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These are slides from a live class for REALTORs that includes commentary. If you have questions or comments, please get in touch.
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A BALANCED BUSINESS PLAN
That gets results…
•Review 2014
•Business Plan for 2015
•Lead Generation / Internet Presence
•Advertising Regulations
•Balance & Organization
•Tools You Can Use
.
Keep it
Simple
“Life is really simple
but we insist on making
it complicated.”
Confucius
A BALANCED BUSINESS PLAN
That Gets Results…
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REVIEW
Before you jump into planning take some time to review
what worked (and what didn’t) in 2014….
How much business did you have?
How many buyers vs. sellers did you represent?
What was your average sales price?
Average days on market?
How many listings did you have?
What percentage of your listings sold?
How many face to face appointments?
Where did every transaction come from?
What marketing efforts worked?
What’s getting better?
What’s not working?
What needs more consistency?
What strategic adjustments need to be made?
Look for some bragging rights to include in your listing presentation or marketing.
“Properties listed with me sell 50% faster than the average listing in the area…”
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REVIEW
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From your friends at WVMLS:
In Paragon, go to Search
Under Specialty Search, choose Inventory (2nd column)
Status: Sold
Selling/Listing: Choose Listed or Sold
Status Date: 01/01/2014 to 12/31/2014
Click “Search” to pull up a spreadsheet report
Click on the green Reports button (upper right)
Click on the yellow Report folder to expand it
Select “Inventory Report”
A way to apply those ‘bragging rights’
Speak to what is important to them…
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An example of some bragging rights…
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From Garry Wise at The GoodLife Team
Say the average % list price to sales
price in your area is 97%
Perhaps the average in your office is
better. Say your office avg % list price
to sales price is 99%
List price $300,000 at 97% = $291k
List price $300,000 at 99% = $297k
A difference of $6k
Average DOM =
96
Average DOM at
our office = 75
Listings with our
office sell 22%
faster than our
competition.
Business Plan Keep it simple and focused…
The majority of business plans are too
complicated…
If you invest a great deal of time into
creating an overly complicated business plan
and then never look at it again you have just
wasted your time!
Keep it simple, focused & client centric
S M A R T
Specific | Measurable | Attainable | Relevant | Timed
What is the gap between your goals and reaching them?
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Rank these 1 to 5.
#1 being the area
where you perform
best.
1.)
2.)
3.)
4.)
5.)
Business Plan the basics…
Set a realistic number for income.
Calculate how many closed sales per month this
requires.
Calculate how many face to face appointments it will
take to get you to that number.
What lead generation sources will you use?
What is your marketing budget?
What steps will you take to stay organized and manage
your time?
How will you stay motivated and on track?
S M A R T
Specific | Measurable | Attainable | Relevant | Timed
Business Plan Tracking Sheet Start with the basics…
Set a realistic number for income…
Goals
Calculate average commission
Closed sale goals
Appointment goals
Contacts = appointments
Tracking throughout the year
Progress analysis
Closed sales left to reach goal
Appointments needed
Contacts needed
Sales Stats
Keep track of every transaction
Goals | Tracking | Sales Stats
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Business Plan Start with the basics…
1. A clear outline of your production goals
2. How you will generate leads for your
business
3. Develop what methods you will use for
communication
4. Tracking and organization… make it a
habit.
Goals | Tracking | Sales Stats
Lead Generation Choose your focus…
What works for you?
Working your sphere
Referrals
Internet presence (be specific)
Postcards / mail
Email campaigns
Open houses
Farming / Prospecting
FSBO’s
Expired listings
Floor time
Networking
Newspaper
Other…
Referrals ranked the number one most effective marketing strategy in 2011
based on a survey of 1,910 real estate agents.
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http://activerain.com/blogsview/2641172/real-estate-marketing-plans-most-effective-marketing-of-2011
Lead Generation - C.R.M. Client Relationship Management
Client Relationship Management -
Ben Kinney - IMSD
“37 ways to not suck at real estate marketing”
In the last installment of this series, “tools” he talks
about CRM (which is his #1 recommended tool).
•Realty Juggler ($99 per year)
•Contactually (starts at $19 per month)
•Follow Up Boss ($129 per month and up – team
focused)
•Wise Agent ($25 per month)
•Top Producer ($40 per month)
•Outlook Google Apps
It’s your job to handle hundreds of transaction details & deadlines,
as well as your client & prospect list.
What is the most efficient method of doing this for you…?
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Lead Generation
Put a SYSTEM in place
Do the least amount of contact with the largest number of people.
This saves you time for consistent and focused time spent on your core.
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Lead Generation
Balance your contact formats
Take all of your effective marketing formats
and balance them on a schedule.
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Survey
Mailer
Blog
Video
Referral blitz
Phone calls
Visits
Expired Listings
Zillow – Make Me Move
Events
Client appreciation party
Home ownership class
What else…?
