Archive for October, 2007
Keep it Simple, Keep Your Agents
Wednesday, October 31st, 2007As you look outside of the real estate industry, you will find that the attraction and retention of quality human resource is a challenge facing every business in the world today. Having worked in the real estate industry at the branch, regional and company level, I can attest to the fact that recruitment and retention of quality agents is essential to the profitability of a company. This article will focus on determining why agents leave.
It’s not about the splits.
What is the reason most agents give for leaving one company for another? Very often, perhaps more often than we care to acknowledge, they will say they are leaving because they are getting a “better deal” at company XYZ. Wouldn’t it be wonderful if we could define what a “better deal” really is?
It may be interpreted as commission split, when, in fact, the better deal for an agent is deciding to work closer to home, where their friend Mary works, or as young people say today, “Whatever.”
As a manager, it is easy to accept the “better deal” excuse, because it takes the responsibility out of your hands. After all, you don’t know Mary, but why hasn’t your agent suggested Mary come and work for you? As for a better deal, you certainly don’t determine the commission split, the company does. If you truly believe a better split is the reason they are leaving, then you must still take a certain responsibility.
One of the biggest mistakes I see managers make is “Blaming it on Corporate.” This excuse is a big negative, and defined by me as “management suicide.” Due to eroding margins and other external factors, you will have to implement changes such as tech fees, transaction fees and usage of vertical partners, just to name a few, that agents will resist. Unfortunately as managers, we often do not do a good job educating and aligning agents to the importance of these pieces. If they understand all of the expenses incurred result in a mutual benefit between agents and companies, they will accept these changes in order to remain competitive in a fast changing industry.
Here it comes! There he/she goes!
What a surprise. Whether it’s the voice mail saying, “We need to meet” or worse yet walking into the office in the morning and finding a top producer’s desk cleared out, we know IT happened. IT is not that your office has been burglarized, but IT is your agent’s decision to leave your company for another. Let’s be honest, we have all been there at one time or another, and yet, we are still sometimes surprised.
What happened?
Once again, it’s not about the splits. Agents do not leave the company, they leave the manager. I may have ruffled some feathers with that suggestion, but stay with me on this point. We are in a human resource business that is built on relationships, and can break down if a relationship fails. Retention of your agents is dictated by you and what you offer to the manager/agent relationship and is why agents join or leave an office. If agents are inspired in their current environment with valuable leadership and your insight, you will find retention is rarely a problem.
These are the two biggest mistakes that you can avoid and solutions that you can use in your daily work recruiting and retaining agents:
Problem: We are not aware an agent is unhappy, or worse yet, we know this and ignore it.
In talking with agents over the years, I have always found it interesting to hear how many agents are unhappy with certain policies, yet they stay at the same office. An unhappy agent can be appeased if a manager stays in constant communication and maintains a strong relationship with them. Given a chance to identify an agent’s concerns, a good manager can deal with these issues and retain a good agent.
Wouldn’t it be nice if managers identified the onset of problems and challenges, and dealt with them before they became issues? Unfortunately we do not. We know that recruiting numbers are great, mortgage capture is climbing and profitability is breaking records, and in this positive environment, the disgruntled agent does not seem so important. The situation is similar to a listing that never sells- we ignore it until it expires! The agent does not expire, but the relationship does. The agent walks out the door and we are upset? Interestingly enough, if we step back and look at the relationship, there was always something we could have done differently to change the outcome, if we had only recognized the problem.
Solution: Feedback is critical in any relationship and the only answer is to maintain communication among the agent population in a bottom up fashion. The simple solution is “Business Transparency”.
Transparency is defined in the new Merriam-Webster Dictionary as transmitting light: clear enough to be seen through. Transparency applies to good leadership- make your leadership style clear enough so that your agents can see through and identify your company’s total picture. With this leadership style, you will feel the constant pulse of challenges in your environment, and have the opportunity to deal with those challenges and achieve a positive outcome. Hopefully, your agents understand customer service when dealing with their clients, and they expect you to understand customer service in dealing with them…many feel they are the customers. Agents tell other agents when they are unhappy, and it can create a virus in your office. If someone in your office is having a bad experience, circumvent a chain-reaction by calling that agent immediately and dealing with the situation. If you do not, they will tell 5 more agents and a walkout will ensue.
While feedback from agents is important, you can not rely on casual conversation. You must have a feedback loop mechanism in place that provides agents the opportunity to share openly their opinions and experiences with you and your office. It could be as simple as a quarterly survey that is designed to find out what is working for your agents and what is not. This involves asking your agents how they feel about your leadership. If at this moment you are concerned about this exercise, then you have some work to do. Put aside your doubts and embrace the challenge remembering to strive for professional excellence. Read every survey and then complete the feedback loop by responding to all of the agents’ concerns. Be open to the truth rather than what you want to hear, as this experience will help your relationship grow. In many instances, the agents’ feedback will be better than you may have expected. This candid approach I define as “Business transparency” will create tremendous loyalty and clarity in your manager/agent relationships.
Problem: The agents do not see you as a valuable business proposition.
I have heard managers say that agents stay because of an office’s wonderful culture and environment. The office cultural environment is the glue that keeps agents there when everything else goes wrong, and the office manager is responsible for maintaining that environment.
What makes a good manager? Contrary to most beliefs, problem solving is not the most important trait in a branch manager and does not factor highly when an agent considers joining or leaving a company. Instead, managers who get the highest marks are the ones who inspire their agents. They want a manager who recognizes their challenges, helps them understand the workings of the office, and encourages them to become valuable decision makers. With this insight, they feel great about the decisions they have made on their own, and see themselves as an important business entity within the company.
What real estate agents want is a business coach and leader, not a manager. Answers to transactional questions can be found anywhere, but a good business coach is a rare commodity. You may have brought someone into the business and now you expect tremendous loyalty because of the great training they received from you when they were first getting started. Loyalty lasts with agents only as long as they are receiving value from their broker. Agents spend thousands of dollars every year for coaching and training so that they can grow their business. You can provide them with these tools they need to learn and grow in their business, and they will value you as a coach, not a manager.
Solution: Inspire your agents by being their number one business manager and coach!
