Hi everyone!  For my first NAR blogpost I was asked to nerd out on you guys a little bit, so I decided to the “Day in the life of…” route.  A glimpse into one of my final days as a practicing agent – just a couple months ago – with all the tools and practices I used in my business, plus a couple other bonus links of cool things agents across the country are implementing.  I hope you enjoy it!  Special thanks to the REALTOR Benefits® Program crew who allowed me to link to their forthcoming Black Friday/Cyber Monday Technology sales.  Check ‘em out!  There are a ton of great deals there.

Real estate can be a tough business, and you’re bound to lose a sale now and again. We’ve all been there; showing 50 homes to a client only to have them pick none of them. What matters more than the loss is how you put that past failure behind you and bring a winning attitude to your next client interaction.

Accept responsibility for the loss

In sports, the refs made a bad call or miss some of the action. The same goes for real estate. Sometimes it seems your clients missed an obvious opportunity on a property, or a fellow REALTOR® might misinterpret your communications. Still, it’s up to you to evaluate your own practices and ask tough questions about why a certain property hasn’t sold or about your own practices. After you evaluate, admit your mistakes. Instead of stewing, take each loss as a learning opportunity and move forward.

Be a good sport

When you lose, lose graciously. There’s nothing worse than a sore loser, especially in business. Because in business, you never know when a client will circle back to you again, or when the same real estate agent who was once a competitor might become a future partner. Congratulate the winner and move on—it might pay dividends down the road.

Be intentional with your business

As REALTOR® coach Jared James suggests, ensuring that other REALTORS® are equally as committed as you is essential when dealing with referrals. If you’ve experienced a loss, step back and reevaluate the other people in your professional network. Take your personal and professional relationships on a matter-of-fact level, and evaluate the situation as honestly as possible. Read more at “What? Your House is on the Market with Someone Else?!?”

If you don’t have anything nice to say…

You know the rest. Maybe you have good reason to voice concerns. But venting will only make you feel better in the short term, and is unlikely to change the results. Complaining can only hurt your reputation. If you need to sulk over a lost sale, do so in private.

Sing when you’re losing

Keep a positive attitude, keep your head up, and look the part of the winner. Don’t perpetuate the stereotype that you’re prone to future losses. Move forward like a winner, believe you’re a winner, and the world will believe with you. Since real estate is such a people-driven business, a positive attitude is essential for your success. Losses are bound to happen—don’t get too high or too low based on any transaction.

Support the winner

Part of being a good sport is congratulating the winner. But part of being good in business is in recognizing talent. Perhaps you lost because another REALTOR® was just fantastic at their job. See what you can learn from them, and add them to your referral network. Perhaps a future partnership is possible, and at the very least the stiff competition will keep you on top of your game.

Do you remember a loss that had a major impact on your professional career? How did you rebound and find future success?

The FedEx Guide for REALTORS® | Guest Post

FedEx offers a host of marketing and shipping solutions for REALTORS® looking to grow their business.  As one of the many perks of NAR’s REALTOR Benefits® Program, REALTORS® can enroll in the FedEx Advantage® program and save on the services real estate agents use most, including printing, binding, indoor and outdoor signs, vehicle and promotional magnets, and of course, shipping across the country. Not to mention REALTORS® earn 25% more FedEx Rewards points than the average customer.

The FedEx Guide for REALTORS®

FedEx is proud to team up with NAR to help REALTORS® with their printing, copying, marketing and shipping needs. With more than 1,800 FedEx Office locations in the U.S., members enrolled in the program can stop by any physical location or print and copy online with FedEx Office® Print Online at any time.  Here are some of the ways REALTORS® can take advantage of the FedEx program:

Presentations, Reports and Marketing Materials

Need to create a marketing report for a potential client? Looking to print an in-depth portfolio about a property or listing? Want to create specialized guides to neighborhoods that can be bound and shared with potential clients? We offer savings of 40% on core print and copy services and 30% on other select services to create marketing reports, neighborhood guides, listing presentations, newsletters, open house flyers and more. REALTORS® can save nearly half off the printing side, then get fancier with options like coil, comb, strip and book binding, or creating covered binders for larger reports.

