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Tom职场19丨地产经纪人失败的五个原因 – 译学馆
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Tom职场19丨地产经纪人失败的五个原因

5 Reasons Why Agents Fail In Real Estate | #TomFerryShow Episode 19

20多年来
for over 20 years
我一直致力于给大家带来最好的商业策略 让生意蒸蒸日上
i’ve dedicated my life to bring you the very best business building strategies to keep you thriving
准备好体验你们一直所追求的成功吧
get ready to experience the success you’ve been searching for
欢迎收看汤姆菲力秀
welcome to the Tom Ferry show
大家好 欢迎收看汤姆菲力秀第19集
hey,everybody,welcome to episode 19 of Tom Ferry show
看看这个励志的主题
look at this motivational topic
为什么地产经纪人会失败
why are people failing
我知道这听起来很奇怪
i know it sounds strange
你说 等一下 汤姆
because you say,wait a minute,Tom
现在经济发展得很好
the economy is great
没有库存房屋要急于出售
there’s no inventory homes selling
今天的营销策略对于大多数机构来说
really quickly,i mean the marketing strategy today for most agencies
就是在电脑盘上按enter键 进入MLS系统 然后就搞定了
hit enter into the MLS and bam it’s gone
在经济不景气的时候代理人失败的5个原因
and yeah,the same five reasons agents were failing in the bad economy
同样也是代理人在经济状况良好的情况下失败的原因
they are failing in this economy
一起来看看 然后希望今天能解决其中一个问题
let’s take a look and i wanna solve one of them today
失败的第一个原因 没有计划 没有策略
so the first reason why they fail is no plan,no strategy
你能相信吗 如今进入房地产行业的代理人
can you believe that the agents are getting into the real estate today
都希望能挣到六 七位数的薪资
with an expectations of making six figures seven figures
但是却没有任何计划和策略
and they have no plan,they have no strategy like
无论是市场计划还是你每天的基本行程安排
how much of what and by when whether it’s the market plan or just the basics of your schedule every single day
还是能让你完成目标的正确的销售活动
the right activities leading you to the accomplishment of your goal
所以失败的第一个原因是因为没有计划
the number one reason people fail is no plan
第二 吸引不到足够多的客户资源
number two is they failed to attract enough lead generation
所以 我们今天主要解决这个问题
so you can see,we’re gonna work on that one today
第三 销售转化率太低 这一点我们一直都在说
number three is poor conversion,we’ve seen this time and time again
代理出去无论是把钱花在Zillow还是Realtor Trulia BoomTown或销售转化率
agents that go out and spend money on whether Zillow or Realtor,Trulia,BoomTown or conversion
或者是任意一种大型在线客户开发的门户解决方案
or any one of the big online lead generation portal solutions
但他们并没有跟进
but they don’t follow up
他们甚至都不会去尽快跟客户联系
they don’t even,you know connect with the leads soon enough,so they
所以他们会失败
fail in this industry
第四 服务太差 这一点我们都知道
number four poor service,we know that
第五 很显然 他们只是没钱了
but we go number five obviously is they simply run out of money,now
我知道你们在看这个视频 我希望你们能行动起来 而不是说
i know you’re watching this,the hope is as you’re doing,you’re not saying
等一下 我觉得很内疚 非常内疚 不不
wait a minute,i’m guilty,i’m guilty,no no
不要觉得内疚
don’t be guilty of any of these
现在我们就集中于讨论这一点
let’s just focus on this one
我们刚刚调查了一千位我们的最佳客户
we just surveyed a thousand of our best clients
看看这个数字
take a look at the numbers
我们主要问他们
we ask them essentially
你们的业务都是从何而来
where did your business come from
有多少种不同的方式去吸引客户
how many different ways are you attracting clients
我的价值主张是
now my value proposition
我是说 当我12年前创立这家公司的时候
I mean,when i started this company 12 years ago
我到处查看我的竞争对手
i look around my competition
你注意到他们基本上就像是…
and you notice basically people were like in the…
我们只做推荐
we only work referrals camp
或者是勘查
and there was the sort of we only prospect camp
还有一些人说他们只专注于销售
and there were some people said we just focus on marketing
那我的基本价值主张就是
well,my basic value proposition and
不存在错误的服务顾客的方式
there’s no wrong way to serve customers
不存在错误的吸引顾客的方式
there’s no wrong way to attract customers,now
如果你要说要从伦理和道德的角度去肯定 例如某个人经过别人的桌子
i know if you say ethnically or morally sure,somebody walks by somebody’s desk
偷了别人的东西类似于这种…
steals all her stuff like…
