Real Estate Uncensored - Real Estate Sales & Marketing Training Podcast

What will the biggest social media shifts and changes be in 2017? How can agents leverage them to grow their businesses? On this episode we discuss social media planning for 2017, and answer questions from viewers.

Micro-content is your bait and it’s at the top of your marketing funnel. -Greg McDaniel

Takeaways + Tactics

1. If you’re doing active lead generation, social media is a great way to supplement that. It’s not going to replace the need to reach out to people and gain their trust.
2. Platforms like Snapchat and Instagram are good for branding purposes and entertainment. You will still need a long form platform to show your expertise to people.
3. For millennials 2017 will see an increase in the importance of ratings and user generated content. There will also be a decline in use, or a move towards specific platforms.

Social media is an important awareness building tool, but it’s not a substitute for picking up the phone and calling somebody. Use it to deepen the connection and the relationship that you have with people so they can become clients. Use Facebook and Youtube as platforms to showcase your knowledge and skills, and short form platforms for entertainment and brand building. Use them the right way and they will boost the impact of your long form content.

 

What does the average day of a productive agent look like? How can you leverage the quality of service you give to get more referrals? On this episode of Real Estate Uncensored, we answer these questions and provide an important tip about agent confidence.

I’m not afraid of having a conversation doesn’t end in me getting the business. -Matt Johnson

Takeaways + Tactics

1. Use your database as an army of people with great things to say about you.
2. When you’re not afraid of the fact that a client might not need your service at that time, it gives you confidence.
3. When you’re able to have a high level conversation with clients, beyond the nuts and bolts of what you do, you gain trust.

It’s easier to nurture a referral than it is to nurture a lead. When you do your job well and really provide value, getting that referral is as easy as setting the expectation that your good service makes you referable. When you can confidently have high level conversation without obsessing over the outcome - this will make an impact.

What did it take to make the move from football coaching to running a real estate business closing $53 million? What systems help you start strong and how do bring your value proposition? On this episode we discuss this with Kelly Cook, and also talk about the challenges of expansion, and how he broke into the business with short sales.

Some of the high price point and high PPC cost areas are some of the hardest to expand into, and they are the most in demand. -Matt Johnson

Takeaways + Tactics

1. Sometimes 10 $1 million dollar homes are better than 1 $10 million home. Luxury doesn’t mean a bigger check, it potentially means more money out and not in.
2. It’s important to teach agents skills that will propel them down the road.
3. Down the line, teams are going to start being more dominant than brokerages.
4. People only see the success, not the trade-offs that have to be made to get there.

On this episode we discussed:

• Kelly’s team set up and how he got started in the business, starting from being a football coach
• How Kelly leveraged the position he was in with short sales, and his farming system
• Lead generation levers on his team
• The challenges people face in expansion

Our three big value propositions are coaching and training as well as systems and leads. Leads are third for a reason. - Kelly Cook

Luxury doesn’t mean a bigger check. It potentially means bigger checks out and not in. -Greg McDaniel

A multi-faceted, multi-layered approach helped Kelly Cook close $53 million in volume. What got him there was the willingness to do the unsexy, unfun and unseen aspects of the business. It’s also important to be clear on your purpose for expansion, because many agents become obsessed with the higher dollar, higher demand locations. Sometimes the best decision you can make is expanding into areas that aren’t as sexy as the NYCs and LAs of the world. In many cases, 10 $1 million dollar homes are better than 1 $10 million home.

Guest Bio

Kelly is the leader of Kelly Cook Homes. His personal experience as a student athlete & collegiate football coach has provided valuable insight and experience that propelled him in the real estate industry.  As a student-athlete, Kelly played football at the University of Nebraska, participating on the offensive side of the ball at both Quarterback and Wide Receiver. During his tenure at the University of Nebraska, Kelly competed in two BCS Bowls, one Conference Championship game, and one National Championship game. After the conclusion of his football playing career and graduation from the University of Nebraska, Kelly served on the coaching staff at Nebraska and Ole Miss. In 2005, Kelly decided to take the skill set he acquired competing in collegiate athletics and apply it to the real estate industry here in Arizona.  Leadership, integrity, and work ethic are the core competencies of Kelly Cook and the Kelly Cook Real Estate Group. Go to kellycookhomes.com for more information or call 480.442.9868

If we could go back to when we got started in the business, what would we change and do differently? What lessons have we learned from our experiences? On this episode of Real Estate Uncensored we discuss early mistakes and the lessons they gave us.

