|
New motivational commission structure pays off
By David Hicks  | | David Hicks | | Ben Ahern with Bartelli Properties, San Antonio, TX, has a unique perspective on motivating buyers: "We bought into the importance of a higher appointment-to-call ratio," he explains. "But, as a buyer myself, I realized it is hard to get the buyer past the question of 'Is it a deal or not?' and just run the appointment whether or not there is equity. Our goal was to remove the question of equity from the buyer's mind." His solution: Pay the buyer per appointment, regardless of whether the appointment results in a contract. This removes any hesitation the buyer may have about going on an appointment. The strategy also fits in well with the concept of Short Sales. "Short Sales have given [us] another reason to go on every appointment," says Ahern. "We can convert anything into a deal, so there is no reason not to go on the appointment." Bartelli Properties' December results provide a good example of the success of Ahern's strategy. They only received 29 leads -- a slow month for leads. But, with the new emphasis on going on appointments, the buyers actually went on 25. The result: an astounding nine contracts, including three Short Sales! Ahern's new emphasis is on buyers digging up their own leads. "I want them to pay attention to the house next door [to the appointment], and to talk to the neighbors. I want the buyers to ask for referrals," he explains. As an incentive, buyer-generated leads earn double the commission. "What I have really enjoyed is the buyers' attitudes," says Ahern. "Now . . . they are excited to go on every appointment." . . . David Hicks is HVA's Senior Director of Operations. Contact him at 972.761.0046, ext. 201
|
