Part 2/2: Transform Your Career with these Key Learnings from AREC 2023

There's still a big buzz , i I still like we're . We're now like we're one or two weeks post-arach . I still have people buzzing about the results they're getting from the information that they got . We've got John . We've got real estate gym members that are telling us they have got five and ten listings , they're getting presentations and , yeah it obviously execution .

Obviously going to Eric is important , but execution of Eric is also very Yeah , look , i think so .

So sometimes , just like you go to a movie twice , right , you gotta , you're up at the first time , you go back a second time , you pick up little bits that you didn't see . So I think you're right that I'm getting feedback about the practical application of the content from Eric . This year was a new level And so thanks for all the speakers .

You know , not just the keynote , it's our Aussie and Feewee agents did ourselves proud . They didn't take a backseat 21 . So I just thought , tommy , you know , and I'm happy because I know that you're on Vacation , so very kind of you to actually free up time for our listeners .

But I've got a whole heap of Stuff here , some from speakers I went through a bit last week , but I just like to go a bit deeper And I might just jump into it and then , you know , you just please chime in as you sort of hear or see or hear things that Made a difference to you . But look , every speaker was Sensational .

I thought Reese , witherspoon , ryan , sirhan , tom very rich role , by the way . His content's very deep , tom , very deep , and he's a real life change . He's a bit like dr Fred , the dear friend of yours and mine . He kind of changes lives with his content . So I've got a few points from him , but I'll just start again with Reese .

You know , I thought Reese was brilliant because most people thought of her as just being an incredibly talented Actor or actress in the old language . But she showed that she is a very astute business woman And her advice was was very strong .

A lot of people said oh , you know , we thought it'd be nice to see a celebrity Like Reese , but when we heard what she said to say man changed our lives . So you know the key things I took away from Reese .

I mentioned a couple of these last week told me You know she's big into storytelling and I know that's her industry , but you know it's we're in storytelling . And somewhere further in the notes I'll talk about another comment that someone might have been . Cure and resnaghan said that people remember stories , not formulas , and I think the story is .

And if you want to sound more corporate , call them case studies if you like , but that's sort of language . So I really think it's important To become a great storyteller .

Whether you're selling a property , the story about the property , the neighborhood , the time , the market you know stories that that are real , authentic , um , or whether you're listing a property , i mean you know people will remember the story you tell them about how you found a buyer for another property and had it styled and got a premium price .

Um , she also spoke , told about what I've coined it , what's in it for me . But she , she was very big on Whatever you're doing , whether you're storytelling , whether you're on social media , make sure That you're thinking of the audience , not yourself .

And I think you and I bang on about this regularly told me that Agents seem to think about themselves and their own egos when in actual fact , you should be thinking Who's this being written for , who's this being Content being aimed at and what's important to them . And she , she said how do you want to make them feel So ?

do you want people to feel confident ? You want people to feel curious , you want people to feel educated at as a result of your Intervention or your listing or your tele prospecting call or your social media post . Um , she went on to say you know , it's all about adding value and educating people . We've said that ourselves many , many times .

She talked about , um , women . What an , what an incredible . And she's a huge advocate for Women in business , women in the arts . You know just women in the world in general , not not necessarily just successful women , but you know women that um a disadvantage as well .

She's a big um Person around that and she said I think the statistic told me , or she said , 72% of the decision makers when it comes to property , from the research she'd done in in down under this is in Australasia were women . So once upon a time , you know , the man bought the car , the man shows the bank , the man bought the house .

Maybe , probably the man said who should sell the house . Things have changed on their heads , so get with it guys . John , you're joining joining .

And whether they do it subconsciously or whether they do it because they feel like I'd make the decision in my house , I don't know what it is , but it is a very good point , John .

And one of her great phrases was authentic , be authentic . Imperfect is ideal , imperfect . She said don't stress about perfect hairstyle , perfect this , perfect audio . And you're great at this , tommy . I mean , you just pop up there in a balcony and often you'll pop up at an airport or somewhere , and it's what people want .

They actually want to see the real deal , not the mega studio over polished . So , yeah , get over your insecurities and just jump on , jump on zoom , jump on social media , jump in front of a camera , whatever it is . Now .

Segway , ryan Sirhan I thought one of the best 30 minutes I've come across in 25 years , and then mentioned a couple of these last weeks , a few new ones . He's all about creating advocates . One of the things he said to him was you know , he said , don't give up the lower price range stuff . He said I still do little little .

