Broker Profile – Page 7 – Help-U-Sell® Connect

Disruption as a Path to Success for David Bartels

Broker/Owner David Bartels of Help-U-Sell Full Service Realty

43 years ago, Help-U-Sell Real Estate began as an industry disruptor by offering home sellers a way to save thousands of dollars with a set-free commission structure. David Bartels, the Broker/Owner of Help-U-Sell Full Service Realty, has such an impressive history with being a disruptor himself, you could say he disrupts as a way of life, and it has served him well.

Initially, David worked in the automotive industry, and was recruited to California where he conducted training that taught car salespeople how to provide a better experience for car buyers. This completely overhauled how cars were sold, and created a new industry standard. David’s career in disruption was born. In 2004, David had an ”ah-ha!” moment when he was trying to refinance a mortgage. He thought, “This is worse than buying a car.” So he created his own software solution, started conducting training and proving that his model was closing more leads into loans. He caught the attention of the largest provider of mortgage documents in the industry and sold the company.

When the market crashed, David transitioned into helping people facing foreclosures in 2009. David Bartel’s loan modification assistance company was charging no upfront fees, and no charges levied unless the loan was approved. Over 18 months, the company lost a million dollars. Rather than turn people away, he sent a letter to clients stating they were still committed to helping folks avoid foreclosure. “Morally, I didn’t want to quit,” David shared. That moment led to David ushering in his first short sale transaction, and the founding of Home Loan Advocates. He was conducting so many seminars on short sales transactions, he caught the attention of the folks at Help-U-Sell Real Estate and David was invited to present at the annual sales meeting being held that year in Irvine, California.

That talk in 2012 led to David’s company becoming a resource for Help-U-Sell Real Estate, working with several of the offices with clients that needed short sale transaction help. “At this point, I didn’t have my real estate license yet, let alone a franchise. But when the market shifted away from foreclosures to people who had marginal equity in their homes, it became clear to me that more people would have a need for this type service. So I got my real estate license and broker’s license and became a franchisee,” David said. “Help-U-Sell’s history of market disruption and business model was a great fit for me.”

The relationship between David Bartels and Help-U-Sell Real Estate was a mutually beneficial one for certain. During his first year in 2013, he closed 10 transactions. In 2014, that number jumped to 39, then 53. In 2017 David’s office and his team of 11 people closed 70 transactions. “We place a lot of emphasis on marketing with a message centered on disruption. Our favorite new slogans are: ‘Progressive. Different. Better. ’ and ‘Where we pay for your move when you buy with us!’ People are responding to it, but the secret to our success is, we run the same processes every single day. The repetition of our marketing in its various forms works incrementally.”

In addition to providing great service and savings to home sellers, David worked hard to create a strong differentiation in the marketplace by developing a panoply of value-added services available to both buyers and sellers. David went on to explain, “We provide 4 hours of free handy man services to both buyers and sellers, we offer free use of our moving truck, and free use of our legal services before, during and after the home buying/selling process. Additionally, if you bought a house through us, we offer you a satisfaction guarantee that’s hard to beat. If you decide you don’t like the house you bought within 12 months, we will sell that house for free and help you buy another house. We are committed to offering a better than full service experience.”

In spite of being quite busy, David still makes time to participate in the Help-U-Sell coaching groups. “I find the coaching groups enormously helpful. The chance to bounce around ideas and reason things out with other franchisees creates a team of supporters that feels more like family than competitors. When I started, I had no idea how to list or market a house. The coaching groups gave me the space to ask any question early on, and some of the things we develop in those groups ends up having a positive impact company wide.”

Yet there are still new things on the horizon for David Bartels and his team. “Our new website just got put up, a new FSBO program was just introduced by the corporate Help-U-Sell Real Estate office, and I am looking forward to seeing how our sales are going to be positively impacted by both. We’re growing sales and revenue every year. I’m very clear on what we’re doing and why it is working. My goal is dominate this market.”

Spoken like a true disruptor.

Soaring with the Eagles – Richard Cricchio Clinches Q1 2018

Richard Cricchio, Owner & Broker of Help-U-Sell Honolulu Properties.

