According to Seth Godin, popular author on marketing: "The future is just like the past (but shinier)." He goes on to say,
"Of course, it's not true. . . . . . . .Your industry has been completely and permanently altered by the connections offered by the internet. Your non-profit, your political campaign, your service business. Not a little different, not just email enabled or website marketed, but overhauled. Unfortunately, that's hard to embrace. But it's still true."
Then Seth asks the question:
"What are you going to do about it? If you were starting your business today, knowing what you know now, how would you do things (very) differently?"
The old-model agent: Even though the experienced agent has a career full of knowledge and skills that have been developed through time (and could be referred to as the "School of Hard Knocks"), some experienced agents have been slow to embrace the new business models. As Godin points out, the Real Estate industry has been overhauled. Yet, many agents have not overhauled their business techniques, goals and marketing strategies. This leaves some experienced agents' old business up for new grabs because the "old business" expects the agent to be as savvy or more savvy than the new agent who is fresh out of Real Estate school. The "old business" expects that the experienced agent has not only built his business on knowledge and skill, but that he has expanded his knowledge with new models - new sales and marketing techniques - and all that the technology world has to offer.
The new-model agent: Often our managers ask the agent (interviewee) sitting across the table, "Why do you want to go into Real Estate?" as he hands over his resume - one that would impress most CEOS on Wall Street. They may be JDs, MBAs or PhDs -- trading their posh offices for challenging sales careers. Because of their education and business acumen, they feel they have much to offer the public in the Real Estate arena.
What came first - the chicken or the egg? Does the highly educated agent feel that because he has the education, he must "save face" and succeed - no matter what career path he takes? Or it is because he had the fortitude to finish his education and succeed in Career No. 1, he has the ingredients and gumption necessary to succeed in Career No. 2 -- Real Estate?
The new-model agent takes a hard-line approach to time management and embraces the latest in technology. He tends to become irritated with old-model training and expects webinars and office meetings with point and purpose - getting the most information in the least amount of time - making the best use of his most precious asset -- time. He understands that prospecting is the backbone of the Real Estate industry; therefore, he attends functions that are not just "social" but networking events where he is constantly qualifying new prospects. He uses every tool available to display market facts and trends on his social networking sites, and he expects his "tribe" to follow and take hold of the knowledge and expertise he is dispensing (with one touch of the latest app on his iPhone).
The new-model agent is open to continuing education because he already embraces knowing it all and mastering his craft.
What the old can learn from the new: Listening to the circle of "older-model" agents, I too often hear the complaints of how their "old business" has either dried up or has been lost to a "Pied-Piper" agent who was either facebooking or twittering current market facts and trends. Had the "older-model" agent just left Real Estate school and jumped on the social networking strata, which is here to stay, would he be piping a different tune? If he were brand-new today, what would be his business model? How would he do things differently to build and maintain his business? What would be his best platform for prospecting?
What the new can learn from the old: One cannot dismiss experience or years of service and the "hard-knocks" that have allowed the older-model agent to make a good living in Real Estate. Even though the newer models include wirelessness, mobility, blogging and "all things tweet" in the social networking echelon, basic people skills and how an agent addresses his client, (avoiding a snooty, educated arrogance and even a perception of condescension), is a skill that the experienced agent has been practicing for years and is a permanent part of his skill pack. "Real Estate will always be a toe-to-toe, nose-to-nose business."
The old-model agent also knows that marketing other agents - treating other agents with the utmost courtesy and respect - is as important as prospecting new business. The old adage holds true even today, "buyers and sellers come and go, but once we leave the closing table, we real estate agents are stuck with each other."
Regardless of how book-smart and tech-savvy the new-model agent is, good people sense, personal connection, solid rapport and relationship skills as well as "being the best listener on the planet" will always be in style.
An agent who is a true blend of the old model and the new - is nothing short of amazing!
I had the opportunity to see the 12th show of the 25th Silver Anniversary Season, and what a worthwhile event it was.
