From YouTube Lead to 12-Day Close: A Real Estate Listing Case Study

0:00Welcome back to the agent. Go and mind if you have been following along with us for the past few weeks, you've gone on a journey regarding how to sell a home fast. We have talked about pricing. We've talked about condition. We've talked about marketing. And today I didn't even know we were going to do this, but plot twist, surprise. We are doing a bonus episode within the same realm on a case study. So you can see how when you do all the pieces when they align, what results are possible out there. And in case you didn't know, you're listening to the agent go, my podcast, the best podcast in the entire universe. My name is Shelby Johnson. My other half right here is Ali Gar said we are both military veterans turned real estate entrepreneurs and we have close hundreds of transactions as agents, real estate investors and team leaders. Yeah. And we are icon agents at EXP and we're both still in it. We are still rocking and rolling the agent space, which is different from a lot of people out there who are trying to teach on real estate things

1:03because they haven't actually closed them for several years. But anyway, we are here to share everything we're working on and give you the like day to day behind the scenes, what we're building, learning, executing all the things. I think that's it. Ali, what else? Glad that we're doing this bonus episode because I got, I got more feedback on the last series that we did, which is this one, the how to how to sell a house fast. So I'm glad that we're we're focusing on sellers, listing agents and marketing, especially at this time. Yeah. I mean, it's tough. Depending on the market, depending on the house, depending on the sellers, I mean, listings, I just feel like in general are more pressure than working with a buyer because the buyer is like, happy to see, you know, a house and they get to choose. So in a way, they do have a lot more power within the listing side. It's like, oh my God, please like my house. Oh, yes. Like my house. And then if it doesn't go well, the seller's like, hey, what what's going on here?

2:04You know, months and months and months later, potentially, but not for our listeners because they are doing these, how to sell your house fast strategies that we've been talking about. Yeah. And I think that's it. Should we just hop right in? Let's hop right in. Let's operate it. Oh my God. Yeah. OK. So the case study is this about a month and a half ago, I would say maybe two months ago, I had a email popping my inbox that was like, hey, sound you on YouTube. We want to sell our house. Can you help? And first of all, this is kind of strange because YouTube generate, generally generates buyer leads, especially since my channel specifically targets relocators. And all you were two is like the real estate. Yeah. Yeah. Exactly. And so generally the people who reach out are like, hey, I'm moving to Lexington, Kentucky. Can you help me? Not I live six minutes from you, which we didn't know at the time. The guy lives six minutes for me.

3:05And I'm like, we just watch relocating YouTube. But I don't care. I'm here for it. You know, yeah, that's interesting. Yeah. So anyway, he was like, I am looking to sell sometime between now and June. June is when I need to leave all of the, I'm also, I've been interviewing agents. I haven't been impressed. I have a couple more than I want to interview, but we really like you are vibe and style, which goes back to, you know, Allie and I are just obsessed with YouTube because of the fact that people already feel like they know you by the time they reach out to you. They're like, I've watched your videos. I love your personality. I'm picking you for a reason. And it just makes everything from that point forward a million times easier. Okay. So I was like, Hell yeah, dude. Absolutely. I'll help you. So I did not say like that. He's like an older man, retired military. Yeah, bro. Let's go. So yeah. So I started like my general listing process, which that is something that I've covered in the age and gold mine many, many moons ago back when I was just starting to become a

4:07producing agent again, because I for those of you who have long time listeners know that I went through like a, I almost shut it all down. I almost ran away. I've done any crisis. But that's a thing too. I think that if you are new to real estate, you just, it's part of the process. This real estate roller coaster, you start out really, look, I'm going way off on a chance. You too will go through real estate breakdown. It will happen. You know, if you're like, no, not me, it's just, it's coming. You just don't know it. You may flee. You may flee the state like Shelby did. You may flee the country like Alan. But you know what? We came back to our love, which is real estate. Anyway, okay, okay, okay. We were was I so we started right into my general process, which he emailed me. I hopped on a call and the call is just the baseline. Like tell me about your situation. So I get to know more about what their goals are. I just let them spill. You know, they're talking about their dreams for the future. All of those things.

5:07It's a little personal touch with the intent of understanding their perspective and setting the appointment. My phone call is not one of those that's like an hour long into the weeds, which I feel like I'm freaking going into the weeds today. So I'm going to try to pull it back. No, this is good. No, this is good. I do have one question though. I should have asked this before. Hit it in your verbiage that you're using in your in your YouTube videos. Are you saying buyers and sellers? Are you just saying buyers in this random, like completely random? Or did you leave the door a little open? That's such a good question. So up until very recently, I have been buyer, like I've only been speaking to buyers. That's it. But in the past two months, which I don't know. Maybe they just saw one of my very first videos where I even mentioned sellers. Or maybe they were just like, oh, she's here. Like maybe she can help us type of thing. But lately, what I've been doing is I've been doing some like neutral type of videos that buyers and sellers would be interested in.

