Sales Advice & Strategy

How’s the Market?!

What is the top question asked of real estate agents by the public?

“How’s the market?!”

What is a frequent answer?

“It’s good… okay… so-so…”

The answer usually varies based on how the agent’s business is doing currently, or their mood at the moment. But, it’s frequently a triggering question which causes the agent to externalize their own success or failure, while not actually capitalizing on an incredible opportunity.

There’s a more effective way to respond to that question. One that makes the agent appear knowledgeable and excited to answer the question, while also rewarding the person who asked.

What if the answer went like this:

Great question! Market conditions are very localized. Meaning, they vary based on location and price range. Overall though, home values are up 10% in Phoenix and 8% in Scottsdale over the past year. Where in particular are you curious about?

That’s how an agent can turn a simple question into a relationship building opportunity. The “Where in particular are you curious about?” question has lead into many opportunities to assist a potential homebuyer with a purchase, or a homeowner with a sale.

Where would an agent find this information so that they can intelligently and quickly respond with these statistics? From a Weekly Market Update report, of course.

What can you do with a Weekly Market Update report for any city or zip in Maricopa county?

  1. Email it to clients or prospects…
  2. Add it to your print newsletter…
  3. Post it on your blog or social media profiles…
  4. But most importantly, educate yourself on market conditions in your areas of specialization so that when you’re asked, “How’s the market?!”, you are excited to answer and begin building a relationship.

Note: If you’re interested in receiving these weekly reports automatically via email, contact me. They are available by city or zip code, SFR or Condo/Townhome.

Posted by Aaron  |  0 Comment  |  in Blog, Sales Advice & Strategy

Social Media Success: Content Menu + Posting Schedule = Consistent Value & Return

“Aaron, where can I get content to post on my social media sites?”

An agent client of mine asked me today, so I responded with —

“Content is everywhere! First, you need to put together your CONTENT MENU, then SCHEDULE it.”

In more detail, your content menu contains the daily specials of your business. Your schedule is when those specials are served. If you stay consistent with the delivery of your specials, your potential customer base will grow and tell others. Humans enjoy consistency, it says to them that you will be consistent with your word when you work with them. Make that consistency a part of your social media strategy.


Well, who are your customers? Let’s start with Buyers and Sellers.

What are potential Buyers looking for online?
  • Homes for sale
  • Types/features of homes
  • Home staging and benefits
  • Should I remodel or upgrade home prior to selling (what is ROI)
  • Areas/Communities (HOA dues, restrictions, etc)
  • Amenities – where are grocery stores, restaurants, entertainment, schools
  • School districts – what is district rated, what about local schools
  • Financing options – what are current interest rates, any new loan options
What are Sellers looking for online?
  • What’s my home worth
  • How long will it take for my home to sell
  • How much have values gone up in my area
  • Who is an experienced agent that specializes in my area or type of home

This information collectively makes up your Content Menu. You’ll utilize many different resources, including your own collective knowledge and experience, to turn these topics into postings on your social media platforms.


You have to ask yourself, when am I posting and what am I going to post? Schedule out each post so that you are consistently posting something targeted to buyers and sellers, on a DAILY basis.

I’ll get into a sample posting schedule in a future post, but it should be time blocked, consistent, and part of your daily routine.

Also, in a future post we’ll discuss what content to add to which social media platforms. After all, it’s not just Facebook and Twitter anymore. There’s Google Plus, Instagram, Pinterest, LinkedIn, and many more…

Best of luck team, go get em!


Posted by Aaron  |  0 Comment  |  in Blog, Sales Advice & Strategy

Fail Your Way To Success

Perseverance (learning from failure) will generate better results, quicker, than passion.

Scott Adams, former commercial lender and the creator of the award-winning cartoon Dilbert, in an interview with the NY Times, talks about how passion is easily achievable after reaching some success, but initially, hard-work and perseverance will generate the best results.

See the interview below —

Read entire article by clicking here

Posted by Aaron  |  0 Comment  |  in Blog, Sales Advice & Strategy

Top 8 Agent Concerns with Solutions

Top 8 Agent Concerns with Solutions

Written by Aaron Lacey

1) Inacurate Information Online

Concern: Homeowners are going to Zillow or Trulia to determine home values and other market information.
Solution: Inform homeowners of flaws with these valuation websites — inacurate data, out of date information, flawed valuation logic.

2) National Media

Concern: National news focusing on national real estate market, which sets unrealistic expectations to homeowners in their local market.
Solution: Real estate is localized; therefore, national real estate news is not a good determiner of local market conditions or performance.

