1 ASSOCIATE SUCCESS MODULE ONE [The Steps to Earn $100,000+ Your First Year] 60 DAYS TO YOUR FIRST CLOSING I wish to earn a reasonable income from Real Estate. I have received, read, and will administer what is in this manual. I will review the material with my Mentor or Training Broker and look forward to completing the program on schedule. Associate Name Mentor Associate Signature Mentor Date received: Copyright 2014 All Rights Reserved, Amherst Madison, LLC
2 WELCOME Welcome and congratulations on your decision to partner with Amherst Madison. The only way we succeed is when you succeed, therefore we have built a path to financial success to get you started. We have proven business generation systems and tools that will enable you to take your real estate career to a high level. It is our hope that you implement these systems and tools to achieve a high income in the near future. MISSION STATEMENT: Amherst Madison will always be distinctive and exist to support our Agents in building successful businesses and fulfilling lives, while being a force of positive change in the communities we serve. Copyright 2014 All Rights Reserved, Amherst Madison, LLC
3 MINDSET AMHERST MADISON Real Estate is an easily-replicable business model if you follow an intelligent plan and do the identical activities as Top Producers in the industry do. Like most things in life that are worthwhile it will not always be easy, but it will be worth it. If you are not making a professional level of profit in your real estate business, there is something wrong. Period. Copyright 2014 All Rights Reserved, Amherst Madison, LLC
4 BELIEF AMHERST MADISON When it comes to improving your financial situation a great deal of emphasis is placed on issues like eliminating debt, saving for retirement and choosing the right investments. An issue that does not receive as much attention is that of increasing your income and advancing your business. (Without income it is impossible to pay down debt and save money.) The first step to making $100,000 in real estate is proving to the world that you deserve it.
5 DRESS Numerous studies have proven that what you wear increases your earnings in many ways: Confidence - Dressing well or appropriately instills confidence on two levels. One, if you look good, you feel good and if you feel good you are generally confident. Two, others will view you as a confident person which can lead to respect, trust and admiration all important traits in real estate. First Impressions Last Whether we like it or not, first impressions are everything. You will be judged by your physical appearance immediately and people will form opinions of you, and your services, based on that alone. Establish Credibility Dressing like a professional will establish credibility, whether warranted or not. If you are looking to get ahead faster in real estate it pays to spend time evaluating your wardrobe. It is easy to get complacent over the years in how you dress. Feeling good about how you look will help you get noticed and lead to increased opportunity and income.
6 PRODUCTION EXPECTATIONS AMHERST MADISON You have made a wise decision in joining Amherst Madison. Our way of operating a real estate company combined with your focus on the business are a recipe for success. We will provide the support, guidance, and structure you need in order to build a sustainable business. We Have Guidelines for Success: Each New Partner or Associate must commit to a Production Goal. These expectations are put in place to motivate the Agent to understand that this is an Action" business. If the company production goals are not reached, the Agent will have 30 days to re-examine their direction and activities for more positive results. All of us at Amherst Madison believe in training and supporting our Agents as they take this journey and therefore, we make our production requirements clear from the start. Every Agent must take the initiative to implement the activities and strategies taught. It is critical that Agents understands that this is their own business. In order to create a successful business, certain entrepreneurial strategies are necessary. Amherst Madison prides ourselves on a level of professionalism that puts our company above our competition. We aim to help our Agents become as successful as they want to become.
7 NEW ASSOCIATE REQUIREMENTS AMHERST MADISON You will need to have (1) one Listing or (1) Pending within your first 90 days. Completion of this Success Module is required for all new Agents. Corporate Training Meetings are held once a month at pre-determined locations and attendance is mandatory. Office Meetings are part of the culture at Amherst Madison. Everyone is expected to be in attendance at all scheduled Office Meetings. We believe you can achieve a higher production level than these minimum requirements. We intend for this agreement to demonstrate how we stand committed to developing your business. Please sign as acknowledgment that you have read and understand the requirements for this Success Module. Associate Name Mentor Associate Signature Mentor Date received:
8 YOUR FOCUS A successful Agent consistently performs four categories of activities. 1. Business Plan: Find potential clients in your target markets Identify your personal strengths Create programs to reach your target markets Execute these programs daily/weekly/monthly 2. Sales Activities: Showing homes to qualified customers Selling homes Listing marketable properties to sell 3. Profitable Activities: Selling properties that close escrow Listing properties that close escrow 4. Other Successful Activities Preview properties Contact/sales follow-up Education Meetings Your income and productivity is directly determined by the number of people contacted consistently in these target markets. By working an aggressive, personally-tailored business plan, you can have the income you want.
9 TAKE ACTION AMHERST MADISON 1. Create and use your weekly and daily plans. Be sure to focus on your business development activities. Creating your plan and assessing it provides the basis for making good business decisions. 2. Track business development activities. Every day, keep track of your results. How many contacts did you make? How many business cards and flyers did you pass out? How many names did you add to your sphere list? How many expired listings or FSBOs did you contact? Of all the activities you did today, how many people did you actually talk to? 3. Practice and apply new sales skills every day. Optimize your contacts with potential buyers and sellers. Amherst Madison has the training materials to teach sales skills necessary to save time and to convert more prospects to Clients. 4. Complete business support activities. You need confidence in your ability to make sales calls. Utilize your Partner or Trainer and the sales materials provided by the company. 5.Weekly meeting with your Mentor. You will be given the tools and education to have a profitable and rewarding real estate experience. 6.Time block for the ultimate success.
10 YOUR FIRST 30 DAYS I agree to complete all the assignments listed in this training module. I intend to design a successful real estate business quickly, effectively, and professionally. AMHERST MADISON I agree to make an appointment with my Mentor weekly. During that appointment I will review my activity for that week and my plan for the upcoming week. To ensure my success, I expect my Mentor to: Meet with me weekly for at least one-half hour Help me prioritize my activities Help me optimize my time Provide assistance in my development of specific business methods Provide any resources necessary to complete all assignments Provide the support and encouragement necessary to ensure success I understand my responsibilities to manage my business according to the principles in the "First 30 Days" program. I will do this because I want to create a successful business. Agent Mentor Date of this Agreement
11 AMHERST MADISON EARN $100,000 MODULE - 60 DAYS TO YOUR FIRST CLOSING : Week 1 Item # Activity Date Initials Completion Date 1 I. Order a minimum of 500 (Five Hundred) Business Cards! (NO EXCEPTIONS!) II. Completely fill out the Business Plan from your Onboarding (NO EXCEPTIONS!) III. Log on to (NO EXCEPTIONS!) Download a copy of the "Basic Contacts Database and start building your TOP 50" or you can use an alternative CRM as long as it allows an export function 2 Gather names, addresses, phone numbers, and s of everyone you know for your database Use the import feature in the Agent CRM to pull contact names from your accounts 3 Start calling your SOI and use the Announcement sample in this Appendix of this Module 4 Enter everyone you know and/or meet on a daily basis into your CRM database 5 Mail an Announcement Letter" or thank you card to everyone you speak with and include 2 business cards. (Feel free to include a small gift card for those on your TOP 50.) 6 Review the Company Calendar at (find training) 7 Arrange to sit with an Agent at an Open House this weekend (Ask your Mentor for guidance) Scheduled Date & Time of Open House: Partner: Discuss results of Open House with your Trainer: 8 Update your Facebook to reflect your new position with Amherst Madison. 9 Up to 2 days before, knock on 10 doors on each side of the Open House and 20 across the street with a property flyer and business cards. This is the TEN-TEN-TWENTY method of doing an Open House. 10 (Your goal is to have talked to a minimum of 25 people. Write down their addresses, look them up in tax records, put them into your SOI and mail them 2 business cards.) 11 Start work on your Agent Bio for Mentor to review (This will become a marketing piece) 12 Post the Open House on your Facebook page and invite at least 15 friends to visit. 13 Go into your Instanet account and complete an RE-16 and an RE-21 (Use your own house as the subject property and write down any questions you have during the process). 14 Review and start to understand the latest Market Charts (Look for trends and averages) 15 Attend first Office Meeting if one is scheduled this week. (Go back and review the Agent Branding Standards manual you were given at onboarding from cover to cover.) 16 Log into the Online Marketing Center and design your first Agent Marketing Flyer (This is a flyer promoting you in real estate using a summary of what is on your Agent Bio.) 17 Give your business card to at least 10 people you meet this week outside of real estate 18 Start researching what personal Website and Property Search to offer. (Zillow, Listingbook, etc.) 19 Using the Market Charts and your own preferences, decide on two neighborhoods you will focus on for marketing. (Go into MLS and pull Sold reports over the last 12 months for help) 20 Craft your 30-Second Pitch. Using your Agent Bio update all your social media accounts with your new profile (incorporate your 30-Second Pitch where you can) 21 Attend the weekly one-on-one Meeting with your Mentor to review progress and completion of this week s assignments. Trainer Sign-Off
