I’ll bet you’re coming into real estate from a former career–a career where you knew the answers–where you were confident. I came from a two-decade career as a musician (I actually started playing piano when I was four). Then, I went into real estate.  I remember so clearly my first few months as a real estate agent. My favorite phrase was “I don’t know but I’ll find out”. In truth, I knew very little! Sometimes I was so humiliated and frustrated I almost quit.

So, how did I keep my spirits high? By remembering my ‘wins’ from my former ‘life’.

Keep a Journal of your ‘Wins’

In Up and Running in 30 Days, I advise new agents to keep a ‘motivation journal’, to remember their strengths and keep their spirits high when delving into this challenging–and exciting–new field. Remember, we were all new once! You will find more rejection in real estate sales than you thought possible. Yet, those who persevere create a career with almost unlimited potential. Remember, if you think you can do it, you CAN!

Gather Lots of Motivational ‘Muscle’

Besides remembering your strengths, gather quotes, books, videos, and podcasts to elevate your self-esteem. Every top performer I know does this. Why? Because, sometimes you need more than yourself to keep those spirits high. When your self-esteem is up, you’re willing to tackle the tough stuff.

What tools do you use to keep your spirit high when it’s tough out there?

P. S. I’ve provided lots of motivation and inspiration for you in Up and Running in 30 Days, too.

The Process: Simple and Straightforward

Writing an article follows the same process composers use in writing a popular tune: It starts with the theme (A), continues with the middle, where you expand on the idea and example (B), and ends again with the theme. When I’m teaching my “Train the Trainer” course, we practice this simple structure when we create training programs.

The Eight Simple Steps to Get Started

Here are the simple steps I’ve used over the years to create articles that have gotten published hundreds of times in major real estate magazines and newsletters:

1. Decide on who your audience is, so you realize for whom you’re writing

2. Decide on the challenge (s) they have that you want to address

3. Jot down all the ideas you have about the challenges and solutions

4. Narrow the topic so you can zero in specifically on what you want to write about.  The biggest mistake writers and teachers make is to choose too broad a topic for the time or word framework.  For example, it’s difficult to write 500 words on how to create a team. You CAN write 500 words about why to create a team; or three strategic tips in creating a team.

5.  Choose one to three ideas to discuss.

6. Arrange the topics in the order you want to discuss them

7. To expand on the ideas, present the idea clearly and then give an example. One commonality I’ve found among editors is that they want examples with the idea. Otherwise, the reader doesn’t really get the picture.

8. Close the article with the reiteration of your challenge and solution. Give your audience positive motivation to take action.

In my next blog, I’ll discuss how to build your distribution list easily–and how to distribute your articles. You’re on your way to an awesome free recruiting tool!

Social media: Usually today, articles are published electronically. When your article is published, put it on your Facebook business page and LinkedIn. Invite peole to share the article. Instant PR!

The Combination that Gets you Business

Here’s the answer to the question, “What is the one thing I should do to get business?” Yes, people are always asking me that. I think it’s because I’ve written two resources for would-be and new agents: Become Tomorrow’s Mega-Agent Today and Up and Running in 30 Days. Now, we know that becoming a skilled real estate agent isn’t just one answer. But, there is one thing new agents (and seasoned agents) can do that requires

No skill

No experience

No money

Little time

And, this one thing will make you stand out from the crowd better than any other one thing you could do! What is it? Simply:

Write a thank you note (a real hard copy note, not an email)

Why?

Because manners and ‘thank yous’ have gotten increasingly uncommon! You will stand out simply because you’ve taken the time, thought about that person, and cared enough to write—and put that stamp on it.

Write More Than One Note

I’m not going to tell you to write a certain number of notes per day. You can set your standard (that means the minimum you’ll do). However, the more notes you write, the more business you’ll get……

What to Say

Thank you. Thinking about you. I appreciate you. I used your advice. Here’s something for you that would be helpful. I found the information you wanted.

Note to managers: This is also one of the strongest motivational tools you’ll ever have–writing notes to your agents with encouragement, thanks, etc. Do you do enough of it? Set your own goals now.

Big important sales principle:

Contacting people is simply finding an excuse to write, pick up the phone, or go see.

My challenge: How creative can you get?

You are more creative than you think they are. Now, sit down and think hard about 5 people you’ve started to work with, but need to contact now. What about them fits into any scenario for you to write that note, pick up the phone, or go see?

