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Agent Change Series: Transforming How You Communicate Your Real Estate Agent Value · The Real Estate Agent Playbook

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  I think that the single most differentiator that we can focus
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  on right now is communication.
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  We've talked in the agent chain series already about the importance of,
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  you know, embracing the change, the mindset of growth and moving forward.
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  We've talked about your unique value proposition, niching down, using tech to
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  do all of these things towards marketing.
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  And today, We're gonna talk about how we're communicating all of those things.
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  So if you haven't been following along the agent change series,
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  we're coming towards the conclusion.
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  You may want to stop right here and go watch the previous, but
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  before that, let's just keep going.
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  Let's keep watching this and then go back and check those out because
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  this right here is probably the most important piece of the puzzle.
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  As we move forward, if you take one or two things away from the
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  previous videos, that's great.
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  Ultimately, we need to dial in our communication, how we're communicating
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  our value and how we're communicating with people in the industry.
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  We're going to go into all that and more.
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  So stay tuned.
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  What's up guys.
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  Jeremy Kane, real estate agent playbook.
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  This agent change series has absolutely been amazing.
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  For me, putting that information out there.
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  This is my way of thinking through.
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  How we're going to move forward with my business, my production business,
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  the agents that I partner with.
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  And so, as you know, I'm a coach at heart.
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  So if you ever have a chance to book a realtor game plan, call
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  with me, definitely do that.
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  It's in the description of every one of my videos.
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  I'm also coming out with a webinar.
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  right now should be released any day.
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  Buyers agent to listing agent in 30 days.
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  Definitely look into that.
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  If you are interested in that and you have not seen the link comment
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  webinar below, I'll make sure I get that to you so you can absolutely,
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  transition your business in that way.
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  Definitely like comment on this video.
• 1:51
  We love getting that discussion going.
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  Subscribe to my YouTube channel.
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  I provide value like this and You know, conversations such as the one
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  we're about to have all the time, two videos a week, and I'd be happy to
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  have you as part of the community.
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  If you're on the road a ton, we do offer this in podcast as well.
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  So check that out as well.
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  The real estate agent playbook podcast.
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  So.
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  Now that that's all out of the way, let's talk about communication.
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  First and foremost, we have to be able to articulate exactly
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  all the work we've put in.
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  Right?
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  A unique value proposition, have a unique value proposition.
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  We have to come from a mindset of the consumer when we are building that.
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  Because sometimes we just dive into the unique value proposition.
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  We're like, we're great at negotiating.
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  We're great at marketing.
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  We're great at whatever.
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  We're talking about ourselves a ton.
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  What matters to your target avatar to the client?
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  Because if you've come from that, when you're building it, as you're building it
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  up, it'll be a lot easier to transition and articulate it to the consumer.
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  And so first and foremost, have that target avatar in mind when you're
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  building all of these things, right?
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  No one cares about a amazing tri fold, bi fold, wax paper, you know, listing
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  for selling their first home as a first time home seller unless it's
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  quite, quite crazy and amazing, right?
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  So, you may have to adapt and overcome and I understand like your marketing plan
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  for listing should be kind of standard.
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  We might go a la carte, we might need drone photos if there's
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  acreage, so on and so forth.
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  But I think it's important to build around that target audience or that
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  current, client that we're serving and make sure that it makes sense to them.
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  Because ultimately if it's a, you know, first time home buyer condo
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  or something and you have all this luxury marketing, it might not fit.
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  Right.
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  And so certainly we can adapt there.
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  But make sure that when you're building this value stack, there's little things
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  or little pain points in mind that that consumer, that your target consumer is,
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  you know, going to latch onto that may be of value to help them buy or sell a home.
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  So, because if we do it that way, then articulating it will be easy, right?
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  And so, We can show examples and we can show testimonials and so on.
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  We don't want to have a million dollar listing package.
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  And you know, no testimonials to kind of back it up because we didn't
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  even get them from print because we sold this house so fast cause the
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  market was so hot at a certain price point that that doesn't really serve.
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  And so know your audience, and do that.
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  But.
