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Op/Ed

Get off of Facebook and sell my friggin’ house already

(EDITORIAL) We all have to be online, but how do you balance dominating the web with farting around on Facebook?

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home buyer facebook

I’m not anti-social media

Yes, that was a baited title and No, no one said that to me.  But they could if I don’t do my job as a listing agent first and foremost.  I am NOT an anti-social media advocate (not at all, I <3 love social media!) but I AM a consumer advocate and if you are an agent your consumers are buyers and sellers, period.

Do you want to know what the awesome sauce of being a top listing agent is? It is servicing a listing as you would want your own home to be serviced.  Think about that for a minute.  If you had a home for sale, what would you expect the listing agent to do?  You may not have even thought about it in this perspective before, but it can be a pretty handy tool to up your game and build client loyalty and provide your consumers, your clients, with the type of service they RAVE about.

I would EXPECT my Super Star Ace Listing Agent to:

1) Dominate the Internet with my listing, including maps, pictures, details, school info etc.  I’d want to be able to Google my address and find my listing in many different locations.

2) I would want to be able to reach my listing agent quickly, in my preferred communications manner (text, email, phone).

3) I would expect detailed updates each time they showed the house (feedback) and monthly updates on all the marketing my listing agent has done that month for my property (and I’d like to know what is working and where the traffic is coming from, technically and geographically).

4) I for SURE want to be assured that when someone wants to see my listing, that the listing agent makes it very easy and accommodating for it to be shown.

5) If I saw my agent on Facebook, Twitter or other social media, I’d be cool with it as LONG as they were doing the above first.  If they haven’t had time to update me, show my listing or give me feedback, they sure as Heck don’t have time to be on any social media site.

6) I’d EXPECT my listing to be on my listing agent’s blog or website (I would not take kindly to the idea that my agent’s blog or website is NOT the place for my listing to be, so if you, Blogging Purist Agent, don’t have a main site where your listings are highlighted, I’d rethink that strategy, my main clients are my listing clients, not blog visitors who don’t want to see my listings, this is a REAL ESTATE BLOG and I SELL MY LISTINGS).

7) I would NOT want to know that my listing agent has a bad reputation for spamming anyone.

8) I would expect my listing agent to be fully abreast of my competition not only when they list the property, but monthly so that we  can make decisions together regarding price changes based on informed knowledge.

9) I would want to know that my listing, regardless if it’s lower than the rest of my agent’s inventory, is getting the same treatment that all of the others do.  If they wanted my business, then respect it. Don’t just take my listing to build your inventory book and treat me like a red-headed step child.

10) Finally, I’d want to know that my agent is knowledgeable, approachable, professional and dedicated to selling my listing as quickly as possible for the highest the market will bear.

Have you done your job?

If you, fellow agents, have some disgruntled listing clients or clients who don’t want to reduce their price even when the market indicates it should, look at the above and see if you have done your job as you would have expected it to be done for your own property.  Where did you fall short?  What can you rectify now?  Build your business around the desired consumer experience and expectation and you can’t go wrong.

You might do all of things, you might do more, and they might seem elementary.  If so, Great, go have a blast on Facebook and bring in more great business from great clients, but if not, get your own house in order before looking for more houses to sell. No pun intended.

PS: I have seen agents (and even myself in moments of weakness) not provide the service above, and when I look back at my less-than-perfect self, I just shake my head, pull up my bootstraps and get back to being that agent that I want to be.  Where I most often fall down is simply letting the clients know what is going on.

I somehow forget that they don’t KNOW their single property site has been viewed 5,000 times, or that there is a foreclosure in the neighborhood that wasn’t there before, etc.  I need to always keep them as informed on their listing as I am so they can feel secure and up-to-date.  That is exactly what I would want to be if it were my home on the market….

This editorial was originally published in 2010 on The American Genius by Janie Coffey.

