THE BEST OF RETSO AUGUST 5 TH – CCAR TECH TUESDAY PIERRE RATTIN I – CCO, MB BUZZ
Nov 03, 2014
THE BEST OF RETSOAUGUST 5TH – CCAR TECH TUESDAY
PIERRE RATTINI – CCO, MB BUZZ
BUYERS PANEL (6 REAL RECENT BUYERS)
• Little Verbal Communication (Phone or in person)
• Mostly email communication
• Have to be on top of them
• 4 of 6 would not use their agent again
• No expectations set or never asked
• 5 of 6 choose the first person they contacted the other used a family friend
• Only one would happily refer them to their friends
SELLERS PANEL (6 RECENT SELLERS)
• 2 - EXPLAINED CLEARLY AND SET EXPECTATIONS
• 1 - GOT A LISTING PRESENTATION
• 4 - LONG PERIODS WITH NO COMMUNICATION
• ONCE/WEEK WOULD BE GREAT
• 4 - DID OPEN HOUSES – WANTED MORE OPEN HOUSES
• 4 - ALWAYS HAVE TO BE ON TOP OF THEM
• WOULD YOU HIRE THEM AGAIN
• 2 YES (TRAINED THEM)
• 2 PROBABLY
• 2 NO
• WOULD LIKED TO HAVE BEEN ASKED – HOW OFTEN AND HOW I LIKED TO BE COMMUNICATED WITH.
• 5 PROVIDED NO FOLLOW UP AFTER THE CLOSE
• 3 – PROFESSIONAL PICS MADE A DIFFERENCE
IN-DEPTH LOOK AT 2013 HOME BUYERS & SELLERS
FULL REPORTBUYER SELLER
• 25% - AGENT HONEST & TRUSTWORTHY
• 21% - AGENT REPUTATION
• 16% FRIEND OR FAMILY MEMBER
• 4% CARE ABOUT THE TECHNOLOGY
• CALL WITH CHANGES AND UPDATES
• NOT IMPORTANT – ADVERTISES IN NEWSPAPER OR FACEBOOK ACTIVITY
• MOST IMPORTANT – PERSONAL ATTENTION
• 66% WENT WITH FIRST AGENT THEY CONTACTED
• HOW IMPORTANT IS CALLING BACK QUICKLY
• HOW IMPORTANT IS MAKING A GOOD 1ST IMPRESSION
• YOUR MARKETING STRATEGY IS KEY TO THEM
• 3% - FACTOR YOUR COMMISSION PLAYED
• EDUCATE CONSUMER ON ACCURACY OF ZILLOW/TRULIA (ZILLIA)
INDUSTRY WRAP UP DISCUSSIONEMPATHY | TRUSTWORTHY | HONESTY | COMMUNICATION
• BE HIGH TECH & HIGH TOUCH
• HIGH TECH AS SUPPORT TO CREATE RELATIONSHIPS
• ANSWER YOUR PHONES
• IT’S OUR BUSINESS AND IT’S THEIR LIVES
• LEARN HOW TO LEVERAGE TECH TO IMPROVE THE LEVEL OF SERVICE YOU PROVIDE
• GET RECOMMENDATIONS AND REVIEWS FROM EVERY CLIENT
• IF YOU STRESS PROFESSIONALISM – USE PROFESSIONAL PHOTOGRAPHY ABOVE $200K
• WOULD YOU USE YOU BASED ON THE PHOTOS YOU ARE USING?
