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Super Agent: Real Estate Success At The Highest Level

ISBN: 978-1-118-83425-1
264 pages
April 2014
Super Agent: Real Estate Success At The Highest Level (1118834259) cover image

Description

Reading Super Agent is like spending a day with two of the most successful real estate agents in America. Joseph and JoAnn Callaway sell 300 to 500 high-end homes per year. Now they share the secrets of their incredible success. Based on those Callaways’ core concepts of honesty, competence, and caring, Super Agent is filled with practical, money-making advice that will turn beginner and veteran real estate agent alike into a Super Agent.

Every chapter is a lesson in the fundamentals of listing and selling more real, including:

  • The five superpowers that make you a super agent
  • The secrets of super time management, how best to use assistants, and how to run a super team
  • The two quick fixes that can double your income overnight without so much as one new client

With tested tips and tactics and a unique and positive approach, Super Agent will inspire and propel you to build a steady stream of buyers and sellers, get more listings, and close more deals.

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Table of Contents

Acknowledgments xxi

Authors’ Note xxiii

I Be a Super Agent 1

1 Who Wants to Be a Super Agent? 3

—You do. Double your income then double it again.

2 The Five Super Powers of a Super Agent 13

—Putting your clients first, motivating yourself and others, communication, professionalism, and accountability.

3 Starting Out Fast 23

—Cash that first commission check sooner than later.

4 Keep Your Golden Ticket 33

—Don’t lose your license. Five magic rules to stay ethical, legal and reputable.

5 Everything You Need to Know about Working with Buyers 41

—The empowered client, showing property and hot buttons.

6 Everything You Need to Know about Working with Sellers 51

—Getting the listing, the magic question, and getting it sold.

7 The ABCs of Making a Deal 61

—The Art of reasonableness, the Business of winning, and Countering every time.

8 Contract to Closing 71

—Keep your deal while others are losing theirs.

9 Keeping Your Client after the Sale 79

—Wow. This is better than social security.

II Super Lead Generation 89

10 A Steady Stream of Buyers and Sellers 91

—Guaranteeing your business success rain or shine.

11 Prospecting 101

—How to get a new client before noon.

12 Open Houses 109

—The ultimate form of prospecting.

13 Marketing 121

—Making the phone ring.

14 Farming 129

—The ultimate form of marketing.

15 Being Digital 141

—Everything you should know about digital marketing, video, and social media.

16 Branding 149

—Make yourself famous at every kitchen table.

III Super Time Management 159

17 Time Is More Than Money 161

—Getting the most out of your most valuable asset.

18 Allies, Affiliates, and Vendors 169

—No one succeeds alone.

19 Getting Help 179

—Mission statements, systems, and when to delegate.

20 Partnering with Another Agent 187

—Singles may succeed but duos can be daring.

21 Teaming Up 197

—Join a team or build one yourself.

22 The Super Team 205

—Client ownership, cutting the cord, and selling the handoff.

23 A Super Life 219

—It is yours for the asking.

Appendix A Doing the Most Good: The Salvation Army 227

Appendix B Real Estate Wednesdays 229

Contact www.ClientsFirstBook.com 231

Contact www.ThoseCallaways.com 232

Contact www.SuperAgentBook.com 233

About the Authors 235

Index 237

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Author Information

JOSEPH and JOANN CALLAWAY exceeded $1 billion in real estate sales in their first ten years, a feat never before achieved. They have sold over 5,000 homes and speak to groups from coast to coast. The Callaways also co-authored the New York Times bestseller, Clients First.

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Press Release

May 01, 2014
Real Estate’s New Reality: Super Agent Reveals Strategies for Success in the Age of the Empowered Consumer

Up until very recently, the real estate model could have been summed up as “empowered agents, dependent consumers.” The MLS was everything, and agents were the gatekeepers. But then came the Information Age, and the gates weren’t just blown open, they were torn off their hinges. Today, anyone who wishes to can sit at home at 2 a.m. and research homes in any area of the country. Consumers have seized the power…and as a result, an entire industry is struggling to reinvent itself.

Joseph and JoAnn Callaway are leading that charge—and their new book, Super Agent: Real Estate Success at the Highest Level (Wiley, 2014, ISBN: 978-1-118-83425-1, $25.00, www.superagentbook.com), explains why their service-centric paradigm shift is the only way brokers and agents can survive this industry sea change.

“Our industry has moved from directing the client to serving them,” says JoAnn. “Since we’re no longer the holders of proprietary information, what are we? What is our value proposition now? Well, we’re trusted advisors. We’re truth tellers. We’re nurturers. Agents have always served, of course, but as our book explains, we must now serve at a higher level.

“We must put the client’s needs at the center of everything,” she adds. “This isn’t just a matter of agent behavior changing; the real estate firm itself has to change. Everyone you hire, everyone you partner with, every system, every process—it all has to be set up in a way that ensures the client has the best possible experience in every interaction.”

Super Agent serves as a blueprint for how to structure and run the real estate firm of the 21st century. And the framework it describes is validated by the success of the authors’ own firm, Those Callaways, which sells 300 to 500 high-end homes per year.       

Of course, as the title conveys, it’s not just a book for owners. Super Agent is for anyone at any level in real estate who wants to operationalize the “service above all else” mindset from which all good things flow: customer happiness, return business, prosperity. (It’s the kind of book that may even convince college students and grads to choose real estate as a career, and dissatisfied office drudges to switch fields.)

Based on Those Callaways’ core concepts of honesty, competence, and caring, the book is filled with practical, doable, rewarding, and ultimately money-making advice that will turn beginner and veteran real estate agents alike into super agents.           

Every chapter is a lesson in the fundamentals of listing and selling more real estate—practices and habits that must become automatic if you’re to succeed. For example:

  • How to structure your firm’s daily operations to provide optimal client service
  • Tactics for creating a “super team” that approaches transactions from the client’s viewpoint (very different from the traditional model, which fosters dependency on the agent)
  • The five superpowers that make you a super agent
  • “Old school” tactics (like answering the phone instead of letting voice mail get it and handing out business cards) that help you thrive in a brave new real estate market
  • The secrets of super time management
  • How best to use assistants (just don’t call them that!)  
  • Smart ways to leverage allies, affiliates, and vendors
  • The two quick fixes that can double your income overnight without so much as one new client
  • Tips, myths, and secrets of super lead generation, including the ultimate form of prospecting and the ultimate form of marketing
  • Tricks for keeping your client after the sale
  • Five rules to keep you out of legal trouble
  • And much more

Super Agent will inspire and propel you to build a steady stream of buyers and sellers, get more listings, and close more deals. But even better, it will shift your perspective on what a privilege it is to work in this field.

“If there’s one truth that I hope shines through, it’s that real estate is not just a profession but a way of life,” says Joseph. “Our field has virtually no barriers to entry or to success—the only thing that can keep you from being a super agent is your own attitude. And there are also no limits on what you can achieve.

“The best part, though, is the opportunity to serve,” he adds. “When you approach real estate in the way we describe in this book, it changes you. It’s not just about all the great people you get to meet; it’s about the daily transformative practice of putting others’ needs ahead of your own. It’s just a richer way of living. It has made us who we are.”

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