The Four Different Seller Personality Types (And How to Handle Each of Them)

Every listing you take provides a new challenge, not the least of which is to deliver a memorable client experience for the seller.  The way to do this is to tailor your style to fit one of the four personality types that sellers fall into.  Here they are:

1.  The Promoter.

The Promoter seller is “wowed” by your listing presentation and marketing materials.  They are easily impressed by anything visual, photographic, or colorful.  I call it the “Bright and Shiny Object Syndrome.”

That’s the positive side.  The negative aspect of the Promoter personality type is that they expect you will sell their house yesterday.  They believe that everybody will line up immediately to throw absurd amounts of money at it.  They also believe that all the terms of the agreement will be to their benefit.

There’s nothing wrong with thinking positive, but Promoters take it to an extreme that often doesn’t match reality.  They believe everything will go their way all the time.  Be prepared to wake them up to the real world every once in a while.

Promoters are also always on the move.  When you need them, you have to find them by making calls and sending emails while waiting for a response.

When there isn’t an instant sale, the Promoter gets very discouraged.  You tell them they need to do a price reduction and they have a conniption fit.

Their thought process is: “How could you ever even ask us to do that?  Our home is the most perfect home in the history of homebuilding.” Be prepared for this.

With a Promoter, it is also critical that you manage the listing carefully.  Which means that you must communicate on a regular basis.  The communication should definitely be voice-to-voice.  Stay away from emails.

2.  The Controller.

The Controller is the exact opposite of the Promoter.  The Controller doesn’t care about your bright and shiny objects.  They don’t care that your marketing is eye-catching or innovative.

Controllers have one thought in mind when considering working with you: “How is this marketing going to sell my home?” They want to know how your marketing has worked in the past.  They want to know how your marketing is going to get them more money.  The Controller cares about results.

Controllers are also realistic.  They don’t expect that their home will sell in a day.  They understand that the home will sell in a reasonable amount of time for a reasonable price with a reasonable agreement.

While they are reasonable, controllers are very task-focused.  This means that you cannot talk around a Controller.  They want facts and figures.  They want to see that you’re working for them.  They’re very disciplined and organized, and they expect you to be too.  When you take a Controllers listing, you’d better be organized as well.

In terms of communication style, Controllers are direct, to the point, and on topic.  No chit-chats about the weather with a Controller.  Get to the point quickly.  Whatever you say, you need to back it up in writing.

3.  The Analytical.

The Analytical personality type is the one at the listing presentation who knows more than you do because they’ve done their own research.  They know every sale in the area going back five years.  They can quote square footage of similar properties and up-to-the-minute interest rates.

Analytical types are great when it comes to providing you with information about their own home.  When you ask them about improvements they’ve made over the years, they hand you an Excel spreadsheet detailing every nail they hammered in on their backyard deck.

Analyticals love charts, graphs, and lists.  They thrive on facts, figures, and numbers.  When communicating with them, have lots of your own documentation with you.  If you don’t, you will lose these people to the agent who does.

Analyticals will look at your marketing, but will ask you for paperwork to prove how this marketing has helped previous clients in the past.  Make sure you can back up your own history when making your listing presentation with them.

Of all the seller personality types, the Analytical is the one who is most likely to get their home sold the fastest.  This is because they’ve done so much research that they’re the most realistic when it comes to pricing.

While Promoters and Controllers price their home as high as possible at first, the Analytical prices their home at market – and sometimes even under market.  If anything, the Analytical lacks confidence in the way they price.

Email communication is best for an Analytical seller because you can load it with facts, figures, charts, graphs, and numbers.  Having an online web interface that is their private “client viewing area” is even better.  They can log on anytime and see what you’re up to – by the numbers.

4.  The Supporter.

The Supporter seller is the nice one.  You sit down with them and you feel like you’re having dinner rather than making a listing presentation.  They’re gracious.  They’re respectful.  They ask your advice.  They take your opinion.  They’re lovely to do business with.

Supporter types love everything.  They love your marketing, your research, and your presentation.  They so appreciate the work and effort you put into everything.

The challenge with the Supporter is that they have a very hard time making a decision.  They usually want to ask someone else.  They want to confer with friends or family before lifting a finger.

When it comes to pricing, the Supporter will always ask you what you think and many times will take your opinion.  But often, they will take the opinion of someone else closer to them.  They feel compelled to do what this friend or family member says to do.

Like the Promoter, the Supporter is usually on the go so you have to find them to help them to make decisions.  The best way to find them is to call, not email.  They need to hear your voice – with its inflection and friendly tone – more than any email communication could ever provide.

If you ever have an important decision that needs to be made by a Supporter, it needs to be done in person.  They just make better decisions when they can see you face-to-face.

So, there you have it.  Every personality is different.  Everything you do – from your listing presentation to your communication style – needs to be tailored to fit one of these four personality types.

Now that I’ve identified them for you, you will probably begin to notice these characteristics.  You will be working with a client and you will say to yourself, A-ha!  This is an Analytical like Denise told me.

