What we see and hear activates the backs of our brains before it gets to the top of our brains where it makes sense. -Dr. Debra Dupree
People who hate salespeople think they are trying to convince them to do something they don’t want to do. How does this view differ from positive persuasion and influence? How do you overcome fear through self-awareness and emotional intelligence? On this episode, Dr. Debra Dupree shares on communication, emotional intelligence, and how to give prospects a sense of security when you talk to them.
Takeaways + Tactics
The more emotional intelligence you have, the higher and faster your career/business rises.
To be a more effective listener, remember the sounds of the BEACH: beliefs, expectations, assumptions/attitudes, concerns/challenges and hopes.
Before you take an action ask yourself how you want to feel on the other side of the decision.
If you don’t feel like you’re the expert be the student that shares.
At the start of the show, Debra shared her insights on the difference between coaching and consulting, and how to identify a person’s communication style through DISC profiles. Next we shared on the importance of overall emotional intelligence and how it connects to self-awareness and relationship management. She also shared on the different parts of the brain, how fear limits our cognitive function and the process for overcoming your own fears. We talked about methods to be a better listener, and how people can use audio and video to improve their communication.
Dr. Debra also shared on;
We can shift how we feel both mentally and physiologically, by shifting the direction of our thoughts. -Dr. Debra Dupree
Even if you know your stuff, unless you really practice how to apply it, it doesn’t really settle in emotionally. -Dr. Debra Dupree
When it comes to positive persuasion and even overcoming your own fear, awareness is half the battle. Once you know your physiological and emotional signs of fear, you can use reflection to identify the source of the feeling, and realize it’s just a sensation. This takes emotional intelligence. Awareness also serves you well in tailoring your communication to a specific person. The key is listening, looking at body language and knowing if the prospect is focused on the what, who, how or why. Remember to listen for the sounds of the BEACH, and also explore their fears, values and needs.
Debra has for years been fascinated with makes people tick, at work and at home. She became a therapist, a mediator, a professor and doctor of psychology. She is now a public speaker and author. To reach out to Debra and get her coaching materials go to http://relationships-at-work.com/ or follow her on Twitter @RTMCoach.
The big push in real estate is expansion by way of franchising an entire business system. How do you build something people would want to plug into? What are the pros and cons of buying into something? How do franchisees protect themselves, and franchisors provide value? On this episode, we talk to David C. Barnett who shares on business broker transactions, and the risks and opportunities involved in franchising.
The stuff that’s really awful happens when the franchisee puts themselves in the position where the franchisor has incredible leverage over them. -David C. Barnett
Takeaways + Tactics
Residential real estate is going towards a flat-fee menu of services, and more of a business consulting model.
If you shut down a franchise, a franchisor can actually sue you for the balance of royalties that would remain under the life of the agreement.
The most important thing to be clear on when it comes to franchising is how easy your exit would be.
If the first 4 or 5 franchisees are out-of-the-park successes, everyone after that will look at them as the model.
At the start of the show, David shared how he got started in his career and what he learned about business. “Real world, main street, small family businesses don’t operate the way big corporations do.” Next he shared how he uses YouTube to put out valuable content, “the most important thing is putting out something that is quality - algorithms track behavior.” We also discussed the franchising push that is happening in the real estate industry. We shared on how the franchising model works in the hairdressing industry and towards the end of the show, we discussed how to create something people would want to plug into.
David also shared insights on;
Part of marketing is you’re trying to put something in a box that people understand. -Matt Johnson
It’s easier for a buyer to buy a business, than it is to buy a business and build it at the same time. David C. Barnett
When you buy into a franchise, you might not be getting a business, but leasing one. If you want to use someone else’s well-tested rulebook, franchises can be a great model. You just have to look at what exactly you’re paying for, the risks involved and how the rules can change down the road. Protect yourself by getting into something that has a reasonable exit for you, and maintain good franchisor-franchisee relationships. Remember once you’ve invested, you’re committed.
David started a finance consulting practice in 2006 began brokering the sale of companies in 2008 and bought a Sunbelt business brokers office in 2009. He arranges financing for hundreds of start-ups, acquisitions or expansions. He is also the author of three best-selling business books; 'Invest Local: a guide to superior investment returns in your own community,' 'Franchise Warnings: What you really need to know before you buy' and 'How To Sell My Own Business: A guide to selling your own business without paying a broker's commission. Go to davidcbarnett.com for more information.
Agents look for clarity, predictability and consistency, but they make their systems too complicated to execute. What does this mistake cost them? Why do objections require curiosity to figure out what’s truly behind them? On this episode, Wayne Salmans goes deep on effective script delivery, overcoming objections and the importance of simplicity in systems.