6:09So like, for instance, like a just a market update type of thing. I know that sounds boring, but it's more of like the market is, I mean, it's way catch your, you know, the market has changed. Yeah. You know, the world's falling down as like the clickbait type of thing. And then you talk about that. So that would appeal to both buyers and sellers. And I do speak to them in those videos. Like, hey, buyers, this is how it applies to you. Sellers, this is how it applies to you. And then I've also been doing like what's new and coming soon, which I know that, that's like a video topic. I know that the sellers also like that too. And within those type of videos, I've been speaking to them like, hey, if this, if you're thinking about selling in the future, these are things that you need to be aware of because of the ability to market what is coming soon as a future appreciation type of play. So does that answer your question? That totally does. And I just made a video yesterday for my channel on events like an construction

7:09pretty much coming into town. Yeah. And I'm like, damn, I could have spoken to sellers. Oh, well, that's okay. We can add a little bit of truth. Yeah. The cool thing about YouTube too is that like you're going to do another video. Yeah. Yeah. It's not the last one you're doing. Yeah. I think that the other thing too that I've been trying to be better about within my videos is storytelling. So like even if I'm speaking to buyers and I'm like talking about like right now in in Lexington, we have a like a split market. Your houses are either the A plus and they fly fast or they sit and sit and sit. And so like in those I tell stories about, and actually, I think I've used this one recently in another listing I had where it's like multiple offers in one day, highest and best scenario selling way over. And if you are a seller and you're frustrated with your experiences or looking for something similar to this, hit me up. I love to help. Yeah. So phone call with the intent of feeling them out, building rapport a little bit and setting the appointment and also managing expectations for the appointment,

8:11which is a big one for me where I know that a lot of agents will do a ton of work before the listing appointment in regard to like pricing. And I can't even remember if we talked about this on the pricing episode. But I like to manage the expectations of like, Hey, I will bring baseline market data. But it's not until I see your house, your specific details of your property that I will go back after the listing appointment and do that detailed analysis for you because what I don't want to happen is for them to be like, Hey, get the appointment. What's my house worth? And I'm like literally just seeing it for the first time. And it really does make a huge difference. There was little, you know, once you walk through, you have such a better idea of like how to price until offer it. So anyway, setting expectations. So then I went on the listing appointment. It was, you know, great, which maybe it's time to do another listing appointment episode. And we'll just keep going on that listing train. I don't know. Hey, I'm your own area listener and you like that idea.

9:13Let us know you can comment on YouTube. Ally, can they comment on like Spotify and I think they can actually comment on Spotify. Yes, that's actually somewhat new, but they cannot comment on Apple. Okay. Well, you heard it from Ally. But anyway, yeah, if you guys want me, if you want me to go through my listing appointment, my listing presentation, I'm more than happy to just let us know. So that was the appointment. And then the follow up is like, you know, the big piece where it's like, Hey, here's my recommendations for pricing. Here's my recommendations for timeline based on what you guys told me at the appointment. Here's your seller homework, which is the house prep, which is consolidating all of the information about any repairs that have done like invoice that is home warranties that are transferable, any information that I need. And then we get together and we make the decisions on the game plan based on my recommendations. And once we have the decisions, that's our game plan. And now we get to work to execute off of that game plan. And so with this specific case study, sellers decided to go less than my recommendation on pricing,

10:16which actually really wants. Does that ever happen? Does that ever happen? I think that's happened to me one time. How did that happen in your case? Yeah. So I did. And these sellers are very detailed oriented and they are, I mean, they're a dream. They are an absolute dream. I walked into that house. You could eat off the floor. It is nice in better condition. So it's a 2023 build and it's like in better condition than a new build for sure, because they've done all the upgrades and it's still brand new and it's immaculate. They had a dog you would never know because it was pristine. Anyway, so because I understood this when I went back, I was very detailed in my analysis because you operate to the level of which your client is also operates. You are a chameleon, the agent out there and you are adjusting in my opinion, based on their communication styles and what will make them comfortable, confident, XYZ. So I sent them very detailed analysis on comps and based on those comps,