Then, you know that you will need to tailor everything you do to fit the Analytical personality.  The next week, you’ll meet a Promoter and you’ll have a similar A-ha! moment.

The great part about personality types is that once you’ve mastered them, you’ve mastered them.  You know how to handle anybody.

By Denise Lones CSP, M.I.R.M., CDEI

The 8 Biggest Communication Mistakes Agents Make With Clients

One of my favorite things to do in my real estate training is to work with agents one-on-one to help them see how they communicate with their clients.  I will even videotape them.   I critique their performance and together, we identify flaws in their communication style and we make a plan for improvement.

None of us get trained enough in the art of communication.  Very few people have ever had anyone critique their communication style.

In a role play setting, I watch how agents display body language and voice tone.  I watch how they talk to their clients.  I note the speed at which they talk.  I watch how they mirror body movements.

Here are the eight most common mistakes agents make in their communication with clients:

Mistake #1: Speed.

This is by far one of the biggest mistakes we make when we communicate.  We are either too fast or too slow in our speech.

You have to really pay attention to the way your clients are reacting to you as you talk.  Only by doing so can you learn the correct speed of the conversation.

Most of the time, agents are too fast.  I am constantly telling agents to slow down.  I don’t have to tell them to speed up quite as often, but this is also important.

Mistake #2: Voice inflection.

Many agents are monotone.  The important points that need to be expressed are completely missed when you speak in a non-varied voice tone.

There’s a big difference between saying, “I understand that” and “I understand that”.  Your voice inflection means so much, especially when you highlight important points.

Mistake #3: Body positioning.

If you’re communicating with someone about important information, then you need to look your clients firm in the eye and clearly say what needs to be said.  There are times during this delivery that you lean forward a bit to show the seriousness of what you’re saying.  Then, after the delivery, you want to lean back to allow “space” for them to digest what you just told them.

Communication is a dance.  There’s leading and following.  There’s tempo and rhythm.  Your clients’ body language will become animated at times.  It’s important for you to note this.  It tells you that your client is either excited or agitated.  Use what you learn by observation.  Complement what they’re saying with their body language by countering theirs with your own.

Note: When a client becomes rigid and firm in their body language, it’s usually an indicator that they don’t like what you’re saying.

Mistake #4: Avoiding important topics.

Agents often avoid talking about the important stuff—price reductions, low offers, and other money-related issues.  They beat around these topics as opposed to dealing with them directly.

Talking around points does nothing other than give the other side more time to object or think of ways to not do what you’re suggesting.  You need to start off with, “This is something we need to talk about.  It’s very important and I want to address it.”

Then, handle the important information succinctly and clearly.  People will respect you for being direct and straightforward with them.

Mistake #5: Not listening.

Many agents have a really hard time listening to the clues that the client is giving out.

For example, the client might say, “You know, we’re just not really interested in spending more than X dollars on a house.”

Are they saying that they can’t spend more or that they just don’t want to?  What does that mean?  The problem is that agents don’t dig deeper.

Dig!

Find out exactly what they mean.  When somebody says something vague, stop.  Bring attention to what they just said.  Find out exactly what they mean.

You could ask, “What if we found the perfect house and it’s $5,000 more than your budget?  Does that mean that we shouldn’t even talk about it?”

When you uncover the true parameters of your working relationship with your client, you are much better armed to help them.

Mistake #6: Not asking enough questions.

When you don’t ask enough questions, you let the other side dominate the conversation.  You are in charge of the interaction.  You’re the expert.  You’re the leader.  You should be directing the conversation.  You keep the flow going.

But be careful.  Don’t make the twin mistake of:

Mistake #7: Asking too many questions.

While you do want to lead, you don’t want to make the client feel like they’re being interrogated.  That’s too much pressure.  There needs to be balance.  Communication should be a conversation, not an interrogation.

Mistake #8: Saying the same thing over and over.

Many people in all walks of life make this mistake.  I used to know someone who said, “Wonderful!” after every response the client gave them.  It sounded fake and became annoying after a while.

Watch your words.  Is there something you repeat too often?  You may need to ask friends or colleagues about this one.  Be genuinely interested in what they have to say to you.  Don’t take personal offense.

Great communication is something that is learned.  None of us are born with it.  We pick up both good and bad habits along the way.

Get to know your communication style.  Sit down and analyze it with someone who can give you honest feedback.

Everyone has something in their communication that can be improved—including you.

By Denise Lones CSP, M.I.R.M., CDEI

Phone Etiquette: The Hidden Moneymaker in Your Business

One of my employees recently pointed out one of her pet peeves—people who create a lousy impression over the phone.  It got me to thinking about how important good phone etiquette is to a business.

I also started thinking about how much money agents lose with less than stellar phone communications.  Let’s talk about some of my own pet peeves about doing business over the phone.

