SERVING MUTUAL CUSTOMERS WITH REAL ESTATE AGENTS · HBM Client Services: [email protected] / 952 -831 -1919 (M -F 8am - 6pm CST) © 2019 Home Buyers Marketing, Inc. Trade Secret and

SERVING MUTUAL CUSTOMERS WITH REAL ESTATE AGENTS

Loan Officer 102

© 2019 Home Buyers Marketing, Inc. Confidential. Patents Pending. All Rights Reserved. Rev 1.24.19 This document contains trade secret information, which is confidential and proprietary

to Home Buyers Marketing, Inc. (HBM). This document may not be reproduced or distributed in whole or in part, and its contents may not be disclosed or used in any manner without the express prior written

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PARKING LOT

HBM Client Services: [email protected] / 952-831-1919 (M-F 8am - 6pm CST)© 2019 Home Buyers Marketing, Inc. Trade Secret and Confidential. Patents Pending. All Rights Reserved.

HBM Client Services: [email protected] / 952-831-1919 (M-F 8am - 6pm CST)

© 2019 Home Buyers Marketing, Inc. Trade Secret and Confidential. All Rights Reserved. Rev 01.24.19

Page 1 of 25

Serving Mutual Customers with Real Estate Agents

Three Pillars of Opportunity Review

Pre-quals

Pre-approvals

Credit Pulls

Rate Shoppers

Refinances

Home Buyer Seminars

Leads Purchased

Real Estate Agents

Builders

CPAs

Financial Planners

Landscapers

Insurance Agents

Past Customers

Current Customers

Friends and Family

Customer

Database

Affinity Groups

• Co-op Agents

• All Others

Consumer

Direct



Page 2 of 25


The Power of One™ Review

A. How many transactions do you want to close monthly?

B. How many purchase transactions do you currently close on average each month?

C. Line (A) minus line (B) = the number of additional transactions you need to meet your

monthly production goals. This is your GAP!

D. Multiply your GAP by 20 (5% conversion rate) X 20

E. Equals the total number of buyers needed in your HomeScout pipeline at all times:

1 mobile app a day

1 HomeScout app per day x 30 days = 30 new buyers each month

30 buyers x 5% conversion rate = 1.5 new closings per month

1.5 closings x $______________ (avg. commission)

= $______________ per month

In the last 30 days, how many HomeScout apps did you get from your Consumer Direct

and Customer Database pillars?

Consumer Direct:

Customer Database:

Total:



Page 3 of 25



In addition to the buyers you will find in your Consumer Direct and Customer Database

pillars, you will now be working with HBM2 cooperating real estate agents to serve mutual

customers using HomeScout®, the Sold Home Alert®, and other HBM consumer services.

1 Co-op agent adds 1 person every day to their HomeScout pipeline,

X 30 days = the opportunity to serve 30 new mutual customers.

2 Co-op agents add 1 person every day to their HomeScout pipeline,

X 30 days = the opportunity to serve 60 new mutual customers.

Estimate the number of customers you want to serve each month by

working with HBM2 Cooperating Agents? (Page 2, E)

HBM’s Affinity Group Strategy – Part of Your New Business Model

1. A private real estate app and website with 100% MLS listing data.

Includes advertising of you, your brand and contact information on

every page your customer’s view.

2. A monthly email automatically delivered to your customers with

information on what’s selling in and near their neighborhood.

3. Reporting of your customer’s HomeScout activities. You know who your

hottest buyers are and when to contact them.

4. Affinity Group Strategy – Solutions for growing your business with Affinity Groups

including Cooperating Real Estate Agents.

Cooperating real estate agents:

These real estate professionals are members of their local MLS and cooperatively work

with HBM2 in local markets to find ready, willing and able buyers for listings for sale in

those markets. HBM2 is a national, licensed real estate brokerage services company.



