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It’s no secret that video is a great way to get business.  People will not hire you unless they know, like, and trust you.  Video is a really easy way to accomplish this.

But there are secrets to making this work well.  Sadly a LOT of agents are doing it wrong, so let’s fix that!

Speak to the Client You Want

YouTube is the perfect platform for attracting your ideal client.  Think of it as your very own TV show.  Do you need to work with every single buyer and seller in your market?

No, of course not.  So why not make videos that speak to exactly the person you want to attract?

Let’s say you want to get listings and you enjoy working with empty nesters.  What would a couple that’s downsizing be interested in learning about?  Maybe whether or not a single story house is more energy efficient than a two story.  Or 5 great neighborhoods where the HOA mows the lawn for you.  Think of topics that would appeal specifically to that person.

Be Specific

If you like working with first time military buyers you can make videos talking about using your VA entitlement to buy a house, subdivisions within a half hour commute to the local army post or air force base, how to buy a house and have the monthly payment covered by your BAH.
You attract your ideal client by the content you put out. Simple!

By being yourself on camera you attract people with similar personalities.  I talk with my hands, I laugh a lot, I crack jokes, and I am kind of a goofball.  I’m competent and I talk with confidence on camera, but I don’t take myself too seriously.  My clients all tell me that they love that about me.

People who are very serious or introverted or negative will not call me because they won’t like my personality.  AND THAT’S GREAT!  Because we probably wouldn’t really enjoy working together.  If they don’t call me, it doesn’t hurt my feelings.  I don’t need everyone in the world to like me – just my ideal clients.

Now, how do we get them to know, like, and trust us?  We offer value and expect nothing in return.  This is the concept behind content marketing.  You give, give, give and ask for nothing back.  But because of the law of reciprocity you DO get something back – a lot!  Don’t analyze this to death.  Just trust me when I tell you this works.

Be Yourself

So make videos, smile, show your personality.  If you’re funny in real life be funny on camera!  If you’re serious, you can be serious but don’t be boring or a downer. Be happy and friendly but you don’t have to be a comedian.  At the end of the video you can offer them a free download on your web site that goes along with the video, or ask them to join a private FB group that’s all about offering them more value.  Do not ask for their business, just offer them something to help them.

Now if they have to enter their name and email address in order to get that freebie, that’s fine!  Because when you call them to follow up I guarantee they’ll usually say, “Oh my gosh, I can’t believe I’m talking to you!  I feel like I know you already.”  I get that a lot and I love those calls!  It’s super easy to convert those people into clients because they already know, like, and trust you.

So don’t be afraid to be yourself on camera.  When you attract clients with similar personalities, not only is it great to get the business but you enjoy working with those people too and will probably make some great friends in the process.

Ready to step up your YouTube game?  Download my free YouTube Success Checklist…Just go to www.YoutubeforAgents.com.

Also- want a list of questions to ask yourself to discover WHO your ideal client is? Check out this previous article from Agent Inner Circle- https://agentinnercircle.com/how-to-attract-the-perfect-real-estate-client/

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The 500 Client Strategy

I once had an agent ask me if I knew just one marketing strategy that was so powerful you could get 500 clients from it. My answer was, “I don’t know one strategy that will get you 500 clients, but I know 500 strategies to get one client.” There really isn’t “one” way to succeed in real estate – not for everyone in every area.

There’s no one miracle strategy that’ll do it all. But from nearly every top agent I’ve ever met, I’ve found that ultimately they generate most of their clients through some type of credible relationship – whether the client already knew them (or knew of them) or was referred to them from a trusted friend or source. Established agents generate as much as 90% of their business this way. But what about the rest of agents who don’t have massive lists of past clients and huge market awareness?

The Hungry Agent

Is there help for the new or hungry agent wanting to get to the next level? Yes, there is. The process of building a real estate business is no different than any other business. It’s ultimately about building market share. There are 2 ways to establish market share: 1) work your way into the market, or 2) buy your way into the market. If you have no money, you’re forced into manual labor to get clients. There are really 4 basic areas to think about when building your business. They include:

  1. A unique and beneficial product or service for which there is a definable, proven market…
  2. A sales generation system to market and sell that product and retain your clients for as long as humanly possible to generate a) more sales, and b) referrals, word of mouth and repeat business…
  3. A unique product or service delivery system (remember I said “unique”)…
  4. Measurement systems (to know how you’re doing).

