Quick Skim

If you’re not one of those people who naturally oozes charisma, communications expert Mark Wiskup has good news: Being likeable is learnable. In his book, The It Factor: Be the One People Like, Listen to, and Remember (AMACOM, 2007) Wiskup doles out advice for perfecting your elevator pitch, mastering small talk, giving good compliments, and steering clear of annoying patronizing patter. The advice may not be groundbreaking, but this quick read’s practical scripts and sample scenarios are great refreshers before any client meeting, party, or networking event.

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From the Book: 5 Ways to Be More Likeable

In real estate, being a “people person” is core to your job. You must forge relationships quickly and earn the trust of those you meet. Say the wrong thing, and you can kiss that first impression goodbye. Wiskup offers these ideas for boosting your likeability factor in almost any situation:

1. Be specific with compliments. Vague, lackluster praise (“I’m really happy to meet with you today”) comes across as insincere, insensitive, and can even leave the other person feeling resentful. Make your compliments stick by being descriptive and showing that you did your homework. Instead of: “Great job on the marketing report. Keep up the good work,” try “Good job on the marketing report. The third-quarter demographic stuff really helped me focus on where the money is for us. I was really impressed with your analysis of the competition.”

2. Don’t talk about the weather. Start small talk with questions about work, hobbies, and (only if they raise it first) spouse and family. These topics can set a great foundation. Try asking several questions about the same topic in succession. Make the first question broad (Where are you from?), the second one more focused (What made you move here?), then narrow the third question (Do you miss Minnesota?). Finally, offer your own information related to their response and ask a follow-up question (“I went to Brainerd for a conference once, but it was summer so I didn’t get a taste of the Minnesota winter. Have you been there before?”). If they ask you a question to keep the conversation going, you’ve made a connection. If not, maybe it’s time to switch topics.

3. Perfect your elevator pitch. Have about five prepared pitches you can use instantly at conferences, networking events, and other situations. Without using any industry jargon, describe specifically what you do for your customers, using conversational phrases such as

“My clients hire me because I…” or “I’m the go-to-guy for…” Leave out your marketing slogan or mission statement (boring!). Instead, give an example of how you helped a single customer: “Just last week I helped a client who was having a problem…,” and then give a quick, happy ending that shows how you solved the problem.

4. Don’t patronize me! Seemingly harmless phrases can be a big turnoff to the listener. For example, saying you’re “more than happy” makes it sound like you’re trying to fool the other person into thinking that you really are that happy. And using “basically,” makes it sound like you’re dumbing down the conversation for the benefit of others. Other tips: Don’t say “I’m sorry” when you’re really not, and never start sentences with “honestly” or “to tell you the truth” — after all, do you really have to say you’re being honest? You should repeat often in a conversation to emphasize main points, but never draw attention to it by saying “as I said before.” You risk insulting the listener by insinuating that he or she isn’t quick enough to catch on.

5. Paint a picture. Work word pictures into your conversations to give relevance to what you’re saying and connect with your listeners. Statements filled with overused expressions, numbers and statistics, and jargon create only “average” communication, not memorable communication, Wiskup says. For example, if a buyer asks you to explain a document that’s required in a real estate transaction, don’t just give one sentence to sum up what that document is. Tell her why it’s important, where it’s being filed, and why it’s essential that she signs it.

Sneak Peek

“Those who have ‘it’ are just like you, but they have studied, cultivated, and practiced some fundamental skills. They’re not more blessed than you are; they’re just ahead of you. ‘It’ takes work and knowledge, not lucky DNA. That means all those people who brilliantly forge instant connections (the people you may be jealous of because you think their people skills come naturally) have deliberately developed their own dynamic ‘It’ factor. Whoa, you say, how can that be? It’s not possible. Some people are just too good, too smooth, too charming, and they make it look so easy. They must be naturals! They aren’t. … Those men and women you mistakenly pegged as naturals are actually conscious of the steps necessary to become memorable in every conversation and then work those steps constantly.”

About the Author

Mark Wiskup, a former television journalist, is a communication skills coach and international speaker who helps business people master the skills of communicating effectively. He is also the author of Presentation S.O.S. (Business Plus, 2005).

