What’s Happening . . .

Cool factor 8:  You can get internet on an airplane these days so I’m able to catch up on a few things as I travel across country to Sarasota.  It’s about time!  Wonder when they’ll break down and let us use cell phones?

THE BIG TECHNOLOGY SUMMIT is coming.  It’s March 3 and 4 in Las Vegas and at the moment, it looks like it will be at the new Springhill Suites.  That location is sorta firm but not set in concrete yet.  The hotel is across the street from the Las Vegas Hilton, near the Convention Center and is offering a room rate of $109.  The Sahara and Riviera are walking distance and offer better rates.  There is no charge to attend beyond transportation and hotel.  The meeting will start mid-day on Wednesday and continue until 5pm or so on Thursday.  While there will be updates and news and even a little training, the real focus of the meeting will be technology:  maximizing the effectiveness of the new Corporate and Broker websites, the Help-U-Sell.mobi site, using Social Media, Zillow, Trulia and other online tools to build your online presence and so on.  I anticipate 100 brokers will attend and am looking forward to this meeting as a kind of Help-U-Sell family reunion.  I hope you’ll get it on your calendar TODAY and start shopping airfare. 

There will be a smaller version of the meeting March 1 and 2 in Sarasota at the Help-U-Sell home office if that makes more sense to you.  The meeting will be the same but the opportunity to rub shoulders with a large group of your peers will not be there.  I’m expecting 6 – 10 attendees.  There is a nice LaQuinta a couple of miles away for about $80 a night and a Comfort Inn at about $60. 

Folks, I can’t say it strongly enough:  GET TO VEGAS for this meeting . . . Sarasota if that works better, but GET THERE.  We have a lot of work to do to get maximum benefit of the great new tools Robbie is bringing to us and this is where we’ll begin the process. 

Speaking of Robbie Stevens, I understand that yesterday’s Tech Tuesday Teleconference was a home run as he demonstrated the mapping capabilities of the new websites.  How exciting that Help-U-Sell has it’s own Google Maps app. and that all you have to do to see the listings in an area is to type the location and press enter. 

Maurine is cranking up the first ever Help-U-Sell Online University next Thursday.  It will run every Thursday for a couple of months (we’re not sure how many because this is the first time we’ve done it) and will leave attendees with a solid grasp of the Help-U-Sell system and, more important, how it works in today’s real estate market.  If you need a refresher, if you need to get re-energized or if you’ve forgotten what you learned in your old University, I urge you to sign up and attend. 

Tami Patzer, in addition to doing  just about everything, is starting to upload the Operations Manual to the Download Library.  You’ll be able to view it and pull it down by chapter.  There’s already a new Identity chapter and the plan is to update the rest of it, chapter by chapter, until it clearly reflects who we are today.  Tami’s also in charge of spearheading ou PR campaign and has already snared an interview with RIS Media for John.  I’m looking forward to new, positive press about us and what we’re doing. 

I’ll be working with Lori Warnelo over the coming weeks to develop a new job for her and a new function for us at home office.  Lori is going to be the first Help-U-Sell customer relations rep.  Her job will be to contact each office about once a month,  learn what’s new, get a production update, share information about coming events and new tools, and provide a conduit for transmitting requests for help and good ideas to the appropriate people.  We’re seeing this job as a part of the Coaching Program, being the first layer of contact in that system.  Honestly, I think it will be more than one person can handle, so I expect we’ll have someone else working with Lori soon.  Lori has a great history with Help-U-Sell and an understanding of who we are and what we’re doing, so I want the job to develop with her first. 

While we are not marketing franchises at this time — our focus remains on our existing offices — but requests for information come in regularly and receive a response.  We’ve also had a number of former franchisees who have asked about coming back.  Our plan is to be very careful and judicious about who becomes a member of the family, but to begin to develop a process for dealing with the leads that come in.  We’re considering a once or twice a month webinar to present the Help-U-Sell franchise offering to those who express an interest along with an introductory phone call and information packet. 

The Coaching Program continues to grow with Jack Bailey and Ron McCoy both bringing great value to the brokers they talk with once a week.  To get involved all you have to do is make the request.  You’ll be assigned a coach and will probably have several one-on-one meetings to get in the groove of the program after which you’ll join a small Coaching Group.  Feedback from the groups has been excellent.  Members seem to get as much out of brainstorming with each other as they do from interaction with their coach and positive change happens.