11:18I was like, if it were my house, I would list it at this price. But I did know that one of the things that they're most concerned, not concerned about, like one of the priority items for them is they wanted to sell fast. They didn't want to sit on the market. And so I was like, if you do want to sell fast, like by all means, you've already told me that even if we sold literally thousands and thousands and thousands of dollars less, already met there, we just kind of want to walk away, break even. We don't want to lose money. And so because of that, they decided to list under which actually, I mean, even my price wasn't, I don't like to push it to the limits because we talked about this on pricing where you'd much rather generate a lot of interest and then push the highest and best up and over, you know, what the clients and you ever thought was possible versus listening at the top and then having a price drop. Yeah. So anyway, we decided on front. So they wanted to sell fast, which is good. I mean, especially if there is enough of an equity buffer to where they're still going to

12:20come out ahead. It's like super hard and to son right now, especially with this, with military sellers at PCS or three years ago, they don't have equity. They have to come out of pocket. I actually lost two listings last week because we gave them conservative numbers. And I'm like, I'm super conservative. Yeah. When it comes, especially when it comes to listings. So yeah, they went with other agents. And of course, that promised a higher amount. I'm like, good luck. Good luck. But yeah, I won't get a listing based off of numbers that they want. Like I would much rather surprise you than then disappoint you. Yeah. So I guess I'll continue losing these listings. No, no, that's okay. I think I don't think they're really a loss. I think that if you took them at a higher price point and you had to deal with them for the next six months and them never sell, that's a loss. Yeah. Yeah. Photography, time, reputation. Yeah. All of it. Yeah. Okay. So yeah, we have our game plan in place. We talked about, this is just a good little nugget real quick is that in the analysis.

13:24So we decided to list on April, which is kind of weird for a lot of reasons. One, it's a Wednesday. Wednesdays are not really my normal go live days. But two. Like Thursdays. I like Thursdays. And it kind of depends on the listing too. Like if I know it's going to fly, like I might even schedule it for like a Saturday. And we're going to talk about this in a second. What I do with coming soon and live blocking ahead of time, just to make sure for max visibility. But the reason why Wednesdays are kind of Wednesdays in the middle of the week, it's like people who are at, you know, work. Yeah. And they're going to take off work too. But anyway, we did it because spring break was the following week. And we knew that people were, some people would be in town for spring break, but a lot of people leave town for spring break. And we didn't want to go live when people were thinking about Easter and hanging out with family. We wanted to catch them before. And then the other reason because we thought about listing after spring break, but we did it

14:24ahead of time because there when you look on the, when I looked at competition, active competition is another thing that when you guys are doing your analysis, you look for. And there was at that time when we made the game plan, no other ranch homes at all. Like in these, the two neighborhoods, the sister neighborhoods side by side. So it was like a big, you know, factor of like, ah, it's the only one. Yeah. Yeah. Yeah. Yeah. They fly around here. So anyway, we decided to do the April 1st timeline. And we already decided on the listing price. So we had all of our pieces in play. We scheduled the photo media day. So we had the photographer, the videographer measurements, the 3D tour, all of that stuff. And then when we got it back, we went into coming soon. So if you're on a 50, 50 split, it's time to rethink your brokerage. At EXP, the split is 80, 20. And once you cap, you keep 100%. We show you how to get there faster.

15:26I'm Ali Gar said or Ali, the agent, my sponsor, Shelby Johnson and I each close over 40 deals a year. We are full time agents actively producing. And everyone in our upline is an icon agent. When you name us as a sponsor at EXP, you get full access to all of our systems and checklists and templates are 200 K GCI playbook to help you make 200 K your first year. Direct mentorship and direct access to us. No huge group calls. We also help agents add another stream of income, which is rev share. We will help you with all the tools and trainings you need to build revenue share that will help you retire early. If you're interested in building an actual business, book a call at the agent goldmine.com. You guys know if you've been listening to me for a while, I really like coming soon. If you're not using coming soon, you should be using coming soon. In my opinion, it's like an absolute huge misopportunity if you are not doing a coming soon.

16:28And what I in our market coming soon, do not show up on Zillow, which I think Ali is, are you changing your changing my mind on this? I used to be like, this is so great that they're not on Zillow because then when we do our marketing, there's no other place for buyers to find information on this property. They have to reach out to me if they want the information, but flip side, if they're not on Zillow, you there's way more people looking on Zillow. Then who are potentially going to see my ads on Facebook. So there's like a balance to that, but we try to do coming soon as long as possible are coming soon, maximum in our market is two weeks. I think for this one, we might have done 12 days, 10 to 12 days and for the last two days. So during, okay, real quick, during coming soon, what we did was we did our mailers went out to the neighbors, 500 mailers, like your neighbors going to sell your how, you know, pick your new neighbor, whatever. See the inside of your wow, dude, I cannot fucking talk.

