Thomas Wendel Stuart - RISE TO THE TOP: A GUIDE TO REAL ESTATE SUCCESS

RISE TO THE TOP: A GUIDE OP: A GUIDE TO REAL ESTATE SUCCESS

Thomas Wendel Stuart endel Stuart

Table Of Contents

Why Should You Read This Book?

An Overview Of The 10 Steps

Show Prospects How You Helped Other Customers Reach Their Goals

Anyone Can Learn How To Make Friends

Discover Exactly Why You're Better, Then Tell Customers

How To Be The Confident Pro Clients Want To Hire

Sharpen Your Presentation

Create Your Plan And Present It To Customers 47

Find Your Passion And Use It To Get Business 53

10. Develop A Niche And Establish Yourself As The Best 59

11. Identify And Use Your Communication Strength 67

12. Build Your Clientele

13. New At The Game? Step Up To Bat!

About Thomas Wendel Stuart endel Stuart

T.W. Stuart, Aka Mr. Signature, is the proud youngest son of Bahamain-born Thomas Wellington “Wendel'' Stuart and New York native Vivian Y. Stuart. His life took a significant shift at the age of four due to his father's passing from a rare cancer called leukemia. Being raised in Queens, NY, by his mother, Vivian Y. Stuart, a community activist, and sister Dr. Vanessa Y. Stuart Jefferson, in a positive household, he also had influences that weren’t positive. However, T.W.’s entrepreneurial aspirations began at age six, pricing and selling his drawings from his bedroom window. He was taught young that if you want it, work for it and you will always be supported. T.W. Stuart started his career as a telemarketer for real estate accusations to becoming a broker-in- charge/ CEO of his own real estate company and consulting firm, Signature International Enterprises, within 15 years. Now celebrating twenty three years as an industry leader, dominating his sectors in real estate, he has expanded his market to serve NC, NY, and GA. He’s an expert in real estate investing, commercial real estate, credit leveraging and financial consulting, and sales strategies. Currently, T.W. Stuart resides in the city of Atlanta Georgia with his wife and two daughters Victoria, Ayah, and his dog Pharoah, he enjoys volunteering his time and money in community development as a philanthropist through The Stuartship Foundation, a 501 c3 private family foundation that provides consultation for nonprofit organizations and funding. The mission of the Foundation is to uplift communities by teaching leaders how to use real estate to build a legacy of wealth and sustainability.

Foreword In my 36 years as a broker, I can honestly say Thomas Wendel Stuart is a standout. In addition to his vast knowledge of the local real estate industry, he consistently demonstrates honesty and integrity not often seen in real estate agents. I’ve watched him go above and beyond to close complex deals for her clients and spend countless hours in and out of the office promoting her listings and reaching out to clients. He is also heavily involved in the community — in fact, you’d be hard-pressed to find someone more well-connected or respected in NY, NC & GA. He grew up in the area and decided to stay here when he put down roots with a family of his own. In short, He knows the place he’s selling, and that’s something you can’t teach. If you’re currently on the fence about hiring Thomas Wendel Stuart or considering any other agents, I highly suggest you stop your search. No one has more experience or will work harder to sell your home than T.W. with him on your side, you can’t lose.

Charlie Cruse

Signature Realty Consultants

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CHAPTER 1 Why Should You Read This Book? ead This Book? Why does one agent toils away without much success while another enjoys a thriving business? Is it just luck? We talk about fate as though it were a living force that chooses some people and ignores others. When you think about it, it’s silly to believe some point; we can’t even define who gets to be successful. Is success based on talent, then? That’s another word we use a lot without really understanding it. Is talent some mysterious quality people are “just born with?” And how does it affect success? We all know artists and performers who seem to have talent — whatever that is — but aren’t successful. More and more, researchers and thinkers are increasingly discovering that success has more to do with preparation and opportunity than with mystical forces such as luck or talent. And here’s the thing: preparation and opportunity are things you can control. You can learn them, practice them, and use them over and over to build a successful business. That’s what this book will teach you to do! In the real estate game, you can prepare for success by increasing your market knowledge, practicing your people skills, differentiating yourself from competitors, and training yourself to be a more effective negotiator. You can create opportunities by looking for prospects in places other agents ignore, finding ways to meet more prospective buyers and sellers, and sharpening your marketing focus. When your preparation intersects with opportunity, your success isn’t just more probable. It’s inevitable. But first, you have to get noticed. As you probably know, there is a lot of competition in the real estate business. The National Association of Realtors® has more than a 1 million membership 1

count. That’s a lot of real estate agents crowding the marketplace. They make it hard for people who want to buy or sell homes to cut through the noise and find you. This book will enable you to get business despite your competition and because of it. You’ll learn how to develop superior skills and a Unique Selling Proposition that will get you more customers and make you more money. What you know from reading this book will set you apart from other Realtors®. Here are just a few things you’ll know: • The tips inside this book will enable you to show customers why they should work with you instead of your competition. • Regardless of your communication style, you’ll learn to find your strengths and tell customers about them effectively. • You’ll discover how to build your clientele and take advantage of little-known principles such as the Law of 250. • This book will provide tips on how to build your confidence, make friends, and become the kind of professional people you want to work with. • You’ll explore how to tell customers you’re better to work with and prove it with testimonials, reviews, and case studies — even if you’re brand new to the real estate game! So, sit back, enjoy, and get ready to absorb no-nonsense tips on how to take your real estate business to the highest level. Every Realtor® is looking for an edge over their 1 million competitors. This book will provide you with that competitive advantage.

