ELITE AGENT Issue 15 Feb Mar 2017 by Elite Agent

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6 ELITE AGENT • FEB - MAR 2017

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Contents Regulars 010 EDITOR’S LETTER 012 READER PROFILE Jack Richardson 014 THE WATER COOLER Catch up on what you may have missed 018 ASK THE COACH Claudio Encina 028 MINDSET CORNER Jet Xavier 030 BUSINESS DEPOT John Knight 032 PEOPLE PARTNER Alison McGavin

034 DATA INSIGHTS Eddie Cetin 046 PROFILE Amber Werchon, Amber Werchon Property 056 THE HOME STRAIGHT Mark McLeod

First Person 020 TIME TO TAME YOUR DATABASE Josh Phegan 022 MUCH MORE THAN MARKETING Peter Hanscomb 024 EXPERIMENT, EXPLORE, EXPERIENCE Sarah Bell 025 AN OLD DILEMMA WITH NO EASY ANSWER Andrew Cocks 026 THE CULTURE CLUB Julie Davis and Neil Williams

Cover Story

036 COLLECTIVE SUCCESS Jarrod Carman and Joel Hood, Eview Mornington Peninsula

Elite Agent 040 8 REAL ESTATE RESOLUTIONS TO DELIVER GREAT SERVICE Kylie Davis 042 GOING ALL IN WITH PHIL HARRIS Sarah Bell 044 THE HIGH COST OF POINTLESS CONVERSATIONS Tanja M Jones 048 9 MOST COMMON COLD CALL OBJECTIONS Carl Quested 050 WHAT IS YOUR BODY TELLING YOU? Marianne Dyer 052 TANEY JAIN – HIGHWAY TO SUCCESS June Ramli 054 C ONTENT MARKETING - WHY YOU NEED TO HAVE A PLAN Melanie Hoole

46 8 ELITE AGENT • DEC 2016 - JAN 2017

CARL QUESTED BUSINESS OWNER, AGENTMAIL 9 Most Common Cold Call Objections (And How To Tackle Them) Where are you from originally and where do you call home now? I’m from Folkestone in Kent, England (where the Channel Tunnel is) and now live in North Lakes, Queensland. Who or what inspires you at the moment? Sir Richard Branson is definitely high on the list, but so many people are making changes to the lives of those in need, I find them all inspirational. What’s the most important project you are working on right now? We are just hiring our first business development manager, so this is a scary but very exciting prospect for our business. Trend to watch in the industry? I think video is going to become a much bigger marketing tool. What we’ve seen in the past five years is just scratching the surface of where it will be five years from now.

50 MARIANNE DYER PSYCHOLOGIST AND AUTHOR What’s your body telling you? Where are you from originally and where do you call home now? I am a born and bred ‘Brisbanite’. I currently live in Red Hill, only around the corner from where I was born in Paddington. If I did have a second home it would be in Paris or Nice. Who or what inspires you at the moment? My clients inspire me. They demonstrate such a depth of resilience and strength. I am fascinated by Martin Seligman’s work and am currently re‑reading his books about being authentic and living a flourishing life. What’s the most important project you are working on right now? Currently I am developing a leadership and culture resiliency program, which is founded on neuroscience, positive psychology, transformational leadership and systems thinking. Trend to watch in the industry? Mindfulness is already popular, with a growing trend on using phone apps such as Head Space and Mindfulness Daily. In the busy-ness of the day there may be more reliance on technology to tell us to stop and smell the roses! But, I see a swing away from technology to back to mindfulness in nature, such as health centres, Buddhist retreats, or the good old Aussie camping. Favourite quote or words to live by? “It is only with the heart that one can see rightly; what is essential is invisible to the eye.”– Antoine de Saint-Exupéry, The Little Prince

CONTRIBUTORS 54

MELANIE HOOLE MARKETING STRATEGIST, HOOLE MARKETING Content Marketing - Why you need to have a plan Where are you from originally and where do you call home now? I’m an Essex Girl. (Phew, glad to get that off my chest.) In the same year I came into the world so did fellow Essex peeps Russell Brand and Jamie Oliver. And yep, I have the accent to boot! Who inspires you at the moment? The agents I work with are driven selfstarters. It’s their motivation, to create a business and lifestyle they love, that inspires me to do the same. Favourite quote or words to live by? “And, when you want something, all the universe conspires in helping you to achieve it.” Paulo Coelho, The Alchemist.

JET XAVIER MINDSET COACH 10 truths about success in real estate Where are you from originally and where do you call home now? I was born in Sydney and grew up all over Sydney, NSW. Currently I live in Potts Point in East Sydney, overlooking our beautiful city. Who or what inspires you at the moment? Elon Musk, because he is a futurist for space travel, solar and electric cars of the future; Alibaba founder billionaire Jack Ma, because he was rejected so many times yet he kept believing. Favourite quote or words to live by? “Don’t wish it was easier ... wish you were better” - Jim Rohn.

eliteagent.com.au 9

EDITOR’S LETTER IT’S ABOUT TIME. Since everyone’s

time is limited to the same 24 hours in a day, the equation comes down to how much you can fit into those 24 hours, whether it’s real estate, other work, play or family. What is happening today is our customers, our employees, our loved ones are all attempting to fit more and more into their days to max out time available. This was a theme that I really picked up on this year at Inman in New York – a real estate conference, but one that happens to be reasonably ‘tech-heavy’. What has changed in real estate in the last 20 years? Not much in the sense of the fundamentals, but definitely a lot in technology and perhaps the number of activities that you can complete in a day, a week, or a month with the assistance of technology. When I walked up and down what they call ‘Startup Alley’ in the expo, the one big benefit to everyone of every single piece of tech on display, the one thing that

increase the value of the home if it’s well kept, but really it’s a time-saver. No more duplicating or re-writing advertising copy every time the home might be rented or sold; it’s all there in the logbook. 2. Neighbourhood Analysis. I kind of liked this one; it’s a bit like RateMyAgent but for buildings. Is the property in a good area? Are the strata rules any good? How noisy is it? Again, it might sound like another bunch of features that are just nice to have on hand, but what is it really doing? Saving the buyer or the renter time in making a decision about where

If you can save people time and provide value in whatever your interaction happens to be, they will remember you for it, and they will thank you for it. could cause real disruption, it’s all about time – and I guess about experience, but I’ll come to that later. First let me give you some examples of what we saw. 1. Home Logbooks. In the same way that you keep records on your car, there are now businesses that provide the capability to keep a home logbook online. Yes, this may

10 ELITE AGENT • DEC 2016 - JAN 2017

they want to live; possibly weeding out the non-serious customers. 3. Propensity-to-list services. These services attempt to predict which house in a street will sell next. Saves you time because you’re not prospecting to everyone, just the people that ‘the machine’ considers are most likely to

put their property up for sale. 4. Data analysis. This was a really interesting one. I dropped some of my Gmail contact list into one of these services and boom – five minutes later this service is estimating people’s salary, among other things. Could that person afford a threebedder in Surry Hills? Hmmm.. maybe not; maybe you should be focusing your time on a different group of buyers or tenants. 5. Collaboration services. Imagine having a closed, Facebook-like secure private group for every transaction, where you add all the interested parties, mortgage brokers, buyer’s agents and get notified every time it’s their turn to do something. Imagine the speed and efficiency with which you could get things done if everyone could sign documents electronically while they are on the bus on the way to work! 6. Bots and AI. If you want some family time and can’t afford to be sitting on your mobile phone or your website 24/7, let a bot handle the initial enquiry. There’s some clever technology available now that can answer basic queries and respond pretty smartly to consumers who visit your website, determining automatically whether they are looking to buy, sell, rent or something else. 7. Virtual reality. Don’t have time for an open? Save time and petrol by giving your

potential customers goggles and let them take a virtual reality tour. 8. Staging. If you don’t have time to do the place up, put your floorplan specs into a tool like Rooomy and you can suggest furniture, wall colourings and more. Or go one step further with a tool like Rhinov and get an interior designer to give the property a makeover and send you back an image, all within a couple of hours. OK, enough examples – I hear you! Suffice to say that there are plenty more apps and tools I haven’t mentioned, all of which do different things. Ultimately, though, what they are trying to save you and others is valuable time. My point in all of this is simple: Nobody has enough time in their day. Everyone – sick, healthy, rich, poor, alone or surrounded by kids – wishes they had more time in their day. On the long plane ride back from New York, apart from catching up on a couple of article writeups, I watched a movie called Bad Moms (a comedy about three mothers who are tired of being perfect and rebel against this notion). In this movie, the main character admits in the beginning “she got married young, had two kids and a job, and since then has been perpetually late.” (I could relate as I am sure many of you working mums can.) But the characters in the movie who show her a bit of kindness and support in her daily juggle are the ones who come out the good guys.

Another example – why is everyone obsessed with Uber? It’s a time-saver: you know exactly when the car is coming, where it’s coming from and you don’t have to mess about with a credit card on the way out. I book all my regular taxis through Uber now, just for that time-saving convenience alone. And it’s the same for every one of your customers, who all only have the same number of precious hours and minutes in their day. It doesn’t matter if you are in real estate or in publishing, or if you are someone trying to buy, sell or rent a property, or even if you are just a regular person on the street in a queue for a bus. This was like one of Oprah’s light bulb moments for me, in that if you can save people time and provide value in whatever your interaction happens to be they will remember you for it and they will thank you for it. I’m not saying go buy a whole heap of tech to facilitate this, because the ‘good experience’ bit, I’m afraid, will require you to be human. But I am saying do your research; see what is out there that can help you save your customers time and make the process of buying, selling, renting or just dealing with you and your business a great experience. That’s our goal for 2017 and I hope it’s one you can share with us.

eliteagent.com.au 11

READER PROFILE

OUT OF THE COMFORT ZONE From selling boats on the Victorian coast to becoming a well-respected agent and auctioneer in Melbourne, Jack Richardson brings a sharp eye to the sales market in his role at hockingstuart Armadale. Fresh from winning the REIV 2016 Novice Auctioneer of the Year Award, he shares his goals for 2017. Jack, how many years have you been working in real estate? I started at hockingstuart Armadale three years ago. I wanted to start at a wellestablished office that has market share in their area and has great systems in place, and I knew hockingstuart Armadale would be a good fit. What motivated you to get into real estate? I’ve always been good at selling. However, I originally sold boats through my own business in Queenscliff for a couple of years, which really honed my sales skills. I also had a few friends who worked in real estate, and the more I learnt about what they do on a day-to-day basis, the more I thought real estate would be a good fit for me. What is the market like in your area right now? Armadale is a hive of activity at the moment. The Stonnington area is well sought-out throughout the year, but I do find the February market tends to kick-start the year with a bang. This bumper market looks set to continue right throughout 2017. In particular, the housing market has been

incredibly strong and older-style apartments are also selling well. What or who inspires you? The people I work with at hockingstuart Armadale keep me going every day. They really do keep you accountable and also give plenty of support. What crossover skills do you bring from your experience selling luxury sports boats? The most important skill in selling is being able to talk to people and convincingly portray the benefits of what you’re selling. The two also go hand-in-hand when it comes to negotiation. When I was selling

sector of the market, so success for us is to continue to grow our market share. In your ‘briefcase’ right now is… I carry a folder instead of a briefcase. Inside I keep a couple of auction authorities, marketing schedules and a pen. Is there something or someone that you couldn’t live without? As an agent, it would have to be my mobile. We’re essentially a service-based industry, so I couldn’t do 90 per cent of my work without it as it’s how I communicate with all my clients! What is your essential piece of technology or app for agents? hockingstuart has a great system for running inspections – we have iPads to take names and details from interested buyers. This goes into an internal system which helps us log the

It can be terrifying at the start, but the more you do it the easier it gets. boats I needed to negotiate the best fees on behalf of the vendor, much like my role as a real estate agent. Define success for you? I’m always pushing myself and using my passion for the industry to better myself as a real estate agent – I see this as success. Our branch also dominates our

12 ELITE AGENT • FEB - MAR 2017

properties they are looking at, and what sort of price ranges they want to stay within. It also allows us to send interested buyers emails and text messages so we can alert them if an auction is coming up. It makes the buying process so much simpler and streamlined for them. Similarly, it’s fantastic for vendors because their properties can be

sent to buyers who might not have otherwise seen them. It’s one of the ways hockingstuart makes the buying and selling process easier for everyone. Favourite thing about reading Elite Agent Magazine? I really enjoy reading the interviews with experienced agents. Being relatively new in this industry, it’s helpful to read their tips and advice. What are your goals for the next 12 months? I’d like to continue honing my auctioneering skills and to become a go-to auctioneer in my area. I’d also like to grow my listings and sales. These are the things that will really set me apart as a reputable agent and hopefully inspire people to approach me for sales guidance. Do you have any words to live by, or a favourite quote? I like the phrase ‘control what you can control’ – this speaks to me in my work as an agent. We are very much in control of our own careers; the more we put into it, the more we get out of it. As REIV Novice Auctioneer winner in 2016, any advice for someone starting out as an auctioneer? Get out of your comfort zone and put yourself out there as much as possible. It can be terrifying at the start, but the more you do it the easier it gets.

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EFFECTIVE SALES MANAGEMENT How to get the most from your team

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BUYER PERCEPTIONS HOW DO YOUR CLIENTS RATE YOU?

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TECHNOLOGY

HARNESSING BIG DATA FOR PROSPECTING

SONYA TRELOAR

THE ART OF REAL ESTATE IN NYC

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PRECISION AND PERSONAL BRANDING

10 THINGS NEW AGENTS NEED TO KNOW

BEN MUNRO SMITH

TO•RWAINISE THE BAR IN 2017

5 TRENDS THAT MAY INFLUENCE PROPERTY IN AUSTRALIA

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SELLING PROPERTY TO SMSF INVESTORS PAGE 42

FEE NEGOTIATION

How to get what you’re worth

THE GIFT OF LISTENING and the power of presence

PREPARING FOR SPRING SELLING SEASON

IT TAKES TWO

Michael Clarke & Cherie Humel

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INSTAGRAM Every picture tells a story

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TIME TO TAME YOUR DATABASE WHAT TOP BD MARKETING SPECIAL

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M TIME TO TRANSFOR THE PM TEAM CHALLENGE

STEPS TO IMPROVING YOUR CONFIDENCE

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TION COMMUNICAYO ANGES UR CHON 9 COMM TION INA COLD CADE LLST OBJECTIONS AND HOW TOAT DOES WH HANDLE TH XT LEVEL A NEEM BDM LOOK LIKE? INTERVIEW GOING ALL IN WITH PHIL HARRIS SALES

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THE ANNUAL TECHNOLOGY ISSUE

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THE WATER COOLER D

Our daily newsletter #thebrief brings you the latest real estate news, tech and marketing tips straight up every day. In case you’ve missed anything, here are some of this months trending stories. Subscribe to #thebrief eliteagent.com.au/subscribe.

