How To Nail Your Next Listing (From The Agent Who Wrote The Book On It)

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Jordan Cohen is a power of nature. Speak with him, by e mail or on a video chat, and also you get a way of the power and enthusiasm that he’d convey to the desk as an actual property skilled. 

In his new guide, The Agent’s Edge, Cohen shares his love of actual property with readers in an attractive narrative model. Crammed with sensible recommendation, it consists of not simply nuts and bolts but additionally scripts and situations for guaranteeing that your subsequent consumer interview or itemizing launch is a profitable one.

I sat down with Cohen to listen to about his guide, 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 bought.

Your intro known as: Why one other actual property guide? So, with that in thoughts, why one other actual property guide?

I actually consider my guide is the primary how-to-sell-real-estate guide with confirmed ways and methods written by a productive, energetic actual property agent, nonetheless within the trenches. So, why? It’s to do my finest to cross alongside what has labored for me over the course of my 33-year profession.

You talked about that you just wrote the guide originally of 2022. With all the upheaval of the pandemic within the not-so-distant previous, was it a problem to jot 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 have to have the abilities to win in a aggressive itemizing interview and I truthfully really feel I ship what it takes and a complete lot extra. I don’t assume it issues what the markets and financial system are doing.

On the finish of the day, we have to compete towards pals and colleagues. And the perfect brokers are going to win and become profitable. 

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 knowledgeable to win. If a vendor’s interviewing two brokers, my language goes to win.

Nearly all of actual property brokers are struggling, partly due to actuality TV which made our occupation a really attractive and funky job. There are extra new brokers coming in daily than ever earlier than as a result of it’s a cool job now.

Keep in mind, the common 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 guide additionally speaks to brokers who’re working as members of a staff?

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 fully 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 staff or not, want to seek out expertise to become profitable. Hopefully, all these brokers can develop the boldness and ability set to ultimately turn into staff leaders on their very own sometime.

Who do you see the guide as talking to primarily: newer brokers, mid-career brokers seeking to scale, or prime producers (or all the 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 believe I gave a complete seminar [in this book]. If I used to be a brand new agent and even any agent, I’d take a look at this and say, “I simply discovered one thing. I can’t look forward to my subsequent itemizing interview.”

What would you say to anybody who’s considering creating content material, whether or not it’s a complete guide or simply beginning a weblog?

Hear, 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 stage — I’m very lucky that I’ve the title “No. 1 RE/MAX agent on the planet,” which I believe opened up the door to changing into a printed writer, so I’m very grateful for that chance. However I believe any Realtor that may write a weblog that will assist different Realtors is a incredible factor.

What’s your secret to securing a list? 

Confidence is contagious. Pleasure is contagious. The one strategy to have that confidence is to have a well-planned, well-rehearsed itemizing presentation that solutions each query a vendor might have with out it even being requested. 

On the finish of each presentation, I do know I’ve succeeded once I might take a look at a vendor and say, “Do you might have any questions?” and so they say, “No, you answered all of them in your presentation.”

You additionally know you’ve delivered an important presentation when a vendor doesn’t solely wish to rent you, however they really feel like they should rent you to be able to accomplish their objectives.

What’s your secret to getting it bought?

Pre-selling it. Attending to know as a lot [as possible] in regards to the purchaser — whether or not you signify them or not — and what they’re really searching for earlier than they even step foot in the home. The extra you understand 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 understand moving into that the client has two children and so they want a pool and so they need loads of grassy space for a swing set or a sports activities court docket. 

When you understand that moving into, then, whenever you’re exhibiting the property, clearly, you possibly can actually spotlight that and level it out and remind them how essential that was. Discovering them what they actually need will assist them overlook a number of the flaws of the house that they may not like.

How can a brand new agent get that first itemizing underneath their belt?

Properly, learn my guide and also you’ll be armed with a very good itemizing presentation. After which, in case you follow what I let you know to do, you’re going to have extra confidence in your self and your means to push them your manner.

In the event you don’t believe in your individual 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” in case you don’t actually even believe in what you’re going to current. So, you probably have a dominating listening presentation, you’ll win in aggressive conditions and your corporation will develop.

I often get requested on a regular basis, “What’s an important factor for an actual property agent to be taught to achieve success?” That’s why I dedicate six or seven chapters in my guide to the itemizing presentation as a result of I believe that’s an important ability set an agent can have. When you’ve got an important itemizing presentation, you’re going to create extra alternatives than you’ll 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,” in case you don’t believe in your individual presentation, you’re going to say, “Okay, if that doesn’t work out, let me know.” 

However you probably have an excessive amount of confidence in your self, you’re going to say, “Properly, in case you haven’t already signed an settlement with that agent, interview me. Let me present you what I do in another way. Worst case situation 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 guide, I give Realtors of all ranges a complete lot extra to speak about than simply comps and their previous accolades and their firm. I give sufficient actual, usable methods for any person to go in and allow them to speak extra about what they’re going to do for the vendor versus what they’ve executed previously.

In your guide, you speak about brokers who say it’s best to spend as little cash as attainable on advertising a list. Are you able to speak about why you assume that’s dangerous recommendation for in the present day’s market?

What it’s a must to spend money on is your self. So the secret is, I’d by no means say, “Spend cash.” I say, “Make investments,” so I spend money on myself. I’d fairly spend money on myself — one thing I can management — than spend money on 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. It’s important to make investments cash so, yeah, I cringe once 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 take a look at to know whether or not your advertising for a list is working?

So, I don’t have any expertise behind me. I don’t have any analytics behind me. On the finish of the day, it’s trial and error. So I spend money on sure print publications that I do know I get outcomes from.

I spend money on 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 any person that may not pay attention to that dwelling, that’s not flipping by way of the web all day, daily, searching for a specific dwelling, but additionally constructing my model within the classiest manner attainable.

I’m at all times attempting new issues. After which if one or the opposite turns into profitable, I proceed with that. In reality, I’ll improve that. And convey it to the best ranges attainable.

Do you might have plans to proceed to replace the guide as expertise and the trade change within the years forward? Will there be future editions of The Agent’s Edge?

Sure, I hope to jot down a collection of books with the Agent’s Edge title protecting all points 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.

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