It's time we got our swagger back.
As I told nearly 1,000 Broker/Owners and Managers in Los Angeles this week, I am through being polite or humble about the unmatched competitive advantages of RE/MAX affiliation. We have the best, most productive, most experienced agents in the business, and there's no reason to be shy about what that means. For instance:
• We are No. 1 in market share.
• We are No. 1 in agent productivity.
• We are No. 1 in brand name awareness.
• We are No. 1 in advertising.
• We are No. 1 in lead generation.
• We are No. 1 in professional education.
• We are No. 1 in the minds of buyers and sellers.
And we are No. 1 in the eyes of most of our national competitors, who understand that RE/MAX continues to be the home of top producers who outperform their agents year after year.
That's just the way it is, and we should be bold in saying it.
As a Broker/Owner in our system, you should be proud of this unbeatable edge, and able to explain it to your current Associates as well as your recruits. The fact is that real estate professionals who want to be on the No. 1 team – and are equipped for it – ought to be with RE/MAX.
Two recent developments involving consumer perceptions have reaffirmed our position as the real estate leaders.
First was the July announcement that RE/MAX had received two awards from J.D. Power and Associates for generating the highest overall satisfaction among buyers and sellers. That's quite an honor, especially at a time when transactions can be so complex, time-consuming and frustrating for the people involved. The fact that our Sales Associates' efforts were recognized by both groups of consumers made the achievement doubly impressive.
The second development, however, might be even more valuable to your recruiting and retention efforts. Just last week we received the findings of an extensive consumer survey conducted by Synovate, one of the leading researchers in the field.
The results were an astonishing, tremendously positive reflection of how we rate in the eyes of consumers. Here's a three-pronged message for you to understand and communicate to your agents and recruits: (1) Brand affiliation matters, (2) consumers know and trust RE/MAX more than any other national franchise, and (3) industry-leading awareness generates additional leads and business for our Associates.
That's powerful stuff, especially these days. Here are just a few particulars:
• In unaided awareness, 34% of the consumers mentioned RE/MAX as "top of mind." That number easily beat Century 21 (25%), was triple Coldwell Banker (11%) and was 10 times better than Prudential (4%) and Keller Williams (3%). Overall, 95% of the survey participants were aware of the RE/MAX name. Not to single anyone out, but less than 50% of the consumers even knew Keller Williams existed.
• Similarly, 30% of the consumers recalled seeing or hearing a RE/MAX ad recently, a figure triple that of Century 21 (12%), six times greater than Coldwell Banker (5%), 15 times greater than Prudential (2%) and 30 times greater than Keller Williams (1%).
• And how does that translate into business for agents? When asked what brand they would most likely consider if buying or selling in the next two years, 28% of the consumers chose RE/MAX. Only Coldwell Banker and Century 21 scored in double digits, and the RE/MAX figure nearly quadrupled the results of Prudential and Keller Williams.
There is plenty more gold within this study (RE/MAX is the brand consumers would most likely recommend to a friend or relative, for instance, and "company image" is the leading reason sellers choose a RE/MAX agent), and our creative team will be developing materials for you to use.
These tools will help you drive home the fact that RE/MAX continues to be the best option for the industry's most capable agents. That has never really changed, but many of us, from Headquarters to regions to local Broker/Owners, haven't been communicating it as directly and forcefully as we should have been.
That changes right now. We are the No. 1 brand in real estate. And we will be saying so. Loudly and very clearly.
Coming Up
To those of you who attended the Broker Owner conference this week, I hope you enjoyed yourselves and got a lot out of the experience. It's always good to get together and share ideas, and this year's event was one of the best ever. Thanks for coming. For those unable to attend, I hope to see you at R4 in Las Vegas next March.
Final Thought
I can't overstate the value of the Competitive Intelligence website we announced on Monday. You'll see more details in tomorrow's Broker/Owner Weekly email, so be sure to take a look. The site aggregates information from a wide variety of your competitors. It can take your edge in recruiting and retention to a whole new level.
Download a PDF version of this e-mail, or past editions of Profit Lines, via RE/MAX Mainstreet.
© 2011 RE/MAX, LLC. Permission is granted to RE/MAX Affiliates to reproduce or forward this newsletter in its entirety, provided this notice is retained. All other rights reserved.
Metro Message
Welcome to this edition of Metro Message.....I hope all of you had a fantastic weekend and found a little time to have some fun and relax. We all know that when the going gets tough the tough get going. We are the tough ones. We are the ones that can handle everything that comes our way. We are the ones that have the determination and focus to get through the storm and enjoy the sun. Let us keep in mind what really matters and let us remember that sometimes before it gets better it gets a little harder. Live on and keep working and believing.
ENCOURAGEMENT CORNER...
Do You Build Fences Or Bridges?
Once upon a time, two brothers who lived on adjoining farms fell into conflict. It was the first serious rift in 40 years of farming side-by-side, sharing machinery and trading labor and goods as needed without a hitch.
Then the long collaboration fell apart. It began with a small misunderstanding and it grew into a major difference and finally, it exploded into an exchange of bitter words followed by weeks of silence.
One morning there was a knock on John's door. He opened it to find a man with a carpenter's toolbox. "I'm looking for a few days' work," he said. "Perhaps you would have a few small jobs here and there I could help with? Could I help you?"
"Yes," said the older brother. "I do have a job for you. Look across the creek at that farm. That's my neighbor. In fact, it's my younger brother! Last week there was a meadow between us. He recently took his bulldozer to the river levee and now there is a creek between us. Well, he may have done this to spite me, but I'll do him one better. See that pile of lumber by the barn? I want you to build me a fence an 8-foot fence -- so I won't need to see his place or his face anymore."
The carpenter said, "I think I understand the situation. Show me the nails and the post-hole digger and I'll be able to do a job that pleases you."
The older brother had to go to town, so he helped the carpenter get the materials ready and then he was off for the day. The carpenter worked hard all that day -- measuring, sawing and nailing. About sunset when the farmer returned, the carpenter had just finished his job.
The farmer's eyes opened wide, his jaw dropped. There was no fence there at all.
It was a bridge .. A bridge that stretched from one side of the creek to the other! A fine piece of work, handrails and all! And the neighbor, his younger brother, was coming toward them, his hand outstretched.
"You are quite a fellow to build this bridge after all I've said and done."
The two brothers stood at each end of the bridge, and then they met in middle, taking each others hand. They turned to see the carpenter hoist his toolbox onto his shoulder.
"No, wait! Stay a few days. I've a lot of other projects for you," said the older brother.
"I'd love to stay on," the carpenter said, "but I have many more bridges to build."
WORDS TO LIVE BY...
"Our ultimate freedom is the right and power to decide how anybody or anything outside ourselves will affect us."
~Stephen R. Covey~
"A hero is no braver than an ordinary man, but he is braver five minutes longer."
~Ralph Waldo Emerson~
"Knowledge is power, but enthusiasm pulls the switch."
~Ivern Ball~
"Goals in writing are dreams with deadlines."
~Brian Tracy~
"We are what we repeatedly do. Excellence then, is not an act, but a habit."
~Aristotle~
"Be ready when opportunity comes...Luck is the time when preparation and opportunity meet."
~Roy D. Chapin Jr.~
"Perseverance is a great element of success. If you only knock long enough at the gate, you are sure to wake up somebody."
~Longfellow~
"A company's character is known by the people it keeps."
~John Ruskin~
LET'S MAKE THIS THE BEST WEEK OF THE YEAR!!!
ENCOURAGEMENT CORNER...
Do You Build Fences Or Bridges?
Once upon a time, two brothers who lived on adjoining farms fell into conflict. It was the first serious rift in 40 years of farming side-by-side, sharing machinery and trading labor and goods as needed without a hitch.
Then the long collaboration fell apart. It began with a small misunderstanding and it grew into a major difference and finally, it exploded into an exchange of bitter words followed by weeks of silence.
One morning there was a knock on John's door. He opened it to find a man with a carpenter's toolbox. "I'm looking for a few days' work," he said. "Perhaps you would have a few small jobs here and there I could help with? Could I help you?"
