EXPCON attendees participating in Path 2: Momentum — Path to Success were privy to some valuable sessions centered around how to generate leads, build and activate your brand, and reach your fullest potential both in brand and the relationships you build.
Activating Your Business
The first session kicked off with Ramon Casaus and “Activating Your Business” which begins with building momentum.
“Everything you want in real estate is on the other side of momentum,” Ramon said. “But at some point you are going to face the force of average and be met with adversity. Average people, average conversations, average groups. This is where you get tested.”
Ramon shared that everything you want is as a result of pushing through the force of average, building momentum and looking at the holes in your bucket that is your business. He added that you must fill those holes by saying the right things, presenting well, closing well, and ensuring that you are the best at your business by improving those weaknesses and perfecting your brand. He cited that the keys to a strong business are 30% training, 50% doing and 20% coaching.
Lead Generation for the Next Generation
April Stephens kicked off her session on lead generation by sharing her experience in new construction, working with a builder and doing open houses, which led her to realize that lead generation starts with networking, joining local organizations and holding open houses.
“If you think open houses don’t work, call me,” she said. “I am telling you, they work. You start creating relationships and at the end of the day our job is about creating relationships.”
She noted the most important piece of lead generation is building strong relationships by getting involved, joining clubs and organizations and meeting people who will generate those leads for you.
“I tell a lot of my agents to just say yes to every opportunity. Join the homebuilders association. Do what you can to make those connections and convert the leads,” said April.
She recognized the importance that many agents place on social media, stressing that it’s more valuable to find what works for you personally, and not necessarily follow every trend in the industry for lead generation.
Building Your Brand With YouTube
Mike Sherrard shared with attendees what YouTube has done for his brand and shared insights on how they can make YouTube work for them. He explained that consistency is key and that your brand should be future-forward but continue to represent who you are and the brand you have established.
“You need to start sharing your story so that people will connect with you,” he shared. “Make people feel like they know you, establish that intimacy. Once people feel like they know you, they will want to work with you.”
He detailed the ways in which YouTube tells your personal story, the story of your brand, and how it generates a connection with your audience who will become your future clients.
You Are What You Believe
Knolly Williams inspired the audience by sharing his story from a 16-year old high school dropout to successful real estate agent to published author. His secret?
“Change your own beliefs and rewire your subconscious mind to take you where you want to go.”
How to Build Your Brand Workshop
Next up was the “How to Build your Brand” session, where attendees learned from four agents who are fully rooted in the brands they’ve built: Elizabeth Riley, Ben Laube, Jay Kinder, and Nakia Evans.
Moderated by Victoria Coster, eXp Realty Vice President of Marketing, the discussion dug into philosophical crossroads agents face when building their brands from scratch or course-correcting a personal brand that’s not quite right.
When it comes to investment in a personal brand agents can choose to invest their time or their dollars to work with branding professionals.
Consistency was a key point throughout the session. “I spoke at 7:50 a.m. to the same audience of 15,000 every morning. After about three weeks, I started getting calls and getting recognized in my community for my voice,” said Jay Kinder, who built his business through a consistent spot on a local radio show.
Nakia Evans shared that just as important as building a personal brand is listening to your audience. “As you build your audience, they’ll begin to tell you what is and is not resonating. Use that,” she said.
“No one can ‘do you’ like you,” said Victoria. “If you’re in this room, you’ve made a powerful decision to align yourself with a brokerage that encourages the unique flavor each of you bring to this industry. There’s a power in that. Once you unlock that personal brand for yourself, once you are fully rooted in how your brand lives in the world as an extension of you, there is no stopping you.”
Don’t Settle for Ordinary
Renee Funk took the stage for the next session where she brought attendees on a transformational journey that challenged them to rise above mediocrity and embrace the path of continuous growth. She helped the audience break through “the ordinary,” channel their inner strengths and understand the determination needed to navigate obstacles, overcome setbacks and propel towards unprecedented success.
“It’s important to understand what words mean,” Renee shared. “What does ordinary mean to you? We have to define what ordinary means and understand the reasons why it does not define us.”
She then shared her process for ensuring that she is not ordinary by assessing herself and her brand, asking herself if it’s okay to have an unpopular opinion and stand out from the crowd, and then laying her own path to success based on what she believes will best serve her agents and clients.
“We are ambassadors in our communities,” she said. “We are much more than just realtors. We are bad asses who provide amazing customer service. We are showing up for people and serving them with excellence. That is not ordinary.”
Creating Connection That Lasts
Lastly, Michael Collier joined the session to educate the audience on creating lasting connections through strong relationships. He encouraged agents to redefine their approach to networking and elevate their brand to new heights by focusing on quality over quantity and building sustainable relationships that will guide their business.
“The secret to success is building authentic relationships that last,” Michael shared.
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