Choose finishing services for presentation and reports — adding everything from tabs to laminating, padding, folding, and frosted covers. Imagine handing a potential client a bound guide to the neighborhood with sections on local parks, schools, shopping and health care services all detailed in one professionally-bound book.

Signs and Banners

Here at FedEx, we’re experts at creating professional and eye-catching indoor and outdoor signs and banners. REALTORS® can take advantage of 30% discounts on signs, banners and other select services, which include grommets for hanging indoor and outdoor banners or lamination and mounting for posters. For example, you can create a beautiful 3 x 5 outdoor promotional banner for home stagings and events that will last at least six months.

You can also choose to produce PVC plastic or metal signs for the outdoors that will last up to two years, giving you a durable and attractive open house sign that will never let you down. Professionally produced signs and banners will catch a prospective buyer’s eye and could be the difference between someone stopping into an open house or driving right by.

Vehicle and Promotional Magnets

Market even when you’re not trying. We offer attractive, affordable and professional services for producing magnets for promotional, in-hand use or for vehicles. Create vehicle magnets as a perfect way to add non-permanent personal or company identifications to cars and trucks, which can be easily removed whenever you’d like. Magnets can be custom-designed using your existing artwork, with rounded corners, text, logos and multiple colors and last up to one year with proper care.

Promotional magnets are a great way to break the mold of the everyday business card and work great for open houses, leave-behinds or as something for clients and potential clients to take and stick on their fridge to remember you by — great for real estate agents who work in residential and commercial property sales. Promotional magnets are long-lasting and affordable and are a great addition to any agent’s marketing packet.

FedEx® Shipping

One of the most valuable discounts available to REALTORS® is on FedEx shipping.  With up to 26% off select FedEx Express® shipments and up to 12% off select FedEx Ground® shipments, REALTORS® who need to ship important contracts and professional documents fast and securely can save tons through our discount program. REALTORS® can also use FedEx for personal use — shipping packages and gifts around the holidays or sending their own important documents. The savings add up.

FedEx® Rewards

Every penny put towards our products and services can help you earn valuable rewards points. REALTORS® enrolled in the FedEx Rewards program earn 25% more points towards items in the FedEx rewards catalogue. The catalogue is full of cool things like bicycles, camping gear and gift cards. FedEx rewards points can also be put towards exciting auctions. REALTORS® can enjoy a few extra perks along the way just by doing their everyday business with FedEx.

If you haven’t already enrolled in the FedEx Advantage® savings program, click the link and get started today.  Members must be enrolled in the program created for NAR members to receive these benefits mentioned above.  Use passcode LCRS8P25.

Whether you’re a new and aspiring REALTOR® or whether you’re brushing up on changes in the industry, we have multiple resources to help you join us in a commitment to real estate ethics.

Be Honest with All Parties in the Transaction

This includes your client, other REALTORS® or real estate agents and their clients, and even yourself. It’s important to disclose issues like spotty credit records, for example, and as a REALTOR® part of your job is to collect and assemble all necessary paperwork and information to work through any potential roadblocks in the sale of purchase of a property.

Put Your Clients First

REALTORS® should make every effort to understand the housing needs of their client, including thoroughly researching available inventory, and sharing all relevant information with the buyer so they can make an informed decision. This service should be provided regardless of potential profit — the client’s interest should come first, at all times.

Be Forthcoming with All Parties

Disclose all pertinent facts regarding the property and the transaction to both the buyer and seller. If something seems questionable about a property, you’re obligated to investigate and to make recommendations that buyers consult their own experts and inspectors. If a seller, on the other hand, asks that you act in a less-than-honest or forthcoming manner, such as concealing a leaky roof or another defect, you should remain above board, try to bring them to your side or end the business relationship.

Be Truthful in Advertising and Communications with the Public

When communicating with the public — distributing newsletters, creating websites, or placing advertisements — represent only your own work, and don’t mistakenly take credit for the work of another real estate professional. It’s important that prospective clients can differentiate between your actual work when making a decision about their REALTOR®.