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  When you're able to, you know, put this on paper and communicate it,
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  it needs to be, you know, through a vehicle that makes sense, right?
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  If you're talking to, people who are downsizing, right, maybe at
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  the end of their real estate cycle, maybe, you know, moving to a main
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  floor living or whatever, we probably don't need to come at them with a
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  ton of tech stuff and a ton of this.
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  We may need to come at them with, Okay, here's a handyman.
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  Here's some improvements, little updates I would do.
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  Here's a stager.
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  We can work through that and I have a package that includes
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  staging and all of that.
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  So just make sure that you're building this as you can see,
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  from a perspective, right?
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  When I'm, when I'm helping people that are maybe transitioning to, a smaller
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  house or whatever, there's certain things that you can provide, right?
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  Cleaning, you know, so they don't have to go back into their home or
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  they've, Maybe don't want to leave and their family has, you know, said,
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  Hey, this is kind of the next step.
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  This is what we're doing.
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  They raised their entire family, a ton of memories there.
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  Right?
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  So maybe we get the, you know, offer some movers and things, and then we
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  go back in and we're like, Hey, we're going to handle the move out claim.
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  Don't even worry about it.
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  Right?
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  Little things like that that can help manage those emotions or manage
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  those, those people that, that may be.
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  You know, going for it, right.
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  And you know, maybe someone moving from an apartment to their first home doesn't need
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  like a 5, 000 mover because they don't have a ton of stuff or maybe they do.
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  Right.
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  And so if you're, you're focusing on your target avatar and you're, you
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  know, building your value stack as a result of what, you know, that,
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  that particular, you know, population would need and latch onto, then those
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  marketing dollars will go a lot further.
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  It'll be much more memorable and those testimonials will really help you out.
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  When you're going to the next one, that's very similar to them.
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  And so, that's, that's the first part of it.
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  If you build from that perspective, it'll be much easier to articulate.
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  There will be much more perceived value and that's exactly what we want to do.
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  And then it's all about delivering the value and you're good to go.
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  And then once we have it built, the marketing is super important.
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  We obviously, We're dealing with somebody who doesn't use a cell phone
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  or doesn't have an email or whatever.
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  It might be very different.
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  It might be a different conversation and how we're doing it.
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  Do we need to print out everything that we do?
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  Do we need to have that presentation?
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  Do we need to do this?
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  Do we need to do that?
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  Just make sure that you're aware of that.
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  And this is key and something that real estate agents don't necessarily
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  You know focus on especially as we got super busy is how does your client
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  want to be communicated with right and you know, Does your communication
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  need to be through a phone call?
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  Do they need to have that conversation or you know, are they are they in the
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  texting age and do they want to you know?
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  text because They're always doing something and they're able to text and
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  they're ready to go and they use text every day to communicate with family
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  Or friends or whatever Certainly a text message may be better received, but there
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  is a certain population whether young or old that a text message just isn't
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  gonna work and and so I think that if you kind of talk about this in your marketing
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  and and this is kind of a conversation.
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  Hey, how do you want me to communicate with you?
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  What, what do you like best, right?
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  Then you can kind of build your plan around that.
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  Cause if they say phone conversations, then you probably don't want to be
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  sending them text links and, and a bunch of stuff because they just told you they
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  want to communicate verbally with you.
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  And so it could be a very different, value stack.
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  And as agents, it's our job to be able to adapt on the fly to all of these.
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  These kinds of situations.
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  And so when you're marketing, make sure that you're, you're dialed into that
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  and you're making sure that, you know, you're articulating your value to a
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  certain, you know, subset of people.
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  And then you're able to.
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  Show the marketing and, provide the marketing through that piece.
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  And so, that's the next, next part of this is you articulate, then you're able
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  to show, again, we always like to show, just like when people join my group at
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  the Wolfpack, we show the value, right?
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  We show you what you're going to get day one.
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  It's not like, yeah, we'll do that someday.
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  And it never comes to fruition.
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  And so, just as we do there in your production, make sure you're
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  showing the value, make sure you're articulating the value.
