Adorna Carol REBAC Camp

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  • 1. Camp REBAC Course Provider Symposium: Winter 2011
  • 2.
    • Create specific marketing plans for revised/new courses from the REBAC license, including courses from CRB
    Goal for Today’s Class
  • 3.
    • We’ll review and discuss:
      • REBAC administrative updates
      • e-PRO®
      • BPOR
      • RPR
      • Green
    How We Will Meet Our Goal
  • 4. How We Will Meet Our Goal
    • We’ll learn about 8 CRB courses:
      • Business Planning for Maximum Results
      • The A.R.T. of Recruiting
      • Tech Tools and Tips for a Successful Business
      • Sales Leadership that Drives Performance
  • 5. How We Will Meet Our Goal
      • Real Estate is Risky Business!
      • Position Your Business for Profit
      • Marketing Strategies that Deliver Results
      • Understanding and Leveraging Teams
  • 6. How We Will Meet Our Goal
    • We’ll get started with a discussion of marketing with Adorna Carroll
    • And we’ll break for lunch at 11:30 a.m.
  • 7. How We Will Meet Our Goal
    • At 12:15, we’re hosting a broker education discussion panel with two local brokers + NAR staff:
      • Cheryl Mitrick , Real Tek Realty
      • Josh Weinberg, Weinberg Choi Realty
      • Jeff Young, RPR TM
  • 8. How We Will Meet Our Goal
    • Then the rest of the day is with Adorna and developing specific marketing strategies for the courses we reviewed
  • 9. Timed Outline for Today 8:30 – 9:30 REBAC admin review + BPOR and e-PRO Dawn Headtke and Heidi Henning 9:30 – 9:45 15-min. break 9:45 – 10:15 Green, RPR + new courses Kristen Short 10:15 – 11:00 CRB courses Ginny Shipe 11:00 – 11:30 Marketing with Adorna Adorna 11:30 – 12:15 45-min. lunch 12:15 – 12:30 Broker education discussion panel Adorna plus panel 12:30 – 2:00 Marketing with Adorna Adorna 2:00 – 2:15 15-min. break 2:15 – 4:30 Marketing with Adorna Adorna
  • 10. Before We Get Started
    • This conference room is surrounded by CCIM work areas.
    • If you need to take a phone call or catch up with your colleagues, please do so in the CCIM lobby. Thanks for your understanding!
  • 11. 2012 REBAC Royalty Discounts January Green, 100, 200, 300 50% discount February ABR ® Designation Course 50% discount March SRES ® Designation Course 50% discount April Green, 100, 200, 300 50% discount September Green, 100, 200, 300 50% discount October ABR ® Designation Course 50% discount November SRES ® Designation Course 50% discount
  • 12. 2012 CRB Royalty Discounts
    • From Jan. 1 – Mar. 31:
      • $75 per student, per course
    • From Apr. 1 – Dec. 31:
      • $100 per student for the first 20 students
      • For classes where there are 20+ students, the royalty for the first 20 students is $100 per student; the royalty for the remaining students is $75 per student.
  • 13. REBAC Going Green
    • Please submit rosters using Excel spreadsheet, which you can download from CPR
    • All that we need mailed are the instructor evaluations plus royalty check
  • 14.
    • REBAC has cadres of active instructors to choose from for each course
    • To see the instructor lists, refer to the Course Provider’s Resource (CPR) page
    Hiring an Instructor
  • 15.
    • If you want to hire a NEW instructor:
      • Send Dawn an e-mail confirming that you will be hiring the instructor
      • Instructor must audit live presentation
      • Dawn will request permission for the instructor to audit
    Hiring an Instructor
  • 16.
    • Course providers (not REBAC) contract with instructors to teach our courses
    • Things to negotiate:
      • Fees
      • Expenses
      • Dates/times
      • Assisting in marketing
      • Other?
    Hiring an Instructor
  • 17.
    • Instructors will conduct themselves in a professional manner.
    • NO selling of products
    • NO disparaging of NAR, its courses, and designations/certifications
    • Respect copyright materials, trademarks, logos, etc.
    Hiring an Instructor
  • 18.
    • Webinar training is available for:
    Instructor Webinar Training
      • BPOR
      • Generation Buy
      • RPR TM
      • HAFA
  • 19.
    • NAR certification program with technology and social media focus
    • Applicable to both U.S. and Canada
    • 2-day program with Day 1 available in classroom and online formats
    e-PRO ®
  • 20.
    • Day 2 Online is currently approved for CE
    e-PRO ® Alaska Alabama 6 hours 6 hours California 8 hours Florida 8 hours Georgia Indiana 6 hours 8 hours Kansas 8 hours Maine Minnesota Nevada 2 hours 8 hours 3 hours Oklahoma 8 hours Rhode Island 8 hours Texas 8 hours Washington 8 hours
  • 21. e-PRO ® —WIIFM (What’s In It For Me?)
    • Get up to speed on all the tech tools to thrive in today’s market
    • Differentiation as e-PRO ® in White Pages at Realtor.com
    • Free Webinars
  • 22. e-PRO ® —WIIFM
    • Customizable marketing materials
    • Online referral directory
    • Customizable press release
    • Downloadable certificate
    • No annual dues required
  • 23.
    • Incorporate a YPN technology expert panel into the Day 1 classroom
    • Promote at RE Bar Camps
    e-PRO ® —Innovative Practices
  • 24.
    • Resources permitting, have a staff person create a hashtag for the class and send tweets w/content from class
    e-PRO®—Innovative Practices
  • 25.
    • Ask the instructor to organize a Tweetup before or after class
    • If you have a computer lab, consider having Day 2 in the lab with the instructor on hand to answer questions
    e-PRO ® —Innovative Practices
  • 26.
    • Newest certification program from NAR
    • Applicable primarily in the U.S.
    • One-day class + one-hour Webinar + $199 application fee
    BPOR
  • 27.
    • To be eligible to receive BPO orders, REALTORS ® must:
      • Be licensed for at least two-and-a-half years
      • Have an E&O policy with $250,000 min. coverage per incident and $500,000 aggregate max.
    BPOR
  • 28.
    • REALTORS® who meet eligibility requirements receive BPO orders from leading BPO management companies
    • Differentiation as BPOR at REALTOR.com® and REALTOR.org
    • Use of BPOR logo and name
    • Free BPOR webinars
    • Downloadable BPOR certificate
    • Customizable press release
    BPOR—WIIFM
  • 29.
    • Sponsor REBAC’s Short Sales and Foreclosures Course + BPO Course in lieu of 3 webinars for SFR certification
    • Organize a BPO expert panel so that students can hear first hand from practitioners in the field
    BPOR—Innovative Practices
  • 30.
    • 3-day designation program rewritten this year with residential focus:
      • Green 100: Real Estate for a Sustainable Future
      • Green 200: The Science of Green Building
      • Green 300: Greening Your Real Estate Business
    • Applicable primarily in the U.S.
    Green
  • 31.
    • What % of detached single-family homes in Nevada are ENERGY STAR qualified homes?
      • .002%
      • 3.6%
      • 13.8%
      • 29.7%
    Green
  • 32.
    • Top 15 states where green-certified homes are growing percentage of overall single-family detached housing stock are:
    Green 1. Nevada 2. Hawaii 3. Alaska 4. Arizona 5. Texas 6. Vermont 7. Iowa 8. Massachusetts 9. Delaware 10. New Jersey 11. Utah 12. Oregon 13. New York 14. Colorado 15. District of Columbia (California is #16)
  • 33.
    • MLSs are implementing searchable fields for green certifications and green features.
    • We’re also observing change to building codes across the U.S.
    • These changes = training opportunities for associations and boards and for NAR’s Green Designation.
    Green
  • 34. Green—WIIFM
    • e-Newsletter keeps you up-to-date with green industry trends, terminology, and changes
    • Placement in 4 directories:
      • Realtor.com
      • Realtor.org
      • GreenREsourceCouncil.org
      • GreenHomeGuide.com (from the U.S. Green Building Council)
  • 35.
    • Free monthly industry Webinars
    • Customizable PowerPoint® Presentations
    • Customizable marketing materials that can be ordered from a FSC-certified printer
    Green—WIIFM
  • 36.
    • Invite an energy rater (www.resnet.us) or remodeler who specializes in green (use directory at www.usgbc.org) to speak to class about low-cost solutions to “green up” a home
    Green—Innovative Practices
  • 37.
    • If there are local home builders implementing green features or pursuing green-certified homes, consider a field visit. One trainer in Austin, TX taught Green 100, 200, and 300 at a green ranch farm and learning center.
    Green—Innovative Practices
  • 38.
    • 3-hour course
    • Applicable in the U.S. only and ideal
    • Shows how to leverage RPR TM analytical tools and reports in listing presentations and buyer counseling sessions
    RPR TM : Real-Time Data, Market Knowledge, Informed Consumers
  • 39.
    • Step-by-step instructions on how to run the seller's report, property report, and market activity report
    • Scripts to counter consumers who say “But this Web site says my house is worth more…”
    RPR TM —WIIFM
  • 40. CRB Course Licensing REBAC Camp December 8, 2011  Chicago, IL
  • 41. Today’s Schedule CRB Council: 101
  • 42. Our Composition
    • Affiliate of NAR
    • 501(c)(6) not-for-profit
    • Staff: 4 FT / 1 PT
    • 14 Board Members
    • 4 Committees / 47 Volunteers
    • 52 Instructors (pending)
    • 6,000 members
  • 43. What is the Designation?
    • Certified Real Estate Brokerage Manager
  • 44. Setting the stage …
  • 45. Hello? Anyone there? About 1 in every 11 Members is a Brokerage Manager or Owner
  • 46. Hello? Anyone there? Yet the Bulk of Education, Sharing & Resources are designed for the Agent Population
  • 47.  
  • 48. Research Reveals …
  • 49. What Worry Wakes…
    • Brokerage Owners & Managers:
    • Keeping the Doors Open
    • Sustaining a Competitive Advantage
    • Managing Personalities & Conflict
    • Keeping on Task and on Plan
    • Improving Profitability
    • Team Leaders:
    • How to Manage Others
    • Sticking to my Business Plan
    • Turning a Profit with all these Assistants
    • Protecting my Business
    • Compensation Plan Strategies
  • 50. Your Feedback Reveals
  • 51. On Stakeholder Expectations? No Class Today! Welcome to Your Training Center! Are You Delivering? Take One CRB Class Every Three Months for Maximum Results
  • 52. Way Back When… There was a time when licensing CRB courses required much risk on the part of sponsoring organizations. This is simply no longer the case. Now when you partner with The CRB Council - it will work out !
  • 53. Delivery Models BLENDED LEARNING OPPORTUNITIES
  • 54.  
  • 55.
    • Hands-on & interactive recruiter’s workshop.
    • Activities-based Course full of best practices.
    • Walk through the stops of creating a Recruiting Action Plan.
    • Foundational & advanced strategies for creating a high energy office environment to attract potential recruits and retain existing productive associates.
    • Develop & learn winning dialogues & best practices that can immediately be implemented.
    • How to clean house & prepare your culture.
    • Strategically targeting & sourcing your “dream team”.
    • Clearly communicating your value proposition from the prospect’s perspective.
    • The mechanics & steps of the attraction based talent management process.
    • The essential elements of a successful interview – including “how to close”.
    • Effectively selecting for success and in-line with company values.
    • Proven dialogue, tips & best practices.
  • 56.
    • Now more than ever, brokerage managers and owners must carefully
    • navigate their firm through an alarming number of risks and liabilities.
    • Successful brokerages must employ solid risk management and
    • reduction practices to protect their company against significant losses,
    • lowered productivity and a damaged reputation. In this two day
    • workshop, course participants will gain valuable insight as to what types
    • of liabilities are found in everyday transactions and also within the
    • company’s day-to-day operations.
      • Learning to recognize common and uncommon potential areas of
      • brokerage liability.
