How Brandon Mulrenin books 70% of first FSBO calls by helping them sell without him

Ren Jones00:05

It’s that time. Welcome to Roadmap, how to take three listings a week until you’re ready for more. Each week we interview a great agent who’s consistently taking several listings each month, and we have an exciting guest today. We encourage you to take notes and apply as much of their knowledge as quickly as you can, and then use the copycat principle. Let me introduce my co-host from San Diego, Carley Hathaway. That’s carleyhathaway.com. Hi Carley, how’s the real estate business?

Carley Hathaway00:37

Hi Ren, hi everybody. Real estate is fabulous. Lots of people leaving California, so it’s a good time to be a listing agent for sure.

Ren Jones00:45

I like that. Before I introduce our guest today I want to remind everyone that we are also simulcasting the show on the private Lead Gen group on Facebook. They have 60,000 members, so we have a large audience there today as well. And we’ll be pausing for a commercial message during the show. So thank you to everybody over at League Gen on Facebook. Let’s welcome our guest today from Metro Detroit, a slice of paradise in Michigan, Mr. Brandon Mulrenin. Good morning, Brandon.

Carley Hathaway01:14

Hey Brandon.

Brandon Mulrenin01:15

What is happening? Thanks for having me on the show. Appreciate it and I’m happy to be here.

Carley Hathaway01:20

We are so excited to have you, Brandon. Thank you so, so much.

Ren Jones01:23

Yes.

Brandon Mulrenin01:23

Absolutely. Ready to drop some value to the audience, for sure.

Ren Jones01:27

Folks, be ready to write this stuff down or rewind it and play it over and over and over again because you got some good stuff coming.

Carley Hathaway01:34

Yeah. So Brandon, let’s just kind of hear a little bit about you and your business. What is your goal for this year?

Brandon Mulrenin01:40

So I own a brokerage and I’m in personal production as well. I’m more focused on the brokerage now. Last year I sold 56 houses, typically sell a hundred a year. The brokerage did 1300 transactions last year, and so the goal this year is to break over a half a billion dollars in sales volume.

Carley Hathaway02:01

Mm-hmm.

Brandon Mulrenin02:01

And that’s the goal. So my goal is to continue selling 50, 60 homes a year, stay in the game, stay crispy, keep my skills up where they need to be, and then help my team that I train and coach to be the best listing agents as they can.

Carley Hathaway02:16

Love it. That’s amazing, amazing goals. I could tell you just keep moving forward with it. That’s fabulous.

Brandon Mulrenin02:22

That’s the goal, right? Just keep growing or dying.

Carley Hathaway02:25

Good, good. So let me ask you, where does a majority of your business come from? Especially where does the majority of your new agents business come from?

Brandon Mulrenin02:34

Yeah, so the listing roadmap as we give our agents, no pun intended, for sale by owners, expireds, old expireds, absentee owners, for rent by owners. And then we really focus on the divorce real estate niche and assisted living. So those would be our main new lead generation strategies in addition to our past client center of influence database.

Carley Hathaway03:01

Lovely. Those are all amazing leads because those people are now a business. They have to move, they’re really good ones to go after. They need to sell their homes, right?

Brandon Mulrenin03:08

100%.

Carley Hathaway03:10

Great. Awesome. So let’s really focus in on just one of those. Can we just really dig into FSBOs? Because I know that’s something that everyone can get their hands on their phone numbers with Vulcan7, and I think if we could dig deeper and know how to really get those listings it could help a lot of people.

Brandon Mulrenin03:27

Absolutely. That’s how I built my career. And I believe Ren and Carley, that a for sale by owner gives a brand new agent the best opportunity to get listings today. So I’d love to kind of walk the audience through step by step how to go out there and win.

Ren Jones03:42

Beautiful. So somebody could take this advice-

Carley Hathaway03:45

Perfect. We love it. I’m taking notes.