Yeah , for him little is probably three million , but he said I still do lower price properties as well , because he said that the vendors and buyers at the lower end of the market become your advocates .

So he was all about volume business And he said the more clients you can touch , the better , so don't go so exclusive in his mind anyway that you actually cut out a lot of your market . He said his words were embrace , volume selling . He talked a lot about energy And one of the favorite things he said was energy is a tactic .

Change your energy , change your life . Energy is a tactic Change your energy . And he talks about big money energy . I think you might have just released a book around that And he said it can be learned and practiced . One of the great things he said and I've used this half a dozen times in coaching since was he said yeah , do an energy audit .

Ask a close friend who will be honest with you . What is it ? Can you describe me ? Tell me about my energy , my habits ? you know , what do you see when you see me , when you're around me ? How do you feel ? And that particular one for people that weren't there , you know , the person said oh , yeah , i'll tell you if I like .

He said well , you , you , you , you , hunched over in the shoulders , you haven't got a good posture . You always look down on the ground . You don't listen enough . And he said half a dozen things that most people lesser people would have been highly offended at and gone into defense mode , and he said thank you for being honest .

Then he went away and thought about it And he thought about the reasons and he reversed them and he realized that some of them had dated back to childhood . And he said you know , if I hadn't asked that question and probably more importantly , if I hadn't been prepared to accept the answer , i never would .

And he said that was one of the greatest exercises I ever did .

He talked about projecting future . You and some people call it fake until you make it . But he said you know where are you going to be in five years time ? If you're going to be the best agent in Australasia , we'll go there now , mentally , physically , emotionally , walk like you're the best agent , talk like you're the best agent .

One of the things he said I'm just looking for the note he said when the people who we're the ones who own every room they walk into I love that quote That's gold , is that good . I'll send these off to Tommy so he can have a look at them , the people who we're the ones who own every room they walk into .

And , by the way , what I love about him , tom , one of the many things is he's not an arrogant guy . You might get that impressions show and the editing and the little , but he's actually . You know , and you got to chat to him offscreen , i know he's actually a very decent guy , really good guy . So arrive like you already have the listing .

Arrive at the property like you've already got the listing . He talked about when he did the casting call to get on the broker and he was a no one broker . He was , you know , number three million in America or something .

And he said he arrived at the broker and he said to himself I am the greatest real estate broker in the history of the world And he decided that he was going to be the best . So he may as well start acting like the best and sounding like the best already . Why wait ? Because he said they're not going to hire me just on any other reason .

Because he said I've got no track record to speak of . The other thing I really liked is and I use this a lot , tommy , in my own sort of selling world . He talked a lot about unselling . He didn't use that phrase . I've applied the phrase .

So he sort of said , when you're with a buyer and they're a bit short on the bit below the price , they won't budge . You say , tom , this home is expensive . And he said , to be quite frank , maybe this is a little bit too expensive for you and what you're looking for at the moment . Why don't I find something that's more within your budget ?

So it's kind of that care , but not that much , that we talked about And I thought that was really cool . And a lot of people say , oh no , i can afford the home , so let's look there Other homes less expensive . I get it , i don't want to stretch you . He also talked about be gentle with people .

Don't freak them out , nudge them into a decision that they were going to make anyway , but never try to push a square pig into a round hole .

He's a great believer in building a multi-stream business and the metaphor he used were he said , don't go one year by one year , one listing and then pull your focus on it and then wait , sell it , then the next one . He said , throw all the balls in the air and then manage their flight path , which I thought was a really interesting metaphor .

He said dude , if you catch 80 to 90% , you've done well . So yeah , just see it like your jugulari under the balls in the air and five of them fall , and that doesn't matter because you still got 95 and it's still a great act . I thought that was really good . He did talk about push , pull , persist were three things .

The push was as you take it off into the market , whether you're trying to list a property or you're selling and representing a property . What's the creativity you can use to get excitement ? What are the incentives ? What can you do to push it out there and excite the market ?

And pull is how do you encourage people to make the decision they want to make anyway ? Never try and make someone make a decision they don't want to make . But how can we encourage them through our language ? The last one was persist , follow up , follow through , follow back .

He just said follow up , follow through , follow back , keep doing it , keep doing it and that will get you there . Tommy Ferry , you know I'm going to say it . I think I mentioned it last week , but the best metaphor was he talked about the Golf Pro . He's on the driving range , he's hitting a lot of balls .

