Level Up - From Agent to Entrepreneur

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How to Lead at a Higher Level w/Tom Cafarella

A lot of team leaders make the mistake of obsessing over who is consuming their coaching content. What metric should you actually be paying attention to? How do you get people on your team to buy into your coaching? If you want to level up, do you bring on more people or do you go deeper on training the ones you have? On this episode, we are joined by Tom Cafarella to discuss how he can get his brokerage to reach their goal of doubling their conversion ratio.

You have to lead the current people at a higher level, before bringing in more people to lead. -Greg Harrelson

Takeaways + Tactics

  • The first part of script memorization is muscle memory
  • When coaching: Be attached to what you’re delivering, not what people are consuming.
  • Set standards based on an agent’s activity-- not an agent’s production.

At the start of the show, we talked about how Tom built a machine of motivated seller leads, and why the first key to success is taking action. Next, we talked about a process for memorizing a script and how to create validation by investing in a few select people. We also discussed why it’s necessary to have 10 people buy into your coaching.

We also discussed:

  • Why the coach has to appear first
  • Why you should change up one thing in your accountability system
  • How to coach the people you have at a higher level
  • Tom’s lead sources

When you are trying to level up and increase your conversion ratio, hiring doesn’t solve the problem. You have to lead your existing team members at a higher level first. It can be easy to get caught-up obsessing over whether enough people are consuming your coaching. As the leader, ask yourself what activities are going to make the agent successful and hold them to those activities. If they’re not willing to live up to at least one small standard, you need to talk to them about whether they’re a right fit for the company.

Guest Bio

Tom is the owner/broker of Cameron Real Estate Group. He is an investor, trainer, residential team leader and seller lead gen expert. "Cameron Real Estate Group was founded in 2004, and began working with homeowners facing mortgage related issues in 2007 when the Boston real estate market began its decline. For more information go to http://www.tomcafarella.com/ or Realestateinvestingiseasy.com.


How to Eliminate Resistance to Prospecting & Lead Generation

People are looking for a method of lead generation and prospecting that feels comfortable to them. However, this comfort is dictated by bias---not reality. How do you get inspired to make a breakthrough in your resistance to prospecting? Why do people struggle to say they are salespeople? How do you use contribution to get over the monetary motivation? On this episode, we discuss the real reason people resist prospecting and how to overcome it.

I got over a resistance to prospecting when I changed my perspective. -Greg Harrelson

Takeaways + Tactics

  • Contribution goals can be more effective than monetary goals.
  • People don’t want to say they are a great salesperson because they associate sales with something bad.
  • Change your goal from “how much money you want to make” to how many families you want to help and that will make the job about contribution.

At the start of the show, we talked about why people are always looking for a lead generation method that feels comfortable. Next, we talked about the power of shifting your mindset if you want to get better at lead generation. We also talked about why people don’t want to be associated with being good at sales.

We also discussed:

  • How to change your goals from money to contribution
  • How to change your perspectives of prospecting activities

It is impossible to successfully overcome hesitation towards prospecting and lead generation without a mindset shift. For most people, the resistance comes from wanting to be comfortable and not wanting to face the limiting beliefs they have about selling. When you change your goals from “make money” to “make a contribution”, you will overcome the fear of being good at selling. When you change your perception of that activity, your comfort level will greatly increase.


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How Kevin Mills Did 40 Deals in His First Year & 180 Deals His Third Year While Working Sellers

For most people when the market drops, their cash flow also drops. How do you build a business that can allow you to prevail through a downturn? Why is it so important to learn the steps of business the right way? How do you make sure you’re reserving enough time to work on the business and generate leads? On this episode we are joined by Kevin Mills who shares how he’s been able to continuously double his business.


Skill is less desired in a hot market because the market will sell the property anyhow. -Greg Harrelson


Takeaways + Tactics

- 95% of your business is going to come from follow up so put time towards that.

- Prep time is a servicing task, not a generation task.

- As you do more years, typically the percent increase goes down.

At the start of the show we talked about how Kevin got started and what motivated him. Next we talked about why his way of doing business is so duplicatable and predictable. We also talked about the importance of learning the system the right way, and why optimizing is so important. Towards the end of the show, we talked about the importance of constantly increasing leads, and what keeps Kevin motivated.

We also discussed:
- Why skill becomes more crucial in a downturn
- The importance of follow-up
- The difference between servicing tasks and generation tasks
- The process of mastering the dialogue

It is necessary to learn the system of running a successful real estate business the right way. Doing so will give you a nice trajectory and high volumes. Doing business the way Kevin has done it won’t just mean that you’re profitable now, but that you’ll be sustainable for the future, even when a downturn takes place. If your strategy is based on paid leads and your cash flow drops, you’ll have less money to invest in the lead flow which can knock you down if the market shifts.

Guest Bio

Kevin Mills is a North Myrtle Beach Real Estate agent in the CENTURY 21 Greg Harrelson team. Go to http://www.c21theharrelsongroup.com/ for more information.


Distractions, Momentum & Opportunity: How To Clean Up in a Distracted Market

With everything happening in the world right now, the consumer is more distracted than ever. How can this cause a shift in momentum in the market? How do you offset the potential losses? How do you bring attention back to what’s important and have the right conversations with your clients? On this episode, we discuss how to maintain momentum, even when people are focused on everything that’s happening in the world.

When the distraction of the consumer increases, the answer for the agent is to actually decrease distraction and increase their number of contacts. -Greg Harrelson

Takeaways + Tactics

  • There are distractions you can control and distractions you cannot control.
  • Right now, the market is so good that it’s even rewarding people who aren’t skilled or efficient.
  • Media companies monetize distraction.
  • Don’t communicate about the transaction, communicate the motivation.

At the start of the show, we discussed the various things that are distracting the consumer, and what it has to do with the news. Next, we discussed what would go wrong if the both the consumer and the agent are distracted. We also talked about the power of showing people that you really care, and that you want what is best for them. Towards the end of the show, we talked about how people attract business by treating people like they are already your clients.

We also discussed:

  • How to get better at asking good questions and listening
  • How to increase your activity when the market slows down
  • How distraction creates inactivity

Distractions give people a sense of uncertainty. When people feel uncertain, they tend not to make a lot of decisions. If the consumer’s distraction and inaction is coupled with the agent’s inactivity, this can have a huge impact on the market. As an agent, it is your job to limit distractions by having better conversations. In the face of a distractions, keep your client focused on their motivation. Remember: people’s motivation isn’t “to sell a house”, but to acquire the benefits that come along as a result of the sale. If you want to succeed in this distraction-laden market, decrease distraction in your interactions and increase your number of contacts.


How to Build a Listing Machine That Takes 20+ Listings a Month w/Hoss Pratt

Real estate is changing. How do we evolve and position ourselves for what’s to come? What systems are critical if you want to build a listing machine that gives you a steady supply of leads? How do mindset, marketing, systems, and conversion play into building a powerful listing machine? On this episode, we are joined by top producer and author, Hoss Pratt, who shares on building a machine that generates consistent leads and how to convert those leads into signs in the ground.

The key in marketing is differentiation: the unique advantage separating yourself from everyone else. -Hoss Pratt

Takeaways + Tactics

  • If you go into the meetings knowing what makes you different, you will present yourself with confidence.
  • In the seller appointment, you want to create doubt in the seller’s mind of going with anyone other than you.
  • Never get into specific detail of every single thing you do because it leads to confusion, questions, and can be overwhelming, which leads to inaction.
  • If you want to build the machine start with and focus on the niche. 

At the start of the show, Hoss talked about why it’s important to generate your own leads, without having to buy them. Next we talked about the power of knowing the value you bring to the marketplace, and how to communicate it effectively through marketing. We also discussed the importance of being able to control the conversation without confusing the client. Towards the end of the show, Hoss discussed why success starts with a niche.

We also shared on:

  • The 4 components listing machines need
  • How to convert opportunities into listings
  • The importance of a CRM
  • Why you need a business plan

The first step to building a powerful listing machine is finding your niche. Learn to work it and master the skills until you dominate it. Having this information and being confident in what you bring to the table will reflect in your presentations. When you have confidence and a defined niche, you now have the message to communicate through marketing. If you’re going to build a listing machine, you have to have a model to follow. This starts with a clear vision. You want to be so focused on that vision that you’re obsessed with it.

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. Download Hoss’ book Listing Boss here listingbossbook.com.


Fanatical Prospecting & Sales EQ w/Jeb Blount

A lot of people in real estate hate to be known as salespeople. How do you become a salesperson known for being caring not manipulative? Why is cold calling still alive and well? What is sales EQ and how is it effective when it comes to getting the results you desire? Why is tracking your time so powerful? On this episode, we are joined by author, speaker and sales expert Jeb Blount who shares insights from his books.

Prospecting is the price you have to pay in advance for success in sales and the income you want. -Jeb Blount

Takeaways + Tactics

  • Track your time in 3 basic buckets: trivial things you do, important things you do and impactful things you do.
  • When you walk up to someone who’s not expecting you to call them, it’s a cold call.
  • Sales EQ is about managing your own emotions while influencing the emotions of other people.
  • Track your numbers so you’re not delusional.

