How Google Saved My Life (kinda)

I spent a couple of days over this Christmas weekend at Mount Laguna, just east of San Diego.  Most people think of Southern California as a beach place – which it is – but we are surrounded by some pretty  nice peaks, including this one at about 6,000 feet in places.  I took Homer, the dog, in search of snow and adventure.

Unfortunately the temperature got no lower than 35 degrees so our snow adventure turned mostly into mud.  Nonetheless, when the clouds parted and the first sunbeams came through on Christmas Eve, we decided to take a little hike.

We’d been out the day before, slogging through the soggy woods in a drizzle  to a lovely mountain lake.  At one point we came around a little stand of pine and found ourselves 100 yards from a rather large coyote.  He stopped for a moment – as did we – and stared.  He and Homer seemed to communicate by nose and I felt my guy pulling at the leash.  The coyote took a few steps up the slope, away from us, then stopped and stared again.  We held our position.  He continued this dance, taking a few steps, pausing, looking, all the way up the slope and disappeared into the tall grass.  I tightened my grip on the leash, remember that coyotes, like dogs, are packing animals and where there is one, there are likely others.  Truthfully, they’d almost never attack when a human was present, and certainly not during the day – but the thought of a hungry pack bearing down on my best friend caused me to quicken my own pace back up and out of the woods.

This day, I pulled the Jeep off the road, parked and took to a trail heading up-slope.  It wasn’t marked and I didn’t have my trail map with me, so it was simply going to be a late afternoon walk in the woods, nothing special, no destination.  We made steady progress up and up on the trail, Homer a few feet in front of me and off leash, enjoying every smell and sudden movement we encountered.  Thirty minutes later we came to a marker for the Pacific Crest Trail and took it north to Foster’s Point- a wonderful rocky ledge with a panoramic view to Anza-Borrego State Park and stretching to a hint of the Salton Sea beyond. The rain had stopped, but big dark and sometimes white clouds raced across the crest of the peak we were on and made shadow play on the desert below.  The wind was howling and it was cold.  I took a few pictures and turned to go.

Soon we were back at the marker sign for the Trail and I followed the adjoining trail off to the right, figuring to be back at the Jeep by sunset . . .  but this is where the problems began.  We’d hiked about ten minutes when we came across a fallen oak tree across the trail.  I didn’t remember it.  This concerned me but I rationalized that Homer and I had been having so much fun on the upward hike that I probably just spaced it.  We continued on, but now I was watching the trail closely, looking for my own footprints going in the other direction.   Here is a great hiking truth:  Hiking boot footprints are very similar; sometimes you think this one might look a little like yours, and sometimes . . . not.  Ten minutes later we were on such a steep slope down that I became certain that we hadn’t come this way.  I decided to return to the Pacific Crest Trail marker and look again for another trail, hopefully the one we’d come up on.

It was a hard hike uphill and we arrived at the marker out of breath.  As cold as it was I removed my hat to cool off a bit, and looked around.  I could see nothing in the way of an alternative trail, just a continuation of the one I had been on, continuing on in the other direction.  I walked down a bit anyway, then turned and walked back, hoping it would seem familiar.  It did not.  Therefore, the last path, the one that didn’t seem right, had to be the correct one.  I passed my confusion off as failure to pay attention, and headed back down the path I’d just left.  Once again it didn’t seem familiar but I pushed on.

The sun was getting quite low by now, and I had my first thoughts of being lost in the woods – not a good thing to happen on Christmas Eve when anyone who might help is probably home by the fireplace.  Homer dashed off the trail in pursuit of some small creature and I immediately thought of the coyote we’d seen the day before.  Sunset . . . this is when they come out to hunt.  I chased after him, calling in my sternest voice.  It took a moment, but being the good dog that he is, he came back and allowed me to put him on his leash.  We continued on.

