Today I’m going to share lessons I learned breaking down Jordan Cohen’s meteoric real estate career.

If you don’t know Jordan, he’s

• started selling homes in the ’80s when his average price point was BELOW $200,000.

• now sells the trophy estates of celebrities like Sylvester Stallone & Kobe Bryant.

• and is the #1 RE/MAX agent worldwide closing over $300 million in sales every year with no team & only 2 assistants.

But it wasn’t always that way.

So let’s get into how he became a luxury listing expert.

— Andrew

🏠 Luxury Listing Masterclass: from $200k listings to $300 million every year with only 2 assistants

At 23, Jordan entered real estate when “older women dominated.”

“I was a terrible student, graduated with a 2.05 GPA, and cheated my way through college. My only skill was my personality,” he admits.

He wore cheap suits. Failed his first 2 pitches.

And for 6 months, he practiced his pitch every night.

His girlfriend (now wife) can confirm he never watched TV.

Over the years, Jordan went to 50+ seminars, but realized he needed to create his own pitch.

And for 7 years, Jordan’s homes averaged under $200,000.

So, what changed? Jordan got a shot at helping an athlete purchase a (his first) million-dollar home in Westlake, California.

That’s where Jordan’s luxury listing story begins…

From that moment, he knew needed to pack everything up and go all in on Westlake.

So he discussed it with his wife, and she said yes!

And they uprooted their entire lives, while Jordan left his entire business to move there.

👑 The Listing King of Westlake was Born

But he didn’t start with nothing, “I was armed with what I feel is the most important strategy, the most important skill set a real estate agent can have, which is a powerful dynamic listing presentation.”

So that’s what we’re going to dive deep into…

How did Jordan break into luxury from zero?

How does he sell $300,000,000 every year without fail and with only 2 assistants?

And why does he say, “I don’t work with sellers. I work for them.”

Jordan just launched the bestseller book, “The Agent’s Edge: Secret Strategies to Win Listings and Make Your Fortune Selling Real Estate” which reveals everything about his business, so I’m going to dive into those a bit & my takeaways from watching hours & hours of his interviews.

"I'm a realtor. I sell every day. I'm not a trainer. So i'm in the trenches and giving out information."

FAST FORWARD TO TODAY…

After helping his celebrity client with their million-dollar purchase, Jordan realized the other agents in Westlake weren’t really any better or different than him.

"If these people can sell million-dollar homes, I think I could do it too."

So he knew he had to do the same thing he did earlier in his career. He had to master the product.

The first difference is that Jordan views each listing as its own business.

He is the CEO. And the seller is the chairman of the board.

That’s why Jordan never says ‘List with Jordan Cohen,' ever.

I say, ‘Interview Jordan Cohen, you'll be glad you did."‘

💰 $300M Listing Presentation

The job of a realtor is to “maximize the exposure of the home to get as many people as possible, and then have the most confidence in negotiating on your behalf.”

🧠 This is the Jordan Cohen mindset:

Importance of strong listing presentation: "If you don't have a great listening presentation, I like to say a powerful, an ‘I can't lose listening presentation’ if you don't have the confidence in yourself and have that skill set, then real estate's not very fun."

Removing NO from the table: "My goal on every listing presentation...is to have the seller not WANT to hire me but feel they NEED to hire me to accomplish their goal. My presentation is also geared towards answering every common question that we always get before it comes up.”

Investing in selling their home: "I say I will INVEST in this thing; I never say SPEND money. When I say something to a seller, I don't say, I'm going to spend money on this or this. I say invest. It's an investment."

Being proactive & eager: "I push to try to go first. I want them to list with me and cancel everybody else."

Emphasizing the importance of self-confidence and a winning mindset: "The most important skill set that I talk a lot about… is the ability to compete and win."

Now you might see why Kobe worked with him…

💵 So how does Jordan handle pricing?

"Everybody wants more than fair market value. I always say right to their face… I want to get YOUR PRICE or more."

📱 But what about marketing?

“I established credibility by being the number one agent, but don't hire me because of that. Hire me because of what I'm going to do FOR YOU.”

He always ties everything in his listing presentation back to how it will help them sell THEIR home.

"Your house is my star. I'm going to take all day, every day, promoting your house to get your house sold."

"A lot of real estate agents forget about that.”

Jordan went from selling $200,000 homes to consistently selling multi-million dollar properties because, instead of passive marketing, he takes an aggressive approach to marketing his listings.

🧰 Listing Marketing Toolbox

He considers all of his marketing as tools in his toolbox. Meaning he can pick and choose depending on what’s needed for each situation.

"I don't put my picture on anything. I don't put my picture on any mail or any cards or any print marketing because I wanted to use that kind of language to be able to say, 'It's not about me, it's about the house.'"

He doesn't focus on talking about listing properties on platforms like Zillow because he considers that a given part of the job. Instead, he focuses on presenting the things he does differently.

Jordan’s listings get the full treatment:

• carefully curated, custom photography: he chooses the perfect angles, the right photos, and organizes them differently.

• unique, non-traditional listing descriptions: he doesn’t use ChatGPT or generic real estate words like spacious, ample, etc.

• full page brochures: using bigger brochures than his competition, he highlights the best photos in a huge way making them pop & bullet points to keep the wording simple so you want more.

• print ads: he’ll carefully select magazines, newspapers, and other sources where he consistently advertises.

• mailed just listed & just sold brochures: he’ll mail 300-500+ to his sphere of influence, past clients, relocation companies, relocation agents, the neighborhood, etc.

• high-quality video: his Reels are not normal listing videos.

• smart social media content: If you check out his Instagram you’ll immediately see his difference. He doesn’t market himself. He markets his listings.

• making calls like an agent: he views himself as a sports agent. He goes to work for clients to try and find them opportunities using his network.

• open houses: while he built his business with open houses, he actually sells clients off them now saying they affect showings & his ability to close clients one on one.

• showings: this is where Jordan shines. He will prescreen & vet buyers to make sure they’re qualified & able. Getting to know the buyer also helps him understand their wants & needs. He’s known to be able to close buyers even when they’re deciding between multiple properties.

He advises seeing each investment you make in marketing a new business opportunity.

He also doesn’t waste money on marketing. He gauges if it works or doesn’t and will cut and only keep what works. These are just some of his that have proven to work for him.

🔑 A few quick takeaways:

• Jordan is relentless at skill acquisition becoming the best at the most crucial skills

• His laser focus offers a unique opportunity to provide a world-class service

• He focuses on his client, product, and end consumer, not himself. This separates him from everyone else.

• His proactive and aggressive approach to marketing focuses on selling homes, not himself. Not surprisingly, this sells him as the expert.

• Jordan is a people person through and through. Which is why he doesn’t hand off clients to a team, he wins listing presentations and closes buyers better than most.

The Agent’s Edge is must-read content with more details on Jordan’s success. Check it out if you want to learn from the master himself!

🧱 From Dropout to $2 Billion: How Jas Takhar Shook Real Estate By Podcasting

Meet Jas Takhar, the man who went from selling books at 6, newspapers at 12, and dropping out to selling $2 billion in real estate.

Join me as we talk about his story and lessons starting from single deals to multiplying his time by doing in-person workshops, then webinars, and now podcasting even though everyone told him he was crazy...

Yet, he has now interviewed some of the TOP leaders like Gary V, Ryan Serhant, Patrick Bet-David, Bob Proctor and many more.

Here's his story and his lessons from 29 years in real estate, selling 700 homes a year consistently, and becoming the #2 Royal LePage Signature in CA, ranking top 3 in the country consistently for over 5 years. I hope you enjoy!

In this conversation, we discuss:

• 00:00 - Jas Takhar

• 01:16 - His story

• 02:33 - The overlooked pieces of Jas' success

• 07:58 - Truth about balancing multiple businesses

• 13:10 - Stuttering challenges

• 15:27 - Why you are enough

• 21:05 - Creating a culture of being okay with failing so you can innovate

• 29:20 - How one 30-minute convo with Ryan Serhant became 15 pieces of content

• 30:17 - How Jas made $12 million in income from podcasting

• 34:10 - 3 best tips for starting a podcast

• 38:17 - Why you need to stop caring about the algorithm

❓ Your Questions Answered

I have a question form in the newsletter, where you can ask me questions and I’ll answer them.

I won’t use names to keep them anonymous.

1. As a real estate agent, what should I pay more attention to: youtube or tiktok, or instagram? What is more important as far as growing your audience?

This is tough to answer because, like real estate, you can build your audience whichever you find fits you & your personality. (I have an old personality test post on my Instagram that shows different content creator personality styles in real estate)

So while this is hard to give a one size fits all answer, there are some beliefs I can share:

• Long-form content in my opinion is better for businesses (real estate) because it is much easier to go from macro to micro. Meaning it’s easy to take a YouTube video, a podcast, a blog, or a newsletter and turn it into short-form content. It’s much more scalable and repurposable content. Generally, speaking long-form content platforms also are better long-term platforms.

• Short form does well for top-of-funnel awareness, and it takes much longer to build trust. It takes way more videos because people only get 30-60 seconds of you. However, it can work. It will just take more.

• Most short-form content platforms are not built as well for local discovery, and search compared to Google & Youtube. TikTok is getting better but it still has a long way to go.

• Long form vs short form. Long form like YouTube won’t help you stay in front of your sphere, past clients, and even your database consistently, Instagram, Facebook & email will. Instagram is better for messaging because you can leverage it for DMs. While TikTok has better virality, but it’s diminishing.

• It’s not an either-or question. It’s AND. If you’re making content for YouTube you can post turn it into short form for Instagram or TikTok. And if you create content for Instagram or TikTok you can post it on the other & YouTube.

• Find 1 that works for you and go all in on it. Test a lot, and just sprinkle your content on other platforms.

2. If I wanted to make monetise my content online, which platform is best, and what strategies should I use to optimize monetization?

I don’t know if I’m answering this correctly but in real estate, your highest return is real estate services.

The money you make on ad sense is abysmal. Even with 10,000 and larger channels.

The highest profit businesses for creators on social is their own businesses. This is why you see the largest creators like Mr. Beast (Feastables) & Login Paul (Prime) selling products. It’s the highest return on their largest asset, their brand.