How to Win Every Listing Before You Even Step Inside, Ep. (920) - F.I.R.E.D UP with Krista Mashore

Podcast Summary: How to Win Every Listing Before You Even Step Inside (Ep. 920)
F.I.R.E.D UP with Krista Mashore
Release Date: February 1, 2025

Introduction

In Episode 920 of F.I.R.E.D UP with Krista Mashore, titled "How to Win Every Listing Before You Even Step Inside," Krista Mashore delves deep into her proven strategies for securing listing appointments in the highly competitive real estate market. Drawing from her extensive 19-year career as a top 1% real estate agent and her expertise as a real estate coach, Krista shares actionable insights and innovative techniques that empower agents to dominate their local markets.

Krista Mashore's Credibility and Background

Krista begins by establishing her authority in the real estate industry. With nearly two decades of experience, she has consistently ranked among the top-performing agents nationwide. Her transition from a high-achieving agent to a coach underscores her commitment to elevating the profession through digital marketing and social media strategies.

Krista Mashore [00:45]: "If you don't believe me, people always ask me, Krista, if you were so great at selling, why would you... Why are you coaching?"

She further solidifies her credibility by highlighting her impressive track record, including selling 154 homes in a single year and being recognized in the Wall Street Journal's top real trends.

The Concept: Winning Before You Arrive

Central to Krista's approach is the philosophy of "winning before you arrive." This strategy focuses on establishing a strong first impression and building trust with potential clients even before the initial meeting.

Krista Mashore [00:15]: "How to win every single listing appointment before you even walk through the front door. I call it winning before you arrive."

By proactively providing value-packed materials upfront, Krista ensures that clients perceive her as the clear choice over competing agents.

Contents of the Listing Kit

Krista meticulously curates a comprehensive listing kit designed to impress and inform potential clients. Each component serves a specific purpose in showcasing her unique value proposition.

1. Customized Books

Krista includes personalized books tailored to the client's specific neighborhood or region. These are not generic publications but are authored based on her 20+ years of real estate experience and crafted with the assistance of a New York Times bestselling editor.

Krista Mashore [12:30]: "Less than 0.15% of the population has written a book. And as soon as you have a book on a specific subject matter, it showcases that you're the authority."

These books cover essential topics such as digital marketing, social media strategies, and negotiation techniques, providing clients with insightful questions to evaluate their agent's expertise.

2. Marketing Plans

Each kit contains a detailed marketing plan that has evolved over years to incorporate cutting-edge strategies. These plans highlight Krista's proficiency in areas most agents overlook, such as geo-targeting, Facebook ads, and retargeting campaigns.

Krista Mashore [18:45]: "I'm talking about things that most agents don't even know how to do. That is what makes this so, so powerful."

3. Marketing Videos

A standout feature is the inclusion of a 13-minute marketing video sent ahead of the listing appointment. This video outlines Krista's comprehensive marketing approach, emphasizing her ability to leverage social media and digital platforms to maximize property exposure.

Krista Mashore [25:10]: "This video talks all about everything that traditional agents are not talking about."

The video serves as an assumptive close, subtly positioning Krista as the client's preferred agent before the meeting even takes place.

4. Comparative Market Analysis (CMA)

While Krista advises against sending CMAs before the appointment, she includes them in the listing kit upon request. Each CMA is personalized with a QR code linking to a video tailored to the client's specific property, enhancing understanding and engagement.

5. Spring Guides and Checklists

To further assist clients, Krista provides seasonal guides and comprehensive checklists covering various aspects of selling a home, from packing tips to organizing garage sales.

6. Testimonials

Krista strategically includes testimonials that address common client objections and concerns. By presenting relevant success stories, she reassures potential clients of her reliability and effectiveness.

Krista Mashore [35:20]: "They were afraid you might be too busy for them, so I had testimonials from people that said Kristen was always responsive, showed up on time, over communicated."

