May Authorify Member Newsletter - Cyd Bornea

MAY 2020 AUTHORIFY MONTHLY

Valued Authorify Member, I know times are tough right now, and we’re all trying to find ways to continue working through the coronavirus pandemic. My name is Cyd Bornea, and I’m your Marketing Success Coach at Authorify. I wanted to write this month’s introduction to the member newsletter and share just a little bit more with you about MSCs, what we do for our members and how I can help you as you navigate doing business in the current market climate. So what does an MSC do for you? A variety of important things, all meant to help you succeed. We like to call your MSC “your connection to all things Authorify.” We manage your account, handle your onboarding process, help you get your books published, develop useful strategies for using the books, introduce you to additional resources (Authorify is not JUST books!), and guide your entire membership timeline so you can determine what works best for your individual business. Cyd Bornea Marketing Success Coach

In this issue of Authorify Monthly, we’ve included lots of helpful content, much of it specifically designed to help you work through the coronavirus. You’ll learn how to overcome listing objections once the pandemic ends, how to use your books and digital book link with members of your sphere, how one of our members is continuing to thrive in this difficult market, and how you can add our newest books to your Book Builder library. On behalf of our entire team, we hope you and your loved ones are staying safe during these difficult times. If you need any help with the strategies discussed in this newsletter, do not hesitate to reach

out to me. Sincerely, Cyd Bornea Marketing Success Coach

We have a premiere customer support department that can walk you through our site and show you how to maximize all of the benefits of your membership. Our support representatives are available from 9 a.m. to 6 p.m EST Monday through Friday. Email Support@Authorify.com or call 904.695.9933 .

WHAT’S NEW

In this course, you’ll learn: How to add your book to your email signature. How to successfully market your books on social media. How to partner with local vendors to establish yourself as the go-to real estate expert. Divorce Course https://training.authorify.com/courses/divorce-listings/

New and exciting things are always happening at Authorify, and we want you to be the first to know what we’ve been working on. Here are some of the most recent offerings we’ve released to Authorify members. New Courses Did you know your membership includes free courses to help you effectively use your books and grow your real estate business? Check out our latest additions to the membership site: Book Launch Course https://training.authorify.com/courses/book-launch/

Homeowners going through divorce often make the decision to sell their family home, and things can get a little complicated. You can be there to guide them through their sale and alleviate some of the stress during this difficult time. In this course, you’ll learn: How to approach and work with divorce attorneys. How to educate divorcing homeowners. Things to avoid when you’re working with divorcing couples.

Did you know you can start using your books before you even receive them? We'll show you how to achieve maximum demand for your new book and get it into as many hands (or on as many screens) as possible.

? FAQs WITH LANA Q: What are agents doing during COVID-19 to stay active with their marketing?

Lana Hamzic Marketing Success Coach

Great question! Our most successful members are using this opportunity to focus heavily on their social media presence and utilizing their digital book, as well as direct mail. Since everyone is at home, this is the perfect time to encourage people to read your book. The $97 is for your Authorify Digital Membership. It includes your digital book and the licensing agreement so you can use the books as your own. Plus, it gives you access to your personalized website, training, marketing materials, a coach, and more. It depends on your membership level. We’ve created membership options for all types of agents, whether you’re looking to just utilize the digital book or consistently plan on handing out books each month. Our membership plans are flexible and non-contractual, which means you can move between them each month to fit your changing needs.

What does the $97/month cover?

Can I get physical books with my membership?

HOW TO OVERCOME 6 LISTING OBJECTIONS AFTER CORONAVIRUS

Here’s how to respond to their concerns.

Right now, it may seem like there’s no end in sight for the coronavirus pandemic. As real estate agents, most of us have never dealt with something that’s so dramatically impacted our ability to do business. But the good news is, as devastating as this virus is, its global impact will come to an end. And when that time comes, the housing market should rebound , as it has after other pandemics. While a lot of sellers will be eager to jump right back in and put their homes on the market, others will need more convincing. Let’s talk about some of the listing objections you’ll hear after the coronavirus and how to overcome them. Objection #1: “I want to wait to see how the market is doing.” There is likely to be a level of uncertainty when all of us emerge from this pandemic. People who lost their jobs may still be trying to find new ones — or hoping their previous employers rehire them. Restaurants and stores that had to shutter during the crisis may or may not be able to reopen. Homeowners will feel that trepidation and may want to wait before making what they assume is a risky decision.

“You’ll miss out on the hot selling season.”

Regardless of the post-pandemic climate, we’re still heading into the hot selling season, when most sellers want to take advantage of the warmer weather — and an increase in the number of buyers looking to purchase. If sellers wait too long to list, they’ll miss out on the first wave of buyers eager to find a home now that they can venture outdoors again.

“If you don’t list your home, it won’t sell.”

There’s a saying that goes, “Inaction is the enemy of progress.”

