Aaron Novallo started his career in Real Estate 14 years ago. He decided to take a deep dive into one slice of the business which is listing properties in high volume. He has done this consistently for 8 years in a row. He has listed up to 140 properties by himself, one at a time, which makes him a certified rock-star listing agent.
Aaron recognizes that he owes this success to having the right skills and hard work. Today, he coaches around 70 agents to help them step up their game and create success in their own business.
Let’s join Aaron as he shares why he believes that money is a by-product of excellence and what advice he can give to anyone who is getting into the real estate business.
In this episode, we talked about:
(02:08) How does Aaron list 12 homes a month?
(12:10) The 2 things Real Estate agents sell
(15:25) How important is pre-qualification?
(24:00) The value of being early to all your appointments
(25:31) How to include “assumptive closings” in your conversations with a client
(30:18) Why confidence is everything
(31:56) How to build trust through repetition
(33:00) How often does Aaron role-play?
(34:20) Why you should always be “sharpening the knife”
(39:27) How Aaron got started with his coaching company
(43:20) What’s the one piece of advice Aaron has for a new agent getting into the Real Estate business.
Transcript
Brian Charlesworth 0:35
Hello, everyone. And welcome back to the grid podcast. I'm Brian Charlesworth, your host of the show. I'm also the founder and CEO of Sisu, which is the real estate growth automation software. And today I'm here with Aaron Novello. Aaron is a badass listing agent that I was actually introduced to from one of my old coaches, Jared Zimmer. And so I'm super excited to have Aaron on here. In addition to that, Aaron has created his own coaching company where I believe he works with 60 to 70 agents to teach them how to be more like him. So welcome to the show. Aaron.
Aaron Novello 1:12
Awesome, man, I appreciate the opportunity. Brian, I'm happy to be here.
Brian Charlesworth 1:15
So what did I leave out of that intro? I mean, I know there's a lot more than that. But is there anything else you want to share? Before we get started?
Aaron Novello 1:21
Yeah, I mean, that's pretty much it, you know, I, I took a deep dive, right? I really did deep work around one slice of the business, which is listing property in high volume. And we've done that consistently. For the last eight years in a row, I've listed over 100 properties, so 10, hundred 30 hundred 40 by myself individually, one at a time. And then what we've done is just kind of monetize that skill, right? Create classes online to teach people how to convert, and then kind of spend time with people in group coaching and one on one coaching to learn that particular skill set, right? Because no matter how you're generating leads, it really comes down to conversion and conversion is a skill based activity.
Brian Charlesworth 2:05
Absolutely. So yeah, I want to dive into that. So let's start with how does somebody list 12 homes a month, which sounds like that's about what your averages? Yeah, well, you're doing 12 homes a month. I mean, to me, and I was the listing agent for, you know, 18 months, two years focusing just on listings. And I think the most I've ever got was seven, which for me was a, you know, a one time thing. So Aaron, how do you do this?
Aaron Novello 2:36
Yes. So a couple things come up. For me. One is repetition, right? So there's like a repetitious boredom that's kind of involved with that activity. And it begins with actively and proactively prospecting on a regular basis. I'm somebody who's kind of trained to go into the marketplace and find people who can, you know, potentially use our services. And I do that consistently, three hours a day, five to sometimes six days a week. I haven't personally missed a day of prospecting, like 13 years.
Brian Charlesworth 3:08
So how do you do that? I mean, I want to peel this onion back. Yeah, I really understand how you do that. Because I know expireds were hot A few years ago, but there aren't a lot of expired listings out there right now. I don't think maybe there are in Florida, but I know there aren't in Utah. So what are you prospecting? Let's start there.
Aaron Novello 3:24
Yeah, so it's changed over time, you know, I got licensed in 2006, when the marketplace was just white hot. And I didn't know any better, right, didn't say anything stupid and showed up and, you know, made a little bit of money. And then the marketplace changed dramatically. And when it changed dramatically, the amount of expires that were in the marketplace grew equally has dramatically, right. So I mean, I was going 152, sometimes 200 a day, I couldn't even call it a single day. And one year, I did 100 transactions, and 75 were expired listings. Okay, so that was like this source that we really dominated. But then what happened is, is in 2011, and 12, the marketplace started to improve. So the marketplace started to improve the amount of transactions that expired is provided shrink. And I'd like to say that that was a you know, I probably kind of approach that very maturely, and recognize, like, Oh, I need to pivot. Like, that's not what happened. So for 90 days, I kind of was banging my head against the wall having this temper tantrum, like, hey, there's not enough leads for me to continue to grow and expand. Then I realized I read something where it said, If you only have one source of business, you don't have a business. And that really struck me, right? Because here I was thinking, you know, kind of know what I'm doing, doing all these expired transactions. But the marketplace shifted, and that shrink, right, so then I began to really kind of diversify and have different kinds of pools. So now, I would say that there's three really strong kind of pillars on the table, probably four. One is past client centers of influence. We've been doing this a long time now. So that represents about 30% of our business. Two is we have a really strong digital presence, whether that be the 440 plus reviews we have online, which becomes a lead generation source. And also these other platforms, right, that have pushed into the space, whether it be the home lights, or the fast experts or the effective agents that are basically looking for agents who know how to convert leads, right. So that's become more of a meaningful source about 30-35% of our business, and then having a particular niche, right that you can go after. And when I say niche, I mean, people that have a super high degree of probability of not only needing to sell but having equity in a home, that would be divorced, that would be like probate or states, that would be you know, absentee homeowners, things of that nature. So those three kind of sources combined, cumulatively, you take four from this, segment four from that, and four, five from the other. That's how you end up taking 12 to 15 listings a month.
Brian Charlesworth 5:51
Okay. So let's talk about when you were doing 100, and you say 75 of those were expired leads. So, I mean, I've always been told, and my experience was similar to this, that you're going to get at least two buyers from every listing. Is that the case with you?
