According to one recent study all of the popular social media networks combined have nearly 3.725 billion active users between them. To put that into context, this represents the vast majority of the 4.54 Read more...
According to one recent study all of the popular social media networks combined have nearly 3.725 billion active users between them. To put that into context, this represents the vast majority of the 4.54 billion Internet users worldwide - and a pretty significant percentage of the 7.8 billion people on our planet.
Whether you're attempting to reach the largest audience possible as a Realtor or want to attract the attention of a small, niche and decidedly local market, social media can help you do all of this and more. But it's important to understand that you need a genuine strategy at the heart of your efforts - something to not only help make sure you're moving in the right direction, but that is also custom built to help you accomplish your specific goals (regardless of what they happen to be).
Therefore, if you truly want to succeed on social media sites like Facebook, Instagram and Twitter as a Realtor in the modern era, there are a number of best practices you'll want to keep in mind.
It All Begins and Ends With Value
By far, one of the most important opportunities that you have to leverage social media to your advantage as a Realtor involves communicating the raw value you're able to bring to the table as clearly and as concisely as possible.
Really, this is a best practice that you should be following across all of your marketing endeavors - not just social media, but it will certainly help. Generally speaking, everyone you're going to be communicating with probably already knows what a Realtor does in a large, over-arching sense. They don't need you to provide them with an overview of your job description.
This means you shouldn't be afraid to dive deep into the parts of your job that a lot of people don't think about - like how you're an expert in the ever-changing conditions of your local market. Showcase your knowledge of the average time on the market for homes in your area and provide insight into what it means to be a buyer's market versus a seller's market.
Ask yourself what you would want to see if you followed a local Realtor.
The answers to this question will guide every piece of content you create - not only for social media sites like Facebook and LinkedIn, but all across your marketing strategy. Always place the emphasis on the people you're trying to reach instead of yourself.
You Have to Play the Numbers Game
Another important thing you need to be aware of in terms of leveraging social media as a Realtor involves the fact that you should NOT be shy to send direct messages on sites like Instagram, Facebook, LinkedIn or even Twitter. If there's a particular niche that you serve, always go out of your way to reach out and make direct contact with someone to see if you can begin a conversation online and continue it in "real life."
Now, the critical thing to understand about this is that you should NOT expect every single person that you message to write you back. They may never see your message at all - or they may leave you on "read" and never respond.
This is perfectly okay... so long as you're aware that it's an inevitability and that you do NOT take it personally. Just keep reaching out to the people in your target audience in a concise, consistent manner.
But if you send messages to 100 people, maybe 20 will respond. Good news - now you have 20 opportunities to convert prospects into genuine leads that you didn't have before you started.
Always, Always, ALWAYS Research Someone First
But while reaching out to people via direct messages is always recommended, it's definitely not something you should do blindly. Luckily, you already have a resource that will tell you just about everything you need to know about someone:
Their social media profile.
Before you send any type of message, make sure that you take a long, hard look at their account for five or ten minutes. This is critical because if someone just posted a picture 20 minutes ago about how their cat passed away earlier in the day, they're definitely not going to be receptive to a hard sales pitch. At best, you're wasting your time and you'll never hear a response from that person. At worst, you'll inadvertently cause such a negative experience that they'll tell their friends and family members about you and at that point, every one of those people is cut off from you permanently.
Personalize, Personalize, Personalize
Speaking of personalization, one of the biggest mistakes that you can make in terms of establishing your social media presence as a Realtor involves simply copying and pasting messages from person to person.
There's no faster way to get someone to hit that "Delete" button than to open a message with "Dear Sir/Madame."
These days, people don't want to be "sold to" any longer. They simply don't have the time or the patience for it, considering that they're being bombarded by marketing messages nearly every minute of the day. They get ads in their email inboxes. They get ads on the websites they visit. There are already paid ads on social media. People have started to tune them out - they're little more than "white noise" at this point.
The Power of Visual Communication
For example, don't be afraid to send pictures through direct messages of houses or buildings that you or your company has recently sold. Sure, you could go into detail about the transaction and what the property has to offer - but you won't be able to make the same type of immediate impact that a picture can with text alone.
Overall, this visual approach helps you accomplish a number of things, all of which are critical to your social media success. For starters, images again are just naturally more engaging than text alone and if there's one thing you need as a Realtor on social media, it's engagement.
But secondly, images are a great way to show off that you or your company (in the case of new agents) are very active in your community and the area you've dedicated yourself to serving. If people can see all of the real estate transactions you've been a part of, it again starts to establish you as someone worth paying attention to. This in turn generates an enormous amount of social proof as people start to share those images, thus exposing even more potential clients to your brand.
Whether you are just starting out in our great real estate business or you are a veteran Realtor it doesn’t hurt to lean into social media as far as possible and cultivate new relationships.
Love,
Kartik
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The truth is that any marketing can work it’s just a matter of how effective it is. As it relates to direct mail, it’s hard to envision a world where the volume of mail is dropped to absolute zero. Read more...
The truth is that any marketing can work it’s just a matter of how effective it is. As it relates to direct mail, it’s hard to envision a world where the volume of mail is dropped to absolute zero. As a consequence, direct mail marketing should be here for a good while.
The question really comes down to what are some best practices to succeed in making connections that start at the mailbox.
1. Test the Market
It may take a few tries to get your target market down. But don’t give up — once you figure out what works, it will be so much easier to continue. Every real estate market has different types of clients, different price points and potential clients with varying needs. Consider creative approaches like sending direct mailers to those living in apartment complexes to convert them to buyers. Consider sending mailers to a down market on an up market listing and aim for two transactions from one mailer.
As an example, let’s say you have a $900,000 listing. Consider sending information on that $900,000 listing to a $650,000 neighborhood encouraging them to sell their smaller house and upgrade to a larger one.
To this end, A/B testing is absolutely critical. Keep track of what you are sending and to who you are sending it and note the response rates. Pour resources into it.
You never know who is thinking about buying real estate and if they see your marketing materials, you’re going to get the call.
2. Point Your Direct Mail To Your Web Presence
The world of print should always point to easy-to-find information about how to contact you on social media or online. People want to see that their potential agent is relevant online and has a web presence. By checking you out online, potential clients get a feel for whether you're a good fit. If they find you easily accessible and active, they’re likely to refer you to friends after you work together — or even call you again if they make another big decision!
Consider linking all your social media channels on your postcard or letter to make it easy for leads to connect with you. Folks tend to lose interest if they have to search high and low to find you.
3. Be Personal
Ever get mail that just reads “current resident” with your address? How impersonal does that feel? Include the person’s name, because a personal detail goes a very long way. If this person gets two mailers, the one that has their name will likely stick around awhile — at least longer than the one they received that could have gone to anybody.
Most title companies will pass this information to you in the .csv file for your farm mailers.
4. Speak Highly of Yourself
Include ratings, success stories or testimonials if possible. You could even center your whole campaign around a few happy customers in your target market. Hesitancy will decrease significantly if someone sees that other people have been happy with a service.
5. Make It a Keeper
When considering USPS mail, consider adding features that will make your information less likely to go in the trash. As it relates to real estate, this means market data that is hyper local and relevant to the area you are mailing to is less likely to be thrown away.
6. Focus on Cohesive Horizontal Design
Picture your client walking up the steps from their mailbox, likely at the end of the day, fumbling with groceries, keys or even more. Most of their mail, envelopes, postcards and menus will have a horizontal orientation. Don’t be an outlier, or you’ll likely get tossed. Design your mailer to be cohesive and not intrusive. Make sure they don’t have to turn it every which way to get your message. Make it easy for them.
Direct mail is a great way to get exposure. It’s often less expensive than billboards or other advertising methods and it can be passed around and seen by many sets of eyes. Figure out what works for you, and you'll see success.
Whatever the marketing channel, remember that consistency always beats out creativity so just keep going!
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In any real estate transaction, there are closing costs that are to be paid by both the buyer and the seller, and it's important to remember that these can vary from state to state and transaction to transaction. Read more...
In any real estate transaction, there are closing costs that are to be paid by both the buyer and the seller, and it's important to remember that these can vary from state to state and transaction to transaction.
I wanted to give you a quick run down from both a buyer and a seller perspective for California.
Typical Closing Costs Paid by the Seller
Let’s start with closing costs that are typically paid by the seller. A back of the envelope estimate would reveal that it would cost most sellers between 6 and 8 percent of the sales price to sell their home. The majority of the this is going to be wrapped up in real estate commissions as the seller generally pays between 4 and 6 percent of the sales price to sell it. The other 1 to 3 percent may be in other closing costs like back property taxes that are owed by the seller that will have to be paid at the close of escrow.
Even if the property taxes are not delinquent, these taxes are a seller responsibility until the escrow closes. For example, if the transaction were to close on April 10th, the property taxes up until April 10th would the responsibility of the seller. Anything after that date would be passed to the buyer side of the closing. Sellers will also have to pay their share of escrow fees and any back homeowner association dues until the date that the escrow closes.
The seller will also pay for any repairs that the buyer successfully negotiates during the escrow process. A home inspection, for example, might reveal that a roof is leaking and instead of the seller fixing the roof, the buyer may ask for a $7,000 credit to fix the roof in lieu of the actual repair. This would be deducted from the seller's proceeds at the close of escrow.
The industry standard in California is also that the seller will pay for a title insurance policy protecting the buyer.
Common Closing Costs Paid by the Buyer
As it relates to the buyer, a quick estimate of their costs would reveal a range between 1-3 percent of the sales price, with most of this is going to go to fees charged by the lender.