Posted on April 25 at 01:48 PM | Permanent Link | Add a Comment (3)

Here are the latest top selling real estate books about sales from Amazon.com:

1. How to Open & Operate a Financially Successful Redesign, Redecorating, & Home Staging Business, By Mary Larsen and Teri B. Clark

2. Confessions of a Real Estate Entrepreneur: What It Takes to Win in High-Stakes Commercial Real Estate, By James A. Randel

3. Success as a Real Estate Agent For Dummies , By Dirk Zeller

4. FLIP: How to Find, Fix, and Sell Houses for Profit , By Rick Villani and Clay Davis

5. Your First Year in Real Estate: Making the Transition from Total Novice to Successful Professional, By Dirk Zeller

6. Real Estate License Exams For Dummies, By Drei John A. Yoegel

7. The Complete Guide to Buying and Selling Apartment Buildings, By Steve Berges

8. Multi-Family Millions: How Anyone Can Reposition Apartments for Big Profits, By David Lindahl

9. How to Succeed in Commercial Real Estate, By John L. Bowman

10. The Consultative Real Estate Agent: Building Relationships That Create Loyal Clients, Get More Referrals, and Increase Your Sales, By Kelle Sparta

Posted on April 21 at 11:05 AM | Permanent Link | Add a Comment (0)

Gary Keller, best-selling author and founder of Keller Williams Realty International, responds to your questions about the real estate market and his new book, Your First Home (McGraw-Hill, 2008), which he cowrote with Dave Jenks and Jay Papasan.

Q: Why did you decide to write a book targeted specifically to first-time home buyers?

A: I launched my career helping first-time home buyers and even called on newlyweds I found in the local paper’s wedding announcements to generate business. So, I have a soft spot in my heart for this special class of buyers.

We also wanted to focus on a group of buyers who represent the economic foundation of our industry. In any year, first-time home buyers constitute about a third of the real estate market. As they make their purchases, sellers are able to trade up, triggering more sales — building momentum from the ground floor up. First-time home buyers are an important catalyst for a healthy real estate market.

Finally, our goal with this book was to write a user-friendly guide buyers could easily reference before or during the process to make it easier for them — and to get them out of their rentals and into their new homes. We fundamentally believe in homeownership.

Q: The book is to be the first in a series by Keller Williams. What other topics will be covered in this book series?

A: We will expand the series to meet the needs of our associates and the buyers and sellers who work with them. The next two books address greening your home and staging your home. We feel both are timely in that the green market is growing at an incredible pace and staging is of vital importance in a buyers’ market.

We want to be serving our people at the highest level. Your First Home was actually ready for publication in 2007, but we took the time to revisit our chapter on financing and made sure it was appropriate for the financing challenges present in the current market.

Q: Many first-time home buyers are hesitant to jump in the market right now. What are you telling first-time buyers who are scared to get into real estate?

A: We are very straightforward on this topic: now is a great time to buy. First-time home buyers have an amazing opportunity to move into homeownership. The real estate market is the most accessible it’s been in five years in terms of pricing.

Your First Home really delves into the financial realities of homeownership, citing the U.S. Federal Board’s Survey of Consumer Finances, home owners had an average financial net worth of $184,400, while renters’ net worth was just $4,000. And, for those deciding whether to

continue renting or buy, the book shows that the tax savings on mortgage interest alone usually make up the difference between a rent and mortgage payment.

Add to the fact that interest rates are holding steady near historical lows and FHA (Federal Housing Administration) loan limits have been increased, first-time home buyers are well- positioned to make the move to home ownership.

Q: What finance alternatives are you pointing out for first-time buyers?

A: We give first-time buyers the same advice regardless of the market — save up for a down payment and buy within your means. The traditional ways for first-time buyers to get into a new home are still their best bets.

A down payment is often perceived as the biggest hurdle, but we try and highlight the many options buyers have for pulling together down payment funds. For example, asking relatives to gift down payment funds is one of the easiest and best choices for a new buyer. I couldn’t begin to count the times parents helped my clients buy a starter home. There are also a variety of grants available for first-time buyers in addition to tax incentives. When I purchased my first property, I actually refinanced my nearly paid-off Honda Accord and used the money as a down payment.

A real estate professional and a lender can help first-time home buyers with these questions and we point that out in the book. We also touch on creative financing options, such as owner financing. And because there is such a need for this type of information in the current market, we went a step further and published a comprehensive e-book, Financing Solutions, for our associates.

Q: Are certain marketing strategies more effective at reaching out to this segment of buyers?

A: I like to say that it’s not so important what you do, but rather that you do. There’s no silver bullet — just make a decision and get after it. That said, relationship-building continues to be key to reaching any target audience. Establishing yourself as an honest and reliable agent is one of the most consistent ways to build your business. Just enhance your referral marketing with some targeted messages: it’s a great time for first-time home buyers to get into the market, you love working with first-time buyers and do they know anyone who might be thinking of homeownership. That’s not a script, per se, but you get the idea.

We also created a first-time home buyer’s seminar based on the book, so agents can offer seminars at their local lender’s office, bank or community center. It’s a very successful model for getting in the path of interested first-time homebuyers. We are also creating targeted marketing campaigns agents can direct to their geographic farms and other audiences.

