"Consult
The Coach" Archives
Stuart Kaufman, MS, MBA
“The Real Estate Coach”
June
2007 - Volume 7, Issue 2
Q.
Dear Coach:
I
am a Buyer’s Agent for a successful listing
and selling agent. Our Sphere of Influence is the
same, so it is hard to differentiate what I contribute
sales wise. I typically take clients to see homes,
perhaps find them the right home and hold all the
Open Houses which seem to seldom get me new clients
of mine/ours (The agent lists higher end homes). When
I was first starting out, 3 years ago, I did other
people’s lower priced listings and did OK but
could be better at the whole Open House process as
well. I want to contribute to the business. My goal
is to get new clients. What can I do, what books can
I read, or class could I take that would help me?
Signed,
Wanting
to Contribute
A.
Dear “Wanting to Contribute”,
Based
on your question, it sounds like you are ready to
become an active player in building your team’s
business.
Improving your skills at holding an Open House may
generate some sales. Staying connected to your past
clients, and others in your Sphere, however, will
definitely generate sales. Open houses are “Reactive
Marketing.” This means that you are waiting
for people to come to you. Mailings are also Reactive
Marketing since you are waiting for people to call
you. In contrast, personally calling and meeting with
people in your Sphere is “Proactive Marketing”
since you are actively reaching out to them. In my
experience, most agents spend most of their times
doing Reactive Marketing to people they don’t
know and very little time Proactively Marketing to
people they do know.
You mention that the agent you work with lists higher
end homes. Carolyn Heckman, a Luxury Home Marketing
Specialist with John L. Scott Realty, offers her ideas
for making open houses more effective:
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- A.
Create an “event” with a theme
to make the open house special. Give the event
a name based on the neighborhood or season.
Do something that stands out, like having
a Latte Cart.
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- B.
Canvas the neighborhood to create visibility
and interest. Post the event on your brokerage
website.
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- C.
When people walk into the open house, hand
them a card with questions about what they
thought of the house. Tell them that you would
value their feedback. The card also asks for
their contact information. Ask for, and remember,
their name.
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- D.
If visitors are already working with a Real
Estate agent, contact the agent to let them
know that their client attended your open
house.
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- E.
Follow-up with a personal e-mail or phone
call that day thanking them for stopping by
and providing feedback.
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| Now,
in terms of your “Sphere of Influence”,
even though you share the same Sphere with the
agent you work with, you can still significantly
contribute to your business by staying personally
connected to the people in your combined Sphere.
By showing up as a dependable Real Estate “Resource”
person, you will get a more consistent flow of
referrals and business from your Sphere. The key
is to develop a system that provides consistent
personal contact with your past clients. And remember,
that if you don’t stay connected to your
Sphere, some other agent will. For further ideas
on how to work with your Sphere, go to www.GetYourSphereinGear.com
or www.buffiniandcompany.com.
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About
the Author:
Stuart Kaufman, MS, MBA, is a Real Estate Coach who
specializes in helping Real Estate agents earn a 6-figure
income working 40 hours or less per week. He resides
in Washington State and is a regular contributor to
numerous Real Estate publications nationwide. Got
a question for the coach? Contact Stuart at coach@stuartkaufman.com
or 206-725-1584.
©
Copyright 2007, Metamorphosis Coaching. All Rights
Reserved.
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