17:29Do you know where you're doing great. This is your you're doing great. Well, it's like, okay, thank you. That is so sweet. Got it. Look at how you are. She's just like, he's together. I have like multiple reasons why my brain's not working, but mostly just because there's like a tumor human inside of me that's like eating away at all my brain cells, but that's why he'll be here in less than a month. That's so crazy. It's crazy. Coming soon. Anyway, oh, speaking of coming. So during Amazon, we did our 500 mailers out to the neighbors with your neighbor, your neighbor just listed their house, we want to see inside. And then they're excited. It's like pick your neighbor, whatever. We did that. We did met us. So Facebook and Instagram ads that got in front of 52,000 eyeballs. And if you want more information, the meta ads don't ask me go to whatever episode just came out with Drake, where he talks about meta ads, because I'm not the one who's doing the thing is right before this.

18:31Yep. Right before that's going up. Perfect. And then we also did our systematic posting. We have like 20 different Facebook groups that we go and post on systematically about coming soon. Check out this property. People. So we do that. And during this time, we had showings start filling up the other thing within coming soon. Anyone who's on the MLS any other agents can see the property, but it just doesn't syndicate to Zillow real sort of common stuff. So we had five showing schedules within coming soon for the first and the market. Along with a few down the road, who I was texting being like, dude, I don't think it's going to last. If you really want to get in, you need to get in on the day goes live. But I knew that if we got it in front of the people on Zillow, the critters on Zillow, you know, scanning, we would probably get even more showings on that first day. And once we had five, I was like, one of them is going to offer just based on the people who are calling me. I bet like, oh my God, can we get in there? I'm like, no, we can't get in early.

19:33Yeah, that's like the most annoying part on my end of coming soon. These agents will be like, well, let me get the first like it's and then and then if you give them out a cookie, if you let them, then they just is. Yeah, no, I don't know. We give no mice cookies around here. We're like, dude, you can schedule it now for the day it goes live. There you go. Yeah. Even though I'm totally that agent, by the way. Yeah, of course, if you're the buyer, yeah, you're yeah, I'm like, can we get it? And then I hate it from the other side. I'm like, that view. So yeah, I was like, this is this is going to be really good. I think so that's why we were like, man, how do we make it live but without allowing showings? Because you're not you're technically not supposed to go live unless you can show the property. And but we decided to do, I don't know if you guys have this where it's like the seller gets to like pick the amount of notice that they have before allowing showings to be booked. So we just like had it like the seller requires 48 hours notice.

20:36So we went like live two days prior to allow it time on Zelo. But like had it blocked, but we didn't have it blocked because you're technically not allowed to do that. We just said that the seller requires that long notice. So it was a kind of our twisted workaround. Does that make sense? I think so. Okay, so it went come it went coming soon. And then it went it went live. And once it went live. Then you required to 48 hours. We went live two days before it was supposed to go live. So that way it populated on Zelo so that the critters on Zelo could see and get their agents to book showings. But we didn't allow showings until April 1st, which is the easy way to say that I told a lot more detail. I feel like that's totally fine, right? Like I mean, if the seller doesn't allow it like, hey, we're not ready. Yeah. So we're good. Also, I do want to mention there has been a change to coming soon. Yeah, please. Within EXP. Okay. So and actually this happened yesterday as of of as of April 15th, 2026 breaking news.

21:39EXP Realty has now changed coming soon. Does not apply to Zelo though, because I don't know. I don't think that Zelo and EXP are buddy, buddy like that. But I think they're working on it. So EXP overall has been making a lot of changes with trying to become a lot more transparent to the public and the consumer. So for example, referral agreements are now of a document that's that the client see. If I give Shelby a referral for 30% for clients, this the actual clients either the buyers or the sellers now sign off on that seeing, okay, Alex is going to make money from this and so is Shelby. So everything is like being notified more to the to the consumer. And then they also just made this with coming soon is now going to be available and not hidden from realtor.com homes.com and come home.com. I have never heard of come home.com, but I guess it's on the up and up. I have no idea. I don't know when it's yeah, I don't know when it's eventually going to go to Zelo, but I presume that it will.

22:40But it's still like following the the local MLS. So I'm not really sure like how in practicality like if if your MLS doesn't show coming soon at all, then what exactly is the change? But I know that there is some sort of change to like put all if your if their house is coming soon, then the public deserves to see it is where EXP is going with that. Yeah, and I do like that now that I've I've slowly converted my mindset on on the coming soon. Cool. Well, thank you. Here's reporter Ali. That was great. Over it out back to you, Shelby. So we when we did our little go live before we allowed showings, we got another five showings book for that same first day. So we now had 10 showings. Our first day in the market, which yeah, I think it's a damn too. I'm like, I wonder how it is in other markets. But like for me, I'm like, I'm hyped. I'm freaking stoked, you know?

