AUSTRALIA EDITION
TREVOR LESLIE
GARY PEER & PHILLIP KINGSTON
DAVID MACMILLAN
ADRIAN PETRUCELLI
KATE SMITH
AUSTRALIA EDITION
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TREVOR LESLIE
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DAVID MACMILLAN
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GARY PEER & PHILLIP KINGSTON
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ADRIAN PETRUCELLI
KATE SMITH
CONTENTS 4) HOW TO RECOGNIZE TRUE LUXURY PROPERTIES 8) SIX POWERFUL PROSPECTING TIPS TO BUILD YOUR BUSINESS
14) 5 TIPS TO GET NEW CLIENTS 22) TOP 4 WAYS TO JUICE UP YOUR OPEN HOUSE STRATEGY
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How to Recognize True Luxury Properties What to Consider Other Than Location When luxury home buyers are looking for a new abode, they are often advised to pay most of their attention to location, location, location. And it’s true that good locations often have better properties, but if you’re only looking at location then you might be forgetting what it is in a luxury property that makes it luxury. You could view a property in a great location, and because you completely ignored any of the other factors that make a property high end, you might find that once you move in, you aren’t as pleased with the actual house itself as you thought you would be. Here are the other things you should look out for when purchasing a luxury home: • Architectural Uniqueness: The simple fact is that good
architecture retains its value. Do your homework on architects and find the ones that have a good track record of designing beautiful, but practical homes. Don’t simply pay attention to how the building looks today. Consider how it will look in a few decades. Keep an eye out for the “bones” of the building, and decide whether they will stand the test of time or not. Things such as a solid foundation, high-grade materials, unusual details, and artistic components are good aspects to consider. Will the structure hold up well or will it degrade and crumble without constant upkeep? That funky molding may look artistic today, but in ten years will it be considered artistic or just plain weird?
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• Practical Layout: Make sure you have enough room to live
in comfort. As a buyer of luxury property, you probably have quite a busy social schedule. You want to make sure that the layout will lend itself to helping you maintain clear separation between your social areas and private ones. You don’t want guests having to go back into your bedroom to use the bathroom. Look out for places with stairwells, awkward columns, long hallways, and other wastes of space.
• Unobstructed Views and Light: You want to live in
a home that gives you lots of natural light, such as one that is open to the outdoors. That natural light will improve your mood, as well as the resale value. The openness of a space filled with natural light will make you feel more comfortable and happy in your new home. What about the view? Do you see a Do you park, a bridge, a river, or a skyline? Is the see a park, fantastic view out your window protected? a bridge, You’ll need to understand the surrounding air a river, or a rights and zoning allowances of neighboring buildings to understand the possible risks. skyline?
• Windows: Windows are the primary source of losing heat and
cooling. Make sure they are double-paned with good insulation that will protect your home against weather and noise. Unless the windows are already like this, it is unlikely that the condo or co-op board will allow you to install your own.
• Ceiling Height: Consider the cubic footage of the property.
You want to look for high ceilings that increase the openness of a room. Of course, you don’t want to go too high. Above 14 feet will get you diminished marginal returns.
• Storage: If you’re a woman, you will understand this one. We need
lots of closets and additional storage room to fit all of our clothes, shoes, jackets, hats, purses, etc. However, lucky for you, your potential home’s existing closet square footage will not limit you from putting in more storage space. Custom closet companies can create any kind of storage
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space you desire. You will have to, however, make sure that your new home does have an area that you can turn into this storage space. • In-Unit Laundry: In-unit laundry has become necessary for
any luxury home or apartment. Do you really want to have to trek down flights of stairs to use the basement laundry? If you still consider it wasted space, you can convert it into more closet space.
• The Gym: Having a fitness area nearby is an amenity that is especially
important, particularly in winter when you don’t feel like walking to the gym a few blocks down. One thing to consider is the Do you really want of the gym in relation to have to trek down size to the size of the building in flights of stairs? light of common area fees. • Move-In Ready: I’d advise against buying time-consuming and
frustrating fixer-uppers no matter how much you want to add custom kitchens, finishes, fixtures, and other characteristics. Choose a property that already has all of these amenities taken care of. These properties have already had the same designers you would hire fashion the house at a fraction of the cost you would pay to have them do it after you move in. In this light, it is worthwhile to pay a little extra for the move-in ready home.
