Ben Kinney: 13 Ways to Defeat the Top Agent in Your Market

Education & Training with Internet Marketing Specialist Designation

Did you miss Ben Kinney’s, “13 Ways to Defeat the Top Agent in Your Market” webinar?  This article is a summary of the key points he made during the call.


Not an IMSD member?  Save $200 on your one year IMSD training membership by using the discount code DEFEAT.  Learn more about real estate marketing on the IMSD website.


Want to win an iPhone4? Scroll to the bottom of this blog for a contest we are running the week of October 24th.


1. Mindset

Are you bringing an innovative mindset to work or do you simply copy what you “think” is working from other agents in your market.  You can spend your whole career chasing other agents if you aren’t willing to take risks to grow your business and to see those efforts through to completion.


Here are seven common mistakes of top agents we want you to keep in mind.

  1. Ego – They don’t “need” to change, everything is fine
  2. Expenses – Their budgets are bloated because they don’t take time track expenses
  3. Customer Service – Not every client matters, so response times drop
  4. Evolution – They are often the last ones to change their business in response to the market
  5. Adoption – New technologies aren’t adopted quickly to better market themselves and their listings
  6. Attitude - “If it ain’t broke, don’t fix it” mentality
  7. Profit – They close a lot of sides, but they aren’t managing a smart business


Real Estate Marketing Legs2. Legs

Imagine a chair with four legs.  If one of those legs is taken away, the person occupying that chair is in for a bad surprise.  Your real estate marketing needs to be a chair with 6, 8, or maybe even 10 legs.  Each “leg” is a stream of business such as your sphere, online marketing, expireds, open houses, etc.  A single “leg” falling out from under you shouldn’t be catastrophic to your livelihood.



3. Motivation Meter

Having a team isn’t enough, you need to know how to connect with and motivate your team. Using personality profiling tools like DISC or even something simpler like the book, “The Five Love Languages”, you can know what gets your team out of bed every morning.  Here’s a big hint… it might not be money.



4. Sphere

Once you’ve connected with people, whether they are a close friend, business acquaintance, or an online lead, it’s your job to divide your sphere into logical categories based on the frequency they should receive communications.  Ben Kinney used these four groups as an example during the call:

  • Haven’t Mets (1000 people) – Email only
  • Mets (500 people) – Mail and Email
  • Sphere (200 people) – Mail, Email, and Phone Calls
  • Core (50 people) – Mail, Email, Phone Calls, and Personal Visits

 Create your own communication plan with your sphere and never let it become a second priority.



5. Prospecting

Staring at your telephone is never going to make it ring.  Ben knows that if his agents call 52 expireds or FSBOs in a day, they will get at least one listing appointment.  He has been tracking that stat for years.  Cold calling isn’t pleasant, but it is wildly effective when done consistently.



6. Marketing

If you’re an up and coming agent, you’re going to need find ways to make yourself bigger than you really are to take on the top agent.  Use terms like, “the most aggressive agent in town.”  Market yourself as a team – your lender, title rep, and other partners are your team.  Market cheap and market everywhere by leveraging internet marketing for real estate.



Ben Kinney Amazing Home Race7. Events

Leveraging events will bring you community support, free marketing, and generate leads.  Some small events that give you a great opportunity to promote yourself are:

  • Internet marketing classes for small business owners
  • How to do a short sale
  • How to buy a foreclosure
  • How to buy a short sale property

 Then start thinking bigger.  Ben Kinney’s Amazing Home Race in September 2011 brought 400 home buyers together in a race across town to win $10,000 (that was provided by his lender).  The marketing exposure and community impact was enormous!



8. Leveraged Leads

Figure out how you can generate leads that don’t cost you a lot of money.  One creative example Ben brought up was his “Seller Assistance Program.”  He partners with local builders for this program to market new construction to potential buyers.  The builders agree that any buyer Ben brings to the table is offered a contingency to sell their home first without any penalties if things don’t work out.  He helps the buyer, helps the builder, and helps his own business.


Another idea was to market HUD properties.  Most agents don’t know that it is completely legal to use those listings in their own print and online advertising.  This is a great way to make it look like you have an inventory if you are just getting started.



9. Seller Presentation

If you still do your listing presentation with a three-ring binder you are hereby banished from future Ben Kinney webinars!  Show up with your iPad at a minimum, or for even more effect a Pico Projector that turns your cell phone into a 60” movie screen.  If you are an IMSD member, make sure you are using Ben’s listing presentation that is available through our website for a higher close rate.


You can also add videos to your website or YouTube channel that are pre-listing or pre-buyer presentations.  Lay the groundwork for an incredible meeting with your prospects.



10. Pricing

Many agents tend to overprice their properties.  If a property is on the market more than 30 days without an offer your price is too high (there are exceptions to this rule in some markets).  Have the tough conversations with your sellers early on so you set proper expectations and get that home sold quickly.



11. Niche

This should probably be titled “real estate schizophrenia” instead of niche.  Don’t box yourself in exclusively as the, “I help people over 55 years old” agent.  Create multiple niches.  Ben’s sub-brands include New Home Group, Home for Investment, REO Northwest, and Kinney Commercial.  He has several different business cards to hand out depending on who he is meeting with.  Cards are cheap, make the investment.



12. Recruit Talent

 Get people on your team.  The more talented people that you have around you, the more diverse your income stream will be.  That being said, don’t hire “losers.”  If a person sucks in their current job, there is a pretty good chance they are going to suck when you hire them, too.  Find people who are stars in the job they have now, especially if that job involves working for a competing agent in your market!


Finally, the 13th Way to Defeat the Top Agent in Your Market is…
Not going to be taught by us, it will be taught by you.  Go to by October 27th and post YOUR 13th Way.  Give back to the agent community with your great idea.  We are going to choose one winner who will receive an iPhone4 (or $399 from Apple).


Become an Internet Marketing Specialist
To learn more about Ben Kinney's online marketing strategies, we encourage you to look into the IMSD training program.  Save $200 on your one year membership when you enter the discount code DEFEAT.


Re-Blogged 4 times:

Re-Blogged By Re-Blogged At
  1. Kevin Kauffman 10/24/2011 08:01 AM
  2. Adam R. Cohn 10/27/2011 01:37 PM
  3. Praful Thakkar 11/20/2011 01:56 PM
  4. Lori Ballen 11/23/2013 11:18 PM
Real Estate Sales and Marketing
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Helen Robillard

Saw Ben at Mega Camp in Austin, TX amazing guy.  He has the KW Model down!

Oct 24, 2011 12:45 PM #9
IMSD Designation
Internet Marketing Specialist Designation - Kirkland, WA

Rob, IMSD is designed for residential agents, but the concepts we teach translate very nicely for commercial agents, lenders, and others in the industry.  You would need to modify the ad copy and scripts we provide to make them applicable to commercial.

Oct 24, 2011 12:45 PM #10
Rick Gehrke

A great 13th way to defeat a top agent, is my favorite I have used sucessfully many times. I guarantee them they will work with me personally and I will always be the one to answer my phone, emails and texts.

Oct 24, 2011 02:24 PM #11
Linda Urbick
RealtyOne Group - San Ramon, CA
Selling San Ramon Valley - 925-786-5132

I was on the call and it was fantastic.  Ben is so innovative and a Keller Williams mega-agent.

Oct 24, 2011 02:28 PM #12
Susan Goulding
Crown Key Realty, Tracy & Mountain House Real Estate - Tracy, CA
Northern CA - Tracy & Mountain House Real Estate

13 is such an unlucky number, can't we come up with 13 -21?

Oct 24, 2011 04:29 PM #13
Terkel Sørensen
Real Estate Places - Temecula, CA
Realtor, 951.805.0773 , Bank owned and Short Sales

Nice job Ben - and thanks for the cliff notes.

Oct 24, 2011 04:42 PM #14
Karen Steed
Tallapoosa, Bremen, Waco, Buchanan, Temple, Carrollton - Tallapoosa, GA
Associate Broker Haralson Realty

Hi Ben

Saw you in Atlanta, great info, and very inspiring.  Too bad there is not a video to get me pumped up.

Oct 24, 2011 04:54 PM #15

I love The Amazing Home Race!  Also love partnering with builders.  For me the 13th way is to over perform.  Go big or go home!

Oct 24, 2011 11:46 PM #17
Gene Donohue
Only Way Realty / - Greenville, SC
Flat Fee Service...Exceptional Results!

Woops.  I wasn't logged in. 

I love The Amazing Home Race!  Also love partnering with builders.  For me the 13th way is to over perform.  Go big or go home!

Oct 24, 2011 11:48 PM #18
IMSD Designation
Internet Marketing Specialist Designation - Kirkland, WA

This contest entry is hilarious!  Check out the video from Meredith in Gary Gentry's office.

Oct 25, 2011 03:31 AM #19
Short Sales, Foreclosure & Bank Owned Real Estate

Hi Ben, Great, Great post! Thank you for sharing so interesting information with us!!

Oct 25, 2011 03:59 AM #20
Donnie Keller
The Reata Realty Group - Fort Worth, TX
Reata Realty - Delivering Excellence

Thank you for sharing, the most challenging for me is number 12 but I'm working on it.

Oct 25, 2011 09:03 AM #21
Irene Durocher
Coldwell Banker BUYERS AGENT - Boca Raton, FL

Thanks Ben, so many great ideas and tips. We some times forget the things we should do on a daily basis.

This would be great on a cd to listen to and review often.

Greetings from Boca Raton, Florida

Oct 27, 2011 05:39 AM #22
Barbara Calwhite
Keller Williams Realty of Southwest Missouri - Joplin, MO
417-438-7387 Specializing in Relocation
Thanks for the info Ben. I'm sorry I missed the webinar but my schedule has been a little crazy with BOLD going on!! Trying to keep my head above water.
Oct 27, 2011 03:17 PM #23
JoAnn Borelli-Mardesich
Placentia, CA
Thank you Ben for sharing this very important topic. Great responses as well. I love to read all that i can to learn something every day! Sincere Thanks.
Oct 29, 2011 07:09 AM #24
IMSD Designation
Internet Marketing Specialist Designation - Kirkland, WA

A recording of this webinar was recovered!  Head to our YouTube page to watch the full recording.

Nov 04, 2011 11:33 AM #25
greg m. ingerson

great ... we have a list. so what is the step-by-step?

Nov 18, 2011 10:36 AM #26
JoAnn Borelli-Mardesich
Placentia, CA
Hello from Orange County CA! Thank you Ben. Great information. Especially regarding the Niche' Marketing ( multiples) and the iPad presentations. Working on this!!
Nov 18, 2011 11:48 AM #27
Keller Williams Select Realtors-Buy a home in Washington DC. Sell a home in Washington DC - Bowie, MD
I don't make promises.I deliver results.SOLD HOMES

Though this blog was written more than three and a half years ago,everything written in this blog still applies to today.

Jun 04, 2015 07:52 PM #28
Jack Lewitz
IL Real Estate Specialists - Evanston, IL

Just saw Ben in Palos Heughts and he was great and this highlights a lot of what he talked about . Thanks for sharing.

Sep 11, 2015 12:02 AM #29
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