One of the biggest mistakes we can make is being too general about the local areas we serve. How do we go from a more general local area to a hyper-focused area? How small should our local area be? What are the three things we need to do to put this strategy to work? On this episode, Dan Lesniak is back to talk about how to get more out of the areas we serve.
Look at segments in the market and pick the ones you want to target and then come up with a way to position yourself to add more value. -Dan Lesniak
Three Things We Learned
Why this is a perfect time of the year to maximize our business
This window of time just after Thanksgiving is still far away from Christmas that people aren’t tied up in holiday stuff yet and enough time before the New Year that you could still make an impact. And it’s not so far enough from 2019 that you’re still focused on 2018. So it’s a great time to maximize and optimize.
How to find out more about ads on Facebook
You can now go onto someone’s Facebook page and on the left hand side click info and ads and see all the ads they are running. You can counter their strategy with your own or get some ideas. You can even show it to sellers on your own page so they see all the marketing work you’re doing, and how you would market their home.
The importance of choosing your local area wisely
Gary Vee advises us to use social media to become the mayors of our local area. Where people go off course is choosing an area that’s too big to try and be the mayor of. We have to make sure we pick an area that’s small enough for our strategy to work and still big enough for us to actually get business out of it.
In real estate one of the most powerful things we can do is showcase our knowledge of a local area. It instantly positions us as experts. To achieve this, first we have to segment the area we would want to serve, next we have to target our marketing towards them, and then position ourselves by adding value.
Dan is the founder of the Orange Line Living Team, and author of The HyperLocal, HyperFast Real Estate Agent. Since beginning his career in real estate in 2011, Dan Lesniak has quickly become one of the top producing real estate agents in the country, helping hundreds of buyers and sellers complete over $250 million in sales. He utilizes his unique experiences and backgrounds to create programs for clients that reverse the risk in real estate. The Orange Line Living Team that Dan has founded has specialists and systems in place to make the entire spectrum of the real estate process as seamless as possible for clients.
Dan is hosting the Hyper Fast Sales Bootcamp. Go to http://hyperfastsalesbootcamp.com to book your tickets. Use this promo code to get an exclusive discount: REU25.
Instagram is the perfect medium for showing off beautiful listings. People come on platforms like Instagram to be visually engaged. But how can you advertise a home that doesn’t quite look like it would attract any attention? What kind of content doesn’t belong on the platform? And what is the one question you should ask yourself before you hit “publish”? In this episode, Dustin Brohm talks about the #1 mistake agents make on Instagram and what you should do instead!
If you can’t get clients yourself, you have no longevity in this industry. - Dustin Brohm
Three Things We Learned
Don’t post flyers and brochures
Flyers and brochures aren’t formatted for Instagram, and unless users zoom in, the content won’t be readable. But people usually scroll down when they see something that doesn’t grab their attention, and if you constantly post brochures that nobody is interested in, your audience might unfollow you.
How to make photography work for Instagram
You can make photography work for Instagram even if the home you’re trying to promote doesn’t look top notch. Instead of posting photos with the house, post photos with a nearby park, neighborhood, or other attractions that give your audience an idea of how beautiful the location is.
Nostalgia is an attention grabber
Photos of old toys, amusement parks, or anything that brings back memories from your audience’s childhood will draw attention to your social media content.
Instagram is all about grabbing the attention of the viewer. But if you flood your feed with content that gets ignored, there’s a dangerous side effect: the algorithm and your audiences learn to ignore you. On social media, it’s better to invest your time in fewer but quality posts than to inundate other people’s feeds with information that not even you would be interested in reading.
Dustin Brohm is a Realtor in Salt Lake, Utah, the host Massive Agent Podcast, and a national speaker and trainer. He is a marketer at heart that used technology to make his brand a client magnet in his area. In the present, he shares his knowledge about digital marketing, advertising, and branding on his podcast and at speaking events.
You can find out more about Dustin here.