      • Creating and implementing pro-active risk-shifting policies &
      • operational procedures.
      • Designing and facilitating a simple risk management brokerage
      • education track.
      • Further developing systems, resources and tools to better manage
      • potential risks.
      • Strategizing and Implementing a thorough brokerage risk management
      • strategy.
  • 57.
    • Strategic business planning and implementation are fundamental to the
    • success of any real estate company. The plan must be relevant and
    • address both internal and external changes and challenges.  In
    • addition, it must be guided by the company’s values and vision and be
    • executed so that every staff and/or team member is positioned to
    • optimize their contribution.  This two-day course provides a process for
    • developing a strategic business plan, guidelines for implementing that
    • plan and methods for how to apply the plan to real world situations.  
      • Creating a clear vision statement that guides the focus and
      • activities of all stakeholders.
      • Understanding the impact of external dynamics and internal
      • change within your business.
      • Developing action-oriented objectives and assigning
      • responsibility and accountability.
      • Examining the effects and planning impact of both
      • marketplace and company changes.
      • Establishing a control discipline to organize, implement and
      • manage the business plan.
  • 58.
    • In today's environment, profitability for many real estate businesses is razor-thin. A keen appreciation of the numbers behind the numbers will give you the edge you need. In this two-day workshop you will learn the critical decision-making tools needed to focus on increasing profits while offering superior services. Real life examples and case studies show how these techniques can be smoothly integrated into the daily operation of your business. You'll also discover how to set financial objectives to achieve superior performance.
    •  
      • Understanding basic financial statements and which ones to
      • keep your eyes on.
      • Implementing financial-based decisions to improve
      • productivity and profitability.
      • Identifying those factors affecting the value of a real estate
      • brokerage.
      • Calculating your firm’s breakeven point and forecast future
      • productivity and revenues.
      • Developing an expense budget and chart of accounts to
      • monitor your firm.
  • 59.
    • Today’s managers must deal with a myriad of leadership challenges, such as recruiting, managing turnover, training and mentoring; in addition to running a successful and profitable business. To succeed, you must develop and implement a leadership strategy that addresses these challenges and has the flexibility to adapt to different personalities and different situations.
      • Developing effective sales associates who are aligned
      • with the company’s culture.
      • Identifying and implementing the critical elements of a
      • learning program.
      • Understanding & adjusting your leadership style based
      • on the individual and the situation.
      • Developing the skills necessary to coach, mentor and
      • hold people accountable.
      • Aligning your recruiting & retention strategy as part of
      • the sales development process.
      • Harnessing performance strategies to ensure agents will
      • reach their full potential.
  • 60.
    • When used effectively, technology should generate sales, improve efficiencies, reduce costs, and enhance customer service. And in order to take full advantage of the technology available today, you must identify the needs of your agents and your business. This course will help you develop and implement a comprehensive technology strategy tailored to your specific company goals and marketplace. In this two-day interactive workshop, you’ll develop a system to evaluate and measure the efficiency of your plan in order to make the best decisions based on YOUR company’s needs.
      • Assessing technology tools for marketing, leads management, and
      • agent performance
      • Evaluating different communication tools, including new wireless
      • opportunities
      • Developing a plan for deployment of a company intranet and extranet
      • Discovering tips on key infrastructure and sales technologies
      • Reviewing guidelines and best practices benchmarked by successful
      • brokerages
      • Special segment on enhancing listing inventory marketing with
      • modern multimedia tools.
  • 61.
    • In many companies there are multi-agent teams running their own business within the brokerage. This two-day workshop puts you back, front and center, in front of these teams and team leaders as their mentor, consultant and business manager. This course is also good for those future team leaders who want to understand the team concept and the stages of growth of a successful team.
    •  
      • Developing a blueprint for a successful team model which includes job
      • descriptions.
      • Analyzing the growth stages of teams, how they form, and why some
      • fail.
      • Creating coachable moments for the growth plateaus experienced by
      • all teams.
      • Developing employment contracts that align with the company’s
      • policies.
      • Managing conflicts that arise within the brokerage due to teams and
      • their members.
