Category: Team

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-mid-year-review
Jul
04

Your team’s best ever mid-year review

Mid-year is the perfect time of year to sit down with your team and check in on productivity and progress. Here’s an effective process for you as a leader to work through in order to capitalize on the next 6 months and enjoy the best preparation for the next year.

  1. The first step is to schedule this team meeting, set aside part of the day for this meeting, part of the day for a learning element and part of the day (usually the last part of the day) for a celebration with the team. Maybe that’s a beers & bbq, a dinner out, an afternoon drinks session – however your team celebrates together!
  2. Set the agenda for the meeting. This meeting is a 3 part meeting. You want to cover what is working, what’s not working and the projects you want to focus on between now and the end of the year. So basically – past, present, future.

Here’s a meeting flow for you:

Part One (Past)

An excellent way to start the meeting and clear the air from the last six months. Remember the reason for this meeting with your team – to move towards a powerful 6 months of big results. Sometimes to achieve that you need to acknowledge and move past whatever the team is hanging onto.  This section is also where you celebrate exactly what you have achieved so far as a team (whether that’s marketshare, rebrand, new office, implementing a new system, marketing campaigns, etc).

 

  • What have we achieved so far this year?
    These are real, tangible achievements.
  • What is going well?
    The highlights of this year so far – what are the wins and the standouts?
  • What hasn’t gone well so far?
    Where are the ‘clunky’ parts of the business. What is frustrating you? What problems exist in the business?

 

 

Part two (Present)

From there, the meeting evolves beautifully to current upgrades. Listen to the elements the team has just outlined in what is clunky in the business and acknowledge to fix them.

This is where you as your team’s leader is already prepared with what you want to see happen in the next 6 months, however it’s also an open forum to what the team sees they can achieve in the next 6 months.

4) What are the things we need to upgrade or improve?

 

Part Three (Future)

So, continuing the process and creating momentum for change, part three is to uncover “where to from here” and show that you have moved on from the past 6 months and looking forward to a bright future.

Focus on 3 key questions to wrap the meeting:

5) What are the December benchmarks?
At the end of the year, what are the benchmarks or successes we want to achieve so we can really say “We have moved forward in the last 6 months”.

 

6) What are the key projects that will help us achieve those benchmarks?
These might be certain systems or standards you need to implement.

 

7) Are there any quick wins we can make happen right now?
This is all about ‘new business energy’ and what can be implemented quickly to see big results.

 

This is a simple structure that you can do with your team so you can enjoy a great end of the year, popping the champagne and heading into the Christmas New Year celebrations on a high!

Please invest the time in doing this as a group (the same can be used individually with your personal team reviews). You will be amazed at the energy it can create with your team.

Side note: Mid-year is also a perfect time for an office spring clean, a chance to have any ‘hard’ conversations you’ve been putting off, a chance to show your team you appreciate them and acknowledge the hard work they’ve put in so far this year.

From a client perspective, mid-year is an awesome opportunity to ramp up client appreciation events, maybe implement an appraisal drive, reach out to your COI’s, communicate any big wins to your market and freshen up the look and feel of your website and marketing – all in preparation for the Spring selling season!

Enjoy mid-year and if you and your team would like to join me for two full days of strategy, you are invited to my award winning Agent Success Program: TurningPoint, coming up soon in Sydney. Please click here for all the info.


Four Ways to Increase Your Market Share Now!
May
29

Four Ways to Increase Your Market Share Now!

Growing market share is a concept not limited to the real estate industry. Organisations around the world in a number of industries are striving to beat out their competition and win customers over in a bid to be at the top of their market.

In real estate, strengthening customer relationships, adopting smarter hiring practices, retaining skilled team members and increasing productivity are four areas that can assist you to increase your market share. Let’s break them down…

1. Strengthening Customer Relationships.

Walt Disney said it best:

“Do what you do so well that they will want to see it again and bring their friends.”

In today’s competitive business environment caring for your customer has never been so important. The positive word-of-mouth customer is priceless to your organisation and will ultimately lead to an increase in market share. This is why it is even more important than ever to create an excellent experience for your customers to help develop your company’s relationship with them.

What strategies are you currently adopting in your agency to ensure you delight your customers?

