Archive for November, 2010

Tool of the Week – Marketing Planner



  Tool of the Week - Marketing Planner  
     
 

PictureA quick, effective and easy form to plan out and evaluate your yearly marketing plan for your business.

 

To download this week’s tool click here

 

 
  Chris Pollinger, Mastery Coaching  
         
         
  Recommended Reading –  
         
         
 
 

 

 
 
         
  Copyright 2007-2010 – Mastery-Coaching.com and Chris Pollinger – ALL RIGHTS RESERVED.  
     
 

 



Can We Be Honest?

 

 

 

 

 

  Can We Be Honest?  
     
 

“In a sea of other REALTOR® faces, what do you do to stand out?” 

appleI’ve asked this question countless times to agents across the country and I am constantly astonished with the answers I get.  Some reply that they give great service, some always wear a hat, some do coloring contests in their geographic farm.  But most, just look like a deer in headlights, shrug their shoulders and  stare at their shoes and mumble “I don’t know.” 

I won’t try to help those that work in real estate part-time here. Honestly, the kindest thing you can do for the field and  your clients is to get out of the business and stop pretending.  It’s not that you aren’t a great person, that Jesus doesn’t love you or anything, it’s just that both your family and your clients deserve better.  Nor am I trying to help those who are content doing a transaction every few months and call real estate home because they need a social outlet.  Again, there is room in the world for these fine people, we need those that have perfected making coffee and will work the up-desk in the office.  But for those who really want to win and make real estate your profession and business, command of market share is not a luxury but a necessity. 

90% of the market is controlled by 10% of the agents and it is not by happenstance.  When all else is boiled away, the real estate business is dominated by those who understand how to market themselves and are willing to invest the money to do so.  Yes, those that prospect can do well, but those who understand marketing create the rules and leverage them in an unfair way to work toward their advantage.  In today’s marketplace the “I’m number 1″ is quickly losing ground to the values based marketing message.  Authenticity is starting to rule the day and our consumers are demanding a level of transparency in light of the collapse of the major institutions that have ruled Wall Street for the last few decades. 

Real Estate and the world in general is becoming far more consumer centric which is a very good thing.  And those at the top of their game should be taking a look at refreshing their marketing and business before the next cycle takes hold.  Now is the time to be making those changes, not when business picks back up and the cash flow is strong.  The best place to start when looking toward your next marketing makeover look to connect to your perfect clients through those things you care most about and the values you hold most dear.  When your business is based in those ideals you won’t have to fake it, you’ll love waking up each day and you will build a business that will never be in need of clients.

 

 

 

 

 

 

 
  Chris Pollinger, Mastery Coaching  
         
  PS. Have you seen our individual agent and team program that combines coaching, advanced marketing strategies with hundreds of pieces of personalized print ready marketing collateral,  specialized training, and all the tools you need to get into the top 1% of agents nationwide? Check out  YourRECoach.com for more the details.  
     
  Recommended Reading –  
         
         
         
  Copyright 2007-2010 – Mastery-Coaching.com and Chris Pollinger – ALL RIGHTS RESERVED.  
     
 

 

 


Inspiration – Walk the Talk



  Inspiration – Walk the Talk  
     
 

Some things are just too good not to share, just click on the icon – I hope you enjoy!

 

 
  Chris Pollinger, Mastery Coaching  
         
  PS. Have you seen our individual agent and team program that combines coaching, advanced marketing strategies with hundreds of pieces of personalized print ready marketing collateral,  specialized training, and all the tools you need to get into the top 1% of agents nationwide? Check out  YourRECoach.com for more the details.  
     
  Recommended Reading –  
         
 
 

 

 
 
         
  Copyright 2007-2010 – Mastery-Coaching.com and Chris Pollinger – ALL RIGHTS RESERVED.  
     
 

 



You are Your Message

 

 

 

 

 

  You are Your Message  
     
 

PictureIt is very important to determine this before you start your marketing campaign.   Most agents jump into the business and start pumping out whatever the office says to – usually farming clubs, teams or groups are set-up to share the idea of the week and soon you find yourself shelling out gobs of postcards and such with coloring contests, quotes, or whatever else strikes you at the moment. 

