Transcription
So, you sold 50 houses your first calendar year.
Yeah.
And now you have agents on your team who are averaging 50 house sales or 50 home sales in their first year.
That's right.
Okay. So, I want to unpack on this episode how my belief and I think you you would agree any new agent can sell 50 houses in their first 12 months. Do you agree?
Yeah. Not only can they, they should.
Yeah.
It's not hard. It's incredibly simple.
Okay. Well, that's great. That's what people on this episode are going to want to find out.
Yeah.
So, let's unpack this. Let's get really nitty-gritty.
I want the takeaway to be that whether or not they're in coaching or not, right? Like you were in coaching when you started. Now, you're coaching your agents.
That's right.
Whether or not they're a coaching client of mine or they're an agent on your team that they can watch this episode and at least get started towards producing at this level.
Yeah. Cool.
Tactical.
Tactical. Let's go.
All right. You are Mr. Tactics. So, let's do it. All right. So, where do we start? Let's let's let's first understand uh I'm going to kick this off and talk about hey really quick and we'll get right back to the video. But if you're watching this and you're a real estate agent who either A is worried about where you're going to get your next deal from or B you're sick and tired or stressed out riding the ups and downs of the commission roller coaster. I want to invite you to join me at my next live workshop. I'm going to teach you how to consistently get clients every single month, without having to go out there and buy leads, without having to post on social media and without being the annoying realtor who is begging your friends and family for referrals. So, if you want to save your seat, I'm doing this in the next few days. I'll put a link in the description.
So, a couple things on mindset. My belief is that we're put on this earth to do great things.
Yeah.
And what we accomplish comes down to a simple simple principle and I call it the pain pendulum. And actually one of my mentors Darren Hardy taught this to me.
Yeah.
And the pain pendulum the concept of it is very very simple to understand. And that is that when we look at a pendulum that swings back and forth.
Most people live in this comfort zone. A little bit of pain. So they can only experience the equal on its opposite of pleasure.
Yeah.
Right. And so by pain, giving the audience context, I mean waking up early, doing difficult things, whether that be, you know, making phone calls, lead followup, making content, working out, eating great, you know, that's what I mean by pain.
People can only handle a little bit of that.
And so naturally, they only get to experience a little bit of the upside.
So my belief when it comes to a mindset is understanding what is my pain tolerance.
Yeah.
And that will directly impact the type of results that I can produce.
Yeah.
You agree?
Agreed.
You and I talked about this.
Yeah.
You know, when you uh and I first started working together,
Yeah.
it was we talked a lot about pain,
you know, and so what's your understanding of that and how somebody can strengthen their their pain tolerance so that they're able to do more because it's a process of becoming.
Yeah. Absolutely. Here's how I think of it and I think through our our conversations throughout the years, this is how you've seen it as well. Everyone starts with a baseline capacity.
Yeah.
Fair.
Yeah. Right. Everyone starts with the capacity of someone who could sell 10 homes a year.
And only through pain and suffering
can someone elevate that lid.
Yeah.
Right. So let's let's say for example, we've got this handy dandy drink here. We're not sponsored, but could be and should.
Yeah.
Um someone's capacity is to hear.
Well, the way that they get a bigger capacity is through more pain. So here's an example. What is something that's really painful but also moves the needle? Prospecting.
That's right.
Right. So, when people enter our world, our goal is how do we get them from this baseline capacity to stretch it through the roof.
That's right.
As fast as possible.
So true.
And I want to force feed what most agents do in 5, 10, 15 years production wise. I want to force feed that to them.
Yeah.
in the first few months so that when they enter the playing field and they come to play ball with us, they've got the experience of prospecting or lead generating as someone that has been in it a decade.
Yeah. We we are literally talking about expanding somebody's potential.
That's right.
Because you know, people get into this business, they don't understand that it is sales and it is sales.
Um and so they start off with a fear of the phone,
fear of prospecting, and so they wait for business. And it goes back to mindset.
And it goes back to mindset. And so, uh, that makes a lot of sense. So, we have to understand first and foremost, if we're going to become the type of person
that is disciplined, that is that has the character traits to sell 50 houses, it all starts with building an unshakable mindset.
That's right.
Because everybody wants the tactics and the strategies, but my belief is if they don't have the mindset, they won't do the tactics.
Yeah.
And everybody is searching watching podcasts like this. Give me the nuggets. Give me the nuggets. Give me the nuggets. But until they have the mindset, they won't do the thing.
No.
And so let's now get into the tactical things, giving the audience the context and the foundation that we first must become a better version of ourselves so that we can do the things that we're about to talk about.
That's right.
Okay. So, let's let's talk about the thing that I think most agents struggle with, which is lead generation.
Yeah.
There there really is only six ways to get business,
right? There is um
paid outbound,
right? So this is buying leads and reaching out to those people.
Yeah.
There's paid inbound. This would be like uh direct mail marketing, radio, TVs, billboards, right? You're investing money to get people to reach out to you.
Yeah.
There is your sphere of influence, past clients, people that you know, affiliates, referral partners, etc.
Yep.
There is unpaid inbound. This is making content, you know, uh doing email marketing, creating content, getting people to call you. And then lastly, number six is unpaid outbound.
Yep.
Now, the problem is when people get into this business, they think it's going to come to them. Like working at a bank, you know, you go to a bank and people just walk in the bank and say, "Oh, I want to open an account today."
Doesn't work like that.
This is a direct outbound sales business.
That's it.
And so, when it comes to lead generation, you have to focus on direct outbound.
Yeah.
in the beginning.
Yeah.
Especially in your first year if you're going to sell 50 houses.
Absolutely.
Because all of the other methods, the other five that I just mentioned, it's not that they don't work. It's not that they're not effective. It's not that they're not efficient. It's just that a they are very expensive,
which mo which most agents don't have.
Yeah.
And they take forever to make work.
