May 7, 2025 • 22 mins
The discussion covers key strategies in lead generation, relationship building, and listing presentations, all designed to help agents boost their sales and client engagement.
Tom Panos introduces the Million Dollar Roadmap, a strategic plan that agents attending the upcoming AREC conference will receive to strengthen their business game. John McGrath shares powerful insights on turning clients into raving fans and mastering prospecting, while Troy Malcolm highlights the value of tapping into personal networks and staying in regular contact with clients. The trio breaks down actionable tactics across four key areas: generating leads, nurturing relationships, excelling in listing presentations, and closing deals—providing agents with a clear advantage in a competitive market.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Tom Panos (00:02):
Tom Panos, John McGrath, Troy Malcolm, and
welcome to Million Dollar Agent,the podcast, the longest
serving real estate agentspodcast in Australia, going
since 2013.
The last time the West Tigersmade the semis was 2011, and
I've got a funny feeling thisyear It'll be this year.
(00:25):
That's what everyone's saying.
I'm not being, you know,blindly optimistic.
You've got to, gentlemen,you've both got to agree.
We're in with a chance.
We're in the eight now.
Troy Malcolm (00:35):
I like the Tykes this year, tom, I think you're
doing very well.
I like the style of whichthey're conducting themselves on
and off the field.
They're making tough calls, butthey're transparent.
Tom Panos (00:47):
There was a wonderful article in the paper by a guy
called Don Ritchie who says Iwant to apologise, I think I was
wrong.
He said he was wrong aboutBenji Marshall, because Benji
Marshall spoke about howcoaching wasn't going to dictate
his whole life and he wrote anarticle and then one year later
he goes.
I have to accept that I think Iwas wrong.
(01:07):
I think he's a very good coachand that he's doing it his way
and his way looks like it's theright way.
But I'm pumped and excitedbecause we've got three weeks to
Eric and, as I said to you offcamera, I was doing a real
estate initiative for our gymmembers because they've all been
asking can you just give us areally big one-page dashboard
(01:31):
that we can hang up on our wall?
That's got the exact map,journey roadmap on getting the
lead, nurturing the lead,listing it, selling it.
Maybe have trigger points onwhat dialogue to use where, give
us some ideas of the process.
So we went to work and wefinished it and then I said to
(01:52):
Susan just get a quote to getenough for everyone that's at
ARIC, we'll just give them oneright.
And she's done that and it'sonly like when you do a big
print run.
It's not major.
So we're going to give everyreal estate agent that attends
ARIC the million dollar roadmap,the roadmap which is lead,
(02:14):
which is basically prospectingor marketing to get people to do
a pop in a price update andappraisal to nurture it.
And I want to spend timetalking about how do you stay in
(02:35):
contact with someone withoutsort of them thinking, oh, not
again, I've got to answer thiscall.
He's going to ask me or she'sgoing to ask me.
Am I ready to list?
How do you actually continue arelationship without coming
across as being too much of astalker?
Touch a little bit on thelisting presentation and then
talk about selling.
(02:56):
So short, fast podcast To you,gentlemen, I'm going to put it
out towards the lead.
So some of the ones that I had,I'm going to put it out towards
the lead.
So some of the ones that I hadwere the open home, the buyer,
seller.
This is the buyer that sayswhen I buy something I'm going
to sell.
Community connection, success,marketing, the magic 40.
(03:19):
We have all different people.
I mean, some people call it themagic 50.
Some people call it the magic40.
I'm not quite sure, troy.
Some people call it the magic40.
I'm not quite sure, troy, atMcGrath, whether you use an
acronym to talk about successmarketing.
You're just listed, just sold,targeted door knocking, orphan
(03:43):
data, expired listings, pastinternet inquiries, obviously,
realestatecom have basicallytold us if someone lives in an
area and they're going to puttheir home on the market and
they're not an absentee owner,they're going into an open for
inspection.
You're going to meet thesepeople, no question about that.
Right, and obviously yourrelationship with your.
You know rental departmentbanner advertisements.
But, john and Troy, I want tostart off on.
(04:05):
You've always and I know, john,when you were in real estate,
you had a philosophy if I canget them coming towards me
instead of me having to go outto them all the time, right, you
know the attraction.
What are some of the thingsthat come to your mind that
agents can be doing inattraction?
(04:27):
Obviously, around the justlisted just solves.
John McGrath (04:31):
Troy.
Yeah, I think, tommy.
Yeah, you're right.
I just jotted down prospecting,which is outbound, attraction,
which is people coming to you,and then the nurture, whether
you've gone out or they've cometo you.
Often you don't list themimmediately, but you'll probably
list them sooner than later, sothere's kind of three, three
buckets there.
So and you coined the phrasefor the industry many years ago
(04:54):
I've spoke about raving fans fordecades, but you, you talked
about attraction agent, you know, probably 15 years ago, and I
think it really hit home um, youwant to be the agent that
people are coming to, as opposedto the agent that has to keep
going outbound, doing both,initially, of course.