Aaron Novello 6:10
Yeah, my experiences is a pretty cool, like, one, you know, like a one to one kind of ratio. And what was interesting, though, is that initially, I just ignored by side, right, I was just listing property. And that's it.
Brian Charlesworth 6:27
Does that mean, if you were one of those listing agents that so much didn't want to represent a buyer, maybe you didn't have any buyer's agents at the time. And so you listed the property, you would sell their property, and you would be fine with them just going and finding another agent? Help them buy something?
Aaron Novello 6:42
Yeah, so Well, that's a good question. So if they needed to purchase something, I would refer that out and just take a referral fee. Okay. Yeah. And what I'm aware of is that is a strength. But I'm also aware that it's limiting, right, because we missed out on other opportunities, but it was a strength and that it allowed me to really kind of do the deep work necessary to truly master the listing side. Because what I'm aware of it, sometimes people try to do both. And my experience is you can't be world class at both, right? Like most super successful people that I know, they don't accomplish that by multitasking. They usually choose like one thing that they're like, super awesome at so it had its benefits, right, and allowed me to be able to lose property in high volume and create a system specifically designed around kind of a conveyor belt for listings where I can take 12 to 15 or 18, or whatever, a month, and just keep that moving right half the sales each month. And then you know, you make reductions, and you just kind of keep it moving. But it also was a weakness in the sense that, you know, we missed out on the other side of business.
Brian Charlesworth 7:48
Well, you did, and you didn't you got a referral fee. If it was today's market, you probably would have taken a 30 to 35% referral fee instead of a 25% referral fee. Yeah. How did you choose who you're going to give those two? Did you go? Did you go find like some of the top best buyer's agents to work with on that?
Aaron Novello 8:06
Yeah, so essentially did a little bit of homework and found out who was hungry and you know, wanted opportunities and wasn't kind of averse to the referral fee. And then how that ended up kind of working out is found an agent who was doing that. And then I turned around after 12 months, and I'm like, I'm giving them these opportunities, and they're actually closing them. So it would make more sense if they were actually my team. So instead of getting a 25 or 30% referral fee, I could get 50% of the income. Right, right. And that's how that ended up. happening. You know,
Brian Charlesworth 8:41
Okay, that's how you became a team. What's the size of your team today?
Aaron Novello 8:45
Yeah, it's really lean. So it's me, I have three administrative assistants, which their primary focus is on kind of the listing side of things to allow us to be able to property, my voice, and then I have two buyer's agents,
Brian Charlesworth 8:58
Okay, you don't ever go put anything on your own doors, you hire that out, you're just focused on selling, you are 100% focused on what most people hate?
Aaron Novello 9:08
Yeah, that's right. And what I'm aware of, it's the highest leverage kind of portion of the business. So what I know to be true is, we were talking about this previously, because I had you on my podcast, and how the game is changing rapidly. And really, the listing side, what's being revealed is that the listing side is the highest. We've always known that it's the most leverage activity, but it's the highest value activity because I'm providing the systems, whether they be MLS, whether it be Zillow, whether it be Redfin, I provide these platforms with the oxygen that they need in order to survive, which is listings. And without those listings, like that whole model breaks down. So, you know, the mindset is, is as long as I can continue to provide be a prodigious provider of that data, because like, I would propose that I'm not even a listing agent, like I'm a provider of data. Okay. And as I can provide those systems with data, I'm still gonna get handsomely rewarded for that. Right versus on the buy side, we're seeing, you know, referral fees and compression and a lot of other stuff happening again in that segment of the business.
Brian Charlesworth 10:13
Okay, that makes a lot of sense. So you're getting these listing appointments through a number of different sources. Today, you're going on these listing appointments. Now, being in the data business, we see all sorts of conversion ratios, when you go on listing appointments. The newer, less experienced agents are maybe getting a 10 to 30% conversion on listing appointments, especially if they're competing as people like you. And then there's people like you that are getting probably 90 to 100%.
Aaron Novello 10:41
Yeah. 85% is the combination
Brian Charlesworth 10:43
85. So listing appointments to listing signed 85%. Is that right? Okay. How do you do that? What does a listing appointment look like? For you?
Aaron Novello 10:53
Great question. So I think it begins at the pre qualification stage, like the actual setting appointments, right? So there's a particular process and the way I like to describe it to people, it's like, if you were going to make a chocolate cake, you need a recipe, right? And if you miss one step in the recipe, like if you don't put enough eggs in, you'll put in a flour in like, it's not going to be a chocolate cake. It's not going to taste great, right?
Brian Charlesworth 11:15
So there's not a cake, but it'll look you'll see it, but it won't, it certainly won't taste great, right? That's right.
Aaron Novello 11:21
Yeah. Like, you'll be able to tell like, yeah, might look like a chocolate cake. It's not gonna taste Right, right. So there's a process that needs to be followed. And first is, you know, obviously the skill to be able to book the appointment, because what I'm aware of is now more than ever, it's increasingly becoming more competitive, they have more and more options at their disposal, particularly if they're coming to you via these referral platforms. They're giving it out to like three or four other agents, right. So we have to have a system in place that is designed to create an environment that's conducive for somebody to say Yes, okay.
Brian Charlesworth 11:54
Okay. So I know you were to this world. I'm going to dig into that a little deeper. I know you were brought into this world, just like I was this real estate world as a mike ferry. You had a mike ferry coach, is that right? I did. Okay, same with me. So you were calling expireds? Now you're calling expireds? If there are any, but you're calling all these other sources as well. Let's talk a little bit more about that script. And what that looks like.
