Insider Secrets: David Knox on Finding Clients Who Want to Buy!

Dated: March 7 2024

Views: 17

Welcome to Page Realty Live! My name is Chris Rao, together with my parents, we run a family-owned and people-first brokerage here in Massachusetts. Each week we'd like to bring you some interesting local stories, some insights, and some happenings on what's going on in the real estate market so that you can be better educated. I hope you enjoy, thank you.

David, welcome everybody, this is Page Realty Live. We've got David Knox, an excellent nationally renowned trainer for real estate and all things sales skills. One of the things that I've always been impressed with about David is his masterful communication. David, I know you've been doing this for a while, but accuracy, how did you develop your communication skills? How did you cut your teeth on that?

Wow, well, the question implies that I have them, so I'll just take that as a compliment. I suppose the way I got into this industry early on, you know, I always liked the tension. And one of the ways I got it from my family was comedy, impersonations, things like that. So I learned the fun of seeing people laugh and respond to that, so that was in me. And then in college, I took a public speaking course, and I didn't know that you were supposed to be afraid of public speaking, thank God I didn't know that. So I got, for me, it was fun. And then I got into the real estate business, and it took a while to get going because I was in the party mode for years. And then after I cleaned my act, Ralph Burnett, who owned the company, asked me to do a training session on buyers, how to work with buyers, because I was really good with buyers, like a 95% closing ratio. And part of that is, don't work with the bad ones. So he said, "Do you want to go in and do a class?" And I said, "Sure." And I did a three-hour class. And I think I was good at organizing the skills of working with a buyer. Obviously, I was in the industry, so I had the content. So all I had to do is deliver it in an organized way. And at the end, I went, "You know what? This is what I want to do for the rest of my life." Yeah, Ralph called me, and he said, "Hey, how'd you like doing that?" I said, "Ralph, I love that. I want to do this from now on." He goes, "Well, good. They thought you were the best instructor of the program." I went, "Wow." And that's why I started the career. And since then, I've done, I don't know, like 3,500 live seminars in 14 countries, 50 states. Yeah, the resume is wholeheartedly just impressive at a singular word.

I know it's definitely a little bit scary, especially sometimes for that newer agent. Like, you definitely took to it. And I do think that your ability to do those impressions and make people laugh definitely breaks down people's barriers. And, like, if you can make people laugh, they want to like you, you know what I mean? And if they like you, they'll trust you a little bit. And if they'll trust you, they'll do some business with you. The problem I had when I got in my real launch, any kind of speaking, was when I was a CRS, Certified Residential Specialist, course instructor. Okay, I auditioned for that in late '79, and through the '80s and '90s, I was on the cadre of CRS instructors. And the challenge I had was that I would lead with being funny, and I would do more entertainment and less content. I got a lot of crap for that. And my senior instructors who critiqued me every single course you went on, you had the other two instructors critique you. And not like, "Oh, that was nice." It's like, "David, your opening sucked." It was bad. I mean, they really kicked the butt. Also, if you did well, they'd tell you. And I would say that of all the things that have ever happened in my life as it relates to speaking, my interaction with the instructors on the CRS courses was the greatest thing that ever happened because I got honest feedback. Not like, "Oh, he's nice." They told me exactly what I did well. And so for anybody who wants to be in public speaking or training, you've got to have somebody who will be guts out honest with you. And if they have to rip you a new one, let them rip, because if you don't let them rip you, the audience will. And the other way to improve is obviously have yourself video recorded. Those two things, those two things are how you get better pretty much at anything: selling, speaking, golf. It doesn't matter what you do, those two things are what help do it. Record it, review it with an expert, right?

Yeah, agents won't do it. "Oh, I don't like role play." Well then, good luck to you, buddy. Yeah, then you're going to be in front of the actual client, and you're going to be stumbling through it, and it's not going to go well for you, you know what I mean? Which I feel like that person, that expert, should be like somebody, either a broker, owner, or manager, or some type of trusted individual, right?

You know, and this kind of leads into it a little bit. If you had advice for some of those newer agents or someone maybe that's just is struggling a little bit in this changing marketplace, like, what would you say to them right now?

I think it depends on their experience level. If they're new, let's talk lead generation first, because that's 80% of what you should be doing. And for a new agent, if you don't have a lot of leads or buyers or sellers, anything you do will be better than what you're doing now. Okay? Yeah. And so the most basic, fundamental, low-cost, low-rejection, instantaneous way of meeting a prospect is open houses. And then people say, "Oh, they're old school." They're old school because they worked for decades and decades and decades. When buyers and prospects stop going to open houses, then great, we'll take it off our menu. But right now, they go. And the agents that I know that work open houses, they have to have two or three agents at the open house to cover everybody. And if agents say, "Well, I'm not getting that kind of attendance," then we take a look at marketing. In fact, we have a series of videos in our training, Real Estate Live 52, RL 52, that features Ken Carter, one of the top agents in Minneapolis. And she builds her whole business on open houses. But gosh, does she do them right. So I took Mark cameras along, recorded her, the other agents. I actually interviewed the prospects that came into the open house.

Oh, wow.

The buyers that were just walking in the door, this experience. Yeah. I said, "We're doing a training video.

Can I ask you a couple of questions?" "Sure." And I said, "Why are you out looking for a home today?" And I thought, "What are they going to say? Interest rates are low. I want to get in the market." None of that. 100% of them said, "We're not really in the market. We're just kind of driving around. It's a beautiful day. Let's stop at an open house."

Alright. That was our interview with David Knox. I hope you guys enjoyed it. If you did, please give it a thumbs up and subscribe to our channel for more videos like this. And don't forget to leave a comment down below letting us know what you thought. Alright. Bye.

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Tim Lumnah

Hello, I’m a REALTOR® and Certified Buyer Representative graced with the great honor of buying and selling homes for the community of Greater Boston. I grew up in Massachusetts and work....

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