Texas 3-26-18

TEXAS EDITION

Are You a VALUE-ADDED AGENT? MANAGERS AND TEAM BUILDERS: Four Principles to Develop a Great Team

5 SOCIAL MEDIA MISTAKES Real Estate Agents Must Avoid I’ll Take 2 Pounds of Confidence and 3 POUNDS OF SELF-ESTEEM! COVER STORY

JEANEEN PRUITT

TEXAS EDITION

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JEANEEN PRUITT

CONTENTS 4) ARE YOU A VALUE-ADDED AGENT? 13) MANAGERS AND TEAM BUILDERS: FOUR PRINCIPLES TO DEVELOP A GREAT TEAM

JEANEEN I’LL TAKE 2 POUNDS 18) PRUITT AND 3 OF CONFIDENCE POUNDS OF SELF-ESTEEM! 22) 5 SOCIAL MEDIA MISTAKES REAL ESTATE AGENTS MUST AVOID

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Are You a Value-Added Agent?

I’ll bet if I asked ten real estate agents, all ten would answer ‘yes’ to that question. Yet, when I ask agents how they are value-added, they say things like: • I communicate regularly with my clients.

• I have a written listing presentation.

• I am honest.

• I am trustworthy.

Are these ‘value-added’ attributes? Or, does the client expect these attributes and services?

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Are these exceptional services or average services? I’m writing this article at the beginning of a New Year. It’s a perfect time to re-assess your professionalism and master being that ‘value-added’ agent.

Client Expectations are Higher than Ever Unfortunately, too many real estate agents assume they are ‘value-added’ because they are providing the services they want to provide— Top Agent Magazine

the services they think the client values. However, there’s a real client out there, and the client has different expectations. How do I know that? Because so few agents regularly survey their clients. In fact, when I’m speaking to an audience, I survey them, and find that less than 25 percent gather after-sale surveys! So, the majority of agents don’t know if the services they are providing are average or exceptional.

Why Bother Being Exceptional?

• Because you want to set yourself apart.

• You want to create client loyalty.

• You want to create at least 50 percent of your business from client referrals (the latest National Association of Realtors survey Profile of Members found that the average Realtor got only 18 percent of their business from referrals. That’s a hard and expensive way to run a real estate business!

• Because you want to run a more pleasant, profitable business.

Four Actions Value-Added Agents Take How can you identify value-added agents? By their actions. Here are four actions I believe show agents that are above just ‘average’. The principle here is:

Watch the actions, not the words.

If I were a manager, or a seller or a buyer, and I wanted to find a value-added agent, here’s what I would look for: Top Agent Magazine

1. Has a database and populates it This agent is committed long-term to his clients and to his business. He uses a contact management program (CRM) to manage ‘leads’, so none are lost — and clients do not feel neglected. After all, it takes much longer today to convert a ‘lead’ to a sale than it used to take.

Actively using and maintaining a CRM means the agent is committed to forming long-term professional relationships over time.

Other demonstrable actions concerning the agent’s CRM are: • Has a rapid-response method to deal with Internet inquiries and other inquiries via email. (The average client expects a response within eight hours—but a recent survey showed the average agent responded in 50 hours!).

• Has a method to follow up on all leads until they ‘buy or die’. As a client, that means I won’t get lost. As a seller, it means my agent will follow up with all leads and give it 100 percent to sell my home.

2. Invests in the technology and follow-up pros have This agent makes every decision based on their vision of their career at least three to five years in the future. For example, instead of selling someone a house anywhere just to get a sale, my value-added agent sells only in an area they define as their ‘target area’. That way, they’ll get known, and can build on their reputation.

The value-added agent has the ‘guts’ to turn down business! Because they care more about the well-being of the client than getting one grimy commission check, they learn to 5

‘tell the truth attractively’, and work harder to retain the client than to make one commission.

Adding those Client Benefits to your Dialogue

3. Works for referrals, not just sales I said the agent learns to ‘tell the truth attractively’, even if the buyer or seller may not want to hear it. For example, if it’s in the best interests of the seller to list their home at a lower price, the value-added agent has the strategies and the statistics to prove that the seller won’t be well served by pricing higher.

Of course, it’s not enough to actually take these actions. You need to explain to the client why these actions are in their best interests, and how you stand apart from most agents by employing them. Why? Because your client won’t know you run your business so professionally.

And, the client probably doesn’t know most agents don’t run their businesses this way!