Lead Generation Show up where people are landing…
Top ranking real estate sites…
1. Zillow
2. Trulia
3. Yahoo! Homes
4. Realtor.com
5. Redfin
6. Homes.com
Other places to ‘show up’
•Your site / blog
•ActiveRain (or other blog)
•Google+
•FaceBook / Instagram
•Pinterest / Houzz
•YouTube
Do you have a quality bio? This is step one.
Then put on your expedition hat and show up where people are landing.
Use About.Me
to tie it together
Zillow + Trulia =
93 Million
visitors per month
Lead Generation
A month of social media content at a glance
Credit: Katie Lance / Katie Lance Consulting
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Web Presence / Social Networks
Priority List / Action Plan / Schedule
Get a handle on your web presence.
Prioritize your time to be spent on what gets results.
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Advertising Rules for Oregon Real Estate Brokers | Principal Brokers | Property Managers
OAR 863-015-0125
Includes advertising by mail, telephone, cellular
phone, telephonic advertising, the internet, e-mail,
electronic bulletin board, business cards, signs,
lawn signs, billboards.
Are you in compliance?
Advertising Rules for Oregon Some Questions to Ask with Every Advertisement
Am I identifiable as a real estate licensee?
“Licensed Oregon Real Estate Agent”
Are all statements and claims truthful and not
deceptive or misleading?
Did I get written permission of the property
owner or owners authorized agent?
Am I using the name I have registered with the
state? (Or a common derivative of my first name)
Is the licensed name or registered business
name of the principal real estate broker
prominently displayed, immediately noticeable,
and conspicuous?
Did I submit my advertising to my principal
broker for review and approval?
Do I have a system in place to keep record of
these approvals?
This is not a complete list. Read OAR 863-015-0125,
contact your principal broker or the state for clarification or questions.
BALANCE & ORGANIZATION Plan it – organize it – implement it…
Balance & Organization
Goal / Action plan
12 month plan
Strategy & content plan
Social media organizer
Use what works for YOU
A clean and organized space = productivity.
TOOLS YOU CAN USE Random fun to research and implement
Google Universe RealQuest / REISource
DropBox ATLIS
Zip Forms & DocuSign Area Trend Report
Evernote CoreFact
AirDroid MyNeighborhoodAgent
Jing MailChimp
PicMonkey Happy Grasshopper
DepositPhoto DotLoop / Cartavi
Animoto CloudCMA
Scribd RPR – Realtors Property Resource
Survey Monkey Get an iPad or Tablet (if you haven’t already… it’s time.)
A useful tool is one that will increase your business or save you time & money.
TOOLS YOU CAN USE Your Safety is Important
Have an office PLAN for safety and dedicate yourself to adhering to it.
Cuff – ‘Smart’ jewelry or key chain to help keep you connected.
Discreetly call for help with the push of a button.
Notifications. Activity Tracking. Safety.
Real Alert – A personal safety app.
-One click to call an emergency contact or 911
-Sound an alarm
Life360 – Location tracker and communication app. Easily check
in with groups or individuals when you’ve arrived safely.
Guardly - Gives security operators the tools to track and locate
emergency callers to specific rooms inside buildings as well as
outdoors with GPS.
Top Must-Have iPad Apps for Agents
Credit: Katie Lance at Inman Next
•Keynote or Prezi – good for listing presentations
•Open Home Pro - gather info from visitors at open houses
•DropBox – store, sync, share files online
•DocuSign - send, track, sign documents anytime, anyplace
•ZipForms – real estate forms
•EverNote – remember everything
TOOLS YOU CAN USE Productivity Specific
A useful tool is one that will increase your business or save you time & money.
Clear off your space & time block
PomodoroTechnique.com
Unroll.me
Anti-Social/Freedom/Self Control
SlyDial
Call Bliss (iPhone DND app)
SMS Text Auto Responder
Use “lists” in FaceBook
Tools You Can Use Stay motivated and “in the know”
Education / Motivation
AgentReboot (annual event)
The Paperless Agent (Garry Wise)
ActiveRain
1000 Watt Blog
Productivity Junkies
Agent Genius
Realtor.com (news / stats)
Ben Kinney (IMSD)
Tom Ferry, YourCoach.com
Buffini & Company
The Good Life Team
Local Success
Knowing your business is a service to your clients.
Tools You Can Use Stay inspired
Knowing your business is a service to your clients.
We’re here for YOU!
Willamette Valley’s #1 choice for title & escrow services
Award winning customer service & social media
Put our years of experience in
business development and customer service
to work for you.
Rosi Green
503.873.7200
Chad Cripe & Ashley Olson
Yes! Please send me follow up information…
Willamette Valley’s #1 choice for title & escrow services
Award winning customer service & social media
Business Plan Tracking Sheet
Goals / Action Plan Template
12 Month Planner
Social Media Organizer Template
30 Days of Social Media Content
Links to tools / resources
Sample ATR / ATLIS
Your Name: ____________________
Your Email: ____________________
Sample Property:________________
______________________________
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