Success in real estate relies on several things including tenacity, the ability to take hits and get up again but above all, if you can’t list you might not last.
Topic – Exist to list
Mentor – Aaron Shiner
- Break it down into 3 steps
- Lay the foundation
- Set an agenda
Marketing Monday – Don’t fear failure. That is not an excuse to accept failure but it is a matter of how you look at it. Peter Hutton explains it so well. We decided this is such a big topic that we have an extended interview with Peter here.
Kevin Turner: Good morning and welcome. Nice to be back with you again for another week. I’m Kevin Turner, and today’s show, produced in association with The Property Tree from Rockend, Printforce, locked on and view. Take us with you on your morning walk or listen to us on your way to work. You’ll find us at Facebook and Twitter as Real Estate Uncut. Property Tree, of course, is the secure, cloud-based property management software designed by Rockend, which will save you time and take the stress out of your working day.
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Kevin Turner: I was chatting to Peter Hutton, who is a successful agent in Brisbane, recently about failure. It was an interesting conversation and I wanted to capture some of it for Uncut, but it was clear to me and to Peter that it’s such a huge topic, we couldn’t cover it in minute or two. What I’m gonna give you now is about a minute and a half, two-minute version that’s taken out of the extended interview that I did with Peter that is available now as a free download. Just have a listen to what he says about failure, how to handle it and how important it is to the growth of the individual. This is just a portion of the interview. At the end of this portion, I’ll tell you how you can get to the full interview.
Peter Hutton: Look, let me just start by saying that I’m not suggesting to anybody “go out and choose failure”. That would be crazy, but what I am saying is that it’s an important part of who we are, as humans, to know that failure is actually a way in which we learn. We do it naturally as children, and as salespeople, the problem with failure for salespeople is it means a lot. It can mean it can affect our income, which will affect our home life, having money for our mortgages, whatever, all those things.
Failure is something we want to avoid, and the problem with that is when you avoid failure, you stop actually going for things.
Kevin Turner: Yeah well you see, that’s part of the avoidance behaviour, isn’t it. If you want to avoid something, you end up focusing on it so you’ll make sure it doesn’t happen, but in effect, when you focus on something, you actually make it more likely to happen.
Peter Hutton: Absolutely. There’s an old saying “what you resist, persists”, and it’s exactly what you said, Kevin. When you avoid failure, you are resisting failure and guess what. That’s where your primary focus is, it’s failure, and that’s what you’ll experience.
Kevin Turner: And from there, Peter and I go on to talk about what people who are successful do. How do they block that out? This is a ten-minute conversation with Peter that you’re gonna find available now, the full version of it as a free download and I think we’ve provided a link for you on today’s show so you can go straight to it, so if you wanna hear more from Peter on this topic, just go to that. It’s a free download and available for you right now.
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Speaker 6: More thoughts now from this week’s mentor.
Kevin Turner: Well one of the mentors inside real estate express results is what we’re commonly calling it now Rexa, is Aaron Shiner and there’s a lot of content in there, both in audio and video that you can plug into any time and have a look at, but he is gonna join me this week as our special mentor on RE Uncut and we’re gonna talk about listing. That’s really what the industry is all about.
G’day, Aaron. How’re ya doing?
Aaron Shiner: I’m doing really well, Kevin. How are you?
Kevin Turner: Good, mate. What’s the saying? “List and last”? If you can list in this business, you’re gonna last.
Aaron Shiner: Yeah. “List and last”, “Listing is king” and my favourite one is probably “exist to list”, so they’re the three that I got told repeatedly when I first started in real estate.
Kevin Turner: Yeah, well one of the things we’re gonna do is unpack a lot of the listing discipline that’s required. We’ll be looking at objection later in the week, whether or not to give prices, what you should be watching out for in the presentation, but today I just wanna talk about the rules for effective presentation. What have you found over the years, Aaron? Do you look at each one differently?
