The official newsletter of HUNT Real Estate Corporation
A Message from Peter F. Hunt page 2
Win-Win Leads page 7
HUNT ERA Preferred Warranty page 12
August/September 2015 | Issue 75
The Truth About Newspaper Advertising by Dan Mirsky, Director of Marketing NAR Study Deems Newspaper Advertising Ineffective For many years, newspapers have been a predominant piece of most real estate advertising strategies, HUNT included. It’s no secret that newspaper circulation continues to decline year after year. The papers will tell you that their readership is more dedicated than ever, which is their primary justification for charging you (and us) higher ad rates. The truth is the effectiveness of having a presence in the newspaper is not what it once was, especially when it comes to advertising your listings and yourself. Sure, it may look impressive for your company to have a multi-page spread in the Sunday paper, but is it really attracting home buyers and sellers? Not according to the National Association of Realtors. In the NAR Profile of Home Buyers & Sellers sur-
vey, a yearly analysis of the demographics, preferences, and experiences of buyers and sellers, they state: First Step Taken During the Home Buying Process: 42% looked Online 1% looked in Newspapers How The Home Seller Found Their Real Estate Agent: 38% Referral 1% Newspaper or Home Book ad Here at HUNT, we invest in a number of impactful online platforms to help market you and your listings. Some are highly visible, like HUNTrealestate.com and our listing syndication to Zillow, Trulia, and Re-
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A message from Peter F. Hunt Chairman & CEO
How to Avoid the Danger Ahead I was invited to speak at a conference held earlier in the month in New York City. There was a parade of speakers who covered topics ranging from the regulatory environment to lead generation and distribution to new business models. All throughout the discussions there were mentions of “disrupters” to our business— those influences from inside and outside our industry that have the potential to change our business, not necessarily always for the better. If you are interested in knowing more, google “Danger Report.” What will come up is the NAR-sponsored study that covers 50 potential disrupters. It will be a focus of our Leadership Conference this year, is well done, mostly evenhanded and covers in some way all the things I learned about at the RISMedia conference. After going through the report, you may ask yourself how, in this new world, can I avoid the danger ahead? Then David Knox came to each of our New York Regions to address us on “How to Double My Income.” Yes, double my income with all these disrupters! About 600 of our Agents and Leadership Team members learned how we could change some of our behaviors, learn some new dialogues and “live the lifestyle of a person making what I want to make.” David asked us to consider carefully our own personal vision, to examine our feelings to determine the “why” of our real estate business experience. Without an understanding of the why, the “what” will mean little—the first step in avoiding danger.
David then explored with us the “lots of little things” that we all could do that can change our career trajectory. Among them are: 1) Instead of emailing or even calling on the phone, go directly to the house when pursuing a listing opportunity. 2) Fine tune our lead generation and prospecting skills and practice our dialogues, first by studying proven technique (the David Knox series accessible from your AgentAchieve dashboard is at your fingertips), then role playing (video yourself!), finding a mentor, and ultimately through first-hand experience in the market. 3) Get face-to-face with more customers, the easiest and most direct means being a well-chosen open house—the customer actually comes to us. 4) Build your Center of Influence and use the CRM system uniquely available to you— your AgentAchieve dashboard. 5) Respond to all inquiries (did you know that 42% of all inbound calls go unresponded to?)—most customers (72-74%) will deal with the first customer they come in contact with. All these little things add up to more listing appointments, essential to doubling your income. What happens next? David explored with us the dynamics of a successful listing presentation, which begins with the first contact. Do you have a pre-listing package that you can send or deliver to the seller in advance of your listing appointment? If not, review David’s video, RL 25. Put that package with “homework” and David’s pre-listing video in the hands of the seller. You will already be way ahead of the competition.
