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Why Being POSITIVE Is Killing Your Real Estate Business? · Massive Agent Podcast

• 0:00
  SPEAKER_00: Right now, I see a lot of agents doing something that they feel should be done, that it's the right thing to do, but it's actually killing your business.
• 0:07
  SPEAKER_00: And I'm talking about being too positive and optimistic.
• 0:11
  SPEAKER_00: Let me explain.
• 0:13
  SPEAKER_01: The Massive Agent Podcast.
• 0:16
  SPEAKER_01: We need generation tips and strategies to give you more leads and sell more homes.
• 0:21
  SPEAKER_00: I love to buy houses.
• 0:22
  SPEAKER_00: I like to sell houses.
• 0:23
  SPEAKER_01: Takes brass balls.
• 0:26
  SPEAKER_01: Wait a minute.
• 0:27
  SPEAKER_01: Leads a week.
• 0:29
  SPEAKER_01: Your week.
• 0:30
  SPEAKER_01: I've had better.
• 0:32
  SPEAKER_01: Oh.
• 0:32
  SPEAKER_01: Have I got your attention now?
• 0:35
  SPEAKER_00: Here's your host, Dustin Brome.
• 0:40
  SPEAKER_00: What is up, guys?
• 0:41
  SPEAKER_00: Welcome to episode 461 of the Massive Agent Podcast.
• 0:44
  SPEAKER_00: I am your host, Dustin Broome in Salt Lake City, Utah.
• 0:48
  SPEAKER_00: And some of you are just blowing smoke up the ass of your buyers and sellers.
• 0:52
  SPEAKER_00: And they know it.
• 0:53
  SPEAKER_00: Right now, buyers, sellers, what wannabe investors, like they they just they call bullshit when you're too rosy, too optimistic.
• 1:04
  SPEAKER_00: You're like, oh, I know rates are high, but you can just refinance later.
• 1:07
  SPEAKER_00: Well, we've been saying this for like two or three years.
• 1:09
  SPEAKER_00: What's happened?
• 1:10
  SPEAKER_00: Like the people who who who married the house, or what the hell was it?
• 1:15
  SPEAKER_00: They married the house and dated the rate.
• 1:17
  SPEAKER_00: Well, that dating turned into an absolute freaking nightmare.
• 1:20
  SPEAKER_00: And now they can't, rates have not really gone down.
• 1:24
  SPEAKER_00: So they're calling bullshit.
• 1:27
  SPEAKER_00: Here's what you need to do as a real estate agent so that you're not hurting your credibility, destroying your business, at a minimum, just like pushing away and turning off the people that would have come to you and hired you.
• 1:41
  SPEAKER_00: Okay.
• 1:41
  SPEAKER_00: So obviously they need to see some optimism, but it has to come with honesty and realism.
• 1:48
  SPEAKER_00: So if you please acknowledge and just like meet people where they're at and acknowledge rates are super high.
• 1:57
  SPEAKER_00: It's very unaffordable.
• 1:58
  SPEAKER_00: It's a really tough time to buy a house right now.
• 2:01
  SPEAKER_00: If you don't have to, or if you don't really, really, really want to, I don't suggest you do.
• 2:07
  SPEAKER_00: You've got to come with that energy where like, hey, this is not the best time to buy a house.
• 2:11
  SPEAKER_00: This is it's not a really good time at all.
• 2:13
  SPEAKER_00: But if you have to, I have solutions for you.
• 2:15
  SPEAKER_00: I have ways to make it more affordable, to make, to make the the rate less, to make it uh less expensive to buy a house.
• 2:23
  SPEAKER_00: Then they know you're not just blowing smoke.
• 2:25
  SPEAKER_00: Because if you just say, if you just say shit like, like, you know, if you uh don't worry, you can just, I know it's high, but you can just refinance later.
• 2:34
  SPEAKER_00: What if rates stay high and they can't refinance and it screws them?
• 2:38
  SPEAKER_00: See, when you say shit like that, they feel like you will say anything to get a sale, that you will say anything to get a commission.
• 2:46
  SPEAKER_00: So when you say stuff like, I know rates are high, but you can refinance later, you're killing your credibility.
• 2:51
  SPEAKER_00: You're killing your trust.
• 2:53
  SPEAKER_00: They call bullshit immediately and they don't trust you anymore.
• 2:57
  SPEAKER_00: You've killed the trust.
• 2:59
  SPEAKER_00: So instead, you just say, look, if if you're going to buy in this environment, then here's what that means.
• 3:06
  SPEAKER_00: I need you to be aware of this.
• 3:07
  SPEAKER_00: Uh, if you do buy now, you've got to be okay with the rate being what it is today forever.
• 3:13
  SPEAKER_00: Can you afford that?
• 3:14
  SPEAKER_00: Are you okay with that?
• 3:16
  SPEAKER_00: Can you live with this current payment?
