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Transcript

The Agents Who Win This Market Will Own Listings · The Real Estate Agent Playbook

• 0:00
  Jesse Cole the author of Fans First as well as find your Yellow Tuxedo
• 0:07
  starts fans first with one line
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  and I absolutely love it
• 0:12
  whatever's normal do the exact opposite
• 0:16
  and I keep thinking about that in real estate right now
• 0:19
  I'm seeing agents start to shy away from listings
• 0:22
  they're sitting longer seller conversations are getting harder
• 0:25
  and the old put it in the MLS and wait approach isn't enough
• 0:29
  and I hear agents saying honestly
• 0:31
  I'd rather just work with buyers
• 0:33
  I wanna go the other direction
• 0:35
  if I were trying to grow from seven transactions to 30
• 0:39
  listings are on listings are one part of the business
• 0:42
  I would get incredibly serious about
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  not because buyers don't matter
• 0:46
  they absolutely do and not because every listing
• 0:49
  magically turns into four or five more transactions
• 0:52
  I like listings because of the leverage they can create
• 0:55
  a listing gives you something visible happening in your business
• 0:59
  there's a seller you're representing
• 1:01
  buyers reacting to the property
• 1:04
  people in the neighborhood paying attention
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  and an actual real estate situation unfolding right in front of you
• 1:09
  that gives people a chance to watch you actually do the job
• 1:13
  and in a harder listing market
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  I think that matters even more
• 1:18
  nationally we're sitting at 4.9 months of housing supply in August
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  the highest level in more than a decade
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  that doesn't mean every market
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  neighborhood or price point behaves the same way
• 1:30
  but it does mean more agents are operating
• 1:32
  in an environment where putting a house on the market
• 1:35
  doesn't automatically mean it disappears in 48 hours
• 1:38
  and I actually think that creates an opportunity
• 1:40
  for great listing agents because when every listing sells immediately
• 1:45
  it's difficult for the consumer
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  to tell the difference between an incredible listing agent
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  and somebody who happened to be standing in the right place
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  at the right time when the market gets harder
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  skill becomes visible the seller really needs you
• 1:58
  the house has been sitting for a couple weeks showing activity change
• 2:02
  the feedback isn't exactly what they wanted to hear
• 2:05
  and something else just hit the market that changes the competition
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  what do you do now
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  that's where I think good agents can separate themselves
• 2:13
  because when I say I want to own listings
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  I'm not talking about having the most signs in town
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  I'm talking about becoming really good at what happens after
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  somebody trust you enough to give you that listing
• 2:25
  and one of the things I love about listings
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  is that they give you permission to show your work
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  think about how most real estate agents market themselves
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  I'm a market expert I provide amazing service
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  I'm a great negotiator I have an incredible marketing plan
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  okay show me
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  a listing lets you do that
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  instead of telling somebody you understand pricing
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  you can explain why you position the property the way you did
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  instead of saying you understand buyers
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  you can talk about what buyers are actually responding to
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  and when something changes
• 2:59
  you can show people how you interpret that information
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  and what you do with it
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  now they aren't hearing you say you're an expert
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  they're watching you think like one
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  that's completely different kind of marketing
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  and that's where the leverage starts
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  now before we take that too far
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  I wanna be really clear about something
• 3:18
  the seller comes first they did not hire you
• 3:21
  so
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  you could turn that home into your personal lead generation campaign
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  your first job is to take care of them
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  and do everything you can to help them accomplish that goal
• 3:31
  but when you're actively doing that job
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  well conversations naturally start happening around the property
• 3:37
  a buyer reaches out because they saw it
• 3:39
  you end up talking to someone at an open house
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  a neighbor gets curious about what you're seeing
• 3:46
  you put out a video explaining something you Learned from the property
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  and another homeowner realizes it might apply to them too
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  that's not a hack you're just doing real estate in public
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  and people have something real to react to
• 3:59
  I think the neighborhood piece is a perfect example
• 4:02
  agents have been told forever that when you get a listing
• 4:05
  you should knock the neighborhood okay
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  but if the conversation is just
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  hey I listed your neighbor's house
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  do you want to sell yours too
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  I understand why agents don't get excited about that
• 4:16
  and I understand why the homeowner doesn't really care
• 4:19
  but once you've actually been working that listing
• 4:21
  you know things you've seen how the buyers are reacting
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  you understand the competition
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  you've heard the objections
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  you've watched what happened after the property hit the market
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  so now instead of showing up asking for business
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  you can say
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  here's what we're actually learning from buyers in your neighborhood
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  right now that doesn't get shown up on a just sold postcard and
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  you know
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  another notch in your belt as a transaction that's actually useful
• 4:48
  the listing gave you a reason to have a better conversation
• 4:51
  and honestly it does the same thing for content
• 4:54
  agents tell me all the time
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  I don't know what to post
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  and if every time you need content
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  you sit down in front of a blank screen
• 5:00
  and try to invent something interesting to say
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  I completely understand why that's exhausting
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  I don't want you doing that
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  I want the business to give you the content
• 5:09
  your seller asks a question that you or other homeowners probably have
• 5:14
  too a buyer says something that changes how you look at the property
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  you make a decision around price
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  presentation or timing you're not inventing expertise for social media
