Peter Fletcher

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How to build instant credibility – even when you’re a rooky

June 2, 2014 by Peter Fletcher

Are you new to real estate? Are you already tired of being beaten by older pros who’ve been in the business for years? If so, you’re not alone.

As a new real estate sales person I copped the same as you’re experiencing now. I’d do all the ‘right’ things, tried my hardest but still I’d get beaten by people who had more experience than me, which was just about everyone in town.

There had to be a better way!

Desperate, I turned to the sales gurus. People like Tom Hopkins and Zig Ziglar who taught people like me that the answer was to know the scripts and dialogues for every conceivable objection.

I practiced until I knew my stuff. If someone asked me if the swing set stayed I’d asked them if they wanted it included. If someone told me they thought the home was too dear I’d restate their feedback as a question and ask them how much they thought they the property was worth. Then I’d ask if they wanted to put that feedback to the owners in writing.

The only thing that separated me and Tom Hopkins was he wore a crushed velvet suit!

And while Tom’s scripts and dialogues worked they never really ‘worked’. There was something missing and something about them that placed a barrier between me and the client.

Then I came across the idea of being present – really present – to my prospective clients. Rather than treating them as a prospect to be converted or a sale to be closed I now looked at them as person with needs and wants and dreams. Instead of manipulating the conversation to get them to list with me I asked them what they wanted to do. Then I listened. I listened to what they said and what they didn’t say and asked them how they wanted me to help.

Quickly, sales calls turned into human conversations, market appraisals turned into discussions about, travel and football and the Celestine Prophecy. Selling was no longer selling, it was serving. And the results followed. I listed more, had more fun and enjoyed my real estate more.

And from there the stories stared to flow. I had stories of success to tell prospective sellers. These were stories about the pointed to the wisdom of pricing a home well, presenting it smartly and of getting the timing right. Every time I told a story it was no longer me telling people what to do – they were choosing to act based on their interpretation of what they heard.

So, if you’re struggling to get up and running in real estate do these four things:

  1. Listen as though your life depended on it. Listen with the intention of understanding the other person’s needs, wants and motivations. Ask lots of questions and then shut up. Listen.
  2. Throw out the scripts and dialogues. They’re great but in the end they’ll stop you from creating a deep connection with your client. They make you present to your own needs and not to the needs of your client. Ditch them and start listening.
  3. Be needs focussed. If you listen well you’ll pick up on the real needs of the customer. They might want to sell but really they need another bedroom. An extension may be a better option. Listen to their needs then help them create options and solutions. If one of those options is using your services that’s great, if not they’ll appreciate your support.
  4. Create stories. People love stories because they help them make sense of their present. Sharing relevant stories is the fastest way to explain complex ideas about pricing and moving in the same market. And don’t be afraid to use other people’s stories – they don’t all have to be yours. Simply state where you got them from and why their relevant and you’re good to go.

So, if you’re new to real estate, don’t be put off by the guns of the industry. Start listening and creating stories and you’ll soon be writing all the business you deserve.

Filed Under: Sales Tagged With: listening, real estate, sales, sales techniques

Why saying “You’ve got potential” can be the worst thing to say

March 21, 2014 by Peter Fletcher

Have you ever been told “you’ve got so much potential?” I have. Plenty of times. 

At first it feels like a compliment. It feels like there’s someone else that recognises something in you that you can’t see in yourself.

It can feel nurturing and make you want to lift your game.

But there’s a downside because being told you have potential implies that you could be more than you are today.

You’re not as good as you could be. Not today anyway. Maybe tomorrow, but not today.

Being told you have potential can set up a lack of self-belief that sounds like this: “If I have so much potential, why is it that I’m not doing better? There must be something wrong with me.”

So, before you tell your kids or colleagues they have potential, ask yourself what you mean by the word potential. Instead of using such a vague term, get specific.

And be clear about what it is that you’re attempting to achieve.

Are you trying to highlight the gulf between your expectations and their performance? If so, tell them.

“John, your sales target was $100,000 and you achieved $70,000. This isn’t acceptable. Why do you think you missed the target?”

Are you trying to be encouraging? Mention something specific they’ve done well.

