There are many plans and ideas, and even countless more ways and websites that all claim to help real estate agents make better use of social media outlets. Most of them are good, some are fantastic, and others, not so much. But the one thing most Agents fail to do is prepare themselves properly prior to, during, and even after using social media.
Social media for real estate agents IS NOT recreational. You can use your Facebook account to keep up with your friends, and your blog to write about your triathlete training, and google plus to check in, but you also have to use those sites for business- and when you do, you have to be prepared. You have to have a plan. You have to have the right tools. you have to know the best site to use to share the message that you are trying to get out. And the prep work is what makes it easier. And it’s what will give you a bigger return on your time and money investments. And it quite possibly is the funnest part of your job.
During my Selling It Social seminars, i break the six steps into two sessions- namely because it is a lot of material to digest over a few hours. So here they are- take your time through each and the rewards on the other side will be huge!
Step 1- Gather the Tools you need to be successful- And more importantly, KNOW HOW TO USE THEM- all of them. You need to be confident in sharing files, changing photo sizes, creating banners, shooting videos, and doing tasks online and on your computer- A successful Social Media Campaign is very computer heavy- that is why it’s called ONLINE.
The tools you need: A Good computer with a lot of available hard drive space, a good graphics card, and a high speed Internet connection. A Smart phone. A Tablet computer is good as well. A stand microphone for your computer and a wireless lapel microphone for your video camera. You need a good digital SLR or point and shoot camera. A Video or Flip style camera.
Now that you have the tools that will make it easy to create and share your messages online- and you KNOW HOW TO USE THEM and ALL OF THEIR FEATURES, it is time to begin thinking about STEP 2- Building your Online Brand.
Your brand is your image. It is the message, the persona, and attitude that you project to the online world, the one that customers interact with and get to know. Spend the time NOW thinking about the following, and it will make creating your online profiles and your social media marketing plans so much easier.
Create a name for your website, a catch phrase or tag line for yourself, Think about the colors of your sites, the fonts you will use, the layouts you like, and photos you want to advertise- Think like a big company- if you go to their website, their Facebook page, their YouTube channel, their twitter page or any other site they are associated with, you will see consistency with the layout, colors, and message they convey. It’s easy to do this but you HAVE to think of it it NOW!
You also need to create video intros, credit pages, flyer layouts, and any other marketing materials you use with the same elements. This is good time to figure out WHO you are, WHAT you do, HOW you do it, and WHY people should buy and sell with you. Be BOLD, be FORWARD, and most of all, BE CONFIDENT!
Now you are ready for step 3- getting your self online.
Sign up where everyone else is- Facebook, Twitter, Google Plus, LinkedIn, Flickr, YouTube, a Blog site like WordPress, and any other sites you are likely to find YOUR customers. Fill in your profiles and Bios Completely and with CONSISTENT information- the ideas you came up with while thinking of your brand. Make sure everything looks good. Be sure to link all of the sites together, link in with a Customer Database, and test everything out. For more information on this step, check out my YouTube videos and other blogs, or call me to discuss coming out to your office or board for a seminar- they really are helpful!
Now that you are Online and signed up on all of the social Media Sites, it is time for Step 4. PLANNING YOUR MEDIA PLAN. Notice that to this point you STILL haven’t logged in to any of the sites and shared message or posted or tweeted or anything of the sort- Be patient, you will soon enough.
When creating a Social Media plan, keep in mind there are 3 Goals- one, to GET MORE CUSTOMERS to fill your database with so you can share more information and potentially create more prospects. Two, is to help you move the inventory you have and to share the information you know. And Three is to help you become an expert in your local market.
Everything you plan to do with social media needs to be based on one of these three goals. If it’s not, get rid of it- it will only waste yours and your clients time. Now is the time to think of the messages you want to say, why you want to say them, and what is important. Write down what you feel is important to you, and expand on it.
Now for Step 5- the fun part- Going Social.
