ALABAMA MORTGAGE EDITION
WHEN IT'S TIME FOR A HOME OFFICE GOOGLE ADWORDS: HOW TO MAKE GOOGLE DO THE WORK FOR YOU
THINGS I HAVE LEARNED AT THE GYM SIX POWERFUL PROSPECTING TIPS TO BUILD YOUR BUSINESS COVER STORY
TYLER WILSON
ALABAMA MORTGAGE EDITION
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TYLER WILSON
CONTENTS 4) THINGS I HAVE
TYLER 17) SIX POWERFUL WILSON
13) GOOGLE
21) WHEN IT'S TIME
LEARNED AT THE GYM
ADWORDS: HOW TO MAKE GOOGLE DO THE WORK FOR YOU
PROSPECTING TIPS TO BUILD YOUR BUSINESS FOR A HOME OFFICE
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Things I Have Learned at the Gym by Barry Eisen
Within the macrocosm of life there are pockets of microcosms that reflect the bigger picture. Sometimes the bigger picture gets a little too fuzzy or ambiguous to grasp or be motivated by or to learn from. What we can learn from a moment’s contemplation of some of the more familiar areas of our lives can have value in figuring out the bigger picture.
with a positive anticipation allows the memory to work better and to perform at higher levels.
Gym: When someone is using a mirror for focus or to see their posture, have the courtesy to not walk in between them and the mirror and break the train of thought. Life: Like some of you, I have been a “gym When someone in the office is “on a rat” my entire life. Going to the gym roll” or a friend has created a great at least five days per week whether relationship, be supportive or at I’m in L.A. or out of town is simply least get out of the way and shut up. what I do. Here are some observations I’ve made. Even if you don’t exercise Gym: (What?!), see if these work for you: Use a towel to clean the bench after you have left your sweat on it. It’s Gym: your responsibility. Mental Preparation—Have a better Life: attitude before you begin and you will When you make a mistake, apologize. have a better workout. Endorphins It’s the right thing to do. make the miles go faster and the weights lighter. Gym: Life: Re-rack your weights when you are Mental Preparation—Going into a done with them. Don’t leave your selling presentation or a college test mess for someone else. 4
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Life: When you make a mess, clean it up. Why should someone else have to see or deal with it? It’s your job. Gym: Neuroscientists have discovered that when you focus on the muscle being used, there is an increase of 20%+ more circulation going to that muscle to grow and tone it. Life: When you stay on task (focus on that activity being done—not multitask) you get more done efficiently and need to apologize less. Gym: Keep the loud grunting sounds to a minimum. Life: Keep the loud grunting sounds to a minimum. Top Agent Magazine
Gym: Spot the person who asks for help. That doesn’t mean lift the weight for them. It means let them exert themselves to their maximum and add your vocal and physical support to allow them to grow. Life: Show the way if you know it, but let the discovery, wonder and growth be experienced by the other-for everyone’s sake. Gym: Read the body language of the other person. Get a sense of whether he or she is moving quickly and is time constrained and less conversation would be appropriate. Be attentive to the whole picture. Life: Read the body language of the other 5
“Pay your dues and get your money’s worth.” person. Because more communication is non-verbal than spoken, add your senses and instincts to see, hear and feel an experience or encounter. This is not to say make assumptions, but rather, to prompt you to ask a clarifying question if you find a difference between the words you hear and the message you feel. Gym: At the time you are experiencing the greatest muscle exhaustion, you are gaining the greatest results. Stay with it a little longer. You’ll lift and do more, easier, the next time. Life: When you’re frustrated and feel you are at the end of your patience or abilities, stick with it a little longer, look “outside the box” for other options. That’s where the greatest lifeskills are grown. You’ll handle things more easily without feeling the stress the next time. Gym: Vary your workout routine every 4-6 weeks by using barbells, dumbbells and machines to keep up mental interest and to develop greater 6
strength by stimulating muscles from different angles. Set goals of accomplishment. Life: Plan to periodically learn something new, go someplace interesting or set goals that are bigger than your present abilities to create an interesting life and to force your own personal growth. Take a risk once in a while. Interesting people do interesting things and are generally more fun to be around. Gym: Pay your dues and get your money’s worth. Life: Show up, pay attention, take positive action every time. Gym: Take a shower! Life: Take a shower! Barry Eisen teaches personal development seminars and coaches Southern California top producing REALTORS®. “Your business will never grow more than you do” is the theme; self hypnosis and behavior modification are the tools for playing a bigger game. barryeisen.com, barryeisen@LA.twcbc.com 818-769-4300 Top Agent Magazine
