Facebook Contest Ideas

We have clients regularly asking us for content and competition ideas that might assist them to grow their Facebook audience and their engagement level. We save our really cool gem ideas for our private coaching Clients, but Digital genius Jeff Bullas recently shared some great ideas on Facebook Contests you may consider. You’ll find his ideas here and the link to the complete article here.

 

If however you’d like to hear some of our absolute ripper real estate marketing ideas we’d be happy to chat about your coaching and marketing needs to see where we can help you as a Valued Client.  Give Peter a call on 0417630962 anytime!

A Message From Heaven. Please Delete My Google Search History

I’ve often joked with close friends….

“If by some horrible chance I pass away in my sleep tonight, can one of you please delete my Google search history?”..

Now, without passing any judgement I think we’re all potentially guilty at some stage of innocently entering a Google search, that, if discovered, without the benefit of context, could see some of us very embarrassed, or even in some cases, on the FBI or ASIO Watch-List.

I for one don’t think I could never really plausibly explain to a Judge why my search history contained dubious results from entering the search terms: ‘Cheap Old Boxes’, ‘Spicy Spit Roasts Images’ or ‘Saddle Chaffing Relief’…

But I digress...

The common practice of using various privacy settings, filters and Incognito browsers to keep our Search or online browsing habits private is something that many rely on for professional, and sometimes personal reasons, that frankly are none of my business…

But in the modern day dictionary that now includes meta, beta, cache, pixels, physing attacks, cyber criminals and data-doctors, many people are incorrectly relying on an assumption that our online habits are safely hidden from all eyes, other than our own.

Couple that misconception with the myriad of devices that we use in our professional day and then privately at home after hours, along with most browsers now ‘handing off’ from Mobile to Desktop and vice-versa, our online world is much more complex, far less private, and with some lines that to many, are much more blurred than ever before. And its those changes in technology that are biting many people on the buttocks much harder than you might ever have expected several years ago..

Let me explain..

I’ve been following a recent court case from the USA with great interest.  I won’t go into deep detail on the case other than sharing some of the events which sees one Senior Business Exec who has moved from his former employer to join the employment of a fiercely rival company.

With the authority of the Courts the former Employer is now deeply, almost forensically, exploring their former Employees online behaviour, using his company provided devices, including sites visited through to exact dates and times that USB devices have been accessed, files deleted, copied and moved, even through to details of deleted text messages.

The depth of technical knowledge available to the now apparently aggrieved Employer through these forensic examinations now sees that Exec in what would be for many of us, a position where embarrassing and compromising facts are being unveiled in the witness box for the world to see, salivate on, and to share. I’m not even going to contemplate the online reputation damage that’s being done to the Execs name in SEO terms for his future reputation..

Here’s some Court reporting of the trial from the Inman Select website by Inman Reporter Andrea Brabila.

  On pornography 

Savitt: Before running the Cipher and cleanup.bat programs did you think you should talk to your attorneys?

Beardsley: Yes.

Savitt: Did you?

Beardsley: No.

Savitt: Why not?

Beardlsey: “Because i did not want to discuss the pornography issues with anybody, including my attorneys.”

Savitt: When you ran the programs did you believe you were tampering with evidence? 

Beardsley: “No, I did not believe there was anything in those computers at all related to the case.”

Beardlsey: “I had accessed via browser pornographic websites and viewed pornographic material and wanted to not have that come out. I wanted to hide that.”

Savitt: Why were you concerned? 

Beardsley: “I am ashamed of it and did not want anybody to see it.” 

Savitt: “Were you ashamed that you had used it on your Move computer?” Beardsley: “Yes.”

Savitt: What did you think people would look at you and see if they found out? 

Beardsley: [starts tearing up] “Someone who was not the person I wanted to be.” 

Savitt: Was it a lot of pornography or a little? 

Beardsley: “Probably a lot.” 

Beardsley: “Over time, it’s generally when I’m under stress, so it ebbs and flows.” 

Savitt: “Did you visit sites like playboy.com or sites with graphic sex?”

Beardsley: “Sites with graphic sex.”

