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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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Feb 15, 2017

Being a realtor is the true sense of being on demand. With that comes the risk of always being in selling mode. How do you shift from selling to compelling, and what’s the 3-step process of becoming a friend to a client? On this episode, Shirlene Reeves shares her perspectives on making the sales process easier for you and the prospect.

Know the words your clients want to hear, step in with them, and become a friend before you sell. -Shirlene Reeves

Takeaways + Tactics

Shift out of the script: think of other people as friends and human beings, not prospects.

It’s important to discover your personality type in relation to sales, and use that to relate to other people’s personalities.

When you work with first-time buyers, anticipate the difficulties that will be caused by their inexperience.

At the start of the show, we discussed the power of compelling instead of selling, and Shirlene gave us her background and shared how she developed her course. She went on to share the sweet spot when it comes to who you should sell to. She also gave her insights on scripts and cold calls, and why they don’t always work. At the end of the show, she gave advice on preparing yourself to get interviewed on camera.

Shirlene also shared on;

  • Using public speaking as a way to market yourself
  • Why scripts make you inauthentic
  • How to interact with people on a personal level, not as prospects
  • How to think bigger than yourself to get a referral
  • How to limit rejection by becoming a friend

Agents make the mistake of trying to sell everyone. - Shirlene Reeves

When you get into a script you’re no longer authentic, and you’re no longer a friend. -Shirlene Reeves

Working with heart is knowing exactly who you are in sales, taking what you learn about yourself, and moving it towards working with other people. Do this by taking “I” out of your day-to-day, and constantly pivoting conversations back to them. Being willing to have conversations and make it less about yourself eliminates rejection and limits objections. Become a friend before you try to sell.

Guest Bio-

Shirlene has been working with entrepreneurs and small business owners, with 20 employees or less, for over 30 years.  She built her own nationwide business from zero to millions, with 23,000 independent contractors working by her side. As the CEO of Maximize Your Wealth Now, in business, finance, family and lifestyle, Shirlene educates small business owners and entrepreneurs on the intricacies of compelling clients to work with you and shares the secrets to her own business income success by omitting common sales tactics. Go to www.massivevisibilitymedia.com for more information.

Feb 15, 2017

Content keeps you top of mind. What medium can you easily leverage to show off your expertise, and inject with personality? How do you go about building and executing your strategy? On this episode, Gene Volpe shares his marketing insights, including the tactical side of Facebook ads, and the strategy for getting your message to the right people consistently.

Marketing is about starting a conversation and turning that into “how can I help you?”. -Gene Volpe

Takeaways + Tactics

It’s good to know the numbers about how often you should post, but it’s more important to know YOUR numbers.

Your social media content has to bridge likability and credibility. Be fun and relatable, but still put yourself out there as the expert.  

Realtors either fail to ask for business, or give a compelling answer about why the client should choose them.

At the start of the show, Gene shared some tactics for using drone footage to market an area, and leveraging them with Facebook video advertising. Next, he gave some insights on building a strategy from the ground up, and the importance of being in your own bubble. We went on to talk about the power of video, and why you should be using it to showcase your expertise.

Gene also shared insights on;

  • How many times you need to post and why it has a lot to do with your audience
  • Why you need to work within your own bubble
  • Using video to consistently get your message out
  • The importance of being who you are
  • How to bridge likability and credibility using video content

Without video you’ll lose future traction for your business. - Greg McDaniel

You have to run your content off of what your audience wants. Push the limit and tailor towards what they're telling you they want. -Gene Volpe

Video content allows you to position yourself as an expert, and an interesting person to get to know. How you craft your content influences how top of mind you are. How you well you execute that content relies on how much you listen to your audience. Follow the viewers - operate in your bubble by letting audience response influence your content strategy. Put things on video, people will be attracted to who you are.

Guest Bio-

Gene Volpe is the founder of GVI Media (formerly Your Real Estate Concierge), speaker and local marketing expert. He has over 9 years of experience in the marketing arena. He is also well versed in the real estate field including buying, selling, renting, marketing and consulting on over 200 real estate transactions. He is an expert in brand establishment and elevation and remains on the cutting edge of real estate marketing with a hard focus on video and social media. Go to http://www.genevolpe.com/ for more information.

Feb 14, 2017

Agents can live fulfilling and successful lives on 36 deals. What’s holding you back from scaling up or maintaining? Are you self-sabotaging yourself because you’re bored and unchallenged? On this episode, coach Hank Avink gives us insight into helping agents build a better life with their business as an engine, not a stressor.

Increasing your sales price is a goal based on the types of clients you work with, the areas you market into and the motivation of the people you’re working with. -Matt Johnson

Takeaways + Tactics

Everyone fails - it's only a matter of time. What counts is how quickly you get back in the game.

You’re going to get bored selling real estate. Start building systems in your business so you're not having the first year in real estate over and over again.

Is your default Telling or Asking? Train yourself to ask questions rather than make statements.

At the start of the show, Hank talked about teams and why they aren’t suited for every agent, and we talked about the connection between boredom mastery and success. We also shared on what is needed to increase your sales price by 10% each year, and focusing on what’s bringing in clients. We went on to share insights on the difficulties of partnerships, and using massive action to grow and improve.

