Posts Tagged ‘Sales Training’

Glenn Twiddle

Real Estate Secret Shop Final Results

While I will continue, with my teams of clients around the country, to keep tabs on things, I am done with my year long exercise ‘secret shopping’ agents open houses because the results are in, and clearly, there is a winner….

And the winner is….

ANY AGENT WHO WANTS TO GET OFF THEIR BUTT AND DO THE WORK !!!

Yup, here are the final results. Over 14 months, and after visiting 102 Open Houses, we have the results of how the agents out there treat the properties entrusted to them by property owners.

We were looking for certain criteria. Now not all of the criteria we were looking for is necessarily the right and wrong way, they were just indicators that I was curious about, and of course some of them are absolutely critical to both the agents’ success in terms of their ability to get their sellers the highest price (their legal obligation to do), and in turn, their success in their own career. One cannot exist without the other.

So the critical ones, I believe, are these

- Follow up process – did the agent make one or several attempts to follow up with guests at the open? Did they use multiple media ie phone calls, sms, cards, emails to do so without being too annoying?

- Qualifying – Did they simply give a guided tour? Did they not even do that, did they meet at the door, tell you to have a look around and call me if you like it? Or did they ask you some, not too many too quick, but some probing questions to find out if you may be interested in buying the property, taking a second look, goodness, even flat out did they ask ‘You Want To Buy It???’

- Be Nice - We wanted to know how many of the agents were simply nice people in their character, rapport building etc. Some great customer service advice I got recently that I think many businesses have forgotten. BE NICE !!!

We measured other things into 3 CATEGORIES….

- Presentation of marketing and take home materials below average, average/ok and ‘Very Good or better’

- Presentation of the Open itself  including the agent’s presentation, signage, street appeal, extras, etc.

- Did the agent promote other properties other than the seller’s property before ascertaining that 100% this WASN’T the property for the buyer.

- Were there two people there from the agency? Were the buyers escorted or left to their own devices?

- What contact details were collected? Asked for?

 

So, after visting 102 open homes primarily in S.E. Qld but a few in Perth and Sydney, the results were these.

The secret shoppers were instructed to say ‘We own a house in the neighbourhood, and we’re just checking out prices.’

They were also instructed to give the agents whatever contact details they requested.

Some interesting (I am politely removing the word appalling here) statistics

• 72 made no follow up in any way shape or form

Goodness people. What are you doing to get new business? Even if you go by the this idea, ‘If the buyers want it they’ll call me.’ Ok, wrong idea, not in your sellers best interest so change the idea, but even if you do, what the hell are you doing to get a new client? Are you ignoring the people in ‘Real Estate mode’ and going back to your office on Monday and saying ‘boy it’s  a bit quiet today?’

Or even worse, are you ignoring these people and then going and being an ‘annoying pest’ making cold calls to people who AREN’T interested, while simultaneious ignoring those people who, in some way shape or form, ARE interested.

• 2 followed up on the day of the Open
So you have a chance to be in the top 2 agents to be considered out of 100 choices in your area, if you simply follow up on Saturday. (and you say the market is slow? NO, THE AGENTS ARE SLOW !! – not speaking to you if you are ticking all these boxes I’m describing, see my closing paragraph asd it may be ‘life changing’, or at least, ‘career changing’)

• 4 agents were complete no shows
Unacceptable. Goodness guys, it’s in the paper, it’s on RealEstate.com.au. I don’t care what has to happen, ‘SHOW UP!!!’ If you can’t, get somebody else to show up, but don’t leave me, and several groups of buyers standing on the footpath.

(It’s funny, I did have one Sales Manager call me up after this exercise about a year ago and thanked me for doing him a favour by drawing attention to the study so they could improve. Great attitude !! Initially I was also met with a lawsuit threat. It turns out this was a Principal defending his salesperson, and you know. I get that. What’s really interesting is the defended salesperson has since contacted me, initially a bit p____ off, understandably, but we had a good chat not long ago, and I tell you, while this stuy was not meant to reflect individuals one way or the other, nor to point the finger at any single agents, it did have the benefit of having one of the agents improve out of sight and continue to do so. Hats off to this individual.)