For most agents, the biggest stumbling block is generating enough client flow to make real estate a lasting business – it’s all about marketing and sales generation. So here are 6 important tips to consider in creating a stellar marketing and sales generation system…

#1. Nothing Worthwhile Was Ever Achieved without a PLAN.

If you don’t know where you’re going, any road will get you there. Smart agents think through their marketing strategies, examine where their current business comes from, and plan the future strategically. You can do the same thing too. Just number out 3 or 4 major marketing efforts, set a goal for them, and focus like a laser beam. Here’s an example of a super-simple 30-transaction annual plan:

  1. Goal: 12 transactions. Build my “house list” to 500 names in the first year and create monthly contact.
  2. Goal: 6 Listings. Select the highest probable farm areas (# of listings, short market times, high turnover, fewer agents, etc.) where I’ll send Service For Life!® and walk the area weekly to become a neighborhood specialist.
  3. Goal: 6 Listings. Generate 1 buyer from every listing I take by employing buyer magnet strategies with my listings (800 sign tags, info tube flyers, classifieds, etc.).
  4. Goal: 6 Buyers. Create a classified ad buyer generation system (see your Classified Ad Secrets bonus you received when you joined Agent Inner Circle).
#2. Prioritize Your Marketing Time, Money and Effort According To the QUALITY of the Prospect or Market.

“Quality” is defined as how well the prospect already knows you and is most predisposed to use or refer you over any other agent. You’ve only got a limited amount of time and money to spend, so you need to spend it on the highest potential prospects. Don’t go chasing cold prospects at the expense of higher potential prospects. Without a doubt, your highest priority market is going to be past clients or friends who have already sent you a referral.

The second highest priority will be the rest of your “house list” (friends, family, etc.) who already know you and have the ability to do business with you or send you referrals.

The third highest priority would be inbound transactional leads. These are people who have called you from signs, info tube flyers, ads, and other “pull” marketing – most agents fail to follow-up properly and convert these people to clients.

Your fourth highest priority would be leads or clients generated from cold outbound sources: phone calls, farming, expireds, FSBOs, etc.

And the lowest priority would be the general population who neither know you, nor care to know you – yet remember (before the “no call” lists) how many “gurus” told agents to open the phone book and start calling? There’s a reason why they outlawed that method!

#3. When Starting Out (or starting over), Spend 80% of Your Time on Prospecting and Client Acquisition Strategies.

Whether it’s cold prospecting or establishing marketing systems, ads, sales letters, press releases, walking neighborhoods, etc., focus your resources on getting business. Don’t allow distractions (self imposed or otherwise) to interfere with this task. Too many agents are busy doing the wrong things. They spend their time previewing, running documents or anything except nose-to-the-grindstone prospecting. If it ain’t going to bring in more business, it can wait. At the same time, don’t neglect establishing marketing “pull” systems so you can quickly stop manual outbound prospecting. You only make money when you work with clients and close deals, so anything you can do to automate your ability to generate leads and clients is going to naturally increase your income.

#4. Create a “House List” and Market To Them as Your Primary Marketing.

You already know that 75% of all real estate transactions occur from a relationship – they know the agent or are referred. Here’s something you don’t know: If you built a “house list” (database of personal contacts) with 300 people (homeowners) on it, and the average home ownership period is, for example 7 years, then 42 of those people will buy or sell every year – not including the referrals they could send you. 600 people and it’s 84 transactions every year, etc.

You won’t get all 42 deals, but who do you think would be the odds-on favorite: the stranger who cold-calls them over dinner or sends a recipe card, or the person who’s been in their life each month, brought welcomed and valuable assistance, demonstrated their professionalism and follow-up each month, and also confirmed they’re committed to the relationship for the long haul? That’s what I call “market share”. Get your house list going, and start bringing them welcomed, value-oriented contact. If you need ideas, browse our archives here on this blog – or start asking questions of your fellow agents over at our Facebook page and group.

#5: Use Direct Response in ALL Your Marketing.

There are many elements to direct response, but remember this:

No one will reply to any of your marketing without a specific, self-serving REASON to respond.

