In the ever-evolving world of real estate, staying ahead is essential. Having an operation manual for your business can act as your guide, helping you navigate through shifting market trends, technological advancements, and client demands. In this episode we discuss the importance of why having an operations manual is essential to your success in this business. Think of it as your systems manual.
I want you to stop and think for a minute – when you have a new listing, new buyer or a transaction do you just go by what is in your head or rely on your administrator to know what to do?
How many times have you had to stop and re-think about how you do a task in your business and how it possibly has changed because of technology, etc?
How much time are you wasting by having to stop and think about what your process is or to train someone to help you over and over again?
A real estate operations manual is a valuable tool that allows consistency, efficiency, and scalability to your business. It not only benefits you, but it also but also contributes to the overall success and professionalism of the business.
First, let’s explore the benefits, and then we’ll delve into what should be included in your operations manual.
- Consistency: Your operations manual ensures that you follow consistent systems, processes, and standards, leading to a cohesive brand image and a higher level of service for clients.
- Efficiency: Documenting your systems and procedures streamlines daily tasks, reducing the time spent on repetitive activities. This efficiency allows you to focus more on clients and revenue-generating activities.
- Quality Control: The manual outlines best practices, which helps maintain a high standard of service. This consistency is crucial for building a strong reputation and gaining client trust.
- Adaptability: The manual can be updated to reflect changes in the real estate industry, local market conditions, and new technologies, allowing you to remain competitive and adaptable to market shifts.
- Time Management: It’s guaranteed that once you have a solid operation manual you will save time by referring to systems and processes you have in place instead of reinventing the wheel for each task. This time can be redirected towards building relationships, prospecting, and growing the business.
- Delegation and Scalability: As you grow, an operations manual facilitates delegation of tasks and responsibilities. It ensures that as new team members come on board, they can quickly become productive without overwhelming you by having to stop and give your time.
- Personal Development: The manual can serve as a resource to refine your skills, learn new strategies, and stay updated on industry and marketing trends. This continuous improvement contributes to the success of individual agents and the entire agency.
Now let’s talk about what you should include in your operations manual.
As you create your operations manual, I highly recommend you start with your Mission Statement as this will help you stay focused on how you want to build your business.
First and foremost, the best advice I can give you is to create an online folder called Operations Manual – this would be best kept in a Google Drive for easy access.
Find a video program – Loom is a good one and it’s free – use video for recording how to access each one of your programs and how to use it.
Better yet look at the programs website to see if they have videos on “how-to” and download to your Google Drive. Just make sure to keep these videos updated so it doesn’t cause confusion.
Legal and Ethical Considerations: This constitutes the most important part of your operations, as this is where you will adhere to legal and ethical standards in the industry. Cover topics such as fair housing laws, disclosure requirements, and conflict resolution.
Professional Development: Emphasize the importance of ongoing education and professional growth. If you have a team encourage them to attend workshops, webinars, and industry events to stay updated on industry trends and improve their skills.
Designations and Certifications: This section is where you maintain a record of both so that you, your team, and staff know what higher education you have completed and why you chose that particular one.
Technology and Tools: Create a detailed list of the tech tools you have in place, how to use them and how to login and maneuver the program. This would include your CRM system, listing platforms, virtual tours, and digital marketing strategies.
Administrative Procedures: Document the administrative responsibilities and why they are necessary for running your business. Make sure to break the tasks down in detail along with when these tasks are performed. Are they daily, weekly, monthly, quarterly, and yearly?
Negotiation Techniques: Keep up with how you negotiate offers, counteroffers, and terms of sales. Effective negotiation skills are essential for your success. Add to it or update it based on what the market is at certain times.
Systems and Processes: Write out detailed procedures for all your systems and business processes. This could be your lead generation system, your past client system, etc.
Market Research: Explain how to conduct thorough market research to understand local real estate trends, property values, and competitive analysis. This information is crucial for setting accurate prices and advising clients.
CRM: How do you manage your CRM?
- How do you add a lead, what category and email sequence will they receive?
- Leads
- Referrals
- Past Clients
- Vendors
Marketing Systems:
- Online Marketing: What is your online marketing system?
- Website Marketing
- Social Media Marketing
- Newsletters
- Direct Marketing: What is your direct marketing system? How do you choose a farm area to market in?
- Listing and Marketing Properties: Detail the process of listing properties, including how you need to gather essential property information, creating the marketing materials that reflect your branding, and utilizing various platforms to promote properties effectively.
When it comes to marketing a listing, you need to get very detailed on what programs you want to use and give a step-by-step process on how to access each program and how to use it.
From the call to set the appointment to scheduling the photographer, stager, etc
What is your open house system?
What is the system to enter into the MLS?
What is your checklist covering all the marketing aspects?
- Online Marketing
- Social Media Marketing
- Eblasts
- Direct Marketing
How do you update your seller on the marketing efforts?
Coming Soon/Just Listed/Just Sold – how are you promoting
Testimonials:
What is your system for asking for testimonials?
What platforms do they need to post and how will they do this for you?
How will you use those testimonials?
Website
Social Media Marketing
Presentations
Buyer System:
How do you onboard a new buyer
What systems do they go in to receive the listings that meet their criteria?
What are the steps to take to ensure they are getting the listings?
What is your system to have them sign a buyer representation agreement?
What is your showing system for the buyer?
Transaction System:
You need a system so when your seller goes under contract you will not miss anything.
You need a system so when your buyer goes under contract you don’t miss anything.
Cover the various types of contracts used in real estate transactions, including purchase agreements, rental leases, and disclosure forms. Ensure agents understand the legal aspects and how to manage these documents.
Provide a step-by-step guide for managing transactions, from offer acceptance to closing. Include details on coordinating inspections, appraisals, financing, and any potential challenges.
What programs do you use with instructions on how to use them. Again, a video would be best, and it will save you time and effort as the programs change and you want to make sure you stay on top of the latest changes.
When the transaction closes where do you send the paperwork to get paid? What is that process?
Lead Generation System:
Create a detailed system on how you lead generate.
What methods will you use?
Past Client System:
Create a system for your seller and your buyer.
What is the email sequence?
Will they go one your newsletter?
Will you follow them on social media – if not already?
How will you send a testimonial request?
Business to Business System:
This is where you will detail how you work with local vendors, who you recommend, etc.
Financial Management
Create a system on how you plan your budget for the month, quarter and year.
How will charges be made for the company?
How are commission paid?
Who is reviewing your monthly statements?
Who is keeping track of expenses?
What is the process to get your financial documents to your CPA on time?
Hiring System/Onboarding
Onboarding and Training: Should you decide to incorporate an administrative team member, whether on-site or virtual, having an operations manual will enable a swift orientation process by directing them to the manual. This manual functions as an all-encompassing training tool, minimizing the learning curve and guaranteeing that your staff comprehends the solid framework governing your business operations.
I hope I was able to help you understand the importance of having an operation manual. Each of these areas should include clear instructions, best practices, and any specific processes or tools that you use. Your operations manual should serve as a comprehensive resource to help you stay organized and focused as well provide a consistent, high-quality experience for yourself, your admin, and your team.
By having a detailed operations manual you will find that you have a structure for your business. You might be a one man show, a team or a brokerage, but no matter what you need to create or update your operations manual.
Set a goal to create an operation manual by the end of the year. If you know you will not be able to get it started but understand the importance of having one, then schedule a call with us today and let us help you put this in place so you can have peace of mind.
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