HAVE MCGRATH AND PANOS AS YOUR MENTORS IN 2017

Two of Australia’s most respected real estate coaches are teaming up to deliver a specially SPECIAL designed ‘boot camp’ that is committed DEAL to helping real estate agents achieve exponential results by giving them proven formulas that work. Tom Panos, who is arguably Australia’s most popular real estate coach and trainer, will be teaming up with property legend John McGrath of McGrath Estate Agents. Together they have designed and will be personally coaching the first-ever ‘Million Dollar Agent Bootcamp’, a tailored face-to-face and webinar coaching session which kick-starts next month. Tom and John have provided Elite Agent readers with a special discount code for this event: visit website mdabootcamp.com and enter the code ELITE to get $200 off the regular price.

buyMyplace launches new ‘Purplebricks’ style model

ASX-listed buyMyplace has just launched an agent style model in direct competition with UK’s Purplebricks flat fee style model where vendors sell their property using the expertise of a licenced real estate agent for $4,595, payable in two parts. The new offering which kicks starts on Feb 1, will enable the seller to pay a fee of $2,995 first to cover marketing cost followed by the rest of the payment once the property sells. Melbourne-based buyMyplace Executive Director Cameron Fisher told Elite Agent that the company would also be going on a ‘massive recruitment drive’ to hire as many as 100 agents Australia-wide by the end of this year to drive this new service. 14 ELITE AGENT • FEB - MAR 2017

REINSW’s Tim Anderson recognised with an OAM

Congratulations to Tim Anderson, who has not only an REINSW Woodrow Weight Award for outstanding real estate agency practice but can now add a Medal of the Order of Australia (OAM) in the General Division to the trophy cabinet. Currently Tim also provides professional guidance and advice through the REINSW helpline.

STATE-BY-STATE ROUNDUP

Electronic Signatures

TRENDING

The ability to sign real estate documents and contracts electronically would no doubt create efficiencies and streamline the process. While South Australia appears to be blazing a trail in this area, other states all have differing requirements. If you are wondering what the rules are in your state, check out the handy online summary by Elite Agent contributing writer and editor, Sarah Bell.

realestate.com.au moves into the mortgage space realestate.com.au and National Australia Bank (NAB) announced in December a five-year strategic partnership that will transform the property-buying experience for Australians. As part of the experience, consumers will be able to access a suite of NAB home loans, a realestate.com.au branded white label product, as well as a panel of other lenders. “The digital experience we are creating in partnership with NAB will make realestate.com.au not only the best source of property insights, information and inspiration, but the place where people can achieve their property dreams more quickly and easily,” Tracey Fellows, REA Group CEO, said. In other REA Group news, their global expansion continued in January, with the agreement to buy a 14.7 per cent stake in Indian online real estate marketing group PropTiger for $67.9 million.

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Purplebricks ‘will fail to ignite consumer interest’

Ray Ellis from First National has done the numbers and says that hopeful UK disruptor Purplebricks has failed to capture the imagination of consumers in Australia, selling only 150 properties since August 2016 when it was launched, equating to a 0.1 per cent market share. Meanwhile, Purplebricks continue their expansion here, opening offices in Sydney and the Central Coast, with plans also for Perth and Adelaide.

SPECIAL DEAL

AREC 2017 TICKET OFFER

The speaker lineup for AREC 2017 has been announced and once again looks the goods to be the ‘greatest real estate show on earth’. Combining outstanding local real estate talent such as Cherie Humel, Michael Coombs, Marcus Chiminello, Ric Serrao with International superstars such as Bob Wolff and Leonard Steinberg, the event promises to contain countless practical takeaways. Also billed are international best-selling authors Robert Cialdini (Influence: The Psychology of Persuasion), James Kerr (Legacy) and FBI Negotiator Chris Voss (Never Split the Difference). Elite Agent Magazine has secured a special offer of $250 off the single ticket price of $950 with the code ELITE17. Visit arecconference.com to book tickets.

READER POLL Do you want the right to disconnect from work?

The French Government is implementing a new law that requires companies to negotiate the hours of their employee’s ‘right to disconnect‘. We asked Elite Agent readers if they would want the right to switch off from work, and here are the results. Not really, but I am open to the idea if it makes a positive impact.

7.1%

46.4%

10.7% 17.9%

BRAVO BARRY PLANT - SUPPORTING WOMEN’S PROPERTY INITIATIVES

The Barry Plant Group has rendered its support in helping bolster more funds towards Property Initiatives Real Estate, a social enterprise run by the Women’s Property Initiatives (WPI) in Melbourne. The collaboration will see WPI’s social enterprise benefiting from its professional services, which include running a better-managed rent roll and achieving maximum profitability through the advice given by its property management specialist, Yvonne Martin. Proceeds received from the enterprise will go towards running WPI philanthropic efforts, such as providing affordable housing for women and children who are victims of domestic and family violence, and are at risk of becoming homeless.

Absolutely. My work/life balance needs it.

I already have this right - it’s not working out, though.

I already have this right – it’s been implemented and working well.

17.9%

Nope, I need to be oncall as much as possible. This will impede my performance and reliability.

Introducing BIBO: The future of water

Say bye bye to that expensive water cooler, bottled water and noisy kettle – and say hello BIBO. The chic and high tech BIBO water bar found in style conscious offices and homes internationally, is now available in Australia. BIBO is an all in one bench top water dispenser that filters and purifies your tap water and delivers an endless supply of chilled and boiling water at the touch of a button. The BIBO water bar comes in 10 amazing colours to suit any décor. Selling property can be thirsty work – impress your clients with a BIBO water bar. For more information visit bibowater.com.au.

How to market a bachelor pad with video Just swipe right, says Amy Youngren of Urban Lifestyle Group. Amy has earned herself a solid reputation for creative video marketing and a nomination for Most Innovative Agent of the Year by Inman news. (Do you have a great marketing video that we should feature in our online video of the week segment? Email us: newsroom@eliteagent.com.au) eliteagent.com.au 15

THE WATER COOLER How to secure TRENDIN G your network from ransomware According to the ACCC’s Annual Small Business in Focus Report (2016), the watchdog received over 7,600 enquiries and complaints from small businesses about ransomware in the first half of 2016. It is estimated that businesses lost more than $1.6 million in that six-month period.

ACTIONABLE VIDEO TIPS

Connect Overseas Buyers with Video ACCORDING TO CoreLogic and the

Australian Property Council, in 2016 more than 23 per cent of Australian properties were sold to foreign buyers. That's a $61 billion market you should be part of! Your ability to use video to market to foreign buyers more effectively can be a big selling point in your next listing presentation – particularly if your area has lots of vendors with English as their second language. MANY REAL ESTATE businesses

Ransomware gets its name because once your data has been locked up by the virus, there is usually a text file or note in the root directory with a process for paying a ransom in exchange for a file to decrypt the computer or network. Adam Woods of The Professionals, Mudgee, learned firsthand the impact that ransomware can have when it infiltrated their business. “We thought we had backups in place, but they were linked to the system and so they were encrypted too. In the end, it could have been avoided by putting some systems in place and a small investment in hardware, about $600, that could have prevented it.” Make sure you take adequate steps to protect yourself, full story and tips at eliteagent.com.au/ransomware.

BELLE PROPERTY OPENS FIRST OFFICE IN MELBOURNE

Boutique real estate group Belle Property International is redefining real estate in Melbourne with the opening of their office in Docklands. “We’re excited to open Belle Property International Melbourne and have John Wong leading the team. He brings a wealth of experience and knowledge to Belle Property and he reinforces our commitment to developing strong relationships within the Asian market,” says Peter Hanscomb, CEO of Belle Property.

VISIT ELITEAGENT.COM.AU/CATCHUP FOR FULL VERSIONS OF ALL WATERCOOLER STORIES. 16 ELITE AGENT • FEB - MAR 2017

have untapped marketing resources in the form of multilingual team members, who may be able to use their talents to win you more listings. Modern online video systems allow you to create multiple versions of any video property presentation, with different voice tracks. In only minutes you can quickly re-voice any property presentation from your desktop. For example, if your staff already hammer away on the phone, selling in Mandarin, Cantonese or Korean, why not get them to spend the five minutes it takes to create versions of your property videos that speak directly to foreign markets? Not only can they speak the buyer’s language; they can also add the cultural nuances that make foreign buyers feel welcome. If you are a regional office where everyone only speaks English, you can still talk your prospect’s language. Revoicing your presentations can be done from anywhere. You can be making the videos in Upper Yeppoon, and easily get a friend in Sydney to re-voice them for you.

In only minutes you can quickly re-voice any property presentation from your desktop. It is so quick to re-voice that it even makes sense to use video to talk directly to individual prospects. Why not use individually voiced video to follow up after listing presentations? It is a great way to communicate, and you will impress the vendor. The world is getting smaller, faster and more connected. A big differentiator is how fast you can adapt. For more information and tips visit busivid.com/elite.

Q&A ASK THE COACH – Claudio Encina Top coach Claudio Encina returns in 2017 with more of your mindset and performance questions – including valuable advice on winning listings and how to finish those necessary prospecting calls, even when you don’t want to!

I’ve recently missed a few listings – any tips to improve my listing presentation? Mele Gong, Professionals Kogarah I read about a year ago some interesting stats from Google in the United States on ‘How do people choose their agent to sell their home?’ Basically, people want to work with you for three reasons: they feel comfortable, like and trust you. Below are the stats in order of importance. • Trust 49% • Track Record/results/ credibility 15% • Negotiation 13.2% • Personal referral 11.8% • Work fast 8.4% • Brand 2.5% As you can see, your success will be determined by your ability to communicate effectively with others. ‘Social intelligence’, or the ability to interact, converse, negotiate with and persuade others, is the most highly paid and

respected form of intelligence you can have. You will need to learn to be a warm, friendly, likable and charming individual who can connect with your clients. Rapport opens doors! One of the most valuable commodities in the world isn’t gold or diamonds; it’s charm. The more people like you and think warmly of you, the more they will want to see you, listen to you, be in your presence and invite you into theirs. People buy people!

Sometimes I feel guilty not doing my prospecting calls. Any advice on how to be more consistent? Noemi Guttmann, Black Diamondz International Consistency is easier said than done, especially doing the daily dials of 30 to 50 per day. Firstly, let’s understand how the mind works and the emotions we sometimes feel. Feelings and emotions are a message there

To become a black belt in martial arts is about mastering just eight moves, not 30 or 1000.

18 ELITE AGENT • FEB - MAR 2017

to serve us: something must change. There are different types of feelings that we receive. The key is to handle them as follows: 1. Identify that this is a signal to change your ‘state’ 2. Appreciate and know that the feeling is here to serve you 3. Clarify what you want 4. Decide what process or procedure you will take to eliminate this feeling (action steps). Let’s take the example of you doing your 50 calls a day. How do you feel when you don’t make the calls? I would say perhaps you feel guilty or even angry. Why? Because you have violated one of your standards. You see, we all have a set of standards within us regarding our work, health, relationships, family, and so on. By not making your 50 dials you have violated one of your high standards and that is why you start to feel guilty or angry at yourself. So how do you get the power back and master your feelings and emotions? I would recommend using this exercise to resolve them. 1. It’s a signal; something must change (gotta do the calls!) 2. This feeling of guilt is here to serve me 3. Clarify what you want (a feeling of power and being in control of my day) 4. What is the process or procedure you will take to eliminate this feeling? (Do my 50 dials, because I recognise the feeling and state I want to achieve: a happy state). It’s that simple if you apply the above and become more

conscious of your state of selfawareness. The peak performers are very in tune with their self awareness and have support structures, especially around their mindset, to conquer anything.

I have just moved from a sales assistant role to becoming an agent. What do you recommend I should focus on? Anthony Antoniou, Laing+Simmons St George I believe the key to your success is mastering the fundamentals, a little bit like mastering the simple moves in martial arts. To become a black belt in martial arts is about mastering just eight moves, not 30 or 1000. As a coach, over the years I have discovered that supersuccessful agents have been able to master and craft their eight moves and keep it simple. We need to identify the eight moves for your business that you can master. For example; 1. Inside sales: Database 2. Outside sales: Farm area, patch or business development area 3. Circle sales: Hot-spotting around your listings and other agent listings 4. Listing presentation: Power of rapport 5. Mindset: Know your ‘why’ 6. Profit zone: Prospecting 7. Self-awareness: Accountability 8. Know your numbers: Business plan. Mastery is repetition: Go and master your eight moves and become a black belt!

To have your question answered, email askthecoach@eliteagent. com.au. To connect with Claudio visit claudioencina.com.

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FIRST PERSON

Josh Phegan

Time to tame your database

DATABASES CAN’T BE BOUGHT; they must be built, and it’s up

to you to do it. Josh Phegan explains how a modern take on a system that worked for his grandfather can help you successfully track your buyers and sellers. There’s no doubt my grandfather, Arthur Phegan, was a smart man. Way back in 1972 he categorised his sellers by the month in which they sold their property and tirelessly filled lines of notebooks with their details. At the start of every month, he’d whisk out the book for the same month from the previous year and make his anniversary calls. Mostly it was just to touch base, but sometimes he’d get another listing and then diligently write their details in a new notebook for current vendors. When they sold, he repeated the process. Simple, right? So why now, in 2016, with a plethora of brilliant technology at their fingertips, do modern agents struggle to maintain a current, categorised database they can mine to produce amazing results? If my grandfather could maintain a ‘fit’ database 44 years ago, you can too. Here’s how.

MINDSET Just like humans, databases don’t become ‘fit’ on their own. You have to decide to go all-in and work hard to yield results. Fitness can’t be bought. So make the choice and own it. CATEGORISE Without categorising your

20 ELITE AGENT • FEB - MAR 2017

A simple but key skill I’m instilling in the agents I coach is to take ownership of mail redirection for both their vendors and buyers. buyers, sellers, landlords, past clients and others, you will continually be forced to prospect as you did when you first started your real estate career. Why prospect individual by individual when you can mine entire groups of people simultaneously? What categories should you use? Buyers – All buyers start in this field and receive marketing such as automated buyer alerts. Buyer hit list – Any buyer that has caught your eye by doing something special, be it bidding at auction, making an offer or

seeking a contract, gets moved to this category. If they do these things you know they’re ready to buy now. You have an opportunity to take them to your upcoming properties and help them generate emotional attachment so they make an offer soon after the new property hits the market. Potential sellers – These are people you know who own a home but you haven’t had a face-to-face meeting with yet. Better known as the market appraisal, this meeting works like a traffic light and lets you

assess who’s ready to sell now, who will be soon and who is going to take a lot of work to get them to market. Seller hit list – Following a market appraisal, your goal is to generate listing presentations and those clients are logged in this field. You know they’re ready to go to market and much of your energy should be targeted on this group. Some agents work with categories such as hot, warm or cold sellers, but when would you ever walk into your office and think, ‘Today I’m going to focus my efforts on my cold sellers?’ It’s just not going to happen. You need to be clear about your categories and market specifically to them. A simple but key skill I’m instilling in the agents I coach is to take ownership of mail redirection for both their vendors and buyers. This generates you key information such as where your vendors are moving to and where your buyers have come from. Perhaps your buyers need an agent to sell their current home or, if they were renting, does it present an opportunity for the property management division to secure a lease agreement? Other categories – It’s also vital to include your landlords in your database, as well as key people who refer sales to you.

A CONTINUOUS ROUNDABOUT No client should stay in the one category forever. Buyers become hot buyers, sellers become vendors and vendors become past clients and referrers. Ensure your database maintains its ‘fitness’ by keeping it clean, current and working for you. Josh Phegan is a high performance real estate speaker, trainer and coach to some of the best agents and agencies around the world. For more information visit joshphegan.com.au.

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FIRST PERSON

Peter Hanscomb

Much more than marketing

SOME YEARS AGO, IT was set up that real estate agents in

Australia should be perceived as property marketers. This was probably the worst thing we could have done; instead we should be positioning ourselves as advisors and negotiators, says Belle Property CEO Peter Hanscomb.

Yes, as agents, we do market property; but it’s is one of the easiest things that we do; and it is one of the things that is saleable through technology. Yet we seem to have primarily positioned our fee around this part of our job. We should not be seen as property marketers, but as advisors and negotiators. That is the cornerstone of what we do. We give people advice on how and when they should market their property and how their property should be presented for sale. But, the best agent is the best agent because of how they handle the negotiation between the prospective

22 ELITE AGENT • FEB - MAR 2017

buyers and the seller. It is this part of our business that has been underrated and undersold, and I believe that is how we need to be seen as an industry in the long term. We should be one central body, cultivate highly professional agents and demand full licences for every salesperson, not just a certificate of registration. If we do all of this successfully then the vendors are going to get the best price. Our very competitive marketplace has downgraded what we are worth because we use fees as the big differentiator, instead of the quality of the result. We are becoming a society that demands unrealistic consumer service, and unless we step up and show what we are worth, and why we are worth it, then we will only go backwards. The way we speak about our agents and their role has a lasting impact on the public’s perception of our business. We only need to look to Canada to see how using the right terminology not only changes how the public perceives the real estate industry, but the value they place on our services. Canada operates around the Multiple Listing System (MLS), with the selling and buying

agent achieving a commission rate of between six to seven per cent on each transaction. Canadian real estate companies maintain a high level of professional perception because they have lobbied strongly to be recognised, they are better trained and they have different accreditations. Some years ago, RE/MAX,

community, and worked hard on recognising people who have gone for higher courses instead of going through designations. This has contributed to the agents being less vulnerable to digital disruption, as people wouldn’t take the risk of a second-rate negotiator through a digital platform handling the sale of their property. One of the other big differences in Canada is that there is no outlay or risk for the person who is putting the home on the market. In Australia, we are forced to ask the seller to fund advertising and all other marketing upfront; therefore the more that is paid upfront, the lower the fee on the other end. In Canada, where the risk is on the agent, they can keep, maintain and protect a much higher fee base. If we position our industry in Australia around a central body and develop an accreditation and education system that is governed by the industry, we will be able to raise standards and promote agents with the

The best agent is the best agent because of how they handle the negotiation between the prospective buyers and the seller. the leading Canadian group at the time, introduced a tagline, ‘Canada’s #1 Negotiators’. It was followed up with a series of people being interviewed about their experiences with RE/MAX agents in Canada. This positioning statement saw the group grow from about 27 per cent to 43 per cent market share across the country, with a commission rate of over six per cent on an average deal. Unlike Australia, one centralised body represents the industry in Canada. The group lobbied extensively about the position they have with the Government and with the

best experience, education and results. Fees will be restructured to reflect this. Being perceived as a more professional body, as advisors and negotiators, we will be able to keep the digital disruption away from us as well. It won’t be about which portal we are on or what social marketing campaign we’re running; it will be about the strength of our professional advisors and negotiators. That is what will determine how we protect our fee and how we move forward as an industry.

Peter Hanscomb is the CEO of Belle Property.

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FIRST PERSON

Sarah Bell

Experiment, explore, experience

LOOKING AT THE YEAR GONE BY and gazing into the crystal ball

of the one ahead, the old saying about change being the only constant seems to ring as true as ever. But, says Sarah Bell, it is potential for change that provides the advantage of freedom that no other force can.

A lot of people fear change. Sometimes, but not often, that fear is almost overwhelming: the impact that changing or not changing may have on others, the additional effort needed and the emotional, physical, and economic costs involved. Then there is the perennial uncertainty of whether, after all that, the change will bring us closer to our goals and more aligned with our vision and values. Here’s what I know about change and what I see echoed in every discipline, whether we choose to change or have it imposed on us: It is the ability to adapt and evolve that is more valuable than whether the change itself is wholly good or wholly bad. If you are timid in the face of change or creating change, it’s interesting to note that a move which takes you backwards is still worth something, in physics and in life. In physics, there is a concept called displacement, which works like this. If you run five times around a 1 km circular track, you may have travelled 5 km in distance but, according to the laws of physics, you didn’t go anywhere because you started and finished in the same place – no change, just a lot of the same. It’s only if you finish somewhere else that you have actually changed your position.

24 ELITE AGENT • FEB - MAR 2017

So even if you only ran 1 km but you did it with direction, physics recognises that there has been displacement of the space between where you started and where you finished – a displacement of 1 km, ideally closer to your destination. If your distance sent you 1 km backwards, use your experience to move in a different direction, with improved aim. The moral of displacement is to throw off the hamster wheel; choose a

change) is what leads to death in the physical world – as well as for our business planning exercise. In business, it is important to understand that even the opportunity to change, the availability of change, has an inherent value. The complete inability to change is normally confined to the scenario of contractual exclusivity – where we have agreed to deal with another party exclusively for a period of time.

Sometimes we are tied to ‘bad deals’, not out of contractual exclusivity but out of habit or fear. strategic direction and commit to a change of position – experiment, explore, experience. In mathematical language, the measure of displacement is represented by the Greek letter delta, which looks like a little triangle and represents the measurement of ‘change in’ something. This measurement isn’t about whether you go forwards or backwards, but recognises that the change is the valuable or interesting part of any journey – and worth measuring. A delta of anything is better than delta zero in scientific analysis, because no change (or the inability to

Contractual exclusivity is, in fact, a disability-at-law because, by their nature, rigid contracts restrict the ability of a party to exercise a freedom – their freedom to change. Such a limitation on our freedom should be understood as valuable so as to similarly conceive the value of our ability to change. If we owned a pub and entered

into an exclusive deal to buy beer from one brewery, our end of the deal is restrictive because the contract prevents our changing beer suppliers. It is valuable in business negotiations to prevent other people from changing to a competitor or a cheaper product. It is valuable to our beer supplier that we have forsaken the freedom to buy any other kind of beer, even where that other beer is better or cheaper. So in making planning decisions that tie us to projects, to organisations or to particular people, we need to make sure that the beer is good, the price is fair and it’s the best of the available options at the time. If it is, restricting your freedom for that exclusivity is a valuable deal. If the restriction comes at too high a cost, the deal is bad. Sometimes we can all be tied to ‘bad deals’, not out of contractual exclusivity but out of habit or fear. What bad deals are you tied to – and do you need to be? Are you buying bad beer when there’s better beer out there? The thing to focus on with change is our freedom. With freedom, our choices may or may not work out; but whether we learn through the currency of lessons or listings it’s the delta, or the ‘change in’, that will provide the learning. Where we are free to do and to be anything we like, we are unlimited. We should not fear change, but use the freedom to change for ‘better’. By resisting change, we abdicate our freedom and can waste pastimes and lifetimes running around circular tracks stuck with bad, expensive beer – two things to avoid at all costs.

Sarah Bell is a Features writer and regular contributor to Elite Agent Magazine. She also continues to provides Corporate and Strategic Leadership at Brad Bell Real Estate. For more information, visit bradbell.com.au

Andrew Cocks

An old dilemma with no easy answer THE SHOCK RESIGNATION of NSW Premier Mike Baird last

month was illuminating in many ways, but most especially in its stark illustration of what will be an increasing demographic trend over the next couple of decades. And yes, it will have an impact on real estate, says Richardson + Wrench MD Andrew Cocks.

Baby boomers reshaped whole economies when they entered the world by the sheer weight of their numbers and they will have just as great an impact as they exit. Mike Baird’s reality mirrors that of so many children of baby boomer parents. Their failing health requires them to step up and help out, to make changes in their personal and working lives. We’ve learned to outsource many of life’s essentials, but for many the fulfilment of familial duty requires something much more hands-on. Proximity matters when there are practicalities such as transport and meals to consider, alongside simply being there for emotional support. Should a parent move closer to children while they still have their health, or vice versa? Is cohabiting an option, or is it time to replace the garden with a granny flat? A large portion of any real estate business involves vendors facing major life changes – marriage, a baby, divorce, illness, ageing and death. Often we’re dealing with the children of homeowners doing their best to care for parents who are reluctant to leave the family home or

relinquish their independence by moving into assisted care. In some very sad cases there is nobody minding out for these old souls and the relatives remain invisible until the reading of the will. Many houses advertised as unlivable have in truth been lived in continuously, despite the extreme state of decay. These are problems that are only going to grow, exacerbated by the fact of greater longevity. There are no easy answers and, while governments try to grapple with the issue across a range of portfolios including Planning, Health and Services,

many extended families are navigating a minefield in which emotions run high and important life decisions have to be made. It may surprise many to realise how pivotal real estate agents are to successfully resolving many of these issues. Often the next stage of life will depend on the successful sale of the elder’s home to finance a move into low-maintenance apartment living or assisted care.

FIRST PERSON They are frequently required to negotiate agreement between family members with divergent views about the parent’s future. While in some instances the parent will have appointed a family member to hold power of attorney, many have not. These are conversations that people need to have – with their families, their solicitor and yes, also with their real estate agent, given that in many instances the totality of a person’s wealth resides within the family home. We are a society that avoids the subject of death: thinking about it, talking about it and planning for it. It’s estimated that around 45 per cent of Australians do not have a valid will. But just as important as a document outlining your wishes after death is a plan for living. Mike Baird made a brave and selfless decision in relinquishing the premiership; one that puts family first and should give us all pause for thought.

Andrew Cocks is the owner and Managing Director of Richardson + Wrench.

We’ve learned to outsource many of life’s essentials, but for many the fulfilment of familial duty requires something much more hands-on. eliteagent.com.au 25

FIRST PERSON

Julie Davis and Neil Williams

The Culture Club

THE MOST IMPORTANT ELEMENT to an agency’s long-term

growth and success is the culture that exists within the business. Vendors and landlords have a sense for it. They may have difficulty describing it, but it is often the deciding factor when it comes to winning a close-fought listing presentation.

Every great office has a great culture, which over time becomes the foundation stone on which the future success of the business is built. Culture is a unique element in an agency, because it is something that must grow and establish itself; it cannot be bought. You won’t find it on eBay, you can’t order it from Amazon and you can’t buy it from a trade stand at AREC. Culture is developed over time and tells your customers and clients more about your agency than RateMyAgent ever will. The Merriam Webster dictionary describes culture best: “the set of shared attitudes, values, goals, and practices that characterises an institution or organisation.” You will know when your agency’s culture is right by the way the team interact and support each other. It is also evidenced by the

26 ELITE AGENT • FEB - MAR 2017

openness and trust that they all share with each other and in particular to the business owner. In a crisis, it’s ‘all hands to the pumps’ instead of ‘let’s head for the hills’. A great culture is of benefit to an agency, particularly in retention and recruitment. When we spoke with our clients prior to the Christmas break, several commented on the increasing number of approaches that were being made to their teams in an effort to lure them across to competing agencies. Nothing new here; it’s been occurring since the year dot and will continue into the future. But the important thing is that the team members were telling the business owners. They were open and honest about the approaches being made, not disappearing from the office to do ‘letterbox drops’ and instead having clandestine

Once you get the culture right, it can make your agency bullet proof when it comes to the headhunters. meetings in coffee shops with headhunters and principals. Once you get the culture right, it can make your agency almost bullet-proof when it comes to the headhunters. If you approach an agent you’re targeting to meet for a coffee, they may reply in one of three ways. Firstly, ‘Yes; when and where?’ which usually means they are ready to jump. The second response is ‘Well, I’m not thinking of moving but it doesn’t hurt to talk.’ This answer normally reflects that they are thinking of moving but want to be ‘courted’. Although they may not be moving in the short term, they want to identify which lifeboat is available if they need it. The final reply is along the lines of, ‘I’m flattered that you rang but I’m staying where I am, thanks.’ This reply says they are in an office with

a great culture. Over the years we’ve learned that people leave an office because they are not happy. It is rarely about the money; the reason is often because they feel that they are not being treated fairly or an incident has allowed mistrust to develop and has put a ‘crack in the plate’. When you have a great culture within your office, your competitors know about it. There are some fantastic but unhappy people sitting in agencies across the country, just waiting for the opportunity to join the right team where they will be appreciated, nurtured and supported. You need to be the lifeboat that most of these salespeople, property managers and admin staff secretly want to climb aboard. When you advertise for new team members you will have a larger pool of more qualified people to select from. Everybody wants to be part of a great culture – and why wouldn’t they? The beautiful thing about having your own business is that you get to define and develop the culture within the team. It takes time and won’t happen overnight. Remember to always select new team members who can add to your culture, not necessarily your gross commission; if the culture is right the commissions will look after themselves. It may take time, but the success and longevity of your agency depend on it.

