HAWAII 窶右DITION
ROBERT HASSON FEATURED AGENT: JAN NORES
Managers & Team Builders:
Four Principles to Develop a Great Team
Communicate Your Way To Higher Sales With DISC? Tough Prospecting Environment Creates Need for New Solutions
Executive Publisher Jessica S. Fisher Writers Ashley Davis Jen Hadley Beth Cone Kramer Lincoln McEwee Tina Rubin Alisha Thomas Cameron Turner Feature Story Coordinators Jen Brazgel Andy Christenot Melissa Giordano Nicole Taylor Janet Thompson
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Robert Hasson
THE WAILEA GROUP
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Jan Nores
HAWAI’I LIFE REAL ESTATE BROKERS
Graphic Design Steve Martin Accounting Carol King Samantha Smith Phone 888-461-3930 Fax 310-751-7068 mag@topagentmagazine.com www.topagentmagazine.com
No portion of this issue may be reproduced in any manner whatsoever without prior con sent of the publisher. Top Agent Magazine is published by Feature Publications GA, Inc. Although precautions are take to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. To subscribe or change address, send inquiry to mag@topagentmagazine.com. Published in the U.S.
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CONTENTS SHUT UP AND SELL by Mark Hunter........................................... 4
ARE YOU MISSING OUT ON NEW HOMES? by Bob Corcoran........................................ 14
COMMUNICATE YOUR WAY TO HIGHER SALES WITH DISC? by Bubba Mills........................................... 19
MANAGERS & TEAM BUILDERS: FOUR PRINCIPLES TO DEVELOP A GREAT TEAM by Carla Cross............................................ 23
TOUGH PROSPECTING ENVIRONMENT CREATES NEED FOR NEW SOLUTIONS by Richard Weylman................................. 28 Top Agent Magazine
Shut Up and Sell By Mark Hunter
Contrary to popular belief, to be a successful salesperson, it doesn’t matter how much you know about your product or service. It also doesn’t matter how much of an industry expert you are. It doesn’t even matter how great your mother thinks you are. The only thing that really matters to be successful in selling is your ability to shut-up and listen. On numerous occasions, everyone in sales has heard how important it is to get the customer talking, so it’s imperative that they have an arsenal of great questions to ask. Despite trying to follow this guideline, every salesperson seems to overstate the amount of time they believe they allow the customer to talk. The many interviews I’ve conducted over the years with customers and salespeople alike confirm this reality. Therefore, salespeople need to take a step back and consider their sales presentation. To talk less means you have to ask questions that truly engage the customer. However, this doesn’t mean you need to develop complex questions. Instead, the best tactic is to ask 4
shorter ones. Long questions tend to result in short answers, while short questions will generally result in long answers. An example of a great short question is, “Why?” In my opinion, there isn’t a better follow-up question you can ask after the customer has shared with you some information. Consider how your customers would respond to other short examples like, “Can you elaborate on that?” and “Could you explain more?” These shorter questions elicit detailed responses and that’s just what you want. On the other hand, asking complex questions often tends to perplex customers. Because they are not sure what you are looking for, they respond with the universal answer representing total confusion, “What did you say?” Questions should not be your means of showing your customers that you are an expert. Save that for your statements. When preparing your sales presentation, a guideline I subscribe to is to limit yourself from talking for more than 20 seconds at a time without asking a question. The question you ask should be one directed at the Top Agent Magazine
comments you just made. By doing so, you’re checking with the customer to see if they understood what you just shared with them. Again, this is something many salespeople overlook. They get caught up in sharing with the customer their expertise and the features of their product or service and forget all about what the customer is thinking. Even if your product or service requires a complex presentation, you should still follow this rule. Whether you’re selling software, high value medical equipment, or technical tools, it’s essential to check your clients understanding by asking a question every 20 seconds. Your goal on any sales call is to talk only 20% of the time. To help ensure that this takes place, you have to plan ahead. Before you start developing your sales presentation, create your list of questions. This is contrary to the pattern of most salespeople who often spend a substantial portion of their time developing their presentation and, at the last minute, develop their list of questions. Consider that if you’re expecting to have a 20 minute presentation, you should have 40 questions (2 questions per minute). Even though you may not use all 40, you’ll definitely be more prepared. In addition, you’ll be able to pick and choose which ones you want to ask. If you’re following the rule of asking Top Agent Magazine
