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T H E B U S I N E S S T O O L F O R R E A L E S T A T E P R O F E S S I O N A L S
M o n d a y 1 1 / 1 0 / 0 8
NAR’s 101st President
TODAY’S BEST IDEA
Blogging Without
the Bother
E-mails answering client questions
make great blog posts.
Hear More: Bernice Ross, Ph.D.
12 Trends to Take Your Business
to the Top in 2009
“ R E A LT O R S ®
11:00AM – 12:30PM
must build a bridge
W315A, Level 3 to t h e f u t u r e,
BE THERE!
over the chasm of
Be the Second—
today’s market
Successful—Choice challenges, so that
Strategies to Get Hired by the Expired
tomorrow’s real es-
Time. 9:00AM – 10:30AM
Location. W315A, Level 3 tate industry will
Marketing,
be empowered to
High Tech Style
Technology Survival Guide,
move forward into
with Max Pigman its second century,”
Time. 9:00AM – 10:30AM NAR’s new President Charles
Location. W221D, Level 2 McMillan told a glittering throng
of friends at Thursday’s Inaugural
Productivity Only celebration.
a Click Away
Online Services You Can
But looking forward doesn’t
Use in Your Business mean “forgetting those that brung
us,” McMillan reminded the audi-
Time. 9:00AM – 10:30AM
Location. W221A, Level 2
ence. His first inspiration was his
86-year old mother, Ethel Magno-
How to List Buyers lia, seated at the head table. “She
Shown by Appointment Only showed me you can accomplish
Time. 11:00AM – 12:30PM anything if you’re willing to work.
Location. W314A, Level 3 She’s my definition of a hero,” he
said.
Educate Sellers on the McMillan also recounted the
True Market “Few can achieve anything without the help of others, but United Toward Tomorrow, anything is possible,”
How to Present Price and Get
wisdom shared with him by men- 2009 President Charles McMillan said during his inaugural address on Thursday night.
Your Listings Sold tors such as former NAR presi-
dents Phil Smaby (19767), who
Time. 11:00AM – 12:30PM
passed away last month; Nestor which makes him equally positive Orr told his fellow REALTORS®. global real estate market.
Location. W224E, Level 2
Weigand (1988); Norm Flynn about today’s difficult markets. “Now, Charles is becoming presi- “Charles McMillan has faced
Joe Thiesmann Shows (1990); and Richard Mendenhall “People are always in the market dent of NAR, and I know he’ll many challenges along the road
You How to Score (2001). to buy and sell and that’s what take the association to heights it’s that has brought him to this ap-
Managing to Win “Richard has been a personal we’re here to help them do,” he never seen before.” pointment with destiny,” Texas
Entrepreneurial Excellence Series
and professional guide whose said. McMillan, CIPS, GRI, who is Association of REALTORS®
Time. 2:15PM – 3:15PM wise counsel has never faltered As he introduced his father, the now principal broker of Coldwell CEO Benny McMahon told the
Location. E224E, Level 2 and never failed,” said McMillian. new president’s son, Charles B. Banker Residential Brokerage in crowd before swearing in the new
He also recalled that Flynn had McMillan, also recounted stories Dallas/Fort Worth, has served as president. At one stressful point,
provided “unsolicited encourage- of the “tough love” and sacrifice the president of the Greater Fort I suggested that he might want
ment that often comes back to me McMillan made for his family. Worth and Texas Associations to step away from the burdens of
S e e Yo u i n now in times of doubt.” “When he was in the Navy, he’d of REALTORS® and was named his long-term commitment to the
often work a second job to pro- a TAR Life Director in 2002. association, and he said to me: ‘It’s
San Diego Ready for the Challenge vide for his family. I’ve always Nationally, he’s served on NAR’s impossible for me to just sit on the
2009 McMillian is no stranger to tough respected him for that,” said the Executive Committee, chaired sidelines; it’s just not the way I’m
REALTORS ®
times. He entered the real estate younger McMillan. numerous national committees, made.’ Charles is a unique indi-
Conference industry in 1983, at a time when “Charles and I both started at and was a member of the Interna- vidual who values service to oth-
double-digit interest rates had the bottom of the Greater Forth tional Operations Division from ers more than himself,” concluded
& Expo virtually stalled home sales. How Worth Association ladder, and I 2002-2007, attending conferenc- McMahon. The inaugural was
did he succeed? A combination followed him up the leadership es and serving as an international sponsored state and local REAL-
of optimism and naiveté, he says, ranks,” Texas Congressman Rob representative for NAR in today’s TOR® Associations of Texas. n
Nov. 13-16, 2009
2 REALTOR® | M O N D A Y E D I T I O N | noVeMBeR 10, 2008 | w w w. R e A LTo R . o r g /r e a l t o r m a g
“I’m a REALTOR® first. Any
other differences of age, social
status, race, politics, or religion
are secondary.”
—Charles McMillian
4. 3.
7.
1.
1. Meet NAR’s 2009 leaders: (from right) Treasurer Jim Helsel; First Vice
President Ron Phipps and wife Susan; and President-elect Vickie Cox
5.
Golder with husband Lance, take the oath of office. 2. Deep in the Heart of
Texas: Brittany Monaghan, granddaughter of 2009 Member Mobiliation
Liaison Carole Horn got the crowd clapping with a medley of Texas tunes
3. The crowd shows its affection for McMillan. 4. My Hero: McMillan’s
and “Phatom” tributes
mother, Ethel Magnolia, made sacrifices so he could succeed; now she
receives the reward. 5. McMillion will be a great leader, but you don’t
2. want him as a golf partner, said Congressman Rob Orr. 6. The Tallest
Texan: Benny McMahon has been a guide to all in TAR, said McMillan.
7. A Dynamic Duo: NAR Past Presidents Nestor Weigand (1998) (l) and
Norm Flynn (1990) emceed the evening and were lauded by McMillan as
sources of wisdom and inspiration. 8. NAR’s CEO Dale Stinton, with wife
Maryann, greet the crowd in front of a Texas star before joining the night
honoring McMillan.
6. 8.
WE B ETIQUETTE
The Rules of Social Networking
Before you jump into Facebook presence in their lives,” said Jeff ies, join a specialized real estate
and try to befriend the masses, Turner of Realestateshows.com. group, but “don’t force it,” says
you need to understand how Turner and other panelists gave Bachraty.
things are done in this alternative REALTORS® the lowdown on Twitter (twitter.com): Twit-
universe. social networking sites: ter is often called “micro-blog-
First and foremost, don’t ask LinkedIn (linkedin.com): ging.” You can send short (140
people you don’t know to be your This site is geared to professionals character) text messages to people
“friend” and bombard them with seeking to expand their circle of who choose to “follow” you. You
constant posts about your listings. contacts. Once you’re connected can “tweet” from you PDA or the
If you damage your reputation, to someone on LinkedIn, you can Web. Try to respect the fine line
“Hold on to Hope” you’ll quickly find yourself very
lonely in the social networking
see who that person is connected
to. Only make “connections” with
between posting interesting in-
formation and boring chatter.
Unexpected setbacks can lead you on a powerful journey of love world, said panelists at Sunday’s people you know or you’ve just Your overall business goal for
and healing. “When you hit a hard time, you learn something, grow session on “Using Social Media to met, said panelist Rudy Bachraty social networking should be to ex-
stronger, and come out a better person,” said Lee Woodruff dur- Engage Clients.” of Trulia.com. pand your sphere and move con-
ing Sunday’s Inspirational Service at the Peabody Orlando hotel. In That’s not to say social network- Facebook (facebook.com): versations offline, panelists said.
