Thought Leaders – Real Estate Re-imagined (formerly The Elevate Podcast) Elevate Rewind: The best advice from 466 episodes
There’s a buzz of anticipation this week as Elite Agent rides yet another wave of change, refreshing the Elevate podcast format for today’s dynamic landscape. We’re not standing still – we’re stepping confidently into an exciting new phase with an enhanced experience coming your way.
But its only fitting that we throw a party to farewell Elevate in style with a two part special that will bring together some of the very best insights from the last 9 years.
This week its practical advice from some of our most popular episodes, from Netflix Star Daniel Daggers breaking down why your digital presence will make or break your future, to Gavin Rubinstein explaining how treating his personal brand like a business plan paid off big time, this episode is packed with real, usable insights.
You’ll also hear from Jimmy Mackin, who reveals the one question that helped an agent save a $1.2M listing, and Steve Schull, who explains why trust, not value, is what really wins listings.
And finally, Thomas McGlynn brings it all together with current-day tactics that are helping agents win right now in a tougher market.
If you’ve ever wanted to know what top agents are thinking, saying, and doing, this episode is a masterclass in just that.
“If you are not producing any content, you are gonna be in trouble in five years time, ’cause no one’s gonna know who you are,” warns Daniel Daggers, while Gavin Rubinstein reminds us that “the best way to build profile is to do a good job for your client.”
10 things you’ll learn in this episode:
- Why being present on the “digital High Street” is just as important as being known in your physical neighbourhood
Timestamp: 05:00-minutes - How AI will enable top agents to do 300% more work, taking business from competitors
Timestamp: 07:30-minutes
- Why treating your profile like a business plan from day one is crucial for long-term success
Timestamp: 09:00-minutes
- The truth about building a social media following in today’s saturated market
Timestamp: 10:45-minutes
- How to use “magic words” that speak to your client’s subconscious during negotiations
Timestamp: 13:30-minutes
- The technique of asking “what makes you say that?” to uncover the real objection behind fee resistance
Timestamp: 18:45-minutes
- Why trust, not value proposition, is the real reason clients will pay your full fee
Timestamp: 21:45-minutes
- How to determine if you’re “the favourite or the fool” in a listing opportunity
Timestamp: 25:30-minutes
- The power of “no-oriented questions” in gaining client commitment
Timestamp: 27:45-minutes
- Why knowing your active buyers intimately is critical in today’s market
Timestamp: 40:15-minutes
Links
Daniel Daggers – LinkedIn
Podcast: Daniel Daggers: Digital Success Blueprint
Gavin Rubinstein – LinkedIn
Podcast: Gavin Rubinstein: 10 lessons in building empires, mastering resilience, and maintaining the passion
Jimmy Mackin – LinkedIn
Podcast: Exactly what to say to progress the deal: Jimmy Mackin
Steve Schull – LinkedIn
Podcast: The Full Fee Agent: Steve Shull’s playbook for getting paid what you’re worth
Thomas McGlynn – LinkedIn
Podcast: Creating Your Own Momentum: Thomas McGlynn on What’s Really Working Now
Detailed Episode Guide
This special retrospective episode is hosted by Samantha McLean, who introduces us to a compilation of the most valuable insights from Elevate’s 466-episode journey. As the podcast prepares to evolve from its current format, this episode serves as both a celebration of its legacy and a practical toolkit for agents looking to elevate their business.
The Digital High Street: Building Your Online Presence
Daniel Daggers, known as “Mr Super Prime,” shares how he built the fourth most influential real estate business in the UK without spending money on paid media or offices. His secret? Investing in social media channels and personal brand building.
Daggers emphasises the importance of being present on what he calls the “digital High Street”: “If you are not producing any content, you are gonna be in trouble in five years time, ’cause no one’s gonna know who you are.”
He explains that while traditional agents might be known in their local neighbourhood, the digital landscape offers a much larger audience. “I want to live on the High Street, but I also want to live on the digital High Street because there are more people walking up and down that digital High Street than they are that physical High Street.”
Looking ahead to the impact of AI, Daggers predicts it won’t replace agents but will make the best ones more efficient: “AI is going to enable Daniel Daggers to do 300% more work. And if Daniel Daggers can do 300% more work, I’m taking that business from other people.”
Profile as a Business Plan: The Rubinstein Approach
Gavin Rubinstein, founder of The Rubinstein Group and star of Luxe Listing Sydney, shares how he’s treated his profile as a business asset from day one of his now 18-year career.
“I always treated profile like a business plan,” Rubinstein explains. “One of my bad mentors early on in my first office said, ‘profile doesn’t pay the bills,’ but it’s always paid mine because I’ve treated it as a business plan.”
Rubinstein reveals that from his very first day in real estate, his name was on signboards and listings. While acknowledging that social media has helped build his profile, he emphasises that digital presence is just one layer of a comprehensive strategy.
“Make no mistake. The best way to build profile is to do a good job for your client, is to make a phone call, is to get a really good listing and it’s to sell a property for a great outcome where the client is extremely happy and they tell people about it.”