Aaron Novello 12:21
Yeah, so what that would look like is, if I'm reaching out to somebody, and I'm really looking for two things, I'm looking for motivation, and time. Right? Because really, that's what we sell. When I ask people, it's like, what do we sell? Like, oh, you sell yourself? You sell properties? Like, no, we sell time and money. And that's really what I'm searching for when I'm listening when I'm having conversations with people. So if I was talking to Brian and Brian, like, you know, he's like, I'm reaching out to him, and he maybe gently reached up his hand, it's like, hey, Brian, you know, my job is to help you. It's never to talk you to doing anything. I guess I'm curious, ideally, in terms of what you want, because that's what's most important. How soon Would you like to actually have the hole in the market for sale? And then quiet and see what comes back? Right? And then I'm wondering, is it an option for you to not sell the property and still move? Is it an option for you to maybe rent it out to move? Right? I've only spoken to you, Brian, you seem to be really excited about the move? How does your significant other feel about it? Right? So just kind of sifting through? Like ultimately for you, let's say we make this move? Like what would that do for you and your family? And how important is that to you at this stage in life? Right? So once I can ask a few questions, and essentially, I see these flags kind of in my mind, they start to pop up. And it's like, Okay, this is like an eight or a nine level of motivation. And then immediately, we're going to close for an appointment. So it's like, you know, based on what you've been kind enough to share with me, I'm hearing a couple things to me, Ryan, super clearly. The first one is that yes, in fact, you definitely want to sell the property, it's not a question of if she's question of when, and ultimately who's going to help you. The second thing I'm hearing from you is that the more information that you can gather right now, in terms of what will be the most amount you can expect to receive, as well as kind of net net bottom line, what the proceeds will be, the better equipped you and your family will be so you can make the decision that you feel is best in terms of how to proceed. So what I'd like to do is this and I really wouldn't mind because I'm in your area all the time. Anyway, I'd love to have the opportunity, Brian, simply just pop by take a look, see what it has to offer in person. And while I'm there, I'll show you those two things super clear. The first one is what's the most amount we can expect to receive in the current market. The second thing is net net bottom line with the proceeds to be to your family when it shakes out. I can answer any questions you may have. And if it all makes sense, and you guys feel comfortable, confident we can take the next steps. Does that sound fair to you? That's absolutely and when you say absolutely great. So I'm looking here at my schedule and under normal conditions, if because it creates possibility, if we were to connect would you typically be available you and your wife in the evenings or the afternoons and I'm okay with either one. Right but notice evenings and afternoons is my schedule.
Brian Charlesworth 14:55
It's not more
Aaron Novello 14:57
I'm prospecting in the morning and I'm coaching people in the afternoon. So it's got to be evenings or afternoons. Right? And then you let me know evenings. Great. And then we'll pencil it in for that time, my sister will call you just to confirm, make sure that that's the works for you. If something comes up for you, Brian, if we need to change it or move it, we can always do that. Does that sound okay? Yeah, it's perfect. And then we instantaneously shift into pre qual. So in preparation for us connecting, I just had
Brian Charlesworth 15:20
A prequal, talk to me about the importance before you share how you pre qual talk to us about the importance of pre qual, because I would say most agents don't prequal.
Aaron Novello 15:32
Yeah, most of them. And the primary reason that they don't, Brian is because they don't want to know the answers
Brian Charlesworth 15:36
Fear. Right? It's fear.
Aaron Novello 15:38
Yeah, because my experience is, if you don't generate you have to tolerate. So if you are not generating massive amounts of opportunities or leads, then you have to tolerate you have to put up with people stuff, right. So they're just happy to have an appointment, right. So they just run out there. And then they don't know anything prior to which is not a it's not professional B, it's not not official. So the reason that we're going to prequalify is that if I'm going to take time away from my family, my children, right, like other things that I could be doing, and people I could be doing with, I want to ensure that there's a very high degree of probability that when we connect, and we have a conversation, you're going to sign a contract. And the way we can do that, is by asking a series of detailed questions. And within the pre qualification, not only using that as a tool to gather data, right and information, but also as a tool to sell. Because a lot of people don't use it that way, right, you start to assumptive, Li close. In the pre qual, we start to move this process forward, right, which is an intricate part of that recipe. So we go from booking the appointment to pre qualifying it on the spot. And the reason we do it on the spot is I don't have to track you down. You're a busy guy. So if I have your undivided attention right now, then, you know, let's rock and roll. It's only going to take 10 minutes, right?
Brian Charlesworth 16:54
Okay, so you get a commitment for an appointment, you immediately roll into the pre qual. And you talked about someone knowing that somebody's motivation is, you know, 90% or whatever. What are their motivations? 50%? What if it's 30%? Then what do you do?
Aaron Novello 17:09
Yeah, and I'm not going to go on that appointment. So what I'm going to do is in pre qual, I'm going to start to dig right. So you know, let's say we booked the appointment, and I'm like, Well, you know, Brian, on a scale from one to 10. One being I could care less. If I sell the home, it's not a big deal, we'll just make the best of it. 10 being 100% committed, and we're going to do whatever it takes to make it happen. How would you read yours and your wife's motivation to actually sell the property? And let's say you're like, I don't know, it's like a five. Okay, great. So I'm curious, what would it take for to make you a nine or 10? Yeah, and then let's say he's like, well, somebody brings me a bag full of money, then I'll sell it.
Brian Charlesworth 17:43
Yeah, if I could get top dollar if I could get, you know, 800 grand for this house? Yeah, I'm gonna, I'm gonna take that.
Aaron Novello 17:51
Alright, perfect. And then let's say, for whatever reason, right? through no fault of your own, or mine, just because of what's going on in the market right now. And some uncertainty there and what's happening in your price point that the marketplace wouldn't support that at this moment? You know, perhaps you'd have to sell for a little bit less than that 800 number? Do you think you would still sell it? Or would you say no, and just stay put?
Brian Charlesworth 18:11
I don't know. I may, I may or may not? I'd have to, I'd have to look at it. When the offer came. See it. Okay.
Aaron Novello 18:16
And then I'm wondering because my job sincerely is to help you. It's never too talking to do anything. I mean, ultimately, in selling the property other than the financial benefit, how would your life improve? Like, you know, how would this benefit you in some way and selling the property and moving?
Brian Charlesworth 18:30
Yeah, it would allow me to get into the neighborhood I really want to be
Aaron Novello 18:33
interesting. Now, timeout, you notice we have his voice changed? Yeah, it went, Oh, neighborhood. Okay, now we're going to dig a little bit. So it's like, okay, and tell me a little bit more about that. I mean, what's important about that neighborhood for you?
Brian Charlesworth 18:45
So now what the real motivation is, right?
Aaron Novello 18:47
Yeah. Because the thing I want, everybody, if anybody can pick up anything from this conversation is motivation fixes price. So a lot of people get hung up. And the way we were traditionally taught to pre qual is like, well, what price won't go below? It's like, That's silly. Because if I was to ask, like, Brian, like, hey, why did you wear that black shirt today? He'd be like, screw you, man. This is a shirt I like right? Like an instantaneous, I wear
Unknown Speaker 19:08
it every day.
Aaron Novello 19:10
Right? It instantaneously creates pushback, or if I was to say, hey, like, if you're trying to sell me a car, like what price will you go below? You're gonna be like, like, that's a crazy question. Why would you even ask me that? Right? So
Brian Charlesworth 19:21
My shirt while you're talking about my shirt? Aaron, let's talk about you because you're here and a shirt and tie today. My guess is that's how you look when you go on a listing appointment, maybe even a jacket. Tell us about how important is that?
Aaron Novello 19:34
Yeah, so that's critical because like, you know, what I'm aware of is and yes, to answer your question. This is how I go on appointments. It's typically suited up, right? You know, you're about to walk into somebody's house and ask them to pay you 10 1520 $30,000 and I feel like, you know, requires a certain level of professionalism. And also a certain level of preparation. It demonstrates that I'm respectful the opportunity and it demonstrates that like, I'm taking Seriously, you know what I mean. And what I'm aware of is it also becomes a competitive advantage because a lot of people don't do that. And that just causes you to stand out.
Brian Charlesworth 20:09
So you show up in your suit, I show up in my jeans and my T-shirt that I'm in right now, you have a competitive advantage.
Aaron Novello 20:18
Oh, 100%. And when we circle back to like, in pre qual, one of the things I'm going to say to you is like, you know, I'm aware that I'm just the voice over the phone. So in the email that I'm going to send you, Brian, amongst other things, there's going to be a link to our website, which you can check out and put a face to the name. There's also a link to all of my personal reviews online. I have over 445 star reviews from clients just like you that we've held in your area under the same set of circumstances get the most quickly and efficiently. So I encourage you to take a look at a few of those in preparation for connecting. So that way you can get a feel and a flavor for the service and results we provide. Okay.
Brian Charlesworth 20:53
Oh yeah, I'd love to.
Aaron Novello 20:54
So now I'm just reverse engineering how you normally make decisions in 2020. You go online, you look at reviews, you look at websites. So when you follow this formula prior to me showing up suited up, right, I've had a good conversation with you in terms of setting the appointment coming from place of contribution, I'm not pushing you instead, I'm like sifting through like your motivation, what you're looking to accomplish and why then I prequalify you all those questions are based around you and what you're looking to accomplish. In the pre qual I'm pushing you to intangible assets online, right? That you can connect with that helps you to make your decision, right 80% of your decisions probably going to be made before I even see you. Then before I see you I shoot a bom bom video so you can see me and I say hey there, Brian, it's Aaron just wanted to shoot you a quick video and say Thank you kindly for providing me the opportunity to sit down with you and your wife tomorrow at six. Haven't heard the story. So to speak in the situation. I'm super excited to connect with you and provide it all makes sense, get the process started. So my staff sent you a quick email for you guys to review, check that out. It'll make our time more effective and efficient. It was also that link to our reviews, which you can check out put a face to the name. And we'll go over everything and answer any questions you may have. And if it all makes sense, we can get started. So I look forward to seeing you. So now I've pushed you to the digital assets. Now you've connected with me digitally before you met me. Now I show up 15 minutes early dressed fresh, like a million bucks. And then what comes out of my mouth
Brian Charlesworth 22:19
Before we go there? Yeah, tell us you didn't mention a pre listing packet. You mentioned where you're going to get this digital email. So I'm guessing you're not doing a pre listing packet, you're doing an email that your staff is sending you and a bom bom video, what's in that email.
Aaron Novello 22:46
Great question. Yep. So in terms of formula set appointment pre qual, then an email goes out. The email that goes out includes a pre listing package, that's a PDF that they can just look at, because the truth is, they're probably going to flip through it like super quickly, right? What's
Brian Charlesworth 22:59
in your pre listing packet?
Aaron Novello 23:01
Yeah, so nothing like ego based very simple results oriented. So my track record year over year, know how many units we sell, like year over year going back to like 2007. And then it will be the plan of action, what we're going to be doing to market the home, then it will be frequently asked questions, which are really objections with the answers already, then it will be my schedule, right so they can see what we're doing. And then just references right if they chose to reach out. And then the second attachment is going to be a market analysis. And all that consists of is three actives, three close and one pending. That's printed out in the eight photo view in the multiple listing service. We highlight it with Adobe Acrobat right for you to review before we connect, so that email goes out prior to me
Brian Charlesworth 23:44
going in meeting with prior to your bomba video,
Aaron Novello 23:46
right? Yeah, then a bom bom video comes out. Now they've connected with me kind of in a digital way. Right? They feel like they know me already. Then my assistant calls to confirm. Right, which again, is professional. And then then I show up and we're always 15 minutes early, dressed fresh, like a million bucks and ready to rock and roll.
Brian Charlesworth 24:02
Okay, so you get there 15 minutes early. Do you go to the door at 15 minutes early? Or do you just Yeah, you're at the door. 15 minutes early.
Aaron Novello 24:10
Yeah. And I think that's again, that's like this, I was taught when I was younger, that if you're early, you're on time. And if you're on time, you're late, and if you're late, don't even bother coming. So I feel like it's an expression of like respect, like, I respect the time, like you're taking some of your time out of your life, non refundable, precious breaths, the average human gets 75 years in the industrialized world. That's it. And wherever you are in that cycle, you're going to sleep through a third of it. So it's like super precious, you're going to spend an hour of it with me, right? So I'm like, I'm very respectful of the opportunity and you're willing to spend some of your money with me, like I didn't. I didn't go to work for 40 hours a week for like 30 years to build all the equity. And you're willing to, you know, share some of that with me. So, you know, my intention is to approach it in that way.
