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Well Defined Roles Boost Sales

"I do not handle anything unless it’s blowing up," agent says.

(Boonton, NJ, January 27, 2017) — Sasha Farmer runs a top-producing team in Charlottesville, VA, and she proudly lists all the real estate tasks she eagerly outsources to others.

Farmer doesn’t update her Facebook page, she doesn’t show up for home inspections, and she definitely doesn’t put signs in the yard.

"If you see me installing a sign at your house, something is wrong," Farmer says. "That is not the highest and best use of my time."

Instead, Farmer has established clearly defined roles for her team, which operates at Montague, Miller & Associates.

Her goal is to generate 40 leads a month, and convert eight of those leads into closings.

Her strategy includes sending a glossy hardcopy marketing piece to the seller before the listing appointment. She also asks that sellers fill out a "homework sheet" that includes such documents as floor plan, survey, mortgage balances, and other information.

The idea is to maximize her time at the listing presentation.

"I’m not going to roll into your house and be left in the kitchen while you’re upstairs going through filing cabinets," Farmer says. "If I get to the listing and [the sheet] is already filled out, I know I’ve won that listing."

Details on Farmer’s division of labor appear in the January issue of Real Estate Broker’s Insider newsletter.


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