Building a superteam begins when you ask ‘how can we do this better as a team?’.
Topic – 5 S’s of Agent Superteams
Mentor – Michael Sheargold
- This is not a solo sport
- The opportunity wave
- Resentment or support – where do you sit?
Marketing Monday – Let the message be the hero not the logo. Ray Wood talks about branding and marketing.
Kevin Turner: Good morning and welcome to another week. I’m Kevin Turner, welcome to today’s show, produced in association with Beepo, PropertyTree from Rockend, PrintForce, LockedOn, and View. Take us with you on your morning walk or listen on your way to work. You’ll find us at Facebook and Twitter as Real Estate Uncut. PropertyTree of course is the secure cloud-based property management software designed by Rockend. It’s gonna save you time and take the stress out of your working day. Let’s get on with today’s show.
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Kevin Turner: Joining me for our marketing tip this week, Ray Wood from TopAgentsPlaybook.com, the great podcast, recommend that you jump onto it. TopAgentsPlaybook.com. G’day, Ray, how are you doing?
Ray: Hey, T. Never weller, and you?
Kevin Turner: Mate, fantastic. The thing I wanna talk about today is something we did in a recent video where you talked about agents branding logos everywhere.
Kevin Turner: Big mistake, you reckon?
Ray: I think it’s a huge mistake. I’m all for promoting the brand, don’t get me wrong, whether you perceive the brand as the physical colour logo or whether you perceive the brand as the individual. I mean, at the end of the day it’s the individual that’s sitting down at the kitchen table to do the listing and present the offers and it’s the individual at the end of the phone, but all the individuals are represented by a brand.
Now, a lot of the brands understandably wanna see their brand everywhere and I understand that. But I think it’s a huge mistake because I think there’s a heap of opportunity for branding once you’ve actually got the listing. It’s at the bottom of your sign, you’re branded on the major real estate portals, if you’ve got a magazine it’s there. It’s on your flyer, it’s there. It’s on your business card, it’s everywhere, but when you, and this goes to the heart of marketing, Kevin. I think it’s a distraction because a lot of people don’t really see it.
It’s colourful and shiny and if you’re writing, for example, a letter and we’re seeing this a lot with Jigglar as far as people customising their marketing pieces which they can do at Jigglar in a couple of minutes. J-I-G-G-L-A-R.com.
Kevin Turner: Well done.
Ray: Thank you. And let your message be the hero, don’t let the logo be the hero. You’re better off promoting your smiling face and your phone number and having that as massive as you possibly can because there’s so many people like you and I that can’t see anything without our glasses so yeah, less logo. More you, more message, more CTA which is the call to action, I think that’s the important thing.
Kevin Turner: Yeah, the thing I wanna mention here is a good friend of mine once said you can’t shake hands with an iPad when you’re building a relationship, and it’s very much the same. People don’t buy a brand necessarily, they buy the individual, particularly in real estate and I think we’ve gotta understand that so it’s your personality to start building that relationship.
Kevin Turner: Great talking to you, Ray. Ray Wood from …
Ray: My pleasure, mate.
Kevin Turner: … TopAgentsPlaybook.com, great podcast. Make sure you jump on it. Thanks mate, talk to you again soon.
Ray: Thanks, Kevin.
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Speaker 4: More thoughts now from this week’s mentor.
Kevin Turner: My guest all this week is going to be Michael Sheargold. We haven’t spoken to Michael for some time. Good morning, Michael.
Michael: Kevin, great to connect with you.
Kevin Turner: Yes, and good to be connected with you too. We need to do it more often ’cause I like Sheargold charge occasionally, doesn’t hurt. I wanted to talk to you about this week about super teams. We’ve discussed it in the past but more and more people are talking about it. I’ve heard you talk about it as well. Define it for me. What does it mean?
Michael: You know, I think it’s a really important point, Kevin, that more agents are realising that this is not a solo sport playing as an agent. It’s actually a team sport. And when you start to recognise, as an agent starts to build their business, can still deliver the service? Can they take advantage of the growth opportunity? And something we talk about at SuperTeams called the opportunity wave, can you take advantage of an opportunity wave and grow your business to the next level?
And this is I think the shift from an individual agent to operating as a business within a business and truly it’s a shift from being an individual, everything in your head, you can just do what you do, to actually shifting to becoming an entrepreneur within the business …
Kevin Turner: Yeah.
Michael: … that can be incredibly productive and hugely profitable, not only for clients but also for the lead agent and the team.
Kevin Turner: I still look around at the agencies in Australia and not so much in New Zealand but particularly in Australia where the average size seems to be quite, still seems to me to be relatively small. I just wonder how this dynamic works in one of those small teams, Michael.
Michael: Yeah, I think everything that we talk about this week, Kevin, is gonna be relevant for if you’re in an office with a smaller team, effectively your entire team should be operating as a super team. So how do you support each other? And look, the big umbrella that covers the whole concept of super teams is what is the best way of us working together? What is the best way of us achieving amazing results? What’s the best way of us delivering [inaudible 00:05:37] service to our clients in such a way that we get that ripple effect of word of mouth and world of mouth, singing our praises out there in the marketplace.
