Introduction
- The speaker is Michael Fanning, a real estate coach with Windermere Real Estate. covering specifics on being Professional and going above and beyond.
- Fanning begins by noting agents are independent contractors without mandates on service levels. However, successful companies in other industries provide consistent service. Real estate agents should focus on professionalism and consistency.
- He states agents worry about getting paid less, but should focus on bringing value rather than the commission gap. The book "Go Giver" says your worth is based on how much more service you provide than payment you receive.
Avoiding Commoditization
- Fanning explains commoditization is when services become interchangeable and competition is on price rather than quality/features.
- Real estate agents experience this when clients see them as the same and focus only on commission prices.
- Fanning states agents should have a "value edge" to avoid being commoditized.
Moments of Truth
- Fanning introduces "moments of truth" - brief interactions when customers form impressions about brands.
- He outlines 3 key moments: the initial research phase (Zero Moment), first experience with service (First Moment), and experience after purchase (Second Moment).
- Optimizing these moments through marketing and service is key to winning customer loyalty.
Key Touchpoints for Providing Value
- Fanning gives examples of touchpoints agents can optimize:
- Having a consistent sales process
- Communication schedule and expectations
- Regular market research and conveying market expertise
- Professional website, voicemail, email signatures to build brand
- Strong negotiation skills to get the best deal
- Leveraging sphere of influence for referrals and resources
- Providing guidance through choices/consequences, not opinions
- Preparing for a smooth closing
- Staying connected post-closing for referrals and business from past clients
Conclusion
- Fanning concludes agents should run a professional business, use company resources, believe in themselves, and provide high service levels.
- This will create value during key moments of truth, build loyalty and referrals, and create an abundance mindset.
- With an exodus of agents, clients will migrate to those providing consistent quality experiences.
Ninja Selling Book
Windermere Coaching
Michael Fanning fanning@windermere.com
Season 6 Episode #2. Building a Real Estate Business on Referrals and Relationships with Jeanette Eide.
Season 6 Episode #1 Leveraging AI to Enhance Real Estate Marketing: Insights from Industry Experts. Todd Steinberg and Sandy Dodge.
Season 5 Episode #10 Building Real Estate Client Relationships That Last - Insights from Top Agent Heather Dolin
Season 5 Episode #9. "The AI Agent: Sol Villarreal's Wisdom for Realtors on Understanding ChatGPT"
Season 5 episode #8. How do you support and encourage 60+ real estate agents on a daily and weekly basis?
Season 5 Episode #7. The power in having clients sign in at an open house.
Season 5 Episode #6. Your true worth is about what you give not what you get with Matthew Chapman.
Season 5 Episode #5. Gina Weigum talks about the power of face to face engagement with her clients. Don't complicate it and be authentic.
Season 5 Episode #4. The power of being consistent with routines, keeping it simple, and being coached with Christopher Rigby.
Season 5 Episode #3. The power of being so confident and dialed in you can't be denied with Laurann Turner.
Season 5 Episode #2. Open houses are a great source of business if you have a consistent process.
Season 5 Episode #1. How can you become the trusted sources for real estate with your colleagues in the real estate community using facebook?
Season 4 Episode #10. When the student is ready the teacher will appear.
Season 4 Episode #9. A look at Ninja before, during and after with a recent student Peri Erickson Brown.
Season 4 Episode #8 When you commit to a process and show up daily it's not unreasonable to have an 800% increase in your business.
Season 4 Episode #7. Controlling your fear, single tasking, and creating balance in your days.
Season 4 Episode #6. How did Shelli become #2 in production and #6 in her MLS over the course of a year? It wasn't a silver bullet; it was committing to herself.
Season 4 Episode #5. Surprising and delighting clients, setting your business on fire with Ninja and coaching with Lisa Peterson.
Season 4 Episode #4. Winning your day begins with an early start. What does an early start look like?
Season 4 Episode #3. What top coaching clients do to outperform the pack in work and life.
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