📕 Author of The Conversion Code (Johns Hopkins curriculum) 🏠 Building @listingbeacon 🎯 I say what agents think but can't post 📧 Newsletter https://xitter.cf/t.co/DbHawDqfoq
Orlando, FL
Joined August 2009
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AI-powered Beacon Brings Transparency to Real Estate Listings nowbam.com/ai-powered-beacon…
Your seller says "Let's see how it goes."
Translation: "I'm hoping the market agrees with my number, and I'm not blinking first."
So don't wait for week four to talk price.
Do it at the kitchen table, before they sign:
"I'm committed to X, Y and Z in the first 30 days. If we haven't seen strong showings or offers by then, can we agree right now to revisit the price?"
Then shake on it.
The price talk on day 30 is a fight.
The price talk on day zero is a plan.
Chris Smith retweeted
A radius doesn't know where your neighborhood ends. You do.
In Beacon, draw the comp area right on the map around the listing. Hit "Use this area" and only the comps inside it stay in your seller's report.
Agents asked us for this one a lot.
"We're waiting for rates to drop."
Okay. Here's a number that moves faster than the Fed.
Fall list prices run roughly 3.5% below the summer peak.
On a $400,000 house, that's $14,000.
Add a seller-paid buydown and the monthly payment moves even more.
The rate isn't the only number that moves.
It's just the only one buyers are watching.
The #1 complaint sellers have about their agent isn't price.
It's silence.
"I have no idea what my agent is doing."
Meanwhile the agent is doing everything.
Portals. Socials. Showings. Comps. Feedback calls.
None of it lands in the seller's inbox.
A brokerage leader told me this week how they update sellers right now:
"It's really up to the agents. But we don't like that and we need something better."
Her words: "Everybody has like 50 different systems going on."
Your seller can't see work you don't show them.
Invisible work gets paid like no work.
Year one of a client's YouTube channel.
104 leads.
Not form fills. People who called, texted or emailed her directly.
16 closed.
2 under contract.
3 referred out for a fee.
24 still warm.
11 picked someone else.
Zillow sends you people looking for a house.
YouTube sends you people looking for you.
Bad CTA: "Want to know what your home is worth?"
Better CTA: "If you're selling in the next 6 months, see the numbers."
The first gets curiosity clicks.
The second gets sellers.
Anyone who clicks that one is worth a call.
You want a bigger email list.
It's already in your phone.
Hundreds of contacts who'd say yes if you asked them personally.
One text each:
"Hey, I started a little weekly email about [Neighborhood]. Want it?"
Your list isn't small. You just haven't asked.
Subject lines that beat "Market Update":
"Thursday, 2:15 p.m." (+28%)
"But here's what your Zestimate missed" (+17%)
"Rates. Just. Moved." (+24%)
Your subject line is probably fine.
That's the problem.
The question that gets more comments than anything you'll ever post:
"How old were you when you bought your first house?"
Add: "And if you don't mind sharing, how much was it?"
Nostalgia. Bragging rights. Real estate.
Your sphere will write paragraphs.
78% of agents say clients used AI on their deal this year.
23% had a client challenge their price with it.
12% had their commission questioned by a chatbot.
Stop being offended.
Ask first: "Have you run any numbers through ChatGPT?"
Pick the guru for the channel:
Facebook ads: Hormozi or Dan Kennedy
Direct mail and billboards: Ogilvy
Social: Gary Vee
Email and blogs: Seth Godin
The listing that won't move: the Wolf of Wall Street
Tell AI to write it the way they would.
Same house. Five different closers.
You spend 20 minutes on the subject line.
Your reader looks at something else first.
The sender name.
"ABC Realty Group Newsletter" gets deleted.
"Chris Smith" gets opened.
People open emails from people.
Instagram followers are rented.
So I built one DM:
"Thanks for the follow. Want my free weekly email?" [Yes]
1,591 sent.
1,210 tapped Yes.
76%.
Your followers belong to Zuckerberg. Your subscribers belong to you.
Chris Smith retweeted
1,507,640 Instagram views on one Salem, OR listing. Jordan Sparks put 1757 Chemeketa St NE in front of buyers on Instagram, and the seller watched every view get counted and credited to Jordan on their Beacon report.
My team pulls the top-performing Realtor reels every week.
What's crushing it right now:
- "The dumbest law in [city]"
- "What $1.9M gets you in [town]"
- A beloved restaurant closing this weekend
- "Things in [city] only locals understand"
What's not on the list:
Just listed. Just sold. Happy Monday.
Your listing isn't content. Your town is.
A former Guardian editor built a London newsletter to 42,000 subscribers.
Zero marketing spend.
His trick: his phone number sits in the middle of every issue.
20-30 tips a day from readers.
Your farm is full of people who know what's going in where the bank used to be.
Give them your number.
Your favorite marketing book is already inside ChatGPT and Claude.
So use it.
"Write a campaign for this listing using Building a StoryBrand."
"Rewrite this description the way David Ogilvy would."
The StoryBrand workshop used to cost $7-10K a head.
You just ran it on a listing in 30 seconds.
Airbnb just banned hosts from asking guests to do chores.
Guests cheered. The people who own the houses got stuck with the bill.
Agents do this every week.
8pm Sunday showing. Newborn asleep upstairs. "Just a quick one."
The buyer is a transaction.
Your seller signed the listing agreement.
