Putting it All Together

WHAT’S IN THIS INSTALLMENT?

1. THE TECHNOLOGY ELEMENT
2. THE HUMAN ELEMENT

In the previous installments we’ve discussed all the various elements or components of what I believe to be the best listing presentation you’ll find anywhere. I’ve determined not to give you just the listing “pitch”, but rather to give you the entire presentation — from the initial preparations you must make, to the underlying theory, to the preparation required to become the top listing agent, to my actual presentation itself: the actual what-to-say and how-to-say-it.

In this installment I will help you assemble all the pieces. I admit that I’ve given you a lot to chew on already. Not a day goes by that we don’t get three to five emails from agents asking us to explain some of the mathematics or to discuss how the approach might work in their market. If you’re a bit overwhelmed, don’t feel like the Lone Ranger! I hear those questions a lot. But remember: nothing worth having is easy to get.

If this listing approach were really easy to learn, everyone would be doing it. However, the fact is that it’s not. While the concept itself is the very picture of simplicity, putting it all together takes a commitment from you the agent, probably unlike anything you’ve ever been taught. But again, I promise you that, if you’ll take the time to put it all together, you’ll be listing at a premium every time. You’ll be the top listing agent in your market — maybe even in the state or country.

My approach really comes down to two parts: the technology element (assembling the right tools) and the human element (having the knowledge and the philosophical base). If you have the technology element and yet lack the knowledge and underlying values, you won’t become a master listing agent. By the same token, if you have all the education in the world and yet fail to acquire the technology tools critical to compete in this new age of real estate, you can never become the dominant agent in your market, and you may find yourself struggling just to survive. Becoming a master listing agent requires balance.

THE TECHNOLOGY ELEMENT

In the first two installments of this seminar, we discussed how the Internet is rapidly becoming the predominant method for home searches today. From only a small percentage of searches a few years ago, as many as 92% of buyers and sellers today are turning to the Internet like never before. Now more than ever, it’s critical for any agent to develop a comprehensive web-marketing strategy. After all, if the Internet is where the customers are looking for real estate, then the web should be where you focus your marketing efforts.

To develop a comprehensive Internet marketing strategy, it’s not necessary to spend a lot of money. Instead, it’s important that you invest in the proper pieces. Many agents adopt a marketing policy of “ready, fire, aim,” rather than “ready, aim, fire.” The result of such a policy is frustration. Frustration from spending a lot of money and receiving little, if any, return on your investment. Frustration from wasting a lot of time trying to do what all the “experts” advise, only to figure out too late that those so-called experts haven’t got a clue about online marketing. Frustration from making a good-faith investment of time and money, only to be let down again.

For less than the cost of running an ad in a homes magazine for a single month, you can put together the marketing solution that will return as many as 100 new inbound real estate customers! (For most agents, that same money spent on a magazine ad will return 8-10 leads.) What’s even better is that, by using technology to capture the leads, not only do you get more information, but also the information is inserted into your database, and follow-up is a snap.

Using our LCMTM Gateway, our typical agent partner spends only about $120 per month for his technology. That small amount buys him his lead capture gateway technology, and then we give him a website and an integrated customer database (the very same ones that my own real estate team uses), at no additional cost. After getting the technology in place, our average agent spends roughly $250 for advertising. That’s all! The result is an average of 92 leads, nationwide, for a marketing cost of only $2.71 per lead. And for that tiny investment, our agent partners not only spend less money on marketing than their competition does, but also they generate more business than they can personally handle, allowing them the freedom to grow their businesses like never before.

Imagine what it would be like for your own business to have twenty new leads every week — and each for less than the cost of a cup of Starbucks® coffee! Would that change your business? Would it take the pressure off? Would it allow you to be a little choosier about which customers you work with? Would it give you enough “breathing room” to begin to expand your business? Could you see how simply having a steady inbound stream of customers would allow you to run your practice more like a business?

If you answered “yes” to any of those questions, you truly owe it to yourself to look into getting the right technology. You don’t have to spend a lot of money to have state-of-the-art lead capture. And good lead capture will set you up for being the top listing agent in your market because you will have more opportunities than anyone else. And that’s what it really comes down to: more opportunities. Call us toll free at (800) 708-7705 extension 7600, and speak to one of our real estate coaches. Or feel free to visit our website, where you can learn more about our technology and our agent partnerships. We’re happy to discuss your specific scenario and your market. Maybe we can help you take your practice to a new level.

