Saturday, May 27, 2017

Todd Robertson

Todd Robertson
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Todd is a national real estate sales trainer, and was recently a featured speaker at the Century 21 Global Conference in Las Vegas. After winning numerous speech contests with Toastmasters International, and enjoying a dominating Real Estate career in California, Todd went on to work with mentors Anthony Robbins, Floyd Wickman and Mike Ferry.

How to Add Ten Extra Transactions Per Year

By Todd Robertson

We know that for a lot of agents, prospecting is PAINFUL.  It’s also the one factor that will keep so many from succeeding.  Why?  They fear it rather than embracing that prospecting is just part of the process.  Every “no” brings you that much closer to a yes.  Every conversation brings you that much more involved in building a relationship with the people in your sphere and farm.

That brings us to the point of today’s article.  Hunting and farming.  There are really three ways you can drive business in real estate:

  1. Wait for it. How many agents do you know who are waiting for the phone to ring? Someone to walk through the door? Or a call from a sign or ad?  Certainly the least pro-active means of getting business and one that will never take you far in this business.
  2. Buy it. Some agents choose to buy the business, using internet leads, ads, and billboards – then Dominator-FRONT-LargeWAITING for them to generate interest.
  3. Put a system in place and actively prospecting. In a competitive market such as we have now, this is the only sure way to generate consistent results and income.

The best agents in the world want to get to the point where they do three things extraordinarily well and delegate most of the rest to others. Those two things are prospecting, going on appointments or presenting, and closing.  They also know to get to the top in their markets and stay there they have to be BOTH hunter and farmer.

Hunters aggressively, consistently seek new business and generate leads. They know how many contacts they have to make each and every day to hit the numbers that will take them closer to their goal. For some it might be five live connects with people per day. For others the number may be closer to ten or twenty.  That’s actively reaching out to people such as:

  • FSBOs
  • Expireds
  • Sphere of Influence
  • Business network

Farmers, by contrast, let a system do the work and consistently “touch” the folks in their geographic farm, asDominator-BACK-Large (1) well as their sphere with timely, direct response marketing tools every 21-45 days.  When that happens month after month after month, you create the kind of top-of-mind awareness that keeps your name at the forefront with people so that when someone IS ready to buy or sell or knows someone who is, it’s YOUR name they know to call.

What happens when you put a campaign in place, a system in place and never waiver from it, you create opportunities for additional business. You also have a better life, because you know you’ll have business and referrals coming in.

I know agents who are strictly hunters. They are always chasing new business and have never taken the time to cultivate a farm area. I can tell you for a fact that they lead more stressful lives.  They have no idea where the next deal is coming from, or when the next closing will be.  That’s a hard way to go and a tough way to earn a living.  Farmers can count on business coming in. And top agents? They know that their marketing engine, coupled with their hunting skills will generate the number of transactions they need to hit their goals.

The truth is less than 5% of agents own a 20% market share in their areas.  LESS than 5%! What that should mean to you is that there is a lot of opportunity in some geographic areas, or neighborhoods in your market that you should absolutely systematically reach out to starting now if you want to be the agent in your area to defy that statistic.

They key is to have a consistent system in place. That’s why agents love the Market Dominator system.  They don’t have to think about it, worry about it, or do anything. It’s all done for them.  They know every month a 12×15 marketing piece is sent out using Every Door Direct Mail, so that it literally gets in every single door in the geographic area they want to saturate and earn that 20% market share.  Knowing that their marketing is working on their behalf, generating that top of mind awareness, branding them in the market place, and creating opportunities for new business takes the stress off of them.  They put that piece of their business equation in our capable hands so they can then focus on doing those three things we talked about earlier – prospecting, presenting, and closing.

I’ll give you an example.  I got a call last week from a young lady who called and said, “Todd, I get it, I get it!”  I wasn’t sure what she was talking about until she explained that three months ago she got a Market Dominator in the mail and said she thought at the time – WOW, this agent is stepping up the game.  She didn’t think much of it though she shared, because most agents are “one and done” marketers.  Then she got another one. Then this month she got a third. She said, “That’s it – where do I sign up? This guy is taking my market share!”