Take your messages online- post, tweet, upload videos, write a blog, host a LinkedIn group, share photos and listings, become compelling, and share what you know. you have multiple avenues to share your ideas, make sure to use them all in a variety of ways. And INTERACT with those who make comments or forward your ideas along to others. This is what puts the SOCIAL in social media- interacting!
And Now for Step 6, and probably the second most important step behind learning the tools- Engage, Interact, Review, and UPDATE. What is working. how is it working? Who are you interacting with. Did something catch their eye? How are you connecting with people? What is attracting them? Are you reviewing the analytics of your messages, friends, contacts, and website traffic? When you can answer these questions, you can then UPDATE your goals and marketing plan to be even more efficient.
By properly progressing through these six steps, you can set your self for a successful online campaign, one that will bring more prospects, customers, and closings into your life. Take the time to do it right, and you will see the results without the frustrations. Good Luck, and remember, there is nothing like SELLING IT SOCIAL!
Tag Archives: Motivation
The Perfect Presentation- Part 3: “Take It and Break It”
The BREAK IT FACTOR by Michael Dumas
A perfect listing presentation is what every real estate agent longs for- that “killer” presentation that will get the seller to sign, the “Home Run” that will get a sign in the yard, and that “Knock Em’ Out” appointment that leads to more listings and more closings. That presentation is readily available to each and EVERY agent out there- if they just take the time to build their presentation right. There are twelve factors that will make your listing presentation THE PERFECT presentation- one that will instill the utmost confidence in you to get the listing EVERY TIME.
In part 1 of this series, “Are You Maintaining Control During The Appointment?”, it was discussed that your goal, as the agent, was to get the sellers out of their pre-conceived idea of what a listing appointment should be, and move them in a totally different direction that is focused on their needs and wants. In part of this series, “Are You Getting The Customer Involved In the Sale?”, it was discussed how the agent needs to get the customer to take a “Hands-On” approach and get them involved- that way they have some “skin in the game” and will feel compelled to take action.
Part three is a little different- this one does not involve the customer. So Let’s add another brick to the building, factor #3- Take It and Break It
The Doses of Truth discussed thus far:
Truth #1- YOU CONTROL THE STAGES AND FLOW OF THE APPOINTMENT. Period
Truth #2- THE PERSON WHO TALKS LEAST ABOUT THEMSELVES AND MORE ABOUT THE OTHER PERSON WILL LEAVE WITH THE LISTING AGREEMENT. Always.
Truth #3- THE PERFECT LISTING PRESENTATION STARTS AS AN IMPERFECT COLLABORATION OF MATERIALS AND IS TAILORED TO YOUR PERSONALITY AND STYLE TO ACHIEVE A DESIRED EFFECT. Broken and the Perfected.
The best way to improve your listing presentation is to take it in its entirety and put it all on the table in front of you. Every thing you use: your scripts, your photos, your marketing reports, your website, your marketing analyzis form, your virtual tours, your flyers, your advertising pieces- all of it.
Once you have everything laid out in front of you, WRITE OUT your entire presentation. Line for Line. Word for Word. Make note of the collateral pieces you use. When do you show your website? When do you show your marketing reports, when do you show your advertising flyers? Also make note of WHAT you say when you use those pieces, HOW you HOLD THEM and DISPLAY THEM, and WHAT INFORMATION you discuss on them.
Finished? Now break it apart. Break it into little pieces or segments.
Now analyze everything. Ask yourself why each collateral is there. Why you say the words you use. Why you go in the order you do. What is the benefit of each piece? What does it do for the sale (the listing!). WHO does it benefit, you or the seller? Does it help you get to the sale, or is it a hinderance? Is it there to make you feel good? To pound your chest? To Feed your ego? How does it look to the customer? Can they understand it? Does it make sense? Will it help them to make a call to action?
Here’s another important question: Is it something that every other agent in your office or market uses? If you answer YES, then GET RID OF IT- come up with something unique and that fits YOUR BRAND, not everyone else’s!
