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Archive for marketing

training up stepsThis blog addresses another one of the 10 trends I’ve identified in the 5th edition of Up and Running in 30 Days.

This trend addresses segmentation: It’s no longer effective to market the same way to everyone. And, it’s no longer okay to try to appeal to all client segments. Even if you choose 3-5 segments, you must learn to speak to each in its own language.

This month, I’m featuring excerpts from this book. As a manager, read the thoughts on segmentation and ask yourself, “Am I teaching my agents how to identify their best markets? Am I helping them segment and market to that segment?”

{Click here to see the updates in my fifth edition of Up and Running in 30 Days.}

Now: Four Distinct Segmentations of Buyers

As a new agent, I know youa��re just concerned about finding someone who wants to purchase or sell a home! Yet, leta��s think past just that. There are now four distinct segmentations of buyers (meaning those who want to buy our services of buying or selling a home). As you think about these distinct groups, ask yourself, a�?How do I have to adjust my selling style, my technology, my communication, and my expectations for each of these distinct groups? Which groups will I naturally relate to?a�?

  1. Traditionalsa��those older baby-boomers who are retiring
  2. Baby-boomersa��getting ready for retirement, these folks make up the second largest buying population and have the greatest assets
  3. Gen-Xa��these folks have purchased first homes, but because of the housing bust, hadna��t been able to move up
  4. Millennialsa��(Gen Y) first-time home buyers, typically looking for affordable housing, such as condos, co-ops, and so on

In the National Association of Realtorsa�� 2015 report, Home Buyer and Seller Generational Trends, Gen Y (millennials) comprises the largest share of home buyers, at 32%. This trend will continue, as their large numbers combined with improving personal financial conditions will enable these buyers to move the market. Gen X has the largest share of first-time sellers at 68%. Read this report to see buyer and selling habits of these various a�?targeta�� (segmented) markets, and choose your markets carefully.

  • Positives: If you are able to adjust in the areas mentioned here, you can relate and sell to more people. To be successful, you must be flexible and sensitive to these differing needs and desires.
  • Watch out for: Dona��t try to lump all these needs into one. The average real estate agent is in his 50s; the average buyer is in his 30s. Also, minorities will account for many more clients in the future, yet minorities are a small part of the real estate community. In many areas, buyers are frequently more tech-savvy than agents (thata��s generally true in the Seattle area, where I live, because of MicrosoftA� and related businesses). Also, agents tend to work the market as theya��ve known it. They are relating to the past, rather than accessing trends and working the market theya��re given. Be sure to stay updated on where the market is going (your manager is a great source of this information).

* Big Idea: One size fits all is no longer applicable to real estate sales. Agents must specialize in each of the niches they want to serve.

do itHere’s the easiest, least expensive, and effective thing your agents can do to get business.

Having hired and trained probably hundreds of new agents, I know the myriad of questions they have. So, here’s the simplest, yet most effective thing you can teach your new agents (and your experienced agents) to do.

Herea��s the answer to the question, a�?What is the one thing I should do to get business?a�? Yes, people are always asking me that. I think ita��s because Ia��ve written two resources for would-be and new agents: What They Don’t Teach You in Pre-License SchoolA� and Up and Running in 30 Days . By the way, Up and Running was just published in its 5th edition!

Now, we know that becoming a skilled real estate agent isna��t just one answer. But, there is one thing new agents can do that requires

No skill

No experience

No money

Little time

And, this one thing will make you stand out from the crowd better than any other one thing you could do! What is it? Simply:

Write a thank you note (a real hard copy note, not an email)

Why?

Because manners and a�?thank yousa�� have gotten increasingly uncommon! You will stand out simply because youa��ve taken the time, thought about that person, and cared enough to writea��and put that stamp on it.

Write More Than One Note

Ia��m not going to tell your new agents to write a certain number of notes per day. You and your agents can set your standard (that means the minimum youa��ll do).

What to Say

Thank you. Thinking about you. I appreciate you. I used your advice. Herea��s something for you that would be helpful. I found the information you wanted.