      • Reviewing best practices in team management direct from other’s real
      • world experiences.
      • Creating team compensation plans that incentivize and maintain
      • profitability.
  • 62.
    • Today’s managers face the challenge of organizing, executing and measuring an effective marketing plan. Their strategy must optimize the firm’s resources and capitalize market opportunities while also considering the role of their agents. When this blend is well executed, the company’s brand is strengthened and agents enjoy reasonable autonomy. This course is structured to take you from marketing concepts to real world examples, and finally, to a customized, market-specific plan tailored to your company’s needs.
    •  
      • Understanding the customer in order to achieve the best ROI.
      • Assessing effectiveness of your current marketing plan and the degree
      • of agent alignment.
      • Creating a company specific Value Proposition and communicating it.
      • Understanding how to differentiate your company for Competitive
      • Advantage.
      • Identifying numerous ways to enhance brand awareness.
      • Aligning the company’s marketing efforts with those of individual
      • agents, and teams.
      • Examining the marketing best practices of other real estate
      • brokerages.
      • Utilizing planning template tools to create a company-specific
      • Marketing Plan.
  • 63. The Survey Says … 5.0 Scale / Cumulative Average since 2008
  • 64. The Bottom Line
    • Partnering with CRB will Significantly Impact your Organization and its Stakeholders
    • Increase Profits and Happiness at Work by:
    • Offering Best-in-Class Brokerage Education
    • Providing Resources & Best Practices
    • Developing New Profit Centers
    • Aligning with an Industry Leader
    • Delivering Value to Members
    • Offering Blended Learning Opportunities
    • Taking Little or No Risk
    • Gaining Increased Member Satisfaction
    • Refusing to Re-create the Wheel
    • Being an Innovative Leader
  • 65. Your Success Partner
  • 66. Building and Implementing an Effective a Professional Development Marketing Plan A Strategy for Growth
  • 67. Purpose of Today’s Workshop
    • Create a custom-tailored implementation plan for every NAR Certification Course and Designation Program that will
    • Provide the relevant business skills that today’s professionals need to succeed in the field
    • Foster a culture for advanced education
    • Provide a sustainable non-dues revenue stream and profitable department
  • 68.
    • Are you the wholesaler or retailer?
    • Identify your target audience(s)
    • Create a message that will grab them
    • Provide a WIIFM marketing “flyer”
    • How will you communicate the message
    • Who will be your best trainer for the subject
    • Develop a scalable budget
    • Establish pricing options, bundles, packages
    • How will you build an audience and profit
    • What other courses will you up-sell/cross-sell
    For each NAR elective, certification course and designation Course Business Plan Worksheet
  • 69. Course Business Plan Worksheet Wholesaler or retailer? Target audience(s) Grabber Msg WIIFM “flyer” Communicate Venues Best trainer(s) Budget Pricing options, audience/profit Up &cross-sell
  • 70. Pricing Incentives/Bundling
    • Scale the pricing: early, reg, walk-n
    • Bring a Buddy & Group Discounts
    • Add-On Options
      • Charge more/less for CE credits;
      • Charge more/less for workbooks, handouts
      • Audit Price for students re-taking designation/certificate
    • Raffle off a ½ off future designation courses
    • Raffle in class for to win their tuition back or get $$ back
    • Get sponsor for some tech toys raffle prizes
    • Sign up sheets at every event providing discounts for NOW Sign up for an more course – more $$$ off
    (c) 2010 Dynamic Directions, Inc. All Rights Reserved
  • 71. Profit-Planning Worksheet
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    • Fixed Costs
    • ……………………… ..
    • ……………………… ..
    • ……………………… ..
    • Variable per head costs
    • ……………………… ..
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    • ……………………… ..
    • ……………………… ..