Not all agents enjoy prospecting, and some of them aren’t even good at it. What happens when your strength is building relationships as opposed to cold calls? How do referrals work, and why do people give referrals in the first place? How can you flip the script and make the referral be all about how your clients benefit from recommending you? In this episode, Chad Durfee talks how he build his business on relationships and referrals.
Not everyone is going to refer you. So the trick is to identify the potential referral centers. -Chad Durfee
Three Things We Learned
Don’t make the referrals about you
When you ask about referrals for your own interests, it’s very hard to get them, Instead, you should flip the script and make referrals about clients and how them referring you makes helps their sphere.
When you get recommended, you have a big advantage over other agents
Working with referrals is far easier because the trust is already there. Plus, if you’re referred, there isn’t the risk of having your work taken away by another agent who has convinced your client that they can do a better job.
Your clients want to validate their decision of working with you
People seek to validate their buying decisions, and one of the ways they do this is by sharing what services or products they purchased in order to receive feedback. As agents, we have to be aware that in the first days after a new client works with us, they’re in doubt about their decision, so they need feedback from other people. This is the best time to start the conversation about referrals because your client wants their family to give them an opinion about his agent.
Your clients will only refer you if they believe your expertise will make them look good in their social sphere and increase their status. When you deliver an excellent customer experience to a referral, the client who referred you will be seen in a favorable light as well. To make the deal even sweeter for the client who refers you, and to encourage a stream of referrals, encourage your current client to sign a thank you card and send it to the person who recommended you. This way, the client who sends you the referral will feel flattered and encouraged to make a recommendation in the future as well.
Chad Durfee is the owner of Referral Consulting, Inc., where he teaches individual agents and teams how to put systems and processes in place to maximize their referability.
He created the Referral Academy Mastery Program, R.A.M.P., to teach others how to not only keep their clients for a lifetime but also spend fewer hours on prospecting and more time actually closing deals.
If you want to find out more about Chad’s programs, click here.
Successful teams are built on the shoulders of hard-working agents. But what kind of agents perform best in a team setting? Should you look for top agents or newer agents that need training? What role does having a system in place play in reducing costs and delivering an excellent customer experience? In this episode, Dave Pannell talks about how he leveraged his team to close over 100 deals per year.
The people I surround myself with is my market share. -Dave Pannell
Three Things We Learned
Not all agents are team players
You have to bring in people who want to be part of a team and respect the team’s rules. Many agents choose real estate because they want to do everything by themselves, but this isn’t possible in a team setting.
Why agents need to have a system to plug into right after they get hired
Don’t bring agents on just because you have more leads that you can handle. Bring new agents on when you have the systems in place where you can just plug people and they know what they need to do on a daily basis. This way, there’s less time spent on teaching the agents what to do.
Why we shouldn’t look to build a team with only top agents
The most stable real estate businesses are based on people who want steady, slow growth, not on rainmakers who might leave the team at some point.
One of the biggest mistakes team leaders and business owners make is searching for agents who were just like them in the beginning. But you have to recognize the fact that top agents don’t usually perform well in a team setting, and most of them will end up starting their own team at some point. What team leaders should look for are people who have a more modest goal and are uncomfortable with the idea of working by themselves but can still make consistent sales.
Dave Pannell is the broker and the CEO of Cities Real Estate. He has served in The U.S. Marine Corps, and in 2005 he started his real estate journey.
Today, he leads a new breed of agents that take advantage of technology and digital marketing to generate leads and close more sales.
You can find out more about Dave here.
Real estate agents can’t sell a property if it doesn't make sense for the market or if they can’t convince sellers to make the needed changes. How can you uncover the hidden motivations of your seller and speak their language? What types of listings aren’t worth your time? And what should you do if you’re just getting started? In this episode, we answer questions about listings, buyers and how to become a listing agent.
Clients are hiring us to lead them to results they can’t get on their own. -Matt Johnson
Three Things We Learned
How putting our clients first leads to lifetime value
Listings can work as lead generators because when we do great job sellers will talk about us. Sometimes we get recommendations from sellers even if we don’t get the listing, especially if we advise the buyer or seller against our self-interests while other agents don’t.
Be selective with the listings you take
You shouldn’t try to get the listing at any price. Some listings are overpriced, and just getting the listing and a sign in the ground with your name on it won’t land you a testimonial if you don’t manage to sell the property.
The splits between the listing agent and the buyer’s agent
The splits between the listing agent and the buyer agent should be dependent on the costs. If the listing agent covers the marketing and advertising costs and the buyer agent doesn't contribute to those, it only makes sense for the listing agent to have a bigger split.
Many new agents make the mistake of saying yes to overpriced listings just so they can gain experience or have a sign in the ground with their name on it and attract buyers. But you don’t need to take a listing and invest money in marketing and advertising just so you can attract buyers. You can attract them by working as a buyer’s agent and actually making a commission instead of investing your time and money on a property that won’t sell or damage your reputation.
The only differences between the average agent and a high achiever are what they know and how they implement it. How can you gain credibility as a new agent? What are the decisions that gain clients for a lifetime? And what routines should you cultivate to get better at selling homes? In this episode, Chadi Bazzi talks about his journey to becoming a top real estate agent.
A lot of people are looking for leaders. The majority of the population is made up of followers. -Chadi Bazzi
Three Things We Learned
How to get instant credibility as a new agent
As a new agent, the best way to increase your credibility is to gather endorsements from the people who already like you. Your mentor (if you have one) can also help you with endorsements. This works even better since now you can leverage their credibility.
Why it’s better to lose a sale than stain your reputation
Agents who only chase the commission and don’t have their clients’ best interests in mind make the industry look bad. You have to do the opposite if you want to build a reputation and stay in the business for years to come. This may even mean that you’ll have to advise your clients against your interests and tell them that it’s not the right time to sell or buy.
To change somebody’s mind, you have to know how they think first
Leads are easy to get, especially in the digital age. But conversion is where things get tricky. If you want to impress during the first meeting, you have to do more than qualifying the potential client for wants and needs. You need to find out how they process information and what their mindset is. Once you know this, you can speak their language.
To become a top agent, you need a routine that keeps you on track. And the routine starts with shifting your mindset and actually working towards your goal even when it gets hard. Writing down your top 3 goals, having at least 4 affirmations, finding reasons to be thankful for your life, and making note of your accomplishments in the present tense are just a few ways you can stay motivated and energized on the daily basis.
Chadi Bazzi is a real estate expert, podcast host, and coach who uses his knowledge to help other agents become successful as well.
After becoming a top real estate agent, he was approached by a company that was looking for real estate coaches. Since then, he developed one of the best real estate sales and marketing programs in the country while starting his own coaching company, Top Listing Agent.
If you want to dominate your market, sign up for Chadi’s webinar on the 3 steps blueprint to becoming a top listing agent in your marketplace.
Social media and video open the door for many agents to make themselves known in their local community. But why do so many agents fail to build a following online? What type of videos get the most views? How can you use paid advertising to maximize your reach? In this episode, Krista Mashore, a top 1% real estate agent in the United States, talks about how she uses social media for her business.
You are the product. People are buying you. So give them a reason to click and say yes. -Krista Mashore
Three Things We Learned
How to repurpose video content
Each time you create a video, you need to set up a calendar that tracks where the video will be published and in what format. For example, from a single video, you can use a shorter clip for Instagram, a long form post for Facebook, a Facebook video, and a YouTube video.
Short, punchy videos work best
The more entertaining your videos, the higher the chance you’ll reach a larger audience. Length also plays a role. The shorter and the punchier the video, the more engagement.
The tools you need to put up a high-quality video
Putting together a high-quality video doesn’t take much. All you need to make sure is that the audio quality is good, the background of the video is intentional, and that you have good lighting.
Your primary goal should be serving the consumer, not selling to them. The less salesy we are and the more value we bring, the greater the chance of them buying. Put your name and your contact info at the end of the video, but don’t make videos about listings. Anything that happens in your community, you should be the first one to know and put it in a video. Community videos should be your main focus.
