:verdana; font-size:13px; } .title { font-size:25px; font-weight:normal; letter-spacing:2px; font-family:verdana; border-top:2px solid black; clear:all; text-align:right; } .pictureleft { float:left; margin-right:10px; margin-top:10px; margin-bottom:10px; } .content ul { list-style-type: disc; list-style-position: inside; } .content ul li { text-indent:20px; } .style4 { border-width: 0px; float: left; margin-right: 10px; margin-top: 10px; margin-bottom: 10px; } .style7 { border-width: 0px; } ol {margin-bottom:0in;} li.MsoNormal {margin-bottom:.0001pt; font-size:12.0pt; font-family:"Times New Roman","serif"; margin-left: 0in; margin-right: 0in; margin-top: 0in; } .style11 { font-family: Verdana; font-size: medium; }
The Lones Group, Inc.

PAST MARKETING EFFORTS REAP BIG BENEFITS

Do you sometimes feel like you’re spinning your wheels and going nowhere?  You’ve been doing everything you’re supposed to do to market your business but no matter how hard you work at getting your name out there, the phone is just NOT ringing. 

I was thinking about this the other day while I was in the hospital.  A back injury I suffered in an accident a few years ago flared up last week while I was on the way to teach a class and I drove myself to the nearest emergency room.

As part of my recovery, I was told to go to a medical massage clinic.  My local spa recommended a place and I immediately recognized it from having heard people talk about it and from seeing their ads myself. 

I didn’t have the energy or time to research medical massage clinics.  The fact that I had heard and seen this name three times over the past two years made me call them and say “Hi, I need to book some appointments.”

I didn’t even ask them about their services.  Their marketing had me already pre-sold.  To them, I’m the perfect marketing-recruited client.  Just sign me up.

Their marketing didn’t start yesterday or the day I was flat on my back in pain.  Their marketing has been ongoing for years.  They didn’t know I would need them.  Heck, I didn’t know I would need them.  What would have happened if they hadn’t seen results from their initial marketing campaign and closed their doors?  They would have missed out on a lot of business because people don’t think about them until they are in pain.

When a Real Estate agent’s clients decide that they need services—either buying or selling—they are no different than a Denise Lones who is in a heck of a lot of back pain.

The bottom line is I had a pain I needed to get rid of.  Mine is back pain.  A seller has pain—they need to sell their house for as much money as they can get.  A buyer has pain—the pain of searching for their perfect home while being desperately afraid of making a mistake.

In life, pain hits at unexpected times.  This time last month, I had no idea I would be signing up for extensive massage therapy.  Likewise, there are hundreds of people in your area who are getting hit with some kind of real estate pain today—pain that they didn’t know was coming and which you can solve for them.

Your marketing efforts, no matter how bad they seem at any moment, are not futile.  You, much like the massage clinic, are a pain-solver.  Keep plugging forward with your marketing and remember that when pain strikes—today, tomorrow, or six months from now—people will call you if they remember your name and your marketing.

Denise Lones

Denise Lones CSP, MIRM The founding partner of The Lones Group, Denise Lones, brings over two decades of experience in the real estate industry. With expertise in strategic marketing, business analysis, branding, new home project planning, product development, and agent/broker training, Denise is nationally recognized as the source for all things “real estate”.

Denise’s background in residential real estate sales and management includes an impressive list of awards. Using custom marketing campaigns and business development systems she personally created, she was consistently among the highest producing Realtors® in a marketplace of 3,000+ agents. Denise was the only agent in the State of Washington to be awarded the esteemed MIRM designation – the top national achievement for new home marketing. In 2004, Denise was awarded the prestigious Hugh Hawkins Instructor of the Year Award by the Washington Association of Realtors.

As a columnist for isucceed.com, Realty Times, the National Association of Home Builders, and the Washington Association of Realtors, Denise has a strong “voice” in the real estate community.

Denise is a certified instructor for many prominent trade groups and educational institutions, including the Washington Association of Realtors, Master Builders Association, iSucceed.com, Washington State Department of Licensing, Windermere Real Estate, and the Washington State Housing and Finance Committee

With a passion for improvement, Denise has helped thousands of real estate agents, brokers, and managers build their business to unprecedented levels of success, while helping them maintain balance and quality of life.

 


The Lones Group, Inc.
 
