Hello and welcome to Opening the Gates to more listings for
Estate agents with me, Simon Gates.
And I'm delighted to be joined today by Mr. Sean Newman.
Sean, thank you very much for joining me.
Yeah, thanks for having me on your show.
I'm looking forward to having a chat with you.
You're very welcome. It's like appearance 2.5 slash
3. You had the very first
appearance, which was in the early days of estate agency.
And I still look back very fondly on that conversation
because it was full of so much gold.
And you talk with so much passion about the state agency.
And then you very kindly helped me get Tom Panos on last year
when obviously I say in success and it was happening and, and
you kindly organise that. So I said, well, come on the
podcast. But we were kind of just in the
background in awe of Tom just dropping all this absolute gold.
So here we are for your third appearance moment against more
listings and we're going to be talking all about the Third
Estate Agent's Success Summit, Becoming an Attraction Agent,
which is on Thursday the 18th of June at the National Conference
Centre in Solihull. So become an attraction agent.
It's a big topic, Sean, but what's the first thing that
comes to mind when I when I say the title of the summit?
Well, you know, I think the world is changing in estate
agency, and this has been coming for a while and agents got to
change what they do. You know, in the past, you know,
you want to be the best estate agent.
And it's sad to say that in the future, I don't think being the
best agent means you're going to win the business.
Unfortunately, it's actually not the best agent.
It's going to be the best known agent.
And I think whatever business you're in, being the best isn't
good enough anymore. You've also got to be the best
known. And I'll give you an example.
Tyson Fury, arguably one of the best boxers in the world, but
being the best boxer isn't good enough anymore.
He's on Instagram, he's on Netflix, he's written a book.
He is the best known and be by being the best known, he
commands an audience and attention, which also increases
the the value of his fights and the promoters and the and the
purse, whoever wins. And talking of boxing, Jake
Paul, I mean, he's not even a boxer, but he's the best known,
you know, on YouTube. And, and then obviously he's
used that attention and it was all about attention these days
to then give, give him the sort of opening to do other, other
things, including obviously his drinks and boxing and, and
various other. But it's all about the attention
he's got to start with. And it's the same with so many
industries now. And you look at the successful
people, they tend to have a very successful strategy on social
media as well. So we're we're all in the media
business these days, right, Whatever industry we're in.
And you have a product or service behind that media
business. That is the thing that that
generates revenue. You mentioned Jake Paul, then
there's like you, Mr. Beast or you've got KSI, you've got Logan
Paul of Jake's brother, who's gone into wrestling off the back
of being a, a media tycoon. And when you say about Tyson
Fury, I've never actually thought of it in the way you
just said about about Tyson Fury.
The example I normally give is even with movie stars, if
Leonardo DiCaprio or Dwayne Johnson or Tom Hanks, just some
of the actors that first come to mind.
And Margot Robbie is an actress. Do they sit in their mansions in
LA when a new film comes out and wait for the money to come in?
No, they do red carpets all around the world.
They go on the Graham Norton Show, the Jonathan Ross Show,
whatever, promote, promote, promote.
And I recently, it's very random.
I recently went to an Akon and Neo concert at the O2 which is
unbelievable. It took me back to my like mid
late teens and being in nightclubs.
But Acron Neo did so much promotional work when they're
over in the UK like they were everywhere.
Like it's insane. And when the people agree or
disagree with him and not to get political on this podcast,
Donald Trump did. Was it Jake Paul or Logan Paul's
podcast or other? He he was doing podcasts when
when he got elected for a second term, he realised if I go and
spend time on these podcasts with these people who have huge
followings, I could potentially win loads more votes there,
which sounds insane that somebody's getting elected to be
one of the most powerful people in the world.
He's going on podcasts. And and to become president, it
was because he was on TV before he was, you know, if he hadn't
been on TV before. And and some of these actors,
that's the being the actor is almost the attention and and
being known they're making more money from selling products.
So Rock Johnson's probably made more money from selling tequila.
Another other business deals. Yeah, it's a familiar thing with
with actors now they're making more money outside of the
industry. I think on your point now, I'm
pretty sure it's Jason Derülo who has the attention on him
from his music, but he invests loads of his money in monthly
subscription car washes in the US and I think he's making more
money from car washes. And it's usually the, it's the
unsexy business, right? You and many of your colleagues
across the fining country network, you must have shown
loads of millionaires and billionaires around houses.
And you're like, what do you do for work?
And it's always some, like, niche unsexy business where
you're like, oh, right, That made you a billionaire.
Did it? Yeah.
So yeah, coming back to the attraction, Adrian, you know,
it's, it's not good enough to be the best agent anymore.
You've got to be the best known. And I think with estate agents
to try and get business, they've been guilty of, you know,
constantly having to do prospecting.
They're doing leaflet drops, they're doing cold calling,
they're going to follow up. And the attraction agent format
is where enquiries are coming to you.
