A quick Amazon search for real estate books comes up with over 60,000 titles. There is no shortage of coverage on the subject. Whether you are a real estate agent looking to increase your business or an investor looking to grow your real estate portfolio, here is the list of top 10 best books for real estate agents in 2021. Every one of these books have been hand chosen because I believe they have had the most impact on my success as a real estate agent, broker and coach. I’ve made it my goal for many years now to read a book a month. This goal is in addition to the numerous blog posts, YouTube videos, and podcasts I follow and listen to. I feel that it’s crucial always to be learning new things. I’ve never picked up a book that I didn’t learn something new. I honestly attribute any success that I’ve had in business, personal, and life in general to a never-ending quest for knowledge and books is a significant part of that. This year I challenge you to set a goal for reading books, whether it be through Audible, Scribd, Google Play Books, Apple Books or Blinklist ( my personal favorite) in the car or setting time aside to read. Pick some number of books that you are going to read this year and stick to it. You’ll be amazed at what reading will do. Not just for your knowledge but your hunger for more information!
1. The Millionaire Real Estate Agent by Gary Keller. – It’s like the realtor’s bible. Read this and it’ll spell out all pieces of the business that any agent should plan to invest their time in. Covers lead generation, leverage, mechanics of the business, and finances. Start here!
2. The Conversion Code by Chris Smith. – This book by Chris Smith, who I’ve watched and learned from afar, is one of THE best books for real estate agents on internet lead generation and conversion. I read this book in the summer of 2017. I had already been doing internet lead generation for years in a big way but got WAY more out of this book than I could have ever imagined. It has since quadrupled my lead generation and vastly improved my conversion process.
3. 6 Steps to 7 Figures by Pat Hiban. – I’ve listened to his podcast, Real Estate Rockstars for years. He’s interviewed some of the best minds in real estate. This book is his step-by-step guide to creating success in real estate. All steps are relevant and spot on to truly having success in this business. Pat’s all about actionable content so be prepared to have a lot to do after reading this book.
4. Your First Year in Real Estate by Dirk Zeller. – It’s no mystery that your first year in real estate is likely going to be the most challenging year you face. Many agents give up before even hitting their one year mark. Much of this is due to expectations of agents that get into the business. With Dirk Zeller’s book, Your First Year in Real Estate, he shares the proper expectations and gives solid advice on how agents should spend each day throughout the year. He also shares some of the common pitfalls that new agents make, saving you some time and energy.
5. The E-Myth Revisited By Michael Gerber. – For the first two years in my general real estate career, I was a real estate agent that WANTED to be a business owner but didn’t know how to create the success I was looking for. I was a great agent so I assumed it would be easy to run a great real estate business. If anything being a good agent has been the biggest hamstring on running a successful business and this book exemplifies exactly why that is and how to fix it. I still don’t have it all figured out but I’m getting closer each day and this book is a major reason why.
6. Exactly What To Say The Magic Words For Influence and Impact By Phil Jones – This book is so good for understanding the power of our words. It shares the top 23 most powerful phrases on the art of influence and impact. I was amazed to learn why we say things and why they have impact or not. Definitely a book you really need to sit down with and journal and study and watch the impact it will have in your personal and professional lives. Phil Jones is a master in communication and you will be glad you read this book.
7. Never Split The Difference. Negotiating As If Your Life Depended On It By Chris Voss. – There is very little training and support in this topic for real estate professionals and it amazes me that most of us like myself learn to negotiate by practicing and screwing it up on our clients. One of the best books I have read on the topic of negotiation and highly recommend this book if you really want to take your skills to the next level.
8. The Go-Giver By Bob Burg. – An easy but powerful read for all real estate agents as you learn The Five Laws OF Stratospheric Success from the master himself Bob Burg. This book is still one of my all time favorite reads and pick it up once a year just to give me perspective and insight. I hope you enjoy it as much as I do.
9. The Sales Bible By Jeffrey Gitomer. – “The Sales Bible” is a catalog of sales tips and rule of thumbs, which every salesperson should know. Jeffrey Gitomer gives useful advice to selling in an unfavorable economy, which is truly motivating and inspiring. I highly recommend this useful book, to all salespeople who need all the encouragement they can get.
10. The Energy Bus By John Gordon. – I believe that the key to success is energy management and not time management. This book is a fantastic fable that will help you create positive energy with ten simple rules and make it the center of your life, work, and relationships.
11. Think And Grow Rich By Napolean Hill – Financial management is one of the greatest challenges for so many real estate professionals. Reading this book and learning the foundational principles changed my life and allowed me to avoid the common financial pitfalls I see in so many real estate professionals. A must read indeed!
12. UnSelling By Scott Stratten. – I could list so many books about customer service that you need to read and the art of delivering the unexpected and creating raving fans. This is one of my personal favorites “UnSelling” is about the big picture: creating repeat customers, not one-time buyers; creating loyal clients that refer others, not treating people like faceless numbers; becoming the go-to company for a product or service, before people even need it.
Real estate is not an easy business career and my goal is to help as many agents as I can to truly find the lifestyle they desire. You have one book a month to read in 2021 that I know had a profound affect on my own life and I know will have the same on yours. Please reach out to me and share some of your all time favorite books that made a huge impact on your life!
We are experiencing unprecedented low inventory levels across North America and it seems that we are going to see this for a while in 2021. Sellers don’t know here they are going next and worried that they would list and sell and then be without a home. So ask yourself what’s your goal in 2021? More buyer leads, more listing appointments, better brand recognition and market share? No matter which of these you’ve set your sights on, there’s one sure-fire way to help with each of these: listings. In addition to generating new real estate buyer and seller leads, listings also offer the opportunity to showcase your brand and expertise with valuable, relevant content. So if you believe that More Listings = More Leads and you want more of both, you’re in the right place. Read on for 19 strategies to generate listings from your past clients, sphere of influence, cold leads, and more.
1. Call your past clients and sphere to share some good news. – Let’s start with a big one: this tip can help you with every single person in your database (and ones who aren’t even in there yet). Bring value to the table right away with an interesting stat about the housing market. Here’s a great one to start, with a great angle built into it: The value of the US Housing Market increased by $1.9 trillion in 2020. That’s a 6.2% increase! Want to know how much your house’s value went up as part of it?
You know your market better than we do, so if you’ve got a more interesting or relevant stat about your area, lead with that. Regardless, find an appropriate angle to pair with your stat and you’ll start having better conversations that lead to more listings.
