Live UNREAL with Glover U

15 Traits of Top Producing Real Estate Agents - Part One

In today’s episode of the Live UNREAL w/Glover U Podcast, our head coach, Kate Simon, talks about the top traits of the most successful, top-producing agents in the industry. With over 7,000 coaching hours under her belt, Kate has observed what it takes to truly take your business to the next level, and what separates the average agents from the extraordinary ones who accomplish great things. 

In the first of this two-part series, Kate shares what the pathway to success looks like and where we have to start if we want to achieve our own extraordinary outcomes. What makes top producers successful isn’t the leads they buy, the markets they work in, or the marketing platforms they use, but their mindsets, habits, and behaviors. 

In this episode, you’ll learn what top producers do differently.

Kate also shares:

• The difference between hard work and grit
• Why boredom is a non-negotiable part of excellence and success
• What focus and conviction look like in action 

 

Quotes 

Do you have a high level of accountability for what you say you want to do, and does that accountability come with a pain point that means something to you? -Kate Simon 

The best of the best have blinders on to shiny objects, distractions, drama, and conversations they really don’t want to be a part of. -Kate Simon  

There’s repetitious boredom in excellence. There’s no way around that. -Kate Simon   

Top producers remain coachable regardless of how successful they are. -Kate Simon  

 

Key Points 

1. While there’s a ton of good information we hear and absorb, only certain nuggets apply to you and where you’re at. We won’t make progress by trying to implement everything. Instead, we must get specific about what we want to implement, and focus on that. 
2. Anyone can work hard for an hour, but top producers apply effort over long periods of time, combating inevitable periods of boredom. The difference between hard work and grit is the longevity that someone applies that hard work to something they’re passionate about.
3. On the other side of accountability is freedom towards our goals and who and what we ultimately want to become. For that accountability to truly work, it needs to have a pain point attached to it. We need to have a consequence for not doing our job or the activities that lead to our goals. 

7 Most Common Marketing Pitfalls & How to Avoid Them - Part Two

In today’s episode of the Live UNREAL w/Glover U Podcast, Jeff concludes our two-part series on the 7 most common marketing mistakes real estate agents make, and the simple tweaks needed to correct them. 

Through our own experience of over a decade of implementing marketing strategies and tactics, we’ve been able to learn some valuable lessons. Ultimately, we must keep evolving our marketing approaches to keep up with the industry and the consumer’s expectations. Jeff shares new ways to build your database, and how to get better results by simplifying your efforts. 

You’ll also learn:

• The little things that add up to you dominating a space in your market
• Why the most successful agents swear by client events  
• How social media has evolved and the ways we can adapt to it
• The latest and greatest social media strategies for listing agents 

 

Quotes 

Whenever you think of marketing mediums, think of the categories that you could own -Jeff Glover  

More touch points to your market is better than fewer touch points to more people. -Jeff Glover  

If you’re not treating your Facebook personal profile as a database, you’re going to miss out on opportunities. -Jeff Glover 

 

Key Points 

1. A good marketing piece won’t come out and necessarily ask for business. It will communicate a message that makes someone reach out, because of the value it adds and the problem it solves.  
2. Don’t take on your marketing efforts alone. A professional in the marketing field should have a different, fresh perspective on what you’re trying to achieve and they should be more than someone who just creates pretty graphics. They should be responsible for executing your marketing strategy from top to bottom with results that can be measured and then duplicated.
3. Instead of marketing to everyone, target by location, age, income, and interests -  narrow your target market and advertise directly to them. The more competition there is in your market, the more important it is to narrow your focus.  

7 Most Common Marketing Pitfalls & How To Avoid Them - Part One

In today’s episode of the Live UNREAL w/Glover U Podcast, Jeff takes a deep dive into marketing, talking about some of the biggest insights we’ve gained in over a decade of learning, failing, implementing, and shifting our own marketing strategy. 

In this two-part series, you'll find out what doesn’t work in marketing, what we need to be doing to set ourselves up for success, and how to start thinking like a marketing expert. 

