REALTORS

What’s Your Value?

By Joe Lins

January 5, 2015

Our Leadership Team at CENTURY 21 Discovery recently held our annual strategic planning meeting for 2015. At that meeting we set aside a portion of the day to review and discuss our Value Package. We wanted to make sure every member of our team knew the value of what we provide to the agents at our firm as well as being associated with the Century 21® brand.

A few months before we presented it at our Strategic Planning Meeting, the owners and Chief Operating Officer sat down to review and update everything we provide to our agents when they come to work at CENTURY 21 Discovery.

I include this value package review process as part of my weekly coaching session with our agents. A Value Package should be a part of every REALTORS® arsenal that they bring out when they meet with a potential client or go on a listing presentation. It can be as simple as bullet points of the services provided to the client and how it will benefit them. Whatever format it is, it should be what sets you apart from the other guys.

I do this every time I recruit a new agent or counsel a current agent who is being wooed by another brokerage. I have to show them what we offer versus what they will get at another firm. Just like the agents who are competing for listings with other agents we are competing for good agents with other firms.

Along with all the training, office equipment and supplies we provide to every agent, I have to remind them about the 40 years of branding that Century 21 has. Aligning with the most recognized brand in the industry allows the agent instant recognition of what they do. Alignment with XYZ Company does not promote this sense of stability and longevity with today’s consumer. I also explain that being a part of our firm ensures a high level of support and knowledge they probably won’t get from a competing firm.

Here’s a story to highlight what I mean. In California, they rolled out a new Residential Purchase Agreement (RPA) in November of 2014. Months before it came out members of our leadership team attended seminars and classes to learn about the new RPA so we could train our agents. Over a period of weeks we held classes to ensure our agents were familiar with the new contract once it came out.

By the time the new RPA became a requirement our CENTURY 21 Discovery agents were well versed in it and ready to do business. Our agents encountered many, many agents on the other side of transactions who either had no clue that there WAS a new RPA or if they did, they had not been trained on it. Their brokerage had not prepared them for a major change in the industry. I even had one agent ask me if I would train the agent on the other side of her transaction. I said, “Of course!” I’d rather have our agents in a transaction with other agents who know what they are doing.

The value our firm provides to our agents encompasses the basics like office supplies and equipment along with the bigger things like training, knowledge and a pro-active involvement in industry changes. That’s our value. What’s yours?

About the author: Joe Lins is President and Co-owner of CENTURY 21 Discovery. If you are interested in becoming part of the CENTURY 21 Discovery team contact Joe at 714.626.2069.

Community News – St. Jude Northwest Tower Completion

By Stephanie Goedl

November 7, 2014

I’m excited for my first post on the CENTURY 21 Discovery Blog to be about something that is near and dear to my heart. Our office is located in Fullerton which is in the hub of North Orange County, California. Across the street from our office is St. Jude Medical Center. This medical facility is a cornerstone of the community and provides high quality medical care as well as jobs to the area.

St. Jude is near and dear to my heart because it’s where I was born, I volunteered there in high school, I am currently a member of the St. Jude Hospital Guild and also serve on the Patient Advisory Council. As REALTORS® we are educated in the communities we serve by staying up to date on the neighborhood schools, parks, shopping and of course the local medical facilities.

A little over a year ago I had the opportunity to interview Lee Penrose, CEO of St. Jude Medical Center, as part of our CENTURY 21 Discovery Community Conversations video series. That video was about the construction that was going on of the Northwest Tower at the center.

Tomorrow, November 8^th, the four-story tower will be open to the public for tours from 11-2. The new building will house state of the art surgical suites along with a new pharmacy, radiology, a “healing garden” and my favorite, a new cafeteria!

It’s been great to have a front row seat from our office watching the Northwest Tower being built. This facility will be an amazing addition to our community. I hope you can take advantage of this opportunity to take behind-the-scenes tour and interactive demonstrations before its open for business. Having this first class facility in our own backyard is benefit to all who live and work in North Orange County.

About the author: Stephanie Goedl is the Chief Operating Officer of CENTURY 21 Discovery. For more information about CENTURY 21 Discovery you may call (714) 626-2000.

