Leads leads leads....tracking them is a full time job! Especially in this market, buyers are taking their time waiting for that bottom to fall out. Sellers may want to sell but have no money or equity to do so, so you need a LOT of sellers in your pipeline!

In order to succeed in this market, you MUST know who is on your A list so you can put a lot of energy and attention toward them. When someone moves to an 'A' client spot, you must contact them immediately. You probably have a system like this in place, but do you use it? Do you enjoy using it? Does it serve its purpose? 

Below is a summary of CRM/Lead Generator systems that have proven themselves in the industry and have been around a while to support the Realtor community. Fly by night companies are common when it comes to supporting Realtors - you've got to be careful when making a large purchase, especially if the company requires a 12 month contract. When I try to 'google' these types of programs, it's impossibe to tell who has been around a while and who exists simply to process credit card numbers. So I've taken the time to list the companies that have been in the trenches a while, but I also found some new ones that show promise and accountability.

Keep in mind: Lead and Database Management is not a 'one size fits all' category for Realtors; the methods and systems will vary from agent to agent. If you don't have enough leads to manage, then you need a lead generating system as well, and some of these sites listed below provide the service as an 'add on'.

**None of these reviews are meant as an endorsement; they are simply informational to give you a glimpse of what is out there. You should evaulate your needs with an assistant who is familiar with a diverse group of systems to find out which one will work best for you. If you already have a system that you love, please comment and share with the rest of us! Don't be fooled by popularity, often the most popular have the best marketing plans to gain business.**

#1

Top Producer is by far one of the most sophisticated systems available. If you are a 'Type A' and want everything 'Just So', then this may be the software program for you. The learning curve is extensive to understand all the bells and whistles, but once you get in the groove it's easy to understand. Each agent uses it differently, lead management is one of the '5 star' features. Some of the features that will help you improve your conversion rates:

• Mobility Feature. How many times have you skipped your designated phone calls for the day because you didn't have time to open up your computer and 'get down to business'. Top Producer has a special program to work on your phone, and it's better than plain 'web access' from your phone.
• Integrated Marketing. Wouldn't it be awesome to take your leads, and with a click of button, have them on an automated postcard campaign that requires you to DO NOTHING? Their Market Builder progam is a unique feature of Top Producer, you won't find anything like it.
• Cutting edge technology. No other program upgrades and adapts to the changing market place more than Top Producer. They stay a few steps ahead of the average Realtor to enhance your positioning above the competition.

Top Producer is ideal for the agent who has tried other systems and are frustrated at their lack of sophistication or ability to organize leads. Many databases are better suited for transaction management, or lead management, or referral marketing, but Top Producer provides it ALL and more. If you have the funds to employ a Virtual Assistant who is experienced so you can hit the ground running, it would be worth the investment and save you time.

Drawback? I find Top Producer runs too slow. But that is from the perspective of someone who is online ALL day, managing a to-do list as long as Santa's list on Christmas Eve! As a Realtor who only has your business to manage, you may find its speed just fine.

Will this software produce leads? Yes, not by itself, Top Producer sells other products that complement it and automatically download leads into the system.

#2

Pipeline-i® -- Intelligent Technology -- is a lead generator/management system for a large team or brokerage who wants to dominate their local market with Internet traffic. When comparing it to Top Producer, it's apples and oranges; and at first glance the pricing may seem much higher, but it's not. If you were to take Top Producer and add on all the bells and whistles of lead generators and lead capture, you have very similar pricing. If you have a Brokerage that spans several geographical areas, this system could bring them all together and enable your Realtors to have an online virtual office, and eliminate the back and forth emails of transaction and task management. The ability to sync with mobile devices is effortless. Many programs out there make the promise to get your office up and running with both leads and tracking, but this one truly does it for you.

Unique features of Pipeline-i Virtual Office technology: 

• The most advanced Lead capture feature. How many times have you heard of 'Call Capture' or 'Text Capture' technology, but never really embraced them because they seem like an extra step? Pipeline-i has maximized this type of technology to sync with your web site and all of your advertising AUTOMATICALLY. Click Here to learn more.

Drawback? Pricing is not designed for individual agent who is not a mega-producer.

Will this software produce leads? YES.

#3

More Solds is a newer product, but the simplicity of the technology is refreshing. A Virtual Genie has not had the opportunity to work exclusively with this software since it's conversion from Beta, but we're hopeful the kinks have been worked out and it's ready to roll. It did have some cumbersome qualities when utilizing it on behalf of a team, but it seemed perfect and budget friendly to help the novice agent get started. Ideal for agents who are new to gathering leads or don't have a large database yet.

Drawback? At time of usage, limited functionality for teams.

Will this software produce leads? No.

