Plan for Success

A Business vs A Bigger You

• It takes 3 roles to build a business1. Technician / Tradesman(woman)• Understands how to do the work the business will deliver to

clients

2. Manager• Understands how to lead and motivate others to do the

work to grow the business

3. Entrepreneur• Provides a vision and drives innovation for a better business

Source: The E-Myth revisited, Michael Gerber

A Business vs A Bigger You

• It takes 3 roles to build a business

• Roles Must Change Over Time Infancy Adolescence Maturity

1. Technician / Tradesman(woman) 50% 33% 10%2. Manager 10% 33%

50%3. Entrepreneur 40% 33% 40%

• Balance is Key

A Business vs A Bigger You• It takes 3 roles to build a business• Roles Must Change Over Time• Balance is Key

– You will want to be the tactician 100% = small• A bigger you• Can’t sell this

– You will want to be the entrepreneur 100% = frustration • For everyone – key employees will quit and you wont understand why• Can’t sell this – no proof it can grow

– You must to be the manager 50% = success• This is a business• You can sell this

What Does a Manager Do• Communicates the Vision

• Builds Growth Plans– To achieve the vision– 1 Year Plans and 3-5 Year Plans

• Provides Coaching

• Explains each employees role in achieving the vision and plan

• Tries to understand employees needs, wants and desires– Works hard to deliver to these over time

Starting to Manage – Your Vision• Communicates the Vision

– When you retire or sell your business what does it look like?• What type of properties do you sell?• What is the company Sales, GCI, Number of Agents, Number of Listings and

Market Share?• What makes you different from the competition?• Any unique strategies?• How long will it take you to get there?

– How much is it worth, who will you sell it to?

• Builds Growth Plans• Provides Coaching• Explains each employees role in achieving the vision and plan• Tries to understand employees needs, wants and desires

Managing – Building The Plan – Step 2

• Communicates the Vision

• Builds Growth Plans– To achieve the vision– 1 Year Plans and 3-5 Year Plans

• Provides Coaching• Explains each employees role in achieving the vision and plan• Tries to understand employees needs, wants and desires

– Works hard to deliver to these over time

Managing – Building The Plan – Step 2

• The Difference Between Achieving Your Vision and Not

• Methodology– Team Approach– Self Built

• Keep it Simple

Managing – Building The PlanVision: How do you want others to describe your business in 3 years?

Next 12 months Goals• Average number of listings per agent per year:• Number of agents:• Total listings per year:• Target average sales price : and above• Average commission rate:• $GCI:

(total listings per year X % sold X avg sales price X net avg commission rate after co-ops) + (# non office listing co-ops X avg sales price X net co-op commission rate)

• Property types listed: Territory:

Other key business descriptions:

12 month Strategy:

Advertising / Marketing Differentiation Message: What key points (that no other realtor offers) will you communicate in all your advertising, list in priority order; (Examples below – change for your office needs, special focus) • We are the only real estate company to advertise local properties nationwide in thousands of top websites,

magazines, exclusive real estate catalogs, newspapers, emails, direct mail and more.• Top, page 1,Real Estate Websites in Hundreds of Google Searches, over 2,000,000 visitors per month• United Country sells more {property type} than any other company• Over 300,000 current buyers in our database• Great office points of difference –like years in the local market, experience of agents• Specializing in area properties types since 1925 / 85 years• We are a leading member of the largest national network of traditional and auction professionals• • • • •

Managing – Building The Plan

Website Email Virtual postcards Lifestyle brochure Property Tracker Local newspaper Local magazines Post cards Catalogs Letters

Managing – Building The Plan

Radio TV Movie screen ads List of local residents Facebook Signage Use free QR codes Agent websites Other

Advertising Media. List what type of advertising you will do.

Listing Techniques.

Out of State Property Owners, milk run, sphere of influence / previous client contact, expired listings, booth at local events, FSBOs, Just listed / Just Sold postcards and emails, adjoining properties, door knocking, contests, many more techniques can be found on the intranet or call Mike Duffy for a list.• • • • • • •

Managing – Building The Plan

United Country Program Implementation

• Listings Input / Maintenance• Website updating / continual enhancing• Confidentials• Catalogs• • • •

Managing – Building The Plan

Agent Recruiting Techniques.

• Include www.joinunitedcountry.com if additional agents are wanted• Agent Recruiting Ad Template • Talk to community members you respect regularly to plant the seed. Not just

current agents, but people who everyone likes and respects, especially those in jobs that deal with people like teachers, tellers, insurance agents, etc.

• Include agents you would like to recruit occasionally on your marketing mail lists.

• • • • •

Managing – Building The Plan

Other Key Initiatives Merger, acquisition, community events, local networking, DU activation, John Deere activation, etc) • Community events to participate in:• Join and introduce team to DU / John Deere – discuss partnership details• • • • • •

Managing – Building The Plan

Additional Tactical Ideas to Consider (list all, examples below):• Get clean, clear, consistent advertising copy strategy written / documented.

– Advertise this message everywhere, in person, on website, all advertising.

• Enhance Website with more marketing of key messages. – Review copy for Home Page and About Us.– Show large home office team individuals on your site?

• Visit nearby UC offices; Networking and / or partnering for auction services?• Network and speak at clubs, events and groups• Social media plan• Monthly Email newsletter plan• PR brief distribution• Circle of influence• List of property owners from county records, INFOUSA, UC postcard program or other source• Just listed just sold letter, email, postcard program• Billboard; “we have buyers, need property” – templates available from Home Office• • •

Managing – Building The Plan

What Does a Manager Do• Communicates the Vision

• Builds Growth Plans– To achieve the vision– 1 Year Plans and 3-5 Year Plans

• Provides Coaching

• Explains each employees role in achieving the vision and plan

• Tries to understand employees needs, wants and desires– Works hard to deliver to these over time

A Business vs A Bigger You

• It takes 3 roles to build a business

• Roles Must Change Over Time Infancy Adolescence Maturity

1. Technician / Tradesman(woman) 50% 33% 10%2. Manager 10% 33%

50%3. Entrepreneur 40% 33% 40%

• Balance is Key

Plan for Success