Survive, Thrive, and Prosper

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How can you survive 2009 and be still standing in 2010? Dave Beson, presenter of over 3,000 seminars around the world of REAL ESTATE invites you to view this show created for the good people of Connecticut. The ideas apply to almost every market in America, and around the world. For more information, please contact:
Dave Beson Seminars
www.davebeson.com
dave@davebeson.com
Check out my blog at www.davebeson.wordpress.com

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Survive, Thrive, and Prosper

  1. 1. 06/08/09 Dave Beson How to Survive, and Thrive in Today’s Market and The Top Thirteen Success Strategies Welcome Connecticut REALTORS
  2. 2. Introduction/Overview: <ul><li>ECONOMY: The economists warn of continued contraction of the marketplace. </li></ul><ul><li>ETHICS: Competition has never been fiercer. Professionalism and ethical behavior has never been more important. </li></ul><ul><li>INVENTORY AND EXCESS SUPPLY: The abundance of inventory, short sales, foreclosures, and overpriced property are confusing buyers and jamming up the usually efficient real estate marketplace. You have new liability and concerns with these sales. </li></ul><ul><li>MORE DEMANDS AND LESS PRODUCTION: Your customers and clients are demanding even more services and value, but also want options to pay less. Understand and explain your services with clarity. </li></ul><ul><li>TIME TO UPDATE AND REFRESH: </li></ul>
  3. 3. Professional Improvement <ul><li>Your customers and clients will benefit from your improved professionalism, service, and attention to contract and fiduciary interests. </li></ul><ul><li>Be informed! As a real estate professional you must strive to: </li></ul><ul><ul><li>Improve your level of service and “value—added” to every customer </li></ul></ul><ul><ul><li>Be customer and client centric: Innovate by delivering what your customers and clients want, when they want it </li></ul></ul><ul><ul><li>Energize your daily activity and every presentation by “sharpening your saw” as you master the best procedures, and industry practices to list, to sell, and to negotiate in the changing market. </li></ul></ul>
  4. 4. ETHICS: <ul><li>Choose Competence over Congeniality </li></ul><ul><li>Raise your sights and see the long-term nature of the business </li></ul><ul><li>Create legendary service. </li></ul>
  5. 5. Waiting for the Market to Turn? <ul><li>What to do while you wait…get better. Step by step! </li></ul>
  6. 6. TIME TO UPDATE AND REFRESH: <ul><li>Calendar of Improved Service: 12-Months of Service Activities. Build your own, using this resource list. </li></ul><ul><li>1. January – Revise your pre-listing package, including the CMA and all disclosures. Evidence is essential. </li></ul><ul><li>2. February –Review your pricing dialogues and your evidence presented to sellers. Assist with mortgage issues by referring a specialist. </li></ul><ul><li>3. March – Seek new customer satisfaction - third party endorsements and testimonials. Call to announce recent results or market changes. Keep your customers and clients informed. Read ‘Raving Fans.’ Take a past client to breakfast to ask “what could we do better?” </li></ul>
  7. 7. Service <ul><li>4. April – Send your January through March quarterly summary of sales and market trends. </li></ul><ul><li>5. May – Make up a list of ten good builders or remodelers with phone numbers and share this with your customers and clients. </li></ul><ul><li>6. June – Develop your materials which explain ‘extra value’ services such as a “SATISFACTION GUARANTEE.” Revise your home highlight sheet layout. </li></ul>
  8. 8. Calendar <ul><li>7. July – Add testimonials and customer feedback on your services to your website and marketing materials in order to assist buyers and sellers in making informed decisions. </li></ul><ul><li>8. August – Analyze three sample properties for investment and share the analysis with prospective purchasers. Be sure to use all appropriate disclosures about assumptions and that results are not guaranteed. </li></ul>