3) Market conditions

Concern: Low inventory/unpredictability of the market.
Solution: You can’t change what you can’t control. Instead of worrying about what is happening, use market statistics to forecast direction and prepare your business for upcoming changes.

4) Sellers

Concern: Home Sellers have an unrealistic view of their home’s value and want to list at a price much higher than market value.
Solution: Inform Seller of the newly changed market by using market statistics.

Concern: Homeowners are still underwater and therefore not able to sell.
Solution: Inform of the benefits to performing a short sale. Then, utilize a Short Sale service like NATSSTAR to take the time, frustration, and head-ache out of the Short Sale process.

5) Buyers

Concern: Multiple offers on homes and/or too many investors buying quickly with cash.
Solution: Know what properties are new on the market immediately via an automatic MLS notification. Utilize an electronic signature service like Docusign to get Buyer signatures on paperwork quickly.

Concern: Difficult lending (underwriting) requirements.
Solution: Many potential home Buyers don’t realize that they may be able to qualify for a mortgage. Talk with your Mortgage partner to determine updated requirements.

Concern: Appraisals coming in low.
Solution: Educate the appraiser with sales comparables and other market information that justifies a different appraisal value. Do this easily with a home valuation tool like Priority Accesscontact me for free registration.

Concern: Buyers wanting to submit a “low-ball” or well below market value offer on a home.
Solution: Inform Buyer of the newly changed market by using market statistics.

6) Other Agents

Concern: Other real estate agents are unprofessional.
Solution: Be different! You have an advantage by acting in a professional manner.

Concern: Lack of teamwork/support.
Solution: Start a new culture at your office or in your market. Align yourself with  partners in Title & Escrow and Mortgage to build a team that you can trust.

Concern: Discount commissions.
Solution: Establish your worth through the use of an effective presentation and supporting materials. If your brokerage does not provide these presentation materials, reach out to your Title Company partner for assistance.

7) Technology

Concern: How to manage social media/website (Facebook, Google+, LinkedIn, Pinterest, YouTube, Twitter, blogging, and more).
Solution: Your first step she be to determine what your online strategy is — in other words, what do you want to accomplish with an online presence? This will be the ultimate litmus test on what you should be doing online and how you should be doing it.

Concern: What to write about, frequency, etc.
Solution: This will be based on your online strategy — you can target Buyers, Sellers, or simply establish yourself as an area expert in your market. Set a weekly schedule and stick to it. A few simple sentences is all you need. Adding relevant imagery is good for attracting attention. Linking your social media posts back to your website increases your opportunity to convert a visitor to a lead.

Concern: How does this ultimately impact my business?
Solution: I’m glad you asked — this is the most important piece in the online strategy pie. Results of your online efforts should be closely monitored and evaluated in order to determine effectiveness. Utilize services such as Facebook Insights and Google Analytics, to name a few, to determine success.

8) Time Management, Organization & Staying Motivated

Concern: Not enough time to accomplish tasks — need more hours in the day.
Solution: Time blocking, utilize a CRM, assign tasks to members of your team — these could be: (virtual or physical) Assistant, Transaction Coordinator, Buyer’s agent, Seller’s agent, Secretary/Office Manager — or your business team: Title Company Business Developer or Mortgage Loan Officer.

Concern: Lack of motivation.
Solution: Determine what drives you/what you care about — create a vision board to view your goals in one place; place family photos around your workspace; put motivational quotes on post-its and place in visible places.


Do you have questions on any of these concerns? If so, call Aaron Lacey for clarification — 602-284-4108 or via email at


Posted by Aaron  |  1 Comment  |  in Blog, Sales Advice & Strategy

Advising with Emotional Tension

Agents, Brokers, and Lenders –

We are in the advising business. Our goal is to be the “Trusted Advisor” to our clients; the asset on their team who is looking out for their best interests. With that said, are you employing the skill of identifying the true desire of your client and then advising based on that knowledge? If you’re not, then you’re missing out on a great opportunity to better assist your clients by helping them figure our their true motivation.

The idea came up from an article I read entitled “Selling with emotional tension”. In the article, Roberto Manaco talks about “Future and Past tensions”. By asking powerful questions that uncover the true motivation for your client’s decision-making, you can utilize the future and past tension strategy to create a true win-win.

Here’s the article –

If you’d like to explore a win-win strategy with your business, reach out to me via email or phone (602-284-4108) today. I’d love to grab coffee with you and discuss how you can increase your income by utilizing not only this strategy, but others.



Posted by Aaron  |  0 Comment  |  in Blog, Sales Advice & Strategy
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