Jess Lenouvel

The Ultimate Guide On How To Close Real Estate Deals In 8 Simple Steps

Want to know a winning framework for how to close real estate deals every single time?

You’re in the right place.

A lot of agents tend to overcomplicate sales. But in reality, sales is simply connecting the right person with the right solution.

Jess sat down with world-class entrepreneur and legendary high-ticket sales expert, Erica Martin, to discuss the 8 steps you need to get an easy “yes” during your next listing presentation.

Let’s get into it, shall we?

1. Warm-up

The very first step of your real estate listing presentation, or as I like to call it – your listing conversation (because it should really be a 2-way street!) is your warm-up.

If you want to close more real estate deals, making your prospect feel at ease is key.

Your warm-up is all about breaking the ice. Think typical small talk.

Ask how they’re doing, how their day was, how whatever thing they had going on recently went.

The key here is to know who you’re talking to. How well do you know your ideal client avatar?

That way, you can personalize the warmup phase. If you’ve already interacted with your prospect, you should have some familiarity with who they are as a person. 

In Erica’s words “People will break contracts. But they won’t break relationships.”

If you can get to know your potential clients on a personal level, it sets a solid foundation for the rest of the listing conversation. 

Depending on how long your listing presentation lasts, the warmup phase can last anywhere from 5-10 minutes.


2. Setting expectations

From a psychological perspective, people always like to know what’s coming. Especially when sales are involved. 

Setting expectations is the step that so many agents forget when trying to close real estate deals.

You have to set the agenda and give a walkthrough of how the conversation will go.

When you do this correctly, you immediately put your prospect at ease. 

You want to detail the structure of the conversation as well as let them know what will happen at the end if it turns out you’re a good fit to work together. 

So often, we’re nervous about sales or we’re really hungry to get the listing – and so we shy away from being “sales-y”.

But if you don’t tell them upfront that you will be presenting an offer…it can often feel like a bait and switch at the end.

Your listing presentation script might go a little something like this:

Agent: Is it okay if I set some expectations with you about how this listing presentation is going to go?

Prospect: Yes, sure.

Agent: First, before I get into my presentation, I really want to find out more about you and what your goals are, and where your head’s at on this. So is it okay if I just ask you a bunch of questions to get to know you a little bit better? 

Prospect: Of course.

Agent: Okay, wonderful. And then once I get a good picture of your vision, then I’ll talk about methodology and how we can get there together.

Once you get a ‘yes’ after this part, you can move on to step three of the sales framework for how to close real estate deals.


3. The Promise

The promise is a key component to closing more real estate sales.

For one thing, it saves you if you’re talking to somebody that’s not qualified for your offer.

Delivering the promise part of the sales framework might sound something like this.

“I want you to understand something about how I do business. I promise you that if I can help you with this and I feel 100% confident I can get you results, we’re going to partner up to get this listing on the market and achieve your goals.

But on the flip side, I’m a really straight shooter.  So if anything comes up where I don’t think that I am the right person to help you, I will not waste your time. I will let you know right away if I’m not the best person to list your home, and if I can, point you in the right direction.”

The promise takes the pressure off of your prospect. It allows them to be more present and open with you during the conversation. 

AND it makes sure you don’t waste either party’s time if a lead isn’t qualified for your offer. 

An example of someone who wouldn’t qualify might be someone who wants to list their house for 50% over what you believe their house will sell for.

When you let the client know you’re selective and only work with people who are the best fit for your offer, the power dynamic switches.

Instead of the seller sitting on their throne thinking, “You’re here to fight for my listing” – you’re able to change the dynamic… and communicate that the conversation is actually a 2-way vetting process. 

In a moment, you’re able to convey the message that you don’t work with just anyone.


The Listings Lab Blog - How To Close Real Estate Deals

4. Qualify

Learning how to qualify during a listing presentation is key to signing clients who are a perfect fit for you.

As stated above, knowing what your potential client wants to list their home for is going to be a big part of the vetting process.

An old-school listing presentation will walk someone through a CRM and then at the end tell them what their suggested price would be.

In my opinion, that’s not the right way to do it.

Instead, you should be getting their expectations right from the beginning. This way, you’re able to handle all of the objections that may come up between the first initial time they share that number with you and when you give your suggested pricing.

There needs to be some objection handling, especially if those two numbers are different. 

Two ways to qualify prospects would be:

  • Timeframe
  • Expectations

For timeframe, you need to understand: is this person setting up conversions for a move their planning next month, or in two years?

For expectations, you want to know what’s driving their move. People never move because it’s fun. People move because there’s something in their current situation that they want to change.

5. Personal Questions

In step five, you want to start asking personal questions to confirm that their expectations are in line with your offer. 

A key part of this step is making sure you have all the important decision-makers present for the listing conversation. 

I’m sure we’ve all been in a situation where you’re meeting with someone and then at the very end of the conversation they tell you, “Ok, well I need to talk with my dad”. 

It can be a huge issue because the primary decision maker wasn’t in attendance, and now you’re relying on someone ELSE to present your methodology. It’s much tougher to close a deal without any of the psychological buildup, without any of the proper positioning.

If you were in this position, your best bet would be to reschedule the conversation for a time when you have all decision-makers present. 

