Live UNREAL with Glover U

In today’s episode of the Live Unreal w/Glover U Podcast, we continue our definitive list of 21 ways to take 21 listings, the exact methods you can use to grow your business in the new year, and ways to get ahead of the competition in your market. Our list is packed with fresh tactics backed up by the results other agents are getting in their markets.
In order to keep generating listings, we have to stay up to date on new sources of listings and what the consumer expects from the real estate experience. Jeff shares with us 5 of the best strategies to put in action in 2022.
You’ll also learn:

• 4 types of databases every agent needs to have
• How to easily create your own iBuyer offer
• Why we shouldn’t be using Canva posts on our personal profiles
• How to move yourself to the front of the line in agent-to-agent referral groups

Key Points

1. An exchange database is for people with whom you’ve had great exchanges over the phone, in person , or virtually that could refer or transact business with you. This group in your database is in between mets and haven’t mets, and it has the potential to become a solid source of business if we nurture it.
2. Telling consumers to find out what their home is worth is a dead conversation. Right now, the consumer is interested in iBuyer offers that give them the option of speed. Any agent can create an iBuyer offer and even locate investors in their market.
3. To add value to your database throughout the year, use the 4 by 2 by 1 by 12 model. That’s 4 pieces of US mail, 2 calls without asking for business, 1 client event (where they can invite guests), and 12 informative emails.

In today’s episode of the Live UNREAL w/Glover U Podcast, Jeff kicks off an exciting series, 21 Ways to Take 21 Listings. Whether you’re looking for new ways to grow your market share, or you want to meet your business goals next year, it’s very important to know about the listing strategies that are working right now. The market is always changing, and this list of 21 methods is updated with what’s happening on the ground in markets across the country.
In this episode, Jeff shares the critical foundational beliefs that will set you up for success in your listing business, and the key mindsets we need in order to perform at a higher level.
You’ll also learn:

• Why our actions control our outcomes more than the market does
• How to shift your mindset and create a foundation to win in your business
• The power of mastering sellers and dialing in your listing strategy
• Why real estate revolves around contacts

Quotes

The more you open your mind, the better chance you have at growing and performing at a higher level. -Jeff Glover

Real estate is a contact sport. The person that makes the most contacts is going to win the game. -Jeff Glover

The day I give up on my morning lead generation is the day I’m sacrificing my income 90 days from now. -Jeff Glover

Key Points

• Don’t focus on the commission, focus on the consumer and bringing value to them. Consumers can pick up on when an agent only cares about the commission, is in it for themselves, and is not interested in what’s best for their client. If you focus on delivering value to the consumer, the money will follow.
• The highest producers in the land know that the more time they spend in high rejection activities, the higher their chances of hitting their goals.
• If you can’t duplicate an activity every single morning, from Monday to Friday, it shouldn’t go into your morning routine. We’re not going to have showings or appointments every single morning at the same time, so this activity shouldn’t be part of your morning routine. Mornings are for high rejection activities and for new client lead generation - always.

In today’s episode of Live UNREAL, we’re diving into building a marketing-based real estate business, and how to master online marketing and social media channels. Jeff is joined on stage by Greg Erlanger, who has done a fabulous job building a business that’s driven solely by marketing.
Greg is the co-founder of the #1 real estate team in Ohio, and in this one-on-one interview, he showcases his marketing prowess, discusses the most important channels agents need to be paying attention to, and the 22 aspects that need to be part of every agent’s marketing arsenal.
You’ll also learn:

• How Greg went from 500 to 1,300 units by leveraging marketing
• Why hyper-local niche websites were so instrumental to Greg’s marketing success
• How to make sure your website appears on the first page of Google’s search results
• The power of likability and authenticity

Quotes

You can have the sexiest website in the world, but if it doesn’t have good SEO it’s not showing up on the first page of Google. -Jeff Glover

You can’t not go into the marketing realm, not if you want to stay in real estate for the next 10-15 years. -Greg Erlanger

Key Points

1. Greg decided to get into a business partnership because he was thinking like an entrepreneur, not just a salesperson. Most solo agents wouldn’t choose to take a 50% pay cut, but Greg realized that getting into business with someone else would allow him to go and grow further. The flip-side of taking that pay cut is that you get to double your abilities.
2. Build your marketing around something you’re passionate about. That’s the only way to stay consistent. Discipline can only take you so far. If you’re passionate about something, that’s what will keep you up till 2am working on it.

