In this episode, I got to be interviewed by somebody else, in the heat of my coaching moment. So, once a year, we hold TRC Live, as an event. In fact, we had it postponed for several years, and this was the first one, recently, that we did.
So, Dean gets to interview in the thick of this moment. You'll see, I'm pretty intense, I'm fired up. I'm very focused on how I feel about these things. I think that'll give you an interesting perspective that's a little bit different from the standard podcasts that I do here.
Without further ado, here's my interview that I did for Dean Miller, on his podcast Opportunity Knocks. Enjoy!
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One of the challenges of being in the business of being a real estate agent is the dark element of resistance, of just doing enough and then wondering why your business is at a substance level. In this episode, we discuss some of the darker elements that thwart you and how to overcome that White Elephant in the Room, the resistance and push back that hold you back.
Show notes:
In this Episode We’ll Cover: You Must Eat The Frog!
a. Self-Leadership Starts With Doing The Right Things!
b. Self-Management Demands Doing Things Right!
c. Without Execution It’s All Just A Dream About Someday!
d. Eat The Dang Frog First!
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Episode link
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In this Episode We’ll Cover: Look For Negative Feedback!
a. Maxwell Maltz & The Guided Missile Theory!
b. Measure Your Critiques Against Your System Not Your Emotions!
c. Seek Out Second & Third Opinions Before Changing!
d. Never Get Fooled Into Believing It’s Ever “Fixed
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In this Episode, We’ll Cover: Why Being A Proactive Hunter Matters!
a. You Have A Lot Of Competition For Your Clients Eyes
b. You Are Risking Your Relationship By Waiting Back
c. Leverage Your Access To The Source (MLS)
d. Be Proactive And Hunt For Relevant Information.
e. Technology Is Only A Threat To The Lazy Agents
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Episode link
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In this Episode We’ll Cover: Stop Hearing What You Only Want To About Your Business
a. Critical Thinking Is A Key Requirement For Success
b. Seek Disagreement Before All Major Decisions
c. Always Consider The Other Perspective To Learn What You’re Missing
d. Dedicate Time To Work On Your Strategic Plan
e. Be Humble & Recognize The You Don’t Know What You Don’t Know
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CRITICAL THINKING IS A KEY REQUIREMENT FOR SUCCESS
Strategic planning requires critical thinking in any business, and especially in real estate. Are you thinking critically about marketing, for example, or are you dismissive when someone tries to give you advice? The person who is constantly thinking, watching, learning and analyzing critically is more likely to succeed than someone who remains static and doesn't think about their business. Especially in this day and age!
SEEK DISAGREEMENT BEFORE ALL MAJOR DECISIONS
Disagreement that collides with the way things are helps us to think critically. Think of a debate coach who's really tough on a kid to help sharpen their skills. I will always agitate you to THINK critically before making any business decision. It's like fingernails on a chalkboard to me every time I hear agents making whimsical decisions because they heard someone is "killing it with this message." Stop and think, people! You should always seek disagreement before making a major decision. Your brain will actively try to avoid disagreement - but you should be looking for it.
ALWAYS CONSIDER THE OTHER PERSPECTIVE TO LEARN WHAT YOU'RE MISSING
The other perspective can often reveal something you're missing. You might think something is a great idea initially, but a colleague with another perspective could reveal that a new marketing fad might not be the best way to spend that money. What if an even better idea is revealed when you seek out the other perspective?
DEDICATE TIME TO WORK ON YOUR STRATEGIC PLAN
At my live events, I press agents to think strategically about their business. It's all modular, like these podcasts, only it's a deeper dive into specific modules. And it is dedicated time. Sometimes you need to shut everything down, get away from your marketplace and dedicate time to work on that strategic plan. We agitate attendees to think about these things, write them down and then debate the points with each other and disagree. Get serious about sequestering yourself away and dedicating time to work on your strategic plan.
BE HUMBLE & RECOGNIZE THAT YOU DON'T KNOW WHAT YOU DON'T KNOW
This is a great piece of advice for life in general. I happened to get it from a guy whose work I really respect: Michael Gerber. I met him a few years ago and he told me, "Remember, you don't know what you don't know." That was a humbling experience for me. The minute you lose your humility and fail to be a learner, you begin to lose traction. Think, "What don't I know today?" and keep moving, because business is relentless.
In this Episode We’ll Cover: Why You Should Hope It’s Very Difficult!
a. Stuff Gets Real In Real Estate
b. My Buyer & The Math & Fear
c. My Seller & The Pain
d. Who You Must Become To Be Successful
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STUFF GETS REAL IN REAL ESTATE
I'm not aware of any small business, including real estate, that is "easy." The path to success is difficult. Michael Gerber taught me this important lesson one time when I met him, which was, "We don't know what we don't know." This is pretty foundational for this podcast episode: Learning is about work ethic.
Let's get to it: "Stuff" gets real in real estate. Things can go haywire quickly. The most intelligent, emotionally mature person can go crazy when we're dealing with real estate. It's one of the largest emotional transactions they'll ever make in their lifetimes. Therefore, it's crucial for you to be a good learner as a real estate agent and to work hard to LEARN. You're supposed to be guiding these people as they're going crazy! A real estate sale is a chaotic event and you need to be a rock in that storm. Here are two important anecdotes from my past week.
