Ninja Selling Podcast

Email us at TSW@TheNinjaSellingPodcast.com

Leave a voicemail at (208) MY-NINJA

Ninja Selling

@ninjasellingofficial

Ninja Coaching:

@ninja.coaching

Ninja Events

Garrett

garrett@ninjacoaching.com

@ninjaredding

Matt

matt@ninjacoaching.com

@matthewjbonelli

Gift Giving With Clients - To Brand Or Not To Brand? Jul 05, 2021

Show notes

For the second time ever, Matt and Garrett meet face-to-face to record today's episode about gift giving, and how to use this as a way to build connection with your clients. Whether you're doling out mugs, water bottles, cutting boards, or knives themselves, our hosts talk about how to do this tastefully, have fun with the process, give the right gifts, and do it in such a way that clients do not feel bombarded with marketing material. It's a delicate balance, but Matt and Garrett are here to walk that fine line with us. They break down the difference between gifts versus paraphernalia, the right time to give out branded products versus more personalized items, and the intention behind your gifts.

Matt and Garrett discuss the idea of giving gifts that add value to people's lives, and the missed opportunity of providing branded moving boxes and supplies to clients. They caution against putting your information on day-to-day items as this can come on too strong, and encourage listeners to ask themselves whether their gift is related to marketing or simply a thank-you. You'll hear about branding items discreetly, and how to give gifts in a way that feels comfortable and personal to both you and your clients.

Share your marketing materials by joining the growing Ninja Selling Podcast group on Facebook at www.facebook.com/groups/theninjasellingpodcast. There you can also ask questions, give advice, and connect with other Ninjas. If you have not been accepted to the group yet, please check your messages for a follow-up from Matt. You can also leave a voicemail with your direct feedback at 208 MY-NINJA.

Episode Highlights:

Matt and Garrett record today's episode face-to-face!
All about giving gifts (mugs, water bottles, cutting boards, coolers, etc.) with your name or logo on them
If done properly, this can help build connection with clients
You can have fun with this
Gifts versus paraphernalia and marketing materials
You can personalize gifts for your clients rather than giving them something with your name on it
Giving branded marketing tools (t-shirts, hats, pens) as gifts can take away from the personal energy you're aiming for
What you put on the products can also make a difference - if you put your name, phone number, and email versus a simple logo, it can feel like you are handing that person a billboard to advertise your business
It comes down to intention
Promotional materials at trade shows and community events should definitely include your name and information
Garrett's example of an agent who gives moving boxes and supplies to clients - this is a great opportunity for branding
Is your gift related to marketing or simply a thank-you?
If it's a day-to-day item, think twice about putting your name on it
They will remember who gave it to them, and including your information may be coming on too strong
Brand things as much as you can, until you get to particular thank-you gifts or personal gestures
If you are sending a personal note, avoid writing it on branded stationery
If you feel uncomfortable about giving certain branded items, you probably shouldn't do it
You can brand things in a discrete, classy way

Quotes:

"There's so many different approaches to how you're supposed to do this. What are you supposed to do? And some people are like, I feel so awkward about this. And then some people are like, But you've got to do something."

"There's a choice of you buying something with a logo on it - Someone buys a mug with Ninja Coaching on the side of it, that's their choice to have that mug. To say, Here's a mug with my logo on it, now turns into marketing."

"The minute that it's a marketing tool that was intended as a gift, now the energy is lost."

"When all of a sudden it has the name and the email address and the phone number that's now on the item - you gave me a billboard. You gave me a marketing piece to make your business better."

"Anything that's delivering value to somebody as it relates to real estate, you want to have your information on."

"Alright, so I'm going to give you boxes, as your realtor. And by the way, here's a thing of tape. And here's...labels and stuff for the boxes, and here's pens. If you want to brand all of that stuff, go for it. Have at it. That's the stuff that people are going to keep around."

"I love moving boxes, I think they are fantastic. This is a very old school idea that a lot of people don't do. And it is a big missed opportunity, I think. This is a product that adds value. It's not a gift. It is a gift in a way, but it's helping somebody do something."

"There's the right times and the wrong times. And I think for most people, you just need to take a look, and again, go, Is this marketing for me? Or is it a thank-you? If it's a thank-you, let it just be a thank-you."

"They're going to remember who gave it to them. So I don't think you have to worry about your information on things that people are going to use often, use frequently."

"If you feel uncomfortable about it, then probably don't do it. If you're totally comfortable with it, then go for it."

"I see great moments for the right type of marketing and the right type of thank-you. And when you cross the line or you miss the opportunity, again, you can't really get that opportunity back."

"The discrete placement of things, I think is a nice, classy way to do it."

Links:

Email us at TSW@TheNinjaSellingPodcast.com

Leave a voicemail at (208) MY-NINJA

Ninja Selling

@ninjasellingofficial

Ninja Coaching:

@ninja.coaching

Ninja Events

Garrett

garrett@ninjacoaching.com

@ninjaredding

Matt

matt@ninjacoaching.com

@matthewjbonelli

How to Avoid Being "Salesy" in Real Estate Jul 01, 2021

Show notes

Traditional sales training usually encourages agents to steer every conversation toward real estate, focusing only on getting the business, and immediately asking people whether they are thinking of buying or selling. For many, this can feel too aggressive or "salesy," and understandably so. Today Matt and Garrett guide us through the process of initiating real estate conversations organically by focusing on helping people, bringing value, and being genuinely curious about what is going on in their lives, whether that be real estate-related or not. They talk about detaching from the outcome of these conversations altogether and instead focusing on building relationships. If your intention is to serve people with information, be their expert, and connect, the transactions will always follow.

Our hosts revisit the importance of F.O.R.D. topics (Family, Occupation, Recreation, Dreams), and Garrett shares his favorite question to open the door to real estate conversations without being "salesy." Matt and Garrett share their best advice for keeping these conversations natural, including asking people about their dream home, having a relaxed approach on social media, and being mindful of the context of your relationships so that you can have fun with them in an appropriate way. They remind listeners that you don't have to run away from real estate conversations to avoid appearing "salesy." In fact, today's episode will show you how to move toward them, but with sincere interest and intrigue, rather than by shifting into pushy "pursuit mode."