I was reminded of this as a local broker and his office was out doing a pumpkin patch this last weekend.  I thought about the money spent, the message that that gave and I thought it was fitting.  Not to be cruel, but the office, with 50+ agents, does less business as a group than many of my coaching clients do with a single agent or a husband and wife team.  Maybe they should be in the pumpkin business; after all, it doesn’t seem they are getting very far in real estate. 

The challenge with this approach is that it doesn’t work very well.  Yes, the laws of numbers will work in your favor if you do anything, however to maximize your ROI you need to define who you want to work with and craft a message that speaks to their needs.   Your marketing message needs to make sense.  If you are working with young families, coloring contests are appropriate, but contextualize them for those you market to – send out a black and white flyer that will become your next postcard design, because you are going to send postcards anyway and you value the input of the local kids and want to showcase their accomplishment in the process. 

You are your message – what your marketing material is simply a reflection of you, good or bad.  Be careful about what you are saying.

 

 

 

 

 

 
  Chris Pollinger, Mastery Coaching  
         
  PS. Have you seen our individual agent and team program that combines coaching, advanced marketing strategies with hundreds of pieces of personalized print ready marketing collateral,  specialized training, and all the tools you need to get into the top 1% of agents nationwide? Check out  YourRECoach.com for more the details.  
     
  Recommended Reading –  
         
         
         
  Copyright 2007-2010 – Mastery-Coaching.com and Chris Pollinger – ALL RIGHTS RESERVED.  
     
 

 

 


Inspiration – You May be Blessed



  Inspiration – You May be Blessed  
     
 

Some things are just too good not to share, just click on the icon – I hope you enjoy!

 

 
  Chris Pollinger, Mastery Coaching  
         
  PS. Have you seen our individual agent and team program that combines coaching, advanced marketing strategies with hundreds of pieces of personalized print ready marketing collateral,  specialized training, and all the tools you need to get into the top 1% of agents nationwide? Check out  YourRECoach.com for more the details.  
     
  Recommended Reading –  
         
 
 

 

 
 
         
  Copyright 2007-2010 – Mastery-Coaching.com and Chris Pollinger – ALL RIGHTS RESERVED.  
     
 

 



Spirituality

Spirituality

 

 

“Believe in something larger than yourself.”

 

                                                                   -Barbara Bush

 

 

            In the previous article we mentioned the value of stability. Perceived or actual instability on our part will result in a sucking chest wound to not only the confidence your clients have in you, but also the confidence you have in yourself.  If you’re easily shaken, it will show.  We’ve found that the best remedy for maintaining a sense of stability and strength is to worship a “Higher Power”.   You must absolutely lean on something bigger than you.  It’s difficult to make money in real estate, much less prosper.  And in seasons of lack, whether it is performance or answers, we become all too aware of the fact that depending solely on ourselves is a fruitless endeavor.  Not only that, we also learn that although we need others, no one down here can serve as our savior.  All of us need certain things that our fellow humans are unable to provide.  Embrace God, and you’ll not only feel the effects in your life, you’ll see them as well.  We’ve found that the primary benefits of leaning on your Creator are:

 

1)         Personal Integrity:     All of the world’s major religions have a moral code of some sort. Whichever one you choose, it needs to be rooted in love and selflessness with integrity at its core.  Make no mistake, if you lack love in your life than you have nothing.  If you lack integrity, then you are nothing.  No matter what you accomplish in life, no matter who you become, anything rooted in anything but the truth is worthless.  Everyone lies, but few of us admit it later.  That’s integrity.  Everyone takes things from others (time, opportunity, etc.) but not everyone offers to compensate.  That’s character.  Your integrity will allow you to adhere to your code.   Your code is the key to your character.  And your character is your destiny.    

However, honesty is only part of integrity.  Being good at what you do is equally important.  Whatever you do – do it well, because others are counting on you.  If someone places their most precious asset (usually their home) in your hands, then what you’ve been charged with is no small thing.  Do everything possible to excel, for the sake of your clients as well as your company, and you’ll not only experience material success, but a sense of personal fulfillment as well.  And most importantly, if you can’t accomplish what you’ve been charged with, admit it and refer it out to someone who can.  The rewards won’t be immediate but they’ll be worth the wait.

