NORTH CAROLINA 6-29-20

NORTH CAROLINA EDITION

JUICE UP YOUR

OPEN HOUSE STRATEGY

COVER STORY

ROB BILBRO

EMOTIONAL FLUENCY : How to Communicate with Clients When Tensions are High

There Goes the Neighborhood:

HOW TO LIST HIGH WHEN NEIGHBORS ARE A NUISANCE

FEATURED AGENTS

VALERIE & JOE DELOACH MAGAN INSCOE

NORTH CAROLINA EDITION

VALERIE & JOE DELOACH 7

ROB BILBRO

6) 6 HABITS OF HIGHLY PRODUCTIVE AGENTS

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MAGAN

Top Agent M Coldwell Ban Granville Cou – is rapidly decades in the Armed with v edge, a fierc VALERIE & JOE MAGAN INSCOE a highly rel Top Agent Valerie DeLoach heads up Why Realty Group DELOACH Magan approa with her husband, Joe, in Wendell, North Carolina, where tion with hone they cover from the Triangle to the Coast. true concern for her many grateful that almost 100 percent of th It’s their WHY that makes Valerie and Consistently Joe Valerie reports ranked among the top CONTENTS DeLoach stand out among other agents. Hav- business is repeat and referral clientele, becau Banker nationwide, Magan they agents have worked hard to become an integral p ing a strong purpose while linking arms with of reputation the community. as “Asasoon as we moved ri agents who are trustworthy and client centric stellar trustworthy

has helped them gain a strong presence in East- the area, we became heavily involved,” she sa ern Wake County. Valerie heads up Why Realty “I was president of the Chamber of Comme for two years,her and real my husband a Wend Group with her husband, Joe, in Wendell, North Magan began estateis caree Carolina, where they cover from the Triangle Town Commissioner.” They also stay in cont NorthonCarolina clients almost a daily basis.St “ to the Coast. They have become experts ingraduating the with past from are veryin active on Facebook and love writ Wendell Falls subdivision, selling nearly 40% a degree Business Manageme hand-written notes when something import of all resales in the neighborhood. knowhappens whatin Ithewanted to do,” she s life of a client,” she says.

Joe worked in the financial world and Valerie didn’t have the personality for a spent five years as a mortgage loan officer and Valerie and Joe genuinely care about their c a career thatarewas high-paced, had ents. “We straightforward and honest attended law school prior to going into real estate. helping them make decisions that are Thanks to their backgrounds, they are well-versed schedule, and would allow me tobestin with a deep understanding of all aspects of the their financial future,” she insists. There thea question suggestion of her fath that they have your best int home buying process and equipped to assistUpon the never ests a at heart.

Their enthusiasm and exuber first-time buyer as well as a seasoned seller. to take real estate course and o

13) THERE GOES THE NEIGHBORHOOD: HOW TO LIST HIGH WHEN NEIGHBORS ARE A NUISANCE

Phone 310-734-1440 | Fax 310-734-1440

19) EMOTIONAL FLUENCY: HOW TO COMMUNICATE WITH CLIENTS WHEN TENSIONS ARE HIGH 24) TOP 4 WAYS TO JUICE UP YOUR OPEN HOUSE STRATEGY

in 2003. She then spent Copyrightseveral Top Agent May boutique company before switchin moth Coldwell Banker in 2006.

mag@topagentmagazine.com | www.topagentmagazine.com

Magan found success relatively ear

No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent thenthe – as nowof–published the majority of he Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure accuracy materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. on referrals, a sure sign that excelle To subscribe or change address, send inquiry to mag@topagentmagazine.com. is being provided. “I’d say a good 9 Published in the U.S.

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is from people I know just from h area for so long,” says Magan. “I st answer myTop phone stay in co Agent and Magazine tion with my clients,” she says, w

mailto:mag@topagentmagazine.com

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6 Habits of Highly Productive Agents In a business that can be constant chaos, you’re constantly on the go and dealing with things as they hit you. It can be difficult to take a second and regroup. But there is a better and smarter way to work. If you take the time to create some better habits, in the end, you may end up being more productive. If you want to make better use of your time, as well as have more focus, here’s some habits that you’re going to want to pick up - all common to top-producing agents.

1. Learn how to prioritize Although it might be your instinct to get some of the boring work out of the way first, things 4

that actually generate income (or are time-sensitive!) should be the first thing you focus on when you start your day.

