Oct 18, 2022
On today's episode, Jeff is
going to talk to Jonathan Spears, founder of The Spears Group from
the panhandle of Florida. Today they are going to discuss some of
the basics and some of the things that helped Jonathan to get to
where he is today; From foreclosures to luxury real estate,
Jonathan focused on the top parts of the market that were
transacting and he was knowledgeable about them. Real estate is not
easy and it's not going to get easier anytime soon, so listen to
Jonathan’s advice on how to prospect. Tune in.
- At the Spears Group, Jonathan and his team
serve second, third, and fourth homeowners, investor profiles and
they are very fortunate to be along a white sand beach, emerald,
green waters that serve such a wonderful community in the
- When we all think of the word recession, we go
back to 2007, 2008, 2009 but for us, it really was 2010 when we had
the BP oil spill that really threatened the quality of the beaches
and Jonathan is a true product of recession.
- Having to figure out how to collaborate with
people that were not of Jonathan's age or even collaborating with
those that were close to his age but had major age gaps; that
helped to set up for a lot of success in real estate for
- Jonathan always tells his agents to stay
obsessed with the hot seat and stay sharp. Because when you are
sharp and you have market knowledge, it doesn't matter how you
- Online real estate websites or technology tell
you what's transacted and what the price point is, but they don't
tell you who the people are and why they transacted.
- It is fundamental to all the agents to focus on
is why are things transacting in the market that you are serving,
- Direct mail is very valuable in our market
because our clients aren't in our market. So, we are trying to
engage them back home in their market, whether it's through direct
mail or social media or through other ad campaigns, says
- It gets under Jeff's skin when he sees an agent
tossing and turning in the wind. Because just a little bit of focus
and a little bit of daily discipline can be the difference between
providing for your family at a high level and
- When you are struggling you feel like you have
to cast that wider net, but you are actually doing a disservice to
your business. When you do so and niching down and going deep on
just a local community and become the digital celebrity, like the
authority in the community that lifts it up rather than having to
talk about real estate. This is more of a social
- As a real-estate agent it is important to
realize that you have a routine and because you don't track it, you
don't know it. So, if you are the CEO of your business and you are
not tracking what you are doing, how do you actually know what is
going on in your business?
- As per Jonathan's business model, he wants to
create more of a level field for agents. He wants an agent's
business to be more predictable.
- Sales is a numbers game; How many phone calls
does it take to equate to a real appointment? Jonathan' would say
his sales pitch to you is to be the CEO of your
- The best piece of advice Jonathan would give to
a beginner is whether you are in the mortgage industry, the real
estate industry or any other industry, snuggle up next to whoever
you idolize. Whoever is doing the most in your market, whoever will
give you the time of day and learn from them.
- When it comes to value proposition you can look
at it through two ends of the spectrum as a new agent. The value
proposition you could have to a customer is you know being at a
great brand or brokerage that provides a certain marketing outlet.
But at another end of the spectrum, where you are a successful
agent on a micro basis when you prospect the value proposition that
you provide needs to be in direct correlation with the value output
that your customer wants to get.
- Know your audience and figure out what's
important to them, says Jonathan.
- The ability to understand the whys and the
market is not widely known. There is no strategy.
- One challenge for all agents is to listen
whether you are a leader or you are an agent; dial in and try to
figure out what your true value props are that are actually
different, says Jonathan.
- Rewire and direct mail could be super
effective. For Jonathan in a second home market, his customer base
isn't always there and so ways to get in front of them is through
- The way that we approach direct mail is kind of
a litany of things. It could be a mixture of handwritten notes,
direct mail, postcards, says Jonathan.
- Pick 200 addresses and farm them constantly.
When you start seeing response from customers is when they start
seeing a repetitive value proposition from you.
- For Jonathan it takes 6 postcards to one area
before he ever gets a single call. 6 valuable direct mail pieces
whether that's handwritten notes, postcards, brochures, 6 pieces
before Jonathan and his team ever get a response and that's
typically like one or two responses.
- As per Jonathan, you have to be consistent in
social media. It is going to take time but imagine popping off and
it happens very regularly now, and you can go into a listing
appointment or put on a marketing piece that you have the
capability of getting hundreds of thousands of eyeballs on your
- There is constant consumption of knowledge. We
are constantly listening to podcasts or reading books, reading news
articles, or scrolling social media to try to find more
information. Be disciplined to apply the knowledge that you get to
your business. It's your life you consume over and over and over
3 Key Points:
- Only distressed properties were transacted at
the time when Jonathan came out of school and started into real
estate, and it really exposed him to pricing properties for banks
or lenders or sometimes private equity groups.
- For a lot of us as humans, a routine is
incredibly important and that is something that Jonathan mentioned
that he has customized, and the approach has worked for
- As a real-estate agent knowledge of the market
is probably the most important thing for an agent to focus on; it
is their biggest value proposition, says Jonathan.