Live UNREAL with Glover U

New Video & Social Media Strategies To Build Your Brand: Attract More Buyers, Sellers, or Agents

Welcome to the latest episode of the Live UNREAL podcast! We’re excited to hear from our special guest, Greg Erlanger. He is a renowned marketing expert, the co-leader of Ohio's top-performing team, the Easy Referral Network, and also the leader of our esteemed Marketing Mastery program.

As someone who embraces innovation, Greg understands the importance of adapting new marketing strategies to achieve success in the real estate industry. With his wealth of experience, he will be sharing with us his expertise in social media, video marketing, and branding. He will walk us through a condensed version of his comprehensive 16-week Marketing Mastery Course, covering various topics, including the fundamentals of building a strong brand identity, harnessing the power of video marketing to drive funnels and generate valuable leads, and many more.

Whether you're a seasoned professional looking to enhance your marketing prowess or a newcomer seeking to establish your brand, Greg's insights and practical tips are sure to provide valuable guidance!

We also discussed:

• The three types of ways to win a business
• How to define and produce your brand
• How to gain fans/following
• The difference between long and short-form videos
• Mr. Beast’s successful video marketing strategy
• The formula for creating great content
• How to create a strong hook

Quotes

“You need to understand your brand before you start creating content.” -Greg Erlanger

“Great brands solve problems.” -Greg Erlanger

“You(Realtors) need to be content contributors and not content consumers.” -Greg Erlanger

Key Points 

1. Realtors often overlook the significance of marketing, but it plays a crucial role in creating value, promoting their brand, and attracting clients.

2. To have a successful marketing strategy, do the following:

• Begin by defining and understanding your brand
• Develop content that effectively communicates your brand
• Consistently produce content to maintain engagement with your audience
• Through the creation of entertaining, motivating, and high-quality content, attract fans who resonate with your brand and message

3. To create your brand, start by conducting a social media audit. Do this by Googling yourself to see what information is available about you online. This is an important step in assessing your social media presence and understanding how you are perceived by others.

4. When building your brand, you need to ask yourself these questions:

• What are three descriptive words that describe who you are?
• Is your brand unique?
• Does it solve a problem?
• Who is your audience?
• And more

5. In terms of social media strategy, video marketing is the real winner. That is why Realtors have to become media content experts. 

6. Long-form videos refer to content that is over an hour long, such as podcasts and TED talks. By capturing someone's attention through a long-form video, you can increase your influence and expand your audience. Meanwhile, short-form videos, which are typically less than 60 seconds, make up 80% of video consumption on the internet. They are designed to be easily digestible and should aim to hold viewers' attention to prevent them from moving on to the next video. They can act as a gateway to long-form content, with viewers transitioning to longer formats if they appreciate the short-form content.

7. Marketing aims to achieve brand awareness as one of its primary objectives. By consistently producing and sharing content, particularly through short-form videos, it helps ensure that you are the first realtor that comes to mind when someone in your sphere of influence thinks about buying or selling a home.

8. When creating short-form videos, it's essential to pay attention to popular trends and begin with a captivating hook to capture viewers' attention.

9. You don’t need to become a social media influencer, the goal is to have enough foundation and baseline that instills confidence in your credibility as a reputable Realtor.

Build a Massive Database & Get More Referrals Using these New Value Adds

Welcome back to our Summer Webinar series, where we are joined by Operations Manager and ten-year veteran of my company, Taylor Kerrigan. Today, Taylor is going to walk us through the importance of your database, how to grow your database, and how to keep from losing business out of your database by providing new and evolving value adds. 

It’s clear that database loyalty is starting to wane. You can go through the whole homebuying or home-selling process without ever talking to a real estate agent. In fact, you can manage the whole transaction from your phone. 

The reason for this is that agents are all doing the same things, and that means that they aren’t adding value. How often do you reach out to someone in your database and they have already bought or sold a home without you? It happens to everyone, even us. That means that you have to think outside the box and find new avenues for providing your database with value so that you stay in front of them. That’s because the agent who is in front of the client the most is usually the one who wins their business. In our latest episode, you will learn the secrets to all that and more through the value of infotainment.

You’ll also learn:

• The different kinds of databases
• Three rules for growing your database
• What successful agents are doing
• All about Hybrid Farming
• How you can provide value

Quotes

Everyone you know knows at least two other Realtors... The one who wins their business is the one who is in front of them the most. -Jeff Glover

People want to help people. -Jeff Glover

Key Points

1. The five key databases that every agent has or should have include their sphere of influence and past clients, social media, exchange, CRM, and agent-to-agent referral databases.

2. The three rules to growing your database are the following:

• Adding people to your database daily
• Providing value to the people already in your database
• Doing both of the two simultaneously

3. Agents who are growing their databases are doing these five things:

• Holding community events
• Doing lead advertisements
• Encouraging people to bring a guest to their events
• Starting and participating in neighborhood and community Facebook groups
• Hybrid Farming

4. Door knocking is now more effective than ever, and you should be doing it too.

5. You can provide value by calling people after events to say how happy you were to see them or how sorry you were to miss them, adding an infotainment value to your market updates, documenting the day of events, and using a goal script.

The Keys to Growing Your Real Estate Company

In today’s podcast episode, we are joined by Kate Simon to cover a very important topic: people development. This is one of the key pillars to determine where growth needs to happen in your company. You need to determine what your plan is, who you’re meeting with and when, and what you’re doing to pull out the best in people. You will get them in the door with your value proposition, but then what are you going to do? 

The truth is that too many agents don’t expect people will stay on their team long term. Instead, you should have a plan to succeed together for life. What do you need to do so people will never want to leave your company? This is what we’re going to help you figure out today with the generous help of the Director of Coach Development at GloverU, Kate Simon. 

You’ll also learn: 

• Why it’s beneficial to invest in people
• How to get a higher ROI on the money you spend on talent
• The importance of sharing success stories
• How to develop the skill of leadership
• All about upcoming opportunities to learn more

Quotes 

People are going to join your organization for what they get, and they’re going to stay with you for who they become. - Kate Simon 

Helping people is only the baseline requirement for being a leader. - Kate Simon 

Leaders, it’s not their job to understand you, it is your job to understand them. - Kate Simon 

Key Points 

1. There are three big reasons why you should invest in people. First, you will gain a higher ROI on the money you spend on talent. Second, you’ll improve your company’s culture. Do this by becoming a legacy leader who regularly shares the vision and cares for people. Third, it’s the ultimate leverage—your team will attract, retain, and take the identity of you or the people you spotlight. 

2. Caring about your team members is essential. Know what they want outside of the company, and understand how the company fits into that, not the other way around. Also, take yourself out of the center of the conversation and focus on boosting others up. This will greatly help your company. 

3. There are five top skills that every leader needs to be fantastic at if they want to develop others and reap the benefits from that. The first is communication. Know that when you’re meeting with people regularly, the emotional charge of the conversation goes down. The second is versatility, which is how you learn to say things and build trust with others. The third is empathy, which means that you should know what people’s goals are and why. The fourth is knowing how to confront people lovingly, which you can do by following this formula: Compliment, confront, ask questions, and compliment. Lastly, there’s active listening, which is arguably the most important. You need to be able to repeat back what you heard in a different way, ask clarifying questions, and then deeper questions. 

4. Just because you are succeeding at something or know how to do it well doesn’t mean you can teach others that skill. Leading is a separate skill you have to learn. There is an opportunity to learn for 16 weeks from the person who taught Jeff how to lead. Then there is also an upcoming retreat, from June 19 to 22, and we can share a discount code with you. Overall, know that there are a lot of opportunities to get involved. 

