Real Estate Uncensored - Real Estate Sales & Marketing Training Podcast

For many real estate team leaders, the job and the money they make comes with a high level of stress which destroys their quality of life. What are some of the biggest mistake agents make when it comes to the business models they built? Why is it so dangerous to be heavily invested in buying online leads? Why is the service we provide so critical to our success? On this episode, Real Estate B School founder and Business Freedom Podcast host, Lars Hedenborg joins us to talk about how he helps real estate teams run on the right models. 

A lot of teams aren’t set up on the right economic model or the right service model and most team leaders have to be in production because of those two things. -Lars Hedenborg  

Three Things We Learned

The problem with real estate teams 

Most real estate teams are held back by how they are built. They hire a collection of agents with no shared core values, they spend way too much money on marketing and they don’t focus on providing a good service. 

A strong business isn’t just about leads, it’s also about service

It’s not just about putting down money for leads, it’s also about the service you provide on the back end. Most teams could probably break even on online leads for a while, if they were also pairing that up with a strong commitment to repeat and referral business. 

Why it’s not wise to invest in mass advertising 

Real estate agents got drunk on the leads they were getting from Zillow, but just like all mass advertising nowadays, you’re paying a premium to reach unqualified, undifferentiated people. 

What business means to most real estate business owners is putting in a lot of hours, bringing tons of stress home to their families, and failing to increase their net worth. Unfortunately, running a business this way is unsustainable, especially if you’re heavily invested in online leads. To make a change, it might be necessary to reduce your transactions, start focusing on giving a high level of service, get marketing spend under 10% and work with agents who are willing to get a value-based commission. 

Guest Bio

Lars Hedenborg is the CEO of High Performance Real Estate Advisors and the Founder of Real Estate B-School. After leaving a corporate career behind him, Lars decided to join the real estate industry on the eve of the financial crisis. Despite starting his journey during such a volatile time, however, Lars became incredibly successful. His triumph led to his decision to help others in the industry, and today he is passionate about coaching agents and entrepreneurs.

To find out more about Lars and his coaching, head to: https://www.realestatebschool.com/.  

Check out his podcast, The Business Freedom Podcast https://blog.realestatebschool.com/podcast. 

Rockstar Agent Marketing Toolkit - Featuring our favorite scripts, tutorials and quickstart guides to marketing strategies like Facebook Live, door-knocking, remarketing advertising, open houses and referrals. Get actionable ideas and tactics you can use in your career right NOW.

For many real estate team leaders, the job and the money they make comes with a high level of stress which destroys their quality of life. What are some of the biggest mistake agents make when it comes to the business models they built? Why is it so dangerous to be heavily invested in buying online leads? Why is the service we provide so critical to our success? On this episode, Real Estate B School founder and Business Freedom Podcast host, Lars Hedenborg joins us to talk about how he helps real estate teams run on the right models. 

A lot of teams aren’t set up on the right economic model or the right service model and most team leaders have to be in production because of those two things. -Lars Hedenborg  

Three Things We Learned

The problem with real estate teams 

Most real estate teams are held back by how they are built. They hire a collection of agents with no shared core values, they spend way too much money on marketing and they don’t focus on providing a good service. 

A strong business isn’t just about leads, it’s also about service

It’s not just about putting down money for leads, it’s also about the service you provide on the back end. Most teams could probably break even on online leads for a while, if they were also pairing that up with a strong commitment to repeat and referral business. 

Why it’s not wise to invest in mass advertising 

Real estate agents got drunk on the leads they were getting from Zillow, but just like all mass advertising nowadays, you’re paying a premium to reach unqualified, undifferentiated people. 

What business means to most real estate business owners is putting in a lot of hours, bringing tons of stress home to their families, and failing to increase their net worth. Unfortunately, running a business this way is unsustainable, especially if you’re heavily invested in online leads. To make a change, it might be necessary to reduce your transactions, start focusing on giving a high level of service, get marketing spend under 10% and work with agents who are willing to get a value-based commission. 