Differentiation Through Digital Marketing

A significant portion of Krista's strategy revolves around advanced digital marketing techniques. She emphasizes the importance of standing out in a saturated market through innovative online strategies.

Geo-Targeting and Social Media

Krista leverages geo-targeting to reach both local and out-of-area buyers, ensuring maximum visibility for listings. Her use of platforms like Facebook, Instagram, and LinkedIn allows for precise audience targeting and engagement.

Krista Mashore [40:00]: "We're not talking about things like open houses. We're talking about things that other agents aren't even speaking about before I even get there."

Engagement Metrics

By showcasing impressive engagement metrics—such as hundreds of hours of video watch time and thousands of social media interactions—Krista demonstrates the effectiveness of her marketing efforts.

Krista Mashore [42:15]: "I show them how we get, you know, 555 hours, 327 hours, 197,000 engagements on every single video that we produce."

These metrics not only highlight her marketing prowess but also reassure clients of the extensive reach their property will receive.

Success Rates and Real-World Examples

Krista's methodology boasts an exceptional success rate, with her claiming to lose listings less than 2% of the time. She attributes this success to her comprehensive pre-appointment preparations and the high-quality materials she provides.

Krista Mashore [50:30]: "I rarely lose... less than probably 2% of the time I would lose a listing appointment."

She shares anecdotes of outperforming competitors by arriving fully prepared and offering unmatched value, reinforcing her position as a market leader.

Pro Tips for Real Estate Agents

Krista offers several actionable tips for agents seeking to emulate her success:

Personalization is Key: Tailor all materials to the client's specific location and needs.
Leverage Technology: Utilize QR codes and personalized videos to enhance client engagement.
Showcase Credentials: Clearly present your qualifications and unique selling propositions.
Use Testimonials Strategically: Address potential objections with relevant client success stories.
Invest in Quality Materials: High-quality, professionally designed materials convey professionalism and commitment.

Conclusion

Krista Mashore's "How to Win Every Listing Before You Even Step Inside" episode serves as a masterclass in pre-appointment preparation and client engagement. By meticulously crafting personalized materials and leveraging advanced digital marketing strategies, Krista ensures that she stands out in a crowded market, consistently securing listing appointments with ease. Her insights provide a valuable blueprint for real estate agents aspiring to elevate their business and achieve unparalleled success.

Krista Mashore [58:00]: "This is how you are going to win before you arrive."

For agents looking to delve deeper into these strategies, Krista hints at future episodes that will explore the intricacies of running an effective listing presentation.

Note: This summary captures the essence and key points of Episode 920, providing a comprehensive overview for those who haven't listened to the full episode.

Transcript

A (0:00)

