The Total Agent Business Solution
A Comprehensive System that Empowers You to Sell More Real Estate
5929 Balcones Dr., Ste. 300 • Austin, TX 78731 Phone: 512-420-0300 • Fax: 800-948-4045 www.GoldwasserRealEstate.com
INTRODUCTION
Our Mission To serve people at the highest level and to be the real estate experts of choice.
Our Values People Service Teamwork Competence Performance Systemization Leadership Reputation Self-improvement Creativity Innovation
Our Purpose To transform the residential real estate industry by providing agents the tools and support that will allow them to deliver extraordinary service and value to buyers and sellers.
Welcome!
T
o the outsider, it all seems so easy. You show your client a home, make an offer, and make the sale. We understand it’s not so easy. We understand each of the countless moving parts required to obtain and serve your clients, manage transactions, and take care of business. That’s why we created Goldwasser Real Estate—a different kind of brokerage providing a comprehensive suite of services, systems, training, and support that empowers you to sell more real estate. We are proud to be revolutionizing the residential real estate industry, and we’re thrilled that you are interested in learning about this exciting journey. What does it mean to revolutionize real estate? To our clients, it means providing a professional, world-class experience and creating lifetime connections with them. It means providing the best value and the best service imaginable.
For our agents, it means giving them the best training and the best resources to make them productive and profitable. The traditional model of independent real estate agents places the burden on the individual agent and provides only a loose connection to their broker. When I first got into real estate in 1998, I joined one of the many real estate “teams” that were forming at the time, where agents pooled their resources to enjoy additional administrative support and a more team-oriented atmosphere. Goldwasser Real Estate takes the team model a step further, providing our agents support far beyond what a typical team can offer. Through training, transaction support, a professional marketing staff, and a host of other benefits, we offer agents the opportunity to focus on what they do best: work with clients to sell real estate. By doing so, they also have the opportunity to make more money than traditional agents. If you’re committed to being the best and working among the most elite agents, we’d love to talk with you more about how you might fit in at Goldwasser Real Estate. There are no limits!
Chad Goldwasser Founder
We offer agents the opportunity to focus on what they do best: work with clients to sell real estate.
Goldwasser Real Estate
The Goldwasser Difference headline
A Different Kind of Brokerage
W
hat sets you apart from the thousands of real estate agents in the marketplace? Can you clearly articulate your value to your clients and prospects? Do you have the training, tools, and support to close more business, generate more referrals, and build a long-lasting, durable business?
If you can’t answer yes to all of these critical questions, then we would like to help you find the solutions you need. You may be happy with your current broker because you didn’t realize that there is a different kind of brokerage. We would like to introduce you to that different way of running your business with a broker who will give you more than any other brokerage in town. Even if you decide to stay where you are, we know that a real estate agent changes brokers an average of three times in their career, so when you are ready to step up, we will be happy to show you how—with the right systems, tools, and support—you can take your career to the next level.
Consider Goldwasser Real Estate You’ve undoubtedly heard the philosophy that you should surround yourself with people similar to what you wish to become. Well, here are some hard-to-argue-with statistics about Goldwasser Real Estate: Of the top 10 brokerages in Austin, Goldwasser agents sell an average of 66% more real estate than agents at other brokerages. Would you rather surround yourself with agents who sell an annual volume of $2.6 million or $4 million? On average, a real estate agent makes $41,000 annual income. Goldwasser agents earn an average annual take-home income of $80,000. Goldwasser Real Estate’s listings sell on average 30 days faster than homes listed by other brokerages. Goldwasser Real Estate’s listings are among the most likely to sell of all the major brokerages. Goldwasser Real Estate’s listings sell for one of the highest list-tosales price ratios. Why, you ask? Consistent systems, tools, support, and training for all our agents deliver these superior results.
A Revolution in Real Estate
The Goldwasser Difference headline
Simplify Your Business
Goldwasser Real Estate is changing the real estate industry for both professional agents and consumers. Never before has a real estate model been effective in providing comprehensive service and support to its agents. Our agents are more successful, more proficient, and deliver world-class service to their clients. They also net more money per hour than traditional agents. A typical real estate agent is left to juggle many tasks with little support from their broker. No other industry demands that one person attempt to be proficient in so many areas including sales, negotiation, marketing, lead generation, accounting, transaction management, administrative tasks, and the creation and maintenance of systems to make it all work. Even in most real estate teams, many tasks are left to the independent agent. Goldwasser Real Estate allows agents who want to succeed at the highest levels to plug into its system to generate the most successful outcome for themselves and their clients. SYSTEMS NEGOTIATION
NEGOTIATION MARKETING LEAD GENERATION sales
SALES
SALES TRANSACTION MANAGEMENT
lifetime client connection
ACCOUNTING
lifetime client connection
TYPICAL REAL ESTATE AGENT
GOLDWASSER REAL ESTATE AGENT
Goldwasser Real Estate allows agents to focus only on the dollar productive activities that you love. We allow you to leverage your time by distributing tasks that you may not enjoy, or may not be good at and shouldn’t be doing, to top professionals who can work more effectively and efficiently doing these important tasks. You will no longer be burdened by the administrative tasks that keep you from maximizing your time. The following pages compare the services Goldwasser Real Estate provides versus a typical team and a typical broker.