How do you keep growing the business without growing the complexity, the time you put in, and taking on more and more mental burden? -Matt Johnson
Takeaways + Tactics
When you go into the listing appointment, enroll the seller into the conversation, and make watching the market one of your value propositions.
Dig deeper: the objection is never the objection, there’s always something else.
The reason agents face interruptions and objections in prospecting is a failure to mirror and match the client’s communication.
At the start of the show, Wayne shared his life story, and we answered audience questions about dealing with objections. Next, we talked about the importance of enrolling the seller into the pricing conversation, and why you have to dig deeper when you get objections. We also shared on the power of mirroring and matching, as well as the powerful method Wayne used to find his big WHY. We discussed the biggest mistake agents make when it comes to their systems. Towards the end of the show, we talked about handling objections about your commission.
We also shared insights on;
Delivering your script effectively with your body and tonality is going to be a game changer. -Greg McDaniel
Databases are important but agents make them so complicated no one can run them. -Wayne Salmans
Succeeding with your database starts with building a system that is so simple you can actually execute it. It’s also important to stop booty calling your database, it feels weird because it should. Build consistent communication into your system in a simple way. You only need four reasons a year to call your database - invite them to events, check on their needs and touch base with them. This is how you can use your business to create a predictive future.
Wayne’s mission is to empower people to actively engage and participate in their own transformation and success. After building homes in Alaska for 5 years, Wayne began to pursue a career in Real Estate. Within just a few short years he joined the top 1% of realtors, and was voted one of 30 under 30 top Realtors in the nation by Realtor Magazine. As a successful developer, investor and builder Wayne has purchased and sold millions of dollars in residential and commercial real estate. Wayne is passionate about family, marketing, building wealth through real estate and serving in the community. Find him on Facebook https://www.facebook.com/waynesalmans.
Agents get to be involved in people’s lives in a major way, and can start a ripple effect of kindness and value. How do you lead with the need to empower others before yourself? How do you define yourself with the right things and rise above ego? On this episode, we talk to Steve Rodgers, who shares his life story, the principles he applies to his life and business, inviting greatness in and taking advantage of forced transitions.
They didn’t fire a CEO, they birthed an entrepreneur. -Steve Rodgers
Takeaways + Tactics
You never know how big the ripple effect of your act of kindness can be and how it will come back to you.
There is so much power in having the same integrity and self-value with your possessions and achievements as you would without them.
Anything you can track and measure, you can improve upon.
At the start of the show, Steve Rodgers shared on what he learned from The Kindness Diaries, and how agents can learn to pay it forward in their work. Next, we talked about the ripple effects of kindness and Steve shared how he has learned from forced transitions. He also shared why you can’t achieve meaningful success without failure, and keeping a consistent level of integrity and self-worth regardless of your circumstances. Towards the end of the show, we discussed the 4 Bs Steve tracks and the power of momentum.
Steve also shared insights on;
I have two choices when I wake up, be happy or be really happy. -Steve Rodgers
I run into the storm because that’s where the action is. -Steve Rodgers
Forced transitions either refine you or destroy you - the distinction comes down to how you define yourself and view the worst moments of your life. If you remain constant as the calm in your storm you’ll learn that ups and downs are part of the formula of building a fulfilling life. Keep your eye on what’s important- your bonds, your being, your body, and your business. If you lead with what you have and not who you are - you stand in the way of letting greatness in. When you invite greatness in, you completely transform the why of what you’re doing.
Business and lifestyle consultant, as well as number one bestselling author, Steve Rodgers has a knack for bringing out the best in people. As he sees it, “I am leader helping others discover, maximize, and increase their highest good and purpose in life and business.” Steve’s sense of commitment is strikingly evident in the business sphere. Embracing challenges big and small, he consistently finds a way to maximize the inner workings of companies. But you needn’t be a powerhouse business to share in the good fortune. Many a first-time entrepreneur has discovered the road to success thanks to Steve’s rock-solid guidance. Every positive impact he makes is a windfall from his overriding goal: find the best ways for companies or individuals to increase their happiness and fulfillment on all levels. Go to thealchemyadvisors.com to get in touch and buy his book here https://www.amazon.com/Lead-Gold-transformation-Stephen-Rodgers/dp/1517151198.
Most people are marketing like it’s 1990, and it’s costing them valuable time. How do you dip your toes into Facebook lead gen? How do you bridge old world tactics with new world marketing? How do you convert 1-3% of your lead flow? On this episode, Grant Wise goes deep on setting up a decent Facebook lead gen strategy, finding the highest turnover points in the market, and getting the most out of a service-based business.
