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You Were Trained Wrong in Year One · Unstoppable Real Estate Agents

• 0:00
  SPEAKER_00: Hi, everybody.
• 0:01
  SPEAKER_00: It's Kim Hughes.
• 0:02
  SPEAKER_00: And today we're going to talk about your systems.
• 0:05
  SPEAKER_00: So when you first started in real estate, you know, you were told, we're going to train you, we're going to give you all the tools that you need to be successful.
• 0:15
  SPEAKER_00: And, you know, every franchise, every real estate office has the goal to help you be your best.
• 0:23
  SPEAKER_00: Because when you're your best, you're generating business, generating income.
• 0:28
  SPEAKER_00: And when you're doing that, you're also generating that same income for the brokerage and for the franchise.
• 0:35
  SPEAKER_00: So the but the thing that we all miss, and this is where I think agents get very frustrated, is that when they come on, they're told, you know, be here to, you know, sit down and make your cold calls.
• 0:50
  SPEAKER_00: And you've got floor time, you've got to hold open houses, you've got to start a farm, you know, marketing to a farm.
• 0:59
  SPEAKER_00: And yes, you have to do all of that.
• 1:02
  SPEAKER_00: But if you don't know how to do it or what to do afterwards, that's where you get frustrated, and then you end up just not doing it because it's not working.
• 1:11
  SPEAKER_00: And it's not working because you don't have a system in place.
• 1:14
  SPEAKER_00: So we're going to talk about how we do that, and we're going to talk about how you can put your systems in place that you actually follow through to the very end to see the success that comes from them.
• 1:28
  SPEAKER_00: Welcome to the Unstoppable Real Estate Agents Podcast.
• 1:32
  SPEAKER_00: I'm your host and real estate productivity expert, Kim Hughes.
• 1:36
  SPEAKER_00: Join me as we focus on real strategies and implement real solutions designed for you to achieve major success in your business and life while getting you organized.
• 1:49
  SPEAKER_00: So it when you started, whether it was a year ago, five years ago, 10, whatever, when you first started in real estate, you should have had a CRM.
• 2:00
  SPEAKER_00: You should have had things in place depending on when you started your business.
• 2:04
  SPEAKER_00: I mean, there's a lot of agents that started before the internet.
• 2:08
  SPEAKER_00: And so, you know, they had to immediately jump on board and get things going.
• 2:13
  SPEAKER_00: So those are the agents that really felt the change of going from no exposure to full exposure, and then how to navigate through that.
• 2:25
  SPEAKER_00: So what we want to do now is say, when you make those phone calls, when you hold an open house, what do you do afterwards?
• 2:35
  SPEAKER_00: Okay.
• 2:35
  SPEAKER_00: This is the system that makes it all come together and makes it work.
• 2:39
  SPEAKER_00: So when you are, you know, let's say, let's talk about your 25 phone calls per week.
• 2:45
  SPEAKER_00: You know, we've all heard that, you know, you should make 25 calls, cold calls per week.
• 2:50
  SPEAKER_00: And I I agree with that, but I also feel that you should be reaching out to your past clients.
• 2:58
  SPEAKER_00: So I would say before I reached out to cold calls, I would first reach out to past clients and make sure I stay in touch with them.
• 3:06
  SPEAKER_00: But if you have no system, it's it's what are you gonna do?
• 3:09
  SPEAKER_00: What are you gonna say to them?
• 3:11
  SPEAKER_00: So, what we're gonna talk about are some of the things that we can do.
• 3:14
  SPEAKER_00: And we're just gonna talk about a couple of systems.
• 3:18
  SPEAKER_00: So I'm gonna talk about a past client system and um a cold call today.
• 3:25
  SPEAKER_00: So let's start with your past client.
• 3:28
  SPEAKER_00: Now, if you do not have a monthly set of things that you're going to do to touch your past client, you need to do that as a number one priority before you do anything else, because that is leaving money on the table.
• 3:43
  SPEAKER_00: And if they're not calling you, they're calling someone else.
• 3:46
  SPEAKER_00: And if they're calling someone else, you're not getting the business.
• 3:50
  SPEAKER_00: So what we want to do is make sure that when you close a property, whether that's a buyer or a seller, the next thing that you do, I mean the day of closing, is that person, okay, is in your CRM or on your spreadsheet, whatever you're doing for a CRM.