So I think raving fans', momentsof truth that is everyone
(05:16):
you're dealing with in the realestate, in marketing, whilst
you're in the market open homes,buyer inspections, email
inquiries, phone call inquiries,et cetera, et cetera.
You have an opportunity eachand every day.
In fact, you have dozens, maybehundreds for some people like
Alex Phillips of opportunitiesto create a lasting impression,
(05:37):
and I don't care what you say.
You can spend $10,000 a monthor $10,000 a week, if you like,
on social media.
There is nothing like havingraving fans in your community
telling everyone.
You're the only agent theyshould deal with.
So I think that really washesover everything, troy, that you
do.
It's about opens, it's aboutauctions, it's about buyer
(05:57):
inquiry, it's about listing,it's obviously about vendor
management along the way,because vendors are going to be
your greatest advocates.
I mean, wherever you go in thisday and age, you tell someone
about a good experience andyou'll tell a lot of people
about a bad experience.
So I think you know, aimtowards being an attraction
agent, aim towards creating anarmy of raving fans.
(06:20):
Recognise that that happensthrough having the right
character, the right process andthe right process and the right
integrity and just deliveringbig time.
And every time someone goes toan open, you either go as a
robot, troy, and you just turnup, open the door and you kind
of go through the road, oryou're there and you're
connecting and you're interestedand you're welcoming people in,
(06:42):
like they're new guests cominginto your home Over to Troy yeah
, john and Tom.
Troy Malcolm (06:48):
The other two that I want to mention are the
consistency in which you go outthere with marketing and the
frequency of contact with thoseclients.
They're all so valid and everysingle one of them, but you need
to have a strategy to beconsistent, because it's not one
phone call that's going toinfluence their decision to pick
you as the attraction agent.
It's actually the multiplecalls and the multiple layers
out there in the market fromyour prospecting and awareness
(07:10):
activities that are going toattract them to you.
The other thing is that a lotof people seem to forget their
personal networks.
We always look for the nexttransaction, but we forget about
the people that love and trustus and have great relationships
with us.
They can be from school, theycan be family members, they can
be extended family, they can bepast careers for many of the
(07:32):
people that are in real estate.
But don't underestimate thepower of prospecting your
personal network so they knowyou're the person in real estate
, whether it's to help buy orsell, that you're the person
that can help anyone that theycome in contact with as well.
John McGrath (07:46):
Okay, beautiful.
A couple of quick tips beforewe leave that.
Tommy, just on, I heard whatyou said before.
That's a good question.
How do I not be a pest?
I think you were saying wordsto that effect.
I think number one is mix upyour communication.
It shouldn't always be a phonecall because everyone's busy.
It can be phone calls, it canbe emails, it can be text
messages, it can be WhatsApp, itcan be WeChat or whatever.
(08:07):
But I'd mix them up.
Two is make sure that when youare calling you have a relevant
message.
So if I own a luxury home inthe area and you've just sold a
luxury home, I'd be reallyinterested to hear that you sold
one around the corner similarto mine and how much it went for
.
I'm not that interested inhearing you know about a one
(08:30):
bedroom unit in the area thansold.
It's not relevant to me rightnow, where I'm at.
You know if I'm, if I'm, atypical seller.
It's relevant in real estate,but not for typical sellers.
So I just think, mix up thecommunication style, um, and get
rid of the commission breathand, most importantly, make it
relevant to the person you'recalling.
Tom Panos (08:47):
Beautiful.
So let's assume that that partof your business is that set and
forget.
You're doing things that youlike to generate leads, whether
you're reaching out yourself orwhether you're using attraction
and they're coming into you.
Normally you're having arelationship long before they
(09:14):
actually list, and that's quitedifferent to what real estate
was 30 years ago.
It was 30 years ago and Iremember people used to ring me
out of the yellow pages oh, mymum's died.
We're calling three agents inone at one o'clock, one at two
o'clock, three o'clock Doesn'twork that way.
These days people build a videorelationship with you.
Often you're sending them realtear price updates for six
months a year.
They're coming to a few opensalong the way.
(09:36):
So this bit about nurturing.
And in the roadmap you'llnotice that I like to simplify
things and say hot, medium, cold.
Hot people are coming on themarket zero to 60 days, medium,
60 days to six months, and coldsix months and extra.
And the reason I like to breakthem up is you simply don't do
(09:58):
the same thing to someone that'scoming on the market in three
years as someone that's comingon the market next week.
The frequency of contact, thetype of contact, has got to be
different, but to both of you isgot to be different, but to
both of you.
What are the sorts of things,whether it's a one month or a 12
(10:20):
month, nurturing in arelationship?
What are the sorts of thingsthat you can do, whether you're
doing what John said, phone orhybrid approaches?
Phone, smss, you know, face tofaces, sending them out
something, what kind of content,information?
Can you stay relevant, keeptheir attention going and not
having them say, oh, not thatconditioned breath stalker again
?
John McGrath (10:41):
Troy, are you going to lead us or not?
Troy Malcolm (10:43):
Yeah, of course.
So always, as John said,amplifying that from before,
you've got to make sure thatit's relevant.
But just listed just soldinformation.