Goldwasser Real Estate
The Goldwasser Difference
A Revolutionary Model
AGENT TESTIMONIAL
The traditional real estate model involves a solo, independent agent working for a broker, who provides little support to the agent. Although some agents hire additional support staff or even form a team, they are left to manage their entire business, taking them away from productive selling. Goldwasser Real Estate’s model allows agents to do what they do best—sell homes—while plugging into an existing support structure.
Traditional Broker-Agent Business Model Broker
Agent Sell Homes Transaction Management Marketing Inside Sales Sales Asst.
Independent Agent with Assistant Broker
Agent
Sell Homes Marketing Inside Sales Manage Asst.
Assistant Courier Transaction Management
Courier
Goldwasser Real Estate Model Broker
Agent Transaction Department
Sell Homes
Marketing Department Inside Sales Department Sales Asst. Courier
A Revolution in Real Estate
kARI COOPER I have been proud to call Goldwasser Real Estate home for the length of my Austin real estate career. The support, execution, and constant innovation of the company has allowed me to realize success most agents do not see until many years into their careers. The first year I was with the company I sold 26 homes totaling $5 million in volume. My second year I sold 67 homes worth $11.7 million, and this year I’m on track to close 55 transactions totaling $15 million. I always know I have the best transaction and marketing support behind me, allowing me to provide my clients with overthe-top service and unsurpassed dedication to selling their homes. I love being able to focus on selling and service knowing that all the details are always taken care of!
The Goldwasser Difference
The Difference
We believe that the real estate industry is on the verge of a major shift away from primarily independent agents who are left on their own to manage all aspects of real estate transactions. Independent real estate agents already know the challenges of working on their own, juggling the hundreds of varied tasks associated with each real estate transaction. That’s why Goldwasser Real Estate employs a full-time staff of administrative professionals in our concierge department to assist agents and manage the hundreds of details involved in every listing of a property and home purchase, all at no additional charge to our agents. All agents are provided the same access to our concierge department. We know that our concierge department invests 7 to 10 hours to get a listing up and running. We know that if an agent tried to attempt the same system, it could take them 20 hours to accomplish what we can do in half the time! With cutting-edge technology, systems, and processes, we are able to provide this support to you at no additional charge. Besides providing complete listing marketing and transaction management through our concierge department, we also offer a motivating environment, the industry’s leading education platform, turn-key marketing programs, cutting-edge systems, and the best coaching and mentorship available in real estate. In short, we take care of all the details in your transaction and in running your business so you can focus on what you do best, selling more homes. And the results are clear; we consistently sell our clients’ homes faster and for more money than any other Austin brokerage.
Sale-to-Original List Price Ratio 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Broker Goldwasser Real Estate Keller Williams Realty Prudential Texas Realty Coldwell Banker United RE/MAX Austin Skyline J.B. Goodwin D.R. Horton Realty Austin Keller Williams-Lake Travis AvenueOne Properties Amelia Bullock Turnquist Partners Moreland Properties Gottesman Residential R.E. StoneHaven Realty
% Listing Sales 97.79% $31,571,420 96.68% $356,100,069 96.63% $48,944,294 96.31% $168,890,927 96.24% $30,099,512 96.23% $53,596,183 95.92% $28,467,949 95.86% $51,346,015 95.58% $84,556,962 94.87% $74,827,640 94.69% $89,808,601 93.16% $52,516,101 92.86% $117,121,746 92.29% $44,760,840 92.22% $33,410,133
Days on Market 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Broker Goldwasser Real Estate Realty Austin StoneHaven Realty D.R. Horton Keller Williams Realty Amelia Bullock Coldwell Banker United RE/MAX Austin Skyline Prudential Texas Realty J.B. Goodwin AvenueOne Properties Gottesman Residential R.E. Turnquist Partners Keller Williams-Lake Travis Moreland Properties
Days 51.7 52.7 58.8 62.1 63.4 65.3 65.5 67.8 68.5 73.3 73.5 76.5 78.3 86.0 88.5
Listing Sales $31,571,420 $51,346,015 $33,410,133 $28,467,949 $356,100,069 $89,808,601 $168,890,927 $30,099,512 $48,944,294 $53,596,183 $74,827,640 $44,760,840 $52,516,101 $84,556,962 $117,121,746
Source: Data from the Austin Board of Realtors Multiple Listing Service (MLS) for January through December 2010. Rankings based on brokerages with more than $25 million in listing sales within the city of Austin.