Yeah.
Fair.
And that's the biggest problem to your point. It's the the sales cycle of that so much longer.
Yeah. Exactly. Right.
And and you're prolonging the ability to create that ceiling.
Yeah. And then when it does come, you're not gonna have oftentimes a skill set or ability to sell and make it, you know, make it worthwhile.
That's exactly right. Like like as an example, and then we'll get even more tactical, but when when people say, you know, build a personal brand, you know, go go to content.
The people in our industry of real estate sales would tell you themselves that they were doing it for a year before they started actually getting leads from it.
Yeah.
You know, and and I've had a lot of them on the podcast. You can go watch episodes. Shannon Gillette being one of them. She probably gets more business from YouTube and Instagram than any other agent in the country. And on this same podcast,
Yeah.
out of her own mouth, she said, "I had to do it for a year before I sold one house from the content."
Yeah.
Crazy.
Crazy. Most agents don't have a year before they make their first dollar.
That's right.
So, first takeaway is of the six ways to generate leads is to go direct outbound.
That's right.
All right. So, now let's unpack that a little bit. What and you and I might see this a little bit differently which is totally fine.
Yeah.
Um what sources of business right we have middle top uh uh and bottom of funnel.
Yeah.
And so walk us through from your perspective. What do you do with agents on your team to get them to produce? You know, you had one agent that what took 17 listings in a month and a half, two months.
Yeah.
So talk to me what what lead sources should they focus on?
Yeah. So here and here's the I'm going to give you methodology first, right? Uh because I I think we may differ a little bit. So the goal of this is again I want to force feed the pain.
Okay.
With things that are going to move the needle.
Yeah.
So I want us to compress as much as we can in that first little bit because that's paramount, right? That's the experience. That's the education. That's the reps that really matter and really count. So for me, I choose bottom of funnel.
Sure.
We are going to have the hardest leads cancel expired listings, right? Those are listings that agents tried to sell and for whatever reason they failed.
Mh.
Uh, and then we've also got for sale by owners, which are also hand raisers, but they're saying we don't want an agent.
Yeah.
Right. Whether it's commission, contract, or something else. So, I have had a lot of success training other people on our team and even now this new launch of people we're training. And it's all targeted on those first.
Yeah.
And that may go against the grain a little bit. And while it takes a little bit longer to get momentum with them, the thing and the reason why we do that is because once you do get momentum, everything else is easy.
Yeah. No, we actually see that exactly the same.
Okay, great.
Um, you know, they the you should absolutely start with bottom of funnel.
Yeah.
The whole goal with bottom ofunnel, the reason why you would get your head kicked in going after expired, cancel, withdrawn, for sale by is because of time.
Yeah.
It has the quickest turnaround of any sales lead in the industry.
Yeah. And so the goal, the reason why I talk about, you know, getting out of the bottom of funnel and going into blue oceans and leaving the bloody infested waters of expireds is that you don't build your career on that forever.
I can't tell you how many agents I coach that have been doing this for 15 years that are still having to cold call expired listings.
But it's a great way to start.
Yeah.
To generate cash flow. See, when I coach an agent, Asher nowadays, we build out their prospecting business model. And the business model that we create for most agents is a cash flow model.
That's right.
And it's all bottom of funnel.
Yeah.
Because it has the uh the the component of that model is the hardest part of our industry, which is finding people that want to sell.
Yeah.
Right. That's the hardest part about real estate. In the insurance business, it's not hard. Why? Because anybody who owns a home or a house, you can literally go up to.
It's easy.
So simple.
Yeah,
mortgage business, anybody with a mortgage, you can have a conversation about refinancing. Real estate, people move every 7 to 10 years.
That's the hardest part about lead generation as a real estate agent.
So, bottom of funnel solves that.
That's right.
And and to your point, the sales cycle is so much different, Brandon. There have been so many times where I have uh met with an expired listing, for example, we're on the market in 48 hours because we get photos, we get everything done, and then Brandon, we're closing in 10 days.
Yeah.
like 12 days from meeting with this person, 12 days from calling this person, you're getting paid.
I'm getting paid.
Yeah. No doubt.
And there's no other lead source, I would argue, that does it nearly as well as that that lead source does.
But it's also the hardest and the most painful, which is why in our industry, people avoid it.
Yeah.
They don't want the pain. People don't want it.
So, so this is a matter this episode is for the person who wants it.
That's right.
50 sales in their first year.
Yeah.
Okay. So, we've established that uh you and I agree they need to spend all of their time mastering bottom offunnel business first.
Yeah. Right. And so, let's talk about the next piece is where do you find the data? And so, we're talking about um new expired listings, we're talking about old expired listings, we're talking about canceleds, we're talking about early birds.
Y
right. So, uh we'll talk about that in a second. And then for sale by owners.
Yeah.
So, where do you recommend that they get the the data?
Yeah. So for sale by owners is pretty simple. We've got Zillow, the numbers on there. Now obvious, you know, cross reference it with your tax records.
Yeah.
And make sure it's there. But now cancel expireds, we're going to want to go a little bit beefier on that, especially with the volume of it that you're going to get. You're going to get more than your FSBOs often times.
Yeah. Right. So I go Vulcan 7.
Sure.
Great. Very userfriendly. Uh you can either skip trace a couple at a time or which skip trace again, you pull their phone number and name based on the address associated. And it's super simple. They've even got a built-in dialer.
Yeah. Very simple.
Okay. So, they're going to go to Vulcan 7. We'll put a link in that description for people that want it. Okay. Now, how in which should do you believe or how do you do it on your on your team? What is the method of the cold outreach? Are they calling, knocking the door, sending a text message, DMing them on Instagram, etc. What are they doing to reach out to these people?
Yes.
Yes. All of it.
Yeah. So, what we do, our process is this. We always start with the phone.
Sure.
