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The nation’s #1 syndicated financial advisor, best-selling author, national TV and radio personality, former real estate agent and “America’s most trusted money guy” will share his financial principles and philosophies in one entertaining and action packed two-hour event!

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star power monthly | june 2010 | starpower.com 3

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37MARKETING WITH THE PROS

bonnie mullinaxwhat works when working leads

Learn how a combination of results tracking, preparation, and systems can

transform your leads into listings.

24THIS MONTH’S STARS

bob & rita driverthe genesis of success

How did two people entering real estate on a dare become some of the

most driven producers in the industry? It involves more cops, firefighters,

and rubber chickens than you’d think.

32INDUSTRY ICONS

nina cotrella thirst for something more

The chief executive officer of CRS and industry legend shares her path to

realizing dreams and creating success.

fe atu re s

CONTENTSjune 2010 features

star power monthly | june 2010 | starpower.com4

e n gag e

12 STARS UNPLUGGEDCanadian Star and stellar agent bill renaud is living evidence that pushing yourself and your business with coaching can get you to the top, and he tells you how to do it.

14 RISING STARHow did one-woman miracle lisa murray gross $10 million in 2009? She lets us in on the secret.

d i s cov e r

15 BOOKS FOR YOUR BUSINESSSee what these Stars consider must-reads, including the top picks from the publisher and CEO, alex charfen.

17 TOP TECH

The latest additions to the Realtor’s® arsenal. Plus, the most astute perspective on technology management we’ve heard to date.

18 TECH SPOTLIGHTReal estate technology authority james nellis ii tells us what’s hot in social media.

20 SCRIPTS & DIALOGUES FOR SUCCESSA buyer calls to meet you at a property. You know you need to get them in the office or qualify them over the phone. What do you say to avoid meeting them at the property?

i n s pi re

22 WHERE ARE THEY NOW?gary & nikki ulbadini: choreographing the future How did a guitar player and dancer-turned-international-musical-director-and choreographer become one of the most successful real estate teams in the country?

30 STAR TOOLS & TO THE NINESGet personal with this month’s featured Star.

g row

40 STAR GAZINGtodd buckley tells us how to tap into an ignored resource today for a stable tomorrow.

e v e ry i ssu e 05 CONTRIBUTORS

06 MAILBAG

07 SPM IN A MINUTE

09 LETTER FROM THE EDITOR

10 INSIGHTS WITH ALEX CHARFEN

42 NEXT MONTH’S ISSUE

32

22

d e pa rtm e nts

CONTENTSmay 2010


STAR POWER MONTHLYJune 2010 • Issue 05 • Volume 1

The official publication of star power™star power monthly is published twelve times per

year by Relativity Press, llc

Alex CharfenPUBLISHER

Adam PedowitzEDITOR IN CHIEF

[email protected]

Laura ScullinScott StandleyEmmett Barton

ASSISTANT EDITORS

Jessica Pendleton CarawayART DIRECTOR

[email protected]

Lindsay BurckDavid Wall

DESIGNERS

Andy NelsonPHOTOGRAPHER

Cadey CharfenADVERTISING DIRECTOR

877.70.stars

STAR POWER MONTHLY CONTRIBUTORS:Lisa Murray

Bill Renaud, Star Power Star October 1999Todd Buckley, Star Power Star July 2008

Bonnie Mullinax, Star Power Star November 2005Nikki and Gary Ubaldini, Star Power Star June 1994

James Nellis II, Star Power Star March 2006

STAR POWER BOARD OF ADVISORS:Allan Domb, Star Power Star September 1989Jeff Firnstahl, Star Power Star January 2007

Denny Grimes, Star Power Star September 2003Ashton Gustafson, Star Power Star January 2010

Patrick Lilly, Star Power Star August 2007Jim & Linda McKissak, Stars June 1994

Steve Westmark, Star Power Star January 1989Debbie Yost, Star Power Star May 2000

Please send your comments, questions, editorial contributions and letters to the editor to [email protected]

star power Monthly subscription is free with star power Club Membership. For more information on Club Membership, please contact 877.70.stars. If you are a non-Club Member and would like to subscribe to star power monthly, cost of individual purchase is $19.99. All advertisements contained in star power monthly represent star power Recommended Suppliers, an elite group of products and service providers committed to providing star power Club members with the utmost in quality and service. Visit www.starpower.com/recommended-suppliers for more information. POSTMASTER: To cancel your subscription or change mailing address, call 877.70.stars. Printed in the U.S.A. Reproduction of editorial content without written consent is prohibited. Copyright 2010 Relativity Press, LLC.

LISA MURRAY, This month’s Rising Star, is the broker-owner and sole employee of RE/MAX Sun Properties in Fountain Hills, Arizona. She attributes her amazing success to being deeply involved in her community.

www.yourfountainhillslifestyle.com | fountain hills, az

BILL RENAUD, star power star october 1999, is one of star power’s only canadian stars and highly recognized throughout north america as a top producer. Renaud is also a coach, motivational speaker, and trainer. He is co-owner of Ottawa Properties in Ottawa, Ontario.

www.ottowaproperties.com | ottowa, ontario

TODD BUCKLEY, star power star july 2008, is a broker/owner of the Buckley Jolley Real Estate Team and a student of the market. Todd and his team achieve results by keeping a watchful eye on housing trends and focusing on the fundamentals of economics.

www.buckleyjolley.com | brighton, mi

BONNIE MULLINAX, star power star november 2005, and Wes Mullinax lead a group of full-time staffers that make up not only the most successful real estate team in north Georgia but also one of the best in the nation. The Mullinax team keeps their marketing strategies effective by tracking the source of their leads and focusing on results, not trends.

www.mullinaxteam.com | cartersville, ga

NIKKI AND GARY UBALDINI, star power stars june 1994, met in the entertainment industry 30 years ago, a guitar player and a dancer, and their rocketing real estate career has been quite a show ever since. The Ubaldinis and their amazing and educated team continue to reach great heights in production each year.

www.garyandnikkiteam.com | tampa ba, fl

JAMES NELLIS I I , star power star march 2006, combines traditional sales techniques, learned from a family of Realtors, with the newest approaches to marketing. The result is a top producing northern Virginia agency which serves 100 families a year and a national speaking tour on technology in real estate.

www.jamesnellis.com | alexandria, va

JUNE CONTRIBUTORS


page 34

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page 31

page 18

page 44MAY�2010

$19.99starpower.com

MailBag

Thanks to everyone who wrote in response to our last issue.

Want to tell us something? Send your thoughts and suggestions to [email protected] or post a comment at www.starpower.com/forum.

star power monthly reserves the right to edit letters for length and clarity and publish them in any medium.

FAN MAIL

Great information picked up on Jeff Firnstahl’s article, “Marketing with the Pros.”

—dav i d h ag le r

I recently finished listening to Laura Duggan and Patrick Birdsong’s star power interview and must share a success I had using one of the systems. The expired card seemed perfect for my market—certainly something no one else is doing.

I sent 10 cards last week. I received two listing appointment calls right away. I followed the card this Monday with my first expired postcard from my own program and received two more calls today. I have also been farming some fsbos, so I modified the card for them and received an appointment call this evening. That card does the trick. I’ve had good return on my postcards and letters—but never so quickly. Thank you! I’ve listed the first two properties and because the first two happened so quickly and went

so well, I have great confidence for the next three appointments.

The company I worked for as an assistant closed at the end of 2008, so I was forced out to list and sell on my own in 2009—I am settling into what I “will do” to have a successful career as a real estate consultant. The year 2009 was not as productive as I wanted, but not as bad as I expected. I fortunately attended the star power Conference in July and have continued with the star power Club. I think this year will be the beginning of a great dance!

—li sa b i e r i

I think it is perfect!

—k y le tr i p o li

MAY’S ISSUE

Ashton [Gustafson] and I think star power monthly is the best real estate magazine in the industry. Thank you!

—d e n n y b i s h o p

Above: Sometimes you have to play hard to work hard. (Left to Right: Bob Driver, Rita Driver.)


6 ways coaching has taught Canadian All-Star Bill Renaud to change his life (page 12):

1. Relying on your “autopilot” 2. Knowing your purpose3. Taking responsibility for your choices4. Staying in shape5. Knowing you deserve the best6. Living for today, tomorrow, and in between

star poWer Monthlyin a MINUTE

A few key items to take away from this month’s issue.

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4 scripts for foursituations Bonnie Mullinax always has in her pocket

(page 37):

1. When callers want to buy 2. When callers are “ just looking” and

don’t know if they need help3. When callers are “ just looking” and

don’t want help4. When you’re not in the office and a

caller gets your voicemail

“I tell my clients: ‘When you find the

right house, it will hug you.’ ”

–rita driver (page 24)

“Block time in your busy week to look at your market and your business from 30,000 feet.” —toddbuckley(page 41)


There are just a few short weeks remaining until the big event, and our entire team at star power Systems couldn’t be more excited!

Personally, I’m looking forward to seeing all of you: the Stars and Club Members whom I ’ve had the pleasure to communicate with all year. While it is our mission to provide the greatest information and education available in the real estate industry, I am honored to learn from each and every one of you on a daily basis through our Member Forums. Your innovation and ingenuity in the face of challenges, your candor and willingness to share are inspiring to say the least. It will be entirely my pleasure to get to know you better this July in Tennessee.