MY BUYER & THE MATH & FEAR
This first client had her whole life ripped out from under her in a divorce. As realtors, we understand this happens a lot. Because she's in my past client pipeline, she decided to make a move and contacted me. She was highly motivated and wanted to get out her condo and into a single-family home, plus some real estate investing. The selling side went great. But on the buying side, I failed to recognize the fear that was bubbling up inside her. This is a lengthy story but listen to this section for the solution and outcome -- and how I was able to help her through patience and learning on my part.
MY SELLER & THE PAIN
A lot of people are in pain when they're going through the real estate process (think divorce and death). This second client, a seller, was a maintenance guy. Everything at the house was immaculate -- if something had needed done, he did it. I learned during the process that his wife had recently died. At one point during my talk with him, he went off... on me. It was the most emotional explosion against me that I've seen in 20 years. The previous client was dealing with fear and this one was dealing with unimaginable pain -- which was an avalanche on ME. Listen to learn how I engaged with and helped this seller.
WHO YOU MUST BECOME TO BE SUCCESSFUL!
This is really about who you must become to be successful in this business. I can teach you tactics until the cows come home, but those tactics will only get you so far. You must become an emotionally secure person who can walk into these situations -- often charged with fear and pain -- and HELP people. That's the business we're in. That's how you're going to be successful.
In this Episode We’ll Cover: Why You Should Sweat the Details
a. The Small Stuff Makes Up The Big Stuff
b. Chunk Up The Big Rocks First
c. Let The Pathway Pave Itself
d. Memorialize The Steps & Constantly Beat On Them
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THE SMALL STUFF MAKES UP THE BIG STUFF
I believe that a lot of small businesses, including real estate businesses, fail because they do not sweat the details. The small stuff makes up the big stuff, which is why it's so important to pay attention to the details. If you've been to FreeAgentGift.com and seen my infographic, that is the process by which I make Michael Gerber's concept of Entrepreneur-Manager-Sales/Technician simpler through a process I call "chunking it up." Know from the outset that there is a ton of "small stuff" in this business -- and we'll get there.
CHUNK UP THE BIG ROCKS FIRST
We'll get to the detail, such as "How do I hold an open house?" But first, we have to chunk up the big stuff. Put on your Manager hat and stay with me. Imagine being up in an elevated glass room and looking down to where you can see your business in sections. Looking down at the business this way (as The Manager), you can begin to plan on how to manufacture relationships that lead to these sales. Marketing is a really big "rock," for example. Withing that big rock, there are smaller "rocks" such as defining the market, clarifying your marketing message to make it concise and deciding on the medium to deliver the message. You're already getting into details when you chunk the big Marketing Rock up. Next rock: Conversion. Within your conversion rock, you have leads that you want to turn into prospects and clients -- those are the smaller rocks. Then you have the Closing rock and the Past Clients rock. Sweat the details to break those big rocks into smaller rocks.
LET THE PATHWAY PAVE ITSELF
Within those bigger chunks, we see the pathway start to reveal itself. Relying on what you've done with the big chunks will make it simpler to figure out the best way to address the smaller rocks. For example, when you listen to leads and let them tell you what they want -- guidance -- give them guidance. People raved about this when we started doing what they wanted. We allowed that pathway to sort of pave itself and the results were profound.
MEMORIALIZE THE STEPS & CONSTANTLY BEAT ON THEM
When you've done the detail work and the pathways paves itself, CAPTURE IT. Memorialize it. When the consumer tells us what they want, we should squeeze that and own it, instead of telling ourselves nonsense about what we think they want. Move them onto that path and refine it, so we can serve them even better. Give them what they really want. Beat on those details until you really know what the consumer REALLY wants and continue to give it to them!
In this Episode We’ll Cover: What Is Magnetic Marketing?
DAN KENNEDY: MESSAGE TO MARKET MATCH
"Magnetic marketing" is a term that I first heard Dan Kennedy use at an event. He was talking about the concept of message-to-market match. That resonated with me, because marketing is the great puzzle of small business. If you run a small business, you have to think about marketing. And isn't it sexy to think, "How do you magnetically attract business?" What Kennedy is really saying if you can get the right message to the right person at the right time, you can magnetically attract them in to you. Sounds great, right? Keep in mind that this isn't the Easy Button that you just press and business magically comes to you.
ISN'T THE IDEAL CLIENT A FARCE?
It starts with the idea of the "ideal client." Let me ask you this with some controversy: Is the ideal client a farce? Not from a marketing standpoint! From a cash-flow standpoint, then yes, maybe the ideal client is a farce; you'll do business with anybody if you're hungry enough. But if you fall into that trap, you can end up spending your career marketing to the wrong type of client and wondering where it all went wrong. When you take the time to figure out your ideal client, you can then spend time honing a message to attract that type of client. Where does that person live and is that an isolated geographic area where I would want to work?
ISN'T TRYING TO "ATTRACT" CUSTOMERS A COP-OUT?
Not at all - that's not the point. This dovetails with the concept of giving away your best stuff for free. If you can grasp giving away your best stuff for free, you will understand that this is at the heart of a magnetic offer. You must give away free content in this day and age. Look at all the free content that's educating you and drawing you in. If it happens to you all the time, why would it not work with your ideal clients? Give away your guidance on a regular basis. Giving away your guidance attracts people to want more.
PROACTIVE DELIVERY IS THE BEST IN REAL ESTATE!
Proactive delivery of this magnetic message is really important in real estate. It's crazy how real magnetic marketing is when done correctly. Direct marketing worked to a certain extent for me. But when we took a proactive approach and added telemarketing to the mix -- calling people, telling them about our free guidance and offering to send it to them -- everything started to change. I do this every day and it works.
In this Episode We’ll Cover: Top Producer Mistakes!
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TOP PRODUCERS ARE TOO COMFORTABLE
Let's just get something right out in the open. All of the "top producer mistakes" that I talk about in this podcast are mistakes that I, myself, have made. One of the big mistakes that top producers make is they get too comfortable. Many top producers are just really hard-working salespeople. They are Top Producers because nobody out-hustles them. Hustle is important, but there comes a point where things really start to work for you and you start to close down and get comfortable. It seems to be working, so you just rinse and repeat. I'll explain why that's a problem in a moment.
THEY SPEND TOO MUCH MONEY CHASING IDEAS
When things are going well and the business is a ball of energy, top producers tend to chase any and every idea that comes along: This conference, that person's plan, the new fad and so on. You become an idea junkie. "This other top producer is killing it with this idea" -- so you have to run out and try it. That's a mistake we all make. Instead of chasing an idea, how about asking if there is a way to deploy it in your strategic approach. Once you become too comfortable in your business, if you combine that with chasing ideas, here is the problem: You're buying them. Some of you are paying extraordinarily exorbitant amounts for these ideas. Most small business owners -- and especially top producers -- are delusional when it comes to understanding what it really costs to run their business and turn a profit.
THEY TRY TO CONTROL TOO MUCH
Stop trying to control everything that you do as a top producer. Know when to cede control of certain tasks within your business and then do it. Turn on your management brain and stop trying to control all of the micro tasks in your business. There's only so far that you can stretch your two arms and two legs before something breaks! What's a task that is draining your time that doesn't require YOU to do it? Outsource that task and you can then leverage your time better. You don't think I'm typing up these show notes for the podcast, do you?
HOW TO FIX IT: SLOW DOWN & BUILD STRATEGIC PLANS!
Stop getting so comfortable. Stop pushing away help. Stop spending so much money chasing ideas that may or may not work with yourbusiness. Stop trying to control too much. Here's how to fix it: Slow down and spend a little bit of time building strategic plans. It worked for me and it will work for you.
In this Episode We’ll Cover: That Look In The Seller’s Eye!
a. How Do You Get The Opportunity To Meet Sellers!
b. What Value Are You Truly Going To GIVE!
c. How Organized & Patient Is Your Explanation!
d. What’s The Look You’re After?
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HOW DO YOU GET THE OPPORTUNITY TO MEET SELLERS?
Top producers are obsessed with getting more listings and new agents are wondering where to find listings in the first place. Here's the same advice I've been urging you to do for weeks now: You're going to look for conversations about real estate inside your target market. When you introduce yourself as a realtor, everyone's first question is always, "How's the market?" And then you're in that conversation! Not every conversation leads to a listing, obviously, but if you're not putting yourself out there, why would anyone even consider you? If you want to meet sellers, you must have those conversations about real estate.
WHAT VALUE ARE YOU TRULY GOING TO GIVE?
What value are you going to GIVE? A lot of realtors look at an area and think there's some bigshot realtor who controls that market. Not true! I've rarely seen a market where a realtor controls more than about 1 percent of the listings. Even if you go to an extremely rural area, that "power realtor" will control maybe 10 percent of the market -- leaving the other 90 percent available for others. What you're really doing is making excuses. Pause and think of the value you are going to GIVE to the seller. When someone is listing their property, what is the process they go through and in what order do they go through it? The number one thing you can give is your guidance through the process.
HOW ORGANIZED & PATIENT IS YOUR EXPLANATION?
The goal is to give deeply, with detachment from the outcome. How do you do that? Be organized and patient in your explanation. Get organized first. Be able to explain the real estate process to a seller in as simple a manner as possible. I use a pinwheel with seven steps for buyers (or a one-sheet infographic with six steps for buyers). My steps are simple but thorough. The other part is patience, which many of us lack. Sticking to the process -- the steps -- allows you to be patient with them as you explain it to them. If you start to get lost in the woods or get impatient, that simplified process lets you get back on trick.
WHAT'S THE LOOK YOU'RE AFTER?
So, what's that look I'm talking about? If you're having real estate conversations, and you GIVE the best value that you possibly can, and you are organized and patient in explaining the process to them, you will get the look that I'm talking about here. If you want to know what that look is, well... listen to the podcast for the answer!
In this Episode We’ll Cover: Work In The Real World!
a. You Don’t Have To Know It All!
b. You Are Trying To Solve The Hero’s Problem!
c. Seek To Identify The Problem Especially Those That Reoccur!
d. Memorialize Your Solution & Make It Patent Ready!
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YOU DON'T HAVE TO KNOW IT ALL
We have too much advice from too many gurus online, it seems. Every one of them has advice that we feel like we MUST adhere to, rather than simply trusting ourselves. The problem with all this information is that there's simply a lot of it. Who's right? Who's wrong? Who's an authority? It gets confusing. Trust yourself for the basics and absorb this simple fact: You don't have to know it all to start!
