Brokerage Book - Champions School of RE

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Brokerage Book - Champions School of RE

  1. 1. Do you knowthe qualityschool youare attending?Champions School of Real Estate’s Awards2009 National PaceSetter Award, RealtyU 2000 National Chairman’s Award, RealtyU2008 National PaceSetter Award, RealtyU 2002 WCR Texas Chapter Champions School of Real Estate2007 National Pinnacle Award, RealtyU A liate of the Year e National Pinnacle Award is givenin recognition of the school that provides Champions School of Real Estate had athe highest performance and lasting Top 10 Finalist in Every Season of thecontribution to real estate education. Real Estate Apprentice Program™2006 National Pinnacle Award, RealtyU 2008 Texas WCR Business Woman of the Year Rita Santamaria2005 National Pinnacle Award, RealtyU 2003 NAR REBAC Realtor® Hall of Fame2004 National PaceSetter Award, RealtyU Rita Santamaria2003 National Chairman’s Award, RealtyU 2007 John Branch RealtyU, Instructor of the Year2002 National PaceSetter Award, RealtyU 2002 and 2004 Sue Ikeler2001 National PaceSetter Award, RealtyU REBAC, RealtyU, Instructor of the Year 063010 BRKGE
  2. 2. BrokerageHow To Grow and Becomea Successful Brokera Successful Managera Successful Agenta Successful Teama Successful Entrepreneura Successful O cea Successful Individuala Successful Leaderin Today’s Diverse WorldWritten ByRita D. SantamariaRita is the Owner and Founder of Champions School of Real Estate®. She has campus locations inAustin, Coppell, Dallas, Houston FM 1960, Houston Galleria, Houston West, San Antonio as wellas an Online Campus. Rita was nationally recognized by Active Rain.com in October 2008 andwas named “Top 25 Most In uential Women in Real Estate.” She was presented the TexasWomen’s Council of Realtors Statewide Business Woman of the Year Award in 2007 and wasinducted into the 2004 NAR® REBAC Realtor® Hall of Fame. Rita is a nationally recognizedspeaker, trainer, and entrepreneur. She has written many books on real estate related topics.All rights reserved. No part of this publication may be produced in any form or by any means withoutthe permission of Champions School of Real Estate™. Copyright© 2009
  3. 3. BrokerageTable of ContentsChapter 1 – Planning and Organization _____________________________________7 e Business Model Plan _______________________________________8 Pro t and Loss Blank Statement and Balance Sheet ________________12 What Does it Take to be Your Own Boss and the Entrepreneur You Have Chosen to Become? ________________14 Success Factors from CEO’s ________________________________17 Personal Performance Management _____________________________18Chapter 2 – Organizing the O ce for Maximum Return ________________________23 Staging the O ce ______________________________________________24 Today’s Agent Needs to Know and the O ce Environment Needs to Demonstrate the Current Trends in Building and Design _____________27 What’s in a Name? _____________________________________________33 Have a Million Dollar Day Everyday _______________________________34 e 7 S’s of Setting Up a Dynamic O ce Environment ________________35 How to Public Speak in a Nutshell _________________________________36 Color Coding Your Core Motivation _______________________________39 Building Rapport with Your Visual, Auditory, Kinesthetic Abilities ________40 All Good Performance Starts with Clear Goals _______________________42 Goal Setting for Life! ___________________________________________43 Time Management – Are You Time E cient? _______________________44 Do You Know How Much Your Time is Worth? ______________________46 e Common Denominator of Success __________________________47 Sharpen Your Saw with Top Producer Secrets ________________________48 Being Your Own Boss Has its Rewards _____________________________50Chapter 3 – Systems and Training ________________________________________51 O ce Systems ______________________________________________52 What’s in a Title? ____________________________________________54 Expansion of a Company Can Be Vertical or Horizontal _____________55 Excellence in Training ________________________________________56 Recruiting and Retaining Agents________________________________60 Desk Costs Explained ________________________________________62 Independent Contractor Status _________________________________64 What You Should Know About Change __________________________65 Developing Partners in the Brokerage O ce ______________________65 “At a Glance” O ce Procedures for Training ______________________66 When You are New to the Real Estate Business ____________________69 How to Choose a Farm Territory _______________________________71 Typical Interviewing Questions You Can Expect from Sellers and Buyers _________________________________72 Simple Strategies for a Successful Good Start when Meeting and Greeting ________________________________73 Tips on Gender Communication – Yes, ere is a Di erence _________74 Are you a Middle or Bottom of the Ladder Sales Performer?__________75 Open-Ended Discussion Points for Manager and Agent Review _______77 Tips for Hiring a Professional Assistant __________________________78 Let’s Strive for Utopia in our Business ___________________________79
  4. 4. Chapter 4 – You Have to Spend Money to Make Money ______________________83 How Do I Acquire More Clients? _______________________________84 Advertising by Choosing Words that Sell _________________________85 Marketing Tips for Major Impact _______________________________88 Current Real Estate Creative Ideas ______________________________90 Technology – Love it or Hate it, But You Must Update it ____________92 Tools to Remargin Your Business _______________________________92Chapter 5 – Liability Quagmires and Record Keeping ________________________95 Totally Outrageous Customer Service ____________________________96 What is Agency? ____________________________________________98 What is Ethics? ____________________________________________100 Identity eft ______________________________________________101 Mortgage Fraud Schemes ____________________________________105 Cultural Diversity in our World Today __________________________108 Being Your Own Boss Has its Rewards __________________________112Homework _________________________________________________________113
  5. 5. Introduction“It is in the moments of decision that your destiny is shaped.” ree decisions that you make every moment of your life control your destiny. ese three deci-sions determine what you will notice, how you will feel, what you will do, and ultimately what youwill contribute and who you become. If you don’t control these three decisions, you simply aren’t incontrol of your life. When you do control them, you begin to sculpt your experience.–Anthony Robbins, Awaken the Giant Within 1. Your decision about what to focus on. 2. Your decision about what things mean to you. 3. Your decision about what to do to create the results you desire.You see, it’s not what’s happening to you now or what has happened in your past that determineswho you become. Rather, it’s your decisions about what to focus on, what things mean to you, andwhat you’re going to do about them that will determine your ultimate destiny.“I know of no more encouraging fact than the unquestionable ability of man to elevate his life by aconscious endeavor.”–Henry David oreauHow to create lasting Change: • Raise your standards • Change your limiting beliefs • Change your strategy – in life, lots of people know what to do, but few people actually do what they know. Knowing is not enough…you must take action.In our e ort to constantly improve our quality and customer oriented services, I am always happy toreceive your suggestions and comments. You may write me at our corporate o ce address: Champions School of Real Estate 5627 FM 1960 West, Suite 100 Houston, TX 77069-4200We love to hear about your successes. Please keep us posted!Sincerely,Rita D. SantamariaOwner and PresidentChampions School of Real Estate Ltd.
