• Don’t focus on the technology -- focus on yourself first.
  • There are only three ways to capture content: writing, audio and video.
  • Stop talking about real estate because nobody cares.

It’s difficult to innovate in real estate, so the real innovation is to bring your fingerprint and your voice to the business. In one of our most content-packed interviews yet, real estate trainer and consultant Chris Angell shares his strategies for farming, building a tribe around common interests, finding your format and adding value so you own your farm.

Real Estate Uncensored

Hosts: Greg McDaniel and Matt Johnson with guest Chris Angell

“Because of the information age, our industry has shifted from a sales industry to a consulting industry.” -Chris Angell

Angell starts by sharing one of the most crucial insights we’ve ever heard: that the information age has transformed real estate from a sales industry to a consulting industry.

Unfortunately, almost all the real estate training out there is sales-focused: scripts, closing techniques, persuasion, overcoming objections, etc. Nobody is training agents on how to behave and attract people like a consultant.

Then Angell shares the only question you’ll ever need as a consultant: “What’s important to you about that?” He explains why you must have lead gen systems turned on so you can be a consultant instead of a salesman.

“Your consistency is what makes something work,” Angell says. “What’s important to keeping lead gen turned on is having a format that you can sustain.”

So how do you decide how to market yourself, especially to a farm? Instead of copying, look first at who you are, not the technology. Are you task-oriented or people-oriented? Do you need immediate results, or do you like endless tweaking of mechanics to get a result?

Then, you can look at the format to capture the best way you produce content, whether it’s writing, audio or video.

Next, look at the content you put out into the world. Is it valuable? Would people miss it if you stopped putting it out there? Is it so good people would be willing to pay for it?

“Stop talking about real estate — nobody cares. You must speak to people in terms of a common interest that has nothing to do with real estate.” Angell added, “We have to get upstream from the transaction and start building real relationships with real people about things we both like.”

Finally, Angell outlines some of his strategies for owning the visibility in your farm and creating the story in those homeowners’ minds that you’re the hardest working agent in their area.

Summing up his approach, Angell explains, “A lot of people get into real estate to help people, and they’re made to feel stupid. We are not speaking to people based on how they’re wired.”

There were too many great quotes from this interview to pull them all out, so go back and listen to this interview over and over. Angell’s approach can completely revolutionize how you think of farming (and marketing in general) and allow you to build your business based on how you’re wired. Stop listening to traditional real estate coaching. Find your voice, find your format and start building your tribe!

Click here to subscribe to Real Estate Uncensored on iTunes.

Chris Angell is an author, speaker and coach; his company is Groundswell Business Consulting. You can find him on Facebook at www.facebook.com/thechrisangell or Twitter at @chrisangell.

Matt Johnson is the CEO of Pursuing Results, a podcast production and PR firm, as well as co-host of real estate podcasts and live video series such as Real Estate Uncensored and Elite Real Estate Systems Hangout. Connect with Matt on Facebook.

Email Matt Johnson.

Show Comments Hide Comments


Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Thank you for subscribing to Morning Headlines.
Back to top
Only 3 days left to register for Inman Connect Las Vegas before prices go up! Don't miss the premier event for real estate pros.Register Now ×
Limited Time Offer: Get 1 year of Inman Select for $199SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription