Red-Hot Rookie Mark Leader Courses

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2 TABLE OF CONTENTS WORKBOOK 1. title page 2. Table of Contents 3. Message from Mark Leader 4. Tell Us About You 5. Success or Failure / 10 Steps to Building a Sound Business Foundation Steps for Building a Red-Hot Career Step 1 - The Foundation Step 2 - Market Research Steps for Building a Red-Hot Career Step 3A - Company Comparison Step 3B - Marketing Checklist Steps for Building a Red-Hot Career Step 4 - Pro-Active Time Management Step 5 - Developing Referral Relationships Steps for Building a Red-Hot Career Step 6 - Daily Prospect Generation Steps for Building a Red-Hot Career Step 7 The Six Ps of Effective Marketing Presentation Steps for Building a Red-Hot Career Step 8 - Track Productivity and Results Step 9 - Lister s Toolbox Steps for Building a Red-Hot Career Step 10 - Buyer/Lister Skills 14. Leader s Success To-Do List 15. Pledge of Participation 16. MLC Certificate of Completion 17. Instructions for the Red-Hot Rookie Success Plan 18. Guidelines for Ensuring Greatness 19. Phone-in Inquiry Questionnaire 20. Tracking Your Listing Appointments (Form E) 21. Separating Lookers from Buyers 22. Guidelines for the Weekly Conference Meeting 23. Instructions for the Manager/Coach/Accountability Partner 24. Greatness Starts by Learning Something New Mark s Red-Hot Rules Red-Hot Rookie Sales Professionals Forms (All forms also on the website at: Red-Hot Rookie Program Evaluation Company Products and Services 2

3 A MESSAGE FROM MARK LEADER Congratulations on successfully becoming a licensed real estate sales professional! Our business is truly one of the few remaining bastions where what you earn is limited only by the knowledge, skill and effort you dedicate daily. Assuming you ve been in real estate for at least a short period of time, you ve probably come to the same startling realization that so many have before you the licensing course did little or nothing to prepare you for actually making a living as a real estate sales professional. Well, not to worry. You now hold the key to a successful career in your hands the RED-HOT ROOKIE New Real Estate Sales Professional Training Program. After 20 years of eating, sleeping and breathing this business, training literally thousands of people just like you, I assure you that this plan is a proven step-by-step process that will virtually guarantee your success if you follow the steps as they are outlined. You will: Learn to do the highest-priority activities first Learn the benefits of pro-active time management Learn how to build the foundation of a strong buyer or seller lister Learn the 10 steps for building a red-hot career Learn how to apply focused prospecting techniques and much, much more! Finally, and most important, you will get off the Mark quickly so that you will start earning a living quickly. To benefit fully from this plan, it will require your full effort and commitment along with the supervision of your manager, coach or accountability partner. And, please remember, if you ever need a friendly hand, I m just a phone call away. Good Luck! 3

4 Tell Us About You! It is important for us to know a bit about you and to understand where you are in your real estate career. By doing so, we are better prepared to work toward achieving your goals. Please take a few minutes and carefully complete the following: (Fax completed form to ) Age: and over Annual Real Estate Income: 0- $40,001- $60,001 $80,001- $100,001- Over $40,000 $60,000 $80,000 $100,000 $150,000 $150,000 Length of Career: Less than 6 mos. 6 mos.-1 yr. 1-2 yrs. 2-5 yrs. 5-8 yrs. 8 yrs. plus Number of seller listings in the past 12 months: Number of buyer listings in the past 12 months: (exclusive right to represent agreements signed) Number of listings sold in the past 12 months: Number of sales obtained in the last 12 months: What is the most important reason for your participation in this program? (Please be specific.) Where did you hear about the program? First Name: M.I. Last Name: Home Address: City: State/Province: Zip/Postal Code: Home Phone:( ) Home Fax: ( ) Company Name: Company Address: City: State/Province: Zip/Postal Code: Company Phone:( ) Company Fax: ( ) Address: Broker s Name: Address: Manager s Name: Address: 4

5 SUCCESS OR FAILURE IT S YOUR CHOICE!: Reason For Failure What s the goal? STEPS TO BUILDING A SOUND BUSINESS FOUNDATION:

6 10 STEPS FOR BUILDING A RED-HOT CAREER: STEP 1: THE FOUNDATION Action Plan: Complete the following exercise: List the reasons why you chose a career as a real estate sales professional: List the reasons why you chose your company: Which of your strengths will help you build a successful real estate career? What challenges do you forsee that may stand in your way? STEP 2: MARKET RESEARCH Action Plan: Research and compile the following market area statistics (use past 12 months): # Real estate agents # Real estate companies # New listings per month # Sales per month Average list-to-sale price ratio (% of list price obtained by seller) Average number of listings sold monthly Average commission earned per transaction Average sale price Average % co-broke commission rate 6

7 STEP 3A: COMPANY COMPARISON (Base responses on past full year.) Action Plan: Research and compile the following data comparing your company to your competitors. Statistics # Offices # Full Time Agents # New Listings per month (avg.) Avg. Sale Price of Sold Listings Avg. List-to-Sale Ratio (% of list price to $ obtained by seller) Avg. Time on Market Your Company Competitor Competitor Competitor Area or MLS Average STEP 3B: MARKETING CHECKLIST Action Plan: Research and compile a list of marketing services your company offers to sellers, and then compare your services to those of your competitors. Fill in the chart below indicating Yes (Y) or No (N) for each marketing service offered. MARKETING SERVICES 1. Y YOU COMPETITOR COMPETITOR COMPETITOR COMPETITOR 2. Y 3. Y 4. Y 5. Y 6. Y 7. Y 8. Y 9. Y 10. Y 7

8 STEP 4: PRO-ACTIVE TIME MANAGEMENT Action Plan: Maintain each of the following pro-active time management methods: STEP 5: DEVELOPING REFERRAL RELATIONSHIPS Action Plan: Contact and add people to your referral/relationship list daily

9 STEP 6: DAILY PROSPECT GENERATION Action Plan: On a daily basis, fill out Phone-In Inquiry form, Pg. 19, for each contact generated. 1. a) b) c) d) e) f) 9

10 STEP 6: DAILY PROSPECT GENERATION (cont.) Action Plan: On a daily basis, fill out Phone-In Inquiry form, Pg. 19, for each contact generated. 2. a) b) c) d) e) f) 10

11 STEP 6: DAILY PROSPECT GENERATION (cont.) Action Plan: On a daily basis, fill out Phone-In Inquiry form, Pg. 19, for each contact generated STEP 7: THE SIX Ps OF AN EFFECTIVE MARKETING PRESENTATION

12 STEP 8: TRACK PRODUCTIVITY AND RESULTS Action Plan: Record your daily/weekly activity and results. Summarize for your weekly coaching meeting STEP 9: LISTERS TOOLBOX Action Plan: Become familiar with the purpose and use of the following tools:

13 STEP 10: BUYER/LISTER SKILLS

14 LEADER S SUCCESS TO-DO LIST Action Plan: Reproduce and post this checklist in a prominent place. Check if on track Date Completed

15 PLEDGE OF PARTICIPATION I hereby commit to follow the work plan as outlined in Mark Leader s RED-HOT ROOKIE New Real Estate Sales Professional Training Program for the next 12 weeks, and through to completion. I understand this includes commitment to the following: 1. To work at least 5 full days per week. 2. To plan the week s activities in advance, according to the Weekly Activity Assignments & Objectives. 3. To keep accurate and complete records of all my activities and results. 4. Meet weekly with my Manager/Coach or Accountability Partner for a conference meeting. 5. Estimated completion date: Agent Manager/Coach Date Date 15

16 MLC CERTIFICATE OF COMPLETION I,, confirm that the agent named below has successfully completed The Red-Hot Rookie New Real Estate Sales Professional Training Program and is entitled to a Certificate of Completion. Manager/Coach Signature Agent Name Company Address City State/Prov ZIP/Postal Code Send to: Mark Leader Courses 8 Whispering Pine Place Barrie, ON L4N 9R9 Fax to: Web Page 16

