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REAL ESTATE ITS NOT AS WE KNOW IT
Matthew Hayson | ch.com.au
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> Going pro as an agent
> Agent vs. property based marketing
> Understanding the changing face of the ever dynamic
client
KEYS TO SUCCESS
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In my opinion our industry is over paid
so two things can happen, we either reduce fees or we lift our
skills and the
client experience.
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LETS GET THE BASICS
RIGHT
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> Strong personal brand, not hiding behind a company >
Nurture, nurture, nurture> Grit
!'HYHORSHGUHoQHGVNLOOV!&RQYLFWLRQFRQoGHQFHself-belief> Set
goals & standards!%XVLQHVVoWDFFRXQWDEOH> Mentors &
shared IP> Raving fans
PILLARS OF A PRO AGENT
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> BRANDChoose a high quality & consistent brand that will
provide a FRQoGHQWSODWIRUPJHW\RXWRWKHGRRU$EUDQGWKDWLV connected to
your community & demographic
> ADMINCreate an environment that allows you to focus &
thrive, & one that takes all the mundane off your desk
> CULTURESurround yourself with energetic, passionate &
ambitious people
CEMENT FOUNDATIONS
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> Great negotiation skills> Track record > Sound advice
& guidance > Smart strategy > Hyper local > High
quality marketing > Attention to detail > Open
communication> Strong relationships
A CLIENTS EXPECTATIONS
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ARE YOU READY?
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> Total immersion
> Set your pace NOW! (Hours you work, calls you make,
listings you manage)
> Be your demographic
> Think consistency and commitment in all aspects of your
life (dress, car, speech). Congruence is key!
> Fine-tune your skills
> Learn to adapt
> Embrace training, mentoring & imitation
> Seek out inspiration (Branson/Slater/ Murdoch/Woodman)
ITS ABOUT YOU
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> Our clients have changed
> Informed & knowledgeable
> Zero tolerance for fakes
> A return to boutique service & personal engagement
> Intuit, personal & impatient
> People-power, blogs & Social Media (be real)
> Multi-Dimensional (buyer, seller, tenant, landlord &
community)
ITS ABOUT NOW
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> Client management & clean, relational data
> Manage relevant follow up
> Understand the multi-dimensional nature of the client
> High quality communication/advice
> Constant data capture nurture daily
> Relevant, timely & personalised communication
> Be front of mind
ITS ABOUT RELATIONSHIPS
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> How easy is it to do business with you?
> How good are your weekly vendor reports?
> Do you meet enough people face to face?
> How strong is your strategic advice?
> How structured is your week?
!$UH\RXSURGXFLQJYLGHRVWKDWEHQHoW\RXUclients?
ARE YOU ENGAGED?
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> How quickly do you return calls/emails?
> Do you communicate with key clients every 3 days?
> Is it relevant, factual & humble?
> Do you contact clients after every OFI - with purpose?
> Do you do Saturday afternoon or Sunday call backs to take
advantage of weekend energy?
> Are you providing constant market commentary &
advice?
> Are you inviting clients to auctions, home opens &
events?
ARE YOU FAST & ACCURATE?
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> Are you building a trust based relationship?
> How easy do you make the process?
> Do you give honest & realistic price guides?
!$UH\RXpH[LEOHLQDUUDQJLQJDFFHVVWRDSURSHUW\"> How do you rate
your response & transparency?
> Do you make B+P & Strata reports available for
free?
> Do you provide comparable sales?
> Are your contracts easy to download/access?
> If you turned up at your open home - would you be
impressed?
HAPPY BUYER HAPPY SELLER
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THINK | ACT | DELIVER
AS A PRO
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SOCIAL MEDIA | Consider the relevance of each platform
CONSISTENCY | Any agent can publish a one-off newsletter
12 MONTH PLAN | Prevents you rushing deadlines
WORD OF MOUTH | Utilise testimonials in the right way
REPETITION | Roll out messages across multiple media
platforms
BE HUMBLE | Remember simplicity & humility at all times
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A SNAPSHOT OF MY
APPROACH
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> 30 people on 0 - 60 day SELLING A plans > 60 people on
60 - 100 day SELLING B plans > 200 people on 100+ day C plans
> 7 appraisals per week> 80 sales per annum> 2000 clean
& relational contacts on database
MY TARGETS
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> MH List & Sale Market Awareness Guidance
> 2 X ASSOCIATE AGENTS Buyers & OpensDatabase
> 1 X ADMIN MarketingProposals & ReportsGatekeeper
MY TEAM STRUCTURE
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> THINK AHEAD OF THE CURVESell 30+ properties p.a. 3+
appraisals per week
> TELLTALE SIGNSToo many buyers to keep up withNot
maintaining contact with past clients/top 100 Not engaging with the
community enough 1RWH[HFXWLQJDSHUVRQDOPDUNHWLQJSODQWish you could
over service your sellersWish you were running a high calibre
campaign Longing for time to re-energise & re-set goals
MY HIRING TIPS
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> MONDAY Calls, vendor feedback, deals, close
> TUESDAY Internal management & appraisals
> WEDNESDAY Mid week opens & buyer appointments
> THURSDAY Appraisals & buyer appointments
> FRIDAY Prepare for Saturday
> SATURDAY All day, 8am 6pm Opens, buyer calls,
offers/contracts, vendor feedback
> SUNDAY Family
MY WEEK
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> 4.15am Get up
> 5.05am At deskSet my tasks Set key outcomes Email EVERY
active clientEmail my team their tasks Network email
> 8.00am Team meetingAgree on tasks/outcomes Clear any
roadblocks
> 8.30am 5.30pm Normal day-to-day
> 5.30pm 7.00pm Planning & calls
> 7.30pm Home
MY DAY
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> BUY ANOTHER RENT ROLL
> RECRUIT 8 TOP AGENTS
> TRANSACT 80 SALES
> MAINTAIN 2K DATABASE
> RETIRE DEBT
MY BUSINESS GOALS
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!6ZLP[DZHHNVXUI[DZHHN> Drink more water, eradicate
sugar