这当然是不对的
that would be bad
但是我们要说的是 在房地产行业没有错误的潜在顾客的来源
but we’re talking about there’s no wrong lead generation source in real estates
我们要做的是去了解你和你的价值主张
it’s about knowing you,it’s about knowing your value proposition
你要清楚自己的目标 你有多大的野心
it’s about you know what are your goals,how ambitious are you
看看什么是最有效的
so take a look at what is working
我相信你们已经看过清单了
I’m sure you’re already looking at the list
去年他们的全球竞争力指数排名33 完成了372000美元的交易额
last year they did 33 sides,372 thousand dollars in GCI
这是你的时代 摇滚明星 是属于很棒的房地产销售专业人士
so this is your big time,rock star,terrific real estate sales professionals
且大都来自美国 加拿大 澳大利亚 新西兰等等
from all over the US,Canada,Australia,New Zealand etc,here is
这些是最大的客户来源 第一 数据库
top sources,number one database
我们刚刚针对这些客户做了一个有趣的调查
we just did an interesting survey of these clients
也调查了一千名非指导客户
and we had a thousand non-coaching clients that we surveyed as well
有40%的人都站在非指导客户这边 甚至有些还进行了客户关系管理
would you be shocked to hear that only 40% of the people
听到这些是不是很震惊
on the non-coaching side,even had a CRM
过去我们讨论过这种现象
we talked about that one on the past,Eddie members
这是整个视频的核心
that’d be the hub,right that whole video
我们的客户希望他们看到的跟你看到的是一样的
so our clients are seeing hopefully the same thing you seeing
有了数据库之后 每隔60到90天就去联系他们
by having a database,by reaching out them every 60 to 90 days
知道他们住在哪里 然后问一些问题
finding where they are and asking them questions,have any thoughts
是否有了解房子最新估值的想法
of selling your curiosity about the new value of your home
他们能赢不仅仅是因为之前的客户能与他们再次成交
they’re winning not only with their past clients repeating with them again
还有很多意料之外的推荐客户
but they are also seeing a tremendous windfall referrals
第二 实际上这一点排名有所上升
number two actually this one moved up
从2013年到14年 到现在15年 开放式房屋销售方式成为大势所趋
from 2013 to 2014 now 2015,open houses are crushing
上周我和Kyle通电话 他现在是个大人物了 他上周在加利福尼亚的圣地亚哥
I was on the phone with Kyle whistle,big shot out to Kyle,in Santee San Diego,San Diego California last week
他跟我分享说
and he was sharing with me that
在他的地盘上 他正在努力出售手上的第十五家上市屋
in his particular farm he’s working 15 of the last 17 listings in his markplace
我问他他是怎么做的
he received and when i ask him how ,he said
很多的这种开放式售房策略 汤姆 就是这些年你一直在说的
the mega open house strategy,Tom, the stuff you’ve been talking about for years
我邀请所有的邻居过来看房子
I invite all the neighbors in,they see the house,you know we have
大家一起度过了快乐的时光 享受了美食和饮料
some fun,we have some food,we have some drink
你知道吗 感觉就是客户关系管理第101条
you know what,it’s like relationship management 101
我成了代理人
i become the agent
干得好
so good job,Kyle
现在开放式看房的房产销售方式是非常受欢迎的
so open houses is crushing it
在线售房 我们知道的Zillow Realtor Trulia这三家还有些其他的公司
online,we know Zillow,Realtor,Trulia and all that stuff
不要惊讶
no shocker,that’s there
四 在geographic farming网站上了解房产最新信息
number four massively on the client geographic farming
五 上门拜访 可能对于纽约 迈阿密 旧金山的部分城市
number five,door knocking,yes,probably not good for NewYork city,Miami,part of San Francisco
以及任何垂直建筑的这种生活环境来说会不太方便
any vertical living environment
但是对于其他地方来说
but for everyplace else
安迪导师从北加利福尼亚过来
coach Andy see right from entero Northern California
几周以前还上了电视
was actually on television a few weeks back
因为他在苹果公司附近上门拜访客户
cause he was out knocking on doors around the Apple complex
让人们知道他们房子的价值以及是否有售房的想法
letting people know that the value of their home and any thoughts of selling
你听见有人敲门
and you hear there’s a guy knocking on doors in a million-five average sales price
人们也会给予他们尊重
and people respect that
所以上门拜访也是种不错的方式
so door knocking
六 虽然市场份额比较小 但是其依然存在
number six,small percentage of the market,but still there
到期后出售广告牌位 我们有很多纽约客户以及欧洲客户
expires for sale banners,we have a lot NewYork city clients,our European clients
很显然 他们会因为这种事而发疯
they go bananas over this obviously
搬迁
relocation