Brian Charlesworth 24:53
Great. Love it. Now you're there. 15 minutes early. You knock on the door. What's next?
Aaron Novello 24:58
Yeah, so now It's a very kind of purposeful, scripted kind of process. So first, you know, the big smile. And what's interesting is, when I first started doing this, I was like very robotic, right? I was like a robot that spit out words, and I have to remind myself to smile. So you know, hit the door, huge smile, like, hey, Aaron. Hello, nice to meet you. Did you want to take my shoes off? Again, very respectful. And they're like, no, it's fine. Great. So what I'd like to do right is just take a quick look around the home that you're right. Now the reason why we're doing that is I want to take control because somebody has to be in control. And I'm sure those listening, if you've never, if you haven't taken control, you end up on the couch, like sipping tea, talking about their dog, like, before you get back to like, the actual appointment, right? So we want to take control by you know, saying is it okay, if I take a quick look around? And then we start to suitably close?
Brian Charlesworth 25:48
So does it matter if they show you around? versus you look around on your own?
Aaron Novello 25:51
Yeah, you know, I'm aware that some people make that distinction. You know, I think it's kind of like, as they're kind of showing me around, you know, it's an opportunity, they can ask you some questions. And it's also I use it as an opportunity to begin closing. So what I'll say to them, as soon as I walk in, is like, you know, I'm no, I'm noticing, Brian, that the home is really tastefully furnished, it seems to fit the space very well. So when we have offers come in, are we going to be including the contents? Or do you want to take that with you to your next destination?
Brian Charlesworth 26:18
Oh, subconsciously, you're gonna have offers come in.
Aaron Novello 26:21
And when we have offers come in, yes. Like you're already working with me. You see, I'm saying I'm assumptive closing like, we're already doing this. Yes. And then as we walk through the property, you know, I'll say something like, you know, if I, if I remember correctly, you weren't planning on making any additional changes or modifications before I start to bring virus through. Is that right? That's right. You see, like, before I start to bring buyer stuff, like, again, so that's to something closes, we haven't even sat down and talked about anything yet.
Brian Charlesworth 26:47
Yeah. Okay. Great. Love it.
Aaron Novello 26:50
And then from there, then it's like, Okay, I guess we could sit down here in the kitchen, right? Again, taking control. And I want to sit at the kind of segment of the table, I don't want to be sitting like, across from people because it's very adversarial, instead of like the head of the table. So if there's people here, I can be looking at both directions. And again, you begin, you know, I just want to say thank you for providing me the opportunity to share some information with you potentially help you with the sale. I always like to begin by asking just a few quick questions to make sure we're on the same page. That'd be okay. Yeah, that's fine. Well, the first question, which I'm pretty positive to based on our conversation is you definitely decided that you're going to sell this home. Is that right? Yeah, that's right. Cool. So we're not interested in doing something else with it, like renting it out? No. Good, then that leads into my second question, which I'm also pretty sure I know the answer to is you want to position his property price wise to sell? You definitely don't want to give it away? That's for sure. At the same time, you don't want to have it sit on the market for like six or seven months just testing the market. Is that correct?
Brian Charlesworth 27:45
Yeah.
Aaron Novello 27:46
Great. And then that leads me to my third question, you know, I'm aware that I sent you over some information in preparation for connecting. I'm sure you did some due diligence, you check me out online, you saw our track record and reviews. So have you already decided that you would like for me to help you with the sale?
Brian Charlesworth 28:00
I just had a few questions after looking at your stuff.
Aaron Novello 28:03
Perfect. So it sounds as though provided that we can answer those questions effectively, and you feel comfortable and confident there's a high degree of probability we'll be able to go to work. And I want to be clear that that is my intention. Right? So provided it all makes sense to you. I do have all of the appropriate paperwork with me now prepare to get started today. Fair enough.
Brian Charlesworth 28:18
Yeah, that's fair.
Aaron Novello 28:21
Cool. You see what we're doing that right out of the gate, right. So like, I don't know, that's like four or five closes? And we haven't even talked about like price or anything.
Brian Charlesworth 28:28
Yeah. And you're not coming across offensive in any way. It's just like, friendly. Yeah, I'm here to help you. Yes.
Aaron Novello 28:36
Yeah. Yeah. And then if you would have said to me like, well, maybe, because they're either gonna say yes, no. Or maybe when you ask that third question. And if they say yes, internally, you do a little happy dance like, Yay, right? You go right into the pricing portion. If they say no, or maybe you're like, Okay, that's cool. I know, this is a big decision, and you want to make sure you're making the best decision possible. I do want to be clear that that is my intention. So provided that what I say makes sense, and you feel comfortable, confident, I do have all of the appropriate paperwork with me, and I'm here to go to work today. Fair enough. And they're like, yeah, that's fair. And then I would say along those lines, you were kind enough to share with me in terms of the selection process of an agent, you were looking for somebody who has a great track record somebody who can help you get top dollar, somebody who can help you with the transition to the next property. Was there anything else that you would be looking for from me, Brian, today to cause you to feel comfortable, confident just to proceed and put me to work?
Brian Charlesworth 29:26
Yeah, I just have a couple other guys coming over after you that I promised I would meet with them before I sign anything.
Aaron Novello 29:31
Yeah. And I appreciate that. And, you know, it's really not uncommon when I do connect with people in person face to face, particularly when they see our track record and results that they do decide to hire me and put me to work. So let's just leave that option open. Okay. All right. Right. Yeah. And then we, you know, we just continue to move down the track, right. So it's a specific track that's designed to lead to a specific destination where most agents go in, they're going in kind of like with this like Please like, pick me, pick me Pick me, and kind of trying to prove themselves worthy. And you'll notice, like, I'm not doing that at all, like, I know I'm worthy. And it's just a matter of like, you know, us, we're here to accomplish a goal and objective. And if I can meet that, then my intention is for you to put me to work.
