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Business Out of the Box With Real Estate Mogul Cheryl Clemans



Real Estate Broker and SAVVY Property Agentâ„¢

Training Guide for Secrets of the SAVVY Buyer and Secrets of the SAVVY Seller

Life isn’t about finding yourself, life is about creating yourself. —George Bernard Shaw

SAVVY Real Estate Tactics Copyright © 2007-2017 by Cheryl Clemans All Rights Reserved First Edition Revised 2017 ISBN: 978-1-63587-260-6 SAVVY Library, LLC No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher. Limit of Liability: While the publisher and author have used their best efforts in preparing this book, they make no representation or warranties with respect to the accuracy or completeness of the contents of this book. However, it is sold with the understanding that the author and publisher are not engaged in rendering legal, financial, or other professional advice. Laws and practices often vary from state to state and if legal or other expert assistance is required, the services of a professional (CPA, Attorney, etc.) should be sought. The publisher and author specifically disclaim any liability that is incurred from the use or application of the contents of this book. Furthermore, the publisher and author shall not be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

The term REALTOR® is a trademark of the National Association of REALTORs®. The term SAVVY Property Agent™ is a trademark of SAVVY Library, LLC.



Step 1: Create Your Vision Step 2: Mission, Vision, Core Values Statement and Promise Step 3: Business Plan Step 4: Understanding the Secrets of Savvy Property Agents SECTION II: SAVVY PRESENTATIONS TO BUYERS AND SELLERS


Step 5: Savvy Buyer Presentations Step 6: Savvy Seller Presentations SECTION III: UNIQUE SAVVY MARKETING PROGRAM


Step 7: Exploring Your Circle of Influence Step 8: Building Your Database Step 9: Consistent Savvy Follow-Up Step 10: Introducing Yourself to the Community SECTION IV: YOUR TARGET MARKETS AND USING YOUR WEBSITE


Step 11: Building Your Website Step 12: Building Subdivision Facebook Pages SECTION V: SAVVY OUTREACH AND BONUS


Step 13: Outreach to Civic Organizations Step 14: Developing Local Business Contacts Step 15: Print Media Outreach Step 16: Broadcast Media Outreach Step 17: SAVVY New Business Development Step 18: Attracting New Business: Rental Properties Step 19: Subdivision Event Planning Step 20: Client Appreciation Success Step 21: Scheduling Vacation, Vacation, Vacation SECTION VI: SAVVY Resources 66 ACKNOWLEDGMENTS 78 ABOUT THE AUTHOR 79

SAVVY Real Estate Tactics

INTRODUCTION WHEN I FIRST STARTED OUT in the real estate profession 20 years ago, it was three years before anyone at my broker agency even knew who I was and would give me the time of day. It was totally up to me to figure out how to make real estate a successful, financially rewarding and exciting career. I was lucky to find some good coaches from the beginning and by working the SAVVY Real Estate Tactics program, you will be lucky to benefit from my trialand-error experiences and knowledge gained through fabulous coaching. If I had the tools I am giving you in the program 20 years ago, especially the customized books for buyers and sellers, my career path would have been vastly accelerated. I realize we are in an era of high tech gadgets with more entering the market daily. It’s easy to get caught up in the craze, and it quickly depletes your budget. Remember when your mother said, “If everyone else is jumping off a cliff, does that mean you need to?” The idea is to be different, to set you apart from others, and to not follow the crowd. There’s an old saying, “When someone is on their deathbed, they never wish they would have spent more time at work!” They are always saddened by the little time spent with loved ones. Real estate is a lot like that. We are humans working with humans, we enjoy and are good at interpersonal communication or we wouldn’t be doing this job. I really doubt that at the closing table your clients are going to say, “I sure wish you would have texted me more,” but they probably will thank you for the words of encouragement given throughout the transaction. This product and marketing package was put together with personal direct communication in mind. I know it’s much harder for me to walk away and not use a friend or acquaintance in a business relationship than it is to walk away from a face or email I feel no real connection with, even if the face appears to have more experience or knowledge. It’s not about who knows the most, it’s about the relationship and personal connection. Remember, the person hired for the job may not always be the most “qualified”. It’s who they know, not what they know that matters. Most of us like to give our business to someone we feel connected to, that we have a relationship with. This program will teach relationship marketing and how to make these important connections with people, who can drive business to you. 4

—Cheryl Clemans

Introduction and Welcome

WELCOME THE EASIEST ROAD TO SUCCESS is to follow in the footsteps of someone who is already successful. Cheryl Clemans’ career in real estate began more than 20 years ago. She was fortunate to have immediately received expert guidance from several successful REALTORS who taught her the do’s and don’ts of real estate. She also learned how to create a continual stream of prospects, who want her as their REALTOR. The SAVVY Real Estate Tactics program was created for both novice and experienced REALTORs who want to know “what the pros know” and who want to take their business to the next level.

Cheryl Clemans, Real Estate Broker and SAVVY Property Agent™

Cheryl’s program is created as a successful journey to propel your real estate career. Each section is broken into steps with activities for you to complete. These activities from the core to successfully building your career in real estate sales. The SAVVY Real Estate Tactics program provides a proven successful journey you can use to design your career for success. It includes templates and examples for a business plan as well as supportive marketing strategies proven to achieve the level of success you want to achieve. Following the program in the correct order will yield the desired results. Being a SAVVY Property Agent is a full time job, and certain things (also known as work) need to be done consistently if an agent wants to attain success in real estate. This program is presented one step at a time, allowing you to learn with ease the selfdiscipline to consistently remain on task. Successful SAVVY Property Agents will be known as the “Go To” person for buying and selling real estate. They are professional, proud to provide quality customer service and are a credit to their community. Remember, mastery is achieved one step at a time. Enjoy the journey! It was designed for your success. 5

SAVVY Real Estate Tactics



Steps to complete in this section


Step 1: Create Your Vision Step 2: Mission, Vision, Core Values Statement and Promise Step 3: Create Your SAVVY Business Plan Step 4: Understanding the Secrets of SAVVY Property Agents 6

Section I: Setting Up Your Real Estate Business

SECTION SUMMARY YOUR CAREER IS your real estate business. There is a proven journey for success. It’s hard to sell real estate. However, if your business was making and selling great donuts, you would certainly want to produce a product or service that people want to purchase again and again—and—they will tell their friends about it. A builder never starts to build a house without first envisioning what it will look like, how big it is, features, and how it is positioned on the land. They then begin to “pencil out” details, which later leads to a blueprint and a list of materials needed to complete the house. The first four steps of SAVVY Real Estate Tactics allow the SAVVY Property Agent to create their unique definition of success as it applies to their real estate career. Novice as well as experienced REALTORS will uncover their hidden desires while following the easy steps to create their career vision, personal mission statement, and business plan. H

O In this section, you will learn how to: s Clarify your vision, get it down on paper, and anchor it. s Write a mission statement that describes your business. s Define your core values. s Write a business plan with specific financial goals. s Write a marketing plan. s Learn how to measure your success and find out what works.


SAVVY Real Estate Tactics




THE FIRST STEP to jump-starting your real estate career is to have a clear vision of the outcome you want to create. Visions are like gardens; what you plant in your mind is not cast in stone, but gives you a general aim towards that which you want to achieve and which you have a passion and burning desire to pursue.

Define Your Vision Define where you want your business to be in the future. This vision should reflect how you view your business and the steps you will need to take to become a successful, prosperous SAVVY Property Agent, proud of your community and moving towards realizing your financial dreams.

Anchor Your Vision Another way to anchor your vision is to write yourself a letter describing how all your goals will be manifested as if you were viewing the year ahead from 12 months in the future. Mail it to yourself with “Open on (date one year from current date)” written on the outside. You will be amazed at how many of these goals will be achieved a year from today. H


Greatness starts with a vision and is obtained through perseverance. —Cheryl Clemans

Section I: Setting Up Your Real Estate Business




EVERY ORGANIZATION or business has a mission statement, a purpose, or reason for being in existence. A good mission statement should accurately explain why your business exists and what it hopes to achieve in the future. It will articulate the business, its values and work ethic. I recommend that at least every three years you reevaluate, rewrite or fine tune your mission statement. This is especially important if you go from being an independent agent to building a team. When building a team of SAVVY Property Agents your mission statement must resonate with the team and with the constituencies that the business hopes to affect. It must express the business in a way that inspires commitment, innovation and courage, not any easy task. The three key questions a mission statement needs to answer: 1. What is the purpose of the business? 2. How are we going to address these needs or purpose? 3. What are the values or principals that guide the business? Don’t use jargon or make your mission statement so long that it can’t be easily and readily repeated. Continue Step 2 Õ

Imagination is everything; it is the preview of life’s forthcoming attractions. —Albert Einstein


SAVVY Real Estate Tactics

Your Mission Statement A Mission Statement is more like a statement of your purpose for doing business. It should reflect your core values and why you’re in business.

Vision Statement A Vision Statement is unlike a Mission Statement because the Mission Statement describes why the business exists, where a Vision Statement lets you know the direction your business is going to grow if your Mission is fulfilled.

Core Value Statement You should have 3 Core Values that characterize your internal compass for decision making, qualities that resonate with the core business function that transcends all circumstantial conditions.

Create Your Statements and Purpose Describe what feels comfortable for you. Here are some examples.

Mission Statement: Example 1 On (enter date), I will have in my possession (enter dollar amount), which will come to me in various amounts from time-to-time during the interim. In return for this money, I will give the most efficient service of which I am capable, rendering the fullest possible quality of service as a real estate sales person. I will attain the education needed to fulfill my dream for selling residential real estate. I believe that I will have this money in my possession. My faith is so strong that I can now see this money before my eyes. I can touch it with my hands. It is now awaiting transfer to me at the time, and in the proportion that I deliver the services I promised to render in return for this money.


