In this Episode, We’ll Cover: The Power Of Your Words!
1. Your Positioning Helps Set The Stage
2. Your Introduction Gives The Necessary Context
3. Your Tone & Pace Might Not Be What You Think
4. When In Doubt Default To Help & Contribution
5. Let The Ogres Make You Better
Learn more here: http://bit.ly/TRC-066
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YOUR POSITIONING HELPS SET THE STAGE
This episode builds on the topics we covered in Episode #65, on the differences between cold-calling and strategic telemarketing. Real estate is a service business. How are we ever going to explain the services that are available to people if we won't pick up the phone? Door knocking is exhausting and sometimes scary. Ask yourself: What is my position? Your positioning helps set the stage for all the things you'll say during a telemarketing call. Remember: You're not the hero of this story! The hero is the seller and the buyer. Your role is to be the guide who helps the "hero" on their journey of buying or selling a home. Take that "positioning" in your real estate business, where telemarketing is one of the easiest ways to have the most conversations about real estate with people. You're the guide!
YOUR INTRODUCTION GIVES THE NECESSARY CONTEXT
Be yourself. Be "you" as you introduce yourself to people as the guide, who can help them overcome the challenge of buying or selling a home. "I have some similar properties to yours that have sold recently and what they went for -- and I thought this info might help you." And then we withdraw. When you give them something without asking anything in return, you'll set yourself apart from the other 15 people that have been cold-calling them or banging on their door. Position yourself as a good person who just wants to help.
YOUR TONE & PACE MIGHT NOT BE WHAT YOU THINK!
Going off of a script can come across as not being genuine. You're not using YOUR words when you talk to people. Don't be so afraid to be yourself and learn to "hit the beats" in a conversation. Listen to this section to learn how to make a quick, effective intro to any telemarketing conversation -- and to make it YOUR intro. You can use this formulaic model in any context, without being a pest. Keep in mind that if you're nervous OR excited, you may be going too quickly. Slow down and be clear as you offer your guidance.
WHEN IN DOUBT, DEFAULT TO HELP & CONTRIBUTION
If the person on the other end of the line sounds hesitant, doubtful, busy or mad -- just acknowledge it. And then default to helping them, while expecting nothing back. Be helpful and back off. That's what a good guide does for the hero.
LET THE OGRES MAKE YOU BETTER
Sometimes when you make telemarketing calls, you'll encounter the "ogre." Don't get mad at them. Let them make you better. You can learn perseverance from dealing with ogres. "What are you so mad about?" Call them out, persevere and who knows? Maybe you'll be the pattern interruption that turns them around. If not, you've only lost a little bit of your time
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In this Episode, We’ll Cover: Telemarketing Versus Cold Calling!
1. What’s The Difference Between Cold Calling & Telemarketing!
2. Why Telemarketing Should Be Your First Choice For Message Delivery!
3. How To Use Content Marketing – Online & Offline To Support Telemarketing!
4. It’s About Prospects First, Appointments Second!
5. Telemarketing NEVER Stops!
Learn more here: http://bit.ly/TRC-065
Subscribe to the podcast: https://apple.co/2CkWYB8
WHAT'S THE DIFFERENCE BETWEEN TELEMARKETING & COLD CALLING?
Telemarketing versus cold calling is always a lightning rod when you talk about real estate. What's the difference between the two? In my opinion (emphasis on OPINION), cold calling means you're picking up the phone and calling. Get into conversations, see if you can get somebody talking. Personally, I don't like it. The "cold" part without a plan bothers me. Telemarketing, in my opinion, is calling people under the framework of a very highly-structured, planned event.
When you're telemarketing, you're going to be marketing YOU and your expertise within a defined, planned geographic location. Doesn't that make more sense, as an expert, than calling someone "cold?" Calling with a plan and your market expertise is already much better than calling cold! Giving away information like this for free gets you into a useful conversation much quicker and easier than cold calling. You must contribute something to them first, and that's where telemarketing can be really powerful.
