At the end of June Agents notice that a substantial part of the year is passed. Six months, or one half of the year is behind us. That makes some Agents anxious and nervous about how the year will wrap up. Others are excited and eager. The difference is completely based on each Agents feeling about how they are doing. Following are four of the best solutions to being excited and eager about your business instead of anxious and nervous.

1. 1. How you feel about your business is a distraction that is more likely to hurt your business than help it. If you feel bad it may motivate you, more likely it will de-motivate you. And if you feel good it may motivate you or it may make you complacent. I am a HUGE believer that your “attitude dictates your altitude.” However, in terms of your how you are doing in your business it is your measureable results that dictate your success, not your attitude. Focus on measurable results. So…
2. 2. What gets measured gets done. You get what you inspect not what you expect. What measures do you keep track of? What measures are you aware of? Do you have a sales goal for each month? If not, start there and set one now for July, August, and every month to the end of the year. Be sure it is open sales; in other words what you put under contract not what you close, in June etc. You must measure what you have the most control over. In terms of sales volume you have much more control over what you will put under contract each month than what you close that month.

   Do you have a listing goal for each month?  Set those too.

3. 3. Look at your monthly sales volume and listing goals every day. Yes, every day. Of course there are days they won’t change. And of course you will remember what those goals are and how you are doing if you only look at them a few times a week. But you won’t do it unless it is a habit. It will take you… oh, let’s say… thirty seconds, maybe less because you could be looking at a goals sheet on paper or on your computer while you are having breakfast so can do it in N.E.T. (no extra time). When you have those goals set and you look at them every day, it prevents lengthy slumps and it motivates you in the most effective and legitimate way.
4. 4. Choose, right now, what success in your Real Estate career will do for your life that you desire most. What is it? Will it reduce the stress of unpaid bills? Will it buy you another income property, fund college educations, pay for that surgery, allow you to take that trip or take the trip with greater ease and enjoyment. What is it for you? And once you hit on that thing that gets your juices flowing, that thing that creates a sense of excitement in you, when you hit upon that thing; write it down. And each day as you look at your goals connect that desired outcome with those measured results. That $400,000 of sales in June means that I’ll be able to… Make that connection each day. Dwell on it. Yes it may be painful for some who are struggling and exhilarating for those who are already doing well. For both and for all it will ultimately create permanent motivation.

The secret to the success of my coaching Clients are a few simple disciplines. The business is hard. Buyers and Sellers, Lenders and Appraisers, Personal Property and Possession Dates and more, offer continual challenges; awareness of your numbers brings greater ease, sanity and motivation. These four simple solutions will make a huge difference to your success.

Okay… We are at the half way point of the year…..So the question is…What has changed in how you are doing (or not doing) your business to make real money?

We are all prisoners of our habits, and especially after a certain age, it is tough to “change”.  It’s been said, that if we keep on doing what we’ve always done, we’ll keep on getting what we have always gotten….but that is not true anymore!  In today’s competitive marketplace we may not even be able to survive doing the “normal”.  Today’s market requires innovation, creativity, and execution, using new tools, systems, strategies and the biggie: A willingness to CHANGE!

If we don’t change who is going to notice?  From losing that extra five pounds to adding another day of exercise, or making more money…unless you have a plan and a coach to help you stay focused, there are no real outside consequences.

We are in a world that requires dollars for sustenance, survival and comfort, not to mention that money has been the measure of success.  So with that said, there are several experts out there that offer us a new path to create more guaranteed profits at this time next year if we are willing to embrace a few small changes.