For most of us, the annual conference was our first exposure to the star power organization and greater philosophy. It’s perhaps where you first learned about other agents across the country who shared your passion for real estate and drive to succeed. Maybe it’s where you discovered an astonishing secret that both increased your gci and decreased your time spent in the office.

For me, it was the first time I met the legendary Howard Brinton … need I say more?

This month, take some time to recall the first star power Conference you ever experienced. Think about where

you were—both professionally and personally—as well as what you learned there that has helped you grow and achieve success. Knowing the caliber of professionals who are star power Club members, I’m certain these memories are incredible stories.

I welcome you to send your favorite memories to [email protected]. We’d love to share them in this publication and in recognition of the tradition of excellence star power has carried on for more than 20 years.

All of us at star power monthly look forward to learning more about you, and meeting you in July … Murfreesboro, Tennessee, here we come!

ADAM PEDOWITZeditor in chief

star power monthly

“Success is neither magical

nor mysterious. Success is

the natural consequence of

consistently applying the

basic fundamentals.”

—JIM ROHN

who’s ready for star power conference?

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LETTERfrom the editor

as a college student i asked my mentor and instructor, “What‘s the one piece of advice you can give me that will allow me to get ahead in life?” At the time I just wanted to get ahead faster than anyone else. I was looking for the key to speed in advancement, not necessarily a life lesson.

I ended up receiving much more. His reply was elegantly simple, as great advice often is:

“Autograph everything with excellence.”Being young I found this too simple, so I pressed

for explanation. “What do you mean?” I asked, “Like, anything worth doing is worth doing right?”

“No,” he replied. “That is a fallacy. Simply doing something right will only allow you to keep up with those who are also doing things right. In order to get ahead and achieve the extraordinary, you have to strive to do everything with excellence.”

At the time I didn’t know just how sage this advice was and certainly did not give it the attention it deserved. In truth, I thought I was being blown off. What I didn’t realize was that this simple statement,

“Autograph your work with excellence,” would resonate and grow into a part of my daily life, even to this day.

You don’t have to look any farther than this issue of star power monthly to see an example of a professional who signs everything she does with excellence. Nina Cottrell began as a secretary—what some would call an entry-level position—at the National Association of realtors®. For Nina this was not an entry-level position or dead-end job.

WITH ALEX CHARFEN

with Alex Charfen

Left to Right: Babs Brinton, Nina Cottrell, Howard Brinton.

The Autograph of Excellence

“Simply doing something right will only allow you to keep up with those who are

also doing things right.”


INSIGHTSwith alex charfen

It was temporary and transitional. Part of the definition of excellence is “to transcend” just as Nina transcended

her first position with nar. See, Nina knew that she was destined to accomplish more and become more. I assure

you that if we were able to see Nina at the genesis of her career, we would see a driven professional who radiated (and to this day still radiates) excellence. There are few professionals in any industry that have a presence like Nina.

I remember the first time I had the privilege of meeting Nina. Howard Brinton had described her as poised, elegant and always impeccably dressed. He told me,

“When you see her you’ll know ‘that’s Nina.’” So walking down a hallway at a crs event in California where I was speaking, I looked up and confirmed Howard’s promise. I knew I was walking toward Nina. If anyone exudes professionalism, brilliance and excellence, she does.

Nina is now the ceo of the Council of Residential Specialists, one of the most influential educational organizations in the real estate industry. During the past two decades of her leadership, Nina has influenced and improved the careers of tens of thousands of agents. I feel incredibly fortunate to count her among my esteemed colleagues.

Our production team and I had the opportunity to spend three days in Memphis, Tennessee, with Bob and Rita Driver, our star power Stars for this month. Now you have the opportunity to learn about them in this magazine, and watch them in the star power Spotlight Video. The postulate that “excellence excels” is proven again when one examines how this dynamic

couple does so much with seemingly so little. In an industry where the average agent closes less than one transaction a month, The Driver Team is averaging about one closing every couple of days (with three total team members).

These types of results not only demonstrate excellence, but also show just how much can be done with so few direct resources. When you dig into the story of Bob and Rita, you

find that excellence is absolutely contagious. They have surrounded themselves with a team of service providers and a supporting cast that allow them to reach beyond just their capabilities and achieve incredible results.

You can do this as well. Hold yourself and the people around you to a high standard, and you will attract the same. The very essence of star power … Success Shared, is finding the excellence in each of us, quantifying it, defining it and then passing it on to those around us. Through this process, our excellence grows into something even greater.

Today, tomorrow, on the next project you start or finish, I challenge you to ask yourself: ”Have I autographed this with excellence?”

Simply asking this question may change your life.

ALEX CHARFENchief executive officer

Left: The star power team captures Bob and Rita Driver on camera during their Spotlight interview. Right: Alex Charfen and Adam Pedowitz, the Editor of star power monthly, travel to Memphis to meet with Bob and Rita.

“What I didn’t realize was that this simple statement, ‘Autograph your work with

excellence,’ would resonate and grow into a part of my daily life, even to this day.”



engage. Sta rS Un plUgged

Every Star has a story about how they found their way in the business. Bill Renaud offers his.

there is no doubt about it—coaching has changed my life. In the last 17 years, I have been coached and I have been a coach. I went from a new Realtor® to a top agent very quickly, but what kept me here was a coach—someone to know my business and limit my mistakes. Of the 17 years I have been in the real estate business, I have been in the top one percent for 15 of those years. Would it surprise you to know that I have had a coach for most of that time? Here is how coaching has changed my life:

1. Rely on Your Autopilot It is so easy to get distracted and off-focus in this world. We are all so busy with our families, work, friends, hobbies, deadlines and obligations. A coach helps you stay on track, similar to how an autopilot helps a pilot. The pilot is essential for taking off, landing and maintaining the safety of the aircraft and passengers, but once the plane is in the air, the auto-pilot’s job is to check every second to ensure that the airplane continues to remain on course and on time. It is your job to start projects, finish projects and successfully run your business, but it is your coach’s job to make sure you know where you are going. Your coach keeps you accountable and on track. Having clarity of goals, directions and actions is often the biggest missing link for those searching for success.

2. Know Your Purpose Coaching has given me a purpose. I now know that my purpose in life is to help others. Coaching allows me to prevent others from making the same mistakes I made. For me, that is very fulfilling. Realizing how having a coach changed my life, I am able to extend those benefits to the people who I now help through coaching.

3. Be at Choice We are all responsible for our own actions. We all make choices with everything we do. Having a coach gives you someone to bounce ideas off of, someone to be your sounding board, someone who knows exactly what you are talking about. Coaching is a long-term relationship that is constantly helping you grow and learn. Coaches “call you out” on your actions (or inactions!) and help prevent you from making the same mistakes they made. They help you to make a plan and follow through on it. These are all choices you make that help you become successful—from deciding to have a coach to deciding to take action each and every day.

4. Have a Body That Works One of the first coaches I ever had asked me to interview both poor and wealthy people in nursing homes. Guess what? Not one person I interviewed said, “I wish I had worked more.” Instead, they all said, “I wish I had exercised more.” They wished for healthier bodies so they could travel and enjoy the money they had made during their careers. Others wished they had a partner, or a family—someone to spend time with. They suffered from ill health and loneliness. I can also see this trend in other people I know. I have coached people who have made loads of money, but have no health or personal life. So, having a body that works is very important to me. When my body is done, it’s done—no matter how much money I’ve made. My job is to keep it healthy.

5. Know That You Deserve the Best All great athletes have coaches. We would never expect an Olympic athlete to compete without the benefit of a coach. Professional sports teams have coaches and this seems very commonplace to us. Yet, we look at life

TOP 6 REASONS WHY COACHING HAS CHANGED MY LIFE


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in business and decide to just wing it? This attitude never made sense to me. I have always felt that if I was sick, I would want the best doctor. If I had a legal problem, I would hire the best lawyer. So, it seems only natural to me that, in business, the best possible person to understand me and help me reach my goals is my coach. When it comes to my business, I want the gold medal!

6. Today. Tomorrow. In Between. Coaching has taught me to live for today, plan for tomorrow and find a balance for everything in between. You can’t ignore the present and there is no denying that the future will come one day. Your job is to be prepared for it, but it should be realistic according to your age, your lifestyle and your personal goals. How would your business and family survive if you had a health crisis or just wanted to take a sabbatical? Could you live for a whole year with no income if you needed to? Could you drop everything and go to a developing country to build schoolhouses or deliver needed supplies? How I live for today but plan for tomorrow is this: pay cash, live below your means, build passive income, watch tax deductions but don’t live or invest for them. When

“tomorrow” comes, I’ll be ready.

Before I embraced coaching, I was crazy busy. Successful in business, but no life balance. I found myself running from one deadline or appointment to another all day long, each and every day. Coaching helped me to realize that I should have been busy building a business, instead of just doing a day-to-day job. Real estate careers should fund the life we want to live, not be a life! With coaching, I get to live my best life. Are you living yours?

story by: bill renaud

HAVE FUN, MAKE MONEY, HELP PEOPLE

I strive to live a balanced life every day by following these three principles:

HAVE FUN This one is easy. If you

are having fun, it shows. People want to

be around other people who are having

fun and enjoying life. Do what you love. It

will be clear that you truly enjoy what you

are doing and your happiness will act as a

magnet to like-minded individuals, drawing

them to you. Although having fun is at the

top of my list, the reality is that you can’t

have fun if you don’t make money! So, have

fun, but see below first …

MAKE MONEY This one may seem

obvious, but the other two principles rely on

this one. If you only make enough money to

pay the bills, you are limited in the amount

of extras you can do such as helping others,

helping yourself, donating to charities and

having fun. The more you make, the more

you can do.