So instead of having to go out and chase and get, and you know,
the, the, the enquiries are coming to you because people are
seeing you, they get to know, like and trust you and they're
coming to you. And we've examples of this where
the agent will get the call in the past, it's, you know, the
call is well, how, how much do you charge for selling the
house? Or can you come out and do
evaluation? You know, I've got two or three
other estate agents coming out. Now our agents are getting calls
saying, can you come out and put my house on the market?
They're not asking about the fee.
They're not having other estate agents.
They've already done the research.
I mean, in the old ways, you know, to decide which estate
agent you want to use. You have two or three, you get
to meet them and decide which one you like and which one's
going to do your best job. But now they're already
following you on social media or whatever platforms and they've
already thought, wow, they've got some nice houses on the
market or they've sold another house.
Now they're talking about the area, selling the area.
They give me information about what's happening in the property
market. But it doesn't even have to be
about property. They they could be talking about
events going on in that town. Because if you live in a town,
you want to know, you know, stuff that's coming, you know,
on about a recent event or the schools or good places to walk
your dog, a good golf course, a good coffee shop, Like you're
going to be interested in that if you live in that town.
I mean, you know, or you're moving to that town and that's
going to get your attention and then you're going to follow that
person. And it's also a great, what I
call a stay in touch policy. A lot of estate agents might
sell a house. I mean, I know a lot of them
don't do this, but you know, you want to follow up with a, with a
client or maybe let's talk about evaluation you've done.
You want to follow that up and you can't see following up.
But if they're following you on Instagram, for example, they're
seeing you every day and they go, oh, yeah.
And then it's almost like they've built that rapport with
you without you having to be there.
And it is all about relationships and relationship
building. And when they get to know you
and follow you and you know, there's, there's probably
examples of, of people that have instructed an agent because they
just know them. They, oh, it's arena.
They go, oh, I know, search and search or oh, he's at, he's,
he's one of the parents at the school.
And I got chained to him. And we get, oh, no, oh, you're,
you're an estate agent. Oh, great, I'm going to use you
to sell my house. But now to physically meet as
many people as there are in your town, it'd be almost impossible.
But through social media you can literally speak to hundreds and
if not thousands of people and suddenly you become the best
known. And I've seen this happen where
in a town where we've got an agent and they are brilliant.
You know, they, they've got great reputation, they get loads
of recommendations and you know, they get and they get the house
on at the right price. They charge a professional fee.
They'll follow a process, they'll do an open house,
they'll get multiple bids. They're really skilled at
negotiation. They get the price or sorry, the
offer's up. They get great offer on table
for the seller and then they see that transaction all the way
through. They work extremely hard to get
great results. They are brilliant.
But one thing they don't like, they are old school by the way,
they are not keen on standing in front of the camera.
They don't like it. And then a new agent came into
their town who's got no experience in the state agency.
It's not particularly good, doesn't really know the area,
doesn't really know the state. It doesn't like, it's pretty
bad, like really bad. But they love social media and
they are all over it. And then our agent, the agent
I'm talking about, they've seen properties go on the market with
this other person going, why are they using them?
Why are they going to them? They're rubbish, you know, and I
know the, the, the old school estate, they're brilliant, but
they're losing market share to some new guy.
And my, my word of warning to estate agents that are doing a
great job and they're the best agent in their town and
everything is going well is that things are changing.
And if you look at other industries where there's a
dominant company in a market and you could talk about mobile
phones where everyone had a Nokia phone, like there's no way
when back in the day, you know, anyone would think another phone
company could dominate, you know, or overtake Nokia, you
know, Blockbusters. I don't Debenhams.
Debenhams were a great brand in my opinion.
They had a great reputation, great products, great service,
great position in in the market or in their stores.
Like there's no way anything's going to go wrong with them and
that they went bankrupt because they didn't move with the times
top sharp and and and all of those have been overtaken by
Pretty Little things. Even even gym shark overtaking,
you know, Nike's market and Nike were brilliant, got a great
brand, but it's sort of almost like gym shark was successful
because they sent all their teacher tops and sportswear to
influences people who are doing online training or you know,
personal personal training and who were obviously on Instagram
got lots of followers and people see these these personal
trainers with gym shark clothes on and suddenly it became the
best known brand, not necessarily the best brand.
I mean, I don't know, you know, I mean, Nike might have a great
T-shirt and Gym Shark might not be as good, who knows?
But people are not going, oh, which one's the best, Which
one's the cheapest? They're going.
Everyone's wearing Gym Shark. I need to get some Gym Shark
stuff. So this is my sort of warning to
estate agents out there that if you just carry on the way, you
are relying on leads coming in from portals and bearing in mind
when when a lead comes in from a portal, it's probably going to
all your competition as well. Get agent again, it's another
lead source, but people are choosing might go to you or
they're comparing you to all the other estate agents and who's
the cheapest or what's the market share, whatever.
Then you've got, I don't know, maybe instant online valuation
leads. You know that you're waiting for
which the quality might not be as good and you're having to
chase them and follow them up. What you want to be is an agent
that people are coming to. They're coming to you because
they they've seen what you do. They know about you and they're
going, OK, this is the best known agent and they want
they're just calling you to sell their house.