For additional information on the Code of Ethics for REALTORS®, visit the following resources and articles:

• Summary of the Code of Ethics
• The 6 Most Challenging Code of Ethics Articles
• 4 Code of Ethics Changes
• Online Real Estate Course & Education: Ethics and NAR
• Downloadable Pamphlet:  2012 Code of Ethics and Standards of Practice

Dec. 31, 2012, is the deadline for completing your NAR Code of Ethics training. All REALTORS® must complete the training every four years to maintain their membership. An online training course at REALTOR.org fulfills the requirement and is free of charge. Go to realtor.org/coetraining.

Have you completed your NAR Code of Ethics training? Tell us about your experiences with ethics in real estate.

Simple Green Updates to Homes

Add a Green Home Energy Tracker – Keep track of energy output of individual appliances and electronics for between $20 and $50 or have a home-monitoring device installed for around $250, which will track overall electrical usage and provide real-time feedback on energy consumption and waste. A large variety of in-home energy trackers and monitors are currently available on the market, and new technology is syncing them with devices like smartphones and tablets.

Update the Lighting with LED and CFL Bulbs – A single ENERGY STAR light bulb can save as much as $6 per year in electricity cost, and a CFL light bulb can save $50 over a traditional incandescent bulb in its lifetime. In addition, the maintenance of changing light bulbs will be greatly reduced, and the overall consumed energy can be reduced by as much as 75 percent.

Update the Exterior with a Rain Barrel – To reduce water usage for watering lawns and irrigating plants and gardens, rain barrels are an affordable green solution that can be purchased for under $100. Not only is this an affordable way to help the planet, even if they don’t drastically reduce overall water bills.

Big Green Updates to Homes

Go with Low-Flow Bathrooms - Low-flow toilets and showerheads can reduce water consumption by as much as 50 percent, and modern versions see almost no reductions in water pressure. The upfront cost of buying and installing new bathroom fixtures is well worth the value these efficient toilets and showers can add to a home.

Install Tankless Water Heaters – Because they don’t store water and reheat it consistently, tankless heaters can save up to 50 percent on a hot water bill. Even better, with a tankless water heater homeowners will never be without hot water, since the coils of a tankless heater warm the water as it passes through the system. This means no more coordinating laundry and dishwashing, or timing out showers for the family.

Update the Kitchen and Utilities ENERGY STAR Appliances – The upfront cost for ENERGY STAR appliances will soon be mitigated by energy savings, since these appliances use anywhere from 10 to 50 percent less energy. Let potential buyers know that a home furnished with these modern appliances will greatly reduce energy costs over time.

Green Home Certification for REALTORS®

If your property could benefit from Green Home Updates, you can stand out from the competition with NAR’s Green Designation. This designation was created to help REALTORS® understand and market homes with green features, like the ones outlined above. Adding the GREEN designation to your title alerts homebuyers and sellers that you have specific expertise in marketing energy-efficient homes properties.

For more on Green Real Estate, visit our blog post Go Green or Go Home, and head to the YPN Lounge where Crystal Webster offers more tips on how It’s Easy Being Green. And for listing on additional local and federal tax incentives on green properties, visit dsireusa.org.

Do you have experience making Green Home updates on a property you were working to sell? What features did buyers find particularly attractive?

Take a Break and Look Inward

Allow yourself time to step away from work. Take a vacation and assess what, if anything, is keeping you from moving forward. Is it an issue of motivation or training? Does working with difficult clients have you down? If work itself has become overbearing or tedious, check out these three blog posts:

1. REALTOR® guide to taming your workday
2. Tips for managing distractions
3. REALTOR® Guide to Managing Stress

Selling Yourself is Like Selling Property

Have you ever worked to sell and old property that you knew had character, but maybe needed a bit of fixing up? Sometimes it’s all in the presentation, and that goes for marketing yourself, too. Make sure you’re up to date on your real estate designations and certifications and get back to the basics. Remember when you were a new, aspiring REALTOR®? Harness that passion — many of our tips for new REALTORS® still apply.

