Live UNREAL with Glover U

Building a Marketing-Based Real Estate Business

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 

10 Habits of Successful Listing Agents

In today’s episode of the Live UNREAL w/Glover U Podcast, we're talking about the habits of successful listing agents and what allows them to convert at a higher level and close more sales. Jeff Glover shares with us the ten traits that the best of the best have, and how each of those traits leads to more deals. 

We’ve talked about the importance of listings and the mindset of a successful listing agent. Now, it’s time to do a deep dive into the abilities and habits that they nurture on a consistent basis. You’ll learn how great listing agents carry themselves every single day, the actions they commit to, and how they speak and communicate with both leads and clients. 

You’ll learn:

• Surprising ways you might be leaving listings on the table, and how to change that
• Why great agents are experts at adapting their communication style
• The mindset great listing agents start their days with
• Why successful listing agents are proud to call themselves salespeople

 

Quotes 

A great salesperson talks less, a novice salesperson talks more. -Jeff Glover  

Embrace the idea of being a great salesperson in order to succeed. -Jeff Glover 

 

Key Points 

1. When you make people feel important, the rapport goes up and when rapport goes up, your conversion goes up. 
2. Great listing agents have the ability to actively listen, and pay attention thoughtfully so that they aren’t thinking about what to say next, but are ready to answer the seller’s question. If we can’t dig deeper, we can’t build rapport.
3. To become a great listing agent, you have to be able to communicate effectively with every personality profile, but how can you determine what someone’s DISC is? The best way to find out their personality style is to ask them to describe their home. How they answer will tell you everything. 

The Mindset of a Great Listing Agent

In today’s episode of the Live UNREAL w/Glover U Podcast, Jeff shares how to build your UNREAL Life through listings, and what it takes to become an exceptional listing agent. It all starts with mindset - every successful listing agent thinks in a specific way, and that’s reflected in their daily activities. 

Listings have a higher ROI than buyers, and they give us more control over our time. The more time we spend fine-tuning that aspect of our business, the closer we get to our goals. 

As a bonus, later in the episode Jeff is joined by Geno D’Angelo, an agent who has mastered skills-based selling at quite a high level. Geno talks about his real estate journey, growing his business, and why he shifted from personality-based selling. 

You’ll also learn:

• 5 reasons why mastering sellers is critical
• The true meaning of script mastery
• The difference between skills-based agents and personality-based agents
• Why we have to accept that as real estate agents we’re sales people

 

Quotes 

Living an unreal life is hard to do when you can’t control your time. -Jeff Glover  

When you start to get good at things that are hard, you build confidence within yourself. -Geno D’Angelo 

 

Key Points 

High resistance, high rejection vs. low resistance, low rejection activities 

The path of most resistance leads to the path of most freedom. Rejection is part of that resistance. Most agents spend their time on the low resistance, low rejection activities, and subsequently get less results. If you want to earn more, you have to put more time into high resistance, high rejection activities. 

 

7 Mindset Habits of Great Listing Agents

1. They value their time above all.
2. They understand that every day is a job interview. 
3. They have a growth-oriented, learning-based mentality and always vet out shiny object syndrome. 
4. They make business-based decisions, not ego-based decisions. 
5. They thrive off rejection because it means they are working with someone who is likely to work with them.
6. They start every day from a zero mindset. 
7. They prioritize skills-based selling over personality-based selling. 

 

Success with online lead portals 

Online portals like HomeLight have managed to outcompete agents and intercept the seller, but that doesn’t mean we can’t work with them. If you search on Google, you’ll find out that platforms like Homelight have taken over the Google Ads space. If you want to generate leads through them, you have to regularly go back into the backend and update the leads. 

Top Producer Business Building Strategies

In today’s episode of the Live UNREAL w/Glover U Podcast, Jeff is joined on stage by another panel of top agents who are generating listing business at a high level. Justin Ford, Nick Waldner, and Ralph and Holli Pearson share their inspiring backstories, how they started their businesses, and what they have been doing to win with sellers. 

This group of agents brings a wealth of business acumen to the table, and they provide valuable tactics that can improve your business. 

You will learn: 

• The value of working on your prospecting and cold calling skills
• Why tracking the numbers in your business leads to more success with sellers
• The 5-5-5 database strategy that will supercharge your client relationships
• How to quickly and easily convert more expireds and FSBOs 

 

Quotes 

You’re either a high producer or you’re running a company. It’s hard to do both unless you have great people, which takes a lot of work. -Jeff Glover

 

Key Points 

1. The skill of prospecting and lead follow-up is necessary for every single lead source. In order to get more listings, we have to create more opportunities, and that starts with the number of conversations we have, and the quality of those conversations.
2. Prospecting and lead generation is so much more than cold calling. However, if you want to get a “now listing” and convert a FSBO or expired, dialing in your cold calling skills will make a huge difference.
3. Building the habit of reaching out to your database can start with a few simple activities every single week. Instead of trying to call your entire database at once, commit to contacting 5 people a week.

Marketing Tactics of Top Producers

In today’s episode of the Live UNREAL w/Glover U Podcast, Jeff is joined on stage by top agents Michael Kaim, Amanda Pohlman, Tommy Choi, and Rob Foglia. Each of our panelists shares specific tactics they are using to generate listings, especially from their databases. They talk about what they implemented into their businesses in order to shift from focusing on prospecting to building a database.  

Whether you’re a new agent, a solo agent, or an established team leader, our panelists will provide simple ways to add value to your marketplace and build relationships that are so strong that they generate hundreds of listings. 

You’ll also find out: 

• How to turn old expireds into fresh, ready-to-list leads 
• The key to turning strangers into a source of referrals
• How to create listing presentations that blow your competitors out of the water

 

Key Points 

1. Most people shy away from expireds because they are afraid of the rejection that comes with calling people. Old expireds don’t have the same amount of rejection as something that came off the market yesterday. The sellers aren’t hearing from as many agents, so it’s the perfect lead source if you’re afraid of rejection. 
2. You don’t need to have hundreds of attendees to have a successful client event. Even with 20 people, you can have a ton of fun, and you can use photography and social media posts to show that it was a great time.
3. When you’re building a connection with new people, think of it as an ATM, where you can either add value to the person (deposit) or ask them for something (withdraw). If you want to build a strong relationship with people, the ratio should be 3 deposits for 1 withdrawal. You want to make an impression, add value, and become memorable before you ask for anything.

Developing the Leader Within

In today’s episode of the Live UNREAL w/Glover U Podcast, Coach Matt Sutter talks about developing the leader within you, and why leadership takes us further in accomplishing our goals than we ever could on our own. Even if we’re hard-charging, ambitious individuals who are extremely interested in pursuing our dreams, without leadership, we’ll hit our ceiling pretty fast unless we learn to influence more people. 

Many people mistakenly think that we can only start focusing on leadership when we get promoted, but the truth is great leadership starts right now in your current position, family, and community. It’s a skill we have to actively hone and prioritize. Your ability to get to your Unreal Life is predicated on your ability to lead. 

Matt will share with you what he has learned about leadership and how to immerse yourself in the leadership process.

You’ll also learn:

• The 4-step process of the leadership journey
• Why leadership of others begins with leadership of self
• How great leaders think and act differently

 

Quotes 

Marketing without authenticity is just noise. -Matt Sutter  

If you can learn to lead people who are effectively volunteers in their roles, you’re a better leader of the people who do report to you. -Matt Sutter  

Leaders are authentic and they are real with their people. -Matt Sutter 

The commitment to growing the leader within is non-negotiable - it absolutely must happen. -Matt Sutter

You cannot lead others effectively, beyond lip service, if you’re not yet leading yourself. -Matt Sutter 

 