By now, the temperature had begun to drop and, with the wind, I began to feel cold . . . and lost.  I plunged my hand into the pocked of my jacket and met my Android Phone.  I grabbed it.  Maybe, I thought, Maybe.  I turned it on and in what seemed like a long minute, it revealed . . . a weak signal.  I pushed the Navigation App – which is part of Google Maps – and quickly zeroed in on our location.  We were horribly off course.   The trail we were on went nowhere, just down to the valley, and certainly not near the road.  Darkness was falling and we had to get back and on track quickly.

I used Google Maps all the way back up the mountain and then, at the Trail Marker, I used it to locate the previously non- apparent trail back to the Jeep.  The right trail had been there all along:  it was the continuation of the wrong trail that I’d dismissed on my second trip back up.  Homer and I nearly ran all the way to the car.  By the time we got there, it truly was night . . . but we’d made it, thanks in no small part to Google Maps.

It’s easy to dismiss the importance of technology in our daily lives, to see it as a frivolous waste of time, and to yearn for a simpler time.  But ten years ago?  I think my little Christmas Eve tale might have had a different ending.  As we approach the end of 2012, I am very, very grateful for Google, for smart phones, for the Internet . . . and for the Future.

Help-U-Sell Success Summit Update

Ahhhh.  That’s what I feel every year at this time.  The NAR Expo is history and the Help-U-Sell Success Summit is done for another year.

I had lots of anxiety going into this year’s Summit.  Last year’s event was so good I thought it would be hard to top.  Also, our numbers were down slightly because of the location.  Not that Orlando isn’t a great place for a meeting, it’s just that the largest concentration of Help-U-Sell brokers is in the West and they pretty much stayed home.  One of our newest members, Kurt Steffein, made the haul from California (and what a wonderful energy he brought along), and Lona Murphy from Oregon surprised everyone by showing up unannounced!  A special thank you goes out to both of them.  But as we set the room for the meeting, we kept adding chairs and adding chairs, and by the time Jack Bailey rolled in with his entire Coaching Group in tow, we were about 30 people.

I could go on and on about who came and the nuggets they shared, but here’s something that’s more important: It was once again, a great meeting.   There is excitement about the business and the the opportunities bursting forth over the next several years.  Our crew is hungry and ready – their enthusiasm and love for what they do hasn’t paled in the downturn of the last few years.  Everybody who attended stayed fully engaged for the entire meeting.  We had no dropouts and no nod-offs.  Conversation was lively and productive.  And there was something else about this group that came through loud and clear – they all genuinely like and care for each other.  We talk about a Help-U-Sell Family a lot, and I know, that language is typical of a lot of real estate organizations.  But here it means something.  It really does.

What were the key messages of this meeting?  There were many, but here’s what I take away:

This year – and next year – are OUR years.  For the first time in a long time, sellers with equity are returning to the market.  That’s our target.  Always has been.  We have a huge competitive advantage in a marketplace where Joe and Sally Homeowner want to sell, because Joe and Sally also want to save – and that’s what we’re all about:  selling and saving.  After slogging through a market where many if not most of our sellers were . . . banks . . . who really couldn’t care less about what makes us unique, special and better, we are once again going to be in the driver’s seat.

That’s great, but it also means we have to return to an old habit that we’ve gotten away from in recent years:  marketing.  We have to dust off our logos (so to speak) and go back to spreading the word that we are here, people use us, it works and they save money.  The way we spread that word has changed somewhat.  It’s much more electronic and frankly, less costly.  But make no mistake about it:  as right as the timing is, it will mean nothing if we don’t re-invest in marketing who we are and what we do.

We are real estate people (thank goodness!) and as such are people people.  The highest and best use of our time is usually to be face to face with consumers.  However, there is an electronic universe in which the people we need to be talking to are living, at least part-time.  We have to be comfortable with that electronic landscape, with how it works and how to position ourselves within it.  I know, for most of us, that means hiring someone to manage our online presence; but even then, we have to have a basic understanding of how the Internet works from a marketing standpoint and how to take advantage of the huge opportunities there.