True measurement of a relationship is not in the dollars but the value that is exchanged. An agent gives value by producing for and supporting the company. In return, what value are you giving your agents? Take a look at every name on your roster and do two things. First, determine whether each agent feels they are getting value from you. If there is someone that you feel is not receiving value, then immediately make a plan of action to work with that agent. Now that you have determined who is “getting value”, the next step is to define the specific components that comprise this “value” they are getting. If the value is not in coaching, training and inspiration, you have issues that you will need to focus on. Everyone wants a coach and needs inspiration and that is a big part of your job.
Constantly empower agents in their careers with business analysis and coaching to facilitate their movement to the next level. The next level can be defined quite simply as more production with the same amount of time and effort, or the same production with less time and effort. I find that supporting agents in either scenario tends to work wonderfully and results in long term relationships. Support agents with prospecting, presentation, marketing and business analysis training. It is also important to hold them accountable by assessing their activities and results. As you transform from manager to business leader, you will witness salespeople evolving into business people and their loyalty to the office will intensify greatly.
Keep it simple, keep your agents
While it all sounds simple in theory, it is also easy in practice. How many problems in your office can you address if you can determine what they are? The answer is all of them. That does not necessarily mean they all get solved, but it isn’t always about a solution. Coming to an agreement is not always the intended outcome, rather, respectful discussion and understanding is often the goal. There is a wonderful old saying, “Little things mean a lot.” Listening can be the little thing that means a lot.
Use your leadership and coaching abilities to be the valuable business proposition and take your agents to the next level. If the environment is good and you are injecting value into your agents business, your retention challenges will go away.
Even if you are doing a good job in your office and have a lot to offer the agents, there is no doubt that someone in your office could get a higher split from a competitor. But they have not left, because it’s not about the splits. Obviously you are giving this agent value. Are you extending this same value to all of your agents? Occasionally you will come across an agent that is only happy when they are unhappy, and often has a history of moving from office to office, commonly known as a “red ant.” If they are not willing to learn and not taking steps to further their business no matter what you do, the best solution may be to suggest that they may be happier working at an office where they are better understood. In fact, they may relate well to others in an environment that is not focused around growing and building business skills and forging manager/agent relationships.
Jon Cheplak, ABR, GRI, CRS, CRB, CLHMS is the President and Founder of The Real Estate Recruiters, The Management and Recruiting Solutions Experts for the real estate industry. Jon is also the co-founder of The Cyber Recruiter, the real estate industry’s complete recruiting technology platform He can be reached at 775-846-5748 or e-mail him at recruit@therealestaterecruiters.com. Visit his websites at www.therealestaterecruiters.com or www.thecyberrecruiter.com
“copy” 2007 The Real Estate Recruiters
NAR Power: STAR POWER® Systems Partners with AgencyLogic and Mr. Internet® for Listing Dominance Giveaway
Wednesday, October 24th, 2007Boulder, CO – October 25, 2007 – Three prominent real estate organizations dedicated to improving business for Realtors will raffle off a suite of business tools at the upcoming National Association of Realtors Convention that the partners guarantee will spur big growth for the winners.
STAR POWER Systems, the industry’s premier provider of real estate education, today announced a partnership with AgencyLogic, the largest real estate industry provider of single property Websites in North America and Michael J. Russer, a.k.a. “Mr. Internet”, for a special promotion to conclude at this year’s NAR Convention held at the Sands Expo from November 13 through the 16th in Las Vegas, Nevada.
Three winners to be chosen by drawing onsite will receive a package of highly complementary and cutting-edge success-oriented solutions designed to significantly enhance the listing side of their businesses.
Each winner will receive enrollment into Michael Russer’s brand new “Mr. Internet’s Online Dominance Training Program”, the industry’s first and most comprehensive training program created to vastly improve online sales so agents can focus on what they do best – list and sell. STAR POWER will include two market-tested listing specialization products: “Systems That Work: The Listing Process” and “Pre-Listing Books That Work!” – both highly effective resources to enhance efficiency and impress clients to win more listings. AgencyLogic will provide a 10-pack of its industry-renowned PowerSites to give each home its own prominent showcase to market and sell property. Prize packages are valued at $1,750 each.
The winners will learn proven strategies to:
• Laser-focus on developing business from specific niche markets
• Create targeted web sites to attract visitors & capture leads
• Build a strong database and keep in touch over time
• Implement efficiency systems to save time and money
• ’WOW!’ on listing appointments to improve conversion ratios
• Powerfully market the home with single-property web sites
• Sell quickly and get the most money for clients
To enter, contestants must register online at www.NARPower07.com through November 14, 2007. Registration may also be done onsite at NAR (STAR POWER Booth #4423 or AgencyLogic booth #3950) through 1:00 pm on November 15. Winners will be announced at 2:00 pm on November 15 at the STAR POWER booth. Prizewinners need not be present.
Attendees can also stop by and meet Mr. Internet himself to learn more about “Online Dominance” from noon until 1:00 pm at the AgencyLogic booth and again from 1:30 – 2:30 pm at the STAR POWER booth.
“We are thrilled to partner with AgencyLogic and Michael Russer to contribute to the business development of the 2007 NAR attendees,” said STAR POWER founder and CEO Howard Brinton. “Together the value of the prize packages and the benefit to the winners is significant. We’re proud to celebrate the 100th anniversary of the founding of the National Association of Realtors with this very special promotion.”
About STAR POWER® Systems
STAR POWER® Systems is a leading provider of real estate education, assisting in the growth of thousands of agents since 1989. Industry-renowned motivator and trainer, Howard Brinton brings you cutting-edge, tips and ideas from the industry’s top active agents, the STAR POWER Stars, who openly share proven success strategies in order to help others grow. Educational efforts center around boosting your real estate career while balancing it with a fulfilling personal life. Business-building resources include products, live events, Coaching and more. For more information and visit a host of FREE resources available to Realtors immediately, please visit www.GoStarPower.com.
