North Carolina 6-18-18

NORTH CAROLINA EDITION

7 Reasons Why Your Prospects Aren't TURNING INTO CLIENTS 3 TEAM BUILDING EXERCISES to Revitalize Momentum in the Office

COVER STORY

JAMES HUTSON

KEEPING IN TOUCH – How to Stay in Your Clients’ Lives for the Long Haul Tough Prospecting Environment Creates Need for NEW SOLUTIONS

NORTH CAROLINA EDITION

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JAMES HUTSON

CONTENTS 4) 7 REASONS WHY YOUR PROSPECTS AREN'T TURNING INTO CLIENTS

19) TOUGH PROSPECTING ENVIRONMENT CREATES NEED FOR NEW SOLUTIONS

13) KEEPING IN TOUCH – HOW TO STAY IN YOUR CLIENTS’ LIVES FOR THE LONG HAUL

22) 3 TEAM BUILDING EXERCISES TO REVITALIZE MOMENTUM IN THE OFFICE

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7 Reasons Why Your Prospects Aren’t Turning Into Clients Real estate experts suggest prospecting daily so that your sales pipeline never runs dry.

But sometimes all that effort doesn’t translate into results. If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.

1. You’re Too Slow The Association of Real Estate License Law Officials estimates that there are about 2 million active real estate licensees in the United States alone. Of course, not all these individuals are working in the same markets. Nonetheless, that

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If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.

means that realtors face a lot of competition. If you are slow to respond to messages from prospective clients, someone else is sure to beat you to it. As a rule of thumb, it’s best to return calls and emails within 24 hours.

If you’re too busy working with active clients to return the phone calls and emails of prospective clients, consider hiring a real estate assistant who can help take administrative or marketing tasks off your plate.

2. They Don’t Trust You There are different reasons why a client might not trust you, some of which overlap with others on this list. When a client asks you a question, do you answer it directly or do you sidestep it?

Do you have testimonials and reviews from happy clients publicly available? Do you have an online presence? Social proof of your skills and knowledge is key.

3. You Don’t Seem Knowledgeable Enough Is your client constantly coming to you with new listings or marketing ideas rather than the

other way around? Do they mention real estate and finance terms you’ve never heard of or ask you questions you’ve never thought to ask yourself? Every agent starts somewhere, but if this seems to be a pattern, it’s one clients will pick up on too.

Your clients want to know that you will add value to their home buying or selling experience, and part of that value is your expertise and passion.

4. You Have No Web Presence It’s not enough to be on Zillow or have a Facebook page. There are clients who don’t use these platforms, and at the end of the day, you don’t own the content or your access to it. Both platforms could suddenly go out of business and any following you’ve gained could be lost.

It doesn’t cost much to create and maintain a website today. If customization matters little to you, sometimes you can even get up and running for free. At the very least, it’s a good idea to invest in a domain name because yourwebsite. wordpress.com looks a lot less professional than yourwebsite.com.

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5. You Don’t Seem to Care When clients don’t think you care, it usually means they don’t feel like you are listening.

You may have systems, processes, and a proven marketing strategy. You may like to get right down to business, but to your client, this isn’t just business—it’s their life and their family’s livelihood.

When your client tells you what’s important to them, they want to make sure that you really hear them. Make sure your body language conveys that. Slow down. Shut your office door.

Make eye contact, nod your head, and pause before you speak so that they understand that you’ve put thought into your words—that they aren’t simply lines from a script.

6. You Use Too Much Jargon Remember that your clients don’t speak real estate. At most, they might buy or sell a home once every few years. They hired you to be their advocate and may even expect you to be a bit of a teacher too. Use layman’s terms so that your

client fully understands how the two of you will work together.

7. Your Target Audience Is Everyone Your clients are home buyers and sellers, yes, but who is your ideal client? Some specialties you might consider are college students and recent graduates, working professionals, military families, seniors, CEOs, or other high-profile clients.

As a newer agent, your target audience might be anyone who will hire you, but over time, you might find that you click more with certain clients, that their lifestyle is similar to yours, or that their goals align with your mission. Whatever the reason, marketing your business to this “ideal client” rather than every potential client will make selling your services easier.

Remember: It’s within your power to alleviate your client’s concerns, but understanding why your prospects aren’t turning into clients is a good start.