Julie Davis is one of the country’s top female real estate coaches. Neil Williams is a qualified coach, trainer, licensed real estate agent and workplace assessor. Together they use their skills to assist individuals and teams to create their optimal business development pathway. For more information visit agentdynamics.com.au.

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Mindset Corner Jet Xavier

9 truths about success in real estate There’s a plethora of information available about how to become a successful agent. Everyone knows what they should be doing, but what about the reality? Check in with where you’re at with these real estate truths from mindset coach Jet Xavier.

oo many people try to sugar-coat what it takes to become a successful real estate agent. I think that if you are really serious about making a successful career in real estate you need the truth about what it takes and what the true reality is. Whether you are just starting or part-way through, knowing this will help you prepare and overcome the real challenges to a successful career in real estate.

1. IT’S TOUGHER THAN YOU THINK So many people get into real estate thinking it’s an easy ride and easy money. You just meet people, smile and sell houses. Wrong! It’s a very tough, competitive business and that is why most never become successful at it. You will be challenged and stretched and pushed to the limit. It will reveal whether you are truly made of the right stuff or not. It can also have an impact on your health, family time and social activities if you let it. It demands you to step up every day and make it happen. When the going gets tough, do you get going? 2. THE BRAND DOESN’T MAKE YOU SUCCESSFUL Yes, a good strong brand supports you; however, most make the mistake of thinking the brand does all the work. It doesn’t. The only thing that will make you successful is you. You

28 ELITE AGENT • FEB - MAR 2017

have to turn up every day and make it happen. There are no handouts and nobody carrying you along the way. If you don’t do it then it doesn’t get done. Are you a person who makes things happen or lets things happen?

3. PEOPLE WILL JUDGE AND REJECT YOU You need to have thick skin in this game and be able to deal with setbacks, rejection and people judging you. Sometimes, no matter how good your intentions are or how hard you try, people will still seek to bring you down, misunderstand and

The biggest mistake real estate agents make is to think there’s some kind of magic pill for success.

blame you. Do you get easily offended?

4. THINGS WILL GO WRONG Be prepared for things not to go the way you think they will or should. It can be a very unpredictable business and most of the time things are out of your control. What you thought and were promised would happen will often not. What people say straight to your face they will do or want might not happen either. Can you handle things being out of your control? 5. IT’S NOT ALL CHAMPAGNE AND FAST CARS People see million-dollar listings and think it’s all nice suits, hot women and fast cars. Sorry; it’s early mornings, late nights and a tonne of hard work, sweat and grind. You get nothing at the front end, but if you stick at it you could have a great career long term. Can you delay gratification? 6. JUST BEING GOOD WITH PEOPLE IS NOT ENOUGH The amount of people who get into real estate because their friends say they are good with people is incredible. Yes, being a social people person does help; however, that is not the core component to success. Being disciplined, productive and consistent determines your success. How disciplined are you? 7. YOU WILL HAVE TO INVEST MONEY The good agents spend money on their marketing, training,

servicing clients and personal and business improvement. Bad agents spend nothing. Do you spend money and invest in yourself to improve you and your business?

8. DON’T REINVENT THE WHEEL A top principal told me agents try to reinvent real estate when it’s not rocket science. It is a predictable business if you just do exactly what is required and follow the template for success. Can you take direction and follow a plan? 9. THERE’S NO MAGIC PILL The biggest mistake real estate agents make is to think there’s some kind of magic pill for success. Most attend the same events, the same seminars, listen to the same stuff and read the same thing, thinking that all these are going to provide them with a shortcut to success. In reality it doesn’t; most of the notes or information gathered sits in a drawer somewhere, never to be read or implemented. Are you an implementer? On the flip-side, if you can answer these 9 questions positively then you are well on your way to success. Jet Xavier is one of Australia’s leading mindset coaches for real estate sales professionals. Jet is an accredited EDISC human behaviour consultant, NLP practitioner, and motivational speaker. For more information visit jetxavier.com.

Business Depot John Knight

Has your business lost its mojo? When someone is on their game, the energy they exude is contagious. In the same way, when a real estate business is on its game you can feel it when you walk in the door – they are ‘on a roll’ and can do no wrong. But what if you’re not feeling refreshed and positive going into the new year? What can you do if you feel like your business has lost its mojo?

he real estate industry is a fast-paced, highly competitive environment with big demands on the individuals involved. Burnout is not uncommon – you simply cannot go 100 miles per hour 24/7 forever. Businesses are no different. Ever sensed that a business has lost its mojo? They lack the passion, the energy and the drive that they need to make

It’s hard to see the barriers to success when you are stuck in the daily grind of business. the business a success. To use the Jim Collins analogy, it is like driving a broken-down bus, forever looking in the rearview mirror to see your team hanging out the windows. How do you know if a business has lost (or is losing) its mojo? Constantly declining sales. Increased staff turnover. A new, more passionate competitor steals market share. Team

30 ELITE AGENT • FEB - MAR 2017

not showing up for meetings or events. Accumulating ATO debt. A sure sign is when the individuals in the business have stopped putting forward new ideas or are reluctant to take on anything new – they are avoiding change. Has your real estate business lost (or is it losing) its mojo? If so, here are my tips to get out of a rut and get your mojo back.

REVISIT YOUR VISION AND WHY YOU WENT INTO BUSINESS IN THE FIRST PLACE Dig up your old notebooks, business plans and inspiration for going into business in the first place. Maybe you can reignite the spark in your business or realise that something fundamental has caused your plans to go off track. Often financial decisions are made when money is tight that are not truly aligned within your bigger-picture vision. Reflecting on your original plans and realigning your strategy may be just what you need.

DON’T IGNORE IT – START THE CONVERSATION Burying your head in the sand will help no one. Have an outsider give you their view, or just start sharing with a respected friend, colleague or mentor. Your team will also have some great insights – hold a staff workshop to get the conversation started. Don’t assume; get the facts,

even if the cause is more personal than business.

DO SOMETHING POSITIVE Turn your back on the negatives and do something positive. Organise a staff or client event. It’s amazing how when you shift your focus, you subconsciously become more positive and create opportunities that uncover the root cause of your problems.

HAVE A BREATHER – GET SOME FRESH AIR I often challenge those who come to me saying they want to get out to get some fresh air and take a breather before they make a decision. It’s hard to see the barriers to success when you are stuck in the daily grind of business.

REFRESH THE BUSINESS MODEL Review, reflect and refresh your business model – the core structure, processes and strategies delivering value in your business. If something’s not quite right, you will find it so much harder to implement change.

GET OUT Sometimes just having a break is not enough. The burnout can be so bad you just cannot see a light at the end of the tunnel. Don’t be surprised, though, if down the track you regret the decision and have another crack at business.

STOP DOING SOMETHING Everyone needs to grow and evolve. Doing the same old, same old for too long is not healthy for you as an individual or your business as a whole. Stop doing one thing every year that currently falls under your responsibility. Have the business stop doing one thing that causes angst or distraction in the office.

Over to you. Do you know someone who has lost or is losing their business mojo? Reach out and help them do something about it.

John Knight is the Managing Director of businessDEPOT, a team of energetic accountants and advisors. For more information visit businessdepot.com.au.

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Book your FREE proďŹ ling session to re-ignite your property marketing today! 1300 672 762 www.topsnap.com

People Partner Alison McGavin

New year, new career? Is it time for a change? If you are thinking about moving on, Alison McGavin shares eight of her best tips to help you nail that new position.

ell, 2017 is well and truly upon us! It comes with a whole new set of goals, challenges and, as always with a new year, change. We find that the Christmas break often gives people the chance to put consideration into their career, or perhaps the company they are with, as well as take the time to revaluate their goals and direction. This often means making a decision to embark on a new challenge in the way of a job change. Here’s my tips on how best to prepare for an interview. What should you do and not do?

of a values-driven, traditional company built on the reputation of the founding members?

Send the interviewer a follow-up email. Thank them for their time, but don’t use this as another opportunity to sell yourself.

DO YOUR RESEARCH AND KNOW WHO YOU ARE MEETING A good way to show respect and keenness is to demonstrate that you know the person you are meeting. Read their profile and look at some of the work they have done recently. Are they an award winner? All of this information will not only serve you better in an interview but will also demonstrate whether there is a clear alignment with you both as people. In the same way, know the size of the business, have a look at the available listings and understand the target demographic of the company as well as the style of the agency. For example, are they modern and innovative with a focus on social media, or more

32 ELITE AGENT • FEB - MAR 2017

BE PUNCTUAL It seems pretty obvious, yet so many people get it wrong. When you keep someone waiting, it demonstrates a lack of respect for their time. Showing up too early can also demonstrate that you’re not well equipped to manage your time.

DRESS APPROPRIATELY We are lucky in the sense that real estate is a pretty obvious dress code to figure out. It’s safe to say that corporate

is key. A good way to gauge a company’s dress style is to look on the team profile. If you aren’t sure how much to amp it up, that it’s always better to be overdressed than underdressed.

LISTEN It’s important to have pre-formulated questions and some preformulated answers; these will keep you on track and remind you of the important things you must either ask or say about yourself. But don’t forget to truly listen to the other person. A conversational flow is much more effective in terms of learning about each other and gauging a fit than rigid,

practised answers that just don’t quite fit the questions.

HAVE A GOOD HANDSHAKE Nothing is worse than a wet-fish handshake. Be firm and confident, and look the other person in the eyes.

BE YOURSELF! There is nothing worse than working in a culture that doesn’t quite fit. For both parties, it’s important to know that values, morals and personality align.

CLOSE Thank the interviewer for their time and let them know that you are interested in the role. The latter can go a really long way.

FOLLOW UP AND DO AS YOU SAY YOU WILL Send the interviewer a follow-up email. Thank them for their time, and reiterate that you are interested in the role and look forward to hearing back from them. Don’t use this as another opportunity to sell yourself. You can, however, point out anything that you forgot to mention. Keep it short and concise. Remember, a new opportunity is calling, so be excited! It’s fun! Lastly, always remember that when you fail to plan, you plan to fail. Alison McGavin is a Senior Recruitment Consultant with Real+. For more information visit realplus.com.au.

“ WHAT GOT YOU HERE… WON’T GET YOU THERE.” – JOHN MCGRATH

eliteagent.com.au/transform

Data Insights Eddie Cetin

4 database habits to drive listings In a shrinking market that’s fuelled and challenged by technology, it can be easy to get distracted. But, if you want to get to the next level this year, says Eddie Cetin, go back to basics and adopt these four key success habits.

n a market where fewer, more effective real estate operators are doing more, it’s critical to go back to basics, developing a foundation of consistency underpinned by database power habits. Leading agents will already have developed a clean database that is suited to their business; now they’ll be looking to build a ‘marketing machine’, created to offer each agent greater rewards and more listing opportunities with less effort. In anticipation of a recordbreaking 2017, here are the database fundamentals to focus on to get back to basics. Don’t be underwhelmed by the apparent simplicity of these habits. They might seem intuitive, but they encompass many areas where sales agents struggle to maintain consistency. Poor database habits show up as poor sales results, so don’t become a statistic!

DATABASE SUCCESS HABIT 1 POWER CALLING Pump up your Spotify prospecting playlist, then follow these steps in your power calling sessions for max results. 1. Create a prospecting list (for example, buyers, prospective vendors, vendors, past clients) 2. Make the phone call 3. Make detailed call notes 4. Create a future task or reminder

34 ELITE AGENT • FEB - MAR 2017

5. Take action • Update contact details; their email, related contacts, address, relevant anniversaries and requirements are key. • Send email, SMS or letter as appropriate 6. Repeat on next prospect. Director tip: Help your sales agents embrace these database success habits by setting KPIs for the number of prospect notes made, number of tasks created and number of contacts added or modified per week. Running

respond immediately. The SMS success habits leading agents maintain are: • Sending an SMS postinspection, thanking prospects for attendance. • Sending an SMS after an offer has been made to buyers with interest in the property. • Sending an SMS pre-market alert to hot buyers relevant to the listed property. Your CRM should allow you to do this easily, even from your phone. It will log these SMS contacts against every prospect,

statistics to detailed comments from buyers. A vendor report can also be a valuable listing tool – a juicy carrot dangling in front of a prospective vendor as you show them lists of hot buyers ready to buy a home just like theirs.

DATABASE SUCCESS HABIT 4 EMAIL MARKETING Consider ways you can be more helpful to your community this year. While emails are the most cost-effective form of communication, they are also the most abused with generic and

Currently, SMS is the most powerful tool agents have at their disposal. The open rate is a whopping 95 percent within minutes of sending. reports on these database items regularly can ensure you are continually building a database asset that delivers. Having a cloud-based CRM makes this routine easy to manage, saving you hours of admin.

DATABASE SUCCESS HABIT 2 BULK SMS It’s increasingly difficult to reach people on the phone and, whilst email is important, only 20 per cent of emails are opened – which means you are rarely reaching your prospects. Currently, SMS is the most powerful tool agents have at their disposal. The open rate is a whopping 95 percent within minutes of sending; it’s short, sharp and allows prospects to

allowing you to see a history of communication.

DATABASE SUCCESS HABIT 3 REGULAR VENDOR REPORTS Great agents are great influencers. Providing regular, comprehensive vendor reports will certainly help you to achieve better results in 2017. Unfortunately, many agents skip vendor reports, citing the amount of time necessary to put one together. Some agents just send web reports from the main real estate portal, providing only part of the market picture to a vendor. A good CRM will enable you to create a tailored, effective vendor report within five minutes, including everything from

irrelevant messaging. At the core of great email marketing are two things: the accuracy of your list through contact categories, and the email subject title and message. Share your knowledge of what’s occurring within your area of expertise, how the market is faring locally and advice for people to make common propertyrelated decisions. In this market the most helpful and attentive agent will win. Your database habits will help you focus where it counts.

Eddie Cetin is the founder of Agentbox. For more information visit agentbox.com.au.

Transform 2017 will include D 12 weeks of the best coaches in the business including John McGrath, Claudio Encina, Tom Panos and more D Platinum AREC 17 tickets + access to cutting edge tools, industry innovations and suppliers D The opportunity to completely transform your real estate career

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Visit eliteagent.com.au/transform for more information and to apply TRANSFORM 2017 IS PRESENTED BY:

cover story

From left: Jarrod Carman and Joel Hood.

36 ELITE AGENT â&#x20AC;¢ FEB - MAR 2017

JARROD CARMAN is the driving force behind the Eview Group Mornington Peninsula

office in Victoria, with nine years in real estate and an Honors degree in Psychology. JOEL HOOD works in the same office, but as the principal of his own brand and business. Collectively, the two of them swept the Eview Group Annual awards in 2016, with Carman winning Principal of the Year and Hood winning Salesperson of the Year. You might think this would be difficult to pull off, with the two of them largely competing in the same market for the same listings. But that’s not the way it works, as Samantha McLean found out.

COLLECTIVE SUCCESS J

oel Hood has been in real estate for just three and a half years, and is now writing close to $1m in commission. Carman, as selling principal, writes just over the $1m mark. In addition to winning Director and Salesperson of the Year, both also won group awards for highest GCI in a single month (Director and Salesperson). Given that essentially they are separate businesses within the same office, first up I want to know how it all works. Says Hood, “From the first conversation we had about me coming across to Eview, it was interesting, because Jarrod was my main competitor, but it was the positive feedback and seeing him win listings unopposed that also attracted me to join him in his office.”

STARTING OUT While Hood wasn’t keen on taking on something the size of Carman’s business, which includes property management,

having his own recognisable brand was appealing. “Being able to brand myself and have people in my area who know me with my brand and my marketing, elements that encompass who I am, was definitely another thing that attracted me to Eview Group. With their model, I can

“I can’t imagine trying to do it on my own again. I was writing some big numbers, but it was just carnage.” - Jarrod Carman run a business and continue to prospect, list and sell, without having all the extra management that goes along with it.” Even Carman admits that Hood looks like his own brand and that the two of them have on occasion been invited to the same listing presentations. “We’ve had the same

agents go into an appraisal to compete for the business; so it’s interesting at times, with a lot of frank conversations!” laughs Carman. “But for someone like Joel, who was always going to be a gun – our set-up gives him the ability to run his own business group without the hassle of running his own business.” And, like a good leader, Carman adds, “I like to support guys like Joel, because [laughs] then it’s not all about the ‘Jarrod Carman show’.”

CLIENTS FIRST So what happens when a lead comes through the door that’s on more than one person’s database? Hood says it’s all about communication. “With leads that come in, most are either looking for me or looking for Jarrod. We work out what is best for the client and both our businesses. You get some people who are like dogs around a bowl, fighting each other for the listing or the sale. It’s open with us; we always help each other out.”

eliteagent.com.au 37

cover story “But, when Joel joined,” recalls Carman, “he went straight at it and got his own business. He knew I wasn’t going to just hand it to him!”

STRUCTURING THEIR EBUs FOR ACCELERATED GROWTH Both men also run their own highperforming teams. Hood and his team have tripled their numbers in the past three years, which he attributes to excellent teamwork. “In 2014 I did about 300k, and then in 2015 370k; I put Melanie (Nimmo) on as a PA in 2015. This year we are at $958k, so should get to the million by year end. Melanie’s employment agreement is with me, as are the other members of the team. I put Adrian (Calcedo) on in January 2016 as a buyer’s agent. And another buyer’s agent, Cory (Liddle), in September, completing the team.” Hood’s team also have a career path mapped out for them. For example, Hood says Adrian will roll into being a prospecting PA in 2017 before becoming a standalone agent in his own right. “So it’s like an

apprenticeship, where you come in nurturing buyers. Then you work your way up to doing prospecting, appraising, listing properties properly and managing the campaign, and then go out on your own.” And so the model always progresses. While Carman as office principal is keen to compliment Hood on his hard work, persistence and succession planning, there is still the ‘Jarrod Carman show’ that I am still keen to hear about. “We have a team of four as well. Caitlin is an absolute dynamo; she revolutionised my business. She thinks before I have to think. She just knows what to do – she’s ‘Donna’ [from Suits]! I also have two buyer’s agents. I come in at the end of the negotiation and do what I need to do to finish the deal.” Referring to the way he and Hood work together but separately, Carman adds, “I think both of us are very good at picking good people and nurturing them. Everyone wants to love coming to work and enjoy what they do, not feel like they’re working for a boss. We create an environment where people feel valued and that their

“The calls must get done, because we know they all add up. My PA has said it before perfectly: ‘You don’t leave till you achieve.’” – Joel Hood

38 ELITE AGENT • FEB - MAR 2017

contribution is appreciated.” Both agree that the EBU models they run make sense from a lifestyle point of view. Says Hood, “If you want to go away, or put your phone away, you know your team’s got things covered, especially if the client feels comfortable with that team. Likewise if you get sick, children are unwell, or whatever it might be. You don’t have to worry about answering the phone, because someone’s got your back.” This is further augmented through Eview’s model of taking care of the office back end (trust accounting, marketing and more) which frees up our teams to focus on dollar productive activities. Carman adds, “It allows you to give great service too. I can’t imagine trying to do it on my own again. I was writing some big numbers on my own, but it was just carnage, absolute carnage. I didn’t see my family enough and something had to give. And the service levels dropped. But if you have a great, functional team you can cover it all and possibly bring more business in.”

EMBRACING DIFFERENT WORKING STYLES It is clear from the friendly yet competitive banter between the two men that their collective success is underpinned not only by a great relationship but also a mutual respect for the different working style each has. Hood says he is structured and process driven, whereas Carman is more about making sure that his people are all “OK and on track”. “The [structure] is just what I like,” says Hood, “But I take a lot out of the fact that Jarrod can just wander into an appointment without as much preparation, and just connect with a vendor so well. And it reminds me sometimes to go back and just work out who they are, what they want, and help them out rather than being their typical real estate agent.” The discussion now turns to diary management. Says Hood, “Monday is non negotiable in terms of just follow-up and preparing for the week. My calendar is blanked out until 2pm, and ideally nothing for the rest of the day. I work Monday to Saturday, full days. Every morning of the week is prospecting; it’s similar to what every agent says works for them in terms of mornings in, afternoons out. I think a lot of people think they’ve got to do it perfectly, but it doesn’t always happen that way. “I’ve now brought in Thursday mornings for the family. I really wanted to try and get some balance because [at one point] we were just running around like crazy. Sunday was also the only day off and that was a ‘crash day’. We went so hard all week, especially

Saturdays; [some days] we’d negotiate until 9pm. And come Sunday, I would be basically a vegetable on the couch; so with three daughters that was no good. So yeah, just having that extra time with the family; it’s brought a little bit of life back into my routine,” says Hood. Carman also runs an am/pm structure as much as he can, but it’s more about keeping his office door open for the team helping with any issues that may arise. “I’m on the phone as much as possible in the morning and in the afternoon I have appointments. I have a fairly ‘open door’ policy, so I tend to get pulled in different directions. And I like that, because things arise and I don’t want people to hang onto things if they don’t get dealt with at the time. I’m there for the team as much as possible; I juggle that as well as listing and selling.” Carman continues, “And I try and do extra stuff, too. I like to coach people. I do like speaking at conferences and things like that. And it’s a different scenario to Joel, because I have a property management business to run as well. But, thankfully, we’ve got a great team so I’m not putting out fires all the time. I do like watching people when they walk through the office to see what sort of mood they’re in and,

JARROD CARMAN’S TIPS FOR CONNECTING WITH PEOPLE 1. Listen and ask good questions; not to respond, but to find out what the person is about and how you can help them. 2. Share stories. People love stories – not just your story but stories about other people so they can visualise themselves in the same situation. 3. Smile and care. Help people achieve what they want to achieve.

if there’s something I can see is troubling someone, to pull them aside. I’d rather take time away from my prospecting calls to make sure that person is okay.”

INDICATORS OF SUCCESS Going back to Carman’s earlier comment about knowing that Hood was ‘always going to be a gun’, I ask him what he looks for that says someone will be successful in the industry. “It’s a good question,” he muses. “Hard work for one. Having an attitude of abundance... Actually I just keep going back to hard work, hard work and hard

work! And being disciplined. You have to be disciplined and not look for excuses. People look for excuses as to why they’re not successful and they blame everyone else out there. There are no external forces stopping someone from being successful – it’s only themselves and their own mindset. Joel has that work ethic and that mindset.” Earlier in our chat, Hood made the comment about how much respect he has for Carman, that he is technically the boss but doesn’t act like your traditional ‘boss’. Says Hood, “If people do say [he’s the boss], he’ll jump in straightaway and say, ‘I’m not the boss. I’m just a leader, and Joel’s also a leader.’ But Jarrod is always accommodating to our ideas and opinions. I think that’s why people are attracted to him as a leader, because he will listen. “I saw all the hard work [he put in]. I was competing against him so I could see it wasn’t just handed to him on a silver platter. And that is always a reminder of what I needed to do to get there.” “Mostly it’s focus on the dollar-productive things. If I’ve done my KPIs, I can relax the rest of the day. The calls must get done, because we know they all add up. My PA has said it before perfectly: ‘You don’t leave till you achieve.’”

Knowing your team is great!! Truly understanding what makes your team tick is a game changer! “I was fortunate enough to have Julie and Neil work with me and my Property management team recently and I couldn’t be happier with the results. Understanding what gets your team excited, what drives them, how they might react in certain circumstances and most importantly they now have a better understanding of me. I am now expanding this though my entire business.”

Trent Shorland, Harcourts Want a winning team culture that get’s results? Call us today and realise your profitability and business goals. Contact Julie on 0412 752 366 or julie@agentdynamics.com.au or learn more at agentdynamics.com.au

eliteagent.com.au 39

sales

8 REAL ESTATE RESOLUTIONS TO DELIVER GREAT CUSTOMER SERVICE NEW RESEARCH SHOWS THAT delivering great customer

service to vendors and buyers can turbocharge your real estate business by increasing referrals and creating customers for life. Kylie Davis suggests some practical resolutions to ensure you see benefits of adequately serving both groups.

HE CONSUMER Perceptions

of Real Estate Agents research from CoreLogic identifies that 36 percent of sellers would definitely use their agent again, while 25 percent of buyers would go back to the agent they bought from. It also shows that 68 percent of vendors would recommend their agent to friends and family, while 57 percent of buyers would do the same. Every time an agent sells a property, they have two opportunities to create a relationship for life – the opportunity with the seller, and the opportunity with the successful buyer. ‘Banking’ customers for future relationships makes perfect sense. Why then do only a minority of real estate agents take this seriously?

40 ELITE AGENT • FEB - MAR 2017

sellers and buyers, and consider adding a simplified version of it to your website.

Resolve to be honest The research shows buyers and sellers want an agent who is upfront with them and straightforward in their dealings. Customers smell bull$&*7 a mile off. It is the fastest way to guarantee disengagement from buyers and fury in vendors. Examine

If you want to grow your business, stand out from the crowd by delivering a great experience for both sellers and buyers. Even better news – what sellers and buyers want from real estate agents is surprisingly similar. So make 2017 the year that your agency bridges the gaps between buyer and seller service by adopting these eight resolutions.

Every time an agent sells a property, they have two opportunities to create a relationship for life.

your internal processes for sales staff – are you rewarding good behaviour, or results at any price?

Resolve to demonstrate a transparent process from end to end Both buyers and sellers want to understand the selling and buying process in advance, be advised where issues are likely to occur and understand how these issues will be dealt with. They also want agents to recognise that the process finishes at settlement once they have all happily moved into their new property. Create a document that outlines your process which you can share with

Resolve always to deliver empathy and care Both buyers and sellers want agents to listen and understand their needs. Agents who took their personal needs into account when recommending properties or sales methods were most likely to receive ‘excellent’ ratings from

buyers and sellers, while those agents who tried to force-fit clients into options that put the agentsâ&#x20AC;&#x2122; business ahead of the client circumstances received poor ratings. Does your agency value understanding the needs of vendors and buyers and creating a genuine relationship? Resolve to move away from the transaction model.

Resolve always to be proactive Buyers and sellers were both delighted by agents who preempted their needs. Both sets of customers valued agents who helped them avoid the stress of common mistakes, who had good processes for calling out issues and who were willing to pick up the phone. Resolve to make sure your agents are proactive about calling clients, especially when the news is bad. Check again that you are rewarding the right behaviour.

Resolve to be more transparent around pricing Demonstrating pricing expectations with dataproof points, such as lists of recent sales or property reports, was rated as valuable by both buyers and vendors. Both buyers and sellers also felt that agents who directed them to tools and reports so they could

sanity-check their thinking delivered great service. How does your agency direct clients who want more proof of pricing? Create a list of recommended websites or resources that you encourage buyers and sellers to use to check their pricing

Resolve to make sure your agents are proactive about calling clients, especially when the news is bad. understanding, or resolve to add a widget to your website that will provide information in this space.

Resolve to deliver great communication and accountability Clients want agents to do everything they say they will do, regardless of what side of the transaction they are on. Regular contact and follow-up at every stage is essential. Buyers also valued the option to make one final offer in a negotiation. Examine your processes around calling clients back and how those

conversations are managed. Are there carrots and sticks for agent behaviour in this space within your agency?

Resolve to be friendly and approachable Buyers and sellers highly appreciated agents who were easy to talk to and with whom they felt safe to ask questions at any time, or who coached and mentored them through the sale/purchase process. Resolve to hire for attitude.

Resolve to deliver relationships, not transactions Both buyers and vendors were impressed by agents who demonstrated they were interested in the relationship with them as a longterm client, not just a lead or a transaction. Look at your entire customer engagement process from end to end. How do you make your clients â&#x20AC;&#x201C; and potential clients â&#x20AC;&#x201C; feel like people, not numbers? How are you helping build a local community?

Kylie Davis is the Head of Marketing for Property Services and Content at CoreLogic. Follow her on twitter @ KDavisCoreLogic.

The smart way to save on your Professional Indemnity Insurance.

eliteagent.com.au 41

interview

GOING ALL IN WITH

Phil Harris PHIL HARRIS IS ONE of Australia’s pinnacle sales

agents and an inspiring business leader. Sarah Bell sat down with Phil in his hometown of Adelaide to capture his perspective on the state of the property profession as we head into 2017.

Phil, consumers have the power to fire everyone in a business from the CEO down if they don’t get what they want. What does a vendor or landlord want in 2017? I think the consumer for 2017 actually hasn’t changed a whole lot. It’s just that now they’ve got a platform and a voice they are really speaking out. We’re used to saying ‘customers want transparency, they want honesty, they want lightning speed’. Whereas before they didn’t get much of a platform, now there’s social media everybody’s so connected. Now the consumer is actually making a song and dance if they don’t get that. I think the big shift is now you actually do have to deliver upon it. The shift is the consumer now gets what they want. Is keeping up with consumer expectations the biggest challenge facing agents and agencies? From what I see, the biggest challenge facing the industry is the migration from being a typical real estate office, husband and wife running a corner store-style operation, to now being forced to provide a really high level of customer service – a valueadded proposition.

42 ELITE AGENT • FEB - MAR 2017

Do you think that the disparity between the modern agents and the old school is becoming more obvious to consumers? The great divide is getting bigger and bigger, between the agencies that do it [customer service] really well versus the ones that don’t and are struggling. It’s getting harder and harder to operate that traditional real estate model. How can an agency make the leap and start to stand out above their competitors? You’ve got to make a decision: am I all in? If you’re not all in it’s really, really hard now. You need to come to work every day and look at how you can reinvent every single part of your business. How do you make it faster? How do you make it more streamlined? How do you provide better value? How do you provide better customer service? If you’re just in that traditional model of ‘I’m just coming to work today to concentrate on today’s listing and today’s sale and today’s management’, you’re not going to survive. So are we really looking at a relentless march of continuous improvement, Phil? We are. A business needs to be in permanent beta phase. I look at Harris and we have some pretty strong verticals across our business, or departments I should say. There’s strong business planning across all of those platforms where our

business planners are very accountabilitybased and very project-based.

Projects address the practicality of how ideas become action, don’t they? We address them in big threes. We now have big three projects that need to be completed for the quarter, and then three big projects that span the year in each department. We’re getting together on a management level on a weekly, monthly, quarterly and annual basis to review the

“A business needs to be in permanent beta phase.” projects. It takes the focus off improvement as such and places it more on completing projects. Then, naturally, just by completing the projects we’re a better real estate company than we were the month before, because we’ve completed three projects across the month.

Projects are the tactic for you that turn your strategy into action. Correct. Like you, I go to lots of conferences and I get lots of great ideas, but everybody in the room gets the great ideas. How can you actually get them into the business? It’s more about empowering the people [in our business] to become implementers. Empowerment is crucial to get someone performing in your organisation. What would you say about how to be successful to a younger Phil Harris starting out today? Part of me says that I wouldn’t want to be stuck as an agent today, because it’s tough. Then I would say, ‘Look at the opportunities’. It’s what you want to subscribe to. I think there’s great opportunity [for those] starting out today, because the reality is that, while there are a lot of real estate agents out there, there’s still plenty of room for really good agents and there’s still a hole in the market for great operators. What could you have done to fast-track your success? I would have got a lot more focused on learning in my first six months, in getting really schooled up and educated. The typical integration to real estate as an agent is, ‘You got your licence, now go out there and knock on some doors’. I would do it the other way around: get really skilled up, then hit the pavement. Also, learn. Just learn, learn, learn, learn,

learn. Be a product knowledge champion before you go out there. Be good at getting stuff done. How do you define success these days and has your understanding of what success is changed throughout your career? I think I look at things a little more realistically now. To me, ultimately, success without meaning and fulfilment is failure. I probably learned in the last few years that it [success] is completely at an individual level. I think one of the biggest traps of our industry is that it’s such a short-term industry. With the proliferation of social media, where everyone loves to put everything, every day, every listing online, [it’s] almost like they are compelled to because of what their competitor is doing, or whatever. Not to say I’m too esoteric about it but, ultimately, if your purpose is connected with excellence, serving other people, if that genuinely fulfils you then the numbers should generally take care of themselves.

That approach would help ride out some of the down cycles too, Phil? If we were to have a bad month, I don’t want to go home and be depressed, because I’m still the same person… It’s a very difficult thing [but] it’s a trainable thing. You need to learn to connect with other things that are more important than numbers, I think. What are you and the team at Harris doing to have your best year in 2017?

“We’re firm believers that inoculation to disruption is education. We want to out-learn our competition.” We’re firm believers that inoculation to disruption is education. We want to out-learn our competition. We need to be an obsessive customer service-focused business. Our competition isn’t just real estate agents now; we’re being compared to tech companies and retailers with online shopping platforms. Understand that you have little control over the market, but you have control over your skill set. A great agent is going to stand out in any marketplace.

Sarah Bell is an in-house features writer and regular contributor to Elite Agent and EPM Magazines.

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leadership

THE HIGH COST OF POINTLESS CONVERSATIONS HAVING WORKED WITH LEADERS and teams for 27

years, Tanja M Jones has observed how many of them spend too much time talking about ‘stuff’, situations or people outside of their control, with not enough time speaking for possibility, excellence, innovation and change. Here are some good reasons why leaders should think first before they speak, and how the things that are said can go a long way towards creating success.

hile the number of words the average person speaks per day can depend on age, culture and other factors, a University of Arizona study found that most people speak around 16,000 words every 24 hours. This study found no significant difference between male and female subjects, debunking previous claims that women speak over 10,000 more words in a day than men. This means we are speaking nearly six million words per year, yet how effective are the words we use?

HOW MUCH TIME DO YOU SPEND SPEAKING? Have you ever stopped to calculate exactly how much time you spend speaking and assessed the quality of your words? Studies from McKinsey Global Institute, International Date Corporate and the Journal of Communication have. Their key findings were that leaders spend about 80 per cent of their workdays communicating. This is a huge part of the day, so how do we get to that percentage? Consider that all communication is divided into many forms. According to The Washington Post, CBS Money Watch and The Muse it is as follows: • 28 per cent: the portion of each workday

4 4 ELITE AGENT • FEB - MAR 2017

Not enough time is spent speaking for possibility, excellence, innovation, and change. dedicated to reading and responding to emails • 26 per cent: the portion of each workday the typical Fortune 500 CEO spends on the phone. • 50 per cent: the portion of a senior manager’s typical workday dedicated to meetings. (The same research finds that organisations spend 15 per cent of their collective time in meetings.)1

Add this to the impromptu conversations with co-workers and employees, corporate meetings, strategy days and, for some, the external speaking engagements that leaders juggle, and it’s a wonder they — or anyone else in the office — ever have time to get their ‘real work’ done. Understandably, each industry and organisation is different and no two surveys will turn out the same results; however, these examples show just how much time leaders spend communicating.

WHAT DO YOU TALK ABOUT? Human beings are social animals and leaders are no different. We spend countless hours speaking with our teams, clients, colleagues, suppliers, family members and friends, and the possibilities for conversation are seemingly endless. We can talk about recruitment, the market, listings, rentals, arrears, results and competitors. We can encourage, make plans, crack jokes, dream about the future, share ideas and spread information, and we can do all of this in person or via a multitude of social media and online platforms. This ability to communicate – with almost anyone, about almost anything – has played a central role in our species’ ability to not just survive, but absolutely thrive. However, in my experience as a coach, having worked with leaders and teams for 27 years, I have come to learn that many leaders spend too much time talking ‘about’ stuff, situations or people outside of their control. Not enough time is spent speaking for possibility, excellence, innovation and change in areas within their influence. I have found this is one of the biggest time-wasters there is. It also completely erodes connection and fuels negativity; it impacts morale and reduces productivity and therefore profitability.

THE BEST INTENTIONS DON’T ALWAYS END UP THAT WAY I believe that all leaders are working with the best intentions, but most don’t even realise they are creating a counterproductive reality. Many have never been trained in the art of effective communication for results, let alone discovered how to teach their teams to do the same.

CIRCLES OF INFLUENCE, CIRCLES OF CONCERN Bestselling author Steven R Covey highlights in his book The 7 Habits of Highly Effective People that the first habit of a highly effective person is to be proactive. Steven defines proactive as “being responsible for our own lives”.

Consider that our behaviour is a function of our decisions, not our conditions. Proactive people focus on issues within their Circle of Influence. They work on things they can do something about. The nature of their energy in doing this is positive, enlarging and magnifying; therefore they increase their Circle of Influence and improve results. Our Circle of Influence encompasses the matters that we ‘can’ do something about, elements we have some control over. They include our values, goals, team, clients, prospecting and marketing. On a personal level they include our health, wealth, mindset, emotions, hopes and dreams. Then we have our Circle of Concern. When we operate from here we are highly reactive and our conversations are typically focused on all the factors that are outside our control. This may include the market, industry, weather, competitors, politics, the news, the threat of war – as well as celebrity hook-ups, bust-ups and plumpedup-lip-jobs. The dialogue in this circle is usually full of explanations, justifications and descriptions of what is, or at least our perception of what is. Here we are usually thinking and talking ‘about’ others, or the

past, which can be rather pointless because it doesn’t forward anything; it doesn’t create anew or elevate progress. This style of conversation also takes up a lot of energy and, when we communicate from this space, we enrol others in our Circle of Concern, which unconsciously

WHICH CIRCLE ARE YOU IN? To determine which circle you and others are operating within, listen to the language used. Here is an example of the differences and what to look for. Circle of Influence (Proactive / Empowered / Creator / Results) • Makes requests and promises • Declares intentions • Speaks in terms of ‘I will (take that action)’ Circle of Concern (Reactive / Powerless / Victim / Reasons) • Explains and justifies results based on external influences • Describes the way it is • Speaks in terms of ‘I have (been impacted by)’

elicits their apprehensions. This can take the entire team’s focus off the game and how it will be played, let alone won. Reactive people tend to neglect those issues that are within their control and influence. Their focus is elsewhere and their Circle of Influence shrinks. They become a victim of circumstance, rather than a creator of results.

TAKING ACTION This Circle technique, understanding and distinguishing between influence and concern, is a great tool for separating out lower from higher priorities, and gaining action for ownership. Use this tool to figure out which circle you are operating in and use that knowledge to change your dialogue for better results and engagement in your team.

Tanja M Jones is a Leadership, Mindset and Peak Performance Specialist. Her clients are usually real estate COOs or GMs who want up to 40 per cent more time to grow their business. For more information visit tmjcoaching.com.au. 1. www.quantifiedcommunications.com/blog/howmuch-of-our-workdays-do-we-spend-communicating.

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eliteagent.com.au 45

profile

Amber Werchon

Director of Amber Werchon Property Sunshine Coast, Queensland Amber Werchon decided not to pursue university but instead entered the workforce at the tender age of 17. Starting out as a receptionist at Ray White, she began selling property a year later and has never looked back. Today, as sole director of her own agency on the Sunshine Coast, Amber Werchon Property, she has over 40 people on her payroll. She recently spoke to Elite Agent Magazine about how she single-handedly built a company which was recognised in the 2016 ‘Fast 100’ list by the Australian Financial Review.

What was your first job and what did it teach you? My first job was working in a surf shop in retail when I was 14. I guess that was where I made the decision to go into real estate sales. It was clear then that I could sell just as well (or better) than the mature, experienced salespeople there. That helped me make the decision, and I learned that if you look after people and treat them right they will come back to you. When I graduated from school I got an excellent OP (overall position) within the top five per cent of the state. I had the school principal ringing me asking, “Where are your university preferences?” I said, “Oh, I’m not going to go to uni; I’m going to sell real estate.” Why did you pursue a career in real estate? My late uncle was a successful real estate agent in Nambour, which is on the Coast here, so I’ve seen him do it. My parents have always been interested in investing in property to set themselves up for retirement, so I would say [it was] the combination of those things and the natural ability that I had. That was evident not just in my retail job, but before that; I was selling things all the time. Christmas trees on the side of the road, fruit up and down the

46 ELITE AGENT • FEB - MAR 2017

street, food out of my lunch box at school – I was clearly someone who had a passion for selling! How did you convince the folks at Ray White to give you the job as a real estate agent while working as a receptionist? Good question; it is really hard for inexperienced people to get a go in real estate. There was no job even being advertised! However, my late uncle was friends with an agent in that office and he got me the interview. When I met with the principal, I said, “This is what I want to do; I’ve got good grades, but I don’t want to go to uni. Whatever I set my mind

turned 18 and there was a sales desk available, I think there was hesitation that I was too young or whether I should be doing it at all, but I remained confident and was so determined! How long did it take you to sell your first property? I hit the ground running and made one sale within my first month. By the third month I had sold over $2 million-worth, and this was pre-boom prices! Are there any secrets to your success that you would like to share? I just worked what felt like 100 per cent of the time, literally seven days a week. I

I WAS ENTHUSIASTIC AND ENERGETIC, MORE THAN THE EXPERIENCED AGENTS; I SOLD PROPERTIES THAT OTHERS DIDN’T BECAUSE THEY WEREN’T AS POSITIVE ABOUT THEM. to, I do well.” He said, “I don’t have anything yet, but I’ll give you a call.” Within a couple of weeks, he had called me and offered me the receptionist position, which I happily accepted. I just wanted to get my foot in the door, but I made it clear that my goal was to go into sales. Even when I

was super-enthusiastic and energetic, more than the experienced agents, and I sold properties that others didn’t sell because they weren’t as positive about them. I didn’t realise it at the time, but I had a great reason for acting so positively because a major boom happened soon after

I started. I just remained focused and positive about the Coast, gave it my all and the results started to happen. Do you have a mentor or someone that inspires you? Not a mentor per se, but I seek inspiration from many on a regular basis for different things, including my uncle; he was proof that by working hard and having good values you will be rewarded. These people have changed over time in my career and life journey. Obviously, I did a lot of training at the time, both within the national franchise I was in and external training as well. What’s the best advice you have been given? Think about your why, as when time gets tough (and it will) you need to be clear on why you need to do the things you do. What prospecting method works best for you? I have literally tried everything. Door-knocking wasn’t my favourite thing. I did make a lot of phone calls, which I still do today. People who have seen my phone bill say they’ve never seen one as long; or someone who uses the phone so much! A busy day for me now might be 50 to 65 phone conversations and that is on top of appointments!

