Blog / Winning Business
Stockdale and Lego, Tools of the trade, Claudio Cuomo and Darren Elchenberger
A professional sales person cannot become successful through thought and planning only - it takes action. Two real estate agents from the Stockdale & Leggo group have set themselves apart with key tools and communication.
Case Study 1
Claudio Cuomo, Stockdale & Leggo Glenroy At 28, Mr Cuomo has been in real estate for more than five years. He is responsible for sales in Glenroy, (average sales price of $480,000-$500,000), and Broadmeadows (average sales price of $380,000-$400,000), and makes 5-9 sales per month. To achieve the success he has in the short time he has been in the industry, Mr Cuomo has a list of six points for a successful sale.
1. Pre Listing Kit
Mr Cuomo spent 5-6 months developing a pre-listing kit which he said has been “absolutely terrific” as a point of difference between him and competitors. “I’ve always had that belief that I want to take things to the next level and be a good professional and it’s given me confidence that I can display a good quality visual to any prospective listing,” he explained.
2. Auction Video
This video includes pre-auction footage where Mr Cuomo talks about what is expected on the day from the purchaser, the auction process and bidding, and wraps up at the end with his comments and some from the vendor. “I use it as a good listing tool to send out and give vendors an example of how I operate and how it’s all run. The feedback has been terrific,” he said.
3. Custom listing presentation
Mr Cuomo’s listing presentation follows an agenda. He covers the selling process and marketing options, offering vendors a triplicate of choice where they select from three options – basic, standard and premium. “I ask how would you prefer to see your home presented?” and said they usually choose premium.
4. Summary to close
After completing his listing presentation, Mr Cuomo summarises the meeting, talking about the sale price, marketing options and standard fee structure and asks if they are comfortable with each before moving on. “Generally it’s three yeses in a row and from there I say ‘it sounds terrific, let’s get started’,” he added.
5. Business plan
Mr Cuomo implemented a business plan outlining tasks he needs to do to get the results he wants. “I want to hit 30-40 calls a day minimum, I need to hit three faceto- face appointments every day to try to hit my target in terms of sales or listings. If you don’t hit the numbers, you don’t get the results,” he said.
6. Business Development
Instead of coming away from training sessions, full of ideas and starting a number of projects but never finishing them, Mr Cuomo sets aside two hours every Thursday morning for project work. “I don’t take any calls or do anything office related. I’ll just spend my time working through my top five projects and just chip away at that every week,” he explained, saying this meant the project was then off his mind and he moved closer to achieving his goals every week.
Case Study 2
Darren Eichenberger, Stockdale & Leggo Langwarrin Mr Eichenberger’s career spans 16 years and he holds a 40 per cent market share in an area of 6,000 dwellings. Aiming for 123- 130 sales this year and with an average sale price of $390,000, he has an impressive track record. “Out of the 6000 homes there’re probably a few hundred that I haven’t been into. I just about know – and remember – virtually every house in the area,” the 38-year-old said.
The top sales person for the group two years running credits his success to having an efficient PA to help with the administration work and being willing to promote his achievements through his own networking and marketing efforts. “Our directors are very big on us joining a community group, such as Rotary, or getting involved with the schools and clubs through sponsorship, and that’s one way that we get a lot of business,” he said.
Marketing Himself
Mr Eichenberger believes in strong self promotion to build his profile. This includes editorial mentions in the local newspaper, billboards, posters in the clubs he supports and sponsoring the school newsletter. “My face is on everything. I make sure we tell everyone we’re number one,” he said, and added it led to referral business. “I think the business is bigger than any one person, but the client sees that one person as their contact and needs to be able to trust and know that person has got a good track record.”
Balance
Instead of being in the office constantly, Mr Eichenberger uses technology to operate more like a virtual agent to give his life more balance. “What I love about this business so much is sitting in someone’s lounge room and getting to know them – that’s what this business is all about,” he said, adding he responded to most emails and calls while out. “If I’m having a bad day I can go home, visit the kids, pick them up from school, say hi to my wife and get in the right frame of mind. I just don’t have to be in that business environment the whole time.”
Negotiation
When it comes to fees, Mr Eichenberger admits this can be an issue, but banks on his integrity and standing to get past it. “People ask me if I will match the fees of other agents. I say how can I charge other clients my normal rate and lower it for you who I have never done business with before?” he said, explaining the same happened with setting a price. “If other agents are going to beat me on price, let them have it. If I don’t think I will be able to get a certain price for a vendor, I won’t take on the listing.” “I think with confidence and the right scripts you can fast track and if you’re a great negotiator you will get referral business every time.”
Point of difference
Real estate is a competitive marketplace, with many agents using price, commission, marketing and technology to set them apart from others. “Our competitors probably offer something very similar, but I can offer what no one else can, and that’s me and my knowledge,” Mr Eichenberger added, showing he is well on his way to banking the $1 million in fees he set for himself.
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