Live UNREAL with Glover U

In today’s episode of the podcast, we’re picking back up with the top producer panel, this time focusing on the productive habits that lead to success, and ways to nurture your database. 

 

Jeff is joined on stage by an agent who attributes his high transaction volume to consistent habits, and an agent who doubled his volume in one year. Bill Winslow and Harjit Saini share the strategies they’ve implemented to dominate their local markets and build a solid business. 

 

We also discussed;

How Bill sold a property for the highest price in a vacation market 

Why direct mail is such a powerful marketing channel 

How Harjit implemented an exchange database strategy and his results 

 

Key Points 

1. Doubling down on a business source isn’t just about money, it’s also about increasing your skills, effort, resources and even time. Increasing time isn’t just about hours on the task, it can even be about pitching up our intensity. 

2. Direct mail is one of those things we just have to stick with. At first you might get responses from people telling you to take them off their list, but the negative stuff will eventually make way for the positive feedback.

In today’s episode of the podcast, we’re going to talk about what it takes to differentiate yourself in the real estate landscape. Jeff is joined on stage by an agent who got licensed in 2020 and sold 15 homes in 30 days, and a broker who has mastered Facebook’s algorithms. 

 

Russell Vinson and Therese Anthonelli share the strategies they are using to stand out and win business in a highly competitive market. You’ll learn one way to position yourself as a true subject matter expert, and how to use social media to your advantage. 

 

We also discussed;

Why knowledge of product makes you a better salesperson 

How to put yourself on the map by marketing other agents’ listings 

Why we shouldn’t negate Zillow as a credibility marker 

Quotes 

Anytime you negate anything related to Zillow, you’re actually losing credibility with your clients. -Jeff Glover  

 

If I wanted to put myself on the map and gain any type of awareness, I needed to be different. -Therese Anthonelli 

 

Key Points 

1. One of the things that make us stronger as salespeople is knowing as much as possible about the product we’re selling. If you know the different structural aspects of a home, it’s something you can add to our value proposition. There’s an easy way to do this - bring in a home inspector to take you through every line item, and learn what needs to be fixed and how much it will cost. 

2. In order to differentiate ourselves, we have to stay current in terms of knowledge and marketing. It’s really easy to become complacent in what we know and what we’re currently doing, but that makes it really easy for other agents to replace us. If you’ve made the decision to be an agent and to lead others, you have to stay on top of what's happening.

In today’s episode of the podcast, we’re picking up from where we left off last week - talking about the key skills an agent needs to thrive in today’s real estate landscape. 

 

Previously, we talked about social media and digital marketing, and today we’re going to conclude that, and then talk about database marketing strategies, and how to build a personality-driven, prospecting-based and marketing-enhanced lead generation strategy. 

 

Jeff will share all the key pieces agents need to be focused on and optimize to get more business, and create a huge pipeline of business for years to come. 

 

We also discussed;

How much time we should dedicate to our social media marketing 

The 4 databases every agent needs to have in 2022 + 1 bonus database we can leverage to add more deals 

How to run a referral campaign to past clients 

 

Quotes 

Make a decision going forward to have a personality driven, prospecting-based and marketing-enhanced lead generation strategy. -Jeff Glover 

 

Key Points 

1. Google screened ads are now appearing ahead of PPC ads in the Google search, and by putting a bit of money behind these ads, you can generate some of the highest quality leads right now because you know that they are highly motivated to hire an agent. 

2. The people in our databases are being bombarded by so many other options, and we should be concerned about the loyalty of the consumers in your database. We have to assume that we’re going to lose people from our database, so whatever plan we put in place has to add new people while also retaining the people we can keep.  

3. If you live in a market people frequently move to, it’s worth considering building up your agent referral network. Instead of clamoring for referrals in Facebook groups, connect with agents in other markets and add value to them. Treat agent referrals like a marketing channel in its own right.

In today’s episode of the Live UNREAL w/Glover U Podcast, we’re talking about one of the key areas agents need to have dialed in today, your overall online presence. From your website and Google to Zillow and social media, many factors encompass your digital marketing strategy, and in order to succeed today, it’s something we should be focusing on. 

 

Jeff Glover will share key strategies you can implement to stand out, get more online engagement and increase your mindshare. 

 

We also discussed:

How to utilize Facebook Groups at the highest level 

Why Canva could be weakening the impact of your marketing 

The most impactful content you should be sharing 

How to master both long and short form content 

 

Quotes 

Marketing that solves problems stands out. -Jeff Glover 

 

Key Points 

1. Social media is a tool, not the foundation of a successful business. It will never take the place of doing the things that grow and sustain your business, but rather it should enhance them, and give you a space to showcase all the awesome stuff you’re doing. 

