Real Estate Uncensored - Real Estate Sales & Marketing Training Podcast

Agents get to be involved in people’s lives in a major way, and can start a ripple effect of kindness and value. How do you lead with the need to empower others before yourself? How do you define yourself with the right things and rise above ego? On this episode, we talk to Steve Rodgers, who shares his life story, the principles he applies to his life and business, inviting greatness in and taking advantage of forced transitions.

They didn’t fire a CEO, they birthed an entrepreneur. -Steve Rodgers

Takeaways + Tactics

You never know how big the ripple effect of your act of kindness can be and how it will come back to you.

There is so much power in having the same integrity and self-value with your possessions and achievements as you would without them.

Anything you can track and measure, you can improve upon.

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At the start of the show, Steve Rodgers shared on what he learned from The Kindness Diaries, and how agents can learn to pay it forward in their work. Next, we talked about the ripple effects of kindness and Steve shared how he has learned from forced transitions. He also shared why you can’t achieve meaningful success without failure, and keeping a consistent level of integrity and self-worth regardless of your circumstances. Towards the end of the show, we discussed the 4 Bs Steve tracks and the power of momentum.

Steve also shared insights on;

• How kindness empowers people to empower others
• How getting fired turned Steve into an entrepreneur
• Why it’s important not to define yourself with possessions
• The power of forgiveness and letting go of how people hurt you

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I have two choices when I wake up, be happy or be really happy. -Steve Rodgers

I run into the storm because that’s where the action is. -Steve Rodgers

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Forced transitions either refine you or destroy you - the distinction comes down to how you define yourself and view the worst moments of your life. If you remain constant as the calm in your storm you’ll learn that ups and downs are part of the formula of building a fulfilling life. Keep your eye on what’s important- your bonds, your being, your body, and your business. If you lead with what you have and not who you are - you stand in the way of letting greatness in. When you invite greatness in, you completely transform the why of what you’re doing.

Guest Bio-

Business and lifestyle consultant, as well as number one bestselling author, Steve Rodgers has a knack for bringing out the best in people. As he sees it, “I am leader helping others discover, maximize, and increase their highest good and purpose in life and business.” Steve’s sense of commitment is strikingly evident in the business sphere. Embracing challenges big and small, he consistently finds a way to maximize the inner workings of companies. But you needn’t be a powerhouse business to share in the good fortune. Many a first-time entrepreneur has discovered the road to success thanks to Steve’s rock-solid guidance. Every positive impact he makes is a windfall from his overriding goal: find the best ways for companies or individuals to increase their happiness and fulfillment on all levels. Go to thealchemyadvisors.com to get in touch and buy his book here https://www.amazon.com/Lead-Gold-transformation-Stephen-Rodgers/dp/1517151198.

Most people are marketing like it’s 1990, and it’s costing them valuable time. How do you dip your toes into Facebook lead gen? How do you bridge old world tactics with new world marketing? How do you convert 1-3% of your lead flow? On this episode, Grant Wise goes deep on setting up a decent Facebook lead gen strategy, finding the highest turnover points in the market, and getting the most out of a service-based business.

The ability to target people based on user data is what makes Facebook’s ad platform so great. -Grant Wise

Takeaways + Tactics

Facebook strategies are driven by the needs and opinions of the end user, not the businesses who want to advertise on the platform.

Half of your success in marketing is in the list - it’s about having the right message and the right market.

A big problem most people have is consistency. When you stop lead generating for a week, your business stops for 3 weeks.  

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At the start of the show, Grant shared on Facebook’s new regulations for ad targeting, and why real estate professionals have to stay on their toes to find what works. Next, we shared how traffic can grow your business, and the importance of understanding the basic economics of your business. Towards the end of the show, we shared on geotargeting on Facebook, communicating with people who have gone through a predetermined process and how service-based businesses work.

Grant also shared insights on;

• How people stop their own success
• The benefit of building up quality leads over time
• How a Facebook ad rookie can get started
• Grant’s lead generation systems and how they work

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Business is personal development and math. -Grant Wise

Sales is what you do when you’re on the phone or in front of the prospect. Marketing is everything you do to get that person pre-disposed to work with you. -Matt Johnson

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Everyone is on Facebook, so the first step of your lead generation plan is living where the attention is. Your strategy is as simple as using what works offline, targeting it to the right audience, having somewhere people can give you their information, and then having a decent conversion strategy in place. We’re at the mercy of platforms like Facebook, so it’s important to use those tools to build real relationships with people so when you take away the tool, the relationship still remains.