“John, I was listening to the way you handled the call to Mrs Jones. You showed a great deal of empathy and your use of questions resulted in a sales appointment. Well done.”

Are you trying to get them to improve their performance? Highlight one of their wins then ask them what they learned and how they could have done it even better.

“John, you wrote over your sale target last month. That’s a great result. Tell me, what do you think lead to this result? What will you do next month to build on that performance?”

Helping people in this way gets them to take ownership of their current reality. It then puts them in control of creating a roadmap for their own personal growth.

 

 

 

Filed Under: Leadership, Sales Tagged With: potential, sales, sales management

10 sales tips from Michael Sheargold

May 23, 2011 by Peter Fletcher

1. I’m on your team? Be on the same side of the equation as your client.
2. My recommendations a based on what’s best for you to achieve your goals.
3. People buy using their own buying patterns. Don’t disrupt that flow.
4. Hard on the issue, soft on the people. Don’t pitch buyers and sellers against one another.
5. The pull back, challenge and squeeze. When the offer is written don’t simply sit there, show some emotion. Ouch, that’s low! Did you realize that includes the land and the house?
6. The law of contrast.
7. Isolation and parking. Is this the only issue preventing us from moving forward? The question isolates the real objection. Acknowledge the answer, leave it alone.
8. Have walk away power. Don’t just take on the listing for the sake of it.
9. Let go of the exaggerated need to be liked.
10. Never let perfect get in the road of better.

Filed Under: Sales Tagged With: closing, sales

Power broker #3 Tim Heavyside

May 23, 2011 by Peter Fletcher

Tim worked for Ansett. They went broke so he started in real estate and he’s now a director at Fletcher’s in Melbourne.

Didn’t set the world on fire in the first two years. Started to question himself. Decided to surround himself with successful people.

A training session with Steven Devine from Sydney changed the way he presented.

Now does 800 appraisals per year with the support of his team.

Likes a simple approach. Appraisals lead to listings, which lead to sales.

Kim Kleisters has great concentration thanks to some of her on court habits. Tim keeps things even and doesn’t celebrate listings. Wants to keep things middle of the road and steady.

He initially hired a part-time assistant and now has a team of assistants. Tim’s principal role is to list.

One thing that leads to Tim’s success is winning and learning. Real estate is like a big jigsaw puzzle that includes things like tonality of a clients voice. He recommends listening closely to the client and how they’re saying it.

Filed Under: Sales Tagged With: sales, Tim Heavyside

Secrets from the UK’s leading real estate agency

May 23, 2011 by Peter Fletcher

Peter Rollings from Marsh & Parsons.

Unshakable dedication to customer service. Get the balance between hard core sales and laid back agency practice.

Marsh & Parsons. Local know how. Better results.

People want to do business with nice people who can deliver. Show that you know local.

New colour is chocolate brown. Works well.

New systems.

New people, new commission rates. Started with 53 staff, finished with 14. Got rid of the dead wood. Paid someone $50k to leave and everyone was happy.

Employing the best talent. We never take our customers for granted.

Be hands on. Have regular meetings with the team. Only employ people you like.

Peter gets an email of all the business his company does. Rarely reduces a fee.

They have loads of team incentives, especially for referrals.

Friday meeting everyone shouts out their numbers, everyone is supportive and encouraging.

Ask customers what they thought of the M&P experience. Most came in with great feedback.

They provide corporate gifts at settlement.

Be a brand, be obsessive.

Each office looks the same, each has local photos. All have a red wall, all have a clock, all have tub chairs.

Creating a brand. Lead. Follow. Or get out of the way.

Embrace social media marketing. Does a regular video blog. Was a top 20 company on Twitter.

Use Adwords successfully. And bus ads.

Web is important to M&P. Brings them lots of success.

They do a lot of sponsorship.

M&P use a text service that allows them to use the same sign board on all properties. Better than QR codes.

Time management the holy grail. Every person has an ideal day. Aim for 5 viewings per day.

M&P aggressively renegotiated salaries, supplies and contracts to save m money. Don’t waste a good recession. 3 percent profit margin. Now 23 million t/o for a 27 percent profit.

Consumer is sovereign. Brand is key. Talent is precious.