Brian Charlesworth 30:17
Yeah, for those of you listening, you may want to come in and watch this on YouTube, because you're gonna want to see his facial expressions and his confidence, because competence is everything here. And you're just, you're just competent the whole way through, which I think is key.
Aaron Novello 30:35
Well, I appreciate that coming from you. I mean, I know you talk to a lot of people. And what I'm also aware of for those that are listening, like I used to imagine so when you say the word confidence to people, it's interesting, because you get a lot of different kind of definitions of that word. So oftentimes, it gets like a male connotation, oftentimes, it's like bravado or like, Ah, right.
Brian Charlesworth 30:54
I didn't say ego. I just said confidence. Yeah.
Aaron Novello 30:58
Which is cool. And and that's cool. And I know that distinction. I'm just, I'm aware that like some people kind of that's how it in their mind, that's how they define it. But the Latin derivative of the word confidence is comfy inside will copy into means is trust. Yes. So it's very interesting, because it's like, well, who are you really trusting? It's yourself. So the reason why I can roleplay with this live, is because I trust myself in the selling situation, there is nothing that you are going to say to me that I'm not prepared for nothing.
Brian Charlesworth 31:28
Yes, exactly. And that's what I want to hit on. Because most agents don't know for sure what they're going to do walking into that listing appointment, or most agents have something that they're going to show up, and they're going to walk people through this long presentation, that may take an hour, that has nothing to do with the people, they're sitting in front of
Aaron Novello 31:49
100%. And with no track like no, like, designed kind of track to follow and, and what I'm aware of, is the way you build trust is repetition. So at the beginning, like I didn't know, I think a lot of people imagine like this is like HGTV. Or this is like millionaire real estate agent. It's Oh, yeah.
Brian Charlesworth 32:12
So right, get into the business thing like this. on that, right,
Aaron Novello 32:17
exactly. This is a direct hardcore sales business, it's no different than selling books, door to door knives door to door subscriptions over the phone. I mean, that's what this is, right. And I didn't know that. So in my first calendar year of selling real estate, Brian, I only made 13,000 bucks. Because I was operating under faulty information, I didn't have an accurate assessment of reality. People were telling me to hold open houses, people were telling me to have my name tag at the grocery store. People were telling me to like farm, a geographic area, you know, put pumpkins out in front of people's houses, which I'm aware that everything works some of the time. But I'm also aware that those don't produce massive results. And I wanted to produce massive results. So I was operating under inaccurate information, and therefore the output was very mediocre. But then I got this accurate assessment of reality. And one of the accurate assessment of realities, what I call the Four Noble Truths is that the money is not in the service. It's in the selling of the service. So if I was in a room of 1000, agents like, Okay, how many people have a real estate license? Anybody raise their hand? Cool. How many people because of that license can perform the same activities? All of us can. Okay, now, do we all make the same amount of money? No. Why? Because some people know how to sell the service better than others. So once I got that, I was like, Oh, I need to learn how to sell a service. So I role played twice a day, six days a week for three years.
Brian Charlesworth 33:38
Can you repeat that? I want to make sure people lock this in?
Aaron Novello 33:42
Yeah, I roleplay twice a day, for six days a week for three years straight?
Brian Charlesworth 33:48
Six days a week.
Aaron Novello 33:49
Yep. So in network partners that oftentimes we're like, just like I was doing 50 deals they were doing like 150. And I have to fight my way into their schedule, right? I have to like, take them out to lunch twice, and like, do all this stuff and wait a year and just kind of push my way into their schedule. Then I would also I would record like roleplay sessions and prospecting sessions. And I would record super top producers who were like, you know, high prospectors. And I listened to what they were saying I would videotape myself doing presentations.
Brian Charlesworth 34:19
You still roleplay today. Yeah. Okay. So I think it's so important that people know, like, you are constantly growing constantly developing your skills, sharpening the knife, right. Versus feeling like I got this. Yeah. And that's why you're who you are.
Aaron Novello 34:39
Yeah, well, I appreciate that. So I heard a quote that really stuck with me is that money is a byproduct of excellence. So the goal is in money, the goal is excellence. So I want to be excellent. I want to be world class at this one skill, right? And I'm aware that it's no different than learning how to play a violin really well. It's no different than learning how to shoot a basketball really well, it's no different than a surgeon who's really like, you know, intricate with the, you know, their instruments. And in a capitalistic society, if you learn how to sell, you become handsomely rewarded for that skill.
Brian Charlesworth 35:17
That is amazing advice. I, looking at it that way, money is a byproduct of excellence. And so whatever you're doing, be the best.
Aaron Novello 35:27
Yeah, strive for excellence, like I made it a decision, because I'm aware in this business, there's no, it's not like commission on a draw. It's not like if you don't make any money they give you like minimum wage. It's not how that works, right? So there's no, there's no security, there's only opportunities. And I never wanted there to be a situation that my skills were a reason why I wasn't able to take advantage of an opportunity. Because I have control over that. I don't have control over interest rates, I don't have control over what the market does. I don't have control over what administration is currently around and what they're doing. But I have control over skills, I have control over how often I practice. So I never wanted to be in a situation where I had to look at my wife. And I was like, sorry, honey, we can't do that. Because I don't know how to handle the objection when you cut your commission. Or have to look at my son and be like, sorry, we can't do that. Because, you know, I didn't know what to say in this situation. So if I can get my skills to a place, where 85% of the time, I'm able to take advantage of an opportunity. I've created security for myself and my family.