4 Key Take-Aways from the C.A.R. Expo

By Joe Lins

October 20, 2014

Two weeks ago I had the opportunity to attend the California Association of REALTORS® (C.A.R.) Expo in Anaheim. There were 9,000 to 10,000 attendees at the three day event. In between the learning and networking I also gained insight into what to expect from the 2015 housing market in the Forecast presented by C.A.R. Chief Economist Leslie Appleton-Young. It was great to make new friends and run into some old ones. One of the highlights was listening to a dear friend Terri Sjodin give her tips on crafting persuasive presentations.

Joe Lins, Terri Sjodin, Stephanie Goedl at the 2014 C.A.R. Expo

In an earlier post I said I would be giving an update on my key take-aways, so here they are:

1) What is your Value Package?

This topic was a central theme in most of the presentations I attended. A Value Package basically means: What value do you provide to your clients and in my case, our agents.

All REALTORS® need to have a list on paper and committed to memory the services you will provide to your clients and what sets you apart from your competitors. This should include what you know about the markets you serve that can’t be found online. Your micro-market knowledge will set you apart from the third party aggregator websites like Zillow, Trulia, and establish you as the go to person in your market. Your Value Package should be part of your Listing Presentation and listed on your website.

Our management team recently reviewed and updated our firm’s Value Package which will allow us to articulate the value of being associated with our company to our agents as well as the agents we want to recruit. In a recent coaching session I presented our Value Package to the agents and explained that they need to model their own Value Package after our company Value Package.

2) Education

C.A.R. provides a variety of education to its members which include continuing education, professional development classes and designations/certifications to distinguish you as a specialist in a particular niche of the industry. You have the ability to choose your own learning experience: Live Lecture or Face2Face at your local association, Remote Learning and Online classes as well as Home Study programs. One of my favorites is the online 12 session course for new agents. As professional REALTORS® we need to stay educated to be relevant in an evolving industry.

3) Track your Business

REALTORS® need to know where their business is coming from. Take the time to ask why or where a client found you so you can track which marketing efforts are working. If the bulk of your clients are coming from a specific tool: emails, Just Listed postcards or an online ad then focus you efforts on those areas where you are getting the best results.

4) Real Estate Office Layouts are changing

The physical layout of the real estate office is evolving into a new model. Sitting around a conference table in a board room is no longer as effective as it once was. Progressive firms are changing this style of doing business by providing a more relaxed and informal meeting area that features chairs around a coffee table. Kind of like sitting in a client’s living room.

I learned a lot at the 2014 C.A.R. Expo and at the end of each day I thought my head would explode with all the information coming at me. These key take-aways will allow me to improve my business and provide an even better environment to allow our REALTORS® to be more progressive, passionate and professional.

About the author: Joe Lins is President and Co-owner of CENTURY 21 Discovery. If you are interested in becoming part of the CENTURY 21 Discovery team contact Joe at 714.626.2069.

REALTOR® Safety Tips

By Joe Lins

October 14, 2014

The attack on an Orange County real estate agent outside her listing this past weekend has kept safety precautions a talking point among us REALTORS®. This following the death last month of Arkansas real estate agent Beverly Carter was a reminder of the vulnerability agents have when they are showing property or holding an Open House.

At our firm’s sales meeting last week we reviewed the safety precautions that all agents, male and female, should take when they are meeting strangers or holding an open house. The National Association of REALTORS® has a 10 Commandments of Agent Safety that provides some great tips. Last week at the California Association of REALTORS® Expo in Anaheim they offered safety classes. Our local Pacific West Association of REALTORS® is offering a safety class in October 20^th from 11:30-1:30.

All these classes and tips offer very good advice. Here are some additional recommendations I made to our agents:

Tell someone where you are going when meeting a client

Tell an office buddy, the receptionist or a family member where you are going and how long you plan to be there.

Have a code word to signal that you need help

Have someone call you at a certain time to simply ask “How’s it going?” How about something like: “Escrow just fell out”. Not something any agent likes to say but a phase like that would not alarm someone standing next to you.

Take someone with you

If possible, bring along a co-worker. Maybe a younger agent you are mentoring or an older agent you want to critique your presentation skills.