HELP PEOPLE No one can survive for

long in this world alone. In my experience,

by helping others grow, you grow yourself.

Helping others to succeed keeps me

accountable—I need to do what I say I will,

and I expect the same from those I coach.

These three principles really are my “circle

of life.” They are all inter-connected. By

making money, I can afford to do more

fun things and help more people. Helping

people is very gratifying and fun for me.

When it shows that I love and have fun at

work, I naturally make more money, which

allows me to help more people. I’m so lucky

that coaching has allowed me to live such a

full and balanced life, while staying true to

my core principles!


when did you start in real estate? I started in 2005 during the boom (which was not my reason for getting licensed). Most people assume that would be a great time to get started. Actually, it was just the opposite. If you consider that most agents build their clientele by sitting open houses … there were no houses to sit! So, I took advantage of my slow time while still having another job and got my gri designation.

what did you do before getting into real estate? I was a flight attendant with Northwest Airlines for 17 years. That was like getting my Ph.D. in customer service.

what prompted you to make the transition into real estate? Well, as you can imagine, the job was never quite the same after 9/11. The company kept slowly cutting our pay. Sometimes subtly through reduced benefits and then, not so subtly with a 40 percent pay cut. I was fortunate that I never felt trapped by the tunnel vision that so many other flight attendants suffered from. I tried taking a leave of absence so I wouldn’t actually have to quit, but I was recalled six months later. So, I picked up that 500-pound telephone and burned my 17-year bridge! It’s probably been the best thing I ever did.

what is your business focus? cueing™—Creating an Unforgettable Experience! It’s an idea from John Hersey, the motivational speaker. It means that I do whatever I can to go that extra mile. A car full of snacks and water for clients looking at a home really helps out on a hot day. I use the re/max Care program to donate to the Children’s Miracle Network or Susan G. Komen Race for the Cure® for breast cancer. It’s my closing gift to clients. They choose which foundation a portion of the sales transaction goes to.

what have you done to continually improve your business? If an educational opportunity comes my way I always try to take advantage of it. I believe it’s what sets me apart from the others. I see it as an investment in my business.

what are the most effective systems you have in place? That’s actually my weak spot! I am starting to utilize some virtual assistants to help me get some better systems in place. I ’ve used Best Agent Business for helping me call leads and people I don’t have

time to call. I also use RealSupport for help with listings and getting things up and running on my web site. When I’m busy, it’s a big help. They sent out letters to sellers with links to the web site. They are very professional.

what’s the next challenge for your business? My personal challenge is to find balance and have more time to enjoy the fruits of my labor. I always strive to achieve a life/work balance. I feel blessed to have the business I have. I also challenge myself to implement little things I’ve picked up and learned. Also, you can’t be a secret agent. I ’m out there at every single thing in town. I’m a member of the Fountain Hills Chamber of Commerce and the Kiwanis Club. When people see you all the time, you become top of mind.

lisa murray’s stats2007

gross sales volume: $8,332,500

total transactions: 11

team size: no team

2008



team size: no team

2009



team size: no team

riSing Sta r

Lisa Murray

engage.

RE/MAX Sun Properties

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As the real estate market evolves and the need for a true market expert has emerged, I believe there is another trend emerging—the need for a true business professional who is also a licensed real estate agent. There are many real estate agents who are market experts, product experts and who understand real estate intimately. It is clear to market observers like me that those agents who become master business practitioners and functional leaders will excel in any market and lead industry growth.

We are seeing the rules of what it means to be an extraordinary agent re-written. While it is uncommon for an agent to close a deal a month and be considered a success, we are now seeing agents (like this month’s Stars Bob and Rita Driver) who are closing a deal on average every three days. I believe the difference is that these extraordinary agents are also extraordinary executives.

While becoming a business and not just real estate expert may sound complicated, it does not need to be. In fact, Patrick Lencioni’s book “The Four Obsessions of an Extraordinary Executive” presents a simple strategy for leadership and organizational growth in an engaging fable. Like the principle of Occam’s razor, Lencioni masterfully simplified these “obsessions” into four simple strategies:

1. Build and maintain a cohesive, trusting leadership team

2. Create organizational clarity3. Over-communicate organizational clarity4. Reinforce the message through human systems

Those of you reading who are independent practitioners may look at the four items above and ask why you even need these strategies without a team. However, this is the perfect time to begin your journey into the obsessions and create the systems that will evolve as you build a team and gain leverage. Even the solo practitioner can build a cohesive supporting cast of title professionals, legal professionals, accountants, inspectors and more to help grow a business.

How novel of a concept would it be to host a lunch meeting with your supporting cast to explain your business plans to all of them and let them know where you will be taking your business? Gather the professionals you work with in one place and explain to them—at the same time—how you intend to grow your and their businesses. The real question is why aren’t more agents doing this!

If you already have a team, following the four obsessions will give you practical guidance on just how to grow your team in a stable manner, even in the most challenging business or market environment. This concept may seem too simple, but in my mind the most elegant solutions often are and there is no need to make them more difficult than they need to be.

—alex charfen

Publisher’s Pick

THE FOUR OBSESSIONS OF AN EXTRAORDINARY EXECUTIVE: A LEADERSHIP FABLEpatrick lencioni

BookS for YoU r BUSin eSS


discover.discover.

1 the total money makeover: a proven plan for financial success

author: dave ramsey

The last book I read was The Total Money Makeover by Dave Ramsey. It’s ironic that he will be the keynote speaker at the star power Conference this year. I learned so much from this book; it was emotional on some levels because I could relate to so many things that Dave said. In these trying economic times I have referred the book to family, friends and clients.

It has changed my business in the sense that I scrutinize my spending habits more. Do I really need it? Will it enhance my business? In five years will it still have value? The Total Money Makeover has taught me to be a better negotiator for my clients and myself. I am more focused now on my financial future and the freedom that comes with it. Like Dave says, “Live like no one else, so you can live like no one else.” I’m a believer!

heidi hinesstar power star september 2007

www.teamheidi.com | charlotte, nc

2 the e-myth revisited: why most small businesses don’t work and what to do about it

author: michael e. gerber

I truly feel that The E-Myth by Michael Gerber has had more influence on my life than any book I can think of other than the Bible. If I do anything more than one time, there needs to be a system put in place. Whether it’s setting something up in my office or at home, it needs to be systematized!After my 77-year-old mother had

both hips replaced, I stayed with her upon returning home to systematize her life. It gave her so much peace of mind and security. Life is so much less stressful if I do this in all phases. It’s even more important as we age. The outcome is much more predictable even if it is getting ready for work

in the morning or processing a listing or sale at the office. With systems, I don’t have to think about the routine things and can concentrate on creativity as well as new ideas for solving the bumps in the road along the way.

glenda williamsonstar power star june 2006

www.glendawilliamson.com | decatur, il

3 the answer: your guide to acheiving financial freedom and live an extraordinary life

author: john assaraf

The Answer cost me several nights’ sleep. I couldn’t put it down, but at the same time it is so rich with information that I didn’t want to rush though it! Using cutting-edge research into brain science and quantum physics, the authors show how readers can actually rewire their brains for success and create the kind of lives they want.Talking about the philosophy of the law of attraction is all well and good, but the authors take the immense subject of the law of attraction and lay out a real (and understandable) system that weaves in practical applications anyone can take to ensure we’re

“doing our part” to set ourselves up for receiving and creating an extraordinary business and life!The Answer is the missing ingredient that brings the principles of The Secret to concrete fruition! More than just “thinking about what you want,” the authors give a complete plan of both the mental and physical actions that literally anyone armed with desire and determination can use to see their dreams come to life! I am excited to share this visionary work with everyone.

allison simson star power star june 2008

www.summitrealestate.com | dillon, co

member picksmember picksLiterature of success: sources of constant inspiration.


BookS for YoU r BUSin eSSdiscover.

SHOWING DESK www.showingdesk.com

ShowingDesk is such a great tool for any listing agent. Not only does

it keep detailed records of each showing, but it also keeps the feedback! When the appointment is made, ShowingDesk emails the seller a reminder of the date and time. Once the showing has taken place, it automatically emails the

agent for feedback. It will attempt to email the agent three times before stopping. Once the feedback is received, it can be forwarded directly to the seller. This takes so much time out of keeping the seller updated! One major complaint about agents is, “We never get our feedback.” This eliminates so many phone calls and our sellers just love it. Another great feature is automatic updates directly from the mls (new listings, price reductions, all cooperating agent’s information, etc). This program has been a great tool for us to keep our sellers updated and informed.

jette youngbloodstar power star february 2006

www.jetteyoungblood.com | logan, ut

TELEVISION MARKETING COMMERICAL

I thought long and hard about this, but our tv commercial is my favorite piece of tech n o logy. I t produces so many l is t in g leads an d brands us so well that we hardly have time to prospect. I spend all my time listing and following up and negotiating. I love my computer, Top Producer, my iPhone,

RealPro, etc, but a good television commercial is done with a limited amount of effort and then continues to produce lead after lead after lead. It is the best lead generation technology I have found. Last month, we sold 41 homes in 31 days with very little time for prospecting. We followed up very quickly on all the leads and are masters at scripts so we deliver with great service. The rest just falls into place with the continued branding and exposure to our past clients who then send us referrals because they see us on the television all the time.

paul wheelerstar power star july 2007

www.accentrealtors.com | tulsa, ok

SEO SERVICES FROM PROSTEP MARKETING

I am very impressed by the seo results on my website www.bradkorb.com. The leads keep coming in, and I don’t have to do anything extra. I no longer have to use pay-per-click advertising, which is a wonderful thing. The staff at ProStep Marketing is wonderful, helpful and proactive. We are receiving an average of two leads per day from this one website. I have five buyer’s

partners and they are extremely busy following up on these leads, in addition to the other leads that come into the office.