2006, Woodruff’s husband, ABC television newsman Bob Wood- ing can’t be a great tool in selling Facebook is a place that’s about “There’s always going to be need
ruff, was nearly killed by a roadside bomb while on assignment in real estate. You just have to do it people you know—family, friends, for face-to-face communication
Iraq. She had to set aside her grief to care for her children and hus- in a way that doesn’t seem overly past clients, and colleagues of all in real estate,” Turner said. “The
band. In the process she learned more then she could ever imagine promotional. “You can use social age groups. It’s OK to say you’re best people in real estate have
about courage—her own, her husband’s, and that of countless other media to maintain a presence with a real estate professional in your found a real balance offline with
survivors of traumatic brain injuries. She delivered an impassioned people you already know because profile, but leave it at that. To con- their networks and social groups
plea: “Hold on to hope, even in the darkest moments.” n it allows you to have a constant nect with other real estate junk- online.” n
4 REALTOR® | M O N D A Y E D I T I O N | noVeMBeR 10, 2008 | w w w. R e A LTo R . o r g /r e a l t o r m a g
VOICIng YOuR VIEWS PUNDITS ON THE E LECTION
Today, we asked:
What are you
Obama Must Curb Democratic Leaders
President-elect Barack Obama is under President George W. Bush. fect the policies
doing to increase at heart a pragmatic and moderate Scarborough and Mike Barni- would have on
revenue or cut costs? politician, but whether he will gov- cle, a long-time news reporter, said small business.
ern that way will depend in part on Republican presidential nominee A phrase like “I
how he handles the Democratic Sen. John McCain (Ariz.) threw don’t want to tax
leaders in the House and Senate, away the election by running what Rickie the Real
two popular and fiery commenta- they called one of the worst man- Estate Broker
tors told REALTORS®. aged and least focused presidential when he wants to
House Speaker Nancy Pelosi campaigns ever. hire four people,”
(Calif.) and Senate Majority Lead- “Running a campaign is just might have reso-
er Harry Reid (Nev.) will want to like selling a house,” Barnicle said. nated enough to Scarborough (l) and Barnicle: McCain messed up.
take advantage of Democratic “You have to have a clear picture change the elec-
control in Congress to move fast of what you’re selling and how to tion outcome, said Scarborough. pave the way for Palin, as governor
and boldly to usher in Democratic sell it.” In a potentially ironic twist, of his state, to appoint herself as
priorities and shore up the econo- Scarborough said McCain had McCain’s vice presidential nomi- his replacement.
my, MSNBC TV show “Morning a chance to win had he capital- nee Sarah Palin could end up in Despite the differences between
Eileen Scates, Joe” host and former U.S. Rep. ized on Obama’s widely publicized Washington within a few months. Republicans and Democrats, both
EXIT Realty Professionals Elite, Joe Scarborough (R-Ala.) told a remarks on wealth redistribution Even if Alaska Sen. Ted Stevens is Scarborough and Barnicle said
Minneola, Fla. packed audience. to Joe Wurzelbacher, the now confirmed as the winner, he could Obama’s victory is a milestone
“I’m narrowing down the number The risk is that they’ll over- well-known Joe the Plumber, by resign because of his seven convic- that all Americans should be
of mailings I do by targeting my reach, just as the Republicans did hammering on the stifling ef- tions for lying to a jury. That will proud of. n
market more carefully.”
LEA N M A R K ETI NG
SA LE S M E ETI NG
Don’t Skimp on Marketing
M A K EOV E R
Put on a
A market downturn is not the
time to cut your marketing, even
lutely nothing,” she said.
Alicia Trevino, ABR®, of Ali-
Sharon Simms of RE/MAX
Metro in St. Petersburg, Fla.,
Good Show
if your budget is looking leaner cia Trevino, REALTORS®, in took up blogging for the first Listen up, brokers: If you’re
than a runway model. It’s critical Mesquite, Texas, is taking a more time, writing mostly about her lo- not prepared to offer takeaway
that you maintain visibility. old-fashioned approach, hang- cal market. “It’s free, and I’ve got- value at sales meetings, you’re
On Sunday, three top perform- ing “Just Sold” cards on doors of ten several referrals already,” said wasting salespeoples’ time and
ers shared secrets. homes in her target community. Simms. losing money that they could
Terry Miller of Coldwell Bank- “They cost just two cents a piece,” Session moderator Haley be earning out in the field.