 

2)         Recharging:               Before I chose to seek God, I would often suffer burnout alone and when I mustered enough energy, I’d immerse myself in hobbies or worse, eat in front of a television.  When I was finished with the futility of this approach a friend of mine asked; “When was the last time you went to church?”  Although I passed on the suggestion at the time, she certainly planted a seed.  Months later when I decided to give it a shot, I found that each week I went I walked away with more self-confidence. I discovered that it’s safe to be emotionally vulnerable around others.  There’s something very liberating in that.  Worshipping with others allows me to give up my burdens to my God in a responsible way. I’m now able to remain present and work with unpleasant circumstances because I know there’s a higher purpose to my problems.  I now understand that whatever I’m going through isn’t just about me, but also serves a purpose for everyone I’m connected to.  It’s good to know that I’m not alone and it’s even better to know that Someone is watching out for me.  With that said, after years of anxiety, I’m finally comfortable in my own skin.

 

3)         Selflessness:                In a market filled with difficult transactions and even more difficult people, it may seem like a tall order for you to give even more ground.  It’s a challenge to put others first.  Do it anyway.  If you put the client first, everything else falls into place.  Please trust us on this one.  Clients who’ve never even written offers have referred us to others who did, resulting in tens of thousands of dollars for our company.  This happened (and continues to happen) because we treat each client and prospect with the utmost respect.  Whatever the projected profit may be, everyone receives the same level of courtesy, due diligence, and professionalism.  If you make it a habit to put others first, you’ll see that “paying it forward” will eventually pay off.

 

4)         Guidance:                   Your business will also benefit immensely from divine guidance.  Tea leaves, so-called “psychics”, and mysticism won’t cut it.  We need hard answers.  The most useful answers are ones we don’t like to hear, but we need to hear nonetheless.  You’re not going to get that from psychics with neon signs in their windows.  Your own research no matter how comprehensive, won’t cut it either.  In the so-called “Information Age” we’re more confused and ill-informed than we’ve ever been.  The so-called “Information Superhighway” has resulted in a dead end, that is, unless you have limitless time to surf on the internet (which hopefully you don’t).  “Googling” anything more general than “Pre-World War I Underwater Welding” will result in hundreds of thousands of hits (even something that ridiculous yielded 15,400 results).  Either way, we’re almost too informed, and the information we do have, no matter how useful, is incomplete.  We also have to remember that although our problems aren’t unique, we certainly are.  How an agent should handle a certain listing is different than what another agent needs to do with the exact same listing.  We need guidance from a Source who knows us, loves us, and wants to see us do well.  Finding a good model, asking others for advice, and quality research is a good start.  But at the end of the day there are no formulas.  Only the voice of God can guide you along the path you need to take.  If it is from God it will not only serve your best interests, but also those of everyone involved.

           

            Spirituality is a touchy subject to address.  There’s a long tradition of freedom of religion in this country, in fact it’s the First Amendment to the Constitution.  But there’s a reason why our national motto is “In God We Trust”.  This country’s fought very hard (and continues to) for what we have.  As a people we know that we’re insufficient by ourselves of achieving any lasting sense of “Life, Liberty, and the Pursuit of Happiness”.  If we’re the bottom line to our existence, if our personal motto is “The Buck Stops Here”, then we’ll never live beyond ourselves.  We’ll never experience the finer things in life such as love, wisdom, and a legacy of charity.  We can’t take anything with us when we die, but we can sure leave things.  For most people it is debt or other unfinished business.  Be different.  Be remembered.  Be more than yourself.

The Law of Borders

 

 

 

 

 

  The Law of Borders  
     
 

Secrets to Successful Branding – The Law of Borders
2

If, we, as the real estate community really understood the concept of branding and its importance, we would save a fortune by cutting the misplaced dollars we are spending in the name of “getting their name out there.”