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Guest Bio-

Grant Wise is a serial entrepreneur and Founder of Real Estate Marketing University, an online media training company. Grant is known to be a maverick leader and an innovative marketing strategist unafraid to lead companies in new directions. Grant’s story is one of education, truth, and perseverance. He’s helped over 400 companies, entrepreneurs, and business owners actualize their dreams through hands-on learning. Grant has been described as irreverent, artful, and dramatic with a strong entrepreneurial spirit constantly striving for RESULTS in his clients’ businesses. Go to http://www.likegrantwise.com/ for more information.

Agents spend too much time on getting a prospect to contact them but 90% of the time it isn’t going to happen. What work do you need to do to make contact easier? What do schedule and consistency have to do with traction and success in real estate? On this episode, we answer audience questions about prospecting, handling objections about home improvements, lead gen and marketing budget.

As long as you’re not using it as an excuse to not get out there and take action, the more preparation the better because it makes you more confident. -Matt Johnson

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Takeaways + Tactics

Treat real estate work like a business and put in the same amount of time you would put into a 9-5.

 The purpose of a piece of content, in whatever form, is to make personal contact easier.

There’s two types of investments, the strategic one you do to purely to raise your resale value, and the one to make the house personally comfortable, livable and enjoyable.

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At the start of the show, we answered a question about asking for contacts in door knocking without feeling like you’re being a bother. Next we shared on the importance of being prepared and having information about the area you’re door knocking. We went on to share the importance of being consistent, and answered a question about how to discuss property investment with sellers and generating leads from a radio show. Towards the end of the episode, we shared on how to use content to help people know you.

We also shared insights on;

• The difference between home improvements and maintenance
• The one thing we would change about our businesses
• How to make the leap and prepare for the move from a 9-5 to real estate full-time
• The purpose of content when it comes to making contact with people

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You don’t reach out to anybody until they know you’re somebody. - Matt Johnson

The flip-side of freedom is not having a lot of money. -Matt Johnson

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If you want to make client contact easier, it’s necessary to proactively build up a content base to reflect credibility. By putting out consistent, valuable content, you’re giving the prospect something that will grant you permission to get in touch with them. It’s also important to work on your consistency in business and always being prepared so you have the confidence that will reflect in your prospecting.

Agents set themselves up for failure by overestimating an advantage. How does this lead to missed opportunities? How do you learn to inform your target market and make conversation easier? On this live Q&A, we answer questions about marketing vacant land, the right way to approach partnerships, and the connection between mindset and time management.

Before you worry about how to get more people to hear what you have to say, having something to say is the more important thing. -Matt Johnson

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Takeaways + Tactics

The purpose of content is to make conversation and prospecting easier.

Don’t rush into partnerships where you give up equity only for a temporary advantage.

Investors may want to know that a venture will make them money, but they’ll still want to be sold on a story.

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At the start of the show, we answered a question about how to handle “no solicitation” signs when you’re door-knocking, and another one on the best content to include in mailers. We also shared on marketing vacant land and the right people to reach out to for selling it. We went on to talk about the mistakes people make when it comes to partnerships, and how to deal with a home that’s still in probate. We also discussed how to create content that appeals to a college-age audience. Towards the end of the show, we shared how new agents can prime the pump for their real estate career.

We also shared insights on;

• The value of partnering with someone who has more experience
• How mindset and time management are bound together and feed into each other
• The importance of having something valuable to say
• How to get good at content production through repetitive action

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You always want to hold onto as much equity as possible except for the cases where you can partner up with someone for the learning experience. -Matt Johnson

If you’re not out there talking to your client, someone else is. -Greg McDaniel

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Success in putting out content starts when you talk about what people care about. Content might not generate instant business, but it does simplify the conversation that leads to business. New and young agents can prime the pump by building relationships, learning about the market and sharing what their learning, in a way that actually connects to potential clients. Don’t miss out on the value of learning from someone more experienced than you, it can be done without losing a whole lot of equity.

Trey Willard managed 6 listings a month, and simultaneously did 40 buyers deals in the same time period. What is the mindset shift that drove his success? How does he leverage his biggest lead source? What marketing tools and tactics does his business lean on? On this episode, Trey shares his insights on providing value and using Facebook as a resource.

