Planning and Accountability for the Sales Team
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The document outlines a comprehensive framework for real estate agents to improve their productivity and accountability through effective planning, motivation, and skill development. It identifies key reasons for agent failure, including lack of knowledge and resources, and emphasizes the importance of personal and business planning. Additionally, it includes strategies for generating leads, accountability measures, and personal goal setting to enhance overall performance.
Planning and Accountability for the Sales Team
- 2. 11/09/2014 1 Planning and Accountability Peter Kakos Director – Marshall White Brighton Climb mountains… Not so the world can see you, but so you can see the world -‐ Author unknown producIvity results balance discipline planning consistency accountability What sort of agent do they want to be? What you don’t confront you validate
- 3. 11/09/2014 2 Why Agents Fail • They don’t know WHAT to do • They don’t know HOW to do it • They don’t HAVE the resources • They don’t WANT to do it • Do you have the right people? • Are they moIvated? • Do they know what to do? • Do they know how to do it? • Do they have the right environment conducive to success? Knowledge Four Elements of Success Skill Ac/vi/es A2tude DerivaIves of Income • Follow up • Calls • F2F • Personal MarkeIng • Success MarkeIng • Area Specialist • Outstanding open homes • Appraisals • LisIng Appointments • LisIng win rate • Average commission • Average price • NegoIaIon Skills • Scripts • AWenIon to detail – the liWle things • Service deliverables • Networks • Next 10 -‐ always • V. P. A. • Clearance rates • Days on market • Property Management referrals • Database – Trails and contact points (wriWen and verbal) GeneraIng PresenIng Seller Management Buyer Management NegoIaIon AucIon Client Nurture Balance Value of Time What’s your hourly rate? $ Commission ÷ # Hours worked E.G. $300,000 GCI ÷ 2,310 (55hrs / week x 42 weeks) = $130 / hour
- 4. 11/09/2014 3 $80,000 $70,000 $60,000 $50,000 $40,000 $30,000 $20,000 $10,000 $0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY13 FY12 Typical Agent Year Simplicity is the ulImate sophisIcaIon Business Plan Your Blueprint Review / Preview Financial Plan Marke/ng Plan People Plan Learning and Development Plan Personal / Goals Preview / Review Business Review • What was your greatest achievement FY14? • What worked FY14? • What was your greatest challenge FY14? • What learning's are you taking from FY14? • What will you do differently FY15? Financial Plan Goal Stretch Target Personal Income Average Sale Price Average Comm. (%) Average Comm. ($) Personal Comm. Split (%) Average $ personal fee No. sales p.a. List to sell raIo % No. lisIngs p.a. No. lisIngs per month (10 mths) LisIng win rate % No. qualified lisIng appointments Where is your Biz coming from? Ac/vity % Repeat Clients Referrals Open Homes Just Listed Calls Just Sold Calls Office Telephone Prospect Builder Ac/vity % Investors Networking Expired lisIng Database Personal Contact Door knock Buyer Family / Friends
- 5. 11/09/2014 4 MarkeIng Plan Weekly Just Listed, Just Sold, OFI invites Database calls, buyer emails / calls Pipeline calls, Expired Quarterly Market Update / Snapshot Seasonal (Selling in Winter, Spring, Summer, Autumn info.) Half yearly FY sales and CY sales -‐ report Investment report Annually Client event Anniversary Call Xmas, Easter, Mothers Day, Fathers Day January February March April May June July August September October November December GeneraIng Plan Genera/ng Plan Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Personal Marke/ng NewsleWer Direct mail -‐ Market Update Newspaper Direct Prospec/ng Expired Street IntroducIons Buyers Client base nurture Cards / Mail Calls Market report Email NewsleWer Networking Sponsorships Events Prospec/ng Plan Other Agents LeWer Buyer requirements Just listed / sold Intro -‐ Door knock / call OFI Invite Campaign update Core Business Area Intro call / door knock ‘How much is your home worth?’ offer Call Plan Pipeline A, B, C trails Buyers OFI follow up Min. private showings / week Text updates on sales Clients Post sale contact Referrals, Pop-‐ins Call trails, Client event Self Assessment What am I good at? What am I not good at? What do I enjoy doing? What don’t I enjoy doing? • Team Structure ü What is your team’s current structure? ü Is it aligned with what I propose to achieve in the next 12 months? ü What changes need to take place? ü When will these changes take place? Learning and Development Plan • SWOT • Skill Development – GeneraIng, dialogue, vendor management, buyer management, negoIaIon, lisIng skills, USP… etc. • Training Plan • Courses • Create calendar (What, where, who, when) • Resources – CD’s, Books • Support System – coach, mentor, accountability buddy, manager • Courses • Investment $
- 6. 11/09/2014 5 Personal / Goals Your Top 3 in… • Health / Fitness • Family & RelaIonship • Finance and wealth • Business and Career • Learning Goals • Spiritual and RelaxaIon • Places you’d like to visit • Community / humanity Balance Wheel Family 0 s Rela/onships Health / Fitness Social / Friends Holiday / Leisure Community Wealth Crea/on Crea/ve / Spiritual 10 10 10 10 10 10 10 10 Balance Wheel Family 0 s Rela/onships Health / Fitness Social / Friends Holiday / Leisure Community Wealth Crea/on Crea/ve / Spiritual 10 10 10 10 10 10 10 10 Accountability or Productivity It’s about gesng the most out of your agents S.W.O.T. Analysis Opportunities to exceed plan Threats to achieving plan TARGET Strengths Weaknesses 1 1 1 1 1 2 2 2 2 2 3 3 3 3 3 4 4 4 4 5 5 5 5 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 February 3 $0 1 $0 November 5 $0 November August September October 3 $0 September 3 AGENT: DATE: GCI FY Actual%13/14 #%Saturdays%FY14 Target%14/15 Actual%14/15 Diff.%+/( $0 July July 5 $0 August December 3 $0 Transactions 2 $0 FY Actual%13/14 Target%Listings%14/15 Actual%Listings%14/15 5 $0 0 TOTAL $0 36 $0 0 0 December January January 3 $0 April Average Price Average Fee % Average Fee $ Target Comm. $ April May May October $0 0.00% $0.00 $0 February March March $0 3 $0 June TOTAL June 0 0 0 Diff.%+/( 0 0 0 0 x Learning%and%Development%Plan Business%Upgrades 1 3 2 3 1 Target Actual x x Key Initiatives / Key areas to focus on 1 Annual Priorities Where my business came from Past Clients FY14 % Open Home Referral - Client CBA / Target Mkt / Key Demo. AREC,15, Current%Database%# Target,Database,#,Q1 Target,Database,#,Q2 Target,Database,#,Q3 Target,Database,#,Q4 Referral - Other Agent 4 2 5 3 6 7 1 8 2 9 3 10 11 1 12 2 3 Goals%(%Life%Design Health%/%Fitness Family%/%Relationship Social%Goals Finance%/%Wealth Business/%Career Spiritual%/%Relaxation Places%to%Visit Things%to%do Community%/%Humanity Loved%Ones … Balance%(%Activities%/%Health%/%Family 2 3 4 5 Generating%Plan%(%How%will%I%find%business Target%Sales%14/15 Actual%Sales%14/15 Diff.%+/( Critical Numbers - Previous Year Fin. Year Ending GCI # Sales # Listings Avg. Comm. % D.O.M. Avg. Sale Price PM Referrrals MW,One, Referrals NAB,Referrals 30/06/2014 Non%(%Negotiables Marketing Letter Drop Sponsorship Publicity Buyer enquiry Other,B, Other,B, x x Smart Numbers / KPI's # calls per week Daily mins / generating # sales p/mth # listings p/mth # app p/mth 1 6 1 6 2 7 2 7 1 3 8 3 8 2 4 9 4 9 3 5 10 5 10 ©,Peter,Kakos,2014 Agent,Forward,Planner Pipeline February Proj.,Comm. March Proj.,Comm. April Proj.,Comm. May Proj.,Comm. June Proj.,Comm. 1 Target $0 2 Actual $0 3 Projected $0 4 Total $0 5 Difference $0 6 7 Totals $0 $0 $0 $0 $0 Completed February Comm. March Comm. April Comm. May Comm. June Comm. 1 234567 Totals $0 $0 $0 $0 $0 Not7Yet7Signed 127Month7Budget Six7Month7Target Avegage7Price $1,500,000 Average7Comm. $22,500 Avegage7Price $1,500,000 Average7Comm. $22,500 Average7Fee 1.50% Budget $0 Average7Fee 1.50% TARGET $0 July Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTALS BUDGET Listings 0 0 0 0 0 0 0 0 0 0 0 0 0 Listings7Actual 0 0 0 0 0 0 0 0 0 0 0 0 0 Sales 0 0 0 0 0 0 0 0 0 0 0 0 0 Sales7Actual 