.wrapper { width:775px; border-left:5px solid black; border-right:5px solid black; border-bottom:5px solid black; margin:0px; padding:0px; } .content { padding-left:35px; padding-right:25px; clear:both; font-family:verdana; font-size:13px; } .title { font-size:25px; font-weight:normal; letter-spacing:2px; font-family:verdana; border-top:2px solid black; clear:all; text-align:right; } .pictureleft { float:left; margin-right:10px; margin-top:10px; margin-bottom:10px; } .content ul { list-style-type: disc; list-style-position: inside; } .content ul li { text-indent:20px; } .style4 { border-width: 0px; float: left; margin-right: 10px; margin-top: 10px; margin-bottom: 10px; } .style7 { border-width: 0px; } .style9 { font-family: Verdana; font-size: medium; } ol {margin-bottom:0in;} li.MsoNormal {margin-bottom:.0001pt; font-size:12.0pt; font-family:"Times New Roman","serif"; margin-left: 0in; margin-right: 0in; margin-top: 0in; } .style10 { font-size: 12.0pt; font-family: "Times New Roman", serif; margin-left: .5in; margin-right: 0in; margin-top: 0in; margin-bottom: .0001pt; }
The Lones Group, Inc.

The Three Most Important Words In Real Estate Marketing

We’ve all heard the tired old saying “The three most important words in real estate are location, location, location.”  But if you truly want to make a six-figure real estate income, the words “database, database, database” are synonymous with your success.  Your database is your own personal goldmine.

The average real estate agent meets over five hundred new people per month.  Of those five hundred, they add only five of those people to their database. 

That’s right…only five!

I hope this doesn’t describe you.  If so, it’s time to get serious and grow your database. 

So where do you begin?  Whether you have one person or a thousand on your list, it isn’t the size of your database that counts it’s the quality of your database that counts.

Put only those people you’ve actually talked to or met in person on your list.  People remember other people by eye-to-eye communication, hearing them speak, or talking to them.  You might meet them at a networking event, at the dentist’s office, or even at the beach.

(The only time you want to add strangers to your database is when you’re building an on-line internet newsletter where people are “opting-in” to get your information.)

If somebody hands you their business card, they’re saying “Get to know me.”  So, get to know them!  Send a little handwritten note that says “Great talking with you today.  I’ll send you out some real estate information from time to time.”

If somebody calls to ask you a question, do not just answer their question and hang up the phone.  Create a genuine connection with them using your people skills and get their name and contact information.  Another name for your database…just like that.

And don’t worry about irritating people with your information.  Trust me, if they don’t want it, they’ll let you know. 

The keys to success in working with your database are: 

  1. TRACK YOUR DATABASE.

Your database should be growing.  Every week, check your numbers.  If you’re not getting results, you’re not putting enough people into your database.  You are missing out on future potential business. 

  1. CREATE A PLAN THAT YOU NEVER HAVE TO THINK ABOUT AGAIN.

Your business should have an annual marketing plan designed to service your potential clients, current clients, and future clients.  This should include AT LEAST a monthly mailer that you send out to them.

(WARNING: Don’t design a marketing plan based entirely on e-mail.  The low cost may be tempting, but people today do not want inboxes full of irrelevant e-mail.)

 

  1. CALL TO ACTION.

Make sure within everything you send out you include what marketers refer to as a “call to action”.  This is simply asking your client to do something.  It can be as simple as “Call me if you have any questions” or “Go to my website for a free article on selling your home”.   

It may seem daunting at first, but in time your success will be a direct result of your attention to your database.  Treat it well and it will treat you well.

Denise Lones

Denise Lones CSP, MIRM The founding partner of The Lones Group, Denise Lones, brings over two decades of experience in the real estate industry. With expertise in strategic marketing, business analysis, branding, new home project planning, product development, and agent/broker training, Denise is nationally recognized as the source for all things “real estate”.

Denise’s background in residential real estate sales and management includes an impressive list of awards. Using custom marketing campaigns and business development systems she personally created, she was consistently among the highest producing Realtors® in a marketplace of 3,000+ agents. Denise was the only agent in the State of Washington to be awarded the esteemed MIRM designation – the top national achievement for new home marketing. In 2004, Denise was awarded the prestigious Hugh Hawkins Instructor of the Year Award by the Washington Association of Realtors.

As a columnist for isucceed.com, Realty Times, the National Association of Home Builders, and the Washington Association of Realtors, Denise has a strong “voice” in the real estate community.

Denise is a certified instructor for many prominent trade groups and educational institutions, including the Washington Association of Realtors, Master Builders Association, iSucceed.com, Washington State Department of Licensing, Windermere Real Estate, and the Washington State Housing and Finance Committee

With a passion for improvement, Denise has helped thousands of real estate agents, brokers, and managers build their business to unprecedented levels of success, while helping them maintain balance and quality of life.

 


The Lones Group, Inc.
 
 
Rainmaker_large

Denise Lones

Bellingham, WA

More about me…

The Lones Group Inc.

Address: 2200 Cornwall Ave., Bellingham, WA, 98225

Office Phone: (360) 527-8904

Email Me

Join Denise Lones each week as she looks at the world of real estate and the world at large from customer service to the importance of listing presentations in a one-on-one style. Denise has more than 20 years of experience as a successful agent, broker, trainer and coach. Denise is someone in the know when it comes to real estate.


Links

Archives

RSS 2.0 Feed for this blog

Find WA real estate agents and Bellingham real estate on ActiveRain.