Having participated as a choir member, for several years, it was great to be in the audience last night. The director, John Jones, whom I have known for more than fifteen years (we had served together at another area church), is nothing short of amazing. He is a solid guy -- family man -- devoted husband to wife Shari and dedicated father to Johnny and Chad. John is also a solid performer, singer, instrumentalist and songwriter. He wrote and performed the song, "Will You Remember" which is part of the Lord's Supper (Communion) scene. John's entire family perform in the pageant -- as well as his parents and his in-laws.
I am sure John feels that his entire "church" family makes this show a success -- along with all of First Baptist's pastors, prayer, planning, preparation and perseverance -- and over 1000 prayed-up performers and crew.
The Pageant is for all the people -- regardless of your age or religious beliefs. It is a great opportunity to not only meet cast members after the show, you can meet the main character, Jesus of Nazareth.
Even though the rest of the 2008 season is sold out, you may still be able to get seats. If you miss the live performance, check your local television schedule -- it will be appearing on a TV set near you on December 25 - in high definition!
________________
My prior post about The First Baptist Fort Lauderdale Christmas Pageant was written in 1996, when we experienced the miracle of a boy who has autism.
It's about perception -- and reception --- how does the recipient feel about what you just said to him? How did you say it? Could you have said it better which would have resulted in your getting your point across or what you wanted from him?
EWM's Relocation Vice President, Sherrie Porter, has mastered this art. If you ever get an opportunity to hear her speak about customer service, you will be blown away . . . you will be impressed . . . . you will fall in love with her self-confidence before her raging fans. It is rare to hear any negative phraseology leave her lips. She has mastered the art of positive speaking. For instance, instead of saying, "I'm so busy my head's about to pop off," I've heard her say, "I've got my fingerprint on several projects right now."
In my effort to adopt the habit of positive thinking and speaking (I have miles to go before I sleep) and to pass these better habits on to my trainees, I am compiling a list of words and phrases which are ACCEPTABLE (OK) versus PREFERRED (BETTER SAID).
You'd be crazy/stupid if you This would be a great opportunity for you to
I have many word reference books, i.e., Words that Sell by Richard Bayan and How to Say It At Work by Jack Griffin. . . I am sure there are books on the subject; however, what about building a preferred word list for real estate agents (my trainees specifically) to use in their daily practice?
These are not AD words -- I researched "words that sell" in Active Rain, and many blogs on advertising popped up.
I am sure many of you have been to sales seminars -- perhaps a particular word or phrase has been adopted into your own vocabulary! Share!
This could be great fun. Would you please help me?
Real Estate agents who take pride in where they live are much more successful than those who do not. You may wonder, "what agent would make a derogatory remark about her area and sabotage a sale from an out-of-towner?" It has been known to happen.
It is really easy to be proud of the City of Weston and Broward County in which she resides.
CITY OF WESTON, FLORIDA
Weston was incorporated in 1996, so she is a young'un. With a current population of approximately 70,557, she sits in the southwest corner of the county and consists of 25.5 square miles. Part of her anatomy includes lakes and mitigation areas.
She houses 22,671 families and has absolutely no poverty, yet she is one of the most economical places to live in the country. (Weston: named one of the 25 most affordable suburbs in the United States by www.BusinessWeek.com ( Nov. 16, 2006 - Quote taken from city website.)
Weston also has some of the best dining and entertainment. I traveled all the way to Greece about ten years ago and never saw a belly dancer. Weston has a belly dancer in her local Greek restaurant, Anthos.
Weston has felt incredible growing pains; however, she has also felt the recent Real Estate cramps. Below are her second quarter 2007 statistics for your perusal:
BROWARD COUNTY, FLORIDA
Broward County, which resides North of Miami-Dade County and South of Palm Beach County, is the heartbeat of the tri-county area.
Incorporated in 1915, she spreads out over 1220 square miles, has 31 municipalities, and houses 2.3 million people. There are approximately 435, 408 families currently enjoying the amenities of Broward County, Florida.