• FIRST PHOTO IS CRITICAL
• VIDEO NARRATION BETTER THEN VIRTUAL TOUR
INDUSTRY WRAP UP DISCUSSION (2)EMPATHY | TRUSTWORTHY | HONESTY | COMMUNICATION
• THE QUALITY OF YOUR COMMUNICATION IS KEY
• INNOVATION IN CUSTOMER SERVICE IS AN INDUSTRY BLINDSPOT
• CONSUMERS ARE TIRED OF CANNED ROBOTIC REALTORS VS MAKING A CONNECTION
• 1 IN 6 GOT A LISTING PRESENTATION
• 4 OF 6 DIDN’T FEEL AGENT EARNED COMMISSION
• A LISTING PRESENTATION BUILDS YOUR VALUE
• THEY START WITH ZILLOW AND WHEN READY THEY GO TO LOCAL AGENT
• ZILLOW SYNDICATION CONFUSES MOST CONSUMERS AND THEN THEY REALIZE THEY NEED YOU
DELIVERING A QUALITY EXPERIENCE
• CONSUMER WANTS QUALITY BUT NOT DEMANDING IT
• WE NEED TO DEMAND QUALITY
• 70% ONLY MEET 1 REALTOR
• PHOTO QUALITY – CONSUMER VOTES WITH THEIR BEHAVIOR
• OVER 1/3 OF BUSINESS IS CLOSED WITHOUT A FUNCTIONAL WEBSITE
• 66% CONTACTED 1 AGENT
• FOCUS ON WAYS TO ENHANCE THE CUSTOMER EXPERIENCE
• DON'T FIXATE ON TECHNOLOGY
• DIFFERENCE MAKER = YOU
• DON’T WASTE TIME ON POOR AGENTS – BROKER AGENT HIRING
PEOPLE FIRST - DELIVER A BETTER MOBILE EXPERIENCE & WIN MORE LISTINGS
• HOW TO USE IT TO CHANGE THE CONSUMER EXPERIENCE
• IT’S NOT ABOUT 100 APPS
• SITEGEIST – LOCAL INFO DEMOGRAPHICS
• BUSINESS CARD – NO – GET INTO YOUR CONSUMERS PANTS – YES IT WAS SAID –PIXELHUB.ME MINE AT PIXELHUB.ME/PIERRE
• I HAVE A DIGITAL CARD LET ME SEND IT TO YOU WHAT'S YOUR MOBILE # - I GET THERE NAME & #
• CRM – CONTACTUALLY (MOBILE VERSION)
• DOTLOOP – COMPLETE TRANSACTION SOLUTION
• CLOSINGTI.ME – COLLABORATIVE WAY TO KEEP CLIENT INFORMED
• ANIMOTO – MOBILE APP – 20-30 PICS (ANDROID OR IPHONE) FOR PROPERTY VIDEOS
• AFTER SALE FOLLOW UP - HOMEKEEPR – HOME MAINTENANCE REMINDERS SENT TO YOUR PHONE
THE SECRET LANGUAGE OF INTERNET LEADS-FEEL LIKE SCREAMING AT YOUR INTERNET LEADS-WE ALL WANT BETTER CONVERSION
• DO NOT ASSUME THEY KNOW ANYTHING
• 4 TOOLS
• RAPPORTIVE – GMAIL CONNECTED
• YESWARE – GMAIL CONNECTED
• GOOGLE VOICE – USE AS LEAD PH #
• BETTER VOICEMAIL
• YESWARE – 100 FREE EMAILS TRACKED /MONTH
• GOOGLE VOICE – SEND CALL TO SEVERAL DIFFERENT # - ELIMINATE VM
• BETTER VM – SAVES THEM INTO EMAIL++
• 70% OF PEOPLE WHO GET AN AGENTS VOICEMAIL DON’T LEAVE MESSAGES
• TECH SAVVY AGENT – GREAT RESOURCE
• I HAVE SOME IMPORTANT INFORMATION THAT YOU REQUESTED ABOUT 124 MAIN ST, CALL ME AS SOON AS POSSIBLE (PHONE*, TEXT OR EMAIL)
• THERE’S A LOT OF INQUIRY ABOUT THAT PROPERTY RIGHT NOW CALL ME ASAP
• FACEBOOK.COM/TECHSAVVYAGENT.COM
THE SECRET LANGUAGE OF INTERNET LEADS-FEEL LIKE SCREAMING AT YOUR INTERNET LEADS-WE ALL WANT BETTER CONVERSION
• COMMONALITIES OF HIGHLY RATED RESPONSES
• SENSE OF URGENCY
• PERSONALIZATION
• DISPLAYED EXPERTISE (4 MIN VID ON AREA)
• ALWAYS END WITH A QUESTION
• WHEN ARE YOU PLANNING TO MOVE?