Page 4 of 25


Today’s Objectives

1. Understand the business of a real estate agent

2. Find the right real estate agents who align with your values and HBM2’s

business model

3. Prepare for an effective 10-minute meeting with a real estate agent

4. Present to a real estate agent and invite them to “Maximizing Your Growth”



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1. Understand the Day to Day Business of a Real Estate Agent

It begins with generating C___________

1. Yard Signs

2. Open Houses

3. Floor Time

4. Database

5. Past Clients

6. Personal Sphere

7. Ad Calls

8. Buyer Seminars

9. 1-800#s

10. Internet

11. Social Media

12. Cold Calls

13. Leads bought from

online aggregators



Page 6 of 25


1. Understand the Day to Day Business of a Real Estate Agent

2 Phases in the Home Buying Process

• Very few real estate agents spend time capturing buyers/sellers prior to the

point of sale

• They spend _______% of their time and money today competing for 10% of the

market (Transaction Phase), the buyers who are ready to buy now.

• The true opportunity for business growth is in the E__________________ Phase

Real estate agents are able to grow their business when focused on both phases.

When utilizing the Nexgen HBM business model, real estate agents:

1. Capture more of the contacts (buyers and sellers) they generate

2. Incubate buyers while they learn the market (Education Phase)

3. Protect current and past customers from going to the competition

4. Close 2 – 3 more transactions a month (on average)



Page 7 of 25


The Opportunity

Nexgen HBM solves the problem of lost contacts, while

moving the loan officer to the top of the funnel.

Serving mutual customers with HBM2 Co-operating agents

positions the loan officer earlier in the customer’s timeline,

prior to the point of sale.

The loan officer’s photo and contact information is displayed

to customers using HomeScout, Sold Home Alert and other

HBM consumer services.

• Build relationship

• Establish trust

• Answer questions

• Serve financing needs

What should you consider?

You’re about to extend an invitation to a real estate agent to learn how they can close 2 – 3

more transactions a month. To learn a better way to find new buyers every day and convert

more of those buyers to closed transactions:

1. Be highly s__________________

2. This could be a long-term relationship, serving mutual customers together



Page 8 of 25


2. Find the Right Real Estate Agents

Look for real estate agents who:

1. Align with your business values

2. Spend money generating contacts

3. Understand the value of marketing to their database

4. Hold open houses

5. Agree they are losing contacts

6. You have worked with on the listing side of transactions

7. Other agents you have worked with

8. Have less than five years in the business

9. Are not associated with big companies

10. Are technology-savvy

11. Believe in buyer pipeline

12. Want to grow their business

13. Have several conversations a day about real estate

14.

15.



Page 9 of 25


2. Find the Right Real Estate Agents

Values Match – List Your Top 6 Qualities

1.

2.

3.

4.

5.

6.

Skills Practice: Determine your initial agent list

Goal: Identify agents that may be good prospects for the HBM2 model

Place a check in the boxes 1 – 6 if you know whether or not this agent matches your list of top qualities above.

Agent Names – YOU KNOW 1 2 3 4 5 6

Agent Names – YOU DON’T KNOW 1 2 3 4 5 6



Page 10 of 25


3. Prepare for an Effective Meeting – The Initial Call

The purpose of the call:

• To get a 10-minute, face-to-face meeting with the agent

The initial call is extremely important because:

• It positions you in the crucial role of introducing solutions for adding 2-3

additional transactions each month, by capturing lost contacts and converting

more of those contacts to transactions. Without this call, you may not get the

opportunity to serve mutual customers together.

Warm Referral

“Hi this is with . Agent Name Your Name Company Name

How are you today? gave me your name and contact information,

as he/she thought you would be interested in meeting with me to hear about a system that

specializes in capturing lost contacts and converting more of those contacts into customers

– additional transactions each month. I would only need about 10 - 15 minutes to share it

with you and get your opinion.

Would morning or afternoon work for you?” Day

Create your own script

___________________________________________________________________________

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___________________________________________________________________________

___________________________________________________________________________

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________________________________________________________________________



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LIVE Cold Call (to schedule an appointment)

“Hi _____________________, this is ___________________ from _______________.

How are you today? I would like to tell you about a system that specializes in converting lost

leads and contacts into new business. If you are interested in growing your business, it

would be worth a 10-15 minute meeting with me to see what this system does to generate

new business. (pause) We will only need 10 - 15 minutes.”