With the addition of the short sale foreclosure help on my site, I am also receiving a bunch of good leads of sellers interested in how the short sale process works. This seo program is definitely helping to increase the number of online leads and calls into the office!

brad korbstar power star may 2008

www.bradkorb.com | burbank, ca

toptechWHAT PIECE OF TECHNOLOGY SAVES YOU THE MOST TIME IN YOUR BUSINESS ROUTINE?


discover.tech nologY

PLUG INYOUR

COMMUNITY

1. Establish “love me” Videos. When you create award-winning service you need to capture the results and the experience your clients had with you. On the day of closing we ask buyers and sellers to give us their feedback about working with our team on camera. This is huge for the endorsements of today. Rather than getting something in writing, that many agents have and many clients never take the time to read, you have clips that can be used in all different forms of marketing. I created the term “love me” video by design. When we do our jobs correctly clients indeed love us and our services. You are now giving them a platform to talk about it.

2. Seller Videos: This is the new way to market homes. This is a huge opportunity to distinguish yourself from your competitors and an effective new way to present your listings. The video is from the eyes of the sellers, those that truly love the home and have put a lot of care into the upgrades and remodeling. It’s a virtual open house with video interview and still photos of the home. We put these right on the custom marketing page for the home along with disclosures and it’s a great one stop shop for buyers looking for information on the latest listings.

What’s Hot:Videos, Skinning &Community Sites

mastering technology seems to be an elusive strategy for any small business. our real estate team has always leaned towards the “bleeding edge” because of my passion for being ahead of the curve and my desire to obtain the new tech gadgets that come out. whether you are a “tech geek,” “wannabe techie” or even a “non-techie” this article is for you. i spend a lot of my time disseminating different tools and technology for our real estate team in northern virginia and for audiences around the country. i have found that with minor implementations you can provide a unique service and differentiate yourself from your competitors.

story by: james nellis iiillustration by: david wall

video


discover. tech nologY

PLUG INYOUR

COMMUNITY

getting skinned

Social media has reached new levels in that many of these sites have not only become interactive but can also be used as landing pages or stealth pages for businesses. Skinning is the act of layering over a social media site or free site that is owned by another company. Facebook, Twitter, Posterous and even YouTube all give this option. You will need to consult a graphic designer and web designer to get it done. You can also go to: www.getskinned.com

community pages and websites

Residents of a community seek identity in the areas they live. They take ownership of content and take pride in the neighborhood they have selected. An old rule of real estate is that buyers will buy the neighborhood before they ever buy a home. So if they are all seeking the “right” community a place that

“feels” like home, why not provide them that opportunity online?Community Facebook pages are growing in popularity, each one focusing on

things to do in a community or city of interest. This Facebook phenomenon is easily seen if you type in a city name or search for 365 and then the city name. Many realtors have already started these sites for various cities. Don’t get hung up on the 365 (posting something for every day of the year) but the concept. The online communities want the ability to connect in both person and online. They also want to be able to “brag” about their area. So give them the opportunity! An example from Facebook is: www.facebook.com/AlexandriaTalks.

You can also do this with individual community urls. Sites specific to a niche community you want to serve or perhaps where you live are the beginning stages of you mastering an online version of a geographic farm. It must be interactive, where people have the opportunity to comment and find out new things about your area. Think of this as a great relocation tool for new consumers coming to your city or niche community.

As you think about what to do, start thinking about involving video for your community sites and including photos of the local area geo-tagged online. Here are some examples of what you can do:

1. restaurant videos: People love food. They want to share experiences and unique places to go. Restaurant owners rarely have a good web presence and typically do not have any videos about their place of business or the food they serve. Residents and consumers are more likely to click on a video than read through copy about a restaurant review.

2. community festivals and projects: clients looking for a neighborhood that “feels” like home will be concerned with the people that live there and the events that take place. Interview people making a difference and ask why they are so freely giving of their time.

3. farmer’s markets: The summer time is a great chance to get some footage. They produce lively images and are a social event for the entire community.

4. schools: So many buyers are focused on school districts for their children and resale. Which also means that they are looking online for them. This gives you a unique opportunity to cater to an audience that is currently not served.

Four Mistakes to Avoid:

1. spending money on the latest & greatest tools. Know your budget and stick to it. 2nd generation is normally better than 1st generation tools, so wait, read reviews, ask around and make the right decision.

2. poor video quality: If you don’t know how to do it, start slow or hire a high school av student or a college student. You can get them at very good prices as long as you have a blueprint for the video.

3. skinning: If you don’t have the expertise—hire it out with a virtual assistant or through other resources. I started www.getskinned.com because there were no great options for my own skinning.

4. doing all community pages/urls at once: Buy them all now online and then start slowly with a goal in mind for each one. Don’t do them all at one time.

“An old rule of real estate is that buyers will buy the neighborhood

before they ever buy a home.”



Scrip tS & dia logU eS for SUcceSSdiscover.

a buyer calls to meet you at a property. you know you need to get them in the office or qualify them over the phone. what do you say to avoid meeting them at the property?

“Mr. and Mrs. Buyer, could you stop by our office for a few minutes prior to the showing of the home? It will give us the opportunity to not only review the paperwork on this home, but view listing sheets on some other homes in the area that are similar. If you like them, we can set them up as well. We might as well look at a couple in the area so you can compare! It is also important that we understand fully what you’re looking for in your new home including the time frame you prefer. By the way, have you spoken to a lender yet for a pre-qualification? If not, I can give you a list of great lenders when we meet so you can shop for the best rate available in today’s market. We also have a wonderful buyer packet with lots of information that would be helpful in your search. Would 4:00 or 5:00 work for you today?

Marilyn Kohnpeoria, ilstar power star jaruary 1998www.marilynkohn.com

“I appreciate your call and will be happy to show you that property. Many agents will just meet you at a property and open the door, but will often do little else to provide leadership and direction, both of which would save you a great deal of time in your search and ease your frustration from bouncing around from listing agent to listing agent in this enormous sea of inventory. In a few short minutes, I will help you to set your expectations and show you how your search can be vastly simplified, enabling you to find your dream home now! Please meet me at my office at 37 Johnson Ferry Road and then you can either ride with me or follow me to the property. Would you prefer to meet at 9:30 or 1:00 tomorrow?

Marsha Sellatlanta, ga

star power star jarurary 1996www.marshasellsatlanta.com

“So, you’re interested in purchasing a home? Just in case we’re disconnected, what is the number you are calling from? Great. Will you be paying cash or obtaining a mortgage? The reason I’m asking is that in today’s market, banks are stricter that they have been in the past. If you are obtaining a mortgage, I can have my lender call you at the number you shared with me. Would that be okay? Great! I’m currently with a client right now but it would be my pleasure to speak with you once I finish. I have your number, but can you also share your email as well? Great! My lender will be phoning you and will follow up with me as well. I look forward to helping you and your family find the perfect home. You can expect my call at 4:00 p.m. today.”

David Burkenaples, flstar power star february 2001www.teamparadise.com

THIS MONTH’S CHALLENGE:

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Have a great idea for the next Script Challenge? Email your challenge to [email protected]

Real Estate Website Systems that Grow with YouWhether You Are...

Real Pro Silver

1400 Executive Parkway • Suite 460 • Eugene, OR 97401(541) 743.8500 • www.RealProSystems.com

Established AgentReal Pro Gold

Team or BrokerReal Pro Platinum

DARE TO COMPARE.You owe it to yourself to take 5 min to compare. Visit www.realprosystems.com/best-agent-websites

JUST ASK ALL OF THE STARS WHO USE REAL PRO SYSTEMS


Wher e a r e theY noW? inspire.

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we had always bought houses and dabbled in real estate a bit, but while we were doing our show in Canada (the very busy busy and quite successful show where Shania Twain got her start) we ended up just getting killed on our house there. We knew we wanted to learn more about the real estate industry, and after we were married and returned to Florida with our old producer, we decided to really sink our teeth in.

In 1986 we officially began our careers by entertaining in a Vegas-style review six nights a week while steadily growing our practice to more than 100 transactions per year. We got our licenses, got into meetings and really got into the competitive environment. One thing we can tell you about this period in our career is that we did a lot of research. And by research, we mean to reference that old saying, “When you copy one thing, it’s plagiarism, but when you copy lots, it’s research.”

We learned on the go and absorbed things quickly. We copied the marketing that we liked, watched local top producers, emulated them, started hanging out with them and eventually matched them. During that time we also went to local training events and conventions with the company, which is where we met some amazing agents and truly fascinating people.