• Reputation: Pay attention to the reputation of the building. A
property that has a good reputation tends to retain its value. You can easily find this out online on posts, and established locals are likely to have an opinion.
If you want to buy luxury property that is really worth it’s price, then I would suggest adding these points to your list of things your new home must have. If you want to get a high quality home that is a true luxury, you’ll want to watch out for these aspects as well as the location. Some properties might claim to be luxury based on their location, but when compared against this list, they don’t make the cut. So, don’t be fooled by imposters, and make sure you find a true high-end property. 6
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TREVOR LESLIE “I knew my passions belonged in real estate,” Trevor Leslie recalls of his decision to leave his position as a butcher and enter the real estate industry in 1982. “I saw that if you worked hard, you could earn a good income, but I also knew I enjoyed working with people. Real estate gave me the opportunity to do both—to help others while also helping myself.” Trevor had no formal training when he began his career, a quality Forge Real Estate, the company he joined, desired, preferring to train their own staff. They offered to put him through an immersive real estate course under the direction of one of America’s top sales trainers, Tom Hopkins. Trevor started his education with the basics—how to list and sell a property. Now the Managing Director and Licensee in charge of One Agency’s Baulkham Hills office in Sydney, Trevor primarily conducts his business across the suburb, as well as North Rocks, Northmead, and Winston Hills. An Accredited Auctioneer, Trevor also holds auctions for his team and the surrounding One Agency offices. “We have a good team here. I must be doing something right,” Trevor jokes, “because once they join they don’t leave.” While his voice is playful, there’s much truth in this. The majority of Trevor’s staff has been with him for over a decade. He speaks of them with pride, listing off the unique ways they offer clients an experience a cut above the rest. For one, his team is extremely multicultural and multilingual, having come to Sydney, in some cases, from places such as China and Egypt and speaking a variety of languages including Mandarin, Arabic, and French. “We’re very passionate about what we do. We always have been and always will be,” Trevor says. “While we love the satisfaction of winning, we do that by listening to what our clients are actually asking for and then creating a strategy meant to achieve that goal.” Over half of Trevor’s business is based on repeat and referred clients, and he contributes that success to his team’s strong principles. “When clients tell us about agents they’ve interviewed, they mention a lack of transparency,” Trevor says. “When they talk to us, they have the opposite experience. We’re straightforward and genuine.” Trevor keeps clients up to date with the business and local real estate trends through the team’s Facebook page or by sending Top Agent Magazine
out newsletters, both by email and in print, depending on his clients’ preference. “But believe it or not,” Trevor says, smiling, “people still drop in for a cup of tea and a chat.” Each of Trevor’s listings are captured with professional photography, videos, and floor plans and proactively promoted online. The properties are also advertised in local papers and Property Showcase Magazine. On Saturdays, open houses are held twice daily, once in the morning and once in the afternoon. “We’ve found this to be extremely successful,” Trevor says. “In the event you’ve seen a property in the morning and want to bring someone back to view it, you can do so the very same day.” During the week, open houses are held after hours, accommodating clients’ work schedules. The team’s finance broker also attends these open houses, as well as Trevor’s auctions, and is able to provide on the spot finance checks for anyone interested in a property. For Trevor, real estate has become much more than a career, allowing him to use his passion and expertise to give back to his community. For 12 years, Trevor worked with the NSW Department of Land & Housing, dealing with extremely complex cases involving divorce, domestic violence, and even refugee crises at times. Since 2003, he has worked with his local Chamber of Commerce, making connections with business people who, later, often become clients and friends. Outside of work, Trevor and his wife are passionate about Jaguar cars. In fact, Trevor serves as the Vice President of the Jaguar Drivers Club of Australia.
To learn more about Trevor Leslie, email baulkhamhills@oneagency.com.au, visit oneagencybaulkhamhills.com.au, or call 02 9686 7999 www.
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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. 8
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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, it’s a good idea to take the time to role-play with your advocate to demonstrate how to approach and talk to their referral. A brief role-playing exercise will build your advocate’s confidence and keep them from over-educating their referrals. During your roleplay session, be sure to prepare 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.
