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Real Estate Fight Club is a podcast for realtors, hosted by Jenn Murtland from Team Synergi Real Estate and Monica Weakley from My Coach Monica. Tune in to hear two different viewpoints about topics agents face every single day! Jenn’s direct, ‘no holds barred’ approach is in opposition to Monica’s softer, 'more relationship-based' approach, and when the two get together… it is a battle for the ages! No matter who you align with, you will walk away with solutions for today's real estate challenges from experienced real estate professionals.
Episodes
Monday Aug 24, 2020
Monday Aug 24, 2020
In Episode 48 of the Toe-2-Toe Podcast, hosts Jenn Murtland and Monica Weakley duke it out over whether you should put your picture on your marketing materials such as signs and business cards. Hear why Jenn thinks your picture doesn’t add value and why Monica thinks you should leverage your face.
Episode Highlights:
- Should you put your picture on your marketing materials?
- Jenn has never put her picture on anything.
- Jenn argues that after the first year, your picture ages you.
- Monica doesn't think you must put your picture on your marketing materials.
- She thinks if you want to be recognized, then using your picture is a good way to do that.
- It's important for people to associate your face and name with real estate.
- You need to be in this business for a long time to have a brand that really stands out in the market.
- Jenn and Monica discuss whether your team should be named after you or not.
- Monica doesn't think you necessarily need your picture on the sign.
- Jenn can see how having your picture on your business card could be helpful at large networking events.
- Monica doesn't think we use business cards much anymore.
- Jenn suggests that if you order business cards, you should order a small quantity and get a friend to offer an honest perspective.
- Monica argues that putting your picture on mailers allows people to connect with you.
- Jenn questions whether pictures add value.
- Jenn's number one reason why she thinks agents shouldn't use their picture is because she thinks it's dumb.
- Tiebreaker Kerri Stretch does not use her picture on marketing materials.
- Kerri doesn’t put her picture on signs as a safety precaution.
- Kerri suggests that people know you more by Googling you.
3 Key Points:
- Your picture can quickly become outdated when used in marketing materials.
- Your picture can help people associate your name and face with real estate.
- You are your brand in real estate and can leverage your face.
Resources Mentioned:
Monday Aug 17, 2020
Monday Aug 17, 2020
In Episode 47 of the Toe-2-Toe Podcast, hosts Jenn Murtland and Monica Weakley duke it out over whether a buyer’s agent should show houses for backup. Hear why Jenn thinks listing agents should show for backup offers and why Monica thinks buyer’s agents should be careful with their time.
Episode Highlights:
- Should a buyer’s agent show houses for backup?
- Jenn feels that listing agents should have 2-3 backup offers on their houses.
- Having backup offers helps listing agents negotiate inspections.
- Backup offers help sellers to feel that they're accepting the best offer out there.
- Backup offers give a sense of urgency to the buyers.
- Monica doesn't have time to show people homes that are already pending.
- If Monica feels that a pending house would have been perfect for a client, she will take them to that house and encourage them to put up a backup.
- Showing homes that are under contract is good practice for new agents.
- If you're a new agent you need to be previewing property all the time and this is a good way to do that.
- If you're the buyer's agent and you feel like you're wasting your time, then don't go.
- Some buyers need to bump their heads a few times before they start listening to you.
- Jenn thinks there should be a different status in the MLS. It's a cultural norm for people not to show houses that are under contract.
- A ton of deals fall through because of inspections.
- Remember the importance of communicating with other agents. We all have the same goal.
- Jenn reiterates that you should show for backup.
- Monica feels from the buyer's side, you should watch your time.
- Agent Derek Tye weighs in as today’s tiebreaker.
- Derek feels you should show for backup.
- There are buyers out there with buyer's remorse.
- If you want to build comps, you can help educate your buyer by showing them pending properties.
3 Key Points:
- Listing agents benefit from having 2-3 backup offers.
- Backup offers can be a useful negotiation tool during the inspection process.
- If you’re a buyer’s agent and a client wants to see a house that is already pending, you have the option to protect your time.
Resources Mentioned:
Monday Aug 10, 2020
Monday Aug 10, 2020
On this episode of the Toe-2-Toe Podcast, hosts Jenn Murtland and Monica Weakley, alongside guest Rachael Real, duke it out over the best day to list a house. Hear why Jenn and Rachael prefer to list earlier in the week and why Monica thinks you should follow your client’s lead.
