On September 12th from 11 AM – 3 PM EST, you’re invited to join us for a virtual conference and be part of something bigger.

Grow your business while giving back: Help raise much-needed funds for SickKids Foundation

This isn’t just another conference. This is a chance to grow your business with insights from top-tier speakers while helping Bruce Johnson cross the finish line on his incredible mission to raise $1,000,000 for SickKids, in memory of daughter, Alyssa Rae Johnson.

Why this matters 

Bruce’s story matters. He’s raised $900,000 so far, and now he’s battling stage 4 lung cancer. With your help, we’re pushing to get him to that $1 million mark. 100 per cent of ticket sales go directly to the SickKids Foundation through Bruce’s campaign.  

Every speaker. Every bonus. Every dollar. All for a great cause. This is your opportunity to grow AND give back. 

Together, we can make a difference — for your business, for Bruce, and for kids in need of lifesaving care at SickKids. 

Speaker lineup

Check out our top real estate & marketing expert speaker lineup and walk away with actionable strategies to boost your business. 

Andrew Perrie

Andrew Perrie is a luminary in the realm of real estate who stands as a beacon of charisma, leadership and inspiration. With over five years of unparalleled experience, he has not only established himself as a triumphant real estate team leader but has also ascended to the pinnacle of oratory prowess, captivating and motivating audiences on stages of all sizes.

From his early days, Andrew’s innate ability to forge connections and genuinely understand clients’ needs sowed the seeds of his flourishing career. This passion evolved into the creation of his own real estate team in Niagara-on-the-Lake and Muskoka, where his unwavering dedication to both clients’ triumphs and the team’s expansion earned him acclaim as a charismatic and results-driven leader.

Beyond his undeniable real estate acumen, Andrew’s exceptional gift for simplifying intricate concepts and inspiring through his podcast, “That Fine Life,” further solidifies his standing. His influence extends to the digital realm, where he has amassed a substantial and engaged following, emphasizing the importance of personal branding in today’s digital landscape. Andrew’s journey is marked not only by personal achievements but also by his fervent commitment to mentoring aspiring real estate professionals, making him a true luminary in the industry.

Justin Konikow

Justin Konikow is a visionary leader and co-owner of Prime Real Estate Brokerage and PRIME Media Productions, where he’s known for turning the industry on its head with innovative strategies and a fresh perspective. With decades of experience in the real estate market, Justin has become a national thought leader and sought-after speaker, guiding agents, developers and investors on mastering the art of market domination. His expertise spans luxury and waterfront properties, commercial investments and cutting-edge media production, making him a triple threat in the industry.

Justin owns one of the only firms that touch all aspects of real estate, a concept he calls “focused diversification.” His firm handles residential, commercial, investment, agricultural, land and recreational properties, cross-pollinating clients across these asset classes to offer a truly comprehensive service. His team operates like a Navy SEAL unit, assembling a tactical group of specialists, tailored to each client’s needs, all guided by the same core values, mission statement and decentralized command.

Beyond his role as a top real estate agent, Justin is a successful entrepreneur, content creator, and host of the Prime People Podcast, where he dives into the intersection of real estate, entrepreneurship and personal development. His work is a blend of sharp business acumen and creative storytelling, leveraging the latest in technology and social media to reach and engage a global audience.

Kelley Skar

Kelley is a second-generation realtor, Max/Recruit real estate coach and real estate trainer with a proven track record, as well as an international speaker.

He knew early on in life that he was going to be an educator. Kelley started in university with the goal of becoming a high school teacher; however, life took him in a different direction. His passion for learning and educating has never left and as a result, he’s a dedicated learner and a student of history, business and life. His passion lies in high-level discussion around business strategies and helping agents & brokers build a bigger, better, highly profitable real estate business.

He has been married to his beautiful wife for over 17 years and they have smart, athletic and articulate 15-year-old twins. They enjoy hiking through the Okanagan, spending time at the beach and on the lake as well as travelling the continent and hopefully at some point, the globe. He loves to play golf, work out in the gym, hang out with friends and take in Green Bay Packers football games — as a huge fan.

One of his favourite quotes comes by way of Jocko Willink: “Getting better isn’t about a hack or a trick or one change that you need to make. Getting better is a campaign. It’s daily, weekly, an hourly fight. Against weakness, temptation & laziness. It’s a campaign of discipline. A campaign of hard work and dedication. It’s about getting up early, going to bed late and grinding out every second in between!”

Jess Lenouvel

Jess Lenouvel is a real estate marketing expert, founder of The Listings Lab and best-selling author of *More Money, Less Hustle: Becoming the 7-Figure Real Estate Agent.*

After spending 15 years in real estate, selling over $300 million worth of property, Jess hit a breaking point from the relentless hustle. Determined to find a better way, she dove into digital marketing and transformed her business into a scalable, sustainable model. In 2018, she founded The Listings Lab to help other agents do the same, teaching them how to market effectively and build successful, hustle-free businesses.

Tony Joe

Located in Victoria, British Columbia, Tony has been selling real estate since 1991 and has earned production awards including VREB Gold, Special Gold and President’s Awards as well as Re/Max Diamond, Circle of Legends and Western Canada Special Services Award (2009). Tony was president of the Victoria Real Estate Board in 2008 and of AREAA (the Asian Real Estate Association of America) Vancouver 2015-2019.

He’s an Instructor for the B.C. industry regulator (BC Financial Services Authority), a subject matter expert for the B.C. Real Estate Association and a certified coach for Richard Robbins International. Systems and processes allow Tony to run a hyper-productive yet small team while being massively active in his community, serving on several community boards and fundraising initiatives while balancing abundant family time and an exciting personal life. His radio show, The Whole Home Show, airs weekly on iheartradio.ca and its podcast can be found on iTunes and elsewhere.

The Leads are Sh*t

Taylor Hack

Taylor Hack is so dedicated to saving families from 3-star experiences in real estate that the team he leads, HACK&CO @ Re/Max River City, became the most-reviewed real estate team in Edmonton, Alberta on rankmyagent.com.

A passionate entrepreneur, Taylor is considered notable within the real estate industry for his creative business solutions and strategy. In less than three years, Taylor broke into the top 2 per cent of Re/Max Agents in the world and was asked to appear on stage throughout North America, featured as a Top-35-Under-35 in Real Estate Professional Magazine, and honoured as a finalist for Real Estate Innovator of the Year by Inman.

As a dedicated team leader, Taylor has helped HACK&Co teammates achieve rare experiences in real estate that are hallmarks of performance, such as making million-dollar listings and Top Teammate rankings and becoming strong providers for their families.

Andrew Fogliato

Andrew Fogliato has been in the real estate industry since you still had to physically print out six copies of an offer plus a clean one for the lawyer when the deal was done.

He’s worked as an agent, a trainer for one of the big brands, a proptech consultant, a marketer, a speaker and more.

Now he owns Just Sell Homes, a real estate marketing agency specializing in helping realtors grow their business, and RealEstateMagazine.ca, the premier news source for Canadian realtors.

Learn more or get your tickets for the Sept. 12th event.

As a real estate professional, you likely have a lot on your plate. From juggling the day-to-day responsibilities of home showings, open houses and client inquiries to managing your personal life, it can be overwhelming, to say the least.

You’re constantly on the move, ensuring every detail is perfect, every client is satisfied and no opportunity is missed. Amid all this hustle, finding time to dedicate to social media can seem impossible.

Work smarter, not harder, by repurposing content across all platforms

Social media, however, is a critical component of your marketing strategy. It’s where your dream clients discover you, where you build your brand and where you can showcase listings and your expertise. But when creating content, engaging with followers and staying up-to-date with fleeting trends feel like just another mountain to climb, it’s easy to push social media marketing to the bottom of your to-do list.

If this sounds familiar, it’s time to work smarter, not harder, by finding clever ways to maximize your social media marketing efforts without sacrificing quality or consistency. The answer is simple: repurpose your content across all platforms. Today, we’re sharing our agency-approved tips for repurposing your content quickly and effectively, saving you time and energy. 

1. Turn blog posts into social media posts

Blog posts are a goldmine for content. If you’ve spent time writing detailed, informative blog posts, don’t let them sit idle on your website! Instead, break them down into bite-sized social media posts or repackage them on LinkedIn. 

For example, a “5 Tips for First-Time Home Buyers” blog post can be transformed into a five-part Instagram carousel or a series of tweets. This not only maximizes the value of your blog content but also keeps your social media feed active and informative. Additionally, you can repurpose your blog posts on LinkedIn to extend your reach further. A new headline, bullet points and updated image can make your older content feel fresh and new. 

2. Create video snippets from long-form videos

A well-shot long-form video can be repurposed into Reels, TikToks or YouTube Shorts. For example, if you’ve filmed a video tour of a property or an in-depth discussion on market trends, you can extract shorter clips highlighting key points. 

These snippets are perfect for engaging your audience on platforms where short-form content thrives. Additionally, shorter videos are more likely to be shared, increasing your reach and attracting new followers.

3. Share email content on social media

Your email newsletters are another untapped resource for social media content. If you’ve crafted an insightful email update for your subscribers, don’t hesitate to share it on your social platforms. This strategy not only saves you time but also promotes your email list, driving more traffic to your primary communication channel and increasing your database of leads.

You can post snippets of your email and a call-to-action inviting followers to subscribe to your list for more exclusive insights. For example, you might pull out a key statistic or an interesting takeaway from an email, and turn it into a visually appealing social media post. Pair it with a compelling call-to-action like, “Want more exclusive insights? Subscribe to our newsletter for the updates!” 

4. Bring your audience behind-the-scenes content

People love getting a peek behind the curtain! Sharing behind-the-scenes content humanizes your brand and builds a stronger connection with your audience. Whether it’s a day-in-the-life of a real estate agent, a sneak peek of an upcoming listing or a glimpse of your team at work, this type of content is both engaging and easy to create. Behind-the-scenes posts give potential clients a taste of what it’s like to work with you, fostering trust and familiarity.

For example, you can document a day-in-the-life of a real estate agent by sharing short clips on Instagram Stories, from your morning coffee to showing homes and meeting clients. You can also host a Facebook Live video tour of your office, introducing your team and giving a real-time look at your work environment. Additionally, you can write a LinkedIn article titled “Behind the Scenes: A Day in the Life of a Real Estate Agent,” detailing your daily routine and the challenges you face. 

5. Repurpose testimonials

Client testimonials are powerful marketing tools that build trust and credibility with potential clients. Instead of limiting them to your website, you can also share them on social media. Create visually appealing posts featuring quotes from happy clients, or have past clients film short video testimonials. Highlighting positive feedback on social media can reassure potential clients and encourage them to reach out to you.

By repurposing your content, you can maintain a consistent and engaging social media presence without the constant pressure of creating new material from scratch. Implement these strategies to streamline your marketing efforts, and watch as your online presence grows with minimal added effort.

Working smarter, not harder, will allow you to focus on what you do best: helping your clients find their dream homes!

“The leads are sh*t.”

A phrase we hear all the time in the real estate industry.

Sure, almost every industry says the same thing but it’s especially popular in real estate. People invest a lot of time and money into leads and many are not seeing a return.

Paying to generate leads online can be like buying a boat. The famous adage, “The happiest days in a boatowner’s life are the day they buy the boat and the day they sell it.” For many, that’s how their experience is with real estate.

Yes, you can find success with online leads

Yet, there are a lot of people having great success with online leads. Taylor Hack is one of them. His team does 140+ transactions a year in Edmonton with an average production per agent of 31 deals and a remarkable amount of five-star reviews.

Hack has a strong background in sales and it shows with a team that logs thousands of dials each quarter. With a significant amount of their business coming from online leads, Hack has worked with industry leaders in conversion to build a healthy and sustainable business.

We looked at why people think online leads are sh*t and how to solve that problem 

We started getting to know each other at industry events and then online and became fast friends. He looks at things more from a sales-first angle and I, the marketing-first angle. We’ve had a lot of passionate conversations over the years — often about the intersection of sales and marketing in real estate.

We’ve looked at why people think online leads are sh*t and how to solve that problem. We started talking this year on Zoom about it more and more and inviting people on to listen to our conversations.

These conversations started getting great feedback from those who came to listen. So, we started promoting it a little bit here and there. The more people who attended live, the better the feedback we got.

We’ve brought a few other great people from the industry on and have had great conversations with them, too.

Now we’re taking it up a notch with a hybrid podcast, live talk show & radio call-in show

This show will be called “The Leads are Sh*t with Taylor Hack and Andrew Fogliato.”

Every week we’ll talk about different aspects of the business. Sometimes we’ll bring guests on with subject matter expertise. We’ll even give Hack things to put in place in his real estate business and he’ll report back on the results.

This isn’t a traditional podcast. It’s a hybrid podcast, live talk show and radio call-in show. If you join us live you can interact over the chat and ask questions, or you can even come on camera and ask a question live.

Have a problem in your business you’re stuck on? Ask.

Have an idea you want to brainstorm? Ask.

Have a topic you want us to discuss? Tell us.

Our goal is to have this be a place you can join every week to help your business. We also want it to be an open book. If we’re talking about an idea and it gets tested, we’ll tell you the results. If it’s an untested idea, we’ll tell you that too.