2. Send this email. – Here’s another stat for you to share with your past clients, sphere, and seller leads, and it’s a doozy and has generated a ton of interested replies and appointments. For the subject line: Zillow was WAY off! Or The Assessment Authority was WAY off!!! Here’s the message we wrote: Did you know that the CEO of Zillow sold his home for 40% less than the “Zestimate”? They actually have a disclaimer on their website where you can see exactly how INACCURATE they are. They just make it hard to find. With that in mind, if you are considering the sale of your home, (or the address of a home you want to buy), reply to this email right now with your home’s address and I would be happy to send you a “Zactimate.”
3. Post an Instagram Story poll. – This might be the easiest tip to act on – you can open your phone and do it right now. Add to your Instagram Story with a poll asking: “Are you planning on selling your home this year?” Obviously you’ll get more “No”s than “Yes”es but any Yes or more in-depth answer provides an easy opportunity to follow up via DM.
4. Go live on Facebook from a neighborhood entrance. – You’ve probably heard you should be investing in video. If you’re ready to take the plunge but haven’t figured out what to film, here’s a tried and true way to get yourself out there: Head to a local landmark or the entrance of a neighborhood in your area. Give the details about two properties that recently sold nearby. Add a CTA that lets your viewers know they can email or DM you to inquire about other sold homes or check their own home’s value. That’s it!
5. Start each day prospecting for sellers. – Generate more appointments and contracts with the 5-5-4 routine and it’s easy to duplicate. Every day, you should have:
5 conversations with people you don’t know, new potential prospects
5 conversations with your hottest prospects
4 conversations with your sphere of influence
What do you say on the phone with your sphere? Try “Have you had any thoughts of selling?” and “Do you know anybody that’s had thoughts of selling?” Tim’s sphere is so used to answering that now they start thinking about who might be selling any time Tim pauses in the conversation.
6. Search Zillow’s “Make Me Move” listings (and FSBOs) Here’s a strategy to help prospect seller leads that you can be sure want to sell their home. In fact, they’re already on Zillow. Head to Zillow.com and search for homes for sale in your area. Clear the “Listing Type” menu and only keep “Make Me Move” selected – now you have a list of seriously interested sellers to start some conversations with. Once you have the filters selected, not only will you see the current Make Me Moves but you can ALSO subscribe via email to get alerts any time more are added!
7. Use Realtor.com (or your MLS) to find upcoming expired listings. Just like the tip about Zillow above, this technique is available to anyone thanks to technology and public records. Use Realtor.com’s home search and sort by “Newest Listings.” But you’re not here for the most recent listings on the market, so scroll down and click on the last page of search results. Take a screengrab of the listings with a low photo count and a high number of days on the market – you can show the seller the difference between how their home was marketed before it expired and how you can help show it off now. Now you’ve got a list of some upcoming expireds and can start your prep work on how you’ll approach them.
8. Take advantage of the “instant offer” trend. – Instant Offers have, understandably, made some real estate agents worried. Open Door and Zillow Offers make a compelling argument to consumers who are motivated by convenience. But that’s not their only motivation… Instant Offers are all but guaranteed to be low-ball offers. If you’re in a market where homes are moving fast, you can turn an “Instant Offer” into a seller looking for a home value report. How? We like what the Wertz Group does by asking “Does your home qualify for an ‘instant’ offer?” Be prepared to respond quickly: many sellers want the most money they can get, but these companies are proving there is still a huge market for people who value speed.
9. Refresh your listing presentation and process. Focus on current marketing strategies in today’s economy and offer the solutions to the challenges of the sellers. Add pre-emptive offers, multiple offers and coming soon strategies and information that we never had to have before.
10. Sell your services. – If you ask the average real estate agent what’s more important between buyers and sellers, they’ll typically say sellers. But when you look at their websites, the first thing highlighted is a home search. Stop sending the wrong signal, start selling your services. Every real estate website should have a page that sells its services to potential home sellers. Selling your home is a daunting process, so give your prospective clients the peace of mind that you have a tried and true plan to list, market, and sell their home.
11. Establish a Seller Success Series. – When you’ve used all the tips on this list, you’re going to have a lot of happy sellers. You can turn those into even more listings, by turning the corner on a common business practice and making something truly compelling. He’s leveled up his reviews by turning his wildly positive customer experiences into evergreen content that sells every new person who comes to his website. The stories are interesting, unique and are an authentic representation of his brand. The best part? People help support what they create. Feature your clients in a positive light and turn them into your brand ambassadors! We believe that if you tell more stories, you’ll sell more homes.
12. Find hidden sellers. – It’s no secret that generating buyer leads is much easier than attracting the ever elusive seller lead. The common mistake we see many savvy real estate agents miss is they forgot to ask their buyer leads one very simple question. “Do you need to sell your home before you buy a new one?” Buried in your database of thousands of buyer leads are hundreds of sellers. These homeowners need to sell their home before they buy a new one, they are just waiting for you ask the right question! Here’s the tip: Update your automated action plans that go out to include a question about their current living situation. “Do you own a home and do you need to sell it before you buy a new one?” You can tweak this script to your liking but whatever you do, don’t forget to ask!
13. Update your referral network. – This is actually a two-step tip: first up, it’s time to update your list of approved and recommended vendors. Finding reputable people that you trust is the hard part, so take this question to your email database and your followers on Facebook. “We’re updating our list of approved vendors. Who do you love and recommend?” Be sure to let them know you’ll be publishing your list publicly.
14. Re-earn their business. – One of the biggest mistakes we see people make is mistaking delivering a great experience for earning a customer’s business for life. For some, sure, a job well done means you’ll go back to the same agent the next time you have a real estate need. But some consumers treat transactions like exactly that: You do a service for them, they pay you for that service, end of transaction. That’s why it’s important to stay on your past clients’ minds, but not be intrusive or obnoxious about it. We’ve crafted an email for you to send that can help achieve both.
Subject Line: What’s your plan?
Here’s the message we wrote: Hi [name], It’s sometimes hard to imagine a day when you’re going to want to sell your home, but that day eventually comes. 1 year, 3 years, 5 years? It’s hard to say because life has a way about being unpredictable.
I wanted to make sure you knew I was here for you when that moment came. My job is to help develop a plan: There are things we can be doing now and in the future to help maximize your profit when you sell. This includes your mortgage payment schedule, what home improvements to make or avoid, and, of course, timing. All of these factors (and many more) have a dramatic impact on what you should do between now and when the time comes to sell.