Most of us are re-treads – people who fell into this business and came from some other background. In 15 years of asking, I’ve only found one person who grew up wanting to be a real estate agent (and she is no longer in the business). I can’t tell you how many people I’ve interviewed as a Broker that said the reason they wanted to be an agent was because they liked houses and people. If that is the sole reason they are here my advice to them has been – “Don’t get started in this business because in 6 months you will hate them both.”

1Those that make it in this industry in today’s world are those that approach it with an amount of business prowess. Unfortunately, that isn’t taught in the “learn everything you need to know to become successful in real estate in two weeks” class. So, we throw the newbies to the vultures (vendors who sell BS products that do nothing but line the pockets of the vendors and serve as filler our nation’s dumps). We let them sling mud on a wall and see what sticks and hope against hope that they will be one of the very few fortunate ones who will survive the first three years.

Over time, those that emerge as mega agents realize that to truly win in this you must realize that it is a business not a career (and there is a major difference) and start learning how to become the “RainMaker.” Although we have dozens of proprietary campaigns to generate more leads, from time to time, we need to strip back to the basics and dive into the philosophy to align ourselves with the right thinking to launch our business to the next level. This week, it’s all about how to brand effectively so that you may maximize your ROI in any marketing or advertising program your engage in. From Al Ries, a master of marketing and branding in the retail sector, we take the lessons and apply the fundamentals to our real estate businesses.


One Secret in Branding is the Law of Borders

Be very careful about tying your brand to a potential variable. A brand should know no boarders and be independent of outside controls. Take your broker’s brand for example. What if the deal changed and it was no longer the best place for you to hang your hat and serve your clients? What if they became adversarial to supporting to your real estate business? Would your personal brand travel with you or would you have to start over from scratch?

I have known to many fantastic agents who have spent years promoting someone else’s brand. None of us enter into relationships with our broker or office with the idea of leaving, but I will tell you that having and promoting your own brand will allow you to have better options should the unforeseen happen. Having your own brand is also necessary to position your business for a future sale. Again, it may not be on the map at this point, but having the option will never hurt you.

 

 

 

 

 

 
  Chris Pollinger, Mastery Coaching  
         
  PS. Have you seen our individual agent and team program that combines coaching, advanced marketing strategies with hundreds of pieces of personalized print ready marketing collateral,  specialized training, and all the tools you need to get into the top 1% of agents nationwide? Check out  YourRECoach.com for more the details.  
     
  Recommended Reading –  
         
         
         
  Copyright 2007-2010 – Mastery-Coaching.com and Chris Pollinger – ALL RIGHTS RESERVED.  
     
 

 

 


DO YOU HAVE WHAT IT TAKES?

 

“The rain came down, the streams rose, and the winds blew and beat against that house; yet it did not fall, because it had its foundation on the rock.”

                                                -Matthew 7:25

           

“Stability” is defined as “steadfast or firm”.  Its origin is the word stabilis which literally means “difficult to overthrow”.  I like that one.  However, “stability” is not inflexibility when the situation has changed, nor is it an entrenched belief system.  A good analogy would be the foundations of earthquake-resistant buildings.  They’re not reliant on massive amounts of steel-reinforced concrete, but rather on rollers designed to absorb an earthquake’s energy and expel it in a certain direction (just not up into the building itself).  There’s also the parable of the oak and the willow.  When a massive storm blows through, the mighty oak lies shattered but the willow remains intact.  The bottom line is to bend but not give, and that will only come with experience and knowing whether or not you’re called to be a successful realtor.

The ugly truth is that some of us aren’t meant to be real estate agents.  Even if you are, you may’ve encountered substantial financial setback, lost your “edge”, or perhaps you’ve lost clients to the competition.  None of these things are indicative of whether or not you lack the mettle to make it in this industry.  What is telling, on the other hand, is your ability to withstand the pressures of not only difficult market conditions but also difficult (or demanding, however you look at it) clients.  If you’ve made it this far, we’d like to congratulate you; you’re better than most.  But survival isn’t your standard.  You must create momentum.  If you want to create momentum for this market (as well as the next one) you must master the four components of strength; Stability, Spirituality, Suffering, and Self-Awareness.  We’ll cover the last three in subsequent articles but for now we’ll deal with the value of Stability.