• 31 of the agents made our ladies either ‘feel unwelcome,’ neglected or they described the agent as completely arrogant
There are 10,969 bboks on Amazon on the subject of ‘Customer Service.’ Did we really need over one    million  pages (all of these books are well over 100 pages), at an average of 300 words per page. I mean do we need 300,000,000 wprds to say two……

BE NICE!!


• 83 of the agents made no attempts to move towards a close in any way
Kevin Turner, from Radio 4BC’s Real Estate Talk and RE Uncut, the show for Real Estate Agents, was most appalled by this statistic. In a market where many agents are struggling, to not investigate this is, in Kevin’s opinion, the worst stat of this exercise. I may think the follow up, or lack thereof is worse, but this one’s up there.

• 2 Followed up with an SMS the day of the Open
A good, cheap and impressive strategy, takes 10 seconds using a template or 20 seconds to compose one from scratch, and 2 out of 102 employed it.Don’t get all sexy with you ipads and your facebook pages or any new media until you effectively use the one you already have.

• 2 Followed up on more than one occasion

They say most sales happen, with a prospective client, on a contact between 5 and 19 contacts into a relationship (in this case I’m talking about a listing ‘sale’ because in my opinion, an agent doesn’t ‘sell’ a house, they market it, present it, follow up and negotiate on behalf of the owners, and of course, if a buyer ‘buys’ it, they may do so on the first contact. In this case I’m talking about listings.)

So if that’s the case, all of 2 out of 100 have half a hope in hell of being any better than ‘being tortured to death’ in this industry. There is NO WAY to be successful in any marketplace with this level of follow up systems and procedures.

• 1 Got more details than just a mobile

In this age, people have so many other ways to be contacted, so not to even ask for any other contact details at all, well, it’s a wasted opportunity. I have agents that ask for (AND GET) mobile, email, mailing address (by asking for a license for security condition of entry), and whether or not they are on Facebook.


• 1 had promo material better than a colour photocopied flyer, or booklet.
‘So you’re selling a home and you have promotional material no better than what you’d have to sell your fridge on Ebay for $500. Do you think I am going to entrust my $500,000 ASSET I have worked my whole life for to you, Mr ‘Black and White Photocopied flyer Real Estate Agent?’

That’s what your sellers are thinking. And I know what you’re thinking too…’Oh Glenn I can’t afford to get that fancy printing done, those booklets, CD’s, Video tours, DVD’s…..’

How close was I? Well you can and must, and get the seller to invest in these materials as well. Yes there are some that the office might do for you, or your business might supply, but if you haven’t got the skill to show a seller why they need some of these tools to get the highest price possible, then either get the skill or get out of the industry!! Harsh, but your job is that of a MARKETER and if you can’t MARKET, then when the market is tougher, you’ll be gone, and you’ll blame the market….NO, the reason you left is looking at you in the mirror when you wake up and shave for that Government job you had to go get.
Yeah, this article is getting harsh, well I quote Jim Rohn, ‘Don’t Wish It Was Easier, Wish You Were Better.’


So, if you’re a Real Estate agent….

you’ve probably thrown something at the PC screen, sent me a nasty email saying ‘How dare you Twiddle?’, swore at me under your breath, swore at your brand for not better equipping you (no, it’s not even the brand’s fault), maybe had a cry or at the very least, got upset and frustrated,  and thought of all the reasons why I’m wrong and this article was a waste of your time.

The bit about getting upset though….GOOD…if you got upset, then you deserve it, because believe me, the guys of my training who are kicking butt, would have read this article with the biggest grin on their faces in history. They know that by doing these things, and telling their appraisals to ‘secret shop’ before deciding on an agent, they KNOW they are in the top 1% of the industry if they consistently do this year in year out.

So if you are upset….GOOD….You should feel remorseful !! No one gets into this industry saying ‘I don’t want to be successful.’ EVERYONE WANTS to be successful. But very few people’s ACTIONS reflect this.

So go ahead, feel bad, go and look in the mirror, and believe me this will be hard, arguably the hardest thing you’ve ever done in your life, and say, this market, and my results, THIS IS ALL MY FAULT.’

In fact, until you feel bad, there’s a very high chance that NOTHING will change. So enough of the positive thinking, go and buy Larry Winget’s book, Shut Up, Stop Whining, and Get a Life or People Are Idiots and I Can Prove It! take responsibility for your career and get better.