Kevin Turner: Is the industry really set for that? Because there is still a lot of competition inter-office, Michael.
Michael: You know, look, I think one of the things to recognise is that within an office the more the team actually work together, the more momentum that office will actually create. And sometimes one of the limiting beliefs is the competitor is sitting on the desk next door. But this says no, you guys really should be focused on building your market share and your presence in the marketplace.
And many times that as an agency grows and as a team size grows or as one agent in the team starts to produce some fantastic results, you can either be in resentment of that within the office or you can support that in the office because typically that will create more opportunity for you as an agent when other people in the office start to lift their performance. In fact, one of the things that frustrates performers is seeing someone who is under-performing within the team. And because it’s not demonstrating how great the agency is and how great the brand is in the marketplace.
Kevin Turner: Yeah, so when you think about it a poor performer in a team is gonna de-motivate the team really ’cause it lets that team dynamic down, Michael.
Michael: And look, it’s very frustrating at a sales meeting that, what did you do this week, what have you achieved this week, what’s happened this week? And someone says nothing, nothing, nothing. That’s de-motivating for them as well as for the team. I think we go what are you doing? You’re spending, and you and I have talked about from a time management point of view, the average agent is gonna spend two and a half thousand hours in the next twelves months in their real estate business. That’s huge, Kevin.
So you won’t get a good return on investment, and I guess this leaks through into super teams. When an agent is ready to step into that whole super team mode is understanding there are things that need to be done within a real estate transaction and within a real estate relationship, but they don’t need to be done by the lead agent. And as soon as someone triggers into that and one of the big limiting beliefs that we work on at SuperTeams is the belief that someone says, no one can do it as good as me. And boy does that hold people back.
And I occasionally ham it up and say well, let’s say it’s an agent in Melbourne. I say look, there’s a lot of agents and there’s a lot of properties going to market in Sydney this week, you better get up there because I don’t know how they’re selling in Sydney without you. And then I went, hang on a tick. The Auckland market is actually going, there’s a lot of energy and effort gonna be put into the Auckland market right now so you better get over there for Auckland sales. And what about New York? How on earth are they selling in New York without you being there?
Kevin Turner: Mm-hmm (affirmative).
Michael: And at some point in time they go, okay, I get it. I may have a [inaudible 00:08:26] point of view that I’m the only one that can do what I do. And I went okay, good. You’ve suddenly realised it. So it’s sort of a shifting of that belief that you can have people come into the business that can actually be better than you.
Now a lot of the time people wanna hire a mini-me, but in actual fact you probably don’t want another you in the business or within your particular super team. What you’re looking for is skills that complement and add to your skill set.
Kevin Turner: Yeah, what I’m hearing as I listen to you is what I’m seeing with a number of, I’ve gotta say, particularly independent offices where there’s a really dynamic salesperson whose name be over the door. But they are effectively the lead agent and all the people around them support them. Is this the sort of model you’re talking about?
Michael: Well, look, I think some of the smaller sort of boutique independents, yes they start that way. And then there’s an evolution and one of the fantastic ways to do on the job training for if you’re a principal or a leader or a director of a business, is to bring someone into your team, have them work with you for say six or twelves months, so they get their legs and they get involved in transactions. They see how it works, they hear and listen to dialogues. And it’s sort of by osmosis. They’ve still gotta do some learning outside of the osmosis process, but they actually get a feel for the business. They understand the pace, they understand when a deal’s on the go, how do you need to put a burst of energy into that deal to actually get it across the line and make it happen.
So I think it’s a really great way of onboarding people, having them become successful, and rather than seeing this [inaudible 00:10:08] of people coming into the industry and leaving the industry, quite often disillusioned, they shouldn’t be disillusioned because quite often they would’ve been fantastic had they had a different support structure in the onboarding process. And we’re talking about a lot of things here, Kevin, so …
Kevin Turner: Yeah.
Michael: … we’re at a few weeks of discussions just on this topic.
Kevin Turner: Oh, I know, it’s really huge. I wanna a little bit later in the week talk you about the structure of a super team because I think that’s almost where we’re headed now so we’ll shut off for today. I wanna talk to you tomorrow about strategy and we’ll come into structure a little bit later in the week and then standards and systems.
My guest is Michael Sheargold. We are talking about super teams. Hey, just before we go, and we’ll talk more about this tomorrow but there’s an event coming up in Sydney, 31st of July, that talks about super teams that Michael’s putting on. If you wanna get a bit more detail use the link on any one of the pages today, or just go to ResultsSuperteams.com.au. We’ll talk more about that tomorrow, Michael, we’re out of time for today. See you then.
Michael: Thanks Kevin.
Speaker 6: Audre Lorde says, “When I dare to be powerful, to use my strength in the service of my vision, that it becomes less and less important whether I am afraid.” Don’t be afraid today to keep pushing forward. I’m Jet Xavier, have a great day.
Kevin Turner: Thanks, Jet. That’s it for today, thanks for your company, look forward to catching up again tomorrow morning.