Connie Goodrich, CRS (McKinney Realtor) Texas

How is it that some agents just stand out among the rest? They are top producers, well known, attract business like a magnet? At a glance they are strikingly visible. Give yourself this edge by resurfacing yourself and your business.

Image - A distinct identifiable trait in your business - a brand that your name is easily identified.

• Image can relate to your marketing materials - color choices, style.

• Logo, slogo- when viewed or read identifies immediate with you. Example - Just do it! You think of Nike.

• Feature - tools to bring attention. One Realtor hung red shoes over every for sale sign and called herself the Red Shoe Lady. When you drove by you immediately knew her listings. Hats - The Hat Lady of Dallas - when you saw a lady with a hat you knew it was her.

Professional Presence - being involved with varied organizations in the real estate industry and also outside with charitable activities and networking groups.

• Be visible by involvement with varied organizations.

• Be selective on where you will devote time and commit to full involvement. Don't just be a casual attendee but a reliable member and involved with varied responsibilities.

• If you commit to a position then do it well and right. Being a reliable one demonstrates that you are attentive to your business and organized. If you do a poor job the results will be damaging to your image.

• Seek opportunity to speak at functions or teach classes. Visibility is created and respect is earned.

Character- the judgment others will have regarding your personality and integrity.

• Be the Realtor others love to work with. Treat all with professional courtesy.

• Energy is contagious and brings a positive attitude... always. Be uplifting and give a smile away.

• Serve on ethics committees, panels, etc. Stay on top of the industry rules and be known as the one who others ask input because of your experience.

To be visible takes action. Action to design your business to reflect your personality and recognition, action to be involved, action to bringing a positive attitude that spreads the energy and uplifts.

We have been trying to catch some elusive squirrels who have decided our attic is the "hang out" spot to set up house and of course throw parties at night. Wonder why the squirrels have not fallen for our trapping attempts? Setting oneself up for failure is an unfortunate but common theme in our industry.

Why is it that we have good intentions to commit to aspects of developing our business, yet when all is said and done it evaporates away? Quit standing by and watching and get into action!

Prospecting - Key to our business and an absolute need to do if you have hopes of building to new levels.

• Select at least one new prospecting activity (postcard touches, newsletter, expired listings, FSBO, etc)
• Calculate the cost associated with the prospecting activity and budget.
• Take the new activity and develop a business plan on how to integrate it into your schedule.
• Develop a touch program of when the activity will take place.
• Place the activity on the calendar.
• Follow up and DO IT!
• Hold yourself accountable once a week to make sure you are doing what you committed to do.

If you have a lack of business, you need to prospect. If you need to build your listing inventory, you need to prospect. If you need buyers, prospect. Prospecting ... we all know we need to do it. Few really do and those who do we call Top Producers! Would you rather just sit it out or trap the business?

I got the phone call, the one we love to get ... a builder had three homes that he wanted to list and he wanted to visit with me. He had tried selling the properties himself and because of my visibility in the area wanted to talk with me.

All homes were located on the same street and we agreed to meet at the properties so I could walk through and then discuss. The first home was lovely, beautiful quality. The second home was nestled on a beautiful creek lot with mature trees. As I walked the home I noticed a slight upheaval in the kitchen area floor. The home was stunning but I had expressed concerns about the area and inquired as to what the builder had noted. He told me that after the home was built and had sat for a couple of months that the foundation developed a problem in that area. He said he had some foundation work done and piers were added, something that probably should have been initially done on this lot. I asked him if he had the paperwork regarding the correction as it would be needed to go with a seller's disclosure. He said that his homes were new construction and he did not have to do a seller's disclosure. (The state of Texas exempts new construction from disclosures). I responded that I was aware of the law of disclosure but I felt that since there had been a problem that required correction this would need to be disclosed. The builder called it an initial building construction issue that was addressed and a disclosure would not be required nor would he fill out one.

Thank you very much for the opportunity, but no thanks! I explained that I differed from his view and I felt the home had been fully constructed and sat finished then developed a major issue (cost of $20,000 to correct). I wanted no part of this deceptive representation and left.

He later listed with a Realtor, I never showed his homes because who knows what else was "covered" up. The homes are now sold. I believe I not only saved myself marketing dollars but possible legal issues. Do you think different and what would you have done?