#4

Wise Agent's is a great option for agents on a budget, and their customer service is STELLAR. Wise Agent makes training is easy to attend and the learning curve is small. Wise Agent also seems to have a component for everything, from lead management, to transaction management, to marketing, etc. I suggest signing on and learning one component at a time, rather than trying to implement everything and getting overwhelmed. If nothing else, Wise Agent will help you remember leads from that open house 6 months ago who were 'just browsing', and the affordability factor is high. Click Here to visit Wise Agent.

Drawback? Cluttered interface. Touchy transaction management system.

Will this software produce leads?  No. But it is super easy to do mass emails and mailings via Wise Agent.

#5

Realty Juggler is for the Realtor who is easily frustrated by Top Producer or the Wise Agent, and craves simplicity while remaining organized. Realty Juggler also offers the best trial period - 90 days! Realty Juggler does offer the option to grow from database management to transaction managment, and it syncs with most major calendars and offers document storage. Realty Juggler is the most budget friendly program available, and the Instruction Manual is loaded with You Tube videos that give you the information you need in minutes.

Drawback? Simplistic interface. But at this price, is that really a drawback?

Will this software produce leads? No. But again, what more can you ask for at this price with a 90 day trial period?

#6

Highrise is the perfect program for the Realtor who comes from another type of sales background. There isn't anywhere to go with transaction management, and sometimes this is the PERFECT answer for a Realtor. I personally see many Realtors get overwhelmed by the software they have chosen, only to abandon the entire plan half way through out of frustration. This won't happen with Highrise. You will be up and running and following up on leads left and right - quickly! Bonus: Affordable! Visit the 37Signals software line today.

Drawback: Non-real estate software, you will have to customize it to make it relevant to your business.

Will this software produce leads? No.

#7

Pipeline Deals is another program for the Realtor who comes from a Sales Background and enjoys that 'system' approach. This software will also let you see your progress. Lead management can get stale and boring, but not if you are visually driven! Pipeline deals is also high up on the affordability scale. Again, it's simple 'CRM' without further bells and whistles of programs designed specifically for Real Estate.

Drawback: We are not familiar enough with Pipeline to list a drawback, on the surface, it looks flawless. I'm sure if we were to dig in, we could find just one...

Will this software produce leads? No.

#8

Househunt is a tool for agents who need leads in addition to a management system. There are MANY programs like this available, but Househunt got a plug here because a) it's not a complete budget buster and b) you can use the backend even if you have additional lead generators working for you. This is a program for an individual agent or small team who needs leads NOW. Househunt limits the number of agents in any given area, and you have to sign onto a waiting list if your area is not availabe. Click Here to learn more about Househunt.

Drawback: Limited availability if another agent has your territory.

Will this software produce leads? Yes.

Conclusion: Many Realtors choose a system based on emotions from a sales pitch or from a 'crisis' mode - they have too many leads coming in and need something FAST. Take your time when choosing a system, so you don't have to reinvent the wheel 6 months from now. A Virtual Genie offers free consultations to help you sort out what your needs vs. wants are so you are sure to find the perfect match! We have experience in helping agents find products and services that are useful and productive, rather than following the hype that often comes with utilizing technology to be successful.

So how exactly DO you reach the goal of converting a lead? In my last post, I said I would give you some tips and tricks. Actually, it's pretty basic. The 'tips and tricks' are in the follow up, not the strategy. Sometimes an oldie REALLY is a goody.

Let's focus on buyers, since they are not in any hurry and can take such a long time to convert from Lead to Closing. In some markets, this process can take up to 6 months or more! You've got to have a strategy in place!

Yes, it's that simple. Call. If they are a lead from an ad, you've got to call in the same day. If they are someone who is capable of referring business to you due to their past experience with you or network they are in, call them monthly. You are calling to CONVERT! How? Well, this is where a real estate coach with a great script comes in handy, but here are some pointers: Tell them something GOOD about the market, or about their specific situation. If you know they want a home within a certain school district, call them about a hot new listing that you know would meet their exact needs. Or tell them about an upcoming event near that community. Give them information on a cool new tool that you offer that applies to their situation (a home finder tool, if they are possible sellers, a new marketing tool). Personalization IS KEY. Drip campaigns are nice, but only if they can be personalized as well (Eneighborhoods is a fabulous tool for personalization). I know many of you are calling your leads on a monthly basis, but just as many of you ARE NOT. Get on the phone!! It's 100% necessary!

Thank You. I don't think a hand-written thank you is sufficient or the right touch at this point. A form letter which thanks them AND highlights your best features is the way to go. Now when I say form letter, this DOES NOT mean I'm referring to your 'yearbook description' in which you paste all your designations and accomplishments and your 'Million Dollar Producer' information, but a real life attribute that turns you from salesperson to human. What could this be? Again, real estate coach script could help tremendously, but let's look at some examples:

• Your ties to the area; if you've lived there a long time, say so! Give them examples of how well you know communities (I watched neighborhood xyz be built from the ground up) etc etc.
  