17 INSTRUCTIONS FOR THE RED-HOT ROOKIE SUCCESS PLAN (All forms are on the website at: Samples are in this workbook. DAILY: 1.) Fill out your THINGS-TO-DO LIST, FORM D, in order of priority and based on the WEEKLY ACTIVITY ASSIGNMENTS & OBJECTIVES, Form B. 2.) Start with your top-priority activity, and focus on it until completed. 3.) Check off each item on your list that you accomplished. 4.) Record your activity and production in the boxes at the bottom of the THINGS-TO-DO LIST, FORM D. 5.) Reschedule incomplete tasks for the following day. 6.) Stay on track by referring to the LEADER S SUCCESS TO-DO LIST, PG. 14. WEEKLY: 1.) Schedule your weekly activities according to the instructions on the GUIDELINES FOR ENSURING GREATNESS, PG. 18. You choose which days of the week you ll work. 2.) Set goals for the week, and record them in the goals column, of the WEEKLY SUCCESS CHART, FORM A. 3.) Record actual results on the WEEKLY SUCCESS CHART, before your weekly conference meeting. 4.) Maintain FORM E, TRACKING YOUR LISTING APPOINTMENTS, PG. 20, and record results before your weekly coaching session. 5.) Reschedule incomplete assignments for the following week. 17

18 GUIDELINES FOR ENSURING GREATNESS STEP 1: Pro-Active Time Management Pre-Schedule Activities: Office sales meetings New listing tour/caravan Coaching conference Company training Open houses Closings (if attendance is required) Personal appointments STEP 2: Schedule family/personal day off weekly STEP 3: Schedule/follow through with prospecting time the same way you would with an appointment STEP 4: Recite one of Mark s Red-Hot Rules daily STEP 5 Follow your pre-scheduled week. It s the key to achieving a six-figure income! 18

19 PHONE-IN INQUIRY QUESTIONAIRE Agent s Name: Date: Thank the caller, and inquire where they saw the ad or heard about the company, depending upon the reason for their call. If company policy, ask if they are already working with someone else in the company and if they want to be connected to that individual. Once you know what ad(s) they are calling about, ask them to hold while you access the data. Hold no more than 30 seconds! Provide the data. Your goal is to see if the home is or is not right for them. If not right, find ones that may be. Your goal is to set a face-to-face appointment at the office. Remember: 90% of the time people call on an ad, the home they call on is not going to fit their needs. Before you give out the address, try to see if the amenities of the home even fit their needs. When setting the appointment, get the following information: Prospects Name(s): Address: Phone (cell): Home: Own or Rent: If own, ask: Will you be needing the proceeds from the sale of your present home in order to close on your next purchase? What are your critical needs in a home? Have you been pre-approved for a mortgage? How much will you be investing in your next home? What is making you think of moving at this time? Please share with me what s most important to you in the purchase of your home: Appointment date and time: Comments: Follow up date and time: 19

20 FORM E TRACKING YOUR LISTING APPOINTMENTS 1 Name Address Date Buyer st or Seller Follow up 2 nd Follow up 3rd Follow up Results

21 SEPARATING LOOKERS FROM BUYERS The key to separating activity from real productivity is determining quickly whom to work with and whom to put into your contact management system for possible purchase in the future. Rate each potential purchaser for urgency, motivation and ability to purchase as follows: Y N 1. Buyer is ready to purchase within the next 90 days. 2. Buyer has been pre-approved for a loan or will meet with a loan officer. 3. Buyer is willing to sign an exclusive right to represent agreement. 4. Buyer is open and communicative, sharing needs and wants. 5. Buyer is willing to meet with you at your office. 6. All parties involved in the decision process are available for searching. 7. If buyer needs proceeds from sale of present home, are they willing to immediately put present home on the market at a realistic price? 8. Buyer is not contractually obligated to another agent. 9. Buyer is willing to devote ample time to finding a home. 10. Buyer is receptive to listening to facts about the present market conditions in order to negotiate realistically and in good faith. 21

