Have you ever heard of the aggregation of marginal gains? I hadn't either until I read a story about the British cycling teams winning the Tour de France. They never won the Tour de France before 2010. But their new coach, David Brailsford, challenged them to look at everything they're doing — even the smallest things — to see if there was a way to improve it.

They started with the typical things you'd look at like their diets and exercise programs. But then he went a step further — and started looking at the pillows cyclists were using, the exact time they fell asleep and woke up, their daily routines and more to give them insight into their overall training system.

They figured out that even a 1% increase in any area of efficiency would aggregate marginal gains and finally create wins.

You can do the same thing in your real estate career. You have so many different avenues you're managing, but just getting 1% better in each of these areas can create big wins for...

You learn something new every day in real estate. Even after 31 years in this business, I'm still learning.

I learned something fascinating this morning based on a study from Zillow:

In the last half of 2020, the number of listings taken week by week were about even with 2019.

There's a sense that there's a lot less listings in the market as a result of of us not taking as many listings, but it's just not true.

In the last half of 2020, we've taken as many listings as a nation as we did in 2019. But it doesn't feel like that.

So why doesn't it feel like that?

It's like if you own a grocery store and had a delivery guy come every Friday to fill your shelves with the same order. But what has changed is the number of buyers walking into your grocery store and how many products they're buying each time they come in.

If more buyers are coming into your store and buying more products from your shelves, it's going to seem like there's not as much on the shelves...

Join this incredible conversation with REALTOR, Team Leader, and Podcast Legend - Greg McDaniel.

Growing up in real estate and learning the business first-hand from his father Terry (affectionately known as the Grandmaster) Greg learned the old-school fundamentals of salesmanship, from door knocking and cold calls to scripts and dialogue.

Combined with his passion for the latest tech and social media, Greg has created a blend of high-tech and high-touch that allows him to regularly sell $1M+ homes in the East Bay. With over 20 years in the business and 450,000+ cold calls under his belt, Greg has truly earned his nickname “The Junior Grandmaster.”

Are you ready for a Real Estate Coach? Check out the Path Performance Coaching Platform!

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Do you use a Social Media Blitz every single time you take a listing?

If your answer is no, you're missing a huge opportunity to create energy and excitement around your listings to capture more buyers and sellers and potentially add more closings and referrals.

Here are six posts you should do for every listing you get:

1. The Coming Soon Post

First thing you do when you take a listing is you record a raw, no edit walkthrough video of the house. This could be an Instagram story, a Facebook story, or both. This shows people you're actually taking listings and that there's a new listing in your market.

Now, in some markets, you may have to adhere to your MLS rules before you start marketing the property — it's usually between 24-72 hours in most markets. But in some markets, you can't do it at all. Hopefully, you can do that quick, raw, no edit video where you're doing the quick walkthrough in your market.

2. Launch it into your social media when it...

One thing we're all challenged with right now is the speed of the market — or how fast listings sell as soon as they hit the market.

When you listed a house in a traditional market, you would have 90 or 180 days of market time. During that market time you'd able to be able to put out just listed cards, call and farm neighborhoods, host multiple open houses, and receive sign calls from your marketing. And with all that marketing, you would be able to convert those interested people into more buyers and sellers.

So every listing could easily lead to five or six more opportunities for more buyers and sellers.

But today things have changed. Every time you put a house in the market, it's generally selling within a few days with multiple offers. So you're getting robbed of that extra marketing opportunity.

But you can change that by using what I call a Marketing Sequence.

A marketing sequence simply means that you have a strategy about how you...

There's one key thing that all great leaders possess: The ability to be self-critical. They're aware that they're not perfect. And that they need to change, adapt, and pivot to be more competitive in their market.

So how do you do that?

One way is to encourage brutal honesty and absolute transparency with your teams — both inside your office and community as well as outside of it.

If you're an agent, this means asking your escrow officers, lenders, and co-op agents to be brutally honest with you.

Now there's a magic question to help you do this that I learned years ago from a top producer that took her business from around $2 million a year to $10 million a year in only about two years.

When I asked her what she did to transform her business from 2 million to 10 million, she told me she just started asking this key question after every closing.

Here's her key question: "Hey, listen, I'm working really hard to improve my business this year. I really...

There are 8 key systems I recommend you create this year to help you scale your business and provide consistent raving fan level service to buyers and sellers.

By the way, a system is nothing more than a checklist. In the real estate industry we often make systems sound complicated, but a system is nothing more writing down all  the things you need to do in order to do something efficiently.

8 Key Systems to Quickly Create Predictable, Repeatable Success:

1. Pre-listing Checklist

You should have a list of all the things you need to do to get ready to take a listing to be at the top of your game when you meet with that seller for the first time.

2. Listing Launch Checklist

This explains what you're going to do to launch a property into the market. Think about the 5, 10, 15 things you're going to do every time you launch a listing in the MLS.

3. Marketing Plan Checklist

This should include everything you're going to do to actually promote a...

We see so much marketing that is irrelevant and meaningless — it doesn't resonate with anybody. It's trying to be ironic, cute, and Instagram perfect.

But nobody really cares so these marketing gimmicks fail.

What do our potential clients care about then?

Learning something new — which will always make them stop dead in their tracks and consider your message.

That's the basic idea behind my "Educational Marketing" strategy.

Now let's think of it in terms of real estate:

Not everyone has an interest in real estate. Buyers and sellers usually only get interested right before they're ready to sell their home or buy a new one.

So when a buyer starts to think that they should buy a house, that's when they start to look at all the terms and processes around real estate. Or when a homeowner gets interested in selling, that's when they suddenly get tuned into the market conditions.

That's the power behind using "Educational...

Have you gotten all of your reviews and recommendations from your past clients over the past year? If the answer is no, you're missing a huge opportunity because there's a young, aggressive, and strong agent that's rising rapidly and would like to capture your future clients.

These young agents are listening to podcasts, watching webinars, and they're learning about a secret weapon in the market — and they may be beating you without actually beating you.

Here's what I mean by that:

These young, aggressive agents are capturing reviews and recommendations. And they are hyper-conscious of getting five-star reviews from everyone and anyone who will give them to them. They're making sure that those reviews go on all the right places, which I'm going to outline for you. And what happens is you can have an agent that's only been in the business 2-3 years, but online, they look like they are super experienced because they've stacked up more reviews and...

Want to take a lot of listings rapidly?

The trick to do this is by targeting pre-foreclosure properties. There's 2.7 million homes in America today that are in a pre-foreclosure status. That number is so high because a lot of people have applied for a forbearance due to the COVID crisis, the struggling economy, and not being able to make their house payments.

A forbearance is where the lender gives the owner an opportunity to restructure their loan so they can either move or skip payments then make a balloon payment at the end.

But a lot of people are going into default because they're not able to get caught back up.

Here's the latest numbers we found from principal economist, Yanling Mayer from CoreLogic:

39.1% of all forborne loans are now 150 days behind payment. And 25% are 180 days past due.

Now, I don't say this to scare you that we're in 2009 again. The sky is not falling — and there are many differences between the market we were in then...