95% of the agent community is hopelessly ignorant of this fact and they keep using “image” advertising with the same lousy results. I’m talking about making an OFFER to prompt response from prospects: a special report, an area analysis, your “Maximum Home Value Audit,” a “Free Home Package” of a listed home, etc. All of your marketing should include an irresistible offer and call to action to prompt response. Check out Service For Life! for a direct-response system that already has offers like these plugged in to your monthly personalized contact – it’s ready to go with little to no editing!

#6. Market Off Your Listings to Generate Buyers and Other Listings.

I’ve had dozens of agents who used this system and consistently add $100,000 to $250,000 per year in extra business. So listen up. Do you know the purpose of taking a listing? Did you say, “Sell the home?”

If so, you’re like most “average” agents, and only partially correct. The purpose of taking a listing is to attract buyers and other listings to your services. Think about this: buyers drive by the neighborhood, view your classifieds, open your info tubes, read your listing display ads, read your signs, and yet most agents give them no meaningful reason to contact them – to respond and get a hot lead.

Imagine how your business would grow if you implemented buyer and listing attraction systems with every listing you take? That’s what I mean by “leveraging” your efforts for more business.

In closing, you need to think of your marketing as building “systems.” Systems act like spokes on a wheel, with each spoke being one system. The more spokes you have working for you, the stronger, more powerful the wheel. Most agents have only 1 or 2 systems working for them, so if they lose a system, the whole wheel collapses. Plan your business around these 6 simple strategies, and you’ll see an immediate and lasting improvement in your production and your life.

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Over the past decade, I’ve built brands for various successful companies and products both in the tech and real estate world. After doing it over and over, I started to develop some strategies and systemize the basics of what’s required to create a great brand.

Those basics can even save you time and money when building the assets that go with it, including your website, business cards, social media accounts, and follow-up campaigns.

What Stage Are YOU In?

Does creating a brand sound exciting? Or do you already have an established brand? Most Realtors are in one of these 2 scenarios- but wherever you are, I think the basic components to creating a brand often get missed. These core components can make the difference between your marketing being mediocre vs. outstanding.

Before we go any further, let me note – just because you have a great logo or brand, doesn’t mean you should use it everywhere. At Agent Inner Circle, we tend to focus on a lot of Direct Response Marketing tactics, which if done correctly, often times won’t include a logo at all… on purpose! Don’t worry – we’ll cover where and when to use your great logo below.

So what are my 4 core components of a great brand?
  1. Logo
  2. Color Palette
  3. Font
  4. When to use and NOT USE the brand

 

 
Branding - Back To Basics! - YouTube
 
Logo

This might seem pretty straight-forward. Right? Hire a graphic designer from one of the many online services to make a logo for you. However, it’s not that simple.


A lot of the online logo design services are focused on just that, the logo. The problem though, is that these graphic designers aren’t worried about all the different places your logo has to go, or aren’t concerned with using current design styles. So you end up with something that might look great on your website, but is tough to read on your business card… or worse yet, a really great logo for 1998. Well, here are some things to look for when designing your logo:

  1. Your logo should be as close to square (or round) as it can be and if this isn’t possible, you’ll need an “icon” version of your logo that is. While a lot of your marketing can use a wider version of your logo, a number of spots, like Facebook (for some of the most powerful ad dollars out there: click here to read our FB ad article) , are specifically looking for square or “icon” version logos. Don’t worry – you can always have a variation of your name or your company name next to your logo. Especially if it’s using your font set and colors I discuss below.
  2. Your name or company name should be easy to read. I see this one all the time, especially in the real estate world. It’s easy to get carried away picking fonts and end up with an overly cursive font or something that’s difficult to read. Logos are all about quick recognition, so keep the font something that’s easy to read. Most of the time, a sans-serif font is best (no curlicues).
  3. Do what you can to follow current design trends. Just like fashion and home decor, logo designs change over time and you want your brand to feel like it’s current. This is probably the hardest part, but I’ll point you in the right direction. One of the biggest trends we’ve seen in recent years, which all of the major brands have adopted (Apple, Google, Microsoft etc.) is called “flat design.” What’s popular in design changes slightly every year though, so it never hurts to do a quick Google search for “current design trends.”
Color Palette

Your color palette is just as important as your logo. And when I say color palette, I don’t just mean the 1 or 2 colors that are in your logo. A color palette should include the whole spectrum of colors (Red, Orange, Yellow, Green, Blue) that work together to represent your brand. Though they should know better, very few designers include a full color palette or the fonts that go with your brand, so you’re left to come up with a palette of your own. Luckily, I have a super easy (and free) tool you can use to pick your palette, or come up with the matching colors to your existing brand.


