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Agent Change Series: Transformative Marketing Strategies for Agents · The Real Estate Agent Playbook

• 0:00
  Are you ready for the future of real estate?
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  There's three camps going on right now.
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  There's the agents that don't think the future will be
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  any different than the past.
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  There's the agents that are just waiting to see and then
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  they'll adapt and overcome.
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  And then there's agents who are absolutely taking a proactive approach
• 0:16
  and adjusting their strategies, dialing in their value propositions.
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  And moving forward, regardless of what the change is, because all we really
• 0:23
  do know is that there will be change.
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  So if you're in that third group, stay tuned.
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  We are going to absolutely bring it full circle, give you some transformative ideas
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  and get you moving in the right direction.
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  If you're in the other two, please watch.
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  It's a must.
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  Let's go.
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  Let's move forward together and be better for it.
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  Stay tuned.
• 0:45
  What's up guys.
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  I'm Jeremy Kane with Real Estate Agent Playbook.
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  You are immersed in the agent change series.
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  We're doing a 10 part video series to hopefully move past the negativity and
• 0:56
  everything surrounding the NAR lawsuits and start making a change personally
• 1:00
  for your business to absolutely crush whatever change may come.
• 1:04
  So if you like that, subscribe to my YouTube channel.
• 1:06
  If you're listening on the podcast, please share this with your
• 1:08
  favorite agent or somebody who.
• 1:11
  Who could use it and absolutely let's move forward.
• 1:13
  Let's build these communities and let's rise up above the negativity that's
• 1:16
  going on in our industry right now.
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  And we will all be better for it.
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  All right, so let's get into it.
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  First and foremost, we must talk a little bit about navigating the future, right?
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  We can't know what where we're going or anything without diving into what
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  might come what may become Certainly do not let this consume you All we really
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  know at this point in time is there's a settlement on the table and it's
• 1:40
  proposed, it's nothing is set in stone.
• 1:42
  However, it looks like NAR will be moving forward with these changes regardless of
• 1:47
  what the DOJ says, it might not be final.
• 1:50
  However, it's going to be a fluid situation and we need to make
• 1:53
  a difference right now in our, our businesses and our careers.
• 1:56
  So, we must accept that in a market where change is inevitable.
• 2:00
  We must act on our feet and look at ourselves introspectively and
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  figure out how we're going to move forward with the new rules.
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  Certainly.
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  Once the rules come down, we can adjust these strategies.
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  However, if you're waiting for the rules to come down in order to make
• 2:15
  some changes that in most parts seem like they'd be positive for your
• 2:18
  business, you are missing the boat.
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  So let's just embrace this change together.
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  We don't have to talk so much about the lawsuits and all of this stuff.
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  We're going to talk about innovating and moving forward.
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  Right now as we move.
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  So I've come up with three strategies of adapting.
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  First and foremost, a new focus on listings.
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  This is nothing new, list to last, list or die, all the things.
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  And this is something that we've been trying forever, but now there's a
• 2:45
  little sense of urgency attached to it.
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  And I think it's gaining some steam.
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  So if you're looking at changing into a listing agent, you
• 2:53
  have to look introspectively and I will give you a hint.
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  The only way to go from a buyer's agent to a listing agent is you must change
• 3:01
  your target avatar to homeowners, right?
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  There is no sellers if you don't talk to homeowners.
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  So that's the first little hint.
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  I actually am coming out with a webinar that will go
• 3:12
  buyer's agent to listing agent.
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  30 day plan will give you everything you need to do that.
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  If you're interested in that, it's coming out May 1st, end of April.
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  Not sure the date yet, but comment webinar below.
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  And you will absolutely be able to take that webinar for absolutely free.
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  I will send it to you, uh, before I send it to the public and start advertising
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  it on social medias, but it will give you a game plan, a blueprint to absolutely
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  change your business from a buyer's agent to a listing agent in 30 days.
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  And so.
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  First of all, that perspective has been there forever.
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  So let's kind of look at some other opportunities that might exist.
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  Next, let's engage buyers in a changing world, right?
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  Let's be transparent about it.
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  Let's have conversations.
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  Let's practice our scripts.
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  Certainly.
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  The best cold callers out there are absolutely.
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  The best cold callers because they've had repetition after repetition,
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  after repetition, certainly you don't have to have all the answers.
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  You don't have to, you know, know exactly what the lawsuits are doing.
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  However, if you're engaging buyers, instead of completely turning a blind eye
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  to them, I think you will be better off.
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  There will be a need for buyers agents.
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  In this adapting world.
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  And so how do we do that?
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  It might be a little bit of a compensation hit or whatever, but in my perspective,
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  first time homebuyers are still going to be my very favorite clients to work with.
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  First and foremost, it's fulfillment, right?
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  You're actually filling a need of somebody who probably needs your services.
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  And you know, I think we missed the boat, right?
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  I think the experienced agents that say they hate working with first time
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  home buyers are actually doing the entire industry a disservice, right?
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  It may be that at some point you might get compensated a little bit
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  less in the event you make it work.
