Michael Sheargold michael

michael-sheargold-real estate-coaching-training
Oct
08

Stellar Seller Frames

So you’ve listed the property and you’re on the same team as your client, nothing more to do now but sell and get a result, right?

I’m glad you’re thinking no, well at least I hope you’re thinking no! Sure, a considerable amount of pressure has been lifted however you have opened up a whole new task in the form of campaign management.

Remember it’s not only the result that matters here, it’s the journey.

Get it right, and all of a sudden you create a raving fan for life. Get the journey wrong and (even if you get the pricing result) you will fall short of meeting expectations of providing an unforgettable client experience.

Below are 10 points which I believe will enhance your continued conversation with your clients and help build the momentum you need throughout your campaigns. The 10 Steller Seller Frames will do much more than create a tongue twister, they’ll help you provide your clients with a selling experience to talk about.  

10 Stellar Seller Frames

  1. Setting the scene

Prior to listing the property you were meeting your client on a very different level so now it’s time to re-set the scene. It is likely your client will not remember everything from your listing appointment so take the time to clarify their expectations. In this meeting you will need to come up with a plan for the best way you can work together to achieve your goal of getting the maximum price. Things you may cover this this meeting include:

  •        Communication – how they would like to be communicated with
  •        Offer/auction process
  •        Buyer questions – typical things that will be asked
  •        Open home schedule
  •        Feedback – how they would like to receive feedback.
  1. Consistent feedback

The key to any successful relationship is communication – clear and frequent! Potential ways to communicate with your clients include:

  •       Weekly reports
  •       SMS
  •       Daily calls
  •       Video updates between open homes
  •       Face to face meetings

It’s important to get the mix right here and it will change with every client so be adaptable! 

  1.  Activity review

As part of your communication with your client, ensure you provide regular market updates. This is particularly important during a slowdown in the market. By providing a simple marketplace review you can alleviate any client concerns and provide them with a greater understanding of the market their home is competing in.  

  1. Time blow out

Air any time-blow out concerns with your client in terms of negotiation power shifts.

  1. Evidence

The more evidence you provide will boost your clients’ confidence in your capabilities.

  •       Case studies
  •       Sales results
  •       Media articles – have it in your mix what the media is saying about the market.
  1. Price feedback

This is a moving part and the conversation you need to have will be dependent on how the campaign is tracking.

  1. Buyer feedback

Have a clear buyer feedback mechanism.

  1. I’m on your team

Reiterate to your client that you are on their team and you want to sell their property from the highest point the market will pay.

  1. Offer process

Discuss the keep price – i.e. the price when it is more value for your client to keep property then sell it to achieve their goals.

  1. Goals review

Here we need to look at the goal of the goal. For example if your client is moving they are going to be more focussed on that than anything else. Step in to their shoes and help them in any way you can.

The Stellar Seller Frames are an important framework underlying your sales campaign. The list provide you will a lot of opportunity to capitalise on the sales process and create a sales experience like no other. For further information please call  the team on 1300 273 785. 


michael-sheargold-real estate-coaching-training
Oct
08

Standing out Online: Social Media 101

Social media has fast become a powerful tool for businesses operating in a society that largely handles business online. According to a 2018 Sensis social media report almost eight in 10 people (79%) now use social media. Key factors driving this trend are increasing mobile access and older use adoption, so rest assured this is a figure that will continue to grow.  

The Real Estate industry as a whole, I believe, have a long way to go to capitalise on the role social media plays in consumer communication. Many business owners I talk to say they simply don’t “get” social media. My response is: you don’t need to know how it works, just utilise it in a way to build momentum and effectiveness. It is easier than you think.

Visibility creates credibility

What are you currently doing from a social media point of view? Don’t be embarrassed to say nothing – you’re certainly not alone! But by the end of this article I want you to be open to creating a social media plan – something you can implement this month. It’s no longer an option not having visibility in this space because it is likely that some of your customers will want to get information from you and about you via a social network.

So buckle up and enjoy the social media ride that is taking the world by storm.

