Ultimate Business Plan

8/13/2019 Ultimate Business Plan

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R E A L T O R . C O M P R E S E N T S

The Action Plan

for Achieving Your Listings,Sales & Revenue Goals


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Do you have a business plan? If youre l ike many REALTORS, running your real estate business has kept you so

busy that you havent had the chance to sit down, evaluate and reset your goals, and analyze exactly what youre

going to do to reach them. Or perhaps you started to build a business plan but got overwhelmed with the process of

collecting all the traditional business plan requirements - business history, industry overview, competitive analysis,

product/service positioning, marketing plan, operations plan, profit and loss statements, balance sheet, projected

income and expenses, risk analysis, contingency plan and more.

Make no mistake: there is definite value in preparing a traditional, comprehensive business plan. But if youre an

agent who is short on time, overwhelmed by the details, and simply needs to cut right to the essentials of what youneed to do to increase your take-home commissions, this Ultimate Business Planis for you.

REALTOR.coms Ultimate Business Planfocuses on the most CRITICAL areasof your business, and on the most ESSENTIAL actions you need to take in order to increase your

level of success this year.

Why You Need a Business Plan.

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Focus on What Counts.

Focus on Buyers & Sellers.

You already know that if you want to make more money in real estate, you really only need TWO things.

The challenge is - how do you get them?

Focus on 3 Essentials for Attracting More Buyers & Sellers.

When it comes right down to it, there are basically3 basic but essential things you need to do in order

to set the foundation for attracting more buyer and seller leads, and for getting them to

choose you as their agent:

Step 1. Understandwho they are.

Step 2. Engagewith them in a way that meets and exceeds their expectations.

Step 3.Generate a high volume of quality leads, and keep them engaged with the right tools and

systems to convert them into 100% committed clients - over weeks, months, possibly years.

moreBUYERS

moreSELLERS

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How to Achieve Your Buyer-Customer Target Goal.

To reach your buyer customer target goal, you need to focus on activities that will result in more appointments. These

activities can be active, as in direct marketing and advertising, or they can be more subtle, such as staying in touch

with past customers and taking referrals. In this plan well offer you tools that will maximize the results from any of

your buyer generating activities, so that youre working smarter, not working harder.

Step 1. Understanding Buyers.

The market.Buyers currently have a unique opportunity to own a home with favorable terms, and this has begun to move the

market. The low prices, historically low interest rates and the array of homes for sales are compellingly motivating.

To understand how to attract buyers, you need to be aware of the latest industry trends that were revealed in the

2010 National Association of REALTORSProfile of Home Buyers and Sellers:

Where they are headed.

Almost 90% of buyers use the Internet in their home search, in fact, 47% of them take the first step of the home

buying process online.1

Tip:Since REALTOR.com

converted Find a REALTOR

to include full-blown profile pages, there has been aten-fold increase in consumers searching this network to find an Agent. Make sure youre well-positioned- check how

your profile and contact information appears on Find a REALTOR.

12010 National Association of REALTORSProfile of Home Buyers and Sellers.

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Step 2. Engaging Buyers & Exceeding Their Expectations.

How to engage.

The first time buyer, who now makes up 50% of the market, may take a different approach. Almost as many of them

will go online to find more information about the home buying process as the number of those who will go look for a

REALTORas their next course of action. 80% of first time buyers surveyed believed the biggest benefit they received

from their agent was help understanding the home buying process. In this plan you will find tools that will help you

meet this need.2

What they expect.

Buyers are looking for help. They are looking for responsiveness. Lastly they are looking for immediacy. By 2013

there may be more of them searching for homes via mobile device instead of their home computer. If it takes 5

minutes to pinpoint a home with a GPS while driving through a neighborhood, a minute to review the details and 5

seconds to connect with an agent, will they wait half a day for an answer? Tips on engagement and responsiveness

are an important part of this plan, as well as making your listing enticing enough so you are the REALTORwho gets

the first call.

Your Ultimate Business Planincludes tools to help you get more contacts, more appointments and more buyer

sales. If you have not done so, you may wish to download them and use this plan to put them to use. Below is abrief explanation of how they work. Your REALTOR.comconsultant who should be making contact with you as part

of your business plan, can provide you with additional support.


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Step 3. Get Free Tools & Systems for Generating & ConvertingBuyer Leads.

Effective marketing system for attracting 1st time homebuyers.

Motivated by low rates and competitive home values, buyers are a lucrative segment in todays real

estate market. Get everything you need to get homebuyers contacting you! Receive a unique, lead

capture landing page that magnetically attracts buyer prospects by offering a free 2011 Home

Buyers Guide packed with essential, step-by-step home buying tips. Our system automatically

sends you lead alerts and delivers their names and contact information to your email Inbox as soon

as they order a guide. AND automatically generates and emails a guide to EVERY lead!

6 Steps to maximizing buyer prospects from listings.

There are a multitude of online listings for buyers to choose from. Learn how to get more buyers

contacting you from your listings, by making them stand out from competing properties. Get

step-by-step tips to crafting headlines, calls to action, links to Facebook, videos, property and

neighborhood photos that will attract more buyers.

