It’s been incredible to see the podcast grow into its brand lately.
The mission of the Breaking and Building Leaders media brand (podcast, newsletter, etc.) is to equip you with actionable insights to transform your real estate business and empower leaders to drive meaningful impact.
While marketing generally has a big place in the conversation, marketing is only half of the equation.
Sales, aka conversations, picks up where marketing leaves off.
So today I have a treat. It’s someone who sold $1 billion of real estate before age 30.
Not from fancy marketing or anything like that.
He didn’t start selling luxury and ultra-luxury homes.
His first sale was $90,000.
But now he gets multi-million dollar to $19,995,000 listings consistently.
And today’s playbook shares how he does it.
Let’s grow faster, further, together 🙂
— Andrew
Playbook
If you're an ambitious agent and want to breakthrough to the next level, maybe you're:
Frustrated you don’t have luxury listings in your portfolio
Unsure how to win over affluent clients consistently
Watching other agents land the massive whale listings
Jonathan Spears gets it. He’s been there.
He started in real estate as a 19-year-old kid fresh out of college.
He was barely getting by with $90,000 foreclosures in a market devastated by the BP oil spill.
Fast forward to today:
Over $2 billion in career sales
Average sale price of $2.4 million
Record-breaking $19 million listing sold
How? By becoming what I call an "Information Trader."
In this playbook, I'm going to show you exactly how Jonathan Spears:
Built a bulletproof prospecting system that keeps his pipeline full of luxury leads
Developed scripts and strategies to convert cold leads into multi-million dollar listings
Positioned himself as the go-to expert for developers and high-net-worth individuals
So, if you want to dominate your market with listings, here’s how:
"Prospecting somebody cold isn't about bugging them. It's about finding value that you can provide to somebody that you've never met."
Prospecting can get a bad rap when you don’t have a system for providing value:
Jonathan thinks of it as managing 3 buckets, almost like Ryan Serhant’s:
Follow up - prospecting
Follow back - sphere of influence
Follow through - clients
"You always want to be prospecting your current clients. You also always want to be adding to your sphere of influence. And then the third bucket that's probably the least exercised muscle in this business and the most impactful one to exercise is your cold bucket."
Then, within his prospecting bucket, he is building 4 lists to become the matchmaker.
Potential sellers - homeowners who have an interest in selling
Developers - who have properties you can leverage as “off-market” opportunities
Potential buyers - can be everyone from your current clients, sphere of influence, potential sellers, and other leads from other marketing/sales
Other agents & their listings - (this is underrated) knowing why homes sell, why homes aren’t selling, and what other agents have available is a way to trade information & be the matchmaker
"I always positioned myself to be the why guy. And that's what led to monumental success because I could create so much value by articulating the stories of why transactions are happening in the market."
So, let’s dive deeper into how he executes each of these 4:
1) Building an Off-Market List with Potential Sellers (Script)
I know a handful of top agents who constantly have a running Excel sheet, project management board, or another system with a list of homeowners who want to sell in 3 months or 3 years but aren’t because of X, Y, or Z reasons.
So they keep a list with the:
Address
Approximate date
Price
Home type
Bedrooms
Bathrooms
Home sqft
Lot size
Other description details
Any photos
If you have a buyer, this is another script playbook you can run with local homeowners:
The great thing about the “I have a buyer” strategy is that you don’t only have to call.
Jason Cassity is coming on the pod in the following months and will share his playbook on how he does this digitally (with organic video & ads) and traditionally (mail).
2) Building Lasting Relationships With Developers
Now that you know how to prospect homeowners to win more listings, how does Jonathan land $1M-$19M in new construction listings?
"You know how a builder is going to pay attention to you? There's only one, there's only one thing. It's results."
To win developer business, Jonathan focused on:
Bringing buyers to their inventory at a high volume
Creating results more frequently than other agents
Understanding and articulating the developer's product better than others
3) Building a List of Buyers - Value-Based Approach
You get things others won’t when you do things others don’t.
"Become obsessed with the hot sheet, because that is the heartbeat of the market."
Studying the "hot sheet" multiple times daily
Memorizing active, pending, and sold listings from highest to lowest price
Calling other agents to understand why specific properties are selling
4) Adding Value By Building Agent Partnerships (Script)
This is the most surprising thing because I speak with many agents, and Jonathan was the first I’d ever heard of it like this.
