At eXpcon Miami 2024 on Monday, real estate agents were treated to a series of informative panels, including presentations from industry veterans Knolly Williams and Dylan Nonaka, who shared proven methods for driving real estate success.
Knolly Williams: How to Take 10 Listings a Month
eXp Realty agent Knolly Williams delivered an insightful presentation titled “How to Take 10 Listings a Month,” drawing on his extensive experience in real estate. With over 1,000 listings taken in his first 10 years, Knolly now focuses on helping agents unlock their potential and achieve similar success by mastering the art of listing generation.
The Key to More Listings: The 3 Lead Buckets – Knolly emphasized that all the listings agents need can come from three primary sources, or what he calls the “3 Lead Buckets”: Sphere of Influence (SOI), Farming, and Niche. He explained that consistent focus on these buckets will lead to predictable results.
His system is simple yet powerful — generate 6-10 listings a month by focusing on your SOI for 3-5 listings, farming for 2-3, and leveraging a niche for 1-2 more. He advises agents to maintain strong relationships within their SOI through his “Easy 18 Touch Campaign,” which includes sending monthly newsletters, quarterly postcards, and making semi-annual calls.
“Keep it super simple,” Knolly explained. “A monthly e-newsletter, quarterly mailing and semi-annual calls to your top 200. But don’t forget we get paid according to our perceived value so you have to determine your niche and what sets you apart.”
8 Listing Sources for Today’s Market – In today’s low-inventory environment, Knolly shared eight specific sources to tap into for listings: Trial Listings, Pre-NODs (notices of default), Old Expireds, SOI, Probate, Divorce, Circle Prospecting, and Off-the-Market Listings. “These sources allow agents to find opportunities where others might not be looking, helping them to stay ahead in a competitive market,” he said.
The Mindset and Actions for Success – Knolly’s system is built on shifting your mindset and taking consistent, strategic action. His five recommended actions to upgrade your listing success are:
1. Shift your mindset toward abundance.
2. Dedicate 2 hours a day, 4 days a week to lead generation and appointments.
3. Focus specifically on listings.
4. Work to become well-known or “famous” in your market.
5. Tailor your lead generation activities to fit your unique personality.
“Your brain is designed to create change very quickly,” he explained. “Change your mindset and focus on what you need to achieve.”
Knolly also emphasized the importance of nurturing leads to build trust, guiding them from inquiry to a signed listing agreement. By focusing on these proven strategies, agents can unlock financial, time, and location freedom, living the life they desire while excelling in real estate.
Mastering the Art of Negotiation: Dylan Nonaka Shares Insider Tips
Dylan Nonaka, Team Leader at The Agency Team Hawaii, began his breakout session on negotiating by giving eXp Realty attendees the highlights of his 20-year career and how he went from politics to real estate, joining eXp Realty in 2018.
The art of negotiation – “Every negotiation you go into, you go into as the favorite or the fool,” he said. “It’s important to know where you stand before you go in. Ninety percent of clients have their mind made up before you go in.”
Dylan recommends taking steps to understand the client by evaluating their personality type and meeting them where they are at. “Then, before you get to the appointment, be sure to identify your preemptive value – all those critical things you offer. Don’t just show a pretty PDF!”
During the consultation, Dylan suggests asking questions to identify their motivation, for example, what are your priorities and what does the perfect process look like. “Most significant is asking what their most important expectations are – and all these questions come before a discussion of money and compensation.”
What are their priorities? – Lastly, determine what their priorities are and close the presentation by asking if there is anything else they were looking for that you didn’t cover. “Once expectations are set, you can discuss compensation, with sellers only needing to commit to the cost of their service today.” For buyers, he suggests providing a menu of services they can choose from.
In closing, Dylan recommends knowing what your position is and what your non-negotiables are. “This is a human business and every situation is unique, so be ready to pivot as needed and be willing to walk away.”
