To Video or Not to Video?

marketing Jan 11, 2019

If you’re marketing on social media to capture leads, you absolutely must be using video.  REALTORS® who use video on Facebook ads consistently get far cheaper and better quality results. If you think the future of social media marketing is not all about video, you’re not paying attention. 

“If that’s true, why don’t you use video more, Ted?”

Mainly because I’m not trying to capture unknown potential clients, like you are.  If you’re reading this, it’s because I’ve already specifically targeted you as a potential client for Knowledge First.

If I was going to make a comeback as an active agent (I’m not), I would most definitely concentrate my marketing on Facebook ads, and they would ALL be video. 

Right now, 99% of REALTORS® are doing social media completely wrong, just randomly burning their time and money.  Why bother?  Spend a few bucks on proper training and learn how to do it...

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How to Make an Extra $1.6M

listing presentation Jan 04, 2019

Over the course of my 14-year career, I sold close to 1,000 properties.  I won the vast majority of my listing presentations, but I estimate I lost—on average—one per month. 

That’s 168 missed opportunities over 14 years, with an average commission of $9,525.

That’s $1,600,000.

Writing that number makes me a bit nauseous..

I could sure use an extra $1.6M right now.  I'd finally buy that Lambo...

I had a very good listing presentation, or at least I thought so.  Now, I realize it was garbage compared to this beautiful thing I’ve been obsessing over, for the past several months!

It’s not fair, really.  There’s no possible way that you (or any other successful agent) could possibly devote the time it takes to develop:

“The World’s Most Powerful and Compelling Real Estate Listing Presentation”

But I do. 

In fact, now that I’m retired from being an active agent, this is ALL I do now. ...

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The MLS System

marketing Dec 28, 2018

“Anyone can post your listing on the MLS!”

True.

Also, anyone can cut their own hair.

The point is obvious (I hope). The difference between an amateur MLS Presentation and a professional one, is night and day.

Let’s take a step back, and ask a fundamental question:

How important is the MLS presentation?

Answer: It’s the original source of information for 99% of your potential buyers.

If the information was found on the Internet (on any website), then the source of the information is the MLS presentation, every aspect of which was designed by you.

How else does anyone find out about your listings? If you can think of any answer to this question, then ask yourself, “What do they do next?”

Answer: They access the Internet and your MLS presentation to gather more information.

OK, that’s settled. Next question:

What is the primary purpose of the MLS System?

Answer: It’s to generate showings. As many as possible. Period.

Real Estate sales is...

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The Big Box Team

general real estate Dec 21, 2018

There are many different business models in Real Estate.  Here is my analysis of a typical Big Box Team, of which there are numerous in every major market:

  1. There is one team leader and any number of “junior agents”. I use the word, “junior” loosely, understanding that not all team members are necessarily young and inexperienced.  But let’s be real; most of them are.  It’s a common path for brand new agents to join a big team, anticipating that they’ll be mentored by a seemingly successful “mega agent”.
  2. The team leader’s primary focus is to LIST as many properties as possible. The more “inventory”, they have, the better! 
  3. The listings are used to generate leads, which are doled out to the “junior” agents. Their primary responsibility is to chase those leads down and convert them to buyer clients;
  4. No inventory = no leads = no junior agents = no extra commission checks for the team...
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* Numerous Ridiculous Conditions Apply

marketing Dec 14, 2018

The Real Estate industry is ubiquitous with misinformation around marketing.

The worst offenders—in my opinion—are the Big-Box Teams. You know who I’m talking about; there are numerous teams using this business model in every major market.

Some of these teams actually advertise how much money they spend every month on marketing! Thousands… tens of thousands… hundreds of thousands…

But, let’s get real for a minute and take a hard look at what their marketing is all about:

It’s themselves!

Don’t get me wrong. There’s nothing wrong with advertising your services.  Just don’t imply that the money you’re spending is for the benefit of the seller.

There’s no other industry on the planet that boasts about how much they spend on marketing, and then tries to imply that they’re doing it for you.

"You should buy a Ford, because we spend millions on marketing!"

Doesn't that sound stupid?

...

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