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How To Nail Your Next Listing (From The Agent Who Wrote The Book On It)

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Jordan Cohen is a pressure of nature. Speak with him, by e mail or on a video chat, and also you get a way of the power and enthusiasm that he’d carry to the desk as an actual property skilled. 

In his new e book, The Agent’s Edge, Cohen shares his love of actual property with readers in a fascinating narrative fashion. Crammed with sensible recommendation, it consists of not simply nuts and bolts but in addition scripts and situations for guaranteeing that your subsequent consumer interview or itemizing launch is a profitable one.

I sat down with Cohen to listen to about his e book, his writing course of, and, most significantly for Inman readers, the secrets and techniques he’s sharing for incomes that subsequent itemizing — and getting it bought.

Your intro is named: Why one other actual property e book? So, with that in thoughts, why one other actual property e book?

I really consider my e book is the primary how-to-sell-real-estate e book with confirmed ways and methods written by a productive, lively actual property agent, nonetheless within the trenches. So, why? It’s to do my greatest to move alongside what has labored for me over the course of my 33-year profession.

You talked about that you just wrote the e book initially of 2022. With the entire upheaval of the pandemic within the not-so-distant previous, was it a problem to put in writing in a forward-thinking manner?

To be sincere, I really feel my methods to achieve success are timeless and work in any market. On the finish of the day, brokers have to have the abilities to win in a aggressive itemizing interview and I truthfully really feel I ship what it takes and a complete lot extra. I don’t assume it issues what the markets and economic system are doing.

On the finish of the day, we have to compete towards mates and colleagues. And the very best brokers are going to win and generate profits. 

I pour out timeless methods like, for instance, the pictures chapter. I give good language [in the book’s scripts] to assist brokers sound like an skilled to win. If a vendor’s interviewing two brokers, my language goes to win.

The vast majority of actual property brokers are struggling, partly due to actuality TV which made our occupation a really horny and funky job. There are extra new brokers coming in on daily basis than ever earlier than as a result of it’s a cool job now.

Keep in mind, the common vendor will interview three Realtors earlier than they select one. Two out of three brokers lose, so I hope to present that one agent [who’s read my book] the sting to win greater than they lose.

You’ve constructed your profession as a person agent. Are you able to share with our readers how your e book additionally speaks to brokers who’re working as members of a staff?

I constructed my profession as a person agent as a result of 33 years in the past each actual property agent was a person agent. Groups had been utterly non-existent. If an agent was going to outlive, we needed to develop our abilities and methods on our personal. 

On the finish of the day, we’re in a commission-only enterprise. So all brokers, on a staff or not, want to search out abilities to generate profits. Hopefully, all these brokers can develop the boldness and ability set to finally change into staff leaders on their very own sometime.

Who do you see the e book as chatting with primarily: newer brokers, mid-career brokers seeking to scale, or prime producers (or the entire above)?

Positively all. Brokers in any respect ranges make investments 1000’s of {dollars} on seminars and training, all within the hopes of getting usable nuggets to be extra productive. I get requested on a regular basis to do teaching and do webinars and do on-line [training]. However I feel I gave a complete seminar [in this book]. If I used to be a brand new agent and even any agent, I might take a look at this and say, “I simply discovered one thing. I can’t look ahead to my subsequent itemizing interview.”

What would you say to anybody who’s considering creating content material, whether or not it’s a complete e book or simply beginning a weblog?

Pay attention, the extra a profitable agent may give again, the higher. We’re a tight-knit neighborhood of actual property brokers. I wish to assume we must always all look out for one another. 

So if actual property brokers hit a excessive degree — I’m very lucky that I’ve the title “No. 1 RE/MAX agent on this planet,” which I feel opened up the door to turning into a printed creator, so I’m very grateful for that chance. However I feel any Realtor that may write a weblog that will assist different Realtors is a improbable factor.

What’s your secret to securing an inventory? 

Confidence is contagious. Pleasure is contagious. The one option to have that confidence is to have a well-planned, well-rehearsed itemizing presentation that solutions each query a vendor may have with out it even being requested. 

On the finish of each presentation, I do know I’ve succeeded after I may take a look at a vendor and say, “Do you’ve any questions?” they usually say, “No, you answered all of them in your presentation.”

You additionally know you’ve delivered an ideal presentation when a vendor doesn’t solely need to rent you, however they really feel like they should rent you to be able to accomplish their targets.

