Bob Corcoran

A common technique shared with job seekers is to prepare a 30 second commercial about themselves. When they make a job call or meet someone they know, they are encouraged to work in the commercial as it give more insight them than saying, "Hi, I am John Jones. I have a degree. Please hire me."

As agents, sometimes we list all our credentials on our websites and flyers without really convincing anyone that we are the best agent for the job!

However, as a knowledgeable expert, you embody just what the name implies. You are more than your written credentials. You are an expert in the field of real estate, who knows what it takes to buy or sell a home. You know how to best market a listing and get the highest price. You're familiar with the homes in your area so the buyer isn't riding around for weeks searching for something she likes.

Most important, you know what it takes to get stuff done. How do you demonstrate your skills to prospects before they ask you to do a listing presentation, or even before they are personally in the market of buying or selling a home? Easy. You do it while networking. Let's look at an example.

"So what do you do?" the person asks.

"I specialize in helping clients sell their house for the highest possible price - regardless of location," you reply.

"Really," he responds. "Regardless of location, huh? I always thought location was everything when it came to selling a home."

"Well sure, a great location is going to make my job a whole lot easier. But there are a bunch of ways to maximize your selling price without necessarily having the huge corner lot," you answer.

"Something I like to do is to put an extra light or two in some of the higher trafficked areas in your home," you suggest. "I don't know what it is, but when you combine good light with a clutter free layout, homes just seem to sell faster."

"Is that so?"

"Oh yeah. As a matter of fact, I got a listing the other day where a home just wasn't selling fast enough. A mutual friend of ours knew about the situation, referred me to them and within a couple of weeks, their showings were increased by 30 percent. As a matter of fact, we've got an offer on the house right now."

"Really?" (Pause) "Let me get your card. I've got someone you might want to meet."

Notice how you clearly demonstrated your expertise in a subtle, yet powerful manner? The conversation didn't feel like a "pitch", just a comfortable exchange of good information with a person who clearly knows what she's doing.

While all the other agents are answering the "what do you do" question by saying they're an agent and allowing the conversation to stop right there, you're actively demonstrating your expertise in a subtle, yet informative manner. Just like your neighbor did when you asked them about the lawn.

The bottom line is that any agent can win a deal during a listing presentation, when the client is in the market for their service and simply wants to make a decision. The truly successful agent starts the process long before that. They start the process when talking to someone for the first time by clearly demonstrating their skill and professionalism with everyone they meet. They are a knowledgeable expert, are you?

Make A Commitment: I will become The Expert!

Deadline: ____________

As business coaches in the world of real estate, we are often asked, "How can agents better differentiate themselves during a networking event when other agents are present"? In other words, most agents shine during a listing presentation, when all their notes and market analysis are right there in front of them. The question then becomes, how can they do that while networking, when time is short and they're talking to someone they just met?

It is easy; begin to think of yourself as the knowledgeable expert. You are the type of person who knows a good bit about a particular subject but is not stingy or preachy with the information. A conversation with you on real estate needs to be like talking to your neighbor about the lawn.

"Boy your lawn looks great! What are you using on it," you might ask your neighbor.

"Well I've been using Scott's lately and it is really doing the trick. I used to use Miracle Grow and I don't know...it just wasn't working. I've had Scott's for the past few weeks now and it has got this lawn looking good as new. It gets rid of those fire ants too."

"Really," you ask.

"Yeah, I picked up a bag at Lowe's for $5.99 a pound, just right down the street here and I was good to go. Real easy to apply," your neighbor replies.

"Hmmh."

Notice how he provided valuable information without seeming overbearing in the process? As a matter of fact, I bet if during the middle of the conversation he worked in the fact that he was in the lawn care business, you would be sure to consider his company next time your yard needed some work. Why? He obviously knew his stuff. Who wouldn't want to work with an expert?

Imagine yourself doing the exact same thing when talking to people about real estate. You become like the neighbor in my example, the knowledgeable expert. This type of person is an absolute pro in everything they do. They're the type of agent who knows a thing or two about buying and selling homes. They are happy to share it with you without the "What's holding you back from starting today?" and "Are you currently working with an agent?" questions. If you haven't noticed by now, very few prospects ever respond favorably to question like these.

You can you turn yourself into a knowledgeable expert in those situation where you have to rely on what's in you rather than what's in notes.

Make a commitment: I will reevaluate my networking approach.

Deadline: ______

Like any other things you do in our business, you need to research a few things before you hire a virtual assistant. With most virtual assistant companies, you are not making a long time commitment, but you want to find a good match to maximize your time.

What do you need to do before you hire a virtual assistant?

Research VAs

There's an ocean of information about them on the Internet. Search on the words virtual assistant for literally thousands of results.

Revisit your business plan

I'm a big proponent of business plans, especially ones that make service to your clients a top priority. You will want a VA who understands your commitment to your clients. Beyond that, identify tasks best handled by VAs then turn those tasks into a job description.

With systems, everyone on your team knows exactly what's to be one. Diagram every task the VA will complete in a workflow, show deadlines and required results. You'll end up with detailed checklists for every task so all future VAs will know precisely what's to be done. (This goes for work on a ‘position' versus ‘project' basis - if the job requires ongoing work versus just a single undertaking.)

Know what you're willing to pay

One of the advantages of VAs is that you're not limited by location. You can shop around for VAs who live where wages are perhaps more reasonable. Don't limit your search to just your community. This does to mean you buy labor as cheaply as possible. Just as with an employee, you are buying skill and staff satisfaction.

Know your technology needs

Don't fret too much about this; VAs are usually well versed in computer and software requirements. Costs are minimal. For example, a VA can access your computer files for as little as $20 a month through www.gotomypc.com. Even if the virtual assistant is not an expert in your software, you want someone who is flexible and versatile enough to pick up what you use.

So let me challenge you right now - today. Take a few minutes and assess your efficiency in your real estate practice. Are you as efficient with your time - day in and day out - as you can be? If not, you're cheating yourself. Give virtual assistants a closer look and your success will be virtually assured!

Make A Commitment: I will assess my efficiency in my real estate practice and hire a virtual assistant.

When the Internet took off in the 1990s, many predicted it would end agents' jobs. Ha! Not even close! In fact, the Internet has bolstered Agents in many ways. One way is through the arrival of virtual assistants (VAs) - those who work off-site. Many specialize in helping agents. There's a good reason why VAs are flourishing: efficiency.

Productivity is vital in business, but productivity without efficiency is a sure path to a slow and painful death in real estate - or in any other business. VAs help you put a laser-like focus on what you do best -sell real estate. I practice what I preach. My director of technology lives in British Columbia. He saves me a bundle every year. I don't pay for his equipment, office space, insurance, vacation days, sick days, training or any other budget-draining items. I pay him only for what he does best - so I can do what I do best.

Talk about synergy. I like VAs because they go to the very heart of my business: developing and implementing systems that put real estate practices on autopilot so agents can enjoy more of their life.

Direct mail is the tried and true method of reaching new customers. You may think that's old school, but think of your own mail, which is probably filled with catalogs and invitations of all sorts. Virtually every one of those items has a website printed predominantly on it, yet you are sitting at your desk, looking at a mailed piece. Sometimes it is annoying when also you get frequent emails from the same company. Haven't they heard this is the green age? But, I digress.

Even in real estate, direct mail still has its place. Since it's expensive, you better make sure your direct mail stands out. It should have an offer and call to action that will product what you want - interested people who call you.

One purpose direct mail can serve is to further establish that you are the area expert. There's only so much so you do to prove that on a post card. Forget long letters - people don't want to read pages of your achievements.

One unique approach is to send out a neighborhood Quarterly or Annual Report to people in a geographic farm you would like to secure more listings in, as well as those areas that you have sold several properties. Your report might include pictures from the area, including some of your current listings, along with your contact information and some market stats from the area. To make it useful to people and something they would keep, add a mix of community and real estate information,

1. Highlights from the last year (i.e. local high school won the league championship, July 4th block party, etc.). Be sure to include pictures and any other types of pertinent information for people who live in the area.

2. Quotes from local experts about what they expect the local real estate market to be like in the upcoming year

3. Quotes from old or new residents in the community about what they like about the area.

4. New services in the area

5. Assessor's maps and/or title company information

6. Information about what economists believe will be happening to prices and interest rates

7. Addresses and phone numbers of public services such as police, fire, library, etc. as well as phone numbers for local merchants

8. Information about upcoming sporting events, plays, concerts, and other types of leisure activities

9. Any fun idea you believe people will enjoy such as gardening tips, barbecuing ideas, etc.

This may sound like a lot, but compiling the information should be easy. Most people who receive your annual report will keep it "just in case" they need to refinance or perhaps have to sell. They may even request it in future years (or future quarters if you do it more frequently.)

Once you've sent the report out, you will have a reason to call them to make sure they got it. The follow-up call is a great way to ask if they know of anyone who wants to sell or purchase real estate. It may even be them! Happy prospecting!

Make A Commitment: I will begin using market reports as a creative direct mail mail to develop my farm area.