15. Incentivize loyalty. – You’re probably familiar with loyalty cards and VIP programs. You probably even do some form of one, with the occasional gift and past client appreciation events. VIP experience enhances the whole process. Make past clients and referrers feel special with one-time perks like free movie tickets and dinner at local restaurants, but she also formalizes it with quarterly gifts, recurring coffee and tea, and more.
16. Speak to their pain points. – People have a hard time believing you can solve their problems if you haven’t made it clear you understand what those problems are. Many avoid writing discussing the potential pitfalls, not wanting to appear to be a fearmonger. But there’s a lot of space between “everything is awesome” and being a Negative Nelly – space that real people occupy and need guidance through. So don’t be afraid to acknowledge those pain points in your ads and emails. Speak to issues like not knowing whether it’s the right time to list, whether they’ll be able to afford a new home, the complications of the home selling process, and more. Then point them to the Seller Services page we recommended you build back in Tip #10 and stake your claim as the expert who can help through all the challenges.
17. Level up your just sold posts and home value ads. – There was a time when simply publishing a good looking Just Sold post on Facebook was enough to be a differentiator. That time has passed. It’s time to get back ahead of the curve. Everyone’s doing them now. So how do you make yours stand out? This data can be presented as the dry, public record that it is, or you can make it connect with your audience by framing it in a specific, timely way. Which of these are you more likely to click?
Just Sold ABOVE Listing Price: 2 bed, 2 bath condo in the North End or Another North End Condo Sells ABOVE Asking Price: Find out how this impacts your home’s value
The best opportunity you have now is to turn these “Just Sold” moments from general awareness campaigns that showcase your overall prowess into direct opportunities to help individuals who will do business with you.
18. Give away your secret sauce. There is a general fear in real estate that if we give away our information, our competition will steal our ideas or our consumers will realize that they don’t need us. But the truth is this: Consumers have proven time and time again they are willing to pay for convenience. Instacart, Dollar Shave Club, Quip Toothbrush — all charge a premium to remove the hassle from the process of buying or using the product. By giving away your trade secrets, you elevate your brand and become the authority. It’s counterintuitive but it’s true. Creating a well-designed, comprehensive, useful piece like “40 Top Tips for Selling Your Home is a big step in earning the trust of the consumer.”
19. Use your current bona fide buyers. – Ask for help and humanize the message by sharing first names of buyers and what they want to buy and spread the word. Email your database or post on your social media channels who is looking and what they need. If safe you can door knock or leave a door hanger, mail a flyer or postcard or just post a video asking for help for you buyers and see if that triggers a listing appointment response.
20. Mail or drop off unsolicited CMA packages to all your past clients. Just put together all the listings and sales in the last 6 months that are relative them and their home. Don’t give them your opinion of value and call them a few days later asking them if they got it? Any questions? See if this will trigger a listing appointment response for you as well.
So there you have some more creative of ways to be proactively generating appointments for listing opportunities in a market that we all need to be proactive versus reactive to get that product and inventory back up again. Feel free to reach out and share any other great listing appointment generators you may be having success with today!
So many of my coaching clients feel guilty for not maintaining contact with their past clients and think it is too late, embarrassing and they don’t want to hear from them. This is the furthest thing from the truth and this week we are reactivating old clients, generating referrals, and building our relationship list. Many agents I know have a drawer full of old clients they simply forgot. Life gets busy and before you know it, it’s been months (even years) since you last contacted some of your clients. That’s why we created the “Never Too Late Letter ”… This is an easy way to get back in touch and harvest referrals and repeat business from your network, and this letter has worked for hundreds of agents all over the world. I’ll give you the letter to use and also give you an example of a Referral Coupon. This coupon is designed to work much like a “bounce-back” type of coupon that restaurants and retail stores use. The very same strategy will work for you if you just give it a try.
How To Use The “Never Too Late” Letter System…
STEP 1: Create a LIST of your past clients and friends, friends, family, and acquaintances from your files, phone contacts, email accounts and social media sources. Narrow your list down to the people you’ve not contacted in the last 6 months.
STEP 2: Send them a personal LETTER Here’s two pre-written letters for you to use and make your own.
STEP 3: Give your Power List a meaningful REASON to get back in contact with you using a “Referral Coupon” that goes with this letter and they may or may not use it, but it’s a stand-out way to remind them that you work by referral. (IMPORTANT: This coupon is designed to give a discount to the END-USER only. In most, it is illegal to directly compensate any unlicensed person for sending you business. This coupon only makes a discount offer to the end user, NOT to a person sending you a referral.)
STEP 4: FOLLOW-UP with regular contact (at least monthly) Agents tell me they start getting calls within a few days after this letter goes out. But you can also follow up by phone 7 days after sending the letter. Going forward, you’ll want to keep in contact in a meaningful way. This is very important. For every 100 people on your database, 14 of them will buy or sell a home in the next 12 months. And that doesn’t include the Referrals they could be sending you. Don’t continue to leave this gigantic hole of lost revenue in your business by not following up at least once a month.
This “Never Too Late Letter System” will help you get back in touch with your clients. Then you have make a commitment to not lose touch again by following up with your network each month with welcomed and valued contact. Would you like to use a marketing system that costs nearly $0.00 and can bring you a steady flow of quality, motivated buyers?
Knowing what the biggest objection you face over the next few months allows you the edge to be prepared when it strikes. We all know the #1 objection all agents are going to get from real estate buyers and sellers is “We want to wait until the spring to buy or sell our home.” So having the ability to change how the buyer and seller feels about waiting to buy or sell until the spring is imperative to your winter real estate success!! Don’t try changing their minds and building their defense mechanism up but educate them and change how they think and then they change how they feel about buying over the winter instead of spring. The fact of the matter is, the reasons and myths are endless so it’s our job as REALTORS® to be equipped with facts and a strong reality check to combat these reasons we hear every day. To help you educate the consumers through the winter season I put together some of my top reasons a client would want to choose this time of year to buy, sell and list a home.
Here Are The Top Reasons to Sell Real Estate Over The Winter
#1 – Only The Serious Buyers Are Looking Over The Winter – Yes there are fewer buyers, but those buyers are usually very SERIOUS about making a purchase or many HAVE to make a purchase. Who else would want to look at buying during the winter?
