Jordan Cohen is a pressure of nature. Discuss with him, by e mail or on a video chat, and also you get a way of the vitality and enthusiasm that he’d carry to the desk as an actual property skilled. 

In his new e-book, The Agent’s Edge, Cohen shares his love of actual property with readers in an interesting narrative type. Stuffed with sensible recommendation, it consists of not simply nuts and bolts but additionally scripts and eventualities for making certain that your subsequent shopper interview or itemizing launch is a profitable one.

I sat down with Cohen to listen to about his e-book, his writing course of, and, most significantly for Inman readers, the secrets and techniques he’s sharing for incomes that subsequent itemizing — and getting it bought.

Your intro is named: Why one other actual property e-book? So, with that in thoughts, why one other actual property e-book?

I actually consider my e-book is the primary how-to-sell-real-estate e-book with confirmed techniques and techniques written by a productive, energetic actual property agent, nonetheless within the trenches. So, why? It’s to do my greatest to move alongside what has labored for me over the course of my 33-year profession.

You talked about that you simply wrote the e-book at first of 2022. With all the upheaval of the pandemic within the not-so-distant previous, was it a problem to write down in a forward-thinking manner?

To be trustworthy, I really feel my methods to achieve success are timeless and work in any market. On the finish of the day, brokers have to have the abilities to win in a aggressive itemizing interview and I truthfully really feel I ship what it takes and a complete lot extra. I don’t suppose it issues what the markets and financial system are doing.

On the finish of the day, we have to compete in opposition to buddies and colleagues. And one of the best brokers are going to win and generate profits. 

I pour out timeless methods like, for instance, the images chapter. I give good language [in the book’s scripts] to assist brokers sound like an knowledgeable to win. If a vendor’s interviewing two brokers, my language goes to win.

The vast majority of actual property brokers are struggling, partially due to actuality TV which made our occupation a really horny and funky job. There are extra new brokers coming in every single day than ever earlier than as a result of it’s a cool job now.

Bear in mind, the typical vendor will interview three Realtors earlier than they select one. Two out of three brokers lose, so I hope to offer that one agent [who’s read my book] the sting to win greater than they lose.

You’ve constructed your profession as a person agent. Are you able to share with our readers how your e-book additionally speaks to brokers who’re working as members of a group?

I constructed my profession as a person agent as a result of 33 years in the past each actual property agent was a person agent. Groups have been utterly non-existent. If an agent was going to outlive, we needed to develop our abilities and techniques on our personal. 

On the finish of the day, we’re in a commission-only enterprise. So all brokers, on a group or not, want to seek out abilities to generate profits. Hopefully, all these brokers can develop the boldness and talent set to finally turn out to be group leaders on their very own sometime.

Who do you see the e-book as talking to primarily: newer brokers, mid-career brokers seeking to scale, or high producers (or all the above)?

Positively all. Brokers in any respect ranges make investments hundreds of {dollars} on seminars and training, all within the hopes of getting usable nuggets to be extra productive. I get requested on a regular basis to do teaching and do webinars and do on-line [training]. However I believe I gave a complete seminar [in this book]. If I used to be a brand new agent and even any agent, I might take a look at this and say, “I simply discovered one thing. I can’t anticipate my subsequent itemizing interview.”

What would you say to anybody who’s considering creating content material, whether or not it’s a complete e-book or simply beginning a weblog?

Pay attention, the extra a profitable agent may give again, the higher. We’re a tight-knit group of actual property brokers. I prefer to suppose we should always all look out for one another. 

So if actual property brokers hit a excessive stage — I’m very lucky that I’ve the title “No. 1 RE/MAX agent on the earth,” which I believe opened up the door to changing into a broadcast creator, so I’m very grateful for that chance. However I believe any Realtor that may write a weblog that may assist different Realtors is a unbelievable factor.

What’s your secret to securing a list? 

Confidence is contagious. Pleasure is contagious. The one option to have that confidence is to have a well-planned, well-rehearsed itemizing presentation that solutions each query a vendor might have with out it even being requested. 

On the finish of each presentation, I do know I’ve succeeded once I might take a look at a vendor and say, “Do you’ve any questions?” they usually say, “No, you answered all of them in your presentation.”

You additionally know you’ve delivered an incredible presentation when a vendor doesn’t solely wish to rent you, however they really feel like they should rent you with a view to accomplish their objectives.

What’s your secret to getting it bought?

Pre-selling it. Attending to know as a lot [as possible] in regards to the purchaser — whether or not you symbolize them or not — and what they’re really searching for earlier than they even step foot in the home. The extra you realize about that purchaser and what their triggers are going to be the higher.

Know the objections upfront and stress or improve the options that they’re already searching for. For instance, you realize stepping into that the customer has two children they usually want a pool they usually need loads of grassy space for a swing set or a sports activities courtroom. 

When you realize that stepping into, then, whenever you’re exhibiting the property, clearly, you’ll be able to actually spotlight that and level it out and remind them how vital that was. Discovering them what they actually need will assist them overlook a number of the flaws of the house that they won’t like.

How can a brand new agent get that first itemizing underneath their belt?

Nicely, learn my e-book and also you’ll be armed with a very good itemizing presentation. After which, for those who observe what I let you know to do, you’re going to have extra confidence in your self and your potential to push them your manner.

Should you don’t trust in your individual presentation, you’re not going to maintain pushing even for the interview. No new agent’s going to say, “Interview me, you’ll be glad you probably did. Simply let me present you what I do in a different way” for those who don’t actually even trust in what you’re going to current. So, in case you have a dominating listening presentation, you’ll win in aggressive conditions and your online business will develop.

I normally get requested on a regular basis, “What’s a very powerful factor for an actual property agent to be taught to achieve success?” That’s why I dedicate six or seven chapters in my e-book to the itemizing presentation as a result of I believe that’s a very powerful talent set an agent can have. When you’ve got an incredible itemizing presentation, you’re going to create extra alternatives than you’d have earlier than. 

In different phrases, if an actual property agent is cold-calling after which they attain a vendor and the vendor says, “We’re already form of dedicated to a different agent,” for those who don’t trust in your individual presentation, you’re going to say, “Okay, if that doesn’t work out, let me know.” 

However in case you have quite a lot of confidence in your self, you’re going to say, “Nicely, for those who haven’t already signed an settlement with that agent, interview me. Let me present you what I do in a different way. Worst case state of affairs is you’re going to be taught some new methods and methods that your different actual property agent can use. Simply interview me. Give me half-hour to indicate you what I do higher.” 

In my e-book, I give Realtors of all ranges a complete lot extra to speak about than simply comps and their previous accolades and their firm. I give sufficient actual, usable methods for anyone to go in and allow them to speak extra about what they’re going to do for the vendor versus what they’ve completed prior to now.

In your e-book, you discuss brokers who say it’s best to spend as little cash as potential on advertising and marketing a list. Are you able to discuss why you suppose that’s unhealthy recommendation for right this moment’s market?

What you need to spend money on is your self. So the bottom line is, I’d by no means say, “Spend cash.” I say, “Make investments,” so I spend money on myself. I’d moderately spend money on myself — one thing I can management — than spend money on shares and bonds — one thing I can’t management. 

So for me, investing in advertising and marketing offers you a number of advantages. One, it helps you promote your itemizing and two, it helps you promote your model. It’s a must to make investments cash so, yeah, I cringe once I hear actual property trainers say, “By no means spend a dime.” It’s not spending; it’s investing.

What sorts of KPIs do you take a look at to know whether or not your advertising and marketing for a list is working?

So, I don’t have any expertise behind me. I don’t have any analytics behind me. On the finish of the day, it’s trial and error. So I spend money on sure print publications that I do know I get outcomes from.

I spend money on high-level mailers and itemizing brochures as a result of I do know I’m going to reap the reward from that, both from promoting that itemizing to anyone that may not pay attention to that residence, that’s not flipping by the web all day, every single day, searching for a specific residence, but additionally constructing my model within the classiest manner potential.

I’m all the time making an attempt new issues. After which if one or the opposite turns into profitable, I proceed with that. Actually, I’ll improve that. And convey it to the very best ranges potential.

Do you’ve plans to proceed to replace the e-book as expertise and the trade change within the years forward? Will there be future editions of The Agent’s Edge?

Sure, I hope to write down a collection of books with the Agent’s Edge title protecting all facets of residential actual property.