A lender may charge a fee, known as a point that is equal to one percent of the loan amount. The point could be categorized as either a discount point or an origination point. The difference between the two is that a discount point is a point paid to the lender to lower the interest rate on the loan. An origination point, on the other hand, is a fee that is paid to the lender to compensate them for actually doing the loan.
Generally, buyers will also pay the lender a credit report fee and are also responsible for their share of prorated property taxes. Generally, buyers will also pay for a title insurance policy covering the lender. This is different than the owner's title insurance policy that I described above that the seller paid for to protect the buyer.
What this means is that there’s two policies of title insurance in connection with a real estate transaction on which there is a loan. First, there is an owner’s policy to protect the buyer as well as a lender policy covering the lender. Buyers will also pay for their share of any escrow fees which are negotiable in California.
Speaking of escrow fees, it’s important to note that there’s usually a base escrow fee of between $200 and $400 and then the escrow fees themselves are often $2-$3 per thousand per side. Larger real estate transactions of several million dollars might have a lower per thousand escrow fee. It's also helpful to remember that many of these fees are negotiable. Certainly real estate commissions are negotiable but an often overlooked point is escrow fees can also be negotiated with the escrow holder.
How to Calculate Closing Costs – A Simple Example
As an example on a $600,000 purchase the base escrow fee might be:
$300
+
$2/$1,000 = 600 x $2 = $1,200
$1,200 + $300 base fee = $1,500 for each side of the deal.
Buyers also generally pay for an appraisal on the property as required by their lender and a home inspection and other inspections as part of their due diligence.
Before you get your real estate license in California, it's important to familiarize yourself at some level with the typical closing costs, so you can properly inform your client. Often, real estate agents will produce something called a net sheet which estimates the costs to complete a transaction. Your broker should train you on how to properly fill these out so you can demonstrate that you're as informed as possible.
Love,
Kartik
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Generally speaking, it's common knowledge that real estate agents are required to be licensed in the state in which they practice. This is more than just a simple formality, of course. Taking the real Read more...
Generally speaking, it's common knowledge that real estate agents are required to be licensed in the state in which they practice. This is more than just a simple formality, of course. Taking the real estate classes and becoming a licensed agent proves that you've gone through the training and education necessary to do the job. It's also an example of your commitment to follow the industry ethics and standards of your specific state when it comes to marketing, sales, negotiations and the completion of transactions.
But more than that, a real estate license is also proof of your dedication to all of these ideas in the eyes of your potential clients - thus allowing them to move into a deeper and longer-lasting relationship with you with as much peace-of-mind as possible.
As you progress in your career you may have to hire an assistant one day who might not be licensed to help you manage some of the day-to-day aspects of your operation. Because of this, questions often arise as to exactly what these assistants can or cannot do. Are they a real estate agent in everything but the name? Are their duties limited in some other type of way, especially in the eyes of the law?
Luckily, the California Department of Real Estate has issued a set of guidelines specifically for these unlicensed assistants who work in the real estate industry, shedding insight into exactly what is expected of them and, more importantly, what isn't. It's an invaluable resource for anyone involved in a real estate transaction and understanding it requires you to keep a few key things in mind.
What Unlicensed Assistants CAN Do in California: An Overview
In the state of California, unlicensed assistants are definitely allowed to assist in the performance of cold contacting potential prospects. Indeed, this is a large part of the reason why real estate agents may seek out their help in the first place.
This includes not only making telephone calls, but also using electronic communication like emails or social media sites like Facebook and Twitter to try to generate as much interest in the services of the real estate agent as possible. The unlicensed agent can answer questions about what types of services that the agent can provide, and they can even schedule an appointment so that all parties can meet.
It's important to note, however, that this type of canvassing can ONLY be used to develop general information about the person being called. An unlicensed agent can call to determine whether or not someone would be interested in the services of the real estate agent, for example. They can NOT try to induce the person to use the agent's services in any way.
Another way that unlicensed agents often prove invaluable ultimately comes down to the role they play in open houses. Unlicensed assistants are absolutely allowed to place signs in public areas throughout the neighborhood, for example, and can provide factual information about the house in question either verbally or through pre-printed materials. They can greet the general public when they walk through the door and can even schedule times for further appointments. All of this can again save the agent an incredible amount of time, thus allowing them to devote more of their attention on those tasks that truly need them. They have to do all of this with the express consent of the owner however - they can't just decide to do it on their own.
The Administrative Roles of the Unlicensed Assistant
Unlicensed assistants are also allowed to help their agent in other ways, too, particularly when it comes to a lot of those "back office" duties that are important but that also require a tremendous amount of time.
In the state of California, an unlicensed assistant can:
Make, conduct and even prepare a comparative market analysis for a particular property. It's just that only the licensed real estate agent can actually use it when conducting business, and they have to approve everything contained within the document first.