23:41And I have these agents who are like prepping offer ahead of time. And but I do. Okay, just to bring it back, do believe strongly that it was the reason why this happened was for multiple, multiple reasons. Like we already talked about price. They did decide to list under even my like conservative. So price is there for sure. Condition 100% there. Like it's immaculate. But then also the amount of marketing that we did, I really do think that I mean, we do way more marketing than most agents. So like, oh, the stars combined. We'll lead to the fact that we are generating a ton of hype for this property. And they're they want to get in there. Like, let's get in there. So 10 showings that first day, which is also great for my sellers because they're older and they don't want to leave the house a million times down the road. Let's get it all done. Have a day out and then come back to six offers, which of the 10 10 showings we received six offers. And the very worst offer that we received was a full price.

24:42Zero seller concession offer. That was the worst one we got. Test my gosh. Wow. That's great. Good for you. Thank you. It's very exciting. I am so excited for my sellers too. But now let's talk about we need to we need to pause and we need to talk about how you can maximize your seller situation in these moments. So you have the desire. These people want the house, right? Now is when it is so important for you to understand exactly what is important to your seller. Because the highest amount of money is not always the best offer. So I knew that my sellers wanted it to be easy. They didn't want to have to renegotiate a ton down the road. They didn't want to like deal with all that stuff. So like ease of the transaction one. And then the other thing that was actually this is their number one. The most important thing to them is that they wanted to stay in the home or really as long as possible.

25:42And that's because they have like medical appointments. They're they're watching their grand son all the way through the month of June. But they did want to like sell early and like get it off their plate. And because we had at first I was like, okay, this is going to be a little bit of a challenge. Most buyers want to move in right away. But when you have all this competition, absolutely your opportunity to voice what your buyers your sellers exactly want. And then it's up to the buyers agent and the buyer to see whether or not you know, they have it in them to give them exactly what they want. So the takeaway for this is if you don't know exactly what your seller wants. When you start to get those calls in, it is time to give them a call. And be like, hey guys, I have a feeling that this is going to you know, be really competitive. And with that, let's talk through what the perfect scenario is. And I did that with timeline because I know that they said they wanted to stay in as long as possible. But I was like, okay, let's break that down. Exactly what does that look like? What day of the month, you know, would you rather have a delayed closing

26:47or would you rather close really quick and then have a post closing occupancy? Which normally I don't love those scenarios because there's risk involved. It's like, oh, now you're a tenant and there's a buyer, you know, all that stuff. But it's not your decision to make. And so I was like, let's talk this through. And I was surprised to hear them say we would like to close as quick as possible and do the post closing occupancy because we are traveling to Florida in May. And we would love to be able to offer on a new property for us that's not contingent. And so if we're closed ahead of time and just renting back, I was like, you know what? That makes perfect sense. Awesome. I understand your intent. I understand your timeline. I know what days you're going to Florida. You know, so we can line this all up. And perfect. Got it. And this was all spoken about in person at the listing appointment. No, this was, I got a general idea at the listing appointment, but it was all vague at that point where they're like, we'd love to stay in through June. But it wasn't until I had the offers start coming in and the all the attention that I was like,

27:51okay, I need to know exactly what they want. So that way I can tell these buyers to get it in writing. Got it. Yeah. And then with the six offers that you got, how did you, in some states, the offers expire after a certain time. I have to the buyers, right? Well, okay. Yes. I was going to have to keep them lingering and not, you know, absolutely tried to use that too. They're like, our offer expires at 5 p.m. today, which is the day that the showings were all happening. And we hadn't even had all the showings yet. And I was like, oh, okay, that's fine. I mean, we have four others. So if your buyer is still interested, you know, we'll consider it. Let me know if they don't want this property anymore. And they're like, okay. And then I was like, highest investors tomorrow by 10 a.m. If you would like to. Okay. I said it really nice. You know, man, like the nicest freaking person to work with. But I just don't let people do that. Like they try to stiff arm you and like use that inspiration. And I'm like, are you telling me that you don't want the house at 5.01 p.m. As opposed to 5. Like you don't want it anymore. So yeah, that was a good question though.

