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Chapter 3 WHY DO YOU NEED THIS BOOK?
In order to expand your funnel, grow from an agent or agency into a big independent project.
Why is this topic important?
Of course, you can put this book aside and continue chasing a client who is not eager to communicate with you and who is most likely not happy to pay a commission.
Here the question is not that you did not manage to present your value, but that every person has a desire to benefit, to save.
I can give examples where a person does otherwise. In my practice, 90% of foreign clients did not even think about the fact that these services of intermediaries cannot be paid. They had a cost in their head, and what elements it consists of is not their concern.
But we are now talking about our sphere of influence and our funnel.
Agree with me that the majority of our clients are our fellow citizens, who can be safely attributed to the so-called “reds”.
For those who have been in the market for a long time, this information will not be news: people really similar to each other, and they can be combined into groups.
I’ll tell you about it in more detail. Knowing this aspect will help you find the answer to the question “why?”.
CLASSIFICATION OF CLIENTS BY COLORS
BEIGE
Beige clients are not decision makers (DMs).
These may be relatives who select real estate not for themselves, but for their daughter, who is in another city and upon arrival will independently study the real estate market.
You can’t waste time on beige clients
PURPLE
Violet is a very difficult type of client. However, if you can adapt to them, then success is guaranteed.
Purple client is a supporter of any teachings. He pulls into his value system, offers to become a member of his society or asks you to buy an Energy Diet slimming shake.
In a word, these are fans of their views, and if you behave correctly with such a person, then the deal is secured.
Remember how fanatically the client pulls you into their business. Just as fanatically, he will talk about you in his sphere of influence.
RED
Now, please, more attention: RED IN THE CITY!
This is not a reference to the last century – this is a characteristic of our society.
Each of us is a little red. You are not born red, you become red.
Just so you understand: even purple clients can turn red if you make one mistake.
Who are the red ones?
Basically, these are aggressive, insatiable, greedy customers. It doesn’t matter to them whether the product is of high quality, what risks are possible when buying. They are interested in bargaining – cheaper and more.
Don’t put your finger in their mouth. When communicating with them, in no case should you talk about concessions, bargaining, that you can give up with your commission.
By saying this, you will open Pandora’s box, and the red one will never come off. There will be bargaining until he breaks the deal for himself.
It is for them that advertising campaigns of the following type have been created: “Buy an apartment and get a refrigerator as a gift!” or “Pyaterochka store near the house” and at the end of the announcement in large letters: “BARGAIN!”.
Submit such an advertisement – and you are provided with a call. You’ve landed a potential client, a red client.
How to work with him?
There is no panacea.
If a person wants to make a deal without intermediaries, he will go to the end.
Yes, he will smile in your face, but in the end, he will try to do his best to save money.
The only advice is to be stronger, show the client that you are a professional, and if he does not want to pay for your work, then please let him continue looking for real estate without you.
BLUE
It can be said that all foreign customers are blue. They came, they chose, they bought.
The blue client does not like gray schemes, he needs specifics: price, floor, distance to the sea, how much money the rent will bring.
If such a client sees that you have exaggerated or even lied somewhere, he will immediately find a replacement for you, since it is important for him to work with a good specialist. Unlike the red client, the blue one will not break the SIM card after showing the object. Blue will say to his face what exactly did not suit him in the object and the specialist.
ORANGE
Orange is the most favorite client (investor).
He doesn’t care how much you earn. The main thing is how much he can earn thanks to cooperation with you.
GREEN
Comfort is above all.
They also don’t care how much you earn. The main thing is that their property should have such characteristics that will give them positive emotions: a view from the window, maybe a square, a beautiful courtyard. In short, a landscaped area for a comfortable life.
Absolutely every client can become red. Don’t bargain, stay within limits. However, if you make a mistake, then 99% out of 100% is a loss of opportunity to get results, and most importantly, a loss of time that you could spend on other motivated clients who appreciate your service.
“But don’t rush customers!” you say. And some will even get ahead of me and will stand on the fact that the specialist chooses the client, and not the client chooses the specialist.
I will answer it this way:
Do you need to know your worth and not work with those who do not appreciate you? – YES.