Understanding social media

At a basic level, social media can be understood by knowing the channels, dos and don’ts and learning the language of the platform. Here’s a snapshot of each:

  1. Top channels of social media
  •        Facebook remains the largest social media channel with 94% of social media users on the platform.*
  •        Visual Platforms continue to grow in popularity, with Instagram seeing a 15 point jump in users from 31% t0 46%*
  •        18% of social media users use LinkedIn*
  1. The dos and don’ts of social media.

Dos:

  •        Use a Mix of professional and personal updates, 4-7 times per week
  •        Engage with your followers (like, comment, tag, share information)
  •        Provide value with images, articles, market knowledge

Don’ts:

  •        Rant or be negative
  •        Overshare personal information
  •        Ignore comments and likes
  •        Use bad grammar
  1.  Mastering the language

Remember it’s social media, not business media so anything you post should reflect that. Other terms you need to be across:

  •        Like – I enjoyed your content
  •        Status – allows you to post updates
  •        Tag – identifies a person

Social media strategy

A social media strategy defines how your organisation will use social media to achieve its communications aims, and the supporting platform and tools needed to achieve this. It can be broken down in to five main focal points:

  1. Establish goals
  •        What do you want to get out of social media?

–        Deepen existing relationships?

–        Highlight your competencies?

–        Stay on top of mind?

  1. Narrow your focus – pick two or three channels to master. As a minimum I would recommend focusing on Facebook, Instagram and LinkedIn.

  2. Develop a content plan
  •        Create a repository of content that:

–        Provides value

–        Encourages engagement

–        Builds trust

  1. Schedule/interact/monitor
  •        Set aside 10 minutes every morning and afternoon for social media
  •        Set a goal – engage with one person each day on a social media platform

  1. Track and measure how you’re going
  •        Take time to look at your reach, engagement and growth per month

Social media has tremendous value for anyone looking to build awareness of their business, foster prospective customers and establish themselves as an expert in their industry. For further information about how you can make social media work for your business or to request a copy of our Social Media Strategy Guide, contact the team on 1300 273 785.

https://www.sensis.com.au/about/our-reports/sensis-social-media-report


michael-sheargold-real estate-coaching-training
Oct
08

The future of real estate: consumer choice and customer experience

Having worked in the real estate industry for more than 20 years, Leanne Howard knows a thing or two about the importance of customer experience (CX). In her current role as Head of Growth and Client Engagement at RERN, Leanne has provided valuable insights in to the future of real estate and the role CX will play in the industry.

I sat down with Leanne to find out more.

The real estate industry has faced heavy criticism in the past when it comes to creating good client experiences, why do you think that is?

I really think it all comes down to being able to offer consistency. As an industry we are not traditionally good at that. A client’s experience is very much dependant on either the agent or property manager they deal with. This means it can vary from brand to brand, office to office or agent to agent. I’m yet to see a real estate brand that offers consistent, exceptional on-brand experience which astounds me given the cost of poor performance can be considerable!

What is the cost agencies will pay by not offering exceptional service?

In a nutshell loss of income – from sales, from referrals and from management fees.

A 2016 study conducted by CoreLogic found that 62% of tenants would never recommend their agency and 39% of landlords would not sell through their agency. Here you have both sides of the client base saying they would not use or recommend their property managers services. These stats are, and should, be really concerning. We’re talking about more than $3.5 billion in commissions that are up for the taking so we have to take that extremely seriously. We need to do better.

Do you think CX is an area that franchise owners are seriously why/not?

I think more and more business owners are understanding that people don’t put up with bad service anymore. Moreover, they are seeing the benefit of offering exceptional service to clients. The emergence of low cost competitors have prompted everyone to look at their offering more closely.  But what we really need to aim for is creating a consistent customer journey, not just a once-off great experience. You want your brand to strive to be like an Apple, Disney or Four Seasons – not matter where you go you will experience a consistent customer experience with these brands. No one in real estate is doing this yet.

So, what can business owners do to become more like an Apple or Disney?