0 0 0 0 0 0 0 0 0 0 0 0 0 GCI7Budget $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 GCI7Actual $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Diff $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 July Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTALS TARGET Listings 0 0 0 0 0 0 0 0 0 0 0 0 0 Listings7Actual 0 0 0 0 0 0 0 0 0 0 0 0 0 Sales 0 0 0 0 0 0 0 0 0 0 0 0 0 Sales7Actual 0 0 0 0 0 0 0 0 0 0 0 0 0 GCI7Target $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 GCI7Actual $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Diff $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
- 7. 11/09/2014 6 Minimum Benchmarks ü Minimum GCI > $xk ü Average sale price ($x) ü Average commission rate (x%) ü X lisIngs / month ü X sales / month ü Clearance rate >x% ü X prospecIng calls / week ü DOM (< x days) ü (x) Appraisals per week ü LisIng win rate (>x%) ü (x) AddiIons to CRM per month ü (x) Property management referrals per month Business Plan - Accountability Buyer Appts. Market Appraisals Listings Auctions Source Source T A DB OFI Co Lbox CC Ref DK Other T A DB OFI Co Lbox CC Ref DK Other T A T A March Week 1 0.0 0.0 0.0 0.0 Week 2 0.0 0.0 0.0 0.0 Week 3 0.0 0.0 0.0 0.0 Week 4 0.0 0.0 0.0 0.0 TOTAL 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 April Week 1 0.0 0.0 0.0 0.0 Week 2 0.0 0.0 0.0 0.0 Week 3 0.0 0.0 0.0 0.0 Week 4 0.0 0.0 0.0 0.0 TOTAL 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 May Week 1 0.0 0.0 0.0 0.0 Week 2 0.0 0.0 0.0 0.0 Week 3 0.0 0.0 0.0 0.0 Week 4 0.0 0.0 0.0 0.0 TOTAL 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Buyer Appts. Market Appraisals Listings Auctions T A DB OFI Co Lbox CC Ref DK Other T A DB OFI Co Lbox CC Ref DK Other T A T A 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 On#Track 0.0 0.0 0.0 0.0 Calls F2F Target Letters Database Entries Referrals Other Agents GCI T A T A T A T A T A T A March Week 1 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 $0 $0 Notes Week 2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 $0 $0 Notes Week 3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 $0 $0 Notes Week 4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 $0 $0 Notes TOTAL 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 $0 $0 April 3 Week 1 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 $0 $0 Notes Week 2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 $0 $0 Notes Week 3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 $0 $0 Notes Week 4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 $0 $0 Notes TOTAL 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 $0 $0 May Week 1 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 $0 $0 Notes Week 2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 $0 $0 Notes Week 3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 $0 $0 Notes Week 4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 $0 $0 Notes TOTAL 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 $0 $0 T A T A T A T A T A T A 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 $0 $0 On#Track 0.0 0.0 0.0 0.0 0.0 $0 Property Action T A T A T A Street Action # GCI Listings Sales Street Action # T A T A T A Appraisals Name Want/Need PM=Referrals NAB=Ref Buyer=entries General'Item'Discussion Team=Meeting=Week=Commencing:= Marketing AAA'Buyers Current Pending Meeting'Actions FYTD K.P.I.'s Generating AAA'Chase'List Prospecting MTD QTD Letters The'Numbers MTD QTD FYTD 1200 client rela/onships with relevant contact plan – managed and nurtured using CRM on a 90 day call cycle = 20 cal ls / day 100 / week 400 / month 1200 / quarter
- 8. 11/09/2014 7 People need to be reminded more than they need to be instructed Will.I.Am I'm ignoring my problems and paying aWenIon to my dreams.. So you've got to put yourself in a situaIon of opportunity, opImism, confidence, determinaIon, discipline..... Surround yourself with good people.... Good people... That's how you get there. Yesterday I was clever so I wanted to change the world... Today I am wise so I want to change myself Thank You