with A.Z. Araujo - Episode 10:

Underestimating

with A.Z. Araujo - Episode 10:

Underestimating

CUSTOM JAVASCRIPT / HTML
Being labeled as a Master in your area of influence isn't always what gets you the client. Putting yourself out there, communicating to them who you are will be the game changer. A client wants to know that you are the authority in your field, but not by a license hanging on your wall, but the knowledge you share. Having a strong marketing game through social media is what will put the dollars in your pocket that you have been working hard to get. To make that money you need to be in front of your client every day, every week and be committed to your brand. Improve your perceived value, and your client will be excited to be on the journey with you.
Underestimating What is Required
  • ​We have one objective here, and that is to get our mind right so that we can recalibrate and recommit to the actions we must take to dominate our week. Today I want to talk about Underestimating What is Required.
  • ​As you know, I am preparing for a Triathlon, and the swimming I have been avoiding. I waited until just a few weeks ago to get into the water. I hesitated because I am uncomfortable with my head going into the water, not knowing what is swimming under me, it is a mind game I play with myself. 
  • ​Over the last 2 ½ weeks I have been going at it and hired two coaches; the first was a Masters Coach, but we didn't connect. That stresses the importance of connecting with our clients on a personal level when you do you will have that loyalty from your clientele base. 
  • ​I didn't get to know this gentleman; he doesn't have a strong social media presence; he knows what he is doing; I didn't know enough about him to have a connection. 
  • ​I went to a second coach, who was as good as the first one but his interaction with me was different, more personable. He knew about me. When I contacted him, the first thing he did was research me, got to know who my friends were and started communicating with my friends. He had a solid social media presence so I got to know him, which was more important.
  • ​Two individuals with similar skillsets, but why did I choose the one that had more exposure? Because he put himself out there, he didn't hold back and proclaimed his authority in the space. The other guy had a generic Facebook page, didn't communicate that; he was passionate, but I didn't feel connected.
  • ​Creating value is perceived value, and if you don't market your name, your face and your personality consistently, you will lose out. You may be as skilled or more skilled than the next guy, but with no connection on a personal level, you will lose that client. I chose the other guy because he showed a presence of authority and I get excited about that. 
  • ​You may think it isn't a big deal; you are doing social media marketing, reaching out through email and texts and just going through the motions. Your clients get excited to work with someone with perceived value, perceived authority. We need to understand that, and if you aren't doing enough marketing, that needs to change. 
  • ​You will lose clients to people who have more perceived authority. As you go into this week, you can't hold back on your marketing, or you may lose out on a clientele base that is sitting on the fence. They have been working with another agent that hasn't connected with, and they see you and all of this perceived value, they are going to go with you, that get excited about it.
Beginners Swim 1:1
  • I have been in the pool for the last few weeks, my skill sets have improved, and I think I should be farther ahead then I am. My coach sends me a PDF the first time I meet him entitled,” Beginners Swim Session.” I thought to myself that I didn't need to see it; I am a beginner, but I have swimming now for 2 ½ weeks. I assumed the beginner's session would be straightforward, so I don't even open the PDF.
  • ​I went to my second swim lesson, and I am improving, and he asks me if I did anything from the PDF he sent me. I told him to know, said I would look at it and I avoided it again. This morning I knew I would be in the pool and I decided to open the PDF. The warm-up itself is 400 meters; I thought what the hell? I am a beginner, and this is way too advanced for me. This is too much.
  • ​As soon as I opened it I remembered new agents that have come from other real estate offices that have never put themselves out on social media. I tell them to put their marketing online and put a selfie video up right now. People are resistant; they are a beginner; those are the realities of understanding of what is required.
  • ​You cant take a 6 -8-week process and finally do a selfie video. You need to jump right into it not ease into it as you want. There is no easing into it; you need to run and jump in; head first. This was not a case of sticking my toe in the water; this was about going all in. The main set following the warm-up was four sets of 50 and rest 20 seconds every two. Then do 100 meters without stopping, and that sounds easy until you get into the water. You aren't supposed to put your feet down, breathing, learning the right techniques and keep going.
  • ​Then the set continues with three sets of 50 and then 150 meters without stopping, then two more 50 meters and finally 250 meters; that is eight times up and back without stopping as a finish. This is the beginner; I thought I was way above a beginner until I realized what was required for me to handle if I want to finish this triathlon. That is a big deal. 
