Full transcript
0:00So, you sold 50 houses your first
0:02calendar year. Yeah. And now you have
0:04agents on your team who are averaging 50
0:06house sales or 50 home sales in their
0:09first year.
0:10>> right.
0:10>> Okay. So, I want to unpack on this
0:12episode how my belief, and I think you
0:15you would agree, any new agent can sell
0:1750 houses in their first 12 months. Do
0:20you agree? Yeah, not only can they, they
0:22should. It's not hard. It's incredibly
0:24simple. Okay. Well, that's great. That's
0:26what people on this episode are going to
0:28want to find out.
0:29>> Yeah. So, let's unpack this. Let's get
0:31really, really nitty-gritty.
0:32>> Yep. Um because I want the takeaway to
0:35be that whether or not they're in
0:37coaching or not, right? Like you were in
0:39coaching when you started, now you're
0:40coaching your agents.
0:41>> That's right.
0:42>> Whether or not they're a coaching client
0:43of mine or they're a agent on your team,
0:45that they can watch this episode and at
0:47least get started towards producing at
0:49this level. Yeah.
0:50>> Cool? Tactical. Tactical. Let's go. All
0:52right. You are Mr. Tactics. So, let's do
0:54it. All right. So, where do we start?
0:56Let's Let's Let's first understand I'm
0:58going to kick this off and talk about
1:01>> Hey, really quick and we'll get right
1:02back to the video. But if you're
1:03watching this and you're a real estate
1:05agent who either A is worried about
1:07where you're going to get your next deal
1:08from or B you're sick and tired or
1:11stressed out riding the ups and downs of
1:14the commission roller coaster, I want to
1:16invite you to join me at my next live
1:18workshop. I'm going to teach you how to
1:20consistently get clients every single
1:23month without having to go out there and
1:25buy leads, without having to post on
1:28social media, and without being the
1:30annoying realtor who is begging your
1:33friends and family for referrals. So, if
1:36you want to save your seat, I'm doing
1:38this in the next few days, I'll put a
1:39link in the description. So, a couple
1:42things on mindset. My belief is that
1:43we're put on this earth to do great
1:45things. Yeah. And what we accomplish
1:48comes down to a simple, simple
1:50principle, and I call it the pain
1:52pendulum. And actually one of my
1:54mentors, Darren Hardy, taught this to
1:56me. Yeah.
1:56>> And the pain pendulum, the concept of it
1:58is very, very simple to understand. And
2:00that is that when we look at a pendulum
2:02that swings back and forth,
2:03>> Yep. most people live in this comfort
2:06zone. Mhm. A little bit of pain, so they
2:09can only experience the equal on its
2:11opposite of pleasure. Yeah. Right? And
2:14so, by pain, giving the audience
2:15context, I mean waking up early, doing
2:18difficult things, whether that be, you
2:20know, making phone calls, lead
2:22follow-up, making content, working out,
2:25eating great. You know. That's what I
2:27mean by pain. Yeah. People can only
2:29handle a little bit of that.
2:31>> Mhm. And so, naturally, they only get to
2:33experience a little bit of the upside.
2:35Mhm. So, my belief when it comes to a
2:37mindset is understanding what is my pain
2:41tolerance.
2:41>> Yeah. And that will directly impact the
2:44type of results that I can produce.
2:47Yeah. You agree? Agreed. You and I
2:49talked about this.
2:50>> Yeah. You know, when you and I first
2:52started working together,
2:53>> Yeah. it was we talked a lot about pain.
2:56Mhm. You know? And so, what's your
2:58understanding of that and how somebody
3:01can strengthen their their pain
3:03tolerance so that they're able to do
3:05more because it's a process of becoming.
3:07Yeah.
3:08Absolutely. Here's how I think of it,
3:10and I think through our our
3:11conversations throughout the years, this
3:13is how you've seen it as well. Everyone
3:15starts with a baseline capacity.
3:17>> Yeah. Fair? Yeah.
3:18>> Right? Everyone starts with the capacity
3:19of someone who could sell 10 homes a
3:21year. And only through pain and
3:23suffering can someone elevate that lid.
3:26Yeah. Right? So, let's let's say for
3:27example, we've got this handy dandy
3:28drink here. Uh we're not sponsored, but
3:30could be interested.
3:30>> Yeah. Um someone's capacity is to here.
3:33Well, the way that they get a bigger
3:34capacity is through more pain. So,
3:36here's an example. What is something
3:37that's really painful, but also moves
3:39the needle? Prospecting.
3:40>> That's right.
3:41>> Right? So, when people enter our world,
3:42our goal is how do we get them from this
3:44baseline capacity to stretch it through
3:47the roof That's right.
3:48>> as possible. So true.
3:50>> And I want to force-feed what most
3:51agents do in 5, 10, 15 years
3:54production-wise. I want to force-feed
3:56that to them. Yeah. In the first few
3:58months, so that when they enter the
4:00playing field and they come to play ball
4:01with us, they've got the experience of
4:05prospecting or lead generating as
4:07someone who's been in it a decade. Yeah,
4:09we we're literally talking about
4:10expanding somebody's potential. That's
4:12right. Because, you know, people get
4:15into this business, they don't
4:16understand that it is sales and it is
4:18sales.
4:18>> Yeah. Um and so they start off with a
4:21fear of the phone. Yeah.
4:23>> Fear of prospecting. And so they wait
4:25for business.
4:26>> And it goes back to mindset.
4:27>> goes back to mindset.
4:28>> Yeah. And so uh that makes a lot of
4:30sense. So, we have to understand first
4:32and foremost if we're going to become
4:34the type of person
4:36>> Mhm.
4:37that is disciplined, Yeah. that is that
4:39has the character traits Yep. to sell 50
4:41houses, it all starts with building an
4:43unshakable mindset.
4:45>> That's right.
4:45>> Because everybody wants the tactics and
4:47the strategies, but my belief is if they
4:50don't have the mindset,
4:51>> Yeah.
4:51>> they won't do the tactics.
4:52>> Yeah. And everybody is searching,
4:54watching podcasts like this. Give me the
4:56nuggets. Give me the nuggets. Give me
4:57the nuggets. But until they have the
4:59mindset, they won't do the thing. No.
5:01And so, let's now get into the tactical
5:04things, giving the audience the context
5:06and the foundation that we first must
5:09become a better version of ourselves so
5:11that we can do the things that we're
5:12about to talk about.
5:13>> That's right. Okay. So, let's let's talk
5:16about the thing that I think most agents
5:18struggle with, which is lead generation.
5:19>> Yeah. There There really is only six
5:21ways to get business. Yep. Right? There
5:23is um
5:25paid outbound. Mhm. Right? So, this is
5:28buying leads and reaching out to those
5:30people. Yeah. There's paid inbound. This
5:33would be like uh direct mail marketing,
5:35radio, TVs, billboards, right? You're
5:37investing money to get people to reach
5:39out to you. Yeah.
5:41>> There is your sphere of influence, past
5:42clients, people that you know,
5:43affiliates, referral partners, etc. Yep.
5:45There is unpaid inbound. This is making
5:48content, you know, uh doing email
5:49marketing, creating content, getting
5:51people to call you. And then lastly,
5:53number six is unpaid outbound. Yep.
5:55>> Now,
5:56the problem is when people get into this
5:58business, they think it's going to come
6:00to them. Like working at a bank, you
6:02know, you go to a bank and people just
6:03walk in the bank and say, "Oh, I want to
6:04open an account today." Doesn't work
6:06like that. This is a direct outbound
6:09sales business.
6:11>> That's it. And so when it comes to lead
6:12generation, you have to focus on direct
6:16outbound.
6:16>> Yeah. In the beginning. Yeah. Especially
6:18in your first year if you're going to
6:19sell 50 houses. Absolutely.
