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Real Estate Sales: Romance or Reality?

February 24th, 2021

Do you think new agents have a ‘romantic’ or a realistic view of the business? Give me some advice.

Do you think would-be and new agents have a romantic or realistic picture of real estate sales?

The ‘romantic’ view: I’ve got my license, my business cards, I’m with a wonderful company. People will find me, be really nice to me, never offer objections, never lie to me, and do whatever I tell them. I will make lots of easy money fast, working no more than 30 hours in a hard week.

The ‘reality’: I don’t expect people to find me. I have to go out and find lots of people. I have to use my ingenuity, grit, tenacity, and never give up. I have to be able to say ‘I don’t know but I’ll find out’ a dozen times a day. I have to be able to tolerate clients not showing up, not telling the truth (come on, don’t be tough on me, it’s true….), not buying when they should, and listing with someone else.

How do we present reality? You can help. I’m editing the 6th edition of Up and Running in 30 Days, the internationally-published business-planning/action book for new agents. I’m also finishing a new book for would-be agents, Launching Right in Real Estate: What They Won’t Teach You in Pre-License School.

Tell me what you think. I’ve made 2 surveys, one for agents and one for managers. They each will take you just a few minutes, and you’ll be helping our industry prepare people for the reality of the business, not just the romance.

Here’s the link to the survey for agents.

Here’s the link to the survey for leadership.

Please return the survey to me by Feb. 27. If you’re quoted in either book, you’ll receive a copy, of course, and acknowledgment in the book.

Categories action plan, expectations, goals, income, Launching Right in Real Estate, lead generation, new agent business plan, new agents make money, New Real Estate Agents, onboarding, Real estate as a career, Real Estate Sales, Training, Up and Running in 30 Days
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Magic Takes the Shot: What Magic Johnson can Teach Us about Business Success

by Carla Cross

September 22nd, 2020

Magic Johnson on business success — What does your real estate sales business have to do with Magic Johnson? Everything…..

I can’t do it. It’s someone else’s fault. If only….I’ll never be able to. I tried that once. It didn’t work. It won’t work for me. Give me (you fill in the blanks) or else I can’t succeed.

You’ve heard all these reasons why someone can’t succeed. (Makes me depressed just reading this list.) So, it’s refreshing to hear someone speak about how to succeed—with no excuses. I don’t mean that we all don’t at times need a hand up. But, those are the few times. They don’t become our mantra.

You know who Magic Johnson is: College and pro most winning basketball player of our generations. What you may not know is that he is as successful—or more successful—as a businessperson.

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I just watched a video where a UPS executive interviewed Magic. Here are some of Magic’s insightful comments.

Dream it First to Live It

At age 16, Magic was a janitor while in school. He would go sit in the CEO’s chair and pretend he was the CEO; giving orders, making decisions, acting like a CEO. He said he always wanted to be an entrepreneur, not just a basketball player. Look what happened.

What are you dreaming? How fast do you hold onto that dream?

On Not Giving Up

As Magic transitioned from famous, successful pro basketball player to businessman, he thought his fame would magically open doors and make him successful. He found it opened doors (they all wanted to meet him), but, it didn’t get him the funding he needed to expand his business. He was turned down ten times before a bank took a chance on him.

How tenacious are you? My observation is that most of us give up just before we get success. Look at your heroes in any field. How tenacious were they?

Network and Lead Generate and Learn

Magic wanted to find out what was important to prominent people. He got the list of Lakers season ticket holders, and called up to 50 a day. Many met with him, and several became investors with him.

Are you lead generating with tenacity? Are you networking with curiosity?

Tailor to your Target

Magic was an early investor in Starbucks, and has over 125 Starbucks locations today. He met with Howard Schultz, the founder and then president, and told him he needed to tailor his Starbucks businesses to his clientele. You can imagine where Magic wanted to place his Starbucks. He told Mr. Schultz he didn’t want the music that was in most Starbucks stores. He wanted Michael Jackson, Beyonce, etc. He didn’t want scones. You get the picture.

Are you targeting your marketing to your audiences?

Hire and Work with the Best

Magic says, if you find great talent, you don’t need to micro-manage them. This comes from his experience as a basketball player.

Are you affiliating with the best? What’s your screening process to find that right person for your team?

Shine Your Light on Others to Succeed

As you help others succeed, you’ll succeed. Magic says his reason for being in business is to help others. He’s helped thousands of minority business people launch businesses. This comes, too, from his experience as a basketball player. His mentoring others resulted in more success for everyone.

Are you providing a hand up to qualified, determined talent?

Learn from Everyone

Magic believes everyone has something he can learn from. He values each person and seeks their contributions. He says he loves to learn and he’s constantly learning.

Are you learning from those you’re around? What’s your attitude about learning?

Add Value

Magic believes the secret of business success is to add value. When he meets with someone, he thinks about how he can add value for that person.

Are you adding value to those you work with, coach, or teach?

Do You Have a System to Select Team Members?

Check out Your Blueprint for Selecting Winners.

Making It Big: The Three Skills You Need

by Carla Cross

September 11th, 2020

Going into real estate because you love houses? You want to be independent? You can name your own hours? Probably the three worst reasons to become a real state salesperson!

Making it big: The three skills you need.

Perhaps you went into real estate because you wanted to be independent. You wanted to be your own boss–name your own hours–work at your own speed. You had heard real estate agents make lots of money. Maybe you thought this was a business were you just looked at pretty houses. Not so fast! Even though real estate is considered to be a career where ‘you’re in business for yourself”, taking that thought too far can result in failure.

Whether you’re new or in business for decades, read on. You may be deluding yourself about your path to success.

Selling Real Estate: Skills Needed

There are many skills required in this business that people new to it just don’t have. Too often, agents believe all they have to do is to start in this business and go to training. They will be successful. Then, when they start failing, they can’t figure out why. In this blog I’ll name 3 qualities and skills you need to develop fast. My question to you is: How are you going to develop or refine them?

Skill # 1: Time management

Most people go into real estate from a field that required them to show up on time, do specific work, and work for at least eight hours. If they didn’t fulfill the minimum requirements of the job, they were fired. Understandably, many people don’t like to work under those strictures. So, they go into real estate where they can name their own hours, work at their own speed, etc. etc. The problem is they don’t understand that working at their own speed many be working at a failure speed.

My question: How are you developing your time management skills? Did you bring them from your former business? (Most agents don’t). If you don’t have dynamic time management skills, how will you develop them?

Skill # 2; Being accountable to a plan

When I was regional director for a very large international franchise company, I screened people for leadership positions. I was stunned to find most potential owners and managers had never had anyone hold them accountable. In fact, there was a negative feeling about being held accountable. When you have a ‘boss’, you are accountable to that work plan and to your boss. In real estate, we’re so careful not to step over the boundaries of the independent contractor concept, we rarely hold anyone accountable to anything. The result: Most people never know what the job really is, and whether they are on track to attain their goals.

My question to you is: Who is helping you be accountable for your own success? Who is your coach? (And don’t tell me it is YOU…..) If you don’t have someone coaching you, how do you know you’re on the right track?

Skill #3: Implement a plan of action.

It is just amazing to me the kablooey plans of action out there. Most of the time, in fact, an agent isn’t provided a plan of action. He/she is just told suggestions or 50 ways to do something. The result: The agent has no idea how to prioritize activities and proceed. He has no idea whether what he is doing every day actually is leading him toward a goal. That’s like my musician friend who says every piece of music is the same: It all uses the same 88 keys–just in different arrangements. But, if you were to try to play a piece of music without knowing the sequencing of the melody, you couldn’t play it. It’s the same as picking out the best methods from those ” 50 ways to do something”.

My question to you is: Do you have a proven, prioritized plan of action and are you executing it? How do you know it is a plan that will get you exceptional results? (all plans aren’t the same!)

I’ve given you 3 skills agents need to succeed. What do you think? Is real estate an ‘independent’ or dependent business? I believe it needs to be a ‘dependent’ business at the beginning. That is, I coach the new agent as he/she starts his/her business. I am the leader. The new agent is the follower (or the struggling agent). There is the dependence. Once the agent ‘has it’, I step back, and become more of a consultant. Have you been a successful follower, so you can learn the business right? If not, why not? If you went to a piano teacher to learn to play the piano, you wouldn’t start your first lesson by telling the teacher how to play!

If you haven’t read the great book, Outliers, get it and read it now. One of the great lessons in the book is that no one succeeds alone.

Give me your feedback on the ‘independent’ or ‘dependent’ concept. What do you think?