 

2. Smarter Hiring practices:

Companies with the highest market share in their industries almost invariably have the most skilled and dedicated employees – and the right number of them! It almost goes without saying that in order to increase your market share, you need to have the agents to do it. Work backwards and look at the market share goal for your organisation and ask yourself – how many agents will it require to get there?

But don’t stop here.

 

3. Retaining team members:

Hiring employees that will represent your brand well is just a start to creating a strong team. Next, you have to keep them. High team turnover will result is significant loss in terms of time and productivity and as such this is an area that warrants focus.

What tactics are you currently adopting to ensure you will be able to retain agents for years to come?

Here are a few ideas to consider:

  •        Offer a competitive benefits package.
  •        Make sure employees know what’s expected of them and how they can grow within your agency.
  •        Provide incentives to help keep workers motivated and feeling rewarded.
  •        Foster employee development.
  •        Communicate your business’s mission and ensure staff know how they fit in to this.

4. Driving productivity:

The measurement of productivity in real estate generally relates to number of transactions your agents are making.

How do you increase the number of transactions?

  1.      First and foremost you need to be at the table when listings take place.
  2.      You need to make it easy for the client to choose your agency – what do you have that your competitors don’t?
  3.      You need to have exceptional sell-through – make sure you deliver what you say you will deliver.

How do you drive this?

Driving productivity can ultimately be achieved through coaching and training. Agents needs to learn to become exceptional at all they do and coaching ensures your staff will have the skillset and drive to achieve the results you’re after.

Where to next?

The natural state of a business is to grow. In real estate, market share is the ultimate indicator of business growth. The four strategies we have highlighted above are just the tip of the iceberg.

Are you joining us at The Business of Real Estate in September? Visit the website now and register your leadership team.


michael-sheargold-coaching
May
17

4 simple ways to immediately become a better coach for your team

Ever have the same negative situations pop up within your business over and over again?

This is when you’re dealing with challenges in the same way repeatedly, and getting the same (unwanted) results?

I call it the Fly Strategy.

Fly Strategy

Think of a fly that enters a room through an open window. It flies around a bit, does fly things, and eventually decides it’s time to leave.

But, instead of flying out of the open window through which it entered, the fly chooses a closed window to make its exit.

Obviously it is unsuccessful so it tries harder to get through the window then flies around the perimeter of the (closed) window.

Check a few hours later and you’ll find one deceased fly.

The strategy killed the fly.

Whenever you find yourself taking the same actions in the same situations and getting the same result (it didn’t end well for the fly) it’s time to elevate your thinking.

Falling into the trap of trying harder to succeed with the same flawed strategy that failed previously is a dead end. We need to step back and see it from a different point of view.

When you are in the picture it is hard to see the frame

As performance coaches, we need to help our team see beyond what they are currently seeing.

To become a better coach we need to shift this thinking in ourselves first so we can lift up our team members to a whole new performance level.

If we continue to handle repeat issues in the same way and get similar (unwanted) results, remember the “fly strategy” doesn’t work for anyone.

Start by elevating your own thinking.

What do you want for your team?

A magic “shopping list” of skills and talents for your team might look something like this:

  1. Nurtures clients well;
  2. Able to embrace their ideal week;
  3. Deliver outstanding opens that build the company brand;
  4. Have superior product knowledge;
  5. Standout listing skill set;
  6. Handle objections brilliantly;
  7. Remarkable at pre-framing;
  8. Brilliant at lead generation;
  9. Exceptional at seller management;
  10. Brilliant at buyer management;
  11. Great buyer database management;
  12. Aware of upcoming opportunities;
  13. Great property presentation;
  14. Market properties effectively;
  15. Outstanding negotiation skills;
  16. Brilliant at sharing case studies at a listing appointment;
  17. Great at gaining testimonials;
  18. Strong ability to connect in a variety of situations.

This is a great set of skills and talents; but not every team member needs to possess every one, right now.

Rather than wistfully hoping someone will wave a magic wand –  shift your thinking: how can you use this list of skills & talents to elevate the performance your team – today?

michael-sheargold-coaching

 

Here are FOUR ways you can actively shift the performance of your team simply by changing your communication:

1) Like vs Respect

There is a difference between being liked and being respected; as a coach it’s more important to be respected than liked.

