colorado landmark business planning presentation

8/9/2019 Colorado Landmark Business Planning Presentation

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The Strategy of BusinessPlanning

Presented to:Colorado LandmarkRealtors

Matt Dollinger

VP of Integrated Solutions

@properties


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Who the heck is this guy?


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V.P of Integrated Solutions =

The guy who everyone comes towith problems and expects a

solution yesterday.

Or

I create strategy from chaos inbusiness.


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Most importantly I am amember of the community.


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FYI I am NOT a guru,expert or social media

consultant.


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I am however a student, a

contributor, and mostimportantly a Lovecat...


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Whats a Lovecat?

Share your:

Network

Knowledge

Compassion


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Are you the person they wouldcome to?


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What is the #1

reason whysomeone will chooseto work with you as

client?


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The key components ofbuilding trustare

integrity,competence,

consistentcommunication,

genuine concern and

results.

Usman Sheikh

Journey of a SerialEntrepreneur

RESUL

TS

COM

MUNICA

TION

INTEGR

ITY

CO

MPE

TENCE

C

ONCE

RN

5 Key Components of Trust


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Think about how this very principleeffects your daily life as a

consumer?


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How do we use these 5 pillars to grow,earn and prove our trust with clientsevery day?

RES

ULTS

COMMU

NIC

ATION

INTEGRIT

Y

COMP

ET

ENCE

CON

CER

N

5 Key Components ofTrust


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Branding Statements are just words

Unless you can demonstrate these traits.


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Concern

How do we show/demonstrate concern?

Listening Interest

Patience Testimonials

Empathy Understanding


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Competence:

How do we show/demonstrate our

competence?

Numbers Education

Knowledge QualificationsTestimonials Macro/Micro


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Integrity

How do we show/demonstrate integrity?

Honesty Respect for RulesRespect for others Quality

* Integrity is something that can be

demonstrated by you but should bereaffirmed by others (i.e. testimonials)


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Communication

How do we show/demonstratecommunication?

Honest Discussion Active Listening

Sharing Information Source


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Results

How do we show/demonstrate results?

Listings Sold Buyers AssistedCompany Stats Days on Market

SP/LP Challenges Faced


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Concern

Take interest in your clients

Ask the hard questions

Why are you selling your home? Are you planning a family in the future?

Can you afford this if one of you lose their job?

Have a solid process of questions written

down you ask every time and listen.


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Competence:

Knowledge in Numbers

Agent Metrics

Local Board Stats

WSJ Development Blog

Case Schiller Home Index

www.KeepingCurrentMatters.comTraining, Education, and more Education
http://www.keepingcurrentmatters.com/http://www.keepingcurrentmatters.com/


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Communication

Articles

Make a consistent communication plan

Tell them what you are learning/doing

Share appropriate information with them

Practice Transparency


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Results

Highlight accomplishments

Showcase statistics

Talk about challenges & overcomingthem


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ACTION

Learn the market

Macro vs. Micro


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ACTION

Communicatewhat you find

Turn DATA intoINFORMATION


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ACTION

Make yourselfdiscoverable by

sharing yourknowledge.


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ACTION

Practice ACTIVEListening skills

and provideanswers


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ACTION

Think outside thebox

The next time youexperiencesomething GREATthink, How would

this work in mybusiness.


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ACTION

Build, Earn andSolidify TRUST

with thosearound you daily


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Why do I need a Strategy?

Strategy: A strategy is a plan of action designedto achieve a particular goal


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Your reputation

if fragile andyou areincredibly

vulnerable


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Everyone hasa voice and

an opinionand they will

probablyshare it with

you.


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Pastcustomers areable to

and will share their

experienceswith others

online.


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There are only

so many dealsthat are goingto close in the

next couple ofyears.


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The old

ways ofmarketingyourself just

dont seem tocut it today.


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If youre

growing yourbusiness youre taking

it fromsomeone else.


