In todays episode, I’m interviewing Jason Cannon, a estate agency veteran with over 40 years of experience. Jason has an incredible track record - he was running his own office by age 21 and a entire region by 26!

In this episode, Jason shares his valuable perspective on what REALLY maximises a home's value when selling. His answer might surprise you. 😲

We also discussed the critical difference between "listing agents" and "sales agents," using strategic marketing to generate competition among buyers, how to properly stage and prep a home for sale, and what agents need to ask motivated sellers during listing consultations.

Jason also revealed how he turned around a cluttered, unsold home after 3 months on the market with only £700-800 worth of decluttering, staging, and repairs...and sold it for OVER asking! 🤯

If you're an agent looking to step up your sales game or a homeowner looking to maximise your sale price, this is an episode you won't want to miss.

Tune in now to hear Jason's 40+ years of sales, marketing, and negotiation wisdom applied to real estate!

Here is a summary of Jason's key comments from the podcast interview:

• Jason has over 40 years of experience in real estate. He was running an office by age 21 and a region by age 26. He has started multiple estate agencies over his career.
• In Jason's view, the #1 thing that maximises a home's value when selling is effective marketing. Without good marketing, you can't create competition among buyers which is critical.
• Jason differentiates between "listing agents" who just list properties and "sales agents" who focus on actually selling homes. He moves at least 65% of his seller clients whereas the average agent only moves 45%.
• Jason shared an example of taking over a cluttered home that hadn't sold after 3 months. He decluttered, staged, and made minor updates spending only £700-800. Lowered the price slightly, remarketed it aggressively, and sold for over 10% above the new asking price.
• Key factors Jason looks at: skilled agent, motivated sellers, effective marketing, strategic pricing, great photography/videos, local market knowledge, negotiation skills, responsive communication, networking with other agents, and continual monitoring of the sale.
• Jason first interviews sellers thoroughly to understand their motivation and decide if he can add value. He then presents various sales strategy options for them to choose from.
• Jason focuses now on coaching/consulting agents using psychology, NLP, etc. to get them thinking in terms of "possibilities" and proven sales models rather than self-limiting beliefs.

Stats:

Here are the key stats that Jason mentions in the podcast:

• 20% of people believe sales is what maximises a home's value when selling, 40% believe it's marketing, 40% believe it's negotiation (based on a poll Jason conducted)
• The average London agent moves 4.5 out of 10 of their listed properties. Jason works in a sales model focused on actually selling homes and moves at least 6.5 out of 10.
• In 2022, the average days on market before getting an offer was about 22 days. Now in the current market its about 35 days.
• In the example with the cluttered house, Jason got 18 viewers to come view the property after decluttering and staging it prior to putting it back on the market. This created competition and multiple offers.

In summary, the key stats:

• 20%/40%/40% - Factors maximising home value
• 4.5/10 vs 6.5/10 - Jason's sales rate vs average agent
• 22 days vs 35 days - Average days on market
• 18 viewers - Example property after improvements

Here is a summary of the key points from the podcast interview with Dominic Murphy, focused solely on his responses:

Dominic believes the most important thing for maximizing a home's value when selling is getting buy-in and trust from the seller that the agent will do everything possible to achieve the best price in today's market. This includes pricing attractively, preparing the property well, and working as a "team" with the seller towards the common goal.

He explains that in 2022 his agency took on too many listings without enough seller commitment to the process. As a result, they carried excessive costs without sales. In 2023, they tightened criteria and focused on fewer, better instructions. Though listing less, revenues are up on lower overhead. The team has more capacity to focus on clients. 

According to Dominic, most agents focus too much on marketing activities of questionable return. He believes success comes from open, transparent communication and doing right by the client. If agents do a phenomenal job for clients, referral business follows.

On pricing, Dominic says 70% of local stock is overpriced. He gets frustrated when sellers miss opportunities clinging to unrealistic prices. Time on market increases losses for sellers.  

He believes estate agency need not be complicated. The core is communication, transparency and honesty. His best recruits come from outside real estate - from hospitality and roles focused on communication. 

Dominic concludes if agents focus first on serving clients exceptionally well, the byproduct will be referral business and success.

Contact Dominic or his team below

Dominic Murphy

• Mobile Number: 07595 903811
• Email: [email protected]

DM & Co. Homes – Solihull

• Number: 0121 775 0101
• Email Address: [email protected]

DM & Co. Homes – Dorridge

• Number: 01564 777314
• Email Address: [email protected]

DM & Co. Premium

• Number: 01564 777314
• Email Address: [email protected]

DM & Co. Homes – Lettings

• Number: 0121 775 0101
• Email Address: [email protected]

DM & Co. Land & New Homes

• Number: 0121 683 8833
• Email Address: [email protected]

Social Media:

• Instagram:
  • @dominicmurphytheagent
  • @dmandcohomes
  • @dmandcopremium

Step into a conversation that breaks the mold of conventional wisdom.

In this candid and revealing interview, James Cox, an experienced individual in property and finance, dives deep into the unsung nuances of real estate.

He uncovers the often overlooked secrets to maximizing your property's value when selling, sharing insights that transcend the ordinary advice you'll hear elsewhere.

Listen in as James unravels the critical role of customer service in the property market, exploring how it can make or break a sale and illuminates the buyer's emotional journey and the pivotal impact of an estate agent's representation.

With a wealth of anecdotes and practical wisdom, James sheds light on the true essence of effective real estate transactions.

If you're seeking unfiltered truths and actionable advice on navigating the world of property sales, this interview is a goldmine of unconventional yet invaluable insights.

You can contact James via insta and TikTok below

• Instagram: @jcmortgageadvice
• TikTok: @jcmortgageadvice

Stephen's totally big on making the most out of selling a house.

Stephen Brown, a seasoned estate agency professional, boasts extensive experience in the industry.

He's all about sharing powerful negotiation tactics, enhancing client relationships, and maximising listing potential.

With a dedicated goal to elevate your real estate game, Stephen offers invaluable insights and a passion-driven approach that guarantees success in this dynamic field.

His expertise spans various aspects, from navigating market trends to leveraging cutting-edge strategies and committed to fostering growth, delivering top-notch service, and providing the tools necessary for agents excel in today's competitive market.

Listen now and embark on an enriching journey that will transform your estate agency ventures and set you on the path to remarkable achievement…

[email protected]

In this riveting podcast episode featuring the incredible John Athanasiou, hailed as one of the finest agents I've ever worked with.

The spotlight is on the gutsy, make-or-break world of real estate and John Athanasiou lays bare the raw truth: attitude is the unsung hero, weaving through every nook and cranny of property transactions.

From that crucial first handshake to the nail-biting negotiations and strategic marketing maneuvers, John unveils the power dynamics driven by attitude.

A vivid example unfolds, showcasing the clash between the big corporate sharks and the nimble independent agents, and how their attitudes dictate their success.

John's narrative pulsates with the heartbeat of estate agency, driving home the necessity of syncing with clients' dreams for optimal outcomes.

He champions a no-nonsense, service-first attitude as the compass for sustainable growth and profits.

This episode is not just a podcast; it's a rollercoaster through the highs and lows of the estate agency arena...

In this podcast episode, Sam Hannon, Cert RBCB Director and Valuer at Hannons Estate Agents, discusses the key factor in maximising the value of a home when selling.

Sam emphasises the importance of providing excellent service to clients throughout the sales process.

She argues that accurate valuation and honest communication from the beginning help avoid overpricing, which can lead to stale listings and devaluation.

Sam stresses that service levels, honesty, and proactive communication contribute to successful sales and drawing on her experience in the banking industry, highlighting the need to instill confidence in clients and protect their assets during the transaction.

Sam's approach involves working for the buyer once searches are paid, ensuring commitment before fully engaging in the process.

Overall, the conversation underscores the significance of quality service and transparent communication in the real estate industry.

Social Links and Contact Details for Sam Hannon:

• TikTok: @hannons_estate
• Facebook: House2Homes Estate Agency
• Instagram: @hannons_estateagents
• Telephone: 01164297988
• Mobile: 07568560405
• Email: [email protected]
• Reviews: FreeIndex Profile

Meet Iain Cooper, a prominent figure in the estate agency industry, and the driving force behind Keller Williams UK.

With a passion for excellence and a mission to transform the perception of estate agents, Iain is dedicated to building successful businesses that prioritise the needs of clients.

He understands the intricacies of the property market, not only at a local but also at a national and international level and his leadership is characterised by a commitment to professionalism, a deep knowledge of the industry, and a genuine desire to offer the best service in the real estate business. 

In a podcast conversation with Iain Cooper, he emphasised the critical role of a knowledgeable and quality real estate agent in maximising the value of a property when selling it.

He stressed that while various aspects of the real estate business can be learned or taught, understanding the local market dynamics, supply and demand, and the psychology of buyers and sellers are essential skills for an agent.

Iain focused on the importance of understanding the local market's specific characteristics, including supply and demand, to accurately price a property for maximum exposure.

Iain discussed the three C's of competition, choice, and control, emphasising that pricing competitively creates competition, which in turn gives the seller choices and puts them in control of the selling process. He also highlighted the need for agents to act as consultants, not just door openers, and to understand their clients' motivations, desires, and needs.