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JAMES HUTSON Top Agent Magazine

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Top Agent James Hutson serves at the head of his own imprint, Ninja Realty, serving from the beach communities on the coast to the mountain region of Western North Carolina.

JAMES HUTSON James Hutson entered the real estate business from humble beginnings. Growing up, he and his family often struggled to make ends meet, and he knew he needed to identify a path that would change his fortunes for the better. Just before graduating high school, he completed a research project on the real estate field, an endeavor that would soon inspire his own efforts. At nineteen, he took what he’d learned and decided to make a leap of faith— earning his license and learning the ropes first-hand. Ten years later, James has carved out a flourishing career driven by determination, personalized service, and innovative problem-solving skills.

Today, James serves at the head of his own imprint, Ninja Realty. There, he leads a team 8Copyright Top Agent Magazine

of nine agents and two administrative professionals, all lending their expertise to a swiftly growing venture. Together, they primarily serve North Carolina’s Research Triangle region, though James and his team prefer to follow wherever clients may lead—reaching the beach communities on the coast to the mountain region of Western North Carolina. Considering his approach to real estate, James cites hard work, a sunny outlook, and a never-say-die diligence as the foremost drivers of his success to date. “I have a go-getter’s positive attitude,” he explains. “I have a drive and a passion to make things happen. I believe in my clients and always give 110% as a result. I’m also good at working through challenging situations and making deals happen for people—that’s why I’ve been able to build loyalty among my clients.” In Top Agent Magazine

fact, an impressive 80% of James’ business is generated by repeat and referral clientele, a stirring testament to his staying power and track record.

As for listing properties, James recognizes the value of making a memorable first impression. “I view houses like people,” he explains.

“Each home has something special to offer, and it’s my job to capitalize on that.” To accomplish this, he ensures listings are primed for market through pristine presentations that Top Agent Magazine

include professional photography, 3D tours, and immersive write-ups. Then, he takes to social media and the leading online listing platforms to achieve high-ranking visibility among prospective buyers. Another value that James offers clients is his ability to rise to a challenge. Undaunted by the complexities of unconventional transactions, James has established a talent for creative problem-solving and sourcing solutions. “We really go to bat for our clients,” he explains. “Even in tough situations, I’m a great problem solver. I listen Copyright Top Agent Magazine9

and I genuinely do. Because of that, our clients value that personal touch and come back again. I’m a Realtor for life. We’re a very personal company and I view each of my clients as equal, no matter the price range or transaction type.”

to my clients’ needs and come up with a plan of action. Above all, clients remember that I stay in touch, they remember that I care— Copyright Top Agent Magazine Copyright 10

To give back to his hometown community, James shares his talents and industry insights through speaking engagements that inspire prospective Realtors and real estate professionals. “I Top Agent Magazine

like to share my story and help other people recognize the potential of real estate,� he says. Additionally, he recently founded Ninja Cares, a non-profit offshoot of Ninja Realty that will host quarterly community volunteer opportunities that bring people together for the greater good.

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Looking ahead, James has plans to continue growing his business steadily, with hopes to take a more hands-on coaching role as the years progress. For now, he’s content to support his team and business as they continue to grow and facilitate the homeownership process for those in their North Carolina community.

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Finally, with more than a decade of experience behind him and an ambitious eye on the future ahead, James Hutson considers what he cherishes most about his chosen field. “I like being able to serve others as a problem-solver,” he

reflects. “I’m forever grateful for the opportunities that real estate has afforded me and I’m proud of what I’ve been able to accomplish.

It’s something I love about this business— there are no limits to how high you can go.”

To learn more about James Hutson, email JamseHutson@ninjarealtync.com, visit james.ninjarealtync.com, www.

https://www.facebook.com/theninjarealtor/ Facebook page here call (919) 342 – 8538, or visit his https://www.facebook.com/theninjarealtor/

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HOW TO STAY IN YOUR CLIENTS’ LIVES FOR THE LONG HAUL

One sign of a great real estate agent is there long list of loyal client following. Part of achieving a great referral base is being a great realtor during the transaction. But, that’s only half of the work.

To truly be your client’s realtor for life and keep them coming back to you as well as referring others to you, you have to stay in their lives past the transaction. Keeping in touch with your past clients can be one of the most important parts of your business, and one that many realtors tend to push to the wayside.