If we invite a guest on, it’s someone we know has something of value to contribute and does real business. We’d rather find the people running a great business — it’s not about who’s famous and “in”. Instead, we want to find great operators and learn from them.

So come join us, every Thursday at 2:00 pm EST. Attend live to see what we’re working on and what’s getting results. Ask questions, engage and have fun.

We’ve set it up as a recurring webinar so you just need to register once to get the link sent to you every week to join. We’ll be posting the replays on the Real Estate Magazine YouTube channel.

Click here to grab a spot and start joining us live. Looking forward to seeing you there!

Ever get those missed calls from unknown numbers? You know, the ones you ignore and then Google to see who called? Well, guess what? This is what your leads are doing when they’re not picking up the phone. And it’s a golden opportunity knocking at your door.

Turn missed calls into clients

Imagine turning those missed calls into clients. Have you ever actually Googled those numbers to see what shows up when the leads Google the number?

This isn’t some far-fetched idea — it’s a real tactic that can boost your business. It’s a micro-moment that’s oft-neglected, especially when it comes to phone numbers tied to a CRM. CRM-based numbers are more likely to seem like they’re fake when calling. They’d have no history or results most of the time, which for many people is a clear sign of a scam call.

So, that snap judgment of, “Is this spam, a scam or a call worth answering?” is a critical moment. You don’t have long to convince someone.

Do these two things

You should do two things — the first is setting up a branded call display.

The second … Imagine this for a moment. They type your phone number into Google and the first result is:

“Did XXX-XXX-XXXX just try calling you? That was me!”

They’re going to click on that.

What to include in your call

The same way you respond to online leads, you approach this with:

1. A polite opening
2. A mutually agreeable fact
3. An easy-to-answer question

Tell them who you are, point out why you’d have been calling and then ask them a question.

So, that opening could be: “Hi, I’m Andrew with JSH Realty. You got a call from XXX-XXX-XXXX, you typed it into Google and now you’ve come here. Are you curious why I called?”

Then, you can list out the ways you collect leads and go into a call-to-action. These will be specific to your business.

This is a really easy backend page to put on your website. It will also be easy to rank at the top for your phone number since no one is trying to compete with you.

Turning missed calls into clients isn’t just possible, it’s a simple way to boost your conversion rates. By creating a dedicated phone number page, you provide potential clients with the information they need and make it easy for them to reach out to you. Start implementing this today and watch your missed calls turn into valuable client interactions.

By the way, if you want a PDF template of how the page on your site should be structured, just DM me on Instagram with PHONE SEO so I know what you’re looking for, and I’ll send you the PDF.

As a real estate agent, establishing credibility and attracting new clients hinges on social proof — and nothing showcases your expertise quite like client testimonials. 

Testimonials serve as a valuable asset to your real estate business, providing a powerful differentiator that sets you apart from the competition. They not only validate your skills and professionalism but also offer tangible insights into the client experience you provide.

By proactively seeking feedback and encouraging clients to share their positive experiences, you demonstrate a commitment to excellent service while also creating a sense of trust from your community. Each testimonial is a testament to the satisfaction and enthusiasm of your clients, highlighting the value you bring to the real estate journey. 

Today, we’re sharing our proven process for securing high-quality reviews that give your ideal clients a glimpse into what it’s like to work with you. Plus, you’ll learn a unique approach to showcasing these success stories in your marketing to increase your impact, boost engagement and win over prospects.

Understanding that timing is everything

Knowing when to request a testimonial is crucial. For real estate agents, this is typically one to two weeks before or after closing. By making your request when your client is feeling positive about their experience with you, you’ll increase the likelihood of receiving glowing feedback. 

Providing guidance

The biggest obstacle to securing high-quality client testimonials is that individuals are often unsure of what to write in their feedback. The most effective way to combat this is to ask your client specific questions within your request. You can also encourage clients to mention details like the name of their city or particular services you provided to increase searchability on Google. 

Crafting the perfect ask

When requesting a testimonial, the goal is to ensure client feedback is as detailed and specific as possible (a generalized, one or two-sentence review isn’t likely to create a lasting impression). Be sure to ask your client to provide thorough descriptions of their experience — this helps future prospects visualize what it’s like to work with you.

Here’s a template tailored specifically for real estate professionals, based on what we use in our marketing agency when requesting client reviews:

“Hi [NAME],

We’re almost at/we’ve crossed the finish line!

I’ve loved working with you and I’m so grateful you trusted me to buy/sell your home. We’ve come so far together! It would mean so much if you had a few moments to provide your feedback on our time together and leave a Google review [LINK]. Or, if you’d prefer, you can send your review directly to me. Your words go such a long way. 