Right. So, we're going to double dial uh as soon as we can, right? So 8 a.m. that's the legal limit where we live. Check your own. But 8 a.m. they're getting two calls from us back to back. So if they don't answer the first, right back into the second and then it's a voicemail.
Okay.
Right. So we leave a voicemail and then we send them a text
and it's a mix of a video text, right? Make it as personalized as possible.
Sure.
Uh and not pushy. And then we also go to some socials. Now we follow and interact there. And that's all within the first five minutes.
Amazing.
Right?
Yeah. Okay. So let's talk about that first conversation.
Yeah. Let's help the agents navigate this first conversation so that they can turn that conversation into an opportunity.
Yeah.
Now, really, there's not that much that can happen from the conversation, right? Number one, they can be an appointment.
Yep.
We'll talk about that uh first and foremost. That'll kind of be like our the path that we want.
Yeah.
Okay. If they it's not a listing appointment, they could be a lead.
Yep.
Right. Or we can disposition that lead and say that there's no opportunity.
Yeah. All of which is fine. No opportunity because they're going to relist with an old agent. They have no motivation, etc.
Sure. Okay. So, let's let's go down path number one. And this is the perfect path. It doesn't happen like this often. I would say even with bottom of funnel, your
first call conversion to listing appointment is probably still 10, 12, 15%.
Sure. Something like that.
That 85 90% of even bottom of funnel still comes out of lead follow-up. Is that fair?
Used
it differently.
Especially starting out. No, I think I think that's that's spot on, especially first year.
Okay. So, let's let's help the the audience navigate uh this a little bit. And when it comes to scripts and dialogues, again, people they can just go in the description, download my script book. It's totally free and it'll walk them through exactly what we're about to do. All right. So, I think the the nerves when they pick up the phone, they're going to make this call comes from, okay, what am I going to say? What if they get mad at me? All this different stuff.
Yeah. We approach this, you and I, from the standpoint of respecting the person's autonomy.
In that we approach the conversation by giving them choice.
Yeah.
To verbalize whether or not they want to have the conversation.
Yeah.
And by getting permission lowers defensiveness.
Yeah.
You agree?
Agreed.
So, what are you teaching your agents and what are you saying as soon as uh the person or the prospect picks up the phone? So, let's just role play it so they can hear it. So, ring ring. Hello.
Uh, yeah. Hello, Brandon.
Yeah, this is Tim.
Hey, Brandon. This is Asher. Listen, I'm actually a realtor and before you hang up, just had a a quick question about the home for sale. Would that be okay?
Sure. Sure. Okay. Great. So, let's stop right there. So far, intro. It's great. Okay. So, now, um, the reason again why that works,
Yeah.
is because like most other agents, they're trying to force the conversation.
Right.
Right. They get right into it. Hey, it's Billy Bob with Billy Bob's Real Estate. I'm calling because I saw saw your house come off the market. I was trying to see if you're open. And it's like, what? That's why
most people don't like calling expired listings. That's why they get upset and that's why they get objections right away. You sound just like everybody else and they make a couple of those and then they get scared away.
That's right.
And so when you approach this from a permissionbased sales approach like we're talking about, you are instantly different differentiating yourself.
That's right.
In order to be perceived different, you must first be perceived to be uh better. You must be perceived to be different.
That's right.
Right. Okay. The person says, "Yes, I'm open to having this conversation." Where do you take that expired conversation next?
Yeah. So, now I'm still The whole lens is curiosity.
Yeah.
Right. So, I'd say something like, "Got it. Hey, listen. I saw that it came off the market, Brandon. I figured that's probably because you sold it, but I just couldn't tell for sure. Did Did you guys sell it?"
Love it. So, and they say, "No, no, it came off the market. You know, we're uh we're just gonna, you know, I don't know what we're gonna do right now."
Huh. Okay. Interesting. And I guess I'm a little bit shocked just cuz homes like yours typically sell pretty quick. I I guess I'm just curious, Brandon, when your agent was calling you each week and and giving you feedback and strategy. I mean, what did they say was holding them back from selling?
Well, yeah. I mean, we didn't get much feedback. I mean, that was part of the problem.
Huh. Okay. And listen, I've got to ask then I go into motivation.
Great.
Right. A lot of people, they'll bite on that bait. Don't you do it.
That's right.
We're trying to identify an opportunity and a pain point. That's all the second section of the call is. Right. Support, autonomy, gain permission to talk. Now we're gonna identify pain.
I love it. So let's get in. Keep going.
Yep.
Keep preaching, brother.
Yeah. Train them up.
And now now we're going motivation.
Okay.
Right. So then I'd say something like now when they opened up on the pain there. Hey, listen. I'm just curious because that home is a great home. You've got a big pool in the back. It's really one of the biggest pools there and a lot of people are looking for something like that. I mean, what's even got you guys considering selling in the first place?
Yeah. I mean, we do love it here, but, you know, it's just too much house to to handle. And, uh, at this point, we're just looking to downsize, get something, you know, easier to take care of.
Yeah. Okay. And easier to take care of. Is that less square footage or less acreage or something else?
Both. Both. I mean, yeah. Getting the pool number one is just too much to handle. My wife and I, kids are gone.
I see.
So, it doesn't get used. Um, and so we're just trying to simplify life.
Yeah. Okay. And were you guys looking to simplify and get something a little smaller local or or possibly relocating all together?
Yeah. No, we're staying local.
Okay, got it. And I guess if you guys did get an offer with price in terms you guys were happy with or more, did did you already have something picked out or do you need a little bit more time to find it?
Well, that's the other thing. Yeah. I mean, it's it just seems like, you know, uh there hasn't been a lot on the market for us to choose from. And so, it's like if we do find something, where do we go? I mean, that these are all questions. This is why, like I told you before, we just don't know what we're going to do yet.