Once you’ve asked questions about their timelines and expectations and have gathered all of the decision-makers, it’s time to dig into the emotional reasons why they’re moving.

For example, maybe their family is growing and their house is too small and they’re upsizing. 

If this is the case they might be feeling some internal pressure.

Get to the heart of what’s motivating them at a core level. 

6. Enroll them in a vision

In old-school sales formulas about how to close sales, there’s a lot of digging the knife into the pain point. 

But this framework for how to close real estate sales isn’t about that. 

While yes, you do want to unearth their pain points, what’s even more important is building a vision together. 

You want to create a vision for them that’s even bigger than what they possibly imagined.

If you give them a new way of looking at things, you’re giving them value before you’re even working together.

The goal is to illuminate the pain point and show them there’s a better way – without it ever feeling icky. 

You’re allowing them to see the true reasons why they should be making this move and how well you understand what they’re going through. 

At the end of the day, you’re trying to build a deeper connection than all of those other agents who have come in, talked at them for 45 minutes, and then told them that they’ll list for 1%.

When you’re able to build a relationship with a prospect, it’s no longer about being the fastest or cheapest. 

This part of the listing presentation is also a great time to share some real estate testimonials and case studies. 

You might say something like, “I totally understand where you’re at. You know, you remind me of my clients, Kate and Matthew. They were in the exact same position when we first started working together.”

Showcasing client stories helps give you an element on credibility and shows your prospect they’re not alone. 

7. Offer presentation

Once you’re in agreement on the vision, it’s time to present your offer. 

You can ask them if they’re ready to hear about how you can achieve that vision together using your proven methodology. 

Again, you want to make sure you’re having that back-and-forth communication. In the industry we call this a listing presentation, but it should really be called a listing conversation. You should never be talking at someone. 

When you’ve set up the conversation correctly up until this point, presenting your offer should feel seamless.  

You’ve created the emotional buildup, and your offer presentation should practically explain how you’ll achieve the results together. 

Humans are emotional creatures. We make decisions emotionally first, and then back them up with logic.

Too many agents go on a long sales pitch. When really, the key to closing real estate deals is to set the conversation up the correct way.

As you’re presenting your offer, you want to constantly be receiving their buy-in. Ask them questions to see if things sound good and confirm you’re both still on the same page. 

8. Close & congratulate

If at this point, you’re both in agreement, it’s time to hand over the listing agreement and have them fill it out. 

After everything is done and sorted is when you get to congratulate them and be excited.

When it comes to closing any kind of sale, but especially something major like a real estate deal, it’s SUPER easy for people to talk themselves out of things down the line.

Which is why you want to come prepared with some sort of agreement, even if it’s just an exclusivity agreement while the house is getting prepped, or some sort of letter of intent.

When people sign something or a proper, solid agreement is made, there’s more commitment from both sides.

It helps things feel solid and locked in rather than tentative.

A key point here is not to get excited before you have a signed agreement. It can almost make your prospect wonder if you’re pulling one over on them.

Instead, maintain a calm, authoritative confidence. 

When getting them to sign, make sure you’re clearly explaining each step, what each part covers and where they need to initial or sign.

And when both parties have officially signed, that’s when you’re able to move on to the celebration phase. 

Congratulate your client on taking action toward their new chapter in life, and show your enthusiasm for getting to support them through this life transition.

The next time you find yourself stressing over how to close real estate deals, come back to this post.

And make sure you hit every step of the framework for the highest chance of success!

Want to learn more from Erica? Follow her on Instagram here.

And for daily real estate agent business and marketing tips, you can follow me here.


How To Build A Winning Signature Real Estate System That Gets Your Clients Consistent Results

Want to know the biggest difference between run-of-the-mill six-figure agents and multi-6 and 7-figure agents?

A signature real estate system. 

Six-figure agents sell themselves. 

But seven-figure agents sell their system.

I know this because I was guilty of it, too. 

I built a business where everyone knew my name. It was all about me. 

Referrals were coming in fast and furious—but the clients only wanted to speak to me directly. They didn’t even want to talk to my assistant.

They wanted to know when I would be calling them. Because of this, everything became single-threaded through me—every conversation, every email, every phone call. 

My biggest mistake?

I didn’t have a repeatable real estate system.

The Listings Lab Blog Image - Real Estate System

How To Develop a Signature Real Estate System

If you want to build a real estate team, there’s no way around it, you need a standardized process.

You *need* to have a standardized client process that is branded and marketed that you can start passing off to agents on your team if you want to scale your real estate business.

A Signature System solves the problem of clients who refuse to work with anyone other than you. 

It makes sharing your leads and clients amongst your team that much easier – because your clients have bought into the system…not just you. 

Your system is the foundation from which you build your SOPs (standard operating procedures). 

SOPs allow your team to execute your system at a very high level—no babysitting necessary. Every single client is taken care of, maybe even better than you could have taken care of them on your own.

Clarity is Key

When developing your system, it’s important to keep it simple. You want to structure it so that clients understand it right away. 

Tell them:

  • What the system is
  • Why do they need it
  • What are they getting

Many agents fall into the trap of reinventing the wheel for every single client.

