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Real Estate Uncensored - Real Estate Sales & Marketing Training Podcast

Get actionable ideas, insight & inspiration to turn your real estate career into a life of freedom. Real Estate Uncensored delivers 3 live shows/wk showing you how to blend the latest high-tech and high-touch prospecting, sales and marketing strategies to grow your real estate business. Featuring interviews with mega agents like Joshua Smith, Jeff Cohn, Brett Tanner, Greg Harrelson, Jeff Latham, Aaron Wittenstein, Marti Hampton and many more. You’ll learn how to make 100+ calls/hr, how to use prospecting systems and scripts to sell 500 homes/yr, how to bring homes to market & actually get them sold, how to run high-tech open houses & much more. Co-hosted by Greg McDaniel, the "Junior Grandmaster" / Bay area Realtor, and Matt Johnson, partner in Elite Real Estate Systems / founder of Pursuing Results, a podcast PR + production firm.
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Now displaying: December, 2017
Dec 17, 2017

Successful prospecting requires you to establish rapport within a fraction of a second. What kind of script can you use to do this? How do you learn to qualify a prospect’s “no”? Why are self-generated leads better than purchased ones? On this episode, James Festini shares how he gets into beast mode to prospect at a high level.

Three Things We Learned

 

Self generated leads are better than purchased leads

It’s better to have leads that you worked hard for that are self generated, instead of leads that you’ve purchased. The competition for purchased leads is way higher than the competition for leads you got on your own.

 

Having a lot of leads gets rid of fear

 

If you’re afraid of lead generation and follow up, you probably don’t have enough leads. Once you build a database of many leads, you can move on quickly if one doesn’t pan out. If you don’t have a lot, you fall into the scarcity mindset and struggle. When you get to about 300 self-generated leads, you will be able to dial into your database and make appointments.  

 

Social media is important to stay relevant, but don’t oversell

Wearing a logo without looking like you’re selling is not easy. You have to bring value and make the content less about your business. You have to be creative, and have an artistic voice to try and stay relevant without making it all about yourself.  

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People don’t like prospecting because it exposes them to rejection, but if you work the system, it will produce results for you. Using a quicker script will help you escape the market’s short attention span, and if every part of the script has weight, it will be more effective. Think of yourself as an internet pop-up, you have about 10 seconds to capture attention and you have to grab the prospect with a strong headline and offer.

Dec 16, 2017

When people think real estate advertising, they often think of going hyper local. What strategy helps you gain global social proof and followers? What is the benefit of this tactic? Why is Facebook Live more powerful that YouTube? On this episode, Nick Sakkis talks about the incredible strategy that helps you get thousands of likes in just 4 days!

Three Things We Learned

Think of yourself as a media company that just happens to sell real estate

When it comes to branding for your visibility in the marketplace, remember you’re competing with the news, politics, sports, so whatever you’re publishing has to cut through all the noise out there and still be related to real estate.

How to go viral: personal story + the result + how to replicate the results

If you want to create content that really resonates and gets people to engage with you, there’s a formula that has worked very well on platforms like LinkedIn. It’s simple, tell a personal story about a challenge, how you overcame it and how others can replicate the results.


What Facebook has in spaces that YouTube doesn’t is the community factor

Facebook will thrash YouTube because it isn’t a community. Facebook, on the other hand is a community more than anything else. It also has way less trolls, more content and you’re able to be super-targeted with your messaging.

It’s so important to remember that you’re not a real estate agent, you’re a media publisher who happens to sell real estate. If you have this mental shift, you will be  able to create content that’s really relevant. Facebook is a worldwide brand so you have access to a global audience that can lend to your social proof. Remember you’re competing with many other kinds of content so yours really has to stick out. Put more work and effort in Facebook because it gives you the advantage of community. The kind of content someone would expect to find about a community, or city on YouTube is completely different from what they’ll engage with live on Facebook.

Dec 15, 2017

Whenever your problem is “I don’t have enough clients” it’s a sales and marketing problem. How do you solve this problem and build and nurture your database? How do you make your goals easier to follow through on? How do you position yourself as an expert in your industry? On this episode, we are joined by Scott Sillari who shares on building your database the right way.

Three Things We Learned

 

Whenever you set a goal, pin a number to it

For a goal to really mean something to you, you have to actually tie it to numbers. It doesn’t even have to be a big number, even just the number of minutes you spend on lead nurture. Whenever you set a goal, pin a number to it and commit to meeting those numbers.



