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The Silent Killer of Your Listing Presentations · Massive Agent Podcast

• 0:00
  SPEAKER_00: There's a huge mistake that I see agents making in their listing presentations, and it's costing you potentially tens of thousands of dollars a year.
• 0:07
  SPEAKER_00: You're missing out on listings that you should have had.
• 0:10
  SPEAKER_00: And the crazy part is this is a mistake that brand new agents make and veteran agents make.
• 0:14
  SPEAKER_00: And I bet you're making it right now.
• 0:16
  SPEAKER_00: Let me explain.
• 0:18
  SPEAKER_01: The massive agent podcast.
• 0:20
  SPEAKER_01: We lead generation distance strategies to give you more leads and sell more homes.
• 0:26
  SPEAKER_00: I love to buy houses.
• 0:27
  SPEAKER_00: I like to sell houses.
• 0:31
  SPEAKER_01: Wait a minute.
• 0:32
  SPEAKER_01: Leads are weak.
• 0:34
  SPEAKER_01: You a week.
• 0:35
  SPEAKER_01: I've had better.
• 0:37
  SPEAKER_01: Oh, have I got your attention now?
• 0:40
  SPEAKER_00: Here's your host, Dustin Broome.
• 0:44
  SPEAKER_00: What is up, guys?
• 0:45
  SPEAKER_00: Welcome to episode 446 of the Massive Agent Podcast.
• 0:49
  SPEAKER_00: I am your host, Dustin Broom in Salt Lake City, Utah.
• 0:52
  SPEAKER_00: And today I'm gonna step on some toes.
• 0:54
  SPEAKER_00: I'm gonna be honest and turn the mirror around so you can see that in the listing presentation, and even when you're working with buyers, you're actually costing yourself business because you're making a there's a fatal flaw in your process.
• 1:09
  SPEAKER_00: There's a huge mistake you're making.
• 1:10
  SPEAKER_00: It's not, it's not just brand new agents making this.
• 1:13
  SPEAKER_00: I see veteran agents do this all the time.
• 1:15
  SPEAKER_00: I talked to someone the other day that was pitching me on something.
• 1:19
  SPEAKER_00: They supposedly have been doing what they're doing for 30 plus years, and it was the worst presentation ever because they're all making this one mistake.
• 1:26
  SPEAKER_00: I've done it.
• 1:27
  SPEAKER_00: I've absolutely lost out on business because of this.
• 1:30
  SPEAKER_00: And it's not until you're aware that you make this mistake that you can correct it and do better.
• 1:36
  SPEAKER_00: And once that happens, you start to convert so many more of those listings and so many more of those buyers into actual business because you're not turning them off, turning them away, and killing your credibility.
• 1:46
  SPEAKER_00: And the mistake that I'm talking about is talking too damn much.
• 1:50
  SPEAKER_00: When you're it's weird, you need to almost build the confidence enough to speak less.
• 1:56
  SPEAKER_00: The more confident you are, the more confident you are, the less that you need to speak, to feel like you're like, like, like you're doing it right.
• 2:04
  SPEAKER_00: So I've learned through doing doing it all wrong and talking way too much that if I just shut up and ask more great questions and then let them talk, I get a ton more business.
• 2:17
  SPEAKER_00: I get a ton more clients.
• 2:18
  SPEAKER_00: But here's the key you can't just let them talk and then you just continue on with what you're gonna say.
• 2:23
  SPEAKER_00: The key here is you need to actually listen.
• 2:25
  SPEAKER_00: You need to actually listen and hear what they are saying to you.
• 2:29
  SPEAKER_00: Because if you're prescribing a certain, a certain thing for someone, if you're saying, hey, here's the listing plan, here's the listing price, here's what I recommend for you in your situation, you've got to know what their situation is.
• 2:42
  SPEAKER_00: And I see far too many agents rush in there and they just think, okay, the seller wants to list it for as high as possible.
• 2:47
  SPEAKER_00: And they just jump into here's how long I've been selling homes, here's my marketing plan, here's the blah, blah, blah.
• 2:52
  SPEAKER_00: But you don't understand that the seller might want a two-month lease back afterwards.
• 2:59
  SPEAKER_00: You might not realize that if they don't sell the house in two weeks, it they can't do it.
• 3:04
  SPEAKER_00: It they need to sell it immediately and close within two weeks.
• 3:07
  SPEAKER_00: So that means potentially a cash buyer or an investor.
• 3:11
  SPEAKER_00: You need to let them talk.
• 3:13
  SPEAKER_00: Uh, and not to mention, if you don't let them talk, you are you're never connecting with them.
• 3:19
  SPEAKER_00: They're gonna feel like you're just talking at them, talking over them, but never actually working with them.
• 3:25
  SPEAKER_00: I told you, I've made all these mistakes.
• 3:27
  SPEAKER_00: When I was new, I didn't really have the confidence to speak less, which is so weird.
• 3:35
  SPEAKER_00: You'd think that you'd talk less the less confident you are.
• 3:37
  SPEAKER_00: No, we talk more because we feel like we need to to like, I'm doing my job, I'm the agent, I'm here to like tell you how it's gonna be.
• 3:46
  SPEAKER_00: I'm here to educate you, Mr.
• 3:47
  SPEAKER_00: Seller.
• 3:48
  SPEAKER_00: Well, that's not how it works.
• 3:50
  SPEAKER_00: So I would challenge you to talk much less, at least in the beginning, and ask great questions.
• 3:59
  SPEAKER_00: This has served me.
• 4:01
  SPEAKER_00: I've made I've made well over seven figures by learning how to just ask great questions and then listening and then prescribing for them what's actually going to fix or or or meet what their needs are.
• 4:16
  SPEAKER_00: This has helped me on the agent attraction side here at Reel.
• 4:19
  SPEAKER_00: It's helped me with my coaching business.
• 4:20
  SPEAKER_00: It's helped me uh gain speaking opportunities that are paid and all this other stuff that's grown my business.
• 4:26
  SPEAKER_00: I've made made well over seven figures just by learning this skill.
• 4:30
  SPEAKER_00: And what's crazy is it's so much easier.
• 4:32
  SPEAKER_00: It's so much easier than just yapping the entire time.
• 4:36
  SPEAKER_00: Now, this is kind of funny because this is a podcast where I'm literally yapping the entire time.
• 4:40
  SPEAKER_00: I can't really ask you questions through this.
• 4:42
  SPEAKER_00: So I'm of course I'm talking to you.
• 4:45
  SPEAKER_00: But once you build the confidence that, you know what, maybe I should just ask questions and then just sit back.
• 4:51
  SPEAKER_00: You have to do so much less.
• 4:52
  SPEAKER_00: You've got to pay attention.
• 4:54
  SPEAKER_00: You have to actively listen.
• 4:55
  SPEAKER_00: You need to actually hear what they're telling you and even read between the lines.
• 4:59
  SPEAKER_00: Because a lot of times what they're telling you isn't actually the full, the full picture.
• 5:04
  SPEAKER_00: You need to kind of read between the lines and and gather.
• 5:07
  SPEAKER_00: But as I've learned to do that, I've had 10x the success with attracting great agents to partner with at Real, my coaching group, and all of the above.
• 5:21
  SPEAKER_00: In the so I haven't personally sold a house in six years.
• 5:24
  SPEAKER_00: So as I don't really talk about this as much as I should.
• 5:26
  SPEAKER_00: My business model doesn't require me to personally sell homes anymore.
• 5:29
  SPEAKER_00: So I don't.
• 5:30
  SPEAKER_00: That's why I told you a month or so ago, I canceled my NAR membership.
• 5:35
  SPEAKER_00: I left the boards, I left the MLS, I left NAR.
• 5:38
  SPEAKER_00: I don't have those dues anymore.
• 5:39
  SPEAKER_00: I don't need them because I am a referral agent now.
• 5:42
  SPEAKER_00: I just refer deals out.
• 5:44
  SPEAKER_00: And so I'm not personally representing clients.
• 5:47
  SPEAKER_00: And because of that, hell, I don't even know where I was going with that tangent.
• 5:52
  SPEAKER_00: Um, but like I'm not personally selling the homes anymore.
• 5:55
  SPEAKER_00: It's been six years since I sold, uh, sold a house on purpose, right?
• 6:00
  SPEAKER_00: Aside from my own personal residence, which was like four years ago.
• 6:03
  SPEAKER_00: Uh, but near the end of my, not the end of my career, but like during that phase where I was still actively doing everything and producing, doing, you know, showing all the homes, meeting with all the sellers, doing all the stuff, I finally learned that when I show up to a listing presentation, my job is to just set the table for them to tell me everything.
• 6:26
  SPEAKER_00: The less I learned that the less I talk, the better the outcome.
• 6:31
  SPEAKER_00: The more of them actually trust me, connect with me, find me credible and likable.
• 6:36
  SPEAKER_00: They want to work with me.
• 6:37
  SPEAKER_00: And I had to do less.
• 6:39
  SPEAKER_00: But you've got to set the table and say, hey, why don't you walk me around and show me the house?
• 6:45
  SPEAKER_00: And just let them talk and then ask questions.
• 6:47
  SPEAKER_00: Hey, why did you choose this over that?
• 6:49
  SPEAKER_00: What do you love about this?
• 6:50
  SPEAKER_00: What are you going to miss?
• 6:52
  SPEAKER_00: What do you wish the buyers would know?
• 6:54
  SPEAKER_00: What do you wish that you knew about this house before you moved in?
• 6:57
  SPEAKER_00: And just listen.
• 7:00
  SPEAKER_00: If you can become a great question asker, you can make millions of dollars in this business.
• 7:05
  SPEAKER_00: You can make millions of dollars in any business, actually, by learning to be a by learning to be a great question ask instead of a talk, a talker.
• 7:15
  SPEAKER_00: If you're just a talker, it it comes to a point where people are like, okay, fewer words.
• 7:20
  SPEAKER_00: You obviously don't care about me.
• 7:21
  SPEAKER_00: You just want to hear yourself talk.
• 7:23
  SPEAKER_00: See, that that's what happens, unfortunately.
• 7:25
  SPEAKER_00: It's not, it's not our intention.
• 7:26
  SPEAKER_00: When I was new as an agent, I would show up at a listing presentation and I would jump into my presentation.
• 7:32
  SPEAKER_00: Because I had all this stuff to tell them.
• 7:34
  SPEAKER_00: And very few of them would actually hire me.
• 7:36
  SPEAKER_00: And I learned it like in hindsight, looking back, it's because they didn't feel heard, because they weren't.
• 7:42
  SPEAKER_00: They didn't feel like I cared what they had to say.
• 7:45
  SPEAKER_00: They felt like I just wanted to talk.
• 7:47
  SPEAKER_00: And that just so my inexperience and lack of confidence showed in those scenarios.
• 7:56
  SPEAKER_00: When I was new to agent attraction and trying to trying to bring agents to at the time early on, EXP and now real the last couple of years.
• 8:04
  SPEAKER_00: I used to just jump in and just, here's all the reasons why.
• 8:07
  SPEAKER_00: Here's here's why we're so great, blah, blah, blah.
• 8:09
  SPEAKER_00: And now I just say, hey, what brings us to the table?
• 8:12
  SPEAKER_00: Like, why are we having this conversation?
• 8:13
  SPEAKER_00: Tell me about where you're at.
• 8:14
  SPEAKER_00: How can I help?
• 8:16
  SPEAKER_00: And I let them tell me what their needs are.
• 8:19
  SPEAKER_00: I let them tell me what's important to them, what they're struggling with, what they're trying to solve.
• 8:23
  SPEAKER_00: And then I ask follow-up questions.
• 8:25
  SPEAKER_00: And then at the end, I've earned the chance to actually respond with something that's going to be really valuable for them.
• 8:32
  SPEAKER_00: But it took me asking great questions, listening, hearing them, and then prescribing something useful to them at the end.
• 8:40
  SPEAKER_00: That has that will earn you 10 times more business.
• 8:44
  SPEAKER_00: So the next time you meet with a seller, I want you to try to talk a fourth of the amount that you normally do.
• 8:52
  SPEAKER_00: I want you to speak 25% of the time that you normally would or less.
• 8:57
  SPEAKER_00: If you can do 10%, just ask them questions, let them talk.
• 9:03
  SPEAKER_00: Even if it's a generic question, like, hey, why are you selling?
• 9:07
  SPEAKER_00: Or hey, tell me about the house.
• 9:09
  SPEAKER_00: They're going to naturally gravitate towards the stuff that matters to them that they think is important.
• 9:16
  SPEAKER_00: And in that, you're going to find out what's like what's really fueling their desire to move, what's important to them, what are their pain points, what is, what are the non-negotiables that they must get out of the sale that you've got to get for them?
• 9:28
  SPEAKER_00: What's the timeframe they're looking for?
• 9:31
  SPEAKER_00: Why are they moving in the first place?
• 9:34
  SPEAKER_00: Because if you know why they're moving and it's to get closer to their grandkids so that they can see their grandkids daily instead of once a year, you can, you know, you can point to that and remind them a few times when it gets stressful, when when you're in the middle of a transaction and they're like, to hell with all of this, this is, you know, I'm not getting any offers, maybe we just cancel.
• 9:52
  SPEAKER_00: And you can just gently remind them like, look, you told me in the beginning, Mr.
• 9:56
  SPEAKER_00: Seller, that your goal was to relocate and be, you know, just a few streets down from your grandkids.
• 10:02
  SPEAKER_00: Is that something that that you just want to push off, you know, until another time, or do you want to do you want to double down and make this happen?
• 10:09
  SPEAKER_00: If you didn't take the time to listen, you wouldn't know that.
• 10:13
  SPEAKER_00: So I challenge you, speak a hell of a lot less than you do.
• 10:18
  SPEAKER_00: Because when you speak too much, you just dig yourself into a hole and pretty soon people just tune the hell out.
• 10:25
  SPEAKER_00: Uh I've I've been to talks, I've been to presentations, I've been involved in conversations, and when they turn one-sided and somebody just wants to hear themselves talk, I tune out.
• 10:37
  SPEAKER_00: I just I just completely tune out.
• 10:39
  SPEAKER_00: And when that happens, the person speaking to me loses credibility.
• 10:43
  SPEAKER_00: I have and I have less desire to work with them, to be around them, because I don't want to get stuck in that situation again.
• 10:50
  SPEAKER_00: The flip side is when you when you show up and you ask and you listen, they feel seen, they feel heard, they instantly like you because you're giving them the chance to tell their story.
• 11:02
  SPEAKER_00: You're giving them the chance to speak.
• 11:06
  SPEAKER_00: Everybody likes to talk.
• 11:08
  SPEAKER_00: Give someone else the chance to talk and listen.
• 11:10
  SPEAKER_00: Ask great follow-up questions to get them to talk more.
• 11:13
  SPEAKER_00: The more you keep that going, the more trust you're building with them.
• 11:17
  SPEAKER_00: And the more connection that they will have with you, which will 100% lead to a hell of a lot more conversions into business, whether it's a buyer or a seller, I would say five to 10 times more convergence, just by shutting the hell up and asking questions instead, and then asking follow-up questions and then listening.
• 11:40
  SPEAKER_00: So that at the end, when you finally know what's going on and you you got into the core of it, you know why they're buying, you know, why it's important that they upsize, downsize, relocate, whatever.
• 11:51
  SPEAKER_00: When you finally get to it, then you can prescribe a course of action for them.
• 11:56
  SPEAKER_00: And they are already on board, they're already convinced that you're the person because they feel like now instead of you just showing up and providing a service, which by the way is a commodity, instead you're you're providing a solution, you're providing a result.
• 12:12
  SPEAKER_00: Instead of showing up and showing, instead of showing up and providing just another service, which is I'll list your house for 500K, we'll sell it for top dollar, or I'll do open houses.
• 12:22
  SPEAKER_00: Well, every agent will do that.
• 12:23
  SPEAKER_00: Okay.
• 12:24
  SPEAKER_00: But when you've actually prescribed an outcome to them, they're going to hire you because they feel like with you, they're not just going to get the service, they're going to get the end result.
• 12:35
  SPEAKER_00: And they feel like you're a team in that, in that you're, you both have skin in the game to actually get them to the result that they want, not just the service they think they want.
• 12:45
  SPEAKER_00: Nobody just wants to sell their house.
• 12:47
  SPEAKER_00: They're selling their house for a specific reason, for a specific outcome.
• 12:53
  SPEAKER_00: And when you can get them to understand and feel that by hiring you, they will get that outcome, you're gonna get them all.
• 13:01
  SPEAKER_00: They will all hire you.
• 13:02
  SPEAKER_00: You'll get 100%.
• 13:04
  SPEAKER_00: It takes practice.
• 13:05
  SPEAKER_00: My challenge to you shut up, ask great questions, and listen.
• 13:10
  SPEAKER_00: It takes practice.
• 13:12
  SPEAKER_00: It takes a little bit of practice.
• 13:14
  SPEAKER_00: But I think you'll find that the less you talk, the more money you will make.
• 13:18
  SPEAKER_00: It's bizarre how that works.
• 13:20
  SPEAKER_00: The less you talk, the more money you will make.
• 13:23
  SPEAKER_00: Become a great question ask and a great follow-up question asker, you'll become rich in this industry.
• 13:29
  SPEAKER_00: You can make millions, you can sell more homes than ever before, you can do anything.
• 13:34
  SPEAKER_00: That's my challenge to you.
• 13:35
  SPEAKER_00: Shut up, ask, and listen.
• 13:38
  SPEAKER_00: Appreciate you guys listening.
• 13:40
  SPEAKER_00: See you on, see you on uh the next episode of the Massive Agent Podcast next week.
• 13:45
  SPEAKER_00: Episode 447 coming at you next week.
• 13:47
  SPEAKER_00: I appreciate you.
• 13:48
  SPEAKER_00: See you next time.