  1.  Map out a journey: from initial contact right through to post transaction. What does the journey look like for your clients?       How do you make it easy for them to work with you? How do you surprise and delight them at every point in that journey? Most importantly, how do you show consistency?
  2. Benchmark: look around. Who is setting the benchmarks in the industry? Who are doing the best opens? Settlement gifts? In-office? Find out who is the best of the best and then make that your new standard.
  3. Show empathy: in real estate you are dealing with someone’s biggest asset. It’s their home, their shelter and the safest place in the world for them so it’s important to understand that. How in the customer journey do you acknowledge and show empathy towards that?

Two great examples:

Di Jones: Every customer who sells or buys through Di Jones gets eight hours of free packing with a packing company. A fantastic example of how they have looked at the pain point (of moving) and created a solution to make the journey easier for their customers.

Harcourts: When people buy a home one of the first things they want to do is show it off to family, friends of even get a few trades in. The challenge with this is that there often is a 6-8 week settlement period and most agents won’t give you access to the home. As part of the vendor contract, Harcourts now include a provision that allows the buyer a three hour visit to the home in the first two weeks after exchange!

Those are the sorts of things that are making things easier and creating memorable experiences for clients.

What us the best way to train your staff to provide exceptional service?

I would say rather than training, the most important thing you can do is work with your team to design the client journey. Look at all of your touch points, how do you enhance these? Some of the solutions will be automated and some will rely on support staff or agents but ensure everyone is across what their role in the journey is.

I would also suggest to have a list of office promises i.e. this is what we always do with clients, this is what we never do. Include in that a ‘no negotiable’ list – i.e. we always return calls or emails within 24 hours.  

How can agencies track their success in CX?

There are multiple ways to track your success in the CX space.

  •        Repeat and referral rates give you a great indication of how well you do
  •        For property management you might look at the longevity of the client and repeat or referral business
  •        Adoption of other services ie loan services, property management
  •        Net promoter score system ie Real Satisfied – a survey is sent after every transition for instant feedback
  •        Online comments or testimonials

In addition to all of those measurement tools, I am a huge fan of creating an advisory board. Gather current or previous clients together once or twice a year and find out from them how you can do better.

 For further information about the direction of CX the vital role it could play for your agency, contact the team on 1300 273 785.

 


michael-sheargold-real estate-coaching-training
Sep
26

Strategising You Inc.

In today’s business world, everyone is under pressure to get more done, to work more efficiently and increase productivity.

But how do we make sure we are getting the best “bang for our buck” when it comes to our own productivity? The answer is not to work more, rather work more intelligently and to put strategies in place that are designed to achieve more with your time and resources.

In other words: we need to Strategise You Inc.

Where do we start?

We are all familiar with the 80:20 rule in terms of results and activities whereby 20% of your activities will drive 80% of your results.

The issue I see with this concept is that often we focus on the lower value activities and put off the bigger or more important activities. Doing this time and time again will not produce the right result. Instead, I believe we need to add time in to the mix.

Afterall besides energy, time is the single most important thing you can put in to your business.

If we mix the equation around and put 80% of our time into the 20% of activities that produce 80% of our results,  all of a sudden you are looking at a far more effective strategy that could make a real difference to your productivity.


80% Time = 20% Activities = 80% Results


Results Profit Zone

We can also start to incorporate this new shift of thinking in to our results profit zone. The results profit zone is underpinned by the idea that the more dollar productive you are, the better results you will produce. Traditionally agents would immediately bring this back to listing and selling. But what if we shifted our thinking to managing our pipeline and generating leads? I feel like I need to insert a footnote here! I’m not suggesting listing and selling aren’t important, but with the right mix of dollar productive activities and appropriate measures in place, listing and selling should naturally flow. What I am saying is that if you also dedicated some of your time to pipeline and lead generation, all of a sudden the increased number of qualified meetings and potential listings will be there for you to capitalise on. It’s food for thought.


Short-term $ producing activities vs medium-term

Working more dollar-productive hours are critical to boosting team productivity. Sometimes the success of these activities is dependant on the market. For example, if the market was in momentum some agencies could manage by only undertaking short-term dollar producing activities such as:

  •      Listing appointments
  •      Buyer/seller calls
  •      Seller meetings
  •      Open homes
  •      Private showings
  •      Auctions
  •      Negotiations

These activities all rely on keeping commitment to people so are much easier to achieve. On the other hand, when the market is not in momentum (such as now), medium-term dollar producing activities become more critical.

