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.