#2 – Fewer Winter Listings Means Less Listing Competition – Most sellers wait until the spring or summer to list, so your home will have far less competition. Spring = Greater supply = Same Demand = Less Money
#3 – January Is The Biggest Corporate Transfer Month – More corporate relocation moves happen during January than any other time of the year. Catch the corporate relocation buyers while you can.
#4 – Better Personal Prompt Customer Service – By putting the home on the market during the winter you experience better, personal and faster customer service from movers, lawyers, banks, insurance providers etc. Listing realtors have more time to better serve their sellers and get all the marketing strategies in place.
#5 – More Bargaining Time to Get More Money – By starting to market your home early, you may be able to secure a higher price with more listing exposure time. This season allows a seller to not be in a rush to sell and allow for more market exposure time and ultimately generate a higher price than in the spring.
#6 – Timing Is Everything. So Sell Now & Buy In The Spring – If your home sells quickly, you will be able to shop for your next home during the winter, a great time to find a bargain! More time to look and not pressure to shop and beat the other buyers. Sell first and then buy in the spring when the inventory and selection begins to rise for you when you are the buyer.
#7 – Standing Out In A Smaller Crowd – Most REALTORS® and offices have less inventory during the winter, enabling your home to stand out even more. Less marketing noise out there for the buyers and they see your home with ease now.
#8 – 20% Of Sales Still Happen During the Winter – Buyers and Sellers are usually quite motivated to get the transaction completed. We still have 20% of the business in the year occurring during the winter. This can mean less price haggling and fewer hassles during the process.
#9 – Buying Without Having Something To Sell First – By selling now you may have an opportunity to be a non-contingent buyer during the spring, when more houses are on the market! Less “subject to the sale” offers from buyers and you are not one of them when you are buying your next home.
#10 – No Yard Work When It’s Freshly Covered In Snow – Great time for a home that needs a yard make over to sell. No need to worry about your yard work. Snow makes it look fresh and white.
BONUS…..
#11 – Buyers Time Everything Too – Buyers begin the search and purchase for spring moves in January, February. Busy move times are March Spring Break, April Easter, May long weekend and July long weekends
#12 – No Pricing Wars With Others Sellers – Less choice for buyers means less sellers to play pricing against each other. Buyers will often make more concession in their buying decision with less choice
#13 – A Holiday Magic Feel To Your Home – Property shows well, almost staged with holiday décor adding to the ambiance. Tis the season for your home to shine!
#14 – Higher Quality No Looky Loo Showings. Little chance of quick showings and not being prepared to show your home. Easier time of year to make appointments and give sellers advance notice. Higher quality showings
#15 – Right Buyer, Right Time Odds – The odds are the same for the right buyer looking at your home regardless of the season. Right buyer, right time, right home
Here Are My Top 10 Reasons to Buy Over The Winter
#1 – Fewer Or No Multiple Offers – Little or no chance of multiple or competing offers for the buyer during this time of year
#2 – Better Personal Prompt Customer Service – Better service from all service providers like the agents, banks, insurers etc. Not as busy now.
#3 – Sellers Are Motivated – Sellers motivated at this time of year if still trying to sell from summer or fall. Sellers willing to negotiate, been on the market for some time now. Give and take.
#4 – Expired Listing Inventory – Buyers can shop the expired listings market, which has the largest selection this time of the year.
#5 – Better Closing Options – Good time of year to make an offer and do the due diligence, buyers can move quickly now or slower in the spring if not in a rush.
#6 – More Alternative Housing Options – Easier for sellers to find alternative housing, not as much pressure finding a rental vs. the really busy spring and summer season.
#7 – Contingencies and Subject to the Sale Of Acceptable – Great time for buyers to make contingent “Subject to the Sale” offers and get them accepted and movement on the price.
#8 – Better Available Moving & Service Providers – Easier time for a buyer to move and find help and services like movers, cleaners, storage.
#9 – Smoother Mistake Free Completions – Better timing for buyers on completions with lawyers, banks land registry. Not that busy and time to attend to you now.
#10 – Buyer Competition Lower – Less competition for the same property from other buyers on the deals that pop up this time of year.
Bonus…
#11 – Having More Time – Having time to make a decision and not be pressured in to offers or pressured into removing conditions or speeding up your due diligence time.
Now that you’re equipped with ammo to overcome any objection, educate the consumers and debunk the myths and go out there and list and sell some real estate this winter season!!
When you think about it, there’s nothing difficult about picking up the phone and calling a few people. Right? It’s easy to do… and also easier not to do. And that’s the danger. So why do we have this reluctancy to picking up the phone and making a call? Why is it so easy for us to not make those calls? I talk with a lot of successful agents on a regular basis. And if I had to boil down what makes those people so successful, it’s not that they’re all insanely innovative and breaking new ground. It’s not that they figured out some marketing “hack” no one else knows. It’s not dumb luck. It’s one simple, common trait – they’re doing the work. They make the calls and contact the people and have the discipline to do it over and over and over even though it is not what they want to do nor is it glamorous but it is the key to their success. It goes back to one of my favorite quotes: “Do the thing, have the power.” –Emerson. Having the discipline to take consistent action is really what separates the winners from the also-rans in this business.
Today I’m sharing three ways to overcome that resistance to making your calls so you can start booking more appointments… consistently!
1. Get Prepared In Advance – I’m sure you’ve had this happen… You wake up with the best of intentions to make your calls. But before you actually begin, something comes up. Or you “remember” a more urgent task you should be doing (which, in reality, is just an excuse). Or you simply avoid it because you don’t feel like it. And over time, this failure to make your calls is absolutely killing your productivity. It undercuts your potential. It’s the biggest reason why agents ride that rich/poor rollercoaster and fail to create any predictability in their businesses. This often happens because you didn’t prepare ahead of time. A productive prospecting session begins the night before. You need to get everything prepared so there can be no distractions and no excuses to get started the next morning. The night before, be sure to gain clarity on things like: Who am I going to call? What’s the outcome I want to achieve? What scripts do I need to achieve those objectives? Answer these three questions at the end of each day, get everything ready, and you’re much more likely to follow through on your appointment setting calls the next day.
2. Get Yourself Charged Up – Half-hearted prospecting is not successful prospecting. Even if you’re not “feelin’ it” when the time comes to start making your calls, you need to know how to get yourself to a peak state. And it’s more than just mental. In fact, I think it starts with physicality. A great way to get that energy up is to move your body. Jump on a mini trampoline, do some jumping jacks or whatever it takes to get your blood flowing. Then comes the mental part of it… your affirmations and strategic questions to put yourself in a winning mindset. “I’m a lean, mean, appointment-setting machine!”“What do I love about my clients?” “What do I love about setting appointments?” Do this regularly and I guarantee you’ll have more productive call sessions and build some serious “appointment setting” momentum.