He said they're all falling sort of generally close to the pole . They're pretty good . The Golf Pro walks up to him and says do you want to learn how to become a really good golfer ? And he thought , shit , i thought I was a really good golfer . And the guy said show me the grip you use on the club .

And Tom held his hands on the club and he held it up to them And the guy just grabbed his hands and he turned them about two inches . He rotated them two inches to the right and he said try this now . And he said the first four , five or six were terrible .

Then the seventh , eighth , ninth started to become good And then from 10th on he had a whole new golf swing that took him to a new level of greatness .

And he said you know , the interesting thing was for a lot of people sometimes it's a two inch rotation of their skills , their dialogue , their tactics , their approach , their manner , their energy , whatever it is . Sometimes it's a two inch rotation to the right And he said you've got to get that . It's going to be uncomfortable until it's comfortable .

Every change is inevitably uncomfortable . But he said you do it . He said if you trust the professional , if you trust your mentor , trust your coach , and you do that . So two inches to the right and it happens . And he said man , that's that was . I thought that was such a great metaphor . He did a little exercise . Tell me .

He said you know , open up your phone how many contacts you got . Multiplied by 5% , that's how many of those people are going to move in the next 12 months . You know I had 14,000 online . A lot of people had that or more . Some had 3,000 , whatever it is , 5% of the number is a big number . And he said people sell when their circumstances change .

But if you're not in touch with them you'll never know when their circumstances change . You don't know if their parents one of them dies , passes away . You don't know if they're going through divorce . You don't know if they've had a child . You know you don't know if they got a job transfer . So he said just pick the damn phone up and start calling people .

And the last one I had Danny go Tom .

Question number three what are your values ? Question number four it's 20 years from now . How are you showing up for others ? What did you build ? What's the vision ? And question number five who would you be if you were already there ?

And he talked about that those questions were shaping his life and that a lot of his clients had actually used those questions to create a roadmap on what their life was going to look like in the future .

How did you find him , john ?

He has this beautiful black room and he's got the Sort of the way he divides the screen was really good And I thought , wow , that looks really interesting . And the guy looked kind of interesting . He's kind of 50-something , maybe late 50s , and he kind of looks like a bit of a surfer dude from the 70s .

And I started listening and I thought , man , that is deep stuff . So I just became addicted to listening to his tapes And , as you and I and Nicola and the others always do , just sent off an email and he came back and said love to be a part of it .

So a couple of things there , and we'll let everyone know when we have the Eric videos available , because you've really got to watch all these people go to work . A great resource , tom .

If you're Jim members , i think for sales meetings you could play one of those for the next 35 weeks , one a week , and then debrief it And you've got your whole sales meeting agenda . So you change when you change your lens . You know he just talked about until he saw things differently .

You know he was nowhere And he said someone said to him you know he is . The good news is I've had a look at you , this is , i think , a therapist . He said you've only got to change one thing . He said the bad news is that thing is everything .

So he was at a point where needed an extreme makeover to actually not just be successful but , more importantly , save his life . He talks about all of us are sitting atop a reservoir of untapped potential . That talent is overrated , which I agree totally . He said the discipline and commitment can erase any talent deficit gap .

I'll say it again discipline and commitment can erase any talent deficit gap . He talked a lot about cultivating a bias toward action . You know , don't think about it , don't hypothesize , don't tell someone one day you're going to do it , just do it . And he said mood follows action and you can't think your way into a new reality .

You cannot think your way into a new reality . So you know it's all about action . Tony Robbins talks a lot about that , of course , about you know the importance of taking action . I like this little one off quote . He said choose to be neutral , be a Jedi , be like a Jedi warrior cool under pressure , neutral under stress .

I think it's a good thing , because you and I told him you know , we're kind of the other end of the scar . We're passionate , we're vulnerable , we wear our harness And I think there's a bit of that . It's really good for both of us and for the people we serve .

But I do often wish I had , like I would develop the skill a bit more around , being like the Jedi warrior , shunning , small , and he's very good at it . It's changed , just like you know , it doesn't matter what you throw at him , what he hears , what he , what you say . I mean he's very calm , cool and collected .

He's just a great example of that And I like this one too . Setbacks reveal character . So this is the way he looked at it . His life Winning is a celebration of getting through the tough moments . I love this one . Winning only exists because of failure . That's just goal .

So if you take the failure or your perception of what might be failure and you just say , well , this is my path to winning , justin Nickerson , i got some good stuff from Justin . I haven't spoken to him yet . I should call him . I apologize , justin , if you're listening to this or if someone knows him , please apologize . I will call him and thank him .

