Latest / The Real Estate Agent Playbook / How to get more listing appointments and Convert with John Schuchman

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How to get more listing appointments and Convert with John Schuchman · The Real Estate Agent Playbook

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  If I've gotten asked by agents one question more than anything else,
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  it's how can I get more listings?
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  How can I become a listing agent?
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  I feel like I'm spinning my wheels as a buyer's agent.
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  I'm successful.
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  I'm bringing on John Shookman who did 90% listings his very first
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  year, flipped the script his second year and did 90% listings.
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  So I'm excited for him to share his story and his information as always.
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  Connection links and everything will be in the show notes in the description on
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  youtube So check that out would love to connect with You with him and if you're
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  interested in partnering with him and I at the wolf pack There will be information
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  on that as well in the description But without further ado, let's bring on
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  john shookman of lancaster pa to tell us his secret to getting more listings
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  What's up guys we have John Shookman.
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  He might as well be the host of the real estate agent playbook these days We have
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  him back to talk a little bit quickly about his seller strategies Obviously,
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  you've known the story you've heard the previous two episodes over the last
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  month or so with him So John today, we're gonna dive into listings Tell us
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  a little bit about you know Your history with listings and kind of where it where
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  it all started and where you're at today Yeah, a lot of people ask me this because
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  they're like, I want to list homes.
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  Well, and here's what I would say, and this is going to be the
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  simplest thing I say all day.
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  You got to do something different.
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  And you learn that a lot of talking to Jeremy and learning from Jeremy.
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  My first year I did, I think 20 transactions, 90% of them, right.
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  All but two.
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  was buyers.
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  And what I learned was it was exhausting.
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  Okay.
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  So if you want to get into listings, you have to say, what am I going to do?
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  Well, this in all my coaching, Jeremy, this is probably the number one question
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  I get asked, which is why I wanted to talk about it on my podcast there in July.
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  But the thing is, well, what are you doing differently?
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  So from year one to year two, I flipped it.
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  So year two, Year two was 90% listings, right?
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  And people say, well, how?
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  Well, and, and let me just tell you, this is not rocket science.
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  I am not going to like share like the secret of life right now.
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  I'm going to tell you something.
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  You're going to be like, oh yeah, that's pretty simple.
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  Why didn't I think about this?
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  And one of the things and you can go on my podcast.
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  I talked a lot about it there at the end of the July, but
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  I work hard for the client.
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  So one of the things I think about in the business is how are you
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  going to like, what's your plan?
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  What's your strategy?
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  I'll ask agents all the time, say to me, I want to get better at listings.
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  And I say, what's your listing strategy?
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  And they go, Oh, yeah.
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  What I don't know what you mean and I'm like, well, that's why you're not
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  getting listings So if you meet somebody at the grocery store if someone meets
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  me right now at the grocery store and say they say John What will you do?
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  And how will you get my home sold?
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  I'm like, well, here's what I'm gonna do I'm gonna pay for professional
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  photos and here's my strategy and then I walk them through Like I need
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  one week to have the home ready And they go, well, what do you mean?
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  And I'm like, we're going to get pictures taken on a Friday or Thursday.
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  It doesn't really matter, but I need those pictures back by Monday.
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  Okay.
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  All my listings, this works.
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  I have never in my career had a listing last longer than six days on the market.
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  And again, that also helps to get more listings because if someone's sitting
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  there or had to pull their house, you say.
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  Look at my results.
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  I've never had a home last seven last a week.
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  So, so, so what I say to them is I've never had a home last that long.
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  And here's, here's what I do.
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  I talked to them about my strategy.
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  So professional photos and drone and video and I pay for it out
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  of my pocket that stands out.
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  I'm not sitting there with my iPhone 13 taking pictures of your house realtors.
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  Can you stop doing that please?
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  It's annoying and it makes you look like an idiot and not professional.
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  So that's what I just say to the client like, okay.
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  I showed them the results and they want to list with me most of the time.
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  Here's the other part is I, the way I've had success is I leverage
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  and I mean that in two ways.
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  When we are, when we about to go under contract, I'm going to leverage
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  those offers against each other.
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  Okay.
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  I am going to say, you know, I had it recently where I said, I had a
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  home that was listed for 250, 000.
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  My highest offer was 2 65.
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  Okay.
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  And I had, two, I had six offers, but two were like the most competitive.
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  So I said, would you like to make any adjustments?
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  The one was at 2 60.
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  They weren't even the top offer, but I, or, and I said, would you like to make
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  any adjustments, even the top offer?
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  I said, no, I wasn't dishonest.
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  I said, we are very close.
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  Do you want to make any adjustments?
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  So the two 65 offer went from two 65 to two 70.
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  And they, they took their appraisal gap from 5, 000 to 12, 000.
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  I'd basically made the clients between these two offers going back and forth.
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  I made them an extra 10, 000 by having two or three conversations.
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  Right?
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  And so that's the thing where like some agents were like, Nope, highest
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  and best by Monday, which I think is the dumbest thing I've ever heard.
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  It basically to me says, I'm lazy and I don't want to negotiate.
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  That's what it says.
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  So be willing to negotiate and, um, kind of leverage those offers.
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  And here is like the one that I think realtors mix miss all the time.
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  Okay.
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  When that home went under contract recently, we were out there.
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  So we were actually on our way to church Sunday morning.
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  I said, I need to film this video.
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  Will you do it?
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  And my wife did it almost every single time.
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  I am there taking a video or at least doing a social post
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  talking about the success.
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  So if you go to my Facebook, John Shookman, and sometime mid June,
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  there's a video I in that video.
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  I said.
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  This is John Shukman, eXp Realty, here at whatever address in
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  Mountainville, we changed out the signs this morning, Sunday morning.
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  We weren't even on the market 36 hours, right?
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  And so then I say there were six offers.
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  So many agents are like, I want to do more listings.
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  And all they talk about on social media is their buyers.
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  Oh, this buyer is under contract.
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  This buyer is under contract.
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  This buyers.
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  I learned very quickly that one of the questions I got asked a lot in
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  like my, like six to nine months into the business, maybe even like nine to
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  12 months was I see you help buyers.
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  Do you do listings as well?
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  And that was like, oh crap, I'm not getting listings.
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  Cause I'm not talking about that.
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  I'm a listing agent.
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  So now.
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  I can talk about right.
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  I was luxury certified listing agent, et cetera.
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  And so again, like your social media people, like whatever it is that you talk
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  about, is what people think of you as like, there are people that still say to
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  me, even though I try to leverage this more like, Oh, do you list houses as well?
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  So, and leverage that success at the end.
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  Like I'll be there.
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  At settlement day, I already recorded the video like, Hey guys, we're here,
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  blah, blah, blah, whatever address.
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  We got 20, 000 more than the list price.
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  And I talk about how I worked for free in the video, how that
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  commission that no one wants to pay.
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  I got more than what they thought they'd get for the home.
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  So I know that was pretty long, but that's kind of how I've like
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  leveraged some of those things and leverage social media in my business.
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  And I'll talk a little bit about my strategy.
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  And it's funny because they're both very simple, right?
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  I'll talk about my strategy next week on, on the episode.
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  But John's strategy for listings is have a plan, right?
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  And when you get it, have a plan to leverage it.
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  Don't, don't just, you know, get it and figure it out from there because by that
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  time it's closed and you have no more leverage to, to multiply those listings.
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  And, and I'm sure that that's exactly why he, he flipped a
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  script in, in year two on that.
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  So that's, that's really powerful.
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  My, my strategy just to sneak peek in the next week is.
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  You need to have conversations with people that own homes.
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  So people that don't own homes, can't sell homes and can't become listing.
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  So, if you're looking at that to, to pretty successful agents here, getting
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  pretty basic and in this lead driven paid ad paid paid world, everybody wants
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  to find those listing leads, right?
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  And the truth is, is that leads are kind of not even in my vernacular.
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  I know people love leads, but I'm saying you have to have conversations.
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  And, and until a lead becomes a conversation, it's, it's worthless.
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  And, and so that's, that's that.
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  So just the next level of partnering stuff with John there.
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  And, and that's why his membership is so successful.
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  He brings it back to the basics and it's implementable without
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  a huge budget and all of that.
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  So I super appreciate that.
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  John, talk a little bit about the membership and about how, how you're,
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  you're helping those people kind of answer those questions and, and
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  take it to the next level from very basic to, to kind of next level.
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  What, what are you doing?
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  In that aspect for you, for the membership or your reps organization.
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  Yeah, absolutely.
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  Well, first I'll just say like, you know, I, I think one of the things too,
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  is listen to what Jeremy just said.
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  Like Jeremy doesn't pay for leads.
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  I don't pay for leads, like stop doing things that
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  successful agents aren't doing.
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  Right.
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  Look at the successful people around you.
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  What are they doing?
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  You know what?
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  Guess one of the things I've been trying to do later is like get
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  on a schedule, go to bed earlier.
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  Jeremy's going to yell at me about like, get up earlier.
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  Cause that's what successful people do.
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  Right?
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  And so I don't sit there and go like, Oh, Jeremy is successful.
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  I want to learn from him.
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  Oh, you do this?
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  No, thanks.
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  I don't want to learn that.
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  Oh no, I'm going to go pay for leads when all these successful agents aren't.
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  So, but yeah, I appreciate the opportunity, man.
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  I think.
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  I think the biggest thing is, through the membership and mastermind, I, I teach
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  realtors the things that, that they don't even see as potential in their business.
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  So, I'll share really quick about, someone in the membership that we both
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  appreciate and know very well, Jeanette and Jeanette was, I will, I'll just
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  share her first name and not kind of give you any more details, but she was
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  kind of going for a luxury listing.
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  And she shared on one of the calls how she had a luxury listing potential.
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  And I think so much of what we do.
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  His mindset.
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  So for instance, you might say, well, what do you mean?
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  Jeanette was on this call and she had some questions.
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  So we were all talking about it.
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  And she's like, well, I've never done a luxury listing before.
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  What?
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  Like, I, I don't know what I'm going to do.
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  I'm worried about it.
