SESSION 1 Building a Successful Foundation

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1 SESSION 1 Building a Successful Foundation DISCLAIMER: As an independent sales associate affiliated with a CENTURY 21 franchised office, you have a variety of resources, tools, technologies and opportunities available to you. Your use of the CENTURY 21 suite of marketing, educational and operational materials, programs, tools or meetings is not mandatory. Nothing in this document is intended to create an employment relationship. Note: This document and the content of educational programs may contain suggestions and best practices for you to use at your discretion. Course Objective To provide you with the tools, expertise and confidence needed to achieve immediate and sustainable production as you build your own successful real estate sales business with the CENTURY 21 System. Objectives This session is designed to help you... Leverage the power of our brand in building your business List and understand the essential skills and traits of successful real estate sales associates Recognize the difference between active and passive prospecting Implement best practices of goal setting in order to achieve exceptional results Begin to build a customized plan for your own success in real estate sales Our History Who We Are The Brand For the latest statistics and information on the CENTURY 21 System, click on the 21Online.com and click on the About CENTURY 21 tab. 1

2 The Leader in Brand Awareness TIP: Download additional study results. Go to 21online.com» About CENTURY 21» Brand Matters» Most Recognized Brand. Why does the brand matter to our customer? WIIFM What s in it for me? Prospects, customers and clients are motivated by benefits meaningful to them. Always work to answer the WIIFM question from your customers perspective. Why would they want to know? How will this help them? Why does this matter? 2

3 Why did you become affiliated with the CENTURY 21 System? World-class Tools and Systems: CENTURY 21 Business Builder LeadRouter SM for CENTURY 21 CENTURY 21 University SM Quality Service Survey CENTURY 21 Business Benefits SM CENTURY 21 Preferred Client Club SM Agent Financial Tool Hispanic Marketing SELLER SERVICE PLEDGE BUYER SERVICE PLEDGE CENTURY 21 Brand Studio SM Xpressdocs THE GOLDEN RULER PR Studio C21 ToolkitCMA SM Zap Being in Business You are a business owner. What does that mean to you? 3

4 Business Skills to Develop Course Workbook Learn the Business Your marketplace The mechanics of a transaction Communication and sales skills Promotion and marketing Time management Goal setting Business Planning _ Business Traits to Develop Desire to help others Dedication to exceptional service Self-discipline Good work ethic Strong desire and determination to succeed Healthy self-image Control of attitude Willingness to keep learning and growing Willingness to step outside of your comfort zone 4

5 Business Generation (Also known as Business Development or Prospecting) Business generation is searching for and finding people who need your help now and in the future. These people are prospective buyers and sellers. They are your prospects. Business generation is the single most important use of your time. 50% of your time should be spent on business generation activities. Allocation of Activity 20% Business Generation 50% Support 30% Professional Development Five methods of reaching prospects What are the opportunities and challenges of each? Face-to-face Phone Mail Social Networking Opportunities Challenges 5

6 Considerations Who you are contacting Your objective or your message Is the prospect accessible through the method of contact? Are you available during the hours necessary? Your own communication strengths Efficiencies of cost and time The results you will produce Follow ALL federal, state and local telemarketing laws. DO NOT CALL! Review your office s procedure for compliance with your broker or manager. Business Development: Active vs. Passive Active Sales Associate Initiated Proactively calling, visiting and initiating conversation with people, offering your services and asking for business and referrals Passive Prospect Initiated Promoting yourself and your inventory in a way which enables prospects to contact you. 6

7 Identify and fill in examples of Active and Passive Prospecting Active Prospecting Passive Prospecting The benefits of Active Prospecting Your success is not market-driven You are in control of how many or how few you contact Higher levels of production and income The benefits of working with sellers Control of time Higher income potential Visibility Listings attract buyers Greater business stability during changing times What are the challenges of working with sellers? The benefits of working with buyers Potential to earn income sooner Emotionally rewarding Better prospects for repeat business What are the challenges of working with buyers? 7

8 Defining Success Core Values are the most important things that engage our hearts and minds, and help define our true selves. How do you define success in real estate sales? Identify your three strongest core values: How does success in your career support your core values? Core Values Vision of Success Specific Goals 8

9 Setting Goals A goal is something you are committed to achieve, which requires an effort you are willing to expend. What is the value of setting goals? Rules for goal setting: In writing Specific and measurable Your goal Believable to you Realistic and achievable Backed up with real plans Balanced with other business and life goals -term, mid-term and long-term in range Use photos and symbols as visual anchors The Value of, Mid and Long s Long Mid Term Goal Mid Term Goal Mid Term Goal Mid Term Goal Term: Mid Term: Long Term: Day(s) or Week(s) Month(s) Year(s) 9

10 Business Personal Growth Family The Balanced Life Financial Health & Wellness Community Spiritual Identify three business goals, and one goal for each additional category Business Family Health & Wellness Spiritual Community Financial Personal Growth Achieving Goals Achievement of Goals Build Plans Set Goals Schedule Specific Daily Activities Monitor Results Tune and Modify as Needed 10

11 CENTURY 21 Agent Financial Tools Click on the Agent Financial Tools link in the Tool Library on 11

12 SESSION ONE ACTION ITEMS Please complete the following: Complete the Business Skills & Traits Self Analysis Create one new goal for each of the seven goal categories Identify three new business goals Log into AFT and customize your business plan Review Do Not Call law policy with the broker or manager Look for opportunities each day to meet people, present your business card and offer your services Report your activities and check off completed homework in the CREATE 21 Reporting Site Additional Resources: Business Skills & Traits Self-Analysis Striking Up Conversations About Real Estate Striking Up Conversations Elevator Speech Striking Up Conversations Everyday Encounters 12

13 BUSINESS SKILLS & TRAITS SELF-ANALYSIS Name Date S=Strength O=Opportunity Business Skills S/O Plan for Improvement Knowledge of Marketplace Knowledge of Inventory The mechanics of a transaction Communication skills Selling skills Self promotion Marketing Time management Goal setting Business planning Technology Business Traits Desire to help others Dedication to exceptional service Self-discipline Good work ethic Determination to succeed Healthy self-image Control of attitude Willingness to learn and grow Willingness to step outside of your comfort zone CENTURY 21 Logo, and CREATE 21 are registered trademarks owned by Century 21 Real Estate LLC. 13