Yeah. No, that makes a lot of sense. Okay. Well, I guess you know, hypothetically, Brandon, if let's say you did get an offer with price terms you loved or or more, right, and you did have a next spot to be and it was something that you guys genuinely believed was the right spot, is that is that even still an option or are you guys just totally out on that?
No. No, it absolutely be I mean that's that was why we had house on the market.
Yeah. Yeah. Okay. Well, hey, listen and I've got a meeting. I'm going to let you go here in a sec, but before I do, do you mind if I make a recommendation?
Sure. No, go for it.
Okay. And and obviously, Brandon, it's totally up to you, but let's just pretend for a minute that that you and your wife invited me out. And when I was there, I shared with you guys a completely different strategy, not not only about selling your home, but how we're finding homes off market that our clients are downsizing into. And listen, if it was something that you guys genuinely believed and told me, Asher, this is the best home ever. We've got to sell to get into it. If I could show you that plan, is there any reason why you guys wouldn't invite me over? And listen, ju just to explore that a bit further.
No. No. No, I think we'd be open for something like that.
Cool. Well, listen, why don't we do this? Really, it's no problem. I'm just looking here at my calendar. Um, afternoons or evening is best for you guys typically?
Boom. And you set the appointment.
That's right. Nice job.
Yeah.
All right. So, there's a full roleplay of what the conversation with a It is simple, right? They just got to follow the framework. Now, let's let's not get too too ahead of ourselves cuz I want this to be tactical. How many
conversations like with agents on your team that are producing at this level? How many of those should they have per day?
Well, it depends on how many contacts per day.
Yeah. Well, that's what I'm saying. How many contacts per day?
Yeah. Uh, 50.
50. Okay. So, that's the goal. The goal, because you and I both know, is the number of conversations you have daily typically ends up being the number of homes you sell annually.
That's right. So, if you want to sell 50 houses, you need to have 50 contacts per day.
Spot on.
Okay. They have 50 of those conversations. What if, you know, there's a lot of objections like, well, I don't have that many expireds in my market. Uh, you know, that whole thing, right? So, what would you tell an agent?
Uh, yeah. I guess I'd really be curious to know how many they're actually speaking with out of the ones that are, but great. Hey, have you called all the old ones, too, over the last couple of years that haven't sold?
Exactly.
Oh, you haven't? Great. Call those.
Exactly. So, the other takeaway is if they if they go to Vulcan 7,
uh it's not just getting new expireds.
No.
Tell them I want the expireds for the last 5 years.
That's right.
And there's thousands.
It's super Yeah. Super right there.
Okay. So, as you So, so that's like best case scenario, right? if they're not ready to meet just yet, um, then we would generate a lead, right? They say, "I can't meet you. I don't want to meet you." Whatever they say,
um, what does it sound like so that the agent is
putting the right leads into their database? Because here's the problem, right? In coaching over 6,000 agents, here's the biggest problem. After I get them to start making these calls,
uh, they start having decent conversations once they master their scripts and dialogues.
Yeah. And then they when they don't set an appointment on the first call, which is again probably 80 to 90% something like that.
Sure.
And they have to follow up with this person, you know, all hell breaks loose. You know, there's crazy.
It's crazy, right? And and the number one thing that I hear from people is, you know, I can never get this person back on the phone. And that is because what, you know, we talk about all the time,
happy years.
That's right.
Right. It's because
more times than not, they are lost in mutual mystification.
M
in that what the prospect is saying is not true interest.
Yeah.
It's the prospect's scripts stronger than the salesperson's scripts.
That's right.
And it's the it's the prospect who knows if I say if I lead them on a that I show them I'm a little bit interested in interested in in this,
I can get them off the phone.
Yep.
So they say things like send me an email. They say things like, you know, follow up with me in a few months.
to get them off the phone. Not because they have real interest,
but the amateur or the new realtor takes that and says, "Wow, I've got a hot one here." So, that was your problem in the beginning, too.
Oh my gosh. Yeah.
So, what do we do to make sure that agents aren't doing what we call lead stuffing?
Yeah. There's two things that I think are really pivotable or pivotal at the end of that conversation. Number one is when they say, "Hey, call me in a month or what whatever that may be, right?" Or the email, then the the response should be, "Yeah, sure, Brandon. Hey, listen. I'm happy to send that to you. Can I ask you something about that before I do though,
please?
Yeah, because I don't want to waste your time or mine. It sounds like at this point though, if I sent that email, you'd probably just trash it. You're not even going to look at it. Is that fair?
Right. You go for no.
Yeah. Go for no.
You force the brain to correct you.
Yeah.
And you are either a calling out fake interest and allowing people to be honest with you.
That's right.
That's what's happening. Yeah.
What's happening is because you know through failure that it it makes no sense to force people into your database who are never going to actually do business with you or even meet with you.
That's right.
So instead of following up for months and months and months and months just to find out later, listen, yeah, we listed that with somebody else.
Yeah.
We're disqualifying upfront
100%.
And so we say things to your point, well Mr. prospect. Uh, when you when you say send me an email, typically, not always, but but typically
people tell me to send them an email, not because they're generally interested, but it's a way for you to get off the phone. And listen, if this is not a priority or you have no genuine interest in ever meeting with somebody like me, you can tell me.
That's right.
It's totally fine. It's totally fine. We invite the no.
We make it safe for prospects to tell us no so that they're comfortable telling us the truth. And the funny thing is what I found and I'm sure you have too when we do that
um, it's really just the fact that they end up respecting you even more.
Exactly. Right.
Because they're like, "Wow, he's again to be better you have to be different."
That's right. Right. So he's different. And in doing that, then they author, "No, no, I'm okay with that." And then go a step deeper. Okay. Hey, and when I do send you an email, when would it make sense for us to connect again? Okay, great. Hey, why is that? What's important about that?
Yeah.
And now when we follow up, a lot of people go, "Actually, I don't know how to follow up. I don't know what to do."
