6. How to Connect with Clients using HIA®

Technology is great, however it is relationships and value that matters most in business. Your Dashboard has been designed specifically to enhance your existing and new relationships, by continuously offering your clients, current and prospective, on-going value. But how do we tell our clients about this awesome Dashboard? We need to meet with them face-to-face and in this section we will give you the tools on how to do just that!


Course outline: 9 steps below (includes 8 videos & 1 download)

Estimated time to complete:  40 - 60 minutes

 

6-1 How to Reach Out to Your Clients

It can be in a coffee shop, on the street or in an elevator. It really doesn’t matter!

Your goal with reaching out to your clients, is to introduce your new software and instill a sense of curiosity with your client. It is this curiosity that will likely lead you to the opportunity of sitting down for a coffee or lunch allowing you the opportunity to explain the system in full. An example of this conversation is as follows:

Past Client

Part #1 - Small Talk Introduction

Hi [Name], it’s [Your Name], how are you doing? How is the family? Can you believe its been [insert number of years its been since they bought/sold with you]? How is the house?
 

Part #2 - Introduce the Purpose of your Call

Anyways, I am calling because as you are aware, the real estate market is in the news a lot these days and I wanted to personally touch base with all of my clients as I am launching a brand new service, no matter if your are looking to buy or sell anytime soon or at all.
 


Part #3 - The Closing

If you have time for a lunch or a coffee, I would love to show you the new service in person and see if you are interested?
 

That's it, you have set yourself up a meeting with your client. 

Prospective Clients

In addition, if you find yourself in a room of strangers, consider the following dialogues:

When asked, “How business is going?”

It couldn’t be better, there is a new system out there. It’s all about managing real estate, rather than simply focusing on buying or selling. It’s easier if I show you, do you have some time for us to grab a coffee and chat more?
 

When asked, “What do you do?”

I am a Home Investment Advisor™
 

Then wait for the response, it will be the curiosity of your client, or prospective client that leads the conversation next. 

Don't forget, you need to be yourself, you need to have your own passion about your new system. 

 

6-2 How to Use the HIA® Presentation

Click the image to watch the video

Upon getting a meeting with your client, you can choose any number of ways to show off your new software and service. We have devised a tried and true method that works most if not all of the times. The how to is found in the next seven sections.

Watch the video to get started or move on to the next section if you want to learn about each slide in detail. 

Over time you will no doubt develop your own repertoire of stories to draw upon when delivering this information. We recommend that you use these when you can. For each slide we will talk about the AIM, BENEFIT and CONFIRMATION - ABC.

 

6-3 How to Explain Transaction vs. Value

Click the image to watch the video

The AIM

The AIM of this illustration is to compare today’s transaction-based model of business to the HIA®’s value-based model. The transaction-based model is largely deal focused: attach at the point of sale, make sale, and attempt to remain at the top of mind, or tip of the tongue for future sales. In comparison, a Home Investment Advisor conducts their business by focusing on their relationships with their clients, providing value and building trust over the full Real Estate Cycle. Let the homeowner know that you will continue to explain what you mean as you go through the remaining illustrations.

Youtility is marketing so useful, people would pay for it.
— Jay Baer, Youtility: Why Smart Marketing Is about Help Not Hype

The Benefit to the Homeowner

This new system your clients are being offered places the interests of the homeowner first. An HIA® will be available to help their homeowners look after the most valuable asset they will ever own, throughout the entire time they live in their home, rather than only being around at the point of sale. Homeowners have referred to this service as having a “co-pilot” or “life coach” for their real estate needs.

The Benefit to you, the HIA®

You are starting the process of separating yourself from the transactional model of real estate. On this first slide, you are beginning to enhance your relevance as an agent to the homeowner. You are teaching them how you, as an HIA®, can bring more value than just at the point of sale; that you will be with them through the entire Real Estate Cycle as well as the next. This will also help establish trust and loyalty between you and the client. Never forget, relationship building is the key! This system is based on the law of reciprocity.

Confirm

Confirm that they see the difference between these two different systems. Additionally, confirm that the new system you are speaking to will provide enhanced value to them as homeowners. 