22 GUIDELINES FOR THE WEEKLY CONFERENCE MEETING (With Manager/Coach/Accountability Partner) PREPARATION: 1) Total the activity and results charts from your THINGS-TO-DO LISTS, FORM D, and enter the totals on FORM A, WEEKLY SUCCESS CHART. 2) Update FORM E, TRACKING YOUR LISTING APPOINTMENTS. 3) Review FORM B, WEEKLY ACTIVITY ASSIGNMENTS & OBJECTIVES for the week, and be sure each was completed. 4) Review the LEADER S SUCCESS TO-DO LIST, PG. 14. CONFERENCE INSTRUCTIONS: 5) Review and analyze your activities and results for the week using the RESULTS SUMMARY (bottom of the Things-To-Do List, Form D). 6) Reschedule incomplete assignments. 7) Schedule activities for the upcoming week and complete your THINGS-TO-DO LIST, FORM D. 8) Go to GREATNESS STARTS BY LEARNING SOMETHING NEW, PG. 24, and enter your key-learning points from the previous week. 22

23 INSTRUCTIONS FOR THE MANAGER/COACH/ ACCOUNTABILTIY PARTNER 1.) WEEKLY: Assist the agent with completing their activity schedule for the coming week, according to the WEEKLY ACTIVITY ASSIGNMENTS & OBJECTIVES, FORM B. Please follow the instructions on pg. 18, GUIDELINES FOR ENSURING GREATNESS. 2.) Ensure that the weekly conference meeting is scheduled in advance. 3.) With your guidance, the agent chooses the days of the week to work. Please ensure that there is sufficient time scheduled to complete each assignment. 4.) During the weekly coaching conference, FORM A, WEEKLY SUCCESS CHART, as your guide. Compare goals against results achieved. A) By comparing activity to actual results, you learn what the protégé is focusing on and can adjust accordingly if necessary. B) By comparing production goals with production results, you discover their strengths and weaknesses. C) By tracking weekly assignments complete/incomplete, you determine where coaching direction or supervision is needed. Also, you determine which incomplete assignments will need to be rescheduled to the next week. 23

24 GREATNESS STARTS BY LEARNING SOMETHING NEW Make a list of this week s key-learning points:

25 Commitment Coupled With Follow Through Removes The Chance For Failure. 25

26 Success Comes Not Necessarily From Doing More Than You Said You Would Do, But From Never Doing Less. 26

27 It s What You Do When You Don t Have To That Will Determine What You re Going To Be When You Can No Longer Help It. 27

28 There s Nothing Special About Special People. It s What They Do, Not Who They Are, That Makes Them Special! 28

29 I will always be guided to do and say the things that contribute to my success. From this moment forward anything that happens, happens in my best interest. 29

30 People Don t Care What You Know Until They Know That You Care. Caring About What Others Care About Is What Caring Is All About. 30

31 You Get By Giving. 31

32 Take everything one step at a time, and always stay on track. If you re always moving forward, it doesn t matter if the steps are large or small. 32

33 Education Without Application is Worse Than Worthless. 33

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35 WEEKLY SUCCESS CHART FORM A # Listing Contacts Made # Listing Prospects Generated # Listing Appointments Attended # Listing Obtained # Names Added Referral/ Relationship list Weekly Assignments Completed: Yes or No Prospects Follow Up WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 Goal Actual Goal Actual Goal Actual Goal Actual Goal Actual Goal Actual 35

