Increase your Daily Contacts And Get Neighbors on the Move Today!!! 1
4 Parts To Every Sale 1. 2. 3. 4. Traffic Relationships Call to action Follow up 2
Ask Yourself Where Is My Bottleneck? 3
Agenda For Today Tyler Steenken – Bus Development üMindset üDaily Schedule üBranding üMoney Making Activities üCase Studies üScripting ideas üFollow up tactics üProduct Overview 2
Random stats…Did you know? • In most markets, 90% of the transactions are done by the top 10% of agents • Most peope spend 80% of their time on the activities that make them 20% of their money. • 8 out of 10 real estate agents are likely to fail within their first two years, Why?
What are your goals for this year? • • • Go from 10 to 20 transactions? One additional transaction per month? From 20 to 30? Over 50 - 100 transactions? Money goal? Higher Loan amounts!!! You need to be having MORE conversations about buying and selling real estate with people who already know you and continue building up this list with people who don’t.
Interviewing hundreds of agents over the year…this is what most told us: • Keep a daily schedule to manage your time • KNOW Your numbers (ie, 50 -70% of transactions came from Past Clients, 10 -20% from Expireds, 10 -20% JL/JS, etc. ) • Dedicate at least three hours in your schedule each day to prospect for NEW business (People you have NOT met before) to have at least 15 -25 conversations • Dedicate at least two hours each day for follow up calls (Utilize a CRM)
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Challenge For You! 9
Common Traits of Top Producers • Prospecting - Picking up the phone, do not confuse with marketing • Marketing - spending two hours printing labels, etc. (Someone can do this for you) • Accountability – use outside coaching programs, have accountability partners, etc. • Have daily, weekly, monthly and yearly goals • $2, 000 accountability check
“The Miracle Morning” by Hal Elrod
What does your day look like? What’s your purpose? Eric Jon Melnikoff’s Daily Schedule: 4: 45 am 5: 15 - 6: 15 am 6: 30 -7: 20 am 7: 30 am 7: 45 - 8: 15 am 8: 15 - 8: 30 am 8: 45 am - 12 pm ü ü ü ü Wake, pray, meditate, coffee Exercise Eat healthy breakfast Arrive at the office - download then upload phone numbers Role play w/mega agent (practice scripts & dialogue) Mindset (review yearly, monthly, daily goals, take inventory, watch one 3 -5 minute video) Lead Gen (Expired, FSBO, JL/JS, Lead Follow up) Make 25 contacts (this is a contact sport) Set two new listing appointments Talk to two new real estate agents (build profit share=15 in 1 st 11/01 ) Add six new people to my database (build my database to 5, 000 by 04/01) Preview one new listing BOH (know new inventory & meet agents) List one new property (close 107 units by 12/31/14) Book Mega Camp (be a better agent) Call mom & Jessica (family)
Case Study – Glenn Ross Keller Williams, Austin • • Prospects every morning from (9 -12 p. m. ) Monday - Thursday (sometimes switches to evenings). Starts with calling FSBOs and Expired listings where he can find a phone number. Calls around recently Just Listed/Solds. Goal: get 20 contacts/day = 100 contacts every week. Contact is anyone he is able to have a conversation with (15 seconds ). Goal: capture follow ups to add to his CRM for future follow up. Focuses on follow ups every afternoon from (12 -2 p. m. ). Business and Appointments (2 -5 p. m. ).
Case Study – Ron Windsor Century 21, Virginia • Prospects to people he has never met from (8 -11 am) every morning. (uses auto dialer to make 400 -500 calls). • Goal: capture email information and make an appointment • Follow-ups (11 am – 1 pm) – live calls w/out an auto dialer, creates folders that are color-coded to indicate prospect type. • Appointments (2 pm-6 pm) ü Focuses on neighborhoods with high turnover rates and also areas where 65+ crowd tends to live. ü Only uses Cole and a dialer – no other forms of advertising or lead generation and is on pace to do 50+ transactions this year.
