Success as a Real Estate Agent For Dummies

1 - Title Page [Seite 3]
2 - Copyright Page [Seite 4]
3 - Table of Contents [Seite 7]
4 - Introduction [Seite 17]
4.1 - About This Book [Seite 18]
4.2 - Foolish Assumptions [Seite 19]
4.3 - Icons Used in This Book [Seite 19]
4.4 - Beyond the Book [Seite 20]
4.5 - Where to Go from Here [Seite 20]
5 - Part 1 Showing Up for Your Own Success Story [Seite 21]
5.1 - Chapter 1 Skills and Strategies of a Successful Agent [Seite 23]
5.1.1 - Having Goal Objectives and Sales and Income Targets [Seite 25]
5.1.2 - Acting Like a Top Producer from Day One [Seite 26]
5.1.2.1 - Serving your professional representation [Seite 26]
5.1.2.2 - Making the right financial decisions [Seite 28]
5.1.2.3 - Avoiding the role of Designated Door Opener [Seite 28]
5.1.3 - Securing Customers and Clients [Seite 30]
5.1.3.1 - Rule #1: It's about lead generation [Seite 30]
5.1.3.2 - Developing sales ability to win customers [Seite 31]
5.1.3.3 - A real estate market won't dictate your success [Seite 33]
5.1.4 - The Reasoning and Rationale for Being a Strong Listing Agent [Seite 34]
5.1.5 - Choosing Your Avenue to Success [Seite 35]
5.2 - Chapter 2 Selecting the Right Company [Seite 37]
5.2.1 - Real Estate Office of the Future [Seite 38]
5.2.2 - Weighing All Your Options [Seite 39]
5.2.2.1 - Choosing residential or commercial [Seite 39]
5.2.2.2 - What makes a great office? [Seite 40]
5.2.2.3 - Bending or breaking the rules [Seite 43]
5.2.2.4 - What really matters? Looking at size, online presence, training, and market share [Seite 46]
5.2.2.5 - Prioritizing your needs and expectations in a company [Seite 47]
5.2.3 - Creating Your Agency Short List [Seite 48]
5.2.3.1 - Completing your homework [Seite 48]
5.2.3.2 - Ask 12 key questions [Seite 51]
5.2.3.3 - Left-side/right-side your research [Seite 54]
5.2.3.4 - And the winner is? [Seite 54]
5.2.4 - Getting Off to a Fast Start [Seite 55]
5.2.4.1 - Building a relationship with your manager [Seite 55]
5.2.4.2 - Forming partnerships inside your company [Seite 57]
5.3 - Chapter 3 Mastering Any Marketplace [Seite 61]
5.3.1 - A Seller's Marketplace Seems Easy [Seite 62]
5.3.1.1 - The coming soon listing strategy [Seite 63]
5.3.1.2 - The attraction of new competition [Seite 64]
5.3.1.3 - Sellers don't think they need you [Seite 64]
5.3.1.4 - Demonstrating your value to sellers [Seite 64]
5.3.1.5 - Reducing the effect of discount brokers [Seite 66]
5.3.2 - Buyer's Market? No Problem [Seite 66]
5.3.2.1 - Do you even want sellers? [Seite 69]
5.3.2.2 - Where to find leads when they're scarce [Seite 69]
5.3.2.3 - Convincing sellers - why sell now? [Seite 70]
5.3.2.4 - Building urgency in buyers to act [Seite 70]
5.3.3 - Shift Happens [Seite 71]
5.3.3.1 - Recognizing early stages of a market shift [Seite 71]
5.3.3.2 - Shift recognized - now what? [Seite 72]
5.3.3.3 - Focus on motivation [Seite 74]
6 - Part 2 Creating Leads in Our Online World [Seite 75]
6.1 - Chapter 4 Facebook: An Online Lead Juggernaut [Seite 77]
6.1.1 - Personal or Business? Using Facebook Effectively [Seite 78]
6.1.1.1 - Using your personal page to create business [Seite 79]
6.1.1.2 - Getting people to share your posts, business or personal [Seite 81]
6.1.1.3 - Creating your business page [Seite 82]