6:21>> Because all of the other methods, the
6:23other five that I just mentioned, it's
6:25not that they don't work. It's not that
6:27they're not effective. It's not that
6:28they're not efficient.
6:29>> Yeah. It's just that A, they are very
6:31expensive which most which most agents
6:33don't have Yeah. and they take forever
6:36to make work. Yeah. Fair? And that's the
6:38biggest problem to your point. It's the
6:39the sales cycle of that so much longer.
6:42Yeah. Oh, exactly right.
6:43>> And and you're prolonging the ability to
6:45create that ceiling. Yeah. And then when
6:46it does come, you're not going to have
6:48often times the skill set or ability to
6:50sell and make it, you know, make it
6:52worthwhile. That's exactly right. Like
6:53like as an example and then we'll get
6:55even more tactical. But when when people
6:57say, you know, build a personal brand,
6:59you know, go go to content. Yep. The
7:01people in our industry of real estate
7:02sales would tell you themselves that
7:05they were doing it for a year before
7:07they started actually getting leads from
7:08it.
7:09>> Yeah. You know, and and I've had a lot
7:11of them on the podcast. You can go watch
7:12episodes. Shannon Gillette being one of
7:14them. She probably gets more business
7:16from YouTube and Instagram than any
7:17other agent in the country. And on this
7:19same podcast
7:21>> Yeah. out of her own mouth, she said, "I
7:23had to do it for a year before I sold
7:25one house from the content."
7:26>> Yeah. Crazy. Crazy. Most agents don't
7:29have a year before they make their first
7:30dollar. So,
7:32first takeaway is of the six ways to
7:35generate leads is to go direct outbound.
7:38>> That's right. All right. So, now, let's
7:40unpack that a little bit. What and you
7:43and I might see this a little bit
7:43differently, which is totally fine.
7:45Yeah. Um what sources of business,
7:48right? We have middle, top, uh
7:51uh and bottom of funnel. And so, walk us
7:54through from your perspective, what do
7:55you do with agents on your team to get
7:57them to produce? You know, you had one
7:58agent that what? Took 17 listings in a
8:00month and a half, 2 months?
8:01>> Yeah. So, talk to me. What what lead
8:03sources should they focus on? Yeah, so
8:05here and here's the I'm going to give
8:06you methodology first, right? Uh because
8:08I I think we may differ a little bit.
8:10So, the goal of this is again, I want to
8:12force-feed the pain, okay? With things
8:15that are going to move the needle. Yeah.
8:17So, I want us to compress as much as we
8:20can in that first little bit, because
8:21that's paramount, right? That's the
8:23experience, that's the education, that's
8:24the reps that really matter and really
8:26count. So, for me, I choose bottom of
8:28funnel. Sure. We are going to have the
8:30hardest leads, cancel, expired listings,
8:33right? Those are listings that agents
8:34tried to sell and for whatever reason
8:36they failed. Uh and then we've also got
8:38for sale by owners, which are also
8:40hand-raisers, but they're saying we
8:42don't want an agent. Yeah. Right?
8:43Whether it's commission, contract, or
8:45something else. So, I have had a lot of
8:48success training other people on our
8:49team and even now this new launch of
8:52people we're training, and it's all
8:53targeted on those first. Yeah. And that
8:56may go against the grain a little bit
8:57and while it takes a little bit longer
8:59to get momentum with them, the thing and
9:01the reason why we do that is because
9:03once you do get momentum, everything
9:05else is easy. Yeah. No, we actually see
9:07that exactly the same.
9:08>> Okay, great.
9:10Um you know, they the you should
9:12absolutely start with bottom of funnel.
9:14>> Yeah. The whole goal with bottom of
9:15funnel, the reason why you would get
9:17your head kicked in going after expired,
9:19canceled, withdrawn, for sale by owner
9:20is because of time. Yeah. It has the
9:22quickest turnaround of any sales lead in
9:26the industry.
9:27>> Yeah. And so, the goal, the reason why I
9:29talk about, you know, getting out of the
9:31bottom of funnel and going into blue
9:32oceans and leaving the bloody infested
9:34waters of expires is that you don't
9:36build
9:37career on that forever. Yeah. I can't
9:40tell you how many agents I coach that
9:41have been doing this for 15 years that
9:43are still having to cold call expired
9:45listings. But it's a great way to start
9:48to
9:48generate cash flow. See, when I coach an
9:51agent Asher nowadays, we build out their
9:53prospecting business model. And the
9:55business model that we create for most
9:57agents is a cash flow model.
9:59>> That's right. And it's all bottom of
10:00funnel. Yeah. Because it has the the the
10:04component of that model is the hardest
10:07part of our industry, which is finding
10:08people that want to sell. Yeah. Right?
10:10That's the hardest part about real
10:12estate. In the insurance business, it's
10:14not hard. Why? Because anybody who owns
10:16a home or a house, you can literally go
10:18up to them. It's easy. So simple.
10:20Mortgage business, anybody with a
10:21mortgage you can have a conversation
10:22about refinancing. Real estate, people
10:24move every 7 to 10 years.
10:26>> Yeah. That's the hardest part about lead
10:28generation as a real estate agent. So
10:30bottom of funnel solves that. That's
10:33right.
10:33And to your point, this sales cycle is
10:35so much different.
10:36Brandon, there've been so many times
10:38where I have met with an expired listing
10:41for example, we're on the market in 48
10:43hours cuz we get photos, we get
10:45everything done. And then Brandon, we're
10:46closing in 10 days.
10:47>> Yeah. Like 12 days from meeting with
10:50this person, 12 days from calling this
10:51person.
10:52>> paid.
10:52>> I'm getting paid.
10:53>> Yeah, no doubt.
10:54>> And there's no other lead source I would
10:55argue that does it nearly as well as
10:57that that lead source does, but it's
10:59also the hardest and the most painful,
11:01which is why in our industry People
11:03avoid it.
11:04>> Yeah. They don't want the
11:05>> People don't want it. So so this is a
11:06matter this this episode is for the
11:08person who wants it.
11:09>> That's right.
11:10>> 50 sales in your first year. Yeah. Okay.
11:12So we've established that you and I
11:15agree they need to spend all of their
11:16time mastering bottom of funnel business
11:18first, right? And so let's talk about
11:22the next piece is where do you find the
11:24data? And so we're talking about
11:26new expired listings, we're talking
11:28about old expired listings, we're
11:31talking about canceled, we're talking
11:32about early birds, right? So
11:35>> we'll talk about that in a second. And
11:36then for sale by owners. So where do you
11:39recommend that they get the the data?
11:41Yeah, so for sale by owners is pretty
11:43simple. You've got Zillow, the numbers
11:45on there. Now obviously, you know,
11:46cross-reference it with your tax records
11:49and make sure it's there. But now cancel
11:50expired, we're going to want to go a
11:52little bit beefier on that, especially
11:54with the volume of it that you're going
11:55to get. You're going to get more than
11:56your Fizbos often times, right? So I go
11:59Vulcan 7. Sure. Great, very
12:01user-friendly. You can either skip trace
12:04a couple at a time or with skip trace
12:06again, you pull their phone number and
12:08name based on the address associated and
12:10it's super simple. They've even got a
12:11built-in dialer. Yeah. Very simple.
12:13Okay, so they're going to go to Vulcan
12:157. We'll put a link in that description
12:16for people that want it. Okay. Now, how
12:19in which should do you believe or how do
12:21you do it on your on your team? What is
12:23the method of the cold outreach? Are
12:24they calling, knocking the door, sending
12:26a text message, DMing them on Instagram,
12:28etc. What are they doing to reach out to
12:30these people? Yes. Yes, all of it. So
12:33what we do, our process is this. We
12:35always start with the phone. Sure.
12:36Right, so we're going to double dial
12:38as soon as we can, right? So 8:00 a.m.
12:40that's the legal limit where we live,
12:41check your own. At 8:00 a.m. they're
12:43getting two calls from us back-to-back.
12:44So if they don't answer the first, right
12:46back into the second and then it's a
12:47voicemail. Okay. Right, so we leave a
12:49voicemail and then we send them a text
12:51and it's a mix of a video text, right?
12:53Make it as personalized as possible
12:56and not pushy. And then we also go to
12:58some socials. Now we follow and interact
12:59there and that's all within the first 5
13:01minutes. Amazing. Right?
13:03>> Yeah. Okay, so let's talk about that
13:06first conversation. Yeah. Let's help the
13:09agents navigate this first conversation
13:11>> Yeah. so that they can turn that
13:14conversation into an opportunity. Yeah.
13:16Now really there's not that much that
13:17can happen from the conversation, right?
13:19Number one, they can be an appointment.
13:22Yep. We'll talk about that first and
13:25foremost, that'll kind of be like our
13:26the path that we want.
13:27>> Yeah. Okay? If they it's not a a listing
13:30appointment, they could be a lead. Yep.
13:32Right? Or
13:33we can disposition that lead and say
13:36that there's no opportunity. Yeah. All
13:37of which is fine. No opportunity because
13:40they're going to relist it with an old
13:41agent, they have no motivation, etc.
13:43Sure. Okay. So, let's let's go down path
13:45number one. And this is the perfect
13:47path. It doesn't happen like this often.
13:49I would say even with bottom of funnel,
13:51your first call conversion to listing
13:54appointment is probably still 10, 12,
13:5715%.
13:58>> Sure. Something like that? Sure. That
14:0085, 90% of even bottom of funnel still
14:03comes out of lead follow-up.
14:04>> Yeah. Is that fair? Yeah. Do you see it
14:05differently?
14:05>> Let's start now. No, I think I think
14:07that's that's spot-on, especially first
14:09year. Okay. So, let's let's help the the
14:12audience navigate
14:14uh this a little bit. And when we when
14:16it comes to scripts and dialogues,
14:17again, people they can just go in the
14:19description, download my script book,
14:20it's totally free.
14:21>> there. And it'll walk them through
14:22exactly what we're about to do. Yeah.
14:24So, I think the the nerves when they
14:27pick up the phone they're they're going
14:28to make this call comes from, okay,
14:30well, what am I going to say? What if
14:31they get mad at me? All this different
14:32stuff. Yeah. We approach this, you and
14:35I, from the standpoint of respecting the
14:37person's autonomy Mhm. in that we
14:40approach the conversation by giving them
14:43choice
14:44Yeah. to verbalize whether or not they
14:47want to have the conversation. Yeah. And
14:49by getting permission lowers
14:52defensiveness.
14:53>> Yeah. You agree? Agreed. So, what are
14:55you teaching your agents and what are
14:56you saying as soon as uh the person or
14:59the prospect picks up the phone? So,
15:00let's just role-play it Yeah, sure.
15:02>> hear it. So, ring ring ring, hello. Uh
15:03yeah, hello, Brandon. Yeah, this is him.
15:05Hey, Brandon, this is Ashworth. Listen,
15:07I'm actually a realtor. Before you hang
15:08up, just had a a quick question about
15:10the home for sale. Would that be okay?
15:11Sure, sure. Okay, great. So, let's stop
15:14right there. So far, intro, it's great.
15:16>> Sure. Okay. So, now um the reason again
15:18why that works is because like most
15:21other agents, they're trying to force
15:22the conversation. That's right. Right?
15:24They get right into it. Hey, it's Billy
15:26Bob with Billy Bob's real estate. I'm
15:27calling because I saw your saw your
15:29house come off the market. I was trying
15:30to see if you're open to And it's like,
15:31what what That's why Yeah. most people
15:34don't like calling expired listings.
15:36That's why they get upset. And that's
15:38why they get objections right away. You
15:39sound just like everybody else. Yep. And
15:41they make a couple of those and then
15:42they get scared away.
15:43>> That's right. And so, when you approach
15:45this from a permission-based sales
15:47approach, like we're talking about, you
15:50are instantly differen- differentiating
15:51yourself.
15:52>> That's right. In order to be perceived
15:54different, you must first be perceived
15:56to be uh better. You must be perceived
15:58to be different. Right?
15:59>> Okay. The person says yes, I'm open to
16:01having this conversation. Where do you
16:03take that expired conversation next?
16:05Yes. And now I'm still the whole lens is
16:07curiosity. Yeah. Right? So, I'd say
16:09something like, got it. Hey, listen, I
16:11saw that it came off the market.
16:12Brandon, I I figured that's probably cuz
16:14you sold it, but I just couldn't tell
16:15for sure. Did Did you guys sell it? Love
16:18it. So,
16:19and they say, no, no, it came off the
16:21market. You know, we're uh
16:23we're just going to you know, I don't
16:24know what we're going to do right now.
16:25Huh. Okay, interesting. And I guess I'm
16:28a little bit shocked just cuz homes like
16:29yours typically sell pretty quick. I I
16:31guess I'm just curious, Brandon, when
16:32your agent was calling you each week and
16:34and giving you feedback and strategy, I
16:35mean, what did they say was holding it
16:37back from selling? Well,
16:39yeah, I mean, we didn't get much
16:40feedback. I mean, that was part of the
16:41problem. Huh. Okay. And listen, I've got
16:44to ask, then I go into motivation.
16:45Great.
16:45>> Right? A lot of people they'll bite on
16:46that bait. Don't you do it.
16:48>> That's right.
16:48>> Uh we're trying to identify an
16:50opportunity and a pain point. That's all
16:51the second section of the call is,
16:53right? Support autonomy, gain permission
16:55to talk. Now we're going to identify
16:56pain. I love it. So, let's get into it.
16:58Keep going. Yep. Keep preaching,
16:59brother. Yeah. Train them up. And now
17:01now we're going motivation. Okay. Right?
17:03So, then I'd say something like, now
17:04when they opened up on the pain there,
17:06hey, listen, I I'm just curious because
17:08that home is a great home. You've got a
17:09big pool in the back. It's really one of
17:11the biggest pools there, and a lot of
17:12people are looking for something like
17:14that. I mean,
17:15what's even got you guys considering
17:16selling in the first place? Yeah, I mean
17:18we do love it here, but you know, it was
17:20just too much house to to handle and uh
17:23at this point we're just looking to
17:24downsize, get something you know, easier
17:26to take care of. Yeah, okay. And easier
17:28to take care of, is that less square
17:30footage or less acreage or something
17:31else?
17:32>> Bo- both. I mean, yeah, getting the pool
17:34number one is is too much to handle. My
17:36wife and I, kids are gone. I see.
17:37>> So, it doesn't get used. Um and so we're
17:39just trying to simplify life. Okay. And
17:41were you guys looking to simplify and
17:42get something a little smaller local or
17:44or possibly relocating altogether? Yeah,
17:46no, we're staying local. Okay, got it.
17:48And I guess if you guys did get an offer
17:50with price and and terms you guys were
17:52happy with or more, did did you already
17:53have something picked out or do you need
17:55a little bit more time to find it? Well,
17:57that's the other thing. Yeah, I mean
17:58it's it just seems like, you know,
18:00uh there hasn't been a lot on the market
18:02for us to choose from and so it's like
18:04if we do find something, where do we go?
18:06I mean, that these are all questions.
18:07This is why like I told you before, we
18:08just don't know what we're going to do
18:09yet. Yeah, no, that makes a lot of
18:10sense. Okay. Well, I guess, you know,
18:12hypothetically, Brandon, if let's say
18:14you did get an offer with price and
18:16terms you loved or or more, right? And
18:18you did have a next spot to be and it
18:20was something that you guys genuinely
18:22believed was the right spot, is that is
18:23that even still an option or or you guys
18:25just totally out on that?
18:27No, no, it absolutely would be. I mean,
18:29that's that was why we had the house on
18:30the market.
18:31>> Yeah. Yeah, okay. Well, hey, listen, and
18:33I've got a meeting. I'm I'm going to let
18:34you go here in a sec, but before I do,
18:35do you mind if I make a recommendation?
18:37>> Sure, no, go for it.
18:37>> Okay, and and obviously, Brandon, it's
18:39totally up to you, but let's just
18:41pretend for a minute that that you and
18:42your wife invited me out. And when I was
18:44there, I shared with you guys a
18:45completely different strategy, not not
18:47only about selling your home, but how
18:49we're finding homes off market
18:51that our clients are downsizing into.
18:53And listen, if it was something that you
18:54guys genuinely believed and told me,
18:56"Ash, this is the best home ever. We've
18:58got to sell to get into it." If I could
19:00show you that plan, is there any reason
19:01why you guys wouldn't invite me over and
19:03and listen, just to explore that a bit
19:05further?
19:06No, no, I think we'd be open to
19:07something like that. Cool. Well, listen,
19:09why don't we do this? Really, it's no
19:10problem. I'm just looking here at my
19:11calendar. Um afternoons or evenings best
19:14for you guys typically? Boom, and you
19:15set the appointment.
19:16>> That's right.
19:16>> Nice job.
19:17>> Yeah. All right, so there's a full role
19:18play of what the conversation Simple.
19:20>> with a It is simple, right? You just got
19:22to follow the framework. Now, let's
19:24let's not get too too ahead of ourselves
19:25cuz I want this to be tactical. How many
19:29conversations like with agents on your
19:31team that are producing at this level,
19:33how many of those should they have per
19:35day? Well, it depends on how many
19:36contacts per day. Yeah, well, that's
19:37what I'm saying. How many contacts per
19:38day? Yeah, uh 50. 50. Okay, so that's
19:41the goal. The goal cuz you and I both
19:42know is the number of conversations you
19:44have daily typically ends up being the
19:45number of homes you sell annually.
19:46That's right.
19:47>> So, if you want to sell 50 houses, you
19:48need to have 50 contacts per day. Spot
19:50on. Okay. They have 50 of those
19:51conversations. What if, you know,
19:53there's a lot of objections like, "Well,
19:54I don't have that many expireds in my
19:56market." Uh you know, that whole thing,
19:58right? So, what what would you tell an
20:00agent?
20:00>> Uh yeah, I guess I'd really be curious
20:02to know how many they're actually
20:03speaking with out of the ones that are,
20:05but great. Hey, have you called all the
20:06old ones too over the last few years
20:07that haven't sold?
20:08>> Exactly.
20:09>> Oh, you haven't? Great.
20:10>> Call those. Exactly. So, the other
20:11takeaway is if they they go to Vulcan 7,
20:14uh it's not just getting new expireds.
20:16>> No. Tell them, "I want the expireds for
20:17the last 5 years."
20:18>> That's right. And there's thousands.
20:19It's super, yeah. Super right there.
20:22Okay. So, as you So, so that's like
20:24best-case scenario, right? If they're
20:25not ready to meet just yet, um
20:28then we would generate a lead, right?
20:31They they say, "I can't meet you or
20:32don't want to meet you." Whatever they
20:33say, um
20:35what does it sound like so that the
20:37agent is
20:39putting the right leads into their
20:40database cuz here's the problem, right?
20:42In coaching over 6,000 agents, here's
20:44the biggest problem. After I get them to
20:46start making these calls,
20:48uh they start having decent
20:49conversations once they master their
20:50scripts and dialogues, yeah.
20:52And then they when they don't set an
20:55appointment on the first call, which is
20:57again probably 80 to 90% something like
20:58that.
20:59>> Sure.
21:00And they have to follow up with this
21:01person, you know, all hell breaks loose,
21:03you know? There's there's It's crazy.
21:05It's crazy, right? And and the number
21:07one thing that I hear from people is,
21:09you know, I can never get this person
21:10back on the phone. And that is because
21:12what, you know, we talk about all the
21:13time,
21:14happy ears.
21:15>> That's right. Right? It's because
21:17more times than not, they are lost in
21:20mutual mystification. Mhm. In that what
21:23the prospect is saying is not true
21:26interest. Yeah. It's the prospect's
21:28script stronger than the salesperson's
21:31script.
21:31>> That's right. And it's the it's the it's
21:33the prospect who knows, if I say, if I
21:36lead them on and lead that I show them
21:38I'm a little bit interested in Yeah. uh
21:40interested in the in this, Yeah. I can
21:42get them off the phone. Yep. So, they
21:43say things like, "Send me an email."
21:46Yeah. They say things like, you know,
21:47"Follow up with me in a few months."
21:48Yeah.
21:49>> They get them off the phone, not because
21:50they have real interest. Mhm. But the
21:52amateur or the new realtor takes that
21:54and says, "Wow, I've got a hot one
21:56here." Yeah. So, that was your problem
21:58in the beginning, too.
21:58>> gosh, yeah. So, what do we do to make
22:00sure that agents aren't doing what we
22:02call lead stuffing? Yeah, there's two
22:04things that I think are really pivotal
22:06or pivotal at the end of that
22:07conversation. Number one is, when they
22:09say, "Hey, call me in a month." or what
22:11whatever that may be, Yeah. right? Or
22:13the email. Then the the response should
22:16be, yeah, sure, Brandon, hey, listen,
22:17I'm I'm happy to send that to you. Can I
22:19ask you something about that before I do
22:20though? Please. Yeah.
22:22Because I don't want to waste your time
22:23or mine. It sounds like at this point
22:25though, if I sent that email, you'd
22:27probably just trash it. You're you're
22:28not even going to look at it. Is that
22:29fair? Right. You go for no. Yeah, go for
22:31no.
22:31>> You force the brain to correct you.
22:34Yeah. And you're either A, calling out
22:38fake interest and allowing people to be
22:41honest with you. That's right. That's
22:43what's happening. What's happening is
22:45because you know, through failure, that
22:49it it makes no sense to force people
22:51into your database who are never going
22:53to actually do business with you or even
22:55meet with you. That's right.
22:56>> So, instead of following up for months
22:57and months and months and months, just
22:59to find out later, "Listen, no, we
23:00listed that with somebody else. Yeah.
23:01We're disqualifying
23:03up front. 100%.
23:05>> And so we say things to your point.
23:07Well, Mr. Prospect, uh when you when you
23:09say send me an email, typically, not
23:11always, but but typically people tell me
23:14to send them an email not because
23:15they're generally interested, but it's a
23:17way for you to get off the phone. And
23:19listen, if this is not a priority or you
23:21have no genuine interest in ever meeting
23:23with somebody like me, you can tell me.
23:25That's right.
23:26>> It's totally fine.
23:27>> It's totally fine. We invite the no.
23:30Yeah.
23:30>> We make it safe for prospects to tell us
23:31no so that they're comfortable telling
23:33us the truth. And the funny thing is
23:35what I've found, and I'm sure you have
23:36too, when we do that,
23:38it's really just the fact that they end
23:40up respecting you even more.
23:42>> Exactly right.
23:43>> Cuz they're like, "Wow, he's Again, to
23:45be better you have to be different.
23:46Right?" So he's different. And in doing
23:48that, then they author, "No, no, I'm
23:50okay with that." And then go a step
23:51deeper. "Okay, hey, and when I do send
23:53you an email, when would it make sense
23:55for us to connect again?" Okay, great.
23:57"Hey, why is that? What's important
23:58about that?"
