Agents That Stage Sell Themselves Short
A Realtor, who knows how important it is to prepare his or her listings, always goes above and beyond the competition to make a sale. Sometimes, it’s cleaning the dust bunnies off the furniture, putting away clutter before an open house or fixing a clogged drain. These tasks are added to the many others Realtors do to help get the house sold. Recently I was introduced to a Realtor as the Owner/Lead Designer of Stylish Stagers, Inc., she immediately said she stages her own listings. I thought to myself amazing she almost gets it!
The infamous life coach, Tony Robbins, recently said, “style is important than substance initially. If you have lots of substance and no style, no one will hear you.” In our profession, we see this quote play out in life over and over again. The substance is the seller’s home and if it’s not appealing or stylish enough to attract buyers online to take action, no one will hear the seller’s offer. So, while a Realtor can go through the motions of home staging it takes an expert to style the space to leave a lasting impression.
Now, I’m not bashing Realtors who stage their own listings because they’re smart enough to understand the importance staging offers, but if you’re not making a living at staging, then you can’t give it 100-percent effort for maximum results. Staging is a full-time profession. As a Realtor you don’t write loans, conduct appraisals, inspect homes, so why waste your valuable time staging a home, when you could be obtaining another listing or showing an existing listing? What would be your client’s perception of you if you serve multiple roles when selling their property? Your client would probably see your effort, however may wonder if you can personally do it all. They may think you’re staging someone else’s property when you should be showing theirs? As we already know wondering clients can turn into unhappy clients, therefore, agents shouldn’t serve in multiple roles rather build a team.
Selling in Winter? Make It a Reality
The lawn is brown, trees bare, dirty snow blankets the walkway, the house colder with limited sunlight. The dark days of winter are upon us, the harsh weather conditions can make selling a home more stressful, but sellers don’t need to hibernate until the spring.
It’s not just about curb appeal though, sellers need to create a warm, cozy and homey environment, after all it is winter the time when most families hibernate inside their home. When showing, sellers should adjust heat so buyers are comfortable. If there is a fireplace turn it on to create a cozy ambiance. A fireplace screams come cuddle up next to it, however it also provides much needed light.
Take advantage of the natural light you have by having showings during the daylight hours. Winter months brings gray-gloomy days, so make the most of the light you have. Have sellers wash the windows, since the strong southern light reveals dirt and grim. Clean blinds and curtains then open them all the way. Also, clean lamps and replace bulbs to maximum wattage. Turn on all the lights, even light candles to create a relaxing feel. Candles can provide a familiar winter scent, such as, cinnamon rolls, apple spice, vanilla or chocolate-chip cookies.
Take down the holiday decorations and consider adding cozy accents, like warm throws on furniture, thick comforters on the bed, and natural accessories which includes: twigs, dried wreaths, photos of fun family winter vacations together. Display other activities that residents do in the area during this time of year, for instance skiing, ice skating, or knitting.
10 Simple Steps To Making 2012 a Success
BY ALAN SHAFRAN
In recent years, it has been hard to ignore all of the negative publicity that has been circulating about the national economy, the stock market and current events. The state of the real estate market in particular has received a lot of bad press. With all of the foreclosures and short sales that have been flooding our market, and all of the problems that have been occurring in the lending industry, I thought it would be in all of our best interests to create a quick business plan to help us focus.
Simplify, simplify, simplify — Find a few things that you are good at and become an expert in each one. We are constantly being bombarded by massive amounts of data, new marketing strategies, advancements in technology and new techniques for serving our clients. To succeed in today’s market, it’s critical that we simplify and streamline our process. Don’t try to be an expert with every new idea or technology; you will only end up being mediocre at everything. Instead, become a specialist, target the markets you know, create strong efficacy and the results will come.
1) Identify the strengths and weaknesses of your current marketing plan. What is working for you? What isn’t? What new strategies are a good match for your individual talents and skills? The important thing is not to over extend yourself. If you want to try something new, for example the mailing of postcards to reach a new farm, make sure you have enough resources to cover the cost of the project for a period of at least six months. If you don’t have the budget, don’t start the project. Implementing a new marketing strategy without giving it enough time to succeed will only dilute the effectiveness of your other marketing programs, because it will sap you of your time, effort and energy. If you don’t have a budget for a new plan, have a look at what you are currently doing and brainstorm about how to refine the process.