But if you’ve taken the time to carefully select an ideal client avatar, your ideal clients should all be facing a similar problem.

Whether they’re families looking to upsize or corporate millennials looking to get into the condo market, you want to create a signature real estate system tailored to getting YOUR specific clients the results they’re looking for.

Take a moment to take inventory of your ideal client’s needs.

  • What results are they looking for?
  • What’s going to make them happy? 
  • What problems are they facing?

Then you’ll build your solution based on those answers. 

A signature process means you’re able to deliver the best possible experience – no matter which agent on your team is using it. 

Having a system creates predictability, which is a key ingredient to being able to SCALE your real estate business.

Choose Your System’s Pillars

You want your system to have a methodology in the same way my book, More Money Less Hustle has a methodology. Once you have the pillars, or cornerstones, of your methodology fully built out, they become the foundation for your system or process.

Name the entire system—and each pillar—so that it becomes the core of your work and the backbone of your business. This system will be what sets you apart from the crowd. It also gives you the framework you’ll use to build out all of your services.

Your client has to understand why each step happens at that particular part of the process. Explain the pillar and what it entails but limit that explanation to just a few sentences. Boil your system down to its absolute essence for your clients. If you tend to get wordy when describing things—don’t. Your descriptions must be refined and clear. 

Get Them from A to B

If you’re a savvy real estate agent who’s already served dozens of clients, chances are you already have a signature process of some sort.

You most likely just haven’t nailed it down, documented it, or named it. 

The problem with having a loose set of steps you follow in your mind rather than a documented process is that it gives the impression you’re flying by the seat of your pants. It also contributes to the perception that no one else can “do it” other than you. 

Having this Signature System will become your unique value proposition. It’s your differentiator. 

The most important thing you will express through your system description is how you’re going to help your clients get from A to B—from their current situation to their desired outcome. 

People don’t move because it’s fun. It’s not. 

People move to solve life problems or to build a better future. The key here is to understand what isn’t serving your potential clients in their current situation and to understand what they see as the vision of their future after the move. 

To convey this, you should have a guide that walks them through the process. This same guide should also serve as your listing conversation documentation.

The Real Estate System as Marketing

Your Signature System isn’t just how you do business.

It’s also how you MARKET your business.

You can—and should—use your Signature System as a cornerstone of your marketing. It can serve as an education piece so that people buy into not just you, but what you do. 

The real estate system becomes a secondary piece to make your business scalable. It makes the handoff of things within the process so much easier.

If you’ve laid out your system in clear terms, addressed your clients’ pains, and offered solutions, you’ll have their buy-in.

If you’ve done your job correctly, this buy-in eliminates objections when you explain that you’ll be bringing in another member of your team who specializes in solving a particular part of their problem.

The creation of the Signature System may seem overwhelming, but it definitely doesn’t need to be — not if you follow the method below.

Start With Their Pain Points

The first thing you want to do is to start with your client’s pains and problems.

What are they in their most specific form? It’s important that you don’t just guess but that you find out from your ideal clients—past or present.

For example, an upsizer might realize that the cute starter home they bought isn’t actually family-friendly when they’re lugging their child up and down a staircase to change them several times a day.

You want five steps maximum in your process and only want to include the steps that your client or prospect will see. Ask yourself:

“How can I take what I would normally do and apply this very specifically to solve the main problems that I’ve identified?”

For the upsizers, most agents will start with a needs and wants assessment. I disagree with starting there because upsizers often aren’t looking at the bigger picture. 

They need help seeing that their current home can serve larger wealth-building goals. What they need the most support with is creating a long-term plan that ensures the move they’re about to make sets them up for success. What you would do for someone selling their third home is very different than what you would do for someone selling their first. 

Knowing and acting on this is how you build lifelong clients.

Remember: You’re not just working for the transaction. 

Your goal is to create influence with that person—for life. You want to be their trusted advisor forever—and becoming that advisor starts with the first step of this process.

Because of this, every step has to be very intentional.

Ask yourself:

Why is the next step you choose important? And why is it in this particular order?

When you do this, you’re able to look at a whole process holistically and break it down into steps for your clients to easily understand.

Your relationships and trusted sources can also be included in this process, too. Your “team,” including your mortgage lender, lawyers, etc., can be very useful in helping take some initial stress off the clients’ minds.

Automate While Staying Personalized

Including automation in your real estate signature system is key to helping you and your team deliver efficiently. 

Just keep in mind that your clients never want anything to feel automated. They want to feel that their relationship with you is special.

At the end of the day, everyone just wants to feel seen and heard. 

When you can do that for your clients, they’ll never want to go anywhere else. And it changes the types of conversations that leads have with you.

Every day, our members get emails asking, “Do you have space in your schedule to take on new clients?” and not, “I’m interviewing five other agents. Can you do a deal for 1 percent?”

When you sound like a professional with a solution that caters to people’s problems, you become the go-to expert in their eyes. And that means your sales conversation isn’t really about sales as much as it is about confirming the fact that you want to work with them.

Are you ready to get started creating a signature system that turns leads into clients for you?

This is exactly what we teach inside The Listings Lab. 

Check out all of the program details and apply here to start scaling your real estate business to  multi-6 and 7-figures.