  9. 9. Service <ul><li>9. September – Take time to analyze your business, your staff, and your communications program with prospects and clients. </li></ul><ul><li>10. October – Analyze new buyer objections and prepare to assist buyers. An example would be “We only want to look at short sales.” How do you explain short sales, show alternatives, and properly disclose the hazards of buying a short sale? </li></ul><ul><li>11. November - Vote! Add another layer of service for buyers by creating a client contact program that helps locate the right home for the buyer. You will raise your level of service and support for buyers and it will improve your results. </li></ul><ul><li>12. December – Revise your ‘seller moving and closing questions’ handout. </li></ul>
  10. 11. Managing Your P-L-A-T-$ <ul><li>Prospecting brings Leads, brings Appointments, brings Transactions, brings Dollars. </li></ul><ul><li>Manage the P and L and the rest takes care of itself. </li></ul><ul><li>In this market you need a bigger pipeline of P and L for correct “deal flow.” If you can’t beat the market, then bend your expectations…. </li></ul><ul><li>Action Steps: </li></ul><ul><ul><li>Work earlier and later </li></ul></ul><ul><ul><li>Make less $$$ </li></ul></ul><ul><ul><li>Spend less on personal to fund essential business expenditures </li></ul></ul><ul><ul><li>Be prepared to change: Stay curious </li></ul></ul>
  11. 12. SUCCESS STATEGY #1– LOW TECH! WHAT IS YOUR ‘X’ FACTOR? SOMETHING ‘EXTRA’? <ul><li>Charisma and Systems Example: Homebuyers and Sellers </li></ul><ul><li>–    Are you fun to work with? </li></ul><ul><li>–    Catered lunch on move-in </li></ul><ul><li>–    Secret list of handymen, service people </li></ul><ul><li>–   Handwritten notes </li></ul><ul><li>– Great memory - staying in touch </li></ul><ul><li>–    Welcome party with wine and cheese - color flier- how to! </li></ul><ul><li>Remember: Anything works, nothing doesn’t! </li></ul><ul><li>  </li></ul>06/08/09
  12. 13. “ THE MOST VALUABLE PART OF BEING EXPERIENCED IS NOT THE EXPERIENCE, IT’S THE CONTACTS” <ul><li>Do something. Be personal, repetitive and cost effective. </li></ul><ul><li>Once is not enough! </li></ul><ul><li>Have a series of messages, ready to send. </li></ul><ul><li>Anything works…nothing doesn’t. </li></ul>06/08/09
  13. 14. YOUR REFERRALS ARE IMPORTANT 06/08/09 Your Name Your Address Your Phone   Dear Bob and Mary,   I just reviewed my business for the year and found an amazing surprise!   Over 61% of my business came from past customers and repeat business. I certainly couldn’t be having my best year ever without the support of important people like you!   Thank you for keeping me in mind and for mentioning me to your friends, neighbors and relatives.   With your help I can continue to serve with even better results! All the best, YOUR NAME
  14. 15. 06/08/09 Dear Bob and Mary,   Welcome to your new home!   William Shakespeare once said “When I was at home, I was at a better place.”   I truly hope you are finding your new home to be a “better place.”   My interest in your complete satisfaction continues.   All the best,   Dave Beson Your Name Your Address Your Phone  “ Seven Year Follow-Up” – LetterWriter™ Month# 1
  15. 16. “ SEVEN YEAR FOLLOW-UP” MONTH #25 LETTERWRITER™ 06/08/09 Your Name Your Address Your Phone  Dear Bob and Mary, As you begin the third year in your new home, may I suggest that you begin a new family tradition? Take your family out in front of the house and make a picture. Each year, repeat this activity. As the years go by you’ll notice that your family changes, and your landscaping changes, too. Oh, there are many changes in the real estate marketplace, too. My job is to keep you informed! All the best!   Dave Beson
  16. 17. SUCCESS STATEGY #1– LOW TECH! WHAT IS YOUR ‘X’ FACTOR? SOMETHING ‘EXTRA’? <ul><li>Charisma and Systems Example: Homebuyers and Sellers </li></ul><ul><li>–    Are you fun to work with? </li></ul><ul><li>–    Catered lunch on move-in </li></ul><ul><li>–    Secret list of handymen, service people </li></ul><ul><li>–   Handwritten notes </li></ul><ul><li>– Great memory - staying in touch </li></ul><ul><li>–    Welcome party with wine and cheese - color flier- how to! </li></ul><ul><li>Anything works, nothing doesn’t! </li></ul><ul><li>  </li></ul>06/08/09
