Posted in Real Estate Sales Tips

Overcoming Low Self-Esteem and Self-Doubt for Struggling Real Estate Agents

Don’t Let Fear and Doubt Keep You From Becoming Successful in Real Estate.

Are you an aspiring real estate agent or sales professional, but have been struggling with low self-esteem or minimal self-confidence? (Me too! That’s why I created this course.)

New Release: Up! Foundations

Mindset Makeover

When I enrolled in my first real estate licensing class when I was 19 (almost 30 years ago) I had no idea that I would run into obstacles and make excuses for my failures in my chosen profession – embarrassingly far too many times to count.

I even began teaching sales and marketing skills in 2015 and watching many of my own students flourish, while I was still stalled with others like me.

So, of course I wondered, “What is the difference between those sales agents who thrive and those who falter?”

The answer I came to understand is in our mindset and routines. That’s it! Sounds simple enough, right?

Hmm. (Maybe too simple, you think?)

If you’re curious about my discovery, I invite you to watch a sample video from my new series Up! Foundations and see if this TRUTH resonates with you.

Up! Foundations: Module 3, Part 1 – Desire

If so, I am here and I’m willing to be your guide. I’m on the same journey, with the same damn struggles, as you. And I’ve studied A LOT of things about this profession. 📖📚🤓

But this course isn’t for everyone.

If your cup is already full, then I can’t add to it. Nobody can. But if you have a willingness to learn, then you can do this, I promise!

In fact, it’s primarily for real estate agents who have NOT been successful in real estate yet. But let me warn you, if that’s you I guarantee that your “reactive mind” is going to try to talk you out of watching the video or enrolling in the course.

Call it your safety mechanism if you want, but I prefer to call it what it is: self-sabotaging behavior.

Thank you for watching.

Yours in Success,

John W. Tanner, J.D.|M.S.
Personal Development Instructor
Lic. Real Estate Broker|Owner
Coleman Tanner Realty
http://www.colemantanner.com
http://www.johnwtanner.com

P.S. You Can Register for Up! Foundations Here 👇

Posted in Real Estate Investing

Building a Real Estate Investment Portfolio Roadmap

Photo by Rut Gardarsdottir from Pexels

Having a Real Estate Portfolio Roadmap Can Help Investors Identify and Visually Communicate Their Vision.

What is a Real Estate Portfolio Roadmap?

A real estate portfolio roadmap (REPF) is a top-down view of your future real estate holdings that you desire to accumulate over the life of your investment career. The roadmap begins as an idea, becomes a plan of action, the steps needed to reach your end goal – the accumulation of real estate – and works as a punch list throughout your journey.

Because of the difficult nature of real estate transactions, namely their many interrelated pieces, the timeframes presented on this type of roadmap are more like aspirational guide posts rather that steadfast directionals or exacting deadlines.

Your REPR is a working, evolving document. It’s goal is to lay the foundation to reverse engineer your investment agenda over the next five, ten, fifteen, or twenty years.

Do I Need a Real Estate Portfolio Roadmap?

Photo by RODNAE Productionsfrom Pexels

For the novice private investor, a REPR outlines a specific growth path to follow which can help move you towards your end goal faster and with less surprises.

Photo by RODNAE Productionsfrom Pexels

For the investment team, such as a REIT, it moves all stakeholders in the same direction, at the same rhythm, helping them achieve their business objectives with more clarity and synchronicity.