To make things easier, I’ve included some questions you can consider answering in your review. The more details you can provide, the better!

1. What initially attracted you to work with me as your realtor?

2. How did I assist you throughout the home buying/selling process?

3. What specific aspects of my service stood out to you the most?

4. If you were recommending my services to a friend/colleague, what would you tell them?

Thank you for your support!”

Showcasing your review

Once you’ve gathered your feedback, it’s time to share your review in your marketing. But it’s not enough to simply post a graphic and hope your ideal clients take notice. Instead, try swapping the usual client testimonial post for a story that paints a picture of the client’s real estate journey.

For example, you might highlight how you assisted a client in navigating a competitive market to secure their dream home or how you advised a homeowner on strategic renovations that boosted their property’s value, leading to a quick and lucrative sale. The key is to tell the story from the client’s point of view, demonstrating your ability to deliver tangible results and solve real-world challenges for prospects.

In a referral-based business like real estate, testimonials from satisfied clients are a highly effective marketing tool. Not to mention, they’re completely free. 

But remember, testimonials aren’t just about getting more clients and closing more deals — they’re about building trust and credibility within your sphere of influence. This means that the best way to land high-quality reviews is by ensuring a shining customer experience is your number one priority. 

By following this framework, you can leverage social proof to strengthen your brand’s credibility, stand out from the crowd and attract more ideal clients with ease.

Your website is more than a digital brochure — it’s like the storefront of your business. 

It has the power to attract dream clients, instantly build trust and authority and convince them you’re the realtor they’ve been searching for — all within a few clicks of a button. 

The problem with many real estate websites is they end up looking and sounding the same, thanks to outdated design templates and lacklustre messaging. But, the good news is that this creates a golden opportunity for you to instantly stand out from the crowd. 

A professional, strategically designed website will help set you apart as a real estate agent and attract potential clients with ease. 

Keep reading to discover our marketing agency-approved tips for realtors looking to create a high-impact website.

Speak directly to your audience

The truth is, when it comes to their home search, your potential clients are heading to Realtor.ca, Zillow and even Facebook Marketplace to view listings — not your website! Rather, they’re visiting your site to learn more about what it’s like to work with you and discover how you can help them reach their goals. 

This is why your website copy should speak directly to your client’s needs, desires and pain points while clearly spelling out your unique differentiator and the transformation you can provide. By putting yourself in their shoes, you’re immediately creating a sense of trust that makes your clients feel seen in their experience.

Tell your story

Instead of focusing solely on your achievements and accolades, use your website to showcase your personality, values and vision. Share the journey that led you to a career in real estate, your passion for helping your clients and the experiences that shaped your approach to buying, selling and investing.

Your brand story humanizes you as a realtor and creates an emotional connection with your audience. Explore some storytelling prompts that will take your marketing to the next level. 

Visual appeal and seamless navigation

A beautifully designed website and seamless user experience will keep users engaged and encourage them to browse further. This means establishing your unique visual brand with a consistent colour scheme and font selection, high-quality photography and cohesive design. 

It’s also important to optimize your website for speed, navigation and mobile responsiveness to ensure it works flawlessly on all devices. Use clear call-to-action (CTA) buttons to make it easy for visitors to take the next step — whether that’s contacting you, booking a consultation or subscribing to your email list.

Improve your site’s SEO 

You can’t attract more ideal clients if they can’t find your website in the first place. A well-optimized website can increase organic traffic and generate leads on autopilot. 

Use keyword research to identify relevant search terms and incorporate them strategically into your website content, meta tags and URLs. Focus on local SEO to target potential clients in your area and optimize your Google Business profile for maximum reach.

Showcase your credibility

Incorporating social proof in your website strategy is key to turning leads into clients. Real-life success stories give the reader reassurance that you are as trustworthy and credible as you say you are! Include testimonials from previous clients throughout your website that showcase the positive experiences others have had working with you. Seeing their results will make your next client excited at the opportunity to work with you. 

We hope you take this opportunity to reassess your current website and implement these suggestions. By doing so, you’ll transform your site into an extension of your sales team — one that sets you apart and attracts potential clients effortlessly.

Home staging, while recognized as a powerful tool in selling a property, sometimes causes people to raise their eyebrows over the apparent expense.

Let’s demystify the process by breaking down why staging costs what it does, so we can better understand why it’s good value for money.

