Episode 25 - Why You Should Consider Hiring a Transaction Coordinator

Episode 25 - Why You Should Consider Hiring a Transaction Coordinator

Today we are handing off the spotlight to Sadie Rantung, one of our team’s transaction coordinators, to talk about how a transaction coordinator can help you grow your business. In case you are unaware, a transaction coordinator is someone who manages a real estate transaction from start to finish. Transaction coordinators are trained in every aspect of a transaction—they handle paperwork, communication, and any deadlines involved in the process. To find out how they perform each of these tasks and learn more about how they can benefit you, watch our latest video.

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Episode 24 - The Value of Hiring a Transaction Coordinator

Episode 24 - The Value of Hiring a Transaction Coordinator

At the beginning of Tim Mangold’s career, he was all over the place. He couldn’t settle on much because he was distracted by the series of open loops in his mind regarding whether he had finished this or that paperwork or task. By hiring Moncord Professional Services as his transaction coordinators, Tim was freed of that indecision—and his business boomed. Transaction coordinators take care of many tasks that agents find tedious, allowing them to focus and hone their skills. To hear more about what Tim has to say about hiring a transaction coordinator, watch our latest video.

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Episode 23 - How to Run a Company With Your Significant Other

Episode 23 - How to Run a Company With Your Significant Other

When you share a business with your significant other, there are certain unique challenges that may arise. However, if you are able to address and overcome these challenges proactively, this kind of business arrangement can also yield some amazing benefits. Today I’d like to begin what I hope will be an ongoing discussion about how to facilitate a happy and healthy balance in your business and your life when professionally partnering with your significant other. To learn more, watch this short video.

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Episode 22 - Introducing: The Moncord Insider Program

Episode 22 - Introducing: The Moncord Insider Program

We have an exciting announcement here at Moncord Real Estate Professional Services. We would like to introduce you to the Moncord Insider Program. With 3 different plans, you can choose the plan which works best for your company. Will you choose the introductory 3-month plan which allows you to get to know us or fully commit to the 12-month plan? To find out how the perks of all the plans, watch my newest video.

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Don’t Miss Out on the PNW Big Badass Real Estate Wealth Expo 2018

Don’t Miss Out on the PNW Big Badass Real Estate Wealth Expo 2018

Today I’m joined by Tarl Yarber of Fixated on-site at one of his new fix-and-flip projects to talk about how you can get more repeat business. One of the reasons Tarl likes working with agents and agents like working with investors like him is the repeat business they can get from fix-and-flip projects, meaning the listbacks on both the buying side and on the back end. The biggest real estate conference in the Pacific Northwest is also coming up soon, and it can teach you more strategies to get more repeat business. To learn more about this conference and what you can learn there, watch my latest video.

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Creating a Great Culture for Your Real Estate Team

Today, I want to talk about culture and what that means to your team as an organization.

There are three things that I want to go over: defining culture, hiring for culture, and maintaining culture.

1. Defining culture. How many of you can clearly articulate what your culture means or what it is to your team members, to your company, and to your clients? Believe it or not, there are a lot of people that can’t articulate what their company’s culture is. They think they know it but don’t have it nailed down.

That’s okay—it’s a work in progress. It’s not an easy thing to have nailed down all the time. It takes a lot of different iterations to understand what is your culture as an organization or as a team.  

Defining your culture is critical to building the foundation for success for your company.

At Moncord, what mattered early on to us was family, contribution, generosity, and authenticity. Those were big things that we were all in on. We needed to make sure that we have team members that bought into that and fit that culture. Make sure you identify what those attributes of your culture are so you can share it in words and demonstrate it in action.

2. Hiring for culture. At Moncord, we’ve gone through a few years of hiring now. It hasn’t always been easy to hire the right people, and we’ve learned important lessons every time we’ve hired someone.

It used to be that we hired for the position, but we learned that we need to supersede that with culture. We want to make sure that the people coming on board are a good fit for what matters to us and our company. If we hire the right people who are teachable, moldable, and buy into the vision, they will service our clients that much better.

