"California Cool" Now In Kankakee
BATTLECALL GUEST EXPERT: Walter Sanford, National Real Estate Trainer
In October of 1997, I had just finished addressing the Illinois Mortgage Brokers Association and was on my way to the Illinois Association of Realtors State Convention. This was my first Illinois State Convention. Impressed with the Lake Geneva facilities (the old Playboy club) I immediately headed for the hotel watering hole where behind a waving hand, killer smile and a," Hi, I'm your hostess", I met my future wife Lisa Kelly, now Lisa Sanford. This California boy now resides in Bourbonnais, IL. (A suburb of Kankakee).
"What is a hostess?" I said. I was told," a hostess makes sure your program goes off without a hitch." I had never analyzed the factors that make for the famous "Midwest warmth and hospitality". In the months to follow, I was invited to present my productivity ideas to some great names: Baird & Warner, Koenig & Strey, RE/MAX, Realty Executives, Better Homes & Gardens, Century 21, and others. More Midwest hospitality was received.
My specialty for 25 years has been real estate brokerage and my passionis cataloging the traits of mega producers. I began to see and learn how the "Midwest Mentality" tied into everything I had ever learned about making clients happy and earning the big bucks in real estate brokerage.
I now teach a new seminar on both coasts called the Midwest Big Ten. Here it is:
1. Return all phone calls and email before going home.
2. Eat your frogs early. Prioritize your daily "things to do list" with the ugliest and nastiest on top.
3. Multipage, full color advertising with glossy brochures replicated on synthesized massive music web sites is a top priority for LOW net profit agents.
4. Under promise, over deliver. If you can get it done in 5 days, tell them 7 and you will always be a hero. Make sure to always explain the challenges of a real estate transaction. If the worst happens, they are ready, if it doesn't - you're a hero.
5. Prospect people who need to hear from you more than the groups you find in the reverse directory, farms, or phone books. Apply the demographic principal to your prospecting, i.e.: Out of town owners, December's expireds, your database, tenant occupied listings, & mature people in large homes.
6. Have an "old fashioned barn raising". Get your affiliates to develop joint prospecting techniques and third party endorsement letters. Let them help you build a better "barn", while they can depend on regular business from you!
7. Prepare for a rainy day! Real estate activity fluctuates. Make hay while the sun shines. Put 10% of every "commish" away for you and put $100.00 of every closing to a fund to pay for that hot water heater that will be appreciated forever.
8. Keep your chin up. Some clients are just weenie heads, recognize them, be able to walk away, and prospect enough so you can replace them.
9. Buyer's need you less, so start offering a value added approach. Give them inventory selections from your own database, the expireds, a geographical mail or email search for owners, bank lists, and pocket listings from your network. The giant web sites will never provide local service or that "personal touch".
10. Remember the "F" words faith, family, fun, friends, finance, and fitness. There is more to life than real estate.
Whatever you call it: quality of life, the work ethic, or a repulsion against cyber service, The Midwest Big Ten is touted as the "new" wave of real estate by your coastal peers!
Walter Sanford was one of the top real estate agents in North America for nearly thirty years, and now, he is one of the most requested speakers, trainers, and coaches. He has authored twelve systems and books on checklists, pro-active lead generation, affiliate lead generation, plus others mentioned in this article. You can hire Walter or buy his products by visiting his website for more details at waltersanford.com.
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