• Your personal experience if it is similar to theirs; if you have relocated from another state and you did the same thing, highlight the points that will enable you to empathize
• In summary, find something in common, and run with it. If it's simply a phone call prospect, and you happen to have their address, write something about yourself that no one else can claim! It's up to you to find out what that is...

Email Drip. Believe it or not, some of you are not doing this for buyer prospects on a regular basis! They should be receiving valuable, up to date market information from you bi-weekly at the minimum. YOU are positioning yourself as the expert in their mind!! Even if they don't open them, they will still have you in the back of their mind because YOU are in their inbox and you do not give up! Now, if they DO open your email, then you know which buyers are going to be moving up to your A list!

So what is different about this plan, from others you've heard of? I would say that Personalization is the key. Buyers are probably being recruited by more than one agent these days, and merely sending them canned emails isn't going to cut it anymore. You've got to find something in COMMON, whether they are a lead or a source of referrals, and CONNECT. Wine lovers? I bet you can find a series of postcards that speak to the wine connoisseur. Kids? Find out info from the Chamber of Commerce on free events for kids and get this information to them.

The season of a hot buyer calling us from our yard sign is OVER. It's time to cultivate and plant seeds, so that you are not struggling in 2011 the way you did in 2010. If you are not struggling, kudos to you! Now please share with us what you did that felt 'right' in converting your leads!

ALERT! The Purpose of a Lead Management System is.....CONVERT! It is NOT for Data Storage!!

Efficiency Boot Camp 101 : Hem and Haw Not Welcome!

Strategic Organizing - Drip Campaigns and Lead Status

Delegation 101: Psychic Powers and the Assistant

Agent Web Sites - KISS 

How Do You Fire a Referred Client, Without Burning Referral Bridges?

In my last post about lead management, I identified the top 3 things your lead management system should do. If you can't do this with your current lead management system, then you are not going to produce the results you should be. Leads cost money; in effect, not following up is flushing money away. Thousands upon thousands of companies exist in hopes that YOU will be the next Realtor to flush your money down the toilet into THEIR bank account, while you cross your fingers for a closing. Goal for upcoming year: Just say NO to dumb dumb lead management!

1. Identify your best lead source.

Once you enter the lead's contact information, you should identify where it came from, and be able to pull the leads up by category. When you get to the end of your 30-60 day time frame, you should be able to analyze where the highest number of leads are coming from. THIS is where you should focus your time. Here are some examples of what I mean by 'focus':

• You find out your highest lead source is from your subscription online lead service, xyz company. You should work to improve your response time for these leads, and improve the follow up system you have in place. If the leads are buyers, they should only be 'off' your lead follow up system if there is no way they can qualify for a loan, now or in the future. What if a large number of these buyer leads can't qualify? Then you need to team up with a lender who specializes on credit repair and stays with the clients for the long haul, and returns them to you once the credit is cleaned up.

• You find out your best lead source is referring agents in your area. Maybe they don't like short sales or investor clients, so they send them to you. What can you do to focus on this? Spoil them! Gift baskets once a closing happens (WineandCountryGiftBaskets). Thank You Notes. Start a newsletter for all of the sources and state how much you pay out in referral fees as a reward. Cultivate MORE referrals.

• You find out your best lead source is a handful of past clietns, they keep sending you more and more business. What are you doing to thank them? Do you make them feel truly special? Do you call them every so often, not to talk about real estate, but to ask about things going on in their lives? Have you seen them lately?

As you can see, your highest and best lead source can come in a variety of ways, and it's up to you to make sure it is nourished and keeps producing.

You will also be able to see what is contributing LEAST to your business. Facebook? Your Blog? Cold Calls from CraigsList? Take the energy you are giving to the smallest contributor and give it to your biggest contributor, and watch you business grow!

2. What is your conversion rate for buyers? For sellers? What is the average conversion time for each?

At the end of each month, quarter, or semi-annually, you should be able to tally up all of the leads you have received, and identify how many of those have turned into actual clients. Don't worry about the ones that are turning into closings, that is for another time, since today's clients take so long to get to closing (longer listing times, more choices make buyers take longer to pick homes). For example, you received a total of 35 leads for the last 60 days. Out of those leads, 4 are active or pending listings, and 3 of those are buyers who are currently pre-qualified and working exclusively with you to find a home, or are under contract. Your conversion rate for sellers is 11%, and your conversion rate for buyers is 8%. What if you prefer working with buyers over sellers? Then those numbers tell you what you need to focus on. Go back to your lead source for buyers, and see where you can focus to improve it.

3. Why do leads not turn into clients?

If you spend time cultivating leads, then you are obligated to find out what happened to them, especially in this market. Too often a client stops interacting with us and we just let them go. You paid for that lead with your time! You deserve an answer! If you go on a listing appointment, you don't get the listing, and the house never shows up in the MLS, why are they not selling? Don't be shy! There is information in this part of your lead management, and it will help you develop your skills and improve in areas you are lacking.

Second, it helps you with your follow through. When you have a client who chooses another Realtor, you don't have a closed door, you have an opportunity. The sellers should get a Thank You card from you, along with some sort of small token of thanks; a magnet, a $5 Starbucks card with your address label on it, and an explanation that you are still there for them should they need you in the future. If buyers are working with another agent or even say they went under contract with someone, their new address belongs on your quarterly mailing list. Agents who are in the business now may not be in 5-10 years, and that potential client could come back to you.

So the next time your coach, or your assistant (ahem), engages you on the topic of Lead Management, don't assume they are talking about the leads that come in that day and your response time. They are talking about the WHOLE ENCHILADA, because the big picture will greatly impact your bottom line, and your success in the Real Estate business.

Stay tuned, more to come next week on how to get even more detailed in your lead management - keep in touch ideas, new and innovative approaches (or maybe just approaches that you have been too stubborn to try!), and time savers. In today's market, managing leads is CRITICAL to not only your success, but to your survival!

Delegation 101: Psychic Powers and the Assistant

Sending your Listing Marketing Tasks to India? Is that Service?

If you are a Realtor and are struggling in the current market, and you have not read the oldie but goodie 'Who Moved My Cheese', go get the book RIGHT NOW! Especially if you find yourself complaining about one or more of the topics listed below:

• There are too many distressed property owners, and I can't seem to make money off of them. Servicing a bunch of Short Sales is too much of a hassle, and REO properties involve too much out of pocket expenses
• There aren't enough Buyers. My lead sources have dried up
• My team is not motivated to succeed. I have slackers on my team who don't do their part, that is why my business is down
• We'll just have to wait the market out to be successful again (and you sit there like Eeyore from Winnie the Pooh with a depressed and sad look on your face as you say this)

For those of you who have read 'Who Moved My Cheese' and are still grumbling with the market conditions, I do feel your pain. Even though I'm not in the trenches making offers on Short Sales that take banks 8 months to reply, or submitting Short Sale packages for the 4th time in a year on the same property, or having over a dozen listings and buyer prospects are nowhere in sight. I may not be doing it myself, but I see you doing it, and I know how tiring and exhausting it is. You want RESULTS for your efforts, not only because results = paycheck, but you are in this business because you are driven by results! Listings that won't sell and a shortage of Buyers is the opposite of Results, and it's draining! We want RESULTS for our clients, we work with you because we like you, and we want you to succeed!

Have no fear, Efficiency Boot Camp is here! This blog is 1 of 4 in a series, and we will be following up with a new blog post every Monday for the next 3 weeks. When you've read 'Efficiency Boot Camp 401' you know it's time to take action!

Boot Camp 101 Agenda: Lead Management.This is so difficult for most agents, so if you've never been able to master it, don't feel bad. However, Lead Management, Realtors, and Boot Camp go hand in hand. As a Virtual Assistant Company who works with agents nationwide, I've never seen such resistance to organization and systems! If more agents were willing to track, organize, and document lead management, the coaching business would be bankrupt! I call it Boot Camp because I've never seen a topic where a third party has to push and push and push agents to do their part. It's so easy to be busy with other things, things that are more interesting. I invite you now to submit to change for the rest of 2010, so that 2011 is more productive NO MATTER WHERE THE MARKET IS!

Here is what lead management is NOT:

Answering your phone from a potential lead in the middle of a grocery store, dinner with your family, while you are driving to a listing appointment, or any other time of the day that is not designated for Lead Management. Period. I know it's tempting, and we've all had that GREAT conversation with that potential buyer on a Monday afternoon in the middle of a work out, golf game, or shopping, and you CONNECTED. But let me ask you this: Did it lead to a closing? Did it lead to a closing more than once, answering your phone anywhere and everywhere? If you answered Yes, do you LIKE being constantly interrupted through out the day by prospects who could not get a loan to save their life, who don't really want to talk with you when you start asking them the tough questions like 'Have you submitted a mortgage application?'. You get the idea. This is not lead management. This is chaos. It breeds burnout, failure, exhaustion, and most of all, the abandonment of the structure you need to succeed. If you're talking while you're driving, how are you going to record detailed notes from the conversation for follow up later? How are you going to enter the follow up in your calendar for later? How are you going to take down their mailing address if they are out of state to mail them a relocation package? You're not. You're going to talk to them, then rely on your memory to follow up. Recipe for disaster!!

What is the purpose of a Lead Management System? Your system should accomplish at least 3 things:

• Your best lead source. Is it your web site? Your referral sphere? Your office?
• What is your conversion rate for buyers? For sellers? What is the average conversion time for each? Just as we can determine what the average market time is for a home, we should know what our average conversion time is for meeting a prospect and turning them into a closing.
• Why do leads not turn into clients? Are they unable to sell or buy? Are they going to the competition? We should know this information so we can improve our rate.