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  But how cool is it putting someone into home ownership and
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  making that dream reality, right?
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  I'm not saying the slasher commissions, I'm not saying to be a discount.
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  However, if you get somebody in and you're a little bit flexible with
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  that commission, don't you think that at some point you might, you
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  know, benefit greatly from that?
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  Certainly.
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  And, and we'll see how it plays out.
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  In my opinion, in my market, I don't think that there will be zero listings out
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  there For buyers to purchase that do not offer some sort of broker compensation.
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  May it be a little more work?
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  Certainly.
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  However, we have to understand that the, the point and what first time home
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  buyers turn into are absolutely gold mines for referrals for repeat business.
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  And certainly over a lifetime.
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  They may use you five, six, 10 times.
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  They may refer you that many times as well.
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  And so you have to understand and kind of think about how you're going to
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  stack that value proposition and, you know, be a little negotiable on your,
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  you know, commission, certainly do what you want to do, but you have to
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  understand That no matter what happens, there will be a mass exodus of agents
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  that are trying to help those people.
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  So in my opinion, that breeds opportunity, right?
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  Are you going to, you know, build up a pool of buyers that may help you on the
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  listing side, just to hint, a lot of different things you can do, but let's
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  just start thinking creatively, right?
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  There are other ways for you to get paid besides just that
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  commission at that closing table.
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  And so.
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  That's what I challenge you to do, and honestly, I don't have all the answers.
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  So just work on being transparent, work on your scripting, work
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  on your conversations, and start with the people you know.
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  Start with your family members, your wife, your husband, whatever, right?
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  And, and work through that, but let's not just completely
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  turn our backs on that buyer.
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  And I think there's a massive potential for first time homebuyers, right?
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  Certainly second time, third time, fourth time homebuyers, those people
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  may have the equity built in and so on.
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  Then you have, you know, the whole confusion about, well, if I'm going to
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  offer a commission on this, then am I going to have to pay, you know, three
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  commissions verse two or whatever.
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  And so you have to, you know, kind of navigate through those, but just, Take
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  30 minutes a day to be creative right tap into your creative side Go to that
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  marketing brain and see what you can do because the days of just putting
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  it up there This script works all the time I mean, I just don't don't see
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  that as serving your career and your clients in the best interest so Those
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  are kind of my three, you know, people to focus on and things to focus on
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  as they're the most affected, right?
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  So if there's change and if there's confusion, that's absolutely an
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  opportunity for you to be transparent, be the knowledgeable voice in the room
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  regarding real estate and how we get paid and the market and all the things.
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  And you will not have to worry about your compensation in the future.
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  So again, all of this will kind of be covered in the webinar, comment
• 7:52
  webinar below if you are interested in getting the early sneak peek on buyer's
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  agent to listing agent in 30 days.
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  And so as we move forward, there are multiple, you know,
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  players in the real estate game.
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  So once you kind of got your buyers, your sellers, you have
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  a plan, let's build it out.
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  Let's continue to You know, maybe put that on paper or in, you
• 8:12
  know, a presentation or something.
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  So you kind of build up that unique value proposition.
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  I will tell you there will be a mass migration to these buyer presentations
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  and PowerPoint, and everybody's going to be using, you know, the,
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  the templates that all the brokerages and all the big dogs are putting out.
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  I will tell you that if you follow that phase, that's okay.
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  It's a good starting point and a foundation.
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  And I think you absolutely should.
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  However, if you've listened to any of my stuff before my listing
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  presentation and so on, which will all probably change a little bit,
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  you have to find the differentiation.
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  So instead of herding into this, you know, small gate, I think
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  of it like herding cows, right?
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  You're pushing them through or herding sheep.
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  You're pushing them through and you want to have this small, you know,
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  transition point into a different.
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  you know, area or whatever.
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  That's what everyone's doing right now.
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  So, but this lone black sheep over here is the one that usually stands out
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  and can can be a little bit different.
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  So I'm not saying don't build a buyer's presentation.
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  That's not it at all.
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  Don't think about your unique value proposition, but I think the secret will
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  be in presenting it and communicating it.
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  Because if it's all focused on the marketing and how pretty it looks and
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  all of that, The communication piece is the part that actually matters.
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  So work on your communication and how you're going to communicate it.
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  Be unique and absolutely this will help you as you move forward.
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  So we're going to talk a lot about this kind of stuff, what
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  you can do moving forward.
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  The only thing about this agent change series, this is only video number two.
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  is at this stage of the game, we have to embrace the change and move forward.
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  So if you like what you hear, please like, comment, subscribe, follow along.
• 9:51
  It's 10 parts.
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  You'll have great stuff in here.
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  So we have eight more videos to go.
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  So make sure you do that.
• 9:57
  If you're listening on the podcast, same thing, eight more podcasts,
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  share this with somebody who might be in fear, who might be, you
• 10:04
  know, kind of looking backwards.
• 10:05
  We're looking forwards, we're moving ahead and we're going to absolutely
• 10:09
  make change in our businesses.
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  And be the change that will absolutely come out on top
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  and transform this industry.