6.1.2 - Using Facebook Marketing Strategies [Seite 84]
6.1.2.1 - Targeting sellers [Seite 84]
6.1.2.2 - Targeting buyers [Seite 86]
6.1.2.3 - Using the secret weapon of Facebook Lists [Seite 88]
6.2 - Chapter 5 Creating Leads with Online Search [Seite 91]
6.2.1 - The ABCs of Online Leads [Seite 92]
6.2.1.1 - Distinguishing two types of leads [Seite 92]
6.2.1.2 - Dealing with the prospect brush-off [Seite 93]
6.2.1.3 - Converting the forced-registration lead [Seite 95]
6.2.1.4 - Converting the direct-inquiry lead [Seite 95]
6.2.2 - DIY Mentality and Misconceptions [Seite 96]
6.2.2.1 - Selling your value to the online shopper [Seite 97]
6.2.3 - There Is No Substitute for Speed to Lead [Seite 99]
6.2.3.1 - Designing your lead follow-up strategy [Seite 99]
6.2.3.2 - Are phone calls still effective? [Seite 99]
6.2.3.3 - Using text to connect with a prospect [Seite 100]
6.2.3.4 - Video email: The secret sauce [Seite 100]
6.2.3.5 - Persistence pays off [Seite 101]
6.2.4 - Knowing the Psychology of an IDX Lead [Seite 102]
6.2.4.1 - Be first in line [Seite 102]
6.2.4.2 - Don't set it and forget it [Seite 103]
6.2.4.3 - Show and tell [Seite 104]
6.2.4.4 - Ask them to engage [Seite 104]
6.2.5 - Making the Most of Your IDX System [Seite 105]
6.2.5.1 - Combining your property search system with other strategies [Seite 106]
6.3 - Chapter 6 Creating a Larger Online Presence [Seite 109]
6.3.1 - Building a Quality Website for Long-Term Success [Seite 110]
6.3.1.1 - Knowing your website's purpose [Seite 110]
6.3.1.2 - Creating leads through your site [Seite 111]
6.3.1.3 - Delivering value online [Seite 111]
6.3.2 - Understanding Real Estate Blogging [Seite 112]
6.3.2.1 - Creating the look and feel of a professional blog [Seite 113]
6.3.2.2 - Setting up your writing and posting schedule [Seite 113]
6.3.2.3 - Positioning yourself as the marketplace expert [Seite 114]
6.3.3 - Integrating a Customer Relationship Management (CRM) Solution [Seite 115]
6.3.3.1 - Using a CRM as your electronic brain [Seite 116]
6.3.3.2 - Property search system + CRM = money [Seite 117]
6.4 - Chapter 7 Creating Leads with Third-Party Websites [Seite 119]
6.4.1 - The Elephant in the Room: Third-Party Real Estate Sites [Seite 120]
6.4.1.1 - The love-hate relationship with Zillow, Trulia, and Realtor.com [Seite 120]
6.4.1.2 - Results can vary by marketplace [Seite 121]
6.4.2 - Zillow, the White Whale of Real Estate [Seite 122]
6.4.2.1 - Pay to play as a featured agent on listings [Seite 122]
6.4.2.2 - Using premier agent status even when a new agent [Seite 124]
6.4.2.3 - It's about the reviews [Seite 125]
6.4.2.4 - Check your production [Seite 126]
6.4.3 - Realtor.com: It's Not Ours Anymore [Seite 127]
6.4.3.1 - Lead-generation options with Realtor.com [Seite 127]
6.4.3.2 - Avoiding some of the pitfalls [Seite 129]
6.4.4 - Trulia: The Third Spoke in the Wheel [Seite 129]
7 - Part 3 Creating Leads through Timeless Channels [Seite 131]
7.1 - Chapter 8 Sales Prospecting to Generate Listings and Sales [Seite 133]
7.1.1 - Knowing Why Prospecting Still Works [Seite 134]
7.1.1.1 - Video email [Seite 136]
7.1.1.2 - Handwritten notes [Seite 136]
7.1.1.3 - Phone and face-to-face communication [Seite 138]
7.1.1.4 - Prospecting for seller leads [Seite 139]
7.1.1.5 - Prospecting for buyer leads [Seite 140]