Episode Highlights:
- What is the best day to list a house?
- Guest Rachael Real feels this depends on the kind of market you're in.
- Rachael likes Tuesdays because she wants to have a weekend.
- Buyers in her area go out of town on the weekends frequently and those buyers will miss out.
- Jenn likes Rachael's logic but she thinks the best day is Wednesday or Thursday. She thinks Tuesday is too early.
- If you list on a Wednesday or Thursday you may not get syndicated until the last minute in Rachael's market.
- Monica thinks you should list the house when it's best for your client.
- Understand the market you are in.
- Jenn argues that what's best for clients is to list when the most eyeballs will be on it.
- It's really hard to drop everything and run out when you're trying to account for your time. This is the downside to listing on a Friday or Saturday.
- Jenn does not think there's a strong case for listing it on any day.
- Rachael says you can avoid some chaos when you're strategic about when you put it on.
- Remember there is more than one way to be successful in this business.
- Sellers want a system to be led through.
- Listing property is all about confidence.
3 Key Points:
- Listing on a Tuesday or Wednesday allows the maximum number of people to see it.
- Listing on a Tuesday or Wednesday may be a better lifestyle choice for realtors.
- Ultimately listing on any day of the week may not provide a significant advantage or disadvantage.
Resources Mentioned:
Monday Aug 03, 2020
Monday Aug 03, 2020
In Episode 45 of the Toe-2-Toe Podcast, hosts Jenn Murtland and Monica Weakley duke it out over whether you really need a CRM. Hear why Jenn does not use a CRM and why Monica feels you need to have a system for managing relationships. Stay tuned for the insightful tiebreaker at the end.
Episode Highlights:
- Do you really need a CRM?
- Jenn says no and that she does not use one.
- You can get so busy working in the CRM that you're not doing the work.
- Jenn prefers communicating with people instead of getting trapped managing a CRM system.
- Monica disagrees. You may not need a traditional CRM system, but you need something.
- Monica uses Facebook as a key tool for relationship management. She also uses a wall CRM divided by As, Bs, and Cs.
- A wall CRM allows you to see the relationships you need to manage and that can help.
- Monica urges you to find a system that will work for you.
- Jenn used to organize her CRM based on a daily folder system.
- Gary Keller of Keller Williams fame similarly used an index black file box.
- The problem with CRMs is that we can overcomplicate them.
- Jenn says that without some kind of system, your business growth is limited by your memory.
- Jenn's partner uses a CRM and reminds Jenn who to call.
- CRM tools are only amazing if you use them and populate them with the right kind of information, and then deliver on it.
- Don't get trapped. If you find yourself getting trapped, maybe you need something simpler.
- Today’s tiebreaker guest, Alan Whisman, believes realtors need to use a CRM.
- To stay in touch, you need some way to manage the relationship.
- When you have a system to manage data, you don't have to think about it.
- It took years for Alan to perfect his CRM system.
- Alan likes putting all of the data in one place and letting it sync with other tools he uses.
- The best CRM is the one you're going to use.
3 Key Points:
- Even if you don’t use CRM software, you need a system for managing client relationships.
- The problem with CRMs is that we can overcomplicate them.
- Find a system to manage relationships that works for you.
Resources Mentioned:
- Jenn Murtland LinkedIn | Facebook
- Monica Weakley LinkedIn | Facebook
- Toe 2 Toe Podcast Facebook Page
- Alan Whisman website
Monday Jul 27, 2020
Monday Jul 27, 2020
In Episode 44 of the Toe-2-Toe Podcast, hosts Jenn Murtland and Monica Weakley invite guest Aaron Wittenstein to duke it out over whether you should have your buyers submit a letter with their offer. Hear why Aaron considers this a legal question, how Jenn handles letters with sellers, and how Monica has seen this issue play out with successful offers.
Episode Highlights:
- Should you have your buyers submit a letter with their offer?
- Guest Aaron Wittenstein asks if submitting a letter with your client's offer is legal.
- Aaron is risk-averse. His biggest concern is following the law.
- Jenn thinks submitting a letter is dumb. On the legal issue, she asks whether you're liable if the letter is sealed and you don't know what it says.
- Aaron says it’s all about the math, but is it?
- Jenn says that it does matter who the seller is because you can pull on their heartstrings.
- Monica says it would be nice if it really was about math. There are emotions and attachments.
- Aaron sees that people get tied up in the emotion. He feels that it’s our job to pull them out of the emotions.