Lists are your friend! Make a list of things you want to accomplish for the day, the week, and even the month. Always list them in the order of priority. If things get cut off when you run out of time at the end of the day, at least it’ll be the things that are not as important or time sensitive. As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list, you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as Top Agent Magazine

well. Treat your time with the same respect you would a colleague’s or client’s and don’t ever waste it.

As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as well. Treat your time with the same respect you would a colleague’s or client’s, and don’t ever waste it.

to accomplish it? Write it out and then incorporate that into your prioritized ‘to do’ list.

You’ll be amazed at how driven you become to reach that goal when you actually write it out with clarity. And, the sense of accomplishment you get upon completing it will carry over to the next day. It’s important to remember to be specific. Once you get into the habit of meeting your goals, exceeding them won’t be far behind.

2. Remove distractions

when you need to focus This is especially hard when you’re a Realtor®. Most are constantly connected to their phones. But, unnecessary distractions can get you off schedule and make you lose your focus instantly. If you can, turn your phone off for the half hour it takes to do a task. Interruptions make everything take twice as long, especially when you take that text and then decide to check Facebook for a second.

We all do it!

Complete your task, then take ten minutes to respond to all texts and messages before you start up the next thing on your list. You can even schedule those ‘text backs’ into your schedule. A concentrated effort is always more effective than going back and forth between things.

3. Set daily goals This is so key. What do you want to accomplish for the day and what do you need to do Top Agent Magazine

4. Don’t make excuses There’s that old saying, “The buck stops here”. Well, take it to heart. This is your business and you are responsible for doing everything you can to make it successful.

Sure, there are reasons for why you didn’t get a listing or why your business is slow, but what are you doing to change things and make them better? Successful Realtors® work harder and come up with innova5

tive ways to stand out when times are tough. They don’t look for excuses, they look for solutions.

5. Be deliberate

about everything you do When you’re making your list, it helps to have a goal in mind for even the smallest task. If you’re calling past clients to touch base, have a specific reason why you’re calling. Are you letting them know some market news?

Thanking them for a referral? When you’re meeting a referral partner for lunch, have a goal in mind for what the outcome of that meeting will be as well. Yes it’s good to socialize and build relationships, but if you have a reason, make sure it isn’t put off until the final moments, when things are wrapping up. Always having a purpose in mind will also help you prioritize your list better.

6. Always look for ways to

get out of your comfort zone Yes, you are prioritizing what is most important or urgent to your business, but it’s also important to make an effort to break out 6

of your routine as much as you’re comfortable doing. Trying out new things or taking some time to learn about new and innovative real estate techniques and technology, can have an energizing effect on your business.

Not only might they lead to things that make you more productive, but it keeps you sharp and engaged. And, ultimately keeping yourself at the top of your game is what it’s all about.

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ROB BILBRO Top Agent Magazine

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Spearheading his work solo under the banner of eXp Realty, Top Agent Rob Bilbro based in the Charlotte area, is licensed in both NC and SC. Rob Bilbro hadn’t anticipated a career in real estate.

After graduating from Wake Forest University with a degree in economics he intended on a career in banking. He finished school a semester early though and while interviewing with banks took a temporary job making Vick’s Cough Drops. Those Cough Drops led to an unintentional but very successful career in the temporary staffing industry where he played every role from recruiter to president and company-owner. With most of his family 8Copyright Top Agent Magazine

in the real estate business, Rob began exploring new horizons six years ago. He closed the very first lead he got and “was hooked from there,” he remembers. In the time since, Rob has cultivated a reputation for his professional acumen, commitment to his clients, and personal touch.

Today, Rob spearheads his work solo under the banner of eXp Realty, serving buyers and sellers in Charlotte area, though he is content to follow Top Agent Magazine

where clients lead and is licensed in both NC and SC. He has particular proficiency and experience in the areas within 2-3 miles of Charlotte’s Uptown.

