Relationships vs. Research: How Sellers Pick Listing Agents

This graph (courtesy of 1000watt marketing agency) shows the top 6 ways home sellers find and choose their listing agents. 1000watt has effectively outlined where you should focus your time and energy to attract and win more listings.

I mentioned earlier this week that, per NAR, 81% of sellers go with the first agent they talk to. This highlights two key points. First, the importance of being that first call—this chart shows you where sellers are finding you, mostly through relationships and research. Second, 1000watt’s data explains why sellers often don’t bother talking with other agents: they either already know you (relationship), or they’ve vetted and compared you to others in advance (research).

If your marketing isn’t A. Reminding your database contacts to think of you for referrals, and B. Positioning you to win in online research—whether through reviews, agent directories like HomeLight, or other platforms—you’re definitely missing opportunities.

4 Easy and Inexpensive AI’s to Fix Your Audio

Recording high-quality audio can be a struggle, especially when you're relying on a phone's built-in mic or working in less-than-ideal environments. Fortunately, AI has revolutionized the way we handle audio.

Here are 4 easy and inexpensive AI’s to Fix Your Audio:

1. Elevenlabs Voice Isolator - Separates and enhances vocal tracks from audio recordings by removing background noise, music, and ambient sounds.

2. Audo Studio Noise Removal - Automatically reduces noise and isolates voices, removing sounds like hums, wind, barking dogs, and clatters.

3. Krisp AI Noise Cancellation - Cancels real-time noise during virtual meetings, like keyboard clicks, chatter, and traffic noise on platforms like Zoom.

4. Adobe Enhance Speech - Enhances audio clarity by reducing background noise and improving vocal quality for clear, professional recordings.

Whether you're trying to eliminate background noise, reduce echoes, or simply enhance your voice, these AI tools make it easier than ever to achieve professional results without the need for expensive equipment.

SearchGPT: OpenAI’s Strategic Move to Challenge Google

Exciting news in the tech world: OpenAI has just launched a waitlist for their latest innovation, SearchGPT. This new AI is designed to compete directly with Google and potentially transform how we search the web. Unlike traditional search engines, which provide lists of links for users to sift through, SearchGPT aims to offer a more refined and efficient search experience.

Rather than simply presenting search results, SearchGPT is designed to act as a strategic partner. It will help users find and evaluate information more effectively by understanding the context and specifics of their queries. This means you could spend less time clicking through multiple links and more time getting accurate, relevant answers quickly.

The potential impact of SearchGPT is substantial. It could change the way we interact with search engines, making the process of finding information more intuitive and streamlined.

Sellers Want the Spotlight: Marketing Strategies for Top Listing Agents

What sets you apart from other listing agents? In today’s competitive real estate market, sellers expect more than just the status quo. They’re looking for innovative strategies that give their homes a competitive edge. Marketing a home involves more than just syndicating through the MLS. So, how are you stepping-up your sellers’ experience and ensuring their property stands out?

Consider Brad McCallum, who’s created a distinctive “seller stage” through his YouTube channel. His property tours aren’t just videos—they’re like HGTV episodes that captivate viewers and attract thousands of potential buyers. Sellers see this and think, “That’s the kind of exposure I want for my home.”

But you don’t have to be a video extraordinaire to create your own stage. The challenge is to find what works best for you in your market. Maybe it’s a well-curated email list full of potential buyers, a locally-concentrated social media following, or an event strategy that drives major buzz and press. The key is to think beyond the conventional methods and build a platform (i.e., a “stage”) that highlights your listings in a way that resonates with today’s sellers.

 The possibilities are endless, but the goal is the same: to offer something more, something memorable that makes sellers confident in your ability to market their home.

So, what’s your seller stage? How are you setting the scene to ensure your listings get the attention they deserve? The real estate market is evolving, and the agents who thrive will be those who continually innovate and captivate their clients.

Your Personal Narrator: Introducing ElevenLabs' "Reader" App

This app by ElevenLabs, called “Reader,” is absolutely next-level!

ElevenLabs leads the AI space in voice synthesis. You can upload your own voice sample and it’ll clone you with uncanny accuracy! Alternatively, you can use one of their many library voices. Imagine iconic superstars like Burt Reynolds or Judy Garland reading the article to you.

A few other noteworthy features:

1. The app has a lock-screen setting, so it’ll read in the background while your phone is locked, preventing accidental button presses.

2. You can skip forward and backward 15 seconds, like a podcast.

3. It can read more than just article URLs—you can load PDFs or eBooks too.

This app will be particularly valuable for users who prefer auditory learning or who find themselves frequently on the move.

Catch Buyers' Eyes with Weekly Real Estate Deals

You may have heard about Sharran Srivatsaa’s “Deal of the Week” campaign. If not, it’s pretty straightforward: a weekly group message highlighting a prime real estate investment opportunity, sent to a list of recipients.

This savvy campaign can spark interest and motivate potential buyers—plus it showcases your eye for an opportunity. But that’s not all; it’s also versatile. With more price reductions and rising days on the market, consider a “Deal of the Week” variation: the “Drop of the Week.” In this adaptation, you’ll highlight the most impactful price drop of the week.

Creating Share-Worthy Content: The Key to Instagram "Sends"

On Instagram, the ultimate measure of a post's success is no longer just likes or comments, but "sends." This crucial metric refers to how often users share a post via the paper airplane icon, primarily through direct messages (DMs).

Why are "sends" so vital? Instagram's data shows that user engagement through DMs is significantly higher than through feed posts. This makes DMs a powerful tool for increasing your content's reach and impact. Unlike TikTok, where messaging isn't as central, Instagram users actively use DMs to connect and share content.

When you post on Instagram, the platform tests your content with a small audience. If it performs well, it reaches larger groups of users. The key factor Instagram looks for during this process is how frequently your post is shared via DMs.

So, when you are creating your content for Instagram, think about how likely it is to be shared through DMs. Focus on making your posts engaging, relatable, and share-worthy to maximize their reach and impact.

Short-Term Savings, Long-Term Loss: How Cutting Marketing Affects Sales

Feeling frustrated because your listings are taking too long to sell? It’s understandable to feel the urge to cut back on marketing efforts to save money, but DON'T! While it might seem like a smart move to neglect social media, ditch professional videos, or trim your ad budget for short-term savings, this strategy won’t sell houses.

Every seller demands and deserves world-class marketing, and cutting corners can have serious consequences. In today’s competitive real estate market, if a listing isn't given a robust launch, it lingers on the market. When a listing lingers, it not only becomes less attractive to potential buyers, but it can also result in price reductions and longer sale times, causing frustration and financial loss for the seller.

So, rather than cutting back, invest in comprehensive marketing from the start. Doing so will give your listings the best chance to sell quickly and at their full value.

Save on Boosted Ads: How to Avoid Apple’s 30% Service Fee on Facebook and Instagram

When you boost Facebook and Instagram ads from iOS apps, Apple takes 30% of your ad budget—a fee now expanding globally from its start in the U.S. Want to avoid these Apple service fees? Here’s how:

• Boost on facebook.com Instead of the Facebook iOS App. Boosting directly from facebook.com saves you 30% on your total ad spend, before taxes and local fees. Ads boosted from instagram.com, Meta Business Suite, or Meta Ads Manager will reach your audience just like those boosted through the Facebook app.

• Add Prepaid Funds. Use facebook.com’s payment settings to add prepaid funds to your ad account. These funds can be used on the Facebook iOS app to boost ads without incurring the Apple fee.

• Use Meta Business Suite. Manage and boost content with the Meta Business Suite app or from a computer, bypassing the Apple service fee.

• Create Ads with Meta Ads Manager. Create ads using the Meta Ads Manager app or website to avoid Apple’s fee.

These strategies not only enhance your budget efficiency but also ensure your ads are delivered seamlessly to your target audience without compromising on reach or effectiveness.

Strategic Pricing: Attracting and Retaining Homebuyers

Effective marketing is only as good as the price it promotes.

