Top Takeaways From the 2014 Commercial Symposium

The annual RE/MAX Commercial World Symposium brought together commercial practitioners from across the network for energizing sessions and high-powered networking

By Barbara Hall and Dorota Wright-O’Neill

There’s no room for cruise control in this business.” That message, articulated by speaker Mike Lipsey, was a prominent theme at the 2014 RE/MAX Commercial World Symposium in Denver.

The seventh-annual event, held in September, contained a wealth of great insights. Lipsey, for instance, said “there’s a direct relationship between the number of calls you make and what you earn.” He recommends a four-tier system for contacting prospects.

TIER 1: Send an eGift. Make sure your email is personalized and not an obvious part of a list, he says. The message should read something like “I thought you would be interested in this article” – or whatever item you’re sending.

Mike Lipsey
MIKE LIPSEY

TIER 2: Send a postcard. Lipsey advises sending a print product, such as a postcard, which carries its own impact. The Design Center offers many options branded for RE/MAX Commercial.

TIER 3: Make your sales call. Lipsey’s best advice? Get up early. “Decision makers are at their desks early,” he says. “There’s no gatekeeper at that time, and they answer their own phones.” The best scenario would be to call when they can access your website at the same time. You can walk them through it right there on the phone. Finally, stay a little later. The best returned calls happen after 5:30 p.m.

TIER 4: Follow up with direct mail and a call. “I don’t make a Tier 4 call unless I have sent something first,” Lipsey says. His best strategy is to send a recently published business book and shrink-wrap a business card with it. Then, he follows up with a phone call a few days later. “You’ve got to be very methodical,” he says. “If you blow a Tier 4 call, it can be a real setback.”

4 STRATEGIES TO DOMINATE

Real estate coach and featured speaker Rod Santomassimo had attendees fully engaged during his morning-long session. He recounted spending years analyzing the character traits of some of the most successful practitioners for his book Brokers Who Dominate – 8 Traits of Top Producers. Here are four of the eight top-producer traits:

Rod Santomassimo
ROD SANTOMASSIMO

1. DISCIPLINE
The most successful practitioners do certain activities every day – whether it’s prospecting or marketing – and don’t go home before the work’s done.

2. CAREER NAVIGATION
Top producers never make a move without asking themselves, “Where will I be in the next five years?”

3. TEAM ORIENTATION
Delegating, sharing responsibilities and letting team members focus on their strengths are all crucial tasks, Santomassimo says. “That’s how you make a living and still have a life.”

4. ENTREPRENEURIAL DRIVE
“Successful agents are passionate and find satisfaction in building something. Their career isn’t a job – and it doesn’t feel like work.”

Seen & Heard

HERE ARE MORE HIGHLIGHTS – PLUS INFORMATION YOU CAN USE:


 

RE/MAX PRESIDENT VINNIE TRACEY spotlighted the continued expansion of RE/MAX Commercial in North America and throughout the world, the potential growth opportunities of commercial real estate, and the signs of expected development in the industry.

Emily Line
EMILY LINE

EMILY LINE of Realtors Property Resource (RPR) reminded attendees that RPR Commercial provides comprehensive market data and is available to all registered NAR members.

Mark Hulsey
MARK HULSEY

RE/MAX Hall of Famer MARK HULSEY, Commercial Division Managing Broker of RE/MAX Results in St. Paul, Minn., focused on the abundance of RE/MAX Commercial tools – from videos and marketing materials to Capital Trends reports and educational opportunities. His main message: “You don’t have to reinvent the wheel. And if you want to grow, it’s essential you use the tools that were developed just for that purpose.”

MATTHEW SMITH of RealNex gave an overview of the company’s suite of technology solutions for commercial practitioners, which includes the powerful REI Wise investment-analysis software.

MORE WINNING TIPSR4 call out

Rod Santomassimo also offered these great tips:

Maximize your time. “There’s nothing you can’t outsource. Ask yourself, ‘If what I’m doing right now isn’t making me money, then why am I doing it?’ People who make the most money manage their time better than anyone else.”

Develop a digital presence. “If you don’t have a blog, that’s a problem,” he says. “You have to be visible, and it’s not that hard to do. I hired a college student to do my social media. She loves it, and it’s a bargain.”

Don’t be without a CRM. He says that in this day and age, a CRM (customer relationship management system) is an essential tool for successful practitioners.

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