Tag Archives: real estate marketing tools

Franchise Success Spotlight: Weichert Affiliate Dennis Murphy—Weichert, Realtors® – Donahue Partners

A Harvard University education has long been associated with some of the most extraordinary individuals in American Society. Harvard Alumni names read like a who’s who of American history, including global business leaders, politicians, diplomats and presidents.

To those distinguished alumni we add one more name: Cape Cod based Weichert® Broker, Dennis Murphy, owner of Weichert, Realtors® – Donahue Partners.

While a history degree from Harvard is not a requirement for success as a real estate broker, in the Cape Cod market it doesn’t exactly hurt either. It certainly speaks to his lifelong love of Massachusetts and his decision to settle in the Cape Cod Area. For Dennis, the path to real estate had more to do with Marge Donahue, Dennis’ grandmother. Marge was a beloved figure around the Cape who founded her own agency in 1963, which she ran until her passing in 1998.

“My grandmother was an inspiration to me,” says Dennis. After a stint doing advertising and marketing in New York City and being National Sales Director for America’s #1 market share television station, Dennis took over the independent agency in 1998.

The Road To Weichert

The 2008 recession hit Dennis’ brokerage hard. In 2009 he built out a new office but he was struggling to recruit and train agents. Dennis began to realize that he could use help. Dennis continued forward but in 2015 he met with Bill Scavone from Weichert and began to think seriously about an affiliation.

“I was very interested in their lead network,” says Dennis, “We actually did a test where we acted as a customer and used competitor websites to initiate contact, which were actually two other franchisors we were considering. In each case we never got a call back at all despite multiple attempts. But inquiries made on the Weichert site were rock solid at 3 minutes per response.”

This coupled with the clear and well developed systems Weichert showed Dennis really sealed the deal. In 2015, Dennis and his three agents signed with Weichert and became “Weichert, Realtors® – Donahue Partners”.

The Weichert Experience

The biggest difference Dennis felt after his affiliation was an overwhelming sense of relief. As Dennis puts it, “No more Dennis island.” At last he did not feel like he was in this alone.

With a full support team, Dennis suddenly felt like the wind was at his back. There were regular training sessions, such as “Sharpen the Saw” which are two-day management-level seminars for training and networking that Dennis still considers invaluable. There were regional Broker Council meetings right near Boston 3 times a year where he could interact with his peers.

Then there were the tools and systems. A full Fast Track training program to get new agents up and running and productive fast?  Done. A step by step program for recruiting? Done. A program for promoting open houses that actually works? Done. A completely elevated and professional looking listing presentation that could be customized though an online digital platform? Done. In fact the DOORS listing presentation was so effective and liked by his agents that he saw his closing rate rise significantly as agents used it and became more comfortable delivering it.

Another favorite benefit of affiliation for Dennis is simply the peer to peer relationships in the Weichert network. Both formal and informal meetings give Dennis access to a wide network of individuals inside and outside his market who are willing to help. That is the very culture of Weichert.

The Future With Weichert

Dennis only needs to look at his bottom line to know that some good things are happening. With a team now of close to 20 agents, Dennis has seen his GCI triple in 2 years and has met his entire previous year GCI in only 3 quarters in 2018. Dennis has his eyes on a second office in the mid-Cape area and is looking to hire 10 more agents in 2018.

But the best part for Dennis is that whatever the future may bring, he knows that Weichert has his back.

The Weichert Culture of Support

Being a Weichert affiliate is a partnership, a collaboration, done with great respect for what you’ve already achieved and learned.

After all, you’ve already built a successful business. We can help you do more.

For more information on becoming a Weichert Affiliate, call 877-567-3350  or visit weichertfranchise.com.

5 Things You Can Do On LinkedIn to Increase Leads

There are many social networking sites that can contribute to lead generation within your brokerage. Most brokers and agents are already using Facebook, Instagram, and Twitter, but LinkedIn is probably one of the best, yet most underutilized lead generation sites. According to HubSpot’s recent survey of 5,198 businesses, LinkedIn provides almost three times the lead generation potential of either Facebook or Twitter. LinkedIn had a lead conversion rate of 2.74% to Facebook’s 0.77% and Twitter’s 0.69% rates. In the world of digital marketing metrics, this difference is significant. If you are broker who has been largely ignoring LinkedIn as part of your marketing strategy, here’s five things you can do right now on LinkedIn to add this important funnel to your overall lead generation strategy.

1. Complete Your Company and Personal Page Profiles

This is an important activity for the Broker to complete on behalf of the business. Start or fully complete your brokerage company page. Make sure it is tied to your personal LinkedIn profile and keep the look of it consistent with your other branding. A company page allows you to showcase your brokerage in many ways by publishing content on it. Encourage your agents to have a LinkedIn presence, as anyone who clicks on the brokerage logo from any of your agents’ pages will be directed to your company page. You only have a few seconds to make a lasting impression on each viewer, so choose your words and visuals wisely.

