Course Workbook
©2013 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned and operated.
SESSION 12 – Building a Business
1
Time Tip of the Day. . . Don’t forget to take time off
“You should not confuse your career with your life.” - Dave Barry Best practices
•Schedule regular time off •Respect your time off commitment •Find a partner for emergency coverage •Establish a written understanding •Provide your customers contact instructions •Use time off to become re-energized
Session 12 Objectives This session is designed to help you . . .
Look beyond an immediate transaction and see the potential for repeat and referral business Identify the two requirements to build “customers for life” List best practices for building “customers for life” Recognize the importance of creating a plan for success Complete the Goal Setting worksheet Maintain healthy attitudes about your career
Which type of agent are you?
Course Workbook
©2013 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned and operated. 2
Session 12
Customer-focused agents enjoy customers for life What is the financial value of a customer for life? ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Securing a customer for life requires three things
Course Workbook
©2013 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned and operated. 3
Session 12
Good service meets customer expectations. Exceptional service exceeds customer expectations.
Defining Exceptional Service
Think of a previous personal experience in which you received excellent customer service as a consumer. How did the service provider create a memorable service experience? __________________________________________________________________________________________________________________________________________________________________
In what way(s) did the service provider benefit? __________________________________________________________________________________________________________________________________________________________________
How will you deliver exceptional service to your customers and clients? __________________________________________________________________________________________________________________________________________________________________
Course Workbook
©2013 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned and operated. 4
Session 12
When things go wrong Restoring customer goodwill after a breach of service is called recovery. Rules for recovery include:
•Respond immediately •Communicate throughout the process •Take ownership •Make things right •Over-compensate
CENTURY 21 Quality Service Survey
How will you use the CENTURY 21 Quality Service Survey to build your business? ________________________________________________________________________________________________________________________________________________________________________________________________________________________
A dangerous transition The close of a transaction marks the end of an active working relationship, and the beginning of an ongoing follow up campaign.
•Verify customer satisfaction with the closing and the property •Be available and responsive •Intervene as necessary, to help resolve issues •Ask your customer to watch for and complete the CENTURY 21 Quality Service Survey •Change their CRM status to past customer
Show your appreciation
•The written thank you note •The closing gift
Thoughtfully chosen Consumable or lasting?
•Remember Business Benefits •An opportunity for a testimonial •Asking for referrals
Course Workbook
©2013 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned and operated. 5
Session 12
CENTURY 21 Preferred Client Club
•8 contacts per year 2 years - $20 5 years - $38 7 years - $53
•Member Management Reports (Check with your manager)
Don’t let them forget you!
•Email greetings* •life@home newsletter* •Customer appreciation events •Holiday greetings •Stop in for a visit •Ask for repeat and referral business
*Available in Business Builder
How will you keep in touch with your past customers? ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Planning your Success Your success in real estate sales is determined by the number of buyers and sellers you help. The number of buyers and sellers you help is determined by your prospecting activity. How will you know how much prospecting is necessary? You need a prospecting plan
“A good plan today is better than a perfect plan tomorrow.” - Old Proverb “Plans are only intentions unless they immediately degenerate into hard work.” – Peter Drucker
Course Workbook
©2013 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned and operated. 6
Session 12
The Goal Setting Form – Step 3
Customize your Prospecting Plan to help insure you reach your income goals! Available in an electronic version with some auto calculations n CREATE 21 Resource Center –Lesson 1, as well As the manual format
Course Workbook
©2013 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned and operated. 7
Session 12
Best practices
•Use assumptions based on your experience •Ask your broker or manager for input •Monitor your performance on a weekly basis •Adjust your assumptions, your work plan or both •Share with your broker or manager •Be patient!
Attitudes for the Journey Desire to Succeed
“I made a resolve then that I was going to amount to something if I could. And no hours, nor amount of labor, nor amount of money would deter me from giving the best that there was in me. And I have done that ever since, and I win by it. I know.” -Col. Harland Sanders
Perseverance
“Perseverance is failing 19 times and succeeding the 20th.” -Julie Andrews “I’ve missed more than 9000 shots in my career. I’ve lost almost 300 games. 26 times, I’ve been trusted to take the game winning shot and missed. I’ve failed over and over and over again in my life. And that is why I succeed.” -Michael Jordan
Hard Work
“Opportunity is missed by most people because it is dressed up in overalls and looks like work.” -Thomas Edison
Willingness to Grow
“If you’re cooking and not making mistakes, you’re not playing outside your safety zone. I don’t expect it all to be good. I have fat dogs because I scrap that stuff out the back door.” -Guy Fieri
Course Workbook
©2013 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned and operated. 8
Session 12
Grow with CLS. Don’t let the learning stop! What course or training will you enroll in next? __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ The path to graduation
Email instructor when you have played back any missed classes Complete all assigned homework Check off homework on the Reporting Site Post daily business activity Complete the CREATE 21 Final Exam Submit the CREATE 21 certification form (Check Appendix for the form)
Congratulations on completing the classroom portion of CREATE 21!
Thank you for your active participation.
All the best as you continue to build a successful real estate career!
