But before we get into all that, let’s think about what a relocation company is at its very core.  It is a company that attracts people who are relocating, engages those clients, and then places them with real estate professionals.  Finally, a relocation company oversees the process to ensure the client is happy and that the agents pay them the agreed upon referral fee.

The largest relocation company today is Cartus Mobility (originally part of what is now Realogy, the parent company of Century 21, ERA, Coldwell Banker, Sotheby’s International, and Better Homes & Garden real estate brands).  In all likelihood, the company in your market who handles their relocation is the busiest company in your market.  Sounds good, right?  It gets better.

The agents who work those relocation clients are accustomed to paying as much as 40% of the gross commission for each side of a transaction, and since it is a relocation, over half the time there are two agents for one client — one helping them buy and another helping them sell their existing home.  But even if there are not two transactions, there is always one.

Now, imagine if you could identify those relocation clients early in the buying cycle, engage them, and then refer those clients to an agent you’ve pre-screened on the client’s behalf.  You could make 40% of the gross commission on each end as a referral, and you could run the entire operation from the comfort of your home.  Simple right?

All you would need is a system to attract relocation clients, and then client management that allowed you to oversee the progress your referral agents were making on your relocation business.  That’s where we come in.  We’ll supply the clients but we need you to oversee the relocation operation in your local market.  To be our eyes on the ground, so to speak.  Let me walk you through an example:

Using our proprietary system, we would place online advertising in your market and attract a new relocation client and seamlessly forward that lead to your client manager.  For purposes of this example, let’s say the client has a $200,000 home to sell where they currently reside, and they need to buy a similar but more expensive home in your market, let’s say $250,000.

First, you refer the listing to an agent you’ve pre-interviewed and collect a referral fee of 40% of a $6,000 gross commission from the listing side.  That’s an easy $2,400, and believe me, the listing agent is thrilled to get the easy listing and will be happy to pay your referral fee.

Then on the buyer side, there’s a 3% commission on the new purchase price of $250,000 (assuming no bonuses or higher commission offered by builders or agents).  That is another 40% of $7,500 gross commission, or $3,000 for the buyer side.  Not bad.

Now think about it:  You’ve not burned a dime of gas.  You’ve not wasted a week of your life riding around town showing houses.  You’ve not wasted your weekends holding open houses or canvassing neighborhoods.  You’ve not had to place advertising, yard signs, lock boxes, or any of the other hassles of doing traditional real estate business.

Together we have provided the valuable service of identifying, engaging, and referring our client, and we’ve made $5,400 in referral fees.  And because we are partners, we would split that fee — $2,700 for you and $2,700 for us.  Neither of us has any legal requirement for record keeping, because we are not the agent or the broker, but rather simply collecting a referral fee.  We also have no transactional liability and pay no franchise fees.  Okay, so what’s the catch?

Here it is:  If we decided to partner with you to open a FavoriteAgent.com relocation office in your market, we would have several requirements of you.  First we would require that you attend regular training and accountability conference calls.  Because we will be making a big investment in your market, we also require a very specific sequence of customer engagement action steps.

Remember, there are several steps in this process:  Identify, engage, refer, and service.  We would handle identifying the clients.  You would then engage them and refer them to your relocation team, who would provide the brokerage service to the client.

You would be required to recruit a minimum of two agents for your relocation team and get them to sign a blanket referral agreement with our company.  Of course, depending on your transaction volume, you may recruit as many referral agents as you deem necessary to handle your volume of business.

We also require a one-year commitment, renewable by both parties every year.  And we would require you to continue to license our LCM Success virtual office software so that you will have the client management platform needed to interface with your own relocation team and with our system.

As we advertise and grow in your market, we will periodically evaluate the relocation customer count and may adjust the number of relocation partners so as to maximize our volume of business.  (If you would like to discuss entering an exclusive agreement, please contact us and we will be happy to discuss it with you.)

