Hey brokerage owners, I have a story for you:

Two branding experts walk into a store where you can buy collectibles, like a thrift store. We'll say that generously they buy $128 worth of just little trinkets, little doodads, this, that, and the other. About 100 items is what they buy.

So they walk out of the store with all this stuff, and they go, and they employ writers, professional writers, to write stories around each of these little items.

Now, they are fictional stories, not real stories, but then they take these stories that have been created around each of these little crazy items, and they post these stories with pictures of the items on eBay. They clearly state, "This is a fictional story."

What do you think happens with this?

A quick example is that they had a little figurine of a cat with a little tamale mustache. They paid $0.50 for it. They were able to sell that thing for $22.

But their whole haul of stuff that they spent $128 on, they sold for over $3,600 by creat...

Hey guys, if you're a brokerage owner or team leader, I've got a strategy for you when it comes to recruiting, and that's what I call “Weakest Point Recruiting.”

You might say, what does that mean? Weakest point recruiting simply means this: I want you to look at your overall business today—your brokerage, your team. Most of us are pretty strong in residential resale. That’s the general core.

But what about other areas of the market? Maybe you're weak in land sales. Maybe you're weak in rural property. Maybe you're weak in waterfront, golf courses, condos, or commercial property.

I want you to identify two or three areas where your company or team is just weak—where you're not very strong in that market area. And I want you to look at this not as a weakness. I want you to flip it on its head and ask, “how can I turn this into an opportunity?”

Your opportunity is to recruit to your weakness.

Here’s what I’m going to do. I’m going to identify the top 10 agents in that niche who coul...

Have you ever heard the term heuristics? Heuristics with an H. If you haven’t, it’s an interesting concept that deals with the power of first impressions — how people perceive you and treat you.

As human beings, we do something we don’t even realize: we assess people within milliseconds of meeting them based on a lot of factors. One major factor is how they’re dressed, their demeanor, and their overall appearance. Those things play a big role in how we view someone — the respect we give them, how much confidence we have in what they say, and whether we believe them.

It’s all built into what’s called heuristics. The human brain developed this over tens of thousands of years because, back in the caveman days, we had to make split decisions. Can I trust this person? Should I run the other way? We had to decide quickly whether we were in a good environment or not.

Today, we can apply that to business. The way we approach a client, the way we’re dressed, our demeanor, our grooming, can c...