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Career Devlopment by Bob Scholz, Director of Training
David Knox comes to HUNT ERA! Over 600 HUNT ERA agents in Western & Upstate New York attended The Art of Listing seminars presented by David Knox. The sessions were held for our agents and guests in Albany, Syracuse, Rochester & Buffalo and they were a great success. David talked about prospecting for listings in today’s market and how to obtain more saleable listings in the upcoming fall season. Highlights of his sessions included an emphasis on “picking up the phone.” He explained how today buyers want immediate responses to inquiries online. He talked about the HUNT Hotline and AgentAchieve giving us an advantage in the marketplace by providing immediate and on-going communication with the consumer. David also broke down the listing process into two parts. The first being the pre-listing period when you establish a connection and build trust with the seller. He explained the value of a pre-listing package and how impressed he was that HUNT ERA provides such a marketing piece. The second phase of the listing, he explained, is the actual face-to-face appointment. David broke down the listing presentation into the six steps, as are outlined in the Seller Select program. Finally, David thanked HUNT ERA for being the first company to sign up for his online and ondemand video training. He encouraged the agents to take advantage of this exceptional learning tool. Every HUNT ERA salesperson has access to the Knox videos at no cost through their AgentAchieve account. David Knox is an internationally recognized authority on real estate pricing, selling and negotiation. As a real estate speaker and trainer, David has been honored with the highest designations and achievements in the real estate industry.
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Agents of the Month Buffalo
July
August
Akron Amherst Buffalo Metropolitan East Aurora Hamburg KenTon Lancaster Lewiston Lockport Orchard Park West Seneca Wheatfield Williamsville-Clarence Williamsville Village
Margaret Tuerk Judy Jack Lewis Rob Blake Kathleen Mason Millie Blasz Achtyl Mark Brylinski Jeanine Kacala Cynthia Van Dusen Dianne Shaw Donna Starnes Janice Doktor Mark Lemke Karen Baker Bonnie Clement
Cheyanne Seelau Judy Jack Lewis
Richard Testa Sandi Van Camp Rhonda McGonnell John Denniston Vince LoCastro
Richard Testa Dawn Marie Kane Rich Orczyk John Denniston Alfred Constantino
Steve Starke Lou Ann Spaulding Marsha McCarthy Jeanine Kacala Barb Kivi Dianne Shaw David & Diana Nathan Jennifer Sennett Jennifer Schreckengost James Hoffman Bonnie Clement
Rochester Brighton-Pittsford Canandaigua Greece Perinton Webster
Central & Northern NY/Carthage Watertown Camillus Cazenovia Chittenango Clinton DeWitt Liverpool Manlius Oneida Watertown Cicero
Joy Bush Thomas Tait Bruce Quilter Barb Owens Chip Hodgkins
Thomas Tait Robert Freunscht Barb Owens Chip Hodgkins Team
Gaulin Team Mary Pat Adams Suzanne Krouse Shane Tibbitts
Judy Winslow Jeanette Denney Deborah Manning & Shirley Litz Bees Team
Dede Olds Dan Lesage Jen Ball Nina Sher
Judy Viger Joe Carusone Jen Ball Sandy Evans
Mary Montague Julian DiLeano
Joseph Ayatta Wayne Gebhardt & Cathy Neilson-Ragusano
Capital District Saratoga Springs Loudonville Glens Falls Slingerlands
Arizona Tempe Scottsdale
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The Truth About Newspaper Advertising by Dan Mirsky, Director of Marketing
altor.com. Others are considered more “behind the scenes” promotions, like our Search Engine Marketing - which is essentially purchasing keywords on Google and Bing to ensure when someone is searching for real estate in your city, HUNT Real Estate shows up on the first page as often as possible. The most recent addition to our online marketing arsenal is the HUNT Digital Listing Center. We are the only real estate firm in any of our markets that offers this all-inclusive and automated marketing package to its sales professionals. By providing you a property website, virtual tour and YouTube video for each listing, we are incrementally expanding our digital footprint with every property you bring on the market. Here’s why it’s important: Sources Buyer Used During The Home Search Process 92% used the Internet 21% used the Newspaper Where Buyer Found The Home They Purchased: 43% Internet 1% Newspapers Between 2009 and 2013, real estaterelated Google searches increased by 253% So with all of these stats from the National Association of Realtors affirming the power of the internet, why do real estate companies and their agents continue unmitigated spending on newspaper advertising?