36 WEEKLY ACTIVITY ASSIGNMENTS & OBJECTIVES PREPARATION: 1. Make a list of who s who in your company (areas of responsibility, reporting, etc.). 2. Learn what s where in your company (resources, tools, systems, etc.). 3. Schedule all required organization events. 4. Fill in the GOAL columns on FORM A, WEEKLY SUCCESS CHART, at the beginning of each week. 5. Schedule your weekly activities in advance. 6. Listen to an educational CD, and/or watch a training video. PROSPECTING: 1. Organize your leads-management system by creating an inventory of prospect-profile data sheets, and setting up either a monthly file or your contact-management software. 2. Organize your relationship list for follow up by using contactmanagement software or a 3-ring binder. Use the client-information forms. 3. Your goal is to add 3 names per day to your relationship list. 4. Practice the dialogue for contacting the relationship list. PRICING: 1. Inspect or preview 2 listed houses per day, or a total of 10 per week. PERSUASION: 1. Research and compile area market data. 2. Compile a list of your company s marketing services. FORM B PROGRESS: 1. Fill in the ACTUAL columns on form A, WEEKLY SUCCESS CHART, at the end of each week. Take it with you to your weekly conference. 2. Schedule and attend your weekly conference with your broker, manager, coach or accountability partner. 3. Maintain FORM C, Tracking Your Listing Appointments. 36

37 SCHEDULE THE WEEK AHEAD WEEK Mark s Red-Hot Rule INSTRUCTION FOR SCHEDULING THE WEEK AHEAD FORM C Step 1: Write down all pre-scheduled activities Step 2: Choose your day off & write it on your weekly schedule Step 3: Schedule your prospecting time Step 4: Write out the weekly Mark s Red-Hot Rule Step 5: Adhere to this schedule MON. TUES. WED. THURS. FRI. SAT. SUN. Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Date: 9 AM 10 AM 11 AM NOON 1 PM 2 PM 3 PM 4 PM 5 PM 6 PM 7 PM 8 PM 9 PM 37

38 THINGS-TO-DO LIST WEEK FORM D Day: Date: 1. Add 3 names to relationship/referral list DONE 2. Book and go on 3 buyer or seller listing appointments this week. 3. Schedule a day off Results # Listing # Listing # Listing # Listings # Names Added to Relationship/ Referral List Total Names on Relationship/ Referral List # of Assignments Completed Incomplete Assignments Rescheduled Y/N 38

39 FORM E TRACKING YOUR LISTING APPOINTMENTS 1 Name Address Date Buyer st or Seller Follow up 2 nd Follow up 3rd Follow up Results

40 STEP 8: TRACK PRODUCTIVITY AND RESULTS Action Plan: Record your daily/weekly activity and results. Summarize for your weekly coaching meeting STEP 9: LISTERS TOOLBOX Action Plan: Become familiar with the purpose and use of the following tools:

41 LEADER S SUCCESS TO-DO LIST Action Plan: Reproduce and post this checklist in a prominent place. Check if on track Date Completed

42 GUIDELINES FOR ENSURING GREATNESS STEP 1: Pro-Active Time Management Pre-Schedule Activities: Office sales meetings New listing tour/caravan Coaching conference Company training Open houses Closings (if attendance is required) Personal appointments STEP 2: Schedule family/personal day off weekly STEP 3: Schedule/follow through with prospecting time the same way you would with an appointment STEP 4: Recite one of Mark s Red-Hot Rules daily STEP 5 Follow your pre-scheduled week. It s the key to achieving a six-figure income! 18

43 PHONE-IN INQUIRY QUESTIONAIRE Agent s Name: Date: Thank the caller, and inquire where they saw the ad or heard about the company, depending upon the reason for their call. If company policy, ask if they are already working with someone else in the company and if they want to be connected to that individual. Once you know what ad(s) they are calling about, ask them to hold while you access the data. Hold no more than 30 seconds! Provide the data. Your goal is to see if the home is or is not right for them. If not right, find ones that may be. Your goal is to set a face-to-face appointment at the office. Remember: 90% of the time people call on an ad, the home they call on is not going to fit their needs. Before you give out the address, try to see if the amenities of the home even fit their needs. When setting the appointment, get the following information: Prospects Name(s): Address: Phone (cell): Home: Own or Rent: If own, ask: Will you be needing the proceeds from the sale of your present home in order to close on your next purchase? What are your critical needs in a home? Have you been pre-approved for a mortgage? How much will you be investing in your next home? What is making you think of moving at this time? Please share with me what s most important to you in the purchase of your home: Appointment date and time: Comments: Follow up date and time: 19