These activities include:

  •      Training and role playing
  •      Prospecting
  •      Networking
  •      Nurturing

With these activities, results are not always obvious instantaneously but will certainly get you moving forward and with momentum down the track.


Strategising You Inc.

The most important thing to remember when formulating a strategy to boost your productivity is that you need to measure productivity in terms of how much you accomplish – not how busy you are.

hile there are certain activities we must do each day if we want to be successful in business, it is also good to think outside the box and take a longer-term sustainable view as opposed to a short-term fix.

A great line I like to use that I believe perfectly sums this up: “Don’t freak out when you haven’t got a listing, get excited when you have 10 in your pipeline”!

For further assistance in creating your productivity strategy contact check out Drive Performance – www.driveperformance.com.au

 


michael-sheargold-real estate-coaching-training
Sep
25

Moving with Momentum


On the sporting field we often talk about teams gaining momentum and by that we usually mean they are on a winning streak, unstoppable even.


The same rings true in business.

When you have team momentum, everything seems to be in great working order, targets are met, employees are productive, customers are happy and spectacular results are realised.

So how do you create momentum in your business?

And, perhaps more importantly, how can you measure its success?


Creating Momentum

In any industry businesses are faced with external and internal market factors. External market factors are things that we need to be aware of, but ultimately are out of our control. Internal market factors are things we can (and should!) have some influence over. Real Estate is no exception.

In order to gain momentum, it is imperative that you have clarity around what it is you are trying to achieve. Lack of clarity leads to confusion and a confused mind? Well, it stalls. Not from laziness or lack of skill, just because it doesn’t know which direction to head.

To capitalise on what you can control and propel your business forward, you need:

  1. a) a clear and concise strategy
  2. b) to know what your workload looks like and;
  3. c) know exactly what you need to do to focus on your role.

Once you have clarity around these three areas, you will find it much easier to gain momentum in your work and ultimately in your business.


Measuring Momentum

In the past, real estate agents have fallen into the trap of measuring their level of momentum using a simplistic formula: What did I list and what did I sell?

While these are important momentum indicators, the concept of momentum is so much more than that.

My suggestion is to create 3-5 momentum indicators that you can apply to your work. If you regularly achieve these indicators, you will know that you are on an upward trajectory.

Two great examples include:

  1.     Have I had three qualified face to face meetings with qualified buyers/sellers per day? If you can say yes to this, that is a total of     15 for the week – a huge momentum indicator!
  2.     If someone were to come and ask you for your next 10 listings, could you provide them straight away? Not three, but 10?!

Momentum indicators are a really important tool that will help you and your team focus on what is important to keep the business moving forward.


Another practical exercise you can adopt to ensure greater momentum in your business is to apply the 5 E’s – energy, empathy, expertise, enthusiasm and effort.


These five areas are critical to achieving that renewed sense of energy and productivity.

  • Energy – people buy your energy so don’t store it, use it.
  • Empathy – step in to your clients shoes. Understand what they are trying to achieve and their associated feelings and work out how you can play a role in easing any pressure.
  • Expertise – ensure you have unparalleled insight and expertise. The two times you are going to be asked to demonstrate this will be in listing and pricing. How are you going to showcase your skills in these areas to stand out from competition?
  • Enthusiasm – different from energy. Energy is what you bring to play. Enthusiasm is how excited are you to bringing this property to market? Clients will judge you on this.
  • Effort – there is no point in having the energy with no effort behind it.

Momentum is the key to success of any business but it doesn’t happen by chance. It requires an application of process, planning and commitment.  

For further information on how you can enhance your business through momentum, see Drive Performance.

 


michael-sheargold-real estate-coaching-training
Aug
06

How to future-proof your business

One of the biggest challenges faced by businesses today is the ever-changing nature of markets. The Real Estate sector is no different. People and houses are always entering and leaving the market. The inventory of available homes is always changing. The market is always changing. As a business owner, the single most important thing you can do is create a business that is able to adapt and thrive in the wake of these changes.