Brandon Mulrenin03:46

Let’s jump into it. So the first thing with for sale by owners is it’s a change in mindset from I think the traditional path of going after for sale by owners to what we do today. And that is this, the traditional path is communicating with the for sale by owner, Ren and Carley, to try to convince them that selling by owner is a bad idea and listing with a realtor is a better idea. Well, convincing people of anything these days is very difficult. Get a Democrat and a Republican in the same room and watch them go at it. It’s like talking to a brick wall. So it’s very difficult to convince a for sale by owner to change their entire mindset on one phone call.

04:33So I teach something called reverse selling. So the first thing here is when we reach out to a for sale by owner, the goal is to be the first voice. So as soon as we get that for sale by owner lead through Vulcan7, we’re on the phone by 8:00, 8:30 at the latest. We want to be the first voice and we use what we call a pattern interrupt in neurolinguistics, as you guys both are aware, and we come from a place of contribution. We actually support the for sale by owner to sell on their own. Now, before all the agents say, “Wait, what did he just say?”. Let’s go through the whole strategy. Because what does every other agent do? Every other agent picks up the phone and starts “selling”, starts pressuring them, starts going after the listing, starts convincing them. And oh by the way, what does the FSBO do every time? They hang up, they give them resistance, they give them objections, because the whole goal on that first call, first contact, is to get a face to face appointment. Now Carley asked me why.

Carley Hathaway05:44

Why?

Brandon Mulrenin05:45

Because here’s what we know, a face to face appointment changes everything. The prospect owes us nothing. They are not going to tell us the truth over the phone to a complete stranger who they feel threatened by. So what happens is when we get face to face, Carley, we have for sale by owners that tell us we’re never going to use an agent on the phone and then we get face to face and their tune has completely changed.

06:13So let’s stay with step one. We’re just on the phone call. So our script is designed and structured in a way to position ourself as the backup plan. And so when we are communicating with the for sale by owner, Carley, we support them in selling the house on their own. Matter of fact, we give them tips, strategies, coaching on how to do it, and we’re the only agent approaching them with this strategy. And so what we’re communicating is we say things like this, Carley, listen, the market in San Diego right now is incredible. I mean, chances are you’re going to sell this house on your own.

Carley Hathaway06:53

Yeah.

Brandon Mulrenin06:53

If in 30 days for some off chance you can’t, at that point in time would you consider maybe looking at some other options and be honest?

Carley Hathaway07:03

Yeah, after 30 days I would.

Brandon Mulrenin07:05

Well, let’s do this. Let’s not agree to anything right now. What I’d like to do, Carley, is simply stop by, take a quick look at the house, I’ll give you some feedback, and when I’m there I’ll share with you how my for sale by owner backup plan works. And if it’s something, Carley, that you want to talk further about in the future, we can do that. Fair enough?

Carley Hathaway07:24

Fair enough. That sounds good.

Brandon Mulrenin07:25

And that’s how we’re setting the appointment on the first call. Because, Carley, did you feel threatened at all?

Carley Hathaway07:32

Not at all. I didn’t feel like you were going to push me to list with you at all.

Brandon Mulrenin07:36

And in reverse selling we call that speaking in hypotheticals, because I justified your position with selling on your own. I respected your decision to do that, I didn’t challenge you. I only asked you about a hypothetical situation about something in the future, Carley, that if you caught I positioned it like it was never going to happen. So therefore you didn’t worry about getting together because you thought, “Well, this guy’s crazy. I’m going to sell my own house. Why not meet with him and look at something that I can review in the future?”. Does all that make sense so far?

Carley Hathaway08:13

Yeah, that makes sense. Let me ask you this though. So when you’re on that phone call and they’re still resisting like, “No, no, no”. What tidbits and tricks do you give them to use in marketing their homes that hopefully won’t work, right?

Brandon Mulrenin08:26

Well, here’s the thing. Hold on. That’s the whole mindset.

Carley Hathaway08:30

Okay.

Brandon Mulrenin08:30

What you just said, I have a different difference of opinion there. When I come from a place of contribution, it’s very authentic.

Carley Hathaway08:37

Okay.

