Walter Sanford - Speaker, Trainer and Coach

Oldies with a New Twist November 18th, 2011 | Posted in Other Interests

Question:

Hey, Wally! I know the “old stuff” still works, but can you give me some new twists to keep things exciting for me?

Name Withheld

Answer:

Sure, pal — let’s “do the twist to the oldies”!

Being involved with the most profitable systems in real estate, we are always adding updates and twists as technology develops. It still makes the most sense to center on listings. Go after the people most likely to list using the least expensive and least time-consuming methods.

Open Houses:

Try to do only one since they are not the most profitable use of your time. Make that ONE open house during the first week of the listing and hopefully before it hits the MLS. Capture those nosey sellers and all the buyers who are looking in that neighborhood. Give your best effort in capturing both ends of the transaction. Get the open house signs out for a few days with a QR code to the tour. Cut the time down to an hour. It makes you look different. Send out 200 just listed/open house cards to the neighborhood and follow up with a call. Yes, this process takes longer. If it does not sell, it is obvious that open houses do not work, and you will be able to keep the seller off your back while you do what sells homes…obtaining the right price.

Postcards:

People only care about “just solds” with QR codes. Cut out the “just listed” unless you are working the above system. Tell the receiver how the property sold, and tell them why this process is different from the other agents in your area. If you don’t have enough just solds, then let them know about the solds that show up in the county records and let them know that part of your job is to stay in tune with the sold activity. Make your name and the word “SOLD” in big, red lettering on the card!

Direct Mail:

This method does still work on the best demographics. Add value and a personal signature on your own letterhead in a window envelope. If you own my letters book, this process will be faster for you since you have over 400 letters to choose from! Send a letter that will direct them a specific portion of your website. For example, send a letter to the for sale by owners. Let them know how you can work together without necessarily listing their home. You can help them with a lender; help them with the buyer who needs to sell their home to buy the FSBO’s home; help them with a referral to the area where they are moving; and help them as a buyer in your town with the exclusive “Secret Property System” that really excites them. With all that help and counseling for the FSBO – if their home doesn’t sell, you’ve already begun to make a value-filled proposition to them!

Cold Calls:

Cold calls are dead. Call your database, expireds, FSBOs, out-of-state owners, and assisted living centers. Monitor your “Do Not Call” responsibilities and leave them a message (live or on voice mail) with a web destination for them to visit on your site. Too many agents are scared to death to make phone calls! I have a book of scripts and it even includes letters you can send ahead of the call to “plow the road” and make it easier.

Networking:

Parties, phone calls, newspaper articles, referral groups, buyer seminars – I can list dozens more. Every top agent will step out of his or her comfort zone. Top agents do not depend on Facebook for their marketing.

Referrals:

There are speakers who do nothing but teach this system. Remember what the attorney’s know — ask for your money on the day you win the case. Have a checklist to ask for more business from family, friends and co-workers at the listing, at the first showing, on contract acceptance, on loan approval, and at close. Do a job that merits a referral.

An oil and gas lease lottery millionaire by age 16, Walter S. Sanford was in massive debt by the time he was 22. Taking his winnings, he invested in over 400 units and found that high leverage real estate can be detrimental to your financial health.

Obtaining his real estate brokerage license during the 80s, Walter went on to become what some believe to be one of the top agents in North America. He built his career on systems that are in demand by virtually every major franchise and top producing agent in the world. 1995 was Walter’s best year, in the midst of a real estate depression in Southern California, where he personally closed 316 transactions.

Walter Sanford now coaches some of the top agents and travels internationally to deliver his seminars based upon systems with velocity increased by technology. He is the author of 10 ground-breaking books and software that assist top real estate producers in not only beating the competition but also providing lasting estates for their future. Systems are his passion.

Walter has been buying or selling real estate for the past 35 years. It took a long time for Walter to find balance, but today, he runs a successful coaching and training business. He enjoys life in “small town America” with his wonderful wife and two darling daughters.

Many speakers and trainers have never been involved in real estate brokerage aspects and none have ever been involved to Walter’s extent. If you would like to know more about Walter, please visit www.waltersanford.com. You’ll find more information about how to hire Walter as a speaker or coach and how to obtain his ground-breaking products for your library. Walter can also be reached at 800.792.5837 or walter@waltersanford.com.

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A Mixed Up Seller November 3rd, 2011 | Posted in Other Interests

Have a mixed up seller? Maybe this exchange will help you in dealing with your challenge, too.

Question:

Hi, Walter. Any suggestions as to how I respond to this e-mail?

Hello, Alex;

Three times in the last year and a half (after each of my 6 month listings have expired) you have mailed me post cards requesting to list my house. Each explains your success in selling homes in this market, your goals to get the property sold, the best dollar for me and least amount of marketing time.

Since my home has been on the ‘shared commission’ multiple listing for a year and a half, in all seriousness I would like to ask you one question; why have you not sold it already? I might be interested in using your services for the next six months and I am serious – but I need to know why you haven’t shown it or sold it, as this is extremely important for me if I were to choose you currently to list my home.

Please inform me of your explanation and interest in listing my home and what you could do differently, and I mean differently – as in actually going out and out of your way (like knocking on doors) to find a buyer.

Hope to hear from you soon.

(Name Withheld)

Thanks!

Alex

Answer:

C’mon, you were trained by the best and you should know how to counter that argument! If you’re still having trouble, here’s my best suggestion:

Hello, (Name). I am the top guy around here because I spend more money, time, and resources on my client’s properties than any other agent. However, it would be for naught unless I spend much time determining your needs then customizing a plan to achieve your needs and goals.

Now to your question of selling the home — I cannot perform unless you are involved. I need to know more about your home, your goals, and whether you are educated about this market. I also need to know your timetable, your equity position, and the positions of any other decision makers. It is best that we meet in person. Also important is that my sellers have opened their homes and lives to me. My sellers have agreed to pay me if my team of over 1700 real estate agents are successful. Unfortunately at this time, only your agent has agreed to split their commission if I take one of my buyers who are seeing my seller’s homes and I direct them to see your home. This means that your property has to be farther down on the list and does not benefit from any of my marketing directly to other agents or to the buyers of the world.

We need to talk and get you on a plan that has worked over and over again since this market became challenging. Please let me know if Thursday at 6PM will be good for us to meet.

Obtaining his real estate brokerage license during the 80s, Walter went on to become what some believe to be one of the top agents in North America. He built his career on systems that are in demand by virtually ever major franchise and top producing agent in the world. 1995 was Walter’s best year, in the midst of a real estate depression in Southern California, where he personally closed 316 transactions.

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Business Plans Don’t Get Done By Your Agents October 24th, 2011 | Posted in General Real Estate, Real Estate

As we’re quickly approaching 2012, the popular question among brokers and owners is “How do I get my agents to do more production in 2012?” Below is my best advice on how to handle this challenge.

Question:

Hello, Walter! Thank you for the great day in Iowa at the IAR Convention. We have received our box of books and CDs.

I urgently am trying to get some things in place to share with my agents, and one thing I am not coming across is a useful business plan to share and get them going for 2012. I have a meeting Thursday morning that I had planned to roll out a new planning idea.

I have gone through everything I purchased and would appreciate you getting me what you think would be great for my office.

With Warm Regards,

Wendy Votroubek

Skogman Realty

Answer:

You would be in the top 1% of brokers and have the most productive office, if you did one thing — have everyone choose one new pro-active seller lead generation system and you hold them accountable to it every week.

Everything in real estate starts with a listing. They will have to learn how to make a better presentation, price better, market better, handle incoming buyers better, etc. Once they have the listing, they will be motivated to learn the rest of the business. When you only have one item for everyone to concentrate on and it makes the most money in real estate, you have done everything you can for your people.

When they choose a new pro-active seller lead generation system, help them with it. Have them time-block it. Make it consistent. Hold them accountable. If they don’t end up following through, get them excited about another way. You can do that dance 3 or 4 times. If they still are not profitable agents, clear them out because they will affect those who are productive. Free up the room for the producers!

This is why long business plans do not work. They concentrate on the parts they like and leave the hard stuff (see above) alone. Have them do the hard stuff first…and only. Keep me posted on the progress!

Obtaining his real estate brokerage license during the 80s, Walter went on to become what some believe to be one of the top agents in North America. He built his career on systems that are in demand by virtually ever major franchise and top producing agent in the world. 1995 was Walter’s best year, in the midst of a real estate depression in Southern California, where he personally closed 316 transactions.

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What Does the Big Picture Look Like and How Does a Buyer Fit In? October 24th, 2011 | Posted in General Real Estate, Real Estate

Question:

Walter,

A few years ago, I attended a convention where you were a featured speaker. While at the expo, I bought your books. That is a lot of information, which I am still digging through! But now I am searching for scripts.

Are there any in these books that would walk me through with a new buyer? I want to make more calls, but want to ask the right questions. Thank you again for your time and help.

Marcia Holcomb

Realty World First Coast Realty

Answer:

That is a huge question, Marcia! The information in my products is much easier to use if you understand the basic philosophy of high production real estate.

Start the lead generation for the sellers and everything falls in place. Get two or three pro-active methods that are consistently done to generate seller leads using the system entitled Grow Your Leads: Just Add Wa(l)ter.

Next, improve your listing presentation with Beating the Competition Every Time and simultaneously utilize the book Phone Scripts and Moving Beyond Do Not Call to answer objections, create price reductions, and supplement your lead generation activities.

Utilize the Super Emails, Letters, and Web Content book to design your automatic response systems, website, and general correspondence. You will then see a need for the Teaming Up system to get your affiliates involved and Time-Saving Checklists to organize your operation.

You will need our Fast Lane Buyer Systems product to handle the inquiries that your listings will generate and then our Top Dog Marketing System to help in making you a local real estate celebrity.