The greatest enemy of most organisations is “the way it’s always been.” If your company is held back by inertia you will be soon eaten up by faster and more nimble competitors. How do you as a leader combat this? What are you doing that makes your organisation different? And how do you sell this differentiation as a value proposition for your clients?

Three key areas of focus to help combat inertia:

  1. Turn your business in to a learning organisation. And by that I don’t just mean articulating a clear vision, giving employees the right incentives, and providing lots of training. You need to go beyond this and develop a business that fosters knowledge sharing, idea development, learning from mistakes, and holistic thinking.
  1. Improve the quality of your relationships. Building good relationships within and around your business and beyond is fundamental to the success of your organisation. It has been said that you can never have too many friends. The same goes for customers, clients and partners. Nurture these relationships and create raving fans.
  1. Become more dollar productive. Every single role in your organisation should be able to attach 80% of time on revenue producing activities. It can be a scary exercise when you get each employee to record their dollar productive hours against their other “work”. Try this with yourself today and you might be surprised with the results.

Overcoming inertia is just the tip of the iceberg when it comes to creating a successful organisation. Charles Darwin once said: “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”

Three words I want you to consider: Adaptably. Responsiveness. Flexibility.

Think about these in context of your business and how do you think: a) your business rates, b) your staff rate and c) you rate as a business leader in relation to these areas.

As the business leader you play a key role in making sure you put the systems, people and polices in place to be adaptable, responsive and flexible. It is what is going to set you apart and give you the competitive edge you need to propel your business to the next level. Where do you start?

No doubt you have heard the term Customer Experience or CX. It’s not a marketing buzzword or phrase. It’s a genuine game changer and it starts with your team. Before you focus on what your customer’s experience is, I want you to think about your staff experience or SX.

Be that agency that people want to work for. Create an environment that allows your staff to enjoy and excel at what they do. Create raving fans internally. I can guarantee that a good SX will ultimately lead to an unbeatable CX. If you get the mix of SX and CX right, your level of momentum and goodwill will be a lethal combination.

And finally, take the time to consider how you are as a leader. Are you adding value? Are you a passionate advocate for changing the way your team works for the better? What changes do you need to make to ensure you are continuously evolving your business?

It’s not easy to navigate your way through ever-changing market conditions. The upcoming Business in Real Estate Conference is a valuable way to benchmark your business and identify areas in which you can improve your performance in the face of changing markets. The focus of this event is to help you evolve, develop and take your business forward.

I hope to see you there but in the meantime, please feel free to reach out to our team to discuss how we can help you to keep reaching, keep adapting and keep growing your business.

Remember that the first step is the hardest. Once you’re moving, just keep going.


michael-sheargold-real-estate-coaching-training
Jul
27

Thinking ahead…what’s your 3 year plan?

Real Estate expert Michael Sheargold takes us through the ins and outs of having a three year business plan.

If you fail to plan…you are planning to fail – the words of Benjamin Franklin ring true to this day. Yet, time and time again I come across business leaders in real estate who struggle to make the transition from having a short-term view on their business to a much longer-term view with adequate planning for the future.

Changing this mindset in our industry is one of our greatest challenges but as a business owner it is one you need to overcome. After all, if you as the leader don’t have a long-term view of your business, by default your team won’t either!

So where do you begin? Having three year business plan that underpins your operation is a great start. Why three years? Put simply, people tend to overestimate what they can do in one year and underestimate what they can do in five, so three years is the perfect compromise.

Your three year business plan should clearly lay out the long-term milestones that are most important to the success of your business and should contain five key components which we will explore in detail below:

  1. Vision: sometimes called a picture of your company in the future. You vision statement needs to provide clarity on where you are heading and ultimately what you want to achieve in your business. 
  2. Growth strategy: what is your strategy aimed at winning larger market share? Consult with your business coach, partners and staff to determine where you want to be in your market and devise a strategy as to how you can get there. 
  3. Targets: anything you want to target over the next 12 months. The list can be wide and varied from an increase in listings, focus on recruiting or achieving training objectives. 
  4. Values: should support your vision and guide everything your employees do at work. Your organisation’s workplace values set the tone for your company’s culture, and they identify what your organisation, as a whole, cares about. It’s important that your people’s values align with these. 
  5. Upgrades to make this happen: what changes need to be made, what upgrades need to be implemented and what training needs to be integrated to make this happen?