I would have gone into the business without an ego. I would have listened to advice from industry leaders and gone to find a market place that looked like me. -Greg McDaniel

Takeaways + Tactics

Telling clients saying “I’m going to be available 24/7,” isn’t even a competitive edge because everyone says it, and you can’t even follow through on it.

Humble yourself enough to ask for help. The fear of looking stupid can stop you from moving forward.

Partner with an agent with a similar mindset but is further along the path so you can learn from them.

 

On this episode we discussed:

• How to deal with neighbors trying to sabotage a listing
• Nurturing leads and the importance of follow up
• Ego, pride, fear and other negative mindsets that hold you back
• Bringing value and having faith in your path

Key Quotes 

Not seeing the dots connect shouldn’t stop you from moving forward. -Greg McDaniel

Release ego, pride and fear. The unwillingness to look stupid holds you back. -Matt Johnson

 

The things that get in the way of success have a lot to do with mindset. Ego, fear and pride are examples of this. Use your mental mechanics to keep your mindset right and lead with value. Even when you don't have clarity about the path you’re on, commit to action and have faith that the dots will connect.

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

What do fear, stress and anxiety tell us about our circumstances and more importantly ourselves? On this episode of Real Estate Uncensored, we discuss fearless intelligence, understanding your fear, managing stress and getting out of the negative fog of our own thoughts with Michael Benner.

Nobody ever hit a home run by thinking they don’t want to strike out. -Michael Benner

Takeaways + Tactics

Real leadership comes from empathy, and you can’t have empathy if you don’t know the truth of who you are.

We are our perceptions of the world, our behaviors, our emotional feelings and our thoughts. The fifth aggregate is awareness and it overshadows the other four.  

It’s important to recognize that fear isn’t a sign of danger, but an indication of the brain requesting more information.

On this episode we discussed;

• how we live in a trance informed by our distorted realities
• leadership and empathy
• How to attract what you want, not what you don’t want
• Fearless intelligence and equanimity

Key Quotes

The biggest fear in the world is “who am I?” -Michael Benner

What people call goals are usually attempts to avoid what we don’t want. - Michael Benner  

The peace and wisdom we need is already within us, but you need to let go of everything that is not love, truth and wisdom. -Michael Benner

 

The reason people don’t know what they want is they don’t know who is doing the wanting, so everything starts with knowing yourself. The first step to knowing yourself? Remember you are not what you think of yourself, but rather what you care about. You have the power to control your future, but fear makes us unaware and less intelligent. Ultimately, fear and stress are controlled by contemplation, meditation, relaxation and whether you let it hold you back or move you forward.

Guest Bio

Michael Benner is best known throughout Southern California for his popular talk radio programs. Since 1977, he has hosted news and talk shows on KABC-AM, KLOS-FM, KLSX-FM, KCBS-FM, KRLA-AM, and KPFK-FM. His KPFK talk show was the only radio program featured in the L.A. Weekly's "Best of 2000" issue. In 1987 Michael left broadcasting as a full-time profession to begin his own business, Personal Development Strategies. With offices in Glendale, he provides consulting and training to individuals, couples, and businesses

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

There a several marketing levers that can maximize database relationships and build brands. Events, networking and podcasting are three of these levers. What tactics can you apply to them to help you build credibility? We discuss this with guest Mike D’Ambrosio.

Once you start prospecting business through things you are interested in, you don’t feel like you’re working so much. -Mike D’ambrosio

Takeaways + Tactics

You might not be able to link a specific deal to your podcast, but consistent podcasting does replaces credibility issues with social proof.

Client events are a chance for you to touch base with people at multiple stages of the process.

Networking isn’t just about handing out business cards, it’s about building relationships. You can do so by being on industry boards and giving your time back to the community.

On this episode we discussed,

• If doing open houses is working for free
• Client events and how they boost your marketing
• Podcasts and how they help you build your brand
• Networking and giving back your time

  Networking, events and podcasts are like any other piece of media, they destroy credibility issues. Frequency, volume and consistently being out there attracts people to the brand and that draws them into your world.  This gives you a chance to provide value at different stages of the relationship by giving a sample of what you do, and proving why you are different and better.