So true.
Well, the solution is make sure you understand what's important about the next follow-up touch point. Hey, my daughter's graduating high school. When you call them, hey, last time we spoke, you said your daughter was graduating. Did it go through? All good, right? Okay, cool. Hey, are you guys still looking at offers potentially? And it's super simple.
It's super simple. Yeah. And the key thing though that I want to make sure the audience doesn't miss is you ask the prospect when and if it makes sense to talk again.
Yeah.
You didn't force it.
No. Because most agents when they have a what they think is a decent conversation, they say, "Okay, no worries. Well, thanks for your time, John, and and I'll follow up with you in a few months."
Sure. And the prospect, not because they're genuinely interested,
but it's it's passive uh agreement where they're like, "Okay, sounds good."
Yeah.
And they mistake, again, it's mutual mystification. It's happy years.
Yeah.
It's when they say, "Okay, sounds good." They mistake that as, "Oh, that's genuine interest." It's not. So, we cannot We can only be invited. We can't force our way in.
Yeah.
So, we have to ask the prospect, does it make sense for us to revisit this? Yes, it does. Great. When would it make sense for us to have our next conversation? We get the prospect to verbalize when we are going to do the next part of the process.
Yeah.
And why that time frame?
And why that time frame? Because we know that people more times than not
have a higher likelihood to comply with what they say versus what we say.
Exactly.
I love it. Okay. Spot on. So now let's talk about um so they're doing 50 contacts a day. They're working bottom of funnel. Uh let's touch on the for sale by owner for a second before we move on.
Yeah.
Um
what have you found helpful in generating leads and appointments in the for sale by owner uh conversation.
So there's two strategies, right? You've got the preview appointment strategy and then you've got the great the genuine listing opportunity. Um, we just go for the listing opportunity strategy. And and what that doesn't mean, Brandon, is that doesn't mean we're trying to sign it. Then what we're trying to do is identify what are their next steps in the off chance, which won't happen.
Yeah.
Uh, it doesn't sell.
Sure.
Right. So then we get them to author. Well, we actually don't know. Or, hey, we know Sally Sue, but we didn't sign anything. Okay. Well, now we position as a backup. And the critical piece there is the follow-up cadence. A.
Yeah. And B, it's getting them to, like we just talked about, author the next step. and why that next step's important and then figure out what's valuable along the way so that we're not just calling to check in. Right. Everyone hates that.
That's right. Yeah. But we're actually calling with genuine value throughout the process. So that when it doesn't sell, if it doesn't sell, they come back to us and go, "Hey, you've been really helpful along the path. You offered a lot of resources and tools and you were different."
Yeah.
Better.
Can we have a conversation about that?
That's right. So So that was really good. I mean, you just threw a lot out there, you know, walk us through. We don't have to role play the whole FSBO script.
Sure. But how do you turn the conversation from We talked about the intro already. We open up the conversation. We use a pattern interrupt. We get the permission.
Yeah. Uh they have motivation, they tell you why they're selling, when they're selling, etc., etc. How do you how do we turn that into an opportunity?
Yeah. I think one of the biggest things that I end up asking them every time just to understand, hey, listen, Brandon, not not because I'm trying to sell you on using a realtor. I actually think it's great that you're not on the front end. I mean, why why use one if you can sell it on your own?
Sure. But in the event you guys don't sell it, are you just totally against the idea of a realtor?
Oh, no, we're not.
Okay. Hey, well, if you don't mind me asking, what caused you to maybe go on your own on the front end?
Right. Well, we want to save money.
Got it. Okay. And in in your minds, what did that look like here?
Right. So, now I'm just diving into it with it.
Yeah. It's an objection.
Exactly. Right.
It's an unanswered question. So, now we're just we're walking through a path. And oftentimes, it's funny how when we do that path walkthrough together, they start to explain to themselves, okay, it's really just about X. Okay. Well, I'm listen and Brandon, this probably doesn't make sense. Obviously, you'll tell me, but I'm guessing if I were to ask you right now if you'd be open to another strategy where you can actually net more money, even working with someone like myself, you'd probably just laugh and tell me you wouldn't even entertain a check for more money. Is that right?
I love it. And again,
same thing
that the technique is is is getting away from traditional sales methodology which is going for the yes.
Yeah.
And we go for the no.
Yeah.
We actually invite the no which triggers the part of the brain that is a it's a reflex response to correcting someone.
That's right.
And that's the magical thing around disqualification by going for no.
Yeah.
It's because the prospect isn't thinking.
There's not an intellectual response. It's a reflex response.
So when we say things to uh the way that we formulate these these language patterns, it's we use the if then framework, but then we offer something we know that they would want and push it away.
Yeah.
So, you know, I get the feeling that even if you know, and I know this is a long shot, but even if somehow magically you invited me over and I put something in front of you, a strategy that you were like, "Wow, I I'm I've never seen this before." and you believed that hiring me would do two things. Sell the house and actually put more money in your pocket than selling on your own.
Yeah.
It wouldn't matter at this point. There's just that's just not an option. Would that be fair?
Yeah.
And the whole bang.
Hold on. I
I didn't say that. I didn't say that.
What do you mean?
That's right.
And now you're like, okay. It's the judo flip.
Exactly. Right. And jiu-jitsu and all these different wrestling things and then once they start coming back to you, then it's like, oh, bingo.
We got something.
Yeah. Because what traditional sales methodology teaches is would you be interested in?
Yeah.
And no one
no one's interested in it.
No. The reflex is going to be no.
So there's two reflex responses that are happening and this is a super super tactical takeaway for anyone watching. I mean this is super high level sales training.
Sure.
Um and hopefully people are getting that. Okay. So we talked about the for sale by we talked about the expired cancel conversation. We talked about lead follow-up. Now, we got to talk about how does this new agent in their first year go and compete with with guys like you and me at a listing appointment and actually win.