We’ve hired very talented people with a lot of experience, but there may have been a disconnect in the fit because they weren’t aligned with our culture. That doesn’t mean they won’t be a good fit anywhere else, but they just didn’t work out for Moncord and what we stand for and what we believe in.

We’ve been implementing better practices to make sure we hire people who will be a good fit. They go through a 30-day trial to give us an idea of how they fit in with our team culture. We have established a core group of people to train that person, and we have to reach a consensus at the executive level. That has been super helpful. We highly recommend that you establish a hiring process tied to your culture and figure out how it will identify and validate this person as a good culture fit rather than just a good fit for the position.

3. Maintaining the culture. Without maintenance, it all falls apart. Make sure that you are communicating the culture on a regular basis to your team member. Don’t just say it—make sure you are demonstrating your culture with actions. Live those attributes of the culture among your team as a whole and even extend that out to your clients.  

As a team, ask if you are still living the values and attributes that you’ve established for what you feel to be a successful culture for your organization. If the answer is yes, great. If not, recalibrate what the culture means to you and figure out how to communicate that with action and words.

On our team, we’ve had multiple scenarios where life happens. You want to be there for your team when it really matters. Show up with action behind it, not just words of goodwill. Show your team and your clients that you really care for them.

Hopefully, you found this information helpful. Culture is very important, so if you have any other questions, just give me a call or send me an email. I would be happy to help you!

The New Age of Lending With Jeff Van Nostran

Today I am joined by Jeff Van Nostran to discuss the nuances of the lending industry and how things have changed over the years. We are in a new age where the consumer has the power due to information being readily available and making the decision process simpler. To stay competitive, lenders need to create efficiencies in the way a consumer engages their services while not charging a premium for those services as seen in the past. Jeff will drill down on what this type of approach looks like in today's lending environment. To learn more, watch this short video.

An Interview With Mike Dorman From Eclipse BMS

Today, Mike Dorman from Eclipse Business Management Systems Inc. joins me to talk about how his company can help grow your business.

Mike was in sales for 13 years. For the first 10, he struggled with chasing leads, even as a top producer with a successful business. He didn't have a work/life balance, so Mike decided to make the shift from chasing leads to attracting business.

After implementing a few proven strategies, Mike started teaching other people how to transition from chasing leads to attracting business, which is what Eclipse does.

Here are a few highlights from our conversation:

2:00: Mike explains the areas Eclipse concierges focus on for real estate brokers: gifting, conversion, phone calls to your database, events, and monthly mailers.

4:00: The cost benefits of hiring Eclipse versus hiring an in-house Marketing Coordinator.

6:30: Why your database may not be as organized as you think it is.  

7:00: How Eclipse generated 1,700 referrals for their clients in 2017.

9:00: What’s the first step in getting to know more about Eclipse? Check out their webinars on EclipseBMS.com.

I’d like to thank Mike for joining me today. We leverage Eclipse for part of our marketing strategy, and they have been really great. If you have any questions for Mike, you can reach him at 425.214.6253 or Mike@EclipseBMS.com.

As always, if you have any other questions about growing your real estate business, just give me a call or send me an email. I would be happy to help you!

 

What Can Streamlined Business Solutions Do For You?

Streamlined Business Solutions offers an amazing range of services to brokers and business owners. Our guests, David and Christi Pittiglio, are here to shed some light on what SBS does for its clients.

The goal of the company is to assist clients in running their business, which involves helping them understand the inner workings of their company from a financial standpoint. As a client of SBS, you’ll have a guide to help you understand your financial statements and the overall profitability of your business.

Many clients who contact SBS are business operators who don’t really know where to start. They may be commingling business and personal bank accounts, and they don’t have a solid strategy to organize their affairs and move forward.

One of the services that SBS offers is setting up an LLC (limited liability company) for their clients. This classification means that members of the business cannot personally be held responsible for the debts of the company or any lawsuits incurred. 