  6. 6. Chapter 1 Planning and OrganizationChampions School of Real Estate www.ChampionsSchool.com
  7. 7. Chapter 1: Planning and Organization The Business Model Plan Guide In basic terms a business plan is a set of instructions to guide you down the road to success in your business by making better decisions. e following is an example of what goes into your plan. You need to rst make an assessment of your current situation, a clear de nition of your objectives and then a list of your action steps that you will utilize to achieve your goals. By examining your company’s strengths and weaknesses you can review your vision and focus and then set your objectives accordingly. Real estate agents are not just “salespeople” but are small businesses. All small business people have two areas of consideration for “top of mind thinking” daily: Revenue and Expenses. Speci cally, if you follow the plan below and get a handle on how much revenue you need to cover your expenses and meet your personal income goals you will have vision and ultimately a successful business. e business plan is part of our regular business planning process. It can be revised regularly based on new objectives. Objectives and Goals is summarizes your market opportunity and the solution to a problem that your business o ers. Mission StatementChapter 1 • What does our company stand for?Planning andOrganization Keys to Success • What are they? Company Summary/Company Ownership • Who are we? • Why is it important? Company Locations and Facilities • What are they comprised of ? • Where are they? Products and Services • What do we sell? • We make sure our customers have what they need to buy a property. • We sell information. Management Team • No entrepreneur is an island. e entrepreneur that can attract the right people are the ones that ultimately succeed. • Do we have any gaps? • What additions are needed to the team? • A good management team also attracts good employees. 8 Copyright© 2009 Champions School of Real Estate™
  8. 8. Market • What is the size of our potential market?Industry • Who are our customers? • Is our industry in a growth mode?Market Opportunity • e best business opportunities are based on the most compelling needs of the marketplace. • What are some needs of the marketplace our business can solve?Solution • How does our product bene t the marketplace? • How is our solution unique from others? e Marketing Plan • What unique marketing advantages do we have? • How are we going to continue to attract customers? • What important alliances can we develop?Financial Projections • Revenues and Expenses: the most useful projections are developed around a meaningful unit of measurement. • What is our unit of measurements? • What is our customers worth in lifetime revenue? Chapter 1 • How many customers do we need to break even per year? Planning and OrganizationProjected Pro t and Loss • Projected cash ow • Balance sheetCompetition • Who are they? • Are they formidable?Sales Literature • Does it sell our company/business? • Does it sell our products/services?Service Providers/Vendors • Do we have a good referral base for our needed services? • Where do we nd their contact information?Technology • Are we keeping up with the pace? • Where can we improve? • What about the integration of technologies? 9Copyright© 2009 Champions School of Real Estate™
  9. 9. Pricing Strategy • Are we charging appropriately for our service and products? • How can we track this? • Are we tracking this? • What areas do we need to track? Promotional Strategy • All advertising has to emphasize the selling of the company, not the product. • Why? • How can we do that? • Sell service and ongoing support after selling the company. • How do we do that? Personnel Organization • Do we have systems for hiring and ring? • Why have systems? • What systems do we have in place? e E-Plan is designed to help all users of the business plan, but mainly the entrepreneur to streamline his digestion of his personal executive summary. Years past, an extensive business plan left no rock unturned but today a plan needs to be in a form that can be revisited and revised according to the fast changes in the marketplace.Chapter 1Planning and e main audience for your plan is you. e E-Plan or (Easy Plan) is a way of capturing yourOrganization vision and putting it in a format for execution. e next audience for your plan is your employees, teammates, vendors, and service providers that are part of your team. A good business plan can show them that your business is alive and you have given it your time and thoughtful attention. e SWOT Analysis is another resource for your company plan. Involving your team members in the analysis is another way of receiving a clear vision of how others see your business. Here is how it works. S – Strengths. A strength is something your company is good at doing. is could be good company ethics, unique advertising, strong market place branding, good return on e-commerce, strong product sales records, talented employees, great customer service. W – Weaknesses. is is something the company does poorly compared to the competition. Having no clear strategic direction is one example. Technology tools that are obsolete. More debt than revenue is a weakness for sure. O – Opportunities. Expanding into new revenue streams or geographical areas. Using the internet to increase e-commerce and to take an advantage over the competition to increase market share is another example. T – reats. Certain factors in the external environment can pose threats to competitive edge. Rise in interest rates, increase in the competitors marketing programs, a new program the competition launches, or governmental factors can shift your business position. 10 Copyright© 2009 Champions School of Real Estate™
  10. 10. Revenue is gross earnings before expenses and taxes are taken out or removed. Expenses tend tobe the area that sales people do not track as accurately as necessary. Expenses are identi ed by twotypes, xed and variable. In xed expenses you have your overhead costs that typically don’t changesuch as payroll, rent, dues and license fees, car payments, and such. Variable expenses are thoseexpenses that can change based on the transaction such as advertising expenses, printing, signs, etc.Expenses must be tracked to know where you will end up at the end of the month, and year. Tohave pro t at the end of the year you must have more revenue than expenses. How do you increasethis? More closed transactions. Disposable income is what is left after paying your xed and variableexpenses. Disposable income is what allows you to go Las Vegas and gamble…with disposableincome. You can dispose of this money and it has no impact on your budget or expenses.In real estate sales what are some examples of xed expenses?In real estate sales what are some examples of variable expenses?You are now on your way to planning for the success of your company. Start your business o on theroad to success today. Use this outline as a guide for discussion with your team and team members.It will get everyone thinking about their new role as an entrepreneur. Chapter 1 Planning andYou will be a better manager. You will be a better agent. You will be a better team. OrganizationYou must know who you are and where you are going. 11Copyright© 2009 Champions School of Real Estate™
  11. 11. Profit and Loss Statement Income vs. Expense 11/30/2008 INCOME DESCRIPTION INCOME Wages (take home) - partner 1 $5,100 Sales 0.00 Wages (take home) - partner 2 $4,000 Other Income 0.00 Interest and dividends $100 TOTAL INCOME 0.00 Miscellaneous $50 COST OF GOODS SOLD 0.00 TOTAL INCOME $9,250 GROSS PROFIT 0.00 EXPENSE DESCRIPTION Auto expense $397 EXPENSE Auto insurance $190 Advertising Auto payment $900 Equipment Rental Beauty shop and barber $150 Meals Cable TV $50 Membership Dues Charity $0 Office Expenses Child care $800 Payroll Expenses Clothing $400 Postage & Shipping Expense Credit card payments $250 Rent Dues and subscriptions $30 Taxes Electricity $250 Telephone Expense Entertainment and recreation $200 Travel Expense Gas company $65 Utilities Gifts $50 TOTAL EXPENSE 0.00 Groceries and outside meals $600Chapter 1 Health insurance $200Planning and Home repairs $60Organization NET INCOME 0.00 Household $100 Income tax (additional) $100 Laundry and dry cleaning $50 Summary Balance Sheet Life insurance $100 11/30/2008 Medical and dental $40 Miscellaneous $500 ASSETS Mortgage payment $2,300 Current Assets 0.00 Other debt payments $50 Checking/Savings 0.00 Rent $0 Other Current Assets 0.00 School expenses $50 Total Current Assets 0.00 Telephone bill $100 Tuition $0 Fixed Assets 0.00 Vacations $200 TOTAL ASSETS 0.00 Water/trash pickup $40 Babysitter $100 LIABILITIES & EQUITY Cleaning service $400 Liabilities Taxes (already taken from check) Current Liabilities Other Current Liabilities 0.00 TOTAL EXPENSES $8722 Total Current Liabilities 0.00 TOTAL INCOME $9250 Total Liabilities 0.00 PROFIT FOR THE MONTH $528 Equity 0.00 TOTAL LIABILITIES & EQUITY 0.00 12 Copyright© 2009 Champions School of Real Estate™
  12. 12. Gross Revenue or Commission Dollars (–) Fixed Expenses (–) Variable Expenses Disposable Income Fixed Variable Chapter 1 Planning and Organization Approximate Expenses for New Sales Associate State Application Fee $100 Evaluation Fee $30 State Exam Fee $60 Fingerprinting $44 Typical Company Expenses* Business Cards (per 1000 cards) $100 Signs (each) $60 Technology Fee $50/mo Association of Realtors Membership Fees* Membership Dues $230 Application Fee $100 Lockbox Key Pad $100 Lockbox $50 Misc $200 *These are only approximate expenses 13Copyright© 2009 Champions School of Real Estate™