Episode Highlights:

Part of Ninja is not bringing up real estate until the clients does
Ninja attracts people who don't want to act "salesy"
Real estate and homes come up organically in conversation all the time
You can utilize postcards and marketing to do the real estate talking for you
Then you can just focus on connecting with people, and a lot of times, they will bring it up
Traditional sales training encourages agents to immediately ask people if they're thinking of buying or selling
With Ninja, you can take that off the table completely - you don't need to go there
The focus should be on creative marketing and reaching out to people to build relationships
If your business is built entirely on asking people for referrals, the minute you stop doing that, business stops
If someone brings it up, it's totally okay to engage - but keep the conversation natural and avoid diving right into asking whether they're thinking of buying or selling
Answer their questions and ask your own to keep the conversation going about real estate
Balance between knowing you're the expert and having a conversation with someone - you don't want to simply lecture people about statistics and market trends
You can make outbound calls to follow up on your conversations and give updates without being salesy
Your intention should be serving people with information and making connections, not trying to get business
Detach from the outcome and the transactions will come
If you bring value and expertise to the conversation, you will establish yourself as a trusted advisor
Focus on helping people, and they will refer you to everyone they know
Analogy of catching a cat - you'll never catch a cat if it knows you're in pursuit mode
F.O.R.D. (Family, Occupation, Recreation, Dreams) questions are a great way to create connection and steer the conversation to real estate organically
One of Garrett's favorite questions to ask is, What made you fall in love with this house?
Then you ask what they might look for differently in their next home
It's fun to talk about dream real estate
Have genuine curiosity and embrace the real estate conversation
You can initiate a conversation about real estate, but it needs to be about their life and their world
Be curious about what's going on with them, bring value, help people
If you approach it as a "Sales" conversation, a wall will go up quickly
For new agents, asking people what made them buy their house opens up the conversation and helps you learn more about what draws certain people to certain properties without feeling "salesy"
Have fun with it
What you put on social media will inform the way people feel when they have real estate conversations with you in person
If you're coming on too strong or salesy, they may not feel comfortable approaching you in real life
Be mindful of the energy that you're bringing to the conversation and the context of your relationships with people
Don't run away from real estate conversations - move toward them, ask questions, get intrigued
Focus on helping people, sharing your expertise, and learning what's important to them as well
This will help you build those relationships and become a trusted advisor

Quotes:

"I think that this is a really interesting dynamic that a lot of people get into, because they try to figure out, When is it okay to bring up real estate?"

"Ninja attracts people who don't want to act salesy."

"Some people may be uncomfortable talking about real estate because you don't have a good autoflow program going on."

"You have to have other pieces built in your business that do the real estate talking for you. But the cool part is, if you're doing it right, people will bring it up for you. And that's what we want. We want people to make that connection with us."

"Real estate always comes up."

"Most of us are not going to develop a strong business by asking people if they could send people our way. That's also just not a good sales strategy. Quite frankly, I'd rather see people actually come up with really creative quality marketing programs, and go out and door-knock...versus just constantly asking people for business. Because you won't be able to talk to enough people. This is why you want to build relationships."

"If your business is built on you asking for it... the minute you stop doing it, it turns off."

"You are their expert. Be their expert."

"There's this balance between you knowing you're an expert and having a conversation with somebody."

"All of a sudden, you're not being salesy. You're not pushing real estate on anybody. They're not walking away going, Well, Matt got really aggressive when all of a sudden we brought up real estate."

"The intention there is serving people with information, with value, with connection, whereas a lot of people might be looking at, But I'm trying to get business."

"Make it your intention to serve them and bring value to them first, then the transactions will come."

"You'll never catch a cat by being in pursuit mode of that cat."

"The minute that person thinks that there's a game on here, they move away so quickly. And it kills the referrals, it kills that future business down the road."

"Everybody's got something they fell in love with about their house. So if you want to kind of go down those areas, I find that that's very fun when you can dive into that."

"I think you can lead in with real estate, but you need to lead in with real estate about their life and their world."

"That's the biggest thing that I want people to understand, is that it is okay to talk about real estate. It is okay to go down these paths with people. You just don't want to go into it with the intention of trying to find business... But if it's genuine intrigue, genuine interest, I think you get away with a lot. And have some fun with it."

"Don't be afraid to talk about real estate. Just don't put yourself in a 'Sales' situation because the 'Sales Wall' will go up. And it will go up fast. Just bring value, and help people, and embrace the real estate conversations."

"The more you do it, I think the easier it gets, too."

"If you ask somebody, What made you buy this house? That is not a sales question at all. It's an intrigue question."

"This is why Ninja works so well for people - depending on your relationships, there's going to be different ways that you have conversations."

"Do not run away from real estate conversations. In fact, run towards them."

Links:

Email us at TSW@TheNinjaSellingPodcast.com

Leave a voicemail at (208) MY-NINJA

Ninja Selling

@ninjasellingofficial

Ninja Coaching:

@ninja.coaching

Ninja Events

Garrett

garrett@ninjacoaching.com

@ninjaredding

Matt

matt@ninjacoaching.com

@matthewjbonelli

Becoming A Master Of The Phone Jun 28, 2021

Show notes

Through coaching sessions and recent conversations in the Facebook podcast group, agents overwhelmingly report that the phone is their least favorite aspect of the Ninja System. Today Matt and Garrett look at why this is, and how to become a master of the phone, even if you don't feel like you're inherently "good" at it. They point out that the biggest priority is to have your F.O.R.D. conversations (Family, Occupation, Recreation, and Dreams), and talking on the phone is the most efficient way to do so. They share their advice to write a list of people you already talk to regularly, who you'd like to connect with more, and people you never call. If you don't enjoy talking to certain people, take their name off the list! Instead, focus on the people you connect with, enjoy speaking to, and are interested in, and you'll soon have a list of people who are easy to call.

