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1 Weird Method To Sell Listings Fast

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How To Make Your Real Estate Success A 100% Certainty

Did you ever take physics in high school or college?

I cringe when I hear the word. But if you did take physics, you might have learned about an amazing concept called “Critical Mass.”

What is “Critical Mass” and what on earth does it have to do with real estate success?

“Critical Mass” occurs when an object or process in motion reaches such a momentum that it continues at that momentum…even increases that activity for long sustained periods of time – even forever!

And did you know that your real estate production can hit a point of “Critical Mass”?

It’s true. In fact, after teaching more than 34,000 agents how to get breakthrough production and lasting profits in real estate…

 

I Have Never Seen a Real Estate Practice Achieve Long-
Term Success WITHOUT Reaching Critical Mass™…

Yes, it’s that important. Let me explain further…

See…about 19 years ago…when I was working with small groups of agents, I coined the term “Critical Mass™” to explain the dynamic of growing such a strong “marketing momentum and personal market share” you actually start to generate 70%, 90%, even 100% of your clients from your created marketing momentum.

But more than that…I discovered a way to make your production continue to grow and grow almost automatically year-after-year no matter what happens with the economy.

Picture your real estate production like a small snowball in your hand. If you take that snowball and start rolling it down a hill, it will start growing bigger. And as it grows bigger it will start to take on its own momentum and start rolling itself.

And as it starts rolling faster, it also starts to get bigger…and bigger…and bigger. And as it gets bigger, it starts to roll faster…and faster…and faster.

Do you see what’s happening here?

At some point your snowball reaches a point of “Critical Mass™” where its accumulated momentum will keep it rolling and rolling and rolling.

 

What happens when your real estate practice
starts reaching Critical Mass™?

Amazing things start to happen…

Your production will multiply, and continue to grow for as long as you practice real estate, because you’re creating your own momentum…your own personal market share – it’s a mathematical certainty as you’ll soon see…

You will never cold prospect again…never face the humiliation and frustration of cold marketing – nearly all of your clients will come to you the easy way: by referral, word of mouth, and repeat business…

You will work half as much and stress a fraction of the amount you do now…and in the process you’ll make multiples of your present income.

Why will all these good things happen? Because…

 

You Will Spend Your Time Only On the Most Productive
Real Estate Activities: Working With Clients,
Closing Deals and Getting Paid!

Imagine if you could wake up each morning, and, instead of dreading your day cold prospecting or wondering where your next client is coming from, you relish in a steady flow of clients who want to work with you and only you.

It’s not a pipedream. It’s not a fantasy – agents are doing it today.

But there’s a small problem.

See, most agents never reach Critical Mass™. They lurch from one bad effort to the next, because they never learn about the concept, or how to get there. So they either quit the business, or give up and sadly assume real estate needs to be a constant struggle – jumping from one marketing fad to the next.

And many of those who actually reach Critical Mass™ get there by accident…or take 10 to 20 years to reach that point.

Well, I’m here to tell you: You don’t have to be a victim of ignorance. You don’t have to struggle and strain or take 20 years to finally “make it” in real estate.

You can “short-cut” your success by 90% or more if you simply build your own personal “Critical Mass™” momentum and market share.

Which brings me to our little formula for building Critical Mass™ in your practice…

It’s a simple calculation for building any size real estate practice you desire…a calculation that will reveal to you the exact size of your “power list”…your personal market share required to reach Critical Mass™ in real estate. It’s my…

Critical Mass Targeting System™

Follow along carefully, because this is the most important little calculation of your real estate career. I want you to understand the dynamics here as well as the simple math.

 

Take out a piece of paper and follow these 3 easy steps…

STEP #1:

Write down the number of real estate transactions you want to achieve to reach Critical Mass™ in your real estate practice.

Critical Mass™ is a different number for everyone. For some agents, it may be 15 transactions a year. For others it may be 40. And for others it may be 400.

Another way to calculate the number of transactions you desire is to back into it. Simply take the “net income” you desire, and divide it by the average NET commission you make per transaction (that’s after all expenses: broker split, marketing costs, employee expenses, office rent, auto expense, etc.).

For example, if you want to make $200,000 and your average “net” commission (after expenses) is $5,000, then your Critical Mass™ number is 40 transaction sides ($200,000/$5,000 = 40).

As a side note (and food for thought): the higher the average price of homes you sell, the fewer you need to sell to meet your Critical Mass™ income level. But you already knew that, right?

STEP #2:

Write down how long the average person in your area owns their home, and multiply that number by #1 above (the # of transactions you need to reach Critical Mass™).