Q: What tends to be first-time home buyers biggest concerns when working with a real estate practitioner?

A: In my experience, first-time home buyers really welcome working with a real estate professional. Homeownership is a big step and likely the largest financial commitment they’ve ever assumed. The real estate transaction itself is quite involved and they sometimes worry that they will have to know everything about the process. So when agents clearly express their value proposition, these buyers tend to be very receptive.

In the book, we state that there are three areas of expertise that make for a great homebuying experience: knowledge of the homebuying process itself, knowledge of their local market, and knowledge of their own personal criteria. Of those, the only one they really need to master is the last — what they want, what they need, and what they can afford. A talented and professional agent along with a support team of specialists — from mortgage professionals to closing officers — will take care of the rest.

Q: In your book, The Millionaire Real Estate Agent, you highlight a direct mailing campaign that you can use to break into a market share. Do you have any other ideas for trying to drum up more business in a location if a direct mail campaign doesn’t seem to work?

A: Direct mail is a proven way to build a long-term pipeline of new business. Our research suggests that enhancing a direct mail campaign with some good old-fashioned prospecting will lead to more short-term and long-term business. Get face to face with your customers, knock on doors, call on expired listings and FSBOs, host a community party, or give a homebuying or selling seminar in your area. Any or all of those suggestions will amplify the results you get from your marketing efforts. And, curiously, many find that these prospecting activities are better received when people know of them from their marketing.

Q: When do you think the housing market will rebound?

A: First, I wouldn’t believe anybody that says they have a crystal ball. I don’t think we will get a clear idea of when the market will rebound until early 2009. The best option for real estate professionals is to keep a positive mindset and hope the market will rebound quickly, but act as if it won’t. The reality is that our business is cyclical. This isn’t the first tough buyer’s market we’ve faced and it certainly won’t be our last. Those agents who acquire the skills to succeed today will be laying a foundation for a long, successful career.

Q: Do you think the federal government should do anything to help give the market a boost?

A: I think our government is very clear that real estate is an important pillar of our national economy. They appear to be taking things very seriously and working hard to provide some relief. I sincerely hope they do whatever possible to help the many families facing foreclosure — it is an unfolding tragedy as many that experienced the dream of home ownership may now lose it.

We’ve really ramped up our training on topics like short sales. Beyond any government intervention, we have an opportunity to be a part of the solution as well. I know agents who are on a personal mission to save home owners from foreclosure.

Q: Has the current market changed your approach in continuing to grow your company, Keller Williams?

A: We’ve always believed that the success of our company and of our offices is directly dependent on the success of our agents. So our focus and energy continues to be directed at serving our agent partners. We’ve gone on a training blitz. I launched a new Web site (www.agentmountain.com) with audio, video, and other educational tools relevant to today’s market; we launched a new nationwide skills-based seminar tour, “Thriving in a Shifting Market”; and we wrote 12 new market-specific courses that teach associates how to take advantage of the opportunities of the current real estate market from short sales and REOs to alternative financing.

Q: Is real estate sales still a good business to be in?

A: Without a doubt. For determined, skilled professionals, this is opportunity time. I personally launched my sales career in a down market and we launched Keller Williams Realty in a down market, so we know that it can be done.

Right now we are working on our next book, Shift, which focuses specifically on the 12 things agents need to do to survive in a down market, and teaches agents how to see the market as an opportunity.

Ultimately, any real estate professional has to plan and be prepared to live through these cycles. If you are passionate about the business, you’ll do what has to be done, and rarely will you give up the market share you gain in a market like this.

Posted on April 14 at 10:14 AM | Permanent Link | Add a Comment (0)

Let us know which of these books you would like to see featured next on The Weekly Book Scan. Or, use the comment section to recommend another book!

Posted on April 9 at 01:26 PM | Permanent Link | Add a Comment (0)

Best-selling author Gary Keller will be stopping by The Weekly Book Scan to answer your real estate and book questions. Keller is the founder of Keller Williams Realty International, one of the largest real estate companies in North America.

His most recent book Your First Home (McGraw-Hill, 2008), which he wrote with Dave Jenks and Jay Papasan, walks homebuyers through the process of real estate and aims to alleviate first-time homebuyers' fears. Keller is also the coauthor of several books, including best-sellers The Millionaire Real Estate Agent (McGraw-Hill, 2004) and The Millionaire Real Estate Investor (McGraw-Hill, 2005).

Simply click on the "submit" button below to e-mail your real estate or book question to Keller. We'll pass along a selected few of your questions for an upcoming Author Chat. Please keep your questions general so that others can benefit from the responses too.

Keller's responses will be posted to the blog on April 14.

Posted on April 4 at 02:18 PM | Permanent Link | Add a Comment (0)