How To Nail Your Next Listing (From The Agent Who Wrote The Book On It)

Jordan Cohen is a force of nature. When you talk to him via email or video chat, you can sense his energy and enthusiasm as a real estate professional.

in his new book agents edge, Cohen conveys his love of real estate to readers in an engaging narrative. Packed with practical advice, it goes beyond the basics and includes scripts and scenarios to ensure the success of your next customer interview or listing launch.

I spoke with Cohen about his book, his writing process, and what’s most important to Inman readers, the secrets he shares to get and sell the next list.

Here is your introduction: Why read another real estate book? With that in mind, why read another real estate book?

I truly believe my book is the first real estate sales how-to book with proven tactics and strategies written by a productive, active real estate agent who is still in the field. why? To do my best to convey what has worked for me throughout my 33-year career.

You said you wrote the book in early 2022. Was it difficult to write with a positive mindset in the not-too-distant past with the havoc caused by the pandemic?

To be honest, I feel my strategy for success is timeless and works in any market. At the end of the day, agents need to have the skills to win interviews on the competition list, and I honestly feel like I’m giving them more than they need. I don’t think it matters what the market or economy is doing.

After all, we have to compete with our friends and colleagues. And the best agents will win and make money.

It infuses timeless strategies, such as the photography chapter.i say good words [in the book’s scripts] Let your agents feel like experts and help them win. If the seller were to interview her two agents, my wording would win.

The majority of realtors are in trouble, partly because reality shows have made our profession a very sexy and cool job. Now that it’s a great job, more new agents come in every day than ever before.

Remember, the average seller interviews with three real estate agents before selecting one.2 out of 3 agents lose so I want to give it to her 1 agent [who’s read my book] Winning is better than losing.

You have built your career as a private agent. Could you share with your readers how your book speaks to agents who work as team members?

Thirty-three years ago, all real estate agents were sole proprietorships, so I started my career as a sole proprietorship. The team didn’t exist at all. We had to develop our own skills and strategies for our agents to survive.

After all, we are a commission-only business. Therefore, all agents, whether they are on a team or not, need to find the skills to make money. Hopefully, all of these agents will develop the confidence and skill sets to become independent team leaders one day.

Who do you think this book is primarily aimed at: rookie agents, mid-tier agents looking to scale, top producers (or all of the above).

Definitely everything. Agents of all levels invest thousands of dollars in seminars and coaching, all hoping to get useful information to increase their productivity. I get asked all the time for coaching, webinars and online activities [training].But I think I did all the seminars [in this book]. If I were a new agent, or any other agent, I would look at this and say: Can’t wait for the next listing interview. “

What would you say to someone considering creating content, whether it’s an entire book or just starting a blog?

Listen, the more successful agents can contribute, the better. We are a close-knit community of realtors. I think we should all look out for each other.

Therefore, if a real estate agent reaches a high level, I am very lucky to have the title of “number one”. The World’s No. 1 RE/MAX Agent” opened the way for me to become a published writer, so I am very grateful. But I think realtors who can write blogs that help other realtors are great.

What’s the secret to securing your listing?

Confidence is contagious. Excitement is contagious. The only way to have that confidence is to have a well-planned and well-rehearsed listing presentation that answers all the questions a seller might have without being asked.

At the end of every presentation, I know I’ve succeeded when I can turn to the seller and say, “Any questions?” Then they say, “No, you answered them all in your presentation.”

It also shows that you gave a great presentation if the sales person not only wants to hire you, but feels they need to hire you to meet their goals.

What is the secret to selling?

Pre-sale.to know as much as possible [as possible] Whether you’re an agent or not, about the buyer and what they’re really looking for before they even set foot in their home. The more you know about that buyer and what motivated them, the better.

Understand objections in advance and emphasize or reinforce features they are already asking for. For example, the buyer may have two children, need a pool, swings and sports he needs enough grassy area for a court.

Knowing that, you can clearly point it out and remind them of how important it is when you’re showing them around the property. Finding out what they really want will help you overlook some of the home’s flaws they may not like.

How does a new agent get on the initial list?

After reading my book, you will be able to present really good lists. And if you practice what I have said, you will have more confidence in yourself and your ability to push your opponents your way.

If you don’t have confidence in your presentation, you won’t be able to do well in an interview. New agents don’t say, “Interview me, you’ll be glad you did.” If you’re not even sure what you’re going to present, try saying, “Let me show you what I do differently.” So if you have a good listening presentation, you will win in competitive situations and your business will grow.

I am always asked, “What is the most important thing a real estate agent should learn to be successful?” I dedicate chapters 6-7 of her book to presenting lists because I believe it is the most important skill set an agent can have. A great listing presentation will create more opportunities than ever before.

In other words, if a real estate agent contacts a seller after a sales call and the seller says, “I already have a contract with another real estate agent,” if I am not confident in my presentation, I will say, ” Okay, if that doesn’t work, let me know.”

But if you have a lot of confidence in yourself, you’ll say, “If you haven’t signed a contract with that agent yet, interview me.” Let me introduce you to what I do differently. The worst-case scenario is that you’ll learn new strategies and techniques that other realtors can use. just interview me Give him half an hour to demonstrate that I am better. ”

In my book, I offer realtors of all levels to talk about more than just compensation and past honors and their companies. I provide enough practical and actionable strategies for someone to actually get involved and have more conversations about what they are going to do for the seller and what they have done in the past.

In your book, you are talking about an agent who claims that you should spend as little money marketing your listings as possible. Can you talk about why you think that’s bad advice for the market today?

All you have to invest in is yourself. So, the point is, never say “spend your money”. I say “invest”, so invest in yourself. I’d rather invest in something I can control than invest in stocks and bonds I can’t control.

So for me, investing in marketing pays off in many ways. One helps you sell your products and two helps you promote your brand. Money has to be invested, so when I hear real estate trainers say, “Don’t spend a dime,” I cringe. It’s not an expense. It’s an investment.

What KPIs do you look for to know if your listing marketing is working?

In other words, I have no technology. I have no analytics capabilities. Ultimately, it’s trial and error. That’s why I invest in specific print publications that I know will deliver results.

I invest in high-level mailers and listing brochures, not selling the listings to people who may not know about the home, or flipping through the Internet all day, every day, but making a profit out of it. Because we know we can get it. Every day, I’m looking for a specific home, but at the same time building my own brand in the most tasteful way possible.

I am always trying new things. And if one succeeds, it continues. We will actually strengthen it. And take it to the highest possible level.

Do you plan to keep updating this book as technology and industry changes over the next few years? Will there be future editions of The Agent’s Edge?

Yes, I would love to write a book in this series. agents edge Titles covering all aspects of residential real estate.