Need FREE buyers agent training or possibly thinking about hiring your first buyers agent? First of all, congratulations for making it to this stage in your career! It’s exciting that you are leveraging a buyers agent to your team!
Perhaps you are a broker owner or a team leader and you are sick and tired of doing the buyers agent training! Then this is for you too! I’m going to give you a 4 step checklist and some training to follow.
SIDE NOTE: If you like what I have to say then check out the Attract & Retain Formula. I’m looking to affiliate with brokers and mortgage companies across the country with this business model.
Let me first start off by saying that properly training your buyer’s agent is one of the most important things you can do. The time and energy you put in now will pay off in the future if you find the RIGHT agent to bring into your team or office. They will create residual income for you as your role should become more focused on keeping their pipeline full. This is the importance of having a good buyers agent training system in place.
There is a major difference between agents who can close and agents who cannot. Hiring the right person is 80% of the battle because getting them trained is the easy part. You cannot train someone’s personality, trust me I tried. Once you find the right person, it’s time to get them going. This is the most important piece of advice I can give you right now. When you have a new hire, IT’S ESSENTIAL THAT YOU LAY OUT THE RULES OF ENGAGEMENT TO WORKING WITH YOU UPFRONT. It is much more difficult to mold an agent into a system down the road as opposed to it being the only thing they know to working with you. In other words, to make your buyers agent training more effective, start this DAY 1.
The entire focus of buyers agent training should be to give them a process to follow that can be duplicated and represent your brand well. The smallest details of a transaction from a customer service perspective can lead to tens of thousands of dollars in additional commission. For example, implementing a process to assist your buyer in turning on their utility services for them prior to moving is a great service that encourages referrals and repeat business. The closing gift you get your clients is also reflective of your brand and necessary. Small customer service details in real estate are the most effective form of marketing because our industry is dominated by referrals or word of mouth. You want your buyers agent training to lay out the process and brand you want to portray.
A good buyers agent training system can turn your buyers agent into a mini ATM machine. Your training should help improve their closing ratios by giving them an effective system or process to follow. Here’s a good overview of a good buyers agent training system.
Step 1- Agent Scripting To Appointment
This is 80% of the battle. I hate using the word scripts because I don’t believe in using them. I do believe that all agent’s script should be based on providing value to others. It’s hard to script for something you don’t know is coming. You have no idea what any particular lead is going to want to ask you about. Therefore as a script, it’s much easier to teach agents how to answer the most important real estate questions most buyers have. This is the content that all buyers agent training should be focused on. Here’s a good tip!
A good buyer’s agents should be able to convert leads into face to face meetings for buyer consultations.
The very first training they need to tackle is going over what they should say to potential buyer leads who they are given. Focus on showing them how to sell without selling at all by providing value to someone first then asking for an appointment later. They need to focus on being an educator first and foremost. When considering hiring a new buyers agent to join your office or team, you want to look for people who are very outgoing, friendly, and great on the phone. Introverts typically do not make good buyers agents, extroverts do!
Here’s the goal of a lead and setting a face to face meeting:
- Build rapport and gain trust
- Build authority
- Qualify the buyer
- Find out what they want
This is an in-depth video form the Attract & Retain Formula Boot Camp. Check it out!
Check out these articles for more information:
Step 2: Buyers Consultation Training
Once you have a buyers agent who is good at setting face to face meetings you need to train them in what to say at those meetings. I have found that when buyers agents are trained well in giving a buyer’s consultation that their productivity will go up quite a bit.
Potential buyers are more likely to commit to your buyers agent because of this. More importantly, your buyer’s agent will develop an authority position with the buyer as they look to them for advice setting the tone right from the beginning. This will help alleviate some of the tire kickers out there. You can read this article for more information on the buyers consultation overall.
Here’s some more buyers agent training.
When you meet with someone who is interested in buying property, what do you talk about?
This video is going to show you the step by step buyer consultation to have with a potential client. This is the basis of what a buyers consultation should be.
Having a buyers consultation is about a whole lot more than just meeting someone. It qualifies the potential client. Let’s face it, there are many people out there who want what does not exist. Instead of taking someone out blindly (not knowing what they like), you get a chance to build rapport, establish yourself as an authority, and confirm their purchasing timeframes/intentions. I personally will never show anybody a house until they meet with me first.
The same “education” you will go over in a buyers consultation also serves as a way to create killer content for marketing purposes. Below are some examples of how I use my expertise on buying a property to create content and show that I am an expert at what I do. I create content and promote it in social media. Here are some Youtube examples:
The First Thing You Should Do When Considering To Buy A House
How Much Should I Spend On A House?
Tax Advantage To Home Ownership
Visit my website to see how I used this content for marketing purposes. This is what online marketing is. Use it as a road map for a possible content marketing strategy.
Step 3-Perfect Their Process
Homebuyers use agents for only two reasons today. Anybody can find a house for sale online today as the vast majority of properties are listed publicly. Consumers look for a buyers agent to leverage their local expertise and to help them navigate through the home buying process. Your buyers agent should know their local market well. This is something I cannot help you with as it’s built with experience. What I can help you with is providing a process that will help your buyer’s agents service kick real estate ass.
I call this, having effective transactional marketing system. This is the level of service they provide. The way to make this happen is by implementing a buyer checklist that the agent is required to perform on each and every buyer client they are working with. This gives your brand some consistency while at the same time helps build your buyer’s agents business by providing a level of service that creates clients into referral sources and eventually repeat clients.
These are the goals for doing this:
- Create raving fan client who becomes a referral source.
- Leverage the current buyer to pick off spin off business by performing marketing activities like Just Sold Fb ad and direct mail postcards for example.
Have you every seen a successful business without a process in place? It doesn’t exist and part of forming a team or building a brand is to create a value added service that people desire. Ultimately your buyer agents reflect your brand regardless of your position.
Check this out and let me know what you think!
Do you have a consistent process in place to take care of all your buyer clients?
One of the most undervalued concepts of marketing that Realtors take for granted is the level of service they offer their clients. No matter who you are working with, you should always treat all buyers the same. Your customer service is the #1 marketing system you have in real estate because we are predominantly a referral based business.
How do you get referrals or repeat business?
You kick ass with the level of service you offer your clients. Doing this will not only encourage repeat business, but also turn your past clients into a referral source that send their friends and family members to you when they know someone who may need your services. This is your least expensive form of marketing you will ever do because receiving a referral costs you $0.
The only way you will receive referrals from anyone is by doing an amazing job on their transaction!
You want to look at all of your clients as a source for future business because that’s exactly what they are. Follow this checklist and make sure you do not miss any steps! This video will walk you through exactly what to do with each buyer client you take on. In addition to making a Rockstar impression that will have clients wanting to send you business, it’s equally important to use your transactions to leverage additional business by implementing transactional marketing steps. Doing this will create spin off business and leverage your existing business into spin off business.
In this video we give you a step by step transactional checklist so that you may accomplish both! Follow each step and things will happen. Remember you are building a business, not working a job.
I speak a lot about process. Having a good process makes a good business. This is the exact checklist I follow with every single client. All of these touches are a way to stay on top of your game and enhance their experience they had with you. Good experience equals referrals and repeat business.
If you are using our CRM, you the buyer transactional marketing checklist is automatically implemented into contact detail once you “tag” the contact as an active buyer.
Step 4- Set Expectations
When you are looking to hire a new buyers agents making sure you lay out the rules of engagement up front. Having a system in place puts the burden on them to perform and not the other way around. Doing this will save you hours of frustration in the long run as well as give your buyers agents a blue print they need to follow. Hopefully you made a good choice in your buyer’s agent and will be happy with their performance, but I’d be lying to you if it were that easy. Realistically, you could set up rules and guidelines up front in your buyers agent training and have a predetermined set of consequences if your buyers agent is not following them.
This takes the pressure off you as well as builds an easy way out in the future if you should decide this agent was not the right fit for your team or brokerage. They can play by your rules or hit the road!
I hope I laid out some guidelines for you to follow for setting up your buyers agents training. If you have any further interest you should check out the Attract & Retain Boot Camp where all of this training is taught in much more detail. The boot camp only opens up every two months and it will train your buyers agents for you. Click here for more details!
Real estate is not a hard business, but it’s a hustle business. The question you should ask yourself is if you feel like you are in the right hustle?
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