Lab Coat Agents Podcast

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Today on the Lab Coat Agents Podcast, special guest Zach Foust joins the show. He is a real estate agent out of Delaware. He has an infectious energy, passion, and willingness to share with others how he uses Tik Tok and leverages other social media platforms to generate success. Tune in and be inspired!

Episode Highlights:

Tristan asks Zach if he has hired someone yet to follow him around with a camera to create live content.
Tristan asks, “When did the opportunities start coming from left and right for you?” Zach shares how it started for him.
Zach shares about his team and experience in the business.
Do you have a mentor or counselor? Zach shares about how his personal mentor has been instrumental in his life and journey.
How is Zach able to convert?
Jeff asks Zach about his volume and zooming approach to creating his content, where it came from, and if it was intentional or not.
Tristan asks Zach to share his niches and pillars.
What about Instagram business accounts?
Same video to all of the platforms or change it up?
Jeff asks Zach if he is shooting the videos on his phone and uploading natively to the apps.
There are subscription style services coming for creators.
Jeff asks about the music that Zach uses and how to be careful with copyright.
Zach shares about his preferred editing apps and why he likes them.
Sharing business and personal? How does it all balance? What if you have other ventures?
If you have a team, how do you figure out if you should have one TikTok account or separate accounts?
Zach gives analogies that explain non consent and consent when it comes to content and how steps are taken in building trust.
Social isn’t different from real life when it comes to how much you promote and sell. Jeff and Zach discuss the importance of understanding that along with the intention of the audience.
Tristan asks Zach is he practices his hooks and writes them out or what his process is.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)

Zachary Foust:

https://www.instagram.com/zachary.loft/
https://linktr.ee/zacharyloft
https://www.facebook.com/profile.php?id=100009690497109
https://www.TikTok.com/@zacharyloft?
https://open.spotify.com/show/01SPZKZMlcmjShrETfHnEt?si=vzsZdLr7T6-D4AgdpVLPPA&nd=1
https://www.youtube.com/channel/UCluiO_VhqVk84zfmX9s_eKg
https://www.linkedin.com/in/zachary-foust-loft/

TikTok Video Checklist: What You Should Do in Every Video You Create! from Business Video School:https://www.bizvideoschool.com/free-tiktok-video-checklist

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Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)

Pete Reese:

https://reelvest.com/
https://turningprofit.com/
https://droners.io/
https://apps.apple.com/us/app/datatree-mobile/id639812842
Personal Instagram: https://www.instagram.com/reesepeter/
Podcast Instagram:https://www.instagram.com/turning_profit/

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If you are a leader in the industry, a broker, a broker owner, if you want to grow a team, Jeff says the best advice he can give you today is to learn from someone who has recruited over 1,200 agents in 4 years. Cory Rosier, nicknamed “One Speed” joins the show today to share some of his secrets and strategies, what he does that makes him so successful. Tune in now!

Episode Highlights:

Jeff introduces Cory Rosier who is with Big Block Realty based out of San Diego, CA.
Cory talks about how he got into real estate and what led him to where he is today. He is originally from Syracuse, NY.
To get to CA, Cory had an internship his senior year of high school, afterward he sold everything he had and moved in with his aunt and uncle there. He ended up meeting his business partner there as well and started with mortgages in 2003.
Cory talks about how he learned a lot when he chose to diversify in the 07-08 downfall when he was bouncing around in different things.
Jeff asked Cory how he ended up getting back into real estate through his friends and Big Block Realty.
Big Block was an independent brokerage; They actually have franchises now which is fairly recent. The corporate office has a little 0ver 1,000 agents that closed about 6,000 transactions last year and they have 10 franchises right now.
Jeff mentions that as a part of the podcast he is going to start a “Broker Blitz” to let brokers highlight themselves.
When Cory started in 2014, Big Block had 250-275 agents doing around 600-700 transactions.
Jeff talks about how the word “recruitment” cna carry such a negative connotation for many and asks Cory for his take on it as he has mastered recruitment so well.
Cory explains how when agents switch to different brokerages, they often do so in a high stress situation; With that understanding, he placed value on that big important move they are making for themselves.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)

Cory Rosier:

https://sweetassist.com/
cory@sweetassist.com
Cory@Bigblockrealty.com

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Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)
lauren@laurenrosin.com
https://www.instagram.com/laurenrosin/?hl=en
https://www.rosinteamsd.com/splash-page

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As a new year starts you probably have many plans for what you’re going to do this year. Today on the podcast, host Jeff Pfitzer addresses habits that real estate agents need to build into their business to survive and sustain. Andy Rosas and Michael Manrique are the habit experts who join the show today, called “The Habit Guys”. Maybe you know what to do but you just aren’t doing it and the success is not coming like you expected? There is advice for you today!

Episode Highlights:

Andy and Michael introduce themselves; They are business partners and they brought behavioral science into real estate.
This topic is so important as NARS predicts many more agents will leave the business this year. Andy says, “ It is getting harder to close deals and agents are still not prospecting.”
Michael talks about consistent action and the importance of understanding things that are outside of your control and how to optimize your body and brain so you desire to take change on the things you can.
Andy went to Florida Atlantic University and was a kicker in Division 1 football. Right after college he realized he wanted to have his own business. He started in the seminar business as a motivational speaker. In 2007, he became a CE trainer for brokers and agents.
Mike and Andy have been friends since high school. Andy realized in training agents that they did not know what to do. They were just trying the next thing YouTube or a friend told them to try or going through the motions of what someone told them when they showed up which inspired the need for change that they saw.
What about the analytics and tools? Why then do so many agents quit?
Michael shares how he just went with the flow and thought he found success until everything he had started to fall apart. He shares how he redefined what success looked like and how he and Andy actually started out.
Are you too anxious to take action or too tired?
Whether you know it or not you are building habits -once you understand them and can approach them with intentional fashion you can apply the knowledge for real change.
What is it about belief systems? Why are there so many formulas for disaster? Andy talks about things that can kill the identity of a realtor if they don’t know.
Michael talks about confidence and how many can get caught in the trap of just looking for the next book, course, or conference. Do you believe you can take real action? He explains the difference between internal and external emotions.
As an agent you need to do one thing over and over again- it it prospecting.
What can you do to shift your mindset and overcome?
Michael and Andy talk about how systems of actions and systems of beliefs work together.
What is an actual habit? Michael explains and says, “At the end of the day you have to take consistent action and at the core of taking consistent action is this mechanism -habit formation.”
Your belief system determines the action that you’re going to take and determines whether your vision of your life will become reality or not.
Nail down a morning routine; Be specific. It can be a major reason why agents don’t prospect. Know what is serving you and not serving you. Get rid of all the negatives. On paper, have a master list of all the things that you should be doing.
Get away from technology when you need to focus.
If you’re having difficulty following through with what you say you want to do, you have to build the integrity in what you say but taking control of the things that are outside of your control.
How does desire affect your actions? Michael talks about how you habit pair to link new emotions to hard tasks.
Find people who are doing the same things that you want to be doing.
Maximize your technology. Michael talks about redX and how they find it so helpful.
Data, desire, and action gets you to take the action. The sense of achievement is what matters for you doing that again and again.
How do you use dopamine that is released in the brain to your favor?
Jeff asks Andy and Michael to share examples of high level achievers and what it is they exactly do in forming those habits and using the emotional high of one activity to flow to the hard task activity next.
It typically takes 12 weeks to start the true consistency of prospecting. Andy talks about how individual past experience and environments affect the timing it takes. There is not necessarily one size fits all.
How long should you commit to a prospecting method?

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)
https://www.habitguys.com/training
https://www.habitguys.com/free
https://www.habitguys.com/call
New Book Available on 1-12-23 - Habit House (Available on Amazon)

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Today on the podcast, learn how to go deep in authenticity as Jeff interviews Rachel Adams Lee who shares her journey with her real estate career and key strategies to being more effective and efficient on Social while also being real. People want to know who you are and people work with those who they feel like they can relate to. Don’t miss this one!

Episode Highlights:

What if you’re not thinking about the potential engagement and connections because you’re so focused on who is liking and commenting? Rachel has some really good advice.
Rachel grew up in a really small town called Lake County. She shares a little bit about the rural town.
Rachel has been in real estate for eleven years. The business runs in her family and she always said she would never do it. She was managing a small boutique real estate
Struggles in her personal life made her realize that she wanted more but she didn’t know what it looked like.
When Rachel went to a conference called Bold, a quote rocked her world, “Change the way you look at things and the things you look at change.” She talks about how she had been in such a scarcity mindset. She then decided she was going to do an accelerated program and jump into real estate.
Through grit and determination, Rachel pushed through four months of now sales and went on to sell 39 homes her first year, 109 her second, then 123 and found herself hitting Wall Street Journal’s top 1,000 agents in the country.
Rachel committed to learning Social Media on her own before it was as big as it is now

and the referrals have grown and grown. The first year brought 7 referrals; Last year,

they had 131 referrals come through Social Media.

If you feel the pressures of always being everything to everybody on Social, Rachel has advice for you.
How do you know the difference between Social Media experts and eloquent speakers with microphones?
What is the mindset? Jeff asks Rachel to talk people through the innovation and going from trying to show perfection to actually being honest.
Rachel recommends to pick a platform and then pick 5 things that you will talk about on Social. People stick around because of who you are and how you make them feel. Her two goals are to either educate or entertain.
What does the algorithm actually mean? Rachel breaks it down and shares how she uses ‘Google Keep’ to have her next posts ready to go.
Have you heard of hashtag expert? Rachel shares how she uses it as well as her ratio To business versus personal content.
Do you have a professional/creator account on Instagram? How do you evaluate what is working and not? She has shifted passions to share personal things and build real connections with people over the things she is actually experiencing in her life.
A lot of people struggle with creativity. Jeff asks Rachel to share about the idea of being ‘on the ready’ for content.
Rachel shares how her and her husband got marriage coaching around healthy boundaries with cell phones. If you’re so concerned about just getting Social content but missing your life, it is time to change. You don’t owe anybody anything in a certain timeline. Capture the content but you don’t have to share it at that moment.
Rachel got into real estate to be financially free and to spend more time with the people you love. What about mom guilt? How can you be fully present?
The point of Social Media is to have engagement. Rachel gives the top 3 things to dial t in.
What are the 3 questions your audience will be asking?
Rachel has a rule of 5:5:5. She explains how it works and what her real estate team does every month to wake up the algorithm, get engagement, and grow referrals. For her posting on Social gives her energy rather than draining. If she feels like she ‘has to post’ she doesn’t. What can you do to be more effective and efficient?

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Today there is so much noise. You turn on your laptop or open Social Media apps and there are more messages being thrown at us than we can keep up with. On this episode of the Lab Coat Agents Podcast, Jeff talks with a good friend of his and is a part of the Lab Coat Agents, Alex Rivlin, who also authored the book, “Static”. How do you focus on really being present where you are? Tune in!

Episode Highlights:

Alex Rivlin is the guest on the podcast today. He is a good friend of Jeff’s and the author of a book called Static.
Alex operates a team in real estate but he has been an entrepreneur for many years. He lives in Las Vegas with his girlfriend and two children.
At 18, he started his first business in auto repair. He exited that business at 26 when he got into insurance. He then spun that off into a technology company, still with insurance where he grew to 165 employees in 3 years.
When Alex exited that business he was looking to solve a new problem and help as many people as possible.
Alex shares the reason that he got into real estate specifically. He shares the stats in Las Vegas for real estate agents- 82% of agents don’t renew their license for the second year.
What is it that sets apart the people that could make it?
Alex first looked into developing and as he was researching and analyzing he decided he could make more of an impact in the real estate side.
Success has different definitions for everybody. Alex has a passion to help people achieve what that is for them whether more money, harmony within the areas of your life, passive income, etc.
Alex owns some portion of five different companies and is happy to show people the paths he has followed.
Jeff talks about why people often shift to real estate. He also talks about the difference between balance and harmony.
Do you feel like balance is elusive? Alex has advice about reaching for happiness. “If you’re chasing happiness, it is an issue”, he says.
How do you focus on really being present?
Society creates our narrative and we try to measure up with it but what if it is not what's right for you and your life and family?
Create your own narrative, be proud of it and own it.
Jeff asks Alex to touch on tactical things that many people struggle with.
When you compare the highlight reels with your behind the scenes, it's not good and it is often not what it seems.
Alex shares a personal story about worry and being the person he thought everyone else expected him to be. He also shares how he navigated out of self-doubt.
What is the difference between self-doubt, negative self talk, and areas of improvement?
How does Social Media work along with good harmony and perspective?
Alex talks about the questions he asks himself before going through with his plans, posts, etc.
“Fake it till you make it” is one of Alex’s least favorite things. He recommends to throw that to the trash and instead, be authentic; Be who you are.
You have the aptitude and ability to do fulfilling things.
Alex talks about an American socialist, Charles Cooley and how a quote of his really summarizes self identity.
You don’t need to be what you think others are wanting you to be. In Alex’s book he goes through how the brain works and how influences shape us.
Advice comes from a personal lens and personal experiences. It is important to be aware of that and consider if you should take or leave it.
Static goes deep in all aspects of life, the best tools you can gain are those that help you sort through.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)

Alex Rivlin:

Paperback book STATIC by Alex Rivlin on Amazon
https://www.instagram.com/alex_rivlin/?hl=en
https://www.facebook.com/alex.rivlin.1

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On this episode of the Lab Coat Agents Podcast, Jeff talks with Jake Dixon. He coaches a lot of broker owners, focusing on the agents who sell 24 or fewer homes per year. Jake calls out those who say that the agents who fail just aren’t motivated enough. What if team leaders and coaches are too focused on giving professional advice rather than asking good questions to find someone's strength zone? All new agents should tune in to this episode in order to jump-start their 2023 business.

Episode Highlights:

What is the differentiation among coaches?
There are a lot of struggling agents coming out of 2022. There is no secret with the stat of 87% of agents failing and leaving the industry in the first two years.
Jake is from Wisconsin and a cardinal fan. He is a father of two young daughters, and his wife is also his business partner.
Jake is very passionate about serving the underserved in doing God’s work.
Jake was drafted as a hitter which he turned down and then took the draft offer as a pitcher with the Anaheim Angels. He had a Tommy John surgery and then re-tore the ligament which eventually took him out of professional baseball.
Jeff asks Jake when and how he got started in real estate. He got his license in 2013 and sold one home and the owner of the company brought him in to interview as the team lead which he got and led to another opportunity to be a team leader in a top 20 market in NC. Next, he got an offer to be a coach in 2016.
In 2016, he transitioned out of the TL role into the coach role and he then looked at beta testing for a coaching platform.
Very quickly, the coaching platform took off. In July 2017 they expanded into their first location; By the end of the year they were at 35. The end of the following year they were upwards of 150.
Jeff asks Jake what it is that truly helps new agents. He says success lives in your strength zone. He has the ability to ask questions to see what motivates people internally, not just being a good advice giver like most coaches.
How do you have your own custom lead generating plan that plays to your strength?
Jake explains the 5 to 25 challenge that they use. 5 real estate conversations a day for a year works out to be 1,250 conversations over time. He has tracked this for 7 years and has found a 50 to 1 conversion rate- about 2% which works out to 25 transactions.
There is just as much of a leadership problem as there is a “motivation” issue.
Jeff asks Jake how he advises people to get started on a conversation list.
Jake chunks everything down to time on task over time.
Where does someone start to conceive a list to have real estate conversations who could be legitimately in their market? Jake explains the difference between not having a bigger database and cherry-picking your database because of preconceived ideas.
What do you like to do? Find friends and build a circle around there.
Jeff talks about how so many get on Social and spam people about their awards and want to sell, sell, sell.
When you are authentic and use that to your strength, Jeff talks about how it truly works and compounds.
Jeff reviews his birthday list on Facebook to intentionally make sure there is relevance to his friend list.
Once you have a built in CRM, you need to be intentional about how you show up and engage.
Jake says he is big on lifestyling. He sees it like Gary Vee talks about - don’t create content- document what you’re doing.
Jeff talks about how the younger crowds drive the future of Social and how people prefer to interact.
In real estate there is fatigue in trying to do too much too fast. Jake simplifies it.
Jeff talks about how life derails you and you have to play the consistency game.
Jake advises, “Show up and do the work. Surround yourself with other like-minded positive people.”

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On this episode of the Lab Coat Agents Podcast, some very good friends of the show are back…Brandface! Tonya Eberhart and Michael Carr are talking about how their business is shifting and how they are attracting new clients. This is so relevant for every single listener. Don’t miss it!

Episode Highlights:

Jeff introduces Tonya and Michael from Brandface, whom many of the audience are familiar with.
Tonya is the founder of Brandface. She entered the radio industry in 1988 in the sales side. She was getting doors slammed in her face. She realized that she needed to change the way that she presented herself.
What are the things that successful people have in their industry? Tonya talks about how she studied it and started leading others to do the same.
Michael has a background in real estate. He opened up a brokerage in his hometown and realized that his marketing was not good, which is when he met Tonya who told him he didn’t need marketing…he needed branding. His team is north of Atlanta, Georgia with 26 agents and he is the COO of Brandface, LLC.
There is a big myth out there that people are going to help you build your brand. Tonya says there is a big difference between building a brand and promoting a brand.
What makes you unique in your space? What does it mean to your customers?
Tonya talks about taglines and stories and how she pulls out the important character traits and experiences to highlight as well as loop that back to why the customers should care.
Michael says you do have to differentiate yourself and he clarifies that you can do that even if you are just getting started.
Jeff asks Michael and Tonya how they guide agents into their shining star points.
‘What would you like to be known for?’ is one of questions Tonya asks clients to get them thinking about how they will build their brand.
What is the meaning behind finding how to be seen differently, changing your presentation? Michael shares some personal experiences and stories about niche and reputation.
What about the agent who doesn’t have the experience and connections?
Jeff and Michael discuss limiting beliefs. Limiting beliefs are the number one distraction from getting to where you want to go. Michael shares how he personally overcame his limiting beliefs.
You have life experiences that are relatable to others as well as different education. People do business with you because of what you express in your story and brand.
Tonya shares an example of a brand they have developed that doesn’t really have anything to do with their experience level or what they have done in the past.
How do you brand without boxing yourself in? Brandface recently did an episode on Social Genius by Drunk on Social - make sure to check it out!
“It is not even about virality anymore, it is about dialing in”, says Jeff. Michael and Tonya agree and share their advice.
Michael loves the podcast space but he says it is not about millions of listeners. The focus is on community.
You can make just as much money with a small sphere of influence…Michael explains how.
Tonya discusses the shift from mass media to “me media” and how Social Media has evolved too.
Michael talks about the importance of network and a story with a client who had a community of 130 people across the nation that generated 15 million dollars in sales, half of her total sales.
How are you monetizing your influence no matter what the size? Michael and Tonya share ideas to strategize.
Jeff talks about the importance of podcasting and connection. Tonya and Michael weigh in with their opinions.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)
https://brandfacestar.com/

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On this episode of the Lab Coat Agents Podcast, host Jeff talks with Joe Khoei, who runs a company that are Google ads PPC specialists. Did you know that the big players in real estate dominate the google searches? The good news is that there is still opportunity for you as well. Tune in.

Episode Highlights:

What do you do if you’re sick and tired of the Zillows of the world and want to build leads and sources through Google?
Joe Khoei introduces himself. He studied Engineering and then he saw that sales people were having all the fun and making all of the money.
In 2010, Joe started Sales X. He figured out how to do websites and SEO. A couple of years in they started to scale the business. Multiple times they have won the award of Best Agency in US Search awards.
What are the challenges of buying leads from the big fish with deep pockets like Zillow or Redfin?
Joe explains how people are used to getting information they want; They don’t want to give their contact for it first. He explained how they worked and reworked their process around that psychology.
What keywords are getting the most searches every month? What is the competition involved with them?
How does retargeting through Google ads work? Joe explains the different types and how they work.
What about Google and Youtube?
How does remarketing work with PPC - Pay per click? Joe says the power of remarketing is that you’re actually marketing to those who are actually looking for your service in your area.
“As agents, many are trained to do things a certain way and it is becoming prehistoric”, says Jeff. He asks Joe to talk about how to provide value for free.
Joe talks about the factors of influence and how your cost comes down per person over time.
Jasper is a service with templates for AI and copywriting.
Have you heard of Google grants?
For someone who wants to get started in Google advertising, Joe has advice.
Joe has a helpful source, “How to pick a really great entry level agency” at : https://www.salesx.com/labcoatagents
What is your web presence and how should an agency bring value to that?

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)

https://www.salesx.com/

https://www.salesx.com/labcoatagents

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On this episode of the Lab Coat Agents Podcast, is an inspiring story of someone who has overcome so much. Randi Brandt joins the show today to share how circumstances could have taken her life or left her in a wheelchair but she has come through that and is thriving in her real estate business. Don’t miss it!

Episode Highlights:

Randi Brandt introduces herself. She started out at Michigan State in Elementary Education and planned to work with kids but changed her mind after her internship and ended up with a hospitality business degree.
Randi got a job in Keystone, Colorado with Vail Resorts which was the first time she had left Michigan and also took place during the 2008-2009 era.
In 2013, she was ready to come home and opened an event planning business for a few years and she looked into investing in real estate. She ended up selling her business and got her real estate license.
A little over a year into the business, she turned 32 and found herself in the back of an ambulance. Upon arriving at the hospital she was told that she was in liver and kidney failure, her body was shutting down.
There was a time when the doctors told her dad they were not sure if they could get her back. They had her do a round of dialysis and among other procedures, a spinal tap.
Randi realized she couldn’t see as well and they decided to order another MRI. Next thing she knew she was going to the ICU. They found she had a subdural hematoma, a brain bleed.
She didn’t end up needing a brain surgery thankfully but once they got her out of the ICU they needed to do more tests to determine what has caused everything. They removed two nerves from other places in the body to send for more tests.
At one point, she ended up having a stroke and lost all feeling from her waist down. Her internal organs were getting better but her body was failing her. Around day 40, she was told her body was stable but that her legs would never work again and they would prepare her to go home with a wheelchair.
She had to continue running her business and kept in contact with clients until she went into the ICU.
Randi could not comprehend how she was in that situation as she had always been active in dance, volleyball, etc.
The nurses ended up putting her on suicide watch. It took her about 3 days to pull herself together. She prayed and really wanted more and the ability to help others.
A physical therapist had her in an apparatus to stare at her legs in a mirror. They saw small movement in her legs and she then started doing 4 hours a day. Her nervous system was re-training. She couldn’t choose to move her legs at first they just did.
On day 60, Randi was released from the hospital. Her driver’s license had been taken away because of her stroke and loss of feeling disclosed by her doctor.
She was released on a Sunday and back in her office on Monday. She went through a long process of recovery and had to do her business in Ubers because she couldn’t drive until she regained strength.
Jeff asked Randi how she was able to keep focused on her business through all of her obstacles.
Randi talks about how she had to work through mindsets and limiting beliefs.
Jeff asks Randi how she would advise people to get through mentally.
You have to set your limits and claim who you are and what you’re going to do.
Randi talks about expectations and being open with her clients.
Jeff brings up the shift in the real estate market that we are now seeing and many are seeing the massive struggle in their way. Randi gives advice.
You have to know your data and be the professional who knows what is going on.
Jeff asks Randi what tactical things she is doing in her business or planning to do to continue to thrive for this downturn in real estate.
What about the “36-touch” for a client base?
Jeff and Randi talk about using Social Media and video strategies.
Randi shares her cadence.
Where can you add intentionality with Social?

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)

Randi Brandt 810-923-0245

https://www.facebook.com/profile.php?id=2316504

https://www.instagram.com/randi.brandt/?hl=en

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On this episode of the Lab Coat Agents Podcast, Karina Pacific joins host Jeff Pfittzer to share how she has overcome so many things from her past and how she is applying them today. She talks about mistakes that she made as a new real estate agent, how she uses networking and things that she loves to grow her business, and how we treat leases because they can turn into millions of dollars in due time. Tune in now!

Episode Highlights:

Karina introduces herself. She was born and raised in Mexico in a little beach town. HSe now lives and does real estate in Manhattan Beach.
In 1985, Karina came to America by a miracle of God, and was raised pretty much parentless because she had a single mother who was working all of the time.
Karina experienced abuse, neglect, and many hardships. All of the lacks have strengthened her to who she is now.
Curiosity and faith saved Karina. She is intuitively a positive person.
Jeff talks about how it is easy to find trouble and easy to give up when you come from a hard upbringing and past. Are you just dealt a bad hand?
Jeff asks Karina to give advice to real estate agents who are tempted to give up in these times that are harder.
Hard times help define people but human nature likes what is comfortable. How do you break out of the mediocre?
Jeff asks Karina to share her plan for the next 12 months with the challenging changes in the economy. She discusses her company's business plan and pillars.
How do you make it with raising interest rates, low inventory, and recessionary times?
Karina talks about how the charitable part of her business loops back to sales.
Karina shares stories of mistakes that she has made to help other agents. She also talks about strengths and weaknesses and interviewing teams.
What do your habits say about what kind of professional you are?
It took Karina ten years to really find her home in real estate. She was not afraid of moving around and she suggests, “You have to find your people.”

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)

https://karinapacific.com/

https://www.instagram.com/karinapacifichomes/?hl=en

Karina Pacific - 310-529-4292

https://www.instagram.com/karinapacifichomes/?hl=en

View Details

How To Trigger Emotional Drivers In Prospects In Order To Capture More Sales- With Jeremy Miner- EP 192

On this episode of the Lab Coat Agents Podcast, learn what it means to be a problem finder and therefore a problem solver rather than a product pusher. So many in the sales and real estate industry rush to Social Media to tell everybody what we do, to ask for the referrals, to ask for business…when in reality you should be going about it a completely different way. Jeremy Miner, a chairman of Seventh Level, a global Sales Training company, joins Jeff on the show today to discuss strategies based on psychology that lead to consumer interest, engagement, sales, and incredible success. Don’t miss it!

Episode Highlights:

Jeremy was in the top 5,000 on Inc. Magazine’s list of the fastest growing companies in 2021. He has been recognized by The Direct Selling Association as the 45th highest earning producer out of more than 100 million sales people.
Closers Are Losers is Jeremy’s Podcast and he has a new book, “Selling To An Unsellable Generation”.
Jeremy majored in Behavioral Science and Psychology in college and the way that he saw people selling did not make any sense.
How do you learn to get your prospects to pull you in rather than just push and push for sales?
Jeff asks Jeremy what led him into studying Behavioral Science and Psychology? Jeremy shares that he actually dropped out his senior year, 13 credits shy of graduating and why.
People are wired to do things consciously and subconsciously; Understanding those things makes selling easier as you can also pinpoint triggers in consumer behavior.
How you are perceived by your prospects is what matters. Jeremy explains where he sees a lack of understanding in the motivation of consumers among the groups of professionals they train. Real estate agents specifically do not find out the important details enough.
Can you come up with 2-3 generic problems that most people you associate with have and then have solutions?
Education is great but it may not stick in people's brains, Jermey explains why.
Why do people get frustrated when they are selling their house?
How do you keep the explanation short of how what you do is helpful to other people? If it is too long it becomes a sales pitch again.
Jeremy asks Jeff to identify top problems for buyers and sellers in the market currently that many could relate to.
How do you automatically attract prospects and differentiate yourself?
Jermey explains how when you speak the same as all the other sales people your prospects have heard you trigger them to shut down.
There are right questions to ask with the right tone. What is it like? Jeremy says that prospects pick up on social cues in 7-12 seconds.
Social cues are so important, they have a very primitive root but they still apply today because people get tired of it and have built walls of resistance.
Jeremy educates about neuro emotional persuasion questions that disarm the guards of prospects. You have to learn to come across detached from the sales outcome.
Why not prevent objections? Jeremy says you can point out objections right away and then make a connecting question.
Jeff asks Jeremy how he would carry on an open house conversation with objection. You have to slow down your cadence to cause deeper thinking.
How do you build the gap from where customers are to where they want to be?
How would Jeremy apply his strategies going up against other agents at a listing?
When you understand the emotional side of a buyer or seller they will view you as the expert.
How does this psychology apply to Social Media postings?
Jeremy goes through some call scenarios and how to neutralize conversations.
People buy based on who they think can get them the best result. If they like you that is great but they have to really know and trust you.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)

Jeremy Miner:

http://salesrevolution.pro/

Books-Jeremy Miner

View Details

How To Trigger Emotional Drivers In Prospects In Order To Capture More Sales- With Jeremy Miner- EP 192

Episode Highlights:

Jeremy was in the top 5,000 on Inc. Magazine’s list of the fastest growing companies in 2021. He has been recognized by The Direct Selling Association as the 45th highest earning producer out of more than 100 million sales people.
Closers Are Losers is Jeremy’s Podcast and he has a new book, “Selling To An Unsellable Generation”.
Jeremy majored in Behavioral Science and Psychology in college and the way that he saw people selling did not make any sense.
How do you learn to get your prospects to pull you in rather than just push and push for sales?
Jeff asks Jeremy what led him into studying Behavioral Science and Psychology? Jeremy shares that he actually dropped out his senior year, 13 credits shy of graduating and why.
People are wired to do things consciously and subconsciously; Understanding those things makes selling easier as you can also pinpoint triggers in consumer behavior.
How you are perceived by your prospects is what matters. Jeremy explains where he sees a lack of understanding in the motivation of consumers among the groups of professionals they train. Real estate agents specifically do not find out the important details enough.
Can you come up with 2-3 generic problems that most people you associate with have and then have solutions?
Education is great but it may not stick in people's brains, Jermey explains why.
Why do people get frustrated when they are selling their house?
How do you keep the explanation short of how what you do is helpful to other people? If it is too long it becomes a sales pitch again.
Jeremy asks Jeff to identify top problems for buyers and sellers in the market currently that many could relate to.
How do you automatically attract prospects and differentiate yourself?
Jermey explains how when you speak the same as all the other sales people your prospects have heard you trigger them to shut down.
There are right questions to ask with the right tone. What is it like? Jeremy says that prospects pick up on social cues in 7-12 seconds.
Social cues are so important, they have a very primitive root but they still apply today because people get tired of it and have built walls of resistance.
Jeremy educates about neuro emotional persuasion questions that disarm the guards of prospects. You have to learn to come across detached from the sales outcome.
Why not prevent objections? Jeremy says you can point out objections right away and then make a connecting question.
Jeff asks Jeremy how he would carry on an open house conversation with objection. You have to slow down your cadence to cause deeper thinking.
How do you build the gap from where customers are to where they want to be?
How would Jeremy apply his strategies going up against other agents at a listing?
When you understand the emotional side of a buyer or seller they will view you as the expert.
How does this psychology apply to Social Media postings?
Jeremy goes through some call scenarios and how to neutralize conversations.
People buy based on who they think can get them the best result. If they like you that is great but they have to really know and trust you.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)

Jeremy Miner:

http://salesrevolution.pro/

Books-Jeremy Miner

View Details

On today's episode, Jeff talks to Garrett Maroon, owner of Maroon Group Real Estate and host of the Serving Not Selling Podcast. He shares how he built a referral business that generates over 100 transactions per year. Garrett's system is easy to implement, requires little money, and no cold calls yet generates consistent business no matter what the rest of the market is doing. Tune in and follow his lead to build a solid referral business in your market.

Episode Highlights:

Garrett shares how initially he was against the idea of joining real-estate but then after months of exploring this field he said yes to it.
Garrett's encouragement to agents is one of his favorite quotes from Charles Kettering is the only time you can't afford to fail is the last time you try.
The world is different, people interact differently. Garrett explains why it is important to understand and adapt.
Garrett explains how he shifted that mindset of becoming a real estate agent versus a friend.
Garrett talks about the research he did on consumer psychology.
Garrett talks about the importance of building relationships even though they may not be a potential client.
If you are an agent who struggles to talk about your business, you probably should say it more often and if you are an agent who has no problem talking about yourself and your business, you probably should say it less.
Consistency is everything. It's not about perfection, about consistency. “You can have the perfect post. But it doesn't matter if you're not going to follow it up with a bunch of other posts,” says Jeff.
For his clients, every quarter Garrett has the same rhythm of personal touches. He shares the cadence of the quarters.
You just have to think about how you can actually consistently care for people. That is how you win in the real estate industry.
Garrett talks about the future generation, the millennials and how they are reluctant to answer their phones. He shares how you can get a better hold of them.
Garrett explains how he has a systemic approach towards building relationships.
The old school people teach agents to abuse their various vendors, which as per Garrett is not the right way to do it.

3 Key Points:

Garrett talks about his database of clients, how he started with just 40 people and how he was able to organically grow it.
Garrett shares sales pitches and how he indirectly approaches people and lets them know that he is a real-estate agent.
If you have the old school mindset, you need to change it again. You are going to get left behind. It's just not going to work, says Jeff.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)

Garrett Maroon:

text 804-878-2200

https://www.businessbyrelationships.com/

https://servingnotselling.buzzsprout.com/

View Details

Episode Highlights:

Garrett shares how initially he was against the idea of joining real-estate but then after months of exploring this field he said yes to it.
Garrett's encouragement to agents is one of his favorite quotes from Charles Kettering is the only time you can't afford to fail is the last time you try.
The world is different, people interact differently. Garrett explains why it is important to understand and adapt.
Garrett explains how he shifted that mindset of becoming a real estate agent versus a friend.
Garrett talks about the research he did on consumer psychology.
Garrett talks about the importance of building relationships even though they may not be a potential client.
If you are an agent who struggles to talk about your business, you probably should say it more often and if you are an agent who has no problem talking about yourself and your business, you probably should say it less.
Consistency is everything. It's not about perfection, about consistency. “You can have the perfect post. But it doesn't matter if you're not going to follow it up with a bunch of other posts,” says Jeff.
For his clients, every quarter Garrett has the same rhythm of personal touches. He shares the cadence of the quarters.
You just have to think about how you can actually consistently care for people. That is how you win in the real estate industry.
Garrett talks about the future generation, the millennials and how they are reluctant to answer their phones. He shares how you can get a better hold of them.
Garrett explains how he has a systemic approach towards building relationships.
The old school people teach agents to abuse their various vendors, which as per Garrett is not the right way to do it.

3 Key Points:

Garrett talks about his database of clients, how he started with just 40 people and how he was able to organically grow it.
Garrett shares sales pitches and how he indirectly approaches people and lets them know that he is a real-estate agent.
If you have the old school mindset, you need to change it again. You are going to get left behind. It's just not going to work, says Jeff.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)

Garrett Maroon:

text 804-878-2200

https://www.businessbyrelationships.com/

https://servingnotselling.buzzsprout.com/

View Details

Today on the Lab Coat Agents Podcast, host Jeff Pfitzer is joined by Paige Dungan who is a Public Relations Specialist and Co-Founder of The Sisu Agency. She shares how local media is always looking for experts they can feature when business topics become relevant for their audience and she gives great advice on who to contact and how to add value so you become the go-to local expert on real estate. Tune in to get all the best advice!

How Public Relations Can Benefit Real Estate Agents-with Paige Dungan- EP 190

Episode Highlights:

Jeff introduces Paige Dungan who used to run Success Magazine.
Paige Dungan shares where she started out in college and her entrepreneurial desires.
Paige jumped into the first PR hire for Dickey’s Barbecue when they started to franchise. That experience taught her so many lessons that she needed and showed her that she really wanted to do PR for her career.
As a marketing manager, Paige took an entirely different role with Success Magazine. She could see the relational piece missing. Nobody wanted to ask the big names to get more involved.
PR is connecting, especially connecting those who don’t have the confidence to ask and the time and heart to do it.
Paige shares how Tristan helped her think well about her naivety going into entrepreneurship for the second time after her first failed attempt.
There is a success mindset that you have to find
Jeff talks about his experience meeting Tristan and how what some people may think is annoying was actually so needed and led to them becoming business partners. Sometimes you just have to keep trying until you’re told not to.
Jeff asks Paige to talk about overcoming struggle. For her, it was a two and a half year process postpartum. She talks about what it was like to deliver a child at the very beginning of COVID in all the uncertainty.
Paige explains what it was like to go from being a high performer to not being able to get out of bed and how hard it was to not show up as a wife, mom, sister, daughter, etc.
Jeff mentions how relatable the topic is and asks Paige to give advice to those who are going through something similar or may go through in the future.
Society minimizes the time it should take for us to process and go through things but the reality is life doesn’t work that way.
Jeff talks about the pros and cons of compartmentalization in both personal life and business.
Oftentimes people don’t immediately recognize something wrong with them because so many are just moving one hundred miles per hour or they try to get busier to distract themselves which just temporarily masks the pain but does not lead to long term improvement or recovery.
In PR there are so many emotions, relationships, and nuances. Jeff asks Paige to talk about the difference in the PR that is costly and the free options. Why do real estate agents need PR?
How can you be seen as the authority with value in your community as a real estate agent?
“If anyone DMs you to pay for PR, do not do it”, says Paige.
Journalists look for content and knowledge, what can you provide?
How do you find reporters? Paige shares the tips and tricks.
Paige explains the roles of those who work for TV shows and news outlets and who it is you need to get in touch with.
Paige shares how real estate agents can be great at their own PR.

3 Key Points:

There are many challenges and rewards with entrepreneurial endeavors. Paige talks through the limiting factors that hold many people back and how she has personally overcome them.
Many people especially in recent times have gone through a lot of hardship and mental health is a very real topic to approach head on. Paige explains the importance and how to get through recovery. The more that you can rationalize what will happen with your outcome, the more sanity you will experience.
Paige discusses the difference between PR and marketing. PR is your story, your connection, your ability to be set apart, and to be seen as the authority with value.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)

Paige Dungan:

paige@thesisuagency.com
https://www.linkedin.com/in/paigedungan/
https://www.instagram.com/paigeofpositivity/

View Details

This week on the Lab Coat Agents Podcast, you have the privilege of hearing an interview from The Social Genius virtual event. Atlanta, Georgia real estate agent, now TikTok star, Glennda Blaker is the guest; She started creating TikTok videos in October 2020; With 18 months, she created over 391 videos and gained over 560,000 followers. Tune in to hear how she creates and batches content while consistently building a brand and how that brand actually generates real estate sales.

Episode Highlights:

Glennda introduces herself and shares how long she has been in the business and what led up to her now crushing it on Social Media.
Tristan asks Glenda about structure and how many videos it took for her to catch on to a rhythm.
What about lighting and video? Tristan asks Glennda to explain what kind of agenda that she goes by creating the videos.
Glennda explains what her audience is biting into and how her videographer, Denver helps her recreate stories.
Jeff points out a consistency with Glennda: that she wears stars and he asks her to talk about it. Where did it start and why did it stick?
What does strategy across all platforms look like?
What about ROI? Jeff asks Glennda to quantify what she is doing.
Advertising yourself looks way differently today than it does in the past. Glennda shares some specific examples of how her Social Media turns into business.
Looking to start video? Glennda has specific encouragement for you.
Credibility is built in being relatable.
Jeff asks how Glennda filters the bad clients and haters. She shares some TikTok battles she has had with people.
What features are available to respond to comments?
What are winning habits and hashtags?
Tristan asks Glennda, “What’s next or what are her desires to accomplish next on Social?”
Do you understand the exponential reach that you have?
Jeff asks Glennda to share her take on copy-catting.
How does Glennda do batching of content and how much does it equate to?
Glennda shares a funny video about editing.
How do you still have time to do real estate along with creating video content?
Jeff asks Glennda to share her stats.
Glennda talks about data on her posts and how she sorts what is working.
Tristan asks what Glennda’s real estate structure is.
What is Glennda’s gifting program?

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)

Glennda:

https://www.glennda.net/

https://www.tiktok.com/@glenndabaker?lang=en

https://www.instagram.com/glenndabaker/

View Details

On today's episode, Jeff is going to talk to Jonathan Spears, founder of The Spears Group from the panhandle of Florida. Today they are going to discuss some of the basics and some of the things that helped Jonathan to get to where he is today; From foreclosures to luxury real estate, Jonathan focused on the top parts of the market that were transacting and he was knowledgeable about them. Real estate is not easy and it's not going to get easier anytime soon, so listen to Jonathan’s advice on how to prospect. Tune in.

Episode Highlights:

At the Spears Group, Jonathan and his team serve second, third, and fourth homeowners, investor profiles and they are very fortunate to be along a white sand beach, emerald, green waters that serve such a wonderful community in the South.
When we all think of the word recession, we go back to 2007, 2008, 2009 but for us, it really was 2010 when we had the BP oil spill that really threatened the quality of the beaches and Jonathan is a true product of recession.
Having to figure out how to collaborate with people that were not of Jonathan's age or even collaborating with those that were close to his age but had major age gaps; that helped to set up for a lot of success in real estate for Jonathan.
Jonathan always tells his agents to stay obsessed with the hot seat and stay sharp. Because when you are sharp and you have market knowledge, it doesn't matter how you look.
Online real estate websites or technology tell you what's transacted and what the price point is, but they don't tell you who the people are and why they transacted.
It is fundamental to all the agents to focus on is why are things transacting in the market that you are serving, says Jonathan.
Direct mail is very valuable in our market because our clients aren't in our market. So, we are trying to engage them back home in their market, whether it's through direct mail or social media or through other ad campaigns, says Jonathan.
It gets under Jeff's skin when he sees an agent tossing and turning in the wind. Because just a little bit of focus and a little bit of daily discipline can be the difference between providing for your family at a high level and not.
When you are struggling you feel like you have to cast that wider net, but you are actually doing a disservice to your business. When you do so and niching down and going deep on just a local community and become the digital celebrity, like the authority in the community that lifts it up rather than having to talk about real estate. This is more of a social strategy.
As a real-estate agent it is important to realize that you have a routine and because you don't track it, you don't know it. So, if you are the CEO of your business and you are not tracking what you are doing, how do you actually know what is going on in your business?
As per Jonathan's business model, he wants to create more of a level field for agents. He wants an agent's business to be more predictable.
Sales is a numbers game; How many phone calls does it take to equate to a real appointment? Jonathan' would say his sales pitch to you is to be the CEO of your business.
The best piece of advice Jonathan would give to a beginner is whether you are in the mortgage industry, the real estate industry or any other industry, snuggle up next to whoever you idolize. Whoever is doing the most in your market, whoever will give you the time of day and learn from them.
When it comes to value proposition you can look at it through two ends of the spectrum as a new agent. The value proposition you could have to a customer is you know being at a great brand or brokerage that provides a certain marketing outlet. But at another end of the spectrum, where you are a successful agent on a micro basis when you prospect the value proposition that you provide needs to be in direct correlation with the value output that your customer wants to get.
Know your audience and figure out what's important to them, says Jonathan.
The ability to understand the whys and the market is not widely known. There is no strategy.
One challenge for all agents is to listen whether you are a leader or you are an agent; dial in and try to figure out what your true value props are that are actually different, says Jonathan.
Rewire and direct mail could be super effective. For Jonathan in a second home market, his customer base isn't always there and so ways to get in front of them is through direct mail.
The way that we approach direct mail is kind of a litany of things. It could be a mixture of handwritten notes, direct mail, postcards, says Jonathan.
Pick 200 addresses and farm them constantly. When you start seeing response from customers is when they start seeing a repetitive value proposition from you.
For Jonathan it takes 6 postcards to one area before he ever gets a single call. 6 valuable direct mail pieces whether that's handwritten notes, postcards, brochures, 6 pieces before Jonathan and his team ever get a response and that's typically like one or two responses.
As per Jonathan, you have to be consistent in social media. It is going to take time but imagine popping off and it happens very regularly now, and you can go into a listing appointment or put on a marketing piece that you have the capability of getting hundreds of thousands of eyeballs on your property.
There is constant consumption of knowledge. We are constantly listening to podcasts or reading books, reading news articles, or scrolling social media to try to find more information. Be disciplined to apply the knowledge that you get to your business. It's your life you consume over and over and over and over.

3 Key Points:

Only distressed properties were transacted at the time when Jonathan came out of school and started into real estate, and it really exposed him to pricing properties for banks or lenders or sometimes private equity groups.
For a lot of us as humans, a routine is incredibly important and that is something that Jonathan mentioned that he has customized, and the approach has worked for him.
As a real-estate agent knowledge of the market is probably the most important thing for an agent to focus on; it is their biggest value proposition, says Jonathan.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)

Jonathan Spears:

https://spearsgroupfl.com/agent/jonathan-spears

https://www.instagram.com/jonathanmspears/?hl=en

View Details

Episode Highlights:

At the Spears Group, Jonathan and his team serve second, third, and fourth homeowners, investor profiles and they are very fortunate to be along a white sand beach, emerald, green waters that serve such a wonderful community in the South.
When we all think of the word recession, we go back to 2007, 2008, 2009 but for us, it really was 2010 when we had the BP oil spill that really threatened the quality of the beaches and Jonathan is a true product of recession.
Having to figure out how to collaborate with people that were not of Jonathan's age or even collaborating with those that were close to his age but had major age gaps; that helped to set up for a lot of success in real estate for Jonathan.
Jonathan always tells his agents to stay obsessed with the hot seat and stay sharp. Because when you are sharp and you have market knowledge, it doesn't matter how you look.
Online real estate websites or technology tell you what's transacted and what the price point is, but they don't tell you who the people are and why they transacted.
It is fundamental to all the agents to focus on is why are things transacting in the market that you are serving, says Jonathan.
Direct mail is very valuable in our market because our clients aren't in our market. So, we are trying to engage them back home in their market, whether it's through direct mail or social media or through other ad campaigns, says Jonathan.
It gets under Jeff's skin when he sees an agent tossing and turning in the wind. Because just a little bit of focus and a little bit of daily discipline can be the difference between providing for your family at a high level and not.
When you are struggling you feel like you have to cast that wider net, but you are actually doing a disservice to your business. When you do so and niching down and going deep on just a local community and become the digital celebrity, like the authority in the community that lifts it up rather than having to talk about real estate. This is more of a social strategy.
As a real-estate agent it is important to realize that you have a routine and because you don't track it, you don't know it. So, if you are the CEO of your business and you are not tracking what you are doing, how do you actually know what is going on in your business?
As per Jonathan's business model, he wants to create more of a level field for agents. He wants an agent's business to be more predictable.
Sales is a numbers game; How many phone calls does it take to equate to a real appointment? Jonathan' would say his sales pitch to you is to be the CEO of your business.
The best piece of advice Jonathan would give to a beginner is whether you are in the mortgage industry, the real estate industry or any other industry, snuggle up next to whoever you idolize. Whoever is doing the most in your market, whoever will give you the time of day and learn from them.
When it comes to value proposition you can look at it through two ends of the spectrum as a new agent. The value proposition you could have to a customer is you know being at a great brand or brokerage that provides a certain marketing outlet. But at another end of the spectrum, where you are a successful agent on a micro basis when you prospect the value proposition that you provide needs to be in direct correlation with the value output that your customer wants to get.
Know your audience and figure out what's important to them, says Jonathan.
The ability to understand the whys and the market is not widely known. There is no strategy.
One challenge for all agents is to listen whether you are a leader or you are an agent; dial in and try to figure out what your true value props are that are actually different, says Jonathan.
Rewire and direct mail could be super effective. For Jonathan in a second home market, his customer base isn't always there and so ways to get in front of them is through direct mail.
The way that we approach direct mail is kind of a litany of things. It could be a mixture of handwritten notes, direct mail, postcards, says Jonathan.
Pick 200 addresses and farm them constantly. When you start seeing response from customers is when they start seeing a repetitive value proposition from you.
For Jonathan it takes 6 postcards to one area before he ever gets a single call. 6 valuable direct mail pieces whether that's handwritten notes, postcards, brochures, 6 pieces before Jonathan and his team ever get a response and that's typically like one or two responses.
As per Jonathan, you have to be consistent in social media. It is going to take time but imagine popping off and it happens very regularly now, and you can go into a listing appointment or put on a marketing piece that you have the capability of getting hundreds of thousands of eyeballs on your property.
There is constant consumption of knowledge. We are constantly listening to podcasts or reading books, reading news articles, or scrolling social media to try to find more information. Be disciplined to apply the knowledge that you get to your business. It's your life you consume over and over and over and over.

3 Key Points:

Only distressed properties were transacted at the time when Jonathan came out of school and started into real estate, and it really exposed him to pricing properties for banks or lenders or sometimes private equity groups.
For a lot of us as humans, a routine is incredibly important and that is something that Jonathan mentioned that he has customized, and the approach has worked for him.
As a real-estate agent knowledge of the market is probably the most important thing for an agent to focus on; it is their biggest value proposition, says Jonathan.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)

Jonathan Spears:

https://spearsgroupfl.com/agent/jonathan-spears

https://www.instagram.com/jonathanmspears/?hl=en

View Details

Today on the Lab Coat Agents Podcast, Jeff interviews the author of best selling books, 1 Million Followers and Hook Point, Brendan Kane on how to find, engage, and grow your social media audience. He has helped people like Taylor Swift, Katie Perry, and Rihanna. You don’t want to miss this!

Episode Highlights:

What is the amount of time that you have to hook someone into your content?
Brendan shares the mistakes content creators make in trying to hook their audience.
Where are brands failing when it comes to social media? Where do adjustments need to be made?
There is a real physics to delivering a message. Brendan shares his Hook Point Formula. The days of click bait are really over...you have to earn and maintain the attention to stop the scroll.
What is the actual blueprint to a successful hook point and therefore successful marketing?
Most brands are connecting with less than 30% of their target audience. Why?
Most brands are connecting with less than 30% of their target audience. Why?
Communication = Math. There are 6 main ways that audiences interact with the world and process content.
Jeff asks Brendan, “How do you best lead into videos in a way that attracts attention?”
Influencers connect on a one to one basis and feel like friends. The best content creators make it an active experience.
Brendan gives examples of verbal and non-verbal attention grabbing techniques.
Tristan points out how the media, like the news, grabs attention. Brendan weighs in about sustainability and trust issues.
What are some things that entrepreneurs should be paying attention to when they are looking to grow their influence on social media?
Brendan outlines The “Common Sense” Model for brands and why it doesn’t work. He then outlines his Predictive Viral Content Model that merges creative with scientific Methodology and why it does work.
Where do you start with the behind the scenes research that is needed to be successful?
As an example for real estate agents, what would it look like for them to “stop the Scroll”? Brendan explains how to make your content digestible for the general audience and how the algorithm prioritizes content.

Resources Mentioned:

https://hookpoint.com Lab Coat Agents Facebook Group: https://www.facebook.com/groups/labcoatagents Lab Coat Agents Twitter: https://twitter.com/LabCoatAgents Lab Coat Agents Instagram: https://www.instagram.com/labcoatagents/

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Episode Highlights:

What is the amount of time that you have to hook someone into your content?
Brendan shares the mistakes content creators make in trying to hook their audience.
Where are brands failing when it comes to social media? Where do adjustments need to be made?
There is a real physics to delivering a message. Brendan shares his Hook Point Formula. The days of click bait are really over...you have to earn and maintain the attention to stop the scroll.
What is the actual blueprint to a successful hook point and therefore successful marketing?
Most brands are connecting with less than 30% of their target audience. Why?
Most brands are connecting with less than 30% of their target audience. Why?
Communication = Math. There are 6 main ways that audiences interact with the world and process content.
Jeff asks Brendan, “How do you best lead into videos in a way that attracts attention?”
Influencers connect on a one to one basis and feel like friends. The best content creators make it an active experience.
Brendan gives examples of verbal and non-verbal attention grabbing techniques.
Tristan points out how the media, like the news, grabs attention. Brendan weighs in about sustainability and trust issues.
What are some things that entrepreneurs should be paying attention to when they are looking to grow their influence on social media?
Brendan outlines The “Common Sense” Model for brands and why it doesn’t work. He then outlines his Predictive Viral Content Model that merges creative with scientific Methodology and why it does work.
Where do you start with the behind the scenes research that is needed to be successful?
As an example for real estate agents, what would it look like for them to “stop the Scroll”? Brendan explains how to make your content digestible for the general audience and how the algorithm prioritizes content.

Resources Mentioned:

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Can you imagine growing a TikTok channel to over 600,000 followers, you get 5 million likes, you wake up one day and you’ve been banned from TikTok. What do you do? Today on the podcast, Jeff talks to Austin Armstrong who grew a massive following on YouTube in 30 days.

Don’t miss it.

Episode Highlights:

Austin Armstrong has been on the podcast before talking about Google SEO and has evolved greatly since then. He is marketing and branding now too.
Austin has been doing Social Media and Digital Marketing for about 17 years starting back on MySpace.
Socialty Pro is a digital marketing agency that he started about 3.5 years ago.
SEO education was his first content focus when he started out on TikTok.
Austin saw the massive shift the TikTok was creating and realized he wanted to expand; Thankfully he is not one to put all his eggs in one basket because his TikTok account got deleted.
Austin shares how many followers he has on each Social Media platform with the same repurposing of videos.
Jeff asks Austin if he bought some followers and how he became so successful.
Instagram and YouTube are very difficult. Austin’s full time job is now to figure out the algorithm shifts, paying attention to the analytics, paying attention to what is working as well as what isn’t and doubling down on what is working.
Austin talks about where he started and how his funnel was functioning and how it evolved.
Do you understand what a back link is?
How do you expand interest in a content topic?
What if one of your accounts crashes? Are you prepared to handle that? Do you have preventative measures in place as well as a plan to recover? Jeff and Austin have great advice.
Austin says, “Hire a coach, invest in yourself.”
How does monetization vary?
Austin talks about videos with the same titles that have continued to bring success. They are all shorts. There is such a great opportunity!
Test out interest specific titles.
Every Social Media Platform is a search engine, people are just searching for information differently; Austin explains.
How is searching online changing?
Jeff talks about the 4 million views he has received in the last 60 days.
What about location based feed?
People love a sense of community. You have the opportunity to build a strategy on that.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)
Austin Armstrong Schedule A Call
TikTok - Austin Armstrong

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Don’t miss it.

Episode Highlights:

Austin Armstrong has been on the podcast before talking about Google SEO and has evolved greatly since then. He is marketing and branding now too.
Austin has been doing Social Media and Digital Marketing for about 17 years starting back on MySpace.
Socialty Pro is a digital marketing agency that he started about 3.5 years ago.
SEO education was his first content focus when he started out on TikTok.
Austin saw the massive shift the TikTok was creating and realized he wanted to expand; Thankfully he is not one to put all his eggs in one basket because his TikTok account got deleted.
Austin shares how many followers he has on each Social Media platform with the same repurposing of videos.
Jeff asks Austin if he bought some followers and how he became so successful.
Instagram and YouTube are very difficult. Austin’s full time job is now to figure out the algorithm shifts, paying attention to the analytics, paying attention to what is working as well as what isn’t and doubling down on what is working.
Austin talks about where he started and how his funnel was functioning and how it evolved.
Do you understand what a back link is?
How do you expand interest in a content topic?
What if one of your accounts crashes? Are you prepared to handle that? Do you have preventative measures in place as well as a plan to recover? Jeff and Austin have great advice.
Austin says, “Hire a coach, invest in yourself.”
How does monetization vary?
Austin talks about videos with the same titles that have continued to bring success. They are all shorts. There is such a great opportunity!
Test out interest specific titles.
Every Social Media Platform is a search engine, people are just searching for information differently; Austin explains.
How is searching online changing?
Jeff talks about the 4 million views he has received in the last 60 days.
What about location based feed?
People love a sense of community. You have the opportunity to build a strategy on that.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)
Austin Armstrong Schedule A Call
TikTok - Austin Armstrong

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On today's episode of the Lab Coat Agents Podcast, host Jeff talks with Paul Ross. Real estate agents, when you think about sales, do you think of yourself as a hypnotist? How often are you practicing or reading up on your neuro linguistic programming? Paul Ross has got some fascinating stories and is a master of all hypnotic and subconscious selling; Don’t miss out!

Episode Highlights:

Tom Cruise had played a character based on Paul Ross in the movie Magnolia.
In 1987 Paul Ross stumbled onto NLP: neuro linguistic programming; Essentially, it's a technology for modeling excellence.
Paul narrates how he created the whole subtle sales system, or the subconscious sales advantage, and how it grew from there. Paul mostly focuses on real estate and mortgage people.
Paul always teaches his students, whether it's sales or pick up or whatever it is, that the number one consideration you would have to have is - what state of mind do you want your prospect to be in?
Your clients or your prospects, inability to focus is your number one or number 2 biggest enemy to your sale, says Paul.
Paul talks about the importance of implementing radically different things. The first radically different thing is it takes a different perspective on what sales mean.
Words are powerful. Words have hypnotic effects. Words structured our consciousness. They shape our decisions, and they drive our behavior, says Paul.
For every exploration there must be a leader, for every leader there must be a student follower.
When you say something deliberately vague, the listener's unconscious mind will fill in the blank illustrations for every meaning and pick the one with the emotional context that fits .
Being different is kind of something that you will have to get used to in all facets of all business, because if you are not different nowadays, you are not going to stand out, says Jeff.
Lot of times the prospects don't know what their objections are. They just muddled and they don't want to appear stupid by saying, well, we don't understand, says Paul.
Prospects often don't really believe that they can't afford something. They don't believe that they can have something. They don't believe they deserve it or are capable of claiming it when you can expand their mind past all that, expand their consciousness to embrace new possibilities about what they can own, what they can enjoy, what they can explore. You are actually doing healing work.
Jeff says that through his podcast he has trained the audience because doing video for your business was different. Using social media for your business was different. Going on social media and being authentic is different because everybody just wants to follow the herd, which is delusion and everybody wants to follow their broker, which is old fashioned and those that have a differentiation mindset will say. It's not crazy, it's brilliant.
To improve your sales skills, you will have to start out with a basic knowledge first and foremost, you have to change your own belief system about what's possible. You have to look at your own beliefs around your deservingness, about your capability, about your possibility, and about your willingness. So that takes some personal transformation.
Paul has a free five-part series called Invisible Influence. You can get it for free. Text the word, "compel" and send it to 411321411321, if you are outside the United States, you can use WhatsApp and text the same word "compel" to 909.741.1321.

3 Key Points:

Paul explains how there is lack of focus in clients because they have too many options available to them.
As a real-estate agent the one most useful thing you can do is use pattern interrupts. Pattern interrupts are ways to take your prospects or clients' expected way of behaving or thinking or feeling, disrupting them and then turning their mind in a different direction.
Paul shares valuable tips for somebody who wants to improve their sales technique and want to go down this path to learn more, gain more experience with this and understand how they should be articulated in order to be more effective.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)
https://www.speakerpaulross.com/apply
https://www.linkedin.com/in/speakerpaulross/

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On today's episode, Jeff talks with Sarah Knaver and Victoria Velazquez who did over $100 million worth of sales in 2021; They are in the top 1% of agents in the country.Victoria and Sarah talk about their journey and experience in real-estate and when they decided to scale and hire team members. Tune in.

Episode Highlights:

Real estate had always been in Victoria's sphere in different ways, and she always had kind of thought about doing it. She always felt like it was a career where you really got rewarded for the effort you put into it, which was very appealing to her.
Victoria and Sarah talk about their career journey and how they got into real-estate.
Victoria Velazquez was an undergrad at USC where she earned a bachelor's in public policy, planning, and development with an emphasis in real estate finance.
Sarah obtained her real estate license in her senior year of college while pursuing a liberal arts degree at Pepperdine University.
If you are interviewing somebody that has a team, Sarah always recommends interviewing somebody that is new on the team and somebody who is more of a veteran on the team so that you can get a sense of how their growth has been.
Sarah has heard from several different new members on teams or assistance to people that one of their biggest challenges with whoever they just started working for in real estate was that person was now no longer in the office and they had no sense of direction as to what to do.
It is important for people to understand that if you want to be a successful real estate agent, you can be an introvert, but you can have a disadvantage to extroverts, says Jeff.
Victoria didn't have a ton of clients, so she thought about anything and everything to execute for these clients. She would go above and beyond in the beginning.
Sarah had always assumed that her clients were super busy. They don't have time, and they don't have knowledge. She always thinks of ways to make the deal perfectly easy and clear for them so that they understand pros and cons and can make a decision along the way.
Mostly Victoria and Sarah have their own listings that they say are open, but they do work with other people also.
If you got into the real estate business and you want your weekends off, you got into the wrong business, says Jeff.
“When we are sitting with people at an open house, we try to have something to do that is productive, but also not so important that you are then not being in touch with people that you plan,” says Sarah.
Finding someone good is the hardest thing, but when you find great people who are just such a good culture fan with great energy can really make a huge difference and can be net positive for the business, says Sarah.
Speaking with clients and negotiating with other agents and visiting sites are probably the only three things that really, we should be doing and need to be focusing our efforts and time, says Sarah.
People get into this business being like I have no schedule; I have nothing planned but we are the opposite of that. We want things to be structured, says Sarah.

3 Key Points:

Victoria and Sarah talk about the differentiating factor that might be overarching them from their competition.
What about open houses? How successful are they? Sarah and Victoria describe how they are different now than they were in the beginning.
Your career can look however you want it in real estate and that's what is also beautiful about this business. As per Victoria, anyone can do it.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)
https://www.instagram.com/victoriavelazquez/?hl=en
https://www.instagram.com/sarahknauer/?hl=en
https://thrivii.com/

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Today on the Lab Coat Agents Pocast, you are going to find out why you should not hit the breaks when it comes to LinkedIn. You don’t have to be a completely different person on this platform. What should you post on LinkedIn for engagement and traction? What is the power of visibility in a hashtag? You have to give what you want to get and everyone can win. If you wish you had been on Facebook 10 years ago, it’s going to be the same opportunity now with LinkedIn. “LinkedIn is here for your whole career.” Judi might surprise you on this one!

Episode Highlights:

Real Estate Agents and Business Owners aren’t using LinkedIn as much as they should. What do you post? How often? How is it different from everything else you’re used to on other platforms?
LinkedIn loves the personal journeys of career paths. Those types of stories should be shared!
Judi explains how the energy on LinkedIn has more of a together feeling than an individual.
What is the cadence to post on LinkedIn?
Judi shares surprising advice on how to get more traction and engagement.
There is some perception that we have to spend more time on LinkedIn. Be cautious of how you respond to the perception.
Should you be posting more about your business? Should you still be posting personal content?
You should build your LinkedIn profile to sell you. What kind of soft call to action can you use?
Do you have a personal hashtag? Why does it matter?
You don’t need to constantly post for more conversation if you already have it.
The profiles on LinkedIn have changed. If you haven’t been on in awhile, there are new features like creator mode and spotlight.
Jeff talks about the importance of personal hashtag and his exposure to it.
What does it look like to create a catalog, a news feed of your own content?
Should you use your website as your hashtag?
Judi shares your inspiration for starting her hashtag and her suggestions on finding your own.
What is the power in commenting?
Free account or pro?
What is the featured section? People will convert from there.
Relationships and networking matter long term on LinkedIn.
How do you start? How do you use your content and find your pattern?
Can you still benefit from Clubhouse from just a once a week pattern?

Resources Mentioned:

Judi Fox https://www.judifox.com/ https://www.linkedin.com/in/judiwfox/
Lab Coat Agents Facebook Group: https://www.facebook.com/groups/labcoatagents
Lab Coat Agents Twitter: https://twitter.com/LabCoatAgents
Lab Coat Agents Instagram: https://www.instagram.com/labcoatagents/
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)

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On today's episode, Jeff is going to talk to Ryan Rodenbeck. This has become a common topic in the real estate world- thriving in a shifting market. How in the hell are you going to not only thrive, but how are you going to be able to keep your head above water? How are you going to be able to survive as we continue to head into recessionary times as we head into the unknown. They are also going to talk about independent brokers.

Episode Highlights:

Ryan came into the real-estate business because he was an investor when he was 26-27 years old and tried to sell a property investment property.
Ryan considered himself as a good salesperson. So, he used the techniques that he had used in two properties and trained other agents to follow his approach with the leads.
Life happens and you are going to lose people. So, you always have to have a recruitment method and you have to stay focused on that or you will not grow, says Ryan.
Ryan takes a lot of agents that come from teams that want to do their own thing. Then a lot of teams are universal, but a lot of the teams don't really have a pay system or a guided system for Asians to do their own thing, but Ryan does.
If you have a team with 20 to 40 agents that are almost exclusively working on your leads that are very profitable.
Personally, Jeff hates leads and as a leader, he has just stayed away from that. Jeff looks for independent people who want to grow their own business. Jeff has built systems to help those people thrive.
Ryan doesn't have any ISA; they use Zillow flex. The biggest thing with Ryan and his company is their leadership infrastructure.
Ryan suggests that you don't have to invent your own technology when you can get the best in class from everyone else. The key is how you marry these technologies together.
When you are working with independent tech companies who service real estate, that is all that they do and they are really freaking good at it, says Jeff.
In his company Ryan has a culture committee that meets once every two months, that decides what kind of parties they are going to throw, what kind of charities they are going to represent that month.
If you are a top producing agent and you are trying to lead in, grow a company, it really doesn't work. You have to put a priority, says Ryan.
Post starting his business Ryan did a strategic planning, about four or five years ago, and his goal was in three years to grow to 100 agents at a time.
Jeff asks agents to hire good mentors because not only are they going to lift you up in the bad times, but they are also going to be that inspiration. They are going to guide you. They are going to use their experience to help you not make the same mistakes that they did. That's the key.
If you have a listing, you have to work for it, says Ryan.
Ryan says that as a real estate agent it is important how you are marketing your home. How were you talking to buyers? How are you setting expectations?
Number of things can happen at any point in Austin. It's going to drive demand like just two days ago Apple announced they are going to build 600,000 square feet of office, says Ryan. If you want to time the market, we have to have these talking points, this information in this data to be able to teach our agents how to handle unreasonable objections.
Ryan says as a real-estate agent make sure that you are watching and listening to other podcasts.
If you are incapable of generating your own leads to your spirit influence or through the raw force of nature's open house, then you need to join a brokerage or team that will provide it to you into those skills until those skills are earned or adapted, says Ryan.

3 Key Points:

Ryan talks about his journey and how in 2015, he became a top producing agent and decided to hire a team and become a real brokerage
Ryan and Jeff talk about culture, and they say that as a real estate agent that is something that you can have it whether you are in a big box, you ran into your small shop, it doesn't matter it's all kind of dependent upon the leadership and it's somewhat cliche.
Jeff explains why as a real estate agent you need to be working on dialing in your sales skills.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)
Street Text (sponsor)

Ryan Rodenbeck:

https://www.realtyhack.com/
https://www.spyglassrealty.com/
https://www.youtube.com/realtyhack

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On today's episode, Jeff is talking to Michael LaFido, a luxury specialist who has a platform where he teaches. He flies all over the country and speaks. What does it mean to think like a marketer? What limiting beliefs do you have that you need to let go of to move to the next level? Tune in now.

Episode Highlights:

Michael LaFido talks about his podcast, luxurylisting.
Jeff asks Michael to tell his story and how he got into the business and to where he is now.
He used to be a highschool P.E. teacher and football coach. He shares the unlikely way he got into part-time real estate and launched his speaking career. He started creating products to educate.
In 2016, Michael launched his luxury designation.
Jeff asks Michael to share about his career as a P.E. teacher.
How do you leverage a brand to help get you out of the gates?
How do you become a top producing agent while working another job? Michael shares his experience.
Micheal shares the lightbulb moment when he started to shift to luxury.
Mailers with obnoxious funny letters? Jeff and Michael discuss the ins and outs of his strategy and how others told him they were cheesy and wouldn't work.
When you grow your knowledge, you will grow your confidence.
Who are you hanging out with? Why does it matter and how does it influence you?
Jeff talks about how Michael’s journey debunks a lot of things agents think and say.
How does an agent who feels boring or like they don’t have a good story?
How do you continue to work on yourself?
Michael goes through some role-play scenarios and how he processes them.
Jeff asks how to reply to a listing agent who objects to someone else sharing their listing?
Michael shares a story about his intern and re-posting listings.
A few months ago, Tyler Hassman was on this podcast. He is a TikTok guide and hoes to listings and creates content; He has created a bigger business in one year than many have in 20; Check it out on Episode #165.
What is your story? How do you leverage it and how does it work within a team?
Michael talks about how they use Social Media platforms to attract more luxury.
How will people in the luxury market analyze you?
A lot of people think you have to look a certain away and play a certain part in luxury. Is it true?

3 Key Points:

How can agents think more like a marketer than a real estate agent? Michael explains the importance and how it led him to success.
There are many limiting beliefs that many agents or brokers think- you have to be with a certain brand, have to be license a certain amount of years , live a certain place, drive a nice car, etc. etc. How do you break the mindset?
Lean into your authenticity and grow your knowledge to grow your confidence. Michael advises this is much more important than the superficial things that agents get caught in.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)

Michael LaFido

https://marketingluxurygroup.com/
https://luxurylistingspecialist.com/
https://luxurylisting.podbean.com/
michael@marketingluxurygroup.com
https://www.youtube.com/c/Marketingluxurygroup

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Episode Highlights:

Michael LaFido talks about his podcast, luxurylisting.
Jeff asks Michael to tell his story and how he got into the business and to where he is now.
He used to be a highschool P.E. teacher and football coach. He shares the unlikely way he got into part-time real estate and launched his speaking career. He started creating products to educate.
In 2016, Michael launched his luxury designation.
Jeff asks Michael to share about his career as a P.E. teacher.
How do you leverage a brand to help get you out of the gates?
How do you become a top producing agent while working another job? Michael shares his experience.
Micheal shares the lightbulb moment when he started to shift to luxury.
Mailers with obnoxious funny letters? Jeff and Michael discuss the ins and outs of his strategy and how others told him they were cheesy and wouldn't work.
When you grow your knowledge, you will grow your confidence.
Who are you hanging out with? Why does it matter and how does it influence you?
Jeff talks about how Michael’s journey debunks a lot of things agents think and say.
How does an agent who feels boring or like they don’t have a good story?
How do you continue to work on yourself?
Michael goes through some role-play scenarios and how he processes them.
Jeff asks how to reply to a listing agent who objects to someone else sharing their listing?
Michael shares a story about his intern and re-posting listings.
A few months ago, Tyler Hassman was on this podcast. He is a TikTok guide and hoes to listings and creates content; He has created a bigger business in one year than many have in 20; Check it out on Episode #165.
What is your story? How do you leverage it and how does it work within a team?
Michael talks about how they use Social Media platforms to attract more luxury.
How will people in the luxury market analyze you?
A lot of people think you have to look a certain away and play a certain part in luxury. Is it true?

3 Key Points:

How can agents think more like a marketer than a real estate agent? Michael explains the importance and how it led him to success.
There are many limiting beliefs that many agents or brokers think- you have to be with a certain brand, have to be license a certain amount of years , live a certain place, drive a nice car, etc. etc. How do you break the mindset?
Lean into your authenticity and grow your knowledge to grow your confidence. Michael advises this is much more important than the superficial things that agents get caught in.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)

Michael LaFido

https://marketingluxurygroup.com/
https://luxurylistingspecialist.com/
https://luxurylisting.podbean.com/
michael@marketingluxurygroup.com
https://www.youtube.com/c/Marketingluxurygroup

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DRock, the original videographer, content creator, and Executive Creative Director for Gary Vaynerchuk. He is highlighting the importance of personal stories and spotlighting others to build your personal brand. Don’t miss this valuable insight!

Episode Highlights:

Jeff talks about Gary Vaynerchuk, his impact on social media, and how DRock has been successful with him.
In regards to any platform, what should you be focusing on when it comes to video?
Do you understand the consumers? DRock always asks what his audience wants to see more of and what value he can provide them.
Jeff shares what stands out the most to him of what he has learned from DRock. Strategy, not getting overwhelmed, and understanding where you are in your social media and branding journey has been key for him.
If you want something big, you have to put in the work. Have you done 1,000 episodes on a podcast? What does it actually look like to put in the work before thinking it isn’t "going anywhere"?
DRock and Gary put out a lot of content. He explains why and how. How do you not overthink it?
If you were to stand in front of a room of 9,000 people, you would be blown away.
DRock says people need to tune their perspective to that so that you can build relationships with those people and truly build value.
What is the cadence of how often to post?
How do you bring value that will actually engage or entertain your audience in real estate?
DRock talks about how he personally got into the habit of posting.
Social media is conversation. What kind of conversations do you want to have? Put out content that helps back that up.
DRock shares where he thinks the most opportunity is being missed by those attempting to do social media well.
Have you ever imagined Instagram as your journal? What kind of behind the scenes can you share?
Should you treat TikTok like another Instagram or Facebook? Does it only work for people who go viral?
Are there any safety issues with using TikTok for business?
Billion dollar companies are shifting marketing strategy to TikTok. What does that mean?
DRock explains why he thinks that text messaging will eventually fade out if it doesn’t step up and what will take its place.
Is Linkedin a sleeping giant? DRock weighs in with his opinion.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)
Street Text (sponsor)
Drunk on Social Facebook: https://www.facebook.com/groups/136264191062786/
Drunk on Social Instagram: https://www.facebook.com/groups/136264191062786/
Jeff Pfitzer Instagram: https://www.instagram.com/jeffpfitzer/
Jeff Pfizer TikTok: https://www.tiktok.com/@jeffpfitzer?lang=en
Tristan Ahumada Facebook: https://www.facebook.com/labcoatagents
Tristan Ahumada YouTube: https://www.youtube.com/channel/UCJ6o6B5JPEBP57hu9VdzT4Q
DRock Instagram | LinkedIn

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On today's episode, Jeff is talking to Blair Ballin. They are going to talk about some of the things Blair is doing with Social Media using a Facebook group and how he has overcome the crashes in 2007 and 2008 and the COVID year of 2020. He shares how his mindset is what allowed him to have some of the best years of his career. Tune in, you’ll be glad that you did.

Episode Highlights:

Blair Ballin is a realtor in Phoenix, AZ. At the beginning it was a slow start for Blair then 2007 came and the market began to crash. He talks about his personal joruney.
Blair started doing BPO's that transformed into a very good time of selling homes. Then came short sales he didn't know how to do at all at first and he went through a very difficult time. It was probably the roughest patch of his life, both personal and business.
Blair was fortunate to come across a couple different mentors and coaches which at that time transformed things for him. Now his book is doing fairly well, he has a Facebook group, and uploads Tik Tok videos and Instagram posts.
Blair shares that in the real estate space, the reality is realtors are the only ones that control what they do; the market is irrelevant because people always buy and sell.
Blair has tried to grow a team with different structures and it has never worked out. He explains the reasons he believes that is.
As Blair continued to grow as a business owner, he realized the needed change. He really wanted to help other agents grow their business and help more people. He just needed to know the right things to do to have those right people on the team and not just hire someone because he felt bad for them.
Blair talks about his ordeal with covid, how realtors were afraid to visit houses, how customers refused to go to anybody's houses and how amidst all this he had to figure out the salary part.
During the pandemic, Blair realized that there were probably going to be very few realtors who were actually transacting. There was still a ton of business to be had and just like when foreclosures happen not taking advantage of the marketplace but knowing what is in the marketplace to take advantage of.
Due to his early strategies, business boomed during the pandemic and he was able to purchase his dream home.
Blair talks about the benefits of Facebook Groups and what motivated him to create one. After 2 years of creating the group it has now close to 15,000 members. Blair is very selective of who he lets in.
Blair decided instead of being very specific to a city which will probably segregate who is going to join and not join based upon that, he kind of kept it broad based and kind of neutral so that he could control the narrative of what areas to cover.
Many other Facebook group owners will create their own duties and descriptions; Blair didn't want to put that on anyone else and he wanted it to all be in his control.
Blair discusses how his Facebook Group is expanding and how he is getting business for the group.
Facebook groups are the best CRM that exist. Most people sign up for a CRM because it comes with their brokerage but Blair share the importance of having your own that you always keep no matter what changes may happen in your future.
From his Facebook Group Blair has closed a dozen or so deals from it with another half dozen like pending.

3 Key Points:

Every time Blair had a setback in the business, he used to blame himself. He taught himself to try his best, speak more positively to himself and fix his mindset.
Blair talks about the Covid 19 and how it disrupted the market. He shares what he did to overcome it.
Usually what you spend time on, if you continue to do it, will pay off, whether it's open houses, running ads or whatever that continued effort is, that will deliver results, says Blair.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)
Street Text (sponsor)

Blair Ballin:

https://www.blairballin.com/

https://www.facebook.com/groups/559301274502463

https://www.facebook.com/Living-North-Phoenix-2297390503813850

https://www.facebook.com/BlairBallinRealtor

https://www.facebook.com/profile.php?id=100082584225597

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On today's episode, Jeff is talking to Scott Harris. He has done over a billion dollars in volume in his career of 20 years. He also has a podcast called Finding Homes. They discuss the difference between investing in a city like New York versus anywhere else and about how brokers can help investors with sizing up apartments and working in high-rise buildings. Don’t miss out!

Episode Highlights:

Scott played high school Football, which is a fun thing to always talk about with folks and that really informed the way he thinks about teamwork and what all you can do.
Scott spent the first six years out of college touring with a vocal group as a singer and writing music and touring the USA and when there was a natural stopping point. He moved to New York in 2002 and for the last 20 years he has been doing real estate.
Scott never made more than 40 grand a year before he got into real estate; He was just paying his rent and getting by running his own life.
As per Scott, a lot of agents will tell you that it's about five years when you get your feet under you for real and start to get a lot more listing side business.
What is the biggest difference between New York City and another market?
Scott shares his journey with how real estate grew for him.
Scott has always been a marketer and he loves writing and music. In 2009, he launched his newsletter and started putting on his own content thinking about the market and sharing it.
The companies that are succeeding at the highest levels- their CEOs are the ones putting themselves out there and giving you a backstage pass to their life, and that's imperfect, says Jeff.
Everybody Scott ever met gets marketed to in a thoughtful way or in a way that adds value. It's been very surprising how much value he has been able to add to the brokerage community.
Scott sends newsletters twice a month to the same people. He thinks at the very least in New York, you can put yourself out there once a month.
Everything is pushing people in opposite directions but the one universal thing that everybody goes through is to buy a home and that's a ri of passage that everybody can agree on, says Scott.
The real estate agent doing his work will never say that you are kind of a therapist first and an agent second, says Scott.
You have to know which people need data to make decisions. You not only have to hit on the data, but you also have to hit on the emotion, says Scott.

3 Key Points:

By 2014, Scott was ranked in the top 250 list in the entire United States and that's not easy to do where there are many hundreds of thousands, if not millions, of real estate agents. He shares how he navigated that.
As per Scott it's very competitive in New York, but everybody can do the business. There is so much business to do and make billions of dollars in business there.
When we coach on social media all the time, we talk about creating content around what you're already doing with your life. If you're a tomato gardener, share it. There's going to be people out there that can resonate with that and enjoy that content far more than you talk about, says Jeff.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)
Street Text (sponsor)

Scott Harris:

https://harrisresidential.com/

https://scottharris.net/wiser

https://scottharris.net/podcast

https://www.tiktok.com/@scottharrisfindinghome

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On today's episode of the Lab Coat Agents Podcast, Jeff talks to Mickie Kennedy, Founder & President of eReleases. He is currently based on the East Coast. Mickie created eReleases 22 years ago to give small businesses access to the media and to a national newswire. Mickie talks about his journey, how he got into press releases, and how they started emailing press releases. Tune in.

Episode Highlights:

Mickie is a trained poet, and he pursued Master of Fine Arts and Creative Writing with the emphasis of poetry.
Mickie narrates how PR Newswire approached them and started doing business with them.
Mickie works with a lot of different entrepreneurs and startups. They work with about a third of the people who appear in Shark Tank; the producers of the show recommend that they do a press release before their episode airs.
Mickie has been pleasantly surprised that they have had some real estate people come through and use press releases and give them favorable feedback. Some of the ones that have worked, have been people selling famous properties, whether they have been promoted in film or TV or whether they were owned by a celebrity. Those generally do get some media pickup but also people are getting picked up for local developments.
If you read your newspaper, if you are lucky enough to live in an area with a business magazine or business newspaper as well, just to sort of get a feel for who writes about real estate projects or the types of articles that you feel your view would stand a chance of getting picked up, get their e-mail address. You can just call and ask for it. Sometimes it's just online. Sometimes you'll also find that with the media they might have a Twitter presence, so contacting them through Twitter could work really well, says Mickie.
In most cases for local media, there are probably less than ten people that you would ever contact and if you just build your Rolodex locally and you send them story ideas as they naturally occur, says Jeff.
If you can figure out a way to tap into, find the people, the resources and reach out to them, offer them something of value. If you do that consistently overtime, eventually they are going to grab and they are probably looking for content.
Mickie suggests making an introduction and what it is that you are pitching. You don't need a press release for local media. You really just have to have the idea synthesized in the cup. Two or three sentences and they may ask you to expand on it.
Mickie knows some real estate professionals that reach out to their local media, and they end up getting mentioned in a lot of remodeling articles, and it is not really the context of selling a home or a development or something like that, but they talk about trends like colors on walls, types of finishes, what a kitchen looks like and what a bathroom looks like.
As per Jeff when a lot of us think of PR, especially in real estate, they get targeted by PR agencies and firms and salespeople who are selling be featured in Forbes or top magazines. And the reality is you are not actually being featured, you are basically paying for advertising.
For finding journalists, it's just a matter of doing the research. Familiarize yourself with what are the local media opportunities around you. They can include TV and radio as well because they are perhaps programs that will spotlight local real estate and if they are, just ask around, do research, see if you can find any places for TV and radio.
If you don't have a USP, you're not doing something that really stands out unique for you, says Mickie.
Find what you are passionate about or build something that you can be passionate about and be authentic to it and then lead with that.
The development of a UVP or in USP, is trying to find what you feel you would be good at and what you are passionate about and that you feel there's growth and opportunity.
There are real estate brokers that have passionate projects that they do with the community, and they often get in the media when they are doing those types of things and getting their name out there because they are volunteering.
At the end of the day, a journalist is really just looking for a story that would be of interest to their audience, and if you can sort of put the pieces together for a story, they will do the writing and building of it and making it a really compelling story and you can help them do that and create that win situation.
Mickie offers a free master class that he puts together for his customers that he will make available to anyone. It's less than an hour long video master class and it basically just goes through lots of strategic ideas for types of press releases. They generally get media attention almost every time when they are sent out.
Everybody generally has the leads list, and they have a client list that they e-mail too.

3 Key Points:

Mickie suggests when sending PR releases, just send an introduction to who you are and what it is that you're promoting and why they should care, why their audience should care.
Mickie teaches and coaches social media in the real estate space and they always talk about coming from contribution and as per him the biggest mistake that agents make in marketing strategies is they immediately go in and they just sell, sell, sell, sell, sell.
Mickie shares tips on how to approach journalists and how to get their e-mail address and what to mention in an e-mail.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)
Street Text (sponsor)

Mickie Kennedy:

https://www.linkedin.com/in/publicity/ https://www.ereleases.com/plan/ https://www.ereleases.com/contact/ https://twitter.com/ereleases

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On today's episode, Jeff is back with Brian Grimes - Founder of 24/7 Cash Flow University. If you missed the episode last week with Brian, go back and listen! Brian believes in creating systems that are extremely simple because they are the ones that you can scale to 100 or 1000 deals as compared to extremely complex systems that break so much. Tune in.

Episode Highlights:

Investing out-of-state is always kind of perks up investors ears because when we think about investing, we all tend to think about our backyard, says Brian.
Brian did his first out-of-town deal in FHA and he ended up not even moving in because he ended up getting a job out of town.
Brian was doing the FHA house hack on a multi-family, and he was going to move into one of the units because he was going to get paid like $400 a month to live in his own property.
Brian is now an out-of-town investor not necessarily by choice or intent, but just by the nature of how things unfolded.
Rochester, NY or in some other places there are deals out there that are turnkey cash flow that you could just put down some money, negotiate a seller and control a large multifamily property and live for free.
The way people use the office today, like a startup or tech company is way different than people used offices 80 years ago. But most of the developers and architects are still designing these office spaces the same way, says Brian.
There are people or investors out there that say, there is no opportunity in my market and there probably are many markets and they want to start out of town business. Brian explains the strategy for them.
Most people don't have the system or the guy who is your eyes and ears and is probably working for beer money.
Brian talks about the most important component of out-of-town business.
Organic growth is the best and getting people through referrals is the best way to start now. If you can't, there is nothing wrong with posting a job ad on job portal and doing remote zoom interviews with people.
If you are going to be doing 30 deals at once, you are never going to get there at a time so better to have two or three property inspector who can get there.
If you are dealing with massive amounts of job and really tough turnaround times like we got to hit the hard money inspection, but we are going to run out of money, in that case we can start running inspectors every day.
You are creating and controlling the environment in business, and you keep everybody on their toes, so it doesn't have to be a hectic environment. It has to be a tight ship, says Brian.
There is money out there in the form of efficiency that you need to be able to see, because once you can get your hands on it, you can scale up.
You need to view a realtor as somebody who adds leverage to you. They can deal with some of the paperwork. They can go back and forth with the seller, says Brian.
If you know how to do the analysis and go out and inspect properties and find good deals, you need to increase your leverage.
24/7 cash flow university is for somebody who is like an absolute beginner. It's if you are advanced and you have already done 15 or 20 deals, you are going to get a ton of value out of this.

3 Key Points:

Multifamily investments depend on where you are at and where you are willing to live because they are not everywhere.
Contractors are great at what they do. But just because you are great at one thing doesn't make you like multifaceted and great at several things like a lot of contractors aren't good with technology.
Brian talks about the best way to find the best market and find the properties at that point without having to rely on somebody who is got a biased interest on their commission.

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On today's episode of the Lab Coat Agents Podcast, host Jeff is talking with Brian Grimes - Founder of 24/7 Cash Flow University. He is an ivy league grad who loves to play basketball. Brian grew up in Philly in the C Class neighborhood, during that Allen Iverson era. Brian has experience in the C-class which from a real-estate point of view is very risky. Brian talks about how he is kind of building a model that is a bit more recession proof. Tune in for all of the details!

Episode Highlights:

Basketball took Brian around the country, around the world to degree and then landed him at Columbia University.
At Columbia University, he met former athletes that became mentors of him in the trading field for options traders down on the New York Mercantile Exchange to commercial and mortgage real estate brokers.
The mentors gave Brian principles and knowledge that transformed the way that he thought about himself.
Brian shares instances from his career and how his interest in Finance spiked.
Brian became a financial planner so that he could build his own schedule. He was selling insurance annuities. He was on a 100% commission, and he didn't make a dime for his first six months.
If you put in energy today two months from now, it will come back in the form of you know cash flow or whatever you were looking for and you start to trust that when you are in a Commission based environment, says Brian.
Brian went on to work at a high-net-worth boutique firm in New York managing where they managed 1.4 billion for about 300 wealthy families. He worked at an insurance startup policy genius, where he was running their call center nationally. They were selling thousands of policies a month and building that out and using his sales skills.
Brian talks about his struggles in the real-estate market and how he got duped by a contractor.
He continues to iterate and get better over the course of time and that had led to, 300 full gut rehabs over the course of that, maybe the next five to seven years from that point.
The more risk you take the more reward there is. So, the cap rates in the C Class are definitely juicier, says Brian.
At the end of the day real estate in cash flow investing is all about picking good tenants, says Brian.
Brian bought properties in a marginal C class neighborhood that he knew new working-class people would live in. People who work for the city, who work for SEPTA, who drive buses or who belong to the working class.
Brian has the required skill set, a 20,000 square foot warehouse, 150 contractors, best contractors and city. He can go and flip properties like anywhere in the country and he has the experience to do it.
He can flip them in the eight class neighborhoods, but it doesn't match his prime mission which is to re-build the C Class neighborhoods until they look like the beat or a class neighborhood to put people back into the neighborhoods to run out blight and to restore money bouncing in those neighborhoods.
If you get mentorship, you can navigate and learn from somebody who has done it 100 times in these types of neighborhoods and get all the lessons that you need so that you can do it successfully from day one, says Brian.
People are not their credit score. The credit score model is a is a slightly outdated. You will find people with good credit scores who don't pay for whatever reason.
You have to underwrite people, not credit scores. So, you have to get into, like, their job. Is there a job actually durable? What type of job are they doing? You have to test your tenants as well, says Brian.
People who can articulate themselves well, speak well, calmly, they are going to be the same way when something goes wrong in your property and something is always going to go wrong, says Brian.
Brian talks about the importance of landlord tenant law and how one can save themselves a lot of trouble by learning and understanding the law.
Brian warns about people who know how to gain from the system because the credit score doesn't tell you that.
Before you hand over possession, you better do everything in your power to ensure that you picked a good tenant.
No matter what sector of real estate you are in, if you can't pick winners, it's not long before you will be out of business, says Brian.
Brian is a strategy agnostic, and he believes in having multiple strategies. He suggests as a new real estate agent you need to be able to adjust to the market.
The more knowledge you have about different strategies that are available to you, the more money you'll make.
If you went to Baltimore right now or Cleveland or parts of Philly, they're not going to experience major downturns in the market right now even with rates going up and some of these things. So, you have to look at the hard-core data and realize. "We are state specific," says Brian.

3 Key Points:

Brian shares how he has best used his experiences from different jobs to start his own real-estate business.
If you are not from the C Class, you would want to have some type of mentorship from somebody who is, if that's something you want to do because the cap rates are better, the cash flow is better, says Brian.
Jeff and Brian talk about the importance of identifying good tenants.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
Z buyer (sponsor)
Street Text (sponsor)

Brian Grimes:

https://www.youtube.com/channel/UCTYE7wOTs5VMHGdHnfLcWyw

https://www.instagram.com/briangrimes_247cfu/?hl=en

https://www.247cashflowuniversity.org/

https://www.facebook.com/247cashflowuniversity/?_rdr

https://workwithgrimes.com/cashflow50596073

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On today's episode of the Lab Coat Agents Podcast, Jeff is going to talk to Cody Tuma, a team leader broker out of the state of Oregon. In five years of his real estate business, he has found a platform called OfferForm - A tool to streamline the collection of offer information while simultaneously providing buyer education. Don’t miss his interview with valuable insights.

Episode Highlights:

Cody was in college and did some e-commerce businesses and never really thought that real estate would be on his radar.
Cody got his real estate license just kind of on the side as a side gig and sold his brother's house and made like $10,000 on his first paycheck.
As a real estate agent, Cody always treated himself as a business or a business owner and always thought about what he could do to bring more business.
The biggest thing that Cody wanted to do was set up the appointment and meet leads actually in person, because as soon as you meet the lead in person there is more of that relationship aspect of things.
Many people get into the real estate business thinking to themselves that if it's family time, I am not answering my phone, but this is not the reality to get success, you need to control your schedule, says Jeff.
Cody used lion desk and it was great all-in-one compassing CRM, but the follow up system that he used then is kind of been modified to what he is using now, but it's still kind of based on the core principles.
Few years ago, Cody got into the expired listings and the sale by owners, and he has similar automation set up for these.
Cody has a setup in the system to where it will remind him to personally send a text or an e-mail or phone call to past client because with those people, he wants it to be as personalized as possible.
If you are not closing five to ten deals a month, there is time in the day to work on the stuff to get disciplined enough, says Jeff.
The originative of OfferForm was two years ago when the real estate market was just on absolute fire. OfferForm was born out of a need out of necessity in Cody's business.
There were so many data points that Cody was gathering on the offers and he had spent so much back and forth over text or phone calls on gathering up the data that he needed for the offers.
Cody talks about some of the things that he is doing to stay in touch with his past customers.
Cody just sent OfferForm to his buyers and they got him all the information that he needed to write the offer and if it's going to be a competitive situation then they included some questions.
Cody mentioned creating evergreen videos. He talks about what that is and how he is using it to scale his business?
Evergreen video is a video that can be recorded like one time and repurposed throughout like indefinitely.
Evergreen video content is something that Cody can just keep reusing over and over again that allows him to scale without having to recreate that video every single time.
Cody uses chime as main system, and it gives him the ease of use and the flexibility and power that he needs from the power agent's point of view.
With the commercial property that Cody had purchased, he was actually able to mitigate majority of his tax liability for 2021.

3 Key Points:

Cody shares what led him to build out his own platform which is OfferForm.
Cody's success especially with the online leads was making sure that he had a system in place to handle those online leads and a big part of that was a good CRM.
For those with hefty tax liabilities, Cody would encourage them to look into purchasing some of the larger assets to where they can take a cost segregation study and then do bonus depreciation to deduct a lot of tax liabilities.

https://www.offerform.com/ cody@offerform.com https://www.instagram.com/codytuma/

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Today on the Lab Coat Agents Podcast, Jeff and Tristan will share an interview with London Lazerson; Heis a TikTok and Social Media influencer with a HUGE following of over 8.5 million on TikTok and over 600 million views just in 2021. He gives great advice on how to get started on TikTok; You don’t want to miss it!

London is hitting up to 9 million followers on TikTok. Tristan asks him how he went from just under 4 million to here within less than a year?
London got 1.5 million followers in thirty days. He explains the grind that allowed to achieve it.
Ever wonder what the ROI is on TikTok? What is the opportunity? London discusses the creator fund versus bigger monetization.
If you’re a small business with not much marketing budget, London has advice for you, too.
Big businesses need help on Social and are looking for it!
Lots of ideas but not sure where to start? London weighs in his advice for posting and figuring out what works for you and the algorithm.
London is testing to find the next viral trend. How does he do it?
How do you manage burnout when it comes to constantly creating? What does structure look like?
Tristan asks how London shoots content two days a week and how he handles posting.
London makes recommendations for what to use for video editing and how to do it.
Jeff mentions Business Video School, a sponsor to this podcast, who teaches editing skills that you need for Social.
For a real estate agent, who wants to start making videos to get their name out there, should it be a separate account or their same personal account?
For the biggest brands nowadays it’s more about the founder or the president because people want that personal feel.
London shares that once you’re willing to market you have to be willing to cold DM. He explains his success in that area.
In scheduling, how do you guard against lacking passion?
Is TikTok experiencing a temporary high or will it remain a popular lucrative platform in the future?
London shares stats about TikTok that highlight where the opportunity is.
Everybody wants to consume TikTok and it bleeds everywhere, that speaks levels to
what TikTok has done to change culture.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)

London Lazerson:

https://www.TikTok.com/@londonlaz?
https://bio.link/londonlaz/
https://www.instagram.com/londonlaz/
https://www.facebook.com/london.lazerson
https://twitter.com/londonlaz
https://www.linkedin.com/in/londonlazerson/

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Episode Highlights:

Rory explains selling the previous company prior to Brand Builders and how his friend, Lewis Howes inspired the start of this company.
Brand Builders works with a wide variety of clients. They have worked with New York Times best-selling authors. The majority of their clients are in professional services of some type- entrepreneurs, independent consultants, business owners, coaches, trainers, real estate agents, etc.
Rory shares the mission of Brand Builders to be helping people find their uniqueness and differentiate themselves from that perspective rather than through the filter of what others are doing.
What is the podcast Rory is running for Success Magazine?
Success Line Podcast is free coaching calls with Rory. Info for how to apply is provided in the Resources Mentioned section.
How do you break through the noise with your brand? Rory’s wife is the CEO of BrandBuilders and led a year long, nationwide research study on trends in personal branding. Rory shares some data points that have not been released yet.
Are you more likely to trust someone who has an established personal brand? Rory shares how they can stratify and segment data based on generations.
82% of Americans agree that companies are more influential if their founder or executives have a personal brand that they know about, trust, and follow. Rory talks about the example of Glenn Sanford and eXp realty.
Tristan reiterates the importance of one on one focus and ability to relate to brands especially on social media.
Rory talks about struggling with sharing the little intimate details of his personal life on social media. He frames a new perspective by asking -Who is your favorite celebrity? If you could have full access to an entire day of their life, what would you say? Although we aren’t celebrities, people want to know the person behind what they see.
A revenue building engine is an automated digital ecosystem around personal brand that pumps content out into the universe without taking a person’s time.
How does Brand Builders create a content marketing strategy? Rory explains how they focus on creating fans not just purchasers and making a difference.
Do you spend a lot of your mental energy on choosing the right hashtags, constructing your home page for opt-ins, and conversions? There is nothing wrong with any of that. Rory gives some advice to spend more time focusing on trust.
When are people ready to buy? How do you create systems that capture them?
Rory shares how he utilizes his feed versus his story on Instagram.
The problem is never giving away too much and then they won’t buy. The problem is you didn't give away enough and they aren't coming back.
What is one of the best prospecting mechanisms on social media?
Where do you find your uniqueness?

Resources Mentioned:

Lab Coat Agents Facebook Group: https://www.facebook.com/groups/labcoatagents
Lab Coat Agents Twitter: https://twitter.com/LabCoatAgents
Lab Coat Agents Instagram: https://www.instagram.com/labcoatagents/
Rory Vaden | https://www.roryvaden.com | Success Line: www.success.com/successlineguest | Success Room Instagram Live | https://freebrandcall.com/rv/
Drunk on Social Facebook: https://www.facebook.com/groups/136264191062786/
Drunk on Social Instagram: https://www.facebook.com/groups/136264191062786/
Jeff Pfitzer Instagram: https://www.instagram.com/jeffpfitzer/
Jeff Pfizer TikTok: https://www.tiktok.com/@jeffpfitzer?lang=en
Tristan Ahumada Facebook: https://www.facebook.com/labcoatagents
Tristan Ahumada YouTube: https://www.youtube.com/channel/UCJ6o6B5JPEBP57hu9VdzT4Q
RedX (sponsor)
Chime (sponsor)

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On today's episode of the Lab Coat Agents Podcast, host Jeff is going to talk to Joshua Moore, the ‘Ginger Marketer’, who carved out a niche around Tik Tok to help real estate agents. He will share how you can use Tik Tok to grow your business. Tune in for all of the details!

Episode Highlights:

Joshua is from the UK, but he predominantly focuses on the US market. He says that there is a slightly different setup in the UK versus the US.
During the lockdown, Joshua planned to use Tik Tok, and he was learning how to use the app, like how to go live and add text, and he was just sharing that on his platform.
Joshua launched the business and at the end of 2020, they broke six figures within the first 4-5 months, and that was just from pure Tik Tok coaching.
You are doing yourself a disservice if you are focusing on the wrong things, and you are probably leaving a lot of money on the table as well, which isn't the best thing to do, says Joshua.
The Tik Tok today is a lot of edutainment, a lot of education, and many other things.
When many agents even think about getting started on Tik Tok, a big mistake they make is they think that they need to hire a video marketing team.
Tik Tok is not about dancing anymore. It's evolved into a lot more. So you get doctors, brands that are kind of taken over and come into Tik Tok, and they rely on user-generated content.
Joshua says that Tik Tok is an app built on connections, being yourself, and being real, and that's what will be authentic. This is where we can kind of bridge between who people think you are and how you are polished on the other channels.
Tik Tok is an experience that you have never experienced before, but it's a real experience as well, where you can learn, you can laugh, and you can make friends and connections, and you can build a community.
People take two to three hours to shoot a 15-second video, and they will never post it because they have the paralysis about perfection. How do you get past that?
There are a few reasons why people comment. What are they?
People who are using Google are also using YouTube, which is the second biggest search engine in the world. How does it affect your strategy?
Most of the time, people aren't looking or listening to what you are saying. They are not looking at what you are doing or how your hair is because they don't know if that's right or wrong.
Joshua talks about what real estate and local experts should be focused on, and common mistakes.
Every post you push out should have a purpose, and that purpose should be to bring value. You should be clear about your goal.
When you start taking yourself too seriously, you tense up, and then you are not real. You are scripted and it's like a robot is speaking.
Who is it you're trying to speak to? That is the question that you need to ask yourself before you hear the post button every single time.
Tik Tok is such an untapped organic platform right now that many real estate agents are scared off. What if you could break through that?
You just need to push through whatever kind of mental barriers you have in front of yourself, and you just need to forget about it, and you can start posting and doing on Tik Tok, says Joshua.

3 Key Points:

Tik Tok is something that's developed into an addiction in a good way. Joshua thinks that the average person spends over about 19.2 hours on Tik Tok per week, but it's a platform where you can create your freedom, unlike any other channel.
There is a lot of psychology that creates Tik Tok, especially the emotions. When working with real estate students, Joshua really focuses on four core emotions: love, anxiety, anger, and curiosity.
Jeff likes Tik Tok because it is the foundation of his social media brand. He explains the things that you can do to create advanced videos.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
RedX (Sponsor)
Power ISA (Sponsor)
https://www.facebook.com/groups/realestatetiktok
https://www.tiktok.com/@gingermarketer?lang=en

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On today's episode of the Lab Coat Agents Podcast, Jeff is talking with Aaron Novello from Southeast Florida. Aaron has grown multiple businesses outside of real estate. He shares his experience and how to be successful by working hard. Aaron has experienced what a lot of real estate agents in today's world haven't experienced, which was the years 2007 and 2008. Jeff and Aaron roleplay some of the buying and selling scenarios. Episode Highlights:

Aaron got started in residential resale in 2006. His family of origin is people who are very kind and good people doing the best they can under the given set of circumstances and the information that they had at their disposal.
Aaron read books about wealth, and they tend to gravitate towards real estate. So, he soon figured, what better way to learn about the investment vehicle of real estate than to go out and get his license and help people buy and sell.
During his last semester at the University of Florida, Aaron had only had 9 credits.He got his real estate license and started to help people transact. And in 2007, he was on his way to doing about 50 deals.
Aaron explains how he systematically and obsessively went about acquiring skills. While everything else was imploding and contracting, Aaron grew his business by 25%, year over year.
Aaron has had the good fortune of not only still being in the field and actively selling real estate, but he is also on the sidelines coaching and training others who do so. For him, the challenge has been more from an emotional perspective because there has been a lot of pent-up anxiety from buyers of fear of missing out.
There are two emotions that dominate any market. One is fear, but the other is greed; and sellers have been exceptionally greedy over the last 12, 18, maybe 24 months, says Aaron.
Since the last 12 to 18 months, sellers have been able to be unreasonable, stubborn, and aggressive in terms of looking out for their best interest, and the marketplace has rewarded them for that.
Aaron goes with three major factors in the marketplace that are beginning to shift and change in hopes that doing so can help a seller see why their neighbor had a different experience than perhaps they were going to have.
Aaron says that the market is very much about skills. And if any listener or anybody who is listening to this really pounds into your brain that when times get tough, only the skilled get paid.
We have a choice to make, and the choice is yours. We can either not sell the property now because perhaps your expectation is a little bit different than market conditions. The second option is you anticipate instead of reacting; because that's what leaders do. They anticipate, instead of reacting, you look at these market dynamics we put on a market, extract the capital and then you provide for your family in the way that you want, and you get out of this environment, explains Aaron.
Aaron says that if he can get his skills to such a degree that if an opportunity presents itself, there is an 80 to 90% chance he can capitalize on that opportunity, it is then that he has created security for himself and his family, and he personally feels like it's his duty and obligation to protect his family.
Money is not in the service, it's in the selling of the service. They expect you to know about contracts, they expect you to pick up the phone. They expect you to work in their best interest, says Aaron.
Aaron suggests that real estate is totally a skill that's acquirable. It does require a certain level of obsession and discipline at the same time. It's not something that is reserved for only certain members of the population. It is reserved for those that deserve it because nature doesn't reward need, it rewards deserve.
The buy side is increasingly becoming less and less valued and they are being compensated less and less to do that activity.
Aaron thinks himself as a prodigious provider of data because that is what these systems need.
Aaron talks about life events creating shifts and the opportunity in them.
What is the reason that you are compelled to put up with friction to put up with inconvenience? If it's not strong enough, then you are probably not going to put all of your time, energy and effort into that.
When you do hard things, your life becomes easier. When you do easy things, your life becomes hard. So even though it's a little uncomfortable and people perceive it as perhaps confrontational, it's just straightforward, just like any other professional.
Real estate is a sales job. It's no different than selling books, door-to-door knives, subscriptions over the phone, telemarketing where you are selling magazines, says Aaron.
On his team Aaron has people who don't have any business background and no sales experience getting into a direct sales business, and nobody sits them down.
He suggests that as a real estate agent you need to speak to people on a regular basis. You also need to have the skill of prequalifying to make sure people have the means and the motivation to actually do something. Then schedule an appointment, meet with them and give them a compelling reason to choose you versus somebody else. Then you have to go and show the property.
Jeff is in the real estate space, but he has shifted to teaching social media, teaching video, teaching these things. And it is the exact same conversations, everything is very parallel to what Aaron is talking about here.
If a marketplace contracts 20%, that means you need to be 30% better to grow, says Aaron.
People have a tendency to play down. They play with people that are either at their level or below because it makes themselves feel better.
Warren Buffett says, when the tide goes out, you can see who's wearing pants or not. And he also says that, if you're the absolute best at what you do from a skill perspective, you're always going to be in demand. The best coaches are always in demand. The best Asian stories are in demand. The best doctors are always in demand.
Systems are made stronger by stress, and all this is a stress test. This is an opportunity to just make yourself stronger physically, mentally, spiritually and emotionally.

3 Key Points:

Aaron discusses the effect of 40-year high inflation and loss of 5000 points in the stock market.
Jeff talks a little bit about that psychology with agents. He says as a podcast listener, AKA Real estate agent if you are not equipped with the relevant skills, Aaron is what your competition looks like potentially, and that's going to put you out of business. You are going to lose opportunities.
Aaron answers how long should a real-estate agent role play? If someone is already doing that, what are two or three other skills that they need to pick up and focus on over the next seven months left in this year?

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Power ISA (Sponsor)
Z Buyer (Sponsor)

Aaron Novello

https://aaronnovello.com/

https://www.instagram.com/aaronnovello/

https://www.tiktok.com/@aaronnovello?lang=en

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On today's episode, Jeff is going to talk to Michelle Hext. She will be sharing her story of her life and how she got into martial arts. She will also be talking about how she helps people create a brand through her coaching. Jeff and Michelle will be talking about how one can open their business with the help of coaching. Tune in for all of the details.