  13. 13. What Does it Take to Be Your Own Boss and The Entrepreneur You Have Chosen to Become? • You must have e ciency in business planning. • is means from the very rst day you have license in hand you must be systems oriented for success. • You must have a driving desire to achieve. • You must be willing to o er and ful ll outstanding service to your clients. • You must have within yourself a willingness to learn from others. • You must have curiosity about the real estate world around you. e Plan Must Be in Place e plan is your goal setting plan. is plan consists of nancial and personal goals. You must Work the plan. Daily Plan Your daily plan consists of: Must Do: prospecting/taking a listing/showing a buyer property Should Do: distribute a ier about new listing/take pictures of new listing for MLS Could Do: prepare a networking topic for discussion/update my e-mail addresses Prepare yourself for the next day the evening before the next day begins. Start with the Must Do’s rst thing in the morning. At the end of the day what does not get accomplished moves up theChapter 1 ladder to the next level until eventually the Could Do’s are at the Must Do level.Planning andOrganization ink in terms of “Target Rich” prospecting. Working your centers of in uence (people who are already sold on your performance) involves a smaller circle of prospects but the payo is greater since these people already know you and expect that you are the “expert” in real estate. Always make time on your calendar for personal contact with these target rich resources for business. Calculate Your Hourly Worth. is truly helps to keep you focused on prioritizing your day. Take your annual desired income divided by how many days per year you plan to work; then multiply hours per day you will work and now you know how many hours per year you will work. Do the division and you will know what your time is worth. For example: $80000/2400 hours = $33 per hour Simply Never Give Up! “ oughts held in mind produce after their kind.” Remember, Lower to Mid Price Ranges are Your Bread and Butter. Higher priced property listings are your vacations or “icing on the cake”. Team Building for the next level of production involves the following facts. You are the Hunter. Your team members are the skinners. Your team should start growing only 5-10 months after you begin your career. First, look for a buyer’s agent to assist you with showing business. Next person on your team is a licensed assistant. Your marketing specialist could be you or your assistant with the proper direction and plan in place. Your assistant will be a primary player for escrow/closing activities. If you 14 don’t have an assistant, you are one! So do the job timely, accurately and professionally. You will want your “team” image on everything and always have pictures on all marketing materials. Copyright© 2009 Champions School of Real Estate™
  14. 14. e consistency of your marketing materials you hand out will work better for you. Find a lookon your direct mail pieces that you like and use it as your pattern or shell for all that you send toclients. You are creating an image with this consistency. You are “branding” your name.Consistent mailings establish continuity. Homeowners and centers of in uence begin noticing yourimage everywhere they look. ey come to expect excellence from you and are happy to refer theirfriends to you.You reinforce the image by taking good care of their referrals. Send a note and/or thank you gift tothe center of in uence that referred their friend to you. Be sure to ask for more business.Questions to ask yourself: 1. Do you have what it takes to dominate a market? 2. Do you have the desire to do what it takes? 3. Is it worth your time to get your career on target so you can dominate a market?Food for thought: How you think today is what you will be tomorrow.10 Biggest Myths Between You and Limitless Success. 1. You can’t go out on your own. You will sink and drown in debt. 2. Top Producers dislike each other. 3. Agents do not want anymore new people in their o ce. 4. You can’t be a top producer in your rst year. Chapter 1 5. You can’t have much business in a small market. (Niche market, or small town) Planning and 6. You can’t do it if you don’t have a good sales background. Organization 7. You’re too young. No one will take you seriously. 8. You’re too old. You’re out of touch with the generation x’ers. 9. You must have a luxury vehicle. Your car should be clean, comfortable and in good reliable working condition. 10. You must be techno savvy to be successful in today’s real estate. Real estate is still a service industry relying on high touch more than high tech.Getting out of your own way is your biggest barrier to success. e following are barriers to sustained success: • riving on recognition – being #1. Instead: look at bottom line net revenue instead of recognition • Don’t get trapped by listening to how other people de ne success. Instead: be yourself and decide what success means to you • Listening and believing what others consider as barriers to success. Instead: records are broken in every area all the time – the only barrier to success is the one that is self-in icted. oughts placed in mind produce after their kind. • at won’t work in this market. Instead: How can I make this work in my market. 15Copyright© 2009 Champions School of Real Estate™
  15. 15. How To Stay Ahead of Industry Trends. • Go to educational seminars to know what others are doing. • Look at technology as an ally and just another tool in our industry. It is not the beginning of success or the end to success. It is just another tool. • Have systems in place and use the systems. • Practice every thing you do before the actual presentation. • Sell: Yourself rst Company secondly Product thirdly ere Are Only 4 ings We Are Supposed To Do Daily: 1. Prospect 2. List 3. Sell 4. Negotiate ings You Need to Know and Remind Yourself of Regularly: • You don’t have to take every listing. What are some examples of a listing you would not want to take? • It is better to buy real estate than sell it. Part of your plan is to invest in real estate for yourself.Chapter 1 • You can’t be selling it if you don’t own it. You aren’t believable if you don’t own real estatePlanning and yourself.Organization • Treat real estate sales like a business. You are in business for yourself. • Sometimes your job is to tell them what they need to know not what they want to hear. • Have balance in your life. Real Estate is not a 24-hour, 7 day a week career. • Have an exit plan before you hire people or go into a partnership. • It doesn’t have to be perfect to go out. Just get it out! • Get out of town and network. Take classes out of town to meet potential referring agents. • Choose a partner that allows you to grow and be the best person you can be. • Approach every idea with an open mind. Don’t let naysayer’s rain on your parade. • Listening to others ideas and acting on their good ideas. • Hire people who share your values. • Be the person your dog thinks you are. • e Platinum Rule: “Do unto others as how others want to be treated.” 16 Copyright© 2009 Champions School of Real Estate™
  16. 16. Success Factors From CEO’sWhat are the successful characteristics you see in your company that would compare to these multi-millionaire CEO’s?Sam Walton: “ ere is only one boss, the customer. And he can re everybody in the company fromthe chairman on down, simply by spending his money somewhere else.”Sam Walton, CEO Walmart and Herb Kelleher, CEO Southwest Airlines, both had a single plan to“foster a community-like structure between the company and customer” for success.How can we do that within our company? 1. 2. 3. 4.GE’s former CEO Jack Welch said that the best leaders are those who can articulate a vision and getothers to execute it. His 4 E’s of leadership which he felt were the keys to e ective leadership are: 1. Energy 2. Energize others 3. Edge 4. Execute Chapter 1 Planning and OrganizationHe adds these others to his list: • A good communicator • A team builder • Infectious enthusiasm • Has fun doing their jobJack Welch: “Business is simple and there is great power in informality.”Andy Grove, CEO of Intel, who was brought in to turn Intel around…“ e most important role of managers is to create an environment in which people are passionatelydedicated to winning in the marketplace.”Michael Dell of Dell Computers: “Our culture is very simple: Results oriented.”“If you don’t perform at Dell, you go someplace else.”Defensiveness is not something that works well within an o ce culture, or any culture. It doesn’tmatter who gets the credit. With the correct attitude the team gets the credit. Everyone makes upthe team including the manager. Anytime someone gets wrapped up in who gets the credit theirfocus is o the correct target which is “making pro t for the whole of the company”. 17Copyright© 2009 Champions School of Real Estate™
