Scott Benson: He's all optimistic all the time, man. This guy's Mr. Positive. I love it. Okay, let's kick it off. Uh, these are meant to be very tactical. They're meant to be smaller groups so we can actually be a little bit more intimate. And um today is there's really two takeaways that you're going to get. I meant to speak for 15 minutes and I really hold it to that line. So after 15 minutes, I'm going to shut up and then we're going to see if there's open questions and answers. But um today's coaching topic is going to be win the one. So how to dominate in a slower market. I did not say a bad market. I did not say this market is garbage. I am just admitting the fact that this is a slower moving market. Here's the positives. Um in a in a hot market, average Asians survive. So, by the way, everyone on this call is an agent surviving, which means that you are above average because average agents survive in a hot market.
In a quiet market, only intentional agents win. So, that basically here's the question. Who here feels like deals are taking longer right now? You can throw up an emoji, you can comment. Everyone feel like the deal is taking a little bit longer than usual. We all agree. Okay, perfect. Because right now, here's the thing. You don't need more leads.
Mark Palmer: Ever
Scott Benson: You need to convert the ones already in front of you. And I'm going to actually dive into that today. Now, I'm not saying that there will be no leads. Of course, we're going to continue to pump the lead engine. But what I am saying is that in a slower moving market, you don't need more leads. You need to convert the ones that are right now in your uh sphere, right now in your funnel. Okay? So, the big idea is to stop chasing volume and to start maximizing each opportunity. So, in a hot market, you can afford to lose deals, right?
Scott Benson: Like we all we all live through COVID, high high volume. Some went through, some didn't. No big deal. There was another 10 buyers on that property the following day. In a slower moving market, every conversation matters. Every lead must be worked deeper. And we're going to get to this later in the presentation, but all I'm asking you to do is go one layer deeper. Okay? We're going to we're going to break that out in a minute. Okay? So, most agents stop right here. The one more layer strategy is what I'm calling this presentation. And this is where I would say most agents stop. They show homes, they answer questions, and they follow up casually. And I'm even going to say this with a little tongue and cheek. Some an some agents show homes and answer questions. Some agents show homes and barely answer questions. But average agents show homes, answer questions, and follow up casually. Okay. I I'm I'm going to tell you this right now.
Scott Benson: As a as a producing agent and a former high producing agent, I am someone that has fit into this category at seasons of my career. I have showed homes. I have answered questions and I have followed up casually. I have also showed homes, answered questions, and not followed up casually. Here's what we're talking about today. The agents that will win in this market go one layer deeper. So, here's the layer. The average agent, do you like the home? Okay. How many How many times have we heard ourselves say that? Do you like the home,
Chris Chopite: You like the
Scott Benson: Mr. Buyer? Do you like the home, Mrs. Buyer? Here's the layer two. This is the top agent.
Chris Chopite: home.
Scott Benson: See if you can hear the difference. How does this home compare to what you really want long term? By the way, does it matter the words we use? Does it matter how we say things? Of course, right?
Scott Benson: Just ask your spouse, ask your children. The words we say to them are hugely impactful. The the tongue can be very sharp.
Chris Chopite: could be
Scott Benson: It can be very curt. It can be very loving. It can be very encouraging.
Chris Chopite: 373.
Scott Benson: The words we say matter. So again, I'm going to say these things to you twice. The average agent says, "So, Mr. Buyer, do you like the home?
Chris Chopite: You
Scott Benson: So, Mrs. Buyer,
Chris Chopite: like
Scott Benson: do you like the home?" The top agent says, "How does this home compare to what you really want long term?" Do you guys see how the second layer, the deeper layer, opens up a whole can of worms in regards to moving the ball down the field? So, this creates an emotional connection. See if you can hear the emotion. How does this home compare to what you really want long term? It starts to make them think about their forever home, where they're going to raise their kids, where they're going to grow their marriage,
Chris Chopite: There's
Scott Benson: where they're going to, you know, retire. All of those things are connecting with them emotionally. Okay, another example. Layer one, are you still interested? Are you still interested in this home, Mr. Buyer? Are you still interested in this home, Mrs.
Chris Chopite: planet
Scott Benson: Buyer? Layer two, what's holding you back from moving forward right now? What's holding you back from moving forward right now?
Chris Chopite: Objection.
Scott Benson: So, obviously we know what we're doing here. What are we revealing? We're revealing objections. Okay. So, and we already went through coaching on handling objections. We also went through coaching on digging deeper and identifying the objection.
Chris Chopite: The
Scott Benson: So, now we're actually pulling them out. Okay. Now,
Chris Chopite: objection.
Scott Benson: one one last example. Layer one. Let me know what you think. Let me know what you think. Okay. You know what? You get back to me and let me know what you think.
