In a world first, real estate auction leaders, Harcourts are to offer their unique sell-by-auction system to non-Harcourts branded agents
If you've never offered a property for sale by auction before, either as an agent or as property owner, you're going to think of it in terms of risk.
My North American listeners might be interested to know that selling real estate by auction is alive and well in many parts of the US and increasingly in Canada.
I'm not talking about power of sale, a Mortgagee clearance, bank forclosure or a distressed selling situation. I'm talking about a property owner who wants to sell and maximize their result, who teams up with an auction savvy agent and committing to an auction campaign.
But up until now, this has been tricky.
Many agents in North America haven't auctioned a property before and I'm sure most wouldn't know where to start.
And, in fairness, it's only natural to have concerns and reservations about something that's unfamiliar or different in much the same way people protested when the first motorized vehicles started threading their way through American Streets back in the 1890s.
But now something exciting is happening.
Harcourts, the company that pioneered the Australian method of selling real estate by auction in California, and a number of neighboring states, are for the very first time, offering their complete auction marketing system to non-Harcourts branded real estate businesses.
This highly innovative and proven business model is being spearheaded by well-known auctioneer and regional director at Harcourts Pacific, Ben Brady.
If you're a regular listener to the show you probably would have heard Episode 151 with Ben where we got into Harcourts push into the Californian real estate market and in particular, how the group has perfected the real estate auction system.
Well now, that system is a marketing gun for hire with everything from complete marketing guidelines to access to the online bidding app that Harcourts has developed.
Ben and his team are kicking off this brand new concept in San Francisco but I have no doubt they'll quickly spread East into new markets where enterprising real estate brokers and brands will be interested to discover the power of auction and the power of offering a dynamic and compelling point of difference to their selling clients.
It was great to catch up with Ben again.
We get into how the system works, why it's popularity is booming and the advantages selling by auction delivers to homeowners, home buyers and agents.
I'm recording this episode on Jan 8 2020 and it's difficult to imagine the impact the fires are having on Australia and Australians.
The news networks here in North America feature Australian fire stories at the top of most bulletins and I wake each day hoping not to hear another one.
I'm aware that a number of my real estate friends have been forced to relocate and my thoughts are with you.
It's also difficult to imagine the toll the fires are taking on all fire fighting personnel and their families. These are difficult times but like all of us, I have unlimited faith in the ANZAC spirit and the skill and courage of the teams to tame the beast.
Let's hope this passes quickly with no further loss of life and property.
Well, it's been a big year and as we get ready for Christmas and 2020 it's interesting to reflect on the last 12 months and the opportunities that lie ahead.
Late last year I spent some time with super-agent Garth Makowski in Sydney.
Garth and I are working on a project and I'll share more about that soon but it was a great chance to pick the brain of a guy who's built an amazing brand and business (with the help of wife Laura I must add) that will do more than $6 million for 2019.
If you're looking to shake things up and make next year your best ever, I'd like to share some takeaways I picked up from Garth that you might like to incorporate into your own 2020 vision.
Garth's operation is impressive, In fact, seeing how he and his business operates is a little bit like when Michael Keaton, playing McDonalds founder Ray Kroc, first sets eyes on the McDonald brother's business in California in 1954.
You've probably seen the movie, The Founder, which chronicles Kroc's journey from Milkshake maker salesman to multi-millionaire owner of what would become the biggest and most successful restaurant chain of all time.
Like McDonalds, Garth works a system and as Ray Kroc famously said, "the system is the solution"
So... my BIG takeaway from my time with Garth was the power of the system that runs his business.
He's also a meticulous goal planner and can go back years with his journals to illustrate the power of planning and how it's helped him achieve so much.
Right now, he's calibrating his goals for 2020 and I have his permission to share the 5 goal planning areas he focusses on around this time each year. They are;
It's worth reinforcing the effect of number 3, critical friends and people. Nobody ever achieved anything alone and I believe, in fact, I have proven, that building your personal advisory team is one of the best things you can do to go after the results you're looking for.
So let me summarise a proven plan for 2020.
Plan your goals around the 5 areas I've just mentioned and build your personal team to help you execute. They might be key people in your business, a business partner, a key employee, a trusted relative, a mentor or coach. And please, if you're going to invest in a coach, make sure they really know real estate and can produce evidence of a successful career.
Speaking of systems and success, my guest today is living, breathing proof that the system is the solution in real estate.
I first learned about this guy from my business partner at LockedOn Luke Newton.
Super agent Chastin Miles from Dallas, reached out to Luke when he discovered LockedOn after a Google search and wanted to know more.
By the way, in case you don't know, LockedOn is a real estate specific, cloud-based, customer relationship management system.
Anyway, one thing lead to another and before long, Luke and his team of developers started working on a North American version of LockedOn which we launched during 2019.
Chastin loves the platform and gave Luke a heap of awesome feedback and ideas to get the new version to where it is today.
I met Chastin at NAR in San Francisco last month and I promised him this episode would be out before Christmas.
So Chastin, thanks for your time, great to meet you and a Happy New Year to you and your family. I'm looking forward to catching up and setting up that Jigglar demo I promised.