I had no idea what the real estate industry was when I was starting out, but I was confident in my life skillset. I had learned how to help people, how to study, how to deal in business and so forth. Accept the fact that you can learn as you go along in this business -- you don't have to "know it all." There are things that you will need to know, such as the framework for taking a seller or buyer through the process. Concern yourself with learning, rather than worrying because you don't know everything. And for top producers: Always be learning!
YOU ARE TRYING TO SOLVE THE HERO'S PROBLEM
Realtors are not the "hero" of the real estate transaction story. You are the guide. This is a service business and you are guiding people. That's what you get paid to do: Guide people. The hero of the story is the buyer or seller who doesn't have a clue as to what to do. If you remember that, you will get started in the real estate business in a relaxed position. From there, you need to figure out the buyer/seller hero's problem.
SEEK TO IDENTIFY THE PROBLEM - ESPECIALLY THOSE THAT REOCCUR!
I came up with seven steps to helping a seller (generally) and six steps to helping a buyer. I chunked up and simplified the reoccurring problems that would simplify what I was seeking for the individual seller. This allows me to support the hero every time in a very simple fashion: Here are the steps to the process and here is where you are in that process. When you have a foundational process that you stick to, instead of flying by the seat of your pants each time, you can serve multiple heroes at once.
MEMORIALIZE YOUR SOLUTION & MAKE IT PATENT-READY
Once you've done the process a few times and had a chance to study it, take note of where the process went well, and where people consistently freak out. Memorialize and solve those freakouts. Write it down on a checklist. If you don't write things down, eventually your brain will stop doing some of those important little things. Write it down!
In this episode, we'll cover: How To Simplify Your Business
a. What Are The Simplest Common Factors In A Sale?
b. Conversations About Real Estate!
c. Follow Up Regarding Property Information!
d. Showing Properties Whether For A Seller Or To A Buyer!
e. Closing With Care To Create Your Community!
WHAT ARE THE SIMPLEST COMMON FACTORS IN A SALE?
Part of simplifying your business requires you to use your imagination and do it in your head first. It worked for Albert Einstein! Imagine yourself meeting a person -- probably through marketing -- and going through the entire relationship from first contact until they point where they are a past client. Let's break this down into the simplest components.
1. CONVERSATIONS ABOUT REAL ESTATE
You must have these conversations. Low-tech, simple conversations about real estate happen all the time. It's pretty easy to hear people talking about where they live -- their neighborhood. That has to do with real estate. Whether they rent or own, most people are doing something with real estate. This is an easy conversation to fall into. Don't forget: No one wants to be over-pursued in the beginning of this process. Also remember that face-to-face conversations about real estate are the best.
2. FOLLOW UP REGARDING PROPERTY INFORMATION
People need professional guidance through the complex real estate process. That's you! When you find someone who is looking to buy or sell within the next 6 to 12 months, offer them access directly through MLS where they can get properties for sale and properties that sold. Sold properties tell a fantastic story. You're now set up to follow up with them without being a pest, because you've given them something that's micro important to them.
3. SHOWING PROPERTIES WHETHER FOR A SELLER OR TO A BUYER
Whether the prospect is a buyer or a seller, you want to get into properties with them. Show them pointers and give them guidance. After they have access to MLS, get offline so they can see what these things actually look like. Let them know that when they see properties with your guidance, it will make their online search much easier.
4. CLOSING WITH CARE TO CREATE YOUR COMMUNITY
This process outlined above leads to getting the listings, showing properties, writing offers that get accepted and finally, closing with care. Happy past clients can and will lead to future business for you, if you've been a good guide throughout the process and closed the deal with care. They become a part of your real estate community, so you want them to be your biggest fans who will sing your praises once the process is done. Why? Because they may decide to move again one day, and because they will know other people looking to move.
To recap, here's how you simplify your business. Ask yourself: Am I having conversations about real estate? Are those conversations leading to follow-ups regarding property information? Am I showing buyers and sellers properties? And am I closing with care?
In this Episode We’ll Cover: Why You Should Build Your Own Franchise!
a. The Reason Ray Kroc Bought The First Hamburger Joint!
b. Figuring Out What The Consumer Wants First!
c. Memorializing A Formulaic Approach To Guidance!
d. Organizing The Big Picture Franchise!
e. Measuring Your Performance Against The Model!
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Episode link
Web: http://bit.ly/trc-podcast
In this Episode We’ll Cover: Social Media Marketing Confusion!
a. A Good Social Media Strategy Starts With Your Website!
b. Social Media Posting Versus Marketing!
c. Core Content: Market Update & Tip Series!
d. Syndicate Outwards & Bring Back Inwards!
e. Bonus Section: Match Custom Audience To Messages!
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Episode link
Web: http://bit.ly/trc-podcast
GOOD SOCIAL MEDIA STRATEGY STARTS WITH YOUR WEBSITE
Social media marketing is confusing. It's a mess. This episode will give you method to strategically approach it. A good social media strategy starts with your website. Your website is the "mother ship" -- it's the dissertation of what you are all about as a real estate agent. Blog posts, videos of listings and other content needs a home. Where do you keep it? You need a vault to keep your stuff in an organized way. Put the content on your website -- the place where your strategic approach begins.
SOCIAL MEDIA POSTING VERSUS MARKETING
Are you constantly posting on social media because you believe that is "social media marketing?" No wonder people are stressed out and confused when they take this approach! Posting is just an activity, not a strategy.