How to Recruit Talent to Your Sales, Operations & Leadership Bench

In today’s episode of the Live UNREAL Podcast, Jeff Glover and Kathy Schweitzer discuss the secret to growing your real estate team: recruiting good talent. The truth is that finding good members for your team is easier said than done. You can go to a random parking lot and give people your card, but there’s no guarantee the calls you get back will be high-quality talent. 

If you want to recruit the best talent, there’s no better person to talk to than Kathy. She has 45 years of experience recruiting good people all over the country. Kathy has tons of valuable insight on recruiting top talent, and she’s sharing it with you today. 

Market shifts, like the one we’re experiencing now, are great opportunities to step up your recruiting efforts. Right now, a lot of good agents are looking for new opportunities that provide more security, better leadership, and higher earning potential. We’ll discuss what you can do to step up and find good recruits, why recruiting solves all, and much more!

We also discussed:

• Why shifts are a great time to recruit
• How recruiting solves your problems
• How to find leaders

Quotes

“Recruiting solves all.”

“The quality is in the quantity.”

“Open your eyes: Good talent is all around you.”

Key Points 

1. Good recruiting is a good way to solve your problems. Productive agents make more money and give you more resources to weather market shifts and grow your business. At this point, Jeff focuses on recruiting agents who are already productive since he can rely on their past experience. 

2. You have to find quality in quantity. You shouldn’t be too picky about who you bring in—at least at first. Cast a wide net to find the best talent you can, but don’t hang on to subpar talent. If you keep unproductive agents around too long, they could dilute your quality long term. 

3. Hone your value proposition. Agents are looking for a lot of different things, not just commission. There are certainly agents who only care about commission, but those people are the exception, not the rule. A few other things you can focus on include support systems, security, environment, leadership, growth opportunities and more. At the end of the day, many agents just want to know what you can take off their plate for them. 

4. Write out a target list and find out who you want to recruit. Once you find out who you’re looking for, lean on your mortgage partners and current agents to find people who fit the bill.

Expireds, FSBOs & Hybrid Farming Tactics for 2023

In today’s episode of the Live Unreal Podcast, we’ll be diving into my three favorite and most effective tactics for lead generation. These are expired listings, for-sale-by-owner listings, and hybrid farming. We dive deep into the methods and reasons why these lead-generation tactics are the key to success in this new market.

Don’t know where to start? Follow along as we guide you through the process of building these techniques from the ground up. Jeff has been in this business and using these tactics for 21 years and has all of the secrets to how to implement them.

We also discussed:

• The seven ways to work expired listings
• How working FSBOs is similar, but what is unique about them
• How hybrid farming is different from and superior to circle prospecting
• The goals of hybrid farming
• Our upcoming retreat event in Traverse City and our master class on listings

Key Points

1. One out of every three expired listings that come off the market relists their homes within seven to ten days.

2. Use a script to direct message potential expired listing leads on social media. Use the street address to personalize your message, and when they ask if you have a buyer, respond that you would need to see their house first and are available the same day or the next day.

3. The best day to call a FSBO owner is on Monday, and the worst day to call them is on Friday. When reaching out to these owners, make sure you call them in the first week and then follow up with them for the next five Mondays.

4. When hybrid farming, the key is to pick a neighborhood with a 5% turnover rate and contact owners in the neighborhood once monthly with a list of all of the homes that have been listed or sold in the neighborhood, regardless of whether it is your sale or listing.

5. When going door to door to add people to your database, it’s important to start with a clear value proposition. Then ask for their email before asking for their phone number. People are much more likely to provide their phone number if they’ve already given you their email address.

The ”Old Fashioned” Marketing Tactics that Work in Today’s Market: Interview with Drew Mahar

In today’s episode of the Live UNREAL Podcast, Jeff is speaking with Drew Mahar, a rockstar real estate agent from Royal Oak, Michigan. Drew has two main sources of business: his database and farming. Database marketing isn’t really considered “old school”, but the way Drew grew his database pulls from old-school tactics.