Do you have a training plan that includes a proven plan of action? Why not get started (or re-started) right with my online program, Up and Running in Real Estate. Coaching is included!

Categories 5th Edition Up and Running in 30 Days, Coaching, expectations, FREE real estate coaching, lead generation, new agent business plan, new agent online training, New Real Estate Agents, online training, Real estate as a career, Real Estate Sales, time management, Training, Up and Running in 30 Days, Up and Running in Real Estate
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Ten Traits Needed to Succeed in Real Estate Sales

by Carla Cross

August 27th, 2020

You may have heard ‘you’re a great talker’. You’ll do well in real estate. Think that’s true? Think again!

Here are the ten traits I believe are needed to succeed in real estate sales. If you’re thinking about entering the wide, wonderful world of real estate, you’ll benefit from reading my list.

In my three+ decades managing and owning real estate offices, I’ve interviewed hundreds of potential real estate agents. I’ve watched many thrive–coming into the business quickly and making money fast. And, some I’ve watched fail. From these observations, I know the qualities that assure success.

Here’s the list that I came up with for my eBook, What They Don’t Teach You in Pre-License School. Some of you reading this list will already have been selling real estate. So, read this list and ask yourself: “Which of these qualities is very strong in my character? Which needs ‘shoring up’?” To succeed fast, or move to the next level in your business, you must exhibit these qualities in your sales and sales management behavior.

1. High Personal Initiative

Your success depends on your being able to create business and implement it on your own, with relatively little monitoring. If the interviewer tells you he/she’ll give you leads, I’d suggest a polite ‘thank you’ with a quick exit. Why? Because no one makes much money waiting for leads from anyone (and someone will be taking part of the commission for the lead, too). Another word for this is “self-starter”. No one is going to call you to force you out of bed!

2. Tenacity

Only those who “stick with it” will win. Plan on dedicating one year to establishing your business. Plan on spending at least three to five years building the kind of business you want to have as a ‘mature’ business. If you’re getting into real estate just to see if it’s for you–don’t bother. Chances are you won’t have the tenacity to do the tough work, and take the rejection needed to build a career.

3. Mental Toughness

A positive mental attitude is essential. Others who give up easily will try to influence the tenacious, mentally tough individual to also give up. It takes courage to keep going in this long-term business. You’ll get much more rejection than you ever expected. Those who keep going in spite of that rejection succeed.

4. Belief in Oneself

We each have to know, inside ourselves, that we are capable, that we have the talent and the tenacity to succeed, and that we can depend on ourselves. How are you motivating yourself today to reach higher levels in your business? Do you have a deep belief in yourself?

5. Willing to Take Direction and Be Accountable to Your Goals

Real estate is a constantly-changing field. Those who win and keep building stronger businesses learn new skills and apply them constantly. They also hold themselves accountable to their goals, and let others hold them accountable, too. They gain a coach early in their career, take skills classes, and keep getting better–not just to make money, but to take pride in how they do business.

6. Enthusiastic

A joy in doing, and a desire to accomplish shows itself in an enthusiastic attitude. Does your enthusiasm show to your clients? To your fellow agents? No one enjoys working with a ‘downer’. No one will help someone who constantly tells the helper, “I tried that once. It didn’t work for me.” Guess what: You won’t get any more help!

7. Creative

In today’s marketing-oriented world, an agent must be truly creative to design marketing where he stands out as valuable and different. How have you demonstrated your creativity?

8. Able to Communicative

Writing skills are a necessity today. Our sophisticated target markets are well-educated. Effective verbal communication is also paramount to success. Do you need to polish your communication skills?

9. Team Player

The preservation of our office spirit and cooperation is very important. We are all more successful together. What are you giving back to your team mates? Are you ready to reciprocate help? Are you ready to grow by contributing? You’ll get much further by contributing, because others will be compelled to help you.

10. Technology-savvy Enough

Notice I said ‘enough’. You don’t have to be a tech genius (in fact, too many of those types stay buried and married to their computers!). You do need to be able to use the basic technology available to fill out forms, market, use social medial, and communicate with your clients.

I’ll bet you can add to this list. Write a comment here and tell me what you think is an important quality in a successful real estate agent.

Don’t try to go it alone. Developing your traits and skills is so much easier when you’re in a proven program. Get the skills, coaching, accountability, and business plan you need to succeed. Check out Up and Running in Real Estate.