1.  A greeting that doesn’t communicate professionalism.

First, a pop quiz.  What’s the best way to answer the phone?

a) “Hi.”

b) “Good morning.”

c)  “Good morning.  This is Denise.  How may I help you?”

While we’re all answering “c”, you would be shocked, stunned, and surprised to hear how some people answer the phone—with none of the above.

How do YOU answer your telephone?  Is your greeting welcoming?  Does it let the caller immediately know they are dealing with a true professional?

For example, in our office, we answer the phone, “Good morning, The Lones Group.  Denise speaking.  How may I help you?”

This allows the caller to know that they’ve reached the right company and the name of a helpful person who works there.

2.  Poorly communicated outgoing calls.

What about when you make outgoing calls?  When you call somebody and they answer the phone, how do you begin your request for what you want?

I am constantly stunned at just how bad people’s outgoing phone etiquette is.  I hear people all the time call our office and say, “Hi, oh, uh, is this The Lones Group?”

This caller is not listening.  We’ve already identified ourselves as The Lones Group in the greeting.  This caller is not focusing on their telephone call.  When you make a call, listen!

Constant fumbling when you’re on a telephone drives me absolutely crazy.  When you make a call, identify yourself!

When I call someone, I say something like, “Hi, this is Denise Lones.  I’m calling for Mary Smith.”

Note I do NOT just call and say, “Hi, is Mary Smith in?” The reason I don’t do this is because 99% of people are going to come right back and ask, “Who’s calling please?” You may as well answer the question before it’s asked and save time.

3.  Not slowing down.

Have you ever asked somebody for a telephone number and they rattle it off so fast that you have to ask them a second time?  Then, they do it again.  You may even have to ask a third time.

Please, please slow down when you’re on the phone.  Not everyone can listen at the speed at which you speak.

4.  Bad phone messages.

This is another huge pet peeve of mine.  I cannot tell you the number of messages I get that say this:

“Hi Denise, it’s John speaking.  Give me a call back.  Bye.”

First of all, always leave a number.  I may be on the road when I get the message and don’t have your telephone number.

Second, be clear as to how important this call is.  When I place a call to someone and it’s not time-sensitive, I will say:

“Hi, this is Denise calling.  John, I’m calling to find out _____.  Don’t worry about calling me back today.  The deadline isn’t until Friday.  My number is 360-527-8904.  Thanks!”

If it is time-sensitive, I will say:

“Hi, this is Denise calling.  John, I’m calling to find out _____.  The deadline is later today, so I’d appreciate a call back as soon as you can.  My number is 360-527-8904.  Thanks!”

5.  Bad greeting messages.

Have you listened to yourself lately?  Pick up the phone right now and dial your voicemail.  What do you hear?

Believe it or not, I hear greeting messages like this all the time:

“Hi, obviously I’m not here.  Leave a message.  Bye.”

Is that professional?  No.  Is that the right image you want to create for your business?  No.

A message should be complete.  You’re running a professional business, so your greeting should reflect that.

It should tell them when you’re going to get back to them.  If you’re off and can’t return their call until you’re back, they need to know that as well.

Your greeting may sound like this:

“You have reached Denise Lones’ phone.  Thanks for your call.  It is Monday afternoon.  I will not be returning calls until Tuesday morning.  Please leave a message and I will get back to you first thing Tuesday.”

That’s a complete message.  It tells you that the message has been recently recorded.  This communicates loud and clear that my business—and your call—is important to me.

Cryptic messages don’t work.

6.  Lack of tone and energy.

There’s nothing worse on the phone than a voice that subtly communicates boredom or annoyance.  On the flipside, I can tell a lot about people from their voicemails—their energy, their confidence, their professionalism.

I’ve literally hired people from the sound of their voicemail.  If you have a blah voicemail, then you’re not going to impress me.  Put some pep and energy in your voice.  Smile when you speak.

About six months ago, I walked into a real estate office and the office manager said to me, “Denise, I’ve always remembered you because of what you say when you call my office.”

What she was referring to is the way I would always say, “Good morning Mary.  This is Denise Lones.” I always said this with pep and energy in my voice, and I ALWAYS use their name before mine.

And finally the NUMBER 1 mistake agents make with the phone.  They DO NOT return phone calls in a timely manner.   I could write a book on this one!!!!!   Return your calls promptly.

That’s how to be remembered.

Starting today, pay closer attention to how you answer the phone, how you leave a message, the tone of your voice, and how you ask for people.  Phone etiquette communicates who you are.

It is the first impression people will get from you.  Make it a good one.

By Denise Lones CSP, M.I.R.M., CDEI

The Four Different Buyer Personality Types (And How to Handle Each of Them)

If you’ve been in the real estate business for any period of time, you’ve probably noticed that everybody is different.  You “click” with some clients while others just can’t seem to communicate with you.

The problem here is not with them.  The problem is all yours.  Most buyers can be put in to one of four categories based on their behavior.  As a real estate agent, it’s your job to know what type of person you are dealing with.  You must tailor your own style to fit theirs.

You may recognize some of these people in my breakdown of the four personality types of buyers:

1.  The Promoter buyer.

This is the one you probably really like.  He or she comes bouncing into your Open House all excited, happy, jovial, and communicative.  This person makes all kinds of favorable comments about the house, saying how much they love it and it’s “exactly what they’ve been looking for”.

This person appears to be always just on the verge of buying at any minute.  The enthusiasm is contagious and you really become convinced that this buyer is a godsend.

However, the reality is that Promoter buyers do not buy in a minute.  They zip around looking at many homes, displaying this enthusiastic attitude at each and every one they visit.  Your property is NOT special to them—even though they make you feel like it is.

These are the people also most likely not to be financially ready to buy.  When the reality of the transaction hits them, they quickly realize they don’t have all their ducks in a row.  They’re not pre-approved.  Their deposit isn’t ready.  They have no payment.

Now, does all this mean that this person is not a great prospect?  No, not at all.  Promoter buyers are great prospects.  They WILL buy.  It’s just about getting them centered long enough in one place to get their ducks in a row.

2.  The Analytical buyer.

The Analytical buyer is the opposite of the Promoter buyer.  This person comes into your Open House quietly.  You may not even notice them at first.

They don’t say very much.  They don’t ask a lot of questions.  They do their own looking.  They do their own research.

In other words, this person is very serious.  When an Analytical buyer is at your Open House or on the telephone with you, that means that they’ve already done a ton of research beforehand.

You, in turn, need to match the seriousness of this type of buyer.  Do not dismiss them due to the fact that it seems like they’re not interested.  Most Analytical buyers get overlooked because they’re not as exciting or outgoing as other types of buyers.

An Analytical buyer needs a lot of information from you.  Pay attention to what they’re asking you.  Give them tons of content about the home, the area, the market, and how it all applies to them personally.

3.  The Controller buyer.

This is the person who comes in all gung-ho and ready to buy.  They want to move quickly.  They ask very specific questions.  They don’t bother with small talk.  They’re “on a mission”.

Like the Analytical buyer, the Controller buyer has also done their research.  They’re just much faster-paced and more direct.  That’s how you tell them apart.

When a Controller buyer asks you a question like, “What is the size of this lot?”, just answer the question quickly and efficiently.  Don’t dance around the answer.

Nothing drives a Controller buyer off their rocker more than a non-direct answer.  They want hard facts—and they want them FAST with no fuss.  Give them exactly what they want.

4.  The Supporter buyer.

The Supporter buyer is the “nice” buyer.  This person is friendly, supportive, patient, kind, sweet, and wonderful to have around.

When you’re dealing with a Supporter buyer, you really have to give them your full and undivided attention.  This person truly values the power of the relationship you build together as client and agent.  Tailor everything toward building the relationship with this person and they will buy from you because of all the good feelings you create together.

The lesson to be learned here is that no matter which type of buyer you’re dealing with, you have to approach each one in a slightly different way.  You must adapt your communication style to each buyer’s personality type.

The way you present information takes on a slightly different tone for each of these types of buyers.  A good real estate agent knows each personality type and becomes exactly what each one needs.

By Denise Lones CSP, M.I.R.M., CDEI

Lead Generation: Essential to Your Business

No matter how hard you try to avoid it, it’s impossible.  Inevitably, you wake up one day and you’re out of business.  Nothing in your pipeline.  No income.  No hope.

Why?  How did this happen?  What did you do wrong?  I know it’s a scary thought, but many agents wake up to this realization one morning and begin to panic.

If only they had beefed up one area of their businesses, they wouldn’t be having this problem at all.  They could have avoided the panic and stress of being in this position.

What is that one neglected area?

Lead generation.

The reality of being a real estate agent is that lead generation is so incredibly important to your business.  Yes, THAT important—meaning that without it, you don’t even have a business.

Don’t let the above scenario happen to you.  If it’s beginning to sound familiar, then it’s time to master the art of lead generation.

When you’re a great lead generator, the pipeline is ALWAYS full—no matter the state of the market.  You are a busy agent regardless of what’s happening in the world.

Many agents, however, fool themselves into believing that they can run their businesses 100% on referrals.  While this is a wonderful long-range plan, the reality is more challenging.

Sometimes, even if you have a healthy database, nothing is happening.  You look at your huge list and say to yourself, “What’s going on?  Nobody wants to move right now.  And their friends and family don’t want to move right now!”

It happens.  There are times when your list is just happy where they are.

So what do you do when their timing just doesn’t match up with your timing?  You certainly have to do something. That something is lead generation.

Lead generation is one of the top two neglected areas in a real estate agent’s business.  (The other is follow-up with current clients.)  It is a core component, a foundation, a strong base.

The key to doing any kind of lead generation on a consistent basis is understanding who you are, what you are capable of, and what you are best suited for.  Lead generation should match your personality.

For example, let’s say you love people.  You love starting conversations with strangers.  You love asking questions.  If this describes you, then your lead generation should be done in person.