In our case here at HUNT, we have it written into our Seller Select program that we’ll guarantee newspaper ads for ALL new listings, open houses and qualifying price reductions. This has created a massive dependence on the newspapers, a medium that continues to increase in price, but wane in performance and consumer influence. As we take on more listings, the larger our dependence becomes. It also sends the incorrect message to our customers that, regardless of what the numbers say, we will continue to put the most amount of our marketing weight into a vehicle that will not result in the sale of their home. At HUNT, we are dedicated to winning you more business and investing in tools that will make you the most productive sales professional you can be. At the same time, we’re also committed to the success of our clients, promising them the best opportunity to get their house sold quickly and for the highest price. As we approach the end of our fiscal year in October and begin charting our 2016 marketing and advertising strategy, we will be evaluating all of the places we invest our marketing dollars - not just in print, but also online to ensure we’re utilizing sources that are trackable, have an engaged audience, are high visibility, and - ultimately - generate more leads for you. Our goal is to use our media dollars more intelligently, targeting buyers and sellers in the places where they are most likely to look for real estate listings and services. Stay tuned to next month’s newsletter, your email, and attend your weekly office sales meetings, where we’ll be sharing more information about our 2016 marketing and advertising strategy with you.
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Learn The Skills To Become A Leader by Dan Mirsky, Director of Marketing
The HUNT Leadership Development Program is coming! We take great pride in developing the future leaders of our organization from within. The HUNT Leadership Development Program (LDP) is a 10month spaced learning program consisting of webinars, video-conferences and four two-day overnight sessions conducted in Buffalo. It is specifically designed for those who have demonstrated a talent and interest in leadership in any of the companies or departments within HUNT Real Estate Corporation. Upon completing the LDP, participants will: 1. Be able to describe their personal leadership style and how to use it effectively within the context of HREC 2. Be able to adequately define a change process and successfully implement an organizational change
3. Develop the necessary skills to execute effective and informative business presentations 4. Become familiar with business plan and action plan models used at HREC 5. Develop culturally competent behaviors and attitudes 6. Understand the key dynamics necessary to build and grow a “Ideal� business environment Outside readings and projects form the basis of this experiential learning format. There is an application process and you must be recommended by your supervisor. Applications will be available in October with the Orientation session taking place November 12th. If you're interested in participating, please contact your Branch Director or department supervisor for consideration.
Employee of the Month by Charlie Hunt, General Manager of Rochester Region & Director of Corporate Relations Renee Smith is August Employee of the Month. Renee embodies all of those behaviors that any company would look for in a model employee. She travels a long distance to the office, yet is never late - she is often early! To say the least, Renee is responsive and attentive. After sending an email on a weekend, and expecting a reply on Monday, Renee usually responds very quickly. She is always willing to help anyone at anytime. During the recent move in Manlius we were dealing with dozens of different vendors and a multitude of different problems. Alongside Dave Pendergast and Jackie Carr, Renee was there to make things happen, and always with a smile.
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Relocation by Mary Croglio, Director of Relocation
Win-Win LEADS... Everyone wants a “good” lead. Together let’s become experts on lead management and conversion. Time is a money. You can only be in one place at one time, so use your extended HUNT family to help you earn more. If a customer is looking for a property outside of your area of expertise, or even within your own metropolitan area, let Grace Bindemann know. She will place the customer with one of the experts in that area and you will earn referral compensation. We do ask for participation on your part. In order for us to select the agent that best suits the client and make sure we provide a “good” lead to the assigned agent, provide the same information you would want if you were receiving a “good” lead. We need the client’s name, address, phone number, price range, email, time frame and motivation. If you prefer, you can speak with the assigned agent first to make sure you are comfortable with our selection. You can place these referrals with Grace and she can find an agent in one of our HUNT offices in Buffalo, Rochester, Syracuse, Watertown, Albany, NY or Phoenix, Arizona. If we have to go outside of our HUNT family, we can do that, too. We can use our relationship with the Cartus broker network and select a broker and agent from almost anywhere in the country to provide listing or sales services. Rest assured, you will still get compensated. Remember, employees - including Core Services employees - can earn a bonus by providing leads to HUNT Relocation, too.
