Five thousand real estate once again filled the Gold Coast Convention and Exhibition Centre for Day 2 of AREC24, where the high energy message was also about confidence, mindset and how to get your clients to love your brand.
Ryan Serhant was back for another inspiring session, this time focusing on why agents need to turn complaints into confidence, while Toni Versic took a deep dive into the three core thoughts and beliefs that could change your life forever.
Elite Agent Managing Editor Samantha McLean also teamed up with Real+’s Samantha Xerri to show PMs how they can use AI to communicate better and save time.
Here are all our Day 2 highlights….
Ryan Serhant – the C words
The most famous real estate agent in the world, Ryan Serhant, told a packed AREC24 arena that you need to turn complaints into confidence to attract and embrace success.
At the start of his career he said he used to dwell on what he sacrificed and his losses, in particular another agent in his office who was listing and selling several properties, while he wasn’t.
He said he called his brother to complain about how unfair it was, and his sibling’s response changed both his mindset and how he approached his career.
“I called my older brother, and I’ll never forget it, he paused and he said, ‘Stop complaining, you little bitch. If he can do it, you can do it,’ and he hung up the phone,” Serhant said.
“I actually realised that I wasn’t that upset about the fact that he was winning and I was losing.
“I realised that I just felt alone.”
Ryan said he decided to analyse what the other agent had that he didn’t.
“Confidence and information,” he said.
“He could talk to anybody about anything real estate no matter where he’s from, what his backstory is and what’s happening, they trust him.
“Because when you know facts, facts tell and stories sell.”
Ryan noted that he couldn’t get things like experience overnight but he could get information and confidence.
“Practice doesn’t make perfect, practice makes productive,” he said.
“So I started memorising information, understanding information, understanding the market … from a point of confidence, not from a point of complaining.
“Someone is going to win in this market and you know what, I choose me.”
Toni Versic – Life happens in 0.2 seconds
Toni Versic says there are three core thoughts and beliefs that will change your life forever.
Three core thoughts and beliefs that will see you live a life where you can have money, success and freedom.
“If you don’t currently have that, or you don’t believe it is possible, the first place you must look is in the mirror,” Toni said.
“It all comes back to you – radical responsibility and extreme ownership.”
Core thought 1: I take full responsibility for my thoughts, feelings, actions and reactions.
Core thought 2: I take extreme ownership of the results in my health, wealth and relationships.
Core thought 3: There is no problem in my life I have not created or allowed.
“It might not be your fault, but you allow these things to exist,” Toni said.
“No one else.”
Toni said the only way to get from where you are in life today to where you want to go, is through action.
He said that while your subconscious mind may automatically focus on and deliver you negative thoughts as a misconstrued way of trying to protect you from challenges and issues in life, work and your relationships, there is 0.2 seconds immediately after the thoughts that you can flip the script.
“You have 0.2 seconds to make a conscious choice,” he said.
“Life happens 0.2 seconds at a time.
“Life is also 5 percent what happens to you and 95 percent how you react to it.
“The only person in control is you.
“You are the only barrier to the life you want and deserve.”
Tiffany Bova – Get clients to love your brand
The fastest way to get clients to love your brand is to love your job and to encourage those who work around you to do the same.
In an enlightening presentation on how to future-proof your business for revenue growth, the Top50 Business Thinker said clients and prospective clients can see-through any pretence of being the best person for them to work with.
“The fastest way to get clients to love your brand is to get people who work for you and around you to love their job, including you,” Tiffany said.
“If you. love your job, your clients will know.
“If the people who work for you love their job, your clients will know.
“If the people who work in your office, and don’t work for you, love their job, your clients will know.
“If the person who designed your website doesn’t like their job, your clients will know it
“The person who writes copy for your newsletter or your direct mail or your email campaign doesn’t like their job, your clients will know it.”
Tiffany said if you don’t love your job it manifests in such a way that you don’t fix problems when they arise and your clients pick up on that.
It stands out as a clear difference to those that swiftly take care of everything, which sends a message that you care about your clients and their experience.
“What you sell is interesting,” she said.
“How you sell is important, but how your clients feel when they engage with you, that’s what matters most.”
Chris Gilmour – Just tell stories
Three time REIQ Salesperson of the Year Chris Gilmour told agents the best things they can do in a listing presentation is to get the question of price out of the way and to create emotion by telling stories.
