Michelle stresses the importance of getting excited about what you are doing right now…not allowing yourself to focus on things that aren’t happening. She urges the practice of sitting down and listing twenty things that are going RIGHT in your business currently. There is a value to seeing that you are doing many things well and allowing yourself to get excited about those successes. This excitement provides the confidence and energy that will propel you to more.
Robert Hatcher, Junk King, returns to chat with Michelle about situations that require the services Junk King can offer. Hatcher describes these scenarios: 1) if the house is empty but personal possessions remain; 2) a client who has already moved out of town and left items behind; and 3) downsizing clients.
“Marketing genius” Ron Hill (www.marketinggrip.com) returns to the podcast to discuss opt-in ideas that will help you expand your email list. First, offer a pdf guide or mini-book in your area of expertise. Second, do a video training or tutorial. Third, create a checklist. Fourth, create behind the scenes content. Fifth, access a private Facebook group.
Michelle describes how she was able to sell a listing for decidedly more than full price. The secret? Good marketing is essential (e.g., MLS photos, descriptions, video). And a willingness to negotiate with potential buyers, which involves asking the right questions at the right time (and then be prepared to listen).
Robert Hatcher of Junk King visits Michelle in the studio where they discuss the three most common items that people hold on to but shouldn’t. These things need to be removed before a house is listed: 1) old televisions/computer monitors; 2) mattresses/box springs; and 3) remodeling debris (wood/drywall/bricks).
“Marketing genius” Ron Hill (www.marketinggrip.com) joins Michelle to discuss ways realtors can drive traffic to their websites. First, join a Facebook group that will help you achieve your goal or start one of your own. Share expert tips in the group. Second, create a “freebee” or opt-in incentive. This will position you as an expert. Third, grow your email list and send regular emails to your subscribers.
Action. Michelle believes in leaving it all out on the field. It is better to give it all you have to give and fail than to make a half-hearted effort and live with regret. Bottom Line: Activity breeds activity. Just do the next right thing. By stringing these “next things” together, you will eventually turn around and realize that you are where you want to be.
No one ever says, “O look dear, here’s a dumpy home. I’ve gotta go see it!” Statistics matter. 97% of homebuyers think that photos of a listing influence their initial opinion. 85% of homebuyers want to see listings with professional photos. 91% of homebuyers search the internet before going to visit a property. Seriously. With statistics like this, how can you doubt the important of great visuals for all of your listings?
Michelle wants to have a heart to heart with you about your marketing. She discusses four marketing trends you need to recognize and act on. First, video content get much greater visibility. Facebook Live. Facebook and Instagram stories. Use them. Second, interactive content is essential. Third, your audience wants access to you. Auto responder and chat bot apps and website plug-ins can help you respond to their questions and concerns. Fourth, authentic and personal branding help your audience feel connected to you personally.
Michelle, who herself has a business coach, discusses the value of coaching with her coaching client, Honora Bates. Both women agree that coaching helps with accountability, motivation, and the ability to process both success and failure. Coaching helps you analyze what works and what doesn’t and allows you to strategize about each business move. It can help you keep costs down by identifying things you can do with little or no money as well as help you think tactically about how to re-invest in your business when you do get paid. Coaches are important sounding boards who can help you think through your problems and come to your own insightful conclusions.
Michelle loves to add value for her listeners. To that end, she discusses two helpful tools for real estate agents. First, Michelle describes the phone app, Door Knocker Pal which makes it easy to organize information about potential clients you and your team encounter when you are out knocking on doors. Second, she explains the value of ForeKast which gives you a daily/weekly/monthly overview of events that are hashtag trending so that as you plan your social media posts you can use hashtags more effectively.
If you are doing a broker luncheon or open house, you need to think of it as if it was a party. You need to promote it. Do an amazing invitation. It sets the stage. Do a reminder a week before. Do lots of special, memorable things at your events. Have great food. Presentation is crucial. Consider getting an industry-specific sponsor. Think outside the box.
A common error that salespeople often engage in is what Michelle calls “desperation talking.” This over-selling by excessive communication is caused because the salesperson feels uncomfortable in the silence that is a result of the other person thinking over what they have been told. Think of it this way, if you ask someone a question, you must allow them the space to respond. Bottom line: know when to stop talking and listen. Even if it feels awkward, ignore the awkwardness. Odds are, the silence isn’t awkward to the other person.
Beginners bring questions…but also fresh eyes to old problems. “Rookie” real estate agent Honora Bates joins Michelle and discusses concerns we all share. First, Honora asks about how to build one’s personal brand so as to achieve success. Second, she asks Michelle about the best approach to becoming a listing-focused agent. Third and finally, Honora asks about Michelle’s favorite (non-sales) way to approach people.