Goldwasser Real Estate
The Goldwasser Difference
Tools and Support
AGENT TESTIMONIAL
Goldwasser Real Estate provides more services and solutions to you, at no additional fee, than any other Austin brokerage. Training, education, listing marketing including signs, flyers and lockboxes, transaction management, and complete listing and buyer systems are just a few of the offerings that set us apart. Our integrated marketing solution ensures your business will continue to run, even if you are unavailable. Speed of response is critical to converting leads from any source. Our system ensures that all Web inquiries, sign calls, and other leads are handled quickly and efficiently by our Inside Sales department.
Donna Ciccarelli I came to Goldwasser Real Estate because I knew I needed marketing, systems, and support to reach my career goals. In a very short period of time, I have greatly benefited from the well-executed marketing program that Goldwasser Real Estate offers.
Qualified and converted leads are routed directly to you through Agent Achieve, our customized and integrated CRM system. This allows you to effectively follow up with leads and convert them to sales. In addition, traditional agents are left to create their own marketing materials, from property flyers and current market stats to buyer/seller guides and sales presentations. Our agents have access to these and other materials, further freeing them to sell homes.
I helped a client who is a VP at a Fortune 500 company. His home was in an area where the average days on market was 210 days. With Goldwasser Real Estate’s plan, they were able to sell in 40 days. Consequently, I have secured a ‘corporate account’ with his company, and I’m receiving referrals to high-level executives.
A Revolution in Real Estate
The Goldwasser Difference AGENT TESTIMONIAL
Training/Coaching
Goldwasser Real Estate hires agents who understand and know that discipline, focus, and being open-minded to possibilities are crucial to success in the real estate industry.
Brandon Faught I began my career with Goldwasser Real Estate with no real estate experience. I sold four homes during my second month as an agent, and closed $6.5 million in volume my first year. I’m on track to increase that by 30% this year in a down market. Goldwasser Real Estate provides you the tools, people, and systems you need to be successful in this business, along with a supportive team atmosphere; the rest is up to you.
No other brokerage in Austin takes the same approach to identifying and nurturing talent, providing innovative services and programs for clients to help them purchase or sell their homes, and integrating their marketing and sales in such a way that the agent only has one thing to do: focus on the client. We have to work hard to attract talent. Because we invest so much of ourselves into the recruiting process, we know that when an agent comes on board to be part of our team, it is a long-term commitment. Our goal is to create a challenging and rewarding environment in which you can discover what’s really most important to you in your life. Then we will help you design a plan to achieve those things. We will provide direction, inspiration, and focus. We’ll work with you to eliminate any obstacles or roadblocks that stand in your way. We will support and partner with you all the way to success.
Mentoring/Coaching Opportunities Goldwasser Real Estate agents have access to a wealth of in-house, live opportunities for support from experienced real estate experts, including:
One-on-one coaching and mentorships Lunch-and-Learn seminars Weekly mastermind sessions Broker and senior management who are accessible to all agents
Agent Training All Goldwasser Real Estate agents—including those with experience in the business— receive extensive training to help them learn and refine best practices, as well as to learn how to be successful within the company. This training includes:
Initial three-week training classes led by experienced agents IGNITE program to fuel the take-off of an agent’s career Lunch-and-Learn seminars Weekly mastermind sessions Goldwasser Real Estate
The Goldwasser Difference
Multiple Streams of Income Commission Income
The most typical way to earn money at a real estate brokerage is to list and sell homes. According to NAR, a traditional agent’s operating expenses are approximately 50% of their gross commission income. Most of our agents’ expenses are covered by the company in our brokerage model, resulting in a higher net profit overall.
Assistant Agent Income If you have a strong business, you may find it profitable to hire an assistant agent to help you with your excess buyer and listing leads. Usually referred to as Buyer Agents, these assistants can help you to convert incoming leads to sales that you otherwise would not have had time to work. You can negotiate a commission rate with your assistant, producing another income source for your business.
