The Power Of Real Estate

Carol Bass “the Practical Decorator,” a home stager in the Nashville area, returns to the studio to discuss her A.C.T.I.O.N. process to staging. Carol discusses 1) Appeal to the market; 2) Clean; 3) The space itself—defining the space; 4) Improved and updated; 5) Odor (pets, smoking, etc.); and 6) No clutter.

Michelle lays out the basics of a touch plan. She describes the value of sending personalized gifts to your raving fans, recognizing anniversaries, and reaching out. What it comes down to is “pick your hard.” Achieving success or failure is hard. You have to decide what “hard” you want.

You may come to a point in your career where you think you might be able to get more training, education, support, etc. if you change brokerages. Michelle suggests that you consider these things before you make your move: 1) have you accessed everything you can from your current broker?; 2) what do I need that my current broker can't offer?; and 3) what will I get at the new brokerage that makes me want to move?

Many people get into real estate because—from the outside looking in—it looks easy. Michelle focuses of specific reasons new real estate agents fail: 1) the lack of accountability; 2) lack of proper training; and 3) the fact that you are on your own. In each case, you have to take the initiative and take responsibility for your time management, your ongoing education, and seeking out mentors.

Amanda Baron, a specialist in helping physicians relocate, drops by to chat with Michelle about what she has learned about creating a niche expertise in real estate. Amanda stresses that when you develop a niche, it does help your business because you become the “top of mind” agent for that niche. Of course, this doesn't mean that you refuse other business. It is important not to be afraid to specialize in areas of real estate that evoke a passion.

Michelle is joined by Carol Bass “the Practical Decorator,” a home stager in the Nashville area. Carol begins by stating emphatically, “If you want to get the best price for your house, you have got to put its best foot forward!” Carol discusses 1) the “two-week” window for establishing your house's reputation; 2) the psychological side to selling your property; and 3) the importance of the home's smells.

Michelle stresses the importance of getting excited about what you are doing right now…not allowing yourself to focus on things that aren't happening. She urges the practice of sitting down and listing twenty things that are going RIGHT in your business currently. There is a value to seeing that you are doing many things well and allowing yourself to get excited about those successes. This excitement provides the confidence and energy that will propel you to more.

Robert Hatcher, Junk King, returns to chat with Michelle about situations that require the services Junk King can offer. Hatcher describes these scenarios: 1) if the house is empty but personal possessions remain; 2) a client who has already moved out of town and left items behind; and 3) downsizing clients.

“Marketing genius” Ron Hill (www.marketinggrip.com) returns to the podcast to discuss opt-in ideas that will help you expand your email list. First, offer a pdf guide or mini-book in your area of expertise. Second, do a video training or tutorial. Third, create a checklist. Fourth, create behind the scenes content. Fifth, access a private Facebook group.

Michelle describes how she was able to sell a listing for decidedly more than full price. The secret? Good marketing is essential (e.g., MLS photos, descriptions, video). And a willingness to negotiate with potential buyers, which involves asking the right questions at the right time (and then be prepared to listen).  

Robert Hatcher of Junk King visits Michelle in the studio where they discuss the three most common items that people hold on to but shouldn't. These things need to be removed before a house is listed: 1) old televisions/computer monitors; 2) mattresses/box springs; and 3) remodeling debris (wood/drywall/bricks).

“Marketing genius” Ron Hill (www.marketinggrip.com) joins Michelle to discuss ways realtors can drive traffic to their websites. First, join a Facebook group that will help you achieve your goal or start one of your own. Share expert tips in the group. Second, create a “freebee” or opt-in incentive. This will position you as an expert. Third, grow your email list and send regular emails to your subscribers.

Action. Michelle believes in leaving it all out on the field. It is better to give it all you have to give and fail than to make a half-hearted effort and live with regret. Bottom Line: Activity breeds activity. Just do the next right thing. By stringing these “next things” together, you will eventually turn around and realize that you are where you want to be.