To become the best coach you can be, let go of an exaggerated need to be liked.

When you focus on being liked you’ll avoid the most important conversations your team needs to hear.

Intentionally shift your focus on being respected over being liked so that you can have tough love conversations that help move your team forward.

 

2) Framing

Effective communication is the most powerful influencing strategy and will make you and your team better negotiators, deal makers, and influencers.

The heart of communication is all about:

  •       Gaining (question and listening)
  •       Giving (statements we say)
  •       Content (the information and detail provided)

The level of quality in our communication has a lot to do with the frame we set around it.

Remember, when you are in the picture it is hard to see the frame.

There are three communications frames to consider in our coaching:

a)   Pre-frame: is how we set the scene of our coaching meetings. The quality of our communication has a lot to do with the quality of our pre-framing.

How to implement: Instead of popping questions to a team member out of the blue, schedule a meeting and let your team member know what you’ll be discussing so that they can prep ahead of time.

b)   Re-frame: when you’re in the middle of a discussion and you realise you are not on the same page, shift the frame of reference so you can approach the challenge differently.

How to implement: Don’t get caught in the drama. Change the perception of the communication (for example, is the problem truly catastrophic or is it relatively minor?).

c) Next frame: Where to from here? This closes the loop of our communication. That means we have agreed on the next steps and our team member knows what is expected of them.

How to implement: Always lead the next step; what needs to be delivered and when to effectively close the loop? Hold your team member to the agreement.

This isn’t micromanaging but we do want to ensure they follow through and take action.

The value is not in the conversation but in the implementation of the actions discussed.

Failure to Implement (FTI) is the biggest issue that needs to be addressed. Most of our team members know what they need to do but the challenge is moving from knowing it to taking action.

Get your team to become implementation legends with the next two steps.

michael-sheargold-coaching

 

3) Motivational Language

Juicy words have a motivational component when they are spoken and when they are heard.

Compare the words good, great, and exceptional. Which word has the most impact?

That’s right, exceptional.

Now compare, “Let’s talk about your goals,” versus saying, “Let’s talk about your goals that will make the next six months your most sensational year yet”.

Here’s a shopping list of words that evoke greater motivation (but only use the words that you feel comfortable using):

  •       Passionate
  •       Exceptional
  •       Brilliant
  •       Focused
  •       Awesome
  •       Sensational
  •       Unexpected
  •       Phenomenal
  •       Fantastic
  •       Epic
  •       Wow results
  •       Fabulous
  •       Extraordinary
  •       Outstanding
  •       Spectacular
  •       Motivated
  •       Heroic
  •       World class
  •       Premium

What we say to our team should be laden with motivational words; questions and statements that make an impact and immediately create a shift in the listener.

 

4) Presuppositions

Presuppositions literally pre-supposes or suggests something; similar to pre-framing a conversation.

If you were to ask a team member, “How can you produce outstanding results?” an issue immediately crops up because of the word choice pre-supposes (suggests) that you don’t think the person is already producing great results and is therefore underperforming.

This works in reverse as well. Supplement positive presuppositions such as asking, “How can you deliver even greater results” (the even more added in pre-supposes that your team member is already delivering great service).

The words, at least can also be used as presuppositions, for example, “Work towards a goal of listing at least four properties a month”.

Unlocking the greatness of your team’s potential is your responsibility as a performance coach. One of the easiest ways to start achieving that goal is by making the four simple changes listed above to become a more powerful communicator.

 

To engage with other entrepreneurial leaders, learn from the best in the business and step into a new level of leadership mastery – join us at The Business of Real Estate in September. 


Michael-Sheargold-Leadership-training
May
16

How performance coaching can up-level your real estate biz

Performance coaching is about unlocking a new level of capability in your team and helping individual members achieve the next level of greatness.

Your responsibility as a leader is to bring out the absolute best in your individual team members, and ultimately the whole team, which filters through the entire business.

It is also the most under achieved area in the real estate industry.

How can we truly maximize performance coaching in our businesses to mentor others to achieve the greatness they possess? Start by seeing your individual team members as your clients. Your job as performance coach is to increase their capacity to achieve, which will ultimately enhance the performance of the entire team.