Savitt: “How are you feeling right now, Mr. Beardsley?”

Singer: “Objection: relevance.”

Judge O’Donnell: “Over-ruled.”

Beardlsey: “Ashamed.”

Savitt: “Is this precisely what you were trying to avoid?”

Beardsley: “Yes.”

Now. In anyone’s terms I reckon the above Courtroom exchange would rate fairly low on the things you’d like your Partner, Kids and future employers to be reading. No matter how innocent the searches and browsing may have been.

My point?..  Its simply this. Every keystroke that you make is potentially being recorded by someone somewhere these days.  With social networks and mobile search and browsing dominating most days, the clarity around the lines of what is business, and what is private have become very blurred for many.

Our friends at Google recently shared at the Inman conference in NYC that a majority of us are now checking our Mobile devices up to a whopping 160 times per day. In fact they shared that up to 90% of life decisions are now being made via our Mobile devices.

In light of these stats and this rapidly moving world, here’s a few thoughts to ponder while you’re sitting under your desk rocking back and forth today.

  • Which of your search or browsing behaviours could come back to bite you in the future?
  • Who actually owns the devices you use each day? Computers? Smartphone? USB’s? DropBox? Email accounts, Mobile Phone?
  • Are they the property of your employer, or you?
  • Could it be subpoenaed or taken from you at any stage without notice?

If you’re an employer.

-Does your written signed company policy clearly define your expectations and have absolute clarity around ownership and acceptable use of devices?

-Do you have a written signed policy to deal with such things?

If you’re an employee.

-Do you know exactly what you can and can’t do with company owned devices and on company time?

Give it some thought.

If you think you might need some help to get some clarity you might want to seek some professional help.

I’m here to help you navigate the maze. Give me a call on +61417630962 or drop me a line to peter@thatpeterbrewer.com

 

President Peter Brewer has a nice ring to it.

I’m part-way through the long and arduous, but totally worthwhile, process of updating my Client contact records. It’s an  important thing for every business to do regularly. But, after reviewing about 20-30 Real Estate Agent business cards today, I’ve had to pause the process for a good chuckle and a sanity check.

Now I accept that most of us need to have a ‘Title’ accurately describing the role we play in our own business or in that of our employers.  For our Clients, a good Title usually makes it easy for them to understand who we are, what we actually do, and lets them know they’re communicating with the right person. Title

But it seems to me we sometimes seriously lose the plot these days with some of our self-adorned Titles.

Now, from the outset, I’ll confess that from time to time, I’ve strayed down the path of boasting a mildly exaggerated business Title myself.  In fact, as a young child, I was in awe of Thurston Howell, III.  (Though some people say it’s scary to imagine ONE Peter Brewer, let alone 3 generations of them!)

In fact, my awe of those magical Roman numerals in Thurston Howell III’s moniker, and the potential power associated with that illuminatingly impressive Title, recently seduced me to chance my luck when booking a room at the New York City Marriott.  With mild trepidation and a healthy dose of tongue-in-cheek mirth, I took the opportunity to glamorise my Marriott online registration to read…wait for it… Dr. Peter Brewer, III. (It seemed a fitting title, given that I’d recently successfully diagnosed my own in-grown toenail with the help of WebMD.com.)

Sadly, the New York Marriott were less-than-impressed with my diagnostic skills and my self-appointed Title, and apparently even less so with my third-generation heritage.

So much for that futile exercise.

The end result of my mildly-exaggerated Title saw me bunkered in a standard room with no minibar, overlooking the carpark.  But damn, the feeling of self-importance as I completed the rego form and breasted the Hotel Checkin counter was off the Richter.  (Fortunately, at no stage during my stay at the Marriott, was there a call of, ‘Is there a Doctor in the house?’!)

But I digress…

What is it about Titles that seduces so many?

Is it the desire for power that comes from being a Colonel, a Major or a General?

Is it the lust for recognition that some crave by adding credentials of Prime Minister, Councillor or Lord Mayor to their lot in life?

Could it be failed academia that drives so many to want to add  ‘Professor’ or a ‘MBA’ to their birth names?