As with taking quality pictures of your listings, make sure you’re presenting yourself well. Add new pieces to your wardrobe, or consider something smaller like new business cards. A small change can make you feel new again, whether you’re selling a variety of real estate or differentiating yourself in the market.

Keep Expanding Your Real Estate Skills

If you’re not moving forward you’re moving backward; there is no standing still. Take advantage of National Association of REALTOR® benefits like marketing and technology solutions, travel discounts, continuing education and certification, insurance and financial services. If you’re ready to grow and start your own brokerage, consider our REALTOR® Guide to Taking Your Business to the Next Level.

Be Present in New Real Estate Markets

With a new generation of young buyers, there are plenty of opportunities to be had, as long as you meet prospective clients where they work and play, which is often online. As an initial step jumpstart your real estate blog, and make sure you’re active in social media and using mobile applications for real estate professionals.

If you are active in the spaces where your clients spend their time, you’ll have an easier time getting to know the Echo Boomers and Millennials, and for that matter specializing in selling real estate to seniors, who themselves are becoming a tech-savvy group.

Have you reinvented yourself as a REALTOR® before? What advice do you have for a successful professional makeover?

If you have an iPhone or iPad you can download the Instagram application in the iTunes store, or for Android phone or tablet, download Instagram in Google Play. Once Instagram is installed, stand out from the crowd with this 5-step guide to Instagram photos for REALTORS®.

1. Start sharing photos

Snap photos of your listings, and experiment with different angles and lighting. Part of the value of Instagram is that it’s an on-the-spot photo service that even amateur photographers can use. It’s okay if your photos aren’t perfect, as long as you’ve taken the time to get your best shots. If you’re not confident in your photography skills, make up for it with clever captions and creative uses of filters.

2. Add a filter that suits the house

Instagram filters add character to photos. Whether it’s a unique light, giving it an old Polaroid look or adding a haze, Instagram filters can change the dynamic of a photo. The Sierra filter, for example, is high-exposure, low-contrast filter that adds a cloudy quality to a photo. The Lo-Fi filter’s high saturation on the other hand adds vibrant colors and warmth to the photo. When shooting your properties, choose a filter that accentuates the best features, and that builds on the story that you’re trying to tell about the house.

3. Take close-up shots of key features

Consider using Instagram for unique shots of the home. A photo of the entire house is great, but don’t forget to focus on the details as well. Did the previous owners happen to have a large flower garden? Take a picture of the hydrangeas, filter the photo, and add a caption like, “Every house deserves a flower garden like this.” Clever, pointed details are likely to capture the attention of your followers, and might entice them to take a closer look at the property.

4. Be active on Instagram

Follow other REALTORS® and real estate professionals. If you’re already active on Facebook, you can port your connections over to Instagram to build a foundation of people to follow. If you need to expand your network, follow real estate hashtags to find Instagram users who are active in the market, or follow hashtags from your local area to connect with potential customers. Within your Instagram feed, be sure to LIKE and comment on other users’ photos. If you make the initial connection people will be more likely to reciprocate on your photos, thus putting more eyes on your property. As with most social platforms, the general rule of thumb is to be active and courteous.

5. Connect Instagram to your other social profiles

Part of the value of Instagram is that it can build on the photo functionality of your other social networks. If you’re an active Twitter user in the real estate community, connect your Twitter and Instagram accounts and push your photos through Twitter to gain even more exposure. The same goes for Facebook, Tumblr and Flickr – the more eyes you can get on your property listings the better.

If you take a particularly good shot, don’t hesitate to add the photo to your MLS and online listing. The level of engagement you put into Instagram is likely to reflect on the level of engagement you’ll apply toward a home sale. Let your customers know that you’re making the extra creative effort.

Are you using Instagram to share photos of real estate listings? Let us know what works and share your user name in the comments to connect with other REALTORS®.

1. What is a REALTOR®?

A REALTOR® is more than someone who works in real estate. A REALTOR® is a member of the National Association of Realtors. Make sure your clients know that as a NAR member you operate under a professional code of ethics that goes above and beyond what might be required of other real estate professionals. Let your client know about relevant certifications, and even offer a basic case study of a similar client you have successfully worked with in the past.