Matt and Garrett explain how F.O.R.D. questions help you uncover common interests with clients, and unlock a deeper level of flow and connection with them. They discuss your belief system, and whether you are actively telling yourself you don't enjoy the phone. Our hosts share their best advice for becoming more comfortable making calls, pushing past the awkward phase until it gets easier, and they address some common complaints they hear about why people don't like the phone. They talk about using the phone as a tool of connection, taking the path of least resistance, and only calling people you would be interested in spending time with in person. Once you have the right names on your list, all of a sudden you'll find yourself looking forward to picking up the phone, and excited to lean into this very important step of the Ninja Process.

Episode Highlights:

Garrett posted a few questions in the Facebook community: Which system is your favorite? Which do you wish you were doing better? And which is your least favorite?
People overwhelmingly reported the phone as their least favorite
Today's episode looks at how to become a master of the phone
It's not a matter of whether you're good at talking on the phone or not
The most important thing is to make sure you're having F.O.R.D. conversations (Family, Occupation, Recreation, Dreams), and the phone just happens to be the most efficient way to have them - but these can take place in other ways
Who you're calling makes a difference in terms of whether you're excited to make a call or dreading it
Garrett's advice to write down people's names - who you are already talking to regularly, who you'd like to talk to more, and people you never call
If you don't enjoy talking to them, take their name off the list
Remove yourself of the burden that you need to talk to certain people just because they're a client
Instead focus on calling the people that you connected with, that you enjoy speaking to, and that you're interested in
Asking F.O.R.D. questions helps you uncover common interests and unlock a deeper level of flow with people
Some clients are just not as talkative or open to answering questions, and that's okay
This could also be an opportunity to get better at asking the right questions
Top producers don't necessarily have a large core sphere of influence, but they have very active flow with them
This creates referrals and keeps the business rolling
Talking on the phone may feel awkward or difficult at first, but just like working out, you need to push past that and it will get easier
Your belief system can affect how you feel about the phone if you are actively telling yourself it makes you uncomfortable or you are not good at it
Take the path of least resistance and call people at times you know you'll be in better flow with them (e.g., during College Basketball season)
People have commented that the "I'm just calling because I was thinking about you" call feels fake
If you focus on connecting with people over common interests and build a list of people you enjoy talking to, the calls will become easy
Highlight names to categorize who you most enjoy speaking with, who you could call more, and who you'd feel strange calling
Focus on the first two groups
Re-evaluate this list once a quarter, not as you're getting ready to sit down for your Hour of Power
The phone becomes a tool of connection
You don't have to interject business topics until the client brings it up
A good rule of thumb is to only call people you would want to spend time with in person
Keep track of people who reach out to you, and who you would want to speak with even if you weren't in real estate - this will help you form your core list of names
If you have the wrong people on your list, you won't want to make calls

Quotes:

"It's probably the number one thing that we get to address when we're coaching and working with people is: How in the world do you figure out the phone and how do you make it so that you can be a master of the phone?"

"It's not whether you're good at talking on the phone or not. I want to take that off the table."

"If you really break it down, you have the wrong people on your list, if it's causing you that much stress."

"Start with whoever is in your database or on your list that...you don't want to talk to. Just take them off the list. Start there. If you don't feel like talking to that person, don't call them."

"If they're not people you're excited about having conversations with, you don't really have much in common, but they trust you as their real estate adviser, great. Just show up as the real estate advisor then. I think that's totally okay."

"It removes the burden of being like, Well, I guess I'll call… [But] I don't really know what to talk to him about. And I don't have a reason to call, but he's a client so I should call. No - don't force yourself into that situation."

"You're looking for those little things. As you start to ask more F.O.R.D. questions, dig down, dig deeper - you're looking for the stuff that you have in common, like interests with those people. And when you find common interests, that's the way I'm going to continue flow with that. That's the easiest path."

"That's those little paths that you look for, that build those relationships… This is how you start to establish a deeper level of flow with people."

"I want everybody to be comfortable with knowing that it's okay to not be great friends with everybody you do business with."

"If you're not used to doing that, of course, it's going to be hard to pick up the phone because you feel a little awkward about it. And that's okay, too. We just need to push past that a little bit, just like the first time you start working out. It feels hard, of course. But then it gets easier."

"I've watched people that have the belief system of like, I don't like talking on the phone. The phone's uncomfortable for me. And you have this core belief."

"You start to understand those times of, this is a time I can be in better flow with this person, if I choose to. It's an easy phone call right now. At other times, it's not easy. And you take the path that's, again, got the least resistance."

"The more you have the right people on the list, the more, all of a sudden, the phone calls become really easy."

"Start with people who you talk to even if you weren't selling real estate. Who would come over to your backyard barbecue, if this wasn't your profession? And that list may be small, and that's okay. We got to get a baseline."

"Then we build up some confidence. And then the phone becomes this thing we look forward to, because it's a tool of connection. And you learn to love connection as well."

"You never bring up business unless they bring it up first. It is really just connecting with somebody. And I think that that's a big fear for people, is that they think it's something bigger than that."

Links:

Email us at TSW@TheNinjaSellingPodcast.com

Leave a voicemail at (208) MY-NINJA

Ninja Selling

@ninjasellingofficial

Ninja Coaching:

@ninja.coaching

Ninja Events

Garrett

garrett@ninjacoaching.com

@ninjaredding

Matt

matt@ninjacoaching.com

@matthewjbonelli

All About Success Jun 24, 2021

Show notes

Success is something that we all strive for, but today's episode looks at the different ways success can take form, and what it means to you. The definition of success is entirely subjective, and cannot simply be measured by wealth or titles. Matt and Garrett talk about creating your own definition of success, whether that be income-driven, spending time with family, or hammering out your ideal work schedule. The key is knowing what feels right for you, what lights you up, and doing your best to move towards that goal every day. Success is about achieving your desired outcome, and that will look different for everyone.

Our hosts share examples of how traditional gauges for success, like gross commissions and profits, may not always reflect the real story. They talk about being driven by other factors besides money, and eliminating their income goals in favor of an abundance mindset - trusting that money will flow toward you, so you can enjoy other things you love. They discuss the importance of family, physical health, mental health, and being unencumbered, in their own definitions of success. And they encourage listeners to reflect on what success looks like to them, pay attention to what sparks their passion, and go for it. As Larry Kendall says, if you focus on your process, the people, and what brings you joy, the money will take care of itself.