Episode Highlights:

Michelle found martial arts late in her life. She was 22 when she started training. She explains her training.
Michelle went into martial arts for the reasons that many, people do and that is a childhood of domestic abuse, sexual abuse, poverty and things like that.
As per Michelle humans seek structure even when they don't have it. There is something where we are seeking this thing that we can lean on and for many of us, that is structure, and if you have grown up in a household where you have had a lot of structure and discipline, it might have felt bad because you weren't allowed to do anything or whatever.
Michelle has always been independent and when she got into the martial art of Taekwondo. It was like the Angel started singing. Everything was so structured. The style that she learned, most forms of taekwondo, and there was grading, they give you a piece of paper. And there are the things that you need to be good at and complete in order to tick the box on that grading and receive your next belt.
People freak out when they get to their red belt and black belt is on the horizon and they start to tell themselves that they can't do it or they're not good enough.
Being able to help people navigate that fear and come out the other side of it is so rewarding. The coaching that Michelle did with martial arts is the foundation of everything that she continues to do.
Take pieces of advice from people that aren't in our business because the one mistake that a lot of us make is go to real estate conferences, we go to mortgage conferences, we learn the same thing that all of our competitors are learning and there's actually more value in learning from an outside experiential person.
My very last martial arts school that Michelle opened was an adult-only woman only full-time. She only teaches adult women, and it was the most successful school she had ever had. It was filled to capacity in no time and that was because she took up boxing.
Michelle created a full-week absolute beginner program. She doesn't even know where she got that idea from, but people couldn't come along to her martial arts school just to try.
There is the traditional real estate agent either they are newer to the business, they really just need to focus on feeding the coffer and making paychecks. Then there is the agent who might be aspiring to grow a team and do other things and create ancillary revenue streams. And then there is the person who is already there, and maybe they haven't just monetized it yet.
Michelle feels like customer service in many industries has really fallen by the wayside. And if you can build relationships with people that are long-term, so that even if somebody says no right now, they are filing you away.
Just remember that your yes is not very far away. If you keep doing it, if you keep showing up with integrity, if you keep, you know, building relationships properly and if you see each individual as a human being and you treat them that way, that will serve you really well, suggests Michelle.
Michelle just printed out a workbook that she is getting ready to put back on the market and it's about how to create an iconic brand.
Michelle brand was called the art of Kicking ass elegantly, and it was this combination of her being tough at martial arts and also having this other side of her.
Michelle has a client; she trains salespeople who sell luxury cars. And one of the things that we spoke about when she was helping her develop this product is women are not treated very well on the showroom floor, we are not treated like we understand cars.
It all comes down to relationship building, figuring out who you are and what you stand for and whatever process you need to go through to do that, suggests Michelle.
In the real estate space, there is so much content and there is so much out there in the world that a lot of it sometimes you don't even have to recreate the wheel.
Michelle suggests taking your first step and then you just build out the steps. You have got your framework and that is when we need to layer the marketing over the top of it, build out the content and all the rest of it.
Content creation needs days. People want enough information to be able to go and take action to get the result. They don't want to know every single thought that you have in your head.
Michelle's favorite product for people is the mastermind, something like a six or a 12-month mastermind or you could call it a mentorship where you create a framework over the course of six or twelve months, where you get to teach them what you know.
You get creative and think about what it would be for you, you brand it, you develop, but it's more encompassing. It's a bigger goal and then you lead people through that and it's so easy to create multiple six-figure revenue streams just through what's between your ears and the zoom call and a group of people that are willing to pay for it.
Your job is to be there in your form and all those calls, just keeping people moving forward. But the people that are investing at that level, they are very self-directed, they are very ambitious. And they are going to soak up anything that you have to say, and they are going to do the work.
The people that pay the most are the people that demand Michelle's time the least because they already know what they want.
In order to develop a personal brand, it takes a couple of years to find your feet and find your confidence, and having the practice of delivering really good results can take time.
Michelle is never going to ask her clients to invest in something that she would never invest in herself.
If you don't have any money at all to spend, then buy the book that is going to help and have a look at people who have been successful. You have got to be in an environment of learning and expansion to be able to progress forward.

3 Key Points:

Michelle is in the Australasian Martial Arts Hall of Fame. From a business perspective, you owned martial arts schools, online fitness businesses. And the name of the game is to find more clients to find more paying customers, which is exactly what we are doing in real estate.
Michelle helps people develop personal brands and then monetize it because the successful people in any industry have a lot of eyes on them, and there are people that want to pick their brain. And if you have got people wanting to pick your brain or they are paying attention, then you have something that you can monetize.
If somebody is going from paycheck to paycheck, Michelle is not going to suggest that they sell something or whatever to be able to afford it. Don't just settle on any coach, there are a lot of coaches out there, so make sure that it fits within your budget.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Michelle Hext
Z buyer (Sponsor)
Follow Up Boss (Sponsor)
https://www.michellehext.com/
https://www.instagram.com/michellehext/

DM Michelle Hext on any social media and ask for Branding Blueprint

https://www.michellehext.com/ https://www.instagram.com/michellehext/ DM Michelle Hext on any social media and ask for Branding Blueprint

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On today's episode, host Jeff Pfitzer talks with Cheri Benjamin about her life and journey of how she got into Real Estate. She is now a member of a new platform called ‘Closing the Gap’; It is about bridging the generational divide. Cheri regards every agent she meets as a new or existing leader. She emphasizes how if you are just entering the industry, you are a leader and that is the mindset you must have. Tune in now.

Episode Highlights:

Cheri owns a brokerage firm and their headquarters is in Atlanta; They have around 400 agents. They are in Georgia, Florida, Maryland, DC, and Virginia and they are in the midst of expansion.
What a lot of people aren't realizing is, over the next couple of years, you are going to see a lot of contraction, and especially in the mortgage business and it's going to happen in the real estate business, says Jeff.
Real Estate is a business where you are growing your vendors or your partners.
You do need to find people with the right mindset and have the partnership mentality, because that is the key, says Jeff.
Cheri talks through different types of deals and how you should be approaching them.
What happens if you advise your client to shop?
Cheri's sister’s brokerage called Cole Realty Group, started this with Zillow. A lot of people don't realize that the panel speaker is actually a Zillow coach.
“Less than 5% of agents are black and brown in the entire United States”, Cheri states.
Jeff was at the National Association of Real Estate brokers. He loved it.
We just have a lot to catch up with all of that lack of education.
What about marketing events? Cheri' shares about a friend of hers and his approach to them.
Cheri had a team of 46, and that is a lot to manage. It's much easier for her to have a brokerage of 400 than a team of 46- It's all leverage. What does leverage and at the brokerage level?
Cheri's biggest year in growth was from her New Year's resolution. She always made her New Year's resolution in October because that is part of her business planning and her life planning, and everything else.
Diversity in all forms is beautiful; That is how we learn, and that is how we grow.

3 Key Points:

The Real Estate industry is very old school and there are a lot of old school leaders teaching new school agents the wrong way. Jeff and Cheri discuss the differences.
The politics behind business and politics behind Real Estate affects investment and communities.
Right before COVID hit, Cheri bought this company. It was a lot to take on, but they have grown it. She shares about the journey.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Street Text (Sponsor)
Cheri@villagepremier.com
https://www.instagram.com/cheribenjamin/?hl=en
https://www.facebook.com/cheriballen

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On today's episode of the Lab Coat Agents Podcast, Jeff is talking with McCall Jones from Charisma Hacking. She is back for part two of the conversation from episode #160. McCall explains why people are afraid of being on camera. If you’re just now starting to shoot video you may actually have an advantage over those who started years ago because they were never taught to do it correctly. With Charisma Hacking, McCall helps people to be more likable and persuasive on video; Tune in to hear her expertise!

Episode Highlights:

McCall defines charisma as the ability to do three things, the ability to get people to pay attention, the ability to get them to trust you, and the ability to get them to act.
There are no good and bad styles. There is only right and wrong for every single person.
Every human in the world has people who do what they say. They have authority, but they think sales should be different when they should be the same.
McCall suggests a different approach to measuring success on video. It’s not about how comfortable you are or how many videos you get out. What does it look like for you?
Charisma hacking gives you the advantage that you have in person with people.
People beginning on video have the advantage when they get charisma styles. If you can tap into who you are first, the fear of failing on video goes away.
If you are in a place where you still feel awkward on video, there is great hope because you have to look at it and see what is different.
There is no such thing as failure. It's just better or worse. You can't necessarily fail; failure becomes the handicapper hurdle preventing people from doing things.
There is nothing stronger in the world than the fear of rejection, and the fear of rejection is so real that it can keep people from doing anything, especially on video.
The people who get rejected will move so much faster and farther ahead than the people who never try.
Look at every single one of your mentors because when they get on stage and show you their first video, some of them were proud of that first video when they did it, and some of them were not.
If you are flapping your arms around and you have never done that in real life, stop flapping your arms around the video and then you find the gap analysis.
Before you record an emotional video, you need to be talking aloud about something that gets you in the emotional state you want to be in on that video.
You can either hate the before or celebrate after every single time. You have to be kind to yourself so that you will stop doing wrong.
Once we identify false faces, we say, we know who you are and who you are not. Once we identify that in the next step, we go through the training where the first thing we do is teach you how to use your authority style, says McCall.
People have a simplistic mindset that shooting video simply has camera press play and talk, but it's so much deeper than that.
The people who succeed the most in my program and with charisma are the people who commit to video. They know they need to use it and do it, says McCall.
The video is perfect for introverts because social anxiety is something that you are creating in your head. So the only way you would fail or look ridiculous or whatever you're scared of is if you aren't yourself.

3 Key Points:

McCall has created this system called Charisma Styles, which will tell you who you are, and how to be incredibly effective on video.
You will always have a before video, and the idea is for your after video to soon become the new before video. You never have a before video to improve on if you never start.
Once a person knows their authority style, nobody feels aggressive on video anymore, nobody feels bad making sales, nobody feels bad doing all things, says McCall.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
Chime (Sponsor)
McCall Jones: https://charismahacking.com/

https://charisma.style/

https://www.instagram.com/mccalljonesofficial/

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On this episode of the Lab Coat Agents Podcast. Jeff is talking with Tyler Hassman. How can you create your own brand by simply making videos on social media? How many editing and camera skills do you need to start a TikTok video? Jeff and Tyler share how Tik Tok has helped them evolve their business in a cost-effective and efficient way. Tune in now. Episode highlights:

Tyler has been a licensed realtor since September, it’s almost been 6-7 months and he is originally from Regina, in Canada.
Tyler takes a bunch of courses. He wanted to get into real estate, and he met a mentor who was buying apartment buildings doing joint venture partnerships where someone puts the sweat equity, and you will find the investor with the money, and you mash together. So, Tyler did that and just hustled for three years with his business partner when they were both 18-19 years old and they ended up buying seven apartment buildings.
Tyler was super rich on paper. The bank counter told me it was all equity. It’s all about net worth and he needed some serious cash flows.
Tyler started renting properties, then subleasing them and doing Airbnb management. He did that for a while in Scottsdale, Toronto, Ottawa, Calgary
Tyler was with his girlfriend and business partner from there they then went down to Costa Rica and got a hotel. They were managing over 100 units, including the apartment buildings, in three different countries and then COVID hit exactly two years ago.
Because of Covid they had to come back because there was only one flight left and they left everything down there. Tyler still has n't been back and they lost everything down there. It is devastating, a ton of money is lost.
Because of Covid, Tyler shifted to Calgary because Calgary is such a growth city. For a year he was doing consulting, helping other real estate investors.
Tyler gets a lot of big Instagram pages in Calgary and explains how it works.
Before you even get a posting, you need to make a vision board of your brand. Tyler’s girlfriend was the one that made this machine. She got his license. The first thing a lot of people invest in is probably ads or some training modules.
When it comes to making TikTok videos you need to just not care, because at the end of the day, he didn’t care because he is authentic. So, he will have hundreds of people who will love it and there will be that one person that doesn’t like it.
Anybody that is ahead of you is not going to talk down about you because they are too focused on building themselves and creating it. Everyone else that is going to be making these comments, they are going to be below you.
When creating videos all that you should do is be comfortable. Don’t be a follower. You don’t have to be a follower because you go to a networking event and everybody is dressed a certain way, that doesn’t mean you have to do that.
When you have an identity and when you have a brand, when you are visible on social media, it makes connecting with people so much easier and so much stronger.
Tyler explains tricks to make the perfect video and how it is important to not focus on yourself.
People don’t care about you. They don’t care about your brokers. They don’t care about your sales history. They are already swiping. They want the house tour, but you are putting yourself first and not them first.
In order to make videos with your brand in today’s marketing, you have to have basic editing skills. You don’t have to have advanced skills, but you have to have some basic skills. What are they?
There is going to come a time because it’s all cyclical, the way all markets run and there is going to come a time when there’s not a lack of inventory and there’s going to be too much inventory.
Price sells homes. It doesn’t matter what marketing tools you have. Price sells homes but what is priceless is eyeballs. People are coming to you now because you get the eyeballs.
A lot of agents that have been out for a while and big businesses, there are so many other things going on for them. Tyler is starting to realize this service. That is why he has a team now built so they can help service all the clients.
Tik Tok is the new door knocking, Tik Tok is the new fire. Tik Tok is the new everything.
Tyler loves being on camera and stuff. His strategy is that he wanted to have a TV show on Netflix. That is kind of the next big thing that he wants to achieve.
Take what other people are doing which is working, put your own character in it and do it.
Put everything on one page. Be who you are. Let that shine and then the big thing is to if you ever switch industries.

3 Key Points:

Tyler has almost 1000 leads that are well qualified and he has now built a team because he can’t handle all the business. He is also teaching them to do the same thing and now they are generating leads.
Tyler explains how all of his leads come from Tik Tok or Instagram.
You are going to have haters, especially if you are having success on Social Media. They have their own insecurities. That is why they are doing it or they are threatened by you.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Chime (Sponsor)
RedX (Sponsor)
Tyler Hassman: https://www.tiktok.com/discover/tyler-hassman?lang=en
https://www.instagram.com/tylerhassman/?hl=en

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On this episode of the Lab Coat Agents Podcast, Jeff is talking with Jessica and Justin Ball. They are discussing the aspects and the components of their book - Succession Planning for Real Estate Agents. They share about how a retiree can help an agent who is new to the industry by teaching them their ways of working and letting them take over the business. The core of their book is about how an agent who is thinking about retirement begins to identify a successor, or if you are a younger growing agent, how you sit down and have a respectful conversation with an agent who is near retirement. Tune in now. Episode highlights:

Jessica had a 10-year career in law enforcement and was a federal law enforcement officer. She made the jump into real estate when she decided to start a family.
Jessica has formally done several succession plans with other agents, and just as they were going through those, they realized there was a lack of information out there. They were taking notes, doing interviews and compiling it all together, and then decided to share it with everyone else because money was being left on the table for the retiring agents.
Justin is an academic by trade and by nature. He got his real estate license, and now he is a commercial agent. They are working through a succession plan with the number one Re/Max commercial broker in the St. Louis region and one of the top commercial agents in the United States.
Justin was an unlicensed professional for five years, and as a licensed professional, it's been several months at this point.
The Jessica Ball team with Re/Max Traders Unlimited. Jessica has two other residential agents and an unlicensed administrator assistant office manager who are doing amazing work.
There are 65,000 active realtors today who do not plan to be selling real estate in less than two years from now. In their home state of Illinois, there are more than 7000 Realtors over the age of 60, probably closer to 70. In a lot of the cases, they have almost 2500 realtors who will not be selling real estate in Illinois in the next 24 months, says Justin.
There are agents who want to let go of the business, and they are going to give it to someone who they can trust to take care of their sphere and their clients that they have been working with for years and years and years. There are also new agents in the industry, they are buying Zip Codes and trying all the fancy stuff, spending all this money to try to get leads- there is huge opportunity if they can really work out a deal with a seasoned agent who is wanting to exit the industry and literally that agent is going to put a stamp of approval on you.
The majority of the time people experience agents who are generally flattered and that opens the door for a great conversation.
Through their book, Jessica and Justin teach about 3 kinds of structures and contracts for building the succession plan. They typically tend to find that the best time frame is to have a few years to make that trust transition and to expose your sphere of influence to your successor.
They have found what works best is not only paying those referral fees on clients but including a one-and two-year incentive bonus. Given the average home price in our market, $5000 is a big incentive. “We are at a market where the average home sale price is roughly $150,000”, says Justin.
Jessica is doing her own advertising and marketing. She says that is why a CRM is important, a database where she knows these people here.
At the end of those three years, the successor takes ownership of that database at that point in that sphere of influence. The part of the motivation to really keep in touch with the retirees, a sphere of influence, is knowing that you have the potential to build lifetime clients and referrals of referrals.
Jessica went through those succession plans. Justin and Jessica started to write components of the book about what assets a real estate agent has.
There are advertising contracts and magazines and billboards and right down the line of assets that people don't really take the time to think about their value and how necessary they are to support your business.
One of these other kinds of intangible assets is a seat in some networking groups. Some agents have been in these groups for 10-15 years and so having the successor step into that role takes time to really gain the trust of that referral network in that group.
With a commercial agency it is not necessarily the book of business like it is with traditional residential. They explain the difference.

3 Key Points:

Justin dug deep into the National Association of Realtors profile of real estate agents and there are 300,000 Realtors in the United States over the age of 60 and while there are 10s of thousands of new Realtors joining each year. The average age of agents is going up, and it's just over 56 years old, and they ask this fascinating question on the realtor profile: Do you plan to be selling real estate in the next 24 months and all of the groups? About 20% said they did not.
Jessica and Justin discuss if the younger agents are paying the retiree on all their deals, or is it only specifically referred deals?
As per Jessica, an agent probably can't come out of nowhere. They need to be present and involved in their brokerage. They either need to show that they are there, and they care about the industry and that they are involved in the longevity of it because that is going to be important for the person who is retiring.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
PowerISA (Sponsor)
RedX (Sponsor)
Jessica & Justin Ball:

https://resuccession.com/

https://jessicaballhomes.com/

https://www.facebook.com/JessicaBallHomes/

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On this episode of the Lab Coat Agents Podcast, Jeff talks to Deanna Kory. In today's real estate world, the idea of having to stage a house or even get it ready to sell isn’t high on the list of importance because all you have to do is put a sale sign in the yard, and the thing is going to sell. However, these times are not going to last forever and understanding the importance of staging a property and then leading to the negotiation aspect of it are going to become critically important. Deanna Kory is from Manhattan, New York; She has over 37 years of experience in staging, and she has closed over 2 billion in residential real estate in Manhattan. Episode highlights:

In the beginning, Deanna was a classical musician, studying conservatory in soonest. Soonest is one of the larger woodwind instruments. But she had interest in the business side.
Deanna ended up in New York for the classical music business, but she was making zero or so little that she could not live in New York.
Deanna’s family background is from real estate, and she started in real estate in June 1985.
When you promote classical musicians, it’s not like you are promoting a car or something not flashy. It’s very understated and that’s why it worked out well when Deanna went to real estate business.
Self-promotion is that fine line we talk about all the time now, but in late 80s, it was nothing like what it is today.
In New York there was no such thing as newsletters back in 1985 but having written a lot about public relations, positions and everything Deanna decided that she would use that strain and she would write on her observations about the market.
Deanna decided that she would be giving people information about what they need to know in the business, which she knows people do.
Deanna has been in the business for a lot of years and her goal is always to achieve the highest possible sales price for a seller, and she believes in that because that is part of her value.
If nothing else around you is staged and you stand out with staging, it becomes a better place and makes people feel better about place when they walk into the home or the apartment or whatever it is that you are selling.
When people walk through the listed house you want them to have a positive experience as much as they can from each room.
Lighting is very important in house when client is visiting because it affects how people feel, and even if you don’t notice that, start thinking about it.
Deanna always makes sure that there is light that is all around the room and if you have a light source from a window make sure that when you enter you have a feeling of light because it makes the room feel larger and spacious.
Deanna often work with whatever furniture she has in the space because it’s just the idea of having as much seating in the living room. And when she says floor space she wants to see the carpet area only not the actual floor area.
Deanna talks about the four or five key pieces of staging elements that agents should have at their disposal.
As per Jeff most real estate professionals opt to hire a staging company, and oftentimes it is not necessary because you can just make some minor tweaks that can make a huge difference.
In New York everything gets done by attorneys after agents have negotiated an entire deal and then we have to do a whole board package on top of it. So we really need to make sure that the negotiation is a very good negotiation, says Deanna
If we have an influence on both our buyers and our sellers to get them to a number provided that the seller wants to sell it at a price that is within market and the buyer is willing to pay the price within market. If you don’t make that deal, then you are not negotiating well.

3 Key Points:

Authenticity is really taking hold and social media is becoming a place where a lot of people are finding success by telling their true story.
Real estate was not that big of an industry earlier as it is now and there is a lot you can do as an agent to stage yourself.
Deanna shares that “you do need to be real”. It is important to be out there on a regular basis. The more you are out there, the more you are providing information and giving advice and being real will be very helpful.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
PowerISA (Sponsor)
zBuyer (Sponsor)
Deanna Kory | Website | info@deannakory.com | dek@corcoran.com

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On this episode of the Lab Coat Agents Podcast, Jeff talks to Brad McCallum. About a year and a half ago, Brad started to get a little bit of hype and interest around the videos that they were doing, but he didn’t quite feel like he deserved it yet. Today Jeff and Brad are going to talk about video, building a brand, and growing a massive, successful business!

Episode Highlights:

Brad sold $71 million personally last year. He creates really cool high-end listing videos and then also shares behind the scenes through short form Instagram stories.
Brad thinks the biggest thing that prevents the bottom 98 is “Need.” So, for him it is that need that helps reach that percent even when they grow past the point of having a financial need.
All coaches are now talking about the importance of agents growing personal brands.
Brad had the good fortune of getting into the field of personal branding a little bit ahead of time. It was just because he was a new agent and didn’t have the bad fortune of already making ~$400,000 a year.
Jeff has been in the business 20 plus years and Brad has only been in less than five, but they still found the same path through innovation.
Agents that get tripped up on the idea that they have to be in the top one or two percent to get an audience, to get people to care about them, to get people to like them, follow them, use them, work with them- Tthat is just a fallacy.
When you are short on money, and you don’t have enough clients, and you are wondering what to do, there is a need to develop new strategies in your business; But when you have enough, where is that motivation that you will find in your life to create a need where there really isn’t one?
The necessity to get in front of the camera is not going to make or break you. There are other ways you can do it. You are just creating a disadvantage for yourself. You can create an advantage for yourself by getting over that fear in a sustainable business plan that is above any antiquated plan.
Brad had only had an absolute frenzy of business for the last six to nine months. He shares what that has looked like for him.
Brad has so many more homes to sell right now at a time when most agents don’t have inventory.
Agents, when it’s a buyer’s market, don’t invest into listing and marketing and that stuff, and they don’t do it because they believe it’s going to be a poor ROI.
To project our true selves onto the screen, we truly do have to absolutely amplify our personal traits.
When you are on camera, it sucks 50% of your energy and your intent out of that conversation, no matter what you do.We want people to feel how we feel about them. But the problem is the camera doesn’t allow us to do that, and when we add in that level of self-doubt, that self-awareness that we are in front of a camera, that just pulls away that extra little bit of our real selves.

3 Key Points:

Brad talks about his business in general and how it is built around the whole video concept.
Brad shares how he has built his business in a recession in Calgary. They have only had a market that has been low on inventory for five and a half months.
None of the fame part or the influence part matters for Brad, all of this has been a vehicle for him to provide for his family with a big life and a better future.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Street Text (Sponsor)
zBuyer (Sponsor)
Brad McCallum | Instagram | YouTube | TikTok

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On this episode of the Lab Coat Agents, Jeff talks to Nate Joens. The real estate industry is changing. Being a social media guy, Jeff goes on stage and speaks about how the next technology in terms of AI, VR, AR and blockchain, and more automation are designed to take the jobs of real estate agents; One way to overcome that is through social media. Nate Joens, the co-founder and head of Innovation at Structurely, who is an expert on the AI side of things, is going to tell us how AI, Artificial intelligence, is extremely important when it comes to lead conversion.

Episode Highlights:

Real estate agents and lenders are great at getting out being face to face, and they love getting close to someone, feeling out what they are looking for and what they hate.
Call centers have been around for 20 plus years, and they are not particularly scalable, enjoyable, and inconsistent but, technology solves all those three things.
For so many real estate professionals, follow-ups are a very important piece of their business. For some, it’s the entire piece of their business, and technology essentially solves that.
One of Jeff’s good friends Eric Hatch, who coaches ISA from across the country, says if you don’t have an ISA, you are the ISA, and that is completely true because if you don’t have someone to follow up or chase, it is on you.
Nate shares that one of the things, when they started Structurely, was, they were going to replace ISA, and that was kind of like their lead in, and they were going to displace the market.
Nate ended up finding that their product has a lot better position as augmenting the role of the ISA. Some of their best users and teams today are ISA themselves.
Smaller teams and individual agents who are getting started say, “I don’t have an ISA. I am trying to scale up my team. I don’t have the money or the lead volume to hire an ISA. So, I am going to use Structurely in place of that ISA so I can focus on closing.”
There is a ton of neglected gold in your database that Nate’s product helps work too. You could probably make as much in a month or two months just focusing on your old leads.
“AI definition was the lens that we took when we approached real estate, and our goal from day one was to say our product would be indistinguishable from a human”, said Nate.
Nate is very excited after being in the market for about five years. They analyzed over 5 million of their conversations and saw that 99.9% of their leads believe they are talking to a human.
Nate doesn’t want to be a black box for their conversations. So they have a mobile app and a dashboard, and they integrate with a user’s CRM so one can see conversations in real-time and take over if they want.
If you are newer, you might not have a huge database, but you want to squeeze the juice out of every lead you possibly have, and you can do that with AI.
Companies like Structurely are doing their homework to figure out the right cadence, which probably isn’t one size fits all because every customer is different.
GPT 3 is the world’s largest natural language processing model trained on basically the Internet. Every piece of text that it could glean from the Internet, all of Wikipedia, all of everything it’s trained on. It’s the largest training set of words.
AI won’t replace you, but it will make your job easier and more enjoyable in your life. And it’s the same truth for the VA aspect. It will help them kind of seed their work.
You need an ISA, and you need that function in your business to follow up with leads and qualify leads. You can’t do it in a fake way. You have to have a system in place to do it, and if you don’t have a system, you are the system, or you are the ISA.
You have to make some decisions to use AI, like do you want it fully integrated into your system, or do you want it partially integrated into your system. Nate’s company offers a lot more script customization through their product directly.

3 Key Points:

AI is a computer doing the task or job that a human has done historically. There are a lot of different means, channels, and avenues of AI like predictive analytics, conversational AI, generative AI, computer vision, and many more.
As consistency is key, conversational AI is extremely consistent. You set a program in place, and it will follow up X many times over X many days, no questions asked, and no matter how many leads you throw at it.
A study from the Salesforce team has found that sales teams spend just one-third of their time selling. They are spending 2/3 of their time scheduling appointments, qualifying leads, following up with leads, and updating their CRM.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Nate Joens | https://www.structurely.com/ | https://www.facebook.com/structurely/
Street Text (Sponsor)
Follow Up Boss (Sponsor)

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On this episode of the Lab Coat Agents Podcast, host Jeff talks to McCall Jones. She owns a company called CharisThere are 54 different forms of charisma styles that somebody can be. There are ways that people sabotage themselves on video, are you? How do you create a persuasive video that grabs attention and builds trust with your audience? Tune in to hear from McCall. Episode Highlights:

McCall has 20 years of performance experience. She started her professional singing career when she was eight years old. When she was eight, she went from doing talent shows to doing crowds of 35,000 people in a couple of months.
McCall had a dad who wouldn't speak to her for days at a time if she messed up on stage.
When McCall was building this Charisma-style system, she looked at what gives people the ability to make people pay attention, trust, and act.
There are three ways to move somebody to action. There are only three ways to get somebody to trust you, and there are six ways to get somebody to pay attention to you.
There are different emotions and different intensity levels that every single person has, but each one of those emotions and intensity levels remains within a specific charisma style.
What is the concept of finding your voice?
When people try to find their voice, they repeat and repeat, and suddenly the thing that they measure of success is comfortability.
When people get comfortable, they start to measure their success in the number of the videos published instead of what each individual video does for their business.
McCall suggests that you don't get caught up in how many views your videos get but get caught up in how long they watch, which Jeff can attest to is very hard because he produces many videos.
When you tell your friends to take your advice, and they do it, you're not asking them to buy something. But if they do it, that means your authority's file is great.
It is hard to build trust in one touch, but we always have ways to do that. The longer you have viewers in your universe, the more videos they watch, and the more likely they will develop that prosocial relationship, which means that they know you.
There are six different entertainment styles. Three are hourly focused and less intense, and three are person-focused and more intense.
When you meet a stranger or go to a different table at a networking event, you should shift into the higher intensity version of your entertainment style.
Every time you meet somebody and sense that something is off, it means they are out of their charisma style.
Nothing on camera makes you feel awkward, but what you are doing on the camera makes you feel awkward.

3 Key Points:

There are no good or bad Charisma styles. There is only a right and a wrong for every single person. So if I tried to be you, it would be wrong for me, and it would be wrong for you if you tried to be me, says McCall.
Light, lift, and compassion styles are three ways to move people to action.
If somebody likes you in real life, they should like you on video, and if they don't like you in real life, they shouldn't like you on video, and it all depends on the skill you are using.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
McCall Jones | Instagram | Website | https://charisma.style/
Follow Up Boss (Sponsor)
Chime (Sponsor)

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Most real estate professionals and agents do not take the competitive advantage that they have with their license and the data they have access to for investing in real estate. On today’s episode of the Lab Coat Agents Podcast, host Jeff Pfitzer is talking with Jake Harris about how to make commercial real estate more profitable and easier to manage. Jake is the author of a book called Catching Knives - A Guide to Investing in Distressed Commercial Real Estate. You won’t want to miss this one! Episode Highlights:

Jake kind of grew up on a construction site. He got into the army, and when he was getting out of the army, somebody gave him the Rich Dad Poor Dad book, and it was a lightbulb moment. Now, he has been a professional investor for the last 20 years.
Jake was a bartender at a country club because that is where rich people hang out. He asked their advice and said, “I am 23, ready to grab the tiger by its tail, and I want to build skyscrapers. What should I do? And they said, “work for a contractor.”
Jake worked in commercial construction as an estimator superintendent and as a project manager, did many projects, and started flipping houses.
In the early 2000s down in Phoenix, Jake met Robert Kiyosaki, and he hung out with him at his studio. Robert warned him to be cautious of greed. Robert was from Hawaii, but he moved to Arizona. Jake talks about the journey and what he learned.
The book’s momentum created real revenue for Robert and allowed him to start investing. And then, as a millionaire, he was able to continue to assemble good teams around him and continue to double and triple and quadruple down on real estate.
For Jake, part of writing his book was to showcase or show people like it is not as complex or more difficult to do a commercial deal as it is to do residential.
All the other areas of Jake’s life were bankrupt, but real estate was the thing that he still was meant to do. He shares how he needed to focus on all those other aspects to become kind of a whole life millionaire.
Jake even put one quote on the back of his book from Baron Rothschild, “The best time to be buying real estate is when there is blood in the streets, even if it’s your own blood.”
In the commercial real estate world, putting together the financial systems is not about how good the individual is but about putting together a team because it is a team effort.
What is interesting about commercial real estate and real estate as a whole is you get a free option. There are ways to do $100 million deals with no money, and you only need a goal to find out how to do that.
In commercial real estate, you can tie a piece of property up in escrow. When you are in escrow and tied up controlling it, you have a very intensive time trying to figure out all the things that could go wrong with this deal.
Many brokers want to close deals similar to a real estate agent who sees the transactions going on, but very few own real estate. They all want to be the sponsors, and they know how to structure it.
Reonomy is a commercial real estate database that tracks all the mortgage holders and owners of the particular asset types.
Jake shares his view point on where he thinks the market will go. He also talks about the market shift. He shares his opinion on what is coming, and should investors wait because prices are so inflated right now.
Jake thinks there are opportunities in infill housing that already has the infrastructure built in because of the people buying houses in square footage and rent by bedrooms.

3 Key Points:

Jake focused a lot more on the commercial space, building a hotel on the Riverwalk in San Antonio, converting an office building to apartments, doing new ground-up construction on apartments in East Austin and other markets.
Systems are great for those that want repeatable and predictable success. Jake had a goal to become a millionaire before 30, and he achieved that, but goals are great for those who want one-time success.
For people looking to get from residential to multifamily, it has some very similar mechanisms of fixing up a kitchen, a bathroom, or whatever, and that becomes a very easy place for people to transition to on the small scale multifamily.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Jake Harris | Instagram |
https://www.reonomy.com/
https://www.catchknives.com/
https://www.catchknives.com/course/ - Course 50% off by using the code word Jeff

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How do you choose your brokerage? What is the best place for you? Where is the right leadership? Does it even impact your career? On today’s episode of the Lab Coat Agents Podcast, listeners will get answers to all these questions with Jesse Zagorsky. Don’t miss out!

Episode Highlights:

Jesse has been in real estate for 18 years, and his business partner for his entire career has been his mother, so he is a mama’s boy.
If there is a position in a real estate company or brokerage, he has probably done it. He has answered the phones, booked appointments for other people, and been a buyer’s agent and a listing agent. He has probably done everything, and he ran his own company with his mom for about 14 years.
Jesse has heard an expression long ago, “no matter what we do in this business, people don’t join companies, they join people.”
The way a lot of people train is not aligned with the way a lot of agents like to work these days. Many agents have gravitated towards social media attraction-based marketing, but the brokerages are still training in a certain way.
Jesse knows a handful of agents around the country who still do floor-time shifts and get business. But he thinks the model is shifted, and if agents want leads, they are typically getting them from a team instead of a brokerage.
When you talk about compensation, Jesse would tell agents that you need to educate yourself to at least ask around, especially from a team standpoint or even from interviewing brokerages.
Jeff doesn’t think enough agents define the importance of reasons and decisions in brokerage means to them, which allows segue to the experienced agent.
When you look at the agents that are leaving most companies or transitioning, it is typically agents that aren’t doing a tremendous number of deals.
Innovation drives a growth mindset, and technology is a piggy bag of innovation.
Jesse believes that you can create an amazing tech stack in real estate that has nothing to do with your brokerage.
If you are a broker-owner or a leader, and if you put technology, innovation, culture, education, geography, and training factors together and then rank tham, then you kind of see how important it is to you.

3 Key Points:

Jeff talks about what causes someone to choose a brokerage? He also shares some of the things that newer agents should be looking for.
Some people truly want to be left alone. Their idea of culture is to let them do what they want and don’t mess with them. So it is very different for each person what type of culture they would be drawn to.
If you are getting money upfront from your brokerage, you are paying for it somewhere else, or you are offering such a value to that brokerage that they are willing to have you there because you are the flag bearer that they are going to use you like a moth to a flame.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Jesse Zagorsky |Website | Facebook
Power ISA (sponsor)
RedX (sponsor)

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How many of you real estate agents reach a plateau or a place where you feel like you cannot get passed? How many of you struggle just with yourself, your inner game to overcome your inner demons to take your business to another level? On this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer will be talking with guest, Amira Alvarez, who is a coach and has seen incredible results for her students with her platform called The Unstoppable Woman.

Episode Highlights:

Amira grew up in California, with an upper-middle-class life in the Los Angeles area. She did not have hardship. She doesn't have the rags to riches story. She had great parents who were incredibly supportive.
Many people have a solid standard of living and a good life, but Amira found that she was doing good, but not great. Also, she followed the rubric of how to be successful in life, and she was somewhat successful but not exceptional.
Amira crossed the six-figure mark in three years of business, but she didn’t have any freedom. She woke up at 5:00 in the morning or 6:00, and a tiger chased her all day long.
Amira wanted to do something bigger with her life, and in her case, it was growing her business. Then she had to learn how other people did it, and she started studying success and what successful people do habitually to call themselves to higher levels.
How you see yourself is your identity and if your identity is of someone in the middle class, you are not going to slip below a certain level. You are not going to go above a certain level because your identity is comfortable at this level.
Amira and Jeff discuss why most people don’t make an income breakthrough, and they stay in that same range and become frustrated.
If you are working with someone and ask what you want and your goal, they hedge for a little while because they are uncomfortable claiming what they want.
How does the subconscious weigh on your success? There are the thoughts of ‘what if I fail? what if I invest this money and I lose it all?’ And that is your self-image coming and stopping you from taking the next step.
Jeff asks Amira to share what her self-image barrier is and how she gets past it; How can somebody overcome that stuff?
Amira had to study and get an intellectual framework for helping her see where she was getting in her way because otherwise, she was going to keep living out how she was living until her mid-40s.
If you are not getting the results that you want, whether it could be income, health, fitness, or any part of your life, there is something that you are doing to self-sabotage because, otherwise, you would be getting those results.
Jeff knows Amira has some successful real estate clients. He asks Amira to share an example of someone who started here and had X breakthrough and went to the next level of what they do.
Jeff knows he needs to hire help, but he is afraid to take two steps back to take ten forward in subconscious fear. He asks, ‘Is this the mental block, or is this who you surround yourself with? What is your take on this, and where do you see most people kind of breakthrough?’
Amira believes in putting yourself in an environment where you are called your highest and best self. Every time she has done that, she has leveled up.
Amira is not scared of her own shadow anymore. She is not constantly doubting herself inside, She is not exhausted, and she is excited about life and all that came from breaking through the self-image that kept her at a certain level and made her completely unhappy because she wasn’t living to her potential.
One of the biggest breakthroughs or turning points for Jeff’s business was joining the closing table mastermind group.
Jeff is focused on staying in his lane and continuing to scale the lanes. Scaling ourselves and growing and getting better and innovating- If we keep making that money will follow.
Deep commitment to improving your best and giving more is why you keep getting compensated at a higher and higher level. You need to be obsessed with the process and learn how to bring unique values.

3 Key Points:

Amira wanted to do something bigger with her life, and in her case, it was growing her business. Then she had to learn how other people did it, and she started studying success and what successful people do habitually to call themselves to higher levels.
One of the biggest things that Amira learned was that your results don’t lie, and it goes hand in hand with the concept of the amount of growth that you will experience. The amount of growth you can experience is directly proportional to the amount of truth you can accept about yourself.
Money is not going to rain from the sky. You have to do the work, but there is a way to shortcut it. Amira helps listeners evaluate where they may be getting in their own way from succeeding.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Amira Alvarez: https://theunstoppablewoman.com/
https://www.facebook.com/theunstoppablewomanpage
Power ISA
Street Text (Sponsor)

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On this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer talks to Ryan Garson. People know Ryan from the Very Social NYC, a content creation app for Instagram. We also have two wise experts in the book writing field joining him today, Michael, the publisher, and Jeff, the copywriter/ghostwriter. Ryan is a real estate agent and has been in the real estate business for eight years in Manhattan, and he has a ten-person team. About four years ago, he started to market himself and build a brand on social media. Tune in for all of the details!

Episode Highlights:

Ryan wanted to create an agency that could help other realtors build their brand on social media, help them sell; His goal was to free up their time to sell more real estate and still have their social media on point.
With almost 90 clients, Very Social is more than just an Instagram company; they are a full-on agency for real estate agents doing LinkedIn, YouTube, TikTok, email newsletters, and paid to add.
Ryan felt he is most comfortable talking to realtors because that’s what he is, and that is what he knows best. So, Jeff and he wrote a book together, spent probably a good six to eight months putting this book together.
Writing a book is the next level. It takes time, effort, and money, but it is an investment in your brand and yourself that could pay 10X, says Ryan.
Michael has been in publishing for 25 years. He has authored or ghostwritten probably 20 books himself, working on 70 traditionally published books.
Michael believes in strongly using books to help establish a platform of credibility for whatever business he is in; It gives you instant authority in whatever subject you are talking about.
Ryan is being a little bit modest about the story behind this book because the fact is he was able to leverage social media to generate $300 million in sales, and that is a story worth telling.
Ryan talks to realtors about social media every single day. He hears their pain points and their success stories. So, he has become an expert on it.
Jeff says many people have a misconception about ghostwriting that it is almost like a very long version of paying someone to write or do your homework for you.
A ghostwriter’s job is to collaborate. There are your thoughts and ideas, and you are the expert to teach. Ghostwriters in the process flesh out the verbiage in a way that your reader can understand in a methodical way, and then it’s in your voice.
Jeff has written books in as little as three months, and duration also depends on the book’s length. The longer the book, the longer it takes, and the more complex thoughts, the longer it takes.
For a businessperson, you will probably not make a mint on book sales, but to bring in new business, it’s a no-brainer, says Michael.
If everybody else is handing out business cards and you are handing out a copy of your book, you will look better.
If you have a unique value proposition and a new approach to the market or a new way to deal with the market issue, Micheal thinks that is the time to write a book.
Ryan had a real story to tell, and he also gave a lot of advice on making your social media better. But if you are fit in this business and successful, you have a story to tell.

3 Key Points:

Ryan is a content creator himself. Jeff writes all his newsletters, and he has worked together for ten years. He did years of newsletters super consistent, always on point articulate, and most importantly, he got his voice.
Ryan shares if real estate agents want to write a book, where they could derive their inspiration for a topic around a book based on his experience with other authors.
If book cover design distracts from the title, then it is distracting from what you are trying to accomplish with your book. Every publishing deal is a rush job, but then you could sacrifice quality, says Michael.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
https://www.compass.com/agents/ryan-garson/
https://www.amazon.com/Very-Social-Broker-Strategies-Business
https://www.instagram.com/ryangsellsnyc/?hl=en
https://www.verysocialnyc.com/ - mention Labcoat agents for discount
https://go.oncehub.com/MichaelJKlassen
https://illumifymedia.com/
Jeff McQuilkin, ghostwriter. wordsmithmcq@gmail.com
Street Text (Sponsor)
Follow Up Boss (Sponsor)

The Very Social Broker: Social Media Secrets and Strategies to Make Your Real Estate Business Explode

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If you are not shooting videos every day, maybe multiple times a day, you are quickly going to get behind in the real estate world, and that might sound daunting, but it's not. Our guest today on the Lab Coat Agents Podcast, Mr. Darin Dawson, the President and Co-Founder of BombBomb is going to help you understand why it is not because you only need to be sending communication videos between you and your customer, one to one. So that is what we are talking about here and you don’t want to miss it!

Episode Highlights:

Darin's friend Conor whom he met around 1998 was working in marketing, and he came up with this idea, “wouldn't it be great if we could send videos instead of emails because we are better in person?”
Whenthey got the idea for BomBomb, Darin was leading the online sales efforts at a TV station, a small NBC affiliate.
In 2005, there was no YouTube, and the iPhone Gen one didn't have a camera in it, and they decided that they were going to do video email for communication. So they set up a server in Conor's closet to host one video on it, says Darin.
They partnered up with the third co-founder, Kevin Dibble, who was used to running the business for this day today. He helped them build their first developers and stuff fundamentally. Patrick McDavid was the first software hire we ever made, and he is our CTO now, says Darin.
Conor was looking to purchase the bomb.com domain, but it was unavailable, so he purchased bombbomb.com. We were trying to find a name that would be catchy and that people would be interested in what it is, says Darin.
Jeff asks Darin to tell the listeners the general concept behind using video as a one to one communication tool in business, its psychology, and why it works?
The reason loan officers, real estate professionals, and financial planners showed up early with video communication is that they all rely on repeat, and referral business and relationships are core to your success, says Darin.
How you show up as a human being is why people buy your service in this industry.
BombBomb allows you to scale face-to-face interactions with the people you get business from. We are in a tighter market, and in a tighter market, you go out to do things that stand out from the crowd and be different from everybody else because we are all the same in the consumer's mindset, says Darin.
If you invite old clients into a group where you are just sharing valuable, interesting, or just fun stuff that creates engagement, they choose to accept the invite and open the app every day, says Jeff.
Jeff has countless success stories from his people who said the borrower called me back and said I am going with you because of your video. It helped me understand what you described, and I could sense your excitement for us.
BombBomb gives you Intel to act on your best activities, and you can have the best success in the business you're trying to move forward.
Jeff inquires , “If you are in a position of recruiting or you know that this message needs to be received by the buyer, seller, or borrower because it's time-sensitive and so being able to see whether or not they opened it and watched it, that's critical, how does that work?”
“If you are in the mortgage industry and are not using BombBomb, you are inefficient because it saves you so much time, puts you out of your head, and positions yourself as an authority,” says Jeff.
The reality is we are not meeting with all of the clients face to face, and even if you are, you're making the meeting face to face a lot more efficient because they already have a heads up about what they're ready to expect, affirms Jeff.
That stat says 90% of home buyers would use their agent again, but only 13% do because they never hear back from the agent and they're not remembered.
“For clients, be a person, be a human being, say thank you just like you would anyone else because it's common decency and send them thank you videos so that they can remember you and you are going to feel great,” says Darin.

3 Key Points:

There are other ways to do marketing like cold calling and door knocking, and you can do that, but if you want to attract and use different means of marketing that will grow your business, you have to do video, says Jeff.
The main reason to start BombBomb was to send personal videos and talk about what we wanted clients to consider purchasing from us, and with that, we would make more money, says Darin.
In BombBomb, we focus more on the recipient experience than we do on the sender because we want the recipient to be used to this easily, explains Darin.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Darin Dawson | LinkedIn | https://bombbomb.com/ | Book
Follow Up Boss (Sponsor)
Chime (Sponsor)

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On this episode of the Lab Coat Agents Podcast, Jeff talks to Barry Jenkins about middle funnel leads. If you aren’t familiar with middle funnel leads or don’t know what to do with them today is the time to learn. Barry is the CMO of Better Homes and Gardens based out of Virginia Beach. His team sells over 900 units per year. He is also the head realtor for Ylopo, which teaches lead strategies to agents. He also wrote a book called, ‘Too Nice For Sales’. You don’t want to miss this.

Episode Highlights:

What are the middle of the funnel leads? What do you do with them? Barry is going to teach about them today.
Have you heard of Ylopo?
Tooniceforsales.com is a really cool resource for agents. Make sure to check it out!
Barry shares his background and journey in his career. He struggled a lot
Barry explains what he has done with Ylopo and how it connects to the content of his book, ‘Too Nice For Sales’; The kindle and audible versions are available. The printed version should be available on Amazon on March 5th.
Who doesn’t want an abundance of sales? Barry explains how he had learned to scale a business off of the bottom of the funnel leads.
How are you going to be successful in the next 5-10 years with online lead generation? Barry has insights and advice for you.
Jeff asks Barry to explain how he has said he learned how to sell unethically and how he has evolved from there.
Barry shares his story from 2008 when the market crashed and he had to get another job to support his family and how he had some miserable experiences that lead to a crisis moment of learning what worked and how he wanted to live his life.
Your desire to help people regardless of how they react to you should be your motivation.
Teaching nice people how to have uncomfortable conversations helps them to not be useless.
There are problems with the classic pushy sales pitches. What are better ways to handle resistance?
Barry shares common rejections when you call a lead and misunderstandings that agents have about it.
A recent study said that 92% of all New Year’s resolutions fail by January 28th. Why is that? How does that apply to real estate?
Make customers feel amazing about their objection and act like they need you by asking really good questions.
How do you build an authentic reputation?
Empower your customers by making everything super easy for them and not waiting for them to get ready.
Barry talks about how he learned to speak with eloquence and impact. He created a course that goes through each chapter of his book that leads to success in question asking.
Recording calls that agents have with clients and going back to listen to them is so critical. Why? Jeff and Barry discuss how to find success in this area.
Use Facebook groups, join them, follow them, and look for the people who are asking questions. Build community to build business.
Jeff asks Barry to share practical strategy for engaging with the leads in a pool where a lot of people aren’t swimming- the ones that are “not quite ready”.
Barry shares about the training that he offers and how to connect with him.

3 Key Points:

The middle of the funnel leads deserves your attention. Barry has a passion to help folks realize there is a lot more money out there than they think.
Sales strategies can go in a lot of different directions and understanding what is ethical and what your passion is so key. Creating a false sense of urgency does work but there is a better way to help people.
Putting your own interest second and having an authentic conversation with customers goes a long way. How you handle tension and evaluate what the right decision is for a client should outweigh just wanting to be nice and it is better for everyone in the long run.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Barry Jenkins Too Nice For Sales | Ylopo 2022 Success Summit | https://buyingva.com | text the word “nice” to 757-780-1241 to get added to his community |
Chime (Sponsor)
RedX (Sponsor)

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On This Episode of the Lab Coat Agents Podcast, Hal Elrod, International Best-Selling Author of The Miracle Morning and The Miracle Equation, talks about the 6 habits and routines that successful people practice daily and how you can get started towards achieving your goals with them. Hal, who has almost died twice, shares his amazing story of overcoming debt and mental and physical stresses to growing his business and improving his daily practices. Episode Highlights:

Jeff Pfitzer introduces Hal Elrod’s accomplishments.
How did Hal Elrod’s The Miracle Morning come about?
What are the six practices of successful people?
What epiphanies did Hal Elrod have after discovering the six practices of successful people?
Why does Hal continue to do the miracle morning after all the success he has already achieved?
Hal discusses the words “miracle” and “faith.”
If you waste your morning you are just playing catch-up for the rest of the day.
What is Hal’s favorite of the six practices?
Have a deep and meaningful “why” for your actions.
What are the actions you must take to fulfill your ‘why,’ and when will you do them?
Your success is inevitable with unwavering faith and putting the time and effort in.
Why do people feel a sense of urgency to want everything right now?
Life isn’t about where you want to go, it is about where you are at right now.

3 Key Points:

The Miracle Morning was written in three years, has sold over 1.7 million copies, been translated into 37 languages, has had over 2000 5-star reviews on Amazon.com, and has been read in 70 countries.
The 6 Practice for Successful people include: meditation, affirmations, visualization, exercise, reading, and journaling.
You have to take responsibility for your life, for everything around you and everything inside you.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Hal Elrod: halelrod.com Linkedin Twitter
“The Miracle Morning”: miraclemorning.com

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer talks to Borino, an expert on expired and FSBOs who has an inspiring journey in real estate. He shares some of the success secrets he teaches in his course and how they can help you achieve the life you desire. Episode Highlights: * Borino was born and raised in an acting family in Czechoslovakia. * When he was blacklisted as a college student, Borino left his country and eventually came to Los Angeles. * His real estate journey began when he saw an ad for free real estate classes, but he did not succeed immediately. * At one point he was sleeping in his 1981 Cadillac DeVille. * The work of Tony Robbins had a huge impact on him. * Once he began to uncover his limiting beliefs, his circumstances changed quickly. * Develop the right mindset, put systems in place, and take massive action. * Borino recommends several books on mindset and marketing. * He began to study psychology because he wasn’t good at sales. * Being able to develop genuine connections through conversation is by far the most important currency you can develop. * He started with expired listings, zeroing in on people who were already in the process. * Teaching his Expired Plus system became his full-time job around 2004. * Borino explains why he moved from LA to DC. * Jeff asks what about the secret sauce to working expireds and FISBOs. * Borino wanted listings quickly and he didn’t want to spend a ton of money on marketing or follow up. * There wasn’t a lot of competent competition. * He says these are easy leads and easy listings to get. * They are the only two leads you can pull right away. * Shift your mindset if you want to execute on these leads. * When you are confident, competent, and pleasant, most people will be pretty nice. * Go in believing it will work. * Expired Plus is a multi-channel approach. * Call, text, email, mail them if you can, visit if you can. * The first objective is to determine if the property has been relisted. * An in-person visit is the most time-consuming but it has the most impact. * Don’t confuse drip campaigns with follow up. * Impact happens during communication and conversation. * Anything that doesn’t feel robotic or automated is good. * Most of your competition will give up way too soon. * It generally requires 5-15 follow up touches. * If you are real, helpful, and authentic you will succeed. * Don’t overthink it. * The FSBO approach is all about how you can help. * Come from a place of contribution. * Just relate to them and you’re going to attract them back. * Borino used to role-play and practice every day. * Practice the first few seconds of a conversation. * You have to be willing to be uncomfortable to get good. * If you stay with it, there’s a payoff at the end. * Start from wherever you are. * If Borino figured it out, so can you. * It doesn’t require massive amounts of anything. It’s doable.

3 Key Points:

Develop the ability to create genuine connections through conversation.
Expireds are easy leads and easy listings.
Start from where you are and don’t give up. Everyone has the capacity to do this.

Resources Mentioned:

Awaken the Giant Within (book)
Think and Grow Rich (book)
Outwitting the Devil (book)
Frank Kern
Jay Abraham
Expired Plus
Lab Coat Agents Podcast Episode 27 with Nikki Klein
Borino’s YouTube channel
Real Estate Rockstar Agents Facebook group

Think and Grow Rich: The Original, an Official Publication of The Napoleon Hill Foundation

Awaken the Giant Within: How to Take Immediate Control of Your Mental, Emotional, Physical & Financial Destiny!