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TYLER WILSON, NMLS #937808 “I have this reputation that if Tyler can’t do it, it can’t be done.” While Tyler Wilson was a finance major, he really became motivated to get into the mortgage industry when the loan process for his own home was less than stellar - twice. Realizing with the right support he could offer customers more and give them an experience they would appreciate in a way that would benefit them in the long run. “Because of what I went through, I have this incentive to make sure my customers are empowered and that they have all the knowledge they need,” he says. Feeling like a number with his own transactions, Wilson realized the importance of maintaining the client relationship and providing individualized attention. Through his own business, he makes 8 Copyright Top Agent Magazine
sure his clients are always No. 1 and sees to it that they get all the information they need to make an informed decision about a loan that is right for them. This approach has taken him on a path to success as he generates 15 to 20 loans a month with PrimeLending, A PlainsCaptial Company – a number that keeps growing. Wilson has seen great success working with PrimeLending and has begun to amass a team to take him to the next level called The Clear To Close Team. In his almost three years of working with the company, he has made the Power Producers Trip for closing over 120 units or $22 million in transactions and has Top Agent Magazine
done it again for 2016. While things are on track for Wilson to continue to grow his business, it wasn’t an easy road to get where he is today. After graduation from The University of Alabama, he worked in the defense industry which hit hard times with the recession in 2008. He settled into retail for a while and then partnered in a landscaping business that saw great returns but wasn’t a long-term fit for him. As a numbers person, the loan industry made sense and he worked for a few different firms before finding the ideal position as a senior loan originator with PrimeLending. “I always knew what I could do and with PrimeLending backing that up I could get the job Top Agent Magazine
done,” he says. “Now I have this reputation that if Tyler can’t do it, it can’t be done.” The reputation that Wilson has created for himself is based on honesty and communication. He has developed strong relationships with realtors in the industry with the majority of his business coming from word-of-mouth, which he attributes to his follow through. “For me, it’s been a do the right thing and do what you say you’re going to do,” he says. It is this fortitude that keeps his business expanding and has helped him excel in the short time Wilson has been with PrimeLending. “It just really snowballed for me,” he added. A constant Copyright Top Agent Magazine 9
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motivation for Wilson is to provide a better home for his client’s families as this is even more understood by him now that he has family of his own. His personal motivation daily is his beautiful wife Alaina and their outgoing son Talan. They will soon have another addition to the family - a little boy coming Spring 2017. “ If I didn’t have the love and support of my wife and family I don’t know what I would do,” he says. By keeping a constant pulse on the industry and its ever-changing regulations, Wilson educates others as an instructor at the Alabama Real Estate Commission, providing expert knowledge and advice. He was also chosen by PrimeLending to be one of a select group of Top Agent Magazine
originators to partake in “The Experience” – a retreat in Oregon where he discovered his priorities and set out to focus on them going forward. He is also a member of the Madison Chamber of Commerce and has plans to begin coaching soccer again in his community. PrimeLending understands that buying a home does not come with a one-size-fits-all formula. That’s why it specializes in pairing homebuyers with the mortgage program that makes the most sense for them. Since 1986, it has helped over 500,000 borrowers buy a new house, renovate or refinance. When you work with Tyler and PrimeLending, you can count on getting the support you need through each and every step of the process. Copyright Top Agent Magazine11
For more information about Tyler Wilson, Loan Originator, NMLS #937808, visit cleartoclose.com, call 256-763-7903, email stwilson@primelending.com www.
