MINNESOTA EDITION
6 Habits of HIGHLY PRODUCTIVE AGENTS
CONNECT BEYOND REAL ESTATE to Attract Future Clients
COVER STORY
CARI ANN CARTER & STEPHANIE CHANDLER
THE C | C GROUP
MINNESOTA EDITION
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CARI ANN CARTER & STEPHANIE CHANDLER
CONTENTS 4) 6 HABITS OF HIGHLY PRODUCTIVE AGENTS 13) CONNECT BEYOND REAL ESTATE TO ATTRACT FUTURE CLIENTS
17) TOP 4 WAYS TO JUICE UP YOUR OPEN HOUSE STRATEGY 21) YOUR SECRET PRESENTATION WEAPON
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6 Habits of Highly Productive Agents In a business that can be constant chaos, you’re constantly on the go and dealing with things as they hit you. It can be difficult to take a second and regroup. But there is a better and smarter way to work. If you take the time to create some better habits, in the end, you may end up being more productive. If you want to make better use of your time, as well as have more focus, here’s some habits that you’re going to want to pick up - all common to top-producing agents.
1. Learn how to prioritize Although it might be your instinct to get some of the boring work out of the way first, things 4
that actually generate income (or are time-sensitive!) should be the first thing you focus on when you start your day. Lists are your friend! Make a list of things you want to accomplish for the day, the week, and even the month. Always list them in the order of priority. If things get cut off when you run out of time at the end of the day, at least it’ll be the things that are not as important or time sensitive. As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list, you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as Top Agent Magazine
well. Treat your time with the same respect you would a colleague’s or client’s and don’t ever waste it. As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as well. Treat your time with the same respect you would a colleague’s or client’s, and don’t ever waste it.
to accomplish it? Write it out and then incorporate that into your prioritized ‘to do’ list. You’ll be amazed at how driven you become to reach that goal when you actually write it out with clarity. And, the sense of accomplishment you get upon completing it will carry over to the next day. It’s important to remember to be specific. Once you get into the habit of meeting your goals, exceeding them won’t be far behind.
2. Remove distractions
when you need to focus This is especially hard when you’re a Realtor®. Most are constantly connected to their phones. But, unnecessary distractions can get you off schedule and make you lose your focus instantly. If you can, turn your phone off for the half hour it takes to do a task. Interruptions make everything take twice as long, especially when you take that text and then decide to check Facebook for a second. We all do it! Complete your task, then take ten minutes to respond to all texts and messages before you start up the next thing on your list. You can even schedule those ‘text backs’ into your schedule. A concentrated effort is always more effective than going back and forth between things.
3. Set daily goals This is so key. What do you want to accomplish for the day and what do you need to do Top Agent Magazine
4. Don’t make excuses There’s that old saying, “The buck stops here”. Well, take it to heart. This is your business and you are responsible for doing everything you can to make it successful. Sure, there are reasons for why you didn’t get a listing or why your business is slow, but what are you doing to change things and make them better? Successful Realtors® work harder and come up with innova5
tive ways to stand out when times are tough. They don’t look for excuses, they look for solutions.
5. Be deliberate
about everything you do When you’re making your list, it helps to have a goal in mind for even the smallest task. If you’re calling past clients to touch base, have a specific reason why you’re calling. Are you letting them know some market news? Thanking them for a referral? When you’re meeting a referral partner for lunch, have a goal in mind for what the outcome of that meeting will be as well. Yes it’s good to socialize and build relationships, but if you have a reason, make sure it isn’t put off until the final moments, when things are wrapping up. Always having a purpose in mind will also help you prioritize your list better.
