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
Episode #19. Part II With Sol Simmers on getting predictable results with buyers by having a consistent process.
Episode #18. Get some detail on what you should be measuring in a quarterly business check in.
Episode #17. Being passionate about living a Minimalist lifestyle and focused on leading others towards a more fulfilled life with less stuff and more living.
Episode #16. Mastery in one's career and consciousness growth simply require that we constantly produce result beyond and out of the ordinary. Credit Stewart Emery
Episode #15 How well does your listing packet give the seller clarity on the value you bring to the process?
Episode #14. Anders Ibsen went from 18 transactions to 61 transactions in his 1st 4 years in real estate by being relationship based in his approach.
Episode #13. The consistent processes Real Estate Agents need for predictable results.
Episode #13. Don't over think your marketing. Some helpful tips and a great tool to stay top of mind with your clients.
Episode # 12. How to survive, maintain and thrive by way of being consistent and authentic to who you are. Just get it done.
Episode #11. The power of using the 5 step calling process.
Episode #10. Working with buyers to get their offers accepted.
Episode #9. Meet Lucy Wood, the 3rd generations in the Windermere family Real Estate Company.
Episode #8. 6 ideas on staying on track with your business, and reducing stress this holiday season.
Episode #7 Creative ways to be the Real Estate Trusted Advisor using FB groups and YouTube with Kelly Martin.
Episode #6. The benefit of Windermere Relocation when you understand abundance and win win.
Episode #5. Busting the myth in Real Estate of working 24/7. Remember you are only human, and it is ok to let clients know that.
Episode #4. What do you do that is consistent when it comes to building referral-based relationships with your sphere?
Episode #3. Ideas from Top Windermere Ninjas planning for a great Q1 2022.
Episode #1 An interview with Francy, A UW Senior majoring in Real Estate, how her perception of real estate changed.
Episode #2. How do you stop paying for real estate leads, earn more income and create work life balance?
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