CORE CONTENT: MARKET UPDATE & TIP SERIES
What is the core content that you're going to be posting on social media? The number one thing that people will always ask you when they know you're in real estate is, "How's the market?" Since you're going to hear that question over and over again, be proactive about it! Do a market update once a month about your area. Include things like average price, price per square foot, and how many listings sold in that month versus the last. Give someone a few bullet points about the thing they all ask! Put the statistics in an infographic, talk about them in a video, or use whatever form you want for your update. Make that the very first post in your blog/news feed.
Next, give a weekly tip. What do people do on a regular basis when they buy or sell? Document the process and come up with a weekly tip. These shouldn't take more than a minute to talk about, and all of a sudden you have a lengthy series of helpful tips you can use for content. That's five pieces of content on your blog every month.
SYNDICATE OUTWARDS & BRING BACK INWARDS
Once the content is on your website -- the mother ship -- syndicate outwards by posting it to your social media channels. Use Facebook, LinkedIn, YouTube and other channels to send your content out to the world. When they click on it, guess where they go? Back inwards to the mother ship.
BONUS SECTION: MATCH CUSTOM AUDIENCE TO MESSAGES!
Once the content been produced and posted, then you can start to focus on Google and Facebook ads. Start taking the content and matching it to an audience. If you want to spend any money getting your content in front of people, go back to basics. The social media platforms put your content in front of the people you want to see it, based on age, zip code, income and other specific factors.
In this Episode We’ll Cover: Go To Work!
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a. Stop Talking About Distractions!
b. Go To Work Seeking Conversations!
c. Go To Work Creating Prospects To Serve!
d. Go To Work Proactively For Your Clients!
e. Go To Work For Your Community Of Past Clients & Community!
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Episode link
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STOP TALKING ABOUT DISTRACTIONS
Go to work! I've had so many people pick up the phone and call me with distractions -- "What about this? What about that?" It's time for a pattern interrupt. Let's get out of the realm of theory and get to work! What do these distractions that keep holding you back have to do with helping someone buy or sell a piece of real estate? It's exasperating to see so many of you struggling with the distractions -- and there are a LOT of distractions in this multi-trillion dollar business -- that I want to help you get away with it. My best advice is these three words: GO TO WORK! We get so caught up in the distractions that we forget how to better help a buyer and a seller. Get out there and help people. Go to work!
GO TO WORK SEEKING CONVERSATIONS
When you pick up your lunch pail and go to it, what do you do? If you had no resources and had to be resourceful, what would you do? Seek conversations! Seeking conversations about what you do. It's how you drum up new business. Go to work on the problem. Tell everyone you're in the real estate business and be prepared to have a conversation about it.
GO TO WORK SEEKING PROSPECTS TO SERVE
When you have conversations, it leads to prospects -- someone who needs to buy or sell within the next 12 months. Go to work for them for nothing -- zero -- FREE. Set them up with MLS, serve them. Go to work to help prospects and build up your business. Have real conversations and demonstrate to them that you're going to work for them in exchange for nothing. You can shorten a prospect's time frame when you go to work and empower them with knowledge.
GO TO WORK PROACTIVELY FOR YOUR CLIENTS
When you go to work for a prospect and they make the leap to become a client, you have to dig in with them even more so. Go deeper, care for them more. As they go deeper into the relationship, you need to increase your own expectations and level of commitment. Once they've listed with you, go to work! Break the bricks and do the dirty work.
GO TO WORK FOR YOUR PAST CLIENTS & COMMUNITY
When they are your "past client," you want them to be singing your praises for how hard you worked to make it happen. You should give them everything you have, so they will generate future business for you. You were the go-getter when they needed you. GO TO WORK!
In this episode, we'll cover: Let The Consumer Teach You!
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➡ The Old Saying: Give Them What They Want
➡ What If They Don’t Know What They Want
➡ What If It’s Not What You Offer
➡ They All NEED Your Insight
➡ Adjust Your Offer To Give A Heavy Dose Of What They Want & Demonstrate Your Guidance
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➡ iTunes: https://apple.co/2CkWYB8
➡ Spotify: https://spoti.fi/2pVPPQj
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Episode link
➡ Web: http://bit.ly/trc-podcast
In this Episode, We’ll Cover: The Clearest Message Wins!
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➡ People Don’t Buy The Best Product Or Service!
➡ They Buy The Ones They Can Understand The Fastest!
➡ Avoid The Curse Of Knowledge!
➡ Speak To The Raw Basics Of Survival!
➡ Simplify Your Survival Plan For Buyers & Sellers!
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PEOPLE DON'T BUY THE BEST PRODUCT OR SERVICE
I want to give Donald Miller full credit for this idea, which I've drawn from his "StoryBrand." People don't buy the best product or service. That may sound "bonkers," but we see it all the time in the real estate business! It makes sense in the consumer's "story," however. They're the hero. If you're the BEST real estate agent in the world, maybe you're not communicating your message as effectively as you could -- which is that you're the "helper" in the hero's story.
THEY BUY THE ONES THEY CAN UNDERSTAND THE FASTEST
The reason for this is because people will buy the product or service that they can understand the fastest. Are you burdening clients with your resume, when instead you should be telling them how you're going to solve their problem? Don't force them to burn a lot of "mental calories" to keep up with you. Chunk your message up into bullet points; keep it simple, formulaic and organized, so people can understand you quickly. This is a complex business and people don't understand the 'ins' and 'outs' the way that you do. Your job is to simplify it for them!