12 AMHERST MADISON EARN $100,000 MODULE - 60 DAYS TO YOUR FIRST CLOSING : Week 2 Item # Activity Date Initials Completion Date 1 Work up a practice CMA on a randomly chosen house in Cloud CMA. 2 Take the IMLS Paragon Training Class (check with Trainer for date, time, and location) 3 Continue adding everyone you know to SOI on your database and call them. (Minimum 25) 4 Continue to mail an Announcement Letter" or thank you with 2 business cards to each person you call. 5 Find a different Agent to sit with on an Open House for this weekend. (Check with Mentor for Best Agent/Property) Scheduled Date & Time of Open House: Agent: Discuss results of Open House: 6 Ask Agent if you can door knock invitations to the Open House. Do the TEN-TEN-TWENTY (This should be done no later than the morning of the Open House.) 7 Go to the public library or Amazon.com and check out/buy the Millionaire Real Estate Agent by Gary Keller & Jay Papasan. Plan on reading this book through a minimum of two times and then keeping as a resource throughout your real estate career. 8 Complete your Zillow, Trulia and Realtor.com online profiles 100% 9 Go into your Instanet account and complete an Agency Brochure and an RE-21 (Use a Family Member as the Buyer and one of the Open Houses as the property being purchased - write down any questions you have during the process to discuss with your Mentor) 10 Have lunch or coffee with one person on your TOP 50 who is a high influencer for you. 11 Get more details on the neighborhoods you have chosen to focus on for marketing. (# of homes for sale, Average DOM, Average sold price per square foot, etc.) 12 With your Mentor review your Business Plan from your Executive Notebook, your Agent Bio, and your 30 Second Pitch. (Mentor to critique.) 13 Ask three people each day Who do you know that wants to buy or sell real estate? 14 Review your completed RE-16 and RE-21 with your Trainer/Mentor and go through any questions you have written down on each 15 Review your Agent Marketing Flyer from the Agent CRM with your Mentor. (Proceed to create a property flyer using one of the Open Houses you worked.) 15 Work on updating all social media accounts with your new contact information, picture, and unique value proposition from your 30 Second Pitch and Agent Bio. 16 Attend any Office Meetings this week and let Trainer know what you learned. 17 Work on your Zillow, Trulia, and Realtor.com profiles. (Need to be 100%) 18 Continue to discuss with your Trainer/Mentor what website and property search is best for you 19 Attend a weekly one-on-one Meeting with your Mentor to review progress and completion Trainer Sign-Off
13 EARN $100,000 MODULE - 60 DAYS TO YOUR FIRST CLOSING : Week 3 Item # Activity Date Initials Completeion Date Trainer Sign-Off 1 Determine your Farm Area based on personal preference and your research from the Market Charts. 2 Preview two new company listings and choose a favorite - Door knock 10 surrounding properties and give out property flyers with your information. AMHERST MADISON 3 Print 100 copies of you Agent Bio and staple a business card to each. (Walk your Farm Area and place on the doorsteps or porch of 100 homes.) 4 Set up and conduct your first solo Open House this week. (Door knock TEN-TEN-TWENTY prior to with your marketing materials) 5 Continue building database, calling SOI and sending out "Announcement Letter". (Add 25 new names, phone numbers, and s this week.) 6 Work on setting up your personal Website and your Zillow, Trulia, and Realtor.com profiles 7 Create a Facebook business page and make first post. (Discuss with Mentor on compliance) 8 Become familiar with the training documents and resources at 9 Have lunch or coffee with a second and third person on your TOP 50 who is a high influencer for you or has expressed interest in a real estate need in the short term 10 Discuss with your Mentor a Buyers Presentation process (Write down all questions to discuss with your Mentor.) 11 Discuss with your Mentor a Listing Presentation process (Write down all questions to discuss with your Mentor.) 12 Start research on an marketing program or lead capture website if necessary. (Talk to two Partners at Amherst Madison about what they use for a CRM and lead capture.) 13 Ask three people each day Who do you know that wants to buy or sell real estate? 14 Distribute 100 business cards this week (Be creative in how you pass them out.) 15 Make a Facebook post about your successful launch in real estate 16 Review the goals on your Business Plan ; make any updates or additions. 17 Add 3 people as contacts in IMLS Paragon and set them up on Automatic Alerts. 18 Research the MLS and find one property you think is of exceptional value based on price or location. (Print 20 copies of the listing and keep with you to hand out at opportune times.) Study the AM Market Charts and keep studying trends 19 Attend any and all weekly Office Meetings this week. 20 Attend weekly one-on-one Meeting with Mentor/Trainer to discuss progress