• 3:18
  SPEAKER_00: If you can't, then maybe you wait a we wait a year and see what happens.
• 3:22
  SPEAKER_00: Maybe you should keep renting.
• 3:24
  SPEAKER_00: See, if you if you're honest and you tell people not to buy or not to sell, or at least you're not pushing them heavy towards it, they trust you more.
• 3:34
  SPEAKER_00: You've all heard of commission breath.
• 3:37
  SPEAKER_00: People, uh it's not just with real estate agents, but we all know intuitively when somebody's blowing smoke up our ass and just trying to get a sale.
• 3:47
  SPEAKER_00: It's it it just feels icky and and people can spot it better today than ever.
• 3:53
  SPEAKER_00: So if you want to be a successful agent and start getting more deals and more clients than ever before, you've got to go the opposite direction.
• 4:00
  SPEAKER_00: You've got to start telling people, hey, the market sucks right now.
• 4:03
  SPEAKER_00: This is really tough, is really unaffordable.
• 4:06
  SPEAKER_00: However, there are solutions.
• 4:08
  SPEAKER_00: If this is really something you're gonna do, and I'm gonna be honest with you, I'll tell you if you should or shouldn't, I'll give you my advice.
• 4:14
  SPEAKER_00: But if this is something that you're gonna do, I have some ways, I have some solutions, some uh some options, some tools in my tool belt to make it more affordable.
• 4:24
  SPEAKER_00: Seller rate buy downs, assumable loans, seller financing.
• 4:27
  SPEAKER_00: There's a there's a handful of other things.
• 4:30
  SPEAKER_00: But it has to come with brutal honesty first.
• 4:33
  SPEAKER_00: See, something crazy happens when um so I used to listen to this podcast called the MF CEO Project by Andy Frisella, the founder of First Form.
• 4:43
  SPEAKER_00: And now, now he does the what's it called, like real AF is his podcast.
• 4:48
  SPEAKER_00: But MF CEO Project was all about how he built his first form business into what it was.
• 4:54
  SPEAKER_00: And this, so it's a supplement business, and now it's much bigger than that.
• 4:58
  SPEAKER_00: If you're if you're in St.
• 4:59
  SPEAKER_00: Louis, you absolutely know about First Form.
• 5:02
  SPEAKER_00: Incredible brand, incredible products, all of it.
• 5:05
  SPEAKER_00: But like year, this is probably shit, like eight to ten years ago.
• 5:10
  SPEAKER_00: I was listening to this podcast, and they were talking about how first form started out.
• 5:14
  SPEAKER_00: They were they were a supplement store with one location, and they were just reselling other people's supplements.
• 5:20
  SPEAKER_00: Their key to success was telling people, hey, you know what, you can actually get it cheaper over there.
• 5:28
  SPEAKER_00: And that one, that honesty got it built rabid fans.
• 5:33
  SPEAKER_00: It built trust and people wanted to buy.
• 5:36
  SPEAKER_00: Even if they didn't buy right then today, they would tell their friends about it.
• 5:40
  SPEAKER_00: They would come back later.
• 5:41
  SPEAKER_00: Because when somebody imagine you go in to buy a MacBook and they're like, you know what, I'd love to sell this to you.
• 5:49
  SPEAKER_00: But if you go across the street to that store, it's gonna be 600 bucks less.
• 5:52
  SPEAKER_00: Go save yourself 600 bucks.
• 5:54
  SPEAKER_00: You're gonna feel indebted, if you will, or not obligated, but you're you're gonna feel you're gonna feel like some sort of loyalty to that person because they were brutally honest in a way that you know cost them the sale, but they did it anyways because they were looking out for you.
• 6:10
  SPEAKER_00: That is the same energy that you need to approach your conversations with every single day.
• 6:14
  SPEAKER_00: Now, like this, this should have been the case all along.
• 6:18
  SPEAKER_00: This is something that I had to learn the hard way in my career a while ago, uh, because out of scarcity, right, needing a paycheck, I found myself being a little bit too pushy, like subconsciously, right?
• 6:31
  SPEAKER_00: Like that not, I don't think I ever gave bad advice, but I think I was unwilling to really say, hey, are you sure?
• 6:40
  SPEAKER_00: Are you are you really sure about that?
• 6:42
  SPEAKER_00: Like maybe that's not uh if someone said they wanted to, I was like, cool, let's go.
• 6:46
  SPEAKER_00: Because I that's my job, right?
• 6:48
  SPEAKER_00: So I let scarcity get in my way of really leaning into this concept.
• 6:53
  SPEAKER_00: And it wasn't until I started to sell some homes, started to make some money, started to build some confidence in myself as an agent and as a business owner that I started to realize that, hey, if I lose one deal now because I'm brutally honest and it and it really helps them or it it saves them from something catastrophic, I may lose that one deal today, but I'm gonna gain so many more in the future as a result.
• 7:17
  SPEAKER_00: That is that's just good business.
• 7:20
  SPEAKER_00: So the energy that you have to show up with is, hey, you know what?
• 7:23
  SPEAKER_00: Thank you for calling me to list your house.
• 7:25
  SPEAKER_00: But if you do, you sell your house, we're gonna sell it for this much, here's how much you're gonna net.
• 7:31
  SPEAKER_00: You're gonna have to go buy the next place, here's what that looks like.
• 7:34
  SPEAKER_00: And you know what, based on these numbers, I just are you sure you want to do this?
• 7:38
  SPEAKER_00: Because this doesn't seem like the best financial move to me, in my opinion.
• 7:42
  SPEAKER_00: Do you think they're gonna trust you more or less?
• 7:45
  SPEAKER_00: They may not like what you say.
• 7:47
  SPEAKER_00: They may not, they may not like it because some people just want to be told what they want to hear, but that's what makes it that much more credibility building and and trust building when you're willing to tell somebody something they don't want to hear.
• 8:03
  SPEAKER_00: Something that obviously benefits them, even if they don't want to hear it or they're not ready for it, and you know that, and they know that it directly takes away your ability to get that sale.
• 8:16
  SPEAKER_00: Please start telling more clients the truth.
• 8:20
  SPEAKER_00: And in your content, like in your marketing, don't be one of these agents that says, hey, the you know, rates are high, but it's still a great time.
• 8:28
  SPEAKER_00: There may be, sure, you you could spin it that way somehow.
• 8:33
  SPEAKER_00: But people don't want to hear it.
• 8:34
  SPEAKER_00: They just call bullshit and they're like, this, that's just another used car salesman, and they scroll on.
• 8:38
  SPEAKER_00: So instead, say, yes, it's the horrible time to buy a house.
• 8:42
  SPEAKER_00: And I'm a real estate agent.
• 8:43
  SPEAKER_00: I've been an agent for 16 years, and I've never seen a worse time than right now.
• 8:47
  SPEAKER_00: But there's actually some solutions.
• 8:49
  SPEAKER_00: There's actually this, that, and the other.
• 8:52
  SPEAKER_00: So people need to know that you're on their side.
• 8:54
  SPEAKER_00: People need to know that you see them and that you're not just blowing off.
• 8:59
  SPEAKER_00: They're not, you're not just discrediting everything that they're feeling in their life financially and around housing and all that stuff.
• 9:08
  SPEAKER_00: They have to feel like you're on their side.
• 9:10
  SPEAKER_00: So show them.
• 9:11
  SPEAKER_00: And sometimes what that means is you tell people what they don't want to hear, but you know that it's what they need to hear.
• 9:18
  SPEAKER_00: Andor you talk yourself out of sale by telling them, you should wait.
• 9:23
  SPEAKER_00: You should not buy right now, you should do this instead.
• 9:27
  SPEAKER_00: And you will get so many more deals as a result of that honesty.
• 9:32
  SPEAKER_00: But you have to look past the immediate today sale.
• 9:35
  SPEAKER_00: Get out of the scarcity mindset, look into abundance and the lifetime value of a customer.
• 9:41
  SPEAKER_00: Because the lifetime value of a customer is catastroph, I was about to say catastrophic, is uh what's the word?
• 9:49
  SPEAKER_00: Okay, I'm looking for a bigger word than big, um, is significant.
• 9:54
  SPEAKER_00: It's uh not catastrophic.
• 9:56
  SPEAKER_00: Like holy shit, I can't think of the word.
• 9:59
  SPEAKER_00: And right here, live on the spot, is probably not the best time.
• 10:02
  SPEAKER_00: But it it's the lifetime value of the client is so much bigger.
• 10:06
  SPEAKER_00: It's it's so much bigger than one sale.
• 10:09
  SPEAKER_00: If you're just so focused on one sale, you're gonna get a whole lot of just one sales.
• 10:14
  SPEAKER_00: That's not how you build a sustainable business, that's how you build an exhausting one that you have to keep bringing in new people and new people and new people.
• 10:21
  SPEAKER_00: And then you wonder why, huh, they never, I never have repeat business.
• 10:25
  SPEAKER_00: Because you you act like a transactional agent.
• 10:28
  SPEAKER_00: You start putting people first, tell them what they need to hear, even when, even when that talks you out of a sale, and you do it anyways, that's gonna build your business faster than anything else.
• 10:42
  SPEAKER_00: So please tell the truth, acknowledge people, let them feel seen and heard by you.
• 10:49
  SPEAKER_00: Otherwise, they'll just think you're full of shit instantly.
• 10:53
  SPEAKER_00: Thank you so much for listening to this episode.
• 10:55
  SPEAKER_00: I'll be back next week with another episode of the Massive Agent Podcast.
• 10:58
  SPEAKER_00: Take care.