About AgencyLogic PowerSites:
AgencyLogic PowerSites contain all of the information that buyers are looking for about a particular property – in one Website. They allow Realtors to create comprehensive, single property Websites for as low as $35. Each PowerSite includes a Website address e.g., www.123AnySt.com, one year of hosting and all the tools needed to describe the property in detail, add photos, floor plans, create slideshow tours, upload related documents, map the property, create custom links, add video, blogs or podcasts as well as marketing tools such as free syndication to the major real estate search engines. For more information, please visit www.agencylogic.com.
About Mr. Internet’s Online Dominance Training:
For over a decade, Michael Russer (“Mr. Internet”) has helped people internationally increase their profits, productivity and quality of life at work. With his enthusiastic and passionate style, Michael leaves people inspired and full of hope for their future. His latest endeavor, “Mr. Internet’s Online Dominance Training Program” is a self–paced online video training program that features “on-demand” big–screen videos. It’s like having Mr. Internet® sit right beside you as you learn and apply the proven methods of online lead generation, lead conversion and using virtual assistants. Enrollees will also have access to weekly and monthly live group coaching sessions by Michael Russer and other experts. No other course, seminar, workshop or training program has this kind of material or so powerfully takes you step–by–step all the way to success (www.OnlineDominance.com).
Media Relations Contact:
Jeff Willner
Vice President, Business Development
Toll Free: 1-800-486-7524, ext 209
Mobile: 303-859-1599
Fax: 303-499-4222
Email: JeffW@GoStarPower.com
STAR POWER® Systems
4772 Walnut Street, Ste. 200
Boulder, CO 80301
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Expand Your Pipeline By Narrowing Your Market
Monday, October 22nd, 2007“I have made attempts to contact you to determine if there is a mutual fit between our companies. How would you like for me to follow-up with you going forward…
“I have been working under the assumption that Weiss Communications will be considering _________. Is this still the case? If you are not interested, or if there is another person you would like me to follow-up with, please let me know. I certainly do not want to waste your time.”
This is an email I recently received from a sales representative. It’s interesting because this is the first communication that I actually received from this representative. I didn’t recognize the rep’s name. I didn’t recognize the company name. I don’t really know what he’s selling or why I should be interested. And, of course, I have heard nothing further from him.
I suppose that if one sent enough emails of this type, eventually someone would respond that they are interested. This strikes me as a very frustrating way to fill a pipeline.
The bottom line is that if you want to be able to sell consistently, if you want to have those million dollar and beyond sales careers, if you want to avoid major frustration and wheel spinning, then blanketing the earth with emails, voice mails or even phone calls is not the answer.
The answer is to be highly specific about who your prospect is and why they should buy from you. Far too often when speaking with entrepreneurs, business owners and sales professionals, I ask them, “Who is your market?” and the response is “Everyone.”
Sorry. “Everyone” is not the answer that will make money for you. Even if “everyone” could use your product/service, which is highly unlikely, they would all be buying for different reasons. Your job is to identify those reasons, make sure the reasons correspond with the prospect to which you are speaking and help your prospect understand that your product/service is the answer to his or her needs, wants and desires.
So here are the questions that you need to ask yourself:
1. What am I selling? What is the value and/or benefit to my customer who buys what I am selling? What is the reason my customer buys? Why should my prospect be interested in what I am selling? What need, want and/or desire does my product/service satisfy?
2. Out of everyone in the entire world who might purchase my product/service, who is most likely to purchase my product/service? Out of that group, who is most likely to buy a lot of my product/service? And who is most likely to return again and again to buy more of my product/service?
If you are able to satisfactorily answer these questions, you will be able to spend your time wisely, focusing on prospects that are truly viable. Your selling time will be productive and your numbers will go through the roof.
To your success!
Wendy Weiss, “The Queen of Cold Calling,” is a sales trainer, author and sales coach. Her recently released program, The Miracle Appointment-Setting Script, can be ordered by visiting http://queenofcoldcalling.com. Contact her at wendy@wendyweiss.com. Get Wendy’s free Special Report, “How to Write an Effective Cold Calling Script,” at http://www.queenofcoldcalling.com.
5 Best Practices for a Profitable Real Estate Website
Wednesday, October 17th, 2007by: Michael Russer (a.k.a. Mr. Internet®)
REALTOR® Magazine – October, 2007
Ever wonder why so few REALTOR® Websites even come close to reaching their potential for generating new business? It’s not for lack of site traffic, I know lots of agents who have all kinds of traffic but no new business to show for it. The answer lies in the fact that most sites are not built according to proven best practice standards. Which means other than looking good and having lots of generic information, most agent sites miss the mark in terms of truly engaging with the online consumer. Here are five best practices that if incorporated into your Website will make a huge difference in its ability capture your visitors’ attention and generate considerably more profit for you…
1 – Target, Target, Target
I’ve said it a thousand times and I’ll say it again: targeting your Website for a specific niche market is the most powerful thing you can do to make your Website truly effective as a lead generation tool. The vast majority of REALTORS® make the mistake of using generic Websites that try to “speak to everyone” which results in engaging no one. Your site must be able to answer the question: “What’s in it for me?” from the perspective of a specific target market, otherwise your visitors will simply ignore it.
Here are some examples of highly targeted Websites:
• www.skiptheoutfit.com (this has to be one of the most unique target markets I’ve ever seen!)
• www.goarmyhomes.com
• www.nosnownaples.com
Targeting is so important that without it, the following four best practices will have little impact on improving your site’s ability to generate business. With it however, these next standards will make it that much more powerful…
2 – Web Copy That “Speaks” To Your Visitors
Effective Web copy starts with headlines that grab your visitor’s attention, otherwise they are not likely to read much of your other copy. Most REALTOR® Websites incorporate no headlines at all –and that is a huge lost opportunity. Your headlines need to be crafted in such a way that they reflect the “emotional profile” of your target market. For example, headlines designed for 1st Time Buyers are very strongly worded and typically tap into the fear and excitement of buying their first home. Headlines written for the sophisticated luxury buyer or seller on the other hand are much more subtle and refined often stroking the ego of this particular market segment.