5 Things Heather Did To Explode Her Real Estate Business To 7 Figures

Heather Hadden is one of our STAR alumni from The Listings Lab. 

She started the program in December 2020 and has grown by leaps and bounds since enrolling. 

Just six months after joining the program, she doubled her business. 

She remembers having a crazy sales goal for 2021, and not believing it would actually happen.

Heather’s goals are so big they scare her sometimes…but she always manages to hit them!

What makes Heather one of our most successful agents to this day is her coachability but also her insanely driven attitude. She never shies away from taking action! 

To give you some context of how far Heather’s come in just a short period…

The other day I was looking at a screenshot Heather sent us a couple of years back,  talking about how she’d done twelve deals with her team in six months. 

These days, she and her team probably do about twelve deals a MONTH. 

In terms of volume, Heather does hundreds of millions a year.

Want to know *exactly* what Heather did to scale her business to multi-7 figures so quickly? 

The Listings Lab Blog - Real Estate Business

1. She Got Consistent And Omnipresent

Part of what makes Heather so successful is her consistency in marketing.

Most agents will get busy with deals and then pull back. They’ll think to themselves, “I’m too busy to keep marketing”.

Not Heather.

Heather makes sure her marketing is a top priority, no matter how busy she gets.

She shows up regularly, across all platforms. She’s omnipresent, and potential clients notice.

2. She Stepped Into Her Authority

As fun and lighthearted as Heather can be, she’s also a total boss.

At The Listings Lab HQ, we described it as Heather stepping into her queen energy. 

She’s like a mother hen that a lot of people in this space look up to. She knows her stuff, and she’s not afraid to show up with confidence.

When Heather embodied her authority in her marketing, things shifted even further. 

She’s not afraid to crack some jokes or show up to a Zoom call in pajamas.

AND she’s a total leader in this space.

3. She Prioritized Video Marketing

Heather notes that the reason she’s so consistent isn’t because she LOVES making videos. 

It’s because she’s seen first-hand the power of video marketing for her real estate business. 

A lot of the time, she isn’t in the mood to create content. But she understands that she isn’t creating video content because she’s enjoying it – she’s doing it because it gets results. 

Now, creating videos is always #1 on her priority list. It’s more important than anything – than operations work, than Facebook ads, or anything else on her plate.

Embracing video marketing has taken Heather to a whole other level.

She’s constantly got clients in the pipeline because she’s always staying top of mind through her social media video content.

Since Heather prioritized videos, she’s never had to chase clients.

I talk to so many agents who are scared of this new market. Who have nothing in the pipeline. 

And on the other hand, we have Heather…who tells me she has 90 people in her pipeline. 

She’s got a constant influx of clients, and a majority of them are coming from her social media content.

Or, they might be people who she knows in real life, but hasn’t spoken to in years. They could be an old acquaintance she hasn’t kept up with, but because they follow her on social media, they know all about her business and have referred her to multiple people. 

She’s created a marketing ecosystem that keeps her top of mind at all times and keeps her pipeline full of qualified leads.

Want to know how to do the same?

Download The Listings Lab guide here to learn how to build a marketing machine that fills your calendar with appointments. 

4. She Started Showing Up Authentically

Part of what’s made Heather’s marketing so successful is she started showing up with authenticity and vulnerability. 

For example, she was open about her separation and what her life looked like while she was going through that experience. 

This didn’t feel natural or comfortable, but she knew she needed to show up 100% as herself in her content.

Not only does this genuineness make showing up easier, but it also creates a deeper connection with potential clients.

Just the other day, she had a client reach out, stating her courageous content as the catalyst for reaching out. 

He said:

“You talked about how hard it had been [the separation], the challenge for your kids, and the depths to which you’d felt yourself fall. You also talked about how hopeful and positive you were about the future, what it meant to be a parent, and how important it all was.

It honestly was that post that impressed me the most. It takes courage to talk about that stuff, and I think it deserves recognition. Of course, you’re a professional and offer a valuable service, but I wouldn’t have been as open to it if it hadn’t been for your post about your life”. 

This client not only did a deal with Heather but went on to refer her to multiple other people.

Heather confides that at first she honestly felt a bit cringe-y posting vulnerable content like this.

But when you show up as a real human being, who has struggles just like everyone else, people feel more inclined to reach out.

You become more approachable and more likable.

What’s funny is that so many real estate marketing gurus preach to do the opposite.

We’re taught to put on this “always bubbly, always doing amazing” facade.

We’re also made to believe that we have to fit into a certain mold of what a realtor is “supposed” to be.

We think we need to dress in blazers and put on a corporate persona.

But what you actually need to do is embrace what makes you, YOU.

The more Heather showed up as her true self, the more people started reaching out.

And I don’t mean the odd message every few days. 

Heather gets multiple leads reaching out to her on social media every few days. 

Posting regular, high-value content that showcases her authentic personality has resulted in hundreds of millions of dollars in revenue.

She constantly prioritizes being in front of the right people with relevant messaging – and it’s been the biggest game changer for her business.


5. She Set Up Systems And Delegation 

Building a 7-figure real estate business isn’t just about growth.

It’s about setting up systems to be able to sustain your growth. 