Episode Highlights:

Looking at success and what it means to you
Success can often feel overlooked or unappreciated because it doesn't line up with what you feel you're "supposed" to do, based on opinions of others
The raw definition of success is static, but the truth is that it will be different for everyone
Success can take all different shapes
Titles, wealth, positions are perceived values - but the elements of success that go unseen are of tremendous value as well, such as time with family
Garrett's example of an agent who was purchasing leads and experiencing great success as a result, but upon closer examination, there were a lot of moving parts and costs in getting to that point
Brokerages tend to measure success only in gross commissions, volumes, and transaction count
They don't take your expenses into account
If you are only concerned with financial wealth, focus on your net profit, your bottom line number (not gross commissions)
The goal of Ninja is to increase your income per hour so you can enjoy your life outside of work
Some agents thrive on being available 24/7, and others need more walkaway time
The key is knowing what feels right for you, and what makes you feel happy as you lay your head down on the pillow at night
The definition of success is subjective, and isn't only about money
Success is about accomplishing your desired outcome - this will look different for everyone
Once you focus on your own passion and decide which goals are important to you, the money will always follow
If you feel like you are doing your best, and you are proud of what you're doing, that is a great gauge for success and that's when you feel most lit up and motivated
Getting away from specific income goals in favor of an abundance mindset, trusting that money will flow towards you so that you can enjoy other things you love
Family is the most important priority for Matt and Garrett
To Garrett, wealth is not about making X amount of money - it's about making enough to be able to enjoy activities and vacations without having to worry about whether there is enough in the budget
Success means being unencumbered
Physical and mental health are also huge gauges for success, especially as you get older
Whatever your definition of success is, are you doing your best today to move toward that? What do you need to work on?
You need to decide what success looks like to you, pay attention to what lights you up, and go after it
Don't let other people's definition change your trajectory

Quotes:

"We need to define what success looks like."

"The definition is going to look different for everybody, but the raw definition...is that it's the attainment of wealth, position, or honors. It is the accomplishment of an aim or a purpose."

"Is that really success, to have to manage and do $700,000 worth of transactions, to walk out of it with $200,000 in income, give or take? And this is where the waters get really muddy."

"I think people need the okay to not have it always be about money, and there's lots of different definitions of what success is."

"The whole point of Ninja was, increase your income per hour so you can have a life."

"How many people in this industry have not taken a real vacation in over a year, who always have their phone with them?"

"When you start talking about, What is the definition of success? The second part of that definition is getting the desired outcome… You've accomplished something. You've done what you've set out to do."

"All of a sudden you watch their business light up."

"What's fun is when you start to figure that out, and then you dedicate yourself to being the best at that thing, there's always a financial reward that comes on the back of it."

"Larry says this all the time, If you focus on the process, the transactions will take care of themselves. If you focus on the people, the money will take care of itself."

"There's a certain point that you go, It's not about the money anymore. At which point, you've got to figure out what success looks like."

"When you figure out what success looks like for you, all of a sudden your energy kicks out, your drive kicks up. Everything just kind of comes to life."

"I deleted the income affirmation and went to just, Money flows easily toward me. And just basically saying, I attract all that I need. Abundance is there. And just being in purely abundance mindset, to know that the needs will be met so I can focus on the things that I really like to do and enjoy and love."

"A number one goal of success for me, is that I've got these little people that are counting on me, that I need to make sure I can turn them into the best adults that I can possibly turn them into. That's one piece of success in my world."

"[Mental health] is probably the biggest component of it all, too. Because that's going to drive how you act, it's going to drive how you show up for those little things every day that are going to keep you driving towards your definition of success."

"I hope that everybody takes all this and just starts to think about what that means for them."

Links:

Email us at TSW@TheNinjaSellingPodcast.com

Leave a voicemail at (208) MY-NINJA

Ninja Selling

@ninjasellingofficial

Ninja Coaching:

@ninja.coaching

Ninja Events

Garrett

garrett@ninjacoaching.com

@ninjaredding

Matt

matt@ninjacoaching.com

@matthewjbonelli

Pre-Listing Inspections On Property Jun 21, 2021

Show notes

Matt and Garrett have been preaching the pre-listing home inspection for many, many years, and today they devote an entire episode to break down why. Pre-listing home inspections are an important step to make sure you're putting people in safe homes. They also increase buyer confidence, raise your trustworthiness, protect both buyers and sellers, and decrease stress for all parties involved. They offer up all the knowledge you need to negotiate from a place of power, and to achieve the best possible offers for your clients. They prevent contracts from falling through during the transaction phase, since everything has already been disclosed, and help you avoid having to put a home back on the market - a huge red flag for potential buyers.

Our hosts point out that top producers almost always have the pre-listing inspection built into their process, and even though you may uncover an issue or discover that your seller is unwilling to negotiate, Matt and Garrett explain that this will come out in the process no matter what. It's better to find out before you've invested your time, energy, and marketing dollars into a property. You can fix the problem or simply disclose it to buyers so they know exactly what they are dealing with. In addition to offering clarity, confidence, and marketing appeal, pre-listing home inspections also give you peace of mind as an agent, knowing that all parties are completely informed about the property being purchased. And they serve as another opportunity to demonstrate your role as a trusted advisor, and raise the value level of the industry as a whole.