I'd be introducing myself as anarea expert, some of the others
that I've got down, I've justbrought up a slide so you could
go into the buyers that you'vebeen working with, how they're
looking for properties similarto theirs monthly market update
(11:04):
newsletters, weekly sold report,activities that are happening
in the community.
So spotlighting a localcommunity event, an equity check
company snapshot of results,value-add information, new
invite to view a new propertyhave you considered this
property?
Maybe one of that's out of thebox An end-of-year wrap, a
start-of-year wrap If there's azoning and legislation change,
(11:26):
which we've seen a lot comethrough in New South Wales
recently.
Tom, there's a whole myriad ofstuff that can be I'll stop you
on that.
Tom Panos (11:35):
I reckon the most common question I'm asked by the
punters out there not by agentsby the consumers is mate, is my
house worth more money with allthese new codes, this new
zoning?
I think it's actually aminefield there.
And the agent that gets all theinformation in that core area
and produces it whether it's ina booklet or in a video format
(11:58):
and actually just simplifies itand actually says if you live in
this area and you've got ablock that's 15.24 metres, you
can now build a duplex, you cando this on here.
You can now build a duplex, youcan do this on here.
Someone that can actually justcut through all the noise there.
That's confusing.
But keep going, Troy.
All good stuff.
Troy Malcolm (12:19):
No, that was kind of where I was heading, tom, but
there's information seminarsthat you can do what you really
want to do.
You want to differentiateyourself against your
competitors and make sure you'rethe value-add expert in your
market, and that's going tobecome really attractive to a
lot of people that are askingquestions.
Like you say, you get askedthat question more times than
not.
It now is the time to provideinformation and stay relevant,
(12:40):
but also stand out from acrowded market that are just
competing on fees and marketing.
John McGrath (12:44):
Yeah, yeah, that's a very comprehensive and quite
diverse list, troy.
I really like it.
Yeah, there was once upon atime, especially when sort of
American real estate was sort ofpervasive.
A lot in a lot of the coachingmaterials years ago, before
people like you, tom, in theAustralian market became
world-class coaches, they usedto sell recipes and cookies and
(13:07):
this sort of stuff.
I think people want to hearfrom specialists about their
specialty topic.
So, as a real estate agent, Ithink information relevant to
the letterbox in which you'reputting it or the email inbox
you're putting it, I agree, troy, you don't need to overthink it
.
You know the last.
Just want to let you know last30 days here are the top 10
sales.
Here's the addresses, here'stheir land size, here's what
(13:29):
they sold for, here's where thebuyer came from from.
You know they were local, theywere interstate, they were
overseas.
Just a few little bits ofinformation attached to a list I
think is really good.
Trends and legislation, asyou've said you look at leading
into the most recent election,the federal election last
weekend.
I mean there were some quitesignificant proposals by each of
(13:51):
the parties and now thatLabor's, you know, gone back in
on a landslide, you know theyobviously have some fairly
strong housing policies Debunkthem.
Make them simple.
Here's what the Labor policy islikely to mean for you.
If you're a first-home buyer,this is the impact it'll have.
If you're an investor, this islikely to be the impact.
(14:11):
First-time buyer this is theimpact it'll have.
If you're an investor, this islikely to be the impact.
So just make informationdigestible and simple for people
to understand.
As an expert, and the way youexplain it's really critical.
So I think yeah, but, troy,your list was very comprehensive
.
If they do half of what youjust said, then they'll be way
ahead.
Tom Panos (14:28):
Beautiful.
Two last sections, couple ofminutes on each List, and we're
not going to spend too much timebecause we've had plenty of our
podcasts focused on what agreat listing presentation
irresistible, unstoppable pitchlooks like.
But, john, you've always hadthe view that the listing
presentation has threecomponents the pre, at the
presentation and what happensafterwards.
(14:51):
And obviously you know we nowlive in a world that we do have
some tech tools, and one of thethings that I'm really looking
forward to at ARIC is tolistening to how Ryan Serhan, at
his pre-listing presentation,is doing a full personality
diagnosis on the vendors he'sabout to present using AI.
(15:13):
And in fact, in the roadmapthat I'm going to hand out, I've
actually given people the AImodel.
I've actually told them this isexactly how you actually put
the vendors' names in, put theirFacebook and Instagram account,
and we sat through thatpresentation with that person
from Ryan Serhant's team Coin,yes, coin, coin.
(15:34):
That's it.
So I'm really looking forwardto that.
But you know, in the world oflisting presentations, even
though we've got all thesethings like the real tears and
being able to analyse people'spersonality before you go over,
the truth of the matter is yousaid it once Troy or John on a
(15:55):
podcast.
Fundamentally, you need a houseprice maximization business plan
for the vendor.
They don't need to see how manyRate my Agent Awards or REB
Awards.
They don't need to see allthese other things.
All they care about is man.
Will this agent get me $100,000more than the other two agents
(16:18):
I'm interviewing?
They need a house maximisationplan.
Over to you, gentlemen, anytips on the listing?
John McGrath (16:26):
Yeah, look, you referred to earlier, Tom, we
look at 30-40-30, that we think30% of the success of a listing
happens before the listing.