6. Always look for ways to
get out of your comfort zone Yes, you are prioritizing what is most important or urgent to your business, but it’s also important to make an effort to break out 6
of your routine as much as you’re comfortable doing. Trying out new things or taking some time to learn about new and innovative real estate techniques and technology, can have an energizing effect on your business. Not only might they lead to things that make you more productive, but it keeps you sharp and engaged. And, ultimately keeping yourself at the top of your game is what it’s all about. Top Agent Magazine
CARI ANN CARTER & STEPHANIE CHANDLER Top Agent Magazine
THE C | C GROUP
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Combining over sixty years of experience, the C|C Group’s Cari Ann Carter and Stephanie Chandler of Edina Realty have joined forces to better serve their clients throughout the Edina and Minneapolis area. With the C | C Group, Cari Ann Carter and Stephanie Chandler of Edina Realty have joined forces to better serve their clients throughout the Edina and Minneapolis area. Combining over sixty years of experience, their expert team works tirelessly to ensure clients feel empowered throughout the real estate process and transition smoothly into their new home. Together the C | C Group has closed over 8Copyright Top Agent Magazine
1,000 transactions and surpassed $300 million in sales. Though these numbers are a testament to their success, these tenacious women didn’t get there on their own, crediting the mentorship of seasoned REALTORS® met early on in their careers for helping them forge their own paths in the industry. Stephanie, for instance, is a third-genTop Agent Magazine
eration REALTOR® whose grandmother, Lori Bush, started out in the commercial sector, walking through construction sites in three-inch stiletto heels. Her mother, Nancy Chapman, followed in her grandmother’s footsteps, and soon after, Stephanie did too, working part-time while raising two young daughters during one of the most tumultuous times in the industry’s recent history. “In 2008 and 2009, when the market hit bottom,” Stephanie says, “my mom called with a lead from a man in New York relocating to Minnesota with his family.” The client was looking for a rental, and he had a $10,000 monthly budget to work with. That kind of rental didn’t exist in the area, but she wasn’t about to give up easily. After researching Top Agent Magazine
extensively and networking with agents whose listings sat idle, she found the perfect fit. The deal changed everything. She began working full-time, specializing in rentals, amazed other agents wouldn’t touch them. When the market recovered, she reaped the rewards, now having a solid base of clients ready to buy. Cari Ann’s construction and renovation expertise give them a competitive edge. “I’m able to provide an extra layer of service compared to other agents with my design and staging experience,” Cari Ann says. “With sellers, that means helping them understand their house as a product—that in order to net the best price, we have to present it in a certain light.” Once Copyright Top Agent Magazine9
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Today Stephanie and Cari Ann specialize in residential and commercial real estate, luxury and new construction, as well as investment property and land development. They tailor the buying process to fit their client’s unique needs, providing the knowledge that allows them to make smart decisions, and spend time with sellers to ensure their homes are market-ready, handling everything from staging to professional photography.
trusted electrician or helping them discover the hidden gems nearby their new homes—the local eateries and hiking trails and mom-andpop shops that make each town uniquely its own—the C | C Group is there to lend a helping hand. It’s no surprise many of their clients have become good friends and other REALTORS® look to them for guidance. “It’s not about cloning yourself. It’s exciting to watch newer agents discover the qualities that make their business successful,” Stephanie says. Both Cari Ann and Stephanie hope to inspire more women to find careers that allow them to obtain financial independence. It’s a mindset they impart on their own daughters.
This shared client-centric approach is, in part, what has allowed Cari Ann and Stephanie to seamlessly merge their two teams. Whether it’s pointing clients in the direction of a
“We also instill in my children the belief that social justice is a vital part of life,” Stephanie says. We encourage them to volunteer at the Catholic schools they each attend. “Much is
a home is ready, Edina Realty’s targeted online marketing ensures the listing is noticed by thousands of buyers and agents, often prior to it even hitting the market.
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given to us in life, but much is expected too. It’s a philosophy we share, and the two of us are committed to supporting their community organizations like Habitat for Humanity, Feed My Starving Children, and Bridging, which helps lowincome families furnish their first homes with donated furniture and household items.”
After 20 years, it’s really just the beginning for Cari Ann and Stephanie. “I’m passionate about this business and care about what’s happening in my clients’ lives,” Cari Ann says. “Whatever the situation is, there’s always a solution, and when you’ve been in the business long enough, you can sense it.”
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To learn more about the C|C Group, visit candcgroupmn.com, email carianncarter@edinarealty.com or stephaniechandler@edinarealty.com, or call 952 -915-7929 www.
