Level Up - From Agent to Entrepreneur

Making Connections, Not Just Contacts

With all the technology at our disposal, we have never been more disconnected as a society. This is having a real impact on our business as real estate agents. Why are meaningful connections more important than the volume of contacts? What are some ways to deepen the connection with a contact? How can you track your connections and come up with a good metric to measure them? On this episode, we talk about the importance of forming a meaningful connection with people, and how it benefits your business.

 

 

To get business, we have to make true and authentic connections with people. -Greg Harrelson

 

Takeaways + Tactics

• Clients are calling back the people they have the strongest connection with.
• The length of time between when you capture a lead and do business with them is a lot longer now, and a real connection will get you through that process.
• Don’t focus on the length of conversations-- focus on asking questions.
• Scripts can be very helpful, as they are filled with questions that lead towards genuine connections.

 

Want to Know Where Greg Harrelson Gets His DATA?

Click here:
https://www.colerealtyresource.com/landing/realestatesalessolutions/

 

Beyond Contact: How to Leverage Video Content, Grow a Team & Strengthen Relationships in Your Sphere w/Pat Wattam

The strength of your relationships with your centers of influence can be the difference between being a top producer or a struggling one. How can you use your sphere for more than just getting business? How does video content deepen your connection with them? How can you maintain a team that feels like family while still having strong leadership in place? On this episode, Pat Wattam shares her winning strategies for leveraging your sphere of influence and leading your team.

 

People don’t want a slick production. They want to see you in your environment. -Pat Wattam

 

Takeaways + Tactics

• Centers of influence can be tapped into for many benefits in your business.

• Focus on making connections-- not just making contacts. Video content makes the strongest connections.

• Posting on your business Facebook page is standard, but you can also draw people into your content through your personal page.  

• When plans don’t get executed, it’s always the responsibility of the leader.

 

At the start of the show, Pat talked about how she got into real estate and how she has built up her database. Next, we talked about the power and importance of spheres of influence in your business, and why people don’t actually want slick hyper-produced videos. We also talked about why making contacts isn’t enough anymore.

We also discussed:

• How to be organized about video content
• Why video content is so crucial right now
• Why the leader always takes responsibility

 

With the amount of noise that’s out there in our market, focusing on making contacts alone just doesn’t cut it anymore. You need to make connections. Video content is a great way to do this. The platforms where we post this content become a type of search engine where people can learn more about you. If you’re lacking there, it’s going to be hard to get people interested in woking with you.

Generating Organic Online Leads by Reaching Top Spots on Yelp and Zillow w/Kimberly Sethavanish & James Colucci

 For a lot of agents, getting reviews and referrals is a challenge because they don’t know how to go about it. What are the things you need to do to ensure that people willingly and happily give you a review? What is a “mini-flip” and why is it a powerful way to generate leads? Is there an expiration date for asking someone for a review or a referral? On this episode, husband-and-wife duo Kimberly Sethavanish and James Colucci talk about their success with reviews and mini-flips.

 

If you make the process that much easier or enjoyable for them, they’ll write a review. -Kimberly Sethavanish

 

Resources-

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Takeaways + Tactics

• Simple fixes like light fixtures, paint, and opening up the layout can transform the whole house and raise its value.
• It's okay to ask for a review 6-12 months after the transaction. People get busy, and giving them time also allows them to forget the annoyances that might have come up in the process. They are more likely to remember you helping them into their dream home.
• Nothing makes someone want to give you a raving view like you going through the trenches with them.  
• Plant the seeds of the review beforehand, so when you ask them it’s not a new thing.

 

 

At the start of the show, Kimberly and James talked about the advantages of being a husband and wife team, and they explained their mini-flip strategy. They shared the kind of mini-improvements that can have an impact on the selling price of a home. Towards the end, they discussed their plans to get into flipping.