Imagine…

What if instead of going into the office to begin the traditional real estate grind, you tried something brand new?  You decide to take the thirty-second commute to your home office.  You check your email and there are two brand new relocation leads that have come in overnight.  You sit back in your chair, sip your coffee and begin to plan your day.

You pull together some stats for your relocation team training and accountability call in half an hour.  Then you open your client manager and look through the 18 relocation leads that have come in over the last month.  Of those, there are only 7 people you need to touch base with today and then you are done.  After that, you need to call your three referral agents and check in to make sure no balls are being dropped.  How easy is that?!

You should be able to make it to an early lunch at the club and then take the afternoon shopping for a new convertible.  Hmmm.  Tennis anyone?  Catch that afternoon matinee?  Actually you can do whatever you want.  No sales meetings.  No caravan.  No time wasted by other agents in the office.  No everyday real estate grind.

Your new job is the very picture of simplicity.  All you have to do is engage your relocation buyers and hand them to waiting referral agents.  No endless showing appointments.  No dinner time listing appointments.  No dread of constantly having to drum up the next deal.  Oh, and let’s not forget — no weekends.  No nights.  No gruelling hours.  No marathon closings.  Just making friends and placing them with great agents.  How cool is that?!

So let me ask you a question.  What if we were to close only two transactions per month together?  You’d pocket an extra $5,400* with no expenses and no liability.  What if we closed four?  Or ten?  Do the math.  How many agents can you recruit and how much business can they do?  That could be a lot of money with virtually no risk.

Does this sound like something you would enjoy?  Are you willing to learn some very specific engagement strategies?  Are you willing to do it our way and not try to reinvent the wheel?  Are you able to recruit at least two agents who can handle referral business professionally?  It doesn’t even matter what company they are with as long as they are licensed and they are good with our customers.  Are you prepared to make a one-year commitment?  If so, contact us and let’s talk.

Maybe a relocation partnership makes sense.  Or maybe it doesn’t.  It can’t hurt to talk and once we find our partner agent for your market it could be too late for you.  Thank you for taking the time to consider this proposal.  I look forward to talking soon.

*Projection based on the sample transaction in the example above.  Your market may vary.

If you would like to be contacted regarding a relocation partnership for your market, please fill out the form below.

 

I Hate Technology!

Matt Jones is the founder and CEO of FavoriteAgent.com, nationally syndicated columnist, broker, and best selling author of LCM: The Secret to Success in the New Age of Real Estate, The Ultimate Listing Presentation, Traffic: How to Sell Fast and Net More, Becoming a Mega-Producer, The Science of Online Marketing, 10 Steps to Real Estate Success, 20 Questions: Everything You Always Wanted to Know about Real Estate but Were Afraid to Ask, The Virtual Office Model, Max-Bang!, and The NEW Ultimate Listing Presentation. Jones' North Carolina-based company has been profiled by major media outlets as an innovator and a pioneer in the industry, and CNN's Pulse on America claimed FavoriteAgent.com is "changing the way real estate is being done in America." This article is cross-posted in the following locations: BlogMattBlog.com, RealBlogging.com, NewsGeni.us, TheCommissionCheck.com, RevampedAgent.com, and now Amazon Kindle.

RISMedia Partners with Pinnacle Quest Consulting to Manage its Top 5 in Real Estate platform; Appoints Verl Workman as President

Norwalk, Connecticut, April 23, 2012 – John Featherston, CEO and publisher of RISMedia and chairman and co-founder of the Top 5 in Real Estate Network announced today that RISMedia has entered into a strategic alliance with Salt Lake City, Utah-based Pinnacle Quest Consulting to manage the Top 5 in Real Estate Network® division of the company. Pinnacle Quest co-founder, Verl Workman, has been appointed as the new President of Top 5. 

RISMedia’s Top 5 in Real Estate Network is a membership network of leading real estate professionals providing leading real estate information to consumers. More than just a sales-driven recognition program, the Top 5 in Real Estate Network meets a need that heretofore has never been addressed – helping consumers identify the most professional real estate agents in North America. 

