Having listing leads available is useless if you aren’t confident those representing your team or brand can effectively convey the value of working with you at the listing meeting. A solid strategy to train and develop listing talent on your team is in the long-term interest of your business.
Watch our video below where we walk you through nine strategies to help your team connect and convert better at the kitchen table.
A well-utilized CRM is the backbone of an efficient, high-performing team. It’s one thing to have the latest tools and tech, but convincing your team to embrace it and be excited to use it is another ball game. Success starts with buy-in and getting your team excited about using a CRM is all about positioning it as a tool for them—not just the business. Show them the value, make it easy to use, and celebrate every step forward. With these strategies, your CRM will go from a “necessary evil” to the MVP of your team’s success.
Here are some steps to help you overcome resistance and get your team fully on board with using your CRM and seeing the vision of how it will benefit them.
Start with the Why: Show the Big Picture
People resist change when they don’t understand the “why” behind it. Begin by explaining how the CRM isn’t just another tool—it’s a game-changer for their productivity, lead conversion, and client relationships and be sure to ensure that you are explaining how it will benefit the individual agent, not the company as a whole. Personal benefits are much more motivating than being told to use something so that the company can make its goals.
Try this: Share success stories from other teams or agents who saw real results by using a CRM. Highlight how it can make their daily grind easier and more rewarding.
Choose or Optimize the Right CRM
If the CRM feels clunky or doesn’t align with your team’s workflow, resistance is inevitable. Make sure the platform you choose is intuitive, integrates seamlessly with existing tools, and offers mobile functionality for agents on the go. If you feel as though you are under-utilizing all that your CRM has to offer, as a trusted advisor to give you some guidance or overhaul your system for you.
Try this: Involve key team members in customizing the CRM. When they feel like they have a say in the process, they’re more likely to embrace the tool. If you need a second set of eyes on your system, we offer a free assessment of your account that can inform you of where to look to make improvements!
Make Training Practical, Regular, and Hands-On
Simply saying, “Here’s a new tool—go figure it out,” is a recipe for frustration. Provide clear, engaging training that demonstrates how to use the CRM in real-world scenarios. Training once isn’t going to be effective, ensure that you are regularly covering the various ways to use your CRM so that everyone stays fresh on the process.
Try this: Host live demos and walk through everyday tasks like adding a lead, setting reminders, or tagging contacts. Provide cheat sheets or short tutorial videos for quick reference and one place that houses all the CRM rules and training so that they are set up to help themselves should they get stuck on what to do.
Lead by Example
As a leader, your actions set the tone. If you’re actively using the CRM and showcasing its benefits, your team is more likely to follow suit. This will also help you discover challenges before they have a wide effect and discover new ways to identify the hottest leads within your CRM.
Try this: Regularly highlight wins that come from using the CRM. For instance, share how an automated follow-up helped you close a deal or how the database streamlined client outreach.
Gamify Adoption
Competition always spices things up and, for us real estate nerds, it seems to motivate a lot of us. Turn CRM adoption into a game by rewarding those who engage with the platform consistently.
Try this: Tie rewards to activities that drive results, such as completing tasks, updating contact info, or tracking follow-ups in the CRM. Offer prizes for milestones like “Most Contacts Added This Month” or “Fastest Lead Response Time.” Create a leaderboard to showcase top performers.
Address Resistance with Empathy
Some team members may feel intimidated or overwhelmed by the CRM. Instead of pushing harder, listen to their concerns and offer support.
Try this: Acknowledge the learning curve and celebrate small wins along the way. Building confidence will go a long way toward breaking down resistance. Schedule one-on-one sessions to troubleshoot challenges or answer questions as they may be reluctant to speak up in front of the group. Frame the CRM as a tool to support them, not replace them.
Make It a Habit
The best way to ensure CRM adoption is to integrate it into your team’s daily workflow. The more you talk about how to use it, how it works, and how it benefits the agent, the better. By creating universal rules and a CRM Handbook for your agents to follow, you will help them build a strong foundation of habits to use for prospecting to grow their business and yours!
