PLAYING THE REAL ESTATE MATCHMAKER— Follow These 8 Dating Rules to Ensure you Match Your Client with the Perfect Home for Them WHY DOESN’T TRAINING WORK for You? 7 Deadly Sins of PERSONAL BRANDING 3 Ways to MAKE YOUR WORKSPACE WORK FOR YOU FEATURED AGENTS
CHRISTINA HIGGINS PETE PRITCHARD
CONTENTS 4) PLAYING THE REAL ESTATE MATCHMAKER— FOLLOW THESE 8 DATING RULES TO ENSURE YOU MATCH YOUR CLIENT WITH THE PERFECT HOME FOR THEM 13) 7 DEADLY SINS OF PERSONAL BRANDING
17) 3 WAYS TO MAKE YOUR WORKSPACE WORK FOR YOU 20) WHY DOESN’T TRAINING WORK FOR YOU?
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Playing the Real Estate Matchmaker –
Follow These 8 Dating Rules to Ensure You Match Your Client with the Perfect Home for Them When you think a bit more about it, the ultimate goal of a real estate agent serving a client is really to match them up with the perfect house for them, almost the way a matchmaker tries to find two people that will fit well together as a couple. When people are looking for a house, they often treat the process as a quest for “the one” house that will fulfill their dreams of living in the house of their dreams. Don’t be fooled. It is always a search for “the one”, at least when it comes to helping a couple or family find a home. When you look at your client’s search for a home in this manner, then you might begin to notice some pretty obvious similarities 4
between shopping for a home today and online dating. In this day and age most people live a substantial part entire lives online. People socialize with their friends on Facebook, they meet potential friends in forums and online communities, and we now even search for our perfect mate online. Shopping for a home also happens to usually start online. When they begin this search, make no mistake; they are looking for the “one.” These people then turn to you, the REALTOR® to play matchmaker for them. It is your job to wade through the pool of eligible homes (bachelors) and sort through all the ones that are too expensive, too nerdy, not cute enough, not smart enough, etc. until you find the “one.”
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It makes sense then to consult the tried and true practices in matchmaking that help those professionals find the right people for each other, and see if any of them could also apply for matching your clients with their dream home. You’ll find that these 8 dating rules may just show you the secret to matching your clients with the perfect home.
back to the store if you’re not happy with your new home. It’s best to first help your client get prequalified. This is a tangible step that shows they are ready to move on to a new home. You want to make sure they are completely over their love affair with their previous home. You can even ask them for a sign or proof that they’re ready to move on.
Who Is In and Not In Your Client’s League? Know Your Client’s Price Range:
Be Genuine, Not Superficial
When a person is looking for a mate, it is a waste of time for them to even consider those potential mates that are clearly out of their league. These people won’t even stop to give them the time of day. In the world of real estate the idea is the same. There is no point showing your clients houses that they can’t afford and will simply lust after without having any real chance of purchasing the house. It is your job to keep your client ground in reality, and help them be realistic in terms of price when choosing their next home.
Never Let Your Client’s First Impression of a Home Rule Their Decisions
Make Sure Your Client is Ready to Move On From Their Last Dream Home You’re job is also to make sure that your client is truly ready to move on from their previous home. This is a long term commitment, and they need to be absolutely sure they actually want to buy a new house. You can’t simply take the receipt Top Agent Magazine
When trying to manage the many pitfalls of online dating, on inevitably goes on a date where the other person looks nothing like their picture online. That can be just as big of a problem when looking for a house. When clients show you a particular house they want to visit, ask them to name something about the house that they like other than the aesthetics. This way you can see if they are simply infatuated with the way the house looks in those pictures, or if there is a deeper interest in the home that could become a deeper connection between your client and the house.
When your client first sees a house they have already been lusting after in their mind, they’re often so excited to finally be looking at it, especially if it does in fact look as good as it did in the pictures. Make sure to encourage them to take some time before making such a big com-
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mitment, and don’t let their excitement push them into making a rash decision. It is your job to keep them grounded in reality. Push for your clients to do an inspection to make sure the house isn’t hiding any dark secrets. Sometimes the most charming facade can hide tons of slime and deadly mold.
Follow Your Heart (or Gut) People often laugh at and ridicule the idea of love at first sight, but when it comes to homes, the phenomenon can certainly happen. Your client may just find their perfect dream home at the very first place you take them. If you have a client that does insist this is the case, then you don’t want to try and rationalize with them or talk them out of their decision. You do, however, want to make sure you are watching out for their interest and make sure your clients take all the necessary precautions before they jump in headfirst.
See What Other People See in The Home – Do They See What Your Client Sees? Have you come to the conclusion that your clients are being blinded by all of the twinkling windows and crystal clear water glistening in the backyard pool, and can’t see that the house they’ve fallen in love with is really just a dirty animal (maybe a pig) dressed up in nice clothes and lipstick. Ask your client if they would be willing to look at the house again with 6
their close friends, family, and anyone else they trust for a second opinion there to see it with them. If the house really is a dud, they’ll be able to see past any personal bias your client might have to the truth. They will be able to help your client see through the shining facade
Celebrate the Happy Union! When a couple gets married they tend to throw a big party and celebrate their union. The same goes for the closing. Your clients have just essentially married the house of their dreams, and now it’s time to rejoice. Congratulate them on their new union. Show your support for their new homeowner status by going to their housewarming party.
Help Your Clients Maintain Their Dream Home & Ensure a Lifetime of Happiness You can’t just disappear after the transaction is finished. Become their realtor for life by showing your clients how to maintain their dream home. Act as their resource for other professionals they may need to maintain the house such as handymen, plumbers, electricians, etc. Show them how to keep up with home maintenance so they don’t ignore problems that surface and end up with a much larger issue than they started with. Help them make sure their dream home lasts so they can live happily ever after in their home for a lifetime.
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CARLA PETERS Top Agent Magazine
Based in Pickerington, Ohio and a member of the RE/MAX Hall of Fame since 2012, Carla Peters has also been a Five Star Agent in Central Ohio since 2014.
CARLA PETERS Top Agent Carla Peters of RE/MAX ONE in Pickerington, Ohio possesses a strongly-ingrained work ethic that has vaulted her to the top of her profession. Focusing on building a relationship with her customers has endeared her to her many grateful clients. Highly conscientious, Carla maintains solid hands-on contact with her clients, ensuring that each and every buyer or seller is treated with respect and provided with the most exceptional client service available in Central Ohio. Carla came to the real estate world after her family relocated to different states multiple 8Copyright Top Agent Magazine
times. “We worked with a lot of different Realtors,” she says, “and I felt that I could do it better. I felt like our agents did not give us all the information we needed to make the best decision for our family. I knew getting into real estate would be challenging, but I really felt that I could provide a higher level of service.” That was back in 2004, and since then Carla has been recognized with numerous accolades attesting to her professionalism. A member of the RE/MAX Hall of Fame since 2012, she has also been a Five Star Agent in Central Ohio since 2014, a designation that is based partially on client testimonials. While Carla works with a partner, Justin Schone, who has been an integral part of her business, she is quick to emphasize that each of them maintain direct contact and work solely with their own clients, except for vacaTop Agent Magazine
tion coverage or emergencies. “Buying and selling a home is a stressful and emotional time for a family, and I want to reduce that stress and be the “go-to” person to help them through the process,” says Carla. “My goal is to make sure things are done right and that my clients trust me to take care of each detail so that the purchase or sale of their home goes smoothly. Communication is key to that process and hopefully I can build a lifetime relationship with each client and continue to serve them in the future.” With nearly all of her business based on repeat and referral clients, Carla is clearly doing something right. “I’m enthusiastic about what I do because I love it and I care about my clients,” she says by way of explaining this staggering level of client Top Agent Magazine
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“My goal is to make sure things are done right and that my clients trust me to take care of each detail so that the purchase or sale of their home goes smoothly.” loyalty. “My clients can call me anytime, so my responsiveness in addition to my knowledge of the market sets me apart from many other agents. I think I’m a win-win negotiator, able to work with all parties including title companies, lenders, attorneys, and other agents to help make the transaction go smoothly. “ The attention Carla gives her clients plays a large role in her success. “I build relationCopyright Top Agent Magazine Copyright 10
ships,” she explains. “I’m not concerned with how many transactions I have, I want each client to feel that they are my only client. I treat my clients with respect. I love what I do so another important part of this is that I have fun. It’s a stressful business, but I truly think you can still have fun because when you love what you do, it’s easy to have fun.” The relationships she builds transcend the closing table. “I have Top Agent Magazine
clients calling me long after the closing for referrals for contractors or with a question, and I am glad to help.â€? When sheâ€™s not working, Carla can be found giving back to her community. She is a Top Agent Magazine
Court-Appointed Special Advocate (CASA) for abused and neglected children, and is also an educational surrogate parent for special needs children. She also loves spending time with her family (especially her new granddaughter), and with friends. Copyright Top Agent Magazine 11
As for the future, Carla plans to continue growing her already-lucrative business, and part of that includes continuing education to stay on top of her craft. “I’ll always be involved in continuing education,” she explains. “Something I always try to do is
find better ways to get more information and draw from my experience to give my clients the best choices available in this market, because that’s my job. It’s about helping them make good choices and making sure they are happy.”