Section I: Setting Up Your Real Estate Business

Mission Statement: Example 2 I have chosen real estate sales as the tool to obtain my financial dreams. I promise to always put the needs of my clients first. I promise to act with honesty and integrity with each transaction. I promise to continue my education in order to be the best in my chosen field as I can be. I promise to invest my earnings wisely.

Vision Statement: Example My business will grow through client relationships while building financial freedom, which allows my business to give back to the community.

Core Value Statement: Example My business serves as a resource for education, encouragement, challenges, inspiration and accountability to those I mentor, clients, family and friends. H


Jot down some ideas lllll ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________


If you limit your choices only to what seems possible or reasonable, you disconnect yourself from what you want, and all that remains is a compromise. —Robert Fritz


SAVVY Real Estate Tactics




ONCE A BUILDER HAS A VISION of what they want to build, they create a plan or blueprint to follow that makes the vision become a reality. A business plan serves the same purpose as a blueprint. It is a summary of your business objectives, how you are going to implement the SAVVY Property Agent process, the results you expect, and how you plan to track your progress and results.

Objectives Write the Executive Summary 1. Decide how much money you would like to make within the next 12-month period. Write it down. 2 .Decide what would be a realistic percentage you can expect to increase your business during the following 12-month period. 3. E  xtend this process to create a three-year goal. 4. U  se the SWOT sheet (see page 69) to determine your strength, weaknesses, opportunities and threats. These objectives give you a clear target to shoot for. You might be surprised to know that most other agents have no knowledge of how much they might make during a three-year period or what they will make in the current year.

Keys to Success 1. Write down what you will need to learn and purchase in order to reach your goals. 2. Write down what you will do to acquire these things and a time frame for each event. Be specific. 3. E  very six months, administer a Mid-Year Review Analysis (found on page 70).


Destiny is not a matter of chance; it is a matter of choice. It is not a thing to be waited for, it is a thing to be achieved. —William Jennings Bryan

Section I: Setting Up Your Real Estate Business

Use Market Analysis to Establish Goals To be a professional and real estate expert, you need to know what is happening in your market area. If you are servicing more than one town, find out what percentage of growth each town has had over the past 5 years. Find out what is expected in growth over the next three years for each town and record the numbers. You can get this information from your local Board of Realtors, MLS or a qualified appraiser. You may be able to get a monthly report from title and escrow showing what is actually happening for each area. Check monthly to see if the projections are still on target for the 12-month period. If not, then make the adjustment now so you’re not surprised at the end of the year. Next, do a break-even analysis. This will require you to gather valuable information from your MLS system. Find out the average commission percentage for homes selling in your area. This amount is known as your price per unit revenue. (If a home has a 3% commission and the home was sold for $100,000, your price per unit revenue is $3,000.) Find out your average price per unit variable cost. (If you pay a commission percentage to your broker or advertising expenses, and mileage, this would all be a deduction from your unit revenue.) Figure in your estimated monthly fixed cost expenses. (This would include desk fees, monthly fixed advertising costs and any other fixed expense you might be incurring.) Figure out how many units you will need to close to break even. Figure out how many units you will need to close to reach your 12-month goal. You probably will have months when sales are slower than other months, so remember to figure each month separately. When figuring this number, use the average price of a home in your area against the average sales commission for your area. Take the information you gathered from the appraiser to determine how sales have been in the past for each month. Following is a breakdown: Continue Step 3 Õ


SAVVY Real Estate Tactics

s Average price per unit revenue and average price per unit variable costs s Estimated monthly fixed expenses s Number units you need to sell to break even s Number of units you need to sell to reach your yearly goal. H


Jot down some ideas lllll ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________


Energy is the essence of life. Every day you decide how you’re going to use it by knowing what you want and what it takes to reach that goal, and by maintaining focus. —Oprah Winfrey

Section I: Setting Up Your Real Estate Business




THE SECRETS OF SAVVY Property Agents are based on the following proven journey that REALTORS use to propel themselves successfully. They are masters of understanding their “circle of influence”, the importance of name recognition and using their SAVVY books as their unique marketing tools.

Read Secrets of The SAVVY Buyer Read the book, “Secrets of the SAVVY Buyer”. As you read it, see it through the eyes of your buyers. The information may or may not be familiar to you. What is important is for you to be absolutely familiar with the contents and organization because YOUR name will be on the cover, so your buyer will assume you wrote the book.

Read Secrets of The SAVVY Seller Read the book, “Secrets of the SAVVY Seller.” As you read it, see it through the eyes of your sellers. The information may or may not be familiar to you. What is important is for you to be absolutely familiar with the contents and organization because YOUR name will be on the cover, so your seller will assume you wrote the book.

Customize Your Savvy Books The keystone to your success as a SAVVY Property Agent is making sure your clients see you as the expert. They are designed to be personalized with your name on the covers so you are given the aura of an expert, an author, someone who deserves to be trusted and respected. The books are designed to be used as a gift to clients and people in your circle of influence, the same way agents use calendars, pens and other imprinted items. The difference is this premium item gives you the aura of an expert, an author, someone who deserves to be trusted and respected. While pens, calendars, note pads and the like tend to get buried or thrown away as clutter NO ONE throws away a book that has value. H


SAVVY Real Estate Tactics



Steps to complete in this section


Step 5: SAVVY Buyer Presentations Step 6: SAVVY Seller Presentations 16

Section II: SAVVY Presentations to Buyers and Sellers

SUMMARY FIRST IMPRESSIONS ARE VITAL for your success as a SAVVY Property Agent. The impression you want to leave is that you’ve put a lot of time and effort into the presentation. You will make a powerful impact that says you are worth every dollar they are going to be paying you in commissions. The presentation is designed to show your professionalism, your knowledge, your value, and the benefits of doing business with you as their SAVVY Property Agent. Your personalized books are a key part of making an outstanding impression on your potential clients. Follow the steps provided in this section for presentations that create a lasting impression and lead to new clients.

O In this section, you will learn how to: s Prepare a Buyer Presentation s Questions to ask a Buyer s Elements to a Buyer Presentation s Prepare a Seller Presentation s Questions to ask a Seller s Elements to a Seller Presentation


SAVVY Real Estate Tactics




TYPICALLY, A BUYER’S AGENT relies on referrals and personality to get business. A SAVVY Property Agent will create an exceptional presentation that demonstrates their vital knowledge and expertise about their community. The biggest complaint buyers have about their REALTOR, according to NAR, is the lack of knowledge about the market they are selling. As a new or novice agent this is a huge issue, and the SAVVY process will lead you through the steps required to become a knowledgeable expert and demonstrate that with your presentations.

Questions to Ask a Buyer Your first opportunity to demonstrate your interest and expertise is to ask questions that encourage buyers to be comfortable talking with you. Here is a list of leading questions to help you communicate with buyers on the phone or in person. 1. What is your time frame for moving? 2. Have you spoken with a lender? 3. What price range? 4. Do you have money for a down payment? 5. How many bedrooms, baths and sq. feet are desired? 6. Do you currently own a home that you need to sell before purchasing? 7. Are you moving because of work? Will your new job be like your old one? 8. Is there a certain area where you want to live? 9. Do you have children? What are their names and ages? 10. Is there a certain school you want your children to attend or will they remain where they are? 11. Do you need information about the schools in that area?


Section II: SAVVY Presentations to Buyers and Sellers

12. Is anyone purchasing or going on the title a Veteran? 13. Get all contact info for the buyers. 14. Ask about their birthdays, anniversaries or special dates ahead.

Elements of The Buyer Presentation This presentation presumes that you have already connected with your buyer and sent them an introduction (prelisting) letter or email confirming dates, appointments and arrangements. Next, email your SAVVY Buyer presentation together with your personalized SAVVY Buyer book. Your presentation can include the following elements. 1. A  bout You. This should read more as a narrative biography and not as a traditional job application resume. For example, include a short statement about why are you working in real estate. Provide your real estate licensing required basic education and list of affiliations. Remember, being a SAVVY Property Agent gives you an edge over other REALTORS because it shows you have taken your career seriously. The SAVVY books demonstrate that you have extensive knowledge about buying and selling real estate. 2. T  estimonials. Use people who have listed their property with you or the office that you represent. Testimonials are super impactful to include and should be right up front in your presentation. 3. E  xperience. If you are a novice agent, make sure you highlight the experience of your office. 4. Services. Write a short list of what your services include, such as writing strong offers, providing closing coordination, following up after the sale, and being a trusted representative throughout the home buying process. 5. H  ome Finding Process. Take the buyer from qualification to determine what they can afford, to writing strong offers, to handling closing documents and to handing them the keys to their new home. 6. G  ive a Brief Description of Loan Process. Outline the many steps taken in qualifying for a loan, necessary documents to assemble and how funding works at the time of closing. 7. S  electing a Qualified Lender. Provide some questions to ask lenders. Continue Step 5 Ă• 19

SAVVY Real Estate Tactics

8. P  referred Home Questionnaire. Make sure you are clear on what they want and don’t want by getting it down in writing. 9. Homes that Attract Their Attention. What you can deliver when they find a home they want to view no matter where they found the sale information. 10. Buyer Special Requirements. Determine proximity to work and schools, acreage, 11. Homes to Preview. Provide a list of and/or link to sample homes that meet the buyer’s criteria. 12. C  ommission Explanation. Make sure that the Buyers are aware that you don’t get paid unless you find them a home and that they are not responsible for your fee as the Seller pays all commissions.

