Adorna Carol REBAC Camp

Camp REBACCourse Provider Symposium: Winter 2011

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Create specific marketing plans for revised/new courses from the REBAC license, including courses from CRB

Goal for Today’s Class

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We’ll review and discuss:

> REBAC administrative updates

> e-PRO®

> BPOR

> RPR

> Green

How We Will Meet Our Goal

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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


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> Real Estate is Risky Business!

> Position Your Business for Profit

> Marketing Strategies that Deliver Results

> Understanding and Leveraging Teams


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We’ll get started with a discussion of marketing with Adorna Carroll

And we’ll break for lunch at 11:30 a.m.


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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, RPRTM


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Then the rest of the day is with Adorna and developing specific marketing strategies for the courses we reviewed

Timed Outline for Today

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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

Before We Get Started

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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!

2012 REBAC Royalty Discounts

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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

2012 CRB Royalty Discounts

12

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.

REBAC Going Green

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Please submit rosters using Excel spreadsheet, which you can download from CPR

All that we need mailed are the instructor evaluations plus royalty check

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

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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


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Course providers (not REBAC) contract with instructors to teach our courses

Things to negotiate: Fees Expenses Dates/times Assisting in

marketing Other?


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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.


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Webinar training is available for:

Instructor Webinar Training

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> BPOR

> Generation Buy

> RPRTM

> HAFA

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®

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Day 2 Online is currently approved for CE

e-PRO®

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AlaskaAlabama

6 hours6 hours

California 8 hours

Florida 8 hours

GeorgiaIndiana

6 hours8 hours

Kansas 8 hours

MaineMinnesotaNevada

2 hours8 hours3 hours

Oklahoma 8 hours

Rhode Island 8 hours

Texas 8 hours

Washington 8 hours

e-PRO®—WIIFM (What’s In It For Me?)

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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

e-PRO®—WIIFM

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Customizable marketing materials

Online referral directory Customizable press release Downloadable certificate No annual dues required

Incorporate a YPN technology expert panel into the Day 1 classroom

Promote at RE Bar Camps

e-PRO®—Innovative Practices

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Resources permitting, have a staff person create a hashtag for the class and send tweets w/content from class


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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


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Newest certification program from NAR

Applicable primarily in the U.S.

One-day class + one-hour Webinar + $199 application fee

BPOR

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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

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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

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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

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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

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What % of detached single-family homes in Nevada are ENERGY STAR qualified homes?

A. .002%

B. 3.6%

C. 13.8%

D. 29.7%

Green

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Top 15 states where green-certified homes are growing percentage of overall single-family detached housing stock are:

Green

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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)

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

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Green—WIIFM

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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)

Free monthly industry Webinars

Customizable PowerPoint® Presentations

Customizable marketing materials that can be ordered from a FSC-certified printer

Green—WIIFM

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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

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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

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3-hour course Applicable in the U.S. only and ideal Shows how to leverage RPRTM analytical tools

and reports in listing presentations and buyer counseling sessions

RPRTM: Real-Time Data, Market Knowledge, Informed Consumers

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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…”

RPRTM—WIIFM

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CRB Course LicensingREBAC Camp

December 8, 2011 Chicago, IL

Today’s Schedule

CRB Council: 101

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

What is the Designation?

• Certified Real Estate Brokerage Manager

Setting the stage …

Hello? Anyone there?

About 1 in every 11 Members is a Brokerage Manager or Owner

Hello? Anyone there?

Yet the Bulk of Education, Sharing & Resources are designed for the Agent

Population

Research Reveals …

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

Your Feedback Reveals

On Stakeholder Expectations?

Take One CRB Class

Every Three

Months for Maximum

Results

No Class Today!

Welcome to Your Training Center!

Are You Delivering?

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!

Delivery Models

BLENDED LEARNING OPPORTUNITIESBLENDED LEARNING OPPORTUNITIES

• 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.

Now more than ever, brokerage managers and owners must carefullynavigate 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.

Strategic business planning and implementation are fundamental to thesuccess 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.

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.

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.

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.

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.

Today’s managers face the challenge of organizing, executing and Today’s managers face the challenge of organizing, executing and measuring an effective marketing plan. Their strategy must optimize the measuring an effective marketing plan. Their strategy must optimize the firm’s resources and capitalize market opportunities while also considering firm’s resources and capitalize market opportunities while also considering the role of their agents. When this blend is well executed, the company’s the role of their agents. When this blend is well executed, the company’s brand is strengthened and agents enjoy reasonable autonomy. This course brand is strengthened and agents enjoy reasonable autonomy. This course is structured to take you from marketing concepts to real world examples, is structured to take you from marketing concepts to real world examples, and finally, to a customized, market-specific plan tailored to your and finally, to a customized, market-specific plan tailored to your company’s needs. 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.

The Survey Says …

5.0 Scale / Cumulative Average since 2008

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

Your Success Partner

Building and Implementing an Effectivea Professional Development Marketing Plan

A Strategy for GrowthA Strategy for Growth

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

1. Are you the wholesaler or retailer?2. Identify your target audience(s)3. Create a message that will grab them4. Provide a WIIFM marketing “flyer”5. How will you communicate the message 6. Who will be your best trainer for the subject7. Develop a scalable budget8. Establish pricing options, bundles, packages9. How will you build an audience and profit10. What other courses will you up-sell/cross-sell

For each NAR elective, certification course and designation For each NAR elective, certification course and designation

Course Business Plan Worksheet

Course Business Plan WorksheetWholesaler or

retailer?Target

audience(s)Grabber Msg WIIFM “flyer” Communicate

Venues

Best trainer(s) Budget Pricing options, audience/profit Up &cross-sell

(c) 2010 Dynamic Directions, Inc. All Rights Reserved

Pricing Incentives/BundlingPricing 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

Profit-Planning WorksheetProfit-Planning Worksheet

• ……………………….• ……………………….• ……………………….• ……………………….• ……………………….• ……………………….• ……………………….• ……………………….

Fixed Costs Fixed Costs • ………………………..• ………………………..• ………………………..Variable per head costsVariable per head costs• ………………………..• ………………………..• ………………………..• ………………………..Compliments of Dynamic Directions, Inc. – DynamicDirections.com

Profit-Planning Worksheet ExamplesProfit-Planning Worksheet Examples

• Base Cost Sales• Surcharge Sales• Sponsorships for current

& future scholarships• Education Raffles• Vendor donations and

raffle prizes

Fixed CostsFixed Costs• Room Rental• Equipment• Trainer & Travel, etc

Variable Costs per headVariable Costs per head• Course materials• Royalty Fee for course• Coffee Service• Add’l Catering – optional• Marketing & Promotion

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

2 Day Course - P&L Example2 Day Course - P&L ExamplePricing = $149 early/discount; $199 target price; $249 reg pricePricing = $149 early/discount; $199 target price; $249 reg price


2 Day Course - P&L Example2 Day Course - P&L Example

$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

Pricing = $279 early/discount; $299 target price; $329 reg price; $349 walk-inPricing = $279 early/discount; $299 target price; $329 reg price; $349 walk-in


Evaluation SuggestionsEvaluation SuggestionsCourse 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 AgtExplain 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 ORBelow 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: _______________________________________________________________________________________________________________

• 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. CarrollEmail: [email protected]

(c) 2010 Dynamic Directions, Inc. All Rights Reserved

DynamicDirections.comTraining for Today’s Professionals