And why is this epidemic so prevalent in Real Estate? Sometimes we let our crazy egos or industry jargon consume what was originally a way to help people understand what we actually do and how we can help them.

From first-hand experience, I absolutely know how deeply some people’s primal needs are to boast superiority over their colleagues by being anointed as the ‘Senior’ Salesperson, or ‘Senior’ Property Manager, simply adding the word ‘Senior’ to their business cards. It’s an amazing ‘status’ to many.

It’s time to put yourself in the shoes of your clients.

Is a ‘Senior’ Property Manager a person of respected authority, or a really old Property Manager who hasn’t yet crumbled under the intense pressure of a really tough job?

Does your Mum or Dad client really know what a ‘Lead Agent’ is or does?  Do they trade in Lead?  Do they appreciate being called Lead?

Would your Dad or Daughter know what duties a ‘Co-Agent’ carries out?  Does the ‘Co-Agent’ own the company, or just help out on really busy weekends?

And what is it with the designations that are so big in the USA?  Do any normal people honestly know what it means when a Realtor has a string of ‘GRI, ABR, CRS, MRP, ALC, CIPS, SRS, SERS, AHWD, C-RETS, PSA’ and even ‘RSPS’ letters after their name on a business card? Do they know what they mean or even care? I wonder if, in fact, some clients want to treat those things we claim to have with an ointment!

What’s my point?

It’s pretty simple.

Does your business Title really serve to impress you and your Mates, or does it actually honestly serve to assist your Clients by explaining your role and ability to help them?

In 1990, I heard someone referred to as the “Director of First Impressions’ for the first time.  And, 26 years later, I’m still OK with that as an inward-facing title. It provides a laser focus for that employee about the core function of their role. But I reckon what’s happened across the rest of our industry in that time probably needs to be put under the spotlight for a relevance and reality check.

Now, I realise that there’s a marketing component to our titles.

I get it.

Some feel a need to impress, and I know it can be super-competitive in some markets. I understand that. But maybe we need to take a deep breath and ask our Clients what they really think, and, in fact, if they really actually care about our fancy titles.

What would happen if Real Estate Agents worked in different professions? Could you imagine their cards then?

  • Transparency Enhancement Coordinator (Window washer)
  • Sanitation Engineer  (Garbage man/woman)
  • Talent Delivery Specialist  (Recruiter…or Pimp)
  • Colour Distribution Technician (House painter)

So, lets get back to some reality with our titles so they actually say what we do and help our Clients out. 

My recipe? 99% that’s a description of what we do, and 1% dedicated to strokes for our often-brittle egos. 

Gman

Gahlord President Janitor

For example, I’m a massive fan of Gahlord Dewald’s.  I first met the ‘G-Man’ in 2009, and for as long as I can recall, he’s held the apt descriptor of President/Janitor. I can’t think of a better way to keep yourself grounded and to let your Clients know who you are.

 

Self-confession Time 

These Peter Brewer - Cool Stuff Doerdays I often use a title of  ‘Cool Stuff Doer’ as my stage intro.

Is it self adulating? I don’t think so. (OK, yeah it is!)

Does it start conversations? Yes, often.

Does it describe what I do? Kinda.

But I’d argue it’s a damn sight better than the ‘Social Media Guru’ mantle claimed by many of my contemporaries.

(Hey, I should use President Peter Brewer instead! I hear there’s a looming vacancy that almost any dummy can try out for at the moment…)

What is your title?  Does it tell your story? Does it communicate a real value to your Clients or does it just give you a ‘warm feeling when you’re sitting in a cold pool’?

What about other titles in business?  What other titles have you seen that hit the spot well?

Let me know in the comments below…

Filed Under: Brilliant things I Learned at the Car Wash

This morning, I was fascinated watching the depth of part of an induction program for new workers at Hoppy’s Car Wash Cafe in Brisbane.

Now you’d think the process of washing a car would be pretty simple, wouldn’t you?   It shouldn’t need too much training, should it?