  17. 18. SUCCESS STRATEGY #2: DEMONSTRATE YOUR “REAL TIME RESULTS.” <ul><li>Exceed customer expectations. </li></ul><ul><li>Meet or beat deadlines for information, photos, Internet and email response. </li></ul>06/08/09
  18. 19. IMPROVE YOUR PROMOTIONS <ul><li>“ Just enough, just in time, just for you” </li></ul><ul><li>Digital Camera - Condition the home with your camera </li></ul><ul><li>“ How shall I explain this to buyers?” </li></ul><ul><li>“ Which of these defects would you like to eliminate before the buyer takes their discount?” </li></ul>06/08/09
  19. 20. CT Rally Special! BUY 2 - GET ONE FREE! $398 TEAMS… Get all 6 for $697. Coaching starts soon. WOW! Agent Rescue Plan ____ (Plus $15 Shipping) e LetterWriter HP Document Assistant
  20. 21. SUCCESS STRATEGY #3: PROFIT WITH THE WEB. 99% USE WEB BEFORE THEY CALL US. <ul><li>NO CLICKS! </li></ul><ul><li>Most important info ABOVE THE FOLD </li></ul><ul><li>Yourname.com </li></ul><ul><li>Other names at Register.com </li></ul><ul><li>DaveBenson.com, DaveBeson.com, DaveBeason.com, DaveBeeson.com </li></ul><ul><li>Connect to PDA with Button:   “Please contact me” </li></ul>06/08/09
  21. 22. “ THE MOST VALUABLE PART OF BEING EXPERIENCED IS NOT THE EXPERIENCE, IT’S THE CONTACTS” <ul><li>Do something. Be personal, repetitive and cost effective. </li></ul><ul><li>Once is not enough! </li></ul><ul><li>Have a series of messages, ready to send. </li></ul>
  22. 23. Connecting a Letter at a Time! <ul><li>Do something now that will make your business easier! </li></ul><ul><li>Gold mine referral program in #3 is super-powerful. </li></ul><ul><li>Let’s see how top agents are doing it right now… </li></ul>
  23. 24. CT RALLY SPECIAL: BUY 2 - GET ONE FREE! $399 Get all 6 for $697 Coaching included FREE for 10 weeks! $1800 value… Agent Rescue: All the products JUST $59 a month TODAY! Satisfaction Guaranteed $15 Shipping e LetterWriter HP Document Assistant
  24. 25. Competitive Pricing: 66 Day Goal
  25. 26. Marketing Surge Plan Works Activity
  26. 27. SUCCESS STRATEGY #4: SCRIPTS FOR SUCCESS <ul><li>What if Doctors didn’t practice their surgery? </li></ul>06/08/09 Snow Day Winning takes training!
  27. 28. BETTER OFFERS <ul><li>Obtain written reasons from the buyer for offering less than full price. </li></ul><ul><li>“ I’ve asked the buyer to write you a letter regarding why they prepared the offer the way that they did. They prepared this for you - (show handwritten letter).” </li></ul>06/08/09
  28. 29. BUYER MOTIVATION TEST <ul><li>“ On a scale of one to ten, ten being ready to buy a home today, how would you rate yourself?” (Oh, about a six, I guess.) “Thank you. Out of curiosity, what would it take to make you a TEN?” </li></ul>06/08/09
  29. 30. EXPIRED LISTINGS <ul><li>“ I’m calling not to list your home, but just to let you know that I’d be interested in exchanging your ideas on why your home hasn’t sold… for ideas on how it could be sold.” </li></ul><ul><li>Write them ten times and never call. </li></ul><ul><li>When they call, go see them. </li></ul><ul><li>“ What one thing is most important to you?” </li></ul>06/08/09
  30. 31. LOW OFFER FROM SPECULATOR <ul><li>“ If we didn’t have this offer and we got together to adjust your market position, relative to price, what would we do? Let’s decide that now, before we look at the offer. We can benefit tonight from a realistic look at the facts.” </li></ul><ul><li>Use the low offer as a chance to review the market and adjust position. “This offer is too low! Really, so that I can better understand, may I ask, how much too low is it?” </li></ul>06/08/09
  31. 32. SELL IT OR KEEP IT. <ul><li>“ Tonight we’re looking at an offer to purchase. Although it may not be at the price we’ve dreamed about, or hoped for, there are some facts to consider. You don’t want the house, I don’t want the house, and no one else in the market wants any of the houses on this street. Except this buyer, who wants your house, THIS MUCH. We’re deciding whether to let him have it, or to keep it!” </li></ul>06/08/09
  32. 34. My role is to interpret the market for you!
