Leads Who Have Visited Your Website: When you generate a lead from your website, mention how you obtained their information and reference any material they downloaded. Consider the following script when calling a lead who recently visited your website: “Hello ___. This is ______ from _________. I’m calling because you downloaded my guide on “How to Make the Best Offer In Today’s Housing Market,” and I have some new information I haven’t had a chance to add to the ebook but would like to share. It’s about what I’ve learned from clients who’ve been caught up in bidding wars and how they came out on top. If you’d like to learn more about making the best offer to win the house of your dreams, my number is ______. I’ll follow up with an email as well {mention texting if you don’t have an email address}. I look forward to hearing what you think about the ebook. Again, my number is ___________ . Have a great day!” As I mentioned earlier, this won’t be the last voicemail you leave, so get creative with future messages. The next day you could leave a voicemail similar to the following: “Hello ____. This is _____ again, calling from ______. I ran across some information on a client who made dozens of offers on houses before someone finally accepted one of them. We learned a lot from experience, and I successfully used the findings to help other homebuyers make bids that were accepted early in the house-hunting process. I thought I would share it with you to save you time and make it easier for you to purchase the home of your dreams. I’ll email you the information. Give me a call if you would like to review it together. Thank you.” Give them a reason to call you back. Did you notice how I mentioned new information they might be interested in both voicemail messages? That will grab their attention more than simply introducing yourself, thanking them, and asking them to give you a call if they have any questions. Come from a place of helpfulness by giving them something to look forward to, which will solve a problem. Leads from 3rd party vendors When calling a lead that was generated from a 3rd party vendor, it’s important to let them know how you received their contact information and why you’re calling. This type of lead may have looked at dozens of homes and requested information from as many real estate agents, all in a matter of minutes. The quicker you respond to this type of lead, the more likely you’ll beat out the competition. Start on the right foot by 200
putting them at ease with a quick introduction and some facts: “Hello ___. This is ______ from _________. I’m calling because you requested information through [vendor] about [address of house]. I’m available right now to answer questions. I found a couple of other homes near the one you’re interested in, and they are similarly priced. Do you want to talk tonight? You can call or text me at ___________. I look forward to speaking with you and answering any questions. Again my number is ___________. Thank you!\" FSBO Leads Whether you come across a FSBO or a client mentions one, you can take a variety of approaches when calling the seller. Consider leaving a voicemail that’s focused on a potential buyer (keep in mind, you must have a client interested in their home). Give this script a try: “Hi, I’m calling about the home you have for sale. One of my clients mentioned your home the other day and how it was being sold privately. I was wondering if you would be willing to pay a buyer commission if my client wants to buy your home. If so, please call me at ____________ and let me know. My name is ________ and I’m from [your agency]. Again, my number is __________. I look forward to hearing what you think about a potential sale. Thank you.” Another FSBO voicemail script Might include talking about your connection to the neighborhood: “Hi, this is _______from ________. When I was out running around the other day, I noticed that your house was for sale by the owner. Before you delete this, I just wanted to let you know that I’ve sold homes very similar to yours, in the same area, and above list price. You might have received a few “Just Sold in Your Neighborhood” postcards from me. Because I have met with many buyers looking for this type of home, I think I could help you meet your goal of selling your home. I’m available to answer any questions about finding the right buyer, and I provide a free consultation. Please give me a call on my cell phone at _____________. Again, my number is ________. Take care, and enjoy the rest of the day.” 201
Text Messages Scripts Texting Can Work Wonders for Your Real Estate Business Text messaging is a quick and personal way for real estate agents to connect and convert leads. Using texting scripts in different senarios can mean a big increase in ROI on your internet leads, staying in touch with your SOI, and generating referrals. The truth is that if you're not using text messages as a regular part of your sales and marketing strategy, you are losing out on huge opportunities every single day. Consider using text messages on your follow-up conversations and mass text campaigns to work internet leads, follow-up, and promotion campaigns. For that reason, here are some examples of text messaging etiquette and how you can use scripts to support your leads and customers. ● Engage new leads to start the conversation to get them on the phone ● Follow-up with leads ● Stay In touch with your SOI and Past clients ● Promotional Campaigns ● Provide better and quicker communication with clients. ● Polite autoresponder messages detailing when you are next available Circle prospecting ‘JUST LISTED’ text message Hi, I’m _____ with _____ We just listed a home for sale in your area at ________ for __________, and I wanted to make you aware of because we often find the ultimate buyer of a home is a friend, family member, or acquaintance that lives in the same neighborhood. Since we are doing everything we can to sell your neighbor’s home, I’d like to ask you if you know anyone looking to move into your community? (Follow The Same Flow as your Prospecting Scripts) (Try to Get them on the Phone) Circle Prospecting ‘JUST SOLD’ text message Hi, I’m _____ with _____ I was reaching out because we just sold a home for sale in your neighborhood for ______, and when one neighbor sells a home, it leaves other buyers wanting a property in that same neighborhood hood but are often left with no other choices. So I was curious as to when you plan on moving? (Follow The Same Flow as your Prospecting Scripts) (Try to Get them on the Phone) Zillow Text Message Hey there, this is __, with __ and I saw you had a past inquiry on Zillow regarding properties. I was just curious, did you find what you were looking for, or do you happen to still be in the market? 202
ZBuyer Text message Hey, this is __with ___ I saw that you had a request online regarding possibly selling your home for a cash offer. I was just curious if you could get an above-market offer on your home. Are you still considering selling? Circle Prospecting ‘HOT MARKET’ Text message Hi, I’m _______, ________ , I have been working in your area quite a bit lately and I don’t know if you know this but ___ amount of homes have sold in your area in the list ____ Days, and ____ of them sold at or above the marketed price! (Follow The Same Flow as your Prospecting Scripts) (Try to Get them on the Phone) Circle Prospecting ‘OPEN HOUSE’ Text Message This is _______, with _____ and I just listed Emily and Joe’s house around the corner from you. The seller wanted me to invite you to tour a grand opening this weekend from 11:00 to 1:00 pm. (Follow The Same Flow as your Prospecting Scripts) (Try to Get them on the Phone) Expired Text Message Hi, This is _____, with _____. I saw at one point your property came off the market and I was just curious, has it already sold or do you happen to still be taking offers on it? Please let me know! ‘FSBO’ Text Message Hi, This is _____, with _____. I saw your property online at one point and I was just curious, has it already sold or do you happen to still be taking offers on it? Please let me know! SOI Text Message Hi ________, this is _______, I am reaching out because I had a quick question for you. I'm not sure if you're aware, right now property values are through the roof! There are a ton of buyers interested in purchasing homes but with a lack of inventory, property values are steadily increasing! I was just curious, have you had any conversations in your network lately where people are looking to buy or sell a home? ‘Internet Buyer Lead’ Text Message Hey there, this is {{agentfirstname}} with (Your Brokerage or Team). I saw you had a previous inquiry online regarding buying a home. I was just curious, did you end up finding one, or are you still in the market? {{agentfirstname}} {{agentlastname}} 203
‘PAST CLIENT’ Text Message Hi___, it’s ____. I am reaching out to let you know I am setting up a service of approved vendors in the home services industry. A Lot of my clients have been asking me about it, so I figured I would just make a list. Do you have any home service needs right now? (Follow The Same Flow as your Prospecting Scripts) (Try to Get them on the Phone) Super Simple (soft touch) ”Hi! Do you have any real estate plans for 2022? Call me with any questions you may have. Agent Name Brokerage Information (if required by state)” Farming Text \"Hi ________, this is _______, I am reaching out because I had a quick question for you. I'm not sure if you're aware, right now property values are through the roof! There are a ton of buyers interested in purchasing homes but with a lack of inventory property values are steadily increasing! I was just curious, Have you had any conversations in your network lately where people are looking to buy or sell a home?\" Market Update ”Hey this is {{Agent Name}}, local agent/broker, with {{brokerage info}}. I just wanted to send a quick market update going into 2020! As you probably know, home prices are at an all-time HIGH, and something you might not know is interest rates are at an all-time LOW. This is resulting in my clients getting into bigger properties that they might not have been able to afford before. If you're interested in learning more, please give me a call. I'd love to talk to you! ” Buyer Tip ”Hi {{first name}}. Quick PRO Tip: If you’re still in the market for a new home but not sure what you can afford, your best bet is to talk to a mortgage broker. Unlike your bank, a mortgage broker can access multiple lenders to get you the best rate that could save you thousands. What do you say we get you pre-approved today?” MIA Lead ”Hi {{first name}}, just following up as I have made several attempts to connect with you over the last two weeks and I really would love to be helpful if there is any way I can. Would you mind sharing the 204
approximate time frame you’re looking at?” Home Valuation Follow Up ”Hi {{first name}}, this is {{agent first name}} the Realtor. I saw you are interested in potentially listing your home on {{address}}, I have 2-3 quick questions I'd like to ask to help us with a home valuation.” New Sign-Up from Web Form If a user signed up from a web form, you might already have basic info such as their first name and what neighborhood they’re looking in. Use this to reconfirm their inquiry. Hey there, this is __, with __ I saw your inquiry online regarding properties. I was just curious: were there any particular areas you were interested in or a specific price range? I’m just trying to narrow down some properties that may fit your needs. Request Specific Details Any real estate agent knows finding a client the perfect home can be tricky. Move buyers along the process by asking for specific information that can help you send them relevant listings. “Hi Sean, I’d love to set up a few showings for you. What neighborhoods are you interested in? What do you think of these homes in SB?” Follow Up After an Open House An open house is an ideal place to form interested buyers. Schedule a text to follow up with all visitors who came to your showing. ”Thanks for joining us at the open house at 1725 Main St. Please reach out if you have any questions about the property.” Reply to Requests to Schedule Showings Successful real estate agents make it as easy as possible for leads to schedule showings. Avoid playing phone tag and use text messages instead. “I’d like to see 1725 Main St. in person. Can I stop by tomorrow at 11?” ”I’d be happy to show you around the home! I’ll see you tomorrow at 11.” Listing Price Change Alert 205
There’s nothing better than when a home that was previously outside of your client’s budget suddenly drops in price. Send over this important info right away. ”Hi Cecilia, the home you loved at 378 Deaver Dr. just dropped from $120K to $100K. Would like to place an offer?” Bring Back Dormant Leads Sometimes people get busy; other times, their situation changes, and they’re no longer in the market for a home. It’s easy enough to find out. Just ask! ”Hi Amy, it’s Andrew here! Are you still interested in searching for a home in the Wake Forest area?” Alternate Home Suggestions If a deal falls through because of a failed inspection or an inability to negotiate an appropriate price, use texts to send links to similar homes in the area. “Hi Alberto, I have a few homes I think you’ll love that are minutes away from the previous listings we were looking at.” Congratulations Text These are our favorite kinds of messages. Have good news for your client? Don’t wait to tell them! “Hi, Jonathan! I wanted to let you know ASAP that the home inspector didn’t find any issues, and the sellers have accepted your offer. Congratulations!” Text Message Examples “Click to view open houses that might be of interest to you. Here are those in the Dallas area at the $350,000.00 max price level. “I have eight amazing listings that won’t break the bank! They range from $58,000-$130,000. We can get you in to see them immediately. Would you like more details on any of these homes?” “Hi [insert name], check out this online tour of the Main Street house that I want to show you tomorrow. Let me know what you think. “[Insert name] thank you for visiting our website. We look forward to connecting with you soon. In the meantime, feel free to text us here. Otherwise, we’ll be in touch shortly.” “Hi [insert name], thanks for registering on our website. How can I help you with your search? 206
“I look forward to meeting you tomorrow on our tour of the three houses you have interest in viewing. The first address is 5555 Example St, Example, EX 50614. Let’s start there at 10 am and go there. Text me here if anything comes up.” *Of course, one important thing to note about the text script above is that it includes an address. This will, of course, link to whatever map app they have in their phone. This is an added bonus since they would probably search that address in their map app on their smartphone anyway. “Hi [insert name], it’s George with The Real Estate Group. Is there any specific listing I can email you?” “Hi [insert name], it’s Sam with The Real Estate Group, LLC. Here are the houses I think you should check out tomorrow: 1) Adams St. House, 2) 33 Acorn Dr and 3) 12 Circle Cir.” “Hey [insert name]! What is your availability this week? We could set up an appointment to browse a few homes. This way, you can get a better idea of what’s out there.” “How long have you been searching for a home? It can completely be a tedious process. Let me know the basics and I can send you what we have right now!” “Hey [insert name], I have a free webinar tonight on how to get the most for your house, come to www.freehouse at 9AM PST.” “It’s a HOT, HOT, HOT summer market. What’s your home worth? Text back for home evaluation!” “FREE Seller Seminar: How to Sell for More. Topics Include: Seasons, Home Preparation, Market, Price, Trends and so much more. For more details on this event, reply “Yes”. Text STOP to end” “Thanks for your interest in the Realtor in Los Angeles 101 Guide Webinar. For your convenience.“ 207
Video Prospecting Scripts and Dialogs Email Scripts and Video Script #1 Email/Video GET YOUR HOME READY FOR SALE, PARTNER WITH A PROFESSIONAL AGENT TO HELP YOU Hi, this is (Agent name) here to share how to get a house ready for selling. When it comes to selling a home, every detail is important. A small missed repair can have prospective buyers thinking that something bigger may be wrong with your home. Most buyers are interested in a \"move-in ready\" house, and even the smallest concern can ruin a deal. Even if you weren't considering selling right now, you could still do small, inexpensive repairs and updates that make a world of difference. Start with simple things like cabinet handles, water stains, cracks in tile, caulking, loose bricks on walkways, etc. After living in a house for an extended time, you may not notice the little things that need to be cleaned or fixed, but buyers will! That’s when it can be helpful to partner with a professional real estate agent who can help point out EVERYTHING that stands out and needs to be done. Call me at (Phone number) so I can share these and other insights that make a world of difference in how fast we can get your home sold. #2 Email/Video THE GOOD OLD DAYS, HOW BUYERS HAVE CHANGED IN THE MODERN ERA Do you remember the good old days when anyone could sell their home at any time and make thousands in profit? Well, that time wasn't so long ago, but times have changed. Hi, this is (Agent name), here to share with you the mindset of the modern home-buyer. Buyers are more sophisticated in this technological age and have access to more information about YOUR home than ever before. There was a time where anyone could get a home sold, but the “easy sell” days were coming to a close. 208