Brandon Mulrenin08:39

I’m actually trying to get them to sell on their own. And so most realtors hear that it’s so hard for them to fathom this in the beginning. They’re like, “Brandon, why are you doing this?”. Because here’s what we know about the law of reciprocity. This is how we recruit agents to our firm, this is how we get listings, this is how we build relationships. The law of reciprocity is very clear, and it’s a universal principle that works with every human being. When you feel, Carley, that someone’s being authentic that actually cares about you, at that very moment is the time where you actually care about them. There’s a whole saying that you both know, people don’t care how much until they know how much you care. We’ve all heard that a thousand times. So when we’re prospecting, think about this for a second. The prospect is not used to a realtor calling and helping them, are they? They’re used to them calling them trying to sell them on listing their home. Would you agree?

Carley Hathaway09:40

Yes. Agreed.

Brandon Mulrenin09:40

So when we use a pattern interrupt and we come from a place of contribution, the for sale by owner, Carley, has no idea how to respond but be thankful. Because here’s what we know, the first call is only designed to do what? Get face to face.

Carley Hathaway10:00

Oh, get face to face. Yes.

Brandon Mulrenin10:02

Get face to face. That’s the only goal. So the only goal is to get that face to face appointment.

Carley Hathaway10:06

Right.

Brandon Mulrenin10:07

So we can’t get into any type of convincing on the first call, otherwise we’re asking for objections, we’re asking for pushbacks. And now the dance starts. Because the other thing, and we’ll keep moving down the path Carley, the second thing is we never take the bait. So for most agents when they hear, “Listen Brandon, I’m never using an agent. We’re selling this thing on our own”. What do most agents try to do Carley?

Carley Hathaway10:33

Try to tell them that they’re kind of wrong or make them feel like they need us as agents.

Brandon Mulrenin10:38

Yeah. They try to use an objection handler, right?

Carley Hathaway10:41

Yeah.

Brandon Mulrenin10:41

And that’s fine. That’s fine. What we do is we stay agreeable and say, “Ren, I get it. Listen, if I was you and I was in Cincinnati, I try to sell this house on my own too. I’m with you. And I don’t care what the other agents are saying in the marketplace”. And so we stay agreeable, because again we’re just trying to get that face to face appointment. Does all that makes sense?

Carley Hathaway11:03

It makes sense. And it seems like it comes from a mindset place. So when I’m going into that call, my mindset is, I don’t want to sell their house. It’s I just want to get face to face.

Brandon Mulrenin11:10

That’s right. We’re not selling the house over the phone, because how many, Carley, listings have you or any agent taken on the first call in your career ever?

Carley Hathaway11:21

None. Never.

Brandon Mulrenin11:22

Zero.

Carley Hathaway11:24

Impossible.

Brandon Mulrenin11:24

Impossible. But what does every agent try to do? They try to get the listing on the first call because we’re addicted to instant gratification, aren’t we?

Carley Hathaway11:34

Yes, 100%.

Brandon Mulrenin11:35

And so I’m teaching something that’s completely the opposite which allows us… Our conversion on a first call appointment is like 70%.

Carley Hathaway11:46

Wow. That’s really, really good. Especially for those FSBOs because Ren what personality type are most FSBOs and so they’re hard to kind of convince?

Brandon Mulrenin11:57

Most are drivers.

Carley Hathaway11:58

Analytical.

Brandon Mulrenin12:00

Analytical drivers. Yeah, absolutely.

Ren Jones12:02

Yeah, there you go.

Carley Hathaway12:04

Yeah.

Brandon Mulrenin12:04

So that’s the first step. Go ahead Ren.

Ren Jones12:06

Yeah. Maybe you don’t worry about it until you get there. Do you inquire what they’re trying to accomplish when they sell it, where they’re going, et cetera et cetera? Or no?

Brandon Mulrenin12:16

Absolutely. So on that first call we talk about motivation, we get their goals, we get their timelines, we get all of that on the first call. But the goal is to end with that little role play that I just did with Carley with justifying their decision to sell on their own, asking them if they’d be open to looking at other options in the future if they can’t. And if they say yes, which most FSBOs do, we set that appointment, Ren, with the for sale by owner in a way to review our FSBO backup plan.

