Category: 2015 REM Show

Episode 016: 5 Tips to Your Best Real Estate Year Ever

 

On this episode of the Real Estate Marketing Show we reveal the top five things every agent needs to be doing in order to have the 2016 of their dreams. From training and practice, to marketing, to prospecting.

These are the top 5 things every agent needs to do to have their best real estate year ever.

  1. Training
  2. Practice
  3. Marketing
  4. Prospecting
  5. Previewing Homes

You get all this, plus Mike’s top motivational tips to take you into 2016, on this episode of the Real Estate Marketing Show.

1. Training to Have Your Best Real Estate Year Ever

Work with a trainer.

And there are tons of them.  Here are just a few.

Don’t have the coin for that?

Try these free options

2. Practice to Have Your Best Real Estate Year Ever

  • Practice effective time management. Try Steve Chandler’s Time Warrior.
  • Practice being positive. Go to Amazon.com and type in affirmations, self help, self improvement, or sales skills. Make a practice of reading for 30-minutes every morning.
  • Create a morning practice for yourself. We both like The Miracle Morning by Hal Elrod.
  • You can join a network group. Either real estate or non-real estate related
  • Find a mentor. Even if it’s just someone who is really good at life.
  • Join a masterminds. What are other agents, in other markets, doing that you can steal and incorporate
  • Attend a real estate retreat like the Mike Ferry retreat. Or a non-real estate retreat like those given by Tony Robbins.
  • Practice good health. Holistic and natural health are important. If your health isn’t top notch, you won’t be top notch.

3. Marketing to Have Your Best Real Estate Year Ever

  • “We are marketing specialist with a real estate license.” – Shane Pendley
  • Take this time to re-look at your internet presence.  Are your blogs, landing pages, and websites all aligned and congruent?  Do they look the same, feel the same, and reflect the same attitude?
  • Review your marketing and giveaways for consistency of look and message
  • Be a subject matter expert.
  • Review your email campaigns

4. Prospecting to Have Your Best Real Estate Year Ever

You need to be prospecting. But you should choose something you’re good at and that you like.

Don’t like door knocking or cold calling? Then don’t do them.

Do what you like. Maybe that’s social media or sitting on a board of directors for a local non-profit.  The point is, you need to be “doing” something to prospect for new leads.

Farming

Whether you want to tackle your sphere of influence, expired listings, for sale by owners, or any other niche markets,
we recommend that you pick three.

Why three?  What happens if you perfected REO and then REO dried up?  You’d be out of luck.

So pick three.  Master them one at a time.  But spread that base.

5. Previewing Homes to Have Your Best Real Estate Year Ever

It may sound weird, but know your inventory, your market, your neighborhoods or tracts, or your new construction floor plans can make all the difference.

Here’s a video that Mike and his team shot on new construction.  Maybe it gives you some ideas.  Maybe you can record a video of your own on the subject.

 

Episode 015: Open Houses – Part 2

 

When you do the things we are told you in Part 1, couples are going to flood through the door. Now what?

When People Attend Your Open Houses

Don’t bum rush them please. If you’re not comfortable and confident doing speaking to the public, go back and listen to our episodes on personality styles and neuro-linguistic programming.

Be strategic about where you place stuff. Have your brochures by the door. Food closest to the hallway leading to the bedrooms.

Never talk about the home. Let the prospect get comfortable in the home first. There will be plenty of time to talk business later. In this episode Mike shares many scripts and dialogues and tells you exactly what to say, and not say, to prospects.

Follow Up On Your Open Houses

As soon as the prospect leaves, you go to your database and enter in every single thing they said. Be as specific as possible. Write down family details, personal details, when they need to move. You’re trying to capture their language and tone so that you can mirror and match that in your communications.

Be relentless. It takes seven contacts before someone recognizes your name. But it takes twenty contacts before they’re comfortable making a buying or selling decision with you.

Pro Tips for Open Houses

  • Don’t do open houses alone. Invite your lender, title rep, termite person, or home warranty person. Let them be your greeter, keep an eye on kids, or run the BBQ. This gives you time to mix and mingle.
  • Bring a “hot spot” for internet access. That way you have a faultless connection for looking up information for clients. Don’t rely on your phone. Have a back up plan.
  • When you don’t have any inventory, or you’re new to real estate, hold an open house for another agent.

Also Mentioned In This Episode:

 

Episode 014: Open Houses – Part 1

 

In this episode of the Real Estate Marketing Show we talk about open houses. And not just any open house, but “mega open houses.”