What if you’re more of a problem solver?  Maybe you do a lot better when clients come to you with challenging issues.  Then, you’re the type of person who needs lead generation done by mail or advertisement.  That way you spark the interest in your expertise by reaching out through print and other media.

What if you’re the competitive type?  You love the thrill of the hunt.  You’re a go-getter.  That kind of personality does very well on telephone campaigns.  If this describes you, then you know the excitement of making a bunch of calls to find out how many people you can convert to want to work with you.

What if you’re the research type?  You love statistics.  You thrive on numbers.  You can’t wait to get your hands on reams of data.  For this person, lead generation should be done with a great research plan followed by a great targeted niche marketing campaign.

Whatever your lead generation style, you simply cannot get away from doing lead generation in today’s competitive real estate environment.  Not only is the environment competitive, but it’s different.  Today’s consumer wants an EXPERT in real estate—someone who truly knows what they’re doing.

The beauty of lead generation is that you can target these people.  You can tailor campaigns for exactly the kind of client you want.  That’s what makes lead generation so effective.

If you’re not doing lead generation, then you need to start today.  Get out there.

By Denise Lones CSP, M.I.R.M., CDEI

5 Tools to Implement in the New Year

Here we are.  It’s 2010.  The holidays are over.  Time for a fresh start.

Had a bad 2009?  Put it behind you.  It’s over and done with.  Time for a new you.  It’s time to figure out what you need to move your business up to the next level.

The first step is to make sure you have the right tools.  A carpenter wouldn’t go to work without his bag of tools.  Neither should you.

If you don’t have them in place, here are five tools you need.  If you don’t have all of them, then you need to make getting them top priority in 2010:

1.  Get contact.

Yes, it’s time to renew your efforts for staying in touch with your clients.  I don’t care how far you’ve lagged behind, send something NOW.

Now is the time to reinstate contact with your database—especially this year with the extension of the First-Time Home Buyers’ Tax Credit.

Stumped for what to send?  Let your clients know what you think the upcoming year in real estate is going to look like.  People love predictions.  Show them that you have a finger on the pulse of the industry.  Demonstrate your expertise by including charts, graphs, and numbers that impress.

Or you could send an Annual Client Review.  This is another great way to get contact started for the New Year.  (Don’t know how to put one together?  Click here.)

2.  Get organized.

Now is the time to take a moment and look at your surroundings.  What do you see?  Are there piles of papers stacked all around you?

Look at your desk.  Look at your office.  Look at your home.  Look at your car.  Look at your closet.

If any or all of these are a mess, get them organized.  If your desk is a mess, then you’re not going to be able to quickly pull out the forms you need.  If your car is a mess, then you can’t allow clients to get in it.  If your closet is a mess, then you won’t know what to wear to impress.

Organization isn’t something that should be taken care of “eventually”.  Organization is a task that needs to be done on a daily basis.  If you’re not organized, start to fix this problem right NOW.

3.  Get marketing.

Marketing is the engine of your business.  It is the one tool that moves you forward.  Without it, you don’t have a business.

If you’ve been putting off getting a Marketing Makeover, now is the time.  If you’ve been putting off developing a brand, now is the time.

Now is the time to get people attracted to you and your business.  No more putting anything off.  Get into action and get the marketing tools you need that are going to propel your business to new heights.

4.  Get prospecting.

Now is the time to prospect.  Not in the spring.  Certainly not in the summer.  The time is NOW.

Now is the time to hold Open Houses.  Yes, I know it’s January.  You’ll be the only one doing Open Houses.  This is good.  You will get the clients that all the other agents are missing.

Now is the time to contact some expired listings.  Yes, you can find a lot of business from expired listings.  Many agents I know use this tactic to make serious sales.

Now is the time to target renters.  With the First-Time Home Buyers’ Tax Credit, renters have an amazing opportunity to finally get into home ownership.  Be the conduit that helps them get there.

Now is the time to put together your year-plan for working your geographical farm.  When you know what you’re going to do ahead of time, it all becomes a matter of filling in the blanks.

5.  Get educated.

Now is the time to plan your educational calendar for 2010.

Is there a new designation you want to earn this year?  Is there a class that you’ve been itching to take?  Could your technology skills still use some improvement?

Make 2010 the year that you finally fulfill all your educational goals.

This is it.  It’s here.  Let’s make 2010 a fantastic year.  Let’s embrace the opportunities presented to us.  Let’s strive to make this our best year yet!

By Denise Lones CSP, M.I.R.M., CDEI

5 Actions That Will Doom Your Marketing Campaign To Failure

Most agents look at marketing as a single topic—just one task to perform.  Nothing could be further from the truth.

Marketing is a multi-faceted endeavor that is so much more than putting your face on a business card and handing it out.  Marketing is a cohesive plan of action that gets you noticed and remembered long after your service to the client is completed.