Note to managers: This is also one of the strongest motivational tools you’ll ever have–writing notes to your agents with encouragement, thanks, etc. Do you do enough of it? Set your own goals now.

Big important sales principle:

Contacting people is simply finding an excuse to write, pick up the phone, or go see. Retaining salespeople is similar!

My challenge: How creative can you get?

Your agents are more creative than they think they are. Now, get them to sit down and think hard about 5 people they’ve started to work with, but need to contact now. What about them fits into any scenario for you to write that note, pick up the phone, or go see?

They are now using a�?advanceda�� sales techniques, and they already know how to do all of this.

Sales meeting tip: One of the managers I know actually has agents write these notes during a sales meeting, and brainstorms the reasons one could write a note.

Proof is in the Pudding

My first year in real estate, I sold 40 homes. Also, I sent more things in the mail than any other of the 30 agents in my office. Why? Because I wanted to create a a�?critical massa�� of people who thought I was wonderful. Yes, an agent can also do this with social media. But, you want to stand out. And, you will stand out much more if you write to one person than to many. After all, you are working with that one person who will pay you thousands of dollars. He/she is worth that special, individual effort! That’s the one thing your agentsA� should do to get business.

Managers: How are you making this simple tip work for you and your agents?

Up and Running_5e largerHelp Your Agents Get a Sale Much Faster!

Why not provide your agents a proven business start-up plan, along with hundreds of success tips? Check out the new 5th edition of Up and Running in 30 Days.

coaching for leadershipWant a no/low cost effective marketing method? Herea��s an inexpensive, yet very effective method to stand out from the crowda��writing articles to establish yourself A�as the a�?real estate manager of choicea�?.

We become managers because we love to succeed through others. Most managers thrill to track their agentsa�� developmenta��and recognize that at least part of those agentsa�� successes are attributed toA�the managers who support themA� So, great managers develop the skills of training, coaching, and consultinga��the methods they use to develop their agentsa�� careers.

However, ita��s not enough to have the skills. These managers must also help agents find them! In this blog, I explore an inexpensive, very effective method for managers to use to promote themselves. (It works, too for agents to promote themselves as experts effectively and inexpensively).

The Problem

You can have the best product or service in the world. Yet, if you dona��t let others know about it, the product or service doesna��t succeed. Ita��s the same way with managers. Too often, these same highly skilled, highly effective managers think that agents will, on their own, simply figure out that these managers are exceptional and join them. Not so. Unfortunately, many agents think that their success will be due to other factors such as:

The amount of good floor time given in a particular office–or Internet leads, or Relo leads–or any of those ‘reactive’ lead sources unscrupulous managers promise agents to get them to sign up!

The name of the company

The real estate market at the time

The amount of desk fee or commission structure

If any of these were true, the agents in that particular office would all be making the money of their dreams! We know thata��s not so. You know youa��re a great manager. You know youa��ve helped agents succeed at a high levela��fast. How do you promote this fact to hire more great producers?

Advertising And Public Relations: Do You Have Both in your Recruiting Strategy?

Too often, real estate companies and managers use a one-dimensional approach to recruiting. They look to institutional advertising only to recruit agents, just as they look to home advertising to find buyers and sellers. There are three concerns with relying on paid advertising only for recruiting:

1. The agent is over-communicated with todaya��everyonea��s doing it

2. The cost of mail and newspaper advertising is ever-increasing

3.A� It relies on the strategy that all managers are the same, ita��s just the company thata��s better

Revving Up your PR

Instead of spending so much money in advertising, and/or relying only on one type of marketing, expand your recruiting strategy to a different method of promotion: public relations (PR). Specifically, add to your recruiting strategy writing articles, getting them published, and using them for various recruiting tactics. You can use the same articles in your blogs. Why PR? First, it costs nothing except your time. Second, an article has a much higher a�?trusta�� level than an ad. Third, youa��ve got little competition. Fourth, you can use those articles in a myriad of ways to promote yourself:

In mailers

In your office entry a�?Book of Greatnessa�? *

*See the link below for the contents in a Book of Greatness

In your pre-first visit recruiting package

In your recruiting presentation

Click here to get your complimentary ‘how to’:

Create your recruiting Book of Greatness for your entry.