Yeah. So, you know, they set the appointment, you know, let's talk about what do they have to do when they set an appointment first?
Yeah.
To set themselves up to to win the appointment.
Yeah. I mean, the biggest thing is just now that you've set it, what happens between setting and meeting?
Yeah. Because why?
Because that's either going to make or break trust.
Well, well, that but you know, uh it's a set to met.
Yeah. Well, yeah. Exactly right. Because what happens is there's people go through these different evolutions, right? They have a fear of making the calls, then they get over that.
Then they make the calls, but they suck at them, right? Then they get decent at them and they start generating leads, but they get no appointments, etc., etc. Then they start setting appointments, Asher, that never happen. Yeah. They all cancel or no show. So what you're talking what we're talking about now from a practical standpoint is how do we increase the number of appointments that we set where they actually come to fruition.
That's exactly right.
Okay. So give me some tactics. I'll get and I'll and I'll share some tactics as well.
Yeah. So immediately upon generating that lead and setting that appointment now is where you've got to send everything over. So we do a a record a video. We pick up our cell phone and just selfie style. Hey Brandon, great chatting with you. Looking forward to meet whatever you know. Then I'll send them a text with my contact card.
That way they've got my information and then I'll send them a calendar invitation. Right. We're professionals. We send it out so they know what's happening. Then I send them an email.
Yeah.
With my resume. all the information pertinent to whether it's a FSBO expire, whatever that may be. Whatever that presentation is, I just send it over.
Yeah.
That way they've got it. Then morning of, let's say it's a next day appointment, I'll send them an agenda just so they've got clarity, right? Because anxiety comes from a lack of knowledge.
That's right. So we solve that on the front end. And then we're calling and confirming.
Love it.
And then if it's someone we really want, they're also getting some crumble cookie.
Yeah. Right. So right after we get off the phone, Crumble delivers in like 45 minutes. Hey, you can put a note on it. Hey Brandon, great talking with you. Look forward to meeting with you tomorrow. Here's a sweet treat in the meantime.
Yeah. I love it.
Simple.
The The only thing I'm going to add is the um because again, in order to be perceived to be better, you you must first be different.
That's right.
And so, we're going to do all of that.
Yeah.
Plus, I'm going to make the recommendation of the pre-listing packet.
Yeah.
Will you grab one out of there? You can actually show the audience.
Absolutely.
Yeah. So, uh straight ahead. Yep. Just open that up. There should be a bunch of them right on top.
Yeah. So, grab one of those. So, so Asher has this. is going to show the audience in a second, but uh we we there's this concept called, you know, a video sales letter.
Yeah.
And it's a it's a video marketing strategy designed for somebody to consume it prior to a sales conversation to do the heavy lifting.
Right. And so in that video, we talk about different pain points and how we solve pain points, case studies, third-party stories, etc. So, we deliver this upon other things. It looks just like that. Open this up. If you open that up, it plays a video automatically.
And so that's the other thing that we send.
Yeah.
Before the appointment because the goal is to pre-ell the appointment.
That's right.
So that when we walk into the appointment, we've already done things that our competitors have not done.
Yeah.
And so it makes the presentation a lot easier because you've already increased the perception.
That's right.
All right. So, now we talked about that. Now, now you're going to the appointment, right? Uh, my belief, I don't care what market you're in. I don't care if you're in San Diego, New York, Tennessee, Michigan, doesn't matter. My belief is that you go in a suit and tie. Why? Because first impressions, there's too much research that to back up the fact that there's too much downside.
Yeah.
To not, you know, because the push back I get Asher all the time is like, well, you know, that's that's kind of, you know, in my market, we don't do that or I live in Florida and it's hot or whatever.
Exactly.
Yeah. My Yeah. Exactly. We need to separate ourselves. But here's my question. I say to those people,
"So, are you telling me when you go see an attorney that they have flip-flops and shorts and a backwards hat?"
Yeah.
No. In no market, do they do that? Do they show up in court like that? Or when you go see your doctor,
do you show up and they have the baseball hat and how these realtors want to dress?
Yeah.
Your opinion on attire and how to show up to appointment?
Yeah, exactly right. First impressions are critical and when I'm asking questions with especially people that are newer where listen if they're competing with someone like you or I every inch matters right so at the end of the day my question to them is hey look is that going to help or hurt
right
well I mean I guess it could only help okay then do you want to do things that can only help or do you want to position yourself as someone who's going to roll the dice
yeah it's too risky
because if you're that good at sales great do it
yeah if they don't have a downside and there's only upside you do them
absolutely especially your first few years.
If you earn the right later on, cool. But this is critical. Like you've got to get every edge that you can.
That's right. So, as we talk about the listing appointment, right, this is probably the biggest area that when I coach an agent that I work on
because it doesn't matter how you get there, it matters what happens when you get there.
And to be fair, most of the time the decisions are made before you even open your mouth.
Yeah.
Um based on confidence, who really is owning the frame, right? who has the authority with inside of the the conversation. And typically that is the person who is the most detached from the outcome.
That's right.
Right. And in order to be detached from the outcome, you must be confident in what you're
going to do.
>> That's right.
>> So let's just give them a framework perhaps that they can work from on this appointment. All right. So I'm going to break this down. I'm going to start us off.
>> So the other misconception with inside sales that screws up new realtors. Yeah.
>> is this idea that the closing process happens at the end. that you go to a sales conversation,
>> you do a dog and pony show
>> and at the end there's like this big crescendo like this big, you know, magic
>> liner that knocks it out of the park,
>> the line, you know, give me the closing line and it's like, well, dude,
>> you are a consumer as well. Yeah.
>> You know, and you can feel when that pitch is coming at the end and that's what elicits think it overs. Y
>> and so I always challenge agents, if you are getting think it overs, it's because you're closing in the wrong place. That's right.