Unlicensed assistants can let a prospective buyer into a property to inspect some or all of it, so long as this activity is necessary for the preparing of a report regarding future repairs that will be made. So an unlicensed agent can give a home inspector access to a property prior to a sale, for example. It's just that they cannot provide them with any supplementary information to actually complete that report - that will need to come from the agent directly.
Unlicensed assistants are not only allowed to prepare advertising relating to a transaction for their employer - they can actually have input on the design elements of those materials, too. Once again, the agent with the license will need to approve everything before it is published and made available to the general public.
Unlicensed assistants are also allowed to both prepare and complete documents before and during a transaction, so long as they do so under the supervision (and at the direction) of the licensee.
Unlicensed assistants can also mail, deliver and pick up documents relating to a transaction - including obtaining signatures. While they are doing this, however, they are not allowed to discuss the content or relevance of those documents. An unlicensed agent can bring something to a client's house to have them sign it, but the conversation isn't allowed to get any more detailed than that.
On the subject of documents, it should be noted that the guidelines state that unlicensed assistants are also able to thoroughly review the types of materials commonly coming into and going out of a real estate brokerage - so long as their employer has specifically directed them to do so. Overall, they can review documents for completeness or compliance, for example.
Finally, unlicensed real estate agents are allowed to not only accept but also account for and provide a receipt for any trust funds received from a client or other party to a transaction. Of course, this means they can also communicate with those same individuals in connection with the transaction about topics like when reports or other information will be delivered.
In the end, it's important to think of an unlicensed real estate assistant in the state of California as exactly what they are: an assistant in nearly every sense of the term. Under Section 10131 of the California Business and Professions Code, the state government has made it very clear which activities actually require a real estate broker license to execute. Nothing in these guidelines supersedes them in any way, shape or form.
But that's okay, because an unlicensed assistant isn't supposed to replace the need for a real estate agent at all. Instead, it's supposed to support and empower them - helping to relieve as many of the administrative tasks from their plate as possible so that they can focus their attention on actually running their business and executing real estate transactions.
To that end, an unlicensed assistant in the real estate industry really might be thought of as a paralegal in the legal profession. Paralegals are usually employed by lawyers to devote their attention to specialty tasks like case planning, development, management and others. They research legal topics and provide support for any tasks that don't require a law degree. They're not a replacement for an attorney, but then again they were never designed to be and that's not what is expected of them. An unlicensed real estate agent really does operate in much the same way, albeit via an entirely different field.
Finally, it’s important to remember that the rules can change on what the state allows an unlicensed assistant to do so it’s important to check your state’s rules periodically to ensure that you are following the rules.
These guidelines are intended to help not only real estate agents but also the members of the public that they've dedicated themselves to serving - which is ultimately the most important goal of all.
If you are unlicensed and would like to obtain your real estate license visit our website for more information or take one of our free classes
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In the real estate world, building an effective real estate team is a growing trend. Rather than working independently, real estate professionals, and even our real estate students are starting to plan Read more...
In the real estate world, building an effective real estate team is a growing trend. Rather than working independently, real estate professionals, and even our real estate students are starting to plan ways to build teams of agents that work with them to make their business run.
These teams have one leader normally known as a “rainmaker”, then a number of support staff underneath who make things happen.
If you are considering the team approach to real estate, getting a team off the ground can be your biggest hurdle. Here are some tips for starting and growing an effective real estate team that will fuel your success.
Step 1 – Self-Evaluation
The first step in building a real estate team is your own personal self-evaluation as the potential team's future leader. What are your strengths and weaknesses? By pinpointing these, you can start building a team that will support your weaknesses and build on your strengths.
Next, consider what you need out of your real estate team. Do you need more buyer agents so you can list more properties? Are you looking for a Transaction Coordinator to help you with the paperwork on your files? Do you need help with your marketing and advertising copy? The answers to these questions will help guide you as you build out your organization.
Finally, prepare your systems. Before connecting with people for your real estate team, make sure you have a foundationally successful real estate business and know how to generate leads. One of the biggest things that potential recruits will want to know is whether or not you have a system in place to bring in leads for them to handle. Once you have a system in place, people will be more willing to buy into your vision.
Step 2 –Choose Your Professionals
Next, choose the professionals you need on your team. Your needs will vary depending on your goals and your skills and weaknesses. It will also vary depending on the structure of your team, whether you are looking to manage a team of sales professionals to support your efforts as an agent or are looking to lead a team of agents.
Some common pieces to a well oiled real estate team include:
Buyers agents
Contractors
Appraisers
Attorney
Accountant
Inspectors
Copywriter
Marketer
Make your list, and start looking for qualified individuals to fill those positions.
Note that lots of these folks don’t necessarily need to be full-time and on your direct payroll. Starting out as a new agent, you’ll want to build out a list of vendors that you know and trust to do the job right for your client.
Step 3 – Start Hiring
Now you are ready to start looking for qualified people and bringing them on to your team. Be careful about the professionals you hire. Make sure they are ready to work in a team environment and have the skills you need.The first person to bring on board as you build your team might be a virtual assistant or transaction coordinator. Your virtual assistant will manage email and office work so you can focus on the client facing aspects of your business. Your TC should ensure that your files are compliant and that all parties are receiving and signing paperwork in a timely way.
The nice thing about building out the administrative functions of your team first is that the virtual assistant can often be turned on and off as needed and the TC can be paid on an a per-file basis.
Make sure you're finding people who are a good fit for your team. One way to determine this is through personality testing. Personality testing will tell you if the person you're interviewing is a good fit for a sales-based business. Look for positive people with a passion for real estate to add to your team.
The personality testing can be critical in preventing turnover of your team. The innate personality of a buyer agent will be vastly different than someone in a dedicated administrative role.
Step 4 – Delegate, but Stay Involved
Once you have a team working well under you, start delegating responsibilities. However, make sure you stay actively involved. This is not the time to walk away from your real estate business. Instead, it's a time to jump in and lead by example. If you've hired well, you should be able to delegate responsibilities with confidence, while still taking an active role in the day-to-day operations of your real estate business.
Step 5 – Keep Recruiting
Even after your initial team is set, continue recruiting quality talent, especially talented agents. If you have proven sales systems in place with active lead generation they will be attracted to your team. Once you have them, make sure you have the right incentives to keep them invested in your team. Retention is just as important as recruiting, and you'll only retain quality people if your team provides them something of value.
Remember it is far more expensive to hire a new person than to retain an existing one.
Step 6 – Focus on Lead Generation
So what could you bring to the table that would make qualified real estate agents want to be part of your team? For many real estate teams, the answer is qualified leads. Finding a source for leads and then offering those leads to the professionals you bring on to your team is a key factor to the success of any real estate team. Your source may be direct-mail campaigns, social media postings, or other online marketing, but find a lead generator and use it well.
Step 7 – Take Care of Clients
Make sure you have a system for your team that keeps clients comfortable while they list with you. You may delegate this to one particular agent or team member, or you may have a proven system in place that each agent follows with their delegated clients. Keeping clients satisfied throughout the sales process will make your team more effective and help with your team member retention.
Step 8 – Keep Refining Your Processes
As you get the freedom to step away from the direct sales of your business, use your new time to refine your sales process for your team. Constantly evaluate what is and isn’t working and make changes and adjustments accordingly. Check with your team members regularly to ensure they are using the systems you have put in place to run their part of the business. Keep lines of communication open to ensure everyone knows what their responsibilities are and what they can expect from you.
Step 9 – Add Training as You Continue Building
After you start your team and get it moving along successfully, you may wish to grow it. Before on-boarding new licensed real estate agents or other real estate professionals, make sure you have solid training in place. Teach your new recruits what you expect and how your business operates, so they can come on board as solid, productive team members. Soon, your process will replicate itself as your team, and your income, continue to grow.
Real estate teams should allow you to make more sales and close more deals than you can do on your own. With these tips, you can build a successful team, retain the talent you recruit, and see your income continue to increase year after year.
Love,
Kartik
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People considering signing up for real estate classes commonly ask the question “Can I do commercial real estate once I get my real estate license?” The answer to this may vary depending on your state. Read more...
People considering signing up for real estate classes commonly ask the question “Can I do commercial real estate once I get my real estate license?” The answer to this may vary depending on your state. In the case of California, our Department of Real Estate makes no distinction with regard to licensing commercial or residential real estate agents. The same license to sell a house would be the same license to sell a large building .
While this is encouraging for the new licensee considering beginning a new career, it’s important to understand that there are different specialities as it relates to the world of commercial real estate.
The five commercial real estate disciplines are office, retail, industrial, multifamily and raw land sales. With the exception of land, each of these areas have a couple of different ways to make money: Leasing and sales.
While real estate commissions are negotiable in California, the typical percentage earned is 3-6 percent of the transaction value regardless of whether you are leasing or selling the underlying real estate. As an example - Let's start with a commercial lease.
Imagine you are a commercial leasing agent and you have a dentist looking for 3,000 square feet of space in Los Angeles, and the rent is set at $3 per foot. She is likely going to be signing a lease for a five year term or 60 months. 60 months x $9,000 per month is a $540,000 lease value. This doesn't take into account annual rent increases that you'll likely be paid on also. Generally, representing this dentist would yield you a $16,200 commission. ($540,000 x 3% = $16,200)
This is a handsome payday considering there's no escrow period, no appraisal, and there’s no home inspection. No request for repair or even a termite report. You sign the lease, generate an invoice and get paid. On commercial sales, the commissions can be even larger. Imagine a $6 million office building. You would generally get 3% of this. Your commission would be around $180,000. Not bad.
