When it comes to sales, what are the things agents are getting wrong in their intention and use of scripts? What lessons can be learned from NLP, and how can they improve your client interactions? On this episode, we answer these questions with the insights of sales coach, Joel Rico. He shares his expertise on uncovering opportunities, building rapport the right way, and being a better listener to be a better salesperson.
All opportunities are contained inside other people, and they are all hidden inside conversations. -Joel Rico
Takeaways + Tactics
The true purpose of sales is to steer the clients towards what they want. Steering them anywhere before you know what they want is manipulation, and that should never be your intention. For you to find the opportunity within a conversation, rapport, open-hearted listening and influence are necessary. Most agents go into listing appointments with a dichotomy - it’s either a yes or a no, but this mindset makes you miss opportunities. Your intention should be to facilitate a conversation, and through it the client will provide a solution and an opportunity.
What will the biggest social media shifts and changes be in 2017? How can agents leverage them to grow their businesses? On this episode we discuss social media planning for 2017, and answer questions from viewers.
Micro-content is your bait and it’s at the top of your marketing funnel. -Greg McDaniel
Takeaways + Tactics
Social media is an important awareness building tool, but it’s not a substitute for picking up the phone and calling somebody. Use it to deepen the connection and the relationship that you have with people so they can become clients. Use Facebook and Youtube as platforms to showcase your knowledge and skills, and short form platforms for entertainment and brand building. Use them the right way and they will boost the impact of your long form content.
Anyone can sell 200-300 homes per year, so why do most agents struggle? Real estate coach, top producing agent and fellow podcast host Marguerite Crespillo joins us to share practical steps we can all take to be more successful agents.
Marguerite shared her views on how new agents should be brought into the business, with an apprenticeship program and a reduced commission for the first 12 transactions. She also explained that both sides need to have the training checklist so the mentor and new agent don’t sign off till they both agree that the new agent is fully trained and prepared to work a deal on their own. This would prevent most of the quality issues we see in the business today.
She explained that if you’re new to the business and your broker or team doesn’t have this structure in place, you can still reproduce this by pitching an experienced agent by offering to give them a split of the commission in exchange for an apprenticeship.
Then we tackled the issues of expansion, and Marguerite shared her views: “There’s a big thing going on right now that’s somewhat scary, which is the whole mega agent thing.” She explained that expanding into a market you don’t really know and understand in exchange for generating leads and coaching the agent doesn’t serve the agent, the broker or the consumer. This also affects how teams recruit, which is based entirely on whether an agent has done a few deals with no attention paid to HOW the agent handled those deals and if they’re really good at handling transactions.
Next we dive into why agents struggle, including the perception that agents don’t need to work hard. “The agents who are in that top 10% are the people who get up, show up and dress up...Those people do well. If you’re not willing to do any of that, you will always struggle.”
Marguerite went on to explain “Anyone can sell 200-300 homes, but are you willing to do the work associated with that? Are you willing to sacrifice?” She gave a terrific example of an agent she recently interviewed who is a single mom and built a successful business that allowed her to be off at 3pm to pick up her kids. “So what do you want your life to look like first, and then build your business around your life.”
We finish up the interview with the power of saying NO. It’s critical to know your goals so that when unrelated opportunities come up, you can confidently say NO and focus on the things that directly help you reach your goals.
If you want to stop struggling and start succeeding in real estate, start by looking at your personality and what you’re willing to sacrifice to build a successful business. Anyone can succeed as long as you Get Up, Show Up and Dress Up!
Marguerite Crespillo is the Owner of Realty First, a 20+ year veteran of the business as a high-producing agent, team leader and broker. Marguerite is also a John Maxwell Certified trainer and founder of MasterClass Real Estate Academy. She hosts a podcast called Real Estate Real World. Listen to the podcast and learn more about Marguerite at http://www.margueritecrespillo.com/.
Click here to download your free PDF, Greg’s Favorite Scripts, featuring scripts for buyer and seller lead follow up, price reduction and objection handler scripts and much more.
This special audio episode features Aaron Wittenstein, KW agent in Westchester NY and founder of the popular Facebook group Lead Gen Scripts & Objections.
Aaron and Greg talk expired listing prospecting, which makes up around 40% of Aaron's business, and do some live role play, including a section where Greg plays a "Jerk" expired listing and Aaron overcomes the objections to set the appointment.
Here's what we covered so you can jump to the section that most interests you:
[1:45] Aaron's early years in real estate and breaking into a new market in New York with Expired's
(Aaron got ZERO results in the first 3 months, and then exploded with 8 listings in the next month)
[3:30] The origins of the Lead Gen Scripts & Objections Facebook Group
[7:14] Why Expired's are still 70% of Aaron's listing business while he expands into FSBO's, probate and referrals
[10:25] How Aaron knows that every "NO" he hears is worth $287
[11:41] Why follow-up is more important to taking Expired listings than scripts
[13:35] LIVE role-play of an Expired follow-up call with Aaron and Greg
[15:55] The closing script Aaron ALWAYS uses and why he doesn't follow the conventional wisdom of giving two appointment options
[17:50] Role-play of an initial Expired call
[21:35] Role-play of a JERK homeowner on an initial Expired call
[24:00] Psychology of an Expired seller and getting past the initial resistance
[28:55] Pre-qualifying scripts an Expired for an appointment, and using one key script to get an instant read on their DISC personality profile and adjust how your communication
[32:50] Aaron's method for getting seller's more realistic on price, and Greg's "Three-Price Method" script for talking price and reading their personality at the same time
[36:05] How Aaron sets expectations with seller clients to set up price reductions, and why he refers to reducing price as "modifying the price," a HUGE tip on phrasing
[39:03] "You don't have to be better than anybody, you just have have to be more consistent than everybody."