28:54Okay. So yeah, you're going to call if you don't understand exactly what your seller wants. You need to do that up front so that way you can relay it to the buyer's agent. Make those buyers write the offer exactly like you want it. I know that sounds crazy. But they'll call you and be like, oh, what can we do? And most agents are like, oh, we'll just put your best foot forward. No, I'm like, this is exactly what they want to see in regard to the timeline. This is my expectation in regard to the minimum amount of offer. And just so you know, this won't win right now. And which kind of leads me to my next point. You also, well, two points. You have to understand what makes a good offer. I know that we're not in 2021 anymore. So like maybe people who have forgotten that escalation clauses are a thing or appraisal gaps are a thing where that you can do non-refundable deposits instead of, you know, like there are ways to make your offer even stronger. But as a listing agent, it's your responsibility to know what those are. Because again, I'm coaching. I'm coaching every buyer's agent that calls me.

29:56And which leads me to my next point is that you need to understand what you're listing agreement allows you to say versus not say. So like in my listing agreement, it says the broker is authorized to disclose the existence of offers, including sales price and or terms and condition. So that gives me free reign of like, hey, like if you, you know, they're like, hey, do you think this will win? I'm like, no, it won't. Yeah, because you know, we already have an offer on the table that's us. So I think understanding what makes a good offer and understanding your own ability for left and right limits, you can shape ahead of time and the offer that you want to see that you know this best for your clients. Okay. Out of these six offers, how many of that buyer agents called you? Three or four. Not all of them. And that was so interesting. Yes. Super surprised when one would just pop in. She's never texted me. No questions. You know, then offer just came in and I'm like, that's almost a waste of time. Yeah, who are you? Yeah, almost a waste of time. Just because if you don't call and ask, hey, what, what is your seller want to see?

30:57Then you are literally writing an offer that you're likely to get accepted as like far, far less than it would be. Okay, guys, if you are watching on YouTube or if you're not watching on YouTube, now is a good time to hop over because one of the things that I, oh, YouTube, theagentgoldmy.com, nope, that's wrong. Ellie, what's our YouTube channel? Theagentgoldmyne. But I guess all that kind of note of the website is like, I don't know if you all know this, but theagentgoldmyne.com does exist. And we have a lot of almost all the tools that we talk about uploaded there in there for free. So if you go there, you scroll down to the bottom. Maybe you get access to the bottom. Ellie, please. Yep. You just put in your little email and then you'll get access right away to our Google Drive, which is where we have everything for you for free per episode. So try to remember which episode it was that you liked the most. And then that's where you can find all of the golden nuggets that we have on there. The only thing that we ask for in return is a five star review.

31:58Please, board five board. Gracias. Right, which y'all are not doing, by the way. Yeah, it's been a while. Yeah, because we see all of the little gold mine requests for the nuggets and stuff to get access. And I'm like, we do not have equal amounts of reviews. We don't they like stopped. They stopped after we stopped asking for them like individually, not on the podcast, because we can ask all day. Right. So I think you start asking individually. You're right. We're doing this out here for free. Paying for this podcast. Yeah. And not even getting reviews. That's right. Okay. So at this point, you have already done pre-lim negotiating with buyers agents, just to make sure they understand what is a great offer. And now at this point, you are you're at your highest invest timeline. You have all the offers submitted and you might be overwhelmed. You might be like, oh my god, I have literally six offers. All the little details and I have to go through. And how do I even articulate this to my seller?

33:00Well, fear not, because I'm going to upload my multiple offers worksheet into the agent gold mine. So you can have this for free be ready to roll when it's your time. To share. Yay. So at this point, what I like to do is I like to send an email, which I'm sharing with you right now, where it's just like excited. Like, yay, six offers to purchase. I've compiled the offers into my multiple upper worksheets. And then I also send them the Google Drive with the full contracts uploaded, that's just a me thing. I know I'm like full of the top, but like I want them to know that I'm not making up numbers. Yes. Yes. From real people. And these are the type of clients who actually might even open them up and be like, oh, because they're detailed oriented. I also send them an updated sellers net sheet with the top two contenders. And at this point, I shoot them attacks. And I'm like, hey guys, just show you an email. Can you head over to your computer and pull up the links that I shared and then let me know

34:01when they're pulled up? And I will give you a call. Because what I want, this email is not explaining everything. I want to be able to verbally explain with a visual aid. This is just my process. You can do it however you want. But yeah, so at this point, I call them and I, I already have this pulled up, but I don't start diving right into this. The three things. Number one, when you hop on the phone, remember to congratulate. Don't just hop right in and be like, okay, let's talk about this. Like, oh, make it a big deal. It's a huge deal to them. Like, oh my gosh, guys, we got freaking 10 showings yesterday. We got six offers of purchase. This is absolutely insane. So incredible. Because if you make a big deal about it, which it is a big deal, then they also are excited about the moment. Don't breeze by these moments. Yeah. Then, my second point on the phone call is always compliment them. Being like, hey, and I just want to say, thank you guys so much for all of the hard work

