THE BEST OF RETSOAUGUST 5TH – CCAR TECH TUESDAY

PIERRE RATTINI – CCO, MB BUZZ

BUYERS PANEL (6 REAL RECENT BUYERS)

• Little Verbal Communication (Phone or in person)

• Mostly email communication

• Have to be on top of them

• 4 of 6 would not use their agent again

• No expectations set or never asked

• 5 of 6 choose the first person they contacted the other used a family friend

• Only one would happily refer them to their friends

SELLERS PANEL (6 RECENT SELLERS)

• 2 - EXPLAINED CLEARLY AND SET EXPECTATIONS

• 1 - GOT A LISTING PRESENTATION

• 4 - LONG PERIODS WITH NO COMMUNICATION

• ONCE/WEEK WOULD BE GREAT

• 4 - DID OPEN HOUSES – WANTED MORE OPEN HOUSES

• 4 - ALWAYS HAVE TO BE ON TOP OF THEM

• WOULD YOU HIRE THEM AGAIN

• 2 YES (TRAINED THEM)

• 2 PROBABLY

• 2 NO

• WOULD LIKED TO HAVE BEEN ASKED – HOW OFTEN AND HOW I LIKED TO BE COMMUNICATED WITH.

• 5 PROVIDED NO FOLLOW UP AFTER THE CLOSE

• 3 – PROFESSIONAL PICS MADE A DIFFERENCE

IN-DEPTH LOOK AT 2013 HOME BUYERS & SELLERS

FULL REPORTBUYER SELLER

• 25% - AGENT HONEST & TRUSTWORTHY

• 21% - AGENT REPUTATION

• 16% FRIEND OR FAMILY MEMBER

• 4% CARE ABOUT THE TECHNOLOGY

• CALL WITH CHANGES AND UPDATES

• NOT IMPORTANT – ADVERTISES IN NEWSPAPER OR FACEBOOK ACTIVITY

• MOST IMPORTANT – PERSONAL ATTENTION

• 66% WENT WITH FIRST AGENT THEY CONTACTED

• HOW IMPORTANT IS CALLING BACK QUICKLY

• HOW IMPORTANT IS MAKING A GOOD 1ST IMPRESSION

• YOUR MARKETING STRATEGY IS KEY TO THEM

• 3% - FACTOR YOUR COMMISSION PLAYED

• EDUCATE CONSUMER ON ACCURACY OF ZILLOW/TRULIA (ZILLIA)

INDUSTRY WRAP UP DISCUSSIONEMPATHY | TRUSTWORTHY | HONESTY | COMMUNICATION

• BE HIGH TECH & HIGH TOUCH

• HIGH TECH AS SUPPORT TO CREATE RELATIONSHIPS

• ANSWER YOUR PHONES

• IT’S OUR BUSINESS AND IT’S THEIR LIVES

• LEARN HOW TO LEVERAGE TECH TO IMPROVE THE LEVEL OF SERVICE YOU PROVIDE

• GET RECOMMENDATIONS AND REVIEWS FROM EVERY CLIENT

• IF YOU STRESS PROFESSIONALISM – USE PROFESSIONAL PHOTOGRAPHY ABOVE $200K

• WOULD YOU USE YOU BASED ON THE PHOTOS YOU ARE USING?