Once you have your three year plan in place, you need to communicate and get buy-in from your team. It is fundamental that each component of your business plan is understood by every person in the business and moreover that they have a sense of how their roles interweave with the larger goals of the company.

But don’t stop there. It’s no use having a plan that everyone loves – it has to also be one that makes your business goals a reality.

Quarterly check points and team meetings are a great way to show progress and draw on your team’s insights to see how the business is tracking from different perspectives. In addition, recognising and rewarding staff who go above and beyond to achieve your business goals is fundamental to creating a positive work culture and employee engagement.

And finally, continue to make time every week to work on your business, not just in it.

This is vital to the wellbeing of both you and your business and will provide you with time to innovate, create, set new goals and uncover new opportunities.

If you’re a principal wanting to capitalise on the next three years of your business growth I would suggest attending The Business of Real Estate in September on the Gold Coast. Check out the website here.


michaelsheargold-elite-agents-success
Jul
12

10 Success Qualities of Elite Agents

One of the things that fascinates me is how is it that 10% of agents are writing the vast majority of business – and that’s pretty much across all markets. What are they doing? What are the key success qualities they put into place that makes the biggest difference in their results?

Having completed over 7,000 coaching sessions in the real estate profession I’d like to share with you the 10 Success Qualities of Elite Agents.  

As you review these, ask yourself the question…

“How well am I applying this success quality?”  And give yourself a score out of 10 on each.

Obviously from there, build for yourself a simple action plan based on what you are going to Start doing… Stop doing… and Continue doing… to make the biggest difference in your results.

The 10 Success Qualities

  1.   Build a Winning Attitude

One of the things to recognise is that you must have a great attitude – one that’s positive and motivating. What is your attitude saying about you? Your attitude really creates your world view and it’s what you’re putting out before you get anything back. What is your winning attitude like? Can you tweak it, hone it and improve it so it’s a can-do attitude?  It’s all about getting out there and making it happen.

  1. Get Super Client Focused

That fastest way to get you what you want is to help your clients get what they want. When you’re client focused, you tune in to them.
Asking yourself… “How can I deliver great service to you and help you achieve your goals?”
In real estate, it’s the ultimate Win-Win-Win situation – when the seller wins and the buyer wins, then you win.
Service also kicks into gear the best marketing in the world – word of mouth and Elite Agents know the referral power of this.

  1.   Become Massively Organised and Follow Through

Your level of organisational skills has a huge impact on your success.  You might be a great communicator but if you’re not great at following through on the commitments you make, that’s going to get in the way of how people perceive you. It won’t be a communication issue, it will be an organisation issue.
So how organised are you? Are you putting the right things in at the right time to produce the right results?
My simple view and one that Elite Agents embrace is… It’s not the hours you put in that count, it’s what you put into the hours!

  1.   Grow Your Level of Passion

Being passionate about helping people and passionate about this business is critical to your success. It’s a turn on, a switch on, it’s being passionate about helping them achieve their goals but also being passionate about property. This allows you to explore and you’re your knowledge. You’ll ask that extra question or two because you’re passionate in helping them. An average agent might stop after the first question but you go and ask an extra 1, 2 or 3 additional questions about them and their situation – you truly are interested in them.

 

  1.   Develop a Highly Confident Belief

This is about bringing your confidence into play. One of the things that happens is that if you lose confidence in a property or client, I can pretty much guarantee that’s going to roll through in terms of the way you communicate. So make sure you’re playing the confidence game. That means you have positive anticipation – you’re going to have a great open or a great auction.
Confidence is driven by the level of knowledge and skill set you have developed. A great strategy here is to explore areas of knowledge and skill improvements you know would make a difference to you being even more confident.