Together in The Listings Lab, Heather worked with us to make sure she was properly set up on the backend to handle all of the new business her marketing was now generating.

From team structure to setting up core values to defining contract policies and so much more – The Listings Lab set heather up with the foundation to build a multi-million dollar real estate business. 

In Heather’s words, she says “I couldn’t have sustained that growth if I didn’t have that other stuff in place. I wouldn’t have been able to service people the way that I wanted to.”

So what does Heather’s team structure look like now, since completing the program?

On her team, Heather has:

  • An assistant
  • A social media and operations coordinator
  • And 10 other agents

She went from a solopreneur to full-fledged real estate CEO leading a team of 12.

We couldn’t be prouder of Heather and the exponential growth she’s created in her business.

If you’d like to get results like Heather and want to fast-track your way to 7 figures, be sure to check out and apply for The Listings Lab.

The Future Of Real Estate Agents: Can We Change The Industry For The Better?

We need to talk about the future of real estate agents.

Because honestly?

If we keep up the way we’ve been going…I’m not sure we have a chance.

You might think I’m being dramatic, but I’m being 100% serious.

I know that other agents see the problems in our industry too, because of the things agents are posting on social media.

But here’s where I think a lot of agents go wrong. They fail to realize something incredibly important.

It’s not agents against each other. 

Our entire INDUSTRY is under threat.

Real estate agents, as a whole, do not have a future unless collectively we decide to undergo a transformation.

If we don’t seriously get our act together, the future of real estate agents looks GRIM. We could ALL be out of a job if we decide we’re not ready for this industry to change.

Stop Bashing Other Agents On Social Media

The reality is, people are focusing their attention on the wrong targets.

I understand the temptation to bash other agents.

Do I agree that the barrier to entry in our industry is too low?


Do I think it should be harder to obtain a real estate license?

Also yes. 

Do I think it’s terribly unfair that the agents who run incredibly professional businesses get lumped together with sleazy, or just plain unknowledgeable agents?

100%, yes.

But do I think the solution is to log on to Facebook and write a nasty post bashing other agents?


Not even in the slightest.

By doing that, it makes agents as a whole look bad.

And despite what you think, it *doesn’t* make you look better.

Other Agents Aren’t Your Competition

We are fighting an entirely different battle than the people who were in this industry 20 years ago.

It’s a battle of survival.

Other agents aren’t your competition…Zillow is. 

Sure, they might be your competition locally.

But what’s truly important is that we’re elevating this industry as a whole. We’re showing up as true professionals and leaders in our community. We run our businesses with tact and integrity.

Because if we don’t? The future of real estate is Zillow. 

It’s going to be an iBuyer system, or some tech company that comes in and wipes us all out.

The entire reason why I’m so passionate about my mission at The Listings Lab is because I want to keep this industry alive.

I want my fellow agents to stay in business.

What You Post Online Matters

It’s easy to rapid-fire off a post criticizing other agents without thinking about its true impact.

Because it doesn’t just impact you.

It impacts everyone.

It impacts all the other agents who are in your community.

And it impacts the public perception of what a realtor is, and the value that we provide.

Think about it like this.

If you influence even just three people in your lifetime to think that agents are not valuable, think about the ripple effect that it could have.

If we don’t do better and elevate our public image, we’re simply not going to be around.

And what happens to every single person who dreams of passing their real estate business down to their child, cousin, or younger sibling? 

They won’t be able to do that. If we continue to degrade the industry, we’re robbing ourselves of the chance to leave a legacy.

Don’t post without considering the true impact of your words.

Real Estate Agents And Perceived Trustworthiness

If we want the future of real estate agents to live on…we HAVE to work to boost our image in the public eye. 

There have been studies done with the general public about perceived trust and integrity.

And sadly, we pretty much came out last (except for used car salesmen).

Tempting as it is to blame others, this is not the public’s fault.

It’s our fault. 

We are not marketing our businesses with integrity.

We are selling scarcity and manipulation. 

We’re plastering our faces over billboards and buses rather than providing any real value to potential clients.

We have to do better.

3 Steps To Protect The Future Of Real Estate Agents

So how can we make sure that as real estate agents, we don’t become obsolete? 

Here are a few simple places we can start.

Step 1: Be Kind to Other Agents

The first step to elevating our industry is to stop trash-talking each other.

I’ve seen it in so many real estate Facebook groups.

(Luckily, The Listings Lab Community on Facebook is an exception. I truly feel pride in the welcoming and supportive space we’ve cultivated for agents to learn and grow from one another. Come join the party if you haven’t already!).

In other Facebook groups, I’ve seen newer agents ask a question and just get absolutely destroyed in the comments.

They get called stupid and get made fun of.

This is not how we collectively level up as an industry.

If you’re an experienced agent, don’t throw it in other people’s faces and make them feel bad for not knowing the things you do.

Instead, SUPPORT your fellow agents.

Prioritize mentorship and leadership.

That is how we grow, together.

Step 2: Elevate Your Marketing

Instead of prioritizing posts that get a few laughs from other agents, it’s time to start marketing in a way that gives true value to your audience.

  • Not cold-calling
  • Not posting “just listed, just sold” posts
  • Not posting generic Canva graphics with quotes like “A referral is the best compliment you can give!”