Krista Mashore is a top real estate agent in East County and a social media whizz.
In her first year, she sold 69 homes. Since then she’s managed to sell over 100 homes each year, earning her spot in the top 1% of agents in the nation.
Today, she shares her knowledge and experience with other real estate agents using coaching and courses where she teaches her approach to success.
Feel free to check out her free resources here.
When it comes to the business environment, LinkedIn is king. How can we leverage a social media platform flooded by people looking for business? How can we make sure our efforts reach the right people? And what should our profile look like if we want to attract more clients and get more referrals? In this episode, LinkedIn expert, Tracy Enos is back to share more about making strategic connections using LinkedIn.
At the end of the day, they want to find out what’s in it for them. How can you solve their problem? -Tracy Enos
Three Things We Learned
Create an avatar of your ideal client
Before you start any activity on LinkedIn, find out who your ideal client is and what their psychographics are. Also, think about what you want to achieve on the platform. This is how you can achieve trust as well. Once you know who you’re targeting, it’s easier to deliver a good customer experience.
Build a client-centric profile
Our profile should be client-centric. Everything we write shouldn’t just be descriptive of our experience but it should also provide clues about how we can help others and what problems we can solve. This tactic also works as a differentiator because even though many people have our skills and experience, what the client wants to know is whether we can help them solve their problems.
Don’t invest your time in LinkedIn groups
Linkedin is planning a comeback for its groups, but you’re more likely to have more engagement on Facebook groups. At least for the time being, the groups on Linkedin don’t look too promising.
Because you don’t own the platform, your ultimate goal should be using your content to take the connections you make on the platform off the platform. This way, you have more control over what type of content the people you target see and when they see it. But in order to make your connections interested enough to click on your links and reach them outside of the platform, you must have a deep understanding of their needs and desires. Otherwise, your call to action won’t be strong enough.
Tracy Enos has over 19 years of experience in sales, marketing, LinkedIn consulting, lead generation, real estate, and mortgage origination.
She is a keynote speaker for organizations and a consultant for entrepreneurs and sales teams that want to grow their customer base using LinkedIn.
You can book a LinkedIn business explosion strategy session here.
Shifting markets put many agents into a panic mode. Why doesn’t value as an agent change in a bad market? What can you do to be among those who thrive in real estate even when the market experiences a slowdown? And how can you get better attracting the right people? In this episode, Jeneen Moretuzzo Masih talks about how a mindset change can make agents transition from survival mode to thrive mode in a changing market.
You are selling your own value, and your value doesn’t go up and down when the market goes up and down. -Jeneen Moretuzzo Masih
Three Things We Learned
Your value doesn't change no matter what happens to the market
During shifting markets, when everyone is chasing a commission, if you give advice that doesn’t necessarily serve your best interests now but is in the interest of your client, you’re making an investment in a lifetime client. Decisions like these will help you stand out and get more referrals.
You are who you hang out with
The people you hang out with impact your self-image and mindset. If you feel like there aren’t any people in your circle that can help you grow, you have to make a list of desirable characteristics and start searching for people who have them. No matter where you start your search, make sure you listen to what others are saying and analyze their body language. This way, you increase your chances of connecting with them on a deeper level as opposed to simply exchanging business cards.
Be kind to yourself
In the journey to success, many agents end up being too harsh on themselves. But joy is a better fuel than bitterness. It’s very hard for you to make progress when you’re constantly putting yourself down and limiting your fun until you achieve your goals.
When you’re working at a high-level and you get tired, working more and disregarding your fatigue will only make things worse. You have to allow yourself to take a step back and find joy in the process. Search for ways to reward yourself and transform discipline into inspiration. In the end, it’s not about making it perfect, but about making it move forward while being happy with yourself.
Jeneen Moretuzzo Masih is a life coach who focuses on self-actualization, self-love, and leadership. She has over 20 years of experience as a coach, and her mission is to help her clients achieve clarity in all of the aspects of their lives, including business. She is also a former CEO and real estate team leader attorney.
You can find out more about Jeneen here, or you can download her free ebooks here.