The Work From Anywhere Agent
Welcome to The Work From Anywhere Agent with Alexa Rosario, where we’re redefining what it means to succeed in real estate.
This podcast is for agents who dream of having the freedom to work from anywhere, scale back their hours without sacrificing results, and ultimately build a practice they can sell.
Join me as I document my journey, sharing practical insights and strategies to help you systemize your business, leverage your resources, and shift your mindset from agent to business owner. I don’t have all the answers, but I’m figuring it out—and I’m bringing you along for the ride.
If you’re ready to break free from the grind and create a real estate business that works for you, this is your place to start.
The Work From Anywhere Agent
19. How getting inside my client’s head made my job easier
Have you ever felt like you were missing a simple yet essential tool in your follow-up game? That was me, and today's episode of The Work From Anywhere Agent dives deep into something that transformed my approach: the BAB framework.
I’ve realized that understanding my clients' before, after, and bridge scenarios isn’t just helpful—it’s crucial. It has taken my ability to connect and resonate with clients to an entirely new level. Imagine shifting from facts-based selling to weaving a compelling story that speaks directly to their needs and emotions.
In this episode, I break down how the BAB (Before, After, Bridge) framework can get you inside your ideal client's brain. You'll learn why this shift in perspective is more than just a strategy; it’s the key to more impactful marketing and genuine client connections. We’ll explore real-life examples, plus tips on how to create engaging content that truly resonates.
Join me in our exclusive Facebook group, Business Systems for Realtors, where we keep the conversation going daily. Or, if you're ready to dive deeper, check out our 7-Day Funnel Challenge to transform your content strategy! Don’t miss out on this game-changing approach.
Business Systems for Realtors Facebook group: https://facebook.com/groups/bizsystems.
7-Day Funnel Challenge: https://orbit.realestate/cnfin7days
Explore how you can team up with us at eXp: https://alexarosario.com/exp.
If there's one thing that I hope that you learn about me, it's that I love a good, simple framework. Some people call them mental models. They're the same sort of concept, right? They're these little kind of seeds that you plant in your brain that help you make really good decisions and help you make decisions faster, so that you know that you're going to be on the right track here. And so the framework, or the mental model that we're talking about today is actually the secret to getting inside of your ideal client's brain, and so the framework is called BAB, b-a-b, and this is a framework that you're going to be able to use whenever you're creating content, as you're having conversations with your ideal client, and whenever you're trying to think about, like, how to even market a listing right, like understanding what their BAB is is going to get you inside of their brain and get you out of that sort of facts-based selling and into their story, into that emotion-based selling. And so BAB stands for before, after and bridge. This is a concept that you can build your entire content strategy around. You can build your humor around, your personality can start to reflect this, and even the whole person that you reflect on social media, which we talk about in our content funnels challenge can be built around their bab. And so this concept of the before after bridge is understanding where they are right now, which is the before. Understanding where they are right now, which is the before. Understanding where they want to go, which is obviously the after, and then understanding the bridge, which is how do they get there Right? And so you are the bridge that helps them get there. Your process is the bridge that helps them get there. And so let's dig a little deeper into this, because it sounds so simple, but when we really understand they're bad, all of a sudden we're no longer struggling to figure out what to post, we're no longer struggling to figure out why they're not making decisions.
Speaker 0:So the example I always like to use is the upsizer. Yesterday I was at a listing appointment and they're like apologizing for how cluttered their house is, and I was like, look, you don't have to apologize. I see this all the time. This is a very typical upsizer situation, and so that's exactly what we're here to help with. And they were like oh my God, thank you so much. I feel so embarrassed having people over and all this stuff, and so understanding that they're bad.
Speaker 0:You recognize very quickly that they fall into this category and so, using the upsizer example, their before is typically they bought a property. They bought it. Maybe it was just the couple or they had a baby, maybe they had a dog, and it was like their starter home. So maybe it was two bedrooms or three bedrooms. There was only two or three of them living in the property and this was the first time that they purchased, maybe out of an apartment. So they're like I don't need too much space, I just want to start the process of owning property. And it all started out great. And then they had another kid, or another two or three kids. They ended up getting a better job. Maybe their job is a little bit further away, or maybe they're now working from home, and so all the stuff that's accumulated over the years over maybe it's three years, maybe it's five years, maybe Over the time that they've owned this property. Now they've done all the Marie Kondo, they've done all the reorganizing, they've done all the DIY projects to try to make more space and do more with what they already have, and they're just like bursting at the seams. They realize like there's not much else they can do in terms of reorganizing to sort of optimize the space.