Brian Charlesworth 36:27
Aaron, congratulations on all of your success. After hearing this, like I want to, I want to send this out to every agent out there. So these agents are going to be listening to this, you have realized that you've mastered this skill and you've started a coaching company now. I think it's called master the art of real estate sells. Yeah. So tell us more about your coaching company and Mastering the Art of real estate sells. Yeah. So
Aaron Novello 36:53
how that developed was is somebody recorded me roleplay without telling me, okay. And they sent it to somebody and it like, like, like one or two people. So I had people coming up to me like at events and learning events. And they'd be like, Hey, man, I listened to you in the car all the time. And I'm like, What are you talking about? And at first, I was like, Well, you know, he should have told me recorded but I was like, This is awesome. Because like now people know, kind of who I am and what I do. So then I got inundated with people wanting to roleplay with me. And that's, you know, I feel I'm appreciative of that. I always tell people if you want to be if you want to never have a problem getting roleplay partners, be great at roleplay. And then you'll never have a problem like you'll people tell me all the time I go, I can't find a good roleplay partner. It's like, it's probably because you're not good at roleplay.
Brian Charlesworth 37:38
So talk about roleplay. Because I think, Well, I know, there are so many people who get told Yeah, go do roleplay.
Aaron Novello 37:46
You know, and they might get together for a few minutes, what does a roleplay session look like? And that's, that's where you're simulating. So if you think about like, learning, right, there's a triangle hierarchy of learning at the bottom of the hierarchy of learning is reading and writing. And that's interesting, because that's where we get our formal education. As you get higher at the hierarchy. The second kind of highest form of learning is simulation. That's where you pretend to do the real thing. So doctors simulate on cadavers, pilots simulate in an actual device called a simulator. My brother in law is an ex marine with a Purple Heart. They spend like 90% of time simulating pretending to do the real thing, like jumping out of airplanes and doing all this stuff, right. So to me, roleplay, a simulation, right? I'm practicing doing the real thing. And essentially, what you're doing right, is you're getting it into muscle memory. Right? Why don't have to think about it anymore. Like some people like now, you know, I can roleplay in a group of 1000 people right on the spot, it's not a problem, because it's in muscle memory, I don't want to think about it anymore. before you're even done saying what you're saying, I already know where I'm going to go with that, right? I already know what you're going to say and where we're going to go with it. But that only comes through the repetition, right? And then the highest form of learning is doing the real thing. Like actually going on appointments, right? Or actually prospecting and talking to clients. So what I suggest to all of our coaching clients is you do all four of those, right? Every day, read, write, simulate, do the real thing. read, write, simulate, do the real thing. read, write, simulate, do the real thing. And if you do that consistently for like six months or a year, like your skills are going to get better. Right?
Brian Charlesworth 39:23
Without a doubt. Yeah. Alright. Somebody recorded you while they were in these roleplay sessions, put it out there online. Somebody said, Yeah, there's new stuff all the time. That gave you the idea that hey, maybe I should build something out of this. Yeah,
Aaron Novello 39:38
Yeah. And give me idea to monetize it. So it started off with online classes. So we have online classes that are in 23 countries in eight languages, where I basically said, Oh, well, how can I allow people to roleplay with me, but I don't have to be there. Right? Because there's only so much of my time, right? I'm still actively in production and all this other stuff we're doing and coaching and stuff. So we created classes, right, which are like what to say and how to say it. So how to make six figures calling expired listings, the extract the exact kind of script, I use to list you know, sell 75 homes that were expired in one year, how to make six figures calling for sale by owners by how to talk to those people, the actual listing presentation that I give right to list hundreds of properties a year, right? 120 130, whatever it is, how to get a price reduction, because I'm aware people don't really have a system for that they don't practice it, they don't roleplay it on a regular basis, how to present offers, right? So they get a high degree of probability it will get accepted. So we create, like, first I created those classes, right? And then I noticed like, oh, like, that's people are valuable, right? They have like, hundreds of reviews, and people liked them. And it's, you know, on all these different countries, and then I had people start to reach out to me to say, like, Hey, can I work with you individually? Right? And I was like, Okay, cool. And that started off as a group thing. Right. And then people wanted more, so they wanted to work one on one. So we created one on one. So now, I work with anywhere from 35 to 40 people one on one individually. And we have another 30 or 40 people that are in a group call, where we get together via zoom, and you know, roleplay, work on scripts dialogues, what to say and how to say it, systems and how to help them to become a dominant listing agent.
Brian Charlesworth 41:19
So if I want to get these videos, or go to the next place, and next level, get this group coaching, and then the next level individual coaching, can you talk about the price points there? Yeah, so classes, probably a lot of interest after listening to you on this podcast. That's awesome. Yeah,
Aaron Novello 41:35
I look forward to the opportunity, the systems show the classes, I basically like I give those away, because I know one of the things that keep people from getting on the phone is not knowing what to say, or keep people from interacting with clients, not knowing what to say. So we've been on all those classes up, it's like eight hours worth of content, you get an audio of me doing it, you get a PDF of the script, and you know, an hour video for each class. And that's only 50 bucks, right. And essentially, I want to equip people, I want to put it in your hands. So you know, that won't be a reason why you have any issues, because I wish somebody would have done that, to me that first year when I was only making 13,000 bucks.
Brian Charlesworth 42:10
So so any team leader listening to this today, if you're not a listing agent, I recommend buying that and getting that in your library, putting those PDFs wherever it is people go to learn in your library,
Aaron Novello 42:22
hundred percent. And I appreciate that. And then in the group call that we do, that's an hour long zoom call once a week, that's on Wednesdays at 1pm Eastern Standard. There's no contractual obligation to that I hop on, you know, for 20 minutes, I'll talk about something and then we open it up for questions, comments, concerns, right everybody? You know, they one person might say, Hey, I'm going this appointment, and they said this, like, what should I say? And I'll roleplay that with them live in the story of one is a story of all so like, you know, we're all going through similar things. So everybody benefits from that. And that's 250 bucks a month. And then I also work with individuals one on one, right? And that's a six month agreement. And that's 1000 bucks a month. So 30 minute phone call once a week. And then I've started to have teams like who have ishs reach out to me to train their essays, right on what to say and how to say, sir, you know, depending on how many ISVs they have, like we work something out with that.