The ability to target people based on user data is what makes Facebook’s ad platform so great. -Grant Wise
Takeaways + Tactics
Facebook strategies are driven by the needs and opinions of the end user, not the businesses who want to advertise on the platform.
Half of your success in marketing is in the list - it’s about having the right message and the right market.
A big problem most people have is consistency. When you stop lead generating for a week, your business stops for 3 weeks.
At the start of the show, Grant shared on Facebook’s new regulations for ad targeting, and why real estate professionals have to stay on their toes to find what works. Next, we shared how traffic can grow your business, and the importance of understanding the basic economics of your business. Towards the end of the show, we shared on geotargeting on Facebook, communicating with people who have gone through a predetermined process and how service-based businesses work.
Grant also shared insights on;
Business is personal development and math. -Grant Wise
Sales is what you do when you’re on the phone or in front of the prospect. Marketing is everything you do to get that person pre-disposed to work with you. -Matt Johnson
Everyone is on Facebook, so the first step of your lead generation plan is living where the attention is. Your strategy is as simple as using what works offline, targeting it to the right audience, having somewhere people can give you their information, and then having a decent conversion strategy in place. We’re at the mercy of platforms like Facebook, so it’s important to use those tools to build real relationships with people so when you take away the tool, the relationship still remains.
Grant Wise is a serial entrepreneur and Founder of Real Estate Marketing University, an online media training company. Grant is known to be a maverick leader and an innovative marketing strategist unafraid to lead companies in new directions. Grant’s story is one of education, truth, and perseverance. He’s helped over 400 companies, entrepreneurs, and business owners actualize their dreams through hands-on learning. Grant has been described as irreverent, artful, and dramatic with a strong entrepreneurial spirit constantly striving for RESULTS in his clients’ businesses. Go to http://www.likegrantwise.com/ for more information.
Agents set themselves up for failure by overestimating an advantage. How does this lead to missed opportunities? How do you learn to inform your target market and make conversation easier? On this live Q&A, we answer questions about marketing vacant land, the right way to approach partnerships, and the connection between mindset and time management.
Before you worry about how to get more people to hear what you have to say, having something to say is the more important thing. -Matt Johnson
Takeaways + Tactics
The purpose of content is to make conversation and prospecting easier.
Don’t rush into partnerships where you give up equity only for a temporary advantage.
Investors may want to know that a venture will make them money, but they’ll still want to be sold on a story.
At the start of the show, we answered a question about how to handle “no solicitation” signs when you’re door-knocking, and another one on the best content to include in mailers. We also shared on marketing vacant land and the right people to reach out to for selling it. We went on to talk about the mistakes people make when it comes to partnerships, and how to deal with a home that’s still in probate. We also discussed how to create content that appeals to a college-age audience. Towards the end of the show, we shared how new agents can prime the pump for their real estate career.
We also shared insights on;
You always want to hold onto as much equity as possible except for the cases where you can partner up with someone for the learning experience. -Matt Johnson
If you’re not out there talking to your client, someone else is. -Greg McDaniel
Success in putting out content starts when you talk about what people care about. Content might not generate instant business, but it does simplify the conversation that leads to business. New and young agents can prime the pump by building relationships, learning about the market and sharing what their learning, in a way that actually connects to potential clients. Don’t miss out on the value of learning from someone more experienced than you, it can be done without losing a whole lot of equity.
Agents spend too much time on getting a prospect to contact them but 90% of the time it isn’t going to happen. What work do you need to do to make contact easier? What do schedule and consistency have to do with traction and success in real estate? On this episode, we answer audience questions about prospecting, handling objections about home improvements, lead gen and marketing budget.
As long as you’re not using it as an excuse to not get out there and take action, the more preparation the better because it makes you more confident. -Matt Johnson
Takeaways + Tactics
Treat real estate work like a business and put in the same amount of time you would put into a 9-5.
The purpose of a piece of content, in whatever form, is to make personal contact easier.
There’s two types of investments, the strategic one you do to purely to raise your resale value, and the one to make the house personally comfortable, livable and enjoyable.
At the start of the show, we answered a question about asking for contacts in door knocking without feeling like you’re being a bother. Next we shared on the importance of being prepared and having information about the area you’re door knocking. We went on to share the importance of being consistent, and answered a question about how to discuss property investment with sellers and generating leads from a radio show. Towards the end of the episode, we shared on how to use content to help people know you.
We also shared insights on;
You don’t reach out to anybody until they know you’re somebody. - Matt Johnson
The flip-side of freedom is not having a lot of money. -Matt Johnson
If you want to make client contact easier, it’s necessary to proactively build up a content base to reflect credibility. By putting out consistent, valuable content, you’re giving the prospect something that will grant you permission to get in touch with them. It’s also important to work on your consistency in business and always being prepared so you have the confidence that will reflect in your prospecting.