How to win every single listing appointment before you even walk through the front door. I call it winning before you arrive. Okay, so first of all, you notice I have these boxes here, and I'm going to show you what's inside of these boxes. And these boxes absolutely position me for the win when I before I go on a listing appointment. Now, a little bit about me. I have been a real estate coach. I teach digital marketing strategies, social media and video strategies to agents across the country. I was a practicing real estate agent for 19 consecutive years in the top 1% of real estate agents nationwide. If you don't believe me, people always ask me, krista, if you were so great at, you know, selling, why would you. Why are you coaching? The year I left real estate to coach, I had sold 154 homes that year as a solo agent. This is showing that I made the top 100 real trends in the Wall Street Journal the year 11. Okay. All right, so this is exactly what you're going to do. Okay, so somebody calls you to go on a listing appointment, and immediately, immediately you are going to stop everything. As soon as you can, you're going to drop off something in advance. Now, here's why this is so important is because if they're interviewing other agents, you're going to make sure that you get in the front door. It's also going to be something that you're going to tell them to gauge everybody else that they meet on when they meet, meet their agents. Okay, so let's talk a little bit about what's in the box. First of all, this one says, what is your home worth? All right, this one says, find out why my home didn't sell. This one I would use. If for an expired listing you drop off this box, what's in it is pretty much the same. And this one is your. The path to your new home starts here. And this is either for a buyer or it could be for a seller before the listing appointment. If they're buying and selling, and this is what is the cost of your east county home? You would want to put something specific to their city here. Right? You can even get more technical and you can put their actual neighborhood. How to sell your deer range home. How to sell your shadow lakes home. Notice there's a QR code here. And this QR code is either going to direct them to a course, a course on how to sell your house or course for a buyer, how to buy a house or a seller seminar. Or a buyer seminar. So it just kind of depends upon what Appointment I'm doing. So now let's kind of talk about what's inside of here and why each thing is so important. Another thing to notice and I'll put a three minute copy of a marketing video that I send beforehand. I send a marketing video to the sellers before I get there and here's what I say. Mr. Seller, super excited to meet with you. Hey, can you do me a favor? I really want to make sure that we are prepared for our appointment. So please can do you mind just spending 13 minutes watching this marketing video before I get there and like okay. I'm like promise, promise you'll do it right? For sure. Okay. Because it's really important that you watch this video because this video is going to show you all the marketing that I do. How I position your home and get your home in front of thousands of people, how I get hundreds of hours of watch time on your video, how I'm able to market your video both locally, your home both locally and out of the area to attract buyers. How we can geo target and do do geographic targeting. It's really going to show you everything that we're going to do and the reason why you're going to hire me as your agent. Now notice I said why you're going to hire me as your agent. It's an assumptive close. Okay, so I drop this box off and I hand it to them and I'm like hey, this was something for you. Please do me a favor, look at all the information, make sure you watch the video and this is going to get you ready for our appointment together. It's also going to be something that I want you to gauge anybody else that you're interviewing gauge whether or not you know if they did something like this and it's going to really, really help you. Okay? So the first thing that is in this box is a book. Okay? Now this is not some cheesy Ghost written chat GPT book. This is a book that has used my 20 plus years in real estate experience along with a New York Times bestselling editor and she helped me write this. This book talks about all the things that are very, very different than what a traditional or normal agent does. So we talk about how we utilize social media, how digital marketing and video are such an important aspect of it, how I've got a, you know, degree, a master's degree and also how I've got, you know, done so many digital marketing courses. It has all my designations in here. It also in each chapter tells them questions that they should ask their real estate agent. Now one of the questions I tell them to ask is, has your agent written a book on selling? Now you'll notice it says the savvy seller what to expect when selling your east county home. Now if they live in east county, they get the book that says east county. If they live in deer ridge or shadow lakes, which is a specific neighborhood that we do a lot of business in, I give them the deer Ridge shadow lakes book. If they do not live in east county, they just get a book that says what to expect when selling your home. Now why do I have the title of the books on here? So the first thing that's in this box is a copy of a book. Okay. Now you'll notice that the book titles are different. This one says a savvy seller what to expect when selling your dear read your shadow lakes home. The continents in the book are the same, but the title is different because I want whatever, I want the title to speak directly to the seller. Research shows that the more your content speaks directly to somebody and applies to them is more relevant, is more close in proximity, is more recent and it actually says, hey, this is a for me specifically because they live in that neighborhood. We also have ones that says savvy seller what to expect when selling your east county homes. If they live in east county but not in your shadow lakes, I'll give them this one. And if they don't look at either, it just says the savvy seller what to expect in selling your home. Okay. Also, I've got a book for buyers, the buyer's blueprint. Again, a step by step process to buying your east county home. Now this is not just a book that was written by ChatGPT. This is a book that was written by me. With my 24 years of experience in real estate, I'm being in the top 1% of realtors nationwide. And it was written by a times best selling editor to help me write the book in a way to persuade all of these materials. You know, you can just get a marketing plan anywhere. You can get a book anywhere. Nowadays you can become a ghostwriter of a book that says everything that everyone else says. The contents that are in this book are written to position me as the expert, to showcase my unique selling proposition and to show how different I am from my competitors. I'm talking about geotargeting, how we utilize Facebook and social media to get, you know, hundreds and hundreds of hours on their video that we're going to use to promote. They're listing how we get thousands and thousands of engagements. And so again, I use that to show them what makes me different. In this book, right, there is multiple chapters. This book shows all of my credentials that I have. It gives an example of, you know, the stats and actually shows them examples of how we're able to get hundreds of hours of watch time, thousands of engagements, you know, hundreds of thousands of views on their property. And after each chapter, for example, there's a. There's a chapter on negotiations. And I show that I've got a master certified negotiation expert designation. I've got a certified negotiation expert training. And then I tell them what a good negotiator is. And then I give them questions about what they should ask their agent. Do you have any certifications on negotiations? What negotiation, you know, training have you had? And each chapter, again, the marketing chapter says, ask your agent these questions. Ask your agent. Have they written a book on selling? If the answer is no, I'm positioning myself as better. So this book, just this alone, is probably one of my very best converters in real estate because less than 0.15% of the population has written a book. And as soon as you have a book on a specific subject matter, it showcases that you're the authority, that they can trust you, you have the experience, and that's the reality of it. Right? Think about what you think about when somebody's an author. So that's the first thing that's in there. Also, you'll notice that I have a marketing plan in here. And it's. It very much has evolved over time. So this is an example of the marketing plan that I would use. I used like seven or eight years ago, right. And we've got some really cool things in there. It's showcasing our unique abilities. And as we have. As our branding has changed, so has what. So as the actual marketing plan itself, it has changed as well. So let me just get you an example of that. So you can see the marketing plan has definitely evolved over time. This is more on point, more to brand. In fact, this one right here is when I used like, gosh, it's been about 15, maybe 20 years ago. You can kind of see my daughters are much younger here. I've got a picture of my old dog. She's been passed away. So this is definitely about 15 years old. But it again, it's something that I would drop off prior to a listing appointment. And I want to showcase how different I am. Right about testimonials in here on every single side. This is talking about our marketing that we do here. The selling process from A to Z. Again, more testimonials. These are live real testimonials that we have again here and here. This person unfortunately has passed away. So this again, all of the credentials that I have, I'm really trying to showcase myself as different, unique. So you want to make sure that if you have any credentials or designations it goes in in your marketing plan, in your about me plan. But I want you to see how much this is evolved over time and again. Remember, anybody can write a marketing plan you want to build. Make a marketing plan that's built to persuade and showc case your uniqueness and how you are very different. Okay, so let me just give you an example of some of the things that it says on on marketing, right? Client care, communication, high quality marketing materials, tapping into the power of the Internet. I want to give you an example of what I mean by when I say that I'm trying to give them something that shows differentiation. Here are the questions. Here are some of the bullet points. Pre marketing information to potential buyers Currently searching with coming soon campaign virtual property Tour added to YouTube channel with description crafted to enhance search engine optimization Target market paid advertisements on social media featuring the the property tour which generates over 50,000 plus views, comments, likes and shares. Creating cookies on the back end of the marketing to capture the target audience. Online syndication that includes realtor.com Zillow, Trulia, Facebook, YouTube, Twitter, Craigslist hummed by Krista, Hotpad back pages, Zulu, blah blah blah. You know, weekly Facebook ad campaigns targeting local and out of area buyers. I'm talking about things that most agents don't even know how to do. That is what makes this so, so powerful. Also this is an example of the listing presentation on that I give to them. Okay, in a format like this I'll do a complete listing presentation video that you can watch next. Okay, but this right here again I'm using data to back everything that I'm saying on this super important and they're getting a copy of this. My goal, remember is to is to give them as much information before I get there so that I'm winning before I arrive and showcasing how different and unique that I am now. Also I send a 13 minute marketing presentation video. This marketing video talks all about everything. That is my unique value proposition. How we utilize social media, how we target people, how we retarget people, how we can look at buyers that searched five months ago and show them homes like theirs to buyers that were searching for that type of home three Months ago, four months ago. Because the research shows that buyers typically start their home search three to six months prior, we show we can target buyers both locally and out of the area. This video talks about everything that traditional agents are not talking about. We're not talking about doing brokers tour, which you and I both know that a broker store is done to make the seller think that you're doing their job. But typically before broker store, you're calling up your agent friends and saying, please come over to the house and leave your card so I can make the seller think that we actually had a good show out. Right. That's what happens with broker store. And I tell people that I want to listen how ineffective broker stores are. And then also we're not talking about things like open houses. We're talking about things that other agents aren't even speaking about before I even get there. And I say in the actual marketing video, if somebody is telling you that they're marketing your home and they are showing that they're you, that they're using social media, make them show you the stats. And I show them how we get, you know, 555 hours, 327 hours, you know, 197,000 engagements on every single video that we produce. I show them all of that data in that marketing video. My competitors can't even come close to being able to compete with that. Okay, what else is in the book? I've got a spring guide, right? A spring buyer's guide. You notice right now it's 2025, so this is all going to be updated. Your carefree move starts here with all the different things that they need to think about when they are selling their home. From pets to, you know, having a garage sale, packing tips, checklist, you name it, it's all there. And again, I'm just trying to give them as much information as possible to win before I walk through the front door. Now this is what the, what I stick the comparative market analysis in. Do not send a comparative market analysis before you get there. You always want to go over the market analysis beforehand. Okay. However, if somebody requests a market analysis and then you're just dropping off a market analysis, obviously you're going to have to do that. But make sure that you have a QR code on it that drives them to a video of you. Absolutely. Explaining what the CMA is. Just do a quick zoom or loom, record your content. Make sure you say their name, say the city, show them what's happening in the area. But you'll Notice that on here I would put their address there. Okay. Their name there, their address there. And I have marketing disclosures, negotiations, showings, preparing and timing. Again, everything that's on this is there to position me as the authority. Let me give you some examples just in the marketing, Facebook ads, retargeting campaigns, digital repurposing, digital marketing, traditional marketing design consultation, pick your neighbor, virtual open houses, video360tour, direct mail, YouTube, Facebook, Instagram, LinkedIn ads, massive exposure, signage, website print. I'm talking about things on here that most agents again aren't talking about because my goal is to make people think why didn't anybody else talk about that? Nobody else talked about retargeting. Nobody else talked about Facebook ads. Nobody else talked about campaigns on Instagram, Google, LinkedIn, Facebook, blah blah, blah. Okay, so this is all what gets in here. I will tell you that each and every one of these pieces is built to convert. I will drop this off before I get to the listing appointment, right. The second I get that call, I have several boxes of these made and I am dropping it off, saying hello, telling them to please watch that, that video, getting the answer on the, on the phone with them and also asking them again when I meet with them. And I will tell you in 20 years that I, that I, that I was a real estate agent and active agent when I started doing this process. The reason I started it was because I was going on a lot of listing appointments, as you can imagine, selling, you know, averaging 134 homes a year while I was in the, in the industry. I got to a point where I was like, how can I, you know, what can send beforehand to make it to where it's almost impossible for me not to, not to get the listing. And so I can educate them before I get there so I don't have to worry about doing a full blown listing presentation. And that is where this material came about as well as that 13 minute marketing video. And I mean inevitably people I like, I rarely, rarely lost. I mean less than, I really can honestly say this, less than probably 2% of the time I would lose a listing appointment. I remember one time I didn't get the listing because the lady said that was a man hiring for his mom. She was like 90. And he said, krista, we love you. You're marketing was amazing, but I think you might just be a little bit too hyper and speak a little bit too fast for my mom. So I didn't get that most of the time. I would always get it. I will tell you how many times that I sat in my car and I would watch another top producer, you know, leave, or as I was going, as I was leaving, I'd see another top producer coming in, or I accidentally would get there too early and another top producer would be at the table. I would win because of these strategies and because of my unique value proposition, how different I was. You need to be different. Dropping off these materials that are high quality, written to convert, that isn't talking about what everyone else is. This is how you are going to win before you arrive. And I'll give you an example. Just this marketing plan alone cost me over $10,000 to, to make. And I know that sounds crazy because you can get things for super cheap online right now, but they're, they're just throwing information out there that looks like everybody else's. This is built to convert that seller and to showcase how different I am. That's what you need to be able to put out there. Okay, so this is what we, what I, what I drop off, give you some more examples on here. We've got our core values or core values are on there. Okay, event this again, right? Strategies, Strategies for marketing and pricing, selling your home. But the different things I'm going to talk about on there, you'll notice here that I've got obviously our contact information right here and here. I've got all of my credentials, all of the class, you know, all of my master's degree, bachelor degree, former elementary school teacher, gri, crs, mcne, cne, got all my designations. I want to showcase that I am different. Okay, let's give you the secret sauce. If I had to just do one of the things, I would do the book. So no one else is doing this. Less than 0.15% of the population's written book and send the marketing video. So that is what I do prior to a listing appointment to make sure that I win the listing every single time. Oh, a couple other things that are also in here is I have sample flyers of other homes that I've sold. Again, this shows I have other listings, right? This shows that I've sold a home in the area. So if I've sold a home in their neighborhood, okay, I will absolutely bring past sample postcards, just listed, just sold past flyers that I've done of homes in that neighborhood because I want to showcase and show that I have sold other homes in the area. Pro tip, ask them on the phone before if they've ever listed their house before and what they enjoyed about it and what they didn't also ask them if they have any hesitations or if they have any questions before you get there so you can come prepared. I will give you an example. One of the questions that I used to always get was, Krista, we know that you're so busy. We see your signs everywhere. We looked at you on Zillow. It showed that you've sold 150, 160 homes this year. We're afraid you're not going to have time for us. So what I would do is I would have testimonials from people that would be specific to their objection or their worry. So I'd have four or five testimonials that said Kristen was always responsive, showed up on time, over communicated. We could always get a hold of her, right? Because I knew that was their concern. If somebody had said, hey, my home, I'm interviewing you because I hired an agent out of the area and they couldn't sell my house, then I would have testimonials from somebody who would say, hey, we hired Krista because we had hired somebody else from out of the area and they couldn't sell her house and you wanted to hire someone with current market knowledge, the other agent couldn't sell. It took them, you know, three months. It sat vacant. Krista sold it in, you know, two weeks over asking. So I always have testimonials that are relevant to what they're concerned with. Okay, that's what I do prior to listing appointment to win 98% probably more of the listings that I don't want. The next video you're going to want to see is exactly what, how I actually run a listing presentation. So look that that next video, it'll show you exactly what I say and do on my listing presentation. Also if you comment down below and say just say three minute, I'll send you an example of that three minute listing video. Okay, thanks everyone for watching. By the way, I have a three day virtual event every single month where I teach people how to utilize social media, video and digital marketing. And I show you strategies just like this. How to get sellers to raise their hand, what to do beforehand. We teach you exactly relevant strategies that you can use right now. Just click the link, look inside the notes and you can sign up for my three day virtual event and you should make right at your own home. So that's and it's costed with less than a couple cups of coffee. I'll see you there. Hey there. If you want to learn how to dominate your market as a real estate agent how to sell more listings and stand out as the Go to Obvious choice. Sign up for my virtual event just go to kristamayshorn.com forward/lessless listings. Do me a favor. This is a three day virtual event. I'm going to teach you how to stand out in your marketplace. Go to kristenmayshore.com forward/lessless listings and I will see you there.