2. Open your mouth and hope
something flies into it
Flight of the confused
bumblebee
2
AGENT LEAD GENERATION PROGRAMS
3. Top 2 Answers
1. Referred by (or is) a friend,
neighbor or relative
2. Used agent previously to
buy or sell a home
3
HOW BUYERS FIND REALTORS®
52%
40%
12%
4. 4
HOW SELLERS FIND REALTORS®
Top 2 Answers
1. Referred by (or is) a friend,
neighbor or relative
2. Used agent previously to
buy or sell a home
60%
38%
22%
5. 1. How many people know that you are a
REALTOR®? (insert your own number)
2. Percentage that will move this year (NAR studies
indicate that people move, on average, once every ten years)
3. Number of people that you know who will
move this year (Multiply #1 by #2)
4. Captured business (Multiply #3 by 70%)
5. Average commission earned (Average sales price
($153,000) X Average commission percentage (5.85%) X Co-op
commission portion (50%) X Agent split (50%) X Berkshire Hathaway
HomeServices franchise fee (94%))
150
5
THE POWER OF YOUR DATABASE
10%
15
10.5
$2,103.37
6. 6. Commission income from your database (Multiply #4 by #5)
$22,085.38
6
THE POWER OF YOUR DATABASE
7. If you increase the number of people in your database
7
PLAYING WITH THE NUMBERS
200
$29,447
350
$51,533
500
$73,618
12. 12
THE FORMULA DOES NOT ACCOUNT FOR
. . . referrals from outside your database
13. 13
WOULD BUYER USE REALTOR® AGAIN
OR RECOMMEND TO OTHERS *
* 2014 Profile of Home Buyers and Sellers, National Association of REALTORS®
60%
80%
50%
70%
40%
30%
20%
10%
0%
Definitely Probably Probably Not Definitely Not Don’t Know
73%
15%
5% 5% 1%
88%would probably use you again
or recommend you to others
14. 14
HOW REPEAT BUYERS FOUND THEIR
REALTOR® *
* 2014 Profile of Home Buyers and Sellers, National Association of REALTORS®
17%used agent previously
to buy or sell a home
15. 15
THE UGLY TRUTH
Unless you do something about it today . . .
80%. . . over
will use another
REALTOR® in the future
19. 19
1. SELECT YOUR DATABASE
Get recommendations from peers
Find out how much it will cost to use
Trial version available?
Invest time to learn the program
20. 20
1. SELECT YOUR DATABASE
Popular Customer Relationship Managers (CRM)
Lead
REsource
21. 21
2. FEED YOUR DATABASE
Gather all the names, addresses, telephone numbers
and e-mail addresses of everyone you know
Use the ‘Memory Jogger’
22. 22
2. FEED YOUR DATABASE
Continuously look to add new people to your
database every day
23. 23
2. FEED YOUR DATABASE
Learn how to ask for referrals
The two best times to ask for referrals:
Signing contract
Settlement table
24. 24
3. TOUCH YOUR DATABASE
Initial Mailer – Enroll them in a ‘Customer
Appreciation Program’ and include three cards
Phone Calls – Obtain contact information that is
missing from your database
25. 25
3. TOUCH YOUR DATABASE
Personal (Handwritten) Notes – Make it a habit of
sending three per day to your database (and others)
Pop-bys – Visit one person in you sphere of influence
per week
Hi!
26. 26
3. TOUCH YOUR DATABASE
Market Updates – E-mail monthly ‘Market Activity
Report’ from Seller Advantage within Lead REsource
27. 27
3. TOUCH YOUR DATABASE
Items of Value – Send out one piece of information
per month regarding real estate (i.e. tax tips, home
maintenance, area info)
28. 28
3. TOUCH YOUR DATABASE
Just Listed/Just SOLD/Open House Notices
eCards – Notify your database of your activity. Produce the eCards in
the Marketing REsource in minutes. Easily download your database
to keep them informed.
29. 29
3. TOUCH YOUR DATABASE
Just Listed/Just SOLD/Open House Notices
Mailers – Notify neighborhoods of your activity. Produce the
postcards in the Marketing REsource in minutes. Create mailing lists
with the link to XpressDocs.
30. 30
3. TOUCH YOUR DATABASE
Social Media– Know what is going on in the lives of
people in your database and interact with them
31. 31
3. TOUCH YOUR DATABASE
Coffee/Lunch – Target the very best 20-25 in your
sphere of influence (and let them know it)
32. 32
3. TOUCH YOUR DATABASE
Making phone calls for Coffee/Lunch
Have passion in your voice
This is a business meeting, not a social
Make them feel special
Look at their social media sites before you call
33. 33
3. TOUCH YOUR DATABASE
Coffee/Lunch Agenda
Have an ‘I care’ attitude. Ask and listen.
34. 34
3. TOUCH YOUR DATABASE
Coffee/Lunch Agenda
Give them information of value
Interest rates
Buyer’s vs. Seller’s market
Absorption rates
Neighborhood conditions
35. 35
3. TOUCH YOUR DATABASE
Coffee/Lunch Agenda
Ask for referrals a couple of times
Who do you know that is looking to buy or sell a
home in the next 3-6 months? (then keep silent)
Do you know anyone about to encounter a life
altering event (i.e. divorce, getting married, having a
baby)?
If they run into someone this year that mentions real
estate needs would they be willing to give them your
name and number and get the client’s contact info?
36. 36
3. TOUCH YOUR DATABASE
Coffee/Lunch Agenda
Pick their brain for ideas
How can I improve what
I’m doing?
What do I do well?
What do you see others
doing that I should
consider doing?
37. 37
3. TOUCH YOUR DATABASE
Coffee/Lunch Agenda
Pick their brain for ideas
What are a couple of
things that made them
successful in their
business?
How could you use social
media and technology to
more effectively help build
relationships?
38. 38
3. TOUCH YOUR DATABASE
Coffee/Lunch Agenda
REMEMBER; they are one of a special few. You
value their opinion. Make them feel like they will
be a part of your team.
Notas do Editor
Hi everyone. My name is Tom Blefko, I’m an Associate Broker with Berkshire Hathaway Homesale Realty. Today’s session is entitled, “Building Your Database & Expanding Your Sphere of Influence.” This is part of the Quick Start Essentials program for New To Business Agents.
Just a couple of reminders before we get started. You’re trainer has provided you with an accompanying handout where you can follow along and take notes during this presentation. In addition, once you have viewed this program, you need to put it into practice. Real estate training programs are worthless unless you, the agent, put the ideas and concepts into action. If you need help getting started, see your Director of Operations who will help you implement this program into your business and ultimately lead you to success in real estate sales.