The Peak Producers' Word for the Day--Every Day!

In one of the first Peak Producer classes, Brian Buffini gives us what he appropriately calls the most important word in a professional's vocabulary: PRIORITIZE! Of course! That single tip, if we can do it consistently, can make every one of our days far more productive, less stressful, and thus more profitable in our business and more enjoyable in our lives! Buffini’s Peak Producers Training Program focuses on building our business by focusing on referrals from our Clients and Sphere of Influence, so his prioritizing starts with People.

Active clients would come first (remember, there is no such thing as a past client!) but if we think about who among our sphere is most important/helpful/responsive, ie, those we might consider our business advocates, and focus our time on them first, we’ll enhance our consistency and success. Of course, prioritizing this way can also help us realize where we should spent less time!

Buffini goes on to say that once we prioritize the people we want to focus on, we then can prioritize the actions we need to perform to optimize our ongoing service relationships with people, showing our professionalism as well as our appreciation for their business and their referrals.

Then, once we have set our priorities of people and actions, Buffini says, we can then more easily prioritize our time and energy. And knowing the impact of proactively working with our key people, we will be more aware of the need to protect and make best use of those two precious assets.

Finally, he concludes by noting that prioritizing has two dimensions to it, that of focus and that of boundaries. Keep in mind that focus will be difficult if not impossible if we don’t set boundaries! Buffini reminds us that we should spend our time and energy on the people who deserve it, not just those who only need it! Of course, our business is serving client needs, but we’ve all had those energy sucking clients, friends, or that kindly agent down the hall who loves to chat without asking us if we have a moment, so Buffini suggests a few of the tips we’ve covered in the Playbook before: don’t answer your phone every time it rings, turn off the dinger on your email/text device, (oh, no, mine just rang!!) close your office door at least part way, and maybe offer that friend/agent a chance to chat later once you finish your tasks. All good ideas, and much easier to implement if we remember the goals of prioritizing and setting boundaries: to enhance our business, reduce our stress, and enjoy life and family more and more!

Stephen Covey, author of The 7 Habits of Highly Effective People, says it best: “The key is not to prioritize what’s on your schedule, but to schedule your priorities!”

Have you scheduled your priorities for today . . . for next week . . .

For every day?

David M. Hassler
VP, Professional Development

Thanks for the Recommendation!

We all love it when someone recommends us but it’s especially sweet when a competitor tells the world how phenomenal we are! Yep, that’s exactly what happened earlier this week when one of our friendly competing firms broadcast an email to probably every agent in Metro Indianapolis touting “5 Lessons Real Estate Agents Can Learn from Warren Buffett!” Their lead in to Uncle Warren’s 5 Lessons included these words of wisdom: “Here are five key lessons you can learn from . . . one of the greatest investors of all time.” I wonder if our competitor forgot that one of Buffett’s most widely noted recent investments was in us here at Berkshire Hathaway HomeServices! Thanks for the recommendation!

Anyway, here are Uncle Warren’s key lessons for Realtors:

1. Thoughtfully invest. Research your properties. Get to know the neighborhoods, the people who live there and the people who want to live there. As a real estate agent, your primary investment is in people, and it pays to know your business.
2. Learn to communicate effectively. Buffett developed his public speaking skills because he knew his business hinged on quality communication. As a real estate agent, you need to feel comfortable not only speaking in a public forum, but also communicating in one-on-one situations with your clients, over the telephone and via digital channels such as email and social media.
3. Make networking a priority. Buffett is known for thought leadership, which involves connection and engagement. You can do the same by networking with respected industry leaders and influencers in your community. Become part of the big picture.
4. Stay in your lane. According to longtime associate Howard Marks, the co-chairman of L.A.-based Oaktree Capital Management, Buffett is "extraordinarily good at knowing what he's good at and what he's not, and staying away from the latter." Try new things and think outside the box, but always play to your strengths.
5. Be yourself and enjoy your work. Buffett concentrated on finding himself as an investor and pursued his business ventures accordingly. Figure out who you are as an agent—or who you want to be—and use that knowledge to guide your actions.

Yes, indeed, Warren Buffett can always be counted on for wise advice and for superior investment decisions—and we’re delighted to be one of those decisions!

Thanks for the recommendation!

David M. Hassler

VP, Professional Development

The Reticular Activator

A couple years ago, my car expired unexpectedly after 107,000 miles and I decided to consider that ultimate practical vehicle, a Subaru Outback. As soon as I started to think about them, Outbacks seemed to appear EVERYWHERE! They even showed up in nearly every driveway in my neighborhood. Who knew—was it magic? Of course, we’ve all experienced this phenomenon, and I had just tuned my interest and attention so that I actually noticed the Subi’s that had been there all along.

Thank you, Reticular Activator!