Many people are concerned that their business isn’t large enough to warrant the services that SBS provides, but really, they serve anyone who wants to grow their business, work based on industry standards, or learn about the options they have, such as whether or not the company can afford its first hire. 

Located east of Phoenix, Arizona, Streamlined Business Solutions has branches in 44 states and 440 clients, many of whom are in the real estate industry, but also some from dental practices, attorney’s offices, and more.

Lisa Mont-Ros from Moncord Real Estate Professional services can personally attest to the value of SBS’s tax preparation services. 

“Before we hired them, for our tax planning, I had literally a bag of receipts that we would dump on the table on April 10 to try and sort through all of our bills. Now, they’re on me all the time, making sure that I’m getting everything submitted to them so they can take care of it for me. It’s made a world of difference for us; I don’t know what we ever did without them.”

We look forward to partnering with Streamlined Business Solutions in the future.  If you have any questions for Christi or David, you can reach them at ClientCare@StremLInedBookKeeping.com. If you have any questions for us about this or other real estate related topics, feel free to reach out to us. We’d love to help you out any way we can.

Lisa Mont-Ros

"[Working with SBS has] made a world of difference for us; I don’t know what we ever did without them."

Why Moncord Allows Lisa More Freedom and Less Worry

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Lisa Serratos-McGregor

Synergy Properties-Keller Williams Realty Federal Way

Lisa Serratos-McGregor

“Well that’s a good story, I had a partner in the last two years that was using Lisa at Moncord previously and told me all the great things that they do. I did not believe until I’d seen it and started working with them and I’ve been able to give them all of my transactions this year. I have been able to save a lot of money due to not having another employee expense, they’ve done a great job just keeping all of my deals together, great communication, and a great platform. I would say the previous listing coordinator that they had that worked with them, she was just on the ball at all times. I think she over-worked! I always felt like she actually worked for me directly just because she was so on top of communication and just getting things done and very detailed. I would tell people that it’s just a great resource in your real estate business to keep things organized. You’ll have less calls from clients because they’re informed, they know what’s going on. It’s a very nice platform again to be able to go back to, to have all your paperwork in line, and everything is uploaded so if you ever have any issues you can just go back in and grab access to it. Regarding building my business and more time, I would say just because I trust them now, it took time to build that trust to have different coordinator than I originally started with and so it took like a month to get stabilized with that. But at the end of the day I trust her, she’s always doing things with a smile, she’s again very on top of everything and it’s been able to allow me more freedom and less worry.”

- Lisa Serratos-McGregor

How Justin Richards Built His Real Estate Team

Today I’m joined by Justin Richards of Entegra Real Estate to discuss building a real estate team. 

Justin is a long-time client of ours and a top producer in our area. He has been working in the Greater Puget Sound area and the Bellevue and Seattle markets for 14 years and started to build a team a couple of years ago. Entegra Real Estate focuses on buyers and investment strategies, but they can handle all aspects of real estate. 

You can listen to our full conversation in the video above. Here are a few highlights from our conversation about team building: 

2:00 Justin discusses the challenges of starting a team and the advantages of working with Moncord Real Estate Professional Services 

5:00 Justin offers a few tips to help you build a team in 2018. 

7:00 As the broker of a team, you have two customers: your clients and your agents. 

9:00 At what point do you start bringing on agents? How can you make sure that you hire agents that align with your goals? 

11:00 Setting standards for your agents so that your team can grow with you. 

12:00 Justin explains why he is his agents’ competitor. 

I would like to thank Justin for joining me today. We have learned many things over the years of working together, and I appreciate him stopping by to discuss team building. 

If you have any further questions, just give me a call or send me an email. I would be happy to help you!
 

Continuing Our Talk With Attorney Vincent Humphrey

Welcome to the second half of my discussion with attorney Vincent Humphrey. When we last left off, we were exploring all the advantages a broker could gain by reaching out to an attorney and establishing a professional partnership. 

As stated in part one of this interview, a broker not forging a true partnership with an attorney is a missed opportunity in the real estate industry. 