  • ​When I tell you that marketing is required, going on social media and connecting with your clientele base is what is necessary for you to succeed. We don't have time to ease into it. Think about this as you hesitate to do things for your business. You may be uncomfortable just going around your sphere of influence, and that is good. You need to add another link to it, your marketing game needs to be on point, and you need to be seen as the authority.
Are You the Authority?
  • It is a two-way conversation that we are having here. One is just the importance of just going at it, not thinking you are getting started or a veteran agent who feels that they are above this type of marketing. There are a lot of agents who are happy with just getting referrals. I am not talking about staying the same; I am talking about adding this element; you can increase your income by several 100,000 dollars. If you are already selling 10 million and more, that is some big money on top of that. 
  • ​Imagine if you are consistent with your marketing game, with the selfie and raw videos. Our acceleration program has agents learning about the different types of videos in lesson 7. If you are interested in being part of the next training reach out to me, regardless of how long you have been here. This is a process we use to prepare you to do social media videos. Video 7 is about reading an article and then translate it, on camera, through your own experiences. That way they will see you as the authority. Out of 10 people in the group, two have submitted their video. That is the thing, the value we give our clients will always correlate to the amount of money in our pocket.
  • ​If you are struggling financially, consider that you may need to get more value out there. There are a lot of good agents in Arizona that give updates, a few in A.Z. & Associates. They tell you what is going on in the market right now. You need to proclaim today that you will do it every week. 
  • ​It is a simple process of reading an article that is industry related, and sharing it with your clientele in an informative manner that relates to you personally first, states the facts then has a call to action. That is you telling them if they want to know more about this subject to call you and you will give them more information.
  • ​You assume that the information you are sharing is already out there. You know that because all you think about is real estate; your client does not, so they will be interested in what you are telling them. What you think is basic is new knowledge to them. 
  • ​My swim coach has probably heard his story a million times, but I have only heard it once, and that is important to me as the client. He understands that he needs to communicate that to me. 
  • ​When we talk about perceived value and underestimating what is required it all goes hand in hand. I am looking at it from the clientele perspective and if you don't market I will not know your worth. Your client doesn't know your worth, experience or your commitment level. On the flipside underestimating that making videos is probably your number one priority and communicating to your clients; you need to focus on that. 
  • ​If you have held back from putting up selfie videos, and weekly updates, start this week. Someone is watching you; there only has to be one conversation that gets them to call you. Now it is a game to find out what conversation intrigues them. 
  • ​1500 meters is what I am required to swim in my triathlon, and it is part of my beginners swim session. There is no more easing into it, no more one day. You need to go after it and claim you are the authority. Understand your value and once you see that you will give that energy to your client. You need to believe in yourself most, make your mistakes, stutter on live.
Quit Playing Small
  • Take what you like from what other agents are doing; it doesn't matter, because your clients don't know them. Everyone has hesitation in the beginning, but they overcome those fears and understand what it takes to succeed in this business. If you don't see the money in your bank account, you are underestimating the action that is required. You have to become the authority, put yourself out there and become a marketing machine. 
  • ​Starting a podcast, doing YouTube videos or interviewing other agents; no better way to become the authority. I am asking you to buy into this game again, whether it is your first day or you are ten years in; some of you are holding back. I encourage you to go today and be consistent with it. 
  • ​Take your passions, what you do outside of real estate and share it; your clients will get to know you on a personal level. Communicate with authority and certainty; your clients will be happy to know they are working with someone who knows what they are doing. Not a fly by night agent, not an average agent; they are proud of working with you. 
  • ​Some of you have more perceived value of your competition than your clients do. You think someone is better than you and your clients think you are the best. Because we know the stats and the industry, we play a bit smaller than the other guy. You don't want to penetrate their market because they have been around for years; your client doesn't know that all they see is you. 
  • ​Be the authority and your client will give you all of those marketing dollars free because they are talking about you. If you don't think you have the experience to speak on real estate, your license is as good as mine, and I have been in the game 15 years. We can do the same thing; the homes will sell themselves; we have to be master marketers of us, of you. 
  • ​You know you are doing a good job if your clients are out there telling everyone what a good job you are doing. It is very stressful to deal with different personalities, but when you are consistent with your marketing, it becomes fun. You want to make more money you need to help more people, you want to help more people you need to market your ass off.