You’d think it’d certainly be a bucket-load simpler to wash a car than something more complex like, building a car, or maybe even something like, I dunno…selling a house…?  Hoppys One Best Way

While I was at Hoppy’s sipping my cappuccino, I noticed three young girls were being taught the process of cleaning the interior of a car’s windscreen. I was kinda confused at the highly granular detail that went into something you’d think is as simple as wiping a clean cloth across some glass.

I watched inquisitively as the one of Hoppy’s Team Members instructed and then supervised and critiqued each of the three young ladies as they took turns on their ‘training car,’ paying attention to details such as: the type of cloth, the direction of the cloth (top to bottom, middle to outside) and triple-checking for cleanliness or streaks before handing the car over to the next team members in Hoppy’s production line-like process of washing a car.

Many in business would scratch their head at this level of detail.

Now I guess there are dozens of different ways to clean the inside of a car’s windscreen. But at Hoppy’s, they want things done their way.  Clearly, for Hoppy’s, there is only ‘One Best Way’ of doing things – the Hoppy’s Way.

That simple little process of watching Hoppy’s induction process today got me pondering just how many in the real estate industry induct new people into their individual business’ processes.

Does your business have a ‘One Best Way’?

Historically, many in our industry have enrolled their new staff members into what I call ‘The Magic 3′ induction program.

The Magic 3’s key components are:

1. A desk,

2. A phone, and 

3. A month.

Simplified, new staff members are given a desk to sit at, a phone and a copy of the White Pages, and a month to make a sale, get a listing, or potentially face the lonely one-way walk to the car park, never to return (like the dozens who preceded them). And then, after that being the extent of the induction provided to new people, those same business owners complain and wonder why people often fail in real estate.

Many in our industry need to do better. A whole lot better! 

A better way

A much better way

Merely adopting ‘The Magic 3 induction program’ as the induction program to any business is simply a recipe for disaster.

I reckon the Hoppy’s induction program should be an inspiration to many in our industry…

How well does your business induct your new people into your ‘One Best Way’?  Does your business even have a ‘One Best Way’?  

I’d love to read your thoughts below in the comments.

Peter Brewer is a veteran of the real estate industry and helps real estate businesses across Australia, New Zealand and the USA to maximise their people and technology.  If you’d like to explore how Peter can assist your business you’ll find him here and you’ll find what other clients have said about Peter here. 

‘Peter Brewer is one of the few specialists that can think outside of  his generation’. – Andrew Knight

Bundaberg and Hervey Bay Training November 2015

Brisbane, Australia

I’m delighted to announce that I’m co presenting in Bundy and Hervey Bay in November with the wonderfully talented Author and Entrepreneur, Carl Quested.

Will Carl, the Direct Mail and Print Guy, have an on stage punch up with me, the Social Media and Online Guy with our opposing views?  Is print media dead?..   Is social media a fad?  Find out what we really think!

It’s going to be a fun trip to Hervey Bay and Bundy.  The Fliers and rego deets for Bundy and Hervey Bay Real Estate Agents are below.

I hope we see you at one of these sessions!

Newsmail Real Estate Seminar Nov 19

Fraser Coast Chronicle Real Estate Seminar Invite Nov 20

 

Are we in the era of Tinder in Real Estate?

Is the romance in real estate all over?

I’ve been thinking of building a new app or website called Tinder for real estate. I reckon it’d be a massive hit in the real estate community. Not so much for ‘hook ups’ inside the industry, (although that’s a massive market all on its own), but for the casual ‘wham bam, thank you Ma’am’ romps that seem to go on every day with too many real estate agents and their clients/customers.

I’m being sarcastic of course, but I hope you’ll soon get my point.  Tinder

What is it with people in our industry these days? It seems that almost everyone wants to move straight to the ‘horizontal fox trot’ instead of being prepared to steady waltz a little first. It’s all about the ‘swipe right romp’ rather than taking our time, with sensual seduction and choccies and roses.

I think we all truly know which actions get the longer term rewards…

Seemingly, though, no one is prepared to take the slow dance and enjoy those rewards that follow.

Is no one willing to invest in relationships that will bring you a lifetime supply of willing dance partners, and even trusted friends, eager to commit to forever?