2. How much do you charge?

Though rates are typically negotiable, be forthcoming with your clients about your standard rate. It’s also important to remind them of the behind-the-scenes work you’ll do to assist in the sale. Don’t simply set a rate; let them know what they’re paying for.

3. Will I qualify for a mortgage?

Your clients are likely to expect that you’ll be the jack-of-all-trades when it comes to purchasing a home. Be prepared to answer financial questions, and try to give them an honest initial assessment of their financial standing based on the three C’s: credit, capacity, and collateral. You can also offer advice on credit scores and down payment options.

4. What kind of house can I afford?

Once you have a general sense of the kind of home your client is interested in, you can help provide a rough estimate of where they stand, and then further explain what lenders will look at based on payment and income. As a general rule, Fannie Mae and Freddie Mac set a cap on the percentage of income that can be applied to mortgage payments at 28%, and that they can likely anticipate a 5% down payment.

5. What separates you from other REALTORS®?

Remind your client about the strict code of ethics that NAR members operate under. You should also let your client know, if it’s to your benefit, how long you’ve been in the area, how well you know the local market, and how long you’ve been working in real estate. And perhaps most important of all, let your personality show. Choosing a REALTOR®, much like buying a home, is mostly a matter a feel and fit. Make your clients comfortable. For additional tips, here are 7 ways you can differentiate yourself and 19 ways to outshine the competition.

6. What will my interest rate be?

As a general rule of thumb you can tell your client that the higher their credit score, the lower their interest rate will be. A baseline score of 740 is a good starting point. If a lender sees that your client poses less risk, they’ll secure a better rate, hopefully near 4% fixed-rate over 30 years. Lower credit scores can expect to pay a higher rate of interest.

7. How will you market my home?

This is a great opportunity to show off your successful track record, as well as other properties you’re currently listing. Show them the quality of your online listings, explain your process and connections with other local real estate professionals, and encourage them to follow you on social media to keep an eye on the work you’re doing. When the seller feels informed they’ll have more patience.

8. Do your homes typically sell for close to the asking price?

As a listing REALTOR®, explain to your clients that your goal is to sell as close to the asking price as possible. When you’re working with clients on the purchasing side of the equation, be sure to point out that houses can not sell for more than the appraised value, so at least negotiations are opening on a level playing field.

9. What’s the best way to stay in contact with you?

Let your client know your hours of availability. Obviously, this will depend on your own personal work-life balance. Let them know whether you prefer email, phone, text or social media, and make it clear that you’re working on their case even when you’re not on a call with them.

10. What else do I need to know?

Most people who are new to the real estate market are so green that they don’t know what they don’t know. Be aware of this blind spot in their knowledge of the housing market and help guide them through the process. For example, your client might not know that a pre-approval letter is necessary to make an offer on a home. Help them secure a lender early on so that the home showing process gets off on the right foot. Keep it simple, while being careful not to talk down to them.

What questions do you see clients asking on a regular basis and how do you answer them? For more information on this topic check out What Do I Ask While Interviewing REALTORS®?

Are you considering starting a brokerage? Has an increase in sales made it necessary for you to hire an assistant? Do you have all your necessary certifications in order? If opening your own brokerage is the next logical step in your professional development, it’s important to consult with accountants and business professionals who can advise you on developing a plan to ensure that you’re on solid financial ground.

According to a 2010 NATIONAL ASSOCIATION OF REALTORS® Member Profile, 41% of REALTORS® are affiliated with an independent, non-franchised company. Among the decisions you’ll need to make is whether to buy a franchise or to go independent.  REALTOR® Magazine’s 11 Tips for Starting Your Own Business offers great advice on everything from developing a business plan to recruiting other real estate professionals to join you.