But a few good things there . I like what he said . The inspection to offer ratio is seven to one . So that may or may not be yours , but the answer is you should know yours and you should track it .

So if for every seven people you show a property , you get one inspection , then you can have a valid discussion with a vendor and say , tom , we've now had 21 inspections at your property with pre-qualified buyers and we haven't had one inspection . My concern is typically in this area . For properties like yours , i would expect three offers for 21 inspections .

So I think we need to look at the variables , the main one perhaps is price , so he talked about that . He also mentioned another good statistic in his experience that if you have three or more offers during an auction campaign , it will deliver you a 90% clearance rate . So he's very big on extracting offers .

He says look , tell me about what I don't think it's not quite for me . There's a few things that need to be done . So at what price would this become attractive to you ? Where do you see the value and at what price would you be a competitive buyer ? So he encourages people to provide not just feedback but an offer that they would buy it at .

And he says three offers for him deliver a 90% And I love this one too . I actually didn't hear this at the time . I must have stepped out of the room , but I think Dave Woods could aid a day . Dave , if he's listening , say , could aid a day Elevator or a 20-second listing presentation . And he said was the effect that I've quick to couple my language .

He said , tom , we find an emotional bias for your home . We help them fall in love with it . We create a competitive environment to maximize their offer for you . So what do you say if someone said why would I use you , tom ? By the way , i'm about to go , i've only got 20 seconds . Why would I use you ?

You know , tom , we find emotional bias for your home . We help them fall in love with it . We create a competitive environment to ensure that we maximize the offer we provide to you . I think that's very , very cool . So , nico , well done .

Australasia's best auctioneer the Aussies would say Peewees would say something different , but I reckon if he's not , he's bloody close .

I've had the great pleasure to be in business with KB and Matty King for many , many years . I don't know the number , but I'm going to say it's got to be nudging towards 20 . He gave a great presentation . A few key points I'll pull out . Consistency is the key to mastery .

He's a guy that'll say that I haven't got a lot of natural talent , i wasn't born with natural talent , gift of the gab , any of that stuff . But he said I turn up consistently and I give a damn And that's key .

Hard work and disappointment are the keys to success And I think when he said disappointment he meant kind of handling disappointment , right , yeah , being able to deal with the failures . And , as Rich Rohl just said , you know , winning only exists because of failure . People buy stories . We heard that up front from Reese and very similar KB .

Vulnerability is the ultimate in strength . That's a good one And I think again , tommy , i'd love to think you and I sort of represent that We're honest and open and we care about stuff . He talked about investing in relationships , which sounds like just three words , but when you know the guy , it's real stuff . He really invests in relationships .

Then he gave three , two or three really good questions to ask buyers Yeah , tom , how long you been looking ? Have you been or made offers on anything else so far ? What's the best place you've seen ? and was there any reason you didn't buy that one ?

And the fourth one was if I found you , there are deal place today , tom , is there anything that would stop you from buying it ? and I just think you're having those little tools in your toolbox and you're gonna learn them so they don't sound like robotic statements or coming off a workshop Or a podcast .

But so , tommy , how long you just just go to get a bit of information so I can really serve you better ? Just give me a bit of sense How long you've been looking And and is there anything , while you've been looking , that you've been or made offers on so far ?

Can you just tell me , of all those things you've looked at in the last six months , what was the best place you saw . Okay , 10 Smiths . Could you just give me a sense of why that one didn't end up being yours ? What was the reason you didn't buy it ?

and then , tom , yeah , i just got to ask you because , yeah , my , my , my goal is to actually serve you properties that not only match your criteria but they're ready to go immediately And they're ready to sell .

So if I were to find your place that's ideal today , that matches everything you're looking for , are you in a position to sign a contract and make it yours that I just ad lib the last one . But yeah , whatever you've got there and feel free to plagiarize anything we've got .

We've fitted it in , tommy , i said I was gonna get you out and about before 12 , but I'll send you , tom , i'll send you and Susan these notes .

So you've got them , because I know you're on a break and We'll let obviously all Eric audience and and , if you're happy , all your gym members know when the video is out , because I reckon that's a damn good content .

Joining it for your you're joining me on .

Outstanding summary of Eric and to everyone , we'll talk to you next week and we'll have Troy with us . Thank you so much signing off . Enjoy your break . See you , tolly , take care You .