The average open house attracts 15 to 20 couples. A good open house attracts 30 to 50 couples. But a mega open house attracts 50 – 100 couples.

The first rule of holding an open house is to know why we are holding an open house. Here’s your why. You hold open houses to find more sellers.

Yes, we wouldn’t mind selling the home we are holding open. But the open house is the bait to attract other sellers. And if you’re willing to do an open house, there is profit in there for you.

So, how do we tailor our open house marketing and preparation towards finding more sellers?

Active vs Passive Marketing

Open houses can act as both active and passive marketing. It’s passive in that you do, to some extent, get to sit there while people come to you. But your preparation before hand needs to be active.

So let’s talk about the active marketing aspect. Let’s assume you’re doing a Sunday open house. And you want a mega open house.

Your open house for Sunday starts the Monday before. 90% of your open house’s success is what you do during the week leading up to the open house.

Prep the Neighbors

You want to create neighborhood buzz. Get the neighborhood excited that you’re going to have an event there.

Go knock doors, give out flyers, or mail postcards. You never know, maybe that neighbor knows someone who wants to move into the neighborhood.

Open houses postcard used by Mike Bjorkman

Enlist Your Sellers

Get your sellers to tell everyone they know. Have them email the virtual tour link to everyone in their database. Make sure they tell their coworkers. Enlist them as your marketing partner.

Time

An average agent holds an open house from 1 to 4. But you need to be willing to do what the average agent can’t or won’t. Why not make a full workday of your open house?

Hold your open house from 9 to 6. Weather and time of year depending of course.

Invite the neighbors to a “brunch preview” from 9 to noon. Have a special drawing just for neighbors.

Events to Feature Open Houses

Don’t just sit at the dining room table during your open house. You’re throwing your own party. And the guests invite themselves.  If you want to take your open house to the next level, try these tips:

  • Partner with a local lender and throw a BBQ
  • A petting zoo is great for attracting kids, which in turn attracts their parents
  • Hold a drawing for gift card
  • Have a coloring contest for kids
  • Create a charity giveaway

Use Technology

Bring a printer so that you can do market evaluations on the spot. No going back to your office. No potential seller waiting for your email. Bang, it’s on the spot. Put it in your folder, which also happens to be your pre-listing package with all your testimonials, recent sales, and your market plan.

Don’t forget your iPad. Put it on a stand and have visitors sign themselves in. People love to fiddle with new technology. And they are way more willing to give you more information and answer questions. Especially if that information is how they enter into your drawing.

Take a third screen and always have your introductory video playing on a loop. Keep this screen somewhere else in the property where you can have the volume up, but it will not interrupt your conversations.

Get In My Belly

If you’re throwing a BBQ, then you may have the food think covered. But if you’re not, then try and make your food a little unusual, but popular. Mike calls it “guilt food.”

Think about foods that have a higher than normal perceived value. When Mike was starting out he offered Snapple; a then just emerging beverage.

The perceived value for this new product was high. So when the customer took the Snapple, they felt like they owed Mike some of their time in return.

Also, when you eat with someone you are bonding. A good salesman never eats alone.

Where to Advertise Your Open Houses

Our internal research shows that 50% of your market comes from signs. And 50% comes from the internet. Do whatever you can to boost those numbers. You can try:

  • Internet syndication
  • MLS
  • Facebook ads (get super geographical with the power editor)
  • Local paper
  • Put out 100 signs to do a mega open house. Anything within ½-mile of your property is fair game. Cover all the possible entrances to your community.
  • Try balloons or customized tall flags. Anything to bring attention.

Also Mentioned In This Episode:

 

Episode 013: Neuro Linguistic Programming (NLP) for Real Estate

 

Neuro Linguistic Programming (NLP) is a powerful real estate sales tool. In this episode we discover exact techniques, scripts, and dialogues you can use to close more real estate sales. All this and more on this episode the Real Estate Marketing Show.

NLP is about taking the pressure out of sales and helping people make a good decision. It uses both verbal and non-verbal cues.

In order to master NLP, you need to understand personality styles. If you haven’t heard our podcast on personality styles, you might want to stop now, and go give episode 12 a listen.

First things first. Make sure your seller or buyer is pre-qualified. Not in a financial sense. But in a life ready sense. Do they understand what is about to happen in this real estate transaction. Are they ready to be buyers or sellers?

All of the NLP techniques rely on scripts and dialogues. So make sure you practice your scripts and dialogues.

Mirroring & Matching

Voice, speed, tonality, body language. Look like they look to us.