Do not scatter customers left, and right? – YES.
Both points of view are correct.
And that is why it is necessary to create a digitization of customers that will attract absolutely everyone, regardless of their “color” and bring you one hundred percent income.
Minimizing the number of broken deals and broken contracts is very simple.
Script 1
(On the example of an ordinary real estate agent – an outgoing purchase call):
– Good afternoon! My name is Ekaterina. Are you interested in buying real estate?
Client response: Yes.
– How can I contact you?
Client response: Bogdan.
– Excellent, Bogdan! For what purpose do you want to buy property? Life, recreation, investment?
Client response: Life. (It doesn’t matter what his answer is. Our goal is to digitize the customer. The first rule of any entrepreneur is “DO NOT MANAGE THAT YOU CANNOT MEASURE.”)
– Bogdan, I need to measure your motivation. Please tell me how urgently you are ready to buy a property on a scale from zero to ten, where 0 means you will be looking for a property for another year and 10 means you needed to buy an apartment yesterday.
Please name a number.
Script 2
(On the example of an ordinary real estate agent – an outgoing sales call):
– Good afternoon! My name is Ekaterina. Are you selling your apartment?
Client response: Yes.
– How can I contact you?
Client response: Bogdan.
– Excellent, Bogdan! If you sell your apartment, where will you move next? (Here we find out – alternative sale or free.)
Customer response: Alternative. (It doesn’t matter what his answer is. Our goal is to digitize the customer. The first rule of any entrepreneur is “DO NOT MANAGE THAT YOU CANNOT MEASURE.”)
– Bogdan, I need to measure your motivation. Please tell me how urgently you are ready to sell the property on a scale from zero to ten, where 0 means you will sell the property for another year and 10 means you needed to sell the apartment yesterday.
Please name a number.
There is no 6 in this coordinate system.
If the client rates his motivation from 0 to 5, you can safely hang up in your CRM system and log: 8 999 713 33 30, Bogdan (A) – the alternative and the number that Bogdan named.
Why?
Because Bogdan has no motivation. He can wait a year, six months, and you need the money now.
For the sake of experiment, you can safely transfer all your unmotivated clients to your colleagues who refuse to run their own business and use scripts.
And you will see how at the moment when you already have substantive negotiations with motivated clients, your colleagues will be aggressive, lose heart, get angry because of negotiations with your unmotivated clients. Then you will understand that your money is in your hands.
You have already understood that if a client evaluates his motivation from 7 to 10, then this means that the client is ready to bargain, installments, concessions – on any conditions, if only to achieve the desired result as soon as possible. Work only with motivated clients: their high motivation today = your money today.
Now you have the answer to the question why you should read this book.
Chapter 4 WHAT IS THIS PROJECT?
Everyone wants their own apartment. And there are only three answers to the question “Why do people want to buy real estate?”:
▪ For life;
▪ For recreation;
▪ For investment.
But the majority cannot afford to invest or simply buy a small studio to live in.
Working with sellers and customers on a daily basis, I came across the fact that people would like to invest and expand, move out of their apartments, but after selling their “one room plus one” they simply do not have enough funds to purchase two properties, not to mention three …
I will try to explain why, thanks to you, your clients will be able to freely invest and buy three apartments instead of two.
You have this book and you can do anything!!!
In Moscow and large cities: St. Petersburg – Yekaterinburg, Omsk – Tomsk, companies operate in smaller cities and earn very good money using project, but not at full capacity.
“Light” method
Companies find an illiquid four-room apartment on the first or second floor above a commercial non-residential floor.
An agreement is concluded with the owner of this housing that the apartment will be sold in parts due to the fact that the market dictates its own rules and it is easier to sell a small studio than an illiquid four-room apartment.
If the owner is motivated, he does not care how to sell, if only quickly.
Object in work: advertising is being done, renderings with a studio plan. Each location is given catchy names (“Madrid”, “Rio”, “Riviera”, etc.) and as many advertisements as possible are issued for each – to move trade.
The result is a low price for the studio, and here there are those who want to buy the treasured square meters inexpensively. In addition, this is not some kind of communal apartment, this is a full-fledged studio with amenities (re-planning was carried out with the allocation of a bathroom zone).