Try this: Set non-negotiables, like logging every new lead into the CRM. When the system becomes part of the routine, it feels less like “extra work.” Encourage agents to start their day by checking tasks and leads in the CRM. Build CRM updates into team meetings and one-on-ones.
Evaluate and Adjust
CRM adoption isn’t a one-and-done effort. Regularly assess how the tool is being used and gather feedback from your team. If something isn’t working, tweak it or consult with those in the know to find a better solution.
Try this: Conduct quarterly “CRM tune-ups” to ensure the system is aligned with your team’s evolving needs and goals. This will help to remind everyone of the basics and ensure that bad habits aren’t having a chance to form, leaving you with clean, reliable data that you can trust to help you find the next person to help buy or sell a home.
The magic of the holiday season can also bring unique challenges, especially to our mental health. Many of us are already navigating the pressures of being leaders in this industry, and adding colder weather, shorter days, and holiday planning can tip the scales leaving us feeling anxious and stressed making it harder to enjoy time with our loved ones.
It’s especially important this time of year to be proactive about maintaining our mental wellness so that we can continue leading at work and showing up for our loved ones at home.
Here are some ideas to help you stay on top of your game this holiday season:
Look ahead for your seasonal stressors. Planning ahead can help you minimize rushing around and last-minute pressures. Take a look at your current transactions and holiday commitments and plan accordingly.
Prioritize movement and daylight. Taking a quick walk outdoors, even if it’s cold, and ensuring that you get some daylight each day will help you keep your mood on an even keel. If you struggle to find time outdoors or your climate doesn’t allow it, adding an inexpensive light therapy lamp to your desk may be a great tool!
Set healthy boundaries. Social obligations abound this time of year both personally and professionally and it’s easy to get excited and overcommit. Say no to the activities that drain you, limiting after-hours work emails and calls, and carving out downtime with loved ones without interruption will help you shore up those boundaries. These boundaries also include setting a budget to avoid overspending. Your 2025 bank account will thank you!
Lean into your routine. Real estate schedules can be unpredictable and, at times, chaotic so a consistent routine can work wonders. Establish set times for healthy meals, exercise, and sleep and stick to them to help you stabilize your energy levels and mood, making it easier to handle (waves hands) all the things.
Stay connected to avoid feelings of isolation. Attending community events like holiday markets or industry networking events, scheduling a coffee date with friends, or virtual visits with long-distance loved ones will help you engage and fill your cup!
Reflect on all the good the year has brought to you. Gratitude helps you shift your focus from perceived things that are missing to those that are abundant. Take a look back at the year as a whole and reflect on everything you are thankful for and all the positive things that happened.
Embrace rest. Sleep isn’t the only type of rest we need. Give yourself permission to pause, say no, or scale back on commitments that don’t make you feel great or align with your goals.
Seek professional support, if needed. Sometimes, despite our best efforts, we need an outside perspective to give us a leg up. If you are feeling overwhelmed or stuck, seeking the guidance of a mental health professional is a sign of strength, not weakness. There are plenty of private, low-cost resources available to help you get through a challenging time.
Did November sneak up on anyone else, or just me? When you operate in this industry, time flies and it can be easy to get caught up IN your business, but there’s a crucial time to step back and work ON your business, and that time, my friends, has come again!
The end of the year is a time to reflect on the year’s accomplishments and map out our goals for the upcoming one. This preparation goes beyond just setting financial targets—it’s about positioning yourself strategically in an evolving market. Here’s why planning now for the new year is essential and how doing so will create momentum and clarity to carry you through January and beyond.
Anticipate Market Shifts and Trends Early
Interest rates, housing demands, and buyer expectations evolve constantly. By starting your goal-setting process now, you give yourself time to analyze potential changes and prepare for them, giving yourself an advantage over those who do not. Take the time to study emerging trends, forecast potential market demands, and identify where your focus should lie in the next 12 months and use that as your compass.