 

 

 

 

 

 

marketing you 3 DHow to ‘Market’ your Brand

How do you create trust? How do you differentiate yourself? How do you prove you really are what you say you are? In this market, everybody and their brother tells potential recruits and clients they are the best. You can’t afford to be one of the crowd!

This resource shows you, step by step, how to gain trust and differentiate yourself in a graceful, effective manner–a manner that’s comfortable for YOU. See it here.

 

dollar  markHere are more tips on using publicity for FREE marketing.

In an earlier blog, I gave you advice about how to create a steady stream of publicity as a recruiting and image-making tool. Now, Ia��d like to share a few more tips on writing articles or blogs.

From writing all those articles and blogs, here are the three most important lessons Ia��ve learned:

  1. A smaller topic is better
  2. Less ideas are better
  3. More examples are better

So, in about 400-500 words, you’ll only have time for one to three ideas and examples. Make the examples ‘real life’. Also, be sure your article is as perfect as you can get it before submitting. These editors don’t have time to work with any of us in extensive editing. The person who submits articles “ready to go” gets published much more often!

How to Find Appropriate Publications for Your Talents

Pick up your favorite real estate magazine or newsletter. See the kind of articles that the publisher likes. Note the length. Ask yourself: Why would my articles be a benefit to that publication? Then, contact the publisher for article specifications and submission policies. Youa��re on your way to standing out as an exceptional manager!

Make a list of hard copy and Internet-based magazines and newsletters. That becomes your a�?distribution lista��. Each month, I submit at least one article to my lista��all at once (your contact management program is invaluable to put your PR contacts in a field so you can communicate easily). I have a a�?templatea�� that I use, which points out the link to the article. In it, I point out the value of the article/blog to the reader. I ask the editor to include my biography with a�?hot linksa�� so readers can get the free documents I usually provide with each articlea��and can go to my website.

Make Publicity Distribution Really Simple…..

A new resource I just discovered: Recently, I signed up for an article submission service, so I could widen my scope of influence. Check out Submit Your Article.

Now, you are on your way to free publicity, a heightened image, and much improved recruiting, and it didna��t cost you anything!

Give me your tips on using publicity as a free marketing tool.

marketing you 3 DWant More Tips on Marketing YOU?

Why not optimize your personal ‘brand’ by marketing yourself more effectively? And, with methods that cost little or nothing? Here’s a great resource for you, Marketing YOU. Check it out!

many peole standing recruitingGrab this FREE recruiting tool: Publicity.

Do you want a free recruiting tool? Youa��re a real estate professional. You have limited advertising/recruiting funds. You want to recruit more. You want to establish your credibility as an industry leader. One of the best strategies is to write articles that get published, and use those articles in all of your marketing strategies. Here are the steps to follow to write articles that are valuable and that get published every time. The best thing about this strategy: It’s absolutely free!

The Process: Simple and Straightforward

Writing an article follows the same process composers use in writing a popular tune: It starts with the theme (A), continues with the middle, where you expand on the idea and example (B), and ends again with the theme. When Ia��m teaching my a�?Train the Trainera�? course, we practice this simple structure when we create training programs.

The Eight Simple Steps to Get Started

Here are the simple steps Ia��ve used over the years to create articles that have gotten published hundreds of times in major real estate magazines and newsletters:

1. Decide on who your audience is, so you realize for whom youa��re writing

2. Decide on the challenge (s) they have that you want to address

3. Jot down all the ideas you have about the challenges and solutions

4. Narrow the topic so you can zero in specifically on what you want to write about.A� The biggest mistake writers and teachers make is to choose too broad a topic for the time or word framework.A� For example, it’s difficult to write 500 words on how to create a team. You CAN write 500 words about why to create a team; or three strategic tips in creating a team.

5.A� Choose one to three ideas to discuss.