Do you stay in your client’s lives, or do you disappear? People refer people that they feel they know well and that they trust, people they consider friends. However, earning and keeping your client’s trust involves maintaining a delicate balance with how much you contact them. Experts recommend reaching out to your clients at least quarterly. But, it’s not just about how often you stay in touch. You also need to be mindful about how you are reaching out to them. Here are some tips on how to keep in touch with your clients for the long haul: Top Agent Magazine

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INDIVIDUAL PERSONAL CONTACT One of the best ways to keep in touch with your clients is to simply give them a call every once in a while. Follow up and see how your clients are doing. Offer them assistance if they need it. Personalized contact helps to ensure that you remain as important to your clients long after the sale as you were during the transaction. Giving your clients a call on special occasions such as birthdays or holidays also makes for a great personal touch.

Of course, nothing beats face-to-face contact. Stopping by to say hello can be a great way to keep in contact. An even better way to catch up and maintain that friendship is to set up a lunch or coffee date with past clients. Giving individual clients your undivided attention goes a long way towards maintaining that bond you formed during the transaction and earning your client’s loyalty and trust. Interactions like this make a lasting impression on your clients.

Of course, many busy REALTORS® may not have time to follow up with every client oneon-one. A great way to still give personal attention to your clients without meeting each and every one for lunch is to throw a client appreciation party. This allows you to get in some face-to-face time with each client and make sure they all get your undivided attention and quality time to catch up with you, even if it’s only for a short time.

Now, if you have a lot of past clients, this can be difficult to manage during one party. One way to get around the numbers problem is to organize smaller events based on client’s inter-

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ests. Instead of throwing one giant party, host a pool party for the families with kids or a wine and cheese get together for single clients. Hosting special events like these ones goes a long way towards keeping your contact with past clients more personalized and setting you apart from those businesses that simply send them a calendar once a year.

PROVIDE CLIENTS WITH USEFUL NEWS PROVIDE CLIENTS WITH USEFUL NEWS One way that many REALTORSÂŽ keep in touch with their clients is by sending them newsletters. This form of contact can be a double-edged sword. You want to make sure you provide them with useful information that reminds them of your value as a real estate professional.

Otherwise your communication will amount to nothing more than spam, and clients will think of you less as a trusted friend and more as a nuisance salesperson.

Clients react much more positively to communication containing information that is pertinent to their lives. Update your clients on what is going on in their local community and housing market. Demonstrate your knowledge about the community and the things that are important to your clients. Include information about local cultural events, community news, housing statistics, information on the mortgage market, home maintenance advice, home design tips, and anything else that your clients will find personally useful. Your clients will always be interested in value.

SEND CLIENTS MEMORABLE AND PERSONAL CARDS Sending your clients cards related to important events in their lives and letting them know that you remember those events and care will go a long way towards building and maintaining a close personal relationship with them. You want to make sure your cards stand out, though. Sending popular holiday cards can be a mistake, as they will most likely get lost amongst all of your clients other holiday cards and will be quickly forgotten. Instead send something more personal such as: HOME ANNIVERSARY CARDS: Send cards to each client on the anniversary of the closing of their home.

CONGRATULATORY CARDS: Remember important events such as wedding anniversaries, graduations, new babies, etc.

SPECIAL BIRTHDAY CARDS: Instead of just sending your typical birthday card, add something special to yours that will stand out. Include a $1 scratch off ticket or a $5 gift certificate to Starbucks. Make sure to include a handwritten personal note.

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GIVE CLIENTS AN UNUSUAL GIFT Make sure the gifts you send your past clients stand out. Send your past clients an odd gift at the beginning of the year or on a holiday. Think outside the box and send things like funny magnets, customized mugs, a personalized piece of wall décor, and other fun and unusual items. A great way to make your gift stand out even more is to include a funny note with it that will catch their attention as well as make them think of you. For example, one cute idea is to send clients a bag of popcorn with the note, “Real estate is popping, give me a call.” You could send a bag of goldfish with a note attached that says, “I’m fishing for your referrals.” Get creative and have a little fun with it, your clients will notice and remember you for it.

