Becoming a Hyperlocal HyperFast Real Estate Agent with Dan Lesniak
“Stay focused on whatever the most important task is. I'm really good at kind of putting on the blinders tuning out things that don't matter, and just keeping my head down and focusing on the stuff that will make an impact.”
Dan Lesniak helps real estate agents deliver massive value to their clients. He is a Billion Dollar Real Estate Agent and the Best Selling Author of "The HyperLocal, HyperFast Real Estate Agent."
In 2012, his rookie year in real estate he sold over 22 million dollars in volume but dominated his local market after starting the Orange Line Living brand. He was the Salesperson of the Year for Century 21 Redwood Realty and one of the top real estate agents in the DC Metro market. The strategies he used that year became the basis for my best-selling book which has helped thousands of real estate agents. In 2014 after merging with the Keri Shull Team, I helped lead the number four team in the world for Keller Williams. In 2015 he co-founded Optime Realty which became the home for the Orange Line Living and Keri Shull Team. That year the team became the number one team in Virginia and in the top 40 in the United States.
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Brett:
I'm excited about our next guest. He is out of the great state of Florida, and he is focused on helping you to feel your real estate business to an amazing life, and it's about taking intentional actions, and it's about being focused in his background is a billion-dollar real estate agent, best selling author, investor, developer, and coach. He has lost his real estate career After completing successful careers both as a Naval Submarine officer and defense contractor and his hyperlocal strategy has led to one of the fastest starts in real estate with over 22 million in sales in his first year, and so much more. Please welcome the show with me, Dan. Let's make sure I pronounced that correctly. I probably butchered that a little bit. Dan, how'd I do this close Lesniak?
Dan:
Lesniak.
Brett:
Welcome to the show and for our listeners to get to know you for the first time, would you tell him a little bit more about your story and your current focus?
Dan:
Thank you for having me on the show. I'm excited to be on here. Help your audience, get more ideas on how to increase your income, whether you're a real estate agent, investor, or just someone looking to, to do more business because I think the strategies that I applied can work in anything, and you mentioned that my first year I sold 22 and a half million, how did I do it, and it all was based on a strategy of applying the most effort the most focus to the smallest amount of area, that would still give me enough market share. I think that's where people struggle, they start too wide, too broad, and they're spread too thin, and they can't make an impact and they can't gain market share. You want to come up with a framework to figure out how can you find a marketplace that's untapped that you can add value to and gain market share. That's kind of how I got my start back in 2012.
That was my first-year full time as an agent, I started part-time the year before, and build up a business quickly enough that it made it silly for me to stay my job. I did that for a year, started to build out a team after that, and I've grown since then, and along with my wife, we've built up a real estate team that now has about 80 agents will sell around 1200 homes or this year, all in the DC area, and we've also built out a podcast, a coaching program to train agents, the hyper-fast agent program, and now we're developers as well. We've got about 200 condos in our condo doors units in our pipeline, our development pipeline in the DC area, and, we're It all started though from having this hyperlocal strategy and really being able to figure out how to grow fast in a niche market.
Brett:
We're gonna talk about that here in a minute, and thanks for sharing that little bit of the background, Dan. Dan will take one other step back, though, before we dive into the topic at hand, and it's this, perhaps go back to your high school days or your college days, earlier years, and I believe we've all been given certain gifts in this life. Some people call them strengths, some people call them superpowers, I believe there are God-given gifts they've been given to us to be a blessing and help to others. I'm curious, what are those one or two gifts that you believe you were given? How does it help you help and bless people today?
Dan:
I think it's the ability to really stay focused on whatever the most important task is to get to whatever goal I'm pursuing at the time. I'm really good at kind of putting on the blinders tuning out things that don't matter, and just keeping my head down and focus on the stuff that will make an impact, and I felt like I've kind of had that gift. For a long time, whether it's, high school, high school hall getting better in my position, or taking my next step in my career in the Navy, it's really what needs to get done.
Brett:
Absolutely love and that's a big gift, and I think it's super-powered in today's world with distractions and a lot of noise and a lot of shiny objects. Now let's apply that to the topic at hand which is becoming a hyperlocal hyperfast, perhaps even hyperbolic Focus real estate agent. Dan, what's the first step, the first secret to on to becoming exactly what we just said.
Dan:
I think the key is to take a step back and get an overall plan. A lot of builders start off their career, I think they don't really have a plan. I learned this framework actually in a business school called STP, which I think they teach everyone like in marketing 101 and business school now, but it stands for segmentation, targeting, and positioning. the first step is to segment your market that can be geographic, lifestyle, occupation, like, figure out how do you if, if the market is a pie, how would you chop it up, and there are lots of ways to do that. But geographic is probably the one that for real estate, at least, that comes the most easily in people's minds, but there are tons of ways to do it. The next step is targeting. Alright, you've got all these different segments. Now you got to pick which 1 am I going to go after? The smaller I think the better when you're starting out. Most people struggle with, having it, not be too big, or they want to be the agent for their whole city.
If you've got a town of 50,000 people, it's gonna be hard to compete on Google, it's gonna be hard to compete if you're, if you're trying to market to everyone, especially when you compare it to what if you just cut a certain neighborhood? What if you tried to become the real estate agent for all of the doctors in town. In that example, instead of going after 50,000 people who after 500 or 1000 and you're going to be able to get ads in front of them more cost-effectively, you're gonna be able to get more direct mail however your marketing you're gonna be able to reach, 500 or 1000 people a lot easier. You got to pick a target segment that is not too big but it's it can't be too small like you don't want to get a 100% share of five people that's not enough. Obviously, you got to be a certain size but and then the last step in this framework is positioning, how are you going to position yourself as someone that can add unique value and then communicate that to them in a clear and concise, and consistent manner?
Brett:
We're gonna apply that to your story and how you did this to start it outright? By the way, you can learn more about Daniel at HyperFastAgent.com. HyperFastAgent.com. Talk about it. You get you to jump right in, and what was your boots on the ground, to niche down and to focus and to do the segmentation, targeting, and positioning.
Dan:
I decided to try and become the real estate agent for one condo. I'm in Arlington, Virginia, there's, I think about a quarter of a million people that live there. Decent size city, not as big as some but still pretty big. I didn't go after 250,000 people, I went after 200. There are about 190 units in this one condo building, and I think I think another thing too, that with succeeding there was the building was about three years old, and that is an ideal time, I think if you're an agent who's new or just looking to expand into new markets if you can find a neighborhood that's about three years old. turnover is about to start happening, and there's no established agent in there. Because probably what happened is the builders sold it had an agent that sold it, and they kind of moved on and did something else, and they probably haven't stayed in touch. There's no dominant agent yet, and sales are coming. It's a great way to go compete where there's not a lot of people, neighborhoods, or buildings that are about three years old.
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