WHY TELEMARKETING SHOULD BE YOUR FIRST CHOICE FOR MESSAGE DELIVERY
Running to online platforms as your first choice is a big mistake. Try telemarketing. Trust me -- just try it! If you want to do more sales, you have to have phone conversations -- a lot of them. Having as many quality conversations as you can, every single week, should be your first priority. It's not going online and thinking you'll put your destiny in the hands of Facebook or Google AdWords. Telemarketing is a conversation that contributes to the people you're calling.
HOW TO USE CONTENT MARKETING -- ONLINE & OFFLINE -- TO SUPPORT TELEMARKETING
The real boss -- the consumer -- is starting to say, "Stop bothering me," because so many in real estate are taking (calling non-stop, etc.) and offering nothing of value in return. Lead generation no longer works the way it used to. Listen to this section for the real "meat and potatoes" -- tips on how to tie your online and offline marketing into your telemarketing plan.
IT'S ABOUT PROSPECTS FIRST, APPOINTMENTS SECOND
All of the cold callers are trying to book appointments -- it's all about the appointments for them. With telemarketing, it's about prospects FIRST, appointments second. If it's all about the appointments, you have the priorities backwards. The prospect relationship needs to come first.
TELEMARKETING NEVER STOPS!
You're always going to be calling and marketing a message via the phone. You're telemarketing a certain message to a lead. You're telemarketing an upgraded message to a prospect. When they're a client, the calls become very hyper-specific, going over and over the plan. This all happens by the phone and yes, it's supplemented by online and offline marketing. If there are no phone calls happening in your business... Get going with telemarketing immediately!
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In this Episode We’ll Cover: Why Memorializing Your Best Ideas Will Save Your Business!
WHEN YOU HAVE AN IDEA AND IT TRIES TO RUN AWAY
I can't believe the number of top producers who can't articulate how much Gross Commission Income they want to net. Set a number! This gives you a North Star, so you can adjust on the way. Good ideas immediately try to run away. I use mind-mapping software and some other techniques to ensure that good ideas don't run away from me.
WRITE YOUR IDEAS DOWN IMMEDIATELY
Get into the habit of writing your ideas down. Type them out in your phone or jot them down on a notepad but write them down immediately. You can "formalize" or hash it out in more detail later, but be sure to initially write it down, so you don't lose it due to a short attention span or a hectic life. If you have to come back to an idea later and you didn't write it down... it's gone.
CATEGORIZE YOUR IDEAS LIKE A MANAGER
Here's the real how-to: Learn to categorize your ideas like a manager. The manager has to figure out where that idea fits in the best in a real estate business. Is this a marketing idea? Where does this help me improve the strategy for marketing (or whatever module the idea fits into)? Thinking about an idea as a manager allows you to pull the idea up out of all the noise. Properly shuffling an idea into a module as part of a managed strategy is how an idea will save your business. Not every idea will work out perfectly, but if just a few of them are dropped into the proper locations -- Wow!
MEMORIALIZE THOSE IDEAS INSIDE YOUR PLAN
To recap: You have a great idea. Open up your phone or take out a notepad and write it down. (Even if you use a digital form of note-taking, you should still go through the physical act of writing it down using a good old-fashioned pen and paper.) Categorize the idea by injecting it into the proper area in your plan -- Marketing, Prospecting, Closing and so on. This all relates back to memorializing your ideas. The Manager in you will scream at the Technician, "Write this down! This is a good idea!"
WORK ON TACTICALLY IMPLEMENTING THOSE IDEAS
Testing can begin after you have memorialized the idea in your plan. You can master the Best Practices in your plan if you Manage them. Work on the ideas tactically after you've written them down. This process will force you to slow down, so an idea won't run away with your business. The best feedback will be from the consumer who responds to an idea. That will tell you whether the idea is a winner.
In this Episode, We’ll Cover: Why I should have punched myself in the face!