The more you bother people, the more irrelevant you become.

In The Listings Lab Method, I refer to this phenomenon as ‘being the mosquito’.

I’m SURE you’ve been at a party, or a networking event, and someone introduces you as a realtor. And almost immediately, you can feel the other person sort of pull away.

So why does that happen?

Because people assume we’re going to be sleazy. They assume we’re going to slip a card into their hand. 

If we want to be respected, we need to prioritize relationship marketing.

Serve before you sell.

Post real estate content for social media that actually solves problems for your ideal clients.

Adopt a give-first mentality, and watch as your business flourishes.

Step 3: Get 1% Better Every Day

If you want this industry to be around for the long haul…you HAVE to commit to doing better.

No more discounting your services, doing the bare minimum, or thinking you’re owed clients just because you have a license.

We can no longer rest on our laurels.

We can’t keep doing things the way we’ve always done things and expect to succeed.

Are you willing to innovate?

Are you willing to invest in mentorship and support to elevate your services and your business? 

Are you working on your business every single day to make it better and more valuable?

This is the work that is needed to safeguard the future of real estate agents.

Are you willing to do it?

If so, be sure to join us in The Listings Lab Facebook group to join a community of agents committed to doing better.

Get exclusive video trainings, realtor inspiration, and network and connect with fellow agents!

Join us here.

How Karyn Got Over Her Visibility Fears & Built A Powerful Online Presence

So you know that building an online presence for your real estate business is a non-negotiable if you want to get more deals…

But you still can’t bring yourself to fully show up on social media?

SO many of our members are in this exact place when they first join us in The Listings Lab, our mentorship program for agents ready to scale to multi-6 or even 7 figures.

Sure, you might feel comfortable throwing up an infographic or slapping together a ‘just listed, just sold’ type of post.

But that’s not the kind of content we get you to create in The Listings Lab.

We get you to create content that tells potential buyers who you really are. We ask you to tell your story, to talk about your feelings, your beliefs, your life…all of it!

Personal content is one of the three MOST important kinds of real estate content for social media that we encourage our members to create. 

Karyn Gaidos works in Metro Detroit, Michigan and has been in real estate for five years.

But despite her years of experience, when she first started the program, she was terrified.

And the thing that scared her the most was definitely sharing personal content.

Making The Choice To Build An Online Presence

Before joining The Listings Lab, Karyn had always relied solely on referrals and her existing network to grow her business.

But she also knew that her existing network could only get her so far. She was scared for the day when referrals would dry up.

Karyn thought about other ways she could acquire more business.

But many of the typical lead generation techniques real estate gurus preach, like cold-calling and door-knocking, never appealed to her. In her words, “it all just seemed like smoke and mirrors”.

When she first heard about The Listings Lab, she felt overjoyed that there was another way to scale her real estate business…one that didn’t involve having to annoy people for business.

As a former English major, the idea of writing content to attract clients appealed to her far more than having to pick up the phone and hustle for business.

But Karyn didn’t realize just how much her visibility fears would get in the way of marketing her business.

Overcoming The Fear of Blending Business With Personal 

Karyn describes herself as coming from a “stodgy background”. She worked for the University of Michigan Business School, a major law firm, and in the wealth management sector.

In any one of these industries, talking about your personal life on a business page would have been absolutely unheard of. 

In her own words, “it was really scary to open up, be myself and let people in”.

The first time she hit publish on a personal post to her Facebook business page, she was so terrified her heart was beating out of her chest.

Her mind raced with fears, wondering:

What if people judge me?

What if they think I’m crazy for telling a story about my family on my business page?

What will people say?

Fear of judgment holds SO many people back, and it had Karyn in a chokehold.

Building The Know, Like, and Trust Factor

So what changed?

How did Karyn get over her resistance to building an online presence that got clients coming to her?

Well, for one thing, she recognized that personal content was non-negotiable.

While going through The Listings Lab, she began to learn how personal content was a core ingredient to building your like, know and trust factor.

She realized, “The only way I can get people to know, like, and trust me is to let them know who I really am. How is somebody going to relate to me if they don’t know anything about my life or my thought process or feelings?”

It wasn’t that Karyn’s fears dissolved completely.

It was that the results from building her online presence were so incredible that she knew she had to push through the fear and create content anyway. 

When she attended her high school reunion, she had people she hadn’t spoken to in 20 years act like they were her friends. They related to her and felt close to her because of the content she posted on social media. And she even signed a few deals just from going to her high school reunion and engaging with people who had been consuming her content!

Ditching The ‘Perfect Realtor’ Facade

Before going through The Listings Lab, Karyn always felt like she needed to be perfect on social media.

And boy, was it ever exhausting.

Two years ago, she would’ve needed to be in a suit, with perfect hair and makeup just to be on camera.

But now?

She feels like she can finally just be herself. Ponytail up, baseball hat on and all!

Embracing Story-Telling Marketing

When it comes to storytelling, we all want to gloss over our journey and just get to the good part.

We want to focus on our wins and our achievements – not what it took to get there. 

But the journey, the struggle…that’s actually what makes us human. That’s what people resonate with the most. 

Can you imagine how boring our favorite movies would be if they all started with the hero winning? Would any of us have even watched Harry Potter if there was no Voldemort to defeat?

Our struggle makes the story.

Karyn didn’t necessarily feel totally ‘comfortable’ being vulnerable in her content. Opening up was challenging, especially when it came to tough topics like her infertility.

As she told us, “I realized this wasn’t going to be as easy as I’d first thought. But it was so, so worth it”.

Despite feeling a little on edge sharing personal content, Karyn soon saw that her storytelling content outperformed any other content type, and easily allowed her to get 150-200 likes on a single post, with many heartfelt comments.

With the addition of storytelling content, she increased her engagement and got far more people reaching out to her saying they resonated with her content.

Making The Emotional Connection

One of the biggest takeaways Karyn got from The Listings Lab was that people make buying decisions with emotion first, and logic second.

It was a huge wake-up call. She realized if she wasn’t eliciting emotion in her content, then how would people feel connected enough to her to reach out about selling their homes?

Marketing is all about evoking emotion.

Have you ever noticed that Superbowl commercials make you cry?

There’s a good reason for that.

These corporations spend millions of dollars to develop an emotional connection with viewers. They know this strategy is going to be far more powerful than any fact or information about their product. 

Prioritizing Relationships

Karyn also saw first-hand how her real estate marketing strategy supported relationship-building in her business. 

She gave immense value in her posts

She created personal content to deepen the connection with her audience

And her community started noticing!

Here’s the thing.

People only move every 3-7 years. You have to give them a reason to follow you for the rest of time.

If you’re only posting “just listed, just sold” posts…why would anyone follow you who’s not in the middle of buying or selling a home?

Intentional, strategic real estate content for social media allows you to make sure you’re building long-term relationships with leads and clients.

When Karyn shifted her content, she noticed her clients would still text and message her long after the deal was done. By implementing The Listings Lab Method, she was able to create intimacy with her clients. 

Download The Listings Lab guide here to do the same. 

She was even developing relationships with people she’d never worked with before, but who followed her on social media. 

Through her son’s soccer team, she met a young man who runs a business providing technical soccer training. Even though she didn’t know him well, he told her he reads every word she posts on social media. He’s learned so much from her posts, that she’s the first person he’ll go to when he’s ready to buy his first house.

Social media allows you to develop relationships at scale in a way that was never possible before the internet.

Ignoring The Naysayers

When Karyn’s visibility fears were running the show, she was always worried about what other people thought.

She feared not being liked, or that her content would somehow upset or offend someone.

But using the tools she’s been given in The Listings Lab, she now knows how to talk herself through her fear – and post anyway.

One of the biggest shifts she had was realizing if someone didn’t resonate with or like what she was saying…

They weren’t her ideal client anyway.

There’s no point in creating content for people who were never going to buy from you in the first place. 

Ignore the naysayers and create content for YOUR people.

Because if you try to speak to everyone, you end up speaking to no one. 


What do you think of Karyn’s story? Let us know in the comments below!

And for more success stories like Karyn’s, browse our The Listings Lab reviews here. 

Elevate Your Real Estate Agent Testimonials With This Winning Case Study Formula

Do you want to know what’s better than real estate agent testimonials?

Real estate case studies. 

Real estate case studies are a powerful form of testimonial because they SHOW your potential clients exactly how you can change their lives.

In The Listings Lab, members have used our winning case study template to get clients on demand.

Ready to learn more so you can boost your social proof and become a sought-after expert in your niche?

Let’s get into it. 

What Is A Real Estate Case Study?

A case study studies your niche deeply and thoroughly.

Two important characteristics of case studies are:

  • They are qualitative as well as quantitative. 
  • They cover a sufficient cycle of time 

In your case as an agent, this period is going to be your entire relationship with your client during a single life transition or a single move.

Essentially, you’re going through a before, during, and after the walkthrough.

Why Are Case Studies Important In Your Real Estate Business?

Part of why case studies are so important for your business is that they provide social proof with story and value. 

Stories are 22 times more powerful than facts. 

You can give someone all the facts in the world…but if you don’t tell them a story, they’re not going to remember it.

Stories stick and allow potential clients to emotionally connect with your business.

Why do you think Superbowl commercials make us cry?

Humans are emotional creatures. We use emotion first, and logic second when we’re looking to make any purchase. 

One of the most effective ways to elicit emotions in your potential clients is to illustrate their current situation and their desired situation.

In simple terms – where are they now? And where do they want to be? 

The goal is to share case studies so that our potential clients can easily visualize themselves embarking on the transformation we provide.

Because it’s one thing to run around telling people you’re the best of the best.

It’s another thing to tell a story and to highlight how you’ve helped someone who’s in exactly the same situation that they are. 

What Clients Should You Highlight In Your Real Estate Agent Testimonials And Case Studies?

You don’t want to do a case study on just anybody.

There are a few important criteria when choosing who to highlight in your case studies.

    1. Clients that fit your niche perfectly. The last thing you want to do is confuse your audience. If your primary niche is upsizers, don’t start telling stories about clients purchasing their first homes.
    2. Clients that are very happy with your services. This might seem obvious, but don’t highlight a client who just thought your services were so-so.
    3. Clients who underwent big life transitions or had stronger pain points to begin with. The emotion will come through in these client stories, and will powerfully pull in potential leads.

