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Transcript

My Listing Isn't Selling: What You’re Doing Wrong and How to Fix It · The Real Estate Agent Playbook

• 0:00
  Why isn't your listing selling?
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  The truth is we're marketing to an old market.
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  We are so used to things moving so quickly that all of our marketing packages and
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  all of our listing presentations and all the fancy stuff that we do are put
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  in place in a much different market.
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  The market has changed, it's not crashing, it's not doing anything, but if the market
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  has changed, so should your marketing.
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  I have a few ideas that I think will be game changing, so stay tuned.
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  What's up guys, Jeremy Kane, Real Estate Agent Playbook, helping you win every
• 0:34
  single day at the game of real estate.
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  I am so excited for this one, as I was at a mastermind with a ton of
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  great people yesterday, and this just came to me, and I'm bringing
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  it straight to you right away.
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  So while you're here, like, comment, subscribe.
• 0:48
  If you know me, this is exactly what I love to bring to you on a daily
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  basis, weekly basis on YouTube, on the podcast, on my Instagram channel.
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  So check me out across the board and share this with somebody that you think could
• 1:00
  benefit from it in the real estate game.
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  So recently I have.
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  You know, 100 and 125 agents that I work with, I coach a few others.
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  I have been hearing something over and over and over again, and it's from
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  agents who are used to crushing it, who do really well, who have listings.
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  And they say my listing isn't selling.
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  How should I, you know, have the conversation for a price reduction?
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  The truth is, is that we have put all of our ducks in one
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  pond right at the beginning.
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  It's been so essential to get these listings launched so they can go
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  under contract in the first weekend.
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  Your listing may be doing that.
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  Your listing may not.
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  I think it's a mixed bag.
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  It's a mixed bag of a lot of things that are going into our dynamic
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  market at the But for the most part, five, six, seven agents calling me
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  saying, Hey, this is what my issue is.
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  What can I do?
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  You know, to, to satisfy my, you know, clients to get this property sold.
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  And the truth is is that we are so used to being like, okay, here's the launch plan.
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  We're going to do our video.
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  We're going to have the brochures.
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  We're gonna have the sign.
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  We're going to have the staging.
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  It's all going to be done right up front.
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  And there is a certain piece of this that still has to be done up front.
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  But I think that Different marketing tactics that we
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  are doing can be spread out.
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  And this may be a little bit more marketing effort on your part, right?
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  But if we can spread out our marketing efforts, certainly with a very
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  important, you know, having the, the main things up front for the launch,
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  but the marketing efforts, especially utilizing different forms of social
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  media, short form content, long form content, different groups and strategies,
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  I'm going to dive into all of that.
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  And actually, if you want my listing playbook comment, listing playbook below,
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  I'm going to give you a general idea of what my four week listing strategy plan
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  will be granted, make adjustments, know your market, know your days on market and
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  expand or shorten as you feel necessary.
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  But how cool would it be for you to have that weekly check in, which I hope
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  everybody's doing with their listings.
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  And saying, okay, this week we're doing X, Y, Z week two.
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  Okay.
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  What are you doing to sell it now?
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  This week we're doing X, Y, Z this week we're doing something different and have
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  a little bit of diversity within your marketing plan and that will put you way
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  ahead because the only other thing is that we have, because we kind of, you
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  know, for lack of a better term, shot.
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  You know, shot our best shot right at the beginning, that we don't really have any
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  other strategies to continue marketing the property, to continue doing it, you know,
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  every day it can't be like, Hey, yeah, we're just calling the reverse prospects.
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  There was four, you know, this week we called those agents and
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  they just didn't show it right.
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  That can't be what.
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  What we're offering, we have to be showing more and more.
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  And if this is a little bit more of a delayed release of your marketing
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  tactics, that's exactly what it's going to take, but it will make those
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  conversations with sellers so much easier.
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  And then beyond that, make sure that you have some.
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  something.
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  Okay, when we do have a price reduction, how are we having that conversation?
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  Practice your scripts with your, you know, groups and the people within
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  your team and talk about how you're going to have that conversation.
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  Price reduction conversations have always been a thing in real estate.
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  In fact, this market is actually much more normal than we have
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  seen over the last 55 plus years.
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  So this is where it can all come together.
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  An amazing value proposition is when, okay, We're going to have
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  that conversation where you get the price reduction, but after the
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  price reduction, we're also going to market X, Y, Z, and then week two,
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  we're going to do the same thing.
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  And so you continue to, you know, put that out there and put it
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  out to as many people as you can.
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  And then at the very least, just pull your analytics from your social channels,
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  pull your analytics from your, you know, QR code on your sign and make
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  sure that you are highlighting how many people are seeing that listing
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  every single week, regardless of its.
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  A basic impression, or it's a, you know, buyer lead that you get from a sign call.
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  Make sure you're, you're reporting that back in those weekly meetings.
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  It's not just like, yep, we had two showings, and you got the feedback
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  automatically through the showing service.
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  And, you know, they say that it backs the power line, so, like, we just need
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  to find somebody that doesn't like that.
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  Doesn't mind living under power lines.
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  That's not our job as agents.
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  And we need to bring more value and we need to understand the market so that
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  we can make the appropriate marketing.
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  So you say, well, Jeremy, like, what else am I going to do?
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  I do the staging that obviously has to be done the first week I do, you know,
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  a video, please, please don't do the virtual tours with the moving photos.
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  That's not a video.