  17. 17. Personal Performance Management e following is a self analysis about you, the manager or agent. is activity is good at any time where you believe it might be time for a “check up” on performance, attitude, or team building. is is also good to use for an o ce seminar or used for individual conferences between the manager and sales associate. Building a New You: Describe the person you want to be in writing What kind of preparation do you need to become the ideal self ? What are your strengths?Chapter 1Planning andOrganization What can you do today to take yourself a little closer to doing what you want to do? Reinterpret the past so that things that have been a burden actually empower you. Courage: ink about the things you could do if you had the courage to do them. We must act on life. “If I had the courage I would____________________.” However, this is what always stops me: _____________________. 18 Copyright© 2009 Champions School of Real Estate™
  18. 18. Check Up List • Check your attitude toward yourself: Do you feel good about yourself ? Do you feel you are deserving of good things? • My mental attitude toward myself is: __________________________________________ • Check your attitude toward life. Do you see life as drudgery or an adventure? • My mental attitude toward life is: _____________________________________________ • Check your home and work environment: Are they well organized or they are a mess? Are they desirable places to be? • Describe how you feel about your work and daily living environments: • Check your career status. If you were the boss, would you consider you a valuable employee? • Are you stimulated and working toward career development or just putting in your time? • Check your relationships: Are they nourishing or toxic? Do they drain you or build you up? ink of those closest to you and evaluate the Chapter 1 relationship you have with each of them. Planning and Organization • Check your use of time: Do you go home and watch things that don’t even interest you on TV? How often do you read an inspirational book? • Write down your nightly routine and study how you might improve it to make it more pro table for your career and personal development. • Write down bad habits and faults and mistakes that have eaten away at you over the years, everything that has nagged at you over the years, maybe a missed opportunity or a bad relationship. Now shred the paper and throw it into the trash. Forgive yourself of those faults.Discover e Winner in You. Believe in e Greatness Within You.Recognize yourself as YOU Inc. What are your assets and your liabilities? 19Copyright© 2009 Champions School of Real Estate™
  19. 19. What can you do to build on your assets and reduce your liabilities? We all need guides on our journey through life. Seek advisors, role models, and mentors. Establish relationships that make you a better person. Organizations and professional organizations exist to encourage networking and information exchange. People looking for positive sources of support and information. Dream a little dream, live a big life… Allow yourself to dream by completing these sentences. If I had my life to live over, I would: My life would be more ful lling if:Chapter 1Planning andOrganization One person I highly respect is: One goal I really want is: I am happiest when: One area I need to improve in my life is: 20 Copyright© 2009 Champions School of Real Estate™
  20. 20. I am most proud of: ree things I would like said about me at the end of my life: 1. 2. 3.Seek ExcellenceService is the key to a continuing business based on referrals. Energy and creativity are betteremployed by seeking high standards in our product and services. No one wins the race bylooking over their shoulder berating the competition. e competition never catches up if you areconsistently working with the attitude, “if it’s not perfect, keep working on it.” Chapter 1 Planning andWe are a customer service driven economy and we must take the attitude that our goal is to OrganizationAMAZE people with our service.Tell yourself that your dream is attainable and then over come all inconveniences and take a runningleap through the obstacles to achieve that dream.Go after what you want as if your life depended on it, because it does!“When life knocks you down, you should always try to land on your back – because if you can lookup, you can get up!”-motivator, Les Brown 21Copyright© 2009 Champions School of Real Estate™
  21. 21. Nine Principles of Life Enrichment: 1. I can achieve far beyond my horizons 2. I possess a basic goodness, which is the foundation for the greatness I can ultimately achieve. 3. I must take responsibility for my actions, my well-being and the attainment of my potential. 4. I must seek self-awareness, self-approval, and self-commitment to attain self-ful llment. 5. I must commit myself to building relationships that are critical to the social development of the community and family. 6. Mutual respect is the fundamental element of all relationships. 7. If I help others heighten their life I will have heightened mine. 8. I will work toward my goals by planning, executing, and measuring my progress. 9. I will make commitments with care and honor them with integrity. -Author unknownChapter 1Planning andOrganization 22 Copyright© 2009 Champions School of Real Estate™
  22. 22. Chapter 2 Organizing the Office for Maximum ReturnChampions School of Real Estate www.ChampionsSchool.com
  23. 23. Chapter 2: Organizing the Office for Maximum Return Staging the Office Staged Homes Sell Faster When you show a home that has been properly staged, you have 100% con dence that the rst impression a buyer gets is a good and lasting one. Proper staging showcases the bene ts of the house in the best possible light. It makes the house look like a model home allowing potential buyers to easily visualize themselves living there. See our CHMS home staging certi cation class schedule. e Psychology of Home Staging Psychology experts have proven that people react based on emotion and then seek logic to back up the feeling. From a real estate prospective, a buyer will make an initial reaction in less than a minute whether they like your listing or not. en, after the potential buyer’s initial decision has been made, they will either con rm that decision or rescind it to the next 6 to 20 minutes as they tour the property. is is why staging is critical for any listing. Move-in Ready Sells Faster A properly staged house appears to the buyer to be “move in ready” condition. Staging a house for sales means that every component of the house is as close as possible to the buyers just moving in and “enjoying their new home”. Sometimes they will pay a premium for this.Chapter 2 ImageOrganizing Staged homes project an image of being well maintained and cared for. e underlyingthe Office forMaximum psychological message is sent to the potential buyers is that it is worth more. It also gives theReturn message they will not have to move in and spend additional cash to bring the home up to their personal expectations. It removes the psychological image of the home being in disarray. Comparable Property Sales When the agent shows the buyer comparable properties based on the buyer’s price range and the staged home is creating a look of move in condition, the buyer believes they have instant value and it appears the staged home is a better deal. What is Home Staging? Many techniques are used to stage a property. De-cluttering, de-personalizing, updating old or unattractive xtures, painting, furniture rearrangement, and accessorizing are just part of the psychology for making a home more inviting to potential buyers. It has been statistically proven using rental furniture and accessorizing vacant home helps it sell faster. Another name for Home Staging is “Repurposing”. Repurpose simply means giving something a new purpose or use. It adds potential to a piece of furniture or an accessory and could add e ciencies that had not been thought of for prior use. It can also add potential money to your client’s bottom line. For example, moving a sofa table from behind a couch to the front entry can serve two purposes for “repurposing a room”. It will open up more space in the living area while giving a more welcome look in the entry hall of the house when the table has a bouquet of owers or tray of cookies on it. Live green plants give an instant lift. Faux owers are de nitely last year. Spaciousness and Light 24 Spaciousness and light determine the success of a staged home. e larger a room appears, the better it will seem to homebuyers. Non-essential items should be removed to minimize crowding and clutter. Copyright© 2009 Champions School of Real Estate™