Once you have broken them, now go through the whole presentation and ask yourself if it flows with your collaterals. Do they work well together, does it flow? Does it lead to a call to action? Are there MANY closes to get the customer to say “Yes”?
Now it is time to put it back together- use these eight simple steps:
1. Brainstorm new ideas and new ways to present the material you already have.
2. Write down your goals and desires-know what you want to accomplish.
Now Sleep on it for a few days.
3. Edit your presentation into a working draft that you can practice
4. Prepare a final edition
5. Get a critique- I suggest several. And get them from people both in and outside real estate.
6. Mark up any corrections from the critiques and redo a final edition.
7. Sit down one more time and ask yourself if you have all the ingredients that you want.
8. Finally, Practice. Practice. Practice Again. Keep Practicing!
You will absolutely see a marked increase in your closing ratios if you will just take the time to break your presentation apart and retool it- Guaranteed!
Good Luck, and Happy Selling!
The Perfect Presentation- Part 2: ” Are You Getting The Customer Involved In The Sale?”
The INVOLVEMENT FACTOR by Michael Dumas
There are twelve factors that can make your listing presentation THE perfect presentation- one that will instill the utmost confidence in you to the listing EVERY TIME. In Part 1 of this series, “Are you maintaining control during the appointment?”, we made the point that your goal, as the agent, was to get the sellers out of their pre-conceived idea of what a listing appointment should be, and move them in a totally different direction that is focused on their needs and wants.
It’s time to add the next brick to the building, factor #2- Get the customer involved.
Let’s start with some doses of truth:
Truth #1- YOU CONTROL THE STAGES AND FLOW OF THE APPOINTMENT. Period.
Truth #2- THE PERSON WHO TALKS LEAST ABOUT THEMSELVES AND MORE ABOUT THE OTHER PERSON WILL LEAVE WITH THE LISTING AGREEMENT. Always.
During a listing appointment, most real estate agents spend too much of their time shhowing the sellers their sales collaterals, their presentation, and their market analysis. It’s as if the customer will be so impressed by what they see written down that they will immediately beg the agent to let them sign a listing agreement at whatever price the agent wants- and do it right now! That may be an exaggeration, but that IS what is in the mind of most agents- and completely opposite from what the seller is thinking. The slide show, presentation and the market analysis are about YOU- not the customer. It’s as if the agent is saying, “hey, look how pretty my website is, or how many times my name pops up in a google search, or how flashy my powerpoint presentation is.”
Don’t be like that. Instead, learning how to engage the customer, get them involved, and make them feel a part of the process. This is not a dog and pony show. You are trying to sell someone’s home- so don’t insult them (and lose the listing!) and put on a show. The seller has not invited you in for that. They want to know what you will do to help their ease their pain (a.k.a. sell their home!) and achieve their goals.
I love a 5 to 1 rule. For every minute that you spend on a collateral piece, your marketing analysis, showing them a picture or graph, or talking about yourself, you should be spending FIVE minutes talking with the seller, explaining how you can help them, answering their questions, and discovering their issues- and letting them talk. If you do the math, in an hour long appointment, that means you should only be talking about 12 minutes. Or presenting. Or discussing your marketing. the other 48 minutes should be spent on them.
What is the best way you can do this? Asking questions. Lots and lots of questions. About their home. Their goals. Their dreams. Their plans. What they like about the home and neighborhood. What they don’t like. Why they are moving. What the homes best features on? Question. Probe. Get them thinking. Get them involved.
A Tell-tale sign of a powerful listing presentation, and one that will almost certainly end with a signed listing agreement, is when a customer takes a hands-on approach as opposed to sitting on their hands. And how do you do that? Get them involved!
The Perfect Presentation- Part 1: “Are You Maintaining Control During The Appointment?”
The CONTROL FACTOR by Michael Dumas
Congratulations! You just got an appointment with a
potential seller- You may well indeed have a sign in someone’s front yard
tonight!