35:03that you put in leading up to this moment because this was a team effort. And because of the macular condition that you left, you know, your home in and your willingness to pull off, this is a direct reflection of your work. You know, that's my second point. And then the third thing I do before I talk is like, okay, let's just do a quick recap of what we, what happened up to this point. And I like the recap because this is now your chance to recap of the hard work that you've done. Because you don't want them to just think, oh, yeah, like I did everything in my agent, you know, was just there. It's like, okay, up to this point, you guys did everything that you were supposed to do. You killed it. Then we took that and we did the mailers for your neighbors. We did, we got your property in front of 52,000 people on the internet. You know, hype, hype, hype. And like, this is a buildup moment. You know, this is a really big moment. And then now that you've done those three things, you're like, okay, let's talk about it. Let's see what we got here. And then I, okay, like, are you looking at the multiple offer worksheet?

36:05Awesome. Okay. What you're seeing here is, and I start the same thing. I'm like, guys, the best thing is the very worst offer we got was a full price offer. Oh, so sad. You know, go through the whole thing. And then what I tell them is what I did is because there's a lot of little details on the contracts. I like to compile the key points of all of the contracts into a spreadsheet. So we can easily compare. And what I did ahead of time, which by the way, the choice of which offer to select is 100% up to you. But what I did ahead of time is I narrowed it down to the two best contenders. Cranted, you can pick the one that I have not narrowed it down to. But these in my eyes are the ones that are best. And let's talk through why. And then I literally go through the financial terms of escalation, the earnest money deposit, you know, seller concessions, the buyer's agent dropped their commission to try to win, which I was like, don't do that.

37:10I mean, it worked out. It did work like that was the factor. So Drake was like, I mean, if it works, it's two and a half is better than zero. And I was like, okay, fair. But in my mind, I'm like, don't try my commission. Yeah. So they dropped it by 0.15 or was there is a half a percent? So originally it was 3% and then they did two and a half. The other agent did 2.65, the rest did three. I've never seen 2.65, but hey, hey, yeah, well, they didn't win. Yeah. And then broke down. Both of these were cash offers that escalated, you know, the winning one, 27,000 dollars over a list. But they both waved inspections. The one that won had 12 to 15 day closing with literally no inspection, no appraisal, like nothing. They're just like, okay, we take it plus 30,000 dollars in earnest money. And since there was no inspection period or contingencies, it went hard immediately. So even if they changed their mind, you know, three days down the road, my sellers were like, okay, we'll keep your 30 grand and we'll move on to the next offer, which is literally like,

38:13the offer they chose when you just look at the offer terms was actually like a couple hundred dollars less than the other one. But this was the thing that really wanted guys is that the fact that the offer that won allowed them to stay in the home without paying rent for free all the way through June 30th. What? If they would have closed and then had to find an Airbnb for $2,500 a month, it right now it's April, I mean, we've closed, we already closed this probably two and a half months then of free. You would have months of free. So I'm like, also, yeah. And they did a they did a like a $5,000 holdback on their proceeds at closing and they're like, we don't care. I mean, we take amazing care of the property, which obviously they do. And so, yeah, totally for free. And so anyway, this is an example of multiple offer worksheet. I'm sure there's other out there, but this any questions on this? Nice. Okay, I'm curious. If you remember, as you were talking to this is offer number four that won,

39:18close up, the runner up was offer number five. Yes, I'm presuming that you spoke to that they called you. Did you? Yeah. Did you end up talking to offer four second? Like, what is your process of of reestablish? And like when the when the when the baseline gets higher, how do you tell the other buyer agents, hey, actually now this is the baseline, you know, that? Well, I did. And I was like, hey, look, I am not trying to make your buyers, you know, go outside their comfort level. I'm just realistically trying to tell you that at this point, you know, the highest offer is not yours. And the other thing that I do is whenever it's tight like this, I share the other offer, not not not before. But like after like, hey, you won, but just so you know, especially when whenever there's an escalation in our market, you have to share whatever offer is the one that made you escalate. Does that make sense? You guys have that? You too. Someone too. You have that too. Okay, cool.

40:18So we had to share it anyway. And so like there's, you know, I mean, it is what it is. But that is when he was like, my buyers are at their max. I will just drop my commission to try to squeeze us over the top. And that's what he chose to do to win it. Yeah. And even if he if he didn't drop the commission, wouldn't, would they still have chosen that, you think? Because of the 30k or this money? Or no, it would have. But let's actually let's go to the, so this is the other thing that I sent them. Ignore actually shit. This is, I forgot that I updated it. Man, so originally I had the offer for an offer five side by side and directly compared to them. This I updated the pink. So we closed with a different, a different title company than I normally close with. So whenever our settlement statement comes in and it's different than my net sheet, I like to show exactly where the differences are, which is how I did. Because then in Kentucky, the buyer chooses the title closing title company. I don't know if that's the same in Tucson. Same. Yeah. Okay. Yeah. And so anyway, this is no longer that applicable.