23:59>> Yeah. And now when we follow up, a lot
24:01of people go, "Ash, I don't know how to
24:02follow up. What I don't know what to
24:03do."
24:03>> So true. Well, the solution is make sure
24:05you understand what's important about
24:07the next follow-up touchpoint. "Hey, my
24:09daughter's graduating high school." When
24:11you call them, "Hey, last time we spoke
24:13you said your daughter was graduating.
24:14Did Did it go through? All good? Right?"
24:16"Okay, cool. Hey, are you guys still
24:17looking at offers potentially?" And it's
24:19super simple.
24:20>> It's super simple. Yeah. And the key
24:21thing though that I want to make sure
24:22the audience doesn't miss is you ask the
24:25prospect when and if it makes sense to
24:27talk again. You didn't force it.
24:29>> No. Cuz most agents, when they have a
24:31what they think is a decent
24:33conversation, they say, "Okay, no
24:34worries. Well, well, thanks for your
24:35time, John, and and I'll follow up with
24:37you in a few months."
24:38>> Sure. And the prospect not because
24:40they're genuinely interested, yeah.
24:42>> Yeah. But it's it's passive agreement
24:44where there's like, "Okay, sounds good."
24:46Yeah. And they mistake, again, it's
24:47mutual mystification. It's happy ears.
24:49>> Yeah. It's when they say, "Okay, sounds
24:51good," they mistake that as, "Oh, that's
24:53genuine interest." Mhm. not. So we
24:56cannot We can only be invited. We can't
24:58force our way in. Yeah. So, we have to
25:00ask the prospect, "Does it make sense
25:02for us to revisit this?" Yes, it does.
25:04Great. When would it make sense for us
25:06to have our next conversation?
25:07>> Yep. We get the prospect to verbalize
25:09Yeah. when we are going to do the next
25:11part of the process.
25:11>> Yeah. And then why that time frame? And
25:13why that time frame? Yeah. Because we
25:15know that people, more times than not,
25:17>> Mhm. have a higher likelihood to comply
25:20with what they say versus what we say.
25:22>> Exactly. I love it. Okay.
25:24>> Spot on. So,
25:26now, let's talk about um
25:28So, they're doing 50 contacts a day.
25:30They're working bottom-of-funnel. Uh
25:32let's touch on the for-sale-by-owner for
25:33a second before we move on. Yeah. Um
25:36what have you found helpful in
25:37generating leads and appointments in the
25:40for-sale-by-owner uh conversation? So,
25:41there's two strategies, right? You've
25:43got the preview appointment strategy,
25:45and then you've got the
25:46>> Totally. the genuine listing
25:48opportunity. Um we just go for the
25:50listing opportunity strategy. And and
25:52what that doesn't mean, Brandon, is
25:53Yeah. that doesn't mean we're trying to
25:55sign it then. What we're trying to do is
25:57identify what are their next steps if in
25:59the off chance, which won't happen,
26:00>> Yeah. uh it doesn't sell.
26:02>> Sure. Right? So, then we get them to
26:04author, "Well, we actually don't know."
26:05Or, "Hey, we know Sally Sue, but we
26:07didn't sign anything." Okay. Well, now
26:08we position as a backup. And the
26:10critical piece there
26:12is the follow-up cadence A. Yeah. And B
26:14is getting them to like we just talked
26:16about, author the next step and why that
26:18next step's important, and then figure
26:20out what's valuable along the way so
26:22that we're not just calling to check in,
26:23right? Everyone hates that.
26:24>> That's right.
26:25>> Yeah. But we're actually calling with
26:26genuine value throughout the process
26:29>> Yeah. so that when it doesn't sell, if
26:31it doesn't sell, they come back to us
26:33and go, "Hey, you've been really helpful
26:34along the path. You offered a lot of
26:36resources and tools, and you were
26:38different,
26:38>> Yeah. better.
26:40Can we have a conversation about that?"
26:41That's right. So, so that was really
26:43good. I mean, you just threw a lot out
26:44there, you know.
26:46>> Walk us through We don't have to
26:48role-play the whole Fizbo script,
26:49>> Sure. but how How you turn the
26:50conversation from We talked about the
26:52intro already? We we open up the
26:53conversation we use the pattern
26:54interrupt we get the permission. Yeah.
26:55Uh they have motivation they tell you
26:57why they're selling when they're selling
26:57etc. etc. Yeah. How do you how do we
26:59turn that into an opportunity? Yeah, I
27:02think one of the biggest things that I
27:04end up asking them every time just to
27:06understand, hey listen Brandon not not
27:08cuz I'm trying to sell you on using a
27:09realtor actually think it's great that
27:10you're not on the front end. I mean why
27:12why use one if you can sell it on your
27:13own? Sure.
27:15But in the event you guys don't sell it
27:18are you just totally against the idea of
27:19a realtor? Oh no, we're not okay. Hey
27:21well, if you don't mind me asking what
27:22caused you to maybe go on your own on
27:23the front end?
27:24Right? Well, we want to save money.
27:26Got it. Okay, and in in your minds what
27:29did that look like here? Right so now
27:30I'm just diving into it with them.
27:32>> Yeah. Cuz it's an objection. Exactly
27:34right.
27:34>> It's an unanswered question.
27:35>> That's right. So now we're just we're
27:36walking through a path and often times
27:38it's funny how when we do that path walk
27:40through together, they start to
27:41explaining themselves, okay, it's really
27:43just about X.
27:44Okay. Well, I'm listen and Brandon this
27:46probably doesn't make sense obviously
27:48you'll tell me but I'm guessing if I
27:49were to ask you right now if you'd be
27:51open to another strategy where you can
27:52actually net more money even working
27:55with someone like myself, you'd probably
27:56just laugh and tell me you wouldn't even
27:58entertain a check for more money. Is
27:59that right? I'd love it. And again
28:01>> Same thing. The the technique is is is
28:04getting away from traditional sales
28:05methodology which is going for the yes.
28:07Yeah. And we go for the no. Yeah. We
28:10actually invite the no which triggers
28:12the part of the brain that is a it's a
28:14reflex response to correcting someone.
28:18>> That's right. And that's the magical
28:20thing around disqualification by going
28:23for no. Yeah. It's because the prospect
28:26isn't thinking. Mhm. It's not an
28:28intellectual response. It's a reflex
28:31response.
28:31>> That's right.
28:32>> So when we say things to uh the way that
28:34we form formulate these these language
28:36patterns, it's we use the if then uh
28:39framework but then we offer something we
28:42know that they would want and push it
28:44away. Yeah. So you know, I get the
28:46feeling that even if you know, and I
28:48know this is a long shot, but even if
28:50somehow magically you invited me over
28:51and I put something in front of you, a
28:53strategy that you were like
28:55"Wow, I'm I've never seen this before."
28:57And you believed that hiring me would do
29:00two things, sell the house and actually
29:02put more money in your pocket than
29:03selling on your own,
29:04>> Yeah. it wouldn't matter. I mean, at
29:05this point it's just it's just not an
29:07option. Would that be fair? Yeah. And
29:08the prospect says, Well, hold on. Bang.
29:11Hold on. I didn't know that. I didn't
29:12say that.
29:13>> What do you mean?
29:14>> That's right.
29:14>> And now you're like, okay. It's it's the
29:16judo flip, right?
29:17>> Exactly right.
29:17>> And jujitsu and all these different
29:19wrestling things, the push first is
29:20pull. And then once they start coming
29:22back to you, then it's like, oh, bingo.
29:25>> We got something. Yeah. Because what
29:27traditional sales methodology teaches is
29:29would you be interested in? Yeah. And no
29:31one No one's interested in that.
29:33>> No, the reflex is going to be no.