Outwitting the Devil: The Secret to Freedom and Success (Official Publication of the Napoleon Hill Foundation)

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On this episode of the Lab Coat Agents Podcast, Jeff talks to Simon Severino, the founder of strategy sprints; The company focuses on helping professionals get out of their business, take back control of their time, and do everything they dreamt of doing when they got into real estate. Simon started it as a passionate solo entrepreneur helping people. They called it a double your revenue 90 days, and the company even has a 100% money-back guarantee policy. Tune in now.

Episode Highlights:

The two things that affect real estate agents are 1) making money like a struggle, and 2) Some agents are earning a lot of money, but they are burning themselves out.
Simon is the CEO who can easily get distracted by stuff, and to stay on track he has three habits: daily habits, weekly habits, and monthly habits. He also has three strategies to double-check if he takes on a project or not.
There is no reason to get more leads if you don’t have a machine that turns them into your clients and it is too far away from the clubhouse.
Jeff asks, “How can you always identify an increase in your frequency, conversion rate, or price in just one hour with Clubhouse?”
Many agents invest in Zillow or realtor.com or something like that and it is usually a numbers game. It is going to take 100 leads to close one.
Be as specific as possible and carve your niche, especially at the beginning, when you enter a market, and later on, when you dominate the market, you can grow and defend the market with a broad approach, says Simon.
Jeff inquires, “How would you respond to somebody who says they just don’t follow a calendar?”
When you make your decisions, don’t decide on narratives. Decide on your reality, and your numbers tell your reality, says Simon.
If you are running faster than others but in the wrong direction, that is the worst thing you can do.
If you want to work 8 hours per day. Simon would want you to do 8 hours of the most promising conversations. So you don’t waste client time, and you don’t waste your time.
There is no downside if you have a franchise or certification model. If you have a terrible sales month, nothing happens. You don’t have to fire anybody because they pay to be on your team, says Simon.
Jeff asks, “If you are a salesperson, what is an idea that you would have for a realtor to get variable versus fixed?”
Simon suggests creating an intelligent system where people pay to work with you because it’s an incentive for them. As a result, they get better deals, better clients, better projects, better working time, less travel, or maybe a combination of all of these things.
Once you have a genuine business partner, it can become a marketing machine, affiliate partnership, or sales machine. This will make your brand better, and you have something that works, says Simon.
Establishing a Facebook Group where you are going to put all of your friends, family, and past customers to stay top of mind awareness which in my opinion is probably the best CRM you can have, says Jeff.
Simon prefers to find the direct path. The direct path might be 8 hours on Zillow until you hit the 500,000 per year, and then you scale it from there, and then you don’t need anything else.

3 Key Points:

The cost of acquiring a new client is much higher than just having a happy client that works again with you. It will be different in different sectors.
Growing a business is the grind of getting as many conversations as possible and closing them.
As a real estate agent, you need some variants of leads because if you focus on the leads, you are going to be burnt out because

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Simon Severino | Website | Facebook | YouTube
Follow Up Boss (Sponsor)
Chime (Sponsor)

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On this episode of the Lab Coat Agents, Jeff talks to Fred Vallaeys. He is an absolute pioneer in the PPC world and is now the CEO of Optmyzr. Optmyzr is a PPC management platform. Fred is an author of a book called ‘Digital Marketing in AI World: Future-Proofing Your PPC Agency’. He is writing another book as well. Tune in to hear from him. Episode Highlights:

The most exciting thing in the world, like technology, gets invented in Silicon Valley. At the age of 15, from Fred’s perspective, computers and everything exciting in the world was happening there.
Fred’s first interaction on the Internet was his dad sitting him down and asking him, “What is it you want to achieve? Let’s write down the steps that we are going to need to take.”
When Fred’s dad moved to California, he worked in a computing company doing servers. Hospitals and banks used it and where transactions were mission-critical.
Jeff asks Fred, you were one of the first 500 employees of Google so, tell us how you got to Google and then tell us a bit of the culture that it was back then and is it still like that today that you know of?
Fred went through an interview process with Matt Cutts, whom most people recognize as the Google SEO guy. He was looking to build the SEO spam team, and he needed some help.
Fred dabbled in PPC advertising back in 1998, and Google was the only place to do pay-per-click and keyword advertising.
Fred became an eBay affiliate for 21st-century car insurance, and he started buying ads and various keywords for the businesses. Finally, he figured out what clicks he could get cheaply and with a decent conversion rate to make money on the spread.
While the engineers at Google were building products, Fred put products into practice and shared what needed to be better. There is a big divide between what the engineers theoretically built and how you put it into practice.
Jeff asks what evolution looks like for the PPC world and ad words and how it applies to the real estate world.
Fred was one of the original team members on the Ad Word editor team, and he was on the team that acquired Persian, which is now known as Google Analytics.
Google’s mission is to have long-term loyal searchers, and the way that you get that is by consistently being good at answering questions, says Fred.
Jeff asks as a realtor if I want to grow my Google presence and start working my way towards ads, what is the best piece of advice that you can give somebody to simplify that process so they can get into Google?
Jeff asks, what are some of the more significant mistakes you see people making as they get into this PPC world?
Google knows a lot about users through previous searches they have done, through previous behaviors, and what kind of websites they read.
In our world, there is a sea of sameness. A lot of people are doing the same stuff. They are using a lot of the same tools, the same automation, and styles of marketing. So, Jeff asks, what do you recommend for someone to be more effective than the masses?
Jeff inquires, how would you compare an Optmyzr to something like a tube buddy that helps you tubers optimize and use proper keywords?
Optimyzr knows what you want to achieve and will help you achieve more results in less time. If you’re a realtor you want to dabble in PPC, it’s a good place to get your beginnings, says Fred.

3 Key Points:

Fred was one of the original team members on the Ad Word editor team, and he was on the team that acquired Persian, which is now known as Google Analytics.
One of the bigger problems advertisers have is keeping ads In Sync with the ever-changing inventory, which can be challenging. Optmyzr has tools like Campaign Automator and a big realtor for realty companies, says Fred.
You should have your Google cookies running on your Google tracking code so that you can automatically start to retarget customers as they go and do other things, and it is not very complicated, suggest Fred.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Fred Vallaeys | https://www.optmyzr.com/ | https://twitter.com/siliconvallaeys
Chime (Sponsor)
Red X (Sponsor)

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On this episode of the Lab Coat Agents, Jeff talks to Alicia Jarrett. She is a very successful investor in real estate; Doing deals on a yacht in Croatia and the Ski hills in France are the things that caught Jeff’s eye. So many realtors spend so much time working our lives away, and we need to figure out how to get out of the business and operate from wherever we are. Want to invest in properties but concerned about what and where? This episode is for you; tune in now.

Episode Highlights:

Alicia says that they are all about lifestyle because they only get one shot at this thing called life, and it better be a good one.
Australia is quite limited in real estate. You can do the strategies, but access to information is deficient compared to the US because the US is a land of opportunity and land of data on anything and everything, explains Alicia.
Alicia says that they went to a couple of different information sessions online and in-person to check out other markets and what people were doing.
When Alicia started they did great on quite a few deals and found it very easy, but then the market changed within a couple of months. They started to see things getting off-market, and having property became very difficult because everybody wanted to fix and flip houses.
Alicia’s main goal was that as long as they have a laptop and a phone, they should be able to operate this business from anywhere in the world, which is still their goal.
The point of entry into the market in Australia is massive. No matter what strategy you’re doing to buy a property, you need a lot of money, and then to develop that property, you need a lot of money because the cost of contractors is very high, says Alicia.
Jeff asks, “If someone lives in a market where there are not many opportunities available to invest, but one still wants to invest, what are the steps or processes to follow?”
The conversion rate when you are trying to get off-market is about every thousand that you reach out to, you might get one property back, and to know what you’re doing and you have got your blind offer strategy down the path.
We have done a lot of training on building relationships with our sellers and buyers because it’s about trust, particularly for landowners who have been sitting on a property for a long time, says Alicia.
Jeff asks, “Except Florida, are there any other states where you put more effort or see more opportunity?”
Jeff says that we all understand marketing to sell a property or maybe marketing to self promote but marketing to find a property… What does that look like for you?
These days, we are dealing with sellers who are in their 90s, and our youngest seller has been 19 and also we are working online and offline together to create the best customer experience.
Many real estate investors are great at doing the deal, but they’re not so good at writing their business strategy and plan.
No matter what asset class people are in real estate,if you don’t know how to do something, don’t do it, get someone else to do it, says Alicia.

3 Key Points:

The average real estate price in Melbourne is 1.2 million just for a house, and vacant land is rare. A lot of people buy an old house, knock it down, and that becomes their vacant land, says Alicia.
Alicia says that they want people with old property for more than ten years and still sitting in the family and doing nothing. They pull that data, and they want to ensure that there is enough data for us to do deals.
As a real estate investor, we break up marketing into two categories, acquisition, and disposition. Marketing is all about the number of touchpoints you can have to build relationships, says Alicia.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Alicia Jarrett |888-538-5478 | Alicia@superchargedoffers.com
RedX (sponsor)
Street Text (sponsor)

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On this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer talks with Mrs. Connie Kadansky; She is an expert at helping others overcome call reluctance. It is something that so many people in the real estate industry continue to struggle with or downright ignore as they progress in their careers as real estate professionals. Whether you are an individual realtor, or you have a brokerage or a team, Connie has helpful insights for you!

Episode Highlights:

Connie always wanted to solve her problem because she was motivated and goal-oriented.
After reading the book, ‘The Psychology of Sales Call Reluctance’, Connie realized that she had call reluctance which is the emotional hesitation to prospect and self-promote.
When salespeople have call reluctance, their mindset is on themself.
No matter what kind of phone call you are making, be sure that before you pick up the phone, you ask yourself what you have to offer that could create value for them today.
Connie suggests, when we are calling somebody, we are looking for them to have a business relationship. We cannot have a relationship with a prospect that clients don’t have three essential components: 1) shared interests 2) shared care, and 3) shared commitment.
Once you get past the sales reluctance of making a call with the client, how do you keep moving down the line and converting them into customers?
The barrier to entry is not that hard. If it were hard, there wouldn’t be two to three million agents operating all around, says Jeff.
All relationships reflect the relationship that we have with ourselves. Take it as an adventure and learning experience.
Connie discusses how self-promotion has a little bit of bad connotation sometimes with people and how to overcome that thinking.
We have to be consistent at what we do and being consistent as real estate agents, we can professionally manage our visibility, suggests Connie.
Jeff asks Connie, when you advise a team leader or broker or a business owner trying to help their people be quicker, more assertive, and more eloquent, how do you advise them?
If someone is projecting negativity onto their prospect and holding that, we need to think of them as human beings.
Jeff asks, “As real estate agents, we are always taught to keep going; At what point do you wave the white flag as the person making the call?”
The best salespeople are out there who are mentally fit and know their value.

3 Key Points:

The phone is so darn heavy for us because people don’t see their phone as their ATM. The real estate agents answer their phones all day long because they have signed in with their phone numbers, says Connie.
The best callers are not best because they are the most eloquent. It is because they are the most prepared. A phone call is not about having that salesman silver tongue. It is more about preparation, practice, and being prepared.
When we have call reluctance, we are more up to protect ourselves. We are protecting ourselves psychologically, says Connie.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Connie Kadansky | Website | LinkedIn
Street Text (sponsor)
Follow Up Boss (sponsor)

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On this episode of the Lab Coat Agents Podcast, Jeff talks to Andrew Abernathey. He is 27 years old and has been in Real Estate since the ripe age of 13. He has grown his business and asset worth to over $100 million, all of which is through real estate endeavors. Simply asking can open doors. Tune in for his fascinating story.

Episode Highlights:

Andrew tells the listeners what he has built, and how he built it. He tells his story, where he came from, and what led him to where he is today.
Andrew was into farming. He started knocking on doors and raised $10 million in 11 months because farming was good, and nobody was targeting North Dakota.
What is the legal way to go about setting up a holding company? Jeff asks, is there anything valuable to know so that we can know how to do the same?
Jeff says, “Real Estate will be a booming industry; Are you just afraid of the details or the little bit of added risk, so you are taking the easy street?”
Andrew owns the construction company, a garage door dealership, an equipment dealership, and then they are also going to add some other vertical integration pieces.
It takes 12 months usually to get a lot from purchase to construction, and then it goes to the raw construction group, and then they take about ten months to build it, and then it goes to extra space.
Jeff asks, “At what point do you stop going out and asking for money and just using your own, or does that never stop?”
Jeff asks, what advice would you give to get your child out of a usual mindset and into a perspective more like yours?
The youth of America tend to spend more time trying to chase influence and chase YouTube stardom, Tik Tok stardom, and things like that, says Jeff.
The sooner you quit lying to yourself in life, the better off you’re going to be. Find your passion, try a bunch of things, fail a bunch, and then when you find your passion, stick to it and don’t care about what anybody thinks, says Andrew.

3 Key Points:

Andrew says that they bought a publicly-traded insurance company in Alabama, but they had to go in and get an exemption from the insurance state commissioner because they must be 30 years or older to be on a public company board.
The first thing in any business that you need to focus on is- what are your efficiencies? Every real estate class is different, but there are mindless efficiency and amounts, says Andrew.
Income does not tell your net worth or how you live. It describes how much you must work with living and doing your life.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Andrew Abernathey http://www.andrewabernathey.com/ |
https://abernatheyholdingco.com/
Follow Up Boss (sponsor)
Chime (sponsor)

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On this episode of the Lab Coat Agents Podcast, Jeff talks to Rod Khleif; He has been in the business for a long time and has recovered from $50 million in losses from the crash in 2008. Rod is a person who understands the psychology of overcoming failures and is now creating massive success. Tune in for his incredible insights!

Episode Highlights:

Rod is a big-time investor in the real estate world and author of a book called ‘How to Create Lifetime Cash Flow Through Multi-family Properties’.
Many realtors are performing at a very mediocre and below level, and many of them are going to ride the roller coaster because they have a hard time finding success, which is a topic that people need to hear, says Jeff.
Rod met a guy who taught him the importance of mindset and psychology. How indeed 80 to 90% of your success and anything is your mindset and psychology.
Rod thought he was a real estate God when he earned $8300 an hour over a 40-hour workweek for the year, and he felt like he could do no wrong; Then, 2008 happened and he lost everything.
Nobody has it better than you to find the assets and capitalize on them. There’s nothing you can’t do, or be, or have if you set your mind to it, says Rod.
When you first buy a car, you never really notice them before purchasing the vehicle, and they are everywhere. That is your reticular activating system, and that is why goals are so important.
Napoleon Hill talks about in his book- if you don’t want it, you’re not going to be able to push through fear and limiting beliefs.
Once you have goals selected, write why you have to achieve every one of those goals with vivid language that inspires you, says Rod.
Get pictures of your goals, put them around you, do vision boards of things you want, and put a screensaver of the same because that is how you make this stuff happen.
Jeff asks Rod, “What are two or three things that are on your vision board now?”
Rod recently closed on a 300 unit apartment complex about 2300 doors to his students in the last couple of years, but building a self-sustaining school in Latin America is something he is going to do.
What comes after fall is winter, so you should consider making investments. Also, you should be thinking about how you might pull through if the market collapses because when it does, sales drop through the floor, says Rod.
If you haven’t experienced failure, you assume success will continue, says Jeff.
Residential real estate brokers don't know how to evaluate a multifamily property properly. Some of the best deals Rod has seen are where a residential broker doesn’t know how to value multifamily property.
You choose the meaning you place on something that happens to you. Two people can have the same perceptually horrible thing happen to them, but one person could come out stronger, and the other person comes out destroyed, says Rod.
There is no greater force in human psychology than the need to remain consistent with how we identify ourselves.
If you have achieved a big goal, you have to have other goals lined up. You need a vision for your future, says Rod.
Jeff inquires, “Is there anything tactical or technical in the list that an agent, realtor, or real estate professional can hang if they go through failure?”
With cash flow, you can survive anything, and it is the biggest thing Rod wants to tip to any agent or realtor.
If you are selling real estate but not acquiring assets, you make a big mistake because you are in the perfect position to capitalize.

3 Key Points:

Rod got his real estate broker’s license when he turned 18. Back then, you could become a broker through education, but now you need some experience.
The world needs leaders, but you have to pay attention to what you are focusing on. Positive or negative focus is critical, says Rod.
Tony Robbins calls an important principle the science of achievement versus the article of fulfillment, where achievement is a science, but fulfillment is an art, and you have to tap into what motivates you, says Rod.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Rod Khleif | Website | Boot Camp | Lifetime CashFlow | Text Multifamily to 72345
Chime (sponsor)
RedX (sponsor)

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On this episode of the Lab Coat Agents Podcast, Jeff talks to Dustin Heiner, founder of ‘Master Passive Income. If you take advantage of the opportunity right in front of you, you have an option to sell real estate, which gives you access to properties and the ability to do more than be the listing or buyer’s agent. Wouldn’t you like to be successfully unemployed?

Episode Highlights:

Jeff asks Dustin, why are you different? Why does what you teach work better than probably all other experts?
Dustin started ‘Master Passive Income' after he became successfully unemployed. When he was 37 years old, he quit his job because he had enough rental properties, cash flow, and 30 plus properties.
Everyone needs to realize that your value is not in your job. It’s in you. Your boss is only paying you just enough to keep you working without quitting, but not so much that it takes money off their table.
What is the tipping point? How many properties or passive income, or how much ROI do you need to have to get to that point where you could say I’m quitting my job?
Dustin talks about how he got into buying properties. How did he afford a down payment? How did he go about scaling and building up enough reserves consistently to be able to put down payments?
What about strategies related to niching down to the specific area in the town or the city? Does it matter if it’s a beat-up part of town versus a higher-end? Is there a certain rent price point to be looking for? How do you establish all of this stuff?
People do not adequately watch videos on having a good property manager. If you don’t have a property manager who will manage your property, you don’t have a business.
What are the specifications to be looking for in a property manager?
The property manager customer is the landlord, the product is the property, and the tenant is just paying for that. So their customer is not the tenant. But, on the other hand, I am their tenant, so they’re looking to benefit me, says Dustin.
We ask questions that lead to helping property managers answer in a way that we want to hear their prior experience.
What are the three best markets to invest in right now?
There are many other ways to make passive income. Dustin says that real estate is by far the best. Every business he created is a passive income style business from this point forward.
Get your finances together, get yourself in a position where you can qualify to buy property, but the most important thing is if you want to follow a strategy, think passive, suggests Jeff.

3 Key Points:

Dustin shares his story about how he got over the hurdle of not wanting to work anymore and how he became successfully employed as an investor.
Every piece of property you buy is another piece of inventory you put into your business, and that’s how you scale the business.
For a realtor who is brand new at investing, What is the most critical thing to focus on before buying a property?

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Dustin Heiner | https://www.masterpassiveincome.com/freecourse

Get Free Course by texting Rental to 33777

https://www.youtube.com/user/triune51

https://successfullyunemployed.co/podcast

RedX (sponsor)
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On this episode of the Lab Coat Agents, Jeff talks to Vanda Ferreira Martin. She is an anomaly in the real estate world, especially coaching. Vanda came to America 33 years ago without English and a suitcase full of dreams, ambition, and a lot of hope. Don’t miss her inspiring story and great insights!

Episode Highlights:

Vanda says that she had always told herself that she would sell real estate one day when her English was better, and in 1999, she went full-time in real estate.
In 2001 Vanda hired her first coach, and she was fortunate to have a good one because he was great, and he showed her something that she realized was not systematized and structured.
Vanda became a coach in 2010, and it has been fantastic. Since then, she has coached other companies and made many millionaires. In addition, she helped people to have massive breakthroughs.
Jeff inquires, “How would you say that the real estate world is different now from what it was then around 20 to 30 years ago?”
In today’s time, if you are not building your brand, you could be obsolete because it is so much easier to have someone make $1,000,000 in one year.
Vanda lists the most significant reasons for changes she implemented into the business that allowed her to take the hockey stick curve to much greater success.
As an entrepreneur, the strongest part of the success of the process is going through struggle. But the grinding doesn’t have to come along, says Vanda.
Vanda talks about her commitment to become the queen of her database and discusses how going to conferences and seminars helped with referrals.
What are some places where you should grow your network? Then, once you have made new friends, new people you are becoming associated with, how do you delicately or appropriately work with them?
It’s very natural when you show your skills and passion and are there for the people, they know you are authentic, and they want to give it back to you, says Vanda.
What about the person who struggles with energy, being around people, and doesn't enjoy networking?
You can build credibility, authority, and trust immensely today through social media and your VIP list, says Vanda.
There are so many new realtors in the business because of COVID, and they need to understand that success is not business.
Jeff asks, “Where would you advise somebody, based on your experience, to go on social platforms and really have a massive impact on the business?”
Vanda says she worked on her belief sources, database, open house, online lead, social media, and networking business.
Whatever you do, put on your energy and smile, and come from a place of love, contribution, and value.
It doesn’t matter if you stutter or have a disability or something that would make you feel like you are inferior to somebody else, that’s what will make you authentic, and that is what is going to make people fall in love with you, says Jeff.
Vanda talks about what she is doing differently to make Facebook leads and ads work for her.

3 Key Points:

People have two different problems when going to Real Estate; Sometimes they have no leads and no business, or sometimes they can’t get busy right away because they don’t have systems or processes.
Three million people have real estate licenses, and only 3% sell over 25 homes per year; But, with skills and your systems in place, when you automate as much as you can, it is easy to scale up, says Vanda.
Vanda suggests you don’t have to ask for business. Always be yourself, be enthusiastic and share some energy and excitement and the rest will follow.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Vanda Martin Website | Facebook
Follow Up Boss (Sponsor)
Street Text (Sponsor)

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On this episode of the Lab Coat Agents Podcast, Jeff talks to Rory Vaden. He is an absolute beast, a stud, an expert, a guy that Jeff has looked up to and has read both of his books. Rory has built a group called Brand Builders. He is a top 100 speaker, two-time world champion, best-selling author for ‘Taking the Stairs’ and ‘Procrastinating on Purpose’. Rory’s TEDx has been viewed over 3 million times.

Episode Highlights:

Rory explains how he started a brand builders’ group, and he prepared one on one personal brand strategy for anyone they called mission-driven messengers.
Brand Builders teaches people how to build and monetize their brand, reaching more people; He desires to make a difference in his community, industry, profession, and trade.
Jeff asks, “How do I need to shift my mindset to understand why what you do is valuable to my business?”
Personal branding is simply the digitization of reputation. Rory explains how it is built on trust.
82% of Americans say that companies are more influential if their founders or executives have a personal brand they know, trust, or follow.
For the most part, what you had for lunch or what’s going on with your kids, or the trophies you want or your latest listings, all of those are irrelevant to someone who is a visiting stranger, says Rory.
You try to use your brand to drive awareness for something that you are doing because there are only a few ways to monetize a personal brand.
Ads and affiliates mean I’m not selling my audience anything. I’m selling other people access to my audience, and they’re paying me to have the opportunity to put their brand in front of my audience, says Rory.
What can you do to add value to the person you’re trying to reach? The content you put out should be what is helpful for the person you’re trying to target.
Some principles apply to everybody, but the honest answer, there’s not a right answer to each thing, there’s only a right answer for you.
58% of Americans said they would be willing to pay more money to receive the same service from a professional with a personal brand versus someone who worked at just a large company that they didn’t know.
Jeff says, just because the brand is more prevalent, it might lend credibility; But at the end of the day, it’s still going to come down to the individual and whether it’s your statistics, personality, or reality, whatever it is, that is why people will choose you.
For individual real estate agents, some are still struggling- To answer their questions of: Where should I go from here? What should I do next time? Do I need to define my content strategy and the platform? Where do I go and where do I start at the very basic level? Rory gives his advice.
You have to be the go-to leading authority on something; If you are not, you are the noise. So even though you’re frustrated that there’s noise, you are the noise.
The narrower you are, the more money you make because you are most powerfully positioned to serve the person you once were.
Confidence and certainty come from clarity and most small business owners are completely unclear. They are unclear about who they serve and about what makes them different.

3 Key Points:

Many people, when they hear the term personal branding, their mind goes to “You guys do websites”, or “You do graphic design”, or “You do logos and colors” for example. Those are branding agencies, and Brand Builders with Rory is the strategy firm.
Personal branding is the digitization of reputation. It allows people to get a chance to be exposed, not to your company, not to who you work for, not to what you do, not even really to what you know but to who you are. That is the human experience available today in a more scalable way than ever before in history because of personal branding.
One of the natural ways to differentiate is just based on who you are. So we do business with people who we trust. We trust people who we see, who we learn from, and who we know something about, says Rory.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Rory Vaden https://www.roryvaden.com/ | https://brandbuildersgroup.com/

Ted Talk: https://www.youtube.com/watch?v=y2X7c9TUQJ8

Free Strategy Call: https://freebrandcall.com/lca/

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On this episode of the Lab Coat Agents Podcast, Jeff talks to Allan Dalton once again. In the earlier episode, Allan dropped tons of knowledge, but they still have more to deliver! Tune in to hear insight on what to expect from the industry in the future.

Episode Highlights:

45 years ago, the industry was so much different. Then, it had so many part-time people led by virtue of somebody being full-time, that in essence, became the greatest credential that one wanted to showcase to the public, and we don’t see that anymore today.
Allan says that you can find that the most entrepreneurial are typically from a family where somebody owned a restaurant or gas station or a small business, so that’s in their DNA.
It became more difficult for an agent to go against a large entrenchment of regional brokerages, and the only place to go over the last 5-10 years is to start a team.
Many realtors don’t use the word merchandising as much as the word staging because they are all into staging, but staging is what you do when somebody is ready to get their home ready to put on the market. Merchandising is all the things they do strategically to the home while they’re living there to increase its value.
Where does someone gain the eloquence in knowledge to be able to answer the question, “How is the market?” because the reality is the industry is very antiquated, not only in age but also in technique.
Allan says we have got to be more accurate in the de-segmenting language, which applies to virtually everybody.
The way in which realtors respond to expired listing home sellers is the single most glaring example of how we haven’t changed in 50 years in terms of our self-perception and how we internalize value.
The value has to be on your skills, not in your service. Service is the skill of the cake; Services are just the frosting in the cake.
A stockbroker doesn’t have much value in transacting a stock. They have value in recommending stocks because the market determines the price of what a stock sells for, says Allan.
If you see yourself as a listing agent, you make listing presentations, and you’re not allowing your brain to go deeper into marketing, even to the point where you can explain it as you understand it, you’re not going to get into all of the elements of it.
Do you have a marketing anchor?
There is only one reason why the home doesn’t sell in Metro Saint Louis, and that is because of ineffective marketing.
How many people are working with buyers who haven’t developed a communication system for buyers?
Allan discusses the difference over the years with professional selling techniques and communication.
In real estate, we are trying to put words in people’s mouths, and that’s why they get frustrated, and also, we don’t get referrals from these people because it’s not a comfortable experience.
Language is the closing of ideas, and we need to find out what customers are thinking. We have to do it in a way without incurring the wrath of the consumer.
Where is real estate going, and what does the near-term future look like in the real estate industry?
Disruption takes place when something no longer makes sense, which accounts for the industry buying side disruption, because prior to the Internet, as we all know, the only way or place a consumer, and specifically a buyer, could go to get access to open the door to their dream home was the first through a realtor.
The industry has become monetized on the buying side. The only place that third-party pools can go to monetize their investments further and expand investments is to now also become the first point of contact with home sellers.
Hundreds of millions of dollars will be invested to encourage home sellers. What will it be for?
Artificial intelligence is more objective. There’s no prejudice, and there’s no bias, and it’s statistical. Artificial intelligence is going to allow people to get sophisticated, comprehensive updates on productive data, trending data, and market stuff 24/7.
The industry has to go beyond how we serve the community to how we represent the community, and that is just not a difference of words. It’s a whole subset in a whole different direction, says Allan.

3 Key Points:

Most brokers have not spent a lot of thought on how to answer the question, “How’s the market?” because they may not be cognizant that 100% of their income is essentially derived from how they communicate their value, says Allan.
Allan says every market in history is opportunistic. The only thing that sells is accuracy. In the real estate market, if homes are going down in value, you can sell your home and buy something larger.
Communication of value and understanding of how the market works is key for real-estate agents and most do not have the ability to succinctly explain how the listed market works.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Allan Dalton allandalton@hsfranchise.com | Text Allan - 805.338.8796
https://www.realliving.com/pages/executive-biographies
https://www.rismedia.com/2021/02/27/hall-of-fame-allan-dalton-collaborative-environment/
Chime (Sponsor)
RedX (Sponsor)

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On this episode of the Lab Coat Agents Podcast, Jeff talks to Allan Dalton. He has 50 years of real estate experience. He will soon be inducted into a Real-Estate Hall of Fame, chief executive officer of Real Living Real-estate, a Senior Vice President with multiple platforms, and experience in the real estate space. In addition, Allan has authored a book called ‘How To Develop a 6 Figure Income in Real Estate’.

Episode Highlights:

When Allan was at Murphy Realty, he created all the national marketing systems for brands like Century 21 and Better Homes & Gardens.
Allan explains what happened with the Boston Celtics and what happened with his basketball future.
What about realtor.com? Iinitially, many realtors and brokers hated realtor.com, but the consumer didn't. The consumer loves the site.
Allan almost enjoyed and rejoiced over all the attacks because of his sports and competitive background. It felt like he was in battle, and it was invigorating.
There is no correlation between artificial intelligence and work ethic. Still, we are in an instant gratification and transaction-driven industry. According to Allan, we are competing with disruptors that will invest billions of dollars in taking over the first part of contact with the consumer.
Allan points out that we don't have an image problem. We have a value problem because many consumers perceive a real estate transaction as a feat inflated defense that they have to subsidize.
The key to the future is developing relationships with people you don't know yet, and so we've got to shift that focus, says Allan.
If you don't influence the outcome, you just facilitate a transaction that is predicated in predetermined conditions based on what the market is going to determine.
In the industry, when we self-identify as a listing agent, we strip out all value. We make ourselves bold, vulnerable to disruption. We make ourselves for artificial intelligence.
Realtors have to figure out, or they have to strategize to position themselves to where they are going to be the ones getting in front of the buyer, says Jeff.
Everybody will have to continue to pay for referrals or pay to be a preferred agent or whatever to get leads from the Internet because no one's efforts will translate that.
The industry does not fully grasp the difference between serving the community and representing the community, says Allan.
The greatest opportunity to prevent listing side disruption is to go beyond the Google search and do world-class community videos.
Data and information have the lowest level of value in the information age, and knowledge and wisdom have the greatest value. No one has more knowledge of the community.
Allan suggests we have to do something that people can’t experience on the Internet, and no one at Google has been driving around the community for 20 years.
People have to understand the difference between social networking, social media, and social media marketing.
Most realtors look to sell more homes, but Allan's focus is on selling homes for more.
Allan suggests you have got to be the person who has encyclopedia knowledge, and that collapses into the most mesmerizing, correct, accurate rendering.
Marketing is first determining the unmet needs of the marketplace and then creating goods and services to respond to those needs effectively.

3 Key Points:

Allan has seen and been a part of some massive things. Allan shares one of his most proud accomplishments related to real estate.
The industry has to move from search engine optimization to what Allan calls seek engine optimization because hundreds of millions of dollars are going to be invested in persuading home sellers to now select their agent based on rating reviews.
Allan suggests every person should ask themselves two questions: 1) "What do I do now that my competition does, but that I do better?” and 2) “What do I do that no one else does?"

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Allan Dalton allandalton@hsfranchise.com
https://www.realliving.com/pages/executive-biographies
https://www.rismedia.com/2021/02/27/hall-of-fame-allan-dalton-collaborative-environment/
Julie Vanderblue https://www.vanderblue.com/town-profiles/
RedX (Sponsor)
Street Text (Sponsor)

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On today’s episode of “Lab Coat Agents Podcast” Jeff talks to guest Jenn Lim (Author of Book called ‘Beyond Happiness’), she shares how we can find more happiness and harmony so that we can be both successful and happy in life. They discuss how happiness is not all about highs; it is also about understanding our lowest points, too. Tune in for this valuable insight on leadership!

Episode Highlights:

Jeff says that it's always a challenge to keep everyone happy & humming, concurrently.
Jenn and Tony Hsieh (Ex CEO of Zappos) launched the ‘Delivering Happiness’ book in 2010 and from that point in time they realized there was a demand for happiness in the world.
‘Delivering Happiness’ company essentially helps organizations, teams, governments, hospitals, and any workplaces to understand how you apply scientific happiness to your people.
All the research that's been going on with scientific happiness says it is actually those that are happier, that are more successful.
There's actual data and research of people wanting to understand what we can actually focus on, so that we're not thinking about what's wrong with us. But we can think about what's actually right with us, and focus on those things in a more positive way.
Jeff asks Jenn, how do you articulate the whole money and happiness thing?
If money's not making you happy, you're not spending it the right way. It means you are spending it meaningfully for yourself and the people you love.
If you really are doing this for the people you love, including yourself, then do you have that prioritization in your time on a day-to-day basis in place?
How can we refocus our energy, refocus our time to make sure we can wake-up every morning feeling solid, that we're aligned by that?
Understand your own personal highs & lows, to have a more accurate picture of who you are as a human being and how you want to live and how you want to spend your time.
The most important thing that we need to do right now, especially after COVID, is to set these schedules and rituals.
Everyone wants to be treated as a human being not just as an employee or as a worker.
When you are having a conversation and holding up the mirror, you don't have to be the mechanic.
Jenn says, to her, beyond happiness means being more real about all the different layers and sides of who we are.
If we're truly realistic about what our other sides are, not just the highs, but the lows, not just the strengths, but the shadows, then that's where meaningful happiness comes in.
Ask yourself three questions, first: “Where does your energy lie?” That's a question for your purpose. Second: “Where're your talents?” The third thing is impact- “What is it that you, as a human being, want to make an impact on the world?”
Once you as a leader have the purpose and values together, the next thing is to start with yourself and then go through it with five leaders in your company and just see the results.

Three Key Points:

As we grow and build, just don't forget to nurture your own greenhouse as well.
We all get to know ourselves best in terms of doing the deep dive, answering the hard questions like, “What's most meaningful to us and are we living our life that way?
We all like to focus on the positive sides or the positive things that happen in our life; But we also need to be real about what's not going well.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Jenn Lim | https://jennlim.com/ |
Book - Beyond Happiness: https://www.deliveringhappiness.com/jenn-lim
Street Text (Sponsor)
Follow Up Boss (sponsor)

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On this episode of the Lab Coat Agents Podcast, Jeff talks to Matt Plumer. He helps people get debt-free and learn how to save money with Matt's financial fit coaching platform. Matt says most real estate agents do not plan to put people in a box, and most of them don't make as much as they think!

Episode Highlights:

Realtors can find themselves in pitfalls that cause them to bump their head against the ceiling of achievement or cause the bottleneck that keeps them from achieving their financial goals.
Matt helps real estate agents establish the process and money flow that allows them to eliminate the landmines.
We keep writing our chapters, and the mistake that real agents make early in their career is looking far enough ahead to identify where we want to go and hit the right pillars, says Matt,
Jeff asks Matt, “If someone needs accountability and clearly can't deal with himself, where does someone start with you?”
Transformation starts step by step, and the first step is awareness. Awareness will do 50% of the heavy lifting.
We all want recognition, and there is an excellent place for it, except it is not the thing that is the tip of the arrow.
What do people need to be doing each and every month to get themselves on the right path?
Matt explains in form W2 you have no expenses, and the tax is already taken up. So, we have to ensure that we pay ourselves first, and it's another thing that most people have backward like they're paying their credit cards first, they're paying their mortgage first, and then they pay their bills on the business.
It is not our job to judge what other people spend, and it is not our job to teach people or tell people how much they should spend on groceries.
Business is supposed to serve the owner's needs and make sure the business serves the needs of the owner correctly in the right order.
The whole game that we are playing in that the government has built for us is called the IRC code, says Matt.
Matt suggests, if you want to handle time better, tell your time what to do before you spend it; If you're going to go spend time on social or time in your inbox or time with your database, put it on the calendar.

3 Key Highlights:

Matt explains in real estate that if you don't get the money matters under control, you can't sell enough.
Matt provides his advice to people on – "How to manage taxes?"
If you want to be successful don’t spend so much time focusing on getting success in your business, first get success in your life, says Jeff.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Matt Plumer | Website | Facebook | Instagram
DM Matt for Free Download - 5 Financial Mistakes Real Estate Agents Make
https://www.financialfitbootcamp.com/challenge
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Today's episode of the Lab Coat Agents is a continuation of the previous conversation with guests, Jesse Dau and Jackson Wilkey. If you missed the last two episodes, go back and listen to those as well in this three part series. This episode is essential for understanding how to turn your growing YouTube channel into business. They are going to talk about hooks, call to action, and what to do when your phone starts to ring!

Episode Highlights:

“Whatever platform you use to answer the consumer questions will change your game”, says Jackson.
YouTube is the platform that is the second largest search engine owned by the number one search engine.
Every time we do any videos, we always try to inject our personal stories, and do it because it builds a more intimate relationship with the audience, says Jesse.
General video advice for anybody who's scared of the camera: practice makes perfect. You will spend hours upon hours creating hundreds of videos until you feel like you're decent at anything, then you're always going to want to be improving.
Your video intro that hits the consumer directly sets up everything for the success of your video, which is most importantly those calls to action.
How should you lead into a highlight video of the city or a place piece?
Stories vs. Reels vs. YouTube
Is searching on YouTube more micro than another social platform?
Counties, parks, and restaurants get searched a lot, but you have to understand where that search is coming from, says Jackson.
There are some incredible food bloggers out there who might have 200,000 views or subscribers, and they probably make money on AdSense that way, but that doesn't mean closing deals.
Jackson explains, when you look up the analytics of a thumbnail, it says that 1/3 of the thumbnail should be the human face because this is the most significant piece of branding you could make.
You can make the most excellent video of all time, but if you don't pair that with a good title and thumbnail, it's just going to sit there forever and never give you views.
As a new YouTuber, you do not have the power to go rank videos as somebody who has millions of subscribers.
Jesse talks about building up your credibility in the YouTube world.
There are many thumbnail creation tools out there that can remove the background.
Jackson affirms that they see thousands of agents across the country just following the call to action there.
“If you get 15% of your viewers to watch 100% of your videos, you're killing it”, says Jackson.
When you take the YouTube process precisely the way we lay it out, it will save you a lot of time and get your deals closed quicker.
“99% of our sales are from neighborhoods that the people thought they wanted to live in from our fantastic videos”, says Jesse.
Jesse suggests implementing the zoom-in process as part of the sales process. If you don't get the client on a zoom, trust me, you're just another agent to them.

3 Key Points:

While starting videos, don't talk about yourself, don't open the video talking about you, don't talk about being the greatest, nobody cares about that; Instead, open that video 100% answering the consumer's question.
You have to understand your audience, where they are at, and their whole search process, but again also need to know the platform of YouTube.
Jesse explains how when you're writing your keywords with the title, that starts highlighting the keywords, and when you go into writing your description, it copies your title. Then, it automatically places it into the description.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Jesse Dau & Jackson Wilkey | https://www.channeljunkies.com/ | https://www.tubebuddy.com/
Jackson@realagentnow.com
Jesse@realagentnow.com

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Today’s episode of the Lab Coat Agents is a continuation of the previous conversation with Jesse Dau and Jackson Wilkey. If you did not listen to the last episode, stop, go listen to it first, then come back and meet us here. The content today will be a lot more granular on what we started to discuss last week, which was all of the technical on building and growing and sustaining a very powerful YouTube channel!

Episode Highlights:

Jackson says we need to discuss how this whole evolution started with the styles of videos we did and the titles, descriptions, and metadata.
A lot of people only think of YouTube for long-form video, but there is so much more to it using platforms like tube buddy, says Jeff.
The keywords don’t play a significant giant role in the ranking of the video, it’s more the title.
If you are going to property tours in listing videos to a supplier to please your clients, build a separate channel for that. It will crush your YouTube channel.
Jackson and Jesse walk the listeners through their process that they go through to determine what the best title is, and then the description that follows to go with it.
You have to figure out what people are searching for first and then fill in from there.
Once you understand content marketing which is answering the questions of the consumers, it’ll change your entire game, says Jackson.
Jesse says the other thing that can be frustrating to agents is that everybody correlates success with views and subscribers, but we always correlate success with closed deals.
The whole goal of social media algorithms is to find people most intrigued to watch your content and to get them on the platform.
“YouTube is so smart, the algorithms are amazing. If you put some money behind this, it’s going to blast out to the people that really want to see it, and we can amplify these things like 10X overnight”, says Jesse.
Organically, through content marketing, no matter what the platform is, if you act like yourself and answer consumers' questions with your marketing, that is when your video starts getting out in front of people.
Jeff asks, “Should be sharing videos everywhere?, How do know when to put money behind it or run ads?”
Figure out what people are searching for, and then go make the content around that.
There are basically a bunch of people who aren't licensed real estate agents but who are TikTok professionals; They just have a million followers because they’re good creators.
The longer videos on YouTube are getting suggested more as long as you can keep them on watching it for a good amount of time.
“We are living on a platform where people make massive decisions- that's where they go and consume content and they spend a lot of time watching the same video because they cannot get enough information from it”, says Jackson.
We need to understand that we have all different platforms, that is why there is only one Facebook, one Instagram, and one YouTube- they all serve their purpose.
Jesse points out that as a content creator, you can’t just take the same content and put it on different platforms and expect the same results everywhere.
Drunk on social media teaches a lot of good stuff, and everything does have its place, it’s just all about how you use it.

3 Key Points:

The description box underneath when you upload a video that is the golden ticket to ranking a video.
The whole goal of social media algorithms is to find people most intrigued to watch your content and to get them on the platform.
Jesse shares how they get paid on their YouTube closings. They have closed over 140 transactions for 84 million this year alone in 2020-2021, and last year it was 50 million.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Jesse Dau & Jackson Wilkey | https://www.channeljunkies.com/ | https://www.tubebuddy.com/
Jackson@realagentnow.com Jesse@realagentnow.com

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On this episode of the Lab Coat Agents Podcast, Jeff talks to Jesse Dau and Jackson Wilkey. These guys are doing some amazing things in the real estate space, and they have been in the real estate industry for two and four years, and they are crushing it with YouTube.

Episode Highlights:

Jesse and Jackson have over 13 YouTube channels; They have done over 150 million in closed real estate, 4 million in GCI.
Jesse got his first healthy dose of digital and social media marketing back in 2010 when the company he worked for said that they are no longer going to traditional media buys with TV, radio, and billboard but swithcing to 100% digital and social.
Seeing our company product double in price over four years actually really enlightened me to see what was going on with digital and social marketing, says Jesse.
It was always in my brain that I was going to do real estate for the sheer fact of the dollars, says Jesse.
Jackson says just trying to rely on other people never works out.
Jeff asks Jackson, “Do you have any education or background as a videographer or know cinematography or something?”
Jackson is a blue-collar guy, and he barely uses social media. And now, looking back at it, he sees that it was the greatest thing in the world.
Jackson suggests that you need to focus on doing content marketing no matter the platform you are using, whether blogging, Pinterest, podcasting, YouTube, etc.
There are so many people, who are self-taught about many things related to videos and stuff, affirms Jesse.
Jackson explains why just simply placing a bunch videos on YouTube and thinking it works is the biggest problem most people have.
To start YouTube, you need to build your channel with all the channel keyword stuff and metadata so that you can rank.
You can do 10,000 videos but you will never get found. You will never get recommended or suggested if you don’t nail your titles, keyword research, descriptions and metadata.
Jeff asks, “What do you say to someone who comes to you and says, ‘I’m starting a YouTube channel, this is where I’m going?’”
There is a misconception that sprinkling your listing videos and your escrow process is fine, and it doesn’t hurt anything. It actually kills you, says Jackson.
Real estate agents have the easiest time on planet Earth when it comes to YouTube because there is really no competition.
Find out what you enjoy or what can get your videos accomplished. You don’t always have the green screen; you really have to find the one where you can sit down and get this content out.
The length of the video plays massively into the algorithms with the whole goal of any social media platform.
YouTube is getting paid by advertisers, the longer the video, the more ads they can put on there.
Jeff says we talk about not sharing YouTube videos because your post will be suppressed because you are sharing a link that is going to take them off of that platform, and that platform is not going to put it out there.
There is a different type of content for every platform, and that is why there is only one Facebook, one Instagram, one TikTok, and one YouTube. They’re all their own monsters, essentially.
With YouTube, you can take video and repurpose it into other content clips, whether it’s Facebook or Instagram, says Jesse.

3 Key Points:

The game with Instagram and Facebook is that people are going there for entertainment, and a lot of times there is no way to truly monetize the business that we get from it, says Jackson.
YouTube is the future of television, and having a presence there is extremely important, says Jesse.
Jackson says that the real estate industry has been just burdened with these marketers or somebody who said we need to be doing these styles of videos.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Jesse Dau & Jackson Wilkey | https://www.channeljunkies.com/ | https://www.tubebuddy.com/

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On this episode of the Lab Coat Agents, Jeff talks to Chris Jones, Founder, and CEO of Guerilla Realty. Today, we will discuss three specific topics -a 15-minute hack to get free leads from Zillow, how to build a lead machine from Craigslist, and a 45 second Robo call that book two to three appointments every time we run it!

Episode Highlights:

Chris gives a brief history about his profile. He explains what Guerilla Realty is and how he came up in the business.
Guerilla Realty uses tools and training to help you rapidly grow your business. They make really good marketing accountable in real estate.
Every realtor discovers at some point that getting consistent clients is really hard.
We are helping realtors rapidly grow their business with tools and training as we build free apps, come out with cool playbooks, and then sell Pro Tools as our flagship product, says Chris.
Chris explains how they started with zero version 0.1 and how they grew the business to what it is today.
We realize that there are many realtors out there that pay for a service that will deliver his ads right to their doorstep or physical leads, explains Chris.
How can you convert a “For Sale By Owner” to actually sign the listing with you
One of the most popular apps of all time is listing cake. People really love the name, so it is listing cake.com, and the idea is you can build an amazing listing video in 60 seconds or less, and you can do it from your phone.
How can you capture leads all day just by using video as a bribe or a lead magnet?
Nerd Sheet is a briefcase of all of our best real estate calculators. It is very versatile. You can use it in any market segment over any time, and it will calculate accurate appreciation down to hundreds of percent.
Zillow is an amazing source for leads. 30% of people searching for homes on Zillow are rich, meaning they have at least 30% more than the national median income. There is a way for us to get some of these Zillow leads and use it to position ourselves to take more listings and it basically came with sub owners, says Chris.
Nowadays with COVID, it is really easy to ask for a video of listing.
Many agents are total fakes, and they say that they are going to get started tomorrow and then like they will not show up for two weeks. You will never take that listing, and you will never use that listing to generate a single buyer lead.
Most people choose to use their autoresponder because then you don’t have to wake up at 3:00 AM to respond to text messages, and it is automatically sending the video but it will also send the information to you so that you can contact the buyer if you want and you can connect with a lot more fire.
Jeff asks Chris about Craigslist, “Is it really a lead machine? How are you guys using Craigslist and tell us about that?”
Chris explains how a simple text capture service that most Realtors have access to these days will generate leads for you.
Chris tells the listeners about this 45 second Robo Call that book two to three appointments every time one runs it.

3 Key Points:

Real estate is the greatest business on earth; Simply get your license and have uncapped earning potential.
Chris says that they have over 35,000 Realtors who subscribe to their weekly newsletter, and one of the ways to join them is by using one of their free apps.
At Guerilla Realty, we generally make two to three calls before we get one yes and then repeat every week. Chris explains their strategy as well as fizbonanza.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Chris Jones Guerilla Realty | https://www.guerillarealty.com/craigslist/ | chris@guerillarealty.com
Issuu Start for free or Premium Account 50% off with promo code: labcoat
Follow Up Boss (Sponsor)

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On this episode of the Lab Coat Agents Podcast, Jeff talks to Benson Juarez. He is from Denver, Colorado. A licensed realtor, investor, and co-owner of a platform called Privy. Privy is a platform that helps investors locate and find investment deals. Tune in for his great insights!

Episode Highlights:

Benson went to school for technology computer information systems; He learned how to code and system design, but he was an entrepreneur at heart. He went into the military and was activated after 9/11.
Benson would have three or four days off in the middle of the week. One of the original gurus back in the day was teaching people how to invest in real estate, and it really got him interested in business.
He finally got licensed as a real estate agent, and then through all that whole process, he really figured out about the business.
For Benson, it was really solving a problem for themselves so that they could scale their business and not spend so much time behind a computer manually pulling comps, building CMAS, sending these properties to their clients, and then convincing the people who are completely detached from the process.
Jeff asks, “You mentioned you were slinging mortgages. You started to do a few deals while you were still in the military, but how did that evolve and what led you to the first business and then what led to this one?”
From thinking outside the box, he had just created a system where they are delivering value way above the average company.
The serious investors are not investing in their own market, they are finding the right market to invest in, and it is actually quite doable from hundreds and thousands of miles away.
Many of the strategies that investors are doing right now are based on after repair value.
What about long-distance real estate investing? Lenders, property managers, real estate agents, are the four-core people who are your boots on the ground in that market.
You want to find an investor-friendly agent who understands how to do those types of transactions specifically.
Jeff has been in the mortgage business side for 20-21 years. He has plenty of experience reading comps and reviewing appraisals and all that sort of thing.
Jeff asks Benson, “What kind of advice do you have for somebody who is an inexperienced investor?”
Benson explains that Privy levels the playing field, so agents and investors are on the same page. It allows the investor and the agent to speak the same language more.
Where are the money-driven activities located? Benson says they really help people focus on what is important.

3 Key Points:

Benson says that the foundation of their platform is MLS data. They went directly to MLS and told them that they wanted to build an automated platform that would help them identify properties that were below market. Furthermore, they could leverage their data to basically comp every property out in the market 24/7 to find opportunities for ourselves and for our clients.
When you look on the map, you can see fix and flip opportunities in an area, and you can see all the before and after as real data that you can use to educate yourself on how to do deals in that local market.
Benson explains that their ideal client is a real estate agent who is either working with investors now or they want to work with investors, and they are looking for a better way of providing deal flow for their clients.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Benson Juarez | https://www.getprivynow.com/ | benson@teamprivy.com
RedX (sponsor)
Issuu Start for free or Premium Account 50% off with promo code: labcoat

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During this episode of the Lab Coat Agents Podcast, Jeff talks to Sunil Saxena from the DC market. Sunil is a doctor turned real estate investor, home builder, renovator, general contractor, and bestselling author. He has 20 years of experience in the real estate industry and is an active user of Tik Tok.

Episode Highlights:

Sunil talks about his transition from a doctor to a real estate investor. He is an Indian and graduated from medical school. He practiced in DC for about eight years and got really tired of the grind. He then decided to transition to real estate.
Sunil says that only one insurance company is left that would ensure physicians as emergency physicians, and our premium went out four times that year. So, they were paying 4X on our malpractice insurance.
There is no room at all to change the billing, so that it’s kind of like an artificial thing that the insurance companies and the government have created.
Jeff asks, “How far were you into your doctor career when you said I’m going to shift, and I assume this shift was – I am going to Tik Toking and keep being a doctor while I invest until I build up enough of an income or revenue stream that I can break away is that what you did?”
Sunil couldn’t just leave medicine 100% and just jump over real estate. He was working in the ER and kind of built this business from the side.
You don’t have to have money to become a real estate investor. You can build a capital base. But when you start doing rehabs and actually invest in real estate, you need some capital level.
Jeff inquiries about Sunil’s strategy and recommendation to the young potential real estate investor on how to become successful in business.
Managing contractors is a job in itself, getting them to show up sometimes, going there and actually managing them to get the job done is also a task. He asks Sunil’s advice for finding the right contractors.
Sunil has 200+ units in development right now with condos. They would overwhelm 11 plumbers with all the work.
Talking about his career progression Sunil says, there are three types of rehabs: 1) You are just operating footprint. 2) Expanding the footprint -that’s adding a family room or kitchen or adding square footage in some way. 3) You scrap the house completely, and then build something new.
Simple rehabs can be like relatively quickly. You can get started in them, but if you want to graduate to Level 4 and 5 which are bigger projects, you need that experience to be able to do this.
Sharing about his TikTok journey, Sunil says, they hired a full-time social media person because their end game with social media is raising capital. If they get more capital, they can raise more projects. That is how they monetize it.
Sunil shares how he is using Instagram in comparison to TikTok.
Sunil talks about exotic cars and social media content. Jeff says, “As an owner, you are doing something with cars that most of the world is not, which is getting into an appreciating situation versus a depreciating one.”

3 Key Points:

Sunil builds condos. Material costs have gone up 10% this year in the last six months, so he will go sell that condo for 10% more. In medicine, you can’t do that. The insurance companies tell you what you can charge.
Talking about his recent projects, Sunil says they are doing between 6-to-50-unit buildings in DC. Last week they purchased a 36 unit building to turn into 36 luxury condos.
While providing details of TikTok, Sunil shares insightful details about the benefits of the platform.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Sunil Saxena | Website | Instagram | TikTok
RedX (sponsor)
Street Text (Sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer talks with Jonathan Martinez and Andrew Coca, two real estate agents turned software tech geeks that are on a mission to make the consumer and real estate agent interaction seamless.. These guys have built a platform that some of you may have heard about already called Showingly. Tune in to hear about their all-in-one solution!

Episode Highlights:

Jonathan and Andrew were in accounting and the CPA world. They used that as a leverage to start working for some startups in New York City.
Andrew says, being a realtor or growing a team seemed like the easiest thing to do in terms of not having to think too hard with opportunity waiting for you. He further adds, “I think coming into this world, it was like people weren't necessarily thinking too creatively, but they had so much more focus, purpose, and precision than all of these kinds of loopy entrepreneurs had in the Northeast.”
Jonathan says they were in production until around the time COVID hit (about 3-4 years) and then it started to become considered a conflict of interest.
If you had a gun to your head and someone said you have to accomplish your 10-year goal in three weeks. What would you do?
You always see people at events or speakers, and they talk about how successful they were in their industry, and they left to go do X; whatever it is to build a company or coach or whatever. Jeff says the question here is “If you were so successful.. Why would you walk away from that? Why would you leave? Why wouldn't you just scale a team to run itself and then move over to another venture? What's your guys answer to that?”
Jeff says, “I don't think it is a bad thing necessarily when you are in the real estate space. Selling something to the real estate world and not competing with them. But then on this side of the coin, there's something to be said for still having a hand in the cookie jar.”
During the pandemic when the business suffered Jonathan and Andrew leaned on the self-development business principle.
Jonathan and Andrew talk about their journey and how they sailed through the pandemic. For them it wasn't fun and it wasn't easy, but now they have a great team of 35 and growing.
Andrew explains what Showingly is; It is the comprehensive solution for an agent to quarterback their entire business.
The vision of showingly is to be able to get a platform to manage your entire business and not have to go into any other platform. You can stop paying for them all and you can run everything right here.
Jeff curiously asks, “What piece of the software, technology or what drove you to want to create this? Was it all just you were sitting there one day and thought why couldn't there be an all-in-one solution?
Unlike companies that sell leads or that try to take your listing data and use it against you, we take the data for agents, and Showingly makes it valuable for them, connecting them exclusively to their consumers and their clients so that they can connect with anyone else or be sold to anyone else, says Jonathan.
Andrew explains where technology is lacking for agents to have one single identity point of social media.
Jonathan says,” We have some really brilliant people on the data team and one thing that we have been able to do that many people have not been able to do is percentiles in a very easy to understand way because it is one thing to know that I have sold $3 million; It is another thing to know that place means the 89th percentile in my MLS.”

3 Key Points:

Jonathan and Andrew share their experience as realtors, what led them to vacate real estate, and what led them to where they are now.
Agents should be focused on their relationships. They can't focus on the relationships, though, when they are worried about their overdue tasks on their CRM or worried about world class marketing materials so as to get some business.
There is no united technology front that professionals present to consumers and it is so complicated that you might have 1000 agents in a market, and you might have 25 different client facing search apps. That or websites that are presented to a consumer, so none of them are going to remember any of these at that scale.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Showingly | Facebook | andrew@showingly.com | jonathan@showingly.com

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During this episode of the Lab Coat Agents Podcast, Jeff talks to Pieter Limburg. Pieter became fascinated with radio frequency identification technology. He shares his experience in the technology world and how you can use it for networking, data ethics, and 3D printing.

Episode Highlights:

Pieter loves technology because it is practical. It frees him up for the things that he loves to do instead of the things that he has to do.
Online and offline have to be the same experience. If you have a card online, why can’t you get it offline as you get offline support for something that you buy online and all those things?
Pieter left Shapeways 3D printing company in 2018 and launched his own venture MOBILO.
Jeff inquires, “When you were with Shapeways, and you were kind of looking ahead and trying to figure out where you want to go... You said you did something for yourself. Where did the vision come from to create what you have now created?”
For consumer products, you just have to keep throwing things against the wall and see if it sticks. Time and time again, you might have to throw 1000 things at the wall before you find something.
Jeff says he goes to a lot of events and people ask him all the time - “Can I have your business card?” Jeff says “Yeah, it is called Facebook, Instagram, LinkedIn.. go find me.”
Ryan Serhant mentioned his strategy of staying in touch in his book - follow up, follow through, and follow back.
The business card is not only practical, it definitely is an icon of a representation of your business of who you are.
The digital business card is fairly simple: tap the card, it drops the contact, then you can save it to your phone, says Jeff.
Pieter points out, “From two of my friends who I used to test this card, they gave feedback that I don’t want to share my social media details, what I really want is their contact details. I want to build out of my database, warm everybody up with an email every now and then, and make sure that I am top of their mind when they are ready to pull the trigger or looking for something that they think that I can help them with.”
Jeff inquires about the digital business card versus the social profile hub. Are these separate tools?
When you are sitting down with a new client, new buyer, or a new listing, you are going to sit down with a listing agreement or a buyer’s agreement, says Jeff.
Pieter explains the framework of MOBILO.Some people don’t like to bring a big stack of business cards; A group of people have asked them to develop something that doesn’t require a business card, but it is always with them.

3 Key Points:

If you are not really adding value to a product, you are not able to charge a fair price for it, says Pieter. He further adds that if you cannot charge your fair price, you will always end up competing against other products that are similar, and therefore you won’t make money.
If you program an RFID chip in a certain way, the only thing you have to do is to tap it on your phone, and it can trigger some sort of response. So, Pieter thought that it is a business card with a chip inside tapping on your phone, and he can share his contact details. It is a lot fancier than a paper business card. It does have a QR code on the back. The QR code and the tap RFID function do the same thing. This is compatible across not just Apple but also Android and whatnot.
We have built some of the cool things of office CRM that are way too complicated as well as the big Salesforce environments of this world into this business card, says Pieter.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Pieter Limburg MobiloCard| Facebook | LinkedIn | Instagram | pieter@mobilocard.com
Chime (sponsor)
Follow up Boss (sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer talks to Yishi Zuo. He is relatively new to real estate but not new to the tech side. Yishi comes with some strong credentials as he attended Business School at MIT a few years back and has a past career at Goldman Sachs. He has built a piece of technology for the real estate world that you will find fascinating!

Episode Highlights:

Yishi started his career in finance, initially joining Goldman Sachs Investment Banking, then worked for an investment firm for a few years. In 2016, Yishi decided to transition into tech entrepreneurship, going off to Business School at MIT Sloan. He started a business while working as a full-time student there.
Last year, Yishi moved from Boston back to the West Coast and started exploring other entrepreneurial ventures, which is how he got into real estate.
Open houses are kind of annoying, especially during the sign-in sheet process. It is often difficult when visitors don't sign in, refuse to, or sign in with fake information, says Yishi.
Yishi realized that their biggest competition isn't any other competing system. It's actually traditional, like pen, paper, and sign-in sheets.
Some agents told us that they had achieved great success while doing $100 giveaways or $500 giveaways, and not every agent does this, says Yishi.
In his company, Yishi has structured their system such that you can take your calendar or booking link through Calendly, mixed maps, or hub spot and put it in their system.
Jeff asks Yishi to talk about "What the options the business has and how is it that you are able to do this for free?" Yishi explains that Kagent has a very powerful free tier and how it works.
A survey is completed at the end of the open house for every visitor, and as the agent, if you're using the free version, you only get to see the aggregated responses, says Yishi.
Jeff says, "As a younger agent or if you are new to the business, one of the techniques that you can use to go out and try to drive your business is going to an experienced agent, either in your market or in your office."
Yishi says, "Some agents are in the industry for 30-40 years. They have plenty of referral businesses, and they don't need to hold open houses. They don't need to get lead information. People come to them."
There are many ways and directions where Kagent’s product can go and really help the agents get more leads for better relationships, explains Yishi.
Jeff asks, "Where do you see the industry going from a technology perspective or what are you looking at as you look out into the future?" Yishi weighs in with his insights and opinions.
The best real estate agents are the best networkers to the best people, says Jeff.

3 Key Points:

Yishi talks about two key features that make them different - the paid price survey gets the closing price and the free forever plan.
The younger agents are desperate or really eager for leads; it makes a lot of sense whether you use our product or not to do these open houses because open houses are a great way to meet potential leads, says Yishi.
Jeff inquires, "What do you guys suggest to agents that are holding the open house to grab the open house attendee's attention with this?" Yishi replies, 'Every agent is different. Different agents have different tactics".

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Yishi Zuo | Website | Twitter | yishi@kagent.com
Chime (sponsor)
RedX (sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer talks to Will Penney, a realtor who has been in the business since 1988. Will has a team of six agents and is handling over 200 units per year. One of the strategies that he employs in his successful business is Facebook groups. Tune in for his wealth of wisdom.

Episode Highlights:

Will got into real estate thinking he would get rich for all the wrong reasons because he was 19. He started at a large national brand, Century 21, with his nickname, “a flash in the pan Penney.” No one would help him at 19 years old.
He sold 17 houses in his first year, and then by the time he was 24, he achieved the Century 21 Centurion Award, which is 60 transactions.
In 2001, Will started Penney Real Estate independent brokerage, and he has been independent ever since by design. He spent every waking moment trying to stay relevant.
Will hired his wife full-time in 2017. She has been with him for 13 years. Will made another great hire in 2013 with a listing manager who got licensed as well. He has created a situation where they don’t have any interest in going anywhere else to get a better commission split because they are salaried.
Will would do open houses for other people. For him, it is all about communication, caring, doing what you say you are going to do, showing up on time, and being accountable.
Jeff asks Will, “What do you say when somebody says how long you have been in the business? How old are you? How many homes go back?”
Will would sit down and tell a young agent – “You need to pick a couple of things, really hone their skills, and really get good at it. Communication is the biggest thing for young agents.”
As a young realtor on a team, ask how you can bring value, do something for them that makes them want to keep you around. Then you get to pick their brain, learn from them and become as great or better than them.
The agents selling ten homes a year never develop the muscle to stay in touch with people. A lot of the team leaders, the only thing they have to offer is the leads. They don’t have a lot of structure in their team, says Jeff.
In real estate, it is a race. It is always who is going to bring the next shiny object or the next value. So, whether it is a team of six or well over 100, the same strategies apply to be a leader. It doesn’t matter what your title; when you have that title, you have to work harder.
There are two reasons Will gives for why they sell so many houses: relationships and social proof. So, if you are an agent out there, you need to become a Google local services agent, and you need to get reviews there.
The three products that Facebook has are personal pages, business pages, and groups. Every major corporation, every university in the United States, uses Facebook groups to communicate with their students, employees, and customers.
Will explains, “If I call you every day, you’re going to call the cops. If I text you every day, you’re going to block me. I can’t email you every day, I can’t show up every day, I can’t put a gift on your front doorstep every day. I can’t mail you every day. There’s nothing I can do every day except a Facebook group.”
Having a group as a realtor or loan officer to get your arms around your sphere of influence daily is probably one of the absolute best things you can do, says Will.
If you are using a Facebook page to communicate with your friends about your real estate business, posts you are putting on there are repellent. In this market, we were generally posting things about how many showings we had, how many offers we got, how much over list sold. You have to make it your job to like everyone’s post and to have the algorithm recognize you gradually.
Facebook groups are designed to have large numbers of people engaging about common interests and making sure that you see every one of their posts to keep you on the platform so they can show you more ads.
You have to make posts, check people’s responses, and then you have to engage with them. Will’s team friend requests clients and invites them into the group as part of our business process.
Have a Facebook group with consistent content and treat it like a client event or a social event. Actually engage with the people for 10 or 15 minutes a day; That is all it takes your referral business over time is going to skyrocket.

3 Key Points:

Jeff asks Will, “19-years old and closed 17 transactions in the first year. How did you even do that? What did you do to get to that?”
Jeff curiously asks Will what he is going to teach kids who are in their low 20s? What to say or how to respond? Would he advise kids to just wing it?
Will has got a Facebook group to help other agents. He has 122 agents there. They also have an amazing Facebook group for their clients, which is like a daily client event.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Will Penney | https://socialorchard.com/ | Penny Real Estate Friends & Family Group Page | http://www.penneyrealestate.com/ | https://www.facebook.com/socialorchard
RedX (sponsor)
Street Text (sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer talks with Tonya Eberhart and Michael Carr, partners in the company called BrandFace. They are the wizards and the experts of branding! Jeff knows there are a lot of self-proclaimed experts, but Tonya and Michael are the real deal. Tune in now!

Episode Highlights:

Tonya is the founder of Brandface; She shares how her corporate journey began many years ago. At first, she sold vacuum cleaners door to door, during college. Later, when she learned about radios, she noticed personal branding and how it can make such an impact on a business.
Tonya dragged her clients into the studio one by one, teaching them how to cut their commercials and be the voice of their business. Later, she got into other forms of media like television and newspaper; This was even before the Internet. Gradually, she learned how to help people become the face of their business.
People don’t do business with a logo; They do business with a person.
Michael was a real estate auctioneer since 1991. He opened a brokerage in his hometown and hired her niece, Tonya, because she owned a full-service marketing company at the time out of Columbus, Ohio.
Real-estate agents often forget to inject the personal end of their brand. Some might think that putting a photo is personal enough, but that’s not enough for people, especially in the age that we live in now, says Michael.
Tik Tok has taught many real-estate agents how to express their personal brand and their story through social platforms.
Michael points out that we all have a background and the things that helped develop us into the path in life that we have taken.
Tonya shares that they have an agent who got her brand identifier as Empowerment Agent. She is a cancer survivor. They have quite a few of those in the program who have learned to embrace that because there are so many people who identify with that.
Some real-estate agents who have a photo, a logo, and a clever tagline, think that their branding is complete. Those are branding elements, but they do not constitute a full brand. How do you touch on all elements of branding?
As a real-estate agent, it is important to figure out why someone should you over everyone else, recommends Michael.
Brandface comes up with brand identifiers for a living. Your marketing cannot stop with your photo or with a catchy tagline, people need to know why it matters to them. As a real-estate agent, your story is exactly what is going to get you to develop that out.
Full brand development is not just the thing that gets people to stop for a second on their social media scroll or something. It’s so much more than that.
Many real-estate agents settle for “Ditto” instead of different.
The reason people don’t always know what to say and they’re gun shy is because they haven’t defined who they are, says Tonya.
If you don’t put a little risk in the game, you probably aren’t going to be successful because you are not committed. The greatest brokers are the brokers that want what is best for you.
Facebook and social media platforms are essentially billboards but 10X more powerful than a billboard because you can be in front of them forever. It doesn’t matter what roads they’re driving, as long as they go to the app. If you’re playing the game correctly, they always see you, and that is the name of the game.

3 Key Points:

Storytelling is illuminating how you can help your people, your clients, and why that is important to them.
Great branding isn’t about being known for your profession, it is about being known for being different in your profession.
A lot of people post their results and facts but they don’t infuse their brand and tell behind the scenes or what obstacles they might have overcome to get there. That’s part of their story. People want to be more personal!

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
BrandFace | Website | Instagram | TikTok | Facebook
Brandfacescore.com
Tonya Eberhart | LinkedIn |
Michael Carr | LinkedIn |

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer is excited to talk about marketing, advertising, video, and branding with guests Dan Schepleng – Founder of Kapowza; a creative agency company. Dan is going to challenge the way you think about what you could be creating. You are going to want to follow this guy and this company because they are doing some pretty amazing things!

Episode Highlights:

Dan launched Kapowza 6 years ago and pretty soon hired other talented people. Kapowza is a Baltimore creative agency delivering work in video, digital, and print.
How do you simplify storyboarding and figure out what a message needs to be? How does it play out with an individual versus a team?
How do you advertise myself? How do you market yourself? How do you brand yourself?
For real estate agents looking for marketing, think about budget and what you’re comfortable with suggests Dan.
If you are comfortable with writing, then have a blog. If you’re witty and interesting, use a Twitter account. If you are good with photos, add an Instagram account. There are ways to market yourself for free, and it’s just kind of a matter of figuring out what you’re comfortable with and honestly which you would enjoy. Because if you enjoy it, you’ll keep doing it.
What do you think is wrong with real estate advertising? Dan and Jeff discuss their insights.
If someone wants to hire Kapowza, how does the process start?
There are a million ways that Kapowza works with people. It’s not just big-budget commercials. They don’t do as many big-budget commercials as people think just because they are big line items. Most brands are only doing them once a year, and it is kind of a big event.
Marketing and advertising starts with what is realistic? What makes sense to you? How can we do what we do best?
As a real estate agent, you have the ability to shift the way your audience thinks about you and it is up to you to deliver that message. This is exactly what Kapowza does. Jeff asks Dan to tell the audience a bit of the other commercial that his company is well known for - the one where the kids are drinking coffee.
Talking about the cost of advertisements, Dan says it depends on what the goals are, because a commercial can cost $10,000 or it can cost $200,000, it could be one day, it could be 10 days. It’s always just a matter of what the goal is.
Real estate professionals are self-proclaimed for the most part, and it’s a lot of learning as you go and creating your own stuff. Some are amazing and others are just a bunch of followers, but it’s the beauty of the real world which is very innovative.
Jeff points out that unlike most industries, the real-estate industry accepts and evolves quickly, and it is like the innovator of all industries with everybody following later.

3 Key Points:

Dan shares about Kapowza, a creative agency that is more about making an emotional connection. Whether it is funny or heartfelt, they make a connection with the brand and its audience through storytelling.
What is a good starter question for an agent to get the creative process flowing?
The real estate industry, especially the last five or ten years, has seen so much outside competition with large companies, realtors have to be able to market on the same level.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfizer | Instagram | LinkedIn | Twitter
Dan Schepleng | Website | dan@kapowza.co
https://www.northroprealty.com/
Follow Up Boss (Sponsor)
Chime (Sponsor)

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During this episode of the Lab Coat Agents Podcast, Jeff is interviewing Michael Bernoff, the author of the book called, Average Sucks. He is a neuro-linguistic and language patterns specialist, among many other things. Today’s episode is special because Jeff and Michael are going to reveal the secret about how to get past average!

Episode Highlights:

Michael understands real estate really well because he is an investor. He shares about his background and motivation to succeed. His parents always told him to work hard and be a good person.
Michael studied the behavior of humans; His background in psychotherapy analysis and neurolinguistic programming helped him to understand what makes people do the things they do.
There are two reasons we procrastinate: 1) We think we are perfectionists and we are actually just procrastinating playing the part of a perfectionist and 2) A language pattern you use wires your brain to respond in a particular way.
Your biggest challenge is your average, it dominates every single thing in your life.
What happens when we develop an average for ourselves?
What if you stop looking at what others do best and start looking at yourself?
Talking about real estate, Jeff inquires, “I would like to know what is one of the biggest objections or the things that you feel like an average real-estate agent needs to overcome to get to another level?”
Michael suggests, “In order to get where you want to go, one of the first things you should do is look in the mirror and ask yourself a very simple question - Are you where you want to be?”
Michael recommends, “Do not beat yourself and accept you are not where you want to be. If you want to change, you have to like yourself.”
In order to step out of the average mindset, people should figure out, “What was their original reason for making money?” Michael explains how he has worked through this question.
Jeff asks, “How do you keep somebody from talking themselves out of what they’re capable of doing?”
Michael shares tips on how to redefine what a person’s real average is.
What is the one thing you do more than anything in the world all day long?
Jeff and Michael discuss hacking your brain by evaluating what you do automatically and how to change the patterns.
Michael has worked with about 50,000 real estate mortgage people, and over the years, the results people have received are amazing. Michael guarantees that participants of the Average Sucks Challenge will get more done in five days than they have in five months. He says, “You will love who you become by the time it ends.”
Jeff wonders what the end game is for Michael; He asks, “Why are you giving the Average Sucks Challenge for free?
Michael says, “The biggest thing we are fighting is an idea that we had that we thought was a good idea years ago.” He explains how your brain adapts to that idea.
What was your original reason for doing the thing that you’re currently doing? It all starts there.

3 Key Points:

Michael always wondered, “Why are people dominated by a magnetic force to be who they were yesterday, last month, last year?” So, he dedicated his life to help people break out of that mentality. Michael teaches about psychological triggers and how to move on from your past to what you want.
When was the last time you learned how to market yourself? Communication is the most underdeveloped tool that we have and it has the potential to help us reach where we want to go.
Jeff inquires about the challenge that Michael has for everyone- the Average Sucks Challenge. Listeners can login to averagesuckschallenge.com/friends; it is over the phone, no zoom required.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Michael Bernoff Facebook | Instagram| YouTube | averagesuckschallenge.com/friends
Chime (Sponsor)
LinkU (Sponsor)

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During this episode of the Lab Coat Agents Podcast, Jeff is looking forward to learning from Richelle Delia, who is a chemical engineer who has now shifted to the real-estate world. She is the co-founder of a platform called Housing Joint Venture, where she helps professionals explore income property ownership as a safety net to diversify or create wealth. There is a lot to learn today!

Episode Highlights:

Richelle says her profile is not as disjointed as it sounds; it is actually a very cohesive story. She studied chemical engineering. She completed undergrad and her Ph.D. Her dad told her that one should have their own financial resiliency.
Initially, she didn't have big real estate goals. Her idea was to earn money as a professional engineer and buy a few houses along the way. She imagined having about 10 houses by the time she retired.
After completing grad school, her job was to look behind a microscope at water building materials, roofing shingles, insulation, all the materials used to make a building. She achieved professional growth early in her career and had 14 units within two years of starting her first-yard sale. Since she had reached her goal early, she had to re-evaluate her plans. She changed her vision and launched Housing Joint Venture.
Jeff curiously asks, "How did you manage finance and then paying for rehab?" Richelle shares detailed excerpts about how she got commercial financing.
Richelle highlights how climate change disrupts the supply and demand chain and ultimately increases building costs.
Shining light on the state of our ecosystem, Richelle says "We are seeing severe weather patterns, more fire, more flooding." "We can't harvest, so when the demand increases, prices go up."
"With increase in digitization, labor cost is going up", says Richelle. She further adds, "We are all in a digital environment. We like to make money via podcast as opposed to with our hands. That means labor costs are much more expensive, and because it's hard to get people to want to do that work, it's just hard to find actual labor and skilled laborers."
Jeff asks Richelle's prediction on the costs of material. Richelle says baby boomers are living longer, which is an absolute blessing. The flip side of that means that they are staying in their properties longer. So, where there normally would have been a turnover, selling and purchasing a property that's not happening at the pace that we normally would have liked to have seen it.
Landlords are business owners, and when supply rates go up, you pass those additional costs on to the end consumer, hence the rent goes up.
We all are trying to figure out where there is opportunity and where the leading-edge is. How do you handle the second-guessing and emotional drivers?
Richelle loves the concept of buying and holding property. She adds her valuable insights on ultimate net worth, cashflow, and upward trajectories.
After hearing about the return on investments and business value achievement, Jeff asks, "Is that real estate what coaches specify when they talk about investment? Or is that what they're teaching?"
Everybody wants to get rich very quickly, and they haven't done the proper diligence beforehand. She gives suggestions on how to make sure you know what you are looking for and maximize your time doing so.
Jeff asks, "What would be the two or three things that you would recommend educating realtors about?"
People don't necessarily appreciate what depreciation is and its ability to drive down your adjusted gross income.
You can differentiate yourself by really offering a whole perspective that no one else has and no one else is talking about.
Richelle's firm takes existing properties, renovates them, and then puts them on the market. They are not into affordable housing space but their renovated houses are budget friendly. She says their duty is to help other people learn how they can do well, and that's how they decided to focus on the education side of the business.

3 Key Points:

Richelle Delia is going to educate buyers and potential investors about how they can be better investors.
Jeff asks Richelle about the whole material science thing and what is happening in the world today? He says that building prices are going through the roof, and it is like 3-4 times the cost. Richelle shares her opinion about what is going on in the world of building materials and what might happen.
Realtors listening to the podcast will learn about KPI, ROI, cash on cash, and cash flow.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Richelle Delia | Website | LinkedIn | Instagram | Housing JV Facebook | Housing JV LinkedIn

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer talks to Dan Corkill, founder of Follow Up Boss, one of the biggest and best CRMs in the market; It is a self-funded, profitable company launched in April of 2011. The company is fully remote with a primarily US-based team. You don’t want to miss out on learning the best practices in CRM!

Episode Highlights:

Dan shares his life journey and talks about what led him to launch his venture – Follow Up Boss.
Initially, when Dan launched Follow Up Boss, they spent the first 6 months building the software’s foundation.
Many people are paying for CRM tools but not utilizing it to their full potential.
Follow Up Boss leverages things for realtors. The platform is not just meant for scaling business but also to deliver a first-class client experience.
Why does someone need a CRM?
How often do customers use the same agent on their next transaction?
You want to build relationships with people as a real estate agent and continually evaluate how to reach more people with those relationships.
“With very little money, you can create a database, build relations, use email marketing, create videos, and much more,” says Dan.
Jeff talks about a game-changer quote, “Own Attention and Own The Market.”
“50% of the sales go to the first person who contacts them” says Jeff. An agent who makes at least 6 follow-ups increases their chances to close the deal to >90%+. This is not possible without a proper system or process in place.
Jeff reads two more stats, “91% of clients say they would give a referral, but only 11% of real-estate agents ask for a referral.” “Each year, real-estate agents lose 14% of their customers.”
The features of Follow Up Boss are effective and easy to use. Dan explains what data is required to start the process.
What does it mean to bring value to your customer and keep the focus on service to them?
Jeff recommends realtors to “Put yourself in the shoes of your buyers over the years, and create videos addressing the FAQs.”
The Follow Up Boss CRM can generate leads from anywhere and the company has a dedicated team that helps users to set up.
Follow Up Boss has an app for both android and iPhone users.
Dan shares a wonderful piece of advice with listeners about how to best generate leads and reach out to maximum people.

3 Key Points:

Dan guides listeners about how to use technology to their advantage.
Dan reveals the 3 biggest reasons why a person needs CRM (Customer Relationship Management).
Jeff curiously asks Dan, “What makes Follow Up Boss unique?”;“Why are the big boys using it?”

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Dan Corkill dan@followupboss.com | LinkedIn
Follow Up Boss
Street Text (Sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer talks to Justin Stoddart, host of the Think Bigger Real Estate Show, in which he interviews top business minds in real estate. Justin is the author of The Upstream Model, an international best seller. One of his favorite things to talk about is building a referral business that crushes big tech competitors. You need to hear his insights!

Episode Highlights:

Justin talks about his career journey and personal background. He was raised by entrepreneur parents who introduced him to the world of real estate.
After a few initial struggles, Justin realized that he had to be strategic about his business.
What does upstream mean in business terminology?
Justin targeted those professionals in the marketplace who were dealing with his future clients.
How would you coach someone to approach financial buyers?
Justin explains the difference between financial advisors and real-estate agents.
It is best if you get referred by someone.
“All of us are being pressed by big tech platforms; We all need to raise our value proposition,'' says Justin.
Justin talks about the white-collar crowd, the financial professionals, and lenders.
When house hunting, people should think about financing first. Justin says this often does not happen.
In all professions, everybody covers the WHAT, but you should really think about the WHY behind it.
Make a list of all the people that you can coach and make a list of people with whom you can go to coffee or lunch with, this will help you to analyze how big your referral channel is.
Justin recommends adding layers to a business so that it adds value to the customers.
How do you get customers to see a difference in you?
The Think Bigger Real Estate Show started as part of his value proposition in real-estate.
Justin realized that if he can have a conversation with bigger thinkers than him, he can grow as a person.
“You are the sum average of 5 people whom you spend time with”, Justin recalls a famous quote.
Be dynamic, don’t be a fixed product, advises Justin.
“If you have the hunger, go find the right resources,” suggests Justin.
Justin advises listeners to find the people who motivate them.

3 Key Points:

What does upstream mean in business terminology? Justin built relations with professionals like architects, interior designers, land developers, real-estate agents who were in relation with his future potential clients.
What is one of the biggest mistakes that people make when they approach somebody who has the potential to give good referrals?
Why do big tech companies win? It is because they are more convenient, and they reduce complexities.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Justin Stoddart | Website | Free Training | Facebook | Podcast | Instagram (DM ebook) | The Upstream Model | Free book
Follow Up Boss (Sponsor)

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During this episode of the Lab Coat Agents Podcast, Jeff Pfitzer talks to Michael Reddington - President at InQuasive. He has a background in forensics interrogation. Michael works with people to help them become better listeners, interviewers, and more persuasive.

Episode Highlights:

Michael shares how his life has been a series of accidental job acceptances. He discusses his past success in interviews and interrogation and what motivated him to continue in the field.
He really wanted to understand what it takes to sit down with a complete stranger with completely opposing interests, goals, fears, and motivation and persuade them to share most of the truth in a very stressful situation.
Decades of experience with the world’s leading Non-confrontational Interview and Interrogations Training organization made Michael realize that the very best leaders and interrogators capitalize on the same two core skills – Vision and Influence.
Currently, Michael spends most of his time working with executive and business professionals teaching them “How to apply strategic, ethical, observation and persuasion techniques with discipline listening methods.”
Jeff is fascinated and is curious to know about some fun experiences encountered by Michael.
Several years ago, Michael received a phone call from a Fortune 500 national company where the President of Consumer Marketing was retiring.
The Fortune 500 company wanted Michael to interrogate their Director based on a fraud rumor. If the rumor turned out to be true, then the company would fire the Director otherwise, give him the VP post.
Using good techniques, taking a report-based approach, Michael interrogated the Director. Ultimately, Michael compelled the Director to confess the frauds.
Michael points out the importance of thinking during any conversation or engagement “How will this one conversation take me closer to my goals?”
People have far more motivation to project their own interest than work with us unless there is already a strong relationship, says Michael.
People in any type of position or authority or expertise can get really tempted to chase the conversation down, says Michael.
Michael shares details about the research that came out in mid-2000 on the topic of “Judging somebody’s trustworthiness, just by looking at somebody’s face.”
Jeff and Michael talk about the psychological tweaks one can make during important conversations.
In a home-buying scenario, agents can encounter couples with two different mindsets, depending on where they are and how they feel. Michael talks about opting for a value-based approach for communicating with people.
Michael shares few tips about “How to start a great conversation?”
“Our brains are wired to listen for information that confirms what we already believe,'' says Michael.
Jeff goes deep into a specific scenario and asks Michael about those agents who want to improve their game.
“Focus on the process, and the result takes care of itself”, says Michael.

3 Key Points:

Michael talks about his journey, the ups and downs, and how he finally got the Certified Forensic Interviewer (CFI) designation. The certification helped him get recruited by the world’s leading Non-Confrontational Interview and Interrogations Training organization.
How can you create the best possible reputation by building positive client relations?
Michael talks about the 7 automated ways of persuasion.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Michael Reddington | LinkedIn | Website
Books: Influence, New and Expanded, The Psychology of Persuasion | Pre-suasion: Channeling Attention for Change | Insight Selling
Chime (Sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer talks to Josh Kalinowski – an ex-professional athlete, he has created a very successful career in real estate and recently wrote a book called “Strike 3”. Tune in to hear his great story!

Episode Highlights:

Josh talks about his clarity of vision and the ups and downs of his career journey. He retired from sports at the age of 26. In 2006, Josh got his realtor license.
Luckily for Josh, his father was a builder. So, all Josh had to do was post sign boards outside houses that his father had built.
The book, Strike 3, talks about what Josh has discovered within himself in order to find a greater purpose in life.
The last few years, Josh has started to invest in himself and opportunities have come knocking at his door.
How do you build a name for yourself in the real estate industry?
In 2008, Josh and his wife had to depend on the tax return money to manage their monthly expenditures; He lost 17 deals that year.
Josh decided to stay committed towards his goal until the burn-out. He was working 7-days a week. His family was very supportive.
By 2012, Josh was successfully running his company; they had hired 15 agents.
From 2012 to 2015, Josh’s company went from 12-25 agents, and from 2015 to 2019, they went from 25 agents to 65 agents. At present, they are sitting with 76 agents and 2 offices.
One of the biggest challenges Josh sees with people is they are not willing to submit to authority.
The fruits (success) that you are seeing in life- are they the right fruits? Are they growing you? Are they helping you?
Josh tells the listeners how the foundations crack if there is no faith.
Faith, Family, Fitness, Finance, and Future are all super important and tied to each other; Your coach should be helping you in each of these areas.
Jeff asks, “In this deluded world of coaches, how do you suggest somebody find the right coach?”
Josh stresses the importance of hiring the right coach by asking them the right questions. He also shares a couple of real-life lessons and educates the listeners about “How to be better in your business.”
“When it comes to average – it is best of the worst or worst of the best,” quotes Josh.
Josh talks about the disruptions that are tearing industries apart and tells the listeners the reason why they should go and buy his book – Strike3.

3 Key Points:

Josh talks about the downfall in his career and how he rose to his career success.
Jeff discusses the key takeaways from Josh’s success. “There is no magic pill that is going to lift you up in the real estate industry; it is all hard work”, says Jeff.
Jeff and Josh discuss the benefits of hiring a coach in the real estate industry.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Josh Kalinowski | Website | Facebook | Strike 3 | LinkedIn
Free Book from Josh
It Takes What It Takes by Trevor Moawad
Red X (Sponsor)
Street Text (Sponsor)

It Takes What It Takes: How to Think Neutrally and Gain Control of Your Life

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer talks to Jason Martin – a real-estate leader in the DMV market. Jason has recently released a book titled “This is your captain speaking.” Today’s episode is special because Jeff and Jason are not going to talk about business; instead, they are going to talk about life lessons.

Episode Highlights:

After completing college, Jason was a sports anchor for a few years and then he got into real estate in 2003. He runs a team in Washington D.C.
It’s always fine to talk about the numbers but there is more to the story that you can’t forget.
On a daily basis, Jason focuses on being the best version of himself, as a father, husband, and business leader. Those close to him reap the benefit of his best behavior.
In your professional world, when do you think you are operating at a peak performance?
Jeff shares that he is in his prime when he gets the opportunity to talk about his passions, usually it involves coaching or helping someone.
Passion is what excites you and links you to success in business.
Jason looks at businesses as an opportunity to continuously learn something new, apply new skills, build relations, etc.
How can someone find their niche?
What about your business excites you? Jeff and Jason discuss how you can draw energy from the work that you do.
Jeff discusses his career journey as well, the challenges he has faced, and what he learned from his mistakes.
Documenting your thoughts can give you a clear picture of your life and business.
Seek deeply to understand the “squeeze” of what a new opportunity is going to cost you and what it is worth to you.
Jason stresses the importance of self-awareness. He asks listeners, “How can you be a better version of yourself?”.
Mental and physical exercise brings balance to life and business. What practical strategies can you use?
In his book, Jason talks about legacy and what one leaves behind. He also talks about work ethics that one should follow and how to open up to real conversations.
Adversity is an opportunity. Jason inspires listeners to challenge themselves and be passionate about life and success.

3 Key Points:

Jeff and Jason talk about life and how different choices that you make reflect on your business.
Jeff talks about his passion in the business realm and how it helps him to grow his business.
Jason gives a teaser of his upcoming book, “This is your captain speaking.” It is packed with life lessons that are applicable to business.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Follow Up Boss (Sponsor)
JasonMartin |Facebook | Today You Choose | jason@jasonmartingroup.com | Book
Street Text (Sponsor)

This Is Your Captain Speaking: Life Lessons from the Journey So Far

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer talks to Lyndsay Phillips. She is the founder and owner of a business called, Smooth Sailing Business Growth. She is a content marketing expert for real estate ambassadors. Tune in to hear about the powerful strategies you could implement to grow your business!

Episode Highlights:

The real estate industry is expanding very fast; it has boomed over the past couple of years and now you have to do things differently in order to differentiate yourself.
Lyndsay started by helping those who were struggling with marketing to grow their authorities.
Jeff inquires about Lyndsay’s work culture. He is also curious to know about her shift from VA to Content Marketing.
With the growth in competition, you do have to take steps to create more relationships. Lyndsay says all these things can be accomplished with social media and content marketing.
You have to stand out as serving and helping people, being the source of credibility and authority in a space so that people can trust you.
Jeff stresses the importance of using social media to its full advantage.
Proper content marketing and branding efforts help any business owner to propel. Jeff explains how he has seen the fruits of his labor on the social media front.
Jeff and Lyndsay discuss how to consistently share content from their personal and professional lives on social media.
How do you convince realtors to share excerpts from their personal life on social media and how?
When someone posts any incident from their personal life, people tend to resonate.
The 10 touch systems works; Lyndsay advises to pick out 10 ideal clients and find out more about them, especially their friend circle. You can also search for clients via hashtags.
When you are talking to your real-estate investor, how do you quantify their avatar on social media?
The point is you want to share your expertise whether through podcast, blog, vlogs or social, webinars or e-books; At the end of the day, you want to share your expertise.
What ways can you share your knowledge to help others in an attractive way?
When it comes to selecting the right platform to post content, you have to lean into your own strengths.
How can podcasting help real-estate agents? Lyndsay explains how to launch, produce, promote, and leverage podcasts to help businesses gain more leads, increase visibility, boost authority, and grow.

3 Key Points:

Lyndsay narrates her career journey and how she targeted clients who were real state ambassadors.
Social media is for having conversations, building relationships, and generating sales. Lyndsay explains how to consistently use content marketing to grow your business.
Jeff asks Lyndsay, “What advice would you give a realtor when they are struggling to even understand what it means to find an ideal audience?”

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Lyndsay Phillips LinkedIn | Website
Real Estate Investors Marketing
Content Distribution Platform
Follow Up Boss (Sponsor)
Chime (Sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer talks to Aaron Norris, Vice President of market insights for a platform called PropertyRadar. He started flipping houses with his dad as a kid. Aaron is now an MLL specializing in hard money and a licensed real estate broker; He speaks publicly and writes nationally. Tune in to hear about his experiences, the value of data, and how to utilize it to grow your business!

Episode Highlights:

At age 19, Aaron moved to New York City and was a professional actor. In between jobs there, he started into Wall Street doing acquisition and multiple financial presentations for a banking firm and enjoyed it.
Aaron is certified in PR and marketing. He went back to California and re-joined the family business.
He was in the real estate community creating content for 15 years and then was living a dream doing the technology space.
Aaron shares a chocolate and peanut butter analogy: Chocolate is what you bring to business. Peanut butter is the data. Combining them creates magic.
Jeff says sales professionals are the most scroll-chasing individuals in the world who actually sit back and execute on strategies that involve data.
What are strategies that real estate agents can utilize for data?
PropertyRadar is a public record platform for people, mortgage, and property data all in one.
As the real estate market is very high, agents have to create deals. You need a real estate investor in your back pocket.
iBuyers are not buying hard properties, they are buying the easy ones, and they are competing with realtors.
iBuyers don’t want people’s problems and property problems, so as a real estate agent, you have to understand the game.
Institutional investors raise a lot of money thinking that there is going to be distress or a huge wave of closure, but unfortunately, they are most likely going to be sorely disappointed.
If you are not in the builder space, it will be tough as property rates are going up.
As long as prices stay inflated, it is always a good time to sell.
Number 211 is a nationwide network that helps the human services hotline. If you dial 211 and ask them for data and different resources for housing, rent utility, etc., you will get more than you ask for.
Jeff inquires, “When it comes to acquiring data, how does that work for a real estate or mortgage professional?”
There is a subscription-based model of PropertyRadar; Aaron explains how it works and why it is important.

3 Key Points:

Aaron shares how he is helping and teaching real estate industries and market professionals how they can do better with data.
Marketing means you are talking to the right audience at the right time on the right channel with the right message.
Jeff is curious to know, “Where PropertyRadar pulls and estimates a value or equity?”

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Aaron Norris | LinkedIn | Website | https://community.propertyradar.com/ | aaron@propertyradar.com
Chime (sponsor)
LinkU (Sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer talks to Cindy Ertman, CEO, and founder of The Defining Difference, a success-based coaching, and training company. The company is devoted to helping people master the power of intentional choice to create a defining difference in their own lives.

Episode Highlights:

Cindy talks about her life journey. She started her career in college as a real estate agent.
She shares that she has been working with real estate agents and bringing them success strategies to grow and build their business from marketing to team development.
Jeff says coaching in today’s world has become extremely diluted, and in this digital world, everyone is a coach now.
How can real estate professionals navigate which platform or coach is best for them?
Google the best coaches, look at their reviews and talk to people, scan testimonials about people's experience and how their lives have been changed.
Hire the assistant or hire the next level that supports your business before you need it, and you grow into a very good place.
If you are looking into someone’s business, look at the foundation. You have to make a strong foundation for your business to take your business to the next level of success.
Cindy recommends a simple exercise - “Plus or Minus” things. It has changed many lives. Plus: the things that you love doing and minus: the things that don’t help you.
You have people who are focused and love to do things, and on other hand there are people focused on what they hate doing. How do you focus on the things people love and get them to work on what they hate?
Most successful people in real estate are those who can build a relationship.
Jeff says that burnout sometimes happens due to too much work or tension with your families because you are perpetually accessible, or you just have rough deals.
It is really important to put some boundaries around your business.
Background check candidates and know who has given the reference is the key while hiring a new team member.
Jeff recommends establishing your own brand and how you want to be represented on your pages is absolutely critical.
Is there any matrix in your income or your revenue that says, “Yes, I can afford this, or you should probably wait with hiring a new person?
The matrix is not what the current data tells you, it’s what the future data tells you.
Cindy says she loves her team so much that she is just playing and having more fun. She wants her team to come together and create a shared vision and all move towards that vision together.

3 Key Points:

Jeff and Cindy talk about team development and how she lifts people to make them successful in their business and life.
Cindy discusses how morning practices are a big part of our mental health and keep us in mindset.
How do you coach your clients who think they can’t afford it? Cindy explains how she usually starts by walking through the process and identifies the gaps where they are losing people.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Cindy Ertman | Website | Facebook | Instagram | info@cindyertman.com
Get your free download- 7 Instant Skills to Ignite Your Life, Business, and Income
LinkU (Sponsor)
RedX (Sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer talks to Jay Steinback and Amanda Alejandro, CEO and Founder of The Realty Shop in the St. Louis market. They have done some amazing things to grow and innovate. They launched both The Realty Shop and Realty Shots to fill the gaps in the traditional brokerage model. Tune in to hear their valuable insights!

Episode Highlights:

Jay and Amanda share their stories and tell the listeners about their growth. The new service that they are launching is called Realty Ready.
Amanda has been a licensed realtor since 2008, and she started the company in 2018.
The business is Amanda’s full-time career, and she likes to create full-time opportunities for others.
Jeff reminds people, in 2008 – It was the year of the big stock market crash, and everyone was running away from the real estate industry.
When everyone was jumping out of the real estate, Amanda decided to take the challenge and get her real estate license.
Jeff inquiries about commission and what’s best for the business?- “As an agent, when people are looking at where they need to go, what is the best suggestion you would give?”
Amanda says that 90% of the sales that come from their brokerage are provided by the company.
Jay reiterates that looking at the brand and determining how it is providing value to its consumer is very important.
What are the 3 most important components that I should be looking for in interviewing brokerages?
The majority of brokers that Jay and Amanda encounter are always missing communication. They are literally lost in transitions and most brokers don’t know how to generate the business.
Work-life balance is important, and agents should really think about that.
Jay shares his concern that, “There are amazing agents who get zero support from their brokerage firms.”
Our client is the consumer, and with a technology-driven culture, agents have a fight to offer value to clients.
Jay says that their conversion rate over Zillow is over 70%.
Amanda and Jay talk about their excellent customer experience and the Alpha, Delta, and Omega systems.
From the mindset of brokers who are trying to find their own systems, what are the objections?
For every 4 agents they speak to, they ask 1 to come on-board.
At Realty Shots, there is no lone wolf; they all are a team. Jay says, “We are all stronger together.”
Amanda and Jay share where they are going next and what they potentially see coming.

3 Key Points:

Amanda took 15 years of her realtor experience, merged it with Jay’s corporate background, and they both achieved profitable business growth. Their office is accredited amongst the Top 50 offices in St Louis. Amanda has secured ranking as the Top No.5 agent in St Louis.
Jeff asks, “I am a team leader or broker who wants to run a shop; how should I be prepared?”
For the past 3 years Amanda and Jay have been watching where Zillow is going. They say that Zillow is focused on one thing – home buyer and seller. Amanda says Zillow is solving a problem giving the consumer what they want.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram |
Jeff Pfitzer | Instagram | LinkedIn | Twitter
The Realty Shop | 314-372-0324 | Facebook
Realty Shots Photography
Realty Ready
RedX (sponsor)
RedX Promo

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Spotify and Facebook are now interacting in new ways that could directly impact how you reach your audience. Facebook is adding new features and exploring opportunities for content creators to make money. Tristan Ahumada and Jeff Pfitzer have some interesting statistics and insights this week to help you think strategically about your social media marketing and advertising!

Episode Highlights:

Spotify is a big deal. Tristan has been testing out ads on Spotify for his real estate business and will share results in the near future.
Spotify just became friends with Facebook. Now, Spotify music and podcasts will natively play in your Facebook app .
Keeping users on the platform is the main goal for social media companies. Jeff mentions for example, “If you put a YouTube link on Facebook, it will probably be suppressed because Facebook doesn’t want you to leave the platform.”
Facebook is adding a feature for newsletters and starting with journalists who cover minorities. They are hoping to open it up to create a more diverse news experience.
Linkedin continues to see record engagement with overall sessions up 29%.
YouTube just reported a 49% jump in ad revenue.That is 6 billion in revenue from quarter 1 of 2020 to 2021.
The second most visited website is YouTube with 35 billion monthly visitors.
YouTube users watch 1 billion hours of video per day compared to Netflix users who watch 400 million.
Tristan and Jeff discuss success on YouTube and what it takes to create a real presence and how to utilize playlists.
Twitter has a ‘super follower’ button coming out, which will be a paid feature with expanded access.
Twitter has risen to 199 million daily active users and posts are up 28% year over year for the first quarter of 2021.
Pinterest is in the news for ramping up of it’s search functionality. People are currently turning there to search for things like vacation destinations. Pinterest already has a massive loyal following, so make sure you keep your eye on what they are doing.

Resources Mentioned:

Lab Coat Agents | Website | Facebook |Facebook Group| Twitter | Instagram
Drunk on Social | Drunk On Social
Jeff Pfitzer | Instagram | TikTok
Tristan Ahumada | Facebook | YouTube
Mark Rober

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer talks to Mike Berland, founder and CEO of Research Data and Analytics from Decode_M. He is an expert on how consumers and decision-makers think and behave; He is also the author of the book called, Maximum Momentum: How to get it, How to keep it.

Episode Highlights:

Data: How do you dissect it? How do you use it to your advantage?
Jeff and Mike discuss the pandemic and how everyone is going to come out from this.
Mike talks about his life journey and how he learned valuable lessons from working in political campaign trails and applied it to business.
When data became more and more available, he took his polling expertise and went into analytics.
Decoding data into momentum is what helps people to feel that they are moving forward.
The five key drivers of momentum are disruption, innovation, polarization, stickiness, and social impact.
Residential real estate has been the hardest topic for the past year as everybody was quarantining and started talking about their home.
People are now much more interested in improving their homes to make them more comfortable than they ever were before.
Decode_M analyzes how they can meet their consumer’s needs through the momentum mindset.
Pre pandemic, clients were hyper-focused on amenities and aesthetics.
Post pandemic, statistics show trends of people moving from urban to suburban situations. Space is at a premium and priority factors have shifted.
In Mike’s research, he has found that people are willing to pay more for things that they believe have momentum.
Social media plays a huge role in real estate and you cannot over promote yourself on the platforms.
The real estate industry is a confidence industry that values knowledge, expertise, and relationships, which are all keys to this business.
In residential real estate, it is usually even more emotional than it is transactional.
Understand your target, the objective, and be flexible to embrace what will help you succeed in your business and what forces can knock you out of business
Jeff says we have to shift the way we think about how we are marketing properties; Think about focusing on safety, outdoor space, and things that today have become the most important to consumers.
Moon shot is a vision that’s out in the future that inspires people and motivates them to achieve it.
What should be done in business to maximize success with a potential moon shot?
Communicating to people about both safety and making long-term decisions is critical.

3 Key Points:

Mike talks about using artificial intelligence and different data types to collect and analyze how customers behave and work with their potential.
Momentum in business applies to brands, products, and people. The five key drivers of momentum are: disruption, innovation, polarization, stickiness, and social impact.
Jeff asks Mike, “How do you believe that last year will change many things for many industries and how 2020 is reshaping our future?

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Mike Berland |Website | Team | LinkedIn | Book
StreetText (sponsor)
Follow Up Boss

Maximum Momentum: How to Get It, How to Keep It

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Apple has new data tracking procedures. Facebook is making big changes in regards to user experience. Snapchat is seeing a global uptick. New learning opportunities to grow your skills are popping up left and right! Tristan Ahumada and Jeff Pfitzer are bringing you the newest information on social media and how it applies to you and your business. Make sure to hit the subscribe button so that you don’t miss anything!

Episode Highlights:

Is there value to data tracking? Apple has updated opt-in prompts for users data tracking.
Tristan makes the listeners aware of the list of things that will be tracked on their devices.
Linkedin announced the start of Learning Hub, to create opportunities for more comprehensive skills on how to use social media and Linkedin.
Udemy is a place where you can learn almost anything, especially in marketing and social media at a very affordable price.
Jeff talks about the value of news articles on Linkedin.
Linkedin looks different on mobile versus desktop. Jeff and Tristan give instructions for navigating the features on both as well as how to find the learning hub.
Facebook adds changes to news feed rankings based on certain factors from their collected research to create a more balanced experience for users.
Authenticity is key. Jeff explains how to share your life and win the algorithm game at the same time.
Snapchat is at 280 million users! Facebook and Instagram keep copying what they are doing. Tristan explains why and how.
If you want to be relevant in ten years, you have to start thinking about marketing to Gen- Z.
Snapchat has a cool thing called Spotlight that they are testing out in 14 countries. They are giving away a million dollars a day to the video that they spotlight for that day.
Jeff previews a topic that will be discussed in the future on The Symposium, sharing that they have friends who are getting million dollar deals as a result of TikTok.
Clubhouse uploaded their logo for a third time in their short existence. Why are they choosing this unique strategy?
Staying present and having a strategy for cross posting on multiple platforms are two important points of focus to touch more people.

Resources Mentioned:

Lab Coat Agents | Website | Facebook |Facebook Group| Twitter | Instagram
Drunk on Social | Drunk On Social
Jeff Pfitzer | Instagram | TikTok
Tristan Ahumada | Facebook | YouTube
Udemy
Snapchat Spotlight
https://www.tiktok.com/business/en/
Drue Katoaka

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer talks to Wayne Mullins, who is the Founder and CEO of Ugly Mug Marketing. He has helped thousands of entrepreneurs and businesses across diverse industries. Tune in to hear his valuable insights!

Episode Highlights:

Initially, Wayne was terrible at sales, but he was determined to succeed.
Much to the dismay of family members, Wayne decided to leave his corporate job and start his own company, Lawn and Landscape, which he took from startup to selling it off in three years at age 26.
Wayne and Jeff discuss the time frame between his corporate job and the Ugly Mug Marketing start-up.
Jeff inquired, “What was the reason to sell off Lawn and Landscape so early?”
The key to all great marketing is standing out from the crowded marketplace and being different, not just playing follow the leader.
People think about marketing and advertising as the same but advertising is a component of marketing.
What percentage of your marketing budget is allocated to attracting and what percentage is allocated to retention of clients?
Wayne talks about relationship building and shares his knowledge about digital and social media.
The real difference between a friend and a client is trust.
A natural progression occurs for buyers when they go through their decision process.
Be intentional to target clients and share posts or comments to make targeted clients feel good.
Meaningful content can turn strangers to friends and therefore creates opportunities to build trust.
Jeff mentions that many companies and people focus on products or resources rather than creating audiences.
Lean into your strengths and refrain from copying. The real deal is, “What is the asset that you need to build to grow your audience?”
When you think strategically about digital marketing, you should be clear about who you are going to be later and what audience you can serve best.
We tend to believe that our business is different from others. Wayne talks about what approaches apply to target all types of audiences.
People love experiences and connections. The old fundamentals are valuable in building relationships with clients.
There is often too much responsibility placed on one campaign. You have to think sequentially.
It is good to look around to see what people are doing, but it’s also essential to figure out what they are making in the process or what is behind the actions. What are you doing to exceed those expectations?

3 Key Points:

Wayne talks about his career journey and the processes he has gone through to get to where he is today as the Founder and CEO of Ugly Mug Marketing.
Standing out from the crowd is the key or marketing. Exceed expectations and create evangelists for your business by taking good care of your clients.
Jeff asks, “As a realtor or agent, why would I hire an agency?”

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram
Jeff Pfitzer Instagram | LinkedIn | Twitter
Wayne Mullins | Website | Facebook | WHY US
Chime (sponsor)
Follow Up Boss

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New opportunities are on the horizon! Tristan Ahumada and Jeff Pfitzer have important updates to share on what’s new with your favorite social media company and what you could be doing to improve your content creation. Tune in to hear their thoughts on how to maximize google, repurpose content, and how to start trending on the social media platform that you are focusing on.