大家会充分利用人们搬迁的机会 我们很欣慰
people are working those relocation opportunities,we like that
我认为最有趣的事情是这些事情还不足以引起客户的关注
and i think the big interesting one that is not enough for clients to pay attention to
所有我的指导客户 听好了
so,all my coaching clients,listen up
非所有者拥有了的房产数量 我的天
non-owner occupies,my goodness
想想在2006年 07 08 09 10 11年这几年时间里
if i thought about the number of people were buying investment properties
购买投资性房产的人数
in two thousand six seven eight nine ten eleven ,i would like
看看整个市场情况和产权报告 我就知道了
look at my entire marketplace,and i would figure out with my title rep
那些拥有2个单元的 3个 5个 10个单元的
who are all the people that own two units,three units,five units,ten unites
因为我想开始对他们进行营销
because i wanna start marketing to them
因为他们在2008年买下那个单元的话
because they bought that unit in 2008
今天会增值多少
what’s it worth today
如果在2010年买进 如今价值多少
they bought it in 2010,what’s it worth today?
你我都知道在你的市场里这是一个很好的机会
you and i both know there’s a big opportunity in your marketplace for that
我所说的这些信息对你来说意味着什么
now what’s my message to you
人们为什么会失败
why are people failing
这是…在巧克力工厂里我爱上了露西
it’s…i love Lucy at the chocolate factory
还记得巧克力工厂的露西和埃塞尔吗
remember Lucy and Ethel at the chocolate factory
我一直都很喜欢这个例子
i always love this example like
如果你能想象露西和埃塞尔在巧克力工厂的传送带工作
if you could imagine Lucy and Ethel working in chocolate factory in that conveyer belt
如果你愿意 那些买家和卖家的数据都会通过火车运过来
those are buyer and seller leads coming down you know the train if you will and
当经理打开阀门的时候 很多数据都会冒出来
when the manager turned up the volume,too many leads came through
他们会怎么做 把它们放在胸罩里
what did they start to do?put them in their bra
放到头上 他们会把数据吃掉 不要吃掉你的数据
put them on the head,they start eat leads don’t eat your leads
这很不好
that’s bad,right
但我知道很多人在房地产行业做的很失败的原因
but i know most people today the reason why they’re failing in real estate
是因为当他们顺着传送带往下看时 当他们在寻找数据时
is when they look down the conveyor belt,when they looking for the leads
他们都在想着机器是否还开着
they’re wondering if the machine even on
事实是 朋友们
the reality is,my friends
给我这个星球上最差劲的销售员和足够多的销售数据
give me the worst sale person on the planet with enough leads
我会展示给你们我们是如何挣钱的
i’m gonna show you someone that’s gonna make money
带上像你自己一样的人
take someone like yourself
那些在意 并对顾客始终保有热情
who cares,who’s passionate about the customers
每天不断学习 提升自己的人
who’s training and developing and working to improve themselves every single day
我们会给你更好的数据 更多的约谈
we get you with the right leads,more leads and more appointments
你定能成功 取得最后的胜利
and you crush it,you absolutely win
问问你自己 我是否有足够多的数据
ask yourself, do i have enough leads
如果答案是没有 那我有一些建议给到你
if the answer is no,i’ve got some recommendations for you
我清单上的第一条 先分析过去你的业务是从何而来
number one on my list is you wanna analyze where did your business come from in the past
看看近两年的成交数据 把每一条转售交易
so literally take the last two years break down every transaction
租赁土地清单分解来看 对我来说没什么区别
lease land listing by side,doesn’t make difference to me
分析它是从哪里来的
analyze where did it come from
然后问问你自己 从那些资源里 我能成交更多吗
and then you ask yourself,can i do more from that source
我们说50%的成交都来自于我的数据库或者说60%的成交都来自于数据库
so let’s say 50% of my business came from my database or 60% of my business came from my database
我能做得更多吗
can i do more?
问问你自己
so you ask yourself
迈克·万斯 我之前的导师 他会说这是去实体化
Mike Vance my old mentor would say ephemeralization
怎么能从这有限的数据中实现成交率的最大化
how do you get a lot out of little or more for less
提供给他们更多的价值 给到他们更多的服务
how can i squeeze if you will that lemon,provide more value,give them more service
最终 我会变成Tom 顶级头脑思维 我喜欢
so ultimately to me,i become more Tom,top of mind,i like that one
顶级头脑思维
Tom,top of mind
所以第一件事就是分析它是从何而来
so first thing is analyze where did it come from
第二 我能做什么 我能从那些数据里完成更多交易吗
secondly,what can i do,can i get more from that source
是否有一个潜在市场让我可以有更多成交
is there an addressable market where I can do more
第三
then you say number three
我要如何通过更好的规划来实施这些
how do i operationalize this through better planning
所以我能不能为每一份数据来源先写一份商业计划
so you know,can i first of all write business plan for each one of the sources to get more
我能把事务外包吗 让营销策略自动完成
could i outsource and have the marketing be done automatically
先设置好
you know kind of set it and forget it model
再次 你和我都知道 为什么大家不能开发足够的潜在客户资源的部分原因
so again you and i both know big part of the reason why people don’t generate enough leads
是因为你一直试图身兼数职
is cause you are trying to wear too many hats
我能把这些事情外包吗 我可以忘记吗 我可以委托给别人吗
so can i outsource?can i set it forget it,can i delegate to somebody else
然后只要去做我们最擅长的事情就可以了 跟顾客多交流 继续约谈
and then just do what you do best,which is talk to customers,go on appointments
第四点当然是
and then the last number four is of course
开始跟踪这些业务都是从何而来
begin to track visually where’s the business coming from
你有一个目标 要卖掉24套房子
so let’s say you have a goal to sell 24 houses
你说 我想要从之前的客户中再成交12笔
you say,i wanna do 12 from my past clients in sphere
24是我的目标
so,24 is the goal
从我的数据库里要成交12笔
12 for my database
我想通过开放式售房的方式售出6套房
I wanna get you know six from open houses
写上开放式售房方式 目标成交6套房
I write open houses and a goal of six
举个例子 这里成交3套 这里成交3套
i wanna do 3 from this,3 from this as an example
每次我成交一笔转售交易
and then every time I do a transaction
我都在跟踪和测量 接下来要怎么做
I’m tracking and measuring what that’s gonna do
它会让你保持专注 是否能够合理运用每一种数据来源
it’s gonna keep you focused on,am I doing the right activities in each one of those sources
来确保会最终取得胜利
to make sure that I’m winning,so
这就是我今天给大家的指导建议了
that’s my simple coaching recommendation of the day
代理人失败
agents are failing
听着 我跟你们说
listen,I say that to you
现在市场行情不错 实际上我现在正为一些客户处理一些小项目
the market is good right now,I’m actually working on a little project for some clients
他们会问我 我认为现在的代理人犯的最大的错误是什么
and they ask what’s the big mistakes people are making
我说我认为代理人会犯的排名第一的错误
the number one mistake that i say agents making today is
是他们相信市场一直保持不变
they believe this market is gonna last
而且会永远保持不变
and they’re gonna last forever
我在2003年 04 05甚至是06年看到了同样的事情
and I saw the same thing in two thousand three four five and even part of six
然后市场会自发进行调整 朋友们
and then the market adjusted my friends
这不是如果的问题 这仅仅只是时间的问题
it’s not a matter of if,it’s only matter of when
我所知道的是如果你能实施你的销路拓展策略
what I know is if you operationalize your lead generation
就传送带下来的巧克力而言 你会变得很稳定
you’ll become stable in terms of the chocolates coming down the conveyor belt
你会赢
then you win
你能赢因为你有组织性 做事有效率 能发展足够多的客户
you win because you’re organized, you’re efficient,you’re generating enough clients
想想看
so think about it
你会怎么做?我们能帮到你吗?
what actions you’re gonna take? can we help?
让我们知道 登陆TomFerry.com
let us know,go to TomFerry.com
或者是时候参加一场免费培训课程了
maybe it’s time to do a free coaching session
你们听我谈论我们的客户
you hear me talking about all these clients
我会建议你们这么做
I would recommend you do that that
或者来现场听一下 我不知道 但我知道
maybe come to a live event,i don’t know,but i know this
市场会改变 总有一天会改变的
the market will change,it will change
我希望你们都做好了充足的准备
and I want you to be fully prepared
谢谢观看
thanks so much for watching
策略比以往任何时候都重要 热情决定一切
remember always strategy matters now more than ever,your passion rules
谢谢观看
thanks for watching
如果你喜欢我们的内容
if you love what you are seeing here
点击下方的按钮 加入我们的在线社区
then click the button below to join our online community
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absolutely free
谢谢大家
thanks so much

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视频概述

地产经纪人失败的5个原因 最重要的还是套路呀

听录译者

芒果的粉丝儿

翻译译者

芒果的粉丝儿

审核员

wusen

视频来源

https://www.youtube.com/watch?v=IVKtLxc1GEs

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