Vincent talks to many different managing brokers at different real estate firms, and from a brokerage standpoint, many times there is an attorney behind the triggering events of why a person or a family needs to buy or sell a house. In this way, it’s a benefit for the attorney to have this working relationship as well. 

If you’re a broker and you’re interested in everything a professional relationship with an attorney can provide, Vincent would be more than happy to speak with you, fill you in on all the details, and see if you would be a good fit. From there, you would build your network and add value to your business. Many times, it’s not about your immediate need—it’s about who you know in your network who you can build a bond with in your own respective businesses. 

An attorney can provide you with information that could be a value add for one of your clients.

Once you build that relationship, more of your immediate needs can get taken care of. For example, if you’re trying to sell a home for a client who’s going through a nasty divorce and you’re not sure how long before you can close and move on to your next deal, a lawyer can step in and offer their advice on how to settle the situation. 

If it is a good symbiotic fit between you and them, they can provide you with more information that could be a value add for one of your clients, which can then allow you to focus more on your more important tasks instead of laboring over any stress points. Vincent and his firm call having this resource an “access to justice.” If you don’t know somebody who can offer you access to justice—not just in a criminal setting—that can be perilous. Establishing that communication and building that relationship will lead to client referrals.  

I’ve known Vincent for a long time, and he adds a tremendous amount of value to many other brokers I know. Whether it’s him or someone else, it would be wise for you to consider strategically aligning yourself with an attorney. 

Once again, if you have any questions for Vincent or you would like to reach out to him, you can call him at (206) 946-8580 or email him at vincent@halegalteam.com.

If you have any questions for me, feel free to give me a call or send me an email. I’d be happy to help you. 


 

What Can Brokers Gain From Connecting With Attorneys?

I’ve brought in Vincent Humphrey of Humphrey & Associates to share some insight into the legalities of real estate and the relational side of real estate from a legal perspective. 

Vincent and his firm specialize primarily in family law here in the Bellevue area, which includes divorce, parenting planning, child support, custody battles, and other things of that nature. They also handle civil litigation, which can involve handling residential and commercial real estate transactions. 

According to Vincent, most people don’t understand what it means to specialize in family law and what that encompasses. “When you do family law,” he says, “You do and see it all—from finances, to real estate, to the relationships with the kids and spouse. Everything is there.”

From his perspective, brokers in our market are missing out on a great opportunity by not working with an attorney. When it comes to lead generation or looking for potential off-market deals, attorneys are amazing assets. Vincent himself has many clients who either need to buy a house or have a house or multiple properties that they need to divest themselves from. 

If you’re a broker who’s frustrated that there’s nothing coming out on the market, talk to a divorce attorney.

If you’re a broker who’s perhaps frustrated that there’s nothing coming out on the market, he recommends that you talk to a divorce attorney. If there’s a house involved in a case they’re handling, many times it needs to be either sold or refinanced. 

Brokers can also provide attorneys with valuable services they don’t do themselves, like a CMA or an appraisal. Heading into an arbitration scenario, home values are an important factor. Lawyers can look at Zillow or Redfin, but having the services of a broker at their disposal allows them to speak from a place of authority in that case. 

Stay tuned for part two of my interview with Vincent, where we’ll delve further into the relationship between the legal world and the real estate industry. If you have any questions for Vincent in the meantime, you can call him at (206) 946-8580 or email him at vincent@halegalteam.com. 

If you have any questions for me or you’re looking to buy or sell a home, don’t hesitate to reach out to me. I’d be happy to help! 
 

How Does the Development Sector of Real Estate Work?

Today I’m joined by David Mulcahy and Tyler Thomas  from the Great Seattle Opportunity Team. There’s a lot of business out there relating to development and rezoning, so I wanted to talk a little bit about how the Great Seattle Opportunity Team is contributing to the market.

According to David and Tyler, they work mainly with development properties in Seattle. They say that it’s very easy to get started in the development space. Their personal experience with starting a business in this area began with a mentorship. Ultimately, David and Tyler say that starting in this business is as simple as having a genuine interest. 