Trademark Infringement

All of us love the Help-U-Sell brand name and its registered Marks.  It communicates a message of Effectiveness and Value to consumers and remains a key to our marketing success.  That’s why it’s serious business when someone uses the Mark without authorization.  Sometimes it’s an independent broker who wants to trade on the name without paying for it.  Sometimes it’s a former Help-U-Sell broker who just can’t seem to get around to changing the signs.  Sometimes it’s a former member who was excluded in the bankruptcy of RIS and the transfer to Infinium (there were quite a few who were not assumed by the new owners and therefore those agreements died). 

Our course of action in these situations is clear: 

  • First the infringer gets a ‘Cease and Desist’ demand from Help-U-Sell Real Estate.  They may actually get more than one with the second being stronger than the first.
  • If changes are not made, we may go to court and secure an injunction forcing removal of the Mark from the infringer’s materials.
  • In these kinds of cases, it’s not unusual for the court to award a sizable chunk of the infringer’s revenue to the owner of the Mark as damages. 

I often come across violations on the Internet.  I have a Google Alert set for ‘Help-U-Sell’ so that anytime anyone uses the name on a site that’s indexed by Google, I am notified.  Every day I get a dozen or so and usually they are all fine:  just the activity of Help-U-Sell team members.  But every once in awhile I get a clunker:  someone who has no right to the mark using it without authorization.  I pass those on to the Legal Department.

It’s important for you to help us protect the Mark.  Fraudulent use hurts all of us and diminishes the value of the brand.  If you come across someone infringing on our trademarks, let me or anyone at corporate know.  If, in two months you continue to see the infringement, follow-up with us.  Because we are not in your local market, we may not know whether a Cease and Desist demand has worked.

U R Reality TV

I got home last night with a handful of things to do.  Television is rarely a distraction for me (though I do admit a minor addiction to Survivor and old black and white movies), but last night, dinner was ready just at 8 and I flipped on the mush-box for no good reason as I ate.  What glimmered on the tube was a whole new season of The Biggest Loser.

I’ve seen bits and pieces before and have been surprised at how noble and human all of that exercising seems to be.  Last night, five minutes after I sat down,  as I shovelled a pasta/chicken dish and Brussels sprouts into my mouth, I began to blubber like a little girl.  I finished dinner and reached for a Kleenex.  Next thing I knew it was two hours later and my eyes were all red and puffy.  Is that stupid or what?

Not really.  It’s a tribute to the power of production, direction and editing.  I think it is amazing how this kind of television can elicit such a strong emotional response from viewers.  And it’s accomplished very cleverly.  They do it by being very clear about the objective – which is to get that strong response, get it quickly and sustain it;  by arranging situations where the drama can unfold;  and then by editing, editing, editing until it all comes together in a big sob-fest.

Here’s what I’m thinking today:  Your life is a Reality Show.  There will be a winner at the end of it and at each little challenge that comes along.  Most of us are so busy participating in the action that we ignore the aspects that bring power to the experience.  Put plainly, are you producing, directing and editing your own reality show to get the response you expect and the result you want? 

Production occurs at the 30,000 foot level.  It’s where the producer gets clear about what he or she wants to do and maps out a grand schema to get it done.  Producers are rarely involved in the day to day creation of the show:  they define the bulls-eye and delegate the doing to competent others.  If they become involved in the day-t0-day it’s to make the call when decisions are tough.  You are the producer of your show (actually, I’d argue that you share production credits with God, who probably deserves the title, ‘Executive Producer’).  Are you clear about what you’re trying to accomplish?  Have you thought about what you want to see when you flip on the tube to watch the story of your life?  When the tough stuff comes, do you withdraw to 30,000 feet to consult with your Executive Producer about which decision fits best with what you’re trying to accomplish?

Directors craft the look, feel, plot, drama and orchestrate the desired response.  The director tells everyone what to do and how to do it so the producer’s vision can be achieved.  Funny about movies and television:  They almost never put anything on the screen that’s not important in moving the plot forward or creating the desired response.  Are you doing the same?  Are you so clear in your vision that everything that makes it into the movie of your life is relevant? Or are you running in ten directions at once, trying to do a passable job at dozens of things rather than a great job at one or two?   Is there a (self-disciplined) director sitting in the back of your head, guiding you to your goal? 

I knew a top producing agent some years ago in Northern California.  He was about 27 and grossed about $300,000 in commissions the previous year (this was 1989 — and that was a lot).  I asked him about getting started so young and if he had to overcome credibility issues at age 22. He said he did for a short period of time.  I asked what he did to overcome that.  ‘I had to make changes in the way I saw myself,’ he answered.  ‘I’d been in college and I was a daring rogue, partying too much and taking stupid risks.  I saw myself as a pirate.  I realized if I wanted to be successful — and I did — I needed people to see me differently.  Nobody wants to buy real estate from a pirate!  So I cleaned up my act.  Got a haircut, started shaving every day and bought some professional looking clothes.  Then I started listening to some good teachers:  Tony Robbins, Tom Hopkins, Danielle Kennedy.’  In essence, what this young man was saying was that the director of his show stepped in and had him adjust his performance.  Smart move. 