I feel like I’m doing myself a disservice if I’m not on the phone with my sphere. -Trey Willard

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Takeaways + Tactics

Listing presentations: it’s more personal when you’re writing stuff in a notepad and not typing from behind a laptop.

Social media videos don’t require highly produced footage, you just need people to see and hear you. Cellphone video more than fits this bill.

You get 100% distribution on Facebook live, so it’s worth doing.

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At the start of the show, we answered a question about what to bring to a listing presentation, and the best way to take down notes and important information. Next we answered a question on objection handlers, and then talked about changes that have happened in Trey’s business and how he provides value. He went on to share on hosting parties for his sphere of influence, and his plans to disrupt the Baton Rouge real estate market.

Trey also shared insights on;

• The impact of getting an admin assistant
• The biggest lead source for listings and activity
• The best script for asking for business from your sphere of influence
• The best way to shoot Facebook Live videos

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People identify with footage a lot more when it doesn’t look like a production. -Trey Willard  

Always be prepared to give a full-blown listing presentation. -Trey Willard

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In a market that’s ripe for domination and disruption like Baton Rouge, setting yourself apart and strengthening community relationships makes an impact. Calling the spheres of influence of past clients and people who already know you takes care of credibility. The key is authenticity, being personable and using events and marketing touch points to make sure you are being subconsciously seen in the community.

Guest Bio-

Trey is a professional Realtor, whose goal is to provide clients with a level of service that goes unmatched in the real estate business. He values my reputation in the real estate industry and colleagues, friends, family and clients describe his as efficient, driven, likable, poised and professional.  Trey earned this reputation because he gets to know his clients and strives to understand their needs when buying or selling a home. Go to https://batonrougerealestateagent.com/ for more information, call Trey 225.413.4835 or find him on Facebook.

The social media waters are highly competitive and shark infested. How do you stand out when there are so many people competing for your audience on social media? How do you approach posting content on different platforms? Why is story the central piece of social media and marketing success? On this episode, entertainment industry expert Louie La Vella shares on making yourself a celebrity in your industry.

There’s so much noise out there, the traditional ways can get lost quickly. -Louie La Vella

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Takeaways + Tactics

People with a Snapchat following could have 30% more followers if they built the same following on Instagram.

Facebook, Twitter, Snapchat and Instagram have different contexts. How you articulate and execute your story depends on the platform you’re using.

Viral content happens in the extremes: happy or sad. The middle ground is good content but extreme posts are important to sprinkle in too.

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At the start of the show Louie shared some insights on how to use Instagram and Snapchat differently. Use Snapchat to “post the gears behind what you post on Instagram.” He also shares why it’s better to build your following on Instagram, and how to check analytics on Snapchat and Instagram. He also shared on why you need to watch how much you advertise on social media. Louie went on to talk about how to discover your standalone by knowing your wins, failures, audience and where your audience plays. Towards the end of the show, Louie shared how you can use Facebook advertising to target publications.

Louie also shared insights on;

• Why Instagram is more of a branding tool than a sales tool
• Why people gravitate towards storyline
• The questions you can ask yourself to find your story
• How viral content happens
• How to differentiate your content for each platform

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You’re not going to sell to everyone. - Louie La Vella   

You can be your own personal celebrity. -Louie La Vella

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With so many people on social media, unique storyline and personality decide who people follow and gravitate to. In overly competitive waters, being who you are and showing that off helps you connect to your true fans. Treat your social media as a chance to build your brand and authority. Each platform must have different content, so there’s actually a reason for people to follow your different accounts. People are watching you as a reality show, so give them something interesting and valuable to see!

Guest Bio-

Louie is where the entertainment industry turns to for out-of-the-box bursting ideas. He Turns dead venues into packed venues, slow ticket sales into sold out shows, independent musicians into major-label-ass-kicking brands. Louie takes those amazing stories, experience and knowledge to all business categories. Go to louielavella.com for more information or follow @LouieLaVella on Twitter and Instagram.

The goal of marketing is to make sales irrelevant, and branding is a huge part of that. How do you leverage your superpower? What are the top things you should be doing in branding? How do tone, voice, medium and frequency play into your activities? On this episode, branding expert, Chris Craft is back to share on creating your content and igniting it. He also gives us a glimpse into what it’s like to work with a marketing professional.