The thing is that the Market Dominator is exclusive to the agent based on carrier routes.  So that agent will continue to take market share as long as they stay in the system.  She of course, chose another route and is on her way now to dominate a geo farm of her own.  We had another agent call as well who was farming an area, then stopped.  Another agent swept in, claimed that same farm area and started a consistent campaign and started, of course, generating the listings in that area.  The agent that quit was upset to lose ground, but realized that if he had stayed with it – those listings would have been his.  The truth is that results don’t usually ever come from the first “touch”. They happen when you consistently stay in the game, and usually well after the 5th, 6th, or even 10th contact. That’s why it’s important to have a campaign and system that you can count on to not lose momentum.  Left to our own devices sometimes, we get busy right?  We shift our focus. And the ball gets dropped.  Market Dominator customers don’t have to worry about that.  We do the heavy lifting. They focus on prospecting, presenting and closing.

If you’re ready to have a better life – I challenge you to be BOTH hunter and farmer.  As a hunter, make those weekly phone calls, reaching out to the folks in your market that can help you generate quick leads and listing opportunities.

As a farmer, I encourage you to put a system in place like the Market Dominator so that you are cultivating a geographic farm that will, in time, allow you to own a 20% or more market share that will indeed be worth five, ten, or more additional transactions to you per year.

If you want to learn more, give me a call at 702-683-1967 or email us today.

Need help building your collateral materials, sending Just Listed/Just Sold postcards, finding the right free reports for your buyers and sellers, or building a better brand for yourself?  

Visit us online at www.prospectsplus.com or give us a call today at 866.405.3638.

 

 

What You Do Defines Your Course of Success

by Todd Robertson

There’s a saying that sticks in my head from my days training for Floyd Wickman. He used to say, “there’s dominator march
nothing special about special people – it’s what they DO that makes them special.”  How true. So many people go through the motions of working in and on their business – but stop short of taking the massive, pro-active action that it takes to get extraordinary results.  I just recently had a conversation with one of our Market Dominator customers who believes in taking action in big ways, and in turn, is getting big results.

First, a disclaimer. Of course we recognize that there are different markets out there, and different results for different agents depending on those markets as well as agent experience and skill level.  What we also recognize after more than 25 years in this industry is that two factors really stand out when agents are firing on all levels:  skills and motivation.  This week, I challenge your to rate yourself in both categories and see if there is room in either to raise the bar so that you can raise your results.

Our Dominator Member, Patrick, dug in and took massive action. He not only signed on for the two year campaign, but he’s sending 5,000 of the 12 x 15 Market Dominator pieces per month.  Most folks take one or two carrier routes, which average anywhere from 500-1000 homes.  Patrick is sending to 5,000 each and every month.  He recently shared that after just the first couple mailings he’s taken three listing calls and recently took one listing that he listed and sold before the sign went up, getting both sides of the transaction.  That’s extraordinary, but it also showcases how he’s working and raising the bar in those two areas — skill and motivation. To generate listings and sales the way he does he has to not only market effectively, but be able to execute on that marketing.  He has to be on the top of his game in three additional areas:  presentation, qualifying people, and pricing property right the first time.  And given his results, I’d say he’s crushing all three.

Analyze yourself, your skills and motivation from 1-10.  What’s your energy level?  Your enthusiasm?  Your willingness to prospect? (Most agents least favorite thing to do.) Your listing presentation?  Your ability to price it RIGHT not just tell the seller what they want to hear? How are your negotiation skills? What’s your follow up look like? Ask yourself if you are at a 1-4 on any of those levels — how do you get to a 10?

Here’s why:  action supersedes everything.  If you’re willing to take your game from a 1 or a 3 to a 10 in every area of your business – do you think it might bee worth 5, 10 or even 20 additional listings per year?  I can tell you from experience — it absolutely can.  We’re only in month two of the year.  Are YOU ready to take ACTION?

Need help? Contact our marketing team at 866.405.3638. They’re ready to help with all your marketing needs.  Interested in learning more about the Market Dominator?  Contact Todd Robertson today via call or text at 702-683-1967 

How to Dominate in a Geographic Farm

By Julie Escobar

Many agents are in summer mode right now, and top, savvy agents are in ‘summer success mode’. Which means they’ve got strategies in place to keep their business machines running, planned time outs for vacation memories, and they are all-systems-go with a game plan for the last half of the year.  If that sounds like you, then it’s likely you are in the top 10% of agents out there. If not, let’s take a look at some ways to put your own systems on go so that you are dominating in your market, and still have some time for fun!

