featuring strategies from Power Brokers Who Know … · featuring strategies from Power Brokers Who...

Hosted by: Terri MurphyJanuary 28, 2015

Planning your way to more PROFITS in 2015

featuring strategies from

Power Brokers Who Know

BROKER PROFITABILITY SERIES 2015

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

BROKER PROFITABILITY SERIES 2015

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

BROKER PROFITABILITY SERIES 2015

“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

BROKER PROFITABILITY SERIES 2015

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

BROKER PROFITABILITY SERIES 2015

• 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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BROKER PROFITABILITY SERIES 2015

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

BROKER PROFITABLITY SERIES 2015

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

BROKER PROFITABLITY SERIES 2015

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:cexner@point2.com