As part of taking the division forward in 2012, we the team leaders within the division have conceptualised a formal structure to take on a larger influx of new associates into the division.
All incoming associates are grouped together, and then trained at a batch level. Having the associates trained as a group builds a strong bonding within the team, such that it makes for good networking, and sharing for information and leads later on in their careers:
New Associate Training Directive
Dear Colleagues,
As part of CLMD’s reaches towards new heights, each level of success attracts its own challenges. Most pressing of which now is the high rate of new joiners coming into the Division.
Building a structured training program is part of a natural progression in the Division’s growth, given that each of the team leaders has only so much time to train and guide incoming new associates, 2012 sees the establishment of a new training system in which all the 4 leading team leaders take turns to train and groom the new associates in a structured environment.
The new training system is modular, and designed specifically to generate interaction. Gone are the days whereby the trainers teach and download information to the new associates. This training module is interaction based. Hence, each idea and solution that is generated by an associate is mapped over the whole class. The end outcome is that each class participant takes back multiple perspectives on a case that they would otherwise not have considered if they were to tackle it alone.
The new training approach is such that the team leaders train from their respective areas of strength, namely in the following sub structures:
Projects: Mervin Tang
Resale: KL Koo
HDB: Jason Chua
Commercial/Industrial: Andy Tan
This structure covers just about 99% of the entire real estate universe, with the objective of having a point of reference for all incoming associates whom they can turn to for direction and advice. Within which, each of the team leaders conduct training classes cantered on their respective areas of strength, incoming new associates will then be cycled through each of the 4 domains, with each domain covering approximately 2-6 weeks of training.
A new associate’s entry point will be in the domain of PROJECTS. Within the Real Estate Universe, a typical transaction would consist of 2 legs to an equation; involve sourcing for a “seller”, and then sourcing for a “buyer”. PROJECTS very much simplify this process by having an array of ready products for an incoming agent to sell, hence, reducing the workload by 50%. As with the case with Huttons, there are many ongoing PROJECTS at any one point in time, hence, new associates who come on board will have a ready product catalogue to begin marketing work.
In each training domain, the objective for the Team Leaders is to impart as much knowledge and experience to the new associates at the level that they can absorb and utilise, and ultimately, to impact their money making ability. It must also be the emphasis that each training domain alone can be taught by the respective trainers for a full year to impart the full experience that they have, but working within strict time limits, to impart what is necessary, given the new associate’s requirements, to first and foremost, MAKE THEM BIG MONEY!!!
The following would seek to outline a structured lesson plan for a new associate to work themselves through:
PROJECTS: Lead Trainer, Mervin Tang
1. Introductions to Huttons Projects
Huttons Asia Pte Ltd is undisputedly the industry leader in the domain of new launch projects. Fundamental to understand this strength is to be immersed in the company culture that is unique to Huttons that would not be found elsewhere in the Real Estate Industry.
· Two critical components for a new associate to understand are SPEED, and a SUCCESS DRIVEN MINDSET.
· Secondary but no less critical is FOCUS and the ability to SUSTAIN it to achieve closing the deal!
2. Sequencing and Scripting
The objective is to attain fluency in a presentation, as well as to derive a structured learning process.
· In the beginning of a new associate’s career, it can take up to 12 hours to completely learn and be fluent in presenting a new launch project. The end objective is to shorten this learning process to 5-10 minutes.
· This is done by having strict sequencing and scripting whereby ALL presentations have a fixed presentation format, with only adjustments made for specific information that is project specific. That way, by stepping into any new project environment, the associate is conditioned to pick up the information that would fill up the “blanks” in the script, hence, saving time in the learning process.
· Breaking down the scripts into segments. This allows for flexibility in the presentation whereby the single script is now a deck of cards that the selling agent can use singly as and when they are needed.
3. Preview
Objective: To understand and to personally experience a Huttons VVIP Launch.
· VVIP Preview is unique to Huttons whereby 50% or more of a project routinely sell out on the preview day. Sales technique for showflat closing is very different from
· Fundamental to this is in understanding the emotional state of the buyers as they come into the buying process. Being able to manage the emotional expectations/states that the buyer is in will better keep the buyer in the right frame of mind to make the buying decision when the time comes.
4. Scripting Part 2, handling “Areas of Concern”
The key to an efficient and effective plan lies in ANTICIPATION. As in a game of chess, the player who can best predict and plan for the possible courses of action that an opponent can make, will be able to plan countermoves way in advance, thus putting them in a position to predict the outcome.
· Like human beings of which there are only at most 15 distinct personality types, there can ONLY be so many areas of concern that a buyer can have.
· Being able to predict these areas of concern and addressing them without the buyer having to bring them up, will put the presenter in a good position relative to presenters who do not raise them.
· The art then would be to incorporate all of the above into the present scripts to have these angles all covered.
5. System Building for PROSPECTING
· A common worry that all new associates have on coming into the industry is that on leads generation.
· Here the desired outcome is a simple one. “How to keep my phone ringing non-stop?” The idea is to build a system that constantly generates leads.
· System in this sense is defined as, “One time effort, long term results, minimal maintenance”.
6. CLOSING THE DEAL
The last module for this is the key to understanding and reverse engineering the sales approach in ANY deal, be it resale or projects. Collecting cheques is easy by this time; the art really is in closing and making the deals happen.
· The key is in understanding the sales process, and then anticipating likely scenarios that might play out during the preview phase. For each anticipated scenario, options can be thought through and prepared for, hence cutting down on time lags and allows for quicker response times.
· This is the difference between a successful closing, and just collecting back the documents
· As a lead into RESALE, we also touch on the merits of having a backyard GTA as a “home base” in addition to running full-fledged on the New Launch Projects arena.
7. New Launch GTA
As with “home base” GTA, the idea is to establish and entrench a sense of familiarity in the new associates such that they achieve a level of understanding on the projects within the GTA that use repeated CMA (Comparative Market Analysis) The end result is to achieve a home court advantage that one would have if operating a “home base" GTA.
· There are 3 predominant clusters within Singapore that have repeated launches again and again. Key to this is to understand the history and the economic fundamentals that underpin this urban renewal.
· To understand the thought process that goes into designing business systems that support the project GTA areas is key to business success in this domain.
Diversification and the ability to seize ALL opportunities
As previously discussed, success in real estate is predominantly skills driven. Skills give access to the different classes of real estate available. The real estate industry is cyclical in nature, hence a down period in a certain segment might correspond with a boom time in another. What we in CLMD therefore seek to do is to cover a broad spectrum on skills sets and understanding such that opportunities that arise may be quickly grasped and capitalised upon. Seeking the necessary knowledge and skills when the opportunity presents itself is clearly to late.
Best Regards,
Mervin Tang
Mervin Tang
Marketing Manager
Division Lead Trainer, Project Sales
CEA Reg No. : R030951Z
Huttons Asia Pte Ltd
Mobile: (65) 9184 0208
Website: http://www.SGrealestate.sg
Sales Enquiry: mervintang@SGrealestate.sg
Huttons Asia Pte Ltd
Mobile: (65) 9184 0208
Website: http://www.SGrealestate.sg
Sales Enquiry: mervintang@SGrealestate.sg
Discussions: http://sg-realestate-sg.blogspot.com/
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