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  And then we can go from there.
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  And again, if any of this sounds good to you, a ton of this will be, you
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  know, covered in the webinar, buyer's agent to listing agent in 30 days,
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  there will be a ton of communication cues and ideas in there for you to
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  build your business the right way.
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  Maybe transition or or make a little flex over to another portion of the
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  business as we see these changes come down All right, and the final
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  piece and this one's amazing and a communication gold mine is storytelling
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  right because if we're articulating our value to that target avatar and we're
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  adjusting it to the marketing and And the desires of whoever we're serving.
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  We can also then tell stories, right?
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  And just like a client testimonial, having that on the internet, being able
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  to be in conversation and tell stories of people that were, had the same problem
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  set as whoever we're serving and you were able to do X, Y, Z, and get them
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  to solve, help them solve the problem or be a part of their story and that
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  problem solution, if you can tell these stories to other people, you will.
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  Absolutely boost your communication.
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  It will be far more authentic, much more natural, and people latch on to stories.
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  So become a good storyteller.
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  And you know, that, that comes two ways.
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  I'm not saying the cliche tell stories like not true.
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  However, if you have real life, true stories.
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  Of people that share similar problems or in similar situations.
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  And you took these steps.
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  It's a proven track record to get you to here, right?
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  And people are like, well, you know, that if you're saying it's not as
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  powerful, certainly if you can get those clients to tell their story on
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  video or interview or whatever, that's even better be like, Hey, here you go.
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  This person was in your shoes.
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  This is what we did.
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  And you can go from there.
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  So if you're leveraging video in that way, it's just a bonus.
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  So, being able to tell those stories, getting really good at
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  telling those stories, getting really good at grabbing onto those
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  problems, those pain points, right?
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  That's where it starts.
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  You identify pain points and initial meetings and, and
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  what people are going through.
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  And if you can build an all a cart plan to hit every single one of those
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  pain points with storytelling from other people, and then providing that
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  value, Showing the marketing, doing all the things like we've talked about.
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  Articulation is, is through the roof.
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  So use stories in order to get to where you're supposed to be.
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  And if you're a newer agent, you're like, look, Jeremy, I
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  don't have a ton of stories.
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  Make sure that you're shadowing other agents.
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  You're talking to other agents.
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  Maybe you have a mentor.
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  Have you ever, you know, had anybody in this situation?
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  You can use their stories and their success stories.
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  To pull into yours, you know, obviously with permission We're not talking about
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  plagiarizing or putting anything out on the internet But if you're like,
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  oh, yeah, my mentor was talking about this once He had, he had another client
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  that had this same exact issue, ABCD, and he's already talked to me about
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  ABCD and this is what we're doing.
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  And so, the power of stories, the power of being a part of a collaborative group
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  that shares kind of these stories and, and you can lean on in times of, well,
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  I've never been in that situation, but I know Daryl over here has, so
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  I'm going to talk to him about it.
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  And see then you can incorporate that and if you're communicating with somebody Hey,
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  I haven't I just talked to my agent buddy and he had this exact same thing happen
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  and this was the outcome You can utilize those stories and build that up as you
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  go and before long those stories will be yours So I hope this helped Communication
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  is number one literally the number one thing i'd be working on having these role
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  playing conversations with members of your team You office hours at the office or,
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  you know, with your family even, right.
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  I, I, I would love to practice some of these on my kids and just kind of
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  see how, how they react now that's a little bit different, but at least
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  I'm getting the reps, I'm saying the things out loud and moving the needle
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  forward in my communication strategy.
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  And, you know, honestly.
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  Here's, here's what I'll leave you with.
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  The number one communication strategy that we could all get better in is
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  listening for the cues, because I promise you that every conversation you
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  have, somebody will tell you something.
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  And if you're not listening and you're just talking about your progress
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  and you're flipping through your listing presentation or your buyer's
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  presentation, and you're not listening to what they're saying, please, please
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  do yourself a favor and, you know, be ready to go off script if you need to.
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  By listening and we'll talk to you next time like comment subscribe.
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  Bye.
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  Bye