Level Up - From Agent to Entrepreneur – Details, episodes & analysis

If you asked real estate agents what they spend the most money on, lead generation would be at the top of the list. The only problem is, when the conversion of those leads is low, it tanks our ROI and in turn, our profitability. 

When agents struggle with conversion, they tend to blame the lack of return on the quality of the lead. 

But my experience with different lead sources and platforms proves that this isn’t true. After evaluating tens of thousands of leads across different sources, this is what I’ve found. 

The most impactful ratio to the conversion of a lead is the agent’s activity. 

What can we do to increase our conversion and get a higher ROI? In this episode, I talk about 3 metrics that will transform your lead conversion efforts. 

Things You’ll Learn In This Episode 

• The truth about “bad lead sources”  Real estate agents love to blame low conversion on the lead source. What actually drives our success in lead generation? 
• 3 metrics that will transform your lead conversion Lead conversion isn’t just one ratio - it’s made up of 3 metrics we need to pay attention to. How can we boost our conversion through the capture-to-contact, contact-to-appointment and appointment-to-written contract ratios? 
• What hurts your conversion the most  When a lead source is bad, it’s usually because of our activity (or lack thereof). What action will immediately increase our conversion?  

About Your Host

Greg Harrelson is a real estate agent, coach, trainer and owner of Century 21 The Harrelson Group. He has been in the real estate business for over 20 years and has been professionally trained by coaches like Mike, Matthew, Tom Ferry, Chet Holmes and Tony Robbins. He is in the top 1% of all Realtors nationwide. His goal is to empower his clients with the information necessary to make sound financial decisions while being sensitive to the experience one is looking for in real estate ownership. The Harrelson Group has been the leading office in the Myrtle Beach real estate market for years and they have recently added a new office in Charleston, SC.

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If you’re in the online lead gen game, you’ll notice that it’s gotten a lot harder lately. 

It doesn’t matter what platform you’re using - deliverability has plummeted, open rates and replies have decreased, and more consumers are sending the dreaded opt-out message. As a result, the conversion ratio from online capture to connection has dropped drastically and the price-per-lead is going to skyrocket. 

With all our communications getting filtered more heavily, sending one-size-fits-all email blasts just won’t cut it. We have to make sure we’re sending valuable content. 

Could automation be killing our lead conversion? How do we escape the opt-out message? 

In this episode, my friend and business partner, Abe Safa returns to talk about how to deal with the lead conversion challenges we’re all facing. 

Ease off of automation. The first attempt to reach someone can’t be automated. -Abe Safa

Things You’ll Learn In This Episode 

• Ease off the automation  Adding automation to our lead gen efforts makes us more efficient, but could that be harming our conversion?
• Spam texting isn’t lead generation  For a really long time, we got away with sending one-size-fits-all content blasts instead of authentic, valuable content. How do we get back to quality over quantity? 
• How to stop the STOP messages  We’re less likely to be on the other end of an opt-out if we’re an added contact. How do we ask them to save our number? 

Guest Bio

Abe Safa is a real estate coach, top agent at Century 21 The Harrelson Group and partner in Real Estate Solutions. He grew up in New York and moved to the Myrtle Beach area to attend Coastal Carolina in 1988. Since graduating in 1991, he's lived there and has owned several successful retail stores. Abe started working at age 13, and has been selling or running businesses for over 34 years. He went from being a new licensee, to having over 100 transactions per year. His business background and experience in negotiating and marketing, combined with his unique and precise analytical skills, leaves no doubt that he is a valuable resource. Abe loves to challenge himself and believes that life is all about growing and improving yourself and your community. To learn more, head to https://realestatesalessolutions.com/. 

About Your Host

Greg Harrelson is a real estate agent, coach, trainer and owner of Century 21 The Harrelson Group. He has been in the real estate business for over 20 years and has been professionally trained by coaches like Mike, Matthew, Tom Ferry, Chet Holmes and Tony Robbins. He is in the top 1% of all Realtors nationwide. His goal is to empower his clients with the information necessary to make sound financial decisions while being sensitive to the experience one is looking for in real estate ownership. The Harrelson Group has been the leading office in the Myrtle Beach real estate market for years and they have recently added a new office in Charleston, SC.

