The Best of RETSO презентация

CCO, MB BUZZ

person)
Mostly email communication
Have to be on top of them
4 of 6 would not use their agent again
No expectations set or never asked
5 of 6 choose the first person they contacted the other used a family friend
Only one would happily refer them to their friends

- Got a listing presentation
4 - Long periods with no communication
Once/week would be great
4 - Did open houses – wanted more open houses
4 - Always have to be on top of them

Would you hire them again
2 yes (trained them)
2 probably
2 No
Would liked to have been asked – how often and how I liked to be communicated with.
5 provided no follow up after the close
3 – Professional pics made a difference

SELLER

25% - Agent Honest & Trustworthy
21% - Agent Reputation
16% Friend or Family Member
4% Care about the Technology

Call with Changes and updates
Not Important – Advertises in Newspaper or Facebook activity
Most Important – Personal attention

66% went with first agent they contacted
How important is calling back quickly
How important is making a good 1st impression
YOUR marketing strategy is key to them
3% - Factor your commission played
Educate consumer on accuracy of Zillow/Trulia (Zillia)

tech & High Touch
High tech as support to create relationships
ANSWER YOUR PHONES
It’s our business and It’s their Lives
Learn how to leverage tech to improve the level of service you provide

Get RECOMMENDATIONS and REVIEWS from every client
If you stress professionalism – Use professional photography Above $200k
Would you use YOU based on the photos you are using?
First Photo is critical
Video Narration better then virtual tour

quality of your communication is key
Innovation in customer service is an industry BLINDSPOT
Consumers are tired of Canned robotic realtors vs making a connection
1 in 6 got a listing presentation

4 of 6 didn’t feel agent earned commission
A Listing presentation builds YOUR VALUE
They start with Zillow and when ready they go to local agent
Zillow syndication confuses most consumers and then they realize they need you

to demand quality
70% only meet 1 Realtor
Photo Quality – Consumer votes with their behavior
OVER 1/3 of business is closed without a functional website

66% Contacted 1 agent
Focus on ways to enhance the customer experience
Don't fixate on Technology
Difference maker = YOU
Don’t waste time on poor agents – Broker Agent Hiring

LISTINGS

How to use it to change the consumer experience
It’s not about 100 Apps
SiteGeist – local info demographics
Business Card – No – Get into your consumers pants – Yes it was said –Pixelhub.me mine at Pixelhub.me/pierre
I have a digital card let me send it to you what's your mobile # - I get there Name & #

CRM – Contactually (Mobile version)
DotLoop – Complete transaction solution
Closingti.me – Collaborative way to keep client informed
Animoto – Mobile app – 20-30 pics (android or iphone) for property videos
After Sale follow up - homekeepr – Home maintenance reminders sent to your phone

LEADS -WE ALL WANT BETTER CONVERSION

Do not assume they know anything
4 Tools
Rapportive – Gmail connected
Yesware – Gmail connected
Google Voice – Use as lead ph #
Better Voicemail
Yesware – 100 free emails tracked /month
Google Voice – send call to several different # - Eliminate VM

Better VM – Saves them into email++
70% of people who get an agents voicemail don’t leave messages
Tech Savvy Agent – Great resource
I have some important information that you requested about 124 Main st, call me as soon as possible (Phone*, Text or email)
There’s a lot of inquiry about that property right now call me asap
Facebook.com/techsavvyagent.com

LEADS -WE ALL WANT BETTER CONVERSION

Commonalities of Highly Rated Responses
Sense Of Urgency
Personalization
Displayed Expertise (4 min vid on area)
Always end with a Question
When are You planning to move?
What Appealed to you about this home?
Respond in 5 min or less – 100X more likely to connect than in 30 minutes

NOT WORKING
Thank you for contacting me, how may I help ….
Long Email – GONE
Email with Pic, Video of you – 3X open rate
Video on Home Page or Landing Page
Send Text With Video – In Car come out of snow