• FIRST PHOTO IS CRITICAL

• VIDEO NARRATION BETTER THEN VIRTUAL TOUR

INDUSTRY WRAP UP DISCUSSION (2)EMPATHY | TRUSTWORTHY | HONESTY | COMMUNICATION

• THE QUALITY OF YOUR COMMUNICATION IS KEY

• INNOVATION IN CUSTOMER SERVICE IS AN INDUSTRY BLINDSPOT

• CONSUMERS ARE TIRED OF CANNED ROBOTIC REALTORS VS MAKING A CONNECTION

• 1 IN 6 GOT A LISTING PRESENTATION

• 4 OF 6 DIDN’T FEEL AGENT EARNED COMMISSION

• A LISTING PRESENTATION BUILDS YOUR VALUE

• THEY START WITH ZILLOW AND WHEN READY THEY GO TO LOCAL AGENT

• ZILLOW SYNDICATION CONFUSES MOST CONSUMERS AND THEN THEY REALIZE THEY NEED YOU

DELIVERING A QUALITY EXPERIENCE

• CONSUMER WANTS QUALITY BUT NOT DEMANDING IT

• WE NEED TO DEMAND QUALITY

• 70% ONLY MEET 1 REALTOR

• PHOTO QUALITY – CONSUMER VOTES WITH THEIR BEHAVIOR

• OVER 1/3 OF BUSINESS IS CLOSED WITHOUT A FUNCTIONAL WEBSITE

• 66% CONTACTED 1 AGENT

• FOCUS ON WAYS TO ENHANCE THE CUSTOMER EXPERIENCE

• DON'T FIXATE ON TECHNOLOGY

• DIFFERENCE MAKER = YOU

• DON’T WASTE TIME ON POOR AGENTS – BROKER AGENT HIRING

PEOPLE FIRST - DELIVER A BETTER MOBILE EXPERIENCE & WIN MORE LISTINGS

• HOW TO USE IT TO CHANGE THE CONSUMER EXPERIENCE

• IT’S NOT ABOUT 100 APPS

• SITEGEIST – LOCAL INFO DEMOGRAPHICS

• BUSINESS CARD – NO – GET INTO YOUR CONSUMERS PANTS – YES IT WAS SAID –PIXELHUB.ME MINE AT PIXELHUB.ME/PIERRE

• I HAVE A DIGITAL CARD LET ME SEND IT TO YOU WHAT'S YOUR MOBILE # - I GET THERE NAME & #

• CRM – CONTACTUALLY (MOBILE VERSION)

• DOTLOOP – COMPLETE TRANSACTION SOLUTION

• CLOSINGTI.ME – COLLABORATIVE WAY TO KEEP CLIENT INFORMED

• ANIMOTO – MOBILE APP – 20-30 PICS (ANDROID OR IPHONE) FOR PROPERTY VIDEOS

• AFTER SALE FOLLOW UP - HOMEKEEPR – HOME MAINTENANCE REMINDERS SENT TO YOUR PHONE

THE SECRET LANGUAGE OF INTERNET LEADS-FEEL LIKE SCREAMING AT YOUR INTERNET LEADS-WE ALL WANT BETTER CONVERSION

• DO NOT ASSUME THEY KNOW ANYTHING

• 4 TOOLS

• RAPPORTIVE – GMAIL CONNECTED

• YESWARE – GMAIL CONNECTED

• GOOGLE VOICE – USE AS LEAD PH #

• BETTER VOICEMAIL

• YESWARE – 100 FREE EMAILS TRACKED /MONTH

• GOOGLE VOICE – SEND CALL TO SEVERAL DIFFERENT # - ELIMINATE VM

• BETTER VM – SAVES THEM INTO EMAIL++

• 70% OF PEOPLE WHO GET AN AGENTS VOICEMAIL DON’T LEAVE MESSAGES

• TECH SAVVY AGENT – GREAT RESOURCE

• I HAVE SOME IMPORTANT INFORMATION THAT YOU REQUESTED ABOUT 124 MAIN ST, CALL ME AS SOON AS POSSIBLE (PHONE*, TEXT OR EMAIL)

• THERE’S A LOT OF INQUIRY ABOUT THAT PROPERTY RIGHT NOW CALL ME ASAP

• FACEBOOK.COM/TECHSAVVYAGENT.COM

THE SECRET LANGUAGE OF INTERNET LEADS-FEEL LIKE SCREAMING AT YOUR INTERNET LEADS-WE ALL WANT BETTER CONVERSION

• COMMONALITIES OF HIGHLY RATED RESPONSES

• SENSE OF URGENCY

• PERSONALIZATION

• DISPLAYED EXPERTISE (4 MIN VID ON AREA)

• ALWAYS END WITH A QUESTION

• WHEN ARE YOU PLANNING TO MOVE?

• WHAT APPEALED TO YOU ABOUT THIS HOME?