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A message from Peter F. Hunt cont. Chairman & CEO
Now you arrive at the house. More little things: 1) Dress professionally—we live in a casual world. You can be exceptional just by dressing like a business professional. 2) Get rid of the smells—don’t overpower the environment. 3) Follow a simple guided approach to the goal of securing the listing: a. Build rapport and trust. Ask conversa tional questions and take notes. Again, refer to RL 25 in David’s series for an effective “seller counseling interview”. b. Present our “6 Steps to Success” Seller Select listing presentation. c. Close for their commitment to list with you. d. THEN present the CMA! You may be saying to yourself that you could never do it that way. All the seller cares about is what we think he can sell for and how much our commission is. We’ve always strived to be different and better at HUNT. Following the pattern David suggests and we support through our Career Development program will set you apart, create more
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listing opportunities and allow you to double your income—and avoid any danger that may lie ahead. Last month I wrote about the Team Concept at our Company. The essence of any team in real estate is a strong listing inventory— which is why we brought David in before we had our Town Hall meetings on forming and operating teams successfully. Watch for the date for this meeting in your Region coming up this fall. I assure you—there will be nothing like it in the industry.
News Around the Regions Buffalo/ Niagara
Our Lewiston Branch has been busy with events! On July 24th, Lewiston had our first Thirsty Thursday at Water Street Landing in Lewiston.
August 14th we had a HUNT Family day at Fantasy Island.
Williamsville/Clarence celebrated Mary Ann Kopp's retirement! She was with the company for 23 years as an Administrative Assistant. She was an absolute integral part of their office and she will be missed greatly! We wish her the best as she enters this new chapter of her life.
Williamsville/Clarence welcomes their new Administrative Assistant Luanne Castronova. Welcome to the team, Luanne!
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News Around the Regions cont. Buffalo/ Niagara cont.
Rochester
West Seneca Office Deb Zych has been nominated for a seat on the BNAR Board of Directors. She is the only HUNT agent on the slate and would be appreciate your support - and your vote - this October. From Deb: "I have had the good fortune to have worked in the real estate industry for the past 15 years. During that time, there have been up and downs, and many changes in the industry, especially in the field of technology - with more exciting changes to come. With my varied experience as an associate broker, office manager, recruiter, and now sales agent, I bring a wide range of experiences to the table and would be honored to share them with the membership. I will work hard for your interests, and would be honored to have your support."
It may be the end of summer, but Rochester is still HOT! HUNT agents continue to list & sell and put sales on the board. Our new agents are contributing to the numbers and we are proud to say all are ramped up and producing. Larry Maggulli was recognized in 2014 by ERA for being in the Top 3 worldwide for # of units sold! He was awarded the esteemed Circle of Success Leaders Circle award. Last year, Larry and his team sold 174 units. This year they are on track to do an astonishing 300 units! This translates to an impressive 90% increase in sales-Way to Go! The Rochester Region has on-boarded several new agents in the month of August. It was a banner month! We look forward to welcoming several more to our rosters in September. We would like to Welcome the following to our team: Doug Osterling-Perinton Jonathan Zongor-Perinton Russell Militello-Perinton Allen Burnett-Brighton/Pittsford Erik Olton-Brighton/Pittsford Heather Burgio-Brighton/Pittsford Derrick Phelps-Greece
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Career Development by Bob Scholz, Director of Training
In his book “Who Moved My Cheese?” Spencer Johnson explores the results of our resistance to change. The story of Sniff and Scurry and Hem and Haw has valuable lessons for real estate professionals.
way. We allowed our skills of finding converting leads to weaken. Soon, as the leads were moved, some wished they would go back to the way it used to be. Others just complained about “who moved the Leads?” There were, however, some real estate professionals that ventured into their new maze to find the leads. They eagerly accepted the changes without resistance and soon found the new source of leads.