It is still easier than most times to sell a home, BUT it's also easier than ever to leave thousands of dollars on the table. That’s why it is vital to partner with a Real Estate agent who can help market and promote the property to get the most attention possible from the most number of buyers. Every day, I see home sellers lose money and waste precious time because they make critical mistakes or agree to concessions they didn’t need to. I’ll be happy to put my experience and insights to work for you to help avoid any potential obstacles along the way. Call me at (phone number), so I can show you the latest services I offer that make a huge difference in getting full market value for your home. #3 Email/Video HUGE MISTAKES THAT HOME SELLERS MAKE BUT CAN AVOID Hi, this (Agent name), here to share with you the seven huge mistakes that home sellers make but can easily be avoided: 1. Not getting accurate information about pricing their home. 2. Not reviewing comps of other homes that have sold recently 3. Assuming that they can add costs of home improvements on top of the sales price. 4. Not properly staging a home, so it stands out and welcomes buyers. 5. Using outdated or low-quality photos. 6. Not having a financial backup or having a plan \"b\" if you are on a deadline. 7. Hiring someone who doesn't know the best practices and strategic approaches to selling a home. These are only a few huge mistakes that can be made when selling a home. If you know who would like to put my significant experience and knowledge to work for you, avoid every mistake. Give me a call at (phone number); I cannot wait to hear from you! #4 Email/Video “OLD SCHOOL” REAL ESTATE COMPANIES Hi, this (Agent name), here to talk with you about why the “old school” ways of getting homes sold won’t work for you in this day and age. Marketing strategies have changed as technology has evolved. The old-school real estate agents still believe in putting your home in MLS, and popping up a sign in the yard will have buyers flock to your door. This strategy may have worked in the past but not anymore. Though those two steps help get a home sold, relying on them alone can cost you precious time and thousands of dollars. 209
Today, selling a home requires an integrated approach that many real estate agents are simply not prepared to do. Therefore, you should expect from your agent a detailed marketing plan on how they will get your home sold. You need to know many other important marketing steps in the home selling process. Give me a call at (phone number) to get the latest facts and trends impacting home sales in your area. #5 Email/Video HOMES THAT SELL FAST ALSO SELL FOR THE MOST MONEY Hi, this (Agent name), here to share a few secrets to sell a home fast and for the most money. The first thing you need is local market information. Look at homes that have sold in your area, then compare the listing price to the closing price. This will help you get a feel for the average discount in the area. Using this tactic, you will be better informed about the pricing of a home from FACTS from YOUR AREA - not on what you assume offers should come in as. If the selling market is hot in your area, there will be little or no discounting. There may even be bidding wars and homes selling for more than list-price. On the other hand, if homes are not selling well, you will need to be flexible. The key is to do your homework and seek advice from a professional who's already done theirs. Call me at (Phone number)! I've done my homework, and I'm ready to help you. #6 Email/Video FOUR MARKETING SECRETS TO HELP YOU MAKE THOUSANDS MORE PROFIT Hi, this (Agent name), here to share with you the first of four marketing secrets that will help you appeal to more buyers. 1. Purchase decisions are more emotional than logical. Let's think about this for a minute. People don't necessarily buy homes purely out of logical reasons; they purchase homes because of the feelings it gives them. So, it's important to recognize and appeal to buyers' emotions when marketing a home. Nearly everyone buys a home thinking of the lifestyle benefits they'll get by living there. Every home needs to be displayed differently, and it takes particular marketing to position each home to appeal to the right buyers' emotions. 210
Give me a call at (phone number), and let me put my marketing experience and insights to work for you and find the right buyers to get the home sold. Stay tuned for the next three marketing secrets, or give me a call to find out sooner. #7 Email/Video THE NUMBER ONE REASON A HOME DOESN’T SELL Hi, this is (Agent Name), here to tell you that the number one reason a home doesn’t sell is the PRICE. It’s critical to use a fact-based objective approach to determine the value of your home. Sadly, sentimental value does not increase the market value of a home. The first step to finding the real market value of a home is looking at comps of listings that sold in the last 2 months in your area. If you or someone you know is interested in selling a home and have any real estate-related questions, please give me a call at (phone number). #8 Email/Video DETERMINING THE BEST ASKING PRICE FOR A HOME Hi, this is (Agent Name). Today, I want to determine the best asking price for a home. When a home is listed at the right price from the start, you’ll solidify your ability to attract MORE qualified and serious buyers. On the other hand, if your home is priced too high, you might attract window shoppers, and if priced too low, you run the risk of receiving a lowball offer. The key is to understand how the housing market performed over the past year and what lies ahead for the future. I have the experience and knowledge to help find the right buyer and get any home sold for full market value! If you or someone you know is interested in selling in the near future, I would love to talk to you. Please call me at (phone number). #9 Email/Video SELLING A HOME INVOLVES A MOUNTAIN OF DETAILS Hi, this is (Agent name), here to tell you how selling a home involves a mountain of details. 211
Attention to detail can't be, \"added later.\" The home selling process has more twists and turns than most sellers expect. Understanding the details of what to expect will help you avoid the common mistakes to maximize your results and minimize your headache. My team prides itself on paying attention to the little details that make all the difference. Selling a home can be complicated, so sidestep the common mistakes for a smoother, faster, and more profitable transaction. Please give me a call at (phone number), so I can share some of the finer details others may miss that will help get your home sold! #10 Email/Video IF YOU THINK HIRING A PROFESSIONAL TO SELL YOUR HOME IS EXPENSIVE, TRY HIRING AN AMATEUR! Hi, this is (Agent name), here to tell you about hiring a professional agent when selling your home. If you think hiring a professional to sell your home is expensive, try hiring an amateur! The agent you hire will determine if your home sells or not… and how much you ultimately net if you do sell. There are a lot of decisions that need to be made when selling a home. A professional agent is experienced and can help you avoid trial and error that can be very costly to you in the long run. A professional agent is up to speed on the latest online and offline resources that attract buyers. When unexpected issues or challenges surface, a professional has the experience to handle it, so the process continues to move forward. Don't get caught off guard by the \"what ifs\" in real estate! Call me so I can show you the latest services I offer that make a huge difference. #11 Email/Video DID YOU TRY TO SELL YOUR HOME? AND IT DIDN’T GO AS EXPECTED? Have you or someone you know ever tried to sell a home, and it didn’t go as expected? Hi, this is (Agent name). Here, talk to you about a key reason you may not get the results you want when selling a home. You can invest money in getting the house ready and make yourself available to hold open houses, but is that the best way to attract buyers? An effective marketing plan is the best way to get a home sold and find more buyers. Don’t spend time listening to excuses for why the buyers aren’t there and the home isn’t selling. The reality is: ‘if the house isn’t selling, it’s because the marketing plan isn’t working.’ 212