If you’re having a lead problem, you have to start focusing on the relationships you’re building

Most people who are struggling to generate leads face this specific challenge because they aren’t building enough relationships through sales and marketing. The more outbound conversations you are able to have, the higher your chances of getting leads are.



People run away from building systems because it is more work on the front end

Most people don’t want to take the time to build a system upfront because there’s a fear of it working and then having to build a system that will bring more leads than they can handle. Any agent will be interested in a tactic that will get them one more find, but there’s a much smaller pool of people who are interested in a system that will flood them with clients because they don’t want that.

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All marketing and sales is is conversations that lead to relationships. If you are honest, transparent, genuine and authentic, you will get through the clutter and people will connect with you. Demonstrating your expertise shows your credibility and also boosts your confidence in building a database. You have to have enough outbound conversations with new people to build those relationships by providing value. It’s also important to tie your goals to numbers so you can commit to them.

Dec 14, 2017

A lot of people go into every day without a plan, and it gets in the way of them taking action and following through on their goals. Why is it so important to have a direct purpose and numbers weaved into your goals? Why are agents failing to convert their conversations with clients? How does mirroring a person’s communication style make you a better communicator. On this episode of Real Estate Uncensored we answer these questions.

Three Things We Learned

 

Consistency and persistence are the magic words in prospecting

To get fit, you don’t work out for 8 hours in one day, you consistently put in time on a regular basis so that your results build up over time. It’s the same thing in prospecting, it’s more about being consistent and persistent that in it is about doing a lot at once.



When people are unclear about their goals, they struggle to take action

When you wake up in the morning, and you’re motivated enough to set a plan for the day already, you’re not going to magically want to get up and execute a plan that you don’t have. If you do this, you’re just going to get into the day and drift, and fail to get anything meaningful done.   



It’s better to mimic not steamroll so you’re in alignment

Very little about communication has to do with words, most of it is tonality and body language. You can become a more effective communicator by learning to mimic the other person’s communication style, so that you put them at ease and align your energy. Whatever that person’s communication style is, it’s what they interpret as right.

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When we try to better ourselves by working harder and taking better care of ourselves, we have to remember that our bodies and our minds are going to fight us on that stuff, and that’s just part of being human. It’s so crucial to step into every day of your life with an intention and a definite purpose so you don’t just drift. If you don’t have a deadline and a really clear idea of your goals, and you don’t how you’re going to celebrate success when you hit it, you’re not going to be able to repeat it and it will be a temporary spike and you will go back to how you started. All this is avoidable if you have a clear plan.

Dec 13, 2017

Entrepreneurs constantly ask themselves the wrong questions and stall their own growth. What are the right questions to ask if you want to go to the next level? How can you convert a geographic farm into a digital database? What is the mindset you should have about calling so that it’s always the top priority? On this episode, we do a live Q&A and answer these questions.

Three Things We Learned

 

Don’t Hire People Until You Know Your Own System Very Well

 

The first step to building your capacity for growth, building a team starts with you figuring out your own process for getting results. Make sure you know how to do it yourself by learning to trust that you can run it yourself, and then thinking of getting someone to take over for you.

 

 

You Don’t Have to Be in a Big Market to Dominate

 

So many agents make the big mistake of thinking they can succeed by working in a very big market. The truth is, you can dominate a small area and become a category king, it’s all about having the right mindset and think of building a legendary dominating business, not something mediocre.



It’s not about getting one more client it’s about building a greater system

 

Many entrepreneurs ask themselves the wrong questions about their business. They obsess over what they need to do to get one more client rather than asking how you can build a legendary system for attracting a stream of clients. Learn to have the right conversation around your goals.

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There are many ways entrepreneurs get in the way of their own growth. First, they try to hire people on a system they don’t fully understand yet. They also think of getting one more client instead of taking the time to build a system to attract multiple clients. It’s also very common to think you can’t be successful in a small market, and these are all barriers to your own growth. If you have the mentality of category design, you can build a legendary business and dominate even a small market. If you build your confidence in your system hiring people to help becomes simple, and if you build a client attraction system you’ll never have to worry about one more client again.

Dec 12, 2017

A lot of people want to double their business, but because they don’t have a solid reason behind it, they fail. How do you go about giving more weight to your goals and aspirations? Why is mindset, discipline and habit so much harder than everything else in business? How can you set goals your subconscious will agree with? On this episode, we are joined by Andy Scherer and one of his top clients Heather Windser, to talk about planning for more business going into 2018.