Don’t have time??? Not an excuse anymore! With NAR’s FREE Realtor University Webinars, you can learn from top experts anytime, anywhere. All you need is the willingness to learn, a computer and a little willingness to CHANGE!  Here are some great resources:

Follow a Plan – Expert coach, author and speaker Carla Cross offers the best first step, and that is to have an effective business plan.  She did a brilliant job presenting what you need to know in the Realtor University free webinar now available online: http://budurl.com/BizPlan2010withCarla

List for More $$ – More expertise to increase your bottom line with listings comes from super coach, author and speaker, Bernice Ross.  Bernice’s webinar offers solid direction on how to list more properties at higher commissions in 2011 by developing a premium marketing plan and use Web 2.0 strategies to get the listings signed up, priced right and sold!  Her million dollar information is offered FREE. Click here to get one on one direction: http://budurl.com/ListMore4MoreMoney

Be the First Agent they call – Did you know that an NAR survey shows that 60-80% of consumers work with the first agent who responds to them?  If you are not up to speed on the latest applications that the top agents are using to out respond and out communicate their competitors, you need to get with it!  Expert and social media instructor Amy Chorew offers an information-packed power hour on the PDA applications top salespeople all over the world are using to respond, engage and connect with hot prospects. Get the scoop by clicking on: http://budurl.com/AmysKillerAps4U

There is a WEALTH of information available to agents that are sick and tired of not making the money they want.  The choice is yours to take advantage of these valuable online webinars that are guaranteed to take your profits from dull to dynamic! WARNING: It does require CHANGE on your part!

Are you ready???  Then check out these and others at: http://budurl.com/FreeNARWebinars4U

Do it! And we’ll see you in the winner’s circle…same time next year!

I often get into discussions with agents who get frustrated with their blog site because they can’t think of anything to say. Actually there’s a lot that you can say and have fun with it as well. I have a video overview that you can see to get a feel for what this seminar is all about:

20 Types of Dynamic Blog Posts

Just follow any of these 20 dynamic blogging post tips and have fun with your blog site.

Today, prospects are more discerning than ever. Gone are the easy days in which a prospect would list their home with just about any agent. Now, you actually have to work for a listing. In this market, consumers are not just looking for real estate agents, they’re seeking out real estate experts.

Let’s say that you are an expert, at least relative to your local competitors. So, how then, do consumers know that you’re their best choice? The better question is how do you get their attention long enough to even have a chance to educate them about what you can do for them?

According to most studies, you have only 3-7 seconds to hook your prospect’s attention. One of the best ways to do that is to have a compelling Unique Selling Proposition, “USP” for short.

A USP is a way of explaining your position against your competition to your potential
clients. In the 1960s, marketing icon, Rosser Reeves created the idea of the USP to combat the “product puffery” that was running rampant. He advocated less “window dressing” of a product/service and, instead, advocated focus on the specific and unique benefits that the product/service would bring to the consumer.

40 some odd years later, Rosser Reeves had no way of knowing that his revolutionary
ideas would be even more important today than in the 60s…especially in this market.

What Makes a Good USP? A good USP clearly and quickly explains the chief benefit that the customer can expect to receive when choosing your particular product/service. See if you can recognize these companies by just their USP:

• Fresh, hot pizza delivered in 30 minutes or less, guaranteed
• When it absolutely, positively has to be there overnight
• The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine.

If you answered, Domino’s, FedEx and Nyquil, then you can see the power of a great USP.

How do you create an effective USP?  When I’m doing a marketing makeover for a clients, I always make sure the USP we create for them meets the at least 4 basic criteria.