Moreover, using a real estate portfolio roadmap does all of the following:

  • Provides clarity
  • Communicates investment impact
  • Guides the investor (or investment team) along the journey
  • Creates the initiative to forecast future income & expenses for each investment project (deal)
  • Assists the project manager in forecasting required resources for specific initiatives
  • Bolsters accountability, and
  • Tracks milestones and progress
Photo by Breakingpic from Pexels

Action Steps

    • Develop a Real Estate Investment Portfolio Vision.
    • Ask yourself, “how much money do I want to net in retirement?”
    • Talk to other investors, bankers, and real estate brokers to learn about income and expenses for any given investment.
    • Create your investor dream team, which includes an accountant, a lawyer, a banker, and a real estate broker.
    • Decide on your internal management team. (Are you a solopreneur or an entrepreneur?)
  1. Create Your First Draft Picks – a ‘Bird’s-Eye’ View of Your Real Estate Investment Portfolio Over the Span of Your Career (the roadmap).
    • The private investor or management team should brainstorm investment options to meet the investment portfolio vision.
    • Identify specific purchase initiatives, cost estimates, and management (holding) expenses.
    • Decide on how to best structure each deal, taking into account the availability of investment and working capital, funding, tax implications, legal, government restrictions, and internal level of priority.
  2. Create an Internal Investment Roadmap.
    • Start with your first purchase objective. Walk through the entire transaction to identify and document all of the potential moving pieces, costs, timing, potential pitfalls, risk reduction strategies, management duties & expenses, and BTCF.
    • Decide who will be the project manager for the first undertaking (and each project thereafter).
    • Hire your ‘dream team’ and ask your real estate broker to “shop the market.”
    • Implement your plan!
  3. Rinse & repeat!

As your portfolio grows, so will your ability to scale up small projects or take on bigger projects. Thus, your roadmap will undoubtedly be edited several times throughout your career.

Remember, not even “…the best laid plans of mice and men” ever happen perfectly. Be flexible. And, above all, enjoy the journey!

In closing, if you want to be (or already are) a real estate investor who has several properties in mind, then you should create a REPR. It will help you to organize, evaluate, prioritize, forecast, track, and communicate your investment initiatives throughout your investment journey.

As a real estate broker, my team and I want to help you understand our markets and identify potential investment opportunities for you. We want to become your ‘go-to’ real estate consultant, “your source for real estate investment solutions!”

ColemanTanner.com

Corporate office:

The Groover-Stewart Building

25 N. Market Street

Jacksonville, Florida 32202

By Appointment Only

(786) 258-8855

Sales@ColemanTanner.com

Posted in Sales and Marketing Tips

10 Ways to Create a Personalized Client Experience (Give Them a “Yes Day”)

Find Out What They Want.

1. Find Out What They Want.

Use a survey to ask them questions which will help you narrow down what services you may provide them with, when, and how often. The goal is to satisfy what they want to accomplish by discovering what’s keeping them from getting there. Use their answers to craft a personalized service offering that is unique to them.

Reward Them.

2. Create a Client Loyalty Program.

People want to be rewarded for hiring (or shopping from) you. Offer them a rewards card or send them random gifts to show them how much you value their business.

Send Handwritten Notes.

3. Personalize Your Communications.

People tend to get lost in technology these days, so bring things back to the good ole days with a handwritten thank you card. You can also up your impact by sending random gifts and company swag.

Discover What Their Long-Term Goals Are.

4. Learn About Their Ongoing Needs.

If your clients/customers will be shopping or using your services more frequently, consider offering them a discount for frequency and throw in a occasional freebie – this is an excellent, low-cost opportunity for you to improve the “lifetime value of a client.”

Get To Know Your Clients.

5. Build Rapport By Getting to Know Your Clients Upfront and Stay Informed.

Let your prospects do most of the talking during your initial consult. Use sifting questions to discover their problems/goals so you can curate a personalized solution. Stay informed of their changes by being their friend and trusted advisor.

What Are Your Hobbies?

6. Find Common Interests.

What are your hobbies? Finding prospects while participating in common interest activities is a sure fire way to build bonds faster and get to the Know-Like-Trust stage that is a prerequisite of doing business. Take note of your favorite sports, music, restaurants, recreational spaces, faith and so forth, then brainstorm activities around those interests. Scan your community events postings to schedule which events plan on attending. When you and your prospects have the same tastes, your connection will happen naturally.

It’s Yes Pet Day!