You can use https://coolors.co/ to rotate through palettes with color schemes mathematically designed to work. OR, you can enter your brand’s color and lock it in place to rotate through colors and palettes that work with your base color. Then, if you like one of those colors, you can lock it in place as well to start generating palettes using 2 base colors, then 3 etc.


Another great tool if you’re looking for something more advanced is Adobe Color CC. This tool allows you to get really granular when creating your palette, especially if you know a thing or two about creating themes already.

Fonts

One of the integral parts of any brand is the set of brand fonts. What most folks don’t realize is that fonts are in many ways the key to your brand components having a professional look (website, business cards, etc). So first, make sure you keep using the font from your logo in other places in your marketing. Whether it’s in the header text, or in more general sections, you want to continue the theme throughout your branding that the font in your logo begins to create.


Usually, you’ll need to find at least one complimentary font that goes with your theme. My favorite tool for this is Google Fonts. You can use this tool to either find your first font, or enter your existing font to see “Popular Pairings” to give you some ideas. Once you have your fonts picked, try to use them consistently in your digital marketing. This really can take your website from good to great!

When to Use and NOT USE Your Branding

So here’s the curveball. I’m sure you’re excited about creating your new logo and brand kit… and I’m sure you want to go use it everywhere. However, that might not be your best option.


A lot of the marketing we do, like Service For Life! is considered “Direct Response Marketing” and gets the amazing response rates it does for a number of reasons. One of the biggest reasons is that, simply put, it doesn’t look like marketing. A lot of the time, especially with pieces of mail or newsletters, people will quickly scan and discard the pieces that trigger a “I’m being sold to” response. Which means, adding that logo and branding could actually backfire if not used correctly. In other cases, like on your website or Facebook marketing, having a great logo and branding is expected. So, be mindful with where and how you use the great brand you just created.

How to Decide

To help you decide when to use what, think about the goal you have when putting out an ad, or a piece of marketing. Direct-response is appropriate when you’re looking for a personal touch, or a short term goal (like- motivate someone to call you). Branding works best where consumers are expecting your brand to appear before they even see it – places like your website, Facebook page, or business cards.

At the end of the day, once you’ve implemented everything above, just be consistent!

What stage of branding are you in- or what questions do you have for me? Feel free to leave a comment below.

 

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Being Comfortable on Camera- 5 Easy Steps

(a special thank you to our friend and contributor, Karin Carr!)

We all know that video marketing yields some great results. But I know at least half of you reading this also hate being on camera. You think you need to lose a few pounds, or your hair is too gray, or you have an annoying voice.

But let me ask you this.

If you got a call from a buyer today that told you he was already pre-approved, was coming to town this Thursday, and needed to be under contract by the time he flew back home on Monday, would you tell him you couldn’t work with him because you need to lose 10 pounds?

No, of course not. So why on earth do we let our insecurities keep us from making a fabulous living?

 
How to Conquer Your Fear of Video in 4 Easy Steps - YouTube
 

Not to generalize, but it seems like women feel this way a lot more often than men. When I talk to men about doing video they are more worried about the return on investment, whether it is worth their time to make video after video in order to start getting clients from it. It seems that women often are more worried about rejection, about not being liked or not looking good on camera, or with people making nasty comments after watching the video. Trolls are a very real thing and it’s something every single content creator on the planet has to deal with.

So how do we overcome our fear in order to push through that barrier and start having the business we’ve always dreamed of? Here are a few tips that I hope will help.

Number one. Start making videos.

No truly, the more you see yourself on camera, the more you hear yourself on camera, the less it will bother you. When you’re sitting there watching the video back so that you can do some editing you’re going to see and hear yourself over and over and over. After a while you just become desensitized to it. But the only way to get over it is to start making videos, even if you don’t actually publish them anywhere.