14 AMHERST MADISON EARN $100,000 MODULE - 60 DAYS TO YOUR FIRST CLOSING : Week 4 Item # Activity Date Initials Completeion Date 1 Make sure you have called everyone you know and mailed them an "Announcement Letter" or a thank you card with 2 business cards. 2 Add 25 new contacts to your CRM database. 3 Review and practice a sample FSBO script. Locate two For Sale by Owners in your market area and call on two separate days. (Check Craigslist or Zillow for listings.) 4 Review and practice a sample Expired script. Search the MLS for 3 expired listings you would like to list and call on two separate days. (Practice the scripts in a role-play situation with your Mentor.) 5 Distribute 100 business cards this week. (Be creative in passing them out.) 6 Print 200 copies of you Agent Bio or Agent Marketing Flyer and staple a business card to each. (Walk your Farm Area and place on the doorsteps or porch of 200 homes break this Up over a few days if needed.) 7 Work with your Mentor/Trainer on a personalized Buyer s Book. 8 Work with your Mentor/Trainer on a personalized Listing Book. 9 Set up and conduct another Open House this week (door knock TEN-TEN-TWENTY prior to Open House) 10 Add 3 people as contacts in IMLS Paragon and set them up on Automatic Alerts. 11 Implement CRM and SOI database with a market update or other communication 12 Invite your Trainer/Mentor out to lunch or coffee as a thank you for helping you. 13 Continue reading the Millionaire Real Estate Agent and bring any question to your Mentor. Write down your best ideas as you read the book. 14 Attend any and all weekly Office Meetings. 15 Meet with your Mentor one-on-one for review of this program and discussion of long-term goals. Trainer Sign-Off Agent Mentor Date of Completion of this Agreement [END]
15 The below are designed to be a guide for your communications, not necessarily an exact set of works for you to recite. Feel free to customize them to best reflect your manner of communication and style. These dialogues only work when you work, so now is the time to improve the quality of your life and put these into action. Announcement Communication Sample The first step is to send out an Announcement Letter to all friends and relatives in your SOI. However, before you send your Announcement Letter you need to start by making an initial call so that they will be expecting your formal announcement. Sphere of Influence ( SOI ) Introduction Call Hi, (Name). This is (your Name). How are you?/how s the family?/how are things going? (Pause, wait for a response) I am calling today/tonight to let you know about my new career. I am in real estate and have affiliated with Amherst Madison (Name) here in (Location). I m really excited about this change! Amherst Madison has one of the best training and mentoring programs in the industry, and is one of the only real estate companies with documented standards and a philosophy of high class in everything they do. I m working as an Associate, so I m in a tight-knit group of experienced High Producers who are there to guide me on the best way to do things and solve any problems that come up.
16 We have known each other for a while, so I would like to ask for your help. I will be sending you an announcement letter with a couple of my business cards. If you know of anyone looking for a real estate professional, please give them one of my cards. Then give me a call, or better yet ask them if I can call them. Then, all you have to do is give me a call with their name and number and I ll follow up. Or, if you feel really comfortable call me on the spot and put us together on a 3-way call. (Wait for a response, if no response, close the conversation) Possible responses Sure I d be happy to do that. Reply Thanks I really appreciate your support. OR Response Well actually I already have a friend/relative in real estate. Reply Well I certainly understand. I just wanted to let you know what I am doing in case I can ever be of help. OR Response You are brand new, I m not sure I would be comfortable referring you at this time. Reply Well I know I am new to Real Estate, but I have joined the best company in Boise and have great Partners all around me.people who have sold tens of millions of dollars of real estate. My goal is to earn your trust and respect so that I may be of service to you and your friends in the future. [Conversation Close] It s good to talk to you again, let s stay in touch, I will let you know how it goes, etc.