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CONNECT BEYOND
REAL ESTATE
to Attract Future Clients What kind of content are you sharing on your blog, website, and social media? Does most of it have something to do with buying or selling a home? While sharing the latest market information or tips on how to qualify for a mortgage, or when someone should buy or sell is important and demonstrates your value as a REALTOR®, it shouldn’t be the only subject you cover. If you only focus on real estate, you’ll be missing the chance to connect with future clients that might not be ready to move just yet. By sharing a lot Top Agent Magazine
of industry-heavy content, you are only going to appeal to those who are currently in the market rather than a broad base of potential clients. To pull in those other future clients you want to provide fresh, interesting content that will appeal to those possible future clients that aren’t quite ready to move yet. However, you also want to still tie this content back into your business goals. So, how do you share content that will speak to a wider audience, but also still be relevant to your business?
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Talk About Your Philanthropic Activities
The philanthropic work you do to support your community says a great deal about who you are as a person. Many people will be attracted to working with you because of the charitable works you are involved with. While you may be hesitant to share these efforts because you feel it may come across as bragging, you also need to remember that sharing information about the charitable organizations you support will actually help those organizations. Many of them have small marketing budgets, so any free exposure you can give them helps to promote their cause. In fact, they want and need you to promote them. And you can promote them without coming across as a braggart. Focus your content entirely on the organization. Talk about why you support them, how they help the community, and how others can also get involved. This turns what could have been bragging into something that benefits everyone. n
Your Local Community
We humans are connected to each other through our community – our local sports teams, parks, churches, schools, and much more. What better way is there to connect with people in your community than to talk about your community? Demonstrate that you are an expert on your community, and bring that community to your followers. Share information about a local event; perhaps even share the actual event through live-stream video. Interview city officials to get the low-down on the latest development project. Share information with your followers about things they didn’t know about their community. Consult with local historians or the historical society to share interesting information about your community that your followers will want to read. You could even turn it into a series of podcasts or videos. n
Use Your Creativity to Connect
Find creative ways to engage your followers on the topic of real estate. Try engaging your followers in an interactive project such as posting photos of interesting front doors. Doors are the entry point into our homes as well as our private lives. The way we adorn our front door can give someone a sense of our style and personality. Ask followers to submit photos and choose one to post each Friday. Make sure to watermark each photo with your logo at the bottom and include an inspirational quote that ties back to the importance of home. You could also ask your followers to provide a little story or caption to go along with the photo that tells something about them and their home. These kinds of projects are interesting and unique, and clearly connect back to your business. n
Share Your Hobbies
Are you an adrenalin junkie who has bungee jumped from some of the tallest bridges in the world? Are you a foodie that grows your own organic vegetables and fruit? Do you have a 14
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secret passion for photography? Everyone has hobbies that they enjoy outside of work. When you look past the surface people become quite interesting. People also happen to find interesting people interesting, and tend to remember people based on their distinctive traits. We humans love discovering a person’s behind the scenes story, the mind behind the face. While you don’t want to talk too much about yourself, sharing pieces of your personal life and things that interest you can be a great way to connect with followers. By sharing interesting facts about your life, you will find that many followers will feel a strong, personal connection to you based on your hobbies and personal interests. n
Divulge Interesting Experiences
This is somewhat similar to the idea of sharing your hobbies. Sharing some of your more interesting personal experiences such as a fateful conversation with a stranger or an exciting adventure you had while in another country can be a great way to connect with followers as long as it also relates to some kind of life or business lesson. Talk about experiences you’ve had with clients or purchasing your own home. Experiences that relate to your business are great ways to connect with future clients in a manner that goes beyond the world of business. n
What and Who Inspires You
No matter what you’ve chosen to spend your life doing, you didn’t get there alone. You may have had a mentor that made a special impact on your life or someone already in the business that you looked up to and who perhaps inspired you to get into real estate. You may have found inspiration through a love of architecture or design. People want to know why others do the things they do. Sharing who or what influences you in your personal and business life is a great way to connect with followers. Recognizing that you didn’t get to where you are now by yourself shows humility, and talking about those people that had an influence on you shows others that you stay connected to the world and people around you. Connecting with potential clients is something that is essential to any REALTOR’S® business. If you’re doing the work to create interesting blog posts and make those connections, you want to make sure that you’re sharing the right kind of content to draw in those future clients. It takes a lot more than simply providing the latest market news. To get the most out of what you share, you need to provide a wide array of interesting content
that will draw in a broad range of followers. Providing the right kind of content can make all the difference when it comes to connecting with future clients and building the right kind of relationship with them right from the start. Connecting through your website or social media and sharing more than just real estate advice will help you build confidence and trust with future clients before you even meet them.
