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Business Plan 2008/2009 Financial year

For Danny Grant, Diane Grant and Alon Beran


Top priority work goals this Year 1. Maintain No.1 in market share Willoughby 2. Focus on getting into the apartment market (2 sales per month) 3. Establish 5 new listings for Year start / 28 Feb Auctions 2009 4. 10.Complete success marketing off every sale 5. Establish KPIs competition between Alon and Danny 6. Get Alon up to a presentation level 7. Create new Vendor report 8. Tighten up ideal week to allow Diane to attend University 9. Maintain 100% client retention record 10. Implement system to penetrate immediate surrounding suburbs.

Top priority personal goals this Year 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21.

Danny weight loss goal of 10 Kilos Diane weight loss goal of 15 Kilos Alon to keep weight at 85 kilos Maintain healthy low carb, high protein diet Exercise minimum of 3 days per week Italy/Paris/ London trip Danny & Diane Dec 09 Alon to Travel to Ireland Jan 2010 Mini Break at end of each quarter for all EBU Grant Team Pty Ltd external business share buy in Establish another D&D Grant trust company Purchase Diane a new car by Dec 09


Identity Statement Our aim is to be known in the industry as a successful team because of our high level of skills and performance while maintaining a balanced lifestyle. Success for us will only be measured by our ability to reach our desired monetary target with more personal time created away from work. We want to be among the best in our industry by reputation, ability and balance, not by having the largest yearly commission. Our monetary targets are to fund our desired lifestyle and not to compare ourselves to others. We will continue to train and develop our skills to ensure we are as good as we can be to provide maximum service to our clients. We will continually adjust and update our business to provide a high level of service to anyone we come into contact with to ensure we maintain a large amount of referrals. We will maintain our honest, upfront approach to all our clients and be proud of our personality and background that allows us to remain true to ourselves. We want to keep increasing our personal market share in Willoughby and build on our status by creating a further distance between us and our competitors. We want to be known as high quality agents. Our aim is to only take on clients that will not compromise our standards and ensure each property is marketed in the way we feel it should be. Listing is not selling and carrying fewer clients at higher commissions that sell quickly will be our aim. We will protect our integrity by always ensuring we provide superior marketing and negotiating expertise in a friendly straight forward manner. We will never lose focus of what we are worth and ensure our fees for service remain at a consistently high level and never lower our value to match poor competitors. Our relationship and family will never be compromised by our work and we will ensure we maintain a healthy lifestyle with adequate personal time. Our balance of personal time with production of commission will be our measure for success.


Dialogue used in our business We will ensure we use the following dialogues in our business to maintain our service standards Weekly CMA calls: Good morning it’s Danny from McGrath Real Estate, how are you? I just wanted to let you know I am dropping off a new market report to most of your neighbours tomorrow and I was just wondering if it was ok is if I leave the same information at your door step too while I’m there! It has nothing to do with selling your home it’s just some information about the market that you might find interesting Is that ok? Price drive follow-up: “Hi is that Mrs Smith? Mrs Smith this is Danny From McGrath R/E, how are you. Mrs Smith I’m just giving you a quick call about a letter we sent you this week labeled the Willoughby price dve, did you receive it? We have now completed a report and I thought you might be interested in receiving a complimentary copy of the report” Open house callbacks: Hi Mrs Smith its Danny from McGrath R/e, we met at 5 Smith St Willoughby on the weekend, it was the 2 bed house on a large block. I just wanted to give you a quick call to see if you had any further interest in the home. Is there a price you would pay? Would you like me to keep you informed of other homes we have coming up in the area? In case I need to send you a brochure on a suitable home, where should I send it to? That’s a good spot, are you going to hang on to that one, or? I can’t do it today, but at some stage I’d like to offer you my opinion on the current market value to ensure you are budgeting on the right sale amount, would that be ok? Passive database calls: Hi Mrs Smith its Danny Grant from McGrath, how are you. We have spoken about the market in the past and been sending you market updates every few months and just wanted to male sure you are still happy to keep getting them…. Have you given any thoughts on making a move in the near future? If there is anything you need, feel free to give me a call. Hot prospects: Hi Mrs Smith its Danny from McGrath, how is your property search going. I noticed that there is a house in Stanley St for sale, have you seen that one yet? There was also a house just sold in Bent St that is comparable to yours, I thought you might be interested to see that it sold for $700,000. Just listed/sold calls: Hi is that Mrs Smith? Mrs Smith it’s Danny from McGrath, how are you? I’m just giving you a quick call to let you know that we have just listed/sold number 4 in your street? How do you think it compares to yours? We have appraised a few of your neighbours homes to give them an update on their value, would you like us to pop in and see your as well? Service area calls: Hi Is that Mrs Smith? Mrs Smth it’s Danny from McGrath, how are you? Mrs Smith I noticed that you are selling your home and I was wondering if you are looking to buy in the area as well, because I might have something that could suit you. Would you mind if I stayed in touch and kept you updated on others I have that come up? Fee Objection: Mr & Mrs Vendor – The industry standard in NSW for the best agent in the marketplace is 2.2 – 2.5%. Why do you think the other agents are charging 1.5%? Or. All the main agents in the area charge according to the outcomes they achieve for their clients. The worse the outcomes you achieve, the lower the commission an agent will charge. All the main agents in this area know what we charge, so why do you think they don’t match us? Because if we were all the same fee, you would then be left to only make your choice on skill and results. Do you want the most capable agent or the cheapest? You would be surprised how many satisfactory sales are in the area. It may mean you achieve $10,000 to $20,000 less in a sale price for a saving of $5,000 on commission, are you prepared to take that gamble? You all offer the same thing! ‘That is a good point but let me just explain the difference, If you were to get building quotes on your home, you would receive varied prices. There could even be a difference of $50,000 in the quotes. You may think that given all the builders are using the same quality of materials that you should go with the cheapest. However, it’s the way those materials are put together. It would be no use hiring a builder that puts your gutters on crooked or doesn’t render properly and it all falls apart 10 years late. We are the same, it’s how the sale is put together that makes the difference.


