In today's real estate market, more agents are entering the industry, creating a competitive culture for brokerages across the U.S. To stand out from the competition, it's important for brokers to offer a powerful value proposition that will attract agents who are ready and willing to best serve their clients.
In the latest RISMedia webinar—"Beat the Competition: How to Level Up Your Agent Services to Win More Listings"—panelists Olivia Mariani, director of marketing for Curbio; Eric Gibbs Sr., broker for Realty ONE Group Integrity; and Lee Tessier, team leader of Lee Tessier Team of eXp Realty, discussed what brokers should do to attract the best agents and elevate their offerings to capture more business.
The webinar, sponsored by Curbio, was moderated by Cleve Gaddis, master coach, speaker and trainer at Workman Success Systems.
"If you're anything like me, you worry about the changing landscape of real estate and what might happen over the next few years in terms of us avoiding competition, staying relevant or continuing to convert as much business as we need to for the income of our agents, ourselves and our brokers," Gaddis explained. "The reality is that our landscape is changing very, very fast."
As the panel dove into the tools and tactics for helping agents win more listings, Gibbs shared some of his tips for making sure each of his agents is successfully building a business that is uniquely their own.
"Around October or November, we start talking about next year," Gibbs said, explaining the process of reviewing the business plan for each upcoming year. "A lot of agents, when they're working on their business plan, aren't sure where their marketing dollars are going or know where their business came from."
Another tip Gibbs shared focuses on planning incrementally: "Instead of planning for 12 months, plant for three months. You're taking these small bites, so if you have to, you can pivot," he said. "I found that the agents are really starting to look at that and seeing their results far more sooner rather than later."
When it comes to individual agent wants and needs from a development and growth standpoint, Gibbs explains how he targets their mindset and guides agents to look at their business as their own.
When it comes to training and communication, role playing is a big part in both Gibbs' and Tessier's training methods. They both agree that not only does this help the agent become better on the phone or with follow ups, but can help answer their own questions about what does and doesn't work in everyday business.
"Make sure you get an accountability partner and practice," Tessier said. "Listen to your tonality because it's not always what you say, it's how you say it. The better you get at practicing and role play, the more fluid and calm you are. The consistency in what you say goes a long way."
He believes that daily success habits help agents not only stay on track, but stay organized and confident. "Write things down, know where you're going, make a plan," he stated. "They are simple things, but it's also consistency and persistence of getting things done."
As Tessier goes on to detail more of his tactical offerings for his agents, he highlights specific programs, and explains how they work and benefit your business by turning clients into advocates. The programs that he details are as follows: Guaranteed Sale Program, Rehab and Refresh Program, and Equity Power Program.
Tessier is also known for hosting a variety of events, designed to thank, celebrate and assist his clients. From an annual Thanksgiving Pie Giveaway to Housewarming Happy Hours that offer a night out for homeowners, these events create a club around the database, encouraging referrals and business while creating and maintaining relationships.
"It's staying in contact with them [clients] long term because you're doing something different," he said. "They already like you, know you and trust you, and they want to see you succeed. The more you grow that referral base, the better you are."
To wrap up the Webinar, Gaddis asked Tessier to explain his coveted Top 50 program, based on the book 8681 which details how to sell 86 deals a year working with 50 people most likely to give your referrals in one hour per day.
"When you're making those circle prospecting calls, they wipe you out," he explained. "So fill yourself back up with your emotional bank account and make three of these top 50 calls, because they want to talk to you."
Consistency and confidence are most important when it comes to creating relationships and getting referrals, which will ultimately boost the business of any agent. By offering value, you are creating opportunity.
For more tips on how to level up your agent services, watch the full webinar below:
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