Pinnacle Quest Was Our First Choice 

According to Featherston, RISMedia chose to partner with Pinnacle Quest because of their strong reputation in the real estate industry and long-standing relationship with top brokers and agents all across the country. “I’ve seen firsthand the impact Verl Workman and the rest of the Pinnacle Quest team have had on our industry,” said Featherston. “Their Getting REAL Results in an eCrazy World coaching program has helped literally thousands of men and women to become more professional, competent and successful real estate agents. That is exactly what our goal is with Top 5.” Featherston added, “Top 5 is all about recognizing the best-of the-best and then empowering them with the information services they need to stay on top in today’s Internet-driven society.” 

Workman, who is a well-known real estate speaker and productivity coach agreed. “Top 5 is a game-changer in the real estate industry,” said Workman, “I believe that more and more of the top real estate agents are choosing to leave behind the traditional, outdated strategies that have been employed in the past. Information is power and forward-thinking agents who correctly understand how to use that information, will be the ones who come out on top.” 

Top 5 Coaching Program to be Added 

According to Workman, one key benefit that needs to be added to the current Top 5 program is coaching. “Effective immediately, we will offer group coaching to all new and existing Top 5 members at no additional charge,” said Workman. “Our plans are to bring the best agents together in a community of collaboration, coaching and the sharing of best practices. Pinnacle is honored to be at the center of this interaction.” According to Workman, the new Top 5 coaching program will be specifically geared to assisting Top 5 members in their professional development in areas such as lead generation, client relationship management, social networking, implementation of technology systems, and more. 

About RISMedia

RISMedia is the leader in real estate information systems, providing the industry with news, trends and business development strategies for over 30 years through its flagship publication, Real Estate magazine, its leading website, RISMedia.com, and its renowned networking and educational events. Founded in 1980 by CEO and Publisher John E. Featherston, RISMedia has become the residential real estate industry’s definitive source for news and information for real estate’s most profitable and productive professionals.

About Pinnacle Quest Consulting 

Pinnacle Quest Consulting combines the experience of owners Brent Gray, Stan Schreyer and Verl Workman to assist companies with operations, sales strategy and business growth worldwide. Its primary purpose is to assist individuals and companies in more rapidly and efficiently achieving their core objectives. Along with Verl Workman Seminars, Pinnacle Quest is one of the premier technology speaking and coaching firms in the real estate industry. To learn more or to book Verl to speak at one of your events, please visit www.PinnacleQuestConsulting.com.

For more information on the new Top 5 in Real Estate Network^®, please visit www.Top5inRealEstate.com or contact Scott Schreyer, Top 5 General Manager, Scott@Top5inRealEstate.com, (801) 554-7285. 

RISMedia Contact: 
Maria Patterson
maria@rismedia.com
(203) 855-1234, Ext. 127

# # #

We were fortunate to be invited to consult on the local and international marketing of a beautiful luxury residential development project on the east side of San Jose, in the Central Valley of Costa Rica.  From the Central Valley it is an hour to an hour and a half drive to either the Caribbean/ Atlantic coast or the Pacific coast.  The mild climate is consistently in the low 80’s with relatively low humidity.

Our experience in meeting our clients and the various people we were introduced to was nothing less than enchanting.  When discussing the various aspects of the project, each individual in charge was passionate about their expertise.  In planning the site, the developers agreed to keep all the mature trees and bushes intact and incorporate them as part of the common areas. This included the coffee trees which had migrated on the property from the coffee bean plantation next door.  The landscape architect also decided to identify the trees and plants by both their Spanish and Latin names.  There are walkways designed to explore the grounds and benches to sit on where you can reflect upon the magnificent flora.

Our strongest impression on this adventure was the friendly nature of the people we met.  Everywhere we went, kindness and acceptance was abundant.  Time was not a pressing issue in the many meetings we attended.  There was no sense of urgency or the feeling of being rushed.  What was more important was feeling good about each other.

