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 power and enthusiasm that he’d deliver to the desk as an actual property skilled. 

In his new ebook, The Agent’s Edge, Cohen shares his love of actual property with readers in a fascinating narrative type. Full of sensible recommendation, it consists of not simply nuts and bolts but in addition scripts and eventualities for making certain that your subsequent consumer interview or itemizing launch is a profitable one.

I sat down with Cohen to listen to about his ebook, 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 offered.

Your intro known as: Why one other actual property ebook? So, with that in thoughts, why one other actual property ebook?

I really imagine my ebook is the primary how-to-sell-real-estate ebook with confirmed ways and techniques written by a productive, lively actual property agent, nonetheless within the trenches. So, why? It’s to do my greatest to go alongside what has labored for me over the course of my 33-year profession.

You talked about that you just wrote the ebook at first of 2022. With the entire upheaval of the pandemic within the not-so-distant previous, was it a problem to jot 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 must have the talents to win in a aggressive itemizing interview and I actually really feel I ship what it takes and an entire lot extra. I don’t assume it issues what the markets and economic system are doing.

On the finish of the day, we have to compete in opposition to pals and colleagues. And the most effective brokers are going to win and earn a living. 

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

Nearly all of actual property brokers are struggling, partly due to actuality TV which made our occupation a really horny and funky job. There are extra new brokers coming in day-after-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 provide 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 ebook 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 fully 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 search out abilities to earn a living. Hopefully, all these brokers can develop the boldness and talent set to finally change into group leaders on their very own sometime.

Who do you see the ebook as chatting with primarily: newer brokers, mid-career brokers seeking to scale, or prime producers (or the entire above)?

Undoubtedly 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 feel I gave an entire seminar [in this book]. If I used to be a brand new agent and even any agent, I’d have a look at this and say, “I simply discovered one thing. I can’t await my subsequent itemizing interview.”

What would you say to anybody who’s considering creating content material, whether or not it’s an entire ebook or simply beginning a weblog?

Hear, the extra a profitable agent may give again, the higher. We’re a tight-knit group of actual property brokers. I wish to assume we must 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 feel opened up the door to changing into a broadcast creator, so I’m very grateful for that chance. However I feel any Realtor that may write a weblog that might assist different Realtors is a incredible factor.

What’s your secret to securing an inventory? 

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

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

You additionally know you’ve delivered an awesome presentation when a vendor doesn’t solely need to rent you, however they really feel like they should rent you with the intention to accomplish their targets.

What’s your secret to getting it offered?

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

Know the objections prematurely and stress or improve the options that they’re already on the lookout for. For instance, entering into that the customer has two youngsters they usually want a pool they usually need loads of grassy space for a swing set or a sports activities court docket. 

When that entering into, then, once you’re exhibiting the property, clearly, you possibly can actually spotlight that and level it out and remind them how necessary that was. Discovering them what they really 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 below their belt?

Nicely, learn my ebook and also you’ll be armed with a extremely good itemizing presentation. After which, when you apply what I inform you to do, you’re going to have extra confidence in your self and your potential to push them your manner.

In the event you don’t trust in your personal 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” when you don’t actually even trust in what you’re going to current. So, when you have a dominating listening presentation, you’ll win in aggressive conditions and your online business will develop.

I often get requested on a regular basis, “What’s crucial factor for an actual property agent to be taught to achieve success?” That’s why I dedicate six or seven chapters in my ebook to the itemizing presentation as a result of I feel that’s crucial talent set an agent can have. When you’ve got an awesome 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 type of dedicated to a different agent,” when you don’t trust in your personal presentation, you’re going to say, “Okay, if that doesn’t work out, let me know.” 

However when you have a substantial amount of confidence in your self, you’re going to say, “Nicely, when you 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 point out you what I do higher.” 

In my ebook, I give Realtors of all ranges an entire lot extra to speak about than simply comps and their previous accolades and their firm. I give sufficient actual, usable methods for someone to go in and allow them to speak extra about what they’re going to do for the vendor versus what they’ve achieved previously.

In your ebook, you discuss brokers who say it’s best to spend as little cash as attainable on advertising an inventory. Are you able to discuss why you assume that’s dangerous recommendation for right now’s market?

What you need to spend money on is your self. So the secret’s, I’d by no means say, “Spend cash.” I say, “Make investments,” so I spend money on myself. I’d relatively 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 provides you a number of advantages. One, it helps you promote your itemizing and two, it helps you promote your model. It’s important to make investments cash so, yeah, I cringe after 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 have a look at to know whether or not your advertising for an inventory is working?

So, I don’t have any know-how 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 someone which may not concentrate on that residence, that’s not flipping by the web all day, day-after-day, on the lookout for a specific residence, but in addition constructing my model within the classiest manner attainable.

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

Do you’ve gotten plans to proceed to replace the ebook as know-how and the business change within the years forward? Will there be future editions of The Agent’s Edge?

Sure, I’m hoping to jot down a collection of books with the Agent’s Edge title masking all facets of residential actual property.