 

6-4 How to Explain the Most Valuable Asset

The AIM

Click the image to watch the video

It just doesn’t make sense for the majority of a homeowner’s wealth to be invested in personal property, and have no one helping them manage it. People spend very little time thinking of their home as a manageable investment in the same manner as they do more liquid financial assets, even if they are smaller. This clear parallel to Financial Advisors solidifies what you do as a Home Investment AdvisorTM. This slide will help homeowners see that an HIA® is to houses and properties what wealth managers are to stocks, bonds, mutual funds, and GICs.

 
When it comes down to it, “Youtility” isn’t about changing your marketing, it’s about changing your mindset.
— Marcus Sheridan

The Benefit and Confirmation

We believe this is the point where you start to paint yourself as an industry leading professional, rather than a transactional salesperson. To guide this learning, we like to say, "I don’t get it, why doesn’t the whole real estate industry do this?" "It makes sense to devote at least as much time to your largest financial asset that you do to your other assets." Tell your clients that they should have someone they can phone who knows them, their position, their circumstances, their neighbourhood and their property. Tell them that now they do, because you are filling that void.

The Benefit to you, the HIA®

For almost every working individual in North America, and the world at large, retirement is the light at the end of the tunnel of a lifetime worth of toil and sacrifice. Planning for that retirement is not something that many people take lightly. Entire industries of financial planning, wealth management, and asset allocation have been born out of the need to help people manage their money and plan for their future goals and dreams.

According to a Statistics Canada report from 2012, the principal residence was the largest asset owned by most Canadians with a median value of $300,000. In contrast, the value of an individual’s “private pension, including RRSPs” of $116,000 is 1/3rd the value of their most valuable asset: their real estate holding’s (Statistics Canada, 2014). Yet rather than help homeowners manage their most valuable asset, the real estate industry has been confined to the sidelines only to step in when it is time to facilitate the transaction. The question we ask is “why?” The answer, we needed you! 

45.3% of Canadian’s Net Worth is comprised of “Housing-related” assets.
— Statistics Canada, 2012
 

6-5 How to Explain the Real Estate Cycle

The AIM

Click the image to watch the video

The Real Estate Cycle concept is one of your major building blocks. Much of the remainder of your presentation builds from this point. The idea is to start at the beginning of the cycle, just after the 12 o’clock position, when your client may have just purchased their home. Continue to lead them clockwise around the cycle, allowing them to understand the differing moments in time and what is happening at that point in their lives.

Go through the first quarter when they live in and love their home. Maybe they are putting their own stamp on it with renovations, additions, upgrades, etc. This is the "honeymoon phase."

At some point (the 6 o’clock position in the diagram) some change starts to occur in their lives - such as more kids than bedrooms, the kids move out, or they want to upgrade or downsize. All of these factors start to multiply until finally in the last quarter they start thinking about, and eventually make, a selling decision.

This is the most stressful time of the cycle and the worst time to be making crucial last minute decisions about renovation and maintenance priorities, let alone who your REALTOR® is going to be! The absolute worst time. The ultimate decision to sell the home is generally a time of significant stress and pressure.

In today’s world, meaningful differences between businesses are rarely rooted in price or product, but instead in customer experience.
— Jay Baer, Youtility: Why Smart Marketing Is about Help Not Hype
 

Why? This part is crucial. You need to illustrate for your clients how most people go about picking a real estate agent at this time, and why it is fundamentally wrong. Most homeowners at this point get two or three real estate agents to come in and give them a value for their property. They find these real estate agents through a friend of a friend, park benches, ads on the radio, or other marketing material. Perhaps they also call the last agent who they bought from, but the point is that most people do not have an in-depth relationship with their real estate agent and they are unsure of what their home is worth.

Too many real estate agents overprice as a motivating “carrot.” Many of us have seen this type of strategy in practice and we know what comes next for the homeowner if they chose to work with this agent: a swift price reduction. To summarize, during the most stressful time of the homeownership cycle, most sellers are interviewing agents for the first time without having a strong understanding of the value of their property.

Conversely, the HIA® IMPACT educates the homeowner throughout the real estate cycle so that they can make their selling decision with confidence, having a pre-established range of values that their home will likely sell for. Knowledge for the homeowner is power! The absence of this knowledge can place them in a vulnerable position when working with what is most likely the most valuable asset they will ever own. In summary, the AIM is to explain the pitfalls of making a decision in the fourth quarter, contrasted with the benefits of gaining value and knowledge from their HIA® over time.