Tell us about starting your own agency. I started AWP (Amber Werchon Property) in 2008. By then I was an independent contractor at Ray White, with 20 people who worked on my team, all employees. Those 20 employees came with me to my new agency. Because I was a contractor with Ray White, I was already running a business within a business. There were two reasons why I went out on my own. One, because I had twenty people in my team and we were outgrowing the office and two, because I was focused on starting a family with my

got two kids now; two boys, aged two and five. How challenging was it, starting your own business? I don’t think it’s easy to start any business, but I didn’t have to worry about recruiting. It was a lot of work – we had to rebrand everything and relocate. However, we hit the ground running and we had listings from day one. My previous principal was

I guess I’m a better leader now, and a better business operator than when I started. I’m someone who doesn’t take a long time to do things; if I want to do it, I set my mind to it and just take action. When I was an agent, it didn’t take me that long to get to number one for the office I was in, then number one for the Coast, then to number one for sales in Queensland for Ray White, the year before I moved on. So

make it worthwhile you need to be in that top 20 percent and strive to make a name for yourself!

I asked myself: “What’s next?” Now it’s to have a top business!

my immediate family is here as well.

What should people expect when they start out as a real estate agent? Work harder than anyone else, as when you are new usually the only way you can overcome inexperience is by doing more, with positivity. Learn as much as possible, listen to good advice, take action and have confidence! Reality is that 20 percent of the agents make 80 percent of the money in real estate. Needless to say, to

How do you feel about the market in your area going into 2017? Locally, our economy is strong; we’re creating employment opportunities and have massive infrastructure projects happening here on the Coast. There’s no doubt in my mind it’s going to be another positive year. It’s just a question of how much better it will be, but I predict that the future is looking very bright for the Sunshine Coast.

What is unique about your area, the Sunshine Coast? I’m born and bred here on the Sunshine Coast. It’s a beautiful, relaxed lifestyle and the weather is almost perfect. I think it’s a great place to live and raise a family. Then I’ve got the added advantage that all

PEOPLE WHO HAVE SEEN MY PHONE BILL HAVE SAID THEY’VE NEVER SEEN ONE AS LONG, OR SOMEONE WHO USES THE PHONE SO MUCH! husband. I’ve always been a forward thinker and a planner, and thought that if I’m going to be able to manage to stay in the industry and have a family, it’s not going to happen if I don’t change something. I thought if I became the leader and employed people to do what I do and trained them the way I do it, then I would be able to do that and stay in the industry while having a family. It’s proven to work. I’m busy, but I’ve obviously taken a step back from what I was doing before (day to day selling). I’ve

nice enough to let us take our listings with us; we still gave him his split, of course. Your agency was recently named in the Australian Financial Review’s ‘Fast 100’ list. How does that feel? I am so proud! We’ve had some big consecutive years. But it hasn’t come easy; we worked very hard. Obviously, the longer you’ve been doing something the better you get at decisions, employing people, trusting people, delegating, managing, and so on.

eliteagent.com.au 47

sales

MOST COMMON COLD CALL OBJECTIONS

(And How To Tackle Them)

with the market, and to be there should your needs change.’ There is no point in trying to push a vendor where they aren’t ready to go. This is a great time to start building some rapport and adding to your database.

4 FOR MOST AGENTS, cold calling is a necessary evil – and

one that often gets put off. Why? Potential sellers aren’t always keen to talk and that can be difficult to overcome. Carl Quested from Agentmail offers some responses to the objections you may hear from time to time.

any agents don’t like cold calling because it always seems to come with objections and rejections. But every good salesperson knows that a few objections is completely normal. Here are a few ideas for you to be able to get past some of the common hurdles and move your relationships forward.

YOUR FEES ARE TOO HIGH; I’M GOING TO SELL IT MYSELF

Response ‘It’s fair to say that it’s possible for anyone to sell a house. Where an agent earns their commission is when it comes time to negotiate. What if I were able to show you that by using the services of an agent your property could sell for considerably more? And furthermore, I’ll gladly share with you the best process to follow if you still want to go it alone.’ Price is only an issue in the absence of value. If someone is telling you you’re too expensive,

48 ELITE AGENT • FEB - MAR 2017

it’s because you haven’t shown enough value for them to get past it. In real estate, the consumer has the perception that you don’t bring any value to the transaction, so it’s important to show evidence to the contrary.

THE MARKET IS NOT RIGHT TO SELL

Response ‘There’s a lot of talk in the media right now about the property market. But remember: their job is to sell papers, my job is to sell property. And I can tell you, last week at my open homes, we had X buyers, so the market is very active.’ Consumers believe they have all the information they need to make the decisions. But whilst there is a lot of information available to them, there’s also a lot of conflicting information. So putting their mind at ease with current, real-world statistics is very powerful.

I’M NOT READY TO SELL RIGHT NOW

Response ‘OK, but we know situations change all the time. I’d love the opportunity to keep you up to date

I’M GOING TO USE COMPETITOR X

Response ‘OK, do you mind if I ask what made you choose x? Of course, I respect your decision and sincerely hope you have a quick and successful sale. Can I ask, have you already signed up with x? If not, I’d love to show you how I am different, and how I will work even harder to get you the best result.’ Never talk over the phone about your competition, or why you are better than them. Make sure you maintain your professionalism, but at the same time try to understand the reasoning behind their decision. Most agents don’t ask questions at this stage and miss the opportunity to get a deeper understanding of

If someone is telling you you’re too expensive, it’s because you haven’t shown enough value for them to get past it. the seller’s needs and desires. And of course, if they haven’t already signed Form 6, don’t be afraid to ask for the opportunity to present.

JUST SEND ME SOME INFO

Response ‘Mr/Mrs Vendor, just so I can ensure I get the right sort of information to you, are you buying, selling or just researching at this stage?’ Usually, this objection is designed to simply get you off the phone quickly. The key is to try and keep the conversation moving and get them to open up. The above question is likely to throw them off, but also provide the opportunity to engage with them a bit more, to understand where they are in their property cycle.

I’M NOT INTERESTED IN MOVING

Response ‘I understand that most people don’t think about moving until they are ready to move. As the <suburb> area specialist, my job is to help you when that time comes. So that we can keep in touch, would you prefer for me to send a quarterly market report to you by mail or email?’ Again, there is no point trying to force something that is not on the vendor’s mind at the time. Statistics show that people move on average every seven years, so you need to position yourself as the agent of choice when that time comes. The best way to do this is to build rapport and show value when they are not looking to sell.

I’M TOO BUSY TO TALK

Response ‘Let me be brief. We’re going to be in your street on Tuesday and Thursday next week between 3 and 6pm. We are providing property market assessments to give an up-to date-value of your home in the current market. Is this something you might be interested in?’ Many agents will try and arrange a time to call back when the vendor has more time to chat. In truth, if you can keep them on the phone for another 15 seconds, you can get an answer there and then and save

yourself the hassle of having to make one or more follow-up calls. It may not be quite as polished, but it gets you an answer today.

CALL ME BACK IN SIX MONTHS

Response ‘It’s much better to start planning well in advance if you were thinking about doing something. What about I put information together and email this to you, so that you have the most current facts at hand for when you’re ready. What is your timeline? What’s your best email address?’ Firstly, you want to get a definitive answer on their timeline, so you know how serious they are. And secondly, you need a solid reason for them to share their details, so that you can continue to build the relationship prior to them selling.

successes, sales above ask., marketing approach and so on). Vendors feel that going with a ‘high street’ or well-known name is the safe option – in the same way as people stick with the big banks. Your goal is to show them that the brand is not as important as the agent when it comes to the pointy end of the transaction.

WHEN NO REALLY MEANS NO

HAVEN’T HEARD OF YOU/WANT TO USE A MORE WELL-KNOWN AGENCY

Sometimes you can’t handle the objection and no really means no. Sometimes it’s a bad day, week, month for the person you are calling, and absolutely any attempt to handle objections is going to lead to a negative outcome. Whilst this is not a get-out-ofobjection-handling free card, you do need to pay close attention to the pitch and the tone of the person at the other end of the phone. Are they simply uninterested and need you to wow them, or are they genuinely angry right now and you need to end the conversation quickly?

Response ‘It’s important to understand that the buyers will not find your property based on the agency it’s listed with. Where your decision on which agency to use is important is who can negotiate with those buyers best to get you the greatest result. How we get you the greatest result is…’ (and then you should explain some of your

Carl Quested is the director of AgentMail, a marketing company specialising in direct mail and telemarketing for the real estate industry. For more information visit agentmail.com.au or brandstrong.co.

Are you a real estate leader who needs more time to grow your business?

LEADERSHIP + MINDSET SPECIALIST FOR REAL ESTATE LEADERS At TMJ Coaching we know that many leaders spend up to 80 percent of their time navigating the people, performance and productivity issues within the business, which impacts their time to recruit for results, deliver strategies for success and gain market share. We’re here to help. To find out how you can get more tick out of your tock and turn your work force into the life-source of your business simply contact Tanja M Jones to receive your complimentary Empowered Leadership Assessment (Valued at $1,500+GST). Available to the first 20 Elite Agent Magazine readers who enquire.

www.tmjcoaching.com.au

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tanja@tmjcoaching.com

0417 568 489

C O N N E CT | C O M M U N I CATE | C O NTR I B UTE

20/01/2017 10:54 am

eliteagent.com.au 49

personal development IN LIFE WE RARELY train

ourselves to learn the art of juggling the multitude of activities and priorities before us. Organisational psychologist Marianne Dyer believes that we should all do a better job at managing our work/life balance – before it’s too late.

remember my first attempt at learning to juggle. Two tennis balls was easy-peasy. Add in a third tennis ball: much more tricky but manageable with lots of concentration. The fourth tennis ball was unthinkable and felt more like a clown act than one of mysterious skill and wonder.

LISTENING FOR THE SIGNALS When it comes to juggling our daily life, we probably rarely think about the stress of it all – until all the tennis balls come crashing down. Finding balance is a skill worthy of attention, and the wonderful thing is that our body already has most of the answers. Our body has the innate wisdom to create homeostasis. When we stay awake for too long, our body sends us tired ‘droopy eye’ signals. When we haven’t eaten, our stomach talks to us with a growl: Feed me! When we truly listen to our body, we will know what is needed to keep the balance. Wisdom is then putting this ‘body knowledge’ into practice. It is not a sign of weakness to take care of yourself; it is actually plain good sense. I can guarantee that if you ignore your

WHAT IS YOUR BODY TELLING YOU? experiment he was conducting. He was injecting different hormones into mice, but all the mice were exhibiting the same response. At first he surmised that he had discovered a new hormone, but in fact he was observing the impact of stress on mice. The General Adaptation Syndrome was born, the stages he proposed being the initial ‘alarm stage’, secondly the ‘resistance

It is not a sign of weakness to take care of yourself; it is actually plain good sense. body signals for balance, your body will eventually get your attention, whether that is the flu, stomach ulcers, depression, addiction or a breakdown in relationships. So let’s be smart, pay attention to our body and notice what is happening in our lives.

LET’S LOOK AT THE HISTORY OF STRESS Hans Selye (1907–1982), a Hungarian endocrinologist, was inspired by an

50 ELITE AGENT • FEB - MAR 2017

stage’ and lastly – if we don’t listen to our bodies telling us something is wrong – the ‘exhaustion stage’. Curiously, he found that whether one received bad news or good news the body responded in the same way. He called negative stress ‘distress’ and positive stress ‘eustress’. One of his mates, Walter Cannon (18711945), an American physiologist, then came up with the concept of ‘homeostasis’. This

is the concept that the body will naturally create balance. In 1932 he wrote a book called The Wisdom of the Body. We are still learning about the wonders of how our body regulates different states to bring about homeostasis. You may have heard of the ‘fight-flight’ concept; this was another of his discoveries and he coined the term in 1915. Richard Lazarus (1922-2002), a New York psychologist, proposed in the 1980s that we experience stress when we perceive the demands are greater than our resources. Then in 1984 Lazarus and Folkman developed an appraisal model of stress. First we make a ‘Primary Appraisal’ of the stress. Is the stress good, harmful, threatening or just irrelevant? Is being stressed worth it? What might I have to lose? If our appraisal here is that the stress is relevant and potentially threatening, we may then move into more analysis of our situation. The ‘Secondary Appraisal’ occurs as we consider our resources to meet the

demands. Can I do what is being asked of me? Is there too much on my plate? What do I need in order to meet the challenge? If it is our perception that we can’t meet the demands, we will then start to experience stress. According to Selye, if we then continue to feel this amount of stress without doing anything about it, we will reach ‘exhaustion’ when the body will basically take over and send us to bed. Body wisdom is listening to the messages our body sends us. You can only override the stress signals for a certain amount of time before something serious happens. Let’s be wise and not test our bodies to the limit. So we need to be our own role model. As Socrates said, ‘Know thyself’. Keeping the balance starts with tapping into your body wisdom. Know what your stress cues are and do something about it right away. Consider balance in your day, across your week and even across your year.

WHAT ARE YOUR PHYSICAL SIGNS OF STRESS? What is your body cue when you start to feel stressed? Mine is a lump in my throat. My behavioural cue is I start to get snappy at other drivers, or grumpy at my son. What is your cue? Not sure? I bet if you asked

EXAMPLE STRESS MANAGEMENT PLAN Stressors: Examples could be workplace demands, client rejection, completing followups, juggling family commitments. What are yours? Evaluate the events Is the stress good, harmful, threatening or just irrelevant? Is being stressed worth it? What might I have to lose?

Evaluate resources Can I do what is being asked of me? Is there too much on my plate? What do I need in order to meet the challenge?

your best friend or partner they could tell you in a heartbeat. Ask them right now. It is really important to listen to those we trust, because stress is sneaky! Stress can be the accumulation of many small events or one traumatic event. Your nervous system is like the electrical circuit in your house; it has a finite voltage. Turn on a couple of appliances… no problem. Turn on everything and then the dodgy vacuum cleaner, and you’re probably going to blow a fuse. Stress is a phenomenon we have been fascinated about for centuries. Socrates once said, ‘Beware of the barrenness of a busy life’. It’s easy to lose what is important in the face of deadlines and traffic jams at the school pick-up zone. The stressful juggle is

Plan of action How will I look after myself? How will I decrease the demands? How will I increase my resources?

simply a part of life; it’s more about keeping balance and living a meaningful life. However, when your mind is fresh, your body vitalised and your relationships healthy, you will be more productive. At the end of the day, our life is really what we choose.

Marianne Dyer is a member of the Australian Psychological Society and has been a registered psychologist since 1993. She has worked in therapy services and organisational consultation - training, private practice and educational settings. For more information visit mariannedyer.com. To download your stress management plan worksheet, visit eliteagent.com.au/stress.

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case study

HIGHWAY TO SUCCESS

TANEY JAIN NEVER EXPECTED a career in real estate and

thought he would end up driving trucks for a living. But a series of events steered him along a road that has proved highly successful for him, having just won the Tom Panos ‘My Prospector’ calling challenge, making 2,200 calls in a single month.

aney Jain almost didn’t make it to real estate. After a few years of being a door to door salesman, he had every intention of switching his career to become a truck driver. He passed the theory test, but had to forgo the practical examination when he fell ill. “I called up the driving school, and they told

52 ELITE AGENT • FEB - MAR 2017

me that they couldn’t postpone the exam. So I cancelled it; my money was wasted, but later on I met my current principal Sunil Kumar at Reliance Real Estate Werribee through a friend, and he encouraged me to make the move into real estate.” Jain was sceptical at first but after some consideration decided to give real estate a try. The rest, as they say, is history. “Initially, I was like, ‘Who will buy these

big, big numbers from me?’ I didn’t even know how to write the zeros in $400,000 or a million dollars at that time – I had never written big numbers like that before.” But Jain took on the challenge and switched to real estate. Today he is successfully listing and selling nine to ten properties in a month and is on track to make $2 million in GCI this year. Jain attributes much of his success to his principal and is thankful he made the decision to join Tom Panos’ Real Estate Gym program very early in his career. “I joined Real Estate Gym from day one. When I met Tom after winning the My Prospector competition I was very emotional, because he’s a mentor for all of us. It felt as though I was getting an Oscar!” Jain says that the Real Estate Gym program helped him to muster the courage to make cold calls and convince people to list their properties with his agency. “I used to do door-knocking before, but the thing that worked for me was cold calling. And [in doing this] you need to be different – if you call someone you need to be very honest and you have to win them over by being original. “You don’t want to sound like a marketing call. There are ten different marketing companies calling people, cold calling every day, from telecommunication to gas and electricity. If you call the same way they’ll just hang up. They might be interested in selling but they’ll say, ‘Not interested’.” Jain believes that jotting down personal details of the people he calls goes a long way in helping him get listings from strangers. “Whenever I called, I noted down details about the conversation – for example, how many kids they have – both in my diary and my database. So the next time I call them I ask them how their three-year-old is doing, which makes them feel personalised: this guy remembers about my kids, or my family.” Another telephone tip from Jain is to let potential clients know from where you are calling. “When I call them it doesn’t have to be a marketing call, or ‘Do you want to sell your house?’. I just introduce myself and say, ‘My name is Taney and I’m calling from Reliance Real Estate on Watton Street’. I say Watton Street because it’s one of the famous streets in a farm area where I live, so people know it’s a local person and not someone calling from overseas. I say I am just calling up to see if [they] need some real estate advice. If they say yes, I’ll take down their contact details, organise to meet up or ask them what type of advice they are looking for.” But, as is sometimes the case, if these prospects are not willing to chat any further,

Jain says his method was to check back with them in six or seven months’ time. This trick always worked well for him. “Ninety per cent of the time they will say yes in six months, or say to send some market updates, and there you will get their contact details. [Then] you’ve started to build a relationship with them. So I then send a thank-you card in the post as well, with a personalised handwritten note to say ‘Thank you for speaking with me’, and urge them to

save my details.” On the number of listings, Jain says that on a monthly basis he clocks in about nine to 10 listings, with the house prices ranging between $300,000 to $400,000, by working close to 15 hours a day. Although the competition is now over, Jain said he still takes the same approach to prospecting as he did when he was competing. “I don’t take buyer’s calls. I’ve an operations manager in my team who does these calls,

“If you call someone you need to be very honest and you have to win them over by being original.” and I just keep on listing. My aim is to make as many calls and list as much I can,” he said. “I sometimes feel very blessed because when I joined real estate I didn’t know a single thing about housing. Now 2017 is going to be a very, very big year because I’ve started myself into larger, higher-end properties as well, like the one on my site. So [things are] looking up; double the listing

that I used to do in my first and second year, and growing my team as well.” On how he deals with competition posed by other real estate agents, Jain says the pie is big enough for everyone to share; but the biggest tip he had for new people coming into the industry is to make sure they are adequately supported. “Don’t go out there on your own. You might think you know people out there, but they might be living in different parts of that particular city; you can’t just go and sell in every single corner. You have be selective in your farm area, keep it to around 1,000 homes.” Tom Panos says that My Prospector works because it assists an agent to comply and not procrastinate their prospecting; what you measure, you manage. “Taney Jain is living proof that you can be a million dollar agent in any market. He has simply done what most agents are not prepared to do – make prospecting a daily, non-negotiable event. When you become addicted to the process, the results will come.” • June Ramli

Tom Panos’ Real Estate Gym - My Prospector is the official prospecting tool for this year’s Transform Challenge. To enter, visit eliteagent.com.au/transform.

EVENT

AMBUSH GALLERY TUESDAY MARCH 7

SYDNEY 9AM - 12PM

www.claudioencina.com eliteagent.com.au 53

marketing

CONTENT MARKETING Why you need to have a plan WHEN USED TO its maximum potential, content marketing

can mean big benefits and more vendor inquiries for your real estate business. Melanie Hoole explains.

ompared with many other industries, such as motoring, travel and insurance, real estate is still lagging behind when it comes to content marketing. A softer approach than direct selling, content marketing is about sharing useful, compelling and relevant information that’s of value to potential vendors. Time is of the essence, and the first mover can still gain an advantage. Agents and agencies need to put the content marketing wheels in motion now, to create a sizeable gap between their brands and those of their competitors.

BUILD TRUST First and foremost, content marketing is about building trust. It allows us to showcase our talents to potential vendors before they even meet us.

PERFECT YOUR PACKAGING Whether it’s through the written word, visual imagery or video – the media and formats will continually evolve – you need to package your knowledge and experience in a way that provides value to anyone thinking of selling their property.

54 ELITE AGENT • FEB - MAR 2017

MONITOR ENGAGEMENT Vendors may openly engage with you or casually follow you from the sidelines but, week by week, month by month, content marketing will help you become more visible to your prospects and allow potential sellers to identify themselves to you through inbound inquiries.

RESEARCH YOUR DEMOGRAPHIC Content marketing programs vary greatly from agency to agency and from agent to agent, depending on the communities you serve. However, you can follow a number of key steps to ensure you execute them well. First, you should answer these questions: • What’s the property ‘sweet spot’ for your area? What types of properties sell most frequently and are in high demand? • Who lives in those homes? Are you targeting owner-occupiers or investors? Singles or couples? Growing families? Empty-nesters? Retirees? Elderly residents moving into aged care? Once you have the answers, you then need to identify the life events that trigger the need to sell. Armed with this information, forming a tone of voice for your brand – an integral part of your content strategy – becomes much easier.

CREATE A CONTENT PLAN Next, develop a strong content plan with the following components: Topic generation – Coming up with content topics is possibly the most important stage. It’s important to remember that your objective is to generate vendor leads, so avoid topics that address only buyers’ concerns. Content creation – In what formats will you deliver your content? Whether

Time is of the essence, and the first mover can still gain an advantage. you create blogs, infographics or videos, these should be professionally written, designed and published by content specialists who know how to target key search terms and phrases to ensure that people find your content. Publishing platform – Extend your website to include a home for your content by adding a ‘Blog’ or ‘Advice’ section.

AMPLIFY YOUR CONTENT Once you’ve created fantastic content, you want to make sure it reaches your audience. Social media sharing – The easiest way to amplify your content is to encourage staff to share company social media posts with their own social networks. This gives

an organic uplift in social feeds, enabling your messages to reach more people more often. Social media advertising – Broaden your reach by using demographic, geographic and behavioural profiling to place paid advertising on social media networks. Google advertising – Pay to be on the first page of Google or on key websites by using targeted search terms and phrases that align with key audience interests and life events. Email marketing – Turn passive readers into email subscribers using call-toaction pop-up forms; this will grow your database and enable you to reach people more frequently.

MEASURE RESULTS AND REDIRECT BUDGETS Finally, you want to know what content is working and what isn’t, so you can make changes or redirect your content marketing spend if necessary. Monitor traffic sources – How do people find your content? Is it through organic search, internet referrals, social media marketing, email marketing, paid campaigns or direct traffic? Track conversions – Which content turned readers into subscribers and then into inquiries? Once you know this, you can direct your efforts to the best topics and channels. Use cookies and pixels – Add tracking

codes to your website, paid advertising and social media pages so you can see return visitors who’ve previously provided their names and details via forms. Then you can give them a call. Once you deliver your first piece of content, it typically takes approximately four months to start seeing some traction with your content marketing activities. So be consistent and committed, and get started now!

Melanie Hoole specialises in helping real estate professionals build a firstclass digital profile. For more information visit hoole.co.

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The Home Straight Mark McLeod

Whose job is it, anyway? For busy agents and principals, time is of the essence. How do you ensure the myriad of vital tasks are completed, and where does your responsibility begin and end?

n real estate, one of the great questions every agent should ask themselves is quite simple. The question is: who? To my way of thinking, our industry is divided up into six distinct business sections. Each of these areas has a contextual driving force – a word defining its purpose. The first area is databasing, which is driven by the word ‘volume’. You do need some volume of contacts and you need volume of quality of connections, whether it be direct marketing, push and pull digital strategy or phone calls. As I’ve mentioned before, this is a relationship business. It’s pretty challenging to have a relationship with someone if you’ve never had a conversation with them. The next division is pipeline and the context that drives it is relationship. According to the famous Dunbar theory, we’re limited by the number of meaningful relationships we can sustain at any given time. This makes it difficult to have a relationship with 1,500 people in a database all at once. Hence the pipeline gives us the opportunity to build those relationships over time. The next driver is stock management. In many markets – particularly outside capital cities – stock management is one of the key components of the continued growth of a business. The way markets have performed of late, the market itself is the stock driver. The word associated with this

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is ‘awareness’: awareness of what’s happening and what needs to be done. Following this is after-sales. The context of this area is advocates; this is where our advocates live. Handled correctly, after-sales strategies can add enormous value to any agent’s business. After that comes marketing and community. The context of this area is positioning. And the final division is property management and ancillary services, which in many ways we look at as our superannuation. That’s bring us back to the question of ‘Who?’ Each of these six divisions has tasks attached to them and, as I’ve said many times, this industry is a task-oriented business. But

The pilot of a Qantas airliner doesn’t have to put the fuel in the plane, but I bet you they know who is doing it. the restrictions of capacity do not allow us to do all the tasks needed to build successful careers. Therefore the question is: who? The pilot of a Qantas airliner doesn’t have to put the fuel in the plane, but I bet you they know who is doing it. A great chef doesn’t have to clean the plates and dishes, but I bet he knows who does. We have to take responsibility

for all the tasks that need to be done in our business. Responsibility doesn’t mean ‘to do’ – but it does mean you have to ask ‘who is?’

Mark McLeod is the Ray White Group’s Chief Executive of Growth. He works alongside both agents and businesses across Australia, helping them reach their ultimate potential to achieve success.

BEFORE

Shopfront Makeover Magic First National in Gerringong, New South Wales, were the lucky recipients of a shopfront makeover worth $10,000 after emerging as winners of the Elite Agent/VitrineMedia ‘Pimp My Shopfront’ competition. Entering the contest in November 2016, First National Gerringong Principal Jason Stalgis said, “The front of the office has probably been one of the things that has always let us down. It’s always looked pretty average; and with the one big screen in the window people would need to stand and watch twenty or thirty properties cycle through for the one they want to see. It wasn’t ideal.” Stalgis and his office were selected to be among the eight finalists for Elite Agent and VitrineMedia’s first ever Pimp My Shopfront contest. Then it was down to an industry vote. Garnering support from fellow First National offices along with the local area residents, First National Gerringong raced ahead in the voting and came out on top. Early in January 2017, the VitrineMedia crew, led by Managing Director Mike Toweel, entered the building and got to work.

Turn the page to see what First National Gerringong’s shopfront looks like now.

“ I think it’s really going to stand out. With the shopfront all lit up at night, people will notice us when they drive past. It’s something that will definitely set us apart, for sure!” – Jason Stalgis, First National Gerringong

“ The pure level of LED lighting helps agencies like First National in Gerringong to really showcase the wonderful photography of properties they are selling.” – Mike Toweel, VitrineMedia Australia