So here is your super easy STEP 1 for today: Identify your lead sources, and identify the database you want to keep them in. It does not have to be elaborate or costly!! Big mistake in paying for software before you know you're going to use it! We need a place to keep them in so you can categorize them according to type of lead; A for HOT HOT HOT - B for not so hot but can get there - C for may buy/sell in 6 months or more. You need a system that identifies your A leads, and THOSE are the leads that need programmed in your phone, so you can tell when they are calling you, and you can take THEIR call in the middle of the cucumber aisle, not some yo yo who's brother is a Realtor and he just wants the price of your listing (WHY didn't he call his BROTHER?).

But I digress: Here are some budget friendly possibilities:

• MoreSolds.com (Free! but the email reminders don't work, it's a Beta program, so you have to log in every day to check the calendar)
• RealtyJuggler
• Wise Agent (a little more complex than most, less complex than Top Producer)
• Your G-calendar
• PipelineDeals.com
• 37 Signals Product Line

If you have a system in place already, but you can't accomplish the 3 items listed above from your system, then it needs more attention. We will help you get there!

But wait, what if you don't have enough leads coming in, and this is part of the problem? That's another blog and subject, and we will cover that in our next series! Stay tuned...we've got lots of valuable information to share, and it's my favorite kind of information: FREE.

Don't forget to pick up your copy of:

Congratulations! You have leads, and they need managed! This is a GOOD thing, although frustrating at times. Leads today can turn into a closing 3, 6, 9, 12 months from now, and you need to have a system in place that keeps your prospects interested in YOU. Never before have consumers had so much access to real estate and transaction information, it's easy for them to think they don't need you anymore. Or perhaps they feel Realtors are a dime a dozen and see no need to stick with anyone in particular at the moment. Your drip campaign is your opportunity to change their mind.

With that in mind, what are you sending them? Recipes? Glossy Just Listed and Just Sold postcards and e-flyers? Information about buying a home? Information about selling? Is the information you are providing them unique to their specific situation? If you can't answer that question, you need to re-think your strategy.

Here are some oldies but goodies for organizing your leads. Obviously this will take some time for past leads; but it's easy to implement on new leads coming in from this day forward:

One thing is definite: These leads fit into your 'Before' category; as in 'Before the purchase, Before the Sale'. (other categories should define your contacts as 'During' - in an active transaction, and 'After' - closed a transaction.)*

Get back to your 'Before' category: Divide them into 3 categories: 'Before Sale' meaning they are going to sell their home, or 'Before Purchase' meaning they are going to buy a home, or 'Before Move-Up' meaning they are going to sell their home and buy another. Now, take those categories, and develop 90 days of touchpoints that give each category SPECIFIC, relative information to their situation. Here are some examples:

• Before Sale - these people need tips for selling. Don't EVER count on a verbal 'Oh yea I'll hire you when it's time to sell my home'. Until you've got that listing contract signed, it's not your listing. Send them useful tips such as curb appeal tips, home inspector recommendations if they want a pre-inspection, information on appraisals vs. market value, etc. The key is to send them a wide enough variety of information that you send them something they DO NOT know. The more you can illuminate the gap between the information they have on the market and the knowledge you posess, the more valuable you are going to seem.
• Before Purchase - these people need tips for buying. You have to remember they will fall into many categories within this one: Relocation, Investors, First Time Buyers, etc. Keep your topics general enough to apply to all of them. ALL buyers want a deal! ALL buyers are curious about short sales, bank owned homes 'REO's, Auctions, etc. Scan local headlines and see what grabs your eye. This will grab your buyers eye as well.
  
• Before Move-Up - Selling one home and buying another. This is a special kind of client, and you've got to prove to them you have what it takes to make this happen. They definitely need information on the importance of pricing, staging, and timing the sales so they can try to avoid a 'double move'. Unfortunately, not all people in this category will be able to avoid this, and you can help prepare them for what may lie ahead. You can be THE SOURCE for their information! 

Sounds good, but where do you start? There are several places. Constant Contact is THE BEST email campaign system out there when it comes to organizing leads. You can have lists of leads with the exact names listed above 'Before Sale', 'Before Purchase' etc. You can create the campaigns in advance and schedule them to go out monthly. You can easily move a client from the 'Before' list to the 'After' list once they've closed on their sale. There is a drawback: you have to create the content of the emails. It's easy if you belong to a larger company, you can simply copy and paste from their marketing materials, and have control over what is sent. The bonus is that you get to customize. When you sign them up for a 'canned' drip; something already created for you, you increase the chances of giving a recipe to someone who has no desire to cook, or telling a distressed home seller facing foreclosure how to buy a new home. Focus on the lead and personalize it!