Also, the body of your Web copy should create a one-on-one conversation between you and your visitor. They should feel that you are speaking with just them, as if you are sitting right next to each other. In my experience it seems that most agent Websites are written in either first person (“I”, “me”, etc.) or third person (i.e. about you, as if you were a celebrity). If you really want to connect with your visitors, have your copy written in second person, where there are lots of “you”, “your”, “yours”. This may seem like a minor point; however from the perspective of your Web visitors it makes all the difference in the world.
3 – Keep Your Site Internet Empowered Consumer (IEC) Friendly
If you are not careful, your site could end up driving visitors away rather than engage them. Here are some standards of Web design to help make sure your Web visitors feel welcome and safe:
• Privacy Policy – having a privacy policy can go a long way to making your visitors feel safe on your site. To see an example of what one looks like just go to http://blog.onlinedominance.com/privacy-policy/
• Don’t Require Visitors To Reveal Who They Are – if you have forms on your site make sure that they let the visitor know that they are not required to fill everything out. Consumers use the Internet because it affords them a sense of anonymity. Take that away by insisting they complete all the fields (especially the contact information ones) and you will likely drive many of them away. Human nature is really interesting. Tell people they have to do something and you will find a load of resistance. Reassure them they don’t and they probably will just because they like your friendly approach.
• Have Your Forms Give Instant Feedback – when a visitor completes a form, have your site instantly show a confirmation / “Thank You” page. This adds to the perception that you “heard” their request, thus feeling more connected. Your site can also fire off a confirmation e-mail as well, however it is important that they see immediate feedback.
4 – Keep Your Site Navigation Simple
We all know that a confused mind says “NO!” That being the case, many real estate agent Websites are hearing a lot of “nos” because their home pages are offering way too many options. At most you want your site’s main navigation menu to offer no more than seven choices. Within each of these main menu options you can have submenus, just don’t go overboard with those either. Also, avoid having your visitors work too hard to find what they want. Ideally, all your content should be within three clicks reach from the home page.
5 – Visitor-Friendly Look & Feel
Make sure the look and feel of your Web design is consistent throughout the site. It should also be appropriate for your target market. For example, less sophisticated target markets (1st Time Buyers & Sellers) can have a more light-hearted design approach. More sophisticated ones (Luxury, investors, etc.) require a more refined and stylish look.
Ideally, have your site located to show up in the center of the browser window and designed to fit (without horizontal scrolling) for monitors set at 1024 x 768 pixel resolution or greater. Lastly, make sure your Web designer has your site conform to W3C standards and use appropriate Cascading Style Sheets (CSS) to globally control the look and feel of your site. (NOTE: don’t worry if you didn’t quite understand that last sentence, just make sure your Web designer does!)
52 More “Best Practices”
The five best practices given above will go a long way in helping make your site into the online lead generation machine it was meant to be. However, these are really just a few of the 57 real estate Website best practices and standards we’ve outlined in a new book I co-authored with my Web designer Brad Carroll of Dakno Inc.. It’s called The Real Estate Success Guide – 57 Proven Elements Every Successful Website Must Have. We wrote this because no one else had bothered to define and outline these important Web standards before. It also contains a handy checklist for your Web designer (written in their language of Web technology) which you can just hand to them to make sure your site maintains the best standards possible to help ensure the highest levels of online profitability.
In every profession imaginable there are well-defined standards of practice to help insure a consistency of excellence, no matter who is providing the service within the respective field. Why should it be any different for real estate Web sites? The simple answer is, it shouldn’t.
NOTE: Mr. Internet®, RUSSER Communications, its staff and officers receive no compensation whatsoever from any third party vendors and make no recommendations as to the suitability of the products or services mentioned in this article. Always thoroughly investigate any product or service before trying or purchasing.
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Mr. Internet is the alter-ego of Michael J. Russer, an internationally recognized Internet speaker, trainer, author, and strategic consultant to the real estate industry. He’s dedicated to helping real estate professionals leverage their people skills into profit on the Internet. You’ll see his column on REALTOR® Magazine Online every month and in the magazine quarterly. Send your Internet questions to help@askmrinternet.com or you can visit his Website at http://www.russer.com
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This article is reprinted in its entirety from the October 2007 issue of REALTOR® Magazine by permission of the NATIONAL ASSOCIATION OF REALTORS®. Copyright 2007. All Rights Reserved other than mentioned above. Mr. Internet® is a registered trademark and IEC™ and Ask Mr. Internet!™ are trademarks of RUSSER Communications.
Florida Realtor Finds Naked Success In Unique Niche Market
Monday, October 15th, 2007Picture in your mind a veritable “Garden of Eden”, with lush gardens and landscaping, crystal clear lakes, balmy breezes, tropical quaffs to please and delight your taste buds…and magnificent “clothing optional” real estate. Uh…what was that? The age-old adage, “less is more”, perfectly describes Florida Realtor® Jackie Youngblood’s use of ingenuity and technology to “uncover” her target market. This savvy agent is virtually unchallenged, selling properties in central Florida to targeted buyers who enjoy a special, alternative lifestyle: nudism!
Dear Michael,
Before my husband and I entered the real estate industry, we owned an all-purpose retail business in Georgia, which sold anything from toys to car batteries! I guess you could say it proved that we were, at least, versed in sales!
In 2001 we decided to “retire” to Florida. As nudists, we had previously vacationed in Paradise Lake. Land O’ Lakes, where we currently live, is outside the Paradise Lake resort area in central Florida. At the time, my husband was somewhat familiar with commercial real estate and rental properties.
When we made our move, I really liked the Realtor® representing us. She had key qualities which I admired. She knew the area well and was able to lead us to properties that best suited our needs, but mostly, we knew we could trust what she said and did.
Little did I know that I would later become part of the Patricia Peterman/Vicki Wall Team. I liked their style and their commitment to clients. They treated people the way they liked to be treated, which is never a bad way to start!
Soon after we moved to Land O’ Lakes, I realized that I could do just so much shopping and landscaping and lying out in the sun. My plan was to get a part-time job. So I went to school and took courses to become a real-estate agent myself. I learned very quickly that to be successful in this competitive field, you cannot do it part-time. It has to be a full-time effort, or you’re just not going to make it.
