E13 Final Audio (Final Audio)
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Intro: [00:00:00] Welcome back to the Effortless Closing Podcast. I am so excited to have you here today because I have one of my amazing agents from my ECM coaching programs. If you don't know, my ECM is Effortless Closing Machine where I teach real estate agents how to build their business effortlessly and make. All their efforts work in half the time.
So Hina joined me today and I am digging deep because I am so proud of Hina. She actually finished the whole course already and is all done, but I felt that her, , client profile niche and unique value were too broad. They weren't specific enough. So I'm bringing her on today. So you get to listen to. Us having our conversation of how to get deeper, how to get more clarity with her.
And it's just such a great call. I hope you truly enjoy it. Make sure you subscribe. If you're listening to YouTube, make sure you follow and subscribe on my YouTube channel or wherever you're listening to this podcast and make sure that you subscribe and not miss any new notification. Cause we have great [00:01:00] content coming out.
All right, let's get into this week's episode.
Podcast Intro: In my third year of real estate, I went from being a struggling solo agent to becoming a top 1 percent agent in the United States, earning over half a million dollars annually without a team or burnout. This podcast is your go to resource for learning how to close deals effortlessly, build a thriving real estate business, and turn all your efforts into real results in half the time.
My name is Christina. I am the effortless closing coach and welcome to the effortless. Closing podcast.
Christina: Okay. Welcome everybody. So,
Hina, I'm excited to have you. So today on the call, we're doing a really fun coaching call. So this is going to be diving deep into your niche, your ICA, your unique value, everything we're doing inside the course. She's actually inside of ECM foundations, which is our self study.
She's actually already completed the course, [00:02:00] which is awesome. And now we're really getting refined and really getting deep because we want to make sure that this build aspect that we do
is really, really specific
so that we know who we're talking to, who we see so when they show up,
you're like,
"that's my person,
that's my person,
that's not my person."
So in today's call, we are going to get really, really deep. I'm going to ask her a ton of questions. And this is free flow. I have no list of questions to ask her and she has no answers prepared. We're just going to have a conversation and I'm going to coach her through this time together so that we can get really, really deep.
Okay. So I am ready. Let's get started. Let's start with your ICA. Okay, I know you had a general ICA that you already kind of built out inside of ECM Foundation. Let's start with that. And then let's start refining that and making it more clear. So go ahead and give me that again. Okay.
Hina: So, at first you asked the question, like what is the gender you like to work [00:03:00] with?
So mainly I like to work with men because my ICA is more based on
a specific culture. So with this cultural background, mostly men are the one who make decisions. It's kind of a little bit opposite here it's women mostly make decisions. But in that culture where I want to work with, these men are the ones who make decisions.
They take their wives with them to just show them around, but the final decision maker will be
the male,
the man in the house.
Christina: Yeah. Do you want to mention the culture or do you want to keep that, you know, quiet? It's up to you if you want to talk about the culture. No, yes. So definitely.
Hina: So it is more of like Middle Eastern, South Asian culture where so many countries like India, Pakistan, Bangladesh and then Dubai, Abu Dhabi. You name it, like all that Middle Eastern, [00:04:00]
South Eastern side of the culture I'm talking about because I am from that culture and I know their values and the language and everything.
Christina: okay. Awesome. And I like that. Now let me ask you another question. This is where a lot of agents really struggle. Do you have a lot of those cultures where you live? Yes, I do.
Hina: It's literally so many that it seems like the other people are actually leaving. The white people are leaving.
Christina: Okay. And that reason I asked that is I will have agents who come to me and we'll do one on one coaching
we'll do other things and they'll be like,
"I want these people."
And then I'm like,
"Do they exist in your market?"
No, it's like, then you can't have those people. Yeah, exactly.
Hina: No, I actually started it because my 99% clientele are those people. And I did not even have a slightest clue to only to have the ICA, the concept of this thing.
You literally [00:05:00] opened my mindset. You shifted my, like my set, I am just, I can't even. Tell you how much you helped me. You even don't know how much you helped me. Aw, thank you. It changed my life, I'm telling you. I
Christina: remember our first call when you weren't sure about coming into the program and you were like, I don't know, like I need to do something.
And I'm like, I promise you, if you just come in and you just go through and find these elements and we're still refining, like, like wait until at the end of this call, you're going to, your mind's going to be blown because you're going to be like, "Oh my God. I know exactly who I'm talking to."
And when you know who you're talking to,
the messaging can be so clear.
And when the messaging is clear,
like I told you last time,
I get people I talked to three years ago who come back to me and say,
"do you still do this?"
And I'm like, "yeah", they're like,
"will you help me?" It's like, "yeah", like it's super clear. So awe thank you. I love that. Okay. So I love that you want to work with men.
I have worked with a lot of those cultures as well. And so what I found when I work with them is the woman finds me,
the woman [00:06:00] engages me, and then the men work with me. But the way it is in some cultures, the women are not allowed to be in the family room talking business. So what a lot of the men will do with me
is I'm in the kitchen with the women they're preparing snacks and drinks and whatever. And I'm, I know kind of, because I've done it so many times now, I'll stay with them and I wait. And then the husband of the person I'm working with, usually there's a couple men in there, he'll come in and he goes, "okay, you guys are done.
Bring the snacks and leave." And the women leave. And now I'm a man and it's like, Christina, come in now, come sit into the room. And then I shift how I talk. I shift how I work because the women I'm more like womanly and then the men I come in and I'm like, okay, are we ready to get to business? Do you have any questions beforehand?
My tonality changes the way I speak changes because now I'm in the man's room. They want to work with me because they know I can do it, but I have to also respect their culture. So I love that that's where you want to work with. But I do want to ask, do you feel like the women are going to find you? Or do you feel the men are going to [00:07:00] find you?
Hina: So it is kind of half and half literally yesterday. I received a call from a woman. I had listed a business and so she wanted to buy that business, but then her husband went and saw like the showing was with the husband, but the wife found me on realtor.ca and then she contacted me.
So I am constantly in touch with wife, she's sending me the ID and the information and everything. My communication is mostly with her, but the decision makers and the, and the money makers and the showing part and the manly part is , on them, but it is absolutely right. You like the, the thing which I noticed with you is that.
