Competition Demolition (2026)

02/02/2024

You’ve seen all those ads offering lead gen to real estate agents right?

You know the ones…making insane claims that don’t even make sense if you actually think about it.

A few years ago they’d guarantee 10 listing opportunities per month

Then it was 20 per month.

Now it’s something like “120 listing opportunities in 20 weeks or you don’t pay!”

Others are offering “1 listing guaranteed every month or you don’t pay!”

And you’re probably thinking it has to be BS right?

Now sit down because what I say next might shock you…

But lead gen is totally legit…it’s a normal part of a healthy business.

HOWEVER there’s a catch!

And the catch is a pretty big one.

Because all of those ads you see promising you the world…

…are from people that have purchased the exact same get rich quick course!

And in this course they learn how to sell lead gen services to ‘high ticket’ industries.

But this course teaches them to target real estate agents.

It’s kinda like the old story where bank robbers get asked why they target banks?

And robbers respond “Because that’s where the money is!”

So they basically treat hard working agents as walking ATM’s for themselves.

In fact, these people have never worked a single day in real estate.

All they’ve done is ding their credit card a few grand to learn how to get rich targeting real estate agents.

Most have never run ads before they go through the course…

They just bounce around trying different money making schemes until one hits.

And then they hammer it until they can’t squeeze anymore cash out before they move to the next one.

(that’s why some of them that have gone through that same course are hitting finance brokers now LOL)

Anyway,

I’ve seen some friends get locked into $1.5k per month service fees

Some even paid $10k up front.

And to be honest it kinda annoyed me a lil’ bit.

You see, I don’t go promoting lead gen that often even though I’m great at it.

Because I think it’s far more important for agents to focus on profile building.

You know?

Building trust and nurturing relationships in their local market.

But since you guys seem to love those offers for lead gen…and I don’t blame you because stock levels are kinda sketchy all over the place right now.

I thought why not put together something?

So here’s my offer.

I’ll hook you up with proven lead gen ads that others are paying thousands of dollars every month to run.

But instead of charging you $10k up front of $1.5k per month I’ll do you a deal.

I’ll rig it up for you for a fraction of that.

And you only have to pay once.

You’ll get the creatives that are working in an evergreen way.

WITHOUT the ongoing month to month BS where you get dinged thousands and most of the work is outsourced to people getting paid $3 per hour so the person that sold you the service can chill on the beach with their laptop.

Keen?

Let's chat.

27/01/2024

You need to grow mind share before you can grow market share.

It's pretty simple but a lot of people either ignore this fact or think they can get around it.

But you can't take a short cut on this.

Because people want to work with winners.

And if you look busy, your market will think "there's a reason that agent seems to be busy. They must be really good at what they do."

Even if you're doing basic stuff it looks impressive to people who are not inside the industry.

The bottom line is the more people who know that you're busy with listings, the more listings you'll attract.

Every listing you have should create 4-5 pieces of content.

Coming soon.
Sneak Peek.
Just Listed.
(If you're running cheat code we'd put the "victory lap" in here).
Just Sold.

If you do something around settlements it's another opportunity for you to put something in front of your market.

So if you have 30 listings a year you should have 150 pieces of content.

That's not including the other natural stuff like testimonials from sellers and buyers.

Or the quick market wraps.

Anyway...

The most important part is to put a little bit of juice behind each one strategically with ads.

Because socials are pay to play and if you're not paying not many people will see your stuff.

And if not many people are seeing your stuff it's pointless.

06/01/2024

Simple sales funnels are always better than complex sales funnels.

And the simplest sales funnel is this.

Get a lead
Make an Offer
Follow up

But the problem is people might get a lead and make an offer then find out now isn't the right time for the lead to move forward with things so they just toss them to the side.

Because following up is the most important thing.

The reason you should focus on that is you nurture the relationship before they need your service.

And I'll prove it right now.

If you have the choice between two options.

Option A

Someone reaches out to find out what their house is worth letting you know they're going to be moving to the coast in 12-18 months when they retire.

They're not ready to go right away so you keep in touch and let them know what things are selling for nearby.

They see your ads in the news feed every day with your just listed and just sold as well as other community causes you promote.

You nurture trust with them and 12 months down the road they give you a call to come and scribble on some paperwork to get it on the market.

They don't grill you on fee or marketing because you're the person they trust, you've earned that over time.

Option B

Someone posts in the local community group asking for an agent because they need to sell their parents house as they have just gone into a nursing home.

They want to speak with as many agents as they can to decide which one they want to work with.

(I lowkey LOOOOOOOVE these posts because it's straight up seagulls to a chip in the comments section)

Believe you me this is what's going to come out of their mouth as soon as you make contact:

"What is your fee?"
"What can you sell it for?"
"Dodgy Bros down the road says paying extra for advertising is a scam so we want free advertising too."

You and I both know if you're not rolling with option B unless you hate yourself.

But a lot of agents seem to be masochists because all they want is the sell now people and are mostly walking into hostile environments with zero trust in the room.

Capturing the lead is the start of the funnel not the end.

🍻

03/01/2024

Here's some insights from a lead gen campaign.

Ad spend $5,934.94 (running 135 days)
Leads 241 ($24.63 per lead)
22 of them identified as sellers
4 have come onto market
1 has sold
1 is under offer

Not bad...

Now the potentially GREAT thing is there's 200+ local home owners that raised their hand to find out what their place is worth being added to the database for nurturing.

And that's the main thing to take away from this...

Because the whole point of generic lead gen is to try to get as many people as possible into the database and liquidate the cost of ads by finding a few sellers that are ready to go now on the front end.

And if you run it for a year you'd be able to have more than enough momentum from activity based marketing as well as stuff coming on from the back end with your nurture.