AVOID THE CURSE OF KNOWLEDGE
A lot of us fall into this trap. New realtors get really excited because they've passed their licensing and they have all this knowledge. It's a natural tendency to want to share that accomplishment. If the buyer is the hero of the story, is it necessary for you to drone on about everything you just learned in "Realtor Class?" NO! Think of it like you're communicating on Twitter. You're forced to limit yourself to 140 characters to get your message across. How can you trim your real estate message in a similar fashion before you walk into a listing or open house, in order to simplify it for the potential buyers?
SPEAK TO THE RAW BASICS OF SURVIVAL
Clients are trying to survive the real estate process, so speak to the raw basics of survival. Their brains will shut down if you avalanche them with your knowledge. They may patronize you and even like you, but you've still shut them down. The thing they'd really love to have is someone to guide them and help them to survive the process with a PLAN.
SIMPLIFY YOUR SURVIVAL PLAN FOR BUYERS & SELLERS
I have two Infographics that have the immutable laws of selling and buying. There's an organized way that people go through the process. It's a fifth-grade level message that can be delivered in 60 seconds from the hood of a car. If you can't do that, your business may be suffering from the curse of knowledge.
In this Episode, We’ll Cover: The Power Of Your Words!
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1. Your Positioning Helps Set The Stage
2. Your Introduction Gives The Necessary Context
3. Your Tone & Pace Might Not Be What You Think
4. When In Doubt Default To Help & Contribution
5. Let The Ogres Make You Better
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Learn more here: http://bit.ly/TRC-066
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YOUR POSITIONING HELPS SET THE STAGE
This episode builds on the topics we covered in Episode #65, on the differences between cold-calling and strategic telemarketing. Real estate is a service business. How are we ever going to explain the services that are available to people if we won't pick up the phone? Door knocking is exhausting and sometimes scary. Ask yourself: What is my position? Your positioning helps set the stage for all the things you'll say during a telemarketing call. Remember: You're not the hero of this story! The hero is the seller and the buyer. Your role is to be the guide who helps the "hero" on their journey of buying or selling a home. Take that "positioning" in your real estate business, where telemarketing is one of the easiest ways to have the most conversations about real estate with people. You're the guide!
YOUR INTRODUCTION GIVES THE NECESSARY CONTEXT
Be yourself. Be "you" as you introduce yourself to people as the guide, who can help them overcome the challenge of buying or selling a home. "I have some similar properties to yours that have sold recently and what they went for -- and I thought this info might help you." And then we withdraw. When you give them something without asking anything in return, you'll set yourself apart from the other 15 people that have been cold-calling them or banging on their door. Position yourself as a good person who just wants to help.
YOUR TONE & PACE MIGHT NOT BE WHAT YOU THINK!
Going off of a script can come across as not being genuine. You're not using YOUR words when you talk to people. Don't be so afraid to be yourself and learn to "hit the beats" in a conversation. Listen to this section to learn how to make a quick, effective intro to any telemarketing conversation -- and to make it YOUR intro. You can use this formulaic model in any context, without being a pest. Keep in mind that if you're nervous OR excited, you may be going too quickly. Slow down and be clear as you offer your guidance.
WHEN IN DOUBT, DEFAULT TO HELP & CONTRIBUTION
If the person on the other end of the line sounds hesitant, doubtful, busy or mad -- just acknowledge it. And then default to helping them, while expecting nothing back. Be helpful and back off. That's what a good guide does for the hero.
LET THE OGRES MAKE YOU BETTER
Sometimes when you make telemarketing calls, you'll encounter the "ogre." Don't get mad at them. Let them make you better. You can learn perseverance from dealing with ogres. "What are you so mad about?" Call them out, persevere and who knows? Maybe you'll be the pattern interruption that turns them around. If not, you've only lost a little bit of your time
#realestate #realestatepodcast #podcast #realestatebusiness #agent2021
In this Episode, We’ll Cover: Telemarketing Versus Cold Calling!
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1. What’s The Difference Between Cold Calling & Telemarketing!
2. Why Telemarketing Should Be Your First Choice For Message Delivery!
3. How To Use Content Marketing – Online & Offline To Support Telemarketing!
4. It’s About Prospects First, Appointments Second!
5. Telemarketing NEVER Stops!
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Learn more here: http://bit.ly/TRC-065
Subscribe to the podcast: https://apple.co/2CkWYB8
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WHAT'S THE DIFFERENCE BETWEEN TELEMARKETING & COLD CALLING?
Telemarketing versus cold calling is always a lightning rod when you talk about real estate. What's the difference between the two? In my opinion (emphasis on OPINION), cold calling means you're picking up the phone and calling. Get into conversations, see if you can get somebody talking. Personally, I don't like it. The "cold" part without a plan bothers me. Telemarketing, in my opinion, is calling people under the framework of a very highly-structured, planned event.
When you're telemarketing, you're going to be marketing YOU and your expertise within a defined, planned geographic location. Doesn't that make more sense, as an expert, than calling someone "cold?" Calling with a plan and your market expertise is already much better than calling cold! Giving away information like this for free gets you into a useful conversation much quicker and easier than cold calling. You must contribute something to them first, and that's where telemarketing can be really powerful.