Key Quotes

You have to take people through the progression of not knowing you to knowing you. There’s a series of steps and you have to provide value at every step along the way. -Matt Johnson

Podcasts help you build the brand, and the brand attracts people and it can sometimes be that clincher that draws them into your world. -Matt Johnson

 

Guest Bio

Mike D’Ambrosio is a Real Estate Professional focusing on multiple aspects of real estate in the Silicon Valley. His specialties are helping clients buy and sell residential, commercial and development projects throughout the entire Silicon Valley. Go to http://mikesellssiliconvalley.com/ for more information and listen to his podcast here.

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

What did it take to make the move from football coaching to running a real estate business closing $53 million? What systems help you start strong and how do bring your value proposition? On this episode we discuss this with Kelly Cook, and also talk about the challenges of expansion, and how he broke into the business with short sales.

Some of the high price point and high PPC cost areas are some of the hardest to expand into, and they are the most in demand. -Matt Johnson

Takeaways + Tactics

1. Sometimes 10 $1 million dollar homes are better than 1 $10 million home. Luxury doesn’t mean a bigger check, it potentially means more money out and not in.
2. It’s important to teach agents skills that will propel them down the road.
3. Down the line, teams are going to start being more dominant than brokerages.
4. People only see the success, not the trade-offs that have to be made to get there.

On this episode we discussed:

• Kelly’s team set up and how he got started in the business, starting from being a football coach
• How Kelly leveraged the position he was in with short sales, and his farming system
• Lead generation levers on his team
• The challenges people face in expansion

A multi-faceted, multi-layered approach helped Kelly Cook close $53 million in volume. What got him there was the willingness to do the unsexy, unfun and unseen aspects of the business. It’s also important to be clear on your purpose for expansion, because many agents become obsessed with the higher dollar, higher demand locations. Sometimes the best decision you can make is expanding into areas that aren’t as sexy as the NYCs and LAs of the world. In many cases, 10 $1 million dollar homes are better than 1 $10 million home.

Guest Bio

Kelly is the leader of Kelly Cook Homes. His personal experience as a student athlete & collegiate football coach has provided valuable insight and experience that propelled him in the real estate industry.  As a student-athlete, Kelly played football at the University of Nebraska, participating on the offensive side of the ball at both Quarterback and Wide Receiver. During his tenure at the University of Nebraska, Kelly competed in two BCS Bowls, one Conference Championship game, and one National Championship game. After the conclusion of his football playing career and graduation from the University of Nebraska, Kelly served on the coaching staff at Nebraska and Ole Miss. In 2005, Kelly decided to take the skill set he acquired competing in collegiate athletics and apply it to the real estate industry here in Arizona.  Leadership, integrity, and work ethic are the core competencies of Kelly Cook and the Kelly Cook Real Estate Group. Go to kellycookhomes.com for more information or call 480.442.9868

Depending on who you trust for information, homeownership is the only path to wealth and security. But are we getting enough information to make informed choices about this big decision? On this episode of Real Estate Uncensored, we talk to real estate experts and co-authors John Agostinelli and Chris Michaud. They share insights on the real estate crash from inside the industry, and whether homeownership is the right path for everyone.

One of the main underpinnings of the economy is confidence. If we keep the confidence up, spending keeps going up. Bad things happen when confidence goes down. -Matt Johnson

Takeaways + Tactics

Agents have to educate themselves beyond what the media and vested institutions say about homeownership so they can better inform clients.

When people calculate the benefits and costs of home ownership, they rarely calculate the lost opportunity cost of the money that went to the downpayment.

When it comes to homeownership, don’t max out, buy about 80% of what the bank says you should.

On this episode we discussed;

• The crash: what John and Chris learned from the inside and the disconnect between what the media was saying and what was happening.
• Advice for real estate agents from John and Chris’ perspectives
• The real estate industrial complex and the vested interest groups that are self-motivated to prop up housing
• The truth about homeownership you won’t hear from the media
• Recommended reading

Key Quotes 

Homeownership isn’t always a great investment especially if you take into consideration the operational and maintenance costs of the house. -John Agostinelli.

