[Free Webinar] How Your Marketing Can Win You Listings

Commercial real estate is changing. The internet has helped in leveling the playing field. Best practices are now easily shared – within companies and without. It is now harder than ever to differentiate yourself from your competition.

This month’s webinar with my friend Kris Krisco of Buildout.com is all about how your marketing should actually win you listings. You can register for the webinar – at 3pm Eastern on August 5th – by clicking here.
by ShadeON via iStock.com

by ShadeON via iStock.com

The marketing of your listings is for the purpose of finding the most potential buyers. The more buyers equates to more offers. More offers, if the listing is priced right, can generate a quasi-auction environment. So not only do you find a buyer, but the best buyer – and, get the most out of that buyer.

But you can also use your marketing to win listings.

I shared with you last month how I would use Buildout.com to produce brilliant and beautiful proposals quickly. I was asking one of my Massimo Group coaching clients last week how long it takes him to prepare a proposal. For a good one, it takes him 7-10 days. That’s just too slow.

Moving faster than your competition is a great way to win business.

Another tactic Buildout allows you to do to win business with your marketing is creating websites at the click of a button.

I remember doing this a few years back. I was preparing for a listing presentation. So I created the listing website as if the property were being marketed. With Buildout, this took one click of the button. I then uploaded my proposal to the site.

I went to the meeting with nothing in my hands. I logged on to the prospects computer and brought up the website for his property. He was impressed. I then showed him how to download his proposal. He was really impressed.

I then showed him how I just need to perform a few more mouse-clicks and the world would know his property is for sale. He thanked me for the demonstration and said he would make his decision the following week.

When I got back to my office, I logged in and took his website down. He called me that evening asking where the site had gone. He wanted to show his wife. I shared that the site will go live when he signs the listing agreement.

I won the listing before my competition was even able to put their proposal together. That is what Buildout gives you the tools to do.

FREE Webinar: How Your Marketing Can Win You Listings

When: Wednesday, August 5th at 3:00 pm Eastern

Capacity: 100 (we filled up last month)

Register: Click Here

Why You Should Register:

  • Regardless of whether you sign up to use Buildout or not, you are going to hear some great ideas that you can do own your own.
  • The webinar is free!
  • I have negotiated an offer with Buildout that you can’t get anywhere else.
  • And if you just like seeing cutting edge technology, then this webinar is for you.

Who the Webinar is for:

  • Brokerage Owners – if you have as few as 2 brokers in your firm, Buildout is a no-brainer.
  • Marketing Directors – if you are responsible for preparing the proposals and packages for your firm, you are going to love Buildout – and you can thank me later.
  • Brokerage Teams – if you are on a team of brokers, Buildout will make you more efficient and keep you in front of your prospects and clients.

Who the Webinar is NOT for:

  • Tenant Reps: Buildout doesn’t quite have what you need. But stay tuned…it will!
  • One-man shows: There will likely be a product for the one-person shop in the future, but not yet.

Get Me My Seat for the Webinar!

5 Reasons Why There Is No Magic Prospecting Script

I’ve recently had a number of my New to the Business (N2B) coaching clients ask me for prospecting scripts. They are new clients, and they are new to commercial real estate (CRE). Had they been with me for a while, they would have known not to ask. I want to share with you why in this post.

But first, a story…

Image of young upset female in quarrel with her husband

Image from shironosov via iStockPhoto.com

I’m in my 15th year of marriage. I love my wife more today than I ever have. She is incredible, and I count myself one of the most blessed men on the planet.

But…we still deal with conflict. She is not married to a perfect man. And despite her awesomeness, she isn’t perfect either.

Recently, we were dealing with some conflict in our marriage that had gone on for a number of days. My wife was frustrated with me. I was frustrated with the situation. Life in the Barron household was not smooth or enjoyable…at all.

I was talking with one of my mentors sharing with him the situation. I explained that I was wracking my brain trying to construct the perfect sequence of words that would miraculously bring my wife around to my way of agreement. There must be some perfect way for me to communicate my position which would render her helpless to disagree. Right?

He laughed. He is a serious man. I can’t remember the last time he laughed. I didn’t find any of this funny at all.

But explaining this story to you, it is funny. It is funny that I had believed a fallacy – a lie. The truth is…you can’t say X in such a perfect way that guarantees Y. None of us are a real life Heisenberg (if you get that reference, then you and I would be great friends).

The same is true in CRE prospecting. There are no magic scripts. There is no perfect sequence of words that you can say in a particular tone that will instantly persuade your prospect to meet with you. It just doesn’t happen.