• 4:10
  SPEAKER_00: They are as an active buyer or seller.
• 4:13
  SPEAKER_00: Once that property closes, they have taken possession.
• 4:17
  SPEAKER_00: Now they move into your past client buyer or seller system.
• 4:23
  SPEAKER_00: And there's a, you know, they all go on the same newsletter.
• 4:26
  SPEAKER_00: They all go on, you know, the same, you know, uh in your website to get your market stats and all of that.
• 4:34
  SPEAKER_00: But you have to do other things because of the the situation that they came to you in.
• 4:39
  SPEAKER_00: So if they came to you as a buyer, you're gonna put them in a past client buyer system.
• 4:45
  SPEAKER_00: And I want you to really look at your past clients right now and see if you have them separated from buyer and sellers.
• 4:54
  SPEAKER_00: So you should have a group of past clients, sellers, a past client, buyers.
• 5:00
  SPEAKER_00: Okay.
• 5:02
  SPEAKER_00: Then, and and if you're in the renting world and you do a lot of renting, then of course you would put renter, buyer, you know, that kind of thing.
• 5:11
  SPEAKER_00: So once you have identified who they are and what category they go in, they're immediately everybody is gonna go on your newsletter.
• 5:22
  SPEAKER_00: Every month that newsletter goes out.
• 5:24
  SPEAKER_00: It goes out on a specific day of the month.
• 5:27
  SPEAKER_00: So what I always say is send it out maybe like, you know, the last Thursday of the month.
• 5:34
  SPEAKER_00: It doesn't have to be the first because everything comes into your inbox on the first and the 15th.
• 5:39
  SPEAKER_00: So what I'm gonna tell you is send it out like the last Thursday of the month, um, whatever that may be.
• 5:46
  SPEAKER_00: But look at your community, look at your calendar and your time, and when can you send that?
• 5:52
  SPEAKER_00: Then I want you to decide what goes into that newsletter.
• 5:57
  SPEAKER_00: Okay.
• 5:58
  SPEAKER_00: Uh we're not doing newsletters today, but just to kind of give you something to think about is, you know, the market stats, new listings, client testimonials, community events, um, you know, anything that went on with your planning and zoning meetings, you know, would be important.
• 6:15
  SPEAKER_00: So look at your community and look at what's going on and what is of interest, what's important, and put it in that newsletter.
• 6:22
  SPEAKER_00: And then make sure that you send that out.
• 6:24
  SPEAKER_00: People like consistency.
• 6:26
  SPEAKER_00: So make sure that you can commit to doing your newsletter when you say you can.
• 6:31
  SPEAKER_00: All right.
• 6:32
  SPEAKER_00: Um the next thing that you're gonna do when you put them into your CRM is the notes.
• 6:39
  SPEAKER_00: The notes are very important.
• 6:40
  SPEAKER_00: This is when you keep up with the last time you talked to them, the last time you saw them, the last time you sent them something, the last time they reached out to you.
• 6:48
  SPEAKER_00: Did they give you a referral?
• 6:50
  SPEAKER_00: You know, these are the things that you keep in your notes, okay?
• 6:53
  SPEAKER_00: So again, if you don't have a CRM, you're using a spreadsheet, that's fine.
• 6:57
  SPEAKER_00: Just create a column for that particular notes, for the notes, okay?
• 7:03
  SPEAKER_00: Then I want you to look at their birthday and put that on the calendar to remind you, and then their home anniversary.
• 7:11
  SPEAKER_00: Now, the things that I've just given you is a newsletter, home anniversary, and their birthday.
• 7:18
  SPEAKER_00: That's thir 14 touches a year.
• 7:23
  SPEAKER_00: The newsletter goes out once a month, one birthday card, one uh home anniversary each year.
• 7:29
  SPEAKER_00: So, right there, you don't have to do any more than that, but yes, you do.
• 7:33
  SPEAKER_00: If you want to be that person and you want to be the person everybody thinks of when it comes to real estate.
• 7:40
  SPEAKER_00: So, what I want you to think about is what else can I do?
• 7:44
  SPEAKER_00: Pop buys are great.
• 7:46
  SPEAKER_00: I love them, they are very successful.
• 7:48
  SPEAKER_00: I highly recommend them, but that takes money and there has to be a budget that goes with that.