44 SEPARATING LOOKERS FROM BUYERS The key to separating activity from real productivity is determining quickly whom to work with and whom to put into your contact management system for possible purchase in the future. Rate each potential purchaser for urgency, motivation and ability to purchase as follows: Y N 1. Buyer is ready to purchase within the next 90 days. 2. Buyer has been pre-approved for a loan or will meet with a loan officer. 3. Buyer is willing to sign an exclusive right to represent agreement. 4. Buyer is open and communicative, sharing needs and wants. 5. Buyer is willing to meet with you at your office. 6. All parties involved in the decision process are available for searching. 7. If buyer needs proceeds from sale of present home, are they willing to immediately put present home on the market at a realistic price? 8. Buyer is not contractually obligated to another agent. 9. Buyer is willing to devote ample time to finding a home. 10. Buyer is receptive to listening to facts about the present market conditions in order to negotiate realistically and in good faith. 21

45 GUIDELINES FOR THE WEEKLY CONFERENCE MEETING (with Manager/Coach/Accountability Partner) PREPARATION: 1) Total the activity and results charts from your THINGS-TO-DO LISTS, FORM D, and enter the totals on FORM A, WEEKLY SUCCESS CHART. 2) Update FORM E, TRACKING YOUR LISTING APPOINTMENTS. 3) Review FORM B, WEEKLY ACTIVITY ASSIGNMENTS & OBJECTIVES for the week, and be sure each was completed. 4) Review the LEADER S SUCCESS TO-DO LIST, PG. 14. CONFERENCE INSTRUCTIONS: 5) Review and analyze your activities and results for the week using the RESULTS SUMMARY (bottom of the Things-To-Do List, Form D). 6) Reschedule incomplete assignments. 7) Schedule activities for the upcoming week and complete your THINGS-TO-DO LIST, FORM D. 8) Go to GREATNESS STARTS BY LEARNING SOMETHING NEW, PG. 24, and enter your key-learning points from the previous week. 22

46 INSTRUCTIONS FOR THE MANAGER/COACH/ ACCOUNTABILTIY PARTNER 1.) WEEKLY: Assist the agent with completing their activity schedule for the coming week, according to the WEEKLY ACTIVITY ASSIGNMENTS & OBJECTIVES, FORM B. Please follow the instructions on pg. 18, GUIDELINES FOR ENSURING GREATNESS. 2.) Ensure that the weekly conference meeting is scheduled in advance. 3.) With your guidance, the agent chooses the days of the week to work. Please ensure that there is sufficient time scheduled to complete each assignment. 4.) During the weekly coaching conference, FORM A, WEEKLY SUCCESS CHART, as your guide. Compare goals against results achieved. A) By comparing activity to actual results, you learn what the protégé is focusing on and can adjust accordingly if necessary. B) By comparing production goals with production results, you discover their strengths and weaknesses. C) By tracking weekly assignments complete/incomplete, you determine where coaching direction or supervision is needed. Also, you determine which incomplete assignments will need to be rescheduled to the next week. 23

47 GREATNESS STARTS BY LEARNING SOMETHING NEW Make a list of this week s key-learning points:

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49 RED-HOT ROOKIE STUDENT EVALUATION FORM Dear Rookie: So glad that you made a commitment to enhancing your career. Please complete this form, and preferably hand it in at the end of class, or FAX it to Leader s Choice (705) Best Wishes, Mark Leader PROGRAM PRODUCTION Agent s Name: Company: Address: Cell Phone Number: Your Trainer s Name: What was the most helpful part of the program for you? In what areas did you improve the most? Why would you recommend this program to other agents in your company/office? What could we add to make it even more effective? Thanks for participating!!! 49

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