Ever at a loss of how to explain in simple terms the valuation of a home? You have prepared an analysis of a property value for your clients and now are visiting with them with blank stares across the room. Maybe that electrical engineer is quizzing you and they just can't quite grasp how you derived at you range or recommendation.

Task made easy ... give them a visual image. Explain that you have thoughtfully prepared an analysis that mirrors what the buyers in a market are willing to pay for a home. Take them through these steps to stir them to your conclusion:

• Your home is like a jigsaw puzzle. Each piece of the puzzle represents an important amenity, feature, componet that a buyer will recognize and give credit.
• The borders of the puzzle is the entire site that your home is situated. The buyer recognizes your home's location, site size.
• As we build this puzzle the buyer will recognize a view amenity, also will add for a positive view or deduct value for some view challenge such as traffic, view of multi-level structure such as apartments, etc.
• As we continue to build the puzzle the buyer will recognize the living area as one factor, number of bathrooms, number of bedrooms, finishes such as fireplaces, garages, kitchen features, etc.
• Condition is a piece of the puzzle, level of updates.
• When you complete the puzzle you have the total picture and the value. Each piece that the buyer assigns value makes up the completed puzzle.

When a buyer visits a home they have things that they are seeking. Each one of these items are of value. The value of each piece is determined by what the buyer will be willing to pay for that item. The value a buyer is willing to pay does not necessarily equal to the cost that the seller paid for that feature. The buyer dictates the market value of a home, not the seller, not the cost, not the appraiser and as much as I would love to have the power, not the Realtor. We need to adjust our thinking and realize that the buyer sets the tempo for what homes will be worth. That is what an appraiser does in their analysis, they make adjustments for varied facets of a home that mirrors what a buyer would be willing to pay.

To be able to see your completed puzzle clearly Realtors need to explain that several homes should be considered and that one sale or listing does not make or break the value of a home. Many factors need to be put together like this puzzle to see the total picture. Step back and see the entire picture, not just one isolated piece.

We are in a profession of pleasing. We want our clients to have great thoughts regarding us as a professional and to like us on a personal level. Often in our strife to win their approval we fail in the category as a professional. We become like puppets repeating what our clients and customers want us to say or validating their thinking so they will like us. We fail because we do not tell them what they need to hear.

This message is clear - never waiver from being a professional. You are not running for a popularity contest. Your job is to deliver top level service, give honest input and recommendations. You are responsible for helping them purchase a home or sell their home you have listed. By honest reflections you will be able to prepare them properly for decisions and expectations. When you do your job you will have earned their respect and they will indeed love you.

As a listing agent you are faced with discussion regarding proper pricing, staging and condition issues. A seller needs to be presented factual information about the home value. By honest input concerning condition issues and staging you can give them thoughtful ideas to help maximize the value of their home and minimize days on market. It is critical that you deliver any news with a professionally couched delivery so that you are perceived as caring, understanding but your point is made. For example if a home has a smoke odor, you need to let them know how this will impact the value. You simply say - I noticed when I came in to visit that there is a smoke odor present. I understand that this is your home and certainly respect that you were in the comfort of you house when you smoked. However, I have to be honest in the fact that the majority of buyers visiting your home would have some concerns about eliminating the odor and will not be able to enjoy your lovely floor plan, updates, etc. Have you thought about this possible objection? From there you can together discuss ways to alter this condition. Same thing applies to the true value of the property. The seller may be out of step in price and they need to factually be made aware. By a thoughtful discussion you can still remain friendly and not be viewed as negative. Buyers may need an honest discussion regarding expectations. We want a home with wow amenities but pay peanuts. As their representative you need to help them adjust their requirements and compromise. Buyers may want to negotiate in a poor fashion and you have the responsibility to advise them of how their offer may be viewed by the seller.

You have been honest and professional. Now you have to respect that some clients may still choose to go against your recommendations. After you explore the consequences the ultimate decision is yours, is this client you feel you can work with or assist? Remember your relationship with a client is partnership with both parties working together. You will find that clients often may not like what message you deliver but they will ultimately respect your input. This may save them time and money on decisions. You truly will be the exceptional professional.