More Episodes

CUSTOM JAVASCRIPT / HTML
Being labeled as a Master in your area of influence isn't always what gets you the client. Putting yourself out there, communicating to them who you are will be the game changer. A client wants to know that you are the authority in your field, but not by a license hanging on your wall, but the knowledge you share. Having a strong marketing game through social media is what will put the dollars in your pocket that you have been working hard to get. To make that money you need to be in front of your client every day, every week and be committed to your brand. Improve your perceived value, and your client will be excited to be on the journey with you.
Underestimating What is Required
  • ​We have one objective here, and that is to get our mind right so that we can recalibrate and recommit to the actions we must take to dominate our week. Today I want to talk about Underestimating What is Required.
  • ​As you know, I am preparing for a Triathlon, and the swimming I have been avoiding. I waited until just a few weeks ago to get into the water. I hesitated because I am uncomfortable with my head going into the water, not knowing what is swimming under me, it is a mind game I play with myself. 
  • ​Over the last 2 ½ weeks I have been going at it and hired two coaches; the first was a Masters Coach, but we didn't connect. That stresses the importance of connecting with our clients on a personal level when you do you will have that loyalty from your clientele base. 
  • ​I didn't get to know this gentleman; he doesn't have a strong social media presence; he knows what he is doing; I didn't know enough about him to have a connection. 
  • ​I went to a second coach, who was as good as the first one but his interaction with me was different, more personable. He knew about me. When I contacted him, the first thing he did was research me, got to know who my friends were and started communicating with my friends. He had a solid social media presence so I got to know him, which was more important.
  • ​Two individuals with similar skillsets, but why did I choose the one that had more exposure? Because he put himself out there, he didn't hold back and proclaimed his authority in the space. The other guy had a generic Facebook page, didn't communicate that; he was passionate, but I didn't feel connected.
  • ​Creating value is perceived value, and if you don't market your name, your face and your personality consistently, you will lose out. You may be as skilled or more skilled than the next guy, but with no connection on a personal level, you will lose that client. I chose the other guy because he showed a presence of authority and I get excited about that. 
  • ​You may think it isn't a big deal; you are doing social media marketing, reaching out through email and texts and just going through the motions. Your clients get excited to work with someone with perceived value, perceived authority. We need to understand that, and if you aren't doing enough marketing, that needs to change. 
  • ​You will lose clients to people who have more perceived authority. As you go into this week, you can't hold back on your marketing, or you may lose out on a clientele base that is sitting on the fence. They have been working with another agent that hasn't connected with, and they see you and all of this perceived value, they are going to go with you, that get excited about it.
Beginners Swim 1:1
  • I have been in the pool for the last few weeks, my skill sets have improved, and I think I should be farther ahead then I am. My coach sends me a PDF the first time I meet him entitled,” Beginners Swim Session.” I thought to myself that I didn't need to see it; I am a beginner, but I have swimming now for 2 ½ weeks. I assumed the beginner's session would be straightforward, so I don't even open the PDF.
  • ​I went to my second swim lesson, and I am improving, and he asks me if I did anything from the PDF he sent me. I told him to know, said I would look at it and I avoided it again. This morning I knew I would be in the pool and I decided to open the PDF. The warm-up itself is 400 meters; I thought what the hell? I am a beginner, and this is way too advanced for me. This is too much.
  • ​As soon as I opened it I remembered new agents that have come from other real estate offices that have never put themselves out on social media. I tell them to put their marketing online and put a selfie video up right now. People are resistant; they are a beginner; those are the realities of understanding of what is required.
  • ​You cant take a 6 -8-week process and finally do a selfie video. You need to jump right into it not ease into it as you want. There is no easing into it; you need to run and jump in; head first. This was not a case of sticking my toe in the water; this was about going all in. The main set following the warm-up was four sets of 50 and rest 20 seconds every two. Then do 100 meters without stopping, and that sounds easy until you get into the water. You aren't supposed to put your feet down, breathing, learning the right techniques and keep going.
  • ​Then the set continues with three sets of 50 and then 150 meters without stopping, then two more 50 meters and finally 250 meters; that is eight times up and back without stopping as a finish. This is the beginner; I thought I was way above a beginner until I realized what was required for me to handle if I want to finish this triathlon. That is a big deal. 
  • ​When I tell you that marketing is required, going on social media and connecting with your clientele base is what is necessary for you to succeed. We don't have time to ease into it. Think about this as you hesitate to do things for your business. You may be uncomfortable just going around your sphere of influence, and that is good. You need to add another link to it, your marketing game needs to be on point, and you need to be seen as the authority.