Episode Highlights:

Matt and Garrett have been preaching pre-listing home inspections for many years
This part of the process may not be necessary, but it is advisable and it will help your clients get better offers
You may find something wrong with the property, but this is going to come up no matter what
Part of the listing agent's responsibility is helping sellers with whatever defects or issues come up
Homeowners Disclosure is still required, but homeowners do not always know what they need to disclose
Important to put people in safe homes
It would be extremely unfair to skip pre-listing home inspection to the parties that rely on you to be their expert
Garrett's story of an inspector who discovered that homeowners had slapped a coat of paint over rotten material
Matt loves pre-listing home inspections because it helps you avoid the second round of negotiations
They allow you to negotiate everything upfront and have all the knowledge you need to achieve the best contract possible
Even if you think buyers are getting higher offers than ever right now, completing pre-listing home inspections can help them do even better
It also helps eliminate buyers' fears that something is wrong with the house, and they'll be that much more confident putting in a great offer
It offers clarity and lets buyers know exactly what they're dealing with
Analogy of buying a used car versus a certified pre-owned car
Having the home pre-inspected can also be used as a great marketing tool
Helps avoid having the home go under contract, and then go back on the market - this is a huge red flag for potential buyers
Gives you peace of mind knowing all parties were completely informed about what was purchased
Makes you more trustworthy as an agent and protects your clients
A seller who does not want to complete a pre-home inspection is also a red flag
Pre-listing home inspections increase your trustworthiness, confidence with the buyers, and decrease stress for all parties
It also adds a huge convenience factor, and consumers pay for convenience
Garrett addresses complaint that agents have lost listing over pre-listing home inspections
It's better to find out you have an issue or a seller who's unwilling to negotiate before you've invested your time, energy, and marketing dollars, rather than during the transaction
Also, you don't have to fix everything - you just have to disclose it
Let the buyer decide how they want to handle it
This is another opportunity to raise the value of what you do as a realtor, and for the entire industry as a whole
Top producers have this built into their process

Quotes:

"This is a piece of the listing process that I am very, very passionate about."

"There's so many ways that sellers can win bigger by doing pre-listing home inspections."

"I hear people say, Well, why would you want to point out there's something wrong with the property? Aren't you hurting yourself by putting that out there? And then finding maybe something that's wrong? I always laughed at that - I was like, Usually it's going to come up no matter what."

"Putting people in safe homes for one, I think is a big thing."

"That's not an uncommon thing for someone to be like, Let's just touch some things up here, and maybe it isn't that big of a deal. Like, Hey, it looks great. It looks nice. We've been living with it for so long. How bad could it be?"

"To skip a step like this, I feel is extremely unfair to the parties that have relied on you to be their experts, to help them through this process."

"The reason why I love pre-listing home inspections, not because of this market, and because of helping buyers, but because I hate the second round of negotiation. I think it's a waste of time. I think it's just riddled with problems."

"That's one of the things that you're doing when you get a pre-listing home inspection, is you are setting yourself up to have all of the knowledge so that you can negotiate from a position of power, so that the sellers can achieve the best contracts."

"I don't care if you're getting the most that you've ever thought you would, you could probably do better."

"One of the four buyers' fears is there's something wrong with the house. And if, as a seller, and as a listing agent, we can eliminate buyer fears...it's amazing."

"Anything we can do to make sure that that property does not go under contract and then go back on the market, we want to do as a listing agent. You don't want properties to leave the market and come back on because there's a huge red flag attached to this property now."

"Me as a listing agent, I am actually pretty concerned - this property isn't going to come back and haunt me a couple years down the road. I would be able to sleep better at night going, I feel good because all parties were informed on what they just purchased there."

"Listing agents out there, please, please, please, please, please do a pre-home inspection. Figure out what they look like in your marketplace. Figure out how to sell it to your seller - that this is actually a really powerful thing to be able to present the property in this way. And all the benefits are going to come out of it. It's not a negative. I think it should be done to protect the clients."

"I don't even know if there's any negatives really to it. Other than, you might find a lot of stuff about the house that you're going to find out about anyway. And if you have a seller that doesn't want to do it, that's also kind of saying something too, right?"

"Do this stuff, guys. You get increased trustworthiness, you get increased confidence with the buyers, you get less stress."

"And it's not like you have to fix them. You just have to disclose it."

"This is one of your opportunities to raise the level of what a real estate agent is, to provide more value than the other real estate agents out there."

"There's a reason why we've dedicated an entire episode just to this one topic. Clearly, we think very, very highly of this."

Links:

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@ninjaredding

Matt

matt@ninjacoaching.com

@matthewjbonelli

Your Mindset Versus The Market Jun 17, 2021

Show notes

Many agents today are finding themselves stuck in the mindset that they can't find success in this marketplace, or make it work for them. Today Matt and Garrett explain how shifting your mindset first can help you see opportunities where others do not, and they remind us that people will always experience life events that require real estate changes, regardless of market trends. The opportunity to create business is always present, but you need to have the right frame of mind in order to see it.

Matt and Garrett talk about surrounding yourself with others who have a positive outlook, putting in the hard work to maintain a proactive attitude, and taking care of yourself in other ways (exercising, eating healthy food, and drinking plenty of water) to strengthen your overall mindset. Garrett performs a thought experiment to show how pre-programmed beliefs affect how you view your environment, and shares how we can "fill our minds with the things we want to see" instead. If you can focus on the belief that success is always possible, that you offer a service of great value, and that people will always need it, then you'll be able to handle any challenges thrown your way and grow your business in the process.

Episode Highlights:

Topic of mindset has been coming up in a great deal of coaching sessions
Many agents are getting stuck in the mindset that they can't be successful in this marketplace, or don't know how to make it work for them
The first step is to have the right mindset and truly believe that there's a way to make it happen
People will always experience major life events that warrant real estate changes, so there will always be opportunity
Surround yourself with people who have a more positive outlook, as that can shift your own mindset
Buyers and sellers will always be pushed to the pain level where they need to make a big change
Have the affirmation that you will find and create opportunities for your clients
It's hard work to maintain this type of mindset
First quarter burnout can make it difficult
You need to take care of other areas of your life to protect your optimistic mindspace
Your body is like a machine, and you need to have a regimen that will help it run at its best
Garrett's thought experiment from Pam Grout's E-Squared about how pre-programmed beliefs affect what you see in your environment
Fill your mind with the things you want to see
Importance of staying hydrated

Quotes:

"Very interesting to see the results that people are seeing based on their mindset versus what actually is happening in the marketplace."

"There's a good part of the population out there that is still not really understanding how to make this marketplace work and how to be successful in this marketplace. And what is starting to really resonate with me is that you have to have the mindset first, that it's possible that there's a way before you can actually make it happen."

