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.

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

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.

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.

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

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.

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.

• 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.

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