Lead gen and luxury listings: Here's how to get it right the first time w/ Matt Leiva

Welcome to Real Estate Uncensored, the place for actionable ideas to reach people online, build your personal brand, and get more clients. That is Greg McDan, the Junior Grandmaster of Sales in the Co-Pilot Seat. If that is Matt Johnson, agency owner, author of Microfemesis Certified, Greg Wrangler. Each week you're going to hear from some of the best coaches, leaders, brokers, top-producing agents and social media experts, all with one goal. We'll interview the sales and marketing tactics to up your game today. Okay, now let's jump back into the latest episode, Real Estate Uncensored. Hey everybody, welcome back. This is another amazing show up, Real Estate Uncensored. We have a great guest, Mr. Matt. Guys, this is the luxury king, okay, with Killer Williams. This guy crushed his skulls and does not take any apologies, okay? He knows how to make it happen. You guys will want to learn how to do luxury. This is your show. But before we get to Matt, I got my incredible great co-host, Mr. Nixzakus. What's up, brother? How are you? Sure. What's up, buddy? I'm excited because I've already talked to Matt about all the things that I know he's going to talk about in a different group, Real Estate Artificial Intelligence. If you guys aren't in that group, I should suggest you go in there. You'll see another interview with Matt where we dropped hammer about all things artificial intelligence. But Matt is a powerhouse. I'm super excited. This is 25 leads in 25 days. We all need this in our life right now. Every single agent, your pipeline is not full enough. If you think it is, you're wrong. It's never full enough. Matt's going to tell us exactly how to get there and also with a twist of luxury. Because as you can see, he's the only one wearing a nice jacket on this show because he's about to go on a $3.5 million listing appointment. So please get a piece of paper, take some notes, listen to the words that Matt is about to speak. So Matt, with that intro, welcome my friend. How are you? Thank you. Thank you for having me. I'm great. I did a presentation, a luxury mastermind a couple of hours ago here in a local office and talked to about 80 agents about luxury and luxury listings and luxury buyers and luxury market and what does luxury mean? So that was exciting and then excited to chat with you guys. And yeah, I found an off market property for some buyers that have very specific needs and we're just collectively all crossing our fingers that this might be the one. You know, getting those off market leads when you do luxury like you have done the same thing and it's like hitting the goldmine and I would love to kind of understand when it comes to luxury. What are some of the key things that when you're walking into a property that's X amount of dollars in whatever marketplace you're in that constitutes luxury and I'll do, I don't do air quotes as an insult. I just do it as a place holder because all of us have different marketplaces. What's the mindset when you walk in, are you nervous, excited, are you ready to go in there to make friends? I mean, what's your mindset going into that and then what's your preparation to get to that appointment? Look, I don't know about all of that. I don't think the nerves are there. I think that the biggest thing for me has always been generating business and so I feel as though once I have clients that want to work with me or work with our team, then it really we go kind of into game mode. We got to help them accomplish a goal and help them, especially in the luxury space where buyer needs can be very specific. It's easy to think, oh, they have a $5 million budget. It's going to be really easy because they can buy anything. The problem is at that level, there's specifics that they want and there might only be a handful of properties in your market that even have any of those. My clients today, they want woods. They want to walk and hike in the woods and in Northern Virginia where I live right outside of DC, there's not much of that left. Everything's been developed. In Fairfax County, where they want to be, there might be two areas that even have woods anymore. There's significant hundreds of yards or miles of just walking trails and so finding that type of property is a challenge. When we're able to find it off market and structure something where it works for everybody, it's exciting but I don't know if it's nerves but it's more, you're hoping that it's the right property because if it's not, it could extend the whole thing six to 12 months and that's fine if that's what it takes but we're sales people. We want to find the property, get the deal and continue building the business. How do you manage expectations then? When you get clients and you let them know, hey, not only all these things that you requested, there's three properties on market and there's only 12 that I can identify off market that might even be potential. How do you navigate through those waters? Almost like any buyer, you're talking about what their motivation is and it's like a seller that's only motivated by price. That's the tough seller to have because they're not motivated by something extenuating that is driving them to sell. When you have a buyer that is only motivated by the absolute unicorn perfect property, what are you going to tell them? You say, hey, look, there might not be another one of these that show up in the next six months. Those buyers a lot of times go, no problem. We'll wait. As an agent that you're trying to get deals done, it's the worst answer you want to hear because there's nothing else driving them to make this move. Really coming down to their motivation and look, if that's their only motivation for the perfect property, then you keep them not necessarily on the back burner but they're maybe not your super high A client right off the bat because you know that what they're looking for is just going to be a longer process to find. You keep looking but you're also not starting to stress out if after three weeks you haven't found them anything, that's probably expected. So Matt, you and I both work in luxury markets. I would love to get your thought pattern in regards to how do you generate? Okay, let's say somebody wants to jump into the luxury market. Again, air quotes on whatever that means for your marketplace ladies and gentlemen, but they want to jump into it. What are one to three strategies that you've used to get into those luxury marketplaces that may or may not be dominated right now by other agents? So look, I didn't grow up with any sort of luxury backbone at all. I mean, I grew up in a rural town in New Hampshire. My parents' house, I think sold for about $45,000 after they moved out. There was nothing luxury. So when I moved down here and when I started real estate recently, I needed to figure out how to enter that market knowing that that wasn't really my background and my database. So I started with Expiredz. I think that's what you'll hear a lot is an agent that I consider a mentor said once to me. He said, in luxury real estate, there's a couple of things to remember. It's always best to be first born, it's best to be the second husband and it's best to be the third listing agent. That's so true. Because at the third listing agent, they may listen at that point. Every luxury property for the most part is overpriced. And so knowing that once the second and third listing have happened and they haven't sold, now they might be a little bit more realistic as to what the value of the home is. And it's a good opportunity to come in and where they've put their hand up and said, hey, we're interested in selling like any expired, but to be able to offer them maybe something different that they haven't seen yet. And then you've got to be creative to go after it. You can't just come in and say, okay, we're going to list it at this price and put it on the market and hope for the best. And we've used a lot of video in our marketing and it's really helped get especially luxury expired properties to kind of pay attention to us. So that's really the best way. The other thing I would say is there's a misnomer around door knocking luxury neighborhoods that you're just not allowed to do that. Like these people don't want to be bothered by you and knocking on their door while they're doing whatever they're doing. And the reality is the way I see it is that wealthier people that are in luxury markets, they've been successful not by being passive, but by being aggressive in their own career. But wait, wait, back that up, you just said something there that was super powerful. See that again. That nobody that's been successful has done it by being passive. And so my opinion is, look, maybe you get a couple of people that are annoyed that you knock on their door, but there's an equal chance that you get somebody that goes, wow, I like your gumption. I like the fact that you're out here marketing yourself. And most agents aren't going to go knock on those doors. So I think that right now is a good way to do it. And also just an opportunity to get face to face. We're still coming out of COVID, right? Like the longest experience of our lives. It's like it's still going on. But like there's still the feeling of like the world's opening back up again. So just going out and knocking on doors and saying, hey, listen, I just want you to know who I am. That's it. Like if you ever need anything, I'm here. Here's my card. Okay. Is it okay if I follow up with you? If you need contractors, like I'm the guy to go to anything you need, I'm the guy to go to. The value you create right off the bat is way more than somebody that just sent them a postcard. Yeah, dude, there was a gal. I used to be the head trainer at my past brokerage before you XP. And I'll tell you one thing. The craziest story that I ever heard was there was this younger Asian gal and predominantly a Caucasian marketplace. And she was going after this $5 million listing. And like you were saying, man, when it comes to just sending a postcard or going to a call or whatever, whatever else, but going belly to belly face to face and being consistent, persistent, and just being in these people's