Authorify Newsletter - September 2020

SEPTEMBER 2020

AUTHORIFY MONTHLY

Dear members, Our members are truly the lifeblood of our business. They're constantly showing us new ideas and new ways to get listings with their books. Any time we hear about an innovative new approach or

If you have your own success story to share, we want you to share it with us at authorify.com/testimonials . Simply upload a short video sharing your results, and if we approve it, you’ll get 20 free book credits! Hearing about your success validates all of the hard work our team does every day. Our commitment to you is to continue helping you achieve your goals and get more listings! Calvin Curry Authorify CEO

Calvin Curry Authorify CEO

outstanding results, we want to share them with you. Our hope is that you’ll learn something from one of these members that you can implement in your own business. Take Jarnell for instance. Jarnell used his books to form a lucrative partnership with a local municipality that is sending him consistent business. You can read and watch his story on page 14 of this newsletter. You’ll also hear from Cathy, an agent who promotes her books on postcards to farm her area for listings.

We have a premiere customer support department that can walk you through our site and show you how to maximize all of the benefits of your membership. Our support representatives are available from 9 a.m. to 6 p.m. EST Monday through Friday. Email Support@Authorify.com or call 904.695.9933.

FAQS

out of the gate, you respond in one of these ways: Tell them you worked with a team of writers or another agent to write it. Tell them you licensed the material from Authorify to help your clients through their real estate transactions. The important thing is that you tell people the book is based on information to help them sell their homes for the most money possible — that’s what most people care about, after all. What should I do if I don’t have a good headshot photo? If you don’t have a professional headshot ready to go, you can start by choosing a cover design without a photo. You can always go back later and switch your cover design once you get a new headshot you’d like to use. The important thing is to get started as soon as possible so you can

Can you use the books as a new agent?

CALVIN CURRY

CLICK HERE TO WATCH

The answer is yes — you absolutely can. When we first launched the books, we tested them with a new agent who had never sold real estate before. He used them to list a $1 million property.

If the books worked for him, they can definitely work for you.

Our only suggestion is if someone you know questions how you could write a book right

near your location and in your price range. Snappr Photography - A site dedicated only to photography, you’ll need a few more details under your belt about your shoot — the location, for example — to find results, but you’ll end up with a list that has been “vetted” by the Snappr experts. Fancy, right?

your digital book and get physical copies in front of people looking to buy or sell real estate. Another option is to take a photo on your smartphone. If you have an iPhone, for example, you can put it in portrait mode and have a coworker, friend or family member take your picture. Here are some tips for taking your own photo: Make sure you’re dressed professionally in neutral colors. Consider your scenery. We recommend choosing a simple background for your book cover image so it doesn’t clash with your cover design. Consider the lighting. Make sure the light source is coming from in front of your face or slightly at an angle. Make sure you don’t take a photo with your back to a light source or window. Natural light is typically most flattering, like the natural daylight coming through a window, a shaded area outside or anywhere outdoors on an overcast day. If you want to find a professional photographer, ask around your brokerage to see if anyone has a recommendation. You can also use a number of websites to find local photographers: Thumbtack - A site dedicated to all kinds of services, from piano lessons to house cleaners, you’ll find a quick list of photographers nearby with an easy “headshot photography” search, including prices and recent reviews. Photographer Central - Similar to Thumbtack, add your search terms — we used “portrait photographer” — and then desired filters to discover photographers

Check out the new course on our training site that can help you find a photographer and get the perfect headshot for your book cover and business.

What do you want to see? We wrote this newsletter just for you, so we want you to choose what goes in it. Visit Authorify.com/survey to answer a few quick questions. You'll be entered into a drawing for 20 free books !

We want to hear from you! If you’re interested in sharing your success story with a member of our team, upload a video testimonial to authorify.com/testimonials . If we approve your video, we’ll credit 20 Free Books to your account!

