Live UNREAL with Glover U

In today’s episode of the Live UNREAL Podcast, Jeff Glover spoke to panelist Kaleo Kina, a master marketeer from Virginia Beach. After serving eight years in the Navy, Kaleo started his career in real estate and has been absolutely crushing it. 

Despite the market shit, Kaleo’s team keeps on doing more inventory each year. According to Kaleo, his secret to success is pivoting to the changes of his market. His team is never stagnant but always consistent in trying to maximize their client experiences. 

Find out how to become a better marketer, handle this market shift, and grow your database in today’s live episode of the Glover U podcast. 

We also discussed;

• Getting the most out of every interaction

Quotes

“The most valuable touches are face-to-face and voice-to-voice.”

Key Points 

1. To thrive in this shifting market, you need to adapt to the environment. Relying on what worked for you during the crazy pandemic market won’t work anymore. 

2. You can use smaller gifts and giveaways as a reason to reach out to your database. For example, giving away Bass Pro Shop gift cards on Father’s Day is a great way to get in touch with local families. 

3. Automation is a great foundation for your database marketing plan, but ultimately, face-to-face touches are more valuable than generic materials. This is the best way to get clients to feel like they know, like, and trust you. 

In today’s podcast episode, we are sharing a panel with Sarah Maslowski, where she shared her experience creating YouTube videos for social media marketing. She has been working on this strategy for years and has truly strengthened it. This year she is on pace to close on 70 units, which is a big accomplishment! She can attribute some of that to YouTube marketing. 

Sarah has been attending our events for three years, is a one-on-one client, and has attended Prospecting Bootcamp. Therefore, she has the training and experience and has become a top agent. She films a few videos at once and does this a couple of Sundays each month. Her videos are talking-head style, and she only puts about two hours a month into filming. She now has an assistant that helps her research and create outlines for the scripts she uses for her videos. Then she works with an editor. She has a lot of valuable insight into this strategy, and we’re here to share it with you. 

You’ll also learn: 

• How Sarah tackles filming videos 

Quotes 

You have to teach the algorithm that you will consistently produce content. - Sarah Maslowski 

People will binge-watch your content and really feel like they know you. - Sarah Maslowski 

Key Points 

1. It matters what kind of content your produce. Sarah wasn’t getting any traction from her videos at first, so she decided to look at the videos that were done by people who were successful in this field. They were making content specifically about their town. This included the pros and cons of living there, how much it costs to buy a home there, the cost of living there, why they live there instead of other places, what the schools are like, and more. Despite a lower production level, these agents were making successful videos, so it was clearly about the content. Now Sarah educates clients who are moving to her area. 

2. Sarah needed to shift her mindset to take this seriously and be disciplined enough to see a new strategy through. She used to try something for only a couple of weeks. However, with this, she didn’t give up and committed to doing this for at least a few months, regardless of the results. When trying a new marketing strategy, you won’t see results right away, so you need to be patient and dedicated. 

3. You need to post a video every week and cannot miss one. You need to teach the algorithm that you will consistently produce content. Then YouTube will put your content in front of people. Also, when you consistently make content with your face and voice, perfect strangers will feel like they know you, which gives you a personal touch. 

4. One downside is that this strategy will mostly attract buyers. Sarah’s business is about 70% buyers. Right now, this will present difficulty in a market that is hard for buyers. However, she is building a great foundational database for the future when those buyers become sellers. Also, with this strategy, you’ll be working with strangers instead of going to your database to find people who already know and love you. You could attract difficult people, so be prepared for that. 

In this episode, we’re sharing an awesome interview with Meredith Wilson from North Carolina. She has been in the business for eight years and has a lot of valuable information to share. She has sold over 100 units in a year and did so by focusing on past clients and generating referrals to gain business. 

Today, we’re talking about how Meredith gains referrals, which are free leads. A lot of her business comes from her database, so she works hard to dominate it and add value to it. Also, she used to be a teacher, and she was able to take some of the things she learned during that time into her career as an agent. 

We’ll also cover: 

• How to work smarter, not harder 

Quotes 

Now I love calling past clients—I really want to dominate my database. - Meredith Wilson

One of my favorite things I learned while teaching was the sponge method. - Meredith Wilson 

With a team, the leverage is already there, so why try to recreate it? - Meredith Wilson 

Key Points 

1. Referrals are like free leads, so don’t underestimate them. Plus, you can get them from people who already love you, so they’re the easiest leads to convert. Referrals are most of Meredith’s business, and it’s how she works smarter, not harder. As a result, she truly likes to prospect because the process is easier and happier. 

2. One of the ways Meredith likes to prospect is circle prospecting. This is a way to brag about your successes. For example, if one of Meredith’s listings gets 10 offers, she will use the opportunity to call the neighbors and tell them about this success. This has a lot of potential to create new business. Even if those homeowners aren’t ready to act, she will add them to her database and follow up because that’s where she gets a lot of her business. 

3. It’s important to add value to your database. Meredith suggests doing anything to stay in touch with people and show them that she cares, which is critical. She encourages getting into their worlds and finding out who they know. One way she does this is through events. She hosts four client appreciation events each year, which gives her the opportunity to connect with people. This is one way she dominates her database. 

4. One of the best things Meredith learned from her teaching career that could translate to real estate is the sponge method. With this, if there’s something you can’t master, go to someone who can teach and show you how to do it. For example, if there’s a task Meredith is struggling with, she will bring a colleague or mentor with her to learn from them. This has helped her grow tremendously. However, she has also grown through gaining the help of an assistant and working on a team. 

In today’s episode, Jeff is joined by Nick Bellmore to reveal some secrets to getting more offers accepted and converting more buyers. Nick was our first buyer's agent in 2007. He has 23 years of experience working with buyers and is a top buyer’s agent and coach. He knows all the ins and outs of this part of the industry.

Today, Nick is sharing the techniques that have propelled him to tremendous success. These methods not only helped him achieve his desired work-life balance but also made him a top buyer's agent. By implementing these strategies, you can significantly enhance your chances of securing more qualified buyers.

In a competitive real estate market, it is crucial for agents to stay ahead of the game. Nick's tried-and-tested approaches will provide you with the necessary tools to navigate this challenging landscape successfully. Tune in as we share winning buyer tactics and discover how you can elevate your performance as a buyer's agent. Prepare to revolutionize your approach and unlock new opportunities for success in this dynamic real estate market.

We also discussed;

• Our upcoming retreat and how you can sign up.

Quotes 

“Nick has mastered the buyer side of things and the listing side. He was selling 75 homes per year before it was cool!” - Jeff

“Make sure you’re following up to ensure that your database knows who you are and keeps you top of mind.” - Nick

Key Points 

1. You can find a work-life balance. Becoming more efficient at work lets you have the time and energy to enjoy the other parts of life, which in turn, gives you more energy to go back to work and efficiently achieve more success.

2. Lead follow-up is more important now than ever before. Statistics show that 67% of buyers only interview one agent. This is something that you can capitalize on in a major way.

3. There are five actionable steps that should be in every agent’s daily schedule. They will help you get in front of more people, convert more buyers, and most importantly, work with buyers who are the most qualified. 

In today’s episode, Taylor and Justin Ford are here to reveal the secret to getting more signatures. We’ll discuss customer psychology, dominating your market, and growing your business. If you think selling homes is just talking to people and making a lot of money, you should know that there’s a lot more to it than that. 

Fortunately, Justin is here to share his success secrets with you. At their core, his tips can be summed up with one piece of advice: Talk to more people. At the end of the day, real estate is a numbers game. The more people you talk to, no matter how good you are at talking to them, the more leads you’ll secure and the more transactions you’ll do. 

Today, Justin takes you through the Glover U game plan for prospecting, improving your mindset, developing your skills, talking to more people, and growing your business. 

We also discussed;

• The importance of mindset in this market

Quotes 

“Mindset and skills are what separate elite agents from the rest.”

“Selling is not telling; it’s asking questions.”

Key Points 

1. To master prospecting and solve issues in your business, you need to focus on your mindset and your skills. The truth is that resources and training are available for all people—they are very accessible. Because of this, you need to have a bulletproof mindset to outwork your competition. To improve your mindset and identity and address your limiting beliefs, listen to encouraging material, rid yourself of negative people, and attend conferences. 

2. Besides mindset, skills are your No. 1 asset. Consumers make decisions on who to work with based on how you make them feel. If you can present yourself as an expert, you’ll make people feel better about hiring you. Ask great questions, listen to people’s answers, and ask deeper questions.

3. The fastest way to get to a deal is to have conversations with people. Practice scripts and roleplaying with other agents. It might not be the most exciting work in the world, but it’s effective. From there, identify the people you want to target. 

Welcome to the latest episode of the Live UNREAL podcast! We’re excited to hear from our special guest, Greg Erlanger. He is a renowned marketing expert, the co-leader of Ohio's top-performing team, the Easy Referral Network, and also the leader of our esteemed Marketing Mastery program.