So it happens from the timesomeone makes contact with you
or you make contact with themand you meet them.
So you know the preparation,the quality of the questions,
the research, the informationyou might send to them.
All of those things Could be avideo that you send to them
(16:48):
introducing yourself, could be acorporate that you send to them
introducing yourself, could bea corporate video.
Who knows?
40 happens in the moment whileyou're at the property property
to a property questions, deepdive and then, if you're unable
to secure it at that point, it'swhat happens immediately
afterwards in the follow-through, and it's common for people to
not list first time around, somost people would fall into that
(17:09):
bucket.
So so I think that's reallycritical, and you're right, tom,
that the only thing that reallymatters to the vendor at the
end of the day is I want to getthe most amount of money for my
property.
Yes, I'd like to like theperson.
Yes, I do want to trust them,but at the end of the day, if I
meet someone and I absolutelybelieve they have a clear plan
that's likely to get me more formy property, that's the agent
(17:31):
I'm signing up with.
It's not about 1% commissions.
It's not about anything else.
It's about if I've got to pay2.5% to get Alex Jordan, because
I believe he's the best agentI've interviewed and the best
agent in Brisbane I'm going topay it because he made it very
clear and very easy for me tounderstand how he's going to get
(17:51):
me the most amount of money.
So I think, troy, that's reallycritical.
Troy Malcolm (17:56):
Yeah, so often that we get agents going into
listing presentations and theyfall into the trap of just
telling the clients how goodthey are, tom, as you mentioned,
with their awards and how greattheir results have been.
We've really got to make surethat we have a simple agenda,
that we understand theirsituation, what they need to
look for in selecting an agent.
Obviously, you've got to playto your strengths the marketing
(18:17):
element and then the pricing andthe fees.
I think if you have a reallyclear agenda and you stick to
that agenda and guide theconversation, you're going to
have a lot more success.
Tom Panos (18:26):
Beautiful.
Let's touch on the last one andthat is the sell.
And all I'm going to say is,right now, my real estate gym
members are loving putting theirCRM report whether they're
using AgentBox or whichever onethey use and getting their
realestatecom report, putting itinto AI and then asking AI to
(18:49):
produce a high level summarythat can actually be presented
to the vendor as the executivesummary of that report.
And I've got to tell you theyare amazing and you can actually
prompt it in a way to actuallysay this vendor needs to
understand the reality of themarketplace.
(19:12):
They're an absentee owner orwhatever.
You can prompt, obviously, ai,but obviously the selling
involves two bits.
One bit is, of course, themarketing working the buyers.
The second bit is keeping yourseller informed and often having
them having to understand that,hey look, you're going to have
(19:32):
to realign by this amount.
Sometimes they're realigning up, but a lot of times they're
realigning down.
So all I can say to you well,listen, before I close off, john
and Troy, is there anything onthe sell that we can talk about?
John McGrath (19:51):
Pricing, presentation and marketing, I
think, are the three key leversto get right, to get a great
outcome.
So a good quality pricingdiscussion that doesn't take
away their hope of achieving thehighest possible price, because
that's in fact what we're thereto do, but also they understand
where the market sits at themoment.
(20:11):
Presentation, which is not justplumping up cushions, it's what
can I do to remove anyimpediments this home may have
in the mind's eye of the buyer.
So if I have, if I have, 10buyers through this home
tomorrow, are they going to findfault in anything?
And is there something we cando, you and I as the vendor and
(20:33):
the agent, today, to remove orreduce the impact?
And then marketing I mean themore buyers it's simple math the
more buyers I can get to engagein, come and look at, become
interested in your property andget them emotionally connected,
the more money I'm going to putin your bank account on
settlement day.
So again, I think that's that's.
(20:53):
That's a general overview onhow to get the highest possible
price and that needs to be, youknow, dealt with more detail
when you have more time in frontof the vendor.
But they're the things you'vegot to get right If you screw up
pricing, if you screw uppresentation, if you don't
market it confidently enough,you're going to struggle to get
it sold, let alone get the bestpossible price.
Tom Panos (21:14):
John and Troy, as I'm finishing up, mindful of time,
I've just brought up Airfaresbecause I was talking to Izzy
that's looking after Eric andshe was saying, oh, I think some
people are thinking theairfares are going to blow.
I've just brought up you canactually get fares to.
The Gold Coast has got to bethe best place in the world to
fly to $132.
We're talking booking out threeweeks out $132 return trips.
(21:40):
Now, even if you actually didyour open homes and actually
finished and flew up on Saturdaynight, $182 for a return trip
to the Gold Coast.
So that, my friends, is yoursign to book your tickets at
aritconferencecomau and I'mletting you know that over the
(22:00):
two days, in addition to hearinginspiring stories from
different people in differentfields, you're also going to be
getting the best real estatecontent.
We've just touched on a littlebit on how you can use AI for
vendor reports and for yourpre-listing to be learning about
the personality You're going tobe given so much information
that's going to help you comeback wiser, smarter, better.
(22:23):
Looking forward to seeing youall there.
John Troy, I will see you nextweek.
