This is the latest in a series of occasional articles on “Negotiation Tips” from former FBI hostage negotiator Chris Voss
By Chris Voss
Life is filled with negotiations. Some are small negotiations, such as what TV show to watch or who should wash the dishes. Other negotiations are high-stakes, like major transactions or funding procurement. Learning the right skills, and practicing those skills, can improve your likelihood of success. Here are a few tried-and-true techniques for negotiations success.
- Prepare to Succeed
Preparation is key in negotiations. If you don’t rise to the occasion, then you will fall to your level of preparation. It never hurts to know who you’re talking to. However, it’s important to include in your preparation some time formulating your communication strategy. If you master the right communication style and employ tactical empathy, then you can build trust just as fast as mentioning a shared hobby or industry detail to establish common ground.
- Use Emotional Intelligence
Emotional intelligence refers to an individual’s ability to recognize their own emotions, as well as the emotions of others. It also means using emotional responses to build stronger and more trusting relationships, improve your conflict resolution abilities and, ultimately, improve your effectiveness as a negotiator. When it comes to negotiating a winning deal, we often view winning as achieving a set of criteria or a certain number of decimal points beside a dollar sign. However, in truth, the idea of winning is much more emotionally driven and not dependent on any predetermined set of criteria. Creating an agreement where both sides are better off doesn’t mean letting the other person “win” at your own expense. Rather, it means understanding the emotional drivers that are impacting your counterpart’s perspective and addressing them in your agreement. Using emotional intelligence to guide your negotiations will help you achieve what you set out to accomplish and to give you more flexibility to reach a beneficial agreement for both parties.
- Listen Using Tactical Empathy
When you become an adept listener it will boost your potential influence and your negotiation effectiveness. Listening will help you pick up on their emotional triggers and you’ll respond in the most ideal way. If a conversation suddenly becomes heated, naming your counterpart’s frustration and demonstrating that you’ve heard what they’ve said can help reset the conversation and rebalance their emotions.
- Listening Techniques.
So how do you demonstrate effective listening during negotiations? Consider these techniques, including “labeling,” “mirroring” and using “minimal encouragers.” “Labeling” involves recognizing an emotion or need that your counterpart has expressed and stating it to gain affirmation or clarification. For example, saying, “it sounds like you need x, y, and z” will help demonstrate that you’ve been listening and likely provoke a “that’s right” response. “Mirroring” means repeating the last few critical words that someone has said, thereby demonstrating that you’ve clearly understood them. “Minimal encouragers” refers to subtle verbal and nonverbal expressions of encouragement like eye contact, nodding, and short affirmations like “uh-huh,” or “sure.”
- Use Time to Your Advantage
It’s natural to want to reach a resolution as quickly as possible in negotiations, but it may not be best. You’ll have more opportunities to achieve the solution you’re seeking if you use time to your advantage and don’t rush or force an agreement. Since we all have different processing speeds, it’s best to understand how your counterpart processes information, which will help you set the right cadence for your negotiation and bring about a more desirable outcome. You can use time to your advantage by slowing the pace of the conversation, which will give you more time to understand your counterpart’s negotiation style and respond most effectively. Allow uncomfortable pauses. Silence encourages your counterpart to speak and provide more insight into their thought process. Using effective pauses and a tone that sounds serious can help get the other person talking. It also prevents you from over-explaining or appearing defensive.
- Understand the Power of Leverage
In a negotiation, having leverage means that you hold a perceived advantage that could give you the upper hand in achieving the agreement you desire. Leverage is a powerful feeling, which is one of the reasons why it is one of the four most emotional words in negotiation. In some negotiations, you may feel you have leverage. Maybe you’re in a position of authority or have access to more information or resources than the other person. Other times, the reverse is true or you may feel as though you have no leverage at all. Regardless of your position, your perception may or may not be the reality. You could be in a position of leverage and not realize it. Worse still, abusing perceived leverage could lead to broken engagements, poor implementation, or deals fraught with regrets. In every negotiation, you’ll either start from the point of leverage or you may need to acquire it. But even in negotiations that seem skewed in the other person’s favor, there’s always an opportunity to gain leverage (or at least make your counterpart think you have it). Here are some tips for gaining leverage.
