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©2013 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned and operated.

SESSION 12 – Building a Business

1

Time Tip of the Day. . . Don’t forget to take time off

“You should not confuse your career with your life.” - Dave Barry Best practices

•Schedule regular time off •Respect your time off commitment •Find a partner for emergency coverage •Establish a written understanding •Provide your customers contact instructions •Use time off to become re-energized

Session 12 Objectives This session is designed to help you . . .

Look beyond an immediate transaction and see the potential for repeat and referral business Identify the two requirements to build “customers for life” List best practices for building “customers for life” Recognize the importance of creating a plan for success Complete the Goal Setting worksheet Maintain healthy attitudes about your career

Which type of agent are you?

Course Workbook

©2013 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned and operated. 2

Session 12

Customer-focused agents enjoy customers for life What is the financial value of a customer for life? ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Securing a customer for life requires three things

Course Workbook

©2013 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned and operated. 3

Session 12

Good service meets customer expectations. Exceptional service exceeds customer expectations.

Defining Exceptional Service

Think of a previous personal experience in which you received excellent customer service as a consumer. How did the service provider create a memorable service experience? __________________________________________________________________________________________________________________________________________________________________

In what way(s) did the service provider benefit? __________________________________________________________________________________________________________________________________________________________________

How will you deliver exceptional service to your customers and clients? __________________________________________________________________________________________________________________________________________________________________

Course Workbook

©2013 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned and operated. 4

Session 12

When things go wrong Restoring customer goodwill after a breach of service is called recovery. Rules for recovery include:

•Respond immediately •Communicate throughout the process •Take ownership •Make things right •Over-compensate

CENTURY 21 Quality Service Survey

How will you use the CENTURY 21 Quality Service Survey to build your business? ________________________________________________________________________________________________________________________________________________________________________________________________________________________

A dangerous transition The close of a transaction marks the end of an active working relationship, and the beginning of an ongoing follow up campaign.

•Verify customer satisfaction with the closing and the property •Be available and responsive •Intervene as necessary, to help resolve issues •Ask your customer to watch for and complete the CENTURY 21 Quality Service Survey •Change their CRM status to past customer

Show your appreciation

•The written thank you note •The closing gift

Thoughtfully chosen Consumable or lasting?

•Remember Business Benefits •An opportunity for a testimonial •Asking for referrals

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©2013 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned and operated. 5

Session 12

CENTURY 21 Preferred Client Club

•8 contacts per year 2 years - $20 5 years - $38 7 years - $53

•Member Management Reports (Check with your manager)

Don’t let them forget you!

•Email greetings* •life@home newsletter* •Customer appreciation events •Holiday greetings •Stop in for a visit •Ask for repeat and referral business

*Available in Business Builder

How will you keep in touch with your past customers? ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Planning your Success Your success in real estate sales is determined by the number of buyers and sellers you help. The number of buyers and sellers you help is determined by your prospecting activity. How will you know how much prospecting is necessary? You need a prospecting plan

“A good plan today is better than a perfect plan tomorrow.” - Old Proverb “Plans are only intentions unless they immediately degenerate into hard work.” – Peter Drucker

Course Workbook

©2013 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned and operated. 6

Session 12

The Goal Setting Form – Step 3

Customize your Prospecting Plan to help insure you reach your income goals! Available in an electronic version with some auto calculations n CREATE 21 Resource Center –Lesson 1, as well As the manual format

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©2013 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned and operated. 7

Session 12

Best practices

•Use assumptions based on your experience •Ask your broker or manager for input •Monitor your performance on a weekly basis •Adjust your assumptions, your work plan or both •Share with your broker or manager •Be patient!

Attitudes for the Journey Desire to Succeed

“I made a resolve then that I was going to amount to something if I could. And no hours, nor amount of labor, nor amount of money would deter me from giving the best that there was in me. And I have done that ever since, and I win by it. I know.” -Col. Harland Sanders

Perseverance

“Perseverance is failing 19 times and succeeding the 20th.” -Julie Andrews “I’ve missed more than 9000 shots in my career. I’ve lost almost 300 games. 26 times, I’ve been trusted to take the game winning shot and missed. I’ve failed over and over and over again in my life. And that is why I succeed.” -Michael Jordan

Hard Work

“Opportunity is missed by most people because it is dressed up in overalls and looks like work.” -Thomas Edison

Willingness to Grow

“If you’re cooking and not making mistakes, you’re not playing outside your safety zone. I don’t expect it all to be good. I have fat dogs because I scrap that stuff out the back door.” -Guy Fieri

Course Workbook

©2013 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned and operated. 8

Session 12

Grow with CLS. Don’t let the learning stop! What course or training will you enroll in next? __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ The path to graduation

Email instructor when you have played back any missed classes Complete all assigned homework Check off homework on the Reporting Site Post daily business activity Complete the CREATE 21 Final Exam Submit the CREATE 21 certification form (Check Appendix for the form)

Congratulations on completing the classroom portion of CREATE 21!

Thank you for your active participation.

All the best as you continue to build a successful real estate career!

