building and retaining a real estate team & tips for team marketing success
DESCRIPTION
One hour for real estate teams on measuring performance, tracking leads, marketing tips that produce results, and tips for building and retaining a real estate team!TRANSCRIPT
Your Power Hour THE 60 MINUTE PLAN FOR 2014, TEAM BUILDING, AND BEST TIPS AND PRACTICES FOR A REWARDING REAL ESTATE CAREER
KRIS ANDERSON IRES,CLHMS,CIAS,CDPE,ABR,CMRS,RECS,AR
EA
“A Failure to Plan is a Plan to Fail”
WHAT IS YOUR PLAN?
What Does Your Company Look Like?
What is your Sales Dollar Volume Goal for 2014?
Why Do You Want that Dollar Volume Goal?
Mom & DadThat Apple Does Not Fall Far From the Tree!
What Are Your Top 5 Strengths?
What Are Your 3 Achilles Heels?
What Motivates YOU?
What Type of Environment Do you Like?
Alone• Quiet Space
• Fewer interruptions
• Motivated by sole recognition
• Organized
• Self-Starter
• Initiative
• Delegator
• Multi-tasker
Team• People around you each day
• Motivated by how well the team does
• Busy, louder environment
• Collaborator
• Benefits from Planned Process
• Desires Free time
• Structure
What is Your 30 Second Elevator Speech?
Sales Volume & Lead Sheets
Activity Sheet
• Open Houses
• Farming
• Calling Database
• Client Parties
• Monthly Mailing
• Networking
• Conferences
• Face to Face w/ Past Clients
• Hand Written Notes
A Day in the Life of An Agent!
EDUCATION LEAD GENERATION MARKETING CLIENT CONTACT COMMUNICATION MEETINGS SHOWINGS PLANNING
Continuing Education Networking Farming Calls Other agents Team Buyers Daily
Market Knowledge Farming Listing pieces Note Cards Emails Assistant Previewing Weekly
RE/MAX RU Sphere of Influence Buyer pieces Never Eat Alone Social Media Sellers Listings Monthly
Reading Past Clients Social Media Campaigns Emails Calls Buyers Annually
Conferences Expireds You Tube Campaign Texts Team Associations
Designations Cancellations Ad Campaigns Inspections Conferences
B2B Closings Networking Groups
Client Appreciation Parties B2B
*Quality time w/Team
The 3 Most Important Things We Do in Our Business…
• Lead Generate
• Lead Manage
• Become and Maintain Trusted Advisor Role
Let’s Plan Your 2014Month 2014 Sales Volume Goal
$20,000,000Actual
January $1,700,000 $1,300,000
February
March
April
May
June
July
August
September
October
November
December
TOTAL
Your Current Leads
A/B/C Seller Acitve/Pending/Closed
A/B/C
BUYERActive/Pending/Closed
A Smith closed C Jones
A Anderson pending A Liran Active
C Pitts B Feldman
Activities that Build Your Trusted Advisor Role and Bring the Sales $$$
TODAY This Week This Month This YearCard to Gil 3 lunches w database 20 cards 240 cards
Call PittsCall AndersonCall JonesCall Smith
B2B mtg w appraiser 80 calls 960 phone calls
Lunch w/ Feldman 5 note cards Farming brochure 12 farming brochures
Card to Receptionist at Hotel 20 phone calls to past clients
12 lunches with database 144 lunches
Complete Farm Brochure Farm brochure to 987 targeted homes
4 B2B meetings 48 B2B meetings
Preview 5 homes 25 homes seen Get ABR Designation 1 conference
Workout 1 hour Read 5 hours 100 homes seen 1 designation class
Read industry news 1 hour Workout 5 hrs Read 20 hours 1200 homes seen
Workout 20 hrs Read 240 hrs
Workout 240 hrs
Marketing Pieces that Work Every Time!
What is their Home Worth?
• Front Cover: • Recognizable Photo of the Community
• Address to the Names who Own Home
• Back Cover
• Showcase your listing
FARM AREA NEWSLETTER
Send out piece every 4-6 weeks
• 2nd Page• Your Info• Real Estate News
• 3rd Page-• Market Snapshot
Listing Presentation
Who & What• Tell them Who You Are
• Tell them About RE/MAX
• What Are You Going to Do for Them?
Market & Pricing• What is the market doing
last 90 days
• The Market Snapshot
• The Importance of Pricing Right
Proof • Show Examples of Sales
Example of My Listing Presentation
See the Full Presentation Online: http://joom.ag/iqqX
A Great Buyers’ Book
About Your Community ( Area)
Moving Checklist
Map of Area
Important Telephone Numbers ( utilities, etc)
School Districts
The Process of Buying Your Home
Loan Checklist
Sample of Your Purchase Contract
Example of the Buyers’ Book
Marketing the Listing
Listing Flyer Jumbo Postcard
Marketing the Listing
Social Media Campaign
YouTube Video- http://youtu.be/gLqhUkzJgNY
Photography
FAIR photo BETTER photo
Photography
FAIR photo BETTER photography
Photography
Consider Point Of View Photography
Consider Aerial Photography
Writing
FAIR WRITING: TUSCAN VILLA OFFERS
PRIVACY. All rooms look inward to a beautiful pool. Entertaining home. Home has gourmet kitchen, stainless appliances, and granite counters. Master bedroom has huge master bath. Theater room has 21 couches. Other rooms include: library, den, bonus room, guest casita. Exceptional ceilings and wood. A must see!