TIP: Included with the Buyer information package is a copy of the Earnest Money Agreement for them to review. I’ve found this often times speed up the actual writing of the offer. You can also explain the difference between Buyers Agency and Dual Agency. For example: Buyers Agent. As a buyers agent I will help you through the purchasing process of your new home. I will represent you by monitoring the transaction from start to finish. This means that as a buyers agent I only represent your best interests in the transaction. Dual Agent. There might be a time when you will be interested in purchasing a home which is listed by me. In this situation I am required by law to represent both the buyer and seller for the best interest of both parties. This information will be given to the buyer when you meet with them the first time. I use a nice folder with pockets that can be expanded with other paperwork as they go along. I also attach several business cards and explain that if viewing an open house without me to please give the agent my business card and state that you are already working with an agent.


Section II: SAVVY Presentations to Buyers and Sellers

Here are some expanded elements from the list above that you can customize and add to your presentation:

Home Finding Process What I will do to help you through the home buying process: 1. I will help you get pre-approval for a mortgage, if needed. Sellers and their agents understand that a pre-approval buyer is serious and prepared to complete the closing process. 2. I will also promise to immediately provide information on new listings that meet your search criteria. 3. I will email your specific home requirements to top agents in our area. They may be aware of a home fitting your needs that hasn’t been listed yet. 4. I promise to provide you with a comprehensive market evaluation of all properties you choose to view. 5. I will offer step by step communication of all processes leading to the transaction close. 6. I will provide consultation and recommendations of the written offer to purchase with terms approved by you. 7. I will use my finely-tuned negotiation skills to get you the best price.

Selecting a Qualified Lender A very important part of purchasing a home is finding the right lender. Below are some characteristics to be aware of and questions to ask when choosing a lender. s Quoted rates over the phone rarely lock rates (this is also a way the lender gets you to come to his office). Rates can be subjected to change unless they are predetermined for a specific period of time. s Interest rates can change daily. s Many lenders will discount their posted rates for well qualified customers. s Is your company well known in the community? Continue Step 5 Ă•


SAVVY Real Estate Tactics

s How long have you been in business? s Do you have access to a wide variety of loan packages? s Can the interest rate be locked in and for how long? sHow many loans do you close in a year?

Preferred Home Questionnaire Please be sure to write down all the features of the home you are looking for, and include anything you don’t want. s House style s Number of bedrooms s Number of baths s Single story s Formal dining room s Family room s Fireplace s Type of heating s Home office s Extra garage space s Acreage s Other requirements and preferences:


Creativity is inventing, experimenting, growing, taking risks, breaking rules, making mistakes, and having fun. —Mary Lou Cook

Section II: SAVVY Presentations to Buyers and Sellers

Homes that Attract your Attention I’m able to represent you no matter where you find a home. This includes: s In a local real estate magazine s On the Internet s Through another agent’s For Sale sign s From other agent’s Open Houses s From friends s “For-Sale-By-Owner” listings s Other agent’s exclusive listings However, if you view a property with someone else, I cannot represent you. If you see a for sale or open house sign, or even hear about a property, call me first and I will provide you with all the information on that property and make all the necessary arrangements for viewing. H


Jot down some ideas lllll ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ 23

SAVVY Real Estate Tactics




DURING A LISTING PRESENTATION is your first opportunity, and often your last, to demonstrate your professionalism and knowledge of selling a home. A SAVVY Property Agent will create an exceptional presentation, Marketing is a skill and learning the method will enhance your knowledge.

Questions to Ask a Seller Your first opportunity to demonstrate your interest and expertise is to ask questions that encourage sellers to be comfortable talking with you. Here is a list of leading questions to help you interact with sellers on the phone or in person. s What is the time frame? s How much do you owe? s What would happen if the home doesn’t sell? s How do you want to receive communications from me? Text, email phone? s How often do you want to hear from me? s Do you want to hear feedback from showings? s Where are you moving? s Are you purchasing again in that location? s Do you need me to refer the name and number of a top producing agent in that location? s How did you hear about me? s Do you have any questions for me?


Section II: SAVVY Presentations to Buyers and Sellers

Elements of Seller Listing Presentation This presentation presumes that you have sent the prelisting letter and have an appointment, and emailed a copy of the SAVVY Seller Book. Your real estate licensing required basic education. Being a SAVVY Property Agent gives you an edge over other REALTORs because it shows you have taken your career seriously. The SAVVY books demonstrate that you have extensive knowledge about buying and selling real estate. Your presentation will include much of the same information you prepared for your Buyers Presentation in Step 5. The Sellers Presentation package can include the following elements: 1. Services. Your biography, education, and listing of your affiliations and skills. 2. Testimonials from Previous Sellers. Use people who have bought their property with you or the office that you represent. Testimonials are super impactful to include and should be right up front in your presentation. 3. Explanation of Sellers Agency/Dual Agency. Explain the difference. 4. Accomplishments. What you (or your office) have accomplished. 5. E  xperience. If you are a new or novice agent, I recommend that you highlight the experience of your office. 6. Team. What you and the seller control. 7. Pricing. Common misconceptions about what determines the price of a home. 8. Determining Value. What determines the price of the home and the knowledge buyers have about the market and your home. 9. Where Buyers Come From. National statistics of home buyers. 10. Showing your Home. How to best stage and show your home. 11. The CMA. Comparing your listing to comparable active, pending and sold property. 12. H  ow the Proceeds from the Sale are Allocated. Who gets what, what fees are paid by you as the seller and how much you can put in your pocket. Continue Step 6 Ă• 25

SAVVY Real Estate Tactics

13. S  ellers Expectations. Questions to ask to determine how often they are expecting to be in communication with you via phone, email or text. Review the validity of questions for individual circumstances. 14. C  ommission Explanation. Make sure that the Seller is aware that you don’t get paid unless you sell their home. Drive home that you will be spending your money upfront for advertising, marketing campaigns and so it’s as vital for you to sell their home as it is for them.

TIP: K eep in mind that all listings are not good listings. If the seller is wanting an unreasonable price to sell their home, before accepting the listing remember that it’s your money going out up front for advertising costs. Never accept a listing that you feel at the time is overpriced, but are hopeful that the seller will become more reasonable down the road on the selling price. What will most likely happen, the seller will become disenchanted with you as a REALTOR, fire you and hire another agent. You will then notice that the new listing price with the other agent is much closer to what you really believed the home should have been priced in the first place. By this time, it’s too late for you to recoup your cost of the advertising dollars spent. Here are some expanded elements from the list above that you can customize and add to your presentation:

Team What you and I control as a team: s Price s Property condition s Access for showings s Home warranty


Section II: SAVVY Presentations to Buyers and Sellers

What we do not control: s Market s Competition s Buyers, Sellers or Neutral s Interest rates s When the right buyer walks through the door

Common Misconceptions in Pricing It is imperative to price your home at the fair market value from the beginning of the listing. Often 80% of the effectiveness of marketing is linked to where you price the home. In addition, your first offer is usually your best offer. Don’t: s Listen to what your neighbor says s Price the home because it is what you need s Price the home because it is what you want s Price the home because of what you paid

Determining Value Buyers and Sellers Determine Value The value of your property is determined by what a Buyer is willing to pay and a Seller is willing to sell for in today’s market. The buyers of today have all the information that you have. They will base their offer by comparing your property to other sold properties in your area. They will evaluate your home against the other’s comparing the cost versus the value. The buyers of today know what you paid for your property and will evaluate that price against what you are asking to determine what they will offer. Continue Step 6 Õ

There are some people who live in a dream world, and there are some who face reality; and then there are those who turn one into the other. —Douglas Everett


SAVVY Real Estate Tactics

Where buyers come from: s Corporate Relocations 4% s Advertising and Newspapers 7% s Open Houses 9% s Referrals 10% s Internet 11% s REALTORs and Yard signs 59% Showing your home: s Make your home available at short notice s If someone knocks at the door who isn’t with a realtor give them my card and don’t let them in s Open the drapes and blinds s Turn on lights in every room s Put all animals outside s Do not speak to potential purchasers s Make the temperature inviting for the season s Leave the home if possible s A professional salesperson does not tell the prospective buyers everything about the home. They allow the buyer to discover the home and will not say much when showing your home. Home Selling Process s Develop a complete market analysis s Listing appointment s Listing signed s Sign placed in yard 28

Section III: Unique SAVVY Marketing Program

s Lockbox placed on home s Enter listing in MLS s Schedule MLS tour s Schedule office tour s Make flyers s Notify neighbors s Write newspaper ad s Enter on all web sites s Email top agents s Contact prospects s Qualify prospects s Arrange showings s Feedback to sellers s Schedule open house s Write open house ad s Evaluate offers s Present offer s Figure net sheet for sellers s Write counter offers s Open escrow s Negotiate repairs requested from home inspection s Removal of all contingencies s Start packing s Schedule escrow signing H 29

SAVVY Real Estate Tactics



Steps to complete in this section


Step 7: Exploring Your Circle of Influence Step 8: Building Your Database Step 9: Consistent SAVVY Follow-up Step 10: Introducing Yourself to the Community 30

Section III: Unique SAVVY Marketing Program

SECTION SUMMARY A SAVVY PROPERTY AGENT has an advantage in the marketplace: The right to use Secrets of the SAVVY Buyer and SAVVY Seller books with their name on the front cover. With this tool, you have the credibility of an authority, which in the public’s perception makes you an acknowledged expert. Your name on the books makes you stand out in the crowded field of real estate agents. The books will also serve as permanent advertising for less than the cost of a weekend classified ad! The marketing program sets the stage for your SAVVY outreach to target markets where you want to become the “go-to” expert. Neighborhoods, communities, subdivisions, new home developments, or types of property (rural, ranch, condo, town home, residential) can determine your target market. (Section IV covers more information on target markets and how your website will support your SAVVY outreach.)