My philosophy was in sync with that of Peterman/Wall: I’d rather be making a little bit of money in real estate, than making no money whatsoever, in real estate. I loved working with people who were more like family than agents; who worked as a team and didn’t try to cut anybody’s throat. Success to me is being able to trust someone in one’s personal life and in business, and I had found it.
My attitude toward running a successful, viable business really turned around when I began to receive the same email from National Realty News, announcing a seminar conducted by a “Michael Russer”. Just like shopping, planting exotic foliage and working on a tan, I felt that there were just so many advertised seminars that I needed to attend. I deleted the message three times! When it appeared for the fourth time, it finally dawned on me that maybe there was something to it.
Needless to say, Michael, I attended and I was in awe of the information—and the sheer amount of it— you presented, I can honestly say that going to your event in Orlando, last May, turned my entire real-estate business around, for the better! At the time, I was doing okay. Now, I am a top listing agent. I’ve gained more professionalism, more clients and the ability to more strongly focus on my business and target market—those who want to live in nudist/clothing optional properties.
I will never forget the expression on your face at the seminar when my colleagues and I volunteered to present our pitch to our target market. You looked completely incredulous—but everybody has to live somewhere!
For us, your most compelling message was to “target”, “target”,”target”!
That advice, combined of course, with your question, “are you doing what you were born to do?” was powerful inspiration. Your enthusiasm and mastery of what you “preach” is contagious and so sensible.
The second biggest and necessary factor in growing a successful business lies in utilizing technology to its fullest, as it applies to your business. Computer tools exist today for just about any business application.
I started by learning how to build my own website (www.skiptheoutfit.com) and how to use the program, “Point Two Agent”. I’ve added to the mix, since then.
For the first time I began to realize the fruits of my labor because I saw things running smoothly with less effort on my part. I had also given up the notion of having to be everything to everyone, by establishing an all-important niche market.
I’m not out there to satisfy everyone and I do sell to non-nudists, as well!
My clients are buyers who come from “up North,” Canada, and internationally, from Germany and England, among other European locations. Nudists and clothing optional buyers are purchasing town homes, condos or single-family homes for investment purposes or to live in on a full or part-time basis. Quite frankly, there’s not a ton of competition out there, in this market!
As for using virtual assistants, I hate to be the one to break it to her, but I recently talked to this particular person, who has been doing off-site office work for a while, which by definition, makes her a virtual assistant! She doesn’t call herself a VA, but when she works for me, she will!
At this point in time, I can only see success for my future. My advice to a new Realtor® is simple: run, run, run as fast as you can to a Michael Russer seminar! It’ll be the best thing you’ve ever done for yourself and your business.
Sincerely,
Jackie Youngblood
Whether you choose to wear just your tan or tropical attire, Jackie can find the perfect Florida dream home for your chosen lifestyle.
Contact Jackie at Peterman/Wall
(813) 909-2092 (office)
(813) 477-7298 (mobile)
bjyounglblood320@gmail.com
Blogging Boot Camp Winner Announced!
Friday, October 12th, 2007
Congratulations to John Daly, a Nevada City Real Estate agent, for winning the Blogging Boot Camp contest. Okay John, now the hard part begins!
Stay tuned as our first order of business is to develop a blogging strategy and create/design the blog. Don’t worry, we will be documenting each step right here on Mr Internet News. This way, you can put these same strategies to work in your own blog. Thanks to everyone who entered the contest.
How to Recruit Top Agents Using the Web
Friday, October 12th, 2007by: Michael Russer (a.k.a. Mr. Internet®)
REALTOR® Magazine – November, 2007
In any market, recruiting top sales talent is always a top priority for success-minded broker owners and managers. In today’s challenging markets fraught with so much uncertainty and discontent, smart recruiting can yield a veritable gold mine for your company. What very few companies realize however is that the most powerful way to tap into that gold mine is through the Web. Here’s how…
Three of the Biggest Recruiting Mistakes Companies Make on the Web
Most Web-based recruiting efforts I’ve seen are little more than a one page advertisement about how great the company is. This is not a very effective approach. Here are the three biggest “sins” committed by brokerages attempting to use the Web to recruit:
1. Use the corporate consumer site as a recruiting platform – if you want to powerfully connect and engage seasoned agent recruits you need a Website dedicated to just that. To do otherwise “dilutes” your message to them and your consumers.
2. Talk about how great your company is – let me say this as delicately as I can: They don’t care! Potential recruits only care about what your company can do for them —period! Far too many companies and managers confuse features vs. benefits when it comes to recruiting online or offline for that matter.
3. Fail to engage – “Call us for an appointment!” or asking them to fill out a Web form to schedule one is hardly a compelling call to action. There is a huge gap between a seasoned agent’s first thoughts of switching companies and risking an interview with you. This is a long sales and trust-building process that requires far more sophisticated levels of safe, discretionary Web engagement before they are willing to set that appointment.
Fortunately there is an approach using the Web that powerfully addresses the above issues and provides a highly systematic way of generating a steady stream of seasoned recruits for your company. The first critical step however is understanding potential recruits from within an online context…
Agents Are Online Consumers Too
Just like your real estate consumers, recruiting prospects enjoy the ability to “shop” for brokerage alternatives using the anonymity and convenience of the Web. Pushing them to reveal who they are or setting up an appointment before they complete their “information gathering” is a big mistake which will only push them away from you. Instead, you can use their need for information gathering (i.e. checking out the alternative company options available to them) to help them come to their own conclusions that your company is the best option.
To achieve this goal of beating your competitors for the best recruits requires a separate Website dedicated to the recruiting process. Here are some of the critical elements necessary for a Web-based recruiting system:
• Make it about them – everything within your recruiting site needs to answer the question “What’s in it for me?” from the perspective of the seasoned recruit. And it needs to do so in a unique and powerful way that differentiates you from your competitors. Avoid the temptation to talk about how wonderful your company is, instead focus on how they can have an extraordinary career that focuses on making more money, having more free time off and enjoying more what they do. You can even tease them with ideas on how they can create a powerful “exit strategy” that will pay them big dividends for when they will retire. If this sounds a bit like coaching, that’s because it is. They will only care about you and company once they know, really know you care about them. Each bit of Web coaching content can be tied to a “contact point” that steps them through the process of eventually setting up an appointment once their trust level is built up.
