Jordan Cohen is a pressure of nature. Discuss with him, by e-mail or on a video chat, and also you get a way of the vitality and enthusiasm that he’d convey to the desk as an actual property skilled. 

In his new e-book, The Agent’s Edge, Cohen shares his love of actual property with readers in an enticing narrative fashion. Stuffed with sensible recommendation, it contains not simply nuts and bolts but additionally scripts and situations for making certain that your subsequent shopper interview or itemizing launch is a profitable one.

I sat down with Cohen to listen to about his e-book, his writing course of, and, most significantly for Inman readers, the secrets and techniques he’s sharing for incomes that subsequent itemizing — and getting it offered.

Your intro known as: Why one other actual property e-book? So, with that in thoughts, why one other actual property e-book?

I actually consider my e-book is the primary how-to-sell-real-estate e-book with confirmed ways and methods written by a productive, energetic actual property agent, nonetheless within the trenches. So, why? It’s to do my greatest to move alongside what has labored for me over the course of my 33-year profession.

You talked about that you just wrote the e-book at the start of 2022. With all the upheaval of the pandemic within the not-so-distant previous, was it a problem to write down in a forward-thinking method?

To be trustworthy, I really feel my methods to achieve success are timeless and work in any market. On the finish of the day, brokers have to have the talents to win in a aggressive itemizing interview and I actually really feel I ship what it takes and a complete lot extra. I don’t suppose it issues what the markets and economic system are doing.

On the finish of the day, we have to compete in opposition to associates and colleagues. And the perfect brokers are going to win and earn money. 

I pour out timeless methods like, for instance, the images chapter. I give good language [in the book’s scripts] to assist brokers sound like an professional to win. If a vendor’s interviewing two brokers, my language goes to win.

Nearly all of actual property brokers are struggling, partly due to actuality TV which made our occupation a really horny and funky job. There are extra new brokers coming in day-after-day than ever earlier than as a result of it’s a cool job now.

Bear in mind, the typical vendor will interview three Realtors earlier than they select one. Two out of three brokers lose, so I hope to present that one agent [who’s read my book] the sting to win greater than they lose.

You’ve constructed your profession as a person agent. Are you able to share with our readers how your e-book additionally speaks to brokers who’re working as members of a crew?

I constructed my profession as a person agent as a result of 33 years in the past each actual property agent was a person agent. Groups have been utterly non-existent. If an agent was going to outlive, we needed to develop our abilities and methods on our personal. 

On the finish of the day, we’re in a commission-only enterprise. So all brokers, on a crew or not, want to seek out abilities to earn money. Hopefully, all these brokers can develop the arrogance and talent set to ultimately turn out to be crew leaders on their very own sometime.

Who do you see the e-book as talking to primarily: newer brokers, mid-career brokers trying to scale, or high producers (or all the above)?

Undoubtedly all. Brokers in any respect ranges make investments 1000’s of {dollars} on seminars and training, all within the hopes of getting usable nuggets to be extra productive. I get requested on a regular basis to do teaching and do webinars and do on-line [training]. However I feel I gave a complete seminar [in this book]. If I used to be a brand new agent and even any agent, I might have a look at this and say, “I simply discovered one thing. I can’t watch for my subsequent itemizing interview.”

What would you say to anybody who’s considering creating content material, whether or not it’s a complete e-book or simply beginning a weblog?

Hear, the extra a profitable agent may give again, the higher. We’re a tight-knit neighborhood of actual property brokers. I wish to suppose we must always all look out for one another. 

So if actual property brokers hit a excessive stage — I’m very lucky that I’ve the title “No. 1 RE/MAX agent on the planet,” which I feel opened up the door to changing into a broadcast creator, so I’m very grateful for that chance. However I feel any Realtor that may write a weblog that will assist different Realtors is a improbable factor.

What’s your secret to securing a list? 

Confidence is contagious. Pleasure is contagious. The one technique to have that confidence is to have a well-planned, well-rehearsed itemizing presentation that solutions each query a vendor may have with out it even being requested. 

On the finish of each presentation, I do know I’ve succeeded after I may have a look at a vendor and say, “Do you could have any questions?” they usually say, “No, you answered all of them in your presentation.”

You additionally know you’ve delivered an ideal presentation when a vendor doesn’t solely wish to rent you, however they really feel like they should rent you with the intention to accomplish their targets.

What’s your secret to getting it offered?

Pre-selling it. Attending to know as a lot [as possible] in regards to the purchaser — whether or not you characterize them or not — and what they’re really searching for earlier than they even step foot in the home. The extra you already know about that purchaser and what their triggers are going to be the higher.

Know the objections prematurely and stress or improve the options that they’re already searching for. For instance, you already know getting in that the client has two youngsters they usually want a pool they usually need loads of grassy space for a swing set or a sports activities courtroom. 

When you already know that getting in, then, once you’re displaying the property, clearly, you possibly can actually spotlight that and level it out and remind them how vital that was. Discovering them what they actually need will assist them overlook a number of the flaws of the house that they won’t like.

How can a brand new agent get that first itemizing underneath their belt?

Effectively, learn my e-book and also you’ll be armed with a extremely good itemizing presentation. After which, if you happen to follow what I inform you to do, you’re going to have extra confidence in your self and your means to push them your method.

Should you don’t believe in your personal presentation, you’re not going to maintain pushing even for the interview. No new agent’s going to say, “Interview me, you’ll be glad you probably did. Simply let me present you what I do in another way” if you happen to don’t actually even believe in what you’re going to current. So, when you have a dominating listening presentation, you’ll win in aggressive conditions and your corporation will develop.

I normally get requested on a regular basis, “What’s a very powerful factor for an actual property agent to be taught to achieve success?” That’s why I dedicate six or seven chapters in my e-book to the itemizing presentation as a result of I feel that’s a very powerful talent set an agent can have. When you have an ideal itemizing presentation, you’re going to create extra alternatives than you’ll have earlier than. 

In different phrases, if an actual property agent is cold-calling after which they attain a vendor and the vendor says, “We’re already type of dedicated to a different agent,” if you happen to don’t believe in your personal presentation, you’re going to say, “Okay, if that doesn’t work out, let me know.” 

However when you have an excessive amount of confidence in your self, you’re going to say, “Effectively, if you happen to haven’t already signed an settlement with that agent, interview me. Let me present you what I do in another way. Worst case situation is you’re going to be taught some new methods and methods that your different actual property agent can use. Simply interview me. Give me half-hour to point out you what I do higher.” 

In my e-book, I give Realtors of all ranges a complete lot extra to speak about than simply comps and their previous accolades and their firm. I give sufficient actual, usable methods for anyone to go in and allow them to speak extra about what they’re going to do for the vendor versus what they’ve accomplished prior to now.

In your e-book, you speak about brokers who say you must spend as little cash as potential on advertising and marketing a list. Are you able to speak about why you suppose that’s unhealthy recommendation for immediately’s market?

What you must spend money on is your self. So the secret’s, I’d by no means say, “Spend cash.” I say, “Make investments,” so I spend money on myself. I’d relatively spend money on myself — one thing I can management — than spend money on shares and bonds — one thing I can’t management. 

So for me, investing in advertising and marketing provides you a number of advantages. One, it helps you promote your itemizing and two, it helps you promote your model. It’s a must to make investments cash so, yeah, I cringe after I hear actual property trainers say, “By no means spend a dime.” It’s not spending; it’s investing.

What sorts of KPIs do you have a look at to know whether or not your advertising and marketing for a list is working?

So, I don’t have any know-how behind me. I don’t have any analytics behind me. On the finish of the day, it’s trial and error. So I spend money on sure print publications that I do know I get outcomes from.

I spend money on high-level mailers and itemizing brochures as a result of I do know I’m going to reap the reward from that, both from promoting that itemizing to anyone that may not pay attention to that residence, that’s not flipping by the web all day, day-after-day, searching for a selected residence, but additionally constructing my model within the classiest method potential.

I’m at all times attempting new issues. After which if one or the opposite turns into profitable, I proceed with that. Actually, I’ll improve that. And convey it to the best ranges potential.

Do you could have plans to proceed to replace the e-book as know-how and the business change within the years forward? Will there be future editions of The Agent’s Edge?

Sure, I hope to write down a collection of books with the Agent’s Edge title protecting all points of residential actual property.