The Market Has Turned – Has Your Business?

You could feel the turn of the market in mid-summer of last year. While prices continued to be soft in many areas, the close-in markets in Seattle and the Eastside started to show signs of stabilizing as did affordable housing ($300,000 or less) in most of King County. We are now seeing multiple offers in many price ranges. First time home buyers moving out of rentals (or their parent’s basement) and investors who want rentals, are competing against each other in the low end. Move up buyers who have been sitting on the sidelines are now coming back in to the market before interest rates and prices rise. High end buyers have regained confidence in their stock portfolios and are coming back in with cash or huge down payments.

What does the market look like for 2012? With inventory down over 20% overall and down 32%+ in Snohomish County, it is a Seller’s market in most areas however the level of distressed properties (24% in King and 35% in Snohomish counties) will continue to put a damper on prices.

How does this impact our businesses? As always, well priced listings are key. Buyers do have fewer choices but are more informed than ever and won’t bother with overpriced properties. If a seller won’t price and prepare their home properly, don’t take the listing. Our brokers utilize a unique 16 step seller process that helps us only take listing that sell quickly. As for buyers, with fewer quality properties on the market, they need to be prepared to act quickly and decisively. Being pre- approved by a reputable lender is a given. Making sure your buyers are fully informed on the market so they have the confidence to write an offer when they see a good value is critical. We use a 10 step buyer process to clarify our buyer’s needs and educate them on the market so they can make a confident decision after viewing 5-8 homes rather than 20+ homes.

So what will your business results be in 2012? The brokers in our office increased their commissions 25% in 2011 using our proven processes even though the market was down. We should all have a plan in place to outperform the market. If you don’t and would like help to create one, please contact me. I would be happy to share with you our practices and help you make 2012 one of your best years ever.

Posted on February 15, 2012 at 11:15 am
Kevin Scott | Category: Uncategorized | Tagged , , , , , , , , , , , , , , , , , , , , ,

Realtor Survey Results

I came across a recent poll of real estate brokers and their goals for 2012. When asked what their primary goals were:

o Increase my income
o Increase my time off
o Master technology
o Take the ups and downs out of my business

75% of the respondents chose “Increase My Income” as their primary goal (no surprise). When further asked how much they wanted to increase their income, the response was by 75%-100%. Wow! I know that even if last year was our best year ever, most of us want to do better in 2012 but so many brokers having a goal of doubling their business was a little bit of a surprise. Is it impossible to do? Absolutely not. Will it call for a dramatic change to one’s business? Emphatically yes.

To reach a goal of even a 50% increase in your business year over year requires not just getting better at what you have been doing but to materially change what you have been doing. There is a saying that “Your expectations must match your commitment.” If you expect to increase your income 50%, 75%, or more, you will have to commit to a revised business model. What that business model looks will vary from broker to broker but you can start with some basics:

– Set an annual goal for income, time off, and professional growth / education
– Develop a clearly defined action plan that supports goal achievement
– Create high-quality collateral materials such as buyer packages, seller packages, presentation boards
– Evaluate your technology strategy regarding websites, blogging, tweeting, social media
– Embrace accountability – whether that’s in the form of your broker, a colleague, a coach, or a mentor

If you have set an expectation for yourself in 2012 that you will increase your income by 50%+, will make the commitment necessary to reach that goal, and need help to do so, give me a call. Our office had an average increase in commissions of over 25% last year with some agents over 50%. We can help you do the same.

Posted on January 10, 2012 at 5:10 pm
Kevin Scott | Category: Uncategorized | Tagged , , , , , , , , , , , , , ,

The Importance of Clarity

What’s the most important thing you can bring to your clients? Is it your knowledge of the local market?  Is it your negotiation expertise? Is it your property marketing skills? While all of these skills are important for your clients, I would suggest they are not THE most important thing you can bring to your clients.

The single most important thing you can bring to your clients is clarity. Whether they are buyers or sellers, clients who are not clear have a difficult time making a decision. If a seller does not have a clear understanding of the current market and their property’s value, will they price their home to sell? Probably not. What about buyers? Do confused buyers make a decision? No, they want to “think about it”.
How do we provide clarity to our clients? Studies show that 60% of the population is primarily visual learners so we know that showing is better than telling for most clients. Simple charts and graphs are much better methods to communicate than text or single line MLS search outputs. So what to use? Trendgraphix charts are an option but can be busy and hard to decipher. We have a program that uses MLS data to show the client their odds of selling and illustrates the inventory flowing in and out of the market using the concept of water flowing in and out of a pond. Both are good/simple visuals for our clients and help them become clear about the state of the current market so they can make decisions.

Compare these charts to a single line MLS report which many brokers use in their CMAs. Which do you think is easier to read, understand, and provides more clarity for a client? Think about what you use to educate your clients on the market. Does it provide clarity or confusion?
All the best,
Kevin Scott


Posted on December 5, 2011 at 1:59 pm
Kevin Scott | Category: Uncategorized | Tagged , , , , , , , , , , , , , , , , , ,

2012 Business Planning

As we approach the holidays and market activity slows, it makes for the perfect time to plan for next year. Here are a couple ideas on approaches you might take:

For those that are a little ADD (and who in real estate isn’t), this is the short and sweet version. Set aside one full day for your
planning and start with the following three questions:

–       What worked for you in 2011?

–       What didn’t work for you in 2011?

–       What will you continue to do and what will you add to your business in 2012?

Spend the morning noting the answers to these questions and then grab your accountability partner, manager, or skills group member and
share each other’s answers. It makes the planning more fun/ interesting and you may each pick up new ideas to incorporate into your own plans. Work individually in the afternoon creating an execution roadmap and calendar for your plan. What will you do? What can your staff or assistant do? What can you automate? Be sure to record the dates these activities are to be completed each month. I find getting my “to do’s” logged on my calendar significantly increases the odds the task actually gets done on time.

For those of you with a little longer attention span and who like details, a spreadsheet is a great place to start. Expect to spend two to
three days analyzing numbers (income goal, average sale price, average commission, expenses, projected number of leads/prospects, conversion rates) and creating your marketing and contact plan with a calendar of events that will generate the contacts you need. Don’t forget to incorporate your personal and family goals into your plan as well.

If 2011 was not the year you hoped for and you need a better result in 2012, then now is the time to take action. Call me and let’s create a
customized plan (short or detailed) for your success in 2012 and beyond.

Posted on November 10, 2011 at 9:41 am
Kevin Scott | Category: Uncategorized | Tagged , , , , , , , , , , , , , , , , ,