And then we met Howard

We became star power Club members immediately. When we first met Howard Brinton in 1992 we had a small

team of three administrative assistants and closed 125 transactions for $12 million in volume. We listened to the interviews in the car every month (which were on cassette tapes back then!) We would listen over and over again until all of the sudden the scripts of the Stars started coming out of our mouths and we didn’t even realize it. So, of course, we jumped at the opportunity to attend the very first star power Conference for couples in Aspen, Colorado. We finally met these guys face to face and we were Star-shocked. Then we became friends with them to boot. The conference was a dream come true for us and we’ve been to every one since with the exception of the years each of our kids were born. After that first conference in Colorado, we implemented the ideas of Tony DiCello, Allan Domb, Steve Westmark, and Tupper Briggs and our production skyrocketed.

During the listing side of the conference, we were asked, “What would heaven look like?” Well, Gary thought heaven must be never taking another buyer out in his car again. So, Nikki took over. We built out the buyer side of our team and were the first people in our market to add buyers specialists. We knew we had to duplicate ourselves or be satisfied with less business. One thing we weren’t going to do was miss our kids grow up.

At that same conference, Tony DiCello taught us about “seagull management,” where you fly in, dump on your staff and leave. This was a huge Aha! moment for us. We learned how to work with people, train them, set expectations and then inspect what we expected. No one

Gary & Nikki Ubaldini

star poWer Monthly sat down with one of the most commanding couples in real estate, and on their 30th wedding anniversary no less, to ask them just how a guitar player and dancer-turned-international-musical-director-and-choreographer turned into one of the most successful real estate team in the country.story by: gary and nikki ubaldini


handed us a manual on how to build a team. So we winged it. We helped each other through tough times back then and always leaned on our star power network for support.

Mommy & Daddy Marketing

One of the best things we ever implemented was Tupper Briggs’ postcard marketing ideas. We either used these directly or tweaked them to fit our brand. In fact, we were the first people to use our children in these campaigns. Chris Bird told us to pay our children to work in our business. Well, our child was 18 months old. So we paid her modeling fees and did some really fun and incredibly successful postcards. Our campaigns worked very well, especially with our girls. At the time we always cemented campaigns by using the same campaign on postcards, magazine ads, tv and outdoor advertising. It created a significant number of “come list me” opportunities, especially when our girls were bragging about our success stories and asking people to call their mommy and daddy to help them with their real estate needs.

Welcome to the Family

When we were interviewed by Howard along with Jim and Linda McKissack in 1994, our production had reached 187 transactions and $18.6 million in volume. We had never met the McKissacks, but were told this couple in Texas did business similarly and we would be interviewing together. We became fast and furious friends, then business partners, and now we travel together and own Keller Williams market

centers together. Our kids even think they’re cousins; talk about a star power family!

Because of Howard and all the sharing of the Stars in this network, our production continued to grow to more than 250 transactions for over $60 million in volume. Today, our team consistently serves more than 100 families a year and we continue to build other businesses in addition to our sales business.

Over the years we have “seventh leveled” our sales jobs on the team as discussed in The Millionaire Real Estate Agent by Gary Keller. What that means is we have replaced ourselves in our day-to-day sales operations with talented people that use their proven systems. The team is a true business now that it does not require us to personally do the daily job of listing and selling houses.

This allows us the freedom to continue to build three real estate offices, two title companies, and a Keller Williams South Florida Regional operation with nearly 3,000 agent partners and 26 Market Centers.

An important lesson we have learned in our career and one we continue to try to master—is how to identify, attract, and hire talented people for our businesses and then help them accomplish their goals and dreams by holding them accountable to their action plans through one-on-one meetings and coaching. Helping agents and business owners and learning to succeed through others has truly become our passion.

The most effective advice we’ve received and can give to others is Howard Brinton’s mantra: “Get out of judgment and get into curiosity.” This is the foundation for the consultative buyer and seller processes that we use and teach. Gary Keller’s philosophy, “No one succeeds alone,” has also become a fundamental part of our lives. We know we would not be living the life we’re living without star power and all the wonderful friendships we have been blessed with.

We operate under the perception that, “If you help enough other people get what they want you will always get everything you want.” Our focus now is on helping other agents and real estate company owners build their businesses so they have careers worth having, businesses worth owning and lives worth living. We look forward to making a difference in and having a positive impact on the lives and careers of our team, our agent partners, and our fellow real estate business owners to help them reach for the stars and succeed at the highest levels.

Without this network we wouldn’t have the relationships to build what we’ve built. There’s a lot of heart and soul in this network, stemming from Howard and now continuing with Alex. It’s a very special thing to a lot of people, and it has meant the world to us.

“Without this network we wouldn’t have the relationships

to build what we’ve built.”

Top and Above: Creative marketing and teamwork always produce top results.

Leading a small team in Memphis, Tennessee, Bob and Rita Driver have created an ironclad network of vendors, sup-pliers, referrals and repeat customers to help reach their goal of becoming “legends” in real estate. Lawyers, loan originators, media representatives and handymen; it seems as though the entire city of Memphis (and then some) have been recruited to assist clients of All Stars Realty/The Driver Team.

A Cop on a DareBoth Bob and Rita’s path to real estate included a layover with City of Memphis. There, Bob was a safety director and firefighter, and Rita served the midnight to 8 a.m. shift as a police officer in the worst area of town. She was also a loan originator and processor, so the lending world is very familiar to her. If it sounds like you might not want to mess with Rita … well, you might not.

“I’ve done everything except appraise and actually underwrite,” Rita said. “This knowledge could not be gathered in a classroom. I went to the real life experience of this arena, which has proven invaluable to me in this career.”This team also has a focus on education. Rita holds Bachelor of Science degrees in professional studies in manufacturing engineering technology and business law. Bob has a master’s degree in operations management, a Bachelor of Science in engineering technology, and two associate degrees in fire and safety technology pre-engineering.Looking back on their mutual histories, a destination in the real estate industry seemed unlikely for Bob and Rita. So

how did they get there?“On a dare,” Rita explained.When Rita was still a police officer, she and Bob decided to

buy another home in a better community in their area. While Bob was at work, she wrote a contract, negotiated everything and told him that night that they had bought a home and would be starting the building process. Their Realtor®, however, began making unauthorized changes in the home and selections for the counters, marble, tile and other items.

“That Realtor of ours is terrible,” Bob told Rita.“I know I would be a heck of a lot better at taking care of

people than that piece of junk,” she said.“Well then, I challenge you to do something about it.”The dare was on! Rita worked from midnight until 8 a.m., went

to classes from 8 a.m. – 5 p.m. for four weekends in a row, and then drove to Nashville to take her exams to become a licensed Realtor. With strep throat, swollen tonsils and a temperature of 104, she passed her exams. And it’s a good thing she did.

Two days before closing, the lender called and stated that their loan had been put on hold, and that someone else would be buying their home.

“Anyone who knows me understands that I have a little guts,” Rita said. “So I went directly to the lender to demand my loan package. Much to my surprise, my Realtor was sitting there, trying to buy our new home!”

“Choice words” were exchanged—along with a few bits of information—but Bob and Rita closed two days later on the home they had wanted and never worked with that lender or Realtor ever again.

i f YoU r e a l lY Wa n t t o l e a r n a B oU t pe opl e , ta l k t o t h e i r n e igh B or S . t rU e r Wor d S m aY n e v e r h av e Be e n S p ok e n. a n d W h e n i t c om e S t o B oB a n d r i ta dr i v e r,

a Be t t e r e x a m pl e of c h a r ac t e r BY W i t n e S S m aY n e v e r c om e a l ong i n oU r l i f e t i m e S .

story by: adam pedowitz

photos by: andy nelson

Mortgage Lender

“and had I not taken the challenge to become a Realtor, there’s no telling how many others would have been taken advantage of by Realtors like that.”

The Driver Team is currently a three-person operation, though looking to expand. Rita handles all contract writing, negotiations, closings, photos, buyer/seller updates and counseling, mlS information, marketing and lead generation. For administrative and client support, Aaron Edwards takes care of their visual tours, feedback systems, phone calls and expediting new marketing initiatives.

“We have also set up a system where our lender and closing attorney are team members off-site,” Rita said. “However, they handle their portion of the transactions and report to me directly throughout the process. They keep me informed of any change in the potential loan process or closing matters that would jeopardize the closing time or process.”

Bob fills the role of buyer’s agent, performing the majority of home showings. He has a terrific understanding of the housing industry, construction, and the benefits of homeownership. After contracts, he then follows up with home inspections and repair requests.

Amicable ResolutionsBeyond Bob’s expertise in real estate, he has a wonderful knack for breaking the ice with potential clients. It’s been said that once you meet Bob, you’re already part of the family.

In the great tradition of storytellers, Bob can keep up with the best of them. A high “I” personality (according to the diSc Profiling System), he has a story for just about every situation. One might imagine Bob spinning yarns in grocery store aisles, at the gas station, in line at the post office or anywhere else people congregate. It is a trait that exudes authenticity. People gravitate to him and frequently return for

more encouragement, entertainment and inspiration. And his favorite subject of all is his wife.

Rita provides a seamless complement to Bob, owning her “d” personality with confidence, assertiveness, strong intuition and an overwhelming commitment to fair play, all the while supplying ample opportunities for Bob to brag on her.

Here’s one of his favorite stories:

Attorneys

Business Relationship

OfficerLoan Originator

Police OfficerInspectorsHandyman

“We have set up a system where our lender and closing attorney are

team members off-site.”


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Work as a Team, Act as a FamilyEach member of The Driver Team has individual strengths that combine to form a whole that is stronger than the sum of its parts. In recognition of this, the team’s growth will be slow and deliberate, focusing more on carefully selected vendors as an extension of their team.

“I want to find people who work like I do,” Rita said. “We go by the saying: If you do what’s right, your reputation will carry you through this business.”

To this, Bob added, “We also like to say: Character is what you do when no one’s looking. We never lie to one of our clients, and we apply this to our vendors too. We’ve built a team that isn’t on our payroll.”

And it’s not just their vendors who act with character. In fact, character is the prevailing commentary that these vendors have about The Driver Team.

Steve Glover, business relationship officer at their local bank, had this to say: “Rita is one of a kind. I know several other Realtors, but I don’t see the same kind of expertise or straightforwardness. The Driver Team is very good, and I recommend them over others.”

Their closing attorney, Andrew Johnston, perhaps stated this perspective most eloquently:

“One of the most important things with the Driver Team

Top: Bob and Rita with Attorney Andrew Johnston. Middle: Rita keeps an orderly desk to maximize efficiency. Bottom: Three monitors help Rita prioritize and supervize multiple tasks.


Left: Bob and Rita are long-time members of the star power Club. Right: “Chicken in a Tube” fsbo campaign generated $890,000 in listings.

Moreover, if they’re young, Bob and Rita

–


Above: The sign on the Drivers’ office building highlights Star service.



Sta r tool S & to the nin eSinspire.

1 Why did you get into real estate? On a dare.

2 What is the one thing you can’t do without? ScanSnap© Scanner and Laptop.

3 Who is your hero? Rita: Debby Kintner (Memphis area realtor®). Bob: Alex Charfen.

4 What is the most effective marketing you do? Repetition of our logo on cards, websites, tours, moving truck and all marketing materials. Recognition in our marketplace.

5 What is the most influential book you have ever read and why? Rita: Who Moved My Cheese? by Dr. Spencer Johnson, because nothing remains the same and change is ever evolving. We must change to keep up with our industry. Bob: Tribes by Seth Godin, because it is a game plan for life success, building relationships and leadership.

6 Where do you see yourself in 10 years? Running a successful company and growing a successful real estate team while grooming our successor.

7 What is your favorite part of the day? The evenings while sitting in bed with the TV, laptop, coke, chips and chocolate: All is quiet and calm.

8 what is your favorite part of your business? Counseling with clients

and the gratification of the accomplishment of their real estate needs.

9 Give us your personal mission statement

in 10 words or less. To learn

from legendary professionals to resonate legendary professional

services.

star tools

to the nines

WEBSITES: COMPANY SITE (www.TheDriverTeam.com) PERSONAL/COMPANY BLOG (www.DriverTeam.net)

VISUAL TOUR (www.visualtour.com) – house tour servicesMLS (www.mls.com) – multiple listing servicesCRAIGSLIST (www.craigslist.org) – ad postingPOSTLETS (www.postlets.com) – listing syndication

SOCIAL MEDIA: FACEBOOK® (www.facebook.com/rita.driver)

LINKEDIN® (www.linkedin.com/in/ritadriver)TWITTER (www.twitter.com/ritadriver)ACTIVERAIN (activerain.com/ritad)

HOSTING SERVICE OR PROVIDER REALPRO (www.realprosystems.com) – website servicesNUMBER#1 EXPERT (www.number1expert.com) – listing and website servicesBOOMTOWN ROI (www.boomtownroi.com) – lead generationSUPERLATIVE (www.superlative.com) – real estate website solutions

FILE SHARINGDELL® SERVER (www.dell.com/business) – file storageGO2MYPC.COM – remote computer file access

EQUIPMENTDELL COMPUTERS three monitors for Rita and dual for everybody elseCOMCAST® SERVICEAT&T™ WIRELESS CARDBLACKBERRY® WITH AT&T™

IPHONES© WITH AT&T™

OKIDATA® COLOR LASER PRINTER

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Here are some of the tools that Bob & Rita use to enhance and streamline The Driver Team.

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inspire.

by: nina cottrell

growing up, i was fortunate to be blessed with two parents who held strong convictions like honor, integrity and pride in who you are and what you represent. Both of my parents were role models for me. My mother instilled her devotion to cleanliness, appearance and an orderly environment. Her creed was “there is a place for everything and everything will be in it’s place”… no ifs, ands or buts about it. I didn’t think to question her motives. It was never an option then and remains so today.

My father was a more laid-back individual who kept his thoughts and emotions tightly under wrap. You never knew what he was thinking but you never mistook his silence for submissiveness. He was creative and intuitive and could whip up a solution for any problem presented. A firm believer in

“patience is a virtue,” he was also a believer in seizing the moment (that you can justify and feel good about later). This is where his honor and integrity really came into play.

Even when I was very young, I admired both of my parents for placing high expectations on their children and teaching us to demonstrate important traits when interacting with others. I have four siblings and we all have been fortunate to benefit from the wisdom of our parents. I was born and raised in Danville, Illinois. After graduating from high school, I attended a business college part time, worked as a salesperson and dabbled in modeling while still in Danville. At some point in our lives, we experience a thirst for something more. Although I wasn’t exactly sure of what

that was, I had a nagging sensation that there was more I had to experience.

I finally decided to face my fears of cutting my strong family ties and ventured to Chicago. I had aspirations of either becoming a fashion model or flying the friendly skies of United as a flight attendant.

Both aspirations were short lived. First, the airline industry was not manufacturing Dreamliners in those days and the heights of the plane ceilings were not conducive for women of my stature wearing high heels. This was my first experience with handling rejection and it hindered my dream of seeing the world … at least I thought so at the time.

Secondly, I didn’t have the temperament to be a model. You can look the part but playing the game is a whole other challenge. It just wasn’t my cup of tea, so I had to pound the pavement and find a real job where I could continue to wear my high heels.

I worked in several offices prior to accepting a position with nireb (National Institute of Real Estate Brokers) an affiliate of the National Association of realtors® in 1972. My lifetime dream of travel was becoming a reality! nireb was later changed to rnmi (realtors® National Marketing Institute) which encompassed the ccim and crb Designations. In 1976 the crs Designation was formed, and I was fortunate to work with two ladies who were my mentors, friends and parental advisors when needed; Ruth Ellis and Bonnie (Cobean) Hanly. Both are still in my life

A part-time student, model and saleswoman from Illinois pounded the pavement in search of big dreams and high-heeled shoes. She found more than she was looking for.

Poundingthe Pavement

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today and do not hesitate to keep me in line. The lessons I learned from them are as meaningful as the lessons learned from my parents.

Also in 1976, while the crs Designation was being established, the entire staff had to complete a questionnaire from the Marketing Survey and Research Corporation to determine what position we were best suited for. It was a series of tricky questions and I was suspicious that there could be another motive for this test that involved eliminating some of the staff. The questions were focused on identifying ego-drive, growth potential, leadership capabilities, leadership skills, decision-making, ability to delegate and empathy.

It took some time to get the results and every time I was called into the corner office, I just knew that the end was near. When the results were finally unveiled, I was speechless and wondered if my name had gotten added to someone else’s report. The summary and recommendations were as follows:

Ms. Cottrell is the type of person who enjoys being important and useful. She has a definite inclination for management and in fact, would gravitate toward any situation that involved handling staff. She will be demanding of those around her and some of the borderline performers would soon be dispensed with. However,

over the long haul, the staff she would acquire would be largely effective and strongly motivated toward success. We believe, therefore, that Ms. Cottrell has excellent requisites for management, training, and teaching.

You could have knocked me over with a feather! Needless to say, I didn’t lose my job but I was still convinced that something beyond my comprehension happened to the results.

The key influencing factor impacting my life was and still is Howard Brinton. In 1984 Howard was President of the Residential Division of rnmi. The three designations, ccim, crb and crs were going to be separately incorporated and rnmi was going to be dissolved. Howard pushed for me to

be Vice President of the newly formed Residential Sales Council. I, of course, thought that he was out of his mind. He said “Nina, I’ll put you in charge and it’s yours to lose. I’m willing to take the risk, but I know that you will succeed!”

I was honored but very concerned about stepping into a position that I wasn’t sure I was qualified for. Howard went on to say that I should seize the moment and I instantly thought of my father telling me the very same thing. I knew that I had to accept the position and not let these two very important people in my life down.

So I dove into the management pool and with the help of strong, committed leadership teams and a supportive

“I am truly a fortunate person because I thoroughly enjoy what I do and I am proud of the quality image

that crs and our members represent.”

Left: Nina, Howard Brinton, and his wife Babs Brinton. Right: Nina shares an early family photo.

Part-time pilot is flying high withexclusive leads from RealtyTrac. When Joe Henry began his real estate career more than three

years ago, the part-time airline pilot didn’t have much time tospend getting his business off the ground using traditionalmarketing methods.

So Henry signed up for the RealtyTrac Agent Network TM as hisprimary source for real estate marketing and leads. He recognized that the RealtyTrac brand was closely associatedwith bargain real estate – which he correctly believed wouldaccount for the majority of buyers in a slumping housing market.

