Yesterday over 4000 real estate professionals packed the Gold Coast Convention and Exhibition Center for the first day of AREC 2022. This year’s keynote speaker was Hollywood actor Matthew McConaughey who showed that there is a striking number of similarities between acting auditions and ad pitches and the mindset needed to be successful. Here are all of our highlights from Day 1….
Aim for joy, not happiness
Hollywood actor, Oscar winner and bestselling author of Green lightMatthew McConaughey thinks you should think of life as a “verb”.
He says it’s a process, and rather than focusing on a destination of happiness, you should seek joy instead.
Joy relates to enjoying the journey you are on and encompasses your failures as well as your successes.
“Joy is the enjoyment of the process and doing what you’re good at,” he says.
“Failure will be a big part of it. I haven’t had many more jobs (auditions) than I’ve had.
When it’s time to “stand out”
Matthew says sometimes you have to “stand out” to switch brands.
He says he once turned down a $14.5 million role in a romantic comedy because he wanted to break the stereotype that classed him in Hollywood.
For the next two years, he did not get a single role.
“I was successful in romantic comedies, but I was also interested in doing dramas, but the industry wasn’t interested in me doing dramas,” he says.
“I had to stop doing what I was doing. I chose to unmark in hopes of being able to rename later.
“I had no guarantees (it would work), but I made a decision that was non-negotiable with myself. Perseverance paid off.
“I trusted him even when I was scared to death.”
Preparation is key
Matthew says there are a lot of similarities between auditioning and roster presentation, but the key to him getting a role has always been preparation.
“Look at him phoning,” he said.
“I am very attached to the preparation because it allows me to be relaxed and present.”
Matthew recalled the last time he attended an audition unprepared. He said he arrived to find he had to deliver a four-page monologue in Spanish.
“It was embarrassing,” he says.
“I thought then that I would never put myself in that position again.”
When he leaves an audition, he wants to know that there was nothing more he could have done or given to win the role.
“I know there are jobs I got because I was better prepared than the next person,” says Matthew.
Marketing is not about hustling
Author of 20 best-selling books, including Pivot, Tribes, The dip and purple cowSeth Godin says marketing isn’t about rushing, interrupting potential customers or taking shortcuts.
Instead, he says modern marketing is about “the choices you make, the way you present yourself, and the story you tell.”
“Anything you do that hits the market is marketing,” he says.
Seth says agents need to bring “practical empathy” to the table, which involves treating customers with dignity and respect.
“Other people know things you don’t know and want things you don’t want, and that’s okay,” he says.
“If you can’t say, ‘it’s okay,’ you can’t serve them or connect with them.”
Seth says your brand is your promise and what you ask your customer to judge you on in the future.
Who is talking about you?
Seth admits that many agents get listings simply because they’re the first to return a potential supplier’s call or because they’re a dollar cheaper.
But he says the goal should be to get people to tell people they know about you through “intentional design”.
The key is to ask yourself what type of customer you are looking to serve, what they want and dream of, and what change you are looking to bring about on their behalf.
“The goal is to make them feel seen, heard, understood and valued,” says Seth.
“The value you add is helping someone through the most intimidating and nerve-wracking transaction of their life.”
Changing from fourth to fifth gear
Jellis Craig Armadale’s manager, Carla Fetter, shared the key elements that helped her go from a good agent operating in fourth gear to a great agent excelling in fifth gear.
She says her first key to success is having a clear vision of who she wants to be as an agent and what she wants to achieve.
“I decided I wanted to be the number one agent in our group,” she says.
“In that first year, I came in second, but that fueled me for the next year.”
Carla says she also realized that someone with her personality needed to hire a mentor to hold her accountable, so she brought in Peter Vigano from Hawthorn’s office.
Every Saturday at 8 a.m., the couple met at the local car wash and tracked Carla’s key numbers.
She also built a team of specialists who liked each other, communicated well and shared common goals.
The third key, but perhaps the most important, that Carla implemented was constant prospecting, making 20 calls a day, day after day.
“Prospecting is one of the key things that turned my business upside down,” says Carla.
Carla also decided to become a specialist agent, not a generalist, and did not take on all the work that was offered to her.
“Saying no to non-essential activities will actually get you more business,” she says.
“But if I wanted to become a specialist agent, I had to ask myself: ‘Why did I want to be known? What type of property was I interested in? »
Finally, Carla says she needed to stay current and not get complacent.
“Someone can come and take that market share from you,” she says.
Create a culture of success
In a much-anticipated session, Michael sat down with MC Tom Panos for a Q&A on how the Kollosche brand has come into being since it opened in 2019.
During this period, Kollosche grew to reach $1.8 billion in sales and $45 million in GCI.
Creating a dynamic and supportive culture has been key to this success.
“We built what we have from scratch,” says Michael.
“We are particularly careful who we let into the tent. I have learned from experience that working in an environment that is not conducive to success can make things difficult.
Michael notes that Kolloshe’s goal is to attract good talent who has the same aspirations, the same morals, the same standards and who “applauds the success of others”.
He says that although many agencies have a lot of internal competition, much of Kollosche’s success has come from collaborating.
“As a team, we are stronger.”
The key quality in a super company
Tom also asked Michael about the qualities needed to build a super company, and he explained that in his effective business unit (EBU) of four people, everyone has a clear role.
“In a super team, everyone knows what their roles are and very rarely do they cross paths,” he says.
Michael says communication with clients is paramount, but rather than being the sole intermediary, each member of his team liaises with clients in their area of expertise.
This includes a WhatsApp group chat for each property. He says being on point with every process and meeting customer expectations has helped agents earn higher fees.
“If you provide a good level of service and a good result, you can justify your fees,” he says.
Rome wasn’t built in a day
Hunter Valley PRD agent Cathy Cattell came into real estate later in life and is the first to admit she doesn’t sell million-dollar waterfront mansions.
But that didn’t stop Maitland’s agent from succeeding. Last year, she wrote $2.76 million with an average sale price of $770,000.
Cathy says the secret to her success is consistency, building a strong business foundation, and remembering that today’s buyer is tomorrow’s seller.
“There are no shortcuts in this industry,” she says.
“Real estate is a marathon, not a sprint.”
Ask key questions
As Cathy put it bluntly, “Salespeople don’t want to know how good you are, they want to know how you can help them.”
Helping a supplier isn’t rocket science; it just comes down to asking a few key questions, which Cathy says most agents don’t stop to ask.
- Why are they selling?
- What is their project and where are they moving?
- What costs did they afford to sell and move?
- What would they like help with?
“It helps build relationships and gain their trust,” says Cathy.
Managing divorce simply but effectively
Cathy says 30-40% of her listings come from salespeople who are separating or divorcing.
She and her team hold one key rule above all others.
“Don’t take sides with either owner,” she says.
This is closely followed by great attention to detail and unbiased communication. The team notes on the announcements whiteboard that this is a divorce sale so that everyone remembers how to properly handle the situation.
“That means two phone calls, two emails, two of everything,” says Cathy.
“Don’t tell the other party what the other said and (when the property sells) help them move on.”