WHY TELEMARKETING SHOULD BE YOUR FIRST CHOICE FOR MESSAGE DELIVERY
Running to online platforms as your first choice is a big mistake. Try telemarketing. Trust me -- just try it! If you want to do more sales, you have to have phone conversations -- a lot of them. Having as many quality conversations as you can, every single week, should be your first priority. It's not going online and thinking you'll put your destiny in the hands of Facebook or Google AdWords. Telemarketing is a conversation that contributes to the people you're calling.
HOW TO USE CONTENT MARKETING -- ONLINE & OFFLINE -- TO SUPPORT TELEMARKETING
The real boss -- the consumer -- is starting to say, "Stop bothering me," because so many in real estate are taking (calling non-stop, etc.) and offering nothing of value in return. Lead generation no longer works the way it used to. Listen to this section for the real "meat and potatoes" -- tips on how to tie your online and offline marketing into your telemarketing plan.
IT'S ABOUT PROSPECTS FIRST, APPOINTMENTS SECOND
All of the cold callers are trying to book appointments -- it's all about the appointments for them. With telemarketing, it's about prospects FIRST, appointments second. If it's all about the appointments, you have the priorities backwards. The prospect relationship needs to come first.
TELEMARKETING NEVER STOPS!
You're always going to be calling and marketing a message via the phone. You're telemarketing a certain message to a lead. You're telemarketing an upgraded message to a prospect. When they're a client, the calls become very hyper-specific, going over and over the plan. This all happens by the phone and yes, it's supplemented by online and offline marketing. If there are no phone calls happening in your business... Get going with telemarketing immediately!
#realestate #realestatepodcast #podcast #realestatebusiness #agent2021
In this Episode We’ll Cover: Why Memorializing Your Best Ideas Will Save Your Business!
WHEN YOU HAVE AN IDEA AND IT TRIES TO RUN AWAY
I can't believe the number of top producers who can't articulate how much Gross Commission Income they want to net. Set a number! This gives you a North Star, so you can adjust on the way. Good ideas immediately try to run away. I use mind-mapping software and some other techniques to ensure that good ideas don't run away from me.
WRITE YOUR IDEAS DOWN IMMEDIATELY
Get into the habit of writing your ideas down. Type them out in your phone or jot them down on a notepad but write them down immediately. You can "formalize" or hash it out in more detail later, but be sure to initially write it down, so you don't lose it due to a short attention span or a hectic life. If you have to come back to an idea later and you didn't write it down... it's gone.
CATEGORIZE YOUR IDEAS LIKE A MANAGER
Here's the real how-to: Learn to categorize your ideas like a manager. The manager has to figure out where that idea fits in the best in a real estate business. Is this a marketing idea? Where does this help me improve the strategy for marketing (or whatever module the idea fits into)? Thinking about an idea as a manager allows you to pull the idea up out of all the noise. Properly shuffling an idea into a module as part of a managed strategy is how an idea will save your business. Not every idea will work out perfectly, but if just a few of them are dropped into the proper locations -- Wow!
MEMORIALIZE THOSE IDEAS INSIDE YOUR PLAN
To recap: You have a great idea. Open up your phone or take out a notepad and write it down. (Even if you use a digital form of note-taking, you should still go through the physical act of writing it down using a good old-fashioned pen and paper.) Categorize the idea by injecting it into the proper area in your plan -- Marketing, Prospecting, Closing and so on. This all relates back to memorializing your ideas. The Manager in you will scream at the Technician, "Write this down! This is a good idea!"
WORK ON TACTICALLY IMPLEMENTING THOSE IDEAS
Testing can begin after you have memorialized the idea in your plan. You can master the Best Practices in your plan if you Manage them. Work on the ideas tactically after you've written them down. This process will force you to slow down, so an idea won't run away with your business. The best feedback will be from the consumer who responds to an idea. That will tell you whether the idea is a winner.
In this Episode, We’ll Cover: Why I should have punched myself in the face!
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Learn more here: : https://therealtyclassroom.com/podcast/punched-face
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THE DANGER OF GUESSING & THE LAW OF CORROBORATION
There's a big danger in guessing and how that leads to the "Law of Corroboration." What do I mean? When you have a perception of how something works, that's a guess. If you're guessing, you can't go back to Episode #62 about written goals and be accurate. If you are guessing, you will only look for corroborating evidence that supports your guess. For example, once you've written down your goal for gross commission income (GCI), you will go do research to find evidence that it is possible. My goal is to get you to be very pragmatic at this moment in time, as you seek evidence to achieve your GCI goal. If you rely on guessing, your plan will also be subject to guesses.
THE WRITTEN GOAL PROTECTS YOU FROM YOUR WHIMS
Once you have your written goal, which I hope is geared a little bit toward a "luxury-sized" number, you will tend to be whimsical. We all are. That's when you start making BAD, whimsical decisions. "It's harder to get there than I thought, so I'll just go back here." No. That is simply you making a whimsical decision based on the challenges of growing a business. Writing the goal down helps you stick to the plan.
IF YOU'RE STUBBORN (AND INSECURE) LIKE ALL OF US!
You have to check yourself on a regular basis if you're stubborn (and insecure) like all the rest of us. Don't fall into the trap of, "I made this decision and I'm stickin' to it!" Believe me, I understand: It's painful to look at a mistake and realize that you've charted a course in the wrong way. If you're irredeemably stubborn, you might wake up in 15 or 20 years and wonder why nobody warned you that you're doing it wrong. Insecurity is another killer. Remember, instead of asking "Who am I?" you should be asking, "Why not me?"