7.1.2 - Understanding the Four Pillars of Prospecting [Seite 141]
7.1.2.1 - 1. Set a daily time and place for prospecting [Seite 141]
7.1.2.2 - 2. Fight off distractions [Seite 142]
7.1.2.3 - 3. Follow the plan [Seite 142]
7.1.2.4 - 4. Be faithful to yourself and finish what you start [Seite 143]
7.1.3 - Building Momentum in Your Prospecting [Seite 144]
7.1.3.1 - Targeting the right prospects [Seite 144]
7.1.3.2 - Setting and achieving prospecting goals [Seite 145]
7.1.3.3 - Using technology to your advantage [Seite 149]
7.1.3.4 - Shattering the myths [Seite 150]
7.1.4 - Knowing the Numbers and Ratios [Seite 152]
7.1.4.1 - The law of accumulation [Seite 152]
7.1.4.2 - The power of consistency [Seite 153]
7.1.4.3 - The never-ending prospecting cycle [Seite 153]
7.1.4.4 - The importance of tracking results [Seite 154]
7.1.4.5 - The challenge of managing contacts [Seite 155]
7.1.5 - Staying in Touch [Seite 156]
7.2 - Chapter 9 Generating Referrals, Recommendations, and Introductions [Seite 157]
7.2.1 - Knowing the Referral Truths and Consequences [Seite 158]
7.2.2 - Building Your Referral Base [Seite 158]
7.2.2.1 - Defining referrals [Seite 159]
7.2.2.2 - Finding sources of referrals [Seite 159]
7.2.2.3 - Constructing a referral database [Seite 165]
7.2.2.4 - Following the three golden rules [Seite 165]
7.2.3 - What's Up? Referral Strategy [Seite 170]
7.2.3.1 - Defining the type of referrals you seek [Seite 171]
7.2.3.2 - Setting and achieving your referral goals [Seite 172]
7.2.3.3 - Approaching your referral sources without begging [Seite 172]
7.2.3.4 - Asking the right questions at the right time [Seite 175]
7.2.3.5 - Honoring the referrals you receive [Seite 176]
7.2.4 - Developing and Expanding Referral Relationships [Seite 177]
7.2.4.1 - Making first-time contact [Seite 177]
7.2.4.2 - Converting referrals into clients and referral sources [Seite 178]
7.3 - Chapter 10 Expired and FSBO Success in Any Marketplace [Seite 181]
7.3.1 - Three Reasons to Work Expired and FSBO Listings [Seite 182]
7.3.2 - The ABCs of Expired Listings [Seite 183]
7.3.2.1 - Expireds are high-probability prospects [Seite 184]
7.3.2.2 - Engaging conversations [Seite 184]
7.3.2.3 - Qualifying expired listings [Seite 186]
7.3.2.4 - Calling the seller: What to say [Seite 188]
7.3.2.5 - Using technology to leverage your expired efforts [Seite 192]
7.3.3 - For-Sale-by-Owners Think Selling Is Easy [Seite 192]
7.3.3.1 - Understanding why to pursue FSBO listings [Seite 193]
7.3.3.2 - Using technology to find FSBO listings and opportunities [Seite 194]
7.3.3.3 - Zillow's "Make Me Move" sellers [Seite 195]
7.3.3.4 - Converting FSBO opportunities to listings [Seite 195]
7.3.3.5 - Mastering the game of lead follow-up [Seite 199]
7.3.3.6 - Using stats to make the case [Seite 202]
7.4 - Chapter 11 Open Houses: New Agents' Bread and Butter [Seite 203]
7.4.1 - Online Buyers Have Helped Open Houses [Seite 204]
7.4.1.1 - A chance to meet potential clients face to face [Seite 205]
7.4.1.2 - A means of catering to the do-it-yourselfer's home-buying needs [Seite 205]
7.4.1.3 - A high-touch opportunity in a high-tech world [Seite 206]
7.4.2 - Setting Your Prospecting Objectives [Seite 207]
7.4.3 - Planning Your Open Houses to Gain Maximum Exposure for You [Seite 208]