O In this section, you will learn how to: s Cultivate your circle of influence s Build a powerful database of contacts s Create the SAVVY Follow-up habit s Begin networking with “influencers”


SAVVY Real Estate Tactics




AN IMPORTANT STEP to propel your real estate career is to familiarize yourself with whom you know and who they know. Remember, you are only six degrees of separation from whoever you want to know or do business with!

Define Your Circle of Influence Your Circle of Influence is anyone and everyone (including relatives, good friends, close and casual acquaintances) who would recognize your name if mentioned. Collect and verify that the contact information is correct before you do Step 7 and enter this information in your database.

Hot and Warm Prospects Hot prospects usually are people you see or talk to frequently. They are interested in your success. They often refer their friends and family to you. Warm prospects are anyone who would recognize your name, or people you want to do business with.

Schmooze Your Way to Success As a SAVVY Property Agent, you will also become an expert at “schmoozing” or networking. The SAVVY marketing plan teaches how to get multiple exposure of your name to different market groups. From this networking, you will build a database (i.e., indexed list of names, phone numbers and email address) of all your contacts. The goal is to keep your database current and use it to keep your name in front of potential clients and people who will refer business to you. The goal is to keep your database manageable; 150-500 entries are good numbers to shoot for.

TIP: E very name entered into your database should have a follow-up date recorded. If you use campaigns don’t rely on them for all follow-ups. Remember you want to establish relationships! H


Section III: Unique SAVVY Marketing Program




A SAVVY PROPERTY AGENT keeps in regular contact with the members of their database. They are continually asking for feedback on their programs as they implement them, ideas and suggestions to better improve their customer service. This allows the SAVVY Property Agent to stay on top of their business and not waste money on programs that are not generating income.

Call Your Hot and Warm Contacts Every week you will make 25 calls (5 calls daily) to people in your database. (This will be referred to as the Weekly SAVVY Follow-Up Activities in the remainder of this book.) Let each person know that you are working on a new business plan and would value their input into what they might like to see you do different. Take extensive notes. During the call let them know that you will be sending them a letter next week launching a new and exciting product that will benefit each of your clients. Don’t tell them anymore as you want to peak their curiosity.

Sample Call Script Hi (Person’s name) I am calling to let you know that I will be sending you a letter announcing my new SAVVY Client Appreciation Program. I am excited to share this program with you. As one of my valued clients, would it be OK to call you next week to get your feedback and comments on the letter I am sending?

Introduction Letter Send a letter to everyone in your database that expands on your calling script. Continue Step 8 Õ

The aspects of a thing that are most important to us are hidden to us because of their simplicity and familiarity. —Ludwig Wittgenstein


SAVVY Real Estate Tactics

Follow-Up with A Hand-Written Note After you talk to the person you sent the letter to, send a follow-up handwritten card to them. Please use a stamp, no metered mail. Metered mail doesn’t get read! These little activities are important to sustain for an effective SAVVY Client Appreciation Program. Your note could read something like this: Thank you for your time. It was a pleasure talking with you. I look forward to doing business together in the future. Remember, your referrals are the greatest compliment I can receive and I’m never too busy for them. I write out my 10-20 cards and sign them while I am watching TV in the evening. I use two or three different designs in an accordion file and always try to keep a supply of 20 or more on hand ready to go. Then all I have to do is address the envelope and put the person’s name on the card. Make sure you use the same pen for this process.

TIP: It’s a good idea to keep at least two pens in the accordion file because the wrong color ink will not make the right impression. H



An inch is a cinch, a yard is hard. SAVVY marketing is made up of repeating proven techniques (very small tasks) as a matter of routine. Every week you should: 1. M  ake 20 calls to someone new in your database. 2. S  end out a follow-up card to each person you connected with. 3. Send a card welcoming any new person you might have added to your database. As your business increases, you will want to hire someone to keep up with this most important part of the program. 34

Section III: Unique SAVVY Marketing Program




KEEPING IN CONTACT with all the people in your database is imperative to the success of your business. According to the National Association of REALTORs, most buyers and sellers have NO further contact with their real estate agent after the transaction is closed. This is a real tragedy, since your best source of referrals is from previous clients. Don’t lose this potential business by not maintaining regular contact with satisfied clients who can refer you to their Circle of Influence! The SAVVY Follow-up program will insure that your clients and Circle of Influence remain your biggest fans and that you stay “top-of-mind” when the topic of buying or selling a house comes up. You will plant and harvest your database with phone calls, letters, cards, newsletter, event invitations, and regularly network with your target markets.

Warm Market Calls Make calls to 20 people in your database weekly. These should be different from names from last week. Use the same script as in Section 3, Step 8. Make it a habit to do this every day, every week… even when you are busy. Consistency is the key to success. You can continue to complete five calls a day without feeling overwhelmed and still get your daily business completed.

Follow-Up with Last Week’s List Next, call the same 20 people you contacted last week and let them know you are following up to make sure they received the letter you sent them. Ask them for feedback on the launching of your new marketing plan and if they know anyone that might need your services. Continue Step 9 Õ

Optimism is the faith that leads to achievement. Nothing can be done without hope and confidence. —Helen Keller.


SAVVY Real Estate Tactics

Send Out Follow-Up Cards Send out a hand-written, stamped follow-up card to every person that you made contact with via your calls. The cards could say something like this: Thank you for your time. It was a pleasure talking with you. I look forward to doing business together in the future. Remember, your referrals are the greatest compliment I can receive and I’m never to busy for them.

Send Out Welcome Cards Send out a hand-written, stamped card welcoming any new person you might have added to your database. The card could say: I’m excited to include you in my SAVVY Client Appreciation Program. I’m looking forward to building a great relationship. Remember, your referrals are the greatest compliment I can receive and I’m never too busy for them.

TIP: I’ve found that dollar and discount stores are a great place to purchase cards. They come in packets of 8-10. H


The greatest danger for most of us is not that our aim is too high and we miss it, but that it is too low and we reach it. —Michelangelo

Section III: Unique SAVVY Marketing Program




A SAVVY PROPERTY AGENT positions themselves in their community as an expert in the field of real estate. The more respect you have in the community, the more business you will receive. You should notice that the quality of your contacts and database will improve as your name becomes more recognized.

News Releases You can write original, short tips and industry factoids for various print and online real estate publications, as well as post them on your own blogs and social media sites. Be sure to include your byline and contact info. Here are some examples:

Evaluating A Purchase Offer by Your Name Here

like inspections and appraisals, are not satisfactory met.

Sellers usually think they have to take the offer with the highest price, but that isn’t true. You could accept a lowerpriced offer with a stronger buyer (one who has a pre-qualification letter vs. one with questionable finances) or with more attractive terms for example no home inspection, faster closing, or no contingencies.

If you receive a new offer at a higher price after you’ve signed a contract, you’ll have to wait and see if the buyer gives you an out by requesting repairs, or is unable to obtain financing.

Once you accept an offer, you can’t back out of it. Most contracts are written with several clauses or contingencies that allow a buyer to back out, only if the contingencies in the contract,

Are the repairs the present buyers that you’re in contract with unreasonable or will the new buyers be requesting the same items be repaired or replaced? Are the additional months you will be making mortgage payments waiting for the new offer to close, costing you more than if you just go forward with the original contract? Continue Step 10 Õ


SAVVY Real Estate Tactics

Guidelines to Clutter Removal by Your Name Here

removing the clutter, packing unnecessary items, and organizing the essentials.

It’s amazing how much stuff we collect when living in the same house for a while. Clutter maybe everywhere and obvious to a buyer or visitor, but it’s just the lived-in look to you.

Rent a storage unit and remove as much furniture in your home to make the room look larger. Take down and replace chandeliers that are not part of the sale. You don’t want the buyer falling in love with your cherished chandelier that came from your grandmother’s estate.

Shelves, counter tips, table tops, drawers, closets, garage attics, and basements are all “clutter magnets”. You want your home to appear spacious and roomy, so open as much clear space as possible. Buyers who walk through your house are likely to open doors, drawers, closets, and storage areas. Make it look like there’s plenty of room by What Makes A Buyers Market? by Your Name Here How do you know when it’s a buyer’s market? The most common answer you might here is when there are more inventories and fewer buyers have to purchase that inventory. What usually occurs in this type of situation is that prices begin to reduce as the inventory load becomes greater and the days on market continue to increase. Perhaps sitting on the sidelines and waiting for the market to continue downward is a form of procrastination.

Repair minor problems. You may have become accustom to that squeaky door hinge, the broken window lock, the running toilet or drippy faucet but trust me buyers are looking for reasons to rule out your home. You can always find deals in the market even when the market is considered a seller’s market. Each day many happy buyers are purchasing homes while you may be watching from the sidelines. While homes seem to be coming into the market with increasing volume you need to consider what interest rates may be doing. Are they increasing? If so, the home may be purchased at a lower price yet your payments might be a much higher amount monthly. Now you may no longer qualify for the home. Maybe it’s time to stop being a spectator and become a player in the real estate game.

Join Toastmasters This is a great way to learn public speaking with others who might find it difficult. At Toastmasters, members learn by speaking to groups and working with others in a supportive, non-threatening environment. A typical Toastmasters club is made up of 20 to 30 people who meet once a week for about an hour (usually at a restaurant). During each meeting, everyone is given an opportunity to practice different kinds of speeches for various situations. 38

Section III: Unique SAVVY Marketing Program

Become a Board of Director I have found that becoming a Board of Director with different organizations I’m interested in not only getting my name out in the community but also makes me much more comfortable talking in public.

Reacquaint Yourself with 20 New People Call 20 new people in your database and ask them if they know of anyone who is buying a selling a home and could learn from your new SAVVY books. Here is a simple script to work from: Hello, I have a few minutes before my next appointment arrives and wanted to call and find out if you or anyone you know who is buying or selling a home. I have a free book that can help them become a SAVVY buyer or seller that I would like to share with them. H



1. M  ake 20 calls to someone new in your database. 2. S  end out a follow-up card to each person you connected with. 3. Send a card welcoming any new person you might have added to your database.