• Engage them, don’t “tell” them – you recruiting site copy should be written in 2nd person (i.e. lot’s of “you, your, yours”) and ask open-ended questions that causes your recruiting prospect to think about their career in ways that they may never have considered before. The use of a well-designed “Career Assessment” is ideal for this purpose. Remember, when you (or your site) “tells” them something, they will take it with a grain of salt. By asking the right questions, your site will facilitate them coming to their own conclusions that your company is a superior option. The most powerful form of persuasion is helping people come to their own conclusions.
• Constantly reassure them – from the perspective of the typical seasoned recruit, exploring other company options can be a risky pursuit. It is incumbent upon you to have your recruiting Website constantly reassure them that you will maintain the highest levels of discretion and confidentiality. This includes having a link to your Privacy Policy on every page and language on every Web form that essentially says: “We understand that discretion is of upmost importance to you as you explore your career options. Be assured that if you are not ready to open up about who you are at this point that is perfectly okay, our staff will completely respect your need for privacy.”
• Have an automated follow up system – when recruits request addition information from your site, put it in the form of a series of “coaching” emails. This is effective drip marketing where every message they receive from you will be considered highly valuable and unique to your company.
Just like online real estate consumers, your online recruiting prospects need time to build trust in you and your company and be convinced that you offer them the best option. Eventually they are likely to contact you for an appointment. When that happens, your dedicated recruiting Website has done its job and then it’s time to enter into the “sales & closing” phase of the recruiting process when you meet them face-to-face.
Driving Traffic to Your Recruiting Website
Forget about using search engine positioning to drive any meaningful traffic to you recruiting site. Very few if any veteran agents will use a search engine to look for alternative brokerage options. Let’s face it, unless you are in a humungous market, they already know you exist as an option. Here are the steps to driving traffic to your site:
1. Determine Your Target Market – this means generating a database of names and home addresses of every agent in your market place you feel meets your criteria and will be compatible with your company culture;
2. Create a Compelling Drip Postcard Campaign – I suggest an 18 piece campaign that is sent out to your database every three weeks (to their home, not their office!) Now this next part is important. The whole purpose of the postcard campaign is to have them go to your recruiting Website, perhaps to receive a complementary business assessment or special coaching tip. Don’t make the mistake of highlighting the benefits of joining your company. If you do, the postcard will be “round filed” instantly. They must go to your recruiting Website if you expect it to do the heaving lifting of the recruiting process for you.
3. Use An Attention Getting Postcard Design – you can send 11.25″ x 5.75″ super jumbo two-sided, four-color fully laminated postcards with addressing and postage for about 75 cents apiece through Expresscopy.com. This is an incredible service at an unbeatable price. And, if designed appropriately, this super-sized postcard really gets their attention.
Now you can try to create your own recruiting Website and back-end marketing and tracking systems yourself, but I don’t recommend it. It’s a lot of work and takes an enormous amount of planning and programming to pull it off correctly. Fortunately, there is a turnkey solution that can get you up and running with a fully customized Web recruiting system in no time…
The Industry’s First Web-based Recruiting System
TheCyberRecruiter.com is the industry’s first comprehensive system to utilize the power of the Web in the recruiting process. I was so impressed when I saw a demonstration of their system and how closely if followed my principles for online engagement that I became an advisor to the company. The folks at The Cyber Recruiter will create a customized recruiting Website designed to fit the culture of your company. These sites focus heavily on the career of the recruit and have many points of “engagement” that help build trust so that calls to action (i.e. setting up an appointment) is a natural outcome of the process.
You can see an example of their recruiting sites by going to www.palosverdesrecareers.com. As you review this site you will see that the focus is primarily on the recruit. It even gives them free coaching on how to improve their business, without any commitments of any kind. In addition to the site, The Cyber Recruiter system has a complete Web-based recruit tracking system and also provides live group coaching on how to most effectively use the system and how to “close the deal” once you meet with the recruit. One of the founders of this service is Jon Cheplak, one of the most experienced and well-known names in real estate recruiting.
Is this a perfect Web-based system. No, but it is the closest to it I’ve yet seen. Part of my role as an advisor to the company is to help them incorporate even more powerful Web methods and strategies to turn recruit clicks into solid hires for your company.
Now Is The Time
Uncertainty in the market place breeds discontent. Discontent is a powerful initial lever to have great seasoned agents look at other affiliation options. Today’s environment is a huge opportunity to gain enormous market share —if you do it right and take action now. Incorporating a well-designed Web-based recruiting system is not only right thing to do, it’s the strategically smart thing to do.
NOTE: Mr. Internet®, RUSSER Communications, its staff and officers receive no compensation whatsoever from any third party vendors (unless he/they are directly involved with the creation and/or improvement of a vendor service or product), and make no recommendations as to the suitability of the products or services mentioned in this article. Always thoroughly investigate any product or service before trying or purchasing.
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Mr. Internet is the alter-ego of Michael J. Russer, an internationally recognized Internet speaker, trainer, author, and strategic consultant to the real estate industry. He’s dedicated to helping real estate professionals leverage their people skills into profit on the Internet. You’ll see his column on REALTOR® Magazine Online every month and in the magazine quarterly. Send your Internet questions to help@askmrinternet.com or you can visit his Website at http://www.russer.com
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This article is reprinted in its entirety from the October 2007 issue of REALTOR® Magazine by permission of the NATIONAL ASSOCIATION OF REALTORS®. November 2007. All Rights Reserved other than mentioned above. Mr. Internet® is a registered trademark and IEC™ and Ask Mr. Internet!™ are trademarks of RUSSER Communications.
Ten Ways You Can Increase Profitability —In Today's Market
Thursday, October 11th, 2007Is your business making the profit it should? Many individuals continually strive harder to make their business more successful, but in the end—despite their grand efforts—profit still languishes! Like Sisyphus pushing the rock up the hill in Hades, this is the essence of a lose/lose situation.
We recently heard of a hard working manager who, after assessing the cost for each of his business transactions, realized that each sale lost the company $261.00! If you are increasing the volume of your business, you must also increase your profit. Sounds simple, doesn’t it?