Want To Level Up Your Production? (and live anywhere in the Carolinas)

Check out www.gregharrelsoncareers.com

Learn more about Infusionsoft for real estate: http://www.realestatesalessolutions.com/

Check out this episode on Apple Podcasts, or Spotify, and don't forget to leave a review if you like what you heard. Your review feeds the algorithm so our show reaches more people. Thank you!

The secret to building an extraordinary real estate business isn’t as complicated as so many people make it out to be. In fact, the most successful agents keep things really simple.

The secret is all about following a routine that lets you take advantage of your momentum. Instead of trying to execute on difficult things, there are 9 simple things that will lead to massive success in this business.

How do you build a daily routine that makes success inevitable?

In this episode, I talk about how to build an extraordinary real estate business in the most simple way. 

To build booming real estate businesses, we have to tailor our strategies to who we are and where our strengths lie. No two agents are the same, and every market is unique. We have to capitalize on what sets us apart from everyone else. 

That being said, there are some tricks of the trade that will always help us grow, whether we’re new to the industry or looking to reach the next level. 

Which tactics have stood the test of time and helped agents reach new heights of success over the years? As bought leads become the norm, are there any reliable ways to build our businesses organically anymore?

In this episode, Co-Founder of Forward Coaching, Debbie De Grote shares the foolproof tactics that have helped agents grow their businesses both past and present. 

Be consistent. If you do lead gen everyday and you’re great at follow up, everything else takes care of itself. -Greg Harrelson

Three Things You’ll Learn In This Episode  

Why we need to stay consistent with strategies that work

The secret to long-term success is to continue doing income-generating activities everyday. Don’t stop prospecting or lead generation after seeing results, keep doing them to see even bigger returns over time. 

How to build a bigger sphere without buying leads

Buying leads has become the easy way to find more business, but it’s still possible to grow a sphere organically. Focus on nurturing existing relationships and keeping leads in a funnel. 

How to attract the ideal client as the world moves online

One thing that’s stayed the same over the years is the importance of getting in front of our leads, but what has changed is how we do it. Focus on becoming a “wise advisor” to the ideal client by offering value through educational online resources and events. 

Guest Bio- 

Debbie De Grote is the Co-Founder and CEO of Forward Coaching, and a sales expert with 16 years of experience in real estate. She first joined the industry to put herself through college, but later realized her love for real estate and never looked back. She is passionate about coaching and has coached some of the biggest names, not only in real estate, but across a number of industries including title, mortgage, insurance, and more. 

To find out more, go to:

https://forwardcoaching.com 

https://www.linkedin.com/in/debbie-de-grote-822a8477 

You can also email Debbie at:

debbie@forwardcoaching.com

With all the challenges we’ve faced in 2020, many agents have begun to feel down on themselves and it has taken a toll on their productivity. It’s more important now than ever to focus on our inner games and make a concerted effort to be more positive. 

While we’re facing unprecedented obstacles, it’s important to remember that we have the power to shape our own destinies. By changing the way we think about our reality, we can overcome any barrier we face.

How can we make the shift from self-limiting beliefs to a more optimistic outlook? Is there a way to ensure that we believe we have what it takes to reach our goals? 

In this episode, real estate coach and host of the Top Listing Agent Show podcast, Chadi Bazzi shares how to stay bullish in the face of difficult circumstances.

The key to success has nothing to do with what you do and everything to do with how you feel while you’re doing it.-Chadi Bazzi

Three Things You’ll Learn In This Episode  

• How to make our affirmations more effective  Affirmations only work when we believe in them, so we have to break the cycle of scepticism. Do this by thinking of something we know to be true and paying attention to where the voice in our heads says ‘yes’. Once we know where that place is, we can start focusing on moving our affirmations to that spot.
• How to interrupt the behaviors that hold us back We all do things that help us get our heads in the game. These are called our “anchors”, and identifying them makes it easier to switch into a state of flow and productivity. 
• Why the quest for positivity and self-belief is never-ending Finding our anchors and trusting our affirmations is only the first step to a more positive mindset. If we want to see consistent results over time, we have to commit to believing in ourselves every single day. 

Guest Bio- 

Chadi Bazzi is the owner of Top Listing Agent, a coaching company dedicated to teaching agents a more authentic way of selling. He is devoted to helping agents believe in themselves and their abilities. Chadi is also the host of the Top Listing Agent Show podcast, and the developer of Listings on Demand. 