• RESPOND IN 5 MIN OR LESS – 100X MORE LIKELY TO CONNECT THAN IN 30 MINUTES

• NOT WORKING

• THANK YOU FOR CONTACTING ME, HOW MAY I HELP ….

• LONG EMAIL – GONE

• EMAIL WITH PIC, VIDEO OF YOU – 3X OPEN RATE

• VIDEO ON HOME PAGE OR LANDING PAGE

• SEND TEXT WITH VIDEO – IN CAR COME OUT OF SNOW

WILL CONSUMERS PAY FOR REAL ESTATE SERVICES IN THE FUTURE?

• TARGET MARKETS & SPECIALIZATION IS HUGE

• KEY DEVELOPING YOUR NEGOTIATING SKILLS

• LISTING – DISCOVER THE UNIQUE STORY OF THAT PROPERTY – USE PICS & VIDEOS

• YES THEY WILL – IT WILL JUST BE MORE ABOUT THE PEOPLE AND THE SERVICE YOU PROVIDE

THE REAL ESTATE WEBSITE IS DEAD. WHAT’S NEXT IN OUR MOBILE WORLD

• ONLY 3 REASONS PERSON COMES TO YOUR SITE

• WHAT’S FOR SALE

• WHAT’S MY HOUSE WORTH

• WHAT’S HAPPENING IN THE MARKET

• CREATE WEBSITES THAT TARGET THESE POINTS

• MOBILE IS WHAT’S NEXT

• GOOGLE SEARCHES FOR REAL ESTATE DOWN 70%

• VERY FEW PEOPLE CARE ABOUT YOUR WEBSITE

• ZILLOW 70% MOBILE AND CLIMBING

• MORE MOBILE USER OF FACEBOOK

• SEO AND IDX ARE LAST DECADES BATTLES

• MOBILE RESPONSIVE SITE OR SITES

• FRESH CONTENT

• PUT CONTENT IN THEIR POCKET (AUTOMATICALLY)

• EASILY SHAREABLE

• LEAD CONVERSION BUILT IN

THE THINGS WE THINK AND DO NOT SAY-70% OF BUSINESS COMES FROM REFERRALS EVEN SOME WHEN ITS NOT REFERABLE BUSINESS

• DO YOU HAVE ANY FRIENDS I CAN HELP?

• VS DO YOU HAVE ANY REFERRALS?

• OBSERVATION – WHAT IS IT? – A: CRAYON

• EMPATHY – WHY IS IT? – TOOL FOR KIDS TO DRAW THEIR IMAGES

• OBSERVATION + EMPATHY = INSIGHT

• BROKER & AGENTS BRANDS CAN BE COMPLIMENTARY

• PEANUT BUTTER + JELLY

• NIKE + JORDAN

• MCDONALDS + COKE OR JACK + COKE

• NFL + ALL TEAM FRANCHISES

• POSITIONING – “WE ARE THE ONLY ______ THAT _______” (TOUGH TO DO)

Goal is to deliver Value to a specific Audience/client – Ask the Questions as the Client

PEOPLE AS PRIORITY #1-HOW TO RUN A BETTER BROKERAGE WITH PEOPLE-FIRST SYSTEMS

• 3 PILLARS

• PEOPLE | SERVICE | DISTRIBUTION

• WHAT HAPPENED TO BLOCKBUSTER?

• REDBOX - _______ CHANGED

• PRIMARY DISTRIBUTION FOR REAL ESTATE LISTINGS IS TAKEN CARE OF - ________

• THEN THE ONLY THING LEFT IS PEOPLE & SERVICE

• LESS ABOUT PAPER AND MORE ABOUT PEOPLE

• COMMISSION GOING UP

• FSBO’S GOING DOWN

• NEW WAYS OF DOING BUSINESS – METROBROKERS

• CONSUMERS EXPECT TO WORK WITH REAL PEOPLE AND COMPANIES WITH PERSONALITY

• EXAMPLE OF PEOPLE & SERVICES ROCK-STARS

• STARBUCKS (WAIT 1 MIN VS 10 TO 20)Real estate can’t be completely commoditized = Huge Emotional DecisionTHEREFORE – People & Service are Huge