  33. 35. Your Neighborhood! We can ask any price! $274,000 - $309,000 $327,000 Expired $309,000 Price reduced $289,000 Just listed! $274,700 SOLD!!!
  34. 36. Timing is Everything June 8, 2009
  35. 37. New Reality: Do 12% of Agents… Do 80% of the business? <1 Sale 5-10 Sales 1-5 Sales 5-10 Sales 10 or more Sales
  36. 38. How to Get Your Listing Sold! WINNER! Merchandising Condition Poor pricing Poor Merchandising Good pricing, merchandising and YOU!
  37. 39. Managing Your P-L-A-T-$ <ul><li>Prospecting brings Leads, brings Appointments, brings Transactions, brings Dollars. </li></ul><ul><li>Manage the P and L and the rest takes care of itself. </li></ul><ul><li>In this market you need a bigger pipeline of P and L for correct “deal flow.”If you can’t beat the market, then bend your expectations…. </li></ul><ul><li>Action Steps: </li></ul><ul><li>Work earlier and later </li></ul><ul><li>Make less $$$ </li></ul><ul><li>Spend less on personal to fund essential business expenditures </li></ul><ul><li>Be prepared to change </li></ul><ul><li>Stay curious </li></ul><ul><li>Health: physical, mental </li></ul>
  38. 40. PROFIT, and Business Plan: <ul><li>My Transaction Goal for 2009 is ______ listings, _______ sales. </li></ul><ul><li>My goal income is $ ________ gross commissions. </li></ul><ul><li>My expenses are: </li></ul><ul><li>Office Expense $ ______ </li></ul><ul><li>Business Promotion $_______ </li></ul><ul><li>Insurance $ _______ </li></ul><ul><li>Other $ ______ </li></ul><ul><li>Taxes $ ______ </li></ul><ul><li>First class fund $_______ </li></ul><ul><li>Debt Reduction $______ </li></ul><ul><li>Savings $ ______ </li></ul><ul><li>401k/Retirement $______ </li></ul><ul><li>My profit goal, above and beyond these items is $ _______. </li></ul>
  39. 41. MANAGE THE PRESENT BETTER THAN EVER BEFORE! <ul><li>THE FUTURE IS UNCERTAIN! </li></ul><ul><li>I plan to survive 2009, grow in 2010, and thrive in 2011. SOONER IS BETTER! </li></ul><ul><li>I accept the challenge to improve my business, my prospecting, and my knowledge base in a challenging market in order to be paid at a higher rate as the market recovers. </li></ul><ul><li>“ Buy land. They quit making the stuff.” Paraphrase of Will Rogers. </li></ul><ul><li>Sailors Motto: “When there is no wind, I row!” </li></ul>
  40. 42. Use YOUR NUMBERS! <ul><ul><li>BUSINESS PLAN: My transaction plan for next year, starting now. (Figures used for illustration purposes. Use YOUR NUMBERS!) </li></ul></ul><ul><ul><ul><li>Listings: 18 taken, 12 sold and closed. </li></ul></ul></ul><ul><ul><ul><li>Sales: 18 sold, 12 closed. </li></ul></ul></ul><ul><ul><ul><li>Average price: $299,000 (10% higher than my market average). (If your average price is lower, you will need more transactions, won’t you?) </li></ul></ul></ul><ul><ul><ul><li>Average commission: $5.5% (10% higher than the market average). Approximately $5,700 per side to me. $136,800 gross commission. </li></ul></ul></ul>
  41. 43. Key ways to ensure these transactions: <ul><ul><ul><ul><li>LetterWriter 7 Year Follow-Up with all buyers and adopted buyers. Past buyers (100), plus new buyers and adopted buyers (24) = 124 x 12 letters x 65 cents = $1,200 (approx.) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Expired prospecting, open house follow-up, favorite home on the block are additional business sources. Add as needed! 100 targeted clients x 12 letters per year = 1200 letters x 65 cents= $800 (approx.) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>____ Postcards on Just Listed and Just Sold. ExpressCopy.com. $80 for 200 cards to 18 listings taken and 12 listings sold. $2,400. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Cause marketing. $100 per transaction donated to ____ charity. Sign rider used on all signs. Page on website regarding charity. Link for donations. Letter sent by charity to all prospects and customers/clients letting them know that a donation was made in their name. Budget: $1,200 – listings only or $2,400 each closed transaction. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Reading club. Every child of a home-buyer gets a Barnes and Noble card for $5. If they read a book and write a short report and send it to me, I send another card. They give the book to a neighbor or friend, and the same thing applies. My goal is to get them reading and get their parents happy about it. Budget: $500. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Advertising: Printing, advertising, etc. Miscellaneous advertising for $100 per listing = $2,400. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Total expenses: $9,800. Monthly amount $820. Percent of gross commission: $9,800/ $136,800= 7% of GCI.___% of GCI. </li></ul></ul></ul></ul>
  42. 44. “ THE MOST VALUABLE PART OF BEING EXPERIENCED IS NOT THE EXPERIENCE, IT’S THE CONTACTS” <ul><li>Do something. Be personal, repetitive and cost effective. </li></ul><ul><li>Once is not enough! </li></ul><ul><li>Have a series of messages, ready to send. </li></ul>
  43. 45. Connecting a Letter at a Time! <ul><li>Do something now that will make your business easier! </li></ul><ul><li>Gold mine referral program in #3 is super-powerful. </li></ul><ul><li>Let’s see how top agents are doing it right now… </li></ul>
  44. 46. Competitive Pricing: 66 Day Goal
  45. 47. Marketing Surge Plan Works Activity
  46. 52. Objective Criteria: Seller INVOLVED!
  47. 53. GETTING INVENTORY:FSBO <ul><li>“ Why have you chosen to market your home without the services of a realty professional?” </li></ul><ul><li>“ If there was a way to sell your home and pay no fee, would you be interested?” </li></ul><ul><li>If you sell your home, where would you like to move to? Can I assist you on that end, with no charge to you? </li></ul>06/08/09
  48. 54. FUN SCRIPTS <ul><li>“ If you see a house you like, feel free to take a picture.” (Giveaway Camera Gives Interest Level) </li></ul><ul><li>“ Your home is far too lovely to show in just one _______.” (Conditioning.) </li></ul><ul><li>“ If it’s okay I’ll ask you at every home if that is a home you want. If I forget, and you want it, please remind me to ask.” </li></ul>06/08/09
  49. 55. MOST IMPORTANT SOURCE OF BUSINESS <ul><li>Repeat, referral and levered referrals from raving fans </li></ul><ul><li>Stay in touch </li></ul><ul><li>Say thank you </li></ul><ul><li>Remind them of what you have done for them </li></ul><ul><li>Ask for their help </li></ul><ul><li>Be friendly and expect the best </li></ul>06/08/09
  50. 56. SUCCESS STRATEGY #5: CRM: CUSTOMER RELATIONSHIP MANAGEMENT <ul><li>‘ Action Plans’ - pre-written, pre-prepared, pre-determined </li></ul><ul><li>You have to STOP IT, rather than START IT </li></ul><ul><ul><li>All in-person contact easier after mail </li></ul></ul><ul><ul><li>“ How do these letters compare to the other letters you never sent?” </li></ul></ul>06/08/09
  51. 57. SUCCESS STRATEGY #6: MARKETING ALTERNATIVES: BUYER BEWARE! CUT WISELY <ul><li>Advertise Customer Centric Messages: Connect! </li></ul><ul><li>Think of a popular web-based product </li></ul><ul><ul><li>Dr. Neil Clark Warren </li></ul></ul><ul><ul><li>Compatibility test </li></ul></ul><ul><ul><li>Got it ??? </li></ul></ul><ul><ul><li>How did you hear of it? </li></ul></ul><ul><ul><li>Traditional media. </li></ul></ul><ul><li>Use ads and integrated ads and Internet to make the phone ring, make your email buzz </li></ul><ul><li>Do what works! What is the proven source? </li></ul><ul><li>Coldwell Banker.Com </li></ul>06/08/09
  52. 58. DO WHAT WORKS! You’ve had error messages that look something like this . . . 06/08/09 Snow Day
  53. 59. LESLIE EDWARDS, ATLANTA, $500,000 EARNER <ul><li>47 listings, 29 sales, $86,000 in EXTRA INCOME </li></ul><ul><li>“ I never call them! They call ME!” </li></ul><ul><li>Write on the 10 th expired letter – </li></ul><ul><li>“ THIS IS THE LAST LETTER…CALL ME NOW!” </li></ul><ul><li>Photo of home on envelope </li></ul>06/08/09
