Listing Consultation Framework | Focus on Listings to Create a Sustainable Real Estate Business

Welcome to Real Estate Business Builders. I'm your host, Lars Hedenborg, the founder of Real Estate B School. Bottom line, the real estate industry has failed to create a clear path to financial freedom. Traditional brokerages and coaching are designed to keep you running on the transaction treadmill with no exit strategy. While I didn't have any sales, marketing or business building experience when I got.

Into real estate, I was willing to.

Bet on myself and figure it out because my family was depending. Having served over 5,000 families with their real estate needs, I've made every mistake you could possibly make in this business. Through Real Estate B School, I've helped hundreds of agents and team leaders realize their goal of true time and money, freedom and living a life without regrets. If you know there's another level of growth inside of you and you want to learn how to build a highly lucrative lifestyle business, then you're in the right place. You won't find any fluff or hype here on this show. Just real world tools, systems and strategies that work. Let's grow together.

What's up, Real Estate Business Builders? Lars Hedinborg here, founder of Real Estate B School. Today I want to talk about becoming the dominant listing agent in your market during the shift storm. So you guys have probably heard a little bit about my story, but I got into real estate like probably three months before listing inventory shot straight through the roof in my market. And I don't think we're going to go through a similar bunch of foreclosures and short sales and all the nastiness that we saw in the great recession years. But I do think it's an awesome opportunity for you to just dominate the listing side of your business. I did a live training in our free Facebook group, Real Estate Business Builders. If you're not in the group, get over there. It's 100% value. I gave away our listing presentation. We call it the maximum value home marketing system. And it's. This is literally the presentation I used to take hundreds of listings per year. And the last, I guess it would be the last like eight years of my real estate production journey. I wasn't even going on the appointments. So I know for some of you that's sort of like way out there. You can't even imagine it, but you definitely want to get a copy of that listing presentation. And the question I have for you today is as you consider your business or your real estate sales career or practice, I'm always going to challenge you to think of it as a business. So the question I have for you today to consider and ponder just a little bit is do I have the tools and systems in place to consistently and systematically convert seller prospects into clients for life without me having to do all the heavy lifting? So in terms of some guiding principles, here is that as we consider the listing consultation framework, and that's a fancy term that I use in your business, it's all of the steps, all of the systems, all of the process that you'll use to set appointments with would be seller clients and everything that follows all the way through getting that seller to the closing table and putting them in a position to refer you to all of their friends and family and then putting them in your clients for life program and all of that. So it's the soup to nuts sort of approach here of real estate. And if you haven't read the book E Myth Revisited by Michael Gerber, it was the first business book that I read when I got into real estate and it made me think about my business differently. And I don't know if this question was from the book, but it's stuck in my mind since like 2007, 2008, and I've used it in multiple businesses. How would I have to think about my business differently if I were to replicate it 10,000 times? Right. So as looking at the listing side of your business, you know, setting listing appointments, preparing for listing appointments, going to listing appointments, what do you do at those appointments where you can do it consistently and systematically. But if you were to do it in 10,000 different markets at the same time, how would you automate it? How would you systemize it? How would you develop checklists and marketing collateral and all of that. So I'm going to challenge you to think about your business differently and, and in a way, and I learned this term from Tony Robbins, Kanai C A N I constant and never ending improvement. So you have to think about your business in a way where you're always going to be making it better from a systems perspective, even if you're never going to have a team. Right. I would argue that you at least need to get an administrator at least part time because 80% of what a real estate agent does is it's lower. It's. They could be critically important tasks, but you can get an administrator to do them. So a $20 per hour, you know, in most markets administrator can leave you free to do a thousand dollar an hour activities. So that's part of this process as well. We're not going to go into the power of license administrators or virtual assistants or any of that. But back to becoming a dominant listing agent in your market. In terms of the framework, we want to not sell. So when it comes to listing homes consistently and systematically, the best sale is no sale. So your whole framework has to focus on the needs, it has to be process driven and focus on the needs of the seller. Right. So many times, so many agents go in, they're not prepared, they're sort of coming up with magic on every appointment and like, look at me, look at what I've done versus focusing on what matters most to, to the sellers. Yeah, we want to talk about the things that we've done to be successful and how that's going to benefit our sellers. But everything has to tie back to them and their needs. They're listening to one radio station only, wifm. What's in it for me? That's the only thing that they really care about. So I'm going to go through these eight points quickly. So this is the eight step consultation process and I want to challenge you to think about your business as it relates to these eight steps. Do you even have a thoughtful process that you follow in on the listing side of your business? So the first step is to establish authority. And this is before you ever even meet with this would be seller client. It's to set the appointment but also qualify that appointment. In real estate B school we have seller qualifying questions that position you not only as the expert and the authority, but they position you to take that listing when you go out to the home. Right. For that seller to be ready. Assuming that you can agree on a price pricing strategy and a commission structure that works for them, are you going to be ready to list your home when I come out Tuesday at 3pm? Right. You have to establish that authority. And we use video emails in our process a ton and they're massively impactful. Right. You set the appointment, you go through the qualifying questions and then you send them a video email and you tell them, you reiterate exactly what's going to happen when you, you get together and you're positioning yourself different than if they interviewed a hundred agents, you would stand out as the agent of choice. Number two of these eight steps is that you have to pre sell them on you. This is a pre listing package. This is not a digital package that you email. This is a physical package that's delivered to them ahead of the listing appointment. This is not something that you wanna skimp on. In real estate B school we have all the stuff you can swipe and deploy, all the Documents, templ, all of it. Right. We've got like three booklets that we ship out in our pre listing packet. It's our resume, our 151 step home selling process. And then we have, there's one other document, it's like a home seller guide, actually takes them through the process. So if, if they never even read these documents, they're