One of the best ways to get people interested in working with you is to offer them a free estimate on the value of their home. If you’ve ever worked with House Value Leads, you know the key to getting listings is conversion. If you don’t have a solid conversion system, you won’t get the listings. Unfortunately, sometimes, you’re competing with top agents or agents who have more sales than you. If you don’t have a strong conversion system, you often lose listings to more established agents. Your books can help you convert these House Value Leads, even if you don’t have a huge resume of past sales. GIVE YOUR BOOKS TO HOUSE VALUE LEADS training

How to Land House Value Leads If you aren’t currently collecting House Value Leads, getting started is simple, and you can take several approaches.

Facebook Ads The easiest way to secure House Value Leads is by posting a Facebook ad offering out free home valuations. Link to a lead page, where your leads can provide their names, phone numbers and email addresses.

Try something like:

Email Send out emails to people in your sphere and lead prospects with the subject line “Find Out How Much Your Home is Worth!” or “How Much is Your Home Worth?”

In the email itself, offer a free CMA and also send a digital copy of your book.

Flyers/Postcards

You can also split test several different versions of a postcard to see which one produces the best result and send out more of that version in the future.

Putting Together a House Value Package

Curious About Your Home’s Value ? I Have A Special Gift For You! I’ll Give You: A Free In-Depth Market Analysis with Market Trends, Comparable Sales, Market Changes and an Estimated Value. A Free Copy of my Home Selling Book that reveals how to sell your home for Top Dollar Fast! A Free Jacksonville Housing Market Report Why Am I Giving You All Of This For FREE!? Because whenever someone sells their home for less than it’s worth, it affects the market in the local area — which makes it harder to sell other homes for fair market value. (Appraisers have to look at all sales when valuing a property, and one low sale can reduce the appraisal.) So, if you’re thinking about selling, I’ll give you all of that information for free to ensure you sell for top dollar.

Once you've generated leads, your first step should be to try to get those leads on the phone and schedule an in-person meeting. Say something like, “I found a bunch of comparable homes that I’d like to show you, but I’d like to see your home in person so I can accurately price it. I’m not sure what improvements you may have done or what unique features of your home might increase its value.” A lot of people will say they were just expecting an online result. Others will be hard to get on the phone or will ignore your calls altogether. This is when to follow up with a mailed or emailed package. If it's a really good lead you have a high probability of converting, send them a physical book if you have one. Include the CMA in the package, along with a cover letter and any other marketing materials you’d like to include. In your letter, be sure to note that the CMA is only a rough estimate without having seen the home in person and that you’d be happy to come by anytime to give a more accurate analysis.

Go to JimCurryRealtor.com/value or call 904-720-2120

You can also take a similar approach by mailing out a postcard or flyer.

Send people to your lead capture website, or have them email or call you to set up an appointment for a free CMA. One of the least expensive but most effective ways to reach an area is through a service called Every Door Direct Mail, which allows you to create a marketing “fence” around a specific area. With EDDM, you simply select a mail route and send a postcard to every address in that mail route for about 17 to 19 cents. On the flyer or postcard, include a large headline that says something like “FREE HOME VALUE REPORT.” Instruct people to contact you or visit your lead capture page. You can even include a QR code for people to scan with their phones and be taken directly to the page. You can create a free QR code on any number of sites with a simple Google search. Don’t forget to include a call to action for people to read your book online or get a printed copy from you.

You can send an email with the link to your digital book to lower-quality leads.

No matter which version you send, your book can help cement your authority and prove to the lead that you know what you're talking about.

I'm different, how I do things, how I'm gonna get their home sold and that kind of thing. Anyway, so long story short, I ended up getting the listing. It was a $600,000 house.” This client then referred Jason to his brother, so he listed the brother’s house, too. “One little home evaluation turned into two different deals, so it's worked out really well.” To Summarize: Home Value Leads can be a great source of listings, and using your book to convert them can make all the difference. You can advertise your book and a free home valuation on Facebook, or you can mail out copies of your books to qualified leads along with a flyer or postcard offering a free CMA. One of our members, Jason, used both approaches — he used Facebook to qualify the leads, then sent out books to people who expressed interest. Take Action This one is almost too easy. Just log onto your Facebook page, and set up a post offering a free home valuation. Feel free to mention your book in the post, or wait until you reach people to mail them a copy of your book. The books will help you convert those leads, especially if they’re considering other agents in your area.