Currently, almost the entirety of his business is driven by repeat and referral business who trust his candor and proven expertise. “I’m successful because I love what I do and when people love Top Agent Magazine

what they do, it comes through. No matter what we do as agents, buying or selling a house is stressful for people. For me, it’s all about being able to help others reach whatever their goal is, whether it be downsizing, upsizing, or starting a new chapter in their lives - and all with the least possible stress involved. That means getting to know and Copyright Top Agent Magazine9

Rob closes roughly forty-five to fifty transactions yearly, from $13-$16-million in volume. A few years ago, he began incorporating investor work to his business, gaining experiences in new builds and flips, which now make up about a third of his business.

care about my clients as people and not transactions because what’s fun for one person is totally stressful for another. That’s why I try to work and live by the Golden Rule, treating my clients and other agents as I would want to be treated. Getting to know clients personally leads to caring about them and that makes it easy to go the extra mile whether that means working around their schedules at odd hours or jumping in to help stagers ensure their home looks the absolute best that it can.” Rob includes agents in that statement because he believes that it is important to advocate fiercely for his clients’ needs while maintaining a positive working relationship with other agents so hopefully in the end both the buyers and sellers walk away feeling good about the process.

When it comes to listing properties, Rob leaves no detail unaccounted for. All listings are equipped with immersive documentation to lure buyers on the hunt, including professional photography and staging—even virtual staging for unoccupied homes that help potential buyers envision a life unfolding inside those walls.

From there, all listings are distributed across Copyright Top Agent Magazine 10

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the leading online platforms and social media outlets, including targeted social media ads that draw ideal buyers in short order. On average, Rob closes roughly forty-five to fifty transactions yearly, from $13-$16-million in volume. After a chance meeting with a General Contractor a few years ago, he began incorporating investor work to his business, gaining experiences in new builds and flips, which now make up about a third of his business. He now works with multiple investors co-designing floor Top Agent Magazine

plans and interiors which allows him to apply his creative eye in offering design expertise.

Beyond the office, Rob gives back to his community by supporting LGBTQ organizations, and he also served on the board of a regional staffing company for past 5 years. In his free hours, he most enjoys time spent with his husband, family, and friends, in addition to traveling and spending time with the family dogs.

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As for the future, Rob intends to keep up steady progress as he continues to grow his real estate business.

“I’m always looking for a new way to expand and improve the business though.” His family started Realty Consultants Property Management 10 years ago in the Triad and he recently joined the business as a co-owner. They have now expanded the company

to the local Charlotte Market and look forward to expanding the business. Now, with six years of experience and insight, Rob considers what he enjoys most about his chosen path. “I’m lucky to have found a challenging second career where I get to be creative, turn clients and other agents into friends, and I wake up every day happy to go to work,” he says.

To learn more about Rob Bilbro visit cnc.exprealty.com/agents/43791/Rob+Bilbro, email RobBilbro@gmail.com, or call (704) 402–4503 http://

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Top Agent Magazine

There Goes the Neighborhood:

How to List High When Neighbors are a Nuisance Troublesome neighbors are a relatively common issue that agents come across. You can control the image of your client’s property and you can control your listing presentation, but you can’t always control what’s happening on your client’s street. How do you diffuse difficult neighbors that could lower your bottom line or embarrass you in front of prospective buyers?

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First of all, it takes tact and a gameplan. With that in mind, let’s consider a few ways you can maintain a listing’s viability and competitive edge—even when bothersome neighbors are involved. Here are a few common neighborly scenarios agents encounter and how to diffuse them to your advantage.

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How do you diffuse difficult neighbors that could lower your bottom line or embarrass you in front of prospective buyers? It takes tact and a gameplan.

as a courtesy introduction to the neighborhood.

While it may seem like needless busy work, it can dramatically improve prospective buyers’ perceptions of the area. Plus, you may positively ingratiate yourself with neighbors in the area and demonstrate your above-and-beyond service to your clientele in the process.

Is the neighbor’s landscaping an eyesore?

Here’s your recourse.

Most towns and cities have established ordinances regarding yard upkeep. If any of the properties adjacent to your listing are wildly overgrown, littered with junk, or otherwise in a state of obvious disrepair—take it up with the city. Rather than get directly involved at first glance, you might loop in city officials whose job it is to monitor clean-up efforts on rundown yards and properties. If this doesn’t work, you may have to take a more hands-on approach.

Start by thinking small and operating from a place of authenticity and neighborly service.

You might explain to the neighboring tenant that you’re listing and offer to mow their lawn 14

Are there foreclosed or abandoned homes on your client’s block?

Do your homework.

It may take a little research and digging to figure out the banking entity that owns a foreclosed home, but it’s well worth the effort. Banks are typically required to maintain foreclosed homes on at least a basic level. If you’re worried about

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squatters, an unsightly façade, or general disrepair of a neighboring foreclosed property—go to the source. Sometimes banks take their time in hiring a third party to maintain a foreclosed property, but with some proactive prodding on your part, you may be able to speed the process along and resolve eyesores even before prospective buyers come calling. Remember: the squeaky wheel gets the grease. An improved bottom line will be your reward for those few prodding phone calls and emails.

Noisy, nosy, or annoying neighbors?

Don’t be discouraged.

Obnoxious neighbors can really rain on a seller’s parade, especially the kind of neighbor Top Agent Magazine

that takes their less-than-stellar behavior to their porch, front yard, or sidewalk. While this sensitive issue may seem daunting, there are a few official channels you can utilize to thwart the issue before getting personally involved. If the neighborhood in question is governed by an HOA, you might take it up with them. If the troublesome neighbor is harassing passersby or taking to the sidewalk—in other words, public space—then you may be able to involve local authorities in worst-case scenarios. Of course, it’s always possible to talk to troublesome neighbors faceto-face, but do so with caution and with safety as the priority. Always reason gently and empathetically, utilizing I... phrasing, instead of accusatory You... phrasing. After all, some neighbors are clueless about their impact on the neighborhood and may adjust their behavior after being called out. If the issue persists and no third-party authority can help, then you may have to disclose the neighbor’s issues to prospective buyers, depending on the disclosure laws in your region. While this may seem like a blow, you can at least rest easy knowing you pursued all the potential avenues for resolution available. Likewise, your client will likely appreciate your thorough efforts to resolve the issue.

While troublesome neighborhoods can bring down an optimistic mood when listing a property, sometimes being real estate is all about being resourceful. With diligence, digging, and a little follow-up, you just may be able to resolve some of the issues plaguing your neighborly plot.

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VALERIE & JOE DELOACH

Top Agent Valerie DeLoach heads up Why Realty Group with her husband, Joe, in Wendell, North Carolina, where they cover from the Triangle to the Coast.

It’s their WHY that makes Valerie and Joe DeLoach stand out among other agents. Having a strong purpose while linking arms with agents who are trustworthy and client centric has helped them gain a strong presence in Eastern Wake County. Valerie heads up Why Realty Group with her husband, Joe, in Wendell, North Carolina, where they cover from the Triangle to the Coast. They have become experts in the Wendell Falls subdivision, selling nearly 40% of all resales in the neighborhood.

Joe worked in the financial world and Valerie spent five years as a mortgage loan officer and attended law school prior to going into real estate.

Thanks to their backgrounds, they are well-versed with a deep understanding of all aspects of the home buying process and equipped to assist the first-time buyer as well as a seasoned seller.

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Valerie reports that almost 100 percent of their business is repeat and referral clientele, because they have worked hard to become an integral part of the community. “As soon as we moved into the area, we became heavily involved,” she says.

“I was president of the Chamber of Commerce for two years, and my husband is a Wendell Town Commissioner.” They also stay in contact with past clients almost on a daily basis. “We are very active on Facebook and love writing hand-written notes when something important happens in the life of a client,” she says.

Valerie and Joe genuinely care about their clients. “We are straightforward and honest in helping them make decisions that are best for their financial future,” she insists. There is never a question that they have your best interests at heart. Their enthusiasm and exuberant Copyright Top Agent Magazine

personalities will make you instantly know that you are in good hands.

Writes one client about working with Valerie and Joe: “After a sudden job loss we had to sell our house and move out of state. Valerie was great to work with! Many realtors are high pressure. Valerie and Joe shot us straight and helped us to price the house right. Valerie did an outstanding job in setting our house apart from the competition. The house was under contract in two days, even with competition from new build houses in the neighborhood. When issues arose during the process Valerie sprang to action to solve the problems. I couldn’t be more satisfied.”

To market their listings, Valerie and Joe believe in investing in high-end marketing technology. “We’ve always offered virtual walk-throughs, even before the coronavirus pandemic,” she states. “We also promote through social media and open houses. We are well known for our social media presence on Facebook and Instagram.”

When not working, Valerie and Joe spend their time volunteering at Wendell United Methodist Church, working at the community garden, sponsoring local sports teams, and overall supporting the businesses and people in the Town of Wendell. They believe it’s all about doing good for the community.

“Our motto is Do Good, Help Others. We live by that in both our work and personal lives,” she says.

