Super Agents Live- Selling Real Estate

The principles for success are well known but, often are transmuted into what we think will work in 2020. Today we talk about what works year in and year out.

Todays guest is a phenom---she came from humble beginnings worked her way into college via a tennis scholarship and got the job of her dreams only to find out it wasn't what she thought it was going to be----on a fluke---and out of boredom she got her real estate license and in her first year sold 60 something houses and her second year she sold 80-----I dig in and find out what is driving her and how she did it. Stay tuned----this is one you have to hear.

Todays episode I brought on one of the best marketing guys on the west coast. His speciality is direct mail slash email marketing. I am passionate about marketing and advertising because it is absolutely essential if you guys want to create a predictable and repeatable business and this is a skill that very few people have mastered.

Let me give you guys a quick explainer here ----most people think that advertising and marketing are the same thing –they are not. Let me quickly try to explain the differences. If you guys can wrap your head around the differences between advertising and marketing and understand how to use this in your business you are going to thrive if not, your in for some pain-----the pain of losing money and we all hate that.

For this discussion I am going to use BMW. Bmw is super good at what they do.

First—the difference between advertising and marketing is simple. An advertisement is an inducement—in short its and offer—it's a promotion and these promotions are very simple. If you google BMW January 2020 ---you will see two things----you will see something called January promotions and the other thing you will see is January incentives. The offer is dead simple-----drive a new bmw 330 for 349 a month. It give you a term 36 months and an expiration-----all in the headline.

Drive a new 330 for 349 a month good thru January 31st. It couldn't be more simple than that. That is an advertisement. This type of advertisement is meant to drive sales through the month of January.

This is not a marketing piece. A marketing piece is different---marketing will typically have long and mid range goals with the intent of embedding an image or a "brand"—for BMW their brand is "the ultimate driving machine" aimed at middle upper class people in mid-age 35-50 and is excelling at their career and have aspirational tases—these are people that are value their social status. A BMW marketing piece might be one that embeds the idea that upwardly mobile or wealthy people drive BMW's. Drop into a dealer and look at some of their brochures---heavy cardstock, images that almost move and after looking at one for a few minutes you can almost smell the leather wafting off the page. That is a marketing piece

For me I am a Porsche guy and my love affair with Porsche started when I was in my teens. I visited a Porsche dealer ----looked through brochures and dreamed that one day I would have that kind of life—whatever that meant to me at the time I don't know but, whatever those brochures said or conveyed---they worked. I currently own 3 Porsches and 1 dedicated track car. Long range marketing works but, your not Porsche and this is the mistake I see all the time with people building their business. They think they can use "branding" in their business and have it work. You cant---at least not at first.

We put realtors on radio and television and every spot we write is a direct response piece—its an advertising piece. Similar to that BMW ad----drive a new 330 for 349 a month---we create spots that create an offer that induces a direct response—in this case a phone call. Maybe I will do a podcast just on how to write an ad so if you want to hear an episode on this send me an email and let me know. For now here is what I will tell you. In every outbound message you create---whether that is a direct mail piece, a facebook ad or a radio spot----you need to focus on just 4 things

• A compelling headline----BMW's is drive a new 330 for 349. For you that might be "I'll sell your house in 10 days or less"
• How will you do this? For BMW they tell you the term –in this case its 36 months; You might simply say "I have so many approved buyers….dot dot dot"
• The third piece is a testimonial. BMW doesn't have to spell out how your going to feel in their ads because the image of social mobility, luxury and refinement is so baked into their "brand" you already know your going to feel great driving a BMW.
• The last piece is a strong call to action. BMW does this with a simple expiration---its 349 a month for the next two weeks—after that your going to pay full pop.

So---lets hop into this interview with Craig Simpson and see what he has to say.