- Jenn brings up the point that when people move, it is tied to something emotional.
- Aaron has all offers come in a particular format. He forwards everything to the seller.
- When Jenn receives a letter, she asks sellers if they want it.
- Monica says that as a buyer's agent, you can submit the letter because you're not doing anything wrong.
- Most agents surveyed were pro-letter.
- Monica says that she has had only two buyers ask to write a letter. In both cases, they got the house.
- Jenn says a letter adds no value.
- Aaron tells sellers to run with the money.
- Monica says if you’re representing a buyer, it won’t hurt to submit a letter.
3 Key Points:
- Including a letter with your offer may bring up legal questions.
- We can focus on the numbers, but real estate is also emotional.
- A letter may not add any value, but it also may not hurt.
Resources Mentioned:
- Jenn Murtland LinkedIn | Facebook
- Monica Weakley LinkedIn | Facebook
- Toe 2 Toe Podcast Facebook Page
- Aaron Wittenstein LinkedIn
- Lead Generation Scripts and Objections Facebook group
Monday Jul 20, 2020
Monday Jul 20, 2020
In Episode 43 of the Toe-2-Toe Podcast, hosts Jenn Murtland and Monica Weakley duke it out over whether you should list your own house as an agent. Hear why Jenn thinks you’ll get much more money if you put your home on the MLS and why Monica doesn’t necessarily agree. Then stay tuned for a special tiebreaker segment.
Episode Highlights:
- Should you list your own house as an agent?
- Jenn thinks it's stupid to sell your house as a FSBO if you're an agent.
- If you do this, you’re going against what you tell clients to do.
- Monica thinks it depends on the situation. She thinks agents should be able to do it.
- If you put your house on the MLS you are going to get more money because your pool of buyers is bigger.
- Most real estate agents don't call FSBOs, so their buyers don't see them.
- Monica feels that in this market an agent that understands pricing can use this strategy.
- Jenn is assuming that all agents that try to sell their homes on their own are getting less than they could. Monica doesn't buy into that.
- Jenn feels that if you have a larger pool of buyers, you are more likely to get everything you want.
- Jenn feels you're doing yourself a disservice if you're an agent and you don't put your own home on the MLS.
- Monica agrees that it's more professional to use the system you say works so well.
- Your brokerage may or may not allow you to sell your own home without paying company dollar.
- The safety factor is a consideration when you put your home up as a FSBO.
- For the most part, agents they surveyed agreed that agents should not sell their own homes as a FSBO.
- Rachel Walkowicz is today’s tiebreaker. She says agents should not list their own homes as FSBOs and doesn’t understand why they would.
- Rachel reminds us that our actions speak louder than words and that going this route could undermine how we've presented ourselves as professionals.
3 Key Points:
- When you list your home on the MLS, you have a larger pool of buyers. You are more likely to get more money for your home.
- It is more professional to use the system and strategy you recommend to your own clients.
- Consider your brokerage’s policies and procedures before selling your own home.
Resources Mentioned:
Monday Jul 13, 2020
Monday Jul 13, 2020
In Episode 42 of the Toe-2-Toe Podcast, hosts Jenn Murtland and Monica Weakley duke it out over how often you should update your client. Hear Jenn’s system for eliminating unnecessary calls and Monica’s vision for concierge service. Then stay tuned for a special tiebreaker segment about the importance of weekly communication.
Episode Highlights:
- How often should you update your client?
- Jenn feels that when you first take a listing, the first 72 hours are critical. After that, check in 1-2 times per week.
- Jenn feels that if her clients are calling her, she hasn’t done her job.
- Jenn is generally an over-communicator. She answers questions before they're asked.
- Monica believes the frequency of communication should be dictated by your expectation setting with the clients.
- Monica thinks setting expectations is letting people know how you operate.
- Proper communication involves setting expectations.
- Jenn rarely gets client calls because she has already proactively called them.
- Jenn knows when she's dealing with different types of people who may need more or less communication.
- If we don't follow up with people to tell them what we've done, they'll have no way of knowing we did it.
- Talking to clients frequently the first three days stops anxiety in its tracks for Jenn's clients.
- Tell clients what happened, what will happen next, and ask them for their questions.
- Leave a voicemail at least once a week in addition to your texts and emails.
- To your clients, every part of the process is a big deal.
- Monica wants to understand how her clients want to communicate with her. Jenn does not change the process for the person.