-- Gaining Leverage: Summarize the Facts of the Other Person
Identify facts, laws, policies, or other data that support and legitimize your counterpart’s position. When you demonstrate that you understand their position, you will increase the likelihood of a negotiated agreement. Human nature dictates that people love to have others understand their circumstances, dynamics, feelings and environment. A summary is a great way to do that.
-- Gaining Leverage: Use Labels
Labels and calibrated questions are tools that can help you discover what your counterpart wants and needs. Using a label, such as, “it seems like you have a reason for saying that…” can help you identify the motivation behind your counterpart’s statement. These verbal observations can be particularly helpful for extracting information from individuals who dislike being questioned. They also encourage a natural, honest response from individuals who don’t like to negotiate.
-- Gaining Leverage: Dealing with Inaccuracies
You can capitalize on uncertainties or incongruence in your counterpart’s statements by using “what” and “how” questions in order make a comparison of the issues at hand. Asking “how” questions and using a bit of deference will make your counterpart feel in control. Even when you’ve identified an inconsistency, it’s important to avoid interrupting or making accusations. Doing so may be tempting, but can quickly lead the negotiation toward an argument or impasse.
-- Gaining Leverage: Slow Down
When you reduce your urgency, you’re sending signals to your counterpart that you’re not desperate to settle (or at least you’re less desperate than they are). So, take your time in the rapport building process. You know what your objective is and it will always be there. Don’t be in a hurry to get to it. The first part of your conversation should NOT about you, rather, it’s about them. You cannot rush demonstrating this. Delaying to save time may feel like taking the long route, but it’s often the fastest road to gaining trust-based influence.
-- Gaining Leverage: Saying No
The power of “no” in the negotiation process cannot be overstated. Consider asking “no-oriented questions,” meaning inquiries that are designed to elicit a “no” response. Providing the counterpart with an opportunity to say “no” to something gives them protection. They feel safe because their autonomy is not threatened. “Yes” is a commitment. It’s an obligation, and generally speaking, we hate being obligated. This tactic is difficult but useful. In addition, there will come times when you need to say “no.”
"You’ll have more opportunities to achieve the solution you’re seeking if you use time to your advantage and don’t rush or force an agreement."
The median price of an existing single-family home in San Diego County hit another new high, reaching $650,000 in June 2018, compared to $602,760 statewide, according to the California Association of REALTORS® (C.A.R.) in its June home sales and price report. June’s median price in San Diego was up 1.6 percent from May and 6.1 percent from June 2017.
C.A.R. also said San Diego County’s home sales in June 2018 were up 2.9 percent from May and down 8.6 percent from June 2017. However, other areas of the state experienced an even larger decline in June in year-over-year comparisons. Los Angeles dropped 10.8 percent, San Bernardino sales fell 10.2 percent and Riverside County sales plummeted 16.9 percent from a year ago. Orange County fell 9.9 percent while Ventura County experienced the largest sales decline in Southern California with an 18 percent year-over-year drop. The Southern California region suffered the largest home sales drop, falling 11.7 percent from May, according to the C.A.R.
“Every county within the (Southern California) region posted declines with all but Orange and San Diego counties experiencing a year-over-year, double-digit pullback,” said the C.A.R. report. “Even the Inland Empire, which had been buoyed by San Bernardino County for the past several months, experienced significant declines.”
“California’s housing market underperformed again, despite an increase in active listings for the third straight month,” said C.A.R. President Steve White. “The lackluster spring homebuying season could be a sign of waning buyer interest as endlessly rising home prices and buyer fatigue adversely affected pent-up demand.
The statewide median home price of $602,760 in June marked a 0.3 percent increase from May and an 8.5 percent jump from the revised $555,420 figure in June 2017. June marked the fifth consecutive month that prices increased by more than 8 percent annually, indicating that price appreciation remains robust and is not showing any signs of leveling off, according to C.A.R. The median price is now 1.4 percent higher than the pre-recession peak and has been growing on a year-over-year basis for more than six years, said C.A.R.
Closed escrow sales of existing, single-family detached homes in California totaled a seasonally adjusted annualized rate of 410,800 units in June, according to information collected by C.A.R. from more than 90 local REALTOR® associations and MLSs statewide. The statewide annualized sales figure represents what would be the total number of homes sold during 2018 if sales maintained the June pace throughout the year. It is adjusted to account for seasonal factors that typically influence home sales. June’s sales figure was up 0.4 percent from the revised 409,270 level in May and down 7.3 percent compared with home sales in June 2017 of 443,120. The year-over-year sales decline was the largest in nearly four years.
“Although home prices increased year-over-year in virtually every region of the state in June, at the same time, nearly every county experienced a significant contraction in home sales from a year ago,” said C.A.R. Senior Vice President and Chief Economist Leslie Appleton-Young. “With the year-to-date sales tally now in negative territory, the back-to-back sales declines could be an early sign that the market is transitioning, especially since further rate increases are expected to hamper homebuyers’ affordability and put a cap on how much they are willing to pay for their new home.”
The median number of days it took to sell a California single-family home remained low at 15 days in June 2018, unchanged from May 2018 and June 2017. Meanwhile, in San Diego County, the median number of days a home remained unsold on the market was 13 days in June 2018, compared to 13 days in May 2018 and 11 days in June 2017.
Other key points from C.A.R.’s June 2018 resale housing report included:
-- By price segments, sales in every price category under $1 million contracted but lower-priced homes registered the largest sales decline as homes priced below $300,000 fell 23.8 percent from a year ago. At the other end of the spectrum, sales of homes priced $1 million and above increased 7.2 percent from June 2017. The very top end of the market, in particular, continues to post double-digits gains with homes priced over $2 million rising year-over-year by more than 13 percent in June.
-- Statewide active listings improved for the third consecutive month, increasing 8.1 percent from the previous year. The year-over-year increase was slightly below that of last month, which was the largest since January 2015, when active listings jumped 11.0 percent.
-- As sales declined from a year ago, the unsold inventory index, which is a ratio of inventory over sales, increased on a year-over-year basis as well. The statewide unsold inventory index edged up to 3.0 months in June from 2.7 months in June 2017. The index measures the number of months it would take to sell the supply of homes on the market at the current sales rate
-- The 30-year, fixed-mortgage interest rates averaged 4.57 percent in June, down from 4.59 percent in May and up from 3.90 percent in June 2017, according to Freddie Mac. The five-year, adjustable mortgage interest rate, however, edged higher in June to an average of 3.82 percent from 3.79 percent in May and from 3.14 percent in June 2017.
In other recent real estate and economic news, according to news reports:
-- According to CoreLogic, San Diego County’s median home price hit another record in June, reaching $575,000, while sales hit their lowest point in years. The previous record was $570,000 in May, said CoreLogic. Home prices have been steadily breaking records all year, with prices increasing 5.5 percent in a year as of June. A lack of homes for sale has reduced sales significantly, while pushing prices up. There were 3,927 home sales in June, down 9.4 percent from the same time last year. That’s the lowest in four years for June in San Diego County. “Affordability and inventory constraints are likely the main culprits in last month’s sales,” said CoreLogic data analyst Andrew LePage.
-- A study of housing conditions in the San Diego region predicts a “perpetual” imbalance between supply and demand that will cause companies to lose talented employees. The most significant finding from the study by London Moeder Advisors is that the region has built little more than 20,000 of an estimated 86,000 new units needed between 2012 and 2020. “There will be a continuation of high housing prices and rent increases fostered by an inability to bring to market sufficient new housing units,” the study predicted. “Without appropriate pubic policy action, demand will perpetually outpace supply.” The study, prepared for the San Diego Regional Chamber of Commerce, also said the housing crisis has led to longer commutes and greater congestion, resulting in employee and employer dissatisfaction, and threatening economic growth.
-- The real estate market and regulations that drive up the cost of housing are certain to be part of the California gubernatorial race between John Cox and Gavin Newsom. Cox recently appeared at a Studio City home that was used for exterior shots for “The Brady Bunch,” a 1969-1974 TV show. The three-bedroom, three-bathroom home was listed for $1.885 million. The house was last sold in 1973 for $61,000. “Mike and Carol Brady could not afford this house today,” said Cox, referring to the fictional architect and housewife raising six children in the TV series. “A family to afford this house would have to make over $300,000 a year because the annual cost of owning this house is over $100,000 a year. That isn’t going to work in California.”
