We Are Selling with Lee Woodward

Working in the Heat

• Lee Woodward • Season 1 • Episode 187

Share episode

Send a message directly to Lee ( Include your details )

Lee Woodward explores the power of "Working in the Heat" – using active property campaigns to maximize lead generation instead of cold prospecting. This approach leverages the natural momentum created by a listing to claim doors, build databases, and generate new opportunities.

• Recording from Amsterdam while attending a broadcast conference as a student rather than speaker
• Reflecting on recent podcast interviews with Scott Bailey, Mark Kentwell, and Adam Joske
• Announcing upcoming 90-Day Real Estate Coaching Program
• Explaining how one property listing should create a comprehensive campaign
• Breaking down the step-by-step "Working in the Heat" strategy for claiming doors
• Detailing how to use Just Appraised DLs, door knocking, VIP previews, and follow-ups
• Sharing how one campaign can generate 68 contacts, 32 claimed doors, and multiple new listings
• Revealing the 12-week structure of the upcoming 90-Day Program
• Emphasizing the importance of stripping back to fundamental strategies that work

The 90-Day Real Estate Coaching Program will be available soon for Complete Salesperson course graduates and others looking to implement these strategies.




Hosted by Lee Woodward Training Systems

Brought to you by The Complete Salesperson Course & Super Coaching Program

🎓 The Complete Salesperson Course – Australia’s premier real estate training, delivered nationally throughout the year. Build the skills, systems, and mindset to perform at the highest level. Learn more →

📚 The Super Coaching Program – An exclusive membership providing ongoing coaching, resources, and strategies to support sustained growth in real estate. Join today →




Discover more:

Lee Woodward:

Hello and welcome back to the podcast we Are Selling. My name's Lee Woodward, the author of the Complete Salesperson Course, and Claiming Doors Over the last few weeks. I'd like to thank Scott Bailey, mark Kentwell and Adam Joski. Excellent episodes, world-class work.

Lee Woodward:

As we go into that behavior of a real estate professional this week, as I record on the microphone, I'm not in Australia, I'm actually in Amsterdam and I'm over here for a broadcast conference where I'm learning, not speaking. It's an amazing thing to step out of your country into an international conference where thousands upon thousands of people visited to find out what's next in the area of broadcast, and it doesn't matter if it's broadcast real estate, audio. There's always this incredible part about learning where you are a student of the game, a student of your craft, and you have a learning menu and progressive learning means. When you wake up this morning, you've gone as far as you can with what you know. However, anything you learn today and it could be this podcast it could be the next course that you attend. You get to have that moment of progressing forward In the same moment. One thing that has struck me over the last three episodes of the podcast is the amazing evaporation that a lot of our long-term agents are experiencing as they forget where they come from, how they did it, those little things that got them to the top. And for me, the Scott Bailey interview was an outstanding one for that. I first met Scott about 20 years ago when he attended the Complete Salesperson course our time and in when we were at that little venue and he got it and all these years later to have the opportunity to go in and see his amazing business and I was actually on site as a training partner to do the internal audio of the company.

Lee Woodward:

And the internal audio of a company is very important for the new people coming through, that they don't have to wait 25 years to learn what someone has in practice and is part of their behavior. And I did mention that in that particular audio. Our world's full of people that have got the jargon but not the behavior. And, as I record with my mobile studio today in another country, I've also had some time, lots of time, such as 20 hours on an airplane to go through and strip back. Look at what the next way of learning is going to be, and it's not out yet, but my next big production and I've waited my lifetime to do.

Lee Woodward:

It is the 90-day real estate coaching program and I've chosen to do a 90-day program for all of you who've attended the Complete Salesperson course, listened to these podcasts over the years, came through the original real estate hot topics and with so much layering of information, I've had this opportunity to record people at peak moments in their career. So, for example, in the 90-day program I actually crossed to John McGrath quite a bit regarding the way he explains fees or marketing or is negotiating on a certain moment, and I do that not because of today but because of then. In those recordings John was still listing and selling real estate, he was still auctioneering out in the live marketplace and in the peak of his time, and one of my passions about recording is you capture those peak moments. And thank you to everyone who has contributed so much feedback on the Ultimate Real Estate Coaching Program, the one I recently did with Matt Steinway, and even that, 22 years after the event, to go back into the studios with Matt makes you realize just how much goes on. But he was a good example of simple is difficult and wasn't distracted by the tech and to be doing 20 sales, 20 listings a month at some of our highest fees in the country. Stripping it back is actually a skill Simplicity and clarity. Divining all Matt's work up into small, sharp segments from the original system has been an absolute honour. So today, taking that same approach, I've picked just one thing to work upon, and one of those things that we look at in any program that you build is what is those snacks of information? And over the last couple of weeks I've been chatting a lot about nurturing.