What has happened to the old business ethos, ‘Make a friend today-do a deal later?’, courting before, during AND after the first, second and fiftieth dates?

Look, I reckon we all have had that Mate that boasts he uses all the smooth pickup lines at bars at midnight.

You know ‘that’ guy.

The one with wordsmith-crafted gems like, ‘Wanna Root?’, or the even more persuasive, ‘Nice cans, Wanna Root?’

Now, our old friend Romeo above often claims a pretty impressive strike rate with those smooth lines, and he may well have had more feeds than famines, but I’ll bet he’s chewed his own arm off a few times or got some less than impressive reviews on Yelp at times too, if you get my drift. And I seriously doubt he’s got past Sunday breakfast with most of those ‘wins’ and I’d even hazard a guess that less than 5% came again for seconds. (No pun intended.) 

Where am I going with this?

I’ve written previously about the atrocious stat that was floating around our industry a couple of years back: ‘41% of emails to Agents via a major real estate portal go unanswered.’

That’s a whopping FORTY-ONE out of every incoming 100 enquiries that were paid for by those companies were never responded to.

I gasp every time I type those words. Is business THAT good and THAT easy? Having been on the cheque-signing end of buying advertising to make the phone ring in all sorts of advertising mediums for over 30 years, I go cold and clammy when I think of the money and business credibility we may have burned if the 41% stat is even remotely true.

Here’s another stat that should leave you cold and clammy too:

‘90% of sellers when asked at settlement if they’d use the same real estate agent again said ‘Yes’… But 90% ultimately didn’t.’

Feeling a little ill yet?

What the hell is going on in business (and life) these days? Are we all so desperate for the instantly gratifying ‘right swipe’ that we’ve forgotten (or given up on) all the basics that give a good relationship its substance?

I was chatting to a very close friend recently.

Let’s call him ‘Nigel.’

Nigel has been the source of around $60,000 in real estate commissions as a seller and $60,000 as a buyer in the last 3 years. Not a bad guy to know if you were a real estate agent, I suspect! Nigel is pretty influential in his field. People know him. He knows people. He talks a lot. People ask him his opinion a lot and he’s willing to give it.

Nigel recently shared with me that in the last three years in the 3 sales that he’s been involved in as a seller and a buyer that the total sum of communication he’d received from the 2 real estate people he’s done business with equated to 6 settlement letters, 4 text messages, 4 phone calls, 4 emails, and 2 bottles of wine.

That’s the sum of it.

Total communication: 18 ‘touch’ points and two bottles of booze.

Let’s analyse them a bit deeper.

The 6 settlement letters were legally required, so they don’t count as relationship-building activities.

The 4 text messages were ‘feedback texts’ that came midweek after the Saturday Open Homes on Nigel’s houses. *Note: They came midweek. Not immediately after. Another irritant..

The 4 emails were actually Buyer offers being submitted, and the 4 phone calls were actually made by Nigel calling to find out what was happening on his sale!  Comm skills

C’Mon! Is that it? Is that the best we can do in this industry?

I mean seriously. I reckon that the Agent/s in Nigel’s case are almost no different to smooth-talking ‘Romeo’ in the bar I mentioned above.

I reckon they’re running the Real Estate equivalent of ‘Wanna Root?’ or swiping right on Tinder and hoping they ‘get lucky.’

Where is the relationship building in those 3 transactions? Where is the follow-up? Where is the appreciation?

Now, before I get totally slammed by the good real estate agents out there, I want to acknowledge that we do have some amazing Agents and Agencies who still recognize the relevance of ‘romance.’

They’re combining current technology with good business sense to develop great relationships with their Clients and Customers.

They’re the ones building content libraries and relevant campaigns that mix snail mail, electronic mail, phone calls, drop-bys, and a range of other relevant communication methods that are of value to the Client/Consumer, rather than just adding them as ‘leads’ in a database.

Seriously. What BS words to use to make human beings feel appreciated. ‘Leads in a database.’

What BS terms to use for the people who pay us very handsomely for our work. ‘Hey baby, I’ve added you to my database. You’re now record number ‘AQ2467blz’ in my mail-out of irrelevant crap.