PEOPLE AS PRIORITY #1 (2)-HOW TO RUN A BETTER BROKERAGE WITH PEOPLE-FIRST SYSTEMS

• THE BARRIER OF DISTRIBUTION NO LONGER EXISTS

• AGENTS WANT TO WORK WITH BROKERS THAT CARE & WILL HELP THEM SUCCEED

• EMPOWERMENT

• TOP 25% WANT LEAD GEN & CONVERSION

• TOP 5% WANT TRANSACTION/ADMIN SUPPORT

• MOBILE

• AGENTS LOOK TO BROKERS FOR TECH, NOT IN THE OFFICE NEED MOBILE SOLUTIONS

• BE THERE

• TOP 25% WANT DEAL DOCTORING (50%)

• TOP 5% WANT EMOTIONAL SUPPORT (65%)

• HOW YOU GET THERE

• WHAT GOT YOU HERE WONT KEEP YOU HERE

• RIGHT SYSTEMS

• RIGHT APPROACH

• THINK LONGTERM

Real estate can’t be completely commoditized = Huge Emotional DecisionTHEREFORE – People & Service are Huge

PEOPLE AS PRIORITY #1 (3)-HOW TO RUN A BETTER BROKERAGE WITH PEOPLE-FIRST SYSTEMS

• RIGHT SYSTEMS

• STREAMLINE, WORK PROCESS, COMPLIANCE + CONTROL

• EMPOWER AGENTS, MOBILE PRODUCTIVITY ALL IN ONE PLACE

• DELIGHT YOUR CLIENTS

• RIGHT APPROACH (MINDSET)

• PUT PEOPLE FIRST WITH A MISSION BIGGER THAN YOU

• HAVE A PERSONALITY, BE HUMAN, EMBRACE IMPERFECTION

• HAVE FUN, CHOOSE TO BE HAPPY

• THINK LONG TERM

• QUALITY

• HUMANITY

• MOBILITY

• EFFICIENCY

• SPECIALIZATION IS HOW YOU MAXIMIZE SERVICE TO YOUR CLIENTS

• QUALITY OVER QUANTITY

• GREAT PEOPLE DO NOT WORK ALONE

Real estate can’t be completely commoditized = Huge Emotional DecisionTHEREFORE – People & Service are Huge

7 TECHNOLOGIES WORTH MASTERINGBECAUSE THEY ARE NOT GOING AWAY

• EMAIL – IS ATROCIOUS IN THIS INDUSTRY

• PHONE – ANSWER YOUR DAM PHONE

• SOCIAL ADS – YOUR NOT ADDICTED TO FACEBOOK YOUR ADDICTED TO PEOPLE

• RETARGETING – FOLLOW THOSE THAT DON’T CONVERT

• TWITTER ADS – TARGETING DEMOGRAPHICALLY AND GEOGRAPHICALLY

• VIDEO ADS ON YOUTUBE

• LANDING PAGES CONVERT LEADS BESTMost Websites are to Complicated

COMBAT BAD LEAD FATIGUE & CONVERT MORE SALES

YOU ARE GIVING UP OR IN WAY TOO SOON

• 50 EMAIL INQUIRIES MADE ON EXACT SAME 350K LISTING TO TOP AGENTS ON GOOGLE SEARCH

• RESULTS:

• 42 PHONE CALLS + 92 EMAIL FOLLOW UPS

• .84 PHONE CALLS AND 1.84 EMAIL FOLLOW UPS

• ONLY 7 AGENTS TRIED TO CALL ME MORE THAN ONCE

• AVERAGE RE LEAD – RECEIVES:

• 1.4 PHONE CALLS + 2 EMAIL FOLLOW UPS – PITIFUL

• STOP DOING OR SAYING THIS ITS WRONG – IF THEY DON’T RETURN MY CALL OR EMAILS THEY AREN’T REALLY INTERESTED

• 4 REASONS YOU DON’T SEND EMAIL – SPAM | SAY NO | SENDING THE WRONG THING |UNSUBSCRIBE

• BE PROFESSIONAL, BE CREATIVE, BE FUN, BE PERSISTANTFollow Up Forever – If Coke had your email they would email you every day