Most importantly, you always want to make sure you have permission from any client to write a case study on them (especially if you’re using their name/address!)

You can even get permission right off the bat when you begin working with a client, by including a clause in your client contract.

How To Uplevel Your Real Estate Agent Testimonials Into Case Studies

Here’s what most agents will do after working on a deal.

They’ll send their client something like, “I’ve loved working with you, [NAME]. Is there any way you’d be able to write a testimonial for my services?”

Usually, you’ll get a vague and generic paragraph back about how you were “great to work with”.

While this technically is social-proof content, it doesn’t speak to the specific transformation you help your clients achieve.

Here’s what to do instead.

Document The Process 

After any transaction is complete, open up a note on your computer or phone and start jotting down bullet points for three sections.

  • Before: where were they before?
  • After: where were they after?
  • During: what was the process to get them there? 

I’m not just talking about one or two points per section. I want you to go DEEP.

Here is an example from a friend of mine (not real-estate related). 

The Listings Lab Blog Image - Real Estate Agent Testimonials - Apple Note Image showing how to document the before, after and process

This is the level of detail you should be striving for. 

Get Clear On The “Before” 

Jot down the answers to the following questions to get clear on where your client was before they used your services.

  • Who are they?
  • What do they do?
  • What neighborhood are they in?
  • Describe their family. Are they single? Are they married? Are they a family with two kids?
  • What is their current situation? What is the primary pain point? What is driving their move? Was there a specific instance that made it clear to them that they needed to move? For example: maybe it was an elderly couple and the husband had a fall, and they realized they wanted to move into a bungalow.
  • What are they worried about? What are their concerns? What are their objections to the actual move? For example: maybe they’ve been in their home for 30 years and they’re afraid of change. Or maybe they only bought their house a year ago and they’re worried they’re not even going to break even. 

Paint the picture of the current situation.

Get Clear On The After

Then you want to break down the after. What results did you get them? 

First, you want to tally up numerical results.

  • Number of ad impressions
  • Showings
  • Days on the market
  • Offers

These are quantitative results, and they’re important. But perhaps what’s even more important are the qualitative results. 

You want to be able to answer questions like:

  • What did they get out of it? 
  • What does their life look like now? 
  • What are the emotional reasons that this was a win for them? 
  • Is it a new school? Are they in a new home? Do they have more space for family?
  • Do they have an income property now?

You want anyone who’s reading this real estate testimonial to immediately be able to visualize themselves in your past client’s shoes.

Break Down How You Got Them There

After you’ve broken down the before, and you’ve painted a picture of the ‘after’, the question becomes:

How did you get them there? 

You want to show potential clients how you did it and give them a behind-the-scenes look into the process.

The goal of this section is to highlight the steps in your signature system.

Don’t have a signature system? That’s your starting point.

Break down the most important things you did to get your client their results. List no more than 3-5 steps. 

Answer the questions:

  • How did you achieve these results?
  • What did you do that others didn’t?
  • What is your UVP (Unique Value Proposition)?

The goal isn’t to say “look at how amazing I am!”. It’s to show potential clients your systematic approach to making sure these results are achieved consistently.

You want to clearly show each step you took, and why that step was so important. 

Putting It All Together

Here’s what the FULL process of elevating your real estate testimonials into real estate case studies looks like.

The Listings Lab Blog Image - Real Estate Agent Testimonials - diagram showing the four components of a successful real estate case study

We put ALL of these steps together to create a compelling client story.

Stories are 22x more memorable than facts, which is why a post like this is going to resonate with your clients so much more than some real estate infographic.

The basic template goes like this:

  • Where was your client and what was driving their move?
  • Where are they now? Not just a location, but actually paint a picture of their current situation and why it’s so much better than their previous situation.
  • What was the process like to get them there?
  • And then CELEBRATE the client! Talk about how amazing it is that they’ve been able to make this transformative change in their life.

You can also focus on what I like to call the COI (the cost of inaction).

Where would your client be if they hadn’t taken action with your services?

If they had stayed in the same place and hadn’t made the move, where would they be?

  • Maybe they’d be in a cramped space with a growing family, and they’d start resenting the people they cherish the most
  • Maybe they’d be in a space that isn’t pet-friendly, and the health of their furry friends would be suffering
  • Maybe they’d be in a property with far too much maintenance, feeling overwhelmed by their massive to-do list instead of enjoying the simplicity of condo living

Whatever it is, paint a picture of what would have happened if your client DIDN’T take action!

Practice Makes Perfect

Now that you’ve got the basic format down pat, it’s time to practice, practice, practice!

The more you do case studies, the easier they’ll become.

You could even practice this compelling form of real estate testimonial by writing a mock case study for your own life. Think of a transformation you experienced in your own life and make a case study around it!

Remember, to get results from case studies you need:

  • Clarity on your niche and ideal clients
  • Consistency in your marketing
  • A solid signature system that gets client results

If you need support with those things, The Listings Lab is our signature program where we help agents build a marketing machine so they can scale to multi-6 or 7-figures.  

Get More Details And Apply Here