00:00Hi everyone, I'm Allison LaForgia, the Managing Editor of HousingWire's Content Studio.
00:05Today, I am joined by two people who need no introduction in the real estate world.
00:09We have Jason Mitchell, who is the founder and CEO of the Jason Mitchell Group,
00:13and we have Jake Craft, who is the CRO of the Jason Mitchell Group.
00:17Now, Jason has built one of the most recognized, top-performing real estate organizations in the country,
00:22known for redefining what the partnership experience looks like between agents, clients, and institutions.
00:28And in this conversation, we are going to dive into some of the strategy behind that growth
00:33and how JMG is navigating today's market and what it really takes to lead with innovation in the shifting housing landscape.
00:41Awesome.
00:42Thanks for having us.
00:44How can team leaders better articulate their value proposition to stand out in a crowded market?
00:50So value prop is something where, like back in my new construction days, we used to call it a USP.
00:58Every community we sold in, every community had a USP.
01:03What was our unique selling proposition of this community?
01:07A community I spent a lot of time in back in Detroit.
01:09It's called Green Farms.
01:10It was in Ypsilanti, Michigan.
01:12And our unique selling proposition was a place where families can grow, develop,
01:17in a safe environment with amazing Ann Arbor schools.
01:20Wow, that sounds great for families.
01:23Because ours was first-time homebuyers, people that were going to raise a family or had a small family.
01:29It wasn't second-time homebuyers or luxury homebuyers.
01:34We knew where our bread was buttered.
01:36And it was from a younger demographic that we're going to have a family or had a young family.
01:40And we catered to that.
01:42I think that is part of the value prop for a team leader that they need to start understanding is,
01:48if you lead with, well, we have coaching.
01:50Okay, well, so do they.
01:51Well, we have a great CRM.
01:55So do they.
01:56Oh, well, we're collaborative and we have good culture.
02:00So do they.
02:00There's nothing unique about that.
02:04Depending on what your unique selling proposition is,
02:08is how you go to the masses and how you go to agents and say,
02:11this is why I think you would be a fit for us.
02:14But here's the problem that they make.
02:17They want whoever they can have.
02:20So it's not unique.
02:22It's not exclusive.
02:23It's more as if somebody is interviewing you and you're hoping they pick you.
02:31It's like speed dating.
02:32I hope you pick me.
02:34Versus like at JMG, it's no, no, no.
02:36We're interviewing you as much as you're interviewing us.
02:40We turn down more people than we, in fact, it's actually like two to one who we turn down than we hire.
02:45Because you have to be more accountable at JMG.
02:48You got to update portals.
02:49You got to communicate with our mission control department.
02:51You better be nice to our partnerships.
02:53You better hold yourself at the highest regard when it comes to respect.
02:57We have things that we will demand of you.
03:00But if you do those things, we're going to hopefully give you more business
03:03that you could ever have imagined.
03:05But you got to be accountable.
03:07So when we lead with, whoa, whoa, whoa.
03:09Like when we interview, we don't lead with, tell me about yourself.
03:12Tell me this.
03:13Tell me that.
03:14Yeah, well, we think you'd love it here.
03:16No, no, no.
03:17It's we're asking you these questions on purpose.
03:20Because you may not, and when you can put someone's guard down too, this is all in sales.
03:27Like always start something with, this may not be a fit.
03:32Hopefully it is.
03:33All of a sudden you're sitting there going, wait a minute.
03:35I may not be a fit?
03:37Tell me why.
03:39You engage them differently.
03:41It's like when you, you know what I used to do in the field that I like a really good,
03:44a really good selling thing?
03:46You guys can take this with you.
03:47This one's free.
03:48What I used to love to do is I would go, like if, let's say that, let's say that you
03:52and your husband wanted to tour five houses on a Saturday.
03:54Okay.
03:56We'd start with the worst one.
03:57The one that I thought that you would least like after what you have told me, you know,
04:02like we don't want, and we want a downstairs master and it has to be so big and we want
04:07to have the kitchen open or something.
04:09I picked the worst one of the five.
04:10And the reason I did that is because when I left that home, I wanted to be able to turn
04:14to you and your husband and say, you know what?
04:17I think we can do better than this.
04:19Okay.
04:20So when you got into the car, you would say, not trying to sell me, but you know why?
04:27Because when I, when we went to the fourth one or the fifth one and I knew you liked
04:30it, all of a sudden I can turn to you and say, I like this one too.
04:34Yes meant more because I told you no before.
04:38I'm not just trying to sell you something, right?
04:40I'm here as an advocate.
04:42I'm here to help.
04:43That's in a nutshell, when you talk about value proposition, how do I create something
04:50that you want, even though I want you, hopefully you want me just as much.
04:57And that doesn't, that's not created when you have the same thing ever.
05:00That's why I go back and, you know, people might think I'm a jerk because when I'm on stage,
05:03I'll say big box brands got this, that, and the other thing.
05:06I have nothing against big box brands.
05:08They have created something that I'll never have.
05:11Robert Redkin is worth more money than I'll ever be worth in my entire life, more likely,
05:14right?
05:14So is Glenn Stanford.
05:15All these guys, they are the Mount Rushmore of it.
05:19But when I look at these mergers and acquisitions and I look at team leaders and agents that join
05:23that, I say, but where is the real value?
05:27Because the real value right now is not about, I get a free CRM and I get to have a brand and I get
05:33like, you know, this for free or that.
05:35The real value.
05:37How can I help you close more business?
05:40How can I, if you're in real estate, if you want to be a glorified recruiter, go to those models.
05:45But if you want to sell real estate and you want to sell a lot of it, that's the value pop that I have.
05:50We're just different.
05:51But I hear so much of the same stuff.
05:54I'm sitting there saying like, all I need to do is change the color of that sign and you wouldn't know the difference.
06:01Value is done by how can this person, how can this company, how can this team, how can they help me grow my business
06:08like nowhere else in the country as long as I fit in here?
06:13That's where I think value is.
06:15I'm not going to build that, add anything else to that.
06:18But to what he had talked about, really, I think, again, I do a lot of interviews with team leaders and things like that.
06:24It's them actually going to the whiteboard and kind of like Jason had mentioned, figuring out what is your value prop?
06:29What is unique that you're going to bring to agents that are going to want to come join you and be led by you?
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