How do you accomplish it? Here are the top ten requirements for any business to remain profitable.
1. Customer Benefits – Word of mouth business is the most profitable. Do not be overly subtle and clearly express the extras that only your business can provide. How about special promotions for past clients? A festive seasonal lunch, a weekend get-away or gift certificates? Extra benefits are what customers buy and their perception of your benefits will decide your success.
2. Extra Value – In our culture, customers don’t want a fair exchange – they want a bargain. You should under promise and over deliver. People perceive successful businesses as delivering more value than they charge for their service. Make value an intrinsic part of your image.
3. Superb Service – Have you ever heard of service that was too good? Absolutely not. Clients like to be able to reach a personal cell phone or be able to contact members of the team. Courtesies such as answering the phone on the first ring, having an eight hundred number, keeping customers informed, and maintaining impeccable guarantees provide an essential feeling of security for your customer. When they know you will take care of all the details, they will return.
4. Know your Audience – Take time to create a client profile. As you cannot be all things to all people, consider whether price, quality or reliability is most valued. Then live up to these expectations.
5. Location – Make sure your marketing message is heard! If you advertise in the yellow pages, make your ad is distinct and central. Be certain to work with your programmer to place your website at the top of search engines. Only market in the area in which you work, otherwise you are simply wasting time and money. Consider a local newsletter outlining market conditions in your area with an insert of properties for sale. Make the best and most visible use of the marketing you use.
6. Convenience – Make it simple for the customer to communicate with someone who has definitive answers. Though you cannot be available twenty-four hours a day, seven days a week, be available as much as possible and find someone else to take calls when you are not able.
7. Innovation – Customers respect and trust businesses that provide the most modern technology. Email, voicemail, pagers and faxes are a minimum. Live chat, information sharing, lightning fast research and comparative information sites are better. One interviewed company implemented homefeedback.com. Highly effective, the site has generated additional business since its inception. Keep up with advances, educate your employees and sellers about any updates and always consider new Internet options.
8. Reliability – Your advice, your attention to detail and your follow-through are critical elements to your service. Ensure that your customer can rely on you and your company. Realtors, for example, would be well served to do daily home previews in order to do a better job of appreciating the advantages of various properties. This allows them to do a better job of handling incoming calls and the sellers appreciate the extra effort.
9. Planning – Are you in control of your financial destiny? Without a plan, you are subject to the fickle winds of fortune. Plan to monitor, influence and profit from change by creating strategies, and tracking profitability.
10. Communication – Perhaps you know that it is vital to have great communication between yourself and your clients, but what about the communication between yourself and your employees? Without clear internal communication, your employees will not have the benefit of your profitability plan which will seriously affect its usefulness.
Bear these ten strategies in mind while calculating your financial plan. Remember, more work ought to equal more money!
With a client list that reads like a Who’s Who of the real estate industry, Ken Goodfellow (Coach Ken) brings experience and a proven track record to all his clients. As the CEO and Founder of CKG International (www.ckginternational.com ) he takes great pride in the caliber of the program offered. His proven coaching programs are highly regarded among real estate professionals as the top in the industry. In 2005 Ken was given the prestigious Business Coach of the Year Award. On top of coaching Ken is widely known throughout North America for his interactive and hard hitting speaking style that keeps audiences wanting more. He focuses on how to make your business extremely successful.
Within his first year of being in real estate Ken became a top producer and maintained that level for five years. He then went on to build his own real estate company from the ground up, creating a firm that had 3 offices and over 150 agents. After achieving success with his business, Ken moved into the training business bringing all his experience with him.
With over 10 years in coaching, Ken is widely known for taking high producing agents and real estate companies to a level they never dreamed possible. www.ckginternational.com
How to Engage Online Visitors With Just Words
Thursday, October 11th, 2007Shhh…Don’t Spill the Beans
Remember when your mom used to warn you about telling family secrets? The same logic applies to writing copy for your website. Don’t feel obligated to put every piece of information about your business, your community or your listings out in the open where it’s easily seen. The reason? If you give viewers everything they need to know, what will motivate them to contact you? The Internet is an interactive medium; you want to offer enough information for potential clients to become interested in contacting you for more data.
There are several ways to accomplish this. One is to set up interactive contacts—tools that ask for the viewer’s contact data before releasing your information. Here’s an example: “Click here to receive my exclusive report: 10 things you must know before listing your home in Anywhere, Ohio.” Your web designer inserts a hyperlink in the sentence which leads to a page where the viewer lists his name and email address and then clicks on “continue” or “send me your report.” From there, another hyperlink leads the viewer directly to the listing guide, or you can choose to have it sent directly to the email he entered. Now you have a contact for your database and the viewer has the information he wants.
One caveat about asking for information from potential clients: keep your mandatory requests minimal. Most people will share their names and emails; many will balk if you ask for more data such as phone number, address or interest in buying or selling. You may insert a box for the phone number with an explanation that if the client wants you to call he can fill it in, but it is not required in order to receive the information. Also, be sure to clearly delineate a privacy policy stating that the information will be used only by you and not shared or sold to any third party.
Another method for capturing contact data is to hold a drawing. In order to enter, site viewers need to leave their names and email addresses thus establishing another contact for your database. Select prizes that can be used anywhere in the country since your site’s readers don’t necessarily live in your community. Gift certificates for nationwide chains (e.g. Target, Home Depot) are universally appreciated and provide the opportunity for a housing tie-in.
You may also want to develop an offer specific to your real estate practice. One of my clients promised to pay a certain dollar amount in relocation expenses to anyone who closed a transaction with her. Be sure to check your state’s laws regarding drawings and sweepstakes in advance. This information is usually available on your Secretary of State’s web site.
So, when developing your website, remember that the first two syllables of the word “Internet” should have you thinking “interactive.” Make sure your copy reaches out and asks for that interaction so you can build an active contact database to use in your marketing efforts.
Lois H. Feinstein produces powerful and compelling Web copy, marketing materials, newsletters and brochures for Realtors® and other business professionals. She is Chair of the Real Estate Virtual Assistants (REVA) Copywriting Guild and a member of the International Virtual Assistants Association, and has written for a number of magazines including 5280 and Denver Woman. Her business, I Can Do That!,
www.i-cando-that.com, is based in Denver, Colorado.