What’s your secret to getting it bought?

Pre-selling it. Attending to know as a lot [as possible] in regards to the purchaser — whether or not you characterize them or not — and what they’re really searching for earlier than they even step foot in the home. The extra you understand about that purchaser and what their triggers are going to be the higher.

Know the objections prematurely and stress or improve the options that they’re already searching for. For instance, you understand entering into that the customer has two youngsters they usually want a pool they usually need loads of grassy space for a swing set or a sports activities courtroom. 

When you understand that entering into, then, whenever you’re exhibiting the property, clearly, you may actually spotlight that and level it out and remind them how necessary that was. Discovering them what they really need will assist them overlook among the flaws of the house that they won’t like.

How can a brand new agent get that first itemizing beneath their belt?

Effectively, learn my e book and also you’ll be armed with a extremely good itemizing presentation. After which, should you apply what I let you know to do, you’re going to have extra confidence in your self and your capacity to push them your manner.

In case you don’t trust in your personal presentation, you’re not going to maintain pushing even for the interview. No new agent’s going to say, “Interview me, you’ll be glad you probably did. Simply let me present you what I do otherwise” should you don’t actually even trust in what you’re going to current. So, if in case you have a dominating listening presentation, you’ll win in aggressive conditions and what you are promoting will develop.

I normally get requested on a regular basis, “What’s a very powerful factor for an actual property agent to be taught to achieve success?” That’s why I dedicate six or seven chapters in my e book to the itemizing presentation as a result of I feel that’s a very powerful ability set an agent can have. You probably have an ideal itemizing presentation, you’re going to create extra alternatives than you’ll have earlier than. 

In different phrases, if an actual property agent is cold-calling after which they attain a vendor and the vendor says, “We’re already type of dedicated to a different agent,” should you don’t trust in your personal presentation, you’re going to say, “Okay, if that doesn’t work out, let me know.” 

However if in case you have a substantial amount of confidence in your self, you’re going to say, “Effectively, should you haven’t already signed an settlement with that agent, interview me. Let me present you what I do otherwise. Worst case state of affairs is you’re going to be taught some new methods and strategies that your different actual property agent can use. Simply interview me. Give me half-hour to point out you what I do higher.” 

In my e book, I give Realtors of all ranges a complete lot extra to speak about than simply comps and their previous accolades and their firm. I give sufficient actual, usable methods for any individual to go in and allow them to speak extra about what they’re going to do for the vendor versus what they’ve performed previously.

In your e book, you discuss brokers who say it is best to spend as little cash as attainable on advertising and marketing an inventory. Are you able to discuss why you assume that’s dangerous recommendation for at the moment’s market?

What it’s important to spend money on is your self. So the secret is, I’d by no means say, “Spend cash.” I say, “Make investments,” so I spend money on myself. I’d relatively spend money on myself — one thing I can management — than spend money on shares and bonds — one thing I can’t management. 

So for me, investing in advertising and marketing provides you a number of advantages. One, it helps you promote your itemizing and two, it helps you promote your model. It’s important to make investments cash so, yeah, I cringe after I hear actual property trainers say, “By no means spend a dime.” It’s not spending; it’s investing.

What sorts of KPIs do you take a look at to know whether or not your advertising and marketing for an inventory is working?

So, I don’t have any know-how behind me. I don’t have any analytics behind me. On the finish of the day, it’s trial and error. So I spend money on sure print publications that I do know I get outcomes from.

I spend money on high-level mailers and itemizing brochures as a result of I do know I’m going to reap the reward from that, both from promoting that itemizing to any individual which may not pay attention to that dwelling, that’s not flipping by means of the web all day, on daily basis, searching for a specific dwelling, but in addition constructing my model within the classiest manner attainable.

I’m all the time attempting new issues. After which if one or the opposite turns into profitable, I proceed with that. In reality, I’ll improve that. And convey it to the best ranges attainable.

Do you’ve plans to proceed to replace the e book as know-how and the trade change within the years forward? Will there be future editions of The Agent’s Edge?

Sure, I hope to put in writing a collection of books with the Agent’s Edge title masking all facets of residential actual property.

Christy Murdock is a contract author, coach and marketing consultant and the proprietor of Writing Actual Property. Join with Writing Actual Property on Instagram and subscribe to the weekly roundup, The Ketchup.