HOW TO CREATE CONTENT THAT CONVERTS

• HEADLINE KEY – COPY/REPURPOSE FROM MAGAZINES – COSMO

• OPEN UP NOW OR LOSE ME EMAIL

• I NOTICED YOU SUBSCRIBED X MONTHS AGO AND YOU HAVEN'T OPENED ANY EMAIL IF YOU WOULD LIKE TO UNSUBSCRIBE HERE IS A LINK

• OFFER SOMETHING, THE COMPLETE GUIDE TO NORTH MYRTLE BEACH (GET EVEN MORE TARGETED)

• CREATE 3 TYPES OF CONTENT

• CORNERSTONE - EVERGREEN

• CONNECTION – FUN THINGS AND THINGS TO DO IN AREA

• CONVERSION – EVERY LISTING BEFORE IT GOES INTO THE MLS | BUYER ASSISTANCE WEBINARS

• CONVERSION – OPEN HOUSE PAGES )ALL OF THEM IN THE AREA

• CONVERSION - DPA – DOWN PAYMENT ASSISTANCE PAGES79% of leads do not turn into anything mostly due to poor follow up

RETSO IN FOCUS & PEOPLEWORKHOW TO RUN A PEOPLE-FIRST BUSINESS IN A DIGITAL-FIRST

WORLD

• YOUR NOT ADDICTED TO SOCIAL MEDIA YOUR ADDICTED TO PEOPLE

• WHAT MANY HAVE SAID:

• FACEBOOK IS STUPID | I WILL NEVER PAY A BILL ONLINE | DO YOU HAVE ONE TO ADD?

• ONE SECOND ONLINE – “GOOGLE IT”

• WE’RE ONE CLICK AWAY FROM EVERYTHING AND EVERYONE

• EBAY NOW – DELIVER ANYTHING WITHIN 1 HR TO YOUR DOOR

• DRIZZLY – 30-60 MIN WINE DELIVERY

• QUICKEST WAY OUT OF BUSINESS IS TO GET ROMANTIC ABOUT THE WAY THINGS USED TO BE OR WE HAVE ALWAYS DONE

• P2P HAS REPLACED B2B AND B2C | EXAMPLE AIRBNB.COM | UBER – TAXI | TASKRABBIT – FINDS SOMEONE TO DO SOMETHING FOR YOU |ETSY – JEWLRY | ELANCE – OUTSOURCE | KICKSTARTER – P2P IN LENDING

Would you like to BE YOUR OWN CLIENT? Be honest with yourself

RETSO IN FOCUS & PEOPLEWORK (2)HOW TO RUN A PEOPLE-FIRST BUSINESS IN A DIGITAL-FIRST

WORLD

• HUMAN COMPANIES WIN

• THOSE THAT DON’T SEE THEMSELVES AS A SPREADSHEET

• EXAMPLE - TOM SHOES – FREE SHOES

• EVER LATE FOR A PLANE – “SORRY GO SEE CUSTOMER SERVICE” WHAT WOULD HAVE CHANGED IF THAT WAS YOUR FRIEND OR BROTHER AT THE GATE – THEY WOULD HAVE TRIED TO OPEN THE DOOR

• BE THAT KIND OF COMPANY

• CHANGE REQUIRES A BLUEPRINT – YOURS NOT SOMEONE ELSES

• EXAMPLE YAHOO.COM WITH SEXY YOUNG BEAUTIFUL CEO ACQUIRED 30 COMPANIES ONLY KEPT A FEW

• THE BLUEPRINT WAS TO ACQUIRE THE COOL PEOPLE (NOT THE COMPANIES)

Would you like to BE YOUR OWN CLIENT? Be honest with yourself

RETSO IN FOCUS & PEOPLEWORK (3)HOW TO RUN A PEOPLE-FIRST BUSINESS IN A DIGITAL-FIRST

WORLD

• PURPOSE BEFORE TECHNOLOGY

• EXAMPLE BILLBOARD WITH QR CODE ON IT

• SHOT SPOTTER | HOUZZ | NEST – THERMOSTAT DOESN’T USE AS MUCH ENERGY

• QUALITY CREATES QUANTITY

• BAD EXAMPLE – MCDONALDS ALL ABOUT QUANTITY | HONEST YOUR EMBARRASSED YOUR THERE

• GOOD EXAMPLE – STARBUCKS GETS IT

• LTV – LIFE | TIME | VALUE

• WHICH WAY ARE YOU TREATING YOUR CLIENTS?