CHAPTER 2 An Overview of the 10 St erview of the 10 Steps

1. Show prospects how you helped other customers reach their goals. Customers don’t have the knowledge of real estate to determine which agents are good and which are not. Use case studies and testimonials to prove your effectiveness. 2. Learn how to make friends. People prefer to do business with people they like. Win people’s business by first winning their friendship. To develop this ability, practice listening attentively to people. Look for something about them that you admire and can compliment genuinely. Avoid focusing on possible areas of conflict or disagreement. 3. Discover precisely why you’re better, then tell customers. Learn to identify the skills that set you apart from your competition. Your customers want to hear about why you’re different. Make this an early highlight of conversation. 4. Learn how to be the confident pro your clients want to hire. Is a lack of confidence holding you back? Sell yourself to you first. Start by reviewing the ways you’ve helped customers in the past. Then formulate a plan you can believe in. 5. Sharpen your presentation. You have the skills to be a champion communicator. Practice makes perfect. 6. Create your plan and present it to customers. What’s your marketing plan for sellers? And can you help buyers put together a buying plan? You’d be surprised how many agents overlook this critical step! 7. Find your passion and use it to get business. Customers are drawn to passionate people. Let the secret of Affinity Marketing put your love to work. This can also give you greater satisfaction by putting more of “you” in your career. 8. Develop a niche expertise and promote yourself as the best at that niche. Clients want to work with an expert. Find out how to 3

tap your unique expertise. Your place should help you form a core platform for prospecting, but it shouldn’t prevent you from seeking business in other areas. 9. Identify and use your communication strength. Different people communicate in different ways. Some are great public speakers. Some express themselves more effectively through their writing. Others are more comfortable communicating and building rapport one-on-one. Avoid your personal pitfalls and find the way that works best for you. 10. Build your clientele. Wouldn’t you love to wake up every morning and know new customers were coming? Learn the secret of a top sales expert who shared his secret, the Law of 250.

KEY TAKEAWAYS:

• This book details the 10 simple steps — and professional secrets — to unlocking skills you didn’t know you had. • Learning and applying the 10 steps detailed in this book will help you build a real estate business that is fulfilling, self-sufficient, and above all, successful.

CHAPTER 3 Show Prospects Ho ospects How You Helped Other Customers Reach Their Goals You might have heard the adage, “Don’t just tell people — show them!” It’s the key to success in many industries and professions, from sales and marketing to filmmaking. Why? Because all of your competitors claim to help their clients. But very few demonstrate it in a concrete, convincing way. The best way to demonstrate your value to prospective customers — to prove why they should work with you — is to give them testimonials and case studies of how you helped other customers reach their goals. WHY DOES THIS MATTER? Why do you need to give them testimonials and case studies? Let me explain. The average real estate customer needs to learn about real estate. They don’t know who’s a good Realtor® and not a good Realtor®. They find real estate concepts and terminology confusing. Frankly, they don’t understand real estate more than you, or I know engine rebuilding, civil litigation, or heart surgery. If we were to go out and hire a mechanic to rebuild our engine, a lawyer to defend us in a lawsuit, or a doctor to perform our heart surgery, we wouldn’t know much about the process. We can’t say who’s good and who’s not. It’s the same thing for prospective real estate customers. They don’t know who’s good and who’s not. So, by giving them case

studies and testimonials, you can show them why you’re good and give them the confidence to work with you. In addition, almost everyone has been burned by a business or a professional in the past. If you only make big claims about your abilities, prospects aren’t likely to believe you. If they’ve had a bad experience with a real estate agent or any professional, they’re likely to be skeptical. They will be cautious about working with somebody unless they know that person will do an excellent job for them. With so many Realtors® to pick from, how do they know who to work with? Here’s how you can put together case studies, testimonials, and reviews that document your skills and get customers to work with you.

HERE'S HOW TO DO IT

You can give prospects a case study. You can give them examples of how you sold a house, for instance, that another agent couldn’t sell. You can show them examples of how you negotiated a better price for your customer. You can show them examples of how you were able to help another home buyer find their dream home, despite the obstacles. You can show them how you solved problems in a transaction. That’s a case study. Basically, you show the before and after. Back, there was a seller, and an agent couldn’t sell their house. The seller didn’t know what to do. So, they hired you to sell their home, and you got it done, despite their earlier problems.