Lee Woodward:

Adam Joski and I did the follow-up process, where again, the same challenge pops up that we found this lead. We did a presentation. They're not coming on for 6, 12, 18 months and I may as well not have gone out there at all because I don't have a nurturing sequence in place that can make all that happen. So I think that was a really, really good learning. But what it also brought to my attention is the challenge of real estate professionals, where you are chasing strangers, and one of my favorite snacks from the Complete Salesperson course is working in the heat, working in campaign, and I'll cross to that in a moment as I perform that for you.

Lee Woodward:

However, when we look at claiming doors, which is the first initiation of capturing that data, getting consent to communicate and then putting them onto a sequence. Well, that's all activated from the method of introduction, using the Charles Tarby moment there of how you were first introduced. And what's great about that is whenever you put a property on the market is, whenever you put a property on the market, your brand new listing. Make sure you're getting the full campaign power out of what you're doing and you're not selling yourself short or the property short by doing a full campaign. And when we run a full campaign, that's where we look at day one of the campaign. Yes, we know we're going to activate the sale, find the purchaser, attract, engage, commit and get a result. But before we do that, let's comb through the street. How many records do we have? How many investors do we have? How many appraisals have we done or assessments have we done in this street before and how many doors can we claim to get to our nurturing process?

Lee Woodward:

At this time, and once you start to understand that working in the heat, working in campaign, is probably the most important thing we do as an agent because of that method of introduction and what I mean by that is, each of us do successfully. Well, when we start at 0.6 or 0.7 in the warmed up, the data moment Meaning if it's a cold call, a cold door knock you start at nil or maybe even one. When you knock on the door because you have a listing in the street and you're just notifying them that it's coming on the market this Saturday for the first time and you're doing that on a Wednesday because that's the structure to it they're interested to talk to you because you're the one with the listing in the street. I've driven past it, I've been looking at the signboards and it becomes a real brilliant moment that, yes, the property's going on the market, but I need to run full campaigns and I need to understand working in the heat, working in campaign. Let me explain that snack Working in the heat, working in the heat is all part of a campaign. Let me explain that snack Working in the heat, working in the heat is all part of a campaign. Let me explain Many people prospect in isolation, in the freezing cold, so they'll go door knocking in a cul-de-sac because they like the cul-de-sac, whereas working in the heat is where you allow the house to do the heavy lifting.

Lee Woodward:

Real estate gives us so many examples that in a street no one moves for 10 years. One house sells and another four come on the market. Why is this so right across the world? Because it stimulates thought. An owner says I can't believe it's on for that and it's sold. Ours is heaps better than that house. Look at how many people are going to the open. Did you see the photos on the internet? The signboard's gone up. There's people out the front. There is so much heat around the property. But as agents we don't always leverage the heat as good as we can.

Lee Woodward:

So let's take an example. A property has just been listed and you've started your listed to settled checklist. Now the most important sequence can start, and what I'm about to step you through you don't have to do all of it, but if you lock down what you're going to do when the house is campaigning meaning if you've got 10 listings on the market right now, you've got 10 working in the heat campaigns why would you ever cold call or door knock again when you can use the assets, the skill of blended marketing, to get a far better result? And I'll give you an example. The first action once a property has been listed is to drop the just appraised DL, and that DL is explaining that we've just appraised a property in your street as one of the owners wanted to know its current value. We've done a great report. If you'd like a copy of the report, give us a call Now. That isn't saying just listed, it's saying just appraised. And the greatest thing about the just appraised DL is it doesn't have a photo of the house on it. It's got a photo of a piece of furniture which never dates. The text never dates. So you can actually print boxes of these DLs.

Lee Woodward:

As soon as you have signed the authority, the agreement, the form six, depending on what part of the world and state you are in, you can now do an instantaneous mailbox drop because you're not promoting the property. You are just saying someone had an assessment or an appraisal done on their property and you're warming up the street, you are warming up the data and we're starting the In the Heat campaign. Now you'll also get ready the digital inspection web link that you're going to be sending out to the registered people saying there's a window of opportunity got a property coming available. Click on the link. Let me know what you think. The next big moment is going to be the signboard. Now, when the signboard goes up, very important moment and a very good time for you to launch on Facebook and have the owner launch on Facebook the digital link and inspection that the property is coming available.

Lee Woodward:

The next thing you do, you door knock with the DL of the property the just listed DL now door knock it on the Wednesday before the Saturday and when you knock on the door, stand away from the door and when they come out you say I leave from such and such real estate Just letting you know. Number 15 is coming on the market this Saturday and it's going to be open for inspection at 10.15. And would you be open to attending? What do you think it's going to go for? Well, the surrounding sales have been. The owners have chosen a timed auction at this point to get an outcome on price. But would you like me to texture the sold result when it's done? Yeah, that'll be great. I'll just grab your mobile number and I'll just share my contact with you so you know it's me, and when I get back to the office I'll also shoot you a price update on your property and you don't have to do anything. It just shows you all the surrounding sales evidence and I'll update it every six months for you. Lovely to meet you Out of dialogue. You've just claimed another door. You've got a mobile number. You've shared your contact with them Brilliant part of it.