• WHAT APPEALED TO YOU ABOUT THIS HOME?
• RESPOND IN 5 MIN OR LESS – 100X MORE LIKELY TO CONNECT THAN IN 30 MINUTES
• NOT WORKING
• THANK YOU FOR CONTACTING ME, HOW MAY I HELP ….
• LONG EMAIL – GONE
• EMAIL WITH PIC, VIDEO OF YOU – 3X OPEN RATE
• VIDEO ON HOME PAGE OR LANDING PAGE
• SEND TEXT WITH VIDEO – IN CAR COME OUT OF SNOW
WILL CONSUMERS PAY FOR REAL ESTATE SERVICES IN THE FUTURE?
• TARGET MARKETS & SPECIALIZATION IS HUGE
• KEY DEVELOPING YOUR NEGOTIATING SKILLS
• LISTING – DISCOVER THE UNIQUE STORY OF THAT PROPERTY – USE PICS & VIDEOS
• YES THEY WILL – IT WILL JUST BE MORE ABOUT THE PEOPLE AND THE SERVICE YOU PROVIDE
THE REAL ESTATE WEBSITE IS DEAD. WHAT’S NEXT IN OUR MOBILE WORLD
• ONLY 3 REASONS PERSON COMES TO YOUR SITE
• WHAT’S FOR SALE
• WHAT’S MY HOUSE WORTH
• WHAT’S HAPPENING IN THE MARKET
• CREATE WEBSITES THAT TARGET THESE POINTS
• MOBILE IS WHAT’S NEXT
• GOOGLE SEARCHES FOR REAL ESTATE DOWN 70%
• VERY FEW PEOPLE CARE ABOUT YOUR WEBSITE
• ZILLOW 70% MOBILE AND CLIMBING
• MORE MOBILE USER OF FACEBOOK
• SEO AND IDX ARE LAST DECADES BATTLES
• MOBILE RESPONSIVE SITE OR SITES
• FRESH CONTENT
• PUT CONTENT IN THEIR POCKET (AUTOMATICALLY)
• EASILY SHAREABLE
• LEAD CONVERSION BUILT IN
THE THINGS WE THINK AND DO NOT SAY-70% OF BUSINESS COMES FROM REFERRALS EVEN SOME WHEN ITS NOT REFERABLE BUSINESS
• DO YOU HAVE ANY FRIENDS I CAN HELP?
• VS DO YOU HAVE ANY REFERRALS?
• OBSERVATION – WHAT IS IT? – A: CRAYON
• EMPATHY – WHY IS IT? – TOOL FOR KIDS TO DRAW THEIR IMAGES
• OBSERVATION + EMPATHY = INSIGHT
• BROKER & AGENTS BRANDS CAN BE COMPLIMENTARY
• PEANUT BUTTER + JELLY
• NIKE + JORDAN
• MCDONALDS + COKE OR JACK + COKE
• NFL + ALL TEAM FRANCHISES
• POSITIONING – “WE ARE THE ONLY ______ THAT _______” (TOUGH TO DO)
Goal is to deliver Value to a specific Audience/client – Ask the Questions as the Client
PEOPLE AS PRIORITY #1-HOW TO RUN A BETTER BROKERAGE WITH PEOPLE-FIRST SYSTEMS
• 3 PILLARS
• PEOPLE | SERVICE | DISTRIBUTION
• WHAT HAPPENED TO BLOCKBUSTER?