Most real estate agents fail to comprehend this simple fact.  They take actions that doom their marketing campaign.  I thought it would be good to make a list of these actions so that you know to avoid them.  Here they are:

1.  An inconsistent message.

This is so important, and yet so many agents fail to implement it.  Instead, they throw around headlines, failing to generate an overall campaign theme.

A good campaign theme has a clear and consistent message.  It tells a story.  Much like a book, each chapter builds on the previous chapters.

By constructing a marketing campaign this way, the client starts to get to know and understand you.  Instead of a mish-mash of messages, they get a sense of exactly what you can do for them.

Take a look at your own materials.  Do you deliver a consistent message?  Do you have a distinct personality that shines through?  Do you stay on track or do you meander?

2.  Inconsistent delivery.

A marketing campaign is made up of many elements, each of which need to be spaced across time.  It takes time to build a reputation.  It takes consistent timing to get your message through to the people who need it.

You can’t just send a great piece once and hope that people will respond.  You need to be sending regular updates to that piece or new pieces that tackle similar topics.

More than anything, these messages need to arrive on a regular basis.  If your clients are not hearing from you at a minimum of once per month, then you will be forgotten.

Without consistent contact, you allow the door to open for another agent to step in and steal your client.  Remember, it’s not hard to woo a client when they’ve been neglected for long enough.  That’s why it’s so important to keep your name and face in front of your clients on a regular basis.

3.  Not using a broad enough reach.

For example, don’t just do print marketing.  Do print marketing with online marketing.  Oh, and don’t stop there.  Add face-to-face marketing.  Add voice-to-voice marketing.  Add more media.

The more things you do, the more your message will get across.  This is the “multi-faceted” part of marketing I mentioned above.  Make sure your message is going out through multiple channels.

4.  Ineffective branding.

Let’s say you have a fantastic marketing message.  You’re even sending it out consistently.  But it looks like you had a grammar school student put it together for you.  This will doom your campaign.

Having a strong message presented with weak branding is like writing a check and leaving off the signature.  It’s worthless.  Your brand is your signature.

Every piece you send out—whether it be an article, a thank you note, a flyer, or a CMA—needs to show the world that you are serious about being a real estate agent.  Second-rate materials just don’t cut it.

For examples of top-notch branding, check out the samples here:

http://www.thelonesgroup.com/marketingmakeovers03.asp

5.  Lacking “The Expert Factor”.

The surest way to doom any marketing campaign to failure is for it to be all “sell sell sell”.   Agents who implement such campaigns don’t understand that people aren’t out looking for you and your sunny smile.

What they truly want is an expert—a pillar of knowledge who can guide them through the complicated real estate process.  It is up to you to be that expert, not just a sales machine.

How do you portray expert status?  With articles, graphs, charts, numbers, and commentary.  You replace cable TV and newspapers as their number one source for real estate news.

Avoid these five actions in your marketing materials and you
will thrive.

Not sure about your materials?  Want an expert to take a look at them and tell you exactly what you need to fix?  Then, consider a business analysis from The Lones Group:

http://www.thelonesgroup.com/businessanalysis.asp

By Denise Lones CSP, M.I.R.M., CDEI

Accountability – Why You Need it and Why it Works

“Denise, what’s the one secret to get my business to the next level?”

This is a question I am asked quite often.  Agents want to know the name of the magic potion of success so that they can whip up a batch of it.

The funny thing is that I DO actually have the recipe for this magic potion.  In fact, it’s incredibly simple.  It’s really just one word:

Accountability.

When I tell agents that this one word really is the magic potion of success, they are often shocked.

“Accountability,” they say.  “Really?”

Yes, really.

Then, I usually get one or more of the following excuses why they don’t like accountability:

• “Denise, I don’t really need accountability.”
• “Denise, I can’t stand having other people knowing what I’m doing.”
• “Denise, I tried that before.  It didn’t work.”
• “Denise, I’m a solo flyer.”

These agents have not yet experienced the power of EFFECTIVE accountability.

So why is accountability so important?  Why does it work so well when applied the right way?

I’ll give you a strong visual example.  Go onto Google right now.  Go to “Images”.  Type in the search box, “Biggest Loser 2009”.  You will be shocked to see the before and after pictures of people who have experienced—and LIVED—though a heavy dose of accountability.

You probably know the television program The Biggest Loser, in which a group of overweight individuals are brought to a ranch for an extended period of time.  They forcibly live, breathe and eat accountability all day long.

They’re accountable for what time they get up in the morning.  They’re accountable for what they eat.  They’re accountable for how they exercise.  They’re accountable for every move they make.

What is the result?

100% success.  Not 80%.  Not 90%.  100% success!  The people who stayed at that ranch—even the ones who didn’t make it to the end—ALL had amazing transformations.

Why?  Was it the exercise?  Was it the diet?  Was it the early morning wake up calls?

All of these things are just tools.  They are useless without the ingredient known as accountability.  It’s the accountability that puts the tools to work at the highest level.