And, this value-added agent has the intestinal fortitude to walk away if they know the home will not sell at the client’s desired price (but doesn’t have to too many times because they create a stellar reputation amongst their clientele).

TIP: Always show your clients, don’t just tell them. You do have a Professional Portfolio and evidence on your website, don’t you?

4. Keeps the buyers and sellers’ best interests in mind Our value-added agent makes every decision to grow trust, not just to make a fast buck. For example, the agent sits down with a prospective couple and finds out they can’t purchase right away and creates a plan with them to save for their down payment. Then, the agent keeps in touch over a period of months, offering helpful information and market updates.

Put Yourself to the Test

How many of these actions P. S. Managers and team leaders—two tips do you exhibit?

What do you want to work on to become a true 1. Call each of your agents’‘value-added’ phone mails.

What’s the impre agent?

Are they professional? Do they state the company n TIP: represent your culture and image?

Managers, give your agents a 2. Create a quick class in phone messaging using the ‘test’ on these four points.

In other words, this agent practices seller or buyHow many pass? this blog. er agency representation, not ‘agent agency’!

Copyright ©, 2016 Carla Cros

Carla Cross,CRB, CRB, MA, is theoffounder andSeminars, president Carla Cross & Carla Cross, MA, President Carla Cross Inc.,ofand Carla real management and sales.

Herspecializing internationally s Crossestate Coaching, is an international speaker in realbest-selling estate management and Running business planning for all professionals. agents, Up and in 30 Days, is real nowestate going into its 5thHer edition sevenexperience internationallyas published books, including Up and Running in 30 Days , vast a top-selling agent and award-winning manage and 20 agent and management programs have helped thousands of real sales podium, blending her musical background with her proven estate professionals to the greater productivity and teaches profitability.someone Reach Carla strategies (she uses piano AND even to at play—fa 425-392-6914 or www.carlacross.com. and practical).

Find out more at www.carlacross.com.

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JEANEEN PRUITT 7

JEANEEN PRUITT Top Agent Jeaneen Pruitt, leader of the JP Team in Midland, Texas has spent nearly two decades establishing herself as a Realtor who can be trusted. Whether working with buyers or sellers, Jeaneen approaches each transaction with authenticity, integrity, and a true desire to help her clients achieve their real estate dreams.

Jeaneen began her sojourn in real estate nearly two decades ago, when her children were in high school and, as she says, “I started seeing 8Copyright Top Agent Magazine

the empty nest happening.” Since then, she has vaulted to the top of her profession, where she and her team can claim 25% of the local real estate market.

The JP Team consists of fourteen women, Jeaneen included. The success of the team can be measured by the impressive rate of repeat and referral business they conduct, which hovers at around 60%. When asked what accounts for this level of client loyalty, Jeaneen replies, “Our Top Agent Magazine

customer service is what keeps them coming back. It’s really personalized. One thing we love about our team is that we’re structured so that for every aspect of the transaction, there’s someone appointed to oversee it, whether that’s photography, staging, attending the closing or negotiating.” Jeaneen prides herself on the culture of her team, and enjoys her status as a mentor. “One of the reasons I started a team,” she explains, “is, of course, to have a better and full-service experience for our clients, but mentoring is probably my second most important goal.

It’s rewarding to help and watch other women grow and become top of their craft, too.”

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Honesty and authenticity are hallmarks of The JP Team. “My clients always tell me that I’m a straight shooter,” says Jeaneen. “I’m direct, but not blunt or rude. They can always count on me to give them real advice. I spend more time telling my clients what NOT to buy than telling them what they SHOULD buy. They love that because they know I’ve got their best interests at heart. I love being in a place in my career where I don’t have to sell a house.

I want them to get the right house, and I think my clients are confident about my motives and my advice, because they know it really is tailored to their needs.”

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“The minute I meet a client the first thing I do is to start thinking about how I can find them the right house, or help them with financing if they’re having trouble. I enjoy figuring it all out.”

Jeaneen thrives on what other agents may perceive to be the most challenging aspects of their jobs. “Solving problems and negotiating are, hands down, my favorite parts of what I do,” she says. “The minute I meet a client the first thing I do is to start thinking about how I can find them the right house, or Copyright Top Agent Magazine Copyright 10

help them with financing if they’re having trouble. I enjoy figuring it all out.”