This VA Calls The Shots, You Bag The Results!
Monday, October 8th, 2007This Executive Level Virtual Assistant funnels life and corporate experiences into a high-powered, high-caliber business of her own, where she calls the shots!
If cream rises to the top in any field of endeavor, Lisa Morgan holds that elevated distinction, clearly demonstrating to clients and VA colleagues alike, how she achieves a formidable presence at the apex her career.
MR: In looking back at your past corporate jobs, please share some of your experiences with us. What positions did you hold and what tasks did you perform?
LM: Before starting my own business, I’d been providing executive level support for over 20 years; 16 of which were in the mortgage servicing industry. I’d worked my way up from Administrative Assistance to serving as an HR Liaison for a division of 300, a Business Reporting Analyst, then as a Business Analyst/Project Manager in our division. The skills I’d acquired on a corporate level in these roles have allowed me to provide a valuable service to my clients that weren’t typically available to small business owners.
MR: What contributed to your decision to start your own business as a VA?
LM: After several corporate restructures had occurred in a short amount of time, another was being proposed which would have changed my position to one that wasn’t in line with my career goals. It was then that I began considering starting my own business. In a large corporation, your efforts can become lost in a myriad of red tape, and what I really needed for my own sense of accomplishment, is to make a real impact in the growth and success of the company. As a VA, I knew that my knowledge and skill set would bring about a positive and immediate impact in my clients’ life and in their businesses. I’d been telecommuting several days a week for a few years, so I knew I was well disciplined in being able to operate my business in a home office environment.
MR: What is your particular specialty? How do you keep your skills honed and fresh for each client?
LM: I am an Executive Level Virtual Assistant. Because of my extensive business background, I’m able to take a high-level view of my client’s business, assess current business processes, help them define the direction they wish their business to take, develop and manage a plan to achieve them, and assist in developing best practices and documented processes. This oftentimes includes identifying, interviewing, and managing other virtual professionals whose expertise is needed to achieve these goals, ensuring the business is running smoothly.
Keeping my skills honed is an ongoing, every-day process. Technology changes every day, so I am constantly taking courses, speaking to product vendors, and review approximately 300 feeds related to technology, the real estate industry, small businesses, web development/SEO, and marketing in my Feed Reader each night to help me stay on top of what’s new. Additionally, I’m a member of SHRM (Society of Human Resources Management) and the AMA (American Management Association) to help keep me up-to-date on businesses best practices.
MR: How is an Executive Level Assistant different from a VA who sub-contracts work to other VAs, or whose company is comprised of a team of VAs?
LM: Many VAs do this, and it’s a smart business decision for them to focus on their core competency in the services they provide to their client, and to sub-contract work to others on their team who are proven specialists in their chosen niche. It really benefits the client to have a team of experts available to them, that’s what it’s all about!
There is, however, a real difference between those whose business model is structured in that way and an Executive Level Assistant. An Executive Level Assistant is one whose past career experience is one where they’ve held positions or have had formal education relating to strategic planning, business analysis, project management or in HR. The experience and knowledge gained in these roles is necessary to be able to provide the level of service involved in evaluating, planning for and implementing the growth of a client’s business, and is far more involved than managing a virtual team.
MR: Should a real estate agent hire an Executive Virtual Assistant first or after they already have several VAs working with them?
LM: It’s completely up to the agent and what they feel comfortable with! Some choose to bring in an Executive Level Assistant at the start so they can evaluate what’s needed, and bring in qualified team support, while others prefer to wait until the management of their team becomes full-blown and sometimes, overwhelming. The VA’s priority, from a time management perspective, is to free up the client’s time so they can focus on their own core competency (in real estate, specifically), instead of tying up their time with tasks we can perform; such as monitoring the individual tasks of team members, coordinating processes and helping team members to collectively reach project goals.
MR: What is the best part about being a VA? How has your decision benefited you professionally and personally?
LM: I think the best part of being a VA is that there is a truly supportive, wide network of VAs available to assist you with anything you might need help with or information about. I’ve yet to see any issue arise where a VA isn’t able to get an answer or a solution from at least one (more often, many) VAs willing to share their knowledge with others. This is extremely beneficial to those clients who partner with VAs, as the client now has extended resources available across the globe. The support VAs provide to one another is amazing, and makes me so proud to be part of this industry.
Personally, it is tremendously rewarding to help my clients achieve their goals in having the business they want, being able to do what I love to do every single day, and to own and run my business the way I want. A far cry from my corporate days!
MR: In conclusion, please talk about the difference between being a VA and working as a temporary, independent contractor for hire.
LM: A Virtual Assistant is a professional who provides services to their clients in an ongoing, collaborative capacity, whereas a temporary, independent contractor (aka a Virtual Consultant) is one who is contracted to perform project-based work on a one-time or occasional basis for the service you might need to have done.
MR: Thank you, Lisa, for providing concrete information about what defines the Executive Level Virtual Assistant and how drawing on past corporate experience and skill builds the framework for one’s own successful business.
Lisa Morgan
NAR REPA, PREVA, CRESS™
Master/Chair – Executive Level Management Guild
Virtuoso Business Solutions
Taking care of details, so you can take care of business.™
Site: http://www.VirtuosoAdmin.com
Office: (937) 399-2832 | Fax: (866) 244-8484
Specializing in Executive Management and Strategic Marketing
EDITOR’S NOTE: Lisa is one of my three personal Executive Level VAs who literally runs one of my business divisions and frankly keeps me very much on track 
)
Always remember to do a thorough due-diligence before hiring any kind of assistant. This interview is part of an ongoing series of VA profiles designed to help you find the perfect VA or VA team to help you get organized, profitable, and in control of your business.
(NOTE: Mr. Internet, his company and staff receive no compensation whatsoever from any third party vendors or service providers. Also any virtual assistant or consultant mentioned in this publication is not to be construed as an endorsement of their services by Mr. Internet or his company. Always remember to do a thorough due-diligence before hiring any kind of assistant.)