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If you can’t look someone in the eye and explain why they should hire you, you will have nothing but problems in real estate. -Matt Johnson

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Takeaways + Tactics

Branding basics: know what makes you stand out, have a website and a plan for consistent content.

Leverage LinkedIn by using it to publish value driven content that reaches the groups you’re a part of and people who follow you.

Marketing automation and editorial calendars mean that posting frequency takes care of itself.

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At the start of the show, Chris shared top 3 things an agent should be doing in branding, and the importance of finding your superpower. We shared on the importance of marketing to the right list and how marketing is meant to make sales irrelevant. Chris also shared on social media content frequency, tone, style and voice. He went on to share on why you need an editorial calendar, and using LinkedIn in your branding.

Chris also gave his insights on;

• The differences between long-term plays and instant gratification
• The key questions a marketing professional like Chris will ask you
• The power of segmenting your list and pushing out content that’s relevant
• How to ignite your content

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You are your own marketing vessel. When you align your message, market and medium - you can make sure you own a space in the consumer’s mind. Content allows you to add value and build credibility, especially when you write, create and share to edify, not sell.

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If you are marketing to the wrong list you will not get clients. -Matt Johnson  

What better way to stick to the consistency than having it written down somewhere? -Chris Craft

Guest Bio-

Chris Craft is a Christian, husband, father, author, speaker, and founder of Nao Media. Craft approaches all things, including his writing projects, from a Christian worldview. He writes on faith, gratitude, marketing, and business. Chris and his team at Nao Media have branded, marketed, and strategized for real estate professionals with much success. His new book, The Foundation: Branding for Successful Real Estate Professionals, is available for purchase now. Go to craftwrites.com for more information or craftwrites.com/marketing for marketing content.

To buy Chris’ latest book go to The Foundation Book website

People make the mistake of looking at what they do, not why they do it. How do you get in touch with your motivation and hunt down your big WHY? What are the 9 pillars we need to align to live more fulfilling lives? On this episode of Real Estate Uncensored, Andy Scherer goes deep on getting referrals, ways to intentionally and effectively recondition your mindset, and how to naturally lead yourself to self-discovery.

You already have so much to fight internally, why focus on the external? -Andy Scherer

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Takeaways + Tactics

The absence of value creates objections.

Every agent has clients who have the capacity to send them referrals, it’s necessary to set expectations throughout the process and deepen those relationships.

Affirmations are great but it’s also powerful to ask yourself questions and actually answer them.

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At the start of the show, we answered a question about getting people’s details at open houses, and the importance of setting expectations. Next, we answered a question on an objection about agent commissions. Andy shared on a good strategy to generate referrals. He talked about setting consistent expectations in every single conversation with clients. Towards the show we discussed the 9 pillars and how to be better aligned for them.

Andy also shared insights on;

• How to deepen client relationships and set expectations to get more referrals
• Why objections are created by a lack of value
• The psychological trigger for people buying something
• How to hunt down your big WHY

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In the time between the listing appointment and the days after you close, you should be generating 2-3 current client referrals. -Andy Scherer

One of the reasons people decide to buy (or not buy) is the fear of public failure. -Matt Johnson

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The 9 pillars are faith and spirituality, family and relationships, health and mindset, business, personal lifestyle as well as financial and education. Mindfulness, awareness and alignment on all of these levels are important, and it’s necessary to strategically work on them and drill down to your mindfulness. This mindfulness also lends itself to the discovery of your big WHY - something that will forever change your actions and goals.

Guest Bio-

Andy is a loan officer and marketing director at Approved Mortgage group, and a real estate coach at Pillar 9 Coaching. As leader and change agent, he has been able to successfully implement communication strategies, operations management, social program design, marketing integration, community collaborations, and engagement initiatives. Get in touch [email protected], call 203.257.5279 or find him on Facebook.

The biggest threat to our focus is multitasking. How do you ensure that you don’t have too much on your plate? Why does multitasking make us less intelligent? Why is it necessary to learn to say no to things that threaten our focus? On this episode, Kurt Francis shares insights from the book The One Thing, and we go deep on applying the principles of the book on a daily basis.

You can do two things at once, but you can’t FOCUS on two things at once. -Kurt Francis

Takeaways + Tactics

We all have a need to be nice and say yes to everything. The problem is it puts other people’s priorities in front of our own.

Most agents would be happier just dealing with clients and not dealing with building a business and that’s why teams work.