No one ever says, “O look dear, here's a dumpy home. I've gotta go see it!” Statistics matter. 97% of homebuyers think that photos of a listing influence their initial opinion. 85% of homebuyers want to see listings with professional photos. 91% of homebuyers search the internet before going to visit a property. Seriously. With statistics like this, how can you doubt the important of great visuals for all of your listings?

Michelle wants to have a heart to heart with you about your marketing. She discusses four marketing trends you need to recognize and act on. First, video content get much greater visibility. Facebook Live. Facebook and Instagram stories. Use them. Second, interactive content is essential. Third, your audience wants access to you. Auto responder and chat bot apps and website plug-ins can help you respond to their questions and concerns. Fourth, authentic and personal branding help your audience feel connected to you personally.

Michelle, who herself has a business coach, discusses the value of coaching with her coaching client, Honora Bates. Both women agree that coaching helps with accountability, motivation, and the ability to process both success and failure. Coaching helps you analyze what works and what doesn't and allows you to strategize about each business move. It can help you keep costs down by identifying things you can do with little or no money as well as help you think tactically about how to re-invest in your business when you do get paid. Coaches are important sounding boards who can help you think through your problems and come to your own insightful conclusions.

Michelle loves to add value for her listeners. To that end, she discusses two helpful tools for real estate agents. First, Michelle describes the phone app, Door Knocker Pal which makes it easy to organize information about potential clients you and your team encounter when you are out knocking on doors. Second, she explains the value of ForeKast which gives you a daily/weekly/monthly overview of events that are hashtag trending so that as you plan your social media posts you can use hashtags more effectively.

If you are doing a broker luncheon or open house, you need to think of it as if it was a party. You need to promote it. Do an amazing invitation. It sets the stage. Do a reminder a week before. Do lots of special, memorable things at your events. Have great food. Presentation is crucial. Consider getting an industry-specific sponsor. Think outside the box.

A common error that salespeople often engage in is what Michelle calls “desperation talking.” This over-selling by excessive communication is caused because the salesperson feels uncomfortable in the silence that is a result of the other person thinking over what they have been told. Think of it this way, if you ask someone a question, you must allow them the space to respond. Bottom line: know when to stop talking and listen. Even if it feels awkward, ignore the awkwardness. Odds are, the silence isn't awkward to the other person.

Beginners bring questions…but also fresh eyes to old problems. “Rookie” real estate agent Honora Bates joins Michelle and discusses concerns we all share. First, Honora asks about how to build one's personal brand so as to achieve success. Second, she asks Michelle about the best approach to becoming a listing-focused agent. Third and finally, Honora asks about Michelle's favorite (non-sales) way to approach people.

Change is scary. It takes us out of our comfort zone. Still, there are times when we can clearly see that change is necessary. Michelle suggests that the root problem is our fear of failure, of looking like a fool, of being rejected. These are real emotions and feelings that must be met head on with logic. The bottom line is that when we are presented with useful ideas that will benefit us, we must act. We must change and implement them.

Like it or not, social media is here to stay. As real estate professionals, it's crucial to learn how use social media to enhance your business. Michelle outlines three ideas (one each for Facebook, Twitter and Instagram) that will make a difference. For Facebook, when hosting an open house, use Slide Share (slideshare.com) as a way to invite your followers to the event. For Twitter, try teaming up with a local business to offer some special deal or pricing. Then Tweet this out. This adds value for your followers, promotes local businesses, gets you involved with your local community, and helps you gain followers. For Instagram, create a visual treasure hunt that leads people to your next open house by highlighting the perks of the neighborhood.

Michelle shares five essential lessons she has learned over the course of her career in real estate. First, there is no magic bullet. You HAVE to do the work. Second, focus comes before success. Third, motion changes emotion. Fourth, the fortune is in the follow up. Fifth and finally, consistency is KEY.