Three Things We Learned



Consistency builds up over time

The cumulative effect of doing small things consistently over time is important. It’s not about the big leaps, it’s about the small daily habits that contribute to success in the long term. Everything will fall into place once you start to make certain changes.

 

Learn where you need to start for the next year

If you’re trying to start working towards next year’s goals at the end of the year, it’s too late. It’s important to start building towards your future results before the year ends. You should start thinking about the next year around October at the latest.

 

You have to set goals that resonate with your subconscious

There’s a lot of goal setting that’s done based on what people think or what we think we should want, but our subconscious does not agree with it, so we fail. We set goals with our conscious mind, but our subconscious mind isn’t on the same level so it rejects it.

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A lot of people track the business more than their actual life, but the business is the simple part. The things that really matter and propel us forward are mindset, discipline and habits. Implementing those things everyday is harder, and that’s why we have to follow them closely. It’s so necessary to raise the psychological necessity behind your goals so that you won’t break the promises you make to yourself. This will allow you break down your goals into strategic milestones, which will bring intention to every single day of your life.

Dec 11, 2017

There are 76 million people subscribed to Amazon Prime, and 55% of all Black Friday purchases were done through Amazon. Does the platform represent competition to the current real estate model? Is something going to come along and make the process easier or more seamless? If so, how do you protect your business? On this episode, Nick Sakkis is back to talk about where tech is going and how you can leverage it.

Three Things We Learned

 

Go with Instagram if you want organic reach

It’s hard to compete on Facebook if you don’t have money to advertise, so if you’re working with a limited budget, go for Instagram instead. The platform still gives people a chance to get their content in front of people without paying for it.

 

Don't post things that will take people off Facebook

Facebook rewards native content, so when you post your content to the platform without links to an external site you are actually more likely to have better engagement. You don’t just have to post short stuff, long-form content also does well on the site.

 

Record yourself everyday to get over your fear of the camera

Video is scary, and for most people this fear completely puts them off recording. If you want to overcome it, start recording yourself every single day, you don’t have to publish. In two weeks you’ll be comfortable enough to go live.

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Now more than ever, it is very apparent that being in the places your customers are, letting them know what you’re doing, and how the business works is so crucial. Nobody wants someone who hides behind a business card, so take the mask off and show that you’re a real person. There are so many tools you can leverage to provide value to your audience. Whether it’s Instagram or Facebook, if you can find your audience there - you will create business for the long-term.

Dec 10, 2017

Every agent is going to come across some sort of objection about whether they are really the best person to help the prospect sell their house. How do you empower yourself to handle these objections like a pro? When it comes to leads, why is quality more important than quantity? How do you go about setting goals to make your future better and brighter? On this episode, we answer these and other questions in a live Q&A.

Three Things We Learned

 

When it comes to leads, quality trumps quantity

It’s easy to feel good about having a long list of potential leads, but how solid are they and how likely are they to actually become real business? It is far better to have one solid lead a day than 10-15 lukewarm ones. Always go after the highest quality leads you can get, not the highest number.

 

You Aren’t Immune to Objections, So Be Prepared

It’s not uncommon to come across a prospect who ask questions about whether or not you’re qualified to sell their house and provide the best service. You can’t shy away from those moments. You have to arm yourself with good objection handlers, and resources like a solid listing package to show that you’re worth your salt as an agent.

 

Videotape Yourself in the Mirror as You Practice Scripts

Newer agents often have a hard time with the tonality of scripts and body language. By watching yourself, you can start to improve these things and communicate in a much better way. For example, pointing at someone can come across as an aggressive gesture. Instead, extend your hand with your palm facing up. It relaxes people and makes you more inviting to be around.

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You can not push a seller out of a house but you can draw them out. You do however, have to work with someone who has a want, need and desire to make a move or buy a piece of property. If a lead is lukewarm, it’s so much better to find someone who is ready to make a move. Rather than stock up on a whole lot of lukewarm leads, find the people that are most likely to become actual business. You have to have the ability to identify the right people and zoom in on the ones that need your service right now.  

Dec 9, 2017

When most agents are asked what makes them different from other agents, they struggle to answer because they aren’t actually doing anything differently. How do you script your answer and handle this objection? How do you use marketing to obliterate this objection before it even comes up? How do you pre-dispose people to working with you? On this Q&A episode, we tackle these and many other questions.

Three Things We Learned

Your voice and tonality should always reflect confidence not doubt and fear

When many people ask a prospect a question or try to go for the business, they do so with an upswing in their voice. This immediately makes you sound unsure of yourself, and that makes it hard for any prospect to take you seriously, and think you’re capable. Speak with definition and confidence to avoid this.

Sales helps you deal with objections in the moment, marketing gets rid of them in advance

There are two ways to handle objections, sales and marketing. Use sales to handle the objection in the moment, using a script or asking them questions to find out what they value. Marketing helps you lay the groundwork to take care of objections way before the appointment so that you are the prospect’s most logical choice. This is where things like content marketing come into play.

Use curiosity to learn how to better serve your prospects

Objections and questions from your prospects provide an opportunity for you to actually learn more about them and their needs. Ask them what their past experiences with agents were like, and what matters most to them in the service they are seeking. This information empowers you to give them the service they want based on what they prioritize.

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Your clients are looking for someone who is confident and assured to walk them through the process of buying or selling. They want someone who can actually support them when it comes to going forward into the negotiation phase. That’s why it’s so crucial to reflect confidence and experience in your communication. Use marketing to build your credibility and provide the social proof that immediately gets rid of their doubts. Use sales to ask for the business and show that you’ve got what it takes to help them reach their goals.

Dec 8, 2017

Most Realtor Facebook pages have less that 500 people following them. How does this take away from your social proof? Why is the global mindset important on Facebook? How do you go about improving your Facebook business page so that it impacts your actual business? On this episode, Nick Sakkis is back to share more winning Facebook strategies.

Three Things We Learned

Facebook wants to keep people on Facebook

When you post to Facebook, don’t make the mistake of posting something that goes to an external site. Create content that is especially crafted for Facebook, because Facebook rewards people who keep their content within their platform.


It’s not enough to just post and let it sit, you have to engage

Facebook is a living, breathing platform that functions like the real world. Relationships require regular engagement, so when you put out content, you have to make sure it doesn’t just sit. Engage with people who are liking and commenting - Facebook likes this a lot.


Don’t underestimate the social proof of having thousands of likes on your page

When you sit in front of potential clients and show them that your Facebook page has thousands of followers, this gives you instant credibility and instant social proof. Sometimes it is even more powerful than a five-star rating because you will be so far ahead of other agents.

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Facebook is the largest biggest platform for what we do, so if you’re going to wrap your arms around one thing, make it Facebook. Your database is the key to your entire business, and most of those people are on the platform. Your entire business is about having conversations, and if you can do this by actually engaging with people, you will be very well rewarded.

Dec 8, 2017

The real estate business tends to attract people who are trying to get away from structure, but the only way to have freedom is to actually have a good structure. How do you go about building the routines that lead to good habits? Why is ego the wrong motivation for starting a real estate team? What is so powerful about asking someone why three times? On this episode, we talk to James Coburn about his book, and how he uses structure to find freedom.

Three Things We Learned

To level up in your mastery, your ego has to go away

Ego is a great boosting off place for a new agent but it just doesn’t work long term. When ego is your motivation it means you won’t grow. Ego has to stop because once you have it, you stop being humble enough to learn.


If an office is providing enough of a challenge you feel like there’s growth

People will stay in a team as long as they see themselves growing. When an office starts failing you from a cultural standpoint or from the growth standpoint, that’s where you’d start looking.

Structure creates habits and habits create freedom

A lot of people get into the business looking for freedom but they don’t understand that freedom only comes at the tail end of a good structure. The only way to get freedom is to actually have some kind of structure to your daily life, and in real estate it’s all about focusing your structure on connections.

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For you to truly extract the autonomy and freedom that comes with running your own business, you have to actually create structure because this will breed good habits. Real estate provides you with a measure of freedom in your schedule. Focus your structure around connection and conversation, and this will lead you to more clients and business. In order to know that you’re capable of something don’t look at what you’ve done in the past, step into the future and stop trying to connect all the dots before you do something.  

Dec 6, 2017

Most people aren’t responsible for their calendars and spend time wondering why they can’t reach their goals. What are the biggest reasons people don’t respect and value their calendars? How do you reign in expectations when people inevitably ask you to do more than they are paying you to do? What is the problem with being a person who reacts instead of being a person who responds? On this episode, we are joined by rockstar coach, Hank Avink who will help you transform your calendar, increase the predictability of your income and get your freedom back.

Three Things We Learned

Get out of the scarcity mindset and actually set higher standards for the people you want to work with

People get led around by their neck because they have the scarcity mindset and they’re afraid that if they don’t do everything their client wants and needs, they’re going to be let go and they’re not going to get the deal. Have standards, set the expectation at the beginning, get out of the scarcity mindset and stop working with clients who are the wrong fit.

Ask yourself what you’re numbing your existence with

We all have vices that we numb ourselves with, and for a lot of us it’s alcohol. A lot of real estate agents are high functioning alcoholics, who are using booze to avoid facing themselves and dealing with their issues, and these are some of the things that get in the way of you managing your schedule and calendar in a better way.  

Don’t Let the Freedom of the Business Derail You

A lot of people got into the business for freedom, but they end up achieving absolutely nothing because they take advantage of the freedom, and become wishy-washy with their time management. The truth is, if you take advantage of your time freedom you won’t reach financial freedom. Never underestimate the compounding effect of your decisions.

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It’s so easy to keep ourselves busy with what seems like work, when it’s actually not bringing in income. Some people are more used to reacting than they are to responding, and this impacts their calendars in a negative way. The truth about your schedule is that it reflects your priorities. If you take the agent that’s intentional with their calendar, and one who just reacts, you can bet your bottom dollar the former is going to have a higher net income. People want to do things that feel good and not the things that make them money, so try aligning the things that make you money with the things you love so you don’t just react. When we react, we don’t get predictable results.

Dec 5, 2017

Most agents overestimate the relationship they have with a client, and not doing enough follow up makes them lose that contact. What relationship building model can you implement to stay top of mind? What is the biggest barrier systems and detail oriented people have to cross in order to start playing in their strengths? How can high S and C individuals handle the people-oriented requirements of the job? On this episode, the great Glenn Twiddle is back to share more of his high level sales tactics.

Three Things We Learned

Real estate is a fine balance between being a people’s person and being able to handle the rejection that comes with that

You have to ask yourself if you are enough of a people person that when you get that one contact you can communicate with them and close the deal. But you also have to be able to tolerate the rejection so that it doesn’t derail you.


Sales and marketing skills are important, but high operations skills are required to level up

For a real estate agent to be able to level up and become an entrepreneur, and for them to start bringing in an income above $500k, the required skills become less about sales and more about systems and team building. Agents who can get to this point become very successful.

80% of your sales are going to be made between your 5th and 12th contact

It’s highly unlikely that you’ll make a connection that leads to a sale with one touch, so you have to stay persistent and consistent in following up with people. Whatever you do, you can’t just do one thing, you have to implement a sequence of communication.

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High operations people are going to lend themselves more naturally to scaled, marketing efforts and jobs that require a lot of intellectual effort to set up a system. It is the difference between making $200k and making millions. However, these people don’t get to flex that muscle if they can’t get past that initial phase of getting the sales skills so they can get over that hump to where they have the time money and resources to start investing in a business.

Dec 4, 2017

A lot of agents don’t realize how much their communication reeks of insecurity or arrogance, and they are faced with a lot of objections as a result. How do you handle objections in a way that shows that you care about the client? What is the language of agreement? Why is it so powerful to learn the right framework for handling objections? On this episode, Joel Rico is back to share how to be more effective with your language.  

Three Things We Learned

The First Step to Handling Any Objection is Taking Their Side

One of the biggest mistakes people make in their sales conversations is disagreeing with the prospect right from the start. What you should actually do is get in agreement with them, validate what they think and feel, and take their side no matter what they say. Be an ally, not an adversary.


The tone of confidence resembles the tone of narcissism

Confidence has a tone and an energy and it’s similar but a lot different to ego and narcissism. Because of the similarity most consumers misinterpret cockiness and ego as confidence. The problem with this is they end up hiring the wrong person.  

 

You want people to be empowered that they made their own choice

He or she that speaks the most dominates the conversation, but he or she that asks all the questions controls the conversation. You want to empower the client by having them dominate the conversation, and you want to control the conversation by asking all the questions.

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People are looking for someone to represent them, someone who can advocate for their needs. When they are clear that you’re on their side, they will say yes. When you try to sell them, and focus on the commission, they are clear that you’re representing yourself and you won’t get hired. If you want represent people, come from a place of contribution, be an ally to them and take their side through your language, tone and energy.

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