People may doubt what you say, but they will believe what you do. —Lewis Cass


SAVVY Real Estate Tactics



Steps to complete in this section


Step 11: Building Your Website Step 12: Building Subdivision Facebook Pages 40

Section IV: Your Target Markets and Using Your Website

SECTION SUMMARY Your website is a key component of your marketing outreach and a constant source of fresh information for your target markets. This section will get you started with the basics of creating your business website from a template, selecting target markets (towns, subdivisions or neighborhoods) to build web pages that link to your site, and maintaining the websites.

O ln this section, you will learn how to: s Build a template-based web page s Select target markets. s Know what information to include in your neighborhood Facebook page


SAVVY Real Estate Tactics





YOUR WEBSITE IS A 24/7 color brochure that features YOU. There are many web design sites you can choose from online that makes the process of building your web site very affordable. They usually charge a setup fee and then a small fee each month. There is really no need to pay thousands of dollars to build your site, however, once it’s built you might want to pay the extra fees to have your site show up on the Sponsored sites. Many companies now provide this service as part of your desk/office fees or included in your monthly MLS dues. Take advantage of all these websites have to offer. Some actually include templates for postcards, letters, newsletters and more for both buyers and sellers. Keep everyone in your database on some kind of campaign but don’t just rely on those campaigns to keep in touch. Clients know when something is computer generated vs. personally created. H Sponsored Sites: s s s Top of Google Search s (just to mention a few that are the most popular search avenues for buyers)


Passion is the trigger of success. —Anonymous

Section IV: Your Target Markets and Using Your Website




YOUR MARKETING PLAN requires you to become the expert on real estate in defined local markets. This can be a subdivision, a neighborhood, a town or village, or a type of property. You will create web pages for these target markets and link them to your main web page.

Selecting Your Market Focus Choose four neighborhoods where you want to become known as the SAVVY Property Agent. The areas you choose should have at least 50 homes but no more than 150 homes. If you live in a small town and there are no subdivisions with 50 homes, then combine a couple of adjacent neighborhoods. It is very important that you have at least 50 homes since the purpose is to get your name out in the community. On page 76, you will find a Market Profitability Analysis worksheet to determine the profitability of an area.

Build Your Web Pages Now you will build a website for each of the subdivisions or neighborhoods you have chosen to target. You will need the following items to complete this Facebook page: s CCR’s for the subdivision s Average price per square foot that homes are selling for s Average Days on Market s List-to-sell difference in a percentage breakdown s Absorption rates (your broker can help with this) s Invitation to join the mailing list s Link for s Link for Neighborhood Events s Link to your current listings

Continue Step 12 Õ 43

SAVVY Real Estate Tactics

Keep in mind when creating this site that the information can be viewed by anyone using the site, so DO NOT insert confidential information.

Announce Your New Facebook Page When the site is complete, send an announcement letter out to each resident of the neighborhood/location.

Maintaining Your Website and Facebook Pages Assign someone to maintain your website weekly if you are getting too busy. A high school or college student or one of your children should be able to handle the job and will be easy on your budget H.



1. M  ake 20 calls to someone new in your database. 2. S  end out a follow-up card to each person you connected with. 3. Send a card welcoming any new person you might have added to your database.



Passion is in all great searches and is necessary to all creative endeavors. —Eugene W. Smith

Section IV: Your Target Markets and Using Your Website


Jot down some ideas lllll ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ 45

SAVVY Real Estate Tactics



Steps to complete in this section


Step 13: Outreach to Civic Organizations Step 14: Developing Local Business Contacts Step 15: Print Media Outreach Step 16: Broadcast Media Outreach Step 17: SAVVY New Business Development Step 18: Attracting New Business: Rental Properties Step 19: Subdivision Event Planning Step 20: Client Appreciation Success Step 21: Scheduling Vacation, Vacation, Vacation 46

Section V: SAVVY Outreach

SECTION SUMMARY SAVVY PROPERTY AGENTS continually discover unique ways to keep their name in front of prospects. SAVVY Property Agents have a unique opportunity to give buyers and sellers valuable information in a custom book. The books are unique because your name is on the front cover. Readers assume that you are the author, making you an expert head and shoulders above the rest. By now, you have read your SAVVY books and are very familiar with the do’s and don’ts of SAVVY buying and selling. In this section, we explore SAVVY ways to expand your market visibility. In this section, you will learn how to: s Use the SAVVY outreach process s Use SAVVY books as your calling card with prospects s Introduce yourself to developers s Apply my secrets of successful press releases s Successfully place articles in print media s Use impeccable SAVVY follow-up techniques


SAVVY Real Estate Tactics




Civic organizations are always looking for new members for their organization, expert speakers for their meetings, and people who support their cause. Do your research and decide which organizations interest you and align with your values. Contact these organizations by making a phone call to one of the directors and ask them, “how can I help you?” Your interest in their cause will also stimulate their interest in your business. Joining these organizations will give you the opportunities to work with people within the organization. You will meet new people, often business leaders in the community. These organizations often need speakers and presentations for their meetings. The list below includes some of the most common civic organizations. s American Legion s Chamber of Commerce s Lions Club s Rotary Club s Jaycees s Garden Club s Downtown Development Authority s Humane Society s Kiwanis s Pilot Club of America


Section V: SAVVY Outreach

Reaching Out to Civic Organizations 1. Pick from the list of Civic Organizations list from the previous page or choose one of your own. Make some phone calls and find out who is the program chairman. 2. Send them a letter offering to speak about a topic of interest to them related to real estate at an upcoming meeting. This is very important in continuing to establish you as a SAVVY Property Agent. You will find a copy of the letter on page 73. There is also a list of possible topics that you can use for your talk. 3. W  ait two days and follow-up with a call regarding the letter you sent offering to speak at a future meeting. Be willing to fill in on short notice if a scheduled person cancels, but expect to be offered a time a few months in the future. 4. P  ractice your speech in front of your spouse or children. Get their feedback and make the necessary adjustments. Remember, you are the SAVVY Property Agent and you will do great as long as you’re prepared. It’s okay for you to work from notes. H



1. M  ake 20 calls to someone new in your database. 2. S  end out a follow-up card to each person you connected with. 3. Send a card welcoming any new person you might have added to your database. 49

SAVVY Real Estate Tactics




BY THIS TIME, your database will be filled with people who own or manage businesses within the community. The key to partnering with businesses is to ask the question, “How can I help you promote your business?” Below are two examples of reaching out to businesses.

Reaching Out to Local Businesses Choose only one or two local businesses for now as you can always increase the list as you go along. Example 1: I work with a non-profit organization and I organize fund raising events. During these events, I meet new people in the community so I’ve found it to be a great source for finding new clients as well as keeping my name in the community as their SAVVY Property Agent. It’s a win for the non-profit organization as they receive the recognition in the community and receive all the profits from the event. Example 2: I have clients that own a restaurant chain. They recently remodeled several of their establishments, so I arranged to have a client appreciation party at the remodeled locations. This was advertised in the newspaper and each person in my database was invited. The cost was minimal and they were overjoyed to have the additional business and exposure.

TIP: Be prepared in advance as the planning of these events can take several weeks, but I have found them to be very valuable.

Plan to Contact Some Businesses You might already know some local business owners. If so, they are your warmest market to contact. Write in some prospects that come to mind: 1. ______________________________________________________________________ 2. ______________________________________________________________________ 3. ______________________________________________________________________ 50

Section V: SAVVY Outreach

Creating A Referral File A simple way to keep your name top-of-mind with businesses in your community who are in a position to refer clients to you is to create a referral notebook that you give to your clients. This can be a business card holder which you can find at any office supply store, or you can copy business cards onto paper and have a simple booklet made at the local copy or print shop. You can also add a link to them on your website. Make sure you let these businesses know that you value their referrals, and that you are advertising and promoting their services within the community. Don’t forget to always acknowledge anyone who sends you a referral with a small gift. Gift ideas include coffee certificates, car wash tokens, movie tickets, and gift cards.

Co-Marketing Opportunities Be sure to offer business that you are promoting a link from your neighborhood Facebooks page. They will appreciate the exposure and be even more motivated to promote you and your business. H



1. M  ake 20 calls to someone new in your database. 2. S  end out a follow-up card to each person you connected with. 3. Send a card welcoming any new person you might have added to your database. 4. R  econnect with the businesses you sent books to. You might consider bringing a small gift. These follow-up activities should be habits by now. Change the text a little to be creative. Be sure you regularly ask your contacts if they know anyone who is planning on buying or selling a home!

SAVVY Real Estate Tactics




SAVVY PROPERTY AGENTS have the opportunity to share their expertise with daily newspapers as well as many local weekly newspapers and monthly special interest magazines. Most local print media accept original content for their publication. Don’t worry about having to write articles. Use information and facts from your SAVVY books.

Print Media Examples s Daily Newspapers s Weekly Newspapers s Utility Company monthly/quarterly magazines s Credit Union Newsletters s Special Interest publications (parents, retirees, sports, tourism)

Local Print Media The next time you exit a supermarket or coffee shop, collect a sample copy of each publication that is in a covered stand. Look at the publisher information, usually somewhere near the front, and write down pertinent contact information. 1. ______________________________________________________________________ 2. ______________________________________________________________________ 3. ______________________________________________________________________

Reaching the Print Media 1. Send a letter to your local print publications and offer to write a monthly article about real estate. There are some examples of articles in Step 10.


