DOORS TO REFERRALS Opened, by REAL ESTATE MARKETING
A GUIDE OF PRACTICAL STEPS ON WHICH TO BUILD A REFERRAL BUSINESS
By HILTON GREEFF
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For the encouragement and motivation for me to release this manuscript, and the initial editing which ironed out the wrinkles, I thank Kate Colsell.
For the patience my wife Sylvia, and son Peter, showed while I prattled on about the content of my writings, together with the advice on layout, I thank you both.
I include gratitude to my printer/publisher for the sound advice on how to present this book in its final form.
ISBN
978-0-620-55862-4
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Table of Contents Table of Contents …………………………………………………………………3 Acknowledgement ………………………………………………………………..4 About the Author ………………………………………………………………….6 Introduction …………………………………………………………………………9 Chapter 1 - Marketing, the pathway to Referrals…………………….13 1.1. Building a Business ………………………………………………………13 1.2. Background …………………………………………………………………16 Chapter 2 – Marketing in Real Estate……………………………………..18 2.1. The Basics …………………………………………………………………….22 2.2. Fundamentals ……………………………………………………………….24 2.3. Trust & Rapport …………………………………………………………….26 3.3. About Marketing…………………………………………………………….29 Chapter 3 – Marketing Plan …………………………………………………..34 3.1. Target …………………………………………………………………….…..37 3.2. Message ……………………………………………………………………….40 3.3. Material ………………………………………………………………………..43 3.4. Ask for the Order …………………………………………………………..49 Chapter 4 – Referrals ……………………………………………………………52 4.1. Education ……………………………………………………………………..59 4.2. Rewards………………………………………………………………………..60 4.3. Be Different …………………………………………………………………..62 4.4. Ask for Referrals …………………………………………………………….63 4.5. Expand your Referral Network …………………………………………64 Summation …………………………………………………………………………..66
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Acknowledgement In this modern age of very sophisticated technology that includes the Internet, Webinars, Laptops, Notebooks, Tablets, Smart-phones and all those other amazing outstandingly useful IT items, I have found that many students who devote time to acquiring additional skills, still prefer to have written-copy reference notes. All the following information can still be stored and saved on any one of those mind-blowing techno items. Certainly, in the world of selling, the answer to all questions that you will ever need to ask will be found among today’s technology. The reality however is this; Do you know which are the correct questions to ask, and do you have enough spare time during your working day to look for answers and tips on the Internet ? Remember too that although social media marketing does produce many leads, the “deals� are generally closed during one-on-one contact. No matter what industry you are in, we are all in the people business. Forming relationships with our clients and colleagues is a vital part of success in any field. While it might be more convenient to text, bbm, email, Skype, tweet, blog, facebook, and whatever other technology is available for you to stay in contact, nothing beats the power of a face-to-face connection. It's the best way to explore consensus and encourage discussion.
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As professionals I am sure that you are aware of all the correct etiquette that is demanded with these different forms of social networking because incorrect use, during such interaction with someone, may cost you rather than bring you benefits. In spite of all that technological competition I am not intimidated, and am happy to share useful knowledge accumulated over the years from multiple sources. I include Krista Baker BA/MBA/MS, a specialist in the implementation of marketing plans for professional services in America, an expert in her field, and co-founder of an online marketing organisation “Morningstar Multimedia LLC�. In addition I thank the many trainers and Facilitators, who over the years, have shared their special knowledge and ideas with me. Luckily my hoarding instincts prevented me from discarding anything and that trait has now presented an opportunity for me to share it with you.
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About the Author While still at school I realised that the whole world revolved around the sales arena and couldn’t wait to become a player in that exiting theatre of life. Matriculated and indentured as an Architectural Draftsman in an office with 20 others, I was soon caught up in my initial foray into sales by selling raffle and sweepstake tickets to my colleagues and friends. All this for the reward of the two free tickets in the hope that my “ship would come in”. This was my first taste of commission earnings. Without giving up my day job my portfolio of products increased as I ventured into the daunting world of door-to-door selling with brushes, brooms, cosmetics, insurance, and original art produced in 3D. Marriage in 1958, and thereafter three sons, did not put a stop to my sales activities as this extra money for household expenses was now much needed. At the age of 26, I was offered my first salaried selling job. I became a Sales Representative for a major oil company in an area in South Africa now known as Limpopo. It meant relocating to the outback, which I did not see as a problem as my new professional sales career included the relocation costs, a company car, and an expense account. This move boosted my self-confidence with a kick-start to my professional sales career.