National home ownership average is about 5.5 years. But to be conservative, let’s assume its 7 years in your area (you can use 6 or 8 or 10 for that matter). Check with your local MLS or REALTOR® Association if you’re not certain – or just assume for now.

For example, if the average homeownership period in your area is 7 years, multiply 7 times 40 transaction sides (from #1 above). 7 Years x 40 = 280.

THE RESULT: In our example, you will require 280 homeowners on your “power list” to generate 40 transactions EVERY year (your Critical Mass Target™) – Remember, this doesn’t include the referrals they could send you.

It’s just the number of direct transactions that will come from this group (and you can check your math: 280 people divided by 7 years = 40 deals per year will come from this group).

 

But HOLD ON!

Those 280 are your goal ONLY if you get ALL of their transactions. Let’s be reasonable: You won’t get all those transactions.

Regardless of your efforts, some will go FSBO. Some will go to “Uncle Charlie.” And some will go to another agent.

That’s why we now need to adjust for your “Personal Market Share™” with that group to get your true Critical Mass Target™.

 

STEP #3:

Divide your “power list” number (from #2 above) by the estimated “Personal Market Share™” you have with those folks – to get the “actual” number of people required on your power list.

What do I mean by “personal market share”?

Market share is the propensity of these people to think of YOU FIRST (and final) for real estate services before any other agent

How do you figure your personal market share %?

Over time (a year or so) you’ll understand your market share because you’ll know how many transactions came from your power list or target farm.

 

And remember, marketing to that group over time will have a cumulative effect, and actually increase your market share with them.

Agents using a special marketing tool called Service For Life!® that’s designed to look like a real estate newsletter harvest between 30% and 80% personal market share with their “power list.” So let’s work an example…

Continuing with our previous example, let’s say you have a 30% market share with your folks. That means you should divide your 280 people by your 30% market share: 280/.30 = 933 people.

So if you have only a 30% market share with your power list or target farm, you’ll actually need to have 933 people on your “list,” not 280.

But what if…because of your relationship contact systems – like our Service For Life!® members – you actually harvest 50% of those people?

280/.50 = 560 people. You now need only 560 people to harvest your 40 transactions every year (not including referrals they could send you). You just cut your list size almost in half!

And what if, because of your relationship contact systems, you actually harvest 80% of those people?

280/.80= 350 people. You now need only 350 people to harvest your 40 transactions every year (not including referrals they could send you). You just cut your list size by one-third again!

Do you see the “dynamic” that’s happening here?

The SIZE of your list required to reach Critical Mass™ depends on the QUALITY of your list.

 

And the quality of your list is controlled by YOU.

The higher the quality of your list (i.e. the closer the relationship), the fewer people you need to reach Critical Mass™. The fewer people required means lower marketing costs and higher profits for you.

By the way, I’ve seen agents create power lists larger than 700 in their very first year – and they closed an extra 20 to 50 transactions just in the process of building that list.

And remember, the “Critical Mass Target™ number does NOT include the referrals you could harvest from these folks – it’s just the direct transactions that will come from that group.

Many of our Service For Life!® agents actually add up to 40% more business from the referrals they generate from their power list.

Question: WHO will be the agent representing these people when it’s time to buy or sell?

Answer: The agent who’s created the closest relationship with them.

  • The agent who has nurtured the relationship.
  • The agent they can trust.
  • The agent who’s demonstrated their competence over the years.
  • The agent who brings regular, welcomed value.
  • The agent who has differentiated themselves from every other agent out there!

Don’t fall prey to the thought that you need to carpet the area with your one-time contact – this is about more; this is about QUALITY RELATIONSHIP.

The only thing that’s missing for you is…

How Do You Get Your Personal Market Share™ with
Your power list as HIGH as it can Possibly Get?

How Do You Make Yourself the ONE Agent Your Market
Thinks Of Before Any Other Agent Comes To Mind?

The Answer: You need a consistent contact system that involves them. Gets read and shared. Automatically builds a deep relationship worthy of referrals, word of mouth and repeat business.

A tool that brings your prospects and clients value so they’re subconsciously forced to reciprocate and do business with you. A tool that bonds them to you like family.

Doesn’t it make sense? It’s intuitive but most agents nod their heads and do nothing to increase the quality of their power list each month.

Try This Amazing Formula…

Let’s have some fun.

Today I want you to dream a little. Whether you’re a new agent or veteran top producer…I want you to calculate your Critical Mass Target™ for your own practice.

I want you to see how greater success with less stress and strain can be a mathematical certainty – and how your production can continue to grow automatically, year-after-year…regardless of the economy, competition or interest rates…if you just follow a simple strategy.