You’ll also learn:

• The difference between the direct and indirect benefits of marketing
• Why branding and marketing are two completely different things 
• How to make sure all your marketing efforts flow together effortlessly
• Why every agent has the ability to put an iBuyer offer in front of the consumer 

 

Quotes 

A good marketing plan should be cohesive and build upon itself, fit together, and give the consumer a connected experience. -Jeff Glover  

Marketing is not the end all, be all. It enhances everything else you do, the leads you’re generating, and the conversations you’re having. -Jeff Glover  

 

Key Points 

1. There are two benefits to marketing: the direct results and responses we get from specific campaigns or calls-to-action. Indirect marketing just enhances everything we’re already doing, like prospecting and sending out mail. While we can’t directly quantify it, it makes a huge difference in our visibility in our markets. 
2. Most agents only look at marketing on a case-by-case basis, rather than one big picture that needs to flow together nicely. A marketing expert has a plan - they make sure their marketing activities aren’t standalone pieces, but part of an overall plan. 
3. When it comes to marketing, most agents are thinking in terms of 30 days. Plan on going for no less than 6-12 months before you see results in anything that you’re doing in your marketing.  

Social Media Marketing Strategies & Avoiding Key Mistakes

In today’s episode of the Live UNREAL w/Glover U Podcast, Jeff shares the most common mistakes agents make when it comes to their social media marketing efforts. Our social media strategies and how we implement them affect the kinds of clients we get, how well we connect with our databases, and even our average sales price. Ignoring or neglecting our social media is a costly mistake, and Jeff shares with us some of the biggest errors we should avoid at all costs. 

You’ll also learn: 

• Why we need to choose consistency over shiny new objects
• The 2-to-1 posting formula that will help you connect with more people on social media 
• Signs of poor, haphazard branding and messaging
• Why you can’t grow your social media following without advertising 

 

Quotes 

Instead of wasting time trying to go viral to Gen-Z on TikTok, spend time being consistent with one or two platforms. -Jeff Glover  

 

Key Points 

1. Your business page is not a database, it’s a marketing tool for credibility and buying leads. Your personal Facebook page is your database, and that’s why you have to put more effort into it. 
2. When someone goes on your business page, they’ve taken a virtual step into your retail store.  Their defenses go up, and their skepticism is high because they know they are going to be sold to.
3. For the foreseeable future, social media is going to be the largest advertising medium to stay in front of our database. As the effectiveness of other advertising channels start to dwindle, social media will become the best way to market. 

21 Ways to Take 21 Listings This Winter - Part Three

In today’s episode of the Live Unreal w/Glover U Podcast, we conclude our series on 21 ways to take 21 listings next year and beyond. Jeff goes over 16 more methods and tactics to increase your listings, ways to expand your market share, and methods to create new sources of business. 

Some of the shifts and tweaks we need to make are in our scripts and messaging, the marketing channels we use, and involve increasing our visibility both online and offline in our markets. Jeff shares with us the activities that must be a part of our businesses in 2022 if we want to meet our goals. 

You’ll also learn:

• Why you need to introduce yourself in every single video you put out
• What to do if your neighborhood already has a Facebook group
• Why the loyalty of our database is diminishing and what we can do
• How to refresh our client presentation materials

 

Quotes

7 days after taking a listing their confidence in us starts to go down, so we have to get the referral early on. -Jeff Glover 

Talk about where they are going, not the process of listing in your scripts. -Jeff Glover

People have short memories and their motivations change. -Jeff Glover

 

Key Points 

1. Identify an area that’s no more than $100k over and $100k under the average sales price to get more business out of it. The average consumer in that farm responds better to cold advertising than someone in a high end/luxury market where relationships have already been forged. 
2. Promoting buyer success stories on social media can actually help us get more listings. If we show how we saved buyers time, money, and helped them get their offer accepted with multiple offers, it shows our ability to solve problems. 
3. Many agents refuse to work with referral sites like Homelight, but if we can pay a fellow agent for a referral, we might as well pay one of these institutions. They are already spending the money to get in front of sellers, and we can take advantage of that and turn it into a source of business for ourselves. 