 

  1.   Maintain High Standards of Excellence

Without a doubt, the best agents in the business have high standards of excellence – the standards they choose to operate by. So you go to one of their opens, you’ll experience high standards or their buyer follow up – high standards. Anyone around them starts to step up to the plate as well. A great strategy here is to ask yourself and the team…
“Where do my/our standards sit?” If you haven’t done any work on this area, I strongly recommend you do.

 

  1.   Live with High Energy

You might think this is similar to passion but it does have a twist. More than anything else people buy your energy! Your energy is influenced on many level but do a review of your balance, sleep, excercise and food management – all of these have a significant impact on who you are being and the energy levels you have. Interestingly anyone can have high energy on a few calls, Elite Agents have the ability to turn up their energy for the 120 calls they’ll make this week! How would you rate your energy?

 

  1.   Be an Influencing and Communication Legend

A great influencer doesn’t have only one way to communicate. Elite Agents recognise it’s all about different strokes for different folks. Your style needs to change if you’re dealing with a young professional couple, an elderly couple, or if someone has gone through some hard times personally – it’s the ability for you to tune in to their wavelength. You see, you’re either broadcasting or tuned in to your client. The question is, how much work have you done in improving your communication, influencing and negotiation skills?

  1.   Develop Your Outcome and Deal Focus

A lot of the time people think that negotiations start when someone puts their hand up and says “I would like to buy this property.”
But the best in the business understand that deal focus begins now. On an initial phone enquiry sharing…
“I strongly recommend you put this property on your shopping list. It would absolutely be on the top of my shopping list if I was in search mode for a property along these lines. Can I ask you a couple more questions to understand your situation a little better?”  You become engaging and help people marry the property – it really builds amazing momentum.

  1.  Upgrade Your Willingness to Learn

Where can you improve? How can you tweak that strategy?  This is about making learning an essential – so you’re focused on getting smarter faster.

Great agents review their listing appointment, you can ask: “What did I learn from this? How could I/we do it better?”

The key here is to not attempt to improve everything at once.  Focus on 3 to 5 improvement areas that will give you the biggest bang for your buck.  Then find someone who can help you build that skill. That could be attending a workshop, jumping online to grab a resource or bring coaching into the mix of your success strategy.

These 10 Success Qualities are incredibly important to have in your toolkit. So now rate yourself (or if you’re game have someone else rate you) to identify your greatest opportunities to improve.
You’ll also see where you’re strong and look at how you could build on it even further. 
You improve these success qualities and I guarantee you’re going to improve who you are in the marketplace.

You can move from being the secret agent to being the one people want to choose!


michael-sheargold-online-presence-real-estate
Jul
11

The importance of YOUR online profile

In today’s digital era, whereby everything is becoming more and more transparent, the importance of having a professional internet and social media presence is essential.

When you are meeting with a potential client one thing of which you can be certain, is that they would have already searched your name and formed an opinion about you based on your online brand.

Step 1: Google Yourself

Take a set of fresh eyes and look at how you appear online to a potential customer whom you have not yet met. Ask yourself these questions:

  • How do you look online?
  • What does your online presence say about you?
  • Are you and your brand being positioned in the most appropriate way across all channels?
  • What are the associated links?
  • Do they detail valuable and accurate information?

These are important questions that you need to stop and consider.
If you don’t like the answers now is the time to make some changes.
Below I have outlined some simple tips to help you take control of your online presence (via social networking sites) and paint a compelling picture of who you are and what your brand stands for in the real world.

1. Facebook:

  • Use the same picture as your default photo from one network to the next, that way people easily recognise you across all social mediums.
  • Only post things that your Mum would be ok with!
  • Post about available properties and showings but also relevant local articles and media.
  • Change up the content: Do not just post your open times each week, be a little creative. 
  • Post about your local area to reinforce the message that you are the agent of choice in your community.

    Stat: 87% of Gen X-ers (30- to 44-year-olds) and 70% of those ages 45 to 60 think brands should, at the very least, have a Facebook page. (Social Media Examiner)

2. Instagram:

  • Do your pictures reflect the person you want to portray in the media?
  • Each time you post a picture make sure it is professional and reflects your brand well.
  • Post images and information about new properties for sale, and give people real-time information.
  • Be wary of live streaming auctions – you can’t control it once it goes live!Stat: Brands on Instagram with over 100K followers have grown by 163% in two years.