John McGrath (22:29):
See you next week.
Len, See you, Darren.
Bye, Bye everyone.
Tom Panos, John McGrath, Troy Malcolm, and
welcome to Million Dollar Agent,the podcast, the longest
serving real estate agentspodcast in Australia, going
since 2013.
The last time the West Tigersmade the semis was 2011, and
I've got a funny feeling thisyear It'll be this year.
(00:25):
That's what everyone's saying.
I'm not being, you know,blindly optimistic.
You've got to, gentlemen,you've both got to agree.
We're in with a chance.
We're in the eight now.
Troy Malcolm (00:35):
I like the Tykes this year, tom, I think you're
doing very well.
I like the style of whichthey're conducting themselves on
and off the field.
They're making tough calls, butthey're transparent.
Tom Panos (00:47):
There was a wonderful article in the paper by a guy
called Don Ritchie who says Iwant to apologise, I think I was
wrong.
He said he was wrong aboutBenji Marshall, because Benji
Marshall spoke about howcoaching wasn't going to dictate
his whole life and he wrote anarticle and then one year later
he goes.
I have to accept that I think Iwas wrong.
(01:07):
I think he's a very good coachand that he's doing it his way
and his way looks like it's theright way.
But I'm pumped and excitedbecause we've got three weeks to
Eric and, as I said to you offcamera, I was doing a real
estate initiative for our gymmembers because they've all been
asking can you just give us areally big one-page dashboard
(01:31):
that we can hang up on our wall?
That's got the exact map,journey roadmap on getting the
lead, nurturing the lead,listing it, selling it.
Maybe have trigger points onwhat dialogue to use where, give
us some ideas of the process.
So we went to work and wefinished it and then I said to
(01:52):
Susan just get a quote to getenough for everyone that's at
ARIC, we'll just give them oneright.
And she's done that and it'sonly like when you do a big
print run.
It's not major.
So we're going to give everyreal estate agent that attends
ARIC the million dollar roadmap,the roadmap which is lead,
(02:14):
which is basically prospectingor marketing to get people to do
a pop in a price update andappraisal to nurture it.
And I want to spend timetalking about how do you stay in
(02:35):
contact with someone withoutsort of them thinking, oh, not
again, I've got to answer thiscall.
He's going to ask me or she'sgoing to ask me.
Am I ready to list?
How do you actually continue arelationship without coming
across as being too much of astalker?
Touch a little bit on thelisting presentation and then
talk about selling.
(02:56):
So short, fast podcast To you,gentlemen, I'm going to put it
out towards the lead.
So some of the ones that I had,I'm going to put it out towards
the lead.
So some of the ones that I hadwere the open home, the buyer,
seller.
This is the buyer that sayswhen I buy something I'm going
to sell.
Community connection, success,marketing, the magic 40.
(03:19):
We have all different people.
I mean, some people call it themagic 50.
Some people call it the magic40.
I'm not quite sure, troy.
Some people call it the magic40.
I'm not quite sure, troy, atMcGrath, whether you use an
acronym to talk about successmarketing.
You're just listed, just sold,targeted door knocking, orphan
(03:43):
data, expired listings, pastinternet inquiries, obviously,
realestatecom have basicallytold us if someone lives in an
area and they're going to puttheir home on the market and
they're not an absentee owner,they're going into an open for
inspection.
You're going to meet thesepeople, no question about that.
Right, and obviously yourrelationship with your.
You know rental departmentbanner advertisements.
But, john and Troy, I want tostart off on.
(04:05):
You've always and I know, john,when you were in real estate,
you had a philosophy if I canget them coming towards me
instead of me having to go outto them all the time, right, you
know the attraction.
What are some of the thingsthat come to your mind that
agents can be doing inattraction?
(04:27):
Obviously, around the justlisted just solves.
John McGrath (04:31):
Troy.
Yeah, I think, tommy.
Yeah, you're right.
I just jotted down prospecting,which is outbound, attraction,
which is people coming to you,and then the nurture, whether
you've gone out or they've cometo you.
Often you don't list themimmediately, but you'll probably
list them sooner than later, sothere's kind of three, three
buckets there.
So and you coined the phrasefor the industry many years ago
(04:54):
I've spoke about raving fans fordecades, but you, you talked
about attraction agent, you know, probably 15 years ago, and I
think it really hit home um, youwant to be the agent that
people are coming to, as opposedto the agent that has to keep
going outbound, doing both,initially, of course.
So I think raving fans', momentsof truth that is everyone
(05:16):
you're dealing with in the realestate, in marketing, whilst
you're in the market open homes,buyer inspections, email
inquiries, phone call inquiries,et cetera, et cetera.
You have an opportunity eachand every day.
In fact, you have dozens, maybehundreds for some people like
Alex Phillips of opportunitiesto create a lasting impression,
(05:37):
and I don't care what you say.
You can spend $10,000 a monthor $10,000 a week, if you like,
on social media.
There is nothing like havingraving fans in your community
telling everyone.
You're the only agent theyshould deal with.
So I think that really washesover everything, troy, that you
do.