faces in a positive professional manner. She showed up on this fool's doorstep on Christmas morning going, Hey, my name is so and so I want to list your house and I've talked to you several times. And the guy goes, if you're this persistent, you're the agent that I want to have list my house. And everyone's like, Oh my God, you can't do that to a $5 million home. And she did it. And she was a brand new agent because she just didn't care. She wanted to bring value and she knew her skill set. And so from that question to you, I want to kind of press on a little bit is skill sets. Do you feel when it comes to working luxury, do you have to be absolutely. Perfect on everything you say, or can you mumble and fumble your way through it? Can you be a human being? Kind of give me your mindset and thought pattern on that. Yeah, I mean, you're leading the into the answer, but the answer is simple, right? And none of us are perfect. So there's an interesting study that was done. And I was on a panel at family reading in a few weeks ago, Colorado and Channel reading and it was the largest or one of the largest breakout sessions of the whole event. There was about a thousand people in the room. And we were talking about like, kind of when you fuck up, like what happens. And the guy that was moderating the event said, so there was a study done that if you, if nothing happens during the transaction negative, buyer and client retention kind of stays flat. Okay, so it just stays like it would normal that there was no, no blips along the way. If a mistake is made by a salesperson admin, whatever it is, not acknowledged and not fixed, client retention drops, like which you can imagine, right? You screw up, you don't fix it, you don't acknowledge it. You kind of pretend it didn't happen. Your ability to retain that client is really nullified. If a mistake is made by the same people acknowledged and fixed, client retention goes up by 60%. Really? Wow. So what does that tell you? The screw up is the opportunity to win. The screw up is the opportunity to show, hey, I'm a real person and yup, totally fucked that one up. Sorry, totally my bad. Here's some really lovely cookies and flowers because I know that I kind of like need to eat crow right now. Like, you know what I mean? And I need to, I need to acknowledge the fact that like something happened and it makes you real and it ups the commitment that that person has to you as somebody that they're going to hire to work for them, which is what we did. We work for our clients. So I think that's a big piece of it. None of us are perfect. I speak like an eight year old most of the time that has like that language. So, you know, I, again, I joke that I'm the least luxury guy in the luxury market. Most of the time I'm in jeans and sneakers. That's just who I am. And that I think is key too. If you're somebody that, be who you are, because if you're trying to like operate outside of that, it's just going to come across a stage and not real. And these people see through it. They're, again, they have a $3 million home because they've been successful in what they do in their life and their business. And they're probably going to see through bullshit pretty quickly. So I'd rather have them tell me no, because I'm not their guy, then yes. And then I have to fake it for the rest of the time and inevitably like that's not going to work. Okay, guys and gals, let's take a quick, quick break from our show. Thank you for watching and listening to everything we put out there. Let's talk about exp. Let's talk about how to build legacy wealth. Let's talk about how to put money in your pocket without having to do with the work on daily grind. The grind is what kills all of us and hurts our souls. Let us help you and show you how you can take that out of what you do consistently right now. Go ahead and reach out to me at 9.25, 9.15, 19.78. And just in case you didn't get that, it's 9.25, 9.15, 19.78 and I personally look forward to talking with you. And now back to the show. Well, that's it's complete fucking bullshit at that point, right? Right. Because everybody knows a snake oil salesman when they show up at the front door. Like you, I mean, I took a $5 million listing wearing jeans, a polo, a baseball hat and vans. I walked in, we talked about trucks, race cars and gas stations. And I asked them, so when do you want to get the contract? And it's like, today, my assistant will send it over to you immediately. And it's because you're authentically real. You're not a guy on a poster board somewhere. You're just you. And if you don't like my face, you don't like what I have to say. If you don't like my message, you don't like my marketing. You don't like anything about me, kick me out. I'm out of here. I'm out. I'm gone. And I love how you're so authentic with this stuff. And when it really comes down to doing kind of checks on your business, Darren Hardy, the executive producer of Success Magazine, he's written several books and I'm sure Matt and Nick, you're familiar with Darren. And he would sit down with his wife every Sunday and this goes back to business in a second