As someone who embraces innovation, Greg understands the importance of adapting new marketing strategies to achieve success in the real estate industry. With his wealth of experience, he will be sharing with us his expertise in social media, video marketing, and branding. He will walk us through a condensed version of his comprehensive 16-week Marketing Mastery Course, covering various topics, including the fundamentals of building a strong brand identity, harnessing the power of video marketing to drive funnels and generate valuable leads, and many more.

Whether you're a seasoned professional looking to enhance your marketing prowess or a newcomer seeking to establish your brand, Greg's insights and practical tips are sure to provide valuable guidance!

We also discussed:

• The three types of ways to win a business

Quotes

“You need to understand your brand before you start creating content.” -Greg Erlanger

“Great brands solve problems.” -Greg Erlanger

“You(Realtors) need to be content contributors and not content consumers.” -Greg Erlanger

Key Points 

1. Realtors often overlook the significance of marketing, but it plays a crucial role in creating value, promoting their brand, and attracting clients.

2. To have a successful marketing strategy, do the following:

• Begin by defining and understanding your brand

3. To create your brand, start by conducting a social media audit. Do this by Googling yourself to see what information is available about you online. This is an important step in assessing your social media presence and understanding how you are perceived by others.

4. When building your brand, you need to ask yourself these questions:

• What are three descriptive words that describe who you are?

5. In terms of social media strategy, video marketing is the real winner. That is why Realtors have to become media content experts. 

6. Long-form videos refer to content that is over an hour long, such as podcasts and TED talks. By capturing someone's attention through a long-form video, you can increase your influence and expand your audience. Meanwhile, short-form videos, which are typically less than 60 seconds, make up 80% of video consumption on the internet. They are designed to be easily digestible and should aim to hold viewers' attention to prevent them from moving on to the next video. They can act as a gateway to long-form content, with viewers transitioning to longer formats if they appreciate the short-form content.

7. Marketing aims to achieve brand awareness as one of its primary objectives. By consistently producing and sharing content, particularly through short-form videos, it helps ensure that you are the first realtor that comes to mind when someone in your sphere of influence thinks about buying or selling a home.

8. When creating short-form videos, it's essential to pay attention to popular trends and begin with a captivating hook to capture viewers' attention.

9. You don’t need to become a social media influencer, the goal is to have enough foundation and baseline that instills confidence in your credibility as a reputable Realtor.

Welcome back to our Summer Webinar series, where we are joined by Operations Manager and ten-year veteran of my company, Taylor Kerrigan. Today, Taylor is going to walk us through the importance of your database, how to grow your database, and how to keep from losing business out of your database by providing new and evolving value adds. 

It’s clear that database loyalty is starting to wane. You can go through the whole homebuying or home-selling process without ever talking to a real estate agent. In fact, you can manage the whole transaction from your phone. 

The reason for this is that agents are all doing the same things, and that means that they aren’t adding value. How often do you reach out to someone in your database and they have already bought or sold a home without you? It happens to everyone, even us. That means that you have to think outside the box and find new avenues for providing your database with value so that you stay in front of them. That’s because the agent who is in front of the client the most is usually the one who wins their business. In our latest episode, you will learn the secrets to all that and more through the value of infotainment.

You’ll also learn:

• The different kinds of databases

Quotes

Everyone you know knows at least two other Realtors... The one who wins their business is the one who is in front of them the most. -Jeff Glover

People want to help people. -Jeff Glover

Key Points

1. The five key databases that every agent has or should have include their sphere of influence and past clients, social media, exchange, CRM, and agent-to-agent referral databases.

2. The three rules to growing your database are the following:

• Adding people to your database daily

3. Agents who are growing their databases are doing these five things:

• Holding community events

4. Door knocking is now more effective than ever, and you should be doing it too.

5. You can provide value by calling people after events to say how happy you were to see them or how sorry you were to miss them, adding an infotainment value to your market updates, documenting the day of events, and using a goal script.

In today’s podcast episode, we are joined by Kate Simon to cover a very important topic: people development. This is one of the key pillars to determine where growth needs to happen in your company. You need to determine what your plan is, who you’re meeting with and when, and what you’re doing to pull out the best in people. You will get them in the door with your value proposition, but then what are you going to do? 

The truth is that too many agents don’t expect people will stay on their team long term. Instead, you should have a plan to succeed together for life. What do you need to do so people will never want to leave your company? This is what we’re going to help you figure out today with the generous help of the Director of Coach Development at GloverU, Kate Simon. 

You’ll also learn: 

• Why it’s beneficial to invest in people

Quotes 

People are going to join your organization for what they get, and they’re going to stay with you for who they become. - Kate Simon 

Helping people is only the baseline requirement for being a leader. - Kate Simon 

Leaders, it’s not their job to understand you, it is your job to understand them. - Kate Simon 

Key Points 

1. There are three big reasons why you should invest in people. First, you will gain a higher ROI on the money you spend on talent. Second, you’ll improve your company’s culture. Do this by becoming a legacy leader who regularly shares the vision and cares for people. Third, it’s the ultimate leverage—your team will attract, retain, and take the identity of you or the people you spotlight. 

2. Caring about your team members is essential. Know what they want outside of the company, and understand how the company fits into that, not the other way around. Also, take yourself out of the center of the conversation and focus on boosting others up. This will greatly help your company. 

3. There are five top skills that every leader needs to be fantastic at if they want to develop others and reap the benefits from that. The first is communication. Know that when you’re meeting with people regularly, the emotional charge of the conversation goes down. The second is versatility, which is how you learn to say things and build trust with others. The third is empathy, which means that you should know what people’s goals are and why. The fourth is knowing how to confront people lovingly, which you can do by following this formula: Compliment, confront, ask questions, and compliment. Lastly, there’s active listening, which is arguably the most important. You need to be able to repeat back what you heard in a different way, ask clarifying questions, and then deeper questions. 

4. Just because you are succeeding at something or know how to do it well doesn’t mean you can teach others that skill. Leading is a separate skill you have to learn. There is an opportunity to learn for 16 weeks from the person who taught Jeff how to lead. Then there is also an upcoming retreat, from June 19 to 22, and we can share a discount code with you. Overall, know that there are a lot of opportunities to get involved. 

In today’s episode of the Live UNREAL Podcast, Jeff Glover and Kathy Schweitzer discuss the secret to growing your real estate team: recruiting good talent. The truth is that finding good members for your team is easier said than done. You can go to a random parking lot and give people your card, but there’s no guarantee the calls you get back will be high-quality talent. 

If you want to recruit the best talent, there’s no better person to talk to than Kathy. She has 45 years of experience recruiting good people all over the country. Kathy has tons of valuable insight on recruiting top talent, and she’s sharing it with you today. 

Market shifts, like the one we’re experiencing now, are great opportunities to step up your recruiting efforts. Right now, a lot of good agents are looking for new opportunities that provide more security, better leadership, and higher earning potential. We’ll discuss what you can do to step up and find good recruits, why recruiting solves all, and much more!

We also discussed:

• Why shifts are a great time to recruit

Quotes

“Recruiting solves all.”

“The quality is in the quantity.”

“Open your eyes: Good talent is all around you.”

Key Points 

1. Good recruiting is a good way to solve your problems. Productive agents make more money and give you more resources to weather market shifts and grow your business. At this point, Jeff focuses on recruiting agents who are already productive since he can rely on their past experience. 

2. You have to find quality in quantity. You shouldn’t be too picky about who you bring in—at least at first. Cast a wide net to find the best talent you can, but don’t hang on to subpar talent. If you keep unproductive agents around too long, they could dilute your quality long term. 

3. Hone your value proposition. Agents are looking for a lot of different things, not just commission. There are certainly agents who only care about commission, but those people are the exception, not the rule. A few other things you can focus on include support systems, security, environment, leadership, growth opportunities and more. At the end of the day, many agents just want to know what you can take off their plate for them. 

4. Write out a target list and find out who you want to recruit. Once you find out who you’re looking for, lean on your mortgage partners and current agents to find people who fit the bill.

In today’s episode of the Live Unreal Podcast, we’ll be diving into my three favorite and most effective tactics for lead generation. These are expired listings, for-sale-by-owner listings, and hybrid farming. We dive deep into the methods and reasons why these lead-generation tactics are the key to success in this new market.

Don’t know where to start? Follow along as we guide you through the process of building these techniques from the ground up. Jeff has been in this business and using these tactics for 21 years and has all of the secrets to how to implement them.

We also discussed:

• The seven ways to work expired listings

Key Points

1. One out of every three expired listings that come off the market relists their homes within seven to ten days.

2. Use a script to direct message potential expired listing leads on social media. Use the street address to personalize your message, and when they ask if you have a buyer, respond that you would need to see their house first and are available the same day or the next day.

3. The best day to call a FSBO owner is on Monday, and the worst day to call them is on Friday. When reaching out to these owners, make sure you call them in the first week and then follow up with them for the next five Mondays.

4. When hybrid farming, the key is to pick a neighborhood with a 5% turnover rate and contact owners in the neighborhood once monthly with a list of all of the homes that have been listed or sold in the neighborhood, regardless of whether it is your sale or listing.

5. When going door to door to add people to your database, it’s important to start with a clear value proposition. Then ask for their email before asking for their phone number. People are much more likely to provide their phone number if they’ve already given you their email address.