    Compliments of Dynamic Directions, Inc. – DynamicDirections.com
  • 72. Profit-Planning Worksheet Examples
    • Base Cost Sales
    • Surcharge Sales
    • Sponsorships for current & future scholarships
    • Education Raffles
    • Vendor donations and raffle prizes
    • Fixed Costs
    • Room Rental
    • Equipment
    • Trainer & Travel, etc
    • Variable Costs per head
    • Course materials
    • Royalty Fee for course
    • Coffee Service
    • Add’l Catering – optional
    • Marketing & Promotion
    Compliments of Dynamic Directions, Inc. – DynamicDirections.com
  • 73. 2 Day Course - P&L Example Pricing = $149 early/discount; $199 target price; $249 reg price Compliments of Dynamic Directions, Inc. – DynamicDirections.com $150 P/L $200 P/L $250 P/L V-Exp F-Exp 25 $3750 -$4500 $5000 -$3250 $6250 -$2000 $2250 $6000* 30 $4500 -$4250 $6000 -$2700 $7500 $1200 $2700 $6000* 35 $5250 -$3900 $7000 -$2150 $8750 -$400 $3150 $6000* 40 $6000 -$3600 $8000 -$1600 $10000 $400 $3600 $6000* 45 $6750 -$3300 $9000 -$1050 $11,250 $1150 $4050 $6000* 50 $7500 -$3000 $10,000 -$500 $12,500 $2000 $4500 $6000* 55 $8250 -$3300 $11,000 -$550 $13,750 $2200 $4950 $6600 60 $9000 -$3000 $12,000 $0 $15,000 $3000 $5400 $6600 65 $9750 -$2700 $13,000 $550 $16,250 $3800 $5850 $6600
  • 74. 2 Day Course - P&L Example Pricing = $279 early/discount; $299 target price; $329 reg price; $349 walk-in Compliments of Dynamic Directions, Inc. – DynamicDirections.com $280 P/L $300 P/L $330 P/L V-Exp F-Exp 25 $7000 -$1250 $7500 -$750 $8250 even $2250 $6000* 30 $8400 -$300 $9000 even $9900 $1200 $2700 $6000* 35 $9800 $650 $10,500 $1350 $11,550 $2400 $3150 $6000* 40 $11,200 $1000 $12,000 $1800 $13,200 $3000 $3600 $6600 45 $12,600 $1950 $13,500 $2850 $14,850 $4200 $4050 $6600 50 $14,000 $2900 $15,000 $3900 $16,500 $5400 $4500 $6600 55 $15,400 $3850 $16,500 $4950 $18,150 $6600 $4950 $6600 60 $16,800 $4800 $18,000 $6000 $19,800 $7800 $5400 $6600 65 $18,200 $5750 $19,500 $7050 $21,450 $9000 $5850 $6600
  • 75. Evaluation Suggestions
    • Course Date: ______________________
    • Course Provider: ____________________
    • City/State: _________________________
    • Instructor: __________________________
    • I have been an active practitioner for :
    • 0-2 yrs 3-5yrs 6-10 yrs 11-20 yrs 20+ yrs
    • I am a: Broker Broker Assoc. Mngr Agt
    • Explain Other: _______________________
    • My primary business is: Res Comm Prop Mngmt REO Luxury other: ________
    • I have other designations-certifications:
    • ABR ABRM GRI SRES PMN SFR CIPS SRS ePRO CRS CRB CCIM CRP ALC SIOR CPM Other: ________________________
    • Course Rating: 1-6 OR
    • Below Av Average Good Very Good Excellent
    • What I liked most: _____________________________
    • _____________________________
    • What I liked least: _____________________________
    • _____________________________
    • Instructor Rating: 1-6
    • Below Av Average Good Very Good Excellent
    • Comments about Instructor: _________________________________
    • _____________________________________________________________ _________________
  • 76.
    • Strategic & Business Planning
    • Leadership Training
    • Business Consulting
    • ‘ Meetings in a Box’ – live virtual training
    • GRI & Continuing Education
    • Convention Programs
    • Course Development
    • Designation Course Training
      • ABR, ABRM, WCR Courses, Resort Course
      • SRS – Seller Representative Specialist
    Adorna O. Carroll Email: Adorna@Adorna.com (c) 2010 Dynamic Directions, Inc. All Rights Reserved DynamicDirections.com Training for Today’s Professionals