Quite simply, if sellers don’t put their homes on the market, buyers won’t see them, and they won’t sell. Even if they aren’t in a hurry to sell, homeowners have nothing to lose by putting their homes on the market to see if they do. And if they are in a hurry to sell, that’s even more reason to list immediately. Waiting could cost homeowners more money than they’ve already lost, especially if their home is currently vacant and they’re paying two mortgages.

Objection #2: “I won’t be able to get as much money for my home right now.” True, home prices have taken a hit during the pandemic, as desperate sellers try to appeal to the buyers still willing to buy, but when the pandemic ends, pent-up buyer demand should bring them back to pre-pandemic levels. Unfortunately, you can’t expect your prospects to closely follow home pricing trends. That’s why you have to educate them or convince them why now is the best time to sell.

have recouped on their own sale in a better market.

“The price you get for your home largely depends on how it’s marketed.”

This is the perfect time to lean on the content in your books. Your book provides examples of times seemingly identical homes have sold for more money because they were staged or had better-quality photos. Explain how you’ll specifically market to the right buyers. Use your book to prove you’re an expert at selling homes for more money, and sellers will have more confidence trusting you to list theirs. Objection #3: “There won’t be enough buyers willing to buy my home.” This objection is easy to overcome because you can back up your response with data.

Here’s how to respond to their concerns.

“Check out these home prices before and after coronavirus.” Find comparable homes that sold before the pandemic and ones that just sold. Look for homes that sold for similar prices to demonstrate that home prices haven’t taken a significant hit in your area.

“Buyer demand is actually very high.”

Mortgage rates remain at historic lows and are likely to stay below 4 percent.

“Even if you get less for your current home, you’ll save money on your next one.”

Before the coronavirus, there was an overabundance of buyer demand and not enough homes on the market. Even if some of those buyers back out due to changed financial circumstances, there will be plenty of buyers left who still want to own a home and take advantage of low interest rates.

If prices do take a more noticeable hit, sellers who are looking to buy a new home can actually benefit from the lower prices (not to mention low interest rates). If they’re planning to move to a larger or more expensive home, the amount they save on their next home could be significantly more than the amount they would

If you can show home sellers that buyers are in fact making offers on homes, you can overcome their doubts and win listings. Objection #4: “I’m still scared to let strangers into my home.” Even once we get the all clear to resume life as (mostly) normal, some people will still be hesitant and overcautious. The key is not to downplay their fears or pretend to be an infectious disease expert. Instead, focus on what you can do to overcome those fears. “We will take extra precautions to make sure your home is safe.” April Hunter, another Authorify member, has been putting together sanitation kits for her sellers, including gloves and disinfectant wipes that can be left in the home for showings. She also reassures people that agents must adhere to a strict code of ethics that won’t allow them to bring visibly sick people into other peoples’ homes. “I do have a couple of listing appointments. I've been having them send me the photos. I've been having them send me videos. I'm running comparables. I can send them to them, a CMA, and then we can get on Zoom and we can share screen. And I let them know, ‘Hey, we have DocuSign. You don't have to leave your home. …We can still get you professional photos done. You don't have to be there.”

Colleen Souza, an Authorify member, has this to say about home buyers emerging from the pandemic. “Even with this blip that we're going to have here for a few months, with all the changes with the virus, a lot of them have a ton of money saved and they are ready to buy homes, and they are a large population,” Colleen says. “So they're going to start jumping into the housing market, continue to, and it's going to continue to bring lots of buyers to the forefront.” “I recently spoke to my lender, and he/she says rates will remain at historic lows, which means buyer demand will remain high.” Lean on your lending partners. Instead of simply giving your leads your own predictions or insights about the housing market, give them expert input from real mortgage lenders about current market trends. If possible, call up your lending partner when you’re meeting with potential sellers, or get them to record videos ahead of time sharing their expertise. Not only will their input give your sellers confidence in buyer demand, but it also proves you’ve got a top-notch team to back you up. Plus, your lending partners just gave themselves a big advantage with your potential clients if they are also purchasing a new home in the area. “Check out X number of houses that just went under contract in your area.” There’s no easier way to overcome this objection than by (politely) proving it wrong. Show your potential clients all of the homes that have gone under contract in the last day, week, or month — depending on the size of your market.

“I will screen all buyers ahead of time.”

“Check out my book that shows you how to sell your home for more money in less time.”

