Expert Secrets: The Underground Playbook for Creating a Mass Movement of People Who Will Pay for Your Advice
How Is It That A Handful of Local Real Estate Agents Are a ‘House SOLD Name‘ While Thousands Labor in Obscurity and Poverty?
A few months back, a room of about 20 real estate agents gathered together to discuss marketing. I asked each to write down the names of the first five local real estate agents that popped into their minds. The only rule was they could not name themselves.
As each person was asked to name their five agents, the names were written on a flip chart and a tally was taken to determine the most top-of-mind agents in Jacksonville.
Only two agents earned top-of-mind status on everyone’s list! Can you guess who those agents were?…
Interestingly enough, there were only a total of 17 agents on the collective list. Each of the 20 agents asked to participate had provided five names — the total could have potentially been 100, yet it was only 17 that had top-of-mind status among a room of real estate agents. Most of the 17 names appeared only once.
What might the result have been if I had asked 20 FSBOs to each name five top-of-mind agents? Do you think they could name five? Or three? Or if it was only one, who would it be?
His first success was selling an instructional program that taught people how to build potatoes guns! Over the next ten years, Russell honed his marketingt skills to build funnels for himself and other companies that have grossed billions in sales.
Brunson’s “Expert Secrets” shares the step-by-step process to earn a top-of-mind position in your potential customers’ minds. Beyond that, Russell’s process elevates your position to expert status.
It is not enough for your potential customer to know who you are; you must be considered the trusted expert who can get their home listed and sold quickly.
“Expert Secrets” erodes commission resistance, allowing agents who embrace the strategy to list commissions at or above local market norms!
“Rich Dad Poor Dad” author Robert Kiyosaki writes in the introduction to “Expert Secrets” that Brunson’s book is “the map that will allow you to turn your specialized knowledge, talents and abilities into a business that will work for you! This is one of the shortcuts of the New Rich.”
“Expert Secrets” is NOT specifically a real estate business book; it will take some thought to translate the models and examples into an actionable real estate marketing plan. Other agents have done it, and you can, too!
Are you still wondering who those two top-of-mind agents were?… Invite me to your next sales meeting and we can do the experiment together, as well as discuss what the top names are doing to earn top-of-mind status.