2. Add A Professional Banner To Your Profiles

A large graphical banner is now an option on both your company page and your personal page. Don’t leave it blank like so many do. Spend the time to create an image that shows your brokerage’s unique characteristics and conveys why you are the go-to brokerage in your local area. Keep the banner simple and easy to read at a glance with a minimal amount of text. Take care that it is fully visible on your profile once uploaded as LinkedIn will overwrite parts of it with other graphics.

3. Connect, Connect, Connect

If you’re just getting started on LinkedIn, getting connections is your #1 priority. You can send connection invitations essentially to everyone you know (who is on LinkedIn), and everyone you’ve ever done business with. Later through searches, you can connect to people who you would like to do business with. The more connections you have, the more visibility the content you syndicate will have (ie. Walk through videos, Listing Updates, Local Market updates, etc.)

One note here, don’t use the generic LinkedIn Invite. Take the time to craft a personal invitation to connect, and make sure to send a thank you follow-up if they do.

4. Most Companies are on LinkedIn

Almost every large company has a profile on LinkedIn. Use this fact to your advantage by doing something called “Circle Prospecting”. In this technique, you draw a radius around one of your listings that includes at least 5 mid to large sized companies in the area. Then using LinkedIn Search features, find lists of employees of those companies in your area. You can then reach out for a connection, or direct message them a video of your listing. You may find in some cases the HR or even the RELO Director (in larger companies) and these are excellent people to reach out to and ultimately make into first degree connections.  Bottom line: People who work nearby, may want to buy nearby.

5. Repurpose Your Website Blogs as LinkedIn Content

Many Brokers have understood the benefit of regular content production and already have some staff creating or curating content on a regular basis. Now let’s add LinkedIn to the list of places that you publish this content. Use the long form publishing feature of LinkedIn to republish the entire piece on your company page.  Then have your agents publish links to it on their personal pages, expanding it’s reach. Make sure to monitor for comments and those who engage with the content are likely to be worthwhile business contacts.

Use LinkedIn To Increase Leads Now

With such a relatively high conversion rate, some time spent cultivating LinkedIn is a worthwhile activity for your agents and your brokerage. It will take some effort to engage consumers and get leads through LinkedIn, but having another source of quality leads isn’t an opportunity you want to pass up in your quest for growth.

Of course, LinkedIn is just part of an overall lead farming strategy to bring leads directly to your team. At Weichert, we have an extensive and comprehensive lead strategy that all our affiliates have the ability to plug into. From tools and systems that work, to the support to help implement them, if you want to get to the next level of success, talk to our team to see what we can do for your business.

Learn more at weichertfranchise.com or call 877-746-2067.



Demonstrating Value: The Power of a Good Listing Presentation.

When competing for a listing, every Agent wants to maximize their commission. However, in an age of discount brokerages and easily-accessible online information, clients are often left wondering whether they are getting the best value. “What exactly am I getting for my money?” they may ask. This is where having a solid listing presentation can be as good as gold. By clearly demonstrating to your clients the services you will be providing, outlining a clear marketing plan for their home and the expertise you bring to the transaction, any questions in their mind over the commission go away and the only question left is “where do I sign?”

But having a good listing presentation shouldn’t stop at your own listings. Creating a solid listing presentation is an important tool to have in your brokerage to be used by all your agents. Not only does it avoid each agent having to recreate the wheel, but it ensures all the agents within your brokerage are communicating a consistent message to the clients in your market and gives you something to provide brand new agents to help ensure their success. So how does your listing presentation stack up?

The Keys to Overcoming Objections

It is up to the listing agent to present themselves in a way that makes it clear that there is a world of service a client gets with a full-service brokerage. There is also a world of things that can go wrong with companies selling properties on cut-rate commissions. It is up to your agents to really lay it out for them.

Here are some ideas to incorporate into a listing presentation template that clearly show the client all your agent brings to the process:

  • Showcase their home. Show that the agent understands their property and all of its features.
  • Present a market price analysis that takes into account local trends to assure that the property will be priced properly to help it sell quickly at the best possible price.
  • Outline a marketing plan with everything that will be done to market the home from the exposure your brokerage will provide for the property online to attract buyers searching, to neighborhood marketing, to open houses.
  • Create a handy chart and/or infographic that lists the myriad of things the agent will be doing to help the client sell their home. From setting the price, to holding open houses, to negotiating the final contract. Clients often have no idea all that goes into the process.
  • Craft a brokerage page(s) that lists the resources the agent makes accessible to the seller, from the support of the team within the office, to mortgage and insurance partners, to relocation partners and other service providers.
  • Include a resume template where the agent can outline their expertise, from their selling experience to their local knowledge of the community and notable recognitions.