Episode Highlights:

Clubhouse is only a year old and is valued at 4 billion dollars.
Tristan mentions the trend of people being drawn towards audio.
Clubhouse released a statement about where they will focus their funding going forward.
Pay attention to your favorite social media company to see how much they invest in creator programs.
Jeff explains how he is creating a brand on TikTok and the opportunity it is generating with a specific targeted audience.
Tristan shares that his wife, Janice, encouraged him to invest time in Clubhouse and he reveals the opportunities he has already experienced.
Reddit just announced that they are coming out with a Clubhouse clone called Reddit talk.
Facebook is adding tools to their audio rooms to allow you to clip segments of content for posting, setting them apart from Clubhouse.
Snapchat has often been the innovator and Facebook and Instagram frequently copy what they are doing. You might say it is Facebook's modus operandi to copy features because they are doing the same thing with TikTok and now Clubhouse.
The future has yet to be tapped on Clubhouse and there are going to be major opportunities for business to consumer hence agent to consumer.
Why is it important to start your own room in Clubhouse?”
Child health experts are strongly advising against the creation of Facebook for kids. Tristan and Jeff weigh in with their opinions.
Apple has decided to allow Parlor to come back to the app store.
Highlights from YouTube’s recently released video that goes over how their video recommendation system works to help people understand what they need to be doing.
Jeff asks, “when you find the latest trending stories, where do you get that from?”

Resources Mentioned:

Lab Coat Agents | Website | Facebook |Facebook Group| Twitter | Instagram
Drunk on Social | Drunk On Social
Jeff Pfitzer | Instagram | TikTok
Tristan Ahumada | Facebook | YouTube
Chase Tucker: Peloton
Reddit Talk

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer, talks to Venus Morris Griffin, who is a successful realtor in Augusta, Georgia. She shares a mind-blowing story about her journey through personal challenges and the ability to beat incredible odds.

Episode Highlights:

Venus Griffin has been a real estate agent for almost 10 years. She got her real estate license to help her husband pay off extra bills.
Venus grew up in a very dysfunctional family. Her mother was in and out of mental hospitals.
Everyone deals with adversity differently, but Venus’s brother and sister just could not deal with it. Venus did not know how to break out of her situation, but one thing was certain that she did not want to be like the others who were around her.
She started by finding good role models and looked up to them and tried to emulate what they were doing in their lives.
At the age of 14, she was on the verge of homelessness, living with friends, trying to figure out what to do. She decided not to get into any bad habits and focused on getting through high school.
She went to college supporting herself with several different jobs.
Venus married her husband, and their marriage lasted for 20 years. This is when she thought she got life all figured out. They functioned as a very normal, blue-collar family.
Her entire life changed with the birth of her first child. In total they together have 6 children.
Venus’s life changed from one phone call that she received from a prostitute. Her husband was seeing a prostitute for several years, and she had evidence to prove it.
She truly believed in saving her marriage and fighting for it.
Venus found out that her husband had been lying about his whole life.
Venus was a stay-at-home mom for 17 years, at that point with 6 children she just did not know what to do but she committed to do whatever she had to take care of them.
In 2009 the market crashed and her attorney warned her that it was not a good time for her to start and she needed to have a plan.
Initially, she tried everything possible, be it calling people or walking the neighborhood and trying to convince people to hire her to list their house. Slowly and steadily, she started doing 2-3 open houses every Sunday,
Venus put forth the extra effort at the open houses and she sold houses, contrary to what research shows, and she would get buyers from it.
In the part of her first year, she earned $20,000 and in the second year she made $100,000. For Venus, there has been no turning back since then.
No matter how much work she had to do, she committed to sitting down to dinner with her family every single night.
Venus encourages the audience to have a “why” driving the motivation for what you do.
Jeff asks Venus, “What advice do you have for agents in today’s world?”
Venus talks about how it is important to look at the big picture and build your brand. In the first year, pay someone to do all the busy work.
Venus talks about her book which is about to get launched “Validated – Learning To Matter Through Breaking The Cycle of Abuse.”

3 Key Points:

Venus Griffin talks about her journey and the struggles that revolved around it. But she never felt despair; rather she was happy about where she was headed.
As she narrates her story, she shares that success is built over time, continually doing the right things, as well as respecting others and lifting others up.
Venus shares tips from her own experience for young real-estate agents about how to thrive.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram |
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Venus Griffin | Website | Instagram | Facebook
Chime (sponsor)
LinkU (sponsor)

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What's new on Clubhouse and FB's Hotline?

Clubhouse has adjusted its platform to give influencers the ability to make money. Hotline is Facebook’s attempt to copy Clubhouse. Tristan Ahumada and Jeff Pfitzer touch base on the recent changes that are being made on multiple platforms and share what you need to know about what’s coming next.

Episode Highlights:

The reason that YouTube has the best content is because out of all the social media platforms, the content creators get paid the best.
Other platforms that want to grow and remain relevant, need to take note of what YouTube is doing and pay content creators well.
Tristan reviews how Clubhouse’s “first monetization feature” gives creators the opportunity to make money.
Jeff wants to build a weekly or bi-weekly Drunk on Social Clubhouse room as an open forum to ask questions.
Google is about to change how their algorithm works. There are five things to watch out for that will affect your SEO ranking.
Check the ranking of your website page speed at developers.google.com.
Yahoo is still among the top most visited websites.
TikTok was the number #1 most downloaded app in the first quarter of 2021.
Tristan says TikTok’s video editor is so good that he goes there specifically to edit videos and just saves them as drafts.
The new editing feature on TikTok will allow you to toggle an image or text over an area and you can see what it would look like.
Facebook announced that they had 5 million emails hacked in 2019 which is why it is important to change your password frequently..
Facebook recently announced the addition of an up and down arrow to sort comments so that you can prioritize the best comments on a specific post.
Facebook also launched their new Clubhouse-like app, Hotline. They are going to have users join in with their twitter accounts to beta-test it at hotline.co.
Social media companies that pick up steam, like Clubhouse and continue to grow, are going to take off if they open up a creator fund that is really strong.
Pinterest also announced their creator fund to support creative talent. Howard Tager, one of the founders of Ylopo, has told Jeff to keep his eye on Pinterest, it will remain relevant.
Drunk on Social, The Symposium, is seeking feedback, join our FB group!

Resources Mentioned:

Lab Coat Agents | Website | Facebook |Facebook Group| Twitter | Instagram
Drunk on Social | Drunk On Social
Jeff Pfitzer | Instagram | TikTok
Tristan Ahumada | Facebook | YouTube
LastPass Password Manager
Hotline

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During this episode of the Lab Coat Agents podcast, host Jeff Pfitzer speaks with Barry Habib, the best prognosticator of the existing Real Estate and Mortgage industry. He is the CEO of the MBS Highway and three times Crystal Ball Award Winner by Zillow and Pulsenomics for giving the most accurate Real Estate forecasts out of 150 of the top economists in the United States.

Episode Highlights:

Jeff asks Barry to tell the listeners about his entrepreneurial journey, industry experience, and the challenges he has faced.
Barry wrote a book called, Money in the Streets, which was the number one Amazon bestseller. It is a wonderful book with regards to finding real estate opportunities.
There are so many opportunities to help clients identify. In the market now, “You have to win the home, you don’t just buy it.”
Barry produced Criss Angel in Las Vegas and Rock of Ages on Broadway, as lead producer and managing partner, which became worldwide.
He was in the mortgage sector for many years and had his own company which he built and sold. He was ranked as the top producer in the United States several times and he was named “Mortgage Professional of the Year” in 2019.
Barry talks about the importance of identifying and addressing points of friction in business.
Barry states that you win trust in two ways: 1) Not being afraid to tell everything that is bad and 2) Having true knowledge.
If we learn to establish trust quickly, we will have more transactions, we'll be happier in our relationships, and we will be more successful in general.
Barry says a real estate agent should be like an advisor, willing to present the good and the bad. He says to put yourself in the position of the buyer when you think about what they would want and need to know.
The demand side of the industry is new households being formed and the supply side is households being completed by builders.
The first time home buyer is a critical element in supply and demand. They don’t replace inventory.
According to Zillow, the median age of the first-time home buyer is 33 years old. Looking at birth rates, over the next five years, there is going to be an even greater influx of first-time home buyers who will be depleting the inventory.
In regards to affordability, he says it's important to understand the actual math behind it because the media does not get it right. We are in the seventh most affordable housing market on record.
The most recent existing home sales report showed the median home price rose 16%; It also showed that hourly earnings rose by 5%. The median home price is not appreciation, that is the mix of homes. Since there is not as much inventory on the lower end, less people are buying on the lower end. For homes above 1 million dollars, sales increased by 80%. The increase above that level moved the median home price up.
With incomes going up over 6% and interest rates staying relatively the same, sale prices could go up 10, 15, 20, 25%.
Barry emphasizes fulfillment in the journey of seeking one’s goals. The monetary benefit will come but the factor of truly being able to help others is the source of actual fulfillment. “The feeling that we get from helping is better than the check.”

3 Key Points:

Barry states that establishing trust is the foundation for being successful in anything.
Focusing on letting go of our fears, let go of our insecurities, getting out of our own heads, and truly seeking the customers’ best interest in advising them is the key to success in real estate.
To understand the affordability and sustainability of the current housing market, we have to look beyond the repeated misconceptions of the media and into the real data and math.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram |
Jeff Pfitzer | Instagram | LinkedIn | Twitter
Barry Habib | LinkedIn | Instagram | Facebook | Website
RedX (sponsor)
LinkU (sponsor)

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What's Next On Your Favorite Social Media Platform?

Instagram, TikToc, Facebook and Twitter are creating new opportunities for users to reach more people and explore futuristic ideas for communication using AR and VR. Tristan Ahumada and Jeff Pfitzer share what’s new and keep you updated on how these changes could impact your business.

Episode Highlights:

Instagram Stories will have drafts coming soon.
Automating captions for videos is currently being tested by Instagram.
Instagram is focusing on Stories and Reels.
It is really important for Instagram users to make shorter videos and add captions.
Facebook just released an infographic of 5 years of VR advances from Oculus.
Virtual Reality (VR) is when you feel like you are in a virtual world.
Augmented Reality (AR) is when you superimpose a virtual piece that can hover on something real.
Facebook introduces a video trailer for Horizons.
Watch the movie Ready Player One to get a glimpse of what companies, like Facebook, are creating.
Facebook is also working on creating a virtual workplace where you can wear oculus glasses and meet in a virtual world.
Tik Tok launched Playlist so content creators can categorize their content.
You can post to YouTube, grab the link, and post it to Twitter.
Twitter is a great place for you to share random thoughts..
Snap a picture of the random thought you posted on Twitter and share it in your Instagram Stories.

Resources Mentioned:

Lab Coat Agents | Website | Facebook |Facebook Group| Twitter | Instagram
Drunk on Social | Drunk On Social
Jeff Pfitzer | Instagram | TikTok
Tristan Ahumada | Facebook | YouTube
https://tech.fb.com/ar-vr/
Facebook Outlines Five Years of VR Advances from Oculus [Infographic]
https://www.oculus.com/facebook-horizon/
Ready Player One Movie (2018)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Isaiah Colton, co-founder of the Real-Estate Nexus and the head of growth for the Realty Home Advisors brokerage. Isaiah is a lead-generation guru and he shares his expertise that he gained from continuing to solve problems along the way.

Episode Highlights:

Isaiah Colton talks about his journey, experiences, and the challenges that he has overcome in his career.
In 2014, he was the VP of sales and marketing for a start-up online marketing company, when he decided he wanted to go out on his own to start a brokerage.
Isaiah and his business partner, Mark, developed a small team of 3-4 people in a short amount of time.
He got hyper-focused on lead follow-up and lead conversion and ensured client experience was at the forefront of the process.
They used the ISA model, which was already around in 2014, but wasn’t quite as popular as it is today.
Their first year, their brokerage did 170 transactions and from there the growth continued.
Isaiah had the idea to train more people to do his role and they scaled the ISA model out to 70 ISA agents, doing referrals and prospecting all over the country.
The popularity grew, with agents continuing to join their referral program, and they couldn’t stop the momentum.
Within a three-year period, with the broker to broker referral model, they grew to 15 million dollars of revenue.
Isaiah woke up one day realizing that he was exhausted and not happy, managing 120 employees.
He wanted his company to be a technology-first type company and they sold off the broker to broker referral arm.
Isaiah’s passion today is helping real-estate agents have a whole scope of not just generating leads, but converting leads and making sure that the client is happy along the way.
Jeff asks on behalf of the listeners, “How can I equate this into my business?”
Jeff talks about the in-house ISA company built by Isaiah. At the end of the day, whether you are an agent, broker, or an individual, all you want is to make it rain. You are going to learn today “how to make it rain.”
Isaiah talks about the friction points in the real-estate industry that slows it down.
Largely there are three buckets – Marketing, Sales, and Service. Take a hard look and ask yourself, “How solid is your marketing plan?”
Jeff inquires if marketing means listing. He also points out that agents often don’t have a pitch.
Isaiah clarifies that marketing means converting people into your database, generating leads, converting them, and finally building a brand through social media, video marketing, etc.
Jeff inquires, “When it comes to actual lead generation with AI, how does that work?”
Isaiah shares that if your follow-up is not good, you will pay for something that is not good anyway.
Isaiah points out that with the new technology and tools, we have kind of lost the fundamentals.
Jeff and Isaiah discuss the importance of being honest and honing your skills. At times, Isaiah has seen people who are good at the front-end but lack customer management and vice versa.
If you hyper-focus on marketing, sales, and service with your client at the center and get better at serving clients, you will have abundance. With hard work and focus, wealth will come to you.

3 Key Points:

Isaiah talks about the ups and downs that he faced while launching and growing his business. At first, he was excited to grow a business, but later, he learned that “You have to be careful that you do it the right way.”
Isaiah shares about tools and technologies, especially how he has used the AI system backed by a 24/7 sales agent.
Isaiah talks about the importance of building value, creating urgency, overcoming objections, follow-up, tracking metrics, and much more.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram |
Isaiah Colton | Website | Facebook | Real Estate Nexus
RedX (sponsor)
Street Text (sponsor)

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Social Media Companies Competing For Ears?

Tristan Ahumada and Jeff Pfitzer discuss the rise of audio platforms and give insight into how social media companies are creating new experiences to compete in this space. Today’s conversation focuses on Clubhouse, FB, Twitter and Youtube.

Episode Highlights:

Clubhouse launched in April 2020 and only has 9 employees.
Financial companies originally evaluated the value of Clubhouse at 100 million but in a short period of time that evaluation has grown to over 1 Billion dollars.
There are 6 million registered users on Clubhouse and it is only available on iPhones.
2 million registered users actively use Clubhouse weekly.
Facebook is creating something similar to Clubhouse.
Facebook currently has Rooms and is going to initially let you start a room that will essentially operate like Clubhouse.
Messenger Rooms was originally created by Facebook to compete with Zoom and Google hangouts.
Spaces on Twitter is a new way to have audio conversations on Twitter.
AR is Augmented Reality and you need to check out Facebook's Human Computer interaction at the wrist video.
Facebook is working on a kids version of Instagram.
Youtube is the future of TV.
Instagram is much more diversified than any other platform with stories, reels, feed and IGTV.
Youtube is rolling out shorts with simple edits.
Users of Youtube expect longer videos.
Twitter is launching a new test for iphone to enable Youtube clips to be played in the stream.

Resources Mentioned:

Lab Coat Agents | Website | Facebook |Facebook Group| Twitter | Instagram
Drunk on Social | Drunk On Social
Tech@Facebook - Human-Computer Interaction at the Wrist
DOS FB page link to social media platforms monthly active users

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Kathrin Rein, CEO of Beautiful Miami and a successful real estate agent. Kathrin Rein talks about how she has gone from stand-up comedy and acting in her earlier days to becoming the top solo real estate agent with Keller Williams Realty in the state of Florida for the last two years.

Episode Highlights:

Kathrin Rein is from Germany and is based in Miami.
Financial freedom has been her goal since she transitioned from stand-up comedy to real estate.
Kathrin Rein sells about 70-100 houses a year.
Her dad passed away when she was 22.
Many comedians are actually in a dark place.
What caused Kathrin Rein to get involved in real estate?
People underestimate the power of knowledge.
Just because you don’t know anyone doesn’t mean you can’t become a real estate agent of choice.
With real estate, there is no ‘right way'.’ There is just your way.
Kathrin Rein has been in real estate since 2011.
She is normally on the buying end of the real estate market and she is strong on SOI.
Follow 3-5 people on social media that you are inspired by and emulate them and make it your own.
Perfection is overrated. Take action and be different.
Kathrin has a full-time marketing manager.
Be yourself and identify your personal advantage.
Kathrin Rein owns five houses in Miami and three in the mountains of Georgia.
Kathrin discusses the metrics that she used for vacation rental properties.
Kathrin Rein pays her property managers between $350-$500 per month or 10%.
Buy areas that are diamonds in the rough where it is family-friendly, where people would want to spend time, and that you would want to vacation in.
She could retire now if she wanted to live in the mountains of Georgia.
If she stays in Miami, she could retire in 3 years.
You pay the highest taxes on your income, less taxes on your rental income, and even less on your capital gains.
If you make no money on paper for taxes, then you will have trouble getting mortgages.
Don’t be afraid to ask questions.

3 Key Points:

Just because you are good looking, that by itself is not an achievement.
Leverage your past life of friends and build deep relationships with people.
Kathrin Rein’s real estate strategy includes relationships with people outside of her industry, her sphere of influence, agent referrals, not being salesy, and being a giver without expecting anything in return.

Resources Mentioned:

Lab Coat Agents | Website | Facebook | Facebook Group | Twitter | Instagram |
Kathrin Rein | Website | Linkedin | Instagram | Twitter | Facebook | Meet with Kathrin |
Street Text (sponsor)
Follow up Boss (sponsor)

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What’s new with FB, Twitter, IG and Clubhouse?

Tristan Ahumada and Jeff Pfitzer discuss what’s new with Facebook, Twitter, Instagram, and Clubhouse. They point out how it can potentially impact your social media strategy and ultimately your business. Be aware of trends and stay ahead of the changes so you can maximize the opportunities.

Episode Highlights:

Today we are going to discuss the latest news from Twitter, Clubhouse, FB, and IG.
Twitter is testing an edit or undo button.
DRock with Gary V uses twitter to find freelancers.
Twitter today is #4 with monthly visitors.
Clubhouse launched a creator accelerator program.
Clubhouse is looking to curate creators so they can have a bigger audience.
Clubhouse will soon add Android users and that could be significant.
Facebook is looking to create a similar product to Clubhouse.
Facebook is going all in on AR & VR.
Facebook is creating websites and landing pages.
NFT’s are Non-Fungible Tokens and you can create something unique to you that can not be replicated. Take a look at how they are using it with art.
Instagram wants to capitalize on reels.
Instagram recognizes the number of posts, stories, and IG TV’s on your account.
Jeff commits to 4 to 5 posts per week in his feed post and 5 to 7 stories per day.
Make social media what you want it to be.

Resources Mentioned:

Lab Coat Agents | Website | Facebook |Facebook Group| Twitter | Instagram
Drunk on Social | Drunk On Social Facebook Page
Tristan Ahumada | Facebook | YouTube
Jeff Pfizer | Instagram | TikTok

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Chris Craddock. He is an expert in lead generation, working with investors specifically. Chris has grown his business from $80 Million to $160 Million over the last few years in the Northern Virginia DC area. Founder CEO of Redux group. He has a Platform of REI REVIVE, and he is a co-host of the podcast Uncommon Real-estate.

Episode Highlights:

It is a challenge for real estate agents to develop and build relations with investors in the pandemic. It is a critical component to keeping your business very high or taking it to the next level.
Chris took the unconventional path to real estate. He went to some of the bigger investor groups and enquired what they do with the dead leads.
For Chris, persistence was the key to get his first break.
Chris points out that real estate agents and investors should work together in tandem, but they rarely do so.
Investors are more open to fixed costs than variable costs where on the other hand, real estate agents are more open to variable costs than fixed costs.
With agent vs. investor mentality, you have to identify what the seller or homeowner wants.
The script should be more about questions, and then you give solutions.
Normal conversations for the script: How do you differentiate? What are the common mistakes that agents make?

3 Key Points:

Chris answers the questions: Where do you find investors?, Where are the investors getting the leads from?, and What is it that may have caused you to succeed whereas others may have not?
It is highly crucial how you approach a lead; Instead of approaching them as standard agents, it is best to approach them as problem-solvers.
Chris answers the question: Do you think most agents go in with a standard presumptuous mindset?

Resources Mentioned:

Lab Coat Agents |Website| Facebook | | Facebook Group | Twitter | Instagram |
Chris Craddock | Website | | Facebook Group | Instagram
https://www.chriscraddock.com/reirevive
https://www.facebook.com/groups/uncommonrealestate
https://www.landvoice.com/pre-foreclosure
https://www.propstream.com/
https://www.coleinformation.com/
https://dmv.thereduxgroup.com/

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General Social Media Strategies That Work

Drunk On Social, The Symposium. Co-Host, Tristan Ahumada and Jeff Pfitzer go deep into general social media strategies for growing a social media audience. Jeff and Tristan also take the time to share the actual successful strategies they use daily to grow their social media audience which ultimately helped build their brands and grow their business.

Episode Highlights:

We are going deep on these 10 platforms: FB, IG, TikTok, Pinterest, Twitter, Linkedin, SnapChat, Club House, YouTube and Reddit.
Today’s episode will focus on general social media strategies.
It’s about connecting with people on a deeper level and then showing them what you do for a living.
We are going to share simple principles about how to stay hip to what is happening and/or improve your social media presence.
Identify what your message is to the people you want to target.
You are the Brand.
Early adopters don’t know if it will work but they go all in so they can learn something from the process and apply it to other social media platforms.
This is Tristan’s strategy for his social media, personal brand and business: STAY = Sell, Teach, Advise and You.
Go all in on 1 social media platform first, before trying to use multiple platforms.
Use what you love and attract as many people as you can.
The purple dress and glasses mindset.
Be yourself and don’t worry about what people think.
Jeff’s strategy is to do 4-5 feed post every single week and at least 5-7 stories per day.
With everything that happens over the course of your day, you need to answer the ?, Is this shareable?
Closely follow 5-10 people who inspire or entertain you and then take bits and pieces from them to grow your brand.
We are going to bring in experts and go deep on every single platform.
We will keep you aware of what is next with each platform so you can identify how best to use it.

Resources Mentioned:

Lab Coat Agents | Website| Facebook |Facebook Group| Twitter | Instagram |
Drunk on Social | Drunk On Social

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Avery Carl, who bought her first vacation property at the age of twenty-six on just a $37k per year salary. Now, she’s a millionaire in her early thirties by taking her first-class ticket into the real estate market provided by her knowledge as an agent!

Episode Highlights:

Avery grew up wanting to be a rockstar and worked in the marketing side of the music industry for a few years after school.
It didn’t take long for Avery to figure out that she was a terrible employee and bought a rental property in Tennessee to start a side business.
In the Smoky Mountains, Avery discovered a decades-old vacation rental property gold mine.
With a husband that mirrored a terrible client, Avery got her real estate license and began building her empire.
In less than six years, Avery went from one rental property to a portfolio worth multiple millions.
When it comes to short-term rentals, focus on areas that are weekend spots just outside of your metro area.
Every town has something to offer as far as great real estate investments, you just have to find it.
True-vacation markets run the risk of not being able to convert short-term rentals into long-term in case of emergency.
Many agents make the mistake of automatically referring out vacation markets that are more than an hour away.
Agents who do not have the time to drive three hours to a property can hire showing agents.
Online data is available for all agents, though Avery found her ideal locations via in-person experience.
Depending on asset class and the distance an agent is willing, agents can choose the best investing locations for them.
In vacation areas, during times of distress, you will see people sell off their investment properties and vacation homes before things get to their primary home.
Mature vacation rental markets have normalized renting privately-owned properties over hotels.
Avery recommends a mix of Airbnb and VRBO as platforms to market short-term rentals for investors.
Financing options include putting 20% down with a normal loan, 10% down vacation-home loan, and Host Financial specialty loans.
Host Financial lends on the potential income of short-term rental properties for both individuals and LLCs.
Managers for short-term rentals charge about 25% of gross income which is much higher than long-term rentals.
Most people that Avery knows in the short-term rental space self manage in order to build a solid portfolio.
Fixing mishaps in your property is the same whether you are two miles away or two thousand miles away.
Expectations for repairs are ASAP for emergencies and whenever help can get out for other problems.
Expressing the income as a percentage of the purchase price is the deciding metric that Avery uses to evaluate a property.
Utilize the Enemy Method and look on rental platforms to see what other properties charge in the same neighborhood.
Get as many data points as you possibly can in order to make the best property evaluation possible.
Management companies are willing to share data and metrics about properties in their area because they want you to hire them.
Many agents live commission to commission, making it important to set up a source of secondary income.

3 Key Points:

Investing in real estate is almost like insider trading for agents because they can build a passive stream of income with the knowledge that they’ve acquired through their work.
In mature markets, it’s a norm that people rent private properties rather than hotels, as compared to a young market that does not accommodate short-term rentals.
In order to self-manage, investors will have to communicate via their platform of choice and will not get as many late-night calls as is commonly assumed. Avery suggests establishing relationships with local repair services.

Resources Mentioned:

Lab Coat Agents | Website| Facebook |Facebook Group| Twitter | Instagram |
Avery Carl | Website| Facebook | The Short Term FB Group |
Host Financial
Chime (sponsor)
LinkU (sponsor)
LCA Marketing Center (sponsor)

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Lab Coat Agents, Welcome to our first episode of Drunk On Social, The Symposium. Co-Host, Tristan Ahumada and Jeff Pfitzer introduce us to what we can expect from the Symposium, which will be 100% focused on social media and how to best use the platforms to take your business to new levels!

Episode Highlights:

Drunk on social will help you elevate your social media game, improve your social media presence, and help you grow your brand.
The Symposium is going to go deep on all things social media.
Our focus and passion has shifted to be out ahead in the social media world.
Tristan is focused on FB and pivoting over to YouTube.
Jeff focuses on 5 platforms: FB, IG, TikTok, YouTube and Linkedin, primarily focusing on short term content and building an organic audience.
Go deep on 1 platform first and then grow and build your audience from there.
Tristan is shifting things to Re-Stream, Streamyard, and ecamm live where you can take the same piece of content and break it down into smaller pieces of content for other platforms.
We are going to pivot every time something changes in social media and introduce you to all new platforms..
We want engagement from our audience and input on how you are using social media to stay out in front of the platform changes.
We are going to introduce you to experts in particular social media outlets, so you can hear how they are leveraging that platform to grow their business.
Go all in on Google, Google reviews, SEO and purchase Google and Youtube ads.
Social Media value is usually based on MAU’s (Monthly active users).
How is Social Media relevant to your business?
We are going to talk to people who are actually building their audience organically and are specialists in a specific social media platform.
As a business person, you need to understand the things you have available at your fingertips to stay ahead of social media changes and understand how to use them to grow your business.
Check out our private FB group: Drunk on Social!

Resources Mentioned:

Lab Coat Agents | Website | Facebook |Facebook Group| Twitter | Instagram |
Drunk on Social | Drunk On Social
Visual Capitalist
Restream: Multistream to 30+ Platforms Simultaneously
StreamYard
ecamm

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Zachary Foust, owner of Loft Realty in Delaware. In only three and a half years, Zach has built a social media following in the millions and established himself as the real estate authority in Delaware!

Episode Highlights:

Zach opened Loft Realty in Delaware almost a year ago, but has been a realtor for four years now.
Creating content ignites creativity in Zach’s brain because it presents him with an opportunity to solve a puzzle.
Before real estate, Zach was raised by two military parents and worked full-time in the Army National Guard, a surround sound company, and as a correctional officer.
Zach has been fired and demoted in multiple positions throughout his life because he was not able to focus his attention on those jobs.
Jeff is in the mortgage game which tends to be very boring but he has been able to find his passion with the social media side of things.
Zach entered his real estate industry as a blank slate and decided to change the person who he was.
Through the use of video and live streams, Zach was able to build his foundation as an authority in the real estate game.
Though some people might think that Zach’s personality is too loud to break bread with, his exposure makes him the best person to sell their house.
Zach has never lost a single agent from his team from being fired because he does not view them as numbers.
Though he doesn’t make a salary from his team, Zach is still able to earn as an agent and marketing consultant.
An abundance mindset has taken Zach from getting his license to owning a brokerage in less than four years.
Agents have a tendency to try to sell themselves over social media which actually has the opposite effect.
When you decide to stop going after the sale and start going after the brand, consistency will come to define your success.
With a stutter and a squeaky voice, Zach used to hate speaking in front of other people, but consistent training has helped him overcome that fear.
By being completely authentic with all of his social media postings over multiple years, 94% of Zach’s sales were non-competitive this year.
Know where you are and are not good, where you can provide value, and be authentic to that in your social media content.
Make it a focus to get criticized because that means that you are doing something right.
Depending on what kind of market you are going after, Zach suggests you start with either Facebook or LinkedIn.
TikTok provides a great platform to create content but has proven difficult to get referrals for Zach.
There is power in having a strong brand and an audience regardless of what industry you are in at the moment.
Tailor your content to the average audience of the platform that you are using and start at ground zero.
Being open-minded and having a growth mindset means you believe that you are one connection away from changing your life.
Take opportunities to surround yourself with people who have achieved the success that you want to succeed.
One of the biggest mistakes that people make is that they stay with the same group of people their entire lives.

3 Key Points:

By not editing his videos and leaving in the bloopers, Zach was able to humanize himself and connect with his audience at a more authentic level.
Zach has forced himself to put retention and recruiting at the forefront of his business by vowing to take no salary until his brokerage hits eighty agents.
Don’t judge based upon what other people have accomplished or are posting on social media. Be authentic to yourself or failure is imminent.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Zachary Foust | Linktree | LinkedIn | Facebook| YouTube | TikTok | Instagram
LinkU (sponsor)
RedX (sponsor)
LCA Marketing Center (sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Kris Reid all the way from Vietnam. Kris has a background in building online computer games and figured out how to use SEO to bring visitors to his site at an elevated level. Now, Kris helps people understand the power of SEO and how it makes life easy!

Episode Highlights:

Now more than ever, it’s incredibly important to have a digital presence and an effective website.
It’s important to keep a cup-half-full mentality in the wake of the global pandemic.
Originally from Brisbon, Australia, Kris has a background in software engineering.
After the financial crisis of 2008, Kris decided to build an online game which forced him to learn the ins and outs of SEO.
Most businesses and entrepreneurs fail for the simple fact that they don’t bring in enough revenue.
Many of the realtors that Kris speaks to leave themselves defenseless by spending their entire marketing budget on Zillow.
Eventually, you can use SEO to hone your website down to your specific niche in the market.
Through keyword research, Kris and his team help their clients find what people are looking for in their area.
In general, content is important, but studies show that over 90% of content on Google gets zero traffic.
Realtors can only handle so many leads without hiring more staff, so you must know what success looks like to you every year.
Digital marketing kicks the hell out of TV advertising and the best part is that it’s easy to track the numbers.
Many times, Kris gets blank stares from the clients that he explains SEO to because they aren’t very technical.
Kris and his team help their clients figure out the avatar of their ideal customer and get in the heads of those people.
When Kris begins working with a client, he has to be able to explain SEO to a certain point in order to build trust.
Cost-per-click posts are the ads on top of a Google search which costs the owner to put there, though they get less than 7% of the clicks.
The difference between the 1st-ranked site on Google and the 10th-ranked site is 10x the amount of traffic.
Really long key phrases are usually linked to people who know more about what they are looking for.
The more specific you can be with your keywords, the smaller the search volume will become, but the higher the percentage of converted leads.
People are forced to trust what everyone else is saying about you on Google, so domain authority plays a massive role in your ranking.
Establishing a solid domain authority, the amount of backlinks that lead to your page comes down to keyword research.
Everyone wants this sexy, aesthetic website, but bringing in traffic is the most important aspect.
Your page needs to punch people in the face and tell the visitor exactly what you do on the landing page.
Don’t kill a lead by trying to sell on the first connection, provide value and show people that you can help them.
The biggest mistake that people make on social media is that they treat it like a website.
Make it clear to Google what pages are linked to what keyword so that the pages don’t cannibalize each other.
Go to Kris’s website below and Kris will evaluate your website for free!
Kris has worked very closely with his team leaders to establish the company goals and what they need to achieve them.

3 Key Points:

The power of SEO lies in the fact that it is compounding. Rather than blow your entire marketing budget on Zillow, put half into your website and your leads will eventually skyrocket.
Studies show that over 90% of content that can be found on Google gets zero traffic. While content is important, leading people to that content trumps all.
The longer the key phrase, the smaller the volume of leads that will come in. At the same time, those leads know more about what they are looking for, so a higher percentage will be converted to sales.

Resources Mentioned:

Lab Coat Agents Website |Facebook| |Facebook Group| |Twitter| |Instagram|
Kris Reid Website | Facebook | Twitter | Media Factory| SEO toolset | Search Traffic Study blog
7 Habits of Highly Successful People
The Vision Driven Leader
Clockwork
mobwarrior.com
RedX (sponsor)
StreetText (sponsor)

The Vision Driven Leader: 10 Questions to Focus Your Efforts, Energize Your Team, and Scale Your Business

Clockwork: Design Your Business to Run Itself

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Tyler Kemp, a digital marketing entrepreneur, a social media expert, and the creator of the platform LeadRoll. With so many social media gurus out there today, it’s hard to know who to trust, but Tyler’s FIRE formula will help you know what’s real!

Episode Highlights:

There’s so much opportunity out there that gets muddied up with the sheer amount of information that is available.
Tyler actually started out wearing a bunch of hats in the real estate digital marketing sector.
In the mortgage loan business, Tyler and his partner were doing over $120M a year in volume.
After helping multiple businesses grow substantially, Tyler launched LeadRoll where he works with hundreds of different types of businesses.
Real estate tends to be pretty far ahead of other industries when it comes to digital marketing techniques.
You have to learn how to own attention through sales and marketing so that you can own the market.
When people tell you that you are doing things wrong, power through with the knowledge that what you are doing is good for long-term success.
Tyler thinks that the biggest land mine in the real estate industry in the last year is all-in-one solutions for marketing.
Advertising for marketing and lead-generation tools constantly promise results but seldom deliver.
Real estate agents should build their businesses like a startup or a marketing agency to establish the pillars of a sustainable company.
Know where you’re going to get your next deal and build a machine around converting those leads.
Tyler suggests that you start by being a serious skeptic and questioning your own marketing strategy.
There exists a large gap in knowledge between marketing experts and sales experts.
Tyler does not think that putting out social media content is the real problem that anyone has, rather they need to bring in leads.
Whereas the sales game is all about chasing, marketing is more of an attraction-based strategy.
Knowing as much information as possible about the lead that you are chasing makes you that much more likely to convert it.
Though Tyler used to be all about automation, now he believes that the best thing you can be is human.
Intimacy can be scaled by working with professionals or building out your own team, but there is no easy way.
It’s incredibly difficult to scale your outbound efforts in an intimate way without working with professionals who have done it.
Jeff knows first-hand that a lack of authenticity in your social media content will lead to a disconnect with your audience.
You have to believe that your social media posts are working in order to keep doing it over the long-term.
Be careful about putting your own self-worth into any of the content that you put out there.
Know where all of your marketing activities fit in the bigger picture for your business; don’t waste money or time.
When building his successful personal brand on social media, Jeff has not been able to automate anything.
Everyone chases the immediate answer and when they don’t get it, they give up and that will never bring success.
Those who are willing to follow Tyler’s advice will reach that ultimate goal of building a sustainable business.
Frequency, intimacy, relevancy, and efficiency make up LeadRoll’s FIRE formula that separates them from their competition.
Tyler is looking to take his clients to the next level, as in way into the 7-figure revenue level.

3 Key Points:

It’s only getting harder and harder to be successful in the real estate industry, and that’s why it’s vital to be revolutionary in the space of digital marketing compared to other industries.
Regardless of the onslaught of marketing and lead-generation tool advertising, there is no perfect solution for $100 a month.
Tyler has an entire staff that hand writes custom first lines for all of their emails in an attempt to scale intimacy on a large level.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Tyler Kemp LeadRoll | RollSocial | LinkedIn
Chime (sponsor)
StreetText (sponsor)
LCA Marketing Center (sponsor)

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During this episode of the Lab Coat Agents Podcast, guest host Tristan Ahumada speaks with David Greene, a very successful real estate agent, real estate investor and author of the book SOLD: Every Real Estate Agent’s Guide to Building a Profitable Business. David has amassed a career’s worth of experience in the real estate industry and uses that knowledge to help others get their careers off the ground!

Episode Highlights:

As a police officer, David had no intention of getting into real estate when he bought his first rental property.
David was able to learn everything about real estate by owning it himself and left the force to become an agent.
After a couple of years of building his business and failing, David is on pace to hit about $90M in 2021.
There exists a big gap in mentorship and knowledge in the real estate industry, something that David hopes to battle with his book.
Through his books and podcast, David exchanges his personal knowledge and expertise for leads.
By providing information on a specific topic to a specific sphere of people, you become the expert to those people.
David is attempting to disrupt the downward spiral in the real estate industry by educating agents on how to close deals.
Back when he was buying rentals, David would listen to the Bigger Pockets podcast for affirmation.
After meeting Hal Elrod and getting introduced to the Bigger Podcast guys, David had to learn how to write for the Bigger Pockets Blog.
People that find the right mentor are so much more successful than those who try to do it on their own.
David found the top producer in his office and offered to do what they hated in order to learn from them.
It’s not just about what you say to your clients, but about how you say it that can make the biggest difference.
In his book Sold, David teaches agents how to systematically have conversations with people as well as the technical aspects of the job.
Sold is just part 1 of a 3-part book series that will have something for agents with all levels of experience.
People kept coming to David with questions about application and how to get things off the ground, thus inspiring him to write his new book series.
You should not get into the real estate conversation with someone until they inquire about your life.
The time to be planting conversational seeds is when someone is studying for their real estate test.
Even if you’re first starting out as an agent, you already have a database, you just have to bring it together.
David teaches that it is best to start with the people that are already in their sphere before they start door knocking.
Agents that produce the most know how to consistently follow up.
It’s important to play to your own strengths because what works for some agents may not work for others.
The work that you put in today will manifest itself in the business that you do in 6 to 9 months.
Once you are comfortable with what works for you, the leads will come easier and faster as you go.
CRMs, spreadsheets, and the whiteboard system are 3 strategies that David emphasizes when building relationships.
David wants agents to understand that not all leads are the same and each one needs to be approached differently based on that person’s circumstances.
Listing presentations and buyers presentations are tools that turn leads into clients.
Psychology and knowledge allow agents to get a client to sign a contract and close deals.
You have to be able to determine a lead’s motivation before you can know if they are going to be a client.
By going to the pain point of the seller, agents can find their motivation, but it’s important to remember that you can’t create that motivation.
David takes every opportunity to brand himself as the real estate person to his sphere.
When joining a team, assess the exchange of value and where you work best based on your personality.

3 Key Points:

Throughout life, the more willing you are to help others, the more willing they will be to help you. You have to earn your way into somebody helping you.
It’s important to remember that being an agent is not a W-2 job. Your presence in the office will not result in you getting paid. Make sure your actions actually lead to money.
Many agents make the mistake of focusing solely on lead generation and not enough on lead follow-up. Top producers know how to systematically follow up until the buyer or seller is ready to move.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
David Greene Website | Books | Podcast
MCBackup
Chime (sponsor)
StreetText (sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Judi Fox, a professional LinkedIn Accelerator. She teaches her clients how to build a sustainable business on LinkedIn without needing to post a million times each month. Judi is also a pioneer in combining LinkedIn with Clubhouse, so take notes people!

Episode Highlights:

LinkedIn is kind of an outlier as far as social media platforms go in the realm of real estate sales.
When Judi graduated college in 1999, she had no idea what she wanted to do and no digital platform to research it.
Coming from a family of engineers, Judi earned her degree in Chemical Engineering and began traveling the world for pollution cleanup.
After getting her Masters in Environmental and Business Sustainability, Judi knew how to build a truly sustainable business.
Many agents don’t really understand what a sustainable business looks like, or how to build one.
It took Judi 10 years to explain to others what she was doing that was changing her own life.
The exposure algorithms that apply to most social media platforms do not quite correlate to LinkedIn.
While networking for her own job after the crash of 2008, Judi first began to help others network.
In 2014, Judi had to start her life over, becoming a single mom overnight and forced to move back in with her parents.
Think about your LinkedIn profile as a lead-generating website rather than a boring resume.
You can use pictures on your LinkedIn profile to show properties and incite emotions.
Before you ever make a post on LinkedIn, you should go out and make high-quality comments.
The LinkedIn community is centered around high-profile conversations between business professionals.
Most real estate agents look to engage and create a conversation with those that see their social media content.
As agents build up their visibility on LinkedIn, they need to produce less and less content.
Life is going to get in the way, so all you need to do is ramp up to a sustainable business level rather than grow forever.
1 to 2 posts per week on LinkedIn is Judi’s suggestion as a sustainable cadence for agents.
If your content is getting 0 to 100 views with no likes or comments, there is more work to do before ramping up your posts.
You have to comment on other conversations in order to tell LinkedIn what kind of conversations you want to be a part of.
Jeff has traditionally used LinkedIn as a place to park his content that he is posting on other platforms.
Even if you only get 10 comments on a post, those comments could be from potential partners.
Pick 3 current clients or collaborators, 3 peers, 3 people ahead of you, and 1 fun person when commenting on conversations.
Judi comments on Gary V’s conversations because the amount of exposure she gets is equivalent to a personal post.
Reflect back on what the original post is about while adding an original thought or opinion of your own.
You can turn your high-quality comments into personal posts down the road and also tag the person who made the original post.
Tagging 100 people in a post does not work anymore as the LinkedIn algorithm figured it out years ago.
Judi takes her clients through a 4-week acceleration program where she teaches them to increase their visibility.
As a single mother, Judi does not have time for constant social media attention, yet, people always tell her she is omnipresent.
As of January 14th, Judi is the first person to merge running a LinkedIn event and a Clubhouse event at the same time.

3 Key Points:

Judi was able to grow her own Environmental Sustainability business through LinkedIn, eventually prompting her to teach others how to do the same.
Social proof, testimonials, properties, emotion, and a calendar link are all different ways to make your LinkedIn profile a lead-generating website.
Judi’s strategy for commenting on LinkedIn includes 3 current clients, 3 peers, 3 influences or people that she looks up to, and 1 fun person that is associated with her interests.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Judi Fox LinkedIn | Instagram | Website
Chelsea Peitz
Barry Wolfe
Chime (sponsor)
LinkU Webinar (sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Dr. Hank Seitz, a mental scientist that is responsible for developing over $4B in real estate sales and running a brokerage of over 450 agents. There is no one better at teaching you how to control your mindset and control your world!

Episode Highlights:

Dr. Hank has a Ph.D. in Mental Science and is a practicing behavioral psychologist.
As a consultant for Fortune 500 companies all over the world, Dr. Hank has helped create a mass of wealth.
With over 20 years in the real estate industry, Dr. Hank and his team have moved over $4B in real estate.
According to science, our thoughts create the energy and emotions that construct our individual worlds.
People tend to be close-minded when it comes to the potential power of controlling their thoughts.
Through Dr. Hank’s consultancy, Fortune 500 companies all over the world have seen measurable success in their numbers.
With Dr. Hank’s teachings, he knows that he can help anyone double their business in the next year.
Over 90% of leads close that are brought in from Dr. Hank’s programs, which have been developed over 20 years.
The people that come to Dr. Hank are anyone that wants to be, do, or have more in their life and business.
Too many coaches tend to show their clients how they became successful when in reality we will all have a different path.
Dr. Hank does not force any real estate agent to do anything that doesn’t make them feel good.
Rather than face reality and look at what’s going on right now, focus on what you want for your life.
Success will be painful if that is how we view it to be; how we perceive our duties is a choice.
Public speaking is the #1 fear in America, even over death, and can be traced back to our parents telling us not to talk to strangers.
There is more to overcoming our fears and limiting beliefs than positive affirmations; your conscious and subconscious minds must agree.
Rather than using the word “money,” Dr. Hank elects to use his own word because of the resistance that comes with “money”.
The #1 way to build relationships in any business is to do it through referrals, though video content and cold calls do help.
By changing the word “nervous” to “excited,” you can change where you stand when it comes to public speaking.
When most of the world was stalling and giving into chaos, Dr. Hank’s team had their best year yet.
Everything is what we want it to be and we have the choice to not listen to society’s perspectives above our own.
Too many people focus on manipulating the outside world to their liking when it’s just an impossible task.
Dr. Hank teaches people to have trust in the flow of their stream and to stop swimming against the current.
5 years ago, Dr. Hank found himself paralyzed from the waist down after totaling his car in an accident with a semi-truck.
Dr. Hank chose not to believe doctors that declared him permanently disabled and 5 years later he walks as well as he ever did.
When you are able to change yourself and your mindset from the inside, you have the ability to change other people.
Mental health is a subject that affects everyone, whether they find themselves on the negative or positive side of it.
Go to Dr. Hank’s course below to get $200 off, then text or email Dr. Hank about his unique course to get half off that price!

3 Key Points:

Our thoughts create emotion, which creates energy, which ultimately creates matter. These are the 3 steps that make up mental science.
As a behavioral psychologist, Dr. Hank never pressures any of his clients to do something that they don’t feel good about. Anything that makes us feel bad does not connect with our higher self.
By constantly thinking about things that we don’t want, we attract those things. It’s better to focus on the things that we do want, ultimately opening our minds to the possible paths to achieving those things.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Dr. Hank Seitz Website, Course, Phone: (214) 753-7204, Email: drhank@drhank.biz
The GPS Guide to Success (Book)
LinkU Webinar (sponsor)
RedX (sponsor)

The GPS Guide to Success: How To Navigate Life To Reach Your Personal And Career Goals

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During this episode of the Lab Coat Agents Podcast, Jeff Pfitzer gets interviewed by Tristan Ahumada, the Founder of Lab Coat Agents. Besides acting as the regular host of this podcast, Jeff is also a Regional Manager at USA Mortgage in St. Louis. Jeff is considered THE video guy in the real estate industry, so pay attention to learn how Jeff uses video to cultivate relationships, which leads to success in business and life!

Episode Highlights:

Jeff graduated with a degree in Media Communicates from Webster University in St. Louis.
For his final project in 1999, Jeff was required to create a product, ultimately creating the ad campaign for a male sex pill Erecto.
Many agents and loan officers want to make that shift into social media without disrupting their real estate businesses.
Prior to getting into the mortgage industry, Jeff was the mascot for the St. Louis Cardinals.
As a Suite Manager for the Blues, Jeff hated that he did not have any control over his career growth.
At his first job in the mortgage industry, Jeff was trained in a Boiler Room environment.
Back in 2008, USA Mortgage began to focus on purchases which was the best move they have ever made.
In 2015, Jeff noticed a guy in his market that was conducting “coffee talks” on Facebook live.
After starting his own Facebook live content before everyone else, Jeff became the video expert in the real estate industry.
Jeff figured out that if he could make himself the authority in a certain area, it will only attract more people to his brand.
As a very likable person, Jeff has mastered the art of creating relationships, a skill that goes very far in real estate.
The ultimate goal for real estate agents is to get their phone to ring with people looking for an agent.
By providing agents what they need that they’re not getting elsewhere, Jeff has been able to elevate his status in the industry.
Due to COVID, agents have had to find other ways to create more relationships and opportunities for themselves.
Most salespeople make the mistake of talking about themselves as soon as they enter the room.
By taking interviews with as many people as possible, Jeff has been able to make great content and make people feel special.
Jeff unknowingly did what nobody else would and followed through for Tristan, thus opening his door for opportunity.
Before getting into real estate, Jeff had ownership in a handful of different businesses that weren’t making him money.
Jeff knows that all of his different businesses and content provide value and bring growth to his mortgage business.
Now that the world has shifted to digital, businesses can scale at a much faster speed.
The best way to utilize the value that is provided by the shift to the digital world is to embrace everything that comes with it.
After 6 months of immersing himself in TikTok, Jeff realized the value that it brought to the business world.
Clubhouse de-evolved at exactly the right time, giving people something different than the countless webinars that are being conducted.
Unlike its other social media counterparts, having followers isn’t the most important aspect of Clubhouse.
Originally, Jeff found himself motivated by money, but now it is more about doing it for the love of the game.
Jeff is incredibly excited to do small-group mastermind classes because he can get intimate with everyone involved.
With so many different activities taking up his time, Jeff has to remain incredibly disciplined to keep a balanced relationship between work and family.
If your goal is to build up your brand on social media, know that there is going to be pain and sacrifice along the way.
Conferences should be seen as an opportunity to learn from those that have done what you want to do.
The biggest mistake made by most entrepreneurs is forgetting to include their family in big decisions.

3 Key Points:

After entering the Facebook live arena before most other people, Jeff started to get noticed, getting invited to masterminds and being asked for insight on video content. Now, he is the video guy in the real estate industry.
When building new relationships, agents need to focus on 2 things: ask questions and listen better, and figure out how you can deliver value to anybody.
Clubhouse provides people with the opportunity to be in a breakout room and the ability to share the knowledge in their heads without having to sell.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Jeff Pfitzer (314) 220-4945, website, Facebook, Instagram, Linkedin, Business Video School
Hacking Marketing
Boiler Room
RedX (sponsor)
StreetText (sponsor)

Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Tristan Ahumada, the Founder of Lab Coat Agents, for episode number 100. Tristan is the authority of building massive online communities, a true professional in providing value to the masses!

Episode Highlights:

Jeff meets most of his podcast guests just a few moments before the podcast goes live, but not this time.
Tristan and Jeff actually met when Jeff interviewed Tristan on the Real Estate and Content Ninja Podcast.
In early 2012, Realtor.com sold Tristan a zip code package that brought him some great online leads.
Realtor.com requested to interview Tristan about his process, not knowing that they were located in the same building.
After a successful interview with Realtor.com, Tristan and his family were flown into San Francisco to give a speech to 20k people.
Initially, Tristan didn’t think that his speech would take him anywhere with Realtor.com, so his wife suggested that he create a Facebook group.
Spending an hour behind closed doors, Tristan and Jake came up with the Lab Coat Agents idea.
Tristan was looking to give back to the real estate community, one that had very little technological automation.
When creating a community, it’s important that you know it’s going to transcend Facebook.
Take a step back and decide what you are passionate about, then pick your niche, area, or idea to build the community around.
For the first year or two, you’re going to be the only one there to pat yourself on the back and keep yourself going.
After deciding on your community, you need to go pick up your domain name and every social media handle that you can.
Whether it’s social media posting or having a partner, you must hold yourself accountable for what you want to do.
Real estate agents only have 4 or 5 raving fans when they enter the game; building a community is a long-term process.
When people see that you are consistently taking time to give them value, they will begin to trust you more and more.
The idea of putting money first is not going to get you through the hard times when you don’t want to do what you have to do.
Creating a community means bringing value to its members on a daily basis because it’s what you’re already doing.
You know someone is forcing something when they try to monetize before they have built the audience.
There’s nothing wrong with making money, but make sure you are doing things in the right order.
When growing a community outside of Facebook, many people make the mistake of overlooking their email list.
It’s important to build multiple communities like Facebook, YouTube, and an email list in case one of them gets shut down.
Think of like-minded people that you can bring in to help when you are building your community.
Unless you are someone that is famous, rapid growth is very hard to do these days.
Instead of measuring KPIs, you should measure your OKRs, that being, your objective and key results.
People feel more close-knit in small communities, meaning the opportunity to add value to your members is very high.
Rather than creating your own group from scratch, you can become a strategic part of a massive group.
A community is just another word for followers, so with that in mind, you can build one on a variety of platforms such as Disciple, LinkedIn, TikTok, and Mighty Network.
Disciple is a company out of England that builds apps that also act as your community.

3 Key Points:

Lab Coat Agents got its start when Tristan was asked by Realtor.com to give a speech to over 20k people about his automated lead organizing process.
People make the mistake of starting more things than they finish. Consistency is vital to success because the first couple of years are going to be very stagnant.
Build your email list by asking everyone that joins your Facebook group for their email upon entry. Roughly ⅓ of the people that join will gladly provide their email as long as you use it to provide value.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Tristan Ahumada (Facebook, Instagram, TikTok, (310) 356-3715)
Disciple
Drunk on Social Facebook Group
StreetText (sponsor)
Followup Boss (sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Austin Allison, Founder of a platform called Pacaso. Through Pacaso, Austin works to help homeowners achieve that dream of owning a second home through joint ownership!