  •       Performance coaching isn’t about providing appropriate “deal support” (although deal support is an important function)
  •       Performance coaching is about helping people to achieve their goals.

As a leader in the real estate industry you fulfil three distinct functions within your business including:

  •       Leading
  •       Managing
  •       Performance Coaching

Many people confuse the three functions. Is there a difference or are these descriptions simply three “job titles” that are interchangeable?
All three roles overlap and have similarities but they are three different skill sets that are valuable in specific situations.
But how do leading and managing differ from performance coaching?

Let’s take a look:

1. Leading

Leadership qualities are important for heads of any business but the objective differs from that of performance coach. We lead people in the direction of our vision; we inspire them to see and buy into our vision.
Great leaders have integrity, top communication skills, are loyal, can make the tough decisions, empower others, and are often charismatic.
A great leader will say, “This is where we are heading and how we get there”. Once you have your team turned on to your vision you can lead them to work in unity in achieving the goal.

2. Managing

The big difference here is that we manage projects and processes, not people. As a manager you are responsible for providing clear, concise focus on outcomes, deliverables, and deadlines to your team.
A term that often gets confused with coaching is “sales management” which is the focus on the numbers, processes, and projects but it leaves out the most vital part of success: coaching your people.  
Management happens the most often within a business but would you be surprised to learn that it’s not your most important function?
You may fulfil all three capacities in your business: leader, manager, and coach, but the real challenge is recognizing when to perform which task.

Michael-Sheargold-Leadership-training


3. Performance Coaching

Performance coaching is literally moving your people towards their goals. As a performance coach within your business you guide your team members in two ways: moving people towards an effective decision and helping people be in action towards their goals.

1) Moving people towards an effective decision

The root of the word decision literally means to “cut off”; in other words, committing to a decision removes all other choices.

Making a decision cuts off all other options.

The key to successful coaching is helping your team to cut down their options. We become overwhelmed by too many options, and most often why someone doesn’t move forward.
It may look like they are procrastinating.
It may look like they are being lazy.
But in actual fact they simply don’t have clarity.
When you cut off all the options you are left with only one thing to do:
so Just Do It.


2) Helping people be in action towards their goals


This is moving your team to achieve their goals, not your goals. Big differenceSetting the right goals creates a tension similar to the strain found as an elastic band is s t r e t c h e d.
Not enough tension and the band will go nowhere (ie: low goals that don’t generate excitement to achieve).
Too much tension (from being overly stretched) and the band will snap erratically or break (as in unachievable goals that are set too high).
Your role is to nudge team members with low goals and encourage them to increase their vision.
Alternatively, and this is often true with new people, you may need to guide them to lower expectations that are too high and are unachievable or they may burn out.

Team members who don’t know where they are or where they want to be will come across as underachievers and unproductive because they are unable to take any action.
Performance coaching is guiding your team to recognise their current reality (where they are right now) and their desired reality (where they want to be).

Right in the middle of their current reality and their desired reality is a GAP. Your job as a performance coach within your team is to bridge the GAP and together design an Action Plan to move them from Point A to Point B.

TIP: If a team member seems unmotivated it may be because there is no GAP between where they are and where they want to be (the tension of where they are and where they want to be is too slack).

Your task is to work with individual team members to achieve a different desired reality that creates a challenge; a tension that motivates them to achieve.

As a coach to your team you want to:

  • Build on strengths
  • Increase confidence
  • Learn and grow
  • Empower beliefs;
  • Help to make great decisions;
  • Empower action
  • Develop habits
  • Support change
  • Create brilliant results       
  • Create accountability

We can evaluate the long term success of our coaching sessions by measuring outcomes in each particular area in which our team members are being coached. I hope you enjoyed this article about How performance coaching can up-level your real estate biz! Get to it.

If you are a leader wanting to seriously take charge of your future results and the success of your business, check out The Business of Real Estate coming up in September. 


michael-sheargold-power-of-framing-real-estate
May
09

The Power of Framing

Communication is all about gaining and giving information and details.

The way you receive the content of the information is hugely influenced by the quality of the ‘frame’ of the information.