A few months ago, we published a Broker Spotlight on Richard Cricchio, who had a great 2017 with his office, Help-U-Sell Honolulu Properties. Little did we know that he would also be topping out the first quarter of 2018!

At Help-U-Sell, we use a specific word to describe the Broker/Owners who are achieving top numbers at the end of every month, quarter, and year: Eagles.

Richard Cricchio has been soaring in our midst for quite some time now, and recently bringing in sales numbers for 2017 that were 51% higher than the previous year. His office is also the strongest performing brokerage for the first quarter of 2018; needless to say we’re impressed. While the coaches at Help-U-Sell encourage goal setting, growth plans, change-ups and evaluations in marketing strategies and continually evolving business plans, even we have to admit such a substantial increase has our full attention. We chatted with Richard recently to find out more about what was he was doing that was translating into success.

Can you tell us about your impressive recent growth?

“I spent some time working for other real estate companies before making the leap to Help-U-Sell in 2000. I was initially operating on a shoe string budget and credit cards until all the pieces fell into place. Once the marketing efforts were in full force and my presence was made known on the island, business started picking up. Honolulu is a niche market, so that helps.

Last year was tough because I was out for a bit, but my team made it happen and put in a ton of work – far more than I could do on my own. I give them credit, they were out there hustling for the business. I wouldn’t be where I am if it was just me and one agent. Having a mix of different personalities enables us to always have someone who will work well with any client who comes through our door. By no means could I do it alone, but whatever the situation or obstacle, I am always determined to make it work.”

How has Help-U-Sell Real Estate been beneficial to your profit and revenue growth?

“First and foremost is the national brand recognition of Help-U-Sell Real Estate. I’ve been here for 18 years. There are many, many people who move here from other states – military folks, retirees, people who have fallen in love with the area from a vacation or a convention – they are bringing some of that brand awareness with them. So in combination with my consistent output in marketing in the various forms: the Arounds postcards program, radio/TV and billboard advertising, local magazines, ad walls, the Ala Moana shopping center – I end up employing a little bit of everything. Constant exposure in small doses ensures people remember me when they need me.”

Do you have a Competitive advantage and how so?

“Certainly. The number of years I have been here helps. The market here can be fickle to change and it is important to people that you’re not a fly-by-night outfit or one of these Help-U-Sell “copy catters”. Because we’re a part of a national franchise with some significant longevity as a company, people ultimately feel more comfortable with us and trust us because they know we’re going to be here for them through the entire process. Success doesn’t happen overnight. For example, when you hear of a new band making it big, they’re often asked about attaining instant success, which is ridiculous. Usually they’ve been toiling for years getting their name out there until they catch a break. Building your business is similar. Nothing is instant, but if you’ve been working hard the whole time, you’re ready when you break out big.”

Do you find the Marketing and Technology System time-saving and effective?

“The purpose of technology is supposed to make certain functions easier, but the additional exposure eventually makes more work; So you’re going to be busy one way or another, and I’d rather have more time to be out there selling. The marketing technology is working quite well, so I’ve gotten busier and I’m out there selling more and closing more transactions. As a result, I brought in someone else to help with that, but it does make things more streamlined for us as office.

How does the Help-U-Sell Real Estate system help you overcome a tight inventory environment?

“Name recognition and that constant presence in a multitude of marketing efforts goes a long way. It creates more incoming phone calls from people looking to save money, and we more easily get our foot in the door. You have to be in front of them when they’re ready.”

Coaching Boosts Success for Help-U-Sell Columbia Basin Team

In May of 2016, Marianne Kirwan and her husband, Brent, decided to branch out. They had been jointly running a property management business, and as a natural by-product of their business, they were selling about eight to ten properties a year; Sometimes for businesses associated with their business, and sometimes just for close friends and family members.

“In 2015, we were not focused on selling real estate, and our commissions on real estate sales were reflecting that,” Marianne shared. But when Marianne and Brent decided to buy a Help-U-Sell Real Estate franchise, they knew their focus would change heavily to sales. By the end of the first year they increased sales commission by 185 percent. Again in 2017 they continued to grow their business another 88 percent and have set a goal for 2018 to grow another 73 percent. How will they do that? Through a potent mix of marketing, visibility, and coaching.

Many Help-U-Sell franchisees find increased success through one of the several coaching groups available weekly. Marianne told us that she participates in one group that consists of about eight people from around the country. “You get different ideas from people around the country – some in big cities and some in rural America, and while some of those ideas don’t play out in a smaller community like ours, there are still a ton of ideas and concepts that turn out to be universal. We take chances by trying new things that make us stand out. That new thing ends up bringing in a lead. It is an invaluable resource.”

Standing out has been a part of the Help-U-Sell Real Estate legacy from the beginning. “The other agencies in our area, they don’t have an Arounds postcard program. They have agents who are always fighting for leads and we don’t have that,” Brent Kirwan said. “I was involved with another agency for a while, and they were not bringing anything new to the table for owners. There was no marketing, some online training, but nothing that helped you drill down into your local market to help you build your business. They always had their hand out for additional money for these classes, in addition to a desk fee, and the percentage of your commissions they were already receiving. It just didn’t add up to keep doing it.”

Marianne explained, “As soon as we got involved with Help-U-Sell, we jumped right into coaching. They helped us develop goals by asking questions like “What do you want to do? Where do you see yourself in a few years?” They also helped us focus on the marketing side of selling houses. They have a lot in place that helps create awareness and word of mouth advertising: EDDMs, print ads on the homes page of the newspaper, drip emails, Arounds postcards; those things are a pillar of the Help-U-Sell model and have contributed directly to our increased success.”

Starting a new business venture is going to be overwhelming at times for anyone, so being able to stay organized is a good way to keep yourself on track when you’ve feel like there is a lot to do and keep your eye on. “When you are your own boss,” Marianne said about being in business with her husband, “there is no one to be accountable to except one another. Also through coaching, we got into the habit of updating a lead log, rather than trying to keep track via sticky notes. We don’t lose track of people. We know where leads come from, what advertising is working or not, and where we need to focus more of our energy or not.”

Keeping visible helps keep the Kirwans at top-of-mind in their community. Brent spends time out on the street planting signs and moving signs to new locations as they gain new clients. He ensures they have 75 to 85 signs out at any given time. They always have a booth whenever there is a fair or an expo. Brent neatly summarized the impact of Help-U-Sell where they live: “We share the message that there is another option that includes full service and better representation at a direct savings to the home seller. We get a lot of repeat clients and investors who have used us to sell multiple properties. We are out performing our competition, because people trust what we have to offer.”

Reach Marianne and Brent at http://columbiabasin.helpusell.com or 509-855-9839.

Five Tips To Set Up a Successful E-mail Drip Campaign

Identify your goals

Make sure you know what you want to accomplish with your content. The body of your email needs to get the recipients attention or they may consider it spam.

Use short sentences and avoid “spammy” subject headlines

Using shorter lines allows you to get your message across quickly. Don’t make the emails too long or people may not read them. Avoid using spammy titles and “hot button words.” Try and come up with a subject line using a direct personal question instead, such as: “Would you like to save the most equity when selling?” OR “Do you know how to get top dollar for your home?”

Also, see post below by Neil Patel when creating title lines:

Avoid red– red is a loud color and is often used by spammers. It could potentially set off spam filters.
Misleading subject lines– from blank subject lines, to subject line that don’t match your copy, be careful using them because they are a large part of the spam algorithm email providers employ.
Capital letters– avoid using all capital letters within the body of your email and in the subject line.
Avoid excessive symbol use– avoid using too many question marks, dollar signs and exclamation marks, especially in a row.
Don’t link too much– from your call to action, to links within the email, ideally you shouldn’t have more than two or three links.
Unsubscribe links– each of your emails should contain an unsubscribe link. The more difficult you make it for people to unsubscribe, the more problems you will have.
Be thorough– make sure you include a proper reply to email address and a from address so that people can get in touch with you if they have any issues

By Neil Patel on June 24, 2013

https://www.quicksprout.com/2013/06/24/5-simple-ways-to-increase-your-email-deliverability-rates/

3. Create a Personal tone & add a P.S. to each Email

Your recipients need to feel as though you are speaking to them directly. Don’t forget to introduce yourself in the first email and address them by their first names. Why use a P.S.? We tend to remember stuff at the beginning and at the end, this is an effective way to make important content stick in their minds.

4. Include a Call to Action (CTA)

Every email should have at least two things:

1. Valuable information AND

2. Call to action

The call to action is asking the recipient to do something after they have read your email. For example: “Hey there, if you are interested in learning more about our Help-U-Sell^R franchises, click here to get started…”

5. Get your Sequence right & Close the Loop

Make sure your drip campaigns leave enough room for your recipients to digest the content. The best way to do this is to send out the first bulk emails on a daily basis, i.e. one per day. Finally, test your campaign on effectiveness and improve where necessary. Start testing different aspects such as: email subjects, open rate or different subject headlines.

Help-U-Sell® San Antonio Hill Country Doubles Business as 2017 Closes

It’s been a great year for Sergio Martinez, Broker/Owner of Help-U-Sell San Antonio Hill Country in Schertz, Texas. He’s recently earned the ranking of second most improved office of all the franchises nationwide in terms of overall growth in sales, increasing his number of houses sold by roughly double the amount in the year previous. How’d he do it? As it turns out, a strategic combination of several actions are at play.

Where It All Began
“I was living in California at the time. My mother asked me to find her a house that was closer to mine. I saw one I already liked, because it had the exact floor plan as my own house,” Sergio shared. “I saw that it was a Help-U-Sell represented home. When I checked it out, I realized the seller was able to save quite a bit on the commission and was in a better negotiating position because of it. I was so impressed by that, I came out of retirement to do it myself.”

Sell and Be Seen Where You Live
Hailing from New York (which is plainly evident when you speak to him) Sergio lives in the community where he also sells homes, about three miles from his office. Living and participating in the community through venues like the Lion’s Club, the Police Club, being seen around town, and constantly reinforcing branding through advertising and full wrap signage on his company vehicles, all help solidify him and his business as a constant presence.

Know Your Audience
One of the largest expenditures Sergio makes is on advertising, which he does a lot of on conservative radio in Texas.

“My spots run on the shows hosted by Larry Elder, Dennis Prager, and Hugh Hewitt. The commercials are voiced by them also. Is it expensive? Yes, but there is a lot of money here in conservatives hands. The audience responds well to the messaging,” Sergio explained.

The messaging always includes: “What is the difference between selling a $200,000 home and a $500,000 home? About $18,000 in commissions.”

Make It Personal
It’s no secret that the internet has impacted how people see and buy homes, but Sergio believes that many real estate professionals have taken that to mean a reduction in personal service. “When showing a home, there is now less work to do. People see the house they’d like to look at on Zillow or Trulia and call the agent to show it to them. While that exclusivity of information is gone, the opportunity to cement yourself with them is not. I don’t meet half the agents with whom I do business, which is ludicrous to me,” Sergio explained. “So many agents don’t make any calls. They’d rather email or text. Relationship building is everything in this business.”

Once, after setting up a new prospect on a drip email containing new listings, Sergio called the next business day to follow up. The client was shocked: “I didn’t expect to hear from you,” the client said.

“Texting is a way of hiding. I call everybody,” Sergio said, “Good news, bad news. It doesn’t matter. When I drop off paperwork with my proposal, I call back after a day or two to follow up. That face to face time is critical.”

Location, Location, Location
Two years ago, Sergio moved his office into the front of an H-E-B grocery store, where the registers ring around 125,000 times weekly. Not only is there high traffic, there is the opportunity to constantly see the neighbors and interact with hundreds of people daily. The re-cementing of daily impressions is invaluable. People learn who Help-U-Sell is, and remember the brand when the time comes.

“I watch people inspect their receipts and go back to customer service over a 20 cents overcharge. People are highly attuned to the desire to save money, and I can save them thousands. I offer the same product and service at a lesser rate. Once they know that, they choose us. I also love a win/win situation: The seller makes money, I make money. Everyone is happy.”

What Drives You?
In parting, Sergio offered: “There is a word in Spanish: ‘ganas’, which translates into ‘desire’ in English. I get to meet phenomenal people every day. I don’t have to work. I LOVE to work.”