Proof is in the Pudding

My first year in real estate, I sold 40 homes. Also, I sent more things in the mail than any other of the 30 agents in my office. Why? Because I wanted to create a ‘critical mass’ of people who thought I was wonderful. Yes, an agent can also do this with social media. But, you want to stand out. And, you will stand out much more if you write to one person than to many. After all, you are working with that one person who will pay you thousands of dollars. He/she is worth that special, individual effort! That’s the one thing you should do to get and keep business.

• has been in the business three to five years and seems real committed and enthusiastic,
• has completed higher level training (Graduate REALTORS® Institute and Certified Residential Salesperson—both REALTOR®-sponsored educational series for real estate agents, which include sales and technical skills),
• has completed an average of 10 to 20 sales per year or more (working with buyers),
• has letters of recommendation and a list of people I could contact,
• has a portfolio or brochure, with stated mission and values,
• specializes in areas where I want to look,
• has time to put me first, within reason,
• doesn’t delegate me totally to an assistant,
• seems strong enough to tell me the truth, even if I don’t like it
• provides clear explanations about agency relationships and how they work are clear and concise,
• has high standards for choosing buyers,
• demonstrates strong communication skills, and
• seems to match my business values.

 How many of these qualifications do you meet? If you don’t meet them, how can you ‘equal’ them with your other great qualities and skills? (like being in the business only 1 year….) Why do you think I listed them? What do you think they mean to consumers?

Agents Sure Responded to Me

I was really shocked when I started getting phone calls and emails from agents, protesting that I was too stringent in my qualifications. I’m afraid they were using ‘inside out’ thinking (from their perspectives, not clients). If you don’t agree with my list above, what do you think clients should expecct from an agent?

The key here, is not to feel you can’t do a great job for a consumer without some of these qualifications, but to figure out what you DO bring to the table.

Expected, or Exceptional?

Unfortunately, too many of us in services businesses think that we are providing exceptional service–while the consumer rates those services as ‘expected’.

So, my question to you is: What’s your list of qualifications, and how can you get to the ‘exceptional’ level? If you don’t have the qualifications I listed, how do you compensate for them?

The reason I’m asking is that the public is increasingly going to websites to read feedback from other clients regarding an agent. The public is getting smarter about choosing agents. Set some goals for yourself this year to meet the highest standards for your clients–and then you can promote them, too.

Social Networking Sites have Taken the Place of Databases, Carla–You old Fuddy-Duddy…..

I know. You just love social networking. You could spend hours on it (in fact, you do). You go to all those classes on social networking, and, by golly, you know more about it than your manager. Don’t get too cocky yet. There are two problems you’re creating for yourself by relying on social networking:

1. You are probably spending too much time at your computer and not enough time meeting real people and forming relationships. Remember, buying a home is not like buying a set of knives. You’ll have to work hard to establish a trusting relationship. Most of us aren’t good enough at writing to do that without finally meeting someone.

2. You are not gathering your future goldmine–your database full of people who are going to love you and what you do. Think of it this way:

Your database is your goldmine of business.

Who do you ‘Own’?

Here’s the problem with relying on the social networking sites to keep track of your potential clients. You don’t own them. The social networking site could go out of business. It could start charging you. It could sell your contacts.  That’s why you need to ‘own’ those contacts in your own database. Now, you can create a marketing plan. You can communicate with those people on a schedule.

Start and Populate your Database Intensely

You’re a newer agent. You want to make money fast. You want to establish a solid long-term career. Become a ‘database freak’ so that you can remember all those wonderful people you met. Lead generation is the most important part of the sales business. Doing a lot of it assures high income. That means tracking all those people you meet. It takes more than one communication to create a loyal client.

I Can’t Spend Money on a Contact Management Program Right Now….

Okay. I could tell you that you’ll lose much more money by putting off creating that database. But, I won’t. Instead, there’s an easy, short-term answer:

Use Outlook.

I’ll bet you have Outlook on your computer. Or, look at the free or inexpensive contact management programs some title companies are offering as support for real estate agents. As you get more comfortable with databases, you can go to a fancier contact management system (be aware, though, that many agents buying or leasing those systems never learn to use them…..)

The big message is: No matter what you use–use something to keep and organize those contacts.

An Overall Solution to Managing and Marketing to your Contacts

I love the program my friend Frank Jurado created, because it’s very affordable–and really an ‘all in one’ marketing and database management. Check out  Red Tools.

New Agent Key to Success: Right Priorities

Those of you who have used Up and Running in 30 Days to start your careers know that I have worked hard to prioritize your business for you so that you are successful quickly, and gain business management habits for life. I’ve prioritized types of business, best sources of leads, and all the activities you’ll do to get started quickly. I want you to prioritize your technology activities, too. Remember, you’re a salesperson.

Become that database freak and see your business develop quickly.

Have you found yourself going to too many different directions? Do you have some significant time management challenges? In this world of lightning change, salespeople can struggle just to stay even–much less get ahead. The ability to organize these changes seems daunting. But, the need is greater than the risk. If we can’t manage the day-to-day business through systems, we’re caught forever in ‘crisis’ management. Here’s how to organize, systematize, and automate our jobs so we can manage change—rather than having change manage us.

You as a System

I want you quit thinking of yourself as a creative individual, and, for a moment, consider that you can organize what you do just like software organizes tasks (well, almost!). In other words, you can systematize YOU, to some extent.

Choose or create systems—then harness technology. First, create your systems. Then, choose the technology to run those systems. You’ll spend less money and utilize your technological investments better if you’ve organized your business systematically first. Then, you’ll know exactly what systems you want to automate. In Up and Running in 30 Days, I’ve provided a Technology Planner, to help you prioritize your needs.

Five Steps to Systematize Your Business

1. First, itemize the tasks you do each day.

2. Prioritize your tasks as they relate to accomplishing your main objectives. What are the most important tasks you do to assure you make money consistently? (Up and Running provides lots of guidance on prioritization.)

3. Organize your high-priority tasks into systems–or purchase systems.

Should you create your own system, or buy one? Smart agents buy systems, if they’re available. An example is a listing presentation. Even though an agent could create a system, time spent on creation isn’t worth the price paid in ‘down sales time’ profitability. Don’t be a creator unless you just can’t find a good system.

4. Choose your technology to support the systems you already have in place. Let’s say you now how a manually-created listing system. You’ve decided who you will involve in the plan; you’ve decided which tasks you can delegate. Now, you’re ready to choose technology to automate your system. Because you know what you want this technology to accomplish, you can make a good choice. You can easily customize the software to meet your needs–because you already have a system in place.

5. Package your systems so you can promote your exceptional business organization to buyers and sellers. For example: If you’ve never worked with a particular buyer or seller before, that buyer can’t know if you’ll communicate regularly. Show the buyer your process/system for communicating regularly, so he can start trusting you as the professional you know you are. Remember, we believe what we see, not what we hear.

Start with just one series of tasks and get that systematized. Soon, you’ll be running your business much more like a business.

Questions: If you’re wondering whether systems are worth investing time and money in, think about the top agents you know. Do they operate without systems? Could they?

What systems do you have? What systems do you need?

Why Tell Me Now?

Right now, I’m doing several things that I think will greatly impact the success of a new real estate agent. Here they are:

1. I’m making a new online version of Up and Running in 30 Days, to help new agents and managers assure that new agent gets started fast–doing the right things in the right order. I’ll be providing coaching, training videos, and accountability to show ultimate support for that new agent–and the broker enrolled in the program.

2. I’ve just been named New Agent Expert for a national real estate publication, which will interact with pre-license schools. So, I’ll have an opportunity to help agents prior to their coming into the business. 

3. I’ll be providing brokers with coaching so they can stay on track with their new agents, and assure that everyone has the same focus–success quickly for that new agent.

So, I have two questions for you:

1. What does the new agent need to know to succeed?

2. What does the new agent need to do to succeed?

To answer those questions, think of the successful agents you know. What did they do in the first 3 months of the business? What did they avoid?

Training: What new agent training helped you? What was useless? What ought to be there?

Coaching: Were you coached as a new agent? What was good? What was not useful to you? What do you wish someone would have told you?

Your Opportunity to Help the Industry

Okay. Here you go. Comment on this blog and help the industry, so we can raise the level of expectations of new agents, give brokers some guidance, and help consumers think well of us. Thank you!

What to Measure

Of course, you’ll want to measure the goals you set at the beginning of the year. Use this form to do that.

Your Time Management

Agents say time management is their biggest challenge. And, it all comes down to prioritizing your activities. Here’s the question: Are you spending more of your time in

Business-producing activities (lead generation, interviewing/qualifying, showing, selling, listing, listing sells)

or

Business-supporting activities (everything else)

In my business start-up plan for new agents, Up and Running in 30 Days, I break all real estate activities into the 2 categories above to create a business start-up plan for success. Why? To give new agents a precise, correct model for a successful business.

Creatures of Habit

We are creatures of habit. Without a different model, we tend to do whatever group of activities which appeal to us because they’re easy and don’t take us out of our comfort zone. Unfortunately, then, we create a business activity plan that leads us to failure, not success.

How to Analyze your Time Management

How do you know which ‘business plan’ you’re following? (because you’re following one, whether you’ve written it down or not!)? Simply look at your schedule for the last 2-3 weeks. Put your activities into the two columns above. How many business-producing activities did you do? Is your activity schedule highly ‘tilted’ toward business supporting activities? Why? What do you want to change?