These systems will soon lead you to profit. If a portion is saved, it will take you to the next step in your career and that is real estate investing. The Insider Trading for Real Estate Agents product, which will show you how to exactly develop a rental business for your own property while you are still selling a ton of real estate.

Many people use the system If I Could Start Over Again as a guide for implementing the above as well.

Obviously, the buyer operation should be disregarded until you develop the listing side of the business. In Fast Lane Buyer Systems (which is still under production), you should develop a system for buyers that contains the following steps:

1. Have a list of questions to ask buyers over the phone or at the first meeting. I would skip the first meeting if the questions do not get handled, but then again some people think I am harsh! The questions will determine whether the buyer is realistic and motivated. You will need to give the buyer many value-filled reasons why answering so many questions early in the relationship will be valuable to them. You will have to be an expert at selling your system, your team, and most importantly how you will be able to find them secret property than no other agent will ever show them if they help you to understand their needs better (the questions).

2. Direct the answered questions to your lender who will give you a third-party endorsement to the buyer and pre-approve the buyer.

3. After pre-approval, invite the buyer to your office for more value that you have produced like your system of showing them old expireds and FSBOs or sending direct mail to the neighborhood of their choice to find them inventory that is outside the confines of the MLS.

4. Re-check their motivation at the meeting, and create security. With the value you give these people, ask for exclusive representation by way of a loyalty agreement.

5. Advertise your buyer’s needs rather than your listings, because that is what sellers want to see!

Nothing is easy in this business, but I want my clients to be high-volume producers. The only way you can do that is work a preponderance of listings, eliminate many buyers through the above hoop system, and use the buyer system to create more listings and more double-ended transactions. That’s putting your genius to work!

Obtaining his real estate brokerage license during the 80s, Walter went on to become what some believe to be one of the top agents in North America. He built his career on systems that are in demand by virtually ever major franchise and top producing agent in the world. 1995 was Walter’s best year, in the midst of a real estate depression in Southern California, where he personally closed 316 transactions.

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Resources for Human Resource Departments October 24th, 2011 | Posted in General Real Estate, Real Estate

Well, it’s my favorite topic – lead generation! Below is an exchange that I had recently with an inquisitive agent.

Question:

Which is your current favorite in seller lead generation?

Steve

Answer:

I have many, but in an effort to not overwhelm you…let’s time block a once-a-quarter letter and phone call to the largest operations in your town. The hospitals, universities, industries, and large businesses in your area need help with their incoming and outgoing personnel.

First, go to the local Chamber of Commerce and get all your big players. Start with the top twenty largest organizations within your market area. Check their website or research online to find the head of the human resource department. Send them the following letter. Follow-up with a phone call referring to the services mentioned in the letter and mention your desire to meet and determine their needs of a local top real estate agent.

Date

Name

Company Name

Address

City, ST ZIP

Name:

My name is (name), and I have been helping clients with their real estate decisions for many years. Many of my clients in the past have been a part of (company name) and have experienced some of the services that I offer in relocating individuals.

I’m aware that you might already have a relationship with a relocation firm and I am happy to cooperate with them. I have found when an agent has the “account” all tied up with a firm such as yours that they may not feel it necessary to go above and beyond what is expected.

For your associates or employees moving away, I can offer the following:

1. The free 24-phone value analysis, allowing a seller to determine what their homes value is in this market.

2. A pre-listing analysis where the goal will be to make inexpensive changes to the property, prior to marketing so a maximum sales price can be obtained.

3. A no-obligation, counseling session at the home or even a presentation to a group of transferring employees as to….

A. What can be expected in this market?

B. What to disclose as to condition?

C. What repairs to make?

D. What will an appraiser be looking for?

E. How much time will it take from listing to close?

4. A written and guaranteed marketing plan

5. A written and guaranteed net proceeds analysis

This only scratches the surface of what I offer a seller! For associates and employees coming in to your company, I will –

1. Consult with them regarding the differences in neighborhoods and help them in determining which meet their goals after an exhaustive tour highlighting all that we have to be proud of here in (city name).

2. A complete team approach to lenders, inspectors, and title and closing companies.

3. A secret inventory list where I will not only highlight MLS properties that meet the incoming employees’ needs but also show them properties that no other agent will ever show such as:

A. Old expired listings after I call to determine there is still a desire to sell

B. Current for sale by owner offerings

C. Direct mail sent to unlisted owners in the neighborhood of your employees’ choice looking

for property not yet on the market but possibly for sale.

D. Guaranteed first look at any new listings that meet the employees’ criteria.

These are just a few of the services that I offer, making the transferring employees’ experience satisfying and profitable. It is my goal to meet you in person and determine if there are needs that are not currently being met. I look forward to speaking with you soon.

Sincerely,

Name

Company Name

Enclosure: Personal (or Company) Brochure

It’s that simple. Find those who help their employees moving in or out of town. Write them a letter. Call them. Meet with them to discuss what might be lacking in their current situation. Time block this system for 4 times a year and add the HR department head to your database.

This is just one of nearly 40 quick and easy proactive seller lead generation activities that my coaching clients do every year. C’mon – get started now!

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