Let me say one quick thing about advertising and marketing. Whenever I meet someone and we invariably ask what I do ---I tell them I put people on radio and television and that I write ads and a very typical response is---yeah I can see that but, and heres the big but, in this I have personally spent time with some of the best people in advertising and most of them are not mad men type extroverts a lot of them are very introverted and have found their way into advertising because they weren't great salespeople at least not face to face. I say that because maybe you're the kind of person that feels more comfortable behind a screen or maybe you're a little introverted—I wanted to let you know that theres more than one way to skin a cat and as we get into this interview I have a hard time getting this guy excited so stick with us----theres nuggets in here. OK—here we go

The 10X Rule says that 1) you should set targets for yourself that are 10X greater than what you believe you can achieve and 2) you should take actions that are 10X greater than what you believe are necessary to achieve your goals. The biggest mistake most people make in life is not setting goals high enough. Taking massive action is the only way to fulfill your true potential.

What I learned from losing a million dollars. Today we talk about making the cash is only the first step. The second, third and fourth step is not letting our egos get in the way of us keeping that cash.

Today's guest shares how he built a 50Million dollar empire and lost it all. We talk about how he is getting it back and lessons learned along the way. We also get into exactly how he is planning on attacking 2020.

Hey everybody whats up---im glad you found the show--todays guest has built a brokerage team of 100 and commonly does 1500 transactions. Let me set the table ---often time when I interview these people I want to know what they do that has gotten them to their level--how did they become so successful but, after doing a ton of these over the years I have come to realize that it is not the tactics or strategies that they have employee but, its the way they think. The way they prioritize their days or weeks. I'm always fascinated how people start in one place and end up somewhere they either never dreamed they could be or always dreamed of.

Todays guest came from a small town----ended up getting into a top tier university and then made songs selling 10M records ---he has taken what he has learned and built a massively successful real estate team.

He shares what team leaders should be providing new agents and what most agents are getting wrong. He shares what his secret sauce for getting his agents to succeed. We discuss the tools every agent must have and the skills necessary for success in 2020.

While I was setting up this interview my guest Ben Bacal was reviewing offers on a 50M+ deal.

I wanted to know was how does a person get into the circles of people that own 20M or 50M dollar home. How do you identify a group like this in your market--how to infiltrate for lack of a better word and then start doing business with these guys even though you are outclassed and outgunned. You show up in a honda accord while everyone else is rolling up in Ferraris.

Today's guest shares how he started off wanting to be a film director and instead took the skills and aesthetic he learned in film school and applied them to real estate. And how some basic camera skills and a love for connecting people helped him land a 20Million dollar listing.

We go over some of the scripts and methods he used to build a world-class database and a 100Million dollar business.

We talk about how he tackles social media when dealing with celebrities and why the higher up you go in the socio-economic environment the more authentic we all need to be.

Best Selling author Brett Bartholomew shows us how special forces and professional athletes hone their psychology to reach their maximum potential.

Some people Make good decisions quickly; while others have a knack for making great decisions but do it very slowly.

when I am making a decision about I think through scenario after scenario. Inside my head is a big game of ping pong as I play out one scenario after another trying to figure out the optimal move. I carefully consider all the pros and cons so I dont make a disastrous and stupid decision.

Careful consideration is easy--------I can buy more time by simply thinking to myself "I need more information".

Making decisions fast is hard and once you pull the trigger consequences are coming--maybe good--maybe bad---there's no way to rewind the clock.

Today's episode is how successful people create goals and action plans with less than complete information. Listen here superagentslive.com

Want to go big next year? It might be time to consider radio.

Regards-

The average lifespan of an agent is about 18 months. The average agent will sell less than 10 homes next year. The average agent will constantly be cycling between overload and uncertainty. I don't want to be average.

I think its safe to say that we all realize the power of taking action in today's busy, loud world.

A lot of entrepreneurs fail because they took the wrong action. Bruce Lee said [paraphrase] "Im not afraid of the man who practiced 10,000 kicks, I'm afraid of the man that has practiced one kick 10,000 times".

Most people begin and end their careers trying to do a little bit of everything and never really master that single devastating kick.

In todays episode we talk about the journey to finding the perfect kick

Listen here: