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:

1. Built a bulletproof prospecting system that keeps his pipeline full of luxury leads

2. Developed scripts and strategies to convert cold leads into multi-million dollar listings

3. 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 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:

1. Follow up - prospecting

2. Follow back - sphere of influence

3. Follow through - clients

Then, within his prospecting bucket, he is building 4 lists to become the matchmaker.

1. Potential sellers - homeowners who have an interest in selling

2. Developers - who have properties you can leverage as “off-market” opportunities

3. Potential buyers - can be everyone from your current clients, sphere of influence, potential sellers, and other leads from other marketing/sales

4. 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

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:

1. Address

2. Approximate date

3. Price

4. Home type

5. Bedrooms

6. Bathrooms

7. Home sqft

8. Lot size

9. Other description details

10. 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?

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.

• 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.

When you ask them why homes are selling vs. not, you start to find information you can use for:

1. Potential Sellers

2. Builders

3. Buyers

And it makes you way more valuable.

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.

But if you want to dive deeper into Jonathan’s playbooks then check out his recent podcast on Breaking and Building Leaders!