Here’s an example of a practical case study:

Case Study #1: y #1:The home was for sale for 12 months with two other Realtors®. The sellers hired me, and I sold it in 8 days for

98.3% of the asking price.

This was an exciting sale. The sellers had been trying to sell the home for a year and struggled. The reason the house wasn’t selling was not because of the price. (The cottage was absolutely worth what the sellers were asking for.) But there was a minor complication. The neighborhood where the home was located was considering some significant upgrades. They considered assessing everyone in the neighborhood for $7,000 to $8,000 each to cover the cost. The buyers would look at the house and get cold feet because of the pending assessment. Most buyers would say, “I’ll buy your house, but I want an $8,000 discount on the price because of the special assessment.” The sellers would reply, “I’m glad to sell you my house, but I am not going to discount $8,000 because we think the special assessment is not going to go through.” The sellers told me about the problem when I bought the home. I thought about it for a few minutes and proposed a solution. Here’s what I told them: “Let’s sell the house and agree to hold $8,000 in escrow. If the special assessment goes through within a year, the buyers get that $8,000. If it does not go through within a year, the $8,000 goes to you.” We all agreed that that sounded like a good idea. The home sold very fast for 98.3% of the asking price. The $8,000 was put into escrow, and an attorney signed the agreement. It turned out that the sellers were correct. The opposition in the neighborhood was strong, and the special assessment never went through.

A year later, the sellers received the $8,000 put into escrow. This

story gives a great example of some of the daily problems a good agent solves. I don’t think my idea was revolutionary, but it solved the problem. I am sometimes surprised at how little effort other people put into selling a home.

Do You Want to Sell Your Home for More Money? Give Me a Call Right Away at (XXX) XXX-XXXX.

As you can see, case studies tell stories about sales you’ve accomplished. Reports about problems you have solved. You want to create an excellent case study proving how you got a better result than the other agent working on the situation. Did you overcome an inherent weakness in the property? Identify a hidden advantage the owners — and, incredibly, other agents — wholly overlooked? Help the buyers locate creative financing? Save what seemed like a doomed sale with a last- minute show of negotiating heroics? What set you apart from the people who couldn’t get it done?

USING VIDEO TESTIMONIALS

Here’s another excellent way to put together testimonials for your business: use video testimonials whenever you go and meet with a customer to sign a contract.

Let’s say you have a listing, and it’s been on the market for a while with another Realtor®, who couldn’t sell it. You go meet with the sellers. You finally get an offer. You finally get a contract. You meet with them to sign the contract. While doing that, pull out your cell phone and get a testimonial video.

I’ve found that the closing is a great place to get a video testimonial. But when you meet with the seller to sign the contract, they’ll probably be emotionally high.

You know how real estate can be. There can be a lot of problems with closing. The loan may get delayed. There are inspection problems. There are problems with the survey. Problems with this, problems with that.

Signing the contract is a high point when both sides of the sale breathe a sigh of relief. The hard work and anticipation have paid off, even though additional problems may surface at the closing.

Remember, though, problems are good. If there weren’t any problems, people wouldn’t need to hire a Realtor®. Don’t be ashamed of issues but be careful to choose the right time to record your testimonial video. Wait until problems have been resolved. Then be ready to shoot an additional testimonial video after the closing, when the final documents are signed, and everyone’s happy again. Now that you know when to get your testimonial video, here’s how to get it. Most people are not professional speakers. Most people are not good speakers, even if you script their comments beforehand. I don’t mean to sound harsh or rude to anybody, but that’s just the reality. You know, most of us are not good speakers.

So, to get a compelling testimonial, you will have to ask your customer questions. Ask, “How long did you have your house for sale with the other Realtor® when it didn’t sell?” They might

answer, “I had my house for sale for three months.”

OK, cool. Then, you ask them, “Were you frustrated during the process of three months when it wouldn’t sell?” They might answer such as, “Yes, I was very frustrated for three months when the other agent could not sell my house.” So far, so good. You can script those two things together and get the customer’s answer so they speak smoothly and convincingly. They can say good things about you and talk about the job you’ve done, but you’ll have to ask them questions and pull the testimonial out of them. Don’t expect them to enter the door and have a fantastic testimonial ready for you.

Here are some questions you might consider asking: • How did you feel?

• What were some of the low points? • What were some of the high issues? • What do you think I did better? • What do you think I did differently? • Would you recommend me to any of your friends and family? • Would you recommend other people work with me? • Would you recommend people not work with the other agent? (Don’t use the other agent’s name!) In this way, you’ll pull all the desirable information out of your client. Once you’re done, you’ll want to go through and edit all that information into a solid, continuous testimonial in which it sounds like only the client is talking. If you don’t know how to do this, you can hire someone to edit the video for you on a website such as fiver.com or freelancer.com.

