My first real estate marketing breakthrough came after I wrote a book called ‘How To Sell Your Home For More’
I created some marketing that I could distribute inviting people to call me to get a free copy of my book and kept tweaking the formula until I got it right.
It quickly positioned me and my brand as a clear alternative in the market.
I’m sure you’ve heard the homeowner's mantra… a good home sells itself. My book started to change the way home sellers thought about the home selling experience. They began to understand the opportunities and the major influencing factors that really help a home sell for more.
Long story short, it worked very well for my business and today, the book and the marketing system around the book is used by of hundreds of agents under my Bestagents brand.
If you’re a Bestagents member, you’ll know what I’m talking about. If you’re not, message me and I’ll get you some more info.
My guest today is in the same space.
A few years back he wrote a book called Sold Above Market and created an offer to generate seller leads in his area which is the Sydney harbor suburb of Mosman.
Since then he’s written two new titles and you’ll find out all about them today.
So I guess my observation is that the real estate seller education business is alive and well and that’s a good thing.
Because property has no recommended retail price, property sellers, in my opinion, are somewhat vulnerable and face the risk of becoming easy prey to agents who have no idea what they’re doing.
Then there are agents like today’s guest. An experienced professional and trusted opinion who can not only guide his sellers to a great result, he’s a published author on the subject.
Sydney agent Geoff Grist has seen his market double, and double, then double again and in a highly competitive professional environment, he’s worked hard to build a solid client base and loyal following.
Geoff’s a great writer and has the book sales to prove it. He’s also become a good friend over time as well as a reliable sounding board for different ideas and strategies.
He recently hired an agent to sell his own home which is an interesting story as you’ll soon discover.
This week I listened to one of my favorite podcasts, the Tim Ferris Show.
In this episode, Tim’s guest interviewer, a very interesting performance and longevity expert named Dr Peter Attia interviews legendary dealmaker and American billionaire Sam Zell. I’ve put a link to this interview with Mr Zell in the shownotes for this episode and if you’re interested in entrepreneurship, investment and a whole raft of excellent business growth tips, make sure you check it out.
The story of how Mr Zell’s parents escaped across Russia just before Hitler and Stalin invaded Poland in 1939 is worth it alone.
But as I was listening to this amazing interview, it again hit me of the success so many immigrants enjoy in their new countries.
As an immigrant myself, I can somewhat understand some of the challenges newcomers face. To pick up and move at the age of 48 leaving my career, my amazing family and many friends behind is no easy thing let me tell you. But I’m not claiming hardship. For I have no idea when compared to so many hardship stories.
One of my favourite immigrants is marketing genius Gary Vaynerchuk. Those of you who know Gary will know that he doesn’t pull any punches and effectively communicates his ideas to an ever-growing fanbase.
I recorded the interview you’re about to hear a few years back when Gary was preparing to head to Australia for a series of talks.
I think his story is impressive and his journey from working in his father’s shop to his current role as the head of Vayner Media is beyond impressive.
He took his father’s liquor store in New Jersey from turnover of $3 to $60 million in just 5 years.
He’s now the head of his own company, Vayner Media, a Fortune 500 company that looks after the social media marketing for some of the biggest brands in the world with revenue now well over $100 million.
But before you switch channels because you don’t think this multi-million dollar career trajectory relates to you in any way, please hear me out because I truly believe there’s something here for you.
I’ve studied Gary’s ideas from the first time I saw him speak live in Las Vegas back in 2011. I’ve read his books and soaked in his methods. I’ve admired his hussle his drive and his chutspah.
It’s because of Gary Vee that I started this podcast. He inspires me tremendously and he’s a powerful and very relevant thought leader in the marketing space as we know it.
He says he day trades attention which is a cool way of saying that he says and does things to get noticed.
Put simply, his pitch is that he wants to encourage us to embrace and leverage the social media opportunities and unique and different marketing ideas that are available to us in the new digital world. He knows there are people out there ready to buy what we’re offering and these eyeballs are free or very cheap so he doesn’t understand why we’re all not doing it.
He wants us to make videos and podcasts and not be afraid to be different. He wants us to be game enough to not conform. To have the courage to empower and promote others so that we too can benefit from an information and content-hungry world.