Finally, there are the editors — who I’d say are the real stars of shows like The Biggest Loser.  They take raw and probably very boring footage and slice it up so that it depicts exactly what the director wants to depict.  It’s like what the cartoon character, Jessica Rabbit said in Who Framed Roger Rabbit:  ‘I’m not really bad — I’m just drawn that way.’  Maybe Survivor’s Russell wasn’t really evil– he was just edited that way.  You have to become your own editor, too.

A couple of years ago I was interviewing people for a job.  One of my candidates was qualified, but she talked more about the trauma of her recent messy divorce than she did about her goals, aspirations, joys and abilities.  Of course I didn’t hire her.  But  it turns out the woman I eventally did hire — bright, energetic, capable — was also embroiled in a nasty divorce.  Nobody had any idea for weeks, and when it finally came out it was nothing she wanted to spend any energy on at work.  Later, after we’d become friends, I asked her about it. 

‘You know, I had no idea you were going through a divorce, and certainly not one this messy, when you came in for your interview,’ I said. 

‘That’s because I keep that tucked in,’ she replied.  I gave her a questioning look.  ‘I don’t want my life to be about my divorce, so I keep it to myself when I’m doing other things.  You weren’t hiring a soap opera, so I left that part of my life at the kitchen table that day, just as I do every day when I come to work.’

Editors sometimes get Emmys and Oscars . . . and they deserve them.

 

 

 

America’s Real Estate Company and The Power of Intention

Years ago, after I’d sold my real estate company and embarked on my new career in the corporate side of the business, after I realized I loved what I was doing and would devote the foreseeable future to it, I did a little daydreaming about how I wanted it all to turn out.  What was I going to be doing in 3 years?  in 5?  What job would I have?  Where would I be living and what would I be making?  I wrote down a few of my key thoughts on a piece of note paper and tucked it away in my desk.  A move a couple of months later landed the paper and much of the rest of my desk contents in a box stacked away in storage. 

About five years later, in a fit of Spring cleaning, I came across the box, opened it and discovered the paper.  Every single thing I’d written down had come to pass, exactly as I’d pictured it.  It was such an eye opener for me because I’d forgotten all about the daydreaming and the piece of paper.  Suddenly I had proof that simply getting clear about what you want and focusing on that (not on what you don’t have) can cause your dreams to manifest. 

When I came back to Help-U-Sell last Summer, I wrote lots of things on lots of pieces of paper.  I’m having a ball watching these new daydreams slowly evolve.  There is one thing I wrote down that I’d like to ask all of you to help with. 

I look forward two or three years . . . and I can see Help-U-Sell offices in Walmarts across America.  Seems to me the fit is perfect:  we’re all about providing excellent service and saving consumers money.  So is Walmart.  And while the snootier bunch may snicker at Walmart, just as they snicker at Help-U-Sell, when it comes time to buy a Sony flat panel television, you can bet they shop there. 

When you think about who we are and what we do, we really are America’s Real Estate Company — just as Walmart is Where America Shops.  Picture yourself walking into Walmart, looking to the right and seeing McDonalds, looking to the left and seeing the Optical Department and then looking a little further and seeing . . . Help-U-Sell.  Isn’t that a beautiful picture?

Here’s where your part comes in.  I have no idea how this will happen, who will play a key role, where the contacts will be made;  but I do know that if 300 people have it in mind (rather than just little old me) the chances of that contact, that connection happening are much greater.  Spend a few minutes this week thinking about how this might work.  Picture it having already happened.  See the sign, see the agents, see the pictures of property, see the consumers milling about.  And then write it down.  And tuck it away in a box.  In January of 2015, we’ll all look back and see how the Power of Intention helped our entire organization achieve a goal. 

I realize this all may sound a little magical,  a little silly.  If that’s in your mind, just remember John Kennedy in 1962, speaking at Rice University in Texas painting a picture in the National Consciousness.  He said we would go to the moon and we’d do it in that decade.  As an entire nation held the vision, we achieved the goal. 

You can read the full text of Kennedy’s speech here.

(‘The Power of Intention’ is a great book by Wayne Dyer.)