Hank also shared on;

  • Why some agents have their first year of real estate every year
  • Why agents self-sabotage to get the adrenaline rush of bailing themselves out
  • The importance of recognizing what you’re running from when you want to bring in a partner
  • Teams, systems and controls: the 3 legs of the stool
  • What you need to increase your sales price by 10% each year

Imperfect action is better than perfect inaction. -Hank Avink

It’s difficult to find people that are as aligned values wise, and happen to be in the same part of their life, where you’re going in the same direction. -Matt Johnson

Many agents feel like every year is their first year in real estate, because they can’t predict their business. Without the 3 legs of the stool - a team, systems and controls, it’s impossible to build something sustainable and scalable. Get into massive action, it’s better to make mistakes, and fix them as you learn. Outwork your learning curve by converting your quantity into quality.

Guest Bio-

Hank is the Founder and Head Coach of National Coaching League. He is also a realtor in the Kalamazoo, Portage, Richland and Schoolcraft area. Find him on Facebook to get in touch about coaching.

Feb 14, 2017

 

An agent who specializes in nothing, can’t master anything. Why is it so important to carve out a niche for your business, and be specific about your vision? In this episode, growth strategist and marketing expert Bethany Cummins goes deep on mistakes agents make, opportunities they miss, and tactics that make a difference.

If you’re not repelling the people you don’t want, you’re probably not doing a good enough job attracting the ones you do want. -Matt Johnson

 Takeaways + Tactics

A lot of agents mistakenly think they’re meant to be marketing properties and houses, but they actually should be marketing themselves.

If people can’t be friends with you, they won’t want to buy a $3-5 million dollar home from you.

Even though you have flexibility, you still need to treat the job like a business and have a schedule.

Be realistic about what you know about a demographic and whether you’re the best person to serve it.

At the start of the show, Bethany shared the biggest mistake she’s observed in agents, “people think they’re meant to be marketing properties, but they actually should be marketing themselves.” Next, we discussed the problem with being an agent who takes any job and works with anyone. Towards the end of the show we shared perspectives on going after the luxury market, and why it’s important to work your way towards it.

Bethany also shared insights on;

  • The days and times to door-knock
  • How to reach out to and touch base with clients in a non-obnoxious way
  • The root of the “I don’t want to specialize” mindset
  • Why it’s important to repel the wrong people if you want to attract the right ones
  • What agents get wrong about the flexibility the job offers

You’re in the wrong industry if you need to be told what to do. -Bethany Cummins

People miss the opportunities of their day-to-day lifestyles. Bethany Cummins

An agent is only as good as the structure they set for themselves within the freedom of the job. A lot of what causes the limitations is being too comfortable in the minimalistic mindset and a fear of lack. If you truly want to attract the clients you want, specialize. If you want to achieve your goals this year, come up with a specific vision and build the structure behind it.

Bethany is a Senior Account Executive at Pacific Coast Title. Go to http://pct.com/  for more information.

Feb 13, 2017

 

Building name recognition gets you the trust factor in prospecting. What high-tech and high-touch tactics help you establish it? How do you inject your farming with the right data and knowledge to boost your chances? On the first episode of 2017, we take on audience questions, talk about luxury real estate, feeder markets and Facebook Live techniques.

If you’re going to make an offer to someone, the more things they have to believe in order to work with you, the worse your offer is going to do. -Matt Johnson

 Takeaways + Tactics

You must like the area you’re selling in because it will come through in your prospecting.

Start your prospecting with your database, so you don’t have to overcome the personal trust barrier.  

Turnover rate = total number of homes in a farm, divided by total number of homes sold in that farm over the last year.

Success in the luxury market depends on your willingness to spend or charge more on the front-end to have great videography, photography and staging.

At the start of the show, we answered audience questions about the legality of referral fees, and handlers for a seller who doesn’t want to sign a listing agreement. We also shared on the high-tech and high-touch methods that are necessary to succeed in geographical farming. Towards the end of the show, we talked about overcoming the trust factor by starting with your database when it comes to prospecting.

We also talked about;

  • The three aspects to consider for door knocking
  • Turnover rate and how it influences your results in farming
  • Market dominance and finding an area that doesn’t have high competition
  • Low, medium and high price markets and how they feed into each other
  • How to build up your name recognition to get trust
  • How to stop letting the numbers hinder you in luxury real estate

Farming is a process that takes about 18 months to really start paying off. - Matt Johnson

Your database may know that you’re new, but you don’t have to overcome the personal trust barrier with them. - Matt Johnson

Getting a winning offer comes down to building trust so that a client believes in what you say. In farming, you do this by showing community knowledge and expertise. You make that even more successful in a high turnover location that doesn’t have a dominant agent or team. Most importantly, you must like the area so your interest, passion and knowledge oozes in your communication.

Feb 12, 2017

 

 

Seeds of success are planted before action. Are you mentally aligning yourself with achievement? Do you envision success at a high level before you even pick up the phone? On this episode, guest Jonathan Kirk goes deep on the power of positive energy and visualization, and how these filter through to his hand dialing success.

If you’re not psychologically on point, you will not be successful on the phone. -Jonathan Kirk

 Takeaways + Tactics

A successful prospecting session is 3-5 nurtures with a goal of 1 appointment set per day.