Body language can help us understand if the customer needs more information, if they’re engaged, or if they’re ready to be closed.

Assumptive Selling

Walk in like you’ve already got the sale. Get them to commit to you early in the process.

You’ll be asking them leading questions about what they want when the house goes on the market. Where they want the sign. How would you like us to communicate with you.

Anchor

Inducing a certain frame of mind or emotion. Usually happiness or relaxation.

This technique involves a touch or a gesture. In essence, you are anchoring the touch to the feeling of relaxation. If established properly, every time you touch them, they become relaxed.

Framing

With framing we are framing the narrative for the customer. Asking them a question. Getting them to agree with us.

Meta Model

Meta modeling is about deconstructing what the customer is saying and getting to the underlying cause of their anxiety. Is the issue that the agent isn’t doing their job? Or is the problem the customer wants to price the home above market? Meta modeling can help the customer get to the root of that question.

Tie Downs

Tie downs are the easiest for real estate agents. You’re tying them to you by asking small questions that they can agree with. You are putting the customer in a “yes state” where they are used to saying yes to you, so when you go for the close they are pre-primed to say yes.

Embedded Command

With an embedded command you are going for a piece of a sentence that you want the customer to implant in their brain. Mike shares with us how to use non-verbal cues to reinforce the command. Plus, he discusses how to use your voice to make the command stick.

 

Episode 011: Real Estate Mindset

 

Are you doing 10 deals a year and want to start doing 20, 50, or even 100 deals or more per year.  In this episode we explore how you can make a quantum leap in your real estate career.  Before you start down this path, you need to ask yourself a few questions.

Mike’s Top 7 Real Estate Mindset Changes

Here are seven real estate mindset changes you are going to need to be willing to make if you want to see your sales career explode.

  1. How far are you willing to go?
  2. Are you willing to practice like a professional?
  3. Are you willing to give up the Sunday bar-b-cue?
  4. Taking risks is going to be necessary
  5. You need to be coachable
  6. Are you willing to change your ways
  7. Are you willing to put you and your family first?

Practice Makes Perfect

Scripts and dialogues will help you handle rejection.  You need to internalize them.  They become part of your mind, body, and soul.

You can practice in the mirror or in your car.  But to take your game to the next level you’ll need to find a practice partner and roll play.

What Are You Willing To Give Up

Are you willing to give up sleep?  If you want sleep more than you want to succeed, you won’t be successful.

Are you willing to give up expensive hobbies?  You need to be willing to trade your boat (or horses, or whatever) for investing in yourself.  Go on that mindset retreat.  Record those videos.  Place those Facebook ads.  You need to be willing to sacrifice short term satisfaction for long term gains.

Are you willing to leave your company?  If your brokerage isn’t adding value to your business, you need to be willing to move to a brokerage that will add value.

Successful People Are Willing to Take Risk

You need to spend money.  And spend your money on the right things.

Too many agents spend 100% of their commissions on themselves.  If you want to make a quantum leap in your business you need to invest some of those dollars (and maybe even an uncomfortable amount of those dollars) in your business.

Successful People Are Willing to Ignore the Negative

When you make changes in your own life, you shine a light on those around you.  That light can cause jealousy and envy.

People you thought were your friends might turn against you.  Not because they don’t like you.  But because you’re making them see themselves in an uncomfortable light.

Be Honest With Yourself

Do you come home and say, “I’m exhausted!”?  But on reflection you know that you didn’t do half of what you could have, or should have, done today.

If you were going to prospect an hour each day.  And you only got a ½-hour in today.  Then you owe 1½-hours of prospecting tomorrow.

Hold yourself accountable.  Because no one else is going to do it for you.

Get an accountability partner.  They don’t need to be in the same industry.  But they do need to be available to you.  Especially when you are just starting to make a change.

Any of the “Anonymous” groups have daily accountability built in.  And when you’re trying to form a new habitat of success you too need daily accountability.

Be Transparent

Never lie, never blow smoke, never guess, and never hide anything.  From yourself, your family, or your clients.

When you’re making these kinds of changes you need to be upfront and honest with your family.  You may not have the money for vacations or a new car.  You might miss out on family dinner, or a child’s sports game, because you’re committing to exploding your business.

Set those expectations up front.  Because these changes can be life affirming, or life damaging.

Be Accountable

If you lost a deal to a competitor, it wasn’t because the client was “stupid.”  What did you not do, that your competitor did do, that enabled them to close the deal.

Be 100% responsible for each of your outcomes.  Things don’t happen to you, they happen because of you.

Be Willing to Compete All Out

You don’t have to be angry, mean, or vicious.  But if you legitimately care about your clients, and you want them to make the best decision possible, then they deserve to work with you exclusively.

Other agents are not, or will not, do the things necessary to help those clients.  You need to be willing to adopt the mindset that you will do everything in your power to help those clients.

Also Mentioned In This Episode

 

Episode 010: Property Management and Real Estate

 

Should real estate agents enter the realm of property management? It’s natural to want to cover 100% of the real estate marketplace. Whether your client wants to buy, sell, rent, or invest you have your client covered.

But, in our opinion, based on having managed properties for the last eight years, real estate sales and property management are about as far apart as you can get.

Benefits of Property Management

Some of the benefits of incorporating property management into your real estate sales business include:

  1. Exploding your sales
  2. Predictable monthly cash flow
  3. Creating more freedom by building a staff

Property Management Isn’t for Everyone

The most successful real estate agents have an outgoing personality. At the very least, they have an amiable personality.

And these two personality types aren’t always the best personalities for property managers. Sometimes a property manager needs to say no.

Property Management May Be Right For You

Property management may be a good fit for you if:

  1. Your selling price is low and your rental commission is high then property management may be right for you
  2. You are more analytical and want to use property management as a real estate lead generator
  3. You have the time

Tips for Starting in Property Management

  1. Cherry picking your clients will assure that you are working with like minded customers
  2. Put your management company and real estate company together under one name
  3. Educate yourself on the rules of your state and local area
  4. Determine what roles your current staff could fill
  5. Have the real estate sales person be the front line sales person when talking to landlords and try to convert landlords into sellers.
  6. Make sure your broker will allow property management
  7. Don’t let the sales slip just because you want to do rentals.

Also Mentioned In This Episode

Michael Hellickson’s episode
NARPM
Melissa Prandi

 

Episode 009: Real Estate Videos

 

Real estate videos allow you to create a personal bond, without actually being in front of the prospect in person. They can see your facial expressions. They get to hear your tone of voice.

In this episode of the Real Estate Marketing Show we talk about video marketing. Our special guest Shane Pendley shares with us how to promote your personal brand through the use of video.

FullSizeRenderShane sees real estate agents as marketing specialist with a real estate license. And he believes that high quality videos go a long way to setting yourself apart from the competition.

We aren’t talking about ego videos. We’re talking about educational videos. Videos with purpose.

After all, how can you expect a client to hire an agent to market their home, when that same agent can’t even market themselves properly?

Shane’s Top 5 Real Estate Videos You Should Have

  1. Seller video
  2. Marketing plan video
  3. Buyer video
  4. Pricing video
  5. Specialty video (luxury, REO, vacation property, property management, etc)

Shane’s Top 5 Real Estate Videos Tips

  1. Sound quality is the most important
  2. Proper lighting
  3. Keep it professional
  4. Know the purpose of the video
  5. Show the video to someone else before you send it out

Storing Your Real Estate Videos

Shane prefers the use of media pages. That way you simply need to send a link to that page where all of your video, social media, IDX, and business affiliates reside. The media page is otherwise fluff free.

How Long Should Your Real Estate Videos Be?

  1. Keep your social media videos 45-seconds to 90-seconds
  2. Educational videos 2.5-minutes to 3.5-minutes
  3. When you send videos to clients, Shane recommends that you give them the video’s exact time. The customer is more likely to watch the entire video if they know what to expect ahead of time.

Other Tips About Real Estate Videos

  1. There is a time and place for fun, quick, and silly videos. But your sellers are looking to hire a professional. Your main videos should be professional.
  2. It’s not about the amount of views, it’s about the quality of views.

Getting In Touch With Shane Pendley

2519 McMullen Booth Road Suite 510-109
Clearwater, Florida  33761
(727) 463-8201
info@parusinc.com
Website

Also Mentioned In This Episode

 

Episode 006: Selling Real Estate in a Second Home Market

 

In this episode of the Real Estate Marketing Show we talk about the second home and vacation home niche. Our special guest this week is Lisa Ristow. Lisa shares with us her insights as to what makes an effective agent in a second home market.

FullSizeRenderLisa Ristow works at the boating mecca of the Colorado River. She is licensed in California, Arizona, and Nevada. Her market is about 50% second homes.

Starting in Murietta, CA in 1989 she rose to rookie of the year in her office. Today she is doing about 150 transactions a year. Which she personally considers a down year.