Here’s why staging is good value for money

1. A professional touch comes at a corresponding price

Home stagers are not just decorators; they’re marketing experts. Their keen understanding of design psychology, current market trends and buyer behaviour ensures your client’s property stands out. Like other professional services, their expertise and time command a professional fee.

2. Quality furniture and decor aren’t cheap

Staging involves selecting or renting furniture and decor that not only fits the space but also appeals to potential buyers. Quality pieces come at a price but also ensure the property looks its best.

3. Offers tailored solutions for your property

Every property is unique, requiring a customized approach. Professional stagers consider the property’s size, layout, target market and local market trends. This personalized attention ensures the staging is optimized for your client’s specific needs.

4. Helps to speed up the sale

Staging often leads to quicker sales and in real estate, time is money. A faster sale can offset the initial staging costs and get you a better return on the property.

5. Uses marketing strategies

Home staging is not just about furniture; it’s about creating an aspirational lifestyle for potential buyers. Stagers employ marketing strategies, using design to evoke emotions and highlight the property’s strengths.

6. Professionalism adds value

A professionally staged home sends a strong signal to potential buyers. It shows that you’ve invested in presenting your property in the best possible light, instilling confidence and potentially justifying a higher asking price.

Case in point

In a recent project, we transformed an older home with minimal updates into a stunning, market-ready residence. Following our advice, the client revamped the space by removing outdated furniture, applying a fresh coat of paint and updating light fixtures.

We strategically introduced staging furniture that emphasized the room’s spaciousness and carefully placed accent pieces to elevate the overall aesthetic. The outcome exceeded expectations. Despite the home’s dated features, it left an incredibly positive first impression, resulting in a sale within just one day.

The impressive part? The home not only sold swiftly but also commanded a price above its asking and estimated value. This success story underscores the transformative power of effective staging, showcasing the potential for outstanding results when approached with expert knowledge and a focus on staging as a powerful marketing tool.

In essence, while staging might seem like an additional expense, it’s an investment that can significantly impact your sale. By understanding the intricate details and value that home staging brings, you’ll see that the costs are often justified and can lead to a more lucrative and timely sale. Remember, it’s not just about selling a property; it’s about selling a dream and a lifestyle.

How listings do without home staging

Not investing in staging can cost homeowners heavily. When a home is not professionally staged, it often languishes on the market, resulting in price reductions and carrying costs. Additionally, unstaged homes might receive lower offers as buyers perceive them as less desirable.

The emotional toll on sellers dealing with prolonged market time and uncertainty can’t be overlooked. Plus, the opportunity cost of not maximizing a property’s potential and losing out on potential buyers who could be swayed by a well-staged presentation is significant. Essentially, refusing to invest in staging can cause financial losses, prolonged stress and missed opportunities in the real estate market.

Over the years, homebuyer purchasing behaviour has evolved and staging has become increasingly crucial.

The shift towards online property searches, the importance of creating strong first impressions, the power of emotional connections, the need for a competitive edge, the emphasis on space and the benefits of neutralizing personal styles all contribute to the changing landscape of homebuyer behaviour, making home staging an essential component in the selling process.

Cold calling methods vary from person to person. Everyone has a different approach to getting in the door with prospects. Some real estate agents believe in leaving ZERO voicemails, while others prefer to leave numerous over a span of time.

There isn’t a right or wrong way of doing things. However, there are various ideas and methods for making headway with prospects.

The first step: Differentiating a suspect from a prospect

Recognizing the difference between a suspect and a prospect is the first step. A suspect is someone who you think could do business with you. This individual gives you no indication that they want what you have to offer, and it’s the job of the sales representative to find out more. 

On the other hand, a prospect is someone you know can do business with you at some point, because they ask questions and agree to meet either in person or over a video call.

Spending time with the right people matters. Sales is not about pitching to everyone at all times and seeing what sticks, but rather about focusing your energy the right way on those who are most likely to buy. 

Be natural and curb your enthusiasm

Once prospects are clearly defined, the use of cold-calling scripts play a significant role in getting in the door. Presenting yourself naturally makes a ton of difference in the response and callback rate.

The purpose of the cold call is to get a next step in the sales process. It is NOT to provide a ton of information to digest all at once. It is NOT to close a deal. So, remember, excitement to move forward with prospects must be kept in check.

Cold-calling scripts you can try now

Here are two examples of effective cold-calling scripts:

1. “Hello, my name is [your name], and I am a local real estate agent. I wanted to reach out because I recently sold a property at [recent sale address] and noticed that your property at [your property address] is similar in size and location.”

This example demonstrates the importance of providing non-threatening, worthwhile information to the potential prospect. Sharing general information informs the prospect about what is going on in their neighbourhood. Most people would appreciate knowing.

2. “Hello, my name is [your name], and I’m reaching out because I recently sold a property down the street from you at [recent sale address]. It’s a great area with a lot of interest at the moment and the properties are selling for great prices. Out of interest, have you thought about how much your home is worth? Or, have you ever thought about moving at some point?”

This script provides information and excitement to the potential prospect. Cold calling works best when you read the situation at hand, and the only way to do so is to listen, take notes and feel the person out. This means matching and mirroring the vocal tone and energy of the person on the other end of the line, which is a true skill. Ask yourself, “Does Sam speak fast or slow?” or, “Is he detail-oriented and conservative?” The more you pick up, the more you can alter your approach.

Turning cold calls into warm conversations

The idea is to eventually make calls without a script. Real estate agents can benefit greatly from having a strong CRM system that prompts them to make the next call on a specific date, and even at a specific time. Follow-up calls make cold calling effective because now the calls are warm. Warmer conversations allow prospects to relax and not feel “sold to.”

Ask questions and stay curious

Another natural way to build warm conversations with prospects is through attending ongoing networking groups. I have listened to some great introductory pitches by realtors over the years, and what has always stood out for me are those individuals who don’t go on about themselves or their businesses unless they are asked questions.

In other words, realtors who go on about the market or homes they’ve sold right off the bat are viewed as pushy or aggressive. Realtors who ask questions and show genuine interest in others seem to build relationships organically. Less is more, especially with strangers. 

Cold calling is one of the most traditional forms of marketing, and when done properly, respecting the DNCL (Do Not Call List) regulations, much business can be found. When I make cold calls daily, I pay attention to vocal tone, level of enthusiasm and other cues that tell me where the individual is at, mentally. This comes with years of doing it and practice. The only way to get good is to keep practicing!

It’s no secret: in the ever-evolving virtual landscape of clicks, likes and views, online marketing strategies are often dictated by the latest trends and algorithms.

This approach may offer short-term gains, but it seldom stands the test of time. Realtors who achieve sustainable growth recognize the power of building a brand in alignment with their core values and beliefs. 

Understanding and embracing what makes you unique as a real estate agent will allow you to attract clients who want to work with you (and who you want to work with).

Think of your brand pillars as your unique process for getting the results you promise. Identifying your brand pillars requires self-reflection and an understanding of what truly matters to you and by extension, your clients.

What is a brand?

Your brand is more than a slogan, logo and colour scheme. It’s a representation of who you are and how you serve your clients. Attractive visuals may get people in the door, but a properly positioned brand will earn you a client for life. 

At the heart of any winning brand is authenticity. It’s about standing for what you believe in and creating a personal connection with clients who are drawn to similar ideals.

Defining, or redefining, your brand pillars

No one provides a service the same way as you do, and your real estate services are no exception. Understanding and embracing what makes you unique as a real estate agent will allow you to attract clients who want to work with you (and who you want to work with).

Think of your brand pillars as your unique process for getting the results you promise. Identifying your brand pillars requires self-reflection and an understanding of what truly matters to you and by extension, your clients.

We encourage our clients to narrow it down to the three pillars they feel best represent their brand. Consider the following prompts:

• What emotions do you want people to associate with your brand? (e.g. trust, security, excitement, etc.)
• What key messages do you want to convey?
• What are the core values you want your brand to represent? (e.g. integrity, expertise, community, etc.)

Uncovering your brand promise

Once you’ve established your brand pillars, you can go a step further and begin crafting your brand promise. Your brand promise is a summary of who you help, how you help and why you’re the best choice. It encompasses your brand pillars, your values and your personal experience. 

Take a moment to consider what promises you’re willing to make about:

• how your dream client will feel.
• how this experience will be different.
• the results your dream client will experience.

Here’s an example:

“I promise… You will feel confident and at ease in your real estate journey knowing you made the right decision(s) for you and your family. I promise to take the time to understand your unique goals and do everything in my power to help you exceed them. I’ll answer your questions before you even think to ask them (and if I don’t know the answer, I’ll find it for you), and make strategic recommendations to get you the most for your investment, even if it means having the hard conversations.”

Be specific: Trying to reach everyone means you’ll reach no one

Be specific about the level of service people can expect to receive and the type of client you are here to serve. Remember that trying to reach everyone with your marketing is the quickest way to reach no one. This is why it’s so important to know exactly who you’re speaking to.

What you discover through this process will give you guidelines for positioning your brand in your marketing moving forward, and finding perfect-fit clients who resonate with your message. 

Setting the stage for success

As a real estate agent, your journey toward long-term success begins with the intentional cultivation of your brand. Within a digital landscape dominated by trends and algorithms, embracing your brand pillars and promise becomes a unique selling proposition.

When you can communicate these with both sincerity and authenticity you will not only attract your ideal clients but build lasting connections. 

Want to learn more about how to stand out online without the pressure of keeping up with trends or algorithms? Stay tuned for our next post to learn our agency-approved Instagram content and engagement tips!

The celebritization of our industry has reached a breaking point. 

In 2022-2023, many newer agents came into this business with the dreams of Selling Sunset. Now, they’re facing a new reality.

The highlight reel of life promised by Instagram comes with some fine print.

Sales are a result of core competencies, not followers and likes. Yet, the roadmap for new agents seems to be in reverse order:

• Take lifestyle photos to show you are successful
• Pick a colour scheme and design a logo
• Take videos of yourself in other agents’ listings (don’t worry, the consumer will think it’s yours!)

But, what happens when the phone rings and that ever-elusive buyer has chosen YOU?

Do you understand the market and product you’re selling?

Can you explain to them the roadmap of buying a home?

Are you educated on your legal and compliance obligations?

Because the agents doing deals can definitely answer yes to these questions.

Offer sound strategy and data interpretation

In an age driven by attention, there’s a silent return to the age of the craftsman. 

Consumers are becoming desensitized by seeing the same repurposed content strategy.

They’re exhausted by being re-marketed and resold to through many advertising platforms.

It has never been easier to stand out if you can showcase market intelligence. How? By offering sound strategy and interpretation of data.

That’s not to say building online platforms won’t help. It’s to say that if you don’t focus on being able to do the job like a true professional FIRST, a large platform might end up exposing rather than helping you. 

Consumers are hungry for professionals

The good news is if you’re willing to put in the effort, it has never been easier to succeed.

But how? By following the learn, build, do framework.

Learn

Spend time studying the market. Speak with other agents — they’re your best friends in this business. Get out of the echo chamber of real estate and understand the conversations happening around you. 

Spend time learning from economists (like Benjamin Tal if you’re in Canada). Listen to how lenders are thinking. Speak with consumers and ASK them questions rather than SELL to them.

Uncovering their concerns will give you a clear path to where your value lies. Interpret the market and be their guide rather than just another salesperson.

Build

Work ON your business, DAILY. Build SYSTEMS for how you handle every step of a transaction. Once you have a system, stick to it, review it and refine it.

The best businesses have come from agents who are improving their workflows. 

Do

Leaning and building are only helpful if you practice your craft. They say you can’t call yourself an artist, athlete or craftsperson if you don’t do the thing two hours a week.

The bar is low, people. The number of “real estate agents” who have no ambition to actually sell a house would astound you. 

This framework should excite you, as the opportunity to become part of the top 1 per cent doesn’t need uncommon talents or skills. Rather, it requires an uncommon ability to be consistent over time with the principles of pricing, marketing and negotiation — in that very order. 

Pricing, marketing and negotiating consistently

So how do you become consistent in these three key aspects?

Pricing. Add a daily habit of checking the MLS feeds. Get specific to your niche or product type and area. By doing something as simple as this, you’ll find yourself seeing patterns in new listings and sales. Then, when you’re in the field, you’ll be shocked at how that information becomes valuable when that lead reaches out, the phone rings or someone asks you about the area or market.

Marketing. FOCUS on your marketing efforts. Plan how you will run campaigns on your listings. Budget your marketing plan for the year. Measure what’s working, double-down on what’s working and cut back on what’s not. What separates the professional from the amateur is treating your business like an actual business.

Negotiation. Spend time around people who are levels above you and be a fly on the wall. Be present, listening to what works and what doesn’t. Ask questions. Read books. Study the craft. The best negotiations are made practically and tactically. They have a plan. The difference between a pro and an amateur? While everyone has a plan, the amateur’s plan is not having a plan.

Our industry is at a crossroads. If we choose to prioritize vanity metrics (likes, views) over quality of work and character, we may win in the short-term game of attention but my fear is we’ll lose in the long-term view of the consumer. By prioritizing the work and the craft, we become undeniable. 

“Are you paralyzed with fear? That’s a good sign. Fear is good. Like self-doubt, fear is an indicator. Fear tells us what we have to do. Remember one rule of thumb: the more scared we are of a work or calling, the more sure we can be that we have to do it.”

 

– Steven Pressfield, The War of Art