LEADERSHIP TOOLS FOR THE FUTURE PLAYBOOK
POWERED BY NURTURECLOUD
Welcome to the NurtureCloud Playbook, designed for Ray White business leaders who are keen to step into a new era of leadership that will transform their business. We have reimagined how real estate businesses can thrive off the back of adopting NurtureCloud, and this playbook serves as your guide to remain at the forefront of the industry, providing practical steps for a modern way of operating, underpinned by data-driven decision making.
Central to our approach is the recognition that appraisals are the most important metric in a real estate business. By prioritising appraisals and setting a target in line with your GCI ambitions, you take a driven approach to growth vs a lag approach where you look back on past performance and miss opportunities for proactive growth.
To streamline your week, we’ve organised the week into two cycles and themes that will guide your activities:
Cycle 1: Friday to Monday
Theme: Win Saturday - Saturday is “game day” for a real estate agent. By maximising our shopfronts (open homes) on a Saturday, we maximise the number of customers we meet, both buyers and sellers, and our opportunity to convert those into appraisals.
FRIDAY Drive traffic
MONDAY Callbacks and campaign reporting
CYCLE 1
WIN SATURDAY
SATURDAY Open homes
Cycle 2: Tuesday to Thursday
Theme: Customer Contact Hours - A real estate agent’s business is defined by the amount of time they spend in front of a customer, therefore focusing on customer contact hours during the week is pivotal to growth.
TUESDAY
CYCLE 2
CUSTOMER CONTACT HOURS
THURSDAY
WEDNESDAY
SUNDAY Open homes
Signalling
Leading change effectively requires more than just announcing new goals at a sales meeting - it involves actively signalling those changes in ways that resonate with your team and drive action.
You must consistently reinforce the direction of change through three key areas: visual, communication, and recognition. When all of these are in place, you create an environment where your team clearly understands what’s important, is consistently informed about progress, and is motivated to take action.
1. VISUAL
When your team steps into your office, they should be able to see what’s important to you.
Do you have clear visual cues that highlight what you’re driving?
For example, if your appraisal goal is 500 per month, is that on display for the team to see and contribute to?
The NurtureCloud live leaderboards are a great way to make activity transparent in real-time, and to create some healthy competitive tension.
You need to display two screens in a prominent position set up as follows:
• Continuously displaying the appraisal leaderboard for the week (Sat-Fri)
• Have the callback leaderboard in the first cycle (Sat-Mon) and the overview leaderboard in the second cycle (Tue-Fri)
This ensures what you value is visible for all to see, and motivates your team to align their efforts with your goals.
Regular, transparent communication is essential to reinforce the direction of change. As a leader, you should be communicating key priorities at every opportunity - whether in sales meetings, one-on-ones, or through written updates.
You must send a weekly recap every Monday night that outlines your goals for the week, to remind your team of the actions to focus on, and to recognise those who achieved set targets in the previous week. Click here for a template.
People are motivated by recognition, and as a leader, it’s important to reward the actions that align with the changes you’re driving. Focus on rewarding driven activities that lead to success, rather than lag indicators such as GCI. For example, reward the number of calls made, appraisals conducted, or open homes held - actions that actively contribute to moving the business forward.
You need to host awards on a monthly basis and budget $1,000 for rewards (such as car detailing, dinners at favorite restaurants, tank refills, or tickets to events like Connect).
You could even leverage the services of Concierge as an incentive to keep the call momentum going, by offering Concierge Dollars to invest back into the agents database.
Don’t underestimate the impact unexpected bonuses have on your team, to engage them, motivate them, and recognise their success in the right areas.
Pre playbook questions for business owners
1. What is your office market share ambition?
2. How many listings do you need to achieve that?
3. How many appraisals do you need to achieve that? (Listings x 6)
The gap between your current appraisals and target appraisals is the opportunity gap.
Appraisals
“Most agency’s financial ambitions are incompatible with their appraisal numbers”
Mark McLeod
NurtureCloud has shown us that appraisals are the engine that drive a real estate business. The current average appraisals conducted per agent per week is two, and the magic number is a minimum of five.
Appraisals can be generated through driving your existing team to conduct more, or recruiting new agents to add appraisal volumes to your business. If you don’t have enough staff to reach your goal, then recruitment needs to become a larger focus.
The appraisal leaderboard in NurtureCloud should be front and centre in your business to demonstrate that appraisals are the most important metric and to create competitive tension among your team to reach their minimum target (five) and personal/team goals.
We suggest displaying the leaderboard at:
• Sales meetings
• In your weekly performance report/recap
• On your digital screens 24/7
Win Saturday
Our market share across Australia and New Zealand is 15%, however imagine the market perception if we conduct 25% of the open homes? Open homes are our shop fronts - it’s where we have an opportunity to meet a large volume of customers from buyers, bidders, homeowners, pipeline sellers and ultimately, appraisals.
