Jim Casey

Reporting from RE/MAX International Convention in Las Vegas…

As many of you were aware (from our last minute e-mailing) I was in attendance at this year's RE/MAX Convention.  I was sharing a booth in the exhibitor hall with my friend and colleague, Dave Beson. 

If you haven't heard me RAVE about Dave's LetterWriter series, check out www.TopAgentTechTools.com for information about his form letter programs that work with AgentOffice and Top Producer.  His is the one product I have promoted for over 15 years when I first entered the real estate technology arena.

In a nutshell, attendance and energy were down from previous years, but there were some glimmers of hope as we enter the spring sales season.  Without a doubt, the most heavily attended sessions were those dealing with foreclosures and REO properties.  There is a new designation, Certified Distressed Property Expert, or CDPE that is booming.  Hundreds of agents signed up for advanced classes. 

My second observation was that some agents are doing very well in this market.  The reality is that a smaller group of agents are having greater success than in previous years.  This should be no surprise as we see for the first time in the past ten years, agents are leaving the business. 

Those that remain are seeing their average sales price decrease, but with less competition, they are making up the difference in increased unit sales.  These agents have adjusted to the market focusing on either getting more REO properties to list or working buyers more seriously than in previous years. 

From an exhibitor's perspective I noticed a real change in the mindset of agents looking to acquire technology or services for their businesses.  In past years there was an almost insane attitude toward “getting it all,” when faced with purchases. 

For the first time in ten years I heard agents saying they weren't going to buy anything unless they could see an almost immediate return on their investment.  To quote Dave Beson: “Surviving 2009 is the key priority for most agents.  You cannot prosper in 2010 if you don't survive 2009.” 

I heard many people say they were sick and tired of products that they'd purchased that were gathering dust on their shelves, or that they never bothered to open from their original packaging.  It was that same realization that motivated me to start RealEstateTechnologyExperts.com almost a year ago.  I guess we are finally in sync with our customers!

Ironically, I received a call today from a RealEstateTechnologyExperts.com member who, after perusing the website wanted to ask me what three things I would recommend that would get him instant results for his investment/efforts.  In all my years I have never been asked that question directly and it seemed to be the same theme at the RE/MAX convention. 

Cash flow panic is the order of the day.  We've gone from buying everything and “putting it on the card,” to expecting to squeeze money out of every single product or prospecting effort.  The truth of the matter is that nothing technological can flip a switch on your business.  What we are learning in today's market is the oldest lesson in the business book: Slow and Steady Wins the Race. 

The agents that dedicate themselves to the daily discipline of keeping an organized database, keeping in touch with their past and present customers, and that add value to the transaction are having their best year ever.  I know this because so many of the agents I saw at the convention are agents who have been using AgentOffice religiously for the past 10-15 years. 

With the exception of the Job Loss Protection Program we discussed in our February webinar titled: Discover a Sure-Fire Way to Sell Homes in this Unstable Economy with Alan Pyles, I can't really put my finger on an absolute quick technology fix to turn your business around immediately.  However, it's no coincidence that I was exhibiting with Dave Beson at the convention. 

Many of the people we met have used Dave's LetterWriter programs over the years and they all agree that, “if you send them, they will come.”  Specifically, Dave has a Seven Year Buyer letter campaign that installs in your contact manager and automatically mail merges a letter or e-mail a month, every month, for seven years to all of your past buyers. 

There is simply no way any past customer will forget who sold them the home when they get something from you every single month.  Agent after agent will swear that keeping in touch with past customers is the single most effective thing to insuring repeat and referral business, especially in difficult times. 

Now that I've had time to think about our member's question and to address the mindset of those who did attend the RE/MAX convention, here are my three suggestions that will jumpstart your business and put you on the path to being a recession-proof real estate agent. 

Number 1, if you don't have a real estate specific database program like AgentOffice or Top Producer, get one.  I happen to favor AgentOffice because I have used it and trained successful agents on it for so long that I know it works and I can help you with any questions you might have.  If you have Top Producer or AgentOffice, BUT DON'T USE THEM, now is the time to take a class, buy some training DVD's or ask for help so you can use either of them effectively. 

Number 2, commit to calling at least 10 prospects, past customers or friends and family per day for the next month.  Your purpose for calling is to update their contact information, especially their e-mail addresses, and to see if they have any real estate or financing questions in this incredibly challenging economy.  I GUARANTEE YOU WILL GET A SOLID LEAD WITHIN THE FIRST WEEK.  Use your database clean up as an excuse to reestablish contact with old customers and friends.  Keep the calls short and sweet.  Get in and get out. 

Number 3, launch some kind of recurring e-mail or letter campaign that will insure that all of your contacts will hear from you on a regular basis.  Again, not to sound like a sales pitch, check out Dave Beson's LetterWriter, LetterWriter Plus, e-LetterWriter and LetterWriter Platinum series of letters to find the appropriate letter campaigns to suit your prospecting and follow up needs. 

After you look at all of Dave's letters you might just find yourself getting back in the “getting it all” frame of mind so you'll have a letter for every possible kind of real estate situation.