Jeaneen and her team believe that giving back to their community is of paramount importance, and to that end they participate in numerous local philanthropic events, Top Agent Magazine

including school fundraisers, volunteering at local food banks, a community crisis center and Meals on Wheels, among many other endeavors. When Jeaneen isn’t working or giving back to the community, she enjoys Top Agent Magazine

traveling, cooking (“I’m a bit of a chef”) and flying with her husband, a licensed private pilot. She’s also a wine aficionado, and travels to the Napa Valley at least once a year.

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The future looks bright indeed for The JP Team.

“I’m working right now on getting everything fine-tuned and functioning smoothly so that I can franchise,” she says. “I want to grow our team and have one in different cities.”

When asked what advice she might give less-seasoned agents, Jeaneen replies, “I

think a lot of it is just dedication. What I love about a lot of us who are good at this is that it’s not just a job. You have to be dedicated to making sure that the overall experience is great for everyone you encounter, whether that buyers or sellers, or co-workers or other agents. My team is all about respect and cooperation.”

For more information about

JEANEEN PRUITT,

please call 432-557-9212 or email JP@ISELLMIDLAND.COM Copyright Top Agent Magazine 12

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Managers and Team Builders: Four Principles to Develop a Great Team

By Carla Cross “I work alone.” “I don’t need to be a member of a ‘team’”. We’re heard that for years in the real estate industry. Yet, the strongest, fastestgrowing real estate companies have team building as part of their cultures.

Agents who want to expand their businesses create teams. So, TEAM is no longer a four-letter word. The importance and implementation of leadership through teamwork and synergy is back in style in the real estate industry.

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Why Building a Strong Team is Important to Agents AND Management

As with all industries, the real estate industry is evolving. We’ve gone through the ‘go it alone’ phase. Because we’ve gotten more sophisticated in business. We realize that no one succeeds alone. We understand now that people working together create something more substantial than the sum of the parts. In addition, 13

with the challenges in the business, we finally get that many minds focused on the same task can accomplish much more than each person working as his own little island.

Supporting this trend, strong company cultures have emerged which encourage and reward teamwork instead of solely independent achievement.

Do you have a job description for each of your team positions?

Do you provide it prior to hiring?

Talking About Team-Building is a Slam-Dunk

It’s much easier to talk about teamwork than to create a team. One of the reasons is that most of us have never worked as a team before. As an agent, I didn’t create a team. But, in my management career, I worked to create teams with common focus.

How did I learn how to create great teams?

An Unlikely Place to Learn Teamwork

My first experiences in great teams, and then leading teams--comes from the world of music. I’ve created and Franklin D. Roosevelt said, “People led teams as a jazz musician. I’ve acting together as a group can accom- played in exceptional orchestras plish things which no individual (I’m a flutist). I’ve seen conductors acting alone could ever hope to bring pull together one hundred disparate, temperamental, independent musicabout.” ians as an inspiring team. (It’s a lot If you’ve ever played on a sports like managing a real estate office!). team, you know the chaos that en- So, the four truisms here come from sues when every player tries to be the my experience in both worlds—the star—to go her own way. That’s not musical performance world and the a team. That’s a group. You may also world of real estate team-building. know the joy of playing on a team that shares a common focus and It’s Not Just About Developing commitment to excellence. What a YOU as a Leader difference! What if you could bring that into your real estate office or You may think that, as a leader, your your agent team? job is to find team members that 14

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Just because people accept a position doesn’t mean they know how to proceed with the job. They need to have clear direction, a job description and a firm understanding of the responsibilities--prioritized. Do you have a job description for each of your team positions? Do you provide it prior to hiring? Do you coach to One of the differences between lead- it? Do you help your team members ing a group and leading a team is that, get so good at it that they can start in a successful team, team members training new team members (move also become leaders, and think like into leadership)? leaders, looking out for the good of the team, not just for themselves, In “Teamwork is the primary other words, will work well together. That’s true, as far as it goes. But, your ultimate job is to train and coach those team members to start doing some of the leadership jobs you’ve done. That way, you can keep moving to higher levels of leadership. You can expand and sell your business.

ingredient of success.”

Leaders develop leadership on their team.

Otherwise, leaders are not really leading. They’re managing—or micromanaging. From developing leadership over a couple of decades, I’ve found four major truisms for developing your team with strong internal leadership. These principles apply whether you’re in management or in sales interested in building a team.

Principle #2: People don’t know WHAT to do to get the job done.

Even if you hire someone who has real estate experience, it doesn’t work to leave it to them to figure what exactly needs to be done—from your point of view. They don’t know your priorities. They don’t know how you work. Do you have processes and systems in place to teach them exactly what needs to be done?