A property is never more valuable to a buyer than on the day it’s listed, spurred by the urgency to act quickly for fear of losing out. However, as days turn into weeks, that urgency fades—and so does the property’s perceived value.

Across the country, days on market are rising and, as expected, so are price reductions. Price reductions serve as a correction to initial overpricing (usually), aiming to bait interest and rekindle competition. However, they often shift power to the buyer, signaling a reactive rather than proactive strategy.

For instance, a home valued at $1.5M was listed at $1.7M, sat on the market, and had its price reduced by $100K. It eventually got an offer for $1.3M, and the seller had to negotiate up to $1.4M. Had it been priced to sell from the start—luring competing parties—the seller’s outcome might’ve been different.

Effective marketing is only as good as the price it promotes.

One Simple ChatGPT Prompt to Ace Your Next Listing Appointment

Use one simple ChatGPT prompt to prep for your next listing appointment.

ChatGPT’s Data Analysis feature enables it to process and understand various media formats, such as documents, spreadsheets, images, and more—far beyond just text. To use it, look for the paperclip icon in the message bar where you type your prompts.

For instance, you can export your MLS search results to a spreadsheet (most MLS systems allow this), attach the file to your ChatGPT conversation via the aforesaid paperclip icon located in the message bar, and let ChatGPT extract and generate incredible insights. You’ll sound like a genius at your next listing appointment!

Download the full prompt here:

How to Win Home Buyers with In-Depth Community Tour Videos

What if you made a commitment to consistently creating super in-depth, high-quality community tour videos? Consider this: Buyers will naturally turn to Google and YouTube for answers to their questions and curiosities—e.g. “Should we move here or there?”—where they’ll come across your tours.

In terms of segments to include in your videos:

1. Lifestyle & Amenities: Highlight the area’s lifestyle, amenities, and activities.

2. Land Analysis: Analyze the land—the topography, geography, and what it means for residents.

3. Traffic & Transit: Share insights on traffic patterns, commutes, and transit options.

4. Real Estate Market: Discuss the real estate market: performance, trends, forecasts, and more.

5. Home Tours: Coordinate with happy residents to tour their homes, giving viewers an inside look.

6. Housing History: Highlight the community’s housing history—what was built, when, and the quality.

Imagine having a catalog of every community in your market. Think about how valuable that would be for potential buyers and how it could set you apart in the real estate world. What’s more, consider what prospective sellers would think of you—they’d see you as the expert of that area.

Social Media vs. Search: Generational Shifts in Online Discovery

Has social media surpassed Google for online searches, particularly those with business intent? The answer varies by age, but the bigger factor is understanding how customers are most likely to discover your product or service.

According to a recent Forbes study, there’s a notable preference for social media searches over Google among younger generations:

• Gen Z: 46%

• Millennials: 35%

• Gen X: 18%

• Boomers: 7%

If you dig into the nuances of the study, you’ll see that the uptick in social searches is particularly strong for topics like gift ideas, interior design, fashion, and cars. In other words, searches that may have more to do with exploring possibilities versus seeking something specific. So, while age is a factor, it really all boils down to intent. As a sidebar, Pinterest should have excelled in these areas but (IMO) missed the mark, probably due primarily to their lack of emphasis on video. But anyways...

The key takeaway is that while age is a factor, the real focus should be on the intent behind the search and how customers logically discover your product or service.

Video Strategies for Success: 3 Key Approaches to Winning Sellers and Buyers

Truth is, the real estate market’s pretty challenging right now—with both buyers and sellers holding back. There’s still a shortage of listing inventory in most areas; however, high rates have slowed down buyer demand, causing listings to take longer to sell. Despite these hurdles, these three videos can help you attract more sellers and buyers.

1. LISTING VIDEOS: Show future sellers your property marketing prowess. High-quality tours demonstrate your expertise and relentless effort, showing potential clients that you’re up to the task of getting their home sold.

2. MARKET UPDATES: Share trends and data to help buyers and sellers make informed decisions. The insights you provide might be just what they need to decide it’s time to buy or sell.