Appendix Items Goal Setting Worksheet CREATE 21 Certification Application Form
Course Workbook
©2013 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned and operated. 9
Session 12
Ask My Broker
Notes on things I need to discuss with my broker or manager for this session: ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Goal Setting Form
Step 1: Set Your Goals Income Goal ..................................................................................................................................................... A)
Average Sales Price ........................................................................................................................................... B)
Average Office Commission Rate Per Side (%) ................................................................................................. C)
Average Office Commission Per Side (B times C) ............................................................................................. D)
Average Office Commission Per Side Less (EXAMPLE) __8__% For Service Fees, NAF, etc.
1. Write amount from D here .............................................................................
2. Multiply D times __8_% noted above ............................................................
3. Subtract answer from D and write on line E ................................................................................. E)
Sales Associate’s Commission Split (%) ............................................................................................................ F)
Average Sales Associate Commission Per Side (F times E) ............................................................................ G)
Number of Closed Sides Needed (A divided by G) ........................................................................................... H)
Number of Sides Under Contract* (H divided by __80%) .................................................................................. I)
(Fallout ratio 20%)
Step 2: Calculate Prospects Needed Per Week Listing Sides Under Contract Needed (60%** of line I) ...................................................................................... J)
Listings That Must Be Taken *** (J divided by 70%)(Fallout ratio 30%) ............................................................ K)
Market Presentations Needed (3 times K) ......................................................................................................... L)
Number of Weeks Worked Per Year .................................................................................................................. M)
Market Presentations Per Week (L divided by M) ............................................................................................. N)
Buyer Sides Under Contract Needed (40% of line I) ......................................................................................... O)
Buyers Needed (3 times O) ................................................................................................................................ P)
Number of Weeks Worked Per Year .................................................................................................................. Q)
Buyers Needed Per Week (P divided by Q) ....................................................................................................... R)
* Reflects fallout ratio ** Percent of Total Sides *** Reflects listings that don’t sell
Step 3: Calculate “People Contacts” Needed Per Week Sellers Total Marketing Presentations Needed * (from line L)
Prospecting Source
Annual # of Presentations Per
Source
Contacts to Produce a
Presentation
Annual Contacts Needed
Weeks Worked Per
Year
Weekly Contacts Needed
Canvassing: Phone
x = ÷ =
Canvassing: In Person
x = ÷ =
FSBOs x = ÷ =
Expired Listings x = ÷ =
Sphere of Influence
x = ÷ =
Target Marketing x = ÷ =
Activity Calls x = ÷ =
Other x = ÷ =
x = ÷ =
*This number should match line L Buyers Total Buyers Needed * (from line P) Prospecting Source Annual #
of Buyers Per
Source
Contacts to Produce a Buyer
Annual Contacts Needed
Weeks Worked Per Year
Weekly Contacts Needed
Signs/Ads x = ÷ =
Open Houses x = ÷ =
Sphere of Influence x = ÷ =
Target Marketing x = ÷ =
Activity Calls x = ÷ =
Other x = ÷ =
*This number should match line P
A Note About Assumptions Initially, you may want to use these assumptions to complete the Goal Setting form. As you become productive and develop
your own records, adjust the assumptions to reflect your actual performance in the field. • 80% of all opened transactions will close (Step 1, Line I) • 60% of your business will come from closed listing sides and 40% of your business will come from closed buyer sides
(Step 2, Line J and Line O). • 70% of all listings taken will sell (Step 2, Line K). • One out of every 3 marketing presentations will end with a signed listing agreement (Step 2, Line L). • One out of every 3 buyer prospects will become a purchaser (Step 2, Line P). The plan also provides a suggested number of contacts needed to produce a marketing presentation and a buyer. NOTE: Check with your broker to validate the assumptions and suggested number of contacts for your market area.
Application for CREATE 21 Certification
Please print all information clearly
Student Information: (As shown in CREST)
Last Name: ________________________ First Name: ____________________ CREST ID #:_______________
Company Information:
Company Name:______________________________________ Company CREST ID #:____________________
Course Information:
CREATE 21 Class ID: _________________________________ Start Date: __________________ (Example: CR21G-855)
Required Production Information: (Requires two listings and one sale pending within four months (120 days) of class start
date):
Listing 1: Address:____________________________________ CREST Transaction #:____________________
Listing 2: Address:____________________________________ CREST Transaction #:____________________
Sale Pending: Address:_________________________________ CREST Transaction #:____________________
Signatures below certify that the above named Student has completed all requirements of Certification for the
CREATE 21 program:
(1) Attendance of all 12 classroom session (If up to two sessions were missed, reviewed recording to make up. If more than two sessions missed, made up via attending another live session)
(2) Homework completed and reported on CREATE 21 website
(3) All Prospecting and production recorded on CREATE 21 website
(4) Acquired a minimum of two listings and one sale pending with 120 days of class start date as stated above.
(5) Broker certified required homework assignments on reporting website
____________________________________________________________ ____________________________________________________________ Student Signature Date Broker/Manager Signature Date
Fax, Mail or Email Completed and Signed Application to: Colette Rogers Learning Operations Manager One Campus Drive, Parsippany, NJ 07054 Phone: 877-221-2765, extension 4937
FAX: 866-594-0321 Email: [email protected]