17 Announcement Letter Dear (Name), I would like to share some exciting news with you. I have recently been selected to join Amherst Madison here in (location) working with (Partner or Team Name if applicable). They are one of the area s preeminent real estate companies focused on some of the highest standards and best technology in the business. Check out their website for a minute and you will see the difference. I am currently in an intensive training and mentoring program with a tight-knit group of experienced High Producers. They are guiding me on the best way to run my business and solve any problems that come up. As someone who knows me, it goes without saying that my Clients interests come first and I will always go the extra mile to ensure their satisfaction. If you have any questions regarding services I offer, please give me a call. And if you know someone who is in need of real estate services, the greatest compliment I can receive is your referral and recommendation. Thanks, Name Phone #
18 Announcement Hi (Client first Name), Hope your weekend was great,etc. I just wanted to let you know that I have added you to my list of Clients and Friends who are receiving regular updates from me. The updates include articles to keep you informed about real estate in our community, lifestyle pieces, and a list of local events. There are also money saving discounts from local merchants that you will find useful. It is a piece that I think you will enjoy reading. However, if at any time you would rather not receive anything from me, please just scroll to the bottom and click the unsubscribe button, you will be automatically removed. No hard feelings. I look forward to talking to you again soon. Thanks for being a good friend. (Agent Name)
19 F.S.B.O. Communication Sample SET THE APPOINTMENT You - Hi, my name is. I m a real estate agent with Amherst Madison and I was wondering if your house is still for sale. FSBO: Yes, it is. You: That s good! I work with a lot of buyers and sellers in the [city] area, so I was just wondering how I could help you get the house sold. FSBO: I can t think of any way you can help me. You: Well, if I could bring you an offer that would net the amount of money you feel you must net in order to sell your home, you d consider that offer, wouldn t you? FSBO: Would the offer include a commission? I m selling for sale by owner. You: If I bring the offer it would. And my question is, if the offer nets you the amount of money you feel you must net, would you consider it? FSBO: Sure, I guess so. You: To be certain your home will fit my buyers needs, when would be the best time to look at your home, today at [time] or [alternate] time?
20 FSBO: Do you have someone in mind? A certain buyer? You: Possibly. However, I can t tell until I see your house. You see, I preview houses for all my buyers, and I only take them to houses I know will meet their specific wants, so until I see a house, I don t know if it will be appropriate for anyone I m working with. I like to be familiar with everything that is on the market, so I can provide the best possible service to my clients. One thing I like about your house is.. Another thing is..i know this will resonate with buyers. So, would you like me to put your house on the list of properties that I show my buyers? FSBO: I guess that sounds okay. You: Great! When is a good time for me to come over and see it? [First time] suggestion or [alternate time] suggestion? [Let them know again you have buyers looking in the area.] AFTER APPOINTMENT IS SET, MEET WITH YOU MENTOR/TRAINER ON BEST WAY TO CONVERT THE FSBO TO A LISTING.
21 EXPIRED Communication Sample SET THE APPOINTMENT You: Hi, this is [Your name] with Amherst Madison [Name]. I noticed that your home is no longer listed on the Intermountain MLS and one of my specialties is working with properties that should have sold, but for whatever reason did not. In your opinion, what is the reason your home didn t sell? EXPIRED: I m not sure bad marketing etc. You: With my sellers, I use a multi-step marketing plan to sell their homes. I d like to show you how to get top dollar in today s market. Would there be a good time for me to stop by and give you this information? Would even today at [time] or [alternate time] work better for you? Talking Points: Reasons why homes Do Not sell: Generally, homes don t sell for one of four reasons: price, marketing, condition, or the professional handling of the sale of your house. How do you feel your home was priced? How do you feel your home was marketed? On a scale of 1 10, how do you feel about the condition of your home and the way it appears to potential buyers? What did your previous agent do that you liked? What did your previous agent do that you didn t like? AFTER APPOINTMENT IS SET, MEET WITH YOU MENTOR/TRAINER ON BEST WAY TO CONVERT THE EXPIRED TO A NEW LISTING.