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Hosted by: Terri MurphyJanuary 28, 2015
Planning your way to more PROFITS in 2015
featuring strategies from
Power Brokers Who Know
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What did5 top power brokers
do to double and even tripletheir profitability in 2014?
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John Featherston President & CEO
RISMedia
Terri MurphyPresident
Terri Murphy Communications
Sandra SandersBroker|Owner
RE/MAX Estate Properties
Jeff SpositoPresident and Founder
J. Rockcliff Realtors
Dan ForsmanPresident & CEO, Berkshire Hathaway
HomeServices Georgia Properties
Paul WellsBroker|Owner
RE/MAX of Barrington
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Profit Strategy #1
Help agents start 2015 off on a profitable path with
a comprehensive business plan
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• Former Boutique Business Owner
• Practicing Agent
• Previously Vice-President for Sotheby’s Intl.
Nick French
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“Most brokerage companies do not take an active role in assisting their agents in a comprehensive
business plan for their year.”
Nick French
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• Identify your middle producing agents that have the potential to close an additional 3-5 sales in 2015 and assist them with consistent coaching to keep them focused on dollar productive activities
• Identify your non-producers who are diminishing your brand and bottom line. Use coaching to grow them to becoming a profit center
Seven Types of
Differentiation
Convey Differentiation
In Your Marketplace
• PRODUCT
• EXPERIENTIAL
• RELATIONSHIP
• PROCESS
• TECHNOLOGY
• MARKETING
• PRICE
BROKER PROFITABILITY SERIES 2015
BROKER PROFITABILITY SERIES 2015
• What’s in it for your client and AGENT that is directed to what they identify as their value proposition in their service offerings?
• Identify your company’s Value Proposition
for your agents and their
buyers and sellers
Re-Build & Re-Launch Your Personal Brand
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Help Them Build a REAL Business Plan
• Help them plan for where they want to befinancially
• Assist them to write them down with details
• Help them to build a plan to get results
• Provide accountability to help them execute their plan!
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Help Them Build a REAL Business PlanAgent Name
Agent Name
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Mastering Dollar Productive Time
• Review daily activities regularly
• Set specific goals with a detailed action plan & worksheet
• Focus them on working within their budget
• Spend designated time to mentor agents to work ON their business as well as IN their business
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Mastering Dollar Productive Time
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Profit Strategy #2
Help agents to develop lead generation & CRM
segmentation campaigns
Dan ForsmanPresident & CEO
Berkshire HathawayHomeServices
Georgia Properties
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• CRM is the most important technology
• Help agents to manage people and property
• Support the development of a daily
contact plan
• Focus on 50 not 5,000
SURGE Campaign To Drive Leads!
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BHHS Georgia - Finishing Strong
Business Planning Event - October 2014
• Over 800 agents in attendance!
• Broker meetings with agents
• Launch a “SURGE” Campaign
• Help organize & produce local workshops
• Hold Surge Success Celebrations between Halloween and Thanksgiving
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BROKER PROFITABILITY SERIES 2015
Profit Strategy #3
Retaining &
Growing Agents Paul Wells
RE/MAX BARRINGTON IL.
I send a quick jolt of caffeine out every Monday.
Here is a sample…
The first is a Thank You letter combined with a
Market Conditions report.
Good morning!It's hard to believe but January is almost over!This month went so fast that I did not get a chance to keep in touch
with my clients or my database as I should have.
You may be in the same situation.
With that in mind, a few items are attached which should help you.
HELP AGENTS TO STAY CONNECTED
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We create these stats every month based on info from our MLS.
---------------------------------------------------
Good morning!
The final numbers are in and 2014 has proven to be a year with growth and stability.
With current inventories close to this time last year, the average sales price of a home was up by almost 5% from
2013. The number of units sold was down by 6% due in part to the very late arrival of spring weather in 2014.
While months supply and market time are both down considerably from last year and with a little cooperation
from mother nature, this spring should surpass last year numbers.
Interest rates are cooperating as well with 30 fixed rates hovering around the 4% mark. As an agent,
these numbers are the perfect tool for you to show that you are the expert.
Memorizing a few of these stats will help your clients realize that you know the market better
than your competition. Take a good look and keep a copy of the Hot Stats ready to give to your database.
These last few years have proven that real estate is still and will remain a very hot topic at the dinner table of
most Americans. Your knowledge is important to the decisions they make today and in the future. Share what
you know with everyone that you can so that you can grow your business in 2015!
And here is the chart showing sales by month for the same period.
Another chart that may help your clients understand the general market trend is a look at total sales from 2005
through 2014.
The chart below is a great barometer of annual sales. Use this to reinforce your expertise.
HOT STATS-ENTIRE MLS thru December 2014 (single family detached homes)
2014 2013 2014 vs. 2013
Active Listings 40,075 39,002 2.75%
True Inventory (less under contract & temp off) 27,934
Average Active Price (actives) $349,803
Average Market Time (actives) 202
Sold last month 5,796 5,863 -1.14%
Homes Under Contract Last Month 5,194 3,866 34.35%
New Listings last month 6,024 5,649 6.64%
Sold Year to Date 72,830 77,592 -6.14%
Average Market Time for 2014 (sold) 101 113 -10.62%
Average Sold Price YTD $263,541 $251,463 4.80%
Months Supply 5.5 7.9 -30.38%
30 Year Fixed Rate 3.83 4.48 -14.51%
This information is provided by MREDllc and is not guaranteed.
The update closes with…
“2015 is gearing up to be a fantastic year!Your job is to bring the market and your database the BEST & LATEST information so they know you are the expert! Attached are the charts and graphs to help take your business to the next level. Use them wisely and often!If I can do anything to help, just ask! Thanks!”
Paul Wells
• Offer in-house services that include after listing and after closing systems to retain and nurture repeat business and referrals
• Initiate Report Systems that Agents can use monthly to stay relevant and connected
• Deploy a “New Ideas Forum”
Offer Administration Services: Keep Agents Focused on Listing & Selling
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• Management by walking around
• Constant contact with agents
• Recognize and respond to their different generational values
• Stop, look and listen
• Lead by example
• Recognize agent progress
• Help the team leader and their members
Retention
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Profit Strategy #4
Provide and/or
Support
Coaching Services
Jeff SpositoPresident and Founder
J. Rockcliff Realtors
• Start with a “Kick Off” Event
• Evaluations with
Outside Consultants
• Engage Outside Coaching Services
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BROKER PROFITABLITY SERIES 2015
Kick Off EventNew Year’s in October
• At a hotel
• Big energy
• Recognition of agents
• Hear from panel of agents
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• Become more “Value-Able” by adding services & recognition
• Create Golden Handcuffs systems and services
• Become an integral part of their business service model
Agent Services
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Profit Strategy #5
Provide Time-Saving, Highly Convenient
Agent Services
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Sandy SandersREMAX Estate Properties
• New systems for prospect engagement: drone videos – aerial videos
• Offer VIDEO services for agents for instant uploading services
• Promote text vs. email programs
Resources to help create differentiation and value
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BROKER PROFITABLITY SERIES 2015
They provide a video facility with green screen
SURGE Campaign To Drive Leads!
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Q&A
Questions? Comments?Secret confessions?
Contact Point2 any time, toll-free at:
888-277-9779
or email me at:[email protected]