short sale

How to be successful this year in real estate.

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It’s the beginning of the year and agents are asking what they need to do to be successful this year in real estate.  As I thought this through, I came up with a few areas that I believe agents need to “pay attention to” sooner rather than later to be successful in real estate.  Here is the list of urgent and important items, urgent items, important items and lastly, to do items that I came up with for success this year and beyond.

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Urgent and important

  • Get you database together – sort and qualify them.  Assemble their name, address, email address and phone number.
  • Call them, stop by and see them with a “leave behind item of value”, communicate with them regularly to strengthen your relationships with them and to develop your base of business.
  • Add people to your database daily – grow who you know and also, those who know you
  • Develop a daily game plan of who you are going to reach out to and why.  Do this the evening before or the morning before you start your day.
  • Create a daily schedule with strategic blocks (1-2 hours), buffer blocks (3-5 hours) and break out blocks (1-2 hours) built in and stick to it for success.

Urgent

  • Have a business plan complete with goals, objectives to meet these goals, and action plans to carry you over the goal line.
  • Hire a coach/mentor to keep you on track – meet with them weekly to review your goals/business plan.  Your broker or manager is always a good start as they are invested in your success.
  • Get an accountability partner to hold your feet to the fire complete with rewards as well as consequences for your actions.

Important

  • Learn the business – read publications, attend industry events at your office, Real Estate Exchanges, Quarterly meetings, association and at the franchise level.
  • Learn the inventory – see 5 houses every day including new homes.  Attend Broker Opens.
  • Meet with others in the industry – lenders, title, builders to gain insight into their areas of the business and what is happening with them.
  • Start a blog and write consistently.
  • Do videos and post to your blog, website, and social media channels to gain exposure and recognition as an expert.
  • Plan to host at least one client event this year.
  • Have a daily to-do list.  Work on hardest things first as they are typically the most critical.
  • Develop a routine and stick with it.  Always start with prospecting as it is the key to success.
  • Maintain a calendar with events and goals for the day and week.
  • Work on your negotiation skills through role playing.
  • Be present – stay off cell phone during your “block” times, focus on the other person, be an active listener.

To do’s

  • Utilize systems and process to ensure your success for marketing yourself, working with buyers and sellers.
  • Set up a networking group to grow your business.
  • Create and develop your brand – who you are, what you deliver and what you stand for in the business.
  • Read inspirational and motivational articles, books, etc. each morning to get you in the right frame of mind daily.
  • Continuously educate yourself personally and professionally.  Set a goal to read a book a month or even a book a week or to attain a designation.
  • Eat healthy and exercise regularly.
  • Invest wisely in yourself and in your business – check with your coach, mentor or trusted advisor before any major expenditures.
  • Celebrate your successes, including the small ones as they all count!
  • Consistently work on communication skills.
  • Create a vision board of your goals, dreams and desires.
  • Have a good balance between work and life.

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As you progress in your career or if you are looking to jump start your career be sure to add these items to guide you to success.  Obviously there are other areas which you need to develop but these will most definitely help you.  If you are interested in more information or would like to schedule a time to meet, please feel free to call me.

Now, go sell something!

Video

Northern Virginia Real Estate inventory and Pricing

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Scott MacDonald of RE/MAX Gateway offers valuable information on the latest real estate inventory and how important pricing is for selling your home in his video blog Scott’s Market Minute. Sellers are urged to price houses competitively to sell fast.

For a free Home Market Analysis, contact Scott MacDonald (703) 652-5777 There’s still time to get your home listed for sale!

Buyers, rates are climbing, now is the time to buy a home! Email Scott for a free optimized homes for sale search list. scottmacdonald@remax.net

