22: How To Earn Clients By Finding A Need And Then Filling It – Barry Burnett

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Summary

Learn how Barry Burnett sees opportunity everywhere and creates business where there was none before.

Barry Burnett RealtorProfile

Agent:  Barry Burnett

Real Estate Market: Burbank, CA.  Roughly $600K-$1M average sale

Steal His Ideas:

  • Give, give, give
  • Find a need and then fill it
  • Earn clients
  • Be brave enough to ask for the referrals you deserve
  • Ask, ask, and ask some more
  • Love what you do and be passionate about your efforts

Strategies

Starting on his first day when his boss said “here’s the desk, here’s the phone, welcome to the business, you’re on your own…and I’m not kidding”, Barry has gone on to be extremely successful selling homes over the last 4 decades.  Here’s a summary of how he did it.

Find and Fill

His overall strategy is to “find a need, then fill that need.”  If you stay focused on that, it will keep you busy forever.

But where do you find the needs?  Well, you have to look hard.  Think around the corners and look past the edges.  For example, if you’re looking at FSBOs, examine the copy that the home owner has written.  What is their need?  Obviously they need to sell their house, but what is beyond that?  Do they need to sell soon?  For a certain amount of money?  What is the need that you can notice that others have passed by?

Client Specialist

My first question to Barry was “how do you get clients?”  His simple answer was “earn them.”

I love that.

He goes on to say that he’s a “client specialist” and not a specialist of any particular type of geographic area or a property type.  He works with clients and ASKS how he can help them.

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Have Passion

“I don’t do real estate as a job.  I do it as a lifestyle and I consider it a participation sport.”

You have to love what you do.  At 4 decades into the business, Barry still works 11-14 hours a day.  That’s because he loves what he does.  He gives and gives and gives some more to his clients.  Because they know he is genuine and is giving to give (and not giving to get), they feel excited to help him back.  Mostly, that’s with referrals.

Ask, Ask, Ask

He is not shy about asking for referrals – as long as you’ve earned the right to do so.  There is no set schedule he goes by.  No planned attack.  He just asks.  Again, he just asks.  And, often, he gets.

Further, he recommends sending out “seasonally appropriate” information.  Like a local football schedule in the fall or tax tips at the beginning of the new year.

Marketing Vs. Selling

“Seasonally appropriate” information is marketing. It gets your name out there.  But, marketing doesn’t close deals.

So, you have to be able to sell, too.  Marketing is reminder of who you are and selling is the “ask” to see if you can create and facilitate a deal.

His Radio Show

Barry has a real estate-related show on a radio station.  He provides real estate investing advice.  He doesn’t do it to necessarily build his business.  He does it to provide accurate and helpful information.  But, of course, this translates into creating authority and trust in his skills and experience.

Lightning Round

What’s the worst marketing/prospecting/sales tactics you’ve done that others should avoid:  Don’t convince your clients to buy your passion.  Instead, help them to achieve theirs.  Also, be prepared to do everyone’s job, not just your own.

What keeps you motivated:  the constant hunt to find a need and then fill it.

You’ve got 30 days and $1000, what do you do:  knock on doors where ever people are (at businesses, out shopping, etc) because they’re often not at home

How You Can Do What He’s Done

Barry’s plan of attack is simple.  He is genuine, straightforward, and gives, gives, and gives some more.  By being passionate about the help he is providing, he is confident and diligent in asking for referrals.  And, of course, he gets them.

You don’t have to have a fancy radio show to build an audience.  You just have to love what you do and provide authentic and valuable information.  From there, your audience will grow all by itself.

More about Barry can be found on his website and his radio show.

10: How Video Got This Realtor On HGTV And Tons Of Clients – Herman Chan


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Summary

Herman Chan RealtorListen to this episode to learn how Herman has become a master of getting into the media to promote his personal brand.  If you have interest in getting multi-media promotion, check out this episode to see how he does it.

Profile

Agent:  Herman Chan

Market:  San Franciso Bay area

Steal His Ideas:

  • Get in the media to get exposure
  • Show your expertise with video
  • Utilize your personality so people see and connect with the “real” you
  • Use humor to help reduce the stress of the home buying/selling process
  • Have a “voice.”  Share your own personal point of view and don’t worry about saying “the wrong thing”

Strategies

“Give people what they can’t Google.”

Herman is a master of using video, PR, social media, and other tools to showcase his expertise and “voice” of real estate.  He feels that giving his personal opinion through these channels gives him an edge of your traditional sites like Zillow and Trulia.  He doesn’t compete with them on giving home stats.  He competes by beating them with something they can never have:  his vision, personality, and expertise.  These are things that potential clients can’t just Google and find elsewhere.

People are overwhelmed with data.  So, he edits things down for people to easily comprehend and utilize.  He transforms typical “home stats” into something interesting, educational, and short and simple.

He says it’s important to downplay your weaknesses and highlight your strengths.  This helps you stand out.  For him, he utilizes his strengths of personality, skill, and tech ability to be as many places online as possible.

By being online, potential prospects have a much easier time to vet you out.  The typical prospect wants to know that they’re in good hands with you before they commit to working with you and these media outlets help Herman’s buyers and sellers get to know him before they even meet him.

Aside from being online, Herman has scored multiple television appearances on local news, on HGTV, and other major networks.  Simply by starting small with his own local videos, he was found by producers and was invited to be on these other programs.  And, when you do land these gigs, make sure your clients and prospects know about it!

Lightning Round

real estate agent on hgtvWhat’s the worst marketing you’ve done that others should avoid:  Don’t be someone you’re not.  Let your personality shine.  This is what attracts clients to you and it will be what sets you apart and gives people confidence that you’re a “real” person and can be trusted.

What keeps you motivated:  Talking to people and the interaction with clients.

You’ve got 30 days and $1000, what do you do:  Focus online; start a website, get social media going, and start broadcasting your opinion and expertise.  Social media is pretty much free so you don’t even have to spend much money.

How You Can Do What He’s Done

You can start with a simple 30-second video you do right on your phone.  Send it to Youtube and any other social media you do as well as your website.  Talk about staging or your opinion on what’s going on in the market.  Beyond that, think about the questions that people ask you and answer them on individual videos.

“Everyone has 5 minutes a day that they can shoot something.”  Herman feels that everyone has easy access to do this type of video marketing.

Even if you’re not going to do a ton of videos, at least do one video that gives people an idea of who you are.  Put it on your website on the homepage so people can easily see it.

Resources

Herman’s “opinion” site:  Habitat For Hermanity

Herman’s “real estate” site:  Luxe Tech Home

 

5: How To Sell $100’s of Millions In Real Estate With 5 Calls A Day – Anthony Marguleas

Summary

Anthony Marguleas real estate agentListen to today’s episode to learn how Anthony Marguleas has sold over $600 million in real estate and become one of the top agents in the country partially by making an effort to call and connect with 5 people a day.

Profile

Agent:  Anthony Marguleas

Market: Pacific Palisades area, California

Steal His Ideas:

  • Hire an assistant right away
  • Do the money-making activities yourself and delegate the rest
  • Avoid “image advertising” that doesn’t get results
  • Be the expert in your local paper and news media outlets
  • Call 3-5 people a day and reinforce the relationships you’ve made
  • Love your job

Strategies

Anthony works a high-dollar market in California.  None-the-less, you can’t be one of the top agents and sell hundreds of millions in real estate without working hard and working strategically.

He got an assistant right away.  In fact, within a month of becoming an agent, he had hired someone to help him with the administrative work.  He says that you, as the agent, need to concentrate on the tasks that make you money.  Delegate any work that isn’t worth the value of your time.

Anthony has admittedly spent “a lot” of money on marketing.  Specifically, he’s done a lot of “image ads” with local papers, major real estate portals, and other places.  He feels that the return has not been worth it.  In fact, just recently, he’s scaled those marketing dollars back dramatically.  Although those dollars might produce a sale or two, there hasn’t been a consistent return for him.

He does make an effort to remain in the public eye with articles he writes for both local and national media outlets.  This helps continue to show his knowledge of the real estate market.  It promotes his name plus gives the public valuable information.  It also fills space in the newspapers he writes for, which are always hungry for new content.

To create business, Anthony works on making just 3 to 5 phone calls a day to people who he’s done business with or are in his sphere.  He genuinely cares about what he does and who he works with.  Making contact with these people naturally leads to referrals and reinforcement of that relationship.  As a result of this, he often gets 1-3 referrals a week.

Activity in the community is also important.  Aside from joining various networking groups, he also gives back to the community by donating to charity.

In creating solid relationships with clients, he and his team are proponents of using technology to make for seamless transactions.  From cloud-based tools to electronic signature systems, technology keeps his clients informed and helps with making transactions quick and efficient.

Lightning Round

What’s the worst marketing you’ve done that others should avoid:  “Image advertising” that doesn’t have a call-to-action

What keeps you motivated:  Every day is different, a positive attitude, and loving the job

You’ve got 30 days and $1000, what do you do:  Forget all the fancy marketing.  Go do open houses, connect with your sphere’s “connectors” to get you connected to other people, and meet up with people to build relationships.

How You Can Do What He’s Done

To sell hundreds of millions, you’re probably first gonna have to be in a market where the average sale is in the $1 million to $5 million range.  But, to be successful no matter where you are, just work the basics; meet people and commit to building relationships and staying in touch.

Resources

Anthony Marguleas Real Estate Site

Zip Forms

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