You’ve Got To Show And Tell

18 12 2009

by Rob Wicker

It’s difficult to keep home sellers happy in a slow real estate market. Homes & Land has a program called Client Contact. We send a copy of Homes & Land magazine to an advertiser’s home seller. Of course the magazine includes the seller’s listed property. And we tell the seller how to go to HomesAndLand.com and see their property online.

Our advertisers love the Client Contact program. The popularity of the program reinforces to me how important it is to make sure your sellers understand everything you’re doing for them, including the marketing. If they don’t know about it, they’ll assume you’re doing nothing.





Advertising Can Help Justify the Price

16 12 2009

By Rob Wicker

According to the NAR, homebuyers spend on average 12 weeks looking for their next home. These homebuyers use a variety of media to compare properties. They also visit open houses to better understand the market. It doesn’t take long for buyers to get a feel for what they can afford.

That’s why it is important when advertising your listings to make sure you justify the price of the property. For example a bad photograph, perhaps taken from an angle that is not flattering to the property, can under represent the listing’s value. There may also be benefits, such as proximity to a university or a hospital, that enhance the value of a smaller home.

The bottom line is that if the property is listed for $500,000, your ad better reflect $500,000 in value, both in terms of the photograph and the benefits. Otherwise, you’ll get no leads from the ad. You already know this but haste has a way of overriding sound advertising practices.





What It Takes To Be a Top Producer

14 12 2009

Many of us recognize certain shared characteristics in top producers. The Harvard Business School has gone a step further and identified the common traits of top salespeople. See if you share some of these traits:

  • Total acceptance of responsibility for results. Instead of believing that an outside influence such as the economy or the market affects sales, top sales people become more creative and discover ways to make these conditions work for them.
  • Never take “no” personally. This is not to say there is no disappointment, but the key is to not dwell on it or allow it to get in the way of future sales.
  • Higher than average ambition. With the right drive, a sales person can get ahead just by how they plan their time on and off the job – including their choice of friends and associates.
  • High level of empathy. Top producers are able to relate to the customer’s position, to imagine their needs and concerns. They also make a habit of responding appropriately.
  • Intensely goal oriented. These high performers are crystal clear on where they are going and closely monitor their progress, which helps keep distractions at bay.
  • Will power and determination. Self discipline is a key driver, which means that no matter how tempted, top producers remain persistent in reaching their goals.
  • Honesty with themselves and their customers. Never compromise integrity by stretching the truth, thereby earning the loyalty of customers.
  • Knows no strangers. Even in new situations, top sales people find a way to break through the discomfort and make friends of total strangers.




Tips on Negotiating

10 12 2009

By Kathy Scott

What kind of negotiator are you? Getahead-direct.com, a global corporate training firm that specializes in business imperatives, offers a case for four negotiating personalities, though the company admits, most people have skills that cross over the four different styles:

  • Analytical – Breaks contract into separate components negotiating each.
  • Aggressive – Believes in arguing and employing manipulative tactics.
  • Persuasive – Seeks to charm the opposition into getting “people on board.”
  • Inclusive – Feels the need to accommodate all sides, frequently changing proposals.

Some people even change their negotiating style based on the personality of the opposition. But whatever style you identify with, there are still basic points to negotiating that can provide you with a winning side nearly every time.

First, do your research. Be sure to run the Comparable Market Analyses prior to the meeting. Second, don’t get over confident with highly motivated sellers or homeowners that have compelling reasons for a sale such as divorce, foreclosure, job transfer or building a home. No one is likely to “give away” a home no matter what their circumstance.

Anticipate the other side’s objections when you draft a contract, asking for more than your client really wants. This will provide you with room to make concessions, though not too early on, and add to a spirit of cooperation, perhaps getting the other side to more easily concede various points as well.

Don’t talk too much. It is essential to read signals coming from the other side which is not possible when you are consistently making your own points. Whenever possible, ask the other side to provide you with better insight as to why he or she won’t budge on certain issues.

Finally, and probably most importantly, be objective, look at the contract as a whole instead of in parts especially if the bid is close to the asking price.





Is Branding Important?

8 12 2009

by Rob Wicker

As my friend Jim Droz points out, “In any industry, the best known product is usually the one most frequently purchased.” This thought came to me as I was looking at a list of BusinessWeeks’ 100 Best Global Brands. In composing the list, BusinessWeek’s methodology included multiple factors, including brand recognition. As you go down the list, ask yourself if that brand is the best known in its industry, e.g., Coca-Cola in the carbonated beverage industry.


BusinessWeek's Top 100 Brands

Top 100 Brands

Does the Jim Droz Theory hold true for real estate agents? I have been in the real estate industry for over 20 years, and I have known a few agents that were able to fly under the public’s radar and still do a lot of business. On the other hand, ask yourself who is the best known agent in your market? I would bet money that if the best known agent isn’t at the top, he or she is within shouting distance. Branding is huge. In future blogs we will discuss how you can break through the media clutter and establish a personal brand.