Success as Appraisal Concerns Rise In Northern Virginia Real Estate

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Uh – oh some appraisals are low!
As we enter the spring market I have growing concerns over appraisals here in Northern Virginia. As we come out of the “slower” winter months, appraisers have fewer homes to choose from to help catch them up with the market today. We are seeing 20-30 people regularly at open houses which is rare for this time of year. There are only 3,081 houses for sale in all of Northern Virginia – a true supply issue for the number of buyers in the marketplace. As a result, it is rare not to see multiple offers on houses listed today. This is not an artificial “run up” of housing prices and we are not stretching prices as we are still below the highs of the housing bubble in many areas. The law of supply and demand should dictate property values in my opinion.
Here are examples of the last few appraisals we have come across. Two single family homes in the same neighborhood in Fairfax both recently came in low – one was sold at $850,000 and appraised for $847,000 – really? The other one sold at $877,000 and appraised for $811,000. How can these numbers be so far off from each other and where is the real estateAppraisal Concerns scottymacsblog market headed today? One of our agents listed a town house in Countryside for $320,000. They received 3 contracts in the first weekend – an obvious issue of supply and demand. Well, it sold for $326,500 and appraised for $300,000. The appraiser used a short sale that had closed several months prior to this sale at $260,000 as a comparable. Short sales are less than 8% of the market plus if it closed several months prior to this sale, because of the short sale process, the contract was written several months prior to closing – how is this truly a reflection of the market today? We also had an offer come in on a town house in Centreville recently which sold for $450,000 and appraised at $435,000. The appraiser used a new town house in a community down the street that settled in July of 2012. Again, as it was new build, the contract was written a few, if not several months prior to the settlement – is this a true indication of market value today? What’s worse is there was a closing in the same neighborhood which was a higher value that settled in December that was not used to support the price of our town house. Lastly, we had a condo in Sterling that came in low by $8,000. The sales price was $175,000 and it appraised for $167,000. I think you can understand our issue.
What can be done? First, provide information to your sellers and buyers early. Set the expectation that the property may not appraise for the sales price and discuss the potential options with them so they understand what the next steps would be for them. Let them know that the appraisers may have difficulty finding suitable comparable sales – this is where you must be diligent and provide solid comparable sales to the appraiser. If you are dealing with an FHA appraisal and the sellers of comparable properties paid closing costs for their buyers, let them know the appraiser will take that amount off the top of the sales price which could bring down your value. As there are many multiple offer situations, some buyer’s agents are putting in high offers to get an approved contract knowing they won’t get the needed appraised amount – let your sellers know this is the case and the highest price is not always the best offer. If you are selling a new home, most builder contracts do not have appraisal contingencies in them for their protection, not the buyers. As prices of new homes are escalating this becomes a concern for buyers today. Remind them that an appraisal is a snap shot in time based upon historical data that is already behind our escalating market.
In addition to providing information to your sellers and buyers, provide extensive details to the appraiser. Plus, don’t just provide them with information, meet them and discuss what you and they are seeing in the market – build rapport by sharing your stories and listening to theirs. Share with them your comparable sales and why they should be considered. Explain the Home Pricing Wizard to them in detail and how it helped you determine the market value. Provide them with copies of the competing offers so they can see it is a desirable property. Share with them your feedback from Showing Suite that shows other agents that visited the property how they felt the property was priced at market value – or below. Bring market data from RBIntel that shows the market is increasing in value, as well as, articles that point to this fact. You must be diligent in your representation of our clients and do all you can to get the houses to appraise.
The good news is not all properties are appraising low, but there are enough that are, so this is why you need to pay attention and educate our clients on what is happening in the market. This separates you from other agents and makes you a professional. Get it? Got it? Good!
Now, go sell something!

An Xplosive amount of information!!!!!

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We recently went to the Xplodethis Conference – a quick hitting, action packed, content rich event that offered the latest in real estate technology and some of the best speakers in the industry.  Here are the notes that will be helpful to you and your business!

MRIS – 12,000 agents have not done a transaction in the last year, 13,000 have done fewer than 3 transactions – basically 40% of agents don’t do the business!  If real estate is your business, technology is your platform – you have to get on the technology bandwagon to be successful!

Mobile is where it’s at for the consumer AND agents – have data on demand in your hand!  We are still in a people business – technology only helps you communicate.  In the next 3-5 years, more searches will be done a mobile device than PC. 

Study of consumers:

  1. Last 10 years – #1 complaint is not enough or lack of communication
  2. This year – consumers feel they are MORE educated about the product than the agent

Top 5 uses of tablets

36 new tablets will be released this year in this market – top 2 – Ipad2 and Motorola Xoom

  1. Data on demand
  2. Real estate searches – Realtor.com has high res. photos
  3. Planning calendars/Contacts
  4. Presentations – shows content and value
  5. Video capability

Top 9 Apps

  1. Realtor.com – can draw a circle around where your clients want to live
  2. ReaddleDocs/PDF Expert –iPad – opens PDF files
  3. Sign my pad – iPad – signature application
  4. Karl Jeacie’s Mortgage calculator
  5. Evernote – voice audio now
  6. Dropbox
  7. Cam card
  8. Cam scanner
  9. Hootsuite – manages all posts to social media

Today’s consumer is multi-media, multi-taskers – find people who would not normally find you

  • Watch TV while surfing the we
  • Surf magazines and scan QR codes
  • On phone and laptop at same time
  • 85% of people find your website other than direct search
  • Your marketing shouldn’t cost you money, it should make you money
  • Check out Agents of Change

Let people know you are Realtor – direct FB, Twitter, Linkedin to your blog where you talk about real estate and incorporate 365 things to do in your area

Use video – neighborhood videos, personal videos of clients about neighborhoods, schools, etc.

