Blog / Leadership

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The implementation path line - the documents and milestones to success

Success is all about commitment and methodology. In this article, three agents at the top of their game, Phil Harris, Adriano Rossi and Brett Andreassen share their killer processes and documents that mean that their businesses are cooking in the groove. It won’t happen overnight, it will take many years of hard work, but if you perfect these elements, your business will soar. As Phil says, “it’s a five-star service platform for your business”.

Milestone one

Crack the price drive letter

The price drive letter triggers some initial enquiries. It doesn’t necessarily bring you listings but it gives you opportunities to speak to people. Brett from Doug Disher Real Estate in Toowong believes that there must be a hook in the letter – a call to action. He says, “Ask yourself, what does the client want to get? A good example is the recent change to the pool laws. In the letter say, ‘There’s been a change in pool laws. For an information pack, if you’d like to know about the changes, contact us’.”

Adriano works at Castle Property in Hamilton NSW and he urges agents to not try and achieve too much with one DL. He says, “Keep it clean, clear and minimal. For example, put your branding on the back. Why do you have to have branding everywhere? What you really want is to capture people’s attention.” Of course, target the price drive letter and follow up every single one of those price drive letters with an educational telephone call.

 

Milestone two

Create a memorable suburb report

Phil is of the view that the suburb report is critical because it’s an essential communication tool that allows you to develop relationships with vendors of the future. Phil knows that “the good agents across the country understand that if you can find somebody who’s selling in 12 months, two years, three years from today, then you’ve got the opportunity to provide a service”. Phil believes that you have to aim for 900 people to consent to get the report for it to work its magic.

Brett has more than 3,000 properties that receive his suburb report. He has been preparing the report for nearly five years and he thinks that it takes between twelve to eighteen months for it to bring in appraisals and listings. Presently he lists around 16-20 properties a month.

Milestone three

Create a Just Listed/Just Sold template

This is an essential document. Brett advises that you must make sure you have a hook in it. So, for example, he advises adding in the Just Listed section, ‘If you would like to know what the property sells for or if there’s anything happening on the property, SMS your name and the property address to xxx and I’ll alert you to anything that’s happening on the property’.

Milestone four

The pre-list kit

While some agents continue to believe in the power of paper, Phil says, “I’ve built lots and I’ve spent lots of money but my focus now with pre-list kits is they are going via email. I’m not doing many hard copy pre-list kits at all, because it’s quicker and cheaper (to email). I think as agents we can try to overcomplicate the process. Vendors are looking for someone who can just walk in there, answer their questions, provide quality information without too much razzamatazz.”

Milestone five

The complete selling plan or listing presentation

The next game-changing document of your career is the listing presentation, or the complete selling plan. Phil says, ”It’s not only the document but it’s the words that come out of your mouth.” Brett believes in having winning words and phrases “which we’ll use most of the time which will really get through to the owners clearly”. And Adriano believes that it is really important to cut out the ego. He says, “Clients these days do not care as much about who you are or where you’re from, and what you’ve done.”

Milestone six

The post-listing document

Phil believes that selling proposals are critical. They can be very brief, to the point and via email, but must be specific about the information that’s contained in it. Adriano is of the view that postlisting documents create a solid tone and bring balance into the listing presentation because they maintain rapport.

Milestone seven

The commitment contract

Also known as the thank-you-for-listing letter, this can include the calendar of events and marketing costs. In the past Phil used a really detailed, extravagant letter listing everything he was going to do, but there is a danger in that if you don’t deliver. Phil explains, “We’ve cut that back a little bit but it is quite thorough in explaining the process of what we’ll be doing for them now the property’s listed for sale.”

Milestone eight

Vendor activity reports

Phil sees these as vital to the whole vendor management process. He says, “It’s a weekly update and catch up. It’s the document that comes out on the table and we just talk about the scoreboard, how many enquiries, how many people through, how many Internet hits, how many offers, how many contracts out; all those sorts of things. It’s the agenda.”

Milestone nine

Buyer management

You have to look after your buyers and work them well. Adriano uses a buyer booklet to assist buyers. He explains, “The buyer booklet includes not only your typical property information but also what the owner loves about the property, the things that they bought it for, the reason that they bought it. It’s a proper booklet. It’s beautiful.”

Milestone ten

Property sold

Congratulations! But as Phil says, the work continues. “This is your key referral time as well,” he says. “If you’ve done a good job in selling the property, delivered a good service, got their property sold in a reasonable, short period of time, this is the opportunity to tap into their sphere of influence and garner potential referrals.”

 

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