Asking for referrals prior to closing the sale is a big mistake and may even jeopardize the sale itself.
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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. 10
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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. Top Agent Magazine
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DAVID MACMILLAN David Macmillan initially got into real estate through his brother, Andrew Macmillan who is an established auctioneer and Director of Jellis Craig but he quickly developed a real passion for the industry and has made a name for himself as one of the most respected agents working in the Melbourne marketplace. “I got started about 17 years ago and moved between real estate sales and telecommunications for a while, but five years ago I made real estate my full time career and I couldn’t be happier with that decision.” David is currently with Jellis Craig, one of the most trusted brands in the industry. A year ago, David partnered with Chris Gillon, and they are already proving to be one of the most in-demand teams working in the area. The duo specialize in Boroondara & Stonington “I really love the company I work for it’s a group of fantastic, warm people, and it’s just a great environment to work in. Teaming up with Chris has also been incredible. We’re really similar so we work well together, but we also have some differences so we complement each other well. We truly believe that our clients benefit by having two unique personalities who share a similar strong work ethic and in-depth knowledge of the business representing them. You’re basically getting two real estate experts for the price of one and you can’t beat that.” Another key to David’s success has been his personal approach to sales. “I’m extremely empathetic. I really listen
to my clients and try to understand where they are coming from and where they need to be. I genuinely care about them and enjoy talking to them. A lot of times in this business people are transitioning because of extremely emotional reasons such as divorce or death, so I think it helps to have someone they know truly cares about them and isn’t just there for a commission. In this business it’s important that people know you have their best interests at heart.” David maintains those relationships, making sure to keep in touch with his past clients throughout the year on a regular basis, through emails, calls and newsletters that provide useful market information. David is proud to work with Jellis Craig and the work they do with the Jellis Craig Foundation, an organization that helps people faced with difficulties both locally and internationally. David is an enthusiastic outdoorsman, and loves skiing, wakeboarding and spending weekends down at Blairgowrie and Sorrento beach. David believes strongly in taking time off to reboot, and loves to travel. David would like to continue expanding the team, and really take his business to the next level. He couldn’t be happier with where he’s at, and looks forward to many more years of growth and success. “I truly enjoy what I do. I love meeting clients and building relationships with them. I’m big on holding their hand throughout the entire process. They really put their trust in me and when I can get them the result they want, that’s a great feeling. It’s why I ended up being friends with them long after the active transaction. My goal is to always do right by my clients. That’s the most important thing.”
If you would like to just chat about real estate or know more about what David can do to enhance the sale of your property call 0411 111 108 or email davidmacmillan@jelliscraig.com.au Top Agent Magazine
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5 Tips to Get New Clients If you’ve been in the industry for a while, you’ve probably built up a healthy percentage of repeat and referral business. Although it can be tempting to just maintain those relationships rather than generating new business, there’s something to be said for staying on top of 14
your game by never resting on your laurels. Actively pursuing new clients is not only a way to generate more business, but depending on how you do it, it could even lead to a profitable new niche. Here are just a few ways to build up your new client base. Top Agent Magazine
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Become a referral partner with industry peers
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Cold Call Expired and FSBO Listings
Everyone from mortgage lenders, to financial planners, to insurance agents, can be potentially lucrative referral partners for a Realtor®. You may already have great relationships with some that just need to be more formalized. But, you don’t just want to partner with anyone, make sure these are people you also feel completely comfortable referring your clients to - people who share your values and work ethic.
Another avenue to consider is divorce attorneys – yes, you heard that correctly. Helping people go through this difficult period actually requires a very specific skill set. You need to be able to handle the legal aspects, as well as the emotional ones. There are numerous training courses you can take if you decide to take this route, which could end up being a lucrative and much-needed specialty.
This is a route a lot of agents take when they are just starting out, that usually leads to great success. You probably haven’t cold called since you started out, and this is a great skill to build up again. It will not only sharpen your sales skills, but could generate a lot more business. People with For Sale By Owners (FSBOs) and expired listings, are usually very motivated to sell. This is a great chance for you to really hone in on why they need to hire you. Do you offer innovative marketing plans? Access to a large sphere of influence? Expired listing clients are looking for ways to sell a property that seems impossible to move. With FSBOs, you need to show them how you can get them more money in their pocket, even
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with paying you a commission. Pursuing both will really engage your mind to think outside of the box, which will not only get you more business, but make you better at what you do. 15
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Partner up with a Relocation Company
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Become a Builder’s Realtor® of choice
This is another niche market that you can really capitalize on if you want to pursue a new specialty. But, it is a specialty, so getting educated on the process will help you generate the business you want. It’s a complicated area of real estate, you’ll often
times be helping to facilitate dual transactions, as you try and secure a property at the same time you are helping your relocation client sell their previous home. This specialty is becoming an in-demand skill in areas that have major corporate headquarters.
This can be a real score for any Realtor®. The competition might be fierce to land a client like this, but there are numerous ways to make yourself stand out from the rest. Gain certifications and become knowledgeable about the construction process. Be wellversed on what trendy materials, features, and finishes will add value to a property. Get the builder on board with you by offering to take just a segment of the subdivision then wow them with your marketing skills. Take on properties they haven’t been able to sell. You can even offer to throw an open
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Create a Website that Offers Real Value to Potential Clients
Perhaps the most useful way of getting contact information for people looking to sell is by adding a home valuation feature to your website. When people are first considering selling their home, finding out how much 16
house for them. This is another way to show them the level of service they can expect from you. These clients might be harder to land, but the payoff will be enormous.
it is worth is one of the first questions they want answered. By becoming a resource to potential clients (and current clients!), you just might be the first person that comes to mind when they’re actually looking to sell. Top Agent Magazine
GARY PEER & PHILLIP KINGSTON Gary Peer and Phillip Kingston get the opportunity to work with their best and oldest friend every single day of the week. The two co-founded Gary Peer & Associates Pty Ltd after initially meeting when they were 12 at summer camp. They remained friends and developed a working relationship when they both had positions together at markets and as waiters learning the valuable skills of sales and customer service. While Peer fell into the business, Kingston joined the real estate industry after urging by Peer. Working for other companies for a few years, the two decided to take the leap and start their own brokerage at the tender age of 23 and has grown to four offices and 105 people in the 30 years they have been in business.
ing whether they have an interest in real estate or not,” says Peer. “We want them to come and have a good time.” These auctions get homes sold along with the stellar marketing that their team does. Using the latest in technology to promote their listings, Gary Peer & Associates is a pioneer in this realm and really pushes the boundaries of what is possible to get a home sold. It has even been named as the Best Large Residential Agent in Victoria, twice in the last four years – an honor that is coveted by the real estate industry in Australia.
While the duo has an amazing trust level with each other, they couldn’t be more different and are often referred to as the “odd couple.” Despite their differences, they see eye-to-eye on the philosophy of their company and have developed a reputation as a business with loyal employees. Rarely does an employee ever leave with most of their agents having 10 to 20 years of service with the company. “I like to see my team go places, develop, grow, and live good lives,” Peer says. It is this stability and consistency that helps attract clients to the company and has helped develop its 70 percent repeat and referral business. “A proven track record will have people come back, but continued excellence and results will make sure they were happy that they did,” says Kingston.
Getting involved in the community is near and dear to Peer and Kingston as there isn’t a local charity that they don’t support. They give financially as well as through their time and resources to help sporting clubs, schools, and charities in the area. This has given them a great prominence in the community and allowed them to get to know the people of Melbourne in a new way. “We often get involved in way more than just writing out a check so we can engage with people in addition to just financially supporting the cause,” says Kingston. In their free time, both Peer and Kingston enjoy traveling but that is where their similarities stop. Peer is more of an adventurer preferring to head to casino, horse race, or golf course for some fun. Kingston is more flamboyant and heavily into fitness, liking cafes, architecture, and going to the art gallery. Both also take great pleasure in spending time with their family and kids, watching them grow and evolve.