Here’s another tip. When people are being interviewed for a testimonial, they usually don’t know where to look. Hold your phone or camera close to your head, and have the client look at you. This will seem more natural to them and look much more realistic in the finished video. Nothing looks worse than a client who continually shifts focus, darting their eyes back and forth between you and the camera. This makes people look shifty and dishonest. Pay attention to sound quality. If possible, record your client in a room that doesn’t echo and hold your phone close enough to them so that they can be heard plainly. Smoothly edited video testimonials are powerful tools for showing prospects how you’ve helped other customers solve their problems and reach their goals.

GETTING EMAIL TES G EMAIL TESTIMONIALS

The next thing you can think about doing is email testimonials. Handle these similarly to the way you handle video testimonials. Send your customer a list of questions: Hey, John. I just sold your house. I really appreciate your business. By the way, would you mind answering a couple of questions for me? • Do you think I did a good job? • Would you recommend me to your friends and family? • Were you frustrated with the other agent? • Etc. Two or three of the right questions might be all you need. After they’ve answered all your questions, you’ll have information you can turn into a testimonial. Maybe you could write it into a sentence or a couple of mini-paragraphs. Then, send it back to the customer, and ask, “Hey, do you agree with this? If so, then just email this back to me.”

As with your video, you’ll be writing the testimonial for your

customer. What you’re really doing is you’re pulling the testimonial out of them and scripting it, so that it reads really well.

ASK FOR REVIEWS

Once you’ve gone back and forth with your customer and completed their email testimonial, why not turn it into a review? Ask them if they’ll go online to Zillow or Realtor.com and post their comment in the review section. Here are some other ways to get reviews. Again, a good time to get a review is when you sign the contract with the customer. For example, maybe you’re working with a buyer. They’ve found their dream home, and they’re negotiating the price. Finally, the seller accepts their offer, and you’re meeting with them to sign off on the contract. That’s an emotional high. It’s a great time to get a testimonial from that buyer, and it’s also a great time to get the buyer’s review. As with testimonials, you can ask for an additional review at the closing. Don’t worry about asking for the review in the presence of the other agent. In a lot of cases, the other agent will jump in and get their own review from their customer. You can even offer to help them do that. Remember, be gracious. Don’t try to outshine anyone, and especially, do not say anything bad about the other agent in front of their customer. Just go ahead and get the reviews. Bring your cell phone or laptop computer. Hook it up to Wi-Fi if it’s available at the office where the closing takes place. Then, you can type the review into your computer with your customer or show them how to enter a review on Zillow or Realtor.com — even walk them through it on their cellphone.

FINAL TIPS FOR TESTIMONIALS

What if you’re not a top producer? What if you’re starting out? What if you don’t have a bunch of reviews? What if you have no reviews or testimonials? Don’t sweat it! You’re not alone. You can still use reviews, testimonials, and case studies. How? Use the case studies from your brokerage. If you’re starting out and your broker will be helping you, then your broker will have case studies you can use. Use the case studies from other agents at your brokerage and the reviews of your brokerage to grow your business. Remember, if a picture is worth a thousand words, then a testimonial can save you a thousand words trying to convince a customer to work with you. KEY TAKEAWAYS: • Most people don’t understand real estate and can’t pick good agents from bad ones. • Use case studies, testimonials, and reviews to show how you’ve helped other customers reach their goals. • Contract signings and closings are great times to record testimonials on your cell phone and obtain reviews. • Use questions to pull information from clients. Professional editing also helps. • Use your broker if you’re a new agent or have no case studies or assessments.

CHAPTER 4 Anyone Can Learn How to Make Friends

Making friends is a skill that anyone can learn. Now, why does this matter? Why do you want to learn how to make friends? Let me explain. If all other factors are equal, people prefer to do business with people they like. In other words, friends, or at least individuals who are friendly. If you know how to make friends, you can be that person and win their business. Now don't worry, you can learn how to make friends. It's true. 100 percent. Don't doubt your abilities. This is a skill that any person can understand.

ONE REALTOR'S STORY

Here's a true story. I know a man who struggled to make friends. He wasn't very good at it and honestly doubted he could make friends. Because he was a Realtor®, his struggle held him back from his true potential in the real estate business. Once this man committed himself to learning the necessary skills, he discovered some excellent books and other resources at his command. One of the best was Dale Carnegie's classic, How to Win Friends and Influence People. Gradually, the guy learned the steps to winning friends and began applying the principles successfully. Interestingly, the man in my example started by wanting to make friends to become more successful in real estate. This man loves real estate because it's an excellent way to meet people and make friends. 15

Dale Carnegie realized that people are primarily emotional, not logical. Often, they're motivated by prejudices, pride, and vanity. Carnegie advised his readers to arouse in the other person an eager want. The best way to influence others is to discuss their desires and show them how to get them. If there is one secret to success, it's the ability to see things the way the other person sees them. Here's what you can do: learn how to be excellent. I know that sounds corny, but niceness matters. Just being friendly can make a big difference to your business. Then you can learn how to bond with people. To learn how to connect with people, find something that they're interested in and that you're interested in. As you know these skills on how to make friends, you can practice by going to community events, interacting with people, etc. There are lots of ways that you can practice how to make friends. Here are some tips on things you can do to make friends right away. The first thing you want to do is to become genuinely interested in other people. Learn how to listen to them. Learn how to let them talk for 5 minutes, 10 minutes, 20 minutes, 30 minutes, and listen.