Key Points 

1. If you want to take the fort of opportunity, deeply impact the world, and change the lives of others, you have a complete and immovable ceiling of potential all by yourself. If we want to unleash all the opportunity, then we have to raise the lid on our leadership and accomplish our goals through leading others. Learning to lead people is the difference between us taking 10 steps forward on our own, and 1,000 steps working with other people. 
2. Our family and friends don’t necessarily need to be led or influenced by us. Unlike the people we hire and pay, they are volunteers in their roles. Learning how to lead our family, friends, and loved ones effectively makes us better leaders in our businesses.
3. What people do in their job is an outward expression of what’s going on internally. People are holistic, so if you want to lead them effectively, you have to lead them from the inside out. 

 

4th Quarter Business Plan

In today’s episode of the Live UNREAL w/Glover U Podcast, Jeff will take you through our 4th Quarter Business Plan from start to finish. The 4th quarter is a great time to set up for a strong finish in 2021, and start 2022 strong. In the last three months of the year, it’s so easy to take the gas off the pedal, so having a plan to follow and stay accountable to will help you end the year on a high note. 

Jeff will share with you all the most important parts of planning for October, November, and December, like doubling down on your lead sources and understanding all the actions you need to take to meet your goals.

 

Be sure to text QUARTER to 55444 to download your own PDF copy of the plan! Listen to the full episode to find out how to generate momentum for the end of the year, and have the best December ever.

You’ll also learn:

• How to reverse engineer the calls, contacts, and closings you need to meet your goals 
• The impact of a productive 4th quarter
• How to squeeze more juice out of your best lead sources

 

Quotes 

Every time you increase your goals, you need to change your morning routine. -Jeff Glover

 

Key Points 

The 4th quarter is the most important one of the year in real estate because:

• Activities in October and November determine our December, AKA more money for the holidays! 
• Our listings taken inventory in December usually carries into January. 
• For a lot of Realtors, January and February are really slow, so when it’s slower, there’s more opportunity for the agents who are taking action. 
• A strong 4th quarter causes us to increase the goal for next year. A strong start of the year also guarantees that you’re going to hit your year-end goals as long as you maintain your levels of production. 
• A great 4th quarter leads to some well deserved time off around the holidays or even a vacation in January. 

 

A morning routine is key to productivity 

In the 4th quarter, a strong morning routine helps you combat the distractions of all the holidays. If you start off your day in productive momentum, the distractions won’t matter. 

 

Don’t underestimate inventory in the 4th quarter 

There are more listings available in the month of October in almost every market across the country, so prepare to double down on your efforts when more inventory is available.  

 

Call-to-Action 

Text QUARTER to 55444 to download your copy of the 4th Quarter Real Estate Business Plan! 

Becoming a Marketing-Based Agent: Easy, Low Cost, Lead Gen Strategies

In today’s episode, Jeff is joined on stage by Taylor Kerrigan, Operations Manager for all of the Live Unreal companies, to talk all about easy marketing strategies you can implement into your business. Taylor has been at the helm of JGA’s lead generation strategies, so she shares with us today how to actually execute them. We dig deep into the behind-the-scenes of the work we’ve done with our marketing, social media, and database.

This episode is a crucial one, as you will learn how to improve your marketing and lead generation without spending a lot of money. 

We also discussed:

• How to build and grow a neighborhood Facebook group
• How to make a strong and lasting impression at client events
• The biggest mistake agents make when it comes to their database
• How to milk your client events weeks or even months later

 

Quotes 

Your marketing is only as good as your customer service. -Taylor Kerrigan  

 

Key Points 

1. Starting a neighborhood Facebook group positions you as the resource for your clients, and it allows you to put your supporters in one place. Instead of letting clients ask other people for referrals, a Facebook group allows you to get in front of them first. 
2. Provide an incentive for your past clients to join your Facebook group. JGA did a photo shoot for clients that they could only book and access through the group. These are some of the clever ways to grow the group.
3. Your marketing is only as good as your online presence, and part of your online presence is having positive reviews. Provide an incentive for your clients to give reviews, and even if it feels like a lot of money and effort to get them, think about the business you might lose if someone Googles you and you have no reviews.

Industry CEOs on the Future of Real Estate

In today’s episode of the Live UNREAL w/Glover U Podcast, we are joined by a brilliant panel of leaders in real estate and banking: Keller Williams' President Marc King, Berkshire Hathaway Home Services’ Steven Fase II, eXp Realty’s CEO Jason Gesing, and Sandro DiNello, CEO of Flagstar Bank.

These industry insiders are perched in different areas of real estate, and each bring an insightful, high-level perspective about the market and where they see it going. 

The panelists share what they are paying attention to, and recommend strategies for agents to stay ahead of the game and win in different market conditions.

You’ll also learn:

• Relationship vs. technology 
• How agents can compete at a higher level
• What our experts think about Zillow and its relationship with the industry

 

Quotes 

No matter how easy the communication is and how great the tech is, even among Gen-Z and millennials, they still want an agent and that’s going to continue to be true. -Jason Gesing 

Realtors who have strong relationships shouldn’t be worried about technology. -Mark King 

We are only as good as the average among us in terms of our value to clients. -Mark King 

If the consumer thinks we’re the same, it’s a race to the bottom. -Steven Fase

 

Key Points 

1. There are always going to be ups and downs. Some are created by monetary policy and inflation and others aren’t. Agents need to be prepared for the worst thing that might happen. If it doesn’t happen, you’re way ahead of everyone else and if it does, you’ll survive. Every time there’s something difficult that creates an opportunity, take advantage of the uncertainties. There is a correction coming, but we don’t know how big it will be. The agents who prepare right now will win.
2. The migration to second home markets on a permanent basis is one of the biggest shifts in the market right now. The remote work trend is here to stay, and agents need to be positioning themselves to capture the opportunity.
3. If brokerages want to continue to be relevant, they need to start competing where Zillow is strong and that’s on search. 

Trade Secrets of Top Listing Agents: How to Dominate Your Real Estate Market w/Terri Fenelon, James Hern, and Renee White

In today’s episode of the Live UNREAL w/Glover U Podcast, we are joined by a panel of three agents who are killing it in their listing-based businesses. Terri Fenelon, James Hern, and Renee White share with Jeff Glover what they are doing to succeed at such a high level, along with tactics agents can implement in their own businesses. 

We’re highlighting listings-based, listings-focused agents who are doing amazing things in their own markets, and running really great sales operations. You’ll learn the power of focusing on luxury, using events to add value and generate leads, and how to gain market share. 

You’ll also learn:

• The strategy that will allow you to go from showing assistant to buyers’ agent to listing agent in only three years
• How to break into luxury real estate
• Ways to add value to your database and how to get listing leads from it
• How to grow your market share

 

Quotes 

Every time you tell someone something you’re going to do, it’s another layer of accountability. -Jeff Glover  

If you want to break into luxury, know the product. -Terri Fenelon 

There’s nothing more important than the people you’ve already done business with, the people who already know, like, and trust you. -James Hern 

You can build a big listing business by letting go of buyers. -Jeff Glover  

 

Key Points 

How Terri Fenelon uses postcards to dominate her neighborhood 

Just listed and just sold postcards are not effective unless it’s a repeat pattern. Terri Fenelon is constantly blanketing her neighborhood with postcards, and she is succeeding because she is consistent. 

 

Turning client events into a lead source 

James Hern’s team generates up to 90 leads and 25 transactions from client events. He believes that the invitation is the most powerful piece of this strategy because it makes people feel honored and valued, and often that’s enough for them to refer you. 

 

How to grow your market share by adding value 

Renee White is focused on adding so much value to her local market that it makes it easy for her to make an ask. With a GCI of over $150 million on 200 units, it’s clear that she has a ridiculously high market share, driven by value-add strategies.