Aaron Shiner: Yeah, I do, and I think when you talk about rules for effective presentation, I think the very first rule is preparation, and I think also breaking down the presentation into three steps. Step 1: The pre-appraisal, obviously Step 2: The actual presentation itself, and then Step 3 is the follow-up and making sure that we have some really clear procedure between Step 1, Step 2 and Step 3. It’s not just enough to have the Step 2, the actual listing presentation, strong. You gotta have some really good follow-up after the presentation, and I think before, one of the things that I was always taught was the whole pre-listing component is really about pre-selling you before you get there, so the preparation is probably the most important part of the presentation.
Kevin Turner: So, tell me about the preparation. What do you do before you get there?
Aaron Shiner: Yeah, so there’s always three things from the consumer or the customer’s point of view. Always send an SMS confirming the appointment once it’s been made. Confirming the appointment time and the appointment date. Always include a link to my digital pre-listing kit so people can look at it and view it one their phone or check it out online. The whole mission there is to pre-sell me before I get there, so I think realistically that’s Step 1.
Step 2; Always wanna send an old-school confirmation letter, not e-mail, but physical letter. Drop by the close of business days. It used to be called the first sixty and the first sixty. SMS in the first sixty seconds and the letter within the first sixty minutes, but the reality is now, you gotta get it there when you’re on your way to an appointment, so I always like to get a confirmation letter there by the end of the day. The reality is, once they get it on and SMS or an e-mail, it’s gone once they’ve viewed it. At least with a letter, it sits on the kitchen bench, they’ve got my business card, they’ve got my letter handy, and that’s where the branding starts, and then confirmation call on the morning of the presentation.
So, they’re a few of the steps that I go in with before the presentation, but when you’re talking about effective presentation skills, and that was really the question, I think preparation is the big part, but then being able to get on the client’s level, being able to set and agenda, being authentic are probably the three most important things when you’re actually in a presentation. So much-
Kevin Turner: Nah, I was gonna say set and agenda. How detailed is that? Is it always the same things you’re gonna cover in that agenda?
Aaron Shiner: No, it’s not, and that’s what I was gonna say and it was a good segway to- I’ll talk to people- When I say a lot of people, a lot of Asians would just talk about the things that they think the vendor wants to know. They’ll say “Oh, they wanna know about marking” or “They wanna know about pricing” or “They wanna know about fees” and that’s the stuff we, by nature, talk about, but the reality is- Stop guessing what people actually- What you think they wanna cover and start asking, so have an agenda form, a hierarchy of most important to least important.
They’re really gonna give you the blueprint on how they wanna be presented to and what’s most important to them when selecting an agent, so instead of guessing- Realistically, they’re handing you the keys to say “This is how you’re gonna win my business”, so three steps is important, then obviously setting an agenda with a survey before the presentation is important, and then the last one is- I touched on the preparation, but then being authentic. So many people- ‘What I’m doing’ poaching, ‘what I’m doing’ one-on-one sessions or I’m doing in-house coaching sessions, you watch people be natural and authentic and when it comes time to listing presentation mode and they transform into this different version of themselves, and I look and think “what did you do with that other person? Bring them back!” That’s the person that people are gonna connect with, that authentic person. Then they put on their real estate mask, and let’s be real; most people don’t like real estate agents, so why try and act like one?
Kevin Turner: Great stuff. Tomorrow, I wanna talk to you a little bit about the things you should watch out for during the listing presentation. You’ve given us a great foundation there to prepare ourselves well and ask the right questions so that you’re actually covering off the right points, but I wanna know from you what you watch out for during the presentation and how often you have to change tacks, and so Aaron Shiner will be back again tomorrow morning. Thanks, mate. Talk to you then.
Aaron Shiner: Thank you, Kevin. Have a good day.
Jet Xavier: Eli Weesle said the good news is that the moment you decide that what you know is more important than what you have been taught to believe, that I’ve shifted gears in your quest for abundance. Success comes from within, not from without. Have a great day. I’m Jet Xavier.
Kevin Turner: Thanks, Jet. That’s it for today. Thanks for your company. I look forward to catching up again tomorrow morning.