'Tis the season to be buying!

Ah, the holidays. Traffic jams, malls and parking lots, pumpkin pie, turkey, snowmen and jingle bells. With so much going on, who has time to purchase a house, right? I know many consumers and agents simply give in to the notion that real estate halts to an abrupt stop when the holidays approach. While the inventory numbers may be down, and many are preoccupied with the holiday festivities, there are still great opportunities for buyers, sellers and agents!

At times over the past few years I have heard some of my own agents say "this time of year is always slow", and concede business is slow. I don't understand this. I recall one top producer telling me that he spends more marketing dollars during the holidays than other times of the year simply because other agents cut back. That gives him a competitive advantage. This is a time agents need to work harder for their clients and their business.

Regardless of the time of year, some situations such as estate sales, divorce sales, leases maturing, relocations, etc.. create an immediate need for real estate services. So get out there and hit the pavement (consumers and agents)! You never know what you'll find.

E-card or the Real Deal?

I love technology. I love the ease of communication, the instant gratification, and the immediate access to information. So recently I received a birthday card and Thanksgiving card from a couple of vendors via e-mail and I got to thinking.

On the surface I recognized the type of e-card based on the subject line and felt recognized for a split second, then proceeded to delete the card from my e-mail. I have no idea what it said nor can I recall the vendor that sent it. My immediate concern (as always is with e-mail) was to delete it in case it was a virus.

Now, if I was so quick to discard the e-card, how are my e-messages coming across to my client base? I can only assume they are just as likely to be as impressionable as those sent to me. I've been to numerous prospecting events and seminars regarding how to market to your sphere, and how to use technology, etc... yet it has never been as apparent as it is now - we need to get back to sending an actual card!

I know it's crazy, but I every time I receive a card in the mail, with actual ink and human signatures (I know this can be rare), I feel compelled to hold on to it. And I typically remember who sent the card, so the impact is obviously greater and more lasting. Yes, technology is great and keeps getting better, but let's not forget or take for granted the human element that comes with staying in touch.

Balancing Facebook and Clients

Facebook is an amazing tool that every real estate professional should be using on a daily basis. It's a great way to stay in touch, meet new people and promote one's self and brand. Many agents count on Facebook for a good portion of their annual closed deals, yet what I find challenging is how to balance the Facebook-Client tightrope?

For example, if a current FB friend asks me to list their house, I must be cautious on how I post the listing on FB, no? I mean, FB is a great forum to market the listing, but it also leads to potential negative comments which may offend my client (since he/she may be part of my network). Communication with the client and an understanding of how to effectively use FB for the listing is a must!

Another concern I have is how potential clients will perceive my random posts. The beauty of FB is the ability to interact personally with each other, yet some posts and/or "likes" may offend some potential clients or discredit me. I know some agents establish separate FB identities, but I feel that defeats the general idea of using FB to market yourself. As of now, I have to be conscientious to maintain the proper balance between professionalism while demonstrating a personality. What do you do?

It Starts with a Plan and A Budget - Part 1

While Sunday is typically a day of R&R, in the Real Estate world Sundays can be very productive. In the brokerage business (for me anyway) it often is the pacesetter for my week. What a better time to discuss how the business got started.

Aside from the initial "dream", it started with a plan and a budget. Real estate, however, was not my primary choice for a career. I studied Biology in College and graduated with a bachelor's degree in that field, assuming I would be working for a Pharmaceutical company or go to grad school. But real estate was there for me as I was working my way through college. I started working at a title company and learned the business from the ground up. I eventually moved on to a mortgage loan officer and ultimately to real estate sales in 2002. I was determined to learn those main 3 facets of the industry.

As an agent, I didn't have much direction. As a result, most of my experience developed through hard work, independent research, trial and error. Fortunately, my science background provided me with the tools and preparation to perform quality research, which I persistently did. To be an entreprenuer, one must be a sponge, and absorb everything they can and formulate logical opinions and beliefs from this information while continuing to thirst for more. To this day I am striving to learn more, to understand a competitor's philosophy and look at market trends.

After a few years, I got "the itch" to open my own business. I always preferred systems rather than sales. I guess my college background has a lot to do with this. I figured I could open a brokerage that would be truly in an agent's best interest - technologically and financially. While my office would have the latest technology and offer (arguably) the highest and most diverse compensation plans in the industry, I realized that wouldn't be enough. My mission statement (the premise for any business plan) was incomplete, yet the answer was right there the entire time. I focused on service. I told myself I would run a company structured with the benefits of a large national corporation, yet the personal care and attention a smaller family-run business is known for. When an agent calls or needs something, I am there. I violated business management 101 and allowed my "open door policy" to stick. I allow being contacted 7 days a week, 24 hours a day. I write the checks. I review the files. I get involved. When someone has a concern or a problem, they can come to me. My value-proposition would simply be "me".

What sounds very elementary is really quite obscure in this industry, in my opinion. Many brokers hire managers and staff to intercept much of the communication and issues. I admit this seems ideal, but it doesn't seem fair. Agents deserve to go to the top for answers and help, and I encourage that. So, there it was, my mission statement, the premise of my plan: RE/MAX Home Experts offers the most advanced technology and highest compensation in the industry with unmatched personal service.

I was fired up! Ready to get started. I chose the RE/MAX franchise due to it's flexible nature that enabled me not to be restricted with corporate red tape that may prevent me from accomplishing my mission. Now came the big question: How can I do this within a tight budget?

Introduction

Hello all. My name is John Benson and I am the Broker/Owner of RE/MAX Home Experts which is located in Philadelphia, PA. The purpose of the blog is to be a journal of events and experiences I encounter as I manage my office.

Now, this is not the beginning of the journey for me, as I have owned and operated this office for 5 years and counting. I felt this blog could provide me with some great feedback and great dialogue.

So as I conclude this introduction, I encourage questions from anyone interested in learning how to run a brokerage, recruiting successes and failures, managing agents and personalities, opening and owning a business, or simply questions about real estate sales and the industry. Until my next post, have a wonderful day and amazing weekend and may your future be filled with success!