2) Improve your sales skills. This starts with writing down a list of the top areas where you feel you need improvement for 2012. The key is to approach yourself with the most critical eye possible. Re-assess your list in light of our current economic climate and the condition of your local real estate market. Make it a goal to become more educated, so that you can speak knowledgeably and project confidence. Find an associate who is willing to put forth the effort and time it takes to improve, practice what you want to say and perform some role playing exercises. If you practice and work hard enough, you will receive the benefit of new business relationships as a result.
3) Understand your branding and the demographics you need to reach. The economic downturn has changed the status for many of our markets. Several years ago, I was selling multiple homes valued over $6 million, but that segment of the market has slowed to a standstill. To be successful, it’s important to constantly evaluate what types of homes people are looking for in your area and what they are willing to pay. After you figure out what type of clients you want to target, take the time to adjust your marketing strategy according to their preferences.
4) Update your pictures, résumés, websites and marketing materials. Chances are, if your pictures and business cards make you look like you are 25 years younger than you actually are, then it’s time for an update. Shocking the customer is typically not a good idea. One of the advantages to the recent slowdown in the economy is that it has given us the downtime that we need to work on this type of thing. Also, it’s always a good idea to periodically revise your résumé to ensure that it speaks to today’s consumer dealing with the modern financial environment.
5) Set a goal for how many buyer sides and seller sides you want to close next year. Remember to include your personal percentage of deals that typically fall through and add that to your top number.
6) For the benefit of our industry, if not for yourself, please make a decision to utilize buyer brokerage agreements next year. Using a buyer brokerage agreement will not only give you and your business a more professional appearance, it will help you eliminate a great deal of time and frustration. Choose not to be used and abused and feel great about it!! The importance of adopting buyer broker agreements was the subject of one of my earlier articles for RISMedia, The Evolution of Buyer-Agent Relationships [2].
7) Decide which new technologies and hardware are worth implementing in 2012. Will you update your websites? Will you create an online listing presentation or a customized website for your seller? As I mentioned before, it’s a good idea to find a few things that you are good at and then apply the time and effort it will take to become an expert in those few things. Trying to become an expert at everything will only lead to mediocrity.
Implement a stronger time management strategy for 2012. Create a weekly schedule and stick to it. Schedule the points above, including your training, continuing education, new marketing efforts, appointment times and vacations. If you create a schedule that shows success, then you should achieve your goals based on the amount of time, effort and discipline you are willing to apply to keeping to your schedule.
9) Consider hiring a real estate coach next year. I have benefited from the guidance and advice of coaches for most of my career. There are many terrific companies that can help you accomplish everything that you set out to do. I am a big fan of Tom Ferry’s coaching systems, but I recommend you talk to at least two or three different mentors and coaches to see which one is the best fit for your business.
10) Know that the R.E.G. (Real Estate Guru or REG for short) is watching. To us, the REG is an imaginary, all-knowing embodiment of that top-producing Realtor who always makes the best possible use of his time. We all know that there are times in our day when we are forced to do certain activities that don’t produce a direct result. Somehow the results just come—from straight luck, coincidence or just good timing. We call that REG. REG knows that when we do what we are supposed to do, we get rewarded. REG also knows that when you don’t do what you should be doing….things are going to be tough. So have blind faith, believe in yourself, improve yourself, and go have an amazing 2012!!
Alan Shafran is the No. 1 REALTOR® in San Diego for Prudential California Realty, President of ShowingSuite.com and author of Blueprint for 100 Deals Per Year in Real Estate. For more information, please visit www.AlanShafran.com [3].
Home Staging:More Than Cleaning and Decluttering
A Brooklyn Realtor calls up to schedule a home staging consultation with our company. We go to the condo review the space and put together a staging proposal, only to discover that the Realtor who referred us had a falling out with the client. The homeowner tells us staging the condo wasn’t his top priority now, until finding new representation. I referred him to a Realtor we use in his area, they hit it off immediately and the staging day was scheduled. In less than 72 hours after staging the space, the home was sold! Prior to staging the home sat on the market for nearly six months with little buyer interest.
Home stagers can create a win-win situation for you and your client. In this scenario the Realtor we referred sold a home, the homeowner got to move on, and as a home stager, we got to transform an amazing home; the best part we all made money in just days! By adding a home stager to your real estate team, these situations won’t be uncommon. A good stager is a partner in your success, we can help you close at listing presentations, get more listings, help your clients stand out and brand your business and listings.