Both Peer and Kingston are active agents with their own listings primarily in the South East and Bayside areas of Melbourne, Australia, they serve. They hold many auctions to get these homes sold that have transformed into the ultimate experience that people all throughout the area look forward to attending. They even have a Gary Peer & Associates coffee van with a barista to serve coffee drinks and hand out lollipops and water to all who attend these auctions. “We like to think of it as an event that people can actually enjoy attend-
As Peer and Kingston continue on with their business they certainly want to build upon the success that they have already established. They want to open more offices and add more people while also encouraging the team that they already have established. While they don’t have a formal plan in place, they know that growth is in their future and can see doubling their business in the next five years. “Whatever we’re doing today, we’re looking at how we can do it better tomorrow,” says Peer.
For more information about Gary Peer, visit GaryPeer.com.au, call 0414 532 778, or email GaryP@GaryPeer.com.au www.
For more information about Phillip Kingston, call 0414 353 547, or email PhillipK@GaryPeer.com.au Top Agent Magazine
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ADRIAN PETRUCELLI Adrian Petrucelli got started in the business that he was born to do at a very young age. “During high school, I worked for a real estate company during the holidays and I just loved it. When I turned 17, they offered me a job and I jumped at the chance. I started as a sales cadet and a receptionist, and just really learned the ropes from the bottom up, which was an invaluable experience. I finally became a sales consultant and after a few years, I became a sales manager, eventually opening my own office in 2012, when I was just 23. Ten years later, and I couldn’t be happier with my decision.”
Adrian couldn’t be more thrilled with how far he’s come, and would like to continue to see his office grow. He’s looking to add twenty more staff in the next year, and with his vision of how this business should be done and his strong work ethic, there’s no doubt he’ll achieve that and more. “Real estate is not about property, it’s about people. Transactions can be very emotional, these are transitions in people’s lives, sometimes for good things like moving up, but sometimes more difficult situations, like divorce or death. You really need to be empathetic I think to succeed. I genuinely like people and helping them through the challenges they face. Helping them achieve their real estate goals, as stress free as possible, is what I enjoy the most.”
He now leads a staff of 13 from sales consultants to property manager, as well as support staff, at the Melbourne Greg Hocking office. Although Adrian serves a large area, he is a Melbourne CBD and Inner West specialist. By offering his clients an unsurpassed level of service, an in-depth knowledge of the business and a passion for what he does, Adrian is not only a top-producing agent, but one of the area’s most highly respected agents as well. Adrian believes his experience and his fierce negotiations skills have both been key to his remarkable success. “Looking out for clients and their needs is always my top goal. Part of that is making sure they get the best deal possible. I’m always going to do everything I can to make sure that they get top dollar, and I think that’s one of the reasons I have a healthy rate of repeat and referral business. They know they can count on me to fight for them like I would for myself.” Adrian is also a skilled auctioneer, known for his dynamic and engaging style. This level of service has helped Adrian build solid relationships with his clients and he makes a real effort to maintain those connections long after the active transaction. “I’m always on the phone with clients just checking in with them. I genuinely like speaking to people so it makes it easy to stay in touch.” A proud Moonee Valley resident, Adrian believes strongly in giving back to his community. He is actively involved in several lawn bowling clubs and volunteers his skills as an auctioneer at their charity auctions. He’s also a big supporter of the local schools. When he isn’t working he enjoys spending time with his wife and is an avid fan of the Australian Football League. 18
To learn more about ADRIAN PETRUCELLI call 0403 096 839 or email apetrucelli@greghocking.com.au Copyright Top Top Agent Agent Magazine Magazine Copyright Top Agent Magazine
Top 4 Ways to Juice Up Your Open House Strategy by Rob Flitton
I go to open houses, but not just because of my profession or interest in architecture and interior design. I go to open houses to see how effective real estate agents are at selling. It has been rather eyeopening because there is very little selling going on—the average open house strategy needs work.
1.Build a Dynamic Open House Booklet After they leave, open house visitors will discard a one-page for-sale info sheet naming a home’s features. But they will keep, and possibly use, a 6 or 8 page booklet loaded with interesting items that directly solve problems for them.
Perhaps “selling” is considered an outdated skill, or that it feels socially awkward for agents to be regarded as a salesperson. But if you’re a real estate agent, you are a salesperson. At most of the open houses I go, I see money floating out the door every time a visitor leaves because of the agent’s inability or refusal to sell.