Colleen has also been taking extra precautions to put her sellers at ease. She is pre-screening and limiting the number of buyers who go into a home at any time. She and her husband, Bryan, are also currently attending all showings. “We're going to ask adults to hold the children's hands. ...We're going to ask them if they limit the touching of surfaces,” Colleen says. “We'll have most of the doors open for people already, and all the lights will be on.” All of these precautions may not be necessary after the restrictions are lifted, but the point is, speak to your prospects about ways to make them feel comfortable enough to move forward and work with you. Objection #5: “We are trying to save money and sell FSBO.” If you’ve ever tried to list FSBOs before, you know you won’t convert them using traditional sales tactics. Working with FSBOs is about building trust and setting yourself apart from the dozens — or even hundreds — of other Realtors calling them. In circumstances like these, it’s even more important to be sympathetic and understanding. Your book is a great hands-off way to prove your value to FSBOs without coming on too strong. “If you are planning on selling on your own, let me give you a copy of my book to help you through your sale.”

If FSBOs are serious about wanting to make more money on their home sales, your book proves to them the value you bring to the table — and shows them how much work they have ahead of themselves if they choose to sell alone. If the sellers are on the fence about working with an agent, rely on real statistics to convince them that working with you is the wiser — and more lucrative — decision.

Include this information somewhere in your presentation:

“According to research from the National Association of Realtors, the typical FSBO home sold for $200,000 compared to $265,500 for agent-assisted home sales.” Objection #6: “I had my home on the market during the pandemic and it didn’t sell. I’m afraid it won’t sell again.” It’s important that these sellers understand the coronavirus market isn’t a normal market. But you also have to be sympathetic, hear out their concerns, and help the sellers overcome them. “The virus is absolutely to blame for your home not selling last time. I don’t want you to miss out on the hot selling season, where your home is much more likely to sell.”

ahead of other agents who may be “waiting out the storm.” Colleen and Bryan worked through the Great Recession and came out stronger than ever because they spent time forming valuable relationships that turned into listings, referrals and repeat business. “It's never about just what business is going on right now, right? Otherwise, we'll starve. It has to be the business that we're doing in three months, the business that we're doing in six months. What's in your pipeline? What's in the hopper?” April, who also owns her own brokerage, has been giving this advice to the agents on her team. “I tell them... ‘Now is the time, more than ever, to stay top of mind. Now is the time when you must follow up. Now is the time. ...I don't want you to go extinct.’ Especially for the people who just started this, now is the time to stay in contact. If you have books, send your books. If you have any knowledge, send them text messages, use your social media outlets, DM them, send them messages. Just let them know you're thinking about them. “This is not the time to be a couch potato,” April says. “This is not the time to be comfortable because I promise to you — if you do that — six months from now, you will probably not be in the business.”

There’s a very good chance many of the homes expiring during the coronavirus would have sold at any other time. Show them examples of comparable homes that are going under contract in your area, and point out all of the positive features of their home that buyers will love. “I specialize in selling homes that didn’t sell before. I will put together a top-notch marketing plan to get your home in front of the most buyers possible.” Show them examples (if you have them) of other expired homes you’ve sold in the past. Show them quality photos, 3D tour options, staging ideas, and anything else that will get them off the fence. Overcome any objection with your book. “Take a look at my book that shows you how to sell homes in any market.” Use your books to your advantage. Show potential clients the value you bring to any transaction. People put their trust in experts for everything from medical advice to plumbing issues. Show people there is a science to selling in any market — and you literally wrote the book on how to do it. What can you do right now to prepare? While our ability to sell homes is hindered, now is the best time to build a pipeline of listings. Think of this opportunity as your chance to get

GET MORE REFERRALS FROM YOUR SPHERE OF INFLUENCE WITH YOUR BOOKS

Your spouse’s family members Personal friends Your spouse’s personal friends Your kids’ friends’ parents Your family’s friends Colleagues you previously worked with Colleagues you currently work with Former clients Your spouse’s colleagues People who attend your place of worship Your neighbors People who go to your gym Members of clubs you belong to, such as PTA, book club, Rotary, volunteer groups, etc. Professional relationships such as your accountant, car mechanic, dry cleaner, landscaper, hairdresser, day care provider, dog groomer, and mail carrier Keep in mind, your sphere is constantly growing. Every time you meet a new seller or buyer, your sphere grows. Every time you approve a spend-the-night party for your child and meet the other child’s parents, it grows. Every time you shake hands with your elderly mother’s caregiver, it grows! Furthermore, these days, the internet and social media mean your sphere can be larger than ever. Not only can you keep in touch with childhood pals you might have otherwise lost touch with years ago, but you can also connect with people

If you’ve been in the real estate business for a number of years, you’ve likely heard the phrase “sphere of influence.” This refers to all the people you know, both personally and professionally. Your network, or sphere, includes not only personal friends and family members but also people you know through organizations, through your kids or spouse, and just from being “out and about” in the community. I guarantee that once you start brainstorming, you’ll realize just how many people you do know. So, what’s the big deal about having a large roster of acquaintances? I’ll tell you — these folks are the key to growing your business. Keeping in touch with your sphere means you’ll be the real estate agent they think of first when someone in their own sphere is buying or selling — and you’ll grow your business. Your Sphere of Influence — Who’s in it, and why does it matter? The truth is, a lot of people don’t know how large their sphere of influence actually is until they sit down and start thinking about everyone in it. That’s why we’ve put together this handy list to help you brainstorm.