7.4.3.1 - Featuring a high-demand home [Seite 208]
7.4.3.2 - Looking good: Leveraging the power of curb appeal [Seite 209]
7.4.3.3 - Marketing to the neighbors [Seite 210]
7.4.3.4 - Guiding prospects to the open house [Seite 210]
7.4.4 - The New Strategy of Mega Open Houses [Seite 211]
7.4.4.1 - Creating a neighborhood event [Seite 211]
7.4.4.2 - Facebook-targeted marketing [Seite 211]
7.4.4.3 - Three signs and a cloud of dust [Seite 212]
7.4.4.4 - Banners and flags and blowups, oh my! [Seite 214]
7.4.5 - Being the Host with the Most: Effectively Managing the Open House [Seite 214]
7.4.5.1 - Setting up for success before prospects arrive [Seite 215]
7.4.5.2 - Wallflower or social butterfly: Meeting and greeting during the open house [Seite 217]
7.4.5.3 - Winning follow-up systems and strategies [Seite 219]
8 - Part 4 Winning the Business and Getting Paid [Seite 221]
8.1 - Chapter 12 Making Your Listing Presentation a Masterpiece [Seite 223]
8.1.1 - Qualifying Your Listing Prospects [Seite 224]
8.1.1.1 - Using questions effectively before your listing presentation [Seite 224]
8.1.1.2 - Knowing why and how to question listing prospects [Seite 225]
8.1.1.3 - Deciding on a one-step or two-step listing presentation [Seite 227]
8.1.1.4 - Checking your prospect's "DNA" [Seite 230]
8.1.2 - Presenting to Qualified Prospects [Seite 232]
8.1.2.1 - Knowing the purpose of your presentation [Seite 232]
8.1.2.2 - Delivering a compelling presentation [Seite 234]
8.1.2.3 - Making your presentation useful, interesting, and engaging [Seite 240]
8.1.2.4 - Keeping your presentation focused and targeted [Seite 241]
8.1.2.5 - The four components of a great presentation [Seite 243]
8.1.2.6 - Staying in control [Seite 245]
8.1.3 - Dealing with Sales Objections [Seite 247]
8.1.3.1 - Delaying or deferring objections [Seite 247]
8.1.3.2 - Handling objections in four easy steps [Seite 248]
8.1.4 - Asking for the Business [Seite 249]
8.1.5 - Bringing the Presentation to a Natural Conclusion [Seite 250]
8.2 - Chapter 13 Getting the House Ready for Showing [Seite 251]
8.2.1 - Getting the Home Ready for Pictures and Virtual Tours First [Seite 251]
8.2.1.1 - The essential image online [Seite 252]
8.2.1.2 - Unlocking secrets to perfect property pics [Seite 252]
8.2.2 - Counseling Clients on Home Improvements [Seite 254]
8.2.2.1 - Improvements that contribute to the sale price [Seite 254]
8.2.2.2 - Improvements to skip [Seite 257]
8.2.3 - Passing the Curb Appeal Test [Seite 258]
8.2.3.1 - Curb appeal is more important than ever [Seite 258]
8.2.3.2 - Landscaping your way to success [Seite 258]
8.2.3.3 - Exterior paint condition and color [Seite 259]
8.2.4 - Prepping the Interior of the Home [Seite 260]
8.2.4.1 - Staging a home [Seite 261]
8.2.4.2 - Making a clean-up checklist [Seite 264]
8.2.5 - Making a Great First Impression: Final Ways [Seite 266]
8.2.5.1 - Enhancing the first glance [Seite 267]
8.2.5.2 - Helping the buyer "move in" [Seite 267]
8.3 - Chapter 14 Marketing Yourself and Your Properties [Seite 269]
8.3.1 - Shifting from Print to Online [Seite 270]
8.3.1.1 - Setting up a monitoring system [Seite 270]
8.3.1.2 - Focusing your marketing dollars online [Seite 271]
8.3.2 - The Importance of Photographic Images [Seite 272]