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Its time to start


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Assess Your CurrentBusiness


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Step 1.Analyze whats working

Client Name Source of Biz Buy/Sell Trans $

Jay and Silent Bob Referral Buy 350K

Eric Estrada Open House Buy 400K

Stan Lee Referral Sell/Buy 900KJohn Holmes Farm 123 Main St. Sell 400K

Lonnie Anderson Referral Buy 450K


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S 2


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Step 2.Measure your Analytics

Campain Target Quantity Cost/per Total Cost # per year #clients Cost/client

Farm to 123 Main Renters 300 $0.75 $225.00 $2,700.00 1 $2,700.00

Bus Benches Buy/Sell 2 $500.00 $1,000.00 $12,000.00 0 NA

Monthly Mailing SOI 200 $0.75 $150.00 $1,800.00 3 $600.00

Campain Target #Hrs x per mo. Total Cost # per year #clients Cost/client

Floor 2 2 4 48 0 48 hrs

Open Houses Buyers 3 2 6 72 1 72 hrs

St 3


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Step 3.Focus your Efforts

St 4


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Step 4.Ask the Hard Questions

Do I need money right now?

Can I afford marketing?

Do I have the skills to representlistings?

Do I have the knowledge to competein todays market?

Can I afford long term results rightnow?


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Assess Your Pipeline


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Your Current Pipeline

BuyersClient Name(s) Current Address Closing % Rent/Own House Type Est. Purchase Date Est. Purchase Price

Total Buyer Estimate -$

SellersClient Name(s) Current Address Closing % House Type Est. Listing Date Reason for Listing Est. Listing Price r.

Total Seller Estimate -$

NAME 2010 Estimated Business Overview


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Plan Your Transaction Goal

5,000,000.00$

350,000.00$

14.3

50%

50%7

7

# of Buy Sides Needed

Total # of Transactions to hit Goal

# of List Sides Needed

Projected 2010 Goal (in Volume$)

My LTM Average Price Point

% of List Side Transactions

% of Buy Side Transactions


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Year Volume Goal

% Dedicated to Marketing

Your Commission Split

Your Estimated Earnings -$

Investment in Marketing/Yr -$

Marketing Budget/Mo. -$

Ave. Sales Price

Trans ac tions t o hit Goal #DIV /0!

Monthly Programs Cost/Mo. Start Qnty. Added/Mo. Mo. Commit. Monthly Invest. Increase/Mo Year Invest.Email -$ -$ -$ -$

Database Mailing 0.74$ -$ -$ -$

CAP Program 25.00$ -$ -$ -$

Farm 0.74$ -$ -$ -$

Just Listed/Sold 0.74$ -$ -$ -$

Website Upkeep -$ -$ -$

Other? -$ -$ -$

MONTHLY -$ YEARLY -$

Other Programs Cost Quantity #/Year Monthly Invest. Year Invest.

Closing Gift 1 -$ -$

Referral Gifts 1 -$ -$

Holiday Card 1 -$ -$Chicago Magazine Subscpt. 1 -$ -$

Client Outings 1 -$ -$

CAP Party 1 -$ -$

-$ Total Yr/Invesment: -$

#DIV/0! % to Yearly Budget: #DIV/0!

-$

#DIV/0!

Estimated '08 Production


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What I want from Trans.Goal

What do I need to accomplish toclose one buy side transaction?

What do I need to accomplish to get

one listing appointment?

Based on the ratio of apts. you must goon to successfully take a listing.


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One Closed Deal


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One Closed Deal

Where did it come from?

How did you get it?


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Define Different Goal Levels

Short Term

I need to make 50K to pay my bills

Immediate Business

Mid Term I would like to close 100K by year end

6 mo. Business Goal

Long Term I want to close 10 million in 2011


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Creating a Communication


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Creating a CommunicationStrategy

Audience

Message

Delivery


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Your Target Audience


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Audience

What types of peopledo we want to talk to?

Where do we find them?

What are they talking aboutalready?

What do I already know about

them? What is important to them?

Reference: Jason Falls http://tinyurl.com/lwqmzr
http://tinyurl.com/lwqmzrhttp://tinyurl.com/lwqmzrhttp://tinyurl.com/lwqmzr


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Qualify your Database

Name Occupation Rent/Own House Length Where Status Kids Ages Interests Referral Rank Why?Jim Law Own 1 bd 48 Buck Engaged 0 Temple R+ a B/S/RRon Dr. Rent 36 Mo. G.Coast Single 0 0 U of I Alum R B

Anne Cashier Rent 6 yrs. Lakeview Single 2 7,13 PTA R-

A - Clients

B - ClientsC - Clients


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Audience

Johnny Cisco

Bought 1 bd 1 bth in 2002

Lives in Bucktown

Has a Dog

Recently Engaged

Loves the Blackhawks

Works in IT


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Categorize your Sphere

Sample Groups

Location Based

Kids, Dogs, etc.