The Magic Words: Communication Strategies That Work
Jimmy Mackin, co-author of “Exactly What to Say for Real Estate Agents,” introduces the concept of “magic words” – phrases designed to speak to a client’s subconscious and help navigate tough conversations.
Mackin explains that one of the biggest mistakes salespeople make is accepting objections at face value rather than digging deeper to understand the real issue. He illustrates this with an example of an agent who saved a $1.2 million listing by simply asking: “Help me understand, what do you think another agent’s going to do that I’m not going to do?”
When faced with fee objections, Mackin suggests responding with “What makes you say that?” This simple question helps uncover the true context behind the objection, allowing agents to address the real concern rather than immediately defending their commission.
The Favourite or the Fool: Understanding Client Psychology
Steve Schull, a former NFL linebacker turned real estate coach, brings a fascinating perspective on client relationships based on his work with former FBI hostage negotiator Chris Voss.
Schull challenges the industry’s focus on value propositions: “It’s really not about value, it’s about trust, and people will pay more for trust.” He introduces the concept of “the favourite and the fool” – the idea that most clients already know who they want to work with before the first meeting.
Rather than spending hours on traditional listing presentations, Schull advocates for a 15-minute qualification call to determine if you’re “the favourite or the fool” in a listing opportunity. His framework includes asking “no-oriented questions” (like “Would you be opposed?” or “Would it be a bad idea?”) which make clients feel safe and in control.
The ultimate “proof of life” question, according to Schull: “I’m curious, of all the agents you could have reached out to, why me?” The answer reveals whether you’re truly the client’s preferred agent or just someone they’re using for free information.
Current Market Tactics: Compelling Presentations and Buyer Relationships
Thomas McGlynn, CEO of BresicWhitney and president of REI New South Wales, shares strategies that are working in today’s market conditions.
McGlynn emphasises the importance of being compelling in listing presentations: “If you’re going into a listing presentation and not sounding compelling and just sounding like everyone else, it then comes down to likability, fee and marketing. And as soon as you go into that, realistically, it’s a race to the bottom.”
He advocates for developing unique approaches, such as creating editorial articles around properties and demonstrating deep knowledge of active buyers in the market. McGlynn challenges agents to articulate their unique value proposition in five minutes or less: “Why you? Why should they use you over someone else?”
Summary
This special retrospective episode offers a masterclass in real estate excellence, drawing on the wisdom of five industry leaders who have consistently demonstrated their ability to adapt and thrive in changing market conditions.
From Daniel Daggers’ emphasis on digital presence to Gavin Rubinstein’s strategic approach to profile building, from Jimmy Mackin’s communication techniques to Steve Schull’s psychological insights and Thomas McGlynn’s current market tactics – each expert provides actionable strategies that agents can implement immediately.
As the Elevate Podcast prepares to transition to a new format, this episode serves as both a celebration of its legacy and a reminder of the timeless principles that drive success in real estate: building trust, communicating effectively, staying ahead of market trends, and consistently delivering exceptional results for clients.
Stay tuned for part two next week, where Samantha will share more memorable Elevate moments and reveal what’s next for Elite Agent’s podcast journey.
FAQ
1. What is this episode about?
This is a special retrospective episode (part 1 of 2) featuring insights from five real estate industry leaders: Daniel Daggers, Gavin Rubinstein, Jimmy Mackin, Steve Schull, and Thomas McGlynn.
2. What does Daniel Daggers say about digital presence?
Daggers emphasises that agents who aren’t producing content will be in trouble in five years because no one will know who they are. He stresses the importance of being present on the “digital High Street” where more potential clients are.
3. How does Gavin Rubinstein approach profile building?
Rubinstein treats profile like a business plan, ensuring his name was on signboards and listings from day one. While he leverages social media, he emphasises that the best way to build profile is to do a good job for clients.
4. What are “magic words” according to Jimmy Mackin?
Magic words are phrases that speak to a client’s subconscious and help navigate tough conversations. One example is asking “What makes you say that?” when faced with objections to dig deeper into the real concern.
5. What does Steve Schull mean by “the favourite or the fool”?
Schull explains that in most listing opportunities, clients already know who they want to work with. Agents need to determine if they’re the favourite (the agent the client wants to work with) or the fool (just being used for free information).
6. Why does Schull recommend “no-oriented questions”?
According to Schull, humans love to say no because it makes them feel safe and in control. Asking questions like “Would you be opposed?” or “Would it be a bad idea?” creates less resistance than trying to get to yes.
7. What is Thomas McGlynn’s advice for listing presentations?
McGlynn emphasises the importance of being compelling and different in listing presentations. Agents should be able to clearly articulate why a seller should choose them over competitors in five minutes or less.
8. How important is buyer management in today’s market according to McGlynn?
McGlynn stresses that agents should know who their top five buyers are in each market, including what they’ve bid on previously, their budgets, and their ideal properties. This reduces reliance on property portals.
9. Will there be a second part to this episode?
Yes, part two will air next week, featuring more memorable Elevate moments and an announcement about a new podcast project that will bring the Elevate Podcast “full circle in a new and exciting way.”