Statement of duties 1. Prepare CMA reports on for appraised p’ties Alon/ Diane 2. Managing majority of vendors Danny 3. Negotiating sales through to exchange Danny/Alon 4. Maintaining market monitor Diane 5. Prepare personal note drops around other listings Alon 6. Write thank you cards Alon/Diane 7. Anniversary calls Danny 8. Write xmas cards All 9. Conduct open houses All 10. Conduct listing presentations Danny/Alon 11. Conduct appraisals Danny/Alon 12. Scheduled tasks Alon/Danny 13. Buyer appointments Danny/Alon 14. Prepare business plan Danny 15. Prepare pre list kit and letter Diane 16. Just Sold calls Alon 17. Buyer servicing Alon/Danny 18. maintain service area Diane 19. Phone prospecting Alon 20. Prepare CMA reports Diane 21. Prospecting thank you notes Alon 22. Buyer entry into mars Danny/Alon 23. New residents letter Alon 24. Enter new contacts into system Alon 25. Database follow-up Alon 26. Hot prospect creative follow-up Danny/Alon 27. Control Grant team financials Diane 28. Deal with Solicitors to facilitate exchange and settlements 29. Produce Success marketing Diane 30. Produce Quarterly CMA mailouts to database Diane 31. Just listed and just sold prospecting letters Alon/ Diane 32. Internal financial paperwork for office Diane 33. Campaign management/ Marketing Diane 34. Secondary vendor management Alon 35. Secondary Buyer management Diane 36. Prepare Exchange gifts for buyers and sellers Diane 37. Prepare settlement packs for buyers and sellers Diane 38. Liaise with marketing for editorials and ad bookings Diane 39. Attend Grant Team meetings All 40. Grant Team training Danny

Diane


Grant team excellence standards Our image and reputation contributes massively to our business and we promise to adhere to the following 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14.

Ensure each property sold is sold with a high standard of marketing Call back every phone enquiry by the end of each day Arrive at each open house and buyer inspection at least 10 Minutes early Allow for 30 minutes between each open house to ensure we are not rushed Deliver a pre-list kit within 1 hour after each listing booked We will commit to leaving a buyer inspection slip after each inspection We will regularly train and update our skills to stay at our best We will make a big effort to keep positive and block negativity Will ensure that our car is kept clean each week We will ensure we are always immaculately presented We will be friendly and approachable at open houses and during callbacks We will not take on clients that are not in line with our standards Maintain our health through regular exercise and appropriate diet Stay positive and fresh and love our work so we can radiate success

Personal Development We will undertake the following to develop our skills 1. 2. 3. 4. 5.

Watch at least 1 motivational/training video per month Read at least 3 motivational books for the year Listen to at least 1 training audio each week Attend at least 3 training seminars for the year Practice listing presentation and adjust regularly


Prospecting Plan Aim Undertake all the following prospecting tasks to achieve $1,000,000 gross commission for the financial year 2008/09 Prospecting Tasks • • • • • • • • • • • • •

Database Follow –up Hot prospect prospecting plan Open houses/ callbacks Market monitor Just sold /listed Thank you cards Sponsorships McGrath Market report prospecting Nice home mailout Open house callbacks Buyer follow-up New buyer entry Personal notes around listings

Danny/Alon Danny/Alon Danny/Alon Diane Alon Alon Diane Alon Alon Danny/Alon Danny/Alon Danny/Alon Alon

Method Database contact Passive clients 10 points of contact to database (minimum) including: • 1 doordrop • 2 phone calls • 4 quarterly reports • 1 Christmas card • Additional letters about new listing we have listed or sold in the area • Phone call regarding new listing or sale if in suburb of their home Hot Prospects (Sell within 12mths client) • Weekly or Fortnightly contact if buying in area in next 3mths • Contact regarding other agents listings • 1 Willoughby report per year • 4 Quarterly reports

Alon Alon Diane All Diane Alon Danny/Alon Danny/Alon Alon Diane


Weekly Prospecting for new clients • Print & drop 2 streets per week for McGrath report • Phone 2 Streets from McGrath report • Open house Callbacks - approx 50 – 150 calls • Database follow up approx 100 tasks per week • Creative follow-up hot leads • Just Listed/Sold drop approx 30 per week • Thank you cards approx 20 cards per week • New residents approx 2-3 letters per week • A personal note drop around new listings 30 pw • Nice home drop 5 per week

