Details

Success as a Real Estate Agent For Dummies


Success as a Real Estate Agent For Dummies


3. Aufl.

von: Dirk Zeller

19,99 €

Verlag: Wiley
Format: PDF
Veröffentl.: 14.03.2017
ISBN/EAN: 9781119371885
Sprache: englisch
Anzahl Seiten: 416

DRM-geschütztes eBook, Sie benötigen z.B. Adobe Digital Editions und eine Adobe ID zum Lesen.

Beschreibungen

<b>Make your fortune in the real estate business</b> <p>With home prices jumping nationwide, the real estate market is clearly starting to show stabilization. In the latest edition of <i>Success as a Real Estate Agent For Dummies</i>, expert author Dirk Zeller shows you how to become a top-performing agent. Whether it's lead generation via blogging or social media channels, you'll discover key ways to communicate and prospect in a new online world. <p>Inside, you'll find the latest coverage on being successful selling high-value homes, how to sell short sales to buyers without scaring them off, dealing with residential and commercial real estate, how to use third parties to drive leads and create exposure like Trulia, Realtor.com, and Zillow, and much more. <ul> <li>Features tips and tricks for working with buyers</li> <li>Includes must-haves for successful real estate agents</li> <li>Offers tried-and-true tactics and fresh ideas for finding more projects</li> <li>Gives you the skills to close more deals</li> </ul> <p>Whether you're looking to rev up your real estate business, deciding whether to specialize in commercial or residential real estate, or just interested in fine-tuning your skills, <i>Success as a Real Estate Agent For Dummies</i> has you covered.
<p>Introduction 1</p> <p>About This Book 2</p> <p>Foolish Assumptions 3</p> <p>Icons Used in This Book 3</p> <p>Beyond the Book 4</p> <p>Where to Go from Here 4</p> <p><b>Part 1: Showing Up for Your Own Success Story 5</b></p> <p><b>Chapter 1: Skills and Strategies of a Successful Agent 7</b></p> <p>Having Goal Objectives and Sales and Income Targets 9</p> <p>Acting Like a Top Producer from Day One 10</p> <p>Serving your professional representation 10</p> <p>Making the right financial decisions 12</p> <p>Avoiding the role of Designated Door Opener 12</p> <p>Securing Customers and Clients 14</p> <p>Rule #1: It’s about lead generation 14</p> <p>Developing sales ability to win customers 15</p> <p>A real estate market won’t dictate your success 17</p> <p>The Reasoning and Rationale for Being a Strong Listing Agent 18</p> <p>Choosing Your Avenue to Success 19</p> <p><b>Chapter 2: Selecting the Right Company 21</b></p> <p>Real Estate Office of the Future 22</p> <p>Weighing All Your Options 23</p> <p>Choosing residential or commercial 23</p> <p>What makes a great office? 24</p> <p>Bending or breaking the rules 27</p> <p>What really matters? Looking at size, online presence, training, and market share 30</p> <p>Prioritizing your needs and expectations in a company 31</p> <p>Creating Your Agency Short List 32</p> <p>Completing your homework 32</p> <p>Ask 12 key questions 35</p> <p>Left-side/right-side your research 38</p> <p>And the winner is? 38</p> <p>Getting Off to a Fast Start 39</p> <p>Building a relationship with your manager 39</p> <p>Forming partnerships inside your company 41</p> <p><b>Chapter 3: Mastering Any Marketplace 45</b></p> <p>A Seller’s Marketplace Seems Easy 46</p> <p>The coming soon listing strategy 47</p> <p>The attraction of new competition 48</p> <p>Sellers don’t think they need you 48</p> <p>Demonstrating your value to sellers 48</p> <p>Reducing the effect of discount brokers 50</p> <p>Buyer’s Market? No Problem 50</p> <p>Do you even want sellers? 