-- San Diego is the country’s fifth best big city to inhabit, according to a study released by WalletHub. The personal finance company used 56 metrics to compile its “2018 Best Big Cities to Live In” list. The country’s 62 largest cities were evaluated. Data ranges widely and includes public school system quality, job opportunities and median annual property taxes, among other things. Seattle, Virginia Beach, Austin and San Francisco, in that order, claimed the top four spots ahead of San Diego. Rounding out the top 10 were Honolulu, Portland, San Jose, Colorado Springs and New York City. Of the 62 cities evaluated, WalletHub ranked San Diego’s quality of live and education-and-health systems fourth; its safety 10th; economy 15th; and affordability 51st. Virginia Beach has the highest homeownership rate of all cities considered: 63.18 percent, according to data. That’s more than twice as much as Miami, which has the lowest homeownership rate of 30.53 percent. Virginia Beach also has the lowest share of residents living in poverty, 8.2 percent, compared to Detroit, which holds the highest rate at 39.4 percent.
Here is the latest in a series of occasional “Best Practices” articles by NSDCAR members on upcoming educational classes. Tom Stamos is one of the instructors for the 2018 NSDCAR New Agent Series, a series of nine classes which begins Tuesday, July 24. Dates for the classes are July 24, 30 and August 6, 13. Classes will be held at NSDCAR’s Vista Service Center, 906 Sycamore Ave., Vista.
By Tom Stamos
I’m looking forward to my participation in the 2018 NSDCAR New Agent Series, which can be helpful to any REALTOR® of any experience level. Any of the nine classes will be filled with the foundational basics for success in real estate. I will be sharing ideas and my experience about residential listing presentations and listing agreements. The intention for my class will be to provide valuable information to help our members succeed as REALTORS®.
Of first importance, it’s critical to start with professionalism. Commit yourself to integrity, full disclosure and constant and clear communication. Also, have the mindset that you are the best agent for the job. A good way to get get rid of the fear of failure is to never compare yourself to anybody else. Practice will instill confidence.
While there are many avenues to be successful in a real estate career, listings are the life blood of a REALTOR® and the most effective way to a successful, sustainable real estate career. Listings attract other listings, as well as buyers and referrals when you do your job right.
Even before you get a listing, have a system in place. A typical listing system includes background information, an optional pre-listing package and a listing presentation. Don’t forget to follow-up.
Your background info should include a realist search. Find out who’s on the title, how many bedrooms and bathrooms, square footage, lot size, when did they buy, mortgage info, etc. Also drive by the property the get to know the neighborhood. Find out if the property is located near a school or whether it’s on a cul-de-sac and does it have a view. As part of your research, perform a preliminary market analysis to get an idea of possible value of the home.
A pre-listing package should include anything that highlights your strengthens and positions you as a real estate expert. Contents can include a cover letter, personal bio, copies of news stories about you to reinforce credibility, information about awards you’ve won, company information and testimonials from satisfied clients. You might also include a detailed CMA, marketing plan and info about preparing the house for sale.
At your initial contact, be relaxed, upbeat, confident and curious. Dress for success. Park across the street, not in the driveway. Find out as much as you can prior to the in-person meeting. Find out their motivation, reasonableness, expectations, knowledge of the market and level of cooperation. A listing interview form may be helpful, but don’t interrogate them.
At your listing presentation, the key is to listen, learn and take control. When greeted and enter the home, go to the kitchen or dining room table and ask if you can place your materials there. There’s where you ideally want to work. Ask for a home tour. Ask them to mention any upgrades and point out things they really like about their home. Also ask them to point out any issues with the home. Acknowledge the good with praise and withhold any judgment for the bad.
When done with the home tour and you’re sitting at the kitchen table, ask if they have any questions before you write up the listing agreement. Don’t talk too much or you’ll lose their interest and risk losing the listing. Many agents spend too much time talking and giving prospects reasons NOT to do business with them. If you talk too much, agents can bring up more questions about themselves than answers.
A prospect’s reaction to a trial close will give you an indication of how much in depth you need to go and if they’re ready to sign on the dotted line. Engage them with open-ended questions, such as “What do you think of that?” Ask more questions to dig deeper for true motivations. Be prepared for anything, but only cover what you really need to. This is when knowing your prospect’s motivation, market conditions and your selling system comes in handy. Present only what you need to present.
Most sellers are looking for the highest possible price and closing at the right time with fewest possible problems. They want to know why you are the best agent to accomplish their objectives while meeting their goals. If you can show the sellers that you can handle every aspect of the transaction, then they’ll hire you on the spot.
REALTORS® should keep in mind that while clients might be interviewing you, you should also be interviewing them. We are real estate experts on behalf of our clients. There are many pitfalls in the marathon race of life, so we should enjoy our work and live an abundant life. Your work and your worth are two different things. So, it’s important to realize that we have the choice to pick and choose our clients, as well. If you see red flags and hazard signs, then you should probably take a detour.
It’s also important to continually learn from your experiences. Improve and tweak your systems after every listing appointment if necessary. More will be shared at the class. Join us. I hope to see you then.
Tom Stamos, is in his 18th year as a member of NSDCAR, was the 2013 NSDCAR REALTOR® of the Year. He currently serves as a member of the NSDCAR Professional Standards Committee and holds a Risk Mitigation Specialist professional designation. A former owner and operator of a local brokerage, Stamos is currently the local managing broker of a national brokerage.
"The key is to listen, learn and take control"
NSDCAR REALTOR® member Jovani Ruiz, an Escondido resident, grew up in Valley Center and graduated from Valley Center High School (class of 2004). The 32-year-old serves as a co-chair with Jackie Camacho of NSDCAR’s Young Professionals Network (YPN) group. The NSDCAR YPN group focuses on connecting and engaging the next generation of REALTORS® with the tools and encouragement they need to succeed. Jovani began his career in real estate sales after graduating from San Diego State University in 2009 with a bachelor’s degree in international business and marketing. He is currently with Windermere Homes & Estates in Escondido. Jovani serves a wide variety of clients and many of them are millennials, those born between 1980 and 2000. Many of his clients are first-time homebuyers. Jovani recently shared his thoughts about serving millennial clients in his real estate practice.
-- Myths about millennial clients:
Some people think homeownership is not a big deal to many millennials, but nothing could be further from the truth. Millennials want to share in the American dream of homeownership. Millennials have not turned their backs on homeownership. They know that buying a home is crucial to financial wealth and stability. The American dream is alive in their hearts. They want to make it a reality. But, their vision may be clouded by misinformation. They may need education about the home buying process. They want to dialogue and learn how to make homeownership possible.
-- What’s preventing millennials from homeownership:
Besides low inventory and affordability concerns, some millennial buyers delay or avoid homeownership over debt concerns. They worry about carrying a lot of debt. But, that doesn’t mean all millennials have student debt because many do not. Many of them are not overburdened at all with student debt. Not everyone has gone to a four-year university. Some have attended vocational schools or they work in fields that do not require a master’s degree.
-- What’s important to millennial buyers:
Millennial buyers want transparency and honesty. They want to work with a REALTOR® who is real and authentic. That’s why I post on Facebook about my wife’s hair salon or our son’s school activities in addition to posts about real estate. I also post about my role as assistant soccer coach at Valley Center High School. Because of social media, many of my clients already know something about me before they reach out to contact me in person They have checked me out and they feel like they already know me. Last year, I closed about a dozen deals with millennials who first found me on Facebook. Millennials also want someone who is patient. Some milennials have waited a long time to buy a home so they can be very deliberate and take their time to make up their mind. They don’t want to be rushed. They don’t know how to get started and need help
-- What millennials need from real estate professionals:
Sometimes, they don’t need an agent to help them find a home because they’ve already found their favorite home after searching on the Internet. What they need is a real estate expert who will serve as their advisor and help guide them through the transaction process. They also need an expert to correctly set the timeline and manage their expectations. Being a resource to your millennial clients will grow your relationship and can result in second-time clients and referrals in the future.
-- Why I like to work with millennial clients:
Since many of them are tech savvy, millennials are comfortable with electronic signatures and apps that help with the homebuying process. It helps makes things go faster, simplier and more convenient. They’re used to ordering meals and rides instantly on a smartphone app. Also, they’re excited about experiencing the whole homebuying transaction process. Plus, they already have a good idea of what they’re looking for. Some place a higher priority on whether the backyard is big enough for their dog. Others want their home to be energy efficient. Still, others are concerned about proximity to coffee shops, grocery stores and retailers.
-- What is YPN?
YPN is a dynamic entry point for real estate professionals striving to become more successful in their careers and gain leadership experience. It’s a platform for REALTORS® to volunteer, network and learn more about the real estate industry, as well as fundraise and make a positive difference in our communities. By belonging to a network of peers who face similar issues, we like to bounce ideas off each another and provide support to each other. We share and discover new ideas together. It’s a peer networking opportunity unlike any other because we engage, educate and elevate.
-- Why I like our NSDCAR YPN group:
At YPN, we focus on connecting and engaging the next generation of REALTORS® with the tools and encouragement they need to succeed. We facilitate opportunities for leadership through education, networking, events, technology and social media, and professional development. It’s about collaboration and working together. We are committed to working together to increase business and leadership opportunities and foster relationships for the future. YPN members seize the responsibility for shaping the direction of our Association and the real estate industry as a whole. We are career-minded real estate professionals who want to stay abreast of the latest tools and resources. Our values are leadership, involvement, advocacy and professionalism.
"Millennial buyers want transparency and honesty."
NSDCAR REALTORS® have a terrific opportunity to learn more about social media at an upcoming seminar hosted by the NSDCAR Young Professionals Network (YPN) group. Everyone is invited to attend “Creating Your Best Brand with Social Media” from 4 to 7 p.m., Thursday, July 12, at Stone Brewing Co., 1999 Citracado Parkway, Escondido. Cost to attend is $40 per person, which includes appetizers and two drinks. Instructors will include Stacia Kennedy, a consultant and social media coach, and Brian Traichel, a LinkedIn sales trainer. Topics will include how social media platforms can generate leads, referrals and sales. To RSVP, click here, http://ypnsocialmediaevent.eventbrite.com.
Stacia has experience assisting REALTORS® and real estate investors generate more leads and sales through online marketing strategies and relationship building. She operates her own consultancy specializing in social media business and marketing strategies. She also is a fitness coach.
On Thursday, July 12, Stacia will share tips for using Instagram. Stacia says that every REALTOR® can sell more homes using Instagram because new things keep appearing constantly. She recently shared the following three Instagram marketing tips for selling more homes:
-- Tip #1: Increase Web Traffic With Instagram Contest.
Here's a simple tip that everyone needs to understand: Instagram contests let you showcase your home for sale, attract new buyer leads and have your clients sharing your content with their sphere of influence. Who doesn't like a fun contest? The most important thing to understand is if you want to grow your audience and get more leads, you can adopt this tactic for your real estate business by announcing your contest on Instagram by asking them to tag their friends on your post for a chance to win. This is critical to your success because you can network with other businesses that have the same potential audience and ask them to donate an item for your contest or simply purchase a popular item at your local hardware or home store and take a picture of the item on Instagram. You can then say once you hit a certain number of likes or comments on the post you will raffle off the prize on a certain day. So, now the thing for you to do is to find a partner or local business that would love the free publicity and get them to share the post on their page to make the contest go viral locally.
-- Tip #2: Facts Tell, Instagram Stories Sell.
REALTORS® can unlock big doors with this simple key tip: Create an Instagram Story! Grab your prospect attention with an instastory. You have up to 15 seconds long, which is more than enough time to grab your prospects attention (since our attention spans are as long as a goldfish these days, not very long). What’s most important about this tip is that mixing up your photos with videos will help you get more attention. You can record your own short Instagram video to complement the images you post. This is showing off the neighborhood, your personality and your brand. As REALTORS®, you can’t neglect this tip because when you share stories your profile is highlighted in a different way catching the attention of your audience. It shows people that you are an expert and that you will be the go-to expert that will be able to show off their listing when it comes time for them to sell. So, now you should simply tap the middle icon in the row of icons at the bottom of the Instagram app. This opens up your photo and video capabilities. Once open, tap on the Video tab and click the red button to begin recording your clip.
-- Tip #3: Use Instagram Ads To Gain Local Interest.
Use this simple tip to jump way ahead of all those your competitors: Instagram sponsored posts will get your images in front of a local targeted audience. You can create sponsored ads posts using Facebook for a very small budget. What's important for every realtor to understand about this tip is that you can target a demographic beyond just your own friends and family currently following you. When you use Instagram ads, you can show off your listings and photos of happy people who have worked with you to help viewers what it would be like to work with you. This helps you because you can certainly do Instagram ads to any of your posts, but I would suggest doing a 15-second video introducing them to a new hot spot in the neighborhood, or invite them to a barbecue at your next open house. If you did a 15-second insta-story ad, that would totally make you stand out. If you need a longer video you can do a one-minute or less video and post that directly on to your Instagram feed and create a sponsored ad towards that video. Now the thing for you to do is to think about a story or a situation you encountered and how you were able to help the client overcome this obstacle. It could be a tip, a mistake that someone made, or a situation that you came across where you gave them the value they couldn't find elsewhere. Then, give them a call to action to a blog post, invite to an open house event, a gathering you are sponsoring or a landing page where they can send their info for you to contact them. Your efforts with Instagram Marketing will get much easier and faster when you accept and start using the knowledge from these three tips to become a successful realtor and leave your competitors behind.
Brian has 20 years of experience in professional sales. He is a LinkedIn expert who helps sales professionals get more prospects by utilizing their LinkedIn profile. He is a master connector, sales strategist, sales trainer, coach and presenter. Brian has worked in the title insurance business for 14 years and has worked with such well-known authors and speakers as Brian Tracy, Tony Robbins and Michael Gerber. Brian focuses on assisting sales professionals, business owners and senior leadership teams to grow their businesses and bran visibility to create a top-of-mind awareness using the LinkedIn platform with psychographic prospecting techniques. He recently shared the following five LinkedIn tips:
-- Tip #1: Change your privacy settings.
If you have never gone into your Linkedin privacy settings then you have the default settings, which allows others to view your connections list. If you want to look at other profiles, then Linkedin will notify the person that you viewed their profile. If you would like to take a more strategic approach to your prospecting, then try setting your view mode to private. In private mode no one can see that you looked at their profile.
-- Tip #2: Accept all invitations.
LinkedIn measures its connections by 1st, 2nd and 3rd degree. The more people you become connected to the more opportunity you will have to connect to a 2nd degree connection. A 2nd degree connection is someone who has a contact in common. A 3rd degree connection is someone that you don’t have contacts in common. LinkedIn makes it difficult to connect with 3rd degree connections as they assume you will be trying to sell them something.
Everyone will need to set their own criteria for which parameters to choose when accepting invites. It is a good idea to be connected to your competition as well.
-- Tip #3: Searching with filters.
Use the LinkedIn search functions to drill down a more specific target client list. You can filter your data by geographical region, industry, job title, school alumni, companies and past companies.
-- Tip #4: Top-of-mind visibility.
Use the Home Page (5CL Method) (daily) with five comments or five likes. Like and comment on five posts daily (any combination is fine). Personally comment under posted articles to put yourself in 1st position. Engage with people who do comment (like and return comment). Connect with poster explaining you enjoyed their article and want to connect. Follow up with endorsement to posting individual, endorse for one skill. Phone call for people who catch your eye-let them know you liked their article. Tip: Use generic comments the goal is to position yourself first in the comments section so others will see your profile. Comment by saying, “Thanks for sharing!,” or “Great Advice!,” or “Agreed!”
-- Tip #5: Your profile
Add some characters, such as stars, to your headline so that you stand out in the searches. LinkedIn searches for keywords in the very top of your profile. Take advantage of the SEO potential and add words that people will be looking for, such as geographic areas and services. Do the same in your summary section. Remember the more keywords the better. Don be humble, everything you have done in your work experience matters for SEO optimization.
More information will be shared the YPN event on Thursday, July 12. We hope to see you there.