Real Estate Uncensored - Real Estate Sales & Marketing Training Podcast

Get actionable ideas, insight & inspiration to turn your real estate career into a life of freedom. Real Estate Uncensored delivers 3 live shows/wk showing you how to blend the latest high-tech and high-touch prospecting, sales and marketing strategies to grow your real estate business. Featuring interviews with mega agents like Joshua Smith, Jeff Cohn, Brett Tanner, Greg Harrelson, Jeff Latham, Aaron Wittenstein, Marti Hampton and many more. You’ll learn how to make 100+ calls/hr, how to use prospecting systems and scripts to sell 500 homes/yr, how to bring homes to market & actually get them sold, how to run high-tech open houses & much more. Co-hosted by Greg McDaniel, the "Junior Grandmaster" / Bay area Realtor, and Matt Johnson, partner in Elite Real Estate Systems / founder of Pursuing Results, a podcast PR + production firm.
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Mar 23, 2016

Takeaways + Tactics

1. Be very careful about partnering with another agent in your business - in most cases you’re better off paying referral fees or hiring staff

2. Leverage your time with Showing Assistants and pay them a flat fee per houses shown

3. Submit an “Our Story” writeup for your buyers with every offer - pull on the heartstrings by including pictures (with your client’s permission)

In our latest episode, our scheduled guest was unable to join us so we answered a range of sales and marketing questions from real estate Facebook Groups.

We covered:

*Objection handlers for seller prospects who want to go with an agent who has listings in the neighborhood

*Why you may bring on a partner in your real estate business

*How to follow up with a seller after not getting the listing signed at the list consultation

*Having buyers write an “Our Story” letter to submit with their offer

*How to use and pay Showing Assistants

*Services you can use to collect and publish reviews and testimonials


If you’d like YOUR question answered on the show, post it on the Real Estate Uncensored Facebook Fan Page. You’ll get your question answered on one of our shows the same week!

Click here to download your free PDF, Greg’s Favorite Scripts, featuring scripts for buyer and seller lead follow up, price reduction and objection handler scripts and much more.

Mar 21, 2016

Notaries often have incredibly valuable and timely market information, but agents don’t tap into that source of intelligence. In our latest episode, Bay area notary and agent Brian Gillman shares how notaries pick up patterns and see market developments before they become statistics. He also explains how to build relationships with notaries and other related professionals so you have an intelligence network feeding you up-to-the-minute market information, and how to use that information to attract new clients.

Takeaways + Tactics

Build relationships with the best notaries in your market - Your title/escrow reps will know exactly who they are

Observe where buyers are coming from and moving to, and how demographics affect these changes

Use this on-the-ground intelligence to run targeted ad campaigns to reach potential clients with a very targeted, local-specific message

I see numbers before they become statistics. So when the county aggregates and releases numbers for January, that’s old news to me, because I saw it last week or if not today. -Brian Gillman

We started by answering an objection from a homeowner you might encounter while circle prospecting. Greg explained how to handle both on the phone and on the doors, including how to bring up something personal about their home or their vehicle that you genuinely like to shift the conversation away from real estate and build rapport.

Next we dove into Brian’s role as a notary, which goes far beyond getting loan documents signed and into being a translator that helps both buyers and sellers at the closing table. Then we get into how Brian conducts 4-5 “exit interviews” with buyers and sellers to get a feel for where the market is going, and how he tried to share that information with agents (unsuccessfully). Brian gave some great examples in the Bay area of how specific types of people are moving, why they move in and out of specific areas, demographics and work situations that are driving those changes.

Brian shared how to use small bits of market information to build infographics for social media that will attract the attention of specific types of clients. Brian explained how he would go about building relationships with someone in his position and how you can send them business.

Clients come and go. Strategic partners can send you both clients and valuable market information for decades to come. So reach out to your title and escrow people, your notaries, your loan officers and other related professionals. Build real relationships and look for ways to help grow their business, and you’ll lay a solid foundation for your real estate business.

Guest Bio

Brian Gillman is an experienced notary and licensed agent with Intero Log Gatos. Brian serves the entire 680 corridor in the Bay area, from Danville to Los Gatos. Contact him at or call/text 925-895-5300.

Click here to download your free PDF, Greg’s Favorite Scripts, featuring scripts for buyer and seller lead follow up, price reduction and objection handler scripts and much more.

Mar 18, 2016


When you’re already selling 350 homes a year in a smaller market, where do you look for growth? For Charlotte the answer is her sphere of influence, which she believes can yield another 100 transactions a year. But it’s not just about growth. By strengthening relationships with her database of past clients, referral partners and sphere, Charlotte is building a saleable asset. We’ll break down exactly how she built her team and how she’s restructuring it to give her the freedom to leave production, retire or even sell her team.

Takeaways + Tactics

1. Select your testimonials carefully and maximize those that speak to -and attract - your ideal clients

2. Radio is one of the best sources of listing leads for top agents around the country - you could also run a podcast to get a similar effect on a smaller scale

3. Build your team with the end goal in mind- whether it’s to actively manage the tea, retire from daily operations or sell your business

We’re projecting we can add at least another 100 transaction this year just by doing that (reconnecting with database). All we’re changing is bringing in ISA’s to really tackle that database. -Charlotte Mabry

We kicked off this episode by answering the question, “How do you deal with a seller who’s being unrealistic on price?” Greg and Charlotte both use similar scripting and emphasized how important it is to ask questions and go three deep to get the seller’s true motivation. We also went over the scripting for presenting your team’s value to seller clients, which include marketing prowess, communication and client service.

We started with Charlotte’s story and the key skills to develop as a new agent. Charlotte explained that the best way to get into the business is work with buyers and ask for the listing opportunities when they arise. Then do everything it takes to get those first listings sold while learning the market and learning how to price homes correctly.

Then we dive into how Charlotte runs her team and provides value to her agents, including weekly team meetings, book clubs and lead generation. After focusing primarily on referrals, Charlotte began expanding and generating leads online, then 8 years ago expanded into a live radio show, which now accounts for about 30% of all her leads. As a result, her agents often get ‘Come List Me’ leads because of the credibility built through the radio show.

Charlotte uses very targeted testimonials, which are read by on-air radio talent during commercial slots, to attract the exact type of client she wants. As a result, her team’s average sale price is well above the average sale price for the area. We also covered the admin staff and why they are salaried without bonuses.

Next we covered the changes Charlotte is making to structure her team to allow her to completely step out of production, and her plans to hire a CEO/GM role that will allow her to retire or even sell her team. Charlotte is working on cutting costs and using ISA’s to strengthen relationships with her database, which is the core, saleable value of her real estate business. These ISA’s are young, local guys who know the area rather than overseas VA’s like other teams use.

“If we didn’t get another single lead, it wouldn’t matter for probably 6 months.” Charlotte pointed out that despite having this thousands of leads, they’re always looking to get better and build better relationships with their sphere because that’s the real value in her business. We hope you learn from her example and stay in touch with your database to build your career (or your team) on a solid, sustainable foundation.

Guest Bio

Charlotte Mabry is the founder of the Charlotte Mabry Team, Chattanooga’s #1 selling team, which sold over 350 homes in 2015. Charlotte appears every Saturday morning on her own live radio show, Chattanooga Real Estate Doctor on 102.3 WGOW. To send referrals to Charlotte, email her at and check out her Chattanooga real estate video blog at

Click here to download your free PDF, Greg’s Favorite Scripts, featuring scripts for buyer and seller lead follow up, price reduction and objection handler scripts and much more.

Mar 16, 2016

Keeping touch with your database is so important we couldn’t cover it in one episode! In our second installment we dive into the tech tools and services you can use to leverage your time and easily keep in touch with your database.

Takeaways + Tactics

Pull old Expired’s and market to them via Facebook ads (if the list is large enough)

Pop-by your database with a CMA or even a printed Zestimate page w/handwritten note advising them to contact you if they’re curious about the true value of their home

Look for helpful content online and share it with your database via social media - and add your opinion

Trust is created by promises fulfilled over time. You could do live videos whenever you feel like it, or you could build trust with your audience and your database by setting a specific time and doing it consistently. -Matt Johnson

We started by answering a couple questions, including where to get information on foreclosures and FSBO’s such as Zillow and ReboGateway. Greg also explained how to go a company like TheRedX to find old expired’s and run Facebook ads to that group, Matt expanded on this to explain the concept of custom audiences and how to upload them to Facebook Ads Manager.

Then we dove into how Greg’s team uses email and video to keep in touch with their database, including HomeActions for email newsletters and Vyral Marketing for video updates, email and social media posts. We discuss some options for doing these things yourself, including BombBomb, KW Video and Happy Grasshopper.

We covered some of the topic ideas Greg covers in his update videos, where he gets ideas for content (RealtyTimes for example), and Matt explained the value of consistency and choosing a set time and schedule for your live videos. Matt also shared how Vine/YouTube superstar Logan Paul is switching to Facebook Live to record all his videos and then re-formatting and editing the video down for Instagram and Vine.

Next we talked about events with your database, the three types of events you should be running, and how to incorporate some high-tech elements like hashtags into your events to maximize your exposure.

We finished by talking about follow up, the challenge of lead identification versus lead generation, and why people need to be beat over the head with your message in order to remember you and what you do.

When people aren’t actively buying or selling real estate, it’s often the furthest thing from their mind. So it’s critical to keep in contact with your database by bringing value, communicating with them through every channel, including social media, and talk about topics outside of real estate.

Click here to download your free PDF, Greg’s Favorite Scripts, featuring scripts for buyer and seller lead follow up, price reduction and objection handler scripts and much more.

Mar 14, 2016

Mega-agent and broker Greg Harrelson recently said, “It’s not about lead generation, that’s old news. It’s about lead identification.” In other words, you probably have enough people in your database to make a great living in real estate, so the challenge isn’t more “leads.” The challenge now is identifying the people in your database most likely to make a move soon. In our latest episode we share some strategies for keeping in touch with your database to identify those people early. 

Takeaways + Tactics

1. A CRM with a thousand features that sits unused is a waste of your money - Find a CRM that is so simple you’ll actually USE it
2. Use a 10 Days of Pain follow up sequence to warm up new leads before putting them on a long-term follow up plan
3. Don’t stress out about reconnecting with your database - a simple phone call or pop-by with a simple script is all you need

Consistently make sure you are adding value to their life every time you’re around them. -Greg McDaniel

We started with Greg ranting about how much he hates brokerage award ceremonies (sensitive ears may want to skip this section). Then we took a question from the Lead Gen Facebook Group about how to get a buyer focused on properties that are on the MLS versus Zillow. Greg explained that your job as a buyer agent is to help your clients find the right product even if it’s on Zillow as a FSBO or Make Me Move. If you’re showing too many homes it’s up to you to set expectations and refocus them on MLS properties first then move to the off-market properties as the next step.

So what if you don’t have your database put together yet? There are some great CRM options out there, and you can export all your contacts from Gmail, Facebook, LinkedIn and lead gen programs to put them in one CRM system.

We also talked briefly about delegation, why you should know your hourly value and look for ways to get anything worth less off your plate. Matt explained how he works with virtual assistants and how to find the value you as the agent bring to any part of the value chain.

Then we go into lead follow up so that people are properly put into your database to start with, including how Greg expanded on Ben Kinney’s 10 Days of Pain sequence into 26 Days of Pain. Greg also shared a basic script for following up via phone after your initial follow up sequence ends.

A big challenge we hear from agents is how to reconnect with their database after months or even years of neglect. Greg and Matt both shared scripts and ideas for this situation, including phone follow up and pop-by’s.

Just as Chris Angell pointed out on a previous episode, our industry has changed from a sales industry to a consulting industry. That means focusing on relationships over cold prospecting. Compiling and reconnecting with your database is the first step in building solid relationships that will form the foundation of your business for years to come.

Click here to download your free PDF, Greg’s Favorite Scripts, featuring scripts for buyer and seller lead follow up, price reduction and objection handler scripts and much more. 

Mar 11, 2016

What does it take to sell multi-million dollar homes and work with high-end clientele such as pro athletes, entrepreneurs and executives? Chicago luxury agent Michael LaFido joins us to share his tactics and techniques; from taking your first luxury listing and creating lifestyle marketing to attract luxury buyers, to attracting high-end clients through networking and referrals.

Takeaways + Tactics

1. Develop networks and relationships with referral partners who work with high-end clientele
2. Offer different packages of services and don’t be afraid to charge more than other agents
3. Know your metrics - both local housing and economic stats and your own sale stats

Many luxury sellers, they have a lot of money, they’re smarter, they’re business owner, CEO-types. They’re going to do their due diligence and vet you out. They’re going to ask tough questions. -Michael LaFido

We start by answering a couple questions from the Facebook Group on how to prep buyers to compete in a seller’s market. Greg shared what he’s doing, and we contrast that with Michael’s market in Chicago which is heavily in favor of the buyer, with few luxury homes selling. Michael also shared how estate sales can be a good lead source and how he developed a referral relationship with estate sale company. Michael and Greg riff on how they used moving trucks to generate referrals and use them as a local billboard.

Then we dive into how the economy and political climate is affecting luxury home sales in Chicago, how he listed the 8th highest priced home in the state (ranking just behind Michael Jordan’s home). Michael shared the motivations he sees with luxury sellers, which include more downsizing and 2nd home activity, and what he’s seeing with overseas affluent buyers.

With luxury homes taking so long to sell, we talk about how Michael pushes for 1-year listings and sets seller expectations, and some of his best sources of client leads and referrals. He explained that in order to go head-to-head with established luxury agents you must have a track record of success and the ability to demonstrate superior marketing to differentiate yourself.

Michael explained how creating lifestyle videos for his own listings led to starting his own consulting company to help agents and homeowners market their luxury listings. But where do you start if you’ve never sold a luxury home? Michael pointed out that you must be in your database and sphere of influence, you must demonstrate expertise and connect high-level people to position yourself as a leading source of knowledge. For example, Michael created a networking/referral group with companies and services that deal with affluent homeowners.

Commission is always an interesting subject in the luxury market, and Greg pointed out that the typical commission in his area is 5%. Michael challenged Greg that this may be a limiting belief, and explained that he has multiple packages, including 10% packages, that add more and more value. Michael shared a bit of his scripting, including how he explains right up front that he probably charges more than either other agent they work with. It’s an approach inspired by Dan Kennedy, a marketing expert Michael has followed for years. Check out the book No BS Marketing to the Affluent for more details on this approach.

We finish up by talking about the DISC profile, how to adjust your approach to different client types, how to deal with spouses who are radically different DISC profiles from each other, and why he tracks the listings he didn’t take to see how they performed.

Michael’s approach - mixing direct-response marketing with a deep knowledge of local stats and metrics - is very effective for working with high-end clientele. So whether you’re looking to work with pro athletes and executives to sell the most exclusive properties in the world, or you simply want to raise your average price point, there’s some great tactics and strategies you can implement in your business right away.

Mar 9, 2016

Why make the real estate business harder on yourself? In our latest episode we share some of our favorite hacks for real estate, business and email. You’ll come away with some ideas and resources for getting more out of your time, leveraging yourself with outsourcing, getting multiple things done at once, and simplifying the way you manage projects, email, calendar and social media.

Takeaways + Tactics

1. Know your hourly value and delegate everything that’s worth less
2. Look for ways to get multiple things done at once with no more effort
3. Use tools like SaneBox and to prioritize your email inbox and simplify your life

We start with a couple questions from the Lead Gen Scripts & Objections FB Group on circle prospecting, whether to leave a message and how to respond when someone asks how you got their number. Greg pointed out that he always leaves messages, and is completely honest about how he got their number and then redirects the conversation to how companies sell people’s contact information.

We start with a hack that agents often overlook - delegation and outsourcing. We discuss Eileen’s role on Greg’s team as Team Manager/Transaction Coordinator and how to use outsourcing sites like Upwork, 99Designs, Fiverr and TaskRabbit. As Greg explained, you must know your hourly value and outsource or delegate everything that’s worth less. Matt touched on the options for hiring an overseas VA/TC either through MyOutDesk or directly through job boards in the Philippines. We also covered some ways to get work done in public while marketing yourself at the same time.

Next we dive into the tech side of hacking your time. Facebook Live is a great opportunity to get leverage your time by saving the video, uploading it to YouTube, having it transcribed through a service called for $1/min, then spinning that written content into your YouTube description, blog articles and social media posts. Keep in mind your overseas VA could handle every part of this process except for shooting the actual live video.

We also shared ways to use IFTTT, Trello, Trimetrade, Sanebox and to save time managing email, calendar, projects and social media accounts. With programs like Amazon Prime and Subscribe & Save there are some great options to have items shipped directly to you to avoid random, time-sucking trips to the grocery store or pharmacy.

Upwork -
99Designs -
Fiverr -
TaskRabbit -
Hootesuite -
Buffer -
MyOutDesk - transcription service - -
Trello -
SaneBox - -
Contacually -
Timetrade -
Amazon Prime and Subscribe & Save -

With the rise of outsourcing companies, subscription services and tech tools, there are so many great options for hacking your time and getting more done with less effort. Once you get into the hacking mindset, you'll start to see even more ways. We'd love to hear your favorite hacks! So leave us a comment on YouTube or Facebook and we'll share them on a future episode.

Click here download your free PDF, Greg’s Favorite Scripts, featuring scripts for buyer and seller lead follow up, price reduction and objection handler scripts and much more. 

Mar 7, 2016

Takeaways + Tactics

1. Call internet leads back within 5 minutes - you’re throwing away money if you don’t

2. Have a follow up system in place before paying for any lead generation

3. When meeting buyers for the first time, bring MLS sheets of other potential homes


We started by answering a couple questions from the Facebook Group on how to use email to locate a prospect’s Facebook profile and how to respond to a seller’s question on how many sales or listings you have in their area. We also debated the merits of going after sellers versus buyers, which requires more work, and why Greg has enjoyed working with buyers more than sellers in his career.

Then we go deep into lead follow up, Matt shared the lead follow up system Jeff Cohn’s team uses to convert internet leads at 2.5-3% predictably. Jeff’s agents are required to call every lead within the first 5 minutes, this is the biggest factor in lead conversion. The agents (and calling assistants) continue to follow up with the lead with 8 calls in the first 14 days, plus texts, emails and Facebook messages.

Greg then shared his approach to lead follow up, including role playing through the script he uses for buyer leads, how he avoids sounding overly scripted and polished, and why this is important for building a relationship with people over the phone.

We went through Greg’s process for meeting buyer’s for the first time, why he usually meets them outside the office first and why he never shows up to a buyer meeting empty handed. Greg shared his trick for getting a buyer to eliminate one home they didn’t like and never bring it up again, critical for getting buyers to make a decision. Matt shared where you can get a free 8x8 email follow up campaign and how you can use that with a program like Constant Contact to load up the entire sequence and add new “met” contacts to that follow up sequence.

If you generate internet leads or get buyer calls from yard signs, the best way to convert them is call them within 5 minutes and have a follow up system, especially for the first couple weeks. Hit them from every angle; phone calls, texts, emails, voicemails and social media, until you reach them and start building a relationship.

Click here to download your free PDF, Greg’s Favorite Scripts, featuring scripts for buyer and seller lead follow up, price reduction and objection handler scripts and much more. 


Mar 4, 2016

What does it take to knock on doors and have great conversations that turn into closed business? Door knocking master Bryan Casella joins us, and together Bryan and Greg share their best tips and tricks for doors.

Takeaways + Tactics

1. Don’t be afraid to door knock in luxury areas - Homeowners tend to be home more often and are more friendly and open than in blue collar neighborhoods

2. When you’re at the door, stand 8-10 feet away and keep very open body language with open palms

3. Use a false time constraint right up front to put homeowners at ease

I’ve learned to not be abrasive when I push...When I door knock an expired or FSBO especially I’m gunning for the appointment even on the first contact...It’s like I’m putting on my hard hat, I got my lunch pail and I’m going to work. -Bryan Casella

We start with a question from the Facebook Group on how to handle the objection that your prospect has a friend or family member in the business. Both Greg and Bryan use the same basic script, and agree that offering to pay a referral fee is the best shot you have at working with that prospect.

Then we dive into Bryan’s background, which included door knocking 4-5 hours a day, his experience door knocking in Beverly Hills, and his overall approach to doors. Bryan shared his introduction script, including his two “false time constraint scripts” he uses right up front so homeowners know he doesn’t plan on sticking around.

Bryan explained the importance of body language and big, ear-to-ear smiles, how he uses market updates to give value and start the conversation, and captures contact info so he can follow up. Greg and Bryan compared notes on how many doors they can hit in an hour (which vary by lot sizes) and how Bryan hustles at and between each door to maximize each door knocking session.

We finished up by discussing the difference between door knocking FSBO’s/Expireds versus general door knocking, and how you can be more aggressive when you know there’s a need. Bryan also shared how he developed his mindset and how he uses YouTube videos to motivate himself prior to hitting the doors.

Door knocking is a great way to generate leads without investing anything but a little gas in your car and some shoe leather. Just as Bryan personally experienced, one successful door could lead to multiple transactions and tens of thousands in commission. So use the tips and tricks from today’s episode and start hitting those doors. The hardest door you’ll ever encounter is your own car door!

Guest Bio

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, Bryan also puts out excellent motivational and eduacational videos on YouTube, check out his channel here: BryanArgentina Youtube Channel.

Click here to download your free PDF, Greg’s Favorite Scripts, featuring scripts for buyer and seller lead follow up, price reduction and objection handler scripts and much more.

Mar 2, 2016

We’re back with Part 2, finishing up our commentary on the 25 Nuggets of Essential Social Media Wisdom. We talk about not boring people to tears, short versus long-form content, consistency over time and bringing value through your platform. What’s a platform? A place where you show up and publish content that delivers value well in advance of asking for something.

You’ve got to be out there, have a personality, have backbone, have an opinion... Just go be you. -Greg McDaniel

Takeaways + Tactics

1. Show your personality on social media - no one pays attention to people who are as boring as wet cardboard

2. Find a small niche and focus on building an audience there first before expanding

3. When you publish content and deliver value to the world, the value may come back to you from a completely different group of people

First we answer a question from the Facebook Group on how to follow up with FSBO’s after dropping off an info packet. Greg would focus on building the relationship and bringing something of value. Matt agreed but added that you need a plan to communicate with them over time, a FSBO system, and if you set up that system first it will keep you from wasting time flying by the seat of your pants.

Then we dive into social media wisdom, from being yourself and showing your personality, to finding your niche. Remember, it’s better to build an audience in a small niche first and then expand.

If your platform is blogging, bullet points and lists are your friend, keep things direct and clear. Clear is always better than clever. For inspiration on headlines, check out viral content sites like Buzzfeed and Upworthy.

If your platform is audio or video, you may need to amplify your energy level a little bit to come across and be entertaining. For length of video or audio, a great rule of thumb is to make your content as long as it needs to be, but as short as you can.

No matter what your platform is - audio, video, blogging, photo-sharing, tweeting - people are scanners. Just get started, put out content and then keep an eye out for ways to create impactful content that “punches people in the nose.”

Free download Call-to-Action - Click here to download your free PDF, Greg’s Favorite Scripts, featuring scripts for buyer and seller lead follow up, price reduction and objection handler scripts and much more.

Feb 29, 2016

How do you avoid Shiny Object Syndrome in a world that pressures you to be on every social media platform all the time? Join us as we break down a recent article on social media and explain how it applies (or doesn’t apply) to real estate. 

Takeaways + Tactics

1. If you don’t understand marketing, you’re probably going to waste a lot of time on social media

2. You don’t have to be everywhere - focus on finding your best platform and stick with it

3. It’s hard to track expert status or celebrity status back to specific deals, but that status is so powerful it’s worth investing time to create

You don’t have to do everything or be everywhere. Find what works for you, build your audience there, and relax. Don’t fall victim to Shiny Object Syndrome! 

Feb 26, 2016

It’s very difficult to innovate in real estate, so the real innovation is to your fingerprint and your voice to the business. In one of the most content-packed interviews, real estate trainer and consultant Chris Angell shares his strategies for farming, building a tribe around common interests, finding your format and adding value to your farm so you OWN your farm.

Takeaways + Tactics

1. Don’t focus on the technology - focus on yourself first

2. There are only three ways to capture content - writing, audio and video

3. Stop talking about real estate - nobody cares

Because of the information age, our industry has shifted from a sales industry to a consulting industry. -Chris Angell

Resources & Links:

25 Nugget of Essential Social Media Wisdom

High-Tech / High-Touch Farming - Our complete farming video training course, 10 modules covering all aspects of picking your farm, cold and warm prospecting, with 2 bonus videos on little-known ways to use Zillow and working events in your farm.

6 Steps to Picking The Best Farm- Free resources including a Farm Decision Matrix, B2B Visibility Campaign and a 30 Day Launch Plan

Chris started by sharing one of the most important insights we’ve ever heard - That the information age has transformed real estate from a sales industry to a consulting industry. Unfortunately, almost all the real estate training out there is sales-focused: scripts, closing techniques, persuasion, overcoming objections, etc. Nobody is training agents on how to behave and attract people like a consultant.

Then Chris shared the only question you’ll ever need as a consultant - “What’s important to you about that?” and explained why you must have lead gen systems turned on so you can be a consultant instead of a salesman. “Your consistency is what makes something work,” Chris explained. “What’s important to keeping lead gen turned on is having a format that you can sustain.”

So how do you decide how to market yourself, especially to a farm? Instead of copying, look first at who you are, not the technology. Are you task-oriented or people-oriented, do you need immediate results, or do you like endless tweaking of mechanics to get a result, etc. Then you can look at the format to capture the best way you produce content, whether it’s writing, audio or video.

Next, look at the content you put out into the world. Is it valuable? Would people miss it if you stopped putting it out there? Is it so good people would be willing to pay for it?
“Stop talking about real estate - nobody cares - you must speak to people in terms of a common interest that has nothing to do with real estate.” Chris added, “We have to get upstream from the transaction and start building real relationships with real people about things we both like.”

Finally, Chris outlined some of his strategies for owning the visibility in your farm and creating the story in those homeowner’s minds that you’re the hardest working agent in their area. Summing up his approach, Chris explained, “A lot of people get into real estate to help people, and they’re made to feel stupid - we are not speaking to people based on how they’re wired.”

There were too many great quotes from this interview to pull them all out, so go back and listen to this interview over and over. Chris’ approach can completely revolutionize how you think of farming (and marketing in general), allowing you to build your business based on how you’re wired. Stop listening to traditional real estate coaching. Find your voice, find your format and start building your tribe!

Show Highlights

3:00 Chris’ background in real estate and transition out of managing 200+ agents to consulting
6:25 Q&A: How to respond to an objection for a Zillow Make Me Move seller who thinks they’ll make more by waiting till next year
10:40 How the information age has changed the industry from sales to consulting, and why consulting is focused on questions - not persuading clients to buy or sell
13:05 Why overcoming objections creates resistance - it’s better to open up clients with great questions and honest conversation
15:00 It’s hard to be a consultant when you’re hungry - put lead gen systems in place so your basic needs are met - how this frees you to have higher level conversations with clients
16:32 The only question you ever need as a consultant
19:30 Why most people fail by copying what works for others - why real estate isn’t as hard as we make it
22:55 Why your farming and marketing must start with who you are - rather than starting outside of yourself
24:31 You don’t have to create custom content for every platform - find your platform, then just repurpose the content after you’ve created it
26:10 “Your consistency is what makes something work. What’s important to keeping lead gen turned on is having a format that you can sustain.”
27:40 First, think about who you are, not the technology. 31:30 Three ways to capture content - writing, audio or video - and how to reach people by building a tribe around an idea completely outside of real estate
33:30 Stop talking about real estate and get upstream from the transaction
34:38 Your database is too small - why you need to build a larger tribe around your common interest to sustain your business - why you can’t build engagement around real estate - The Engagement Algorhythm (E= L.I.S.T)
38:55 Agents are looking for gimmicky and cheesy ways to let people know we’re in real estate because we haven’t been taught a better way to connect with people
41:20 Why your marketing efforts must add value to the space - the litmus test for your marketing and farming materials
50:33 How to OWN the visibility in your geo-farm - why you should hold 3 one-hour Open Houses during the week rather than just one on the weekend - the difference between layered farming vs linear farming
52:45 Rules of thumb for number of homes and turnover rates in your geo-farm
57:02 Traditional real estate caoching is advice from high D’s that only works for other high D’s - we are not speaking to people based on how they’re wired
58:11 It’s very difficult to innovate around real estate - the real opportunity for innovation is in how you bring your fingerprint and your voice to the business

Guest Bio

Chris Angell is a real estate consultant and trainer based in Spokane, WA. Chris sold real estate himself for 6 years, ran a KW office for over 5 years, overseeing 200+ agents before founding his consulting firm. Chris also has a farming training product called Groundswell, you can learn more and get his 6 Steps to Picking the Right Farm at Farmchecklist.

Feb 24, 2016

52% of your communication has nothing to do with your words or tone of voice, it’s body language. Improving your body language can have a massive impact on your ability to communicate, influence and persuade.

Takeaways + Tactics

1. Improve your first impression by smiling with your eyes and adding an eyebrow bump

2. Attraction to you is created when there is more demand for you than supply - having an energy of need or lack can sabotage you before you ever show up for a meeting

3. Spend a few minutes before appointments going through power poses to put yourself in a powerful and confident mental state

We kick things off with a question squarely within Greg’s wheelhouse on serving beer at an open house. Greg explained why you should never, ever, ever serve alcohol at an open house, and how that differs from client parties or other events where you control the environment and access.

Greg then shared a tip on how he uses body language to greet people at an open house, blocking off certain avenues so they go through the house in a certain way and opening up your body language so you make the best first impression.

Then we dive into body language basics, starting with 4 initial responses every human has to other humans: 1) Friend, 2) Threat, 3) Sexual partner or 4) Indifferent. Each of us is sending and receiving these signals from other people all the time, and it’s possible to give off the wrong signal without realizing it.

Next we covered how to smile naturally, using your eyes and not just your mouth, and incorporate an eyebrow pop to make people feel comfortable. Greg also shared the ideal handshake, and the origin of the phrase “over the top.”

Then we get into posture, alignment, protective versus open posture, expanding, taking up space, power poses and peacocking. Greg explained how he’s used the power poses to put himeself in a great mental state for client appointments. Matt shared how much of the body language issues can be solved by 1) Dealing with the underlying insecurities that leak out in your body language, and 2) Asking yourself are you being open or are you being protective, as a shortcut to getting into better body language.

Lastly, Matt shared some body language No-No’s, how to immediately boost your appearance of confidence in appointments by slowing down your movements and breathing, letting go of tension. Matt also explained how important energy is to body language, how it affects other people, and how to channel nervous energy into movement during public speaking.

You can improve your body language in two ways:

1) Paying attention to and changing your physical posture and mannerisms, or

2) Work on the underlying issues that cause your poor body language. Start by taking practical steps, like slowing down, smiling more and staying in an open posture.

Feb 22, 2016


“You just have to get your name out there!” That’s the best marketing advice most people have to offer. Sadly for most people, it’s also wildly ineffective. What good is your spreading the word about you if you give people no compelling reason to trust you or contact you? Where’s the attraction? In this special Marketing Q&A episode, we tackle some common (and not so common) real estate marketing questions.

Takeaways + Tactics

1. Slogans are usually cheesy and have no compelling reason for prospects to trust you or contact you

2. Direct mail is coming back- especially in a world of social media and email

3. Get out there and start serving clients - your marketing message or slogan should come organically from the actual work you do for clients

It’s much better to be clear than clever. -Anonymous

We started by answering a question about solar panels from the Lead Gen Facebook Group, Greg recommends solar panels only in cases where you plan on staying in the house for decades to come. We also answered a question about direct mail versus email newsletters and shared why direct mail is an option to seriously consider if you have the right demographic market.

Then we tackle the common question: What’s a good slogan for an agent? Assuming you don’t want to use the winner, “We very rarely kick puppies” it also begs the question, Why do you need a slogan in the first place?

Greg shared some slogans from his team’s history, and Matt accidentally mocked the slogan Greg wrote himself, “Treating every client like family.” Both Greg and Matt agree you’re better off figuring out your ideal client and your unique way of serving them and allow your marketing message to come together naturally. Remember, it’s much better to be clear than clever.

So if you’re looking to attract more clients, it’s going to take more than getting your name out there. People need a compelling reason to take a step toward you, and it’s your responsibility to figure out exactly who your ideal client is and adjust your message and marketing materials to attract your ideal clients.

Feb 19, 2016

Short sales and foreclosures are a unique niche most agents will encounter at some point but frequently don’t have the skills or expertise to handle. Short sale negotiator and expert Angela Burton joins us to share her background, how she helps negotiate short sales and what it takes to work this niche.

Takeaways + Tactics

1. You don’t have to be a short sale expert yourself - you can bring in a short sale expert to help you negotiate with the banks and give your client the best service

2 Short sales take an average of 3-6 months

3. Beware of buyers wanting to buy a short sale - your buyer agent fee cannot come out of the listing side, so your buyers are responsible for paying you directly

We believe real estate could radically change in the next 5-10 years, so you may need to shift gears to stay in the business. You might even need to learn new types of transactions and a new way to manage transactions for your clients by putting together a custom team of outside experts. Take Angela’s advice and binge on educational content on YouTube and take advantage of company training programs. They might lead to whole new source of business for you.

Guest Bio

Angela Burton is a short sales real estate expert, negotiator, property manager and licensed agent. She serves as Short Sales Negotiator for Significa Corp and as a listing agent for Keller Williams in Pittsburgh, PA. Angela has over 20 years experience in every facet of the real estate industry, including sales, investing, financials, appraisals, working with hedge fund investors, REO’s, apartment buildings, eviction hearings and much more. To bring Angela in as a short sale expert to help your existing client, or to send her referrals in the Pittsburg area, contact her at 412-345-8050 or email

Feb 17, 2016

Over the years Greg has accumulated many legal pad lists full of free and low-cost tools and resources for agents, and today he’s opening those legal pads and sharing the goodness with the rest of us.

First we tackled a question from the Scripts & Objections Facebook Group on how to handle a potential listing who wants to wait till they make improvements before listing. Greg explained how he would follow up and offer value with resources like his Good Guy List, pop-by’s, check-ins, offering to meet up with vendors he recommended to introduce them in person, etc.

The first set of tools and resources are for local market and neighborhood stats that will help you stay informed on your target areas.

Next we talk about how to use Zillow to find market information, and and to look for rental information. This is great for a seller client who’s looking to rent after their sale.

If you work with clients where English is not their primary language, is a great free language learning tool that makes learning fun through gamification. You can also use Word Lens (just bought by Google) to use your smartphone to translate the printed word from one language to another in real time. Check it out at:

Next Greg dips into some general tech tools and interesting resources, such as LTE-U, which may allow you to use free WiFi from the unlicensed spectrum of existing LTE networks. Visit: to learn more about LTE-U. is a free time-saving app that helps you manage your moving process including updating contacts and contacting utility companies. If you want to find someone in your database who’s contact info is outdated, use to perform a skiptrace -

We finish up by sharing some more real estate resources:

AM Open House:
Jeff Cohn’s favorite resources including Altek World for Craigslist Posting:
The Personal Marketing Company - 5-Year Postcard Follow Up for Seller Clients: Item-of-the-Month clubs perfect for closing gifts and pop-by ideas for past clients and sphere - Drop-off item ideas with scripts and taglines to go with them -
Word of Mouth: Tips and tricks to keep you top of mind and generate word of mouth with your sphere of influence -

Now that you’re armed with some great resources, apps and tools, go out and start using them to build your business and make your life easier!

Feb 15, 2016

Feel like your clients are beating you with sticks to lower your commission? In our latest episode we share two different perspectives: 1. Scripts to deal with the objections as they come up, and 2. Ways to prevent commission-cutting objections from coming up at all.

Takeaways + Tactics

1. You do not work FOR the client - The client has hired you to lead them to a certain result

2. Understand when to cut your losses and move on to other potential clients who are a better fit for you

3. Marketing efforts like building a platform and using media appearances, social proof and success stories can eliminate commission objections from every coming up

So many agents do not honestly believe that they are in charge. They believe they work for the sellers or their broker. BS. YOu are driving the ship, you’ve got to have ownership of that. And that starts with protecting your commission. -Greg McDaniel

First we answer a question on how to generate seller leads on Facebook, and Greg shared his team’s strategy for using actual buyers and their criteria to run a custom ad. Of course, you get the buyer’s permission (and use no last names) but otherwise give somes details on the buyer’s situation and the exact type of home they’re looking for.

Then we dive deep into scripts and how to handle objections from potential sellers during your List Pres/CMA meetings, Greg shares his favorite scripts for each situation. One of his favorites is to simply state what your side of the commission is and ask the seller, “What would you like to pay the buyer’s agent?” This script hits a couple birds with one stone; it reminds them that you don’t receive the full commission, explains how it’s split and forces the seller to think about attracting buyer’s agents rather than what they’re paying in total commission.

Next we go into 7 keys to prevent commission objections from every coming up.

1) Go in by Referral
2) Have an Ideal Client
3) Have a Platform
4) Have Success Stories - Testimonials, case studies, online reviews
5) Have Social Proof
6) Have a System For Everything
7) Ask Questions

You are the captain of this ship - YOU run the deal. It’s your job to get the client the result they want, and that starts with protecting your commission so you and buyer agents have every incentive to sell your client’s home.

Feb 12, 2016

If you needed a new client right NOW, what would you do? In our latest agent interview, Trey Willard shares how he’s built a referral-based real estate business thanks to the relationships he’s built with the 1,600+ people in his database. Trey can call any of those 1,600 people right now and they’d be happy to take his call.

Takeaways + Tactics

1. Facebook Gifts are an easy way to thank people for sending you a referral

2. The higher the level of human contact with your database - the more effective it is

3. Before calling someone in your database, check their Facebook Timeline first

Prospecting and internet lead gen should only be built on the foundation of a great database. Start with the people you know and make sure they know what you do. You don’t have to aggressively ask for referrals. Make simple check-in calls, bring value and make a genuine connection with them and the referrals will come naturally.

Guest Bio

Trey Willard is the the Lead Residential Agent for Donnie Jarreau Real Estate, a new division of a prominent local developer. Prior to starting this division, Trey was Keller Williams Rookie of the Year (2010) and Top Producer 2010-2012. Any referrals you have in the Baton Rouge area, please send them to Trey via email:

Feb 10, 2016


Live streaming video is taking over the social media conversation. The tactics will change constantly but there are 4 strategic uses for live streaming that will always apply.

Takeaways + Tactics

1. Live stream your Open Houses to demonstrate your value to current and potential clients

2. Use live streaming tools to build a Platform and reach a larger audience of your sphere and potential clients

3. Offer live streaming video as an alternative to your weekly update calls

First we answer a question from the Facebook Lead Gen Scripts & Objections Group on how to make prospecting calls on Sundays, and Greg rants about his exhausting Super Bowl experience.

We also teased our upcoming test with a live streaming video platform called Smiletime, which allows you to host a live interactive video show with live chat and video call-ins from guests. We’re excited to run our first event and hopefully it goes well enough that we can make it a recurring interactive podcast event.

Then we dive into live streaming video, and the 4 main strategic uses:

Better client interaction- Instead of a weekly phone call update to sellers, offer a Skype, FaceTime or Google Hangout update. I would much rather do a video call than an audio call.
Demonstrating Value to Existing Clients - Live streaming Open Houses, door-knocking sessions, phone call sessions, open house invites, etc.
Platform- Building trust by using regular scheduled live streaming. Trust is about promises made and promises fulfilled over time.
Attracting New Clients Through Shareable Content- Housewarming parties, neighborhood events, local business interviews and anything else that is ideal for sharing.

Live streaming is just picking up momentum and might be poised for mass adoption. This creates a great opportunity to leverage these tools to build deeper relationships with clients and sphere as well as reach a larger audience through a Platform.

Feb 8, 2016

Jay Samit joins us again to judge the best business ideas we’ve come up with over the last 30 days. For those who watched Jay’s original appearance, Jay challenged us to come up with 3 problems a day and ideas to solve them. Today we pitch our best ideas and get live constructive feedback on how to improve our business ideas.

Takeaways + Tactics

1. Every day write down 3 problems you might be able to solve

2. Don’t nurture an idea - kill it every possible way you can think of till you hit a Zombie Idea

3. Scratch your own itch - some of the best product ideas were created by people outside of an industry solving their own problems

So take the 30-day challenge and start writing down three ideas a day for problems you could solve. Doing this exercise helps you to see the world in a different way - as a series of problems that can be solved instead of just obstacles to your happiness. In those 90 ideas could be the seeds of a billion dollar company.

Guest Bio

Jay Samit is a serial entrepreneur, intrapreneur, innovator and pioneer in the music, video distribution, social media and eCommerce space. His background includes stints as head of Digital Distribution at EMI, adjunct professor at USC, senior management roles at Sony and Universal Studios and taking the video chat service ooVoo to over 100 million users. He currently serves as the CEO of SeaChange Int’l, and recently released the book Disrupt You!

Visit to receive a free copy of the 40 page Disrupt You! companion workbook.

Feb 5, 2016

Who the hell are we and why do we do this? In our latest episode we decided to tackle all that in one show. We share our backgrounds in life and real estate, the purpose and future of the podcast and why we don’t sell coaching.

Takeaways + Tactics

1. Don’t give up - even market crashes create opportunities to get better

2. Know your competitive advantage so you present it to potential clients in any form- verbal, written, voicemail or email

3. Sometimes you have to humble yourself and ask for help


Remember, even market crashes can create opportunities to get better, learn new skills and become even more successful. It’s all in how you respond to what happens to you. 

Feb 3, 2016

100% of nothing is still nothing. That’s why we believe commission splits should be toward the bottom of your list of concerns when looking at brokers. In this episode you’ll learn the key things that make a great brokerage so you know exactly what to look for when selecting a brokerage to join.

Takeaways + Tactics

1. Don’t chase commission splits. 100% of nothing is still nothing

2 Interview multiple brokers - don’t join a brokerage where you’re swimming uphill against the culture

3. Look for brokerages where the incentives are aligned so agents and admin staff are motivated and rewarded for helping newer team members

Look for a friendly, knowledgeable, experienced and generous atmosphere around the broker office, and take the time to ask current agents, office staff and agents who have left the brokerage you’re interested in to get the full picture of that brokerage. Only then make your decision on brokerage to join, and whatever you do, don’t chase commission splits!

Feb 1, 2016

Borrowing against life insurance policies are a creative (and possibly tax-free) way for buyers to come up with their down payment. Insurance Planning Specialist Rob Hansen joins us to share how that works as well as lessons he’s learning building referral relationships with Financial Advisors.

Takeaways + Tactics

1. Homebuyers in their 40’s to early 60’s with 10+ year-old life insurance policies are great candidates for borrowing against their policies

2. Hone your elevator pitch to referral partners by focusing on the benefits to them of working with you

3. When building referral relationships, look the part. Your dress and style should convey that you are a part of their world.

In summing up his approach, Rob explained that people buy from you based on three things: Why should I work with you? What do I get out of it? and How does it benefit me to work with you? Focus on answering those three questions and you’ll attract more clients, more referral relationships and more business.

Guest Bio

Rob Hansen is an Insurance Planning Specialist at BKA Financial. In addition to helping consumers with their insurance needs Rob also drives revenue for financial advisors by identifying and delivering life insurance solutions for Financial Advisors and their clients. Connect with Rob via phone at 925-200-3635 and via email at

Jan 29, 2016

With the rise of shows like Entrepreneur on Fire and Smart Passive income, many agents are interested in hosting their own podcast. In our latest episode, we talk about the 3 specific purposes for real estate agents to host a podcast, and interview John Lee Dumas, host of Entrepreneur on Fire, on the nitty gritty details of hosting a consistent, high-quality podcast.

Takeaways + Tactics

  1. The best way to launch a podcast is to meet your ideal listeners where they already congregate - online and off - and learn their pain points

  2. Once you have a few interviews with key people lined up, leverage their names to give your show social proof and credibility

  3. If you try to resonate with everyone, you’ll end up resonating with no one

First we address the reasons a real estate agent might host a podcast and the target audience for each. 1. Real Estate Market Show- Similar to a real estate radio show, this would be aimed at a general audience of buyers and sellers. 2. Community & Local Business- This would be an interview show with key vendors, contractors, lenders and local businesspeople, speaking to a general audience. This allows you to build relationships with key referral partners and stay in front of them by providing value rather than just by contacting the to ask for referrals. 3. Recruiting - This would be aimed at local agents, giving tips and strategies that are working for you and your agents, attracting other agents to join your team.

We kick off the interview with John Lee Dumas by going back to how John started Entrepreneur on Fire, meeting his initial target guests in person at events and approaching them about coming on the podcast. One great strategy he shared is that when he spoke with potential guests he referred to the first 20 guests he was booking as The Power 20 , which is a great strategy. Giving something a name and a personality can make it far more enticing.

From there, once he had a few high-profile guests he was able to leverage their name and credibility to book his next round of guests. We also discussed how far in advance he would book guests, and John shared the story of moving around a dentist appointment in order to accommodate Seth Godin’s schedule, in comparison to his schedule now which runs 8 interviews back-to-back on Tuesdays.

Next we talked about the curse of knowledge and why John doesn’t prepare for his interviews other than skimming their 50-word bio just before the interview. It only took about 450 interviews to get to the point where John is completely comfortable with that approach.

Knowing your target audience is critical to growing your podcast, and John shares exactly who his “avatar” or ideal listener is and how he developed that avatar to the point where he named the avatar and can describe this ideal listener in great detail. John points out that if you try to resonate with everyone, you end up resonating with no one. Find your niche, build raving fans, get initial momentum and then look to broaden and expand out from there.

John also shares why you need to take every opportunity to engage with your listeners, and ask them what they’re struggling with so you as the host can help create the solution to those pain points. That’s been the key to John’s monetization strategy, which has led to his founding Podcaster’s Paradise, Webinar on Fire and the Freedom Journal.

We finish up by talking about the challenges of putting out a daily podcast, how John records and maintains a consistent 7-day a week publishing schedule while building other parts of the business, and how John would launch a new podcast in this saturated environment.

So if you’re thinking of starting a podcast, start by identifying exactly what your goal is, who your ideal listener is, and get out there and meet them. Learn what their struggles and challenges are so you can create content that helps address those pain points, and then make it easy for them to appear on your show and share it with their friends.

Guest Bio

John Lee Dumas is the founder and host of Entrepreneur on Fire, a top ranked business podcast featuring interviews with 1,200+ of today’s most inspiring entrepreneurs. In addition to running his flagship 7-day-a-week podcast, John also founded and runs Podcaster’s Paradise, Webinar on Fire and recently launched The Freedom Journal, a goal-setting planner that has raised well over $300k on Kickstarter. Learn more at and check out his podcast at

Jan 29, 2016

Are you trying to create win-win deals when you negotiate for your client? Wrong move, says our latest guest, Michael Lee, author of Black Belt Negotiation and Cross-Cultural Selling for Dummies.

Takeaways + Tactics

1. Practice negotiation in your daily life by negotiating everything
2. Don't worry about the other side - if they accept the deal, they believe it's in their best interest
3. Reach out to FSBO's by offering a free book that breaks down the sale process and shows the real value Realtors provide

As Americans we are raised in a non-negotiating culture, which puts us at a disadvantage when making the biggest purchases of our lives, like homes and vehicles. We negotiate because we must, not because we want to. Time is money and we’d rather save time by spending more money, versus other cultures where time is more plentiful and money is scarce.

Michael gives some practical tips for improving your negotiating skills by looking for opportunities in your daily life, plus tips for working with clients from other cultures who want to negotiate hard in a seller’s market.

You’ll also learn Michael’s approach to FSBO’s, including his FSBO booklet and how he follows up to get the appointment. Make sure to skim past the tech issues, Michael had internet issues at times but he gives some great information throughout the episode.

Guest Bio

Michael Lee is an 8-time published author, speaker, multi-cultural selling and negotiation expert. He is currently the Managing Broker of Realty ONE as well as President of EthnoConnect and a member of the National Speaker’s Association. Connect with Michael by phone 800-417-7325 for any of Michael’s books, speaking engagements or information on joining Realty ONE.

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