Here’s an odd benefit of the shifting market…
It may have handed you killer topics to engage agents.
Using basic real estate skills that come so naturally, you don’t even think about them.
That’s what hit me when talking to Meredith Fogle, team leader, author and host of “So You Want to be a Real Estate Agent.”
Non-Obvious Insights from our Conversation:
The shifting market exposed a huge skills gap
“Agents coming into the business who started recently or started in the COVID era, they don’t know anything about how to navigate this new market. So that’s what I see coming up.”
The gap is around skills for a more balanced market
“Even things like a home inspection…keeping sellers’ confidence in you for more than a week…They’ve never had to navigate that before…That’s how I built my original real estate muscle. So this feels natural to me.”
Where there’s confusion, there is opportunity for thought leaders
“The way I think about it is kind of three things. One, we are creating soft skills that maybe they didn’t have before. Scripts, objection handlers, reading personality styles, etc. Then there’s the hard technical skills, knowing the contract, knowing the paperwork, how to explain it, how to negotiate. The final piece is mindset. That’s the other thing I work on a lot with people is getting through self-limiting beliefs or feelings of imposter syndrome. I think that’s happening with a lot of agents, especially who started recently in real estate.”
Ok, now for some (very) biased commentary from your humble editor:)
Before you go creating content on basic skills for agents, here are two things to keep in mind.
Do you sell to beginners and strugglers? If so, make the content they’re looking for first, which is often a silver bullet solution. Then sneak the basics in. I’ve found that in almost every successful edutainment YouTube channel, and Joshua Smith said the same in our conversation.
What if you DON’T sell to beginners and strugglers? Then don’t speak to struggling. Speak to success. Speak to the agents who are creating problems because of their success, not in spite of it. The ones looking for negotiation tips because they just put 3 listings under contract. If I was actively recruiting, that’s who I’d want.
Want to go deeper? Click on the audio file above to listen to the full chat, also available on Apple Podcasts and Spotify.
Or Hit Reply and tell me what you’re seeing
I’m trying to soak up everything I can in marketing and AI and content creation.
If I’m missing something, have a bias, or blind spot, call me on it! :)
Ask This:
What kind of agent does my content speak deeply to…
beginners and strugglers, or driven and successful?
In a hyper-competitive space like real estate, it can’t be both.
Quick Links & Resources
So You Want to be a Real Estate Agent podcast
Connect with Meredith on Facebook
HUGE thanks to Meredith for pulling back the curtain on her podcast.
One interesting tidbit I didn’t mention above is that she added video to her podcast and got great feedback. Yet most of the audience continues to listen in audio form.
So yes, adding video to a podcast can be powerful, but we’ve found it can also be done sparingly and get most of the same effect.
Talk soon!
-Matt
CEO - MicroFamous
Author - MicroFamous
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