Family members, both immediate and extended

Has the person worked with you previously? In the case of previous clients, did they enjoy working with you? When did you last engage with the person?

you perhaps don’t know in real life or know simply in passing. And, if you can make a great impression marketing yourself online, you’ll earn the respect of your virtual network, as well. Here’s how to implement an effective Sphere of Influence strategy: Our mantra is working smarter, and the same idea applies when it comes to reaching out to your sphere of influence. You certainly don’t want to invest a lot of time and money into cold leads or past clients who aren’t open to engaging with you and your real estate business. That’s why it’s imperative to keep evaluating individuals, whether they’re acquaintances or former clients. How can you do this? The first thing to do is take your list of contacts you put together. Once you have your list of contacts, start dividing the list into the following three categories: hot leads, warm leads and cold leads. If you’ve been in the business a while, you know the difference between a hot, warm and cold lead — but you might not regularly take the time to consider who in your sphere falls into each category. Here are a few questions to ask yourself about each person, so you can better determine whether they are a hot, warm or cold lead: How did you meet the person? Does the person live in your community? Has the person bought or sold real estate recently?

Once you figure out who counts as a hot contact, you will want to move those people to the forefront of any marketing campaigns.

Let me explain further.

If a lead is cold, that means they don’t know much about you and your business or perhaps do not need to buy or sell real estate at the moment. Your goal with a cold lead is to stay in front of them, so that when the time comes and they need an agent, they’ll think of you. Interacting in the community, sending occasional content emails and staying connected on social media are great ways to stay in front of cold leads. If a lead is warm, that person might be thinking about buying or selling. They might be newly engaged, looking to relocate to a larger home or downsize to a smaller one — but they aren’t quite there yet; they’re just thinking about it. Many previous clients also count as warm leads — perhaps you just worked with them and they are settled for the time being, but you anticipate working together again in the next few years. These leads need to hear from you more often than cold leads, and in more “real estate-related” ways, such as helpful market tips and neighborhood information. You might also send warm leads greeting cards and gifts, when appropriate.

Mail/Drop-Off Packages Once you’ve put together a list, mail each of the individuals on your list a copy of your book in a bubble mailer. If it’s convenient, you can simply drop off your books or deliver them in person. For individuals you know or have met, attach a Post-it note on the book that says, “Dear _____. I wanted to send you a copy of my new real estate book. Feel free to pass this on to anyone you know that is thinking of selling their home.” Email/Text Correspondence

Everyone’s favorite category, hot leads , are where you need to concentrate your marketing efforts. These leads are looking to buy or sell soon, and may actively be either looking for an agent, trying to sell by themselves as FSBOs or asking others for agent recommendations. Mailers, drop-bys, and other more vigorous marketing campaigns are welcome and necessary with these leads. Note that your hottest leads might be people you don’t actually know, but know of. For example, say you heard a woman at a PTA meeting at your child’s school talk about her neighbor getting ready to move. You know the woman at PTA, but you do not know her neighbor. The woman is in your sphere of influence, yet her neighbor is not. How do you get the contact information of the woman’s neighbor so you can market yourself? Try something like: Hey Amy, I didn’t know if you knew this, but I’m a real estate agent. I would love to reach out to your neighbor Kim about selling her house! Do you have a contact for her? When ranking Amy, whose neighbor is moving, you can temporarily move her into the hot lead category and remind yourself to get her neighbor’s information. Once you are acquainted with Kim the neighbor, you can categorize Kim as the hot lead and, if necessary, recategorize Amy. Once you have everyone categorized as a hot, warm or cold lead, you can decide which marketing techniques will suit each contact. Here are some ways you can reach out to people in your sphere.

The easiest way to reach out to members of your sphere is through email or text. Your digital book link allows you to get your book in front of more people than ever before. Insert it into your email signature, or text it out to people asking for their feedback. We recently launched a course through our membership site that includes text and email templates to reach out to members of your sphere on a consistent basis and get your book in front of them. On the following pages are two examples of email templates you can send out to promote your books and digital flipbook.

name@mail.com

Name Can you help me out?

Hi FirstName,

I have been working hard to put together my new book, and I’m reaching out to some people in my circle to read it and offer feedback on the content. My book is full of helpful information to help home sellers get the most money possible on their sales, including tips on staging, pricing, negotiations, closing, and more.

You can read it here: {Your Digital Book Link}

If you want a physical copy, let me know where I should send it and I’ll get it in the mail right away. And if you have some friends or family who might be interested in reading it, feel free to send me their info or forward this email.

Thank you for helping me out with this!

Agent Name Brokerage Email Phone

Link image to your digital book.