Soon, you’ll be sending them the same crap you send everyone else, regardless of who they are, what they want or how you met. You’ll have forgotten the romance and they’ll just be another number.

If that’s the best you’ve got then you may as well just be swiping right. Swipe right

How romantic!

I’m sensing a pretty significant changing of the guard in our industry. I’m seeing new salespeople embracing technology and using it effectively in conjunction with quality relationship-building activities.

I’m now seeing long-term Agents who haven’t dedicated any proper time to building good relationships with Clients/Customers over their careers starting to lose opportunities they would normally have fallen into.

I’m seeing agents spend too much time playing Real Estate Tinder, swiping right furiously, instead of spending time focused on creating relationships that last.

So, which are you? Are you a Tinder agent or are you building relationships that last? 

(Peter Brewer is a real estate coach working with real estate agents in Australia, New Zealand and North America. He specialises in assisting real estate agents and agencies to combine the very best of old world real estate with the tools and consumer behaviours of the new world.  You won’t find him on Tinder)  But he can be contacted using the form below.

Real Estate Apps Presentation for REINSW

I enjoyed researching and demonstrating what i considered to be amongst the top 20 Apps for Real Estate Agents at the REINSW Conference in 2014. Here’s the sessions slides.  Send me a note if you need more clarity on any of these.


 

100 – 1 Percenters in Real Estate

I was lucky enough to happen upon what I consider to be an excellent list of Life and Business lessons shared by Daniel Hayes today. Daniel is the business owner at Hayes Winckle Real Estate in Melbourne, Australia. Daniel

I hope you enjoy this list as much as I did. My personal favourite is Number 39. What’s yours?

100 – 1 PERCENTERS IN REAL ESTATE (going in my book)
1. Be always a minimum of 5 minutes early without exception
2. Deliver a prelist kit within 90 minutes of the initial Listing call. Always do this
3. Look sharp, always look sharp
4. Peoples favourite topic is themselves, talk about them not you !
5. Drive a good car, you’ll feel better about yourself, park it on their kitchen table let them know your successful as hell.
6. Judge your results in a quarter not in a month
7. Where your name badge when you pick your kids up from school
8. Show enthusiasm
9. Show passion
10. Let some rosary beads fall out of brief case at an appraisal
11. Show a sense of urgency for Christ sake
12. Show that you care
13. Listen intently
14. Look into the whites of their eyes
15. Repeat back to people what they say, so you understand exactly what they want
16. Be ambitious on price
17. Do not see any negative in a property.
18. Every time you procrastinate in the office, extend your hand punch yourself in the face
19. Always have holidays in the pipeline
20. Always do training
21. Always practice “scripts and dialogues”
22. Tell vendors the truth
23. Tell purchasers the truth
24. Always use professional photos for personal pictures
25. Have an arsenal of material that you can prospect with at all times
26. Put aside a percentage of every sale you make to reinvest in YOU
27. Spend money on self-promotion, spend lots, it’s worth it !
28. Always try to exceed your vendors expectation on price
29. Let the purchasers know you are a kick ass agent, and you work for the vendor!
30. Point 3 pointer boards out at each OFI
31. Drop 250 flyers around boards when first listed
32. Drop 250 flyers around boards when just sold
33. GET MARKETING PROFESSIONALLY PRINTED UP
34. Do your research
35. Be prepared
36. Put a letter in the letter box when you leave the appraisal with a thanks and 2 x movie tickets
37. Do number 35 every single time !! don’t be a tight ass
38. Don’t isolate in the office, you learn from hearing other dialogue
39. Help out the new guy
40. Action defeats fear
41. Talk to people you do not know
42. Join a club – preferably one that doesn’t have an anonymous at the end of it
43. Network, let people know who you are
44. Always let slip you’re an estate agent, no matter where you are
45. Walk away from a listing you know you cannot sell, it give you self worth
46. Cut your fees for people in need
47. Do some free marketing for people in need
48. Put on a PA
49. Outsource letter box dropping
50. Put 98% premium in your car, YOUR WORTH IT !
51. Outsource data base management
52. Spend time with your family, remember what your working for?
53. Put 100 testimonials in every pre list kit
54. Pat the pets of the vendors, love them and they will love you!
55. Be generous, don’t be a terry tight ass
56. Communicate clearly, use fewer words
57. Be your self
58. Never give in, you can’t beat some one that never gives in
59. Embrace rejection, “yeah this is good for me”
60. Don’t grieve that listing you didn’t get for to long, 60 minutes max
61. Have random water pistol fights in the office
62. Practice being disciplined
63. Stand tall and walk tall, you’re the best agent on the planet !
64. Make people laugh
65. Remember that none of us get out of this thing a live
66. Ask your self “how important is it?”
67. Tell your kids you love them
68. Introduce yourself by first name to each person at OFI’s
69. Always ask the question “ are you considering selling?”
70. Avoid negative people, industry full of them
71. You are who your hanging with, confronting isn’t it
72. Make mistakes, means you’re having a go
73. Negotiate like a pit bull on steroids
74. Don’t be a Rock star in the in the office, be a Rock star in your patch
75. Become an auctioneer
76. Communicate, you can never communicate enough
77. Take risks, bigger the better, go all in
78. Focus on you and not the competition
79. Let them know that you will probably be the most expensive agent to list with
80. Be convincing for Gods sake.
81. Give a bottle of Champs to the first person to bid at your Auction
82. Max out your credit card, seems to keep me motivated
83. Buy a car you cannot afford
84. Get coffee at the local cafes, mix it up a bit
85. People don’t expect you to be perfect, but they expect you to work hard
86. Be solution focussed
87. Always have the lights on at an OFI
88. Get vendors to cook food for OFI’s so you can eat and sell at the same time
89. ‘Feel free to walk around, any questions I’m here to help” then leave them alone
90. Smile at people
91. Put $100 bucks of groceries on the kitchen bench when the house settles
92. Put Christmas presents under vendors Christmas tree from you, don’t tell them
93. Ring your vendors every single day, unless they don’t want you to
94. Email isn’t GOD – Do more face to face, people like it
95. Take more time off
96. Tell stories that go some where
97. Have an agenda
98. Turn your phone off at 7 pm
99. Have a $1000 bucks cash on you – it’s just a good feeling
100. Isn’t all about the money, hearses aren’t going to cemetery’s with roof racks on !

