It’s a lot easier to own your market as a real estate agent if you’re a local celebrity. But how do you go about getting your face in the media? How do you build relationships with the decision-makers in your community? And how do you become the person that everyone gravitates to when you walk into a room?

Today, Oliver is joined by Mike Bjorkman of Team Bjorkman, the #1 HomeSmart team in the nation. Mike has been named Best Realtor by the Daily News and Santa Clarita Valley Magazine, and he is a sought-after speaker for conferences and real estate industry events.  

On this episode of In the Know, Mike shares his early real estate experience doing geographical farming and pioneering the mega open house. He explains the concept of a ‘unique selling proposition,’ offering examples of the promotions his team uses now. Mike describes how he became a local celebrity by speaking at events, rolling up his sleeves for charity organizations, and partnering with print and TV media outlets. Listen in for Mike’s insight on developing strategic relationships with people at the top and leveraging swag to stay top of mind in the community!

Key Takeaways

[1:13] Mike’s early days in real estate

• Start with farming as 19-year-old
• 4 to 5 houses/month within year

[5:04] How to do a mega open house

• Generate fliers, door knock neighborhood
• Cold call to invite (giveaways, drawings)

[7:34] Examples of a ‘unique selling proposition’

• Sell in 90 days or its free
• Quick over-the-phone market eval
• Buy house from me, we’ll buy yours

[11:15] The benefit of speaking at events

• Viewed as authority, people line up
• Free publicity in newspapers

[12:58] Mike’s advice around events

• Attend 2 to 4 per week (Chamber, charities)
• Adapt to personality styles, relate to anyone

[15:00] How Mike takes over a room

• Scan for 4 or 5 people need to meet
• Buy drink and establish relationship

[17:30] How to get your face in print or on TV

• Offer to do weekly article in local publication
• Add head shot, features for special events

[21:30] Why Mike goes ‘straight to the top’

• Establish strategic relationship of trust with boss
• Every member of organization becomes client

[26:32] The concept of spending money to make money

• Invest in private school, country club ($24K/year)
• Relationships generate $250K/year in commission

[30:16] Mike’s best Facebook tip

• Friend/follow ‘corporate ballers’
• Reach out after life events (e.g.: trip)

[33:38] Mike’s advice around swag

• Choose giveaway items people won’t throw away
• Employ ‘guilt gifts’ at open house (i.e.: corkscrew)

[36:07] Mike’s vans and trucks

• Donate use to charities for seat at front table
• Wrap to create driving billboard, build brand

Connect with Mike

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Resources

Real Estate Marketing Show

Quotes From the Interview

“I had to go back to the basics, and I had to focus and really study how to blow up the neighborhood.”

“Any time you’re speaking at an event, you’re an authority.”

“I was just able to work a room, and I learned quickly, you don’t just walk into a room—you take it over.”

“That’s when you build relationships with people with a lot of money: People that truly care about these [charity] organizations, they do roll up their sleeves with you, and you bond with them and spend a lot of time with them—and it’s amazing how much attention the media will give you if you’re the boots on the ground.”

“If the boss trusts you, every single person below ends up as a client.”

“There’s always that one person that walks into the room that people flow to. I want to be that guy at all times.”

“It takes money to [make] money.”