Here’s the easy exercise:

Step #1: Write down the number of transactions you need each year to be at “Critical Mass™” in your business: __________. (Example = 50)

 

Step #2: Write down the average length of home ownership in your area. Check with your local MLS, or if you already have an estimate, enter it here (nationally is about 5.5 years, but you can use 7 years to be conservative): __________.

 

Calculation #1: Now, MULTIPLY Step #1 by Step #2. (Example: 50 x 7 = 350). This will give you the number of people needed on your power list (or farm) to generate your “Critical Mass™” number of transactions (IF you get ALL of them), not including referrals they could send you.

But remember, you won’t get all of those transactions – so we need to make a small adjustment for your “Personal Market Share™.”

 

Step#3: Estimate your “Personal Market Share %” you can expect when marketing to this group: _______ %. (Example: 30%) If it’s a cold list (like a new farm) it will be quite low. If it’s a well-nurtured power list of past clients, friends, family, acquaintances – it’s going to be much higher – even as high as 80% or more.

 

Calculation #2: Simply divide your results from Calculation #1 above by Step #3. (Example: 350 / .30 = 1,167) This will give you the number of people you’ll need to build on your power list to reach your Critical Mass Target™ at a 30% Market Share.

 

Now, let’s do something called “Sensitivity Analysis.”

Let’s assume you had a great “Relationship-building” system (like Service For Life!® ) working in your practice…

What if your Estimated Market Share % went to 40%? Divide your results from calculation #1 above by .40. What did you get?

What if your Estimated Market Share % went to 60%? Divide your results from calculation #1 above by .60. What did you get?

Did you notice that, the better your Market Share %, the LOWER your Critical Mass Target™ becomes?

A lower Critical Mass Target™ means you spend less time and money marketing your services. You work with higher quality clients – friends. And what you don’t know is that these people REFER others just like THEM!

Want to know a secret?

Most agents never think about Critical Mass™ or “Personal Market Share™.”

Rather than create a “Strategic Approach” to building their business, they force themselves to constantly prospect…or just hope and pray that clients will somehow, some way find them.

Not you. Not any longer. We’ve just completed an important step in targeting your success – and believe it or not, most agents never even get this far.

We’re starting to fill in the blanks in making your astounding success a “100% Certainty.”

Stay tuned for more articles about how to build the size and quality of your power list.

[Ed. Note: If you’d like to attend a free webinar training on how to use a relationship marketing system to increase your Personal Market Share™ and build Critical Mass™ in your real estate business, spending less than 30-minutes a month to manage, you can see upcoming event times by clicking here.]

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How to Use Kisses to Close More Listings

Would you like a powerful idea for increasing your closing rate on listing presentations?

No, you don’t need to kiss anyone – especially any frogs!

I’ve shared this quick and easy strategy with agents over the years, and several told me it boosted their listing presentation closings to over 97%. Of course, it will never replace a first-class professional presentation, but it could become a powerful closing tool for you.

It’s based on an important psychological element called, “Obligation and Reciprocation.”

What is “obligation and reciprocation”?

Basically, we, as humans, are programmed to return the same kind of treatment we receive from others.

So, for example, if someone opens a door for you, you’re more likely to open a door for them. Or when someone lets you into traffic, you’re more likely to return the favor.

This “quid pro quo” is culturally ingrained in our behavior as a society.

Why is this so important to you as a real estate professional? Because when you learn how to bond people to you by doing things that are genuinely thoughtful and helpful, you will naturally receive the same kind of treatment in return from them.

And when that “return” is making a decision to work with you, this little element becomes a very powerful tool in your sales arsenal (just don’t abuse it).

So here’s the idea you can start using tomorrow morning.

I learned it years ago from a friend, who closed over $35 million in homes last year, and I want to get it into the archives for our Agent Inner Circle® community website .

During a lunch meeting she said to me,

“I’ve got a secret weapon I use to close my listing presentations.

When I show up for my meeting, I carry a simple coffee mug filled with Hershey’s kisses or some other chocolate treat.

I had it made by calling one of those marketing specialty companies you can find in your local area by looking in the yellow pages.  Or, you can just search for “personalized coffee mugs” and there are places that do this for cheap.  You can get 24 mugs for about $5 per mug at bargainmugs.com.

On one side of the mug, I’ve written boldly: “SUSAN IS MY REALTOR” and a big red heart. And on the other side, I simply put my phone number, but an agent could add their email or web site address if they want.

When I show up at a listing presentation I present the coffee mug with Hershey’s kisses as a gift to my potential clients. I’ve never received anything but overwhelmingly positive response.”

Now, initially this doesn’t seem to be such a brilliant strategy, but you have to think deeper.

Here’s what she’s doing that’s brilliant:

  1. First, she is subconsciously (and overtly) telling them who they should select as their agent by placing her name on that mug with the statement, “Susan Is My Realtor“– Believe it or not, very few agents are this confident, and that makes a tremendous difference.
  2. Second, she is giving them a gift, which naturally compels them to reciprocate, and as they munch on those chocolate treats day after day they keep thinking of her.
  3. And third, it completely knocks other agents off their game.  She told me: “You should see the look on other agent’s faces while they’re trying to give a listing presentation sitting in front of a coffee mug staring them in the face, filled with Hershey’s kisses that says, [[Your Name]] Is My REALTOR.”

Try using this idea or something similar with both listing AND buyer prospects and watch your client relationships and closing rates take-off to new heights.

[Ed note: If you're looking for ready-to-use marketing tools to get more listings and buyers, check out the 3-STEPS ULTIMATE™ Real Estate Success System. To learn more click here.]

1 Weird Method To Sell Listings Fast

Free Video Presentation Reveals…
“How To Sell Your Listings In Half The Time”

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How To Start Every New Year With New Clients

Don’t forget to leave your comments at the
bottom after you’re done reading this article…

A great way to start the year out with new clients is to make a meaningful contact with all of the people you worked with in the previous year.   Here is a simple and very effective way to do that.

It’s called the “Tax Helper System” and it goes beyond a simple thank you (which every agent does and your clients already expect).  Agent Steve Sofka uses this system to do something unexpected for his clients — saving them time and getting more referrals in the process.

Here’s his step-by-step system…

STEP 1:

Every time you close an escrow…whether you are representing the buyer OR seller…make 2 copies of the HUD-1 closing statement.

STEP 2:

Put them in an envelope along with a copy of a personal letter.

If you’d like a ready-to-use letter to send that also programs your clients to send you more referrals…

Click here to learn more about our 3-Steps Ultimate™ program where you’ll get 131 proven marketing promotions to personalize and use in your real estate practice.  No one else has ready-to-use marketing tools (like this pre-written Tax Helper Letter) that have been tested by thousands of agents from all over North America.

STEP 3:

Put the closing statements along with the letter in an envelope, address it to your clients.

Make sure you use their NEW address, and put the appropriate postage on the envelope!

STEP 4:

Take the envelope and put it in a box and collect them all year long…

In January, take your box with all of the addressed and stamped envelopes you’ve accumulated through the year and put them all in the post office.

Side Note: By putting the postage on as you go, it eliminates your having to have one big lump sum for postage – as long as you use the Forever Stamps that work even when postage prices go up.

STEP 5:

Wait 2 or 3 days after you mail the packages and then start calling all of the clients you just mailed to. Your conversation should go something like this:

Introduction: “Hi John, A few days ago, I put a package in the mail to you and I was just following up to see if it arrived yet.”

Reinforce why you sent package: “You got it… that’s great! I heard from so many clients about not being able to find that paperwork… so I like to send it to save you some time and as another way to say ‘thanks’ for working with me.”

Transition to question: “It was a pleasure working with you and I find other great clients come from my past clients. Who do you know that who is considering buying a home or selling their home in the next 6 to 12 months?”

You will be amazed by the responses (and referrals) you will get for your thoughtfulness!

The referrals will come either on the first phone call or later if you continue to follow up with a helpful & valuable real estate newsletter each month.

Use this “Tax Helper System” along with the letter and follow-up phone script (very important) in January to start each year strong.



What do YOU do each January to start the year strong?

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The 12-Month Marketing Plan

Don’t forget to leave your comments at the
bottom after you’re done reading this article…

If you’re feeling lost with how to make next year better, here’s a very simple way to create a plan of action for your marketing.

It’s a 12-month planning calendar (on 1 piece of paper) that organizes your marketing activity by month and category.

You can create a more detailed marketing plan if you like, but this will help you get started.  Plus, it’s a great “quick reference” for what steps you can take to grow your production.

Take 30 minutes today to:

  1. Reflect on this past year — identify where your business came from in the last 12 months
  2. Download this 1-page template — fill in your best opportunities to get clients in the coming year
  3. Put your marketing plan in a place you’ll see each day as a reminder to follow-through

You can click the example image below to download a blank template:

What’s YOUR best strategy for creating a marketing plan?

Click here to leave a comment or email us to
share it with the Agent Inner Circle® community.