The Principles to Developing Team Leadership

Principle #3: It’s your job to teach them HOW.

Principle #1: People don’t know what’s expected of them.

Some people think “leaders” are the “idea people” and aren’t supposed to

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get into implementation. But if you want your team to excel, you must show them how. Having worked with assistants for over 15 years, I have found that assistants and team members need help in systemizing any process that you want done. They need help in developing dialogues to deal with affiliates and consumers in the way you expect. They are good at systemizing their own processes-but not good at all at systemizing ours! Help them.

regularly”. Hold your team members accountable for each step along the way to completion of a task as well as the end result. Do you have solid, measurable benchmarks from which to measure? How do you know you and they are succeeding?

All systems in place? Do you have foundational systems in place from which to improvise? Do you have a solid training program to bring a new team member on board? Do you a method to ‘clone’ yourself to develop someone who can take over your job?

Vince Lombardi, one of the greatest football coaches of all time, said of teamwork, “Teamwork is the primary ingredient of success.”

The pay-off for developing competency and leadership skills in all of your team members is a business that is ‘owned’ by all those involved, with empowerment assured.

Your goal is to develop processes, systems, and training for your team members—all which reflect your philosophy of how you do business.

Principle #4: When accountability They reflect your values and your factors aren’t built in, things don’t culture. Bring them into a leadership get done. mentality with you, so you can delegate more responsibilities and There’s a great difference between finally replace yourself! “do it the way you want” and expecting results and “do it the way you Copyright©, 2015 Carla Cross. All want and let’s check how it’s going rights reserved.

Carla Cross, CRB, MA, is an international speaker, writer, and coach, specializing in real estate management. Her Leadership Mastery Coaching program is unique in the industry.

A National Realtor Educator of the Year, Carla was recently named one of the 50 most influential women in real estate. Join Carla’s Community and receive special offers and free resources. Contact Carla at 425-392-6914 or www.carlacross.com.

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I’ll Take 2 Pounds of Confidence and 3 Pounds of Self-Esteem!

By Barry Eisen

At least a few times per month I get emails and/or calls asking me to help develop confidence and a positive self-esteem. When you’re hot you’re hot and when you’re not, you’re not. Life has its ups and downs and occasionally everyone feels like they’ve run out of gas and nothing they seem to do works. When you’re in a slump the world can look overwhelming and against you. The more you think about you’re victimhood, the more out of control you feel.What you focus upon becomes larger. Confidence, positive self-esteem...these are just words and something experienced many moons ago. Talk it out with your spouse? Sure. See a therapist? Maybe. Get a coach? Good idea. Call a hypnotist...that’s where I come in, but maybe not in an obvious way.

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Hypnosis can be of help in so many areas such as controlling weight, memory improvement, reading faster, stopping smoking, becoming a great public speaker, prospecting and growing a business, eliminating fears, becoming a better golfer/tennis player/baseball player etc., sleeping and energy, controlling pain control in dentistry and child birthing, improving wellness, passing tests and so much more. This is not an over statement. Hypnosis is a performance enhancer because it taps into the best parts of who we are to make the changes necessary to make the changes to evolve ourselves.

But “programming” ones mind for confidence and positive self-esteem is not something I’ve seen done effectively. The subconscious says, “What does that mean?” “Give me a picture, what do you want?” Read any neuroscience to know (or simply use common sense) that the subconscious needs specific direction (words, pictures and supportive feelings) for these clear messages to be acted upon. A general business plan is usually a recipe for disaster. A poor teaching plan will confuse students. Mixed general messages given to a 3 year old will produce erratic behavior. A loose navigation plan will have ships traveling in circles. Just like many people.

Instead of working on confidence and positive self-esteem, does it make sense to instead, work on a solid business target of success and develop a business plan that will get you there? If you’re planning for the future, is it not a better idea to set an end result and develop strategies that will make it happen? If you’re looking for better health, doesn’t it make sense to set a target for excellence and back it up with a realistic exercise and eating approach that will insure success?

The confidence and self-esteem will come along automatically. Create the goal, take action, do the work, be consistent. Your business will never grow more than you do. Your health will never get better without you stretching out beyond who you now are. Your relationships will never be more secure and supportive than you are of yourself. Your confidence and self-esteem will never grow without a reason.

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Before you therapy or drug yourself into confidence and self-esteem, at least try (Oh! I hate that word) the 10 organic following ideas for 2-3 weeks.