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  And I'm like, okay, stop.
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  I like stop the call.
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  And I interrupted her and I'm like, I'm sorry to be rude.
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  I'm like.
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  Okay, we're going to stop saying that like immediately.
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  She's like, what are you talking about?
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  I'm like, you have not done a luxury listing yet.
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  And she was like, interesting.
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  And so she's like, and I'm like, no, no, we're not moving
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  forward until you correct it.
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  She goes, okay, I have not done a luxury listing yet.
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  And I think it's.
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  So much of it is mindset, right?
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  If you say I'm not a luxury listing agent, guess what you won't be.
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  If you say I'm learning and I haven't done it yet, you will be.
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  And so I think a lot of what I teach is mindset belief, that you can be successful
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  in real estate, whether you're 20 years old or 40 years old, whether you've sold
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  one house or hundreds or none, there's potential for all of us to be successful
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  in our real estate business by using.
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  Some of these very, very basic things that we kind of were so busy
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  with showing homes and this that we forget about this basic stuff.
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  So yeah, that's funny because Jeanette in that call, I was, I was like unmuting,
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  trying to talk faster because I was like, what, like who, like what's luxury?
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  Does it still have a door?
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  Does it still have a kitchen?
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  How about a furnace or, you know, a heating system, whatever.
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  You know, and, and there's so much push because of these luxury brands, right?
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  There's so much push that, you know, you have to go through this luxury
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  certification, you have to go through this, you have to go through that.
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  It's still a house.
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  There's still a deed.
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  There's still a loan.
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  There's still, it doesn't matter.
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  The number is just a little bit higher, right?
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  And show up to a luxury listing with video, with a marketing package.
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  That's really the only difference is do that.
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  And you can probably.
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  Double click on a couple of Google searches and get a great marketing
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  package for a for a listing, you know If you need that obviously We offer
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  that to all of our our agents at the wolfpack and things like that and exp
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  has a great luxury division And here's the deal What people don't understand
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  is all the luxury agents that built the luxury model at these other brokerages
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  Are coming to brokerages like exp?
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  And building out what is a luxury division, but they're not charging
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  people an arm and a leg to get into it.
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  And so, the luxury space is a joke, right?
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  Like, in Colorado and Denver, the luxury cutoff, you know, self proclaimed by
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  I don't know who, some house along the way or something, is a million dollars.
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  Well, our average price point is 850, 000 right now.
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  And so, if your average price point is only 150, 000 less
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  than luxury, what's luxury?
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  So, so it's all just, it's just a mindset.
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  Luxury is, really being pushed by some of these brokerages that kind
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  of have the luxury brand, which their luxury brand is just like a paint your
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  signs, black and white or blue and white or maroon and white or whatever.
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  And your luxury.
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  And so that's, that's something to really consider there.
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  And, and there's no mindset.
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  I don't care if I'm going for a 200, 000 listing or a 2 million listing,
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  I'm going there to build rapport with the client and do the things.
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  And we'll talk a little bit about my listing strategies next week.
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  So thanks so much, John, for that.
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  Where can people find the membership and have access to you to maybe ask
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  you a couple of questions and pick your brain on, on, Breaking this huge,
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  I mean, the number one question we get in lead generation conversations
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  is how do I get more listings?
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  Like hands down, every agent wants to be a listing agent.
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  So where can people connect and have that conversation with you?
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  Yeah, absolutely.
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  Social media, right?
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  John Shookman website, the real estate.
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  State survival guide dot com and you're welcome to text me.
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  I know we recorded a few and I don't care.
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  You can send me a text and I'll jump on a call with you and
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  just try to help 610 568 4651.
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  Really I want agents to find and be successful and, not right.
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  You don't have to spend 20, 000 on a course to get it right.
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  You can find it.
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  And actually most of it is probably within yourself and you just
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  have to have that uncovered from somebody like myself and Jeremy.
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  Yep, absolutely.
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  And if, if you're in partnering with John, you can talk to him there, but
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  also if you're one of those people that just needs a little more trust
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  aspect, check out his podcast, he won't even know you're listening to it.
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  He, demonstrates great value there every single week.
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  Two, three times a week, sometimes when he's getting crazy.
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  So check that out as well, but thanks so much for, for your time today, John.
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  And, we'll see you on the next one.
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  Thanks bro.
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  Three times a week, Monday, Wednesday, Friday.
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  I'm, I'm, I'm a crazy person, but I love it.
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  And he won't even know.
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  So you can be that creeper, just checking him out, making
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  sure he's, he's the real deal.
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  Thanks, guys.
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  Thank you so much for tuning in.
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  If that got you excited, if you have more questions about his strategy and
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  how he became a, you know, focused listing agent after being in the
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  business for just one year, please reach out to him and connect with him.
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  As always, please like, comment, subscribe here on The Real Estate Agent Playbook.
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  If you're listening on podcasts, please share this as
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  we're growing that community.
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  Leave me a review, I would love to be of assistance to
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  you, any way I can, as you know.
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  So thank you so much for tuning in, connect with John, and I look
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  forward to hearing from you soon.
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  Bye bye.