Name I’m working on a book

Hi FirstName,

I'm working on a real estate book. Please check it out and let me know if you or anyone you know would like a free copy. You can read it here: { Your Digital Book Link}

Agent Name Brokerage Email Phone

To Summarize: We all know people who might be looking to buy or sell — and we all know people who know people who might be looking to buy or sell. The key to getting business from your sphere is to stay in front of them. Your books are a great way to convert hot leads within your sphere because they enhance your image with people who already know who you are. Take Action: Now that you know lots of ways to leverage your sphere, it’s up to you to take advantage of them. If you aren’t utilizing your sphere to get business, you’re leaving easy listing opportunities on the table. Our Sphere of Influence course gives you the tools to unlock listing opportunities right under your nose and build momentum that will help you sustain a steady flow of listings.

In this course, you’ll learn:

How to get your sphere to happily spread news about you and your book. How to easily win listings competing agents don't know about. How to do all of this with an automated process. Visit training.authorify.com/courses/sphere-book-launch/ to check out the course and access numerous templates to help you follow through on a successful campaign. What do you want to see? We wrote this newsletter just for you, so we want you to choose what goes in it. Visit Authorify.com/survey to answer a few quick questions. You'll be entered into a drawing for 20 free books !

HOW APRIL HUNTER IS KEEPING HER TEAM IN THE GAME

because you don't have to do everything yourself.”

“I tell them all the time, ‘There is a delay; there is not a denial.’ We may have a few delays, but we don't have any denials here at House Hunters Realty.”

Before the outbreak, April was having a lucrative first quarter, having sold 8 homes herself while running the brokerage. “My team was up and running. Eight houses — that's a lot when you're building a brand, you're building a team,” April says. “I'm dealing with their situations that they have coming with their clients, with some of them not knowing how to do contracts or need my help with contracts.” But despite the current hurdles they’re facing, April is helping her team pull through and keep closing deals. “My team is awesome,” April says. “You know, there is a huge support system. They're helping themselves. I'm helping them.”

April Hunter

That’s the attitude Authorify member April Hunter, a real estate agent and broker based in Atlanta, Ga., is striving to instill in her team as they navigate working during the COVID-19 outbreak.

April’s brokerage is still relatively new, and she employs a team of about 10 agents.

“The way I got these agents was because I started doing so well with my listings — as you guys know if you've followed me from on social media and through Smart Agents,” April says. “I got my broker's license and wanted to take a step back. So then I became a coach, and I started being able to teach people how to do these things for themselves. And then, those same people converted over to being my Realtors under my brokerage.” “The way I started getting my listings was because, you know, the way I was calling the expireds and then the books put the icing on the cake for me, kind of — like the Done-For-You program. I was doing that for myself, before this even came about. And it's awesome that they had that now

The most important thing, she says, is not to wait on the sidelines.

“With everything going on, you have to make sure it's all about really your mindset,” April says. “First of all, you do have to make sure that you stay top of mind. So, what I had been doing is I've been leveraging the books, the website. Now is the best time to follow up. Now is the best time to still try to send out mailers if you can.”

Taking Advantage of Technology During the outbreak, April has stepped up her social media marketing. “I do videos at home,” April says. “I give people information on how to buy a house, on how to sell a house, and I leveraged the current websites and the books. I'll say swipe up, and they'll swipe up and actually, I just got a lead this morning.” But while she is investing in new tools and apps to enhance her business, April is quick to point out that she isn’t spending a lot of money to do it. “This is not something where you need a marketing person. They'll try to tell you and charge you hundreds and thousands of dollars a week — you don't have to do that,” she says. If you have a software or a real system like Authorify, you use that — you use it to the best you can . “If you don't have a marketing specialist — now, if you do, awesome — but if you don't, do it yourself. Start off yourself, and Authorify is going to have everything that you need. “I'm just a person where I'm not afraid to do video. I'm not afraid to talk. If I stutter, I'm not afraid. I'm human, and that's more natural,” April says. “ That's what people want. They want to see someone who is human, someone who makes mistakes. ...If I'm at home and I'm

making some food or something, I want to post that as well so you can see a different side of me and people want to interact with that and be able to build a rapport with you.”

Encouraging Team Morale

April holds weekly meetings with the agents on her team to keep up morale and encourage them to keep working hard despite any current roadblocks they may be facing. “I tell them... ‘Now is the time, more than ever, to stay top of mind. Now is the time when you must follow up. Now is the time. ...I don't want you to go extinct,’” April says. “Especially for the people who just started this, now is the time to stay in contact. If you have books, send your books. If you have any knowledge, send them text messages, use your social media outlets, DM them, send them messages. Just let them know you're thinking about them . “I just told them, ‘Send all of your past clients, your current clients, anyone that you want to be a client — send them a text message, just checking on them during this sensitive time. Ask them and tell them to eat well, maintain a healthy diet ... and we are here for you. If you need us, we can do things remotely.’ So that's what I had them do, and it worked.”

