Dan Beer, leader of the Beer Home Team at eXp Realty and one of the top real estate agents in the world, took the stage at eXpcon 2024 to share his insights on mastering the listing appointment.
With over $3 billion in sales and a track record of dominating in one of the most competitive real estate markets, Beer’s session was highly anticipated by agents looking to elevate their listing strategies. His team is renowned for their innovative approaches, landing them top spots on prestigious lists like The Wall Street Journal’s Top 40 Teams.
Agents Need to Differentiate Themselves
Beer opened by addressing a fundamental question: “Why aren’t more agents listing agents?” His answer was direct — too many agents fail to differentiate themselves. “If you are not different, you are not needed,” he said, explaining that there is only room in the industry for what is different – and money follows what is different.
“You’re playing by rules that don’t exist,” he said, challenging the audience to stop waiting for permission and start building campaigns that show their unique value. He stressed the importance of a strong pre-listing strategy, starting even before entering the home.
“Arrive early, park strategically by avoiding the driveway, and set the tone from the first knock,” Beer advised, demonstrating how minor details can impact the outcome of a listing appointment.
“Take the time to look around the exterior when you arrive and take notes to demonstrate your interest.”
Handling Commission Objections
A critical part of the session was Beer’s practical advice on navigating commission objections, a challenge that many agents face. He shared scripts and techniques that have been effective for his team, emphasizing the importance of showing value rather than discounting services.
“Sellers aren’t looking for the cheapest agent — they’re looking for the best agent,” Beer reminded the audience. “Price is only a function of the marketing plan and not the plan.”
Building Real Rapport With Clients
One of the standout moments of the session was when Beer highlighted how agents often lose listings without even realizing it.
“The tour isn’t just about the house; it’s about building real rapport,” he said. Beer’s approach includes connecting authentically with sellers, understanding their motivations, and subtly showcasing expertise without overwhelming them with data.
‘Be That Agent’
For agents looking to grow their business, Beer’s session was a masterclass in preparation, strategy, and execution. His emphasis on differentiation and authentic connection ties directly into eXp’s mission to empower agents through innovation and growth. As Beer put it, “Sellers want an agent who stands out — be that agent.”