• REDBOX - _______ CHANGED
• PRIMARY DISTRIBUTION FOR REAL ESTATE LISTINGS IS TAKEN CARE OF - ________
• THEN THE ONLY THING LEFT IS PEOPLE & SERVICE
• LESS ABOUT PAPER AND MORE ABOUT PEOPLE
• COMMISSION GOING UP
• FSBO’S GOING DOWN
• NEW WAYS OF DOING BUSINESS – METROBROKERS
• CONSUMERS EXPECT TO WORK WITH REAL PEOPLE AND COMPANIES WITH PERSONALITY
• EXAMPLE OF PEOPLE & SERVICES ROCK-STARS
• STARBUCKS (WAIT 1 MIN VS 10 TO 20)Real estate can’t be completely commoditized = Huge Emotional DecisionTHEREFORE – People & Service are Huge
PEOPLE AS PRIORITY #1 (2)-HOW TO RUN A BETTER BROKERAGE WITH PEOPLE-FIRST SYSTEMS
• THE BARRIER OF DISTRIBUTION NO LONGER EXISTS
• AGENTS WANT TO WORK WITH BROKERS THAT CARE & WILL HELP THEM SUCCEED
• EMPOWERMENT
• TOP 25% WANT LEAD GEN & CONVERSION
• TOP 5% WANT TRANSACTION/ADMIN SUPPORT
• MOBILE
• AGENTS LOOK TO BROKERS FOR TECH, NOT IN THE OFFICE NEED MOBILE SOLUTIONS
• BE THERE
• TOP 25% WANT DEAL DOCTORING (50%)
• TOP 5% WANT EMOTIONAL SUPPORT (65%)
• HOW YOU GET THERE
• WHAT GOT YOU HERE WONT KEEP YOU HERE
• RIGHT SYSTEMS
• RIGHT APPROACH
• THINK LONGTERM
Real estate can’t be completely commoditized = Huge Emotional DecisionTHEREFORE – People & Service are Huge
PEOPLE AS PRIORITY #1 (3)-HOW TO RUN A BETTER BROKERAGE WITH PEOPLE-FIRST SYSTEMS
• RIGHT SYSTEMS
• STREAMLINE, WORK PROCESS, COMPLIANCE + CONTROL
• EMPOWER AGENTS, MOBILE PRODUCTIVITY ALL IN ONE PLACE
• DELIGHT YOUR CLIENTS
• RIGHT APPROACH (MINDSET)
• PUT PEOPLE FIRST WITH A MISSION BIGGER THAN YOU
• HAVE A PERSONALITY, BE HUMAN, EMBRACE IMPERFECTION
• HAVE FUN, CHOOSE TO BE HAPPY
• THINK LONG TERM
• QUALITY
• HUMANITY
• MOBILITY
• EFFICIENCY
• SPECIALIZATION IS HOW YOU MAXIMIZE SERVICE TO YOUR CLIENTS
• QUALITY OVER QUANTITY
• GREAT PEOPLE DO NOT WORK ALONE
Real estate can’t be completely commoditized = Huge Emotional DecisionTHEREFORE – People & Service are Huge
7 TECHNOLOGIES WORTH MASTERINGBECAUSE THEY ARE NOT GOING AWAY
• EMAIL – IS ATROCIOUS IN THIS INDUSTRY
• PHONE – ANSWER YOUR DAM PHONE
• SOCIAL ADS – YOUR NOT ADDICTED TO FACEBOOK YOUR ADDICTED TO PEOPLE
• RETARGETING – FOLLOW THOSE THAT DON’T CONVERT
• TWITTER ADS – TARGETING DEMOGRAPHICALLY AND GEOGRAPHICALLY
• VIDEO ADS ON YOUTUBE
• LANDING PAGES CONVERT LEADS BESTMost Websites are to Complicated
COMBAT BAD LEAD FATIGUE & CONVERT MORE SALES
YOU ARE GIVING UP OR IN WAY TOO SOON
• 50 EMAIL INQUIRIES MADE ON EXACT SAME 350K LISTING TO TOP AGENTS ON GOOGLE SEARCH
• RESULTS:
• 42 PHONE CALLS + 92 EMAIL FOLLOW UPS
• .84 PHONE CALLS AND 1.84 EMAIL FOLLOW UPS
• ONLY 7 AGENTS TRIED TO CALL ME MORE THAN ONCE
• AVERAGE RE LEAD – RECEIVES:
• 1.4 PHONE CALLS + 2 EMAIL FOLLOW UPS – PITIFUL
• STOP DOING OR SAYING THIS ITS WRONG – IF THEY DON’T RETURN MY CALL OR EMAILS THEY AREN’T REALLY INTERESTED