Speaker 0:In a lot of cases, our upsizers also come with. They live in an area where maybe the school zone is not where they want to send their kids, and so as their kids are entering elementary school age, that clock is starting to tick. These are all the things that upsizers start thinking about before they ever decide to sell their property. It's this low grade anxiety that happens below the surface. Right, they're going through their regular day, they're working and cooking and taking care of the kids, and then, but this little kind of voice in the back of their head, maybe they're, you know, out going to lunch on a Sunday and they start being like you know, honey, I really just can't stop thinking about the fact that, you know, little Bobby is going into kindergarten next year and maybe it's time that we start thinking about really making this move, because I don't want them to go to whatever school they're zoned for. Or you know, honey, I'm so tired of trying to do conference calls and I can't even focus on the call because there's so much noise in the background, because I don't have my own office, like it starts as the problem.
Speaker 0:So you have to get so deeply ingrained in their before and their before story that when you meet your ideal client, you can recognize their bad before they ever even know. This is a thing, so like being able to sympathize with them and showing them like, look, we see this all the time, it's okay, that's what we're here for. That is the confidence and the leadership that they're looking for. It's not about the house, it's about the pain that they're in and helping them see that that pain that they're in is not going to get easier, it's going to get harder. And so most people, when they're in that low-grade anxiety, it's in the back of their mind, and so your job, by understanding what their BAB is, is showing them how important it is to solve that anxiety, to solve that fear, to solve that pain. And so then we take them into that after.
Speaker 0:And so, from a content perspective, the before can be poking fun at all the. You know you've tried reorganizing 50 times and it just is not enough. Or tripping over things on the stairs like things that every parent can relate to, every person that works from home can relate to. That's where the humor comes in. We're creating this whole person, we're creating this personality around the things that we already know that they're struggling with, and we never poke fun at them. We always poke fun at that. We call it poking fun at their enemies, so we poke fun at the. We call it poking fun at their enemies, so we poke fun at the reorganizing and the fact that it's never enough. We don't ever poke fun at the person individually, so we're on their side and that's what we poke fun at. We're not against them where we're poking fun at them. That's a really important aspect here.
Speaker 0:In the after piece, this is where they start realizing OK, like I cannot reorganize one more time, there are no more DIY projects for us to do, like it's just time that we have to move. And so this is the second step of the process. This is what we call the middle of the funnel. Right At this point, the pain has become uncomfortable enough that they're willing to actually change it. They're willing to make a difference here. Enough that they're willing to actually change it. They're willing to make a difference here. And so this is really important to know that most people, most agents, start creating content at the after. But if you want to grow an audience, you have to really start creating your content at the before, because the before is how you get them to the after.
Speaker 0:Think about your after and your content as the vision board for their after. You're showing them what's possible in the after. So this is where the point of view content comes into play. Pov my client finally stopped trying to reorganize and realized they could buy a property for the same monthly payment, something along those lines. Right, this could also fall into, by the way, for my relocation agents, like if you know that people are upsizing to your area from another area. So, for example, I'm in South Florida, we have a lot of people who move here from the Northeast, and so being able to focus on the fact that the POV my client moved here and saved X amount of dollars in their income taxes, like those are all the things that we're helping them understand.
Speaker 0:And so the after is giving them that vision board experience. You're giving them something to aspire to. You're showing them that the after is possible, right, like the after is the visualization. So before we're focused on helping them understand how big the problem actually is. The after, we're helping them visualize what's actually possible. And then, lastly, at the bottom of the funnel, is where we start helping them understand how they get there. So, to give this another perspective, the before is helping them understand why they're doing this. We have to understand why we're doing something before we understand what we need to do right. I'm in pain, this is uncomfortable. I need to fix it. The why, then the after is the what. What is the solution, what are we aspiring to? What do we want to happen? And then the bridge is the how to do it right. So here we're helping them see the process. This is where developing your own unique kind of angle comes into play.
Speaker 0:For example, with my probate clients, one of the biggest pain points that they experience is we get a lot of referrals from attorneys with clients who live out of state and so they inherit a property. There's all the stuff left in the property, right, like clothes and kitchen stuff and all the things that somebody leaves behind when they move on from this world. Right Like there's all this stuff that gets left behind, and so now they have to figure out what to do with all of that. They have to get the property ready for the market, and most agents are going to be like oh, we'll figure it out and bring it back to me when you're ready to list the property. But we don't do that. We actually have a team of specialists that help clear out the property.
Speaker 0:But we don't do that.
Speaker 0:We actually have a team of specialists that help clear out the property the handyman, the cleaning people, the whole shebang.
Speaker 0:So the client pays for it, but we facilitate the entire experience so that the client doesn't have to worry about it, and we keep them updated every step of the way. And so when we're presenting our unique value to our probate clients and also to probate attorneys, we walk them through this exact process the before, the after and how we get there, the bridge, and so being able to present it this way is how people go. Oh wow, that's really helpful. I can totally see how this is going to make my life easier, going to make the client's life easier, and that's how you start getting the referrals, you start getting the niche based clients, and so understanding their BAB and building your entire messaging strategy around that specific framework. It's going to make a world of difference in the effectiveness of your messaging. So that's the episode for today. As always, make sure you join us in the Business Systems for Realtors Facebook group for our daily discussion. I will see you in the next episode.