Ren Jones12:46

One more question. So if you ask them where they’re moving to, how soon they need to be there, which are two different questions, and you find they have to move and they have to move pretty quickly. Does that change anything?

Brandon Mulrenin12:59

Yeah, great question. So I know exactly where you’re going. So here’s what happens. So going back to the role play, Ren, that I did with Carley. I ask Carley, “Hey, if you can’t sell this thing in the next 30 days, would you be open to potentially looking at some other options?” She says, “Yes”. When we have a for sale by owner who has high, high motivation, the next thing that we do is we ask the for sale by owner we say, “Ren, well let me ask you this since I have you. If I showed you this plan, it made sense and it got you the money that you need. Is this something that you might consider now?”. And so they’ve already told us they’d be open to looking at other opportunities. Now we’re just asking you to see if they’re open to it now and after they’ve told us yes, they’d be like, “Yeah. I mean if it makes sense, certainly”. Because I follow that up with one of my favorite scripts ever. And I say, “Because listen Ren, you’re not going to do anything unless it makes sense. Am I right?”. And they always say, “Yes. They can’t help but say, “Yes”.

Carley Hathaway13:59

Yeah, that’s a good-

Ren Jones14:00

That’s a loaded question. There you go.

Carley Hathaway14:01

Yeah. Yeah.

Brandon Mulrenin14:02

And so they have to say yes to that, which them saying yes gets us to the appointment to review the plan today.

Carley Hathaway14:08

Mm-hmm. I love it. I thinks that a great-

Ren Jones14:11

Yeah. Because I was just thinking, you get one out of ten or one out six or whatever it may be that they have to move and they have to move right away. And I know that behavior’s dramatically different.

Brandon Mulrenin14:19

That’s right.

Carley Hathaway14:20

Mm-hmm. So let me ask you this. Let’s go back a little bit. You said you want to be one of the first voices they hear so you want them on the phones by 8:00 or 8:30. What is the new agent’s schedule leading up to that? Do they just get in office, hop on the phones? Or do you do little role play? Tell us what the schedule is and how important is it to stick to the daily schedule?

Brandon Mulrenin14:42

Yeah, the daily schedule is everything. What we say is you master the morning you master the day. So we want the agents up by 5:00, 5:30, 6:00 AM at the latest. We want them to wake up and sweat. They don’t need to be a fitness model, but they need to sweat. They’ve got to release the dopamine and the endorphins immediately in the morning. And then, Carley, I want them to take an ice cold shower. All the science proves that the ice cold shower helps with our mindset and our human biology. All my students in the beginning were like, “What is he talking about? Ice cold showers?”. Now they all do it. It will change your life, it will increase your health, increase your mindset, all of those things. Because listen, when we start prospecting we need the energy, we need the focus don’t we?

Carley Hathaway15:35

Mm-hmm.

Brandon Mulrenin15:35

Well, so we’ve got to sweat, then we take an ice cold shower, then we look at the business plan and our goals, and then we’re going with our role play partners for 30 minutes. No BS role playing. That means we don’t get on the phone and say, “Carley, how was your weekend?”. No, listen we’re practicing the for sale by owner objections. Go, go, go. And we’re on the phone 8:00 AM, 8:30 at the very, very, very latest.

Carley Hathaway16:05

Okay. I’ve never heard the ice cold shower.

Ren Jones16:05

Well I have because I do it. But I wanted to ask, do you go from hot to cold and then back? Or you just go straight and cold? Because I do hot to cold.

Brandon Mulrenin16:13

Yes.

Ren Jones16:14

Or are you just a hardcore Wim Hof guy?

Brandon Mulrenin16:18

So Ren knows about the Wim Hof strategy. Carley, you got to look it up.

Carley Hathaway16:21

Okay.

Brandon Mulrenin16:21

But no, now I’m at lukewarm and then I push as far as I can into pain, because that’s the key to becoming an ultra we real estate agent is how much pain you can withstand in your mind. So when I talk about mindset, Carley, think about the pain the ice cold shower gets you. So if you can wake up, win the battle of the bed every morning, work on your mindset, work on your skills. I mean you will do more before lunchtime than most realtors do in their career.

