March 26, 2021

Good Times Created Bad Habits – 6 Things Ops Bosses® Should Be Doing NOW!

About a year ago, as we began the journey of the pandemic, fear was running rampant in the real estate community. Jobs were cut, expenses trimmed back, and we were asking each other crazy questions like “Is real estate deemed essential in your state?”

A year later, jobs have been reinstated in our industry, teams are growing, and just about every team we coach had the best year they’re EVER had in 2020. In fact, industry-wide, agents seemed to have had one of two things happen:

1. They didn’t act fast and double down, so they lost market share.

2. They wasted no time doubling down, and they gained market share.

Once we got through the first few months of the pandemic when sales slowed (in some states NO closings were allowed), the real estate market adjusted and picked up steam. Agents on most teams thrived, and most ended the year with great results.

The thing is, these great results came to many solely because the market was good. Great results came not because of what they were doing, they came in spite of what they were doing.

2021 arrived, along with historically low inventory. And now we are seeing the result of “bad habits created in good times”.

The results of bad habits created in good times:

Agents leaving teams to go solo (because a great year made things look easy)
Agents leaving teams to build their own team (same reason)
Buyer Agents worn out from writing contracts and losing out to other offers
Admin not building purposeful systems to generate income (being efficient and not effective)
Admin not creating and executing on systems that drive culture & retention

6 Things Ops Bosses® should be doing in 2021

(“Good habits to create in bad times“):

1. Reviews & Referrals

Create a system for each. It’s not rocket science, but the SAME thing must happen on EVERY transaction to make it a system. Your system MUST drive leads and commission to your team. (Plus referrals & reviews are the best way to measure whether you are providing a customer experience as opposed to customer service.)

If you need ideas for how to do this, we teach a Review System in our “BE A BOSS! 10 Secrets of a Mega EA” class and a Referral System in our “Systems Are Sexy” class. Our trainers (Stephanie Brackett & Christy Belt Grossman) have personally created systems that have driven MILLIONS of dollars in GCI to real estate teams and they share the EXACT way to do it.

2. Training Schedule

Create a training schedule for your team. In today’s low inventory market, there are more agents in the U.S. than there are active listings. This means the most skilled agents WIN. Help your agents be prepared to win. Research and provide them with new scripts. Role play with them. (Yes, I know you are an admin for a reason, and role play feels like it’s for sales people. AND you can role play and pretend to be the customer to help them.)

3. Lead Gen

Double down and be creative.

Help your agents by making it easy for them to circle call around the few listings you have.
Create door hangers for those doorknocking.
Come up with client events that provide your agent a reason to call their sphere.
And you should be calling YOUR sphere too!

Many teams slacked off on lead gen when the market picked up last year. They succeeded in spite of that. If that was your team, it’s time to put that habit back in place.

A good ‘ol 66 Day Challenge might be in order.
Cap it off with a Call Night you organize.

(Here are tips to make your Call Night As Easy As 1,2,3!)

4. Help Find Off Market Homes To Sell

Reach out to agents outside your team daily to see what they have coming on the market. Then share that with your team.
Write letters for buyers who are targeting a specific neighborhood.
Call through your databank to see who they know that might be selling.
Add a Buyer Wish list page to your web site and share it on social media.

5. Value Proposition

It’s your job (along with your team owner) to ensure your Value Proposition is alive, and that it is driving culture & retention. Are you clear on what it is? Are you delivering on it?

In order to create a great culture and keep retention high, you must “Tell them what you’re going to do, do it, then tell them what you did“.

We often talk about Value Prop during the recruiting/hiring stage. Then we never discuss it again. As an Ops Boss®, it’s up to YOU to create a system around this.

