Level Up - From Agent to Entrepreneur

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Chat-Bots, Facebook Messenger, ISA’s & The Future of Real Estate Lead Gen w/Michael Reese

The most left out client in the relationship management conversation is the home owner. How do you own that relationship, and apply a strategy towards winning the crowd? What is digital custody, and how does it help agents design a customer experience? On this episode Michael Reese talks simplifying your value prop, using bots to have strategic conversations and expansion through geo-targeting.

You have to be able to narrow down your lead gen strategy to geo-region, and then be able to duplicate it to every similar region. -Michael Reese

Takeaways + Tactics

  1. Chat-bots and ISA's combined can create a seamless interaction for the consumer.
  2. They key to the future of real estate is building relationships not with home buyers or sellers, but with home OWNERS.
  3. Never expand without a proven, leveraged lead gen model and an Ideal Client Profile you can duplicate in other markets.

At the start of the show, Michael shared on the basis of digital custody, and how he designs the customer experience by simplifying the value prop. Next, we shared on winning the crowd by leveraging community, “we are connected to everyone with the world, but we’re choosing to spend time with smaller groups that are more focused on the conversations we want to have.” We also talked about creating client dialogue by using anticipated and already asked questions. We also shared why SMS is on its way out, and how to avoid dropping the ball in the hand-off between the chat-bot, the ISA and the agent.

Michael also shared on;

  • The importance of starting and nurturing relationships with homeowners
  • How to have strategic conversations using chat-bots
  • Playing up the Facebook community
  • Geo-targeting and its role in expansion

Winning over the crowd is your path to area and market domination, and it has to do with your custody of the client’s perceived desire. You also win the crowd by standing on something and delivering on that promise. From a scalability perspective, it’s wiser to pinpoint a geo-targeted area, master that system and then clone it to get scale. In order to have predictability and scalability everything has to be dialed in. Digital custody is about owning the relationship, having accountability and predictability to dominate.

Guest Bio

While working with Keller Williams, Michael’s team was repeatedly ranked in the top five in the southwest region. He and his team broke the record for buyer sales set by one of the largest Keller Williams franchises in the world, and ultimately became recognized as one of Keller Williamsʼ Top 50 agents in the world. In 2015, Michael set out to create an Inside Sales Department for a brokerage in a new market, focused on building a solid nurture pipeline and maximizing listing appointments. 14 months later, his brokerage is set to close 500+ transactions... Go to InsideSalesPredictability.com for more info.


Becoming #1 in Your Market: Danny Morel on Leadership, High Performance & True Success In Real Estate

Danny Morel thinks BIG. But it all starts with the fundamentals. As Greg pointed out, no matter whether you call it team building or expansion, it’s all just a business. Between the years 2011 and 2016, Danny’s Intero organization went from 110 units to 2,730 units sold. How does Danny recruit an average of over one agent every day to his Intero offices? In this episode, Danny shares some of the key mindset strategies and principles that drive him.

I'm going to compete solely on value. I'm going to draw a line in the sand, that NO WHERE can an agent come and grow at the levels we help them grow at. -Danny Morel

Takeaways + Tactics

  1. Don't skip steps as a salesperson. Your personal sales ability is key to being able to offer value to agents as you expand.
  2. During a down market, the wealth in real estate will shift from those who are buying business to those who a creating business.
  3. Stay humble and stay in coaching. Who are you to tell your staff that they need to be coachable if YOU are not coachable.

On this episode Danny also shared...

  • The one thing would-be team owners fail to understand
  • Why you must compete on value to agents, not commission splits
  • The “Law of the Lid” and how it applies to your real estate business
  • Why Danny has paid for a business coach since the age of 22
  • What will happen to teams in the next market shift
  • Listing-based business and why it’s the true key to success as an agent

Leadership is intimately tied to your mastery of the fundamentals of your industry. Danny shared why it’s critical to humble yourself, stay coachable and always set a high standard of daily performance for yourself. The more you focus on raising your own level, the higher level of people you’ll be able to bring into your business. There are some incredible insights on real leadership and high performance, so dig in and take plenty of notes!