Appendix Items Goal Setting Worksheet CREATE 21 Certification Application Form

Course Workbook

©2013 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned and operated. 9

Session 12

Ask My Broker

Notes on things I need to discuss with my broker or manager for this session: ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Goal Setting Form

Step 1: Set Your Goals Income Goal ..................................................................................................................................................... A)

Average Sales Price ........................................................................................................................................... B)

Average Office Commission Rate Per Side (%) ................................................................................................. C)

Average Office Commission Per Side (B times C) ............................................................................................. D)

Average Office Commission Per Side Less (EXAMPLE) __8__% For Service Fees, NAF, etc.

1. Write amount from D here .............................................................................

2. Multiply D times __8_% noted above ............................................................

3. Subtract answer from D and write on line E ................................................................................. E)

Sales Associate’s Commission Split (%) ............................................................................................................ F)

Average Sales Associate Commission Per Side (F times E) ............................................................................ G)

Number of Closed Sides Needed (A divided by G) ........................................................................................... H)

Number of Sides Under Contract* (H divided by __80%) .................................................................................. I)

(Fallout ratio 20%)

Step 2: Calculate Prospects Needed Per Week Listing Sides Under Contract Needed (60%** of line I) ...................................................................................... J)

Listings That Must Be Taken *** (J divided by 70%)(Fallout ratio 30%) ............................................................ K)

Market Presentations Needed (3 times K) ......................................................................................................... L)

Number of Weeks Worked Per Year .................................................................................................................. M)

Market Presentations Per Week (L divided by M) ............................................................................................. N)

Buyer Sides Under Contract Needed (40% of line I) ......................................................................................... O)

Buyers Needed (3 times O) ................................................................................................................................ P)

Number of Weeks Worked Per Year .................................................................................................................. Q)

Buyers Needed Per Week (P divided by Q) ....................................................................................................... R)

* Reflects fallout ratio ** Percent of Total Sides *** Reflects listings that don’t sell

Step 3: Calculate “People Contacts” Needed Per Week Sellers Total Marketing Presentations Needed * (from line L)

Prospecting Source

Annual # of Presentations Per

Source

Contacts to Produce a

Presentation

Annual Contacts Needed

Weeks Worked Per

Year

Weekly Contacts Needed

Canvassing: Phone

x = ÷ =

Canvassing: In Person

x = ÷ =

FSBOs x = ÷ =

Expired Listings x = ÷ =

Sphere of Influence

x = ÷ =

Target Marketing x = ÷ =

Activity Calls x = ÷ =

Other x = ÷ =

x = ÷ =

*This number should match line L Buyers Total Buyers Needed * (from line P) Prospecting Source Annual #

of Buyers Per

Source

Contacts to Produce a Buyer

Annual Contacts Needed

Weeks Worked Per Year

Weekly Contacts Needed

Signs/Ads x = ÷ =

Open Houses x = ÷ =

Sphere of Influence x = ÷ =

Target Marketing x = ÷ =

Activity Calls x = ÷ =

Other x = ÷ =

*This number should match line P

A Note About Assumptions Initially, you may want to use these assumptions to complete the Goal Setting form. As you become productive and develop

your own records, adjust the assumptions to reflect your actual performance in the field. • 80% of all opened transactions will close (Step 1, Line I) • 60% of your business will come from closed listing sides and 40% of your business will come from closed buyer sides

(Step 2, Line J and Line O). • 70% of all listings taken will sell (Step 2, Line K). • One out of every 3 marketing presentations will end with a signed listing agreement (Step 2, Line L). • One out of every 3 buyer prospects will become a purchaser (Step 2, Line P). The plan also provides a suggested number of contacts needed to produce a marketing presentation and a buyer. NOTE: Check with your broker to validate the assumptions and suggested number of contacts for your market area.

Application for CREATE 21 Certification

Please print all information clearly

Student Information: (As shown in CREST)

Last Name: ________________________ First Name: ____________________ CREST ID #:_______________

Company Information:

Company Name:______________________________________ Company CREST ID #:____________________

Course Information:

CREATE 21 Class ID: _________________________________ Start Date: __________________ (Example: CR21G-855)

Required Production Information: (Requires two listings and one sale pending within four months (120 days) of class start

date):

Listing 1: Address:____________________________________ CREST Transaction #:____________________

Listing 2: Address:____________________________________ CREST Transaction #:____________________

Sale Pending: Address:_________________________________ CREST Transaction #:____________________

Signatures below certify that the above named Student has completed all requirements of Certification for the

CREATE 21 program:

(1) Attendance of all 12 classroom session (If up to two sessions were missed, reviewed recording to make up. If more than two sessions missed, made up via attending another live session)

(2) Homework completed and reported on CREATE 21 website

(3) All Prospecting and production recorded on CREATE 21 website

(4) Acquired a minimum of two listings and one sale pending with 120 days of class start date as stated above.

(5) Broker certified required homework assignments on reporting website

____________________________________________________________ ____________________________________________________________ Student Signature Date Broker/Manager Signature Date

Fax, Mail or Email Completed and Signed Application to: Colette Rogers Learning Operations Manager One Campus Drive, Parsippany, NJ 07054 Phone: 877-221-2765, extension 4937

FAX: 866-594-0321 Email: Colette.rogers@century21.com