Buyer Lead Capture Page

6-Step Online ListingOptimization Plan

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Mobile marketing plan for attracting todays mobile customers.

Todays mobile customers require a rapid response, as most actions on mobile are in real-time.

There is a greater likelihood that your mobile customer will call you rather than emailing-after all

they have a phone in their hand! - and theyll expect instantaneous response. In fact, REALTOR.com

recently conducted a study where the incoming calls to several hundred listings were monitored

with the listing brokers permission. The purpose of the study was to find out what mobile consumers

do when they reach voicemail on a listing. We learned that in 70% of the cases they hang up

without leaving a message.3

So to win the business of mobile buyers, you not only need to ensure your listings are set up for

the mobile consumer, you need to respond in real-time and engage in dialogue that keeps them

interested beyond the point of giving them the information they are seeking. Get strategies and

advice on how to do so in this Mobile Marketing Guide.

Comprehensive Home Buyers Guide to offer potential buyer prospects.

80% of first-time buyers perceive the biggest benefit they receive from their REALTOR to be help

in understanding the home buying process. Offering a comprehensive Home Buyers Guide, packed

with a glossary and tips on understanding pre-qualification, financing, negotiating and closing,

helps you to fulfill a real market need.

Tip:Contact your REALTOR.comconsultant to set-up a lead capture landing page for your

Home Buyers Guide.

32010 REALTOR.comInternal Study.

10 Point Marketing toMobile Consumers Guide

Home BuyersGuide

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How to Achieve Your Seller/Listing Target Goal.

Even the best of the best REALTORwill have a listing appointment that goes nowhere because the seller is not

actually going to move (or because they are already committed to using their sister-in-law and are simply looking for

a second opinion). For this reason you need to work backwards to determine how many listings

appointments you need to go on to achieve your target goal.If you know how many closed listings

you need to meet your target goal this year, its easy to break down how many appointments you will need to book

in order to meet that target:

Tip: Your target number of appointments will need to be at least 50% higher than the number of closed listings

you are aiming for.

The following will help you book more appointments, and close more listings so that your time is better spent.

Step 1. Understanding Sellers.

The market.

Some agents avoid carrying too much listing inventory in a down market. This is always a mistake. There is every

possibility that the market will shift up, and when that happens, carrying listings that eventually sell can result in a

windfall. As importantly, properly marketed and positioned listings are magnets for new buyer prospects and clients.

Where they are headed.

It is impossible to predict how fast the current inventory of homes will sell out, but your sellers and potential sellers

will want to know what the trends are. You can have them sign up for a Market Snapshot report from Top Producer,

or offer them a free subscription to a Housing Trends newsletter to keep them informed. (Both are available through

your REALTOR.comconsultant, who should be making contact with you as part of your business plan.)

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Step 2. Engaging Sellers & Exceeding Their Expectations.

How to engage.

In todays market, sellers may be nervous and waiting out the market before making contact with an agent. The tools

in this plan help you start the process of engaging with these sellers, understanding who they are, and more impor-

tantly, positioning you as an agent who knows the market and is willing to do what it takes to get their home sold.

What they expect.

Todays sellers need and expect the expertise of an agent who can nimbly navigate the market, aggressively market

their home, and negotiate astutely in order to close the sale. You need to position yourself as that agent. Just

because you know that 37% of homes are sold through the Internet and only 2% are sold through newspapers, you

cant assume that the sellers know.4Make sure you explain this! Also if you do have an Internet marketing advan-

tage such as an exclusive position on REALTOR.comor unique use of video as an example let them know!

Tip:The free listing presentation offered in this plan will help position yourself as the leading agent in online real

estate marketing.

In a tougher market, sellers are less likely to sell their home through a friend or relative if they believe you really have

a marketing advantage to sell their home faster or achieve a better price. The tools in this business plan will help youdo just that.


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Updated listing presentation that is laptop and iPad friendly.

You can use this on a laptop, iPad or print out a PDF and use it in a notebook or portfolio

presentation. There are complete pages dealing with pricing, where buyers are finding

their home, and special sections you can customize with your unique value propositions.

Use this as your comprehensive listing presentation, or choose the pages you want to

supplement your current listing presentation.

Professional monthly e-newsletters for prospects/clients.

There are situations where you are not able to immediately close an appointment or sale.Potential sellers (or buyers) may not be ready to move, or may not know you well enough

to commit. This newsletter allows you to stay in touch, and its content is available to you

for distribution, for free. The content includes:

U.S. Census Bureau key market indicators

Local and national real estate sales and price activity provided by MLSs

and the National Association of REALTORS

Consumer videos, blogs, real estate glossary

Mortgage rates and calculators

Consumer articles, and REALTOR.com

local community reports

Using the systems and tools in this plan will help you attract more buyers and sellers to your sales

goals. If you have any questions about this plan, your REALTOR.comconsultant can help

you address them.

Congratulations in advance for a successful sales year!

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REALTOR.com

Listing Presentation

Housing TrendseNewsletter

Documents

Ultimate Business Plan