at the conference #brainfood #businesstips
Fine-tune your real estate skills with tips from industry innovators. Here’s a taste of four sessions,
including takeaways from each that you can apply to your business today. And that’s not all.
Conference goers can choose from more than 100 education sessions, covering sales and
marketing, professional growth, niches, legal issues, current hot topics, and more.
On Friday, Nov. 8, from 10: 30 a.m.– 12 noon, during her “Team Dynamics”
session, Pamela Ermen will walk attendees through the five stages of business
growth and provide practical insights on how to build future growth by
establishing quality systems, solid relationships, and e;ective leadership.
Build a Winning Team “Developing a real estate team could be the best
thing that ever happens to an agent’s business . . . or the worst,” says Pamela Ermen, CRS,
GRI, an experienced broker, sales coach, and president of Real Estate Guidance, who has been
training and managing teams for more than 15 years. For those who are thinking of starting or
joining a team, Ermen o;ers this advice: Just getting together to share the workload doesn’t
make a real estate team. “A team is really a microcosm of a real estate o;ce, requiring an
intentional daily focus on systems, relationships, and quality leadership in order to become
healthy and productive,” she says.
On Saturday, Nov. 9, from 9–10 a.m., during her “High Touch Plus High Tech
Equals High ROI” session, Leigh Brown will o;er at least five business-boosting
ideas that will work in di;erent markets and conditions.
Make Your Sales Soar Are you maxed out on high-tech strategies? Then
take some advice from Leigh Brown, CRS, e-PRO, with RE/MAX Executive Realty in Charlotte,
N.C. Brown sells more than 200 homes per year. She uses her tech savvy to get consumers out
from behind their devices. “Target technology strategies for getting consumers o; the Internet
and in front of the agent,” Brown says. “Track what works and what doesn’t in order to spend
money wisely and grow agent/brokerage business over the long term.”
On Saturday, Nov. 9, from 11 a.m.– 12 noon, during his “Using Mini-movies to
Market Luxury Homes” session, Curt Hahn will teach session attendees about
using the power of the mini-movie to engage potential buyers with storylines,
actors, and music. Hahn will provide an overview of the costs for producing mini-movies and o;er strategies to have sellers fund the expense.
That’s a Wrap! Lifestyle videos—or mini-movies—are a captivating way to tell a
home’s story. They’re also an increasingly popular method for marketing luxury listings, says
Curt Hahn, CEO of Film House Inc. in Nashville, Tenn. “Mini-movies have helped [real estate
practitioners] secure more listings, shorten the sales cycle, and make their listings stand out
from the rest, while creating an emotional connection with prospective buyers,” Hahn says. To
make your own mini-movies, identify a film production company with experience in the field.
Interview the cinematographers to make sure they’ll work with you and the home owner to craft
the best creative approach to target prospective buyers.
On Saturday, Nov. 9, from 9–10: 30 a.m.,
during his “People, Not Property: Build
More E;ective Relationships, Referrals,
and Repeat Business” session, Peter Knight
will o;er his ideas for expressing true interest
while showing attendees how they can “fall
back in love with real estate.”
Show True Interest It’s too easy to become
focused on property values, prices, and your own gains and
losses. Don’t lose sight of the fact that real estate is a people
business, and an emotional one at that. Your clients buy and
sell for a reason—they’re getting married, divorcing, having
children, seeking space for hobbies or pastimes, downsizing
for retirement, or moving closer to work, says Peter Knight,
sales coach and managing director of The Property Academy
of Leatherhead, Surrey, U.K. “Rather than hype the market
with claims of recovery, I believe [real estate pros] should go
back to the fundamentals, which for me are helping people
to find the best home they can a;ord that suits their needs,”
Where to begin? Listen more and seek to understand your
clients, first and foremost. “By showing true interest, the
principle of liking kicks in—we buy from people we like, and
we like people who demonstrate that they like us,” Knight
says. “And when we do provide assistance with no catch or
requirement for anything in return, then the principle of reci-
procity will apply.”
Two ideas for going the extra mile:
Provide a thorough, relevant market report, personalized
for a client’s neighborhood and property type. (You can do it
in a ji;y, at no cost, with the REALTORS Property Resource®.)
O;er a guide on how to raise the value of a home through
some basic improvements. Include quotes from local contractors who have a proven reputation.