As for the future, Valerie and Joe hope to expand both their geographic territory as well as their team with like-minded agents. “It’s all about the quality of the team and their passion in service to others,” she says. Valerie and Joe are proof that if you do the right thing for the right reasons–motivated by a love of your community–then success will follow.

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To learn more about Valerie and Joe DeLoach, email valerie@whyrealtygroup.com or joe@whyrealtygroup.com,visit whyrealtygroup.com, or call 888-WHY-RLTY www.

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Emotional Fluency:

How to Communicate with Clients When Tensions are High Managing emotions, expectations, and personalities are central to a successful real estate career. After all, this is a business based on relationships and interpersonal communication. Likewise, real estate is built on one of life’s central milestones—homeownership. This means that stress, disappointment, excitement, and competition are inherently Top Agent Magazine

involved in the process. As an agent, you take on the real estate world every day, but most of your clients aren’t well-versed in the norms of the industry and are likely riding an emotional roller coaster throughout.

Acknowledging this, how do you steer the ship when emotions and tensions are running high?

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For starters, it’s not always intuitive. Just like you add tools to your arsenal when it comes to marketing, social media, or lead generation, you also have to add emotional tools to your repertoire. Here are a few ways to diffuse tense situations and keep clients on an even keel—even during the ups and downs of the transactional process.

Create realistic expectations from the outset and reinforce them as you go As a seasoned agent, some aspects of the industry may seem run of the mill to you, but may come as a shock to your clients. That’s

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why communicating expectations from the beginning can help create reasonable touchpoints in the minds of your clients. In addition to talking through the steps of the transactional process with your clients, consider writing out a checklist or compiling a buyer’s guide that can serve as a resource for them throughout. Think of it like a security blanket, but one that’s built by facts, figures, and anecdotal experience. If you paint a clear picture of what to expect, clients are less likely to be taken by the surprise and react impulsively as a result. What’s more, reinforce next steps, expectations, and possible outcomes as you go. If your client is left to wonder or guess at what’s ahead or

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what will happen, they will either envision the worst-case scenario and panic, or they’ll misjudge the next step and be disappointed or left anxious as a result. Minimize surprises by communicating regularly, clearly, and with all options on the table.

When unveiling a problem, come to clients with potential solutions in hand Any agent worth his or her salt knows that bumps in the road are likely to occur along the way. You can’t promise a transaction free of stress or unforeseen issues, but you can minimize the ensuing stress by preparing you client in advance for any potential problems, and by addressing any problems

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clearly and with solutions already in hand.

Clients are likely to become agitated if a problem arises and they can’t understand why or what it means. That’s why slowing it down, talking it through, and offering potential avenues for recourse can quell fears and remind clients why they chose you to facilitate the transactional process. This means you’ll have to vigilant, proactive, and on the ball. Of course, it’s much easier to be an agent when everything is going great and flowing naturally. It’s when things take an unexpected or negative turn that true talent is really tested. Accordingly, show your clients that you are confident and in control by remaining adaptable, communicative, and clear in your problem-solving approach.

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Never underestimate the power of listening As an agent, you are probably well-versed in putting out fires and sourcing solutions. Sometimes, however, clients are really looking to you as a confidante and a listening ear. You’d be surprised how much nervousness you can resolve by simply offering a listening ear and offering reassurance. Sometimes it’s not about providing a band-aid or a practical solution; oftentimes, it’s all about listening. Clients need to feel like they’re being heard, even if you’ve heard it all before. By listening to their fears, acknowledging their perspective, and reiterating their goals—you display your empathy and understanding, which is often just what a client 22

needs to feel better. In other words, you don’t have to break out the graphs and data each time a client airs his or her insecurity. First, slow down, listen, and interact on a personal level. You may stop an emotional upheaval in its tracks simply by putting your listening cap on.

Not all clients are alike. Some will require a little more hand-holding than others, but it’s your job to put yourself in their perspective, recognize the milestone at hand, and managing the personalities you’re working with. The next time you feel frustrated by a client’s unpredictable emotional energy, keep these insights in mind as you diffuse the situation, steer them to a place of comfort, and fortify your interpersonal skillset in the process.

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MAGAN INSCOE Top Agent Magan Inscoe – of Coldwell Banker Advantage in Granville County, North Carolina – is rapidly approaching two decades in the real estate industry.

