Level Up - From Agent to Entrepreneur Greg Harrelson - Real Estate Broker, Entrepreneur & Coach

Most real estate agents don’t want to hear this but, an abundance of leads does not equate to business growth. In fact, too many leads could be the reason for a decline in deals.
 
Getting a truckload of leads sounds great, but if they're not turning into real business, what's the point?
 
Collecting leads like they're going out of style isn't doing us any favors if they just sit there. If you ever feel like you're swimming in a sea of leads but you’re still thirsty for actual sales, our guest will tell you why that’s happening. Entrepreneur, Preston Guy has cracked the code on turning those endless leads into real, profitable deals.
 
What’s the secret sauce to making leads actually work for you? How do you keep up with technology without losing that personal touch that seals the deal?
 
In this eye-opening episode, founder of EZ Home Search and Digital Maverick, Preston Guyton’s here to shake up the usual “more is better” mindset and show us there's a smarter way to work leads.
 
If you’re giving an agent too many leads, they get confused on what they should do. -Preston Guyton
 
Three Things You’ll Learn In This Episode  
 
-More Leads Don't Always Mean More Business
How can agents focus on quality over quantity to enhance their conversion rates? Is there a magic number of leads that’s just right?
 
-When Tech Meets Touch
How do you blend cool tech with warm conversations?
 
-Give Older Leads a Second Chance
Why should "old" leads get more love and how can you turn them into your next big win?
 
Guest Bio
 
Preston Guyton has carved out a stellar 20-year career in real estate, dedicating his expertise to guiding teams and businesses toward their sales and growth ambitions through targeted consulting, coaching, and networking. Guyton's mission centers on empowering real estate professionals to unlock their full potential and achieve their goals. He is deeply passionate about harnessing technology, systems, and community engagement to bring about innovation, efficiency, and value in the real estate sector. Always keen to expand his knowledge, Guyton values the opportunity to exchange insights and collaborate with fellow industry leaders and experts. 
 
Check out Preston's game-changing strategies at Digital Maverick (https://digitalmaverick.com) and Easy Home Search (https://easyhomesearch.com).
Follow Preston on Facebook and Instagram for no-nonsense advice and tips that hit home.

The lawsuits, litigation and legal concerns on the buyer side prove two things about our industry. The landscape for buyer’s agents is shifting, and unlike the listings side, agents in that space are heavily misunderstood.
 
That doesn’t mean agents who work buyers are obsolete, you just have to differentiate yourself by proving the value you bring to the table.
 
How do we demonstrate our value? What do buyers care about? In this episode, I share strategies to showcase your value, and how to preserve and increase the buyer side of your business.
 
Buyers agents are important but they are misunderstood. -Greg Harrelson
 
Three Things You’ll Learn In This Episode  
 
-Misunderstood but necessary
There’s a concern that buyer’s agents’ days are numbered, is that true?
 
-Bringing certainty to the transaction
How can we help buyers cut through the confusion?
 
-Simplify and save time
How do we shift how we communicate with buyers?

While well-meaning coaches, team leaders and Brokers typically equate scripts with dialogue, that couldn’t be further from the truth. As a matter of fact, by thinking of them as one and the same, we could actually be doing ourselves a grave disservice. 
 
So, what is the chief difference between the two, then? 
 
Is one more likely than the other to get us better results with leads? Could focusing too much on one or the other be the reason we’re yet to see the results we’re aiming for? 
 
In this episode, we’re talking scripts and dialogue and unpacking the reason why they’re just not working for some. 
 
"Scripts are 1 or 2 sentences that you know work every time to help you enter into a dialogue, and 1 or 2 that help you exit the conversation, but they’re not the magic in-between." -Greg Harrelson
 
Three Things You’ll Learn In This Episode  
 
-Why dialogue in today’s market is more important than ever before
What are the pitfalls of scripts in a hot market, and why should we be paying more attention to dialogue, instead?
 
-When scripts are helpful
There’s a time and a place for scripts, so what is it?  
 
-The hallmark of true dialogue
What does effective dialogue actually look like, and is there a quick fix to getting better at it? 

When we think about making calls, most agents tend to think in terms of how to get a resounding ‘yes’, but sometimes, a ‘no’ can be more profitable. 
 
The truth is, in real estate, a ‘no’ is seldom a final answer, and ‘no’ typically means not right now. 
 
So, what can we do when we’re faced with a ‘not right now’? Is there a way to nurture a lead over the long term without coming across as sleazy salespeople?
 
In this episode, we’re talking how to monetize a rejection and build a phenomenal pipeline for the future. 
 
While we’re looking for business today, a lot of agents are missing out on opportunities for FUTURE business by taking a ‘no’ at face value. -Greg Harrelson
 
Three Things You’ll Learn In This Episode  
 
-How to stay in contact with a lead, no matter what their initial response is
Is there a way to keep leads in our database, even if they won’t be interested in a transaction for the foreseeable future? 
 
-Why there’s no such thing as a ‘bad’ lead
How can we completely change our mindsets regarding unresponsive or presently uninterested leads? 
 
-The importance of regular communication
How can we stay top of mind with everyone we reach out to, so even if they’re not looking to sell now, the moment they are, we’ll be their first port of call?

In a metrics-obsessed industry, it’s super easy to attach our idea of success to grand numbers and achievements. Unfortunately, this approach can do more harm than good.
 
In our book, the numbers are insignificant. The process is what we should be obsessively fixated on.
 
When our vision of success is tied to what we do every single day, the extraordinary results we seek take care of themselves.
 
Why are process-focused people more successful than results-focused people? How do we lead our agents towards the activities that lead to success?
 
In this episode, we talk about the foundation of excellence, and why it doesn’t have to be based on the numbers. 
 
"The people that follow a process and improve their skills end up doing extraordinarily well." -Greg Harrelson
 
Three Things You’ll Learn In This Episode  
 
-What drives excellence on real estate teams
As real estate leaders, what’s more important, an agent’s discipline or high numbers and unbelievable metrics?
 
-Metrics vs. process
If we can’t always control the outcome, what can we always guarantee our control over? 
 
-Why great leadership starts within
Leadership is about uncovering what holds our people back from following the process they've committed to. How do we raise our level of leadership to do this?

A listing-based business is a lot more profitable than a buyer-based one, but it’s also harder to grow and scale. Generating seller leads isn't as simple as purchasing a list of buyers. It takes strategy and intentionality to turn a homeowner into someone who’s ready to list.
 
Driving listings is a lot harder than holding an open house, but not impossible. When we build a rich database of homeowners, incubate them and provide value, seller lead gen becomes predictable.
 
How can we see the opportunities sitting in our databases? How do we put intentionality behind our database nurture? In this episode, I’m joined by Ryan Young, a real estate team leader and founder of real estate platform, Fello. He shares how his tool is helping agents put more value into their database and extract more business out of it.
 
Our industry is lopsided on how we position and build our businesses. It’s very buyer-based. -Ryan Young
 
Three Things You’ll Learn In This Episode  
 
-Put the data into database
Some agents have thousands of names in their database, but they don’t know much beyond that. What information is vital to the success of our lead nurture and conversion?
 
-Don’t get out-scripted by the seller 
How does Fello help us increase conversion by showing us where we went wrong in the follow up process? 
 
-Never cold call again 
How do we level up the quality of the list of people we call? 
 
 
Guest Bio
Ryan Young is the CEO of Fello and the CEO of the Young Team, named by Real Trends and The Wall Street Journal as one of the top 250 teams In the country. As an agent from a family of agents, Ryan has always seen the importance of people in real estate. Through his experience building the #1 team in Ohio and the 18th team in the U.S. (WSJ RealTrends), Ryan built a guaranteed offer platform to rapidly expand and help his agents thrive. Yet, aware of the many PropTech companies that are competing with agents, Ryan saw an opportunity to build something bigger. A platform that solves real challenges for all agents. Leveraging feedback from top teams across the country, Fello was created, the most powerful lead-generation tool in real estate. Since then, Ryan has made it his personal mission to empower all agents with the tools and technology that has empowered his team's success. So agents can stay where they belong, at the center of every transaction. Go to https://hifello.com/ for more information, and get $300 off your onboarding.