Change is scary. It takes us out of our comfort zone. Still, there are times when we can clearly see that change is necessary. Michelle suggests that the root problem is our fear of failure, of looking like a fool, of being rejected. These are real emotions and feelings that must be met head on with logic. The bottom line is that when we are presented with useful ideas that will benefit us, we must act. We must change and implement them.
Like it or not, social media is here to stay. As real estate professionals, it’s crucial to learn how use social media to enhance your business. Michelle outlines three ideas (one each for Facebook, Twitter and Instagram) that will make a difference. For Facebook, when hosting an open house, use Slide Share (slideshare.com) as a way to invite your followers to the event. For Twitter, try teaming up with a local business to offer some special deal or pricing. Then Tweet this out. This adds value for your followers, promotes local businesses, gets you involved with your local community, and helps you gain followers. For Instagram, create a visual treasure hunt that leads people to your next open house by highlighting the perks of the neighborhood.
Michelle shares five essential lessons she has learned over the course of her career in real estate. First, there is no magic bullet. You HAVE to do the work. Second, focus comes before success. Third, motion changes emotion. Fourth, the fortune is in the follow up. Fifth and finally, consistency is KEY.
Jimmy takes the reins (and the microphone) and offers three marketing suggestions based on his thirty years of experience in radio. First, commercials should have a threefold structure: 1) they grab the customer’s attention; 2) they create a need for your product; and 3) present a call to action. Second, Jimmy reminds us that we are surrounded by marketing. Pay attention to what you see. What cuts through the clutter for you? Those marketing pieces can help shape how you present your message. Third, have fun and don’t be afraid to be silly. People respond.
Many people don’t like to do open houses. However, the bottom line is that they work! Michelle offers an extended series of suggestions to make yours more effective. Here are a few: 1) Do a Facebook story video about 26 hours in advance; 2) give value or a reason to get people to sign in; 3) when people arrive make sure you have a pretty spread with food and drinks; 4) provide informational packets on the home with full color pictures and descriptions; 5) promote the event in advance with signage and through the MLS; and 6) follow up with those who signed up.
Michelle outlines the steps she took to sell a property that had been previously listed for three months without results! First, she confirmed that the house was priced correctly. Second, she got the “right” repairs done. Third, she hired a stager. Fourth, she had professional photography and videography done for the home. Fifth, she hosted and promoted open houses. Sixth, she was able to negotiate well with the buyer.
Many real estate agents make a point to track things like money made, number of closings and number of listings — but are these the right things to chart? Michelle Moore calls these things “lagging indicators” (after the event measurements) that should not be our focus. Rather, Michelle claims that we should chart “leading indicators” (things that look forward to future outcomes/events) such as calls made, meetings scheduled, follow-up cards sent, number of listing presentations and buyer presentations made. Set specific, measureable, achievable goals. Tracking helps you determine what is necessary the reach these goals.
Michelle Moore discusses the impact that simple acts such as sending out cards to mark important milestones, losses, accomplishments can have on your business. Michelle uses Send Out Cards (https://www.sendoutcards.com/) to sustain connections with past clients, business colleagues and other business-related contacts. Send Out Cards is an online card editor that allows you to create personalized cards using your own photos as well as hand-selected fonts and designs. Maintaining these relationships is an excellent way to generate future business, precisely by demonstrating your regard for your business contacts as people.
Lead generation is the lifeblood of any successful career in real estate. Using social media to cultivate leads just makes sense, whether you are doing a direct ask (“If you know anyone…send them my way.”) in a Facebook Live video or simply reminding your followers that you help people buy/sell real estate. In Fhonda’s case, leads that led to closings came from her sharing how she became a real estate agent and how much she loves helping people. She explains to her followers that referrals are the best compliment they can pay her. Fhonda also stresses the importance of showing her followers her sitting at the closing table with clients, doing home inspections, and generally sharing the “journey” of being a real estate agent.
We all make choices, every day, all the time. If we don’t get something done, it’s because we chose not to do it. We chose something else instead. Time is limited so “time blocking” can be a great help because it specifically allocates time to important activities. It is essential to set aside time to do thing things we know will bring success, whether we enjoy doing them or not. The point is: We need to take responsibility for our decisions. At the end of the day, there is only one person who is responsible for our success or failure and that is US.
People will tell you that the state of your garage doesn’t really matter when you go to sell your house. That’s a lie. The truth is that when people come to view your home, they want to see that things are taken care of and that even the garage has been kept up. Every buyer has only one home that they are going to buy. If you want your home to be the one they choose, you need to make sure that your home is ready and as perfect as possible. A leaky faucet can cost you the deal, because it plants seeds of doubt. If this isn’t right, what else isn’t right that I can’t see? Confused minds say, “No.”