Diane/Alon Alon Danny/Alon Alon Danny/Alon Alon Alon/Danny Alon Alon Alon

Monthly passive Prospecting • Personal promotion from sales • Editorials/ sales results • 500 New listing letters to Willoughby database • 500 Sold letters to Willoughby database • 2000 just listed drop to around new listings

Diane Diane Diane Diane Diane

Quarterly Cma’s to database in Willoughby CMAs to outer Willoughby Database

Diane Diane

6 Monthly Passive database calls

Alon/Danny

12 Monthly Christmas Cards Easter Eggs

All All

Buyers service Buyer entry into MARS (12 per week) Buyer follow-up

Alon/Danny Alon/Danny

Results • • • • •

10 new CMAs out per week 5 appraisals per week (minimum) 10 points of contact to passive database per year 20 points of contact for hot prospects per year Service area maintained 40% market share in our patch of Willoughby


Alon and Dannys KPC'S October Listings 120 calls & 30 cards CMA's Appraisals Oxygen leads Mars Buyers TOTAL

November A: D: A: D: A: D: A: D: A: D: A: D: A: D:

February Listings Exchanges CMA's Appraisals Oxygen leads Mars Buyers TOTAL

120 calls & 30 cards CMA's Appraisals Oxygen leads Mars Buyers TOTAL

Listings

A:

D:

Exchanges

A:

CMA's

A:

D:

A:

D:

D:

Listings 120 calls & 30 cards

D:

A:

A:

D:

A:

D:

CMA's

A:

D:

CMA's

A:

D:

Appraisals

A:

D:

Appraisals

A:

D:

Appraisals

A:

D:

Oxygen leads

A:

D:

Oxygen leads

A:

D:

Oxygen leads

A:

D:

Mars Buyers

A:

D:

Mars Buyers

A:

D:

Mars Buyers

A:

D:

TOTAL

A:

D:

TOTAL

A:

D:

TOTAL

A:

D:

April

May

Listings

A:

D:

Listings

A:

D:

Listings

A:

D:

Exchanges

A:

D:

Exchanges

A:

D:

Exchanges

A:

D:

CMA's

A:

D:

CMA's

A:

D:

CMA's

A:

D:

Appraisals

A:

D:

Appraisals

A:

D:

Appraisals

A:

D:

Oxygen leads

A:

D:

Oxygen leads

A:

D:

Oxygen leads

A:

D:

Mars Buyers

A:

D:

Mars Buyers

A:

D:

Mars Buyers

A:

D:

TOTAL

A:

D:

TOTAL

A:

D:

TOTAL

A:

D:

A:

D:

A:

D:

Scale A: D: A: D: A: D: A: D: A: D: A: D: A: D:

January

Listings 120 calls & 30 cards

March A: D: A: D: A: D: A: D: A: D: A: D: A: D:

June Listings

December

Listings

YEAR TOTAL 20

120 calls & 25 cards

5

Listings 120 calls & 30 cards

CMA's

1

CMA's

A:

D:

Appraisals

2

Appraisals

A:

D:

Oxygen leads

1

Oxygen leads

A:

D:

Mars Buyers

1

Mars Buyers

A:

D:

TOTAL

A:

D:


Appraisals 08/09 Date

Property

Suburb

Lead source

Hot/warm/cold

Agent


Appraisals 08/09 Date

Property

Suburb

Lead source

Hot/warm/cold

Agent


Conclusion Revised Plan from October 2008 to July 09 Based on a rate of $1.45 Million per year. $740,000 Commission left to exchange 37 sales per year (4 per month) at average of $27,000 commission per average sale property of $1.35m. Maintain $92,000 gross commission per month over 8 months. This will maintain a $650,000 profit to our business by July 2008. Auction weekends to sell on : Weekends to go

Results 37 Sales needed Exchanged

Exchanges to go

$1 Million Commission needed Exchanged

Exchanges to go

Commission listed Listed

Listings to go

Rewards and consequence Winner Highest point accumulation for KPC’s in month wins. Loser must buy Diane flowers on behalf of the winner and take team to lunch and send a bulk email out saying the other person is better than them. Also wear a sign to next company meeting stating the other person is better than them.


We agree to commit to this business plan 2008/09 as part of our life and will act as a major stepping stone in our future. This is a design for our ideal life that nobody can take away from us. If it’s to be it’s up to us.

……………………….. Danny Grant Diane Grant Alon Beran

……………… Date


GRANT TEAM MEETING AGENDA 1/

DISCUSS CURRENT STOCK Open house times Prices Advertising keen parties Exchanges to follow up Settlements this week Web or advertising changes

2/

PROSPECTING THIS WEEK

3/

NEW INITIATIVES/SUCCESS MARKETING

4/

AREA NEWS Market Monitor & new listings/sales

5/

Kpi’s FINANCIALS/GOALS Targets Rewards


Business plan- 2009 McGrath - Danny