4 Criteria For An Effective USP

1. They are specific and simple.
   Thirty minutes to your door. Guaranteed. Dominoes chose one powerful need that they could fill in the marketplace for delivery pizza services. They were not afraid to possibly alienate other target markets. Gourmet pizza lovers might not be compelled by Dominoes’ USP, but that’s ok…Dominoes still owns most of the market share in the pizza business.
2. They identify the needs of their specific target markets.
   FedEx didn’t mention that they also have ground shipping, bulk rates and international courier options. They created the most compelling message that was the most needed to their marketplace at the time. Notice also that their target market was not people looking for the lowest price or for the most convenient location. They targeted the people (usually business owners) that were frantic to get their important shipments delivered on time for any price.
3. They directly address a benefit-oriented solution to a need in the marketplace.
   There is no product hyping or window dressing in these USPs. Dominoes doesn’t claim that their pizza will be the most delicious pizza, only that it will be fresh, hot and at your door in 30 minutes or less. Likewise, FedEx makes no mention of convenience, availability or low cost. It simply suggests that it is the safest choice when you really need to send a package overnight.
4. They are unique.
   At least at the time that they were introduced they were unique. When you are successful, you may have a copycat come along and reduce the impact of your original marketing message. Ideally, you will have enough momentum going to stay on top of your market, but you will eventually have to continue to create and refine your USP and marketing message. The good news is that you will be a trained marketer, while your competition will be shooting in the dark. You will be “often imitated, but never equaled!”

Do you have a USP that can quickly differentiate yourself from your competition?
If you can’t quickly tell me why should I do business with you over other agents in your area, why would I take the time to sit through your listing presentation?

With a good USP, your chances of getting in front of a potential client to educate them why you’re their best choice increases dramatically.

If we’re doing our best to serve our clients, we may think all agents do as well. Not…

The recent survey by the California Association of Realtors shows some stunning and alarming trends about customer service expectations and delivery. In 2005, Internet consumers rated their overall satisfaction with their agent at almost 90%, while traditional buyers rated their overall satisfaction at 37%. However, in the ensuing years, the ratings have plummeted. In 2009, both Internet and traditional buyers only rated their overall satisfaction with their agent at 4%!  (The ratings of Internet and traditional buyers now are equal). In other words, consumer expectations of what an agent will do for them are just not being met. In fact, value received for what the consumer paid the real estate agent was at only 4% for all buyers.

Trends Collide: Consumer Expectations Rise While Agents’ Abilities to Meet Those Expectations Shrink

While consumer satisfaction levels are going down, the number of ‘dual career agents’ (I call them part-timers) continues up. What’s the result? Low customer satisfaction! I know. You’re going to tell me that you met a part-timer once that did a great job. Of course. But, as you and I know, that’s the exception, not the rule. And, let’s not think ‘inside-out’. The consumer’s satisfaction here is the only one that counts. They pay our commissions. And, commission rates are falling because they don’t feel they’re receiving value from what they are paying.

Time for our Leadership to Set some Standards

What’s your standard for work completed by agents in your office? Are you okay with “just turn in a couple of sales this year”? Or, are you concerned with the consumer experience? If we don’t start thinking about that, we will be replaced by something consumers can count on—those darned computers! (I hope not!). However, if the consumer is paying us, we must decide what he is paying us for (and it isn’t because we use technology……).

Here’s my list of valued services. What’s yours?

• Dedicated service throughout the transaction
• Prioritized knowledge not available just on the Internet
• Immediate communication and continued first-level service
• Exceptional negotiating skills
• Loyalty, putting the customer first, rather than another job first

The Internet and Agent Knowledge: Almost Neck in Neck on Consumers’ Minds

By the way, in the CAR survey, 54% of the consumers surveyed thought the information they got on the Internet was less useful than what they got from their agent. Does that sound good to you? To me, it sounds very bad. Almost half of the consumers think the Internet is just as good as your live agent! So, let’s get to cracking and get our agents performing past the standards we set. Why? Because the consumers have already set the standards—and they’re higher than what we’re allowing. Let’s put the industry back on track toward pride in excellent service. Let’s knock the consumer’s socks off with prioritized knowledge, attention to the transaction, and exceptional service. We can do it, and brokers must lead. Now.

Over 21,000 agents opened (and read) the article “Top Ten Negotiating Rules for REALTORS®.” from the Pacific Coast Highway to the Hamptons; from the Upper Peninsula to Corpus Christi; real estate agents are eager to improve their negotiating skills.  It makes sense since REALTORS® negotiate all of the time, yet get little or no formal training in it. Here are a handful of quick tips you can begin using immediately.