http://www.justingrable.com 807 Shoney Dr., Suite B ¡ Huntsville, AL 35801 12Copyright Top Agent Magazine
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Google AdWords:
How To Make Google Do the Work for You There is no denying that the internet is the first place a buyer begins looking for a new home in this digital age. Knowing how to put the powerful tools available on the internet to work for you can give you a decided advantage when it comes to attracting prospective buyers to your listings, as well as you as an agent. Google is easily one of the major superpowers of the internet, and they have one of the most powerful advertising tools available. Knowing how to utilize Google AdWords in the correct manner can make your internet advertising immensely powerful and possibly your best way to reach prospective buyers. Google AdWords is also extremely cost-effective. This multifaceted tool gives you much more control over your advertising campaign than other more traditional methods. You can target specific audiences, choose the specific search terms, also known as keywords, that will bring up your ad in someone’s search results, and you can set a budget for each campaign that will dictate it’s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you. Top Agent Magazine
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ent websites. You want to set yourself apart from every other real estate website users are viewing in their search for a house.
MAKE SURE YOUR ADS ARE GOING TO SEND USERS TO A SITE THAT WILL CAPTURE THEIR ATTENTION
You can spend an infinite amount of money on Google advertising campaigns, but if those ads don’t send users to a site that will capture and hold their interest, then you’ve just wasted all that money. Don’t put your cart before the horse. Make sure you are considering exactly where these ads are going to send users. To set up your website for success, at the very least you want to make sure users are greeted by clear call-to-action, such as a message that will encourage them to sign up for your newsletter or subscribe to your blog. You want to set up your website to maximize and capture the leads the ad campaign sends your way.
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BUILD CUSTOMIZED OR CUSTOM-MADE WEBSITES RATHER THAN TEMPLATE WEBSITES It is easy and tempting to use template websites, or to offer your agents template websites if you are a real estate manager or broker. While this offers a cost-effective solution to providing every agent with a website, it does little to set you or your agents apart and capture the attention of users that are used to seeing a wealth of differ-
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MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE
Don’t simply use your website as a kind of brag sheet. Let users know what makes your particular services valuable to them. Highlight your expertise in a certain location through tools such as blog posts, providing market updates, or giving pertinent information on a unique type of property. This will ensure that your online advertising campaigns are much more successful.
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LOCATION IS EVERYTHING!
Location is everything in real estate, and the same holds true for Google AdWords. You can target specific locations in your ad campaign. While one approach is to focus on the area around your location, a more advanced approach would be to link AdWords campaigns to your Google My Business account. This is a Google service that includes your address in the ad, allowing people to then click on it and see exactly where you are located on a map.
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USE GOOGLE ADWORDS IN YOUR CAMPAIGN TO EXPAND YOUR BUSINESS IN GENERAL
Focus an AdWords campaign on expanding your business by incorporating specific zip codes and neighborhoods that will help you establish a presence in an area where you would like to increase your real estate business. Making sure that your ad appears in search results that are related to the real estate in a specific area will help shape the image and brand of your business as well as bring in new leads.
HARNESS THE POWER OF DATA
When you run a Google AdWords campaign Google Analytics captures a wealth of information about your target client demographic. You can gain real insight into your online visitors, such as when they visit, what they do and look at on your site once they get there, and what search terms they use. You can use all of this information to grow your business. Use Google Analytics to determine which users (location, gender, age) are utilizing specific aspects of your site, such as looking at multiple listings, reading your blog, etc. You can then use this information to target these specific demographics in your AdWord campaigns, Gmail ads, the Google Display Network, and other advertising.
Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you don’t want to simply go into the process blind or you’re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns. Top Agent Magazine
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Six Powerful Prospecting Tips to Build Your Business By John Boe Why is it that some sales reps consistently earn a six-figure annual income while other reps, putting in the same hours, selling the same products, and trained by the same sales manager struggle each month financially to make ends meet? The answer to this question is painfully simple; the six-figure sales reps understand the importance of business development and never forget to ask for referrals. Top producing sales reps set high standards for themselves and spend the majority of their time either actively prospecting for new business or closing sales. Successful sales reps set productivity goals, establish priorities, and don’t waste their precious time hanging out in the break room or taking twohour lunch breaks. Top producers don’t need to be reminded to ask for referrals on a daily basis or follow-up on hot leads, because they understand that prospecting for new business is a necessity and not just an activity. The good news is that prospecting for new business, like any other learned skill set, can be trained and developed into a habit. Top Agent Magazine
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Tip One: Don’t Forget to Ask for Referrals. When it comes to asking for referrals, timing is everything. Research indicates that the most effective time to ask for referrals is right after you’ve made the sale or provided a valuable service for your customer. Asking for referrals prior to closing the sale is a big mistake and may even jeopardize the sale itself. Once the sale has been completed, your customer will be on an “emotional high” and far more receptive to the idea of providing you referrals. When you ask for referrals, your goal is to get as many names written down as you can. Just keep asking... Who else? Once your advocate has given you all of his or her referrals, then go back over the list of names to get details on each prospect. Tip Two: Train and Reward Your Advocates. An advocate is a person who’s willing to go out of his or her way to recommend you to a friend or associate. Most customers are initially reluctant to provide referrals without some basic training and motivation.
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Once you’re given a prospect, Asking for it’s a good idea to take the time to role-play with your advocate referrals prior to to demonstrate how to approach and talk to their referral. A brief closing the sale is a role-playing exercise will build your advocate’s confidence and big mistake and keep them from over-educating may even jeopardize their referrals. During your roleplay session, be sure to prepare the sale itself. your advocate to expect some initial resistance. This training will pay big dividends by making your advocate more effective and less likely to become discouraged when faced with rejection. Always take the time to thank your advocates and give them feedback on the status of their referrals. I recommend that you call them and then follow up by sending a thank you card and or gift. 18
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Tip Three: Strike While the Iron is HOT. Prospects, like food in your refrigerator, are perishable and therefore need to be contacted quickly. Each day you let slip by without making initial contact with your referral dramatically reduces the probability of you making the sale. Develop the habit of contacting your referrals within two-business days or sooner. Have a system to keep track of your referrals so they don’t end up falling through the cracks. It’s critical to have a computerized client contact management system to record your remarks and track future contacts and appointments. Relying on your memory alone is a very poor business decision that will cost you dearly. Tip Four: Schedule a Minimum of Two-Hours a Day for Phone Calling. Make your phone calls in the morning while you and your referrals are both fresh and alert. Treat your prospecting time with the same respect you would give to any other important appointment. This Treat your prospecting is not the time to check your e-mails, play solitaire on the time with the same computer, make personal phone calls or chat with your respect you would give associates.
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to any other important appointment.
Avoid the temptation to try and sell your product or service over the phone. Your objective for every phone call is to create interest, gather information and make an appointment. If your prospect asks you a question, get in the habit of going for an appointment rather than giving a quick response.
Don’t shoot from the hip use a script. It’s important to use a phone script when you contact your prospect so you don’t leave out any key information. It’s a good idea to role-play your script over the phone with your sales manager until he or she feels you sound confident and professional. Top Agent Magazine
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Tip Five: Qualify Your Prospect at Maximum Range. Unfortunately, not every prospect will be interested or qualified financially to purchase your products or services. Successful sales reps don’t waste time chasing after low-probability prospects and know when it’s time to cut their losses and move on. Tip Six: Don’t Take Rejection Personally. Selling, like baseball, is a numbers game pure and simple. Rejection is to be anticipated as a natural aspect of the qualification process, so don’t take it personally. Learn from rejection by using it as a valuable feedback mechanism. Salespeople who take rejection personally lack perseverance Salespeople and seldom make the sale.
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who take rejection personally lack perseverance and seldom make the sale.