Financial planning is only the beginning, however. Part of building your business is about hiring the right people. Since REALTORS® often have unique, diverse background, it’s likely that you’ll be able to identify pieces of your team that fit well together — people who bring unique skills to the table and are able to bring out the best in others, while covering for other team members’ blind spots. Hire the right people, encourage real estate training, certification, and development, and then trust them to do their job effectively. The point of hiring people isn’t to spend more time managing, but instead to delegate responsibility so you can focus on the growth and success of your business.

Lynn Minnick addresses the issue of team building in real estate in What I Learned in Leadership. She says:

“So many REALTORS® have ‘past lives’ or special talents that make them great candidates for certain committees or task forces (think former IT professional for technology committee, retired building inspector for building task force).”

When it comes to hiring agents, or an assistant, for example, Alex Milshteyn offers the following advice in the YPN Lounge:

“My advice is to hire help as soon as you reach 30 or more deals per year. It’s worth every penny. And down the road, it will improve your bottom line. It will give you the opportunity to spend more time doing the activities that get you business.”

In addition to implementing a business plan and hiring agents, you’ll want to focus on your personal development as well. Set a plan of action for growth where you can measure marketing results and take incremental steps to reach your big-picture goals. Share your goals and successes on your real estate blog, on social media channels, and with your peers. Don’t get so caught up in ramping up your business that you forget to focus on your personal brand, since that’s actually a big part of the business. Be your own advocate, and take advantage of social media tools to continue to become the face of your organization. Becoming a broker is an exciting career move, and NAR is a great resource for guiding you through your business development and personal growth.

Did you make the decision to branch off on your own and start your own brokerage? How did you take your business to the next level? What advice do you have for REALTORS®?

1. Write clear, catchy headlines

Describe the house factually, but add a sense of urgency so the property appears to be highly sought-after and desired. Nearly everyone will read your headline, while relatively few visitors will read the rest of the copy … unless you can capture their attention immediately, that is. A good rule of thumb is to spend half your time working on the headline.

2. Cater to the local market

The more specific you can be about school districts, local parks and businesses, and cultural attractions, the more effective your copy will be. The specifics paint a clear picture of the house while at the same time showing your expertise and familiarity with the local market.

3. Proofread and avoid typos

Nothing can ruin a great headline like a typo in the body of the listing. If you have time, set the listing aside and work on another project so you can proofread with a fresh set of eyes. Even better, read the listing out loud. Not only will you catch typos, but your ear could help you identify a better word or phrase.

4. Highlight your contact information

One of the main goals of a listing is, after all, to schedule a showing. Make sure your phone number and email address are easy to find in the listing.

5. Include a call to action

When listing your phone number, don’t simply include the number, but add a call-to-action to entice visitors to take action, for example, To schedule an in-person showing this week, call Jenny at 867-5309. Adding a call-to-action will help you avoid what Ryan Gervais refers to as Ugly Website Syndrome.

6. Make a sale with copy

If you can write ads that sell, your showings will be much more effective, since your new clients will be in love with the house before they even arrive to take their first walk-through. Ads that sell often include unique details about the house, a list of owner benefits, and something surprising enough to warrant a second look.

7. Be as creative as possible

In a crowded market you need to stand out. This doesn’t mean you should throw caution to the wind, but you should, as Lynn Minnick suggests in the YPN Lounge, get creative with listings. Show your personality as well as the personality of the home and see if you can make a match.

8. Present a picture of living in the house

Many listings present facts about a physical house. If you can differentiate your listing by selling a life, you’ll be at a distinct advantage. Instead of saying a house has three bedrooms, mention that it has three bedrooms, perfect for children, office space or a workout room. Help people visualize themselves living in the house.

9. Make sure the photos match

It’s important that the listing doesn’t over promise or under promise on the house. Remember, this is the first contact you’re having with potential clients. You don’t want them to feel the copy is less than truthful. Instead, take this opportunity to show the house as honestly as possible, and point out the positives.

10. Be consistent with your copy

The tone of a listing, from headline to body copy, should be positive, engaging and professional. Further, if all your listings display that same level of professionalism and expertise, you’re likely to develop a good reputation among shoppers.

What do you find works best when writing real estate copy? Do you have any tips from your own experience?