TIPS FOR MAKING FRIENDS G FRIENDS

Break the Ice Gently: • Become genuinely interested in other people. • Smile and maintain good eye contact. • Learn a person's name, remember it, and use it in the conversation. • Listen attentively and encourage people to talk about

themselves. • Find a reason to give the other person a sincere compliment.

• Center your discussion around the other person's interests. Look for goods that you have in common. • Make the other person feel like the most critical person in the room. Show Respect and Promote Engagement: • Never argue. Be respectful of others' opinions. Don't say, "You're wrong." • Nod your agreement with the other person. Try to phrase points so they can easily say "yes." • Let them do most of the talking and think they came up with good ideas. • Practice empathy, but don't say, "I understand how you feel," unless you've been in the same situation. • Assume the other person has good intentions. • When possible, tell stories to illustrate your points. Avoid Friction: • If the other person makes a mistake, indirectly call it to their attention. Ask for clarification — don't confront. • Be quick to acknowledge your own mistakes. • Avoid sounding dictatorial. Put what you want the other person to do in the form of a question: "Would you be comfortable doing this?" or "Does that sound acceptable?" • Help the other person save face. Never make them feel cornered or defensive. Be interested in what they have to tell you. I almost hear you asking, "But what if I'm uninterested?" Remember, it's a skill that you can develop.

Start by acting interested. Then learn to subtly turn the other

person's conversation toward subjects that are more interesting to you. Part of being curious is just keeping yourself alert and engaged. Avoid being judgmental. You don't agree with everything your friends say. Just treat the people you meet the way you treat your friends. Once you learn this, I have seen considerable changes in customers. I've met some people who came in and were cranky, challenging to deal with, and even downright hostile. I hit it off. I sat down. I learned how to talk and listen to them for hours, and then they hired me to help them sell their house. You can do the same thing yourself. Just learn how to listen. You can turn it into a contest for yourself. See how long you can let someone else talk before you open your mouth and speak. You could meet a new person at a community event or somewhere or a new customer. Just let them talk. If you're meeting them one-on-one, maybe at an open house, just let them talk and talk and talk. Just smile, listen to them, and see how long you can go before interrupting or replying. Most people avoid silence. The less you say, the harder they will work to fill up the empty spaces in the conversation. Think of how much you'll learn about the other person! You'll know what they like — things you can touch to bond with them. You'll discover their dislikes — things to avoid in future conversations. You'll discover their thoughts — their hopes and goals, fears and insecurities. All of these things help define your role as a friend. How can you help these people? How can you support their goals? How can you put them at ease? You can train yourself to become a good listener. A good listener will run circles at making friends around somebody who talks a lot about themselves.

Then become genuinely interested in other people. Listen to

them. Talk to them. If they say something you agree with or reflect on your ideas, it's easy to be genuinely interested in what they have to discuss. Even if they say something you disagree with or that sounds strange, learn to appreciate how and why they developed those ideas. It's been said that we know the most from the people who are the least like us. Learning about the differences in people can be interesting. Make the people you meet feel important, and do it sincerely. Please don't make them feel important with false flattery. Make them feel important because you take the time to hear what they say. Make them feel important, and you're going to gain friends. Make friends, and you're going to be successful.

DON'T FORGET NONVERBAL CUES AL CUES

Remember that nonverbal cues — the little behavioral signals we give to others — are often an essential part of building friendship. Maintain eye contact with the person you meet — not a searing glare that makes them feel uncomfortable, but enough to let them think they have your undivided attention. Don't look around distractedly. Watch your posture. You're probably sending the wrong message if you're sitting far away from them, tensed up with your arms and legs crossed. Try opening up physically. Lean in toward them slightly to clarify that what they say is essential for you to hear. Many succeed by mirroring — watching the other person and trying to adopt the same posture, expressions, and gestures. This is a good idea, but don't make it so evident that the other person thinks you're making fun of them.

When you speak — again, let them do most of the talking — keep your voice at a leisurely pace that's not too fast. Let people know you have time for what they want to say. Smile. It's hard to dislike someone who clearly likes us. So, show outward signs that you want the other person.

A FEW LAST TIPS

Don't criticize what people have to say, their thoughts, or their actions. Don't condemn them, and don't complain. Criticism is futile. It puts people on the defensive, often leading to trying to justify themselves. Criticism wounds people's precious pride damages their sense of importance, and arouses resentment. You'll show more character and self-control by being understanding and forgiving. Find any way that you can to give honest and sincere appreciation. As Thomas Carlyle said: A great man shows his greatness by the way he treats little men. KEY TAKEAWAYS: • All other factors being equal, people prefer to buy from friends or individuals they like. • Making friends is a skill anyone can learn. The more you practice being friendly, the better you'll be at making friends. • Start by being friendly and a good listener. Let people talk, and don't judge them. • Study great resources, such as Dale Carnegie's book, How to Win Friends and Influence People. • To help you bond with someone, find something that person is interested in that also interests you. • Make sure your nonverbal behavior is engaging. Keep your posture open, smile, maintain appropriate eye

contact, and use a pleasant, medium-paced voice.

