Mastering Your Marketing with Danny Grant

In this episode of We Are Selling, Lee Woodward is joined by Danny Grant for a practical and timely conversation on leverage marketing, and why clear, confident marketing conversations matter more than ever as the market stabilises in pricing.

Together, they unpack one of the most common objections agents face today, concerns around advertising spend and whether “all that marketing” is still necessary when properties once sold so quickly. Danny shares real-world dialogue and insights that help agents reframe marketing as more than attraction, but as a powerful emotional and validation tool for buyers.

💡 In this episode, you will learn:

• Why marketing is not just about finding buyers, but creating emotional connection
• How strong marketing signals seriousness, quality, and confidence to the market
• Why doing “everything possible” removes regret at the end of a campaign
• How even one extra buyer, generated through marketing, can dramatically change the final result
• What leverage marketing really means, and how buyers use marketing to validate decisions with family and friends
• How leakage marketing helps control timing, pricing, and momentum before hitting the portals

Lee also shares practical strategies around preparing the market before a listing goes live, protecting the asset, and avoiding the biggest risk in real estate, allowing a property to sit too long and lose perceived value.

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 →

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• Next Events
• Lee's New Book – Claiming Doors
• Explore Lee Woodward Short Courses
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Transcript

Lee Woodward: 0:04

Hello and welcome to the podcast We Are Selling. My name's Lee Woodward of Realtair. Realtair is the one platform of choice of real estate professionals, allowing you to pitch, sign, and sell real estate. Each week we tackle a challenge or in-depth topic that the agents need answering out in the field. And this week's topic is leverage marketing. The communications we must now have with our consumers now that the marketplace has settled in pricing. And today I'm going to feature some dialogue with Danny Grant, who's had an incredible career in keeping well-informed owners up to date with the marketing, the transition, and what they need to do. And Danny's very good at those critical conversations surrounding price modification. Danny, let's talk about a common objection from our consumer who may be concerned about advertising. The investment, what it's going to take. They may be still be thinking of yesterday's thoughts of everything's selling so fast. Do you really need to spend all that money? I'll go into objection mode. Danny, I appreciate everything you're showing us, but we just don't want to spend that amount of money on advertising.

Danny Grant: 1:26

Look, I can understand, Lee, and this is a conversation I have with most of my clients, and that's will we actually need all these elements of marketing? And I think it's important to note that I think when everyone thinks of marketing, they just think of the attraction. Okay, where are we going to find buyers? But it's actually only one part of it. The second part to it, once we attract buyers, is the emotion side of marketing. So the better we market a home, the more emotionally connected buyers are to it, the more serious they see that we are about selling the home, and the more it makes us stand out amongst other properties in the area. And buyers know when you've underdone something. So we've got to get them emotionally connected from the start. And if we do all the marketing elements properly, then we're going to get that. The other is, look, I went through this myself when I was selling my house. I looked at it and thought, well, I know I get a lot of buyers from the internet. Do I really need all this print media? Do I need this? Do I need that? And you know what? I did, I ramped everything up in the marketing. The reason I did was because of the end. So I was thinking, okay, if I get to the end of this campaign, whether it's gone good or bad, I want to know that I've done absolutely everything I could in marketing to get it sold. So if I got a good price at the end, I know that that was the best price because I've done everything. If it didn't go so well in the end, I knew I didn't want to regret the fact that I didn't do absolutely everything I could do to get it sold. And it's not about getting 50, 60 extra buyers from print media. It's just that two or three captured at auction competing. And you know what? If we just get one more buyer from an extra element of marketing, that could be a $5,000 bid, it could be a $10,000 bid, it could be $50,000 worth of bids at an auction. So that's really how you've got to look at it. The other important part of this is what we call leverage marketing, and that is when a buyer sees your property in the paper or on the internet, the first thing that they want to do is talk to a family member or a friend and tell them about the property. And then normally their their family member or friend will say, okay, whereabouts in the paper is it or where in the internet is it? And then they start looking at it themselves. So if you've got things like videos or you've got um beautiful imagery in the paper, then that's just further justification that they need to look at it and validation from those family and friends that this is a great property. And before they've even come through the door, there's excitement that's built up purely around marketing.

Lee Woodward: 3:41

Danny, this falls beautifully in line with there is no shortcuts to a great price, and yes, all the marketing elements are leveraging off each other. And just to add a tip on a tip here, another thing we're doing out in the marketplace at the moment is leakage marketing, which is where we use the strategy that when a property hits realestate.com.au, the ticking clock has started. Everyone is publicly aware of the property internationally in our international sale. And what we know as the golden rule of real estate that we would have communicated through to our potential seller is the longer the property is on the market, the less the purchasing community expect to pay. And this is where it's a very, very important strategy to get the pricing right before hitting the portals. And that could be a week, a week and a half, even two weeks. But a way to do that is to extend it with leakage marketing where you ring in people saying, This isn't on the portal yet, no one's been through it, we haven't advertised it. Would you like to have a look through prior to going on the portal? And to achieve this, we might be doing the photo shoot and take a photo of the photographers taking the photo. Because the photos aren't on the portal yet, and we're leaking that information. We might even put something on socials that coming soon is this great opportunity. This was the architect, this is the landscapers. Don't miss this property. But what you're doing is going back in time in preparation, leaking the address and the story, so when it hits the portal at the right price, that is the moment. And Danny, that's our two tips today: leverage and leakage marketing. Very good information. I think we might even get you back next week. Thank you to our audience. I'm Lee Woodward from Realtair. For any information about pitch, sign and sell, you can call 1300 367 412. Thank you for listening.