Bring good news, cure curiosity and be an advisor

Amy Corr & Kevin Van Eck, @properties

Fall is the perfect time of year to schedule a real estate review with our clients. Like financial planners and advisors who meet with their clients annually, we have an opportunity to position ourselves as advisors in reviewing their real estate assets and the markets that surround them. It’s a great excuse to touch base and deepen relationships through sharing our expertise and insights.

This year has brought a unique opportunity where we’re able to share great news about current home values and the market outlook for 2022.

Advisor vs. Salesperson

The goal of the review is to position ourselves as an advisor, to extend our value and relationship outside of a transaction and to generate referrals from our past clients and current homeowners. We must enter the annual review as a resource, not as a pushy salesperson.

Keep It Simple

A full comparative market analysis isn’t necessary. A majority of those we’ll connect with are not looking to sell, so spending hours sourcing relevant properties and comparables is wasted time. Instead, prepare a general overview of what’s taken place over the last year. This can include using tools like InfoSparks or BrokerMetrics to produce a one-page summary of the market, and you might also include a one-line report showing similar listed and sold homes. Keeping it simple allows us to maximize our time in creating and delivering reviews without overwhelming homeowners with unnecessary information.

The Process

Start with your past clients that purchased 12 months ago, and work backward. Once you have your list of clients and packets, reach out with a call. Connect as you normally would and state the purpose of your call. That you are an advisor, much like a financial advisor, and would like to talk through an annual review of their real estate. A key phrase is to let them know that you’ve “prepared a packet,” so that they understand that you’ve already put equity into the review. Ask them for 10 minutes in the coming week to review, whether in person or virtually. You might even state that you understand that they’re likely not currently looking to buy or sell, but that many of your clients are interested in understanding what’s happening in their market. There may be some that are too busy or ask you to just send it to them. That’s OK, but know that the most effective way to connect with them and foster the relationship is face to face. The least effective way is to email the review, so your final effort, if unable to meet in person or virtually, should be to put it in the mail.

The Meeting and Closing Questions

During your meeting, catch up with each other by asking F.O.R.D. questions (family, occupation, recreation, dreams) to connect and hear if they might have life changes coming. Begin the review by highlighting a few interesting stats that illustrate what’s happening in their market — just give them the high level. If you’re asked about the value of their home, let them know that you would need to create and present a complete analysis, and that’s typically done when someone’s interested in selling. You can then ask if they have been thinking about selling. In wrapping up the meeting, there are two important questions:

What are your long-term plans for the property?

Is there anyone you know who would find a review like this valuable?

This is another opportunity to learn future real estate needs and to walk away from the meeting with introductions and potential referrals.

The annual real estate review allows us to stay in touch with past clients, position ourselves as a resource and generate referrals. The best part about the timing this year: We get to deliver positive news.

Build relationships and bring value with every outreach

By Maria Malin

When we look back at the experience of living through the COVID-19 pandemic, we’ll have learned many valuable lessons from it, including how life and relationships were reprioritized and strengthened. Though physically and socially distanced, we forged new and creative pathways to check in, keep in touch, share our lives and, yes, do business. Technology will be remembered as the conduit for our connectivity, teaching us that virtual, though not reality, worked as not only an effective, but sometimes more efficient, use of our time. As we now emerge from the constraints of the pandemic, will we continue to simply click to connect our relationships? More specifically, will the return of our ability to be “in person” give technology a new place in how we reach out and stay top of mind?

From a coaching perspective, I encourage you to envision how you’d build your business if you couldn’t text or post or like or comment or stream or otherwise digitally find your way into someone’s life. What if your business wasn’t referral-based? What if you were building a business for the first time or in a completely new market or had no established sphere of influence? What would outreach look like? What would stand out? What would make you stand out? Would it be tech-savvy or grassroots?
The first, last and only thing that counts — in my personal and professional opinion, and no matter how you deliver it — is value. True and genuine value. Value to the relationship and valuable real estate — in that order.

Whether you deliver that value via digital routes or grassroots is secondary. Bringing value to those you know and those you want to know better can and should be an everyday thing. Building relationships and making others feel important doesn’t take genius, but it does take consistent effort and authenticity.

Think about the unique aspects of the relationships you want to touch, and deliver custom, relevant, personal outreach at every opportunity. Be present; be a go-to; be who you genuinely are, not some curated persona on social or a once-a-year check-in or someone only seeking out their next referral.

Remember, the world today is not only digging out of a year-plus of pandemic-weary living; it has reprioritized what’s important and has a keener sense of what’s untrue. Be other-centric in how you deepen, enrich, share and stay top of mind to the relationships in your life, and via direct or digital outreach, you’ll bring value.

Delivering valuable real estate is more straightforward. If you’re newer to real estate, build credibility by sharing quantified, data-focused market knowledge at every opportunity. If you’ve been in the business for a while, yes, you’re busy and the market’s been like no other. Still, always be other-centric in sharing what’s valuable to those asking you about the market and relying on your expertise. Simply stating that your business has been busier than ever may be perceived as “too busy.” Keep answers specific to those asking you the questions, and create value with what and how you share.

A few simple questions will help you stay in tune to whether or not your outreach is effective. Do you get response or engagement, or never hear back? Remember, half of a relationship is not a relationship. Is your sphere of influence organized? Do you then customize your outreach based on that? Make sure you’re sending what is top of mind and relevant to your recipients, and go beyond the usual, like geographic farming.

Again, always be authentic. Curating a brand or image that’s not true to who you are is not only ineffective, it’s extremely difficult to sustain or find long-term success with. Think genuine rather than simply strategic, and you’ll win in life and real estate.
Indeed, hearing a voice or seeing a face will never become obsolete. And of course, we’ll continue to deliver valuable outreach at scale via technology. Enhance and enrich your relationships at every opportunity, and strengthen your credibility by sharing your specific real estate knowledge and experience with those you know and those they know. Spend your time wisely and consistently on all fronts, and you’ll create a template for long-term, sustainable growth in any market.

Since 2011, Maria Malin has worked exclusively in real estate coaching and training for @properties and Compass in Chicago, writing, developing and teaching content to assist Illinois real estate brokers with building and growing their business. Brokers who regularly coached with her in 2020 grew their business an average of 76%. Maria recently launched her own real estate coaching business, works with all brokerages and can be found at mariamalincoaching.com.