Ren Jones16:54

Hold up your right hand.

Brandon Mulrenin16:56

Oh my God. What are you doing to me Ren?

Ren Jones16:57

All right. So that the hand with the ring on it, is that an Oura?

Brandon Mulrenin17:00

I have an Oura ring, but that is not an Oura ring. But I do track all my sleep, yes.

Ren Jones17:08

All right. Okay. So I’ve got the same. I’ve got an Oura. I thought that was an Oura. Like, okay, we’re in the same club.

Brandon Mulrenin17:15

We are in the same club. I usually-

Carley Hathaway17:17

Okay, so tracking your sleep, taking freezing cold showers starting the day. I love it.

Brandon Mulrenin17:22

Well, hold on. Here’s the thing, Carley, listen. Hold on.

Carley Hathaway17:25

Yes.

Brandon Mulrenin17:25

You need to put this in the show, because this is what people need to see and here.

Ren Jones17:29

I mean, it gives you a readiness score. A Oura ring gives you a readiness score and it makes your day much more powerful. O-U-R-A ring.

Brandon Mulrenin17:37

Here’s the reality. The reality is this. We are in the human performance business. So nobody in our industry is talking about how to get good sleep. Everyone’s talking about the fancy script and no one’s talking about how do you kick care of your body and your mind so that when you end up on the phone you can speak with conviction and confidence. Nobody in our industry is talking about having air conditioned blankets. Exactly, right? People laugh.

Carley Hathaway18:07

It’s so interesting.

Brandon Mulrenin18:08

Well this is why you got millionaires and then you got a bunch of other people that don’t make any money.

Carley Hathaway18:12

Yeah.

Brandon Mulrenin18:12

Because the millionaires are doing the things that we’re talking about. Because everybody wants to know, “I want the sexy Lead Generation strategy. I want the sexy script. I want the shiny objects.” And no one’s talking about the Oura ring.

Carley Hathaway18:24

Mm-hmm.

Ren Jones18:24

That’s it.

Carley Hathaway18:27

Okay. Oura rings, cold showers. I’m into it you guys. This is going to change everything. I’m going to be such a more powerful agent when I’m on the phones.

Brandon Mulrenin18:35

Yes you are.

Carley Hathaway18:36

I’m a little scared of the cold showers, not going to lie. But I’m going to try.

Brandon Mulrenin18:40

Work your way into it. Colder and colder.

Ren Jones18:42

Just go back and forth, that’s all.

Carley Hathaway18:43

I’m excited.

Ren Jones18:43

Your mitochondria won’t like it at the beginning. But when you do it a few times, they get used to it.

Carley Hathaway18:49

Okay.

Brandon Mulrenin18:50

And because here’s how we relate it to the new agent, okay Carley?

Carley Hathaway18:54

Yep.

Brandon Mulrenin18:54

We start them off by making five to ten contacts a day, right?

Carley Hathaway18:58

Right.

Brandon Mulrenin18:58

It’s like how to boil a frog. You know that story, right?

Carley Hathaway19:00

Mm-hmm.

Brandon Mulrenin19:01

Well, it’s the same thing with the cold shower, it’s the same thing with prospecting. So we can’t get a new agent right into 40, 50 contacts a day, even though that’s where Ren and I want them to be.

Carley Hathaway19:11

Mm-hmm.

Brandon Mulrenin19:11

We’ve got to get them five, ten contacts a day. Then it’s 20, then it’s 30. So with the cold shower, think about this for a second, we’re going super deep. The further you can push yourself into pain, the colder that shower gets, the more mental toughness you’re building. Which is going to serve you when you start getting your ass beat on the phone and you start getting rejected on the phone, you can withstand the pain, which is what we need to do. Would you agree?

Carley Hathaway19:39

I 100% agree. I feel like I’m going to be a Navy seal after this call. I love it.

Brandon Mulrenin19:42

That’s the goal.

Carley Hathaway19:42

Yeah, 100%. I love it. It’s so good. Okay.