If the idea of creating your own content does not appeal to you, then you can use a more 'canned' system for your database of 'During' and 'After' leads. (Again, During are active buyers and sellers who are already under contract with you, After means they have closed a transaction with you and could be a source of referrals.

This is where I'm counting on your feedback: What drip campaigns do you like for clients that automatically generates content. We all know that REMAX and Keller Williams has these tools, but what is available in the regular market place, and at what price?

*Giving credit where credit is due! The Before/During/After module was developed by Joe Stumpf and By Referral Only at the Main Event Seminars.

There is one verb that separates agents who thrive from those who merely survive or despise their job, and that verb is the word DELEGATE.

What does delegate mean? Used as a verb, it translates as follows:

The verb DELEGATE has 2 senses:

1. transfer power to someone
2. give an assignment to (a person) to a post, or assign a task to (a person)

Notice what Delegate does NOT mean:

• Your assistant is psychic and will automatically do things the way you do them without proper instructions
• Pass on a project and let the assistant 'learn by error'

Let's discuss the two items above in more detail:

Your assistant is not psychic. If you give them instructions 'fix this web site'; their definition of fix is going to be very different from yours. Elaborate with details. Type it out - there is no greater room for error than with verbal communication. My new motto is 'Brain is for processing not for storage' (thanks Joe Stumpf AGAIN). Seriously, the brain is way too sophisticated to be holding all of this information in; and the computer has helped us create various systems as ways of storing information. Put that storage capacity to good use and use your (and your assistant's) brain for something more useful!

Pass on a project and let the assistant 'learn by error'. While this is unavoidable all the time and is a common way to learn, it is highly inefficient. You should have typed out a task list/instruction sheet on how you want the task done, and then proof it for errors. It's so common for any time of manager to say 'Do this task', then once it's done, pick it to shreds because it was not what they had envisioned. Your assistants are human, and they like to succeed and be useful. Setting them up for failure from the beginning will not alleviate your need for an assistant, and it certainly will not increase their desire to help you.

Here are some other pointers when delegating:

• Don't give it, then take it back. You find someone who speaks 'real estate' and hand them a project. You check in constantly, only to find that you are too nervous, so you interrupt the project at hand, hoping to interject your intelligence and experience into it. STOP. Let them finish the project, and save your advice and opinion for the final approval. Almost every project, from a newsletter to a postcard, will have a final approval stage for you. Surely you can let it go until then, can't you? Obviously this advice does not apply to transactions; only admin tasks that involve marketing and client touchpoints.
  
• Make them repeat it back. It sounds silly, but if you are delegating transaction items, and there needs to be a certain level of understanding regarding important contract dates and deadlines, ask them 'what if' scenarios. If they can't answer your questions, you need to provide better instructions.
• Ensure there is a high level of communication. Your assistant should be in the office, or have access to email on the go if they are virtual, along with texting and/or instant messaging. You can't wait for hours to find out if they remembered to change the number of bedrooms on a listing that you made a mistake on the MLS yesterday. That could cost you a very precious listing, so response time and performance expectations need to be outlined and confirmed ahead of time.
• Use the tools they ask you to use. If they're experienced, they have a system in place already. Be flexible and help them stay organized with the systems they have invented. You will not be disappointed once the groove starts!

Hiring an assistant can be one of the most amazing things to help your business....but the first few weeks can be trying. Just hang in there and keep the end results in mind, organization and systems will come!

You would think that Realtor web sites have been around long enough that we all would 'get it' by now, but we still have to be diligent and use the oldie but goody: Keep It Simple Stupid! Technology continues to change at a record pace, we get bogged down in unnecessary details and bells and whistles, and miss out on the things we REALLY need. If your site has grown stale and you want to refresh it with a new style/company/options, consider the following before you get hooked by all of the extra's the marketing team is trying to sell you:

• Do they have a 30 day trial period? If not, how do you know the length of time it takes to make changes to the site? I've been on quite a few template sites lately and I could take a nap with the amount of time they take to process changes. (I don't, I open a new window and do something else productive). It is NOT my computer, I have a brand new Mac and its nickname is Grease Lightening. If a site is good, my Mac whizzes right through it. What good is that contact manager, drip email, and IDX search if the site is slower than a turtle when you go to update it?

• Listing Upload - does it feed directly from your MLS? If not, how long does it take to upload the listing? Does the site accept normal photo sizes, or is it picky about photos? This is a HUGE deal. Especially if your site is not top-ranked; and the only people visiting are sellers who are looking for their listing. Trust me, the last thing you need when you're super busy and taking listings is to find out that it takes you half a day to resize photos and upload the listings to your site.
  

• Do they have custom options? A custom site is a gift a Realtor gives their web site when it has given them enough leads and closings to cover the cost. Imagine not being bound by the strict rigidity of the template! It's awesome! But it can quickly turn into a nightmare when you start to look at the cost of a 100% custom site. Many template sites offer custom services to add to the existing site, saving you the time and energy in a 100% re-design.
  