But yeah, that's it's changing. And what we're going to do on
the 18th of June is tell or teach or show agents the
formula, the format, the strategies, the process, the
systems, everything they need to be doing.
So that over the coming, I think years, you know, it could be,
you know, it's this is a long term project.
You don't certainly become an influencer in your market
overnight. But over the coming year, 2
years, three years, if you don't start making the changes now, in
two to three years someone else will be coming into your market,
doing these things and taking over some of your business.
Agreed. So there is so much I could say
bats that, but I'm going to try and distill it down to three
points. When you said initially about
building rapport, the classic estate agent back in the day, in
the early day of my career is you're walking through the door
and you mean like where can I build rapport?
Is there a set of golf clubs? Is there a Liverpool shirt
somewhere? I support Liverpool.
Did you watch a game at the weekend?
Whereas what you're saying is in the world we now live in is that
actually you've got home owners building rapport with you, the
agent. Yeah.
To this is AI guess AB to B rather than B to C.
But when I had Terry Robinson on the podcast a year ago,
whatever, it's like, what do I know Terry online like when he
got that Porsche playing very good at snooker, playing the
piano, that sort of stuff. So before we hit record, I'm
like, oh, Terry, I remember that video you did in lockdown where
you had that dressing gown on you on the piano and like, so
like it. That kind of knowing him is a
key thing, I think in how rapport has switched if you do
it well. The other thing in terms of that
agent you're talking about who came into a town, how many
agents up and down the country just like that where projects my
language. But a shit agent with amazing
marketing will be an amazing agent with shit marketing.
Yeah, everyday. You've only got to look at
McDonald's. Probably the worst burger in the
world. Yeah.
Great marketing, great photography, great video, great,
you know, their marketing has made that burger the most
popular, best selling burger in the world.
So it doesn't have to be the best burger, it could be the
worst and with the right marketing, so, and that's what
can happen. People could be choosing estate
agents because of their marketing.
So you've got to be a good agent and have good marketing, bad
agent with good marketing. We'll get away for it for a
while and can obviously improve because they're doing volume.
But, you know, we do need to change the way we're doing
business if we want to continue to have the success that we've
currently got. And the Third Point that
selfishly from my perspective, when I left estate agency and
went into the dark side of prop tech, I did not like cold
calling estate agents. It was not fun.
And I read Key Persons of Influence by Daniel Priestley
and went, hang on a minute, if I build up a personal brand and
become a key person of influence, maybe I can attract
people to me. And when I sat down with Sam
Hunter in the early days of home search before even realizing the
amount of cold calling you need to do and he's like, what do you
want to do? And I was like, I want to be on
a stage in five years time speaking at conferences.
This is my, you know, I've been fortunate enough to speak on on
many stages and this is my third time speaking to the estate
agent successor there. And I think in part that is
because of becoming an attraction speaker in that
personal brand. Is that a fair point for me to
say, Sean? You've actually nailed it.
That's exactly what you've done, and you made a good point about
Terry earlier. Because being an attraction
agent isn't just about posting properties is posting, you know,
content that's not only, you know, useful and educational and
entertaining, but also personal because people want to connect
with you. Imagine you meet someone
somewhere, a social event could be a networking could be in a
pub, whatever coffee, you know, you build a rapport with someone
because they've got things in common.
And you know, obviously if you're not with someone
physically, you're obviously on a line online and and you're
doing a, a video. It's important you get across
the type of person you are. So you might have a dog and be
walking your dog and then someone else is going to be
thinking, oh, Sean's got a dog. Yeah, we've got a dog.
If he's got a dog, you could be taking your kids to school or
certain school and they go, oh, Sean's, Sean's got kids as well.
Or he goes to the same, his kids go to the same school or they,
they play for the same football club.
Oh, Sean playing golf, Sean. And suddenly the type of climb
that you're looking for will come to you because it'll be
someone who's married with a couple of kids, lives in the
same area, plays golf, you know, got a dog, you know, because
people want to work with people that are similar to them and got
the same values. It could be, you know, if I, if
I was a woman, that's an odd thing to say, agent and I was a
woman. But I'll explain where I'm going
with that. I don't know, just confuse
myself. But that's on a Friday.
Night, but that's a that's a clip for social media, sure.
If I was a woman, this is going to get cut out and just posted
isn't it? With no context.
The point I'm going to is if I was selling my house and I was a
woman and I was getting divorced and I hate men, I'm probably
going to find another woman who's an estate agent.
If she happens to have been divorced as well, even better.
Because we can talk about men and how terrible they all are.
But but people want to work with someone who who has got things
in common with them. So if I've got kids, you know,
the you know, I want to deal with an agent, maybe that's got
kids or a similar age group and it could be ethnicity, it could
be religion, it could be areas, could be type of properties they
deal with. I certainly know with finding
country that a lot of sellers will say the reason we come to
find a country is because we want to deal with an agent that
sells properties similar to ours.