Episode Highlights:

Austin hails from the Midwest, Cincinnati to be specific, but now he lives in Napa.
With a carpenter for a father, Austin grew up around real estate and eventually bought his first property at the age of 17.
At the age of 18, Austin got his real estate license, selling real estate all through college while he studied architecture and real estate development.
Dotloop was founded because of Austin’s frustrations with the document signing process in real estate at the time.
Austin fell in love with Italy when visiting the country, eventually opting to live there for 3 months and learn Italian.
After getting his pilot’s license, Austin realized how much goes into flying a plane besides the actual flying.
Setting the goal of running a marathon in the 2 hours and 30-minute range taught Austin what it meant to really pour himself into a goal.
Many highly-successful professionals have accomplished incredibly intense physical feats.
Though Austin sold Dotloop to Zillow and has no affiliation anymore, Austin both understands the tension and success that surround Zillow.
Austin found great inspiration from Zillow’s mission and the team that has been built to accomplish that mission.
Jeff believes that if agents find themselves threatened by Zillow, they need to take a look in the mirror.
At the age of only 35, Austin has started his second startup to help consumers buy their second home, Pacaso.
Following his passion has led Austin to all the success that he has achieved to this point and he advises others to do the same.
Since purchasing their second home at Lake Tahoe, Austin and his wife have built a whole new life.
Pacaso was inspired by the widespread desire to own a second home by homeowners who can’t afford it.
Some people can’t justify owning a second home when they only use it 10% of the time.
Pacaso forms an LLC, buys a home under that LLC, and handles all the maintenance and details.
All buyers get their own app to reserve time at the home by distributing requests fairly, making sure no single person takes all the good days.
Pacaso properties are not intended for investors, only those that look to own and occupy properties for their own enjoyment.
Renters tend to treat houses differently than owners, thinking mostly about the short-term, and that’s why renters are prohibited.
90-95% of homeowners who have purchased a second home do not put it up for rent.
Every home is split into 8 shares of interest, not allowing more than 50% to be purchased by any 1 party.
If you choose to sell your share of the home, other owners get the first shot at buying your share before hitting the market.
Pacaso keeps agent partners in their respective markets in the case that buyers and sellers are unrepresented.
With its sell down tool, Picasso empowers agents to win listings that would have otherwise been unavailable.
Agents can use the sell down tool to email their network and post to their online communities.
For those in a second home destination, Pacaso will eventually make its way to that market.
Partnering with the real estate industry has given Austin the opportunity to enrich people’s lives.

3 Key Points:

As a young man, Austin grew up immersed in the real estate game. He purchased his first property at the age of 17 before fixing it up with his father and flipping it.
Pacaso deals with both buyers and agents to purchase new listings or listings from the website under a specific LLC and sells the remaining half of the home within 60 days.
Because Pacaso acts as a manager to take care of the home, when it comes time to sell, the seller receives 100% of the profits.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Austin Allison Pacaso, Instagram, Facebook
Dotloop
Followup Boss (sponsor)
Chime (sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Brent Bowers, an expert land investor that spent 8 years in the Army after the real estate market crashed in 2008. Eventually, he found his way back to real estate, but this time, he began investing in land. Listen to hear how you can generate passive income through buying and selling land.

Episode Highlights:

Jeff does not know a lot of real estate investors that focus on land rather than structures.
In 2007, Brent purchased his first house and turned it into a rental property after getting his real estate license.
After the crash of 2008, Brent found himself struggling to sell real estate and ultimately joined the Army.
In 2013, Brent re-entered the real estate industry when he started a wholesaling business.
Investing in land can act as a side business because of the small amount of customer service that is required.
Land is potentially a better investment than renting when comparing the difference in stress and risk levels.
Ford is able to figure out a way to make sure buyers can afford that monthly payment because they have no debt on the truck, just like Brent with his land.
When buying land, there is a lack of risk because so many realtors are focused solely on property investment.
In 2015, Brent reached out to 687 land-owners whose land was not buildable or inaccessible.
Brent was able to buy his first land plot, roughly 12,000 sq. feet, for only $285, and sell it for $5,000 in less than a week.
It only took one phone call for Brent to find out how easy it was to fix his land plot that was considered unbuildable.
All it takes is calling the county to find out who is behind on their land tax payments to get a list of potential sellers.
There will always be hurdles and challenges, but there are plenty of ways to work around them, all it takes is the effort.
By making the monthly payments affordable, Brent is able to sell land to just about anyone who is looking.
In the beginning, Brent was all about flipping the land as quickly as he could, but now has switched to mortgage-based financing options.
In-fill, recreational, and agricultural are the 3 types of land that Brent is buying and selling.
One out of every 12 or 13 properties that Brent sells goes into default, but it is usually already profitable.
It’s incredibly easy to re-sell a piece of land that a buyer has defaulted on because all the content is already there.
Based on KPIs, Brent has mostly stopped buying land in his county and focuses on places where land is cheap.
Plenty of people let land go when they realize all the necessary steps that it takes to alter the land.
Signs, referrals, and retargeting ads on Facebook are the KPIs that Brent focuses on when selling land.
Because every county collects taxes on their land, they also have a tax-delinquent list and a tax-lien list.
In June of 2020, Brent began his own coaching platform that gives systemized steps on how to buy and sell land as he does.
It only takes 18 days to get through the course, so cash flow is possible after only 60 days.

3 Key Points:

When the market crashed in 2008, Brent decided to let go of his real estate license and join the Army, being sent off to Afghanistan shortly thereafter.
Most agents avoid buying and investing in land simply because they do not know how to make money off of it.
Brent focuses on counties that have incredibly cheap land, usually sticking to an hour or more away from Walmarts and McDonalds.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Brent Bowers The Land Sharks, Instagram, Facebook
ListSource
AgentPro247
PropStream
Chime (sponsor)
LinkU (sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Jack Tompkins, the owner of The Pineapple Consulting Firm, where he helps business leaders simplify their data to grow their companies!

Episode Highlights:

Currently living in Charlotte, NC, Jack knows what it’s like to live in a booming real estate market.
Jack grew up in the corporate world as an analyst in the homeowner’s insurance sector.
With a desire to help the little guy by using his analytical skills, Jack started his own consulting firm.
As a young man, Jack learned quite a bit about data work and financials through Hartford Insurance’s leadership development program.
By taking data from the P&L and putting it in charts and graphs, Jack is able to help business owners understand what is happening in their business.
Clients come to Jack to convert their data into something that anyone can digest, thus saving them time.
Tracking prices will help real estate agents keep a finger on the pulse of the market at all times.
Data is going to help agents decide which market movements are random and which ones are trends to act on.
Customer Relationship Management (CRMs) can be consolidated to make data less messy.
By showing home buyers trends over time around homes that they are interested in, you can give them something to grab onto.
Compared to the chart from the MLS, Jack’s visuals bring numbers to life by creating a geographic map.
Most agents don’t think about a client’s perspective when they are presented with complicated data.
No matter how old you are, your eyes will always be drawn to visuals over words and numbers.
By plotting data points on a range, agents can give sellers a visual of where the price point should be.
The more you can simplify the data, the easier it will be to have the price conversation with sellers.
Make things easier on yourself by making things easier on the client; clean up the messy data.
Converting data from the CRM into a simple visual is going to save you boatloads of time.
You can set up indicators through whatever CRM you use that will help you prioritize your tasks as time goes.
Jack’s firm can help agents add a personal touch to their businesses by complementing their CRMs.
Right now, Jack has one real estate client that uses his services to project the financial future of different markets for investor presentation.
Clients usually approach Jack with their ideas and he is able to mold the data to their needs.
There really is no secret to Jack’s methods, just the use of Excel and Tableau.
As Jack moves into the real estate industry, his goal is to help those who want to make their client conversations easier.
To see if Jack’s services can help you, you can set up a consultation through his website.
Dissecting and displaying the data may be boring to most but it is absolutely necessary in today’s world.

3 Key Points:

Early in his career, Jack worked as a product manager in the world of homeowner’s insurance where he learned how to digest a massive amount of data.
A combination of price tracking, CRM consolidation, and gut instinct helps agents prepare to respond to trends in the market.
Jack’s company, The Pineapple Consulting Firm, takes mountains of complicated data and essentially dumbs it down for anyone to view and digest.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Jack Tompkins (LinkedIn)
Pineapple Consulting Firm (website, Facebook)
Tableau
MortgageCoach
LinkU (sponsor)
RedX (sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Ruth Krishnan, one of the top 10 agents in the San Francisco market, and one of the top 65 agents in the country. Oh yeah, and she started as an agent during the financial crisis of 2008! Listen to hear Ruth explain why you shouldn’t be afraid of setting large, audacious goals and why you should revisit them throughout the year.

Episode Highlights:

Even though Ruth is one of the top agents in the country, she still enjoys learning from other agents.
In today’s episode, there is no specific agenda other than for Ruth to share the information in her head.
Growing up as 1 of 9 kids in a small town in Missouri, Ruth was motivated to attain a better life.
Ruth decided to get into real estate in 2008, a time when everyone was trying to get out of the business.
Starting as a single agent, Ruth was pretty much left to learn everything by herself and the first 2 years were incredibly challenging.
There were hard times that left Ruth with no money at the end of the year despite working 60-hour weeks.
Starting as a real estate agent during the pandemic is not all that different from starting during an economic crash.
It’s important to formulate a business plan at the beginning of the year and revisit it often throughout the year.
Don’t be afraid to think big; you might not reach your goal but you will get farther if you aim farther.
Ruth has allowed the fear of failure to force her into thinking too small, usually landing exactly on the number that she plans on.
Setting an audacious goal is daunting, but not hitting that audacious goal is not the same as failure.
Our brains have a way of finding a way to do what we previously thought was impossible.
People think that they are not wired to hit these crazy-high numbers, but there are ways to trip those wires.
Ruth has set up accountability partners in every area of her life to make sure that she crushes her goals.
At the beginning of her career, Ruth made an effort to connect with agents in her realm to add value to each other.
It’s important to Ruth to always be the dumbest person in the room so that she is constantly learning from others.
Groups of like-minded professionals in your market are great places to both gain and give value.
When partaking in a group, it’s important to surround yourself with collaborative people who all have something to offer.
It’s natural to be intimidated by agents that are always winning awards, but get closer to their level and they will view you as their peer.
Many agents make the mistake of getting stuck in their own brokerage, not branching out to collaborate with other agents.
Successful people aren’t afraid to share their knowledge because they know that for the most part, no one is going to act on that knowledge.
After a crazy year, many agents find themselves either trying to maintain momentum or dig themselves out of a hole.
With San Francisco on the verge of another shutdown and many people moving away from the city, the future of that market is uncertain.
70% of Ruth’s team’s business has come from online appointments while the other sources of her business have gone down.
Investments in content and her own website for the last 10 years helped Ruth smooth over the transition to online this past year.
Moving forward, Ruth is focused on investing money in her areas of weakness.
It’s always going to be scary reinvesting in the business, so try to take it month by month and crush those numbers.
Your reasons for reinvesting in your business are unique to you and don’t have to be the same as big agents.

3 Key Points:

Like many agents, Ruth stumbled into real estate, looking for a fresh start after her interior design agency fell apart when she was 5 months pregnant.
Set goals that seem almost unachievable, because regardless of whether you hit that goal or not, you will crush your previous year’s numbers.
It’s vital to your growth as an entrepreneur to surround yourself with people that are doing better than you. This way, you are always learning.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Ruth Krishnan (Website, Instagram, Facebook)
RedX (sponsor)
StreetText (sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Lars Hedenborg, best-selling author, host of the Business Freedom Podcast, and Founder of the Real Estate B-School. Lars focuses on teaching agents how to calculate their net hourly income so that they can make the most of their time!

Episode Highlights:

Before leaving New Jersey, Lars got his start in real estate investing while he was still working a corporate job.
Lars was relocated from New Jersey to Charlotte in 2002 with his corporate job before leaving to become a real estate agent in 2007.
In just 5 years of building his real estate business, Lars sold his last house at $1.2M before letting the business run without him.
Lars’s stint with his first broker lasted only 10 months as he began to realize the true value of the money that he was bringing in.
Jeff’s issue with eXp Realty is that it started with the model of just creating future wealth.
It took Lars 6 years from the time he became an agent to the time that he owned his own business.
Real Estate B School teaches each person in a given real estate team how to do their job at a professional level.
To be at the top of your game in 5 years, you have to be willing to go through the first 2 years that will suck.
Too many agents focus on percentages and numbers when they should focus on who can bring them value.
Both Lars and Jeff consider themselves brokerage agnostic as they believe each brokerage has its own benefits and downfalls.
In 2008, Lars determined that he wanted to make $500k in a year while working 40 hours per week.
Most agents spend 2-3 hours a day doing the tasks of the lowest member on the team, thus wasting their time.
The only way to maximize the use of your time is to be honest with yourself about how you are spending it.
Lars has found that most agents that handle a lot of the technical work only earn about $20/hour.
Jeff appreciates agents like Lars that know all of their calculations and data because those agents know what they need to do.
By using your adjusted gross income (AGI) and tracking the hours that you work, you can figure out your current hourly rate.
Figuring out your hourly rate via time study may be the most painful thing you ever do but it will help you correct course.
Doing the same thing over and over again while expecting different results is the definition of insanity.
There are different ways to conduct a time study; Lars continually uses this method to achieve his financial goals.
Stop wasting so much time throughout the week watching Netflix and sports instead of spending time with your family.
Lars has been the person that binge watches 9 seasons of Dexter in 2-3 months, but he pulled himself out.
Being intentional with your time will help you realize just how much time you waste every day.
Lars has noticed that TikTok and other social media platforms suck you in from a variety of angles.
No one wants to look back at the end of their life and think that they focused on the wrong thing.

3 Key Points:

Lars left his cushy corporate job to become a real estate agent in 2007. It took him 6 years to stop selling houses and start the Real Estate B School.
Once you decide how much you want to make on an hourly basis, you will start to see all the tasks that should be delegated out.
Prospecting, lead follow-up, negotiations, and closing deals are the 4 things that agents need to focus on to make the most of their time.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Lars Hedenborg: Podcast, Website, Real Estate B-School
Time Study Exercise
Business Growth Navigator
E-Myth (book)
StreetText (sponsor)
Followup Boss (sponsor)

The E-Myth: Why Most Businesses Don't Work and What to Do About It

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Stacy Bahrenfuss, the founder of The Catalyst Group and creator of the Inside-Out Success Method. Stacy shares her thoughts on how to become a magnet for opportunities, how women need to lead with a mindset of abundance, and how shifting your perspective can lead to the success you desire.

Episode Highlights:

During her senior year of high school in Idaho, Stacy was hired as an assistant at a real estate office.
The limitless possibilities and opportunity to help people who have had bad experiences drew Stacy to real estate.
Starting out as a single agent, Stacy began to build her team at a very young age.
Even at $6M production volume per year, Stacy wanted to take it to $30M in volume.
It took Stacy 18 months to take her volume from $6M to $30M after she entered the new-development industry.
Stacy was able to purchase her own development area and just got done selling all 11 houses this past August.
Keeping a motivated and positive mindset on a daily basis helped Stacy stay out of her own way.
Stacy made sure to know her numbers from the beginning so that she could always approach her work as a business.
After watching The Secret, Stacy was able to develop a morning ritual to fill up her cup at the start of the day.
Using YouTube, Stacy is able to connect herself with her interests which eventually gets deeper and deeper.
The Secret breaks down The Law of Attraction and how the rules of the universe shape our lives.
People who dismiss The Law of Attraction mindset tend to defend their limitations and aren’t where they want to be.
Successful people all do these crazy feats that other people see as impossible, but some try to do the same.
You don’t have to be miserable along the path to success; you can enjoy the process.
Stacy makes sure to have a plan when diving into social media as to not waste any of her valuable time.
Social media gives businesses 24/7 access to leads and the ability to connect with people that they never would have before.
With Instagram being her favorite form of social media, Stacy and her team build use it to build silos and create educational content.
Select the source of lead generation that piques your interest and that you enjoy; this makes it easier to do consistently.
Go to 3 open houses each month with the intention of getting one sale, one buyer, and one seller.
Ask the people that are in your network who they know that you need to know in a consistent manner.
Networking events can be taxing for most, but thinking about them from a value-adding mindset can make them easier.
The real estate game isn’t all positivity and sunshine, even for someone as positive as Stacy.
Stacy shares the details of a negative experience with a builder who made things tough for her team.
The Inside-Out Success Method helps put people in the driver’s seat of their lives by focusing on their past experience.
The high earners are always paying the most to grow and enrich themselves with great education.
Stacy’s Triple Threat daily process consists of deep breathing, practicing gratitude, and creating short and long-term goals.

3 Key Points:

Stacy found success by keeping her mindset in check, knowing her numbers from the start, and knowing that she has the ability to get through tough times.
The Law of Attraction is all about being intentional about what you want and who you follow. Your mindset will shape the world around you.
Approaching networking events and prospecting from the perspective of how you can contribute can help make the process more enjoyable.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Stacy Bahrenfuss (Website, Catalyst Website, Linkedin, Facebook)
The Secret
Follow Up Boss (sponsor)
Chime (sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Lana Rodriguez, head of the Lana Rodriguez Group in Colorado Springs, Colorado, about how to execute client events at the highest level. If used properly, these events can take your real estate business to the next level!

Episode Highlights:

Lana came to America from Latvia about 15 years ago and her husband came from Puerto Rico.
This year is Lana’s 6th year as a real estate agent, getting her license the year that she moved to Colorado.
With just under 15 people on her team already, Lana hopes to double the size of her team in 2021.
In 2020, a year filled with ups and downs with the global pandemic, Lana’s team has closed over 200 deals, all sphere-based.
TikTok has begun to bring in leads to Lana’s team and has shown to be an effective tool when building trust.
Lana’s husband was looking to reach out to the community after he came out of the military, leading to the West Point Real Estate Conference.
Out of Lana’s husband’s West Point Real Estate Conference, her team was able to close about 40 transactions.
If you think that what you are doing is unique, know that somebody somewhere else is definitely doing it, but that doesn’t mean it can’t work.
Getting on podcasts to share your knowledge is a great way to help better the real estate industry as a whole.
Every agent must decide their selling style and because of her accent, Lana has decided that hers is not over the phone.
Lana was negotiating a deal when she was getting her epidural before delivering her daughter.
In 2016, Lana did over 100 transactions as a solo agent, but it took a toll on the rest of her life.
After her first event, Lana realized that bringing her clients and sphere together left a lasting impact.
What started as a lack of invitations to various events eventually led to Lana recreating these events as her own.
After each event, Lana and her Events Manager sit down and evaluate the event in order to plan for the next one.
Right when COVID started shaking the toilet paper industry, Lana and her team delivered over 200 pizzas to the community.
Going into 2020, Lana and her team had planned and budgeted for 7 events.
You need to have a private client group on Facebook to market and communicate your events to your clients.
While most people ignore their email, social media gives agents a chance to connect with their community without getting in their face.
For agents who don’t have the money to spend on large events, small happy hours go a long way.
Lana has had to pivot her multiple events to a drive-through or delivery model to keep the party going during COVID.
For new hosts, 4 events in the first year should be the absolute minimum but plan according to your budget.
There are many ways to partner with vendors to save money while also adhering to the new COVID protocols.
Lana likes to stick to $10/client when making her event budgets, but this varies depending on a multitude of factors.

3 Key Points:

Lana and her husband both came to this country as immigrants, Lana from Latvia and Bryan from Puerto Rico.
Hosting various events with different themes each year has allowed Lana to create community and stay top-of-mind with those in her sphere.
Lana focuses her events on times when something big is going on, holidays, back-to-school, etc. These give people a reason to get together anyway.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Lana Rodriguez: (Facebook, Website, Instagram, TikTok, YouTube)
Chime (sponsor)
REDX (sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer, along with co host Johnny Mo, speak with Austin Armstrong, CEO of Socialty Pro, about Search Engine Optimization (SEO) for Google. Austin has been able to utilize TikTok to expand his SEO expertise into just about every industry!

Episode Highlights:

Austin started his social media marketing journey on MySpace, working his way from an intern all the way to CEO of his own company.
Starting in the behavioral health space, Socialty Pro has expanded in recent months because of the current state of the world.
Since the pandemic has taken over the world, businesses all over the world have had to make the choice of pausing or seizing the opportunity.
Search Engine Optimization, at its core, is content creation to optimize your website for the people that are looking for you.
Austin reverse-engineers what the top real estate agents have been doing with online marketing for years.
Learn from what successful agents have done; there’s no need to reinvent the wheel with digital marketing.
YouTube is the second most used search engine in the world behind Google, making it a great way to help people find your business.
With links to articles and relevant information on your website, YouTube videos can help drive traffic, while the opposite is also true.
The more time that is spent on your website, the higher rank Google will give you, so traffic and simplicity are both important.
Educating around the top 25-50 questions with various forms of content will give you usable material for a long time.
It’s important to transcribe your videos with a top-notch transcription service because Google’s algorithm takes those into account.
YouTube’s auto-transcription software is not always accurate, so looking outward is usually better.
No one can seem to agree on the impact of manually-transcribed videos on Google’s algorithm.
There are a plethora of website builders available, but Austin recommends Squarespace, WordPress, and Wix for those looking to get their feet wet.
Websites with templates tend to be heavier and can slow down user experience when there is a high amount of traffic.
At the end of the day, providing the resources that users are looking for in the simplest way possible will outweigh the sexiness of a website.
Having multiple pages on your website is better than having a one-page website, but stay away from keyword stuffing.
While keyword stuffing can bring short-term success, when Google finds out, your site will be penalized.
After retargeting, business leaders should focus on education, such as voice search and virtual workspaces.
Austin has been on TikTok for about a year, mostly observing for 6-8 months, eventually testing different content until he found traction.
TikTok’s algorithm learns based on the content that you create, so it’s important to focus on your niche.
A video on Alt Text on images took off and brought Austin almost 30,000 new followers on TikTok.
Austin used video responses to build and nurture his know-like-and-trust factor to those that commented on his viral video.
When it comes to recording vs. uploading videos to TikTok, Austin has seen better results when directly recording.
Using the TikTok Monetization Program, going live, a funnel to a website audit, and consulting have allowed Austin to monetize his TikTok.
Bringing previous users back to your site via retargeting links does not play a huge part in the ranking process.
Optimizing for Google should be your top priority, as Google provides 95% of your traffic.

3 Key Points:

Over the last 6 months, many businesses and individuals have seized the opportunity to jump ahead in social media marketing, resulting in booming success for Austin and his company.
Through the use of top-notch transcription services, such as Rev.com, you can turn videos into blogs and other written forms of content and increase your SEO.
The best way to beat Google and YouTube SEO algorithms is to focus on the searcher’s intent and present them with the information that they are most interested in finding.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Austin Armstrong: (Socialty Pro, Email, TikTok, Instagram)
Ubersuggest.io
Rev.com
Squarespace
WordPress
Wix
RedX (sponsor)
StreetText (sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Brad McCallum from Calgary, Canada about how video marketing has changed his life and career. With only 3 years of real estate experience under his belt, Brad has already found incredible success and wants to share his methods with you!

Episode Highlights:

Getting into real estate in his late 30s, Brad has only been a real estate agent for 3 years.
Before becoming a real estate agent, Brad managed a contracting business through an economic depression.
At the same time that his business was in trouble, Brad discovered a deadly tumor on his face.
Brad was forced to take action quickly to get rid of his tumor or else he risked it becoming cancerous.
While everyone else was cold calling, bench plastering, and all the other old strategies, Brad decided to leverage modern technology.
After getting his real estate license, Brad realized that the general public’s opinion of real estate agents was not correct.
Good looks and a sexy/cinematic style play into the intimidation factor that Brad’s videos create.
Initially, Brad decided to go into video because he believed it would help sell the home while also marketing himself and the home at the same time.
You don’t need to buy professional camera equipment to create effective videos, but that’s exactly what Brad did.
When he started, Brad’s onscreen presence was nothing close to what it was today, but he knew he had to take the first step.
No one starts out as a pro, but consistent incremental steps can take you a long way in 6 months.
If you can maximize what makes you unique as a human being, your videos will set you apart.
Being genuine and transparent rather than preaching success will get to the client’s heart, the place that they buy from.
When on camera, energy tends to be cut in half, so it’s important to remember that you cannot go too big, but you can go too small.
Brad’s goal is to intimidate every other agent in his market, while hoping for success for agents outside of his market.
Those that become conscious of people watching them film alter their actions and body language without knowing it.
You should be willing to go big enough to embarrass yourself in front of others if it allows you to take care of those that depend on you.
There have been multiple videos of Brad’s that have moved Jeff emotionally, and Brad attributes that effect to his ability to innovate rather than create.
Brad explains the motivations behind some of his videos and the messages that he was hoping to send.
The goal is to make clients see you as more than a realtor and more as someone that they can relate to.
You have to be able to differentiate yourself from your competition beyond telling your clients that you care about them.
There is only more competition coming with Zillow becoming a brokerage and Facebook constantly altering its advertising.
Google is starting to offer to put YouTube video searches in its search results.
Recently, knocking on the wrong door for a lead that he got over Instagram led to Brad getting a client that recognized him and his brand.
Because of the high quality of his videos, Brad has become a media partner to high-end contracting businesses.
You should learn how to do the basics of video creation yourself or else you risk outsourcing your personal brand.
Figure out how to find the right videographer that will know how to portray you as the realtor in the right light.
In the beginning, your quality doesn’t matter, what matters is that you start getting in front of the camera.

3 Key Points:

With his contracting business on the downslope of economic depression and a tumor growing on his face, Brad decided to alter his path and get his real estate license.
Brad believes that video gives agents the opportunity to build their brands in an organic way that will set them apart from their competition.
After 3 years as a real estate agent, Brad has gone from 20 deals in his first year to 50 deals this year and a place in the top 0.05% of RE/MAX agents worldwide.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Brad McCallum (Instagram, Facebook, YouTube, Podcast)
BrandBuilders Facebook Group
Drunk on Social Facebook Group
Followup Boss (sponsor)
StreetText (sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Hans Struzyna, a successful realtor, podcaster, and Olympian from the Bay area. After competing in the 2016 Olympics on the rowing team, Hans used the tools that he had developed from a career as a top-level athlete to achieve success in the real estate game!

Episode Highlights:

Originally from Seattle, an area filled with bodies of water, Hans found his way into rowing at a young age.
Over 12 years of rowing, Hans went from taking lessons at age 14 to the Olympics at age 26.
A good work ethic and natural ability helped Hans find success throughout his college and Olympic team rowing career.
About 14 months before the Olympics in Rio, Hans had to stop working to focus on training, leaving him with some financial troubles.
Hans always held an interest in real estate, eventually getting guidance from an Airbnb host.
Starting as an ISA just over 4 years ago, Hans began shadowing his mentor and was able to close 9 deals.
Foreclosures and short sales proved to be the low hanging fruit where Hans was able to cut his teeth.
Hans sought out a successful team that was doing high volume sales so that he could learn from the best.
In his first year in the business, Hans closed just under $5M in his 9 deals.
This year, Hans’s 4th year in business, is on track to hit $27M with a goal of hitting $30M.
California’s housing shortage makes the Bay area an interesting market to become highly successful in.
Hans attributes his success in the application of his real estate education to his time spent rowing.
There’s more competition in the large coastal cities because of the surplus of agents and the shortage of houses.
In the 19 square miles of San Francisco, there are over 8k agents on the MLS.
You do not have to do all the new stuff at once, such as podcasting, social media, etc., but focus on one thing at a time.
Commit to consistently posting your choice of content and ignore any other metric along the way.
No one was born with discipline or success; they have figured out how to grow into these attributes along the way.
Decide what it means to be an awesome agent to your clients and how to do that for the long-term.
Become an expert at your craft and you will be able to separate yourself from most other realtors.
Hans made it a point to commit to the broker’s tour to understand the area that he was competing in.
To get on this podcast, a huge podcast at that, Hans had the backbone to flat out ask.
Travis Chappell taught Hans how to leverage his podcast to get in front of people that he wants to have a conversation with.
Always be open to getting on other people’s podcasts as it will get you in front of a different audience.
Ask yourself how to provide value to the host of the podcast while also getting what you want.
Successful people are willing to share their knowledge if you are able to craft the right message to get their attention.
Research the best way that you can bring value to those that you want to get in the room with.
The biggest problem with most asks, is that there is almost always an agenda connected with them.
Give away the knowledge that you have; that is the best way to give value to your clients.
If you are having trouble getting in touch with successful people, figure out a different approach.

3 Key Points:

Joining a successful team isn’t enough. Young agents need to be willing to learn from a multitude of successful people and piece together what they learn to become their own successful people.
Hans has been able to use his rowing experience in his real estate business by continuing to learn, implement, and execute new knowledge.
Due to continuously evolving technology, agents need to do more than just push paper, or else they will be replaced someday. Become an expert in your craft.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Hans Struzyna: Instagram | Website | Podcast
Travis Chappell: Build Your Network Podcast
Followup Boss (sponsor)
Chime (sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Gus Munoz Castro, the Founder and CEO of PowerISA. Gus’s company acts as Inside Sales Agents, turning outbound calls to leads and converting those leads into sales for companies who are looking to scale!

Episode Highlights:

Gus was a former Microsoft engineer and became a real estate agent before starting PowerISA, where they make over 50K outbound calls a day.
Born and raised in Mexico on the border of California, Gus had family on both sides of the border.
After college, Microsoft recruited Gus to Seattle and gave him an opportunity to move to the US.
In 2013, Gus decided to take a 6-month sabbatical to help his wife build her real estate team and never went back.
Gus liked how scalable the inside sales role was and that’s why he decided to start his business.
The challenge of the inside sales role is finding the right people who will stay accountable to the right standards.
You have to go through a lot of people to find the one person that has the right value for your company.
Most business owners know that they need someone but just don’t know how or where to find them.
For his hiring in the US, Gus utilizes multiple platforms, such as Zip Recruiter and Indeed, to find great people.
More people are open to remote work right now than ever before, making the sky the limit for bringing great talent to your team.
Facebook groups are a great way to find like-minded people that would make great employees.
Gus’s recruiting team is so well-trained that they are able to spot great talent after only 15 minutes of conversation.
Fakers are not going to be able fake their abilities once you get them on the phone, the ultimate test.
Gus emphasizes studying candidates’ behaviors and results in their first week of training.
The fact of the matter is, you will have to hire and fire fast until you find the best people for the position.
While the DISC profile of candidates plays a part in a candidate’s success, Gus uses it as a guideline more than a rule.
It’s incredibly difficult to interview for values and those are best seen by a candidate’s performance on the job.
Gus believes that right now, Facebook has the best ROI of all lead sources right now.
There are two specific issues that cause people to hate the leads that they are contacting.
Be realistic, know that most people are not going to pick up; it’s all about the follow-up game.
PowerISA has different follow-up plans depending on the nature of the lead, that being short-term or top-of-funnel.
Email, text messages, and phone calls are all viable follow-up methods with most conversions happening over the phone.
VA loans are easy to target with Facebook ads and in 2020 you see a very high conversion rate for those ads.
YouTube is coming on more and more in the realm of qualified real estate leads because of the low cost.
PowerISA was built as a company to provide lead management to help companies get the most out of the leads they have.
Approach the ISA as a role that you can hand off as you grow and develop, just like many other roles in your company.

3 Key Points:

After deciding to take a break from the corporate world to help his wife build her real estate team, Gus fell in love with it and never went back.
It’s important for business owners to know that finding the right person only takes a few steps, but you might have to go through a lot of people to find the right one.
PowerISA is almost 90% Facebook-focused because that is where the market has led them for inbound leads.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Gus Munoz Castro: LinkedIn | Facebook
PowerISA: website | Facebook | Deal for Lab Coat Agent Members
Chime (sponsor)
RedX (sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Howard Tager and Juefeng Ge, the Founders of Ylopo, a real estate marketing platform that is shaking up the traditional system while saving agents boatloads of money!

Episode Highlights:

Howard Tager and Juefeng Ge founded Ylopo as a way to shake up the real estate industry by providing agents with digital marketing resources.
Big companies, such as Zillow, want to control the process and take commissions out of the pockets of real estate agents.
Ylopo is coming up on having over 2,000 teams on their system because people are tired of the big portals.
Google and Facebook are the biggest threats to the real estate portals and agents have access to these sites.
Juefeng and Howard have combined their experience to become marketing gurus on Facebook and Google.
Initially, Howard and Juefeng started Ylopo because they felt the need for change in a market where everyone was doing the same thing.
Starting with Facebook, Ylopo focused on social media marketing in the real estate sector before anyone else.
Ylopo created so many opportunities for its clients that they became overwhelmed, forcing them to develop Real Estate AI as a personal assistant for agents.
Howard and Juefeng are driven to continue developing new technologies that make marketing easier for real estate agents.
In a constantly evolving market, Juefeng and Howard are keeping their eyes on platforms that are prime for real estate marketing.
Currently, Ylopo serves to generate as many relationships and opportunities as possible for its real estate agent clients.
The Google side of Ylopo is evolving in a fashion that is creating a large number of new opportunities.
Real Estate AI saves agents time by keeping consistent communication with their clients and prospects.
Ylopo integrates with a plethora of CRMs to give the freedom of choice back to real estate teams.
When it comes to seller lead generation, utilizing Facebook is cheaper but has an audience of people who are just becoming buyers/sellers.
Google advertising is more expensive than Facebook but the quality of leads tends to be much higher.
There are more keywords on the buyer’s side, so winning on the seller side comes down to user experience.
Ylopo tries to anticipate what keywords both the buyers and the sellers are using, constantly optimizing those words for SEO.
Due to the inevitable foreclosures as a result of the pandemic, it’s important to educate homeowners before they wind up on the wrong end of the situation.
By taking a narrative and turning it into a series of video ads, Ylopo is able to tell a sequential story that grows its clients’ brands.
Juefeng sees Ylopo’s Mission Control platform as a great digital marketing platform for brokerages, thus warranting a large renovation next year.
Howard is pumped about Ylopo’s ability to create dynamic video ads on social media because of their value compared to their price.
In the next 5 years, Howard sees Ylopo diving into a plethora of different verticals outside of real estate.
Today, many industries still are not utilizing video, reusing content that is quickly becoming outdated.
Howard and Juefeng are waiting for video platforms to catch up with their digital marketing ad products.

3 Key Points:

Ylopo charges around 10% of the fees that big real estate marketing portals charge real estate agents to promote their brands, all while providing cool and new tech resources.
Facebook and Google are platforms that have provided a way to bypass the large real estate marketing portals and there are only going to be more platforms full of opportunity in the future.
Ylopo uses HomeOp to dive deeper than just the value of a seller’s home in order to create a deeper relationship with the consumer, giving them access to the most sophisticated data available.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Ylopo (website, Facebook)
RedX (sponsor)
StreetText (sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer talks to Grant Wise, the Founder of Witly, an automated-ad platform. With Witly, real estate agents are able to automate their marketing campaigns with various strategies to the point that by the time a lead gets to their door, their conversion rates are through the roof!

Episode Highlights:

Grant has been in the social media training industry for the last 7 years, going from teaching agents to use Facebook ads, to becoming a social media expert.
Through his social media training ventures, Grant has had a hand in the sales of over $1B in real estate.
Growing up in a family where everyone had their real estate license, Grant knew he wanted to be in the industry, but he didn’t want to sell houses.
Witly was founded on March 31st, 2017 with the goal of saving agents the time that it took to build those funnels.
Witly gives agents the ability to create their own lead source and increase their conversion rates.
There is a healthy mixture of Witly users that have both their own leads and use Witly to generate leads.
Through the use of automatic video remarketing, Witly drives up lead conversion rates for real estate agents.
Instead of generating leads, Witly focuses on client generation through various remarketing techniques.
98% of people buy products from companies that have marketed to them more than one time.
The more that you can get your face or company in front of the buyer or seller, the better relationship you will be able to build.
Video remarketing instantly gets your face and personality back in front of your desired clients.
Most agents automatically put a lead into a CRM, the classic marketing strategy that Witly has made outdated.
Grant just held his video-marketing event in Bentonville, Arkansas where he shared a plethora of information that agents need to hear.
Such a small amount of people use video marketing right now that you don’t even have to be good at it.
The first few minutes of any listing presentation should be focused on building a relationship with someone, then the education begins.
Your video marketing plan should look very similar to how you would approach clients in-person.
Even though you hear all about video marketing in the real estate industry, almost no one does it.
The desire, or need to buy or sell a property, is the foundation of where leads come from.
Content that people search for on various platforms will always be provided to them automatically by those platforms.
Witly operates by first casting a wide net and then funneling people through the sales process of individual agents.
For those who desire to do this on their own, Grant suggests prioritizing quality over quantity when it comes to content creation.
It’s important to know your metrics and your exact ROI for each investment into your marketing.
Grant creates videos as both a method to warm up cold leads, and for people that already know him.
Jeff appreciates agents and coaches that practice what they preach and walk the walk in their own businesses.
Witly does everything for your video marketing campaign besides the signup and uploading of your content.
Integrating Witly with your CRM will make your marketing campaigns that much more efficient.
Consider your own experiences with product remarketing and how many times it took for you to make a purchase.

3 Key Points:

Grant’s experience from traveling the country as a brokerage recruiter allowed him to understand what it is that agents and clients truly want.
Witly gives agents the ability to increase the conversion rates of their lead sources by taking over their marketing campaigns.
Video marketing should follow this order: build a relationship, establish authority through education, use testimonials as social proof, and demonstrate your knowledge of the community.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Grant Wise: Witly | Website | LinkedIn | Instagram | Podcast
Lab Coat Agents EP59
StreetText (sponsor)
Followup Boss (sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer interviews a billion-dollar agent and million-dollar agent maker, Keri Shull. Keri’s team is on pace to do over 800 units worth over $500M in volume, and next year is projected to do over $1.2B!

Episode Highlights:

Keri’s team is projected to do over $1.2B in volume in 2021.
Entering the workforce out of Penn State in 2003, Keri chose real estate over being the Oscar-Meyer Weiner girl.
Marketing was not a strong suit of Keri’s back in the beginning and she had to learn fast when she moved from Oregon to Arlington, a place where she knew no one.
While Keri was able to close 19 contracts her first year, her husband Dan was able to do over $21M in his first year.
Keri is aiming for 100% growth every year, even at the massive volume level that they move right now.
Being a team leader allowed Keri to hold herself accountable for the environment that she created and the people that she surrounded herself with.
Keri focused on who, not how, when building her team which led to massive growth.
Realtors have trouble building teams and letting go of the day-to-day because they do not trust others enough to delegate those tasks.
If you have trouble delegating tasks, put yourself in a room with people that have already done it successfully.
Offering minimum wage to your team will bring in minimum wage talent.
There is no one-size-fits-all method to grow a real estate business, so don’t listen to any coach that tells you so.
Make a list of all your weekly tasks and circle the things that you aren’t good at or don’t like; create the job responsibilities off of those tasks.
When you’re small, you’re forced to blend jobs together as opposed to hiring for one specific job.
Comp plans being set up wrong from the beginning for the buyer’s agent or seller’s agent is one of the most common problems.
In order to hit her goal of $1.2B, Keri needs to close 1,751 contracts.
Use your average and history with 1st-year agent success, and hire based on those numbers.
A large part of being successful hinges on answering the phone the first time that a prospect calls.
Make sure to account for all the time it takes for your ISAs to both call new prospects and perform follow-ups.
Keri is already hiring to reach her goals for next year, sitting at 60 agents now and looking to be at 75 by next year.
Adjust your language to treat agents as partners or no one will take them seriously and they will never grow into what you need them to be.
Keri has set up her lead agent to NET over $1M this year and that motivates people to join her team for the long-run.
People are shocked to hear how large the marketing department is for Keri’s team.
Recruiting and training are huge areas of emphasis to make sure their agents are problem-solvers instantly.
Keri’s reality check approach trains agents to prepare clients for the market using real numbers.
Many successful agents have a poor work-life balance.

3 Key Points:

Everything changed for Keri when she attended a junk-email event and began to network with top performers.
The reality of the market is this: you can either delegate tasks to partners or you can have no time outside of your job for your family.
In the real estate industry, it’s safe to have a hiring plan with a projected 50/50 success rate.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Keri Shull (Website Coaching Instagram)
5 Tips for Work-Life Balance (website)
Followup Boss (sponsor)
Chime (sponsor)

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During this episode of the Lab Coat Agents Podcast, hosts Tristan Ahumada and Nick Baldwin speak with Brendan Kane, a social media master. He has built a social media presence for a plethora of celebrities, including the likes of Taylor Swift and Michael Strahan. With his books One Million Followers and Hook Point he is able to show everyone how to build their social media following to heights they never thought possible!

Episode Highlights:

Brendan has amassed over 2.5M followers.
Coming up with new and fresh content can be a pain point for real estate agents.
Real estate agents aren’t just competing with each other, they are competing with Lebron James for attention.
Most people make the mistake of doing too much or too little when creating content to capture people’s attention.
Quotes related to your specific vertical are great ways to grab users’ attention.
There are so many different parts of a video that go into making it successful, but video has a higher ceiling than a picture.
Quotes help get people to stop in their feed and bring the audience into your world.
Most people lose because they aren’t winning those first 3 seconds that pull people into the rest of the story.
On social media, real estate agents are competing with every piece of content out there, not just other agents.
Agents are hesitant to put content out because of a fear of failure or losing money.
Each listing presents an opportunity for an agent to test a different variable each time and ultimately, an opportunity to learn which ones work.
Dark posts make it so your posts aren’t going directly to your live feed, meaning you can test multiple pieces of content at the same time.
Brendan directs his followers to read his new book, Hook Point, first when trying to build a large social media audience.
The more that the budget in the daily ad set is increased, the more is paid for the auction, so it costs more to reach the same amount of people.
The way that agents contextualize their content, how they perceive the world, is where most agents fail.
There are 6 different ways that people can perceive the world, and each person has their base perspective.
Brendan sees the world from a logical standpoint but uses multiple perspectives to portray the world in front of him to others.
Pixar is able to pull everybody into its movies by including every personality type.
An agent’s ability to perceive the world through the eyes of their clients will determine how successful they are in selling houses.
The first pillar when defining a hook point is getting them to stop in the first 3 seconds.
The second pillar of a hook point is using a story to keep that attention once you have grabbed it.
The third pillar of a hook point is authenticity, and this will determine if anyone believes what you are putting out there.
Brendan focuses on providing the most value that he can in whatever form possible.
Take the hook point of a specific property, such as the backyard, basement, etc., and promote that to the buyer and those around them.
Your cost in the auction will drop if you can get people to organically engage with your content.
Different platforms are centered around different concepts and means to grow.
Instagram stories took over the main feature that Snapchat was able to offer.
Getting reach in the algorithms, distribution of content, and ads are the three ways that agents can use to grow their Instagram audience.

3 Key Points:

Quotes can be utilized as an effective tool to grab an audience’s attention, helping people relate to the content that you are putting out.
Thinker, Persister, Harmoniser, Imaginer, Rebel, and Promoter are the 6 personality types according to PCM.
Each social media platform presents a different opportunity to provide value and whatever platform you choose should be based on your end-goal.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Brendan Kane (website, Instagram, Facebook, LinkedIn)
One Million Followers (Website, Book)
Hook Point (Masterclass, book)
Chime (sponsor)
StreetText (sponsor)

Hook Point: How to Stand Out in a 3-Second World

One Million Followers: How I Built a Massive Social Following in 30 Days

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Trevor Mauch, the CEO of Carrot. You may recognize Trevor as the guy from a few episodes back who talked about how to establish a business versus a job. Well, he’s back to talk about SEO and how marketing affects the lifestyle that you have outside of your business!

Episode Highlights:

There is a direct relationship between your marketing techniques and your lifestyle outside of the business.
Trevor didn’t see branding as an important tool in his previous companies, most of the time naming the company after the service that it provided.
In his previous companies, Trevor had to hustle every month and it led him to feel burnt out and empty.
Every agent needs to establish their 5 non-negotiables when building the foundation of their business.
People usually think of the deeper meaning behind products when they see others using them.
How serious are you about making your company a brand?
A brand means nothing without being attached to certain values that consumers can identify with.
There are a plethora of reasons that entrepreneurs choose their brand name and marketing techniques.
Give stuff to your prospects that their children or pets or loved ones, in general, will use.
Entrepreneurs must find ways to connect their brand with a feeling in order to connect with their prospects.
The biggest mistake that entrepreneurs make is having conflicting values at home versus at work.
Strategies will act as a vehicle to get your values to the people that you want to do business with.
Entrepreneurs can differentiate themselves by making their prospects think about them even when they are not there.
Evergreen branding will change the mindsets of entrepreneurs and agents to long-term.
Trevor saw how inefficiently he was using his time, so he decided to use hamster-wheel marketing to amplify his business, not build the foundation.
Broker-Provided Sites are incredibly simple and just include basic information as an entry to your business, but you don’t own the presence.
Most custom websites don’t allow the owner to build authority through content creation.
An Authority Hub shows a series of content that builds a relationship of trust with the prospect before ever meeting.
Take the content that you have that answers common objections by prospects and post it on your website.
Carter Steph can teach you how to get extra revenue by increasing the quality of your leads.
Create your core-conversion pages once and modify them as you need to (FAQ, Buy a House, Learn About Us, etc.).
When you ask someone for a testimonial they go into a different and unauthentic state of mind.
Trevor knows the best way to ask for testimonials is by allowing your customers to rehearse their answers before you ask directly.
Niche or location pages (800-1000 words) need to be updated quarterly in order to compete with Zillow’s automated system.
Authority content involves creating content (articles, videos) that are unique to your area on a weekly basis.
See what Google suggests when it comes time to create any content in your niches.
Quality is much more valuable than quantity when it comes to leads.

3 Key Points:

Branding is more than marketing a product; it’s the process of attaching your name or product or service with certain values in the eyes of your audience.
Authority Hubs allow entrepreneurs and agents to build a website with content that establishes trust with their prospects before connecting.
Stop asking for testimonials. Shape your questions specifically around their experience or you risk them going into testimonial mode.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Trevor Mauch (website), (Instagram)
Carrot (website)
CarrotCast (podcast)
LCA Episode 81 with Trevor Mauch
Rev.com (transcription website)
Carter Steph LinkedIn
North Umpqua River Homes for Sale (website)
Chime (sponsor)
Follow Up Boss (sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with the Founder and CEO of CallAction, Jessie Beaudoin. CallAction eliminates all of the inefficiencies in the follow-up processes that cause real estate agents to be very inefficient with their time. Jessie is here to tell us all about those processes and where the real estate industry is headed in the future and how you can prepare for potential market disruptions!

Episode Highlights:

Jessie got licensed as a real estate agent at the age of 18 and began building websites the next year in 1997.
Early on, it was difficult for Jessie to remain consistent, causing him to focus heavily on his marketing.
CallAction.co helps real estate agents focus on inbound conversations by taking away all the tedious tasks that come with usual CRMs.
Real estate agents have only been focusing on the online lead generation side of the business for the last 10-15 years.
Jessie had the foresight to see where SEO and real estate were going to intersect all the way back in 1997.
Agents tend to forget about what got them super busy in the first place and that’s a mistake.
The average income in the United States has stayed about the same over the last 20 years, but there has been a huge decrease in interest rates.
A shortage in available listing inventory has combined with the global pandemic to create historically low rates.
Debt-to-income ratios went out the window in the late ‘90s which put extra weight on FICO scores.
Jessie predicts the ceiling of appreciation on real estate considering that income will not change and interest rates are more likely to go up.
Baby boomers own 35% of all homes in the US and are simultaneously retiring and passing on their real estate inventory.
The pandemic has created a multi-generational-household culture throughout the world.
A major problem lies in the small size of Gen-X combined with a lack of need for homes for Gen-Z and Millennials.
There are so many economic unknowns brought on by COVID that no one can be sure of the real effects.
Companies have begun to realize that they can get everything done with fewer people, supporting the theory that many jobs are not coming back.
Small property investors haven’t collected any rent for the past 6-7 months, resulting in very tough times.
People lose their ability to be empathetic to the people that need the most help when they are busy.
Developing relationships and solutions in order to prepare for the worst-case scenarios is essential.
Companies that are dependent on volume-based leads need to become hyper-efficient with their lead processes.
Lead costs, and competition with larger companies, are going to go up, thus increasing the need for improved efficiency.
Give consumers the opportunity to get to know you before they ever actually speak with you or meet you in person.
Tapping into the ART Funnel (Aspirational Research Transactional) is the best way to put out effective marketing content.
The more focused your content is, the more likely it is that someone utilizes you as an agent.
Seek out those that have experience in the schools of hard knocks; they have the knowledge that you need to navigate different markets.
CallAction eliminates the time-consuming tasks that come with a standard CRM and the follow-up process.
The tasks can add up to the point to where your business is no longer scaleable.
You should not wait until it is necessary to become as efficient as possible; get ahead of the game.

3 Key Points:

Jessie’s entire career has been spent on website development in the real estate industry, watching first-hand as the technology side of lead generation grew over the last 20 years.
A combination of the pandemic and a shortage in inventory has created historically low mortgage rates, but they can’t last forever.
Remaining empathetic, developing solutions and relationships, and becoming hyper-efficient with leads and follow-ups are Jessie’s recommendations heading into the future of the real estate industry.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Jessie Beaudoin: (CallAction website; email Jessie at jessie@callaction.co; call Jessie at (323) 741-2255)
Follow Up Boss (sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer grills the Founder of Berman Media PD, Michelle Berman, about how real estate agents can use Instagram to establish their authority. Michelle built her business through DM engagement and now she teaches agents how to grow their Instagram presence and bring in more leads!

Episode Highlights:

Instagram is the future of social media and because of that, business owners and marketers everywhere need to become proficient with it.
Customer relations in a social media space was a very under-explored area, inspiring Michelle to dive in completely.
Michelle saw many problems with the money to results ratio that she was seeing at her marketing firm, thus leading to the creation of Berman Media PD.
Michelle’s swimming career took her from California all the way to Rutgers University.
The whirlwind of emotional experiences that Michelle experienced during 9/11 led to her acceptance into a journalism program dedicated to honoring the 10th anniversary.
Learning how to navigate social media platforms in an appropriate, professional, and effective manner influenced Michelle’s career choice.
Michelle’s professional portfolio gave her the confidence to go out on her own, learning from her mistakes as she went.
In 2018, social media influencing took a massive hit, so Michelle decided to reach out to a coach to help guide her through.
In many corporate industries, age and experience can be a handicap, but Michelle uses that to her advantage.
Michelle believes that people approach Instagram from a strictly professional perspective instead of putting their clients into the equation.
The Instagram Power Method Program takes real estate agents through a transformational journey that helps them find what makes them different.
Base your content on your clients’ pain points; show them that you can fix their problems.
Most businesses know that they need to use social media but just don’t know how to do it effectively.
Michelle specializes in working with real estate agents and loan officers to replace their marketing strategies with tactical Instagram marketing techniques.
Content creation, and how to use that content effectively, is what clients will learn when working with Michelle.
Michelle breaks down the top-of-funnel, middle-of-funnel, and bottom-of-funnel lead system, and where social media sits in that system.
Younger generations are using Instagram as a search engine, not just for mindless content.
Find out where your ideal clients live on social media and figure out a way to live there through the use of hashtags for engagement.
Every single person that uses Instagram to market is using it for their own individual purpose.
Somebody who already understands the power and necessity of Instagram is the kind of student that Michelle loves to work with.
Implore these strategies and you will see that you are no longer spending so much time chasing your business.
Real estate agents feel that if they work in a niche and specialize, it will stop people from reaching out to them.
Michelle’s program teaches students how to niche down, strategically brand correctly, and how to create leads through engagement.
The opportunity to change people’s lives for the better motivates Michelle to educate her students every day.
Go all-in on social media marketing right now because you’ll be there in two years anyway.
You should trust yourself enough to niche down and know that it will make you more successful.
Identify your ideal clients and where they are coming from so that you can start engaging in that world and building trust.

3 Key Points:

Instagram is the future of social media marketing, allowing real estate agents to find the world that their ideal clients live in and engage with that world.
Michelle sells herself on the fact that she has built her entire career on making connections in her DMs and her ability to teach others how to do the same.
While most people think of Instagram as a source of mindless content, younger generations are actually using it more and more as a search engine.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Michelle Berman: Instagram | Email | Website
Chime (sponsor)
LCA Marketing Center (sponsor)
Adobe Photoshop and Design
Canva

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with the Owner of Carrot, Trevor Mauch. Carrot specializes in helping entrepreneurs, real estate agents included, generate online leads so that they can focus on the activities and work that truly give them energy and freedom!