Learn more here: : https://therealtyclassroom.com/podcast/punched-face
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THE DANGER OF GUESSING & THE LAW OF CORROBORATION
There's a big danger in guessing and how that leads to the "Law of Corroboration." What do I mean? When you have a perception of how something works, that's a guess. If you're guessing, you can't go back to Episode #62 about written goals and be accurate. If you are guessing, you will only look for corroborating evidence that supports your guess. For example, once you've written down your goal for gross commission income (GCI), you will go do research to find evidence that it is possible. My goal is to get you to be very pragmatic at this moment in time, as you seek evidence to achieve your GCI goal. If you rely on guessing, your plan will also be subject to guesses.
THE WRITTEN GOAL PROTECTS YOU FROM YOUR WHIMS
Once you have your written goal, which I hope is geared a little bit toward a "luxury-sized" number, you will tend to be whimsical. We all are. That's when you start making BAD, whimsical decisions. "It's harder to get there than I thought, so I'll just go back here." No. That is simply you making a whimsical decision based on the challenges of growing a business. Writing the goal down helps you stick to the plan.
IF YOU'RE STUBBORN (AND INSECURE) LIKE ALL OF US!
You have to check yourself on a regular basis if you're stubborn (and insecure) like all the rest of us. Don't fall into the trap of, "I made this decision and I'm stickin' to it!" Believe me, I understand: It's painful to look at a mistake and realize that you've charted a course in the wrong way. If you're irredeemably stubborn, you might wake up in 15 or 20 years and wonder why nobody warned you that you're doing it wrong. Insecurity is another killer. Remember, instead of asking "Who am I?" you should be asking, "Why not me?"
NEVER STOP QUESTIONING YOUR GOAL AND YOUR PLAN TO GET THERE
There's no such thing as a straight path to your goal. You're going to have wins and losses, and you're going to get beaten up from time to time. The more that you question your goal and plan, and make this a game worth playing, the more likely it is that you'll be able to make those course corrections when they're necessary. Asking questions helps you refine your plan.
THE BONUS: YOU'RE LEARNING AND ADJUSTING
When you have the courage to take a beat and question your goal, you're learning and adjusting. I want you to look in the mirror and see someone special, who wasn't quite sure they could go to this new place where they're a high achiever with a successful real estate business -- but they did it!
In this Episode, We’ll Cover: Why You Must Have Written Financial Goals!
1. Syncing The Right Brain & The Left Brain!
2. G.C.I. - The Biggest & Easiest Goal To Focus On!
3. Writing It Done Then Digitize It Inside Your Plan!
4. Result: Programming Your Subconscious To Choose The Correct Resources!
5. The Effectiveness Is Real – Just Ask Lee (TRC Episode 61)!
SYNCING THE RIGHT BRAIN & THE LEFT BRAIN
It is your brain that's running your business, correct? It's up to you and all the decisions that you make. It's a fact that the right side of your brain is creative and the left side is analytical. Let's talk about how to "rewire" your brain to set it in the direction of your goals. What goal?
G.C.I. -- THE BIGGEST & EASIEST GOAL TO FOCUS ON
This goal: Gross Commission Income (GCI). Start with a number -- just write down the number! This may sound a little strange, but when you write the number down, 1) Be practical, but 2) Don't be practical. Be practical about what's possible before you get creative and seek what's "beyond possible." They're both there for the taking. Write down the reasonable number that you want when you write this GCI goal down.
RESULT: PROGRAMMING YOUR SUBCONSCIOUS TO CHOOSE THE CORRECT RESOURCES
The answer to how you reach that reasonable GCI goal is in your head. Doesn't matter if it starts on the right side or the left side of the brain -- I want you to get that goal "out" of your head and write it down with a good ol' fashioned pencil and piece of paper. As you write it down, something is happening in your brain. There's a trigger of clarity that begins to happen. The next step is to digitize the goal that's on paper, into a simple mind-mapping software. Then, go back to the question from the previous podcast: "Why not me?" Getting it out of your head and into paper helps to program your subconscious to focus on the resources you really need to reach the goal.