But are you truly ready? Do you have some uncertainty in your mind? Are you confident that you are going to walk away from your appointment with a signed listing
agreement? Are you 100% positive that you WILL win them over? There are some actions you can take that will guarantee you can answer YES to each of these questions. There are twelve factors, plus a bonus, that can make your listing presentation THE perfect presentation- one that will instill the utmost confidence in you to get the listing EVERY TIME. So let’s dig in to factor #1- The Control Factor
But first let’s start with a dose of truth: YOU CONTROL THE STAGES AND
FLOW OF THE APPOINTMENT. Period.
You are the expert in your field. You have written,
scripted, and practiced your presentation. You have all of your marketing
collaterals, your listing book, and your testimonials polished. You are ready to go. You can share your story, your plan, and your ideas with anyone!
But lo, there is one fact that most agents don’t consider in their preperation. The seller’s intent. They have invited you inside their home with one of two intents; either to “see what you do for me” or to “see if you can meet my price for selling”. As soon as the seller opens the door these intents immediately start to come out. At first, the
seller may oblige you by looking through your book of sold properties, or sitting
through you presentation, or answering (half-hearted!) your questions. But what they really want is the answer to the question that is on their mind. “So, what do you think we can get” And this is where almost every agent takes a wrong turn- they fall right into the “intent” trap and get sidetracked in their presentation. They lose control.
Most agents at this point will hand all of the control to the seller. An expert agent however will have a different plan. An expert agent knows they need to get the sellers mind away from price, and get them focused on what they are about to present. The expert agent doesn’t avoid the price conversation; instead they let the customer know there is a great deal that goes into the price- and that they are there to educate the
seller on those items so together the agent AND seller can decide a marketing
price.
You goal is to get the sellers out of their pre-conceived idea of what a listing appointment should be, and move them in a totally different direction. A direction that is focused on their needs and wants, not yours.
Have you ever gone to a restaurant and had service that was really phenomenal?
It just blew you away and was so good, and so unexpected, that you probably
still rave about it to all of your family and friends? This is the way you want
your sellers to feel- to have such an incredible experience that they will tell
all of their friends to use your services. So how do you get there?
Preparation. And one of the key elements you need to prepare for is maintaining
the flow and control of your presentation.
You have to keep your message relative and in terms of “Today’s Market”. Keep the seller focused on today, not what happened last time the sold, or what the market was like 5 years ago. The dynamics of buying and selling a home have changed radically in the past 5 years and not just because it’s turned into a buyer’s market in most areas of the country with heavy Foreclosure and Short Sale listings, but also because of the
growth of technology, social media, smart phones, Email Marketing, and blogging. These have changed not only the way people find and buy homes, but also the methods of advertising available to sellers to maximize exposure to their homes.
An Effective presentation puts the buyer in the spotlight.
And when you make the presentation about the seller, you can maintain your
course and get the information across to your seller in the manner that you
choose. Most agents also fall into another trap- the entertainer trap- because they like being a star and don’t like hurting the sellers feelings. It makes the realtor feel
powerful, important, and in control. This is dangerous, because when YOU become
the star of the presentation, the seller will quickly lose interest, and will abruptly
cut you off. You will find that sellers will get you off track with questions about
price and terms. They are bored. When the presentation is about you, and not
about them and their problems, you will lose them. Quickly. They will keep you
distracted. They will steer you off course. They will tell you they only have a
few short minutes and ask you to get to the bottom line. They will tell you
they are “interviewing” potential realtors. Put another way:
The Prospective Seller Does Not Care HOW You Want The Sales
Presentation To Go- They Have Their Own Agenda.
Instead, approach your sales presentation as a facilitator. It’s no longer about your selling ideas and products (your listing tools). Instead, it’s all about helping the customer arrive at a decision and solving their pain. With you providing direction. As a Facilitator, you are the one controlling the flow of the appointment, but you are “guiding” your prospects and helping them arrive at their own conclusion. One that they own.
And just like a play, a really good sales presentation is
scripted, practiced, rehearsed, refined, and timed…
And one more- controlled.