>> So, we I when I coach an agent and and how I taught you and how you're teaching your agents is to close at the beginning
>> of the presentation. So, walk them through what we mean by that.
>> Yeah. So, the the first thing is we want to remove any I need to think it over objections. So, we're very clear on our intentions. Like even sometimes going in it's just hey, I'm really excited to walk through the home, excited to see uh what you guys got going on and hear a little bit more about that. Hey, can I just be really honest with us up front?
>> Sure. Cool. Hey, look. I'm not everybody's cup of tea. Obviously, Brandon, you're going to tell me at the end of this whether we're the right fit or not, but I've got to ask your permission for something.
>> Sure. What's that?
>> Hey, if we get to the end of this and for whatever reason, I'm just not confident that I'm the right fit. Am I going to hurt your feelings if I tell you that?
>> No. No. I I want you to be upfront with us.
>> Great. And hey, if we get to the end of this and you guys just aren't 100% confident that I'm the right guy for the job and you're not confident I get your home sold, you're going to have no problem telling me tonight, right?
>> Absolutely. Yeah. Yeah. It'll be clear.
>> Cool. So, is it fair to say we're probably going to know tonight whether or not we're working together? Sure. Cool. Why don't we take a look at the home?
>> Beautiful. And now you've already separated yourself because what what have we done? We've lowered the anxiety from the prospect that I don't have to worry about this person trying to hard sell me.
>> Also, the unknown.
>> The unknown. You just gave me the opportunity to tell you no. Sales people won't do that.
>> You know what I mean? And so, um, it allows them to just relax.
>> Yeah.
>> Just relax. It's okay. If if if it's not a good fit tonight, it's okay.
>> It don't matter.
>> It's amazing. And this allows when we make prospects relax, they tell us the truth.
>> They lower the guard. Y
>> Okay. So, we do that. We have them show us the home. Y um anything you want to mention about that home tour?
>> Yeah. So, really that that's, you know, stage one in my mind. And I'm just resolidifying a couple key things. And I call it ammunition, right? Because I'm going to need this throughout the process to serve them well. So, I'm asking, hey, you know, about the time frame. We're getting their motivation doubled down on. I'm understanding what's important to them. I'm understanding, hey, if it's multiple interview, hey, what I mean, Brandon, you're you're interviewing five great agents. How are you going to decide the right fit is? So, I'm getting everything that I need so that when I go to the table, I understand how to position myself as the obvious choice, if I can even serve them in the first place, right? Because sometimes you meet with people and their pricing is $4 million over price and it's just right.
>> So I'm pre-qualifying on my end to see, okay, is this even someone that I'm willing to work with based on their motivation, their timing,
>> do they have common sense? Right. There's a couple things there. And that's what that is.
>> Yeah. In in other words, and this is such a hard thing for new agents, but they have to do this if they're going to produce at a high level. And that is that
>> you have to go to listing appointments with the mindset that you are the person interviewing them.
>> Yeah. Because if you look at what is more rare, there's only one of me. There's only one of you. Yeah.
>> There's plenty of opportunities to get listings.
>> Absolutely.
>> You don't need that listing,
>> especially if you prospect a lot.
>> Yeah.
>> And if you can detach your need and your desperation for money.
>> Yeah.
>> And you can uh communicate in a way where the seller feels that you don't need anything from them.
>> The likelihood that they give you the listing increases dramatically,
>> through the roof. versus going there with commission breath and telling them everything you think they want to hear, but it comes across in a way where you can't be trusted
>> cuz it's like this guy's a shy.
>> Yeah.
>> Right. And so that's a that's a really important point for agents to to realize. It's like you need to go there and you need to test their motivation.
>> Do you want the listing?
>> Yeah.
>> Right. They're going to if if you know and I always ask agents, if if you get the listing, are you going to do a good job? They always say, "Yeah, I'm going to do a great job." Okay, great. So, who has uh uh more at stake here?
>> Yeah.
>> And so, we always always want to be picky and choosy. Yeah.
>> Now, that's hard for the agent that doesn't prospect.
>> That's right.
>> If an agent goes on one listing presentation in their first 90 days,
>> I mean, they'll do anything to win it. Discount it, take it over price, get foot rubs at every showing, etc. Whatever they need to do to win the listing.
>> Yeah.
>> Okay. So, you go through the home tour, you you do some discovery. Uh we sit down at the kitchen table. What happens next?
>> Now, we're going to set the agenda. Yeah. Because again, clarity removes anxiety.
>> That's right. Right. So, I'm letting them know exactly, hey, here here's what I had in mind for our time together. Here's what typically people want to appreciate and walk through together. Uh, number one, want to talk about marketing and strategy. Obviously, Brandon, every agent does something a little different. Otherwise, we'd all have the same results.
>> Totally agree.
>> And we don't. So, do you mind if I share with you what that looks like?
>> So, good.
>> Cool. Hey, number two, we're going to look at pricing and positioning because if there was a way that we could position your home differently and use some strategy that we've used all year long that's caused a substantially better result and would cause you to net more, that'd be okay with you.
>> That'd be great.
>> Great. So, hey, we're going to walk through exactly what that looks like. And then listen, at the end of that, we'll make sure that we're on the same page of timing and what next steps could be. And then we can decide if we're the right fit or not. And if not, totally fine. Is that fair?
>> Beautiful. Totally fair.
>> Great. Super good. So, we set the agenda. they're clear. We lower anxiety because they know what to expect. It's really, really good. Um, then
>> we get into what I call the pricing presentation, right? We get into this this idea, which we're not going to unpack completely on this episode, but we we walk them through uh a very very compelling pricing strategy that most people when I teach it to them, they're like, "This is the thing that wins me the listing." Yeah. Right. And and and we do that by helping the seller discover for themselves how to price and position their own home.
>> Absolutely. We we're we're essentially teaching them yeah using the Socratic method of of asking these questions that help them to again uncover for themselves how to price their property based on analyzing the competition.