short questions, you’ll ensure that the customer is doing most of the talking. You’ll learn valuable information that will help you better understand the customer’s needs. If you want to move your questioning process to the next level, make half of the questions you ask be ones that help the customer see and feel the pain they have. By doing so, they will be much more open to receiving your solution. For example, if you’re selling computer back-up systems, you might ask, “Can you explain to me what happens when data is lost?” This short, concise question is designed to get the customer thinking about the risks they face. Furthermore, the beauty of this type of question is that no matter what the customer’s response is, some good follow-up questions will naturally arise. By adhering to these guidelines, you will be able to see dramatic results in the number of sales you are able to close. As simple as it sounds, the more you shut up, the more you’ll sell. And, the easiest way to achieve this goal is by asking more, short questions. So, shut up and sell! Copyright© 2014, Mark Hunter. All rights reserved. 5
ROBERT HASSON
ROBERT HASSON For Robert Hasson, a Top Agent on the island of Maui, the decision to enter into the highly competitive real estate market in Hawaii came naturally. “I knew that I needed an avenue to be my own boss. I know what I’m capable of and I knew I was willing to work harder than anyone else,” he says. By looking at his thriving career now, you would find it hard to believe that Robert has only been practicing real estate for 5 years. A Las Vegas native, Robert chose to pick up and move to Maui in 2008, just as the country was really beginning to feel the effects of the recession. “I didn’t know anyone and the recession had just hit. I had to hustle,” he says. The UNLV alumni had been bartending on the mainland prior to his move, so he sought out jobs in the hospitality industry upon arriving in Maui. In spite of the hiring freeze that year, Robert became the only new hire at the Four Seasons Maui, and began planning for a future of Copyright Top Agent Magazine
entrepreneurialism. He subsequently earned his real estate license in 2010. “I continued bartending at night 3-4 days a week while working full-time in real estate for the first two years,” he says. “It gave me a chance to learn how to become the type of REALTOR® I wanted to be during those years.” Specifically what Robert learned and consequently implemented, was the value of sophisticated, strategic marketing, and a high level of service to exceed his clients’ expectations. Indeed, each home Robert lists gets nothing less than five-star treatment when it comes to exposure. “Beyond the standard steps of bringing a property to market I create websites for every property I list, and these aren’t cookie-cutter websites. They are all customized,” he explains. Make no mistake, Robert spares no expense to ensure that the websites and other marketing materials showcase each property
in its very best light. He hires talented videographers to create HD videos of his listings, and brings in only the most skilled professional photographers to take photos of his clients’ homes. He’s even begun using drones to provide breathtaking aerial shots of the properties he lists. In addition, he creates top of the line customized booklets for each listing, which like everything else he does, reflects the amount of dedication he gives to his clients.
clients-whether buyers or sellerslike family. “I advise every client the same way I would my own father. It’s about doing what is in their best interest. I believe in being clear and upfront. This is a small island and I’m going to bump into my clients, so I am always honest with them. My reputation is everything to me and no deal would ever be worth compromising it,” he says.
Robert’s dedication to integrity in his craft is not only the right thing to do, The care and attention Robert gives he explains, but it is vital for clients to each client can be traced to a who are buying a second or vacation guiding principle of treating his home and are not familiar with the Copyright Top Agent Magazine
unique nuances of island real estate. “I’m honest and ethical, and give it to them straight. I’m their source of information to help them through the buying process, not to “sell” them something,” he says candidly.
which is located in the luxury Shops at Wailea. Robert has capitalized on the beauty of his company’s office – which is more akin to a showroom – by hosting a social event Wednesdays each week from 6:30 – 8:30 pm. “It’s open to anyone walking by, doing their shopping. I provide champagne and small bites, and it’s a great way to introduce myself to more members of my community,” he says.