Trey Willard managed 6 listings a month, and simultaneously did 40 buyers deals in the same time period. What is the mindset shift that drove his success? How does he leverage his biggest lead source? What marketing tools and tactics does his business lean on? On this episode, Trey shares his insights on providing value and using Facebook as a resource.
I feel like I’m doing myself a disservice if I’m not on the phone with my sphere. -Trey Willard
Takeaways + Tactics
Listing presentations: it’s more personal when you’re writing stuff in a notepad and not typing from behind a laptop.
Social media videos don’t require highly produced footage, you just need people to see and hear you. Cellphone video more than fits this bill.
You get 100% distribution on Facebook live, so it’s worth doing.
At the start of the show, we answered a question about what to bring to a listing presentation, and the best way to take down notes and important information. Next we answered a question on objection handlers, and then talked about changes that have happened in Trey’s business and how he provides value. He went on to share on hosting parties for his sphere of influence, and his plans to disrupt the Baton Rouge real estate market.
Trey also shared insights on;
People identify with footage a lot more when it doesn’t look like a production. -Trey Willard
Always be prepared to give a full-blown listing presentation. -Trey Willard
In a market that’s ripe for domination and disruption like Baton Rouge, setting yourself apart and strengthening community relationships makes an impact. Calling the spheres of influence of past clients and people who already know you takes care of credibility. The key is authenticity, being personable and using events and marketing touch points to make sure you are being subconsciously seen in the community.
Trey is a professional Realtor, whose goal is to provide clients with a level of service that goes unmatched in the real estate business. He values my reputation in the real estate industry and colleagues, friends, family and clients describe his as efficient, driven, likable, poised and professional. Trey earned this reputation because he gets to know his clients and strives to understand their needs when buying or selling a home. Go to https://batonrougerealestateagent.com/ for more information, call Trey 225.413.4835 or find him on Facebook.
The social media waters are highly competitive and shark infested. How do you stand out when there are so many people competing for your audience on social media? How do you approach posting content on different platforms? Why is story the central piece of social media and marketing success? On this episode, entertainment industry expert Louie La Vella shares on making yourself a celebrity in your industry.
There’s so much noise out there, the traditional ways can get lost quickly. -Louie La Vella
Takeaways + Tactics
People with a Snapchat following could have 30% more followers if they built the same following on Instagram.
Facebook, Twitter, Snapchat and Instagram have different contexts. How you articulate and execute your story depends on the platform you’re using.
Viral content happens in the extremes: happy or sad. The middle ground is good content but extreme posts are important to sprinkle in too.
At the start of the show Louie shared some insights on how to use Instagram and Snapchat differently. Use Snapchat to “post the gears behind what you post on Instagram.” He also shares why it’s better to build your following on Instagram, and how to check analytics on Snapchat and Instagram. He also shared on why you need to watch how much you advertise on social media. Louie went on to talk about how to discover your standalone by knowing your wins, failures, audience and where your audience plays. Towards the end of the show, Louie shared how you can use Facebook advertising to target publications.
Louie also shared insights on;
You’re not going to sell to everyone. - Louie La Vella
You can be your own personal celebrity. -Louie La Vella
With so many people on social media, unique storyline and personality decide who people follow and gravitate to. In overly competitive waters, being who you are and showing that off helps you connect to your true fans. Treat your social media as a chance to build your brand and authority. Each platform must have different content, so there’s actually a reason for people to follow your different accounts. People are watching you as a reality show, so give them something interesting and valuable to see!
Louie is where the entertainment industry turns to for out-of-the-box bursting ideas. He Turns dead venues into packed venues, slow ticket sales into sold out shows, independent musicians into major-label-ass-kicking brands. Louie takes those amazing stories, experience and knowledge to all business categories. Go to louielavella.com for more information or follow @LouieLaVella on Twitter and Instagram.
People make the mistake of looking at what they do, not why they do it. How do you get in touch with your motivation and hunt down your big WHY? What are the 9 pillars we need to align to live more fulfilling lives? On this episode of Real Estate Uncensored, Andy Scherer goes deep on getting referrals, ways to intentionally and effectively recondition your mindset, and how to naturally lead yourself to self-discovery.
You already have so much to fight internally, why focus on the external? -Andy Scherer
Takeaways + Tactics
The absence of value creates objections.
Every agent has clients who have the capacity to send them referrals, it’s necessary to set expectations throughout the process and deepen those relationships.
Affirmations are great but it’s also powerful to ask yourself questions and actually answer them.
At the start of the show, we answered a question about getting people’s details at open houses, and the importance of setting expectations. Next, we answered a question on an objection about agent commissions. Andy shared on a good strategy to generate referrals. He talked about setting consistent expectations in every single conversation with clients. Towards the show we discussed the 9 pillars and how to be better aligned for them.
Andy also shared insights on;
In the time between the listing appointment and the days after you close, you should be generating 2-3 current client referrals. -Andy Scherer
One of the reasons people decide to buy (or not buy) is the fear of public failure. -Matt Johnson
The 9 pillars are faith and spirituality, family and relationships, health and mindset, business, personal lifestyle as well as financial and education. Mindfulness, awareness and alignment on all of these levels are important, and it’s necessary to strategically work on them and drill down to your mindfulness. This mindfulness also lends itself to the discovery of your big WHY - something that will forever change your actions and goals.
Andy is a loan officer and marketing director at Approved Mortgage group, and a real estate coach at Pillar 9 Coaching. As leader and change agent, he has been able to successfully implement communication strategies, operations management, social program design, marketing integration, community collaborations, and engagement initiatives. Get in touch firstname.lastname@example.org, call 203.257.5279 or find him on Facebook.
The goal of marketing is to make sales irrelevant, and branding is a huge part of that. How do you leverage your superpower? What are the top things you should be doing in branding? How do tone, voice, medium and frequency play into your activities? On this episode, branding expert, Chris Craft is back to share on creating your content and igniting it. He also gives us a glimpse into what it’s like to work with a marketing professional.
If you can’t look someone in the eye and explain why they should hire you, you will have nothing but problems in real estate. -Matt Johnson
Takeaways + Tactics
Branding basics: know what makes you stand out, have a website and a plan for consistent content.
Leverage LinkedIn by using it to publish value driven content that reaches the groups you’re a part of and people who follow you.
Marketing automation and editorial calendars mean that posting frequency takes care of itself.
At the start of the show, Chris shared top 3 things an agent should be doing in branding, and the importance of finding your superpower. We shared on the importance of marketing to the right list and how marketing is meant to make sales irrelevant. Chris also shared on social media content frequency, tone, style and voice. He went on to share on why you need an editorial calendar, and using LinkedIn in your branding.
Chris also gave his insights on;
You are your own marketing vessel. When you align your message, market and medium - you can make sure you own a space in the consumer’s mind. Content allows you to add value and build credibility, especially when you write, create and share to edify, not sell.
If you are marketing to the wrong list you will not get clients. -Matt Johnson
What better way to stick to the consistency than having it written down somewhere? -Chris Craft
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.
To buy Chris’ latest book go to The Foundation Book website
Being good at what you do is required but it’s just not enough to stand out. How do you provide value in the time the customer doesn’t need you? Why are branding activities so necessary to the growth of your business and your attraction of the right clients? On this episode, we talk to Seth Price about being authentically who you are, the power of branding and what it takes to crush it in that realm.
Today, with the attention span of our customers, it’s just not enough to have a good product, you have to provide value beyond the product. -Seth Price
Takeaways + Tactics
You have to be distinctly something in order for people to remember you - nobody remembers a chameleon.
We're all 2 clicks away from obscurity.
Being known for ONE thing is what leads to real business.
At the start of the show, Seth shared on the work he has done with Placester, and why it’s so important to go beyond being good at what you do. “There’s all the time when the consumer doesn’t need your service. How do you provide value during that time?” Next, we answered a question about hashtags and shared why it’s important to consider local trends for your social media content. We went on to share how branding is connected to business survival, “the gig economy has grown by 70% in the last 15 years. Without a brand you're two clicks away from obscurity.” Towards the end of the show, we shared on the importance of Googling yourself and making sure all information about you is up-to-date and consistent.
Seth also shared on;
Hashtags are important but they aren’t a branding tool, they are an amplification tool. - Seth Price
Putting yourself in the subservient position makes it easier to persuade someone to do something. - Matt Johnson
A huge part of branding is being distinctive and making a stand about who you are. It’s about renting space in the customer’s mind in the one thing you do. Be clear on what makes you different, find your tribe and spend time adding value to those people. Many people fear that branding themselves distinctly will scare people away. Some people will be repelled, but in the process, you will also attract super fans who truly love who you are.
Seth is a brand and marketing strategist with 20 years of digital marketing experience. He’s the VP of Industry Relations at Placester, author of the upcoming book Road to Recognition and host of The Craft of Marketing and Marketing Genius podcasts. As a speaker, writer, and marketing workshop leader, Seth brings levity, mentorship, and a dose of reality to the businesses and entrepreneurs he coaches. Connect with him on LinkedIn https://www.linkedin.com/in/sethkprice/ or follow @sethprice on Twitter.
The biggest threat to our focus is multitasking. How do you ensure that you don’t have too much on your plate? Why does multitasking make us less intelligent? Why is it necessary to learn to say no to things that threaten our focus? On this episode, Kurt Francis shares insights from the book The One Thing, and we go deep on applying the principles of the book on a daily basis.
You can do two things at once, but you can’t FOCUS on two things at once. -Kurt Francis
Takeaways + Tactics
We all have a need to be nice and say yes to everything. The problem is it puts other people’s priorities in front of our own.
Most agents would be happier just dealing with clients and not dealing with building a business and that’s why teams work.
When you think you need an hour to get something done, remember it takes longer. You need time to start up, get focused and get into flow.
At the start of the show we answered audience questions about buyer splits and whether buyer’s agents should be on a team. We also talked about teams and the risks owners and team leaders take on. Next we talked about Kurt’s background and when the book came into his life. We shared the misconception people have about the amount of time they allocate to their tasks, and we also talked about the importance of time blocking. We also shared the dangers of interruptions, “if you get interrupted every two minutes, it takes 11 minutes to refocus.” Towards the end of the show, we discussed choosing the right opportunities, “A good agent qualifies a seller before they even go to the appointment.”
Kurt also shared;
By allowing interruptions, we’re not letting ourselves put out the best work, and that’s doing ourselves and the world a disservice. -Matt Johnson
Change from saying “no makes me a bad person” to saying “no is my default setting and I only say yes to things I’m excited about, and only within specific windows.” -Matt Johnson
The One Thing is getting a lot of traction outside real estate because the principles are universal. A lot slips through our fingers when we try to hold onto too many things at once. Applying the book’s principles comes down to avoiding the thieves of our focus - multitasking, interruptions and saying yes to everything. Ask yourself what the first domino is and line it up. Think about your one thing actively, remind yourself of it as much as possible and apply that vision towards your daily actions.
Kurt is an inspirational speaker and Invigorator, based in San Diego. He is humorous, enthusiastic, dynamic and optimistic as he tells you a story that we can all overcome issues in our lives. spoken to groups from small groups to groups of 5,000 people. Whenever Kurt speaks to groups, no matter what group or size, the audience is energized to take action which results in great change. His dream now is to touch as many people’s lives, companies and organizations he can. To get in touch with Kurt, call 858.229.9180 or go to kurtfrancis.com for more information.
Listings, leads and leverage are the engine of an agent’s business. How can you gain more control over your listings, and what can you learn from the people who are winning with them? On this episode, we talk to Get Listings Summit co-founder Andrey Polston, who shared actionable insights on postcards with a 3-5% call-back rate, positioning yourself as an expert and building relationships.
If you can control your listings, you can control your destiny and your future. -Andrey Polston
Takeaways + Tactics
We’re at a 30-year low for first-time buyers. The majority of buyers in the marketplace are second timers.
If you’re newer to the game your strategy with postcards should be direct response, not branding.
You can send out postcards, escalating them right before listing season, then de-escalate throughout the rest of the year.
At the start of the show, Andrey gave us a background of the summit, and how he got started in the business. He also shared lessons he’s learned from real estate rockstars and a postcard strategy he executed in different parts of the country. Towards the end, he shared how his postcards performed well with an older demographic.
He also shared insights on;
Postcards aren’t going to be one card out, one call in. -Greg McDaniel
The worst thing you can do as a real estate agent is leave the base where you built up your business. -Greg McDaniel
Winning with listings is all about becoming an expert in your market. Whether that’s through postcards or geographically specific online content - consistency and leveraging a system promote growth. When you start out, the goal is getting people to respond, and as you level up - you can start branding yourself. If you can bring that value, you can have greater control over your listings and your future.
Andrey is the Get Listings Summit Founder & Co-Anchor. He’s on a mission to help 1,000 agents crack $250K GCI per year. Go to https://getlistingssummit.com for more information.
The psychology of selling helps you speak the client’s language. What are the questions you should be asking to get to that point? What are the best marketing-based lead gen practices? On this episode, we take audience questions about Facebook ads, optimizing your database, technology and identifying client goals.
Identify what you’re working for, what your ultimate goal is and then put everything towards it. -Greg McDaniel
Takeaways + Tactics
Database optimization: a program like Vyral Marketing allows you to send out videos that are genuinely helpful, and you can also track who is most interested in your content.
If you’re told that a house has been taken off the market, the best handler is leading with curiosity and asking questions so you can identify a need.
Facebook ads aren’t a bad lead source, just a source that requires patience because the audience will take longer to enter the sales funnel.
At the start of the show we answered a question about marketing-based lead gen and how Facebook ads fit into that. We also shared how to talk to sellers who say they are no longer selling the house. We talked about tips for prequalifying and prepping your value-add. We went on to share about new technologies and the impact VR is going to have on real estate. Towards the end of the show we shared the truth about sales, and improving your understanding of the client’s needs.