53</p> <p>Where to find leads when they’re scarce 53</p> <p>Convincing sellers — why sell now? 54</p> <p>Building urgency in buyers to act 54</p> <p>Shift Happens 55</p> <p>Recognizing early stages of a market shift 55</p> <p>Shift recognized — now what? 56</p> <p>Focus on motivation 58</p> <p><b>Part 2: Creating Leads in Our Online World 59</b></p> <p><b>Chapter 4: Facebook: An Online Lead Juggernaut 61</b></p> <p>Personal or Business? Using Facebook Effectively 62</p> <p>Using your personal page to create business 63</p> <p>Getting people to share your posts, business or personal 65</p> <p>Creating your business page 66</p> <p>Using Facebook Marketing Strategies 68</p> <p>Targeting sellers 68</p> <p>Targeting buyers 70</p> <p>Using the secret weapon of Facebook Lists 72</p> <p><b>Chapter 5: Creating Leads with Online Search 75</b></p> <p>The ABCs of Online Leads 76</p> <p>Distinguishing two types of leads 76</p> <p>Dealing with the prospect brush-off 77</p> <p>Converting the forced-registration lead 79</p> <p>Converting the direct-inquiry lead 79</p> <p>DIY Mentality and Misconceptions 80</p> <p>Selling your value to the online shopper 81</p> <p>There Is No Substitute for Speed to Lead 83</p> <p>Designing your lead follow-up strategy 83</p> <p>Are phone calls still effective? 83</p> <p>Using text to connect with a prospect 84</p> <p>Video email: The secret sauce 84</p> <p>Persistence pays off 85</p> <p>Knowing the Psychology of an IDX Lead 86</p> <p>Be first in line 86</p> <p>Don’t set it and forget it 87</p> <p>Show and tell 88</p> <p>Ask them to engage 88</p> <p>Making the Most of Your IDX System 89</p> <p>Combining your property search system with other strategies 90</p> <p><b>Chapter 6: Creating a Larger Online Presence 93</b></p> <p>Building a Quality Website for Long-Term Success 94</p> <p>Knowing your website’s purpose 94</p> <p>Creating leads through your site 95</p> <p>Delivering value online 95</p> <p>Understanding Real Estate Blogging 96</p> <p>Creating the look and feel of a professional blog 97</p> <p>Setting up your writing and posting schedule 97</p> <p>Positioning yourself as the marketplace expert 98</p> <p>Integrating a Customer Relationship Management (CRM) Solution 99</p> <p>Using a CRM as your electronic brain 100</p> <p>Property search system + CRM = money 101</p> <p><b>Chapter 7: Creating Leads with Third-Party Websites 103</b></p> <p>The Elephant in the Room: Third-Party Real Estate Sites 104</p> <p>The love-hate relationship with Zillow, Trulia, and Realtorcom 104</p> <p>Results can vary by marketplace 105</p> <p>Zillow, the White Whale of Real Estate 106</p> <p>Pay to play as a featured agent on listings 106</p> <p>Using premier agent status even when a new agent 108</p> <p>It’s about the reviews 109</p> <p>Check your production 110</p> <p>Realtorcom: It’s Not Ours Anymore 111</p> <p>Lead-generation options with Realtorcom 111</p> <p>Avoiding some of the pitfalls 113</p> <p>Trulia: The Third Spoke in the Wheel 113</p> <p><b>Part 3: Creating Leads Through Timeless Channels 115</b></p> <p><b>Chapter 8: Sales Prospecting to Generate Listings and Sales 117</b></p> <p>Knowing Why Prospecting Still Works 118</p> <p>Video email 120</p> <p>Handwritten notes 120</p> <p>Phone and face-to-face communication 122</p> <p>Prospecting for seller leads 123</p> <p>Prospecting for buyer leads 124</p> <p>Understanding the Four Pillars of Prospecting 125</p> <p>1 Set a daily time and place for prospecting 125</p> <p>2 Fight off distractions 126</p> <p>3 Follow the plan 126</p> <p>4 Be faithful to yourself and finish what you start 127</p> <p>Building Momentum in Your Prospecting 128</p> <p>Targeting the right prospects 128</p> <p>Setting and achieving prospecting goals 129</p> <p>Using technology to your advantage 133</p> <p>Shattering the myths 134</p> <p>Knowing the Numbers and Ratios 136</p> <p>The law of accumulation 136</p> <p>The power of consistency 137</p> <p>The never-ending prospecting cycle 137</p> <p>The importance