The Benefit and the Confirmation

The main benefit to the Homeowner is simple; they will gain knowledge throughout their ownership of the home, not only at the point of sale. They will be familiar with their home’s value, history of maintenance, and community trends, to name a few. This knowledge strengthens their position, allowing them to make more informed real estate decisions. When the time of sale does finally arise, the homeowner has the knowledge to price their property properly and will likely not have unrealistic expectations. They will know market conditions and trends prior to entering the sales process and will bear those numbers in mind.

According to one survey, selling your home is more stressful than being fired from your job, breaking up with your spouse, or becoming a first time parent
— Daily Mail UK, 2014

Once you explain the benefit, you can look for confirmation from your client at the same time by asking questions such as the following: “Wouldn’t it be better if you knew the person entrusted with your most valuable asset?” “Wouldn’t it be better if you didn’t have to rely on agents who you don’t know, who don’t know you, to educate you on the value of your home?” “Wouldn’t it be better to go into the decision phase of the cycle knowing what your home is worth?” “Wouldn’t it be better to make important decisions about who to trust while you are not under stress?” A great way to follow up these questions would be with a statement similar to, “Our IMPACT takes care of all that. Let me show you how!” You could also consider adding: “Wouldn’t it be better to work with someone you know will be with you after the sale closes, continuing on as your real estate advisor?”

The Benefit to you, the HIA®

All real estate agents compete in the fourth quarter. It is what we have been conditioned to do. Why swim with the “sharks?” An HIA® has learned to swim where the sharks don’t swim. Show the homeowner what it is that you can provide to them in the first three quarters and teach them how you are more valuable then they think or know. What do you provide to them in the first three quarters? We will tell them that on the next two slides.

Case Study: The Fourth Quarter

Below is a real example of a fourth quarter listing presentation and sale result.

Background

A couple in their mid-forties was looking to move from one town to another and therefore needed to sell their home. They did not have an HIA® Advisor so they did what is rather typical, they asked around to see if one of their friends could recommend a real estate agent. Upon chatting with a friend, they were given the name of a recently new real estate agent however as they were contemplating such a large financial decision, they decided to also bring in the well-publicized “local expert” as well as another real estate agent which they had seen on some advertising recently.

Listing Presentation

The couple called each of the three agents in to view their home and return with a subsequent Listing Presentation. The first agent to present was the one who they had found via advertising, the second was the “local expert” and the third was the real estate agent referred by their friend.

As the referred real estate agent completed her presentation, the couple told that real estate agent that they really loved the presentation and that they would be in touch shortly.

The Winning Real Estate Agent

That evening the couple called the referred real estate agent and indicated to them that while they really liked the professional, they would be listing their home with the “local expert”. Disappointed the referred real estate agent pressed a little further and asked, “What was the key difference?” The couple responded, “Price.”

The “local expert” suggested the couple list their home for $675,000, while the referred real estate agent and the advertising real estate agent had both suggested approximately $600,000...a $75,000 difference.

The “local agent” signed the listing agreement on a Sunday night, calling the very next day, Monday morning, telling the couple that they would need to lower their price.

The Final Outcome

The couple ended up selling their home for $600,000, as anticipated by the other two real estate agents, however the “local expert” won the listing by suggesting a much higher (some would say unrealistic price) earning that professional the commission.
The couple had to endure a couple price reductions and several stressful weeks while the property sat stagnant on the market.
 

Case Study Final Thought

One can only wonder what would have happened had this couple been HIA® Homeowners. However, we think they would never have believed their home would sell for such a high price and laughed the “local expert” (if even brought in) out the door! 

 

6-6 How to Explain the Two Cycle Comparison

The AIM

The AIM with this slide is short. You just want to give your clients a clear visual showing the difference between our HIA® IMPACT and the transactional business model. They can see how as a Home Investment Advisor™ you are by their side full time. This is a simple but very effective illustration! A picture is worth a thousand words. We believe that real estate professionals using this system will be offering a comprehensive service to homeowners.

The Benefit and Confirmation

As in the previous slide, the Benefit and the Confirmation can be joined in the question, “do you see the value of the Home Investment Advisor™ model, which allows me to work with you throughout your entire ownership cycle and then be there again in your next cycle?”

