PROView - January 2008 - (Page 8) Marketing What are the Best Practice Strategies for a Challenging Market? by Carla Cross, CRB, MA We all want success easily. We all want to do it our way. And, if we’re honest in our quest for easy success, we fall into some habits that hurt us when times get challenging – like now. In fact, now is one of the most confusing times for agents ever. Why? Because the majority of them came into the business when the business was going gangbusters. They didn’t have to lead generate, they didn’t have to create follow-up systems, and they didn’t have to contact old customers to make a decent living. In short, the business “tricked” them into thinking they didn’t have to adopt best practices. It was just too easy to make a buck. Different Times are Here Many agents are absolutely stunned that the business has changed. Unfortunately, they’re stunned into inaction! So, here are the business best practice strategies to assure you don’t become one of those failure statistics. Here’s the good news. If you put these strategies to work now, you will reap huge benefits in less-than-tough times. You’ll have become a true professional salesperson, armed with the sales and business skills you need to take your business to whatever level you want. Manage Your Business Like a Business Don’t think you’re not in sales. You are. Be proud that you have “salesperson” on your business card. (You do have that name on your card, don’t you? Or, are you trying to avoid the fact you’re in sales?) Sales is a numbers game. Most agents don’t know their numbers. Here’s a test. Do you know: • How many sales calls does it take to get a lead? • How many leads does it take to get an shows up at the office just to see if it’s still there – and whether there’s food left over from a brokers’ open! (There are some great new programs that will track your numbers and provide you ratios as often as you want them.) Don’t be in the dark any longer about how many actions it takes in each lead category to get what you want! If you think you’re in business for yourself, prove it by planning and tracking. (A method to learn how to manage your business is the topic of Up and Running in 30 Days, now in its third edition, with greatly expanded training, plus lead generating scripts and letters.) Lead Generate Pro-Actively Every Day (Go Out and Find Leads) Lead generating is not a choice. Some agents actually think they don’t have to lead generate, because they “do it differently.” Wake up. You’re in sales, or did you forget already? There is no “differently.” (It’s just those seminar gurus trying to get you to spend your money on stuff that doesn’t many anyone rich - except them.) If you don’t talk to people consistently and in great numbers you’ll be flipping burgers before you know it! (Not that there is anything wrong in flipping burgers, but you won’t be selling real estate.) Scheduling guideline: Lead generate four days a week for two hours a day. Don’t Rely on Anyone Else for Leads Are you thinking your manager, the Internet, or your company’s relocation department will supply you enough leads so you don’t have to pro-actively lead generate? Not in this market! And, in truth, no agent ever made much money waiting for someone to come to him. Find out your best sources of business and throw time and money at them. Adopting these five best practices will dramatically change your production, so you’ll not only thrive, you’ll become a top producer. • Put People First. There’s something new every day in technology. But, don’t get distracted. It’s not about technology. It’s about people relationships. According to a national survey, only 40 percent of clients ever get contact from their agents after closing! That’s like hanging a sign around your neck that says, “I don’t really care about you, Mrs. Customer. I just acted like it January 2008 appointment? • What’s the ratio of showings to a sale? • How many listing presentations does it take to get a saleable listing? Recommendation: Learn now what your ratios of success are. Set your goals and track your accomplishments – every day. Get a system that will do it for you. Doing this will give you a sense of direction and purpose. You won’t be one of those agents who 8 PINELLAS REALTOR® ORGANIZATION
Table of Contents Feed for the Digital Edition of PROView - January 2008 PROView - January 2008 Contents Chairman's Notes Feature ProActive Marketing Finance Marketplace Analysis Home Sales Report MLS Update MLS Mind Your Manners Education Calendar of Events & Programs PROBiz Special Feature Brokerage Design New Affiliates and Members for 2008 PROView - January 2008 PROView - January 2008 - PROView - January 2008 (Page Cover1) PROView - January 2008 - PROView - January 2008 (Page Cover2) PROView - January 2008 - Contents (Page 1) PROView - January 2008 - Chairman's Notes (Page 2) PROView - January 2008 - Chairman's Notes (Page 3) PROView - January 2008 - Feature (Page 4) PROView - January 2008 - Feature (Page 5) PROView - January 2008 - Feature (Page 6) PROView - January 2008 - ProActive (Page 7) PROView - January 2008 - Marketing (Page 8) PROView - January 2008 - Marketing (Page 9) PROView - January 2008 - Finance (Page 10) PROView - January 2008 - Finance (Page 11) PROView - January 2008 - Finance (Page 12) PROView - January 2008 - Finance (Page 13) PROView - January 2008 - Marketplace Analysis (Page 14) PROView - January 2008 - Home Sales Report (Page 15) PROView - January 2008 - MLS Update (Page 16) PROView - January 2008 - MLS Mind Your Manners (Page 17) PROView - January 2008 - Education (Page 18) PROView - January 2008 - Calendar of Events & Programs (Page 19) PROView - January 2008 - PROBiz (Page 20) PROView - January 2008 - Special Feature (Page 21) PROView - January 2008 - Brokerage Design (Page 22) PROView - January 2008 - Brokerage Design (Page 23) PROView - January 2008 - Brokerage Design (Page 24) PROView - January 2008 - Brokerage Design (Page 25) PROView - January 2008 - New Affiliates and Members for 2008 (Page 26) PROView - January 2008 - New Affiliates and Members for 2008 (Page Cover4)
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