Armed with vast industry knowledge, a fierce work ethic, and a highly relatable personality, Magan approaches every transaction with honesty, integrity and a true concern for her many grateful buyers and sellers.

Consistently ranked among the top 15% of all Coldwell Banker agents nationwide, Magan has truly earned her stellar reputation as a trustworthy real estate advocate.

simply give them the facts that allow my clients to make informed decisions.”

Magan began her real estate career immediately after graduating from North Carolina State University with a degree in Business Management. “I didn’t really know what I wanted to do,” she says, “I just knew I didn’t have the personality for a desk job. I needed a career that was high-paced, had some flexibility of schedule, and would allow me to interact with people.”

Upon the suggestion of her father, Magan decided to take a real estate course and obtained her license in 2003. She then spent several years with a small, boutique company before switching to industry behemoth Coldwell Banker in 2006.

When she’s not working, Magan loves nothing more than spending time with her young daughter and son.

“My little boy plays baseball, and my daughter rides horses,” she says, “and I love that real estate gives me the flexibility to attend their events.” Magan is also very much involved with their school. She can be found enjoying family time outdoors when not selling real estate, but she keeps her phone close by!

Magan found success relatively early in her career, and then – as now – the majority of her business is based on referrals, a sure sign that excellent customer service is being provided. “I’d say a good 97% of my business is from people I know just from having lived in this area for so long,” says Magan. “I strive to consistently answer my phone and stay in constant communication with my clients,” she says, when asked how she has managed to inspire such impressive levels of trust and loyalty. Also, her honesty has played a large role in her ever-growing success story. “I am not afraid to point out to my clients the negatives of a house,” she explains. “I’ll be extremely honest about my thoughts about the property. I don’t interject my opinions, I Top Agent Magazine

Another factor that has contributed to her success as a real estate agent is her intelligent and comprehensive approach to marketing her listings. Magan employs the services of a talented photographer to ensure that each property is shown in its best light. “I always joke that my photographer sells the home, not me,” she says. From there, every avenue is exploited to ensure that the house is seen by as many potential buyers as possible, including multiple social media platforms.

The most frequent result is a fast sale for top dollar, not to mention happy clients.

Magan’s future plans include work on a new subdivision, and continuing to grow her business, all while continuing to provide the very best customer service possible.

For more information about Magan Inscoe, please call 919-697-1834 or email Magan@TriangleHomeAndLand.com Copyright Top Agent Magazine 23

Top 4 Ways to Juice Up Your Open House Strategy

by Rob Flitton

I go to open houses, but not just because of my profession or interest in architecture and interior design. I go to open houses to see how effective real estate agents are at selling. It has been rather eyeopening because there is very little selling going on—the average open house strategy needs work.

1.Build a Dynamic Open House Booklet After they leave, open house visitors will discard a one-page for-sale info sheet naming a home’s features. But they will keep, and possibly use, a 6 or 8 page booklet loaded with interesting items that directly solve problems for them.

Perhaps “selling” is considered an outdated skill, or that it feels socially awkward for agents to be regarded as a salesperson. But if you’re a real estate agent, you are a salesperson. At most of the open houses I go, I see money floating out the door every time a visitor leaves because of the agent’s inability or refusal to sell.

It will require some strategic thought to nail the content and design, but perhaps include: (i) descriptives about the benefits of buying the property you’re showing, and not just data, (ii) compelling reasons why they should consider working with you along with a web link to search for listings on your website, (iii) a web link telling them how to get a prompt, written estimate on the value of their home, or to find out what other homes in their neighborhood sold for, (iv) possible discounts on real estate related services—maybe a reduction in fees from your preferred lender, or a reduced home inspection price, (v) possible discounts on non real estate related items.

An open house is a lucrative opportunity to find buyer or seller clients –selling the listing itself may also be the goal, but an agent should not pass up this chance.

There are 4 distinct strategies an agent can immediately employ to juice up their open houses and get awesome leads.

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Top Agent Magazine

If you combine this dynamic booklet with properly trained closing language, as touched upon below, it is something the average person will either keep and use or pass along to someone they know. A well designed booklet can bring you a lot of business.

data—and they are void of interesting or problem-solving information.