Always have an exit plan

Whether you are showing property or are at an open house always know where the closest way out is. Never walk in front of the client. Let them lead the way through the house and you can follow several steps behind.

Trust your 6^th sense

You have it…trust it! If something doesn’t feel right, trust your gut and get out of the situation as a soon as you can.

Think about doing your Open Houses differently

This tip came from one of our agents at our office meeting: Get acquainted with the neighbors in the neighborhood and let them know you’re holding an Open House.

I saw some agents do this at a recent Open House: Set up a folding table with a branded tablecloth and barstools in the driveway or on the porch. Put your brochures, flyers, home protection and finance info on the table. This allows you to see who is coming into the house and the make/model/color of the car they drive.

Stand up when someone approaches or enters the room. Not only is this good etiquette but good defense as well.

The bottom line is to be aware and be safe when you’re out there. Charge on!

About the author: Joe Lins is President and Co-owner of CENTURY 21 Discovery. If you are interested in becoming part of the CENTURY 21 Discovery team contact Joe at 714.626.2069.

REALTORS® Must Evolve With The Industry

By Joe Lins

October 7, 2014

Today is the first day of the California Association of REALTORS® EXPO at the Anaheim Convention in Anaheim. This is the state’s largest real estate trade show and offers three full days of seminars, bootcamps and networking opportunities for California REALTORS®.

I’m excited to be able to make the introductory remarks on behalf of EXPO 2014 sponsor Century 21 at the Networking Event today. But more important, I’m excited to learn about the latest tools and trends as well as gain insight into what to expect for the 2015 California housing market.

The real estate industry is constantly evolving and that’s why it’s so important for brokers and managers of real estate firms to be up to date on all aspects of the real estate market. This is the best place to get that information.

It’s also important for the agents who are in the trenches to attend conferences and seminars like this to ensure they have current knowledge to provide to our clients. One of the most important sessions this week will be the learning session on the revised California Purchase Agreement. This will be the form of choice for buyers and sellers of residential real estate transactions. It’s imperative that REALTORS® stay on the forefront of this learning curve because the Purchase Agreement currently in use is going to go away.

I’m looking forward to three intense days of learning and networking. Stay tuned for a post on my key take-aways from this event.

About the author: Joe Lins is President and Co-owner of CENTURY 21 Discovery. If you are interested in becoming part of the CENTURY 21 Discovery team contact Joe at 714.626.2069.

4 Reasons Why I Love This Real Estate Market

By Joe Lins

September 23, 2014

I LOVE this real estate market! It’s a great time for all parties involved in the process. It’s markets like this that remind me why I got into real estate…to help people buy and sell homes.

Here are 4 reasons why I love this market:

1) Buyers offers are being accepted

Buyers actually have a chance of buying a home without being out bid by investors. Investors have made a lot of money over the past few years and good for them! As home prices have slowly inched up investors are not as prevalent which allows buyers, especially first time home buyers, to get the home they want.

2) Buyers can afford a home

People who want to buy a home are able to do so because interest rates are still very low. The Federal Reserve recently announced that it would keep interest rates low for now which is good news for borrowers. In addition, in our local Orange County market home prices are appreciating at a reasonable rate.

3) Technology is helping the home buying process

I know there are a lot of people in the industry who are freaking out about the potential Zillow-Trulia merger and the affects of other third party sites on the information available to the public. They think this will take the place of the professional REALTOR®. I don’t believe that mindset. Now, buyers have the ability to make better choices because of the technology available to them. They can research everything from neighborhoods and schools to crime rates and interest rates. Now, sellers can go onto Zillow and get a Zestimate of their property, this provides an opportunity for the REALTOR to educate (or re-educate) the seller on the actual comps for their home.

4) Homes are being sold for fair market value

It’s a true market where neither the buyer nor seller has a distinct advantage over the other. Sellers can still achieve top dollar without the fear of leaving money on the table if they had waited. Buyers can make quality purchase decisions without the fear of being priced out of the market. Both parties are able to achieve their definition of success, which rarely happens in any market.

