I get some people who say, “Andrew, this is great, but we don’t have $X million homes in my market.”

Which I understand.

There’s some things that work really well when you showcase a $10M property.

But I think no matter the differences (price, area, size, etc.), you can always learn something from someone else.

So today’s listing playbook is of someone whose average-priced home sale is $624,717.64.

The cool thing is that despite everything, they’re WAY up this year. They’re probably making over 30% more sales already this year.

If you want to land an extra listing or 3, I hope you enjoy this playbook!

Let’s grow faster, further, together 🙂 

— Andrew

Playbook

Meet Brett Sikora with Align.

In the last 12 months, they sold 292 homes with 29 active listings.

So they’re definitely up. We’ll see where they close out the year.

Even though they’re up, he started in real estate back in 2007… (not the best time to be a brand-new agent)

It wasn’t going well, so he actually left and got into the car business (which he hated), but even that failed…

If you’ve ever been:

• broke

• in debt

• overweight

• struggling mentally

Brett dealt with all of that in 2008.

What was his tattoo? Believe.

So, what changed? And worked for him to pick himself up from nothing?

This is one, but there’s way more to it.

So, what’s their secret to listing this year despite the challenging market today? Brett shared everything with me, and I plan to do the same!

Here’s their listing playbook this year:

Brett’s big on circle prospecting.

They’re low-hanging fruit to get listings fast.

If you go into PropStream and pull people in specific neighborhoods who have owned their homes for 20-plus years, you will also find that they own their homes free and clear (there’s no mortgage).

Then, they have equity, where rates will matter much less.

Here’s the exact script they use:

There’s a few great takeaways from this script here:

• emotion - “you’ve owned the property for quite some time” helps dig up any thoughts or emotions about potentially moving if they’re there.

• interest - “got a pretty crazy number” makes you curious, what’s the number?

• proof - used a just-sold case study but implied you’re just sharing info without being salesy.

• action - “have you looked into the value?” you start the conversation with a low friction question asking about home value/home’s worth.

He told me they booked 40 to 60 appointments on their call day, the day before the podcast. Not with an ISA team. The agents were calling.

But the conversation with potential sellers only starts here.

Long Term Follow Up Systems

Brett’s team has an entire strategy for how to nurture these potential sellers long-term:

1. Automated - any tools like Homebot/HiFello, etc., help stay in front of potential sellers with the value they actually want. You can personalize their value by manually adjusting it and following up to start more conversations; more on this in a coming podcast with Trey Willard.

2. Volume - Email newsletters help you stay in their inbox with other valuable things to stay top of mind. Email is one platform on which you can do more volume and reach out at a larger scale than just 1 to 1.

3. Personal - inviting people to events allows you to build connection and trust and goes from digital to traditional. More on this in a moment (below).

A common trend among guests is doing things that don’t scale.

Actually, helps you grow.

Sending 1-1 BombBomb/Loom-style videos is one way to do this.

Instead of just adjusting their value or sending a mass market email, personalize it to them (multiple guests have talked about this now, and whenever multiple people mention the same thing. I pay attention because it’s a positive signal).

The #1 thing that has been proven to work in traditional & digital marketing is more hyper-local, personalized marketing.

Sending a specific neighborhood market update isn’t “super” scalable.

But it starts way more conversations.

Events are another way to do this.

Event Marketing

Brett’s team hosts numerous events and sponsors others, including:

• Hoboken Mutzfest

• 5K for Infertility

This makes calling the database even easier because you have a pure reason to call.

The other listing strategy Brett’s team loves is open houses:

Not everyone will love cold/warm prospecting, so events are another major opportunity for Brett’s different team personalities to still prospect differently.

Even Brett said he prefers the belly to belly.

He can call, but he prefers things like events.

Scaling with Systems

Besides having long-term systems to follow up, these are a few of the different tools that support their growing team, including:

• Follow-up Boss CRM

• Mojo dialer

• PropStream for lead generation

• HomeBot for client follow-up

• Zapier connects everything

• Google Data Studio for dashboards

Team Performance Standards

They do uphold at least a minimum standard of 1 deal a month.

He doesn’t care if you want to sell 122 or 12. They don’t want someone on their team who does less than 1 deal a month.

Ultimately, they coach each agent based on the agent’s goals and preferences and how they want to build their business.

Team Structure & Scale

Brett’s team consists of:

• COO

• Director of Sales

• Growth Manager

• New Agent Onboarding

• Regional leaders

• 3 Inside Sales Agents

• VAs to help clean data

But his first hires were VAs and a buyer’s agent.

Growth By Acquisition

This strategy allows for faster growth by bringing in established teams rather than just individual agents.

Hope this helps!

If you want to dive deeper into Brett’s playbooks then check out his podcast on Breaking and Building Leaders!