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2. Utilizing the Wow! Factor on Your Listing Appointments

As we're now within a few months of the end of the year, there's an approach I want to mention to you that can be very effective in developing new business for you in the months and years ahead. And this approach is to host an event where you both summarize what happened in your real estate market in 2004, and forecast what you expect to happen in 2005.

People love to know what's happening in real estate. And if you position yourself as the preeminent expert in your territory who hosts annual forecast events like this year-after-year, this will have people perceive you as the most important real estate expert in your territory. In addition, you can invite the media to events like these so they mention you and your opinions on the market in the stories that they write.

In putting together events like these, you may want to get other experts involved also. For example, you could invite a prominent economist from the area to discuss what he or she expects to happen economically in the next year, and how this will impact local real estate activity. You could also invite a knowledgeable real estate attorney or CPA to discuss legal and tax consequences, and any anticipated changes in these as they'll apply to real estate in the next twelve months.

In addition, you could invite a lender to discuss where they see interest rates going, and any other pertinent information they see affecting the lending market in the next 12 months.

Hosting an event like this will enable you to be perceived as the top expert in real estate in your area by those attending the event. And, if you continue to host an event like this year-after-year, this will solidify you in people's minds as the top expert.

Another bonus here is that oftentimes the people attending an event like this are people who anticipate buying, selling, or leasing real estate in the coming year. These are the exact kind of people you want to be in front of and having them perceive you as the number one real estate expert in your area. And it's OK if the attendance is low during your first year of hosting this event. But when you continue hosting an event like this every year, the word gets out and you'll soon see the size of your audience growing to a level you'll be absolutely thrilled with.

To give you an idea of how far one can go with an event like this, if you have both the interest and the financial resources, there's a company I've been consulting with that's considering really rolling out the red carpet to make this happen. They're a top commercial real estate company, and the people who are their clients represent some of the most recognizable names in the business world. They're thinking about putting together an annual event like this at a luxury resort and making it either an overnight event or a weekend event. The invited guests and their spouses will be picked up by limousines for the event, and the event will revolve around a first class dinner together with live music. All expenses will be taken care of by the real estate company including the hotel rooms, massages, use of the spa facilities, facials, manicures, and pedicures. The goal here is to create such an incredible experience for the company's clients and prospects that they'll know who they definitely want to work with on their next real estate transaction. And, in addition to this, the goal is to have the experience be so exceptional for everyone that they'll want to attend the event again next year.

You can imagine the impact on a company's real estate business by hosting an event like this. The estimated price tag might be $50,000.00, but the loyalty and business the event will create for the company will be unbelievable. One can imagine the word of mouth about the event afterwards, causing new prospects to actively seek an invitation to the event the following year.

So if you believe that hosting an annual forecast event could be a great idea for you, now is the time to begin your planning. Start out on a scale you feel comfortable with the first time, and then plan on hosting an event like this every single year. Hosting an event like this every year will make a tremendous impact on your visibility in the community, and in your income.

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2. Utilizing the Wow! Factor on Your Listing Appointments

While there's been a lot of great technological innovations in real estate in recent years, one of the simplest and most powerful technologies I've seen is what's known as toll free call capture technology. It's been around now for a number of years, but a surprisingly low number of real estate agents are actually utilizing it.

Agents utilizing this technology normally do so to attract more buyers through both advertising and sign calls, but for me the real jewel about this technology is how effectively it can be utilized to have owners feel compelled to list their property with you.

Before discussing how dramatically this technology can impact your listing success, a brief discussion of how the technology works is now appropriate:

Whenever you call a toll free telephone number, you cannot engage any Caller I.D. blocking feature on your telephone. If you have Caller I.D. setup on your telephone and you call a toll free number, the people on the receiving end will see the telephone number you're calling from. This is the foundation that makes this technology such an incredibly powerful real estate marketing tool.

Here's how you can utilize this technology in your listing presentations:

First of all, you sign up for a toll free call capturing service. You'll then be given a toll free telephone number to utilize along with a number of extensions you can setup with individual voicemail messages recorded in your voice. What you'll then do is record a voicemail message describing the property you're hoping to obtain the listing on. When someone calls your toll free number and enters the appropriate extension, they'll hear this outgoing message.

In addition, this system features fax-on-demand, too. So you'll want to create a one page flyer describing the property along with a photo and upload it into the fax-on-demand feature. People can then have this flyer faxed to them by entering their fax number when prompted to after hearing your voicemail message describing the property.

Next, you go to your listing appointment and deliver your presentation to the owners. As you get near the end of your presentation you show the owners the one page flyer you've created for their property, and tell them how important it is for you to get the information on all of your listings into the hands of every interested prospect as quickly as possible.

After this you ask the owners to call the toll free phone number on the flyer, and enter the extension number that's written on it. Once they do this they'll hear your voice describing all the great features about their own property. Then once they've heard the voicemail message describing their property, you tell them to enter their fax number when asked to do so by the system to engage the fax-on-demand feature. Once they do this, PRESTO, your one page flyer immediately comes through their fax machine to them.

It gets even better.

The phone number they called the toll free number from is captured by the system, and it's immediately transmitted to you on your cell phone or pager. You then show them their own phone number flashing on your cell phone or pager and say, "Every person who calls about your property will immediately have their phone number transmitted to me wherever I am, and I'll immediately call that person back within two minutes. That's how effectively I'll be on top of every single prospect who's interested in your property!"

The "WOW!" factor of this to owners is often unbelievable. They're so used to agents telling them how much attention they'll give to marketing their property if they get the listing, but there's always that question in the back of their minds wondering whether or not the agent will really deliver. A demonstration of this technology to owners speaks volumes about you being the agent who will deliver.

In summary, if you're a legitimate candidate who's truly in the running to list the property, a demonstration of this technology can have the owners agree to list their property with you right then and there. My coaching clients who utilize this technology in their listing presentations have been thrilled with the level of success they've been producing with it.

The best company I know of that specializes in this kind of system is Proquest Technologies. You can visit their Web site at www.RealEstateGrowth.com, or you can call Rick Owens at (800) 613-8088. If you decide to move ahead and order their system and you mention my name, they'll give you your first 200 minutes of phone calls on the system for free.

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