Section V: SAVVY Outreach

2. Include an example of one of the articles with your letter. 3. S  end a follow-up card to the contacts at the newspaper. The note reads as follows: Example: Thank you for your interest in my offer to write articles about real estate to educate our community. I look forward to establishing an ongoing relationship with your newspaper and value my connection with such a prestigious business. 4. C  all 20 people in your database and let them know that some of your SAVVY articles are being submitted to the local newspaper. Offer to send them an advance copy of one of them and invite feedback. 5. Follow-up with a note card to each person you connected with during the calls. 6. Attach a link in your website and Facebook pages to the articles. Example: It was wonderful talking with you today. Here is the article we talked about. I look forward to building a great relationship. With my SAVVY Client Appreciation Program, I know we will be seeing each other many times throughout the year. Remember, the greatest compliment is your referring business to me. I’m never too busy to reinforce the trust you have placed in me. H

Far better is it to dare mighty things, to win glorious triumphs, even though checkered by failure... than to rank with those poor spirits who neither enjoy nor suffer much, because they live in a gray twilight that knows not victory nor defeat. —Theodore Roosevelt


SAVVY Real Estate Tactics




SAVVY PROPERTY AGENTS have the opportunity to share their expertise with local radio and TV. Reaching out to the broadcast media now has become much easier since you are already positioning yourself as the expert in real estate for your com­munity through the articles you are submitting to the local newspapers. Most broadcast media (radio and TV) are only interested in short segments of audio and or video.

Broadcast Media Examples s Local access cable s Morning and noon lifestyle TV show s Drive time radio Business news shows Internet radio and pod casts s YouTube Media

Discovering Local Broadcast Media Call each of the local radio stations and speak with the program director or their assistant to determine their area demographics. You don’t want to target teenage markets that won’t be buying or selling homes in the near future. After you are experienced with being interviewed on radio, use the same strategy for television. Write down pertinent radio contact information. 1. ______________________________________________________________________ 2. ______________________________________________________________________ 3. ______________________________________________________________________

Broadcast Media Outreach Send a letter to your local radio and television stations. Direct the letter to the program manager stating that you would like to appear on a local talk show as a real estate expert. As an enticement, link to your SAVVY books to give away to listeners/viewers (very popular on radio talk shows. You will also find many short sound bites (facts, do’s and don’ts) in the books. 54

Section V: SAVVY Outreach

If you have already had an article or two published in local print media, even if it’s someone’s newsletter, be sure to include a copy with your letter. When you are on a talk show, position yourself as the local “go-to” expert on your selected target market. Offer to answer people’s questions if they call you, no obligation. Encourage them to visit your website (and capture their names for your database) where they will find a wealth of free information. Offer your books as a premium to listeners/viewers who meet with you regarding their real estate needs. After you appear on a show, be sure to send a follow-up card to the producer and host of the show. Thank you for the wonderful opportunity to educate our community about real estate and current market conditions. I look forward to an ongoing relationship with your show and value my connection to such a prestigious business.

You Tube Outreach No less than weekly you need to post to your new YouTube Channel short videos regarding your market, market trends, or community events. Each time you post to YouTube remember to place a link in your website, and Neighborhood Facebook pages. These videos should be short but informative. Use your iPhone or Android phone to shoot the video. You want to give the impression that you just heard something and want to get it out immediately. I shoot videos in homes, on the spot, my car… wherever. DON’T sit static in front of a palm tree and turn into a talking head. It is boring! H

DISCOVER YOUTUBE MEDIA YouTube Company Statistics


Total number of people who use YouTube


Hours of video uploaded to YouTube every minute

300 hours

Conventional Number of videos viewed on YouTube every day


Number of unique visits to YouTube every month



SAVVY Real Estate Tactics




THERE ARE MANY WAYS that a SAVVY Property Agent can attract new business by offering a free link to your SAVVY Books to FSBOs, renters, newlyweds, new births, out-of-town transfers are just a few of the many opportunities that can be explored.

Who’s in the Market for a House? Generate a list of great people by groups to make contact with and a send a letter to each group of people. I would suggest that you only add one group a week so that you do not get overwhelmed. Remember, it’s consistency of contact and visibility that will establish you as their SAVVY Property Agent. Examples to target might be renters and newlyweds, or you could partner or co-partner with companies when they have new hires or businesses that put on seminars.

Attracting New Business: FSBOs As you drive through your target areas, keep your eyes peeled for FSBOs. Some REALTORs refuse to deal with FSBOs, but that’s like walking away from thousands of dollars on the sidewalk. Start a list in your database, and enter the date they first put up a sign. Keep track of how long they’ve been on the market, their asking price, and do some research as if you were going to make a listing presentation to them. Call 10 FSBOs in your target market that you would like to have as a listing, or that you’d show to a buyer. Offer them a copy of your Secrets of the SAVVY Seller book as a free gift. If they read it, they will learn why being a FSBO is not such a great idea... like the legal risk they are taking, and the fact that FSBOs sell for A LOT LESS than homes listed by a REALTOR.

“ 56

You are your own most important resource for making your life work. Life rewards action. Until your knowledge, awareness, insights, and understandings are translated into action, they are of no value. —Phillip McGraw

Section V: SAVVY Outreach

Don’t mention anything about listing; you want them to accept the book as a gift to help them have a “stress free” selling experience. When you call them next week, ask them if they have any questions. By week three, you can begin to talk about the advantages for listing with you. The reason for only 10 FSBO’s at a time is you will need to keep in contact with them at least once weekly until they list with you. If a home sells without them retaining you to list their home, pick another FSBO to take their place. Keep up this process as a matter of habit, always having 10 FSBOs you are cultivating, and watch your business grow. H


Jot down some thoughts lllll ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ 57

SAVVY Real Estate Tactics



ATTRACTING NEW BUSINESS: RENTAL PROPERTIES OVERVIEW RENTERS OFTEN DON’T KNOW they can afford or qualify for a mortgage on a house. This is a place to showcase your expertise.

1. Select one or two high end apartment buildings {depending upon size) and talk to the manager about scheduling a home ownership seminar. 2. Collaborate with business contacts in your database such as lenders, financial planners, insurance agents, real estate attorneys and home inspectors. The lender you select should specialize in first time home buyers. 3. C  reate a composite picture with your lender of the type of home a typical renter can afford at current interest rates and home prices, considering tax savings. 4. B  e sure that you, as the SAVVY Property Agent have a book of potential homes, condos or townhouses that fit this price description that you can hand out to people who attend this seminar. 5. Create a panel session forum where each person on the panel gives information to the audience. 6. G  ive away a door prize {something significant) so you will capture contact information for each person who attends on their drawing ticket. Have the drawing at the conclusion of the event and winners must be present to win. 7. G  ive the link to one of your customized SAVVY Buyer books to every attendee. 8. P  ublicize the event with a flyer posted in the lobby and by sending a post card to every unit in the complex. Provide food and drinks, and a book for every attendee. 9. F  ollow-up with a hand-written, stamped thank you card to each attendee the next day H.


Ideals are like stars: you will not succeed in touching them with your hands, but like the seafaring man on the ocean desert of waters, you choose them as your guides, and following them, you reach your destiny. —Carl Schurz

Section V: SAVVY Outreach



1. M  ake 20 calls to someone new in your database. 2. S  end out a follow-up card to each person you connected with. 3. Send a card welcoming any new person you might have added to your database. 4. It’s time to send out your newsletter to each person in your database.


Jot down some thoughts lllll ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ 59

SAVVY Real Estate Tactics



SUBDIVISION EVENT PLANNINNG Overview SAVVY PROPERTY AGENTS take actions that continually reinforce that they are the subdivision expert. One way of doing this is by giving parties, scheduling events or sponsoring activities.

Event Planning with A Purpose 1. Your goal is to maintain a visible presence within the subdivisions you have targeted (up to four subdivisions or neighborhoods.) 2. Plan one event each month so you have 2-3 events in each area during the year. 3. Always remember to include children and pets when planning your event. 4. D  on’t stop this outreach activity if you get busy as your business expands. Hire an event planner to do the work, and enjoy being the host or hostess to this community! At every event planned, you need to have a drawing for a nice prize. On the entry form, participants will enter their name, phone number and email address which you can later check against your database for updates and adding new people. Here is a list of ideas for fun events: s Neighborhood cleanup weekend s Neighborhood garage sale s House decorating contest at the holidays s Flower planting Day s Neighborhood BBQ s Sprinkler blowout weekend s Fourth of July Party s Neighborhood Halloween Party s National Neighborhood Appreciation Night (First Saturday in August) 60

Section V: SAVVY Outreach

1. You will need to get a large banner made saying “Sponsored by (your name/ agency)”. Include contact info such as your phone number and website URL. Arrange to hang this in a location with the most traffic visibility. 2. Make sure during each activity you make an appearance. It doesn’t do much good if they can’t put a face with your name. This is an awesome time to build relationships. 3. Y  ou will pick up the tab and make sure everyone has the items needed to perform the task. Costs can include dumpster, garage sale signs, ads in the newspaper and online giving details of the event, gifts for the best decorated homes, food for BBQ along with the grills to cook on, flowers to plant and so on. 4. If you sponsor a garage sale, remember to visit each home and purchase something. 5. Don’t forget the children during block parties. Have activities planned especially for them. Believe me, the parents will love you and the children will talk about you!

TIP: H  ave fun with this activity! The more fun for everyone, the better people will remember you when they are ready to sell their home.

Harvesting Your Database Call 20 people in your database as follow-up to them receiving the newsletter you sent last week. Use the following script as a guide: I only have a minute before my next client arrives but I wanted to follow-up and make sure you received your copy of my newsletter. You know that I’m always working at improving the quality of my business so if you have any ideas I would love to hear them. Remember, the greatest compliment is your referring business to me. I’m never too busy to reinforce the trust you have placed in me.