The people are doing things, but they don't know what they are doing, but you open their eyes and now they know what they are doing. It's just, you are too good. And I am so blessed that I found you.
Christina: Oh, thank you. Okay, cool. So. The [00:08:00] reason I want to be clear on the women versus the men, when we're talking in our messaging, like I said, I walk into the family room with the men, my tone changes, my words change, my pace changes, right?
I'm a little bit more stern, a little bit faster, so if we are talking to women, to get women to come to us, to want to start the relationship, We need to be a little bit more casual or a little bit different conversation, the way we talk, the flow, even in our messaging, like we're gonna be a little bit more storytelling, like, " hey, I know how hard it is
when you have three kids and you're trying to make a move and you're trying to go from this neighborhood to another neighborhood, you have school,
you have after school stuff,
you have language, you have all this other stuff you're doing. Let me make it easier."
Where a man, they may not be the ones who say, especially in those cultures, they're gonna say, I do all that stuff.
The man's working, they're busy, they want to get to the point, they want to know what's going on. So the conversation with the man in messaging would be
"are you struggling [00:09:00] right now to get into the home that you want? Do you want a bigger home? Do you want to have that entertaining space? Let's find it for you."
Do you see how they're like two different? So would you say that you want to market to the women or do you want to market to the men?
Hina: Yeah, that is really good question. And if I'm thinking so I can't do for both, right? Like it has to be one.
Christina: So you can always change it. But what I have found for me personally.
The women always find me, always. It doesn't matter the culture. I work with a lot of clients from India, from China, sometimes like if they don't have a wife, the man will find me, but typically the woman will find me. Women will find
Hina: me, yes. And then the men engage me. Okay, so let's do the, the women part, like for advertisement, because they are the one who usually find me.
Christina: Okay, so we're going to mark that. Okay, so now when you're looking at your ICA, We're going to start now instead of saying it's this, it's going to be a woman. Okay. Okay. Don't worry the fact that you're working with a [00:10:00] man later on. We have to remember this is the final before the final. This is what makes everything work.
If you don't know who you're speaking to or who's going to find you or who's watching you and you're not speaking to them, you're not going to be heard. So we're going to say women. Okay. Okay. So we're going to do a woman. Now let's figure out a little bit more on Age, but before I get to age, because age, I could say age and a lot of people give me their range.
But then when we start going down to some more questions, it changes. So let's kind of go with another question first. Are you doing buying and selling at the same time? Are you going to work with just buyers or just sellers?
Hina: So I'm kind of doing both for now.
Christina: Okay, so are you doing buying and selling meaning they're going to sell their house and buy a new one with you?
Yes. Perfect. Okay. Give me a second. And the reason I ask that is because this is going to dictate our age and what's happening. Let me ask you, if they're buying and selling, are they coming up in this kind of. Goes into our niche a little bit but unfortunately, I [00:11:00] tell everybody the niche and ICA are so entwined that they have to be right.
They just need to fit. So if they're buying and selling, are you working with somebody who's usually in a neighborhood that's first time home buyers and they want to go into a buyup neighborhood or are they in a more established neighborhood and now they want to get to the luxury neighborhood?
What is your idea on where they're coming from and where they're going?
Hina: So my the, the little bit like experience I have is that they already like long time ago, they bought the house. Now it is fully paid, no mortgage on it. And now they want to move on with the luxury market. And they are not the first time home buyers I'm not working with those kinds of clients.
Christina: We're not doing the first the first home. So we're in a established neighborhood. Yes. Established neighborhood. Yes. Exactly. So we're in established neighborhoods. So here's the way I look at established neighborhoods because a lot of people ask me this question. Okay, so where [00:12:00] I live in Silicon Valley, they're small.
Like people are just like baffled by the fact that a 1,700 square foot home on a 6,000 square foot lot. It's $3 million dollars, but it is so like, so we do have bigger homes that gets you in certain areas that can be $5 - $10 million, you know, goes up in there. But sometimes in most of the areas, I will say the first homes or the more established homes are typically smaller.
And then they want to go to the luxury homes, depending on how you see luxury. Luxury can be a bigger home, right? Maybe on more land. Some people see luxury as, and this is where we're gonna define that in a minute, but some people see luxury as, oh, that $10 million resort style home with a bowling alley and a basketball court and a whatever,
but I don't see luxury as that.
For me, luxury is that $4 million home, right? Luxury is that next level from where my clients are going to, to them and their eyes, that's luxury. So we'll define your [00:13:00] luxury in a minute. But when you're looking at your established homes. Are they going to be in good school districts or are they in okay school districts?
What does that look like for the established home that they're going to sell?
Hina: So it is a good school district. All right. Okay. Yeah. And like kind of, house which is built. Old house. So because they bought it long time ago. It is mature, mature trees there and well established and old home and now they want to move into kind of new stuff.
Christina: Okay, so that's different. Okay, so we're looking at a distinction of someone going from an older home to a newer home in your area, the bigger, the bigger is it? Okay, so let's be clear on this. Is it a bigger home? Or is it a newer home? So I'll give you an example. Brentwood, Tennessee. You can go out there and you can find homes and you can actually get a pretty big home, right?
So like, if nobody knows yet, I'm [00:14:00] moving to Brentwood, Tennessee here in a few months. But like, yeah, so like we are looking at homes that are
4,800 square feet. Right? Okay, but we're looking at really older homes because I want to gut it and I want to make it the home I want. Or I can get a new construction home, but I'm looking at like $2 million to $2.5.
So are we doing a new build, like a newer build? Are we looking at a bigger home that they can do something with? I mean, we have to get really clear on this. So what is it do you think they want? So they want a newer home. They don't want old
Hina: home anymore.
Christina: Okay. so do we have areas in your market where there's the established homes.
They have the good schools already. It's an older neighborhood, mature trees. Is there a neighborhood like that where these people are now going to a new neighborhood with newer homes? Do you have those neighborhoods? Yeah.
Hina: Now new, new neighborhood and new homes, because these are already done and they are not having more new [00:15:00] construction in those areas.
Christina: Okay. So it'd be like a, it's a new homes and a new area. How are the schools in the new area?
Hina: Schools are good, schools are good the houses they are looking for, the big houses are in the good neighborhood.
Christina: Okay.
Okay, good. And the reason I'm asking schools, cause some people listening are like, why does she keep mentioning schools? Because we're going to get down to, do your clients have kids? So we're going to ask that question in a minute, but I want to make sure, because There are people who do ICAs where they're like your ideal client and they say well they going from good schools And then when they go to newer homes, the schools aren't great.
Well, then that's a problem if they have young kids and schools are important, they're not gonna go to those neighborhoods. So that doesn't make sense. So if the schools are still good, they're new homes, newer areas. What's the price difference typically if you're going from an established neighborhood to the new homes?
Hina: Price difference is kind of high because they're the established old homes. If you say it will go, his house, I'm just giving you an example. If his house, [00:16:00] we can sell it in $800,000. Then if the new buyer will be minimum $1.2 million.
Christina: So
Hina: this is the range, price range.
Christina: Okay, good. And that's not too bad because sometimes some people will say, $800,000 or $400,000 and we're going to go to $2 million.
most buyers cannot make a jump like that unless they have stock or something vested or like I had a client who got a special job at Snapchat and they gave him a $2 million bonus. He was like, Oh, I'm well, like I'm upgrade. Like he had the money. That is really rare. Like really rare. Yeah. Oh yeah.
Your spread from
$800,000 - $1.2 is very realistic. I think that's good. And I like that. So that's where we'll keep that. And I like the fact too, that we're increasing in price because I know we've talked about this, but I'm gonna let the viewers listen to this as well. The reason I teach, what I teach is to be effortless, but it's also to grow your price point
and to grow your commission percentage. [00:17:00] Now if we are just looking at homes at $800,000 and you help them just do maybe a different area for $900,000 or you're going down, which sometimes happens, we want to be understanding that we want to keep raising up our average sales price over time. So I think $1.2 is great. And then after you run this for a while, I hope you'll stay inside my coaching and stuff because I'm going to encourage you. Let's now help those people in that $1.2 area or wherever we need to find new ones if those aren't selling as much and get you into the $2 million, right? Now $2 million at 4.5% is huge. So this is where the progression goes. So I love this. Okay. So now we know where they're coming from an established neighborhood. They're going to new homes, both have good schools. Are we working with families that have kids? Yes. Yes. Tell me a little bit about the
Hina: kids. So mostly it is like, three kids.
So two sons, one daughter, or just two sons. So like two and three. This is the range [00:18:00] of the kids nowadays.
And so yeah, they have kids and so yeah, that's So the age range is like from 45 to 55 range I had.
And then, so the kids the oldest one is now entering into the University of Waterloo. Which is, so we have in Waterloo two universities and one big college. So. So people want to move into that area where it is close to their kids university and then they can just from their old mature neighborhood, they are moving it to the new place.
And so around the university, there are really new constructions, new built, pre construction, these kind of houses are available.
Christina: Okay, so we're not looking at young kids. We are looking at somebody who already has older kids and they're starting to get into university. This changes a little bit. Okay.
So let's backtrack a little bit here. Now. [00:19:00]
Hina: No,
Christina: no, no. So once that.
Hina: Go
Christina: ahead.
Hina: I want to make it clear. Yeah. So the culture I'm talking about, one kid is going to the university and the youngest one is maybe a year old. So this
Christina: is like, okay. So it's a, bigger spread
Hina: Yeah, yeah, it's not in the other culture.
This is just this cultural thing. They have a kid has like an age difference. So I have a client. He had five children and the oldest one was like a, old kid and the youngest one was literally like a year
okay,
Christina: so does I know you're still newer and I know you're still working and figuring this out. Do you find that you're going to find a lot of people like this? Because personally, I don't tend to see a lot of this. Like I have some friends actually live in my, on my street. And their daughter is 13 and they just had a baby like, but that was like an oopsie baby.
It was not a planned baby. But like I don't typically see a big, big [00:20:00] spread. And the reason I ask is because now we're kind of focusing on two different avenues. If these people are moving into new homes, into a university area and everything, even though the schools are still good, that's a different atmosphere.
And if they have little kids, they may not want to be doing that because university towns or university areas they're not as favorable to younger kids. So like when I used to live in San Francisco, I could never imagine having children in San Francisco.
Like getting on the bus, getting on the Muni, you know, traveling everything around, you walked everywhere, like, you know, and it was so, steps all over, like it was really hard. I know people do it, but like, it's not typically people say, I'm going to move to the city and have children. It's usually like, I'm in the city, I had children, now I want to move out.
So do you feel like that they're going to be doing that with the new homes if they have a younger kid or are we focusing more on the the buyers and sellers who have maybe a younger one, but they're not that young. Maybe they're like in junior high or high school and it's okay to be moving to a college area.
Yeah. [00:21:00] And this is going to morph and change. So as you start working with more people, so Ryan, who graduated the cohort a couple cohorts ago, she was so funny. She messaged me and she's like,
"I don't want to ever do this one again. It was horrible."
And I was like,
"okay, put it on your list."
Like she thought she wanted clients like this based on her ideal client. And then as she started working with them, she was like, that's not what I want. Like that's not what I thought it was. So, as you go through this, you might realize, well, wait a minute. They don't have any younger kids. They're moving to these new homes in this college town in this area.
And it may not be a college town. It's probably more within the city. But in this college area, because the kids are already older, it makes it easier. They like it. They're closer to the kids. Like all sorts of stuff happens. You'll start seeing that that dynamic changes. So we'll play with that as you go.
But for now, we'll say they're moving up to the new home. The other thing is, maybe they aren't in the university area. Maybe it's just newer homes so we can see how that one [00:22:00] plays out as well so maybe it's just going to be more of They're just looking for those new homes In a certain area with good schools because they like that so we can play and see how that works. Okay, so they have two to three kids I'm gonna say right now the ages then are probably gonna be like 15 to 18 Years old for the kids.