For more information about
CARLA PETERS, please call 614 - 313 - 7351 or
email CarlaPeters@Remax.net Copyright Top Agent Magazine 12
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and they don’t care for sudden changes in procedure or lifestyle. They also like activities they can start and finish. Compliants are thinkers. They’re always wondering how things work. They want practicality, logic, fairness and a systematic approach. When talking to thinkers give facts, documentation and data. They seek accuracy. They’re motivated by standards of high quality, limited social interaction, detailed tasks and logical organization of information.
7 Deadly Sins of Personal Branding
some personality assessment tools can cost thousands of dollars, but at Corcoran Coaching, we’ve opted for a much more affordable offering: a free DIsC assessment. Just visit www.corcorancoaching.com/behavioralstyle. php and you’ll be guided through a quick questionnaire to learn your own What is a style ‘personal Just likeothers com- as sistently dominant andbrand’? how to read well. (across all marketing platforms), pany or product branding, it’s built around a well-defined brand can elevate agent recimaging and messaging that is designed to ognition and help to establish credibility Yes, understanding people, listening to their needs and wants and responding create a feeling. And in the case of personal and authority. However, when executed appropriately all takehow work But because realare estate is a people branding, it influences you and wantattention. others incorrectly, the effects lackluster at best, business, it’s simply a must. And the better at it you become, the to feel about you. From your photos to other and harmful at worst. To help you better avoid living as an or broker. brandyou’ll images,make elements andagent even content, theI promise. pitfalls of personal branding, we’ve there is a lot that goes into creating your compiled a list of what we feel are the 7 unique brand.to Displayed Best of luck you! correctly and con- deadliest sins.
Copyright©, 2015 BubbaNO Mills. All rights reserved. DIFFERENTIATION Branding about being known forvicereal estate agent who expressed to us that Bubba Mills isis not co-owner and executive president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an in international your profession. It’s about being known she was already well branded her area. consulting coaching that performance coaching and for being and different in yourcompany profession. If specializes She stated,in“When I walk into a restaurant theallimplementation sound systems Real Estate Companies, Mortgage agents were the of same, howbusiness would your in into my community, people already know Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational customers know who to choose? Lack of I’m a real estate agent.” And while that and education speaker, coach and mentor to the top real estate agents and mortgage differentiation is out by more far the #1 personal is a great start, it’s nowhere close to succompanies. To find about Corcoran Consulting & Coaching, call 1-800-957-8353 We love to tell the story of a cessful branding. Let’s assume I walked or branding visit us at sin. www.CorcoranCoaching.com. Top Agent Magazine
into that restaurant and noticed her. But I also noticed two other agents in the same restaurant. Now, who do I choose? Which
‘brand’ stands out to me? What lets me know that one of them is uniquely positioned to serve my needs?
and they don’t care for sudden changes in procedure or lifestyle. They also NO FOCUS like activities they can start and finish. In business, you can’t be all things to all side of your specific focus. That would be people. Many have and failed. In or- always quite difficult. It does mean over work. time Compliants are tried thinkers. They’re wondering howthat, things der to have business and brand, doneacorrectly), you approach. will do moreWhen and They wanta successful practicality, logic, fairness(ifand systematic you must define yourfacts, ideal custommore ofand the data. exact They kind ofseek business you talking toclearly thinkers give documentation accuracy. er and how you will super-serve that cus- want, and conversely, even stop doing They’re motivated by standards of high quality, limited social interaction, tomer. In other words, declare and develop the kind of business you don’t want. And detailed tasks and focused, logical itorganization of information. a specialty. By being does NOT that’s what a great brand is designed to mean that you stop doing all business outaccomplish.
some personality assessment tools can cost thousands of dollars, but at Corcoran Coaching, we’veNO opted for a much more affordable offering: a free AUTHENTICITY DIsC assessment. Just visit www.corcorancoaching.com/behavioralstyle. Recognizable personal brands can be very You should be able to ‘breathe your brand’ php and you’ll be guided through a quick questionnaire to learn your own clever and memorable, but if your brand in everything that you do. This is importdominant andlast. how to read as well. isn’t ‘you’,style it won’t If you try toothers put ant not only for your customers, but perout a persona that is different from your haps most importantly for you. There is Yes, needs and wants responding ownunderstanding and the way you people, live yourlistening life, peo- to their a tremendous amount of and confidence that ple will take notice overwork time. and The attention. most comes knowing youisare who appropriately all take Butwith because realthat estate a people incredible it’s personal brands weaveAnd pro-theyou portray, that become, you have the business, simply a must. better at itandyou thehabits, better fessional and personal intoorone. inspiration, knowledge and expertise to living you’ll make asqualities an agent broker. I promise. Your brand becomes an extension of you. back it up.
Best of luck to you!
You can have a2015 recognizable memocards, postcards, brochures, etc. Other peoCopyright©, Bubbaand Mills. All rights reserved.
rable brand, but if you don’t display those ple don’t see them nearly as often, so don’t branding correctly consis- viceapply or compare your own habits and Bubba Millselements is co-owner andand executive president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an international tently across all of your marketing plat- exposure to theirs. Repetitiveness in marconsulting andyou coaching company in only performance coaching and forms, it does little good. In orderthat to specializes keting is not a good thing, it’s essenthe implementation sound systems Real Estate Companies, Mortgage accomplish this taskofwell, youbusiness must step tialinto for retention. Once you determine the Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational back from your marketing and see it the overall messaging and look of your brand, and education speaker, coach and mentor to the top real estate agents and mortgage way others To do.find Youout seemore yourabout socialCorcoran media Consulting that look should continuecall across literally companies. & Coaching, 1-800-957-8353 every day. You see your business every marketing platform you touch. orchannels visit us at www.CorcoranCoaching.com. 14
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NO CONTENT The ultimate goal of personal branding is comfortable producing is the key to keeping to become known as an authority in your it simple. No one wants to be bogged down andchosen they niche. don’t That caremeans for sudden or lifestyle. They also withprocedure producing content. But on the flip side, that youchanges must in likedemonstrate activitiesthe they can start and finish. knowledge, expertise and/ no one knows how much you know until or experience to back up your position. you share it. Great content demonstrates your knowledge and how helps your customers Content that are best expresses youThey’re and your always Compliants thinkers. wondering things work. at the same time. In addition, it serves anbrand could be as simple as a series of They want practicality, logic, fairness and a systematic approach. When other purpose with search engine optimizaphotos, quotes, e-books, video shorts, etc. talking to thinkers give facts, documentation and data. They seek accuracy. Choosing the type of content you’re most tion and attracting prospects online.
They’re motivated by standards of high quality, limited social interaction, detailed tasks and logicalNO organization of ACTION information. CALL TO
You’re spending money to market across using other people’s money’. Your call some personality assessment tools can cost thousands of dollars, but at multiple platforms, so why not take the to action may change with different marCorcoran Coaching, opted for more affordable offering: keting channels or purposes, buta free you opportunity to extendwe’ve an invitation fora much DIsC Just with visityou? www.corcorancoaching.com/behavioralstyle. your assessment. prospects to engage It can should always, always have one. If you want people to do something, tell them a simple call be to action, such as ‘call me phpbeand you’ll guided through a quick questionnaire to learn your own you’d like them to do. That’s how you first’ or more ‘contact me others for a aswhat dominant stylespecific, and how to read well. free home staging assessment’ or ‘download my e-book and learn how to invest
move prospects one step closer to becoming customers.