If you can nail ‘framing’ your entire business will change, your results will shift, your relationships will improve. So framing is an essential skill to learn – not only for real estate, but for life!

Here are the 3 frames you can use immediately to become a master communicator:

1. Pre-frame


Pre-frame can be used in almost all conversations and communications, but is probably best used when you’re getting to know a buyer or seller. Initially you want to ask a lot of questions, but you don’t want them to feel as though they’re being interrogated.  

By pre-framing…

“I want to give you the best advice possible, so I can understand your needs a little more can I ask you some more questions?”

Or

“So I can help you best, do you mind if I ask some questions about your….”

By using this simple pre-frame the expectation is clear – you’re going to ask questions and they’re ready to answer them.

Or

“Besides getting the maximum sale price, what else are you looking for in an agent”.

This shows you know the maximum sale price is the key goal but it also ‘parks’ the pricing conversation until you’re ready to go through it (as part of your strategy) and gives your vendor the chance to let you know more about them and what they want from you.

A good rule is always ask yourself “what’s my pre-frame to position X?”

Once you start role playing pre-frame you will see how easy it becomes!

michael-sheargold-power-of-framing-real-estate-australia

2. Re-framing

Re-framing can be used when you come up against objections or when you need to change the frame of reference.

Some dialogue you can use at the re-frame is:

“I completely understand, perhaps another way of looking at this is X”.

Or

“I know how you feel, others have felt exactly the same way, however what we’ve found is that X”

This is the feel, felt, found strategy – a very powerful influencing tool!

 

3. Next framing

Next framing uses the ‘where to from here’ strategy. And what you want to do is leave the next step in the process for your buyers and sellers to follow. This ‘frames’ what is going to happen when next you speak or meet.

Here’s some examples:

“Here’s what I recommend – we’re going to put together some notes on X, do some research and when we meet on Tuesday we’ll be able to make that decision”.

Or  

“We’ve agreed to touch base tomorrow morning where we’ll press the go button”.

That way they’re expecting that tomorrow you will be in touch and the process will start. It’s not a surprise for them. It also can bring about any objections you may not know of. Better to know earlier than later.

 

There are 3 key ‘frames’ you can use immediately to seriously upgrade your communication skills and watch your results soar.

I’d love to hear your thoughts on framing, if you’d like to leave a comment below..

 


michael sheargold, How to confidently move into a new market (listing presentation)
May
08

How to confidently move into a new market (listing presentation)

Are you thinking of moving into a new market? Or have you been called into a listing for a type of property you don’t normally sell?

Well this article is for you.

A question I get asked often is;

“How do I position myself as the preferred vendor option in a market where I am not the clear market leader?”

 

… what an opportunity!

So you’ve been called in for a listing presentation to a property that is in a new market for you (in terms of price or property type).

Firstly, well done – you’ve made it this far. ..now it’s time to nail your listing presentation and step into a new zone of confidence. Hopefully these tips will help!

  1. Role play a brilliant pre-framing process.

    Framing your position will set you up for a powerful conversation, create clarity for the vendor and allow you to seamlessly move the conversation to the benefits of working with you.

    Imagine now you are sitting down with a vendor who owns a type of property you don’t normally sell (for example, a high end property). They must be asking themselves why you will be the best choice for them, given this is not your usual area of expertise.

    Rather than avoiding this question and conversation – surface it straight away with them.

    “Mr and Mrs Vendor, If I was in your shoes the biggest question i’d have in my mind is ‘why would I appoint my agency over X agency that has proven track record in this end of the marketplace….”
  2. Give an explanation.

    You’ve surfaced the conversation – now it’s time for your big positioning. This is a crucial element of your listing presentation. So explain why your agency can be the best choice:

    “So today, we’re incredibly excited to show the layers of difference and the fresh approach we bring to this end of the marketplace that will clearly give your property a significant advantage – compared to getting lost in a sea of other properties at this end of the market.”michael-sheargold-real-estate-training-australia
  3. Back it up.You then need to show or honor the ‘layers of difference’ and the ‘fresh approach’ you mentioned. This is where you talk about your agency’s point of difference, your team’s energy, how you connect with your potential buyers and the type of care and attention their property will receive as part of your team.Your fresh approach can be based on the marketing opportunities their property will present, some innovative ways you’d like to position their property, etc.