TAKE ADVANTAGE OF SOCIAL NETWORKS

Social networking sites make staying in contact with past clients in a more informal and friendly basis much easier. Connect with your past clients on Facebook. This will help you stay up to date on the important things happening in your pact clients’ lives. In return, it provides you a great platform for keeping those past clients up to date with what is going on in your business as well as keep in contact in a more informal manner. Use Facebook to remind past clients to check their basement after a heavy rain or that they can contact you for help during tax time.

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You can even organize your contacts on Facebook into customized lists such as “past clients,” “industry contacts,” etc. This will help you better manage your Facebook contacts.

This will also allow you to view specific news feeds based on these lists and send messages to a particular list of contacts. Don’t forget about the many other social networking sites such as Twitter or LinkedIn either. Utilize this technology to drive personal contact with your clients.

STAY ORGANIZED

No matter how you choose to keep in contact with past clients, make sure to be consistent.

Consistency will help you stay organized and diligent about reaching out to your past clients regularly. A tool used by many real estate professionals to stay organized is a customer relationship management solution. Whether you use one that is online or a computer software program, this will help you stay organized when managing your contacts and allow you to set notifications to alert you when you need to contact certain clients, send out gifts, plan a client appreciation event, and many other things throughout the year.

Staying organized and consistent in your contact with past clients will help you continue to build and manage your referral base, as well as open the door to repeat and referral business.

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Tough Prospecting Environment Creates Need for New Solutions

By Richard Weylman

Agents at all levels of experience in the industry continue to have a difficult time gaining access to qualified prospects on a favorable basis. The negative image that has been portrayed of the industry together with the general cynicism of the population has translated into more and more barriers being erected to close out sales people of all types.

The evidence of this continues to mount. Inquiries as well as questions at my various speaking engagements at industry functions indicate a general frustration with the state of the marketplace and the difficulty agents and managers are facing.

Today’s prospecting environment requires new solutions to old problems. No longer does “make more calls, see more people” address or solve the problem. Specific relational strategies and tactics are needed to gain access to qualified prospects.

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Here are just a few of the questions I’ve received recently from advisors and managers: Q: “Voicemail is everywhere. How can I get people to return my calls?”—Stephen G., Chicago, Illinois A: People return calls based on prioritization of the other calls they’ve received. People return calls for reasons of urgency or reasons of benefit. I would suggest that you write out very specific messages that you’re going to leave for your prospects. These messages should be laden with benefits, i.e., positive reasons that the prospect should return the call. As an example, “Mr. Donovan, this is Stephen G. As a teacher, you create lesson plans. As an advisor, I specialize in working with teachers to create a financial plan. Please call me at your earliest convenience.” Devise several of these messages specific to the market that you’re working so that 19

Today’s prospecting environment requires new solutions to old problems.

each of them sounds different and gives people specific reasons to return your call. Review the to be sure they are relevant and speak the language of the market. If in doubt, create 5-10 messages and ask clients to select the ones they like and to which they would respond.

Q: “How can I get CPAs and attorneys to work with me? I want them to refer their clients to me.” — George A., New York, New York

food industry. You find them by asking current prospects and clients who their attorneys and CPAs are and then meeting with them. Ask your clients to introduce you if necessary.

When you meet, give them specific reasons to work with you. As an example, by pointing out the financial knowledge and services you have available which could enhance the value they bring to their clients that will motivate them to act as a center of influence for you. They are in a competitive environment also, and the good ones are seeking to increase client value. In addition, when meeting with CPAs and attorneys, let them know of your long-term interest and that you will respect the relationship that they have with their clients. As a value-added asset, you can create a consistent prospect flow.

A: CPAs and attorneys particularly like to stay in control of their clients and the decision-making process. For this and other reasons, CPAs and attorneys are not highly motivated to help you build your business by using them as the source of new prospects.

However, positioned as a valueadded asset, you can succeed here. As an example, if you are targeting a Q: “I’m targeting executives of specific market in the food industry, major companies here in Rochester. align yourself with CPAs and How can I best get their attention?” attorneys who are also working in the —Bob J. Rochester, New York 20

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In today’s environment, only a systematic approach to relational marketing and prospecting will keep you in sales.

A: To reach executives effectively, keep three things in mind. First, you have to relate to these individuals.

Two, you need to speak their language.