Yes, understanding people, listening to their needs and wants and responding appropriately all take work attention. But because real estate is a people NOand FOLLOW-THROUGH business, it’s simply a must. And the better at it you become, the better with hundreds of agents, folWhyyou’ll is this included in branding, living make as an agentyou or may broker.munication I promise. ask? Because your brand is your bond. It’s low-through is at the top of the list when it comes to customer complaints. You don’t your handshake. When you say you’ll do Best of luck how to you! something, can people trust you if want to be that person. Putting an incredible you don’t follow through with your prom- message and image out there isn’t enough. must live up to those standards with ise? This is often elementMills. that people Copyright©, 2015theBubba All rightsYou reserved. forget altogether. And in fact, in our com- every customer, every transaction
Bubba Mills is co-owner and executive vice president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), international ® Tonya Eberhart is the Branding Agent to Business Stars and founder ofan BrandFace , LLC. ® consulting andMichael coaching company that specializes in performance coaching Carr is America’s Top Selling Real Estate Auctioneer & BrandFace partner. and the implementation of they sound systems into Real Estatedesigned Companies, Mortgage Together, focusbusiness on personal branding and marketing to help real estate ® professionals become theBubba face of their & a star in their market. BrandFace Companies and Small Businesses. Millsbusiness is a nationally recognized inspirational Real Estate Professionals is a book, speaking and and an exclusive and educationfor speaker, coach and mentor toprofessional the top real estateseries agents mortgage workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. companies. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 For more information, visit www.BrandFaceRealEstate.com. or visit us at www.CorcoranCoaching.com. Top Agent Magazine
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3 Ways to Make Your Workspace Work for You Productivity experts agree that a curated workspace positively impacts productivity and mood, but oftentimes we settle for bland desks and cubicles that lack personalized details or considerations for workflow. Why miss out on the opportunity to optimize your surroundings when it could brighten your day—and boost your performance? Keep in mind some of these tactics to make your workspace your own and reap the benefits along the way. Top Agent Magazine
DETERMINE YOUR WORKING STYLE AND DECORATE ACCORDINGLY For the creative set, a colorful and art-filled workspace can inspire fresh ideas and reduce stress. Likewise, casual yet aesthetically pleasing furniture, accessories, and décor set an inviting yet functional mood. A pop of color from an office tool—even something as basic as a stapler—can inject a sense of fun and modernism into your daily tasks. For the more analytical, right-brained worker, clean
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lines and zero clutter go a long way. A few well-chosen personal photos in tasteful, unassuming frames can provide a motivating connection to the world beyond the office, while accessories and supplies that are sleek, monochrome, and contemporary inspire a sense of calm efficiency. BUILD A WORKSPACE WITH YOUR DAILY ROUTINE IN MIND If you find yourself spending hours on the phone per day, or assembling stacks of documents and brochures, or even coming and going from the office with frequency—there are simple adjustments you can make to your workspace that will save you time and energy. If you sit for long hours—responding to e-mails or making calls—try incorporating an ergonomic chair or keyboard wrist-pad to maximize comfort. If you spend a long time assembling presentation materials, then file organizers, trays, and easy-to-pull labels can shave valuable time off your efforts. Lastly, those who step out for frequent meetings can reduce the hassle of being on-the-go by making your space mindfully organized—a coatrack and a dish for your keys by the door, an auto-brew coffeemaker, or an easily edited whiteboard calendar can make jet-setting simpler.
ADD EASY DETAILS THAT ENRICH YOUR WORKING EXPERIENCE While organization and décor can rally productivity and mood, there are also a few extra details you can introduce to your workspace to improve the quality of your working life. Healthy, easy to grab-and-go snacks—think nuts, homemade trail mix, and fresh fruit— can keep your energy up without the sugar crush or guilt. If there’s a window nearby, a hard-to-kill plant like a philodendron or a fern not only cleanse the air around you, but also provide a welcome connection to the natural world. Being prepared in a pinch is another great way to make your workspace work for you: a spare tie, a tube of lip balm, hand sanitizer, or a box of Band-Aids can save you a trip to the store when an unexpected need arises. While we take great pains to make our homes our sanctuaries—complete with the decorations, furniture, and food we favor—we often overlook our work areas, even though we spend a sizable portion of our week sitting at the same desk. Challenge yourself to add a few of these personalizing, productivity-boosting details to your work area and bring the comfort of home to your working life.