Buyer, Seller, Renter, Investor

Restaurants, etc.

General RE information


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Create a Meaningful*Message

*To them not to you


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The public wants and expects you tobe able to discuss the national andlocal market intelligently and withnumerical references.


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Message

What topics am I knowledgeable orpassionate about?

What topics would my audience find

valuable or interesting?

What commonalities do theseindividuals have?

What topics reflect your brand?

How can we begin earning trust?


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Message

Real Estate

Other Expertise


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Message


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Message

Google Reader is the Key

CAR/NSBAR/Metrics = RE Stats

Hyperlocal Data = Outside.in Reviews, etc = Metromix

Cyberhomes, Trulia, Zillow

Local Photos = Flickr Schools = Education.com

Real Estate = HouseLogic.com


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Deliver the MessageConsistently


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Delivery

What is the best method of deliveryfor my audience?

What social networks do they

contribute to?

What is the best medium? (blogs,email, video, whitepapers)

What is the best frequency fordelivery? (how often)


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Sample Communication Plan

Topic Freq and Delivery


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Topic, Freq. and DeliverySchedule

Group Topics: Delivery Frequency Data Source

Buyers

Rates, Inventory,

Suburbs, Schools, Email Bi-Monthly AM, CAR, KCM

Sellers

Inventory, SP,

SS/REO, Comps Email Bi-Monthly AM, CAR, KCM

Investors

SS/REO,

Financing Email Bi-Monthly AM, CAR, KCM

Gen RE

State of Market,

Local, House Value Email/SM/Blog Monthly AM, CAR, KCM

WP GroupFestivals, Music,Farm Market Email/SM/Blog Monthly

Dog Lovers

Parks, Beaches,

Dog Friendly Email/SM/Blog Monthly

Alumni

Connections,

Events, Etc. Email/SM/Blog Monthly

123 W. Main

Local Building

Conditions Direct Mail/Blog Monthly AM, CAR, KCM


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Beauty of a System


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Win the Day

l i i i


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Plan Your Activities

Plan them per month Here are the # of Activities I need to

accomplish this month

Plan the week Here are the activities I need to

accomplish this week

Plan the Day Actual, obtainable activities to

accomplish

i d l i i


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Proactive and Planning Time

Mi Pl d S h d l


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Micro-Plan and Schedule

10:00 10:30

Add OpenHouse clients

to Dbase

Mary Owens: Owns 123 Main St., sendCMA, [email protected], 773-354-9681

John Owens: Rents, Send House Credit andLender Info,[email protected], 312-506-0236

10:30 11:00

Add clients toDbase

Facebook search for past classmates,affiliates

LinkedIn identify connections and inputto Dbase

11:00 11:30 UpdateContact Infofor Dbase

Jim Spears - 773-354-9681, MISSING EMAILJohnny Knox - 773-354-9681 MISSINGEMAIL

Sue Brown MISSING PHONE,[email protected]

11:30 Qualif DbasePut Dbase 1-20 into Qualification Grid (See

Pl i i E thi
mailto:[email protected]:[email protected]:[email protected]:[email protected]


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Planning is Everything


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A Quick Note on SocialMedia

S l F b k Pl


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Sample Facebook Plan

H t it


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Hootsuite.com

F b k C t


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Facebook Comments

Bl W b it C t


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Blog or Website Comments


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Th k


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Matthew Dollinger773.354.9681

Thank you

[email protected]

Facebook.com/mattdollinger

Twitter.com/mattdollinger

Linkedin.com/mattdollinger

www.TheYouFactor.com
mailto:[email protected]://www.theyoufactor.com/http://www.linkedin.com/in/mattdollingerhttp://www.twitter.com/mattdollingerhttp://www.facebook.com/mattdollingermailto:[email protected]

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