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  you're explaining something you actually experience
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  while doing your job that is a huge difference
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  your business should create your content
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  your content shouldn't become another business you have to run
• 5:38
  we're going to go much deeper into the in the next video
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  but there's another part of the listing
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  leverage that matters even more than content
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  what happens when the property doesn't sell immediately
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  because this is where I think
• 5:50
  agents sometimes accidentally give away the leverage that they had
• 5:53
  the listing goes live and everybody is excited
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  then the first weekend passes
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  another week goes by showing activity slows down
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  and now the agent starts feeling like they don't have anything
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  new to tell their sellers
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  so the communication gets a lot shorter
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  sometimes the agent actually starts avoiding the conversation
• 6:12
  because they know the seller is going to ask
• 6:14
  what are we doing that's exactly backwards
• 6:17
  the harder the listing gets
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  the more valuable good communication becomes
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  my seller should never have to call me
• 6:24
  because they're wondering whether I'm paying attention to their house
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  I should already know what's happening
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  and every week I should be able to sit down with them
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  and have a pretty simple conversation
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  here's what happened here's what I think it means
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  and here's what I recommend we do next
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  that's it I don't need to manufacture activity
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  so I look busy
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  sometimes the recommendation really is we don't change anything yet
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  that's okay but now
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  that recommendation is coming from paying attention to the market
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  instead of avoiding the conversation
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  the seller knows somebody is steering the ship
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  and something else happens
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  when you operate that way
• 7:00
  you become a better agent
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  you start paying closer attention to inventory because you have to
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  you hear what buyers actually think instead
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  of guessing what they think
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  and you watch price
• 7:10
  condition and competition collide in the real world
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  so when somebody asks you what's happening in the market
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  you don't need to repeat the same headline everybody else read online
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  you can say here's what I'm seeing
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  that's authority and it comes from doing the work
• 7:25
  this is something we're talking about with agents right now
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  because when listings sit longer than expected
• 7:30
  you can almost feel some agents start backing away from them
• 7:34
  they've made the just listed post
• 7:36
  they had the open house they've already talked to the seller
• 7:39
  nothing has happened yet
• 7:41
  and now there's this feeling of what else am I supposed to do
• 7:45
  that's exactly when I think you lean in the hard
• 7:47
  listings might actually be where you prove your worth
• 7:50
  hiring anybody looks good when everything goes according to plan
• 7:55
  what do you look like when the easy part stops being easy
• 7:58
  can you have the uncomfortable conversation without panicking
• 8:01
  can you keep the seller informed
• 8:03
  can you look at what the market is telling you
• 8:06
  and make thoughtful recommendations
• 8:08
  instead of changing the strategy every three days
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  because everybody is nervous
• 8:12
  that's the job
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  and that's also the stuff future clients see and recognize
• 8:18
  I don't mean
• 8:19
  you put your seller's private business all over social media
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  I mean
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  you take the lessons from the work and show people how you think
• 8:26
  now the future seller isn't just hearing you say
• 8:28
  I'm great at listings
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  they're seeing evidence that's where the leverage becomes real
• 8:34
  the leverage comes from doing the job well enough that people notice
• 8:38
  and I want to connect this back to the agent
• 8:40
  trying to get from seven transactions to 30
• 8:42
  I'm not telling you the other 23 deals all need to become listings
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  they don't I'm not telling you buyers suddenly don't matter
• 8:50
  they absolutely do
• 8:51
  I'm saying that if you get really good at winning listings
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  really good at serving the seller
• 8:56
  and intentional about the conversations
• 8:58
  that naturally happen around the work
• 9:00
  you're building something that has the ability to compound
• 9:03
  1 transaction doesn't always have to exist completely by itself
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  that's what I mean when I say listings create leverage
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  but the leverage only exists if underlying work is good
• 9:15
  you don't create leverage
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  just because you have a sign in somebody's yard
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  you create it by doing the job well enough that people notice
• 9:22
  and if this video gave you a little more than
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  just go get more listings
• 9:26
  and you wanna see how we're actually working through listing
• 9:29
  strategies with agents
• 9:30
  for absolutely free
• 9:32
  I wanna give you a chance to peek behind the curtain
• 9:34
  inside Carbon Collective
• 9:35
  we've been talking about this almost for six months now
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  and these conversations are the ones we're having
• 9:42
  we're working through the listing that isn't moving the seller
• 9:45
  conversation that needs to happen
• 9:47
  the strategy behind what we do next
• 9:50
  if you want to spend two weeks inside with us
• 9:52
  comment pass below and I'll send you the link
• 9:55
  come to the coaching bring the listing that's frustrating you
• 9:59
  bring the conversation you're trying to figure out
• 10:02
  bring the part of your listing process you know needs to be better
• 10:06
  I'm not asking you to take my word for it
• 10:08
  come see the room
• 10:09
  and there's one more piece of this that I want to dig into next
• 10:12
  because it connects directly to everything we're talking about
• 10:16
  agents tell me all the time
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  I don't know what to post
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  but if you're actually doing the job
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  you have things to talk about
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  the problem usually isn't that you don't have content
• 10:27
  it's that you're not recognizing the content
• 10:29
  that's already sitting inside your business
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  so next
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  I'm going to show you how I think about building a content strategy
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  around the work you're already doing
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  so you're not spending your entire week trying to invent things
• 10:41
  from Instagram