When you drive around your neighborhood or your community, you're gonna see some dilapidated houses. And you know, who else sees those? The city and county.
So what the city and county generally have is a compliance officer that's in charge of enforcing the city and county standards for how homes and properties should be maintained.
Now their standards are probably much lower than our standards, but they have to keep these properties to a certain standard. And if they don't do that, they give the homeowner or the property owner a violation notice. And this violation notice can become sequentially more serious with large fines attached to them.
So why am I bringing this up?
Well, it's a marketing opportunity.
One of the highest concentrations of buyers today is buyers looking for flip opportunities. These dilapidated properties, they can turn around and flip and, and turn a profit on. But there's not very many of them out there.
We're coming into spring. And what do you see during spring? You see a lot of garage sales and estate sales as you're driving around through neighborhoods.
When you see that this should be a red flag opportunity for you. Because what you could do is circle back, just write down the address and write a little note. Or if you have the REDX, a system like that, you could find their phone number or their email address, and you could just send a message over. That's something like this:
"Hey, as a local REALTOR, I noticed you had a recent garage sale or estate sale. I hope it was super successful. Quick question: Are you considering a housing change? Many people who conduct a sale are preparing to relocate or sell the home, which is the reason for my question. Also my office as several buyers interested in the neighborhood. So if you'd consider an offer in your home, I'd love to have a chance to chat at your earliest convenience."
I want to talk to you about what I call the algorithm of sales. And what that means is that there's some base numbers in our industry, that if you embrace them, it can unlock unlimited opportunity.
The problem is most agents don't want to embrace them. They just want somebody to hand them a buyer or seller. Or for a buyer or seller to literally lay down in front of them so they can just start working with them.
Guys, that doesn't work.
You have to go out there and work the numbers if you want to do well.
I'm going to give you six numbers that are going to be just what I would call standard in the industry that you have to embrace for you to have success.
1. For every 30 conversations you have, you'll average one closing.
So if you want to make 300, 400, 500, $600,000 a year, you just have to figure out how many closings you need. And then multiply that number by 30, which will tell you how many conversations you need to have in...
If you have a gap in your income right now and you're out of escrows, what's the cause of that?
The cause isn't anything you're doing right now.
It's not the market conditions.
It's not something you just did yesterday or the day before.
It's actually something you've done 90 days ago.
Whenever I do this with my coaching students when they're having a gap in closings, I tell them to look back to 90 days ago.
What were you doing 90 days ago? Let's really look at the calendar and open it up. When we open up that calendar, we'll inevitably see a gap.
Maybe they went on vacation. Maybe they just took a few weeks off because something was going on in their lives and they stopped prospecting 90 days ago. And that's what comes forward like a snake eating an egg. It just travels down the timeline and then boom, it blows up resulting in them having no escrows in the moment.
So how do we eliminate this situation so we don't have gaps in the future?
I have a question for you:
Who is your #1 competitor in your marketplace?
When I ask that to a live audience, I'll hear all kinds of the typical brand answers. You'll hear the brands in their marketplace: Remax, Coldwell Banker, eXp, John L. Scott, Sotheby's, etc.
And I always tell them, you're all wrong. Your #1 competitor in your market is Zillow. Zillow is coming to eat your breakfast, lunch, and dinner. And in a large degree, they already are. Now, yes, Zillow has stumbled with their flipping operation. But does that mean they're going away? No. If anything, we should be more terrified now than ever, because they're going to turn and focus their entire attention back to where they actually started out, which is selling leads to REALTORS. They are not going away.
What does this mean? When lose something to Remax or eXp, you need to ask yourself:
Did I really lose that listing to those companies? Or did somebody go on Zillow, fill...
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...
How long do people stay in their homes? It's an interesting question. And it's a question that's related to marketing for us.
Prior to 2008, the average person stayed in their home five years before they moved on. So quite a bit of turnover there.
From 2008 to 2016, that number moved up to eight years.
And now that number has gone even higher — it's now 10.6 years.
So why are people staying in their homes longer? Well, there's lots of reasons.
The Great Recession had an impact. Super low interest rates have an impact. Having less inventory in the markets for people to move up to and change homes has also made a big impact.
But one question we should know and ask our clients is how about our local market? How about with our own sphere? What does that look like for the people that you're actually doing business with?
It's a great text. It's a great social media post to ask this question:
"The average homeowner spends 10.6...
You'd think by now everybody that was going to refinance their home would have already done it.
Interest rates have been at record lows for months, right? But the answer is, that's not true.
There are 5 million homeowners in America that could benefit from refinancing. And here's how it breaks down, which is crazy:
450,000 of those loans have interest rates above 6.17%. Isn't that amazing In this day and age?
A million of those loans have interest rates above 4.39%.
And 3.6 million have interest rates above 4.21%.
So when we look at that, that's a huge opportunity for you to educate the market in your local area about the power of refinancing. Try partnering with a lender in your local market. And you guys could talk about that through a video or email — really reaching out and doing a good job with communication.
Now what's more powerful about this?
Did you know that when you refi a house, you don't get quite the best rate. You know...
How are you positioning yourself on social media to have impact?
A lot of us are doing a lot of social media, but is it having impact? Are people remembering you or are they just scrolling past your posts because they're filled with meaningless fluff?
If you want to have impact, here's one technique that'll really help you shine in your marketplace:
Telling a story about your client's experience and what your clients are going through will help you build a relationship with people that are in your audience. It positions you as the expert, as the authority, as a trusted figure, as an advisor, as a counselor. But it will also help people remember you as a REALTOR.
Because stories are remembered. Stories create resonance and connections with other people. People love reading about people.
So I'm gonna give you a couple of examples of that:
I've got a couple of my great coaching students that I work with in my company....
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