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Set goals that stretch you out and force you to grow. You can’t be depressed when you’re learning something. Learning takes you out of your egocentric predicament.

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Create timelines/target dates for goal accomplishments. This establishes a sense of urgency. It puts a little “gitty up” in your step and mind.

List your actions of the day on your To-Do list and prioritize all items.

Doing the A’s and crossing each off as done, will put a smile on your face and a jolt of small energy in your life. (Accomplishment feels good.

Could you use some “feel good”/self-esteem?) You’ll start looking forward 20

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to these little positive jolts and do what is necessary to have them. If I was talking cocaine...that would be a bad thing, but since I’m talking non drug human motivation...that would be a good thing.

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If you’re just feeling flat for no obvious reason, take on an interest/ hobby/project that’s been on your mind in the past. Learning stimulates blood flow to different parts of the brain and increases endorphin flow.

(E.g. Calligraphy, sailing, martial arts, reading sci-fi, etc.)

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Follow through like your hair’s on fire. Show yourself what you CAN DO! Create some appropriate reward for the accomplishment.

Balance your life with goals in physical, financial, emotional, educational, family, social and spiritual areas. Sometimes more is better.

Purposely smile more, laugh easier, hold eye contact a little more (obviously, not in a creepy way) and present a stronger posture.

Learn to relax to slow down, put things in perspective, ask yourself how you feel and how you’re doing 2 or 3 times during your day. Don’t let the day rule you. Be present. Pay attention.

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Act “AS IF” you were already doing things with confidence, making decisions with authority and living the life you want to live. You become what you think about.

Barry Eisen teaches personal development seminars and coaches Southern California top producing REALTORS®. “Your business will never grow more than you do” is the theme; self hypnosis and behavior modification are the tools for playing a bigger game. barryeisen.com, barryeisen@LA.twcbc.com 818-769-4300

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SOCIAL MEDIA MISTAKES

Real Estate Agents Must Avoid There is perhaps no greater marketing tool for agents these days than having a large presence on social media, but there is more to social media marketing than just opening an account and gaining followers. A lot of agents forget the social part of social media. It’s all about engagement, but it needs to be the right kind of engagement. This can often be the first impression potential clients or industry peers have of you, so make it count. There is no second chance to make a first impression, and that is especially true for real estate agents. Here’s just a few things you want to avoid.

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1 Using it to Vent

Social Media is a great place to complain and commiserate about things, but save that for your personal page. A real estate transaction is already a stressful ordeal, the last thing anyone wants is someone who seems like they’ll bring a negative energy to the process. Even worse?

Bad mouthing other Realtors® or listings. You’re selling yourself and your skills, so don’t sell anything that shows you in a bad light. Much like marketing a property, everything you put out should be professional and inviting.

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Lack of Consistent Branding

Yes, social media is about social engagement, but it’s also about creating brand recognition. While you don’t want it to be purely promotional, you are running a business, so create a consistent branding across all social media platforms. If you can afford a professional graphic designer to help you out with this, that’s great. But at the very least, have the same profile pic, cover image and highly visible contact information, across the board. And don’t forget to share links to your other accounts, some people prefer different social media applications.

3Not Posting Enough

It’s good to create a schedule of how many times you’ll be posting per day and to pick times when you might have the most engagement.

Don’t over do it, but three posts a day at the right time, tends to be a good goal. There are numerous tools on Facebook, for example, that

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can let you see when interactions are the highest.

Stick to your schedule and adjust accordingly.

It’s also important to not just post your listings.

Be a resource for people who follow your page.

Post community events, or other informative articles that are relevant to home ownership.

Be a page they want to follow even when they aren’t buying or selling a property. They’ll remember you when the time comes.

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Not interacting With Your Followers

It’s called social media for a reason. The more you engage with your followers, the more they see you as a real person, and not just a marketing tool. Not only do you get to know your past clients and potential clients, on Facebook, engagement actually will make your posts seen by more people. So it’s a win/win.

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Not Sharing or Linking to Others

It might not seem like a good idea to not promote the blogs, pages or listings of other people, but it’s not only an excellent way to build goodwill, it will also increase your own presence when they reciprocate. So make a point to share posts and links for local businesses and even the blogs of your peers, if it’s a post that offers valuable insight into an expertise you don’t have. That will encourage them to share your posts and even your listings, which will increase your potential buyer pool. This is another incentive to create your own blog. Unique informative content is always of value, and more likely to be shared than promotional links.

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