Use location – 4square and learn how people are looking to find locations

Use Twitter – use as an educational tool to do your job better – research think tanks, follow experts, get information and share and use in your business.  Find answers for people

Blog – neighborhoods, business, and valuable content so you receive leads!!!  Work your butt off as it is not a magic pill be consistent, be persistent and don’t quit – don’t be afraid to have an opinion – find a unique place and unique vision.

Google –

  • Google.com/Picasa – group resizing, renaming, add to Google maps, collage, add to Facebook, post to Youtube movies
  • Google.com/Voice – transcribes voicemail, sends text message and you can call back
  • Google.com/Latitude – lets you see where someone is at all times with their permissions
  • Google.com/Sync –allows you to sync all mobile devices at one time to calendars
  • Goog.gl – URL shortened – similar to tiny URL – creates Analytics and QR codes automatically
  • Google.com Maps – you can send maps to their GPS or as an email look at Matt’s video on how to use this feature www.
  • Google.com/PowerMeter – monitors the power usage at your home but needs to be compliant with power companies
  • Google.com/Add URL – use for adding every post you put on internet
  • Google.com/Alerts – monitors information on what you want to follow and helps you monitor your online reputation – yourself, your listings & share with your clients, your company, your competition
  • Add where your listing is located – Vienna, Fairfax County, VA – in MRIS to get better mojo in Google
  • Google.com/Places – add your business address and you can get analytics from it as well

14% of people trust what you say about 91% believe what others say about you – peer recommendations are so important today – go to rate-an-agent on Google and see what happens.

Sites where agents can be rated – you are being rated so you better check out what people are saying about you

  • Homethinking
  • Incredibleagents
  • Ratemyagent
  • Mountainofagents

Need to have a plan to ask to recommend you – please go to www.blah/blah/blah.com and ask to recommend you there…Don’t take my word for it – see what others say!

Solution

  1. Compete.com – search to see which site is best
  2. Facefied.com – aggregates all of your reviews so you can put a badge on your email, website, etc. and have people look at and review you

People want sold data from your website

302 million people are considered mobile users – more texts are sent than phone calls being made

Mobile web is growing 8 times faster than traditional web did 10 years ago.  Incorporate mobile into your listing presentation and speak about your solution to this for your clients.  Lower bounce rates and higher capture rates with mobile website.

Video optimization – video=leads=$ – video houses, your profile, and testimonials.  It’s not about what you think – it’s about what they Google!  Become a local provider of content that national companies don’t have the capability to provide.

Universal SERPs Results – 84% Informational – 18% Navigational – 8% Buy from me sell with me – do “how to” videos.  Do “Town Tours” – restaurants, schools, politicians, shopping centers, new homes, etc. and tag them properly.

Most Googled term is “how to” – how to move, how to fix a plumbing issue, how to anything and

Clients want to see video 6 times to 1 over text.

84% of rankings on Google come from Youtube videos

Keep it short – under 2 minutes, use fluid head tripods – no Blair Witch production, make it slow when panning & tilting, don’t zoom in and out, always be in focus, have external microphones, lighting – use white balance/Iris, Rule of thirds – be off to one side or the other but not in the middle.  Rotate male and female voice overs if you are going to do voice overs.  Talk about benefits and features not the layout because they can see it in the video.  Always use studio lighting to hide shadows.  Make videos about what the consumer wants!!!

RPR is for Realtors only and provides tons of content for our clients – gotta see to believe!