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The American Genius' real estate section is honest, up to the minute real estate industry news crafted for industry practitioners - we cut through the pay-to-play news fluff to bring you what's happening behind closed doors, what's meaningful to your practice, and what to expect in the future. Consider us your competitive advantage.

Op/Ed

Do you not like working from home? You aren’t alone, even if it feels like it

(EDITORIAL) The work-from-home life isn’t suitable for every worker – and that’s okay! There are pros and cons. Let’s acknowledge the differences.

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working from home vs office

Working from home has become the new normal for many of us. And while some of us have been doing it for years and love it – and some of our new work from home homies are loving it, as well – there are some that are aching to get back to the office.

Yes, you read that right, there are some people who would prefer working in an office over working from home. While I’m not one to take part in that water cooler chatter, there are some major benefits to working in an office. And, even if those benefits don’t float my boat, it doesn’t make them any less beneficial.

First of all, you get social interaction – something that can be lacking while working from home. Even if you have others living in your house, it’s not like you’re shooting the work breeze with them during the work day, nor do they have the ability to help you with your work-specific tasks.

I will say, some days when I’m working from home all day and happen to not have any phone calls, I sound kind of like Yoda when 5pm rolls around and I’m talking with friends or family. It’s like I get rusty and I’ve jumbled up the ability to properly interact. Just as social interaction is important in our personal lives, it’s important for some people to thrive in a professional setting.

Second, when you’re working on a team, communication can be much more difficult in a remote setting as certain elements get lost in the computer-mediated shuffle. It’s so much easier to pop over to someone’s desk and ask a quick question than to wait on an email or instant message that includes little explanation and zero non verbals.

Lastly, when the workday ends at the office – you get to go home. When the workday ends at home – you’re still at home. This diminishes the excitement of getting to sit on your couch (because it’s likely you’ve already been sitting there for a while).

It also makes it harder to stop working. Working from home has the ability to blur the lines between personal and professional life. Just as we may take a break to throw in a load of laundry during work hours, we may find ourselves working on spreadsheets and proposals during personal hours. Having that set, in-office schedule helps separate work and life.

Like anything else, working from home, like working in an office, comes with its pros and cons. Which style do you prefer?

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Op/Ed

The dos and don’ts of balancing your life with your real estate career

(EDITORIAL) Your real estate practice can be overly consuming if you let it. With discipline, you can have a good work/life balance.

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Real estate agent shaking hands with couple over a For Sale sign marked sold from Zillow

In your real estate practice, you have a plate, and you can only put so much onto that plate before things begin to fall off into the cracks. These cracks are what I call “fires” – you know, those things that become emergencies because simply put, you let them.

What I am about to share with you at first glance may come off as cold, however, I believe that with a little thought, some practice, and your own tweaks, you can realize the income you want and afford time with your family – all while elevating the respect you deserve from your real estate clients.

Balancing work and life in real estate is no easy feat.

At no point in my real estate career have I ever allowed myself to appear too eager or desperate for a client, and my clients always felt special and cared for, even though I observed a strict daily schedule. The following is how this can be accomplished:

Lesson one: You know your threshold of how many clients you can handle at once. Your pipeline should be full, and the next client in line for your services should know you’re worth waiting for, and be assured that the same care and attention will be shown to them as soon as they are “next” (never answer a client call while with another client, or this will not work for you). A client became “next” when an offer was accepted on one of my existing transactions. My threshold was originally four clients. If my pipeline was expanding quickly, I brought on agent assistants. As they waited their turn, my assistant held their hand and kept them busy with pre-qualification, buyers agreements, and the like.

Lesson two: When I took on the next client, clear rules of the road were established. I do not leave the house (home office) until 10. I have better things to do with my time than to sit in rush hour needlessly. Some like this time for phone time, however, your undivided attention is not always given, and the possibility of missing vital details while driving and negotiating grows exponentially (as do safety risks). My phone calls were made from 8am to 10am before I left my office.