It's about opens, it's aboutauctions, it's about buyer
(05:57):
inquiry, it's about listing,it's obviously about vendor
management along the way,because vendors are going to be
your greatest advocates.
I mean, wherever you go in thisday and age, you tell someone
about a good experience andyou'll tell a lot of people
about a bad experience.
So I think you know, aimtowards being an attraction
agent, aim towards creating anarmy of raving fans.
(06:20):
Recognise that that happensthrough having the right
character, the right process andthe right process and the right
integrity and just deliveringbig time.
And every time someone goes toan open, you either go as a
robot, troy, and you just turnup, open the door and you kind
of go through the road, oryou're there and you're
connecting and you're interestedand you're welcoming people in,
(06:42):
like they're new guests cominginto your home Over to Troy yeah
, john and Tom.
Troy Malcolm (06:48):
The other two that I want to mention are the
consistency in which you go outthere with marketing and the
frequency of contact with thoseclients.
They're all so valid and everysingle one of them, but you need
to have a strategy to beconsistent, because it's not one
phone call that's going toinfluence their decision to pick
you as the attraction agent.
It's actually the multiplecalls and the multiple layers
out there in the market fromyour prospecting and awareness
(07:10):
activities that are going toattract them to you.
The other thing is that a lotof people seem to forget their
personal networks.
We always look for the nexttransaction, but we forget about
the people that love and trustus and have great relationships
with us.
They can be from school, theycan be family members, they can
be extended family, they can bepast careers for many of the
(07:32):
people that are in real estate.
But don't underestimate thepower of prospecting your
personal network so they knowyou're the person in real estate
, whether it's to help buy orsell, that you're the person
that can help anyone that theycome in contact with as well.
John McGrath (07:46):
Okay, beautiful.
A couple of quick tips beforewe leave that.
Tommy, just on, I heard whatyou said before.
That's a good question.
How do I not be a pest?
I think you were saying wordsto that effect.
I think number one is mix upyour communication.
It shouldn't always be a phonecall because everyone's busy.
It can be phone calls, it canbe emails, it can be text
messages, it can be WhatsApp, itcan be WeChat or whatever.
(08:07):
But I'd mix them up.
Two is make sure that when youare calling you have a relevant
message.
So if I own a luxury home inthe area and you've just sold a
luxury home, I'd be reallyinterested to hear that you sold
one around the corner similarto mine and how much it went for
.
I'm not that interested inhearing you know about a one
(08:30):
bedroom unit in the area thansold.
It's not relevant to me rightnow, where I'm at.
You know if I'm, if I'm, atypical seller.
It's relevant in real estate,but not for typical sellers.
So I just think, mix up thecommunication style, um, and get
rid of the commission breathand, most importantly, make it
relevant to the person you'recalling.
Tom Panos (08:47):
Beautiful.
So let's assume that that partof your business is that set and
forget.
You're doing things that youlike to generate leads, whether
you're reaching out yourself orwhether you're using attraction
and they're coming into you.
Normally you're having arelationship long before they
(09:14):
actually list, and that's quitedifferent to what real estate
was 30 years ago.
It was 30 years ago and Iremember people used to ring me
out of the yellow pages oh, mymum's died.
We're calling three agents inone at one o'clock, one at two
o'clock, three o'clock Doesn'twork that way.
These days people build a videorelationship with you.
Often you're sending them realtear price updates for six
months a year.
They're coming to a few opensalong the way.
(09:36):
So this bit about nurturing.
And in the roadmap you'llnotice that I like to simplify
things and say hot, medium, cold.
Hot people are coming on themarket zero to 60 days, medium,
60 days to six months, and coldsix months and extra.
And the reason I like to breakthem up is you simply don't do
(09:58):
the same thing to someone that'scoming on the market in three
years as someone that's comingon the market next week.
The frequency of contact, thetype of contact, has got to be
different, but to both of you isgot to be different, but to
both of you.
What are the sorts of things,whether it's a one month or a 12
(10:20):
month, nurturing in arelationship?
What are the sorts of thingsthat you can do, whether you're
doing what John said, phone orhybrid approaches?
Phone, smss, you know, face tofaces, sending them out
something, what kind of content,information?
Can you stay relevant, keeptheir attention going and not
having them say, oh, not thatconditioned breath stalker again
?
John McGrath (10:41):
Troy, are you going to lead us or not?
Troy Malcolm (10:43):
Yeah, of course.
So always, as John said,amplifying that from before,
you've got to make sure thatit's relevant.
But just listed just soldinformation.
I'd be introducing myself as anarea expert, some of the others
that I've got down, I've justbrought up a slide so you could
go into the buyers that you'vebeen working with, how they're
looking for properties similarto theirs monthly market update
(11:04):
newsletters, weekly sold report,activities that are happening
in the community.
So spotlighting a localcommunity event, an equity check
company snapshot of results,value-add information, new
invite to view a new propertyhave you considered this
property?
Maybe one of that's out of thebox An end-of-year wrap, a
start-of-year wrap If there's azoning and legislation change,
(11:26):
which we've seen a lot comethrough in New South Wales
recently.