“If you want to find me, you find me on RealtyTrac,” he said,noting that he does not send out mailing pieces or spendmuch time on the phone with new prospects.

Instead he relies on his online presence on RealtyTrac andconsistent e-mail communication to reel in consumers, andwork with them when they’re ready to execute on a “killer deal.”

Find out how RealtyTrac can provide a significant lift for yourreal estate business – like it did for Joe Henry.

Call 888.444.3336, e-mail [email protected] or visitwww.realtytrac.com/agentnetwork to find out more.

“I’m closing $3 milliona month with RealtyTracleads.”Joe HenryKeller WilliamsMcLean, VA

The Foreclosure Authority TM


staff, I’m still afloat. I am truly a fortunate person because I thoroughly enjoy what I do and I am proud of the quality image that crs and our members represent.

So now I’m going to seize the moment to express my feeling for my dear friend Howard.

I cannot imagine where I would be today if Howard had not recognized my potential and encouraged me to accept the position. My close friendship early on with Howard set the stage for an incredible learning experience. Often he has referred to me, in a good way, as a sponge. When you are in his presence you want to be able to absorb the pearls of wisdom that he throws your way. So I soaked up his words of wisdom, developed confidence and formed a wee bit of an ego from his praise and encouragement.

We have been kindred souls from the first day we met. I was so glad when he met Barbara and ecstatic when they got married. Not only did she bring an enriching balance to his life, but I benefited greatly from their union as well. I was honored to be one of the select few to witness that momentous occasion. Howard and I have a tendency to view situations through the same lens. At times, Babs views things through a slightly different perspective. Over the years,

she’s taught me how to take other perspectives into consideration and to analyze the rationale of various points of view from various angles.

It’s amazing what you can learn from the people and situations that impact your personal and professional environments. The key reason for my long tenure with crs is my ability to understand people’s expectations, motivations, emotions and their gratification. When interfacing with members, leadership, staff and others affiliated with our industry, I am always looking for the driving force(s) and the impact to crs.

I ’m sure being around Howard helped to influence my way of analyzing situations, people, problems and opportunities. Over the years, I’ve watched Howard and Barbara mold star power into what it is today. The love and consideration for the end users of his products and services is what made him so special to his Stars. My friendship with the Brintons has definitely been good for me for all of the obvious reasons. Howard’s contribution to crs has been immeasurable. He was an instructor and helped to develop our educational program in its infancy stage. He has also been instrumental in helping us plan and present Sell-a-bration over the past six years. He has left a giant foot print in my heart and in crs’s history.

Above: Nina currently serves as ceo of the Council of Residential Specialists.

As a part of STAR POWER you help transform the industry by raising the bar on service to our clients and to each other. But there’s another way to raise that bar even higher, grow your business, help homeowners, and elevate the

standard of service in our industry.

STAR POWER, in conjunction with CDPE, is proud to announce

STARPOWER Conference CDPE Live! Event

Embassy Suites1200 Conference Center Blvd

Murfreesboro, TN 37129June 23-24, 2010: 9:30 a.m.-5:30 p.m.

STAR POWER Special: $399Regular: $599

Online Use Code: SP200June 23-24, 2010: 9:30 a.m.-5:30 p.m.

Instructor: Tony Martinez,CDPE Certified Master Instructor

Become part of the fastest growing real estate designation in industry history. This class is filling up! Can you afford to be left behind? Sign up today!

1-800-482-0335 WWW.CDPE.COM/STAR-POWER-SPECIAL-EVENT


ma r k eting With the proS grow.

That’s why there’s websites selling agents on ad space, platinum service or a brand new smart phone app to help them reach clients. Instead of

jumping on every marketing bandwagon we could afford, we decided to take a step back and ask ourselves how we would want to get information if we were in the housing market today. This led us to a few conclusions that have been driving the marketing and lead management side of our business ever since.

Many of us have at some point utilized a 24/7 call-in system to provide information on our listings and gather leads. While it may seem like those days are gone, we beg to disagree. We find that many people still drive around to see properties for sale. When they find something they are interested in, they want information—and now! These are usually warm leads. They don’t want to call the agent but they will call a phone number for recorded information. We used to put color flyers on all properties but have since cut back to save money. We found that our calls spiked when they didn’t have a flyer to give them the information. Now they call, we capture their cell phone numbers and then we call them immediately.

We design and print our own signs because it’s much cheaper than purchasing them. We printed two on an 18x24 standard Coroplast sign so the cost was $150 for 200 signs.

The signs are put in the yard at the time the home is listed and sometimes we get calls before the agent

even gets back to the office to load the information from the appointment. This actually works to our advantage because our buyers agent return the calls immediately and gets the information on that lead with this script:

“Wow, this property is so hot the agent is still on the listing appointment. Let me get your contact information and I will make sure you are the first person to get the details.”

Once someone calls that hotline number, they hear a brief description of the home. The buyer’s agent and

staff get an email and text message with the caller’s phone number and the code that shows which home they were calling on. We then make it a priority to call them back within 15 minutes in order to capture the lead and put them on mls searches with their specific criteria.

We have all kinds of callers and have developed four different scripts to handle each type.

Lead Tracking

Along with our 24-hour call-in system, we currently have three websites working for us all generating viable online leads. But, regardless of where we invest online, we make sure to point all of the leads generated back to one central email address. This way, we have a centralized tracking system to ensure we don’t lose those important numbers and track the roi of each of our sites. So once we’ve gotten our leads and determined what steps to take, how do we keep an accurate record of our conversations,

With the mobile age we live in today, people expect to get the information they need right here and right now. And in real estate, your ability to provide that information in a timely manner is often the difference between a lead and a listing.

“Sometimes we get calls before the agent even gets back to the office to load the information from the appointment.”

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story by: bonnie mullinax

illustration by: david wall

What Works When Working Leads

As a part of STAR POWER you help transform the industry by raising the bar on service to our clients and to each other. But there’s another way to raise that bar even higher, grow your business, help homeowners, and elevate the

standard of service in our industry.

STAR POWER, in conjunction with CDPE, is proud to announce

STARPOWER Conference CDPE Live! Event

Embassy Suites1200 Conference Center Blvd

Murfreesboro, TN 37129June 23-24, 2010: 9:30 a.m.-5:30 p.m.

STAR POWER Special: $399Regular: $599

Online Use Code: SP200June 23-24, 2010: 9:30 a.m.-5:30 p.m.

Instructor: Tony Martinez,CDPE Certified Master Instructor

Become part of the fastest growing real estate designation in industry history. This class is filling up! Can you afford to be left behind? Sign up today!

1-800-482-0335 WWW.CDPE.COM/STAR-POWER-SPECIAL-EVENT


We’re looking to buy: Hello this is Carla Branch with Keller Williams! I am just returning your call from our hotline to see how I can assist you. Yes, that home is available! Are you in the market to buy? Great! Do you have a realtor that is helping you find one of these great deals? No? Well, I wouldlove to help! Have you started working with a lender yet to check on your qualifications? Well that will be an important first step, so can I get my lender to call you? Great, so now lets talk a little about what you are looking for so that I can be ready to set up some great searches for after you speak to the lender. By the way, what is your email address?

We are just looking and not ready to waste anyone’s time right now: That is fine. I would love to help anyway! Why are you not ready right now? Is it because you have a house that you need to sell? Well, would it be helpful for us to meet with you to discuss what needs to sell? We would love to help you market your home so that you can get it sold and nab one of these great deals that are available right now. By the way, what is your email address so that I can send you my card and some of our marketing information?

We are just looking. We don’t need a realtor. If we see a house, we just call on the sign: Well that is fine as long as you don’t really want to be able to nab one of these great deals! It is almost impossible to get one in today’s market unless you have a good buyer agent. Really the only way is to have customized searches coming to your email so that you can be at the property the first day on the market. The competition for the amazing deals is fierce and unless you are there on the first day and have someone working for you that knows how to negotiate the right price, then you are really just wasting your gas and your time. Are you really trying to get one of these amazing deals? Well then, I will be more than happy to educate you about this crazy market and the different kinds of properties that are available! It is very specialized and is very different than it was 2 years ago. The rules have changed! By the way, can I have your email address so that I can send you my business card? Thanks! So what kind of house are you looking for?

No answer. Leave message: Hi, this is Carla Branch with Keller Williams Realty. Thanks so much for calling our hotline about the home at 123 Main Street. Please call me to get the latest update on that one. It is a great house!

Additionally, we text them immediately after leaving a voicemail since so many people don’t check their voicemails or ignore unfamiliar numbers.

emails and action plan? Enter that new household name: Google. We’ve found great success in using Google Docs to share information between agents and the rest of the team. What makes it so great is that these documents can be shared by anyone in our office without ever having to email each other when changes are made. The agent and staff can even be editing a document at the same time and it’s updated in real time. This way if one person emails or calls the lead, they can update the Google doc and it will let the other person know what the next steps to take are the next time they log in. It’s simple to use and works just like an excel spreadsheet but you don’t have to email it back and forth or keep up with version numbers.