Are You the Authority?
  • It is a two-way conversation that we are having here. One is just the importance of just going at it, not thinking you are getting started or a veteran agent who feels that they are above this type of marketing. There are a lot of agents who are happy with just getting referrals. I am not talking about staying the same; I am talking about adding this element; you can increase your income by several 100,000 dollars. If you are already selling 10 million and more, that is some big money on top of that. 
  • ​Imagine if you are consistent with your marketing game, with the selfie and raw videos. Our acceleration program has agents learning about the different types of videos in lesson 7. If you are interested in being part of the next training reach out to me, regardless of how long you have been here. This is a process we use to prepare you to do social media videos. Video 7 is about reading an article and then translate it, on camera, through your own experiences. That way they will see you as the authority. Out of 10 people in the group, two have submitted their video. That is the thing, the value we give our clients will always correlate to the amount of money in our pocket.
  • ​If you are struggling financially, consider that you may need to get more value out there. There are a lot of good agents in Arizona that give updates, a few in A.Z. & Associates. They tell you what is going on in the market right now. You need to proclaim today that you will do it every week. 
  • ​It is a simple process of reading an article that is industry related, and sharing it with your clientele in an informative manner that relates to you personally first, states the facts then has a call to action. That is you telling them if they want to know more about this subject to call you and you will give them more information.
  • ​You assume that the information you are sharing is already out there. You know that because all you think about is real estate; your client does not, so they will be interested in what you are telling them. What you think is basic is new knowledge to them. 
  • ​My swim coach has probably heard his story a million times, but I have only heard it once, and that is important to me as the client. He understands that he needs to communicate that to me. 
  • ​When we talk about perceived value and underestimating what is required it all goes hand in hand. I am looking at it from the clientele perspective and if you don't market I will not know your worth. Your client doesn't know your worth, experience or your commitment level. On the flipside underestimating that making videos is probably your number one priority and communicating to your clients; you need to focus on that. 
  • ​If you have held back from putting up selfie videos, and weekly updates, start this week. Someone is watching you; there only has to be one conversation that gets them to call you. Now it is a game to find out what conversation intrigues them. 
  • ​1500 meters is what I am required to swim in my triathlon, and it is part of my beginners swim session. There is no more easing into it, no more one day. You need to go after it and claim you are the authority. Understand your value and once you see that you will give that energy to your client. You need to believe in yourself most, make your mistakes, stutter on live.
Quit Playing Small
  • Take what you like from what other agents are doing; it doesn't matter, because your clients don't know them. Everyone has hesitation in the beginning, but they overcome those fears and understand what it takes to succeed in this business. If you don't see the money in your bank account, you are underestimating the action that is required. You have to become the authority, put yourself out there and become a marketing machine. 
  • ​Starting a podcast, doing YouTube videos or interviewing other agents; no better way to become the authority. I am asking you to buy into this game again, whether it is your first day or you are ten years in; some of you are holding back. I encourage you to go today and be consistent with it. 
  • ​Take your passions, what you do outside of real estate and share it; your clients will get to know you on a personal level. Communicate with authority and certainty; your clients will be happy to know they are working with someone who knows what they are doing. Not a fly by night agent, not an average agent; they are proud of working with you. 
  • ​Some of you have more perceived value of your competition than your clients do. You think someone is better than you and your clients think you are the best. Because we know the stats and the industry, we play a bit smaller than the other guy. You don't want to penetrate their market because they have been around for years; your client doesn't know that all they see is you. 
  • ​Be the authority and your client will give you all of those marketing dollars free because they are talking about you. If you don't think you have the experience to speak on real estate, your license is as good as mine, and I have been in the game 15 years. We can do the same thing; the homes will sell themselves; we have to be master marketers of us, of you. 
  • ​You know you are doing a good job if your clients are out there telling everyone what a good job you are doing. It is very stressful to deal with different personalities, but when you are consistent with your marketing, it becomes fun. You want to make more money you need to help more people, you want to help more people you need to market your ass off.

More Episodes



A.Z. & Associates Real Estate Group - 2019