PS the way these ads work get better as time goes on because it hooks into powerful Ai driven algorithmic machine learning that hones in as it goes.

Cost per lead overall is $24.63 which is good.
Cost per lead in the last 30 days is $17.43 which is great.
Cost per lead in the last 14 days is $13.14 which you'd take all day.
Cost per lead in the last 7 days is $9.06 🤯

Ai bots can't spell seller leads correctly in the images but it is pretty good at finding seller leads. 😂

24/10/2023

If you go into contested listing appointments this is something you should pay attention with.

Because John McGrath said something along the lines of "if you squint all agents look the same".

And it's true!

Because most agents focus on better instead of different.

And we see it all the time, everyone rolls out their big promises.

We will sell it for more.
We will sell it faster.
We will communicate better.

And then they'll roll out their proof

We have a bigger database
We have more buyers
We have impressive testimonials

And for people with industry experience it's not hard to pick up subtle differences between claims or people making the claim.

But they all look close to equal to an untrained eye...

Is an agent with a database of 15k people that hasn't been updated in 10 years really worth a higher fee than the agent with a database of 10k people?

How about the agent with 87 5 star reviews?

Are they worth less than the agent with 91 5 star reviews?

The home owners making the decision have no idea.

Because it's too hard to see contrast in things that look similar.

So what happens?

They check out.

Because the decision is too hard.

And the easiest way to get out of a hard choice is to just go with the easy option.

So it becomes a decision on who will charge the least for what looks like the same service.

You need to take a position where your big promise is different but it has to be something that vendors value.

And something that is easy for them to understand.

But you also need to show proof that instantly shows the contrast between you and all of the other options.

When you do it right you open the door to less push back in presentations and higher fees + healthy VPA.

PS

If the proof is provided by a 3rd party brand that the home owners know like and trust it makes it so much more powerful as well.

A review from realestate.com.au holds more weight than a review from ratemyagent.com.au

Stats from REA are a lot more powerful than home cooked stats.

23/10/2023

Use the language of the people you're targeting.

This is basic AF with people running affiliate/performance marketing.

But a lot of people miss it because they have this weird thing in their head saying 'You need to impress people so you have to sound smart'.

So they spin up chatGPT and ask it to spew meaningless crap that sounds profound.

And it kills conversions.

But here's what you should do instead.

Read reviews, read comments and threads where people are discussing the stuff you do with other normal people.

You want to find places that people can openly share opinions and have discussions with peers.

And you basically eavesdrop.

After you do it for a while you'll pick up on trends which constantly show up...

But you want to pay attention to these things because this is what your market really values as it takes up a lot of mind share.

Sometimes it's the most random stuff that ends up being really important that people inside the industry gloss over because it'd be too obvious.

So when you put marketing out it should be tapping into the topics you've learned your market cares deeply about.

You can find so many good blue ocean angles.

Right now change over costs/hidden fees are pretty big in discussions.

You reckon it'd be a good idea to put stuff out offering to let people know what $$$ would hit their bank after they sell?

PS

There's a reason why nearly everyone I work with runs "We guarantee that we will get your house seen by more buyers than any other agent."

Because the importance of exposure leading to better sales outcomes always shows up in discussions.

16/09/2023

The game isn't hard but people f*ck it up by over complicating it.

Understanding and building from these 3 lines is all you need to put together great offers and if you do it consistently you'll have an amazing business.

Use small words.
Make big promises.
Show iron clad proof.

"We guarantee that we will get your home seen by more buyers than any other agent."

Because...

More views = more inspections = more offers = competition between buyers.

This competition pushes the price up.

Now all you have to do is collect evidence and stack proof.

Every single agent I work with pretty much always has the most viewed listing in the suburb.

Every. Single. Time.

And guess what?

We're always letting the market know about it...

And when the listings turn into sales guess what goes out?

More proof.

Because guess what happens?

When the time comes for someone in that patch to sell...

They're conditioned to know that if they want top dollar they need to have great exposure (which everyone already knows intuitively).

And the only way they can get the most views and exposure is if they list with one of the homies...and we've built a stack of proof around that as well.

The homies are not just another agent promising the same stuff.

They're positioned in a way that is dramatically different and a vastly superior.

And the you can see the contrast instantly when presented with the proof we run at listing presentations.

And that means they don't get caught up in the BS that goes on when you haven't got that kind of promise and proof to back it up.

It's a cheat code. 🎮

And if one of ours get in that door it's game over for everyone else.

🍻

30/07/2023

Wanna build profile?

Go to a local joint and order lunch.

Take a pic with you and the food and tag the place.

Run an ad set to reach to everyone around your patch.

Doesn't have to be much, call it $5 per day for the week.

Do the same thing next week.

And the week after.

And the week after.

Start a war in the comments over which kebab spot is better.

Do nuggets after that...

Have fun in the comments with people.

You'll be in front of people every day, after a while you'll be getting stopped at the shops and people will recognise you.

Do good stuff in the community groups with gift cards and other initiatives.

Blend in some fun posts about how mums save the day with the story about pixar deleting all copies of Toy Story 2 in 1999 but it was still on a team members computer because she was on maternity leave.

Share posts of your kids taking trolleys back because it's important to raise kids to do basic stuff the right way.

That's how you build profile.

That's how you get called into listings.

That's how you get referred out to friends.

Not running ads with dots on a map or a bunch of street names from a suburb.

Or that slick ultra luxury living room that some other mob are running but you edited the throw to be your company colours.

How different. 🤣

PS I run these for peeps, they might work but you don't build any profile at all with them and it's a short term play and everyone that fills out your stuff fills out other peoples too...

Competition Demolition

02/02/2024

27/01/2024

06/01/2024

03/01/2024

24/10/2023

23/10/2023

16/09/2023

30/07/2023

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