    Make the point that buyers follow properties not agents. And that you will present their property in the best possible way.

  4. Extra proof.


    Next you want to give examples and show case studies of successful sales in a similar property. If you have no case studies of a similar property – try case studies of where you have gone above and beyond to make your vendor’s property goals a reality. Ideally you want a lot of case studies up your sleeve!

 

There you have 4 key points to include at your next listing presentation for a property that is out of your ‘normal’ market.

The key for a listing presentation like this (where you have been called into a listing for a type of property you don’t normally sell) is to be prepared, be confident and truly believe you are the choice for your vendor.

Would you like to experience a full two days of strategy with me where we uncover your essential listing, negotiation, buyer and seller management, marketing and influencing strategies so that you can become the clear agent of choice in your market? Then join me at TurningPoint. Click here for more information. 


michaelsheargold, success, real estate coaching, training, leadership strategies, agent success
May
07

Valuable Questioning Strategies you can use today

Something you may have heard me say at a workshop is;

“The only questions that get answered are the questions that get asked”.

Questioning can be an extremely powerful tool to use at any stage of your buyer or seller management strategy. At the beginning of your relationship with a client is where Questioning will be of most benefit to you.

Here are some questioning strategies that you can use right away to create powerful conversations, help you win more business and gain commitment from your clients:

Pre-framing questions

Framing is the most powerful under-ultilised influencing strategy in the world today! Pre-framing is all about you setting the scene for the conversation you want to have.

Examples are:
“So that I can help you best, do you mind if I ask you a few questions?”

“Other than achieving the highest price possible, what are you looking for in an agent?”

 

Question softeners

Sometimes you need to ask your clients hard questions. The key here is to make them more conversational (not interrogational).

An example of asking a client if they’re ready to go financially could be:

“We’re in a fast moving market, seeing a lot of properties move rapidly. Just wondering, do you have your finances in place?”

 

Tell me more

When a client has an objection or states something you’re not quite sure of, you can ask;
“Tell me more about that” or “How do you mean?”

 

Question with a question

When your client asks a question you can answer with a question. This is to create engagement, start a conversation, uncover more information. The more information you know about your client’s situation, the better you will be able to help them.

 

ABC

Always Be Confirming. This is where you check in with your client and gain confirmation from them that together you’re moving ahead positively.

Confirming question examples:

“Are we on the right track?”

“Is that ok with you?”

“Would you be comfortable with that?”

“Does that clarify it with you?”

 

4W’s

These 4 questions are crucial to understanding your client’s goals and timelines.

  • Where are you planning to move to?
  • When ideally would you like to make it happen?
  • What ideally are you looking for?
  • And, why?

There you have some easy to implement questioning strategies to use today with your clients. Remember the goal of any real estate agent – to help your clients achieve their property goals. Questioning will allow you to reach that goal faster!

Please share your questions in the comments below.


michaelsheargold, success, real estate coaching, training, leadership strategies, agent success
Apr
30

3 Keys to a Successful Pricing Conversation

The most effective form of marketing is a well priced property – however, the pricing conversation is both art and science!

In this article I’m sharing an easy 3 point strategy on how to position your pricing conversation at the listing appointment.

  1. Evidence through comparables

    This is where you explain what the property is worth and why. Give comparables on similar properties that have recently sold and comparables to properties that are currently on the market.
  2. Explain the goal

    Once you’ve gone through the evidence, you can explain the ‘fair market value’ for the property is sitting somewhere in this price range ($X – $X).

    At this stage you’re helping your clients make a great decision on where the property is going to be “market attractive”. You can explain your desire to create a market within a market specifically for their property (more demand – more leverage) and how you will work to achieve above an above market price for them.
  3. Examples & case studies

    Always back-up your claims of what you will achieve for them with solid case studies. Choose case studies of similar sellers or similar properties so they can get a feel for what the selling process will be like with you as their agent.

Once you’ve gone through your listing presentation and had the pricing conversation remember to ask for the business and get to work!

Let me know if you have any questions in the comments below.