Results in Action Jason is a newer agent who has been beating out more established agents for listings. He generates a lot of House Value Leads and uses his book to convert them. “It's hard to compete with the established agents that constantly have 20, 30, 40, 50 listings, and if you're in a certain town, that's who people think of to call. The books enable me to compete with established agents, even though I’m newer and don’t have a fancy track record." Jason mails out home valuation letters, along with his book, after qualifying leads through Facebook. “It was a Facebook ad and basically said something to the effect of, 'Home values are always changing. Click here to get your free and instant home valuation.’ “What I do when people do that is I send them a letter and then a copy of my business card book from you guys. Probably about a week passed, and they said, ‘Hey, thanks for the emails and book and stuff. It's all great. Can you just come by one day, sort of informally, and kinda help us get an idea what the home is worth?’ “When I actually met with them in person, they raved about how cool the book was and no one's sent them anything like that, and how humorous it was and entertaining, and it was packed with great information.” “They said they were interviewing a couple other agents, so I gave them my listing presentation spiel: the walkthrough of how

SEND YOUR BOOK TO PURCHASED LEADS training

Say something like, “Hi, my name is Agent. I sent you a copy of my book, and I just wanted to see if you received it and if you have any questions.” By the time you follow up with your leads, they’re already familiar with you because they received your book. Our members have a much higher conversion rate following up after sending out their books than they did cold calling. By increasing your conversion rates on the leads you do purchase, you can buy less leads and experience greater success. Where to Purchase Leads There are a number of places to purchase leads, and some are more expensive than others. If you know where to look, you can get hundreds — if not thousands — of leads for almost nothing.

No matter how many organic leads you manage to reach in your business, at some point, you may have to purchase a list of leads to expand your reach (if you haven’t already). But rather than burning through hundreds or even thousands of purchased leads using techniques with low conversion rates (like cold-calling), you can take a more focused approach to get listings. When you purchase a list of leads, send them a copy of your book or send out flyers offering copies of your book. Once you send out your books or book flyers, you can follow up, rather than blindly approaching your leads for the first time over the phone. When you follow up after sending your books, your cold calls turn into “warm calls.” You can call with a reason other than asking for their business.

Redx You can get hundreds of great seller leads from the Redx. You can pull thousands of old expireds from the MLS, and Redx does ALL the work to research them.

Melissa Data

Melissa Data is another reliable data collection site.

Here’s how to generate leads.

To the right of the page, click the icon that looks like a person, then the link that says “Sign In/Create Account.” Create a free account, and verify your account with the confirmation email they send you. Once you’re registered, you can sign in and begin putting together a list. Along the left side of the page under where it says “I Want To,” click “Find New Customers.” On the next page, click “Build List” under the option that fits the types of leads you’d like to reach. Some good options are: a. Consumer Mailing Lists & Sales Leads b. New Movers Mailing Lists c. Property Owners/Absentee Owners Mailing Lists for each of the categories on the next page. After each selection you make, be sure to click the button that says “Add Count” or “Update Count.” This applies your selections to your final list criteria. The number of results you receive will depend upon the size and population of the area you search. You can expand your search area by searching for a particular radius or a full county. Depending on the types of leads you’re trying to reach, input relevant information

Here’s how it works:

First, they check to make sure the properties haven’t been re-listed or sold. Then, they research ALL the owner’s contact info — including cell phone numbers.

When you sign up for Redx, you pay a monthly fee, and it lays out the different types of leads available to you. You can go back three to six months into your MLS and pull up houses that expired. Download the data yourself as a CSV or ASCI file, upload that data into the REDX, and they’ll do all the research. Redx checks to see if the homes you’ve inputted have been relisted. It checks to see if the homes have been sold and if a house sale is pending. Once they've checked the status of the homes, they’ll pull the phone numbers for you, including cell phone numbers. You can also go back a year, two years, three years — even four — to find old expired leads. You will have little competition for these listings.

