We spoke to a few of our major industry supporters (hello, RPAC Major Investors!) who are also Top Producers. Coincidence? We think not! Here’s what they have to say about technology, digital communications and time management.
CR: Where are you investing your time and seeing the most return on that investment?
Greg Pekarsky (GP): Staying in touch with my past buyers and renters on a regular basis. Follow up is the key and maintaining my sphere is where I get the best leads for future home buyers. Tere Proctor (TP): Maintaining contact with past clients, people in my data base and general sphere of influence. Joanne Nemerovski (JN): I have always been a solid believer that to be successful in real estate, you have to try everything! My sphere of influence is my greatest asset, but my website, print ads, old fashion signage, open houses, e-blasts and social media — I use them all; we never know what mode of communication will attract attention and help a property be seen and sold. Joe Castillo (JC): I find myself spending most of our time learning how to best tell our story online, whether that means getting consistent reviews or letting others outside of our office know what we do and why we do it. What we have found is our clients respond extremely well to this non-direct marketing and it has helped us build up our referral business.CR: What are you using for a Contact Management system?
GP: Top Producer. TP: In-house CRM program. JN: My own website, JoanneSellsChicago.com. JC: We recently converted over to the ZAP platform that Realogy created in conjunction with Zip Realty. The CRM ties directly into our lead management system so there is no need for double entry. The big key with ZAP is that it uses analytics to review your clients’ activities online, creating a ZAP Score. Based on this score, we know which lead needs our attention now. It basically makes us more efficient on our lead follow ups and conversions.CR: In regards to social media, what has been your strategy? What has worked/hasn’t worked? How frequently do you post?
GP: I post regularly but more natural posts about what I’m doing and my interests. I don’t sell on my personal page but more so show off the best part of my job. I show a great view if I come across one or I interview a buyer that I close on why they chose to buy. Make it natural and you don’t have to sell what you do. Natural posts about the best parts of my job get the message across without pushing it too hard in peoples’ faces. TP: Less is more! JN: I don’t use a lot of social media as my target market isn’t as connected, but when I do, it’s generally through my relationships with luxury magazines, such as Haute Living and Unique Homes.CR: What’s your current favorite technology or gadget?
GP: Nothing too crazy, my Samsung Galaxy has a powerful camera and I’m able to post great videos and pictures directly from it. TP: Recently named the “single most influential technology developed in the past 10 years,” the iPhone is my “instant assistant.” JN: My favorite gadget (for real estate) is the Bosch Laser Measurer. Of course, I love my iPhone, but having an automatic measuring device on showings is extremely helpful.CR: What’s your best tip for those looking to break into real estate or become a top producer?
GP: Find a company that has great training and mentorship. With the right oversight and assistance anyone can succeed. TP: Develop a business plan. This will allow you to identify your niche and stay focused on your goals. JN: Hard work. Real estate is very competitive, but there is always room for new talent.CR: Do you do anything “old school” that still gets results?
GP: Pick up the phone and call. Fight the urge to text and email – that’s easy, and as a result, gets the worst result. Respond within one minute of a leads requests and have good communication. It’s not a difficult formula but 90% of the agents don’t do this. TP: Text and e-mails are fine for quick exchanges, but there is no substitute for quality, face to face dialogue to maintain solid business and social contacts. JN: I’m still emotionally stuck to my flip phone. No one can believe it. I have an iPhone, as well, for email, but when it comes to talking, I cannot seem to give up my flip phone. JC: So we are mixing a bit of new school with old school in order to get results. We use SmartZip to get a better sense of who is most likely to sell over the next 6-12 months within our farm area. We then follow up “old school” with this list of potential sellers, sending them flyers and knocking on doors. It makes us more efficient and provides us with more confidence. Imagine knowing that every fourth home you knock on will sell their home in the next six to twelve months. If that doesn’t motivate you to knock on some doors, nothing will.CR: What books have changed the way you do business or have impacted your life?
GP: Two great ones: Never Eat Alone, And Other Secrets to Success, One Relationship at a Time, by Keith Ferrazzi and Tahl Raz, and How to Win Friends & Influence People, by Dale Carnegie. TP: TRUMP – The Way to the Top: The Best Business Advice I Ever Received, by Donald Trump. Surprisingly simple, but lasting thoughts that will stick with you, like “Don’t confuse efforts with results.” JN: Getting To Yes: Negotiating Agreement Without Giving In, by Roger Fisher and William Ury, and The Art & Science of Negotiation: How to Resolve Conflicts and Get the Best Out of Bargaining, by Howard Raiffa. I read both of these books during law school, but I think they are extremely relevant in real estate. The most valuable concept is recognizing there are two sides to every transaction. The key to success in this business is to value each side, create an environment for compromise, and listen to all the important aspects to the transaction to make it a win/win. Negotiation strategy is key. JC: Outliers, by Malcolm Gladwell. For me, this book put things into perspective as to how to position yourself for success.