  54. 60. HONEY BEE ANDERSON, FAIRBANKS <ul><li>Held an OPEN HOUSE, Neighbors came over </li></ul><ul><li>“ Our REALTOR left the business…will you be our REALTOR?” </li></ul><ul><li>Adopt the orphaned buyer…36 letters/months later… </li></ul><ul><li>$14,000 in commissions </li></ul><ul><li>Who else was orphaned? HMMMM! </li></ul>06/08/09
  55. 61. Mike Hyles, Top 10 in World <ul><li>“ Thanks Dave. One letter, #83 got me a repeat customer who listed, and bought. Listing sold for $800,000. New purchase at $1,200,000. I earned over $65,000.” </li></ul><ul><li>“ Who else is in touch with customers for SEVEN YEARS?” </li></ul><ul><li>“ You make it easy.” </li></ul><ul><li>“ Write some more and I’ll buy them!” </li></ul><ul><li>He did! </li></ul>
  56. 62. Action Items For You TODAY! <ul><li>LetterWriter #2 - 7 Year Follow-Up and Expireds </li></ul><ul><li>NEW…LetterWriter Platinum. #1 Changing Market, Follow-up on Buyer Inquiry, Platinum Service, Teams, Designation Promotion…WOW! </li></ul><ul><li>LetterWriter Plus. #3 Gold Mine Referral, Open House Follow-Up, Favorite Homes </li></ul><ul><li>Coaching: Guarantee! </li></ul><ul><li>Super-Special: Buy two items, get one free. </li></ul><ul><li>Or, buy all for $697 and get coaching free! </li></ul><ul><li>Do Something Good for Your Business! </li></ul>
  57. 63. THE $3,000,000 CHALLENGE <ul><li>How much could a person spend with you in a lifetime? </li></ul><ul><li>Are you willing to give extra effort with someone who’s going to buy or sell a dozen homes with you? </li></ul><ul><li>If houses are $250,000 each, then 12 are $3,000,000. Purchases, sales and referrals. </li></ul>06/08/09
  58. 64. KNOCKOUT PRESENTATION:#7 NEIGHBORHOOD FACTS AND GRAPHS <ul><li>Easy, fast, colorful presentation, printed, or emailable </li></ul><ul><li>Personalized listing presentations </li></ul><ul><li>New! Imports data from your MLS to create… </li></ul><ul><ul><li>CMA and Pricing Presentation </li></ul></ul><ul><ul><li>Homebook in 3 minutes or less </li></ul></ul><ul><ul><li>Buyers Tour Book </li></ul></ul><ul><li>Go to eNeighborhoods.com or check the box on our form for info. </li></ul>06/08/09
  59. 65. SUCCESS STRATEGY #8: USE EMAIL TO CONNECT WITH LEADS, CUSTOMERS, AND REFERRALS. <ul><li>First, capture email addresses. </li></ul><ul><li>How? Quarterly calling program, add to all forms, note in palm pilot, beam your business card, </li></ul><ul><li>Next, develop content and send it </li></ul><ul><li>Survey results and ask for feedback </li></ul><ul><li>Keep it up – top of mind </li></ul>06/08/09
  60. 66. SUCCESS STRATEGY #9: ENTERPRISE COACHING <ul><li>The “NEXT LEVEL” -- Growth Cycles </li></ul><ul><ul><li>Focus and discipline to do ‘the right thing’ </li></ul></ul><ul><ul><li>Build value in your business </li></ul></ul><ul><ul><li>What is your resource for growth? </li></ul></ul><ul><ul><li>What system do you use to measure results? </li></ul></ul>06/08/09
  61. 67. SUCCESS STRATEGY # 10: FOCUS YOUR VISION <ul><li>80-20 says we create the most value and results in just 20% of the time </li></ul><ul><li>Doctor - “This handout explains how I work.” How do you work? </li></ul><ul><li>Key productive activities could be doubled, giving production and time off </li></ul>06/08/09
  62. 68. SUCCESS STRATEGY #11: YOUR PERSONAL ACTION PLAN <ul><li>Act as if… </li></ul><ul><ul><li>You were President </li></ul></ul><ul><ul><li>You were in charge </li></ul></ul><ul><ul><li>You were certain of the outcome </li></ul></ul>06/08/09
  63. 69. THE GAP <ul><li>80% of customers are satisfied </li></ul><ul><li>11% repeat </li></ul><ul><li>HOW TO CLOSE THE GAP? </li></ul><ul><li>Referrals – 15% will </li></ul><ul><li>Repeats – 15% will </li></ul><ul><li>Out of 100 customers 30% will </li></ul><ul><li>IF…you close the gap </li></ul>06/08/09
  64. 70. SUCCESS STRATEGY# 12: TURNAROUND YOUR BUSINESS <ul><li>Automate listing, marketing and client follow-up </li></ul><ul><li>Next 60 Days </li></ul><ul><ul><li>Goals and do list -- Let go of excess details </li></ul></ul><ul><ul><li>Improve the ‘look’ of your presentation </li></ul></ul><ul><ul><li>Create a pre-listing kit </li></ul></ul>06/08/09
  65. 71. STRATEGY #13 <ul><li>Integrity. </li></ul><ul><li>“ There is no such thing as a high level of integrity. You either have integrity, or you do not!” </li></ul><ul><li>Don’t sell yourself short </li></ul><ul><li>Growth systems are not for everyone. </li></ul>06/08/09
  66. 72. DON'T SELL YOURSELF SHORT! <ul><li>I bargained with life for a penny, and life would pay me no more, However I begged every evening, when I counted my miserable score. For life is an honest employer, who'll pay you whatever you ask; But once you have chosen the wages, you can earn no more at the task. So, I worked for a menial hire and found, much too late, I'm afraid, That any reward I'd demanded of life, life would have willingly paid.                 (Adapted from an unknown source.) </li></ul>06/08/09
  67. 73. REMEMBER: <ul><li>Our group coaching helps you build your business from the business plan to implementing auto-prospecting, to living life on the next level. </li></ul><ul><li>Don’t miss out. </li></ul><ul><li>Sign up for coaching now: $699 for 10 sessions of one hour each, every other week, by phone. Small group. </li></ul><ul><li>We’ll work with you! </li></ul><ul><li>Call Jessica at 1-800-242-3031 to get the COACHING SPECIAL. Call today, or tomorrow at the latest! </li></ul><ul><li>All the best, Dave </li></ul>
  68. 74. THE END <ul><li>Questions? </li></ul><ul><li>www.davebeson.com </li></ul><ul><li>See me at the table. Enjoy your lunch and our great day! </li></ul>06/08/09
  69. 75. Action Steps: <ul><li>3-2-1 for 90 days – Get a surge of confidence, preparedness, and “being on track.” By making small changes daily, every day, you can make big changes! </li></ul><ul><li>Budget $250 each closing for your “first class fund.” This will enable you to take advantage of opportunities or raise your business and life to “The Next Level.” </li></ul><ul><li>After 10 deals – you can do something great for your business such as buy the hottest new laptop and printer, or take a cruise. Whatever feels good – you’ve earned it! </li></ul>
  70. 76. To Grow <ul><li>Remember: Most major life gains are first preceded by discomfort. This axiom means that in order to grow and prosper, we must challenge our present reality. We must escape our current “comfort zone.” </li></ul><ul><li>Focus on dollar-productive activity with an eye toward continuous improvement. </li></ul>
  71. 77. To Be Completed at the seminar: <ul><li>Next FIFTY Transactions Worksheet </li></ul><ul><li>Profit Goal </li></ul><ul><li>S.W.O.T. Analysis. Discussion. </li></ul><ul><li>Use this information to help your personal production or team. </li></ul>
  72. 78. Next Fifty Transactions <ul><li>Don’t work on one deal at a time. Look at the big picture. </li></ul><ul><li>Try this: “I don’t need another deal!” </li></ul><ul><li>Now try this: “I don’t need another deal, I need fifty!” </li></ul><ul><li>Which sounds better? </li></ul><ul><li>NEXT FIFTY TRANSACTIONS: How many can you anticipate? </li></ul><ul><li>Name/Address Source Month Next Step ? </li></ul>
  73. 79. 7. <ul><li>Most people can’t get past this point….planning for MORE! </li></ul><ul><li>FSBO, EXPIRED PROSPECTING PLAN, OPEN HOUSE WITH FOLLOW-UP, SEVEN YEAR FOLLOW-UP MAILINGS, ASK FOR A REFERRAL, GOLD MINE REFERRALS, </li></ul>
  74. 80. 15. <ul><li>AVERAGE PRODUCTION IN THE USA is likely 5.5 transactions a year. To get this far, you’ll need more! </li></ul><ul><li>CALL SOMEONE SPECIAL EACH DAY, HAVE CLIENT BREAKFASTS, DO A SURVEY, REORGANIZE DATABASE, THINK 1, 2, 3. </li></ul>