Once you’ve made all of your specifications, name your list and click the gray box that says “Next Step.” On the next page, choose whether you’d like to make a one-time purchase or sign up for a 3-month, 6-month, or 12-month subscription. Click “Next Step” again, name your list, and complete checkout. Once you finalize your transaction, you’ll be given a link to download your data in a number of formats — including Excel spreadsheet. You’ll also receive an email to download your data later on. To Summarize: If you want to quickly reach a lot of people, purchasing leads can be a great way to do that. But it can get expensive (not to mention time-consuming) when you use techniques with low conversion rates — like cold calling. Adding your books to your marketing approach allows you to convert more of the leads you purchase, which means you save money on the number of leads you purchase and spend less time on the phone reaching out to them. There are several sources where you can find leads and contact information. We’ve had success using the Redx or Melissa Data in the past.

Take Action: Next time you purchase leads, don’t spend thousands of dollars racking up a list of thousands of leads. Instead, take a smarter approach with fewer leads and spend less time cold calling with little to no success. Add your books to the formula, save money, and convert more leads.

A $199.00 VALUE YOURS FREE

interviews with agents

Cathy Blight, an agent in Michigan, has been in real estate for over 20 years. She primarily works in a rural area outside of Detroit and specializes in lakefront properties, most of them high-end homes. Cathy’s primary marketing strategy is using postcards to farm her area. “There are about a thousand postcards that I send out, not just to the lakefront homes, but to the neighborhoods behind — the lake access homes, we call them. “So what I did this time was I refined it a little bit and I went into the records to see what were non-homestead properties. And non-homestead by Michigan tech standards is a home that you do not — that you don't live in. It's not your primary residence. It’s either a rental or a business or a second home, a cottage or a vacant lot. So I specifically wanted to make sure I got to them. HOW CATHY GOT 3 CLIENTS BY PROMOTING HER BOOKS ON POSTCARDS

CATHY BRIGHT

CLICK HERE TO WATCH

“So by doing that, what I did was when I went into the deed record. Instead of asking them to send it to the address, I asked them to send it to the taxpayer's address. And that way I would get people who didn't actually live in that home. So that worked out pretty well. Then on the postcard, I put an offer about getting my free book, you know, on selling your property. And I got three responses.” Cathy includes a cover of her book on the postcards she mails out to let people know how to get a free copy. “I had a picture of a home I had recently sold and mentioned that it sold in a day for — I forget how much over list because it was a little while ago — and then I said, you know, ‘If you want to sell your house this quickly and you know — and I had call, text or email had all those options in there — to get my free book. And then the title of the book, ‘How to Sell Your Home Quickly for Top Dollar.’”

It's a good rental; it's a good neighborhood. But I want to find a house for myself.’

The three responses Cathy received on her postcards were from different types of clients. Client #1 “The first one was a woman whose father had died and believe it or not, his house was right down the street from me. And I knew he had passed away, but that was a couple of years ago. So I was kind of surprised when I got this offer. And she said, ‘Well, I'm settling my dad's estate.’ And she told me where the house was. And she said, ‘I went over to the house. We finally cleaned out all of his stuff, but there was still mail coming there. And I went through the mail and I found your postcard.’ So I actually ended up sending it to a deceased person and I didn't have a response. They were no longer with us. And so she wanted me to come right down, and she really liked the idea.” When they met up, Cathy gave the seller her book. “And she didn't even live in this area. She lived about a 45-minute drive away. And she said, ‘Well, that was really great.’ I obviously knew what I was talking about. And she really wanted me to look because they needed to sell quickly this thing for a long time. They wanted it gone.” Client #2 The second client was a landlord who didn’t live in the area herself but whose property fell in the area where she had mailed the cards. “And she called me and she said, ‘Well, you know, I wasn't interested in selling my rental. As a matter of fact, I want to hang on to it.