CHAPTER 5 Discover Exactly Why You're Better, Then Tell Customers Discover Exactly Why You're Better, Then Tell Customers Determine exactly why you're better or different from other real estate agents. Find your strengths. Why does this matter? Let me explain how this works.

Great marketers know the value of market positioning. It's a strategy to make your brand or product stand apart from your competitors in your customers' minds.

Remember those 1 million Realtors® we talked about in this book's Introduction? It's essential to set yourself apart from them, or at least the ones in your market area. What do you do that they don't? Why are you the best at doing it? Most people don't know how to show prospective customers why they're better — even when they're way better than their competition. It's a reality of life. Some established businesses have more customers and more traction in the marketplace because they've been around longer. That doesn't necessarily mean that they're better. Have you ever heard of Hewlett-Packard? They should be the best computer company in the business. They've been around the longest. Almost everybody in America knows who Hewlett- 23

Packard is. However, Hewlett-Packard still needs to invent the iPhone. Somebody else did — somebody not as well-known as Hewlett-Packard at the time.

We all know examples of people who did a fantastic job but only had a few customers because not enough people knew about them. I've seen examples in car repair, carpenters, tile setters, and contractors. People who do a fantastic job often need to learn how to tell people why they're better. I've even seen marketing people so busy doing great work for their clients that they forget to sell themselves! One problem is that even high-performing individuals usually need to learn how to tell a story about their abilities. Stories are powerful. The best stories don't just give the facts — they make facts memorable by engaging listeners' emotions. Tell a story to back up your claim about why you're better and why the customer should work with you.

FOLLOW A 3-STEP PROCESS

Here's how you can tell customers why you're better than your competition. The difference between you and your competitors doesn't have to be huge. You may be better at a specific niche or better in a different way. Setting yourself apart from — and above — your competition is a three-step process: 1. Figure out what makes you better. 2. Then, figure out how you will tell customers why you're better. 3. Test out your message and tweak it based on the response.

HOW TO FIGURE OUT WHY YOU'RE BETTER

Figuring out why you're better can be simple. Before you get into fancy graphs and crazy stuff, look at the basics. Marketing is about developing your Unique Selling Proposition (USP). Remember when we talked about using testimonials? If you have testimonials and case studies, you already have proof that you are better. Here's what you can do: find something that separates you from other agents. It has to be believable. Here are a few differentiators you can look for in your expertise. Negotiating: Your business experience makes you an excellent negotiator. You used to work at a Fortune 500 company. Be aware that many agents claim to be good negotiators, so be prepared to explain your expertise to your prospects and customers in ways that are convincing and easy to understand. Offer them proof. Tell your customers stories about the multi-million-dollar deals you negotiated. Give them examples of values you initiated because you dug into research your competitors overlooked. Tell them how you lightened a tense negotiation by telling a well- timed joke. Give people inside information about the negotiation process — knowing when to be flexible or firm on pricing. Explain how to figure out when a buyer or seller is bluffing. Connect your skills to results that are meaningful to the customer — usually making or saving them money. Tell them you're an excellent negotiator who will negotiate a better deal for them, whether they're buying a house or selling a home. Customer Service: If you've worked in customer service, tell people about that. "Hey, I know how to care for customers and keep them happy. Come to me for a world-class customer

experience!" Tell them you'll save them time, money, and frustration by anticipating their needs. You'll take the worry out of a real estate transaction by explaining things in simple terms, not jargon. Prove what you say with testimonials, reviews, and ratings from satisfied customers. You may have worked in a non-real estate job like waiting tables. Tell people you're used to a fast-paced environment, solving problems, and resolving complaints from difficult people. You're an expert at keeping people happy. Were you an account rep? Talk about your problem-solving skills, attention to detail, employee-of-the-month awards, and how you earned customer loyalty. Are your clients selling homes in an upscale community? Explain what makes upscale professionals and business owners "tick" — the same people likely to buy their home. Did you work in retail? Talk about your customer-first attitude, thinking on your toes, and willingness to work long hours to make a sale. You're used to dealing with unique requests and providing high-level customer service. Staging Houses: Maybe your talent is visualizing a home from the buyer's point of view. You understand how the right paint job, furnishings, and carpeting can maximize a home's advantages — and minimize problems. Talk about how effective staging sells homes for more money. Provide hints of how you might stage their home — just enough to let them see the possibilities. Even if you're not a full-blown "stager," you can communicate your passion for staging. Have you worked as an artist, graphic designer, or interior designer? Have you sold — or made — furniture? Worked in a paint store mixing colors? Any of these experiences can be turned into an advantage in staging. Perhaps you can save the sellers money by staging their home instead of

having an expensive professional do it.