Lee Woodward:

The next part of our campaign and working in the heat is the VIP preview. And this is when you're making that incredible phone call to all the surrounding properties, any buyers you have in that area. There's a window of opportunity. I can get you through. It hasn't been on the portals yet, we haven't even advertised it. I can get you through.

Lee Woodward:

On Wednesday afternoon the next part of our working in the heat is a big moment portal launch. Then we've got our blasted email going out to all the buyers in the database. Then we hit week one OFI one open for inspection. Then we got open for inspection two. Then we're calling back everybody who's been through the campaign with that one focus Do they have a trade in? Do they want to buy it? There's many people look at houses, but we're looking for someone to buy one. Are you looking or buying? Don't say that just having fun.

Lee Woodward:

However, you then doing your callbacks. You now may do a price drive letter through the street because you've stimulated the street. You're in the street, let them know you're popping for 15 minutes and put them on a price update phone call and update all the potential vendors of the area that may stimulate them to drive past it or come through it. Then do your email blast of property opportunities with the web link. Then we hit weeks three and four. You've done all your OFI callbacks, all your buyer-seller calls, and buyer-sellers are the best lead in the database. We then hit our offer and negotiation stage. Send out a text message to everybody who's been involved in the campaign, letting them know the property is just sold. We can then do our congratulations call to the buyers and the sellers and see can we help anybody else and ask for that referral.

Lee Woodward:

The just sold deal goes out. The text notifications have all gone out to people that you need to know about the property, especially those that didn't believe it was going to get the price, just letting you know the property is now sold. Then get your client review, reach out to your advocates and the property is then settled. And then you can look back at this particular campaign working in the heat and say, wow, we picked up 68 people in the community from that one house. We claimed 32 doors from the campaign, achieved three assessments and listed two properties. That was a successful campaign Working in the heat, leveraging time, leveraging boards, photos, opens, signboards, auctions the whole thing needs to work alongside you, whereas agents get on the market, get it sold, get on to the next one and then you go out cold calling and door knocking saying I've got no stock Work in the heat, work in campaign and door knocking saying I've got no stock Work in the heat, work in campaign. Well, that concludes another edition of we Are Selling and for those of you that have been attending the Complete Salesperson course, we love meeting you there, finding out your story and then, soon to be in the future, everyone who's been through the Complete Salesperson course.

Lee Woodward:

Your next implementation moment will be the 90-day program and, as a bit of a preview to that, I've broken it into these 12 weeks where the information's sent out to you and the biggest thing I've had to do is strip back what you don't need to see and what's fascinating in training. All the training memberships or franchise have these enormous libraries where thousands of documents and audios exist, most of them 10 years old plus, so they're out of date, and you walk in there or you arrive in there and you think where do I even start? I know myself last year when I did the Complete Snack app, I deleted way more than I kept and that's because I wanted to strip it back and I'm so into this what's current, what's real and when can that go? So in doing the 90-day program, I probably spent over a hundred hours already with the thinning scissors giving that hairdresser's analogy and going through of what won't get in there and what needs to get in there. And what I want you to achieve out of the 90-day program is, within 12 weeks, you feel like you've had an implementation transformation and for a lot of you that have been in real estate a long period of time, I think it's going to be more important for yourself than the people that have only been in the marketplace for a couple of years. But at any time, what's that rethink, retrain that we need to do so as a bit of a leak for you.

Lee Woodward:

Week one is going to be about professional thinking. One thing I've learned is people start jumping into the prospecting modules and making phone calls, but their thinking's not right. I've spent a lot of time and picked some incredible interviews on professional thinking. Week two we go into words and calls. Number three, or week three, is claiming doors. Week four is the nurturing process. Five is structure. It was very important that I had that structural change in there so that I can move people from ad hoc to structure.

Lee Woodward:

Week six is the advanced listing presentations, and where are we now? Week six is the advanced listing presentations, and where are we now? I've done a standalone week on this, one for fees and value conversations, meaning value performance advertising. Then we've got our price, client and fulfillment. I think price and client fulfillment should be its own module and it's become its own. Week Ten is methods of sale.

Lee Woodward:

Eleven, week 11, momentum marketing and socials, and I've done so much great work on this now, especially with my work on claiming social doors, that I really feel I could give you a simple short course that takes that frustration out of socials. Then week 12 is our, it's a wrap and we helicopter over the whole thing. So that's my biggest project at the moment, the most passionate thing that I'm working on, and I've got to say it's been an experience to go through way too much information, as I've done over 2038 interviews in my career. It's probably way above that now as these weeks pass on, but I've stripped it back and I'm really excited to put my members and then everyone else who wants to come onto that 90-day program to give you that kickstart. But till the future I will let you know when that's announced. I work on it every single day Till next week. I'm Lee Woodward. Goodbye.