THE HUMAN ELEMENT

As I mentioned before, having the best technology in the world — having an endless supply of new inbound customers — won’t help you at all if you don’t have the basic skills needed to turn those opportunities into closed transactions. That’s where the human element comes in. I believe that there are several fundamental things which a REALTOR® must have if he is to become a master listing agent. Just as the technology is crucial to success, so are these basic “human” factors.

First let’s talk about education. In this seminar I’ve given you some very specific things to learn that will make you the best agent for the job. Let’s be honest here: most of us haven’t done a lot of studying since we left school, and the temptation is to try to get by without having to do the work. I know that. But that’s all the more reason to make yourself do it. Average agents won’t. You want to be a top agent!

I’m going to make a confession here. I don’t really like to study either, but that’s what gives me an advantage. My peers never crack a book, while I read about two books a week. Do I do it because I like to read? NO! I do it because I need to continue to push myself to become all that I can become. If I am to be the top listing agent in my market — if I really want to be the best — then I have to make myself do those things that I don’t necessarily want to do. Remember how your mom used to make you eat spinach? Well, I say eat your spinach.

It’s a hassle to do the market research required to become a top agent, but this is your career. I promise you that there are agents calling me every day asking for help because they really want to go to the next level. Those who put in the work invariably succeed. Those who don’t, won’t. They won’t become top agents. It’s as simple as that. Winners make it happen, and losers make excuses. It’s all about you. Do you really want this? If you do, I’m absolutely convinced that you can achieve it.

The other key human factor is your governing values (or personal philosophy). It’s not my desire to be preachy here, but I believe that out of our inner self flow the issues of life. We influence our success or failure by how we bring ourselves to the process. And I believe that the value system we use to govern our businesses has a direct impact on the outcome of our lives. And I believe that there are a number of principles that we can follow to ensure our success.

1. The Principle of Vision. The most important principle, in my opinion, is vision. By this, I mean being able to see that which is not, as though it were. I believe that we’re made in the image of a creative God and as such are inherently creative by nature. And it’s that creativity which gives us the opportunity to build something truly phenomenal. Most of us don’t take the time to allow a clear vision to be formed in our hearts. But the more detailed our vision, the greater our chances of achieving it. The scriptures teach that, as a man thinks in his heart, so is he. Allow yourself to develop a vision for what could be and take the time to see it clearly in your mind’s eye.

2. The Principle of Confession. Taking our vision and beginning to articulate it is the key to bringing it to reality. Just as God’s instrument of action in creating the world was “speaking” (i.e. God said, “Let there be light”), the way that we transfer vision to reality is by speaking it. I never miss an opportunity to share my vision with people around me. Every time I get a chance, I articulate it to employees, agents, recruiting prospects, and peers. Why is confession so important? Because our subconscious mind believes what it hears. That’s another reason to be careful what you’re listening to. If there are negative people around you — people who tell you that you can’t do something — it’s important that you let them know you don’t want to hear their negativity. If you must, find someone else to spend time with! You alone control what your subconscious mind listens to, so make the message good.

3. The Principle of Reciprocity, or Sowing and Reaping. We’ve all heard the old adage that what goes around comes around. It’s true. Scripture teaches us that, “Whatsoever a man soweth, that shall he also reap.” In other words, give, and it will be given to you. This principle has two aspects:

a) Quantity. To the degree that you give, to the same degree you’ll receive. “He that soweth sparingly will reap sparingly.” The more you do to help others, the more your kindness and generosity will come back to you. Giving abundantly is the key to success. I know of lots of agents who never volunteer at their local Association, who never take the time to help a new agent, who never help those in need. What a shame.

b) Kind. You will reap in kind with your sowing. If you plant apples, don’t expect to grow bananas. If you want to reap success, you need to sow success for those around you. If you’d like to receive happiness, then make sure that you don’t sow seeds of “ugliness” for those around you. Whatever seeds you plant will ultimately come up. Make sure you’re planting the right seeds.

4. The Principle of Greatness. If we want to be great, we must be servants. The way up is down. This is contrary to traditional wisdom, which teaches us that, if we want to get ahead, we must put down our competition. I marvel at the crab-bucket mentality that so many agents have. Many would rather pull someone else down than actually see what they can learn from a competitor. How tragic! If you want to be great, serve those around you.

5. The Principle of Leverage. Two are better than one. You can create leverage through synergy. Team building is an example of this principle. By enlisting others, we can build something much bigger than ourselves. In fact, we can build a whole that’s greater than the sum of the parts. Don’t be afraid to work with other people: often that’s the key to going to the next level.

6. The Principle of Stewardship. If we’re faithful in the little things, we will be entrusted with bigger things. If we waste the resources that we’ve been given, we shouldn’t be surprised that we lack the resources that we need to grow when opportunities come our way. I know of many agents who have all the “toys,” own a huge house, drive the most prestigious car, and yet live from deal to deal. Again, what a tragedy.

7. The Principle of Responsibility. To whom much is given, much will be required. God holds us accountable for that which he has entrusted us. If you’ve been given success, you have the opportunity and the responsibility to use it wisely. This principle is related to the principle of stewardship, but different. One is the flip side of the other. Stewardship is the key to getting success. Responsibility is the burden of that success.

8. The Principle of Perseverance. We must endure trials and hardships in order to succeed. There is a refinement of character that comes from perseverance. Show me a successful person, and I’ll show you someone who has gone through many personal trials. And when those trials come your way, learn to see them as an opportunity to persevere. I know that, in my life, nearly every time I feel as if the situation is so bad that I can’t possibly endure it, I hold on anyway. Invariably the solution to my problem comes right after I’m the most tempted to give up.

9. The Principle of Thankfulness. Nothing is less attractive than a whiner and griper. Nobody wants to be around that kind of person. Well, there’s a principle that thankfulness is attractive. Of course, when everything is going well, it’s easy to be thankful. But if you find yourself in a tight spot, determine to be thankful anyway. Lack plus thankfulness equals sufficiency. I personally believe that this is the mechanism that demonstrates to God that we truly trust Him. If we’re thankful, regardless of our situation, we attract other people to come along and help us.

10. The Principle of Rest. The more talented you are, the more you’ll be tempted to “force” things. And while forcing an issue often provides a solution, it’s rarely the best solution. If you feel pressured to make a decision, don’t make one. Bite your tongue, and say, “No, thanks.” Often the best action is no action — rather simply to wait patiently for the right solution to emerge from the quietness.

So there you have the entire listing presentation that’s made me one of the top listing agents in the country and earned my clients and me lots of money. Now you have the big picture, from the technology tools to the actual presentation to the underlying philosophy that’s been responsible for my success. Hopefully, you can see that this is not simply a “listing presentation” to memorize: it’s a way of doing business. I hope that you’ll try it if you’re looking to improve your business.

I know that, over the last few years, we’ve had hundreds of other agents who’ve decided that this approach could provide a missing ingredient in their practices. Many have gone on to grow as fast as or even faster than I did. We have quite a few agents who’ve grown so fast that they’ve had to recruit additional agents. Many have grown their personal production while taking more time for other activities. But one thing is certain: every single agent who has actually tried to do what we taught him has experienced some degree of success. The fact is that this approach works everywhere. Call us today at (800) 708-7705 extension 7600, and we can help you find the technology, or we’ll help you with any part of the presentation if you have questions. Our LCM gateway may be the right solution for you, and it may not be, but we’re happy to help you either way.

SO WHAT’S NEXT?

Well, now you have the secrets that allowed me to list 114 homes in a single year, all at 8% or more. Now you know exactly how I’ve grown from a single agent practice to the owner of the largest brokerage in our market, all in three short years. It wasn’t magic. It wasn’t luck. I didn’t do anything that you can’t do if you decide you want to do it. The ball is in your court. Will you decide to go for it? I hope you will.

Feel free to print out the installments and to read them again and again at your convenience. If you take the time to study what I’ve shown you and then — more importantly — to apply it, your real estate business will never be the same again. If you’d like to know more about my company or me, call us toll free at (800) 708-7705 extension 7600, or feel free to visit our website at http://FavoriteAgent.com. We’re happy to help you become a top listing agent. It’s my greatest honor to be able to play a small part in your success. Thanks again for reading.

Matt Jones
President/CEO
REALTOR®, BROKER, ePRO®
FavoriteAgent.com