We asked our new friends, colleagues and clients, “What makes Americans and Europeans move to Costa Rica?”  Here is what they said, essentially: “We have a strong sense of family, a deep caring for each other, and a slow paced lifestyle.  Our people are well educated with a 94% literacy rate. We are also pro-business as we attract many companies who want to move here.  These companies are aware of the value of an educated work force”.

Intel was offered as an example.  They had identified 10 cities where they could open offices in the South and Central America’s.  With everyone wooing them, Costa Rica was not even on their radar.  The people rallied, as did the President and all other luminaries, to convince Intel to choose Costa Rica, which they finally did.  Now, Intel continues to grow and expand there.

Advising our Costa Rican clients on marketing luxury real estate was a sheer delight and we have made some wonderful friends in the process.  We encourage you to reach out and connect with your counterparts in this fine country.

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Photo Courtesy of Apple

Most luxury real estate marketing professionals think of branding as a creating a new look for their product or service. But, the realm of branding actually occurs in the minds of your target market.  And, it occurs in product or service categories.  Whoever comes up “top-of-mind” in a category becomes the market leader.

For every product or service category that is meaningful to us, we have a category. Often there are many sub-categories in our mind. For example, personal computers have a sub-category for desktops, laptops and tablets.  Some sub-categories even have their own sub-sub-categories.

For example, when Apple introduced that Mac Air, a very slim and light-weight laptop that runs on a Flash drive (not a hard drive) a new sub-sub-category was born. As Intel and many other companies jumped on the band-wagon to copy the success of the Mac Air,  the category was given a name: “Ultrabooks”.

It can also be said that ultrabooks are a niche within the product category of computers.  A niche is a specialized but profitable corner of the market Identifying and dominating an uncontested or under served market niche is the fastest route to market leadership in that niche.  The operative word in the definition of niche is ‘profitable’.  A niche would simply not exist if there was not a market for it that was profitable.

The iPad actually redefined the category of tablet computing, as there were several attempts at creating this new category prior to its launch.  Apple has so outdistanced any of its competitors in both quality and quantity of units sold that it is next to impossible for any other company to catch up.

Only Amazon’s Kindle Fire which uses Android as its operating system, has been successful at making a dent.  But, the Kindle Fire can only complete on price (not on features and not on the the number of available apps).  Because, Amazon sells their tablet at cost or below they have made it very difficult for other Android based competitors to enter this category.  And, other tablets using alternative operating systems, such as Windows 8, will have a very tough time entering the market.

We offer this discussion of market categories to get you thinking about potential uncontested or under-served market niches, as luxury real estate marketing professionals.  Here is why:  What is the first brand to come to mind when you think of the category of tablet computer?  For most people tablet and iPad are synonymous.  What would it mean to you if your name was synonymous with the profitable niche that you decided to dominate?

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As a luxury real estate marketing professional you can have a superior value proposition, but will you be able to capture the attention of your ideal client?  As the world becomes more democratized with technology, the competition for attention has become one of the biggest marketing challenges.  First, you have to capture the attention of your ideal clients, (so they can hear you loud and clear above the din of your competition), and then you have to hold on to it.

Here is a clear example from the world of wine.  According to 2009 figures, over 20 billion bottles of wine were produced globally.  Competition for attention is fierce.   We recently discovered two Spanish wines produced by La Granja (the farm) 360 from Spain.  Modestly priced at $3.99 and $4.99 a bottle, it is thriving in sales side by side with similarly priced California wines (California makes 90% of wines in the US).  What makes is different is its message on the bottle.

Both wines have eye catching labels.  The first bottle pictured above is a 50/50 blend of Tempranillo and Garnacha grapes.  Wine connoisseurs describe it as, “An everyday drinking soft rounded juicy red wine, with rich ripe raspberry flavors, and great match for barbecue, roasted pork chops, spare ribs, sausages, grilled vegetables and cheeses.”  The ordinary zebra has made itself extraordinary by painting his back end in red!