  75. 81. 27+ <ul><li>YOU ARE IN THE TOP 5% of THE INDUSTRY. Now you look at WWW, VIRTUAL ASSISTANTS, MULTIPLIERS, BUILDERS, and MORE. </li></ul>
  76. 82. PROFIT, and Business Plan: <ul><li>My Transaction Goal for 2009 is ______ listings, _______ sales. </li></ul><ul><li>My goal income is $ ________ gross commissions. </li></ul><ul><li>My expenses are: </li></ul><ul><li>Office Expense $ ______ </li></ul><ul><li>Business Promotion $_______ </li></ul><ul><li>Insurance $ _______ </li></ul><ul><li>Other $ ______ </li></ul><ul><li>Taxes $ ______ </li></ul><ul><li>First class fund $_______ </li></ul><ul><li>Debt Reduction $______ </li></ul><ul><li>Savings $ ______ </li></ul><ul><li>401k/Retirement $______ </li></ul><ul><li>My profit goal, above and beyond these items is $ _______. </li></ul>
  77. 83. MANAGE THE PRESENT BETTER THAN EVER BEFORE! <ul><li>THE FUTURE IS UNCERTAIN! </li></ul><ul><li>I plan to survive 2009, grow in 2010, and thrive in 2011. SOONER IS BETTER! </li></ul><ul><li>I accept the challenge to improve my business, my prospecting, and my knowledge base in a challenging market in order to be paid at a higher rate as the market recovers. </li></ul><ul><li>“ Buy land. They quit making the stuff.” Paraphrase of Will Rogers. </li></ul><ul><li>Sailors Motto: “When there is no wind, I row!” </li></ul>
  78. 84. Use YOUR NUMBERS! <ul><ul><li>BUSINESS PLAN: My transaction plan for next year, starting now. (Figures used for illustration purposes. Use YOUR NUMBERS!) </li></ul></ul><ul><ul><ul><li>Listings: 18 taken, 12 sold and closed. </li></ul></ul></ul><ul><ul><ul><li>Sales: 18 sold, 12 closed. </li></ul></ul></ul><ul><ul><ul><li>Average price: $299,000 (10% higher than my market average). (If your average price is lower, you will need more transactions, won’t you?) </li></ul></ul></ul><ul><ul><ul><li>Average commission: $5.5% (10% higher than the market average). Approximately $5,700 per side to me. $136,800 gross commission. </li></ul></ul></ul>
  79. 85. Key ways to ensure these transactions: <ul><ul><ul><ul><li>LetterWriter 7 Year Follow-Up with all buyers and adopted buyers. Past buyers (100), plus new buyers and adopted buyers (24) = 124 x 12 letters x 65 cents = $1,200 (approx.) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Expired prospecting, open house follow-up, favorite home on the block are additional business sources. Add as needed! 100 targeted clients x 12 letters per year = 1200 letters x 65 cents= $800 (approx.) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>____ Postcards on Just Listed and Just Sold. ExpressCopy.com. $80 for 200 cards to 18 listings taken and 12 listings sold. $2,400. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Cause marketing. $100 per transaction donated to ____ charity. Sign rider used on all signs. Page on website regarding charity. Link for donations. Letter sent by charity to all prospects and customers/clients letting them know that a donation was made in their name. Budget: $1,200 – listings only or $2,400 each closed transaction. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Reading club. Every child of a home-buyer gets a Barnes and Noble card for $5. If they read a book and write a short report and send it to me, I send another card. They give the book to a neighbor or friend, and the same thing applies. My goal is to get them reading and get their parents happy about it. Budget: $500. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Advertising: Printing, advertising, etc. Miscellaneous advertising for $100 per listing = $2,400. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Total expenses: $9,800. Monthly amount $820. Percent of gross commission: $9,800/ $136,800= 7% of GCI.___% of GCI. </li></ul></ul></ul></ul>

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