Commercial real estate can be a lucrative career for someone seeking something a little different from the day to day life of selling houses. What's also nice about commercial real estate is that there are so many different disciplines. You can focus on selling shopping centers or office buildings, or even helping developers find land on which to build. Each one of these practice areas requires a different skill set and has unique vocabulary depending on what you are selling.
For example, in industrial real estate the wiring and power capacity might be important. Do we have 3-phase power? In retail the co-tenancy would be a consideration. Who are the other retailers in the center and how can they help drive traffic to my store? Office and the other disciplines have their own unique considerations.
When you get your real estate license in California, it doesn’t have to be about just selling houses. There are a lot of other career choices that are less competitive, but more lucrative than residential. If you are considering doing both it’s important to bear in mind that very few real estate companies do both well. The skillset, paperwork and databases to sell houses are actually different than those associated with selling commercial.
That's why it's important to make sure that when you do get your real estate license in California, you are lined up with a brokerage that can set you up to succeed. Commercial real estate databases like LoopNet or CoStar can be quite expensive and most residential real estate companies don't have active subscriptions. Similarly, most commercial real estate companies don't have MLS access like a Century 21 or Keller Williams would.
If you have any questions about getting your license or if I can help you get started please call me at 888 768 5285 or drop me a message.
Love,
Kartik
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A question I get frequently from first year real estate agents is “How should I prepare for a listing appointment?” A real listing appointment. Not your mom’s house or your best friend from college Read more...
A question I get frequently from first year real estate agents is “How should I prepare for a listing appointment?” A real listing appointment. Not your mom’s house or your best friend from college but a genuine listing appointment from someone you don’t really know.
I wanted to put together a quick guide that will help you as you move through the process of pitching your first seller client! While this is not exhaustive, it should get you closer to a signature than just winging it.
1. Make sure that the person you are meeting with is the owner
The first step to having a great listing presentation is to ensure that the person you're meeting with is in fact, the true owner of the property. As an agent, you don't want to be on the wrong side of real estate fraud. While you don't necessarily need to see a driver license on the first meeting, use common sense. If the person on title is a female, for example, and you're meeting with a male who says they're the representative of the owner, it's important to dig deep and ask additional questions. In that case, that person may have power of attorney over the recorded owner, but your title insurance company and escrow company will need those documents anyway so ask for them upfront.
2. Research liens on the home
The second step is to call your preferred title insurance company and have them pull title on the home to examine liens against the property. This is a prudent second step for a lot of reasons. First, you want to make sure that the market value of the home is greater than any existing liens. If not, this could turn into a short sale, which would trigger an additional set of documents and an entirely different process.
Additionally, a search of the title will reveal if there are any notices of default recorded on the property, which in many states will require a different purchase agreement. A title search is also important because it shows the owner that you were prepared for the listing appointment and are able to work with title to eliminate any liens that may be showing on the property in error.
3. Have a well researched CMA
The main reason that most properties expire out is an improper pricing strategy. A CMA will examine three aspects of the market:
1.The active listings
2.The expired listings
3.The recently sold listings.
Clearly the most important part of this research are the properties that have recently sold as they represent a willing buyer and a willing seller doing a deal with one another. However, the active properties are also important because it shows the seller what the competition in the area is. Finally, the expired listings indicate a warning as to where you should not be pricing the property.
4. Have your documents ready
All documents should be ready for the listing at the time of the listing. You should bring any state required forms you need to take a listing as well as a listing contract itself. The worst thing in the world is to have the seller say that they are ready to list, and you not have the appropriate documents.
Bring multiple copies of the listing contract with you incase you need to make notes or changes.
5. Leave your judgement at the door
If the seller has experienced a loss in income or a layoff requiring them to sell the property, it's important to be empathetic to the needs of the seller and listen while working diligently to try to maximize the net proceeds to the seller.
Understand what your unique selling proposition is, have confidence that you and your company can get the property sold. And don't forget to smile. =)
6. Handle objections professionally and with ease
It's quite likely that you'll face some objections when making your presentation. Invariably, you may get questions about whether you'll “do it for less”, “price it higher”, or “how many years you've been in the business”. It's important to research as many of these potential objections as possible, and have scripted and truthful responses to the seller’s concerns.
There are a ton of free resources online to help in this if your broker doesn’t provide enough training. There are YouTube videos, blogs, and articles that can help you wade through the sea of a dozen or so objections that are most common in our real estate business. Remember that proper prior planning can prevent poor performance and the more you prospect, role play, and rehearse the greater the likelihood of you taking every listing appointment that you go on.
Remember you have to list to last!
Love,
Kartik
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Generally speaking, helping a buyer purchase a home should be one of the most fun and exciting times ever. However, sometimes life has other plans for you and your client.. and they don't necessarily Read more...