8.3.2.1 - Putting pictures to work for your listing [Seite 273]
8.3.2.2 - Choosing your camera [Seite 273]
8.3.2.3 - Taking digital photos [Seite 274]
8.3.3 - Choosing Internet Strategies That Work [Seite 275]
8.3.3.1 - Company websites [Seite 275]
8.3.3.2 - Property information websites [Seite 276]
8.3.3.3 - Lead-generation websites [Seite 276]
8.3.4 - The Art of Persuasion: Getting Prospects to Buy into You [Seite 278]
8.3.4.1 - Get the customer to interact [Seite 278]
8.3.4.2 - Expand your reach in cyberspace [Seite 279]
8.3.5 - Using Technology to Market Yourself and Your Properties [Seite 280]
8.3.5.1 - Call capture . . . still effective [Seite 281]
8.3.5.2 - Text-back strategies [Seite 282]
8.3.6 - Targeting Your Marketing Message [Seite 283]
8.3.6.1 - Defining your target audience [Seite 284]
8.3.6.2 - Positioning your offering [Seite 285]
8.3.7 - Creating and Placing High-Impact Ads [Seite 288]
8.3.7.1 - Emphasizing benefits versus features [Seite 289]
8.3.7.2 - Staying legal [Seite 289]
8.3.7.3 - Choosing the right media outlets [Seite 290]
8.3.7.4 - Converting ad interest to action [Seite 291]
8.3.8 - Enhancing Exposure via Virtual Tours [Seite 291]
8.3.8.1 - Producing a virtual tour [Seite 292]
8.3.8.2 - Leading prospects to your virtual tour [Seite 294]
8.4 - Chapter 15 Negotiating the Contract and Closing the Deal [Seite 295]
8.4.1 - Preparing for the Task Ahead [Seite 296]
8.4.1.1 - The right tone [Seite 297]
8.4.1.2 - Keys to representing a seller [Seite 298]
8.4.1.3 - Keys to representing a buyer [Seite 300]
8.4.1.4 - Advice for partnering with the other agent [Seite 302]
8.4.2 - Advancing or Accepting an Offer [Seite 303]
8.4.2.1 - Presenting a buyer's low offer [Seite 304]
8.4.2.2 - Receiving a buyer's low offer [Seite 304]
8.4.2.3 - Taking the insult out of an insulting offer [Seite 305]
8.4.2.4 - Getting beyond emotion [Seite 306]
8.4.2.5 - Turning concessions into victories [Seite 307]
8.4.2.6 - Dealing with I win/you lose clients [Seite 308]
8.4.3 - Closing the Deal [Seite 308]
8.4.3.1 - Forming a closing team and working with the players [Seite 309]
8.4.3.2 - Avoiding derailment [Seite 311]
9 - Part 5 Creating Ongoing Success in Real Estate Sales [Seite 313]
9.1 - Chapter 16 Keeping Clients for Life [Seite 315]
9.1.1 - Achieving Relationship Excellence [Seite 316]
9.1.1.1 - Defining your service standards [Seite 318]
9.1.1.2 - Promising, then flawlessly delivering [Seite 319]
9.1.1.3 - Viewing the closing as a starting point, not a finish line [Seite 320]
9.1.2 - Creating After-the-Sale Service [Seite 322]
9.1.2.1 - Laying the groundwork during the transaction period [Seite 322]
9.1.2.2 - Setting a service agenda for the first 30 to 45 days after the sale [Seite 323]
9.1.2.3 - Establishing an ongoing communication strategy [Seite 326]
9.1.2.4 - Customizing your messages [Seite 332]
9.1.3 - Establishing Awesome Service [Seite 335]
9.1.3.1 - Developing a service plan [Seite 336]
9.1.3.2 - Extending extra touches that create gold [Seite 337]
9.2 - Chapter 17 Maximizing Your Time [Seite 341]
9.2.1 - Spending Less Time to Accomplish More [Seite 341]
9.2.2 - Applying Pareto's Principle: The 80:20 Rule [Seite 343]
9.2.2.1 - Making time for the things that impact your success [Seite 344]