It’s been believed by the political class that homeownership is a good way to bridge the wealth gap. -John Agostinelli

People don’t look at homeownership as a business. They don’t look at it as an investment property but rather a consumer good, an expense and a way of buying into a lifestyle. If you follow the media, the message that is widely given to consumers is that homeownership is a path to wealth. However, there is more to this picture and it’s necessary for agents to be informed, so they can inform their clients of the best path for them. Be candid with your buyers, not just about the price of buying a home, but the costs too. Guest Bio

John Agostinelli has over 25 years experience in banking and real estate industries having worked at the FDIC examining the causes of bank failure and managing foreclosures in Massachusetts, NH and RI. He is also a real estate investor, speculation home builder and rehabilitates properties which helps communities to recover from the blight and regression caused by distressed properties. He is a guest speaker, author, real estate expert witness and real estate investment coach.

Chris Michaud is a 30+ year veteran of the real estate business as a real estate investor, broker and industry insider with some lobbying experience at the state and national level. He’s a sought after guest speaker and author. He was a past state REALTOR President-elect, an investor coach and trainer of the RealInvest Profit System.

For information on Chris and John’s upcoming book go to easymoneyamerica.com.

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

When it comes to intensifying your sales approach and methods, how do you work from the ground up and how do you make sure you’re doing everything in your power to influence your own success? On this episode, we discuss the mindset, activities and considerations that make up a radical sales strategy with Lucas Barra.

Can you answer the question of what makes you better than or different from other people? -Matt Johnson

Takeaways + Tactics

Be comfortable with giving information for free, but be careful about what you give away. Make them understand that they can learn even more by working with you.

The response and verbage of someone who is committed is different from the verbage of someone who isn’t. There’s a big difference between saying, “I need to” and “I’m going to.”

Know who you are, understand how to leverage that, add the mindset and goals, then work on getting better daily.

On this episode we discussed:

• The importance of gearing your sales conversation towards the buyer
• How to get the mindset right for making your dreams come true
• How coaches figure out how committed you are to achieving your goals

Key Quotes 

Solopreneurs lack someone who will tell them the truth and tell them from both sides. -Matt Johnson

When you’re not meeting your goals, your subconscious and conscious minds are not aligned. -Greg McDaniel

Commitment is key when it comes to excelling at sales. Coaches can identify through your verbage and language, whether you’re just interested or actually committed and motivated to do the work and make the changes. Attitude matters, and it is informed by what you say to yourself, how well you know what drives you, as well as knowing what makes you better and different from everyone else.

Guest Bio

Lucas is a blogger, founder and host of DreamChasers Podcast and a Sales Professional for Vistage International-The World's Leading Chief Exec Organization. Dreamchasers gives millennials the tools, resources, and inspiration to create a life of their dreams. Go to schoolofdreams.co for more info or email [email protected].

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

On this episode of Real Estate Uncensored, we answered questions from viewers and tackled subjects like presenting your marketing activities to clients, changing scripts when you farm the same area, how to give a client what they value and paying for premium leads.

Value that’s not perceived isn’t received and it’s important to understand what someone perceives as valuable. -Matt Johnson

Takeaways + Tactics

If you’re spending up to $200 per lead, your follow up has to be fast because you might lose that person.

Set yourself apart from every other agent out there by listing the things that you can do above and beyond the standard activities.

People value different things, and as the agent it is your role to pre-qualify these things so you can meet the requirements.

 

On this episode we discussed:

• The impact of hand-written letters and other personal touches
• Setting yourself apart from other agents when you present your services
• Handlers for a client who wants to wait to sell until after the holidays
• Advantages and disadvantages of premium leads on platforms like Zillow 

Key Quotes 

Sometimes value is the feeling of you caring about the customer’s home. -Matt Johnson

Do the pre-work for the client. Know what the current market conditions are, and know the most likely buyer for their home. -Greg McDaniel

  Most sellers don’t care how fancy your marketing is. They want to sell their house for the most amount of money, in the shortest period of time, at the least possible inconvenience. If you can provide this you will be a rockstar. That being said, remember that value is not the same for everyone. You’ll do your job well if you can learn what someone values and drive your skills towards helping them achieve that.