Satisfying the Needs of Diverse Referral Audience

Referral “Flavors”

Military - Jo Lay, Baird & Warner, Chicago, IL

Luxury/High-Touch- Flor Hasselbring, Griffith, Grant, & Lackie REALTORS, Lake Forest, IL

Cross-Border - Elizabeth Kinsella, LeadingRE, Chicago, IL

Satisfying the Needs of the Military Referral Client

Military Customers come in all ages, income levels, and housing needs.

Military Service Tips:• Respect• Knowledge of your market• Simply “Do the Right Thing”

They were there for us, we simply need to be there for them!

Who is our competition?

How do they generate the leads?

11.5 Million Members!!!

Agents have used the program both on the offense and the defense very successfully Converting floor calls & internet buyers quickly

when mentioning MOM Converting past USAA clients to MOM before

they go back to USAA. Let them know they receive more cash back with your program.

Several agents have “clinched” buyers / sellers on the fence by offering this program

Be prepared for battle! This program gives you a strategic plan to convert buyers & sellers!

Where to be on the offense!

• Company sponsored parade floats on 4th of July, Memorial Day, and Veterans day parades• Volunteer at local VA Hospital or exhibit at their

events.• Become involved in the annual Honor Flight• Enlist your agents who are veterans to participate in

the program marketing• Advertise on your website• Advertise on websites for local veteran foundations

Satisfying the Needs of the Luxury Referral Client

Client Satisfaction is Multi-faceted

• The Client is Defined as the Referred Buyer or Seller• The Referring Agent• The Referring Brokerage

Components for Success

• Understanding the Luxury Client Profile• Agent Selection•Marketing• Communication

Understanding the Client’s Needs• Timeline• Pricing • Overall Expectations• Agent Expectations

Understanding the ClientDefining the Buyer Client’s needs.

• Needs assessment –Determine client’s current situation, lifestyle and expectations. • How do they want to keep things similar ? Are they

looking for something new?• Are they looking for a new lifestyle, new role at

work? Are they anticipating different family dynamics?

Unique Needs and Demands

• Time Perception (Their time is Valuable)

• Understanding , Relating and Respecting Perceived Importance.

• High Attention to Detail / Accustomed to Exceptional Customer Service / Effective Time Management.

Agent Selection• Matching for general request and compatibility

• Extensive Knowledge of Market Dynamics

• Negotiation Expertise

• Exceptional Performance Record / Outstanding Production

• Construction expertise / Product knowledge

Qualities in the Agent• Knowledge of Local Taxes / Laws / Zoning Ordinances

• Maturity

• Unique Networking Ability

• High Level of Discretion

• Willingness to Grow Business Through Referrals

Marketing Listing Referral• Luxury seller expectation is heightened

• Quality Photography / Website / Brochures / Drones

• Accompanied Showings / Pre-screened Buyers

• Use of Agent’s Exclusive Network / Influence• Industry of High Producers, Affluent Friends, local

business & social contacts and National / International affiliations such as Luxury Portfolio.

Unique Skill Sets

Outstanding Listing Agents and Buyer’s Agents have unique skills sets that are not always interchangeable.

Communication Setting realistic expectations / ongoing analysis (price adjustments).

Relocation Director / Referring Agent / Client Market ConditionsDays on the MarketPricing Housing Needs Vs Housing Inventory Availability

Satisfying the Needs of the Cross Border Referral Client

Cross Border ReferralsProfile of a Cross Border Referral Client (Buyer)

• In the midst of a mid-life crisis• Binge-watches House Hunters International• Francophile at heart• After several glasses of Bordeaux decides he wants to

buy a chateau in the south of France• Contacts agent for help

Cross Border ReferralsProfile of a Cross Border Referral Client (Seller)

• Discovers that long-lost great uncle passed away• Deceased great uncle leaves behind ramshackle villa

somewhere in Italy, Maybe Tuscany? Town name might end in “Y” or “I”, not sure

• Wants to sell villa, does not have paperwork, has never been to Italy

• Contacts agent for help

Set the bar low and beware of tire kickers.

Nicaragua is not an Address.

Embrace Caveman speak.

Exercise patience.

Accept differences in business practices.