3. Share Your Results? – What’s your first response to the suggestion that you should actually publish the results of your prospecting sessions to the public? I suspect many agents will feel like, “I don’t want to do that. It makes me look desperate or like I’m a telemarketer.” Do you feel that way? Because if so, here’s my response: You’re looking at it all wrong, and your whole mindset around prospecting might be off base. Remember this: You’re not calling people to “sell” them something. You’re calling to check in, catch up, build rapport, answer questions, and inform people of market happenings. You’re calling because you care, and because that’s what trusted advisors do. Once you start thinking about it from that perspective, it becomes a no-brainer to follow up each session by sharing what you achieved on social media.
Imagine a post that says something along these lines in your Instagram Stories: “Just had 10 conversations with past clients and sphere… Keeping them informed on what’s going on in the market. Every day I do this to keep my clients informed. That’s what it’s all about!” Maybe you even sprinkle in some stats, like this: “70 calls made, 6 great conversations, 2 potential buyers and one homeowner considering putting their home on the market. Can’t wait to help them move on to the next exciting stage of their lives!” Not only does that show people that you care, but it informs people that you’re active and you have a system for finding buyers and getting first jump on listings… basically establishing that you’re the go-to “knowledge broker” for your market. A consumer who sees that every day in your Stories will definitely be impressed, and you’ll gain top-of-mind awareness in the process. So start doing it!
I am hoping these help build in some accountability for your prospecting sessions and make it easier for you to pick up that phone consistently and book more appointments! Let me know which one(s) you’ll start doing in the comments below!
We are approaching the single most important time of year as it has been for each of my 25 years in the real estate business. As the listings and sales season start to temper we have the tendency to want to take it easy and relax but I am here to say… NOT JUST YET!!! This was the time of year where I took full advantage of my time and made the most of the market season. This time of year can be for some a difficult time in real estate or a time where the market gives you the greatest gift which is TIME. The time for you to do the things you know are important but the year has just been too busy to do those really important activities. One of my most impactful and meaningful activities for my business is what I called my “Holiday 100” My holiday hundred is my goal to personally visit 100 of my best clients and see them during the holiday season. 3 clients a day for 33 days.
Christmas Holiday Visit Plan Checklist – Nov 23 – Dec 23, 2020
Create the client visit list (anyone who bought, sold, asked for help in 2020, service providers, A clients )
Gift – baking, wine, coffee mug, turkey, gift wrap, chocolate, etc. $15 budget
Calendar or Day Planner or Christmas Card
Year in review letter on holiday letterhead ( photo of the year on letter )
Call in advance and book 45 minute visits. ( Max 4 visits a day )
Rest of database just gets letter and Christmas card in mail
So in November, I would sit down and write out my year in review letter. I made a list of all the events and activities personally and professionally that happened to me and my family. I would write about my hobbies, my travels, my children and their activities, my wife and her year and all our successes and challenges in the past year. Find a favorite photo and place the photo and letter on holiday letterhead for my upcoming visits.
Think about it, we are in the relationship business and this letter invited my clients in to my personal and professional life. This helped deepen our relationship and find more items we have in common. They loved to read the letter every year. The next item was to have all my calendars delivered into the office by the middle of November to put my holiday letter and a calendar into large white envelopes. Then I would take my database and make a list of names and phone numbers of all my A and B clients. These are the people I would want to personally see from Mid-November until Mid-December… this was usually about 100 clients. Print their address labels out and place them on the envelopes with the holiday letter and their calendar.
If you prefer it also works well to write a Christmas Card or order a Day timer instead of a calendar with your year in review letter. Keep in mind the calendar is not the secret weapon to my success. Feel free to be creative too… it’s all about the relational contact and something to put in their hands to be Top of Mind. The final item was to find and purchase a hundred small holiday gifts. I chose Poinsettia flowers or homemade spiced apple cider mix, scented candle, bottle of mini bailey’s, holiday scratch and win ticket, homemade peanut brittle or Purdy’s chocolates… I tried to maintain about a $15 item budget. Now I have my Santa client pack ready and then came the most important part of all…
…Booking the appointments.
I would then take the time to personally call and set up a “pop by” holiday visit to their home in hour segments and I would stay for 45 minutes per client. I would let them know when I arrived that I had another visit within an hour so couldn’t stay too long. TIP – when booking appointments let them know why you are coming. If I called and left a message they wouldn’t call back?! When I called again I said I had a little something for them for the holiday season and they would say “oh, we thought you wanted to sell our house and were not interested so didn’t call you back”
The 33 day festive client visits were amazing. Clients were so surprised and would tell me they never thought they would see me again after our last real estate transaction. They were so pleased with the letter, calendar and small gift but most important was the gift of my time!! Ken Blanchard wrote in the book “The Generosity Factor” that we all have gifts to give. Our Time, Touch, Talents and Treasures. Never underestimate your greatest gift of “TIME”… your most precious commodity. Don’t just swing by and drop the items off. Stop and give the client your gift of time. This activity alone would set me up for a good month.
If you don’t think it’s worth the bother consider my February with 27 deals in 28 days and all of it from these appointments, leads and referrals for real estate from taking the time to share with my clients prior to the holiday season. I can’t tell you enough what this will do for your waist line, all those treats …..I mean you and your business but most important your relationship with your clients.
A mentor of mine said to me “agents aim for nothing and hit it with amazing success!” 2020 is wrapping up and what did you aim for? What did you hit? It is the perfect time of year to aim for something in 2021 and hit it with amazing success! So when 2020 begins to wind down you should not wait until the very end to start planning for 2021. This means having a crystal clear understanding of the successes and challenges of your current year, how it impacts your upcoming year, and developing a vision of what you want to accomplish, and how. Many agents aim for nothing every year and most hit it with amazing accuracy!!
I believe you should always start working on your next year strategy months in advance of the new year. This awards you enough time to make an impact on your final quarter, and lay the groundwork for making sure your next fiscal year starts off on a solid footing. For agents who want to achieve greatness, push the envelope, and grow their business through market share, market penetration, paying down debt, increasing sales, profits and cash flow, I urge you to get going now! The way I see things is, if your business isn’t growing, pushing the envelope, thriving, and maximizing profit, then all you’re really doing is suffering a slow death.