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CHRISTINA HIGGINS Christina Higgins had always been intrigued by the real estate industry. Her grandfather was a real estate investor and owned all types of properties, so she really grew up around the business. After many years of owning a successful marketing company, in 2005, Christina finally decided to pursue her passion. “I was a single mom with four kids, and my oldest was finally able to drive, which gave me a little more flexibility. I knew that my love for helping people, combined with my expertise in marketing, made real estate a perfect fit. So I made the leap and I haven’t looked back since.” Last year Christina started a small team that includes a licensed assistant, as well as two buyer agents. They serve the Greater Cleveland area and are at Howard Hanna’s Westlake office, one of the largest in the company. “I’ve been with the same company since starting and the thing I love about it is that it’s family-owned and you can just feel the positive environment that fosters. They really care about their agents and the communities that we represent. Now with my team, I have the opportunity to pay that forward. My team members are all new to the business, and I’ve really enjoyed mentoring them, and seeing them grow their own successful businesses.” Christina has built her reputation on providing an exceptional customer experience to everyone who works with her. “I never push anyone off to an assistant. When you hire me, you get me. I handle everything and I’m always their direct contact. My clients like that I answer calls and questions. I do my research and always advise them with a good, educated opinion about what we’re doing. I think I’m also fun to work with but a hard worker, and that keeps my clients happy. “
Christina’s way of doing business is definitely paying off and has earned her an impressive 90% rate of repeat and referral business. “I really want people to see me as their Realtor® for life. After the transaction is over, I stay in contact with them. I still do local advertising as well, whatever I can do to keep in people’s minds. Of course no advertising is as effective as providing service that goes above and beyond, and that’s always my goal.” Chirstina’s marketing background is another thing that offers her clients a distinct advantage. “I expose my listings everywhere, especially on Facebook where I boost posts and target the the most likely buyers. I hire a professional photographer and use my marketing expertise to highlight every property’s selling points when I write the description. I also do a lot of networking. I’m often able to find the perfect buyer before a home even hits the market.” Christina is actively involved in the community and is a member of the Ladies Guild at her church, as well as the local Builders Industry Association. When she isn’t working, Christina loves to travel and enjoys trying new foods and restaurants. Christina would like to continue to grow her team, but never wants to grow so big that they lose sight of who they are. “I still love the rush I get when I help someone achieve their real estate dreams. That really is the end goal we are striving for in every transaction. I love what I do. The high I get when I help someone and see the happiness on their face is what keeps me going.”
To learn more about Christina Higgins please call 440- 227- 3636 or email email@example.com
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Copyright Top Agent Magazine 19
Why Doesn’t Training Work for You? by Carla Cross
Why isn’t your training working for as a ‘performance art’, not a you? Every company says they ‘knowledge pursuit!’ ‘have training.’ Yet, whether you’ve been in business 2 days or 20 years, Big question for you: Think of your you’ve probably felt frustrated that last 3 trainings. What were you doing those hours spent in class—listening in class? Listening to the ‘expert’? to someone at the front (the Or, were you putting to work what ‘expert)—didn’t do you any good. you were learning—while in class, There’s one reason training doesn’t so you could get valuable feedback work—and here’s how to make it before you ‘practiced’ on real work for you, so you don’t waste people—your clients? precious hours in training rooms. What you need to be doing in class Training doesn’t work because it’s to assure you can do it ‘for real’: not taught right—and the people in the class aren’t doing what needs to • If it’s appropriate, you need to role be done for training to make a play (like answering objections, giving a listing presentation, etc.) difference in their lives. Here’s what training needs to help • If appropriate, you need to you every time you’re in class: differentiate (like finding mistakes in a purchase and sale agreement). Training must have action inside class to be effective for you. • If appropriate, you need to practice the actions in class and then What do I mean? go out and do it with a ‘real person’—the client—and come back I mean we have to look at real estate and tell how it went (practice a 20
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listing presentation, do it ‘for real’, Real Estate: Performance Art and come back to class and refine it). or Knowledge Pursuit? None of these things happening in class? Make it work anyway. Take the ‘actionable’ items you learned in class and go do them—for real— within 3 days of going to class (otherwise we only remember 10% of what we heard!). Now you’ve made your own action plan. Trainers: I just videos showing training work. uTube channel. Top Agent Magazine
Let’s be honest: Do you know someone in your office who seems to know everything—but doesn’t sell a stick of real estate? Sure. That’s the problem with treating real estate as a ‘knowledge pursuit’. It has little to do with results. It’s a performance art. How you perform in the field—with real clients— did a series of 5 determines your success. how to make your See them on my Big question for you: Which kind of agent are you? A ‘performance art’ 21
How you perform in the field—with real clients—determines your success. agent or a ‘knowledge pursuit’ agent? Which is easier to become? Your Training Should Resemble a Piano Lesson
will ‘do it’ for you 3.Relying on ‘on demand’ video. Many large franchises are providing video on demand training. Brokers may be relieved that this is going to take training off their plates. I wish. Unfortunately, video training can provide very limited production results. Why? Because people don’t learn much by watching video. Yes, they learn a little. They observe someone else doing something; they get information. But, they don’t have to take action.