___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

VOICEMAIL Cold Call Message (to schedule an appointment)

“Hello____________, my name is _______________________. I would like to tell you about

a system that specializes in converting lost leads and contacts into additional transactions

each month. I will reach out again soon, and hopefully we can coordinate getting together

for 10 minutes at your convenience. Again, my name is ____________ and my number is

__________. I look forward to talking with you.”


___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

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Skills Practice: Making the call

Goal: Schedule a meeting with a real estate agent

As the loan officer making the call:

What did you do well?

What did you find most challenging?

As the real estate agent receiving the call:

What did you like about the call?

What would have made the call better?

≈ Switch Roles and Practice Again ≈



Page 13 of 25



Handling Objections from Agents

Objection #1: “I’m too busy”

“I can certainly understand that! And this is one of those situations where in only 10 minutes

you can decide if this business system can help you add more closings each month. I’m very

confident you will appreciate our time together. How about a cup of coffee?

Objection #2: “I already have a loan officer”

“That’s great! I am not trying to replace your current relationship or change the way you are

currently doing business. I would like to tell you about a system that helps you grow your

business by generating and converting more leads into closings each month. If after

spending 10-15 minutes with me, you decide you’re not interested, I totally understand.

However, if you see that this system can help you close more business and make more

money, it’s a great investment of 10 - 15 minutes!”

Objection #3: “What is this about?”

“I’m glad you’re interested! There's so much to it, but I only need 10 minutes. We'll identify

what your biggest needs are in your business, and it will be clear whether or not this system

is a fit."


___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

Note: Additional scripts in the Appendix.



Page 14 of 25



Skills Practice: Handling objections (teams of two sitting back to back)

Goal: Gain confidence in handling real estate agent‘s objections.

As the loan officer handling the objection:



≈ Switch Roles and Practice Again ≈

Assignment: Call 4 real estate agents

Goal: Schedule meetings with 2 real estate agents a week for the next 2 weeks

Review your Agent list on page 9. Track your results:

___________ # of calls made to real estate agents

___________ # of live conversations

___________ # of voicemails left

___________ # of appointments scheduled



Page 15 of 25



Meeting Confirmation

Always confirm the 10-minute meeting:

• Immediately after the initial call — a follow-up email serves as a thank you. Include a

reminder of the day and time of your meeting, if the agent accepted your invitation.

Saying thank you is a sign of respect and shows you do not take them for granted. It

will also lessen your chance of the agent cancelling or rescheduling.

• The day prior to the meeting – call and email them, confirming time of meeting

Sample email confirming appointment:

Dear ______________,

It was great speaking with you today. I am looking forward to meeting you, learning more

about your business and sharing information about a system that helps agents get 1 – 2

more closings each month. I will see you on ______ (date) at _____ (time) at _________

(location)

Warmest regards,

Sample email for an agent who was not interested at this time:

Even if the real estate agent chose not to meet with you, the email is another opportunity

to present yourself and keep the door open for a future meeting.

Dear ______________,

It was great speaking with you today. Although you are not interested in meeting at this

time, I will follow up with you in the future as I believe this is a great opportunity to help

you grow your business. In the meantime, please don’t hesitate to contact me.

Warmest regards,



Page 16 of 25


4. Present to a Real Estate Agent (the 10-minute meeting)

The Purpose:

1. Find out if the agent believe he/she has a problem with lost contacts

2. Does the agent have time to take on additional business?

3. Determine if the agent is a potential fit for the Nexgen HBM model and a values

match for you (review the list on page 7)

4. Invite the agent to AGT 100 “Maximizing Your Growth”

Three step process:

1. Open the meeting, thank the agent

2. Present the opportunity to get 2-3 more transactions a month

a. Use the funnel and scripts provided

b. Ask agent for feedback during the presentation

3. Closing the meeting with an invitation to “Maximizing Your Growth”

Open the Meeting

Be excited and trust your presentation material

Script:

“Thank you for meeting with me. I've heard several good things about you.

The purpose of meeting with you today is to learn a little more about you and your business,

and tell you about a system that helps Real Estate Agents get 1 – 2 more closings a month. I

would like to show you a brief presentation and confirm you’re interested in growing your

business.

To begin with, I’d like to share with you some information I learned about the business of a

real estate agent and then get your feedback.”