What has changed? Certainly leads have changed! Where we find leads and how we convert them has shifted, just like the cheese in Johnson’s book. In the book, Hem and Haw expected that the “cheese” would always be in the same place whereas Sniff and Scurry where constantly working and learning where the “cheese” might be if it was moved.
So what can you do? If you are still Heming and Hawing, it’s time to take your career into your own hands. It’s time to embrace the changes, rather than resist them. You can learn new skills for finding and converting the leads. Put on your “track shoes,” attend training and acquire the skills you need to make these new leads work for you.
Hem and Haw were so complacent in their belief that things would not change that they even allowed their running skills to dwindle, making them ill prepared for the changes that were to come.
Accept your tools like LeadRouter, AgentAchieve and the HUNT Hotline that help you not only find where your leads were moved, but what to do with them once you have found them.
So what does this have to do with real estate? Well, frankly someone has moved our leads! Floortime, call-ins and sign calls, where the leads used to be found has shifted to the internet. At first, many of us acted like Hem and Haw and ignored this paradigm shift. We expected that the leads would always be there and in the same
Want a quick pep talk? Read the book, “Who Moved My Cheese?” and you will obtain insight in the danger of change resistance, or simply watch the video at: https://youtu.be/91YxXk3fmw8
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The Preferred Home Warranty of HUNT Real Estate ERA by Charlie Hunt, General Manager of Rochester Region & Director of Corporate Relations We have partnered with American Home Shield (AHS) to offer unparalleled protection to your clients, giving them access to the most innovative home warranty in the business - the ERA Home Protection Plan. You’re probably aware of how important a home warranty is for your buyers, offering them peace of mind and relief from the expenses of unexpected breakdowns. But did you know it’s just as important to offer an AHS Warranty to your sellers? Homes that include an AHS Home Protection Plan SELL FASTER and for MORE MONEY than homes sold without a home warranty!
Jaida Patrick Account Manager American Home Shield
866-225-7906 jpatrick@ahslink.com
Welcome to HUNT! We would like to welcome the following newly licensed agents from across the company: George Hasiotis - Scottsdale Jacqueline Higgins - Scottsdale Candelaria Del Rocio Munoz - Scottsdale Galina Babayeva - Scottsdale Suzanne Yale - Hamburg Kevin Buchanan - Metropolitan Amanda Hyman - Hamburg Angela Nolan - Lancaster Nina Jack - Amherst Melissa Brown - Amherst Alshathley Shaibi - Metropolitan Luanne Castronova - Williamsville/Clarence Khristin Nowaczyk - West Seneca Patricia Caine - Metropolitan Trena Etherton - Williamsville/Clarence Daniel Haick - Wheatfield
Felipe Branford - Metropolitan Karen Aichinger - East Aurora Maria Ortiz Lucchese - Saratoga Springs Derrick Phelps - Greece Erik Olton - Brighton/Pittsford Johnathan Zongor - Perinton Virginia Mann - Manlius Tara Hash - Manlius Heather Burgio - Brighton/Pittsford
We would also like to welcome the following experienced agents from across the company: Patricia Shultes - Saratoga Rebecca Leverette - Loudonville Whitney Rosati - Clinton Patrick Hummel - Liverpool Rebecca Abukhdair - KenTon
To assist you with all of your home warranty needs, we’d like to introduce you to Jaida Patrick, our new Account Manager at American Home Shield. She can answer any questions you have about the ERA Home Protection Plan issued by AHS, including how to market them to your clients, price comparisons, understanding the coverage options available, and much more. Jaida will be sending you periodic email reminders about the benefits of selling an ERA Home Protection Plan to both your buyers and sellers. She is also just a phone call or email away.