3. LinkedIn:

  • From a google search point of view LinkedIn gets you higher rankings in the search results so you need to build and maintain a first-rate LinkedIn profile.
  • Your profile should be public.
  • Ensure all information is up-to-date and complete at all times.
  • It goes without saying that grammer and other errors are a no go (how many of you picked up straightaway on the misspelling of grammar there?) Did you instantly question my credibility? Worth thinking about.
  • Include links to your company website, credentials you have, links to the community charities you support.
  • Tip: the best profiles are written in the third person.Stat: There are approx.  4,200,000 Monthly Active Australian Users on LinkedIn. (Social Media News)

Remember, Social networking websites such as Twitter, LinkedIn, Facebook and Instagram are important vehicles when it comes to online branding.

They provide you with an opportunity to control what your customers will find when they search for your name.

If done well, they will become essential online branding tools that have the potential to generate a lot of great prospects.

PS – Video is KING when it comes to online content. For a full article on video marketing tips for real estate, click here. 

 


michael-sheargold-3typesofcommunication
Jul
04

The 3 Types of Client Communication every agent must know

You want your clients to think of you as “My agent” – even if it’s been a few years since you sold them their property! That comes with consistent and relevant touch points. Here are the 3 Types of Communication Every Agent Must Know!

(These touch points are designed to support the rest of your marketing mix, not be the only element.)


Here are the three types of client communication you must know:

  1. The Reconnect call

    This is when you sent your clients to the “ real estate orphanage” and you wish to bring them back into the family. This is a very simple strategy. You can try dialogue like:

    “I was driving past your house the other day and thought of you, how are you enjoying the property?”

    Or

    “I was driving past your house the other day and thought of you, have the kids settled in the school?”


    Or


    “I was driving past your house the other day and thought of you, how are you going with your plans to renovate?


With the reconnect call the most important thing to do is to check and to see if there is anything you can help them with at the moment from a real estate point of view.

This is not the time for you to ask for referrals, just don’t go there at all! This is purely to reconnect and bring them back to the family.

  1.  The Check-in Call

    This is when you are already in a relationship with an existing client.

    You may be making 3-4 calls per year already (well done). The calls are designed to check in (remind them you exist) on how’s everything going or how they’re enjoying the property. Here you can insert some “By the way…” sentences, such as:

    “By the way, I’m not sure if you saw the property we sold around the corner.”

    Or


    “By the way, I thought I’d let you know there’s a listing around the corner that would be fantastic for you to look at.”

    Or


    “By the way, if you have any friends, family members or work colleagues who are looking for any advice on property, that’s buying, selling or leasing, I’d be delighted to help. Please pass on my details”

3. The Opportunity call

This is a call where you literally check in for an opportunity. Ultimately, the opportunity is bubbling on the surface and if they have any thought of selling, you’re there to help them. Here’s some dialogue:

“Hi, just want to check-in with you on how things are going. I was just wondering, have you had any thoughts of selling?”

This will start a sort of game with the agent and client based on their answer:

“Just wondering, if you were to move, where would you move? Would you stay in the area or would you move somewhere else?”

Or


“That’s interesting… What would prompt you make that move?”


Or


“When would that likely be?”


Now, you don’t’ start this like an interrogation. Try to make it casual and part of the conversation. (Also read my article about Questioning here).

At the end of this conversation you can ask a hypothetical and create a deal making conversation:

“Suppose we had a buyer the pretty much describes you property to me, would you like us to have a conversation around potentially where they are at price wise / when they are moving?”

Or


“We had someone who was interested in your property, or described your property to me, would you like me to keep you in touch of that?”


You’re looking for opportunities bubbling under the surface. This could create some excellent long-term pipeline opportunities for you!

There you have 3 types of client communication for you to add into your mix! If you are keen to massively change your career goals and achieve huge growth I’d love for you to join me at TurningPoint – my 2 day Agent Success Program coming up soon in Sydney. Click here for more info.