In these occasions, double down — in your expertise, in your data, on you. Be part of us Aug. 8-10 at Inman Join Las Vegas to lean into the shift and be taught from one of the best. Get your ticket now for one of the best worth.
Jordan Cohen is a pressure of nature. Speak with him, by electronic 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 ebook, The Agent’s Edge, Cohen shares his love of actual property with readers in an interesting narrative type. Stuffed with sensible recommendation, it contains not simply nuts and bolts but additionally scripts and eventualities for guaranteeing that your subsequent consumer interview or itemizing launch is a profitable one.
I sat down with Cohen to listen to about his ebook, 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 offered.
Your intro known as: Why one other actual property ebook? So, with that in thoughts, why one other actual property ebook?
I really consider my ebook is the primary how-to-sell-real-estate ebook with confirmed techniques and methods written by a productive, lively actual property agent, nonetheless within the trenches. So, why? It’s to do my greatest to go alongside what has labored for me over the course of my 33-year profession.
You talked about that you simply wrote the ebook at first of 2022. With the entire upheaval of the pandemic within the not-so-distant previous, was it a problem to write down in a forward-thinking manner?
To be trustworthy, I really feel my methods to achieve success are timeless and work in any market. On the finish of the day, brokers must have the abilities to win in a aggressive itemizing interview and I actually really feel I ship what it takes and an entire 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 in opposition to pals and colleagues. And one of the best brokers are going to win and earn money.
I pour out timeless methods like, for instance, the images 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, partially due to actuality TV which made our occupation a really attractive and funky job. There are extra new brokers coming in each day than ever earlier than as a result of it’s a cool job now.
Keep in mind, the typical 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 ebook additionally speaks to brokers who’re working as members of a workforce?
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 expertise and methods on our personal.
On the finish of the day, we’re in a commission-only enterprise. So all brokers, on a workforce or not, want to search out expertise to earn money. Hopefully, all these brokers can develop the boldness and ability set to finally turn into workforce leaders on their very own sometime.
Who do you see the ebook as chatting with primarily: newer brokers, mid-career brokers trying to scale, or high 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 an entire seminar [in this book]. If I used to be a brand new agent and even any agent, I might have a look at this and say, “I simply discovered one thing. I can’t await my subsequent itemizing interview.”
What would you say to anybody who’s considering creating content material, whether or not it’s an entire ebook or simply beginning a weblog?
Pay attention, the extra a profitable agent can provide again, the higher. We’re a tight-knit neighborhood of actual property brokers. I wish to assume we should 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 the planet,” which I feel opened up the door to turning into a broadcast writer, so I’m very grateful for that chance. However I feel any Realtor that may write a weblog that may assist different Realtors is a incredible factor.
What’s your secret to securing an inventory?
Confidence is contagious. Pleasure is contagious. The one approach 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 have a look at a vendor and say, “Do you’ve any questions?” and so they say, “No, you answered all of them in your presentation.”
You additionally know you’ve delivered an excellent presentation when a vendor doesn’t solely need to rent you, however they really feel like they should rent you as a way to accomplish their objectives.
What’s your secret to getting it offered?
Pre-selling it. Attending to know as a lot [as possible] in regards to the purchaser — whether or not you symbolize them or not — and what they’re actually searching for earlier than they even step foot in the home. The extra you already know about that purchaser and what their triggers are going to be the higher.
Know the objections upfront and stress or improve the options that they’re already searching for. For instance, you already know entering into that the client has two youngsters and so they want a pool and so they need loads of grassy space for a swing set or a sports activities courtroom.
When you already know that entering into, then, whenever you’re exhibiting the property, clearly, you’ll be able to actually spotlight that and level it out and remind them how essential that was. Discovering them what they actually need will assist them overlook among the flaws of the house that they may not like.
How can a brand new agent get that first itemizing below their belt?
Effectively, learn my ebook and also you’ll be armed with a very good itemizing presentation. After which, when you observe what I inform you to do, you’re going to have extra confidence in your self and your potential to push them your manner.
If you happen to 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 in another way” when 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 crucial factor for an actual property agent to be taught to achieve success?” That’s why I dedicate six or seven chapters in my ebook to the itemizing presentation as a result of I feel that’s crucial ability set an agent can have. When you’ve got an excellent itemizing presentation, you’re going to create extra alternatives than you’d 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 form of dedicated to a different agent,” when 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 an excessive amount of confidence in your self, you’re going to say, “Effectively, when you haven’t already signed an settlement with that agent, interview me. Let me present you what I do in another way. 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 indicate you what I do higher.”
In my ebook, I give Realtors of all ranges an entire lot extra to speak about than simply comps and their previous accolades and their firm. I give sufficient actual, usable methods for someone to go in and allow them to speak extra about what they’re going to do for the vendor versus what they’ve finished previously.
In your ebook, you discuss brokers who say it’s best to spend as little cash as attainable on advertising an inventory. Are you able to discuss why you assume that’s unhealthy recommendation for right this moment’s market?
What it’s a must to put money into is your self. So the secret is, I’d by no means say, “Spend cash.” I say, “Make investments,” so I put money into myself. I’d reasonably put money into myself — one thing I can management — than put money into shares and bonds — one thing I can’t management.
So for me, investing in advertising provides you a number of advantages. One, it helps you promote your itemizing and two, it helps you promote your model. You must 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 have a look at to know whether or not your advertising 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 put money into sure print publications that I do know I get outcomes from.
I put money into 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 someone which may not concentrate on that dwelling, that’s not flipping by the web all day, each day, searching for a specific dwelling, but additionally constructing my model within the classiest manner attainable.
I’m at all times making an attempt new issues. After which if one or the opposite turns into profitable, I proceed with that. The truth is, I’ll improve that. And convey it to the very best ranges attainable.
Do you’ve plans to proceed to replace the ebook as know-how and the business change within the years forward? Will there be future editions of The Agent’s Edge?
Sure, I’m hoping to write down a collection of books with the Agent’s Edge title overlaying all facets of residential actual property.
Christy Murdock is a contract author, coach and advisor and the proprietor of Writing Actual Property. Join with Writing Actual Property on Instagram and subscribe to the weekly roundup, The Ketchup.