of tracking results 138</p> <p>The challenge of managing contacts 139</p> <p>Staying in Touch 140</p> <p><b>Chapter 9: Generating Referrals, Recommendations, and Introductions 141</b></p> <p>Knowing the Referral Truths and Consequences 142</p> <p>Building Your Referral Base 142</p> <p>Defining referrals 143</p> <p>Finding sources of referrals 143</p> <p>Constructing a referral database 149</p> <p>Following the three golden rules 149</p> <p>What’s Up? Referral Strategy 154</p> <p>Defining the type of referrals you seek 155</p> <p>Setting and achieving your referral goals 156</p> <p>Approaching your referral sources without begging 156</p> <p>Asking the right questions at the right time 159</p> <p>Honoring the referrals you receive 160</p> <p>Developing and Expanding Referral Relationships 161</p> <p>Making first-time contact 161</p> <p>Converting referrals into clients and referral sources 162</p> <p><b>Chapter 10: Expired and FSBO Success in Any Marketplace 165</b></p> <p>Three Reasons to Work Expired and FSBO Listings 166</p> <p>The ABCs of Expired Listings 167</p> <p>Expireds are high-probability prospects 168</p> <p>Engaging conversations 168</p> <p>Qualifying expired listings 170</p> <p>Calling the seller: What to say 172</p> <p>Using technology to leverage your expired efforts 176</p> <p>For-Sale-by-Owners Think Selling Is Easy 176</p> <p>Understanding why to pursue FSBO listings 177</p> <p>Using technology to find FSBO listings and opportunities 178</p> <p>Zillow’s “Make Me Move” sellers 179</p> <p>Converting FSBO opportunities to listings 179</p> <p>Mastering the game of lead follow-up 183</p> <p>Using stats to make the case 186</p> <p><b>Chapter 11: Open Houses: New Agents’ Bread and Butter 187</b></p> <p>Online Buyers Have Helped Open Houses 188</p> <p>A chance to meet potential clients face to face 189</p> <p>A means of catering to the do-it-yourselfer’s home-buying needs 189</p> <p>A high-touch opportunity in a high-tech world 190</p> <p>Setting Your Prospecting Objectives 191</p> <p>Planning Your Open Houses to Gain Maximum Exposure for You 192</p> <p>Featuring a high-demand home 192</p> <p>Looking good: Leveraging the power of curb appeal 193</p> <p>Marketing to the neighbors 194</p> <p>Guiding prospects to the open house 194</p> <p>The New Strategy of Mega Open Houses 195</p> <p>Creating a neighborhood event 195</p> <p>Facebook-targeted marketing 195</p> <p>Three signs and a cloud of dust 196</p> <p>Banners and flags and blowups, oh my! 198</p> <p>Being the Host with the Most: Effectively Managing the Open House 198</p> <p>Setting up for success before prospects arrive 199</p> <p>Wallflower or social butterfly: Meeting and greeting during the open house 201</p> <p>Winning follow-up systems and strategies 203</p> <p><b>Part 4: Winning the Business and Getting Paid 205</b></p> <p><b>Chapter 12: Making Your Listing Presentation a Masterpiece 207</b></p> <p>Qualifying Your Listing Prospects 208</p> <p>Using questions effectively before your listing presentation 208</p> <p>Knowing why and how to question listing prospects 209</p> <p>Deciding on a one-step or two-step listing presentation 211</p> <p>Checking your prospect’s “DNA” 214</p> <p>Presenting to Qualified Prospects 216</p> <p>Knowing the purpose of your presentation 216</p> <p>Delivering a compelling presentation 218</p> <p>Making your presentation useful, interesting, and engaging 224</p> <p>Keeping your presentation focused and targeted 225</p> <p>The four components of a great presentation 227</p> <p>Staying in control 229</p> <p>Dealing with Sales Objections 231</p> <p>Delaying or deferring objections 231</p> <p>Handling objections in four easy steps 232</p> <p>Asking for the Business 233</p> <p>Bringing the Presentation to a Natural Conclusion 234</p> <p><b>Chapter 13: Getting