& Specialization is Huge
Key Developing your Negotiating Skills
Listing – Discover the unique story of that property – Use Pics & Videos

Yes they will – It will just be more about the people and the service you provide

WORLD

Only 3 reasons person comes to your site
What’s for sale
What’s my house worth
What’s happening in the market
Create Websites that target these points
Mobile is what’s Next
Google searches for Real estate down 70%
Very few people care about your website

Zillow 70% mobile and climbing
More mobile user of Facebook
SEO and IDX are last decades Battles
Mobile responsive site or sites
Fresh content
Put content in their pocket (Automatically)
Easily shareable
Lead conversion built in

FROM REFERRALS EVEN SOME WHEN ITS NOT REFERABLE BUSINESS

Do you have any friends I can help?
VS Do you have any referrals?
Observation – What is it? – A: Crayon
Empathy – Why is it? – Tool for Kids to draw their images
Observation + Empathy = Insight

Broker & Agents Brands can be complimentary
Peanut Butter + Jelly
Nike + Jordan
McDonalds + Coke or Jack + Coke
NFL + All Team Franchises
Positioning – “We are the only ______ that _______” (tough to do)

Goal is to deliver Value to a specific Audience/client – Ask the Questions as the Client

SYSTEMS

3 Pillars
People | Service | Distribution
What happened to blockbuster?
RedBox - _______ Changed
Primary Distribution for Real estate Listings is taken care of - ________
THEN the only thing left is People & Service

Less about paper and more about people
Commission going up
FSBO’s going down
New ways of doing business – Metrobrokers
Consumers expect to work with real people and companies with personality
Example of People & Services Rock-stars
Starbucks (wait 1 min vs 10 to 20)

Real estate can’t be completely commoditized = Huge Emotional Decision
THEREFORE – People & Service are Huge

PEOPLE-FIRST SYSTEMS

The barrier of distribution no longer exists
Agents want to work with brokers that care & will help them succeed
Empowerment
Top 25% want lead gen & Conversion
Top 5% want transaction/admin support
Mobile
Agents look to brokers for tech, not in the office need mobile solutions

Be there
Top 25% want deal doctoring (50%)
Top 5% want emotional support (65%)
HOW YOU GET THERE
What got you here wont keep you here
Right Systems
Right Approach
Think Longterm

Real estate can’t be completely commoditized = Huge Emotional Decision
THEREFORE – People & Service are Huge

PEOPLE-FIRST SYSTEMS

Right Systems
Streamline, work process, compliance + Control
Empower agents, mobile productivity all in one place
Delight your clients
Right Approach (Mindset)
Put people first with a mission bigger than you
Have a personality, be human, embrace imperfection
Have fun, choose to be happy

Think Long Term
Quality
Humanity
Mobility
Efficiency
SPECIALIZATION is how you maximize service to your clients
Quality over quantity
GREAT PEOPLE do not WORK ALONE

Real estate can’t be completely commoditized = Huge Emotional Decision
THEREFORE – People & Service are Huge

atrocious in this industry
Phone – Answer your dam phone
Social Ads – Your not addicted to Facebook your addicted to people
Retargeting – follow those that don’t convert
Twitter Ads – Targeting demographically and geographically
Video Ads on YouTube
Landing Pages convert leads best

Most Websites are to Complicated

OR IN WAY TOO SOON

50 email inquiries made on exact same 350K listing to top agents on google search
Results:
42 phone calls + 92 email follow ups
.84 phone calls and 1.84 email follow ups
ONLY 7 agents tried to call me more than once
Average RE lead – receives:
1.4 phone calls + 2 email follow ups – PITIFUL
Stop doing or saying this its wrong – If they don’t return my call or emails they aren’t really interested
4 reasons you don’t send email – SPAM | SAY NO | Sending the wrong thing |Unsubscribe
Be professional, be creative, be fun, be persistant