"It's a trap that a lot of people fall into - they get stuck in this mindset of, I don't know how to make this work. I don't know how to make a sale happen. I don't know how to get my buyers a property. I don't know how. And it literally shuts off all of the opportunities and tools and conversations you could be having with other people."

"It's easy to let the market start to control your mindset."

"I keep reminding people, like 3% appreciation in one year - that's what we would refer to as healthy appreciation."

"What I see mostly is that people who say, No matter the market, I can make it work, we are going to figure out a way. I may not have all the answers, but I'm going to figure out a way. Those are the people who succeed in every market."

"If we start with our mindset, then we can handle the challenges of the market and address them with proactive action, versus reacting with a mindset of, Well, that's just the way it is."

"It's funny, their mindset says that this run is going to end and then we'll be done. Then home sales are going to stop."

"If I focus on, There's always going to be someone that needs my help with real estate. It's a different mindset, though, because the other person - all they see is gloom and despair."

"Start to focus on, Who are the people that believe they're going to find what they want? Who are the people that are looking at the opportunity that is available in this market, regardless of where prices or interest rates are?"

"There's a point where people are like, I have to move forward, I have to do something. I need your help to get me from point A to point B."

"If you have a mindset of, I can help anybody and everybody. I know people need my help. I have a great service to offer, then it doesn't matter if it's hard or easy, because you're going to get through it."

"There's an affirmation that then has to start, I find and create opportunities for my clients."

"You need to start programming in what you want to see and what you want to look for, because it is there. Your brain just doesn't even know how to show it to you."

"I want everybody to understand that everything you see today is because you have a program that you're running, it doesn't necessarily mean it's the truth out there… Take a second and really analyze, Is my program of what I'm seeing in the market right now really what's going on?"

"Fill your mind with the things you want to see."

"You all do affirmations, you just don't realize you're doing that."

Links:

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Leave a voicemail at (208) MY-NINJA

Ninja Selling

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@ninja.coaching

Ninja Events

Garrett

garrett@ninjacoaching.com

@ninjaredding

Matt

matt@ninjacoaching.com

@matthewjbonelli

All Things Postcards Jun 14, 2021

Show notes

Over the course of the pandemic, a lot of businesses have shifted their marketing strategies and dropped print marketing altogether. But the three most common elements that have allowed agents to continue thriving during this time are phone calls, postcards, and real estate reviews. Today Matt and Garrett explain why now is the perfect time to return to your postcard mailings, or fine tune the ones you're already sending for optimal success. Postcards are almost a guarantee to reach your targeted audience, as everyone opens their mail. Mailers can also be used in conjunction with digital marketing - whereas social media posts alone can get lost in the algorithm.

Our hosts talk about putting in the work to create interesting content for your postcards, using them to showcase your personality and creativity, and if that is not in your wheelhouse, hiring someone to help bring your unique voice to life or using templates as a creative reference. Matt and Garrett offer suggestions to include testimonials in your postcards, play with humor, and most importantly, start getting them out the door right away.

You can check out some great postcard designs and ideas by joining the growing Ninja Selling Podcast group on Facebook at www.facebook.com/groups/theninjasellingpodcast. There you can also ask questions, give advice, and connect with other Ninjas. If you have not been accepted to the group yet, please check your messages for a follow-up from Matt. You can also leave a voicemail with your direct feedback at 208 MY-NINJA.

Episode Highlights:

Coaching sessions all over the country help Matt and Garrett zero in on certain trends
A lot of businesses changed their marketing platforms during the pandemic, and stopped sending print marketing and postcards
Today looks at turning mailings back on or fine tuning your approach as you get to it again
Three common elements that allowed agents to thrive during the pandemic have been phone calls, postcards, and real estate reviews
Postcards have dried up really fast, but they are still key to your marketing success
A lot of companies are now focusing on digital marketing, so sending something physically in the mail will help you stand out - people will pay more attention
It's almost a guarantee of a high connection rate as everyone opens their mail
Postcard mailing campaigns are the one constant that always produce big buzz and word of mouth behind the scenes
But you need to use mailers in conjunction with other types of advertising and autoflow (e.g., social media, phone calls)
Postcards are guaranteed to reach your targeted audience, whereas videos and stories on social media can get lost in the algorithm
Mailers can be become the foundation for all your other content, including digital micro-content (15 seconds or less)
Put the work into it to create enticing content, both digitally and on your postcards
Testimonials can be a great feature to include on postcards, and a simple yet effective way to create content
You can also hire creative help if needed, which leaves more time to connect with clients or enhance your work/life balance
Just make sure to factor in this cost as you set your budget and monitor cash flow
Being creative is not in everybody's wheelhouse, and that's okay - that's what templates and other creative resources are for
But postcards are an excellent opportunity to show your creativity, personality, and sense of humor if that does appeal to you
Understand your strengths and don't hesitate to hire someone who can help bring your unique voice to mailer content
Most importantly, get your mailers out the door right away - you can fine tune and get better with time

Quotes:

"[Postcards are] really the only thing that can come close to guaranteeing a 100% open rate because everybody checks their mail."

"This is a long-term play. Mailings are designed to create not only an awareness of who you are in these people's minds, but also to develop long-term delivery of value to these folks so that when they are ready to do something, or when they're in conversations with others about real estate, your name comes up."

"Put in the work and you'll start seeing results right away."

"It's always come back to this mailing campaign that's been out there and kind of bubbling behind the scenes, exponential results just keeps growing on itself."

"I'm not saying social media doesn't work. I actually think it's an amazing platform. If done right, it hits a void that's out there of connecting with people."

"When it comes to digital content, the cool thing about mailers is that they can become the foundation for all your other content, because micro-content, digitally, is what's taking over now. It's like content that can be consumed in 15 seconds or less."

"Even if you like doing postcards, Garrett, and you're a creative person, it takes a lot less time to spend in your creative zone, doing two postcards a month, than it does trying to do a social media post every single day."

"If you have that creative juice, let your personality come out through these postcards, too."

"A postcard is a place that if you want to, you can have a lot of personality come out of it, you can have a lot of really great energy come out of it. And I think you can play with it a little bit. I think you can also play with…the humorous side, too."