His drive to serve others with premier service and uncompromising integrity has paid off. In just five years, Robert has grown to become a top producer on the island with sales in 2014 surpassing $14 Million. He’s also earned his Broker’s license along the way, and in 2014 joined When it comes to keeping in touch forces with The Wailea Group, with those he has already helped Copyright Top Agent Magazine
to buy or sell, Robert insists upon a personal approach. “My database focuses more on quality over quantity. I keep in touch by picking up the phone, and calling them. They have become friends, so we golf together, or go to dinner. I like to keep it personal,” he says. With a career that has exploded over the past five years, what does Robert have planned for the future? As it turns out, he remains focused on short and long term goals, which includes not only growing his business, but helping newer agents get started in
building their own careers. “I love giving new agents a chance. If they are eager to learn, I will show them how to work. I take on interns, and will continue to train others, because I love it.” Robert also plans to expand his international reach through strategic, sophisticated marketing efforts around the globe. Though he’s a very busy agent, Robert makes sure he never forgets why he came to Maui, so his spare time is spent enjoying the beauty of the island and the beautiful life he’s built away from the mainland. “I Copyright Top Agent Magazine
to admit that he has been fortunate. “I found my niche with real estate. This is a rewarding career and I just couldn’t imagine doing anything else. It’s not just about the product; it’s about the person who needs my help and building lifelong relationships. I’m lucky to be where When it comes to talking about his I am and to do what I love for a thriving career, Robert is the first living.” met my wife 3 months after I moved here. Now we have a 2 year old son, who is so fun. We enjoy the daytime life here, which is very different from the Las Vegas nightlife. I love surfing, golfing, tennis and going to the beach with my family.”
FOR MORE INFORMATION ABOUT ROBERT HASSON WWW.ROBERTHASSON.COM ROBERT@ROBERTHASSON.COM 808-359-8500 Copyright Top Agent Magazine
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Are you missing out on new homes?
By Bob Corcoran
I like to think of myself as a positive person – I always work to have good news for those around me. Today is no different – I come bearing good news for agents and brokers: Housing starts are on fire and that’s super news for RealToRs® who know how to work with builders to get those new homes sold. First, the numbers: after a lethargic winter, housing starts have jumped a massive 20.2 percent in april, the biggest bump recorded since February 1991. Housing starts came in at a 1.14 14
million annualized rates, up from a 944,000 pace in March, the highest it has been in 7 years, the Commerce Department reported in May. Plus, we saw more permits – a measuring stick for future construction – issued in april than at any time since June 2008. Total permits rose 10.1% to 1.143 million units, the highest since December 2007. single-family permits were up 3.7% from March to 666,000 and multifamily permits totaled 477,000 the highest since april 2006. Top Agent Magazine
I agree with many analysts who say this new home construction will help bring needed balance and aid buyers looking for a home this year – including trade-up buyers to first-timers.
Do you have a plan to network more with home builders? If not, why not? So let’s get right to it: Why should you consider selling new homes? one good reason is you can save a lot of time. When a RealToR® puts a qualified buyer in front of a builder who has a sales center, the builder’s sales agent will often do most of the leg work of discovery, demonstration, selection and closing.
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They frequently handle paperwork, collect deposits and even arrange financing. That’s serious time savings. Another benefit? Builders can be a source of new listings for RealToRs®. Builders are often presented with a sales contract contingent on the sale of the buyer’s existing home. Not a bad arrangement, huh? so how can you take advantage of this new inventory and sell more homes in 2015? Here are three tips to help you get your share in the new homes market: • Understand the landscape and language. Yes, builders, like any other profession, have their own jargon – when you can speak it you show builders you’re a pro who has the knowhow to sell the homes. That boosts your credibility with builders and potential buyers. Take time to understand the building process from the inside out – literally, so you can explain what goes on in the walls, electric and plumbing systems, for example. You might even consider the Master in Residential Marketing program offered by the National 15
they position their homes in the marketplace and their specific benefits to buyers. Share how you can work with the in-house salesperson, if there is one. • Understand what you bring to the table. You not only bring more buyers to builders, you save builders money by marketing their homes. It’s your marketing that finds the buyers, and that makes the cost of working with a RealToR® even more appealing to builders. Plus, you also act as a marketing advisor because you know what’s selling. Association of Home Builders through your local home builders association. It’s tailored specifically for RealToRs®.
Tell me what you’re thinking. Are you seeing new home construction in your area? If so, what can you start doing to tap into that market? Do you have a plan to network more with home builders? If not, why not? Please send any comments or questions you have to article@ CorcoranCoaching.com or www. facebook.com/CorcoranCoaching.