  24. 24. Tips for Sellers e seller’s participation is the key. Suggestions and tips costing mostly the time and labor of theseller can include the following: • Let the Light in • Windows Should Sparkle • Detail Clean Doors and Woodwork • Attend to the Yard – remove weeds in ower beds; trim and edge grass; add new color to the yard with annual plants or if it is winter, add evergreen color to the front walk or porch • De-Clutter and De-Personalize • Deep Clean the Kitchen and Bathroom • Remove all non vital items from the kitchen cabinets for a non-cluttered look • Appliances should sparkle as though they were brand new • Beautiful, shiny oors are a huge drawing card • Fresh Paint always gives a new home look. It is a cost-e ective way to change the look and feel of a room. • Remove at least one-third of all books and accessories from bookcases and built-in cabinets so it looks more spacious. • Remove 25% of clothing from rods in closet to give the closet a more spacious look • Remove furniture or rearrange furniture • Accessorize and decorate – use the “cantaloupe rule”: remove all items around the home that are smaller than a cantaloupe. • Fix and Repair • Get Rid of All Odors – Please remove cat litter boxes from site Chapter 2 • Animals are a distraction to the showing process. Place animals in kennel or arrange for o Organizing site pet care during this time. Water bowls, animal food bowls should all be put away and the Office for out of site after use. Maximum ReturnSet the ScenePrior to the buyers arriving at the owner’s home set the music to classical, or spa type soft music.Eliminate odors with a neutral air freshener or the oil type bamboo stick air fresheners. Candlesare not a good choice since many people nd candle smoke a ects allergies. Open all curtains andblinds and let the sunshine in. Lamps turned on in strategic locations also set the scene for a warmwelcome to buyers. e Elements of Good DesignAttila Lawrence, head of the interior design architecture program at the University of Nevada, LasVegas recommends the four fundamentals of a good design, staging or repositioning. 1. Balance Balance means using furniture and other objects to make each part of an arrangement equal in visual weight so that one area harmoniously complements the other. e balancing of a room appeals to more buyers on the whole. is means one side of a room exactly matches the other. 2. Harmony An easy way to create harmony is through repetition. Repetitions in color, texture, or shape. Repetition does not mean duplication. For example, a green sofa may replicate itself in a shade of green in the draperies or green pillows on a chair. Don’t go overboard, but the majority of buyers are more “peaceful” when viewing a room if the colors are repetitive. 25Copyright© 2009 Champions School of Real Estate™
  25. 25. 3. Emphasis Every room needs a focal point. Often the focal point is the replace. On a large wall, a framed powerful picture, which draws the eye to the space, is a suggested tip. Without a focal point there is no place for the eye to rest and the room is uninteresting. 4. Functionality Everything in a given space should be appropriate to and support the experience of what will take place there. A room where children will play and the family gathers to relax needs a layout with space for blocks, or homework and relaxed furniture styles. Maintenance Must-Do’s Although buyers do not often get down on their hands and knees to inspect certain interior and exterior functionality, if an engineer, Mr. Handyman, Mr. Fix-it, were to be the potential buyer here are some suggestions for the not so visible staging of the home. e following are good suggestions for every homeowner: Inside: • Change your furnace lters monthly. Clogged lters decrease e ciency and can cause breakdowns. • Drain your water heater at least once a year. Sediment will drain out along with the water from the water tank. is will prolong the heater’s useful life. • Clean coils. Clean dust whenever you see it accumulating.Chapter 2 • Check circuit breakers. Test the performance of the circuit breakers in your electrical circuit box twice a year by ipping them o and back on. If you have a circuit that consistentlyOrganizingthe Office for shuts o , call an electrician. It could be faulty wiring within your walls.Maximum • Check under sinks for water dripping leaks or water stains. Catching a small problem earlyReturn can save you money from major water damage in the future. • Replace key components. Water heaters, furnaces, and roofs should be replaced before they fail, based on their average life span in years. *For example: Exterior painting: approximately 5-10 years Furnace: approximately 15-50 years Roof: approximately 13-15 years Water heater: approximately 7-15 years Wood decking staining: approximately 4-7 years Outside: • Water issues: Keep the water out by checking ashing. Flashing is the metal pieces used to seal the areas between the roof and chimney and around doors and windows. Loose ashing can let water seep under a roof or inside walls, which in turn can cause mold. • Home’s foundation: Check for cracks or gaps in the foundation, which can allow pests, animals and water to come into your home. • Chimneys: Visually check them each year for damage, loose mortar, missing bricks. Chimneys should be cleaned every two to three years if used for wood burning res. • Roof: Check for missing shingles or dangling gutters. Gutters should also be cleaned to rid the gutters of debris. 26 -Lou Manfredini, Ace hardware’s home improvement specialist Copyright© 2009 Champions School of Real Estate™
  26. 26. e purpose of staging is to help the seller sell his home more quickly and for more money. ehouse should sell more quickly if properly staged and time is money. ere is a new designationcourse, CHMS, Certi ed Home Marketing Specialist. is is an up to date and comprehensivecourse focusing on 100% staging and staging process. Ask a career counselor for upcoming dates.O ce StagingUse of these principles will allow for a warmer, friendlier feel in the o ce when incorporated intothe build out or renovation of the o ce environment.Today’s Agent Needs to Know the Current Trends in Building andDesign. Today’s Office Environment Needs to Demonstrate theCurrent Trends in Building and Design.In the sale of homes, three factors have always played leading roles in making one house moredesirable than another: location, price and condition. But new trends are always emerging tocaptivate buyer’s interest and enthusiasm.Today’s buyer has a wealth of choices ranging from special use rooms to green constructionmaterials. How the agent markets these trends depends on the buyer’s interests, tastes and incomequali cations. Chapter 2 Organizing the Office forTrends in Interiors MaximumMcMansions are still very popular with buyers. Many buyers still view bigger as better. Buyers Returnhave the option in many areas of Texas and the country to have the following nishes in their newhomes.Lighting options: Homeowners can control lighting through strategically placed keypadsthroughout the home to improve safety, have mood lighting at their ngertips with one push of thekeypad most importantly, to decrease energy use. (www.squaredlightingcontrol.com)Technological advances are also being shown with windows, doors, illumination that is energy-e cient and can be controlled from a computer of phone that is away from the home itself.Structured wiring is in. Coaxial TV cable, category 5E voice and data lines and remote camerasecurity are wired into the home network center.Stone, clay and mixing materials for a more imaginative look is the interior and exterior trend.Granite is very trendy and now there is a process for using granite without unsightly grout lines.Color matched poly resins fuse together granite or marble tiles for one consistent look. is alsohelps with maintenance and minimizes stains.Stones in a mix of sizes can separate one area from another. Floors are as visually appealing aswalls. Porcelain tiles, marble, and ceramic tile give a warm look to a room and are being used forthe interesting visual appeal, but help to eliminate allergy issues connected with carpet. Mixingmaterials for a concrete-tiled wall, clay mixed with paint, and polished glass tiles placed aroundother tiles give an interesting look to an otherwise painted wall or tiled bathroom enclosure.(www.artistictile.com) 27Copyright© 2009 Champions School of Real Estate™
  27. 27. Kitchen Updates: Glazing on cabinets can add an updated look to wood. Glazing colors that resemble ancient Italian villas to mother of pearl glazing shades can be found nationwide. Copper is making a welcome comeback for various reasons. Copper is a healthy choice. It is antimicrobial and requires less energy to mine while also being 100% recyclable. It makes a room look warm and cozy and is now found in kitchen sinks, replace hoods. (www.copper.org) Stainless steel refrigerators and appliances are a fading trend. Buyers have felt this is a cold look and the use of warmer colors in the kitchen is being used again. Bathrooms are using above counter bowl inspired sinks. e use of footed legs on the bathroom cabinetry to give the furniture look is used in new homes. Brushed nickel, and pewter’s are in and antiqued brass and bronze are popular xture nishes. Trends with Space – Specialty Rooms e management room is a new concept where families can track schedules, school papers and homework assignments while mom and dad are able to organize library books, hobbies and have more storage. Often the former utility room is the room for this new trend. Expanding the utility room to include workspace for wrapping paper, desk and message center, computer tabletops along side the washer, dryer, and ironing board is putting e ciency into the oor plan. Other contenders include the meditation room or snoring room. e meditation room is used for a private getaway from others in the family when one needs inner peace. It can also be used as theChapter 2 additional sleeping room when a spouse with a snoring problem keeps the family awake.Organizingthe Office for Outdoor living space is now designed with a screened in porch, couches, heated oor, replace, atMaximum screen TVs and outdoor cooking facilities.Return Pocket libraries are utilizing space in hallways, nooks that otherwise might see a potted plant. Today, trendy homeowners are utilizing a cozy, warm, place to curl up with a book in just a comfy chair and lamp. e landing area on a stairway is often a perfect location for this pocket library. Organizing the garage into segmented rooms such as an area for hobbies, an area for sporting goods, and an area for lawn maintenance tools. is can be accomplished with walls separating the rooms for privacy. Today’s garage owners want them decked out with cabinetry, air conditioning and heating, and mini refrigerators. Outdoor living has taken on a whole new approach with features such as outdoor kitchens with at screen TVs. e top end Jacuzzi tub includes low energy LED lighting, a waterfall, ltration system, connection to a at screen TV, and audio features including an iPod docking station. Outdoor lighting for conservative minded homeowners may include solar energy panels, solar tubular skylights, solar water and air heating systems, and rain water collection systems. (www.altenergystore.com) Green Homes – Trends in Healthier Homes Green building isn’t just for Al Gore. Designers and manufacturers are introducing products and systems to keep our environments healthier. e product and services market for green building is expected to exceed $12 billion this year according to the US Green Building Council (www.usgbc.org). LEED standards, Leadership in Energy and Environmental Design, include 28 Copyright© 2009 Champions School of Real Estate™
  28. 28. using green roofs to capture storm water run o and specifying local vendors to cut transportationcosts to a construction site.Green building is the practice of increasing the e ciency with which buildings use resources such asenergy, water and materials while reducing building impacts on human health and the environment,through better siting, design, construction, operation, maintenance, and removal. is is thecomplete building cycle. (Wikipedia de nition) e concepts of sustainable development that are integral to green building are: 1. Reduced operating costs by increasing productivity and using less energy and water 2. Improved pubic and occupant health due to improved indoor air quality 3. Reduced environmental impacts by lessoning storm water runo and heat island e ect.Practitioners of green building seek to achieve ecological and aesthetic harmony between structureand its surrounding natural and built environment.In the United States buildings account for: 40-49% of total energy use 25% of total water consumption 70% of total electricity consumption 38% of total carbon dioxide emissions Chapter 2Many countries have established their own standards of energy e ciency for buildings. OrganizingGreen Globe, www.greenglobes.com, USA, Canada the Office for Maximum ReturnLEEDS, Leadership in Energy and Environmental Design, USA and multiple countries. e United States Environmental Protection Agency’s Energy Star program rates commercialbuildings for energy e ciency and provides the EnergyStar quali cations for new homes that meetits standards for energy e cient building design. (www.epa.gov/greenbuilding.com)LEED, a product of the US Green Building Council, provides the framework for assessing or rating abuilding’s performance within the following categories: Sustainable Sites, Water E ciency, Energy andAtmosphere, Materials and Resources, Indoor Environmental Quality, and Innovation and Design.Based on a point system with 4 levels of criteria, a registered project can attain a Certi ed, Silver,Gold or Platinum rating. Platinum being the greatest points achieved, then Gold, Silver and thenCerti ed being the lesser points achieved.Within the home green choices are plentiful. Construction trends with the eco-friendly house caninclude a greywater tank that stores ltered and chlorinated shower water, lters it, chlorinates itand then sends used shower water back to a home owner’s toilets for ushing. e process savesabout 30% of the owner’s water and sewer expenses. (www.bracsystems.com) Engineered hardwoodis an environmental alternative to solid hardwood, o ering ve to six points towards LEEDcerti cation. (www. oorworks.ca) e use of interior products, paint, and carpet adhesives thathave little or no volatile organic compounds that can trigger allergies is available right now throughCherokee Investment Partners. 29Copyright© 2009 Champions School of Real Estate™
  29. 29. Landscaping that includes native plants that are basically edible is another trend. Rainwater run o that can be collected in storage tanks that allow the water to gradually be used for soil and landscaping is another consideration. Green roofs are literally rooftops that have been turned into gardens. Green roofs help preserve green space, control storm water runo , reduce a building’s energy costs, and provide beauty. (www.greenroofplants.com) Construction trends stealing the spotlight consist of log homes that are hand peeled before they arrive at the building site. Adobe homes have been keeping houses warm or cold depending on the season for centuries. A new product that is hurricane resistant to withstand winds up to 242 miles an hour is being introduced in Florida. e product is waterproof ber rock board made from recycled materials. (www.E-Wall.info) Steel has become another popular product in residential building because of its consistency, quality, ease of handling, and declining cost. (www.steelframing.org) Products and Systems that Help Keep our Environment Green • Vinyl Windows and Low E2 Glass: Windows with Vinyl framed Low E2 reject much more of the Texas sun. Windows are a huge energy drain. e primary function is to reduceChapter 2 heat gain in the summer and heat loss in the winter.Organizing • Radiant Barrier Decking: Radiant barriers reject solar radiation making attics cooler. A hotthe Office for attic means less e cient HVAC system. e low emissive attic decking reduces summerMaximum heat gain and reduces cooling energy usage.Return • R-Value Ceiling Insulation: Higher the number = less outside heat coming into your home. • R-Value Wall System: Higher number = less outside heat coming into your home. • Air conditioning lters: Higher number indicates more e cient ltering of the air in your home. e higher the number is the better. • Mold Resistant Shower and Tub Walls: Cement Hardi Board and Anti Fracture Coatings are being used for this. No sheetrock or greenboard are allowed in wet areas. • Fresh Air Systems: Homes being tighter today make the air staler. With these systems it allows fresh air to ltrate your home for a healthier environment. An electronic system connected to the HVAC that brings in ltered outside air on a timed basis. • Draft Elimination: e amount of air that leaks through your walls, doors, and ceiling on an hourly basis can be calculated. Lower number is better. • Formaldehyde Free Insulation: Di cult to nd but healthier. • SEER Rating on HVAC System: e higher the number means more e ciency and fewer dollars out of your pocket for energy expenses. Green Terminology • ACH: Air Changes per Hour. e lower the number is the more e cient. is is testing to determine how much air leaks through the walls and ceilings. • ASHRAE: American Society of Heating, Refrigerating and Air-Conditioning Engineers. e primary organization used in the US for the design standards in our HVAC systems. 30 Copyright© 2009 Champions School of Real Estate™
  30. 30. • Energy Star: Department of Energy program mandating a minimum 15% more energy e cient home than one built in 2004. • HVAC: Heating, Ventilation and Air Conditioning. • IAQ: Indoor Air Quality • IRC: International Residential Code. e IRC is the Building Code for the State of Texas. • Jump Duct: A exible, short, u-shaped duct that connects a room to a common space as a pressure balancing mechanism. • LEEDS: Leadership in Energy and Environmental Design • Low E2: Low emissive. Glass is coated with a metallic oxide layer that improves thermal performance. • Manual J: e ASHRAE method for calculating residential home cooling loads and the sizing of the system. • MERV: Minimum E ciency Reporting Value: e ASHRAE standard for lter e ciency. e higher the rating the better is the energy e ciency. • Pressure Balancing: To equalize air pressures between rooms in a house by adjusting air ow Chapter 2 in supply and return ducts. Organizing the Office for • R-410a: Environmentally friendly refrigerant used in our HVAC systems. Maximum Return • R-Value: Resistance – Value. e resistance a material has to heat ow. e higher the R value the greater the resistance. • SEER: Seasonal Energy E ciency Rating. It measures the e ciency of the air conditioner once it is up and running. Higher the number is better e ciency rating. • SHGC: Solar Heat Gain co-e cient. e solar radiation entering a home through the windows is what this measures. e lower the number, the better the window is at blocking heat. • ermal Envelope or Enclosure: e exterior shell of a home. is includes the walls, foundation, oors, ceiling, windows, doors and roof. • U-Value: A measure of heat transmissions due to the air temperature di erence from inside to outside…the lower the U-Value, the better. • USGBC: US Green Building Council: www.usgbc.org • VOC – Volatile Organic Compounds. e term covers a wide range of chemical compounds, some of which can be harmful. 31Copyright© 2009 Champions School of Real Estate™