We also shared insights on;
Facebook ads take longer to convert because you’re not catching people when they are actively searching, but just when they’re receptive to a message. -Matt Johnson
VR will drastically reduce the number of homes that people go and see in person, but it will drastically increase the number of homes that people view online. -Matt Johnson
Your value-add is going to be a lot stronger when it’s prequalified from a place of curiosity and looking to always help people achieve their ultimate life goals. Facebook Live is a strong way to get your value-add out there - do as many as you can, with the intent of providing information that really helps the audience. It makes a difference when you know a client’s ultimate goal, but it’s also important to know what your goal is, so you can have clarity and put your energy towards coming closer to it.
How do you ignite people’s curiosity when you’re prospecting? How can you use the powers of video to polish up your communication, and improve your door knocking? On this very special anniversary episode of Real Estate Uncensored, Bryan Casella talks about the importance of mental inner work, shortening your learning curve with coaching, and overcoming the insecurity of being in front of people.
When you get polished behind the camera, that progress is going to translate to being in front of people. -Bryan Casella
Takeaways + Tactics
Coaching has the benefit of condensed knowledge and a shorter learning curve.
Door-knocking: wear brighter colors or something to stand out because you want to spark curiosity to make people want to open the door.
When it comes to choosing and setting goals, people live in 3 different pods, the comfort zone, the stretch zone or the stress zone.
At the start of the show, Bryan told us about gaining success from social media, “we’re past the days of just being a realtor or an agent, people want to see your lifestyle and know you’re a real person.” Next we took a question about dealing with running into the cops and another one about what to wear for door-knocking. He also talked about ways to improve your communication and whether name tags are necessary. We went on to discuss goal setting and why agents need coaching. Towards the end of the show Bryan shared the benefits of doing video.
On this episode Bryan also shared;
When you’re hesitant about something that stretches you and takes you out of your comfort zone, take that as a green light. -Bryan Casella
In anywhere from 5 to 10 years the people with the biggest social media presence are going to be the ones getting the most business. -Bryan Casella
Tremendous changes happen when you change the way you view things. Everything we do and how well we do it comes down to mental inner work. How you choose what you go after is determined by whether you want to remain comfortable or stretch yourself. What you have the greatest control over is yourself and how you respond to challenges and new goals.
Bryan Casella is a top producing listing agent based in Rowland Heights, CA. To send Bryan referrals or check out his Door Knocking Mastery product, visit his website, http://www.bryancasella.com/. Bryan also puts out excellent motivational and educational videos on YouTube, check out his channel here: https://www.youtube.com/user/BryanArgentina.
A lot of entrepreneurs have no idea they have business credit profiles, and miss opportunities to access business funds. Why is business credit such a game-changer for agents? How do you build it from scratch? On this episode, Ty Crandall goes deep on building your business credibly, and the routes you can take to access lines of credit.
Everything we figured out that was right came at the tail-end of catastrophic failure. -Ty Crandall
Takeaways + Tactics
There are two ways to build business credit: vendor credit accounts or the cash-credit method.
Think of credit building in stages, you’ll need a total of 10-15 trade lines so you can move into fleet and cash credit.
Building and scaling up a business is all about the process of learning from failure and continuously reapplying those lessons.
At the start of the show, Ty told us how approaches video, and how he uses Periscope. He also shared how he humanizes the subject of business credit on his videos. Next, we shared on the power of live streaming, and the tools you can use to engage with people. In the second half of the show, Ty went into detail about business credit, and why it’s necessary for entrepreneurs to work on their profiles. Towards the end of the show, he shared what he’s learned from scaling up his own business.
Ty also shared insights on;
What people like about live streams isn’t just looking into what we’re doing, it’s being able to engage with us. -Ty Crandall
Spend as little money as possible, and get as much out of the world as possible. -Ty Crandall
Business credit has been the downfall of many entrepreneurs. It determines whether you can get the funding you need to ramp up, scale and invest. It will fuel your business, and protect you from personal liability. Be aware of your profile and credit score, and start building your vendor credit accounts. Credit can inject your business as you grow, so you have the platform to learn, improve and build on that.
Ty Crandall is an internationally known speaker, author, and business credit expert. With over 16 years of financial experience Ty has become the authority in business credit building, business credit scoring, and business credit repair. Ty has become one of the most well-known, world renowned speakers regarding business credit building and scoring. He has been booked for speaking engagements in many states across the United States and international speaking engagements as far as Singapore. Ty is also one of the most popular speakers at bi-annual Credit Boot Camp in Tampa FL, the largest event for credit professionals. Go to http://www.creditsuite.com/ for more information.