Client #3 “The third one was a fellow who lives right down the road from me. And he has a vacant lot that he needed to sell. It belonged to him and his mother, and he needed to sell it now because she's now in assisted living and he needed some cash to help support that. “So I knew that the lot existed. I didn't realize that he needed to sell it now. So there was three totally different situations that these people were in.” postcards, Cathy also expects several more transactions to stem from those clients. “They referred me to other people when I started working with them because they liked what I did.” Cathy also discovered there were a lot more rentals around her lake area than she previously realized. “It was easily 10% of the mailing was rentals and was going from an address as far away as Florida. But they were still holding onto the house up here. And then sometimes it isn't necessarily that it was a rental when it's non wholesale. They could be what we refer to here as snowbirds. Right? And live in Florida in the winter and come up during the summer. And that was their summer home. Future Business Beyond those three deals from her “I sold one last year. After a while, they sometimes decide they don't want to be snowbirds anymore and they just want to

stay in Florida. So it's always wise to send it to the taxpayer. Don't send it to the house.”

While Cathy has done mailings in the past, previously, she did more traditional “Just Sold!” postcards and didn’t have a real estate book to promote. “And they were all very impressed when I gave them the book. And then they went home and read it. They called me and he said, ‘Boy, you really know what you're talking about.’ “So in the book — what I did in my particular book — was I took the main subject matter of each chapter and left it there. But I went in and tweaked it a little bit to make it a little more customized for my particular area. “And they were impressed right off the bat that I wrote a book. Their attitude was, ‘Oh, you must know what you're talking about. You wrote a book.”

Jarnell Carter, an agent from St. Louis, got his real estate license about three years ago. With an education in communications and journalism, Jarnell had planned to write a book early on in his career, when he assumed he would have the time to do so. “I already know that when you are a writer, it makes you an authority. But the problem was when I first started in real estate, I did not even expect to be busy. So I figured I'd have time to deal with that.” But as it turns out, Jarnell landed a deal in his first 30 days as an agent, and the business kept coming. He was even named Coldwell Banker’s Rookie of the Year for St. Louis. “And it just kept it just spiraled from there. I've just been busy ever since. So I don't know how I found you guys. ... I just made the phone call and said, ‘Hey, you know? I see that you guys do this, and it's something that I'm interested in doing myself, but I don't HOW JARNELL’S BOOKS LANDED HIM A MULTI- MILLION DOLLAR OPPORTUNITY interviews with agents

JARNELL CARTER

CLICK HERE TO WATCH

have the time to do it.’” Jarnell joined Authorify last year, and since then, he’s landed several lucrative deals that bring him consistent referral business. “If I meet people, I always have books with me and I always have presentations on me and stuff like that. And that's how I've been giving them out just by in person. “The stuff that has been yielding all the results is me handing a book to a person and saying, ‘Hey, you think I can help you? That's great.’ When I'm going on listing presentations, I typically give them the book prior to my appointment, and that has really changed the dynamic of the appointment tremendously.” “ey just sent me a whole page of listings, and it's because of the book.”

know that they've mentioned it many times to me about the book and ‘I love the book’ and they've never met an agent that had something like that for them to review. And that's one of the reasons why they chose me. And they already had an agent that I've been working with them for like 10 years. “It was really cool because I didn't think I had a chance to get the business, and now, here I am.” “Feel free to sell it on your own.” Jarnell says landing this big deal has given him the confidence to flex his expertise on other deals. “And it really has changed the dynamic for me when I go out to any other type of appointment,” Jarnell says. “You know, I have positioned myself now when I get to a listing appointment that I'm the authority, and a lot of clients, I have been there where I have signed up listings that I shouldn't have signed up, or they fight me on things that they don't want to do and stuff. And now I can just tell people, ‘Hey, if you don't want me to do what you should, call another agent because I have more — I have a lot of people that want me to list houses now.” Having a book has also given Jarnell solid footing to be able to stand up to difficult clients and earn their respect. “I listed a house the other day — it was a husband and wife. … He works for the Boeing corporation, and he's an executive and he's used to being the boss and stuff.