You could stay up-to-date on the latest trends. You may know the best local stagers and contractors. If you're working with buyers, let them know how your staging expertise will help them turn their house into a home. Photographing Houses: Talk about how you'll take better- quality, more appealing pictures of their house. Everybody says, "A picture is worth a thousand words." Why not talk about that? "Hey, instead of writing an ad about your house and its four bedrooms and three baths, I can take an amazing picture that will capture attention and make buyers instantly fall in love with it!" You could also take pictures of your prospect's home and post them on Instagram to attract buyers. Talk about how your expert lighting composition will showcase their home's best features, making their house sparkle and shine. With some research, you can find examples of similar homes that sold well with good-quality photos or languished on the market with amateur-looking pictures. Marketing: If you used to work in media or at an ad agency, talk about your marketing expertise and how you'll use it to sell your house better. If you've worked in real estate for a while, you probably have examples of doing this better than your competitors. You may write brilliant ad copy or network extensively with local professionals. What If You Were a Chef? Talk about your kitchen expertise if you've worked as a cook or chef. You could talk about your ability to handle essential details under pressure. Who better than a former chef to explain to buyers the advantages of an efficient kitchen, energy-saving appliances, or an outdoor grilling area? Sharing a few recipes could inspire future owners. Maybe instead of chocolate chip cookies, your canapés would make an open house the talk of the town. You worked in construction: You used to work in buildings. You

know more about the quality craftsmanship and materials of the home than other agents. In fact, you could specialize in new construction because you're used to working with builders and contractors. Only claim to be an inspector if you want to assume liability for problems. But you can certainly point out the strengths and weaknesses of a home and alert sellers — or buyers — to potential problems before expensive repairs are needed. You Understand Financing: You used to work in lending. In that case, you could talk about your lending expertise, how you can ensure your clients get the best financing deal, and how sellers will have a less stressful sale. Financing is the number one cause of stress in real estate. Other Ideas: I know of a home painter who went into real estate. Strange as it seems, he worked both of these very different jobs at the same time. He would offer to paint the sellers' house if they would list their home with him! He got several listings this way. Examples are endless. Remember, your niche might be your passion rather than your expertise. Are you passionate about fishing? The beach? Waterfront properties? Historic districts? Whatever matters to you, it allows you to communicate with prospects and clients on uniquely engaging terms. (I'll explore this in more depth later in the book.) You can literally "speak their language" and use that ability to bond, earn their trust, and achieve success on their behalf. You can be the person they want to sell their house.

TELLING YOUR CUSTOMERS

Once you've figured out why you're better than your

competitors, it's up to you to capitalize on that difference by communicating it to customers. Here are a couple of tips on how you can tell customers why you're better. Whenever you're talking to a customer, get straight to the point on how to benefit them. Don't say, "Ben, I notice you're looking for a home at the beach, and I love the beach. I just love living here in Atlantic Beach," blah, blah, blah, and, "I love living here in this beach town," blah, blah, blah. Instead, you can say, "I specialize in beach properties," or, "I'm an expert at beach properties." Get straight to the point on how you can benefit them. "I'm an expert at better marketing that will sell your house for more money." "I'm an expert at negotiating a better price for your house." Remember, the faster you tell them how you can help them, the better. Drag out your message too long, and people conk out. They stop paying attention and say, "You know what? I'm not interested," they don't talk to you anymore.

You only have 10 seconds to make a great first impression.

So, make sure your first impression is quick, and get to the point of why they should work with you as quickly as possible. Another example: If you have an excellent customer service background, you could say, "I specialize in great customer service. I was a customer service expert at ABC Corporation and got a top-notch rating because of my customer service abilities." Now that you've made your great first impression in 10 seconds or less, you can create a unique selling proposition for your business. You can tell customers why you're better and grow your business.

AVOID THESE MISTAKES Here are a couple of mistakes to avoid when communicating with a prospect. Be careful that what you say doesn't make you sound the same as every other agent. Remember, you want to establish your USP. So, rely on something other than the same claims and the same promises. In a sea of agents who all say the same thing, there are better ways to stand out from your competition. Keep your market positioning in mind. Here's a real-life example of why this matters. Have you ever heard of a car dealer radio spot or TV commercial? Every car dealer ad says, "We have the lowest prices. We will not be beaten. Our prices are so low." Let's imagine we have a car dealership with the lowest prices. Who cares? The problem is that everybody claims to have the lowest prices, but the consumer needs help determining the lowest prices. With every car dealer claiming the lowest prices, it doesn't matter if you genuinely have the lowest prices because you appear no different from everyone else.