Filed Under: Marketing, Sales Tagged With: AREC11, Marsh & Parsons, sales, UK

Tips and negotiation secrets from real estate super coach Tom Ferry

May 23, 2011 by Peter Fletcher

People are buying lifestyle not a house.

It’s important to become a hyper local expert.

Start building a newsletter called How’s the Market.

Buy a Kodak video camera and do a monthly video market report. Send this out to our past clients. Your clients are now seeing you online.

Geographic farming.
It’s all about lifestyle. Record on video the same info you’d send in the mail. Create some market commentary.

Four most important consumer questions for a website
1. Use the term market statistics.
2. How much is my home worth. Share with them
3. What’s for sale. Add some coming soon listing (use your site as an exclusive launch pad)
4. Blog, which answers the question why should they choose you as an agent. Allow people to post reviews. Be open to negative reviews.

Open Houses
Drive traffic to your website. Get to the point where people say “I see you everywhere”.

Be social. Have lots of pillars to extend your brand.

Make your listing presentation consumer-centric. Show case your full team. Show that people are buying 8 for the price of 1.

Start your video blog.

Pre-qualify your vendors so your presentation can be customized for the individual seller.

Show up 15 minutes early. Video yourself doing a pre-sales video in the front yard. Explain to the seller the importance of the video to the sales process.

Q John McGrath How do you deal with fee discounters?
TF you’re not going to win every time. Arm yourself with info and stats. How many transactions do they do? List to sale percentage? Show why the seller is better listing with a full service firm.

JM Soft market, what are your suggestions to get the buyer to make a decision?
TF When, where, why and what’s your plan B? Buyers who are buying for lifestyle are motivated. Don’t waste time on the rest.

3 questions
What’s the worst case scenario? Don’t try the happy sale. Address their fears. Flush out, listen to their fears. Don’t defend.

What’s the most likely scenario?

What’s the best case scenario?

We want the emotion to come out and that allows the anxiety balloon to deflate.

Filed Under: Strategy Tagged With: AREC11, sales, sales coaching

Tips from the #1 US female agent – Lillian Montalto

May 22, 2011 by Peter Fletcher

We list and sell properties. US market is extremely challenging. We work harder than ever. 3 – 4 deals to get one deal through.

Get a handle on the basics.
Have an ideal day.
Prospect every day.
Change your voicemail message daily.
Look the part, act the part.
Send out 5 thank you notes every day.
Hold yourself accountable.

Time management
Time is the most valuable asset we have.
Develop a business plan. Give it some blue sky and inject it with some reality.
Have a reason to do business, create a day plan.
Have a clean desk to reduce clutter.
Know who you’re going to call and be ready to go. Ideal days turn into ideal weeks.
Get a headset.
Block out time. Set expectations by advising when you’re going to return calls.

5 ways to double your sales income

Understand your numbers
How many calls are you making each day? How many of these are turning into face-to-face meetings? How many of these turn into listings taken and sales made?
Know the total number of hours worked? How many of these are productive?

Prospect continually
Wear your name tag.
Ask for referrals.
Learn your scripts and dialogues.
Delegate everything

Be accountable
Get a coach, improve your skills.

Eliminate negativity
Change your family and friends.

Five killer time management tips
Have a checklist for everything
Have a clean desktop
Confirm tomorrow’s appointment today
CITO – Come Into The Office
Prioritize the 5 most important responsibilities for the week
Don’t get sucked into the black hole of the computer. Minimize the time spent in front of the screen.

This too shall pass.
Lillian documented her battle with breast cancer. Appointments were scheduled around the days when she was sick from breast cancer. Nothing is more important than your health. Care for it.

Shadow people who are successful. Treat each day as special. Journal each day. Ask what created the most success. Find something to laugh about and pass it on.

We have a choice. If we chose to whine we lose time. Don’t be held back by the past.

Our mission: To passionately serve all our clients with dignity, integrity on a daily basis.

Q: What advice would you give to a female wanting to start a family and have a carreer.
LM: Include that in your business plan. Be present to your family during family time.

Filed Under: Motivation Tagged With: AREC11, Lillian Montalto, sales

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About Peter

Speaker, trainer and coach. I write about living, loving and working better. Love a challenge. More...

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