Michelle lays out the basics of a touch plan. She describes the value of sending personalized gifts to your raving fans, recognizing anniversaries, and reaching out. What it comes down to is “pick your hard.” Achieving success or failure is hard. You have to decide what “hard” you want.

You may come to a point in your career where you think you might be able to get more training, education, support, etc. if you change brokerages. Michelle suggests that you consider these things before you make your move: 1) have you accessed everything you can from your current broker?; 2) what do I need that my current broker can’t offer?; and 3) what will I get at the new brokerage that makes me want to move?

Many people get into real estate because—from the outside looking in—it looks easy. Michelle focuses of specific reasons new real estate agents fail: 1) the lack of accountability; 2) lack of proper training; and 3) the fact that you are on your own. In each case, you have to take the initiative and take responsibility for your time management, your ongoing education, and seeking out mentors.

Michelle is joined by Carol Bass “the Practical Decorator,” a home stager in the Nashville area. Carol begins by stating emphatically, “If you want to get the best price for your house, you have got to put its best foot forward!” Carol discusses 1) the “two-week” window for establishing your house’s reputation; 2) the psychological side to selling your property; and 3) the importance of the home’s smells.

Robert Hatcher, Junk King, returns to chat with Michelle about situations that require the services Junk King can offer. Hatcher describes these scenarios: 1) if the house is empty but personal possessions remain; 2) a client who has already moved out of town and left items behind; and 3) downsizing clients.

“Marketing genius” Ron Hill (www.marketinggrip.com) returns to the podcast to discuss opt-in ideas that will help you expand your email list. First, offer a pdf guide or mini-book in your area of expertise. Second, do a video training or tutorial. Third, create a checklist. Fourth, create behind the scenes content. Fifth, access a private Facebook group.

Michelle describes how she was able to sell a listing for decidedly more than full price. The secret? Good marketing is essential (e.g., MLS photos, descriptions, video). And a willingness to negotiate with potential buyers, which involves asking the right questions at the right time (and then be prepared to listen).  

Robert Hatcher of Junk King visits Michelle in the studio where they discuss the three most common items that people hold on to but shouldn’t. These things need to be removed before a house is listed: 1) old televisions/computer monitors; 2) mattresses/box springs; and 3) remodeling debris (wood/drywall/bricks).

“Marketing genius” Ron Hill (www.marketinggrip.com) joins Michelle to discuss ways realtors can drive traffic to their websites. First, join a Facebook group that will help you achieve your goal or start one of your own. Share expert tips in the group. Second, create a “freebee” or opt-in incentive. This will position you as an expert. Third, grow your email list and send regular emails to your subscribers.

Action. Michelle believes in leaving it all out on the field. It is better to give it all you have to give and fail than to make a half-hearted effort and live with regret. Bottom Line: Activity breeds activity. Just do the next right thing. By stringing these “next things” together, you will eventually turn around and realize that you are where you want to be.

No one ever says, “O look dear, here’s a dumpy home. I’ve gotta go see it!” Statistics matter. 97% of homebuyers think that photos of a listing influence their initial opinion. 85% of homebuyers want to see listings with professional photos. 91% of homebuyers search the internet before going to visit a property. Seriously. With statistics like this, how can you doubt the important of great visuals for all of your listings?

If you are doing a broker luncheon or open house, you need to think of it as if it was a party. You need to promote it. Do an amazing invitation. It sets the stage. Do a reminder a week before. Do lots of special, memorable things at your events. Have great food. Presentation is crucial. Consider getting an industry-specific sponsor. Think outside the box.

Beginners bring questions…but also fresh eyes to old problems. “Rookie” real estate agent Honora Bates joins Michelle and discusses concerns we all share. First, Honora asks about how to build one’s personal brand so as to achieve success. Second, she asks Michelle about the best approach to becoming a listing-focused agent. Third and finally, Honora asks about Michelle’s favorite (non-sales) way to approach people.