"Real estate agents love to tell you about what they did right."
When you ask them why homes are selling vs. not, you start to find information you can use for:
Potential Sellers
Builders
Buyers
And it makes you way more valuable.
"Do not cast your net too wide. This may sound like a macro conversation, I'm highly micro."
If you want to become an expert “$1B Information Trader” like Jonathan Spears, you must be known for something.
All brands are just associations.
You can help make that association with what and who you decided to focus on.
"Where you gravitate is what you'll cultivate."
But if you want to dive deeper into Jonathan’s playbooks then check out his recent podcast on Breaking and Building Leaders!
In this listing & luxury masterclass, meet Michael Martinez, Miami’s dominant luxury real estate agent. His journey from an unpaid first sale to consistently closing $3M to $10M+ deals consistently & predictably is nothing short of inspiring.
From working for free to selling $5 million listings on average and $150M yearly as a solo agent, father, and husband.
We talked about👇
(00:00) Intro
(01:24) From working for free to $100M in 10 Months
(04:36) What high net worth clientele expect from their agents
(05:19) The small details that matter when showing luxury homes
(08:48) Selling 120 new construction condos in 12 months out of the country in his 20's
(10:03) Difference between selling new construction vs. resale home
(12:17) Why Miami has always been undervalued
(13:53) The activities to consistently & predictably sell luxury homes
(17:35) Immigrating from Cuba story
(20:16) Being a father, husband, and successful business owner
(21:17) Balancing work and family
(21:46) Taking time off and unplugging while running a business
(22:47) How to craft a Ritz Carlton level service & experience
(24:39) Why the level of detail you have to the small things matter
(25:29) How he preps luxury homes to sell faster
(28:13) Handling pricing conversations with luxury homes
(29:53) The 3 team structure behind $156M/YR
… and way more!
Watch it now on Breaking and Building Leaders YouTube!
This homebuyer dashboard was inspired & built by Dan Parker ($20M+ from YouTube every year, also a previous podcast guest, if you don’t get his emails, he shares tactical things like this for agents weekly. You probably send him a DM if you want to join his email list) I’d definitely recommend checking it out), who got it from Raj Sahoo.
With everything going on, having a system for buyers is crucial now more than ever. You can use or transfer it to your Trello, Asana, Monday, CRM, etc.
Inside, I also included:
Trey Willard’s Buyer Consultation Booking Script (#1 team in LA selling 334 homes a year and at $17M personally this year, a podcast guest coming soon)
Example how the #2 team in SF, #1 buyer team in SF has won homes 86% of the time within 1-2 offers in the most competitive market, and fired unrealistic buyers for years
Behind a $1B/YR team that’s mastered Buyers consultations nearly a decade before everything and taught the #2 SF team (above)
It’s completely free and duplicatable, so that you can plug the system into your business today.
Rapid Fire:
The richest 12-year-old may become the first billionaire kid (YouTube Video) … p.s. Jon Yoshaieu’s Creator email newsletter is great if you do YouTube
Step-by-step guide to throwing a successful real estate event by Lindsey Jo or Why & How Investing $425 in an Open House Is Worth It (blog article) … p.s. upcoming podcast guest
The Wild $125M Podcast Deal for Alex Cooper is an example why many brands are investing in podcasts for distribution ex. Hubspot
A shockingly transparent podcast on finances with high net worth individuals from The Hampton & Sam Parr (Sam is comfortable asking uncomfortable questions about money that few do)
How to get an amazing testimonial SOP from Leila Hormozi (if you want to learn leadership or just want an amazing email marketing lesson, click Leila' Hormozi’s ad running about their SOPs and you’ll get 14 emails of nuggets)
How could we improve this email?
That's it for today!
But if you have any questions, then reply & let me know. Your questions help me make my next case studies & playbooks 🙂
Let's have an amazing week!
Andrew Bayon
P.S. Want us to execute for you and be your marketing team so you can focus on your clients and team? Reply with “VIDEO,” and I’ll send a video showing what we do.
Or you can schedule a time to chat, during which I’ll give you a complimentary marketing strategy you can implement.