TIRED CLICHES

Here are some of the claims I've noticed real estate agents make. If you claim to have these same things, it may be hard to stand out from your competition. "I'm available 24/7, 365 d e 24/7, 365 days a year!" A lot of agents say things such as this. I'm available anytime. Call me at 2 in the morning, and I will answer the phone." "I have the best service!" In fact, this claim is sad. I honestly feel bad, but I know of a real estate company that started up — a real estate team —and they talked about how they had the best service. That was everything they talked about.

Their branding was so pitiful that they had to change their

company's name. Maybe they did have the best service — I don't know. The fact is, it didn't matter to consumers. It didn't get the company any business. "I return phone calls!" (Yawn!) Many agents like to talk about the fact that they return phone calls. Does anyone sit and stare at the phone when it rings? Does any real estate agent with minimal confidence and enthusiasm not return customers' calls? "I know the area!" I suggest avoiding saying this because almost everybody claims to know the area. If you claim to know the area, follow up immediately with proof. Study your site to learn all you can about it — the demographics, income levels, offering and actual sales prices, sales trends, shopping, schools, and everything else. Make sure your selling proposition is unique. If it's similar to everyone else's, then it won't help you stand out. And if you don't stand out from your competition, you're just part of the background noise. That's different than the way to grow your business. KEY TAKEAWAYS: • Identify the passion, experience, or skill that differentiates you from competitors. • If communicated well, your market positioning signals your value to customers. • You have 10 seconds or less to make a great first impression on prospects. • Avoid clichés that make you sound like all the other agents when communicating.

CHAPTER 6 How to Be the Confident Pro Clients o Clients Want to Hire Sell yourself on you. Now, what do I mean by that? A big part of performing anything well is gaining the confidence that you can do it. You have to first sell yourself — you — on why you’re a great Realtor® and why you deserve people’s business. We all know that confidence makes a huge difference for any business person or professional. Imagine how you’d react if your doctor acted nervous and uncertain when describing the heart surgery you were about to undergo! You have a better chance of getting the business if you're confident. Besides being confident, you can do a couple of other things. Why does this matter? Why do you need to sell yourself on you first before you try to sell other people on you?

HELPING CUSTOMERS DECIDE

The average real estate customer doesn’t know who’s a good agent and who’s not. They don’t understand real estate, so they have no basis for choosing an agent. In addition, everyone has qualms. They’ve been burned by a business. They’ve been lied to by people who are trying to sell them something. As a result, they’re skeptical, and they’re cautious. You have to convince them you’re the right choice; part of that is showing them you’re confident. Think about your own experiences. Think about the last time 33

you hired somebody to work on your car. You took it to a mechanic. Unless you’ve worked with that car mechanic or repair shop for years, and they’ve proved themselves repeatedly, it’s hard for you to have confidence that they’re good at what they do. Now, if they show you testimonials, positive reviews, or you’ve been referred to them by several friends, you’ll have confidence in that car repair shop. But what if there are no testimonials, reviews, or referrals? If you’re talking to them, they can be the best in the world, but you just can’t be sure.

CUSTOMERS ARE OVERWHELMED

Even if customers aren’t skeptical about your abilities, there are so many real estate agents out there, it’s confusing to know which one to pick. When you can talk with a prospective customer, whether by phone or face-to-face, it’s essential to be confident. Your confidence tells them several essential things about yourself. First, it means to them that you’re comfortable. You’re in control of the situation. You can handle things. You’ve been in this situation before. You’re a seasoned professional — even if, in reality, you’re new to real estate! Your confidence tells them that you believe in yourself. You’re not nervous and twitchy, like somebody who doubts their motives or weaknesses or has something to hide. People who are trustworthy and have good character are confident in themselves. These things tell the client they should choose to work with you. The agent who is sold on why they are better is better, and as a result, the customers will probably work with that agent.

HOW TO BUILD YOUR CONFIDENCE

Here’s how you can sell yourself on yourself. Go look at some of your testimonials. Remember I talked about testimonials in Chapter 2 of this book? Read through your testimonials. Remember the stories and think about them. Think about the happiness you brought to families, the problems you solved for them, and the excellent customer service you provided. Then dig into the specifics. Look at past examples of how you got your customers a better deal. Many of your competitors claim to be top agents who sell homes for more money. Check out their list of sale prices. Check out your list of sale prices. See how your list of sale prices compares with other agents and companies. When you do this, when you start to go through some of your past sales, your past customers, you’re going to feel a sense of confidence come over you that is stronger than anything else out there. When you stop to focus on the good things you’ve accomplished and the good stuff grateful people have said about your work, you can’t help but be proud and confident. Every testimonial or positive customer review is an affirmation — a statement that someone believes in you. A statement that you’ve proved your value. A reinforcement of the fact that you deserve to be confident about your work in real estate. These aren’t just “feel-good” statements, either. They’re concrete examples of your hard work, skillful effort, and dedicated customer service. Think about the homes you sold or the buyers you helped find for those sellers. Compare your average list to the sale price with other agents. Look at some deals you could negotiate on behalf of your buyers.

Perhaps you were more effective because you were a better

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