Educate Your Way To Success

Did you know the National Association of Realtors reports that an "educated" client is worth 8 to 10 time more money to you than an "UNeducated" client?

It's true.

I know of one agent who claims that by using specific "educating" strategies in her practice for the past 3 years, her income has actually multiplied ELEVEN FOLD.

She closes clients faster, and enjoys working with them more.  In the process, her clients report greater satisfaction with her services.

Yet most agents FORGET to use education as part of their marketing.  Big, Big Mistake!

Today I'm going to show you 3 important "educating" strategies so you can reap the very same results in your practice.

Question is:  HOW do we educate our prospects and clients, and WHAT do we educate them about?

How "Educating" Your Clients Can Increase Your Production Over 1100%!

Have you ever had to go through an important event or process in your life, and you didn't know what was going to happen beforehand?

Maybe you purchased a new car.  Or underwent some kind of medical procedure.  Or maybe you were making a BIG purchase, such as land, or a home, or a building.

When you didn't know what to expect, didn't you feel a bit nervous?  Even a bit lost?

Even worse, a bit FEARFUL?

Well, believe it or not, that's how most of YOUR clients feel when they work with you.  They are making the largest investment of their life.  That's why EDUCATING your clients about a number of "processes" is so important to
the success of your business.

Here are 3 critically important (and SIMPLE) ways to educate your clients, and virtually guarantee all your deals close, and ALL your clients are ecstatic with your services.

(In fact, if you truly want to DIFFERENTIATE yourself from other agents out there, try this process.  Most agents are clueless about it.)

"EDUCATING SYSTEM #1:"

This is where most agents blow the relationship right up front:  They Fail to Educate their prospects and clients on the EXACT PROCESS of buying or selling.

By doing this, they fail to remove the inherent FEARS present in people.  Whether you realize it or not, your clients have some level of fear when it comes to "pulling the trigger" on buying a new home.  They have to leave behind what they have known to this point; change their life (although for the better) and learn a new way of living.

The truth is, most people are silently WISHING you would take the lead and help them make a decision.  If you want to explode your sales, become that leader and show them the way.

So here's what you can do.  Whenever you meet with buyers, or arrive at a listing presentation, in addition to other materials, take a simple FLOW CHART of the PROCESS of buying or selling.

The process starts right where you are at our first meeting, then takes them through all the stages of buying or selling, and DETAILS exactly what's going to happen, AND that might go wrong and how you'll handle the problem if it arises.

This way, they know where you're going. They have a road map.

Most importantly, they INSTANTLY feel less fear and more comfort working with you.

Here's something that will differentiates you from other agents:  "NAME" your personal process so no other REALTOR can use it (not to mention very few other agents ever do this to begin with).  If someone comes in after you, the client will associate it with you and think that the new agent is imitating you (and imitation is the sincerest form of flattery, isn't it?)

For example, your buyer program could be called, "The Joe SuperAgent Gold Level Buyer Process For Success."

Or your listing could be called, "The Joe SuperAgent Top Dollar Home Marketing Program."

Then, simply list out everything you do to serve your client.  Get creative (and make sure you transmit a benefit in your name) and it will make a big difference.  Make sure you expound on ALL of the tasks that you do to assist your clients.  It will help you stand out from the rest of the crowd.  I also recommend that you leave a copy of your flow chart with them so that they can reference it later.

Couldn't you easily put together a simple ONE PAGE flow chart of YOUR PERSONAL real estate process and integrate it into your buyer qualifying or listing presentation?  Sure you could. Do this simple little exercise, and watch your clients bond to you like super glue.

"EDUCATING SYSTEM #2:

The second process of educating needs to be integrated into your FIRST process above.  In a nutshell, it's this:  EDUCATE YOUR CLIENTS ON WHAT TO EXPECT FROM YOU!

When you use a flow chart and present the entire process of buying or selling, you have a great opportunity to SET THEIR EXPECTATIONS of YOU.

How do you do this?

By simply telling them at each stage what you'll be doing to service them.  This also enhances your image as a true professional.

It tells them that YOUR services are more than simply entering their home on MLS, or doing a simple search to find their next home.  Believe it or not, most people don't know all the things you do as an agent.

You need to tell them yourself.

Now, it's important NOT TO OVERSELL yourself.  If you make outlandish commitments, that's what they'll expect, and you may not meet those expectations.  On the other hand, if you make too few commitments, other agents will beat you out of the listing or buyer representation.

The "secret" is to tell EVERYTHING you will do, but DO NOT oversell yourself and be perceived as under delivering.

Here's why:  Your GOAL is actually to EXCEED ALL of the expectations they have from you.

Set the standards of WHAT will happen and WHEN:  how you return calls, how you service leads, how you promote their home, how you search the market for the right home, how your staff works, etc.

Be DETAILED on EVERYTHING YOU DO to service them.  The more you explain, the better your client will feel about working with you.

"EDUCATING SYSTEM #3:"

This is the MOST IMPORTANT SYSTEM for your production.  Additionally, this process will lay the groundwork for your future success:

Educate your clients on HOW you do business and that you generate the majority of your business by REFERRAL, WORD OF MOUTH, and REPEAT BUSINESS.

You want to subtly program them to support your business and REPAY your excellent services by actively referring their friends, family and acquaintances to YOU.

You want to establish a multi-hundred sales force of past clients actively sending you referrals, word of mouth and repeat business.  But no one will do anything without YOU letting them know that's how you work.

Let's face the facts:  the responsibility is yours.  The great thing is, it's very, very easy to do all this.

Want some ideas?  Try these out:

** During the transaction, communicate how you generate clients by telling stories about other clients you received by referral.  This will subtly reveal HOW you operate.

** PROGRAM how you generate your business by referral in ALL of your communication methods:  voice mail, letterhead, business card, ads, sales letters, post cards, etc.  I even know of an agent who changed the name of his brokerage to "Referral Realty."

** You can end all of your letters and e-mails with a "P.S." that says, "Oh, by the way, if a friend or family member you know could use a caring and competent agent, I would enjoy meeting them.  Thanks for thinking of me for your referrals."  (You can also put it on the back of your business card)

** Follow-up all closings with a thank you letter, request for testimonial, and referral programming.

** Create referral incentives.  No, you don't need to violate regulations with fancy gifts.  You can make people feel very "special" by creating a special "inner circle" club.  Best of all, you can outline benefits for members that support your business:  Free home market evaluations (new business for you!), Free supplier rolodex, invite to an annual comedy club party, etc.

FINALLY, there's no better way to deepen your relationship, program for referrals, and generate unlimited word of mouth and repeat business than with:

Continuous monthly contact with your center of influence with your personal newsletter.

Each issue should be jam packed with WELCOMED stories, jokes, teasers, trivia, and more to GET READ and GET ACTED UPON (That's right, it's NOT all about real estate, for a very important reason.  Don't be fooled by newsletters that are all about real estate.  You'll be wasting your money using them.).

Each issue can be programmed with numerous "Psychological Triggers" to make your clients and farm area BOND with you.

Each issue should be enhanced with different Direct Response Offers, so when people think of "real estate" they naturally think of YOU.

You get there FIRST and FINAL, BEFORE other agents even know they exist.  This will ensure your long term success in this great business.

Just thought you should know.

Have a profitable weekend,

Steven