Drew tries to use local ties as much as possible. He understands his local area, and he uses that to brand his business. Learn how to leverage your knowledge of your local market and traditional methods of marketing to grow a powerful database that can net you consistent, high-quality leads. 

We also discussed…

• Pricing strategies
• Staying top-of-mind
• Being transparent with your clients 
• Traditional farming methods
• Much more!

Quotes

“When people drive down the street, I want them to see our brand everywhere.”

“Don’t hide feedback. Transparency is key.”

Key Points 

1. You need to give where you live. Drew gets in front of every local business he can to build a partnership and mutually-beneficial relationship. He continues to implement old-fashioned door knocking and uses postcards to add a personal touch to his brand. This is an amazing way to grow an organic database that’s more valuable than something you can purchase online. 

2. Change your marketing strategy depending on who you’re marketing to. For “funky” Ferndale, Drew tries to make his message a little more off-the-wall. For a more upscale town like Birmingham, MI, Drew changes his marketing once again to appeal to that audience. 

3. Your brand should be reflected in your customers’ experiences. Drew’s brand is a friendly, local market expert. As a result, Drew tries to be as transparent as possible and really look out for his clients. He doesn’t sugarcoat things because he wants to come across as someone in your corner that you can trust. 

Change Your Habits, Own Your Schedule, Grow Your Real Estate Business: Interview with Joe Brikman

Are you tired of feeling like you're constantly chasing buyers, but not closing deals? Then you won't want to miss this episode. Jeff sits down with Joe Brikman to discuss how you can go about taking control of your habits. 

Joe brands himself as the modern-day agent, and for good reason. As someone who struggles with anxiety and depression, Joe had to dramatically shift his mindset to find the success he enjoys today. For him, it all comes down to making the business fun in a few key ways. 

In this episode, we’ll talk with Joe about how he crafted his meteoric rise to one of South Florida’s best agents, how he shifted habits that were holding him back, and more. 

We also discussed:

• Having mental clarity and avoiding crutches
• Focusing on habits that grow our businesses instead of hold us back
• Having an amazing morning routine
• Finding business on social media

Quotes

“Weed used to be my crutch; I had to change my habits if I wanted to find success.”

“My mindset change kick-started the growth of my business.”

Key Points 

1. Bad habits could be holding you back. For Joe, casual drug use was a crutch that was holding him back from taking the next step in his career. After staying sober and focusing all his attention on what he can do to grow his business, he’s enjoyed a quick rise to become one of South Florida’s top agents. 

2. Social media marketing is the key to Joe’s business. Joe’s strong personality is his strongest selling point. Instead of relying on shady bait-and-switch tactics, Joe relies on this strong branding, personality, and business knowledge to build his pipeline. 

3. You need to have a growth mindset. Maintaining a positive and growth-oriented mindset is extremely important. Take mistakes as learning opportunities, and surround yourself with other positive people who you can learn from.

How Solo Agent Heather Cobia Increased Her Production by 20%: Top Lead Sources and Conversion Tactics

In this episode, we’re talking about Heather Cobia and how she managed to increase her production by 20% in one year. Heather is a top agent with Glover U, and she works as a solo agent with just one administrative employee. Throughout the pandemic, when many agents were struggling, Heather found ways to grow and increase her business. 

Today, we’re talking about how Heather converts online leads, how she gets repeat business, how she pushes herself out of her comfort zone, and so much more. Heather knows her strengths and how to use them, and you can learn to do the same thing. 

We’ll also cover:

• How to get more value out of online leads 
• How expensive leads can actually be worth it if you have a plan 
• How Heather turned one online lead into at least five transactions in one year 
• How to narrow down neighborhoods with a high turnover rate, then make a specific plan 
• How many times you should follow up with a potential lead 
• The value of coaching 

Quotes 

If you’re spending that money [on online leads], you need to make sure you have a dedicated plan in place to service those leads at the highest level. - Heather Cobia 

You playing small does not serve the world. - Heather Cobia 

Key Points 

1. Heather uses online lead sources like Zillow, Realtor.com, and Dave Ramsey Trusted Affiliate. Those leads can get expensive, but Heather says they are worth it if you’re able to put in the time. Even if that lead isn’t ready to act now, they will someday, so make a good impression and you never know how much repeat business or referrals you’ll get from them. 