Third, you must recognize that they are typically screened from any unwanted calls and/or mail. The best way to get their attention is to involve yourself in the activities and organizations that they support. As an example, the Senior Vice President of Marketing will most likely be involved in the American Marketing Association. The CFO will be involved in the CFO Society, heads of communication in IABC, etc.

belong to, ask executive clients to have or refer to Gale’s Encyclopedia of Associations regional edition (1800-877-GALE).

These questions represent a larger problem. In years past, the industry was focused on sales and transactions.

Not a great deal was done to enable the development of the local sales agency into a marketing and prospecting organization. Advisors were expected to simply sell their friends and neighbors. Today’s marketplace, however, is significantly different. In the past, sales kept you in business; in today’s environment, however only a Getting involved in these organization systematic approach to relational will allow you to reach these exec- marketing and prospecting will keep utives and, most importantly, position you in sales. yourself as a resource to them. By serving on committees and activities C. Richard Weylman is an expert in that they’re involved in and support- marketing, selling and communicating to ing the causes to which they are affluent and high net worth people. He is drawn, it will position you as a the author of “Opening Closed Doors, Keys resource to them, someone who is a To Reaching Hard-to-Reach People," as caring and credible individual. If well as numerous sales, relationship and you’re having difficulty determining marketing and management audio and the organizations that these executives video education programs.

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3 Team Building Exercises to Revitalize Momentum in the Office A positive team dynamic can transform an average office into a powerhouse lineup. Likewise, a healthy in-office atmosphere translates to boosted productivity, while clients sense an environment brimming with positivity and support. Just as professional self-development is an essential ingredient to a dynamic career, the development of a team is indispensable to long-term growth and success. So, how do you create a platform for office 22

members to combine their energies and talents for the better? For starters, add these team-building exercises to your repertoire to inspire natural comradery and momentum in your workplace.

Dream Big, Together If team members aren’t challenged, productivity stagnates and the office loses steam. The same can

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If team members aren’t challenged, productivity stagnates and the office loses steam. The same can happen if employees don’t believe their voice is being heard or taken seriously. happen if employees don’t believe their voice is being heard or taken seriously. How should a leader compensate? To curtail negativity and bring a breath of fresh air into the office, give team members a platform to think big, no questions asked.

Before your next office-wide meeting, devote a half-hour to visionary thinking. Ask each member of your team to write privately for ten minutes, considering what if scenarios regarding their current roles, career aspirations, and the office’s culture. What do they wish was different? How might things be streamlined? What skills do they wish they possessed? Encourage team members to be imaginative and wrestle with the hurdles or questions they’ve been grappling with. When time is up, split employees into smaller breakout groups and allow them to share their thoughts with one another. Not only will this ignite thoughtful discussion, but it will also allow team members the chance to brainstorm creatively, while articulating their ideas and visions for the road ahead.

Lend a Hand If in-office team-building activities aren’t your style, consider service-oriented excursions that bring office staff together and benefit a worthy cause. In the real estate field, there are countless housing-related organizations to which your office can donate their time and energies.

For instance, Habitat for a Humanity constructs homes for those in need using amateur volunteers, while there are nationwide projects that support housing relief for military veterans. The scope of your service commitment can also vary—from a dedicated day hammering away at a new home, Top Agent Magazine

to sponsoring a golf tournament benefitting area organizations. Either way, service projects unite your team’s energies, afford employees a refreshing change of pace, and positively impact your community.

When All Else Fails, Keep it Light Sometimes team members need to blow off steam to avoid office burnout. One way to combat low energy is bring team members together for a lighthearted game. Try office-themed trivia: come up with thirty trivia questions based on your office, then divide team members into competing groups.

Encourage groups to think up team names, and organize trivia questions into themed categories.

Remember to award fun prizes to create a light incentive. A healthy sense of competition revolving around silly subject matter can get team members loosened up and working together. Concoct questions of moderate difficulty that speak to people’s common ground. For instance, how many tiles are in the office kitchen? Or, how many doors can be found in the office? These questions are light and won’t create any real tension, but will allow a reframing of a stuffy office into a collective home base. Plus, it’ll keep your next holiday party lively.

Team-building is an important form of routine maintenance, whose benefits shouldn’t be overlooked.

Whatever activity you land on, the overarching idea is to nudge team members beyond their comfortable routines and come together in a new way.

At the end of the day, you’ll boost your business, office morale, and colleagues in the process.

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