Reflect on What Worked this year…and What Didn’t
Effective planning begins with reflection. Look back at the strategies you used this year and ask: What were the high points? Where did you face challenges? Pinpointing what led to your successes, as well as areas where there is room for improvement, will give you clarity as you plan. Are there areas where you need to invest more time, learn new skills, or even bring in outside expertise? Now is the time to take inventory and make those adjustments.
Define Specific, Measurable Goals
Vague goals like “increase sales” or “grow the team” rarely lead to meaningful change. Break these objectives down into clear, measurable targets. Instead of just aiming for increased sales, identify the exact percentage of growth you want to achieve. Think about the specific types of clients you want to attract or the number of networking events you plan to attend each month. By creating clear, measurable goals, you’re more likely to stay focused and committed throughout the year.
Set Short-Term Milestones and Track Progress
Big goals can be daunting, but breaking them into smaller, actionable steps can make a significant difference. Divide your annual objectives into quarterly or monthly milestones, allowing you to track progress incrementally. If you aim to close a specific number of deals by year-end, set quarterly targets and determine what actions will help you reach those numbers. Tracking progress at each step not only keeps you motivated but also allows you to make adjustments, if necessary.
Allocate Time for Professional Development
A constantly shifting market demands that we stay updated with new skills and knowledge. Whether it’s learning about advanced marketing strategies, the latest in property technology, or ways to enhance client relationships, allocate time and resources for learning. Professional development can serve as an investment in your future, equipping you with the tools to tackle new challenges. Consider which skills or areas you’d like to improve on personally, as well as those you would like to see your team develop, and include these in your goal-setting plan.
Strengthen Your Support Network
A successful year is rarely a solo effort. Take the time to evaluate your network of partners, mentors, and collaborators. Identify people who can help you achieve your goals and consider new networking opportunities to expand your reach. Whether you focus on building stronger relationships with mortgage brokers, legal experts, or other agents, nurturing your network will increase your resource pool and open doors to new opportunities.
Maintain Flexibility in Your Strategy
While setting specific goals is essential, it’s equally important to be open to unexpected changes. The market could change quickly, and your strategy may need to evolve. By building flexibility into your planning, you’ll be better prepared to shift gears when necessary without losing sight of your overarching objectives.
Use Visualization to Inspire Success
Goal-setting isn’t just about outlining what needs to be done; it’s also about creating a vision of where you want to go. Visualize what success will look like at the end of the year. Imagine your team thriving, your clients satisfied, and your business growing. When the inevitable challenges arise, this mental picture can serve as a powerful motivator, reminding you of the bigger picture.
Emotional intelligence is crucial to success in any industry, but especially so in real estate. Emotions are running high from all sides during these types of transactions, and you are generally not experiencing people at their best as they are either trying to navigate their own large financial decisions, the emotions of their client, the agent on the other side, your own stressors…the list goes on and on.
Then, if you’re in a leadership position, you have the joy of experiencing this on an exponential basis as you work to support everyone on your team. At times, everyone sharing their emotions with you can feel overwhelming. As a former Broker-in-Charge for 200+ agents this is a topic that is near and dear to my heart, as you might be able to imagine! When you work towards high emotional intelligence it helps you navigate complex relationships, handle high-pressure situations with grace, and inspire trust from those who work with you.
Emotional intelligence isn’t something that you can perfect – you’re going to have bad moods and even bad days – but working towards a higher level consistently will improve your life, professionally and personally! Here are some ways you can actively level up:
Practice Self-Awareness This is the foundation of emotional intelligence. Think about and seek to understand how you react in different situations. This will help you manage your own emotions and ensure that your responses are measured and thoughtful, not impulsive. If you struggle to do this a journal will help you recognize patterns and identify areas for growth while allowing you a private place to vent when the going gets tough.
Be a Master Empathizer Leaders who show empathy build stronger, more trusting relationships which can translate into better team performance, retention, and client satisfaction. Also, when you are actively working to empathize, it encourages those around you to as well as leading to a more emotionally intelligent workplace overall. If you’re not sure where to start, actively practice listening without interrupting or silently planning what you are going to say next. Attempt to fully understand the other person’s view before offering feedback or a solution. If you’re not sure what to say, “I understand how you feel,” really goes a long way.