Short Sale Prospecting

I know, I know:  you hate Short Sales.  They are unpredictable and frustrating to say the least.  But, the reality is almost every REALTOR hates Short Sales . . . and that’s what makes them such a great opportunity. 

Mike Ferry, the great real estate trainer and motivator, used to talk about the 180 degree theory of real estate sales success:  find out what everyone else is doing and do the opposite.  He’d probably agree that in a world where agents hate Short Sales, the smart thing to do is to specialize in them. 

It’s a good fit for Help-U-Sell, too.  After all, our whole program is built around helping people solve their real estate problems in a way that saves them money.  Who better to help today than the homeowner who, through no fault of his or her own, is upside down and desperate for an answer? 

It’s that kind of thinking that’s led Dan Desmond, Robin Rowland, Marty Castro and so many other sharp Help-U-Sell Brokers to take courses, revise marketing materials and gear up to go after this growing niche in their local real estate market.  If market trends and history mean anything, that’s a smart strategy most of us should adopt.

A couple of weeks ago, on the Tuesday Broker Roundtable call, Ken Kopcho shared a flyer a competitor was using in his marketplace to solicit Short Sale listings.  This Broker created the flyer in English on one side, Spanish on the other, put them into plastic door knob hangers and had them delivered in target neighborhoods around town.  Ken reported a noticeable spike in the competitor’s listing inventory. 

Ken Faxed me the flyer and I wordsmithed it a little and have reproduced it below.  If Short Sales are a significant part of your market, why not use this bit of verbiage to begin a prospecting campaign for these special listings?  You could use this to create door hangers as originally done or convert it to postcards or even telephone dialogue.  Whatever you do, I’d love to hear how it works for you. 

Dear Neighbor,

Many homeowners in today’s market have little or no equity; that is, they owe more in mortgage debt than their property is worth.  In these situations, lenders may accept less than the full amount due when the property is sold – a practice that is commonly known as a Short Sale.   Today, more than ever before, you may be able to take advantage of this option.

My company has been negotiating between 10 and 20 Short Sales a month.  We will negotiate with your lender to accept less than the amount owed and forgive the difference.

I am convinced that, with our approach, we can help you sell your home.  With a Short Sale, you can basically list your home for FREE, since my fee is paid by the lender – all the while protecting your credit rating!

If you find yourself behind on your payments or owing more than your home is worth, complete the following questionnaire and call me TODAY at XXX-XXX-XXXX.  You may also email me at XXXX@XXXX.com or Fax the form to XXX-XXX-XXXX. 

****

(English)

Quick Short Sale Survey Form

Property Address _____________________________________

Are you behind or struggling to make your mortgage payments? Yes     No

Do you NEED to sell this home?     Yes     No

Do you owe more on your home than it is worth?     Yes     No

Are you living in the property now?     Yes     No

Additional Information  _____________________________________

Call XXX-XXX-XXXX or email this survey to XXXX@XXX.com or fax to XXX-XXX-XXXX

For more information, call me today.

Sincerely

J. Sellingman

Listing and Foreclosure Specialist

****

(Spanish)

Quieridos Duenos de Casa

Muchos propiedades in el mercado de hoy tienen poca o ninguna equidad; es decir el vendedor debe cerca de o más que la propiedad merece.  En estas situaciones, los bancos pueden aceptar menos que la cantidad llena debida, comúnmente conocido como “una Venta Corta.”  Ahora más que alguna vez, usted puede aprovechar esta opción.

Nuestra oficina hace ventas cortas con un promedio de 10-20 mensuales.  Negociaremos con su prestamista para aceptar menos que la cantidad debida y perdonar la diferencia.

Soy convencido que, con nuestro programa, podemos ayudarle a vender su casa.  Con una Venta Cort, usted puede poner básicamente su casa en la marketa gratis, ya los costos son pagados por el prstamista Y mentras co proteccion de su credito!

Si usted se encuentra detras en sus pagos o debido más que su casa merece llene el cuestionario abajo y me llman HOY al XXX-XXX-XXXX or correo electronico, XXX@XXX.comor numero de fax al XXX-XXX-XXXX.

****

Cuestionario de Venta Corta

Dirección de propiedad:______________________________

Esta Retrasado o batallando para complir con su pago de casa?    Si     No

NECESITA vender su casa?     Si     No

Se debe mas que el valor de su casa?     Si     No

Vive usted en esta propiedad?     Si      No

Informacion Adictional: _____________________________

Para mas informacion llame al XXX-XXX-XXXX

Sinceramente,

 

J.Negocios

Especialista de Venta Corta

 

Accessibility Toolbar