A good nurture is someone who wants to sell anytime from 30 days to 12 months out.

When the vibe is right on the phone with a prospect, ask for referrals to someone who is LIKE them who might need your help.

At the start of the show, Jonathan shared his background and why he chose hand dialing. He also revealed the mindset that leads him when it comes to making calls. We went on to share how to make it easier to visualize, and how this makes failure impossible. Jonathan also talked about the importance of making your work time as productive as possible, and towards the end, we shared the importance of reading books. “If you don’t have time to read, you don’t have time to succeed.”

Jonathan also shared insights on;

  • The dramatic shift he experienced when he started planning more
  • Who should use a pre-listing package and what to put in it
  • What to visualize when you’re calling clients
  • How to learn whether people are making decisions based on logic or intuition
  • The importance of feeling out a vibe
  • Mirroring and matching the prospect

If I get a good inclination that I’m going to list and sell the property, I’m going to dial that person first. -Jonathan Kirk

If you don’t see yourself succeeding, you’re already setting yourself up for failure. -Jonathan Kirk

A balance in all aspects of life leads to an abundance in your business life. Don’t let conflict and stress affect your physiology, because it impacts the mindset you apply to your work. Success starts in the mind, and we make failure impossible when we constantly envision good things. If you have problems seeing yourself succeed, simplify the vision so action becomes inevitable. Remember you WILL succeed, it’s just a matter of which phone call it’s going to be on.

 

Guest Bio-

The Kirk Home Group is among the fastest growing Real Estate teams in Baltimore, MD because of two things: They listen to clients, and love what they do. Email jon@kirkhomegroup.com.

Feb 12, 2017

When you’re setting up your schedule, why is it crucial to uphold your prospecting time? How do you communicate this to clients for clear boundaries? On this episode, we share insights on these questions, talk about success with expired leads and working with ISAs.

Protect your prospecting time like you protect your listing appointments. That is your money. -Greg McDaniel

 Takeaways + Tactics

If you’re not expecting to take the listing the first time, it’s okay to get appointments that aren’t solid because you just want to get face time with the seller.

To succeed with expired leads, you need the skills to make calls. New agents can’t acquire them quickly enough to make it work.

You need to do lead gen to the point where you feel you have a pipeline going, so you’re not roped into overcommitting.

At the start of the episode, we shared on ISAs and how they are connected to an agent’s listing appointment structure. Next we talked about the importance of protecting your prospecting time and communicating that to clients. We went on to share the struggles that new agents can face with expired leads, and lead gen plans going into the new year.

We also shared on;

  • The necessity of protecting your prospecting time
  • What it takes to succeed with expired leads
  • Using lead gen to create a steady pipeline of clients
  • How to control clients and set up boundaries


If you go into listing appointments with the expectation that you have to come out with a signed agreement, you are setting yourself up for failure. -Matt Johnson

The more you fail, the more you will inevitably succeed. -Matt Johnson

 The way you deal with clients is subconsciously affected by your lead gen. If you don’t have a steady pipeline of clients, you operate under the fear of rejection and possibly losing a client. To solve this, stick to your prospecting schedule, so you don’t get roped into doing things you wouldn’t do if you had that pipeline. People will only know what you tell them, so the secret to controlling clients is establishing the boundaries that protect your prospecting, early in the relationship.

Feb 11, 2017

What is the difference between the engine of your business and profit maximizers? How do you move yourself up the ladder, and do what makes you the most money? On this episode we talk goal setting for the year ahead, and the questions we’re asking ourselves as we gear up for 2017.

When a goal is crystal clear in your mind, it releases the energy to pursue. -Matt Johnson

Takeaways + Tactics

Review your goals constantly and consistently, it gives you the energy to take massive action.

It’s important to feel the pain of not hitting goals, but equally important to celebrate milestones and feel the pleasure of achievement.

Ask yourself what the highest, most valuable and most leveraged use of your time is, and do more of that.

At the start of the show we talked about overcommitting, and how goal setting can help with clarity. We also shared on the importance of having an engine for your business, and how that connects to your lead gen pillars. We went on to talk about leveraging your time and skills more efficiently. Towards the show we talked about rewards and milestone celebrations.

We also shared on;

  • How to inspire yourself to take massive action
  • How to do less of the tasks that don’t make you the most money
  • 90-day goals and how to connect them to rewards and milestones
  • Why it’s important to have a clear life plan and how to build your business into it

Make a list of things you don’t want to do, that don’t make you money and start cutting them out. -Matt Johnson

We don’t have a boss kicking us down but that also means we have no one patting us on our backs, and that can be lonely. -Matt Johnson

Clarity is an important factor in goal achievement, and that applies to lead gen and business planning. Figure out your one thing and optimize until you reach the point of diminishing returns.  If you build a business around a core, predictable engine you also give yourself room for profit maximizers. Revisit goals regularly and remember to celebrate milestones.

Jan 16, 2017

What tactics, skills and practices helped Brandon Fink and Jonathan Tager make 91k in 90 days? How did marketing play into this success, and how do they go about creating, testing and running Facebook ads? On this episode, we go into detail about marketing best practices, tonality and the skills required to attract clients.