Number two. Accept that the way you look on camera and the way you sound in a recording are the way you look and sound in real life.

If you are really self-conscious about needing to lose some weight film yourself from the chest up. Problem solved! But seriously, you can always make a plan to start losing weight. But just like you would not refuse to work with a client until you hit that goal weight, you’re not going to refuse to make videos either.

Number three. Be sure to look at the camera lens, not at your image on the screen, especially when you are recording with your phone.

When the viewer watches your video but you’re not making eye contact it is very uncomfortable for them. Look at the camera lens and pretend like you were talking to one person, not like you are addressing a crowd. Don’t say things like “hey guys, hi everyone,” because now you put yourself in the mindset of addressing thousands of people.  

But if you tape a picture of your best friend on the wall and act like you are talking to her over a cup of coffee it is much less intimidating. Speaking to one person at a time makes it a lot less scary.

Number four. Have a plan.

Don’t just wing it without knowing what you’re going to talk about. Make an outline, just a little list of bullet points is enough. Decide what you are going to talk about, what the purpose of this talk is, what pieces of information you need to share, and then how you’re going to wrap it all up at the end. Have some sort of action that the viewer can take next.

Do you want them to go to your website? Do you want them to join your free Facebook group, or watch another video?  Ask them to do something and chances are they will do it!

Number five. If you’re making a video which will later be edited here’s a great tip.

Inhale, smile, and hold it for a second before you begin speaking. When you finish your train of thought, pause a few seconds before moving on.

This one thing has made my videos SO MUCH BETTER!  Why, you ask?  First, because you only need to memorize a couple of sentences at a time. Say a couple of lines, then pause, and look at your outline. Decide what you’re going to talk about next and memorize just those few sentences. It’s much easier to be comfortable on camera when you only have to memorize a paragraph at a time, not the entire thing!

Second, this allows you to edit out all of the dead air, all of the times where you took a long pause and said “hmmm,” or “uhhhhh,” while you were thinking what to say next. Viewers don’t like that because they get bored easily and have short attention spans. If the pace of the video is not moving along they will leave and go watch something else. This gives you a better final product for them to watch and it also makes it easier for you, editing time.

I hope these tips were helpful for you. We all know we need to be doing more video but it can be very scary. Part of it is mindset and part of it is practice. Practice making videos and before too long you’ll be an old pro- truly comfortable on camera!

We would love to hear from you about how video is impacting your practice, or if you have any questions about making video. Let us know in the comments below!

Want more great content about making video? Check out these articles:

Today I Critique An Agent’s Video So You Can Get Better With Your Videos!

Video Editing Basics On Your Smartphone

Facebook Video HACKS; Tips and Tricks for Realtors

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If you’re wondering how you can stay on track with your marketing for next year, here’s a very simple way to create a marketing plan of action.

It’s a 12-month planning calendar (on 1 piece of paper) that organizes your marketing activity by month and category. You can create a more detailed marketing plan if you like, but this will help you get started.  Plus, it’s a great “quick reference” for what steps you can take to grow your production. Take 30 minutes today to:

  1. Reflect on this past year — identify where your business came from in the last 12 months
  2. Download this 1-page template — fill in your best opportunities to get clients in the coming year
  3. Put your marketing plan in a place you’ll see each day as a reminder to follow-through

You can click the example image below to download a blank template:

(This idea was Submitted by Young Phan, REALTOR®)

 

How To Make 2019 Your Best Year Ever - YouTube

We’re here to help! We have a FREE download of a plan to help you figure out your “Critical Rate of Sale.”  What do you want this year to bring you? Knowing this number will help you chart a path for 2019. This resource will help you create a “personal” plan-of-action for the year that’s specific to you.  This way, you’ll know exactly how many transactions you need to make each month, to reach your income goals.

Let’s get started- you can download the worksheet below.

Download the worksheet here- we’re using the second page in this article: 3SU Success Targeting System-BONUS-AIC.

Please leave you suggestions and comments below.

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The Importance of Client Appreciation

Have you ever made a purchase from a company and then received a note thanking you for your business? If so, I’ll bet it caught you by surprise and impressed you, especially if it was truly sincere and not tied to a gimmick or upsell. Just like you, your customers and past clients enjoy the gift of appreciation.

