Jordan Cohen is a power 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 carry to the desk as an actual property skilled. 

In his new ebook, The Agent’s Edge, Cohen shares his love of actual property with readers in an attractive narrative fashion. Stuffed with sensible recommendation, it consists of not simply nuts and bolts but in addition scripts and eventualities for making certain that your subsequent consumer interview or itemizing launch is a profitable one.

I sat down with Cohen to listen to about his ebook, 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 ebook? So, with that in thoughts, why one other actual property ebook?

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

You talked about that you simply wrote the ebook firstly of 2022. With the entire upheaval of the pandemic within the not-so-distant previous, was it a problem to write down in a forward-thinking means?

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 must have the talents to win in a aggressive itemizing interview and I truthfully really feel I ship what it takes and an entire lot extra. I don’t suppose it issues what the markets and financial system are doing.

On the finish of the day, we have to compete towards pals and colleagues. And the perfect brokers are going to win and make cash. 

I pour out timeless methods like, for instance, the pictures 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.

The vast majority of actual property brokers are struggling, partially due to actuality TV which made our occupation a really attractive and funky job. There are extra new brokers coming in on daily basis than ever earlier than as a result of it’s a cool job now.

Bear in mind, the common vendor will interview three Realtors earlier than they select one. Two out of three brokers lose, so I hope to offer 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 ebook additionally speaks to brokers who’re working as members of a staff?

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 fully non-existent. If an agent was going to outlive, we needed to develop our expertise and methods on our personal. 

On the finish of the day, we’re in a commission-only enterprise. So all brokers, on a staff or not, want to search out expertise to make cash. Hopefully, all these brokers can develop the boldness and ability set to ultimately turn out to be staff leaders on their very own sometime.

Who do you see the ebook as chatting with primarily: newer brokers, mid-career brokers trying to scale, or high producers (or the entire above)?

Undoubtedly all. Brokers in any respect ranges make investments hundreds 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 believe I gave an entire seminar [in this book]. If I used to be a brand new agent and even any agent, I’d take a look at this and say, “I simply discovered one thing. I can’t look ahead to my subsequent itemizing interview.”

What would you say to anybody who’s considering creating content material, whether or not it’s an entire ebook 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 should always all look out for one another. 

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

What’s your secret to securing an inventory? 

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

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

You additionally know you’ve delivered an important presentation when a vendor doesn’t solely need to rent you, however they really feel like they should rent you to be able to accomplish their targets.

What’s your secret to getting it offered?

Pre-selling it. Attending to know as a lot [as possible] concerning the purchaser — whether or not you symbolize them or not — and what they’re really in search of 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 in search of. For instance, you already know stepping into that the client has two youngsters and so they want a pool and so they need loads of grassy space for a swing set or a sports activities court docket. 

When you already know that stepping into, then, once you’re displaying the property, clearly, you’ll be able to actually spotlight that and level it out and remind them how essential that was. Discovering them what they actually need will assist them overlook a number of the flaws of the house that they may not like.

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

Properly, learn my ebook and also you’ll be armed with a very good itemizing presentation. After which, for those who follow what I let you know to do, you’re going to have extra confidence in your self and your capacity to push them your means.

When you don’t believe in your individual 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 a different way” for those who don’t actually even believe in what you’re going to current. So, if in case you have a dominating listening presentation, you’ll win in aggressive conditions and what you are promoting will develop.

I often get requested on a regular basis, “What’s crucial factor for an actual property agent to study to achieve success?” That’s why I dedicate six or seven chapters in my ebook to the itemizing presentation as a result of I believe that’s crucial ability set an agent can have. In case you have an important itemizing presentation, you’re going to create extra alternatives than you’d 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 sort of dedicated to a different agent,” for those who don’t believe in your individual presentation, you’re going to say, “Okay, if that doesn’t work out, let me know.” 

However if in case you have a substantial amount of confidence in your self, you’re going to say, “Properly, for those who haven’t already signed an settlement with that agent, interview me. Let me present you what I do in a different way. Worst case state of affairs is you’re going to study some new methods and methods that your different actual property agent can use. Simply interview me. Give me half-hour to indicate you what I do higher.” 

In my ebook, I give Realtors of all ranges an entire 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 performed up to now.

In your ebook, you speak about brokers who say you must spend as little cash as doable on advertising an inventory. Are you able to speak about why you suppose that’s dangerous recommendation for at the moment’s market?

What it’s important to put money into is your self. So the hot button is, I’d by no means say, “Spend cash.” I say, “Make investments,” so I put money into myself. I’d moderately put money into myself — one thing I can management — than put money into shares and bonds — one thing I can’t management. 

So for me, investing in advertising provides you a number of advantages. One, it helps you promote your itemizing and two, it helps you promote your model. It’s important 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 take a look at to know whether or not your advertising for an inventory 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 put money into sure print publications that I do know I get outcomes from.

I put money into 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 house, that’s not flipping by means of the web all day, on daily basis, in search of a selected house, but in addition constructing my model within the classiest means doable.

I’m all the time making an attempt new issues. After which if one or the opposite turns into profitable, I proceed with that. Actually, I’ll improve that. And produce it to the best ranges doable.

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

Sure, I’m hoping to write down a sequence of books with the Agent’s Edge title overlaying all elements of residential actual property.