 

We also discussed:

• How Kimberly and James have become authorities in the home improvement space
• Whether it’s okay to ask for a review months after the transaction
• Home staging

The mini-flip conversation is a way to connect and communicate with homeowners in a way that’s valuable to them in the 6-7 years when they’re not listing their home. When they are in the place of buying or selling, you become their natural choice after forging that connection. When you want to become number 1 or 2 on Yelp! or Zillow, your clients have to feel like it’s more than just business. Build a deeper connection by being in the trenches with them.  

 

Guest Bio-
Kimberly and James are the founders of TEAM MODERN AGENT. Go to http://www.ksellsjbuys.com/ for more info. Email modernagentkj@gmail.com or call 707.787.7793.

Breaking Through the 50-Deal Ceiling w/Michael Higdon

Sometimes you reach a ceiling in your growth and struggle to understand why. How do you identify what’s holding you back so that you can address it and get to the next level? Why is it so important to maximize on the systems that are already in place? How do you figure out if your ceiling is being caused by a system or mindset? On this episode we have a conversation with Michael Higdon about overcoming your limitations.

 

 

It’s a lot easier to create within a system that you’re already using than to invent a new system. -Greg Harrelson

 

InfusionSoft for real estate. Get up and running fast with our Real Estate Package! 9 pre-built Infusionsoft campaigns, all ready to go.`

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Takeaways + Tactics

• Most agents think too small when it comes to centers of influence, which limits the size of their database and their business.
• The best expireds are the ones from 2013, 2014, 2015-- but no-one is going after them.
• The goal is to convert a stranger into an acquaintance, and then turn that acquaintance into an advocate. Those advocates become your centers of influence.
• The person who fails the most is going to achieve the most.

 

At the start of the show, Michael shared about his business, where he is now, and where he wants to go next. We then talked about how agents limit themselves when it comes to their sphere of influence and how to increase engagement. We also talked about how to build authority in your area to expand your sphere of influence.

We also discussed:

• Why 5-year-old expired leads are golden
• Why failure isn’t as bad as we think
• How to develop your creative thinking

 

When we hit a ceiling in our results, our first reaction is to try and add something new. Instead, we should make sure we’re getting every little ounce of opportunity out the things that are already working in our favor. Dive into each pillar of your business and optimize it. Remember, success in real estate is not about the people you know-- it’s people that know you. In order to build that group, you need to be an authority in your market.

Guest Bio-

Michael is a Realtor at KW. To get in touch email michael@michaelhigdon.com or call 502.345.7698.

How to Keep People in Your Dashboard & Serve Them in the Exploratory Phase w/Beverly Ruffner

There are more people in the exploratory phase of buying real estate than ever before. Why is this frustrating and confusing for some agents? How do we shift our service so we can actually serve the needs of these people? How do we breathe life back into the segment of our database that has gone dormant? On this episode, Beverly Ruffner talks about the importance of information gathering on overload, and nurturing leads by giving people a reason to stay in your dashboard.

 

The only reason people don’t make a move is the opportunity is not meeting their expectation. If you can create the opportunity that meets their expectations you will have a sale. 

-Beverly Ruffner

 

Takeaways + Tactics

• Your CRM has to be able to filter and tag efficiently for you to be able to determine where people are in the process and what kind of service they need.
• The game right now is not about getting them into a property, it’s about asking what their needs are.
• A lot of agents don’t want to run across leads that aren’t ready to buy now because that means effort, work, and systems.

 

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At the start of the show, we talked about how technology has changed the buying process, and why you’re always competing against the next dashboard. Next, we talked about the importance of knowing where the prospect is in the process of buying. We also discussed where the reluctance to ask questions in the discovery phase comes from, and strategies for winning people over.

We also discussed:

• Why we need to get people when they are in the discovery phase
• Why our dashboards need to make sense to the consumer
• How to win the game with consistency

So much has changed through the years because of technology. The way leads are being generated is different. More and more people are introduced to the agent earlier in the space between “deciding to look” and “closing”. If we’re not adapting and understanding the types of conversations we need to have with these people, we’ll never convert them. It’s about doing what’s convenient for them, because that’s where the relationship comes in. It’s how we win at both the convenience game and the loyalty game.