Now’s the time of year to delight your customers, clients and referral sources with an invitation to a client appreciation event. Such events make prospecting fun and profitable. Savvy agents know they can create a connection through an enjoyable event. Then you can reap the rewards of referrals and customer loyalty by scheduling face-to-face connections.

To boost the value and uniqueness of such an event, consider these ideas: (after the video)
 
9 Tips For An Awesome Client Appreciation Party - YouTube
 
  1. Build your guest list to include your Top 50 past and current clients, referral sources and strategic partners.
  2. Plan the event to occur before the holidays to get a better turnout by avoiding the competition for dates during the busy holiday season. Other great seasonal party ideas include a picnic/BBQ, a wine tasting or an old-fashioned ice cream social.
  3. Co-sponsor the event with your lender partner for the purpose of introductions and to offer options for a “no-obligation annual mortgage fitness review” to interested prospects.
  4. Support a local charity. Consider asking for food pantry contributions or items to support veterans, seniors or local animal shelters.
  5. Sponsor fun activities like a photo booth or local live bands. If it’s a kid-friendly event, make it fun with balloons, games and prizes.
  6. Set up a drawing (get names, emails and mobile numbers) for a fun grand prize drawing. If legal in your area, offer raffle tickets with the benefits going to a local charity, and have a representative for that charity at the event.
  7. Seize the opportunity to take pictures to post on your Facebook business page or Instagram account, or in your annual calendar/newsletter.
  8. Follow up after the event with handwritten thank you or “sorry we missed you” notes. Use the opportunity to anchor the client appreciation event with a save-the-date for your next event and include a link to the pictures and videos of the most recent event.
  9. Take videos to post on both your YouTube account and Facebook page. Be sure to include the date and location of the event.
We All Love to be Appreciated

Everyone loves to be appreciated! Having fun while you prospect and reconnect at an event makes for great repeat business and endless referrals. The currency of the future is your database. And activities like this will help make sure your database is accurate and up-to-date. Few things are more powerful than staying in touch and recognizing and thanking those you’ve had the privilege of serving.

What do YOU do to make your client appreciation events special? We’d love to hear about them- just leave a comment below.

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When does that racehorse really pour on the power? You guessed it…in that final stretch of the race, with the finish line in sight.

It’s hard to believe we’re in 4th quarter already and soon will be gearing up for the holidays ahead! Our focus needs to be about ramping up our numbers as we reach the finish line. It’s time to maximize these final weeks to meet or exceed those goals we set many months ago.

Will you meet your goals, or fall short?

 
How To Turn Your Last Quarter Into A Dollar - Slow Season Sales - YouTube
 

Many agents use the slowdown of the market as we near the holidays as an excuse to slack off. We all love the holidays, and while life is about enjoying these special times, for the savvy agent, ramping up when everyone else is gearing down offers the best competitive advantage (and biggest profit).

While everyone else is sipping cider and decorating for the holidays, here are a FOUR proven ways to take advantage of the lull and score big.

 

4 Ways to Amp it Up During the Lull

 

Set up a face-to-face touch with everyone you did business with this year. 

 

This is a logical time to contact past clients, your sphere of influence, current prospects and strategic partners to say a special “thank you.” Consider hosting a fun event or a pie promotion to past clients, customers, referral resources and current prospects.

 

Contact prospects who aren’t ready to buy or sell. Let them know you are there to assist them whenever the time is right for them, and then ask what date they want you to contact them after the holidays. 

 

Pop by with a small holiday promotional gift or card that tells them a donation has been made by you in their name. These are solid ways to keep the connection going.

 

Support a give-back campaign within the community. 

 

Check with your local Chamber of Commerce for details on drives to benefit the local food pantry, animal shelter, homeless shelter or senior center and discover different ways to support them through your sphere of influence. Be present at each of the various venues for the distribution or pick-up of the drive. Make sure to take plenty of photos and videos to post on your Facebook business page. Sharing the combined efforts of you and the participating vendors creates high visibility and endless goodwill.

 

Inspect what you expect from your various service providers. 