6. Arrange the topics in the order you want to discuss them

7. To expand on the ideas, present the idea clearly and then give an example. One commonality Ia��ve found among editors is that they want examples with the idea. Otherwise, the reader doesna��t really get the picture.

8. Close the article with the reiteration of your challenge and solution. Give your audience positive motivation to take action.

slide 1 Excerpts 2016 NAR profileDo your agents have what buyers value? Do you know what buyers value? Every other year, the National Association of Realtors does a survey of thousands of buyers and sellers to find out their demographics and their opinions on real estate agents. These surveys, I think, are well worth the cost of Realtor membership! Why? Because they give us valuable insights into what buyers and sellers think is important, and they give us third party facts to share with buyers and sellers.

I have used the results in these surveys in my listing and buyer resources, so that agents have proof of the claims they say are true. In the next few blogs, I’ll be sharing with you a few of the invaluable nuggets of information from the National Association of Realtors’ 2015 Survey of Buyers and Sellers.

Watch for the videos: In the next week, I’ll be making 2 videos explaining 19 big takeaways from this survey. I’ll post the video AND the PDFs of the videos so you can share them with buyers and sellers. A�I’ll show you how to use these statistics and facts in your presentations and help your agents be more effective.

buyer satisfactionHow satisfied do you think buyers are in specific agent skills and qualities?

Highest valued by buyers was honesty and integrity. That’s good news for newer agents, because honesty and integrity has nothing to do with time in the business and everything to do with your ethics and character.

What do you think buyers were most dis-satisfied with?

Negotiation skills! Why? It could be because agents promised more than they delivered. Or, it could be that they just aren’t very good at negotiating. How practiced are you? Have you taken negotiation courses? Do you have a goal to increase your negotiation skills?

How can agents (and managers) prove theyA�have the skills and qualities buyers want?

You Can’t Brag But You Need to Stand Out–How?

marketing you 3 DMisunderstanding how to make yourself stand out can cost you thousands of dollars. You know you need to differentiate yourself from the ‘pack’, but how and when?

What NOT to do: Never, ever try to put your testimonials, statements, or accomplishments within your presentation. It’s too late, and will just get in your way–and come off as bragging. Instead, follow the instructions in Marketing YOU. Share your talents and skills with potential buyers and sellers in the right way. See more here.

Managers: Order this month, and you’ll receive your own instructions on creating your ‘Book of Greatness’ for recruiting.

 

 

 

How many of your agents would you say are truly confident in themselves and their sales abilities? I’ll bet less than 35%! And, that lack of confidence means they won’t make lead generating calls, they won’t follow up, they can’t close, etc, etc, etc. So, what would you bottom line be like if you could increase your agents’ confidence levels? Here’s how to help your agents gain that confidence.

Work with them to ‘bring the rest of their lives into real estate’.A� If you have a new real estate agent, you know he/she is probably feeling he/she doesn’t know a thing! Or, if they are seasoned, they aren’t taking advantage of the skills and talentsA� developed in other parts of their lives.A� In a sense, they are ‘secret agents’, letting the client think that all we have are some real estate skills.

Help Them Recognize and Utilize all Those Life Skills They Have

Okay. We know the new agent has little experience in sales. So, it’s understandable that they don’t have high confidence.A� But, I’ll bet your new agents have life skills that, if they recognized them, noted them, and showed them, would help clients appreciate them AND dramatically raise their own confidence levels. Same with your seasoned agents.

Note: We in leadership need to do the same exercise. After all, agents choose us for what we can do for them–not what that great big, impersonal, giant corporation called the company will give them!

You Need High Confidence to Succeed in Sales

One of the problems with not using your whole life experience, is that it leaves us with a lack of confidence in real estate.A� Here’s an exercise I call Bringing your Skills and Talents to Real Estate Clients. Why is this important? When wea��re new agents, we think we know nothing. Wea��re constantly humiliated with our lack of knowledge, and inability to handle objections. We get so tired of a�?nosa�� that sometimes we forget that we are capable, honest, caring, responsible humans. We actually come into real estate with a whole adult experience of widely developed skills, qualities, and natural talents. These are much more useful to us than we give ourselves credit for. For us experienced agents: We fail to promote all those life skills we have gotten and we sub-consciously p ut to use in real estate. So, we sound and act like every other real estate agent people come across. That leads to less converted leads and less confidence.

Gaining That High Confidence and Promoting your Value

Let me give you an example. As many of you know, I was (and am) a musician since age four. But, when I went into real estate, I felt like I knew nothing! And, it is true I didna��t know anything about selling real estate. But, I carried with me many great skills into the business that in turn carried me to success fast. Can you guess what some of those skills werea��and are?

Had to practice piano 2-4 hours A� A� A� A� A� A� A� A� A� A� A� A� A� A� A� Tenacity

Put off mastery for years A� A� A� A� A� A� A� A� A� A� A� A� A� A� A� A� A� A� A� A� A�A� Persistence

Followed direction of a coachA�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A� Coach ability

Had to compete in performanceA�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A�A� Confidence

Show, not Tell

How could I show one of these traits that I had from all those years as a musician? Let’s take tenacity.A� Here’s the example and how I showed it:

In my first year in the business, I actually presented an offer and went back and forth, getting counter-offer after counter-offer. I ended up with 10 counteroffers–and the sale! I just never gave up, because I felt it was in the best interest of both parties to buy and sell from each other. In my Professional Portfolio, I showed that marked-up purchase and sale agreement with a note on how it happened and the outcome. How else could I share that quality? I could show testimonials from my clients in social medial, and in my Professional Portfolio.
Managers: Do This Exercise With Your Agents: Bring Your Skills and Talents to your Clients

Draw three columns. Name the first a�?skills and talentsa��. Name the second a�?benefits to clientsa��. Name the third a�?how/where to show clientsa��.

Now, list at least three skills and talents from your former business life. What about these skills/talents are benefits to clients? How would you show this? Where would you show this?

Enlist a Partner

If youa��re having some a�?mind blocksa�� on how and where to show these benefits to clients, enlist a partner to brain storm the possibilities with you. Once you start crafting these, youa��ll get much more excited about your ability to help peoplea��along with that confidence to expand your leads and help more people.

How to Get that ‘Believability

Clients believe what others say, not what we say.

Be believable.A� Show examples ofA� your traits and qualities. Get testimonials. Your confidence will soar and you will be able to serve your clients much better.

marketing you 3 DHow Believable are You?

If I were moving to your area, and had to choose an agent prior to getting there, how would you prove you’re the agent for me?A� My resource, Marketing You, has dozens of ideas on how to show and prove your worth to potential buyers and sellers. It shows you how to make a dynamic portfolio (your Professional Portfolio). Using the strategies here also helps clients accept your advice. It provides you great confidence. It helps you win more often. For $59.95 and instant access (everything is digital, nothing sent to you), why wouldn’t you invest in Marketing You? Find out more here.

 

letters mailHaving hired and trained probably hundreds of new agents, I know the myriad of questions they have. It’s difficult to prioritize what to tell them to do. Yet, there’s one simple thing they alredy know how to do, but probably DON’T do. And, this one simple thing will make them memorable to clients and potential clients.

Herea��s the answer to the question, a�?What is the one thing I should do to get business?a�? Now, we know that becoming a skilled real estate agent isna��t just one answer. But, there is one thing new agents can do that requires

No skill

No experience

No money

Little time

And, this one thing will make you stand out from the crowd better than any other one thing you could do! What is it? Simply:

Write a thank you note (a real hard copy note, not an email)

Why?

Because manners and a�?thank yousa�� have gotten increasingly uncommon! You will stand out simply because youa��ve taken the time, thought about that person, and cared enough to writea��and put that 44 cent stamp on it.

Write More Than One Note

Ia��m not going to tell your new agents to write a certain number of notes per day. You and your agents can set your standard (that means the minimum youa��ll do).

What to Say

Thank you. Thinking about you. I appreciate you. I used your advice. Herea��s something for you that would be helpful. I found the information you wanted.

Note to managers: This is also one of the strongest motivational tools you’ll ever have–writing notes to your agents with encouragement, thanks, etc. Do you do enough of it? Set your own goals now.

Big important sales principle:

Contacting people is simply finding an excuse to write, pick up the phone, or go see. Retaining salespeople is similar!

My challenge: How creative can you get?

Your agents are more creative than they think they are. Now, get them to sit down and think hard about 5 people they’ve started to work with, but need to contact now. What about them fits into any scenario for you to write that note, pick up the phone, or go see?

They are now using a�?advanceda�� sales techniques, and they already know how to do all of this.

Sales meeting tip: One of the managers I know actually has agents write these notes during a sales meeting, and brainstorms the reasons one could write a note.

Proof is in the Pudding

My first year in real estate, I sold 40 homes. Also, I sent more things in the mail than any other of the 30 agents in my office. Why? Because I wanted to create a a�?critical massa�� of people who thought I was wonderful. (And, I just like the feelings one gets back from a ‘thank you’.) Yes, an agent can also do this with social media. But, you want to stand out. And, you will stand out much more if you write to one person than to many. After all, you are working with that one person who will pay you thousands of dollars. He/she is worth that special, individual effort! That’s the one thing your agentsA� should do to get business.

Let me know how this one simple thing works for you!

smallest 365_leadership_logo365 Leadership Gives you 12 Great Strategies to Motivate All Year!

It’s not enough to be a ‘maintenance’ manager today. You’ve got to get ahead and lead. But, how do you possibly take time to lead when you have all those other jobs! You take advantage of 365

Leadership, which provides you a leadership strategy for each month of the year. All the forms, information, and guidance you need to put these proven strategies to work!

“I thought the webinar yesterday on recruiting was outstanding. Thank u so much for such an organized and valuable session.a�?
Linda Argo, Virginia Cook Realtors

a�?I feel like I am going to get help in what and how I need to manage the office and 24 agents that I am responsible for. Thanks to Bill for getting me in touch with you Carla.a�?
Sandy Wells, Charles Burt, Realtors

Read more here.

 

 

Arturo's CB officeHow recognizable is your ‘brand’? Are you spending lots of marketing dollars and not seeming to be able to increase your brand recognition?

Do your agents have a certain method of working? Would a client be able to recognize your agent apart ‘from the crowd’?

Studies show consumers think all agents are the same. In fact, they don’t have a very high opinion of them! Branding yourself and your agents as different would be good for your bottom line, don’t you think?

That’s just what this award-winning Coldwell Banker company in Mexico has done. This picture was taken of Coldwell Banker Bienes Raices at a presentation I gave to Coldwell Banker Mexico in Mexico City a few months ago. See how they are all wearing businesslike, grey/black attire.A� (That’s just me messing up the continuity in the red). That really sets them apart. The owners of the franchise office, Arturo and Erika Martinez Batiz, work hard to systematize how they all work. One of their ‘branding’ efforts was that they all decided to wear ‘uniforms’. They have several business dress ‘uniforms’ that really stand out from the rest. There were about 400 agents at this presentation, and this Coldwell Banker company garnered many of the awards. And, they obviously had great pride in each other and each others’ accomplishments. They were a real team, and a pleasure to work with. (They even sat in the front rows and paid close attention–a way to a trainer’s heart, of course!).

If You Didn’t Know your Company, What Would Be Your First Impression?

When I speak somewhere, I always have first impressions of the agents in the room. Without trying to, I’m asking myself questions, like

Are they well-groomed? Are they sitting at the front of the room? Are they attentive? Are they courteous? Do they seem to be dedicated to their profession? I can pretty much come to some good conclusions about the success, dedication, and professionalism of my group in about 3 minutes in front of them!