Whether it’s a new pair of boots, a new laptop, or a vacation to India, our brain heightens our awareness of things we are considering and we suddenly discover that nearly everyone we meet has just returned from New Delhi with a new pair of cobra-skin boots and the latest MacBook Air!

So, what’s this have to do with Real Estate? Enter Brian Buffini and Peak Producers.

We all know the key to long term success in our business is through relationships with folks—our sphere of influence—who can give us referrals to others who may be considering buying or selling. It’s our goal through all our calls, notes, popby’s, and great service to keep their Reticular Activator alert to thinking about real estate and their favorite Broker.

Brian Buffini, in his Peak Producer training, talks about the Reticular Activator and how he uses this awareness with current clients to get three—yes, THREE—referrals from each of them during the period of their active buying/selling process! Again, who knew? Buffini makes the point that, of course that current client is far more immersed in real estate than the average person, and is probably chatting about it with friends, family, neighbors, co-workers, and pals at the gym, ad infinitum. Our current clients’ Reticular Activator for real estate is on high alert.

Thus, Buffini tells us that we can help our current clients a wee bit by more finely tuning their Reticular Activator since no doubt in all their chatting about the process, they will surely meet other people who might be considering buying or selling, right? Buffini suggest that we REMIND our current clients to think about helping us by being aware in their conversations (that Reticular Activator) and proactively getting someone’s name or giving out our information when appropriate, ie, giving us a referral.

How three? Buffini suggests we should have three separate phases of great client satisfaction during our active buy/sell process, and that with each one, our client is highly likely to be happy to do their best to help us in our business by thinking about referring someone.

First, as we begin the process and have maybe done a first buyer tour or a first open house, we’ve impressed our new client with our expertise, our proactive communication, and of course our charm, so that’s the time to remind them they can help us with a referral.

Second, once we have an accepted purchase agreement, usually our clients are again delighted and excited, so we can once more remind them how they can help us with a referral.

Finally, of course, as we walk out after the closing and thank them with a gift of wine or chocolates or flowers, a third time we can remind them how much we appreciate their trust in us and their referrals of great folks like them.

Since our goal is to serve our clients so they are delighted with our excellent service, that little tweak to their Reticular Activator should yield a referral or two, if not more!

Thank you, Reticular Activator!

David M. Hassler

VP, Professional Development

Open House Toolkit

Open Houses are one of the oldest tools in the book for serving our clients and, if we’re very, very fortunate, maybe even generating a me and me sale of the listing right then and there! Yet a primary reason agents do them is to add new clients to our sphere. Even as technology changes and lead generation techniques have evolved, many agents still find Open Houses to be a consistent and significant source of new clients—especially agents newer to the business or just moving to a new one. Yet there seems to be a stark divide between those agents who love and succeed with them and those who can’t stand them and/or don’t generate any new leads. We seem to either love them or hate them!

And yet they can and do lead to more business and more money in the pocket.

So what might be some considerations to make this tool succeed for you—or yield even more business if you’re already successfully doing Open Houses?

First, let’s think about the numbers. If you plan to do two Open Houses a month, that’s potentially 24 a year. Assume maybe only four units—couples or individuals—for each time. That means you get to meet about a hundred new prospects face to face—at the top of that communication pyramid. What would be a good conversion rate for that time spent? If we gain even two new clients a year, at an average side of $200,000, that gives a return of as much as $14,000 in Gross Commission Income. Not a bad hourly rate! And of course if we add even just one name a month to our database and cultivate them for the future, how much value might those names add over a 20 year span!

Next, how do you optimize your chances of gaining the confidence of those lookers? A few thoughts gained from our coaching sessions suggest:

Confidence: The goal is to show those new contacts that you’re knowledgeable and that you can provide excellent, personalized service. We can show that by the way we represent the listing, including, among others, market information and stats and even the tradition of baking cookies—or even providing a roast at our own cost to bake during the Open House—and by engaging the lookers with a questionnaire about their feedback on the home on a clipboard, with of course a space at the bottom for their contact information in case the owner has a question.

Attitude: We all have unique personalities, so our approach will need to be genuine, yet the goal is to be there if the looker has a question, to demonstrate our knowledge and our personality, in order to build confidence. Yet neither to hover like a used car salesman nor to seem engrossed in the TV. A fine line, and based on the stats above, one where we will not succeed 90% of the time and yet we can still achieve good business results. Most lookers will feel it immediately if you’re overeager, so let them see the professional in you and feel honored at the next step.

Ask for the order: Amazingly, we hear that not all agents actually ask the looker, once they’ve laid the foundation, if they would like the agent to help them with their home search. Again, the number of folks you can ask that question will be a small portion of the total, but if you don’t ask when the time is right and the looker is smiling at you, your success rate probably won’t reach that 10% level!

Spring is on the way—okay we had snow in April and it’s near freezing this morning—so get into Open House mode and win over those new clients!

David M. Hassler

VP, Professional Development