We are exceptionally blessed to have Robbie Stevens, Tony Tramontano, and everyone else at Help-U-Sell dedicated to securing our position in this new world and patiently nurturing our collective understanding.  I saw so many lights going on in that room the last couple of days as Robbie worked through some of the basics of our own Office Management System.  I think we’re all going home more comfortable and a little wiser.

I also remain in awe of Ron McCoy.   Of the Corporate team, he has the greatest longevity – about 12 years – but it’s much more than that.  In addition to all of the history, the great ups and downs of Help-U-Sell, he has a depth of understanding of what makes us tick and how to turn that into business success.  He has a great strategic mind and his attitude is unflagging.  After a grueling hour of tool after tool with an Internet marketing ‘guru,’ Ron showed us how to use Instagram to improve our online impact.  He showed us, we did it, we had fun, and we got it.  If you don’t believe me, check Facebook for yesterday, Nov. 13, and you’ll see a whole passel of pictures of Ron during the presentation, taken and posted via Instagram.

Mostly we are blessed to have such a delightful, scrappy team.  So many of the people who attended the meeting joined the Franchise in 2005 and 2006 – at the onset of the worst real estate market in history.  And they are still here, still strong, still smiling and many have done much more than simply survive.  Many have built remarkable businesses as one after another of their traditional competitors have downsized, consolidated and gone out of business.  It’s always been great to be Help-U-Sell.  It’s once again a great time to be Help-U-Sell.

Help-U-Sell, where different is better
It’s Good To Be Help-U-Sell

 

 

 

On Hiring

I just got off a Training Magazine webinar on ‘Engagement.’  That’s the mysterious factor that comes into play in almost every human interaction from Facebook to the Church Social.  In this case the experts were talking specifically about Employee Engagement:  keeping the members of your team energized and  involved in the success of your business.

Much of the discussion centered on hiring, and I think that was appropriate.  Your best bet at building a good team is to hire the right people.  But who are they?

If you are an ordinary real estate broker (wink, wink, nudge, nudge), you probably have lots of scripts memorized about the kind of person who can be successful in the business.  In reality, though, you long ago gave up the notion that you could tell who would make it and who wouldn’t.  You hired too many hot shots who failed miserably and probably a few plodders who plodded on to do big business.  The ordinary broker would never say it out loud, but the philosophy of hiring is basically this:

Hire anyone who can fog a mirror.  Give them a little training – hopefully the kind that requires little investment of time or energy on the broker’s part – and give them six months.

On paper, the ordinary broker would compare the new person’s performance against a standard at six months and decide then whether they could stay or go.  In practice however, the ordinary broker is too busy hiring more and more agents to have time for this weeding out process . . . and that’s why the average real estate agent in the US does what?  about 7 deals a year.

At Help-U-Sell we have a different problem.   We have difficulty attracting agents who are used to being paid 75% commission splits on the 7 deals they do a year to our program where they’ll probably do 15 or 20 deals and be paid 50 or 55%! Somehow that ordinary agent believes that the size of the commission split establishes his or her value as an agent – NOT the number of buyers and sellers he or she helps.  What can I say?  It’s a crazy universe!

One of the revelations I had in today’s meeting is that, in hiring, skill sets are important . . . but if they are present, the MORE important thing is Cultural Fit:  Will this person be able to embrace our culture, our mission, and get onboard with enthusiasm and passion?

Here’s where we (Help-U-Sell) have an edge.  The skill set for Real Estate Sales is pretty fluffy.  You have to be able to talk to people and to present yourself as a professional.  You have to be able to learn and remember lots of semi-technical, semi-legal information.  You have to be organized and able to manage a lot of detail – or be willing and able to hire someone to do this for you.  It helps to not be afraid of computers or technology in general.  You have to be able to persevere in the face of setbacks and defeats.  I could go on but you get this picture:  this is all pretty soft stuff.  I mean: it’s not like ‘you must be able to program in C+.’  

So, with this soft skill set, LOTs of people might be successful in Real Estate.  What becomes more important is their ability to fit within the company culture . . . which assumes your company has one (a culture).  But most real estate companies don’t.  Really:  What’s the culture of most real estate companies?  They all do the same thing in the same way with the same tools . . . . what’s the difference?  There is none.

But there is a difference at Help-U-Sell.  Our people – and by that I mean everyone:  brokers, agents, admins, processors, corporate employees, everyone – is on fire for the mission.  We’re not just selling real estate, we’re changing the way real estate is sold.  We’re changing the world for the better, not just perpetuating a bad idea that’s been around for decades.  This passion for the Crusade is one of the many things that differentiate us from every other real estate organization.  And THAT’s what we should be looking for when we hire:  people who have the ability to get excited and passionate about doing real estate in a better way.  If we can find them, the rest is easy.  After all, most of those soft skills can be developed.

Picture this:  a help wanted ad for a Help-U-Sell office:

Needed:  2 agents who want to change the world.

We are overrun with buyer leads and seek dedicated

individuals to take extraordinary care of them.  If you

want to be busier than you have ever been in your

career, if you want to delight consumers by giving them

outstanding service AND a better deal, call today:

123-456-7890

Engagement, the ability to become involved and passionate about the company mission, is essential to today’s best companies.  Near the end of today’s meeting, one of the presenters shared Zappos policy on new hires.  They do the standard interviewing/screening process, looking for skill sets and cultural fit.  Candidates who make it through are put into a three week training program about the company, the work, the culture and the mission.  At the end of the three weeks, each one of them is offered $3,000 to quit.

Stop.  Let that sink in a minute.

What Zappos is saying is they acknowledge they can’t always tell who will fit with the company and who won’t.  But they’d rather pay their bad hiring decisions to go away rather than invest time, money, effort and productivity in trying to rehabilitate them after the fact.  Clearly:  anyone who would take the money and run . . . is no one they need on the team anyway!

So, Help-U-Sell brokers:  I know you are overwhelmed.  You need help, and you need it now.  But don’t let your need turn desperate to the point that you make bad hiring decisions.  You may have to talk to ten people to find one who can burn for you.  Don’t give up after 3 or 4 and start modifying your program so that a marginal agent, already disgruntled with their current broker, will come to work for you.

Are Open Houses Dead?

I had breakfast with a broker last week.  He’s a great broker, has come through Real-Ageddon with a few scars on his face but never lost his smile.  His perseverance is paying off:  he’s having a very good year.

Now, understand this:  I am a Help-U-Sell purist.  With no hesitation and absolutely no doubt, I embrace what our visionary founder created.  In short:  If Don Taylor Said It, I Believe It, And That Settles It.  But I am becoming a vanishing breed.  Most Help-U-Sell brokers have adjusted the system here and there, mostly in response to the difficult market realities of the last five years.  I have no problem with that: job one is survival.  But when you talk to me about your sliding scale of fees (versus your SET FEE) or the elimination of Seller Participation from your operational system . . . well, I can get very loud and long winded.  As a result, many Help-U-Sell brokers won’t talk to me about what they’re really doing;  they just don’t want to get the lecture again.

My breakfast broker is different:  he’s made all kinds of adjustments and has no problem sharing them with me.  We debate them.  On tap at this meeting were Seller Participation and Open Houses.

‘I don’t do Open Houses, ‘ he said.

‘Ok,’ I answered, ‘But your sellers hold their own, don’t they?’

‘No.  I tell them it’s a waste of time,’ he paused, registering the shock on my face.  ‘If they insist, I’ll give them signs and they can hold their own . . . but I don’t do Open Houses.’

I was running a little short of breath.  ‘Can . .  you . . please share . . with me . . . why?’

‘They don’t work.  Open Houses are dead,’ he said, ‘Plus, that’s old-style marketing.  It’s what ‘real estate ladies‘ did in the seventies before the Internet made them irrelevant.’

‘But . . .’

‘Buyers don’t work that way anymore.’  He offered me a sip of water in hopes it would help me regain my composure. ‘Today, they’re on the Internet, looking at photos, going to virtual tours.  If they see something they like, they drive by . . . and if it looks good, that’s when they call to get inside.’

‘Really?’  I was picturing a pristine and deserted beach and silently chanting ‘oommm‘ to myself  in hopes of getting my pulse to slow.

‘Nobody has time to drive all over town, dropping in on random Open Houses.   That’s just not the way to get a property sold today.’

When I got back to my office, I did a little Googling.  I discovered that he is not alone in his thinking.  Many agree that the Open House is a vestige left over from a time that has long passed.  But not everyone believes this.  I tossed the question out to our Brokers on our regular Wednesday Power Hour Webinar.  Most were absolutely on-board with Open Houses and mostly with Seller Participation.  As I listened to them I began to realize where the discord was coming from.

It all has to do with being clear about what you want to accomplish.

If your goal is to sell the house that’s being held open . . . well, that’s a rare occurrence at best.  Maybe Open Houses as a strategy for accomplishing that . . . are dead.

But a couple of Help-U-Sell Brokers said the principal benefit of Open Houses (held by them) is the opportunity they provide to present their program to potential Sellers – the neighbors, the casual drop-bys.  People are surprised to find a Help-U-Sell Broker sitting on an Open House and say something like, ‘Gosh, I didn’t think you guys did Open Houses.’  And that opens a whole dialogue about who we are and what we do.

Others talked about the benefit of having dozens of additional directional and Open House signs up in the neighborhood.  The added visibility boosts inquiries from both buyers and sellers.

And finally, there were those who talked about how Seller-held Open Houses create additional opportunities for lead capture, opportunities that don’t involve the Broker’s time.  Going back to Don Taylor:  A well-coached Seller, holding his or her own Open House, always gets contact information on anyone coming through.  On Monday morning, that list is faxed to the office for followup.  Most times, the visitor has eliminated the subject property . . . but is open to hearing about others (bingo!);  and sometimes, with a little clarification, they are ready to make an offer on the subject property (bingo again!).  A Help-U-Sell broker who has done a good job of selling Seller Participation may walk into the office on Monday morning to find 3 or 4 or more sign-in sheets in the FAX machine, and suddenly there are half a dozen more buyer leads.

So, here is the message:

As with every piece of marketing you do, the first order of business is to define exactly what it is you want to accomplish.  Then track results in terms of what you said you were after and evaluate the program based on that criteria.  Simple.

What might you want to accomplish with an Open House?  Pick one or two, not all five:

  • Sell the subject property
  • Make contact with buyer prospects who probably won’t make an offer of the subject property but who may buy something else through you
  • Create an opportunity to spread your message to potential sellers in the area
  • Boost your visibility in the marketplace through increased signage (directional and Open House signs)
  • And in the case of Seller held Open Houses, multiply your efforts, getting more done than you can do yourself
My breakfast broker decided the only thing he might want to accomplish with an Open House was to sell the subject property.  That’s an iffy proposition at best, so no wonder he thinks Open Houses are dead.  As a marketing tool, however, Open Houses do hold all kinds of  other possibilites.
By the way:  there is acutally a sixth reason to hold an Open House and I left it off the list because Help-U-Sell Brokers generally don’t do it.  It is often the only reason an ordinary REALTOR holds an open house:
To create a false impression of activity thus pacifying an anxious seller for another month.

Personal Marketing

I was there in the 80s when the concept of Personal Marketing was born.  Re/Max had swept into the industry and turned the spotlight squarely on the the agent . . . the agent who did exactly what every other agent did, who had the same tools, the same program.  That was the problem:  how do you market something when what you have to market is exactly what everyone else has to market?  The answer was:  you don’t.  You don’t market what you do.  You market yourself.  You become your own brand.  And over time you create a belief that, while what you do isn’t all that different, who you are is.

Here:  think about cars for a minute.  Think about Dodge cars.  in the 80’s there was nothing at all spectacular, different or unique about Dodge cars.  That was pretty much true about all American made cars in the 80’s.  Now try to think like a Dodge dealer:  you’ve got the same product every other Dodge dealer has.  You have essentially the same financial deal with the manufacturer that every other Dodge dealer has.  You have the same pool of salespeople and service people to pull from, the same financing avenues. There is absolutely nothing unique or different about what you have to offer. How do you sell more Dodge automobiles than the other dealer across town?

Cal Worthington was up to that challenge.  He pretty much quit marketing Dodge cars and started marketing Cal Worthington.  He did crazy stuff:  did a commercial while wing-walking on a bi-plane, dressed up in a gorilla suit, made a pitch while skydiving, ate a bug, ‘stood on his head ’til his ears turned red,’ and so on.  Usually in his commercials, he’d introduce his dog Spot, who was never a dog at all.  It was a tiger once, a lizard, a Killer Whale, even a Hippopatamus.  I can still hear his jingle:  ‘Go See Cal! Go See Cal! Go See Cal!’   And people did go see Cal.  I’m not sure how many people trusted Cal or thought he was up to anything more than negotiating the best possible deal for his dealership.  But people wanted to go see that crazy guy . . . personal marketing works.

In the late 70’s The Personal Marketing Company was born and brought this concept to the real estate business.  It was the right idea at the right time. Agents who, like Cal, who had the same Dodge as the guy  across town, had the same tools, same procedures, same methods for making sales, were hungry for a new twist on marketing.  As Personal Marketing gained traction, we watched the real estate company logo on the For Sale sign shrink and shrink until it became the fine print at the bottom.  We saw the agent’s name and photo become larger and larger.

The Personal Marketing Company was largely about product.  They had all kinds of newsletters and postcards to sell to agents that would accommodate their individual branding.  But in the 80’s Hobbs and Herder showed up to teach people how to market themselves, and that’s when everything really shifted.

Remember a month ago or so?  I did a post about an amazing open house I encountered.  There were dozens of directionals, all with pink flourescent flags on top, all featuring the agent’s branding leading to the house.  Along the route there were companion bus benches.  It was impressive.  But while I was writing the piece, I wondered what company this person worked for.  It wasn’t clear on any of the signage.  The signs were pretty unique:  all pink and green, but the only name on them was . . . the agent’s.  So I went to her webiste and there it was, burried in the fine print at the bottom of the page:  she worked for Keller-Williams.  The message to the consumer is clear:  my company has nothing special to offer.  We’re just like everyone else.  But me?  I’m special.  You should be doing business with meeeeee.

Today, my buddy, Ken Kopcho sent me a video from the Tom Ferry Organization.  He’s promoting his ‘Success Summit’ coming up later in the year (How the heck did he end up with the same name for his annual meeting as ours?).  Here: check it out:


The ideas are good.  But it’s all about personal marketing, marketing who you are, not what you do.  It works and I approve for Realtors everywhere.

But Help-U-Sell people are not generic Realtors.  We really do have a unique system that works.  The consumer experience is completely different with Help-U-Sell.  In short:  we have something real to market.  We don’t have to create a fictionalized persona to grab the interest of consumers.  All we have to do is distribute the message that:  We Are Here, People Use Us, It Works, and They Save Money.

Somewhere close to one of Cal’s dealerships was a Honda dealer.  Who knows who the owner of that dealership was:  that’s not what they were marketing.  They were marketing a product that was different.  Their ads said:  We Are Here, People Buy Our Cars, They Don’t Break Down, They Get Great Mileage, and Our Customers Are Happy.

The Wall Street Journal lists the top 20 vehicles in order by unit sales.  For 2012, year to date, they show Dodge with one vehicle in the top 20:  the Ram Pick-up.  114, 630 have been sold so far this year.  Honda has three cars in the top 20:  Civic, Accord and CRV.  Total sales for those vehicles is 384, 736 units so far.  Love you, Cal, but guess who won the war….

The point is this:  Help-U-Sell people, yes:  do market yourself.  Be personable.  Be likeable.  But remember why people do business with you.  It’s not because of the gorilla suit you wore last Halloween.  It’s because you are unique, you have a program that works, your brand means something and the Help-U-Sell consumer experience is superior.  THAT’s something to market.

 

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