forward with Excellence @ the basics
year as we start afresh, having set new resolutions at New
Year, we prepare a new business plan and set out to this
year make a real difference. We look forward:
As salespeople to a steady flow of listings, having a listing
presentation that really creates a real listing advantage,
advertising budgets that increase our profile and buyers
who understand that the property you are showing represents
great value and consequently a steady and increasing income.
This is the year you really are going to iron out those
peaks and troughs in income.
As managers we look forward to a recruitment programme that
attracts a whole lot of top performers, to a sales team
that can list and sell without constant management intervention,
to a team that all follow the office rules and a market
that reduces our marketing costs, reduces holding time on
listings an those salespeople you have kept too long will
suddenly come right.
essence we are hoping that this year something will come
along that is a strategic advantage that only we have and
this new tool will set us apart from all the competition.
This year when you complete your business plan take a look
to see what you are going to do different or better than
last year, that will make a real difference to your career
or business. Search through all the tactics and strategies
available to you and see which ones will really make the
difference you are looking for. Im going to suggest
that you already know enough that you are already
aware of what it is, that will make the big difference.
1. Lets start with managing you.
As you return to work you need to resolve that you will
not be captured or influenced by any of the mediocrity and
negativity demonstrated by some of your colleagues. Despite
you best intentions there will be other people who unconsciously
pollute your workplace with bad habits, negativity and mediocre
skills. Take control of yourself dont let them
win. Tell them to go away.
There is no bigger waste of time than hanging out with the
As a manager resolve that the poor performers, who have
more time to spend in your office will not influence your
marketing plans or internal policy. Put the acid on them
to perform or get out of the way.
Start your days early, set up your daily plan and stick
to it. If the hopeless ones gang up on you so what?
If you are lucky they might all leave at the same time.
2. Assess what you need to be excellent at.
Before returning to the office and running the risk of getting
caught up in the rituals and routines that support the average,
work out what you need to be excellent at.
Thats it be excellent at a few basics and stop
waiting for a silver bullet.
Now is the time to accept that there are no silver bullets
other than you. No-one is going to sell you a special strategic
advantage that is totally unique to you. You are it!
Take a moment and look at your core functions and resolve
to be superb at them. Then watch the business flow.
3. The Excellent Manager
A great manager is the creator of a special workplace
a positive and fun environment where success is celebrated,
where inspiration is a daily does and where a group of competing
commission based sales people create a marketing team that
cuts through the opposition because of an insistence on
minimum standards of performance and behaviour.
So what do you need to be superb at?
Recruiting an on-going and thorough recruitment programme
that talks to many and engages the best.
Induction making sure your new recruits really do
know what to do and how to do it. Making sure new recruits
have early listing success.
Training providing a continual skills enhancement
programme by learning how to train, then applying it across
your team, and measuring the results. This includes getting
out in the field and doing live demonstrations.
Coaching knowing how to coach and mentor your people.
How to inspire people to new heights, how to administer
both reprimands and compliments, how to address non-compliance
and breached of protocol.
Providing a Positive Environment. Understanding that any
negatives in the office give non-performing people a lot
of excuses for their lack of performance. That means you
can have no visible favourites, you tackle disputes quickly
and fairly, dont leave issues to fester, and you make
sure all your team have all the tools they need to be successful.
Invest time in the top half of your team
Resolve this year to grow your business with your top and
better people, and the quality recruits you will induct.
Make the poorer performers responsible for more of their
own actions and prove to you that they deserve further investment
Provide great Administration support.
Provide information, training and systems for Risk Management.
Provide technology and support that is fast nothing
is more de-motivating than waiting a week for a mail merge
to a database.
4 The Excellent Salesperson
Choose your Philosophy
Make sure you understand that the customer comes first
that yours is a business to be based on referrals from doing
a great job that your reputation as a fair, honest
and ethical sales person is never tainted. Stand by your
name and be strong in walking away when the deal feels wrong.
Plan and Focus self-explanatory really but all the
planning and training is a waste of time, if you cant
turn up for work again and again, fully energised and focused.
So take control and responsibility for you take a
sole agency on your attitude and energy. Get the envious
and mediocre out of the way
(hope its not the manager).
Prospect not very innovative, but the key ingredient
in your future. Learn how, watch the experts, find out and
implement. A simple solution could be to just talk to 20
people a day and see if that works. People still list their
homes with people and people buy homes through people. Not
very confusing or difficult really.
Have a great Listing Presentation and stop looking for tricks
and variations on a theme. I am a great believer that thee
are three ways to sell a house:
Exclusive Listing with or without a price
People who continually try variations on these probably
lack the competence to do any of these superbly. So learn
how to do these 3 strategies superbly
Make sure you have a powerful and modern Pre-Listing Pack
and a superb Listing Presentation or Marketing Submission
and learn them off be simply awesome at these and
you will prosper.
Learn the Power of Profile Marketing and how it benefits
your vendors. Sell this concept to them and reward their
investment with a great marketing and negotiating performance.
Write superb Advertisements and collect additional
Know how to Demonstrate a Home run great open days
Learn how to handle objections especially to price
Goodness me why talk to a buyer if you arent
great at these two?
Be a great Closer and Negotiator
This includes how to protect your fee. Truly professional
and competent people do not negotiate their fee thats
the first sign that they dont view their own professionalism
as high as they want their clients to.
there are a lot more ingredients to being successful in
real estate but when you become simply excellent at the
basics above, you will become the Special Agent
all the local vendors want to market their home. And having
become superb at these basics you will be more than ready
Then your real estate career will truly prosper.