People forget that the ability to generate a new client is a skill. -Matt Johnson

Takeaways + Tactics

  1. People often miss the importance of putting “click here” and “learn more” on their ads.
  2. A lot of people get into real estate without thinking about the skills they need to attract clients.
  3. Brandon and Jonathan found a great opportunity by getting people under contract, and referring them to a builder - without having to meet with them.

On this episode we discussed:

  • Sprucing up a marketing plan for sellers
  • The average day for Brandon and Jonathan
  • The importance of being clear and concise in your ads
  • Cutting your pay-per-click cost with exclusion
  • The opportunity Brandon and Jonathan found with new home builders
  • The importance of tonality

Some of the biggest opportunities come our way through identifying annoyances or inconveniences. By acquiring and nurturing the skills you need to attract clients, you can start seeing solutions in everyday problems. These skills will filter through to you how you write for ads. If you’re really good with your words, people can hear your tonality in what you write, and that makes your communication more impactful.

Guest Bio

Brandon and Jonathan focus on quality of service and excellent performance with each and every client. Go to http://viewtriadhomes.com/ for more information or follow Snap-Tag on Snapchat.

Jan 15, 2017

What is numerical visualization? How can agents get over the pain of prospecting and focus on the rewards? On this episode of Real Estate Uncensored, we talk accountability and it, not numbers, to stay focused and motivated. Our guests Aaron Wittenstein and Pasquale Scopelliti provide insights.

It is painful to invest and make effort. There is a painful discipline you have to make yourself go through before you get addicted to the reward. -Pasquale Scopelliti

Takeaways + Tactics

  1. We don’t equate learning with the necessary failing and we don’t bridge it to figure out the lesson.  
  2. A new person has to go through the learning curve of overcoming the pain of activity, because they start with a greater measure of pain than joy.
  3. There is no need to modify a script for the holidays, why modify something that works?

On this episode we discussed:

  • The consistency and activity necessary to succeed in prospecting
  • Holding yourself accountable without focusing on the numbers
  • Our emotional connection to numbers
  • Analyzing failure and numerical visualization

Some people don’t need numbers to smack them on the head because they can keep themselves accountable. Having extraordinary, focused, disciplined accountability comes down to understanding that the activity might be painful, but the joy of the end result is far more attractive. It’s important to analyze everything you do, including your failures.

Guest Bios

Pasquale is a highly experienced advisor and consultant who has worked with some of the world’s most successful businesses and executives since 1993,  after starting a business coaching small business owners in 1987. Pasquale is a self-proclaimed consigliori and he specializes in management and recruitment consulting. He has also written a book called The Switch, which is available for download on his website. For more information on his work go to theconsigliori.com

Aaron is a full-time, full-service Realtor, whose expertise as a seasoned real estate agent gives him a well-rounded background that will benefit a first-time home buyer, a home owner veteran, investor, or a returning client. His qualifications include 15+ years of fast-track sales experience in diverse business environments, with 12+ years in real estate. Having been fortunate to work under multi-million dollar producers, he has extensive knowledge of the real estate business which will fully maximize his clients’ satisfaction.

Jan 14, 2017

Content is key in building a dominant brand, but why does it give agents a pause? Why do agents need the servant mentality and good personal brands to overcome this reluctance? On this episode, Chris Craft shares his expertise on brand building, and the intersection of front loading content and being transparent.

Show boundless experience and knowledge by front-loading your brand with online content, and letting that be your face. -Chris Craft

Takeaways + Tactics

  1. Your personal brand is your God given identity put on display.
  2. Good content doesn’t only come in written form, it can also be video and audio.
  3. The audience you attract becomes a huge part of how you communicate going forward.

On this episode we discussed:

  • How to be more persuasive when you’re young and new to the industry  
  • How to show your knowledge by front-loading your brand with content
  • The pre-eminence strategy and risk reversal
  • Personal branding and how that differentiates you

A lot of sales problems are solved by having the servant mentality. It’s even better when it perfectly intersects with front-loading brand content and transparency, so people know what to expect. Mentality comes through in everything you say and do, and when your personal brand boosts your expertise, you create a better context for client relationships.

Guest Bio

Chris Craft is a Christian, husband, father, author, speaker, and founder of Nao Media. Craft approaches all things, including his writing projects, from a Christian worldview. He writes on faith, gratitude, marketing, and business. Chris and his team at Nao Media have branded, marketed, and strategized for real estate professionals with much success. His new book, The Foundation: Branding for Successful Real Estate Professionals, is available for purchase now. Go to craftwrites.com for more information or craftwrites.com/marketing for marketing content.

Jan 12, 2017

What is the secret to mastering the 18-month lead nurture cycle and why does it lean so heavily on technology? How does it influence the relevance of agents? On this episode, guest Jesse Passafiume gives us insights on digital handshakes and “no lead left behind” platforms. Learn about how these benefit both relationship based agents and portal based agents.

If you want to be a relevant agent you have to get on that 18-month cycle and figure out how to manage it. -Jesse Passafiume  

Takeaways + Tactics

  1. Most of the magic takes place in the 12-18 month period after you generate a lead.
  2. Make your profile photo and description consistent across social platforms.
  3. Don’t get obsessed with pro-quality on social media - authenticity often beats professionalism.

On this episode we discussed:

  • Building multi-platform customer journeys with digitization
  • The 12-18 month tail in lead nurture and how agents miss opportunities
  • Digital handshakes and combining high-tech with high touch
  • Building a volume knob in your lead platform
  • The relationship between tracking and conversion rates

Just because someone isn’t planning to make a move in the next 3 months, that doesn’t mean they’re a worthless lead. To make sure no lead is left behind, you need to leverage with digitization and systems. This will allow you to create multi-platform customer journeys, and harness the magic of the 18-month lead nurture process. Lead with the willingness to provide value and take pride in that, because leads reveal themselves through those conversations.

Guest Bio

Jesse is a real estate finance executive who is obsessed with using technology to improve experiences. His career has provided a unique opportunity to manage, coach and observe over 2,000 originators in the referral and consumer direct markets. He believes that in order for our industry to thrive, consumer direct competency and hyper local service must be combined.

Dec 20, 2016

The difference between a listing selling in one weekend and selling in months, lies in the pricing, the marketing and systems put in place by the agent. What is the system that can help you sell 100% of your listings, and how does prequalifying your clients help this system succeed? We discuss this with today’s guest Amy Broghamer.

When you price it right and prepare it for market, there’s very little marketing that has to be done other than great photos and a great virtual tour. -Amy Broghamer

Takeaways + Tactics

  1. If you put the wrong client into the right system you’re going to get bad results because it’s not built for them.
  2. Make the client a part of the pricing analysis process. They’ll believe in it and engage with it even more.
  3. There’s the value that a home is worth, but there’s also a strategy which is pricing it properly so that you’re getting more buyers and those buyers compete for the property.

On this episode we discussed:

  • Why pricing and strategy are necessary when it comes to selling all your listings.
  • Prequalifying clients and serving expectations
  • Amy’s system for delivering her strong results
  • Marketing the home and attracting buyers

When you have a system in place for delivering specific results, it functions by having the right clients. It’s necessary to prequalify clients to make sure they are a fit for the system, and to set expectations from early in the relationship. When this is done, and the property is priced right and prepared for the market, there’ll be competition and serious buyers will make offers.

Guest Bio

Amy is a Realtor based in Cincinnati, Ohio. Her selling background is one of her major strengths as a realtor, along with her ability to be direct and honest with her clients as well as caring for their needs as she guides them through what can be an overwhelming time in their lives. Go to  http://amybsells.com/ for more details.

Dec 17, 2016

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

  1. The number one rule of marketing is, do what's working - find what's working for you and do more of it.
  2. The client will always give you the solution - if you listen.
  3. When we let the client be in charge of the style of the conversation, they'll usually let US be in charge of the content of the conversation.

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.

Guest Bio

Joel is an engineer, agent and coach. He is the founder of The Truth About Sales. The Truth About Sales is a workshop focused on empowered human communications; How people listen and speak with each other, and how people make decisions. Go to joelrico.com for more information.
Dec 15, 2016

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

  1. If you’re doing active lead generation, social media is a great way to supplement that. It’s not going to replace the need to reach out to people and gain their trust.
  2. Platforms like Snapchat and Instagram are good for branding purposes and entertainment. You will still need a long form platform to show your expertise to people.
  3. For millennials 2017 will see an increase in the importance of ratings and user generated content. There will also be a decline in use, or a move towards specific platforms.


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.

 

Dec 13, 2016

What does the average day of a productive agent look like? How can you leverage the quality of service you give to get more referrals? On this episode of Real Estate Uncensored, we answer these questions and provide an important tip about agent confidence.

I’m not afraid of having a conversation doesn’t end in me getting the business. -Matt Johnson

Takeaways + Tactics

  1. Use your database as an army of people with great things to say about you.
  2. When you’re not afraid of the fact that a client might not need your service at that time, it gives you confidence.
  3. When you’re able to have a high level conversation with clients, beyond the nuts and bolts of what you do, you gain trust.

It’s easier to nurture a referral than it is to nurture a lead. When you do your job well and really provide value, getting that referral is as easy as setting the expectation that your good service makes you referable. When you can confidently have high level conversation without obsessing over the outcome - this will make an impact.

Dec 6, 2016

What did it take to make the move from football coaching to running a real estate business closing $53 million? What systems help you start strong and how do bring your value proposition? On this episode we discuss this with Kelly Cook, and also talk about the challenges of expansion, and how he broke into the business with short sales.

Some of the high price point and high PPC cost areas are some of the hardest to expand into, and they are the most in demand. -Matt Johnson

Takeaways + Tactics

  1. Sometimes 10 $1 million dollar homes are better than 1 $10 million home. Luxury doesn’t mean a bigger check, it potentially means more money out and not in.
  2. It’s important to teach agents skills that will propel them down the road.
  3. Down the line, teams are going to start being more dominant than brokerages.
  4. People only see the success, not the trade-offs that have to be made to get there.

On this episode we discussed:

  • Kelly’s team set up and how he got started in the business, starting from being a football coach
  • How Kelly leveraged the position he was in with short sales, and his farming system
  • Lead generation levers on his team
  • The challenges people face in expansion

Our three big value propositions are coaching and training as well as systems and leads. Leads are third for a reason. - Kelly Cook

Luxury doesn’t mean a bigger check. It potentially means bigger checks out and not in. -Greg McDaniel

A multi-faceted, multi-layered approach helped Kelly Cook close $53 million in volume. What got him there was the willingness to do the unsexy, unfun and unseen aspects of the business. It’s also important to be clear on your purpose for expansion, because many agents become obsessed with the higher dollar, higher demand locations. Sometimes the best decision you can make is expanding into areas that aren’t as sexy as the NYCs and LAs of the world. In many cases, 10 $1 million dollar homes are better than 1 $10 million home.

Guest Bio

Kelly is the leader of Kelly Cook Homes. His personal experience as a student athlete & collegiate football coach has provided valuable insight and experience that propelled him in the real estate industry.  As a student-athlete, Kelly played football at the University of Nebraska, participating on the offensive side of the ball at both Quarterback and Wide Receiver. During his tenure at the University of Nebraska, Kelly competed in two BCS Bowls, one Conference Championship game, and one National Championship game. After the conclusion of his football playing career and graduation from the University of Nebraska, Kelly served on the coaching staff at Nebraska and Ole Miss. In 2005, Kelly decided to take the skill set he acquired competing in collegiate athletics and apply it to the real estate industry here in Arizona.  Leadership, integrity, and work ethic are the core competencies of Kelly Cook and the Kelly Cook Real Estate Group. Go to kellycookhomes.com for more information or call 480.442.9868
Dec 2, 2016

If we could go back to when we got started in the business, what would we change and do differently? What lessons have we learned from our experiences? On this episode of Real Estate Uncensored we discuss early mistakes and the lessons they gave us.

I would have gone into the business without an ego. I would have listened to advice from industry leaders and gone to find a market place that looked like me. -Greg McDaniel

Takeaways + Tactics

Telling clients saying “I’m going to be available 24/7,” isn’t even a competitive edge because everyone says it, and you can’t even follow through on it.

Humble yourself enough to ask for help. The fear of looking stupid can stop you from moving forward.

Partner with an agent with a similar mindset but is further along the path so you can learn from them.

 

On this episode we discussed:

  • How to deal with neighbors trying to sabotage a listing
  • Nurturing leads and the importance of follow up
  • Ego, pride, fear and other negative mindsets that hold you back
  • Bringing value and having faith in your path

Key Quotes 

Not seeing the dots connect shouldn’t stop you from moving forward. -Greg McDaniel

Release ego, pride and fear. The unwillingness to look stupid holds you back. -Matt Johnson

 

The things that get in the way of success have a lot to do with mindset. Ego, fear and pride are examples of this. Use your mental mechanics to keep your mindset right and lead with value. Even when you don't have clarity about the path you’re on, commit to action and have faith that the dots will connect.

Guest Bio
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.
Dec 1, 2016

What do fear, stress and anxiety tell us about our circumstances and more importantly ourselves? On this episode of Real Estate Uncensored, we discuss fearless intelligence, understanding your fear, managing stress and getting out of the negative fog of our own thoughts with Michael Benner.

Nobody ever hit a home run by thinking they don’t want to strike out. -Michael Benner

Takeaways + Tactics

Real leadership comes from empathy, and you can’t have empathy if you don’t know the truth of who you are.

We are our perceptions of the world, our behaviors, our emotional feelings and our thoughts. The fifth aggregate is awareness and it overshadows the other four.  

It’s important to recognize that fear isn’t a sign of danger, but an indication of the brain requesting more information.

On this episode we discussed;
  • how we live in a trance informed by our distorted realities
  • leadership and empathy
  • How to attract what you want, not what you don’t want
  • Fearless intelligence and equanimity

Key Quotes

The biggest fear in the world is “who am I?” -Michael Benner

What people call goals are usually attempts to avoid what we don’t want. - Michael Benner  

The peace and wisdom we need is already within us, but you need to let go of everything that is not love, truth and wisdom. -Michael Benner

 

The reason people don’t know what they want is they don’t know who is doing the wanting, so everything starts with knowing yourself. The first step to knowing yourself? Remember you are not what you think of yourself, but rather what you care about. You have the power to control your future, but fear makes us unaware and less intelligent. Ultimately, fear and stress are controlled by contemplation, meditation, relaxation and whether you let it hold you back or move you forward.

Guest Bio

Michael Benner is best known throughout Southern California for his popular talk radio programs. Since 1977, he has hosted news and talk shows on KABC-AM, KLOS-FM, KLSX-FM, KCBS-FM, KRLA-AM, and KPFK-FM. His KPFK talk show was the only radio program featured in the L.A. Weekly's "Best of 2000" issue. In 1987 Michael left broadcasting as a full-time profession to begin his own business, Personal Development Strategies. With offices in Glendale, he provides consulting and training to individuals, couples, and businesses

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.
Nov 30, 2016

What did it take to make the move from football coaching to running a real estate business closing $53 million? What systems help you start strong and how do bring your value proposition? On this episode we discuss this with Kelly Cook, and also talk about the challenges of expansion, and how he broke into the business with short sales.

Some of the high price point and high PPC cost areas are some of the hardest to expand into, and they are the most in demand. -Matt Johnson

Takeaways + Tactics

  1. Sometimes 10 $1 million dollar homes are better than 1 $10 million home. Luxury doesn’t mean a bigger check, it potentially means more money out and not in.
  2. It’s important to teach agents skills that will propel them down the road.
  3. Down the line, teams are going to start being more dominant than brokerages.
  4. People only see the success, not the trade-offs that have to be made to get there.

On this episode we discussed:

  • Kelly’s team set up and how he got started in the business, starting from being a football coach
  • How Kelly leveraged the position he was in with short sales, and his farming system
  • Lead generation levers on his team
  • The challenges people face in expansion

A multi-faceted, multi-layered approach helped Kelly Cook close $53 million in volume. What got him there was the willingness to do the unsexy, unfun and unseen aspects of the business. It’s also important to be clear on your purpose for expansion, because many agents become obsessed with the higher dollar, higher demand locations. Sometimes the best decision you can make is expanding into areas that aren’t as sexy as the NYCs and LAs of the world. In many cases, 10 $1 million dollar homes are better than 1 $10 million home.

Guest Bio

Kelly is the leader of Kelly Cook Homes. His personal experience as a student athlete & collegiate football coach has provided valuable insight and experience that propelled him in the real estate industry.  As a student-athlete, Kelly played football at the University of Nebraska, participating on the offensive side of the ball at both Quarterback and Wide Receiver. During his tenure at the University of Nebraska, Kelly competed in two BCS Bowls, one Conference Championship game, and one National Championship game. After the conclusion of his football playing career and graduation from the University of Nebraska, Kelly served on the coaching staff at Nebraska and Ole Miss. In 2005, Kelly decided to take the skill set he acquired competing in collegiate athletics and apply it to the real estate industry here in Arizona.  Leadership, integrity, and work ethic are the core competencies of Kelly Cook and the Kelly Cook Real Estate Group. Go to kellycookhomes.com for more information or call 480.442.9868

Nov 30, 2016

There a several marketing levers that can maximize database relationships and build brands. Events, networking and podcasting are three of these levers. What tactics can you apply to them to help you build credibility? We discuss this with guest Mike D’Ambrosio.

Once you start prospecting business through things you are interested in, you don’t feel like you’re working so much. -Mike D’ambrosio

Takeaways + Tactics

You might not be able to link a specific deal to your podcast, but consistent podcasting does replaces credibility issues with social proof.

Client events are a chance for you to touch base with people at multiple stages of the process.

Networking isn’t just about handing out business cards, it’s about building relationships. You can do so by being on industry boards and giving your time back to the community.

On this episode we discussed,
  • If doing open houses is working for free
  • Client events and how they boost your marketing
  • Podcasts and how they help you build your brand
  • Networking and giving back your time
 
Networking, events and podcasts are like any other piece of media, they destroy credibility issues. Frequency, volume and consistently being out there attracts people to the brand and that draws them into your world.  This gives you a chance to provide value at different stages of the relationship by giving a sample of what you do, and proving why you are different and better.

Key Quotes

You have to take people through the progression of not knowing you to knowing you. There’s a series of steps and you have to provide value at every step along the way. -Matt Johnson

Podcasts help you build the brand, and the brand attracts people and it can sometimes be that clincher that draws them into your world. -Matt Johnson

 

Guest Bio

Mike D’Ambrosio is a Real Estate Professional focusing on multiple aspects of real estate in the Silicon Valley. His specialties are helping clients buy and sell residential, commercial and development projects throughout the entire Silicon Valley. Go to http://mikesellssiliconvalley.com/ for more information and listen to his podcast here.

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.
Nov 28, 2016

Depending on who you trust for information, homeownership is the only path to wealth and security. But are we getting enough information to make informed choices about this big decision? On this episode of Real Estate Uncensored, we talk to real estate experts and co-authors John Agostinelli and Chris Michaud. They share insights on the real estate crash from inside the industry, and whether homeownership is the right path for everyone.

One of the main underpinnings of the economy is confidence. If we keep the confidence up, spending keeps going up. Bad things happen when confidence goes down. -Matt Johnson

Takeaways + Tactics

Agents have to educate themselves beyond what the media and vested institutions say about homeownership so they can better inform clients.

When people calculate the benefits and costs of home ownership, they rarely calculate the lost opportunity cost of the money that went to the downpayment.

When it comes to homeownership, don’t max out, buy about 80% of what the bank says you should.

On this episode we discussed;
  • The crash: what John and Chris learned from the inside and the disconnect between what the media was saying and what was happening.
  • Advice for real estate agents from John and Chris’ perspectives
  • The real estate industrial complex and the vested interest groups that are self-motivated to prop up housing
  • The truth about homeownership you won’t hear from the media
  • Recommended reading

Key Quotes 

Homeownership isn’t always a great investment especially if you take into consideration the operational and maintenance costs of the house. -John Agostinelli.

It’s been believed by the political class that homeownership is a good way to bridge the wealth gap. -John Agostinelli

People don’t look at homeownership as a business. They don’t look at it as an investment property but rather a consumer good, an expense and a way of buying into a lifestyle. If you follow the media, the message that is widely given to consumers is that homeownership is a path to wealth. However, there is more to this picture and it’s necessary for agents to be informed, so they can inform their clients of the best path for them. Be candid with your buyers, not just about the price of buying a home, but the costs too.
Guest Bio

John Agostinelli has over 25 years experience in banking and real estate industries having worked at the FDIC examining the causes of bank failure and managing foreclosures in Massachusetts, NH and RI. He is also a real estate investor, speculation home builder and rehabilitates properties which helps communities to recover from the blight and regression caused by distressed properties. He is a guest speaker, author, real estate expert witness and real estate investment coach.

