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Broker Focus: Lona Murphy

Lona Murphy, owner of Help-U-Sell Select Real Estate in Eugene, Oregon

Lona Murphy, broker/owner of Help-U-Sell Select Real Estate in Eugene, Ore., has owned her franchise since April 2011. In that short amount of time, she took the office, previously known as Help-U-Sell By Owner, and made it into an even more successful business.

Murphy attributes the growth to a strategic approach that started with the name change. She wanted to ensure that potential clients knew that her office offered full representation, not just assistance to FSBOs. She improved the company image by moving the office from a retail location to a corner office downtown. New marketing materials, taking advantage of inexpensive online marketing tools, and focusing on being proactive and following up furthered the efforts to be seen as a great option for home sellers in Eugene.

The office also incorporated Murphy’s existing rental program into the revenue stream. Their 20 rental units have provided a consistent source of income and of buyers and sellers. She says their property management clients have made many referrals to her office.

One of the biggest challenges Select Real Estate has encountered has been from competitors claiming Help-U-Sell is a discount brokerage and that other agents won’t show its listings. Murphy and fellow broker Tiffany Guerin assertively overcome objections using facts and statistics. “We don’t use negative references to other Realtors,” she says. “[But] we don’t back down.” She has rarely lost a listing to a traditional brokerage.

Murphy has begun to turn down certain listings, however. “I don’t take overpriced listings anymore,” she says. Her slogan is “I don’t list properties to list them; I list properties to sell them.”

For new Help-U-Sell brokers, she advises not to take it personally when traditional agents and brokers say you’re inferior. “Persevere and be committed to what you do, and that’s to help people and save them money,” Murphy says.

The Help-U-Sell Cookbook’s Almost Here

The Help-U-Sell cookbook is about to make its debut. Thanks again to all of you who submitted recipes!

Here’s a sneak peek at one of the two-page spreads. We think it turned out beautifully!

Help-U-Sell Real Estate Cookbook — Get an early look at our new cookbook. The full-color book will be available for brokers to order soon.

The book has 76 pages organized into categories from beverages and appetizers and sides to soups and entrees. Of course, just like any good meal, it ends with baked goods and desserts. Brokers can personalize the cookbook on the back cover with a simple mailing-type label. Each office will receive a sample copy. We are working out the details with the printer, but offices will be able to order additional copies at a reasonable price per book. As soon as we have more information, we will provide an update.

The cookbooks will make great marketing tools. Give them to your buyers and sellers when they close on their homes. Keep in touch with former clients by delivering the books as holiday gifts. Thank clients for their testimonials or referrals. Donate a book to a local charity auction or raffle.

Tell us what you think of the design and share with us how you plan to use the cookbooks this fall.

Top Producers for July 2012

If last month’s top producers competition were an Olympic event, our offices would be closing sales at world-record pace!

1) Grabbing gold, Help-U-Sell Galleria Realty closed 16 sides last month. The Tucson-based brokerage closed four buyer-only sides, six seller-only sides and three double-sided transactions.

1) Also atop the podium, Help-U-Sell Honolulu Properties had 11 seller sides and five buyer sides.

2) Taking the silver, Help-U-Sell Prestige Properties, in Chino Hills, Calif., closed 14 sides, 12 of them seller-only.

3) The bronze medal goes to Help-U-Sell Detwiler Realty. The Carlisle, Penn., office had four seller-only sides, three buyer-only sides and three double-sided transactions for a total of 13 closed sides.

3) Tied for third, Help-U-Sell Hometown Realty, also out of Pennsylvania, closed four buyer-only sides, five seller-only sides and two double-sided transactions.

Congratulations to all! Keep going for the gold!

[Figures as of Aug. 6, 2012.]

New Franchise Financing Opportunity

We’re looking to expand the Help-U-Sell family, so we’re offering a new finance option that will defray the majority of our franchise fee.

Here are a few good reasons to consider joining us now:

For a limited time, the franchise fee is just $2,500 upfront.*
You pay the remaining $15,000 as you close sales. It’s just an additional 5% of each transaction.
You still get the same great technology tools, including a broker website, and weekly training as all of our franchisees. The only thing we’ve reduced is your initial out-of-pocket expenses.
Our set-fee business model is thriving in the current low-equity market.

If you’re already a Help-U-Sell franchisee, please spread the word about our great new finance program. To request more information or a free consultation, please go to http://helpusellfranchise.com/consult.html. We would love to speak with you and answer any questions you have.

*All applications are subject to approval and a credit review.

OMS Upgrades – Listing Module Redesign and MLS Fields

The new listing module design is scheduled for completion by the end of the month. We gave a sneak preview to this week’s Tech Time Tuesday attendees. For those of you who couldn’t make it, here are a few screen shots and an overview of the functionality.

The streamlined listing module has five collapsible menus, down from the eight tabs currently in use. The Listings Details menu affords easy access to other functionality in addition to updating the description. A click on the address leads to the listing’s property page on the broker site. Click on the main photo and get a QR code that will direct people who scan it to the property page.

There are three options for printing the listing description: a three-photo brochure, a listings details sheet with a map and a listings details information sheet solely for agents.

Listing Module Design — The new streamlined listing module design features five collapsible menus, a reduction from the current eight tabs.

The other four menus can be opened by clicking on the plus sign to their right. The Listing History menu shows a graph of listing views and a list of status changes with the dates the status changed. In the Listing Attachments menu, the broker or agent can upload pictures or documents related to the listing and indicate whether the attachment is available for public display. The Open House Schedule menu contains a calendar where open house events can be entered and viewed. The Listing Notes menu enables the broker or agent to read and add internal information about the property.

Another enhancement we’ve created is the ability to add MLS fields to property listing descriptions. As each MLS is incorporated into the new system, brokers and agents will be able to select the fields that show up in the property listing descriptions. The names of the fields can also be edited. In the example below, “Style” has been changed to “Architecture” and “Spa” will show up as “Hottub.” These fields will be added as filters on the broker websites’ property search results page, as well.

Additional MLS Fields — With the new functionality, you will be able to control the MLS fields that show up in your listing descriptions.

Let us know what you think of the new listing module and MLS upgrades. If you have any questions, we want to hear them, too.