You might also, at the bottom of your email to me after you’ve finished swearing at me, with a tear in your eye, ask me for a copy of my open home training, although after reading this article, you probably don’t need more training, but get in touch if you need to.

 

Glenn Twiddle
(yup still brave enough to sign my name to this)

About the author

‘I teach agents a step by step, 1-2-3, fill in the blanks system for becoming the number one agent in your area,
how to become a six, or even seven figure earner, in 3 years or less no matter where you are right now.

It’s worked for me, for my teams over the years, and now is working for many of my clients.
And if you learn the system, and apply it in the manner it’s described, there’s a good chance it will work for you too.

For a free copy of my best real estate training tip (other than this article),
which is my number one listing tip I’ve ever trained, go to….

www.RealEstateFreeGift.com

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Glenn Twiddle

Real Estate Training – 10 Tips to Turbo Boost Your Real Estate Career

How to Kickstart or Re-energise a Real Estate Sales Career

Make a decision - The first thing you should do is DECIDE that this is something you want to do. Watch the movie ‘Rudy’ and decide that the effort is worth it, and make it your mission to be the best. Go to www.RudyRuettigerTraining.com for a copy if you can’t find it.

Become a life long learner – I am a full time trainer and speaker and I am still a student as often, if not more often, than I am the ‘teacher.’ For a list of where to start, visit www.SuccessBookReports.com , or email me and I’ll happily give you some of my favourites. Our rules are that if the sun is out, only CD training can be coming through your car stereo.

Build your database. Database is king in the new millennium. Your database is only as good as your ability to use it. As technology gets us in touch with each other in more varied ways and with increasing speed, we need to stay in touch with these advancements. That being said, this will always be a people business, so you can’t rely on your database, but you’ve got to build one. It’s your professional equity.

Make sure your database is segmented. If you have a potential seller on your database who isn’t selling for 7 years, and you contact him with property information and open homes every two days, they will unsubscribe, it’s just a matter of time. However, if your hot buyers only hear from you once a month, they will buy elsewhere, so categorise your contact accordingly.

Study people – There are many ways to improve your ability to communicate with others and influence them. Learn these skills!! Technology is only a small, but necessary part of the equation. The words that come out of our mouth, and the way we use those words are the only product we create, so make those words actually worth the commission you are charging your seller as their representative, and not just being a mere conduit between buyer and seller.

Don’t only email out property stuff. There is a psychological principal that was made famous by Cialdini called ‘Reciprocation.’ The great Aussie tradition of ‘the shout’ at the pub is based on this. Imagine I was to take you out to dinner on a Monday, and I picked up the bill. Then on Thursday we went out again, and again I paid, would you not feel increasingly obligated to repay me in some way? Utilise this principal by GIVING to your list, and not just offering ‘Free Appraisals.’ It’s tired, done to death and your list know they can get a free appraisal so don’t be wondering why they aren’t leaping for joy when you offer them this amazing service. Get more creative. What you give them doesn’t have to cost the earth either, but give give give !!! Especially your potential sellers who aren’t selling yet, and may not sell for many years. Reciprocation encourages referrals !!!!

Businesses are people too !! Why just market to individuals in your marketplace? Build strategic liaisons with local business owners who might want to tap into your evergrowing database. And give referrals for free, without a thought of ‘what’s in it for me?’ Just give and you’ll get back. It’s psychology, not magic. Business owners own properties and deal with hundreds, even thousands of people every month. Think outside the square.

Think like Lexus !! – I have a few videos on YouTube on the subject of ‘Customer Service’ and how much it is said, and how rarely it is experienced. There are many companies (banking, telecommunications, etc) that are WINNING AWARDS and yet I think we’ve all experienced their idea of customer service. They are hardly developing what I call ‘Raving Fans.’ Check out my videos on YouTube for what Lexus do, and find a way to think like LEXUS. They are living it, not just saying it.

And think about what real estate agents often think of as great customer service, maybe a 50c Christmas Card once a year. We’ve got to do more than that.