Believe me, your competition is fighting the fight every day, and they didn’t wake up in the morning and say “Gosh, golly, I hope I stay even in 2021.” They want to eat your lunch, take your business, absorb your market share and steal your customers away.
Some people might ask me if they should start planning by looking at their competition, and I say NO. Why focus on the competition, instead of focusing on yourself? When it comes to my business, I don’t care what others do. I care about what I do. Recognize your competition for what and who they are, and then put your best foot forward by pushing the envelope in your business. You should approach the new year as if you are going to battle, and for that you should develop a strategic plan.
Business Plan – a written document that describes in detail how a business, usually a new one, is going to achieve its goals. A business plan lays out a written plan from a marketing, financial and operational viewpoint.
FACT:
LESS THAN 3% OF REAL ESTATE AGENTS HAVE A BUSINESS PLAN
FACT:
ESTIMATED 3% OF REAL ESTATE AGENTS IN NORTH AMERICA DO 97% OF THE BUSINESS
“If you fail to plan, you plan to fail.” Writing a business plan may seem a daunting task as there are so many moving parts and concepts to address. Take it one step at a time and be sure to schedule regular review (quarterly, semi-annually, or annually) of your plan to be sure you are on track to meet your goals. It is that time of year again when we begin to build our plan for 2020 so let’s look at the key areas of the agent’s solid business plan.
Step 1) “Success and history always leaves us clues.”
I began by looking back to identify the clues that have been left for us and the business. I would look at the real estate market first and search for the following clues.
What have the number of sales been doing the last year? 2-5 years? Up? Down?
What have the number of listings been doing the last year? 2-5 years? Up? Down?
What have the average and median prices been doing?
What price ranges are experiencing more activity? Less activity?
What neighborhoods or areas are experiencing more activity? Less Activity?
What property types are selling more? Less?
What buyer types are buying more?
Where are the buyers coming from? Local? Next state or province? Over Seas?
Imagine the targeted and strategic plan you would be able to build for you and your real estate business with this kind of information? Now you are not just winging it. You really know where and what to focus on.
Step 2) Looking At The Present State of Your Own Real Estate Business
What have my sales been doing? Up? Down?
What have my listings been doing? Up? Down?
What is my average price? Can I raise my average selling price?
What is my Gross Commission Income doing?
What is my average deal worth?
Where are my listings and sales coming from? Sources of business?
What types of buyers do I represent?
Where are the buyers coming from? Local? Out of area?
What are my pending sales?
What do I have for potential buyers and sellers?
What is working? What is not working?
What do I need to start doing again? Stop doing?
What if you took the time to really track and measure and reflect on your business at a deeper level and see your strengths, weaknesses and opportunities of yourself and your own business?
Step 3) Activity Plans – Take the time to lay out your activity plan calendar a year in advance.
Focus on the activities you know you are good at and you see a return on your invested time and money. I am guessing for most agents it would be your sphere of influence, referrals and face to face or voice to voice activities. Set up a schedule for a month or two in advance of your activities for generating business. What is the activity? When? How? To Whom? Track and measure each of these scheduled activities to help identify the best of the best.
Step 4) Budgeting – Profit is the goal in business.
Knowing what your personal life and your business world cost you monthly is so important. Expense management is just as important as your income and earnings. Have a clear picture of your expenses and measure all of them for their return on investment or if they can be reduced in any way. I understand this my be terrifying for most of us to see what we are spending personally and professionally but it is the foundation of your business plan to know what your personal and professional lives cost and then be able to set a financial target that is enough to cover them both and leave you some profit! So many of us stay away from this and run in a deficit and that is not good practice for any of us.
Step 5) Goals – If your “Why” is big enough the “how” will take care of itself.
What is your purpose? Vision? Values? Mission Statement? Taking the time to know what it is you want and why you want it is a game changer for us all. Nothing gives me more joy than impacting and improving people’s lives personally and professionally every day. I have realized that the driving compelling force in my life is serving others and having the means to create memorable experiences with the people I care about most and nothing else has given me more joy than these amazing WHY’s in my own life.
In my own real estate business, taking the time over the last 25 years to create a business plan has been so incredibly beneficial for me and I know it will for you as well. In today’s post I have given you a brief business plan overview. To help you get going with your own plan I put together a Step-by-Step Real Estate Business Plan Workbook you can download for free by signing up using the form below.
Do you own a job or do you own a business? When you stop does your income stop? Then you own a job.
If you are generating business and income while you are away from real estate, then you own a business. One of the greatest challenges for most agents is leverage, automation, systemization and delegation.
This week we look at the question that all agents are seeking the answer to, “When and how do I hire a real estate assistant?” Some even go years contemplating whether or not it is the right time. Many people ask the same questions such as, “should I hire someone now?” and “can I even afford to hire someone?”
Now we know it can be scary to let someone into your business like that but in actuality, it needs to be done sooner than later. If you are constantly asking yourself if you should hire an assistant, then that alone should tell you that you need to hire someone. When it comes to affording one, if they are really doing their job, they will be making you a significant amount of money. Here we are going to break down when and how to hire an assistant through 3 different phases. Each phase comes with 4-5 questions and steps into ensuring you are using the right solution.
PHASE 1
In Phase 1 begin to ask yourself, “How do I know it is time to hire an assistant?” Like mentioned earlier, if you are asking this question, then it probably is necessary. You are clearly starting to become overwhelmed once you start even thinking about having someone to help.
Question 2, Do you stay up late doing non best use of time tasks, also known as “BUT’s”? These include very simple tasks that are more tedious than they are difficult. After a long day of meetings, going to open houses and meeting new clients, the last thing you are going to want to do is work yourself up on those simple everyday tasks you had to keep pushing aside because they weren’t a priority at the time.
Question 3, Do you have aspirations to grow beyond where you are now? If you have aspirations to grow financially or even from a team standpoint, you are never going to get there alone. The only way you are going to grow and get the most out of your potential is to have help. Asking for help can sometimes seem as a belittling standpoint but it shouldn’t be. Everyone at some point or another asks for a helping hand and so should you.
Question 4, Do you live in the clouds? Meaning, are you not able to implement in the way you need to? People who are in real estate, especially self-starters and entrepreneurs live in the clouds and you need to take this in account for needing the help with your brain storming.