Jimmy takes the reins (and the microphone) and offers three marketing suggestions based on his thirty years of experience in radio. First, commercials should have a threefold structure: 1) they grab the customer's attention; 2) they create a need for your product; and 3) present a call to action. Second, Jimmy reminds us that we are surrounded by marketing. Pay attention to what you see. What cuts through the clutter for you? Those marketing pieces can help shape how you present your message. Third, have fun and don't be afraid to be silly. People respond.

Many people don't like to do open houses. However, the bottom line is that they work! Michelle offers an extended series of suggestions to make yours more effective. Here are a few: 1) Do a Facebook story video about 26 hours in advance; 2) give value or a reason to get people to sign in; 3) when people arrive make sure you have a pretty spread with food and drinks; 4) provide informational packets on the home with full color pictures and descriptions; 5) promote the event in advance with signage and through the MLS; and 6) follow up with those who signed up.

Michelle outlines the steps she took to sell a property that had been previously listed for three months without results! First, she confirmed that the house was priced correctly. Second, she got the “right” repairs done. Third, she hired a stager. Fourth, she had professional photography and videography done for the home. Fifth, she hosted and promoted open houses. Sixth, she was able to negotiate well with the buyer.  

Many real estate agents make a point to track things like money made, number of closings and number of listings — but are these the right things to chart? Michelle Moore calls these things “lagging indicators” (after the event measurements) that should not be our focus. Rather, Michelle claims that we should chart “leading indicators” (things that look forward to future outcomes/events) such as calls made, meetings scheduled, follow-up cards sent, number of listing presentations and buyer presentations made. Set specific, measureable, achievable goals. Tracking helps you determine what is necessary the reach these goals.

Michelle Moore discusses the impact that simple acts such as sending out cards to mark important milestones, losses, accomplishments can have on your business. Michelle uses Send Out Cards (https://www.sendoutcards.com/) to sustain connections with past clients, business colleagues and other business-related contacts. Send Out Cards is an online card editor that allows you to create personalized cards using your own photos as well as hand-selected fonts and designs. Maintaining these relationships is an excellent way to generate future business, precisely by demonstrating your regard for your business contacts as people.

Lead generation is the lifeblood of any successful career in real estate. Using social media to cultivate leads just makes sense, whether you are doing a direct ask (“If you know anyone…send them my way.”) in a Facebook Live video or simply reminding your followers that you help people buy/sell real estate. In Fhonda's case, leads that led to closings came from her sharing how she became a real estate agent and how much she loves helping people. She explains to her followers that referrals are the best compliment they can pay her. Fhonda also stresses the importance of showing her followers her sitting at the closing table with clients, doing home inspections, and generally sharing the “journey” of being a real estate agent.

We all make choices, every day, all the time. If we don't get something done, it's because we chose not to do it. We chose something else instead. Time is limited so “time blocking” can be a great help because it specifically allocates time to important activities. It is essential to set aside time to do thing things we know will bring success, whether we enjoy doing them or not. The point is: We need to take responsibility for our decisions.  At the end of the day, there is only one person who is responsible for our success or failure and that is US.  

People will tell you that the state of your garage doesn't really matter when you go to sell your house. That's a lie. The truth is that when people come to view your home, they want to see that things are taken care of and that even the garage has been kept up.  Every buyer has only one home that they are going to buy. If you want your home to be the one they choose, you need to make sure that your home is ready and as perfect as possible. A leaky faucet can cost you the deal, because it plants seeds of doubt. If this isn't right, what else isn't right that I can't see? Confused minds say, “No.”

Michelle Moore offers the following three tips for a successful Facebook Page. First, Michelle urges us to “Be your authentic you.” She believes that people instinctively sense why you are being authentic and are attracted to it. Second, post once a day, whether early in the morning (around 6am) or in the evening (7 or 8 pm). This will encourage maximum engagement. Third, make your posts about other people. Don't focus exclusively on yourself and your achievements.  