He wants us to create content, to share a dream, to tell a story to suffer humiliation and not be too proud to tell others and laugh at your own misfortune.
In other words, he wants us to be us… and share it.
You’ll find the youtube video for the 2011 RE/MAX Keynote I attended featuring Gary in Vagas in the shownotes for this episode together with the Tim Ferris Show interview link with Sam Zell.
And just a quick word on getting started.
Please don;t make the mistake of letting perfect get in the way of great.
I can 100% promise you that your first video will probably suck but who cares. I can almost see some of my private coaching clients listing to this nodding their heads. But I’m so proud you guys had the courage to start.
I was so nervous recording this interview and you can hear it in my voice but look what I got back! An amazing one on one discussion with a hero and a truck load of great content. I’m calling that a win.
I think you’re going to enjoy this!
So suddenly it's February 2020 and we're into yet another wi and there's no shortage of distractions trying to take our eye off the ball. And some distractions they are.
The Democrats are trying to impeach a US president. The Coronavius remains without a vaccine and so many of us are still struggling with the surreal reality that Kobe Bryant, the guy we grew up watching and admiring is gone at 41 in the prime of his life.
So it's might feel like we're under siege with bad news and negative vibes but let's look at the upside for a moment and get this year off to the best possible start.
Interest rates remain at record lows around the world.
There has literally never been a better time to buy property.
As agents, we have access to world-class coaching and support, amazing technology that can save us time and money and the real estate entrepreneurial spirit is thriving as savvy agents who know what they need to do are listing and selling more real estate than ever.
If the loss of Kobe Bryant can teach us anything, then surely it's to live, love and give thanks. That life is precious and time is our most valuable resource. And that we owe it to ourselves to hone our skills to get better each day. Small improvements combine to deliver massive change and perhaps most important, don't put off that thing you know you have to do.
Personally, 2019 was a massive year.
In addition to setting new audience records for this podcast, thousands of new Jigglar agents came on board as we rolled out some impressive new templates designed to win listings and make sales. In fact, late last year we were delighted to discover we were helping agents in more than 130 countries.
We're also delighted to know that as we grow, so do our partner Jigglar agents who log in to their dashboards each day and create and download templates to boost their brand and connect with more and more sellers in their local area and sphere of influence.
The regular emails we receive from Jigglar agents sharing their stories of extra fees earned though Jigglar marketing is a constant source of delight, vindication and proof that our idea not only works but is changing lives. ...and that, my friends is a very humbling reward.
Together with my partners, Josh, John and Aaron, we're excited to be in a position to empower so many people within our industry to achieve more by removing the barriers of cost and time to the creation of professional-grade digital and print marketing.
And just in case you're wondering, we all have other jobs.
The cost of building and maintaining a global online platform the size of Jigglar, in addition to renting server space and paying developers is enormous, so for the time being, everything we make goes to making a better platform.
If you'd like to join us and support our push to liberate real estate agents from expensive graphic design while accessing proven marketing concepts ideas and strategies to grow your business and your brand, please grab a free 30-day account at Jigglar.com You don't need a credit card and there are no contracts or tricky conditions. We'd love the opportunity to work with you and share our career boosting ideas. When you sign up for your free trial, you get access to everything we have.
Okay. I'm excited to share today's interview.
Have you ever thought, if only there was a simple, hassle-free and inexpensive way that you, the agent, could show your potential seller exactly what they need to not only prepare their home for sale but make it stand out from others for sale in the area and attract multiple buyers in a short space of time?
...and isn't that the formula for real estate success? A sale at or below average days on market for a great price and a happy client... not to mention sellers in the area that notice your top result and hire you to sell for them.
Enter Interior designer Mikah Abbananto who not only picked up on this huge gap in the market but, together with husband Sean, built a stunningly simple home presentation coaching program, agents can deliver to their selling clients to help them prepare to achieve a top result.
I think the leverage for this concept is exceptional.
What do agents need? Listings. And what do sellers want? An agent who can provide evidence they can do just that.
Sean and Mikah not only provide the online solution, they also offer marketing their agent clients can use on social media and point of sale flyers to attract potential sellers and listings.
I believe every agent needs a compelling and dynamic point of difference. What better way to do this than having the services of a top-rated interior designer to help you whenever you want?
This is defintely a great idea whose time has come. All that and more coming up.
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!