Get Mentored, Trained and Coached. The first thing I did when getting into real estate was invite the 3 best agents in Brisbane out to lunch, no matter what the cost. And one of the best took me up on the offer. And I listened to his advice, and DID IT. So whenever someone successful gives you a tip, respect them enough to do what they say. If they’re a millionaire and you’re not, just do what they say. They know better than you (for now, keep learning and catch them)

Reward Referrals – I don’t mean the clients, I mean the person who REFERRED them. A thank you is nice, a small gift is better, but think about this. If I was a real estate agent and I gave you a referral, you’d happily give me 20% of the commission for a good referral. Would you be willing to give a member of the public something to the value of 20% of the commission? Why not, if you’d give it to a colleague for the exact same thing? And reward them with something THEY would like, but wouldn’t normally get it for themselves.

About the Author

Glenn Twiddle is internationally known as the no B.S., straight shooting, Real Estate and Marketing Trainer and Author from Australia.

He states ‘I teach Real Estate Agents a step by step, 1-2-3 system for becoming the Number 1 Real Estate Agent in your area in 3 years or less, no matter what your experience right now. It’s worked for me and my salespeople in my business, for many of my coaching clients, and if you learn it and apply it in the manner it’s described, there’s a good chance it will work for you too.

For a free 10-CD and 2 DVD training program, that retails in various Real Estate shops for $1164 at full price, visit

www.FreeRealEstateSalesTraining.com

and you can have a copy for free.

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Glenn Twiddle

How to Sell or List a Property every DAY by Some One Who’s Doing It

A note from Glenn Twiddle

(and a gift – download this interview with Chris, completely free – 25 min mp3 format.

Real Estate Training Tips – Chris Gilmour

click or right click and ‘save as’)

.

Rarely have I seen someone come along like Chris. Maybe twice.

And even rarer (ie never) have I had one of my serious hitters, someone who has had six figure MONTHS, offer to share, for an entire day, every secret they have, no holds barred, for such a low investment.

In fact, if he charged $3000, just half of one commission, it would be a bargain, but at the low price he’s offering to do this for, and with a double your money back guarantee, well suffice to say, if you’re not coming, you’re lfat out insane.

A guy who earned $135,000 in his first year and took that to $880,000 in his second, and in his third year, is on track to hit a million, well he DESERVES, no COMMANDS, your (and my) attention.

Visit www.ChrisGilmourTraining.com ,  grab a ticket, because this WILL sell out fast, and I look forward to seeing you there.

Input code ‘MENTORS’ and it will knock $200 off the ticket price, bringing it down to only $97.

Glenn Twiddle
www.GlennTwiddle.com.au/blog for a free gift

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Glenn Twiddle

Glenn Twiddle’s War on the Slower Real Estate Market

‘Cry Havoc and Let Slip the Dogs of War’

QREAS War

Ok, the theme for this is a bit daggy I know, but hey I had fun designing the marketing and at least 50% of the marketing I do is for my own amusement, haha. Anyway, I wanted to invite you to this event as a reader of this awesome blog, and Greg gave me some stick on Facebook the other day, and as his apology, he let me shamelessly plug this great event I’m putting on for agents.

Here’s the copy….

Hi Team,

I’m here to tell you, you won’t find comfort hiding in your ‘bomb shelter’ when this tight market really hits. It’s pointless and ridiculous to expect to thrive and make great sales careers without new tools in your toolbox in what is a radically new market that some agents are ‘Ill-prepared’ for.

I have responded by preparing what is arguable my best half day training I have ever put together, and I’m joined by a very, very special guest.

There won’t be any mindset training today. This special guest is pure selling skills. In the USA there is a ‘round table’ for excellence in selling in his field and the top 1% are invited to join this round table.

Well, this guy is in the top 1% of the top 1% so suffice to say, ‘He’s a gun !!’

Now I trust you all know the quality of the training we have endeavoured to bring you over the years. Well this day will arguably be the best we’ve ever presented.

And the fact is, I understand many of you are hurting right now. Kevin Turner’s stats that he predicted are coming true as we speak as more than half of the industry leaves because sales are too tough.

Well, it doesn’t have to be that way….

Our guest at this ‘Call to Arms’ has already said that this is the greatest opportunity we have seen in real estate since the boom in early 2000’s and he’ll spend the morning telling you why this is so, and how you can capitalise on this opportunity.

If you’ve never been to a QREAS event before, make sure you click on the ‘What You’ve Said’ link above and see for yourself the quality of the training that QREAS provides, and at the cost we are putting this event on for, there is absolutely no excuse for you not to attend, and subsequently thrive, in this changing market.

You used to have two excuses for struggling in this market…

Ignorance and Laziness

With the ridiculous cost of this summit, you now can no longer use excuse number 1 – so sign up, and join the bootcamp. See you there soldier….

Go to www.nswreas.com.au to ‘Take Up Arms.’

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Tom Caraccio

Dan Kennedy & Straight Shooting Sales Both Agree… “We are at the beginning of a New Economy”

The way Real Estate Agents sell their services has changed…Forever!

Those of you that know me and get my monthly Straight Shooting Sales Report would know that lately I have been talking about this new economy topic a lot.

The reason I have been talking about it so much is because this new economy has changed the way business happens. And if you don’t understand how it has changed, or what it means to you then you are destined to struggle soon if you haven’t already noticed a change. This whole new economy was one of the driving forces for us to launch the Rainmakers Inner Circle Coaching Membership, because YOU need a place to plug into for continual business and personal growth and success if you haven’t heard of it yet check it out here http://www.straightshootingsales.com.au/gift

But this post is not about that.

Recently I was reading Dan Kennedy’s new book, “Sales Success in the New Economy” and I came across a page of information that aligned with a lot of things I had been thinking about lately. Dan’s new book talks about the emerging new economy as it directly affects sales professionals.

Here are the new realities… my take are in italics.

  • All the power has returned to the customer/client and he or she knows they have it.

Information is at your customers fingertips. They search before they call. It’s not like it used to be, where they call the biggest or the best company. They know they live in a free market that is open to competition. Plus most markets compete on price not value.

  • The customer’s tolerance for anything ordinary – ordinary products, services, expertise, experiences, for the banal and commonplace, and certainly for incompetence – is zero.

Sad but true, you don’t need to agree with this but you do need to see it for what it is and understand it. You need to think experience, wow, exclusive, appreciation. People want to be cared for.

  • Money will be spent more judiciously, so it will be available only to sales professionals with a much higher level of knowledge, skill, preparation, discipline, and sophistication. A more cautious consumer, striving to be sensible and responsible, will be judging you and trying to determine if you are worthy of his/her trust before he/she buys from you. You will be under greater scrutiny.

Selling is finally becoming a profession. It will be institutionalised and will stop the dreamers wanting to enter it. The person who learns the psychology behind why people buy and studies human behaviour and sales and persuasion will be the sales super star of tomorrow.

  • You must genuinely earn your right to your customers’ interest and support by providing well-matched, specialised, even customised product, service, and value propositions. People now have the opportunity, power, and awareness to demand what is specifically for them and precisely matched to their needs, interests, and desires. They are not going to be on buying sprees, buying whatever is in your wagon that you want to sell.

You could sum this up nicely by saying just this…”You have to get better as a person, better as a professional and better in all areas of your business”

This is all happening right now… With all the advances in technology, the pace of business has changed. How your clients make their buying decisions has changed. How they choose their real estate agent has changed. Information is readily available to them that they armed to the teeth before they even start speaking to an agent.

Add to this the stereotype that real estate agents are untrustworthy, (remember you are right down the bottom above used car sales people), that it’s almost an uphill battle before you start.

Times have changed. You have to earn the right to be their agent; you need to build your credibility and authority, which will earn their trust. Once you have systems in place that can create this for you, you will never worry about losing business to others because you are protecting what is yours. But if you keep doing things the old way, you will be subject to auditioning for listings with 3 or more other agents,  usually resulting in fee discounting to win business.

I’m talking strategy here, a formula that needs to be followed so you deliver high quality “wow” service to all your clients. Starting at lead generation where the relationship begins right through to lead conversion and lifetime referrals. This is the mantra of the New Economy Sales Super Star. This is the way of the future, an honest, authentic and specialised approach to building relationships, therefore building your business.

NOTE: I’m not meant to promote on here but I’m passionate about this and I truly believe this will help anyone wanting to know more about Selling in The New Economy…I have a CD which has 8 principles to building your real estate career, which covers 8 strategies for building relationships the right way, plus simple, cost effective ideas to boost your listings every month. You can get a copy for free and I will even pay the postage check it out here… http://www.straightshootingsales.com.au/freecd