Scott Benson: How many times have you guys heard yourself say that? I say that a lot.
Chris Chopite: I'll send a message.
Scott Benson: Okay. You get back to me. Let me know what you think. Layer two. What would you need to happen for this to be a yes? Much deeper. What would you need to happen for this to be a yes? And Georgia, I don't know if you're if you're able to, but maybe drop the layer two into the chat so people have them there. So, I'll start over from the first. Layer two was how does this home compare to what you really want long term? And by the way, we have AI that will send you notes on this entire presentation. Second one was, what's holding you back from moving forward right now? Third one was what would you need to happen for this to be a yes? This moves towards closing, by the way. Okay, let's talk about the reaction call. Basically, this is gold in quiet markets.
Scott Benson: So, this is a slower market. This is not a bad market. This is not a garbage market. This is just a slower market. Try saying this. Hey, I was reviewing my notes and your situation came to mind. Quick question. Are you still open to making a move if the right opportunity came up? What do most agents say, by the way, when trying to re-engage? We say something like, "Are you still interested in buying this year? Are you still planning on buying something this year? So, that's a layer one question. You are all top agents. We are all layer two top agents. Again, I'll say it. Hey, maybe not. Hey, I was reviewing your notes. I was I was reviewing my notes and your situation came to mind. Quick question. Are you still open to making a move if the right opportunity came up? Pause. It's probably going to be a yes, by the way.
Scott Benson: If it's a no, then you have objections. You can identify the objection. You can handle. you can go go move the ball down the field. If it's a yes, what would that opportunity look like for you right now? Are you still open to making a move if the right opportunity came up? Yes. Okay. What would that opportunity look like for you right now? If they're hesitant, you could say something like, "Totally fair. Has something changed or do you or are you just waiting for more certainty?" So, you're digging into where their mindset is at. This does three things. There's my third finger. It reopens dead leads. It surfaces motivation. And it positions you as a proactive but not pushy agent. Here's the new rule. No conversation ends without clarity. If you guys are not takers or ladies or notetakers, please write this down. No conversation in your entire life. Forget about just real estate.
Scott Benson: No conversation ends without clarity. So, you're either booking the next step or you're uncovering why not. Let me relate that into your personal life. Honey, are you taking the kids to soccer or am I taking the kids to soccer? Like, we need to know, right? You can't you can't they can't be ambiguous. That needs to be a firm answer. Same is true for every single conversation you have. We have no conversations now that end without clarity. So in real estate that looks like, okay, so what would the property look like that would allow you to offer on? What does your forever home look like? Or is this property closer to that house? And what is missing? Full full clarity. Be very very bold and direct in real estate. You'll notice that most top agents, you ever notice like there's a a side of them that can be deliberate? um dare I say curt or polite way would be like um assertive I think is a very polite way of saying assertive or uh curt but they are very pointed in nature.
Scott Benson: The the reason that they're pointed in nature is because they're getting what they want. They're very specific about what they want. If you go to a a restaurant with a group of friends and you say to somebody, uh where do you guys want to go for dinner tonight? Majority of people say what? I'm actually going to get some feedback here. What do the majority of people say? Somebody with a mic off.
Nick Bergmann: I'll have to check my schedule.
Scott Benson: Okay. So,
Chris Chopite: I I don't know what or they say like um I don't know what what do you feel like like they almost send it
Scott Benson: they push off. Exactly.
Chris Chopite: back to you.
Scott Benson: Exactly.
Chris Chopite: Yeah.
Scott Benson: They'll say they'll almost always say, "I don't care. Whatever you feel like.
Chris Chopite: Mhm.
Scott Benson: I don't care where we go. I'm I'm I'm hungry. Wherever." And then what happens is you make a decision. This happens with our spouses a lot or relationships we're in. Then you make a decision and they're like, "Okay, well, let's let's go get uh Indian tonight." I don't know if I really felt like Indian,
Scott Benson: but uh okay. So either way, the person that was deliberate, the person that was concise, the person that was assertive, you could also say aggressive, Kurt, that person generally gets their way. And there's usually one person in every social sphere. There's one person on every, you know, sports team that your kids are on. and there's us or one or two people, one or two parents and they're literally driving down the the ball down the field. So, in this market, you don't need I'm relating this back to real estate now, so sorry for digressing, but in this market, you don't need a hundred people, okay? Like it's the goal here is not to build this 100 person funnel. The goal is that you need to go deeper with the 10 you already have. And you're going to be doing that by not ha by having no conversation ends without clarity. That's how you're going to do this. So every conversation you have, you're going to be deliberate, concise, cons, um, curt, aggressive, assertive, whatever the words are that you like, you're going to get the answer that you're looking for, or you're going to drive the ball down the field in the direction that it needs to go.