Personalize this script to your presentation style:

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________



Page 17 of 25


Present the Funnel and the Stats

1. Top of funnel:

“According to the National Association of Realtors, the majority of agents spend

their time and money generating contacts, because it’s a numbers game.”

2. “I’m told it takes 25 contacts

generated to capture 2 ready,

willing and able buyers to

eventually get 1 closing. I’m

curious, is that real?”

3. “ An industry study shows that

one out of every 2 of those 25

contacts (about 12) are going

to buy a home sometime in

the next 12 months, and

about half of those people

who buy a home will have a

home to sell. Is that also

real? Is this a problem you

are experiencing right now?”

4. “Based on what you’ve just confirmed with me, I believe this system can help you

close another 2 to 3 additional transactions per month, just by doing what you’re

currently doing now to generate contacts.

I realize we only have 10-minutes today and out of respect for your time and

mine, I’m going to wrap up with just a few more questions.”

5. Pointing to the top of the funnel again, ask the agent; “What are your top three

methods of generating contacts?

“How many closings would you like to close each month?”

“Is that what you’re currently closing consistently now?”

“It looks like you have room to add more closings…that’s what this system does.”

1. Yard Signs

2. Open Houses

3. Floor Time

4. Database

5. Past Clients

6. Personal Sphere

7. Ad Calls

8. Buyer Seminars

9. 1-800#s

10. Internet

11. Social Media

12. Cold Calls

13. Leads bought from

Online Aggregators



Page 18 of 25


Additional Questions

1. What are your top three methods for generating Contacts/leads? ☐ Yard signs ☐ Open Houses ☐ Floor time ☐ Database

☐ Past clients ☐ Personal sphere ☐ Ad calls ☐ Buyer Seminars

☐ Internet ☐ Social Media ☐ Purchased leads ☐ Other__________

2. Are you at a point in your business where you want to grow your business? ________

Let’s Define Your Opportunity

A. How many transactions would you like to close each month?

Is that what you’re currently closing consistently now? Yes No

B. How many transactions are you currently closing on average each month?

C. Subtract line (B) from line (A) = this is your Gap in transactions:



Page 19 of 25


Close the Meeting

“Based on what I’ve learned today, there’s no doubt this system can help you close your

gap in transactions.

I would like to invite you to attend an agent focus meeting at my branch. It’s called

“Maximizing Your Growth”.

During that meeting, you’ll learn what is needed to make a decision on whether or not

you’d like to use the business system. You’ll also learn a phenomenal approach to marketing

to your customer database for long-term retention.

I only have 2 seats available, would you be interested? It’s on (day, time, at location)

Or

“If you are interested in learning more about this business strategy, there is a meeting

on that takes about 1 hour in which you will learn the details of this business

strategy and how it works. I would be honored to have you there. Afterward, we can

determine if you are interested in moving forward. There are a few openings available so

you may want to register right away.”

If the agent indicates they are not interested:

“Don’t hesitate to contact me if you change your mind. I will keep your contact information

and occasionally check in with you as well. In the meantime, I am happy to assist your

customers with their financing needs. Thank you for your time.”

After the Meeting

Send a thank you email: Thank the agent for their time and include a reminder of the

“Maximizing Your Growth” meeting (even if the real estate agent declines your invitation).



Page 20 of 25


Skills Practice: Meeting with a real estate agent (teams of two- one plays agent, the

other plays loan officer)

Goal: Gain confidence in presenting the problem of lost contacts and interviewing

the agent

As the loan officer:



What did you learn from this experience?

As the real estate agent:

What did you like about the meeting?

What would have made the meeting better?



Page 21 of 25


Possible Objections

Objection #1: “I don’t know if I can make it to that meeting, can you tell me more now?”

“I scheduled just a brief meeting with you today and I only allowed for a short time frame

myself. I believe the investment in your time will be a great decision. When you come to the

meeting, you will see a business strategy that revolves around the problem of lost contacts,

as well as technology that wraps everything together to ensure you get additional closings

each month. It takes about an hour to demonstrate each component, but again, I believe it

will be worth your time.”

Objection #2: “I already have a loan officer.”

“I understand that, I am not trying to replace your current relationship or change the way

you are currently doing business. I believe this system will help you grow your business by

capturing lost contacts and converting more of those contacts into closings each month.”