Amanda Baron of Synergy Realty Network (Brentwood, TN) visits Michelle to discuss her specialization: helping physicians purchase real estate. Amanda addresses three myths that confront physicians when they consider buying a home. First, physicians often feel (with good reason) that they don't have enough time to look for a home. Second, physicians often say that they have nothing for a down payment because of educational debt and small entry-level salaries.  Third, physicians fear that their student loan debt is too high, making loan acquisition impossible. Luckily, Amanda explains how in each of these cases there are real answers available.

Beginners often try to take on too many social media platforms. Michelle Moore advocates an approach that chooses one platform, ideally suited to your target audience, and focuses on doing that one platform well. For those who want to excel on Instagram, Michelle offers three strategies. First, Michelle advocates a wise use of the 30 hashtags allowed by Instagram. Michelle suggests using seekmetrics.com as a tool to generate options. Then compare these options with what is trending. Second, prepare and save different groups of hashtags based on different types of posts you plan to make.  These different groups of hashtags will expose you to people you couldn't reach otherwise and can lead to new followers. Third, Michelle says, “Don't post and run!”  Post but be willing to interact with people on your posts.

Based on her interactions in her classes, Michelle Moore has seen that most real estate agents are not comfortable with social media. Few feel that they are maximizing these important tools for their business. In response, Michelle offers three strategies to help you grow your social media efforts. First, think about who you are inviting to your page? That is your audience, your market. How will you use social media to reach this market? Second, post on your page consistently. Third, think about WHAT you are posting. Entertainment, creativity, and transparency are essential to your connection with your audience.  

Michelle Moore asserts that real estate agents are supposed to be leaders and GOOD leaders are life-long learners. Therefore, who you hang out with, what you read and the podcasts you listen to really matter! It is crucial to feed your mind with good things that are beneficial to you and those you serve. You don't know what you don't know. Seek out people who have “been there and done that” to help get you where you want to go.

It is absolutely vital for a real estate agent to build trust with their client from their very first meeting. This trust becomes the basis of their working relationship. Author and business expert, Adonis Lenzy proposes that trust can be achieved in two important ways: 1) talk straight to your client — be transparent; and 2) be competent. Adonis expands on the latter of these points, explaining that you must show up when you said you would, deliver what you promised, and do what you said you would do. Failure to do these things erodes trust. Little things matter. 

Fhonda Hatmaker, eXp Realty Agent from Manchester, Tennessee, stops by to chat with Michelle about what it takes to be successful in selling real estate. Turns out, it isn't rocket science! Fhonda's methodology is both simple and personal. She begins with a personalized postcard that is predicated on how she met that person. Nothing is scripted! Then, she follows up with a phone call. Often this doesn't lead to immediate business but rather plants the seed for a future business lead. When that lead does come, Fhonda is scrupulous to follow up, contacting the potential client immediately.  Lastly, Fhonda makes sure to circle back with the person who provided the lead with her heartfelt thanks. This sustains, continues and extends this relationship.

Everything starts with a conversation. According to author and business expert, Adonis Lenzy, this enables you to get a good read on your client. Are they computer literate? What are their past experiences with selling or buying real estate? What do they know about the process? Adonis advocates starting with getting to know the person… and only then looking at the property. With this in mind, Adonis offers three ways to anticipate the needs of your clients: 1) understand their personality; 2) present them with a checklist of things they will need to do; and 3) be a good buffer between your client and any potential buyers.  

Asking ourselves questions is an essential component of the self-evaluation process that helps our business evolve and achieve success. First, we must ask ourselves: What do I need to DO to succeed in my business? Put another way, we must ask: What does the work that leads to success look like on a day-to-day basis?  The second question is: What is the success strategy that I will put in place to get where I want to go?

Negativity breeds negativity. And what comes out of your mouth DOES matter. Michelle Moore discusses how if you focus on your thoughts and feelings of self-criticism, worry, and victimization, it is much easier for that way of thinking (and talking) to become habitual. Studies show that if you do something for twenty-one days in a row, it can become a habit. So what kind of habits do YOU want in your life? Michelle offers four tricks to avoid negativity: 1) show gratitude; 2) be aware of yourself; 3) start a new pattern; and 4) practice giving effort. 