Guest Bio

Danny is a real estate sales coach and Founder of Intero Real Estate Services Rancho Cucamonga, Downey and La Quinta Southern California. With an impressive background in the real estate industry, Danny Morel brings over 15 years to the real estate business as a coach, mentor, investor and broker. Danny’s interest in the real estate industry began with the simple dream of buying his mother a house. From there, he learned about the industry, began selling homes and this led to obtaining coaches to further his career. As an agent, Danny successfully sold 150 homes in a year while only working 4.5 days a week, and by 27 earned 1.5 million in commissions during the course of one calendar year.  From that passion grew his coaching company where Danny had the pleasure of leading almost 500 agents to success in their careers through multi-day seminars that impacted thousands of lives. In 2013 Danny was named to the HispanicBusiness.com top 50 Most Influential list. Learn more about Danny at Dannymorel.com and subscribe to his podcast Real Estate Sales Success on iTunes at: https://itunes.apple.com/us/podcast/real-estate-sales-show-with-danny-morel/id1081954148?mt=2.


How To Close 74 Straight Listing Appointments w/Century 21’s Multi-Year Top Agent in the World Dave Abdallah

Pre-qualification scripts are one of the most misunderstood processes in real estate. Why aren’t agents using them? How do you use accountability to work at a higher level? What is the difference between objections and conditions? On this episode Dave Abdallah goes deep on working efficiently and effectively, taking listing appointments at his office and his “always-be-calling” philosophy.

People don’t like pre-qualifying scripts because they don’t want to hear objections, and they’re too afraid to answer the questions that will bring out the objections upfront. -Dave Abdallah

Pre-qualification scripts are one of the most misunderstood processes in real estate. Why aren’t agents using them? How do you use accountability to work at a higher level? What is the difference between objections and conditions? On this episode Dave Abdallah goes deep on working efficiently and effectively, taking listing appointments at his office and his “always-be-calling” philosophy.

Takeaways + Tactics

  1. You want to be an information-gatherer before you’re an information-giver.
  2. Conduct your listing presentations in your office - it eliminates distractions and removes most of the opportunities to lose the listing.
  3. Pre-qualify every single seller prospect before previewing their home or setting a listing appointment - this is the most critical step to taking a high % of your listing appointments.

At the start of the show Dave shared on his pre-qualifying process and the reason people misunderstand the process. He also shared on the importance of knowing if an appointment is worth his time in the first place. Dave also talked about how his staff holds him accountable to perform at a high level. We went on to discuss the importance of listening when it comes to overcoming smoke screens. Towards the end of the show, Dave shared the advantages of doing listing appointments at his office.

On this episode we also discussed;

  • Why pre-qualifying scripts set you up for success
  • How the pre-qualifying process guides you in tonality, inflection and communication
  • The difference objections, conditions and smoke screens
  • Dave’s “always-be-calling” philosophy

When you don’t pre-qualify, it’s like going on a blind date where you have no information to go on. The conversation pre-sells them on you twice, so by the time you meet, you’ve had two major forms of communication. That frequency of communication increases your likelihood of getting the listings you really want. Pre-qualifying raises your standards, makes you work at a higher level, and steers you towards listings that are actually worthwhile.

Guest Bio

David has over 28 years of experience in the Real Estate industry, he has a Bachelor's degree from the University of Michigan in Finance & Marketing. In the last 28 years his team has SOLD 615 Million in sales and SOLD 4800 homes in the Tri County area. In 2016 alone the Team SOLD over 52 Million in sales and SOLD 325 homes. To get in touch call 313.203.8209 or visit his website DaveCentury21.com.


The Race to Relevance: Why Relevance to the Consumer is the Key to Scale, Team Building & Expansion w/Century 21 CEO Rick Davidson

There’s a lot of momentum around teams and scalability right now, but is this conversation giving enough attention to relevance? Are you building a real estate business on the right foundation? On this episode, Century21 CEO, Rick Davidson shares valuable insights on real estate teams, leadership at a global scale, and why everything comes down to relevance to the consumer.