What are the toughest objections you get when asking for referrals, how do you handle them? How do you overcome the reluctance people often have to talk to real estate agents? On this episode, we answer audience questions about online leads, how to give people a good impression at the front door, and nurturing leads through LinkedIn.
Facebook leads are going to take longer to convert because they didn’t get into your system by actively searching for homes. -Matt Johnson
Takeaways + Tactics
Asking for referrals: mentally lead people by giving them affinity groups to think about.
When you aren’t imitating the script you tone it down and take the power out of it.
You can make more contacts over the phone, but they won’t be as deep as face-to-face contacts.
At the start of the show we answered a question about referral objections. We also talked about the conversion periods of online lead sources. Next, we shared on differences between door-knocking and cold calling leads. We went on to share how to work on tonality when it comes to scripts. Towards the end of the show, we talked about getting leads from LinkedIn.
We also shared insights on;
Don’t go out looking for leads, be a connector. -Greg McDaniel
The fortune is in the follow-up. -Matt Johnson
There’s a difference between marketing to people who are already searching for homes, and people who stumble on your content on their social timelines. The latter is colder so it requires more patience. A key mistake we make is ignoring warmer leads like people who already know us, people we meet through door knocking, and people who are already looking for an agent. Change that mindset and you’ll change your conversion rate.
We’re the most connected culture in the world, but the least relationship centered. How does this create stumbling blocks in international referrals? How can brokers and agents communicate across borders, and provide good service? On this episode, guest Erin Koops shares techniques for overcoming cultural differences, eliminating commission breath and getting the most out of your relationships.
Treat every one of your spheres like a family member that you really want to take care of. You wouldn’t want them to fall into the wrong hands. -Erin Koops
Takeaways + Tactics
Be aware of cultural differences - emails might just be seen a spam. Rather pick up the phone and get in touch the warmer, more personal way.
Never lose sight of relationships, if you want more referrals, you have to build more relationships.
Dealing with the legal writing across borders is a whole other ball game. You’re going to need people who are proficient at it.
At the start of the show, Erin shared the biggest mistakes she’s observed when it comes to international referrals, and causes for low conversion rates across borders. She also shared the mindset that people have to approach those relationships with, and how communication differs from country to country. Next, we discussed the importance of being focused on relationships and how to be less self-serving. Towards the end of the show she also shared the importance of understanding legal writing in different cultures.
Erin also shared;
If you see your work as, “I’m going to generate more dollars for me”, you’re looking at it wrong. -Erin Koops
Don’t use connectivity as an excuse to not get on the phone. -Matt Johnson
Successful international referrals depend on an understanding of cultural differences, and how they impact business. If this isn’t clear, agents and brokers will struggle to acclimatize. While email works perfectly in the US, it doesn’t carry the same weight in other parts of the world. Remember that other countries are lot more relationship based than we are. Manage your client’s expectations, and be open and flexible to resetting your own expectations.
Erin Koops is the Vice President of Network Services for Leading Real Estate Companies of the World®. Cross-cultural considerations for real estate agents. Go to www.leadingre.com for more information.
If you aren’t a value add, you’re a depreciation. How do you ensure you’re a good client advocate? How do you align yourself more closely with the client’s needs and motivators? On this episode we share thought-provoking questions you should be asking yourself to improve your business, and bolster your value add.
One of the big value propositions of an agent is the absorption of the pain and hassle. -Matt Johnson
Takeaways + Tactics
To avoid that “now what” feeling ask yourself what happens right after a client hires you.
Part of your job is to absorb stress on behalf of the seller. To make that less stressful for you, build systems into your business.
Having three letters after your name means nothing if you’re not working on your business by getting regular training and education.
At the start of the show, we answered a question about the best way forward when a seller dies, and your value prop to a FSBO client. Next, we talked about protecting your commission, and questions you should be asking yourself to be a better service provider. We went on to talk about the importance of partnering with a more experienced agent when you’re new to the business. Towards the end of the show we talked about whether or not it’s necessary to join a team when you’re starting out.
We also shared insights on;
It’s really hard to be a good advocate for your client when you don’t know what you don’t know. - Matt Johnson
A certification comes into play when it helps you understand at a very deep level, who your ideal client is, and what makes you different. - Matt Johnson
The role of an agent is to advocate on behalf of the client. All the training you acquire and the work you do must go towards that. When you don’t have a lot of experience in the industry, partner with someone who does. Work on your business as much as you work in the business, put effort towards knowing your ideal client better, and having clarity on what makes you different.
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;
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.
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.
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;
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.
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.
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;
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.
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.
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;
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.
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;
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.