InHouse Lead Generation Program

Subject to the approval of the Broker, by initialing this provision, the Sales Associate is indicating an interest in participating in the company's In-House Lead Generation Program. Under this program, buyer and seller leads that are generated solely by the company's lead generation marketing activities (national networking, Internet Web site leads that are not inquiring about a specific listing, etc.) are referred to the approved Sales Associates, with a 25% referral fee being due to the company. If this paragraph is not initialed, the Sales Associate is waiving the right to participate in the program.

ACCEPTED AND AGREED TO THIS DATE:_

Sales Associate:_

ABC Real Estate

Broker

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Index

Abraham, Jay, 201

Accounting (see Financial planning)

Accounts payable, 236

Acoustics, 81-82

Activities (see Personal exercises)

Administrative assistant job description,

151-153 Administrative fee, 133, 232 Advertising, 201-216

(See also Marketing) Advisors, 253

Agent advisory roundtable, 199

Agent analysis, 241

Agent compensation plans, 119-134

adjusting/charging commission plans,

132-133 administrative fee, 133 anniversary dates, 131-132 commission addendum, 132, 285-289 desk fee plan, 127-129 factors to consider (base), 120 home agent plan, 126-127 MAPS, 134 off-the-top fee, 133 personal exercises, 126, 130

Agent compensation plans (Cont.): scratch plan, 123-126 standard plan, 121-123 virtual office commission plan, 129-131 Agent cost, 236 Agent open houses, 160-161 Agent pool, 30-31 Agent visual inspections, 256 Agents (see Real estate agents) Anholt, Simon, 35 Anniversary dates, 131-132 Annual awards dinner, 199 Arbitration, 141 Assistant manager, 263 Assistant manager job description, 148-149 At-will employment, 137-138 Attorney, 253

Automobile insurance, 254 Awards, 200

Back-end software, 247 Balance sheet, 218, 219 Banner ads, 208 Basic skills program, 184

Billboard advertising, 211 Binding system, 95 Birds of a feather, 157 Bonaparte, Napoleon, 99 Bookkeeping software, 237 Branch manager, 262-263 Brand, 35-53

(See also Real estate brokerage) Brand ranking, 241, 243 Broker (see Real estate broker) Broker training, 186-188 Broker-to-broker referrals, 107 Brokerage (see Real estate brokerage) Brokerage statistics, 2 Budget, 218-224, 225, 226 Business cards, 42-43 Business plan (see Strategic plan) Business structure, 250-252

Calendar year method, 131 CCIM, 182 CENTREX line, 85 Chamber of commerce, 212 Chart of accounts, 224, 227-230 Civic organizations, 212 Classified advertising, 204-205 Clean office, 199 Co-op agent feedback, 214 Co-op agents, 163-164 Coach, 281 Coaching corner:

agents marketing themselves,

209-210 be true to yourself, 34 business plan, 247 commission plans, 121 customer complaints, 257 disciplining employees, 144 enthusiasm, 196

filing E&O insurance claim, 257 franchise alignment, 64 instinct, 10 keep ego in check, 45 leadership, 166, 266 leadership vs. management, 251 leasing space, 79

policies and procedures manual, 101

Coaching corner (Cont.):

positive vs. negative thinking, 276 profitability, 235 quality of thought, 276 review of files, 111 sales meetings, 181 telephone expense, 88 vision, 19 Coaching programs, 182-183 Cognitive dissonance, 19-20 Commission (see Agent compensation plans)

Commission addendum, 132, 285-289 Common area maintenance (CAM)

charges, 78 Communications and technology systems

(see Office equipment) Community participation, 212 Company ad, 205 Company dollar, 60, 224 Company dollar percentage, 236 Company events, 199 Company leadership, 259-269 empowering the leaders, 266 finding leadership talent, 261-262 job descriptions, 262-263 leadership compensation, 264-265 leadership development program,

265-267 leadership models, 260-261 Company name, 37-39 Company structure, 250-252 Company Web site, 49-51, 207 Compensation plans, 119-134

(See also Agent compensation plans) Competition analysis, 241 Competitors, 31, 32 Computer workstations, 94-95 Conflicts of interest, 139-140 Contests, 197

Control expenses, 233-234 Copiers, 90-92 Corporation, 250-252 Council of Real Estate Brokerage

Managers (CRB), 186 CPM, 182 Craigslist, 209

CRB, 182, 186 CRB courses, 266 CRB programs, 186 CRS, 182

Current situation, 240-241 Customer information, 29-30 Customer survey, 203

Dalai Lama, 271

Designation training programs, 181-182

Desk cost, 236

Desk fee model, 61

Desk fee plan, 127-129

Desk fees, 231

Direct mail, 210

DISC Personal Concept, 174-175 Display ads, 205

Drug-free workplace guidelines, 140 DSL, 90

E-mail newsletter, 161, 210 E-mail surveys, 29 E-PRO, 182

EBS lines/phones, 85, 87, 89 Edison, Thomas, 83, 217 85/15 rule, 165

Electronic business lines, 85, 87, 89 Electronic fax (e-fax), 93 Employee handbook, 136-142 about the company, 137 arbitration, 141 at-will employment, 137-138 bulletin boards, 140 conflicts of interest, 139-140 drug-free workplace guidelines, 140 employee benefits, 139 equal employment opportunity, 138 harassment, 138 hiring process, 137 internal complaint procedure, 138 introduction, 137 overtime pay, 138 pay advances, 138 pay days, 138 payment on resignation or termination, 138-139

Employee handbook (Cont.): performance reviews, 139 regular hours of work, 138 security and confidential information, 140

solicitation, 140 template, 142 termination, 141

travel and expense reimbursement, 141 use of company technology resources, 140

workplace rules and procedures, 139 workplace safety, 141 Employee payroll, 142-143 Employee personnel files, 111-112 Employees (see Staff employees) Energy, 272-276 E&O insurance, 253-254, 257 Equal employment opportunity, 138 Equipment (see Office equipment) Errors and omissions insurance, 253-254, 257

Escrow checklist, 114-115 Escrow procedures, 104 Exercises (see Personal exercises) Expansion or contraction, 194 Exterior sign advertising, 211

Fax machines, 92-93 File review, 115-116 Financial planning, 217-237 balance sheet, 218, 219 bookkeeping software, 237 budget, 218-224, 225, 226 chart of accounts, 224, 227-230 control expenses, 233-234 gross revenues, 230-231 income statement, 218 indicators, 236 profitability, 230-236 Financial projections, 246 Firestone, Harvey S., 259 5 Minutes to a Great Sales Meeting

(Mayfield), 180 Floor time, 45 Floor time sheet, 214, 215 Foot traffic, 70

Forms of business organization, 250-252 Fractional T1, 85 Franchise, 55-65 benefits, 56 challenges, 57 desk fee model, 61 fees, 57-58

high-density model, 63-64 questions to ask, 59 recruiting model, 61-63 retirement model, 63 traditional commission model, 60-61 what to look for, 59-60 Franchise fee, 57-58

Gay, John, 109

General liability insurance, 254 Geographic area, 27-28 Goal/objective bonus, 144 Goals and objectives, 241-245 Graduated commission plan, 121 Graphic artist, 39-40 GRI, 182 Gross lease, 78 Gross profit, 60 Gross revenues, 230-231 Group coaching, 184-185 Group interview, 168-174

Harassment, 138 Health and safety, 255 High-density model, 63-64 Hill, Napoleon, 155 Hiring date method, 131-132 Home agent plan, 126-127 Homes magazines, 206

Iacocca, Lee, 135 Ibico binding, 95 IDX compatibility, 50 Image, 35-53

(See also Real estate brokerage) In-between emotional state, 20 In-house network server, 94 Incentive plans, 143-144 Incentive plans for key employees, 143-144 Income statement, 218

Inspiration, 274, 284 Insurance, 253-254 Internal marketing ladder, 203-204 Internet advertising, 207-210 Internet-based printing companies, 44 Internet-based telephone lines, 88 Internet connectivity, 90

Job descriptions, 145-153 Just listed/just sold cards, 210

Keyword ad program, 207-208 Kim, Jane, 55 KSU, 86

LAN, 93-94

Landlord and tenant (see Office location/physical facility) Law of the ladder, 203 Lawyer, 253

Lead generation Web sites, 208 Leadership (see Company leadership) Leadership by example, 196 Leadership models, 260-261 Leadership vs. management, 251 Lease, 77-79 Legal counsel, 253 Letter of intent, 74-77 Light, 80-81 Like-minded agents, 157 Limited liability company (LLC), 250, 252

Listing checklist, 113

Listing files, 112

Listing presentation, 47, 49

Listing rally day, 199

Listing/transaction submission forms, 214

Lists of suppliers (see Suppliers)

Local area network (LAN), 93-94 Location (see Office location/physical facility) Logo, 39-41 LTG, 182

Magazine advertising, 206-207 Maintenance threshold, 122

Mall kiosks, 211 Management, 251 Managing your risk, 249-258 advisors, 253

agent visual inspections, 256 business structure, 250-252 health and safety, 255 insurance, 253-254 policies and procedures, 255 real estate contracts, 256 risk management audit, 257 risk management programs, 254 square footage measurements, 256 training documentation, 256 MAPS, 134

Market share ranking, 243 Marketing, 201-216

billboard advertising, 211 community participation, 212 delivering services, 213 direct mail, 210

evaluating effectiveness, 213-215 internal marketing ladder, 203-204 Internet advertising, 207-210 magazine advertising, 206-207 mall kiosks, 211 movie theater advertising, 211 newspaper advertising, 204-205 office front windows, 213 public relations, 213 radio advertising, 211-212 seek customer information, 202-203 television advertising, 211-212 Marketing fee, 58 Marketplace, 67-69 Mayfield, John, 180 Medical benefits, 143 Mentor, 185, 263-264 Mentor/office training director job description, 150-151 Miller, Arthur, 23 Minimum acceptable performance standards (MAPS), 134 Monthly burn rate, 236 Monthly in-house training, 180 Motto, 41-42 Movie in the park, 199

Movie theater advertising, 211

Names and Web addresses (see Suppliers)

NAR annual expo, 188

National franchise annual convention, 188

National marketing fee, 58

Negative thinking, 276

Net lease, 79

Newsletter, 210

Newspaper advertising, 204-205 Niche, 23-34

(See also Real estate brokerage)

Off-the-top fee, 57, 133 Office cleanliness, 199 Office equipment, 83-97 binding system, 95 computer workstations, 94-95 copiers, 90-92 electronic fax (e-fax), 93 fax machines, 92-93 Internet connectivity, 90 local area network (LAN), 93-94 printers, 95

technology plan, 95-96 telephone system, 84-89 voice messaging system, 84-89 Office front windows, 213 Office location/physical facility, 67-82 acoustics, 81-82 geographic area, 27-28 lease, 77-79 letter of intent, 74-77 light, 80-81 marketplace, 67-69 questions to ask landlord, 74 searching for office space, 73-74 space requirements, 71-73 street location, 69-70 tenant improvements, 79-80 Office structure, 145, 146 Office training director (OTD), 263-264, 265

One-on-one agent interview, 165 Online property advertising, 208-209 Open house ads, 205 Open-house event at your office, 163

OTD, 263-264, 265 Ownership structure, 250-252 Paperwork, 109-118

escrow checklist, 114-115 listing checklist, 113 listing files, 112 personnel files, 110-112 review the files, 115-116 security of personal information, 112 standardized forms, 118 transaction files, 112, 114, 116-118 Parking, 70 Partnership, 250 Payroll, 142-143 PBX, 86

Peer-to-peer local area network, 93-94 Per licensee fee, 58 Perotti, Cliff, 179, 191 Personal exercises: agent pool, 31 budget, 224

commission plans, 126, 130 company leadership, 268 company name, 38, 39 company structure, 153 competitors, 32 current situation, 241 customer base, 30 employee handbook, 142 file review and checklists, 116 financial projections, 246 franchise, 59 geographic area, 28 leadership energy, 274 logo, 41

marketing plan, 213 motto, 42 niche/style, 33 objectives, 245 office location, 70 personal preferences, 33 phones, 89

policies and procedures, 107 product type, 32 profitability, 235

recruitment, 156-157, 159, 164, 176 reenergizing, 276

Personal exercises (Cont.): retention, 194, 196, 200 risk management audit, 257 space requirements, 71 starting point, 14-15 street location, 70 style, 24-25 target price point, 26 training, 183, 186 value proposition, 194 vision, 16, 18, 241 what would you do?, 9 Personal note cards, 162 Personality assessment tools, 174-175 Personalized property signs, 46 Personnel files, 110-112 Phone system, 84-89 Photocopier, 90-92 Physical facility (see Office location/

physical facility) Planning (see Strategic plan) Policies and procedures manual, 99-108

about the company, 100-101 accepting offers, 103 advertising policies, 107 agency disclosure, 102 agent hiring process, 101 alliances and affiliates, 106 broker-to-broker referral procedures, 107

buyer representation, 102 claims and insurance coverage, 104 commissions, 104 conditions of association with company, 104-105 counteroffers, 103 disclosures, 103 escrow procedures, 104 expenses, 106

handling incoming offers, 103

Internet policies, 106

introduction, 100

listings, 102

open houses, 102-103

relocation services, 107

sales associate conduct, 105-106

Policies and procedures manual (Cont.): showing property, 102 telephone policies, 106 templates, 100 training, 101 writing offers, 103 Positioning statement, 41 Positive staff attitude, 198 Positive thinking, 276 Postcard campaign, 161-162 Postcards, 47-49

Potential-oriented thinking, 272-273 Power vs. Force (Hawkins), 272 Price range, 25-27 Printed newsletter, 210 Printers, 95 Procedures, 51-52

(See also Policies and procedures manual) Product type, 31, 32 Production bonus, 144 Professional advisors, 253 Profit-sharing bonus, 144 Profitability, 230-236 Property signs, 44-46 Property Web site, 209 Public relations, 213

Quarterly company events, 199 Queries from staff, 214

Racetrack, 199 Radio advertising, 211-212 Reader exercises (see Personal exercises) Real estate agents: agent pool, 30-31 anniversary dates, 131-132 compensation plans, 119-134 (See also Agent compensation plans)

making transition to broker, 279-284 MAPS, 134

marketing themselves, 209-210 recruitment (see Recruiting agents) Real estate broker: duties, 262-263 energy, 272-276

Real estate broker (Cont.): leadership, 8 lifestyle changes, 3-5 making transition to broker, 279-284 no longer "one of the group," 6-7 personal preferences, 33 reenergizing, 274-276 retention, 195 style, 24

training, 186-188 work-leisure balance, 276-277 (See also Real estate brokerage) Real estate brokerage: agent pool, 30-31 benefits, 8-9 brand, 35-53 business cards, 42-43 company name, 37-39 competitors, 31, 32 customer information, 29-30 financial challenges, 6 geographic area, 27-28 listing presentation, 47, 49 logo, 39-41 motto, 41-42 niche, 23-34 positioning statement, 41 postcards, 47-49 price range, 25-27 procedures, 51-52

(See also Policies and procedures manual) product type, 31, 32 property signs, 44-46 signage, 44-46 stationery, 43-44 Web site, 49-51 (See also Real estate broker) Real estate brokerage coach, 281 Real Estate Simulator, 174 Realtor.com, 208 Recognition program, 199-200 Record keeping, 109-118 (See also Paperwork) Recruiting agents, 155-177 birds of a feather, 157 current agent base in company, 165-167

Recruiting agents (Cont.): group interview, 168-174 like-minded agents, 157 new licensees, 167 one-on-one agent interview, 165 personal exercises, 156-157, 159, 164, 176

personality assessment tools, 174-175 profiling target agent, 158 recruiting activities, 160-164 recruiting needs, 175-176 recruiting plan, 158-160 Recruiting bonus, 144 Recruiting marketing brochure, 161 Recruiting model, 61-63 Reenergizing, 274-276 Referrals, 107 Remediation program, 183 Relocation services, 107 Retention, 191-200 broker, 195

expansion or contraction, 194 personal exercises, 194, 196, 200 retention ideas, 196-200 value proposition, 192-194 what agents want, 192 Retirement model, 63 Review the files, 115-116 Risk management, 249-258

(See also Managing your risk) Risk management audit, 257 Risk management programs, 254 Rolling period system, 132

S corporation, 251, 252

Sales associate personnel files, 110-111

Sales manager, 263

Sales meetings, 180, 181, 196-197

Sales rally day, 199

Scatter ads, 204

Scratch commission plans, 123-126 Search engine advertising, 207-208 Security of personal information, 112 Selling branch manager or broker job description, 147-148 Seminar programs, 182 Signage, 44-46

Situation analysis, 240

Situational gravity, 21-22

Sole proprietorship, 250, 251

Space planner, 75

Space requirements, 71-73

Special events, 212

Sports teams, 212

Square footage measurements, 256

SRES, 182

Staff attitude, 198

Staff employees, 135-154

employee handbook (see Employee handbook) employees or friends, 136 incentive plans, 143-144 job descriptions, 145-153 medical benefits, 143 office structure, 145, 146 payroll, 142-143 Standard commission plan, 121-123 Standardized forms, 118 State-of-the-company luncheon, 199 Stationery, 43-44 Statistics, 2