How do we stay nimble enough as a really big company, in order to respond to the speed of the market, at the speed of the customer? -Rick Davidson

Takeaways + Tactics

  1. If you're not relevant to your customer, you're not going to be able to scale. If you're a broker, keep an eye on the consumer and helping the agent be more relevant to them.
  2. Agent teams have to understand that brokers have to be profitable. You cannot build a team model that doesn't allow the broker to make a profit.
  3. Many people talk about scaling, growing and developing multiple streams of income - they forget that they actually have to execute.

At the start of the show, Rick shared how he helps the team keep their eyes on the summit. “You have to understand where your organization is going in the long-term, and ensure you have frequent and consistent messaging.” He also shared how the organization keeps itself nimble to move with the market. Next, we talked about scalability, and how it relates to relevancy. We went on to talk about teams, “you as an individual, need to be as strong a member of that team as everyone else.” Towards the end of the show we discussed how market disruptions can be prevented by being more relevant, and getting ahead of the needs of the consumer.

Rick also shared insights on:

  • Getting agents focused in the right direction
  • Establishing goals to achieve the overall vision
  • How the agent’s relevance to a consumer connects to the broker’s relevance to the agent
  • The proliferation of teams in real estate
  • How value takes care of the compensation conversation
  • How brokers can be more relevant to agents
  • How Rick stays energized and maintains his enthusiasm for life and work
  • The importance of doing good and doing good business

The market is ripe for external disruption, and that only happens when the market gives room for it. We must anticipate disruptors, and understand what’s needed to be relevant to the consumer. We must position ourselves to provide a distinct and unique service by building the right structures for win-win scenarios for the broker, agent and consumer. The agent has to be relevant to the consumer. The broker has to be relevant to the agent by providing the culture, platform, tools and resources to flourish.

Guest Bio

Rick Davidson was appointed President and Chief Executive Officer of Century 21 Real Estate LLC a wholly owned subsidiary of Realogy Corporation (NYSE: RLGY) in February 2010. In his role, Davidson leads the world’s largest real estate franchise organization of approximately 6,950 independently owned and operated offices and more than 106,000 independent sales professionals in 76 countries and territories worldwide. For more information, send an email to  askrick@century21.com.



How to Teach Agents the Killer Instinct to Convert Leads w/Mark Martin

For Mark Martin, there is a huge difference in outcome when he makes calls and when an ISA does it. The difference is the killer instinct. How does he define this instinct, and can it be taught? On this episode we go deep on converting leads, leveraging the pain of not meeting a goal, and the challenges buyer’s agents face.

If you can’t expose an agent to the killer instinct, expose them to winning. When people are excited and part of something bigger, that’s huge. -Mark Martin

Takeaways + Tactics

  1. Buyer’s agents face the challenge of staying in communication and following up for a full 12-18 months.
  2. When your goals are no longer about your livelihood, they become about bringing other people up and helping them achieve their goals.
  3. It’s not about growing your leads, it’s about growing your audience because they are the ones that engage with the content, and need to see you as an authority.

At the start of the show Mark shared how he built his business from the ground up to a virtual team of 4 with $40 million in production. We also shared on the shiny object syndrome, and the reasons Mark makes listing calls instead of an ISA. We went on to talk about coaching agents to reach their goals and why it has to do with pain avoidance. At the end of the show we talked about the importance of growing an audience and becoming an authority.

On this episode we also talked about:

  • The power of exposing agents to a winning environment
  • The struggle of connecting goals to daily actions
  • How to get the most out of every “no” by attaching a value to it
  • The importance of being able to stay in communication and follow up for 12-18 months

The avoidance of the psychic pain of not achieving is the root of the killer instinct. When agents are put in an environment where that value is taught, and the joy of winning is experienced, they can develop it. The pain of not reaching the goal has to be greater than pain of the required activities. Once agents hone in on that, their ability to pounce on an opportunity becomes second nature.

Guest Bio

As one of Austin’s Leading Real Estate Professionals, Mark focuses on maintaining the highest level of integrity in his business. Mark believes that his 17 years of Senior Sales and Management experience in several Fortune 1000 companies have given him the edge in negotiation and presentation skills. In fact, Mark’s Listings sell for more than 98.7% of List Price, and his Buyer’s average savings of over 8% off of List Price! Email markmartinonline@gmail.com or search for “Mark Martin Remax" on Facebook.