So in case you don’t want to take my word for it, here are the 5 reasons why using a prospecting script won’t work for you.

The 5 Reasons A Prospecting Script Won’t Work For You

1. Your Prospects Are Different – They have different pain points. They have different needs. They have different motivations. No two of them are the same. That is why CRE is such a constant challenge. No two deals, prospects, or clients are the same.

2. You Don’t Commit Intellectual Suicide – Prospecting is about getting inside your prospects’ heads and understanding what problems and opportunities they have. That means you have to think. You have to react. You have to be proactive. You do not commit intellectual suicide to prospect.

3. Specialties In CRE Are Different – Line up 5 brokers in a row, each with a different specialty. There is no script on the planet that will work for all of them any conceivable amount of time. Different property types attract different types of people with different needs.

4. Asking Questions Is The Most Critical Skill – And how do you know what problems and opportunities exist for a prospect? You learn to ask great questions. My brother-in-law is a natural at this. It is a learned skill for me. Regardless, you need to get good at. Your competition is going to talk about themselves and their companies. You need to ask great questions and allow your prospects to tell you how to win their business.

5. System over Script – In prospecting, it is your system that is important, not the script. How do you warm-up a prospect? What are your ratios – your numbers? A system will produce predictable results over a long enough period of time. The system is what you tweak and improve.

Now don’t get me wrong. Having a plan for your prospecting calls is huge. You need to prepare. You need to understand the purpose of the prospecting call. You need to understand how to turn a call into a meeting. You need to understand the anatomy of a prospecting call. You need to utilize prospecting best practices.

You need to research and do your homework.

Being a market expert and implementing prospecting best practices gives you the ability to understand the need of the moment for your prospects and customize your solution, on the fly, so you can get a meeting.

To understand how to better do these things, I have two resources for you. The first is a prospecting infographic cheat sheet. It shows you what you need to be doing to drive the business you want. You can download it by clicking the button below.

Send me the prospecting infographic cheat sheet

The second is my brand new ebook – The Beginner’s Guide to Prospecting: The Proven Step-By-Step Process to Maximizing Your Income by Pursuing the Business You Want. You can download it for free by clicking the button below.

Send Me The Free Prospecting Ebook

So Question: What do you think? Do you agree that scripts are not the best way to generate business? What other reasons can you come up with? You can leave a comment by clicking here.

The Beginner’s Guide To Prospecting

The Step-By-Step Process for Maximizing Your Income by Pursuing the Business You Want

Have you ever wondered how the best of the best do it? Do you wonder how you can ascend to the ranks of the top-producers? Have you ever be frustrated with your own production or wondered where the next deal will come from?

I know how you feel.

When I began in the Commercial Real Estate industry, I had some inherited advantages. I was 3rd generation in a small town. My father, uncle, and grandfather had built for us a great name. I was walking into a no-lose situation.

However, if I weren’t a gene-pool lottery winner, I think I might have failed.


I didn’t implement a prospecting system to go after the business I wanted. I did not fill my pipeline with opportunities. I produced no deal flow.

It was years later, after hiring a coach through The Massimo Group, that my eyes were opened to how to go after the business you want.

Here’s the truth. The top-producers in CRE prospect continuously. They do it systematically. They track and know their numbers cold.

You can do the same. You should do the same. Unless you enjoy mediocrity, you must do the same.

So I’ve written my first ebook: The Beginner’s Guide to Prospecting – The Step-By-Step Process for Maximizing Your Income by Pursuing the Business You Want.




In this step-by-step, in-depth guide to prospecting, you’ll find:

  • How to choose your specialty (and why you should specialize in the first place)
  • How to build your database (there are only 3 ways)
  • How to write a prospecting letter that warms up a prospecting call (it’s too quick and easy not to do)
  • How to use the true purpose of a prospecting call to generate more meetings
  • How to make the meeting about your prospecting (and not you!)
  • How to give a winning presentation (and differentiate yourself from your competition)
  • And much more…

prospecting ebook screenshot

You can’t buy The Beginner’s Guide To Prospecting anywhere. The only way you can get it is to subscribe to my FREE email newsletter. That means you will get an email every time I publish a new post or offer (about once a week.)

That way, you don’t have to visit my blog to stay up to date on fresh content. And you can unsubscribe at any time.

All you need to do is click the button below. Once you do that and confirm your email, I will email you the link to download this free resource.

Send Me The Free Ebook!

You really have 3 choices at this point:

  1. Keep the status quo
  2. Figure it out on your own…the slow way
  3. Let me share with you, for FREE…the fast way.

It’s up to you!