3. NEIGHBORHOOD TOURS: Buyers are searching for information on different areas. Provide in-depth, high-quality community tours, highlighting local amenities and features. When they take to Google or YouTube to explore options, they’ll find your videos.

Ready, set, action!

How to Be the “Dream Agent.” Effective Marketing Strategies to Attract Future Sellers

Are you the seller’s dream agent—the go-to when it’s time to list? Prospective sellers are paying close attention to see how you operate.

In a market where inventory is rising and homes are taking longer to sell, all eyes are on agents. Your ability to differentiate yourself through innovative marketing, personalized service, and effective negotiation tactics can make all the difference in securing new listings.

Be the First Call: How to Become the Go-To Agent for Sellers

It’s startling but true: 81% of recent sellers contacted only one agent before making their decisions (NAR). The way I see it, this statistics underscores the critical importance of being the FIRST agent sellers think of.

This means building a strong, recognizable brand, maintaining a visible presence in your community, and continuously engaging with potential clients long before they decide to sell.

Timing and Pricing: Key Strategies for Selling Properties Quickly

What’s your take? How are you approaching and advising your sellers on pricing in today’s market?

The way I see it, a property is never more valuable to a buyer than on the day it’s listed—spurred by the buyer’s instinct to act quickly for fear of losing out to someone else. However, as days turn into weeks, the urgency fades—and, consequently, so does the property's perceived value.

What’s more, a property attracts the most attention on the day it's listed because popular search platforms prioritize new listings. As the listing ages, however, both visibility and buyer interest inevitably decline.

Protecting Your Privacy on ChatGPT: A Quick Guide

If you're using ChatGPT, it's important to know that by default, your conversations may be used to train future models. This includes any sensitive information and proprietary data you share, whether in text or voice form. If you're uncomfortable with this, you can easily disable this feature.

How to Turn Off Data Sharing:

1. Log into your ChatGPT account.

2. Tap on your profile picture.

3. Choose Settings.

4. Select Data Controls.

5. Toggle the data sharing option off.

Taking this step will ensure your data remains private and acts as a safeguard for your sensitive information within ChatGPT.

The Power of YouTube In-Stream Ads in Interruption Marketing

YouTube in-stream ads (i.e., the commercials that play before, during, or after other YouTube videos) have a knack for making real estate agents local celebrities—in a good way! The agents I coach often get recognized by strangers, friends, and family who spot their ads and can’t help but mention it. These ads act as a powerful pattern interrupt, making people stop and take notice.

In a way, it’s reminiscent of the old-school local TV commercials that created a bit of a “celebrity effect” by mixing local content with national programming—where viewers weren’t expecting to see something proximate and familiar. Unlike other online ads, YouTube ads don’t blend in—they stand out and capture attention.

So if you’re looking for a cost-effective way to achieve high recall and win attention in your local market, YouTube in-stream ads are a definite way to go.

Now, you might be asking how to run these types of ads. Click here for detailed steps on how to set them up and integrate them into your marketing strategy.

From Problem to Solution: Integrating "Demand Generation" into Your Marketing Strategy

Ever heard of "Demand Generation"? It’s a vital part of your marketing strategy, designed to ignite interest in your services. Essentially, it’s about persuading people to want to hire you. Think of it as marketing “Inception”: it naturally leads customers to conclude that hiring you is their best decision.

The trouble is, though, that many businesses and marketers fall into the trap of laziness and impatience. Just consider the overused CTA: "For all your real estate needs..." Not only does this vague directive burden the customer with figuring out what those needs could be, but it also does nothing to stir up actual desire.

Demand generation isn’t just about telling customers what to do; it’s about compelling them to act on their existing desires

Refer to this framework as a practical, fill-in-the-blank tool to clearly articulate your value proposition and effectively generate demand for your services.

1. Problem: The challenges your customer faces.

2. Proposition: How your services solve or mitigate these challenges.

3. Payoff: What your customer achieves—envision their success.