7. Start With Humor.

The best way to get your prospects to let down their guards is to inject a little humor in your introductions. Laughter is a positive emotion and helps move a person from “skeptical” to “know-like-trust” faster than normal pleasantries. Humor makes us more likable to others. Use funny stories or clean jokes that are related to what you do or sell, but don’t overdo it. (Don’t be a Bozo!) 🤡

People LOVE Talking About Their Favorite Subject – Themselves.

8. Let Them Do The Talking.

We all know it’s hard to be in the backseat of a conversation, but resist the urge to yap and only speak when asking clarifying or prompting questions. It’s okay to paraphrase what they said occasionally to show them that you’re actively listening. When you can get your prospects to “trip” on the idea of using your products or services as the solution to their problem or desire, you will have mastered the art of subtle persuasion, while earning their trust in the process. People don’t like to be sold to, but they do like buying things that improves their quality of life (whether it be to resolve a pain point or to elevate their pleasure and happiness.)

Speak Their Moral Language.

9. Discover Their Values.

How does your product or service align with their values? Are you a good fit for them? Prospects are more apt to buy what they are looking for from a provider who aligns with their internal value system.

Apply the Law of Reciprocity – Add Value.

10. Begin With Giving.

According to the Law of Reciprocity, the recipient of a gift will naturally want to reciprocate your kind gesture by doing something favorable for you in return (such as hiring you or buying from you). You can open the reciprocity loop by giving a free initial consultation (but I’m afraid that’s been overused) or boosting an initial consult by throwing in a high-value bonus offering if they engage you at the close of your session. Retailers use loss leaders to allure shoppers into their stores, then up the sticker prices of commonly purchased goods that are prominently displayed at the front row, making it easy for shoppers to pick up along the way.

Pro Tip: Making an irresistible offer improves your close ratio!

In closing, making your products and services personalized vs. standardized is something your clients and customers want and expect in the 2021. It’s time to give your clients a “yes day” to a more personalized client experience.

A special thank you to the following content creators (in order of appearance) for their photos from Pexels: Andrea Piacquadio, Brigitte Tohm, GiftPundits.com, Marko Klaric, Edmond Dantès, JEShoots.com, Anna Shvets, Juan Vargas, Eva Elijas, and Gabby K.

Posted in Sales and Marketing Tips

“Red Carpet” Service Can Reap Your Business Regal ROI!

Treat Your Clients Like Celebrity VIPs

How Are You Treating Your Clients?

If you are not already treating your clients like the VIPs that they perceive themselves to be, you’re at risk of losing them as lifetime clients. Many professional entrepreneurs claim to be interested in serving their clients for life, but their actions speak otherwise.

Why You Gotta Be So…Blasé?

Do your clients feel like this after the conclusion of your first business transaction?

Reach Out To Your Past Clients and WOW Them!

It’s time to think outside of the box and differentiate yourself. Send your clients a thank you gift. Not only will this put a smile on their faces, but you’ll stand out from the crowd of other professionals vying for your market share, earn repeat (hopefully lifetime) business, as well as prime your client pump for new referrals.

Stir Things Up With a Surprise!

Do a little creative brainstorming to identify some simple, but effective and meaningful gift ideas. Here are a couple of examples to help you out:

  1. If you work in real estate sales, finance, or title, offer your clients a movie night at home by sending a gift box with a downloadable movie gift card, two bags of popcorn, a package of twizzlers and a box of chocolates.
  2. If you work in law, send your clients a gift certificate for a simple will and advanced directives consultation along with a home fireproof safe.
Create an Opportunity for Your Clients to Win!

Have you considered sponsoring a “client of the month” on your social media channels? A great way to improve your brand image is to select a client of the month who either provided you with the biggest transaction or who sent you the most referral business in the prior month. Sending the winner tickets to a upcoming play with notoriety or to an upscale restaurant will win you major client loyalty! (Be sure to ask the winners to tag you in their social media posts during their “night out on the town! so that your other clients can see it and get inspired to be your next VIP winner!)

