Life in the Pressure Cooker–Some Suggestions for Extraction

29 11 2009

As real estate professionals, we are more or less used to the stress level which exists within our clientele. I am a Massachusetts real estate attorney with more than 40 years of experience. I have bought, and sold, five and four homes, respectively. In not one situation was I calm and relaxed throughout the process. it seemed that there were a million things to do, and I did not have the time, or the patience, to tackle all of them. Sometimes the lender created problems with requests for information I was sure I had already submitted. Sometimes, the walk-through did not go particularly well. In one situation I had a flooded kitchen between the time of Purchase and Sale and the closing. That caused its own set of problems.

Looking back on my own situations, and the many others I have handled for others, I have developed a few tried and true approaches to the resl estate “pressure cooker”, which I would like to share with all of you, whatever part in the process you are assuming:

1. Try to Stay Calm. Problems are going to arise, and almost always when we least expect them. Acccept the fact that there can be problems. Think about your customer first. What can you say or do to assuage the issue. I have found that the last minute inspection problem, or the lender delay, or any number of other things which can delay a closing, or worse, are best addressed by calmness. Do not let yourself get emotional about the problems. Speak with the other professionals. Try not to relay bad news to a customer without suggested approaches to a solution. Think positive thoughts; convey your sense of confidence to your customer through your calm mien.

2. Do Not Point Fingers. Many times the approach which appears simplest to effect is to blame another person or entity for what has happened, and step away. I used to do this, because lawyers are very fat targets when there is a problem, and I wanted to stress that I had done nothing wrong, but Mr, Jones or Ms. Smith, was the true culprit. I no longer take this approach. Rarely do real estate disputes actually result in litigation. More often than not there is a solution out there which everyone can live with. If I have been solution, rather than blame, oriented, I can preserve my relationships with the professionals I will have to work with at other times, and in other places. Furthermore, I have found that coming up with a solution in a difficult situation is the thng that a lot of people remember about me, and my firm, when the smoke clears.

3. Do Not be Afraid to Call a “Time-out”. In our profession, no one really gets paid unless and until the deal closes. Sometimes, that colors our behavior. We all have lost deals, and spent time on matters that do not produce revenue for us. On the other hand, sometimes a deal just cannot work, no matter how hard we try to push it forward. Sometimes, it can work, but the financing must be re-tooled to fit the specific situation of the Borrower. My experience has been that it is better to call a “spade a spade” early in the game than to labor relentlessy on a project where there is little, ot no, hope of success. Call “Time Out”, regroup, and go a different path.

4. Never Sacrifice Your Integrity to Make a Transaction take place. New financing rules have severely hampered the ability of the Borrower to exaggerate assets or income, or even lie about them. In a way, that has taken some pressure off the rest of us. There are still situations which arise, however, where a half-truth or a lack of disclosure may let a deal go forward. I suggest to each of you that you do not want to be a part of any effort which involves ANY deceit or subterfuge. I mentioned above that real estate matters rarely become litigations. If they do, however, and you are called upon to testify, you want to make sure that your behavior in the matter, from an ethical standpoint, is above reproach. Deals come and deals go. Your reputation is forever.





Perfecting You Persona–Being Different Isn’t Enough

13 08 2009

While acting as a real estate professional, working on purchase and sale agreements, leases, real estate closings and the like, has been interesting, I must admit that nothing in my over 40 years of practicing has been elevated to the status of “earth-shattering” or eveb unique. What I do every day is generally routine; many other people are able to do the same things that I do. There is no question about that.

So, sometimes I ask myself why is it that I have been able to achieve a fair level of success here, while some others have failed. I have reached the following conclusions:

1. You must do something in your profession that makes people remember you. It sounds simple enough, and most times it is. In the past few years, I have taken to wearing bowties. It is not that I look particularly good in bowties. It is just that I am becoming known as the lawyer “who wears a bowtie.” That small thing sets me apart from other attorneys, which, essentially, has been my plan. I know a mortgage originator who brings a pie, which she has freshly baked, to every real estate closing in which she is involved. She has, naturally, started to be known as the “pie lady.” The connotation is positive; she brings sweet things to her Buyers. Another person I work with always wears a special hat to her closings. Gradually, she gets herself noticed, and commented about, when she changes hat, and it is a discussion item.