Some of the best real estate can be seen from Fort Lauderdale's own riverboat, the Jungle Queen. I took an ol' high school friend from Memphis on the Queen, and he loved it!
Here are the second quarter 2007 stats on Broward County:
These charts are from Trendgraphics, Inc., one of EWM's tools for the trade.
_____________________________________
Oh, yes -- this author must include one -- ok, two, of her enticing photos -- as we say in the South, "Come on in, the agua's fine!"
Now it's your turn to show me yours!
____________________________________
This photos was taken from 2501 South Ocean Drive, Hollywood, Broward County, Florida.
This photo was taken from one of Fort Lauderdale Beach's resorts.
From time to time, I ask new trainees the question, "Why EWM?"
Most recent answer: "I went on a ton of interviews. EWM's manager was the only one who told me all the costs up front. I had to drag information out of the rest of them. Even though some of the splits seemed more favorable, by the time you added in their 'hidden costs,' EWM still came out on top."
When I was an agent, I got the same commentary from Sellers. "We have interviewed three or four agents. The reason we picked you and EWM is because you told us up front what this was going to cost. Even though there were slight differences in the commission and some of the agents offered a menu of services to try to save us money, by the time we added in the other companies' 'hidden costs,' EWM still came out on top."
What a powerful musical. I was privileged to experience this phenomenon in April of 2007.
At the end of the performance, the actors and support staff made themselves available for questions from the audience.
The boy who played Young Simba impressed me. He had been singing and dancing since the age of three. One day he walked into the dance studio and saw a group of tap dancers.
He yelled, "Mom, I want some of those! I want shoes like that!"
His mother said, "Forget it, son. All you want to do is make noise."
He insisted and she bought him the shoes. He spent many hours in training - singing, acting and dancing before he auditioned and landed the part.
For his "all-of-eleven" years, most have been spent on stage winning the hearts of audiences all over the world making beautiful noise in the phenomenal musical, The Lion King.
When new agents pass the state exam, they are handed a shiney, new pair of tap shoes.
Unfortunately, some new licensees join a company that does not provide the right music for the dance. They may set the stage, very few lights, a few old props, but no rehearsal.The singer/actor/agent now potentially exposes himself and his broker to all kinds of danger, liability, and personal injury. In fact, the agent could damage his tap shoes beyond repair and recognition.
Imagine watching a musical where none of the actors, singers, dancers or stage hands were well-trained or well-rehearsed. Disaster.
Training is essential -- not optional.
I have known new licensees to join a firm that offered little or no training. The agent was told that with his license and a little luck, he could be king.
New licensees -- Join a company that places importance on training.
Learn to tap dance. Make some noise. . .
. . . and before you even realize it, you will have tap danced your way into the hearts of buyers and sellers all over the world.
It is actually your duty as an agent to discover the love language of your clients. When you do this, you will create a bond that will develop into a lifelong relationship.
If you client's primary love language is:
Words of Affirmation Mark Twain once said "I can live for two months on a good compliment."
Chapman writes, "Verbal appreciation speaks powerfully to persons whose primary Love Language is "Words of Affirmation."
Your delivery of good and bad news is going to have the highest of impact on your client.
I advise my trainees to "speak in the positive" -- and to avoid negative phraseology.
For example: Mr. and Mrs. Seller, "Please remember to contact me if you have any questions. Just say the word, and I will be back here in a moment's notice!"
instead of "Don't forget to call me . . . . you won't believe how fast I can get back to you!"
Dr. Chapman also states that offering words of encouragement -- especially in light of difficult decision making, will speak volumes to the Buyer or Seller who possesses this primary love language.
"Aside from verbal compliments, another way to communicate through "Words of Affirmation" is to offer encouragement. Here are some examples: reinforcing a difficult decision; calling attention to progress made on a current project; acknowledging a person's unique perspective on an important topic. If a loved one listens for "Words of Affirmation," offering encouragement will help him or her to overcome insecurities and develop greater confidence."
