Creating an Experience to Remember With Systems

Posted on Feb 13 2018 - 9:36am by Suzanne De Vita
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As a broker, is your day-to-day at your desk instead of leading your team? Are you finding you have less room in your schedule? Difficulty handling incoming leads? Issues with training?

Almost all challenges can be overcome with systems. In RISMedia's latest ACE webinar, "Leveraging Systems and Technology," two brokers discussed the methods that, for them, spur more transactions and more volume—the processes that have made working "smarter, not harder" a reality. Sponsored by BackAgent, the call featured Chance Brown, broker/owner of Realty ONE Group Lone Star in Houston; Paul Wheeler, broker/owner of Accent Realtors® in the Greater Tulsa area; Scott Schafer, head of Product Strategy for BackAgent; and Terri Murphy, coach and speaker with Workman Success Systems.

Chance Brown

Chance Brown

"Without systems, without technology and without processes in your business, in a lot of cases, you're walking blindfolded through a field and tripping over transactions," said Brown, who capitalizes on everything from automated social media and interactive voice response (IVR) to video. Brown has not only been able to create efficiencies with processes, but also future value.

"Having these processes and systems, and being able to generate revenue and real business out of them…at the end of your career, that's your exit strategy," Brown said. "That's a sellable asset. That's something you can retire on."

Brown depends on systems for tracking, as well—leads, lead sources and more. He applies the "Lead Tracker" from Workman Success Systems.

"[Our] Lead Tracker has everything from their name and contact info, to where they came from, to when their next scheduled touches are [and] how much they are in potential revenue, so we know what our capture rate is and what we're missing out on and not missing out on," said Brown.

For Wheeler, scripts are the tool. Since beginning his career in the the early '90s, Wheeler has developed messaging for his team to use—communication that eliminates friction and sows trust.

Paul Wheeler

Paul Wheeler

"It's just a process of leading the client down a straight line to their ultimate goal, updating them consistently and letting them know what's next so they never have to wonder," said Wheeler. "If a client starts wondering, and they don't have clarity on what's going on, they're going to start telling you what to do, or start saying no."

Additionally, Wheeler has implemented "My Perfect Week Scheduler," another Workman tool, to manage and maximize his time. The calendar contains everything from appointments and prospecting to meals and personal time.

Wheeler also advertises on television—"a one-time effort" that keeps reaping results.

"I always say that if we want to grow our business, we have to get beyond personally generating every lead that comes in," Wheeler said. "We need systems working for us that don't require any more effort on our part, and that's what TV does. It's powerful."

Your constituents—agents or members of your team—have to be able to leverage the systems, as well. Both Brown and Wheeler host "huddles"— Brown, 30 minutes three days a week; Wheeler, 10 minutes four days a week—that educate them about the tools they can use.

"If we mastermind with the whole team, we can do so much better," said Wheeler. "In huddles, it's accountability…we come together and we connect because it's like a family."

Both Brown and Wheeler agreed that creating an experience is key—and delivering a first-class one is simple with systems. Brown calls it "the McDonald's effect": Every McDonald's patron receives the same service, no matter what they order or where they are.

"We've changed it from 'the McDonald's effect' to along the lines of a Ritz-Carlton or an American Express," Brown said. "It's really about the experiences of the people we deal with, whether they use us or not."

Learn more from the webinar in the recording below:

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