The 22 Parts of an Agent’s Marketing Plan

1. Develop your why, mission and unique value proposition
2. Create your brand identity, logo, slogan, trademark, and patents
3. Brand marketing plan which includes a SWOT analysis (strengths, weaknesses, opportunity and threats)
4. Identifying audience targeting
5. Lead generation marketing plan
6. Marketing tools and third party resources
7. Website landing pages
8. Seller and buyer value proposition and promotions
9. New construction and development marketing
10. Database marketing formula
11. Leveraging vendor marketing
12. Online lead sources
13. Agent to agent referrals
14. Online referral sites and past client reviews
15. Institutional and promotional and direct and indirect
16. Content creation and marketing message
17. The best video techniques and copywriting
18. Radio, TV, billboard, and OTT marketing
19. Print, direct mail, and farming
20. Recruiting marketing and building a brand within a brand
21. Social media marketing
22. Drip campaigns, emails, text and CRMs

In today’s podcast episode, we are sharing a panel with Sarah Maslowski, where she shared her experience creating YouTube videos for social media marketing. She has been working on this strategy for years and has truly strengthened it. This year she is on pace to close on 70 units, which is a big accomplishment! She can attribute some of that to YouTube marketing.

Sarah has been attending our events for three years, is a one-on-one client, and has attended Prospecting Bootcamp. Therefore, she has the training and experience and has become a top agent. She films a few videos at once and does this a couple of Sundays each month. Her videos are talking-head style, and she only puts about two hours a month into filming. She now has an assistant that helps her research and create outlines for the scripts she uses for her videos. Then she works with an editor. She has a lot of valuable insight into this strategy, and we’re here to share it with you.

You’ll also learn:

• How Sarah tackles filming videos
• How she learned to find success
• The types of clients she has gotten through this strategy
• The disadvantages of YouTube marketing
• Her story of trial and error with videos

Quotes

You have to teach the algorithm that you will consistently produce content. - Sarah Maslowski

People will binge-watch your content and really feel like they know you. - Sarah Maslowski

Key Points

1. It matters what kind of content your produce. Sarah wasn’t getting any traction from her videos at first, so she decided to look at the videos that were done by people who were successful in this field. They were making content specifically about their town. This included the pros and cons of living there, how much it costs to buy a home there, the cost of living there, why they live there instead of other places, what the schools are like, and more. Despite a lower production level, these agents were making successful videos, so it was clearly about the content. Now Sarah educates clients who are moving to her area.

2. Sarah needed to shift her mindset to take this seriously and be disciplined enough to see a new strategy through. She used to try something for only a couple of weeks. However, with this, she didn’t give up and committed to doing this for at least a few months, regardless of the results. When trying a new marketing strategy, you won’t see results right away, so you need to be patient and dedicated.

3. You need to post a video every week and cannot miss one. You need to teach the algorithm that you will consistently produce content. Then YouTube will put your content in front of people. Also, when you consistently make content with your face and voice, perfect strangers will feel like they know you, which gives you a personal touch.

4. One downside is that this strategy will mostly attract buyers. Sarah’s business is about 70% buyers. Right now, this will present difficulty in a market that is hard for buyers. However, she is building a great foundational database for the future when those buyers become sellers. Also, with this strategy, you’ll be working with strangers instead of going to your database to find people who already know and love you. You could attract difficult people, so be prepared for that.

In today’s episode of the Live UNREAL Podcast, Jeff and Taylor Kerrigan are sharing their advice on team building and team motivation. The market has shifted a lot since the pandemic, and many teams are seeing serious turnover and attrition. Let’s make sure your business keeps growing!

In the industry today, many teams aren’t able to attract agents because brokerages offer similar value. Team leaders need to take these lessons to heart and put them into action to stay competitive in this market. We’ll go over what you can do to go about building a team the right way.

This shifting market is truthfully a great opportunity for all of you leaders. You have the timely opportunity to stand out by taking your business to the next level. Now is the time to implement these strategies and rise above the rest.

We also discussed:

• Our daily text message system that you can use to stay motivated.
• The Unreal Life magazine that you can use to take talking points from.
• Keeping an index card of affirmations and business goals with you at all times.
• The main values that we have and how they attract new agents.
• How you can include agents in your brand while letting their personal brand flourish. This will increase investment and avoid turnover.

Quotes

“A lot of today’s brokerages are behaving more like teams.”

“Leads shouldn’t be one of the main value propositions that you provide to new talent.”

“We will do everything we can to help you build your personal brand.”

Key Points

1. As the team leader, you need to be clear about what you stand for and what you believe in. When you internalize this and make it known to others, you’ll attract the right people and grow.

2. On our list of values that we offer to agents, the main five are about cultivating a better culture and improving ourselves both at work and at home. We offer support and don’t handicap agents in the long run by mindlessly feeding them leads. When you help people build a better life, they want to stay around.

3. When you make your entire brand about yourself, your team takes a backseat. The consequence is then higher turnover. Why should they stick around if they feel stifled and underappreciated? Leave your ego at the door. You need to make this about them as well. Highlight the team's accomplishments and let individuals’ brands shine through too.

4. Ensure that you emphasize to your team that more agents joining means more money being reinvested into the business to help them grow and see success. More additions can sometimes just be seen as a headache, but if you make the benefits clear, people’s mindsets will change and the team will become stronger.