If you create Instagram content for buyers and sellers in your area, here’s an idea they will love!
You want to help buyers and sellers navigate the NAR settlement changes going into effect August 17th—which works out because a lot of consumers are confused right now about the changes. They’ve got questions. You’ve got answers. But how can you get that information to your audience without doing a typical talking-head video?
Sharing a post like the one San Diego Realtor Jason Cassity recently published sends the kind of message you want to share with a unique twist.
In the Reel, Cassity records a role play call with listing agents on settlement changes, specifically about making an offer of buyer agent compensation. But the caption of his post addresses sellers.
This approach is brilliant for at least three reasons:
- It demonstrates how Cassity is training his agents and shows he is up to date on all the changes taking place in the industry.
- It makes Cassity more appealing to sellers because he is clearly invested in advocating for his clients and helping them avoid unnecessary costs
- It’s another way to engage viewers with an unedited live POV video style. Cassity is focused on the phone call with his agents. He’s not speaking directly to the camera.
Cassity also includes a disclaimer to remind agents that the script he uses is in compliance with California rules. Agents always need to do their due diligence to ensure anything they share is in accordance with rules and regulations for their association and state.
Check out the post for yourself and share your thoughts in the comments.
The caption for the post leads by crediting Sharran Srivatsaa, president of Real Brokerage, for the script before addressing his audience and providing context for the phone call:
“As a seller in CA, beginning August 17, the way you contract an agent will change. In the past, you usually would have hired a broker for x%, and then that broker would’ve shared a portion of that compensation with the buyer’s brokerage, for procuring a ready willing and able buyer. Most often, that shared % was pre-negotiated on the listing contract, and displayed publicly via a field on our MLS.
“Beginning 8/17 (or sooner on some MLSs), your listing contract will only outline the fee that you’re paying the listing agent. There will be no more pre-negotiated buyer broker compensation on the listing contract.”
From there, he briefly explains why he still encourages sellers to consider buyer offers asking for a concession.
“Now, as the seller, do I think that you should still be willing to entertain an offer that asks for a concession from you? OF COURSE. One of the primary ways to get an offer on your home, at the price that you want, with the terms that you want, is to incentivize the 25,000+ licensed agents across San Diego County to bring you a great offer. That stance hasn’t changed.”
What has changed is the way sellers will approach buyer agent compensation before the first offer comes in:
“The only change I’d recommend is summed up in this video. Instead of pre-determining any concession that you’re willing to offer a buyer, have your agent use this script: ➡️ “Our seller is open to paying buyer representation compensation based on the terms of the offer.”
Cassity wraps up with a CTA for buyers and sellers interested in getting “caught up on the new contract changes” and how they impact consumers: “Shoot me a DM and I’ll fill you in.”
In this week’s episode of the Walk Thru Podcast, Dan Oneil and The Broke Agent, along with Cassity himself and Lindsey Jo discussed the Reel.
At this point, it should surprise no one we’ve booked Cassity as one of our fan-favorite industry-leading speakers for BAM Mania—our must-attend in-person event of the year.
Check out the event page to learn more about what you can expect if you join us this October BAM Mania at the Circa Resort and Casino in Las Vegas. Get your ticket and lock in your seat for the main all-day event on October 18th.
Or if you want the two-day VIP experience (October 17-18), we have a few tickets left.