• Make the connection. Once you understand the lingo and the process, call the builder and make an appointment with either the builder or the sales manager at their model, showroom or office. Then listen and learn how you can work with Copyright©, 2015 Bob Corcoran. builders – what their needs are, how All rights reserved. Bob Corcoran is CEO of Corcoran Consulting and Coaching Inc. (www.corcorancoaching. com/programs, 800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into Real Estate Companies, Mortgage Companies and Small Businesses. Corcoran Consulting is headed by Bob Corcoran -- a nationally recognized leader, speaker, author, coach and consultant. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 or visit us at www.CorcoranCoaching.com 16
Top Agent Magazine
Jan Nores Jan Nores embodies the American dream, Hawaiian style. The REALTOR® has been selling properties on the Big Island since 2003 and with Hawai’i Life for the past five years. With a focus on Waikoloa Beach Resort, along with the Mauna Lani and Mauna Kea resorts, Jan says, “I love houses and people, so I brought them together and my career unfolded.” Jan’s real estate story began during the 1980s, when she was working as a cocktail waitress and aerobics teacher in California. The single mom got her Real Estate license in 1983, while still working her two other jobs and raising her daughter. One night after she finished her shift serving cocktails, she was invited to have dinner with her friend, the owner of the building where she worked, and his assistant. She asked the owner to give her something to sell. He handed her a napkin with the name of two developments he owned and gave her the opportunity to sell them., which she did! Thirty plus years later, Jan is a top agent on the Kohala Gold Coast, and that assistant, Susie Sullivan, is her transaction coordinator, based in Sacramento. The agent started her career on California’s Central Coast and worked on an exclusive oceanfront development called The Cloisters in Morro Bay, helping clients select everything from faucets to roof colors, tiles, and carpet, which gave her the background to develop several homes of her own in Hawaii years later. She says she often got involved with new construction projects, which would lead to other projects from the Central Coast to Palm Desert and beyond. When California real estate prices were sky high, Jan took a vacation to Hawai’i, looking at lots and houses in Waikoloa Village to get her “fix.” She called a business partner and the two bought lots in Kohala Ranch and Waikoloa, where they built and flipped houses over the years. Eventually, the two dissolved their partnership and sold the three homes they owned and Jan moved to Puako, her favorite place on the island. In 2010, she began working for Hawai’i Life Real Estate Brokers and her career on the Big Island took off. Hawaii Life Real Estate Brokers was started as a referral company by two young entrepreneurs who were doing marketing and websites for other real estate companies.
When they decided to open a brick and mortar office with a broker friend, she was asked to join them on the Big Island. The business has grown to 64 agents on the Big Island and 170 agents in all of Hawaii. Jan focuses on the Kohala Coast, an area populated with resorts and spas. “Mauna Lani, Mauna Kea, Waikoloa Village, some of the best real estate on the island, with many beautiful homes, resort amenities and the best beaches of Hawaii in our backyard. We have stellar five star hotels, great restaurants. You can stand at the ocean and look at mountains covered with snow,” says Jan. Even her motto, “It’s a small world on the Big Island, please let me introduce you!” reflects her enthusiasm. Jan is a well-known fixture on the island and has made several appearances on HGTV’s popular Hawaii Life series. People approach her everywhere from the local coffee shop to Costco, she says. Her office’s website, www.hawaiilife.com is Hawaii’s #1 Most-Trafficked Real Estate Search Engine and gets more than 270,000 monthly visitors, boasting more than 130,000 registered subscribers. She also has a strong referral business locally and out of state. In 2014, she was named one of the Top 100 REALTORS® in Hawaii. What’s next for Jan? She is filming two new episodes for Hawaii Life to air in 2016. Last year, she closed just shy of $19 million and expects to do even better this year. She has no plans to slow down. “There’s lots of opportunity. I’m a workhorse!” she says.
