It is no wonder that consumer confidence is at an all time low with the stock market in flux, credit tightening and the government introducing various financial “bailouts” for our financial and insurance institutions. Qualified buyers are waiting on the sidelines hoping to obtain bargains at the bottom of the market. As a broker/owner, my management challenge is to motivate my agents to do what they do best — list and sell real estate. My responsibility is to provide a path or a course of action that will result in agents having success in this market.
Since we can’t control the market, our focus is on market share. Agents must work on activities that will increase their business opportunities. In addition, agents must believe that the outcome they want will happen. An agent’s mindset is critical in communicating the opportunities to qualified buyers.
There will be a substantial number of transactions that will occur by the end of the year. How will we get our share?
Here are some business activities that will lead to successful transactions:
1. Target first-home buyers and move ups. These are buyers and sellers who have the most motivation to take advantage of the market.
2. Develop relevant messaging for consumers on topics like current market data, financing options, etc.. Communicate this information in a clear, concise and timely manner. Establishing yourself as a source of information consumers can trust will benefit youm in the long run.
3. Provide training and education to you agents. For example, agents must have a working knowledge of the new FHA programs ($7500 tax credit), and the tax benefits of home ownership.
4. Identify the motivated, qualified buyers. Filter your database, re-connect with your past customers and clients and present the opportunities. Call all of them.
5. Participate in networking events with other agents. Social interaction that allows agents to talk (or even vent) and listen to others having success is a great way to keep agents in the game.
6. Offer incentives. Partner with lenders and title companies to offer consumers incentive packages such as $1000 Off Closing Costs.
Consumers receive information from a number of sources including the press, friends and family. As the real estate professionals, it is our responsibility to make sure they have information they can trust so that they have the ability to make an informed decision.