 

Guest Bio-

Beverly Ruffner is the CEO/Founder of Balance Business Consulting and real estate team owner licensed in Virginia. Go to https://www.facebook.com/balancebc for more information.

How to Turn Your Passion Into a Lead Generation Strategy for Your Business w/ Madeline Dobbs

Real estate agents can find themselves struggling to find a lead generation strategy that matches their personality and interests. How can you go about finding an audience for your interest? Why is educational content such a great way to solve problems, establish yourself as an authority and build rapport? On this episode, author, coach and agent Madeline Dobbs shares a unique, clever and authentic method for getting business.

 

 

The strategy is a much more authentic, and genuine relationship when you work together. -Madeline Dobbs

Takeaways + Tactics

• Start with your prospect’s needs and pains, and work backwards from there.

• Answer the questions they have, not the ones you wish they had.

• Teaching a course in a neutral location outside of your office makes the audience a lot more comfortable.

 

At the start of the show, Madeline talked about how she developed her course, and how focusing on the learning niche has served her business well. We discussed how this strategy actually brings in other waves of clients who don’t even watch her content. We then covered the importance of actually solving a pain for people.

We also discussed:

• How Madeline got authority and credibility from the university system
• Agent-to-agent referrals
• How to find your audience

 

In real estate, there truly are many great ways to generate opportunities and business. In the example of teaching a course, having ten 1-hour sessions with your prospective clients allows you to build a relationship and lets them consume your content. By “leading with the give”, the law of reciprocity kicks in, and you become an authority in their eyes. Business comes after that. When you combine authenticity with strategy or models, you’ll start to see amazing results.

 

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Guest Bio-

Madeline Dobbs is the founder of More Brandywine Valley Homes Team at Century 21 Emerald. She has a background in entrepreneurship and public speaking, and has leveraged those skills into a successful real estate business. Madeline is the author of How to Sell a House in 30 Days, and has developed courses for the public with the purpose of " demystifying the selling process". You can find more info at morebrandywinevalleyhomes.com

How Tech Companies Can Impact the Future of the Buyer Agent

Technology is causing so many great changes that it can be hard to keep up with it all. What can you do to avoid being negatively affected by shifts in the industry? Is there a threat of our commissions being decreased? What changes might technology bring to buyer’s agents, and how do we adapt to an industry moving so quickly? On this episode, we talk about how agents can prepare themselves for what’s to come.  

The experience we provide needs to not only be a “wow” experience, but a relevant “wow” experience. -Greg Harrelson

 

Takeaways + Tactics

• Real estate agents have to learn how to survive when there’s pressure on commissions.
• Right now, it’s better to have a smaller database with high engagement and high connectivity than a large database.
• Our primary value to the market isn’t negotiation-- it’s marketing and attracting the right types of buyers.

 

In the future, real estate agents might make less money, but this does not mean that the consumer is paying less. It means that the piece of the commission pie might get smaller because it’s being distributed amongst additional players. We’re progressing to a point where tech companies will have a bigger stake in real estate. There will constantly be new things coming in from technology companies that will make it easier for consumers, agents and tech companies to justify getting a small piece of the transaction. Agents will have to learn how to thrive when there’s pressure on commissions.

 

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Increasing Your Market Share in a Hot Market

In a hot market, skilled agents find themselves competing with less skilled agents for clients who may not be able to see the difference right away. How do you prove yourself when the consumer isn’t really looking for skill? Why is a down market actually a lot easier to grow in? How do you go about growing your market share when so many people want a piece of the pie? On this episode, we talk about what it takes to grow your business when the market is up.

 

Focus on the systems you have in place and make small tweaks. Then let the compound effect be the reason why you gain market share. -Greg Harrelson

 

Takeaways + Tactics

• In a down market the consumer is hiring for skills; But in a hot market they’re just hiring warm bodies.
• There are still plenty of transactions in a down market-- there are just fewer agents going after them.
• Don’t reinvent the wheel or focus on shiny objects. Double down on what’s working already.