Episode Highlights:

Carrot helps entrepreneurs, mainly real estate agents, save energy by generating online leads.
A ton of investor clients are real estate agents, which led Carrot to expand and explode into the real estate market.
Marketing makes it hard for entrepreneurs to get freedom and can make them feel trapped.
Trevor’s parents showed him that you can create your own job, but that didn’t mean he wanted to.
One of Trevor’s college professors taught Business Law through real estate, and that led Trevor to enter the real estate game.
Conversion-rate optimization helped Trevor turn all those leads from his website into business.
Income still comes into Trevor’s blog and he hasn’t even touched it in over 7 years.
Advertising, course creation, and publishing were all business opportunities that came out of Trevor’s website.
Not doing the work that gave him energy made a lot of money, but inevitably led to burnout.
Trevor restructured his business and life so that he could do the work and activities that give him energy.
You don’t have to let limiting beliefs hold you back from building a business that you truly enjoy and gives you real freedom.
List out everything that you don’t like about your business right now; find the opposite of those things.
Entrepreneurs tend to glorify the grind, but that’s not the real dream.
Without vision, the grind is just grinding for grinding sake.
Create structure around your business so that you can delegate those draining tasks while doing what gives you energy.
This is how you’ll know when you’ve found those activities that will give you energy.
It’s going to be hard to give away the activities that don’t give you energy but do make a lot of money.
Falling asleep at the wheel with his family in the car in the mountains forced Trevor to change his mindset about grinding.
The hamster wheel marketing method will work, but as soon as you get off, it will slow down.
The evergreen method of marketing allows work that you do today to continue to bring in money for years to come.
Consistency and predictability are the goals when creating organic long-term marketing content.
Evergreen content for real estate agents should be very clear about your “why” and the value that you bring to your clients.
You must be as specific as possible with your locations and niches on your location-page content.
To become an authority, create videos where you say 500-800 words, turn the transcript into an article, and post them together.
Turn hamster wheel content into evergreen content on your website, and earn for years.

3 Key Points:

Being an entrepreneur means creating your own job, but it could also mean an unbalanced work-life balance. Trevor saw this first-hand with his entrepreneurial parents.
True freedom is being able to leave your business for a month without checking in at all and knowing that it is growing the entire time.
Entrepreneurs can be quick to give up, usually opting into the hamster wheel method of marketing. If they invest their time into the evergreen method, entrepreneurs can build a pool of content that will work on its own for years and years.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Trevor Mauch (website), (Instagram)
Carrot (Website, Authority Builder)
StreetText (sponsor)
Chime (sponsor)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Driving for Dollars Founder Zack Boothe. Zack used to be a window cleaner before he grew a YouTube channel to millions of followers. From there, he entered the real estate investing game and never turned back, earning millions of dollars every year with his unique technique while teaching others to do the same!

Episode Highlights:

Zack was raised with a great work ethic and even had his first job when he was only 11-years-old.
The window-cleaning business was Zack’s first business, which he grew to three trucks through some viral videos on YouTube.
Eventually, Zack realized that his window-cleaning business wasn’t giving him financial freedom.
Content creation for the window-cleaning business was just to add value to the team and audience.
Books, podcasts, and other resources allowed Zack to educate himself on wholesaling.
After his first sale, Zack realized that 2 types of sellers exist in the real estate game.
As a real estate investor, it’s important to get to the seller before the agent gets there so you can negotiate your own finances.
Agents should seek out other wholesalers purely because of the number of leads that they have access to.
There are endless ways to make money on properties that would usually be described as undesirable.
Signs of neglect are the desirable characteristics in Zack’s system for buying houses.
The Deal Machine App has made Zack’s list-making technique exponentially easier and cheaper.
Adding houses that have any physical signs of neglect increased the number of deals that Zack could get close in a month.
Start with postcards because anyone that reaches out to you will be a very motivated seller.
Texting and cold-calling are very similar techniques and will bring you just a handful of answers.
Learn to recognize the hesitation in someone’s voice over the phone because those are the potential sales.
Real estate agents have a unique opportunity to move these properties onto the market quicker because that is what is best for the seller.
You cannot presume what people think because you don’t know where the opportunity lies.
Zack started giving away exactly what he wanted to receive when he took on students.
The giving strategy is a long game and expecting overnight success will only lead to disappointment.
Cutting corners for immediate gratification will always come back to bite you in the end.
Tackling the problems in life always comes with a long-term strategy.
The whole process starts with finding the discounted property.
Zack is going to go to a new market with $1K and try to turn it into $40K in 40 days on his YouTube channel.
COVID hasn’t stopped Zack or his investors from doing deals.
The market is out of your control, so all you can do is constantly work towards bettering and educating yourself.

3 Key Points:

Zack created YouTube videos to educate his team and audience. The viral videos and subsequent revenue from those were just a result of the value that was being given out to the world.
Through years of testing, Zack has been able to create a real estate investment system based on one simple principle: investment opportunities lie in the signs of neglect.
When Zack took on students, he was able to learn from all the mistakes that he didn’t even know he was making. Giving out what he wanted to receive helped him grow and hit his goals.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Zack Boothe (Website), (YouTube), (Facebook)
Free DFD Mastery Seller Scripts
DFD Cheat Sheet
Deal Machine App - Use Discount Code PIN
Window Cleaning Ventures - YouTube
Follow Up Boss
StreetText

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with the CEO of the Veloz Group and host of the Thirty Minute Mentors podcast, Adam Mendler. Adam brings expertise and a high level of leadership across a plethora of industries. He has founded companies in the furniture e-tailer industry, tobacco, and a technology consultant practice. With such a wide range of expertise, Adam has some incredibly insightful advice for those in the real estate industry!

Episode Highlights:

Adam is an entrepreneur with his toes dipped in multiple industries.
Thirty Minute Mentors gives an inside look into how successful people made their way to the top.
Advice from successful leaders expands beyond their individual industries.
Success comes with many different stories and backgrounds because that’s exactly how people are.
Adam dreamed of running an MLB team until he was in his mid-twenties, before he expanded his horizons.
His experience across multiple categories of the corporate world led Adam to become an entrepreneur.
Custom Tobacco gives customers the ability to create their own private-label cigar at a premium level.
Personalization is the perfect accent to a client gift and can help close the sale by showing them that they matter.
Adam has been able to find success across different industries and it has allowed him to find success in real estate.
The three questions that you must ask yourself about your career that will tell you if you are doing the right thing.
People are only good at a few things in life, and really only great at one thing.
Surrounding yourself with the right people is vital to the success of every entrepreneurial business.
You are going to have bad days, but you have to be able to shake it off and move on.
Entrepreneurs must motivate themselves to compete to make the most of every day.
Every single person is a leader in one fashion or another, in some area of their life.
Great leaders understand that their continued success is reliant on their ability to continually learn throughout their lives.
If you have any desire to grow and scale your business to the next level, you have to learn to be an effective leader.
To get out of the chaos that the world is in right now, we all have to step up and become better leaders.
The best time to begin your leadership journey is right now and it all starts with understanding who you are as a person.
The leadership journey is one that continues for the rest of your life.
In the world of sales, you have to find common ground at some point or another.

3 Key Points:

There is no business, or success story, that falls into the one-size-fits-all category.
Figure out what makes you special and unique, and get on that path. Once you find what you are truly great at, and surround yourself with the right people, your business will take off.
Leaders come in all shapes and sizes. Being a leader is not limited to those that lead teams and companies. Every single person has the capacity to be a leader in their own lives and communities.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Adam Mendler (Website), (Instagram), (Twitter), (Podcast)
Veloz Group
Beverly Hills Chairs
Custom Tobacco
David Halberstam - Author
Follow Up Boss
Chime Technologies Inc - 833-682-4463

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Noms founder Chelsea Martin. Chelsea shares the background of Noms Bake Shop, and how the developments they have coming up could be of particular interest to real estate agents. Plus, find out which cookie flavor she had a hand in creating!

Episode Highlights:

The Noms cookie recipe comes from Chelsea’s husband’s family, and the company grew incrementally over years until they outgrew the home kitchen and needed a commercial space.
They had to think about where they fit in the cookie company market, deciding on a premium presentation, nicer than a basket.
The company ended up finding a space in corporate gift giving as a gesture for holidays, birthdays, and events.
The gift box has staying power because it’s beautiful and personalized, so recipients are compelled to keep it around.
Jeff uses Noms cookies as closing gifts for clients.
Cookies are a feel-good gift.
One of Noms’ top industries they sell to is real estate and mortgage.
Chelsea says now that everyone’s email inboxes are so full of marketing emails that we all know the tricks, so direct mail campaigns are having a comeback.
Real estate is a business of relationships and that’s also how Noms started.
Chelsea is especially proud when she hears or sees Noms being bought outside of their home base of Arizona.
Noms has ideas for upcoming premium boxes that include things like a video message.
They do everything, including all customization in house, with no outsourcing.
They are rolling out brownies and bars.
Noms boxes include a prompt for the recipient to send a video thank you message back to the sender, which also has the dual purpose of generating social media content for your business.
They have about 16 flavors including the standard varieties like chocolate chip, plus more unusual and seasonal varieties like peanut butter and jelly, cinnamon pumpkin butter, pineapple and coconut shortbread, and lemon poppyseed.
Boxes start at $29.99 and all prices include nationwide shipping.
Noms has an in-house designer for the etchings on the boxes and they can help you design something if you don’t have a personal logo or need something to say “Happy Housewarming” or another basic message.
They offer bulk orders with discounts if you hit certain thresholds.

3 Key Points:

Think about where your business fits in the market.
Premium packaging inspires recipients to keep it, and when it has your branding on it, that’s increased exposure.
Do one thing well before you branch out.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Noms Bake Shop (Facebook, Instagram, Twitter, Website)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with wholesaler Cody Hofhine. Cody shares his strategy for connecting wholesale investors with cash buyers to generate more deals. Listen for a ton of impactful marketing and business development advice.

Episode Highlights:

Cody is not a licensed real estate professional.
Cody started as a sales rep for vinyl fencing and found a mentor in a colleague in that field.
This led him to being a salesperson for homeowner insurance and founded his own insurance agency.
He found his way into wholesaling homes, asked someone to mentor him, and he was told no because he didn’t want more competitors.
Cody started self-educating with podcasts and other resources, and within 40 days he got his first deal that paid him $24,000.
Lab Coat Agents works from a place of abundance not scarcity, and Jeff points out that the person who turned down Cody as mentor is probably working from a scarcity mindset.
Cody has an unstoppable drive and was willing to take imperfect action to get started.
While transitioning from homeowners insurance sales to wholesaling, Cody began delegating a lot of his insurance work to others so he could focus on wholesaling.
Within the first 6 months, Cody was doing a quarter million dollars in revenue, and within 18 months he had had his first million dollar year.
For Cody, the key has been effective marketing.
Cody made his marketing headlines match the main message he was hearing from existing clients.
Licensed realtors can do a similar thing by asking people what they liked about the realtor they hired and taking that data and using it in your own marketing.
Put your marketing in layman’s terms that people can understand and that meets your customer where they are.
Cody suggests finding wholesalers at investment clubs and match-making them with cash buyers, found through the Real Estate Investor Association.
Use Facebook groups to find wholesalers.
Nothing about entrepreneurship is easy, but it is simple.
Cody is confident that everyone knows at least 7-10 real estate agents, but those aren’t the contacts a person needs when they are in a distressed situation and need to sell their home or don’t have the money to fix a distressed home.
Most marketing communicates its whole message in the photo, which prevents people from actually reading what your message is because they already know they’re being sold to.
Cody’s own marketing is just black text on a white background so that people are forced to actually read his message to know what it is.
Only take advice from people you are willing to trade places with.
Your income will never outpace your personal development.

3 Key Points:

Be willing to take imperfect action rather than taking no action.
Focus on marketing and meet your potential clients where they are.
Work on your personal development and income will follow.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Cody Hofhine (Instagram, Facebook, YouTube, LinkedIn, Website)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Jess Lenouvel of The Listings Lab. Jess outlines her three keys for scaling a six figure business into a seven figure one. This episode is packed with tactical strategies that will accelerate your growth.

Episode Highlights:

Jess Lenouvel grew up in the industry with her mother who was a realtor. She got her license at 21.
She started The Listings Lab four years ago. They're helping hundreds of people go from six to seven figures.
Real estate loves the DISC profile but Jess prefers the Kolbe.
Jess is frequently asked why she left behind a successful real estate career. It was a huge risk. She realized it wasn't about the money anymore. She felt that she hit her limit.
She also wanted to be location independent. This was a quality of life choice.
Relevancy is about figuring out who you're talking to and understanding them on a human level.
Address the pain points that are getting people to move.
Moving is always a lifestyle play.
They give agents a list of questions that will give them everything they need to know to create targeted messaging.
Know how to ask relevant questions.
Omnipresence is showing up in front of your ideal client with consistency and frequency, with a message that’s relevant to them.
Your authority content consists of mini trainings and teaching things your ideal client doesn't know.
Process/solution content is about creating a unique methodology that addresses the pains and problems of your specific clients.
You want a methodology people can relate to that will get people where they want to go.
Social proof consists of case studies, testimonials, and PR.
Recognize the importance of the media and leverage it.
Become a relatable celebrity. You want to be an approachable local influencer.
No one goes to social media with the intent to buy a home.
You have to give people a reason to follow you even when they're not buying or selling.
Omnipresence is automated followup.
We build trust online through consistency and serving before we sell.
Omnipresence allows you to take the hustle out of your business.
Intimacy is about community, connection, and conversation.
Creating comfort with your audience comes through showing up as you are.
Vulnerability creates trust and conversation.
You know you're winning when people tell you they feel like they know you when you've never met.
Jess has multiple programs to help agents at different levels in their careers.

3 Key Points:

Relevancy is about figuring out who you're talking to and understanding them on a human level.
Omnipresence is getting in front of people and building trust.
Intimacy is about helping people you don’t know feel connected to you.

Resources Mentioned:

Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
Jess Lenouvel (Instagram)
The Listings Lab (website)
The Listings Lab Method for Real Estate Agents (Facebook group)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Mike Ganino, a storytelling and communication expert, author, and speaker. Mike speaks about how to stand out by telling your story in a way that will resonate with your audience.

Episode Highlights:

Mike Ganino realized early in his career as a manager that the best ideas rarely won. He saw employees, companies, and vendors with great ideas that they didn't know how to package.
The real estate industry is really about relationships and relationships are stories.
We often describe ourselves to our prospects using vague adjectives instead of relying on narrative.
Tell a story that makes your listeners aware of your cutting-edge marketing.
With stories, you can show that you're innovative without ever having to say it.
What really makes you stand out is the stories you tell about yourself.
Realtors tend to want to talk about stats. Nobody cares about those stats because they don't resonate.
Mike talks about "fauxnerability" online.
Storytelling for business is different from storytelling for entertainment.
Think about who your audience is and think about what they should know about you that will make them want to work with you.
Mike talks about the audience-directed strategy he uses on his About page.
Think about what's interesting to the person in front of you.
Tell people something about you that shows them who you are. That doesn't have to be heroic.
Mike shares how he would approach a hypothetical Malibu prospect. Hear how he tells a story unique to that particular prospect.
You only need a couple of iterations of your story for a particular area.
Be careful about asking too many discovery questions. Ask questions in a way that is natural.
We need to ask questions and also remember to reveal things about ourselves.
Look at your listing appointments and buyer conversations. Look at all the places where you make an assertion and prove it with a story.
When telling stories about a home, think about how people would use it.
Imagine a day in someone's life as you're conducting the tour.
Investors and flippers are the people that care about the facts.
You can use seller stories as part of your marketing. Interview your sellers.
The top agents win because they know how to sell a story attached to a home.
Video is very important right now.
Consider taking an improv theatre class to get more comfortable in your skin.
Create evergreen content that talks about who you are and your core values.

3 Key Points:

When someone asks you to tell them about you, figure out what it is they are really trying to get to.
When considering how to tell stories about homes, think about the story of the house but also the story of the people who are going to love living there.
Facts do not sell homes.

Resources Mentioned:

Lab Coat Agents website, Facebook, Facebook Group, Twitter, Instagram
Mike Ganino website, Facebook, Instagram, Podcast
Get Mike’s free workbook with prompts here
Company Culture for Dummies book

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Cory Lee, an entrepreneur, speaker, trainer, and leadership expert. Cory speaks about the importance of investing in yourself, how to become influential, and why he wants to be world-famous.

Episode Highlights:

Cory Lee is originally from Mississippi. In a five year period, he built and sold several gyms and physical therapy clinics.
Early in his life he had a hard time with a lack of confidence and needed to build his confidence to be a successful entrepreneur.
Cory shares about his upbringing and how his mother and grandmother raised him.
Letting your gifts and talents shine isn't arrogance, it's awareness.
The world needs your gifts and your talents.
Have a vision and direction to guide you in your business.
They wanted to create a culture of change within their community.
Cory speaks to the importance of adding value to each individual customer.
Investing in your own growth is important to the success of your business.
Many people don't realize that they may not reach success without taking the risk of investing in a coach.
Investing in yourself is one of the best things you can do.
Successful people are constantly learning and they never reach the peak.
If you're the smartest person in the room, you need to find a new room.
Millionaires are often nice people and they will often give away information if people ask.
Your comfort zone is not really comfortable. It's familiar.
Most successful people want to give back because somebody gave to them.
Becoming an influencer is about becoming the type of leader that other people willfully follow because of who you are and what you represent.
Comparison limits us from becoming influential.
Compare yourself to your potential. Stop comparing yourself to your current results.
Think of at least one thing you could do today that would move the needle towards your goal.
Write down five tasks that will lead you to your goal and for the next fourteen days in a row, do at least one of those tasks.
First, you need to find out where you want to go.
People tend to spend their time on things that are unimportant.
Write down all of your tasks and responsibilities. Ask what is required. Ask where you'll get the greatest return. Ask what is more rewarding to you.
As you accomplish goals, you create habits.
Become aware of the habits that are getting in your way.
It's not about self-judgment, it's about awareness.
How you overcome your failures will define you.
Choose your attitude. Your attitude is your choice.
Give people your time and attention.
Exceed people's expectations.
Don't be attached to outcomes. Be attached to your participation.
Any time you're doing anything, you're trading your time. Be intentional with your time.

3 Key Points:

Successful people invest in themselves and look for opportunities to learn.
As you accomplish your goals, you will form an awareness around your habits.
Don’t be afraid of reaching out to successful people. They’re often willing to help.

Resources Mentioned:

Lab Coat Agents website, Facebook, Facebook Group, Twitter, Instagram
Cory Lee website, Facebook, Instagram, YouTube
John Maxwell coaching resources: website, 3 R’s

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Dewey Golub, a real estate professional who owns multiple businesses and enjoys a fun, active lifestyle. Dewey shares about the choices he made to create a business that is self-sustaining so that he can prioritize travel and enjoy spending time with his family.

Episode Highlights:

Dewey Golub began his career in marine biology. He was a divemaster that got into yachting and went from yachting to real estate.
His main business is residential real estate but he also has a single-family investment business and a Matterport services company.
Dewey tells the story of how he found his Matterport producer on Upwork.
Dewey shares how he spends his year skiing and traveling with his family.
When they travel, Dewey generally works for a few hours before his family gets up. Then in the middle of the day he'll take calls. He will then work for a few hours at night.
Some real estate agents don't have the resources to live this kind of lifestyle. Other agents have the resources to enjoy this kind of lifestyle but don't have the time.
Dewey started his real estate team because he was having his first child and wanted more freedom.
A team can function as a communal leverage system.
His team doesn't work for him, he works for them.
He feels that his team could only feel negative about him if the team wasn't delivering on the promises they made.
When Dewey built his team he started with a coach. He hired an admin first.
His next hire was a buyer's agent he found on Craigslist.
A lot of agents have a hard time letting go and giving tasks to other people.
Sometimes you need to be disciplined as a leader and cut people loose when they're not a fit for your team.
If you want to retain agents, create opportunities.
Not everyone is built the same or wants to do the same thing.
Dewey talks about how he approached the first few weeks of the pandemic.
Dewey reflects on what he has learned about culture from studying teams around the nation.
People with similar values gravitate towards each other.
Not everyone wants to buy a Matterport, but everyone will have a need for that technology.
He feels passionate about how to use content as the new lead generation and marketing platform in real estate.
The opportunity to invest in real estate is right at your fingertips.

3 Key Points:

If you want to create a self-sustaining business, you need a team of like-minded individuals to support you.
The key to retaining agents is to create opportunities.
People with similar values gravitate towards each other.

Resources Mentioned:

Lab Coat Agents website, Facebook, Facebook Group, Twitter, Instagram
Dewey Golub Facebook, Instagram
Email dewey@foundpropertiesgroup.com
Found Properties website, Facebook, Instagram

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Jake Stenziano & Gino Barbaro about their successful multi-family investment portfolio. They share how they created financial independence in just a few short years by becoming real estate investors. Listen for tips for how you can take advantage of this opportunity.

Episode Highlights:

Jake Stenziano was in a corporate grind as a pharmaceutical rep when he saw the potential in real estate. He started getting mentored by Gino Barbaro and they began looking at deals together. They got a 25-unit deal and never looked back.
Gino ran a family restaurant for 20 years. Everything shifted for him when his father passed away in 2008. He knew he wanted to create passive income to support his large family.
Gino decided to pursue multi-family units for the cash flow, tax benefits, appreciation, and cycle resilience.
Multi-family units address a basic human need.
You just have to start. Once you start you have the clarity and you have the accountability.
Jake points out that many times in single-family residential real estate the agent is a salesperson. It's different in the multi-family space. As the buyers they have to prove their credibility and why they're going to close the deal.
Partnerships multiply and can help you blow things up a lot more.
With multi-family spaces, start where you're comfortable.
Economies of scale make multi-family attractive.
As a real estate agent, you have opportunities to invest.
The first thing that you need to realize is that the gold is in the assets.
You buy, you refinance the money out, and then you continue to buy. As long as you continue to buy the game goes on because you keep accumulating depreciation to wipe out your taxes.
Buy right, manage right, finance right.
Many people start out with syndication.
The way to be successful in any business is to think of yourself as a farmer. Plant the seed and take care of it.
Jake reminds us that debt is a tool. Use that tool properly. They like non-recourse debt through agencies.
The more you know about your potential investors, their goals, and how you can add value to them, the better.
Time is on your side in multi-family.
You don't lead with seller financing. You base your offer on the income approach. If the numbers don't line up, that's when seller financing can come into play.
Negotiations are all about listening.
Jake explains how they put together their initial down payment for the first deal.
You can get in the game if you have between $20-50k especially if you have a partner.
They typically do 2-3 deals each year.
Look for properties that will bring you cash flow. Buy cash flowing assets.
Buy right, know how you'll manage the property, and figure out where you're getting the debt from.
You have an opportunity to create massive financial independence as a real estate investor.

3 Key Points:

Being a realtor puts you in an excellent position to get started with real estate investing.
Multi-family is a long game, just like any other business.
The key to the game is to stack assets over time.

Resources Mentioned:

Lab Coat Agents website, Facebook, Facebook Group, Twitter, Instagram
Jake & Gino website, podcast
Email gino@jakeandgino.com to get a pdf copy of their credibility book.
The Richest Man in Babylon (book)

The Richest Man In Babylon - Original Edition

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During today’s episode, host Jeff Pfitzer continues his conversation with money expert Chris Naugle, co-founder and CEO of The Flip Out Academy, and founder of The Money School. In this episode, Chris dives deeper into his strategy for paying yourself first to multiply your money.

Episode Highlights:

Chris Naugle provides a recap of his first LCA interview, which centered on a banking concept created by the Rockefellers because they didn't trust banks. They used mutually-owned insurance companies as an alternative to traditional banks.
When Chris asked what wealthy people were doing with their money, privatized banking came up every time.
You can use mutually-owned insurance companies and a whole life insurance policy as a banking instrument.
Wealthy people started using this system when they realized this was a place where they could put their money with a guaranteed return and a dividend.
The insurance company uses their account to collateralize the loan and they never have to be paid back.
Contractually the insurance company has promised to pay a death benefit upon your demise. They subtract the loan from the death benefit.
The wealthy use this product to take an advance from their death benefit.
With these plans, you'll have access within the first thirty days. You can pull this money out at any time and use it as you please. Ideally, you never have to pay that loan back.
The insurance company will charge 5% interest. You still make 1.2% on money that you're using. Every year you are compounding at a higher number.
You are using a standard whole life vehicle from a mutually-owned insurance company that is non-direct participating.The only way to access their general account returns is through this vehicle.
They give up 60-90% commissions because of how these accounts are designed.
Chris explains why banks have so many vice presidents.
Rich people are not just magically good at investing money. They get giant death benefits paid back into their trusts to fulfill the desires of the next generation.
This is a strategy that can work for everyone.
Chris provides a detailed example of how he has personally used this system.
The minimum to make this work is to take your age, times it by ten, and that will give you your minimum monthly.
The advantage here is that this vehicle allows you to have your money while using it to make more money.
Many famous companies employ this strategy.
Chris shares how he will end up with a 40% cumulative return for the account he set up for his daughter.
Will your 401k give you a 40% return?
People don’t know about this because they haven’t been taught how money works.

3 Key Points:

This system allows you to pay yourself first and then pay everyone else while still earning uninterrupted compound interest.
The advantage here is that this vehicle allows you to have your money while using it to make more money.
This system allows you to move your money around the way banks and wealthy people do.

Resources Mentioned:

LCA Marketing Center: LCAmarketingcenter.com
Lab Coat Agents: LabCoatAgents.com
Chris Naugle website, Instagram
Episode 69
The Money Multiplier video
Mapping Out The Millionaire Mystery free book
After watching the video text "moneymultiplier" to 33777 for more information.

Connect with Lab Coat Agents:

Lab Coat Agents on Facebook

Lab Coat Agents on Twitter

Lab Coat Agents on Instagram

Lab Coat Agents Facebook Group

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During today’s episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with award-winning realtor, Jennifer Seeno Tucker. In this episode, Jennifer shares amazing tips for young agents coming up in their business, struggling agents looking to rebound, and team leaders who want to help their agents get past setbacks.

Episode Highlights:

Jennifer Seeno Tucker began her career as a physical education teacher then became an entrepreneur with her own preschool fitness business.
She began her real estate career as a buyer's agent, working with her mother, a real estate veteran.
Her daughter's father suffered a traumatic brain injury that changed their family life dramatically. She learned from this experience how to let go.
Letting go of control helped her to see her business differently.
After the tragedy, she began to focus on relationships and not just transactions.
Take care of your mind, body, and spirit to bring your business success.
Finding the right systems for you in your business can be a form of self care.
Jennifer adheres to a Mediterranean diet.
She found her ideal clients as she learned that people tend to work with others who are like them.
She studied the DISC profile carefully to learn how to adjust her communication style to suit different types.
Jennifer shares her approach to real estate during the pandemic.
During the pandemic, Jennifer has shifted to virtual networking meetings. She even joined a new networking group during this time.
Trauma can teach you that you need to keep going despite difficult circumstances.
Jennifer was able to list ten houses during the quarantine and put four of them under contract.
Trauma can teach you to prepare for the future and to focus on moving forward.
Always know your numbers. Reverse engineer everything.
Especially if you’re a new agent, focus on doing money-making activities on a daily basis.
When she was starting out, Jennifer leveraged her time for money and initially went doorknocking even though she didn't like it.
Being proactive created the momentum she needed to move forward with her business.
She also created a weekly email to stay in touch with her database.
There isn't a silver bullet. Get to work to create momentum.
Jennifer still spends time cold-calling. She calls a lot of pre-foreclosures.
When you're creating a vision, start with where you live, work, and play first.
You can build and grow your business even if you’re working with a small network.
When you’re struggling, don’t forget the basics. Scroll through your contacts list.
Be consistently present in your Facebook groups.
If you don't like social media, it won't break your business. But if you're looking for ways to grow and evolve, social media can help you.
Just do it. If you sit on your couch nothing will come to you.
What keeps Jennifer in the industry is not money. She loves connecting with people and helping them get from point A to point Z.
Discover why you’re really in this business.
Jeff explains how he builds relationships with people by using social media.
The more you're seen, the more you're perceived as an authority.

3 Key Points:

Trauma can teach you that you can keep going even when circumstances are difficult.
Prioritize money-making tasks every day to move the needle forward in your business.
Doing the work will create momentum. Start somewhere and keep showing up.

Resources Mentioned:

LCA Marketing Center: LCAmarketingcenter.com
Lab Coat Agents: LabCoatAgents.com
Jennifer Seeno Tucker website, Facebook
Text Jennifer at (516) 361-2568
Become A Rock Star Real Estate Agent book

Connect with Lab Coat Agents:

Lab Coat Agents on Facebook

Lab Coat Agents on Twitter

Lab Coat Agents on Instagram

Lab Coat Agents Facebook Group

Become a Rock Star Real Estate Agent: 7 Steps to Make $100k

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During today’s episode, host Jeff Pfitzer speaks with money expert Chris Naugle, co-founder and CEO of The Flip Out Academy, and founder of The Money School. Listen in as Chris introduces his strategy for paying yourself first, and why now is the perfect opportunity to get your finances together so you’re prepared for the future.

Episode Highlights:

Chris Naugle shares how his personal journey involved a professional snowboarding career, work as a financial advisor, and real estate investing before he became a money guru.
His journey really began when he found out he was over-leveraged and lacked the knowledge he needed.
Chris shares more about his history with snowboarding.
When Chris was a financial advisor, he was taught how to be a great salesman and how to manage money in a way that made the most money for the firms. He started investing his money that way.
We are taught to give up control of our money.
Wealthy people know how to move money the way a bank does.
Wealthy people change where their money goes first.
Pay yourself first and put it in a place where it never stops working. Then pay everyone else.
Chris teaches us about the principle of uninterrupted compound interest.
The Rockefellers discovered that the strongest financial institution where they could put their money was large mutually-owned insurance companies.
When you put money into these insurance companies' general accounts, you get the returns guaranteed by the insurance company at a rate of 4% as well as dividends.
Chris shares how you can get your money into these general accounts.
You can use a whole life plan as a gateway into the insurance company's general account returns.
When you put your money into this vehicle, you immediately can take your money back out. Chris shares how you can learn more about this as a banking strategy.
Chris shares the limits of these benefits.

3 Key Points:

We are taught to give up control of our money and can take back that control.
Pay yourself first and put it in a place where it never stops working. Then pay everyone else after.
We need to learn how wealthy people move and manage their money then replicate their strategies.

Resources Mentioned:

LCA Marketing Center: LCAmarketingcenter.com
Lab Coat Agents: LabCoatAgents.comChris Nagle website, Instagram
Bauer Financial website
The Money Multiplier video
Mapping Out The Millionaire Mystery free book
The Private Money Guide free book

Connect with Lab Coat Agents:

Lab Coat Agents on Facebook

Lab Coat Agents on Twitter

Lab Coat Agents on Instagram

Lab Coat Agents Facebook Group

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During today’s episode, host Jeff Pfitzer speaks with Bill Kurzeja, owner and founder of Professional Success South. In this episode, Bill teaches us how to gain confidence as real estate professionals so that we can demonstrate that confidence in business. Listen to hear great insights into how knowledge creates confidence and confidence creates trust.

Episode Highlights:

In high school, Bill Kurzeja felt shy and awkward. He became a mechanic in the military and that forced him out of his shell.
He applied the discipline he learned in the military to the automotive industry. Fifteen years later he wanted to make a change. He found his passion was training, coaching, and leading people.
We gain confidence through our knowledge.
Bill and Jeff discuss Bill's success as a runner and his journey to become a triathlete.
Bill hired a coach to help him train for triathlons. Physical activity brings him mental clarity.
Being healthy is foundational to building success in the rest of your life.
You can be driven by competition with yourself.
We are never too old to accomplish what we put our minds to.
We shy away from the term "sales" but in reality, we're selling ourselves all the time.
You gain confidence by learning how to communicate and how to listen.
In real estate, you need to learn everything about the neighborhood you're selling in. You need to know everything you can about the area to speak with confidence.
You should know the market data but that won't differentiate you.
Realtors should own how they communicate with their clients.
Many salespeople want to talk about themselves. It's important to make your client the focus.
Practice and use roleplay to get comfortable with new conversations.
Own the focus that it's not about you, it's about them.
Help people you’re talking with to feel safe.
The anatomy of a sale begins with the interview. Take your time to learn what the people you are talking with are looking for and determine their needs.
You don't get opportunities to sell houses unless you sell yourself.
Sell yourself in the beginning just by being yourself.
When you promise something, deliver right away.
Set the proper expectations from the beginning in the way you communicate.
Bill shares how he approaches realtors who don’t see themselves as sales professionals.
You just want to be their go-to all for all things real estate.
You can't ever stop getting better. You must continue improving.
Follow your passions. When you do something you love and enjoy, you get to be who you are.
You can deliver content about your passions.

3 Key Points:

As you acquire knowledge you can acquire confidence.
Having confidence will allow you to own the way you communicate with clients.
Remember it’s not about you. Always focus on the people you’re serving.

Resources Mentioned:

LCA Marketing Center: LCAmarketingcenter.com
Lab Coat Agents: LabCoatAgents.com
Bill Kurzeja Facebook, Instagram
Professional Success South website, Facebook, Instagram

Connect with Lab Coat Agents:

Lab Coat Agents on Facebook

Lab Coat Agents on Twitter

Lab Coat Agents on Instagram

Lab Coat Agents Facebook Group

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During today’s episode, host Jeff Pfitzer speaks with Coach Micheal Burt, a championship basketball coach who pivoted to a highly successful career in corporate coaching. In this episode, Coach Burt will teach you how to become a person of interest to take your business to the next level.

Episode Highlights:

Coach Micheal Burt began coaching basketball teams in his teens. He spent a decade building a national championship program.
He began reading mindset books at a young age and was highly influenced by the work of Stephen Covey.
He realized he could coach every day and fulfill his financial goals by pivoting to business coaching.
The average American might not understand why they should invest in coaching.
The success of coaching depends not on the mentor, but on the mentee.
If you want to learn something, it's your responsibility to extract as much value as you can.
Coach Burt would never show up to a coaching session without being prepared to extract information.
He makes up his mind what he's going to get from a coach and gets that thing.
A good coach will help you find and feel your missing structures.
His life's work is about helping people get to the next level.
To get better at things, you must practice and put in the work.
When you're at a conference, put yourself in the position to learn something.
You could see Coach Burt speak, but it's hard for him to change your behavior unless he spends time with you.
You need to have an affinity with the person coaching you.
Ask who gets your attention and what they do.
Look at who else your coach has coached.
People of interest have credibility indicators.
If people don't know how good you are, then you're a secret. You can't sell a secret.
Coach Burt helps people tell their stories, explain their value, write books, make videos, and host events.
Coach Burt uses the books he's written as business cards.
Put things out in the market that indicate you're doing big things in the world.
Coach Burt watched his wife's confidence increase when she wrote a book.
People of interest have specific knowledge.
People of interest have impeccable skills.
Make an effort. Most agents do not prospect enough. You need to be prospecting a minimum of two hours a day.
To be a person of interest you need confidence.
His book Single Digit Millionaire is about how to find your primary skill so you can make more money with that skill.
Once you figure out what your primary skill is, then figure out who will pay you the most for those skills.
Define your audience and then figure out what it is they want and need.

3 Key Points:

If you want to learn something, it's your responsibility to extract as much value as you can from the teacher, mentor, or course.
People of interest tell their stories, explain their value, write books, make videos, and host events.
You need to be a specialist, not just a realtor. Define your audience and meet their needs.

Resources Mentioned:

LCA Marketing Center: LCAmarketingcenter.com
Lab Coat Agents: LabCoatAgents.com
Coach Burt website, YouTube, Instagram
Take advantage of Coach Burt’s free top-selling books at coachburt.com.
Single Digit Millionaire (book)
The Seven Habits of Highly Effective People (book)
Person of Interest (book)
The Accountable Church (book)
Small Towns and Big Dreams (book)
Living with a Monster (book)
Monster Publishing Retreat

Connect with Lab Coat Agents:

Lab Coat Agents on Facebook

Lab Coat Agents on Twitter

Lab Coat Agents on Instagram

Lab Coat Agents Facebook Group

The 7 Habits of Highly Effective People (30th Anniversary Ed.)

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Mike Cuevas, a former realtor who is now a content creation and marketing expert. Mike shares why content is the future of marketing, why it’s important to build an authentic brand, and how to define your video strategy. This episode will give you a new perspective on how content leads to conversions.

Episode Highlights:

Mike is no longer selling real estate. He sold from 2002-2019. He never sold through prospecting. He has always focused on content creation.
In 2002 he started compiling a list of people he knew and then started a direct mail campaign to farm them. This helped him generate business.
Mike speaks to the importance of being memorable regardless of which marketing strategies you’re using.
He rebranded three times in his career. When he felt burned out on selling homes, he shifted to marketing.
Mike speaks to the importance of feeling confident and excited about what you do.
Authenticity is all about finding who you naturally connect with.
Mike tells us about the "dude" aspect of who he is that has carried across his various brands.
Nobody hires you for what you do, they hire you for how you do it.
When you ask how to build a better relationship, the answer is to stay in better communication.
Everyone has a brand. Your brand is your spitting image.
The seller will hire the person they relate with more.
Building your own brand is a recession-proof business model.
Build your brand by communicating consistently to the same audience over time through various channels.
The only thing that keeps your name at the front is consistent communication.
When we create media, it's about reminding our network that we're in real estate.
The difference between being a salesperson and a business owner is how you view your database.
The first thing Mike does with clients is to help them figure out a video strategy.
Ask if you want to create a community or talk about real estate as you plan your video strategy.
You don't have to talk about real estate in your videos. Your branding will remind them that you are in real estate.
You're the digital mayor of your town. Become the real estate expert.
Video gives you authority.
There's no magic formula for social media other than engaging and consistently posting.
Video combines tone, body language, and authenticity. It is an incredibly effective way to communicate.
Find your content pillars and then it will become easy to talk on camera.
One of Mike's services, Flip This Agent, is a complete rebranding service.
Mike’s company scripts, edits, and distributes your videos for you.
Content is the future of marketing.
Many people will hire a videographer to create videos but don't give them the story or create an end goal. Videographers need guidance.
While you can implement these strategies yourself, Jeff is finding that many people prefer to hire a service.
Mike describes his virtual presentation service.
You can leverage education-based content to attract leads.
People go to your website to see if they like you. For this reason, Mike has a video on every page of his site.
In the eyes of the public, the realtor who has more content is better qualified.

3 Key Points:

Creating content allows you to build and maintain relationships through regular communication.
Video is an extremely effective way to communicate. When you create video content, you give yourself authority.
Your content does not have to be about real estate to remind people that you are in real estate.

Resources Mentioned:

LCA Marketing Center: LCAmarketingcenter.com
Lab Coat Agents: LabCoatAgents.com
Real Estate Marketing Dude website, YouTube, Instagram, podcast

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Bob Lachance, a remote hiring expert and the owner of REVA Global. Bob shares the top three tasks a Virtual Assistant (VA) could be doing for you right now, three reasons to use a VA for transaction coordination, and why hiring an assistant is the key to scaling your business affordably.

Episode Highlights:

After an eight-year professional hockey career, Bob Lachance became a realtor. He did not finish his college degree because he was offered a contract with the NHL.
The first deal he did was a rehab property. He realized quickly he had zero systems and processes so he joined the local real estate investment association. He then jumped into short sales.
In 2005 he jumped into the backend of a coaching program. Then they started a large coaching program on the investment sale.
Bob recognized that many investors wanted more time in their day. In 2013 he learned about virtual assistants.
He hired his VA to build a buyer's list and to bring in leads on the selling side.
Realtors can offload many time-consuming tasks to someone else and get their lives back.
One of the top reasons realtors hire VAs is lead generation on the front end. The other main reasons are consistent follow up and transaction coordination.
Every day in Connecticut there's a new pre-foreclosure list that's provided, and Bob’s VA goes through those and tracks them. Most of the time there's a phone number attached to that client. This can also be done with probates, tax liens, evictions, and code violations. Figure out the system in your state if you want to follow this strategy.
As an agent, Bob is beating the banks and the courts to the foreclosure and trying to sell the house to clear the seller of the black mark.
REVA provides a whole month of training on tasks that real estate professionals do.
Bob describes how he creates training videos for VAs.
Always remember that a VA is a human being. Have realistic expectations.
Look at your calendar. Jot down each task and document how long they take you to complete. Then your expectations can be met.
In the Philippines, there's a twelve-hour difference. They work the night shift.
Bob shares why he chose the Philippines for his business. They have a neutral accent and place a high value on education.
A full-time VA through REVA is $9.60/hour with no hidden fees. For part-time, it's $10.60/hour. This is competitive pay for them. An assistant with a four-year degree in the U.S. costs an average of $48k per year.
They use VAs for follow up tasks because they see more closings when the human touch is involved.
Teach your VAs how to use the CRM as well.
Many of the virtual assistants on their team do transaction coordination.
Hiring a VA to do transaction coordination saves you time and allows you to focus on income-producing activities.
VAs also can be used for brand-building activities.
Bob describes what his VAs do for their clients on social media. They post every day. They edit video, create content, and more.
Remember that hiring a VA will allow you to scale your business affordably.

3 Key Points:

Virtual assistants can be trained to focus on lead generation, follow up, transaction coordination, brand-building, and more.
Hiring an overseas VA will often save you money, making scaling your business more affordable.
Hiring a VA will allow you to take back your time so you can focus on what matters to you.

Resources Mentioned:

LCA Marketing Center: LCAmarketingcenter.com
Lab Coat Agents: LabCoatAgents.com
Bob Lachance LinkedIn, Facebook
Contact Bob at bob@revaglobal.com
REVA Global website
Rich Dad Poor Dad (book)
Friday Coffee Break

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Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with investment guru and author, Chris Kawaja. Chris shares his ideas about how to create a better financial strategy, how to think about where you should invest, and how to identify opportunities that will help you create wealth.

Episode Highlights:

Chris Kawaja was born into an entrepreneurial family. When he was seventeen, he left home to attend Stanford where he studied economics and psychology. He worked on Wall Street and attended Harvard Business School. He has a broad base investing experience.
He was trained under legendary investor Ray Dalio, at Bridgewater, out of business school.
The most important lesson he learned from Ray was how hard it is to be honest with yourself and honest with other people.
Chris advises that we should not overreact today. We make investment mistakes when we’re emotional.
Do less and think more. Take the time to reflect during this time.
Investing doesn't always reward us in the same way as other activities.
The time you most want to buy is when things are falling to the floor.
Chris is in favor of having independent streams of income.
For his real estate investing, Chris gets his income from different geographies. He also invests in different industries.
There's a balance between getting better at what you're doing and also diversifying.
As you think about where to invest, it’s important to know yourself. Ask yourself what kind of investment is going to be a great fit for you.
Make sure your first deal is idiot-proof.
Chris describes the two models he used for leveraging land at the beginning of his career.
Chris provides an overview to The Ultimate Liquidity Portfolio, which he created when he saw friends and family experiencing hardships during economic shifts.
High-yield savings accounts tend to lose money after taxes and inflation. Stocks are the other extreme.
Using the ULP, you invest 88% in intermediate-term treasuries and 12% in the total stock market index. This is a portfolio that preserves money better than stocks, better than cash, over numerous periods.
This strategy isn't for retirement investments. It's effective for your middle bucket of cash.
As you think about the rest of 2020, have a plan and stick with it.
Now is the time to be turning over a bunch of rocks. You will learn in the process.
When there is a change like this, write down the changes you're seeing in the world. These are signals for what's changing in the world that will give you a broad intuition.
Chris posts on his blog every few weeks on investing and real estate. His most popular product is his weekly newsletter.
Chris reminds us that real estate will always be a great business.
Keep going back to the intersection of the things that interest you and the things you can make money at.
Chris shares what he’ll be doing next.
Jeff and Chris discuss the risks involved in multi-family units in the current market.

3 Key Points:

This is a great time to reflect, learn, and seek out new opportunities.
When considering investments, know yourself. Pick the kind of investment you like.
There are many opportunities and it’s always a great time to be in real estate.

Resources Mentioned:

LCA Marketing Center: LCAmarketingcenter.com
Lab Coat Agents: LabCoatAgents.com
Chris Kawaja LinkedIn
How to Stash That Cash (book)
How to Stash That Cash website
Ray Dalio
Upwarding blog

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How To Stash That Cash: The Ultimate Liquidity Portfolio

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During this episode of the Lab Coat Agents Podcast, Tristan Ahumada, Nick Baldwin, and Eric Sachs, of The Breakthrough Broker, interview best-selling author Hal Elrod. Hal shares ideas on how to increase your income by starting with a consistent morning routine that you choose and commit to. You will be inspired.

Episode Highlights:

The practice of the miracle morning turned Hal's life around in 2008, during the recession.
He decided to figure out how to work on himself to grow his business. Within two months he had doubled his income and it felt like a miracle.
SAVERS is the acronym Hal uses in his book. The acronym stands for silence, affirmations, visualization, exercise, reading, and scribing.
Hal didn't invent these timeless practices. He realized the world's most fulfilled people have sworn by these practices for centuries. Nobody was doing all six of these practices.
Hal is currently fighting cancer and facing the effects of treatment.
When we overcome adversity, we can then help others overcome it.
He has been asking himself how his miracle morning is different now from how it was in 2008.
Affirmations are often misunderstood. Affirm what you are committed to. Affirm why it's crucial that you follow through with your commitment.
The purpose of affirmation is repetition.
Don’t forget the fundamentals.
People often ask if they can do the miracle morning routine at different times of day. Yes, these practices work at any time of day. But the maximum benefit comes from doing them in the morning, when you optimize who you are and take that into your day.
There's a compound effect to doing it all together.
The Miracle Morning is customizable. You can do it in any duration. Most people do a one-hour miracle morning. The order is also customizable.
Silence allows you to calm your nervous system. Affirmations will get you fired up. Visualizations will help you plan for how to achieve the end result.
You've got to visualize yourself engaged in the activity today that will move you in the direction of the long-term vision.
Visualization can be a type of rehearsal.
When you think about your bedtime routine, remember that the first thought you have in the morning is usually the last thought you had before bed.
The secret is to feel good first.
Make a vow that you're going to experience joy in everything that you do.
We need to feel peaceful and grateful even as we're going through these difficult times.
Mediocrity is not as comparative as people may think.
Mediocrity is accepting less than we want, than we're capable of, and that we deserve.
When we settle for mediocrity, we unconsciously give permission to those around us to do the same.
The greatest gift that we can give to another person is to fulfill our potential.
Hal discusses his cancer diagnosis and why he decided to pursue chemotherapy to beat difficult odds.
When he was twenty years old he created the miracle equation to try to break a company sales record. He shared it with colleagues and it worked for them.
First, he had unwavering faith that he would beat cancer.
The second decision you must make is to maintain extraordinary effort. Extraordinary effort is consistency.
Do one thing every day that moves you in the direction of your mission.
Maintain unwavering faith with a written statement that you read every single day with conviction.
Hal shares his miracle mantra.
Focus on the faith and the commitment you have instead of the fear.
The faith fuels the effort and the effort fuels the faith.
Hal shares his view on sleep. Try to get 7-8 hours of sleep but tell yourself no matter how many hours you're getting, you're going to wake up energized and enthused.

3 Key Points:

The Miracle Morning combines six time-tested practices that have been adopted by highly successful individuals.
The Miracle Equation combines unwavering faith with extraordinary effort.
You can focus on faith instead of fear to create miracles in your life.

Resources Mentioned:

LCA Marketing Center: LCAmarketingcenter.com
Lab Coat Agents: LabCoatAgents.com
Breakthrough Broker
Hal Elrod website, Podcast, Youtube
Bedtime affirmations
The Miracle Morning (book)
The Miracle Equation (book)
Love, Medicine, and Miracles (book)

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The Miracle Morning: The Not-So-Obvious Secret Guaranteed to Transform Your Life (Before 8am)

The Miracle Equation: The Two Decisions That Move Your Biggest Goals from Possible, to Probable, to Inevitable

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During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Nick Niehaus, founder of Connect Marketing and Business Video School, an online school that teaches professionals how to create better video. Nick shares how you can change your life by using video, not only as a marketing tool, but as a regular mode of communication.

Episode Highlights:

Nick created Business Video School when he saw people who wanted to create video for their business getting stuck.
Remember that video is a shift in communication and it is not going away.
Once you get used to this shift, you start to see the benefits.
You won’t get anywhere by resisting this shift.
If you're looking at other content creators, you have to go through the same process that they went through. Start where they started.
People feel more connected to people they see on video.
People get the full spectrum of communication from video.
Start with internal video. For example, answer your top 5 FAQs into the camera with your best possible answers.
A parasocial relationship is a one-sided relationship where Person A has a know/like/trust relationship with Person B, but Person B has no idea who Person A is.
The more times you show up in front of somebody, the more likely they are to like you.
Use targeted ads to put videos of yourself in front of your ideal customer and then let the parasocial relationship develop over time as a result.
If you are strategic, you're building these parasocial relationships with the right people through targeting your ads.
When you see a video or a picture of yourself, you're seeing how everyone else normally sees you, but you're not seeing you as you normally see yourself.
When you're obsessing about how you look and sound, you can't develop the other necessary skills you need.
If you get hung up about having the right equipment, remember that all you really need is your phone.
Until you know the basics, it's hard to know what kind of equipment you really need.
You could consider buying a tripod or a lapel microphone.
Once you're comfortable making videos, it's time to start thinking about your brand.
What you’ll want to do depends on who you’re trying to attract.
Pick a few topics and just keep coming back to them. These can be content pillars.
Go to your favorite clients and ask them what gets them excited and where they experience pain.
Figure out what your ideal customer cares about, and where that overlaps with what you care about.
Build habits around making content.
Talk about the same things consistently and over time the audience will show up.
Jeff shares his five content pillars.
Nick talks about Business Video School.
They developed a training program that teaches people how to make video from the first step.
The homework you create in the course can be used for your own business.
Nick will be on weekly Lab Coat webinars throughout June.
This is an opportunity to change your life with video.

3 Key Points:

When you’re just starting to make videos, reach out to people who create videos you admire and replicate the process they went through to get where they are now.
Once you’re comfortable making videos, then you will want to focus on targeting the right audience.
Video can change the way you communicate and increase your ability to connect.

Resources Mentioned:

LCA Marketing Center: LCAmarketingcenter.com
Lab Coat Agents: LabCoatAgents.com
Nick Niehaus LinkedIn, Facebook
Business Video School website, Instagram, Facebook

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During this episode of the Lab Coat Agents Podcast, Tristan Ahumada, Nick Baldwin, and Eric Sachs of The Breakthrough Broker interview renowned real estate coach, Mike Ferry. Mike shares great advice on how to manage challenging times, gives insight on what to expect moving forward, and delivers actionable ideas on how to position yourself to win.

Episode Highlights:

Should we expect a substantial decline in the amount of business being done if this continues for a longer period of time?
Mike doesn't think it will continue for a very long time. Worst case, we're going to do four million transactions this year in the U.S. That's eight million commission checks.
If you're not prepared and don't have great skills, you will have a problem.
Mike is concerned for agents who started after 2012 who haven’t been through something like this.
Today, agents need to expand their empathy.
98% of the agents have stopped working. This is a huge advantage for agents that are working.
What type of schedule should someone be following while they're home right now to continue to stay productive?
Take an hour and fifteen minutes three times per day.
There's a minimum you should be working every single day.
Does Mike anticipate that prices will drop as this crisis continues and gets resolved?
The lack of inventory is what stabilizes prices and we have a lack of inventory in most of the nation today. This is the advantage to now vs. 2008.
The focus should be on listing property more than ever before.
What would you say to a realtor when they're dealing with a client who has said they want to wait it out right now?
The public has a built-in series of excuses.
People will go to the agent they've been communicating with.
Nick suggests letting people know what the market is doing while not focusing on the virus.
What do you think virtual appointments mean for the long run?
Mike believes 50% of all transactions will become virtual because it speeds up the process.
Technology offers efficiency to buyers and sellers.
Practice your scripts and dialogues virtually with other agents.
How do you build rapport when you're meeting people virtually?
50% of sellers want rapport. 50% want the job done quickly. The pre-qualifying process will tell you which direction to go in.
Who should we be prospecting to and talking to during social distancing?
Call anybody today because people are sitting in their homes by themselves.
If you can't make cold calls due to tight restrictions, make care calls.
Rule #1 for any realtor is always to follow the law, period.
What should we do now about our 2020 goals?
For May, June, and July make a one-month business plan for each month. Focus on the thirty day period that you have control of.
Raise your standards for yourself.
How does the world economy compare to what he has seen in the past?
In Mike's opinion, the worst moment in American history was 9/11. From 2007-2012 we made it through the worst real estate recession in history. Americans are resilient and we’re going to make it through this.
What do you do to keep your mindset so strong and cut out the negativity and fear?
Earl Nightingale beat into his head the importance of being positive.
Mike speaks on how he limits his media consumption.
He recommends taking a fifteen-minute mindset break twice daily.
What is Mike reading right now and what should agents consume now?
Mike has read 10,000 books in the last fifty years.

3 Key Points:

Many agents have stopped working. Those who are still working on their business will have a huge advantage going forward.
Take advantage of this opportunity to learn how to use technology. It will offer you greater convenience and efficiency.
Get on the phone. Your clients want somebody to talk to right now and people will do business with the agent they’ve been communicating with.

Resources Mentioned:

LCA Marketing Center: LCAmarketingcenter.com
Lab Coat Agents: LabCoatAgents.com
Mike Ferry website, email: mike.ferry@mikeferry.com
Breakthrough Broker
Think and Grow Rich (book)
The Essence of Success (book)
Think Outside The Box (book)

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Lab Coat Agents Podcast: Recent Episodes

Tristan Ahumada, Jeff Pfitzer & Nick Baldwin