• Remember - people are visiting your web site to look at HOMES, not you. If you love seeing your picture everywhere and putting a photo of your car, your pets, and a list of your top qualities, do that on facebook, not your web site. Sometimes I can tell how long an agent has been in this business based on the size/amount of photos they have of themselves on the web site. Old school is to sell yourself; the new way is to lead them to you with homes. And surprisingly, it works!

• Don't be concerned with the 'backend'. There is a huge variety of contact management systems out there, and if the site provider tries to sell you on this product over the site itself, back away. Some companies don't make that much on the site alone, the big money is getting you to sign up for extra's. Contact Management. Drip Campaigns. But all of that is USELESS if the site is slow, cumbersome to upload your listings, and lacks IDX capability. Beware! Just because they say 'IDX', it does not mean they work with your MLS, so do your homework!
  

• IDX IDX IDX. Your market may have a different name for this feature; but in my neck of the woods this is the service that lets a client customize the search on YOUR site, and receive ALL listings from the MLS included in their search. If the site is not compatible with your MLS, run, don't walk, away.

And finally, do they have clients who are happy in other parts of the country? If they are selling you on an extra that is going to bring you leads, can another agent verify this is true?

Remember, when it comes to web sites, KISS. Everything else is just a marketing tool, an 'add on'. There are plenty of database manager systems out there, so don't be talked into a site based on that feature. Think of what your clients are going to see, as this site will be an extension of yourself to those who know you and are already working with you.

Feel free to comment on good/bad experiences you've had with web site providers. Please only note RECENT experiences - companies have changed a lot over the past 5 years. Some companies I recommended back then, I would never recommend them now based on changes.

Listing Syndication. It's all the rage these days. Not because it really drives buyers and sellers to call your cell phone or email you; but it does seem to cover a lot of marketing bases with a simple click. Or does it? And if it does, how are you using it to the fullest advantage? How can it hurt you? Here is an overview that is super simplified, and give you plenty of thoughts that will make you go 'Hmmmmm':

Here is how to use Listing Syndication to your advantage:

1. Include an information page about it in your listing presentation. Don't overpromise; but simply compile a list of logos that you KNOW your listings end up on, so the seller can visualize how far your marketing plan reaches. There are TONS of sites that will syndicate your listing for free and do not cost a dime to add to. *(See reference paragraph below for a list of free ones as of 07/05/2010)

2. If your seller's primary method of communication with you is via email, then use these ads to keep them updated on a weekly/ 10 day/ bi-weekly basis. For example, upon taking the listing, you can email the links to Realtor.com, your local newspaper link (most newspapers receive all new listings in their online classifieds via homescape or your MLS or Realtor.com), and any other company ads (REMAX, Coldwell Banker, etc.). Include at least 3 links, and tell them how you will be working to maximize their online exposure, and let them know you're available for questions or concerns.

3. If your seller is still a 'snail mail' kind of person, send them a nice letter and a page snapshot of each ad. Even though they aren't online, they know it exists, and they know buyers will be looking at their home. This will also help you debunk their requests for print ads - print ads you don't want to waste money on!

4. Keep this method up on a regular basis. If you go to any of the following sites, you may be able to capture a free link to your listing:

• Trulia
• RealEstate.com
• Yahoo.com
• Homes.com
• HomesandLand.com
• Cyberhomes.com
• Overstock.com
• Frontdoor.com
• Your local newspaper web site
• Redfin.com
• Google Base
• Homegain
• If you are a smaller company, you can show them how their home is listed on Prudential, REMAX, Coldwell Banker, and Keller Williams web site. Explain in your letter or email that a Buyers Agent will more than likely bring the buyer to their listing, and because YOU belong to the MLS and have signed up for IDX (or broker reciprocity), those large companies have access to their home for potential buyers!

Know When To Hold em:

There are several circumstances where you will want to WITHOLD certain links from your sellers, here are a few examples:

• Sorry, I know Zillow is a frequent contributor to Active Rain, and I'm sure it has advantages, but in this case, I've seen it do more harm than good. If your seller is already touchy on price and has a tendency to micromanage, just send them their link to Zillow and watch them freak out. The 'Zestimate' is bound to be too low (or too high, directly contradicting your market analysis and pricing discussions). Zillow's zestimates make sellers angry, especially when the listing agent points out this mis-information to the seller as a 'great ad'. It's not, just leave it alone and hope they don't see the off-kilter value themselves, which will surely cause you grief if they do.

• Don't send them links to listing you have no control over if they are very savvy or micromanagers. When you do a price change, often the syndicated site takes up to 7 days to change the price! In the beginning, send them ads you have direct control over, and after they've done their final price adjustment, you can use these extra third-party sites that you can't manage directly (RealEstate.com, Homegain, Homebase, Redfin, Cyberhomes, etc.)

• Don't send them ALL the links you can find in the first stages of their listing. If average market time in their area is 60-90 days, you'll want to span the links and information out over this time frame. Sellers want frequent marketing updates; you can't give them everything you have and then say 'Well, you need to adjust your price!' when you've run out of marketing ideas. The price drop should have nothing to do with your lack of marketing avenues; in their mind, the two are not related.

*Free sites to create an ad to syndicate your listing (as of July 5th, 2010 - these 'freebies' change frequently!)

• Postlets
• Vflyer
• SawItOnline.com
• ClassifiedFlyerAds.com
• Trulia
• Backpage.com
• Hotpads.com

If you know of any other 'freebies', please post them in your comments!

In closing, YOU have the power of presentation to your seller, and so much of it is FREE to make you and your marketing plan look great. It's all in the packaging; make sure you do it right, and do it right the FIRST time! Remember the oldie but goodie, Underpromise, Overdeliver!

I hesitate to start a blog that could spin out of control; as 'outsourcing' is a highly politicized subject that can branch off in 1,000 different directions. So let's focus on specifics: Real Estate Agents hire virtual assistants to help market their listings, and the staff that helps them is based in India. Is this a good thing if it meets the budget? Debate is certainly welcome, but here are the reasons I say NO!

• Have you ever tried to get directions on a task from someone who is not well versed in the English language? If they have translation issues, how accurately do you think they are going to refer to industry specific items such as FHA/VA, cul de sac, let alone adjectives that are necessary to catch a readers eye?

• Did you know that certain Virtual Assistant companies (ahem) will actually write your ad copy FOR you? You don't have to agonize over the details, just send pictures, the MLS sheet, and a flattering, eye catching description will be created, you approve the proof, and it's done? Someone who does not have a handle on the English language will never pick up on the stainless steel appliances and double ovens in the kitchen, the mature landscaping, the spacious master suite, the updated lighting fixtures, the 42 inch cabinets, the berber carpeting, the rocking chair front porch, the garden tub, the soaring entry, the light and bright kitchen, the potential guest suite or home office, etc. etc. You get the idea, experience makes a huge difference in how your properties appear online. The entire purpose of hiring an assistant is to save time...so why are you writing each and every ad and proof reading incessantly if you need to save time?
  

• What happens when something goes wrong? We've all had that seller who micro-manages their listing. You write up something flattering and wonderful, put it on your MLS, then you syndicate to all the right places, only to find out that your seller believes the patio is a porch, and wants EVERY ad changed TODAY. Normally you would tell a seller like this some important facts about marketing, but this happens to be one of your first referrals from a very important referral source, and you want to get straight A's on this one. What do you do? Does your assistant in a different time zone half way around the world understand the importance of these changes? Do they know what you could lose if it's not done TODAY!  More importantly, do they care? So you have to make the changes yourself? Do you have the log in information to every site where the home is posted? Do you know enough about syndication to explain to the seller how long it will take to hit certain sites?
  

If I had to name the biggest difference between a United States real estate virtual assistant and someone based overseas working in a 'data entry factory', I would have to say it comes down to just that: Do they care? Probably not. Do you want someone working with you on your business who does not care? I'll leave that up to you.

We hear the word all the time: Referral. We post it at the end of our emails 'Never too busy for your REFERRAL'. Does the mere mention of the word turn your friends, family, and past clients into referral robots for you? I think not! So how can you increase your referral rate? How can your need for referrals stay with everyone you know, every day?

I've found a niche that works: Contests! Contests are not the same as gifts. If you offer to give your best cheerleaders something in return for their referrals, they're more likely to keep up the good work! But you have even more people in your pipeline who could be cheering you on...what can you do to encourage them to make that leap?

Here's an example: On your next e-newsletter, in the subject line, put 'from (your name here), ENTER OUR CONTEST!!'. So many people love the thought of winning, you'll probably see an increased open rate on your newsletter!

So what does the contest look like? In general, you simply let them know that you are having a competition over the next SIX MONTHS to see who can send you the most referrals. All referred clients that result in a phone call are worth 1 point. A referral that results in a face to face meeting lands them 5 points. And a referral that closes escrow lands them 10 points (and a nice thank you gift). The top 5 clients with the most amount of referral points will be entered to win....and here is where you can choose! You could choose a limo ride to dinner; a gift certificate to a restaurant, a shopping gift card, etc. etc. Get creative!

It's important that you keep this contest going and send monthly updates. Print the names of those who have referred you clients in your next newsletter. Make it competitive! Now you also have a reason to call your past clients and sphere - ask them why they are not participating!

This is just one small way to increase your referral rate, for real! Unfortunately I think Realtors start to think of Referrals as imaginary...but they are real gold when handled correctly!

If you don't have time to set this type of contest up on your own, your favorite Virtual Assistant is ready and waiting to help you accomplish your mission!