guys and gals. He would sit down with his wife and they would say, okay, let's critique our last week. How could I be a better partner to you? Both back and forth, right? So what if you had that same conversation with your clients? If you sat down every Monday, Tuesday, Wednesday, Friday, whatever the day is going to work for the client and say, look, we're going to have a critique of how I'm doing, how you're doing as a client and me as an agent. How can I do better? How can you do better without a friend? All of a sudden it's an even playing ground and they're feeling heard. They're getting good intel on this thing. And Matt, give me your opinion. Would you ever do that with somebody? Yeah, I mean, it's a partnership. I mean, look, any seller that's not going to price it appropriately and listen to you, it's not a partnership, they're dictating and it's not going to work, right? So we're not working together now. An agent that is not going to do what they say they're going to do, that's not a partnership anymore, it's not going to work. So I always tell our clients and before their clients, look, this is going to be a partnership or it's just not going to work at all. And we're going to ask you to do things and help us out as well because without both of us working in the same direction, it's going to be a failure. So yeah, I think that open line of communication, I think you can communicate too much, but in this business, I don't really know that you can't. And I remember there's a lender that I used to work with that her assistant was borderline annoying, but it was great because, I mean, she was over the top of her communication. So I would get an email or I'd get a voicemail, I'd get an email and then I'd get a text from her saying, I just left you an email and a voicemail and here's what it says. That's awesome. You know, and I kind of laughed like, oh, here we go again, but I never felt like I didn't have enough information. I was away too much and I had it three times. But for somebody like me, the San entrepreneur, and doesn't, you know, has not really organized, that was really helpful. So you want to take away the objection and the, oh, they suck at this. You want to take that away. You know, whether you sell the house or not, you want to come out looking like you did everything you can, you know, to get it done. Yeah. You know, I was doing, I was doing over 700,000 cold calls and changed growing at this point in my career. And I got this listing appointment for about $3 million. The biggest listing I ever had at that point from cold calls. And I went into it and I was scared to death walking into this thing. And I shifted my mindset, kind of what you were talking about. And I said, you know what, this is my listing. I'm going to take it. It's already mine. You know, I'm here to, you know, kick button, take names. And that's it. I found out later that the Mr. owner had advised three sitting US presidents on economics. And his wife was some huge muck muck in the HR world. And I didn't know it, but I sat there and I was comfortable with my skin and I went in there. Was I scared to go into that listing appointment by myself without my team? That's not even the start of it. I was terrified, absolutely freaking terrified. But I owned my space, I owned my circle and I just went in and did it. When you went in for your first listing appointment on a luxury listing, what were your emotions and how was the outcome? Doesn't matter if you win, lost or anything else. But what was your mindset and your emotions and how'd you overcome them? You know, the first one, the way I got it, I had buyers looking in a certain neighborhood that I wanted to work in. And I ended up knocking on the door of a house that I was kind of through the grapevine. It heard, might be thinking about selling. And I just, they weren't there, but I took my card and I wrote, please call me on the back and I put it in their door. And like shockingly, they called me. But I don't know, I'm a former athlete. Like adrenaline kind of takes over and I don't know if it's nerves or it's just, I got like 10 minutes to make these people, you know, either in my camp, put them in my camp or not. And so I don't know, like the nerves didn't really ever kick in for me all that much. You know, and I got asked that this morning. The irony for me is I get the nerves like the day before, two days before, three days before. Me too. I do the same thing. And I'm a little bit, it's funny. I'm more nervy before I get the listing appointment. So I'm pretty confident going into the appointment that if they're meeting with me, they're signing with me. And, you know, I'm kind of like seven or eight out of 10 on listing appointments. So I know that the biggest question is, are they going to pick me or the other guy to meet with and they haven't met me yet? So that's to me where it's out of my control. Once I meet with them, I feel way more in control of the situation. And so I think that's why the nerves don't really kick into that goal. That's, that's me. Dude, I was an actor in high school and I would get so freaked out about doing