Strategic plan, 239-248 back-end software, 247 calendaring completed plan, 246 current situation, 240-241 financial projections, 246 goals and objectives, 241-245 keeping on track, 246-247 vision, 241 Street location, 69-70 Style, 25-34

(See also Real estate brokerage) Suppliers:

Internet-based printing companies, 44 listing presentation sources, 49 postcard providers, 49 sign makers, 47 template Web site providers, 51 Survey Monkey, 202

T1 trunk line, 85 Tax consultant, 253 Technology plan, 95-96 Telephone equipment provider, 84

Telephone-line service provider, 84-85 Telephone system, 84-89 Television advertising, 211-212 Tenant improvements, 79-80 Testimonial recruiting letters, 162 Textured experience, 36 Threat and opportunities, 241 Traditional commission model, 60-61 Training, 179-189

basic skills program, 184 broker, 186-188 coaching programs, 182-183 designation training programs, 181-182 experienced agents, 180-183 group coaching, 184-185 mentor, 185

monthly in-house training, 180 new licensees, 184-186 personal exercises, 183, 186 remediation program, 183 sales meetings, 180, 181 seminar programs, 182 training calendar, 186 Training calendar, 186, 198

Training documentation, 256 Transaction files, 112, 114, 116-118 Travel and expense reimbursement, 141 Tremper, Charles, 249 22 Immutable Laws of Marketing, The (Ries/Trout), 203

Unibind, 95

Value proposition, 121, 192-194 Vanilla shell, 79 Velobind, 95

Virtual office commission plan,

129-131 Vision statement, 15-19 Voice-mail server, 86 Voice messaging system, 84-89

Walking vacancies, 175 Web site, 49-51 Welch, Jack, 13 Wireless network, 94 Work-leisure balance, 276-277 Workstations, 94-95 Wright, Frank Lloyd, 1

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About the Author

Cliff Perotti is the president of TheBrokerCoach.com, an international real estate consulting, coaching, and training company; and he is the CEo of The Perotti Group, a national real estate investment firm. Cliff is also the founder of Cliff Perotti Seminars and the Perotti Real Estate Network, which works to empower the general public through real estate investment education. Cliff's headquarters are located in Corte Madera, California.

Cliff has been referred to as a "serial entrepreneur" by those who know him. Having started his first publishing company at age 16, his business experience has crossed into many industries, including real estate brokerage, game companies, bars and restaurants, hotels, construction, and real estate investments.

Cliff has over 22 years of experience in real estate brokerage and training. Working in both independent offices and corporate franchises has given him a wide range of experience and the clear ability to "walk the talk." His brokerage leadership roles have included broker/owner, branch manager, sales manager, recruiter, estates director, and trainer for such organizations as Anthony Schools of Northern California, Jon Douglas Company—Realtors, Prudential California Realty, and the California Association of Realtors. He has earned accolades as a top recruiter, trainer, and manager, specializing in start-up companies and turning around nonproductive offices.

As an author, coach, trainer, and catalyst, he enjoys helping people unleash their potential. Cliff is a master instructor for the Council of Real Estate Brokerage Managers (CRB). He has been involved in the CRB since 1984, serving on numerous committees and the board of directors. Cliff's insights on negotiating, management, training, and recruiting have appeared in many real estate publications. He has created several educational programs and tools, including "The Recruiter Paradigm," "Launching Your Real Estate Company," "Manager's Development Record," and "Personal Coach."

Cliff Perotti has been a featured speaker on the subjects of business development and recruiting for the National Association of Realtors, the Florida Association of Realtors, and several large national real estate franchises.

He has been an active volunteer in his local community, receiving the Spirit of Marin Award for his work with the local chamber of commerce. Cliff is a lifelong resident of California and counts among his greatest personal accomplishments his roles as husband, father, and friend.

ARE YOU READY TO MAKE UP THE

DIFFERENCE?

- With the

CRB I Designation

Broker/Owner

Manager

For almost 40 years, the Council's management education programs have provided individuals with the advanced tools, knowledge base and skills to maximize productivity, increase profitability and remain competitive in a demanding marketplace. The Council offers programming for management development at all levels.

Attend CRB courses in locations across the country throughout the year. Classroom-based programs provide a rich setting for the sharing of important professional knowledge and networking. Many long-term business connections are forged during these programs.

Most CRB programs are also offered in Self Study format on CD-ROM. These programs don't require an internet connectionr making them an accessible way to fit learning into a busy schedule.

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