• 4 REASONS YOU DON’T SEND EMAIL – SPAM | SAY NO | SENDING THE WRONG THING |UNSUBSCRIBE
• BE PROFESSIONAL, BE CREATIVE, BE FUN, BE PERSISTANTFollow Up Forever – If Coke had your email they would email you every day
HOW TO CREATE CONTENT THAT CONVERTS
• HEADLINE KEY – COPY/REPURPOSE FROM MAGAZINES – COSMO
• OPEN UP NOW OR LOSE ME EMAIL
• I NOTICED YOU SUBSCRIBED X MONTHS AGO AND YOU HAVEN'T OPENED ANY EMAIL IF YOU WOULD LIKE TO UNSUBSCRIBE HERE IS A LINK
• OFFER SOMETHING, THE COMPLETE GUIDE TO NORTH MYRTLE BEACH (GET EVEN MORE TARGETED)
• CREATE 3 TYPES OF CONTENT
• CORNERSTONE - EVERGREEN
• CONNECTION – FUN THINGS AND THINGS TO DO IN AREA
• CONVERSION – EVERY LISTING BEFORE IT GOES INTO THE MLS | BUYER ASSISTANCE WEBINARS
• CONVERSION – OPEN HOUSE PAGES )ALL OF THEM IN THE AREA
• CONVERSION - DPA – DOWN PAYMENT ASSISTANCE PAGES79% of leads do not turn into anything mostly due to poor follow up
RETSO IN FOCUS & PEOPLEWORKHOW TO RUN A PEOPLE-FIRST BUSINESS IN A DIGITAL-FIRST
WORLD
• YOUR NOT ADDICTED TO SOCIAL MEDIA YOUR ADDICTED TO PEOPLE
• WHAT MANY HAVE SAID:
• FACEBOOK IS STUPID | I WILL NEVER PAY A BILL ONLINE | DO YOU HAVE ONE TO ADD?
• ONE SECOND ONLINE – “GOOGLE IT”
• WE’RE ONE CLICK AWAY FROM EVERYTHING AND EVERYONE
• EBAY NOW – DELIVER ANYTHING WITHIN 1 HR TO YOUR DOOR
• DRIZZLY – 30-60 MIN WINE DELIVERY
• QUICKEST WAY OUT OF BUSINESS IS TO GET ROMANTIC ABOUT THE WAY THINGS USED TO BE OR WE HAVE ALWAYS DONE
• P2P HAS REPLACED B2B AND B2C | EXAMPLE AIRBNB.COM | UBER – TAXI | TASKRABBIT – FINDS SOMEONE TO DO SOMETHING FOR YOU |ETSY – JEWLRY | ELANCE – OUTSOURCE | KICKSTARTER – P2P IN LENDING
Would you like to BE YOUR OWN CLIENT? Be honest with yourself
RETSO IN FOCUS & PEOPLEWORK (2)HOW TO RUN A PEOPLE-FIRST BUSINESS IN A DIGITAL-FIRST
WORLD
• HUMAN COMPANIES WIN
• THOSE THAT DON’T SEE THEMSELVES AS A SPREADSHEET
• EXAMPLE - TOM SHOES – FREE SHOES
• EVER LATE FOR A PLANE – “SORRY GO SEE CUSTOMER SERVICE” WHAT WOULD HAVE CHANGED IF THAT WAS YOUR FRIEND OR BROTHER AT THE GATE – THEY WOULD HAVE TRIED TO OPEN THE DOOR
• BE THAT KIND OF COMPANY
• CHANGE REQUIRES A BLUEPRINT – YOURS NOT SOMEONE ELSES
• EXAMPLE YAHOO.COM WITH SEXY YOUNG BEAUTIFUL CEO ACQUIRED 30 COMPANIES ONLY KEPT A FEW
• THE BLUEPRINT WAS TO ACQUIRE THE COOL PEOPLE (NOT THE COMPANIES)
Would you like to BE YOUR OWN CLIENT? Be honest with yourself
RETSO IN FOCUS & PEOPLEWORK (3)HOW TO RUN A PEOPLE-FIRST BUSINESS IN A DIGITAL-FIRST
WORLD
• PURPOSE BEFORE TECHNOLOGY
• EXAMPLE BILLBOARD WITH QR CODE ON IT
• SHOT SPOTTER | HOUZZ | NEST – THERMOSTAT DOESN’T USE AS MUCH ENERGY
• QUALITY CREATES QUANTITY
• BAD EXAMPLE – MCDONALDS ALL ABOUT QUANTITY | HONEST YOUR EMBARRASSED YOUR THERE
• GOOD EXAMPLE – STARBUCKS GETS IT
• LTV – LIFE | TIME | VALUE
• WHICH WAY ARE YOU TREATING YOUR CLIENTS?
• EVERNOTE – COHORT ANALYSIS – HOW LONG YOU USE IT THEN BECOME A PAID USER
• ____% DUE THIS AFTER ___YEARS
Would you like to BE YOUR OWN CLIENT? Be honest with yourself
RETSO IN FOCUS & PEOPLEWORK (3)HOW TO RUN A PEOPLE-FIRST BUSINESS IN A DIGITAL-FIRST
WORLD
• SERVICE IS MARKETING – ITS NOT OVERHEAD
• GREAT MARKETING OF THE FUTURE IS GREAT SERVICE
• EXAMPLE ZAPPOS = A CUSTOMER SERVICE COMPANY … THAT SELLS SHOES
• THEY HAVE A QUITTING BONUS – PAID $3000 IF YOU QUIT IN THE FIRST 30 DAYS
• BAD SERVICE = BAD MARKETING
• YELP IS A VERB
• WHEN BAD SERVICE HAPPENS – REMEMBER WHAT A HUMAN WOULD AND SHOULD DO
• BY FLOWERS FOR YOUR WIFE
• SQUARE MAKES PAYING SIMPLE
• BUT WE SAY HOW COOL IT IS
• TRIPIT – CONSOLIDATES FLIGHTS, HOTELS, RENTAL CARDS ALL IN ONE FEED
Would you like to BE YOUR OWN CLIENT? Be honest with yourself
RETSO IN FOCUS & PEOPLEWORK (3)HOW TO RUN A PEOPLE-FIRST BUSINESS IN A DIGITAL-FIRST
WORLD
• BUSINESSES ARE BUILT ON COMMUNITIES
• FARMERSONLY.COM - SINGLE IN THE COUNTRY| MATCH.COM | OURTIME.COM –OLDER DATERS
• TRULOVIA – SINGLE IN THE REAL ESTATE INDUSTRY
• YOU CAN BUILD A COMMUNITY AROUND YOUR BUSINESS
• FACEBOOK GROUPS | G+ COMMUNITIES
• COMMUNITIES NEED A TRIBAL LEADER – ITS OWN LANGUAGE – E.G. VENTI
• PASSION POWERS PROFIT – THERE IS EQUITY IN NO
• STARS ARE MADE IN HOLLYWOOD
• SURROUND YOURSELF WITH GREAT PEOPLE
• 5 PEOPLE YOUR CLOSEST TO DIVIDE BY 5 = WITHIN 10% OF YOUR INCOME
• 5 MICHAEL JORDAN'S WIN ZERO CHAMPIONSHIPS
• THE STRENGTH OD THE WOLF IS THE PACK
Would you like to BE YOUR OWN CLIENT? Be honest with yourself
RETSO IN FOCUS & PEOPLEWORK (3)HOW TO RUN A PEOPLE-FIRST BUSINESS IN A DIGITAL-FIRST
WORLD
• ONLY YOU WRITE THE STORY
• INNOVATORS – JACK DORSEY – CREATOR OF TWITTER AND SQUARE
• MOST IMPORTANT THING IS TO GET STARTED AND GET IDEA OUT OF YOUR HEAD
• ONLY YOU CAN WRITE YOUR STORY
• STEVE JOBS – YOU CAN BUILD YOUR OWN THINGS THAT OTHER PEOPLE CAN USE
• WALT DISNEY'S DRAWN OUT VISION IN 1958 IS ALMOST IDENTICAL TODAY
Would you like to BE YOUR OWN CLIENT? Be honest with yourself
THANK YOUTHE BEST OF RETSO
AUGUST 5TH – CCAR TECH TUESDAY
PIERRE RATTINI – CCO, MB BUZZ