Quality Time If your client's primary language is Quality Time, you had best be listening -- and refraining from tap, tap, tapping on your computer, looking at e-mails, and responding with, "uh, huh, yup, ok."
Dr. Chapman writes: Quality time is more than mere proximity. It's about focusing all your energy on your [client]."
In other words, be "in the moment." It's so easy to tune out instead of practicing "active listening" -- with eye-to-eye contact.
Receiving Gifts You have it pretty easy if your client's love language is gifts. The time spent picking out the exact gift will speak loud volumes of love and appreciation to your client and will create that everlasting bond.
This client may be more visual and desire "visual signs of love."
I remember one Hanukkah I took a beautiful plant wrapped in blue and silver ribbon to one of my new Sellers. They were so appreciative and the gift set the tone for the remainder of the transaction.
The gift may be inexpensive; however, the gift may be priceless because --
Sometimes the gift is YOU.
Acts of Service I believe that EVERY GOOD REAL ESTATE AGENT possesses this love language. Real Estate is definitely a service industry -- so service tends to be second nature for us.
A survey was once taken in a group wherein I was participating. The leader asked all the women in the room, "how many of you feel your love language is acts of service?" Half the room stood up. He asked the standing group, "how many of you had fathers whose love language was acts of service?" All the standing women remained standing. He proceeded to tell us that those statistics held true in every group wherein he took that survey.
When you serve your client -- with heartfelt service and no strings attached, it will speak volumes to the "acts of service" client. You have a friend and client for life.
Physical Touch Real Estate agents need to be careful with this one.
A "hug" greeting, a "kiss on the cheek," a strong handshake, a touching of the elbow or upper back-- will have high impact on the client whose love language is physical touch.
Some agents and business professionals will work hard to protect their personal space -- but a client with the language of physical touch may attempt to invade that!
Both parties must be comfortable with the interchange. I always "test the situation" before I touch a shoulder or an arm or extend a hug. Handshakes tend to be widely accepted, but beware of cultures where touching is a taboo.
According to Todd Duncan, author of High Trust Selling, a client can put $80,000 in your pocket over a twenty-year period from repeat and referral business.
HIGH TRUST SELLING, By Todd Duncan, Thomas Nelson Publishers, Nashville 2002, ISBN 0 7852 6393 4 252 pages
REAL ESTATE IS A RELATIONSHIP BUSINESS -- therefore,
Your intuition, analysis and speaking the love languages of your clients will grow your business, increase your bank account, and enhance the quality of your work life.
The e-mail template feature allows the agent to service the listing -- providing great documentation and memorializing of activity. First, write your form (boilerplate) letters in Word, save them, then copy-paste and upload them into the E-Mail Templates.
Be advised that attachments are not allowed (as yet); however, I advised my trainees to e-mail the client, add a paragraph at either the beginning or the end of the letter that same is being sent via regular U.S. mail with all attachments mentioned therein.
Once the letters are written and uploaded into your e-mail templates, they are ready for use. You will choose the client, select the template and customized that particular e-mail for each client.
Sample: If you edit an existing template that comes with the system, you can replace the body (copy and paste) without interfering with the existing merge variables. These merge variables will pick up/merge the information from your client database when the e-mail is sent.
Sample Listing Letter No. 1 is as follows:
[CONTACT SALUTATION]
Thank you so much for allowing me to handle the listing and sale of your home.
A copy of this e-mail will come to you via regular U.S. mail with all the attachments mentioned below regarding the initial setup of your home sale:
•1. Multiple Listing Input sheet (making this available to all Realtors); I have updated several photos (see attached). All the pertinent information about your home has been input into the main computer, so that every Realtor from every company has access to the information on your home.
•2. Realtor.com feature page I have uploaded @ photos (6 total allowed). (see attached);
•3 I am also in the process of uploading the photos on EWM.COM @(but as of this time the listing has not been added to our website. It takes a few days after it appears on the MLS. I will watch for that and upload over thirty photographs (we are allowed 99 total).