Generally speaking, helping a buyer purchase a home should be one of the most fun and exciting times ever. However, sometimes life has other plans for you and your client.. and they don't necessarily line up with your own.
Experienced agents have all been here - Imagine for a moment that you're helping your buyer shop for their dream home. You've done a tremendous amount of research and have put in significant time and effort into finding something that meets the needs of your client. You’ve written the strongest offer possible and the communication with the listing agent looks good. Things are finally starting to go your way...
... but you end up not getting your offer accepted.
The sense of defeat you feel in that moment can be crushing, to say the least. But that DOESN'T mean your search for the perfect home should come to an end.
As a buyer's agent, one of the most important things you can do in that moment involves helping the buyer get back on track so they can continue to shop and finally secure that home they've been waiting for. Getting to this point isn't necessarily difficult, but it DOES require you to keep a few key things in mind along the way.
Let the Mistakes of the Past Inform the Decisions of the Future
After getting outbid on a terrific home, it's natural for buyers to start to second guess nearly everything that led them to that point. Obviously, they don't want to make the same "mistakes" again in the future - regardless of what those mistakes happened to be.
As a buyer's agent, part of your job is to instill confidence in your client to the point where they believe they won't fall into the same trap a second time. Of course, this involves taking a look back at what happened and helping them learn from the experience in the most positive way possible.
If part of the reason why your buyer was outbid had to do with their insistence of lowballing, help them understand that buyers can often lose out on their dream home by engaging in exactly this type of behavior. Not only can a really low offer offend a seller - even unintentionally - but it can also make them less likely to negotiate upwards, even if your client is more than willing to do so.
Let your client know that they should find out what type of situation they're entering BEFORE they make their bid. Don't be afraid to come right out and ask if there are other offers and where those offers stand. At the very least, this can help manage their expectations prior to engaging in another bidding war over a property.
Encourage your buyer to consider things that go above and beyond a simple monetary offer. Let them know that they can write a letter to the seller, for example, outlining why they love the home and why it means so much to them. You'd be surprised by how much of a difference this can make when a seller is trying to decide between similar offers.
Put in Backup Offers in the Future
At the same time, you should also encourage your client to put in a backup offer on any home that they're serious about in the future. Even if a seller has indicated that they're going with someone else, this is still a great best practice to follow.
You really never know exactly what is going on across the negotiating table. That "accepted offer" from another buyer could fall apart due to a myriad of different reasons. Maybe those buyers got cold feet, or they were unable to secure the type of financing they thought they could. In any event, let your client know that there are still ways to be the "first in line" if that current deal should happen to fall through.
Have Them Believe Another “Dream Home” Is Out There
But in the end, the most important thing you can do to help your buyer get over a house that they lost involves getting them to believe the simple truth that another "dream home" will absolutely come along.
Don't forget that part of why they're working with an agent like you comes down to your negotiating skill. Not only do you have the knowledge from your real estate courses, you (or your company in the case of a newer agent) have been around the block more than a few times and at this point, you've likely seen it all.
With the real estate market developing as it is the chances are high that you'll be able to find a similar home for your client to the one they lost. You'll probably be able to find one that's even better, provided that you're given enough time to do so.
Indeed, that may very well be the most important piece of advice for this situation: tell your client that it's time to stop looking backwards and to return their attention to the future once again.
Love,
Kartik
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"Why do I need a Realtor, anyway? My house is beautiful and it should be easy to get the best price for my home. How hard can that really be?”
Many people pondering selling their home ask themselves Read more...
"Why do I need a Realtor, anyway? My house is beautiful and it should be easy to get the best price for my home. How hard can that really be?”
Many people pondering selling their home ask themselves some variation of those questions early in the process. On the one hand, it's natural to wonder why you need help during a process that seems fairly simple with the help of the Internet.
But at the same time, selling a home is so much more than just another transaction. It can be a long, complicated and precise process that is unfortunately easy to "get wrong" - which is why partnering with a Realtor isn’t only a recommendation these days.
For most people it's become a requirement for a lot of reasons that I wanted to outline below.
Why Realtors Matter: Breaking Things Down
1. A Realtor’s Experience is Invaluable
Maybe the most important reason to bring in a Realtor is that the process of successfully selling a home isn't just lengthy - it can also be inherently complicated. A Realtor brings with him or her a wealth of experience that you simply won't be able to match on your own.
Think about all of the forms, reports, disclosures and other documents that you'll need to complete as a part of this process. Typically these number in the dozens - all of which are filled with reams of technical jargon that can be difficult to understand. Unless you're prepared to become a master in the field while also devoting as much of your attention as possible on getting the best deal for yourself, the chances are high that you may be looking at unfortunate delays (or worse - costly mistakes) if you get this part of the process “wrong."
A Realtor, on the other hand, can help you avoid all of these issues so that you can focus on the big picture piece that matters most: the sale itself. Indeed, they're a partner in the best sense of the term - one that is every bit as vested in your own success as you are.
