On Wednesday, February 2022, we hosted our monthly YPN breakfast “Habits of Top Producers” at our home base, Manny’s Deli. We were so excited to get together in person, connect with our peers and devour advice from local industry experts. You can stay up-to-date on upcoming YPN events by following the YPN Facebook page!
READ KEY TAKEAWAYS:
Our moderator, 2022 YPN Chair Devon Chandler, started the morning off with the prompt, “Are you interested? Or are you committed?” Achieving top producer levels of production and recognition takes commitment.
So, with the intention that everyone is going to commit to excellent service, bettering their business acumen and uplifting those around them, our top producer speakers shared habits and business advice.
BUILDING PROSPECTING & FOLLOW-UP HABITS
How can we build prospecting and follow-up habits into our routines? Our top producer guests shared three key ways:
- Focusing on providing great service.
- Staying disciplined.
- Building systems designed to include consistent, intentional follow-ups.
Michael Rosenblum is always looking at his schedule days in advance. Then, each morning, his first business activity is to check his email and calendar, asking himself, “What needs to be done today?”
His organization systems aren’t elaborate — Outlook, sticky notes and a sharp memory — but he pays attention to the details of providing great service. He presents himself well with the way he dresses, greets or acknowledges everyone he passes, studies the neighborhoods he works in and beyond.
Prospecting new leads and following up with past clients comes from his authentic, absolute desire to provide great service. By making sure his habits reflect that mission, the referrals and leads keep coming in. More on that below.
Amy Duong Kim admittedly has never been a fan of prospecting, but she taught herself to get into the habit of prospecting in some aspect every single day. It doesn’t have to be as elaborate as a whole hour of cold calls, but it is dedicated time she uses to forming new relationships.
“Don’t cast too wide a net that you can’t be personal,” she cautions. She tries to email or text at least three to five people every day, and she pays attention to her capacity for providing quality support in a real estate transaction.
Her habits are built to not just collect new leads but to follow up for as long as it takes. “Many of my buyers will reach out to me four years after our first conversation saying they’re finally ready to buy. During those four years, I’ve been staying top of mind by remembering birthdays and anniversaries and checking in.”
Both Michael and Amy tailor their business habits to go beyond being in the sixty or ninety-day moment. They recognize that forming and maintaining client relationships is about the long game.
GREAT SERVICE HABITS EQUAL REFERRALS
Get into the habit of providing great service, not only to your clients but to other agents.
Michael’s service-oriented business style is best demonstrated in a listing presentation. He brings a book of comps and whatever else his brokerage might help supply, and he leaves the book for the prospective client to browse through later. “I tell them I’m only there to share four things: who I am, review some key comps, give insights about the market and share how I will serve and communicate with them. Simple as that.”
People often reach out to him, expressing admiration for how he handled himself on the opposite side of the last transaction they were on. They even reach out after seeing him walking through their building, admiring how he treated prospective buyers for a separate listing!
“Because I take the time to share the knowledge I have about what I’m selling, they [the buyer] are impressed,” he said. “I consistently mail buildings and I tell them what people want to know.”
Amy’s team structure is collaborative and allows for each person to own a niche or area of expertise. They have created their own think tank of knowledge where each one of them owns a specific area of expertise and is available to answer questions for each other.
This mindset of sharing knowledge — and it can be done even if you don’t have a team! — strengthens relationships with your peers. Not only will your transactions with other real estate professionals be more seamless and enjoyable, but you’re also creating a culture of mutual respect and support in what can be a lonely business.
People refer their friends and family to those they respect and who they feel have shown respect to them in return. How are you showing up with great service?
GET INTO THE HABIT OF BEING AN EDUCATOR
In the current 2022 market, multiple-offer situations are proving challenging for even the most experienced real estate professionals. What habits can help buyer’s agents advocate for their clients best?
Amy advises that everyone take the time to educate their buyer. Teach them about the market situation (and do your research so you can answer questions!). This sets expectations. “If they really want a house, they need to put their best foot forward,” she said.
Michael added on. “How much does your client really want the unit, and what’s the value?” His identity as a real estate professional is rooted in his expertise and his love of teaching people what he knows. So, he knows the neighborhoods, the general comps, the buyer’s list of wants and goals and more.
For example, if winning a multiple-offer situation requires making an offer significantly over the listing price, this is your opportunity to lay out your buyer’s choices. What are they paying for? Getting into the habit of being an educator establishes you as the go-to expert and thoughtful homeownership advocate your clients need.
Lifelong clients come from these relationships as do referrals.
Amy suggested the current market is a great opportunity to reach out to all of the contacts in your database. “Reach out to them with a valuation!” she said. “I’ve been sending out emails, checking in, attaching the report and offering to talk to them about their possibilities.”
This outreach is rooted in the value of being a REALTOR® — your knowledge.