• 7:54
  SPEAKER_00: So look at that and decide what you want to do for pop buys and you know, and create that system.
• 8:01
  SPEAKER_00: There's enough information out there on the internet to teach you how to do a pop buy.
• 8:06
  SPEAKER_00: But a pop by, in case you don't know, is something that you physically deliver to a past client.
• 8:14
  SPEAKER_00: Okay.
• 8:14
  SPEAKER_00: You run by their home, you leave something for them, you talk to them, how are you doing?
• 8:19
  SPEAKER_00: You spend five minutes and then you move on.
• 8:21
  SPEAKER_00: You're not there to, you know, have tea or coffee or anything.
• 8:25
  SPEAKER_00: Now, if you have time and they invite you, I would definitely do it.
• 8:29
  SPEAKER_00: But you're basically just dropping something off, whether it's a bag of cookies, popcorn for a movie night, whatever that may be.
• 8:38
  SPEAKER_00: Love the idea and I think it's great, and it's it comes from the heart, right?
• 8:43
  SPEAKER_00: But what else are we gonna do?
• 8:44
  SPEAKER_00: We need to send them information about what's going on, how to take care of their home.
• 8:49
  SPEAKER_00: If you're a buyer and you just moved in, you are now a new homeowner.
• 8:54
  SPEAKER_00: So, me as the agent, I want to give you information on how to take care of your home, how to take care of your yard, the things that you need to do.
• 9:03
  SPEAKER_00: You may be the first-time home buyer.
• 9:05
  SPEAKER_00: You may, this may be your tenth home, but I'm still gonna tell you when you need to get your uh yard ready for the new season.
• 9:13
  SPEAKER_00: I'm gonna tell you when you need to change your air conditioning filter.
• 9:16
  SPEAKER_00: I'm gonna tell you to go around and check all the um uh caulk around your windows.
• 9:23
  SPEAKER_00: I'm gonna tell you to clean out your fireplace.
• 9:25
  SPEAKER_00: I'm gonna tell you to clean out your air ducts, get your air conditioned service.
• 9:29
  SPEAKER_00: I'm gonna be the agent that's going to give you the tips and the little golden nuggets of things that you can do to be a great homeowner.
• 9:37
  SPEAKER_00: Okay.
• 9:38
  SPEAKER_00: So that's a system.
• 9:40
  SPEAKER_00: That all is a system.
• 9:42
  SPEAKER_00: You're when you sit down to create the system, you need to look at all of your past clients and decide who gets what when.
• 9:51
  SPEAKER_00: So, for example, let's say you have a hundred past clients.
• 9:54
  SPEAKER_00: Are you gonna do Popeyes every month for all 100?
• 9:58
  SPEAKER_00: No, I would break it down, so many per month that you can handle.
• 10:03
  SPEAKER_00: Don't overachieve here.
• 10:06
  SPEAKER_00: Um, this is where I want you to realistically look at your time and your budget and say, you know what?
• 10:12
  SPEAKER_00: I really would like to give out this, you know, um grill set.
• 10:17
  SPEAKER_00: Okay.
• 10:18
  SPEAKER_00: Um, but it's$25.
• 10:20
  SPEAKER_00: I can only do that to a few.
• 10:21
  SPEAKER_00: Look at the ones that have referred you and give them the nicer gift, you know.
• 10:26
  SPEAKER_00: I mean, that's just the way it is.
• 10:28
  SPEAKER_00: You know, the more business you're gonna bring me, the more I'm gonna do for you, right?
• 10:32
  SPEAKER_00: And then those that don't do anything or maybe are not as much, they don't get the grill set.
• 10:38
  SPEAKER_00: They may get the popcorn for popcorn night, you know, something like that.
• 10:42
  SPEAKER_00: So you need to decide who gets what.
• 10:45
  SPEAKER_00: And that to me would be a monthly where you would sit down and say, I'm gonna schedule 30 minutes a month and decide who gets pop buys and what do they get and when am I gonna do them?
• 10:55
  SPEAKER_00: Okay.
• 10:56
  SPEAKER_00: Now, my realtor, she does not announce it when she comes by.
• 11:00
  SPEAKER_00: She will just drop by.
• 11:02
  SPEAKER_00: Um, sometimes I'll get a text from her and she says, Hey, I'm in the area.
• 11:06
  SPEAKER_00: Are you home?