9.2.2.2 - Weighting your time to what matters [Seite 346]
9.2.2.3 - Keeping PSA time in check [Seite 347]
9.2.3 - Managing Your Day [Seite 348]
9.2.3.1 - Knowing the power of the 11 a.m. rule [Seite 349]
9.2.3.2 - Tracking your time [Seite 349]
9.2.3.3 - Dealing with time-consuming fires [Seite 350]
9.2.4 - Time Blocking Your Way to Success [Seite 351]
9.2.4.1 - Setting your schedule in time blocks [Seite 352]
9.2.4.2 - Avoiding time-blocking mistakes [Seite 354]
9.2.5 - Killing the Time Killer Called Procrastination [Seite 357]
9.2.5.1 - Moving forward with a clear vision [Seite 357]
9.2.5.2 - Knowing your objectives [Seite 358]
9.2.5.3 - Setting your priorities [Seite 358]
9.2.5.4 - Giving yourself deadlines and rewards [Seite 361]
9.2.6 - Carpe Diem: Seizing Your Day [Seite 362]
9.2.6.1 - Stop wasting time [Seite 362]
9.2.6.2 - Stop letting others waste your time [Seite 362]
9.2.6.3 - Manage interruptions [Seite 363]
9.2.6.4 - Handle intrusive clients [Seite 363]
9.2.6.5 - Keep phone calls short [Seite 364]
9.2.6.6 - Use your car to gain efficiency and career advancement [Seite 365]
10 - Part 6 The Part of Tens [Seite 367]
10.1 - Chapter 18 Ten Must-Haves for a Successful Agent [Seite 369]
10.1.1 - Good Contact Management System [Seite 369]
10.1.2 - Online Lead-Generation Software [Seite 370]
10.1.3 - Enhanced CMA Software [Seite 370]
10.1.4 - BombBomb [Seite 371]
10.1.5 - Tablet Computer [Seite 372]
10.1.6 - DocuSign or Dotloop Software [Seite 372]
10.1.7 - Facebook Business Page [Seite 372]
10.1.8 - Personal Website [Seite 373]
10.1.9 - A Phone Headset [Seite 374]
10.1.10 - Sales Scripts [Seite 374]
10.2 - Chapter 19 Ten Tips for Listing Presentations [Seite 375]
10.2.1 - Winning the Seller with Preparation [Seite 375]
10.2.2 - Knowing Your Competition [Seite 376]
10.2.3 - Sticking with Your Strategy [Seite 376]
10.2.4 - Forgetting about a "Be Back" Listing [Seite 377]
10.2.5 - Using Technology to Impress a Prospect [Seite 377]
10.2.6 - Conveying Your Benefits Clearly [Seite 377]
10.2.7 - Inserting Trial Closes Strategically [Seite 378]
10.2.8 - Talking about Value Rather than Price [Seite 378]
10.2.9 - Being Willing to Walk Away [Seite 379]
10.2.10 - Clarifying Service and Next Steps [Seite 380]
10.3 - Chapter 20 Ten Advantages of Teams [Seite 381]
10.3.1 - Increased Skill Improvement [Seite 381]
10.3.2 - Lone Wolf Syndrome [Seite 382]
10.3.3 - Lead Coverage [Seite 382]
10.3.4 - Quality of Life [Seite 382]
10.3.5 - Stability of Income [Seite 383]
10.3.6 - Leverage [Seite 383]
10.3.7 - Specialization [Seite 383]
10.3.8 - Coaching and Training Others [Seite 384]
10.3.9 - Increased Income and Increased Leads [Seite 384]
10.3.10 - Saleable Business [Seite 384]
10.4 - Chapter 21 Ten Tips for Agent Safety [Seite 385]
10.4.1 - Trust Your Gut [Seite 385]
10.4.2 - "Talk Time" Leads to Higher Security [Seite 386]
10.4.3 - Create Your First Appointment Strategy [Seite 386]
10.4.4 - When You Meet at a Home [Seite 387]
10.4.5 - Trail Behind When Showing a Home [Seite 387]
10.4.6 - Inform Others and Check In [Seite 387]
10.4.7 - Distress Code for Safety [Seite 387]
10.4.8 - Taking a Self-Defense Class [Seite 388]
10.4.9 - Arrive Early and Plan for Your Exit [Seite 388]
10.4.10 - Practice Your Excuse [Seite 388]
11 - Index [Seite 389]
12 - EULA [Seite 411]