•4. I have contacted our advertising department and have requested the following:
•A. Broward Mailer for @(month);
•B Broward section of @The Herald (we have to provide 2 weeks notice)
*C. Broward section of the @Sun Sentinel (2 weeks notice)
See attached e-mails to those departments.
I have spoken to our manager regarding the front page section of either The Herald or the Sun Sentinel, and she has put me on the list. I will keep you posted on that one.
•5. I have submitted the Virtual Tour request form and will coordinate the scheduling of same with you.
*6. I am enclosing the Feature Sheet which I updated so that you can make corrections on same. @
•7. I also need the following from you:
•A. Floor plan (of your entire area if you have it);
•B. Site plan
•C. Survey.
These documents will allow me to complete my brochure for your home. Remember, the new buyer may want to fax the survey to a pool company to see how a particular pool will fit on the site.
I have spoken about your home to agents who attended our weekly meeting last Tuesday. I hope that this will generate some activity on your home.
Again, thank you for allowing me the opportunity to serve you! I know selling a home is a very emotional experience. If you have any questions, comments or criticisms about what is going on, please give me a call. Open communication is the best way to solve any problems that may arise. Thank you.
I know that my services will be valuable to you, and that you will remember me whenever you hear that any one of your neighbors may be looking to buy or sell.
Now you are ready to select your client and your e-mail template (by clicking on the drop list). You will customize the letter and your form is protected. You may want to send a blind copy to yourself - even though you can view the e-mail that was sent and print three hard copies -- one for your file (one for the office file) and the other for the client to send via regular U.S. mail with attachments mentioned in the letter.
Another reason you want to send a hard copy -- what if Little Johnny deletes Daddy's e-mail? IT COULD HAPPEN!!! Follow up with the hard copy.
The beauty of MLXchange is that all outgoing e-mails to your clients are tracked in the client history!
And you can schedule a follow up TODO or PHONE CALL -- a great excuse to call your client, "DID YOU GET MY E-MAIL AND THE COPY VIA THE MAIL?" DO YOU HAVE ANY QUESTIONS . . . . .
Another suggestion I adapted from a Hobbs/Herder seminar (this is my own adaptation):
At EWM, we have a colorful, sturdy cardboard box (the size of a large shirt box) that is branded with our beautiful orange and red colors.
Advise your client at the listing presentation: "I am going to be sending you e-mails and correspondence that support and substantiate my marketing plan for your home which we have just reviewed. It is of utmost importance that you save the correspondence in THIS BOX just in case I call you and reference a piece of correspondence that I had previously sent you. Please keep everything in 'THE BOX'."
When you call the client to inquire about the recent mailing you sent, ask him -- "Did you put it in the box?"
"D'oh!" -- a Homer Simpson response emerges.
"I told you. Keep everything in the box! Call me when you need a second box!"
___________________
From a psychological standpoint -- your Seller will watch as the box gets incredibly full of the wonderful marketing pieces you are sending him. What a great way to JUSTIFY YOUR PROFESSIONAL FEE!!!!!
Remember -- most of us are visual. Create the vision!!!!!
When his friends and family see THE BOX, they will whine, "My agent never did anything like that for me, whahh whahhh!"
Under-promise -- over-deliver!!! MAY THEIR BOX OVERFLOW AND YOUR REFERRALS COME DOWN LIKE RAIN!
Disclaimer: ActiveRain Corp. does not necessarily endorse the real estate agents, loan officers and brokers listed on this site. These real estate profiles, blogs and blog entries are provided here as a courtesy to our visitors to help them make an informed decision when buying or selling a house. ActiveRain Corp. takes no responsibility for the content in these profiles, that are written by the members of this community.
connections offered by the internet. Your non-profit, your political campaign, your service business. Not a little different, not just email enabled or website marketed, but overhauled. Unfortunately, that's hard to embrace. But it's still true."
;)
;)