Consider the impact of a retail shop in Westfield not opening on a Saturday? It’s the most important day of the week and therefore we need to put Saturday on a pedestal.
Winning Saturday is more than just conducting more open homes, it’s about the experience we provide our customers before, during and after. Are we inviting the right parties? How do we show up on the day? What resources do we have to give out? Are we maximising the collection of data and conversion to our databases? What about appraisal opportunities? Have we followed everyone up? And what feedback reports have we provided our vendors?
In the pursuit to Win Saturday, we have outlined suggested roles for Principals, Operations and Sales to complete during Cycle 1 (Friday to Monday). This ensures all tasks from pre to post open home are covered, to not only provide our customers with great service, but to maximise the conversion of open home traffic into appraisal opportunities.
FRIDAY
Principal Operations Sales
• Ensure team drive traffic to open homes
• Calculate open home market share
• Provide list of agents with 5+ opens to Principal
• Call or SMS open home invite to:
◦ Buyers through buyer match
◦ Buyers through enquiries list on property
◦ Home owners through recent listings
• Consider adding a budget in your VPA campaign for Concierge to make these calls on your behalf, ensuring your vendors are serviced and maximum traffic is driven to their listing for every campaign.
• Prepare your open home kit including:
◦ Banners and directional signs
◦ Data collection notice
◦ Property brochure
◦ Floor plan
◦ Contract of sale
◦ Comparable sales
◦ Rates notice
◦ Rental appraisal
◦ School zones
◦ Local area information
◦ Open home booklet
◦ Buyers guide
◦ Market review document
◦ Agent profile
◦ Business cards
• Consider packing items to enhance presentation of home such as:
◦ Music
◦ Speaker
◦ Candle
◦ Fresh flowers
◦ Door mat
• Touch base with vendors pre open home
SATURDAY
Principal Operations Sales
• Lead game day meeting
• Report on market share of open homes
• Highlight/recognise agents with 5+ open homes
• Reiterate the importance of capturing full details of all attendees - identify purchasers, database, pipeline and appraisal opportunities
• Update NurtureCloud dashboard #1 in office to display callbacks completed
• Ensure NurtureCloud dashboard #2 in office is displaying appraisals logged
• Arrive early to set up
• Use QR code to collect attendee details
• Focus on collecting geodata/address if not already provided. Consider questions such as: “How well do you know the area?” or “Have you bought locally before?”
• Send post open home thank you SMS to attendees
• Update vendors post open home
• Commence first round of callbacks focusing on price feedback, offers, and conversion to database/appraisal
MONDAY
Principal Operations Sales
• Prepare weekly recap click here for suggested template
• Include updates on:
◦ Win Saturday (traffic vs last week, callbacks, vendor reports)
◦ Opens per agent
◦ Appraisals booked from Saturday
◦ Customer contact hours
◦ Calls/Appraisals
◦ Auctions
• Provide data for weekly recap and support Principal with preparing and sending the report
• Check all callbacks and campaign reports have been sent and provide update to Principal
• Cross check buyers added in the last 90 days with PriceFinder/id4me and attach properties (if not already attached). Click for AU or NZ instructions
• Ensure every attendee has been called back and feedback added to campaign reports
• If you don’t have capacity to make all of your callbacks, the Concierge team can assist with capturing feedback for your campaign report as well as obtaining new data and appraisal opportunities off the back of your open homes.
• Ensure all offers received have been added
• Ensure a property has been attached to every attendee that owns a home in your core area
• Prepare and send campaign report
Customer contact hours
Our top performers spend more time in front of customers. They win, simply because they speak to more people.
The average agent makes two hours of calls, conducts two appraisals and two open homes per week, meaning growth is inconceivable. Our data indicates the magic formula is a minimum of 5 - 5 hours of calls, 5 appraisals and 5 open homes per week.
Cycle 2 is all about increasing the percentage of time we spend in front of customers. Smart calls and targeted text messaging become a key focus with the ultimate goal being more appraisals.
Principal
• Lead sales meeting
• Conduct one-on-ones with sales team
TUESDAY - THURSDAY
Operations
• Update NurtureCloud dashboard in office to display calls and appraisals booked
• Ensure NurtureCloud dashboard #2 in office is displaying appraisals logged
• Continue with data cleaning steps. Click here for instructions
Sales
• Complete smart calls in line with goal (minimum 20 per day)
• Ensure propensity and hot stock calls are cleared every day
• If you don’t have capacity to make your smart or high propensity calls each day, Concierge can sub-in to make these calls on your behalf and will refer leads back to your NurtureCloud dashboard.
• Ensure growth tasks are completed for all new listings - click here for a list
• Send just listed/sold SMS as soon as agency agreement or contract is signed