It will require some strategic thought to nail the content and design, but perhaps include: (i) descriptives about the benefits of buying the property you’re showing, and not just data, (ii) compelling reasons why they should consider working with you along with a web link to search for listings on your website, (iii) a web link telling them how to get a prompt, written estimate on the value of their home, or to find out what other homes in their neighborhood sold for, (iv) possible discounts on real estate related services—maybe a reduction in fees from your preferred lender, or a reduced home inspection price, (v) possible discounts on non real estate related items.
An open house is a lucrative opportunity to find buyer or seller clients –selling the listing itself may also be the goal, but an agent should not pass up this chance. There are 4 distinct strategies an agent can immediately employ to juice up their open houses and get awesome leads. Top Agent Magazine
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If you combine this dynamic booklet with properly trained closing language, as touched upon below, it is something the average person will either keep and use or pass along to someone they know. A well designed booklet can bring you a lot of business.
data—and they are void of interesting or problem-solving information.
2.Work The Neighborhood A few days prior to your open house, find the names and addresses (from tax records—or elsewhere) of, say, 20 homes in each direction from the Pre-internet, both open houses for open house. resale listings, and model homes for new construction, relied on strategic For the cost of postage and some collateral materials (handouts). Vis- sweat-equity, mail a postcard to these itors were ostensibly looking at sev- 80 homeowners inviting them to the eral competitors at the same time, so open house and offering something collateral materials had to have the unique and compelling—perhaps a power to bring them back to your drawing or giveaway for those willing site—a great call to action, eye- to provide their opinion on the asking catching color, identification of the price of the home (and the entry card, of course, will net you their email benefits of buying your product. address and phone number). People Yet at open houses today, I primarily are generally nosy and like to be see bland information sheets dis- validated, so asking for their opinion cussing features—the listing price, on something happening in their own the square footage, and the standard neighborhood is very appealing. 20
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And, it is best to mail them again right after the open house to talk about what happened. “From our Saturday open house, we discovered 3 qualified and eager buyers that are now looking for a home in this neighborhood—if you would like to know what your home is worth for these buyers to consider, please give me a call.”
dynamic booklet and say: “Please enjoy our open house, and am hoping you’ll do me a favor. This booklet is loaded with great information about, and if you become interested at some point in buying or selling, would you please call and give me the opportunity to earn your business? Or if you happen to know someone now who is looking now, would you kindly pass this booklet onto them?”
Also, adding on door-knocking or If they reply with a “don’t know” type flyer-hanging to your mailings boosts of answer this usually means they are your neighborhood equity even more. indeed looking but are just not ready yet to reveal this to you, so you will 3.Close and Qualify need to work to make a connection. Engage every single visitor in closing Good consultative sales connections dialogue, because every single visitor are made when you can make them feel you’re not pushy and are able to is there for a reason. directly resolve their problem. While smiling, with shoulders erect, and maintaining suitable distance, A “yes” type of response is great, but look them in the eye and offer your you should take the qualifying step of handshake while stating your full asking them if they’re working with another agent. If they are, the dyname and company—and then ask: namic booklet comes in handy again: “Are you out looking to buy a home “If for any reason your agent is today?” unavailable to show you homes, I can be reached at the phone number in There are 4 categories of answers, this booklet. Plus, it contains fantastic and any answer they provide is an resources for searching online and a opportunity to get to the marrow of discount on financing.” what they need. There are “nos”, “don’t knows,” “yeses,” and “other.” If you can’t get a sandwich, get a bite. If they are definitive about looking, If they reply with a “no” variety of and don’t have an agent, then they are answer, then you can hand them your available for you to work with and Top Agent Magazine
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here again you need the right type of closing and qualifying dialogue. The goal here is to evoke from them their home-buying goals so that you can match and narrow down to a single opportunity. It’s a mistake to present multiple listings to a buyer at once. Ask broad questions and then narrowing questions followed up by “if-then” questions. Example: “What types of functions do you want in your new home, or activities near your neighborhood?” Followed by something like, “is the number or size of bedrooms important to you?” Followed by, “so if I can show you the kind of home we just described, are you ready to go see it and possibly make an offer?”