  31. 31. e National Association of Home Builders has prepared its new “green” certi cation program for home builders. (www.nahb.org/courses) Champions School of Real Estate now o ers the Green Veri er certi cation course. EDR, Environmental Data Resources provides environmental risk information through its EDR Neighborhood Environmental Report. e reports include information on things such as a leaking underground storage tanks, hazardous waste sites or spills, illegal drug houses, and Superfund sites. (www.edrnet.com/residential) www.GreenBuilding.com – a digitally interactive website for discussing green building alternatives and suggestions in each room or area of a property. e Texas Association of Realtors® has TAR-1506 General Information and Notice to a Buyer form. e information on this form may assist a buyer during the purchase period with certain Environmental Concerns listed. See form in Addenda A. Resources ASHRAE Green Guide: (www.ashrae.org) Addresses architectural design, engineering designs, and energy systemsChapter 2 Green Built Homes: (www.greenbuilthomes.org) Reviews and certi es new homesOrganizingthe Office for Greening Federal Facilities: (www.eere.energy.gov) A resource guide for federal facility andMaximum energy managers, designers, and planners.Return Green Globes: (www.greenglobes.com) Green globes identify a building’s environmental strengths and weaknesses. Green Guide for Health Care: (www/gghc.org) A best practices guide for healthy and sustainable building design and construction. Whole Building Design Guide: (www.wbdg.org) e goal of Whole Building Design is to create a high performance building by applying integrated design approaches during the planning and programming stage of development. If your company is in the process of building a new o ce or renovating these ideas can be very helpful. For the agent showing buyers property this discussion on Green Living and Current Trends will help them while showing property. 32 Copyright© 2009 Champions School of Real Estate™
  32. 32. What’s in a Name? 1. Responsibility is in a name – everyone is involved in this standards driven company. “Productivity Standards” for each agent is a must in a company. 2. Ethics are in a name – when was the last time you saw a top producer red in your company because of acting unethically? “Agents are de-motivated if they feel they are not on a level playing eld.”Participatory LeadershipVast majority of agents do not feel it is “their company”, they don’t feel empowered, andconsequently, they are not loyal if they do not have participative leadership. is attitude, concept, theory will all re ect in the name of your company when your name orcompany name is seen in print or heard by others.Accountability is in a Name • If there is a mistake, the agent/company take responsibility for xing the mistake • If expectations from goals and productivity standards are not met, the “team” takes ownership to bring the standards up to the expected goals. Chapter 2 • Pride in belonging to a particular company will be demonstrated by the agent and to the Organizing community. the Office for Maximum ReturnPositioning Yourself Means: • Expand your prospecting e orts – you always need more listings • Pricing is key – take charge by feeling con dent in your market knowledge • Marketing has to be daily and using three keys: direct mail, e-mail and personal contact • Keep in communication at least monthly with past clients.Choosing Your Company NameUnless you have a name that everyone recognizes in your community, use a strong, productive, easyto remember name. You will be using this on all signs, products, and marketing materials.For example:Champions School of Real Estate tells what we do and what we sell. Champions also brings tomind “Winners”! 33Copyright© 2009 Champions School of Real Estate™
  33. 33. Have a Million$$ Dollar Day Everyday In today’s world of casualness that has taken over all aspects of our business, home and personal decisions, the following is a proven method of always being professionally correct. Whether you are doing business in a small town or large city it works for all. If you tell yourself otherwise, you are missing some key clients which of course equates to missing commission dollars. e Successful O ce: Exudes the qualities of the middle to upper class of society. It is spacious, uncrowded and tasteful. It is kept clean. People are as concerned today about the cleanliness of the bathrooms as they are the front reception o ce. Your o ce has conference rooms for privacy and comfort. e o ce should have a welcome, warm atmosphere. Use a decorator’s idea for paint colors. All white o ce walls tend to be cold. You need the most prestigious address you can a ord for the area you are serving. If you have a certain niche market, you consider decorating your o ce/conference room for the niche you are servicing to make them feel comfortable and at home. For example, water walls, bamboo plants, an activity area for the children are what is seen in o ces today. Check with your team members or magazines to validate you are up to date in how your o ce appeals to Generation X and Generation Y. A few accessories and wall hangings can do an update for little investment. It also gives the associates a feeling of well being that you are in the know of keeping current.Chapter 2 e Desk:Organizing A clean, neat, uncluttered desk is an essential. Even though you have a lot of papers around you, keepthe Office for them led, work one le at a time then put it away in a le drawer. If you must, keep them stacked onMaximum a credenza or table near you...but o your desktop. An uncluttered desk is impressive, and gives theReturn impression you are organized, and have yourself “together”. ere is no exception to this rule of rst impressions. It is true that a cluttered desk gives the impression of a cluttered mind. e Car: Yes, you have a sentimental attachment to the 2002 Lexus that was a trophy for a personal accomplishment. But, you are giving the impression this is the best you can a ord. No matter what your vehicle make or model have gasoline in the tank, have a clean and pleasant smelling car. e car is a window into your personal way of life. It’s not who you see, it’s who sees you. It’s a fact. Over 95% of the successful important people in this country dress in conservative, upper- middle class clothing. In today’s society our clothing is more casual but the sales agent must dress better than the client he/she is serving. Even in the heat of summer an agent must not forget he is always “making a rst impression” and it better be positive. One of the primary determinants of intelligence in the eyes of the beholder is dress. You may not consider this fact seriously, but you are then working against a serious handicap. Why do it? Dress appropriately. If you are not sure what appropriate dress/attire is for your area, ask your owner/manager what they prefer you wear. In our diverse culture we are sometimes o ending certain nationalities if we do not dress as the professional they expect you to be, based on their culture. Don’t take the chance of stepping over dollars because you just didn’t feel like looking your best today. 34 Copyright© 2009 Champions School of Real Estate™
  34. 34. e Guest:How a company’s guests (customers/clients) are treated are in the hands of the salespeople andemployees. is is a huge responsibility for the success of the entire team and business.Success comes to those who are obsessed with looking after their customers. A person walking intoyour o ce or calling on the phone must always be welcomed with a smile and helpful attitude…outstanding customer service is mandatory in today’s world. ere are too many people ready andable to take your place if you drop the ball in that arena. ese are easy steps for getting your new agent on track with your expectations as they come onboard. e experienced agent can use a reminder if you see that your o ce is getting too lax. Oftenthe written word handed out in this form can get the point across better than the informal verbaldiscussion. is is a small foundation for sales success but possibly one of the most important right aftertraining. Clients expect the agent to be trained. What they tend to remember and discuss with theirneighbors is how attractive the o ce was, or not. ey mention how clean and safe the agent’s carwas, or not. How professionally dressed and well mannered the agent’s demeanor was, or not.It all adds up to a Million Dollar Day…or not.The 7 S’s for Setting Up a Dynamic Office Environment Chapter 2 Organizing 1. Structure: the Office for Maximum How tasks are divided and coordinated Return 2. Strategy: A coherent set of actions aimed at gaining a sustainable advantage in the marketplace 3. Systems: e processes and work ows both formal and informal, that determine how things get done day by day. 4. Style: e way management behaves; therefore, indicating what it considers important and acceptable. 5. Sta : e company demographics – the age of people, the ratio of men to women, the experience level, the level of diversity within the organization. 6. Skills: e capabilities that are possessed by the rm as a whole as opposed to the skills of individuals. “Core Competencies” 7. Shared Values: e values that the top management team wants to di use throughout the organization. e fundamental ideals of a company – its shared goals 35Copyright© 2009 Champions School of Real Estate™