Don’t get caught in a situation where your home goes unsold. Make sure you hire an agent who replaces excuses with effort and failure with determination! I‘d love to answer any of your questions and show you how to create a custom marketing plan that will work for you! Please feel free to give me a call at (Phone), and I look forward to talking to you soon. #12 Email/Video THE BEST WAY TO FIND THE BEST REAL ESTATE AGENT Hi, this is (Agent name), here to share with you a tip to find the best real estate agent for you. When you’re looking for a real estate agent to help sell your home and get the return you want, where do you start? You have to read what other people have to say about them. So read their reviews. Most real estate agents will have a few testimonials on their website and maybe even some success stories from past clients. It's a great way for you to get an idea of their work ethic and past success, but are they the best fit for you? For the best results, you need to work with an agent with a proven track record of success. Here at (real estate company), we have helped thousands of home sellers not only sell their old homes but find their new dream homes. We are always working to help our clients by sharing our knowledge and experience to get the best results possible. So when you're ready to see what we can do for you, give us a call at (phone number) and find out why home sellers choose (brokerage/team name) to get their homes not just listed but sold. 213
Delivering a Powerful Listing Consultation Generate Listings On-Demand Our entire sales process is built around the different sales funnel stages. We generally break down the sales funnel into the following stages: Leads- You don’t know if it’s qualified or not. Phone Verified Leads- Are warmer leads expecting a call back within 24-48 hours Future Opportunities- These are homeowners whom we have been spoken to on the phone but need to be nurtured. It’s like an internet lead except better because we have already identified their pain points and motivation. Phone Appointments- These are homeowners who may not be ready to meet in person yet; because of timeframe or motivation, they agreed it was worthwhile to speak with you by phone to see if it makes sense to set up an in-person discovery meeting. Discovery Meeting- Willing to meet in person to have a discovery meeting to see whether it makes sense to work together. For Sale by Owners – Mindset ● Commission Sensitive ● Skeptical of the value that an Agent can bring them ● May have sold a house before on their own ● May have had a bad experience with an agent ● Might be testing the market before using an agent ● Thinks all agents are created equal Expired Listings - Mindset ● Getting blasted with agent calls all saying the same thing: “I’m the best.” ● Thinks all agents are created equal ● Lack of communication with agents ● The agent over-promised -Under-delivered ● The agent was not knowledgeable of the local market ● Felt like their interests were not protected ● Lack of performance ● They blame the agent for lack of Results Agent Mindset ● Agents need to have a long-term perspective ● It’s impossible to change the natural dynamics of real estate 214
● It’s important to track your numbers and not to prejudge the opportunities ● Base your strategy around the stage your lead is in Becoming a Trusted Advisor ● Don’t talk about how great you are; first, focus on what is important to the client, their values, and their decision-making process ● Don’t engage in too much superficial chit chat, keep the conversation meaningful and keep it about them and the property and keep the emotion out of it ● Ask effective questions and listen carefully to the answers ● Drill deep until you truly understand where they are coming from ● Know your scripts, dialogues, and objections so you can stay focused and confident instead of anxious about what you’re going to say next. ● Uncover their problems and align your solutions accordingly to achieve their goals ● 1st Build trust and rapport 2nd make emotional connection 3rd show that you want to help 4th show confidence in your ability to do so Working Your Phone Consultation Option 1 (Goal: In-Person Discovery Meeting) ● The goal is an In-Person Discover Meeting, not to sell them on your services. Not a sales pitch or a listing presentation. ● Establish upfront that you won’t keep them long, and you just want to ask a few questions to understand their needs and if it makes sense to meet. ● Use their questions or objections as a reason to meet in person “once you see the house.” ● The goal is to build rapport, create a strong impression that you can help them, and build their curiosity about what you could achieve, so they want to meet you in person. *Phone Consultation- Homeowners who are a little warmer. They are willing to speak to an agent to determine if it makes sense to meet. Have an “agent mindset” discussed previously. 215
Working Phone Consultations Option 2 (Transition to Virtual Presentation if possible) Don’t try this if you're not extremely skilled on the phone or can’t use Facetime or virtual meetings like Zoom. ● Ask your questions during the walkthrough ● Show your listing presentation/marketing plan virtually ● Show net sheet and pricing ● If pricing is a sensitive issue, pull back and set an in-person meeting to discuss *Use Virtual presentations to connect with your future opportunities too. Frequently millennials won’t meet in person until they have talked to you virtually first. Phone Appointment Recap ● A good call will follow your 7-Step Sales Process ● Time frames, establish that it will be a quick call ● Introduction – The purpose of the call ● Make sure they understand that there is no financial commitment ● Building Rapport and Qualifying based on motivation and time frame ○ Asking effective questions (FSBO vs. expired) ○ Recommend meeting in person based on shorter time frames vs. longer ● Give them enough Value to want to meet with you and or do a virtual meeting ● Keep their curiosity high ● Make sure all decision-makers are present if possible ● Follow-up if the appointment did not happen; persistence plays in your favor because it shows them you're serious Discovery Meeting vs. Listing Appointment Discovery Meeting (always comes first) Designed to determine if you can add value to their situation and if it’s someone you think you can help. It’s important to build rapport, trust and set up for the next step: the listing presentation. 216
Listing Appointment Seller is in decision mode and open to list/hearing more about your marketing plan, process, net sheet, pricing, and more. ● Sometimes the Discovery Meeting will turn into a listing appointment, but it’s important to keep them separate ● Real estate is about the long game, and as a trusted advisor, you will discover where they are in the sales cycle ● Explain how it’s to their advantage to take action sooner rather than later but ensure those reasons align with their values and goals Pre-Appointment Preparation Adjust this process based on the timeframe and motivation expressed in previous discussions or communications and their stage in the sales funnel. ● Identify seller’s pain points and motivation ● Complete Seller Discovery Sheet while listening to the recording (remember, don’t prejudge) ● Prepare the numbers ● Prepare all listing paperwork ● Send out Credibility Kit ● To confirm or not to confirm: ○ Some agents confirm- We found that you would need to have a very solid script if you confirm because the seller may get cold feet, and if you're not good at or prepared for overcoming objections, you will get the blow-off. 217
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Future Opportunities A significant part of your ROI over time; don’t take them for granted. ● An effective follow-up system to nurture leads is the key to success. ● FACT: it takes 8-12+ touches for the average seller to feel comfortable working with an agent - depending on the sales cycle stage. ● Most Agents follow up no more than two times. You can separate yourself from your competition by simply staying in touch ( See Follow Up chart). ● Every top producing agent blocks time every day to make personal follow-up calls or outreach to reach the 8-12+ touches. ● Top agents never compromise their direct revenue-generating activities. There’s nothing more important than that. 221