Now is the time to understand how to control YOUR appointments- if done effectively and correctly, you surely will walk out of the appointment with a signed agreement in your hand- and putting your closer to your goal- money in the bank!
Listening To The Customer- The Red Box Way
Now that summer is in full swing, it seems to be getting
hotter and hotter each day. Trying to keep two young boys and all of their
friends occupied each and every day is no easy task. So when it’s sweltering
outside, my wife loves to hit the “red box” for a movie or two for the
neighborhood kids, pop some popcorn, and set the youngsters in front of the TV
for a few hours… they love it. I appreciate how easy- and convenient- it is to
rent AND RETURN a movie. No matter where I am heading the next day, guaranteed I
will pass a Red Box at a gas station, grocery store, or fast food
establishment- and multiple times- all within a mile of my house. And tonight, I
passed a Blockbuster Video, and thought about how it used to be such an
experience on a Friday night to go to blockbuster with my friends and rent a
few movies for the weekend. You would go in, see what was new, and hope they
had a copy on the shelf. And if they didn’t, you would stand around the corner
for 10, 20, sometimes even 30 minutes, hoping that the next person who dropped
movies in the return box had the one you wanted… My, how times have changed.
And why you don’t see movie rental stores any more, if at all. The movie “renting”
experience has changed.
The boxes outside of gas stations offer the same movie that
a Blockbuster or Video Store does. So why are Blockbusters closing down at
record pace? It’s the same films. Maybe it’s the experience. Maybe it’s that
with a red box it is easy to rent AND return- just drop it at any of thousands
of boxes across the country. Want the movie for an extra night or two- no
problem, they will just charge you the .99 cent nightly fee- there are no late
fees. No membership fees. No credit checks. And you can access, and even
reserve and pay for movies at any box
from your Smartphone- just swing by and pick it up when you are ready. It’s not
like the retail experience- going in. Waiting in line. Maybe they have the
movie. Maybe not. High rental fees. Late Fees. Memberships. It all seems, well,
so 90’s!
And maybe that is something that is something to think
about. If you are a Realtor, are you making things easy, convenient and value
added for the customer? Have you adapted to the way the customer wants to look
for a home? Are you making it convenient for the Sellers who want to be
involved in the process? Are you giving your customers options and choices, and
really listening to how they want to purchase or sell, not what you think they
should do? If you are, then congratulations- you will be one of the lucky
realtors at the closing table and in line at the bank to cash your commission
checks. If you aren’t, then think of this- do you want to be like the next
blockbuster? Closing your doors and going out of business? Maybe it’s time to
think “red” and change your game.
The Secret to Get the Listing- Don’t Sell them, Get them to buy you!
Every real estate agent comes into the seller’s home with one
thing on their mind- to get the seller to sign their listing agreement- at the
price the realtor wants- without any objections or obstacles to overcome…
That’s what goes through your mind when an agent in your office says “that was
the easiest listing I ever took”
The secret to get the listing that easy is simple: Engage
them. Show them value. Don’t make them feel pressured. Get them to “buy” into
you, your systems and your experience. Get them to buy into your team
mentality. Get them to put “some skin in the game”
Educate the seller then let them make an educated buying
decision- selling is an emotional outcome- buying is emotional- you are
relieving pain.
People don’t buy your services- so don’t sell them- they buy
you and your solutions to their problems and pain. Once they realize they have
a problem, they look for someone to help them solve that problem or ease that
pain. When you understand that people buy to improve their lives or to ease
their pain, then selling is an easy job- because you never sell!
Whether you like it or not, a seller will choose (a) to sell
their house and (b) to choose you to do it for THEIR REASONS, not yours.
Don’t tell them “now is a great time to buy or sell” just
because everyone else is, or because it’s a down market. You have to find out
why the seller wants to sell, regardless of what the market is doing. Find
their pain, present a way to solve it (your value), and then get ready to put a
lockbox on the door and sign in the ground!
SandPeak Realty 