  35. 35. Here are Ideals I believe are Core Values for a Dynamic O ce Environment: • We manage by positive reinforcement – never by fear, never by threatening, never by public embarrassment • We lead by example what we expect from our team members – show up on time, answer the phone, be appropriate in demeanor and dress • We believe the customer is #1 • We believe our sales teams are capable, kind, intelligent people – our individual members never humiliate, be undependable, or be dishonest with anyone • We believe the sta and teams all work for the improvement of the company. • We believe everyone wants a happy work environment – nice surroundings, a company to be proud of, an owner to be proud of, a manager to be proud of and everyone desires to be acknowledged for doing a good job. • We believe everyone has the same opportunity to advance forward in skills, attitude and general contribution to themselves and the company. • We expect all sta including managers to contribute their skills equally since their salaries are from all team member’s contributions. • We believe everyone wants to make as much money as is possible. How to Public Speak in a Nutshell Guaranteed to work every time you speak!Chapter 2Organizing Managers and agents are consistently in front of the public speaking at a sales meeting, a listingthe Office for presentation, home buyer’s seminar, a homeowner’s meeting. Public speaking is the #1 Fear of theMaximum general public. With just a few pointers you can reduce your fear and speak with con dence.Return RELAX Anybody can do it. All you have to do is be at ease and let your mind and your mouth do what comes naturally. It’s just plain talking. You talk all the time. Take three deep breaths to calm and relax your nerves. EASE Put your audience at ease immediately. Pretend you are not in the spotlight. Make yourself feel better by pretending they are friends sitting around your kitchen table. It’s not about YOU. It is about the AUDIENCE!! Once you become too pre-occupied with your talk and forget about your audience you have lost them. ey have drifted away from you and are ready for you to leave center stage. PREPARATION Anyone, who thinks, much less states they will just stand up and talk impromptu are doomed for failure. You have to prepare. Not worry but prepare. e more prepared you are the less worried you will be. DON’T READ Do not read your talk, speak your talk. If you are giving a talk – talk. 36 Copyright© 2009 Champions School of Real Estate™
  36. 36. MAKE NOTESWrite only your key points on your notecards and then talk from your longer prepared talk.ORGANIZEKnow your opening and your closing by heart. Everything in between will come from your notes.What is your POINT?What do you want your audience to come away with from your talk? Do you want them to feel orthink a certain way? You have to know what your goal is from your talk.SIMPLEKeep it simple. e more di cult your subject the more di cult it will be to keep it straight in yourmind.TWELVE MINUTE RULEHow long should my talk last? Always err on the side of shorter than longer. What else is on theprogram? e standard length of a vaudeville act was twelve minutes. It was the belief of “showmen”that no act could sustain interest for longer than twelve minutes.BE THEREKnow who your audience will be prior to putting your talk together. No matter where you are…bethere. A talk for one group may not come across as well at another group.Personal Experiences WORK Chapter 2 e rst person is a powerful way to relate to your audience. Go ahead and tell them about an Organizingexperience you had. Share it with them. Make them feel as you did. the Office for Maximum ReturnDo Not ASSUMEDo not assume your audience already knows about the subject. Don’t use specialized language orknowledge about your subject. You will lose them.PAUSEWhen you make a point give it time to sink in. Pause, and let them know you just gave them a gem.Tell em, Tell em, TELL THEM AGAINTell them what you are going to tell them. (Your introduction) Tell them. (Your core talk) en tellthem what you told them. (Your ending)SAY SomethingDon’t be afraid to say something. Be direct and get your point across. Don’t be too moderate, tooambiguous.QUESTIONSUse questions that hang in the air. You really don’t expect an answer. is involves the audience evenif it involves them in their own thought processes.Take NAMESAlways get the names of at least 3 or 4 people in the audience and use them during your speech.By using the names during your talk you are personalizing yourself as being one of them. Alwaysremember the name of the person who introduces you. 37Copyright© 2009 Champions School of Real Estate™
  37. 37. HUMOR Use humor within the context of your talk. Unless you are a professional comedian don’t worry about telling jokes. Don’t. Use humor that arises from the context of who you are, where you are, and what you are talking about. Again, it personalizes you with the group. NUMBERS Keep numbers out of your speech. When speakers use a lot of numbers they lose their audience. Never OFFEND Never make fun of any ethnic, religious, political group while public speaking. Chances are you just o ended and lost 10% – 50% of your audience who now are not pulling for you, but against you. e ENDING End with a restatement that you started your speech with or end on a positive statement. Ending with “I want to thank our host and his lovely wife” is a worn out phrase that makes for a dull ending to your talk. Getting the audience involved at the end can give you the ending you desire. “How many of you are leaving this luncheon and have at least one new idea to make a di erence in your sales this week?” (Show of hands) “Super, thank you for allowing me to help you today.” Sit down. e applause will happen. Other Important KEYS to Success • Get a good night’s sleep the night before you speak.Chapter 2 • Use the restroom prior to entering the banquet room.Organizing • When entering ask for the person that invited you. You want to make sure you are in thethe Office for right place.Maximum • Meet people in the room whose names you can use to personalize your talk.Return • Be aware that people are watching you prior to your speaking. ey are making a rst impression already. Look happy and interested in what is happening in this room. • Only glance at your opening prior to speaking. e rest will come to you because of your prior preparation. • When speaking it helps to hold onto the podium to gain balance if you are feeling nervous. Don’t ever put your hands in your pockets if you are nervous. Hold your hands behind your back if not onto the podium. Remember, these are only people. You are only speaking. You do that every day. 38 Copyright© 2009 Champions School of Real Estate™
  38. 38. Color Coding Your Core Motivations is is a quick and easy way of discovering what typical overriding personality style you use asa manager. It can be given to the agent to help them discover their core style when dealing withassociates and clients. It is also an o ce meeting discussion topic.First of all out of the following group which is your favorite?Yellow, Blue, RedOf this group, which is your favorite?Green, Purple, OrangeNow you are prepared to nd out some interesting facts about your style, personality and the wayyou manage yourself.Yellow/Green – You are the CaretakerYou have a realistic perspective on life that creates a comfortable environment for those in yourpresence. You are diplomatic and listen to other people’s point of view. Problem: You want to xeverything for everyone so they are happy. Sometimes you need to step back and let other’s learnfrom their mistakes.Yellow/Orange – You are the Technical inker Chapter 2You are inventive and encourage others to be creative with their thought processes. You like systems Organizingto be in place as well. Allow your customers to express their ideas even if you personally believe the the Office for Maximumideas are not so good. Your systematic approach to leading them to draw their own conclusion will Returnallow for a better decision from the customer. ey will not have a tendency to have cold feet afterthe fact because you systematically lead them to make up their own mind logically.Yellow/Purple – You are the CatalystsYou are an active listener who expresses your feelings about situations. You also make use of yourintuitive powers. You have a constant need for change. is can sometimes make you di cult topen down and understand. Your enthusiasm makes your customers want to ask loads of questionsabout the situation at hand. You might want to be more careful about expressing your feelings aboutproperties since you may be confusing the prospect. e prospect might not want to tell you thetruth about their feelings for fear of being counter your opinion.Blue/Green – You are the AnchorYou are very supportive of your client. You have lots of time for their questions and demands. Yousee the dreams of your client and are sensitive to their needs. You give them self con dence to makea decision. You might be losing track of productive time if you are not more aware of the extra timespent anchoring instead of taking charge. Give your clients the time they need with you and thenmove them into making a closing decision.Blue/Purple – You are the inkerYou teach people how to think. You have a personal need to know “why things are” as they are.Understanding why things are as they are allows for questions concerning change. Don’t allowunrealistic expectations slow you down. Keep yourself grounded by not starting too many questionswith your clients. Give yourself some time to get to understand their needs and wants before you 39Copyright© 2009 Champions School of Real Estate™

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