Tips, Tools, Technology For The Real Estate Agent Marketing 2

95 Pages·2006·2.16 MB·English

Tips, Tools, Technology
For
The Real Estate Agent
Marketing 2
If you continue doing this year what you did last year, where will you be next year?
What would you undertake if you knew for certain that you would not fail?
Would you still say, “someday I would like to…, or I would give anything to…?” Would you be willing to
take some risks?
For the duration of this coursework remove barriers, open your mind and come face- to –face with your
goals of being as successful as you desire.
Copyright 2003 Champions Select Marketing and Publishing. All rights reserved.
Version 1 – 7/26/04
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Do You Know the Quality School You Are Attending?
Champions School of Real Estate’s
Awards
1998 Invited to Join the National Consortium of Real Estate Schools,
RealtyU,
as the Texas Real Estate School
2000 Chairman’s Leadership Award, RealtyU
2001 Pinnacle Award, RealtyU
2002 PaceSetter Award, RealtyU
2001 Rita Santamaria
REBAC, RealtyU, Instructor of the Year
2002 WCR Texas Chapter
Champions School of Real Estate
Affiliate of the Year
2002 Sue Ikeler
REBAC, RealtyU, Instructor of the Year
2003 Chairman’s Award, RealtyU
2003 Pinnacle Award, RealtyU
2003 Hall of Fame Inductee Rita Santamaria
NAR!, REBAC
2004 June
Real Estate Educator’s Association
Champions School of Real Estate Nationwide
Representative of topic
“How To Operate a Large Real Estate School
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Forward
HOW TO TELL IF YOU ARE IN BUSINESS
Well of course I am in business, I showed up didn’t I? All too often people mistake
activity for accomplishment. The way you tell the difference is activity has few results,
but accomplishments are very measurable. An example of a measurable accomplishment
is cold-calling; the result is an increase in listings.
Written goals are another way to tell if you are in business. Remember goals must be
written, realistic, specific and once again measurable or they aren’t goals. If you are
walking around with your goals in your head or if they are not specific enough you do not
really have goals.
Do you promote your business everyday? You can’t turn on your television or open a
newspaper without seeing a car ad. Car dealers know the value of keeping their name in
front of you. True we all can’t run TV ads but there are things we can do.
• Contact at least five new customers everyday.
• Contact at least five acquaintances or just people you know everyday.
• Contact at least five past customers every week.
• Wear your name badge wherever you go.
• Always dress and look your best.
• Join a civic organization not real estate related.
Contact means write a personal note, make a phone call or drop by and see them
personally.
Everyone has a sphere of influence of at least 150 people. These are friends, family
acquaintances etc. Of those 150 people, 80% are either going to buy, sell or refer a real
estate deal in the next 18 months. Statistics show they do that real estate transaction with
the first agent that comes to mind and that is usually the last agent that contacted them.
Contact your sphere of influence at least four times a year and take no one for granted.
Finally, be committed. Like any other business you have to dedicate yourself to being
successful. Luck is important but the harder and more dedicated you are at doing the
things listed above, the luckier you’ll be.
Best of luck in your chosen career of Real Estate.
You definitely chose the right school, Champions School of Real Estate.
Rita Santamaria
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MARKETING II
TABLE OF CONTENTS
INTRODUCTION
Lesson 1 - Real Estate as a Profession
The licensee as a professional, the Code of Ethics, goal setting, time
management, organizational techniques, the daily planner.
Lesson 2 - The Search for Listings
Developing your prospect list, farming techniques, learning your market,
writing a script for telephone and personal contacts.
Lesson 3 - The Listing Presentation
Assemble a Listing Presentation Kit. Prepare a Comparative
Market Analysis, a Seller’s Guide to services, information about the MLS,
a listing contract, an Earnest Money Contract, and a sales flyer for your
subject property.
Lesson 4 - The Listing Agreement
Setting an appointment, meeting with sellers, overcoming objections, and
getting the agreement signed.
Lesson 5 - Marketing the Listing
Follow your plan, the psychology of marketing, effective advertising,
Truth in Lending, Fair Housing, prospecting for buyers, qualifying buyers.
Lesson 6 - Working with Buyers
Understanding needs, financing, selecting properties to be shown, showing
the properties. Overcoming objections, and getting an offer. Deceptive
Trade Practices- Consumer Protection Act.
Lesson 7 - The Earnest Money Contract
Presenting the offer, countering objections, negotiation,
counteroffers, acceptance, and following through to the closing.
Lesson 8 - Technology and Real Estate
Review. Test.
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Marketing II
Session 1
Pre-Test
1. Name three characteristics of a successful salesperson.
1.
2.
3.