29:35>> Yeah. So, there's two reflex responses
29:37that are happening. This is a super
29:38super tactical takeaway for anyone
29:40watching. I mean, this is super
29:42high-level sales training.
29:43Um
29:44and hopefully people are getting that.
29:45Okay.
29:46So, we talked about for sale by owner,
29:47we talked about the expired cancel
29:49conversation. We talked about lead
29:50follow-up. Now, we got to talk about how
29:52how does this new agent in their first
29:54year go and compete with with guys like
29:56you and me at a listing appointment and
29:57actually win? Yeah. So, you know, they
30:00set the appointment. You know, let's
30:01talk about what do they have to do when
30:03they set an appointment first to set
30:05themselves up to to win the appointment.
30:07>> Yeah. I mean, the biggest thing is just
30:09now that you've set it, what happens
30:11between setting and meeting? Yeah,
30:13because why? Because that's either going
30:14to make or break trust. Well, well,
30:16that, but you you know, uh it's the set
30:17to met. Yeah. Well, yeah, exactly right.
30:19>> Because what happens is there's people
30:21go through these different evolutions,
30:23right? They have a fear of making the
30:24calls, then they get over that. Then
30:26they make the calls, but they they suck
30:28at them, right? Then they get decent at
30:30them and they start generating leads,
30:31but they get no appointments, etc. etc.
30:33Then they start setting appointments,
30:34Asher, that never happened. They all
30:36cancel or no-show. So, what you're
30:38talking about we're talking about now
30:39from a practical standpoint is how do we
30:42increase the number of appointments that
30:43we set where they actually come to
30:45fruition? That's exactly right.
30:46>> Okay, so give me some tactics I'll get
30:48and I'll and I'll share some tactics as
30:49well. Yeah, so immediately upon
30:51generating that lead and setting that
30:53appointment, now is where you've got to
30:55send everything over. So, we do a record
30:57a video. We pick up our cell phone and
30:59just selfie style. Hey Brandon, great
31:01chatting with you. Looking forward to
31:02meet whatever you Absolutely I got you.
31:04Then I'll send them a text with my
31:05contact card. Okay. That way they've got
31:07my information.
31:07>> Yep. And then I'll send them a calendar
31:09invitation. Right? We're professionals.
31:11We send it out so they know what's
31:12happening. Then I send them an email.
31:14Yeah. With my resume. All the
31:16information pertinent to whether it's a
31:17Fizbo, expired, whatever that may be.
31:19Whatever that presentation is, I just
31:20send it over. Yeah. That way they've got
31:22it. Then morning of, let's say it's the
31:24next day appointment, I'll send them an
31:25agenda. Just so they've got clarity,
31:26right? Cuz anxiety comes from a lack of
31:28knowledge.
31:29>> That's right.
31:29>> solve that on the front end. And then
31:31we're calling and confirming. Love it.
31:32>> And then if it's someone we really want,
31:34they're also getting some Crumbl Cookie.
31:36Yeah. That's so good. Right after we get
31:37off phone, Crumbl delivers in like 45
31:39minutes. Hey, you can put a note on it.
31:41Hey, Brandon, great talking with you.
31:42Look forward to meeting with you
31:43tomorrow. Here's a sweet treat in the
31:45meantime. Yeah, I love it.
31:46>> Simple. The only thing I'm going to add
31:48is the
31:50because again, in order to be perceived
31:52to be better, you must first be
31:53different.
31:53>> That's right.
31:54>> And so, we're going to do all of that.
31:55>> Yeah. Plus, I'm going to make the
31:56recommendation of the pre-listing
31:57packet.
31:58>> Mhm, yeah.
31:59>> Will you grab one out of there? We can
32:00actually show the audience.
32:01>> Absolutely. Yeah, so straight ahead,
32:03yeah. Just open that up. There should be
32:04a bunch of them right on top.
32:06Yeah, so grab one of those. So, so Astra
32:08has this. He's going to show to the
32:10audience in a second. But
32:12we we there's this concept called, you
32:15know, a video sales letter. Yeah. And
32:17it's a it's a video marketing strategy
32:19designed for somebody to consume it
32:21prior to a sales conversation Yep. to do
32:24the heavy lifting. Mhm. Right? And so,
32:26in that video we talk about different
32:27pain points and how we solve pain
32:29points, case studies, third-party
32:30stories, etc. Yep. So, we deliver this
32:32upon our other things. It looks just
32:34like that. Open this up. If you open
32:36that up, it plays the video
32:38automatically.
32:39And so, that's the other thing that we
32:42send Yeah.
32:43before the appointment because the goal
32:47is to pre-sell
32:49the appointment.
32:50>> That's right.
32:50>> So that when we walk into the
32:51appointment, we've already done things
32:53that our competitors have not done.
32:55Yeah. And so, it makes the presentation
32:57a lot easier because you've already
32:59increased the perception. That's right.
33:01>> So now we talked about that. Now now
33:02you're going to the appointment,
33:04>> Yep. right? Uh my belief, I don't care
33:07what market you're in. I don't care if
33:08you're in San Diego, New York,
33:10Tennessee, Michigan, doesn't matter. My
33:12belief is that you go in a suit and tie.
33:15Why? Because first impressions There's
33:17too much research that to back up the
33:19fact that there's too much downside
33:22Yeah. to not. You know, because the
33:23pushback I get Ash all the time is like,
33:25"Well, you know, that's that's kind of,
33:28you know, in my market we don't do that
33:29or I live in Florida and it's hot or
33:31whatever." Exactly. Yeah. My Yeah,
33:34exactly. We need to separate ourselves.
33:36Yeah. But here's my question I say to
33:38those people.
33:39So are you telling me when you go see an
33:40attorney that they have flip-flops and
33:42shorts and a backwards hat?
33:44>> Yeah. No. Then no market do they do
33:47that. Do they show up in court like
33:48that? Or when you go see your doctor, do
33:51you show up and they have the baseball
33:52hat and how these realtors want to
33:54dress? Yeah. Your opinion on attire and
33:56how to show up to appointment? Yeah,
33:58exactly right. First impressions are
33:59critical and when I'm asking questions
34:02with especially people that are newer,
34:03well, listen, if they're competing with
34:05someone like you or I, every inch
34:07matters, right? So at the end of the
34:09day, my question to them is, "Hey look,
34:12is that going to help her or her?"
34:13Right. "Well, I mean, I guess it could
34:15only help." Okay, then do you want to do
34:17things that can only help or do you want
34:19to position yourself as someone who's
34:20going to roll the dice? Yeah, it's too
34:22risky.
34:22>> Cuz if you're that good at sales, great.
34:24You do it. Yeah. If they don't have a
34:25downside and there's only upside, you do
34:27them. Absolutely.
34:28>> Right. Especially your first few years.
34:30>> Exactly right.
34:30>> earn the right later on, cool. But this
34:33is critical. Like you've got to get
34:34every edge that you can. That's right.
34:36So, as we talk about the listing
34:38appointment, right? This is probably the
34:39biggest area that when I coach an agent
34:41that I work on, because it doesn't
34:43matter how you get there, it matters
34:45what happens when you get there. And to
34:47be fair, most of the time the decisions
34:50are made before you even open your
34:51mouth. Yeah. Um based on confidence, who
34:55really is owning the frame, right? Who
34:58has the authority within side of the the
35:00conversation. Yeah. And typically, that
35:02is the person who's the most detached
35:04from the outcome.
35:04>> That's right. Right? And in order to be
35:05detached from the outcome, you must be
35:07confident in what you're going to do.
35:08That's right.
35:09>> So, let's just give them a framework
35:10perhaps that they can work from
35:12on this appointment. All right? So, I'm
35:14going to break this down. I'm going to
35:15start us off. So, the other
35:17misconception within inside sales that
35:20screws up new realtors is this idea that
35:23the closing process happens at the end.