Improve Your Emotional Regulation Real estate is a wild and exciting industry to do business in and, as a result, it can sometimes be hard to maintain composure. Remaining calm under pressure means you will be better equipped to make rational decisions and lead your team through difficult times. Emotional regulation means controlling your emotions in a way that prevents them from negatively affecting your decisions or relationships. Don’t read me wrong here – I am not saying do not HAVE emotions. Have all the emotions you can, just work to be aware and control how you respond TO your emotions. See what I mean?
Try this: The next time you’re faced with a stressful situation, pause, breathe, and assess from all sides before acting. My go-to here is to try to assume when someone tells me something, that I have less than half of the information. This keeps me from jumping to conclusions and being reactive because I already know that I need to seek more information before I should do or say anything. Then, I work to get the other side of the story, put together the entire puzzle, and then decide the way forward.
If you find yourself frequently being reactive, find a mindfulness technique (deep breathing, journaling, meditation, yoga… etc.) that works for you, and try to build a short daily practice to stay ahead of your impulses. It won’t happen overnight, but you will definitely see a difference if you stick with it.
Seek Feedback Even the most self-aware are still viewing themselves through their own lens. Seek feedback from trusted colleagues to gain insights on how others experience your leadership style. You can also conduct regular 360-degree feedback sessions where your team can anonymously share their thoughts. Be open to this feedback and use it as a tool for growth!
Develop Relationships and Social Awareness Make time to connect with your team. Regular check-ins and showing genuine interest in their well-being can strengthen your relationships and inspire more collaborations and growth across your organization. As you spend time with your team, make it a habit to observe non-verbal cues like body language, tone, and facial expressions. This will help you to read the room and gain insights into unspoken feelings or concerns, allowing you to address them proactively and foster an environment of transparent and respectful expression.
Emotional intelligence isn’t just a “soft skill” it is critical to creating an organization where your members can thrive and want to remain long-term. Get started with these ideas and start building your emotional muscles!
We hear about agent safety measures, but is this something that you have policies and guidance for within your organization?
If not, we’ve got you! Use our Safety Tips for Agents list as a guide to discuss ways with your agents to be more aware of their surroundings, be proactive about their safety, and arm them with exactly what to do should they find themselves in a place where they feel uncomfortable.
Above all, slow down and trust your instincts. No transaction, client request, or amount of money is worth your safety!
Mark Twain said, “If it’s your job to eat a frog, it’s best to do it first thing in the morning. And if it’s your job to eat two frogs, it’s best to eat the biggest one first”. While this advice is evergreen, it’s especially important during the summer months to ensure that you are accomplishing what you need to and still have time for fun activities. Here are some things to consider as we refresh on this strategy:
🐸In the long run, this approach will help you overcome the fear of difficult tasks or stop procrastinating on them. This leads to a boost in productivity and a reduction in stress levels as you will feel more in control of your day.
🐸More challenging items require more effort, and if you leave them until the end of the day it is highly unlikely that you will be more motivated to complete them at the end of the day than the beginning. Decision fatigue is real, and knocking out your important work first will take less of a toll on you mentally throughout the day.
🐸In real estate it’s wise to leave time in your day for the almost guaranteed reactive items that come your way. If you have already completed the must-do or most challenging item, you will be in a much better mindset to tackle the whirlwind than if you are still trying to complete a project.
🐸Summer schedules, especially for those of us with school-age children, can often be challenging even though they are jam-packed with fun things. Different drop-off and pick-up times and weekly shifting schedules with camps or childcare often leave either us or people on our team feeling frazzled as a baseline. Knocking out your most challenging or important items first allows you to have more ease in the rest of the day knowing that the heavy lifting is done.