2. The rules governing the behavior of members of the National Association of
Realtors! are called the:
__________________ ____ _____________.
3. One good way to organize your time is to set _____________.
4. A good way to organize your goals is to use a daily ______________.
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Marketing II
Session 1
Real Estate as a Profession
In 1908 the National Association of REALTORS! was formed. The main
purpose of the organization was to educate the public about the real estate profession and
to assist real estate people in improving their ability and service. Today, the NAR is the
world’s largest business trade association and the parent organization of most local real
estate boards. The association’s Code of Ethics governs all members’ professional
activities.
The Code of Ethics is based on three fundamental concepts. Members should act
with fidelity, integrity, and competency in carrying out their professional responsibilities.
This translates to the need for you to be faithful, honest, and knowledgeable in your field.
By following the Code, you will meet the needs of those that you serve, and in doing so,
your own needs will be met!
A copy of the Code of Ethics can be found at the end of this chapter and should be
reviewed at this time. Remember that acting in accordance with the Code of Ethics can
only enhance your professional image and earn you the respect of the public and your
peers. In addition, since most state license acts are in line with the requirements of the
Code of Ethics, it is a good way to be sure that you are in compliance with the rules.
The Licensee as a Professional
When we think about professionals in any field, we usually have some clear
expectations about the way they will perform. We expect them to be good at what they
do. We expect them to perform on time. We expect them to know the best way to carry
out their responsibilities. We may even have certain expectations about the way they
should look or dress. Basically, we expect them to get the job done right, and on time,
and we expect to get what we pay for!
If you have chosen to enter the profession of real estate, then people will expect
these things and more from you! Can you do it? Of course you can! The rest of this
chapter will discuss some of the basics of personal organization and goal setting that will
put you on the track to success in this profession.
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Getting Started
There are many personality traits that will lead to success in a sales profession.
Tact, enthusiasm, perseverance, accuracy, the ability to act objectively, positive attitude,
self-confidence, tolerance, and patience are all helpful. While it is wonderful to have
these traits, you should recognize that what you do with your gifts is often much more
important than the gifts themselves. In other words, it is the effort that you put into your
profession that will dictate your rewards.
Look the Part
It is a known fact that people judge us on our appearance. It is also known that
you only have one chance to make a first impression. Remember that the public is
expecting you to be a professional. It is important to create a professional image for
yourself and always try to maintain that image. In the late 1970s, John T. Molloy wrote a
best-selling book called, Women’s Dress for Success. He has recently rewritten his
advice in a new book called, New Women’s Dress for Success. Mr. Molloy offers explicit
guidelines for professional attire and he backs up his recommendations with 20 years of
extensive research.
For a man, the dress code is fairly uncomplicated. A suit, or jacket and tie, and
you are ready to go. For a woman, the situation is more complicated. Twenty years ago
Mr. Molloy recommended that you simply dress like a man to be taken seriously.
Tailored suits in dark colors, white or pale blue blouse, and conservative pumps, and you
were ready to compete in a man’s world.
Today, women have some additional choices, but their manner of dress is still
critical in the business world. Among his findings are the following facts:1
“When a woman dresses for success, it does not guarantee success, but if she
dresses poorly or inappropriately, it almost ensures failure.”
“Women who wear casual clothing to work are regarded as less serious,
professional and powerful - and they tend to earn less that women who dress formally.”
“About 60% of women reaching for top executive or professional positions hurt
their chances by dressing poorly.”
Some of Molloy’s key tips for dressing for success in the ‘90s include:
Dress to fit in with your co-workers.
Be one of the more traditional and conservative dressers in your group.

1John T. Molloy, New Women’s Dress for Success, Warner, 1996.
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Stick to colors and color combinations found in traditional men’s sportswear.
Carry and wear businesslike, traditional accessories.
Wear serious footwear.
Keep a navy jacket handy that you can throw on in case of an emergency.
Wear nothing that might be considered too sexy for the office by your father!
Wear a suit.
Think twice about wearing a dress. Seventy two percent of business people today
think that a woman in a dress can be effective, however, 93% think she would be
more effective if she wore a jacket with the dress.
Choose your colors with care. In general, bright colors draw attention to you,
dark colors make you an authority figure, upper-class colors (rich yet subtle) give
you dignity and power, and earth tones make you appear approachable,
sympathetic and persuasive.
Pay attention to grooming.
Picture yourself as a success. Then work to achieve the image that you see in that
picture. It will give you self-confidence to know that you look your best and others will
treat you accordingly.
Understanding the Code of Ethics and developing a professional appearance to go
along with your performance are two ways to begin on the road to success.