Also, please let me extend New Year wishes to all my listeners and real estate friends. Your feedback and support has been invaluable during 2019 and I can't wait to inspire and motivate you with lots of fresh ideas in 2020. I have a feeling it's going to be a very big year!
All that and more, coming right up!
Before I get into this week's episode with super-agent, Michael Coombs, I wanted to let you know about a very special event coming up towards the end of next month. That's November 2019.
I count myself very fortunate to have featured some amazing agents here on the show.
I like to profile the top agents who are waking up every day just like you and doing the things that get them results... and I like the way a good podcast can do that.
But for some time, I've been looking to take that podcast listening experience to the next level and host a live mastermind style meeting for a day with a top agent guest from the show who's ready and willing to share their best ideas so others can learn and duplicate. The trick however, is getting a million-dollar plus performer to say yes.
Looking back over my most popular interviews, it wasn't too hard to find the right guest.
I've featured Sydney super-agent Garth Makowski on the show a couple of times in episodes 10 and 144 and the feedback from both sessions was phenomenal.
Garth's operation in Western Sydney where he owns and operates one of Australasia's best performing Harcourts offices will do close to $6 million in total revenue this year.
He's also in high demand as a trainer and speaker but naturally, like all top agents, he's very careful where he spends his time.
So long story short, Garth said yes when I asked if he'd be the feature presenter for a one-day leadership and top agent summit in Sydney on Monday November 25 this year.
Garth has spoken in front of thousands of agents but I wanted this to be more of an intimate gathering of like-minded professionals where we all get a chance to ask questions and workshop ideas so I'll be keeping numbers low to make sure this happens.
That date again is Monday November 25 and we'll be meeting at Garth's brand new office in Campbelltown about 35 minutes from Sydney Airport.
If you decide to join us, get ready for a great day of discovering fresh ways to take your business to the next level, and Garth also has some brilliant strategies to help you smash it in 2020.
We've set this up for real estate business owners, managers and top agents and I can't wait for you to experience Garth's special energy, raw enthusiasm and a unique ability to share more than 20 years of elite real estate and business owner success.
If you'd like to know more, simply email me at firstname.lastname@example.org and I'll send you a link with full info.
This is the only training day I'm involved with for 2019 and I don't know when I'll get the chance to do it again.
Email me today and I'll reserve your place.
There was a time, not so long ago, where a million dollar a year performer was a rare unicorn.
I define a super agent as someone consistently earning $1 million dollars or more in GCI a year.
If you ever wondered what a real estate career can do for you in terms of income and lifestyle, listen to this interview.
If you've ever felt like an imposter and you don't belong earning an annual GCI in excess of $1 million, you need to listen to this.
And if you'd like to tap into what needs to happen to become one of the most successful agents in the area and in the country, you MUST listen to this interview with 4 million a year super-agent Michael Coombs.
This is a guy who wears his heart on his sleeve. He's humbled to experience the success he now enjoys and is refreshingly honest in the way he shares his story.
With real estate it’s quite simple: if you fiercely refuse to blend in, you can’t help but stand out.
My guest for this week's episode is LA-based super agent, Peter Lorimer.
Peter is an Entrepreneur, Real Estate expert and co-host of the top-rating NETFLIX series “Stay Here” which helps struggling property owners redesign and market their short-term rentals into moneymaking showstoppers.
But before real estate, Peter had another life:
Born and raised in the UK, he achieved tremendous success as a widely sought-after Music Producer working alongside the biggest names in music including Pink, Sheryl Crow, INXS, George Michael, Christina Aguilera and more.
He accumulated over 30 #1 Billboard chart hits by his retirement from the music industry in 2003. Wow!
On a quest for new business ventures, Peter began investing in the LA property market.
In 2005, he joined Keller Williams Realty and went on to become the #1 Agent at his brokerage three consecutive years in a row.
In 2009, he earned the prestigious distinction as the #1 top producing Keller Williams Agent for the entire LA region.
In 2010 Peter launched PLG Estates based in the heart of Beverly Hills and aimed at serving the who's-who of the creative entertainment world, which blossomed with its anti-establishment mantra and its policy of no-vanilla.
Peter and his team of more than 200 handpicked agents dance to the beat of their own drum while catering to a discerning clientele.
I believe we need less agents and more marketers and those with the courage and drive to shake things up are forging some of the most dynamic and successful businesses in the world.
Peter is living, breathing proof this works. He's part realtor, part Hollywood and part creative director attracting household names as loyal clients.
When you've finished listening to my interview with Peter, can I suggest you head over to his website PeterLorimer.com where you can feast on a visual treat of stunning marketing images, engaging videos (that Peter actually produces himself) and world-class copy that tells the stories so important to drawing a crowd and keeping them.
Back when I was kicking off this podcast, I’d been listening to Super Agents Live which is the number 1 rated podcast for agents hosted by Toby Salgado.
Then I had a thought…
What if I connected with Toby and we interviewed each other for our shows?
It would be a win-win and we could share each episode with our respective audiences and help spread the word.
I emailed Toby and he said “I’m In”
That was back in January of 2016. It was my 33rd episode.
Super Agents Live is closing in on 300 episodes and Toby works hard to deliver excellent content each week.