Guest Bio

Lars Hedenborg is the CEO of High Performance Real Estate Advisors and the Founder of Real Estate B-School. After leaving a corporate career behind him, Lars decided to join the real estate industry on the eve of the financial crisis. Despite starting his journey during such a volatile time, however, Lars became incredibly successful. His triumph led to his decision to help others in the industry, and today he is passionate about coaching agents and entrepreneurs.

To find out more about Lars and his coaching, head to: https://www.realestatebschool.com/.  

Check out his podcast, The Business Freedom Podcast https://blog.realestatebschool.com/podcast. 

Rockstar Agent Marketing Toolkit - Featuring our favorite scripts, tutorials and quickstart guides to marketing strategies like Facebook Live, door-knocking, remarketing advertising, open houses and referrals. Get actionable ideas and tactics you can use in your career right NOW.

A lot of Realtors don’t really understand where their business is coming from or who their main audience is, and many who are active on social media are not generating sales from it. What does it take to connect with people and build real relationships online? How can we get clients on social media without paying? How do we translate engagement and attention on social media into sales? In this episode, David Greenspan explains how we should be approaching social media to build our brand and give ourselves more opportunity.

If you’re on social media every day building a little bit of mindshare, the reality is the brand is building and you’re giving yourself more opportunity. -David Greenspan

Takeaways + Tactics

We have two main audiences: people we know and people we don’t know; and by continuing to build the relationships we have with people we can positively transform our business.

We need to be doing five things to build a good social media presence: make posts, like and react to other people’s posts, comment on other people’s posts, share other people’s posts, and send out friend requests or follow people.

We can best build relationships online by evoking emotion. It is the fun, silly, relatable content that generates responses, and we need to be having conversations in order to build relationships.

The types of education that are currently out there for Realtors teach a lot about the legalities and what to do when we sit down with a client, but they completely bypass how to get a client there in the first place. By consistently delivering the right message to the right audience via the right channel, we can have real conversations with people, take those conversations offline, and give ourselves more opportunity to make a sale.

Guest Bio

David Greenspan is the Vice President of KiTS (Keep-in-Touch Systems) and has been working with sales people and teams across Canada for nearly a decade, helping them build and grow MindShare. We see over 3,500 advertising messages a day, we notice six, and we retain two. As marketers, we create the noise, and then we spend every minute of our days trying to break through it. David, an expert in ‘WOW’ factor Keep-in-Touch marketing, shows audiences in a fun, energetic and down-to-earth way how to use the science behind marketing to make business come to you. His specialties are cross-channel marketing, concept, execution and variable data.

https://mindshare101.com/

https://www.facebook.com/mindshare101/

https://www.instagram.com/davidgreenspan101/

https://www.linkedin.com/in/david-greenspan-1b085713/

Rockstar Agent Marketing Toolkit - Featuring our favorite scripts, tutorials and quickstart guides to marketing strategies like Facebook Live, door-knocking, remarketing advertising, open houses and referrals. Get actionable ideas and tactics you can use in your career right NOW.

A lot of Realtors don’t really understand where their business is coming from or who their main audience is, and many who are active on social media are not generating sales from it. What does it take to connect with people and build real relationships online? How can we get clients on social media without paying? How do we translate engagement and attention on social media into sales? In this episode, David Greenspan explains how we should be approaching social media to build our brand and give ourselves more opportunity.

If you’re on social media every day building a little bit of mindshare, the reality is the brand is building and you’re giving yourself more opportunity. -David Greenspan

Takeaways + Tactics

We have two main audiences: people we know and people we don’t know; and by continuing to build the relationships we have with people we can positively transform our business.

We need to be doing five things to build a good social media presence: make posts, like and react to other people’s posts, comment on other people’s posts, share other people’s posts, and send out friend requests or follow people.

We can best build relationships online by evoking emotion. It is the fun, silly, relatable content that generates responses, and we need to be having conversations in order to build relationships.

The types of education that are currently out there for Realtors teach a lot about the legalities and what to do when we sit down with a client, but they completely bypass how to get a client there in the first place. By consistently delivering the right message to the right audience via the right channel, we can have real conversations with people, take those conversations offline, and give ourselves more opportunity to make a sale.

Guest Bio

David Greenspan is the Vice President of KiTS (Keep-in-Touch Systems) and has been working with sales people and teams across Canada for nearly a decade, helping them build and grow MindShare. We see over 3,500 advertising messages a day, we notice six, and we retain two. As marketers, we create the noise, and then we spend every minute of our days trying to break through it. David, an expert in ‘WOW’ factor Keep-in-Touch marketing, shows audiences in a fun, energetic and down-to-earth way how to use the science behind marketing to make business come to you. His specialties are cross-channel marketing, concept, execution and variable data.

https://mindshare101.com/

https://www.facebook.com/mindshare101/

https://www.instagram.com/davidgreenspan101/

https://www.linkedin.com/in/david-greenspan-1b085713/

Rockstar Agent Marketing Toolkit - Featuring our favorite scripts, tutorials and quickstart guides to marketing strategies like Facebook Live, door-knocking, remarketing advertising, open houses and referrals. Get actionable ideas and tactics you can use in your career right NOW.

One of the things that happens to many of us is that we set goals in our personal and professional lives but we find them in conflict. What is the core reason behind this conflict? How do we prioritize our goals? How do we overcome the stories we tell ourselves that hold us back? On this episode, we are joined by the Silicon Valley Coach, Kelly McCarthy, who talks about how to get more clarity and focus in our goal setting.

We can talk about goals all we want, but our internal ladder of values is actually what determines our behavior. -Matt Johnson  

Three Things We Learned

The cause of our goal conflicts

The reason people find their personal and professional goals in conflict is that they put every single value and goal on the same level. There is an order of importance in our goals and it plays out in everything we do.

The importance of slowing down to focus

People are natural doers and they can easily charge towards their goals, but very often what people need is to do a lot less and be. That means they have to slow down and focus.

The purpose of coaches

Learning your values and living into them creates new neural connections in your brain, it’s like building a muscle. It’s a new connection that needs to be strengthened. The coach holds you accountable for living into that value on a daily basis so it becomes who you are instead of it being an effort.  

When it comes to setting and achieving our goals, we often think we need to pile on more goals and take more action, but sometimes what we actually need to do is focus and slow down so that there’s clarity before any action is taken. It’s critical to take the time to figure out where your goals lie in order of priorities so that we stay true to our values. By taking the time to really think and feel what we want to do, whatever we do from there will be authentic.

Guest Bio

Kelly is a Certified Silicon Valley Lifestyle Coach. She works with clients who are ready to identify, be driven toward and held accountable to reaching professional and/or personal goals. Go to https://www.thesiliconvalleycoach.com/ for more information or call 925.2530.8051.

Rockstar Agent Marketing Toolkit - Featuring our favorite scripts, tutorials and quickstart guides to marketing strategies like Facebook Live, door-knocking, remarketing advertising, open houses and referrals. Get actionable ideas and tactics you can use in your career right NOW.

One of the things that happens to many of us is that we set goals in our personal and professional lives but we find them in conflict. What is the core reason behind this conflict? How do we prioritize our goals? How do we overcome the stories we tell ourselves that hold us back? On this episode, we are joined by the Silicon Valley Coach, Kelly McCarthy, who talks about how to get more clarity and focus in our goal setting.

We can talk about goals all we want, but our internal ladder of values is actually what determines our behavior. -Matt Johnson  

Three Things We Learned

The cause of our goal conflicts

The reason people find their personal and professional goals in conflict is that they put every single value and goal on the same level. There is an order of importance in our goals and it plays out in everything we do.

The importance of slowing down to focus

People are natural doers and they can easily charge towards their goals, but very often what people need is to do a lot less and be. That means they have to slow down and focus.

The purpose of coaches

Learning your values and living into them creates new neural connections in your brain, it’s like building a muscle. It’s a new connection that needs to be strengthened. The coach holds you accountable for living into that value on a daily basis so it becomes who you are instead of it being an effort.  

When it comes to setting and achieving our goals, we often think we need to pile on more goals and take more action, but sometimes what we actually need to do is focus and slow down so that there’s clarity before any action is taken. It’s critical to take the time to figure out where your goals lie in order of priorities so that we stay true to our values. By taking the time to really think and feel what we want to do, whatever we do from there will be authentic.

Guest Bio

Kelly is a Certified Silicon Valley Lifestyle Coach. She works with clients who are ready to identify, be driven toward and held accountable to reaching professional and/or personal goals. Go to https://www.thesiliconvalleycoach.com/ for more information or call 925.2530.8051.

Rockstar Agent Marketing Toolkit - Featuring our favorite scripts, tutorials and quickstart guides to marketing strategies like Facebook Live, door-knocking, remarketing advertising, open houses and referrals. Get actionable ideas and tactics you can use in your career right NOW.

Being an agent in the shifting market that exists today can be challenging, and the changes that are taking place are easier to ignore than to face and act on. How are iBuyers impacting our business? What can we do to integrate iBuyers into our own business? How does specialization and teamwork help us give better service and grow? In this episode, Verl Workman discusses lead generation, lead conversion, and iBuyers, and what we can do to compete with new challenges in our marketplace.

Tracking the right things, understanding your business, focusing on profitability and developing your people - that’s really the crux of running a successful business. -Verl Workman

Three Things We Learned

How to help clients feel at ease with our team

We think that we need to do every single thing for a transaction and that clients expect that of us, but consumers today are trained to deal with specialists. When we are clear that we are the main point of contact but that other specialists will be dealing with each level of the transaction, we create a better client experience.

How to make iBuyers part of our business

We can include advice on and negotiations with iBuyers in our contracts with sellers to assist them in the listing process. By doing so we can make the process more hassle free, and keep our seller’s transaction local rather than having to deal with online strangers at a national level.

Using systems that create freedom

When we look at our business as transactional, we are seeing it as an agent selling houses. We need to think about our business like a leader would by delegating what occupies most of our day, and by focusing on business development, people development and profitability.

Everybody likes to believe that iBuyers aren’t affecting them until they start losing listings to them. We need to lean in to market shifts and talk about them in order to continue to play a role in the transaction process. By working ourselves into every conversation that our consumer is a part of, we remain a part of it too. When we focus on the customer experience, work with a team of specialists and focus on profitability over cash flow, we make room for our business growth in a shifting industry.

Guest Bio

Verl Workman is the Founder and CEO of Workman Success Systems, and he is a Professional Speaker, Consultant and Coach. Over the course of a career spanning nearly 20 years, Verl has delivered over 1,000 seminars, webinars, keynote addresses and other motivational messages to real estate and sales professionals around the world. His coaching focuses on motivating real estate agents and brokers to get real results with today's technology. Verl has over 18 years of public speaking experience, and he earned the Certified Speaking Professional (CSP) designation from the National Speakers Association in 2016. He specializes in sales training and incorporating technology for maximum performance, and his winning attitude and undying passion infuse every encounter with a sense of discovery that empowers him to inspire his clients and truly change lives.

[email protected]  

https://workmansuccess.com/

Rockstar Agent Marketing Toolkit - Featuring our favorite scripts, tutorials and quickstart guides to marketing strategies like Facebook Live, door-knocking, remarketing advertising, open houses and referrals. Get actionable ideas and tactics you can use in your career right NOW.

Being an agent in the shifting market that exists today can be challenging, and the changes that are taking place are easier to ignore than to face and act on. How are iBuyers impacting our business? What can we do to integrate iBuyers into our own business? How does specialization and teamwork help us give better service and grow? In this episode, Verl Workman discusses lead generation, lead conversion, and iBuyers, and what we can do to compete with new challenges in our marketplace.

Tracking the right things, understanding your business, focusing on profitability and developing your people - that’s really the crux of running a successful business. -Verl Workman

Three Things We Learned

How to help clients feel at ease with our team

We think that we need to do every single thing for a transaction and that clients expect that of us, but consumers today are trained to deal with specialists. When we are clear that we are the main point of contact but that other specialists will be dealing with each level of the transaction, we create a better client experience.

How to make iBuyers part of our business

We can include advice on and negotiations with iBuyers in our contracts with sellers to assist them in the listing process. By doing so we can make the process more hassle free, and keep our seller’s transaction local rather than having to deal with online strangers at a national level.

Using systems that create freedom

When we look at our business as transactional, we are seeing it as an agent selling houses. We need to think about our business like a leader would by delegating what occupies most of our day, and by focusing on business development, people development and profitability.

Everybody likes to believe that iBuyers aren’t affecting them until they start losing listings to them. We need to lean in to market shifts and talk about them in order to continue to play a role in the transaction process. By working ourselves into every conversation that our consumer is a part of, we remain a part of it too. When we focus on the customer experience, work with a team of specialists and focus on profitability over cash flow, we make room for our business growth in a shifting industry.

Guest Bio

Verl Workman is the Founder and CEO of Workman Success Systems, and he is a Professional Speaker, Consultant and Coach. Over the course of a career spanning nearly 20 years, Verl has delivered over 1,000 seminars, webinars, keynote addresses and other motivational messages to real estate and sales professionals around the world. His coaching focuses on motivating real estate agents and brokers to get real results with today's technology. Verl has over 18 years of public speaking experience, and he earned the Certified Speaking Professional (CSP) designation from the National Speakers Association in 2016. He specializes in sales training and incorporating technology for maximum performance, and his winning attitude and undying passion infuse every encounter with a sense of discovery that empowers him to inspire his clients and truly change lives.

[email protected]  

https://workmansuccess.com/

Rockstar Agent Marketing Toolkit - Featuring our favorite scripts, tutorials and quickstart guides to marketing strategies like Facebook Live, door-knocking, remarketing advertising, open houses and referrals. Get actionable ideas and tactics you can use in your career right NOW.

While there are vast differences between what’s happening in the various high-end markets across the country, there are things that we can do to boost our sales regardless of our market. What is the state of high-end markets at the moment? How can staging and recommendations impact our probability of selling? How can we expand our pool of potential buyers? In this episode, Michael LaFido discusses what agents can do to maintain and grow their sales rate in a shifting high-end market.

7 out of 10 times there are things an agent could do that are within their control to position a home differently and more effectively. -Michael LaFido

Three Things We Learned

Dealing with open house objections

We have to cover one main area of objection when it comes to high-end open houses, and that is security. By bringing on more people to host the open house with us, asking for viewers’ identification details and advising the seller to put away valuables, we can better ensure a low-risk open house.

Growing our pool of potential buyers

By encouraging our sellers to let their personal networks know that they’re selling, and by sending the same message to their neighbors, we can increase the amount of potential buyers for the property. We can motivate sellers and neighbors by explaining how this will give them some control over who their buyer and new neighbor is.

Articulating recommendations without offending

Being able to articulate our staging advice to sellers without offending them is very important. Instead of saying it in a way that comes across as our personal opinion, we should explain why it makes sense from a market research perspective and how it will help their house sell.

In order to keep our sales rates steady and growing in a shifting high-end market, we need to be able to advise sellers on how to best position their property so that it gets the most views, clicks, and eyeball traffic. When advising, we should be careful of how we articulate our recommendations so as not to offend, and so that they understand what changes will help their property sell. We can reach more potential buyers by using social media effectively and tapping into sellers’ personal networks. In this way, we can compensate for some of the more prominent shifts in our market.

Guest Bio

Michael LaFido is a top-producing luxury Realtor®, a national trainer and a leading authority in luxury real estate with over seventeen years of experience in the industry. Astounding results from his pioneering methods have created tremendous demand for his consulting services, as well as his Marketing Luxury Expert Certification. Throughout his career, Michael has displayed the importance of superior marketing when positioning a home for sale versus traditional marketing methods. Michael is the founder of the Marketing Luxury Group. The Marketing Luxury Group assists other real estate agents and affluent homeowners by providing turnkey marketing services including lifestyle marketing, strategy, consultative, and PR services to help agents and owners sell luxury homes using his proven and repeatable strategies. Michael is the author of “Marketing Luxury”, the best-selling book “Cracking the Real Estate Code” and “Luxury Listing Specialist”. Michael’s marketing has been featured by numerous publications and media outlets. He is the founder and creator of the nationally recognized Marketing Luxury Expert Certification program (LUXE) for real estate agents, a nationally recognized leading authority in the real estate industry and is frequently asked to speak and present at national conventions.

[email protected]

https://www.amazon.com/Luxury-Listing-Specialist-Book-Dominate/dp/1974582604

www.luxurylistingspecialist.com  

www.luxuryspecialistgear.com   

Rockstar Agent Marketing Toolkit - Featuring our favorite scripts, tutorials and quickstart guides to marketing strategies like Facebook Live, door-knocking, remarketing advertising, open houses and referrals. Get actionable ideas and tactics you can use in your career right NOW.

While there are vast differences between what’s happening in the various high-end markets across the country, there are things that we can do to boost our sales regardless of our market. What is the state of high-end markets at the moment? How can staging and recommendations impact our probability of selling? How can we expand our pool of potential buyers? In this episode, Michael LaFido discusses what agents can do to maintain and grow their sales rate in a shifting high-end market.

7 out of 10 times there are things an agent could do that are within their control to position a home differently and more effectively. -Michael LaFido

Three Things We Learned

Dealing with open house objections

We have to cover one main area of objection when it comes to high-end open houses, and that is security. By bringing on more people to host the open house with us, asking for viewers’ identification details and advising the seller to put away valuables, we can better ensure a low-risk open house.

Growing our pool of potential buyers

By encouraging our sellers to let their personal networks know that they’re selling, and by sending the same message to their neighbors, we can increase the amount of potential buyers for the property. We can motivate sellers and neighbors by explaining how this will give them some control over who their buyer and new neighbor is.

Articulating recommendations without offending

Being able to articulate our staging advice to sellers without offending them is very important. Instead of saying it in a way that comes across as our personal opinion, we should explain why it makes sense from a market research perspective and how it will help their house sell.

In order to keep our sales rates steady and growing in a shifting high-end market, we need to be able to advise sellers on how to best position their property so that it gets the most views, clicks, and eyeball traffic. When advising, we should be careful of how we articulate our recommendations so as not to offend, and so that they understand what changes will help their property sell. We can reach more potential buyers by using social media effectively and tapping into sellers’ personal networks. In this way, we can compensate for some of the more prominent shifts in our market.

Guest Bio

Michael LaFido is a top-producing luxury Realtor®, a national trainer and a leading authority in luxury real estate with over seventeen years of experience in the industry. Astounding results from his pioneering methods have created tremendous demand for his consulting services, as well as his Marketing Luxury Expert Certification. Throughout his career, Michael has displayed the importance of superior marketing when positioning a home for sale versus traditional marketing methods. Michael is the founder of the Marketing Luxury Group. The Marketing Luxury Group assists other real estate agents and affluent homeowners by providing turnkey marketing services including lifestyle marketing, strategy, consultative, and PR services to help agents and owners sell luxury homes using his proven and repeatable strategies. Michael is the author of “Marketing Luxury”, the best-selling book “Cracking the Real Estate Code” and “Luxury Listing Specialist”. Michael’s marketing has been featured by numerous publications and media outlets. He is the founder and creator of the nationally recognized Marketing Luxury Expert Certification program (LUXE) for real estate agents, a nationally recognized leading authority in the real estate industry and is frequently asked to speak and present at national conventions.

[email protected]

https://www.amazon.com/Luxury-Listing-Specialist-Book-Dominate/dp/1974582604

www.luxurylistingspecialist.com  

www.luxuryspecialistgear.com   

Rockstar Agent Marketing Toolkit - Featuring our favorite scripts, tutorials and quickstart guides to marketing strategies like Facebook Live, door-knocking, remarketing advertising, open houses and referrals. Get actionable ideas and tactics you can use in your career right NOW.