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 #22. Build a strategy to engage with valuable information instead of promoting yourself.
Episode #21. As a real estate trusted advisor how well are you at articulating your value proposition?
Episode #20 When it comes to your moments of truth what tool helps you standout virtually and so much more when listing a home?
Episode #19 How to be Authentic, think out of the box and live your life now. Real Estate and life harmonized.
Episode #18. Having a coach is important, but being coachable is just as important.
Episode # 17. Your true worth is determined by how much you give back rather than how much you receive in payment, Diana Patterson explains.
Episode #16. Starting in 2018 Kamila took Ninja right away, then started coaching. Listen how she can maintain an evergreen business by being herself.
Episode #15. There is an audience on Tik Toc that wants to see your value-added post. Kehaulani Keanaaina with Windermere Kona explains.
Episode #14. Not all communication is created equal. Focused, Direct, Compassionate. Nuggets from the book Your Time to Thrive.
Episode #13 How do Windermere Agents/Offices help the communities we serve? The power of giving back through our foundation.
Episode #12. The power of communication is determined by your ability to truly listen.
Episode #11 Can I have a great business and a full time assistant in three and one half years? Mark Chavez says yes.
Episode #10. Three strategies when it comes to having a balanced life and an evergreen real estate business based on referrals.
Episode #9. Are you a consistent go giver? Have you figured out how to not complicate things and just get it done? Well Erin Hoppe has some advice on this topic.
Episode #8. Are you using video today to connect and build relationships? Well Nancy Chapin is doing video and shares here ideas.
Episode #7. It is all about showing up professionally. Listen to what a true expert is saying when it comes to representing your buyer or seller in this frenzied market.
Episode #6. Use the 5 magic questions to tap into your clients’ future dreams and goals.
Episode #5. One aspect of getting and selling listings is keeping your process consistent and cutting edge.
Episode #4. The power of consistent Real Estate Reviews, with Sol Simmers.
Episode #3. You do not have 98% of your business be referral base by accident. It happens when you create quality long lasting relationships.
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