Scott Benson: The agent who asks better questions wins the deal every single time. This has been my experience. Okay, here's your simple assignment. You can choose to accept these or you can totally brush them off. But I'm telling you, if you do these, and by the way, for those that have been on these calls, I'm not suggesting massive asks. These are not like, oh, I'm going be working for 10 hours today doing this. These are like things that could be done in the next 10 minutes and you and your and your assignment task is done. Okay, here's my here's my suggestion. Call five old leads. Five old leads. Ask one deeper question than usual. Five old leads. one deeper question than usual. There's questions there in our um notes and the AI will send out those notes. Maybe Georgia dropped them in the chat already. Those are those are three good questions. So, five old leads, one deeper question and try to uncover one motivation or objection.
Scott Benson: If you have if you have an objection, you know how to handle, identify, and move the ball down the field. Go for the close. Or if there's motivation, you're moving in the direction you already want to go. So, then you just continue down that road. Okay? Any questions or comments about what we've gone through? It's
Ryan Campbell: I just have to say first of all though that uh these calls have actually changed my entire
Scott Benson: simple.
Ryan Campbell: uh uh mindset. I don't know if you guys saw but I was making content saying, "Oh my god, the market's so so terrible. No sales over 800. No sales over 900." I've totally switched my uh thing to say the market's challenging for uh other people. It's great for me. I'm selling a ton of houses. I feel bad for those other people, but you better call us because I'm doing great. I just have to
Scott Benson: It's amazing, right? No, no. I'm I'm so glad you're saying that because it's impactful.
Scott Benson: Everybody gets that, right? Like when we hear that, we get it. It's the question is is who actually makes the shift? So like we can go through these coaching calls and when you hear it, you're like, I know that's right. I know that's right. I know what Ryan just said is 100% right. In fact, with less ef This is what's so fascinating to me. With less effort and a mindset change, Ryan will sell and do more deals this year. Isn't that fascinating? So, he could have worked twice as hard posting negative information online. And also, you're in that headsp space, so you are a bit more dejected or beat up or roughed up in the market. He could have worked twice as hard and made half as much. Now, he's on the optimism shot and he just closed a deal today. He's going to post and brag about it. He's talking to you guys about it. I I actually made a comment to him.
Scott Benson: We had a leadership meeting a couple days ago and I said, "Ry, I love this guy. I love this version of you. You're like Super Ryan. You should wear a cape around right now because everywhere he goes and everything he says, people gravitate towards him." Have you ever noticed? And I'm guilty of this, by the way. My my natural default defaults negative. Unfortunately, it's just it was I blame my parents. I'm just kidding. I don't blame them anymore. I used to blame my parents. Now I do not. But but anyways, I would notice that I was in when I was in a bad rut. I I would actually have friends like call me less. My wife would like kind of like walk around the other side of the, you know, the the the living room to get out the doors like, "Okay, I'm just going to go this way." And and when I'm optimistic, when I'm positive, everything flows into me. Everything comes in my way.
Scott Benson: Um Okay. So, thanks for saying that, Ry. Any other comments, questions, concerns, things we can go over here? I would love to hear one person go one layer deeper or a an example of a question that takes it one layer deeper and then if somebody wants to post next coaching call who actually called five old leads and tried this I'd love to hear about it. Who's got a question that goes one layer deeper? Throw it out there for the group. You call an old lead. What do you say? Nick, what do you say?
Nick Bergmann: Well, I mean the first thing I'm going to ask leave when I call it my first service level one is hey talked a little while ago just want to see how your plans changed or are you still looking in this area blah blah blah blah that's my surface level one and then when they give me that answer then I'm going to try to go deeper on
Scott Benson: Nice. One that just popped into my mind was who who knows Shiron Stravatza?
Scott Benson: Shan Travatza was the president of Real now sits on the board of advisories. Unbelievable guy, amazing coach, very very brilliant mind. This guy will be a billionaire. And um we had the advantage or I would say advantage but also benefit of having him as the president of Real Broker. So, he would jump on a coaching call and you know what he basically said was the number one golden thing to reach out to an old lead with. Do you guys know what it is? Ladies know what it is. My deal of the week. My deal of the week. And I think Ryan's done it. I don't know if any any of you have done it, but he would literally just isolate one deal on the market that he he felt was an unbelievable scoop. and he would just reach out to people and say like, I just want to know, would you be interested if I sent you I I look through thousands of listings every week. I look through all the board stats. I isolate only one. I'm not going to overwhelm you with 10. Can I send you one deal that I think is an absolute scoop this week? And he said that the the deals that would come out of that would go through the roof. So, I'll leave you with those nuggets. This is meant to be short and impactful. Any other questions, comments, concerns? Otherwise, we're going to bounce. Steve's great line. 321 fun.