Referral Income
1. How do I get started? What will my first 90 days look like in terms of training, coaching? 2. What type of coaching do you offer? Will you help me with my goals and hold me accountable? 3. What is the most valuable use of my time? 4. Give me an example of an agent who has joined recently who has had great success. How many transactions have they closed in their first six months? Why were they successful? 5. Can you give me an example of an agent who joined recently then left the business? Why? 6. What is your per-person productivity for the office?
If you are not ready to hire an assistant agent, but find your business growing faster than you can keep up with your opportunities for business, you can refer your converted or unconverted leads to other Goldwasser Real Estate agents for them to handle for a referral fee. If your unconverted lead is converted by our Inside Sales department and then handed off to another agent to work with your permission, you will still receive a referral fee.
Recruiting Income The residual income from recruiting other agents to Goldwasser Real Estate can be highly profitable. For any agent that you refer to the broker, you will receive 2.5% of their gross commission income for the length of time that both you and that agent remain with Goldwasser Real Estate. You will also receive a signing bonus for all agents you recruit. If the agents’ past-year production is under $5 million, your bonus will be $500 paid out of their first four closings. If the agent’s past year production is over $5 million, your bonus will be $1,000.
10 Questions to Ask a Broker
A Revolution in Real Estate
7. Do you offer training on what I should say to sellers and buyers? Can you give me an example of how to handle typical objections? 8. How do I assess market conditions in order to pick which areas or price ranges to focus on or avoid? 9. Do you offer any support for setup and management of listings? Do you offer leverage for contractto-close? If I can’t or don’t want to hire my own assistant, do you have someone I can work with? 10. Do you have a standard for whom you will hire? Will you just hire anyone with a license?
The Goldwasser Difference
Total Agent Business Solutions We provide the tools and support to ensure agents’ success AGENT SUPPORT
ITEMS PAID FOR, MANAGED, OR PROVIDED FOR AGENTS Previewing Systems Prospecting Systems Manage transaction coordination Transaction Management Call clients Call Title Company Call Mortgage Lender Track transaction Manage inspection Manage survey Manage delivery of deed Manage home warranty Manage insurance Manage amendment Conduct satisfaction surveys Deliver all paperwork to broker Track option expiration Listing Management Courier services Signs Lockboxes Write copy Create and print flyers Enter and manage in MLS Schedule and host open houses IVR Syndicate listings to nearly 20 Web sites Provide enhanced listing on Realtor.com Track showings; gather/provide home feedback Provide client weekly virtual tour activity reports Deliver all paperwork to broker Track listing expiration Generate leads Lead conversion—inside sales
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Goldwasser Real Estate
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Traditional Brokerage
The Goldwasser Difference AGENT SUPPORT
ITEMS PAID FOR, MANAGED, OR PROVIDED FOR AGENTS Sales support — so you can go out of town Client management database software Copier / printer Phone / fax Receptionist Graphic design Printing Marketing Web site Direct mail Buyer Guides and Presentation Listing Guides and Presentation Training and Education Lunch and Learn sessions New agent training program Scripts and dialogues Educational audio CDs Reimbursed education opportunities Weekly market statistics report Systems Mentorship Coaching Agent incentives and prizes Prospecting partnership and motivation Team culture Shared expense of client rebates Lifetime Connection Program Client appreciation parties Monthly newsletter Monthly market statistics (Altos™) Dining gift certificates Holiday gifts Investment seminars Birthday cards Anniversary cards Reminder to contact clients Client/SOI appreciation gifts Transaction gifts Closing gifts Closing anniversary gifts
A Revolution in Real Estate
Goldwasser Real Estate YES YES YES YES YES YES YES
Traditional Brokerage
YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES
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Our Future
Our Future
Goldwasser Real Estate will create a premier national real estate brand by expanding within the Austin area before expanding throughout Texas and then nationally. Within 10 years Goldwasser Real Estate will be a nationally recognized brand synonymous with quality and superior customer service. We will never be the biggest, have the most agents, or the most transactions. Instead, we will be the company to consult for consumers looking for elite agents providing the most value in real estate.
Sell More Real Estate
We look forward to the opportunity to help you sell more real estate. Our goal is to help agents close four plus transactions a month, while enabling them to maintain a high quality of life.
Join Us!
Goldwasser Real Estate is always looking for the best, brightest, and most committed people to serve others. If our mission, values, and purpose match yours, then let us know! Send your resume to careers@goldwasserrealestate.com.
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Goldwasser Real Estate