If I Were an Australian Real Estate Agent in 2014

In December 2009, Marketing genius Chris Brogan authored an excellent piece titled ‘If I were a Realtor’.

I wrote about it and shared it here. In his short piece, Brogan dot pointed things he’d do if he were a Realtor in 2009 with the then emergence of video, Twitter, and a new fad thing called Facebook.   He talked a bit about community and engagement.

In light of the current angst within much of the real estate community in Australia, I thought I’d use some licence and build a 2014 Australian version of Brogan’s wonderful words…

If I Were an Australian Real Estate Agent in 2014

  • I’d identify and develop a ‘magnificent modern point of difference’ in my marketing.  Change
  • I’d acknowledge that anyone can put a listing on realestate.com.au. Even a seller. On their own. I’d never forget that.
  • I’d use video. Lots of it. No more BS excuses on why you can’t.  The days for excuses on video being “too dear, too hard, too slow” are over.
  • If I were a Real Estate Agent in Australia in 2014,  I’d understand that many sellers still see us as necessary evils in the transaction. I’d work tirelessly to change that perception of me.  Immediately.

Regardless of whether I’m an Agent, Agency or a Salesperson, I’d have my own websites. Plural. Lots of them in fact. At least 5.  I wouldn’t just settle for the stock-in-trade website handed out to me by my franchise group or association. Sure, I’d pimp the franchise or association one out to the absolute max, but I’d also have my own strong, structured strategic plan for developing online lead and relationship generation.

  • I’d have information-rich and totally relevant websites for buyers, sellers, investors, and others.  They wouldn’t be talking about my company or fuelling my own ego with posed out of date photos of me in a flash suit, or standing in front of a leased racy BMW. The websites probably wouldn’t even have my logo on them. They’d be strategically designed to inform people and capture lots of enquiry. They’d position me as the indisputable trusted local authority.
  • I’d stop advertising to chase NEW business and I’d connect with the forgotten ones. The people who’ve already had a brand or personal experience with me.  It’s so much easier to deal with those who already know us.