>> It's easy.
>> It's really really simple. Yeah.
>> Right. And so um
>> what do you do though? I am curious because a lot of new agents always ask me this.
>> Sure.
>> What do you do when you've got a seller who says, "I get it. It's clear. I understand." But they still want to overpric it.
>> Yeah. So, I think there's a couple different options and it's really dependent on motivation at that point. Yeah. Right. So, let's say that someone says, "Hey, I've got to be at my new job in 60 days in Tampa,
>> but I I've got to I I can't live if I don't start at 400,000. I know it's worth 360." Yeah. Or whatever. Uh 375. Well, then my recommendation is, hey, what if we did this? Remember, the biggest problem that we could interact with together, it's the time on market. So, we're bringing it back to the days on market piece of it. And then what I say is, hey, what if there was a world in which Brandon, we could both try that price without hurting our days on market.
>> Can I share what that looks like?
>> That'd be great.
>> Great. So, what we'll do is why don't we go ahead and get all the marketing? Let's go in. Why don't I soft launch it to a bunch of different people we work with, brokers and their buyers at 400. Let's get the market feedback because again, at the end of the day, who decides the price the home sells for?
>> The buyer.
>> The buyer, right? So, why don't we get that feedback because the market and the buyer, that's the same. And then if you feel confident based on all that feedback that you want to still start there, then we can have a conversation on if we're a good fit to work together. But then if the market does suggest that maybe we need to be at 375, what do you think we need to do at that point?
>> Yeah, it makes sense.
>> Yeah. Yeah. Cool. So why don't we do that? Let's give it 10 days. I'll soft launch it before we go live and then we can go to market based on whatever the market says. Fair enough.
>> Love it. Cool.
>> It's great. It's amazing. So So we we walk through the presentation, right? And then you know service delivery, right? It's it's you know acquisition. We talked about, you know, the sales process, the conversion process. Now, you've got this client, you know, and now I got to I got to bring this thing to market and I've got to get this thing sold, you know, give us a high level, you know, uh, tactical, you know, how to get a property sold and how we service the seller.
>> Here's one of the biggest things, right? And I'll ask you because you're going to know just as well as I do. When you talked to Annie, canceled, expired, what is the biggest pain point?
>> No updates, no communication.
>> I didn't know what was going on. Right. Exactly. So, we've got a communication sheet. Yeah. Right. That I bring and we I you know, and I tell the sellers, hey, look, anxiety comes from a lack of knowledge and a lack of understanding. Sounds like the last experience. What did that look like for Well, it was terrible. We didn't know what was going on. Cool. Hey, that's exactly why on the front end, I like to future date all of our communication touch points. Not to say you can't call me and reach out, but at the end of the day, our clients really appreciate just having a cadence and knowing. Mind if we do that together?
>> That'd be great.
>> Great. Hey, so uh a lot of our clients like some kind of touch point via phone call. Uh would you prefer weekly or bi-weekly?
>> Yeah.
>> And then based on days on market is depending on the frequency. Yeah. Right. So if it's within 30 days, we'll probably go weekly.
>> Yeah.
>> Great. And then hey, within uh 24 to 48 hours, you're going to know feedback every time.
>> And Brandon, can I tell you what we're going to know every time?
>> Sure.
>> Hey, what did they think of the condition and updates compared to everything else they're seeing?
>> Yeah.
>> What did they think of the price? And Brandon, here's my favorite thing. What would it take for them to write an offer? And you're going to know that every time. And once we know that, what do you think that's going to do for us after we get that three, four, maybe five times.
>> Yeah. And you get the seller to to discover for themselves exactly what they have to do.
>> That's right. And then, hey, in addition to that, we're going to do a really big analytical update together before we hit the 30 days on market expectation so that we can be proactive, not reactive. Right. You're okay with that?
>> Totally.
>> Great. And what we're going to do is I'm going to build a custom update for you that shows you what are the general market trends, what are the specific market trends with comps, what's selling, what's not, why are these selling, why are these not. I'll audit that. I'll show you everything that our process has done and what that's yielded. And we'll recap all the feedback, the market data, and then at that point, the good news is, Brandon, once we start working together, there's going to be no lack of clarity on if your home's not sold, why that is. And then you can decide if you're willing to do what the market's willing to do.
>> I love it.
>> Does sound reasonable.
>> Makes great. Makes sense.
>> Cool.
>> It's amazing. So, we just laid out this plan. What else is there that you feel like we're missing in order to get an agent to produce 50 transactions in their first year?
>> The biggest thing is, again, it's incredibly simple. It's hard. It's a lot of hard work. Like, you're force-feeding hard work. Absolutely.
>> But it genuinely is a contact sport. This is just reps.
>> Yeah. And I think that a lot of people and and we've even witnessed this on our team like some people have a tendency to want to over complicate it. Sure.
>> And they want to get really too granular. Yeah. They want to get too shiny. They want to hey maybe I need this business. I didn't have business cards till like three years in the business. Doesn't matter. So my encouragement to people is
>> reps. Reps reps. That's it. Yeah.
>> Let's get in the trenches and once you've been on 50, 75, 100 appointments, then we can fine-tune.
>> I love it. It it makes so much sense. It's like agents will look for any excuse to not do the contacts. Yeah.
>> And and think, well, well, what about this and what about that and and is it Vulcan or Mojo and and what about this? It's like, dude, none of it doesn't matter.
>> Do the calls.
>> Yeah.
>> 50 contacts a day is the only thing that matters. That's right. If an agent does that, everything else will take care of itself.
>> And that's exactly what we preach on our team. Yeah. Right. As we're building and scaling our team and our agents, that's exactly what they're doing. And Brandon, that's why in the first month, month and a half, I've got agents that are taking 17 listings, having never been in real estate, having never been in sales. But it's just a bulletproof process.