Categories accountability, attitude, Business Plan, Coaching, communication, expectations, goals, income, lead generation, new agent business plan, New Real Estate Agents, online training, Real estate as a career, Real Estate Sales, Real Estate Success, team, Training, Up and Running in Real Estate
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How to Make More Money in Real Estate in Less Time

by Carla Cross

August 12th, 2020

Here’s how to make more money in real estate in less time. When would-be agents investigate real estate as a career, they ask questions like:

Is a career in real estate worth it?

How much money can I make in real estate?

To answer those questions–and to sell books–you’ll find dozens of books titled ‘how to make a million in real estate’ or ‘how to be a real estate superstar your first year in the business’. You’re lead to believe anyone who goes into real estate is bound to make gazillions–fast. (Have you seen the myriad of TV shows where those beautifully dressed agents show $10,000,000 homes to adoring clients? It looks so glamorous and easy!)

Caveat: There’s one book for the seasoned real estate agent that really does lay out a concrete path to making, and then profiting a million dollars in real estate. By Gary Keller, The Millionaire Real Estate Agent is based on studies of successful agents and systems proven to produce those results. If you read it, you will discover that this means setting long-term goals and working like you owned a business (you do) for years!

The sad truth: Few agents make a million dollars. The really sad secret: Over 50% of new agents fail to make it through their first year in the business. There are a myriad of reasons. From interviewing and hiring hundreds of new agents, and seeing so many start-up plans, I believe the main reason new agents fail–and seasoned agents flounder–is that they are following an activity plan that just won’t work to make them money.

How Most New Agents Launch Their Careers

Most ‘activity plans’ new agents are given are activity plans for failure. (Agents who are floundering are also following these ‘failure-insured’ plans). The proof: According to the last National Association of Realtors’ survey of members, (2019), 54% of agents under two years in the business grossed less than $10,000 (that’s before expenses!). You don’t want to be one of those people.

What One of Those Failure Activity Plans Looks Like

The situation: You’re relatively new at sales. Your sales manager has suggested several activities for you to do:

Inspect listings
Organize your desk, files, books, etc.
Review forms
Attend orientation
Get your multiple keys; go to Realtor orientation; attend your multiple listing service orientation
Attend your office training

Following directions, you dive into all these activities, excited to start your sales career. You’re enjoying looking at pretty homes, and you don’t mind doing the rest of the activities. In fact, you find these activities rather easy to do, and you’re looking forward to the money just pouring in. If this is a successful real estate career, bring it on!

The Problem: Those Aren’t The Activities that Make You Money

But, the money doesn’t pour in. Look back at that list. Do any of these activities have to do with meeting and working with clients? (the only way you’ll ever make money!). Unfortunately, no. It’s all get ready. Now, there’s nothing wrong with organizing and educating yourself–if you only do it for a short period of time! The big mistake new salespeople make is that they keep doing those ‘first week activities’ as a priority for the remainder of their careers. Don’t do that! (Up and Running in Real Estate , my business start-up plan for future successful real estate agents, categories these activities as business support activities).

Why Would Your Manager Give You a Wimpy Activity List?

New agents have shared with me their ‘interview’ questions. They are not really interviews. They’re just sales jobs. The manager’s goal is to say whatever needs to be said to get that license on the wall. Then, the agent receives that wimpy activity list to underscore the thought that real estate is easy, everyone can do it, and you’ll do great without much effort (not all managers, of course, but, failure rates prove this is all too common.)

That List is Pre-Sale Stuff

In real estate, we call new homes that are sold prior to their being finished ‘pre-sales’. I want you to think of that list of six activities as ‘pre-sale’. You aren’t going to start making money until you get, as Up and Running in Real Estate states

on the sales path.

Here’s what that sales path looks like:

*In my Up and Running programs, these activities are called “business producing” activities.

When to Get on That Sales Path

Give yourself one week of ‘pre-sale’ activity. Then, start your Up and Running business start-up plan, so you’ll get a sale in 30 days. That doesn’t mean you will quit doing those six preparation activities. It just means they will take a lower priority to your actually working with and selling clients.

Staying On Track Isn’t Easy without a Great Coach

Assure your success by asking someone (either your manager or a professional coach) to coach you to your plan and hold you accountable. Why? Because it’s human nature for us to slip back into those easy-to-do, low-risk pre-sale or business-supporting activities, because they’re easy and risk-free. Armed with a proven business start-up plan and a coach, you have the right priorities, the right attitude, and the support you need to succeed.

Note to managers: Look at the activities you have the new agent doing in his/her first month. Do these activities include lead generating activities, or are they just keeping the agent busy? Be sure your activity list is a success list, focusing on finding, working with, and selling clients, not a busy-work list.

30 Things to Do While You’re in Pre-License School to Hit the Ground Running

If you’re in a pre-license school now, you know you are getting information to pass the test–not to succeed in real estate. You need an activity plan right now so you can do many of the things that will otherwise slow you down once you’re licensed. Grab my 30 things activity plan here.

Why Most New Agent Training Programs Don’t Get Results

by Carla Cross

July 22nd, 2020

New agents eagerly enter real estate training programs to succeed. Most of them don’t make it. What’s wrong? Here’s a defect in the new agent training programs–whether classroom or online.

Here’s why most new real estate agent training programs don’t get results for those anxious, enthusiastic, new real estate agents.

You’re a new real estate agent. I remember those days as though they were yesterday! Are you as excited to begin your career as I was? I’ll bet you are. So, how do you begin? Where do you get the direction, new agent training, and the support you need? I remember sitting at my desk, watching the agents, and trying to figure out what other agents were doing. Through my observations, I quickly found two things:

1. Most of the agents sitting in the office weren’t selling anything

2. Most of the activities those same agents were doing were not productive activities. (That’s why they weren’t making money). What were those activities? Looking at pretty houses, and attending brokers’ open that had food. Oh, and they were busy ‘getting ready to get ready’ (filing, which today would be playing with tech….).

Where were the successful agents? I soon discovered they usually weren’t in the office! They were out showing properties or listing homes.

What to Do?

By observing these two groups of agents, I decided I didn’t want to be in ‘stay in the office’ group one, because they weren’t selling real estate. I wanted to be in group two. However, I couldn’t figure out how to allocate time to activities, which activities to start with, and how to organize my day to create a successful career.

It’s Confusing

The most confusing thing about starting in the real estate business is that new agents get advice from every direction:

The tech to use
The tech and ‘gizmos’ you must buy
The ‘style’ of sales you must adhere to
The activities to do—and not to do

Unfortunately, most of this advice is probably not in your best interest. It comes from the personal experiences of ‘seasoned’ agents and their natural biases.

Most Real Estate Training Is Not Focused on Real Estate Productivity

You may think that any real estate training program is going to assure your success. All you have to do is learn everything in the program, and you’ll make money. Unfortunately, that’s not true. Why?

The failure of most new agent training programs is due to the fact that they are not organized on a proven new agent start-up business plan.

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There’s no plan for you to follow. There’s no prioritization of activities, no building on the plan, and no method to measure your lead generating, client engagement, and sales results.

Learning ‘Lots of Stuff’ Is Not the Answer

You will learn lots of neat stuff—facts and figures you may find fascinating. However, much of the information you’ll gain will not assure a successful career (look at all those ‘know-it-all’ agents who don’t sell a stick of real estate!). When you graduate from the program, you still don’t know what to do each day, the order in which to do it, why you should do it, and how to measure the results of what you do.

Agents Constantly Looking for the Magic Bullet

Because very few agents have the luxury of starting their business with a proven start-up business plan—designed for new agents—agents have no time management skills. They can’t organize their business and measure results. Instead, they’re always looking for

–what to say to make clients do what they want

–the one tech tool that will do the business for them

–the lead generating funnel (agents pay for those leads) that will assure them gold-plated leads, ready to buy

–the ‘system’ sold by seminar gurus for thousands of dollars, that guarantees them multi-million dollar incomes

What to Look for in a Training or Coaching Program

The magic ingredient is this:

The best new agent real estate training program is built around a business start-up plan.

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What do I mean? Week by week, the program introduces a lead generating source—prioritized just for new agents—gives you the numbers you need to work in that source, and helps you measure results. Now you know, as you proceed through the program, what works for you and how much of that work you need to do to succeed. In addition, the training program shows you how to do each activity. It helps you organize each of your presentations and systems so you have a professional system to follow.

The objective of that special training program is fast productivity, not just knowledge.

Look for the words “foundationed in a business plan for you.”

The training program you choose should not just offer you information. It should consist of a business plan, with specific action items you accomplish each week. Also, it should:

1. Consist of the 4-5 best lead generating activities,prioritized, which you accomplish implmenting during the program

2. Have the training scripts and processes to execute your lead generation and client interactions successfully

3. Always keep you on your business planning track, and help you see that plan clearly with focus on your business

4. Have a method so you can measure your successes, revise your plan, and build a foundation for long-term success.

How did the real estate training you took as a new agent stack up to the four criteria above? Do you need a training program now to get your business on track or back on track?

By the way, online and in classroom training should have the same organization.

Here’s the only training program for new real estate agents foundationed in a proven business start-up plan. This online training program is created for those serious new agents who are determined to get a fast start to success. See it at ***Up and Running in Real Estate.***

Categories 5th Edition Up and Running in 30 Days, action plan, Business Plan, classroom to online training, lead generation, listing presentation, new agent business plan, new agent online training, New Real Estate Agents, online training, presentation skills, Real estate as a career, Real Estate Success, Training, Up and Running in 30 Days, Up and Running in Real Estate
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The Five Big Reasons New Agents Fail

by Carla Cross

July 8th, 2020

new agents don’t know how to start the business! (Who would?) So, they fill the time with what comes easily.

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Do you know the 5 biggest reasons new agents fail? Here they are.

New agents come into the business, excited because they are ‘in business now for themselves’. They don’t have a “boss”. They can organize their time. They look forward to lots of ‘free time’. They’ve also heard one can make lots of money working 20 hours a week. What a dream world! Worse yet, new agents don’t know how to start the business! (Who would?) So, they fill the time with what comes easily. Most of us are afraid of rejection, and fear what will happen if we talk to human beings and ask them to buy real estate from us. So, we stay away from those activities that invite rejection.

What Comes Easily to the New Agent?

We gravitate toward ‘safe’ activities, such as:

get organized–all day
attend classes–all day
preview properties–all week
observe others–all week
do research and follow-up
Play computer and social media

A friend of mine observes that they seem to be “getting ready to get ready”.

The very dangerous thing about agents creating a daily plan without good business-start-up principles, is that they create habits of failure. In effect, they created their own start-up plan—one that assures low production.

Those 5 Big Reasons

1. Wait too long to lead generate–this is the biggest reason of all. They end up with very few leads–and those few leads are poor ones who won’t buy or sell!

Question: When you started your career, in what month did you start lead generating in earnest?

2. Copy other losers–go preview pretty properties, drink coffee, gossip, etc.

Question: How much time did/do you spend in wasting time?

3. Look for someone to provide them ‘leads‘ (no good producer expects leads to be given to them!)

4. Don’t lead generate at all! (They’re waiting for ‘a better way’)

Question: Were you waiting for someone to provide you leads or did you reject lead generating methods for ‘a better way’?

5. Just hate people (these are those who say ‘I like houses; I just hate people’). These are people who shouldn’t be in sales. I surely don’t blame them. I blame whoever hired them for not screening properly. (I know we can’t be right all the time, but we should be using all the tools available to us, like behavioral profiles, to check our interview conclusions).

So, those are my 5 big reasons. What did I miss?

Up and Running in Real State Starts You Right to an Exceptional Career

If you’ve been in the business less than 2 years and you’re not getting the success you deserve, you need to give yourself the gift of this program. All the training, coaching, and supporting documents are online, so you can go at your own speed and go back as many times as you want.

How this program is different: It is foundationed with a business start-up plan, so you learn how to self-manage a successful business, not just do non-prioritized activities. And, there’s nothing else to buy–no extra cards that stay in your trunk! (And, there’s a coaching component for your manager so support you every step of the way!).

Check it out and see how you can reach your potential–and beyond!

Categories 5th Edition Up and Running in 30 Days, action plan, attitude, Buyers, Coaching, expectations, goals, income, Internet leads, lead generation, new agent business plan, new agent online training, New Real Estate Agents, Real estate as a career, Real Estate Sales, Real Estate Success, Up and Running in 30 Days, Up and Running in Real Estate
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Why Your Marketing Isn’t Working Now

by Carla Cross

July 2nd, 2020

Which kind of marketing is working best now–passive marketing or active lead generation?

Marketing (spending money and waiting for responses) was working when the real estate industry was going strong. Agents could spend marketing dollars and expect to gain new clients. Then, it all changed. What happened? The pandemic. Instead of people responding to marketing, they stayed home and ‘cocooned’.