At the start of the show, we talked about the basis of financial prospecting and the power of time blocking for prospecting. We also discussed the 3 things holding people back from prospecting and how desire trumps procrastination. Next, we talked about the 5 things a client will want to know about you before they hire you. Towards the end of the show, we discussed how not having people to sell to makes you desperate and lowers your likelihood of getting more clients.

Jeb also shared on:

  • Why tracking your time is so necessary
  • The biggest predictor of a client’s propensity to do business with you
  • How Sales EQ affects the consumer’s experience
  • The power of managing your emotions

Everything that’s holding you back in prospecting is self-imposed. When you overcome perfectionism, procrastination and paralysis you can get yourself through the door. For an agent to win over a potential client, they have to check the following boxes: do they like you, do you listen to them, do you make them feel important, do you get them and their problem, do they trust and believe you? The biggest predictor of their propensity to do business with you is their emotional experience. If you can control your emotions and influence theirs, that’s sales EQ. Remember, confidence and passion are the two greatest and most important emotions in sales.  

The person with the greatest control of their emotions, has the highest probability of getting the outcome they desire. Ultimately, the sales EQ process enhances the customer’s experience.   

Guest Bio:
Jeb is the founder of global training organizations including Sales Gravy, Channel EQ, and Innovate Knowledge, Jeb advises many of the world’s leading organizations and their executives on the impact of emotional intelligence and interpersonal skills on customer-facing activities, and delivers training to thousands of participants in both public and private forums. Go to https://jebblount.com/ for more information. Find Jeb on Youtube, follow Jeb on Demand on Facebook, and follow @salesgravy on Twitter and Instagram.


Building a Team of Part-time Agents and Finding the Right CRM w/Mike Ferrante

It’s easy for teams to overlook the importance of good on-boarding.What are some reasons to make sure you do it effectively? How do you choose the right CRM for your team? How can part-time agents be a part of your team? On this episode, we talk to Century 21 Team Leader Mike Ferrante who shares how his team has leveled up.

We’re using every bit of technology we can get our hands on. -Mike Ferrante

Takeaways + Tactics

  • Put your weekly tasks into concrete numbers and schedule them. Avoid vague metrics.
  • To choose a CRM, start with a clear vision of the end result you want.
  • Where you put your money is often what determines the success of your transition from agent to entrepreneur.

At the start of the show we talked about Mike’s history, his team set-up, and having part-time agents on his team. Next, we talked about the role of technology in Mike’s team communication, lead distribution, as well as finding the best CRM.

Mike also spoke about:

  • Why you need to invest in your business
  • The power of leveraging your team manager
  • Why on-boarding is so important

When you invest in your own business, the returns are going to be much higher than investing in any other venture. Where you invest is where you get the results. When it comes to finding the right CRM, it’s all about being clear on the primary function and knowing the end goal that you want. You also want a tool that people will actually use, not one so complex that most of its functions go untouched.

Guest Bio

Mike is the owner of the 21 Mike team. Go to 21mike.com for more information, or call 216.373.7727.


The Mindset Required to Go from Bust to Boom w/Terry Swanson

 When people have too much confidence, disaster shows up. How do you make sure you’re growing for the right reasons, and not scaling up to your detriment? What is the right way to invest in more time for yourself? How do you make sure you rise up when things aren’t going well? On this episode, we talk to top C21 broker Terry Swanson about building a sustainable organization.

It’s not about growing for growing’s sake, it’s growing for the right reasons—for the right mission and vision. -Terry Swanson

Takeaways + Tactics

  • It’s not about taking time off. It’s about adding time for yourself.
  • Growing on credit lines isn’t the way to go, as you don’t have control over interest rates.
  • It doesn’t matter how far down you get. You can dig yourself out.

At the start of the show, Terry shared on his team dynamic and the lessons he learned when he was running his business the wrong way. “I wasn’t running the business, the business was running me.” He shared the mindset change he went through, and why it’s so important to document what’s happening in the market. Towards the end of the show, Terry shared on the importance of growing for the right reasons.

We also discussed:

  • How his company went bust
  • The coaching structure that can attract agents
  • Why growing on credit lines isn’t a good idea

The biggest mistake we make is feeling like we have to be engaged all the time in order to give ourselves the best chance of success, but we end up engaging at a low level and it sucks away the opportunity to be hyper focused. The solution is taking the time to invest in yourself, and seeing taking time off as a good thing, not something that takes away from your business. As a leader, if you can coach life, the business will actually become easy from that point onwards.

Guest Bio

Terry Swanson is a real estate agent affiliated with CENTURY 21 Results Realty Services, located in Cumming, Georgia. To get in touch, go to c21getsresults.com  or email terry@c21.com.