As a long-time pianist and teacher, I know intimately that, if you don’t practice, you can’t play (or you play badly)! Think of effective training like a piano lesson. You practice outside class. You come prepared. You get tips and modeling from your teacher. Then you practice in class with your ‘coach’ watching and listening. Then, you ‘go out in the field’ and practice. You come back When you’re ready to get results ready to perform for your coach from your training, you’ll be ready to treat your training like the power again. That’s effective training. tool it really can be. Here are 3 things that don’t work in training (and things for you to avoid): Carla Cross, CRB, MA, is an international 1.Listening for a long period of time and thinking you can do it (you already know that, from your experiences, right?) 2.Thinking most company training 22
speaker and president of Carla Cross Seminars, Inc. and Carla Cross Coaching. A former national Realtor Educator of the Year, Carla is known as one of the ‘go-to’ experts in her profession. She’s written training and coaching programs for most of the major real estate franchises. Contact Carla at 425-392-6914 or www.carlacross.com. Top Agent Magazine
PETE PRITCHARD Pete Pritchard got his start in the real estate industry as an investor. “I was purchasing foreclosed properties and renovating them myself and then reselling them. It was while I was renovating one, that I injured myself, and decided that maybe I needed to change my focus. I decided that I wanted to help people achieve their own real estate goals whether that was buying or selling a property. It really has been a perfect fit for me.” Since 2004, Pete has been one of the most sought after Realtors® in Southwest Ohio. Although he covers several areas, he primarily focuses on the Greater Cincinnati area. Pete excels in all types of transactions, but he has a particular knack for working with first time homebuyers, and investors. Pete has an impressively high rate of repeat and referral business, something that he considers the greatest compliment. “There is no better sign that you’ve done a wonderful job for your clients than when they trust you enough to recommend you to their friends and family. I’m always honored by that.” If you ask Pete’s clients what they love about working with him, they would say that he truly goes above and beyond to make their lives easier. “My goal is to keep people happy. I have my own cargo van and after I close a deal, I help my clients move. With listing clients, I’ll help them do any repairs they might need. On my website I have a video of myself mowing a client’s lawn because they had suffered an injury and couldn’t do it. I’m proud of how far I go to help my clients out.”
Helping people in his career is a natural extension of who Pete is in all aspects of his life. He really is passionate about giving back. He is a member of National Board of Realtors, the Ohio State Board of Realtors, Cincinnati Area Board of Realtors, and the Delhi Business Association. He is so dedicated to his community, that for the past 37 years, he has been a firefighter with the Delhi Township Fire Department and has volunteered at Our Lady of Victory Food Pantry since 2010. Pete is also a founding member and trustee for the Delhi Historical Fire Museum Society since 2002, along with the Delhi Historical Society. Pete spearheaded the 2016 Bicentennial celebration and fundraiser that was responsible for the building of a concert venue at the local park. He also was instrumental in the creation of the local fire museum, that is a valuable educational venue in town. “I do what I can to get out there and make things happen. I’m really able to accomplish what I set my mind to, and that’s a testament to who I am no matter what I’m doing.” When Pete isn’t working or giving back his time, he’s been a member of the Chevy Classics Car Club since 1979 and has spent many hours restoring a 57 Chevy that he like to show at parades and various events. “Who doesn’t think I’m not marketing their home, when I roll up to their home in a ‘57 Chevy with my company name on it!” he says. Pete would like to continue to grow his business, and provide even more people with the exceptional customer experience that he has become well known for. “Helping people achieve their real estate dreams is very rewarding. Seeing the joy on their faces at the closing table, and knowing I’ve helped them transition into the next stage of their lives gives me a feeling of accomplishment.”
To learn more about Pete Pritchard call 513 - 706 - 9249, email firstname.lastname@example.org, or visit seepete.com http://
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