How To Nail Your Subsequent Itemizing (From The Agent Who Wrote The Guide On It)

Jordan Cohen is a drive of nature. Discuss 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 e book, The Agent’s Edge, Cohen shares his love of actual property with readers in an attractive narrative model. Stuffed with sensible recommendation, it contains not simply nuts and bolts but additionally scripts and eventualities for making certain that your subsequent consumer interview or itemizing launch is a profitable one.

I sat down with Cohen to listen to about his e book, 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 e book? So, with that in thoughts, why one other actual property e book?

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

You talked about that you simply wrote the e book originally of 2022. With all the upheaval of the pandemic within the not-so-distant previous, was it a problem to put in writing in a forward-thinking approach?

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 truthfully 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 associates and colleagues. And the most effective brokers are going to win and generate profits. 

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

The vast majority 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 every single day than ever earlier than as a result of it’s a cool job now.

Bear in mind, the common vendor will interview three Realtors earlier than they select one. Two out of three brokers lose, so I hope to provide 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 e book additionally speaks to brokers who’re working as members of a crew?

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 have been fully non-existent. If an agent was going to outlive, we needed to develop our expertise and techniques on our personal. 

On the finish of the day, we’re in a commission-only enterprise. So all brokers, on a crew or not, want to search out expertise to generate profits. Hopefully, all these brokers can develop the arrogance and ability set to finally change into crew leaders on their very own sometime.

Who do you see the e book as talking to primarily: newer brokers, mid-career brokers seeking to scale, or high 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 feel I gave an entire seminar [in this book]. If I used to be a brand new agent and even any agent, I might take a look at this and say, “I simply realized 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 an entire e book or simply beginning a weblog?

Pay attention, the extra a profitable agent may give again, the higher. We’re a tight-knit group of actual property brokers. I prefer 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 earth,” which I feel opened up the door to changing into a printed writer, so I’m very grateful for that chance. However I feel any Realtor that may write a weblog that might assist different Realtors is a improbable 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 after I might take a look at a vendor and say, “Do you could have any questions?” and so they say, “No, you answered all of them in your presentation.”

You additionally know you’ve delivered an incredible presentation when a vendor doesn’t solely wish to rent you, however they really feel like they should rent you so as 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 actually in search of 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 prematurely and stress or improve the options that they’re already in search of. For instance, you already know moving into that the customer 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 already know that moving into, then, if you’re displaying the property, clearly, you possibly can actually spotlight that and level it out and remind them how necessary that was. Discovering them what they really 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 underneath their belt?

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

In case you don’t trust 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” 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 your enterprise 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 e book to the itemizing presentation as a result of I feel that’s crucial ability set an agent can have. When you’ve got an incredible 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,” when you don’t trust in your individual presentation, you’re going to say, “Okay, if that doesn’t work out, let me know.” 

However if in case you have a substantial amount of confidence in your self, you’re going to say, “Properly, 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 situation is you’re going to be taught some new methods and methods that your different actual property agent can use. Simply interview me. Give me half-hour to point out you what I do higher.” 

In my e book, 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 performed prior to now.

In your e book, you discuss brokers who say you need to spend as little cash as potential on advertising a list. Are you able to discuss why you assume that’s unhealthy recommendation for at present’s market?

What you must spend money on is your self. So the hot button is, I’d by no means say, “Spend cash.” I say, “Make investments,” so I spend money on myself. I’d quite 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. 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 take a look at to know whether or not your advertising for a list 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 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 someone which may not concentrate on that house, that’s not flipping by way of the web all day, every single day, in search of a specific house, but additionally constructing my model within the classiest approach potential.

I’m all the time 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 potential.

Do you could have plans to proceed to replace the e book 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 put in writing a sequence of books with the Agent’s Edge title protecting all elements of residential actual property.