Okay. Which is, which is more established. So we have I'm just going through my notes and seeing okay, so we have women are gonna be the ones 45 to 55 in the cultures you're working in. Do you find that they have children earlier? Do you think they're young age?
Yeah, 45
Hina: to 55. Usually they are grandparents now.
Christina: Yes, I think that's why I was thinking the age seems kind of high to me. Yeah. I'm thinking maybe the age should be like 35 to 45, but I'm not sure.
Hina: Yes, we can do 35 to 45, because in this culture people have Children really young age.
Christina: They usually get married really, really young and they start everything. So that's why I was [00:23:00] like, I would probably say more 35 to 45. Okay. Okay. 55 makes me start thinking they're downsizing. They're more in retirement mode or they're more like, "Oh, we're going to do weddings. We're doing other stuff." So 55 just seems a little old to me.
So I would say 35 to 45. Okay. Okay. They're in an established neighborhood. They're looking to move up into a still a great neighborhood, but newer homes, a newer area. They have kids, but one's entering the university. They might have one or two other ones, maybe junior high, high school. And then what are they trying to do?
Are they trying to get a better quality of life? Are they trying, I know it sounds weird, keeping up with the Joneses? Like that's a lot of cultures too. They want to outdo a friend or they know people and they want to look better and perceive that they're wealthier. Why are they doing this?
What's the main motivation?
Hina: So like few women when I, when I talked to them so he was like, Oh, his brother has a better house than our house. [00:24:00] So now I want to move and buy a house, which is better than his brother's house. So some are like that. They just want to, to keep up with the, with the, not a Kardashian, keep up with the family.
Christina: Yeah. Yeah. Okay. So some are like that, but Some are they just want to see like if they can sell their house in better price market is good and then they can buy a newer house like a pre construction and then you know make money on on that or Upgrade something like that, you know,
okay, I like that. So we have the motivation, the better house, okay, so here's where we need to get clear. If we're talking or messaging. we need to pick one, because if somebody wants to keep up with the Kardashians and they want that big house and they want to be showy and they want everyone to see like, oh, I want to do this and this.
Christina: Okay, then the problem is going to be if we start talking to other people who are trying to take advantage of a market [00:25:00] and are trying to just get a better house. That's two different conversations. Yeah. Okay. Okay. So my concern and here's where it always lies. At the end of the day, we have to make money.
Okay. A lot of real estate agents are like, we wish you could do it all for free, but you have a business. We're in business. We've got to make money. If someone is just hedging the market. I don't like working with those people personally, if they come, it's fine, but I'm not going to call them out and I'm not going to market to them because as soon as the interest rates go up or as soon as too many homes come on the market, whatever, they're like, Oh no, no, no, no.
Like, Oh, I can't do that. I can't, Oh, I'm not going to sell. I get scared. We don't want people who are scared to make moves to transition because what happens is we work with them and then they're going to ghost us and they're going to pull back and then come back next year and they're going to do the same thing until they feel comfortable and ready.
You don't know when that is. So you're putting a lot of time and effort or who knows what. So I would [00:26:00] say we don't have to necessarily say that they want to keep up with others, but we can call them out this way and say we're looking for people. Who are ready now for that next lifestyle, right? Or an upgraded lifestyle, however we want to put it
and we can figure that out too, but it needs to be, they're ready for it. They're not waiting. They're not going to see what's going on. They're like,
"we're going to move up. We want to do it. We're happy. We're going to do it. We have money. We're comfortable."
How does that sound for you? Yes. Perfect. Yes. All right, so we have our ICAs growing. Out of everything we've talked about so far, is there anything else that's popped in your head that you want to kind of throw into it about your ICA?
Hina: What do you think so far? Yeah, I really love it. I love it. Like, it's so much clearer now.
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Now let's get back to today's episode.
Part 2
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Christina: Now let's talk about money. Okay. Right? Yeah. I know a lot of those cultures very well, so they may not, well, it depends on the person in your area, so that's why I'm going to ask the question.
Sometimes they're in corporate and they're in tech jobs. Sometimes, I feel like most of the time, They have their own business, or it's a family business. How do your people make money?
Hina: Yeah, this is their family business. They have they have these showrooms garages, and pizza shops, or like, any kind of business.
Just business people they are.
Christina: Okay, so we're going to look at people who have family business or they run their own business. This is important too because the conversation is going to be different. So here's a good question. Are they looking at this even though they want to upgrade?
Cause I [00:31:00] know people who own their own businesses who like, I helped one of my clients, he's Persian and he owns a gas station, makes really, really good money on the gas station. The funny thing is he still looked at this home, even though his wife was like, Oh my God, like we upgraded him to like. A beautiful, beautiful Los Gatos home really, really pricey.
And his wife was like, Oh my God, I want it. I want it. And then he's leaning over. He's like, Koko, Koko, we got to get a deal on this. We got to get a deal on it. Like, like he saw it. as a business venture. It was not a, an emotional thing where his wife was like, we have to have the home. And he's sitting here like only if we get it for a deal, only if so, the question is, are your people going to be looking at it in terms of a business lens or are they going to be emotional and ready to buy through emotion?
Oh my gosh, you
Hina: are so right about this thing. So there are women, they are emotional, they want to have that, but men, they only want a good [00:32:00] deal. And they just, even though you tell them like not to talk to the other agent, like the seller or The seller's agent they still will 100% talk to them like you tell them don't talk to them. They will still talk to them if they want to get a good deal and the deal is yeah, I know Yeah,
Christina: that's that's the thing.
Okay, because even though the women are gonna find us in our messaging So we need to have I'm gonna put a note up here. So our messaging needs to be emotional, but you need to remember. So this is where I would say, as you're building a profile on a site, so like, it's hard because I'm doing it on an iPad.
Right. But like, do you see how I'm like, I'm kind of blurred. You see, I'm kind of like highlighting stuff and I have little things I would do. Like I have the red on the side when I create mine, what I would do. As I call like a side column, I would have a side column, which would be important notes to [00:33:00] understand.
And I would put a note there that even though we're speaking emotional, when you meet the husband, you must transition into value.