2. There is a lot of value in meeting someone in person. When Heather meets with a potential client, she asks herself these three questions: Can I help them? Can I trust them? Are they going to be able to solve a problem for me? She takes this from the mindset that those customers have, and approaching leads with that mentality has helped her make stronger connections and get more business. 

3. You need to be able to follow up with a client seven times in four days. That may sound like a lot to some people, but Heather says that’s what is necessary. She starts with a phone call and then makes sure to follow up consistently. This has also helped her grow her business. 

Dominate Your Market with Time-Tested Lead Generation Tactics: Interview with Jeff Quintin

Welcome to another episode of the Live UNREAL podcast! We’ll dive into the mind of Jeff Quintin, a real estate powerhouse with over 30 years of experience and 5,000 homes sold under his belt. 

Jeff has not only maintained a high level of production but has also continued to be at the top in various market shifts and changes by staying true to traditional prospecting while incorporating modern methods to adapt to the evolving landscape. From leveraging expired listings to building a robust database, he has consistently prioritized lead generation and honed his sales skills.

To help you achieve success in the ever-changing world of real estate, he will share insights on his prospecting techniques, the importance of learning what to say and how to say it, and how he's been able to protect his commissions in a competitive environment. 

Whether you're a seasoned agent or just starting in the industry, this is an episode you don't want to miss. Tune in to hear real estate tips and advice from an expert and learn how you can apply these strategies to your own business.

We also discussed:

• A proven strategy for approaching expired listings
• The best ways to master a script
• Effective ways to build a database 

Quotes

“With respect to expired listings, the harder they are to get in touch with, the easier they are to list.” - Jeff Quintin

“Learning what to say builds your confidence.” - Jeff Quintin

“The business we're in is about communication.” - Jeff Quintin

Key Points 

1. Focusing on traditional prospecting techniques, such as cold calling and following up with expired listings, is an effective way to stay on top no matter what kind of market we’re in.

2. Mastering scripts using the "write, recite, and record" method can help agents develop confidence, become effective communicators, and better salesmen.

3. To protect their commission, agents need to have the right mindset, know what to say, and possess the skills to provide value to their clients.

How Laura Gillott Maintains 24% Market Share In Her City

In today’s episode of the Live UNREAL Podcast, we’re bringing you a live segment from Jeff’s recent Glover U event, where he spoke with top agent Laura Gillot. Laura is from the small town of Lebanon, Oregon, so she understands the importance of loving on your database and being service oriented. 

Last year, Laura maintained a market share of 24% in her area! That’s not easy to do, even in a small town, so how does she do it? According to Laura, it all comes down to engaging her database. 

When the population isn’t so large, every database member counts. To help engage with these people, Laura’s team hosted 39 events last year. In this episode, we’ll discuss how she hosted these events, the strategy behind them, and how she capitalizes on every database member.

We also discussed:

• The difference between client and community events
• The importance of engaging your database 
• Caring and loving for your team

Key Points 

1. As a team leader in a small town, Laura understands the importance of engaging your database. Every person counts, and word of mouth counts more than ever. As a result, she relies on plenty of events to keep her people engaged. 

2. Asking someone for a referral straight up can be awkward, but it’s important. Referral business is much more reliable than random leads. 

3. Whether you’re a member of a team or a leader, you need to understand how critical it is to work together and care for each other. Part of Laura’s success comes from how she is able to get the best out of her team members. 

4. By working with us, Laura and her team are able to focus on money-making activities. Now, she is much more engaged with her team. According to Jeff, you should never be surprised by why someone decides to leave your team; you should always know what’s going on.