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REVISED EDITION

Breakthrough to Mastery

An Agent’s Guide to Gaining Mind Over Market Becoming an Opportunity Warrior


An Agent’s Guide to Gaining Mind over Market

Gaining Mind Over Market Main Ideas 1. Perspective on the Market 2. Opportunity Mindset 3. Master Your Skills 4. Install Key Systems 5. Get in the Game

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Perspective on the Market 

How’s Your Market? » People always need to buy or sell » Markets always shift over time—cyclical nature » Change = opportunity

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Perspective on the Market (continued) 

The Law of Supply and Demand » Demand exceeds supply—high prices » Supply exceeds demand—low prices

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Perspective on the Market (continued)

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Perspective on the Market (continued) 

Other Factors Signal Market Change— Inventory Inventory as a Measure of the Market Sellers’ Market

Less than 5 months’ inventory

Balanced Market

5-7 months’ inventory

Buyers’ Market

More than 7 months’ inventory

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Perspective on the Market (continued) 

Other Factors—Affordability Index » Measure of financial ability to buy » Index of 100 = median income family can afford

median priced home » Higher index over 100 = greater affordability

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Perspective on the Market (continued) Affordability for Austin, TX Median income

$69,300

Median home price

$182,500

Mortgage amount (after 20% down)

$146,000

Required income (25% of $146,000)

$36,500

Affordability Index ($69,300/$36,500 X 100)

190

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Perspective on the Market (continued) 

Three Ways to Close the Affordability “Gap” » Lower home prices » Increased borrowing power (lower rates, more

options) » Increased income What factors can an agent control?

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Perspective on the Market (continued) 

What Impacts Affordability and Availability? Macro (National) factors

Economic growth Inflation Interest rates

Metro (City) factors

Population Employment Household income

Micro (Local) factors

Neighborhood dynamics Property conditions Home prices

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Perspective on the Market (continued) What’s Your Affordability Index? What’s the median income? What’s the median home price? What’s the affordability index?

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Perspective on the Market (continued) 

What Are Buyers and Sellers Thinking? » Role of media » Seller beliefs • Inflated sense of value • Can’t sell for what they need or want • Can sell “as is” without improvements • Marketing and open house will sell • Can’t afford payment = lose home to foreclosure

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Perspective on the Market (continued) 

What Are Buyers and Sellers Thinking? » Buyer beliefs • Values may continue to go down • Plenty of time to look and buy • Seller will take almost any offer • Wait for more homes to come on market • May not be able to get a loan • Great time to invest in real estate

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Opportunity Mindset 

Six Truths About Markets From When Markets Shift by Gary Keller » A paper written right after 9/11/2001 » Guidance still relevant in today’s environment

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Opportunity Mindset (continued) 1.

Markets Shift—It’s a Way of Life Markets are always in transition. » Myth: Market determines your success. » People buy and sell in all markets. » Down markets tend to have fewer great deals —and those that are, sell faster. »

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Opportunity Mindset (continued) 2.

Up Markets = Proactive and Reactive Lead Generation BUT, in down markets only proactive lead generation works!

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Opportunity Mindset (continued) 3.

Market Shift = New Strategies Required » » » » » »

Adopt opportunity mindset. Seek only motivated buyers and sellers. Price ahead of market—do not chase market. Make condition of listings stand out. Motivate buyers with sense of urgency. Qualify and convert leads quickly. Continued

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Opportunity Mindset (continued) 3.

Market Shift = New Strategies Required » » » » »

Catch and convert leads on the Web. Bulletproof your transactions all the way to closing. Find out where market is and get in it. Do more with less—expenses, services, people. Learn alternative financing options.

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Opportunity Mindset (continued) 4.

The Theory of Equilibrium Sellers’ market = agent count increase » Buyers’ market = agent count decrease » Big opportunity for those with stamina, skill, and adapted, improved business practices »

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Opportunity Mindset (continued) 5.

When Markets Shift Downward, Time to Reach Equilibrium Is Unknown Myth: Wait it out, it will be over soon. » Truth: Face the market, adapt as needed. »

• • •

Commitment Consistency Reduced expenses

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Opportunity Mindset (continued) 6.

In a Down Shift, It’s “All Hands On Deck” Time » » » » » »

Prospecting Converting to appointments and contracts Cost control Negotiation Transaction bulletproofing Customer service

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Opportunity Mindset (continued) 

Your Role as Opportunity Warrior » Have a plan and know what you should be

doing at all times. » Know your strengths, leverage them, and execute. » Delegate tasks you do less well.

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Opportunity Mindset (continued) 

Opportunity Warrior Affirmations » I’m an opportunist and this is an opportunity. » I’m a market maker and will create my own market in » » » » » »

these conditions. I’m able,ready, and willing. I’m a knowledgeable real estate consultant. I understand the big picture. I’m a professional guiding clients through the process. Sellers need me more than ever to get a sale. Buyers need me more than ever to get the best price. Page 24


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Opportunity Mindset (continued) 

Gain Market Share in a Slowing Market » Maintaining your volume = increasing your

share

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Opportunity Mindset (continued) 

Gain Volume in a Growing Market » Maintaining market share = increasing volume

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Master Your Skills 

Focus on the Basics 1. 2. 3. 4. 5. 6. 7. 8.