One day while he was knocking on doors, Jarnell happened to knock on the door of a local council member whose home he was looking to sell. “And I didn't know the guy was on the city council. I was just hunting for a listing, and I gave him the book and everything like that. I got his listing and sold his property in one day. And two weeks later, I was in a city council meeting.” Jarnell was nervous during the meeting, but it turns out, his book had already pre-sold the municipality on working with him. “I have a mayor sitting here and all these council members and a city attorney, and I was like, ‘OK, I'm not going to talk a lot in this meeting. I want to see what these people have to say.’ And mostly they were sold on me. They were trying to get me. They were selling themselves to me the whole time. And I was like, ‘Wow, this is the exact type of dynamic that I need.’ “One of the council members when they met with me, she was sitting there in the council room with my book and was like, ‘Oh wow. OK." and that's why they hired me. So I am handling pretty much all of their real estate needs and helping them with vacant property type situations. “They have me at all these million dollar deals and stuff right now. And I've never done million dollar real estate at all. The most I've ever done was the $650,000 house. And now I'm working with this municipality and everything's over a million bucks. “They just sent me a whole page of listings, and it's because of the book. So I give the book credit for this particular deal because I

audience. His post happened to reach someone all the way in Germany — the Vice President of the Bayer Corporation, which recently acquired agrochemical company Monsanto, previously headquartered in St. Louis. “I'm glad I did because that's how he found me. And he said that he wanted to work with an agent that he felt could negotiate on his behalf. And he was like, based on what he read in that book, he felt confident about me handling all his negotiations and everything.” He ended up helping the man purchase a $515,000 home. “And I mean, this man could've bought a million dollar house if he wanted to, but I found a house that I felt was better than many of the million dollar homes that he was sending to me. And he really liked that about me because he was like, ‘You didn't even spend all my money.’ And I was like, ‘Well, sometimes I don't have to spend all your money for you to be happy,’ and bam, he's in love. “He found me because of the book. And he has a whole big, giant team of people that are going to be moving to St. Louis from all around the world, and I'll be handling all of those locations. So I'm super excited about that, too.” “I'm not chasing the buyers anymore.” Jarnell has also been able to leverage his reputation to land deals with investors.

And his father was there to kind of intercept me and everything. And he was telling me what I was going to do. And my response to him was, ‘You must also have a book.’ And he said, ‘No, I don't have a book.’ And I said, ‘Well, let me worry about what the market is doing with this house, how it needs to be presented because I'm the professional in the room. And that's why you guys have me here. If you want it to do the listing yourself, you feel free to sell it on your own.’ But I already knew that they tried to sell it on their own and it fell all apart and everything.” “So now this guy at Boeing, he's like ‘Jarnell, I'm telling all my people at Boeing about you because oh my God, they all talk about nightmare real estate agents. And you made this move.’ And he was fighting me on my percentages and stuff. And he said, ‘I feel bad about fighting you on your percentage just now because look at how fast you did this for us. And they didn't have to spend anything. I didn't even stage it or take a picture. I took a picture of the front door. That's it.” “He found me because of the book.” Jarnell says the books have also helped him boost his social media following and land listings. “I had like 14,000 impressions two weeks ago because I just did one of your other books, one of the investor books. I put it on Facebook, Instagram, Pinterest, and 14,000 impressions.”

On one particular book post, Jarnell took a chance and boosted it to a worldwide

“I get an investor call every day now, every day. ... And you know, they're all closing at least three deals a month. Cause I'm not chasing the buyers anymore. You know? I'm letting them deal with the buyers calling me. And then I send them over.” These investor relationships have helped Jarnell in his new partnership with the municipality, which is in an area of St. Louis with lower property values. “The main thing that they want me to do with these properties that I'm going to sell for them is I'm selling them with deed restrictions. So you, Mr. Investor, would have to have that property 100% remodeled within 180 days. And the remodel has to be able to sell for at least $10,000 more than the highest price of the property on that block. So this is the way to get the market to start ticking up over there. And I think over time, it's going to make a big difference.”

Jarnell says one of the biggest benefits of using the books is that they allow him to generate consistent listings and be more selective about the deals he pursues. “Since I've started in real estate, I would have some big deals, but they were sporadic,” Jarnell says. “I think that the book is helping me get to where I'm trying to go, as far as being an agent is concerned. And it allows me to be very picky, which is what I wanted, you know, let all other agents list everything else. That's how I feel. There's plenty of business for everybody.”

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His partnership has also given him access to clients throughout the community.