2. Promote buyer success stories just as much or even more than seller success stories. Buyer-focused content gives you the opportunity to share how you’re solving problems and helping your buyer clients save money, time and win in a multiple offer scenario. 

3. Instead of using the “share to Facebook” or “share to Instagram'' feature, tailor and adapt every post to different platforms because they appeal to different demographics.

In the last episode of Live UNREAL, Jeff introduced 5 real estate agents and leaders who are excelling at the key skills that are important for succeeding in this industry. In part 2 of this interview, you’ll hear from Corey Edwards and Ryan Young about mindset and turning the iBuyer offer into a bigger business. 

We’re going to talk about overcoming adversity and what it takes to build a successful instant offer operation to boost your real estate business. 

 

You’ll also learn:

One agent’s inspiring story of coming back from a severe injury 

How to get business in a new market

How Corey Edwards built an agent-led iBuyer company

If working with instant offer aggregators is ever a good idea

 

Key Points 

When Corey Edwards was 17, he suffered an accidental gunshot injury, and doctors told him he had no chance of ever walking again, but today he can. He’s proof that your mindset makes anything possible, and that it can change your reality.

Ryan Young took his iBuyer offer from a creative option that he provided to his client to a full-on iBuyer platform. Putting research, effort and capital into instant offers is a strong agent retention tool and it’s a solid source of off-market properties in a seller’s market.

In today’s episode of Live UNREAL, Jeff is joined on stage by 5 real estate agents and leaders who are excelling at the key skills that are important to succeeding in this industry.

 

iBuyers, community engagement and showing agents are incredibly critical to the growth of our businesses, and these agents are implementing incredible strategies in these areas. 

 

To start off, Chad Schwendeman, Josh Anderson and Jessica Spencer are going to talk about what they are doing to keep their businesses strong in the current market, and the mindset behind the key decisions they are making. 

 

We also discussed;

How Chad Schwendeman funds his own iBuyer program 

The key to getting our agents to buy into the showing agent model 

How to master the agent-to-agent referral game 

The power of heart-centered community engagement 

Quotes 

Social media is not in lieu of the phone calls and the actual contact piece of it, it’s in addition to. -Josh Anderson 

Key Points 

Why would a seller take less for their home by selling to an iBuyer when they could get more in a traditional listing? They are looking for convenience and certainty, the ability to sell it as is and choose their closing date. 

If we’re not intentional about how we bring showing agents into our businesses, we can actually lose clients. It’s important that we position the assistant as a partner, and not as a pass-off to someone less experienced.

In today’s episode of the Live UNREAL w/Glover U Podcast, Jeff is joined by Ken Pozek for a dive into YouTube strategies for real estate agents. Also known as “YouTube Ken”, our guest has almost 25k subscribers on his channel, and drives a lot of business through his videos. 

 

Ken has over 400 videos on his channel, and he’s gotten YouTube down to a science in the content he makes and how he optimizes it. If you’re looking to take your business to the next level, where do you start? What are the key pieces of a successful YouTube strategy? You’ll learn how to build up your own channel, and create massive value through video content. 

 

We also learn:

The most powerful hooks you can use to keep people watching your content 

How to appeal to the YouTube algorithm 

How to create authority on Google 

Quotes 

Whatever you do more of, you’ll get better at. -Ken Pozek 

Who’s your ideal buyer or seller and go shoot content for them? -Ken Pozek 

Key Points 

The biggest reason agents don’t have success with YouTube is that they give up on it too easily. If you want to be massively successful, commit to it long-term. You need to commit to it for at least 6 to 9 months before you start seeing results. 

Watch time is a huge factor in how successful you’ll be on YouTube. If you have a 10-minute video, and people only watch 2 minutes, YouTube will dock you for that, and suppress your video. If people watch 6-7 minutes of a 10-minute video, they will push your video and get it to show up in the rankings.  

Ken’s Top YouTube Tips 

Always create content based on what people are searching for. Easy topic ideas are “top 5 reasons to move to…” and “things to avoid when moving to…” based on your local area and neighborhood. You don’t have to get thousands of views to generate business from it.  

Use tools like Tubebuddy and Morning Fame to do keyword research and generate title ideas. 

Using hashtags in your description, they are better than tags.

In today’s episode, we’re bringing you the latest and greatest social media strategies and tactics to help you get more clients and add value to your marketplace. Social media isn’t a distraction these days, it’s the medium consumers are using to self-educate before they make a big decision, like hiring an agent. Social media platforms are the vehicles we can use to make money, and the better we get at appealing to the algorithms, the more business we can attract. Jeff is joined by the co-leader of Ohio’s number 1 sales team and our resident marketing guru, Greg Erlanger. He tells us how to build a solid marketing-based real estate business and win the opportunity to get to the kitchen table. You’ll learn how to get organized, build a plan, and implement successful tactics. How do you create a cadence of providing great, valuable content that solves problems and is also infotaining to the audience? You’ll find out all this and more in this episode. You’ll also learn: 

How to create a good mix of education, motivation, and trust-building in your content 

Why testimonials are out and what to focus on instead

How to get people in your funnel and take care of them once they're there

The power of tailoring your content to each social media platform

 

Quotes 

The way the consumer receives information is what has made social media a value-add marketing tool instead of a distraction. -Greg Erlanger  

Social media isn’t “look at me,” it’s “I see you.” -Greg Erlanger  

 

Key Points 

You can be a personality-based, prospecting-based, or marketing-based real estate agent, but whatever you choose, social media can enhance your efforts and have business chasing you instead of you chasing business. 

If you’re not tapping into the brand equity that you already have through the NAR, your brokerage or your team, you’re missing a huge opportunity to add to your credibility. These brands have years of authority and you can lean into it to make your personal brand stronger.

If you’re creating graphics in Canva, don’t directly export them to your personal Facebook page. Social media algorithms identify these exports as marketing materials, and they will suppress them.

In today’s episode, we're talking about the seller lead generation strategies that we’re finding success with right now. Every time we talk about listings and share what we’re doing in the field, we go back to our numbers and look at all our lead sources and the results we’re getting from them. We do this so that our strategies are highly relevant to the current market conditions. 

The market is constantly changing, and if our strategies remain the same, we won’t be able to compete. It’s important to understand exactly what the consumer expects from the real estate experience and deliver it at the highest level. Jeff shares with us 10 strategies that will help us get more seller leads and convert them. 

Jeff also discusses:

Why face-to-face and phone prospecting remain the most effective ways to generate leads 

How often we need to be breathing new life into our marketing materials 

Why our lead gen strategies have to be personality-driven, prospecting-based, and marketing-enhanced 

 

Quotes 

Make the decision to have a personality-driven, prospecting-based, and marketing-enhanced lead generation strategy. -Jeff Glover 

 

Key Points 

The consumers' expectations drive the market. They expect a higher level of professionalism because the amount they are paying has increased as prices have increased. They also want a professional in their corner who understands today’s methods of communicating, messaging, and transacting business.  

Before you add another lead generation source to your business, find out where your business came from in the last year and double down on that.

Online reviews lead to higher conversions. In 2010, people were asking their neighbors about you and your company when you left the home. In 2015, they were Googling you and looking you up on Facebook after you left. In 2020 and beyond, they are researching you before they even invite you in.

In today’s episode of Live UNREAL we’re talking about what it takes to build a world-class operations team starting from the very first hire. Jeff is joined by our very own Director of Operations, Taylor Kerrigan, who has been in the trenches of operations for multiple companies. She’s mastered several operations roles, built the operations foundation of a successful real estate company, and knows how to create a powerful back-of-house that will grow your business and level up your customer experience. Whether you’re an agent looking to make that first hire or an operations person yourself, this episode will equip you with the tools you need to develop an important part of your business. You’ll also learn:

The biggest mistake agents make when they try to build their operations team

How to document your systems so you can create consistency

The career progression of a great assistant

Why we should treat customer service as a lead gen pillar

 

Quotes 

When an organization is going through this breakdown to breakthrough process, the people in the organization will either step up or step aside. You should be okay with either one. -Taylor Kerrigan  

Your level of customer service and success in your business is directly related to the people who work in it and the belief they have in your vision. It’s difficult to make that work with virtual assistants. -Taylor Kerrigan  

 

Key Points 

There’s a big difference between a transaction coordinator, marketing assistant, and an executive assistant. An executive assistant manages the people and manages the business while the producer is out in the field. They first have to manage the agent by keeping them on schedule and on task and holding them accountable to what they want to achieve. 

Every client and every lead source should be getting the same customer experience 100% of the time. If that’s not happening, that means you’re not documenting the process.

Virtual assistants are very helpful when it comes to certain tasks in your marketing, but it would be very difficult to hire them as part of your operations team. It’s hard to maintain culture and the same vision if they aren’t in the same room as you.