For example, do you have a 24 Touch Plan for your team? (Most have a touch plan for their database, and they forget about their team.)
Are you purposeful in telling people what you did? (Example: “John, congrats on closing 101 Main Street. So glad we could provide that lead to you from the Facebook ads we ran. Nice work converting.“)

6. Databank

Most people have a database. Many people went through their database last year and spent time getting it in shape. AND most people do NOT have a SYSTEM for feeding the database. NOR are they tracking and setting goals around how to grow the database, what results the database is providing and how to increase that result. Every team needs to:

Know how many contacts are in your database. (it’s not a “contact” without contact information!)
Know how many deals came from your database last year (sphere, past clients and referrals from sphere and past clients)
Calculate the percentage. (Example: 1,000 in database, 10 deals sourced. 10/1000 = 1%.
Have a system to FEED the database. (JotForm is great for this – you can watch our Jotform Mastermind on our YouTube channel).
Set a goal for how many to ADD to the database AND for what percentage will either do a deal or send you a referral.
Once you have a goal, put systems in place around the goals (touch plan, client events, tracking, etc.) NOW your database becomes a databank. And you can create a predictable business!

Moral of the Story:

Many teams had a great year last year because the market was good. If you are an Ops Boss®, you like to create your own destiny. So it’s time to create Good Habits to Avoid Bad Times! Now THAT is Bossy!

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From Customer Service to Customer Experience: 6 Lessons for Ops Bosses® and Agents In the world of business, the difference between customer service and customer experience can often be subtle, yet profound. Understanding this distinction is crucial for fostering lasting relationships with clients. Recently, I had the opportunity to experience both aspects firsthand when I visited Alimond Studio to record a podcast and get new headshots. Here’s a glimpse into my visit and the valuable lessons I learned about the opportunities to elevate customer interactions. The Backstory: A Referral and a Brilliant Strategy My journey to Alimond began with a referral from a wonderful coaching client who had previously been a guest on their podcast “The Alimond Show”. The podcast, which has excellent info for entrepreneurs, also serves as a lead generation tool for the studio. (Brilliant, right?!) Guests are invited to be interviewed for the podcast, then offered the opportunity to take headshots. If they fall in love with the photos, they can purchase them. Additionally, the studio provides video clips for social media use, making the entire experience a win-win for both the studio AND the podcast guest. I greatly appreciated the referral and was eager to see what this unique approach had to offer. Lesson: Leveraging referrals and creating win-win scenarios can significantly enhance client engagement and business opportunities. The Warm Welcome: Setting the Stage for a Great Experience From the moment I booked my appointment, the photographer’s team demonstrated exceptional systems and processes. (You KNOW we love systems here at Ops Boss® Coaching!). Each step of the journey—from inquiry and interview, to appointment setting and appointment reminders, and post-photo shoot follow-ups—included scripted texts, videos and emails. Prior to my arrival, I even received a video that showed where to park and how to find their office on the second floor. This thoughtful touch made my visit stress-free and set a positive tone. The messages ensured 100% clarity around what was happening at each stage AND set the stage for great expectations of what was to come. Lesson: Clear communication that leaves nothing to chance significantly enhances the overall customer experience. Personal Touches: Enhancing the Customer Journey Upon reaching their studio, I was greeted by a personalized welcome sign at the top of the stairs. Seeing my name on that sign instantly made me feel valued and special. This small but significant detail exemplifies the difference between standard customer service and a memorable customer experience. The team guided me to an adorable private dressing room with full length mirror, great lighting, places to hang my outfits and an adorable “quote” wall. Signs encouraged selfies and Instagram posts. They offered me a cold drink, which was especially appreciated on a scorching hot day. These thoughtful gestures highlighted their commitment to creating a comfortable and fun experience. Next, we went downstairs to record the podcast. While they mic-ed me up, two people explained what we’d be doing and I was made to feel as comfortable as possible (well as comfortable as you can feel as an introvert with TWO cameras on you – HAHA!) However, recording the podcast was a breeze thanks to their clear explanations of the process. This level of preparation ensured I felt confident and at ease throughout the recording. Lesson: Thoughtful, unexpected touches (even when systematized) set a positive tone, make clients feel valued and turn customer service into an EXPERIENCE. The Photo Session: Balancing Efficiency with Personalization After the podcast, it was time for the photo session. While the process was efficient, there was one aspect that could have been improved: personalization. They didn’t ask why I was getting the headshots done, which resulted in generic poses and advice. It was only after I requested more fun shots in a second outfit change that I truly felt the photos reflected my personality. During the photo selection process, the person assisting me did ask personal questions (like when my birthday was). I’m sure this information will be incorporated into their follow-up touch program—a smart move for fostering long-term client relationships. Throughout my visit, I interacted with three different employees. (I already felt like I knew them because I had received an intro video prior to my visit.) Each one explained their role and seamlessly handed me off to the next person. Their approach made me feel like I was with an expert at each stage rather than being passed around. One person handled check-in and check-out, another recorded the podcast and took the photos, and a third interviewed me for the podcast. All these elements combined to create a cohesive and special experience, offering a welcome break from my day-to-day routine. Lesson: Personalization, questions and expert handoffs ensure clients feel understood and cared for at every stage of their journey. The Departure: A Lesson in Customer Care After making my photo selections and settling the payment, I was sent home with a lovely gift. However, as I left with my hands full of clothing, shoe changes, my laptop, and the fragile gift, I faced a small challenge. Navigating two flights of stairs with all these items proved difficult. I made it down safely and placed the gift on the roof of my car so I could juggle loading everything else. Unfortunately, two streets later, the gift was still on my roof and smashed in a million pieces as I accelerated. An offer to help carry my belongings down would have been a simple yet impactful way to conclude the experience on a high note. Lesson: Small things matter. Your final interaction is a great opportunity to do something simple and appreciated to set you apart. Conclusion: Striving for Excellence in Customer Experience This visit underscored the importance of going beyond good customer service to create an exceptional customer experience. The systems and hospitality at the photographer’s studio were impressive. There were areas for improvement that could have made my visit even more memorable. AND overall, they really did knock it out of the park. For real estate agents (AND their real estate administrative professionals, executive assistants, small business Ops Bosses® and directors of operations), the key takeaway is to pay attention to every detail of the customer journey. Personalized interactions, proactive assistance, and thoughtful systematized touches transform a routine service into a remarkable experience. ACTION ITEM: We all experience poor, good and great service in the interactions we have daily. Reflect on those experiences. What have you learned as a customer that you can implement in the business you work in to drive excellence, customer loyalty and REFERRALS?! An Example: A Personalized WOW Touch for Real Estate Teams Here’s an example of personalization that I implemented when I was DOO of a real estate team. When you list a home and send the photographer out, ask them to be on the lookout for pets. If the sellers have pets, have the photographer snap some candid shots of them. You can then take the best picture and order a canvas wall print to present to the sellers. This surprise gift often results in a “WOW” moment that is both personalized and deeply appreciated, showcasing the extra mile your team is willing to go to make clients feel special. I guarantee you that pet owners LOVE their animals like part of the family. When you do this, they will tell everyone they know about their amazing Realtor®. THAT results in referrals! And THAT is bossy!

From Customer Service to Customer Experience: 6 Lessons for Ops Bosses® and Agents In the world of business, the difference between customer service and customer experience can often be subtle, yet profound. Understanding this distinction is crucial for fostering lasting relationships with clients. Recently, I had the opportunity to experience both aspects firsthand when I visited Alimond Studio to record a podcast and get new headshots. Here’s a glimpse into my visit and the valuable lessons I learned about the opportunities to elevate customer interactions. The Backstory: A Referral and a Brilliant Strategy My journey to Alimond began with a referral from a wonderful coaching client who had previously been a guest on their podcast “The Alimond Show”. The podcast, which has excellent info for entrepreneurs, also serves as a lead generation tool for the studio. (Brilliant, right?!) Guests are invited to be interviewed for the podcast, then offered the opportunity to take headshots. If they fall in love with the photos, they can purchase them. Additionally, the studio provides video clips for social media use, making the entire experience a win-win for both the studio AND the podcast guest. I greatly appreciated the referral and was eager to see what this unique approach had to offer. Lesson: Leveraging referrals and creating win-win scenarios can significantly enhance client engagement and business opportunities. The Warm Welcome: Setting the Stage for a Great Experience From the moment I booked my appointment, the photographer’s team demonstrated exceptional systems and processes. (You KNOW we love systems here at Ops Boss® Coaching!). Each step of the journey—from inquiry and interview, to appointment setting and appointment reminders, and post-photo shoot follow-ups—included scripted texts, videos and emails. Prior to my arrival, I even received a video that showed where to park and how to find their office on the second floor. This thoughtful touch made my visit stress-free and set a positive tone. The messages ensured 100% clarity around what was happening at each stage AND set the stage for great expectations of what was to come. Lesson: Clear communication that leaves nothing to chance significantly enhances the overall customer experience. Personal Touches: Enhancing the Customer Journey Upon reaching their studio, I was greeted by a personalized welcome sign at the top of the stairs. Seeing my name on that sign instantly made me feel valued and special. This small but significant detail exemplifies the difference between standard customer service and a memorable customer experience. The team guided me to an adorable private dressing room with full length mirror, great lighting, places to hang my outfits and an adorable “quote” wall. Signs encouraged selfies and Instagram posts. They offered me a cold drink, which was especially appreciated on a scorching hot day. These thoughtful gestures highlighted their commitment to creating a comfortable and fun experience. Next, we went downstairs to record the podcast. While they mic-ed me up, two people explained what we’d be doing and I was made to feel as comfortable as possible (well as comfortable as you can feel as an introvert with TWO cameras on you – HAHA!) However, recording the podcast was a breeze thanks to their clear explanations of the process. This level of preparation ensured I felt confident and at ease throughout the recording. Lesson: Thoughtful, unexpected touches (even when systematized) set a positive tone, make clients feel valued and turn customer service into an EXPERIENCE. The Photo Session: Balancing Efficiency with Personalization After the podcast, it was time for the photo session. While the process was efficient, there was one aspect that could have been improved: personalization. They didn’t ask why I was getting the headshots done, which resulted in generic poses and advice. It was only after I requested more fun shots in a second outfit change that I truly felt the photos reflected my personality. During the photo selection process, the person assisting me did ask personal questions (like when my birthday was). I’m sure this information will be incorporated into their follow-up touch program—a smart move for fostering long-term client relationships. Throughout my visit, I interacted with three different employees. (I already felt like I knew them because I had received an intro video prior to my visit.) Each one explained their role and seamlessly handed me off to the next person. Their approach made me feel like I was with an expert at each stage rather than being passed around. One person handled check-in and check-out, another recorded the podcast and took the photos, and a third interviewed me for the podcast. All these elements combined to create a cohesive and special experience, offering a welcome break from my day-to-day routine. Lesson: Personalization, questions and expert handoffs ensure clients feel understood and cared for at every stage of their journey. The Departure: A Lesson in Customer Care After making my photo selections and settling the payment, I was sent home with a lovely gift. However, as I left with my hands full of clothing, shoe changes, my laptop, and the fragile gift, I faced a small challenge. Navigating two flights of stairs with all these items proved difficult. I made it down safely and placed the gift on the roof of my car so I could juggle loading everything else. Unfortunately, two streets later, the gift was still on my roof and smashed in a million pieces as I accelerated. An offer to help carry my belongings down would have been a simple yet impactful way to conclude the experience on a high note. Lesson: Small things matter. Your final interaction is a great opportunity to do something simple and appreciated to set you apart. Conclusion: Striving for Excellence in Customer Experience This visit underscored the importance of going beyond good customer service to create an exceptional customer experience. The systems and hospitality at the photographer’s studio were impressive. There were areas for improvement that could have made my visit even more memorable. AND overall, they really did knock it out of the park. For real estate agents (AND their real estate administrative professionals, executive assistants, small business Ops Bosses® and directors of operations), the key takeaway is to pay attention to every detail of the customer journey. Personalized interactions, proactive assistance, and thoughtful systematized touches transform a routine service into a remarkable experience. ACTION ITEM: We all experience poor, good and great service in the interactions we have daily. Reflect on those experiences. What have you learned as a customer that you can implement in the business you work in to drive excellence, customer loyalty and REFERRALS?! An Example: A Personalized WOW Touch for Real Estate Teams Here’s an example of personalization that I implemented when I was DOO of a real estate team. When you list a home and send the photographer out, ask them to be on the lookout for pets. If the sellers have pets, have the photographer snap some candid shots of them. You can then take the best picture and order a canvas wall print to present to the sellers. This surprise gift often results in a “WOW” moment that is both personalized and deeply appreciated, showcasing the extra mile your team is willing to go to make clients feel special. I guarantee you that pet owners LOVE their animals like part of the family. When you do this, they will tell everyone they know about their amazing Realtor®. THAT results in referrals! And THAT is bossy!

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