“When people go to city hall now and if they say it — real estate comes out of their mouth — then the receptionist says, ‘Oh, you need to call Jarnell.’ And I'm just getting all of these calls from people from city hall constantly. “I'm like, ‘Well, I guess I don't need another client this year, but I'm still running around finding, trying to get what I can.” “ere's plenty of business for everybody.”

5 TIPS FOR SHY REALTORS featured story

If you meet somebody new, follow your natural instincts. Try to make a habit of learning about that person. What do they do? Who are they, and what's going on in their lives? Figure out how you can provide value — like offering them a copy of your book to guide their real estate transaction. See if there's anything you can do to offer suggestions or feedback. Once you understand how you can help them and you’ve established a connection, work your business into the conversation. By putting potential clients first, you demonstrate that your interest goes beyond personal gain. Lesson #2: Offer Help, Rather than a Pitch, When You Approach People Online. Have you ever seen a post where someone asks for real estate advice, only to be bombarded by comments like, “I can sell your home!” “Message me!” “Email me!” “Call me!”

A lot of people assume that shy agents can’t succeed in real estate. But there are plenty of introverted agents who have turned their shyness into a superpower. Are you a shy person or an introvert? Would you like to know how to use that to your advantage? These tips will help you become a better salesperson. Lesson #1: Focus on the Other Person to Break the Ice. When we meet people in public, how can we start conversations and steer them toward our businesses? Even more importantly, how can we do that without sounding like a pitchy salesperson? We all hate being that person, and unfortunately, our reputation precedes us as real estate agents. Most introverted people don’t like to draw attention to themselves and instead try to focus that attention on other people. You can use this to your advantage.

presentation and the seller is trying to negotiate your commission, instead of getting defensive and aggressive, you could get them to empathize with you. You could say: “Mr. Seller, I completely respect and understand why you would ask that. Let's think about this for a second. If you were a real estate agent and you were listing multiple homes, which of those homes would you be the most motivated to sell? Wouldn’t you be more likely to market the home owned by a seller who paid you a fair commission to work hard for everyone involved? The commission motivates the agent to sell the home quickly and efficiently. Investing in your agent guarantees you better results.” Wait for the response and get them to come to their own conclusion. Obviously, how you word the question is going to make a difference, so make sure you practice and say something you can confidently stand behind. If you're competing with an aggressive top producer for a listing, you could say something like this: “Mr. Seller, would you rather work with a Realtor who is going to drop your listing price because they don’t have enough time to properly market your home? Or would you rather work with one who is going to put actual effort into marketing your home so it sells for top dollar?” Now, let's say you’ve just listed a home and you're trying to convince the homeowner to stage it. Instead of telling them their place is cluttered and they need to put all their stuff

The likelihood of the poster actually reaching out to those self-serving agents is little to none. A better approach in that situation is to provide value. If you can offer information and solve a dilemma, you can build trust. Think about it this way: If you were having car trouble and posted online for help, who would you be more likely to contact to solve your problem: The mechanic who simply answered, “Message me! I’ll check it out.” 1

Or the mechanic who gave you specific details directly on the post about what could be wrong with your car and how it could be fixed.

The law of reciprocity kicks in when you give somebody something first; they feel obligated to give you something in return. So show up with information and value before you attempt to sell yourself. This is another strategic opportunity to work your book into a conversation. If you see a post seeking real estate advice online, post your digital book link to direct people to read your book and tell them where they can find the answer to their question.

Lesson #3: Gently Lead Prospects or Clients to the Sale.

The next step is mastering how to lead prospects down the right path without being pushy. For example, if you're on a listing

really nice fence. You won't have to build one. If you buy this home, you're going to save money.” This is a consultant selling approach, and it’s a more effective way to build trust and rapport. You can get them to do most of the talking, and you'll make more sales. Having your own book also establishes authority when you’re trying to close a deal or lead clients to a particular decision. People will respect your opinions more simply because you have one.

get them to put themselves into the buyer's shoes:

“Mr. Seller, I want you to think about this for a minute. If you were a buyer and you looked at your home today — as well as all the other beautiful homes on the market — would you put an offer on your current home, or one that has been staged to show off its best features? Now, obviously we're not going to empty your home out, but what would you like to see? Do you have an easy time visualizing a home as yours when it has someone else's belongings in it?”

Lesson #4: Make the Most of Silence.

You could also say:

“I was showing a buyer some homes the other day. We were looking at 10 homes in one afternoon, and we walked through one that was staged. They absolutely loved it, and they could visualize their family living in it.” Another thing introverted people are good at is listening. When you're talking to sellers or buyers, listen to their needs. What are they saying? Revisit their concerns when you offer your solution. When you’re working with a buyer, for example, and they're talking about all the different things they want in a dream home, don't speak over them; answer their questions. Listen to their concerns, then use those issues as talking points when you're showing a home. “I know you were really concerned about having a playroom for your kids. This home would be perfect.”

The final tip is to use awkward silences to your advantage. For example, if you're sitting down over a listing presentation, you should assume you’re going to get the listing from the beginning. Once you get to the end of the presentation, you can start doing trial closes.

Say something like this:

“Mr. Seller, it's been great talking to you today. Let's go ahead and get your home sold based on everything we talked about. Do you agree to $1.5 million as the listing price?” While you're saying that, pull out your listing agreement and fill in the spot where it talks about the listing price. They may be thinking in their head, “I haven't agreed to listing with this person!” If they hesitate or meet you with an awkward silence, you can ask them about their objections and concerns.

“I know you were concerned about a backyard for your dog. This home has a

If you overcome those hesitations, they’ll run out of reasons not to list with you. The key is to constantly come back to the close and keep the contract out in front of them. Lesson #5: Be Yourself. Authenticity goes a long way in real estate (and in any sales profession). You don’t need to feign an overabundance of confidence or put on a fake persona to succeed. Most people will see right past it and will be hesitant to trust you. Stay true to who you are, deliver value, and be honest. Not only will you land more listings, but you’ll also build a solid referral business from clients who trust in you enough to recommend you to other people they know. Bonus Tip: Lean on your book to boost your confidence. If you’re not the kind of person who likes to demand attention, you can let your book do the talking. Bringing your book on listing presentations or handing it out when you first meet a lead can instantly boost your reputation — and your confidence. When you have a book, people will assume you know what you’re talking about. It makes difficult conversations easier and eliminates doubt. It also gives you something

A $199.00 VALUE YOURS FREE

to talk about if you’re someone who struggles to converse with people organically.

INTRODUCING: THE SELLER DONE-FOR-YOU CAMPAIGN! We’ll Help You List More Homes By Sending A 12-Step Listing Campaign To Your Leads!

you at any time during the campaign, the remaining guides will not be sent to them.

Here is a breakdown of the lead levels and the corresponding mailing schedule:

Hot Lead / Fast Campaign - 1 guide per week for 3 months This campaign is for people who have already decided to sell and just need to hire the right agent to help them do it.

How Does It Work?

Step 1: You provide a lead and pick the corresponding campaign speed.

Step 2: We research the lead and fulfill your campaign.

Warm Lead / Average Campaign - 1 guide every other week for 6 months This campaign is for people who have expressed interest in selling in the near future or who may have engaged with your website or your social media content. This includes leads that may not be ready to list right away but want to sell soon.

Step 3: You take the seller calls and get the listings.

This campaign allows you to stay in front of each lead who receives your materials for an extended period of time. If a lead lists with

Nurture Campaign - 1 guide per month for 12 months This campaign is for people who need to be nurtured over a longer period of time. They could be a lead from your sphere who may be interested in selling in the future. The idea is to stay in front of them over a long period so they think of you if and when they decide to sell.

Schedule Your Free Discovery Call By:

Going to Authorify.com/Campaign Calling (904) 695-9933

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Record a video sharing your results using the books and upload it to authorify.com/testimonials . If your video is approved, we’ll credit 20 Free Books to your account. Here's how to do one of these videos: Take a video of yourself with your webcam or cellphone camera. Just flip the camera setting so it’s facing you. Note: The video doesn't have to have high-quality lighting, etc. We just want to hear from you!

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