🐸Take a look at your work management system and while you are listing out everything you need to do during the day, begin to prioritize the most challenging and must-be-done-today items first. Knock those out very first thing and create a habit of doing this every day so that it carries you throughout the entire year.
🐸 More effort doesn’t always yield more results. Figuring out how to accomplish the work you need to do within working hours is important not only for your business but your mental health. Many of us believe that adding hours to our work week will help us accomplish more, but that will take a toll mentally, emotionally, and physically ultimately leading to lower production and other unwanted side effects. Rather than more hours, most of us just need a re-set to our approach to work and how we manage our time.
It was Shark Week this week on The Discovery Channel and, while there is always more to learn about the behavior and anatomy of these fascinating creatures, they also give us some examples of traits that we can emulate to help us as sales professionals. Don’t worry, I’ll try to keep the puns to a minimum.
🦈 Keep Moving Forward. Sharks need to stay in constant forward motion to breathe. If you get hung up on an unsavory encounter with a prospect or any number of challenges that happen during a real estate transaction you may also (metaphorically) be finding it hard to breathe. Overcoming challenges is the name of the game in real estate, so actively practicing ways to not get overwhelmed when the inevitable happens, will ensure that you can keep moving forward to take care of your other clients or prospect for new ones.
Ideas on how to do this: Keep a sales journal to write down what went wrong and ideas of how to prevent it moving forward. By getting it out of your brain and onto paper, you won’t weigh yourself down by holding onto that negative encounter. Practice mindfulness and establish a strong life and work balance. If you’re not teetering on the edge all the time, you won’t be so reactive as a baseline when things don’t go your way.
🦈 Know Your Role. Sharks are apex predators and are very comfortable with their position on the food chain. As a successful sales professional, you are in the apex position of your market. Figure out where your time and energy are best spent for maximum results and then use tools, the power of your team, and outsourcing to accomplish the other items. By trying to do everything, you may dilute your best strengths. Knowing your role within your organization or community will help you dig deeper on what you do best and allow others to do what they do best.
🦈 Sharks AREN’T Mindless Killers. Shark Week illustrates that there is a lot more to sharks than their earlier reputation of being just mindless biting killing machines. Sharks are curious creatures, but they aren’t just biting everything in the sea. In your prospecting and relationships exercise your curiosity about the other person, their experience, and what they want to accomplish. Avoid being the mindless “killing” machine just trying your sales pitch on anyone who will listen and dig deeper to establish a relationship where you can be the one to help them with their real estate transactions for life.
🦈 Don’t Let Fear Stop You. Yes, there are sharks in the ocean and yes, there is a very VERY slim chance that you could meet one while you’re swimming. But you shouldn’t let that small chance stop you from enjoying a day at the beach. Don’t let fear stop you from trying that new tool or prospecting strategy! Being bold will help you keep your place as the apex salesperson in your market!
🦈 Stay Sharp. Sharks have between 5-15 rows of teeth, depending on the species. This means as one tooth becomes dull or falls out, there are many more ready to slide into its place allowing the shark to always have a mouth full of tools to get its job done. You can stay sharp in your profession by carving out time to learn about new tools and strategies that are being used successfully by others in the industry. Read books, listen to podcasts, mastermind with others outside your market, take classes, and attend conferences. Continuous learning will help you to stay sharp!
I attended this webinar on June 27, 2024 and these are my notes:
The real estate industry is ever-evolving. It wasn’t too long ago that we were waiting by the fax machine for the latest listings.
Everything new, everything that changes, is to keep you in the industry at a higher level with what the consumer and the market requires. Don’t let changes scare you into leaving the industry. Be aware of what is going on, look at it as an opportunity and not something to be fearful of.
Just focus on doing the next right thing right. The only thing you can control is getting better every day and make sure that you are always coming from a place of contribution.
Are you showing up like a pro to your buyer meetings? You should show up to a buyer meeting just like a listing meeting.
This is going to be an environment where if you don’t own your professionalism and own your work, you are setting yourself up to fail.
How can I make my agents feel confident in presenting themselves as buyer agents?