"That's why I just want to encourage everybody - if you're not getting into the mailers, if you have been hesitating on getting back to your mailers, either way, start getting them out there."

"I also want to encourage everybody to understand what your strengths are… Just because somebody else was able to do it, doesn't mean that you're less because it's not in your wheelhouse. That's when you need to bring somebody in to take care of that for you, and don't feel bad about bringing in an expert."

Links:

Email us at TSW@TheNinjaSellingPodcast.com

Leave a voicemail at (208) MY-NINJA

Ninja Selling

@ninjasellingofficial

Ninja Coaching:

@ninja.coaching

Ninja Events

Garrett

garrett@ninjacoaching.com

@ninjaredding

Matt

matt@ninjacoaching.com

@matthewjbonelli

Dual Agency Scenarios Jun 10, 2021

Show notes

The Dual Agency Scenario is an interesting one that keeps coming up in Matt and Garrett's recent coaching sessions. Today they look at how to handle the situation when you have multiple buyers interested in the same property, or you have a buyer who's interested in one of your listings. They acknowledge that protocols may vary depending on your state, but the key is to have open communication with your clients, and be upfront about your procedure for this, and any other potential situations that could arise, during your 10-Step Buyer Process conversation. This clarifies that you will be representing them, and not sharing any information to the other parties involved.

Being transparent about your process helps to build trust, and gives your clients the confidence to know that they are ultimately in control of their real estate decisions, not just along for the ride. Getting ahead of these situations also prevents uncomfortable conversations in the moment, where your clients feel pressured to make decisions under confusing, rushed circumstances. If you don't currently have a policy for Dual Agency Scenarios in place, Matt and Garrett explain how to do so with your managing broker or a trusted colleague, without having to refer your clients elsewhere, pay additional fees, or lose the relationship that you've worked so hard to build.

Share your process for Dual Agency Scenarios in the Ninja Selling Podcast group on Facebook at www.facebook.com/groups/theninjasellingpodcast. There you can also ask questions, give advice, and connect with other Ninjas. If you have not been accepted to the group yet, please check your messages for a follow-up from Matt. You can also leave a voicemail with your direct feedback at 208 MY-NINJA.

Episode Highlights:

What to do as an agent when you have multiple buyers interested in the same home
It comes down to process and having open communication upfront
Garrett's example of an agent who had 4 buyers interested in the same property
Are we having the conversation up front with our clients during the 10-Step Process, based on whatever the protocol is in your office?
Consumer Information Statement
Dual Agency Scenario - you have a listing and a buyer, and the buyer is interested in your listing
Key is to be clear and open about the process so there is no confusion - people can't make decisions when they're confused
Clarity helps build trust as well, particularly if you are going to be a dual agent and write an offer on your own listing
If you are representing the buyer only, and you overhear what another buyer is offering, you can use that information to formulate your own offer - you cannot do this if you are representing both buyers
This isn't really a disadvantage, though, as it is very rare for another agent to let you overhear this information
Comes back to speaking to your client upfront about different situations that could arise, and how you would handle them
How the broker relationship comes into play, can bring huge value to the process
Managing broker can help write the contract in a dual agency scenario, then you take over once negotiation is complete
This way you don't have to refer clients away from you, and you can maintain the strong relationship you've worked so hard to build
If you do not want your managing broker to take on this role in dual agency scenarios, you can also work out an arrangement with a colleague you trust, and be sure to reciprocate when they are in the same position
Being upfront with your clients about the process, even if you don't encounter a dual agency situation, gives them the confidence to know that they are in control of the decision and that they're not just along for the ride
If are only having these conversations as the moment arises, it can feel very "salesy" and put pressure on your clients
If you don't have a process, figure one out immediately (for managers and brokers)
Reminder that Ninja principles apply not only to real estate, but to all businesses that involve working with people

Quotes:

"Does your office have a policy of who that person gets given to, and in what order, and what does that look like?"

"If you don't let them know, it does bring up weird questions… Who is she representing? How much has she shared? How does this work? Do they know where our negotiation standpoints are? It just brings in confusion."

"We want to do everything we can to make sure that they understand that they're being represented, and there's as little confusion as possible. Because people can't make decisions when they're confused."

"There needs to be a very high level of trust."

"As a managing broker, anytime my agent was in these situations, our process was, if you have a listing, and you have a buyer, I will write the contract and negotiate for the buyer as the manager, there's no fee for that, I just do that. And then once the negotiation's complete, the process goes back into the control of the agent."

"Same thing, if there are multiple buyers that an agent had writing on a listing - Alright, the first one to write, you take, and the next one, I'll take. We'll negotiate out. And then after that you take over. And that's a huge opportunity. Because like then there's no referral fees going in there for a little bit of work."

"I think managing brokers, a lot of times, don't realize that that is a massive value that they can bring to their agents, and to let them know, I'm here to represent you and to take care of that situation when it comes up. And again, you're not going to owe me anything."

"If you don't have a brokerage that has these processes, talk to your colleagues and develop a process that works for you guys."

"That's why I think managers can easily step into this role. You have the experience, you have the knowledge. And if you're a part of Ninja, you also know how this works, right?"

"There might be that situation of, I don't even want my managing broker to represent my people. I would be looking internally or to my colleagues to say, Hey, if this comes up, Matt, I'll have your back, you have my back."

"This goes back to the tribe that you build in your office as a managing broker and owner of a company. You want to build people in that want to help people out like that. They're not just sitting there going, Well, what's in it for me? If there's nothing for me, I'm not helping you out, you're on your own. We don't want that. We want a group of people that are like, I'll jump in and I'll help."

"Even just practicing this process of explaining this upfront, and really looking into how we control the process, how they control the decisions, will also help you with negotiations even if you don't have this scenario happen. Because your clients will also be prepped to know that they're in control of their decision."

"I think it's very healthy to let them know that they actually are in the driver's seat of this. We're not taking it over and being like, Ah, we've got it from here."