The REALTORS who truly understand this are succeeding in helping people buy and sell homes through their micro-market knowledge and keen negotiating skills. After all, isn’t that why we got into this business?

About the author: Joe Lins is President and Co-owner of CENTURY 21 Discovery. If you are interested in becoming part of the CENTURY 21 Discovery team contact Joe at 714.626.2069.

Why should real estate agents attend sales meetings?

By Joe Lins

September 3, 2014

During my 37 years in real estate I have heard every excuse in the book from agents on why they don’t need to attend a sales meeting. Well, here are some reasons why you SHOULD. You are either in the business of selling real estate or you’re not. Professional REALTORS® are engaged in all activities that surround the business. One of those activities is attending your firm’s sales meetings.

Attendance at sales meetings establishes:

The culture of the real estate office

Every real estate office has a unique culture and vibe. One of the best ways to see if a particular firm is the right fit for an agent is to attend a sales meeting. This allows you to see the interactions between the agents as well as management and staff.

A consistent message to the public regarding the business of real estate

The message you are delivering to your client may not be consistent with your firm’s vision or even relevant to what is really happening in the market. A sales meeting should provide you with reliable information that aligns with the reality of the industry.

A forum for cooperation promoting clients needs and interests

Sales meetings allow the agents to interact and share the needs of their clients. Here’s an example: You have a Buyer looking for a 3 Bed, 2 Bath home in a particular area. One of your co-workers may know of a perfect home that’s getting ready to go on the market. If you had never shared that information at a sales meeting, that listing might have been sold before you were even aware of it.

A format to communicate the latest trends in the industry

Sales meetings should have some sort of educational component. There are so many changes in the real estate industry that it’s hard to keep up. Your broker should be providing consistent updates on the latest trends, tools and requirements within the industry.

You owe it to yourself as a professional and to your clients to remain on the cutting edge of the real estate industry. The easiest way to do this is to attend your company sales meetings. Plus, they usually have some pretty good donuts and coffee as well!

About the author: Joe Lins is President and Co-owner of CENTURY 21 Discovery. If you are interested in becoming part of the CENTURY 21 Discovery team contact Joe at 714.626.2069.

5 Easy Tips for Success in Real Estate

By Joe Lins

August 27, 2014

Not every agent in the real estate business succeeds. There are a variety of reasons why. We have come up with 5 very basic and easy things that you should be doing to help you succeed in real estate.

1) Answer your phone

This sounds like a basic thing that all agents should do, right? You’d be surprised at how many agents look at their phone when it rings and don’t answer it because they don’t recognize the number. Every call that comes in is a potential lead or advocate for you and your business. When you have the reputation of actually answering your phone more people will be calling you. Your phone will ring more…that’s a good thing!

2) Return phone calls

How many times have you called another agent about their listing and not received a return call back. Not only is it rude and unprofessional but it’s a violation of the REALTOR® Code of Ethics that state that agents cooperate with other brokers. Don’t be that guy! Take that few minutes to return phone calls.

3) Put all incoming phone numbers and emails into a client management database

What do most successful entrepreneurs have in common? A very rich database of clients, prospects and advocates. There are several client management systems (also called client relationship management (CRM) systems) out there. Some are software you install on your computer and others are cloud/internet based systems. Here is a guide to some of the CRM systems out there.

CENTURY 21 Discovery offers a CRM called Market Leader, Inc. in its Business Builder tool that allows agents to manage contacts, schedule and send emails/reminders along with a complete marketing campaign center with templates for flyers, newsletters, postcards, etc. Get a client management system and use it.

4) Listen to your Broker/Manager

Nobody is more interested in your success than your Broker/Manager. They don’t make money unless you make money. They should be providing the tools, systems and training you need to succeed. Listen to them.

5) If your Broker/Manager is not providing the tools, systems, training to succeed…change firms!

If your Broker/Manager isn’t offering you tools, systems and training or they aren’t mentoring you and you’re competing with them for business it’s time to change firms. Find one who has the tools, systems and training that fit your needs and make that move. Your success depends on it.

About the author: Joe Lins is President and Co-owner of CENTURY 21 Discovery. If you are interested in becoming part of the CENTURY 21 Discovery team contact Joe at 714.626.2069.