It’s not who you know, it’s who knows what you do. That’s the sign off that Joe Stacy uses in his weekly 3 minute Cup of Joe videos for the brokers at Berkshire Hathaway HomeServices KoenigRubloff.
Stacy is Senior VP and General Sales Manager for BHHS, which was just named Chicago’s Top Workplace. His coaching is changing how BHHS agents think about getting business, and how they are filling their 2020 pipelines.
For most agents, 70 percent of business comes from friends, family and people they already know. And yet, many don’t invest 70 percent of their marketing time nurturing those relationships. At BHHS, Stacy and the managing brokers do coaching that is a lively mix of metrics, collaboration, and time management, helping agents get into the habits of building and maintaining personal relationships.
Weekly videos provide a jolt of motivation, fun ideas and encouragement for agents at the company’s 25 offices. Office accomplishment groups meet in person, which fosters both collaboration and accountability. All of this is about creating the meaningful conversations that naturally lead to opportunities to help people buy and sell homes.
PIPELINE & LEAD MEASURES
An eye-opening look at the sales funnel and conversion metrics is the start of the coaching journey. Stacy teaches agents to plan on a 40% close rate for their active prospects, and then guides agents through a simple formula that translates sales goals to prospecting numbers. Another game-changer is evaluating success with lead measures, like calls and appointments.
“Building and maintaining real relationships happens when we consistently make an effort to stay in contact,” says Stacy. And this works for agents who are top-producers as well as those who are just getting into real estate.
ENTREPRENEURS NEED A PLAN
Along with lead measures, accountability and personal outreach, Business Planning is a BHHS core value. Chief Operating Officer Diane Glass created the company’s guided tour approach to business plans.
“Real estate is entrepreneurial. Agents are the CEO’s of their business, and they need a structure for looking at the big picture,” said Glass. “Each agent has a different goal. Equipping managers with a way to help agents break down goals into smaller, manageable tasks. This level of conversation creates stronger relationships and more meaningful mentoring.”
Managing brokers reach out to every agent to schedule an individual business plan activation session. Managers walk brokers through every aspect of their business, and help them set goals and create action plans.
MONEY MANAGEMENT AT HOME & WORK
BHHS is a company with a long-term outlook and believes in setting agents up for long-term success. Beyond leads and sales, business planning can include a financial considerations like personal expenses and paying the bills.
A specially designed workbook helps agents gather and understand their personal and lifestyle expenditures, along with necessary business expenses and investments. This homework is invaluable so that agents can set realistic income goals, managing personal finances and reinvest the recommended 10% in their business growth.
YEAR-ROUND MARKETING ROADMAP
BHHS brokers have planner to map out a full year of pop-by’s, mailers, community marketing and client events. Stacy shares ideas from his own 30 years of experience, as well as creative ideas from managers and agents throughout the company for outreach that leads to conversation. His client pie giveaway is a favorite of brokers and their appreciative clients.
It’s obvious to anyone who has been in one of his high-energy sessions or watched one of his Cup of Joe videos, that Joe Stacy LOVES coaching. He is passionate about real estate sales being fun and rewarding, and his BHHS coaching program has given hundreds of agents the recipe for achieving that in their own business.