“I would like to thank my personal agent [insert your name here]!

In closing, finding ways to honor your clients with elevated experiences AFTER the transaction will help you stay top of mind, win loyalty, earn repeat business, and generate more referrals. While you will take on a bit of costs to implement this brand loyalty program, the ROI can be your very own golden globe of a reward!

Posted in Real Estate: Buy, Sell, Lease

New Year, New Career? (Boutique Luxury Real Estate Company in Florida Now Hiring!)


  • Job Type: Commissioned Sales
  • Number of Hires: 50
  • Qualifications: Florida Real Estate Sales Licenses
  • Work Authorization: U.S.
  • Hours: Flexible
  • Job Responsibilities: As a Real Estate Agent, you will be tasked with representing buyers, sellers, landlords, or tenants in the acquisition or disposition of real property (residential or commercial).
  • Training: We offer a free 7-module post-licensing residential real estate sales and marketing training series and first-time homebuyer course, available on Udemy at: https://www.johnwtanner.com/courses
  • Duties: Assist sellers with determining the value of their home, demonstrate the benefits of showcasing their home, and help them find a buyer by promoting their home via online marketing, MLS listing syndication, and hosting open houses. Assist buyers by determining their wants and needs, discovering neighborhoods and the lifestyles associated with them, and viewing new construction homes and resale homes in those sub-markets. Present offers, facilitate inspections, and negotiate changes as necessary for our client’s best interests. Schedule the final walkthrough and closing. Follow up with clients after closing. Assist landlords with locating tenants or assist tenants with locating a property for lease, negotiating contracts, and conducting due diligence (qualify the person or the property).
  • Consulting & Property Management: Provide clients with assistance in determining investment strategies, exit strategies, and asset management.
  • Networking: Develop a robust list of contacts with third parties who service real property owners.
  • Maintain Confidentiality.

Additional Qualifications:

  • Computer literate
  • Valid driver’s license
  • Motivation and grit!
  • Witty and creative team players with extroverted personalities are encouraged to apply.
  • Locations: Miami, Fort Lauderdale, The Palm Beaches, Naples, Tampa, Orlando, Pensacola/Destin/FWB, Tallahassee, Jacksonville/Fernandina Beach/St. Augustine, and Daytona Beach.

Send resume to: HR@colemantanner.com

Posted in Sales and Marketing Tips

How To Use YouTube for Business in 2021.

Master the Art of Storyselling to Become Entrefluential

Today, I want to talk about using YouTube in a way other than watching your favorite music videos.

Begin With the End(user) in Mind!

Personally, as a real estate broker who is new to YouTube content creation, I began by creating content in mid-2020 for other agents who are new to the business. However, that’s not bringing in revenue and there really wasn’t a marketing plan in place. (Enter John 2.0)

Identify & Craft Content to Your Target Audience.

Target Audience: Newlyweds

Start with identifying the demographics (age, gender, education, marital status, geography, etc.) and psychographics (social media habits, spending habits, etc.) of your ideal clients. Discover what they want, then give them what they want. The goal of communication is PIE (persuade, inform, and entertain.)

Start With a Marketing Plan!

What is Your Target Audience Searching For?

Personally, in 2021, I want to make videos where I talk about real estate in Florida, beginning with Jacksonville. I want to deliver the content in a fun and entertaining way, while being educational and inspirational. I can do this by sharing home buying and selling tips, infusing enthusiasm and humor in the process, and dressing sharp to convey that I still mean business! 👔😉

I see YouTube as a FREE TV channel where we can advertise our companies and build our brand recognition up with a shoestring budget. As a solopreneur or small business owner, your strategy should be to use your YTC (that is, your YouTube channel) to help bolster your website’s SEO.