• 11:06
  SPEAKER_00: Can I just drop by for five minutes?
• 11:08
  SPEAKER_00: I'm like, sure.
• 11:09
  SPEAKER_00: But if I'm not home, she's leaving it on my doorstep or in my mailbox.
• 11:14
  SPEAKER_00: Okay.
• 11:15
  SPEAKER_00: And that just makes me know that, hey, she was thinking of me.
• 11:18
  SPEAKER_00: So you can do that too.
• 11:20
  SPEAKER_00: Okay.
• 11:20
  SPEAKER_00: So there you have that.
• 11:22
  SPEAKER_00: Then you look at your client event that you may be having once or twice a year and have making sure they get invited to that.
• 11:29
  SPEAKER_00: So there again are two more, one or two more touches per year.
• 11:34
  SPEAKER_00: Then I want you to put them on an email marketing system.
• 11:38
  SPEAKER_00: Now, this can be generated through AI.
• 11:41
  SPEAKER_00: It can be um a text that you send them.
• 11:44
  SPEAKER_00: Um, I'm a big fan of send them an email, and I would say, and it should have a tip in there, you know, some kind of a tip to help them with living in a home.
• 11:56
  SPEAKER_00: You know, again, this is where the tips come in on when to change the filter, when to change, you know, the water.
• 12:04
  SPEAKER_00: Um, you know, like right now we're in a um no burn zone.
• 12:09
  SPEAKER_00: I would be e-blasting that out to everybody in my database, going, hey, we're in a burn band, don't be burning.
• 12:15
  SPEAKER_00: This is what you need to do instead.
• 12:17
  SPEAKER_00: You know, this is the kind of things that the homeowners expect from you.
• 12:21
  SPEAKER_00: And being an agent, you should know this because a lot of people don't know when they're in a burn ban.
• 12:27
  SPEAKER_00: So that could be something just super easy to find out.
• 12:32
  SPEAKER_00: And then also keep track of what's going with on with the water companies, the electric companies, any shortages, run your water for five minutes a day, whatever that may be.
• 12:42
  SPEAKER_00: That is an opportunity for you to take that information, put it on social media, and then email it to your past clients.
• 12:49
  SPEAKER_00: So you see how that system is building now?
• 12:52
  SPEAKER_00: We're really getting in there and we're putting together some really good, solid information for my community of homeowners.
• 13:01
  SPEAKER_00: And yes, I want them to know all the community events and the concerts and the festivals and the farmers market and the, you know, trick-or-treat night and the then the parades.
• 13:11
  SPEAKER_00: But then we also want to give them everything else.
• 13:13
  SPEAKER_00: This is what makes you the authority.
• 13:16
  SPEAKER_00: This is what makes them come back to you or want to call you when they're ready to buy or sell.
• 13:22
  SPEAKER_00: So now that you have created that system, move on to the next system.
• 13:26
  SPEAKER_00: I'm gonna give you, I'm gonna tell you, it's gonna take a little time to put that system together.
• 13:31
  SPEAKER_00: Now you can just sit there and I'm gonna tell you, if you're at an inspection or you're sitting somewhere, there's idle time, this is an opportunity to grab your phone, open up your Apple notes, and just start brainstorming and throwing them in there.
• 13:45
  SPEAKER_00: Open up your AI and just say, hey, this is a brainstorm for systems for my past clients.
• 13:51
  SPEAKER_00: And then just start talking to it or typing in what you want, what your ideas are, what your thoughts are.
• 13:58
  SPEAKER_00: So when you get back to the office and you have a look about a 30-minute span, you can take that information and start sorting it and deciding how you want to use that with those past clients.
• 14:09
  SPEAKER_00: Okay.
• 14:10
  SPEAKER_00: Now, once you get one system created, then of course I'm gonna say pick out the next system.
• 14:16
  SPEAKER_00: You know, what's the next system that you would feel so proud of yourself to finish?
• 14:23
  SPEAKER_00: You know, everybody's gonna have that next system is gonna be something different for you.
• 14:29
  SPEAKER_00: So, what would that be if we had the past client system already done, which we've done, now what's the next system?
• 14:37
  SPEAKER_00: And let's talk about it.
• 14:38
  SPEAKER_00: Let me know in the in the comments below.
• 14:40
  SPEAKER_00: I would love to hear what you are thinking and where you think your business is, because this is where the and and with all due respect, the brokers and the franchise owners, I respect y'all tremendously.
• 14:55
  SPEAKER_00: But we do have a training problem with agents.
• 14:58
  SPEAKER_00: You're bringing them in, but then they're calling me, going, I have no idea what to do.
• 15:03
  SPEAKER_00: And so I'm the one that's showing them, which is great.
• 15:06
  SPEAKER_00: I love it, I don't have a problem with it.
• 15:08
  SPEAKER_00: But I want agents to know that they have that ability to create that system by just thinking it through.
• 15:16
  SPEAKER_00: Okay.
• 15:18
  SPEAKER_00: So here's where I would like for you to just, you know, take the one you hate the most, if nothing else.
• 15:24
  SPEAKER_00: You know, if you say, I have no systems, pick the one that you least want to work on and get that one out of the way.
• 15:32
  SPEAKER_00: And then the rest of them are easy breezy.
• 15:35
  SPEAKER_00: And this could be your open houses, how you're farming, how you're working your neighborhood, how you're showing up at meetings, how you're working with your businesses in the community.
• 15:45
  SPEAKER_00: How are you doing things?
• 15:46
  SPEAKER_00: How are you generating business?
• 15:48
  SPEAKER_00: But then how are you organizing that business and how are you making sure that it becomes a system so that you don't keep running like a hamster in the hamster wheel over and over and over?
• 16:00
  SPEAKER_00: Okay.
• 16:01
  SPEAKER_00: So if if so, if you're picking up the phone and you're making that phone call, and then when you hang up, what happens to that information?
• 16:10
  SPEAKER_00: That's where you need to think.
• 16:12
  SPEAKER_00: When I get off the phone, what do I do with this information?
• 16:16
  SPEAKER_00: What is it supposed to do?
• 16:17
  SPEAKER_00: What am I supposed to do after that?
• 16:20
  SPEAKER_00: And who makes sure that it happens?
• 16:22
  SPEAKER_00: So if you're a solo agent, then that's all on you.
• 16:25
  SPEAKER_00: But if you have, you know, like someone like us, we would have that conversation of, well, okay, now that you've made that phone call, what do we need to do next?
• 16:34
  SPEAKER_00: And what's going to be the next step that you will actually do or that we need to do for you?
• 16:40
  SPEAKER_00: So as your as a part of your team, as your real estate virtual assistant, that's what we do.
• 16:47
  SPEAKER_00: We help you build out that system.
• 16:49
  SPEAKER_00: We listen to what you're doing, we listen to how your brain works, and we help you create those systems that you're going to actually use and they're actually going to run smoothly for you and your business.
• 17:01
  SPEAKER_00: And always remember, if you're outshadowing another agent, pick their brain on how they're doing their systems.
• 17:08
  SPEAKER_00: You know, you may pick up so many little nuggets.
• 17:11
  SPEAKER_00: If you're in a sales meeting, maybe take two minutes and everybody go around the room and talk about how they create what they do to create a system, and then you might pick up a nugget there.
• 17:21
  SPEAKER_00: Okay.
• 17:22
  SPEAKER_00: Go to my YouTube channel.
• 17:24
  SPEAKER_00: I've got a I've got over 250 videos on this topic.
• 17:27
  SPEAKER_00: So you can find a system that works for you.
• 17:31
  SPEAKER_00: And if you struggle with that, then reach out to us.
• 17:33
  SPEAKER_00: Let's have a conversation on how we can help you build out that system so that you can have a business that is constantly moving forward.
• 17:42
  SPEAKER_00: Love ya.
• 17:43
  SPEAKER_00: Have a great day.
• 17:44
  SPEAKER_00: If you have any questions, let us know.
• 17:46
  SPEAKER_00: But I would love to hear in the comments which system you start with first.
• 17:51
  SPEAKER_00: Thank you so much for tuning in.
• 17:53
  SPEAKER_00: And if you know someone, and I bet you do, who would appreciate this podcast, please share it with them.
• 17:59
  SPEAKER_00: As a reminder, this podcast can be delivered directly to your favorite device by using the subscribe links you can find in the show notes below or over at unstoppable realestateagents.com.
• 18:13
  SPEAKER_00: Remember, it takes as much energy to wish as it does to plant.
• 18:18
  SPEAKER_00: Have a great day.