The All Properties Group agent said when you sit down with potential vendors in a listing presentation, they will have two questions top of mind.
“We all know they’re going to ask us those two questions,” Chris said.
“How much can you sell my home for and how much is it going to cost me?
“So before I say anything I say, ‘3 per cent and between $4000 and up to $90,000, depending (on the home and the campaign).
“It’s that simple, get it out of the way.”
Chris said he then simply relays case studies to the potential vendors.
“I have case study after case study, after case study,” he said.
“I try and find similar properties, similar values, similar stories and similar families.
“I just tell stories, that’s all I do in my listing presentation.”
Peter Diamantidis – Jab, jab, hook
For Ray White Diamantidis Group Principal, Peter Diamantidis, building a successful real estate business is about “playing the long game”.
Peter told AREC attendees that many agents talk about playing the long game, but few actually implement it in their business.
He said when he started in real estate 22 years ago, he didn’t even have a CRM System, and buyers were how built his business.
“How did I build my business? I played the long game,” he said.
“I’ve always said to myself, ‘A buyer today, is a seller tomorrow’.
“So that was my database, I had buyers that eventually converted to buying something, not from me, but I kept in contact with them.
“Two years, three years, five years …. It was jab, jab, hook because I was always there and I played the long game.
“I didn’t look for the quick buck.”
Samantha McLean and Samantha Xerri (Macri) – Two Sams and a bot
Artificial Intelligence is a tool to assist property managers to do their job better, not a tool to replace a property manager itself.
That’s the message from Elite Agent Managing Editor Samantha McLean and Real+ Coach Samantha Xerri.
As the final keynote address in the AREC24 property management breakout, the two Sams delivered a highly practical presentation to show property managers how they can use AI right now to help them supercharge their business.
The highly engaging and interactive keynote showed PMs where AI is headed but also revealed how you can use ChatGPT to help PMs communicate with their clients better.
“This is an amazing time to be alive,” Samantha McLean said.
“We’re witnessing a revolution unlike anything since electricity was invented.”
She said with the advent of AI, it was a misconception that you need a high EQ to communicate well.
With AI you can demonstrate high EQ without actually having high EQ.
Using a fictional case study of a tenant who asks their PM if they can bring their horse ‘Thunder’ to live with them at their luxury home, Samantha revealed the prompts you could input into ChatGPT to ask the robot to write a response to the email.
“‘Would you please write a reply to this email, to someone with a high EQ’, and then paste the email and it will give you a response,” she said.
Samantha also revealed how PMs could bring experts into their conversations, using Chris Voss’ Never Split the Difference and Phillip Jones’ and Jimmy Mackin’s Exactly What to Say For Real Estate Agents.
She said you didn’t need to have read the books in full, but could ask ChatGPT if it understood the concepts in the books, followed by a prompt asking it to use the concepts to answer an inquiry about higher fees.
It then role played the scenario in a detailed script.
Samantha also showed PMs how to use AI to analyse their clients’ communication style with personality data platform Crystal and combine it with ChatGPT to craft the perfect replies.
But Samantha also cautioned that AI should only ever be used as a first draft and never the final response or answer.
Samantha Xerri said it was also critical that the time PMs saved by using AI was used wisely.
“People want to speak with humans,” she said.
“Don’t let this take away from what we do naturally, which is build relationships.
“This is just a tool for us to use so that we can continue to do what it is that we do best.”
Mark Bouris – The winning mindset
For Australian businessman, Mark Bouris, having a winning mindset means having structure in three key areas.
When he gets “out of alignment” or a brick is removed from the foundation that keeps him focused and performing well, Mark goes back to basics and focuses on sleep, exercise and nutrition.
“I have a view that I can’t operate, properly, in that winning mindset, unless I have these three things,” he said.
Mark said his three strategies not only focus on the ‘what’, but also the ‘when’ and ‘how’ and each of them are interlinked.
For example, if he doesn’t eat at the right time at night, he won’t digest his food in time to sleep at the right time.
“A winning mindset is about having structure and never varying from it,” he said.
Mark also said if he does stray from having a winning mindset, he gets back on track by focusing on just one of those three elements and because each is interlinked it would pull him back into alignment.
It’s his sleep strategy that he focuses on first.
Mark said the ‘bricks’ that could upset his foundations could be anything from the Federal Budget to interest rates but he stressed that while he couldn’t control outside influences, he could control how he responded.
“I can control myself, how I am and how I respond,” he said.