the House Ready for Showing 235</b></p> <p>Getting the Home Ready for Pictures and Virtual Tours First 235</p> <p>The essential image online 236</p> <p>Unlocking secrets to perfect property pics 236</p> <p>Counseling Clients on Home Improvements 238</p> <p>Improvements that contribute to the sale price 238</p> <p>Improvements to skip 241</p> <p>Passing the Curb Appeal Test 242</p> <p>Curb appeal is more important than ever 242</p> <p>Landscaping your way to success 242</p> <p>Exterior paint condition and color 243</p> <p>Prepping the Interior of the Home 244</p> <p>Staging a home 245</p> <p>Making a clean-up checklist 248</p> <p>Making a Great First Impression: Final Ways 250</p> <p>Enhancing the first glance 251</p> <p>Helping the buyer “move in” 251</p> <p><b>Chapter 14: Marketing Yourself and Your Properties 253</b></p> <p>Shifting from Print to Online 254</p> <p>Setting up a monitoring system 254</p> <p>Focusing your marketing dollars online 255</p> <p>The Importance of Photographic Images 256</p> <p>Putting pictures to work for your listing 257</p> <p>Choosing your camera 257</p> <p>Taking digital photos 258</p> <p>Choosing Internet Strategies That Work 259</p> <p>Company websites 259</p> <p>Property information websites 260</p> <p>Lead-generation websites 260</p> <p>The Art of Persuasion: Getting Prospects to Buy into You 262</p> <p>Get the customer to interact 262</p> <p>Expand your reach in cyberspace 263</p> <p>Using Technology to Market Yourself and Your Properties 264</p> <p>Call capture still effective 265</p> <p>Text-back strategies 266</p> <p>Targeting Your Marketing Message 267</p> <p>Defining your target audience 268</p> <p>Positioning your offering 269</p> <p>Creating and Placing High-Impact Ads 272</p> <p>Emphasizing benefits versus features 273</p> <p>Staying legal 273</p> <p>Choosing the right media outlets 274</p> <p>Converting ad interest to action 275</p> <p>Enhancing Exposure via Virtual Tours 275</p> <p>Producing a virtual tour 276</p> <p>Leading prospects to your virtual tour 278</p> <p><b>Chapter 15: Negotiating the Contract and Closing the Deal 279</b></p> <p>Preparing for the Task Ahead 280</p> <p>The right tone 281</p> <p>Keys to representing a seller 282</p> <p>Keys to representing a buyer 284</p> <p>Advice for partnering with the other agent 286</p> <p>Advancing or Accepting an Offer 287</p> <p>Presenting a buyer’s low offer 288</p> <p>Receiving a buyer’s low offer 288</p> <p>Taking the insult out of an insulting offer 289</p> <p>Getting beyond emotion 290</p> <p>Turning concessions into victories 291</p> <p>Dealing with I win/you lose clients 292</p> <p>Closing the Deal 292</p> <p>Forming a closing team and working with the players 293</p> <p>Avoiding derailment 295</p> <p><b>Part 5: Creating Ongoing Success In Real Estate Sales 297</b></p> <p><b>Chapter 16: Keeping Clients for Life 299</b></p> <p>Achieving Relationship Excellence 300</p> <p>Defining your service standards 302</p> <p>Promising, then flawlessly delivering 303</p> <p>Viewing the closing as a starting point, not a finish line 304</p> <p>Creating After-the-Sale Service 306</p> <p>Laying the groundwork during the transaction period 306</p> <p>Setting a service agenda for the first 30 to 45 days after the sale 307</p> <p>Establishing an ongoing communication strategy 310</p> <p>Customizing your messages 316</p> <p>Establishing Awesome Service 319</p> <p>Developing a service plan 320</p> <p>Extending extra touches that create gold 321</p> <p><b>Chapter 17: Maximizing Your Time 325</b></p> <p>Spending Less Time to Accomplish More 325</p> <p>Applying Pareto’s Principle: The 80:20 Rule 327</p> <p>Making time for the things that impact your success 328</p> <p>Weighting your time to what matters 330</p> <p>Keeping PSA time in check 331</p> <p>Managing Your Day 