2. Once people remember you, you need to be “good“. Obviously, something that makes people remember you is what drives new business to your door. But, now, comes the important part. You need to make that initial reaction have some substance. If you are a practicing attorney, you need to be the one who returns “every” phone call, who schedules closings not for his or her convenience, but for the convenience of the client. You need to always be the person who stays calm when others are frazzled, who always offers solutions when none seem apparent, who never gives up until the deal is closed and the deed on record. If you are a loan officer, you need to be the person who always looks for alternative ways of structuring the deal, who shows up at the closing in case there are last minute glitches, who is always positive and never “kills” a deal that can be rescued. If you are a realtor, you need to have a reputation as being a “deal maker” not a “deal breaker”. You need to work ceaselessly to find solutions when there is an impasse. In certain circumstances, you need to be willing to make concessions on your own fee to make the deal happen. You need to be totally loyal to your client.

As I have said, if you can combine the “persona” you have established with a reputation that is postive, you will set yourself above the rest. People will seek you out, and just you. It is great to be on the first page of Google; it is even greater to have a flock of “raving fans” who go out of their way to refer business to you. Your “positve persona” is the key to success; we all can improve ours through hard work and hard thinking.





The Closing Table–A Venue for Marketing!!!

3 08 2009

As a Massachusetts title attorney with over 40 years of closing experience, I am often shocked at the number of missed opportunities for marketing that the closing table presents. For my own part, I view the closing table as a chance to market my law firm and to provide the Buyer with an array of services my firm offers. This not only includes helping their firends and relatives with their next real estate transaction; it also includes explaining why home ownership presents a need to bring their estate plans up to speed and to make sure their insurance coverage is adequate. After all, they have just signed up for a large liability in their mortgage, and they want to make sure that if something happens to them, their home (and children) will be protected.

There are several other things I do at each closing:

1. I always give the Buyers a small gift. Sometimes a special bottle of wine, other times an umbrella with my law firm’s name emblazoned on it.

2. I have now taken to preparing a large loose leaf binder with the name of the Buyer and the property address. I tell the Buyer to place a copy of the HUD-1 Settlement Statement and a copy of their Owner’s Policy of Title Insurance as the initial entry into the binder. Thereafter, I advise them to place a copy of each and every invoice relating to their hom into the binder. If they are diligent in doing this, they have created a wonderful marketing book for you, the real estate professional, to sell their home when that time comes. recently, I have inserted a plastic sheet for business cards. i place mine in the sheet and urge the selling broker or buyer’s agent to place theirs in the sheet, as well. I am a member of a BNI Group. I also place the cards of those BNI Members in whom I have confidence into the binder.

These are the marketing opportunties I have observed for other real estate professionals:

!. Realtors. A realtor in attendance can oftwen firm up future business by being at the closing and being helpful. I have seen realtors bring small gifts, as well. Many seasoned realtors also backstop suggestions I make to the Buyer, and in general serve as liaisons in the process. It is akin to bringing home the girl you brought to the dance, and the sense of closure is important.

2. Mortgage Professionals. I am surprised at how few appearances these people make at closings. To me, this is aperfect opportunity to market only to the selling broker or Buyer’s agent who almost certainly in attendance. On many occasions, the listin agent appears, as well. Closings take an hour or so, and there is a lot of dead time for the realtors. What a great chance for a mortgage originator to make a captive sales call. He or she can answer questions, speak about new programs to people who have no choice but to listen. Maybe a new deal sprouts from this initiative!!!

Perhaps, many of you have found closings to be boring chores foisted on you by your superiors. AS this post indicates, I view them quite difffertly, and I urge you to give some thought to some, or all, of the marketing ideas I have shared herein.





System “5/25″–A Proven Way to stay in touch with your Players

14 04 2009

Over the years, it has become more and more apparent to me that sales involves connecting with people who know, and appreciate, what I have to offer, not at my convenience, but, realistically, at theirs. One way I have found to stay in touch with these important contacts is to utliize the “5/25 Sytem” on a consistent basis.

The System is simple. Pick out your 5 most important clients, or customers, and put them on a schedule. Then, analyze the rest of the important people in your business and pare that list down to 25 people. Obviously, the list of 30, as I call it, can change on a dime. The best way for it to change is for some new player to arrive on the scene to supplant someone else, who is marginal. The worst way your list can change is for a “favored 30″ player and you to have a falling out, or disagreement, which makes continued contact with that person difficult, o rmaybe, even impossible. If the latter happens, be decisive. Excise that person from the list and find an acceptable substitute.

1. The “Favored Five”. You need to get yourself in front of the favored five at least once a week. Since these people are so important, it probably makes sense to vary your contact. Some weeks it may be a meeting for a cup of coffee. Other weeks you might invite them to a play or ball game. Whatever the excuse, you MUST be in fron of these five people every week, without fail. At some point, your “favored five” are going to see what you are doing. None of mine have every held against me my elevating them to this favored status. Most understand that I am making a commmitment to frequesnt communication with them so I can acknowledge how important they are to me practice.

2. The “Terrific Twenty-five”. These people are very important to you, but they have not achieved “Favored Five” status. In time, they may reach that level. For the time being, the “Terrific Twenty-five” need to be contacted at least once a month. Obviously, you can get with them more than that, but under no circumstances, should you let a month go by without an email, telephone call, visit at their office, or other contact. You need to stay of the “Terrific Twenty-five” radar screen. You do not need to make then a weekly contact.

The results of this rathered structured approach have been impressive for me. My “Favored Five” people are the ones who respond to new initiatives and proposals. When I am in front of them, they “remember” things which they wanted to discuss with me and thus new opportunities arise. The “Terrific Twenty-five” are in a sligghtly different category. They have not lost touch with me, but I am not a constant part of their business life, in most circumstances. That can sometimes be a good thing. Sometimes, the “Terrifics” want to change their role. Many time this is justified. The group of thirty is not static; you will see changes evolve as you move ahead.

There is nothing mystical about the 5 and 25 numerical selections. What is important is that you identify the “real players” and the “might be real players” as soon as possible, and then make sure you find ways to have continuinh interaction. For me, this has been an incredible “practice builder” and also a way for me to develop lifetime friendships. What is better than those results?





The Resource Triangle–”Three” Who Can Make It Happen

11 04 2009

As I have evolved from an attorney who sat in my office and waited for the phone to ring into a realist who started to understand that marketing is an essential part of doing business, one thing became clearer and clearer. My best efforts involved finding motivated and talented realtors and mortgage originators with whom I could work on a regular basis.

This “Resource Triangle”, as I like to call it, makes perfect sense. All three professionals involved have one goal in mind, the successful closing of a residential real estate closing. All three have something else in common: if the transaction does not close, none of us gets paid. So if a realtor in one of my Triangles calls me up late on a Saturday afternoon and tells me she or he has a Buyer who is leaving town this evening, can I come by and introduce myself, I need to appear even if it means my Saturday night plans are delayed, or even cancelled. The same availability is required from the mortgage professional. If we are going to be “Resources” and part of the Triangle, we need to be there, any time, any place.

Once the Triangle is established, it can work to everyone’s advantage. The reliability component is huge. Whe I tell my realtor-partner, I can turn the Purchaser and Sale around in no longer than 48 hours, and I DELIVER on my promise, he or she knows that the chances of the deal coming together are increasing at a rapid pace, and what may have looked like “bragging” was only describing a standard that he or she knew could be achieved. When the mortage originator promises a full-blown mortgage commitment in fourteen (14) business days, AND DELIVERS, comfort and credibility abound. When I promise a client who owns a home, and is buying another, that my realtor-partner can get their present residence sold in less than a month, AND DELIVERS, I look good, my realtor-partner looks good, and the magic word “closing” is that much closer.

I have been fortunate in that I have developed several unique Triangles in my practice, the difference in make up and composition being a function of the clients I am working with and geographic compatability. The networking groups I am involved with, such as BNI, are a natural source for Triangles.

Most of the people reading this post are Triangle-eligible. They fit into one of the three (3) categories described. I urge each and every one of you to get your Triangles in motion at the earliest possible opprotunity. The confidence in referring your most trusted clients and customers to people who have time and again DELIVERED can make all the difference for you. You will no longer be a face in the crowd. You will be the one person who can make the deal happen.








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