For example, by posting videos about Jacksonville real estate on a regular basis, prospects are more likely to view my videos, blog posts, or website if they search for the phrase “Jacksonville Real Estate” on Google. Given my topics, I don’t think too many people of the 1.2 billion YT viewers will see my videos in general, but my target audience will! And if I happen to get, say, 5,000 views, then I will feel like my keyword research and topic selections are working. 🥇


Social Media Marketing

We “entrefluencers” think of our YTC as part of a marketing machine, along with Google Ads and other social media channels.

– John W. Tanner, JD|MS

Lead Nurturing.

Brand RAMP and TOMA. If these two marketing terms are new to you, don’t fret. Brand “RAMP” is an acronym for Recognize, Articulate, Memorize, and Prefer. “TOMA” stands for Top of Mind Awareness. Consider publishing new videos on a weekly basis as an excellent way to nurture & incubate your leads (Brand RAMP) inside your sales cycle, while simultaneously allowing you to stay Top-of-Mind with your current client base.

Action! Batch Your YouTube Vids Quarterly.

Batch Your Film Production to Maximize Efficiency
  1. 📝 Create a storyboard & script 12 commercials for the next 12 weeks.
  2. 🎥 Schedule your video production team to shoot all 12 video commercials in a day.
  3. 🖥 Outsource your post-production editing and SFX to save time.
  4. 📺 Hand over the content to your social media manager to upload & email your videos weekly (or DIY).
Don’t Reinvent the Wheel!

For scripting ideas, consider what your ideal client is concerned about. Look online for FAQs, see what your competitors are doing, and observe what other top performers are doing in other markets! Lastly, take time to review keywords and topics that are presently trending in your niche and/or market. Use these terms and phrases in your title and thumbnails.

Final Thoughts: KISS

Keep it simple, silly. 🤪 Jump right into the water (topic) 🏊 and get out within 3 to 5 minutes. ⏲ Keep your videos short & sweet! 💛 That’ll keep your prospects and clients wanting more! 🤩

CTA: Don’t forget to hit that like 👍 button and “Subscribe” 🙋🏻‍♀️ for more awesome sauce! 🤜🤛
Posted in Real Estate Sales Tips

To Build (New Construction) or Not to Build, That is the Question!

Buying “new construction” is an exciting undertaking. Unlike buying an existing home, you’ll get to make it your own before turning the key for the first time. Here are ten tips to keep in mind as you begin your home building journey.