"Yes," said the older brother. "I do have a job for you. Look across the creek at that farm. That's my neighbor. In fact, it's my younger brother! Last week there was a meadow between us. He recently took his bulldozer to the river levee and now there is a creek between us. Well, he may have done this to spite me, but I'll do him one better. See that pile of lumber by the barn? I want you to build me a fence an 8-foot fence -- so I won't need to see his place or his face anymore."
The carpenter said, "I think I understand the situation. Show me the nails and the post-hole digger and I'll be able to do a job that pleases you."
The older brother had to go to town, so he helped the carpenter get the materials ready and then he was off for the day. The carpenter worked hard all that day -- measuring, sawing and nailing. About sunset when the farmer returned, the carpenter had just finished his job.
The farmer's eyes opened wide, his jaw dropped. There was no fence there at all.
It was a bridge .. A bridge that stretched from one side of the creek to the other! A fine piece of work, handrails and all! And the neighbor, his younger brother, was coming toward them, his hand outstretched.
"You are quite a fellow to build this bridge after all I've said and done."
The two brothers stood at each end of the bridge, and then they met in middle, taking each others hand. They turned to see the carpenter hoist his toolbox onto his shoulder.
"No, wait! Stay a few days. I've a lot of other projects for you," said the older brother.
"I'd love to stay on," the carpenter said, "but I have many more bridges to build."
WORDS TO LIVE BY...
"Our ultimate freedom is the right and power to decide how anybody or anything outside ourselves will affect us."
~Stephen R. Covey~
"A hero is no braver than an ordinary man, but he is braver five minutes longer."
~Ralph Waldo Emerson~
"Knowledge is power, but enthusiasm pulls the switch."
~Ivern Ball~
"Goals in writing are dreams with deadlines."
~Brian Tracy~
"We are what we repeatedly do. Excellence then, is not an act, but a habit."
~Aristotle~
"Be ready when opportunity comes...Luck is the time when preparation and opportunity meet."
~Roy D. Chapin Jr.~
"Perseverance is a great element of success. If you only knock long enough at the gate, you are sure to wake up somebody."
~Longfellow~
"A company's character is known by the people it keeps."
~John Ruskin~
LET'S MAKE THIS THE BEST WEEK OF THE YEAR!!!
Week 10 of 12 RE/MAX Metro Coaching
Have you ever noticed how your day just seems to be stolen right from under you? It’s all those things that don’t seem as if they take much of your time, but cumulatively they add up quickly and are dangerously stealing away precious moments you could be spending on something much more vital. The problem is they seem so insignificant, we don’t consciously register them. Well, we need to change that.
For the next seven days, keep a log of all those little time stealers that accumulate during the day. Here’s what you need to do. For each day this week keep a running list of...
Interruptions: Actually take the time to write down what/who interrupted you during your work day. Was it a phone call, another agent stopping by your desk to discuss something with you, friend or family member or something else that took you from your task at hand?
People: There are key people in and around your life. They all impact you in some way. Some assist you greatly in your efforts to accomplish everything that needs to be done. Some are a hindrance. That may be blunt; but it’s the truth. For the next week I would like you to consciously identify who is in your life and what role they play. Simply keep short notes as you progress through the week (you may want to use a code rather than their name; just in case) and track specific encounters with them and rate each encounter as a positive or negative experience. Make very specific notes as to what they did that caused their rating.
Also;
Write ten personal notes this week to past clients or people in your sphere of influence. Tell them you have been thinking of how much you appreciate their encouragement and confidence in your ability.
Call fifteen people in your data base and ask them if they know someone who is thinking of buying or selling a home in the near future. Tell them you don’t want to make the mistake of assuming they will recommend you; that you want to make sure they know how much their confidence means to you.
And remember to make a list each day of what you want to accomplish!!
For the next seven days, keep a log of all those little time stealers that accumulate during the day. Here’s what you need to do. For each day this week keep a running list of...
Interruptions: Actually take the time to write down what/who interrupted you during your work day. Was it a phone call, another agent stopping by your desk to discuss something with you, friend or family member or something else that took you from your task at hand?