THE EFFECTIVENESS IS REAL -- JUST ASK LEE! (TRC EPISODE 61)
When you do a dive into MLS looking at how many transactions there were and average sales over the past year in your geographic area, the math of your GCI goal will suddenly start to make sense within your plan. Don't get confused by any complicated goals. If you want to see how this works, go back and listen to Episode 61 for Lee's story. This works!
In this Episode, We’ll Cover: Is It Possible to Triple Your Average Sale?
➡ Sharing Testimonials With Caution
➡ It Starts With The Manger’s Marketing Plan
➡ The First Step Is Awareness Of Where Money
➡ The Next Step Is The Mindset: Why Not Me
➡It’s Not A Single Medium Or Idea – It’s Patience For Process
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➡ Web: http://bit.ly/trc-podcast
SHARING TESTIMONIALS WITH CAUTION
I really hate hyperbole in this business. It seems like everybody lies about their gross commission or how many transactions they have. It's better to be real. This is why you never see me sharing crazy, over-the-top testimonials. When I do share testimonial successes, I do it with some caution. With that in mind, is it possible to triple your average sale?
IT STARTS WITH THE MANAGER'S MARKETING PLAN
One of my mastermind members did, in fact, triple his average sale price. The process starts with the manager's marketing plan. The manager's perspective is key. You have to plan out your marketing - where will you do it and who are you marketing to? Sit still and plan this!
THE FIRST STEP IS AWARENESS OF WHERE MONEY IS
The next step in the plan is to go into the MLS and look at the average sales price last year in your preferred marketing area. You're paying for MLS and it's loaded with useful statistics to figure these things out. Sales prices in my mastermind member's preferred area were more than double the sales prices in the area he was currently targeting. It took just a simple exercise to figure that out.
THE NEXT STEP IS MINDSET: WHY NOT ME?
A lot of realtors talk themselves out of marketing to the luxury market because they don't have experience with "those rich people." Here's the dirty little secret about rich people: They're people. Just people, like everyone else! There are difficult people to deal with in every segment of real estate -- because they're all people. Change your mindset to target a more luxurious market of customers. Ask yourself the question, "Why not me?" Why shouldn't you be that agent? What's holding you back?
IT'S NOT A SINGLE MEDIUM OR IDEA: IT'S PATIENCE FOR PROCESS!
My mastermind client tripled his sale price using the steps outlined in this podcast, so yes -- it is absolutely possible. It is not about a single postcard, medium or idea. It's the process -- and having the guts and patience to stick to that process.
Learn more at http://therealtyclassroom.com/trc061
WE DON'T KNOW WHAT WE DON'T KNOW
This is a lesson that I learned from the one-and-only Michael Gerber years ago: We don't know what we don't know. Here's an example from Gerber. An entrepreneur will decide one day that because he knows how to bake pies, he knows everything he needs to know about the pie business. That's just not true. What we often don't know as small business owners is, "How does the business really work?" This is why you have to seek out a plan and why I give away the framework of what to do when you're planning.
YOU NEED A MANAGER'S PERSPECTIVE
If you want to run this as a true business (real estate), you need to decide who you have to become to run the business. You can be a technician or an entrepreneur (we tend to run to those two roles), but you cannot abandon the requirement to be a MANAGER. Once you begin to know certain things, such as marketing, you have to look at those things from the manager's perspective. Thinking like the manager helps to prevent you from making reactionary, rushed decisions like the technician might.
THE MANAGER REFERS TO THE PLAN
Every time there is a decision or a desire to do something to move your business forward, the manager refers to the plan. You need an overall plan with all three personalities mixed: Technician, Entrepreneur and Manager. Listen to this section for my tips on how to break the process up into modules for your real estate business! This allows you to make a plan and stay on track as a Manager.
THE MANAGER MAKES ADJUSTMENTS BASED ON FEEDBACK
When you go through the managed process when it comes to marketing -- from crafting a message, deciding who to send it to, and how to send it to them and so on -- pay attention to results like a manager. Adjust the media and the message, based on whether it resonates with the audience. The Manager will follow a plan, test it and adjust.
YOU MUST HAVE A PLAN!
How about if you stop and go get a plan (if you don't have one)? I understand that's not easy, so that's why I provide a framework that covers universal basics, no matter what type of real estate business you're trying to build. I wish that someone would have knocked me over the head with this when I was first starting: YOU MUST HAVE A PLAN! If you don't have a plan, go get one and stick to it. That's how you succeed in real estate.
THE ONE-TWO PUNCH: MARKETING & CONVERSION
A lot of people in real estate make the same mistake. We start out as an independent contractor an entrepreneur and we jump right into the technical work, but never take a beat to think, "I wonder how this highly technical real estate business actually works?" Henry Ford, for example, figured out how the assembly line process worked in other fields and applied the lessons to make cars more efficiently than anyone else. The real estate "assembly line" is in flux because of the digital age right now, but some things have not changed. Marketing and conversion are still the one-two punch of managing a real estate business! Listen for advice on how to PLAN and manage the marketing and conversion processes
WHAT BROKERAGE WILL YOU "JUMP" TO NEXT?
Before you make a quick and emotional macro decision like jumping to a new brokerage, stop and ask what it is that you don't have that's preventing you from growing. Is that brokerage that's luring you in with "sizzle on the steak" really going to help your business grow? A new brokerage may offer so much sizzle and crackle that no one challenges themselves with important questions like, "How will this help my independent business grow?" Impetuous business decisions are based on emotion, whether we want to admit it to ourselves or not. Get a contrarian opinion.
WHAT TEAM WILL YOU "JUMP" ONTO NEXT?
I've heard this a lot lately. Jumping to a new team without thinking it through can lead to all sorts of bad situations: cannibalism of business, split revenues, an inability to keep up with top producers which leads to grumbling and so on. Take the time to make a rational decision: Write down the pros and cons of being independent versus joining a team or brokerage, both of which may or may not really offer the help you need. Again: Get a contrarian opinion.
WHAT WEBSITE WILL BE YOUR SAVIOR?
I've seen a lot of top producers fall into this trap. Some new website platform may offer a ton of lead generation, but is there a real conversion process? What happens a lot of times is a ton of brokers jump to a new web platform and therefore, curious consumers follow -- but they're not real leads and there's no conversion process. I offer a ton of helpful advice for your website in this section of the podcast -- trust me, you need to listen to this!
THE REAL QUESTION: WHAT STRATEGY ARE YOU FOLLOWING?
Before you make any of these decisions (brokerage, team website), did you ever really ask yourself, "What strategy am I following?" You may join a new brokerage, followed by a new team, which is followed by a new website -- but is there any money left at the end of that? For anybody? That's a pretty good strategic question! The bottom line is that you shouldn't be in a hurry to make so many impetuous decisions.
THE PROCESS FOR IMPROVEMENT: WHAT SMALL ADJUSTMENTS ARE YOU MAKING?
It's now ten times harder to grow an independent business than ever before. The small business failure rate is way higher than the experts state. That's because most people don't have the discipline to sit still, think, and make small strategic adjustments.
HOW'S THE MARKET?
The most important question that you'll have to answer is: "How's the market?" It is the most common knee-jerk question that people will ask when they first learn you're a realtor. Since that's the most common reaction, you must have an answer ready.
STICK TO THE SIMPLE AND INTERESTING STATISTICS
How do you do that? Stick to the simple and interesting statistics. You don't need to go too far or make up random opinions in your answer. You're a professional in a market where most people are making the largest financial transaction of their lifetime. You should know some specifics about the geographical market where you're trying to help people buy or sell. Don't go off on some long dissertation in these early conversations. Keep it simple and interesting! People want to know current price-per-square-foot, average sales price and other simple statistics. Don't do a deep dive -- stick to the cocktail party talk stuff!
PRODUCE AN INFOGRAPHIC DEPICTING THE FACTS
My recommendation is that you pull some of these statistics on a monthly basis, so you always have this information. Take that info and produce a simple infographic. Make it pictorial and easy to digest. You don't want something will force people to do any heavy lifting just to read it.
ADD YOUR INSIGHTS
When you have that infographic in a handy print-out form, you're ready to discuss it and ADD YOUR INSIGHTS. I've said it many times: The most important thing to market is YOU. Nobody else can do "you." Even if you're a rookie and you don't really have an opinion on it yet, you can deliver the facts from your infographic with your insightful voice. State some facts, add in an anecdote and voila! You look and sound like a seasoned pro with just a little bit of information.
MAKE YOUR OFFER IF THEIR TIMING IS RIGHT!
Understand that this is a core piece of "global" content that can be used everywhere. The answer to, "How's the market?" is relevant no matter what context you're in as a realtor. If you have that core piece of content, it's a springboard to then offer to sign someone up for your newsletter, look at properties in MLS or whatever tactic you're using to reel them in.
WHERE IS YOUR MARKET?
If you're going to figure out the ideal message for the ideal client, that's great -- but where IS your market? It often surprises me how undefined agents' markets are when they come to me for marketing advice. You are making marketing decisions nebulously if you don't know where your market is. My market today is in some very small, dense areas with plenty of real estate transactions happening. But when I started out, my market was all over the map! Defining your market gives you a sense of geography for your business.
TO WHOM AM I SPEAKING?
Who is your ideal client? You may have the type of personality where you're willing to work with anyone, but this is about marketing. You must know your ideal client so that you can market to them. Speak to that ideal person in your marketing, so that the whole crowd is getting the ideal of your message. I know it sounds simple, but have you ever really sat down and thought it out? It's important to know the "who" so that you have a message that matches them.
WHAT DO THEY WANT?
How do you craft the message that matches your ideal client? Ask that simple question: What do they want? Forget about your own resume, credentials and dazzling abilities. What do THEY want? See them as the hero and position yourself, in your mind, as the guide. This is so much easier to use as a starting point.
GIVE THEM WHAT THEY WANT!
The internet has forced all of us to give. For many years when the MLS was proprietary, people had to come to you as the gatekeeper of the information they wanted. Hint, hint: That's what they want! Even if this makes you cringe, you must give something that they want away in order to magnetically
PROSPECTS PURSUED RUN AWAY
Think about this from the perspective of you as the consumer and not the real estate agent. If you are a prospect who is just browsing in any sales context, and you're being bombarded by a salesman, there's a good chance you'll leave that store without making a purchase. If your whole marketing plan starts with aggressive pursuit, you'll chase them away more often than not. When most people start to dip their toe in the water on real estate, they have a ton of information to consume about a large and emotional transaction; they don't want you to pursue them at this point. Whenever you can avoid aggressively pursuing them -- don't do it!
BALANCE MAGNETIC MARKETING WITH HELPFUL PURSUIT
Helpful pursuit and magnetic marketing work hand in hand. It's a creative challenge. Can you market something at the right time and to the right person that magnetically attracts them (as opposed to repelling them)? This is where helpful pursuit comes into play. As an example, if a person sees your video on social media and signs up through an opt-in page, they've taken that step and said they want to know more. NOW the helpful pursuit is what helps move them from the prospect column to the lead or even client column.
Your marketing needs to match THE MARKET that you're trying to reach. Are you talking about yourself a lot in your marketing efforts? (Please say "No.") Instead, you should be sharing cocktail party-level knowledge about what the market is doing, because that's what people need up front. What's selling? Why is it selling? What are the real trends for comparable properties? You can deliver a very particular message about your very strategic help to a particular listing. That's what they want and need - not a dissertation on who you are. That's pursuing them in a helpful way.
CHOOSE YOUR MEDIA LAST IF POSSIBLE
Define your geographic area first: I'd like to find listings in this location. That allows you to next figure out how to get your message to those people and how to "tweak" it based on their context. Ultimately, you want to be giving them property information that will highlight your insight. Only then do you figure out the best way to get the information to them.