NEVER STOP QUESTIONING YOUR GOAL AND YOUR PLAN TO GET THERE
There's no such thing as a straight path to your goal. You're going to have wins and losses, and you're going to get beaten up from time to time. The more that you question your goal and plan, and make this a game worth playing, the more likely it is that you'll be able to make those course corrections when they're necessary. Asking questions helps you refine your plan.
THE BONUS: YOU'RE LEARNING AND ADJUSTING
When you have the courage to take a beat and question your goal, you're learning and adjusting. I want you to look in the mirror and see someone special, who wasn't quite sure they could go to this new place where they're a high achiever with a successful real estate business -- but they did it!
In this Episode, We’ll Cover: Why You Must Have Written Financial Goals!
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1. Syncing The Right Brain & The Left Brain!
2. G.C.I. - The Biggest & Easiest Goal To Focus On!
3. Writing It Done Then Digitize It Inside Your Plan!
4. Result: Programming Your Subconscious To Choose The Correct Resources!
5. The Effectiveness Is Real – Just Ask Lee (TRC Episode 61)!
SYNCING THE RIGHT BRAIN & THE LEFT BRAIN
It is your brain that's running your business, correct? It's up to you and all the decisions that you make. It's a fact that the right side of your brain is creative and the left side is analytical. Let's talk about how to "rewire" your brain to set it in the direction of your goals. What goal?
G.C.I. -- THE BIGGEST & EASIEST GOAL TO FOCUS ON
This goal: Gross Commission Income (GCI). Start with a number -- just write down the number! This may sound a little strange, but when you write the number down, 1) Be practical, but 2) Don't be practical. Be practical about what's possible before you get creative and seek what's "beyond possible." They're both there for the taking. Write down the reasonable number that you want when you write this GCI goal down.
RESULT: PROGRAMMING YOUR SUBCONSCIOUS TO CHOOSE THE CORRECT RESOURCES
The answer to how you reach that reasonable GCI goal is in your head. Doesn't matter if it starts on the right side or the left side of the brain -- I want you to get that goal "out" of your head and write it down with a good ol' fashioned pencil and piece of paper. As you write it down, something is happening in your brain. There's a trigger of clarity that begins to happen. The next step is to digitize the goal that's on paper, into a simple mind-mapping software. Then, go back to the question from the previous podcast: "Why not me?" Getting it out of your head and into paper helps to program your subconscious to focus on the resources you really need to reach the goal.
THE EFFECTIVENESS IS REAL -- JUST ASK LEE! (TRC EPISODE 61)
When you do a dive into MLS looking at how many transactions there were and average sales over the past year in your geographic area, the math of your GCI goal will suddenly start to make sense within your plan. Don't get confused by any complicated goals. If you want to see how this works, go back and listen to Episode 61 for Lee's story. This works!
In this Episode, We’ll Cover: Is It Possible to Triple Your Average Sale?
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➡ Sharing Testimonials With Caution
➡ It Starts With The Manger’s Marketing Plan
➡ The First Step Is Awareness Of Where Money
➡ The Next Step Is The Mindset: Why Not Me
➡It’s Not A Single Medium Or Idea – It’s Patience For Process
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Subscribe to the podcast! 🎙
-
➡ iTunes: https://apple.co/2CkWYB8
➡ Spotify: https://spoti.fi/2pVPPQj
-
Episode link
➡ Web: http://bit.ly/trc-podcast
========
SHARING TESTIMONIALS WITH CAUTION
I really hate hyperbole in this business. It seems like everybody lies about their gross commission or how many transactions they have. It's better to be real. This is why you never see me sharing crazy, over-the-top testimonials. When I do share testimonial successes, I do it with some caution. With that in mind, is it possible to triple your average sale?
IT STARTS WITH THE MANAGER'S MARKETING PLAN
One of my mastermind members did, in fact, triple his average sale price. The process starts with the manager's marketing plan. The manager's perspective is key. You have to plan out your marketing - where will you do it and who are you marketing to? Sit still and plan this!
THE FIRST STEP IS AWARENESS OF WHERE MONEY IS
The next step in the plan is to go into the MLS and look at the average sales price last year in your preferred marketing area. You're paying for MLS and it's loaded with useful statistics to figure these things out. Sales prices in my mastermind member's preferred area were more than double the sales prices in the area he was currently targeting. It took just a simple exercise to figure that out.
THE NEXT STEP IS MINDSET: WHY NOT ME?
A lot of realtors talk themselves out of marketing to the luxury market because they don't have experience with "those rich people." Here's the dirty little secret about rich people: They're people. Just people, like everyone else! There are difficult people to deal with in every segment of real estate -- because they're all people. Change your mindset to target a more luxurious market of customers. Ask yourself the question, "Why not me?" Why shouldn't you be that agent? What's holding you back?
IT'S NOT A SINGLE MEDIUM OR IDEA: IT'S PATIENCE FOR PROCESS!
My mastermind client tripled his sale price using the steps outlined in this podcast, so yes -- it is absolutely possible. It is not about a single postcard, medium or idea. It's the process -- and having the guts and patience to stick to that process.
Learn more at http://therealtyclassroom.com/trc061