Jan Nores
http://www.HawaiiLife.com | Jan@HawaiiLife.com 808-895-5445 | 800-667-5028 Hawaii Life Real Estate Brokers 69-201 Waikoloa Beach Dr. D-1 MB 401 Waikoloa, HI 96738 Copyright Top Agent Magazine
By Bubba Mills
Communicate your way to higher sales with DISC? Today’s article is all about communication. Let me start with a story: A woman was standing in front of the mirror and said to her husband: “Oh my love, I’m so fat and so ugly. I really need to hear a nice compliment.” Her husband replied: “You have great vision.” Oh the trouble we can get into when our lips flap. Any married person can attest. Probably many ReALTORs®, too. Because real estate is a people business, communication is the industry’s bedrock. And I can say this next sentence with certainty: Top producers in real estate are expert communicators. Top Agent Magazine
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If you want to join their ranks, you should jump at every opportunity to improve your communication skills. This article can help, and to get the most from the article I only need you to remember four letters and their meaning: DIsC. DIsC is a tool you can use to quickly assess a person’s dominant personality. It’s based on work by psychologist William Martson. Generally speaking, it turns out there are four primary types of personality styles out there: Directors, Interactors, supporters and Compliants. The next time you’re giving a listing presentation, you’ll be talking to one of those four types of people. And when you understand which one you’re talking to you can be much more effective and more likely to get the result you want. so, let’s dive into each and learn some practical tips you can start using in your daily life as a ReALTOR®: Directors are direct. They want to make money, save time and be efficient. When you talk to directors, be short and to the point with closed questions. They seek productivity and the bottom line. They’re motivated by new challenges and problems to solve. They enjoy power and authority to take risks and make decisions. And they want freedom from routine and mundane tasks. Interactors want, you guessed, interaction. Lots of it. They want to have fun and they enjoy talking about themselves. When you’re talking to interactors, add humor and don’t labor on the details. They seek recognition and fun. They’re motivated by flattery, praise, popularity and acceptance, and they want other people available to handle details. Supporters are connectors. They want security, safety and a strong sense of belonging. When talking to supporters ask for their opinions and feelings and offer open-ended questions. They’re motivated by recognition for loyalty and dependability 20
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and they don’t care for sudden changes in procedure or lifestyle. They also like activities they can start and finish. Compliants are thinkers. They’re always wondering how things work. They want practicality, logic, fairness and a systematic approach. When talking to thinkers give facts, documentation and data. They seek accuracy. They’re motivated by standards of high quality, limited social interaction, detailed tasks and logical organization of information. some personality assessment tools can cost thousands of dollars, but at Corcoran Coaching, we’ve opted for a much more affordable offering: a free DIsC assessment. Just visit www.corcorancoaching.com/behavioralstyle. php and you’ll be guided through a quick questionnaire to learn your own dominant style and how to read others as well. Yes, understanding people, listening to their needs and wants and responding appropriately all take work and attention. But because real estate is a people business, it’s simply a must. And the better at it you become, the better living you’ll make as an agent or broker. I promise. Best of luck to you! Copyright©, 2015 Bubba Mills. All rights reserved. Bubba Mills is co-owner and executive vice president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into Real Estate Companies, Mortgage Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 or visit us at www.CorcoranCoaching.com. Top Agent Magazine
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Managers and Team Builders: Four Principles to Develop a Great Team By Carla Cross “I work alone.” “I don’t need to be a member of a ‘team’”. We’re heard that for years in the real estate industry. Yet, the strongest, fastestgrowing real estate companies have team building as part of their cultures. Agents who want to expand their businesses create teams. So, TEAM is no longer a four-letter word. The importance and implementation of leadership through teamwork and synergy is back in style in the real estate industry. Top Agent Magazine
Why Building a Strong Team is Important to Agents AND Management
As with all industries, the real estate industry is evolving. We’ve gone through the ‘go it alone’ phase. Because we’ve gotten more sophisticated in business. We realize that no one succeeds alone. We understand now that people working together create something more substantial than the sum of the parts. In addition, 23
with the challenges in the business, we finally get that many minds focused on the same task can accomplish much more than each person working as his own little island. Supporting this trend, strong company cultures have emerged which encourage and reward teamwork instead of solely independent achievement.
Do you have a job description for each of your team positions? Do you provide it prior to hiring?
Talking About Team-Building is a Slam-Dunk
It’s much easier to talk about teamwork than to create a team. One of the reasons is that most of us have never worked as a team before. As an agent, I didn’t create a team. But, in my management career, I worked to create teams with common focus. How did I learn how to create great teams? An Unlikely Place to Learn Teamwork
My first experiences in great teams, and then leading teams--comes from the world of music. I’ve created and Franklin D. Roosevelt said, “People led teams as a jazz musician. I’ve acting together as a group can accom- played in exceptional orchestras plish things which no individual (I’m a flutist). I’ve seen conductors acting alone could ever hope to bring pull together one hundred disparate, temperamental, independent musicabout.” ians as an inspiring team. (It’s a lot If you’ve ever played on a sports like managing a real estate office!). team, you know the chaos that en- So, the four truisms here come from sues when every player tries to be the my experience in both worlds—the star—to go her own way. That’s not musical performance world and the a team. That’s a group. You may also world of real estate team-building. know the joy of playing on a team that shares a common focus and It’s Not Just About Developing commitment to excellence. What a YOU as a Leader difference! What if you could bring that into your real estate office or You may think that, as a leader, your your agent team? job is to find team members that 24
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Just because people accept a position doesn’t mean they know how to proceed with the job. They need to have clear direction, a job description and a firm understanding of the responsibilities--prioritized. Do you have a job description for each of your team positions? Do you provide it prior to hiring? Do you coach to One of the differences between lead- it? Do you help your team members ing a group and leading a team is that, get so good at it that they can start in a successful team, team members training new team members (move also become leaders, and think like into leadership)? leaders, looking out for the good of the team, not just for themselves, In “Teamwork is the primary other words, will work well together. That’s true, as far as it goes. But, your ultimate job is to train and coach those team members to start doing some of the leadership jobs you’ve done. That way, you can keep moving to higher levels of leadership. You can expand and sell your business.
ingredient of success.”
Leaders develop leadership on their team.
Otherwise, leaders are not really leading. They’re managing—or micromanaging. From developing leadership over a couple of decades, I’ve found four major truisms for developing your team with strong internal leadership. These principles apply whether you’re in management or in sales interested in building a team.
Principle #2: People don’t know WHAT to do to get the job done. Even if you hire someone who has real estate experience, it doesn’t work to leave it to them to figure what exactly needs to be done—from your point of view. They don’t know your priorities. They don’t know how you work. Do you have processes and systems in place to teach them exactly what needs to be done?
The Principles to Developing Team Leadership
Principle #3: It’s your job to teach them HOW.
Principle #1: People don’t know what’s expected of them.
Some people think “leaders” are the “idea people” and aren’t supposed to
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get into implementation. But if you want your team to excel, you must show them how. Having worked with assistants for over 15 years, I have found that assistants and team members need help in systemizing any process that you want done. They need help in developing dialogues to deal with affiliates and consumers in the way you expect. They are good at systemizing their own processes-but not good at all at systemizing ours! Help them.
regularly”. Hold your team members accountable for each step along the way to completion of a task as well as the end result. Do you have solid, measurable benchmarks from which to measure? How do you know you and they are succeeding?
All systems in place? Do you have foundational systems in place from which to improvise? Do you have a solid training program to bring a new team member on board? Do you a method to ‘clone’ yourself to develop someone who can take over your job?
Vince Lombardi, one of the greatest football coaches of all time, said of teamwork, “Teamwork is the primary ingredient of success.”
The pay-off for developing competency and leadership skills in all of your team members is a business that is ‘owned’ by all those involved, with empowerment assured.
Your goal is to develop processes, systems, and training for your team members—all which reflect your philosophy of how you do business. Principle #4: When accountability They reflect your values and your factors aren’t built in, things don’t culture. Bring them into a leadership get done. mentality with you, so you can delegate more responsibilities and There’s a great difference between finally replace yourself! “do it the way you want” and expecting results and “do it the way you Copyright©, 2015 Carla Cross. All want and let’s check how it’s going rights reserved. Carla Cross, CRB, MA, is an international speaker, writer, and coach, specializing in real estate management. Her Leadership Mastery Coaching program is unique in the industry. A National Realtor Educator of the Year, Carla was recently named one of the 50 most influential women in real estate. Join Carla’s Community and receive special offers and free resources. Contact Carla at 425-392-6914 or www.carlacross.com. 26
Top Agent Magazine
Tough Prospecting Environment Creates Need for New Solutions
by Richard Weylman
Agents at all levels of experience in the industry continue to have a difficult time gaining access to qualified prospects on a favorable basis. The negative image that has been portrayed of the industry together with the general cynicism of the population has translated into more and more barriers being erected to close out sales people of all types. The evidence of this continues to mount. Inquiries as well as questions at my various speaking engagements at industry functions indicate a general frustration with the state of the marketplace and the difficulty agents and managers are facing. Today’s prospecting environment requires new solutions to old problems. No longer does “make more calls, see more people” address or solve the problem. Specific relational strategies and tactics are needed to gain access to qualified prospects. 28
Here are just a few of the questions I’ve received recently from advisors and managers: Q: “Voicemail is everywhere. How can I get people to return my calls?”—Stephen G., Chicago, Illinois A: People return calls based on prioritization of the other calls they’ve received. People return calls for reasons of urgency or reasons of benefit. I would suggest that you write out very specific messages that you’re going to leave for your prospects. These messages should be laden with benefits, i.e., positive reasons that the prospect should return the call. As an example, “Mr. Donovan, this is Stephen G. As a teacher, you create lesson plans. As an advisor, I specialize in working with teachers to create a financial plan. Please call me at your earliest convenience.” Devise several of these messages specific to the market that you’re working so that Top Agent Magazine
Today’s prospecting environment requires new solutions to old problems.
each of them sounds different and gives people specific reasons to return your call. Review the to be sure they are relevant and speak the language of the market. If in doubt, create 5-10 messages and ask clients to select the ones they like and to which they would respond. Q: “How can I get CPAs and attorneys to work with me? I want them to refer their clients to me.” — George A., New York, New York A: CPAs and attorneys particularly like to stay in control of their clients and the decision-making process. For this and other reasons, CPAs and attorneys are not highly motivated to help you build your business by using them as the source of new prospects. However, positioned as a valueadded asset, you can succeed here. As an example, if you are targeting a specific market in the food industry, align yourself with CPAs and attorneys who are also working in the Top Agent Magazine
food industry. You find them by asking current prospects and clients who their attorneys and CPAs are and then meeting with them. Ask your clients to introduce you if necessary. When you meet, give them specific reasons to work with you. As an example, by pointing out the financial knowledge and services you have available which could enhance the value they bring to their clients that will motivate them to act as a center of influence for you. They are in a competitive environment also, and the good ones are seeking to increase client value. In addition, when meeting with CPAs and attorneys, let them know of your long-term interest and that you will respect the relationship that they have with their clients. As a value-added asset, you can create a consistent prospect flow. Q: “I’m targeting executives of major companies here in Rochester. How can I best get their attention?” —Bob J. Rochester, New York 29
In today’s environment, only a systematic approach to relational marketing and prospecting will keep you in sales. A: To reach executives effectively, keep three things in mind. First, you have to relate to these individuals. Two, you need to speak their language. Third, you must recognize that they are typically screened from any unwanted calls and/or mail. The best way to get their attention is to involve yourself in the activities and organizations that they support. As an example, the Senior Vice President of Marketing will most likely be involved in the American Marketing Association. The CFO will be involved in the CFO Society, heads of communication in IABC, etc.
belong to, ask executive clients to have or refer to Gale’s Encyclopedia of Associations regional edition (1800-877-GALE).
These questions represent a larger problem. In years past, the industry was focused on sales and transactions. Not a great deal was done to enable the development of the local sales agency into a marketing and prospecting organization. Advisors were expected to simply sell their friends and neighbors. Today’s marketplace, however, is significantly different. In the past, sales kept you in business; in today’s environment, however only a Getting involved in these organization systematic approach to relational will allow you to reach these exec- marketing and prospecting will keep utives and, most importantly, position you in sales. yourself as a resource to them. By serving on committees and activities C. Richard Weylman is an expert in that they’re involved in and support- marketing, selling and communicating to ing the causes to which they are affluent and high net worth people. He is drawn, it will position you as a the author of “Opening Closed Doors, Keys resource to them, someone who is a To Reaching Hard-to-Reach People," as caring and credible individual. If well as numerous sales, relationship and you’re having difficulty determining marketing and management audio and the organizations that these executives video education programs.
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5 Marri Close, Blue Haven Sophisticated Seclusion View Auction
Saturday 9.00 - 9.30am Saturday 20th June 9.30am - On Site
Agent
Andrew Sorensen 0410 563 146 Renee Wright 0410 563 147
Raine&Horne Charmhaven
* 4 bedroom brick & tile home with ensuite to main * Built in wardrobes to all bedrooms * Formal lounge and dining rooms * Separate family and rumpus * Separate bath, shower and toilet * Renovated kitchen with granite bench tops, stainless steel appliances and dishwasher * Freshly painted & new carpet throughout * Fully undercover outdoor entertaining area * Fully insulated plus water tanks fitted * Side access to rear of home * Approx. 557m2 fully fenced block * Rental return approx. $465 - $490 pw * Located in a quiet cul de sac * All reasonable offers considered prior to auction
02 4393 1990
rh.com.au/charmhaven