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My employment demanded fluency in two official languages but the highlight was the full range sales training courses. This in-depth training embodied a fair number of very useful modules, for which I am ever grateful as I still use them daily. It was during this early training when I realised that selling is a profession and not the actions of a slick, fast-talking, sleight of the hand conman. I likewise learnt that there will always be some or other product that changes hands, but to sell it requires skill in the art of handling people honestly, correctly and with the dignity they deserve. Put this skill into practice and products being offered will readily be accepted leaving all role players happy and satisfied. My entry into Real Estate, after other successful ventures in paint and soft flooring came about with the sale of my carpet business in 1969. I joined the Currie’s Property Organisation and soon discovered that in order to improve my earnings, I needed to improve my own knowledge and skills. I subsequently signed up for every available course that was either free, or at a cost that I could afford and today I thank all those lecturers and class facilitators who shared their knowledge with me. In addition to absorbing as much information as possible, I made it a goal to be involved with many outside social groups.
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These included school PTA’s, Ratepayers Associations, Masons, Round Table, Toastmasters, Lions. In addition I never stood back when invited to be the Master of Ceremonies at stage productions, fetes and weddings. Numerous Diplomas, Certificates and Achievement Awards, which include Salesmanship, Management & Control, Public Relations, Founder of a Motivational Club, Trainer, Facilitator, Assessor (real estate), CRS, Specialist Sectional Title Realtor, were collected along the way. Being featured among Cherie Eilertson’s Champions in the year 2000, was certainly a highlight. My motivation for producing this manuscript is to put back a little of what I learnt along the way and to share with sales people ideas and facts that can help to smooth the flow of events, along the way to conclude a sale. I trust that you will find my input as relevant information leading to successful Real Estate selling, and use it constantly and that this manuscript becomes a vital part of your sales kit. I have enjoyed committing these snippets of useful information to “hard copy” and trust that when you follow what I believe to be income-producing ideas it will bring you the success that you deserve. May your workload become easier, and your sales increase.
HILTON GREEFF Author: “Activities Blueprint” for Realtors.
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Published 2012
Introduction By the mere fact that this particular manuscript is in your possession, it is clear that you are either a sales person or someone involved in the field of Real Estate. In this ever changing business climate many Estate Agents have come to realise that they have no alternative but to accept that the modern market place is not an easy arena in which to operate. The sheer number of competitors remains a daily reminder so in order to stay ahead of the competition you need to do a little more than the other agents. A serious change in strategy may be needed. I clearly recall the words of one of those marketing experts who told me: “if you continue doing what you have always done, you will only get what you always got. This manuscript will highlight areas of Real Estate marketing that you may wish to concentrate upon with the view to building successful referral business. There are numerous instances in this transcript where particular information may appear to be repetitive. The reason for the repetition is simply to remind the reader that the activity being referred to is one of the most important foundations, in your entire career. When not attended to correctly the result of shortcutting this activity will lead to a lot
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of unnecessary extra work and cost you thousands, with no return. It has been written with the premise that much of what will be revealed is not new to you, and for that reason the content is set out using simplicity and language that is easy to understand. I am not delving into the inner workings of the many activities that take up your daily routine. (read�Activities Blueprint� for Realtors) My reason for putting these ideas into book form is because in the 40 and more years that I was active in real estate, I have sat through countless office meetings but very seldom came across discussions about marketing as an item on the agenda. In many offices hours, and a lot of money, continue to be spent on repetitive advertising that is possibly mistaken for the entire marketing package. Some of these adverts are very garrulous and full of information, but do not appear to have been given much thought. I would like to point out however that the ideas recommended are my informed opinion taken from years of experience in your Profession. I always have, and always will recommend that it is good advice to employ the services of experts in their field, particularly when you consider the aspects of advertising and marketing.
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