?: Okay.
Christina: Yes. Okay. Because the woman like we need to be emotional and it's saying like, it has to feel like from the heart we have to, they have to be excited about it. We're going to find them that home that they've always been dreaming of.
Right. And because we're looking at people that kind of want to keep up with other people, it's going to be that showy home that you've always wanted that showcases who you are as a person. But then when you go to the men and you start talking, you cannot talk like that. You have to shift and you have to be like, So this is what we're doing.
Yes. And kind of go like, I get you, we're going to find you value. We're going to find you an exceptional deal. I can't promise, but I do my best, but I need you to hang tight and make sure you understand that if you love the home and I can't get a deal, we have to go in at what we can to get her or we will lose it.
So you need to set that [00:34:00] right expectation that we cannot always look through the lens. As a business owner and of it as like value of it, but you're still saying, I listened to you. I hear you. I know you want value. I'm going to do the best I can, but you also have to meet me in the middle. Okay.
Because I know people who I've worked with them. It's really hard because if they don't get that deal, they think they want to get.
Hina: Yeah.
Christina: They will walk away. And I've had that happen where they walk away. The wife is angry. Right. Because I didn't get the home. It sells a week later or a few days, like in my market, a few days later.
And then the husband's mad at me because he's like, why didn't you get me the home? And I'm sitting here like, wait a minute. There was 20 offers. I can't go, you know, $500,000 below asking with 20 offers or $500,000 over asking. Like I can't do anything. So I have learned we have to set the right expectation with both people when we're talking because culturally you're working kind of with two.
Okay. Even though messaging is wine, when we hit with them and we [00:35:00] actually meet with them, we have to switch to the second. So we'll keep that as a side note. So that you know, but we're going to talk emotionally and then we'll make sure that the husband knows that we understand he wants value. Yeah.
Okay. Would your buyers and sellers, would they be doing all cash or would they be getting a loan? So all cash most of the time.
I like that. Okay. So you have to be prepared. You may, you might want to throw it in your messaging. I don't know. We could play with it. You might want to be like, "when clients work with me and they're all cash, I'm able to get them better deals in the process." and what you're doing by saying something like that as a sub messaging is so like, I would say like a paragraph and then I would throw that in as like a laa comment in a paragraph, but somebody who is very in tune to it will pick it up and they'll say,
"Ooh She works with all cash clients and she works on getting them a deal because they're all cash.
I'm gonna call her," right? Where if you don't mention it, then that doesn't make you a little bit unique and different. [00:36:00] Yeah. Okay. Okay. So, so you want to call that out a little bit because that's who your people are now. I've been in real estate a long time. I've coached a lot of people. I will tell you all cash doesn't always get you a deal.
It just doesn't right. Like we, here we are in my market. I'll have people call me and they'll say, "I'll give you all cash. Can we come at this price?" And I'm like, I have a 15 day close with the loan where they have a 50% down. Like it does. You're still so low they're higher. Why would I take a lower offer for all cash when this is just as good?
So there are some agents who will do it. It doesn't always guarantee you a best transaction, but. If your people are all cash, we want to throw it in there. And then your goal would be to try to find agents who like all cash. So you work with those agents when you're helping them buy, right? Yeah. Okay. Okay, cool.
Do you think that your clients would want to buy before they sell?
Hina: Yes. So sometimes it is like, they want to have a conditional offer [00:37:00] where they want to sell there. And then Buying the other one on the condition of their home sale. I really don't like it. This kind of a situation because then you are stuck If you can't sell their house, then there is like the other deal, you lose it to.
Christina: Yes. so I don't play that game. Mm. So I don't ever do it. and I don't call clients out to do it. Right. So that's setting expectations up the at the get go. But what I would say. What I do is I help my clients not all the time because it depends on their circumstance but I help them buy first. What I do is is when you buy first and this is how you position it in your messaging, right?
You talk about how they buy first and because they buy first it's only one move Okay. And because it's only one move, they get to move into their new home. They get to get settled. Then you can go ahead and do whatever you need to do to their old home, make it presentable and sell it this [00:38:00] way. They don't have to keep it clean for open houses and for showings.
They don't have to worry about who's sitting on their stuff because I know in those cultures they have a lot of like really nice rugs and they have beautiful accent chairs that are, that are very expensive and I have clients who'd be like, they can't sit on the chair. They can't have shoes. They can't do this.
And I'm like, I can't be there every minute of every day to make sure someone doesn't do this. So let's wrap it up. Let's pack it up. Yeah. And take it out. Right? Yeah. So, so I would say well, let me ask you, do you feel like the clients that you have there and the people in your area, do you think they would really love buying first and then selling?
Hina: No, I don't think so. That was my like, you know, conversation with them. They wanted to buy and sell the same time, like, you know, and it is so difficult to do it, buy and sell at the same time. So many times then it goes like really long process because you are [00:39:00] sitting on it. You want to sell their house in certain price and then you are buying the other one on the conditional.
They don't like it, but maybe with your help, if I have some kind of convincing thing where I can say like, Oh, you buy first and then we sell yours. Maybe we can
Christina: do that, but yeah. So the way I like to do it is I tell people it is buying and selling at the same time. Okay. So the way I'll do it is we search for a home first.
They buy the home. Okay. I get that. And I have programs. So I don't always work with all cash clients, so they don't have the money. If your clients already have cash, this makes buying first so easy. So that's why I'm like, you should do it. And so I usually have programs that cost about $30,000 so they're not cheap, but my clients will do them and they get all cash.
They pull equity out of their home. So they get all cash where they can actually go buy their new home first. They don't have debt. They don't have to worry about, you know, paying because sometimes they struggle. They're like, "well, I can't [00:40:00] pay this mortgage and I can't pay this mortgage and I can't," it just gets really complicated.
And if you have two mortgages, you're not going to qualify for one or the other. It gets, it's hard. So I help them to buy almost in all cash. Sometimes they need a small one, but we'll pay off a mortgage on the other one. We play with it. I have different programs. But when they are able to move in first, within two weeks, I have their house prepped.
Now I usually do renovations, but I can do a whole house renovation in four weeks. So if they want a house renovation, which typically I do now if in four weeks the house is ready, prep staged and on the market. Okay. Yeah. So what you can tell them is it's the ease of the transition. They have kids, all their stuff.
I have clients who are like, "I actually liked that because I got time to pack up my house. I got time to get everything together. I moved in, I got settled. I didn't have to worry about all the other stuff going on."
So in your messaging, you're going to call them out if you want that. If you want [00:41:00] a certain kind of person.
Yeah. You have to call them out in your messaging.
Hina: Okay.
Christina: So if you want someone who wants the ease of the transition to a new lifestyle, you say "you want the ease of the transition of a new lifestyle." If you want someone who's like, "Hey, you want to sell your home and get a new home." Do you see the difference?
Sell your home. Get a new home. It's telling me sell first, then buy. Instead, it's like an ease of a transition. Only move once. I help you buy. Then I fix up your home, do whatever we need and I sell right after you've moved out. We make it as easy as possible for you or whatever you want to say. Do you see how the wording makes a difference?
What we're saying? Yes. Yes, absolutely. Yeah. Okay. So if you want these people, you have to talk to them. Okay? And as you're coming across more people, if you want people you have already to buy first? You need to start that conversation from the get go,
Hina: okay?
Christina: Okay. And say, [00:42:00] this is how I do it. Now I have clients who are just like.
"Koko, I can't do it. Like I, I physically, I don't have the money. I can't pay the $30,000" or like I needed, like I had one client. She was like, "my son is finishing up school. There's like two months left. I can't drag them to a whole new school district in two months." So we had to play differently. Right? So I was like, okay, so she, she lived there.
So we timed everything, even though the market was hotter before. We timed it. She understood it. And I said, okay, we're going to do the work and the construction in your home while you live there. Which she was okay with. Cause I said, if I have to wait, we're pushed past so much more time and we're going to lose money.
So I told her we need to kind of line stuff up. So I ended up renovating her home while she lived there, which was really hard for her, but she, she was okay. And the whole family was okay with it. Then I helped them find their new home, but they wanted me to renovate their new home. So they actually had a new home, but for about three, four weeks, they couldn't move in.
Because I was renovating the new home, but once it was renovated and done, they [00:43:00] moved out, but their old home was ready. It was already done. So what I did is I got it cleaned, I got it staged, I got it photographed within one week it was on the market.
Hina: Yeah. Perfect. And then that's,
Christina: and it's sold, it's sold in five days and I, and I broke the records.
Right. So it really comes with educating them or building a plan. Yeah. So if they push back a lot and they're just like, "I can't, I can't, I can't."
Don't push them and say, well, too bad, say, "okay, I hear you. Can you explain to me why or what the difficulty is? Because I can't help you if I don't understand it.
So share with me and we'll build a strategy together. How does that sound?" Okay. Right? Okay. Yeah. Okay. Cool. All right. Good. So we're going to try for buying first. Yeah. And then selling. Selling. Yeah. Okay. Okay. Cool. All right. I think we have a really good client profile. I like it. I think it's very clear.
Yes. It's very known. And of course, I, [00:44:00] as I tell everybody inside the course, we always can get more, more clear, get more narrow, but this is a good starting point. So now let's jump into the niche. We already kind of identified the niche a little bit. We talked about established selling. We talked about $800,000 price point where they're going to move up to.
I want to go back to the established neighborhood and I want to go through more of areas. What areas in your market do you want to focus on? When I say areas, it could be a neighborhood, it could be a district something where it's relatively hopefully close to you where these homes would be situated.
What would those be?
Hina: Like, so where I am right now it's a tri city. So it's. Waterloo, Kitchener, Cambridge area mostly. And so these clients, they are looking for new construction and new built and all that. So I'm working with developers too. So now we are bringing [00:45:00] a new development in few months.
Um, inshallah by the grace of God. So then this is like a more attraction for these clients because they are looking for a new construction and new areas and I'm working with the developers and so it's I think it is. It is working well for, for these people because when I wasn't with the developer, I remember that every person I meet from that culture, they want to have a new built house and then you go and you don't have a relationship with that, with the developer, you don't even get it.
Christina: Yeah. Okay. And are these new homes? Are these the new developments, the stuff that people are buying, are they single family homes or are they like condo style homes? Like it's in a big building. What's, what's the feel of the new development you guys are doing? So
Hina: this is kind of combination.
There is some townhouses we have and some [00:46:00] detached and semi detached and there is one condo too, like condo building is coming to it.
Christina: And what do the people that we just described as your ideal client, what do they want? Do they want the townhouse, the semi detached condos? What are they looking for?
They are looking for detached houses. Like a single family home?
Hina: Yes. They really do not like my I'm going to say like in this culture that most of the people, they do not like condos. Whatever good deal you give them, they just do not like condos. I don't know what is wrong with them, but no condos.
Christina: So this is, this is a great teachable moment.
Ask them. I have one right now where he can't afford a single family home. And I was like. I can get you a townhouse. Like I can, I can, he has his budget's a max 1. 6 and that would include any renovation, anything we do. And I'm like, I can't get you a single family home.
Like you got to go into a completely different area. Like you can't be anywhere [00:47:00] near here, but he wants the schools. So he told them let's do a townhouse. And then he was like, no, I don't want to do a townhouse. And then I had to get really clear. And I think this is where a lot of agents get scared.
They're afraid to ask. They're like, Oh, they're going to leave me if I ask too many questions. The funny thing is they won't. They'll actually stay with you more if you show them that you're curious and you want to learn. So I talked to him and I was like, Pradeep, I was like, why, why don't you want a townhouse?
I'm not really understanding because that's what we can afford or you have to lose the neighborhood. Can you give me some more insight so I can understand this better? And he was like, it's really funny, this is what he said, The dream was always, the dream was always, the single family home with that backyard.
I can't ever imagine being next to someone or on top of someone. He said, I had to live like that in India. I came to America, so I didn't have to live like that. So it gave me a lot of perspective, right? Because I was like, okay, like I can see where he's coming from. So then I told him, [00:48:00] I can find you a townhouse that has no one above you, no one below you, and you have a side yard and you have a backyard.