Links:

Email us at TSW@TheNinjaSellingPodcast.com

Leave a voicemail at (208) MY-NINJA

Ninja Selling

@ninjasellingofficial

Ninja Coaching:

@ninja.coaching

Ninja Events

Garrett

garrett@ninjacoaching.com

@ninjaredding

Matt

matt@ninjacoaching.com

@matthewjbonelli

Fair Market Value And Emotions Of Buyers Jun 07, 2021

Show notes

Emotions are playing a big role in today's marketplace, often leading buyers to offer significantly more than asking price because of the intrinsic value they place on a home. And while emotional value has always been a factor in real estate, the current imbalance of supply and demand has really brought this to the forefront, and emotionally driven bids are increasing fair market value more than ever before.

Today Matt and Garrett talk about the current trend of buyers making enormous offers based in fear or panic over losing a property, and how this is establishing a new market value for both buyers and sellers. Like luxury cars, people are willing to spend more on homes that fill an emotional need for them, and it's important to understand how this is currently affecting the market so that you can explain it to your clients and help guide them through the process with a level head. In order to win the game, you need to understand the playing field. Right now, the game is trickier than ever, but today's episode looks at how to help your clients win, even as the rules change in unpredictable ways - and give you yet one more way to demonstrate your massive value as an agent in the process.

Join the growing Ninja Selling Podcast group on Facebook at www.facebook.com/groups/theninjasellingpodcast, where you can ask questions, share ideas, and connect with other Ninjas. If you have not been accepted to the group yet, please check your messages for a follow-up from Matt. You can also leave a voicemail with your direct feedback at 208 MY-NINJA.

Episode Highlights:

Fair Market Value versus Emotional Value of a home
Emotion is always involved when purchasing primary real estate, and intrinsic value is always placed on a property
This plays a role in how much people will offer on a property, often much higher than asking price because they are emotionally buying the home
When people bid significantly over fair market value because they are emotionally driven based on fear and panic over losing a property, this can then set a new market value precedent, which is cause for concern
You could argue that this emotionally driven offer now becomes fair market value because both buyer and seller agreed that is was a fair price, having full knowledge of the asset
Matt's comparison to real estate market to how stock markets and currencies trade
People assume fair market value can only go up and the baseline will stay there, but it can go the other way, too (e.g., 2008 crash)
Emotions and intrinsic value are always at play - we're just seeing it more now because of the imbalance of supply and demand
Garrett's example of cars as an emotional value purchase - some are utilitarian, some are specialty, luxury vehicles that people are willing to pay more for in order to fill an emotional need
Emotional value also informs the asking price sellers are looking for - shooting for the moon to see if they get it
This will start a trend in the marketplace as more people will list their home to see if they get a similarly high price
"Make Me Move" prices could lead to a trend of greater inventory
Emotional value is the precursor to establishing fair market value
Revisiting Step 10 of Buyer Process, and talking to your clients about the role emotions are currently playing in the market
You have to know what game you're playing to be successful at it
Successful agents right now understand the game and are able to explain it well to their clients
Understanding the market is part of your value as a realtor
Your value is understanding the playing field, understanding the process, and being able to understand and guide your client without getting swept away by emotions
Example of helping guide people to win games in Vegas
Someone who helps you actually win games has much more value than someone who just shows you around and doesn't know how to play
Fascinating to watch how emotions are affecting the marketplace right now, and it will continue to change
Our job is to keep our emotions level and be a good step down transformer for buyers and sellers

Quotes:

"Emotion is always involved when purchasing primary real estate."

"They're not looking at what type of windows does this house have? Or have they been updated or things like that? They're literally coming from this crazy emotional place. Which is like making them, as you just said, put a $900,000 over list price offer in. And people go, That's insane. They're overpaying for the house. No, they're emotionally buying a house."

"The challenge is - what you come to as a potential fair market value conclusion, a lot of times is not what actually the property trades at. And then you wonder, Well, is that emotional value now establishing a new level of fair market value? Because fair market value is what a willing and able buyer and seller agree on if they have full knowledge of the asset."

"That's the crazy thing. They were willing to not lose the properties. But now it's a mark that everybody goes, Oh my gosh, it just sold for that, that must be new market value, based off of some crazy person that was in full fear and panic mode - [they've] just set a new market value price. This is causing me some concern."

"The thing that I think people get lost on with fair market value, Garrett, is we for some reason, assume that fair market value is established so that it stays that way going forward, that's the new baseline. But fair market value can go the other way, too."

"We had the conversation about emotions and intrinsic value. And that was well before this marketplace, obviously. And it's always at play. Here, we're just seeing it now more than ever, because of the imbalance of supply and demand."

"We could see people starting to put the Make Me Move prices out there. But if they don't get them, they just take the home off the market and continue on with their lives and their house."

"Maybe that's where emotional value and fair market value tie in. It's like the emotional value is the precursor to establishing fair market value."

"The agents that I'm finding out there that are being very, very, very successful with working with their buyers right now, truly understand the game. And they're able to explain the game to their clients, so that the clients can go in and be successful."

"So many realtors right now are going, Oh, in this market, what's our real value? It's right here, understanding this stuff - having these conversations and being able to be a guide. It's not just...because you can read comps. There's plenty of smart clients out there, too, that can read comps. That's not your value. Your value is understanding the playing field, understanding the process, understanding your client."

"When they get into the emotional state, they need somebody who is not emotional. And if you keep...your emotions in check, because you're not buying the property, you become an amazing asset to them, because then it can save them from maybe a bad decision or help them make a decision to do something that is a little uncomfortable, but they know it's the right thing to do."

"The value of a real estate agent right now, I think is actually higher than it's ever been. Because the game is so tricky."

"If you can't help people, and you don't know the tricks, and you haven't evaluated what's going on, you can't explain the game, you have no value… You're just walking around showing me games at the casino."

"It's our job to keep our emotions at a certain level and be a step down transformer for our clients. And now more than ever, boy, do buyers and sellers need a good step down transformer."

Links:

Email us at TSW@TheNinjaSellingPodcast.com

Leave a voicemail at (208) MY-NINJA

Ninja Selling

@ninjasellingofficial

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@ninja.coaching

Ninja Events