The 7 Proven Steps to Finding and Winning More Business

Do you remember the scene in Good Will Hunting where Robin Williams and Matt Damon are discussing the painting? Williams has this great line. “You know the real b**** of it? It’s paint by numbas [hear Boston accent].”

I’ve got some great cheat sheets for you. The first one is on prospecting, and you can get it at the bottom of this post. Can’t wait? Click here.

There is a real wisdom in the idea of paint by numbers.

What you need to know about finding and winning the business you want.

What you need to know about finding and winning the business you want.

In bootcamp, they taught us everything “by the numbers.” I’m not exaggerating. They taught us how to get dressed like a Marine – by the numbers. They taught us how to eat like a Marine – by the numbers.

The Marine Corps is fanatical about systemizing everything based on best-practices. They debrief after every exercise. What went well? What didn’t go well? What could be improved? The result of this disciplined approach to learning from everything is they have a specific way of doing everything. And it works.

What Independence Day Means To Me

And for the purpose of this Declaration, with a firm reliance on the protection of divine Providence, we mutually pledge to each other our Lives, our Fortunes and our sacred Honor.

~ last sentence of the Declaration of Independence, July 4, 1776

For most of us in America, the 4th of July is a holiday that consists of joining with family and friends. We grill out, watch fireworks, and enjoy each others company.

Independence day. flag usa

But it started so much differently. 56 men signed the Declaration of Independence. They pledged to each other their lives, fortunes, and sacred honor. They knew it was likely a death-warrant they were signing.

They displayed courage. They displayed honor. They displayed the willingness to sacrifice for the sake of what was right. It would affect their futures. It would affect their fortunes. It would affect their families.

The One Marketing Tool You Need to Drive Your CRE Business – Free Webinar

I remember the first time I saw a real property package. You know the ones I’m talking about. They are beautiful. Maps. Demographics. Graphs. Comps. All branded beautifully and consistently. I was blown away.

I had been in the business for about a year before I saw one. Our firm was small town CRE. Not only did we have relationships, but we had them going back generations. Business walked in our door. We didn’t have to compete or present (not much, at least).

Businessman having stress in the office

But then I got called into my first dog and pony show. I was one of three brokers who would present to win the business. I knew the other brokers would walk in with these beautiful proposals.

I spent days trying to create the package that would stack up. It was futility. I was beyond frustrated.

Free Webinar: The One Tool You Need to Maximize Work Flow Efficiency, Brand Consistency, and Competitive Advantage

Date: July 1, 2015
Time: 3:00 pm - 4:15 pm Eastern
Event: Buildout Webinar July
Topic: Free Webinar: The One Tool You Need to Maximize Work Flow Efficiency, Brand Consistency, and Competitive Advantage
Sponsor: Buildout
Venue: Live Webinar
Public: Public
Registration: Click here to register.

[Video] Ask Bo – A Question from Jeno Berta on Prospecting

This episode of Ask Bo stems from a question sent in by Jeno Berta.  Jeno has a great question regarding prospecting for a New to the Business (N2B) broker.

He asks about what daily prospecting tasks are essential to the N2B broker as well as what one habit is most important to to the success of his business.

Go check Jeno out on Twitter at @jeno630.

I also mention in the video the prospecting series I wrote. Click here to see The 8 Steps to a Killer Prospecting System.

If you would like to ask me a question, look to the right of the screen and click the ‘Send Voicemail’ button.  You can then send me a voicemail straight through your computer. The next episode of Ask Bo could be featuring you!

Have a blessed day!

How to Capture and Keep the Unicorn Called Inbox-Zero

Email is the bane of my existence. It is the constant interrupter. It knocks me off schedule. It distracts. Yet, it is important. It is one of the major forms of communication I use.

This post has a lot of goodies for you. I have created a cheat sheet for you to download and take with you.

Download Your Email Inbox-Zero Cheat Sheet

Let me make a confession. I had 954 emails in my inbox yesterday. It was like my inbox was 954-lbs – just weighing me down.


I received an email from John Lee Dumas this week that has shifted my paradigm regarding email. I am writing this post to myself as I want to solidify this change in thinking. I also want to execute and solve my email problem once and for all.


Have you ever heard of OPA before? I hadn’t until I read JLD’s email. OPA stands for Other People’s Agenda. That is what the email inbox is. A collection of emails.  All of them are seeking to get you on their agenda. That almost makes me mad. So here is my plan to effectively and efficiently deal with my inbox. To be clear, I am defining daily email success as reaching inbox zero every day.