2.Work The Neighborhood A few days prior to your open house, find the names and addresses (from tax records—or elsewhere) of, say, 20 homes in each direction from the Pre-internet, both open houses for open house. resale listings, and model homes for new construction, relied on strategic For the cost of postage and some collateral materials (handouts). Vis- sweat-equity, mail a postcard to these itors were ostensibly looking at sev- 80 homeowners inviting them to the eral competitors at the same time, so open house and offering something collateral materials had to have the unique and compelling—perhaps a power to bring them back to your drawing or giveaway for those willing site—a great call to action, eye- to provide their opinion on the asking catching color, identification of the price of the home (and the entry card, of course, will net you their email benefits of buying your product. address and phone number). People Yet at open houses today, I primarily are generally nosy and like to be see bland information sheets dis- validated, so asking for their opinion cussing features—the listing price, on something happening in their own the square footage, and the standard neighborhood is very appealing.

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And, it is best to mail them again right after the open house to talk about what happened.

“From our Saturday open house, we discovered 3 qualified and eager buyers that are now looking for a home in this neighborhood—if you would like to know what your home is worth for these buyers to consider, please give me a call.”

dynamic booklet and say: “Please enjoy our open house, and am hoping you’ll do me a favor. This booklet is loaded with great information about, and if you become interested at some point in buying or selling, would you please call and give me the opportunity to earn your business? Or if you happen to know someone now who is looking now, would you kindly pass this booklet onto them?”

Also, adding on door-knocking or If they reply with a “don’t know” type flyer-hanging to your mailings boosts of answer this usually means they are your neighborhood equity even more. indeed looking but are just not ready yet to reveal this to you, so you will 3.Close and Qualify need to work to make a connection.

Engage every single visitor in closing Good consultative sales connections dialogue, because every single visitor are made when you can make them feel you’re not pushy and are able to is there for a reason. directly resolve their problem.

While smiling, with shoulders erect, and maintaining suitable distance, A “yes” type of response is great, but look them in the eye and offer your you should take the qualifying step of handshake while stating your full asking them if they’re working with another agent. If they are, the dyname and company—and then ask: namic booklet comes in handy again: “Are you out looking to buy a home “If for any reason your agent is today?” unavailable to show you homes, I can be reached at the phone number in There are 4 categories of answers, this booklet. Plus, it contains fantastic and any answer they provide is an resources for searching online and a opportunity to get to the marrow of discount on financing.” what they need. There are “nos”, “don’t knows,” “yeses,” and “other.” If you can’t get a sandwich, get a bite.

If they are definitive about looking, If they reply with a “no” variety of and don’t have an agent, then they are answer, then you can hand them your available for you to work with and 26

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here again you need the right type of closing and qualifying dialogue.

The goal here is to evoke from them their home-buying goals so that you can match and narrow down to a single opportunity. It’s a mistake to present multiple listings to a buyer at once. Ask broad questions and then narrowing questions followed up by “if-then” questions.

Example: “What types of functions do you want in your new home, or activities near your neighborhood?”

Followed by something like, “is the number or size of bedrooms important to you?” Followed by, “so if I can show you the kind of home we just described, are you ready to go see it and possibly make an offer?”

4.Have Interactive Tech Tools Onsite It is the worst feeling to engage someone as a potential client at an open house and then have no tools available to solve their problem— don’t assume they aren’t going to want to do business right away.

If you’re engaging a potential buyer, you better be able to instantly gratify their desire to see viable homes online so internet access and an easily view-able screen are necessary. They may ask you to go see other homes in-person, so you need to have a coagent available to either show them those homes, or spell you off as host while you do. You may be asked to write up an offer for them so you will need the tools and ability to create and e-sign documents.

Naturally, any objections or “nos” you receive in this process are just fan- When a potential listing client is in tastic opportunities to learn about their front of you, you need to be able to needs and earn a connected trust. show them recent comparable sales and may even be asked to list their The “other” thing they might tell you home and will need the tools and is that they’re not a buyer at all, but a ability to create and e-sign documents potential seller. Potential sellers often for taking that listing. go to open houses to find out how their home stacks up, but are you It happens sometimes—but it never aware what the number one reason happens if you’re not ready. they attend open houses is?

Potential sellers go to open houses to Rob Flitton is a Seattle Real Estate Mardirectly or indirectly interview you, a keting specialist helping independent agents to increase their income. Email Rob potential listing agent. And they hire robflitton@gmail.com at any time or call/ confident, prepared professionals. text him at 206-612-2314.

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