For the majority of salespeople, prospecting for new business is without a doubt the most challenging and stressful aspect of the selling process. Selling is a contact sport and daily prospecting for new business is the key to every salesperson’s long-term financial success. By integrating these six powerful prospecting tips into your daily business routine, you’ll be able to keep your appointment calendar packed with qualified prospects! “Sales are contingent upon the attitude of the salesman, not the attitude of the prospect.” – W. Clement Stone Copyright ©, 2016 John Boe. All rights reserved.
John Boe presents a wide variety of motivational and sales-oriented keynotes and seminar programs for sales meetings and conventions. John is a nationally recognized sales trainer and business motivational speaker with an impeccable track record in the meeting industry. To have John speak at your next event, visit www.johnboe.com or call 937-299-9001. Free Newsletter available on website. 20
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When It’s Time for a Home Office by Nancy Michaels
So, you’re tired of clearing your papers off the dining room table every time someone wants to eat (how dare they!). And you’re still recovering from the business call you were forced to take that time your 5-yearold pressed the phone into your hand just as you stepped from the shower (it’s amazing how professional one can sound while wrapped in a towel and dripping wet).
fairly easily for this purpose. Use bookcases, filing cabinets, plants, screens, even lighting to define your work space. It’s essential that you remain committed to your space as office space. Without this psychological distinction between home and work, the two areas of your life may slide into one another, causing you to lose focus, and thus, productivity.
Sounds like it’s time for a home Choose furnishings that are ergooffice. nomically correct, and which fit in with the decor of the rest of your Ideally, you’ll have a spare room to home. Lighting should come from turn into office space—preferably three sources: natural, ambient and one with a locking door. An extra direct. Give yourself enough storage bedroom, the basement, or attic can space to keep your work area all serve this purpose. If you don’t uncluttered. You may want to store have room for a dedicated office, your supplies in another part of the take a look around your house to see house, keeping just a week’s worth where you can carve yourself some in your office. And schedule a space. A closet, bedroom corner, weekly or biweekly cleanup where hallway alcove or even the area you go through your papers and files under a stairway can all be converted and either throw away or stow away Top Agent Magazine
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anything that is not essential to the event of a power failure. An daily operation of your business. uninterruptable power source supply is also a must for the home office. Almost every business requires a This will keep your computer runcomputer system. Don’t skimp. You ning during a power outage until want something with enough speed you’re able to safely shut it down. and memory capacity to last into the future. A good-quality inkjet, or Another essential component of the preferably, a laser printer is also home office is telecommunications, essential. Investigate the all-in-one meaning telephone, fax and Internet printer, fax, copier and scanners. access. An account through an These may save you money as well Internet service provider or online as precious office space. I also service shouldn’t cost more than $20 recommend a computer backup per month and it will give you the system, which will protect the ability to send and receive e-mail. contents of your hard drive in the 22
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It’s essential that you remain committed to your space as office space. You’ll probably want more than one phone line, three if you’re using one line for a fax and modem hookup. It’s wise to invest in a business line, which allows you to list your business name and number in the phone book and with directory assistance. To keep costs down, use that line for incoming calls only. If you don’t want the expense of a business line, but can do without a repeat of the shower scene, order “distinct ring” service from your phone company. This is a separate phone number which rings into your home line, but sounds different from your normal ring. This alerts you and family members to incoming business calls. If you’re dishing up dinner or washing the dog, you’ll know to let your answering machine, or better yet, your electronic voice mail system, grab the call. If you’re in the shower, hopefully your 5year-old will know to do the same. You may also want to order “call Top Agent Magazine
answering” from your phone company. It’s just a few dollars a month and sounds more professional than an answering machine, and which won’t break down while you’re on vacation. A home office can either improve productivity, or harm it. You may find yourself doing paperwork at 2 a.m. when you should be sleeping, or flipping to General Hospital at 3 p.m. when you should be working. It’s helpful to treat your home office as you would an outside office, complete with “starting” and “quitting” times. This will help you stay focused, organized, and productive. And your family will appreciate having their dining room table back. Nancy Michaels, of Impression Impact, works with companies that want to reach the small business community and with small business owners who want to sell more products and services. Copyright©, Nancy Michaels. All rights reserved. 23
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