So, you know, it's the type of agent, sorry, the type of
property that you work with. Now, some agents might want to
focus and have a niche in, you know, properties for first time
buyers or apartments. And it could be bungalows for
elderly. It could be downsizers.
If you know, if I was an older estate agent, I might want to
work with downsizers. People are looking to retire and
buy, you know, buy something, you know, smaller, but it could
be families. So it's important as an agent
you, you know who your target audience is and you create
content that's going to be of interest to them.
So if I was selling £1,000,000 properties, my audience would be
people who own £1,000,000 house. What would they be interested
in? Well, they would be interested
in probably golf, maybe clay pigeon shooting, maybe private
schools, maybe luxury restaurants or luxury hotels or,
you know, things that are higher end value wise, whether that's
cars, you know, whether it could be a Range Rover dealership, you
know, sort of, you know, to car. But it's going to be completely
different than if you were selling properties for first
time buyers or selling houses on accounts for the state, for
example, the people that live in different houses.
Or would have different interests, you know, they, they
could support a certain football team or they could have more
interest in football generally. Whereas someone in a, you know,
a multi £1,000,000 house might be more interested in golf or
rugby, for example. So, so you've got to know who
your audience is, be clear on who your audience is, then be
clear on what their interests are and provide content that's
going to be of interest to them. So they think, ah, this is an
interest to me because he's talking about where to walk with
a dog. I've got a dog, I live in that
town. He's talking about schools, I've
got kids, I'm moving to that town, I live in that town.
So great places to take your kids, you know, at the weekend.
So you know that obviously I'm just giving some ideas here, but
we're going to go right into the detail about what is an
attraction agent, What is the formula, What is the format and
the type of content that you can create.
And the important thing to add about this event, and it is
going to be an amazing event. I mean, people will be blown
away. I mean, this is the best
investment an estate agent can make in themselves in their
business. And this applies to all the CNC
businesses, you know, big, small, you know, you know, if
you're the owner, you need to be there.
If you're the branch manager, you need to be there.
Because the these sessions, I've, I've asked all the
speakers to keep the sessions short.
I don't want 90 minutes of padded out waffle to get to 2
bits of 2 golden Nuggets and a long PowerPoint presentations.
I said right, we want Ted Talk style short like I'm squeezing
you and the other speakers into 30 minutes.
So they've got to just get rid of all this other stuff and give
the really good stuff the stuff that agents can take away and
implement literally the next day.
And there's no, I don't want to waste any time.
We've got some great speakers. I want to hear from speakers.
I don't want a long drawn out award ceremony and dinners, you
know, the four course meals. I mean there will be food that's
all included and coffee breaks, all of that.
But I want to get as much time in front of these, these
speakers giving their best content.
We're not going to have any sales pitches because sometimes
you go to these events and people have paid exhibitors or
sponsors have paid and they just to get on the stage and sell
their products. And it's not really what you
want that, you know, you might be interested, but you don't
want to be listening to sales pitches and we didn't want any.
I don't know, you know, people that are just trying to because
they're exhibitors. We we, you know, we haven't got
any exhibitors as such. You know, it's sometimes they're
like a sales fest, you know, of want to sell your stuff.
It's all good content. Do you want me to run through
some of the speakers and what they're going to talk about?
Yeah, I was just going to say just quickly on what you're
saying on the the home page for the event you've got it's you.
You've just now the the day that it says not your typical
industry event, no hidden sale pictures, no death by
PowerPoint, no drawn out dinners, no award ceremony.
And it's as if you've got a, a piece of paper and you've drawn
a line down the middle and gone, what does a, what does a normal
event look like? And what do we dislike about
them? And it's kind of those 4 bits.
It's like, well, let's do the opposite, a bit like being an
attraction agent. OK, what do most agents do?
They charge cheap fees, they overvalue, they tie into long
contracts. They don't have very good
marketing. OK, if I'm going to go set up an
attraction agent business tomorrow, no contracts, I'm
going to charge higher fees so I can do better marketing and I'm
going to actually price correctly, not overvalue,
etcetera. So yeah, I love that.
And in terms of speakers, I mean I've already name dropped one of
them who is obviously the headline speaker.
So before we get into you, let's start there with Tom because
last year I was like, you know that classic line never meet
your heroes. It's really like cringey saying
that. But I've listened to Tom on
$1,000,000 agent for for, I don't know, a dozen years.
I was like, I've read, listened, watched all the content.
Like, surely it's not going to be anything else.
I can hear from this guy. But in the world we now live in
of digital, you cannot be being in the room with someone.
His energy, right? And so he had people crying,
laughing. He had people wanting to run out
of that room and start going in certain houses straight away.
He was absolutely brilliant, one of if not the best speakers I've
ever seen. So Tom is worth the the ticket
price alone, but is there anything else you'd add on Tom
and then leading on to the other?
People who are talking, I mean, I'm a big, big fan of Tom, I
would say probably one of the best estate and C trainers in
the world. And, and I have seen all of
them. You know, I've been to
Australia, I've been to America, been to the National Association
of Realtors conference for probably 10 or at times seen all
of the speakers there and, and in the UK obviously.
And yeah, Tom's completely different.
I mean, he's got his finger on the pulse, which is, which is a
big difference that he's, he actually doing the, the job as
well. He knows what's happening with
the market, he know what's happening with the agent.
He's trained and coached from the best agents in Australia and
in other countries. And, and it's not just about
state agency, like this is life changing stuff.
He has some amazing messages for us all about life in general,
you know, and, and it's, it's, it's emotional and like, you
know, everyone, you know, was having tears at some of the
stories he was telling. And also it was a good
opportunity to reflect in your own life and look at where
you're going and what you're doing.
So I think this is going to be a game changer in business, but
also for people's lives if they want to improve their life in
other ways. So you know, this is going to
have an impact in their relationships with with, you
know, their husbands, wives, kids, parents, you know, one of
those things, it's going to have impact on their health.
It's going to have impact on wealth, investing, finance,
those sort of things. He's giving so much and he
literally gives, gives, you know, everything on that stage,
you know, emotionally and, and just the knowledge as well.
So yeah, he's, he's brilliant. And no one is going to go to
that event and go, you know, and regret it.
Everyone is going to be, you know, they're going to be in the
future. They're going to be looking back
and going. I'm so glad I went to that event
because that's just changed me as a person and a business.
And, and so, yeah, 100% see him. And just you mentioned earlier
about the different the, the event.
I have been to every single event, say agency event in the
UK and lots of into the countries as well.
And I know like there is nothing worse than, you know, you're
there for the morning and there's sales pitches and then
there's an awards in the afternoon or then you've got
loads of exhibitors and sponsors trying to sell your stuff and
like, it's hard to get, you know, I will always get stuff
out of it, even if I'm speaking to other people who are
attending the event. But I just thought I'd given up
on going to some of these events now because I'm just so I
thought I want to have a really good event.
I want to do it myself, you know, and I'm going to have a
really good event because I only want one thing.
I want to help estate agents be more successful.
Estate agents have had a, a bad reputation and, and sometimes
deservedly. And the perception from the,
from the, you know, the, the public isn't great.
And I want to raise the standards in a state agency and
get away from the typical estate agent that's taken a photograph
of house and sticking on right move and hoping it sells.
And if it doesn't sell, they're bringing up the owner saying,
oh, the markets, yeah, it's terrible.
It's the war, it's the political, it's the, I don't
know, the inflation, whatever excuse the weather, the bank
holiday. I mean, it's so you know, like
staying just got this list of right, what is it?
Oh yeah, all the holidays, the weather like, Oh yeah.
So the market, it's not the market, it's the estate agent.
Because you know, at the end of the day, if the I could sell any
house, if the price is right and the marketing is right, any
house will sell. There is always a market.
There's always people who want to buy, there's always people
who want to sell. There's people that are moving
with jobs, the kids are getting bigger, they need something
bigger. The kids have left home, they
need something smaller. They're having a baby, getting
married, getting divorced, someone's died, job promotion,
having to move with the job or getting paid more.
So they want like people are moving.
People want to move, you know, they, they just, but sometimes
they just need to get the, the marketing right and the pricing
right. And too many estate agents, like
you said, will go, Oh yeah, your house is worth say it's the
market value is 500. They think, oh, well, I'll get
you 600. Great.
Oh, we've got another listing. Great.
Stick it on right move. Oh yeah, the market, you need to
drop the price, drop the price drop.
And some estate agents don't really care.
They say they care, but sometimes they just care about
getting that house sold. Not is it the best price?
Is not is it the best buyer? Yeah, it's another one.
I'll get on to the next one. And we are so much better than
that. Or could be.
And I take inspiration from Australia and America and other
countries where agents get paid a lot more money, higher fees
and justify those higher fees because they work harder.
They're, you know, first of all, they've got licenses or exams or
qualifications. They invest a lot of, you know,
their time in money in marketing and continuous professional
development tends to be a little bit apathy when it comes to sort
of training in the UK. It isn't like something that
everyone goes to other countries.
They're like there's an event, a training event, they're there.
But maybe it's maybe the quality of the events hasn't been good
enough. I don't know.
But well, maybe people think they're doing a great job
because they're just doing what everyone else does.
But there's a whole new level that when you know, you can go,
Oh my God, we can do so much more and we can charge 2 1/2%
and justify that fee. I mean, I always charge 2 1/2
percent. I've never had anyone say to me
that was too much. You know, they've always said at
the end of the transaction that was great value for money worth
spending the extra. And, and we've got agents
charging half a percent. You know, I've been up against
agents charging half a percent. So I'm not charging double.
I'm charging five times more. But often it isn't about what
the fee is, it's what you can deliver.
And if that can have, you know, means that the property is
exposed to wider audience and you're going to get a better
price for them and it's going to be a lot smoother.