• EVERNOTE – COHORT ANALYSIS – HOW LONG YOU USE IT THEN BECOME A PAID USER

• ____% DUE THIS AFTER ___YEARS

Would you like to BE YOUR OWN CLIENT? Be honest with yourself

RETSO IN FOCUS & PEOPLEWORK (3)HOW TO RUN A PEOPLE-FIRST BUSINESS IN A DIGITAL-FIRST

WORLD

• SERVICE IS MARKETING – ITS NOT OVERHEAD

• GREAT MARKETING OF THE FUTURE IS GREAT SERVICE

• EXAMPLE ZAPPOS = A CUSTOMER SERVICE COMPANY … THAT SELLS SHOES

• THEY HAVE A QUITTING BONUS – PAID $3000 IF YOU QUIT IN THE FIRST 30 DAYS

• BAD SERVICE = BAD MARKETING

• YELP IS A VERB

• WHEN BAD SERVICE HAPPENS – REMEMBER WHAT A HUMAN WOULD AND SHOULD DO

• BY FLOWERS FOR YOUR WIFE

• SQUARE MAKES PAYING SIMPLE

• BUT WE SAY HOW COOL IT IS

• TRIPIT – CONSOLIDATES FLIGHTS, HOTELS, RENTAL CARDS ALL IN ONE FEED

Would you like to BE YOUR OWN CLIENT? Be honest with yourself

RETSO IN FOCUS & PEOPLEWORK (3)HOW TO RUN A PEOPLE-FIRST BUSINESS IN A DIGITAL-FIRST

WORLD

• BUSINESSES ARE BUILT ON COMMUNITIES

• FARMERSONLY.COM - SINGLE IN THE COUNTRY| MATCH.COM | OURTIME.COM –OLDER DATERS

• TRULOVIA – SINGLE IN THE REAL ESTATE INDUSTRY

• YOU CAN BUILD A COMMUNITY AROUND YOUR BUSINESS

• FACEBOOK GROUPS | G+ COMMUNITIES

• COMMUNITIES NEED A TRIBAL LEADER – ITS OWN LANGUAGE – E.G. VENTI

• PASSION POWERS PROFIT – THERE IS EQUITY IN NO

• STARS ARE MADE IN HOLLYWOOD

• SURROUND YOURSELF WITH GREAT PEOPLE

• 5 PEOPLE YOUR CLOSEST TO DIVIDE BY 5 = WITHIN 10% OF YOUR INCOME

• 5 MICHAEL JORDAN'S WIN ZERO CHAMPIONSHIPS

• THE STRENGTH OD THE WOLF IS THE PACK

Would you like to BE YOUR OWN CLIENT? Be honest with yourself

RETSO IN FOCUS & PEOPLEWORK (3)HOW TO RUN A PEOPLE-FIRST BUSINESS IN A DIGITAL-FIRST

WORLD

• ONLY YOU WRITE THE STORY

• INNOVATORS – JACK DORSEY – CREATOR OF TWITTER AND SQUARE

• MOST IMPORTANT THING IS TO GET STARTED AND GET IDEA OUT OF YOUR HEAD

• ONLY YOU CAN WRITE YOUR STORY

• STEVE JOBS – YOU CAN BUILD YOUR OWN THINGS THAT OTHER PEOPLE CAN USE

• WALT DISNEY'S DRAWN OUT VISION IN 1958 IS ALMOST IDENTICAL TODAY

Would you like to BE YOUR OWN CLIENT? Be honest with yourself

THANK YOUTHE BEST OF RETSO

AUGUST 5TH – CCAR TECH TUESDAY

PIERRE RATTINI – CCO, MB BUZZ