Agents appreciate having a listing presentation template that incorporates this type of information to help sell their services and is packaged in an easy-to-follow, attractive format.  At Weichert, one of the most highly regarded tools used by its affiliates is the DOORS listing presentation. The Weichert presentation can be easily customized online and creates a powerful visual presentation that showcases a client’s home through photography, outlines all the support resources from the brokerage available to support the seller, provides a comprehensive plan to market and promote the home online and in the community and more. In addition, it promotes the agent, demonstrates their value in the process and helps them maximize their commission.  The agent can have the presentation bound or present it electronically depending on what will be best received by the client. When put up against competitive listing presentations by other agents, the Weichert agent walks away with the listing more often than not. It’s a big step in getting potential sellers to understand what a full-service brokerage is all about.

Maximize the Agent Commission. Maximize Your Brokerage’s Bottom Line.

Sellers want a deal, but they also want to make sure their biggest asset is in the best hands. Give your agents the tools to give them confidence in their worth by demonstrating extraordinary market knowledge and the ability to provide high-quality service. By helping your agents maximize their commission, you help your bottom line.

It can be difficult for you to find time to develop the right tools for your agents, such as an effective listing presentation. As a Weichert Affiliate, you get access to a suite of proven marketing and sales tools which are always being refreshed, so you don’t have to reinvent the wheel. This leaves you with more time to manage your brokerage. If this sounds like something your business could benefit from, find out more. Call 877-567-3350 or visit weichertfranchise.com.

Build Your Business, Let Your Agents Sell Listings

Running a real estate brokerage is a rewarding business. You can do things your way from choosing a name and a location, training and mentoring a team, and driving your marketing.  You know you’ll never forget the excitement you felt when your sign was hung outside your brokerage for the first time. You made the transition from motivated sales associate to independent business owner and with that, comes a necessary shift in your thinking, and your actions.

The Salesperson Within

Most of the independent brokers we talk to were excellent sales associates. It’s why they made the move to being a broker. But a few years in, too many of them are still actively selling their own listings on a day to day basis. If this describes you, you have to know that you’re limiting your brokerage growth by continuing to actively sell. Before you hung your sign, the inner manager in you should have begun to change your focus from selling, to the process of managing. This means recruiting both experienced and promising new agents, and figuring out how to make them successful. Sure, it’s hard to break away from selling homes. After all, your sales prowess paid your bills all these years, but now it’s time to use your expertise to help other agents succeed and increase your bottom line. Salaried or contracted specialized administrative employees can help ease your work load and move you away from directly working with buyers and sellers to focusing on increasing agent transactions.

The Case for Letting Go

Many brokers mistakenly believe that they can’t stop selling or they won’t have the revenue to continue their operations or sustain their own income level. Inevitably this feeling is really due to another issue: you don’t believe your staff is able to do it as successfully as you. While this may even be true, if you want your brokerage to continue to succeed and grow, you need to invest in addressing that issue, not out meeting sellers to get listings. Train your agents to sell like you do, recruit new agents, and resist the temptation to slide back to old ways. Do that and everyone will reap the benefits and financial reward.

In fact, non-selling brokers typically earn more than those that continue to sell after opening their own brokerage. National Association of Realtors member profile for 2015 showed that managing brokers who solely took charge of their brokerage earned a median annual salary of $102,200 as opposed to $86,400 for brokers who also were in the field listing homes and/or working with buyers.

Handle Business Details

Think back to when you were working for another brokerage as a salesperson. How do you think everything ran so smoothly? Through the broker’s hard work on the various day-to-day activities of running the brokerage as a business. Or maybe it didn’t run smoothly, because the broker was too focused on their own selling or not invested in developing their agents.

Similarly, your mindset should only be on overseeing business details, such as continuing to foster your business and your brand to help agents get a leg up on the competition and your brokerage keep its integrity and sorecuieputation, among a slew of other operational tasks. If you are overwhelmed with the sheer number of tasks involved in managing your own brokerage and need a roadmap, you can consider an affiliation with a national real estate brand like Weichert. Our affiliates have the advantage of a blueprint for running a successful real estate brokerage, complemented with many broker tools to help handle business operations, marketing, recruiting and training that points you to the activities you should be working on for success.

Build A Better Life

When your entire brokerage is run seamlessly as a business, you are making a better life, not just for you and your family, but for all your agents. A successful brokerage means you can confidently take the family on vacation, knowing that the systems and people you’ve put in place will handle affairs while you are away.

Weichert has helped hundreds of brokers build the business of their dreams, contact us today at 877-567-3350 or online at http://weichertfranchise.com.