Lou Balsano, ABR®, SRES, er Bain Associates in Seattle, said Trevino said, yet they prove enor- Hwang with Coldwell Banker That was the message that
Better Homes & Property she has embraced free online list- mously effective in generating Residential Brokerage in Glen- John Mayfield ABR®, e-Pro®,
of Central Florida, ing Web sites. She recently put calls because few other practitio- view, Ill., is putting information sales coach from Farmington,
Ormond Beach, Fla. a listing on Craigslist and was ners use them. “It gives people the online about how she markets Mo., relayed loud and clear.
“I’m trying to reduce or eliminate surprised at how fast buyers re- perception I’m the only one out each home, using free Web soft- Make your meetings more
print advertising costs. We’ve stopped sponded. “And it cost me abso- there,” she said. ware called Google Calendar. n meaningful with these tips:
putting ads in a lot of newspapers Start with an attention
and magazines.” getter. Ideas include: a motiva-
MORTGAGE RE D FL AGS
tion quote, a recent legal case,
New Fraud Scams to Watch For or a script of the day.
Start on time. Encourage
timely arrivals by making the
New twists on old types of In the scheme, perpetrators vices, usu- last agent there bring breakfast
mortgage fraud are popping up justify buying the house for far ally based for the next meeting.
as perpetrators innovate to take more than it's worth by commit- on the Get the audience involved.
advantage of the slow market, ting in a contract addendum to Web, that “People love to share ideas and
a fraud specialist told REAL- make extensive future renova- let buyers solve problems, so let them,”
TORS® Saturday. tions that never get done. The “rent” in- said Mayfield.
Look for a sneaky new scam perpetrators mislead lenders by come and Be flexible. Watch your
known as a “one-transaction flip,” not including the contract adden- buy forged agents’ reaction to the planned
said Jenny Brawley, a mortgage dum in the loan application and documents topic, and be prepared to
Gayle Cody,
fraud investigator for Freddie pocketing the renovation money, to get ap- Jenny Brawley change it on the fly.
Century 21 Trademark Realty,
Mac. It often goes unnoticed be- so lenders believe they're lending proved Sound and act excited.
Greenbelt, Md.
cause it doesn't involve two sales on the unimproved market value for a loan. It's a red flag when a Your attitude and tone of voice
“I’m having a pretzel for lunch
of the same property in quick suc- of the house. buyer's assets seem inflated given account for 38 percent of all
instead of a full meal. I’ve come to
cession, which is a red flag fraud The slow market has also led their age or the type of work they your communications. n
the convention for the first time
investigators typically look for. to an increase in fraudulent ser- do, said Brawley. n
in my 12 years working in real estate
seeking education that I hope META PHOR ICA LLY SPEA K I NG
will help my business.”
Turn Ears Into Eyes
Want to spice up a bland list- ears into their eyes.”
ing presentation or do a better For example, when speaking
job striking a chord with clients? to sellers who don’t see the value
Metaphors will do the trick. of hiring a REALTOR®, you can
“Metaphors are the most pow- explain how you’ll “navigate them
erful tools we have to help people through the complex maze of sell-
understand and retain informa- ing a home.”
tion,” said word-master Mary
Ann Bush, CRS, GRI, a commu-
To use metaphors successfully,
you must know a little bit about
CIPS Educator Honored
nications and sales trainer from your audience. What are their “Teaching is a labor of love. The more I learn about the world, the
Portage, Mich. life experiences, business back- more I realize what I don’t know,” Tony Macaluso, CIPS, CRB, (r)
Melba Franklin, CRS®, CRB, A metaphor is a symbolic fig- grounds, favorite sports, and hob- said after received the CIPS Distinguished Instructor Award for
RE/MAX Greater Atlanta, ure of speech in which one object bies? If you don’t know, you risk an unprecedented second time. It was presented by International
Duluth, Ga. or concept is used to represent making a reference to something Operations Vice Chair Barbara Schmerzler, CIPS, ABR®, (l) and
“We’re having more one-on-one another. You can use metaphors they don’t understand. You should 2007 NAR President Pat V. Combs. The presentation was part of a
meetings with agents to help them to keep people engaged in your be especially cautious about us- glittering International Night Out & CIPS Award Dinner on Satur-
get their business plans in presentations, create vivid im- ing metaphors with international day. The program, sponsored by SIMA 09 Madrid International Real
order. We’re also holding more ages, and explain complex ideas, clients, who might take your lan- Estate Exhibit, Stewart International, and the Florida Association of
training sessions.” Bush said. “You want to turn their guage literally. n REALTORS®, also honored the 258 new CIPS designees. n
w w w. R e A LTo R . o r g /r e a l t o r m a g | M O N D A Y E D I T I O N | noVeMBeR 10, 2008 | REALTOR ®
25
Action in the Aisles
s
Don’t let your buyer find out the hard way that there are
problems beneath the glossy paint job. Ken Peter (l), Joe
s Donaldson, and Dan Seward of Pillar to Post (4428) stand
Being at home should mean feeling secure. That’s why Katie Wolf (r) ready to give you the lowdown on how a home inspection can
of Manhattan, Kan., decided to learn more about the added safety and provide protection.
value a home fire sprinkler can provide. Kathy Meulemans of the HFS
Coalition (3426) is happy to offer details.
s
Justin Smith of Lowe’s (4141) is just one of the REALTOR Benefits®
s Partners who gave REALTORS® a more in-depth understanding
Smarter Agent mobile GPS may not quite make of how their products can help sales at the NAR Drive-In Theater
you into a super-hero, but it can turn you into (3941).
s Super-REALTOR®, as Super Smarter Agent Girl
Prudential Real Estate Affiliates (1631) not only provides a comprehensive Web demonstrates at booth 1961.
site and training tools for REALTORS®, but it’s also a really hospitable place
to hang out. (From right) Keith Smith of Prudential invites Rei Mesa, Sunrise,
Fla.; Mugs Mullins, Pratville, Ala.; and Gina Grant, Dothan, Ala., to take a
break and enjoy a fruit smoothie.
s
s Troy Feeken of FBS Data Systems (2549) shows Debra Trzcinski,
Keep your buyers on target with an accessible mortgage at Wells Fargo Adams, Mass., how easy and accessible MLS listings can be when you use
Home Mortgage (2726). Sue Kabelka, Lawton, Okla., (foreground) s flexmls software.
Daneen Law, Orleans, Mass., (center) and Lauries, Naples. Fla. practice Kevin Goedeker of Baxter, Minn., knows
their aim in the hope of winning a legendary Wells Fargo pony. he’ll get a lot of use out of the spiffy water
bottle presented to all ABR® designees at
the REBAC booth (4153). Amy Gunaka
of REBAC does the honors.
s
Make the moon your neighborhood—at least on the computer
screen. Avalon Rachelle, Anchorage, Ark., stopped by the
Dominion Enterprises booth (2841) to see what she’d look like as
s an astronaut and learn more about Web sites and online search
Fear PDF conversions no more, with Fijitsu Computer’s (1850) new ScanSnap s resources from e–Neighborhoods® and Homes.com.
One Button scanner. Derek Flow of Fujitsu (r) shows Don Thompson, Tom Groom (l) of Stewart Title (3121) shows Craig Sanford,
Longmeadow, Mass., how it’s done. Phoenix, Ariz., just how easy it is to take your transaction
management online with the company’s SureClose system. It’s
already used by 38 percent of the REALTORS® in Arizona,
so Sanford doesn’t want to get left behind.