Lesson three: All of my appointments were set on the half-hour – I’m not sure why, but it worked and I was always on time, as were my clients. The same went for phone calls. Schedule them on the half-hour. You will find, for example, that if you grab lunch at noon, you’re ready for business again at 12:30.

Lesson four: Be home either before or after rush hour. I preferred before. The implied impression of my work hours with my clients worked in my favor nearly 100% of the time. Why? Because I skipped the salesman b.s. of showing them more expensive homes first – I actually took them to the home described in the range they wanted. I set the proper expectations in the first place. I listened to my clients, and they appreciated it. The day they may have waited for my undivided attention gave them immediate results, and they loved it.

Lesson five: If you cannot show your buyers their next home within five showings, either you’re deaf to their needs and wants, or they don’t intend to buy – if you’re experienced, you know it when you see it, and they’re wasting time for the next customer in your pipeline. Place them on a drip campaign with a buyer’s agreement in place, or refer them.

Lesson six: Decide when your workday ends. Mine was at 5:30. However, from 8:30pm to 10pm I would work on offers, faxes, enter listings, answer texts, and emails.

Lesson seven: Not every client was right for me. For example, I have a zone of travel. The markets I work in. Working outside of that zone takes up time from my clients in travel, and time from my family. Refer them, or if you’ve tapped into a further away zone, build your team. Teams can grow and shrink as needed.

Lesson eight: You are a business. Real estate is a business. You have business hours, and you have you time. My you time was with my family, but I love marketing, so I added a 6th half-day for my marketing, blogging, and the like.

As my business grew, my referral network grew. I utilized an assistant until an indie brokerage was established. We had a clear code of how we conducted business, encouraged our buyer’s agents to adapt their business model as I’ve described, and never allowed an unseasoned agent to handle more transactions than their limit. Inevitably my threshold grew to six, but it took time.

With the technologies we have today with instantaneous communication, it’s very easy to allow things to creep onto your plate. So my final lesson is to utilize an assistant frequently.

It is possible to work and live but it takes discipline and a set of business rules for yourself that you’re accountable to besides just the Code of Ethics. It’s about being honest with yourself, and never being so desperate that something can’t wait a minute.

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Op/Ed

Learning beyond the scope of your career has life-changing benefits

(EDITORIAL) While many may think education stops after graduation, there are ways to continue life-long learning that are endlessly rewarding.

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Man writing representing studying and learning.

I took a class titled “Communication in Aging.” For the most part, it was much like any other class where you learn the material from textbooks and PowerPoint slides. One particular day took a different approach. The professor organized a small panel of five individuals from the community that was in their 70’s and 80’s. While many different topics were discussed, the overarching theme was the importance of life-long learning. One woman spoke excitedly about trips she takes with different groups that have an educational component to them.

All of these individuals were active in the community and have a variety of interests. All of this was attributed to their dedication to life-long learning.

This wasn’t a new concept to me, however, it was not something I had ever taken into personal consideration. I was sitting there with the thought that I had one month left of school and that I would continue education at the School of Hard Knocks for the rest of my life.

But, why wouldn’t someone want to be a life-long learner?

Why be complacent with picking up bits of knowledge here and there when you can be active about it even after you’ve graduated?

This can be done in a couple of ways.

You can continue your education by taking classes at your local community college or park district, or you can take your own creative approach.

At the start of the New Year, my resolution was to learn about a new thing every week (or to simply expand my knowledge on something that I already knew a little bit about.) While my dedication tapered off due to graded research taking precedence, I have picked up this resolution since graduating and have had a blast learning about new things.

My list ranges from information about orca whales to Camino de Santiago, to mortuary science, to how to make a citizen’s arrest. Yes, I am aware that this list is strange (I didn’t even include the ones on the stranger side).

But, I’ve found that learning about these varied items has expanded my mind and has enhanced my small-talk skills. Getting to learn about something different each week keeps me educationally invigorated, and I hope that it helps as I go through my own process of communication in aging.

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