What’s Working Now?

It’s estimated that 80% of agents are waiting for the market to go back to ‘normal’. They’re effectively out of the market.

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But, some agents are having great years. What’s the difference? The agents who actively lead generated are doing well. What do these agents do?

Reach out to their potential, present, and past clients with meaningful messages. In other words, they actively lead generate.

A Different Kind of Lead Generation

However, there’s one big difference. Instead of asking, “Do you want to buy or sell?”–agents are calling to stay in touch and to offer help.

Connections Agents Are Making

Here are the twelve types of connections that agents all over the United States are making.

Create a brainstorm group of agents to share ideas on connections—from Sandee McDuffie, Las Vegas, NV.
Interview area experts (doctors, attorneys, schoolteachers, health experts) in a Facebook live or Zoom call. Record these. Publish to Facebook, with an ad to boost. Joshua Service, Bellevue, Wa.
Create a food drive for those in need.
Support your favorite local restaurant by publicizing it on your Facebook page. Diane Lucas, Bellevue, Wa.
Take a ‘care package’ of masks, gloves, hand sanitizer etc. to your clients
Send a short video with a list of all types of resources to your client base. Sandee McDuffie, Las Vegas. NV.
Send a gift that resonates with them and you: One agent sent peanuts with a card
Drop off some pansies with a note
Going through your database (or your phone) and just catching up with people you haven’t talked to for awhile. They appreciate your caring !
Share a book you just read or love (positive) with a text, then a note with the book, and then another text
Send something in the mail often: $50 grocery card with thank you note; Starbucks card
Publish the latest statistics from your MLS ; share with clients. In some areas, that’s great news! Compare with last December. Chris Cross, Bellevue, Wa.

Your turn. What are you doing to keep your business relationships alive so that, when the market returns, your clients will remember you and think of you for their real estate needs.

Do you think agents who are waiting it out will return to a viable career?

Jump-Start or Re-Start Your Business Now

It’s easy to mentally and emotionally get out of the business when you don’t have a strong client base. But, that attitude won’t help you create a viable business and make money this year. Why not get a solid plan of action, some accountability, and some training — all at the same time? Look at Up and Running in Real Estate, a fast-paced, challenging, effective business start-up plan–online–with training built in. All online, so you can go at your own pace. Get free coaching, too!

Check out Up and Running in Real Estate now.

Categories accountability, action plan, Coaching, Experienced agent, FREE real estate coaching, lead generation, Marketing, New Real Estate Agents, Real estate as a career, Sales Strategies
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Twelve Great Connections to Make from Best Agents

by Carla Cross

June 18th, 2020

Are you connecting, or still just trying to force out leads?

Here are twelve great connections wonderful agents are making to show their clients they care for more than just commissions.

We teach that this is a lead generating game. Yet, more importantly, it’s a trusted relationship game–if you want to be in real estate for the long run.

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Here are the twelve types of connections that agents all over the United States are making.

Create a brainstorm group of agents to share ideas on connections—from Sandee McDuffie, Las Vegas, NV.
Interview area experts (doctors, attorneys, schoolteachers, health experts) in a Facebook live or Zoom call. Record these. Publish to Facebook, with an ad to boost. Joshua Service, Bellevue, Wa.
Create a food drive for those in need.
Support your favorite local restaurant by publicizing it on your Facebook page. Diane Lucas, Bellevue, Wa.
Take a ‘care package’ of masks, gloves, hand sanitizer etc. to your clients
Send a short video with a list of all types of resources to your client base. Sandee McDuffie, Las Vegas. NV.
Send a gift that resonates with them and you: One agent sent peanuts with a card
Drop off some pansies with a note
Going through your database (or your phone) and just catching up with people you haven’t talked to for awhile. They appreciate your caring !
Share a book you just read or love (positive) with a text, then a note with the book, and then another text
Send something in the mail often: $50 grocery card with thank you note; Starbucks card
Publish the latest statistics from your MLS ; share with clients. In some areas, that’s great news! Compare with last December. Chris Cross, Bellevue, Wa.

Your turn. What are you doing to keep your business relationships alive so that, when the market returns, your clients will remember you and think of you for their real estate needs.

By the way, it’s estimated that 80% of agents are just waiting it out. Who do you think will reap the benefits of their work now in 2-3 months? Those who waited, or those who worked hard now?