To find out more about Chadi, head to:

http://www.chadibazzi.com/about/

Listingondemand.com

We’re living in scary times, and a lot of agents are worried about what tomorrow holds. However, sometimes what keeps us from reaching our dreams isn’t extenuating circumstances. Sometimes the roadblock is our own mindset, and we’ve become too comfortable with the current situation we’re in. 

Whether we’re battling issues beyond our control or our own self-limiting beliefs, it’s important to remember that we have power over the way we respond. Sometimes what scares us the most is success, and it’s important for us to address that if we want to progress. How can we tap into that power and stop being paralyzed by fear? 

How can we shift our focus away from worry? 

In this episode, renowned real estate coach and owner of Century 21 Masters, Neil Schwartz shares how to stop letting fear throw us off our game. 

You’re stuck where you are because it’s okay with you, and that goes for any level. -Neil Schwartz

Three Things You’ll Learn In This Episode

How to stop beating ourselves up for not reaching goals Not achieving our goals is disappointing, but it’s not the end of the world. Slow and steady wins the race, so as long as we keep doing the work we need to do, success will come. 

How the fear of success holds us back We’ve all heard of the fear of failure, but often what really holds us back is the fear of achieving success and not being able to replicate it. We have to stop letting the fear of bruised egos get the better of us.

The issue with looking too far ahead While it’s important to have goals for the future, thinking of every move we need to make to get there is an easy way to overwhelm ourselves. Take one step at a time and trust the process. 

Guest Bio- 

Neil Schwartz is a real estate industry veteran, nationally recognized coach, and the Owner of Century 21 Masters. Prior to starting his own business, Neil ran the largest Century 21 company in North America, with over 600 agents. Neil is one of the original Mike Ferry One-on-One coaches, and during his 39-year career, he has been celebrated for his ability to zero in on the agents who need his help most. 

To find out more about Neil, head to:

https://www.linkedin.com/in/neilschwartzofficial

https://www.century21masters.com

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

http://neilschwartz.net/

You can also call or text him on 

951-212-1911

In difficult times like these, it can be hard to know what to focus on in order to keep our businesses going and stay motivated. Some people would say we should coat everything with optimism and positivity, while others want reality and truth. 

Should we commit to constant optimism if we want to see results, or should we accept the negative? 

The answer isn’t as simple as choosing one of two extremes, it’s about balance and taking action. What is the right dose of both optimism and negativity in challenging times and markets? How do we stand out from all the other real estate hopefuls? 

In this episode, real estate coach from Real Estate Skill Builder, David Fanale joins me to discuss mindset and the art of differentiation. 

A good mindset isn’t all about optimism. Deal with the brutal facts in front of you. -David Fanale

Three Things You’ll Learn In This Episode  

• A good mindset is not always an optimistic one Particularly in crisis markets, successful agents are those who deal with the reality of their current situation and put in the work to handle challenges as they come. 
• The importance of going above and beyond expectations It’s not enough to be good at what we do, we have to differentiate ourselves by having advanced skills. Especially in an uncertain market, consumers are looking for agents who stand out. 
• Why you shouldn’t wait to take action  Don’t halt growth by waiting to be ready to take the next step. We have to commit to our goals by deciding what we want and what we’re willing to do to achieve them. 

Guest Bio- 

David Fanale is a real estate coach at Real Estate Skill Builder. He has extensive experience in the industry, having been a broker/Owner for over two decades. For years, David has helped agents become real estate professionals through his methods and techniques. Many of them have gone on to become top producing agents. David, with Real Estate Skill Builder, offers one on one and group coaching, with different programs that vary in length. Dave is also the host of the Real Estate Talk-TGIF podcast.

To find out more about David, head to:

https://www.linkedin.com/in/dfanale/ 

https://www.realestateskillbuilder.com/ 

Davefanale.com 

https://www.buzzsprout.com/279654 

https://www.youtube.com/channel/UCzmEjMjzHsbOQNWMI5Ov7Ug

You can also reach him on:

201-376-6945

Books mentioned on this episode:

Four Seasons: The Story of a Business Philosophy by Isadore Sharp

https://www.amazon.com/Four-Seasons-Story-Business-Philosophy/dp/1591845645

In light of the uncertainty brought on by 2020, consumers are beginning to demand more skill from real estate professionals. So if we want to stay in business, we have to deliver. 

Should we be taking risks during this period, or is now the time to play it safe? What do we need to change in our business models?