Brian Charlesworth 43:13
Yeah, amazing. So thank you for being here today with us. I just like to ask you a couple other questions before we drop off? What is the one piece of advice that you would give to anybody getting into this business? Today? If I'm a new agent getting into this business? What's the one piece of advice you would give them?
Aaron Novello 43:31
Yeah, so it's just recognize it is a sales business. And because of that, it has to follow the same sales process. So I have to prospect I don't care how you prospect, whether it's being social or paying for leads, or picking up the phone and calling which is the lowest client acquisition channel, it's the lowest cost, right? For client acquisition is picking up the phone. But you have to do that every day a day not spent prospecting is the day not spent in business, then I have to have the skill to be able to set appointments with those people, which is a skill, right? Then I have to prequalify those people, which is also a skill that I have to go and present. Right? Give them a compelling reason to choose me versus somebody else, then I have to be able to handle objections and close. And then if it doesn't sell, I got to be able to lower the price like the that process must be followed. That's the formula. So I would just want them to understand that this is a sales business. And the money is not the service, it's in the selling of the service. Right. So if that's what's true, I should be spending particularly as a new agent all of my time, or a lot of it learning how to sell the service.
Brian Charlesworth 44:32
Okay, thank you for that. One of the things that I always like to ask is, what's your favorite book or source of learning? And you just walk us through four ways we can learn so I'm guessing for you it's not a podcast, or it's not a book, but what is your favorite source of learning?
Aaron Novello 44:50
Yes, so I know that people have different kind of methodologies, preferred methods of learning. Some people are auditory, some people are visual, some people are kinesthetic. I find that if you're going to go Deep on a particular topic, it's good to do all of them. Right? So you know, behind me, like, you know, this kind of library, which is small portion of library and everything, it's on my audible account. But if you were to look at the books on there, you'd be like, oh, Aaron's a serious student. Right. And I'm a serious student of a few things. One is selling and persuasion so that it's full of books about psychology, asking questions, you know, selling. And then another would be like, you know, finance, like, you know, personal finance, you'd be like, Oh, he's a serious student. So the question I would ask myself, as an individual, is, if I was to look at your library, when I say like, oh, Brian is a serious student, of whatever it is that he's doing. Right? Yeah. Because what I'm aware of is, you know, in order to kind of do better, you have to become better. It's not because I think about it, like, I really wish it would happen, or I affirm like, I am great. I am great. Now. No, like you have to become more valuable. And the way you become more valuable is by having more skills. So don't wish it was easier. Wish you were better and don't wish for less problems. Wish for more skills.
Brian Charlesworth 46:05
Okay, that's another piece of great advice. So thank you. What's your favorite place? Aaron, if you were going on vacation, what? Not that you're going to do that right now. But what's your favorite place? Where do you like to go? Where do you like?
Aaron Novello 46:18
Yeah, I mean, we took a trip where we went to Venice recently. And then we spent time in Sicily, which was like, amazing. So like, those kind of coastal European. Right.
Brian Charlesworth 46:31
I love Europe.
Aaron Novello 46:32
Yeah. And it's like, I whenever I do that, it's always like, I'm always there. And it looks fake. Like, it's like a postcard like, this is your real, right.
Brian Charlesworth 46:39
Yeah, you get there. And you're like, these buildings are so old. This is so incredible. Just the culture there puts your foot she's just in a totally different vibe. Right? Totally different energy. 100% Yeah. Yeah, I love it. And what's your favorite thing to do in your personal time?
Aaron Novello 46:55
Yeah, so I like to play pickleball
Brian Charlesworth 46:58
Oh, cool. I love pickleball
Aaron Novello 47:00
Oh, do you really? That's awesome, man. Wherever around each other, we have to play. So people always make fun of me when I tell them because they're like, don't people play that? I'm like, well, that like, how's how it started. But now it's become very competitive. So I love it for a few reasons. One is it's super fun. But the other reason is, I feel like you know, when you get used to kind of, I don't know, being good at something. I think it's good to put yourself in a position where you're not the best, right? Like, I'm pretty good. But like, I'm aware that there's a guy sometimes that are out there. They're like, kick my ass. Right. So. And that's awesome. Because it creates that burden again, right? Like that burden. Like, oh, like I want to get better at this right?
Brian Charlesworth 47:34
Yeah, I love it. I didn't realize pickleball had made it to the east coast yet.
Aaron Novello 47:38
So oh my god. The US opens here in Florida. I the pickleball. Like in Naples. It's like, it's huge. And now I live actually 10 minutes away from a pickleball court and like, every night it's like slam packed like 100 people that are there and stuff. So super. So here
Brian Charlesworth 47:51
Here in Utah, I've got groups of like eight pickleball courts a mile away in three different directions. You know, they're everywhere. Anyway, super fun, super fun game. If you have not played pickleball I highly recommend it. So Aaron, if I want to get a hold of you? How do I do that?
Aaron Novello 48:09
Yep. So you can either reach me on Instagram at Aaron Novello. You can also check me out. We have a podcast that's on iTunes, Spotify, Stitcher, Google podcasts, you know, anywhere where podcasts can be enjoyed. That's the Aaron Novello podcast. And there's also the website which is www.aaronnovello.com.
Brian Charlesworth 48:28
Okay, great. Well, Aaron, it's been really fun. Learning about your business and really learning how to master the skill of listings, which everyone in this business should do. So thank you for sharing that knowledge, those knowledge bombs with us today and, and a great set of questions and how to present those questions. And for those of you listening, don't forget to go give us a five star review. Don't forget to share this out to anybody you feel could benefit from becoming a better listing agent. And anyone that you feel would would enjoy the podcast. That's how we can get more and more people following it. And more and more great people like Aaron coming in. So Aaron, thanks so much for joining us today. It's been a pleasure. We'll catch you next week.
Aaron Novello 49:13
Awesome, Brian, I appreciate the opportunity. Thank you. It's been fun.
