Standing out in real estate: crafting a compelling team value proposition

HousingWire

What makes a real estate team truly attractive to agents in today’s competitive landscape? Jason Mitchell and Jake Kraft of the Jason Mitchell Group explain that it’s not about perks or fancy CRMS — it's about delivering tangible value that helps agents close more business. In this episode of the Agent Blueprint, Mitchell and Kraft break down the principles behind building a standout value proposition.   Through stories from new construction and team recruitment, Jason illustrates how leading with exclusivity, accountability, and advocacy sets top-performing teams apart. Learn how to communicate what makes your team unique and why the right agents will want to join, and stay, for the long term.    #RealEstateTips #TeamLeadership #ValueProposition #JMG

Transcript

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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