Look at the pages of history.  All great accomplishments—including those by athletes, performers, CEO’s, and business owners—had an element of accountability.  Accountability is the fire that keeps their dreams alive.

There is nothing like having somebody to whom you are accountable.  It has been proven time and time again that all humans perform better when we are accountable to others.  We need others to give us a pep talk when we need it, a shoulder to cry on when we need it, and a push over the hard road when we need it.

The bottom line is that accountability works.  This is extremely clear to me in the work that I do.

My Evolve group is a great example of accountability.  Every January, I run a coaching group of select agents who want to grow their businesses.  I structure the program with accountability as the main ingredient.

Everything the agents in Evolve do is looked at.  Every number is analyzed.  Every presentation is analyzed.  All marketing materials are dissected and redone.  All advertising is inspected and made over.  We make sure follow-up is done when it should be.  We make sure that every package is sent out when it should be.  We make sure that every presentation is the best it can be.

What is the end result?  Agents have successes in multiple areas of their business.

Does the agent change?  No.  But the agent’s consistent actions DO change.  They learn how to get the work done—with time left over to enjoy life.  That’s the difference.

You can’t change a person’s personality.  You can’t change the natural pace at which they work.  But if you can show them—through accountability—the power of getting things done, then you can get them to work at a higher level of performance.

My final secret: Accountability is what I personally use to get everything done in my own life.  Without it, I would not be here talking to you right now.  Accountability is behind every Zebra Report, every live training, and every product I create.

I use accountability well.  I use it often.  I wouldn’t run a business without it.

And neither should you.

If you are REALLY READY to take your business to the next level email me TODAY at denise@thelonesgroup.com and ask me about Evolve.   Our Evolve group has been so successful over the years that this year we are doing 2 groups because our first group SOLD OUT so quickly.  We have only 4 spots left in our second group so you can still get in if you act quickly.  I want to talk to you if you are serious about changing your business.  I look forward to hearing from you.

By Denise Lones CSP, M.I.R.M., CDEI

Your Number One Task for the New Year

As 2009 draws to a close, we are preparing for the “tax credit frenzy” that is to be upon us when the clock strikes midnight on New Year’s Eve.  With the upcoming busy season in mind, I’d like to discuss the one task that will skyrocket your business in 2010.

In a word, consistency.

The true key to success in real estate is consistency in everything you do—in your marketing, your scheduling, your client care, and in your advertising.  If you make this one change in your business, you can’t help but make money.

When you analyze the most successful agents—as I do as part of my job—the one thing they all have in common is a strict adherence to a code of consistency.  I see it all the time in the offices of the most successful agents.

Many aren’t even aware how much consistency has been their guiding force for years.  I ask them, “What are you doing that’s helped you to become so successful?”

They often respond, “I don’t know.  I guess I’ve just been persistent.”

While persistence is a good quality to have, I usually find a pattern of consistency in their business.  When I point it out to them, they say, “Actually, you’re right.  I have been doing those tasks consistently for years.  That must be it.”

It’s not just one thing.  It’s everything in their businesses.  There is never a moment that successful agents don’t know where they’re going or what they’re doing—because they have consistent plans in place for every contingency.

When I work with an agent, I like to focus in on an area in which they have struggled.  A common example of such an area is follow-up.  If I discover that an agent’s follow-up could be improved, I have them put together a plan.  But not just a simple plan—a plan that they can implement on a consistent basis.  This is the only way to bring about guaranteed results.

Months later, I usually hear from the agent, “Denise, you were right.  I had the tools all along but I wasn’t implementing them consistently.  Now I’m seeing results!”

Consistency never fails to amaze me in its power to transform.  It has always paid off for me.  It is my silver bullet.  It is my magic potion.  It is the key for me being able to help real estate agents to realize success—in some cases for the very first time in their careers.

Want a great example of consistency?  I’m sure you’ve seen (or at least heard of) the television series The Biggest Loser.  Over a period of weeks, overweight contestants are put through a consistent program of exercise and diet.  There is no stopping and re-starting.  From Day One, they have a regular regimen to which they must adhere.

It works!  I’m always amazed at how the power of consistency helps these people melt the pounds away.  They make drastic changes in their bodies and their self-esteem.

So, ask yourself, “In what area of my business do I need to be more consistent?”  If you’re not making enough money, it’s because you’re not consistently doing lead generation.  If you don’t have enough past clients, it’s because you’re not consistently following up with them.  If you don’t have success at your Open Houses, it’s because you’re not consistently doing the things that you need to do.

In 2010, get consistent and get successful.

By Denise Lones CSP, M.I.R.M., CDEI

Is the Grass Really Greener on the Other Side?

This year, there is one question agents have asked me more than in any other year:

“Denise, I’m thinking about leaving my brokerage for a different one.  Should I make the move?”

It’s understandable that you may be thinking about moving to a different office.  Granted, this year has been a challenge.

But before you take the big leap, I want you to ask yourself why you’re thinking about moving.  Is it for the right reasons or for the wrong reasons?  Do you really think the grass will be greener on the other side?