Be A Real Estate Expert In A Second Home Market

When she first moved to “the river,” Lisa’s first job was to get educated. She took specific courses on resort properties where she learned that in order to succeed she would need to be the go to resource for anyone looking for anything in that community.

That could mean entertainment, shopping, backroads, contractors, and insider tips and tricks. This not only provides a resource, but shows expertise and gains trust.

Part of working in a second home market is that you need to be a resource for buyers, but also for locals. Because it’s the locals that are going to refer you to the buyers.

Tips for Selling Real Estate In A Second Home Market

  1. When you’re considering places to advertise, the second home market could be a good place to think unconventionally. Maybe you wouldn’t normally advertise in a throw away paper, but folks from out of town might read the local free paper.
  2. Don’t overlook becoming a role player in your community, chamber, and charities. Get out and meet as many people as you can.
  3. Paid advertising on social media or pay-per-click. Be in the local Facebook groups where people sell stuff. That’s a great way to get known as an expert.
  4. If you’re a writer you might write a blog with the top 5 things to do next month. Think of things that a person visiting your town may want to do, and then write about that. And this idea doesn’t just work with second home locations.
  5. Offer as many concierge services as you can and become a problem solver
  6. Never discount any client. That doesn’t mean you don’t pre-qualify them over the phone first. But don’t judge a client based on price range.

Other Tips from Lisa Ristow

One of the biggest takeaways from Lisa’s interview was that real estate is black or white. The client is happy or not. She doesn’t allow for a middle ground.

For Lisa, burning bridges isn’t an option. And she distills her whole business philosophy down to, “Do the right thing.”

Lisa Ristow

The Ristow Group
(928) 234-6944 [cell]
(928) 763-1234 [office]
The Ristow Group
Lisa Ristow

 

Episode 005: Real Estate Niche Markets

 

In this episode of the Real Estate Marketing Show we talk about how to use real estate niche markets to propel your real estate business. One of the most effective ways to jump start your real estate business is to pick a target market. In real estate a target market is sometimes called a niche market.

Vincent Arcuri

Our guest for this episode is Vince Arcuri. Today he shares with us how he went from being a 28 year old janitor at a power plant to the number one agent in the world for ERA.

VinceArcuriVince discusses how he positioned himself as the local agent for celebrities. From WWE superstars, to NFL athletes, to Hollywood celebrities, to politicians.

Vince started by suggesting stories to reporters. And this is an important key. He didn’t wait for his phone to ring. He made someone else’s phone ring.

Fast forward to today and we call that content marketing. Giving value unconditionally knowing that some day the value given could be the value received.

How To Use Digital Marketing on Real Estate Niche Markets

Vince also shares that he is a huge fan of digital marketing. He finds the results much more trackable than postcards.

First you shoot a brief video. You can use your cell phone for this video. It doesn’t need to be highly polished.

Then put your video on Facebook. Vince gives us some tips about how to buy paid boost advertising on Facebook by zip code. It’s the new geographical farm.

Other Marketing Tips for Real Estate Niche Markets

We asked Vince to give us a few real estate marketing tips. What would he do if he were dropped in your town and needed to make sales. Here’s what he says.

  1. Ask for the referral
  2. Be top of mind with your sphere
  3. Shoot brief videos and boost them on social media
  4. Knock on every expired door
  5. Target direct mail to 20 houses a month

Also Mentioned In This Episode

 

Episode 003: Do I Need A Real Estate Coach

 

Michael Hellickson

Real Estate Coach Michael Hellickson

In this episode of the Real Estate Marketing Show we talk about coaching.  We also have a special guest, real estate coach Michael Hellickson.

So, do you need a real estate coach?  And if you do, which one?

Michael Hellickson sold real estate for over 20-years. He ran a team of 44 people that was doing just over 100 sales a month.

In fact, at one time he was carrying 750 listings.  If you want to learn how to go from very good to extraordinary, Michael reveals the secrets.

Your business changes from day-to-day, week-to-week, and year-to-year.  So, Michael preaches balance in every part of an agent’s life, building a team, and teaches you how to stop trading time for money.

He believes that learning the pieces to success is easy.  The challenge comes in learning when, how, and in what order to apply what you learned so that you can really grow your business.

Michael Hellickson

(206) 300-1000 (ask for Michael)
Email: Michael@Hellickson.com

To get Michael’s Listing Presentation Webinar (which was recorded with Real Estate Marketing Show co-host Mike Bjorkman) you can visit:  www.clubwealth.com/37minutelisting.

Also Mentioned In This Episode