This video explains a strategy for real estate agents to sell listings faster and at higher prices without relying on traditional advertising. The speaker, Levi Jones, presents a process his company uses, highlighting its success in selling a significant number of listings within a year, achieving shorter days on market (DOM) than average, and netting sellers more money.
Prioritize Traffic Over Price Drops: Instead of lowering prices to attract buyers, focus on generating high buyer traffic to achieve both a higher selling price and a shorter DOM. Sellers primarily desire a quick sale and maximum profit; focusing on traffic achieves both.
Four Pillars of Traffic: The speaker identifies four key channels to generate buyer traffic: the Multiple Listing Service (MLS), online search engines (Zillow, Redfin, Realtor.com, etc.), social media (Facebook, Twitter, Instagram), and drive-by traffic.
Incentivize Buyer's Agents: Offering a higher-than-average buyer agent commission (e.g., 4%) significantly increases the likelihood of buyer agents actively showing the property to their clients, even if it means higher costs for the seller. This is advertised widely except on the MLS.
Track Results with an Agent Scorecard: Use a scorecard system to monitor key metrics like average closed price, days on market (DOM), and leads generated per listing. This allows for quantifiable demonstration of value added to clients. A higher price is offset by increased speed of sale due to the increase in traffic.
The speaker details the following strategies for maximizing traffic:
MLS: Offer a significantly higher buyer agent commission (e.g., 4%) than the market average. While this can't be explicitly advertised on the MLS itself, it can be promoted via email blasts to all agents in the MLS, on the for-sale sign, on a single-property website, and in video tours.
Online Searches (Zillow, Realtor.com, Redfin, etc.): Use 10 photos or fewer to maximize curiosity and include a clear call to action (e.g., "Free video tour, full photos: Text this code to this number") that drives leads through text message or SMS autoresponder. A video tour is also suggested, including the higher commission information.
Social Media (Facebook, Twitter, Instagram): Post listings to Craigslist and Facebook Marketplace. Utilize an "upirculating playbook" to increase engagement, aiming for many shares and likes. The speaker’s example showed 30 shares on a recent post. Include the higher buyer agent commission in all social media ads.
Drive-by Traffic: Use a standout sign with a clear call to action, directing potential buyers to text a code to a number for more information (photos, pricing, video tour). This leads to passive lead capture via text autoresponder. The sign should include social proof and familiar logos (Fair Housing, National Association of Realtors).