Assess and look for ways to improve Keep up your education Know the market Be a great communicator Lead generate 3 hours a day Consult sellers on pricing Motivate buyers to buy Convert leads to appointments Page 27


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Master Your Skills (continued) 

Assess Your Skills » Know your market » Prospect » Try new sources for leads » Know scripts » Make offers to generate responses » Have clear, concise USP

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Master Your Skills (continued) What improvement would benefit you the most?

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Master Your Skills (continued) 

Keep Up With Your Education » Be a lifelong learner. » Become a teacher, coach or mentor. » When you cut expenses, don’t cut education. » Use education to plug in and grow.

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Master Your Skills (continued) 

Be a Student of the Market » This is an everyday commitment. » Data is your friend—know where to find it. » Know both the national and local statistics—use

graphics to share what you know. » Know the best buys. » Know all homes’ statuses in proximity to your listings.

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Master Your Skills (continued) 

Be the Media—Become a Spokesperson, Speaker, and Resource » Write articles. » Speak at town meetings. » Speak to business, volunteer and other

organizations. » Put updated, insightful content on your website. » Start a blog.

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Master Your Skills (continued) What are your market numbers? Homes on market Homes sold Homes pending Expired listings Days on market Average list price Average sales price Pages 35-36


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Master Your Skills (continued) 

Be a Great Communicator » Seek first to understand—ask, listen, and

validate what your understanding is. » Study and practice scripts. » Leverage script knowledge through conversational skills. » Communicate with your clients faithfully, relieving their stress—and yours. Continued

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Master Your Skills (continued) 

Be a Great Communicator » Remessaging • Evaluate every message you are putting out. – Are your messages driving prospects to you?

• For sellers (time to sell, % of list price) • For buyers (best buys, foreclosures, free searches) • Use web domain names that attract an audience.

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Master Your Skills (continued) 

Talk Competently About Pricing with Sellers » Know the market facts. » Be truthful, then test their understanding of what

you’ve said. » Use the bottom line or net approach. » Let them vent their emotions—remain calm. » Discuss financing options that might be offered to buyers.

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Master Your Skills (continued) 

Motivate Buyers to Buy » Make offers that generate immediate response. » Understand and overcome fear with scripts. » Educate them about the opportunities.

Lead Generate 3 Hours a Day! » See Lead Generation 36:12:3 and An Agent’s

Guide to Upshifting Your Lead Generation.

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Install Key Systems 

Be Efficient and Effective! » Review everything you do with a critical eye. » Focus on your 20% activities. • See Lead Generation 36:12:3, Introduction: The Power of One.

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Install Key Systems 

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(continued)

Be Efficient and Effective! » Use tools from KWRI • eAgentC for your website • Contact Management System (ProManage) • Calendar tools • Task lists and checklists

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Install Key Systems (continued) 

Be Efficient and Effective! » Rethink how you use and work with people. » Restructure as needed. » Increase accountability. “Quit the wrong stuff. Stick with the right stuff. Have the guts to do one or the other.” Seth Godin, The Dip

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Install Key Systems (continued) 

Systematize Everything! » Lead Generation 36:12:3 describes “the 3 hour

habit”—do it! » Convert leads, follow up on everything. » Manage expenses, know all numbers, prioritize. » Leverage your people and a great vendor support team.

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Get in the Game!     

Commit and don’t quit. Lay your foundation for growth in improving markets. Have a game plan, and stick to it. Know your role, revamp it if necessary. Focus on dollar-productive activities.

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The Bottom Line 

Be an Opportunity Warrior—embrace the market. » » » »

Accept the Law of Supply and Demand. Understand and use local Affordability Index. Become the media. Master your skills (market, communication, lead generation, conversion).

Evaluate yourself on all challenges and build your action plan now! Page 53


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Productivity Boosters Send Market Snapshot—feature of ProManage/Top Producer—to prospects and customers  Track your lead generation efforts with ProManage.  Check out technology offerings from KW— eAgentC, etc. 

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My Action Plan Don’t put away this guide without developing a plan to put what you have learned into action!  Refer to the Action Plan in the back of your agent guide to assess your strengths and areas for improvement.  Write down steps you will take to improve your skills—complete it, share it, and commit to it! 

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An Agent’s Guide to Gaining Mind over Market

Breakthrough to Mastery Agent Guide series            

Gaining Mind over Market Upshifting Your Lead Generation Seller Pricing Strategies Seller Staging Strategies Lead Capture and Conversion Internet Lead Capture and Conversion Creating Urgency to Buy Bulletproofing Transactions Expense Management Effective People Leverage Short Sales, Foreclosures, and REOs Financing Solutions

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An Agent’s Guide to Gaining Mind over Market

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Mind Over Market  

This is a presentation about understanding your market

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