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From Buyer Agent To Listing Agent: Making the Jump w/ Jeff Lesley

Ever wondered if you could make the transition from Buyer's Agent to Mega Listing Agent? In this episode, Jeff Lesley shares how he made the transition from overworked buyer's agent to a listing controlled business AND how he is now only earning more income while enjoying more time off. The best thing about Jeff is that is explains how simple the transition is when you make the commitment.

If you're not getting those initial listings and the price reductions upfront when the inventory doesn't sell, you're just going to be sitting dead in the water. - Jeff Lesley


- To make a successful transition, you need to be consistent and disciplined. You must also lead generate every day, or no one is going to hire you.

- Keep it simple and track your leads carefully. Sometimes it's as easy as buying index cards.

- Perfectionism can sometimes hinder you. If a method doesn't work for you, change it. Don't give up on it altogether.

We started off with the story of Jeff's own transition from a buyer’s agent to a listing agent and how he realized his potential. Jeff shared that his profitability decreased initially and we explained why this is normal and it's the beginning to quantum growth. Afterwards, Jeff explained how he takes leveraging to the next level and why adopting new strategies and techniques really helps you level up. Jeff then discussed his experience with the hardest part of the transition and his own routine with building up a discipline with lead generation.

From his experience, Jeff has learned to be very heavy on lead follow-up, as this has generated a lot of success for him in the past. Then, during a discussion about staffing, Jeff pointed out the importance of a good staffing structure and delegating tasks appropriately. Jeff then shared his plans for the future and how he wants work on both his prospecting and staffing culture, as he believes that will help him level up. Finally, we talked about how you can focus your efforts towards achieving your yearly goals.

We also discussed:
- Leveraging as a listing agent vs. leveraging as a buyer’s agent
- How to overcome artificial ceilings
- Discipline and persistence in lead generation
- The importance of good customer service
- Overcoming the ''this doesn't work for me'' mentality
- Seeking a high return on time as the mark of an entrepreneur
- Dominating a downward-trending market

Any change will always come with setbacks in the beginning. If you only break even in your first days after transitioning, don't worry. This is a necessary step while you build your infrastructure and build new habits. Stay consistent and committed to the transition and success will follow.

Guest Bio
Jeff Lesley is an experienced realtor, who has lived and worked in Wilmington, North Carolina for 14 years. He has a vast knowledge of the local real estate market trends and he always puts the wellbeing and happiness of his clients first. With a Masters degree in Business from UNCW and with a wealth of experience, he is now an award-winning realtor with Century 21 Sweyer & Associates. Jeff is also a big fan of giving back and currently serves on the board for Special Olympics of New Hanover County. He is also an active volunteer in fundraising opportunities to help his local area. He's also a member of the Wilmington Rotary Club, the oldest and largest civic organization in Southeastern North Carolina.


The Art of Relentless Prospecting

Many real estate agents prospect for appointments but end up fearing the appointment itself. Why is that? How can we overcome our fear of rejection and make it work for us? Can building a boring day-to-day life really make us successful? In this episode we reframe rejection and boredom as the key to success.

If you will go ahead and master the listing presentation first, then you're excited to make the call. - Greg Harrelson

Takeaways + Tactics

- Agents gravitate toward buyers to avoid rejection and limit their personal growth and their business all at the same time.

- Even when you lose a listing, sellers aren't rejecting you, they are rejecting your WORDS - something you said during the listing consultation.

- Boredom is about YOU. Change your focus to the people you are serving and you won't feel boredom.


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First we talked about building a career out of prospecting and the newfound prospecting generation with real estate agents. We also discussed the benefits of prospecting and its sticking points. Next, we talked about why some people subconsciously avoid prospecting and getting a listing appointment. We agreed that by mastering the listing presentation, then you’ll be less hesitant to get on the phone and get that appointment. We also mentioned how empathy and creating a prospecting ritual can not only benefit the client but also the agent themselves. Finally, we mentioned how appreciation for that style of work grows over time as you get more and more committed to your prospecting ritual.

On this episode we also discussed:

  • How failure to follow up can lead to losses
  • Overcoming the fear of rejection
  • The importance of consistency
  • Sustainable boredom and its benefits
  • Minimizing distractions through rituals
  • and much more

It’s critical to be consistent and persistent at the same time. Rejection is something we will all have to face at some point - so it's important to reconsider the way we think about being rejected and focus on how to avoid that rejection for the next listing.

And when we talk about consistency, most of the time, boredom has to be a part of the conversation as well. Being boring is now a sustainable choice and a sensible solution for a business. It's all about installing some variety in your boring day-to-day activities. Mastering that balance and shifting your perspective on rejection and boredom can be a solid way to get more listings and build a successful real estate business.