Five things to do in the first quarter of the new year:
1. Refresh your brand
Refreshing your brand means getting new photos taken. Why? Because you are first and foremost your brand. So you need to get a new, fresh photo. You should do this every year, maybe twice a year. But that new photo is not just a straight headshot, it's multiple photos in different settings. Why? Because your photo is the most used branding element in your marketing arsenal.
But what happens when you don't do this? What happens is people then meet you and there's an immediate brand disconnect. There's an immediate feeling, at least at a subconscious level, that they've been deceived. If they can't trust you with your branding, what else can't they trust you with?
It's more important than you think it is. So get that brand updated and refreshed.
Also, look at your bio. So once you get this new photo, you're gonna update your bio for the new year. And...
Here's an interesting question for you coming into the new year:
How many clients did you fire in 2021?
If the answer is zero, then that tells me as a coach that you don't take your time as seriously as you should.
You see, we all have a value of our time. And we can all figure it out quickly. We can take the 2000 hours an average agent works for a year and divide it by our gross income for last year. And you'll know exactly how much you're making per hour.
So if you made $100k, for instance, divide it by 2000, and you made about $50 per hour. If you made $200k, then you made about $100 an hour and so on.
Let's say that you're at the top, you know, you're doing $200k-$300k a year. Meaning, your time is worth $100-$150 an hour, which is very true for many of my coaching students (and even far more than that), but they're not saying "no" enough.
Here's what I mean:
If you have somebody that's wasting an hour of your time and your...
What is your power base?
Have you ever heard that term before? Well, your power base is a measurement and it's a great measurement that all of us should understand and really work towards improving over the course of the next 12 months.
So here's what it is:
It's the amount of sales your database is producing every year per member. So I'm going to give you an example to kind of put this in perspective:
Let's say you have a guy named John. John's a realtor has been in the business for years. Let's say John sold 22 homes last year. And his database size was 232. So we had 232 people on his database, created 22 closed signs last year. He can simply divide the 232 by 22 and this gives him his power base number, which is 10.5.
What does that mean? That means for every 10 and a half people in his database, he's averaging one closed sale.
What's the national average?
It's about 10. So if you're doing 10 and a half, your database...
I have some good news for people that already own a home that are in your database.
Here's the stats:
According to the KCM blog, home equity is up 29.3% across the board — which equals $51,500 in added equity over the past 12 months.
So then the question is:
Well, what can people do with that equity?
And there are a lot of things they could do:
They could pull it out in cash with a refinance, of course. They could take that equity and use it as a way to move into their dream home by stepping up — and there's a lot of people out there that may not realize that they can step up into their dream home with very little changes in their payment because of their equity.
There are tons of conversations you can have here.
Take that data, repackage it, and push it out to your people in your sphere of influence and start having conversations with them.
You could say, "Hey, would you like to get a specific number for how much equity build...
If I were to ask you, what is your business strategy right now? Would you be able to write it down in two or three sentences — your specific strategy and how you're approaching the marketplace?
If not, you may have an issue because you might be market-driven and we don't want to be market-driven.
Because a market is kind of a high tide floats all boats kind of situation. What happens when the tide's not with you? And you're kind of fighting the market.
That's where you're going into a danger zone. And none of us want to be there. As Vince Lombardi said:
"Hope is not a strategy."
We absolutely have to have a strategy to survive and thrive in this business.
And one of the biggest things that we should be doing every day is understanding that we have a job that probably most people don't identify with. And our number one job isn't sales.
Our number one job is data collection. That is adding people to our funnel so that we can...
There's a question that we've had for a while now, which is: When are listing is going to come back in full force?
When can we have that expectation that we're going to start to see listings en masse start to come back to the marketplace?
We know there's been hesitancy because of COVID, but now that people are getting vaccines and the economy is strong. So when are we going to start to see people coming back and saying, Hey, I'm ready to make a sale. I'm ready to make a change.
There's an answer for us.
Zillow just did an extensive study talking to industry experts across the country. And the consensus is that it's going to be in the second half of 2021.
So we're coming right up onto that pretty soon here. And we're going to be right in the middle of 2021, which means we're going to start to see an acceleration of listings.
The question is: Are you ready for it? Are you out there lead generating to start stacking up that business now?
Hey guys, quick question:
Are you a global REALTOR or a local REALTOR?
What do I mean by that? I just had a phone call from a guy that I worked with years ago. His name is Dick and he's an amazing guy. He called me and said, Jim, I've got a referral for you. He's living down in San Diego now. But we haven't seen or talked to each other in 15-20 years, but he has a referral for me.
Now, keep in mind: Dick is 83 years old and still out there selling real estate — so congratulations to Dick.
But when he referred that client to me, it just made me remember this concept of being a global realtor versus a local realtor.
Sometimes I have agents come to me that are in coaching and they say:
"I've got my database, but it includes some people from my hometown or from a town I moved away from years ago, maybe in Texas, Florida, LA, or New York. Should I keep these people that are not local in my database? Why would I spend money...
Hey guys, quick question:
Do you have a video bio?
If you don't have a video bio, you could be missing a massive marketing opportunity.
96% of agents are still resisting video. That means that there's a massive opportunity for those agents that are willing to embrace it.
By doing a video bio, imagine that you are a consumer and you're looking at 20 or 30 or 40 or 50 agents on an agent roster. Most of them have the old glamour shot. But you have a video bio. Who's more likely to work with you?
Almost everybody's going to click on that video and watch you and give you a shot. They'll give you an "at bat" so you can hit a home run. Instead of just looking at pictures and making a decision, they can actually kind of get to know you a little bit, your personality, your style, and your flair.
And here's what you do in that bio:
You're going to talk about your background, your passion for the market, your passion for real...
What can you learn from Guns n Roses about real estate?
My wife and I took a road trip recently and I took the time to download a book for us to listen to. I don't think she was too impressed in the beginning, but she learned to love it. It was a great book by Duff McKagan talking about his experience as the bassist for Guns n Roses.
We learned his crazy biography of how he got started with the band and what he went through in his life. One thing that he talked about, which really fascinated me, was when Guns n Roses was beginning as a young LA band. They would have to go out and meet with club owners and lounge owners to try to talk them into using them as a band.
In other words, they had to sell themselves. And something the lounge owners and business owners did was instead of just paying these kids to come in and play -- and if they were terrible, make their guests run out -- they would make the bands pay them to play in the lounge or...
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