The ONE Newsletter | Why Consumers Buy & How You Can Sell to Them
Sent by Michael Opyd | 7.16.25
ONE LESSON
I had been helping a real estate website start-up when the representative I was working with asked if I wanted to help the owner of the startup buy a property for his kids, who were going to be attending a college in the city. The owner emailed me (I never bothered to set up a call) what he was looking for and told me to set up 5-6 places for them to view the following weekend. Knowing the owner was extremely successful, I wanted to go above and beyond for him to show how great of an agent I was. After setting up the showings, I sent him a long, incredibly detailed email with everything he would ever need to know about the properties and the area. Eagerly awaiting his response, I kept checking my email until finally I heard back from him. His response was just two letters…”OK.”
LESSON LEARNED: Get to know the type of person you are working with so you can sell them.
If I had taken the time to understand my client’s personality, I would have quickly realized he was not someone who had the time to read over a thousand-word email. He was someone who needed only the necessary information and nothing else. If I had known this, I wouldn’t have wasted 2 hours writing an email he was never going to read. Instead, I would have kept things simple and just told him the few details he needed to make a quick decision, i.e., price, appreciation potential, etc.
ONE TIP
Humans are inherently selfish. To sell to them, you need to appeal to what their needs are and not yours or your sellers (if you are selling a listing). Consumers don’t care about you (or your seller).
ONE QUOTE
Best-selling author and speaker Seth Godin on marketing:
”Our job is to connect to people, to interact with them in a way that leaves them better than we found them, more able to get where'd like to go.”
ONE QUESTION
What questions can you ask clients to appeal to their selfishness?
When you are speaking with your clients, the questions you ask should be directed towards understanding what the benefits are for them. For example, if a client says they are looking for an open floor, a simple follow-up question you can ask is “Why is that important to you?” But the key is not to stop there, it’s to go deeper. If they say something like “I like to entertain.” You need to ask them how entertaining makes them feel. Selfishness comes down to human needs; in this example, the need for connection.
Catch you next week!
Michael Opyd | Author of The Education of a Real Estate Agent
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About the Newsletter
The ONE Newsletter was created to help real estate agents get the most usable knowledge in the shortest time. Every week, the latest issue is sent to agents who are eager to learn and grow (personally and professionally)! Each email includes One lesson, One tip, One quote, and One question, designed to read in 60 seconds or less!
Books
On Sale Now! 15% Off!
Hi, I’m Michael Opyd. Over the last decade, I have dedicated my life to helping people entering the real estate industry build their business and change their lives. This passion to help comes directly from my challenges building a real estate business with minimal education available to assist me, and seeing how many people are forced to go through what I went through. It is what led me to open up a brokerage specifically designed for new real estate agents, where the education we offered helped them sell and earn two to four times as much as an average first-year agent. As much as I loved the brokerage and our agents, seeing their success drove me to want to help more new agents. So for over two years, I worked until one or two in the morning six days a week, to write my books The Education of a Real Estate Agent and Workbook that help agents learn how to build a successful real estate business while building one at the same time.
I’m going to be real with you, the real estate industry is unintentionally designed for you to fail. Why? Because, most of the education offered by brokerages (and coaches) is for veteran agents, since they are the ones who make them more money. Unfortunately, this forces anyone new to try and figure things out on their own. An almost impossible task. So much so that 75% of the agents don’t even make it past their first year!
I wrote my books to help change this and provide people with a real opportunity to succeed in this challenging career. To provide everyone entering the industry with the knowledge that the industry unfortunately doesn't offer.
When you finish The Education of a Real Estate Agent Workbook, you will:
✅ Complete the important items that only 25% of agents who succeed complete
✅ Know exactly what to say to yourself to overcome every challenge that comes your way
✅ Not only vividly see everything you want in business and life, but also how to achieve all of it
✅ Thoroughly understand what your current financial situation is and how to use whatever available money you have to its fullest potential and drive your business forward
✅ Know the exact questions you need to ask a team leader and brokerage when interviewing, so you don’t destroy your career by joining the wrong one
✅ Quickly build the most important part of your business and put an easy-to-follow, actionable plan in place to create a sales-generating engine
✅ Avoid all of the common mistakes newer agents make when working with buyers and sellers so you can start closing transactions and generate income quicker
✅ Know how to identify your ideal client and convince them to use you over every other agent in your market
✅ Build your complete brand and know how to promote it like a professional marketing agency
✅ Understand how to maximize every minute of your day to become a sales machine, while also enjoying your life!
…And this is only a fraction of what you will learn!
Please, pick up my workbook and let me help you avoid the pains and frustrations agents feel when entering the real estate industry so you can build your business quickly!
NOTE: There is a 25% discount if you purchase the workbook and book together
Shipping is always free!
On Sale Now! 15% Off!
“This book needs to be in the hands of every person entering this great industry!”
— Jennifer - 1st Year real estate agent in Chicago
Hi, I’m Michael Opyd. Over the last decade, I have dedicated my life to helping people entering the real estate industry build their business and change their lives. This passion to help comes directly from my challenges building a real estate business with minimal education available to assist me, and seeing how many people are forced to go through what I went through. It is what led me to open up a brokerage specifically designed for new real estate agents, where the education we offered helped them sell and earn two to four times as much as an average first-year agent. As much as I loved the brokerage and our agents, seeing their success drove me to want to help more new agents. So for over two years, I worked until one or two in the morning six days a week, to write my books The Education of a Real Estate Agent and Workbook that help agents learn how to build a successful real estate business while building one at the same time.
I’m going to be real with you, the real estate industry is unintentionally designed for you to fail. Why? Because, most of the education offered by brokerages (and coaches) is for veteran agents, since they are the ones who make them more money. Unfortunately, this forces anyone new to try and figure things out on their own. An almost impossible task. So much so that 75% of the agents don’t even make it past their first year!
I wrote my books to help change this and provide people with a real opportunity to succeed in this challenging career. To provide everyone entering the industry with the knowledge that the industry unfortunately doesn't offer.
When you finish The Education of a Real Estate Agent, you’ll understand:
✅ How to create unbreakable mental strength so you can destroy any challenge that comes your way
✅ How to turn your goals into reality
✅ How to avoid the mistakes 99% of agents make when joining a team and brokerage, so you can make sure to join the right one to help you grow and excel
✅ How you can quickly build and easily use the one element of a real estate business that all successful agents are obsessed with
✅ How to separate yourself and get consumers to choose you over all of the other agents in your market
✅ How to generate business everywhere and anywhere, you are so you never run out of clients to serve
✅ A simple but very effective lead conversion strategy proven to convert your leads at a level far above what an agent typically does
✅ How to build your brand so people will remember and trust it
✅ The social media strategies that influencers use to create views and followers
✅ The tools you can use to build and grow your business that have been tested and proven to work
…And this is only a fraction of what you will learn!
Please, pick up my book and let me help you avoid the pains and frustrations agents feel when entering the real estate industry so you can build your business quickly!
NOTE: There is a 25% discount if you purchase the book and workbook together!
Shipping is always free!