Interest in getting started is just the first step, though. I also asked them how marketing aids them in their endeavors. Tyler said that, from a marketing perspective, what really matters is being able to effectively convey information to a developer.

He says that this becomes easier once you’re able to run the numbers and get a good understanding of how a space might be most effectively used. Having all the necessary information to make your case is the key to getting the deal done quickly.

But, what about the actual sourcing of these properties? Do David and Tyler work with residential or commercial brokers?

Having all the necessary information to make a strong case is the key to getting the deal done quickly.

Actually, this sort of collaboration does happen. David explained that he and Tyler both recently partnered with someone who is both an architect and a real estate broker. Now, they’ve been sending him information, projects, and have even begun a joint venture with him and another seller.

David, Tyler, and their team are happy to assist anyone who needs help structuring a deal. Their assessments can really help determine the financial viability of a project.

It all goes back to a willingness to learn, ask questions, and take a genuine interest in improving the business. As a part of that, they told me that working with Moncord has been extremely valuable to their team. Because they only operate in the development sector of real estate, collaborating with Moncord helps them run their business more smoothly and at a higher level. 

If you have any other questions or would like more information, feel free to give me a call or send me an email. I look forward to hearing from you soon.

A Conversation With Lloyd Ball of Anomaly Commercial

Lloyd Ball of Anomaly Commercial joins me today to discuss the latest trends in commercial real estate and illustrate how we add value to our clients’ business.

Anomaly Commercial is a commercial real estate brokerage services group that helps investors acquire and sell assets for their portfolios. They also work with tenants, national franchises, and small businesses to help them locate expansion spaces for things like restaurants and retail stores. 

According to Lloyd, an interesting shift is happening on the commercial side of the market. More investors are chasing higher-yield properties in smaller, more affordable markets. They’re shifting their attention away from core areas like downtown Seattle, Bellevue, and Kirkland and instead focusing on markets like Tacoma, which is actually one of the leading cities in the country in terms of rent growth.  

When asked about making the transition from a residential broker to a commercial broker, Lloyd explains that the knowledge gap is what stops people from taking that extra step and jumping into commercial real estate. The commercial field is specialized, and you have to understand what property types are involved, their specific terminology, and how to evaluate those different types of properties. 

“You’re shifting from business to consumer to business to business,” he says. “It’s more heavy on quantitative analysis and less emotional.”

For residential brokers to bridge that gap, Lloyd suggests they transition from working with single properties to working with multi-family units because they’re more like an investment property anyway. He adds that dealing with businesses on the commercial side of real estate isn’t without its share of emotion either, though. Business owners and CEOs have employees to think about, and they care about their well-being and their opinions.

We work with Lloyd on the transaction coordination side of things, and the systems we have in place as a team add great value to his business.

Alex and the whole Moncord team go above and beyond to help us see what the health of our business is.

For example, when he delivers an offer and it’s mutually accepted or he sends an offer over to a broker, he CCs Lisa and it shows a certain presence that indicates we’re not just some individual broker—we have a team behind us and this is going to be a professional transaction. This effect helps boost the image of the offer as it comes over.  

For Lloyd, there are many more internal benefits for himself also. He doesn’t feel the pressure of keeping track of everything. With our systems, he can look at all the timelines and deadlines and receive email updates when things need to be done. He feels comfortable with any issues because it’s easy to react to them instead of figuring out what has to be done. It’s easy for any broker who deals with a lot of volume to lose their way in regard to what’s important at any given time and where they’ll put their focus on any given day. Without having systems in place, that can be overwhelming. 

“The uncertainty of where things are can paralyze you,” he says. When working with us, whenever a task comes up, it’s easy to get it out of the way, and that creates a mind space that allows you to think about other things in regard to the business. 

“One thing I can testify to is Alex and the whole Moncord team go above and beyond to help us see what the health of our business is.”