Let’s talk about some of the most common reasons you may consider switching brokerages:

1.  You think you’re paying too much.

True, maybe you are.  But, maybe paying less at another brokerage would be a step backwards.

Case in point: One of my clients was recently offered what appeared to be an amazing deal to go to a brokerage down the street.  He was all set to go when I told him to think about it some more.

The brokerage down the street was on a recruiting drive.  They were making the same offer to any agent who walked in the door.  I asked him, “Is that how you want to be treated after all the years you’ve put in?  Just like everyone else?”

This burst his balloon a little bit—which he needed.  He had become all gung-ho based on nothing but paying less.  But paying less isn’t necessarily the solution to all problems.  You have to look deeper into the brokerage and determine if it fits with your own current success level and goals for the future.

Many agents who think about leaving find out after their research that a move would actually cost them money.  In fact agents should think carefully before moving as every move comes with a price.   You have to carefully analyze the pros and cons of moving vs. not moving.  Many agents don’t realize that while some brokerages appear to be able to offer a better deal but in actuality if you are moving to increase business and become more productive you may actually end up paying more in the long run because of that increase in production.   In fact another client of mine recently created a wonderful excel spreadsheet clearly outlining the total fees another brokerage would charge if he were to change offices.  This spreadsheet proved that if he continued to do business the way he was doing business then he would end up paying more.

In fact in his own words he told me, “Denise,  moving to this office is a great deal for someone who is not very productive and isn’t going to make a lot of money.”  So he decided to stay put.

Paying too much is really the last reason to consider switching brokerages.  If everything else in the brokerage is okay and it’s just about the money you’re paying, that’s usually a recipe for disappointment if you switch.

2.  They’re not happy with something their broker did.

You may be surprised at my response to this.  I say, “Good!  I’m glad you’re not happy with everything your broker does.”

What I mean by that is that if a broker spends all of his time running a business based on trying to make everyone in the office happy, then he’s not a very effective broker.

A good broker isn’t afraid of making tough decisions, even if it means ruffling a few feathers.  There are times he must implement things that agents don’t immediately like.

I’ll never forget the day I sat in on a meeting a broker had with his agents.  He announced that he was going to pay for websites and email for everybody.  (This was a few years ago.)

He almost had a revolt on his hands.  “He’s pushing technology down our throats!”, said one agent.  How times have changed!  Today’s agents would love that broker.

Now, there is an exception.  If your broker is doing something unethical or illegal, then yes you do have a valid reason to leave that brokerage.  This is a whole different ballgame and the number one reason in my book to leave.  If you’re working for somebody with low morals, then it only reflects badly on you.

3.  Someone else is enticing you with a better offer.

It’s fun to be wooed, isn’t it?  There’s nothing like the feeling of knowing that somebody out there admires and respects your work enough to make their intentions of hiring you known.

But beware.  Enticement can be a trick.  It may just be part of an ordinary recruitment campaign.  Make sure that if you’re being wooed, you’re being wooed for the special person you are.  This means that whatever they’re promising you should be more than what’s being offered in general.

The key in this situation is to talk to agents who have long experience with that broker.  Find out how they truly feel.  Dig deep and don’t decide based solely on how things look on the surface.

4.  Your production is down so you may feel you could make more money at another brokerage.

Production is a very big reason agents switch brokerages.  But don’t blame your location until you’re sure you’re doing everything you can do to make more money.

Don’t make the mistake of blaming the brokerage first.  Instead, look yourself in the eye and ask if there’s more you could be doing.  (Hint: There usually is.)

Don’t forget that when you leave your brokerage, it actually costs you money.  Why?  Because not all of your clients are going to happily make that move with you.

Many people stay loyal to a brand, even more than a person.  It’s not necessarily fair, since you’re the person who has done all the work for them, but it’s nonetheless true.  Be aware of this fact.

5.  You’re not happy with the people in your office.

This is irrelevant to you and your business.  So what if you don’t like them?  Simply polish up your communications skills and learn how to deal with conflict a little better.

I treat every person I meet with respect and dignity, but that doesn’t mean I love every one of them.  If I had switched brokerages every time somebody rubbed me the wrong way, I would have worked for many different brokerages.  It’s just plain silly to let people get to you like that.

In real estate, it’s critical to put yourself at a higher level.  You’re the professional.  Leaving an office over a situation like that is nothing but biting the hand that feeds you.

Now, what if you have a combination of all five of the above?  Then, I’d say yes, in that case you may want to consider an enticing offer.  But before you accept anything—don’t look to the other brokerage.

Before you actually decide to switch brokers, look to you instead.  What is it that you are responsible for that is keeping you from getting to the next level of your business?  Before you blame others or your current broker, look inward to see if there’s something you can fix right where you are.  And remember:  The grass is not always greener on the other side BUT the grass is ALWAYS greenest where you water it!!!!!

By Denise Lones CSP, M.I.R.M., CDEI