35:25Mhm.
35:26>> That you go to a sales conversation,
35:29you do a dog and pony show, Yeah. and at
35:31the end there's like this big crescendo.
35:33Like this big, you know, magic trick.
35:35>> that knocks it out of the park.
35:37>> The line, you know? Give me the closing
35:39line. And it's like, well, dude, you are
35:42a consumer as well.
35:43>> Yeah. You know and you can feel when
35:45that pitch is coming at the end. And
35:47that's what elicits think it overs. Yep.
35:50And so I always challenge agents, if you
35:52are getting think it overs, it's because
35:53you're closing in the wrong place.
35:55That's right. So, we
35:58I when I coach an agent and and how I
35:59taught you and how you're teaching your
36:01agents is to close at the beginning Mhm.
36:03of the presentation. So, walk them
36:05through what we mean by that. Yeah, so
36:08the first thing is we want to remove any
36:10I need to think it over objection. So,
36:11we're very clear on our intentions. Like
36:13even sometimes going in, it's just hey,
36:16I'm really excited to walk through the
36:17home, excited to see what you guys got
36:19going on and hear a little bit more
36:20about that. Hey, can I just be really
36:22honest with us up front? Sure. Cool.
36:24Hey, look, I'm not everybody's cup of
36:25tea. Obviously, Brandon, you're going to
36:26tell me at the end of this whether we're
36:28the right fit or not but I've got to ask
36:30your permission for something. Sure,
36:31what's that?
36:31>> Hey, if we get to the end of this and
36:33for whatever reason I'm just not
36:34confident that I'm the right fit
36:36am I going to hurt your feelings if I
36:37tell you that? No, no, I want you to be
36:40up front with us. Great and hey, if we
36:41get to the end of this and you guys just
36:43aren't 100% confident that I'm the right
36:45guy for the job and you're not confident
36:47I can get your home sold, you're going
36:48to have no problem telling me tonight,
36:49right?
36:50>> Absolutely, yeah, it'll be clear. Cool.
36:52So is it fair to say we're probably
36:53going to know tonight whether or not
36:54we're working together? Sure. Cool. Why
36:56don't we take a look at the home?
36:57Beautiful and now you've already
36:58separated yourself because what what
37:00have we done? We've lowered the anxiety
37:02from the prospect that I don't have to
37:04worry about this person trying to hard
37:06sell me.
37:07>> Also the unknown. The unknown. You just
37:09gave me the opportunity to tell you no.
37:11Sales people won't do that. You know
37:13what I mean? Yeah.
37:15It allows them to just relax. Yeah. Just
37:19relax, it's okay. If if we if it's not a
37:21good fit tonight, it's okay. It don't
37:23matter. It's amazing and this allows
37:25when we make prospects relax, they tell
37:28us the truth.
37:29They lower their guard. Yep. Okay, so we
37:31do that, we have them show us the home.
37:33Um, anything you want to mention about
37:35that home tour? Yeah, so really that's
37:37you know, stage one in my mind and I'm
37:40just re-solidifying a couple key things
37:42and I call it ammunition. Yeah. Right?
37:43Cuz I'm going to need this throughout
37:44the process to serve them well. So I'm
37:46asking hey, you know, about the time
37:48frame. We're getting their motivation
37:49doubled down on. I'm understanding
37:51what's important to them. I'm
37:52understanding hey, if it's multiple
37:53interview hey, what I mean Brandon,
37:55you're you're interviewing five great
37:57agents, how are you going to decide the
37:58right fit is? So I'm getting everything
38:00that I need so that when I go to the
38:02table, I understand how to position
38:04myself as the obvious choice if I can
38:06even serve them in the first place,
38:08right? Cuz sometimes you meet with
38:09people and their pricing is $4 million
38:11over price and it's just like that. So
38:13I'm pre-qualifying on my end to see
38:15okay, is this even someone that I'm
38:16willing to work with based on their
38:18motivation, their timing
38:20do they have common sense, right?
38:21There's there's a couple things there.
38:23And that's what that is. Yeah. In In
38:24other words, and this is such a hard
38:26thing for new agents, but they have to
38:28do this if they're going to produce at a
38:29high level, and that is that
38:31you have to go to listing appointments
38:32with the mindset
38:34that you are the person interviewing
38:36them. Yeah.
38:37Because if you look at what is more
38:40rare, there's only one of me, there's
38:42only one of you. There's plenty of
38:44opportunities to get listings.
38:45Absolutely.
38:46>> need that listing. Especially if you
38:49prospect a lot.
38:50>> Yeah. And if you can detach your need
38:52and your desperation for money, Yeah.
38:55and you can communicate in a way where
38:57the seller feels that you don't need
38:59anything from them, Yeah. the likelihood
39:00that they give you the listing increases
39:02dramatically. Through the roof.
39:04>> Versus going there with commission
39:06breath and telling them everything you
39:08think they want to hear, but it comes
39:10across in a way where you can't be
39:12trusted. Cuz it's like this guy's a
39:14shyster. Yeah. Right? And so that's a
39:16that's a really important point for
39:18agents to to realize. It's like
39:19>> Yep. You need to go there, and you need
39:21to test their motivation. Do you want
39:23the listing? Yeah. Right? They're going
39:26to if if, you know, and I always ask
39:27agents, if if you get the listing, are
39:29you going to do a good job? They always
39:30say, "Yeah, I'm going to do a great
39:31job." Okay, great. So, who has
39:35more at stake here? Yeah. And so we
39:37always always want to be picky and
39:39choosy. Yeah. Now, that's hard for the
39:41agent that doesn't prospect.
39:42>> That's right.
39:43>> If an agent goes on one listing
39:44presentation in their first 90 days,
39:46Yeah.
39:46>> I mean, they'll do anything to win it.
39:47Discount it, take it over price, give
39:49foot rubs at every showing, etc.
39:50>> That's right. Whatever they need to do
39:51to win the listing.
39:52>> Yeah. Okay. So, you go through the home
39:54tour, you you do some discovery. Uh we
39:56sit down at the kitchen table. What
39:58happens next?
39:58>> Now, we're going to set the agenda.
39:59>> Yeah. Cuz again, clarity removes
40:01anxiety.
40:01>> Yeah, that's right.
40:02>> Okay? So, I'm letting them know exactly,
40:03"Hey, here's what I had in mind for our
40:05time together. Here's what typically
40:06people want to appreciate and walk
40:07through together. Uh number one, want to
40:09talk about marketing and strategy.
40:11Obviously, Brandon, every agent does
40:13something a little different. Otherwise,
40:14we'd all have have same results."
40:16Totally agree.
40:16>> And we don't. So, do you mind if I share
40:17with you what that looks like? So good.
40:19>> Cool. Hey, number two, we're going to
40:20look at pricing and positioning. Because
40:22if there was a way that we could
40:23position your home differently and use
40:25some strategy that we've used all year
40:27long that's caused a substantially
40:30better result and would cause you to net
40:31more, would that be okay with you?
40:33That'd be great.
40:33>> Great. So, hey, we're going to walk
40:34through exactly what that looks like.
40:36And then listen, at the end of that,
40:37we'll make sure that we're on the same
40:38page of timing and what next steps could
40:40be. And then we can decide if we're the
40:42right fit or not. And if not, totally
40:43fine. Is that fair? Beautiful. Totally
40:45fair. Yeah. Great. Super good. And so,
40:47we set the agenda, they're clear, we
40:49lower anxiety cuz they know what to
40:50expect. It's really, really good.
40:52Um then
40:54we get into what I call the pricing
40:55presentation, right? We get into this
40:58this idea which we're not going to
40:59unpack completely on this episode, but
41:01we we walk them through uh
41:03a very, very compelling pricing strategy
41:06that most people when I teach it to
41:07them, they're like, this is the thing
41:08that wins me the listing, right? And and
41:10and we do that by helping the seller
41:13discover for themselves how to price and
41:16position their own home. Absolutely.