Do you teach?

Watch the video from my

Masterclass: How to Take Your Course from Classroom to Online

No more ‘live classroom’ teaching for awhile. And, it’s a challenge to translate that classroom to a great online event. Want some ideas?

Go to www.carlacross.com, and press the Webinars and More Button. You’ll see the post with the video and the handouts available for you to help you gain audience participation and increase learning.

How I can help you go online with confidence:

Time to respond extended to June 25. Don’t miss out on this opportunity refine your course AND get Carla’s coaching.

Please pass this information on to those in your company who train. It’s quite a challenge to make online presentations work, and that’s what we address here. thanks!

Categories action plan, classroom to online training, client referrals, client trust, creative training methods, free webinar, lead generation, online training, Pivot business plan, presentation skills, presentations, Real estate as a career, Training, webinar
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Real Estate Agents: What Do I Do When I’m Home Alone?

by Carla Cross

April 3rd, 2020

This picture represents all the real estate agents who will sit and wait for that blazingly fast market to appear again. Here’s what to do right now.

Real estate agents: Are you “home alone”? Are you wondering what to do to keep your business going? Yes, I know. You’re hearing all these creative and innovative strategies great agents are doing to keep their businesses going. But, what about you?

Let’s get real. For many real estate agents, the reality is that they aren’t so busy that their business just keeps driving them. The truth is that, in our area, the average agent completes between 4 and 5 transactions a year. That just isn’t enough to build a thriving referral business–or to assume that the business will drive you during challenging markets.

What to Do If the Business Isn’t Driving You

I’ve been through several shifting markets before. A few agents keep going, switching their methods of lead generation and service to match the economic climate.

But, many real estate agents aren’t used to having to drive their own success.

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They thrived in a market where the business drove their activities. They’re lost when they have to get up every day, decide what to do, and initiate actions.

What Are You Waiting For?

How do you switch to business habits where YOU drive your success? It’s time to figure that out. I just did a Zoom call with agents in various stages of their businesses. Whether they were very successful or just beginning, they all had feelings of indecision. Why? Because we don’t have all those other people around us. We don’t have clients wanting our services. We can’t lead generate in the same ways. We’re switching methods. We need to deliver different kids of messages.

The Answer

You’re getting all kinds of suggestions about things to do. Great. But, how do you fit those into YOUR business? To answer that question, I made a very simple 2- month business plan template. Sure, it’s not a full-blown business plan. It’s not even beautiful. It’s just workable. I made it to help you think through how you’re going to nudge your business forward right now so you’re positioned and already in the flow of business when the market starts to fire up again (and it will). I’m going to give it to you early next week, so watch for it.

What To Do Now

Get ready to drop these things into your business plan:

The number of people you have in your database; if you don’t have a database, populate one RIGHT NOW!
Identify where you could increase the number of people in your database; Facebook, other social media, community groups, church, hobbies, prior work, Christmas card list, people you exchange services with (dentist, hair stylist, etc.) (What can YOU think of?)
Three methods of communication you’ve heard about that come from contribution during this challenging time (contributing to food banks, making masks, delivering food to emergency workers–you gather up at least 3 of these)
Write down how you could come from contribution and how would you communicate that to your database

For the next few blogs, I’ll be expanding on these 4 points, and will be helping you flesh out that business plan.

Suggestion: Talk to your manager about these four points and get his/her input.

Thought for the day: It’s easier to act yourself into feeling than to feel yourself into action. Jerome Bruner, Psychologist

Just get into action and you’ll feel better!

Online Training: And I’ll Coach You, Too

Click here to watch the video.

Find out more here. Why not get ready for a fast break right now?

Categories 5th Edition Up and Running in 30 Days, action plan, Business Plan, lead generation, Motivation, new agent business plan, New Real Estate Agents, Real estate as a career, Real Estate Sales, Real Estate Success, Training, Up and Running in 30 Days, Up and Running in Real Estate
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Archive for lead generation

Do you have a training plan that includes a proven plan of action? Why not get started (or re-started) right with my online program, Up and Running in Real Estate. Coaching is included!

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Jump-Start or Re-Start Your Business Now

Are you connecting, or still just trying to force out leads?

Do you teach?

Watch the video from my

Masterclass: How to Take Your Course from Classroom to Online

Online Training: And I’ll Coach You, Too

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