If you are confident in what you are doing, you are set up much more likely to succeed.
Make efforts to understand the mind of the consumer and map out a path for your agents so that you are setting them up to be as confident as possible in their unique selling proposition. What makes you be you?
Can you share your unique value proposition in your sleep? Does it roll off your tongue?
Create a roadmap for your agents to lead them down a favorable thought pattern. The anxiousness and nervousness of what is “about to happen” is worse than actually doing it. Start practicing and acting as though the deadlines are already in place for your area.
Five steps to lock down every buyer agreement:
Have a unique selling proposition. Create this and practice your elevator pitch. Everyone on your team will do this differently and that’s good!
Master the materials within your buyer presentation. Put together a powerful presentation, much like you would with a listing presentation in order to confidently educate your potential buyers so that they feel comfortable and confident in you to represent them.
Have something to show your clients. Give them value and a resource and it will be easier to ask for a commitment from your prospective clients.
They turned their four page presentation into a 26-page bound buyer book. They added pages that talk about real estate fees, competing with multiple offers, reviews and endorsements.
They also have a workbook that they bring to the buyer presentation that they give to the buyer that helps them walk through the process and helps them really nail down their goals and what they want to achieve in buying a home.
Make sure you’re taking notes during the meeting. Make a checklist of what your next steps are. Taking notes also shows them that you are invested and paying attention to their detailed needs.
They’ve also created a digital version of their buyer presentation to show on an iPad.
The goal is to have your agents feel confident that they can comfortably represent anyone and handle any situation.
Examples of the buyer guide:
They added pictures of each agent, information about them personally – their likes, interests, pets, hobbies, etc. so these are really personal and helps them to know like and trust the agent.
Even if you’re a solo agent, talk about the people who help you and are part of your team.
Discuss competition openly as well as fees.
Discuss risk management as part of why you need to use an agent. Most people don’t know what to look out for when purchasing a home. The biggest piece of the puzzle that brings value to a client is not open a door or sending e-alerts. The biggest value is helping them to find a property AND get them to the closing table.
When you talk about risk management, it immediately elevates your position.
Each page should be its own resource and you can hit the pages that make sense for the type of buyer you are working with. Merely having a tool like this elevates your position with the potential client.
Add pictures of specific clients with reviews that are tailored to the agent using the buyer presentation. Use the ones that refer to you by name. Show all reviews – especially ones where you solve a problem within a transaction, not just the fluffy ones.
Don’t let the technology scale you out of the relationship part of this business. Work hard on building relationships so that they remember exactly who you are, how to reach you, and how to find you for their next transaction. You want to work with people for their lifetime.
Here’s the workbook preview:
This helps to set expectations and help the client avoid pitfalls up front. This will work for first-time buyers or experienced investors.
Lenders are going to play a big role in moving forward. Ensure that you are setting the stage for everyone to communicate and work together early on in the process: during the buyer presentation.
Go meet with your lender partner and bring your buyers in so you can solidify that you work as a team. Discuss with your lender how to navigate the new landscape of buyer agency so that you are speaking the same language.
Final three steps to lock down every buyer agreement:
You can really show your value by the way you handle the objections that are sent your way. If you are representing someone and there’s an objection, be thankful for it so you can address it now and get everyone back on the same page. “That’s a fair question, I totally understand how you feel. Thank you for bringing that up, do you feel like I’ve answered this well for you?”
Don’t practice on the consumer. Practice with your colleagues, friends, your dog, whoever. Don’t practice live with the consumer. It’s good to get perspective outside of the industry and practice with someone who isn’t in the business.
Accountability. Set up accountability checks and meetings with your teams.
Morning huddles, accountability partners, etc.
Get started NOW. Don’t wait for the deadline to come for you and your area. Start now, practice now, and start using this with your clients now. Waiting until the deadline starts will not be what sets you up for success.
It’s never been a bigger deal for you to know your industry, know your facts, so that you can be the advocate and lighthouse for your clients and community to buy and sell real estate.