Delivering A Powerful Buyer ConsultationClosing The Sale & Maximizing your Commission The Art and Science of Closing The Sale ● You can be great at lead generation and great at landing appointments, but it can mean the difference between being average in business and being great if you can't close. As obvious as this sounds, this 20% activity is not a major focus for most professionals. This section aims to give you the framework to become a dynamic closer and do it without coming across as pushy. ● It’s important to remember that you are actually closing throughout the entire sales process. Your goal is to get several agreements and closings through the different stages of the sales cycle. ● The art and science of closing a deal is about transitioning an individual from one stage to the next. Meaning closing happens at every stage of the sales process, from an appointment to an agreement on price changes, counteroffers, and getting referrals after the sale. It’s all part of the closing process. This is why getting good and negotiating with people is critical. Making the sale is your job, and if you offer great service, you should be bold, confident, and proud of what you do. Don’t be afraid of securing the appointment or asking for a commitment because if you don’t, another agent will, and you will lose the opportunity. Closing Strategies Lead - Lead - Lead Close ● This is the model of small commitments and validations. You state three ‘leads’ - statements the prospect has agreed to be true or valid, and your close is stating the logical next step. ● Lead: You’ve explored homes for sale online, correct? And there are so many choices it’s sometimes hard to find the right home for your family, right? ● Well, the time it would take me to explore them for you will save you time on your end, would you agree? ● Close: Let’s agree to meet Tuesday to report to you what I have found. ● With this model, you essentially validate, validate, validate, and then close based on that validation. Feel - Felt - Found Show them your listening, tell them a story of how someone else felt the same way, and then 222
explain what they found and how it helped them. This works great in story form. Alternate Choice Close Offer them a limited set of choices. This can be used on appointment settings, showing houses, or any other decision to move them to the next stage of the sales process. Assumptive Close Acting as if they are ready to decide, and you assume the appointment and or contract and start walking them through the process of buying. This is one of the most powerful ways to move them into the next part of the buying process. Balance Sheet Close Adding up the pros and cons. This gives you a logical breakdown of the pros and cons, and then when the pros outweigh the cons, you go back and close on motivation. Best Time to Close Creating urgency around committing sooner than later. This can be due to market conditions, interest rates, or other factors like their pain or motivation to move or buy a home. Bonus Close Offer something extra not discussed to clinch the deal. This is when you might reach into your UVP bucket and pull one out to solve a concern or make sure they feel like they are getting the best service possible. This is situational and should be customized to their situation. Bracket Close Have a Commission Menu breakdown with the different services, focus on the middle one (6% commission with great benefits), and compare it with 7%. Be sure to make the one with a lower commission feel very undesirable. This is a great way to get a higher commission and close more deals. Of course, you will have some people go for the 7% along the way. Calculator Close Use a calculator to do a time-and-money evaluation. Walk them through how much their time is worth and how much money it costs to do what you do. Then, break down the commission and what the money goes towards. You can also calculate how much they could lose. Companion Close If anyone else is sitting in the presentation, it’s important to sell to and get agreements from them. If you don’t think they are the final decision-maker, they can influence the decision. The goal is to get them both to agree, and worst-case scenario, get the person on your side to influence the decision-maker. Concession Close Make an offer with an added concession based on whether they sign the contract. Make sure you have a good justification for it and that the deal is mutually beneficial. Conditional Close Link the conditionals based on the close. It gives them an opportunity to get out of the contract if certain conditions are not met. This could tie into your communication guarantee or other UVPs that you offer. 223
The Cost Close This is where you break down the cost of not doing business with you or making another choice, which should justify your commission. This works great with FSBOs, and you show them how much you get for homes over the average FSBO. You can also use it to back up the importance of having a powerful negotiator on your side. Daily Cost Close You can reduce the cost of your services to a daily amount or reverse it and show them how much it costs them daily by paying two mortgages, taxes, or whatever the case is by not fixing the problem. Demonstration Close You demonstrate how your process works so they can “see under the hood of the car,” this gains trust and confidence in their understanding of how you will help them and goes great with the enrollment close. “Let me show you how my process works.” Diagram Close Show them diagrams or compare your stats vs. your competitor's stats and then bring it back to their pain and motivation. Doubt Close Plant seeds of doubt that the alternative could leave them worse off. A good example would be someone trying to wait to sell in the spring. Walk them through why that might not be the best decision, and they might start doubting the idea of waiting. Economic Close Walking them through the net sheet or any other numbers that show the economics of working with you vs. what you provide is a power tool. This, combined with the time and hassle cost, can help you close the deal. Emotion Close If you know the pain and motivation, it can be a potent tool to bring those emotions to the front of their decision-making process. It helps paint a clear picture of how you’ll help them gain what they want and prevent them from losing anything in the process. Empathy Close Show empathy by sharing a personal experience or someone else in a similar situation and how your solutions helped. The story should lead them to conclude that they are better off working with you. Stories sell; facts tell. Exclusivity Close If you have a special luxury package or VIP service that you offer, you can explain to them that not everyone gets access to this service. Then, if it fits your model, you can offer them the service. Extra information Close Sometimes, they need a quick recap to help them close off your services or articles, testimonials, market stats to tip them over the edge. 224
Future Close If they are concerned about a certain circumstance or time frame, set up the contract and clarify the contingencies to help them feel comfortable moving forward. A good example would be making the home conditional on being sold only if the seller finds a home first. Give-Take Close Give something, but then if the circumstances change during negotiations, take it off the table and offer a different option. Then, you will see how important what you offered really was. This works well with a commission menu. Golden Bridge Close We like to drive the client from the middle to the highest commission package (If that’s what is best for them) and make it the only attractive option. Handover Close If you're really close to closing the deal but can’t get them over the edge, introduce them to your team members and or team leader. Have them talk about the experience and process, maybe show them around your office via video. This makes the buyer feel more comfortable and shows off the support you provide. Handshake Close When appropriate, reach out to shake their hand and offer a closing statement. Humor Close If you feel the conversation getting tense, you need to break patterns and offer some humor. It’s very important to watch your tone during your close and match the situation. Humor can be a bridge between closing cycles. IQ close Complement their intelligence and then explain why a particular decision is intelligent to make. If they say no, they risk not looking intelligent in their mind. Minor Points Close Close first on small points, get several agreements out of them and make sure the minor points lead them to do business with you. Then you can use other closes to move along the buying and selling processes. Never The Best Time Close You help them conclude that there is never a perfect time to buy or sell and help them understand the timeline of purchasing a home and how it could impact them if they wait. No Hassle Close Make the process feel painless, and keep it simple for them, so they don’t feel overwhelmed. Now or Never Close You use the urgency and scarcity of an inventory pool of buyers to help them move forward. You could also use this when helping them accept an offer, so they don’t delay too long. 225
Opportunities Cost Close Show the cost of waiting. Ownership Close Use language that indicates they already own it. Act as if they already own it. Price Promise Close Promise to meet any other price that is offering the same services. Great if you are following up and in a competitive market with other listings agents. Quality Close Sell on quality and not on a commission. Rational Close Use logic and reason, then go back to emotion. Repetition Close Go back over the same information in summary form to clearly understand what they are getting, then close. Retrial If there is a disconnect, go back to square one. Requirement Close Write down what they want and make it a requirement on the addendum. Selective Defence Close Respond to only what you want them to hear. Be selective about what you choose to dive into so you don’t go down a rabbit hole you can’t get out of. Shopping List Close Tick off a list of their needs. Similarity Close Bond with them through a personal story. Standing Room only Close Show them social proof of how many other people are working with you. Summary Close Tell them everything they are going to receive in a bullet point review. Testimonial Close Use happy customers and 3rd party examples of how you help people in the same situation. Treat Close Let them know they owe it to themselves. Trial Close 226
This usually happens when transitioning from presentation to close. Therefore, it’s important to gauge how close they are to using your services. Ultimatum Close Show the negative consequences of not making the decision. Valuable Customer Close Offer them something special. Handling Objections When closing, you will always run into objections, and we must follow a proven formula to overcome them. How we handle objections is the difference between a good business and a great business. ■ Clarify - “ So it sounds like what you're saying is that you need to know you can find a home before you sell this one”? ■ Isolate - “Ok… so, if I showed you a way you could line up a buyer for your house but have it contingent on closing based on you finding a home, would that work for you? “ ■ Close - Ok, so here's how it works… ■ Common Objections In the scripts and dialogues provided, we cover all the common objections and how to overcome them (pg.244) Summary ● As a reminder, if you do everything else right but can't close at a high percentage, it won't be easy to scale a business. You will be spending a lot of money on lead generation, tools, technology, marketing, ISA, and more, all for nothing. ● The key is not to be afraid to ask before committing to sign the contract because you can’t lose something you never had in the first place. Of course, everyone has different personalities and goes about it differently, but the top 1% are constantly closing at every opportunity and step of the sales process. ● People can become frozen with fear, and it’s our job to help them solve their problems; if you believe in your services and that you are the right fit for the job, you owe it to them and yourself to use these strategies to earn their business. 227
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Chapter 6: Client Experience And Getting Referrals Introduction ● The greatest marketing strategy that you will ever have is your past customer. No mailer or other marketing will beat your current and past customers talking about you. Delivering a service is no longer good enough. With more competition than ever before, it’s important to ensure that you're not just helping someone buy or sell a house, but you're focused on making sure they have the best experience possible. The old saying goes, “Consumers want to save/make the most amount of money, with the least amount of hassle in the shortest time.” ● Using this ideology, you can now break down your client journey into different phases and then manage the experience along the way and improve each part of the experience over time. The difference is in the little things. ● This can also be done by helping to manage expectations, close deals, and ensure all parties follow through on commitments. You know you have a great client journey based on one key metric: how many of your past clients and SOI refer people to you. 230
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Chapter 7: Business Growth and Agent Attraction. Your brand, customer avatar (persona), prospecting methods, and everything originate from your business’ mission. Therefore, figuring out who you are and who you are not is an essential first step in giving your real estate business a purposeful direction. Once you have a mission statement, you can build your business and personal brand from those core values. Here are examples of mission statements from a range of companies. You can see how they use best practices in using a mission statement to explain why they exist, their overall goals, what kind of product or service they provide, and their primary customers or market. Developing a Vision and Mission for Your Business Halton Pardee + Partners ● Knowledgeable. We strive to understand our markets and our clients’ needs. ● Connected. Relationships are everything to us; we connect people to their homes and to their communities. 234
● Passionate. We believe that working with “all heart” can change the world. ● Playful. We love what we do, and it shows. ● Upstanding. Our clients’ needs and best interests are at the heart of everything we do. ● Effective. We set a high bar and move mountains to exceed expectations. We redefined the traditional model by building specialized departments ready to give clients unparalleled expertise and a positive experience. What We Do. ● Specialized departments collaborate to support our agents and you. ● We guide our clients through what can be a stressful and emotional process. ● Our experienced Agents strongly negotiate for you. ● We anticipate steps to ensure you’re informed and ready to take action to alleviate stress. ● Our local Agents know that real estate is more than a house structure: it’s a community. DeLeon Team DeLeon Realty values teamwork and interdisciplinary collaboration as a path to insight and excellence in our work. Our company’s team of committed professionals embrace the following core values: ● Quality: We deliver only excellence and aim to exceed expectations in everything we do. 235
● Integrity: We conduct ourselves in the highest ethical standards, demonstrating honesty and fairness in every decision and action. ● Agility: We execute expeditiously to address our clients’ needs. ● Courage: We make decisions and act in the best interests of our clients, even in the face of personal or professional adversity. ● Respect and Trust: We treat our clients and each other with dignity and respect at all times. ● Fun: We believe in having fun at work and with each other. The Agency The Agency’s mission is to modernize and progress the experience of buying and selling real estate by cultivating a spirit of collaboration, innovation, and integrity. “The Agency fosters a culture of partnership in which all clients and listings are represented in a cooperative environment by all its agents, thereby ensuring its clients and listings have the competitive edge.” Mauricio Umansky, CEO, and co-founder. “Leveraging the most emergent technologies and social media strategies, The Agency envisions itself as more than just a real estate brokerage; it is a lifestyle company committed to informing and connecting global communities.” Billy Rose, President, and co-founder. 236
The Loken Group Mission Statement Our mission is to inspire a positive, lasting impact. TLG VALUES ● HUMBLE. We never forget that we owe everything to the efforts of each team member, our families, and our clients. ● GRIT. We persevere in our efforts no matter the obstacle with a high sense of urgency and always keeping our team and clients top of mind. ● INTEGRITY. We promise to always do the right thing for our team, our business, and our clients, resulting in mutual success. ● SERVANT LEADERSHIP. We are passionate about giving back to the communities we serve. ● ACCOUNTABLE. We operate with a high level of accountability, taking full ownership in delivering on our commitment to excellence. ● INNOVATIVE. We pursue excellence by pushing each other to be better every day and seeing the possibility instead of limitation. ● SOLUTION-BASED. We are resourceful, always seeking to discover a solution and providing options for any concerns that arise. 237
Five Doors Network The Five Doors Network is the top expansion team of the world's largest real estate company, Keller Williams Realty. Our team was ranked #19, industry-wide, for closed transaction sides and #57 for total sales volume last year. All four of our founding members are in the prestigious Gary Keller’s Top 100 real estate group and have massively successful teams. We are truly passionate about our mission of building Generational Wealth™ through real estate. Our team is growing. The Five Doors Network is building a better way to do business in real estate by creating sustainable & predictable systems and models to facilitate success for top-producing agents looking to take their business to the next level. We provide an exciting opportunity for goal-oriented real estate agents by building incomparable success for you, your business, and your team. Contact us today to become a part of our real estate revolution at [email protected]. Rooted in our relationships are our core values of God, family, then business. We value visionary thinking, profitability, and hard work driven by a passion for success. Our goal is to forever change the real estate industry through superior talent, proven systems & models, and revolutionary technology. We will be #1 in each of five categories: residential real estate, development/investments, mortgage, title, and insurance. We believe that integrity, teamwork, passion, accountability, and a learning mindset are the key tenets of real success. The Five Doors Network is different by design. Our work is much more than real estate. Our work is your life, your dreams, and building your legacy. We will be the catalyst for change in real estate 238
by revolutionizing the way the industry does business and serves others. Chantel Ray Real Estate Mission Statement To glorify God by putting our clients’ interests above our own, providing the highest level of honesty and expertise. Vision Statement To be the only TRUE real estate franchise that provides an EXCELLENT & CONSISTENT customer experience 100% of the time. We base every decision on what’s best for: ● 1st – Our clients ● 2nd – Our Company as a whole ● 3rd – Individual team members 239
Jeff Cook We hold all of our team members accountable to embrace the following core values: ● CRUSH IT: We are committed to excellence and embracing change ● COMMUNICATION: We seek to understand and communicate clearly ● RESPECT: We respect the thoughts and time of those around us ● INTEGRITY: We always choose to do the right thing and operate professionally ● LEADERSHIP: We seek to edify, motivate and inspire others ● HUMBLE: We are grateful and check our egos at the door ● OWN IT: We are accountable and are accountable for our actions ● WELL BALANCED: With our commitments and our temperaments ● PROACTIVE: We innovate and constantly improve ● UNITY: We have fun, encourage and celebrate the journey TOGETHER! 240
The BREL Team We think that you should expect more from your real estate experience. ● More services and inclusions ● More experience and expertise ● More marketing power and exposure ● More expert guidance and truth As a team, we’ve pooled our talents and resources and invested in specialized in-house experts focused on staging, marketing, and administration. Which means our agents are left to….service our clients. How does that benefit the Buyers and Sellers who work with BREL? ● More time ● More attention ● More competent agents ● More communication Our agents sell homes. They build relationships. They problem-solve. They negotiate. They go into scary basements. They discover neighborhoods. They obsess over prices, market values and the newest, hottest listings. They make sure our clients don’t buy the wrong home. Meanwhile, the 241
rest of the BREL team does what they do best: Next-level staging. Killer photography. Powerful marketing. Rock-solid paperwork. Concierge services for our clients. It’s Win/Win. And it’s all included in our commission: Solid Experience. Real Results. Full Transparency. Communication Guaranteed. We Believe In: ● Embracing fresh ideas and bold thinking ● Being real and transparent ● Being responsive and available ● Obsessing about the details ● Doing the right thing for the long term ● Doing what we love and outsourcing everything else ● Being ourselves Ryan Smith Home Selling Team OUR CORE VALUES As our team has grown, it’s become more and more important to identify and outline the core values that guide everything we do. Our core values develop and define our culture, our brand, our business strategies and who we are as professionals in today’s corporate world. It is our goal to consistently live these core values out in our lives on a daily basis and we encourage both our 242
teammates and our clients to hold us accountable to these values. ● Innovate and lead ● Embrace accountability ● Focus on solutions ● Build relationships and have fun ● Be great and never settle OUR MISSION STATEMENT In addition to our core values, our mission statement more clearly defines our true purpose as an organization and further enhances our team culture. We are unified in consistently living out our core values and performing our professions in direct alignment with our mission statement. We are dedicated to providing world-class service and market-leading expertise to our clients. We are passionate about providing the extra value that others simply will not. Fanatical integrity and consistently impressive results will be the signature of our service. Our collaborative spirit and desire to grow will help us achieve the goals we set. We will make the families we serve feel special, creating raving fans, and helping them truly win. We will succeed because we will not let our clients fail. Hiring & Training Marketing Assistant We all have the same amount of time in a day, but it seems like some people manage to fit so much more into theirs. While some agents are making big money working four days a week, you’re working seven and are so busy with paperwork, phone calls, starting a real estate blog, and creating Facebook Ads that you hardly have time to find new leads and convert sales. You’re stuck in a cycle of trying to manage your business all on your own and wondering how other agents manage to get it all done. Well, they get help. Some agents put together teams of individuals who do everything from marketing to real estate lead generation to showings. But you don’t need a whole team to clear a room in your schedule. An assistant can handle many of the day-to-day tasks that are weighing you down. But hiring an assistant is confusing. What do you need to do? Where do you start? Can you afford to hire someone? If you’ve ever wondered if an assistant is right for you, what kind of help you need, or how to find and hire the right person, we’ve got you covered. 243
Figure Out if You Need an Assistant What can an assistant do? Things your assistant can do include: ● Answering phone calls ● Completing expense reports ● Creating documents, presentations, and spreadsheets ● Creating and managing social posts ● Entering listings into the MLS ● Finding FSBO listings ● Handling incoming and outgoing mail ● Ordering inspections ● Photocopying important sales documents ● Photographing listings ● Placing/tracking advertisements ● Preparing property flyers, CMAs, postcards, and other marketing materials ● Processing new listings ● Putting up listing/open house signs ● Scheduling listing presentations, closings, and appointments ● Scheduling property tours ● Sending mailings to past clients and prospects ● Sending progress reports to seller ● Taking messages If you hire a licensed real estate assistant, they can also help: ● Clients understand documents ● Manage closing paperwork ● Prepare escrow files ● Prepare listing and sales contracts ● Reach out to new real estate leads via phone 244
1.Can You Afford an Assistant? There are many pros and cons to consider, but before you start weighing your options, you need to be sure you can afford to pay someone. Positions pay differently across the country, so check similar job postings in your area to determine an appropriate rate. Plan for emergencies: It’s a good idea to have at least six months’ pay set aside for your assistant before you hire. That way, if your business drops unexpectedly, you can still pay your assistant’s wages. Affordability If you can’t afford your own assistant, consider teaming up with other agents to hire a shared assistant. NAR’s 2017 Member Profile found that 14% of agents share their assistants with others. If you’d rather not share your assistant, another option is to ask your broker if they would pay all or part of your assistant’s wages. The company paid 41% of assistants in 2017, and 18% were paid by both the agent and the company. Full Time vs. Part-Time You don’t have to hire a full-time assistant if you just need a little help on the weekends. First, decide what work you want your assistant to handle and determine how much time it would take you to do those things. Although your assistant may work at a different pace than you, this will give you a rough idea of how much help you need. *You can also save time by automating your listing marketing with a single property website, flyer, Facebook post, postcard, & ePostcard emailed to you for every new listing you get!” 2. Determine What Kind of Assistant You Need Licensed or Unlicensed? Not everyone who earns a real estate license becomes an agent. Many licensed professionals are looking for other ways to leverage their skillset. According to the NAR 2017 Member Profile, 53% of assistants were unlicensed, while 47% were licensed. Since a licensed assistant can do things and an unlicensed assistant can’t, you typically pay a licensed assistant more than an unlicensed assistant. For example, only a licensed assistant can interpret contracts, perform negotiations, and (in some states) initiate contact with prospects like expired listings or FSBOs. Employee vs. Independent Contractor When you hire an assistant, you have to choose whether to hire them as an employee or an independent contractor. Each designation has pros and cons, so figuring out which option is better can be tricky. Also, fair warning: if you hire an assistant as an independent contractor but 245