Creating a Pipeline for the Future As for her own business, April is continuing to keep potential listings in her pipeline. “I do have a couple of listing appointments,” April says. “I've been having them send me the photos. I've been having them send me videos. I'm running comparables. I can send them to them, a CMA, and then we can get on Zoom and we can share screen. You know, I'll send out a book, and then this will be our — after they received the book — it's the same thing. ‘Here's our presentation. Let's share screen. Let's get the job done.’ And I let them know, ‘Hey, we have DocuSign. You don't have to leave your home. … We can still get you professional photos done. You don't have to be there.” April has the same message for other agents who are trying to figure out how to do business during such an unprecedented time in our industry.

“We have a few different people right now. We have the people who are fearful. We have the people who are planning and strategizing. And we have the people who don't know what they're going to do — they're going left, they're going right. So be one of those ones who are trying to strategize and think of new ways.” When she’s met with hesitations or doubts about listing, April pushes for people to book an appointment with her in the future. “Start trying to fill up your month of April and May,” she says. “And then if something happens, you can always cancel or move it to online again if they'll allow you. ...I want to continue to be there and to help and encourage, and I'm not a sales-y person, right? I'm coming off from a place where I truly want to help you. So therefore, it has slowed some things down. But I know when it's time, they're coming for me, they're coming to me because I've built those relationships.”

Selling During the Pandemic

“This is not the time to be a couch potato,” April says.

April recognizes that people have legitimate fears about listing and having strangers walk through their homes at this time. She has been putting together kits for her sellers, including gloves and disinfectant wipes that can be left in the home for showings. She also reassures people that agents must adhere to a strict code of ethics that won’t allow them to bring visibly sick people into other peoples’ homes.

This is not the time to be comfortable because I promise to you — if you do that — six months from now, you will probably not be in the business.

to work, you're going to have so many agents out there running, trying to get things, so it's going to be even more difficult. Stay top of mind now. Do this now. Talk to people now. Follow, follow, follow up right now. Right now.” Lessons Learned Agents who want to make it through this pandemic can’t sit on the sidelines, waiting for the market to improve. They have to take this time to keep pushing for business and foster relationships that will turn into business in the future. Agents should sympathize with the fear and anxiety people are feeling. Understanding those fears and finding ways to overcome them is the best way to get people to move forward and work with you. Your books are the perfect tool to stay top of mind while everyone is stuck inside. People have more time to read than ever. Whether you mail people a physical copy or send them a link to your digital book, just get it in front of them. Prove your value, and people will put their trust in you — now and after this pandemic ends. Want to share your story? I would love to connect with you and learn what you're doing in your real estate business. If you would like to share your story, please email support@authorify.com with the subject "Member Feedback."

“And then you do have some people that say, ‘Hey, I'm ready right now. The house is vacant. Let's go,’" April says. “So I've been doing that. I've been helping my team, my agents — I've been helping them with their clients, as well. You have several vacant houses that we're trying to put out there. I've been assisting them with their buyers, with their sellers. We're doing virtual tours. We're doing virtual listings.” For home sellers who are concerned about rising interest rates driving buyers out of the market, April has been relying on her trusted team to stay up to date with the latest information. “As soon as I see something, I'm able to call my loan officer,” April says. “That's why it's so important to build relationships, real relationships with other agents, with other brokers, with other vendors, so you can reach out and ask what's going on.” By staying informed and responding to the changing climate, April is confident she can thrive and survive through this difficult time — and help her team members do the same. “So it's time to make the change, and you've got to make the change quick. If not, I can guarantee you — I'm telling you — if not, you will see your business it will go down. It's not a may. It will go down.” April recommends taking advantage of this time to do things they normally wouldn’t have time to do. “This is the best time,” she says. “ Make yourself polish up your websites, polish up your PowerPoints, build funnels for sellers and buyers to go to. Do everything now in this time. Because when we can go back out and everybody's gonna leave to go back

HOW YOUR MINDSET AFFECTS YOU, YOUR CLIENTS AND YOUR SUCCESS

Fight What does it mean to have a "fight" response? This is the most ideal response to something unexpected, and it simply means adapting and making the proper changes to survive. Someone who fights is someone who makes the best of a difficult situation. For a real estate agent, fighting means learning to work along with the changing market and the changing needs of buyers and sellers. Flight Someone who takes the "flight" response avoids the situation entirely. They deny that anything has changed, and, therefore, they do not take the proper steps to change themselves and their businesses. Many people during COVID-19 started with the "flight" response — and many of them are slowly, but surely, realizing that a new plan is necessary. Freeze We all know what it means to freeze in fear. This is perhaps one of the most dangerous responses because nothing gets accomplished. You can compare it to being out in pitch darkness and having a bright light in your face that prohibits you from seeing anything else around you. In the world of real estate, freezing — not communicating with prospects and clients or attempting business on any level — can cost more than any agent can afford.

There is just one thing we have complete control over in our lives, and that is our mindset — or the way we react to what is happening around us. Over the last two months, COVID-19 has thrown all of us out of our normal routine and put us in a place of mass uncertainty. If you’ve been struggling to keep a positive outlook and keep your business moving forward, it’s not too late to turn things around. We’re here to help you make a positive change so you can not only sustain your business, but make it thrive. You'll learn: The three mindsets and how they affect your business. The importance of inspiring others with your own mindset. How to inspire the mindsets of your clients and sphere. 3 Natural Human Responses During Times of Chaos People are prone to three responses during chaos and uncertainty. Those responses are Fight, Flight and Freeze. The response you choose directly affects how you’ll do business now and after all of this is over.

Inspiring others is important, too.

book with an unlimited number of prospects. Here are just some of the ways you can use it to get business right now. 1. Send your digital book link via text. Now is the best time to check in on people in your sphere and any leads you were nurturing before the coronavirus outbreak. Send your book link in a helpful, nonaggressive way. For hot leads, try something like, “I know you were thinking of selling your home before all of this happened, so I just wanted to send you a link to my book so you can be prepared if and when you decide to move forward with your sale. Please let me know if you have any questions or want to talk about listing while we’re all cooped up!” 2. Send a link via email. You can send an email similar to the text above or include your book link in your email signature on all correspondence. This is as simple as going into the settings of your email account and copying/pasting your link, along with your name, contact information, and brokerage logo. You can also upload a picture of your book cover and link it to your digital book flipper. 3. Put your link or QR code on any printed materials you mail out. If you’re sending out postcards, flyers or any printed materials, you should include a link to your digital book. You can also create a free QR code that your leads can scan with their phone cameras and instantly be linked to your digital book. This saves them the hassle of typing in your link. You can visit any number of free QR code generator sites, like qr-code-generator.com, to create your own

If you're a broker or assisting other agents on a team, it's important to understand these three mindsets and identify them in others. A leader should ideally encourage and inspire a "fight" mindset in others and give them the psychological tools to weather the storm. Even if you aren't a broker or leading a team, you — as an independent agent — have the job of encouraging and inspiring the sellers and buyers you work with. Shake them out of their own fears and remind them that life (and business) can go on, with the right adjustments. Use your resources to supercharge your mindset. A big part of "fighting" the current conditions is having the right resources as ammunition. If you haven’t really taken advantage of your books or the numerous resources that come with your membership, now is the time to buckle down and put them to use. There’s never been a better time to separate yourself from the pack or build your credibility. And you’ve never had a better opportunity to get your books in front of more buyers and sellers. Included in your monthly membership is a digital book link that allows you to share your

something they can reference later on to learn more about what you offer. Figure out your plan, and take action. Having an actionable plan, rather than grasping at straws — or worse yet, freezing up and doing nothing — can do wonders for your mindset and your business. Remember, your attitude and approach to challenges in life — whether it's during COVID-19 or any other time — have a lot to do with whether you'll succeed. Don't sit on the sidelines or continue without springing into action. Anything you do right now is going to make a difference to your clients and sphere and enable them to look at you as a strong leader. What do you want to see? We wrote this newsletter just for you, so we want you to choose what goes in it. Visit Authorify.com/survey to answer a few quick questions. You'll be entered into a drawing for 20 free books !

QR code image. Most of these sites are as simple as copying and pasting your link, generating the code, and downloading it. 4. Share your link on social media. Post your book link from all of your social media accounts, along with a photo of your book cover or a stack of your books. Say something like, “Thinking about selling your home? Check out my book that shows you how to get the most money in the least amount of time! Click here to read it for free!” Also include the link in your “About” information (or in your bio on Instagram) so anyone who visits your page can find it. You can also encourage shares of your digital book by holding a contest for people who share your posts. Enter them into a drawing for a restaurant gift card, a food delivery service or a subscription to a popular screening service. 5. Share links to your book on Zillow, Realtor.com, and other real estate websites. Add a link to your book on all of your real estate profiles, Google My Business, or any place your contact information appears. These are prime locations to add a link to your digital book so anyone who looks you up can read it. 6. Include your digital book link in any listing presentations. As you work through your virtual listing presentation, reference different chapters in your book to address various concerns and prove your expertise. You can share your link with the homeowners at any time to show them where they can read more after your presentation. Even if they don’t list with you at the appointment, you’ve given them

NEW BOOK RELEASES

choose to downsize to a smaller single family home or to a senior living community, the opportunities (and cost savings) are endless.

We’ve recently added nine new books to our extensive book library. These books target a variety of new niches for real estate agents and other professionals in the real estate industry. These books are not available to every Authorify member. Please speak with your Marketing Success Coach to find out which books are included in your membership and for information on how to add these books to your library. Books for Agents Senior Leads/Downsizing Book

Inside this book, senior sellers will learn:

The benefits of downsizing How to picture their futures in a smaller home How to sell their homes for the most money possible Different housing options for their changing needs How to protect themselves from potential real estate scams

Foreclosures Book

The senior market, despite its growing size, is largely ignored by the real estate industry. In fact, 36% of the U.S. population is over 55, and there are about 75 million Baby Boomers about to retire. Post-retirement, many homeowners are looking to downsize — and if they aren’t, you can convince them why they should. This book shows retired homeowners — and those about to enter retirement — everything they have to look forward to in a smaller home. Whether they

A study by the Federal Deposit Insurance Corporation found that 1 out of every 200 homes will be foreclosed upon. But often, homeowners facing foreclosure feel very much alone. With this book, you can show them they

Inside this book, business owners will learn:

have options and that they don’t have to brave the waters of foreclosure by themselves. If you approach people in pre-foreclosure early enough in the process, you have a real opportunity to sell their homes before the bank seizes them and potentially even help them land a profit.

How to find the perfect space based on their company’s needs The importance of tenant representation The different types of commercial spaces and leases Reasons they might need a new office space

Inside this book, homeowners will learn:

About the foreclosure process What causes people to go into foreclosure Options (other than selling) to avoid foreclosure How to sell their homes to avoid foreclosure The ins and outs of short sales and when they’re necessary How to find their next home Tips for improving their financial outlook for the future

The benefits of leasing vs. owning Common mistakes tenants make in the leasing process The lease negotiation process

Commercial Book - Buying

Commercial Book - Leasing

This book lays out each step in precise detail of the commercial real estate searching and buying processes. Finding a suitable office or building space — whether the buyer plans to rent it out or use it for themselves — can be a full-time job in and of itself, and business owners can’t afford to make bad decisions along the way.

This book lays out each step in precise detail of the commercial real estate searching, leasing and lease renewal processes. Finding a suitable office or building space can be a full-time job in and of itself, and because most leases can last for 5 to 10 years, business owners can’t afford to make bad decisions.

Inside this book, business owners will learn:

How to find the perfect space based on their company’s needs The importance of buyer representation

How to find (and secure) properties to invest in The different types of investment opportunities (wholesaling vs. rental properties) How to upgrade and stage distressed properties How to prepare and market their homes to get the highest possible price Why partnering with an experienced and trusted agent can benefit their business Books for Other Real Estate Professionals Broker Book

The different types of commercial spaces and options Reasons they might need a new office space The benefits of owning vs. leasing Common mistakes business owners make in the buying process How to navigate the negotiation process

Investors Book

There are 7 million people in the United States who consider themselves investors, and with the popularity of home-flipping shows on networks like HGTV, the investing industry is only expected to grow. Real estate investors offer agents a lucrative opportunity to form partnerships and land multiple and consistent deals. But just like FSBO sellers, many real estate investors feel they have the ability to do it all themselves. But as a wise agent once said, “You can run across the highway ten times and never get hit, but that doesn't mean you're the best at running across the highway.”

Choosing the right brokerage is a difficult decision for any real estate agent, and one they shouldn’t take lightly. Unlike a game of poker or roulette, agents can’t necessarily rely on luck to find the right answer. Every brokerage is different, and the right one can offer them the tools to kickstart or advance their businesses. This book allows you to show agents why your brokerage is the right choice for them.

Inside this book, real estate investors (and potential real estate investors) will learn:

Why investing is a potentially lucrative (but also risky) business

In this book, potential renters will learn:

Inside this guide, agents will learn:

The pros and cons of renting vs. selling How to screen potential tenants How to weed out bad apple tenants How to manage their property How to collect rent How to evict and handle move outs

The most effective ways to mine for leads How to build meaningful relationships How to deliver a fail-proof presentation How to find their perfect niche How to optimize their communication strengths How to build an impressive list of clientele

Mortgage Lender Book - Agent Version

Property Managers Book

After one or more failed attempts to sell their homes, sellers may become discouraged and think their homes are nothing more than giant money pits. At this point, they don’t know whether they should try to sell again or consider renting out their properties. Renting can be a great — and extremely lucrative — option. But renting also comes with its share of complications and stressors. That’s where you come in. In this book, you can show people who are considering renting out their homes that they, too, can successfully do so — but it won’t be easy.

As a mortgage lender, you know how crucial your job is to ensuring buyers walk away with the homes of their dreams. Establishing valuable relationships with real estate agents and their clients gives you the ability to reach and work with more clients. But how do you stand out from the pack? This book shows real estate agents that an unreliable lender can sour or even derail their clients’ home-buying experiences. Inside, agents and buyers will learn: How to defend themselves against bad lenders How a smooth loan process should work

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