 

In a hot market, you get more people with low skill sets flocking to the real estate industry because they think they can make some quick money. In a down market these people leave the business and the skilled agents are in much higher demand. In a hot market, we have more money to buy more shiny objects and open up more circles that we never complete. Those things become distractions that stunt growth. In a down market there are less distractions, and the agents with skill and experience rise to the top, especially when they focus on what works.

Building a Recession-Proof Real Estate Team w/Jeff Cohn

The question of a market correction or shift isn’t an “if”, but rather “when”. What is the sequence of events that follows a market shift? How can leaders prepare their followers mentally, financially and behaviorally for the change? How do you make sure you don’t just survive a correction, but actually thrive through it? On this episode, we do a crossover with Jeff Cohn from the Team Building podcast to discuss getting your business ready for a market correction.

 

 

You must have a road map. If you’re tracking your numbers and have good analytics, you’ll have that road map. -Jeff Cohn

Takeaways + Tactics

• You need to be prepared for the next shift three years prior to it happening.
• When the number of transactions go down in your market, the number of contacts you make must go up.
• When you see a professional in an industry start to offload their listing inventory, it’s a good indicator that there’s something coming around the corner.
• Spend 80% of your time on lead sources that brought in the most business, and put 20% of your time into 2 or 3 other areas.

 

At the start of the show, we talked about how to prepare yourself and your team for a correction. Next, we talked about how you can go about making the proper adjustments right now, and why it’s so necessary to increase your contacts. We also discussed who a true leader should care about serving, and leveraging your team around the most important activities.

We also discussed:

• The necessity of training
• Patterns of a successful business
• How to level up and find the best use of your time

 

When the market shifts, there’s going to be a period of denial and depression, followed by confusion and desperation. If you make the proper adjustments now, you can be prepared well in advance. When the ratios start to slip, you need to immediately start increasing your contacts and maintain a vehicle to generate buyer business. You want your agents focused on doing the highest-producing activity. This will likely be outbound prospecting via phone, meeting with clients to show presentations, and signing exclusive agreements. Leverage your team so that this is the priority.

From Zillow to Century 21 CEO: Nick Bailey Discusses Big Data, the Future Role of an Agent and How Amazon Could Get in the Game

Real estate agents tend to have an identity crisis from handling so many different facets of the business. Who are we supposed to be? And who does the consumer want us to be? How are we going to use data and predictive analytics to improve their experience of buying or selling? On this episode, Century 21 CEO, Nick Bailey talks about how agents should prepare themselves right now for the changes tech is bringing to the industry.

 

 

We have an opportunity to leverage technology to make the process a better experience for buyers and sellers. -Nick Bailey

Takeaways + Tactics

• From the initial decision to buy or sell, the average transaction has 181 steps to close.
• Prospecting is 100% a contact sport. Go where the consumers are and engage with them.
• FSBOs are the lowest they’ve ever been, and they are lowest in the millennial demographic. Consumers value the relevant service that agents are bringing.
• We're going to see better usage of predictive analytics vs. trying to market to everyone the same way

 

At the start of the show, Nick gave a brief background of his career and we started talking about how technology and the internet are creating more confusion for agents, and how we can cut through this confusion. Next, we talked about how technology can be used to make the transaction process less daunting for consumers, and the importance of putting our focus on the consumer.

We also discussed:

• The use of data and predictive analytics to anticipate the needs of the market
• How to prepare for the changes that are coming
• What’s causing the decline in FSBOs

 

Consumers are living in a world where technology has given them easier access to data and information, and this applies to real estate too. The conversation in our industry should be more about the consumer and less about what we want in the industry. Listening to the consumer is what will improve the way we use tech, communication, tools and services to help them. The future is going to be less about waiting to get a lead from Zillow and more about engaging and using predictive analytics to get into a relationship with the consumer even before they seek another source.   

 

Guest Bio

Nick Bailey is President & CEO of CENTURY 21. Find him on LinkedIn: https://www.linkedin.com/in/nick-bailey-7286bb10/.