a play. But it would be like a week ahead of time, like you're the same. And then the day up, I was cool with a cucumber. I was ready to rock and roll. I was solid. My mindset was there because I'd already walked through the nerves. Right. I know we're in a timeline here and I don't want to take too much every time because you have a three plus million dollar home to go list in a couple of minutes. So we got to get Matt, we got to get Matt back on. Oh, yeah. We're doing a long form session with them 100%. Yeah. Nick, I mean Nick, Matt, and then go back to Nick. Matt, give me your top three lead generation sources for luxury listings that you're using currently or have used in the past that you would recommend. Guys and gals, he's not going to make a commission on fees. This is just him talking. Let's hear what a master has to say. So the one thing to know about the luxury market is this is they're not going to use you because you're their friends with you. They're not going to trust their law and their legal issues and their financial investments to their friends. If you're friends with them and good, great, you're in. But they're going to use a professional. So I would say there's a couple of things that are big. And I think actually the top two are farming and, well, farming and door knocking, but door knocking is part of farming. The reason I believe farming is that they're going to use somebody that the guy down the street used and it went well. They're going to use somebody that their friend used that is of equal or similar home value, home type, right? That's how that network operates. So if you can go into a neighborhood and farm it in a way that you differentiate yourself from the agent that lives there maybe or that has sold the last couple homes and you can network within that neighborhood for them to recommend you, you have way better chance of getting those listings than if you just go in cold. Cold calling, you can do it. I know Greg, you're a big fan of it. I personally hate it. So it's just not, it's not in my wheelhouse, right? That's where I suck, right? I'll get in front of you and it will work all day long on the phone. It's just not my thing. But the other piece then is expires because I think that's where you can target areas you want to work in, get that first listing and then knock it out of the park and use video and use your marketing to kind of brand yourself and then you start meeting the neighbors. And if that comes into play where you know a couple of people that live in the neighborhood, there was an expired there, you get the expired and then you ask those neighbors that help you or the neighbors to help you that you know, that's I think where you can really make some impact. So if I was starting out, that's how I started out, that's what I would get. Damn. Nick, I got to tell you. I'm sorry, I'm not going to offend you, Nick, but we have to have Matt back on the much bigger show because we haven't even touched the surface here and I have so much stuff I want to jump in on, but I know we're on time crunch. So Nick, take us home, my friend. The consistent theme of the show, what I kept hearing over and over and over again, is effort, right? In the luxury space and Matt put it perfectly in my experience as well, so I was a, I say hoity, toity. I worked for Sotheby's in kind of my midterm real estate and that was my first introduction to real luxury, say riff-raff, right? Because there's a lot of, there's, anyway, we can get into that on another show, but there's one thing that's consistent and these people, like Matt said, they got to where they are for a reason, right? There's far less people who hit the lottery at a $5 million house than a small business owner who worked with Budoff for years and years and years and accumulated wealth and will the term of game recognizes game. Yeah. And I think Matt portrays that very well, right? He's the guy, right? So if you want to be in the luxury space, you got to be the guy or the girl that people look at and go, some about him is different. You know, when I go to the listing presentation and ain't about my 47 point plan, it's, we're meeting face to face and you're going to know that I'm your guy and this house is my personal responsibility and I'm going to take you from here to getting the most money possible. Let's do this thing, right? And that's, you can't teach that, right? It's tough to teach that. So it's not for everybody, but I would advise you to follow Matt everything that he does. We'll have him back on the show, but if you can get a chance, I'll give you this tip. If you want to get in the luxury, one of my best suggestions would be to find a mat in your market and mentor. See if you can mentor, right? So can I ask a question really quickly? So Matt, hypothetically of an agent when they listen to this episode and they're like, oh my gosh, this guy's amazing. He's in my marketplace. I want to take him out to coffee. Would you go to coffee with somebody? And here's the predicate, I'm going to preference this. So if someone goes to coffee with you, you agree to it. You're like, okay, you seem like a decently competent human being, right? And you say, these are the five things you need to do in the next X amount of time to get to whatever goal that we're talking about at that original coffee. Now they come back to you and they say, oh, Matt, I was so busy. I had this, that, and another thing in my life, it's taken up all my time. I wasn't able to do anything. Scenario one, keep that in mind. Number two scenario is, Matt, you told me to do five things. I did one, two, three, four, five. These are my results. These are my outcomes. This is my potential next steps. What are your thoughts? Who would you sit down with for a third meeting? I mean, obviously the second guy because or girl, here's the question. You can either have reasons or results. And that's just the simple, I love the, there's agents I talk to all the time and it's the, oh, well, you know, I got kids and I got this and I got, so do I. But like, what do you want? And it just comes down to, are you willing to kick down a door or not? And so, yeah, that's a KW line, right? The reasons are results. And I love it because it speaks to me. It's very easy to go. But I didn't, I didn't, I didn't and it's way more fun to go. Fuck yeah, I got it. Yeah, fuck yeah, it is. And we'll have some, when we have you on the next show, well, I have to remind me to go over, talk about the KW. I saw one of my KW friends sent me the Ed My Light speech that he did at the Family reunion that was just light out. One more, like you're the one who's going to change and then the power of one more, like that whole thing, we can do a whole show just around that. And if you were there in person, I'm jealous because that was one of the best speeches I've ever seen on YouTube, right? Yeah, I know it was good. I heard it was good. I wasn't in the room because I had my piano. I was on, but yeah, and look, I'd love to chat. We Jen, I love Lee Jen, I love developing business and some other things coming down the pike. So love to chat with you guys again. So we're definitely doing this again. I guarantee you that is going to happen. We will talk to you back on the back and on this. Now, Matt, you're new to our show. We do something very fun on every end of our show and we put a color for the bow on the show. So pick a color for the bow on the show. Oh, man. I know we didn't prep you in this. No. I don't know. I like red, so we'll go red. Let's go red. K-dub red. There you go. All right. Nick, what's your color on the bow for the show, my friend? I'm going to go purple for luxury. There you go. Ooh, the king's colors. I like it. You know what? I'm going to go blue because it's my favorite color. And the reason why I like blue is because blue is a trusting color. So that's why Facebook is blue on their logo. So that's why I'm going to change my color while my logo to blue. But Matt, dude, number one, out of the gate, you're going to get that 3 plus million dollar listing already. Yeah. Dude, you're a good looking man. You're going to crush skulls. You got a history. Go out there and kick ass, take names. We appreciate your time with us today. Nick, you are a sexy piece of man meat. Everything's going to make it to do a podcast with you. It's just epic. Ladies and gentlemen, this is Matt. Guys, follow him everywhere. Nick's going to put all the descriptions, all the links in our notes. Go out there, get ahold of him. Get a part of his team. Maybe he's looking to hire. Not sure if you are, but I kind of put that out there. Anyways. You want to see it? There you go. There we go. We're going to do a KW Red. We're going to do a purple and we're going to do a blue bow on this show. Ladies and gentlemen, thank you for watching. Thank you for kicking it with us. Thank you for spending your time that is completely up to you. We're going to spend it. We love you. We cannot do this show without you. Please come back and watch our next episode. Share this episode. If you think somebody could benefit from it, which I mean everybody could benefit from hearing Matt's voice. And then until next time, peace out Ninjas because Matt's and Nick are beautiful humans. You can see him next one. See you. Thanks for listening to today's episode. I hope you take action immediately with the tactics and the takeaways that you've learned. Now, if you'd like to take the relationship to the next level with me, which I strongly encourage that you do, by the way. I want you guys to go ahead and shoot me a text. You know, it's 925 915 1978. A lot of times, if people are feeling stuck or they just need a third party, but listen, a kind of personal idea that I would love to be that boy. You take the McGaino challenge. Well, over 400 people have taken the challenge. And you know what? It's been a positive result. 99.9% of the time. Nah, I'm kidding. It's about 100% of the time. It's been a blast. And I would encourage you guys to reach out to me. I really would love to talk with you. If you feel a little stuck, you guys need a third party to kind of just bounce my ideas off. I'm here for you. Getting that numbers 925 915 1978 in as always. Peace out, ninjas. We got it. We got it. ♪♪