they perform the functions of an employee; you may be held liable for employment taxes for that person. So check irs.gov or consult a lawyer to make sure you’ve correctly classified your assistant. Deductions If they’re an employee, you’re responsible for deducting taxes from their pay. This includes federal/state income tax, social security, federal/state unemployment compensation, and Medicaid. You’ll also need to purchase workers’ compensation insurance. In most states, independent contractors are responsible for setting aside their own taxes. Independent: When you hire an assistant as an employee, you control what your assistant does and how they do it. An independent contractor has more control. Most real estate agents will need an employee; however, if you have specific, well-defined tasks you want to be completed, an independent contractor may be for you. Compensation Employees are usually paid hourly or based on an agreed-upon salary on a consistent schedule. An independent contractor could be paid by the job or agreed-upon hourly, daily, or weekly amount. A contractor would submit an invoice for services rendered. In-Office Assistant vs. Virtual Assistant While hiring an assistant is the first step to building a real estate team, your assistant doesn’t necessarily have to be there in person. These days, you can hire help from anywhere in the world with a virtual assistant. Carefully weigh the benefits of hiring someone in-office vs. remotely located. In-Office Assistant If your assistant works out of your office (or at least locally), they can put up and take down signs for open houses and listings, sit in on meetings with your clients, visit your listings, run errands, and handle your incoming mail. They’re also more likely to be familiar with local practices, events, and customs. This could help in their interactions with clients and in social media efforts. Virtual Assistant A virtual assistant can do almost everything an in-office assistant can, except the location-specific tasks. You can video conference with them, forward your calls to them, and find all manner of ways to communicate efficiently. So, while you miss out on the face-to-face interaction, you don’t have to provide office space and can sometimes get a more experienced/skilled assistant at a lower rate. 246
3. Find the Right Person Your Job Post They say, “good help is hard to find,” but you’ll never find it unless you look. Determine what role you want your assistant to play and what skills they need to have. Then, create a job post and share it online. You may want to include in this post the job title, responsibilities, requirements, nice-to-have skills, and instructions on how to apply. Job Title Will you hire an administrative assistant, personal assistant, or marketing assistant? Choose or create a job title based on the role you want your assistant to play. Also, mention whether you want full-time or part-time help and whether the hours are flexible or set. Responsibilities Share a little about who you are and where they would be working, then outline the most important tasks your assistant will be responsible for. Requirements Do they have to be able to work certain days/times? What skills must your assistant have? Depending on what your assistant’s job will entail, things like computer literacy, marketing experience, or reliable transportation may be on this list. Nice-to-have Skills Also, list skills that would be nice but aren’t necessary. These could include photography, interior decorating/staging, or a real estate background. Application Instructions If you don’t want people showing up at your office or calling you all day, leave specific instructions for how and when to apply for the job. Should they drop their resume in your mailbox, or should they email it to you? Should they come to your office between 1:00 p.m. and 3:00 p.m. Thursday, or is Friday preferable? Interviewing Candidates Consider each applicant’s experience, availability, and other qualifications, then schedule interviews with four to six promising candidates. If you don’t find your assistant in your first batch of interviews, go back through your applications and set up more. 247
Interview Protocol Your job candidates will want to impress you. You need to impress them too. When they arrive, offer them a handshake, an introduction, and something to drink. During the interview, jotting down quick notes is a good idea, but try to focus on your candidate. You can fill in more details and thoughts after they leave. Never write on your candidate’s resume, and don’t forget to shake their hand again after the interview. Thank each candidate for coming in, and let them know when you plan to make your final decision. Choose your Questions Go into your interview with a list of questions to ask every candidate and a few extra to ask the more promising candidates. Choose a variety of questions to flush out work habits, problem-solving skills, whether they’re a self-starter, and what they are looking for in their role. The right candidate will do more than meet your basic job requirements. Look for someone you’ll get along with and whose skills will complement your own. Check Their Facts Start with easy questions like their last job, where they got their degree, and other things you can check on their resume. Since you don’t typically run a background check until you’re ready to offer employment, this helps weed out anyone who invented information to make themselves look better. Consider your Options After your interviews, you should narrow your candidates down to a few favorites. Read through the job post you created and weigh your top picks' pros and cons based on what you actually need them to do. The most charismatic candidate isn’t necessarily the best option if your assistant will primarily be doing data entry. Extend a Job Offer Once you decide who to hire, give them a call! Discuss how much the job will pay, what hours you expect them to work, when you want them to start, and whether or not their employment is contingent on them passing a drug test or background check. Onboarding Your Assistant Background Check You can order a background check online for about twenty dollars. It will show you your candidate’s education and employment history, civil records, and whether your candidate has any arrests or convictions. If you plan to do a background check, your candidate must fill out a written 248
consent form. After you have this form, you can use the background check to make sure they are who they said. Paperwork There’s a lot of paperwork involved in hiring someone. Check irs.gov or consult a legal professional for more information on new-hire paperwork. In the meantime, here are some of the things you’ll need to do before you hire anyone: ● Obtain an employer identification number so you can send your assistant a W-2 at the end of the year. ● Register with your state’s labor department. ● Get workers’ compensation insurance. ● Set up a payroll system to deduct your assistant’s withheld income tax and deposit it with the IRS. ● Prove your assistant is eligible to work in the United States. ● Have your assistant fill out Form W-4 Withholding Allowance Certificate so you know how much of their pay to take out for taxes. ● Report your new hire with the Administration for Children & Families if they owe child support. ● File additional annual paperwork for various tax purposes. Posters The Department of Labor and OSHA require employers to display various posters on employee safety, rights, and other important issues. Your office may already have them up. If not, you’ll need to post them. A lot of work goes into hiring a new assistant, but once you have someone helping you through the mountain of tasks that pop up in real estate each day, you’ll find you finally have time to go out and make money. However, if you need help and hiring an assistant feels like a bit much, there are plenty of other options. One of the biggest time-savers is Homes.com’s Social Fuel program. Let our team of social media experts save you time by managing and creating Facebook ads and content for you! Several companies offer virtual assistants and marketing specialists that can share time without other clients. This can be a powerful tool, so you get leverage and expertise to help you with critical marketing activities to execute this plan. You can find a list of companies in our resources sections by going to www.ultimatelistingmachine.com. 249
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