As you can see in the example above, having a clear, common format is vital to enabling multiple people to edit the document. In our case, the marketing manager enters the lead information once it shows up in our centralized email account. At that point, the buyer agent makes contact with the lead and goes in and updates the spreadsheet with notes and highlights them in green. If she gathers an email address that was not previously captured, she can enter that and highlights it in red to show it is a new email. This is important because we copy these emails to our drip campaigns and need to know if there is a new email we need to go back and get. Additionally, if the buyer agent needs to enter a lead that came in through a means that didn’t show up in our email system (i.e., personal referral) she highlights it in yellow to show it was her entry. We also go back and change any fake numbers to read as “bogus #” so we don’t try to contact them via phone again. Tracking the status of the buyer is key in formulating targeted campaigns for various classifications of buyers.

Finally, we keep track of the source so that we can track what marketing tools are working and which ones are not generating leads for us. Then we can make more accurate marketing budget considerations. We have a tab on our spreadsheets titled “closed” so we can copy over the ones that close and accurately measure where our business comes from.

Knowing what works and what doesn’t is a constant challenge in our current real estate market. With every website wanting to sell you on some new service, we felt it necessary to find out what works and keep track of the changes. That way, we make the adjustments necessary based on hard facts, not what someone else wants us to buy!

Create and share your work online with Google Docs. The entire team can share information, update documents and stay on the same page without having to email back and forth.

Above: Bonnie foregoes the flyers and clearly displays her 24/7 call-in number to perusing homeowners.


grow. Sta r ga zing

(That Most of Your Competitors Don’t See!)

grow.

Todd Buckley, a broker/owner in the stable midwest market of Brighton, Mississippi, demonstrates how Absorption Rate Business Planning will not only prepare your practice for the next change in the market, but can be a dynamite tool in listing appointments and a valuable service to provide your clients.

It was 2005 and my business partner and I had just formed a new partnership and opened a new office. Homes were selling at an all-time high, people were movin’ on up, and

life was good. Looking back, it’s amazing we didn’t see the tsunami of the changing market coming. Our first clue was when our listings were taking longer to sell, but this happened from time to time in our stable Midwest market.

At that time, it was a blessing that we were both being coached by Howard Brinton. On one of our coaching calls we mentioned our office sales were down and our inventory was up. This quickly turned into a discussion of inventory vs. buyer demand and by the time we hung up the phone, I was both nervous and a little excited about a topic I had never understood before: time supply of inventory, or absorption rate. Howard had seen changing markets before and was there to guide us through this one. I quickly became a student

of the statistics in my market, and in the years since, I’ve felt that understanding and communicating absorption rate was one of the keys to success in our business planning–not to mention a great tool to list and sell homes more effectively.

By now, most of you have at least heard of absorption rate pricing. In the last few years, many top Realtors® have used this in combination with, or instead of, a market analysis when communicating with clients. In a listing appointment the Realtor shows the seller how many homes are currently available in his or her price range and how many have sold over the last 12 months. An example dialogue would be, “Mr. Seller, there are 24 listed homes in your $300-400,000 price range. Twelve homes in that range have sold in the past year. So, one home sells every month and there is currently 24 months of inventory available in your sub-market. In order to sell, you need to be the best value out of the 24 homes in your sub-market. Are you ready to position your home for a sale?” In this listing appointment, the Realtor is using the most accurate data to align seller expectations with market realities and aid them in making the best business decision for his or her situation.

Absorption Rate Business Planning takes the concept to a different level. By understanding your market as both a whole and a group of different sub-markets within that market, you can position yourself for any changes. You can use the most accurate information as a foundation on which you can make solid business decisions. You aren’t waiting for news before you make a shift; you are staying ahead of

Looking into the Crystal Ball

Many experts recognize the following:12+ months of inventory Extreme Buyer’s Market High depreciation

9 – 12 months of inventory Normal Buyer’s Market Moderate depreciation

6 – 8 months of inventory Balanced Market Flat or moderate appreciation

3 – 5 months of inventory Normal Seller’s Market Moderate to high appreciation

3 months of inventory Extreme Seller’s Market High appreciation

story by: todd buckley

illustration by: lindsay burck


the pack because you are the resource for all the statistics in your market. Making a change months before others will result in increased market share and a growing pocketbook.

Now, take that information and factor in your current market. Let’s say for instance your market has shifted from 12 months of inventory to eight months over the last six months. Most likely, inventory is dropping, sales are increasing, but the average sale price is still dipping. For those agents who look at the average sale price as the indicator of the state of the market, they can’t see the change. When you see the change coming you’ll see all of the following:• You are entering a balanced market; • You know adding listing inventory (even if the homes

are a little over-priced) is important right now; • You understand fsbos will be competition for you

again after a hiatus; • You know you need to soften your blunt results based

marketing a bit since homes are becoming easier to sell and owners are starting to use their cousins and part-time agent neighbors again;

• You will be competing on listing appointments again; • You’ll need to brush up on some scripts about your

commission rate you haven’t used in a while; • You may need to hire help to keep up with your

increasing buyer leads; • You get the idea.

If your market is shifting in the opposite direction, as it recently has for many, you will need to: • Familiarize yourself with short sales and

bank-owned properties; • Consider right-sizing your operations;• Be a master at pricing homes correctly; and• Decide what to do about fewer buyer leads.

Take a little closer look in your market. Do you see that starter homes in have less than six months of inventory but condos in that price range have 12 months of inventory? Does one neighborhood have far less time supply of inventory than another? Is the absorption rate for luxury homes just three months right now? Answering

these questions could change how you spend your money and your time. Maybe you’re still farming an area that you should probably drop. Block time in

your busy week to look at your market and your business from 30,000 feet. You’ll know the business changes you should be making based on the answers.

In a quick poll of star power Stars and star power Club members last month, 52 percent of responders said they have 9-plus months of inventory, 35 percent had six to eight months of supply, and 13 percent had less than six months of supply. This shows there are many different types of markets around the U.S. and Canada. National news would have you believe 100 percent of markets are buyer’s markets. I’d be willing to bet this poll will look very different in a year, just as it would have two years ago.

Technology and real estate techniques will change, but basic economics will remain. We are blessed to be in an industry where we can measure supply and demand. At any given point, we know how many properties are on the market and how many have sold in the previous day, month, year, and so on. We can see trends. Most agents understand what type of market they are currently in, but few see where they are headed. Take time to understand absorption rates in your market and sub-market not only to list homes more effectively, but also to build your business.

That conversation with Howard in 2005 was a gift that continues to give today. Study the numbers, sharpen your scripts, target the market, stay ahead of the pack, and embrace the changes.

Most agents understand what type of market they are currently in, but

few see where they are headed.

Bringing the lessons of success to YOU!These classes give you unprecedented, personal access to the top-producing agents in the country. Learn invaluable, profit-generating tools that you can implement immediately!

Whether you’re just getting started or ready to see your career take off, STAR POWER University has a course for you:

Don’t wait … register today! Visit www.starpower.com/university or call 877-70-STARS.

• Listings

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STAR POWER University is action-packed, hands-on, classroom instruction that is guaranteed to transform every aspect of your business.

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And so much more!

next month’s issue

featurealbert hairapetian is a powerhouse agent from Glendale, California. With intensely persistent marketing, he has achieved a sales volume of more than $50 million and double side transactions on 40 percent of his closings in a down market.

industry iconsmo anderson is the vice chairman of Keller Williams Realty, Inc., a franchise company with more than 74,000 real estate agents. Mo shares the story behind why she is known for being the force behind KW’s unique, family-based culture.

conference issueThis issue comes in the month of star power Conference 2010. We will be ramping up for the event with some special materials that prepare you for the must-attend real estate event of the year.

july’s script for successYou’re at the end of a listing appointment, ready to list, when your sellers decide they want to discount your commission. What do you say? Find three effective ways to apply finesse to a delicate situation.

star power star july 2010

alberthairapetian


hosted by Alex Charfen

Join our Live Interactive Webcasts as we cover the latest topics in realestate, management, lead generation and more.

Two STAR POWER Stars share their most valued success-building tips and answer your questions.

This free series is sure to immediately impact your business.

What will you learn? Top office systems and processes Effective scripts and marketing strategies Brand new innovations and tools Best uses of your time Business-building ideas taken from STAR POWER Club

STAR POWER

S e r i e s

To register, visit www.starpower.com/live/success-series

In our last episode…Nate Martinez, part of the #12 RE/MAX team in the world, shared with us the crucial steps he

took in his hard-hit market to go from 134 transactions to 597. Nate pursues a unique blend of

market segments to achieve this staggering number, and you can learn exactly how he did it by

visiting the Success Series Archives.

Michael Maher, who is an expert and author on the dynamics and principles of building

business relationships and referrals, shared some enlightening statistics. Michael explained how

ANY agent can secure at least 30 transactions in a year from direct referrals through their

database. That number is his minimum!

Take Your Distressed Property BusinessTo The Next Level

The CDPEAdvanced Membership

CDPESites: Exclusive customized stealth sites that generate tons of quality leads with our proprietary lead-generation strategies.

Innovative Marketing Collateral: Highly effective, print-quality marketing materials customized with your personal information to generate quality leads.

CDPEAdvanced Member Calls: Two additional coaching calls each month.

CDPEAdvanced Member Forum: Share referrals and best practices, and expand your referral network among the top professionals in real estate.

Special Placement on CDPE Roster: Get to the top of CDPE searches for your area.

Networking with the Top Producers in the Industry: These are the best agents in real estate; top producers, who share the tools and strategies behind their success.

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