Stay focused on the goal of completing the sale.  In other words, don’t let the buyer, seller, other agent, or anyone else distract you from the goal.  And, when others get fascinated by some minor issue, encourage them to keep their “eye on the ball.”

Don’t let the buyers and sellers come to a place where they dislike each other.  It is usually best to say little or nothing personal about your client.  Too often, your well-intended information is misunderstood and used as ammunition against the interest of the transaction.

When you hit an impasse, settle the issues where there is agreement and come back to the areas of negotiation later.

Take time to think.  Give your clients time to think.  Unless their decision  is a quick yes, and even then take the time to reinforce their decision.  Allow the clients to consider the options and the consequences of their decisions.

Be honest.  Integrity and courtesy always win.  Exaggeration and dishonesty are costly at many levels, for a long time.

Finally, negotiators are made, not born.  Negotiating is a skill that is learned, then strengthened with experience, education, and application.

If you love negotiating, make a commitment to learn more and get better at it.  If you dislike or fear negotiating, then realize that many of your normal strengths, like integrity, commitment to the client’s interests, and ethics work in your favor.  In real estate, unlike some other venues, intimidation tactics don’t work.

I am proud to work in real estate.  You, too, can be proud to work in a profession where integrity works and integrity wins.  That is particularly true in your negotiating.

K.I.S.S., or keep it simple, stupid; or, the more polite version, keep it simple, salesperson. Or even, keep it short and simple. This has been used as an instruction to teach salespeople to avoid unnecessary complexity with prospects.

The simpler the salesperson can make the decision for the prospect, the more likely they are to take action. It makes complete sense, violating this principle is the reason most agent business planning does not stick.

Here’s a radical thought, any business plan that can’t be created in less than an hour is unlikely to be implemented. Take one hour to complete a plan for 2011 as if that is all the time you have; as if that is the plan that has to guide you for the entire year. And, it has to be completed in one hour.  Whether you complete your plan in that hour or not, that sharp focus motivates you to create a better plan because of its simplicity. Keep It Simple and Succeed!

My exploration into using videoconferencing as a marketing tool for real estate has taken me down many roads. There are many products out there, including  TokBox, DimDim, and Skype.

I like Skype. It makes me feel very “international!” Some of my clients are located overseas, and Skype is their product of choice.

In class, more and more of my students tell me they are using Skype to communicate with their clients across the country, and across the world.  But, what is Skype

According to Wikipedia, Skype (pronounced /ˈskaɪp/) is a software application that allows users to make voice calls over the Internet. Calls to other users of the service and, in some countries, to free-of-charge numbers, are free, while calls to other landlines and mobile phones can be made for a fee. Additional features include instant messaging, file transfer and video conferencing.

Speaking to some of my coaching clients, here are some business uses for Skype:
• Return long distance phone calls to clients
• Check your voicemail when you are traveling
• Make business calls from areas without cell phone coverage

What makes Skype even better is that it starts out free if the person you are calling also has a Skype account.

Video calls, like Skype-to-Skype calls are free, updating your clients is free, no matter where they are in the world. All you need is a webcam and software. You can start by downloading the software: www.Skype.com/download.

If we want to be successful with today’s buyer, we need to remember what is – and always has been – at the heart of the sale: People will only buy something from someone they trust. Only the methods have changed. If you can’t meet them face to face, webcam to webcam will have to do.

Skype options:

• Skype to Skype (free)
• Skype to Local or Long Distance
• Skype to International
• Skype with iPHONE (mobile)
• Skype with video
• Payment options: free, pay-as-you-go, or monthly

Skype-enabled audio and video are already infiltrating business settings, with users recording their Skype conversations and adding the recordings to their blogs as podcasts.

And the ultimate – the ability to see each others’ webcam, and, if necessary, to record the call. A great software at Pamela.org will enable you to do this.

A coaching client, a real estate agent, recently asked this question.  It is a common problem, and here is the solution.

The Question
I think I am missing the boat on some clients because I forget about them.  I lost contact with them and it is costing me thousands of dollars, maybe tens of thousands of dollars, every year.  I really need to improve my average in this category.  I need something to keep them in front of me.  I need some sort of physical chart to keep them in my mind.  I can probably make my own if I knew of three or four columns to use.  How should I keep track of these clients?

The Solution
I teach my clients to use their CRM (Contact Relationship Management) software to keep track of these clients.  This doesn’t work for some, in which case we pursue whatever system will work for them.  People are different from each other and need different solutions.  A good one is the whiteboard.  The board itself it is quite easy to put together; let’s go over how to do it.

Five columns
The five columns you should put on your whiteboard are:

1. Urgency, label this column with A or B, so you are aware of the urgency level at all times.  A, of course, is urgent while B is not. This will also prompt you to work on converting the B buyers to A’s.
2. The name of the buyer
3. The buyer’s price range
4. Location the buyer is interested in
5. Comments, anything specific they are looking for in a property
6. Optional information, such as phone numbers (before PDA’s agents would put contact information on their buyer whiteboard.  Now, the number may not be necessary, because you have it on your phone).

When you, your assistant, or anyone on your team hears about a new listing or you are pursuing a new listing, you can glance at the board.  Sell more, act more quickly for your buyers, and stop losing the leads that you already know are causing you to lose money.

Not too long ago I got a call from a very large franchise real estate company with a concern that I hear too often, “Our own agents are ‘stealing’ all our leads on the Internet.  What do we do?”  As is typical with large real estate companies and franchises, they are trying to be all things to all people.  They cover such wide metropolitan areas, and, in many cases, they cross state boundaries, that they get crowded out by their agents who are more nimble and use more targeted approaches to getting found.

The Target Concept

The Target Concept is simple: stop shooting one arrow at the target, hoping to hit the bullseye, rather, shoot as many arrows as you can at the target and try to get as many groupings as close to the bullseye as possible.  In other words, don’t try to get found by those tremendously competitive keyword phrases like “Denver real estate,” but by several minor keyword phrases that you can get on the first page of the search engines.

This is one of the few industries where the “worker” can actually take advantage of the boss by being smarter and more nimble.  Try searches in your area for “Location real estate” and see how many of the major players are on the first page.  I’ll bet there are a bunch.  Now, try more targeted keyword phrases like “Location luxury homes for sale,” “short sale Location condos,” or “Location foreclosure properties.”  You’ll find very few of the major players here, because they can’t cover it all.

Make Your Title STOP IT!

Did you know that there are many common words that the major search engines don’t even index because they are so common?  I’m talking about more than words like “a”, “the”, and “my”.  I’m also talking about numbers and words like “therefore”, “somewhat”, “Microsoft”, etc.

Why is this important to know?  Because, “It’s in your title, Stupid”

Your title is one of the most important parts of your website.  When you putgood keyword phrases into your title, they get picked up by those that are typing in a search term in any random order.  In other words, your title of “My Denver Real Estate and Luxury Homes For Sale” fits perfectly with at least 30 different search phrases including “All home sales in the Denver real estate area.”  Even though the words “all”, “in”, “the”, and “area” are not even in the title, they are “stop words” and not seen by the search engines.  Further, the words “home” and “sales” can be interchanged with their plural/singular counterparts.

Target Your Prospect Searches

So, how do you know what your best keyword search terms are?  Well, it would be helpful to know what your prospects are typing into the major search engines, and, of course, the largest search engine is Google.  Google is highly invested in knowing how many people are searching what phrases.  Best of all, they share this information with the public.  This tool, called Google Adwords Keyword Tool is free and will concoct all sort of various keyword search just by putting in simple searches like “Denver real estate.”

Focus on these effective targeted keyword phrases, and you will be taking out those big, old, beasty lions in no time!