Continue Step 19 Õ

Life is what happens while you are busy making other plans. –John Lennon


SAVVY Real Estate Tactics

Send Out Your Note Cards Send out your note cards to each person you connected with at the event you sponsored. The note could read as follows: It was wonderful talking with you today. I look forward to building a great relationship. With my SAVVY Client Appreciation Program, I know we will be seeing each other many times throughout the year. Remember, the greatest compliment is your referring business to me. I’m never too busy to reinforce the trust you have placed in me.

Send Out Thank You Cards Send out a Thank You card to each business or person that allowed you to share your SAVVY books through their establishment. The note could read as follows: Thank you for allowing me the opportunity to connect with your clients. As your SAVVY Property Agent, I want to reach as many individuals and make them aware of how I do business. Enclosed, I have included a gift certificate to show my gratitude. I look forward to seeing you in the future. Remember, the greatest compliment I can receive is your referral. I’m never too busy to reinforce the trust you have placed in me. H.



1. M  ake 20 calls to someone new in your database. Use one of the scripts from previous weeks. 2. F  ollow-up with a card to everyone you connected with during the calls. 3. Send out a card welcoming any new person you might have added to your database. 62

Section V: SAVVY Outreach




JUST LIKE YOU, clients love to be appreciated. As a SAVVY Property Agent, client appreciation is part of your marketing plan and a way to build loyalty. Your database consists of a few people who generate the bulk of your business, and a lot of people who send you business now and then. It’s time to separate the wheat from the chaff and appreciate all of your contacts appropriately.

Client Appreciation Event Planning First, review your database and identify the people who have been the best sources of referrals or sales. Generally, 20% of your list will generate your business. These people make up your Platinum group. The other 80% of your database typically accounts 20% of your business. These would be categorized as Gold or Silver depending on the amount of business they have generated for you or you expect them to generate in the near future. This is a good time to delete the dead weight. Remember, it isn’t how big your database is, it’s how good your database performs. Each one of these groups are important to your real estate business, but you may not want to spend as much money on a Gold or Silver as a Platinum. Send a handwritten, stamped invitation to your lists inviting them to the event designed for their group. H

Press on: Nothing in the world can take the place of perseverance. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts, Persistence and determination alone are omnipotent. —Calvin Coolidge


SAVVY Real Estate Tactics




YOU SHOULD HAVE A VERY GOOD handle on your business and the results should be appearing in the form of increased profits. It’s time for you to go to the calendar and block out your days off (vacations) for the remainder of the year. I’m not talking about the two days a week you should already be experiencing, but additional days away from your business. I have a rule: Every three months I take a week off and hire someone to cover my business. Taking vacations can sound like a very scary move. If I don’t take time away to recharge and relax, my business suffers. Each year I take more vacations and my commissions continue to increase. Remember, you run the business! Don’t let the business run you.

Vacation Vision Make a list of the places you dream about going on vacation and estimate how much it would cost. Writing things down make them happen! 1. ______________________________________________________________________ 2. ______________________________________________________________________ 3. ______________________________________________________________________

TIP: It costs money to keep training new agents. Keep in mind that your Team members need breaks so encourage them to plan ahead or you plan on giving them extended weekend get-a-ways as thank you gifts. Remember building a lasting team is important!

“ 64

Success in your real estate career is a matter of remembering to do the little things that allows your clients and prospects to get to know you, the more exposure they have to your name and your Real Estate SAVVY, the more your business will grow. —Cheryl Clemans

Section V: SAVVY Outreach

Blocking Time Off SAVVY agents truly relax on their vacations because they plan ahead and understand the importance of recharging. As preparation for each vacation, SAVVY agents arrange for another REALTOR to cover the ongoing stream of business that has been created by following the SAVVY recipe. Your colleague will handle any new listings that come in or buyers that need assistance and be available to answer questions. This works well as a buddy system where you do the same for them during their vacation. It’s not uncommon to pay an agent a percentage (often 25%) of the commission for any transaction that is finalized or listings taken while you are away. To have a TRUE vacation, don’t take your cell phone. Hotels generally have a media center so you can check your email if you really feel the need. A SAVVY agent notifies everyone in their database of their upcoming vacation, usually three weeks ahead of time. This advance notice often stimulates clients who are considering listing their home to contact you before your vacation. This step could save you thousands of dollars in shared commission with the agent who will be watching your business while you are away.

TIP: W  hile you are on vacation, make sure you have someone carry on these very important activities. They are the reason you are able to take a vacation! H



1. Make 20 calls to someone new in your database. 2. Send out the follow-up cards to each person you connected with. 3. Send out a card welcoming any new person you might have added to your database. 4. Reconnect with the business you sent books to, 65

SAVVY Real Estate Tactics

SECTION VI: SAVVY RESOURCES EXPANDING YOUR SAVVY SUCCESSES Overview CONGRATULATIONS. By this time, you should be active in your community, have held a couple of events, and have some homes already closed or in closing.

Books I’ve provided a list of my favorite books and tapes that continually inspire me. s Tiger Traits, by Nate Booth s The Zahir, by Paulo Coelho s The Alchemist, by Paulo Coelho s Learn to Meditate, by David Fontana s E-Listing and E-Selling Secrets, by Terri Murphy s Toxic Success: How to Stop Striving and Start Thriving, by Paul Pearsall, Ph.D. s Rich Dad’s Series, by Robert T. Kiyosaki s T rump Strategies for Real Estate: Billionaire Lessons for the Small Investor, by George H. Ross and Donald J. Trump sS  ecrets of the Millionaire Mind: Mastering the Inner Game of Wealth, by T. Harv Eker s Think and Grow Rich, by Napoleon Hill sS  tart with Why: How Great Leaders Inspire Everyone to Take Action, by Simon Sinek


Section VI: SAVVY Resources

s L eaders Eat Last: Why Some Teams Pull Together and Others Don’t, by Simon Sinek sGetting to Yes: Negotiating Agreement Without Giving In, by Roger Fisher and William L. Ury s The Seven Levels of Communication, by Michael J. Maher

Magazines s Success s Entrepreneur

Audio Books and CDs sThe Dale Carnegie Leadership Mastery Course: How to Challenge Yourself and Others To Greatness, by Dale Carnegie s Principle-Centered Leadership, by Stephen R. Covey s The Secrets of the Power of Intention, by Dr. Wayne W. Dyer sH  ow to Get What You Really, Really, Really, Really Want, by Dr. Wayne W. Dyer and Deepak Chopra M.D. s 10 Secrets for Success and Inner Peace, by Dr. Wayne W. Dyer s Improve Your Life Using the Wisdom of Ages, by Dr. Wayne W. Dyer s T he One Minute Millionaire: The Enlightened Way to Wealth, by Mark Victor Hansen and Robert G. Allen s The Greatest Salesman in the World, by Og Mandino s T hink Like a Billionaire: Everything You Need to Know About Success, Real Estate, and Life, by Donald J. Trump and Meredith McIver s Awaken the Giant Within: How to Take Immediate Control of Your Mental, Emotional, Physical and Financial Destiny, by Tony Robbins sC  hange Your Thoughts—Change Your Life: Living the Wisdom of the Tao, by Dr. Wayne W. Dyer s All Success CDs that are included with the magazine subscription


SAVVY Real Estate Tactics

TIP: E ach day more and more books, tapes, podcasts and CDs become available. My suggestion would be when you are feeling like you need a small dose of inspiration, have a CD or podcast available in your car to listen to. I also generally listen to a power CD or podcast before going out on a listing appointment. When I walk into the meeting, I’m on fire and the energy seems to pass on to the clients. I rarely don’t get a listing that I really want. Also, don’t ever be afraid to turn a listing down! Remember, it’s your money and interest you are giving away. If you think they want to price the home too high— walk away. Oftentimes in a few months, they’re right back at your door with their hands out. H


Jot down some of your favorite titles lllll ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________

“ 68

Formal education will make you a living; selfeducation will make you a fortune. —Jim Rohn It’s fun to set goals, and then reset them. —Bonnie Blair

Section VI: SAVVY Resources

SWOT SHEET Take a sheet of paper and divide it into four equal squares. Label each square with the titles: Strengths, Weaknesses, Opportunities, Threats. This method will allow you to see the results from each box side-by-side and allow you to evaluate better yourself.



What do I do well?

What can I improve on?

What unique resources do I possess?

Do I have fewer resources than others?

What do others see as my strengths?

What are others seeing as my weaknesses?

What am I not utilizing?

What strength could I add to remove the weaknesses?



What opportunities do I have open to me?

What trends could harm me?

Are there trends I could take advantage of? How can I turn my strengths into opportunities? Is there an opening in the market that I could capitalize on?

What is my competition doing? What threats do your weaknesses expose? Are there opportunities that could offset the threats?