The second is a Syrah with a 100% juice Syrah grapes, planted for the first time in this region.  Unlike its North American cousins, this wine is not jammy.  Here is the review, “It’s ripe with blackberry-fresh-off-the-bramble flavor with hints of dried herbs and well-balanced tannins. And as the label of the rooster with the golden egg portends, this wine is provocatively irreverent… it keeps you pouring.” The rooster is crowing about producing a golden egg!

Like wine there may be several comparable luxury real estate marketing professional in your market place.  This is where graphics and design come into play.  Graphics are a shortcut to get the message across of how you are different, and to be great it has to convey your message at a glance.

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One of the key components of strategic branding and marketing, when marketing luxury real estate is thoroughly knowing the mindset of your target market and speaking to them in their language.  That is what is known in marketing terms as messaging.  When you can communicate your extraordinary promise of value succinctly, i.e., with an economy of words and graphics, and you can do so on an emotional level, with passion, your chances of success increase exponentially.

While we were interviewing the top brokers in Steamboat Springs for our series, 50 Top Luxury Real Estate Markets in the USA,  one of the brokers told us about a local mountain sports and lifestyle clothing company called Smartwool.  This company has their passionate messaging, the articulation of their unique promise of value, spot on!  Here tis how they do it:

WE WERE
MADE FOR
EACH OTHER.

What you get from us isn’t just a product; it’s the ability to do more of what you love, for as long as you want. That’s our promise.

This value proposition zeros right in to the emotion core of mountain athletes who are passionate about their sports, those who aim for endurance or just want to be able to stay outside, longer.  Messaging at its best is “speed matchmaking”  And, that is what happens here.

The faster you can create an emotional bond with your target market the faster you can build trust.  And, trust is the prerequisite for buying products or hiring a service professional.

Then, Smartwool goes on about “The Power of Comfort”. They say,

“When you’re comfortable, your body performs better, allowing you to forget about what you’re wearing and enjoy the moment”.

High performance is the archetypical quest of athletes, especially competitive ones. It also appeals to their spiritual side in that it addresses one of the greatest benefits of outdoor sports (and simply communing with nature, for that matter): quieting the mind and being in the present.

Smartwool as a company is obviously passionate about mountain sports and the outdoor lifestyle.  Their messaging makes their passion palpable. Their ability to communicate their passion clearly, and with an economy of words that resonate within the heart and soul of their target market, is remarkable.

Do you know what you are passionate about?  Do you know what your target market is passionate about? How can you communicate your extraordinary promise of value to your target market, as a luxury real estate marketing professional, succinctly so that they quickly bond with you and trust you?  The sharper your messaging is, the more you deliver it with passion,  the faster the matchmaking process can happen and that is what great marketing is all about.

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As a luxury real estate marketing professional it is important to be well versed in all the cultures that surround us and particularly those in your marketplace.  It is a great way to establish rapport with a potential client, and to become the go to person for that community.  In our previous post, we discussed several spring events; here is one from Murcia, Spain that is delightful, and would be well worth attending if you find yourself in Spain.

One of the autonomous regions of Spain is Murcia.  Murcia borders are the Mediterranean Sea, Andalucía and Valencia.  Unlike its neighboring regions Murcia is a one province region.  One of the notable festivals in Murcia is the “Entierro del la Sardina (Burial of the Sardine)”.  This festival is held after Easter. This traditional parade began in 1850.  A group of students decided to form a group whose leader is a sardine (symbolizing fasting and abstinence) in order to relive the Carnival Fiesta.

On the 14^th of April 2012, a grand parade of floats representing the various sardine (Sardinero) groups, will be accompanied by musicians of every variety including Samba bands, costumed Giant heads representing the gods of Olympus, and all participants will be throwing thousand of toys to the crowds.

The evening ends in the wee hours of the morning with the burning of the papier-mâché effigy of the Lenten sardine in Plano de San Francisco.

What a great way to celebrate the end of the Eater holiday.  Happy Easter Everyone!

Cheers, Ron & Alexandra

As a luxury real estate marketing professional it is important to be well versed in all the cultures that surround us and particularly those in your marketplace.  It is a great way to establish rapport with a potential client, and to become the go to person for that community.

The Spring Season is a time of celebration.  It signifies rebirth, new life, and the beginning of a New Year.   Here are a few of the rites of spring from around the world.

The Persian New Year is known as Nowruz.  It is celebrated by the Iranians, as well other parts of the world, Central Asia, Crimea and some groups in the Balkans It is based on the Zoroastrian religion, and it celebrates the day of or the day after the spring vernal equinox, depending on the region.

The Buddhists celebrate the New Year with Buddha’s birthday on April 8^th. In Thailand, Burma, Sri Lanka, Cambodia and Laos, the New Year is celebrated for three days from the first full moon day in April.

Easter is the Christian celebration of the resurrection of Christ.   Emperor Constantine decided the date would be celebrated on the first Sunday after the first full moon of the vernal equinox. This date may fall in a 35-day range from March 22 to April 25.

The Greek Orthodox Christians celebrate Easter after Passover.  The logic in their celebration is that Christ died after Passover, and this is a more accurate time to celebrate.  This year the Greek Orthodox Easter will be celebrated on April 15^th.

Passover is observed to commemorate the freeing of the Jewish people from slavery in Egypt.  A special meal, (Seder) is prepared accompanied by a reading of the Passover story.

In South and Central America, Catholics celebrate Easter and La Semana Santa, or Holy Week as one of the highest holy days of the year.  In Latin America and Spain, the week leading up to Easter involves solemn processions, prayer, masses and other preparations for Jesus’ rebirth.  Cascarones or confetti eggs are made by hollowing out a chicken egg and filling it with confetti or small toys.  The outside of the shell is also decorated.  To have a cascarone broken on your head signifies good luck.

In the Sweden Walpugisnacht is celebrated.  The legend is it that witches filled the skies on the eve of St. Walpurgis Day on April 30 or May 1^st. Torches are made of rosemary and burned so that the smoke will repel the witches.  This festival is also celebrated by the Czechs, Dutch, Estonians, Finns, Germans, Latvians, Lithuanians, and Austrians.

Get acquainted with the people who are buying. As the planet seems to shrink and people from more nations are in the market for luxury real estate here in the United States, it is important to learn the different customs and unique slants on luxury. Being knowledgeable of the various cultures of our planet gives you an appreciation for all the people who make up our global melting pot.

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Steamboat Springs has a reputation as being one of the friendliest resort towns in the USA. The townspeople have a tradition of genuinely caring for each other, an “Old West” ranching tradition, that is engrained in the soul of the community. And, they are proud of it. Come Winter Olympics the entire town gathers to send off their local Olympic athletes. If a neighbor needs help they are there to help them.

Click to read more … and view the beautiful homes of Steamboat Springs

When you are marketing luxury real estate, here is a fun way to impress your clients while driving them from property to property.  Why not offer them an espresso?

Handpresso, a French company is the creator of an outdoor version of an espresso machine powered by a hand pump which is available in the US via importika.com, $199.95.  This model comes with 4 cups, a serving flask, and two small napkins in an elegant black carrying case,  As you are touring the gardens of a home you are showing, you can relax with your clients as you discuss the property and serve them a freshly brewed espresso.  We would suggest  packing a tin of biscotti and  some chocolate to sweeten the deal making process.  The coffee pods are also available in decaf.

The other gadget is a personal one. Since 2008, European drivers have had the advantage of being able to brew a creamy cup of espresso in their car.  This is very handy when you are rushing out of the door and have no time to stop at your favorite coffee place. The new gadget, HandpressoAuto, made by French company Handpresso is due to arrive in the US later this year (Christmas present?) plugs directly into the cigarette lighter of your auto.  It takes two minutes for the portable machine (size of an average thermos) to deliver a cup of espresso.  All you have to do is pour water into the thermos, place a coffee pod, hit the “on” button, and enjoy the hit of caffeine.  The personal one presently retails for 150 euros.

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