Note: There are many more analysis tools in this month’s featured resource, The On Track to Success in 30 Days System for the Experienced Agent.

This comprehensive resource is like having your own consultant 24/7. In each section, you have the opportunity to analyze your strengths and challenges and make a specific plan to improve. In addition, there’s a 30-day regeneration plan. See more at The On Track to Success in 30 Days System for the Experienced Agent.

The Information Hoarder/Revealer Agent Has No Value Today

When agents were able to hoard the information about homes, agents could sell value based on home information. Now, there’s no agent-provided value there. So, what value do you provide, and how do you show it?  I believe there are three packages that buyer’s agents need to provide, to justify their desired exclusive buyer’s agency agreement, and their commissions:

• The Pre-Appointment Package
• The Consultative Package (I call it “Your Guide to Purchasing a Home”)
• The Home Buyers’ System Package

Why packages: To create visual, substantive evidence that you are professional, you are knowledgeable, and you are current and contemporary.

Here’s the principle you’re going to follow:

We believe what we see, not what we hear 

Non-Committed agents need not apply. You and I know that a non-committed, part-time, or low producing agent just isn’t going to take the time to create these packages, processes, and systems. You are. Creating these packages and systematizing your buyer process shows you are a committed, savvy, value-added agent.

Systematizing: The Pre-Appointment Package

To guard against that Internet buyer de-valuing the services you provide, you’re going to start educating them from the time you first talk to them. Your pre-appointment package will do just that.

Systematizing: The Consultative System and Buyer’s Package

Because you’re thinking in terms now of a complete buyer system, part of that system is a professional process to meet with the buyer using a planned process to meet the buyer’s needs. That means you’re going to educate the buyer, and you’re going to carefully and systematically qualify the buyer. You’re going to use the ‘consultative’ approach, asking great questions in an orderly, purposeful fashion.

Bottom line: You’re going to create awesome value, because you’re going to help that buyer prioritize the myriad pieces of information they’ve gotten from the Internet.

Added Value: The Home Buyers’ System 

The last package you’re going to create is the most valuable. But, it’s not given to the purchaser unless and until the purchaser agrees to work exclusively with you. This package has the specific processes, checklists, and systems that you’ve created to partner with the buyer successfully through the home buying process.

The Ideal Buyer’s Agent: Working with the Internet Buyer Through Fully Systematized Processes 

You’ve systematized your buyers’ process to raise it to a value-added level. You’re not focused on information-providing. You’re focused on information-prioritizing. You are now matched up with the needs and desires of that Internet buyer, and you’re poised for exceptional real estate success. Congratulations! 

Don’t waste time reinventing the wheel: To help you get into action instead sit creating systems at your computer, I’ve provided a ready to use PowerPoint presentation, along with the three buyer packages you need, read to go, in The Complete Buyer’s Agent Toolkit. Not only that, I’ve provided a comprehensive training system to assist you in performing like a top producer—even before you are one. Click here to learn more.

The Ten Tips

1. Learn non-verbal skills and apply them in writing, on the phone, and in person to establish rapport in an increasingly ‘cold inquiry’ world. (For example: That’s voice pacing, inflections, pauses, pitch, dynamics–just to name a few ‘hearing’ non-verbal skills.) 

2. We believe what others say about a salesperson, not what the salesperson says about themselves. Use testimonials; check evaluation websites to see what consumers are saying about you.

Check out www.realestateratingz.com and www.incredibleagents.com.

3. Create an after-the-sale survey and use it consistently. If there’s something wrong, fix it fast.

4. We believe what we see, not what we hear. Show, don’t tell. Use visual presentations consistently.

5. Flip your sales presentations. Ask questions—lots of questions—first. Educate. Finally, sell (well, you won’t have to sell).

6. Tell the truth attractively. Show evidence.  Don’t try to scare the client into action by predicting  the future.

7. Evaluate the client for long-term relationships. Is the client someone you want to add to your ‘tribe’?

8. Use ‘tough love’ with a client to tell the truth, turn down a client—to stay true to your values. Do what’s best for the client.

9. Re-cap. Regularly, stop and re-cap with the client. Do this, too, when you can’t meet client expectations.

10. Book of Greatness: Don’t brag about yourself in the middle of apresentation. Create a ‘Book of Greatness’ to use in your pre-first visit so your clients get to know you and your approach to sales.

Trust evaluator: See what your trust level quotient is. Click here to get the Trust Evaluator. The higher your trust quotient, the more money you’ll make–more easily.