Chris Michaud is a 30+ year veteran of the real estate business as a real estate investor, broker and industry insider with some lobbying experience at the state and national level. He’s a sought after guest speaker and author. He was a past state REALTOR President-elect, an investor coach and trainer of the RealInvest Profit System.

For information on Chris and John’s upcoming book go to easymoneyamerica.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.

Nov 26, 2016

When it comes to intensifying your sales approach and methods, how do you work from the ground up and how do you make sure you’re doing everything in your power to influence your own success? On this episode, we discuss the mindset, activities and considerations that make up a radical sales strategy with Lucas Barra.

Can you answer the question of what makes you better than or different from other people? -Matt Johnson

Takeaways + Tactics

Be comfortable with giving information for free, but be careful about what you give away. Make them understand that they can learn even more by working with you.

The response and verbage of someone who is committed is different from the verbage of someone who isn’t. There’s a big difference between saying, “I need to” and “I’m going to.”

Know who you are, understand how to leverage that, add the mindset and goals, then work on getting better daily.

On this episode we discussed:
  • The importance of gearing your sales conversation towards the buyer
  • How to get the mindset right for making your dreams come true
  • How coaches figure out how committed you are to achieving your goals
Key Quotes 

Solopreneurs lack someone who will tell them the truth and tell them from both sides. -Matt Johnson

When you’re not meeting your goals, your subconscious and conscious minds are not aligned. -Greg McDaniel

Commitment is key when it comes to excelling at sales. Coaches can identify through your verbage and language, whether you’re just interested or actually committed and motivated to do the work and make the changes. Attitude matters, and it is informed by what you say to yourself, how well you know what drives you, as well as knowing what makes you better and different from everyone else.

Guest Bio

Lucas is a blogger, founder and host of DreamChasers Podcast and a Sales Professional for Vistage International-The World's Leading Chief Exec Organization. Dreamchasers gives millennials the tools, resources, and inspiration to create a life of their dreams. Go to schoolofdreams.co for more info or email lucas@radicalsalescoaching.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.

Nov 25, 2016

On this episode of Real Estate Uncensored, we answered questions from viewers and tackled subjects like presenting your marketing activities to clients, changing scripts when you farm the same area, how to give a client what they value and paying for premium leads.

Value that’s not perceived isn’t received and it’s important to understand what someone perceives as valuable. -Matt Johnson

Takeaways + Tactics

If you’re spending up to $200 per lead, your follow up has to be fast because you might lose that person.

Set yourself apart from every other agent out there by listing the things that you can do above and beyond the standard activities.

People value different things, and as the agent it is your role to pre-qualify these things so you can meet the requirements.

 

On this episode we discussed:

  • The impact of hand-written letters and other personal touches
  • Setting yourself apart from other agents when you present your services
  • Handlers for a client who wants to wait to sell until after the holidays
  • Advantages and disadvantages of premium leads on platforms like Zillow 

Key Quotes 

Sometimes value is the feeling of you caring about the customer’s home. -Matt Johnson

Do the pre-work for the client. Know what the current market conditions are, and know the most likely buyer for their home. -Greg McDaniel

 
Most sellers don’t care how fancy your marketing is. They want to sell their house for the most amount of money, in the shortest period of time, at the least possible inconvenience. If you can provide this you will be a rockstar. That being said, remember that value is not the same for everyone. You’ll do your job well if you can learn what someone values and drive your skills towards helping them achieve that.
Nov 25, 2016

On this episode of Real Estate Uncensored, we answered questions from the Led Gen, Scripts and Objections group, and we also went into detail about the power of the abundance and growth mindsets, and how we personally adopt these in our lives and businesses.

You don’t want to interact with that client or lead as if it’s the only opportunity you’re going to get. -Matt Johnson

Takeaways + Tactics

Adopting an abundance mindset silences the fear of missed opportunities. Don’t treat every opportunity like it’s the only shot at success you’ll get.

Much of what we watch and read on the news draws from a scarcity mindset. Learn to filter this out and have greater control over your destiny by creating your own economy.

You won’t always have control of the quality of leads. But what is in your hands is your follow-up system and the pre-work you do to make people know and like you.

On this episode of Real Estate Uncensored we discussed;

  • Client communication and avoiding the feeling of service insecurity
  • How to handle the “I already know the value of my home” objection
  • The scarcity mindset vs. the abundance mindset
  • How to avoid absorbing a scarcity mindset from the news

Key Quotes 

Surround yourself with people with the growth and abundance mindset. -Matt Johnson

Replace words like I can’t, I won’t, it’s hard, I don’t believe, I’m a skeptic and I don’t like it with positive terms like I can, I am, I believe, it’s done, I can do it and I can do anything. -Greg McDaniel

It has been proven that the brain responds more to the negative than the positive. Positivity in the form of the abundance and growth mindsets help you overcome the negative. This is important when you face challenges and miss opportunities. If we let ourselves absorb a scarcity mindset, we limit ourselves and get in our own way to success.
 

Guest Bio

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.

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