To help do that I sat down with Coach Todd Robertson this week to talk about what agents can do to build their brand, their bottom line – and finish this year strong. Here’s what I learned:

Q:  Hey Todd.  We were talking the other day about agents going ‘all-in’ to ensure that they are the dominating force for their sphere and in their farm.  Can you tell our readers a little more about that?

A:  Absolutely.  I like to use the pool analogy to explain this one – seems perfect for summer, right?  When we talk to agents about doing what it takes to win in a market, we know with 100% certainty we can help them do that.  Think about the agents in your market.  90-95% of them are sitting at the edge of the ‘pool’ – with their toes in asking themselves some questions. Is the water too hot? Too cold?  Too deep?  Should I jump in?  But the top 5-10% of agents aren’t asking those questions.  They are the ones that have the mindset that they’ve committed to winning.  Because the truth is you can be a self-made success or a self-made failure.  The difference is whether or not you are all in.  Whether you’ve decided to put everything you’ve got into doing everything right or whether you are like a lot of agents who accept “it’s not you it’s the market.”  That’s direct, I know, but it is a differentiator.

Here’s a video I did recently for our Dominator customers that describes the importance of being “all-in”.

Q:  You’re right – it’s the agents who aren’t holding anything back that are crushing it in their markets.  Part of that means successfully branding themselves – what are customers doing to expand their brand?

A:  Repetition. Repetition. Repetition.  It’s like that country singer who was congratulated on his “overnight success” – the one that took 20 years of “overnights”.  While it doesn’t have to take 20 years to ‘make it’ in real estate, it does take consistency. Remember the 3-7-27 Law of Branding – it takes three touches for someone to know your name.  Seven to put your name with your business. And twenty-seven to be a brand name in their minds.  Consider putting three things in place this month:

  1. A campaign. Doesn’t matter what your campaign is – as long as you’ve got a system in place to ensure it goes out each month, EVERY month. No exceptions. One that’s done, so you’re not spending precious time each month reinventing the wheel, trying to decide what to do, putting it off for another day, etc.  One of the reasons our Market Dominator campaign is so successful is that it is all done for you for the most part and it’s for two years. That means agents aren’t leaving their marketing to chance, they know it’s done for them.  They’re ‘all in’ for that neighborhood or neighborhoods and not going anywhere until they earn at least a 20% market share.
  2. Automate your Just Listed/Just Sold. Put those on auto-pilot.  We have the technology in place these days to do it and they are still one of the best tools in to effectively market yourself, your business, and your listings.
  3. Go meet the neighbors. Listen – mindshare = market share.  Top agents are out in their communities, out in their neighborhood farms. They are knocking on doors with door hangers and meeting the people. They are supporting the schools and the surrounding businesses.  They are present and visible because that’s what it takes in today’s competitive market. That stealth agent thing never got anyone any listings!

Q:  Great to-do list!  Todd, you’re working with agents who already are all-in for their farms.  Recently one had another agent’s sign pop up in their neighborhood market. Let’s talk about the psychology of seeing someone else’s sign in your territory?

A:  Yes, it’s like nails on a chalkboard-right?  And it should be.  Here’s why:  If you’re an agent farming an area and you know that you’re not giving it your all, then there is going to be some pain there.  You should be asking yourself, what else can I do? What am I missing? How can I be stronger?  Because when you take ownership of that area – then you will be all-in.  You’ll be sending out the Just Listed, you’ll be hosting the aggressive open houses, you’ll be walking the neighborhoods and meeting the people.  You’re leaving nothing on the table.  Will there occasionally be one you don’t get because they had a friend of family member in the business?  Sure – but if you know that you’ve done everything you could do – you’re all right with that one because you know the next one belongs to you.

Thanks so much Todd for sharing these strategies and insights with us this week!  If you want to learn more about Todd’s Market Dominator system, watch this video or email him today.  To get help putting some of our other systems in place or speak with a marketing representative about what you’d like to use to hit the rest of the year hard, contact our team at 866-405-3638.