Follow Up Forever – If Coke had your email they would email you every day

– Cosmo
Open up now or lose me email
I noticed you subscribed x months ago and you haven't opened any email if you would like to unsubscribe here is a link
Offer something, The complete guide to North Myrtle Beach (Get even more targeted)
Create 3 types of content
Cornerstone - Evergreen
Connection – Fun things and things to do in area
Conversion – Every listing before it goes into the MLS | Buyer assistance webinars
Conversion – Open house pages )All of them in the area
Conversion - DPA – Down payment Assistance Pages

79% of leads do not turn into anything mostly due to poor follow up

A DIGITAL-FIRST WORLD

Your not addicted to social media your addicted to people
What Many have said:
Facebook is stupid | I will never pay a bill online | Do you have one to add?
One second online – “GOOGLE IT”
We’re one click away from everything and everyone
Ebay now – deliver anything within 1 hr to your door
Drizzly – 30-60 min wine delivery
QUICKEST WAY OUT OF BUSINESS is to get romantic about the way things used to be or we have always done
P2p has replaced b2b and b2c | example airbnb.com | Uber – Taxi | taskrabbit – finds someone to do something for you |etsy – Jewlry | elance – outsource | Kickstarter – p2p in lending

Would you like to BE YOUR OWN CLIENT? Be honest with yourself

IN A DIGITAL-FIRST WORLD

Human Companies Win
Those that don’t see themselves as a spreadsheet
Example - Tom Shoes – Free Shoes
Ever late for a plane – “Sorry go see customer service” What would have changed if that was your friend or brother at the gate – They would have tried to open the door
Be that kind of company
Change requires a blueprint – YOURS NOT SOMEONE ELSES
Example Yahoo.com with sexy young beautiful CEO acquired 30 companies only kept a few
The blueprint was to acquire the cool people (not the companies)

Would you like to BE YOUR OWN CLIENT? Be honest with yourself

IN A DIGITAL-FIRST WORLD

Purpose before technology
Example Billboard with QR code on it
Shot Spotter | Houzz | Nest – thermostat doesn’t use as much energy
Quality creates quantity
Bad example – Mcdonalds all about Quantity | Honest your embarrassed your there
Good Example – Starbucks gets it
LTV – Life | Time | Value
Which way are you treating your clients?
Evernote – Cohort Analysis – How long you use it then become a paid user
____% due this after ___years

Would you like to BE YOUR OWN CLIENT? Be honest with yourself

IN A DIGITAL-FIRST WORLD

Service is Marketing – ITS NOT OVERHEAD
Great marketing of the future is great service
Example Zappos = A customer service company … that sells shoes
They have a quitting bonus – paid $3000 if you quit in the first 30 days
Bad service = Bad Marketing
Yelp is a verb
When bad service happens – remember what a human would AND should do
By flowers for your wife
Square makes paying simple
But we say how cool it is
Tripit – Consolidates flights, hotels, rental cards all in one feed

Would you like to BE YOUR OWN CLIENT? Be honest with yourself

IN A DIGITAL-FIRST WORLD

Businesses are Built on communities
Farmersonly.com - single in the country| Match.com | ourtime.com –older daters
Trulovia – single in the real estate industry
You can build a community around your business
Facebook Groups | G+ communities
Communities need a tribal leader – its own language – e.g. Venti
Passion Powers Profit – There is equity in NO
Stars are Made in Hollywood
Surround yourself with great people
5 people your closest to divide by 5 = within 10% of your income
5 Michael Jordan's win zero championships
The strength od the wolf is the pack

Would you like to BE YOUR OWN CLIENT? Be honest with yourself

IN A DIGITAL-FIRST WORLD

Only you write the story
Innovators – Jack Dorsey – creator of Twitter and Square
Most important thing is to get started and get idea out of your head
Only you can write your Story
Steve Jobs – You can build your own things that other people can use
Walt Disney's drawn out vision in 1958 is almost identical Today

Would you like to BE YOUR OWN CLIENT? Be honest with yourself

– CCO, MB BUZZ