Victoria Robinson of HGTV's popular show, My House is Your House, joins Michelle Moore to discuss her secrets for staging short-term rentals. Her first tip: Don't skimp on the mattresses (and bedding)! If your renter is uncomfortable and doesn't get a good night's sleep, they WILL write about it in their review. Her second tip is related: Use good quality towels! Lastly, her third tip: Have a framed picture that includes all the important rental property information such as the wi-fi password — and make sure this information is easily accessible. Victoria also notes that the property shouldn't be cluttered but should feature well-chosen furniture and artwork. Less is more.

All too often people view real estate agents as “a dime a dozen.” To their mind, all real estate agents look the same. Author and business expert, Adonis Lenzy stresses the importance of finding your uniqueness, what is often called your “unique selling proposition.” Adonis provides three examples of behaviors that will set us apart: 1) consistently following up with our clients; 2) holding true to our integrity; and 3) being committed beyond on the sale.  

The number one question Michelle gets from real estate agents she teaches relates to how they should balance their faith with their work. They want to be true to their faith without coming across as pushy or offensive to others who might not share their beliefs. Michelle advocates boldness, following one's inner promptings as to what to say and do. Gentleness, kindness, and peace are always acceptable.  One doesn't need to beat someone over the head to make an impact. Remember: the best way you can glorify God is in the way you conduct yourself. Kindly and honestly take care of your clients and that will be an excellent witness.

Tonya Esquibel of Interlink Mortgage, a direct endorse lender hand servicing Fannie Mae, Freddie Mac and FHA/ VA loans, explains how an agent can facilitate condo sales. This is accomplished by predetermining if the property meets Fannie/ Freddie/ FHA/ VA guidelines and including this in the MLS (seller) and making this compliance part of the offer (buyer).  In addition, Tonya stresses the helpfulness of the step into home ownership (a.k.a. the 2, 1 buy down) for easing new homeowners into their higher monthly payments.  

Chris Lowry, general manager for Burns Insurance Group, answers Michelle's questions in this second of two interviews. Topics addressed include: the impact of a low credit score on rates, the impact of gender on car insurance rates for young drivers, the significance of the age of the roof on home owners insurance, and the relevance of the age of the home.

Chris Lowry, general manager for Burns Insurance Group, answers Michelle's questions in this first of two interviews. Topics addressed include: the importance of a home's proximity to fire hydrants and fire departments, and the impact of recent claims on rates.

Author Christy Neal outlines three important perspectives that can help you set aside self-defeating ways of thinking. First, she urges us to focus on the buyer or audience instead of ourselves.  Second, Christy reminds us that imperfection is utterly human and people relate to the imperfections we try so hard to hide. Third, we are all entrusted with gifts that have value and that can and will help others.

Real estate agent Kathy Carter explains the RCS-D (Real Estate Collaborative Specialist — Divorce) designation. This designation addresses issues surrounding divorce that impact the home (or homes) that was/ were purchased by the couple. In this second part of her discussion, Kathy offers two additional tips that especially pertain if one of the spouses intends to keep the house. First, the home should be refinanced immediately so that the leaving spouse is completely clear of the house and the remaining spouse knows without doubt if they can refinance on their own or not. Second, make sure that there is a home inspection on the house.

Real estate agent Kathy Carter explains the RCS-D (Real Estate Collaborative Specialist — Divorce) designation. This designation addresses issues surrounding divorce that impact the home (or homes) that was/ were purchased by the couple. In this first part of her discussion, Kathy explains the importance of having a title search done on the home(s) so as to catch any outstanding liens/ loans that may be in play but not on the client's radar.

Anyone who has done any amount of sales knows that rejection is part of the game. Author Christy Neal puts it this way, “As sales people, we are in the business of rejection.” Christy begins by urging us to reframe our thinking, understanding that every “No” brings us closer to our “Yes.” Next, Christy explains that rejection creates both tough skin and a kind heart. Finally, she explains that, contrary to what we might expect, there is protection in rejection.