Setting Goals
An integral part of your success will be your ability to manage time. One proven
method of time management is goal setting. Goals are tangible, measurable objectives
that you truly want to meet. They motivate you. They help inspire self-discipline and
they give you courage to keep trying. Writing down your goals is the first step to
achieving them.
There are three categories of goals that you should have. Long-term goals
ranging from 5 to 10 years or more, intermediate-goals ranging from 3 to 5 years, and
short-term goals ranging from several months to a year. All of your goals should have
several characteristics:
They should be attainable. They should not be too easy, but they should not be
impossible to achieve.
They should be flexible, to permit for unexpected windfalls and dry spells.
They should be measurable. If your aim is to list 24 properties in the next 6
months, then that is a measurable goal.
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Finally, your goals should have a target date for completion, and they should
build on one another. In other words, your short-term goals should lead to your
intermediate goals, which should lead to your long-term goals.
You can set personal, professional, and income goals. All should be written
down. This is an important reminder of your commitment to yourself. This also provides
you with a yardstick to measure your success.
The following are examples of personal goals.
Within five years, I will earn my Ph.D. in Business.
Within two years, I will earn my MBA.
During the next two years, I will take 3 graduate courses each semester.
Once you have decided on your goals and written them down, you may want to
consider sharing them with someone. It should be with someone who is supportive and
caring. Perhaps it will be with your spouse, a close friend or other family member. It
could also be with your broker or a mentor, someone who is genuinely concerned with
helping you, in any way possible, to achieve your goals. When you write your goals
down and share them with someone else, your level of motivation to achieve them will be
higher. Secret goals are much easier to postpone or ignore.
For some people, writing their goals seems a very difficult task. Once you start
writing, you will be surprised by how many goals and dreams you actually have!
Remember that these are your goals. They belong to you and have meaning for you. Do
not set your goals to impress someone else or satisfy another. Goals must be meaningful
to you or it is unlikely that you will be motivated to achieve them. You can set goals in
several areas. They can relate to income, education, savings, property ownership,
professional status, and can be personal or career oriented.
If your short-term goals lead to your intermediate goals, and those lead to your
long-term goals, then you have the beginning of a plan of action. This is your next step.
Convert your goals into a working plan. Remember that professional growth and
development should always be part of the plan!
Confidence comes with competence. Technical competence about real estate and
construction includes knowledge and the ability to find answers you don’t have. In
human relationships, education and listening to others, in addition to daily practice, will
enhance your skills and ability to deal with many types of people. Remember; picture
yourself as a success and work towards that picture.
Develop a Plan
In setting up your working plan, it can be very helpful to use a computer and some
type of software geared towards your profession. Although you can have a daily planner
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without a computer, it will be more work for you. Some people keep both a manual and
computer plan for a while, but most who come to use the computer regularly eventually
give up on the manual plan.
At first, setting up your daily and weekly planner may seem time consuming and
many agents are tempted to ignore the need to do this. Remember that a plan is a
strength. It is evidence that you have committed to completing certain tasks that are
essential to meeting your goals. It can keep you focused and on track and aid in the
efficient use of your time. You are much less likely to waste time and duplicate effort if
you have taken the time to get organized before you begin.
Also, writing things down will help you to put them in order of importance so that
the most important things are sure to be seen to. A good idea is to put your tasks into
categories. Three obvious groups are:
1. Obligations - things you must do (appointments)
2. Things you should do (farming, cold calling)
3. Things you could do (practice listing presentation techniques)
Half hour planning periods work well for many agents and successful salespeople. The
time frame provides extra incentive to eliminate time wasting activities. You should
enter all required activities into your planner, such as meetings or appointments, training
sessions, and personal activities that cannot be missed. Sometimes these can be entered
weeks ahead and that is a good idea. Many marketing activities can be scheduled. Set
aside a time to do some farming, cold calling or mailing out letters or post cards.
Schedule follow-up activities for these at a future date. Schedule a lunch date with
someone who might bring in future business. Stop in for a brief visit to a former client.
Use driving time to listen to cassettes about some area of the profession or to practice
listing presentations or phone techniques.
At the end of the day you should review your plan and see how well you did.
Sometimes a task will not be completed. If it is important, reschedule it, if not, eliminate
it. Evaluate your performance for the day. How did you do? Were all required tasks
completed? Could you do better tomorrow? Be innovative and creative. Don’t get in a
rut. Control your time - don’t let it control you!
On the following page there is a form for writing your goals, followed by a
sample daily planner. Take some time to get your ideas together and then write them
down. If you change your mind, change your goals. The important thing is to take the
first step to organize yourself.
Once your goals are written and you begin to operate under a daily plan, review
your goals often to see how you are doing and to remind yourself of your commitment to
success in reaching those goals.
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