Power Session 1: Building Validity and Positioning Lead Generation 36:12:3 Power Session 1: Building Validity and Positioning

Power Session 1 In this Power Session … Introduction Personal Validity Powerful Positioning Sprinting Past the Competition Putting It All Together Page 1

Introduction Ground Rules Arrive on time. Form groups quickly. Power Session 1 Ground Rules Arrive on time. Form groups quickly. Limit side conversations. Turn off cell phones and pagers. Be comfortable. Respect time. Respect each other. Help each other. Respect confidentiality. Have fun! Page 3

Introduction How You Will Learn Learning Methods Manual Classroom Power Session 1 How You Will Learn Learning Methods Manual Models/Systems Exercises/Discussion Stories Classroom PowerPoint slides KWConnect videos Classmates/Instructor (continued) Page 4

Accountability Feedback Loop Introduction Power Session 1 How You Will Learn Accountability Methods Lead Generation Action Plan Accountability Partner/Program 1. Set Goals 2. Do Key Activities 3. Measure Results 4. Evaluate Process 5. Make Adjustments Accountability Feedback Loop Page 4

Read, underline, and share … Introduction Power Session 1 Why You Are Here You are a Real Estate Professional. Read, underline, and share … Page 5

Introduction Building Your USP A five-step model … Page 6 Power Session 1 Building Your USP A five-step model … Personal Validity Personal Validity Step 1: How You Describe Yourself Step 2: How Others Describe You Powerful Positioning Step 3: Define Your Customer Service Powerful Positioning Step 4: Create Your Value Proposition Powerful Positioning Step 5: Create Your Unique Selling Proposition Page 6

Introduction Why You Are Here Power Session 1 Why You Are Here You’ll craft a Unique Selling Proposition (USP) that you can use in your lead generation activities. You are here! Page 7

Introduction What Will Make This a Great Training Experience Page 8 Power Session 1 What Will Make This a Great Training Experience Page 8

The knowledge, attitudes, skills, and beliefs you already have. Personal Validity Power Session 1 What makes you valid? The knowledge, attitudes, skills, and beliefs you already have. Page 9

Personal Validity Two Sources: Power Session 1 Two Sources: Step 1: The words and phrases that you would use to describe yourself. Step 2: The words and phrases that others use to describe you. Page 9

Personal Validity real estate relevance your experience Power Session 1 Step 1: How You Describe Yourself No matter what your story is, you are uniquely qualified. Two-part process: Examine your experience. Make it real estate relevant. real estate relevance your experience 1 2 Page 10

Personal Validity Part 1: Examine Your Experience Power Session 1 Part 1: Examine Your Experience Start with your résumé. Consider what you know. Think about your attitudes and beliefs. Part 2: Make It Real Estate Relevant How is it beneficial to your customers? You have already used your experience to help your customers! Page 11

From the “2006 NAR Profile of Home Buyers and Sellers” Personal Validity Power Session 1 Consider what buyers and sellers say they want: Buyers % Sellers 1. Agent is honest and trustworthy 25% Reputation of real estate agent 35% 2. Agent’s reputation 23% 21% From the “2006 NAR Profile of Home Buyers and Sellers” Page 12

Personal Validity EXERCISE How You Describe Yourself Time: 20 minutes Power Session 1 EXERCISE How You Describe Yourself Thoughtfully answer the questions on page 13. Your instructor will guide you from there. Time: 20 minutes Pages 12-14

Personal Validity DISCUSSION How Did You Make It Real Estate Relevant? Power Session 1 DISCUSSION How Did You Make It Real Estate Relevant? Pick a phrase to share with the group. State your original word and describe how you made it real estate relevant. Time: 10 minutes Page 14

Personal Validity Step 2: How Others Describe You Power Session 1 Step 2: How Others Describe You Compelling part of your validity Indicators of your strengths Persuasive picture of your integrity Think about: People you care about People you respect People you have great business relationships with Your past customers Page 15

Personal Validity EXERCISE How Others Describe You Time: 10 minutes Power Session 1 EXERCISE How Others Describe You Complete the table on page 16. Share your answers with the class. Time: 10 minutes Pages 15-16

Personal Validity Collecting What Others Say Power Session 1 Collecting What Others Say Underscores your validity to potential new customers Just ask to use what’s been said and their name. Keep these posted! Page 17

Personal Validity EXERCISE Collect a Testimonial Time: 5 minutes Power Session 1 EXERCISE Collect a Testimonial Think of somebody you’ve done business with. Get out your cell phone and call them. Ask for a testimonial. Thank them. Time: 5 minutes Page 17

Powerful Positioning Stand apart from the crowd! Power Session 1 Stand apart from the crowd! Step 3: Define your customer service Step 4: Create your VP Step 5: Create your USP Page 19

Powerful Positioning Buyers Step 3: Defining Your Customer Service Power Session 1 Step 3: Defining Your Customer Service Buyers Page 20

Powerful Positioning Sellers Step 3: Defining Your Customer Service Power Session 1 Step 3: Defining Your Customer Service Sellers Page 21

Powerful Positioning What Services Do You Offer? Power Session 1 What Services Do You Offer? Analyzing needs and wants Determining price strategy Advising on repairs Developing a marketing plan Evaluating offers Negotiating counteroffers Preparing post-contract work list Coordinating document preparation Reviewing closing documents Assisting with post-closing Page 22

Powerful Positioning EXERCISE What Do You Offer? Time: 10 minutes Power Session 1 EXERCISE What Do You Offer? Itemize the services you offer on page 24. Include real estate relevant phrases, customer services you excel in, and any other relevant aspects of working with you. Time: 10 minutes Pages 23-24

Powerful Positioning Step 4: Create Your Value Proposition (VP) Power Session 1 Step 4: Create Your Value Proposition (VP) Distills services into benefits Says what you’re doing for the customer Explains the complexity of what you do Keeps you accountable States the customer-specific benefits Page 25

Powerful Positioning Example Value Proposition See page 26 Page 26 Power Session 1 Example Value Proposition See page 26 Page 26

Powerful Positioning EXERCISE What Benefits Do You Offer? Power Session 1 EXERCISE What Benefits Do You Offer? Refer to your list from Step 3 and craft up to 10 benefits on page 28. Select powerful words. Phrase your VP in terms of what the customer “gets” as a result of your service. Time: 15 minutes Pages 27-28

Powerful Positioning EXERCISE The Benefit of Sharing Benefits Power Session 1 EXERCISE The Benefit of Sharing Benefits Select one of your benefits. Share your benefit with the class. Revise a benefit. Share your revised benefit with the class. Time: 10 minutes Page 29

Powerful Positioning Power Session 1 Step 5: Create Your USP by Combining Your Validity, Services, and VP Your unique, memorable, and persuasive statement Your advance presentation Page 30

Powerful Positioning Make It Unique By: Power Session 1 Make It Unique By: Presenting a truly different and unique service Tweaking a service Wording it cleverly or uniquely Page 30

Powerful Positioning EXERCISE What is Your USP? Time: 10 minutes Power Session 1 EXERCISE What is Your USP? Select your best VP and make it unique. Clip out your USP—use it in future sessions and future business! Time: 10 minutes Page 31

Sprinting Past the Competition Power Session 1 What’s the power of your USP? Validity and positioning in your presentation! Your USP is ready for you to pick it up and go! Page 33

Putting It All Together Power Session 1 Power Session Aha’s What were your aha’s from this session? Page 35

Thank You for Being Here! Don’t forget your evaluations!