Leadership Fundamentals, Starting With One Day & Growth by Osmosis w/George Morris

With a team of over 1,100 across multiple states, George Morris has leveraged leadership, talent and the idea that you can do anything for one day. What are the practices and fundamentals behind his team’s success, and what can agents trying to move to the next level learn?

Our company is built on the premise that I can do something for at least a day, and if I can put enough of those days together, I can make a great month and a great quarter. -George Morris

Takeaways + Tactics

  1. Most of us are comparing ourselves to other people, but the real measuring stick is what you've done against what you could have done.

  2. The key to exponential growth is leadership - duplicating yourself by creating leaders who create leaders.

  3. Commission and value are always in proportion. If there’s a high level of value based on who you are to a client, you’re going to get the commission you want.

On this episode we discussed:

  • How George’s Everest Group got started
  • How he built his company on the premise of doing anything for one day
  • The leadership vision he has for his team
  • Why it’s easier to do 100 deals than 25 deals
  • The connection between value and commission
  • Helpful books and resources

The only way an organization becomes invaluable is when it helps people get to the next level of their lives. George Morris built his business on the drive to build up from one good day, and grew his team organically on the principle of setting one appointment a day.

The ability to systematize and continuously duplicate leadership fundamentals has also been key. This stays in line with the greater mission of the company; helping every individual and agent become their best. If you’re looking to build a team of any size, this episode will be incredibly helpful and motivating!

Guest Bio

George Q. Morris, Founder and CEO of Century 21 Everest Realty Group, is a dynamic, purpose-driven leader with over two decades of experience in real estate. His leadership skills range from creating and managing small real estate sales teams to owning and expanding large, multi-office residential real estate brokerages with additional property management, commercial brokerage, relocation and corporate services. Go to http://c21everest.com/ for more information or email georgemorris@century21.com. You can also listen and subscribe to his podcast Elevate Your Real Estate on iTunes.


Hoss Pratt on the 4 Levels of Learning & Mastering the Basics

When an agent has mastered the basics and built a strong foundation, the next step is leveling up. What is the process of taking that next step to build a team and become an entrepreneur? On this episode we discuss skill stacking, the 4 levels of learning and DISC profiles with real estate and business coach Hoss Pratt.

Click to watch the full episode

Be the master of repetitious boredom. Be obsessed with being bored and doing the same thing over and over. -Greg Harrelson

Takeaways + Tactics

  1. Your goal is to become a skillionaire before you become a millionaire.
  2. The future of real estate is putting effort into expanding the pool of ideal clients that know who you are before their needs come up. The process isn't just lead conversion, it’s lead identification.
  3. Stop competing on data and using the MLS as a value differentiator. Think less about the data and more about the expertise.

On this episode we discussed:

  • The skills, mindset and tactics necessary for leveling up
  • The steps you need to take from being a great agent, to a top producer and then an entrepreneur
  • Becoming comfortable with the challenges that come with the growth of your business
  • The power of repetitious boredom
  • Increasing conversion and becoming a good leader
  • Using DISC profiles to help agents find their best lead gen levers
  • The future of real estate

At every level of growth in a business, there are skills you have to learn, develop and master. Mastering the real estate skills gets you to the $10 million dollar level. To go beyond that, you have to learn the skill of leadership, delegating, growing and helping other people. Your goal is to become a skillionaire before you become a millionaire. Remember, you’re always in some phase of learning and failing, and if you’re not learning and failing, your business is not growing.

Guest Bio

Hoss is a nationally known authority when it comes to lead generation and lead conversion. He has demonstrated, and proven time and time again during his stellar 12 year career that using his revolutionary strategies can move brokers and agents from stuck to super-charged in just months. What separates Hoss from all other coaches, real estate trainers, and so-called ‘gurus’ is his ability to get results FAST. He’s presented over 1,100 sold-out webinars and online events, conducted over 1,300 live seminars in 48 states, knocked on over 100,000 doors, made over 200,000 prospecting/sales calls, presented at 2,150 kitchen tables, and personally trained thousands of successful agents and industry professionals. Go to hosspratt.com for more information.