4.Have Interactive Tech Tools Onsite It is the worst feeling to engage someone as a potential client at an open house and then have no tools available to solve their problem— don’t assume they aren’t going to want to do business right away. If you’re engaging a potential buyer, you better be able to instantly gratify their desire to see viable homes online so internet access and an easily view-able screen are necessary. They may ask you to go see other homes in-person, so you need to have a coagent available to either show them those homes, or spell you off as host while you do. You may be asked to write up an offer for them so you will need the tools and ability to create and e-sign documents.
Naturally, any objections or “nos” you receive in this process are just fan- When a potential listing client is in tastic opportunities to learn about their front of you, you need to be able to needs and earn a connected trust. show them recent comparable sales and may even be asked to list their The “other” thing they might tell you home and will need the tools and is that they’re not a buyer at all, but a ability to create and e-sign documents potential seller. Potential sellers often for taking that listing. go to open houses to find out how their home stacks up, but are you It happens sometimes—but it never aware what the number one reason happens if you’re not ready. they attend open houses is? Potential sellers go to open houses to Rob Flitton is a Seattle Real Estate Mardirectly or indirectly interview you, a keting specialist helping independent agents to increase their income. Email Rob potential listing agent. And they hire robflitton@gmail.com at any time or call/ confident, prepared professionals. text him at 206-612-2314. 22
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KATE SMITH Kate Smith’s transition to the world of real estate was a natural one. After a stint playing professional basketball, Kate decided to take up the family mantle and join the real estate business her mother had founded thirty-five years prior. Starting out in an administrative capacity, Kate learned the ropes of the business first-hand. By the time she was twenty-two, she had become a licensed agent and was selling property professionally. Now, ten years later, Kate is both a flourishing agent and a relatively new mother, as well—a world of promise and possibility ahead of her. Focusing primarily on the Semaphore coastal region, Kate and the team at Raine&Horne guide their clients toward the area’s character-filled and affordable seaside communities. With an impressive 49% rate of returning and referral clients, Kate goes the extra mile to guarantee that those she works with are not only pleased with their service throughout the transaction, but long after it’s closed, as well. Kate and her team are sure to check in with clients after they’ve moved in to their property, eager to confirm that all expectations have been exceeded. As for keeping in touch with clients past and potential, Kate and the team at Raine&Horne manage a sizable database, staying in touch with clients through mailers, anniversary cards, weekly and monthly e-mail newsletters, personal phone calls, and invitations to regular community events hosted by Kate’s office. A consummate, twenty-first century professional, Kate directs her marketing efforts both in person and online. From utilizing professional photography for daytime and dusk shoots of the idyllic coastal homes Kate’s office specializes in, to making use of digital listing portals and property videos, Kate ensures that
her listing have maximum, modern exposure. Likewise, with an office so deeply rooted in the local community, Kate is able to make use of her office’s extensive database, sending out SMS alerts and checking in with VIP registered buyers to communicate regarding attractive and upcoming listings. In addition to her comprehensive marketing efforts, Kate’s professional ethos is founded on clear communication and quality service for her clients, recognizing the personal element inherent to every transaction. “So much of this business is about working hard and doing right by people,” she recounts. “The goal is always to help my clients as much as possible.” What’s more, Kate and her office make it a point to extend their spirit of service to their local community through various civic and charitable engagements. Whether sponsoring a booth at the Semaphore Street Fair, organizing a free Easter event for over one-hundred local children, or maintaining their sponsorship relations with a range of local sporting clubs, Kate and the team at Raine&Horne never lose sight of what it means to be an honorable and professional fixture within the community. As for her coveted free hours, Kate spends as much time as possible with her newest family addition, her eleven-week -old daughter. Looking ahead, Kate has plans to continue to build her business and expand her support team, all while maintaining the exemplary standards her clients are loyal to. At the end of the day, it’s the challenge and ability to contribute to her larger community that keeps Kate coming back. “What I love about real estate is that it’s an industry where if you work hard and you look after people, you’ll reap the rewards,” she reflects. “Every day is a challenge to better yourself. You’re constantly learning and improving all the time.” With nearly 150 sales closed in the last year alone and a spirit invigorated by her daily service to others, the future ahead looks to be assuredly busy and bright for Kate Smith.
To learn more about Kate Smith, visit rh.com.au/semaphore or call 08 8449 4944 www.
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