SAVVY Real Estate Tactics

MID-YEAR REVIEW ANALYSIS Today’s Date: ________________________________ Review Period: ____________ to _______________ Rate yourself on the following areas. Be honest! This is for your benefit. Rating Scale: 5 Excellent | 4 Good | 3 Average | 2 Fair | 1 Poor | 0 Failed Discipline Ratings: Assign yourself a rating of 1-5 in the following areas: _____ 1. Actively prospected daily _____ 2. Completes daily follow-ups _____ 3. Meets client expectations _____ 4. Utilizes scripts and roleplay _____ 5. Consistently works on self-improvement (books, training) _____ 6. Contacts 5 sphere contacts daily _____ 7. Tracks production _____ 8. Knows sales conversion ratios _____ 9. Evaluates and understands marketing lead source percentages _____ 10. Possesses a never give up attitude _____ 11. Perseveres well through trials, tribulations and challenges _____ 12. Sees opportunity in problems _____ 13. Projects a high level of confidence _____ 14. Do you have a high level of self-confidence? _____ 15. Do you have a high level of confidence in your business? _____ 16. Sets up systems and ways to overcome objections with team members _____ Rating Total


Section VI: SAVVY Resources

Ranking Results 70–80: Flourishing Rock Star 45–69: Surviving 25–44: Sabotage 10–24: Static 0–9: Sinking Ship; Bail Out Review Your Results 1. # of Closed Transactions: _________________________ 2. # of Listings Sold: _______________________________ 3. # of Buyer Sales: ________________________________ 4. Volume in Dollars Closed: ________________________ 5. # of Listings Sold: _______________________________ 6. # of Buyer Sales: ________________________________ 7: Total Income Earned: ____________________________ 8. GCI: ___________________________________________ 9. Net Earnings: ___________________________________ Review Your Accomplishments 1. Days worked: ____________________________________ 2. Hours Lead Generating: __________________________ 3. Contacts Made: _________________________________ 4. # of Listing Appointments: _______________________ 5. # Listings Taken: _________________________________ 6. # Listings Sold: __________________________________ 7. # Canceled Listings: _____________________________ 71

SAVVY Real Estate Tactics

8. # of Buyers Working: ____________________________ 9. # of Buyer Offers Pending: _______________________ 10. # of Buyer Offers Closed: _______________________ 11. # of Buyers that Fell Through: ____________________ Ratios 1. List to Sale Price %: ______________________________ 2. Average DOM: _________________________________ 3. My listing ratio to appointments: _________________ 4. % of Listings Sold in Office: ______________________ 5. % of Listings Sold Out of Office: _________________ 6. % of Buyer Sales: _______________________________ 7. Average Homes Shown to Buyers: ________________ 8. Average Days Working with Buyers: ______________ Where is Your Business Coming From? Give percentages based on your sales from the last six months: 1. Your Website: ___________________________________ 2. Direct Mail: ____________________________________ 3. Social Media: ___________________________________ 4. Open Houses: __________________________________ 5. General Internet Search: ________________________ 6. Yard Signs: _____________________________________ 7. Board of Directors Referral: _____________________ 8. Civic Groups: __________________________________ 9. Mixers/Networking Group: ______________________ 10. Other: ________________________________________ 72

Section VI: SAVVY Resources

SAMPLE LETTER OFFERING TO SPEAK AT A CIVIC ORGANIZATION Dear, I’m always looking at ways to give back to our community. I would like to volunteer as a real estate professional and share outstanding knowledge on market trends, money saving tips when buying or selling a home to the members of your organization. I have prepared a 45-minute presentation which will include a question and answer session at the end of the presentation. My presentation will include How the market has done over the past 12 months Compare the last 6 months to the previous 6-month period Look at Days on Market and what that means to you Changes that have occurred and why How to price your home in today’s market Why is it a good time to buy I will also give each member attending the presentation, a link to my book “Secrets of the SAVVY Buyer,” or “Secrets of the SAVVY Seller”. These books are not available anywhere else. Both books have been endorsed by a Real Estate Attorney and Chairman Circle owners. Simply call me at (your number), and we’ll schedule a date and time. I will be available to go over the presentation prior to the speaking date at your convenience. I’m looking forward to hearing from you. Sincerely,


SAVVY Real Estate Tactics

HELPFUL HINTS FOR SPEAKING TO CIVIC ORGANIZATIONS Remember we are establishing you as the Savvy Property Agent in real estate for your community. Organizations you might consider include the following: s Rotary s Chamber of Commerce s Political Group s Women’s Group s Service Groups s Investment Groups When considering a group or organization remember to target the price point appropriate for the group members. This might require you to make slight changes to your presentation.

Civic Group Presentation Outline and Preparation Keep your talk around 45 minutes as a maximum. Here are some suggestions. s Short introduction of yourself. A little light humor at the beginning is always a great ice breaker. s Find out what projects they have been involved with and sincerely thank them for their involvement in the community. s Give them an update of the real estate market. Have some current stats ready that will most likely be news to them, for example, how many homes are listed right now, the average home price for the area, and the total homes sold to date for the year. s Compare the market this year to last year at this time s Talk a little about the major employers in the area and if they are driving the market in anyway (negative or positive). s Call a commercial broker and find out if they know of something that’s about to happen in the area. 74

Section VI: SAVVY Resources

s If you are in an area where land is being annexed into the city, then find out from the city planner in charge of the project what the time frames are and talk a little about any concerns the planner maybe having. s Wrap up with how you do business and share links to the books. s A sk if anyone would like to be included in your Client Appreciation Program and find an EASY way to get their contact information. s Leave a few minutes for questions (5–10 minutes) s Thank them for allowing you to speak to their organization and state that you would appreciate any business they may send your way.


Jot down some ideas for your presentation lllll ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ 75

SAVVY Real Estate Tactics



1. Size of Market Area (# Homes)


2. Number of Homes Currently for Sale


3. Average SOLD Price of Area 4. Average Time to Sell (days) 5. Calculate Annual Homes Sold Multiple: (360 ∕ #4) 6. Calculate Est #Homes Sold in Year (#2 x #5) 7. Calculate % of Total Market Sold in Year (#6 ∕ #1) 8. Activity is Increasing/ Decreasing from Previous Year

$145,000 107 3.36






9. Calculate: Annual Revenue Potential of Market (#3 x #6)


10. Ave. Agent Commission for Area (w/co-broker)


11. Gross Commission Potential of Mkt (#9 x #10)



Section VI: SAVVY Resources

YOUR EARNINGS POTENTIAL OF MARKET Enter 12. # of Agents in Market for Past Year 13. Ave. # Transactions per Agent per Year (#6 ∕ #12) 14. Ave. Earnings Per Agent per Year (#11 ∕ #12)

Example 18 4.11


15. # of Dominant Agent(s) In Area (more than 15% of mkt)


16. YOUR Estimated Annual Home Volume


17. Calculate your projected earnings potential from market (#16 x [#3 x#10])



SAVVY Real Estate Tactics

ACKNOWLEDGMENTS I WANT TO THANK the following people who made writing this book possible. Without them it would have never been published: Crystal Sellers, my daughter and colleague, for her open and frank words of advice throughout my real estate career. Wendy Adkisson, who took a shot and invited me to join the top REALTORs worldwide. Sharon Dunlevy and Russ Kirk, who cared enough to give me words of encouragement when I didn’t know which way to turn all those years ago. For all my colleagues, especially Norma DuBois, who have allowed me to learn and grow in real estate and take away just a small part of their wisdom. My husband, Allan, who showed great patience and understanding during the building of my real estate career and all the hours spent at work. Linda Clemans, my mother-in-law, and Laura Gentry who applied their eagle eyes during our editing process. Maureen Stapp who added her expertise and knowledge to the chapter on lending. Paul Heatherman that reviewed and made necessary corrections in regards to keeping everything legal and accurate. For all my friends and family members that were my rally squad when I was feeling a bit overwhelmed. I couldn’t have done it without you!


Acknowledgments and Author Bio

ABOUT THE AUTHOR CHERYL CLEMANS IS A REAL ESTATE veteran selling homes, books and marketing materials to consumers and agents for more than 20 years. Cheryl created Savvy Library LLC, which publishes collateral for agents nationwide. With more than 20,000 books sold under Cheryl’s authorship, hundreds of successful business have been started thanks to her unique approach for starting a home-based business in the real estate market. Not only is she an entrepreneur, Cheryl is an author, coach and blogging personality, broadcasting her shows nationwide to millions of business-minded people daily. As a lifelong Central Oregonian, Cheryl has helped many in her community through her contributions, time and volunteering in various outreaches, charities and political arenas. Cheryl has won many awards through various mortgage campaigns and volunteers her time to further the importance of women’s rights in the marketplace. When investing in Cheryl’s “Savvy Real Estate Tactics”, you save hundreds of thousands of dollars in research and years of experience. Her vast knowledge is all wrapped up into easy-to-read books that teach you how to get into the real estate market with little cash and effort. From budgeting to licensing and profit-making, Cheryl’s tactics are a MUST HAVE.


Praise for SAVVY Real Estate Tactics “Wow… Thank you Cheryl. I have been trying to sell homes for two years in California and could not make a living. Your Savvy Tactics actually helped me turn a profit.” —Victor McMayon “We incorporated Savvy Tactics into our real estate coaching program. Cheryl’s books are a definite resource and add value to the sell.” —Dennis H. Medifan “We give Cheryl’s book in our name to our customers. It makes us look smart and professional while also giving our customers great information on what to know when purchasing a home.” —Tami Bender “We use Cheryl’s Savvy Tactics in our mortgage classes. Purchasing her books was a no-brainer and completely affordable.” —Tim Hillsboro

The SAVVY Real Estate Tactics Program SAVVY Real Estate Tactics is the training guide to a complete program for agents to connect with buyers and sellers. Cheryl Cleman’s valuable and allencompassing program includes the customizable agent books, Secrets of the SAVVY Buyer and Secrets of the SAVVY Seller. Quickly learn how to start your own home-based business with little effort and money using the SAVVY Real Estate Tactics Program.

Business for Real Estate Agents Savvy Library LLC is a resource tool for real estate agents and homeowners offering education, business out-of-the-box and other marketing materials for serious business minds.

Marketing for Real Estate Agents Savvy Library LLC provides marketing and resources for business entrepreneurs with access to 2.3 million real estate agents in the United States. Branding, books, websites, social media and email marketing all rolled up into one.

Highly practical advice for both sellers and buyers. Informative and helpful. This handbook will go far in preventing mishaps and misunderstandings that too often generate litigation. —Paul Heatherman, real estate attorney

Savvy Real Estate Tactics  
Savvy Real Estate Tactics