41:17We're we're we're essentially teaching
41:19them using the Socratic method of of
41:22asking these questions that help them to
41:24again uncover for themselves how to
41:27price their property based on analyzing
41:29the competition. It's easy. It's really,
41:31really simple.
41:32>> Yeah. Right? And so, um
41:34what do you do though? I am curious
41:36because a lot of new agents always ask
41:37me this. Sure. What do you do when
41:40you've got a seller who says, I get it,
41:41it's clear, I understand, but they still
41:43want to overprice it?
41:44Yes, there are I think there's a couple
41:45different options and it's really
41:47dependent on motivation at that point.
41:48>> Yeah. Right? So, let's say that someone
41:50says, hey, I've got to be at my new job
41:52in 60 days in Tampa, but I I've got a I
41:55I can't live if I don't start at
41:57400,000. I know it's worth 360
42:00or whatever. Uh 375. Well, then my
42:03recommendation is, hey, what if we did
42:05this? Remember the biggest problem that
42:07we can interact with together? It's the
42:09time on market. So, we're bringing it
42:11back to the days on market piece of it.
42:13And then what I say is, "Hey, what if
42:14there was a world in which, Brandon, we
42:16could both try that price without
42:18hurting our days on market?" Mm.
42:21Can I share what that looks like?
42:22>> great. Great. So, what we'll do is, why
42:23don't we go ahead and get all the
42:24marketing, let's go in, why don't I soft
42:26launch it to a bunch of different people
42:27we work with, brokers and their buyers
42:29at 400, let's get the market feedback
42:31cuz again, at the end of the day, who
42:32decides the price a home sells for?
42:34>> The buyer. The buyer, right? So, why
42:36don't we get that feedback cuz the
42:37market and the buyer, that's the same.
42:40Totally.
42:40>> And then if you feel confident based on
42:42all that feedback that you want to still
42:44start there, then we can have a
42:45conversation on if we're a good fit to
42:46work together. But then if the market
42:48does suggest that maybe we need to be at
42:49375,
42:51what do you think we need to do at that
42:52point?
42:53>> Yeah, that makes sense. Yeah. Yeah.
42:54Cool. So, why don't we do that? Let's
42:55give it 10 days, I'll soft launch it
42:56before we go live, and then we can go to
42:58market based on whatever the market
42:59says. Fair enough? Love it. Cool. It's
43:01great. It's amazing. So, so we we walk
43:04through the presentation, right? And
43:05then, you know, service delivery, right?
43:07It's it's, you know, acquisition we
43:09talked about, you know, the sales
43:10process, the conversion process. Now
43:12you've got this client.
43:13>> Yeah. You know, and now I got to get I
43:14got to bring this thing to market and
43:15I've got to get this thing sold. You
43:17know, give us a high-level, you know, uh
43:20tactical, you know, how to get a
43:22property sold and how we service the
43:24seller. Here's one of the biggest
43:26things, right? And I'll ask you because
43:28you're going to know just as well as I
43:29do. When you talk to any canceled
43:31expired, what is the biggest pain point?
43:33>> No updates. No communication. I didn't
43:35know what was going on. That's right.
43:36Exactly. So, we've got a communication
43:38sheet,
43:39>> Yeah. right? That I bring in and we you
43:41know, and I tell the sellers, "Hey,
43:42look, anxiety comes from lack of
43:43knowledge and lack of understanding.
43:45Sounds like the last experience, what
43:47did that look like for Well, it was
43:48terrible. We didn't know what was going
43:49on." Cool. Hey, that's exactly why on
43:51the front end I like to
43:53future date all of our communication
43:55touch points. Not to say you can't call
43:56me and reach out, but at the end of the
43:58day, our clients really appreciate just
43:59having a cadence and knowing. Mind if we
44:01do that together?
44:02>> That'd be great.
44:02>> Great. Hey, so a lot of our clients like
44:05some kind of touch point via phone call.
44:07Would you prefer weekly or bi-weekly?
44:09Yeah. And then based on days on market
44:11is depending on the frequency.
44:12>> Yeah. Right? So if it's within 30 days,
44:14we'll probably go weekly. Yeah. Great.
44:16And then hey, within 24 to 48 hours,
44:18you're going to know feedback every
44:19time.
44:20And Brandon, can I tell you what we're
44:21going to know every time?
44:22>> Sure. Hey, what did they think of the
44:23condition and updates compared
44:25everything else they're saying? Yeah.
44:26What did they think of the price? And
44:28Brandon, here's my favorite thing. What
44:30would it take for them to write an
44:31offer?
44:32And you're going to know that every
44:33time. And once we know that, what do you
44:34think that's going to do for us after we
44:35get that three four maybe five times?
44:38Yeah, and you get the seller to to to
44:39discover for themselves exactly what
44:41they have to do. That's right. And then
44:42hey, in addition to that, we're going to
44:44do a really big analytical update
44:46together before we hit the 30 days on
44:48market expectation so that we can be
44:50proactive not reactive, right? You're
44:51okay with that?
44:51>> Totally. Great. And what we're going to
44:53do is I'm going to build a custom update
44:55for you that shows you what are the
44:57general market trends, what are the
44:59specific market trends with comps,
45:01what's selling, what's not, why are
45:03these selling, why are these not. I'll
45:05audit that. I'll show you everything
45:07that our process has done and what
45:09that's yielded. And we'll recap all the
45:11feedback, the market data. And then at
45:12that point, the good news is Brandon,
45:14once we start working together, there's
45:16going to be no lack of clarity on if
45:18your home's not sold, why that is. And
45:20then you can decide if you're willing to
45:21do what the market's willing to do. I
45:22love it.
45:23>> Does that sound reasonable? Makes great.
45:24Makes sense. Cool.
45:26It's amazing. So, we just laid out this
45:28plan. What else is there that you feel
45:30like we're missing in order to get an
45:32agent to produce 50 transactions in
45:34their first year? The biggest thing is
45:37again, it's incredibly simple. It's
45:39hard. It's a lot of hard work. Like
45:41you're force-feeding hard work.
45:42>> Absolutely. But it genuinely is a
45:44contact sport. This is just reps. Yeah.
45:47And I think that a lot of people and and
45:50we've even witnessed this on our team.
45:51Like some people have a tendency to want
45:53to overcomplicate it.
45:54>> Sure. And they want to get really too
45:56granular. Yeah. They want to get too
45:57shiny. They want to hey, maybe I need
45:59this business. I didn't have business
46:00cards till like three years in the
46:02business. Yeah, doesn't matter. So, my
46:04encouragement to people is
46:06reps, reps, reps. That's it. Let's get
46:10in the trenches, and once you've been on
46:1250, 75, 100 appointments, then we can
46:15fine-tune I love it. It It makes so much
46:17sense. It's like agents will look for
46:19any excuse to not do the contacts and
46:21and think, "Well, well, what about this?
46:23And well, what about that? And and and
46:24is it Vulcan or Mojo? And then what
46:26about that?" It's like, "Dude, none of
46:27it doesn't matter. Do the calls. Calls.
46:3050 contacts a day Yeah. is the only
46:33thing that matters.
46:34>> That's right.
46:34>> If an agent does that, everything else
46:36will take care of itself. And that's
46:38exactly what we preach on our team.
46:39Yeah.
46:40>> Right? As we're building and scaling our
46:41team and our agents, that's exactly what
46:43they're doing. And Brandon, that's why
46:44in the first month, month and a half,
46:46I've got agents that are taking 17
46:48listings, having never been in real
46:50estate, having never been in sales.
46:53But it's just a bulletproof process.