Yeah. And he was like, yeah. And I was like, yes, let's go look at some. But do you see how I was able to take him on that path? Because I had to hear why. Yeah. So ask them, be like, why, why don't you want the condos? Why don't you want the townhomes? And hear what they say and ask a few people over time, because that's how we get our information and we learn.
Then you can use that in our messaging. Okay. When you're clear about that, you can start, I don't know what the reason would be, but like, if I was doing pretty information, I would say like, you know, Hey, you came here to, I wouldn't say just America, but I'd be like, Hey, you came to this area for a better life.
You want that luxury lifestyle.
Hina: Yeah. You
Christina: can still like, I'd say I was selling a lot of townhomes. I would say you can still get that if you came to the Commonwealth townhome development because it feels like a single family home, [00:49:00] but it's in your price range. Do you see how like the messaging you can really get like clear on that messaging where someone's like.
Oh, oh, she's in an area where I could do that. I didn't know that. And then I would make videos about that and I would talk about it and I would say, Hey, you know, there's an HOA fee, but you still have a backyard. You still have a front yard. You have a garage, right? So we could play on that, but just keep that in mind.
Okay. That's definitely something that we can do with that. Okay, cool. So, we're looking at those areas, we're talking about the development just be careful with working with developers that we're not going down a black hole. We want to make sure you're a real estate agent, your job is to be closing deals and making money.
Okay? Yeah. If the developers like I'm going to give you the rights to sell four of these homes. Perfect. If they're not offering you something, you're not spending your time with it. Yeah. Yeah. You can make the relationship. Cause I know what you're saying about, I hear what you're saying about relationship.
Right. So you can build a relationship, but a lot of real estate agents go above and [00:50:00] beyond and they give so much time away.
Yeah. They
don't have the ability. To like sell homes because they're running around doing stuff thinking, Oh, if I do all this stuff for this person, they'll give me things, but I will tell everyone listening they don't, if they didn't want to see you and you don't have a signed agreement, you're not going to get it.
I remember I was brand new and I thought, Oh, I'm going to get these, these new construction builds that they were doing and they tore down like a big home and we're going to put three homes on it. And I thought, Oh, I'll totally get it. Like I was making the relationship, everything. All of a sudden I saw for sale signs with a guy with Caldwell Banker and I was like, what?
So I asked the builder and he's like, Oh, he's like, I didn't know you wanted it. I go, I'm like running around for you. And he was like, he was like, no, I always use this guy. He's my, he's the guy I use on every deal. So make sure you have these very clear because we don't want to waste that time. But I think it's cool how you're connecting the two.
Okay. So we have, cause I know we're going to run out of time here soon. We have our niche, we know the areas we're going to do [00:51:00] are established homes and everything, which is awesome. We could even get deeper with our niche, but I know that we're going to run out of time here in a few minutes. So we can always do another call if we want to, if the viewers are like, go deeper in the niche, let's hear more.
But I want to talk a little bit about your
Unique Value Proposition,
your UVP. This one's probably a hard one. We're not going to most likely have it for this call, and maybe we can come too, cause I have to sit with it a lot of times and figure out something.
It takes a little bit more to come up with this. But if the, if everyone watching is like, I want to hear how you do this, or I want to hear what you came up with, put a comment down below and we can do another call together and go through what we come up with and then try to refine it. But for right now.
For your unique value proposition, this is where the value is added. This is where you can command 3.5%, 4%, 4.5% commission. I'm waiting for one of my agents to get 5%. I've never gotten 5%. I'm sure if I commanded it, I probably would get it, but I won't. One of you guys get 5%.
[00:52:00] Just to you. These are just to you numbers. So looking at what we're doing, what do you think you wanna call yourself or how do you wanna define yourself?
Hina: Define myself as like a value,
Christina: like your value. How do you like, do you want to be seen as the move in, move out specialist? Do you want to be like the cultures you work with?
I don't know if they have a word for something that means something really cool where everybody kind of recognizes a certain term. You could be like that person who takes care of certain cultures. What do you think? I will say,
Hina: I will say I'm like a deal closer. There are like search so many times where it seems like it's not gonna work, but I just closed the deal.
I talked to both parties and make it happen and then give them the keys and everything is done. It takes like on the back end. So much work on, on my end, but I, I closed the deal.
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Christina: I love that. Tell me more. [00:56:00] Tell me more about the process. Let me see if I can try to come up with something cool because you're a negotiator, you're a closer, you're like me.
I won't lose a deal. I think I've only lost, so I'm going into my ninth year. I think I've only lost two transactions. My whole career
Hina: and that was
Christina: because it I don't even remember the one and then the other one they cancelled because he was too scared and I didn't set up the expectations. Both of the two were when I was brand new.
Oh, yeah. Yeah, that's a huge thing. This is something that you should put in there if you're really good at this because Too many people and what you're going to get is you'll get people who have had worked with other agents who can't get the job done and they'll come to you, right? Yeah, exactly.
Hina: You're so right.
Yes, absolutely. So I can just give you one example on the top of my head. So, I had a client, he was, he sold his house. Which he got like a estate sale. So his mom passed away and then, and he got the house [00:57:00] inheritance. And then, so he sold the house and then we got a new house for him, but it was completely different city.
So his mom's house was in somewhere far away. And then he wanted to move in to Kitchener. And he found me on realtor. ca through my. listing. I had 1. 5 million and then he contacted me. I was like, unfortunately, that one is already gone. So I can look for you something. different, like the same criteria and same area, but another property.
And he said, yes, perfect. So, and we did literally in a week closing, which is like unheard of. Yeah. And then he, and the guy, the listing agent was very non cooperative, very non cooperative. And then I was telling him like, my client has money. He just sold a house. [00:58:00] He's like a cash buyer and he has business and everything.
The guy was not just like asking more, asking a little bit different things. And then. I did literally close the deal and everything. So I, he was like in the end, he was, I don't know what was in his mind. Like, do you not want to sell your property? This was the way above the market value. So I got a little bit make him down, even though my client didn't even ask me to to negotiate on his behalf and price overpriced house because the agent was from GTA and he didn't even know what the prices are in that city.
It was overpriced. So I brought him down. I was like, this is like, you know, you can, you are not from this area. Any house around this area, no house is this price. So you have to bring it down. So he did that. And my client was very happy that without even asking him, I [00:59:00] did that. And then he has like, Oh, I, I don't know.
I was like, he's a cash buyer. What? Like, I just don't understand. He was like he has this thing, that thing, whatever, like he was making it up stories. I was like, I can guarantee you if you have anything happen, you can come to me. I am here. I gave him all that, like my personal guarantee for that. And then paid him cash, get the closing in one week, give him the keys.
He get, get the house. And both parties happy now, right? But it was very difficult to deal with that agent. You will not even believe it. But I did that. And, and I was very happy closing
Christina: the deal. Okay, cool. So I like this. So what if we did something that really positions? That's that, right? And then we said I, I threw a few notes into chat based on what I was writing down to kind of like give you a [01:00:00] UVP.
Now when you use chat, I was telling you earlier before we jumped on the call, you can't just put general stuff in chat, chat will get you general stuff. So I put some very specific things in to start working on something and the UVP it spits out as I take the stress out of moving by negotiating the best deals.
ensuring smooth, seamless, closings for buyers and sellers who need a fast, hassle free transition. Now, I don't know if I would say fast, we have to make sure your clients like fast, whether you're moving in or moving out, I make the deal happen on your terms with your timeline and with zero unnecessary delays.
Yeah, perfect. Right. And we can totally tweak some of that wording, right? Like there's some stuff that I would go for like the Persian cultures and some of the other cultures where we want to use some more words that are, that feel right to them, right? So that's where we kind of tweak a lot of it. And then, I don't know, I kind of think of you like, one that I was thinking I was playing with some of the words, like, what if you were the deal making diva, right?
It's like, do [01:01:00] you want to call yourself that? Do you, does your culture think that would be inappropriate? I don't think so. I think that they would kind of like that. But that would be kind of cool. Or the negotiation goddess. Like I make the deals happen. Move in one, you know, it could be like move one time, get the deals closed, less headache or less stress.
Right. So there's some cool stuff that can play with that. But I think really focusing on calling out the people who understand that you make it happen. Now. We have our ICA, we have our niche. Here's something where you can go back, and I'll give this to you a little bit as homework. You can go back and say, do I actually want to call out instead people who have worked with other agents who couldn't get the deal done, who were struggling for whatever reason, and they still fit my ICA, they still are coming from these established neighborhoods, they still want to move to new construction, they still look similar.
But this is their pain point because we didn't really get into the pain points and the other stuff yet. But maybe their pain point is they've worked with several agents who [01:02:00] can't make it happen for them for whatever reason, right? Yeah. Do you want to call those people out? Or do you want fresh? I call them untainted people who are just fresh
they haven't really worked with anyone yet and they're ready to work with you. What do you think?
Hina: Yeah, I mean like, so I can't do both though, right? Can I?
Christina: You, you'll have some come to you, but it's better to call out one. Okay. Which one sounds better to like
Hina: I will go with the fresh ones is much better because like fixing stuff is harder than building a new one.
Christina: Yes. And some people love the challenge. So for me, like I had a client come to me and he's like, I worked with four agents. I've been trying to buy a home for two years. I can't get anyone to do it. And I'm like. Okay. What? So like I made a face and he was like, why'd you make the face? I'm like, I'm like, first, before I tell you why I'm like, can you tell me what's going on?
Because it could be, does he not have enough money? Is he unrealistic? Like, what's the problem? It was just bad agents. It was literally just bad agents. So then I kind of smiled and I was [01:03:00] like, okay, I have a deal for you. I'm going to charge you a lot of money. Okay. But I guarantee I'll have you in contract in a home in five days.
If not, I'll cut my commission in half. What do you think? Oh, wow. And he was like, he was like, yeah, sure. I got him in whole, I got him in contract on the home he loved in two days. Wow. And he was like, you are worth every freaking penny. And he's, he sends me so many referrals, but I charged him a lot because I hustled for those days.
But I just wanted to make it a challenge to myself to be like, can I do it? Like, can that happen? So sometimes they're fun. Sometimes they're different. Sometimes they're fast because they're ready to go. But I want you to think about it and you can always change this. So you can always say, I decided this and that's okay.
But that will give you a lot of thoughts. So we are now at our hour and I know you have to go work. So I want to make sure I don't keep you too long, but I wanted to thank you. And I really appreciate you being inside of ECM foundations. I appreciate you as an agent. I am so happy that. You are making these transitions [01:04:00] and you are starting an effortless business.
And I'm so excited for you. What would you like to say in wrap up?
Hina: I am same feelings, feelings are mutual. I'm really excited. And the best thing happened to me after the, our first conversation. You told me to have a mindset of abundance instead of scarcity and that actually changed my life. Now I say no to people when I feel like, okay, you know what this is not my ICA.
I am saying no. And then I, and you said that. Say that politely, not just refuse it. So I received the message in the morning yesterday, literally. And then I was like, Oh, so I'm not working with her. So I said, you know what? I'm going to introduce you to my client, my colleague and he will take care of you.
And then I spoke to her. I gave her information to him and to him to her and and connected them. And [01:05:00] this is the, this is you who brought it. Otherwise I was running for every lead, every person. Now I have a mindset of abundance and I, I just give it to a way away. Like if, if I'm not feeling it, this is not my thing anymore.
Christina: I love that. And the thing is that you can make a referral fee. It's like, why work with someone who's going to be a struggle where you can go work with people you love and still make a referral fee on someone else? And I love that. That's awesome. That gives you more time to focus on what we're building here.
So I am so excited for you. We have more work. You're not going anywhere. You're still inside of ECM. We have some bonus calls coming up, which are going to be. Super exciting. So I'm excited for you. I know we'll chat more offline, but thank you again for joining me today. And I had so much fun coaching you and helping you through your ICA, your niche in your UVP.
And we will talk to everyone soon. Thank you again, everybody. Thank you. Bye bye. Bye.