I want to thank Lloyd for taking the time to sit down with me today. He is a great asset to our team and I value my friendship with him. If you have any questions for him about commercial real estate, you can email him at Lloyd@AnomalyCO.com. 

If you have any questions for me about our market or you’re thinking about buying or selling a home, feel free to reach out to me. I’d be happy to help you. 


 

Why Molly Says Moncord Is the Best at What They Do

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Molly Haines

Keller Williams Realty

Listen To The Audio Testimony Below:

"I was referred to them by a colleague of mine who had already started working with them. And they have been helping for a few months now, maybe six, basically do everything after I get the house pending. They just take it from there to closing. I was just in Mexico on vacation and Lisa was extremely helpful. I think she did quite a few things that would not be considered her job so I appreciated that a lot. Very helpful, always available, and they always say yes. I have referred them to a few people and I just tell them that you need to work with a transaction coordinator and if you're going to do that then you need to work with them because they are the best. Taking everything from pending and taking it all the way through saves tons of time for me. I don't have to go in and do small documents back and forth, or contact the escrow company, or contact the other sides lender. It saves me a ton of time in making those phone calls or making those documents, so it is a great value for me." 

- Molly Haines

What Are the 3 Game-Changing Benefits of Working With Moncord?

If you sign up with Moncord, there are three things you get that can benefit you greatly in your business. 

The first is our designated resources. Anybody who comes on board with us automatically gets a designated listing coordinator and a designated transaction coordinator. This means you get two new team members with zero training time or down time. It takes about two to three transactions for us to get into a groove with you, but our coordinators are already trained in the industry and know exactly what they’re doing. 

This is a huge value when you think about the normal cost of bringing on staff. These two resources would cost another business a whole lot more than what we charge our business partners. Consider the money you’d save as far as training and staffing goes—we take that burden off your plate. 

When you sign on with us, we help absorb the burdens that come with managing transactions.

Second, you get a dashboard ready to go for your business and an overview of what you’re doing from a transaction perspective. We have an online system we utilize that allows you to see this at the tip of your fingers with your mobile device. It’s basically a dashboard of your income and what you have coming in. It tracks everything you close with us in addition to what you have in status that’s active. 

At any given moment, you can look at the dashboard and know where you’re at with any given transaction, have all your contacts readily available, and have a thorough grasp of what’s happening in your business. You don’t need to have a whiteboard that you’re constantly updating—we do that for you. 

Lastly, there’s the amount of experience you get. We’ve closed thousands of transactions, so we know how to help you become better at what you’re doing. Having a team behind you with that kind of experience is invaluable. We’re here to help you get through your transaction smoothly, and as a second set of eyes, we can catch things in transactions most other brokers wouldn’t. 

If you’re not currently doing business with us, we’d love to talk more with you about how we can support you, your growth, and what you’re doing in your business. Feel free to give us a call or send us an email anytime. We look forward to hearing from you. 
 

How Do We Help You Grow Your Business?

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Recently, we sat down to talk about how you can have a better experience working with Moncord. 

There are three things we’re going to cover today on this subject.

First is how we build a better experience for teams that have assistants. Many times when we work with agents who have built out a team, assistants are already in place. In the past, this assistant was perhaps filling a role where they were doing transaction and listing coordination. 

When we move in and take over this role, the assistant’s part must be repurposed to another area such as database management, client communication, client care, or marketing. 

The most important thing is ultimately that a team’s assistant is working as a catch-all for your business. You will need someone who is focused on growing your business. Re-assigning roles like transaction and listing coordination to us is actually going to allow a team’s assistant to fulfill other duties and, therefore, help the business grow. 

While you or your assistant may remain as the primary point of contact with a client, we are still going to be working behind the scenes and dealing with logistical details. As we handle some of these tasks, you or your assistant will then be free to make a warmer connection with the client, which will lead to referrals. 

Ultimately, we’re here to help you build on top of what you already do.