Question 5, Do you know that you are losing business? The more you wait for help, the more projects you are going to have to shy away from because of how busy your schedule is. The longer you wait, the more money you are going to lose, period. Their job is not just to do the tedious and hard work, it is also to make you money. As they say, you don’t remember what you’ve forgotten.
PHASE 2
Now that you have finally agreed to yourself you need an assistant, it is time for phase 2. What are you supposed to look for when you start looking to hire?
The first thing you should be looking for is if they are detail and system oriented. In order to find someone who is, the best way is to make them follow multiple steps in the hiring process on the application. These can include: using a specific font size, only sending the application through a PDF, use a specific format, include this header and more. Now if they don’t follow the steps correctly you instantly know they are not good with following directions and are not detail oriented. In all, you are looking for a person who can get annoyed with a lack of order rather than too much detail or instruction.
The second thing you should be looking for is a naturally positive person. Now, this can be a little more difficult because in actuality, everyone is “nice” during their first interview. This is why you need to take it further and have multiple interviews in multiple settings. It is known miserable people can only act happy for so long until it takes one thing to take them over the edge. You need to be able to see how they act with more than one or two interactions with them to get their full personality and potential.
The third thing you should be looking for in a potential candidate is if they are self-driven. This person should be looking for ways to make your life easier. You want someone to anticipate everything so they can adapt to what is needed and what isn’t.
The fourth and final thing you should be looking for is someone that must be tech savvy and able to type. Now we’ve all seen how our grandparents and even sometimes our parents use a computer which is funny to us of course, but when it comes to hiring an assistant, it won’t be funny down the line when you are on a time crunch and they are still working on that first email. There are plenty of people in the world, especially nowadays with technology being as advanced as it is, that know how to use specific software and can adapt fast to new software.
PHASE 3
Moving on to the 3rd and final phase, you should now have hired someone but you don’t exactly know what to do next…
The first thing you should do is either take the time to properly train them or take the time to redo their work. You need to set aside time to be able to train them respectively because the quicker you train them, the quicker you will improve your business and make money.
Secondly, you need to give them clear expectations of what you want from them. You only have one chance to create expectation so think carefully. You want to set expectations such as what time they need to be there, the kinds of activities you expect them to do, what they should be able to do in a specific amount of time, etc. Be very clear in what you want out of them so then everyone is on the same page.
Next thing you want to do is teach them a marketing strategy to implement immediately. This is because it will shortly after bring your business making not only you feel good, but making them feel good as well. Try to teach them how to do things such as saving a search in a MLS, emailing listings, saving listings and similar tasks. All in all, they are adding to your business this way and it can only lead to great things.
Lastly, do NOT micromanage them! Many agents respond to this by saying, “but what if they don’t do it right?” Well, it is not that they won’t do it “right” it is that they won’t do it YOUR way. You need to let go of what you’ve been doing in the past to make room for the new because clearly something needs to change. Additionally, in most cases, they often do it better than you which may catch you off guard at first but you need to remember it is only making you and your business greater. You need to give them the freedom to be the person you hired them to be and let them do their thing.
If you haven’t already realized, there are only positive outcomes that will happen if you were to hire an assistant. After going through these 3 phases, you should see a massive positive change in not only the business but with you as a realtor. Now start looking for that assistant before all the good ones are taken!
2020, for many of us, has been a tough year in the real estate business, including myself. Many of you might not have heard a starting gun, but make no mistake about it… The race has begun. You’re in an all-out sprint to end the year. That’s how I’d encourage you to look at the time remaining in 2020. Whether you’re still making up for lost time or you’re striving to establish new personal bests, now is not the time to take your foot off the pedal.
It’s time to go hard.
Let me share some tips to keep you motivated… A new quarter is always a good opportunity to revisit your goals and establish some new commitments and promises to yourself. Maybe it’s one discipline you need to practice every day from now until 2021… Maybe it’s closing strong on the behaviors necessary to reach your 2020 goal… Whatever the case, it’s time to make some commitments and promises to yourself:
How many appointments will you book?
How many listings will you take?
How many closings?
How much revenue?
What about savings goals and money set aside for taxes?
It doesn’t have to be all about the bottom line, either.
So answer these questions:
What books do you need to read? Here are my recent recommendations.
What topics do you need to learn about?
What events will you attend?
What people do you need to know or follow?
Make Your Promises Public and hold yourself accountable to your promises to yourself. Once you’ve answered these questions, do not stick them away in a drawer. Do the opposite… Make it public information. Get them “up and visual” in front of you and your tribe. Track your numbers and measure your progress every day. The more emphasis you put on the numbers, the more you’ll follow through on the actions to achieve them. Remember, how you finish 2020 will also determine how you start 2021. Come January 1, will you be starting from a standstill, or will you be flying into the new year full of momentum? The harder you run in this sprint to the finish line, the better position you’re going to be in once 2021 arrives.
Which begs a few more questions you need to answer now:
When will you create your 2021 business plan? Reserve time on your calendar today!
Where do you need to expand your business to achieve your 2021 goals?
What resources do you need to achieve your 2021 goals? Is it time to start growing your team?
Take a Look at the Bigger Picture. Right now is also a good time to look beyond your business and check in on the equities of your life:
Health
Relationships
Spiritual
Wealth
Contribution
Friendships
Wisdom & Learning
Check out this video for more on that.
You might want to make a chart or simply ask yourself if you’re trending in the right or wrong direction in these categories. What do you need to work on to achieve better balance? You’ve Come A Long Way. Don’t Stop Now.
In closing, let me remind you how far you’ve come so far in 2020. Everything that’s been thrown at you, and you’re still standing. The strength is within you to persevere. I hope the questions I posed above provide the motivation to keep pursuing your goals throughout 2020. Don’t take your eyes off the prize. Keep going and make it happen!
All over North America the demand for properties is a little crazy right now. Pocket listings, multiple offers, bidding wars in so many market areas. So even when you find that “dream house” for a buyer, there’s no guarantee they’ll get it. And losing out is painful – for everyone involved. That’s why I want to help make it more likely that you and your buyers emerge victorious and get your offers accepted. Because here’s the thing: When you master this, everything gets better… More money in your pocket. More time to work with other people. Better perception in the eye of your clients who you helped find and secure their dream house. More referrals. Let’s jump right in…
Tip No. 1: What makes a good Negotiator? They avoid over confidence; they understand, they don’t “know it all.” They are quick to identify and understand the concerns and position of others. They know that all negotiating parties have a strong desire to complete a negotiation and say, “I got a good deal!” They are constantly improving their skills and are very CREATIVE.