People: There are key people in and around your life. They all impact you in some way. Some assist you greatly in your efforts to accomplish everything that needs to be done. Some are a hindrance. That may be blunt; but it’s the truth. For the next week I would like you to consciously identify who is in your life and what role they play. Simply keep short notes as you progress through the week (you may want to use a code rather than their name; just in case) and track specific encounters with them and rate each encounter as a positive or negative experience. Make very specific notes as to what they did that caused their rating.
Also;
Write ten personal notes this week to past clients or people in your sphere of influence. Tell them you have been thinking of how much you appreciate their encouragement and confidence in your ability.
Call fifteen people in your data base and ask them if they know someone who is thinking of buying or selling a home in the near future. Tell them you don’t want to make the mistake of assuming they will recommend you; that you want to make sure they know how much their confidence means to you.
And remember to make a list each day of what you want to accomplish!!
Week 9 of 12 RE/MAX Metro Coaching
Week 9 of 12
Let’s roll up our sleeves and get to work! There are so many activities for us to do and so little time! I want to continue in our efforts of building new solid work habits. Here is a short list of activities (yet, very meaningful) for you to accomplish this week.
Task One
One of your challenges is to simply stay abreast of web sites that potential buyers and sellers are visiting. They may end up using one of these sites to locate a real estate agent. Remember, the visitors to the Internet are more motivated than the typical lead we seem to generate through typical methods of prospecting. A recent study showed that of all the people who actually find a home on the Internet that matches their criteria; an astounding 41% actually go take a look at the home! That’s telling us that a large segment of buyers using the Net as a tool are truly motivated. So, our challenge becomes finding the sites that customers find. The advantage is simply. If you register with these sites (generally free) you may get a lead from someone who found you via that particular site. If you have not already done so, discover what sites consumers are using so you may determine whether you should register with that site or not. At the very least, you need to know where consumers are going in their real estate search. I suggest you search the Internet using http://www.Google.com or some other search engines and simply type in “buying a home in …..”(name of your city). You may be surprised to see which sites show up.
Task Two
For years now I have mentioned recommended the book; First Things First, co-authored by Steve Covey and a married couple by the name of Merrill. GO GET THIS BOOK! I would like for you to at least light read the first half of this book during the next seven days. Believe me when I tell you the ideas you pick up in the first half of the book will have immediate impact on your efficiency and organizational qualities. If you are saying to yourself, right now, “Oh, I don’t have time to read part of this book during the upcoming week” then you REALLY NEED TO READ THIS BOOK! It’s written for you.
Write down the Three Most Important Things you learned from the book this week. What three things are you actually going to use as a result of reading it.
1.
2.
3.
Week 8 of 12 RE/MAX Metro Coaching
Week 8 of 12
We are now finishing up two months of an introspective examination of yourself. If you have followed the activities closely and put true emphasis on completing them in a serious effort, the results should be obvious. You see, I firmly believe you cannot make an intelligent decision regarding how to increase your future efficiency and production until you have a very accurate history of your recent past efficiency and production. That’s what this past eight weeks has been about!
This week’s activities will be the most abbreviated to date; however, it may be a turning point in your real estate future.
Look at the past seven weeks of activities and identify the TOP FIVE THINGS you have learned about yourself (both strengths and areas of improvement). I don’t want to prompt you this week by listing examples (as I have in the past). I want you to put serious thought into your observations. I can’t wait to see what your write down! I hope you can’t wait either.
We are going to start on a serious journey for our last four weeks of activities.
You heard me say in the seminar you attended, how important it is to have a daily list of what you want to accomplish. It’s now time to TAKE THIS TO A NEW LEVEL. Beginning this week I want you to have a list of everything you need to accomplish written down each day.
Don’t concern yourself with how many things are on the list. The important thing is to develop a routine of writing down your objectives EACH DAY! Remember what you heard me say – “Every one of us deserves at the end of the work day to have a feeling of accomplishment, success and/or achievement.
Although simple, this strategy may be one of the most important things you do to increase your overall production and efficiency.
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