  1. Establish a Set Budget. When it comes to establishing a budget for your new home, being a prudent homeowner is highly recommended. Therefore, you should plan on paying a 20% down payment on your new home and your monthly housing expense (principal, interest, tax, insurance, and association fee) at 25% of your income.
  2. Get Everything in Writing. Having a lawyer review your initial contract and any subsequent amendments is highly recommended. Here are a few items to look for in the contract: (i) a “cooling off” period; (ii) payment schedule; (iii) timeframe for completion; (iv) included plans and specifications, warranties and insurance protection; and no blank spaces. Be clear about what changes are allowed once you “sign off” on the final plans. Two addendums you should include are (a) “all changes must be clearly documented & mutually agreed upon” and “time is of the essence.”
  3. Stay Informed. Ask the builder for regular updates. Have somebody take pictures of the progress so you have evidence of any issues that may arise.
  4. Be Patient. Delays will happen. This is a marathon, not a sprint.
  5. Prepare for Hidden Costs. Does the developer’s estimate include “Finishing Costs”? How about zoning or CDD fees? Does your estimate include utility hookups, such a electric and gas meters? What about internet service wiring and installation? Are there estimates for your exterior, such as landscaping, concrete decks or brick pavers, fences and entries, or a mailbox? Try to think of every expense associated with your new home so that your estimate is as close to perfect as possible and that you have adequate financing in place to cover every expense. Ask about closing costs and developer contributions, if any.
  6. Choose the Right Builder. It’s always a good idea to read online reviews, talk to residents in the new community about their experience, and see if any complaints are filed against them on USA.gov – consumer complaints, the Federal Trade Commission, and the Better Business Bureau. Also check to see if they are registered with the National Association of Home Builders. Lastly, are they good at communication? The last thing you want is to feel in the dark whilst waiting on your new home to be built.
  7. Hire a Private Home Inspector (HI). Look for a home inspector with a current or prior Residential Contractor or General Contractor license. This type of person will know all the building materials and methods used in the construction industry. Their job is to ensure the structure is built up to code and complies with the municipal and HOA regulations and CC&Rs. Having the new home inspected by a 3rd party will help you rest easy at night while you wait. There are four stages of construction which warrant an updated inspection: (i) Foundations & Footings: the HI will check the slabs, foundations, drains and form work; (ii) Framing: the HI will check that the walls are straight & level, verify room dimensions, and ceiling height and roof lines all conforming to the plans & specs; (iii) Lock Up: This is the stage where the windows and doors have been installed. The HI will check the frames, seals, window flashing, brick and mortar work, and electric and plumbing; (iv) Final Inspection (Pre-Handover): At this point your home should be ready for a Certificate of Occupancy. Your HI will check for final interior/exterior finishings, paint, tile, carpet, wood flooring, cabinetry, windows & doors, and hardware, as well as inspect the site to ensure it is clear of any remaining materials or debris.
  8. Create an Image File. You will be looking at plenty of options for creating your new home just the way you want it, and trying to convey a mental image of the vision for what you want each room to look like is quite tricky. So, why not save images that demonstrate what you want? This will help you communicate your requests to the builder and other 3rd parties more succinctly.
  9. Think About the Little Things. Having electrical, telephone and internet outlets installed after drywall & insulation are installed is practically impossible to have done, so be sure to think about where you want your TVs mounted and cable boxes set prior to the electrical installation date. Do you plan on enjoying afternoon on the patio in the shade? The direction of your new home and where the sun sets will impact whether or not this happens. Keep shady sunsets in mind when you are looking at available lots. Location is important! By the way, corner lots are usually bigger and offer more privacy (one neighbor instead of two), so you’ll likely be charged a premium for it.
  10. Lastly, Begin With the End in Mind. Will this be your “forever” home or your “retirement retreat”? Whether you plan to grow a family in a home that you’ll spend the rest of your life in, or one you will approach your golden years in, take time to envision the lifestyle you want for yourself (and your growing family, perhaps) before you select a new home development.

In closing, buying a new home is fun when you think of the construction details with a business-like approach, and the community lifestyle & interior design with your heart. We wish you a successful journey in pursuit of your “forever” home!

Coleman Tanner Realty – Your Home for Real Estate Solutions!

To schedule a Home Buyer Consultation, we can be reached at (786) 258-8877 or by e-mail at sales@colemantanner.com.

http://www.colemantanner.com

Coleman Tanner Realty is an Equal Opportunity Housing provider.

Posted in Real Estate Sales Tips

New Book Release

After 13 months, my latest book was released today on Amazon, available in paperback edition.  Here’s a link to it. Thank you for your support!

ebook cover

Posted in Real Estate Sales Tips, Uncategorized

Self-Promotion: Real Estate Media Creation

Okay, so I have been experimenting with Canva and I love the capabilities for digital & print media. So far I have only used the graphics online, but you could easily print the pdf’s for, let’s say, open house brochures. Here’s a sample piece I created to market the neighborhood I live in:

sjtc Realtor

As you can see, I introduce three properties within the Town Center development: Esplanade (Condos), 5 Thousand Town (Luxury Apartments), and The Uptown (also Luxury Apartments). The 4th main image is part of the shopping center.

You may note that I also added two pop-out images of the rooftop fire pit and the pool deck touching the 5 Thousand Town image. These are especially useful for highlighting some of your listing’s “special” features that draw in your prospect’s attention.

Well friends, that’s it for today’s lesson. I hope you enjoyed this post and I look forward to seeing you again inside the blog.

Cheers!

John