Things That Shout First Impressions, Even If You try to Squelch Them…

  • Dress
  • Car
  • Attitude
  • Posture
  • Organization of first presentation
  • Attentiveness and curiosity/concern about the other person

How many of your agents are part-time? Don’t have data-bases? Don’t return phone calls or emails? Don’t better themselves with education/training? Aren’t ready to give organized presentations at any time? Don’t enjoy much success? All those things are speaking louder about your brand than you can fill in with words.

FOTO PREMIACION 2013(2)

Here’s another picture of the agents in this award-winning office, at the awards ceremony. They really stood out because of their consistency visually–and their consistency of professionalism!

Do a ‘brand review’. How can you increase the recognition of your brand? What are you saying about your brand that is not recognizable? How can you improve it?

 

logoGet Your Agent a Scholarship for the new Up and Running in Real Estate Program

Enter one of your agents to winA� a scholarship to my new Up and Running in Real Estate program. This program is online, so agents can start at any time (no downtime until training starts!). To find out details, check out my Facebook business page, ‘like’ it, and have your agent complete the scholarship application. I want to kick off the program with worthy agents who will benefit–and make a lot more money as a result!

To enter: Must be under 2 years in the business, full-time. Three lucky scholarship winners will be named June 1. Apply now. Scholarship entries must be in by May 31.

By the way, you’ll receive a full scholarship, too, as that agent’s coach, and get entry into the Coaches’ Corner. Click here to find out more and enter.

 

letters mailHaving hired and trained probably hundreds of new agents, I know the myriad of questions they have. So, here’s the simplest, yet most effective thing you can teach your new agents (and your experienced agents) to do.

Herea��s the answer to the question, a�?What is the one thing I should do to get business?a�? Yes, people are always asking me that. I think ita��s because Ia��ve written two resources for would-be (this book will be out with all -new material and a new name, What They Don’t Teach You in Pre-License School) and new agents: Up and Running in 30 Days. Now, we know that becoming a skilled real estate agent isna��t just one answer. But, there is one thing new agents can do that requires

No skill

No experience

No money

Little time

And, this one thing will make them stand out from the crowd better than any other one thing you could do! What is it? Simply:

Write a thank you note (a real hard copy note, not an email)

Why?

Because manners and a�?thank yousa�� have gotten increasingly uncommon! You will stand out simply because youa��ve taken the time, thought about that person, and cared enough to writea��and put that cent stamp on it.

Cost an Issue?

New agents don’t have money, but they have time. Cost here, is not an issue! I can’t think of any excuse an agent would have to writing those notes!

Write More Than One Note

Ia��m not going to tell your new agents to write a certain number of notes per day. You and your agents can set your standard (that means the minimum youa��ll do).*

What to Say

Thank you. Thinking about you. I appreciate you. I used your advice. Herea��s something for you that would be helpful. I found the information you wanted.

Note to managers: This is also one of the strongest motivational tools you’ll ever have–writing notes to your agents with encouragement, thanks, etc. Do you do enough of it? Set your own goals now.

Big important sales principle:

Contacting people is simply finding an excuse to write, pick up the phone, or go see. Retaining salespeople is similar!

My challenge: How creative can you get?

Your agents are more creative than they think they are. Now, get them to sit down and think hard about 5 people they’ve started to work with, but need to contact now. What about them fits into any scenario for you to write that note, pick up the phone, or go see?

They are now using a�?advanceda�� sales techniques, and they already know how to do all of this.

Sales meeting tip: One of the managers I know actually has agents write these notes during a sales meeting, and brainstorms the reasons one could write a note.

Proof is in the Pudding

My first year in real estate, I sold 40 homes. Also, I sent more things in the mail than any other of the 30 agents in my office. Why? Because I wanted to create a a�?critical massa�� of people who thought I was wonderful. Yes, an agent can also do this with social media. But, you want to stand out. And, you will stand out much more if you write to one person than to many. After all, you are working with that one person who will pay you thousands of dollars. He/she is worth that special, individual effort! That’s the one thing your agentsA� should do to get business.

*In my new online program, Up and Running in Real Estate, I have asked agents to write at least 15 notes per week. Why? Low-cost, high impact–great habit.