The second way we build a better experience is by having strong communication. Building clear and effective lines of communication begins with the broker letting us know how we can best reach them. Some brokers prefer phone calls while others may prefer email. Whether it is one of these two methods or something else, we work hard to customize the way we communicate to what you prefer.

We’re here to help you build on top of what you already do.

Throughout the process of working with us, though, make sure to keep us in the loop. We do send out weekly updates to all parties in the transaction, but this communication will need to be reciprocal for us to have the greatest success. If the closing date gets moved, the appraisal has come in, or anything else has changed, it is important that you let us know. 

Having a weekly phone call to touch point is a great way to help us all stay in-the-know about what is going on in the transaction. This way we will be able to keep you updated, and you will be able to do the same for us.

The third point on how we build the best experience is that we remember it’s your business. This may sound obvious, but our ultimate goal is to never overshadow the mission, goals, and growth of your business. You have reached the point you’re at today by following your own path. So, while we want to help you build on top of what you’ve achieved, it’s also important that you still feel able to do things in a way that is comfortable and natural for you. 

When it comes to negotiating, your buyers and sellers have chosen you because of the way you were able to communicate with them. We’re more than happy to help with detail work, but we also want you to know that we don’t want to take the essence of your business away from you. 

Finally, it’s important for you to know that we at Moncord love to have fun. We work extremely hard to build success and we know you do the same. When you work with us, you can trust that you are working with true professionals who know how to deliver a positive experience and have a good time. 

To illustrate this characteristic, we actually had a little bit of fun while making the video above. Throughout the video, you may notice that there were seven changes that took place. If you think you were able to catch all seven changes, you can email Alex at alex@moncord.com for the chance to win a free Starbucks gift card. The first person to contact Alex with a complete and correct list of all the changes will be the winner of this challenge.

If you have any other questions or would like more information, feel free to give us a call or send us an email. I look forward to hearing from you soon. 
 

 

What Are the 5 Components of Developing a Strategy for Your Business?

How can you develop an overarching strategy for your business? 

The full answer to this question lies in a great book titled “Playing to Win: How Strategy Really Works.” It was written by A.G. Lafley, Roger Martin, and other contributors, and discusses the topic of developing an overarching framework, or “strategy cascade.” It was based on their own case studies of how they solved problems within their own industry. 

There are many ways to develop a strategy framework, but within the strategy cascade detailed in this book, there are five components you need to know about.

The first is defining your winning aspiration. What does your real estate business exist to do beyond just making money? What does winning mean to you and your team? Your winning aspiration must transcend money and carry your organization beyond that 10-, 15-, or 20-year mark into the future. 

The second component is defining where you’re going to play in the marketplace. This is also important because it will define where you’re going to decide not to play. Within the real estate market, we sometimes see agents working in multiple areas and not clearly defined on where they’re going to approach and attack the market. Within this specific part of the cascade, you’re defining which specific type of buyer/seller you’ll work with and which region you’ll work in. 

What is your overarching, winning aspiration?

The third component is defining how you’re going to win. This will define your value proposition and your competitive advantage within the marketplace. There are thousands of brokers you’re competing with on a daily basis for the same business. If you can’t clearly define what your competitive advantages are in the marketplace, other brokers will win more business. It’s critical to understand how you’re going to win the marketplace, what your competitive advantage is, and knowing how to execute these principles in your day-to-day business. 

The fourth component is what capabilities are needed. This includes what activities will enable your organization to win within the marketplace. What activities will create accountability? What activities will help business and sales development? 

The fifth and final component is what management systems you’ll need to execute your strategy. Think of this as your processes, procedures, and systems you have on the back end. For example, what type of CRM are you using? What type of lead follow-up processes and procedures do you have in place? These are small components of a real estate business, but a lot of them are needed to have a highly robust management system to execute your overarching strategy. Without having this last component built out, the previous four won’t work. 

There are more components to developing an overarching strategy—all of which we cover in our strategic consulting service—so if you’d like to know more about it, don’t hesitate to reach out to us. If there are any other topics you’d like us to cover, feel free to send us an email. We’d be happy to help.