STRONG WRITING!: GRAND TUSCAN VILLA WITH CENTRAL
COURTYARD OFFERS ULTIMATE PRIVACY. All major rooms of this magnificent, single-story home look inward to classic column-lined porches, potted flowering vines, cobalt blue-tiled pool , formal fountain/spa and spacious outdoor kitchen. Perfect haven for elegant entertaining, safe kids parties or private midnight swims. Home boasts gourmet kitchen with Wolf, Sub-Zero, Viking appliances and granite-topped island. Superb master retreat displays a sumptuous master bath. Gigantic theatre room features “snuggle couches” that seat 21 people. Formal library/den. Fun game room. Mirrored exercise room. Separate guest casita showcases own kitchen/living room, bedroom, bath & laundry. Exceptional ceiling treatments and hand-carved woodwork. This unparalleled Tuscan Estate WILL NOT LAST LONG!
The Leap from Agent to TEAM
The TEAM Concept
Are You a TEAM LEADER? Visionary
Planner
Put together job descriptions, compensation plans, structure for the company
Generate Leads for Team
Train/Motivate all members of team
Commander of Accountability
Tracker of Leads/ Manager of Leads
Are You Team Member? Want autonomy, but want
structure
Desire “WE” atmosphere
Share responsibility
Need more leads
Need more training
Want/Need Accountability
Desire more FREE time
The TEAM Concept
Agent + Assistant• Make a list of the things
you do not want to do
• Assistant handles all paper/listing paperwork/ buyers’ paperwork/ flyers/ database management/ phone calls
• Your role: lead generate, show homes, write contracts, negotiate, meetings with clients
Agent + Assistant+
Buyers’ Agent
- When you have 10 or more transactions at one time- hire an agent
- Assistant manages two people
Agent + Assistant+2 or more Buyers’
Agents
- When you and the buyers agent have more than 20 transactions at one time- hire another agent
- Assistant manages all 3 agents
- If more than 4 agents, consider another assistant or transaction coordinator or client care coordinator
Job Descriptions/ Your Expectations
Assistant Answer phones/Schedules
appointments
Manage Database
Listing Preparation & Maintenance
Buyer Packet & Maintenance through closing
Property Search and Drip Campaigns
File Buyer and Sellers and turn paperwork into Broker
Order supplies, etc for office
Agent- Work & Behavior Inherent in the Position
Referral Generation
Provide Support for Team
Show Properties
Sit Open Houses
Preview Properties
Write & Negotiate Contracts
Attend Meetings/Conferences
Conduct Listing Presentations
Your Premier Team Behavior
Put it in Writing!
Assistant Annual Job Description and
Expectations
Compensation Plan
Bonus/ Rewards
Time Off
Benefits?
Agent Annual Job Description and
Expectations
Compensation Plan
Database Management/ Protection
Bonus/Rewards
Examples of Assistant Compensation
Salary• $40,000/ annual
• 2 weeks vacation
• After 1st year- medical insurance
• Check with your accountant on taxation ( medicare/ social security, etc)
• Bonus examples: day at spa, overnight trip with spouse, dinner certificates
Virtual Assistant• Pay per job ( ie. $300 per
buyer transaction)
• Pay per minute for paperwork (80 cents- $1 dollar per minute)
Hourly Assistant• Pay per the hour
• Bonus on number of transactions
Agent Compensation
Based On Transactions Per
Month
• 1-2 = 40% to agent
• 3-4= 42.5%
• 5-6= 45%
• 7-8= 47.5%
• 9-10= 50%
** If buyers agent sells team listing, then agent receives 5% bonus on the buyer side.
** For Listings generated by buyer agent, buyer agent paid 25% of listing commission at COE.
50-50 with Bonus• 50% on all buyer
transactions
• 50% on all listings
• Team Leader pays all marketing expenses for listings and controls marketing piece
• Bonus on performance: if you set 2 transactions as your standard and they hit 3: add 5% per transaction
Sliding Scale Based on Gross Commissions
• Up to $70K GCI= 60% to agent
• Next 20K GCI= 65% to agent
• Next 20K GCI= 70% to agent
• Above 110K= 75% to agent
• The next year, agent starts one tier below their achievement.
DatabaseIF YOU GENERATE THE LEAD= IT IS YOUR LEAD
IF THE BUYERS’AGENT CLOSES THE LEAD= IT IS THEIR LEAD
Meetings
Meet 1x per week for 90 minutes Review Lead Board
Reference Sales Volume Board
Correlate Activities with Sales Volume
Train Role Play
Bring in Guest Speakers
Educate
Review of Needs/ Successes
Team Retention
Build a Relationship with Your Team Members Ie. Harvey MacKay
Share the Wealth Dinner certificates, spa days, golf excursions, etc.
Team Build 1x a year – trip
Team get together 1x per quarter
Build and Maintain Your Trusted Advisor Role Note cards
One on One Breakfast and Lunches
What a Team Can Do for Your Business
Solo Agent ( no assistant)Control over Branding
Responsible for Yourself and no reporting to anyone
Phone on all the time
Maximum threshold in $$
Autonomy
Limited Time Off OR Vacation spent with your phone
Team Leader• CEO of Business
• Implement the Way you Want the Business to Run
• Control over Branding
• Recruit/ Retain/ Motivate
• Lead Generate
• Earn Residual Income beyond personal production
• Time off
• Phone transfer to someone else when you are gone
Team MemberFollow structure
Get Leads
Professional Development
Show Up and Work
Phone transfer when you are gone
Time off
Team Atmosphere: Friends for Life
In Review…
You Set a Plan for 2014 Sales Volume, Activities, and Lead List
You have Marketing Tips to Get Results in the next 90 days
You have a good idea if you want to be solo or if a team appeals to you
Team Concept Job Descriptions
Compensation
Meetings
Retention
Huge Thanks for Your Time!
We are never too busy for any of your Arizona referrals!
KRIS ANDERSON IRES,CLHMS,CIAS,CDPE,ABR,CMRS,RECS,AREA