And ultimately that they trust you.
And that trust obviously takes a while to, to build up.
But you know, the, the situation with, you know, sometimes you'd
like, I don't know what phone you got.
What phone have you got? IPhone.
IPhone OK, like you could go into a phone store tomorrow and
say, I want a new phone and you know that you want to get an
iPhone, but they'll be saying, look, they've got an Android
here. It's a lot cheaper than the
iPhone And you'll go, no, no, I just want an iPhone.
OK, but this is cheaper and it's got a better memory.
And you go, no, I just want an iPhone.
Well, this has got better camera on the on the Android as well.
And you're going no, like you've already bought into the iPhone.
It doesn't matter that it's more expensive.
You just want the iPhone because you trust it and you used it.
And that's the point where you, you get to with and the state
agent, you just go, I don't care if you're cheaper.
I don't care if you're going to do this.
Like, I just want to deal with Sean because I trust him and I
known him and he sold my last house.
So anyway, you, you were talking to me about the, the other
speakers. Hopefully everyone knows
Christopher Watkin. He's always great.
He's always got great content. And, and he's been talking about
this for years about the importance of creating content
and becoming that agent of choice.
And you, you become the agent of choice before somebody wants an
estate agent. Like I'm a big believer in door
knocking and knocking on doors of houses that are currently on
the market. But it's almost that's after the
effect. I know some agents have suffered
from the fact that they've seen houses go on the market in their
area with their competitors or their estate agent and think,
hang on, we didn't even get called out to that.
So it's bad enough that you go out and you lose the listing,
But if you haven't even been called out, So you know, you
got, if you've, if you've ever seen houses going on the market
with other estate agents and you haven't been called out, then
that's being known being known as the top two or three in your
market. So Chris Watkins talked about
this for ages and he's going to give a great talk on that.
We've also got Sally Lawson. So if anyone's doing lettings
and they want to attract more landlords and this is a great
opportunity to get landlords now with the renters right Act and
that's, that's a, you know, a great business to be in.
So attracting more landlords. Toby Martin is going to be
talking about video and how you can use video and some, you
know, I've seen him speak numerous times and he's got some
great content. Obviously you.
Why don't you tell us what you're going to talk about?
What am I going to talk about? So the title of mine is 10 Ways
to Attract Sellers to Your Agency in 2026 and to give a
kind of sneak preview to it. There are loads of potential
sellers hidden in plain sight. And actually, if you just hang
around, you kind of touched on it a minute ago, if you hang
around in the areas before they need you, you're then going to
be the obvious choice for them to call.
So I'm going to be sharing 10 free, if not very, very cost
effective ways that you can go and implement it straight away
this very same day on how to attract more sellers to you.
So that's what I'm going to be doing.
Well, one of the other speakers is Raj Katecha.
Now I've met this guy. He's incredible.
He's got some great stuff to share with us.
He has worked with some of the best in the world.
I'm talking Tony Robbins, Stephen Bartlett.
Who else has he spoken to? Harry.
Vay, what's that? Harry Vaynerchuk Yeah, of
course. Obviously Tom's Tom Panos has
spoken to Gary Vaynerchuk as well.
Gary Vaynerchuk Yeah, and loads of other sort of top influencers
in the world. And then we've also got Marcus
Savage. So Marcus Savage was at the
Fining Country Conference. He's one of our agent success
coaches and he was voted the number one speaker at the Fining
Country Conference. And there was a lot of speakers
there, good speakers. And he's going to share what the
top 1% agents do. So he's coaching, you know, over
100 different agents and he's seeing which ones are doing well
and what they're doing. And he's just going to give away
those secrets. And then my son Tyler Newman,
he's going to give AI steal a few ideas from him.
He's, he's launched his business in Dubai now and he's got this
framework for agents and how they can attract sellers and
buyers to them using this, this formula of being an attraction
agent. So he's got actually a, he's
just going to share what that is and, and, and how it's working
and, and how to dominate the market in the, in getting a
getting attention. I guess it's the attention
market, but he's, he's got lots to share on that.
So that's it in a nutshell. Each one of those speakers will
give a lot of good Nuggets, sharing their knowledge and
experience. And yeah, there's going to be so
much to take away and implement into a business.
I'm I'm really excited. Well, I'm, I'm very excited to
be speaking at it. You know that I'm a big learner
myself. So if I wasn't on the stage
speaking, I'd be front row taking notes.
And when I'm not on the stage, I certainly will be be taking
notes. I had a notepad full of golden
bits last year from Tom and, and, and everyone else who
spoke. So yeah, it's it's going to be
unbelievable. I know I've already touched on
it, but if you're an agent listening to this, you're
already halfway there because you're open minded, you're
forward thinking, you're in that group that do want to get even
better. You're a high performer, but you
still might be one of those agents who goes.
I couldn't think of anything worse than attending one of
these events. Like Sean has spoken about what
a typical event looks like. I can promise you from having
spoken that to previously, yeah, it is not what you think.
It literally is a brilliant room full of high performers all
wanting to learn from each other.
And I think you touched on it as well, Sean, but it's not just
about the speakers on the stage because you're in the room and
in an environment of other people just like you wanting to
learn in the coffee breaks when you're chatting, you're learning
lots of stuff there as well. So it's definitely the right
room to be in. And I just want to go back a few
steps on something we're saying about being like that attraction
agent, knowing what your client or who your client is like being
that bungalow specialist. Typically, the agents I work
tend to be guys in their early 30s to early 40s who play a bit
of golf and like football. That kind of is if you drew a
picture of that's kind of how, how we meet each other, how we
get on and, and we talk agency. And when we, when you sort of
talk about that, I couldn't help but think of Tyler in following
his journey on Instagram of what he's building out in Dubai and
going I'm I'm pretty confident. I get a picture of the type of
agent who's probably attracted to want to work with Tyler.
That's not someone who is going out boozing 7 nights a week.
That's someone who's in the gym first thing, they're doing
marathons, they're on the bike, they're in the gym, they're
learning themselves. Like that's the type of agent
he's going to be attracting himself.
So there's going to be actual proof there on the stage when
Tyler's speaking as well. That's very true.
He's he's very specific about the agents that are going to be
part of his team. And it's almost like he's
turning people away if they, if the culture doesn't fit or they,
you know, he doesn't want to bring in, you know, bad apple,
so to speak. Yeah, I've been in, I've been in
their office. They've actually got, they
should be ready next week. They're actually building a gym
in their, we have a cold plunge, you know, sauna gym because they
want, you know, not just high performers in business, but high
performers in other areas of their life.
And all these other areas are actually well connected that if
you're fit and healthy and you've got mine, the mindset to
battle through to do a half marathon or a marathon.
And I think a lot of his team have signed up to the Abu Dhabi
Marathon in December. You know, some of them never run
a marathon before, you know, or never run, you know, anything
before. But there's a running, there's a
running club on a, on a Sunday morning.
And it's motivation for them to get their health in, in, in the
best, you know, way possible. Because if you've got the
fitness and the health, you're going to show up with energy at
work, you know, and with your colleagues and with your family,
you don't, you don't want to have time off and go, oh, I'm
absolutely knackered now and I can't, you need to be there for
your kids and go, right, let's go down to the beach or do
whatever they want to do. And so having the energy and,
you know, having the health, you don't want to be in a, having a
hangover on a, you know, Saturday morning or Sunday
morning and being in bed all morning.
Like they're up at, they're up early going for a run.
And then because they're going early for a run, like 6:00 in
the morning, they've got the rest of the day to spend with
the family or even do more work. So, and it's not just the health
side, it's it's other areas of their life.
You know, they're, they're talking about, they're about
being in their morning meetings. It's mindset as well.
And, you know, having that mindset of and belief in
yourself and, you know, making sure that you're.
Being positive, you're not one of these people who's going to
be negative and moaning and complaining because that just
rubs off on colleagues, that rubs off on client.
So there's whole, there's a whole load of other stuff with
that. But you do attract the people
that are like you, like you like golf and football.
I mean, I don't, I'm not a football fan.
I mean, I'm just chatting to someone who is and they support
Arsenal and I think they've just won something.
So who do you support by the Liverpool dear?
Liverpool, yeah. So you would have known that if
this was recorded a few weeks ago because of all the Liverpool
memory being out of my office. I just had my house decorated in
readiness of of selling it. So it's completely empty now.
I just want, I want to touch on a couple things you said there
in terms of like that attraction business that Tyler is creating,
because I've said this before on a podcast.
We have to remember that a magnet works both ways, right?
1/2 of the magnet is to attract the right people.
And it's not just about attracting the right people,
it's attracting the wrong people.
So he's not going to be attracting someone if I walk in
and go hang on a minute as cold plunges in the gym.
I've not lifted a weight in 20 years and I like a warm shower.
Thanks, but no thanks. Cool, you're already out.
So no. I love that there's something
else I was going to say. Ah, Troy Malcolm, who does
$1,000,000 listing age. I always get confused with
podcasts. You've got Ryan Serhant's TV
show that is on and you've got the podcast.
But Troy, Malcolm and Tom obviously worked together.
We know each other very well. And Troy said something on a
podcast recently and he said that you think in high level
sport, and let's use boxing and Tyson Fury as an example or
Cristiano Ronaldo football, right?
They practice so much more than they play.
Tyson 31 has a training camp for three months to go fight for 12
rounds, 2-3 minutes, whatever it is.
Yeah, in estate agency, we play so much more than we practice
and that and and we wonder why we're not getting better just to
use golf very quickly, Sean. Like I could go and play for a
while, but if I go out and play a few times a week, I'm playing
the same shit swing every time. And I'm like, well, I'm playing
five times a week. Why is my score not getting
better? Will you imagine if I actually
went to the driving range five times a week and played once a
week, would my score improve? Of course it would.
