2023 was rough for a lot of people. Agents and teams were selling less homes. Pending transactions hit their lowest number in 2 decades, and most pipelines were drier than ever before. On top of that, the NAR lawsuit verdicts shook things up for the entire industry, so many agents feel like they are getting hit from different directions. 

 

There is good news on the horizon though. If you’ve managed to stick it out through these challenges, and your business is built on the right foundations, 2024 will be a lot better. 

 

There’s still fear around the market and NAR’s legal issues running people out of the business. In real estate, very few people fail because of bad luck. Most fail out because of bad habits and not doing enough of the right things. You might look at the lawsuit as an existential threat to agents, but just like with market downturns, those who are doing the right things, and approaching business with the right attitude will never lose. Ever since being a Realtor was a thing we’ve needed to be able to articulate our value. If we do that people will want to work with us through hell, high water, industry lawsuits and slow markets.

 

What does the NAR lawsuit tell us about our industry and where we’re headed? How do we perfect our marketing? 

 

Agent, social media coach, speaker, trainer and host of the popular Massive Agent Podcast, Dustin Brohm shares his predictions for 2024, and why he’s optimistic. 

Quotes 

 

I do know people that are successful that don’t work their sphere but they are such outliers I don't want to teach other people to do that. -Kevin Kauffman  

 

Very few people fail out of this industry because of bad luck. Most fail out because of bad habits. -Kevin Kauffman  

 

97% of agents surveyed think NAR is completely worthless, and they’d cut them off in a heartbeat if they could. -Dustin Brohm

 

With social media, you don’t want to do too much of any one thing. -Dustin Brohm

 

Ever since being a Realtor was a thing you needed to be able to articulate why they should hire you. -Dustin Brohm 

 

Some agents need to do a much better job of selling the buyer/broker agreement, and how it is good for both parties. -Dustin Brohm

 

Key Points  

 

Why agents fail 

There are a lot of agents failing out of real estate not because of bad luck, but rather because of bad habits. There are people who say they tried everything but didn’t really and that’s why they’ve left the industry. There are some agents who are doing all the necessary activities, and following through on everything coaches tell them to do. They fail because they don’t have the confidence, or feel like they deserve success. It’s hard to do the work if you’re not showing up as the person who believes in it, so you have to grow into that person. 

 

Setting new agents up for success 

Teaching agents the buyer’s consultation before they start contacting buyers solves a lot of problems. If someone is afraid to get to the consultation, it might affect how they are on the phone - it might make them afraid of getting a positive result. By getting them to know and get comfortable with the outcome, it increases their chances of success. 

 

The ultimate one-two punch 

One challenge agents have is they are either content marketing focused or cold calling focused. If you combine both activities, one practice benefits the other. Content will make calling easier because they’ve seen you before, and your content marketing is a lot better when you have a database of people you can call directly. 

 

How Dustin would grow his podcast if he was starting over 

There’s a lot of value from recording a video podcast and taking clips from it. Clips will get more exposure and reach for your show, and help you pull in an audience. If you think about it, a 20-second clip can get you 40,000 views, and that’s a lot more than a full episode can get. 

 

Just take action

When it comes to podcasting or content creation, never let the lack of fancy equipment stop you from taking action. Once you have the basics of being clearly seen and heard squared away, what you’re talking about is the most important thing. It’s more crucial to have something worth listening to than having all the tech, but nothing of substance to say. You don’t have to be in a professional studio with foam on the walls to make a good show. 

 

The NAR lawsuits might work in our favor 

The NAR situation is actually a good thing for both agents and consumers. It will create more transparency and weed out the mediocre agents. Ever since being a Realtor was a thing, we needed to be able to articulate why they should hire us. The truth about the best agents is they are already doing the right thing when it comes to the buyer-broker agreement. They have the conversation upfront, know how to talk about the value they bring, and deliver an exceptional service. The agents who are nervous about these rulings, might be having an issue articulating and delivering their value. 

 

NAR’s biggest problem 

A huge portion of the agent population thinks NAR is completely worthless and they’d cut them off in a heartbeat if they could. NAR does have a lot of value, but they don’t articulate it. NAR is a powerful lobby for homeownership, tax advantages, property rights and more. They lobby better than any trade organization in the country. It’s also important for our profession. The problem is they’ve never done a good job of telling the industry what they bring to the table, and people want to get rid of them because they don’t know what they do. 

 

Guest Info

 

Dustin Brohm is an agent, social media coach, speaker, trainer and host of the popular Massive Agent Podcast for Realtors and Mortgage Loan Officers. He is also the founder of the Massive Agent Society, a comprehensive Facebook Ad lead gen training and coaching program, and the Industry Syndicate real estate podcast network.

 

The Massive Agent Podcast is meant to help teach real estate agents and mortgage loan officers to get more leads and ultimately sell more homes. Dustin has spoken in front of 1000's of Realtors and mortgage professionals at real estate conferences all around the country. He co-founded the Snappack Real Estate Marketing FB Group. His content has been featured in Housing Wire, Inman News, RIS Media, Zillow's Blog, Homelight, FitSmallBusiness, and many more.

 

Dustin calls it like he sees it, gets straight to the point, and has been known to step on some toes from time to time. His no nonsense approach, combined with his social media & marketing experience, is why his Massive Agent Podcast is one of the fastest growing podcasts in the industry. 

 

Follow Dustin on Instagram, and listen to The Massive Agent Podcast on your platform of choice. 

 

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