The Benefit to you, the HIA®

The cornerstone of the HIA® IMPACT is "full cycle real estate service." Simply put, this is the quantum leap from real estate as a transaction-based business to a service that equates closer to wealth management. An HIA® believes and understands that a homeowner’s most valuable asset requires and deserves more time and continuous attention than today’s agents are offering. This concept of full cycle real estate service has significant benefits for the homeowner as well as the agent.

For the homeowner, it allows them to have a trusted advisor throughout their cycle of homeownership, to consult with and gain knowledge and insight from long before, and well after, the point of sale. Additionally, it eliminates the need to engage the services of an agent for the first time in perhaps the most stressful point of the cycle, the fourth quarter. The tools provided allow the HIA® to accelerate the bonding process between homeowners and advisors.

To that end, the HIA® will further the public perception of the industry and greatly benefit the agent by allowing them to engage homeowners and prove their worth up front at a point in the ownership cycle that is neither fraught with stress or competition from other agents. It allows the agent to be an advisor to the homeowner throughout the entire real estate cycle, and each one after, while building goodwill and relationships that lead to referrals and new business. 

 

6-7 How to Explain Full Cycle Real Estate

The AIM

Click the image to watch the video

Reconfirm that the old way could be considered “deal oriented,” as can be seen by the agent walking away looking for his next sale, versus how much value you as an Advisor can add over the full cycle of real estate ownership. You are planning on being there throughout the entire cycle and every cycle thereafter.

Here is where you introduce all of the things that you are going to help them with, throughout the cycle, getting into the meat of what this relationship will look like. So what do you actually do? Now would be a great time to show them the binder, or the Homeowner Dashboard. Start by letting them know that you are going to tell them about all the benefits of working with a Home Investment Advisor™ as you go through the Homeowner Dashboard.

88% of Home Buyers said they would “definitely/probably” use their agent again however, only 11% do use a previous agent to buy their next home.
— 2016 NAR Profile of Home Buyers and Home Sellers

What do you offer?

  • My Property
  • Market Watch
  • Money Manager
  • Home Maintenance & Wishes & Needs
  • More Stuff

Each of these sections is found in the online portal and Homeowner Dashboard, which at this time you could show your client and discuss. For now, consider this as a good talking point and focus on the fact that you are now their “Quarterback” for all things real estate.

The Benefit and Confirmation

You can easily say "Isn’t this a better model?" Or whatever you feel comfortable with. Hopefully your excitement about the HIA® IMPACT that you have adopted is something they can naturally read from you. If you aren’t passionate in what you are offering, your potential client will see this and likely no believe in the system you are offering. You must be all things IMPACT.

The Benefit to you, the HIA®

The Home Investment AdvisorTM model is built on the notion that the agent is centric and relevant to the homeowner throughout their entire cycle of ownership, right up to and including the sale of the property. Rather than making noise (newsletters, DRIP marketing, calendars, fridge magnets, etc), we are working with the homeowner to add value. Rather than looking for clients, we are looking after clients! 

 

6-8 How to Explain The Evolution of Real Estate

Click the image to watch the video

The AIM

It is a bit tongue in cheek, but we believe that you are the evolution of the real estate agent. You are the Home Investment Advisor™, the next generation.

The Benefit and Confirmation

A picture is worth a thousand words. Your clients will get it! But you can confirm it by asking once again "Is this valuable to you?" 

 

6-9 How to Explain "The Catch"

Click the image to watch the video

HIA® Advisors have received the following feedback upon giving the Homeowner presentation. We now use this as an “FAQ” to address the things that homeowners are thinking, most notably the statements in orange. 

If you commit to inform rather than promote, customers will reward you with trust and loyalty.
— Jay Baer, Youtility: Why Smart Marketing is about Help Not Hype
 

When asked by clients, what's the catch? The answer is simple:

There’s no catch or fine print for our clients because we believe this is the way your real estate experience should be! We are proving ourselves upfront and establishing knowledge and trust between us now. This is our personal self-promotion, as we strive to go above and beyond, providing the service we believe our clients should be receiving. When the time comes to buy or sell, our hope is that we’ve proven to you that we are the right professionals for either your transaction, or your close friends and family.

Download the Homeowner Presentation Slides

The homeowner presentation is a tool to help you explain the concepts of what an Home Investment Advisor is, the value you provide, and how you can help them manage their most valuable asset. Download the PDF presentation below to print it out or save it to your laptop, tablet or smartphone so you always have it with you.