Case Study – Ron Windsor • “Cold calls really catch a homeowner in the information gathering phase and to me, and most often, they’ll end up choosing me when they’re ready to take the next step. ” • Calling into neighborhoods doesn’t require a lot of money to get started. You aren’t competing with the other agents in town who are calling the Expireds and FSBO’s (and he will end up calling them anyways, just with a different approach). • Think old school tactics such as sending a handwritten thank you to someone after you have a conversation with them. “ My name is Ron Windsor with Century 21. I’ve seen several properties sell at listing price in your area over the last few weeks. I’m curious with the recent activity in the market, what are your future plans for your property? ”
Who can I reach out to that I don’t know? Reach out to neighbors through the power of: • • Just Listed / Just Solds calls / Walk the streets Open house / Walk the streets to tell the neighbors Geographic Farming We Have Buyers campaigns Keep in mind: • 12% of homeowners are planning to move within the next 12 months? (U. S. Census) • Nearly 70% of those sellers will ONLY interview one agent to list and sell their home? (NAR)
What’s the purpose of the call? “The biggest thing I learned about scripts is that you want to get 1 of 3 things out of the call, so by making the scripts geared towards those three goals makes it very simple to tailor the script to any situation” 1. An appointment 2. A referral 3. Contact info & permission to stay in touch Don Bass – Keller Williams Rivertown, MI 17
Just Listed /Just Sold “The possibilities of having new business by contacting people who don’t know you yet, that’s the power of Cole. ” Kristi Soligo Reece & Nichols, Kansas City Use a NEW LISTING as leverage to create conversations with neighbors! 18
Scripting Ideas: Just Listed Your Own Listing “My name is XXX with XYZ Realty. I’m sure you recently saw the For Sale sign at 2621 Sw 14 th St. I’m not sure if you know the owners Brenda and Dan Martin but they asked me to personally give you a call to see if you know of anyone who might want to move into the neighborhood. If you have any questions about the property, my number is…” ü I promised my client that I would call of the neighbors to see if they know of anyone who wants to move into the neighborhood… ü Whatever their house lists for and sells for DIRECTLY impacts the value of your home (because you are just down the street from them…)! ü Do NOT make it a sales call, make it an informational call 19
Scripting Ideas: Just Listed Someone Else’s Listing: “Hello, this is Don Bass with Keller Williams Realty. I'm calling the neighborhood today because your neighbors house at 123 Main St was just listed for sale. Are you familiar with that home? Great. It has 3 bedrooms, 2 full bathrooms and is priced at $219, 000. I'm calling for a couple of reasons. Who do you know that would like to move into the area? (No) thank you for thinking of that for me. And secondly, we know statistically that when a house goes on the market, 1 -2 more homes come on the market shortly after. Have you heard of any of your neighbors mention the possibility of selling soon? Great thank you for thinking of that for me as well. Have you thought about entering this great market that we are in? Would you be interested in knowing what your neighbors house sells for when it does sell? (Yes) great I will be happy to send that information to you. What is a good email address that I can send that to? Thank you so much and have a great day!” Don Bass, Keller Williams – Grand Rapids, MI 20
Regarding Open Houses “Wanted to share this video from an associate of mine, Eric Jon Melnikoff, prospecting with "Just Listed" calls, inviting the neighbors to an exclusive open house for his $1, 770, 000 listing at 102 Oval Rd. , Essex Fells, NJ. From this 15 minute session, he gained the buyer and is under contract representing BOTH SIDES! You'll notice (and he wants me to mention), he's not the most polished on the phone, so the moral of the story is. . . anyone can do this!” Nick Baldwin – Kelller Williams, NJ “Hi This is Eric with KW Realty. I’m just calling all of the neighbors of 102 Oval Rd, inviting them to an Open House tomorrow between 12 -1…A lot of times people in the neighborhood say ‘I have a friend who’s looking in (this subdivision). ’ I don’t know if you are familiar with this home. He’s done a lot of updates, completely gutted the kitchen…Do you know of someone who might be interested in buying something (in this subdivision…)? ” Eric Jon Melnikoff – Keller Williams, NJ 21