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  You're not on video.
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  Do a video where you're in it.
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  You know, capture some of that opportunity to expand your brand.
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  if you have any questions about that book, a game plan call below, and I'd
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  love to chat with you on that, but we need to expand what we're doing.
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  Right.
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  So for an, a brief example, right, we're going to do a long form video.
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  We're going to put that out on socials.
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  We're going to put it out to.
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  You know, my YouTube channel and my personal socials and we're gonna,
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  you know, see how many people get.
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  I have, you know, 1500 real estate agents that follow me.
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  Most are in Denver, you know, whatever your friends and, you
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  know, even that even further.
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  I was talking to an agent in Georgia and he got his start and he's absolutely
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  crushing it by just sending it to 5 to 10 that he said 50 people on
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  messenger and saying, Hey, we're Would you mind, you know, sharing this out?
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  This is my new listing and so on, um, strategically partnered, you
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  know, with people and asking them to share their, the listing on their
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  socials, expanding the horizon, right?
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  So anything like that, that you can do, but maybe we're saying, okay, week one,
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  we're going to do personal social blast.
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  We're going to have that long form video.
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  We're obviously gonna put it in MLS.
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  We're gonna have the brochures printed.
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  We too, actually we're going to shift our focus to these Facebook
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  groups, these industry Facebook groups, these niche specific, right?
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  If we have a horse property, we're going to get it out to all the
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  farm and ranch and horse property sites that we're allowed to do.
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  Make sure you're following rules in those Facebook groups.
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  But, as we go, the Facebook groups, the different, people in your
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  office, you know, whatever you can.
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  Kind of connect with those and make sure you're sharing it.
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  So you're going to get a little bit bigger and then you're going to post
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  a, you know, a short form vertical video on, you know, the master suite
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  and everything about it that you like about it and everything that the, the
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  sellers say that they love about it.
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  And then we're going to go to, you know, week three.
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  Right.
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  Still hasn't sold.
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  We're still pushing.
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  We're then going to maybe have a broker content open where brokers
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  come in and they can just record it, get five or six of your, your buddies
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  who are in your office and say, Hey, would you guys just come over?
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  You can shoot the video.
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  You can do it.
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  You can use it in branding, but we're just going to blast it out.
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  Right.
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  And that's how we're going to get there.
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  And then week four, maybe we're.
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  I'm doing something a little bit different with social media, maybe throwing it
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  out on LinkedIn or something like that.
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  But as you can see, if you set it up based on your profiles and your
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  personality, you can slowly roll this out.
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  And week two, you had, you know, a short form video, the kitchen week
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  three, you had a short form video, the pool or the backyard, or, you
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  know, week four, maybe you have local restaurants and, and that kind of stuff.
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  And maybe you're going out to those local businesses and trying to, you
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  know, speak into, you know, interviewing them and talking to them about the.
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  The listing that you have marketed because their customers are going to come from
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  the people that move into that listing so you can really blow this up and you
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  can make a very detailed marketing plan, but the beauty of it is, is all of this
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  marketing, as you know, right, open houses, social media, whatever is helping
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  your brand out as well, and they're seeing that you're actively in the market.
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  So everybody on your socials knows that you're a real estate agent and is reminded
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  with good quality content, not just like, is it a good time to buy or sell?
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  Absolutely.
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  Real estate, 40 times greater wealth.
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  Like that's not what we're trying to do here, but the ability to use
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  this content to build your brand while marketing your listing to your
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  community is absolutely unmatched.
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  So what I'm saying here is.
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  It should be an opportunity for you to market a property until it sells.
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  It shouldn't be, okay, four days, blast, here we go, and then we're
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  just sitting there waiting, you know, praying that the house sells in MLS.
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  We're better than that and we can bring a better attitude to that.
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  And it doesn't mean that you're not better.
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  You know, focusing on the launch and providing a lot of marketing upfront, but
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  staggering out the rest, the ancillary marketing ideas is absolutely huge and
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  will bleed to many more conversations and you're still continuing to market week
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  one, week two, week three, week four, and that's exactly what we need to do.
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  You say, Jeremy, well, my listing sitting and I didn't get
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  all that content on photo day.
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  So what do I do?
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  Get your butt in there.
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  Go do some, you know, different content, creative content.
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  If you need help, use chat, GBT, just say, Hey, what are some creative
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  videos I can do with this listing?
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  And it'll, you know, look at the pictures and do all the things
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  and give you some ideas, even give you scripts and everything, right?
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  Dialogue to post and so on.
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  So make sure you're using the tools that you are provided.
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  Go ahead.
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  To their fullest and I think that this could be a game changer again If you
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  want my four week strategy that I will absolutely include comment listing
• 10:12
  game plan below and I will send that to your associated email if you're
• 10:17
  you feel like you got enough go do this go build out your plan to match your
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  personality in your business Because you will absolutely separate from
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  your competition If you're doing this, right if you know if If the only reason
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  you're doing it is to have, you know, consistent social content, go do it.
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  This is your opportunity to do it and get ahead of the game because everybody
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  else is marketing the 2019 2020 market when really we need to be marketing
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  to this market right here, right now.
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  So hope that helped.
• 10:46
  Please like, comment, subscribe.
• 10:47
  I'll bring you all information like this as we move forward, but I can't wait to
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  see, the slow release marketing that's coming out on all of your socials.
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  We'll see you next time.
• 10:57
  Bye bye.