41:21But for those who view or are just listening, I was going to share my sellers net sheet where it showed offer for an offer five side by side. So that way they could directly compare the itty bitty numbers. Because the multiple offer worksheet is just the terms of the offer. Whereas the net sheet goes to what they can anticipate to walk away with at the closing table. It's the other cost included. Does that make sense? Yeah, definitely. Okay. And a lot of title companies will have that available to what they're projected. Like a seller net. Yeah. Yeah. Yeah, totally. Yeah. Okay. So at this point, I was like, Hey, if this were my offer, I would choose offer four because of these reasons. But this is 100% your choice. Please tell me what are your thoughts? What are you thinking? And they're like, Oh my God. Yeah, this is makes perfect sense. She'll be one every say. Let's do it. You know, I mean, they didn't say it. Well, kind of. If you ever listen, love you guys. I don't think everyone will, but just in case.

42:23Yeah. So questions on this process. At this point, I as a listing agent get nervous that the buyer's agent did not fully, fully walk through the gravity that is submitting an offer. You know, like at this point, I'm like, I get scared of accept it, like completely accepting an offer, taking it off the market. Because then what if we have to go back on the market? Do you do anything else at this point or have you already spoken enough to the buyer's agent to get the feel that this buyer agent is experienced enough to have had that conversation with their buyers to not get cold feet as soon as they get an offer accepted and walk, which I think happens a lot in Tucson. That's so interesting. I don't think that happens here very frequently. Yeah, I was not worried about that at all, especially because in the offer for the one we accepted, they had already, which is not required at all in Kentucky, but they had already written out the earn its money deposit check and sent me proof of that and the agents that I have it in hand

43:26and will be bringing it into title. So it wasn't even in my mind. I'm like, dude, walk if you want it. Yeah, you know what I mean? I'm like, whatever. But no, I didn't feel that way at all. I do think that's a really good point, though, Ali. And for people who are listening out there, I make decisions as a listing agent on what to recommend to my seller based on my interactions with the buyer's agent. 100% I will recommend an offer that, you know, hey, I know this one went to the moon over here, but I talked to the agent. I looked up their stats and I am not confident in their ability to close. Whereas this one meets everything you're looking for and then some, and I am incredibly confident in the agent where I've worked with them before or whatever. Yeah, it's a great point, Ali. Yeah, because it happens. It happens so like agents. Yeah, yeah. That's what you can get over the phone too. As a buyer's agent, you can prove your freaking worth of like, yes, I know what I'm doing. And I have already had that hard conversation with my buyer clients saying when we go under

44:28contract, that's serious. We're not going to just pull out just because you got scared. Yeah. Yeah. I do think that that conversation is probably more required on first time home buyers who don't have enough money to buy the entire property cash and let someone live in it for, you know, like, and of course I had proof of funds for all of these offers. But I do think that the conversation is a little different depending on the actual buyer. Does that make sense? Yeah. Yeah, that does. Yeah. Yeah, if they're not used to experience. Yeah, so that is, this is the case study that I was talking about. I don't think I have anything else. I guess to wrap it all up. They closed in 12 days and it was, I was telling Drake only after it closed. I was like, that was the most beautiful transaction of my entire life because after we got it signed, we were done. There was no, okay, now we're appraisals next with the inspections and here's when you have to leave the house, it was more of like, hey, final walkthrough is on this data this time and we close the next day at 10 a.m.

45:30What are your questions? Yeah. Like, my God, that's amazing. It was the best thing ever. I was like, this isn't my new standard for listings. Like, it's like, wow. Yeah. And it all came from YouTube. Hell yeah. It all came from YouTube. Yeah, totally. This was a lot longer episode than I thought it was going to be. So this was really good. This was really, really helpful. I'm so glad. Yeah. And if you guys are out there and you have questions or anything, comment, let us know. We're happy to talk about on this. We will talk about literally anything. So there's like, hey, dig into the topic. Where can you pull that back up and go over it? Dude, we're here for it. We'll give you a shout out. All that stuff. Yeah, Ali, anything they missed? That's it. Be a bro and share this show. If you're on a 50-50 split, it's time to rethink your brokerage. At EXP, the split is 80-20. And once you cap, you keep 100%. We show you how to get there faster. I'm Ali Garzad, or Ali the agent. My sponsor, Shelby Johnson and I, each close over 40 deals a year.

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