Luckily for us, the core principles of a successful business haven’t changed much. Instead of making major changes, we need to keep doing the activities we’ve always done. We just have to change the way we’re doing them.

In this episode, Founder and President of Club Wealth® Coaching and Consulting, Michael Hellickson shares how to adapt our strategies in an uncertain market.

Keep doing all the activities you used to do, but do them differently. -Michael Hellickson

Three Things You’ll Learn In This Episode  

1. Lean in to lead generation Lead generation is non-negotiable for business owners, no matter which industry they’re in. If we don’t generate new leads regularly, we’ll be out of business before we’ve even started. Generate leads every single day, and look into new lead sources every quarter.   
2. Follow up fast Following up with leads is a vital step, and we must increase our speed to leads. Get in contact with potential clients in 30 seconds or less. Anything longer is too long. 
3. Convert with the client in mind Far too often, as agents we speed through transactions, but we shouldn’t be. Instead of rushing things for our own benefit, we have to keep the client in mind and take every part of the process one step at a time. 

Guest Bio- 

Michael Hellickson is the founder and President of Club Wealth® Coaching and Consulting- the #1 Coaching Company in the World in the Team space. Michael sold real estate for over 20 years, and was among the top 1% of all agents nationally, before he even graduated high school! At the pinnacle of his sales career, Michael and his team were #1 Nationwide, out of over 1,000,000 real estate agents and teams. In addition to posting big numbers in retail and REO, Michael is considered by most to be the #1 short sale expert in the World. During his career, Michael has spoken to thousands of agents and organizations nationwide and has also been featured on several national television and radio programs including Glenn Beck, CNBC, The Dave Ramsey Show, and The Fox Business Network among many other local and regional programs.

To find out more about Michael, head to:

https://clubwealth.com/ 

https://www.linkedin.com/in/michaelhellickson 

And to take advantage of the free offer mentioned on this episode, text ‘Club Wealth’ to 727-287--5993 

Why let uncertainty slow our businesses down? If we can adapt our methods to the world right now, we can grow and thrive. 

In this episode we discuss how to take advantage of virtual technology, and keep our virtual meetings informative and professional so they deliver results.

To thrive during times of uncertainty, you have to be versatile and open to communicating through a range of channels. -Brendon Payne

Takeaways + Tactics 

• Give clients options. Some people are more comfortable speaking on tools like Zoom, while others prefer a phone call. Be flexible.
• Don’t cut any corners on the content and goals of the meeting. The conversation we have virtually is exactly the same as the one we would have in-person.  
• Share important documents with clients ahead of meetings, so that we can stay on track and on time.

To see terrific results in our businesses, it’s vital we create an effective and supportive working environment. How can we build a great company culture? What can we do to show every member on our teams we care about them?

On this episode, Broker/Owner at RE/MAX Results, Lisa Ritter shares how to instill a great company culture. 

To have high energy you need to be surrounded by the right people. You are the sum of those closest to you. -Lisa Ritter

Takeaways + Tactics 

• The key to a great business lies in a great company culture. We have to be surrounded by the right people to see the best results.
• Create a happy working environment by making sure everyone gets along. We can do this by letting existing team members have a say in the recruitment process. 
• Make sure every team member feels supported. To build a loyal team and retain talent, we need to show we care about them on a personal level. 

Guest Bio- 

Lisa Ritter is the Broker/Owner at RE/MAX Results in Omaha, Nebraska. Lisa is passionate about her real estate career, and has been making Home Buyers’ and Sellers’ dreams a reality since 2001. Since opening RE/MAX Results in 2011 alongside her husband Dennis, she’s worked hard to create an office that has a vision for providing the best results in the industry for their clients, agents, and company. Lisa and Dennis have won a Best of Omaha Award in the Realtor category in 2013, 2014, 2015, 2016, and 2017 – winning first place in both 2015 and 2016. Lisa has also served in a number of leadership roles, including the 2010 Omaha Women’s Council of Realtors President, 2012 President for Omaha Area Board of Realtors, 2014 Nebraska Realtors Association President Elect, 2015 Nebraska Realtors Association President, and in 2019 she was appointed as the broker at large member of the Nebraska Real Estate Commission.

To find out more about Lisa, head to

https://www.ritterssellomaha.com/ 

https://www.linkedin.com/in/lisaritter/

You can also contact her directly on lisa@omahare.com and 402-612-2413