26 REALTOR® | M O N D A Y E D I T I O N | noVeMBeR 10, 2008 | w w w. R e A LTo R . o r g /r e a l t o r m a g
A DDE D I NCOM E E NTRE PRE NEUR I A L E XCE LLE NCE SE R I E S
Be an Expert Find Connections in Unlikely Places
Witness What do you get when you diverse, and it behooves you to fields other than your own. And
Do all the agents in your office combine a bottle cap with a light understand that diversity. Try plan to make mistakes. Keep
come to you whenever they have bulb? Or a spider’s DNA with to think of combinations no one in mind that most of Picasso’s
a question about real estate law or goat milk? Or a burqa with a bi- else has thought of,” said Johan- 20,000 works of art are collect-
procedure? If so, you might want to kini? sson, whose multicultural mes- ing dust.”
consider a supplemental career as The answer: Some success- sage mirrors his background. Johansson illustrated his point
an expert witness, said Joseph Ma- ful—if unexpected—examples of He was raised in Sweden, went through examples of real-life in-
rovich, ABR®, of Marovich Busi- innovation. to college in the United States, novations: A bottle cap and light
ness Institute in Howell, N.J. Entrepreneurial Excellence and is part African-American, bulb combine to create a lighting
To succeed as an expert wit- Speaker Frans Johansson, author Cherokee, and Swedish. fixture; a spider’s DNA and goat
ness, you’ll need to be good with of the best-selling Medici Effect, His book refers to the burst milk combine to create strong
research and writing, since much of implored his audience to seek of creativity championed by the threads that are used for arti-
an expert witness’ work is investi- out and combine ideas from dis- Medici banking family 500 years ficial tendons; and a burqa and
gating documentation and writing parate industries and cultures to ago in Florence, Italy. “We can bikini combined to create the
reports. Public speaking skills are create products and services that create the same kind of barrier- “birquini,” a stylish swimsuit ac-
also important. will enable you to stand out from breaking innovation in our own ceptable to Muslim women.
An expert witness must also be competitors. lives and professions,” said Jo- The EES is sponsored by
knowledgeable about state real “The world is getting more Frans Johansson: Listen up. hansson. “Find inspiration from Chase. n
estate laws and the REALTOR®
Code of Ethics. “Even though the BE A ME DI A M AVE N PR ICE RE DUCTIONS
Code is not law, most attorneys
consider the requirements of the
Code as the standard of care for le- Look, Clients! I’m On TV Do Your
gal purposes,” Marovich said.
You can gain experience and The proliferation of video and real Strangers in his market feel
Sellers Suffer
demonstrate your knowledge
by serving on your association’s
estate-themed TV shows opens
up a new world for you to market
comfortable approaching him at
the coffee shop as if they already
from PDS?
Professional Standards Commit- yourself—and become a star in the know him, often leading to new Many sellers are suffering from
tee and becoming a prelicensing process! listings. “I also get referrals from an unfortunate condition called
instructor. On Sunday, a panel of national REALTORS® who see me on Price Denial Syndrome, said real
Serving your association can and local media personalities TV,” he said. estate trainer David Knox of
also be a great way to generate ex- and an online video expert, gave Matthew Phipps of Phipps Re- David Knox Productions in Min-
pert witness buisness, suggested REALTORS® tips on how to use alty in Warwick, R.I., said his local neapolis.
Marovich. n media to become a well-known television spots during the nightly These sellers resist the reality
real estate expert that consumers news have done wonders for his that they must accept that the
CRT will seek out. career. Because of his youthful Kelly Roark days of the boom market are gone
Tech Tribute
Kelly Roark of Scripps Net- looks, he used to have trouble con- and lower the price of their home.
work, home to HGTV and Front- vincing sellers to trust him to han- Common symptoms of PDS in-
Door.com, said today’s consumers dle the sale. “I now have credibility clude blaming you for suggesting
Techies came together Saturday demand a better visual experience I didn’t have before,” he said. a price reduction and trying to
night to party last night at a re- in marketing materials. More His show, “The Real Estate justify why buyers will pay the
ception sponsored by the Center than 75 percent of Internet users Minute,” features him and his fa- higher price.
for REALTOR® Technology at are watching video online, thanks ther discussing timely real estate But you know the truth: “In a
the Rosen Center Hotel. CRT, in part to sites like YouTube. topic in a friendly, conversational falling market, overpriced homes
which serves REALTORS® and They’re watching more TV, too— tone. sit unsold,” Knox said.
REALTOR® associations as an averaging of eight hours a day,” To shine on camera, the panel- To cure your sellers of Price
industry advocate, implementa- said Roark. That’s one reason why ists offered up these ideas: Denial Syndrome, Knox offered
tion consultant and technology HGTV now carries 92.5 hours of Know your audience. Know Madison Hildebrand responses to these common ob-
information resource, also an- real estate shows per week. who will be watching. Research jections:
nounced a new award program If you have aspirations of be- what’s happening in the market, “We really need the money.”
to recognize the outstanding coming a national media phe- and prepare talking points before- Sellers must be highly motivated
use of technology among the nomenon, Madison Hildebrand, a hand. to sell or they will resist a price
REALTOR® family. REALTOR® in Malibu, Calif., Speak with authority. Stay on reduction. To get to the root of
Awards will be presented dur- could be your role model. topic and avoid rambling. Get rid their motivation, ask: “Have you
ing the 2009 REALTORS® Con- The star of Bravo TV’s “Million of filler phrases like “um,” “uh,” definitely decided to move at this
ference & Expo. Details on the Dollar Listing” says the show has and “you know.” time?” “What if your home didn’t
award and nomination process opened the door to loads of new Be flexible. Let reporters know sell?”
are available at www.REALTOR. business. “It has become an in- you’ll be available if they need a “Our house is better than
org/crt. Or send your inquiries to credible resource for me,” he said. real estate expert in a pinch. Fol- other houses on the market.”
info@crt.realtors.org.n “But I didn’t expect it.” low through on that promise. n Matthew Phipps Take a CMA field trip with your
seller to three competing homes
TH R I VE I N A CH A NGI NG M A R K ET
on the market that support your
Your Words Do Matter pricing for their home.
“We can always reduce the
price later.” The more price
Knowing how to choose your ing no immediate need to buy or sell drops, the more buyers keep wait-
words and memorizing scripts and a 10 being the need to purchase ing for more. The home will likely
are formulas for thriving in to- or sell a home today? What would it sell for a lower price than it might
day’s difficult market, said vet- take for you to become a 10? if it had been priced correctly
eran real estate coach Howard He says that particular script is from the beginning.
Brinton, CRS of Star Power Sys- important because it helps gauge “Could we just try it at this
tems. your clients’ motivation. price for two weeks?” Buyer ac-
“You have to change your dia- Memorization is key, said Brin- tivity is highest when it’s fresh on
Raising the Bar for Buyers logues and the way you do busi-
ness to help buyers and sellers—
ton, because without practice
you’ll find yourself swimming in
the market, so don’t turn off the
serious buyers at the beginning.
The REBAC Hall of Fame inducted four accomplished members and a and yourself—in these tough a quagmire of nonsensical ver- “Tell them that you can raise the
REALTOR® association during a classy networking reception Saturday times,” Brinton told an enthusi- biage, undermining your confi- price after the first two weeks,”
at the Rosen Plaza Hotel. Honorees were chosen by an independent panel astic audience Sunday. dence in yourself and prospect’s Knox joked.
for bringing buyer representation to the forefront. This year’s inductees A staunch believer in scripts confidence in you. “They can always make an
are (l) Bill Gerst, representing the Minneapolis Association of REAL- and dialogues, Brinton cites the “Take a half-day and get a new offer.” Some buyers won’t even
TORS®; Melanie McLane, ABR®, Williamsport, Pa.; Dwayne Carte, “1-10 dialogue” as one his favor- dialogue in your head,” he ad- look at a certain price point so
representing the Minneapolis Association, John Lazenby, ABR®, Win- ites and encourages everyone to vised. “It becomes magical.” you’ll likely be excluding buyers
dermere, Fla.; Joseph G. Marovich, ABR®, ABRMSM, Howell, N.J.; Jo- commit it to memory: Choosing words carefully can who might have been more seri-
seph DiVito, ABR®, Arvada, Colo.; Also pictured: Marc Gould, NAR’s How would you rate yourself as a make the difference between an ous about purchasing by pricing
vice president of Business Specialties. n buyer or seller from 1-10, with 1 be- appointment and a listing. n the home too high, Knox said. n