Can I suggest you subscribe to his show on iTunes or Sticher or wherever you download your podcasts by searching Super Agents Live or go to SuperAgentsLive.com
Toby is also a huge fan of radio adverting and works with hundreds of agents helping them win more listings and make more sales in their local area.
It doesn’t matter where you are, Toby knows the game and can probably get you very sweet deal on airtime. He also knows what type of stations work for real estate marketing and what don’t.
He’s happy to chat and give you more info, so if you’ve ever wanted to break into radio advertising and stand out from the crowd, this is an excellent opportunity from a proven global authority.
Check out MyRadioExpert.com for more info.
This episode is pretty much me and Toby talking real estate marketing and what’s working right now. He shares some valuable insights.
If you're new to real estate or even if you're not and you want to fuel inject your results and your income, I'm going to suggest you grab a notebook and a quiet space and listen to my interview with super-agent Tim Heavyside.
You'll come away with ideas and priorities to start implementing the changes you're looking for.
Tim is Director and Auctioneer at Fletchers, a dominant brand is Melbourne's highly competitive eastern suburbs.
He came in at number 13 on this year's REB Australian list of real estate's top 100 agents.
Let's take a quick look at his numbers: He's been in real estate for 17 years and has a support team of 4.
For the 12 months leading up to June 30 2019, Tim listed 140 homes, sold 111 with an average days on market time of 35 and an average sale price just over $1.5 million
Special thanks to Tim for taking some time out of his busy day to share his strategies and tips and as usual, Tim shares something else that's even more powerful.
Take this <a href="https://www.shoreagents.com/" rel="noopener" target="_blank">short test</a> and see if you're ready to step up to a VA
The never-ending quest for increased productivity and leveraging time against results continues to change our world. And in real estate, perhaps more than any other industry, time is our currency.
We all have the same 24 hours in a day, so what makes one agent 10 times more effective than another?
How do successful agents take 10 weeks holiday each year and live the dream of a so-called 'balanced life' while others labouriously tread the hamster wheel of continuous struggle with time and money?
Think back just 25 years to a very different world where we walked into a bank to do our banking, walked into a travel agent to choose and book a vacation or paid obscene amounts of money for marketing and graphic design then waited or days or weeks for delivery.
Post-1995, the Internet of things has not just changed the way we live, it continues to alter almost every aspect of our lives and careers.... and at breakneck speed
Take powered flight for example. Did you know it's less than 70 years between The Wright Brothers and the Lunar landing?
Today we do our banking online, we Google the best vacation deals or whip up a stunning flyer, infographic or social media post in <a href="https://jigglar.com/" rel="noopener" target="_blank">Jigglar</a> in just a few minutes.
So what's my point?
Quite literally and like never before, the world is at your fingertips and a rapidly growing bunch of agents who understand the power of change and the accompanying opportunities are achieving major breakthroughs by delegating non dollar-productive tasks to a virtual assistant.
Not convinced? Okay, let's look at this another way.
If your annual income is around $180,000, you work 6 days a week, you're hourly rate is around $70.
If you're a full-time admin assistant doing all the things a full-time admin assistant does, working 48 weeks a year from 9 to 5, 5 days a week for a salary of say $60,000 your hourly rate is around $30
There are really just 5 dollar productive activities top agents focus on:
Doing an open home
prospecting in any form
Securing a price reduction
Meeting with a potential seller and delivering a listing presentation
and negotiating and documenting a contract
In a perfect world, everything else can be delegated.
But most agents won't hesitate to bury themselves in the thick of thin things and sail headlong into non-dollar productive tasks.
Yes okay, there are things that need doing but shouldn't you focus on building your brand and getting in front of more clients?
And here's what happens: As soon as they switch to traditional assistant tasks they've just given themselves a 60% pay cut on their hourly rate.
Instead of sticking to the tasks that deliver them an income at an hourly rate of $70 bucks, they're doing $30 an hour stuff and wonder where the day goes.
Real estate is the perfect industry for a virtual assistant because so much of what we do can be systemized. Rinse and repeat.
Virtual assistants are not new but one Australian real estate entrepreneur has identified a big gap in the market and based himself in the Philipines to build and grow a highly efficient team of assistants working for agents in a growing number of countries.
Stephen Atcheler set up shoreagents.com to meet the needs of time-starved agents everywhere. His people are real estate trained and know what they're doing.
By basing himself offshore where his team live and work, he's 100% hands-on recruiting and training the best people who deliver outstanding results.
In fact, if you're not sure whether you're ready for a VA, Stephen has set up a short questionnaire or 'are you ready' test at shoreagents.com to help you take things to the next step. You'll find it at shoreagents.com and there's no obligation or charge for this service.
So, you have the ultimate solution to increased productivity at your fingertips ready to go.
Before I bring Stephen into the show, let me leave you with one thought: The fact is, the only time we make money in real estate is when we're in front of a seller or buyer.
Imagine if you had more time to focus on those 5 key dollar productive actions, knowing there is someone competent and capable working in the background to support you on a daily basis... and keep in mind, you're not paying anywhere near $30 bucks an hour.
Stephen and his team are changing lives and careers with a powerful real estate specific support platform.
Take the test at shoreagents.com or head to the show notes at for this episode at TopAgentsPlaybook.com/153 to watch my interview with Stephen and a link to shore agents and contact points.
Keep in mind, real estate top agents all have a fantastic support team so why not explore this awesome opportunity to reach your goals faster
Get Stephen's book, <strong>The Offshore Tipping Point</strong><a href="https://www.shoreagents.com/off-shore-tipping-point/" rel="noopener" target="_blank"></a>
<strong>Contact Stephen</strong><a href="https://www.shoreagents.com/contact-us/" rel="noopener" target="_blank"></a>
<strong>This is the website link</strong><a href="https://www.shoreagents.com" rel="noopener" target="_blank"></a>
<strong>Connect with Stephen on LinkedIn</strong><a href="https://www.linkedin.com/in/stephen-atcheler-b6004662/" rel="noopener" target="_blank"></a>
Meet Arabella Hooper. This is what happens when focus and discipline meets an organized plan!<!--more-->
There's a saying that goes; if you want to get something done, give the job to a busy person, and if you're into extreme productivity, getting results and squeezing a little more out of each day, I think you're going to love this interview.
My guest today is a 16 year veteran and this is the first year she nominated to be listed in REB's Top 100 agents in Australia.
She's also a mother of four young children so I'm thinking the only way she can achieve such impressive results is because she's organized with industry-best systems.
Her entry into the list of elite top earners is due to pure numbers in terms of listings and sales. She's not selling $5 million dollar homes in Sydney or Melbourne, she based in the beautiful hills district just outside Adelaide South Australia.
And for my listeners not familiar with the Adelaide Hills, we're talking about some of the most beautiful country on earth. Lush green rolling hills, horse studs, hobby farms, larger commercial agricultural operations and home to some of the most successful and award-winning wine companies in Australia and the world.
Arabella Hooper is a team member at Harris Real Estate. As you'll hear in a moment, there's little time for indecision and time-wasting in her world. Listen out for her strategy on working with unmotivated sellers and how she's learned about the damage they can do to your productivity and your business.
And we get into the weeds on some very relevant ideas that will help you lift your results.
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<a href="https://www.harrisre.com.au/directory/arabella-hooper/" target="_blank"><strong>Meet Arabella</strong></a>
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I think you'd be looking far and wide to find anyone with more passion energy, drive and enthusiasm than America's #1 real estate auctioneer Ben Brady.
But there's a bit more to the story...
A little over 5 years ago, Ben and his team spear-headed the Harcourts attack into the US, setting up in Los Angeles California.
In that time, Ben has become the #1 Auctioneer in the US selling more than $4 Billion worth of property under the hammer.
I don't want to dwell on this but do you have any idea how massive that is?
It's the real estate equivalent of getting a bunch of football supporters to start following another team.
It requires something way beyond normal selling skills, but as you'll hear in a moment, Ben is well beyond normal with the ability to overcome seriously huge setbacks and challenges that would probably make you and I head for the bar.
As I'm thinking through this intro, I'm looking to highlight takeaways that you can apply to your business and as you're about to find out, they're everywhere.
The challenges required to pull something like this off are nothing short of phenomenal starting with Ben's ability to surround himself with an impressive real estate auction and marketing team plus creating a series of engaging campaigns to win over Californian home sellers with a totally foreign and untested method of sale. Not to mention designing a compelling counter-attack to combat the ingrained US agent and consumer belief that selling by auction is reserved for distressed sales like bank foreclosures.
This interview gives deep insight into the will, determination and focus required to take on any big challenge. So if you're looking for some next-level inspiration to take your personal brand and results to the next level, I think you're going to love this session with Ben.
If you listened to my recent interview with Melbourne's Glen Coutinho who moved to LA this year to run Harcourt's #1 office in Beverly Hills, you might remember their stats Glen shared for the last year:
They auctioned 1200 homes with a clearance rate around 92% and days-on-market at 35 compared to an area average of 120. If that isn't delivering a better way to buy and sell real estate, I don't know what is.
Harcourts awesome marketing campaign invites real estate consumers and agents to RETHINK REAL ESTATE.
And in the last year, Harcourts' Auction wings have spread to record auction results in Hawaii, Oregon, Nevada and the Canadian province of Brittish Columbia.
If that's not enough, Ben and his dynamic young team have their sights set on even greater challenges which you're about to discover...
The real estate technology invasion is well underway with tech giants and startups everywhere trying to force their way between the agent and the seller.
In fact, I believe the changes we're seeing and about to see represent the greatest shift in the real estate industry as billions of dollars continue to fuel an ever-growing number of direct-to-consumer start-up businesses competing with you for the attention of property sellers and buyers.
I don't really see there's anyone to blame here and not all startups succeed, but those that do are going beyond disrupter status to change the way real estate is being bought and sold. The simple fact is, that if you throw enough money at something, then sooner or later you'll get traction.
There was a time, not so long ago, when the real estate agent's role was purely transactional. You won the listing, you found a buyer, negotiated a contract, said sayonara and hoped the seller would call you if they ever needed to sell again.
Today, agents looking to stay relevant and compete against the Zillows, Redfins, Open Doors and iBuyers are left with little choice but to broaden their range of services to go well beyond the transaction and oversee and guide their clients through the complete buying and selling experience.
Phoenix Arizona is an affluent desert city of 1.7 million and the sprawling suburbs with high real estate turnover are a popular proving ground for the next big thing,
Staying relevant and staying in business is easier said than done so smart agents are looking for ways to increase market share, build relationships and go way beyond the transaction.
If you've listened to any of my shows before, you'll know my real estate success formula is all about attracting the attention of consumers (and I'm talking about anyone in your community with a pulse) and continually providing relevant and valuable communication. So when the time comes to sell, they reach out to you instead of the app on their phone.
In today's episode, we're going to connect with one Phoenix agent who's seen the writing on the wall and is making moves to attract his own local market traffic.
And the good news for us is that he's ready and willing to share everything he knows and his mantra makes sense: When you look for ways to be more than just about the transaction good things can happen.
And wait until you hear what he's doing!
I know many of you like to listen to some episodes more than once because there's so much gold. I think this might be one of those.
At 5,380 metres (or 17,600 ft) Mt Everest Base Camp is the final resting place and launch pad for an attempt to summit the world's tallest mountain at almost 9000 metres or 29,000 ft.
From all reports, the trek up to the Base Camp is grueling and not all of Jet's team were successful.
Some people succumb to altitude sickness faster than others but everyone pays a price for breathing thin air.
As you'll discover in a moment, it was an epic adventure but also a great personal challenge as the team faced a number of serious obstacles along with the constant temptation to quit.
Jet's forte is helping agents achieve their personal goals and ambitions by giving them tools to influence their mindset.
If we accept that personal success which, by the way, I define simply as happiness, is the result of a series of decisions, then anything you can leverage to make the best decisions has gotta be worth it.
The good news is that, in real estate, it's easy to identify the things that hold us back...
And things like picking yourself up after a setback and developing resilience with mental toughness.... which by the way, I believe is something anyone can acquire if they want.
but... I already know what you're thinking, these things are easier said than done
You can download them now at TopAgentsMindset.com
A trip to Everest Base Camp can only be described as an extreme adventure.
And it's interesting to listen to Jet share his experience of the adventure so soon after he got home.
Jet's a guy who likes to think deeply about things and he had plenty of time to do just that on the trip.
In fact, he came up with 10 mindset ideas for agents and he shares them during this interview.
You may have seen that a number of climbers who were at Everest Base Camp at the same time as Jet and the team didn't make it back from the summit alive last month.
In fact, people have perished on their way to Base Camp itself which gives you some idea of just how risky the trek can be.
Personally, I have learned a lot from Jet in the last year and many of my own private client group have told me how much Jet's download has helped them as well.
For me, a self-confessed distraction junkie, learning the power of focus and discipline has helped me take things to the next level. Acquiring the skill set to think and plan better has been an enormous help as well as taking a moment to pause and breathe before launching into a decision I'll later regret.
I've learned life is not so much about what happens to you, it's how you handle what happens to you that counts.
I think you'll enjoy this interview with Jet. His teachings are things of value and his guidance is a shining light for many on a dark highway.
Just in case you've been hiking to Mount Everest basecamp with real estate mindset coach Jet Xavier and suffering the humiliation of no signal for the last few weeks, I'll greet you with the news that UK based real estate discounter Purplebricks has shut up shop in Australia siting a tough market and poor consumer support.
In a poorly researched and executed advertising frenzy since launching in Australia a few years ago, PB blew $20 million trying to buy market share by selling a message nobody wanted to hear.
Now I don't know about you, but if I had $20 million to blow on marketing, I can think of a hundred better ways to invest it.
But I believe top agents have something far more valuable and that's a formula for helping their sellers sell above market value and the agents I interview right here on the show are not only experts at helping their clients sell for more, they're also more than happy to tell you how it's done. All you need to do is go searching thru my episodes and you'll discover how agents like Marcus Chiminello will earn $4.3 million this year.
Here's a guy who actually grows his GCI year on year regardless of market conditions. If you're new to the show, you'll find a bunch of top agent interviews and great ideas you can start using today.
Purplebricks arent the first fee discounting real estate company who think they know what real estate consumers are looking for and they won't be the last.
And I want to be clear that it's the discount fee real estate services model I'm attacking in this episode not so much the brand.
Obviously, there is fallout following the Australian exit. Jobs are lost, dreams are shattered and careers disrupted and if you're a former Purple Bricks agent, I mean you no disservice and this is by no means a personal criticism. I can understand you're upset and perhaps even angry at what's happening. But if you're committed to staying in real estate, can I suggest you hear my out and see if my argument resonates with your business and marketing compass... and who knows? Perhaps these are event will trigger a positive change in the direction of your career.
Long story short, it's the PB model that troubles me for the simple reason that sellers are under-represented and their homes run an increased risk of being undersold.
I'm going to get into the 5 main reasons why PB failed, why the discount services model is in intensive care and the big marketing opportunities agents have and how you can get your point of difference message out to sellers in your area.
I notice super agents have a simple formula. My guest for this episode shares his and more
But first, I want to say a special thank you for all the great feedback from last week's interview with Garth Makowski.
Garth's tough market talks are impossible to beat and he shared so many winning scripts and ideas on that episode.
If you haven't listened yet, go to topagentsplaybook.com/144
My main mission with the show is to get you up close and personal with real estate's best and give you the takeaways you need to reach the goals you want.
And speaking of top performers and tough markets, the super-agents are rising and I notice almost all use a similar model just like my guest today.
They build a dedicated team of supporters who let them focus on the things that make them money.
These are what I call the blue dollar tasks like prospecting, doing an open, putting a deal together, delivering a listing presentation or getting a price reduction.
They know that almost every other task can be allocated to someone else.
Let's break it down and look at it this way because I want to make a point. If you're a super agent, you're probably earning at the rate of somewhere more than $175 an hour.
So why would you work on tasks that could be competently completed by someone for $35 or $40 an hour?
If you're not at super agent status yet but want to be there, you can simply copy the formula and start looking at your personal business and the regular tasks you're doing.
Why not get some help to let you focus on getting in front of more sellers and buyers. You can start with a virtual assistant for 10 bucks an hour. No wage, or commitment, just pay by the hour.
I've been doing this for years and it's a game changer. You can make a screen share video giving instructions and create a library of training videos behind a private YouTube password channel and you can basically do it all for free.
Start thinking like a super agent and watch what happens. My crystal ball tells me plenty of agents are spinning their wheels at 30 or 40 deals a year that should be doing this to take everything to the next level.
It's simple economics. The more time you can dedicate to your blue dollar tasks, the more results you'll see. It's a law of nature just like gravity.
And my advice to anyone looking to reach super agent status is to study their systems and strategies. If they publish a guide or eBook get it. If they offer a course, buy it. Because that's just what they did to get where they are today.
My guest for this episode is Sydney's Nick Papas.
He's an accomplished super agent earning over $1 million in GCI with a powerful message that will help set you apart from your competition.
He shares his favorite mindset hacks to make sure he's always on top of his game.
He gives his best advice on what agents can be doing to grow their brand position and influence and the best tactics for new agents to get traction early.
If you go to the show notes for this episode you can watch the video of the Zoom call of Nick and I recording this interview. That's at topagentsplaybook.com/145
All that and more coming right up.
While this show goes out to thousands of agents every month in more than 100 countries, I understand the strength of the property market will differ from place to place.
In Toronto, where I live, the market is strong with multiple buyers competing to purchase up to $2 million.
But things aren't so strong in Auckland, Melbourne and Sydney and after a 25-year boom, the cycle has turned and competition for real estate is not as strong.
So, with many of my listeners in Australia and NZ I want to dedicate this episode to getting results in a changing market and my guest for this week, as you'll soon discover, is not only ready for change but excited about the opportunities it's delivering.
So let me make a few observations:
1. The current changes we're seeing are part of a cycle. There's no way such high levels of property growth can be sustained long term. Sooner or later there's a correction. There's nothing wrong with it. It's a cycle just like the tide and the seasons. Let's remember, it's been good for a long time.
2. When the market softens, prices fall but the actual number of properties coming onto the market falls as well. Which is where most agents feel the pinch. The frenzy of competing buyers which fuels the volume of properties hitting the market is no longer so strong.
3. I have no data to back this up but I'm going to estimate that 90% of agents selling real estate today have never experienced a tough market which means many don't have the skill set required to get results for their clients. And here's something weird I've noticed. I'm going to call it MGS or Market Guilt Syndrome. I notice many inexperienced agents, for reasons I can't understand, blame themselves for what's happening. So let's accept the market is not your fault and you're not responsible. But what you are responsible for is helping your sellers achieve the best real estate solution they can get.
4. When you list a property for sale, your client, and let's assume they're motivated and need to sell, have chosen you to deliver a result. What I'm saying is you have a moral and ethical obligation to get them sold for the best price inside your average days on market time.
To make this happen, you're going to need to have what today's guest calls REAL DISCUSSIONS and probably more than one or two.
This is all around managing your seller's expectations and getting their price into the likely selling range. This takes courage and skill as many agents are discovering but here's the thing: If you can quickly develop these skills, you'll not only survive and thrive in a down market, you and your brand will be beautifully positioned once things turn around.
You need to give your sellers cold hard evidence that their price is too high. Your evidence might come in the form of days on market, the number of unique online visits which fail to convert to physical showings or good old buyer feedback.
And I know these strategies work and work well as they're a regular topic in our Private Client Group.
5. Getting your head right is essential in a tough market and I've learned so much working with Mindset Coach Jet Xavier in the last 6 months. Jet's ideas and mindset tactics are tailored to agents. That inside voice that sits on your shoulder and tells you that you can't do something has destroyed many real estate careers. But long story short, Jet has a strategy for every situation. In fact, if you download his top 7 mindset hacks at TopAgentsMindset.com you'll see what I mean. It's a short cheatsheet with his best mindset ideas.
My guest today is a formidable force in his market and a major influencer in the Australian real estate scene. He has an impressive and highly successful approach to current market conditions and I know for a fact that many agents who employ his strategies are doing very well.
And even though his market has softened, he's full steam ahead and aims to write more than $2 million in GCI this calendar year.
I have the feeling this interview is going to be on high rotation and make sure you listen out for his short role play scripts which you'll want to learn and use ASAP.
Last year, Harcourts, The NZ/Australia based real estate group auctioned 1200 properties in California. Their clearance rate at auction was 92%
Days on market for their auctions averaged 35 against an industry average of 120.
The funny thing about selling by Auction in a new market, and this is my personal observation, is that the only negative reactions come from agents.
And that's okay, everyone is entitled to an opinion. And we can all understand the threat of the unknown.
But if you dig a little deeper, you'll find the most critical agents wouldn't know a real estate auction from a hole in the ground. Or they're stuck in the Vietnam War era where they think Auctions are the last resort for a distressed sale situation.
I have no issue with spirited discussion and informed debate, but (and this blows my mind) most of the auction haters have never actually been involved in an auction campaign.
That's a bit like saying you don't like Indian food but you've never tried it. Or saying you don't like a band, but you've never heard their songs.
Let me qualify my opinion and support for the power of auction by saying that not all properties and their owners are suited to Auction.
Selling by Auction is not a blanket fix. It's an alternative selling method to be considered in certain and very specific situations.
Auction success happens when the time and circumstances are right. This is not a magic elixir for selling all real estate. It's a powerful marketing tool you bring out when it's applicable.
A couple of months ago, highly successful Melbourne auctioneer, real estate agent and father of 5 Glen Coutinho packed up and moved to join the team at Harcourts #1 and founding California office in Beverly Hills. And yep, his office zip code is 90210
Not everyone makes the decision to buy a one-way plane ride to another country. It takes courage and it takes a cause and those of you who know Glen also know he has both.
On the long plane flight from Melbourne to LA, Glen wrote a letter to his kids called 'Flick The Switch'. It's moving and inspiring and Glen has given me permission to run the audio at the end of this interview. It's powerful and impressive.
It looks like my Jigglar partners and I are heading to San Francisco again this fall for the National Association Of Realtors Annual Conference and Expo.
And an interesting side note... I couldn't work out all the peace, love and flower power references around the event until I realized it's 50 years this year since Woodstock and the height of the San Francisco anti-war peace marches. (not that I was around then but I Googled it)
The NAR conference is the largest real estate event in the world and if you haven't been, it's worth checking out. More info here.
And speaking of Jigglar, two things. The Design Team has just published the 4 page Landlord Report which looks amazing. I've written some generic copy for the back cover and the inside middle spread is a very cool infographic you can quickly edit to reflect your numbers. I've already shared the template with some of my private coaching clients and feedback is very good.
The second bit of Jigglar news is that the TEAMs feature is now live. Here's how it works: Let's say you're the admin or marketing manager of a team or a multi-office group. You can create templates in Jigglar or edit our designs then simply post them to the TEAMS folder in your account where all team members can automatically access the customized template and add their specific details like photos and contact numbers.
And you don't need to worry about your team altering brand-specific design elements because you have the option to lock down every shape, image, and word of your design.
If you don't have a free account yet, getting one is as easy as booting up your browser and going to Jigglar.com
Well when it comes to online marketing to score seller leads, I've noticed agents are doing one of three things. Nothing, paying big money to buy leads from the dominant real estate portals like Zillow.com or realestate.com.au or connecting with online marketing experts who specialize in getting leads at affordable rates mostly using social media.
My guest today is one such expert.
James Rembert markets himself as the Zillow Killer and with good reason because he offers a very cost-effective alternative to the online giant and he's getting results.
Listen out for his specific targeting ideas and his hyperlocal strategy that's getting listings for his clients. Also, check out what James has to say about getting attention and building influence before expecting leads. Makes a lot of sense and I'm confident every agent listening to this episode will get some valuable takeaways.
A few weeks back, my friend Andrey Polston from GetListingsSummit.com invited me to be a guest on his Listings Webinar Extravaganza which ran over a few weeks in March and April this year (that's 2019 if you're listening in the future)
The summit features more than 50 real estate agents, experts and commentators in what can only be described as a frenzied listing binge of free information and great ideas.
When Andrey asked me what I wanted to get into for our session, I didn't hesitate. Getting listings is all about the funnel and new business pipeline. In fact, the agents that follow this formula and execute well are the super agents and household names in our industry.
In my session with Andrey, we get into a wide range of real estate success ideas you can implement straight away to create more relationships.
I also got to share my ideas around owning a clear and compelling point of difference in your market and one specific idea that's proving a powerful tool for the agents I work with.
You can still access the summit for free I believe. Just go to GetListingsSummit.com
If you can't clearly illustrate your point of difference BEFORE your listing presentation, your chance of getting the fee you deserve is almost zero.
And here's the thing... if you can't get your seller a better result than ANY of your competition, why would they hire you?
There are 3 things you need to do to ensure your seller understands you are better than the rest.
And if we're working together, there's actually a 4th thing that is a powerful reminder of your point of difference: It's when you deliver a copy of How To Sell Your Home For More with your pre-listing kit. How To Sell is my best selling book. It's $39.95 from Amazon.com but I supply it at cost to agents I work with.
Here's my elevator pitch. I have used it for many years and I believe it's one of the best real estate pitches going around.
"Mr and Mrs Seller, the thing I love about the real estate is that it has no recommended retail price. I use a system that helps my sellers achieve the highest possible price, can I show you how it works"
I think you'll get a lot out of this short session. I not only believe it makes a ton of sense, I and agents I coach have been using it for years with powerful results so it's a proven formula.
It's the first week of Spring here in Ontario and the snow and ice are starting to melt. My drive takes me across some beautiful country. Unlike Australia, water is everywhere. Lake Ontario (the large body of water at the bottom of the map below) is the last of the 5 great lakes which are said to hold 20% of the world's fresh water.
The Power Of Mindset
In the last 6 months, I've been doing some very interesting work with real estate mindset coach Jet Xavier, and let me tell you why:
First, and perhaps this is obvious, I believe your mind is the control tower of your business and your life. When you think about it, your mind controls and influences every aspect of your happiness and success. From the basic fundamentals of believing you can or can't do something to mastering the discipline to lose weight, get fitter, prospect better to grow your business or improve a relationship, your mindset will determine your success in every endeavor. Luck... is not a factor.
Second, I wanted to learn as much as I can from Jet so I can share it with you, my listeners. This podcast is not just exposing you to the ideas and strategies of top agents, it's also about inspiring and motivating you to new heights and enhanced levels of personal fulfillment and quality of life.
I want the things for you that you want and I see my role through concepts like this program to help you get there.
So increasingly, I know and understand that a top agents mindset will not just help you get there but lead the way up the mountain.
I'm not saying that I think it might help, it's that I 100% know it works and in coming weeks I'll be sharing more of Jet's insights and ideas to help you achieve an enhanced state of thinking and decision making on a whole new level.
We all know that a real estate career can be challenging so from where I'm sitting, I believe we need all the tools we can get.
You can have the best boss, be part of a great team, a dominant brand, and a great market but without a top agents mindset, you'll never capitalize on every opportunity or struggle to rally and triumph when the chips are down.
Let's face it. Sooner or later, we all face obstacles and setbacks. But life is not so much what happens to us, it's how we handle what happens to us that makes the difference.
Which is the perfect segway to intro this episode.
As a teenager, my guest found himself bricklaying in East London with his father and grandfather, uncles and cousins. His job was to carry 80 pounds of bricks in a three-sided box up a ladder to build the next course of bricks on a building.
He hated his job and for a time believed there was no way out, but one day, he somehow found the courage to quit.
What happened next is part of his journey and it eventually led him to his current job to be the man who created Bluefish, the internationally famous company that makes once in a lifetime events happen.
My guest is Steve Sims and his day job is to make the impossible possible. With his help and expertise, his clients’ fantasies and wildest dreams come true. Getting married in the Vatican, being serenaded by Andrea Bocelli, and connecting with powerful business moguls like Elon Musk or rock stars like Elton John, are just a few of the many projects he has worked on.
Steve's mindset has taken him from the poverty and struggle of gloomy East London to the glamorous lifestyle and sunshine of California.
I reached out to Steve after reading his book Bluefishing: The art of making things happen and as so often happens with guests on my show, we've been friends ever since.
I think you're going to love this interview with Steve.
The media had a field day as records were constantly broken and insatiable buyer demand, fuelled by unbridled consumer optimism, a buoyant economy and record low-interest rates delivered the real estate industry a boom of almost biblical proportions.
For example, in 2018, there were more than 100 Sydney homes sold for more than $10 million and while some cities boomed more than others, a record number of transactions meant good times for agents new and experienced.
In fact, if you started in real estate at any time in the last 10 years, you’ve probably only experienced boom conditions. How things have changed.
Today, it’s estimated that 9 out of 10 agents currently working in the industry don't know what a tough market is like and this shift in the market means that not only are prices down but, and this is more damaging to our industry, the volume of properties coming on to the market is substantially reduced.
It’s difficult when things get tough and the tunnel is always darkest in the middle but let’s remember, this is also an incredible opportunity to build your brand and widen your local marketing footprint.
As sure as the sun rises, things will improve putting those agents prepared and ready in the box seat to enjoy the spoils when the market inevitably turns around.
But something strange often happens in a market like this: I’ve noticed how some agents tend to blame themselves for what’s going on. I know it sounds weird but it’s all too common.
So let’s just all agree that the market is not your fault. But what IS your fault is not having‘important discussions’ with your sellers to help them understand what’s really going on. It’s also up to you to let your buyers know that right now, in many markets they have an unprecedented opportunity to get a great deal. With prices down and money still super-cheap, it’s the perfect storm.
I was keen to discover what the top agents are doing in these challenging times and what specific actions they’re focusing on to maintain numbers and meet targets.
So last week I reached out to Marcus to find out what he’s up to and how does one of real estate’s top agents, used to writing over $4 million a year in GCI adapt to a changing property market?
What is he saying to buyers and sellers and what does he recommend agents do to not only survive a challenging market but thrive?
I think this is an important episode for a number of reasons, but I know you’re really going to like the scripts Marcus shares and how he’s handling his sellers right now.
If things are tough in your market right now, I think you’ll be inspired by the ideas and suggestions Marcus shares… like staying positive and confident with a top agent’s mindset, increase training for better ideas, accountability, motivation and inspiration and simply have more discussions with the buyers and sellers relying on you for guidance and support.