Throughout the conversation, Iain criticised unethical practices in the real estate industry, such as overvaluing properties, excessive commission-based incentives, and the need for better professional standards. He called for greater education and licensing for real estate agents to enhance professionalism and ultimately benefit clients.

Iain Cooper's Contact Details:

LinkedIn: Iain Cooper's LinkedIn Profile

Instagram: Iain Cooper's Instagram Profile

Keller Williams UK Website: KWUK Advantage - Iain Cooper

Email: [email protected]

Phone: 07411881965

In this insightful podcast episode, James Cocker provides expert guidance on maximising property value during the sales process.

He places a strong emphasis on leveraging the potential of social media for effective real estate marketing.

James recommends creating engaging short-form portrait videos, such as 30-second reels, for showcasing properties on platforms like Facebook and Instagram, which can significantly boost viewer engagement.

He advises agents to strategically share property listings on social media before listing them on property portals, ensuring early local exposure.

Additionally, James underscores the importance of maintaining a robust online presence through a professional website to serve as a brand touchpoint.

Furthermore, he advocates sharing property listings in local Facebook groups to harness the power of social proof and foster direct engagement with potential buyers.

For more valuable insights and to connect with James Cocker, visit his profiles on Facebook and LinkedIn.

Jerry Lyons, the visionary behind Estate Agent Content, has earned the esteemed title of the UK's premier content marketing provider, as affirmed by Google Reviews.

His company boasts a prolific track record of partnering with numerous estate agencies since 2012. 

Beyond business success, they've donated over £38,000 to charitable causes since 2019 and clinched the prestigious Best Supplier Fundraising award at the 2022 Agents Giving Awards.

In a testament to his forward-thinking, in January 2024, Jerry is set to unveil the Ethical Agent Network, a groundbreaking initiative uniting the industry's finest and most ethically-driven agents.

In a lively podcast interview with Jerry Lyons, a content and marketing specialist from the Ethical Agent Network, the conversation revolves around the art of selling properties. The main takeaway is crystal clear: the agent you choose can significantly impact the value you get for your home. Jerry passionately underscores that the ace up your sleeve is an estate agent who's not only skilled but also ethical.

Jerry's anecdotes reveal the stark contrast between good and poor agents. The best agents, he insists, are those who obsess over getting the highest possible price for your property. They are committed negotiators, often landing deals that go well beyond the average market value. These agents don't just secure sales; they protect your interests with unmatched dedication.

The key, according to Jerry, is that your estate agent should be more than just a transaction facilitator. They are, in essence, advocates for your financial wellbeing. They play the long game, recognising that today's buyers are tomorrow's sellers, and their reputation is at stake.

Jerry's insights highlight the importance of communication. The best agents are proactive, providing constant updates to keep clients informed. They treat estate agency as a contact sport, always staying ahead of the curve.

Jerry encourages sellers to be selective when choosing an agent and advocates for zero-week contracts. Such contracts empower sellers and incentives agents to excel.

The conversation wraps up with two memorable quotes that sum up the essence of the discussion: "You get the leaders you deserve," and "If they've called for an update, you're already too late." These quotes capture the core principles of ethical, customer-centric estate agents and the importance of making informed choices in this field.

Contact Details:

• Website: Ethical Agent Network
• Email: [email protected]

Social Media:

• Facebook Group: Ethical Agent Network on Facebook
• LinkedIn Profile: Jerry Lyons on LinkedIn

The past four years saw significant changes in the real estate market.

In 2007, the mortgage product landscape rapidly shifted, causing concern and challenges for both buyers and sellers.

The market transitioned from a seller's market to a more balanced one, where buyers had increased control. The days of agents setting prices at will were over, and achieving maximum value became more complex.

To succeed in this new environment, sellers needed to prioritise speed and efficiency. Having a knowledgeable and well-compensated estate agent was essential, as they could guide sellers through the intricacies of the market.

A reliable conveyancer was also crucial, ideally connected to the estate agent to streamline the process. The longer a sale dragged on, the less value the property represented, causing concerns for both buyers and sellers.

In response to these challenges, the discussion highlighted the importance of education for clients, transparent communication, and upfront information to speed up the property transaction process.

Proactive agents who guide clients through the selling process and create competition among potential buyers were recommended to achieve the best results.

The pricing strategy, aimed at attracting buyers seeking bargains, was also emphasised, ensuring properties would find their right market level.

Overall, the real estate industry needed to adapt to a more balanced market where efficiency and client education played a significant role in successful transactions.