Scripting Ideas: Just Sold “Dan and Linda Martin wanted me to call you and share with you the good news. Their house just sold for 98% of asking price for $220, 000 after only 14 days on the market. As you know, as soon as one house sells, typically 2 -3 neighbors list their house soon after. If you have any questions about the selling process Dan & Linda went through, please let me know. My number is …” 22
Just Sold – around a sold property in your office “Hi, it’s Kimberly Harris with Real Estate One. As part of my customer service, I wanted to let you know that we recently sold a home in your neighborhood on X St for X amount of dollars. (Really? ) Yes! Our marketing created such a strong interest in your neighborhood that we are contacting you to see if you or someone you know are thinking about selling in the future. (No) What would be a good email to send future neighborhood updates to? Thanks for your time. ” Kimberly Harris – Clinton Township, MI 23
Goal - Build your Pipeline • Ask questions to create rapport, look for buying signs: ü What do you like about this neighborhood? Don’t like? ü Where are you from originally? What brought you here? ü How long do you plan on staying at your house? • F. R. O. G, Family, Recreation, Occupation, Goals • Capture contact information (email, cell phone, etc) • Take good notes to help build relationship during your follow up calls (kids, pets, hobbies, etc). • Follow up (Emails, phone calls, handwritten thank you’s). • DON’T MAKE IT A SALES CALL!!!!!!!!! 24
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Case Study – Ron Henderson Keller Williams, Kansas City North • • • Takes notes on every lead (ie, son graduating from high school next year…) Handwrites a thank you to each lead (whether they are moving in 2 months or 2 years) Uses a CRM to continue engagement – mails out 12 postcards throughout the year Personally makes a follow up phone call 4 times throughout the year, “I’ve seen a few homes recently sell in your neighborhood. Would you like me to send you stats on what they are selling for? ” He says he finds out that most folks do not have an agent they keep in touch with. By continuing to follow up, he gets them every time! 2014 stats – already has sold 96 homes with $19 million in sales
Geographic Farming Most people want to cast a really wide net but the reality is that you want to cast a small, narrow net. And be the one main thing for everybody within that net and community. Cole allows you to be able to gather that information and like an arrow, pinpoint who it is exactly that you want to go after. Engage them in meaningful conversations that are relevant to them and their community. Then grow in concentric circles from there. So once you own one neighborhood then you can move onto the next. “ Rob Chevez, Keller Williams, VA 110 transactions in 2013 27
Rob Chevez’s ZONE Method Z. O. N. E. stands for: – Zero in on your target market. (pick your area or niche) – Own the mindshare of that market. (through telephone calls, door knocking, direct mail, advertising, email, etc. ) – Network with people of influence in your target market. (attorneys, accountants, HOA board of directors, pastors, business owners, etc. ) – Engage the community in service. (make sure you give back to your community) 28
Farming - Build Your Brand Which neighborhood to pick? – Close to recent transactions and spheres of – influence? – The area YOU live in? – Where your kids go to school? – The neighborhood where your church is located? – Near a place you volunteer at? Start with one neighborhood…then two…then eventually perhaps a zip code. 29
Scripting Ideas: Farming “I use Cole Realty Resource to get phone numbers in a specific neighborhood, then go into my MLS to find market condition numbers. Next, I call neighborhoods with current market numbers. I start off by asking the homeowners if they have been keeping up with their real estate market in their area? (usually no) Then follow with questioning whether an agent is currently keeping them up-to-date with the market conditions? They usually say again, no one. I ask if I can provide that information for them. You will be surprised at how gracious prospects are for this. Then I start asking more open-ended questions including, ‘When do you think you might move next? Where? Why is that important? ’ Just dive in and start having great conversations! I use Cole’s all of the time and love it, I get great results calling. ” Kourtney Kuntz – Kara Moll Group 30
Scripting Ideas: Farming Ask Past Clients if you can call their neighbors and mention their name – “My name is Tyler with XYZ Realty. Your neighbors Andrew and Ashley Smithwho have lived at 5900 S 72 nd for a few years suggested I give you a call. They have been clients of mine for years. With the recent activity in your neighborhood, they thought I should call and introduce myself. ” 31
“We have Buyers” campaigns Calling into neighborhoods is a non-intrusive way to build your pipeline for 30 -180 day follow ups. The ultimate goal is to always be working 90 nurtures in my database. Traditionally, for every 30 nurtures that I am following up with, I can get one transaction. So I always want to be calling into neighborhoods so I can introduce myself to new people and start building relationships. David Mortiroso, DNA-Realty, Boston Leverage recent shortage of inventory as reason for call… 32
Aaron Wittenstein, Keller Williams, Westchester NY 33
“We have Buyers!” Tell their story… • “I have a great family with two school aged children who would love to get into Maxey Elementary… • “A client of mine is looking for a house in this subdivision so he can move his family closer to their in-laws…” • “Long time clients of mine are now empty nesters. Since their kids are out of the house, they can now move into their dream neighborhood. We are just looking for the right house to come on the market…” • “Our company always has clients looking in this neighborhood…. ” 34
We Have Buyers “Hello this is Don Bass with Keller Williams Rivertown and I am calling the neighborhood this morning, talking with all of your neighbors because as I'm sure you’re well aware, we have very low inventory right now. We have buyers that are looking to move into your neighborhood and there’s not really anything to show them. So I was wondering have you heard of any of your neighbors that are thinking about selling now or in the near future? (no) Great, thank you for thinking of that for me. By chance have you thought about entering into this great market that we are in? (no) Excellent, once again thank you for thinking of that for me. As a resident of this neighborhood I believe that you are entitled to know what is going on, would you like me to update you with sale prices that happen within your neighborhood? (yes) Great, what is a good email address that I could send that information to and I promise not to sell it to anyone and I will not bombard you with spam? I'll just send you an update every 4 -6 weeks or so. Don Bass – Keller Williams Rivertown 35
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February 2015 37
Jumpstart Your Sales: • • • 800 -3271 Yoursuccess@coleinformation. com 30% discount for “Make More Contacts” $395/year for landlines (retail $559) $1195/year for landlines+cells (retail $1699) Split into 3 -4 monthly payments 38
Adding cell phone subscription? “I subscribe to Cole’s cell phone service as a way to find people who no longer have a landline. I look up individual addresses to find phone numbers. Since I signed up three months ago, it has helped me get six listings. The first unpublished number I got resulted in a 10 k payday! I also use Cole to find landlines and Tracy Morgan The Morgan Group LLC cell phones in my farms (Just Listed/Solds, etc). ” 39
Adding cell phone subscription? “Cole Realty Resource has been awesome for my team, from lead generation to prospecting to marketing our listed properties. It has been so easy to use and training any new staff is unbelievably simple. In the past month alone, we have procured 5 listings just from calling the landlines and cell phone numbers of expired listings found on Cole Realty Resource. We also use Cole Realty Resource to create targeted mailing and calling lists, revolutionizing the way we advertise for open houses. ” 40
Cole Works “I started using Cole last year for Just Listed & Sold calls. When my coach suggested I move my prospecting up to a higher price point, I used Cole to target the neighborhoods…I have listed and sold four homes so far using this Bill Dallas, Prudential Tropical Realty system, two were double-sided. (The product is) easy to use and well worth the investment…” 41
Cole Works "I moved to Houston, TX after selling real estate in IL for 10 years. The move forced me to build my client list from scratch. I used Cole to call people around Just Listed/Solds and neighborhood farming in Lisa Flores Re/Max Southeast Sugar Land, TX general. I use information such as square footage, purchase date and additional intel to chat with prospects and strike up conversations. I’ve had my best year yet and it’s thanks in part to Cole for the accurate intel. ” 42
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