332</p> <p>Knowing the power of the 11 am rule 333</p> <p>Tracking your time 333</p> <p>Dealing with time-consuming fires 334</p> <p>Time Blocking Your Way to Success 335</p> <p>Setting your schedule in time blocks 336</p> <p>Avoiding time-blocking mistakes 338</p> <p>Killing the Time Killer Called Procrastination 341</p> <p>Moving forward with a clear vision 341</p> <p>Knowing your objectives 342</p> <p>Setting your priorities 342</p> <p>Giving yourself deadlines and rewards 345</p> <p>Carpe Diem: Seizing Your Day 346</p> <p>Stop wasting time 346</p> <p>Stop letting others waste your time 346</p> <p>Manage interruptions 347</p> <p>Handle intrusive clients 347</p> <p>Keep phone calls short 348</p> <p>Use your car to gain efficiency and career advancement 349</p> <p><b>Part 6: The Part of Tens 351</b></p> <p><b>Chapter 18: Ten Must-Haves for a Successful Agent 353</b></p> <p>Good Contact Management System 353</p> <p>Online Lead-Generation Software 354</p> <p>Enhanced CMA Software 354</p> <p>BombBomb 355</p> <p>Tablet Computer 356</p> <p>DocuSign or Dotloop Software 356</p> <p>Facebook Business Page 356</p> <p>Personal Website 357</p> <p>A Phone Headset 358</p> <p>Sales Scripts 358</p> <p><b>Chapter 19: Ten Tips for Listing Presentations 359</b></p> <p>Winning the Seller with Preparation 359</p> <p>Knowing Your Competition 360</p> <p>Sticking with Your Strategy 360</p> <p>Forgetting about a “Be Back” Listing 361</p> <p>Using Technology to Impress a Prospect 361</p> <p>Conveying Your Benefits Clearly 361</p> <p>Inserting Trial Closes Strategically 362</p> <p>Talking about Value Rather than Price 362</p> <p>Being Willing to Walk Away 363</p> <p>Clarifying Service and Next Steps 364</p> <p><b>Chapter 20: Ten Advantages of Teams 365</b></p> <p>Increased Skill Improvement 365</p> <p>Lone Wolf Syndrome 366</p> <p>Lead Coverage 366</p> <p>Quality of Life 366</p> <p>Stability of Income 367</p> <p>Leverage 367</p> <p>Specialization 367</p> <p>Coaching and Training Others 368</p> <p>Increased Income and Increased Leads 368</p> <p>Saleable Business 368</p> <p><b>Chapter 21: Ten Tips for Agent Safety 369</b></p> <p>Trust Your Gut 369</p> <p>“Talk Time” Leads to Higher Security 370</p> <p>Create Your First Appointment Strategy 370</p> <p>When You Meet at a Home 371</p> <p>Trail Behind When Showing a Home 371</p> <p>Inform Others and Check In 371</p> <p>Distress Code for Safety 371</p> <p>Taking a Self-Defense Class 372</p> <p>Arrive Early and Plan for Your Exit 372</p> <p>Practice Your Excuse 372</p> <p>Index 373 </p>
<p><b>Dirk Zeller</b> is recognized as the premier coach for the real estate industry. He has developed a system that takes "regular" agents and "regular" managers and transforms them into Champion Agents and Managers.
<ul> <li>Achieve success in any real estate market</li> <li>Find, secure, and sell more listings</li> <li>Scripts and strategies to use for every listing</li> </ul> <p><b>Make your fortune in real estate</b> <p>In this latest edition, expert author Dirk Zeller shows you how to become a top-performing agent. Whether it's lead generation via blogging or social media channels, you will discover key ways to communicate and prospect in a new online world. Inside, you'll find tried-and-true tactics and fresh ideas for finding more clients — and closing more deals. Plus, you'll get clear guidance on driving leads and creating maximum exposure on third-party sites like Trulia, Zillow, and Realtor.com. <p><b>Inside …</b> <ul> <li>Essential sales skills</li> <li>Lead-generation tips</li> <li>The scoop on social media</li> <li>How and when to prospect</li> <li>The rules of referrals</li> <li>The perfect open house</li> <li>Virtual tours and photos</li> <li>Sought-after market listings</li> </ul>

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