Tip No. 2: Make It Personal. Anything you can do to humanize or differentiate your offer from others is a step in the right direction. With that in mind, one of the first things you should do is reach out to the listing agent to try and find out if there’s anything special the seller is looking for or will respond to. Ask the question “What’s important to them?” Now, not every listing agent will respond, but some will, and at least you made that effort. You may also consider including a letter and/or photo providing some insight about your prospective buyers. All things being equal, sellers might be swayed by an emotional story or choosing someone who was at a similar stage in their lives to inhabit their cherished home. Tugging at the sellers’ heartstrings might just do the trick to get your buyers stand out.
Tip No. 3: Offer Unique Benefits. Sometimes it takes some outside-the-box thinking to get two sides to agree on a negotiation. Make sure you’re exploring all your options and including any unique benefits your buyers can offer. (Within all laws and local regulations, of course.) Such as: Paying the seller’s taxes, Free “rent back” to give the sellers time to move on, Cover the seller’s moving costs, Pay the title fees
With a little brainstorming, I’m sure you can come up with additional benefits that won’t increase your buyer’s monthly payment and will give them the advantage.
Tip No. 4: Maximize Your Buyer’s Price Ceiling. Getting offers accepted in today’s uber-competitive marketplace sometimes boils down to getting your buyers to increase their price more than they initially expected. I like the “ladder up” approach to see where the actual breaking point is, and that’s a discussion you need to have. Repeatedly ask this question to make that conversation easier: “Are you willing to lose this house at $XXX,XXX?” When they say no, ramp it up a little bit and ask it again. Taking those “baby steps” can get your buyers to stretch a little further than they might have originally indicated to you, and ultimately, will give you more leverage to make a compelling offer.
Tip No. 5: Back up Offer (When Possible). Confirm the collapse date of the first accepted offer prior to writing your back up offer. Make sure you put “Subject to the seller not being obligated to the previously accepted offer on or before (Date). For the sole benefit of the seller. Add the term “Seller and sellers agent agree not to grant any extensions to the first accepted offer.” Add the term “Seller and sellers agent agree not to notify the first party of the existence of the back-up offer.” Add the term “Seller and sellers agent agree not to disclose any details including price, terms and time of the back-up offer to the first party.” Add the term “If buyer finds another suitable property they will give written notice to seller and the back-up agreement will be null and void.”
There you have a couple of higher level multiple and back up strategies to help you compete at a higher level. I have also attached an Multiple Offers Strategies Visual Tool for you to download and use as a great visual when advising with your buyers and educate them to really help you both in understanding what it takes to get a in demand property in a crazy market time. I trust this will be a helpful tool for you and your business today!
2. The Conversion Code by Chris Smith. – This book by Chris Smith, who I’ve watched and learned from afar, is one of THE best books for real estate agents on internet lead generation and conversion. I read this book in the summer of 2017. I had already been doing internet lead generation for years in a big way but got WAY more out of this book than I could have ever imagined. It has since quadrupled my lead generation and vastly improved my conversion process.
3. 6 Steps to 7 Figures by Pat Hiban. – I’ve listened to his podcast, Real Estate Rockstars for years. He’s interviewed some of the best minds in real estate. This book is his step-by-step guide to creating success in real estate. All steps are relevant and spot on to truly having success in this business. Pat’s all about actionable content so be prepared to have a lot to do after reading this book.
4. Your First Year in Real Estate by Dirk Zeller. – It’s no mystery that your first year in real estate is likely going to be the most challenging year you face. Many agents give up before even hitting their one year mark. Much of this is due to expectations of agents that get into the business. With Dirk Zeller’s book, Your First Year in Real Estate, he shares the proper expectations and gives solid advice on how agents should spend each day throughout the year. He also shares some of the common pitfalls that new agents make, saving you some time and energy.
5. The E-Myth Revisited By Michael Gerber. – For the first two years in my general real estate career, I was a real estate agent that WANTED to be a business owner but didn’t know how to create the success I was looking for. I was a great agent so I assumed it would be easy to run a great real estate business. If anything being a good agent has been the biggest hamstring on running a successful business and this book exemplifies exactly why that is and how to fix it. I still don’t have it all figured out but I’m getting closer each day and this book is a major reason why.
6. Exactly What To Say The Magic Words For Influence and Impact By Phil Jones – This book is so good for understanding the power of our words. It shares the top 23 most powerful phrases on the art of influence and impact. I was amazed to learn why we say things and why they have impact or not. Definitely a book you really need to sit down with and journal and study and watch the impact it will have in your personal and professional lives. Phil Jones is a master in communication and you will be glad you read this book.
7. Never Split The Difference. Negotiating As If Your Life Depended On It By Chris Voss. – There is very little training and support in this topic for real estate professionals and it amazes me that most of us like myself learn to negotiate by practicing and screwing it up on our clients. One of the best books I have read on the topic of negotiation and highly recommend this book if you really want to take your skills to the next level.
8. The Go-Giver By Bob Burg. – An easy but powerful read for all real estate agents as you learn The Five Laws OF Stratospheric Success from the master himself Bob Burg. This book is still one of my all time favorite reads and pick it up once a year just to give me perspective and insight. I hope you enjoy it as much as I do.
9. The Sales Bible By Jeffrey Gitomer. – “The Sales Bible” is a catalog of sales tips and rule of thumbs, which every salesperson should know. Jeffrey Gitomer gives useful advice to selling in an unfavorable economy, which is truly motivating and inspiring. I highly recommend this useful book, to all salespeople who need all the encouragement they can get.
10. The Energy Bus By John Gordon. – I believe that the key to success is energy management and not time management. This book is a fantastic fable that will help you create positive energy with ten simple rules and make it the center of your life, work, and relationships.
11. Think And Grow Rich By Napolean Hill – Financial management is one of the greatest challenges for so many real estate professionals. Reading this book and learning the foundational principles changed my life and allowed me to avoid the common financial pitfalls I see in so many real estate professionals. A must read indeed!
12. UnSelling By Scott Stratten. – I could list so many books about customer service that you need to read and the art of delivering the unexpected and creating raving fans. This is one of my personal favorites “UnSelling” is about the big picture: creating repeat customers, not one-time buyers; creating loyal clients that refer others, not treating people like faceless numbers; becoming the go-to company for a product or service, before people even need it.