Brandon Mulrenin19:46

You didn’t know this is going to be a coaching session, did you Carley?

Carley Hathaway19:49

I love a coaching session. I can be coached every day, all day. I love it. Okay, so you have your agents sweat, take freezing cold showers, role play aggressively, get on the phones. Do you have an example of say a new agent that has followed your plan to a T and it’s actually working.

Brandon Mulrenin20:08

Yes. So everyone can go watch, I interviewed her on my YouTube channel last week. She tells all of this so I’m not telling you anything that she didn’t tell you in the interview.

Carley Hathaway20:17

Mm-hmm.

Brandon Mulrenin20:17

She went through a divorce, filed bankruptcy, and lost her business. When I met her in November 2020, she had $12 to her name. $12. I started working with her, in her first 30 days she got 12 listings and made $50,000 in real estate commissions doing exactly what we’re talking about. Because what I teach and what I do is the exact opposite of how we all grew up in the industry and what’s being taught today because the consumer is more sophisticated and more high level and has higher skills than most new agents. So we have to change the way we approach the consumer.

Ren Jones20:59

That was just last year. So last year she’s broke, she learned a few thoughts and the approach from you, and then she did it and she picked up 12 listings and 50 grand real quick.

Brandon Mulrenin21:12

January she took 12 listings. In February she made 50k. I just had a coaching call with her in March, she’s going to do nine or ten listings, and she has seven that are going to close in March as well.

Ren Jones21:26

So that’s this year. Okay, so it’s all happening this year.

Brandon Mulrenin21:32

Yeah.

Ren Jones21:32

Okay.

Carley Hathaway21:32

And those are all FSBOs or expireds as well?

Brandon Mulrenin21:32

She doesn’t call expireds yet. This is all FSBO. She’s in Texas, she’s got tons of FSBOs, she’s all FSBOs. She’s working one source at a time, mastering that source.

Ren Jones21:40

Wow.

Carley Hathaway21:40

How exciting. That’s just amazing. From $12 to $50,000 in a month. I love it.

Brandon Mulrenin21:46

Yep.

Carley Hathaway21:47

That’s amazing.

Ren Jones21:47

That is just-

Carley Hathaway21:49

What we can do is just limitless, you know?

Brandon Mulrenin21:51

That’s right. That’s right.

Carley Hathaway21:52

Mm-hmm.

Brandon Mulrenin21:52

So let’s talk about step two. So we talked about that initial phone call, Ren. We talked about how do we set the appointment, how do we position ourselves to get the prospect to be open to meeting? Now we’re at the meeting, so I’ll kind of walk you guys through what that meeting looks like. So we get to the property, we’re touring the property, we’re taking copious notes, we’re giving the seller feedback, we’re asking questions about their motivation, we’re talking about all of those different things during the tour. Really what we’re doing is we’re trying to connect with the human because we’re in a human to human business, and so that’s the goal. Then we get into the Zillow ad review. Most people aren’t doing that at the appointment. So we’re reviewing the ad, the Zillow ad, with the FSBO and we’re coaching them on their Zillow ad and on their marketing strategy, and we’re coaching the seller.

Carley Hathaway22:44

Mm-hmm.

Brandon Mulrenin22:44

Then we get into our FSBO CMA presentation, then we do a for sale by owner value proposition presentation, followed by our FSBO backup plan. And that’s kind of my step by step, face to face FSBO preview appointment strategy.

Carley Hathaway22:59

It sounds awesome. And you know what I like is when you’re talking to them about their Zillow ad or however they’re advertising it, you’re probably being gentle and boosting their ego a little bit to help build that relationship even more.

Brandon Mulrenin23:11

Well yeah, because again, this whole thing that I do that now I teach agents all over the world is coming from a place of contribution, which humans are not used to generally speaking. Especially a FSBO. They’re just getting their heads kicked in with every Tom, Dick and Harry realtor pressuring them using all kinds of hardcore selling techniques to tell them how stupid they are. So they’re not used to being served by a real estate professional. They’re not used to that so they really like it. So when we come from that position they’re like open arms. And here’s the key. Two things occur. One, we get the buy side transaction out of the FSBOs lots of times. And two, when they can’t sell on their own, which in a market like this the argument is, “Well, they’re all selling on their own”. It’s not always like that, as Ren knows, we are the obvious choice if they can’t sell their house on their own. They just call us up, “You know what? You’re right. We’re ready to list. Can you come list the home?”. And we’re just getting come list me calls all the time.

Carley Hathaway24:13

Okay.

Brandon Mulrenin24:14

So that’s that face to face appointment, which then leads us into step three. But if you guys have any questions about that, I’d be happy to answer those.

Carley Hathaway24:21

So when you’re doing the face to face, is your goal to get a contract signed or is it-

Brandon Mulrenin24:26

Absolutely not.

Carley Hathaway24:26

Okay, it’s to get them to come back.

Brandon Mulrenin24:28

Absolutely not. We don’t go bait and switch. We’re not talking about we’ve got a buyer, let me come to the house, and then we get there and then, “Oh, nevermind. Everything I said was BS. Let me try to sell you on listing your home now”. No, no, no.

Carley Hathaway24:39

Okay. It’s strictly coming in contribution.

Brandon Mulrenin24:41

Because I believe the face to face appointment, Carley, is the beginning of the interview process and the lead follow up process. Because now when I’m following up with the first sale by owner, which is step three, anybody that goes after FSBOs know it’s all about the follow up, right?

Carley Hathaway25:00

Yes.

Brandon Mulrenin25:00

And now as I call a FSBO, Carley, I’ve had this interaction with them, we’ve had a face to face appointment. Versus all my competition that have no relationship, keep trying to pressure them. So we have good dialogue through step three, which is my FSBO follow up strategy. And so we have an aggressive follow up strategy. And so I’ll walk the audience through that. Ren, do you have a question on that real quick?

Ren Jones25:24

No, go for it.

Brandon Mulrenin25:26

So Mondays we call all of our FSBOs that are in our pipeline. Tuesdays we are sending them out a piece of direct mail, so they get a letter for eight weeks, eight pieces of direct mail over eight weeks. Wednesday they get our FSBO email. Thursday we do a Facebook custom audience so that FSBO’s seeing our message, seeing our video, seeing our face in their Facebook, Instagram feeds.

Carley Hathaway25:53

Mm-hmm.

Brandon Mulrenin25:54

Every Friday we do a text message, and then we offer to do open houses for them on Saturday.

Carley Hathaway26:00

Oh.

Brandon Mulrenin26:01

So we’re touching them six times a week, all serving them. So it’s no surprise we act as their agent Ren before they think they need one, so when the day comes where they need to hire an agent-

Ren Jones26:13

I love it, yeah. I love it, yeah.

Brandon Mulrenin26:13

Who do you think it’s the business every time?

Ren Jones26:15

Yeah.

Carley Hathaway26:15

Of course. Yeah.

Brandon Mulrenin26:16

Ding, ding, ding, ding, ding, ding, ding. It’s a no-brainer.

Carley Hathaway26:19

On the Friday text, what does the text say?

Brandon Mulrenin26:21

The text always says, “Hey, Carley, Brandon here with Brookstone. Hey, wishing you best of luck this weekend. If something pops up, you need a contract, you have a question about an offer, be happy to be a second set of eyes for you. I’ll be here all weekend for you if you need anything”.

Carley Hathaway26:33

I absolutely love that. Like you’re just, “Hey, I’m he here to help if you need it”. That’s great. I love it.

Brandon Mulrenin26:40

I’m serving you.

Carley Hathaway26:41

Yeah.

Brandon Mulrenin26:41

I’m acting as your agent before I’m your agent.

Carley Hathaway26:45

Yeah. Yeah. I love it. This is such, such a great strategy.

Brandon Mulrenin26:49

Thank you. It’s worked really well.

Carley Hathaway26:51

Yeah. Well I could see that’s why what do you have? 70%?

Brandon Mulrenin26:52

Yep.

Carley Hathaway26:52

I love it. Good. So three steps-

Ren Jones26:52

This is fantastic stuff.

Carley Hathaway26:57

I know. The first phone call, face to face, and then lead follow up. You make it seem so easy.

Brandon Mulrenin27:05

Yep. Well, I think it starts with the mindset because the agents they have this instant gratification mindset. They want to work out, Carley, one time and walk out of the gym with a six pack. It doesn’t work that way, does it?

Carley Hathaway27:19

No.

Brandon Mulrenin27:20

And they want to prospect, they want to make one call, get one listing, and get one commission check all in the same day. Or our business has to be a delayed gratification business. We don’t get paid for 90 days for the work that we do today and so it all starts with the mind first controls our actions and our attitude, especially with this strategy. Because I bet you the people watching this and watching the replay, as soon as I said, “Go out there and support the FSBO to sell on their own”, they’re all like, “What in the world?”. But now they see, if they stayed in there and watched 10 minutes of content, they say, “Holy crap, that just changed my entire paradigm shift on real estate”.

Carley Hathaway28:04

100%. It’s so cool.

Ren Jones28:05

So many valuable points here. How many times do agents make for sale by owners wrong? I mean if you just stop doing that, you know?

Brandon Mulrenin28:15

That’s right.

Carley Hathaway28:15

Mm-hmm.

Ren Jones28:19

It’s not going to get anywhere. You win the battle and lose the war, you know?

Carley Hathaway28:21

Yeah.

Brandon Mulrenin28:22

That’s right.

Carley Hathaway28:23

I have really loved diving deep into FSBOs, because I’m more of an expired person, but I’m definitely going to try this and I’m so excited. I’m going to re-watch it a few times. I’m sure all of our audience will too.

Ren Jones28:32

Yeah, and agents don’t go near them because they think for sale by owners don’t want to pay a commission. And I love that because then you can go get the listing.

Brandon Mulrenin28:42

That’s right.

Carley Hathaway28:42

Yeah. Yeah. Yeah.

Ren Jones28:43

This has been fantastic. I mean folks, just use the copycat principle. Just try this, it’ll work. So I’m excited about that.

Carley Hathaway28:52

Yeah.

Ren Jones28:53

I want to thank you for being here and I want to thank everybody for joining us. And I know, Brandon, like I said earlier, be ready. A whole bunch of people are going to reach out to you with questions.

Brandon Mulrenin29:02

No problem.

Ren Jones29:03

It just happens.

Brandon Mulrenin29:04

I’d be happy to help. I’d be happy to help.

Ren Jones29:07

Good.

Carley Hathaway29:07

Brandon, how can people reach you for either referrals or for help?

Brandon Mulrenin29:11

Yeah. I mean you can go find me on Instagram or YouTube at Brandon Mulrenin, or you can go to my website, reverseselling.com. So go to my website or you can find me on YouTube or Instagram.

Ren Jones29:23

Wonderful. So everybody, if you’re watching on Vulcan7 and you want to get involved with the Lead Gen Facebook group that simulcast the show, they’re at facebook.com/groups/gotobjections. And finally, if you’re watching on Facebook and you’re not yet involved with Vulcan7, hard to believe, make sure to sign up at vulcan7.com/leadgen for a special deal. And really the secret, it’s not the Oura ring, it’s not the cold showers, it’s not the for sale by owners. The secret Brandon Mulrenin has is at noon, when he’s done with all the work from the morning and his cold shower, he goes to the freezer and gets out the delicious Graeters Mint Chocolate Chip. This is the one you want for listing. The Mint Chocolate Chip is for taking for sale by owners especially. If you’re looking to work with buyers, that is as we know, Rocky Road. And if the listing is flow to sell, bigger hole in the front yard, bury it upside down and that listing will sell just like that. I appreciate everybody being here. I want to thank you and we’ll see everybody next week.

Brandon Mulrenin30:34

See you guys.

Carley Hathaway30:34

Thanks everybody. Thanks Brandon.

Brandon Mulrenin30:35

No problem. See you guys.

Carley Hathaway30:37

Bye.

Ren Jones30:37

Thanks everybody.

30:37