21 Ways to Take 21 Listings This Winter - Part Two

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. 

21 Ways to Take 21 Listings This Winter - Part One

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. 

2022 Business Planning - Part Two

In today’s episode of the Live UNREAL w/Glover U Podcast, we continue our deep dive into the 2022 business plan. 

From schedules to marketing and accountability, there are many facets that we need to dial in to not only have the best 2022 ever, but to start the new year ahead of the competition. 

In the second part of this business planning session, we cover the rest of the 14 parts of the business plan and explain why they all contribute to you achieving your goals. 

You’ll also learn:

• The best time to prepare your business plan for the next year
• How to create your financial model for the entire year
• Why Facebook Live is a powerful marketing weapon
• How your goals will affect your activities
• The marketing messaging formula to follow in 2022 and beyond 
  

 

Quotes 

You can’t have great goals without modifying something in your weekday and weekend morning routine. -Jeff Glover 

 

Key Points 

1. Whatever you want to accomplish, you can’t achieve great goals without changing or tweaking something in your daily routine and schedule. 
2. Whatever morning routine you put in place, make sure it’s built on client generation activities in the morning, and client servicing in the afternoon. If you take the gas off daily client generation, you’ll end up with a yo-yo business.
3. Most people start working on their business plan in January. If you start operating from this plan or schedule from December 1, you have a month head start on your competition, and you’ll start the year in a better position. 

2022 Business Planning - Part One

In today’s episode of the Live UNREAL w/Glover U Podcast, we dive into business planning for 2022. With the beginning of the new year rapidly approaching, it’s time to think about what we want our businesses to look like and how we’re going to meet our goals. 

In the first of a two-part series, we start with the important foundational pieces of your business plan, and cover the first steps to maintain and grow your business. 

We can’t produce at a high level without a plan, which is why Jeff shares the aspects of the business plan we should be paying attention to. 

We also discussed:

• The exchange category in your database and why you need to focus on growing it
• How to think about setting your business growth goal
• When to consider taking on a new business source  
• How to commit to a tangible plan of action

 

Quotes 

Building your exchange database is going to be crucial in order to not just maintain your level of production, but to increase your level of production in 2022. -Jeff Glover  

The right time to add a new source of business is when you’ve exhausted all your efforts and resources on a source that’s already working for you. -Jeff Glover 

 

Key Points 

1. The real estate industry changes so much within a year - trends, disruptors, and technologies are always evolving. We cannot operate from the same plan every single year, and if we’re not making updates and tweaks, we’re going to get left behind. 
2. Social media is a platform to help with all of your other business sources, but it’s not a business source in and of itself unless it directly brings business to you with advertising.  
3. Don’t add a new source of business unless and until you have truly put all your efforts toward squeezing the juice out of the lead sources that are working for you already. 

Jeff‘s Marketing Message Formula

In today’s episode of the Live UNREAL w/Glover U Podcast, Jeff takes us through the highly effective marketing message formula he has used since 2012. 

Whether you are writing copy, doing a Facebook Live, or running an ad on TV or radio, this formula is proven to work in different marketing scenarios and makes it easier to come up with what to say. 

You will learn how to use this marketing message formula and what it actually sounds like in different media forms.

You’ll also learn:

• The purpose of a call to action
• How to create multiple pieces of content from a Facebook Live
• Why it’s important to fine tune your marketing hook
• How to keep your branding consistent across all of your marketing messages 

 

Key Points 

1. Any time you want to get your point across and get someone to pay attention to something, you need to use a hook. It’s a statement designed to gain interest and leave someone hanging. 
2. Supporting information is a statement that supports or backs up your hook. It can be market stats or an experience you had. Make sure your testimonial matches whatever you included in your supporting message. 
3. Facebook Live is one of the most effective things you can do outside of Facebook groups because of the notifications people receive when you go live.