A rush is created around the created real estate objects, and a preliminary agreement is signed with those wishing to purchase such studios, where a separate studio is assigned to each and an obligation is prescribed to repair and re-plan it within the terms agreed after the transaction.
And then one day, buyers are invited to a deal for the sale of a share in an apartment.
An example is the huge number of profitable houses in St. Petersburg. In a word, the portrait of the customer here is an investor who is interested in long-term investments.
There are a lot of additional aspects in this “Light” method. This is, for example, the absence of a mortgage. You also need to forget about material capital and other subsidies – only cash. Another feature is the waiver of the pre-emptive right to purchase. And many others.
Always choose the most difficult way: on it you will not meet competitors.
“Hard” method
In the real estate market of any city in our country, there are objects that are attractive only when you own such objects, but do not buy them. Too long-term investment.
Let’s look at the example of a hotel on the beach, Pribrezhnaya Street.
Object cost: RUB 40,000,000
Area: 500 sq. m (useful area).
Number fund: 24.
Average annual rate: 2,500 rubles.
Hotel occupancy: 237 days – 65%.
Income from renting one apartment per year: 592,500 rubles.
Net profit of one apartment: RUB 414,750 (we subtract 30% – trust management fee)
Net profit of the object: 24 is multiplied by 414,750 rubles and we get RUB 9,954,000.
We calculate the payback period: divide the cost of the object by net profit and get 4 years.
This is the period for which the investor returns the investment.
Remark: an investor can increase the class character, invest additionally in the renewal of repairs, the creation of recreation areas, saunas and a swimming pool, and thereby receive a higher average annual accommodation rate per day, i.е. accelerate the return on investment.
The property is an operating hotel.
Due to the long stay in the real estate market, the over-motivated owner is ready to go for installments from six months to a year.
We need to meet with the owner, and most importantly, take the entire package of documents from him, the floor plan for making the calculation. And here is the calculation itself:
Object cost is RUB 40,000,000 divided by the usable area of 500 sq. m.
We get the cost of one square meter is RUB 80,000.
RUB 80,000 for the property with renovation, furniture and appliances on the beach!
An analysis of the market in this area is being carried out.
The cost of a square meter at the construction stage in this area starts from RUB 300,000 per 1 sq. m (as of January 1, 2022).
It can be seen from the project that if this property is sold by apartments, then instead of the total cost of RUB 40,000,000, the object will be sold in the amount of RUB 150,000,000.
This is exactly how the developers of Sochi make money. Making profit from the sales of apartments under construction, developers invest this profit in guest houses, reconstruct and change the concept, draw up documents and receive at least X2 as a result (multiply their profit twice). Crashing into such projects, developers (large investors) satisfy the needs of all market participants.
Realtors receive an object through which they can make money, and investors and customers receive real estate.
We can make approximate calculations: we will include the cost of repair work, the work of a lawyer, the salary of sales managers, reconstruction (if it makes sense), as well as documents (ownership).
With proper investment of funds and increasing the class of the object, you can enter the market with an offer of RUB 250,000 per sq. m. m with a strategy of gradually increasing prices after each subsequent sale.
4.1. Real estate tokenization
You, as the executing party, come to the conclusion of an agreement with the owner of the object on an installment plan, where the entire amount will be received by the owner within a year – a year and a half. It often happens that the owner requires an initial payment, and you, not finding an extra couple of million rubles, involve investors’ money.
The object is divided into premises and put up for sale as an apartment complex (apart-hotel “Island of bliss”).
An act of exchange of shares and an agreement on granting an option to transfer rights to receive benefits will be signed with the investor and subsequent customers of the apartments.
Share – part, share of participation in a partnership, joint-stock company.
A shareholder is a natural or legal person who has the right to become a participant in a joint project after making a certain amount of financial or material resources (share).
Now I ask you to be as careful as possible!
If you are reading this book (and it is about investments), then you have heard about stocks at least once in your life. They are of two types: ordinary and preferred – they occupy the main place among all types of securities.
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Примечания
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