- Monica offers concierge-style service. Jenn thinks there's a limitation to the number of clients someone can serve that way.
- Experienced professionals anticipate their clients' questions.
- Monica is looking for the thing she might be missing if she took a guess at how clients want to communicate.
- Jenn doesn't get mad when people call or text after hours. She just doesn't answer.
- Monica emphasizes the importance of understanding your client.
- Jenn feels that in order to do volume you need to be less accommodating.
- Tiebreaker Crystal Anderson says how frequently you should communicate with your clients depends on where they are in the process.
- She sends house hunters listings daily. Once they're under contract she communicates with them once per week.
- If you don't build a relationship it's hard to make adjustments based on feedback.
- When people have a good experience with you, you'll get referrals.
3 Key Points:
- Communicating frequently within the first 72 hours of listing a home is critical to managing client anxiety.
- Remember to tell clients what you’ve done for them to provide value. They won’t know unless you tell them.
- You can set expectations from the outset about how you prefer to communicate with clients.
Resources Mentioned:
Monday Jul 06, 2020
Monday Jul 06, 2020
In Episode 41 of the Toe-2-Toe Podcast, hosts Jenn Murtland and Monica Weakley duke it out over whether you should go first or last when competing for a listing. Hear why Jenn convinced Monica that her strategy for handling this situation is brilliant. Then stay tuned for a special tiebreaker segment about how to change your presentation to accommodate different personalities.
Episode Highlights:
- Do you want to go first or last on a listing presentation?
- Jenn wants to go first. Monica wants to go last.
- Jenn says you can directly ask them if they find it necessary to interview other agents after your successful presentation.
- If they want to see other agents ask if it's because of the price you set for their home, the commission, or the marketing plan.
- If they interview others, set up an appointment for after those appointments.
- You can be the one they're measuring everyone against.
- At first, Monica thinks that Jenn's plan works for a certain kind of agent.
- Monica wants to be there when they can make the decision, which is at the end.
- Jenn has a frank conversation when they can see there's a mutual fit and she's going first. She suggests that they could save the other agents time by canceling and then offering those agents the first right to bring any buyers they have.
- Jenn’s strategy works if you've done all the steps with pre-qualification, you dropped off the pre-listing packet, and built rapport.
- Monica thinks Jenn's strategy is brilliant.
- Monica has won listings in both positions.
- Monica shares examples of when she went last and won against two very strong agents.
- People will list with people they get along with.
- Agents surveyed had many opinions about this subject but the consensus was that it depends on who you are working with.
- If you're a strong agent you can position yourself differently. Confidence matters.
- Monica suggests trusting yourself enough to know you are the right person for that job.
- If you're enthusiastic and confident you will usually win.
- Chelsea Goodwin of The Agent Accelerator weighs in as the tiebreaker.
- Chelsea says going first or last can work.
- Tweak your listing presentation based on the client's behavioral style.
- D’s want you to save their time. They hate wasting time. With D’s, you want to go first.
- A listing presentation for an I-type will involve building rapport. With I’s, Chelsea recommends going first.
- Offer to cancel the other appointments for the I-type because that will be a relief to them.
- With an S-type you want to go last. They want stability and security.
- With C-type clients you want to go last. They want all of the details and all of the options.
- You can find out the data points ahead of time with a C. Plan on spending more time on this listing presentation.
- Chelsea shares more about services provided by The Agent Accelerator.
3 Key Points:
- When you go first, you set the standard for everyone that follows you.
- When you go first and the presentation goes well, you can be in the position to ask them if you can cancel their other appointments and move forward.
- Consider your client’s personality profile as you adjust your listing presentation to suit them.
Resources Mentioned:
- Jenn Murtland LinkedIn | Facebook
- Monica Weakley LinkedIn | Facebook
- Toe 2 Toe Podcast Facebook Page
- Chelsea Goodwin LinkedIn
- Email Chelsea Goodwin at info@theagentaccelator.com
- The Agent Accelerator website, Facebook group
Monday Jun 29, 2020
Monday Jun 29, 2020
In Episode 40 of the Toe-2-Toe Podcast, hosts Jenn Murtland and Monica Weakley duke it out over whether you should accommodate 2-3 days of showings before reviewing offers. Hear why Jenn thinks that you need to prioritize urgency and why Monica feels you should pause and let things play out. This episode will help you determine what you feel comfortable recommending to your sellers and why.