When you think you need an hour to get something done, remember it takes longer. You need time to start up, get focused and get into flow.

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At the start of the show we answered audience questions about buyer splits and whether buyer’s agents should be on a team. We also talked about teams and the risks owners and team leaders take on. Next we talked about Kurt’s background and when the book came into his life. We shared the misconception people have about the amount of time they allocate to their tasks, and we also talked about the importance of time blocking. We also shared the dangers of interruptions, “if you get interrupted every two minutes, it takes 11 minutes to refocus.”  Towards the end of the show, we discussed choosing the right opportunities, “A good agent qualifies a seller before they even go to the appointment.”

Kurt also shared;

• Why multitasking is a lie
• How solopreneurs can specialize their time
• How to plan and prioritize when there are so many things flying at you
• How to align your subconscious with your ONE thing
• The importance of learning to say no and how that limits interruptions
• Why our brains get interrupted so often

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By allowing interruptions, we’re not letting ourselves put out the best work, and that’s doing ourselves and the world a disservice. -Matt Johnson

Change from saying “no makes me a bad person” to saying “no is my default setting and I only say yes to things I’m excited about, and only within specific windows.” -Matt Johnson

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The One Thing is getting a lot of traction outside real estate because the principles are universal. A lot slips through our fingers when we try to hold onto too many things at once. Applying the book’s principles comes down to avoiding the thieves of our focus - multitasking, interruptions and saying yes to everything. Ask yourself what the first domino is and line it up. Think about your one thing actively, remind yourself of it as much as possible and apply that vision towards your daily actions.

Guest Bio-

Kurt is an inspirational speaker and Invigorator, based in San Diego. He is humorous, enthusiastic, dynamic and optimistic as he tells you a story that we can all overcome issues in our lives. spoken to groups from small groups to groups of 5,000 people. Whenever Kurt speaks to groups, no matter what group or size, the audience is energized to take action which results in great change. His dream now is to touch as many people’s lives, companies and organizations he can. To get in touch with Kurt, call 858.229.9180 or go to kurtfrancis.com for more information.

Being good at what you do is required but it’s just not enough to stand out. How do you provide value in the time the customer doesn’t need you? Why are branding activities so necessary to the growth of your business and your attraction of the right clients? On this episode, we talk to Seth Price about being authentically who you are, the power of branding and what it takes to crush it in that realm.

Today, with the attention span of our customers, it’s just not enough to have a good product, you have to provide value beyond the product. -Seth Price

Takeaways + Tactics

You have to be distinctly something in order for people to remember you - nobody remembers a chameleon.

We're all 2 clicks away from obscurity.

Being known for ONE thing is what leads to real business.

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At the start of the show, Seth shared on the work he has done with Placester, and why it’s so important to go beyond being good at what you do. “There’s all the time when the consumer doesn’t need your service. How do you provide value during that time?” Next, we answered a question about hashtags and shared why it’s important to consider local trends for your social media content. We went on to share how branding is connected to business survival, “the gig economy has grown by 70% in the last 15 years. Without a brand you're two clicks away from obscurity.” Towards the end of the show, we shared on the importance of Googling yourself and making sure all information about you is up-to-date and consistent.

Seth also shared on;

• How to utilize hashtags to amplify your brand content
• Why brands shouldn’t make their content political
• The power of being authentic
• How to create geographically relevant influencer content for your ideal clients
• Personalizing your content and atomizing it

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Hashtags are important but they aren’t a branding tool, they are an amplification tool. - Seth Price

Putting yourself in the subservient position makes it easier to persuade someone to do something. - Matt Johnson

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A huge part of branding is being distinctive and making a stand about who you are. It’s about renting space in the customer’s mind in the one thing you do. Be clear on what makes you different, find your tribe and spend time adding value to those people. Many people fear that branding themselves distinctly will scare people away. Some people will be repelled, but in the process, you will also attract super fans who truly love who you are.

Guest Bio-

Seth is a brand and marketing strategist with 20 years of digital marketing experience. He’s the VP of Industry Relations at Placester, author of the upcoming book Road to Recognition and host of The Craft of Marketing and Marketing Genius podcasts. As a speaker, writer, and marketing workshop leader, Seth brings levity, mentorship, and a dose of reality to the businesses and entrepreneurs he coaches. Connect with him on LinkedIn https://www.linkedin.com/in/sethkprice/ or follow @sethprice on Twitter.