The real estate agent sales meetingDave Hershmansales tips, synergy marketing, motivation, Toastmasters
Does this scenario sound familiar? You have successfully
badgered the broker in a real estate office for seven consecutive
months and he/she finally acquiesced and is going to let you
address the sales meetingdespite the fact that the real estate
company is affiliated with a mortgage company and the corporate
office would not be too happy that the brokers are letting
"outsiders" in to speak. The big day arrives. Your standard script
is set (you've been giving the same talk for three years). Here it
goes: Hi. Thank you for letting me be here. Many of you already
know me, but for those who don't, I am a great (blank). I work for
a great (blank). We have great (blank). This is what I think that
(blank) will do in the future. I have given out (blank). I brought
(blank). Help yourself! This is a contest to see who can fill
in the blanks correctly. I am betting that 98 percent of the loan
officers reading this column can fill in the blanks correctly
because they have regurgitated these lines before. If you e-mail
the correct answers to
[email protected],
we will send you a free newsletter that you can share with your
real estate agents and other targets. No wonder the broker had to
be talked into letting you into the sales meeting. When they said
that they had a loan officer last month, they are really expecting
that you will say the same thing. It's unfortunate, because giving
a sales meeting is a perfect synergy marketing opportunity. I am
very familiar with this topic because I was an "in-house" loan
officer for a real estate-owned mortgage company. I have also
supervised hundreds of loan officers in the same position.
One rule of maximum synergy marketing is that all targets and
tools do not have the same level of effectiveness. You do not have
time to use all marketing toolstherefore, you must choose your
weapons carefully. There is no tool more effective than conducting
a sales meeting comprised of your top targets. How long would it
take to sell 20 real estate agents one-on-one? Three weeks of voice
mail tag, one or two lunches, more tag in between and perhaps one
loan after three to six months of effort.
On the other hand, speak to a sales meeting of real estate
agents and do a great job, and five to 10 of them will be calling
you tomorrow because they know how much value you can bring to
their lives. Is there any tool more effective than that? Of course,
to do this, you must observe another synergy marketing ruleif you
are not delivering value to your targets, why bother?
Do you think that real estate agents are interested in your
mortgage products or how good you think you are? How many loan
officers get up in front of a sales meeting and say, "Please give
me a loan, I am a mediocre originator?" You can easily dispense
with proving your worth more effectively by arranging a third-party
testimonial right at the sales meeting. You must then attack the
value angle. Real estate agents do not sell mortgage products for a
livingthey sell homes.
Ask yourself, how are you going to help them sell more homes
with less stress through your talk? Give your talk a title and
develop attractive handouts. The title should be one that will grab
their attention:
Boring:Using option ARMs
Better:Selling more homes with option ARMs
Best:How to sell more homes to those who are short
on income and cash
Deliver the talk with energy. If you do not have a passion for
your topic, how are you going to inspire anyone to take action? If
you need practice with your public speaking skills, obtain outside
help. Organizations such as Toastmasters can help you develop your
public speaking skills. Actually, the topic of learning how to
speak in public and using this tool as an effective sales strategy
is an excellent topic for a real estate agent sales meeting.
Talking about ways they can increase their business instead of
hawking your products is the goal here.
Do not be satisfied with merely delivering a great show. How are
you going to get leads from the meeting? Just standing in front and
saying, "Does anyone have a loan for me?" is not an effective way
to ask for business. Ask if anyone is working with a client right
now who does not have enough money, so that you can demonstrate how
this program works. If you highlight the goal of gaining a lead
from the meeting, you are much more likely to design a talk that
will focus on this objective.
Don't forget other basic synergy rules. If you are marketing by
yourself, you are wasting synergy. Perhaps you can bring an
assistant to help introduce you and distribute your handouts.
Perhaps this same assistant might be someone who can give a
third-party testimonial.
Make sure that your synergy marketing partner has relationships
within the office that you can take advantage of, and that your
partner will benefit by being at the meeting as well. Perhaps your
synergy marketing partner will be a financial planner or
title/escrow company. You are going to be giving the sales meeting
anywaywhy not achieve a second or third objective?
Maximum synergy marketing is a long way from getting up in front
of real estate agents and regurgitating doughnuts and interest
rates. Oops, did I give away a few of the answers?
Dave Hershman is a top speaker and leading author in the
mortgage industry with six booksincluding two best sellers for the
Mortgage Bankers Association of America. His mortgage school is the
only comprehensive advanced curriculum in the industry. For a
schedule of classes, free marketing samples, speaking information
and articles by Dave, visit www.originationpro.com or
call (800) 581-5678.