Here’s the link if you want to buy the template for these presentations and workbooks, otherwise use them as inspiration to create something similar to wow your new clients! https://www.lockdownbuyers.com/buyeragentpropackage–538ba
This webinar was presented on June 21, 2024, and here are my notes.
Hosts: Tom Ferry, Jimmy Mackin, and David Childers
This is a skills, marketing, and follow-up market. A lot of agents weren’t ready for the shift into this environment.
When 2024 started, we were a little rosy about how things are going to be. The market hasn’t changed that drastically from where we started at the end of the year and we are now in a political cycle making the existing market even more challenging.
The commitment we are going to make is going to be now for the next 12 months. They will help us with the mindset and the marketing that we need to get through this market. 1M+ agents in the first four months of this year took zero listings according to his experts reporting. Their goal is to help us avoid this.
Go to TheListingChallenge.com to download their app named In Here to get live roleplays, marketing and more for free!
David Childers explains his take on the market. You can find all his slides on The Listing Challenge.com. The #1 question he’s getting is about what’s ahead for the second half of the year.
4.8M homes were sold in the US in the last year. Many people are wondering if the market is going to crash. Lack of housing inventory is what is keeping the prices up right now. A crash is unlikely due to a tremendous amount of demand for homes in the US.
88% of the mortgages in this country are below 6%. 88%. Not everyone will make a decision based on having a low mortgage rate, but people are going to do everything they can to stay with those low rates.
Be the knowledge broker in your local market.
Use this line for prospective sellers: “If the only thing you love about your home is your interest rate, we should talk.”
We saw unhealthy price appreciation in 2021 and 2022, but we will see a more normal path of appreciation in this period.
It’s unlikely that we will see 5% rates this year. There will probably be 1 rate cut this year. Overhwelmingly the banks are saying this will likely happen in September of this year.
We will probably see one rate cut this year, but not many more, and there will not be a big tsunami of things shifting.
Jimmy Mackin on marketing for listings. They’ve learned that getting busy isn’t the hard part, it’s staying busy. You need to be on offense and taking action all the time.
Today’s Agenda:
Generate Buyers
Leverage Buyers for Listings
Sell your Success
The order of operations matters in this. First, you generate high-quality buyers that you can leverage as an asset. Create the right hook or offer to get buyers excited to work with us.
(He’s using this thing where his body is over the screen, so don’t mind those smudges, it’s Jimmy’s shirt, etc.)
Focus on the parts of the market that are the hottest. Fewest DOM and most demand within your farm.
If something works in one channel, extend that strategy to another channel. Take a screenshot of the map of the area you’re focusing on and make a story post that looks like this.
Use the responses that you get to build a relationship with these people.
Step two: Leverage these new buyers to send this letter to.
This letter is very specific about what the buyers are looking for and the timing. It’s low pressure calls to action that has been proven to work.
Qualify these buyers and turn them into letters that you send to your farm.
Look for people who have owned their house for 5+ years and have 40% or more of equity, and find the most desirable neighborhoods. If you don’t know where to find this information, ask your Title rep to help you.
Marketing is all about stacking the layers of campaigns. This is how you drive results within the business. Hit the phones and circle dialing the area that you sent the letter to.
This is a great way to get the conversation started and get your foot in the door.
Send the email campaign, post on social media, get your list together of people you want to target, send your letters, and then start using the above script to create the conversations that generate action.
This helps you find off-market listings and generate inventory.
Show your sweat. Talk about what you are doing to generate this action for your clients. Sellers don’t want to sell because they are locked into a super low interest rate. By showing them that you are capable of helping them find somewhere to go, even if they can’t see it right now.
Use this letter to send after you’ve helped someone do this.
Putting all of this together, you have a cohesive strategy to generate action from your database and create some momentum with your listings.
Go to ListingChallenge.com and register for these slides within the app.
They will do this on the third Friday of every month. This market is one of the most challenging that they have ever seen and they want to challenge us to step up and take action. Get outside of your comfort zone and give this a shot.