Tom, there's a whole myriad ofstuff that can be I'll stop you
on that.
Tom Panos (11:35):
I reckon the most common question I'm asked by the
punters out there not by agentsby the consumers is mate, is my
house worth more money with allthese new codes, this new
zoning?
I think it's actually aminefield there.
And the agent that gets all theinformation in that core area
and produces it whether it's ina booklet or in a video format
(11:58):
and actually just simplifies itand actually says if you live in
this area and you've got ablock that's 15.24 metres, you
can now build a duplex, you cando this on here.
You can now build a duplex, youcan do this on here.
Someone that can actually justcut through all the noise there.
That's confusing.
But keep going, Troy.
All good stuff.
Troy Malcolm (12:19):
No, that was kind of where I was heading, tom, but
there's information seminarsthat you can do what you really
want to do.
You want to differentiateyourself against your
competitors and make sure you'rethe value-add expert in your
market, and that's going tobecome really attractive to a
lot of people that are askingquestions.
Like you say, you get askedthat question more times than
not.
It now is the time to provideinformation and stay relevant,
(12:40):
but also stand out from acrowded market that are just
competing on fees and marketing.
John McGrath (12:44):
Yeah, yeah, that's a very comprehensive and quite
diverse list, troy.
I really like it.
Yeah, there was once upon atime, especially when sort of
American real estate was sort ofpervasive.
A lot in a lot of the coachingmaterials years ago, before
people like you, tom, in theAustralian market became
world-class coaches, they usedto sell recipes and cookies and
(13:07):
this sort of stuff.
I think people want to hearfrom specialists about their
specialty topic.
So, as a real estate agent, Ithink information relevant to
the letterbox in which you'reputting it or the email inbox
you're putting it, I agree, troy, you don't need to overthink it
.
You know the last.
Just want to let you know last30 days here are the top 10
sales.
Here's the addresses, here'stheir land size, here's what
(13:29):
they sold for, here's where thebuyer came from from.
You know they were local, theywere interstate, they were
overseas.
Just a few little bits ofinformation attached to a list I
think is really good.
Trends and legislation, asyou've said you look at leading
into the most recent election,the federal election last
weekend.
I mean there were some quitesignificant proposals by each of
(13:51):
the parties and now thatLabor's, you know, gone back in
on a landslide, you know theyobviously have some fairly
strong housing policies Debunkthem.
Make them simple.
Here's what the Labor policy islikely to mean for you.
If you're a first-home buyer,this is the impact it'll have.
If you're an investor, this islikely to be the impact.
(14:11):
First-time buyer this is theimpact it'll have.
If you're an investor, this islikely to be the impact.
So just make informationdigestible and simple for people
to understand.
As an expert, and the way youexplain it's really critical.
So I think yeah, but, troy,your list was very comprehensive
.
If they do half of what youjust said, then they'll be way
ahead.
Tom Panos (14:28):
Beautiful.
Two last sections, couple ofminutes on each List, and we're
not going to spend too much timebecause we've had plenty of our
podcasts focused on what agreat listing presentation
irresistible, unstoppable pitchlooks like.
But, john, you've always hadthe view that the listing
presentation has threecomponents the pre, at the
presentation and what happensafterwards.
(14:51):
And obviously you know we nowlive in a world that we do have
some tech tools, and one of thethings that I'm really looking
forward to at ARIC is tolistening to how Ryan Serhan, at
his pre-listing presentation,is doing a full personality
diagnosis on the vendors he'sabout to present using AI.
(15:13):
And in fact, in the roadmapthat I'm going to hand out, I've
actually given people the AImodel.
I've actually told them this isexactly how you actually put
the vendors' names in, put theirFacebook and Instagram account,
and we sat through thatpresentation with that person
from Ryan Serhant's team Coin,yes, coin, coin.
(15:34):
That's it.
So I'm really looking forwardto that.
But you know, in the world oflisting presentations, even
though we've got all thesethings like the real tears and
being able to analyse people'spersonality before you go over,
the truth of the matter is yousaid it once Troy or John on a
(15:55):
podcast.
Fundamentally, you need a houseprice maximization business plan
for the vendor.
They don't need to see how manyRate my Agent Awards or REB
Awards.
They don't need to see allthese other things.
All they care about is man.
Will this agent get me $100,000more than the other two agents
(16:18):
I'm interviewing?
They need a house maximisationplan.
Over to you, gentlemen, anytips on the listing?
John McGrath (16:26):
Yeah, look, you referred to earlier, Tom, we
look at 30-40-30, that we think30% of the success of a listing
happens before the listing.
So it happens from the timesomeone makes contact with you
or you make contact with themand you meet them.
So you know the preparation,the quality of the questions,
the research, the informationyou might send to them.
All of those things Could be avideo that you send to them
(16:48):
introducing yourself, could be acorporate that you send to them
introducing yourself, could bea corporate video.
Who knows?
40 happens in the moment whileyou're at the property property
to a property questions, deepdive and then, if you're unable
to secure it at that point, it'swhat happens immediately
afterwards in the follow-through, and it's common for people to
not list first time around, somost people would fall into that
(17:09):
bucket.