going to think you're like head and shoulders above everyone else. If they read them, they're going to be ready to sign when you get there. So that's critical. Third is when you show up at the home, you're trying to become their friend, you're building rapport. You do not want to get out friended. This was my, probably one of, one of the things that did not work in my favor is that I'm generally introverted. And when I was the main listing agent on our team, I would take three to five listings a week. Sometimes you know, eight, 10 listings in a week. And I would get out friended. So, you know, we've got everything dialed in. We have like results that are better than any agent in the market. And an agent that sold like four homes that was a friend of the family, you know, or their neighbor that was an agent that doesn't do anything even in the same ballpark would get the listing because they were their friend. And like you don't want to do that. So you want to want them to realize that you mean business, but you're also able to connect with them and build rapport. Number four is that before you get into your marketing presentation or pricing the home, you want to demonstrate your expertise of the general market. So this is the 30,000 foot view, the 10,000 foot view. You're going through, you know, sort of economic statistics in the US A good resource for this is keeping current matters. Then maybe you want to go to get into the local market statistics. What's going on in terms of days on market and inventory, is it going up, is it going down, you know those sorts of things. So that they look at you as the authority before you get into your actual listing presentation, what we call a marketing presentation or pricing their home and the equity evaluation, they need to know that you know your stuff, right? So that's the only purpose of demonstrating expertise. Number five step is the actual marketing presentation. This is when it is showtime, it is on. You need to have a professional listing presentation. We gave away a free copy of our presentation. If you go into real estate, business builders, the Facebook group and you search for the listing Consultation framework, work training. You could just write like, yeah, list to last or something like that in, in that post and we'll get you a copy of our listing presentation. But you have to have a step by step process that you follow a proven process to get them a better result than any other agent. And you have to show that in a very brief. I think our listing presentation, we actually use, use it as a virtual presentation as well. I think it's like 10, 11 minutes long, but it's like power packed. Every slide is like whoa, whoa, you know, whoa. So you're stacking the value on every slide. Number six in terms of this eight step process is the equity evaluation. You need to have a, like a proprietary way to value their home. Our equity evaluation is like, it doesn't take longer than 15 minutes to put together but it's like 28 pages long and it's all templated and you know, you can swipe and deploy it if you, or when you rather become part of our world. It puts you in the light of like an absolute authority. It has like four or five different methods of valuing that asset, their home. It helps detach them from the home because it's just numbers and it, it just puts you in a position that you couldn't imagine in terms of, you know, they're going to make the right decision on listing their home at the right price because of this single tool. 7th of this 8 part process here is to have your paperwork ready, right? We have all the documents, you know, ready to go. Not just the, the state listing agreement, but all of the other documents. And again we, I actually went through this in, in the live training in the Facebook group. You guys can jump in there and, and look at all of these documents but you have to have listing packets ready to go. So when you're going to a listing presentation, they've already received the pre list packet and you have a listing packet so you can leave the home ready to go, everything signed. There's no follow up work to do. You're not going to come back or send DocuSign or any of that garbage. You're leaving with signed paperwork. And it just puts you in a different league when you have these packets ready to go. The eighth step is to set the stage for referrals, right? We use a process called the Promise, which all the way back at step number one, you're telling them about this promise. When you're dropping off the listing packet, you're reminding them about the Promise. Or if you have a courier to do it. There's a script that the courier will use to remind them of the promise and you're seeding the promise all throughout the process so that you actually the by product of working with you and the service you provide are more referrals. And it's an amazing, amazing process when it works like. It works like magic. So again, you know the quote. If you've listened to any episodes that this is all systems driven. The book Atomic Habits by James Clear. You do not rise to the level of your goals, you fall to the level of your system. So a final few points here is that you need to create your own playbook, a written playbook. And again, these are a selfish plug for real Estate B school. All of these you can swipe once you come into our world. But we have a 38 page playbook of all the best practices that you'll need to pull this off in your business. Number two, here's the pre list packet. All of the documents that you need to position yourself as the authority, the listing packet. We talked about the home valuation tools, all the listing consultation tools that you'll need as well. And think in systems. Your business is simply a system of systems. We manage all of this process in Trello. So again, in Real Estate B school, all of the Trello boards and checklists are swipeable, deployable. You can plug them right into your business. So as I'm saying this, it feels like a commercial for Real Estate B school. Normally I'm not so shameless in plugging real estate B school, but when, when I talk through like tactically, like the tools and systems that are required to be just a dominant listing agent, there are a bunch of templates, there are a bunch of tools and systems that we've developed over a decade in Real Estate B school and 15 years in real estate. Five thousand families served in my production business, a thousand people that have come through real Estate B that it's just hard to present in a podcast or a free weekly training. So if you want to go further faster, you know, the only thing I'll ever ask you to do is consider becoming our case study. This because you're a listener of the podcast, you have a special invitation and there's a $3,000 savings for our case study program. It's a six month program, highly structured, you get multiple trainings a week, you get accountability on a daily basis. All the tools, swipeable, deployable, that you'll install and systemize into your business. And it's just an amazing opportunity to partner with us to take your business to the next level and there's a 10 times return on your investment in six months and if you don't get there I will double your investment. I will write you a check for double your investment in the case study program and I'll also send you and your spouse out to dinner and anywhere you want just for placing your trust in us. So go to rebscasestudyprogram.com Much love, much respect. We'll talk to you in the next episode.

Thanks for listening. Would you please take a minute to share the show with other agents who may be struggling? And if you love the podcast, please leave us a five star review on Apple Podcasts or your favorite podcast platform. And make sure you visit ScaleOrDiebook.com to get a free copy of my book. It's a nuts and bolts guide to building a real estate business that gives you true time and money freedom so that you can live your life without regrets. Thanks again and see you on the next episode.