Objection #3: “I don’t know you well enough to start working with you.”

“That’s okay, my objective is to show you a system to help you close your gap in transactions

and grow your business. During this meeting, you’ll learn how the system works and I

believe you’ll like what you learn, there is no obligation.”

Write your own script:

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

__________________________________________________________________________



Page 22 of 25


Next Steps

1. Schedule and conduct four 10-minute meetings with real estate agents. The goal is to

get 2 agents who align with your business values and believe HBM’s business model will

help solve their problem of lost contacts.

2. Invite interested agents to attend AGT 100: “Maximizing Your Growth”. This is a 60-

minute introduction of the HBM business model for real estate agents. Loan Officers

attend this session with the agent’s they have invited.

• Agent’s attending “Maximizing Your Growth” will fill out a survey at the end

of the presentation and express their level of interest.

• LOs will review the agent’s survey and prepare to help interested agents

onboard with HBM2 as a cooperating agent.

• AGT 100: “Maximizing Your Growth” is available as a live in-branch session

(inquire with your manager) or HBM hosted webinar (register at

www.hbmdash.com, Support)

3. Engage in the agent’s onboarding and training (Best Practice). This process is trained in

LO 103 “How a Real Estate Agent Onboards with HBM2”

Live in-branch session or HBM hosted webinar (register at www.hbmdash.com, Support)

4. Meet with HBM2 Cooperating Agents weekly (check-in meetings).

5. Continue prospecting real estate agents.

6. Continue your “App a Day’ momentum: Consumer Direct, The Power of One!



Page 23 of 25


Appendix



Page 24 of 25


Optional script when presenting the funnel:

“According to the National Association of Realtors, the average real estate agent

generates about 25 contacts per month from the various sources of business listed here,

would you agree with that?”

The next stat I learned is of those 25 contacts generated every month; the average

realtor will lose about 23 of them.

This puzzled me, until I learned the amount of time and effort it takes to work with 1

buyer can be substantial, so most agents only look for the 2 buyers who are ready,

willing and able to buy NOW?

Does this sound familiar?

The problem created by eliminating the other 23 contacts, begins to get personal,

because of the 2 buyers you work with, there’s a probability that only 1 of them will turn

into a customer…a closed transaction.

And, the other 23 have already moved on to another yard sign, another open house,

another agent, another lead aggregation site.

What happens over time with the other 23? The next stats are alarming or exciting,

depending on how you look at it!

A National study revealed that 50% of those 23 will buy within the next 12 months and

48% of those buyers will have a home to sell.

That’s a lot of business opportunity if you have a method of capturing the 23 while

they’re just looking, and then incubating them until they’re ready to buy. That’s what

this system does!



Page 25 of 25


Questionnaire

Thank you for taking a few moments to assist us in planning future classes! We encourage your comments and

suggestions. They will be compared to the benchmarks we have set for ourselves to deliver the best training!

Name: Company:

Title: Cell phone:

Date: Email

1. I can explain the business model of a real estate agent.

Strongly agree Strongly disagree ☐ 10 ☐ 9 ☐ 8 ☐ 7 ☐ 6 ☐ 5 ☐ 4 ☐ 3 ☐ 2 ☐ 1

2. I am confident I can find real estate agents that are a good fit for the HBM business system.


3. How many mutual customers do you want to work with? ___________________

4. I am comfortable approaching real estate agents and explaining the business strategy.


5. I am confident I can handle real estate agent objections.


6. Do you feel this business strategy will give you a distinct advantage among your competition? ☐ Yes ☐ No If no, why not?

__________________________________________________________________________________________

__________________________________________________________________________________________

7. How would you rate the overall presentation?

Excellent Fair ☐ 10 ☐ 9 ☐ 8 ☐ 7 ☐ 6 ☐ 5 ☐ 4 ☐ 3 ☐ 2 ☐ 1

8. Comments

__________________________________________________________________________________________

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Documents

SERVING MUTUAL CUSTOMERS WITH REAL ESTATE AGENTS · HBM Client Services: [email protected] / 952 -831 -1919 (M -F 8am - 6pm CST) © 2019 Home Buyers Marketing, Inc. Trade Secret and