When we say that someone is “stable” we’re usually referring to their emotional state. Have you ever noticed that when someone snaps and does something harmful or bizarre, it’s often said that “He was such a good coworker/neighbor/family man”?  Have you also noticed that this is always said after the fact?  That’s because it’s impossible to separate your work life from your personal life.  We can’t compartmentalize our lives into neat little pie charts you see at personal growth seminars with slices dedicated to “family”, “religion”, etc.  All aspects of life flow into one another and are dependent on one another for success in each area.  Like the rollers of a building or the roots of a tree, a good foundation is composed of several components all working towards a common purpose; enabling and empowering you to be the best person you can be, both for yourself and those you serve.  If you can commit to the following four habits, you’ll be off to a good start.

 

1)         Physical Exercise:      The most effective and efficient way to lose body fat and “kick start” our brain is to conduct about 40 minutes of cardiovascular work first thing in the morning on an empty stomach (please consult with your doctor).  That way caloric expenditure will go right to your fat stores vs. having to first burn through your glycogen stores from eating throughout the day.  We also advocate weight training but not at the same time.  Unless you’re in great condition, this combo will wear you out.  Wait until late afternoon/early evening (that’s also when your physical strength is at its’ peak).  And by the way, “first thing in the morning” is anywhere from 4:00 to 6:00 A.M.  Trust us, it’ll give you a competitive edge knowing that you’re doing something that most people won’t and you’ll be confident and focused before you even get to the office.

 

2)         Community:   Have a group of like-minded individuals with whom you can share your hopes, successes, setbacks, and ongoing struggles.  We’re talking about honest and vulnerable communication, not merely venting to your spouse or dissociating with drinking buddies.  You can have get-togethers centered around an activity but remember the bottom line is support.  Also ensure that get-togethers are consistent, regularly scheduled, and have reliable participants who can keep you accountable without making you feel condemned or judged.  When you can be real around people just like you, you’ll realize that you’re not a space alien for having the problems you have.  On top of that, you’ll feel good about having the opportunity to minister to others.

 

3)         Finances:        We’re all paying for something we shouldn’t be. There are places we need to cut corners, it could be an extra car payment, excessive advertising for a listing, an addiction, or obsessive concern with our looks.  Whatever it is, it’ll take moral courage and confidence to put these things on the shelf or walk away from them altogether.  Whatever you’re spending money on, it’s all about return on investment, especially when it comes to your business.  Let’s take listings.  Have you ever had a client who insists that you pay for a spread in “Dream Homes”?  I don’t know about you, but the calls I’ve received from “Dream Homes” ads are from dreamers themselves.  These days when homes on the market sit for months at a time, it would behoove you to offer other solutions to listing clients, such as increased open houses, mailers, etc.  They need to see you work hard, not spend hard and they’ll be more impressed with the amount of personal attention and your availability than anything else. 

 

4)         Screen Out the Garbage:      Be very aware of what you eat, watch on television, or listen to… very aware.   Avoiding sugars and starches is obvious but find out what diet or supplements work for you.  Many studies show that a “Ketogenic Diet” (low carbohydrates, higher levels of protein and fat) is superior to most other diets when it comes to maintaining higher levels of alertness and concentration.  You’d be surprised how much mood is affected by what you put in your body.  Also, be careful what you put before your eyes.  Most visual media is of little value.  Speaking as a man, most “men’s shows” and magazines aren’t showing boys how to become men, they’re showing them how to become older boys.  Finally, always remember that words spoken out loud have immense power.  Have you ever heard the expression “Music soothes the savage beast”?  It’s absolutely true but it can also work in the opposite direction.  It’s been known for centuries that there’s a very strong correlation between music and emotion.  In a study conducted on several Alcoholics Anonymous groups, it was found that almost all of the people who failed to stay sober continued to listen to “death metal” and “gangster rap”.  We’re not advocating prudish censorship, just watch the lyrics.  As Hitler proved, the more you listen to a message, the more likely it will settle in your heart, no matter how obscene or outrageous.

           

            Before you can offer anything to anyone else, you have to show others that you can be counted on.  You also have to show this to yourself because the very first source of doubt will come from your inner self, not others.  If you can apply yourself consistently in the areas mentioned above, you’ll not only be well on your way, you’ll get there sooner than you think.

Tracking PR Effectiveness

 

 

 

 

  Tracking PR Effectiveness  
     
 

pictureThere’s an old sales adage that says “People buy from people they know, like and trust,” and public relations (PR) is one of the most cost-effective ways to build the awareness, goodwill and credibility that help influence buying decisions.  Not that we would suggest that REALTORS® use PR to the exclusion of all other marketing tactics, but a healthy dose of PR, combined with a little advertising, direct mail, or other tactics, can provide a big sales boost for many small businesses.

But how can you determine if the campaign is worth the investment?  You might think that gauging a campaign’s impact on immediate sales makes the most sense, but bear in mind that only a direct sales campaign can be measured that way. 

Most marketing programs for small businesses, especially retail, professional services (REALTORS®, CPA’S, etc.) serve to generate a pool of potential clients.  The onus for converting prospects into customers rests with the client, not the campaign.

Here are a few ways to measure the results of your campaign without relying on raw sales data. As with many marketing tactics, tracking the results of your PR campaign can be difficult if you don’t know what you’re looking for, so consider using some of these techniques:

  • Track the number of inquiries or leads your business receives via phone, drop in or web visits.  You’ll need to start by establishing a baseline for each inquiry stream before your campaign starts so that you’ll know whether or not your campaign is actually drawing in more leads.
  • Ask your prospects how they heard about the real estate services you offer.  Know that many people may not remember exactly where they heard about your business, unless it was the result of research such a through the Yellow Pages.  This is good, because it means that your PR campaign is working!  PR is supposed to have a “ripple effect” so that one person who sees a story tells another,  adding to the pool of people who are informed about your business through the PR, plus adding the weight of personal sanction to the referral.
  • Create a campaign-specific offer through your web site with a unique URL, such as a coupon or special program that is only mentioned in your PR.  By isolating an offer this way, you can see how effective your pitch was by counting exactly how many people respond to your offer (of course, that’s assuming the offer is enticing enough to draw interest).
  • Compare historic sales patterns for each year by month to see when or if your business has seasonal sales cycles. Keep in mind that it is always easier to boost a high cycle season’s sales because there are often external factors that drive customers. For example, as a REALTOR® if you work in a ski resort area, perhaps you’ve noticed a jump in sales during the holidays. That time of year (and right before) would be the perfect time to add PR to your marketing mix so that when potential clients are ready to purchase, your Resort Expertise has top-of-mind awareness.

While your story in the newspaper or on TV may motivate someone to get off the couch and take action, an actual buying decision may be based on price, location or convenience.  That’s why developing clear goals and measurement metrics for your PR campaign are so important, so that you can get the maximum return on a minimum investment.

 

 

 

 

 

 

 
  Chris Pollinger, Mastery Coaching  
         
  PS. Have you seen our individual agent and team program that combines coaching, advanced marketing strategies with hundreds of pieces of personalized print ready marketing collateral,  specialized training, and all the tools you need to get into the top 1% of agents nationwide? Check out  YourRECoach.com for more the details.  
     
  Recommended Reading –  
         
         
         
  Copyright 2007-2010 – Mastery-Coaching.com and Chris Pollinger – ALL RIGHTS RESERVED.  
     
 

 

 


Inspiration – Eagle School



  Inspiration – Eagle School  
     
 

Some things are just too good not to share, just click on the icon – I hope you enjoy!

 

 
  Chris Pollinger, Mastery Coaching  
         
  PS. Have you seen our individual agent and team program that combines coaching, advanced marketing strategies with hundreds of pieces of personalized print ready marketing collateral,  specialized training, and all the tools you need to get into the top 1% of agents nationwide? Check out  YourRECoach.com for more the details.  
     
  Recommended Reading –  
         
 
 

 

 
 
         
  Copyright 2007-2010 – Mastery-Coaching.com and Chris Pollinger – ALL RIGHTS RESERVED.