So I think again, the point I just want to get across to
anyone listening who should be in the room on the 18th of June
is that we need to practice more than we play in this business.
And then you'll you'll get the results that you want to be
achieving. Yeah, I think, you know, success
leaves clues as well. And you know, I've got, I've got
a saying that if you want to be successful in any area of your
life, including business or state, NC, I can sum it up in
one sentence. So this is the answer to
everything in one sentence if you want to be successful in any
area of your life, and this is it.
Find someone who is getting the results you want and learn from
them. And that's it.
And, and I say learn from them, copy them, emulate them.
And that those people are probably happy to share because
most successful people want to share their success and their
knowledge and, and pass it on and help other people.
So they've probably written a book, they've probably got a
podcast, they've probably got like you, like you're sharing
your, your knowledge that you know that.
So there's probably a course like there was an event that you
can go to, but you're not going to be successful just doing the
same thing over and over again. But if you find someone who's
getting the results that you want, do what they do and you'll
get what they get. And I think I, I mentioned to
you earlier, my, my bags under my eyes are from my goggles.
I've been wearing, I've been swimming this morning and I'm
doing an Iron Man. I don't know.
I told you this in the end of June and I've got a coach and my
coach is named Sean. Actually, Sean Conway, you won't
believe this. He's done 105 Iron Man distances
in 105 days, so he didn't consecutively.
And just so everyone knows what an Iron Man is, it swim just
under 4 kilometres. So it's 3.8 kilometres, then
cycle 180 kilometres and then run a marathon all in one go,
one after the other. And he's done that every day for
105 days. I've only got 1 to do.
And that's hard enough. But I'm learning from him.
I'm paying him to be my coach because he's already had that
success. Don't learn from someone who
hasn't had the success, who isn't doing it and hasn't got
it. Or, you know, there's too many
people teaching and they haven't even done it themselves.
But yeah, you know, the best investment you can make is in
yourself. And once you invest in yourself
and you learn this sort of stuff, you get it forever.
And I'm learning stuff about how to do an Iron Man and techniques
that are going to save me energy, who's going to help me
get further and faster because he's already done it.
Like, you know, you can learn from someone who's spent decades
to get this knowledge. You can learn from them in
weeks, days, even hours. What's taken them decades to
learn? So, yeah, there's the
information is out there. And at this event, if you're an
estate agent, that's where you're going to get it.
And I would encourage everyone to attend.
And by the way, I'm not doing this for money I make.
I will lose money putting this event on.
It's costing over 20 grand. And that doesn't include your
fee. Simon.
It's obviously, you know, a lot more than I know.
But then, you know, to put this event on cost me a fortune and I
lose money, but I'm doing it because I want to see the
benefit to help agents. And I just think getting Tom,
the fact that I can get Tom Panos over from Australia is,
is, is incredible. And so, you know, and I don't
know when he's going to come back next.
And he might never come back. So this could be, you know, the
last opportunity to see him live.
And you're right in this world of digital age where you're
still seeing people on Instagram, on YouTube, being in
the room, you know, I think when you're, when you're in a room,
you're like all in, if you like, you know, you're, you're more
focused because if something on a video, you might, oh, the
phone goes and you get distracted.
But when you're in a room and you're fully immersed, that's
the word I was looking for. And then you can just focus on
that one thing and go, right. And there's enough information
in from today that I can transform the rest of the year
and the rest of my career. So it's going to, it's going to
be full of full of good, great stuff.
I love that, right. So to sign off with, there's a
website that you can go to estate agent Success on it.co.uk
and you can get your tickets there and do message me directly
if you want my discount code and cost Sean even more money,
right? OK.
That's fine. It's it's absolute like peanuts
for the amount of value there is going to be in the day.
Like it is ridiculous surprise for Sean said it at.
But yeah, if you do want my discount code, do give me a
shout. Thursday, 18th of June.
Solihull is going to be unbelievable.
So for those of you listening like review, subscribe, follow,
share the podcast and that just leaves me safe.
Mr. Sean Newman, thank you very much for being an amazing guest,
as always. Do you know what I love?
I love, you know, being on this video because we could just chat
forever. I mean, you know, I've got so
much passion for this industry and I want to see people do
well. I get my satisfaction and
fulfilment, if you like, from helping other agents, seeing
them do well, seeing their success, not just in their
business but in all areas of the life.
You know, it could be their health, their relationships and
I and I'm very passionate to see, see, see people do well in,
in all areas of their life. So if there's anyone I can help,
if anybody wants any, any advice, do feel free to reach
out to me. I'm happy to help.
I don't mind if you're a competitor of mine, that's
actually fine. You know, if we're all, if we're
all improving and we can all charge a professional fee or
provide a professional service, which is better for the industry
and most importantly better for the clients, then it's that's
all good for me. So yeah, thanks again for your
time Simon inviting me and I look forward to seeing some of
your listeners at the event in Birmingham.
Brilliant. Thanks, Sean.