If I wanted to excel as an Agent in Australia in 2014, and beyond, I’d ask someone trustworthy which database they think is the best database. And when they answered, ‘the best database ever invented is… ‘the one you actually use’, I’d believe them, I’d stop searching,  I’d  do what Nike say (#jfdi), and I’d move to the next point  Swiftly.   

  • I’d use my database product and, because I’m better using my brain, ears, and mouth than I am with typing words and numbers into a database, I’d appoint an offshore database manager for $2.00 an hour to input and manage strategic forms and frequency of communication with my clients to ensure an ongoing drip feed of repeat sellers and buyers.
  • If I were a professional real estate agent in Australia in 2014 I’d be showing my sellers the deep connections I have with ready made buyers in my database and I’d use that as a key point in my listing presentation. That’d be one of the key differentials I’d win every listing from you on.
  • I’d letter box drop 10,000 glossy print, dl sized banana and almond cake recipe cards to my farming area every month without fail. BUT ONLY IF they actually were a proven source of seller enquiry.  And once I finally came to my senses and realised they’re a waste of money, I’d change that expenditure into creating an awesome digital footprint that gets me found where the genuine sellers and buyers are researching.  And that’s not in their letterbox.
  • I’d post all my listings to my local institute site. As a member, I get to vote on the make-up of that board with my colleagues. We are those site’s stakeholders and shareholders.   I’d remember Don Chipp, founder of the Australian Democrats Party’s goal ‘to keep the bastards honest’.  Support your Institute. They’re not the bastards. Help them help you.
  • I’d still post my listings on realestate.com.au. and Domain and some other portals. But I wouldn’t do it until I had absolutely  exhausted every other source of enquiry, and never ever before 30 days had passed. I’d never break ranks from this and I’d only work with a business that sees the bigger, long-term picture and supported my colleagues and I to do this.

I wouldn’t ever remotely consider buying a feature, premium, or fancy pants advertisement at up to a seemingly ridiculous $3,665.00 on a portal to get a listing found a bit higher up for a week or so. Trust me. The buyers will still find your property. Just like the major portals, I have conducted my own deep dive private research using my Mum, Brother, and my long lost Aunty Joan on this. They still found their neighbours’ homes for sale hidden on page 4 of realestate.com.au. and Domain amidst a sea of crammed, glittery, irrelevant, distracting, flashing advertising mayhem. First Prostate Exam

  • If I were a real estate agent in Australia in 2014 I wouldn’t stick my head in the sand and smugly say ‘it doesn’t matter what price the portals charge, I don’t pay for ads, My sellers pay for all their advertising’ ..  My friends, the day will soon come when even your sellers will too be tired of being anally probed and say ‘enough is enough ‘. Do your job and represent their interests in all parts of the transaction. That includes cost-effective marketing.
  • I’d very quickly get to understand how Facebook, Google and retargeted online advertising works and I’d adopt it into my my business’ and my clients’ products as part of my magnificent point of difference I referred to in Point 1.
  • If I was personally challenged and didn’t know how to effectively use the online world to professionally market property and myself then, just like a budding auctioneer gets an auction coach and just like a first grade football or cricket player gets a kicking, tackling or bowling coach, I’d get an online marketing coach, or I’d take me up on my free offer to Pick Peter’s Brain.

If I were a real estate agent in Australia in 2014, I’d certainly support a move for change, and I’d do it now…otherwise the industry you have today might not be yours in 2016.

But that’s just what I’d do.  You?  peter

You’d probably also enjoy this really short post on the importance of having a great digital twin. 

National Speakers Association

It was an honour to speak for the National Speakers Association this week.  Following are the slides from the event.  If you’d like more information please reach out to me at +61417630962 or here via my Contact Page.

Click here to view or download. National Speakers Association

Happy Interwebing to You!

That Peter Brewer

Peter is one of the few specialists who can think outside his generation