2. A Realtor Possesses Market Expertise
Another one of the major reasons why working with a Realtor is a good idea is because they're true experts in the state of the market. Active real estate professionals study the market intently. Not just from behind a desk, but also in the field. They are out there each and every day looking at homes and properties just like yours. They really have their finger on the pulse of the market. An overpriced listing is one of the main reasons that property doesn’t sell. A solid Comparative Market Analysis done by an active Realtor can help ensure that your property is priced realistically and competitively.
Everyone wants to get the best deal when selling their home, but everyone has a different definition of the term "best". By providing you with access to objective information rooted in the study of the local real estate market, a Realtor can make sure that everything about your deal proceeds properly.
Note that oftentimes the peace-of-mind that comes with this alone is more than worth the decision for most people.
3. A Realtor Knows How to Market
At the end of the day, one of the most important reasons why consumers hire a Realtor has to do with getting your property in front of as many eyes as possible, all in the name of building anticipation and excitement through all marketing channels.
One of the biggest mistakes that a lot of people make when trying to sell a home on their own involves the assumption that properties sell based largely on advertising alone. "All I have to do is take some incredible pictures and create listing on all of the popular sites like Redfin and Zillow", they tell themselves. "At that point, my house will pretty much sell itself!”
Wrong.
A lot of people don't realize that a significant portion of real estate sales actually come from the contacts that a Realtor brings with them. This includes relationships with past clients who may be in the market for a home again, renters looking to buy, and their own personal network of friends, family members and other associates. Because of this, a Realtor can expose your property to a wider audience than ever - something that you would again be hard-pressed to replicate on your own.
4. A Realtor Brings Negotiating Power to the Table
But overall, maybe the biggest advantage of working with a Realtor ties directly into the negotiation power and knowledge that they've spent their careers honing and perfecting.
All of this is to say that yes - it is entirely possible in 2020 to sell your home on your own. Some people even find success in it. But at the same time... is this actually something you want to do alone, especially if you've never done it before? When the stakes are this high, would you really want to turn down the opportunity to bring someone into the conversation who has been in this situation many times in the past?
In the vast majority of all situations, the answers to those questions are "no" - which is why partnering with a Realtor you trust is and will always be a good idea.
Love,
Kartik
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As a potential real estate agent it helps to understand how you will likely get paid for your time and expertise. I wanted to examine how agents commonly earn a living, how everything is split, and what's Read more...
As a potential real estate agent it helps to understand how you will likely get paid for your time and expertise. I wanted to examine how agents commonly earn a living, how everything is split, and what's risks you take on as a real estate agent in hopes of a payday.
The Common Standard: Commissions
The most accepted way for real estate agents to be paid is to charge the seller a commission which is then split among the buyer's and the seller's agent. This amount is typically between four and six percent of the sale price.
Like most sale transactions, there are exceptions to this rule. Raw land sales, for example, sometimes can be as much as ten percent of the total sale price.
On the other end of the spectrum, there are agents and companies that will work for a flat fee that is substantially less than on a percentage basis. Compensation programs like this are generally more common in seller markets where there are far more buyers than listings for sale.
How Everything Is Split
There are a few caveats to note about this seemingly simple arithmetic. The agent does not get to keep all the commission because they must work for a broker in California who will certainly take some portion of the total commission.
When it comes to how brokers split the money with their agents, a lot of it depends on the agent's experience. A brand-new agent may agree to work for a much smaller percentage as a means of getting their foot in the door. A seasoned agent may take all of their commission and pay their broker a fee to rent their desk in the office.
When starting out in our real estate industry, you can expect to keep between 50 and 70 percent of the commission starting out and this should increase with sales volume and experience.
The Risks of the Agent
It's not always easy to see the risks that the agent assumes if you aren't behind the scenes. Not only do agents have to pay the MLS fees as well as the costs of their insurance and dues, but you’re also taking some of the responsibility for the sale.
For example, let's say the agent spends six months trying to sell a home. They've found an interested party, but the buyers haven't quite formalized their offer. If the seller gets cold feet at the last minute, the real estate agent will typically not be paid. (If the seller had received a formal offer and then refused though, then the broker may have still been entitled to their commission.)
These risks explain why some agents seek salaried positions in property management for example rather than be beholden to the commission. These jobs do exist although they are on the rare side. The vast majority of real estate agents are commission-only for the duration of their careers.
Agents do more than just showcase a property in its best light. The right agent can spot red flags before they turn into legal hassles, counsel sellers about the quality of the offers, and give buyers a better idea of when to jump at a deal. Their efforts are rewarded when the sale goes through, according to the terms of the listing agreement.
Hope this helps explain a little about the world of the agent. If you’re interested in taking real estate classes, please give us a call at 888 768 5285.
Love,
Kartik
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