While no home staging company is created equal, they do all possess one skill their employees are multi-taskers, so it seems fitting that these companies offer an array of services tailored to the homeowner’s needs. Home staging is more than just cleaning and decluttering, it’s about lifestyle merchandising and viewing the home as a product. That’s why professional home staging companies offer services, like, consultations, staging days, blended services, project management, clutter management, inventory rental, Realtor/vendor referral programs and much more.
Let’s go over these service options home staging companies typically offer (Note: the name of the services and description of the services vary depending on the staging company):
Staging Consultations. A home stager will usually visit the home, take measurements and photos. Can advise your clients on what needs to be done to stage their property. This can be done in verbal or written format, clients then do the work. The consultation takes about an hour and can cost anywhere from $75-$300, which in many cases will be applied to further staging services. This is an invaluable service, if your client doesn’t have a lot of money to spend, but could benefit from some expert advice.
Staging Day. Stagers evaluate the home as mentioned above, give a bid on how much it will cost for the home staging company to complete the work. Set the date and stage it. Home stagers will tackle the rooms and projects discussed in the proposed plan. Some of tasks may include, rearranging furniture, hanging artwork, light painting, cleaning and decluttering, displaying vignettes, etc. Basically, anything the room needs to showcase the space, keeping in mind the client’s budget.
Blended Staging Services. This service is for homeowners with a limited budget and like the DIY approach. The homeowner and stagers work together. It would be important for the stager to do the major rooms though.
Project Management. Many times multiple projects are needed to get a home ready for a sale, a stager can offer project management services. They handle the entire project and manage painters, carpet installs, cleaners, handyman, etc. This frees up your time, as a Realtor, to focus on marketing and selling the listing. It can also take the burden off the homeowner, so they can focus on daily responsibilities and not become overwhelmed with the selling process.
Clutter Management. Maybe you can’t see your client’s hardwood floors, or their closets are stuffed to the max. If your client has clutter stagers have techniques to help them get rid of it. Clutter management, similar to professional organization can help your clients straighten out, provide storage solutions, can help pack items away, many stagers even have relationships with junk removal, storage, estate sale companies and also have the ability to arrange pick-ups with organizations, like Goodwill. They can give client’s the tools needed to keep the home clutter-free while on the market too.
Inventory Rental. Many home staging companies own their own accessories and in many cases own furniture, that they will then rent to their clients. This inventory gives the clients an option to rent vs. buy items to enhance the look of the home. These items range from bedding to artwork to large pieces of furniture. Inventory rental services are especially used when a home is vacant.
Realtor/Vendor Referral Programs. This service helps build relationships between the staging company and Realtors, as well as other pertinent vendors. In the scenario mentioned above stagers can be a great referral source for Realtors and can even offer discounts for Realtors who consistently provide business.
Building Your BusinessBASE
By Cindy MacKenzie from Prospects Plus
Where does YOUR success lie? According to the TOP 92% of Professionals in this industry, 66% of THEIR business comes from four sources:
1.Family
2.Friends
3.Close Acquaintances
4.Referrals from the first three
I believe that the most effective thing any business professional can do to build their business both in long term and short term, is to become more “visible, become more “likable” and friend creative ways to get more people to “remember” you. People do business with people they know, like and remember.
This is not a mailing list. Your Business Base is a collection of people that you personally know. Build your list to at least 250 people and every month you will do a SEND which can be an email or a mail out. Then you are going to alternate one month CALLING and then the next month SEE.
This is one of the systems that the top 4% of the agents who do 74% of all the transactions are doing. If you work your Business Base properly, it will generate 75% of all your transactions. To me this is working smarter, not harder.
If you work this system, one out of every 12 people will do a transaction with you or send you a referral that leads to a transaction.
If you would like a copy of the Business Base emailed to you, please let me know.
I am Cindy MacKenzie from Prospects Plus! I have been teaching Real Estate Agents Lead Generating ideas for the past 12 years and I was an Agent for 10 years myself. I have incredible programs from Automated Just Listed Just Sold Postcards, Getting Listings Sold that increases the odds of selling your own listing by 3 TIMES and Tori will be giving you 50% off your first order. Last but not least is a software program called Prospects Plus! which has over 750 different marketing pieces for you ready to go and even GUARANTEES you 6 EXTRA TRANSACTIONS a year.
For any information on these systems or programs, you can contact me at:
c.mackenzie@prospectsplus.com or 248-760-4308