Tips for a better website

  • Quick to load is important
  • Don’t want to have to scroll side to side to see all of the content
  • Upper right should be content information – your contact information is preferred here with a form to contact you
  • Don’t use stock photos on your site
  • Use video or professional photographer
  • Work for the client not the commission – don’t use these things (don’t use honest, integrity, etc.)
  • Don’t use featured listings
  • No one cares what you look like – photos of you shouldn’t highlight site
  • Website shouldn’t be built to appease sellers it is used to get new clients
  • Consumer wants to search – giant section and easy to find
  • Valuation models on site too
  • How’s the market?
  • Hyper local information on site.
  • Use Madlib example on your forms
  • Tribusgroup.com/shredder – thanks Eric

QR code on brochure box flyers should drop you into your mobile website

  • Have a personal website
  • Actively market your website
  • Get mobile
  • QR codes on fliers
  • Get social on your website

Use tools that work best for you – video, digital signatures, and mobile devices are extremely critical today for Realtors to use and understand – don’t forget to USE YOUR OWN BRAIN

iPad is a great tool for agents to learn AND use effectively

Marketing and prospecting in real estate – how we receive information today is different than in the past but people still want to be reached out and touched.

If you are a knucklehead in the office you are probably worse on line

Every form of marketing reaches a specific audience – know who you are trying to reach and why.

AVM’s are strictly a baseline and are still not quite there.  Let’s you know if you are in the ballpark but remember they have a huge margin of error.  Set expectations of everyone in the process that there is a margin of error.

Use RBIntel to help support your offer or make a better one!  The stats go back 5 years…

If I were starting today – where would I begin to build an online presence?

  • Make it easy to search for homes
  • Create community landing pages
  • IFrame search into your listing page
  • Need lead capture – don’t have outside links on your site
  • Get local – talk about the community
  • Create content want to share
  • Publish more
  • Measure your results
  • Do a self-audit of your website

Social Media is relational not transactional

  • Provide real time breaking news in their city
  • Things to do/events
  • Every deal in driving radius of their house
  • Automate your updates – maintenance free
  • Social commerce – groupon/living social $25 for $1,000 cash back at closing when buying or selling a house with RE/MAX Gateway
  • Social discovery – drives social commerce
  • Airbnb is the Groupon of 2011 and will create real estate liquidity – your room for rent, your basement for rent, etc.
  • Become a media star through automated messages
  • Become indispensible resource to your clients

Track your customers, leads, contacts through CRM

Leads are:

  • Bogus
  • Suspects
  • Or real prospects

CARMA – Client Acquisition Relational Management Acquisition

Initially set up as a forecasting tool for Fortune 500 companies to project earnings

Understand CRM

  • What
  • Why
  • And, then how

A good CRM system integrates MLS data and transaction data

Intangibles of success in real estate

  • Likability – can you control it?  Yes!
  • Be intentional about your actions – if your actions depended upon someone liking you or not and this determined whether or not you were able to feed your kids do you believe you control your actions
  • Perception is reality.  There is a perception of you in the marketplace and you can’t control it – craft your message you want others to believe and get the perception to the public.

Reason for success of top 100 companies

  • Speed of implementation of systems
  • Take action

CRM is a strategy for managing a company’s interactions and engagements with customers, prospects and clients.

Today we are dealing with Social CRM – advocacy, experience, service support, marketing, PR, sales on a relational basis.

Involves technology to create the best type of CRM

  1. Organize
  2. Automate
  3. Synchronize business practices

Success marketing – putting your plan on paper

How many lead sources do you need to be intentional and direct about growing your business – 4 to 6 – these include but are not limited to your sphere, niche market, online, networking, farming, etc.  Put them in groups and market to them differently.

What data should you collect – personal profiles, demographics, and conversations.  Why?  To build the relationship!

What do you send to whom and when.  Think about this seriously.

Stop drip campaigns and create or start a two way conversation.  Send valuable content, have a call to action, and the human interaction is critical.

Communicate to connect with people, don’t talk at them!

E+R=O

E=Events in your life

R=Response to those events

O=Outcomes

  • Events happen to everyone
  • It’s not the events that cause you to be or feel the way you do, it’s your choice of response
  • There are always at least two responses to every event

How do we learn how to react?  Parents influence is the number one way they respond.

Nobody makes do you anything – you choose your response.  An example is “he made me so mad” – he didn’t make you mad, you chose to be mad.

Everyone has an emotional checking account – think, is there a different way to respond to events?  Our account is full at the beginning of the day and the events we encounter make us write checks for each one we have.  Think before you write you check and don’t write a $5 check for a $.50 event.   

Don’t let self-help turn into shelf help – use what you learn!

Wrap-up – get yourself a mobile device.  By 2012, more people will use mobile devices instead of personal computers.  We are in a “freeware” environment but it will become “payware”.  Data is king – provide the right tools to get the right information out clients.

In today’s ever changing real estate market, you need to stay ahead of the curve.  Get it?  Got it?  Good!

Now, go sell something!