 

Do a deep dive into inspecting what lead generation and CRM (client relationship management) platforms have proven to be profitable. When you study the actual return on the investment, you’re better equipped to make the decision to renew those particular services or start looking for a better solution. For example, if you’re using a lead-generation service, now is a great time to determine what percentage of those leads have resulted in sales. Service providers count on the fact that a monthly billing will continue to ping your credit card and go unnoticed. Knowing what your real costs are can make the difference between buying leads and actually converting them into real profit.

As the year draws to an end, keep your eye on the goal and we’ll see you in the profit zone!

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When I first started selling real estate back in the eighties things were so much different then they are today.

RELAX … this is not going to be some nostalgia piece rhyming off all the miseries of the bygone days, how we boiled leaves for ink, wrote offers on birchbark and lugged MLS catalogues the size of encyclopedias on our backs.

Well that part Is true – those friggin’ catalogues were heavy and always out of date – but that’s another story!

 
How To Avoid The One Costly Promise Your Clients Will Never Forget - YouTube
 
My First Listing Presentation

I remember my first listing presentation and how my broker/manager went with me to show me how it was done.

It was quite fascinating and so manipulative in many respects, but a learning experience to say the least.

He went through the usual pleasantries, paid them a compliment, asked for a glass of water and then directed everyone to the kitchen table.

After about an hour of turning pages in the MLS catalogue to show comparables, talking market conditions and telling them how great our company was he got to the part they were all waiting for … the listing price.

Now remember this entire presentation was done with No visuals, no coloured pages, no PowerPoint slides – nothing but the MLS catalogue and a blank sheet of paper – BECAUSE – this was before the days of laptops, PowerPoint and all the tech we take for granted today!

The climax was when he reached into his coat pocket and pulled out a beautiful Mont Blanc pen, so ornate and classy with its gold accents – man this pen just commanded respect.

Then with the showmanship of a magician he made one of his business cards appear.

Ever so gracefully, he uncapped the pen and wrote a number on the back of the card, tuned it over and then slid it across the table to the sellers – all in complete silence, not a peep.

In the words of Don Mclean … “as soft as farewells whispered over the coffin.”

OMG the pressure was intense. Boys and girls, this is how it was done back in the day.

It wasn’t until the advent of Mike Ferry, Walter Sanford, David Knox and a host of other legendary coach/trainer/speakers that the “Professional” listing presentation came to be.

Don’t get me wrong, a professionally-structured presentation that you can customize/personalize is a wonderful thing (read about the most important elements of one by clicking here), but here is when you get into trouble.

Some of these template presentations had you offer your seller a “guarantee” … Here Are the 21 Things We Do When We List Your Home.

Wow the sellers loved this because for the first time they had something in writing that spelled out what to expect for the commission they were going to pay.

But … if your competition is offering “21-Things” what do you do?

Offer 50 things of course … and when they find out you are offering 50 things, what do they do … offer 100 things … and on and on it went.

I’m serious, at one point there was actually a 121 Point Check List that was being offered as a template and rambled off anything and everything you could possible conceive of that was involved with the sale of a home.

And this brings us to the topic at hand … WHAT Is The Costly Promise Your Clients Will Never Forget?

Well let me ask you, of the 121 possible things that you promise to do, which one do You think they will remember the most?

Was it to call them weekly, create colourful feature sheets, do a video tour, fix the sign if it falls over etc, etc … which one?

I’ll give you a hint … it’s Nothing you did.

Of all the promises you make … it’s the One thing that you Didn’t do that they will remember and never let you forget!

That simple act of negating the one thing now labels all the things you did do void – it speaks to your credibility and trustworthiness.

If you want to avoid that from happening repeat after me …. UNDER-PROMISE and OVER-DELIVER … I’ll repeat that one more time … UNDER-PROMISE and OVER-DELIVER.

“Hey Mr. and Mrs. Seller – remember when I said I was going to do those 4 things? Well, I just wanted to let you know that they are all completed, oh and by the way I also managed to do ‘X’ “

When you Under-Promise and Over-Deliver you are showing your clients that you are a person of your word, you get things done and you are also making deposits in your credibility account.

Yes, your actions speak of credibility and make you more referable – it makes it easier for your clients to refer you to friends, family, co-workers because they trust you to deliver on your promises.

If you want to avoid the costly promise your clients will never forget … simply Under Promise and Over Deliver.

 

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