So so I think that's reallycritical, and you're right, tom,
that the only thing that reallymatters to the vendor at the
end of the day is I want to getthe most amount of money for my
property.
Yes, I'd like to like theperson.
Yes, I do want to trust them,but at the end of the day, if I
meet someone and I absolutelybelieve they have a clear plan
that's likely to get me more formy property, that's the agent
(17:31):
I'm signing up with.
It's not about 1% commissions.
It's not about anything else.
It's about if I've got to pay2.5% to get Alex Jordan, because
I believe he's the best agentI've interviewed and the best
agent in Brisbane I'm going topay it because he made it very
clear and very easy for me tounderstand how he's going to get
(17:51):
me the most amount of money.
So I think, troy, that's reallycritical.
Troy Malcolm (17:56):
Yeah, so often that we get agents going into
listing presentations and theyfall into the trap of just
telling the clients how goodthey are, tom, as you mentioned,
with their awards and how greattheir results have been.
We've really got to make surethat we have a simple agenda,
that we understand theirsituation, what they need to
look for in selecting an agent.
Obviously, you've got to playto your strengths the marketing
(18:17):
element and then the pricing andthe fees.
I think if you have a reallyclear agenda and you stick to
that agenda and guide theconversation, you're going to
have a lot more success.
Tom Panos (18:26):
Beautiful.
Let's touch on the last one andthat is the sell.
And all I'm going to say is,right now, my real estate gym
members are loving putting theirCRM report whether they're
using AgentBox or whichever onethey use and getting their
realestatecom report, putting itinto AI and then asking AI to
(18:49):
produce a high level summarythat can actually be presented
to the vendor as the executivesummary of that report.
And I've got to tell you theyare amazing and you can actually
prompt it in a way to actuallysay this vendor needs to
understand the reality of themarketplace.
(19:12):
They're an absentee owner orwhatever.
You can prompt, obviously, ai,but obviously the selling
involves two bits.
One bit is, of course, themarketing working the buyers.
The second bit is keeping yourseller informed and often having
them having to understand that,hey look, you're going to have
(19:32):
to realign by this amount.
Sometimes they're realigning up, but a lot of times they're
realigning down.
So all I can say to you well,listen, before I close off, john
and Troy, is there anything onthe sell that we can talk about?
John McGrath (19:51):
Pricing, presentation and marketing, I
think, are the three key leversto get right, to get a great
outcome.
So a good quality pricingdiscussion that doesn't take
away their hope of achieving thehighest possible price, because
that's in fact what we're thereto do, but also they understand
where the market sits at themoment.
(20:11):
Presentation, which is not justplumping up cushions, it's what
can I do to remove anyimpediments this home may have
in the mind's eye of the buyer.
So if I have, if I have, 10buyers through this home
tomorrow, are they going to findfault in anything?
And is there something we cando, you and I as the vendor and
(20:33):
the agent, today, to remove orreduce the impact?
And then marketing I mean themore buyers it's simple math the
more buyers I can get to engagein, come and look at, become
interested in your property andget them emotionally connected,
the more money I'm going to putin your bank account on
settlement day.
So again, I think that's that's.
(20:53):
That's a general overview onhow to get the highest possible
price and that needs to be, youknow, dealt with more detail
when you have more time in frontof the vendor.
But they're the things you'vegot to get right If you screw up
pricing, if you screw uppresentation, if you don't
market it confidently enough,you're going to struggle to get
it sold, let alone get the bestpossible price.
Tom Panos (21:14):
John and Troy, as I'm finishing up, mindful of time,
I've just brought up Airfaresbecause I was talking to Izzy
that's looking after Eric andshe was saying, oh, I think some
people are thinking theairfares are going to blow.
I've just brought up you canactually get fares to.
The Gold Coast has got to bethe best place in the world to
fly to $132.
We're talking booking out threeweeks out $132 return trips.
(21:40):
Now, even if you actually didyour open homes and actually
finished and flew up on Saturdaynight, $182 for a return trip
to the Gold Coast.
So that, my friends, is yoursign to book your tickets at
aritconferencecomau and I'mletting you know that over the
(22:00):
two days, in addition to hearinginspiring stories from
different people in differentfields, you're also going to be
getting the best real estatecontent.
We've just touched on a littlebit on how you can use AI for
vendor reports and for yourpre-listing to be learning about
the personality You're going tobe given so much information
that's going to help you comeback wiser, smarter, better.
(22:23):
Looking forward to seeing youall there.
John Troy, I will see you nextweek.
John McGrath (22:29):
See you next week.
Len, See you, Darren.
Bye, Bye everyone.
Popular Podcasts
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
Cold Case Files: Miami
Joyce Sapp, 76; Bryan Herrera, 16; and Laurance Webb, 32—three Miami residents whose lives were stolen in brutal, unsolved homicides. Cold Case Files: Miami follows award‑winning radio host and City of Miami Police reserve officer Enrique Santos as he partners with the department’s Cold Case Homicide Unit, determined family members, and the advocates who spend their lives fighting for justice for the victims who can no longer fight for themselves.