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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. 18
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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. 20
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Your Secret Presentation Weapon by Rich Levin
You are at a listing presentation, and Agent: “Do you know the number you know the seller is interviewing one complaint owners, like you, have other agents. Would you like to about their present REALTOR®? distinguish yourself as the best? Here’s how. “The agent doesn’t communicate or loses touch. It’s one of the simplest This is on an age-old and proven things and one of the most sales concept that is taught in high- important. I know some of the best level sales training in every major agents in town who sell a lot of corporation. In real estate, it is a homes and have the best intentions, subtlety that most agents simply but they just don’t follow up like don’t build into their skill set. Those they should, and you fall through who learn and use this skill stand out the cracks. and win against the competition. “I set aside an hour each day just for Have you ever lost a listing and staying in touch with my clients.” could not figure out why? The seller says that they had more confidence “You don’t want to be in the dark, in another agent. This skill is the uncertain and uncomfortable. I reason they will choose you. They want you confident that we are both may not recognize why; they just doing everything we can to get your have more confidence in you. property sold for the most money in the shortest time. “I like to make Sample Seller Script these calls between eleven and Here’s an example. After, I’ll break noon on Thursday mornings. What it down for you so that you can is the best number to reach you at apply it for yourself. that time?” Top Agent Magazine
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Robbins was a twinkle in his AABC: The Breakdown There are four steps to this mother’s eye. Most agents miss the presentation skill. They are subtle mark on this in today’s competitive and easy to learn. You must practice real estate market. To hit a bull’s to be natural with this skill, which I eye, use AABC as your secret weapon. You will begin to notice call AABC. sellers and buyers having more • Step one is the Action you take. In confidence in you, relaxing with the example above, it’s communicating you, and trusting your judgment. regularly. Sample Buyer Script • Step two is the Advantage you “Would you like to have the bring that differentiates you. In the advantage of seeing the newest example above, it is setting aside an properties on the market, every day?” hour each day. A – The Action: “Every day—often • Step three is the Benefit to them. twice a day—I will search for propIn the example above, it is making erties that are new to the market.” them certain, comfortable and A – The Advantage: “In our area confident. there are nearly three thousand real • Step four is the Close, which is estate agents. Every day, some of asking for a decision. In the them are placing new property on example above, it is asking for the the market. Within hours, often less, specific number to be reached on a I make sure that you are aware of any and every property that even specific day and time. remotely matches your desires.” AABC B – The Benefit: “You’ll have the Action: What you do. best opportunity to find the property Advantage: Your distinction. that has the most of what you want Benefit: What’s in it for them? before you are in competition for it, Close: Asking for a decision. and you often get it at the best price. This has been taught by Fortune 500 Each year, many of the homes I sell Companies decades before Anthony are those fresh listings that have 22
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only been viewed by my buyers. It’s fun for me. It’s the best way to give you the competitive edge.” C – Close: “Do you want me to contact you each day as soon as we become aware of any property in which you may be interested? If I call during the workday with an excellent choice—something that looks perfect—would you be able to come fairly quickly to see it?” You will find AABC is your secret weapon. While other agents present their same old way, the buyers and sellers to whom you present see, hear, and feel something different, something more. They will more easily sign exclusive contracts with less commission challenges. They will trust you and make your job with them easier, because they strongly believe in your efforts on their behalf. A Few Subtleties I like to start with a question. Do you know? Have you heard? Would you like? The Action can be very simple. It is your Advantage—the way you do it differently—that makes the distinction. Top Agent Magazine
The Benefit is always more money, the best time frame, and/or more ease and convenience. That is WIIFT: What’s In It for Them. The Close is critical. In addition to confirming their agreement, it makes them an active participant in the process. In my work, I occasionally accompany Agents on listing presentations—Agents who take over a hundred listings a year. Once they begin to apply AABC, they immediately express that they feel, hear, and see the difference in the way their clients responded to them. This is an advanced skill that raises your effectiveness and enhances your relationships and your results. It requires preparation and practice. It is a secret weapon that can shift your work and your career into the next gear.
Rich Levin is one of the most successful Real Estate coaches in the nation by virtue of the measurable results of his clients and creator of the Real Estate Hierarchy of Success, a working model for understanding and planning your business. Copyright©, Rich Levin. All rights reserved. 23
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