Episode Highlights:
- Should you, as a listing agent, accommodate 2-3 days of showings before offers are reviewed?
- The caveat is that the sellers get to decide.
- Jenn says no, you should not accomodate 2-3 days of showings.
- Monica wants to bring her sellers the highest and best price. In this market, a seller can end up getting whoever happened to be able to come through the house first.
- Monica wants to set them up to receive not just the first offer, but the best offer.
- Monica feels that if we pause for a minute, we can allow options to unfold.
- Jenn feels that if you wait before reviewing offers you're losing a sense of urgency.
- Jenn thinks you can pull the sense of urgency through the entire contract.
- Jenn says that if buyers are motivated they can figure out a way to get through and she can help them figure that out.
- Jenn thinks that when there are already offers in you can tell buyers that they could sweeten the pot and that if they do you'll cancel other showings.
- If you wait, you could lose very good, highly motivated buyers.
- Monica disagrees that you'll lose the motivated buyer. Monica feels that in Jenn's scenario the person who wins is who can go fastest.
- Jenn thinks you'll lose your edge if you wait because then people will know they're the best offer and they'll lose some urgency.
- Jenn always recommends getting backup offers, especially in a seller's market.
- Monica thinks that allowing showings to unfold positions your sellers for a better opportunity.
- Jenn likes to list on a Wednesday, have her sellers leave, and get it all wrapped up by the weekend.
- Monica argues that allowing 1-3 days of showings to happen before reviewing all offers is important so you can let options for your sellers unfold.
- Jenn reiterates the importance of urgency. If there's a good offer that they accept, your sellers will be happy and they can go back to living in their house.
- Guest Chris Chiaramonte sides with Jenn during the tiebreaker.
- Chris feels like the sellers have the most leverage in the first day or two listed.
- Chris has definitely seen urgent buyers back out. He argues that this can happen with delayed showings as well.
- In Canada, they handle this differently. You accept offers until someone releases their contingencies and then the property is pending.
3 Key Points:
- Some agents feel that limiting the number of showings to one day when there’s already an offer increases the sense of urgency.
- Other agents feel that you should allow options for your seller to unfold across 2-3 days of showings.
- In a seller’s market it is always a good idea to get backup offers.
Resources Mentioned:
- Jenn Murtland LinkedIn | Facebook
- Monica Weakley LinkedIn | Facebook
- Toe 2 Toe Podcast Facebook Page
- Chris Chiaramonte website
Monday Jun 22, 2020
Monday Jun 22, 2020
In Episode 39 of the Toe-2-Toe Podcast, hosts Jenn Murtland and Monica Weakley duke it out over whether you should take your own photos. Hear why Jenn thinks you can take your own photos in certain instances and why Monica thinks you should always hire a professional photographer. Stay tuned for the tiebreaker at the end.
Episode Highlights:
- Should you ever take your own photos?
- Monica does not think you should ever take your own photos.
- She feels that it is your job to present any property you represent in the best light.
- Buyers preview the house online first and determine value with the photos and price.
- Your photos are your first opportunity to attract the buyer and get them to see the house.
- Jenn generally agrees if you have a standard home that a regular buyer is going to buy.
- If you have an investment property where you're really truly only selling on the investment opportunity, Jenn thinks you can take your own pictures.
- Jenn has also taken her own pictures on lower-end leases. For some leases, there's high demand at a certain price point and they will go regardless of the pictures.
- Monica asks about having standards in your business for what you do.
- Monica suggests that even if you think your phone is great, it's not the same as having a good camera.
- Jenn does not think realtors should invest their time in learning photography.
- Monica believes she has won listings because she uses professional stagers and professional photography.
- Jenn reiterates that she thinks there are some instances when you should take your own photos.
- Monica feels that if you understand that the first part of the buying decision happens online then you should be properly investing in a professional photographer.
- Flor de Maria McNally with KW Cincinnati is the tiebreaker for this week's question.
- Flor says you should absolutely not take your own photos. You're getting paid thousands of dollars to market a property.
- Flor also considers it important to establish a high reputation among her peers.
- One of the value propositions on Flor's team is to help people declutter.
3 Key Points:
- If you believe it is your job as a realtor to present a property in the best light, you should hire a professional photographer.
- There are some instances, particularly with investment properties, where you may decide it’s not worth it to pay for professional photography.
- Ask yourself if hiring a professional photographer would upgrade your business.
Resources Mentioned: