Mike Browning

Tag: Real Estate Marketing

  • “We Thought It Might Never Sell”

    “We Thought It Might Never Sell”

    If you’re going to insist on predicting the future, you might as well be optimistic.

    A lot of landowners quietly assume the same thing. This property probably isn’t going to sell.

    So they don’t even try.

    Maybe it’s been sitting for years. Maybe there hasn’t been much activity nearby. Sometimes it just feels like one of those properties that never quite moves, so it sits there year after year.

    In most cases, it’s not because there’s no demand. It’s because the property isn’t positioned in a way that lets demand find it.

    I’ve watched this happen enough times that it’s hard to miss. The price is off just enough to keep serious buyers away. The right buyers never see it. Or it’s presented in a way that doesn’t give anyone a reason to act. Nothing dramatic, just enough friction to keep it stuck.

    There’s another pattern that shows up too. A property sits, looks dead, nothing happening. Then it gets repositioned and all of a sudden there’s movement. Sometimes fast.

    Not always. But often enough that it’s not random.

    I’ve seen this happen many times.

    In one case, a property owner had a lot they believed might never sell.

    Here’s how they described it:

    “Mike contacted us about a lot we owned, which we thought might never sell. We listed with Mike, and the property SOLD in just three weeks! We could not be happier!”

    There’s nothing unusual about that outcome. But it’s not guaranteed, and that’s not the point.

    The point is the property didn’t change. The positioning did.

    Most people focus on the dirt itself. Location, size, what’s around it. That matters, but it’s usually not the deciding factor.

    How it’s brought to market matters just as much, sometimes more. That part is controllable.

    If you’ve got something that’s been sitting, it’s worth asking whether it’s actually unsellable, or just stuck the way it’s currently being presented.

    Most of the time, it’s the second one.

    PS- Most landowners are not planning to sell today.

    But when the time comes, the people who already understand how their property fits into the market tend to have a much easier time.

    That’s what the MBR Land Reality Check is for. It looks at nearby sales, current listings, and the details that affect whether something actually moves.

    Is it a bad idea to know where things stand?

    Get Yours Here

    PPS- If you’re not ready for that but like reading about land, markets, and negotiation, you can sign up below and get these posts in your inbox.

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  • Exposure Is Overrated.

    Exposure Is Overrated.

    The Right Eyes Aren’t.

    If you ever talk to a real estate agent about listing a property, one word you’re guaranteed to hear is exposure. You’ll hear it over and over. Exposure, exposure, exposure. It doesn’t matter if it’s a house, a lot, or a piece of land. That’s the pitch.

    They’ll tell you it’s going in the MLS and pushed out to all the portal sites—Zillow, Redfin, Realtor.com. Maybe a couple of paid platforms. Maybe some email blasts. None of that is wrong. It should be done. Everybody does it. It’s the baseline.

    Where it starts to fall apart is when that’s the whole plan.

    A lot of agents take those listings and blast them out through the same systems. Big email lists, dozens of properties at a time. It looks like a lot of activity, but it’s mostly noise. I get those emails too. You can recognize them before you even open them, and 99% of the time it’s not something you’re looking for. Not a deal. Not relevant. So you skip it. I do the same thing.

    That’s the part nobody really wants to say out loud. Most of that “exposure” doesn’t actually get read. Not because it’s bad, just because it’s generic.

    You do need exposure, but more exposure isn’t always better. Better exposure is better.

    When I’ve got a lot or a tract to move, I’m not just thinking about where it gets posted. I’m thinking about who would actually care. Builders for finished lots. Developers for raw land. Groups that are already active in that specific area. The question is simple: who does this actually fit?

    Then I go straight to those people. Sometimes that’s an email. Sometimes it’s a call or a text. Sometimes it’s something in the mail. The method changes, but the goal doesn’t. Get it in front of someone who can actually do something with it.

    Over time, that turns into something most people don’t have. Not a generic “buyer list,” but a real group of people you can reach when it matters. People I’ve worked with, people I’ve talked to, or at least people I’ve made sure I can get in front of. Even the ones I haven’t done deals with yet usually know who I am, and that matters.

    That’s access.

    I’m not guessing who might be interested. I’m putting it in front of people who are already in the market, and just as important, they’ll actually open it. Not because it’s fancy, usually because it’s not. It doesn’t look automated and it doesn’t look like it went to 500 people. It looks like something I sent to them, because it is.

    If your message looks like everyone else’s, it gets treated like everyone else’s. Ignored.

    I’m not trying to impress anyone with marketing. I’m trying to get a response. Yes or no. Both are useful.

    Over time, familiarity builds. The people who matter recognize your name, so when something comes across from you, it doesn’t feel random. It feels relevant. That’s hard to fake, and it doesn’t happen overnight.

    Portals still have their place. I use them too. But if that’s all you’re relying on, you’re basically hoping someone stumbles across your property. I’d rather make sure the right people see it.

    If you’ve got a lot or a tract and want to know how it would actually be positioned, I’m happy to take a look. No pressure to list, just information.

    PS: If you’re a landowner, you might not even be thinking about selling currently.

    You may have it in your mind that you’ll never sell.

    All of that is great, but things change. And the best time to be gathering information is before you needed it by yesterday.

    Is it a bad idea to know what your property might realistically sell for today?

    That’s what the MBR Land Reality Check is for. It’s a straightforward look at potential value based on actual sales and other (often overlooked) factors that drive value.

    You don’t have to decide to sell. You should decide to know what you can.

    Get yours here.

    PPS: If you’re not ready for a reality check but like reading stuff like this, sign up below to get them in your inbox.

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  • Everyone’s An Optimist, At Least For Today

    Everyone’s An Optimist, At Least For Today

    But reality will set in soon enough, and the smart folks will adjust.

    Opening day of baseball season. Technically the first game was last night, but for most teams, today is when it starts.

    A lot of people find baseball boring, but this is one of my favorite days of the year. A couple of years ago, the Rangers won the World Series. It hasn’t gone great since, but for today at least, everyone has some level of hope.

    Teams operate with a plan. They build a roster to fill the holes from last year. The goal is simple. Score more runs. Give up fewer. While it’s all playing out, you’ll hear the usual lines about doing the little things, having a strong culture, and taking it one game at a time.

    You’ll also hear a lot about how much teams value defense. Meanwhile, if a guy can hit, he’s going in the lineup ahead of the great fielder who can’t, every time.

    They all talk a good game, but what they say doesn’t always line up with their actual plan. You have to watch what they do, not what they say.

    Otherwise you might start thinking they don’t have a plan. But they do.

    But like Mike Tyson said, everyone has a plan until they get punched in the mouth.

    You’ve got 26 guys on the roster. There will probably be an injury in the first week. Hopefully not, but it happens, and it usually happens to someone you were counting on.

    Some players don’t perform the way you expect. Others you barely thought about end up carrying more of the load than they were ever supposed to. You don’t really know until you play the games, and once you start, the plan starts changing whether you like it or not.

    That’s where patience comes in. You don’t want to overreact too early, but doing nothing isn’t the same as being patient.

    It’s the same in business.

    I know how to value a property. I know what should happen based on the market in front of it.

    The market doesn’t care.

    I’ve got a listing right now that’s priced where it needs to be. I’ve shared it with a number of agents who handle similar properties, and I haven’t gotten a single objection to the price, which if you’ve been around long enough, tells you something.

    Price is usually the first thing agents go after, even when it’s not the real problem.

    So I’m not chasing price.

    Part of it is just the nature of higher-end land. Fewer buyers. Every tract is a little different. It can take time to line up the right one.

    But if something isn’t happening, something is off. Maybe not the number. Could be exposure. Could be positioning. Could be that the right buyer hasn’t seen it yet.

    Most people default to cutting price because it feels like action. It usually isn’t.

    It’s also the one move that’s hardest to undo once you’ve made it.

    So we adjust, just not there yet. We’ll change the marketing, change the exposure, and see what that produces before touching the number.

    Plan A hasn’t worked so far.

    That tells you something.

    P.S. – Most landowners aren’t planning to sell today.

    But things change. Timing shifts, priorities change, or an opportunity shows up and you have to make a decision quicker than you expected.

    The ones who already understand their market tend to handle that better.

    That’s what the MBR Land Reality Check is for. It looks at nearby sales, current listings, and the details that actually move value, not just what people hope something is worth.

    Is it a bad idea to know where you stand?

    Get Yours Here

    P.P.S. – If you’re not looking for numbers right now but you like seeing how this stuff actually plays out, you can sign up below and get these posts when I send them. Or just check back when you feel like it.

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  • Good Enough Beats Perfect in the Real World

    Good Enough Beats Perfect in the Real World

    Because perfect never shows up.

    A lot of people think the goal is to get things perfect.

    Perfect pricing. Perfect marketing. Perfect timing.

    So they wait.

    They revise copy. Adjust the marketing plan. Debate the price another week. It feels responsible. Like they’re doing the work required to get the outcome right.

    Meanwhile the market is moving.

    A buyer who studies listings for six months learns almost nothing. A buyer who makes five offers learns the market very quickly.

    A seller who debates pricing for months gets zero feedback. A seller who lists the property gets reactions immediately.

    Action produces information. Thinking usually doesn’t.

    The market is the only place where learning happens.

    Until something is live, it’s all theory.

    Theory feels safe because it hasn’t been tested yet. A draft can still be perfect. Once the market sees it, that illusion disappears pretty quickly.

    Most deals that actually happen don’t start perfect. They start good enough.

    Then the feedback starts.

    Buyers react. Sellers react. The numbers tighten up. Reality replaces the guesses.

    People who wait for perfect usually watch someone else close the deal.

    Good enough goes to market.

    Perfect stays in a draft folder.

    P.S. If you own land in North Texas and want to know where you actually stand in today’s market, I offer the MBR Land Reality Check. No pressure. Just a clear look at what nearby properties are selling for and how buyers are behaving right now.

    Get the MBR Land Reality Check here.

    P.P.S. If you like thinking about land, negotiation, and how these deals really work, you can keep reading here or get the posts by email so they show up automatically.

    Sign up here.

  • Brokerage Isn’t About Brokerage

    Brokerage Isn’t About Brokerage

    The craft has to be good enough. After that, something else decides who wins.

    Dan Kennedy makes a point that most people in business miss.

    Success in a given business usually has less to do with the core craft than people think.

    Restaurants don’t fail because the food isn’t Michelin-star quality.

    They fail because the numbers don’t work.

    The food has to be good enough. After that, location, systems, consistency, pricing, and marketing determine who survives.

    You can see the same thing in music.

    The most technically gifted musicians rarely sell the most records. Read the comment section under any article about KISS or Mötley Crüe. Plenty of people will explain why they weren’t the “best” players.

    Doesn’t matter.

    They built machines around the music. Branding. Touring. Merchandising. Positioning. Distribution. They understood the business side.

    The craft mattered.

    It just wasn’t the deciding factor.

    Brokerage is the same way.

    There are plenty of agents who can fill in a contract correctly. Plenty who understand the forms. Plenty who can unlock a door and stick a sign in the yard.

    That’s table stakes.

    The difference shows up elsewhere.

    Positioning.
    Timing.
    Leverage.
    Awareness.
    Calm under pressure.
    Pattern recognition.
    And most importantly, trust that the client actually feels — not trust that gets talked about.

    Land especially does not move like houses do.

    It requires vision.
    Patience.
    The ability to recognize unusual activity.
    The discipline not to panic when something doesn’t sell immediately.

    The agent who understands how assemblages work, who watches adjacent sales daily, who knows when silence is leverage and when to press — that agent produces different outcomes.

    From the outside, brokerage can look simple.

    A sign.
    A listing.
    A closing.
    A check.

    From the inside, the real work is less visible.

    It’s in the judgment.
    The restraint.
    The positioning.
    The pattern recognition.

    The contract is the easy part.

    The hard part is knowing what to do before the contract ever gets written.

    P.S. You may not be ready to sell today, but does it hurt to know where you stand?

    Request the MBR Land Reality Check here.

    No cost. No obligation. Just clarity before decisions.

    P.P.S. Not ready for a valuation yet?

    That’s fine.

    If you want to see how I think about land and positioning before ever making a move, you can enter the inner circle here:

    sign up here

    No noise. Just straight analysis and the occasional opportunity.

  • But What Are You Going To Do For An Encore?

    But What Are You Going To Do For An Encore?

    Recent success is just past success. Don’t rest on it.

    A lot of people in business and in life declare victory too soon.

    I saw a commercial recently where a guy was in a job interview. They told him they couldn’t hire him right now, but they’d keep him in mind for later.

    He walked out saying, “Keep me in mind,” and immediately went out to celebrate.

    I don’t even remember what the commercial was for — which probably tells you everything about how ineffective most advertising is these days.

    But the point stuck.

    People get a job, or a listing, or a small win, and they act like that’s the finish line. They relax. They stop pushing. They assume the rest will just work itself out. That momentum will carry them.

    In real estate, that shows up when an agent gets a listing, drops it into the MLS as a “list and hope,” and mentally checks the box. The celebration happens up front. Then it’s mostly waiting.

    That’s not how I look at it — and not how I try to operate.

    For me, victory isn’t getting the listing. Victory is when someone is so satisfied with how I handled their situation that they wouldn’t consider working with anyone else. They come back when they need help again. They tell people they know to call me.

    You don’t get there by stopping early.

    I don’t stop at the listing. I’ve built marketing tools and processes specifically to keep things moving. Pricing is handled aggressively and honestly, which sometimes means it takes time. But the work doesn’t stop just because the sign is up.

    We’ve all heard the saying that success is a journey, not a destination. I’m not big on clichés, but sometimes they’re true.

    The goal isn’t something you reach once and then relax. You keep pushing. That’s the mindset I try to bring to everything.

    It’s the only way to get anywhere worth going.

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  • Starting Where Others Stop

    Starting Where Others Stop

    It’s already working. I’m improving it daily.

    I’ve been working on some new marketing strategies.

    They’re not gimmicks. They’re not magic. And they don’t replace the basics. Pricing still matters. Exposure still matters. Negotiation still matters. None of that changes.

    This is everything on top of that.

    Most agents use the same tools. The ones bundled with their memberships and licenses. There’s nothing wrong with those. I use them too. Everyone does.

    Sometimes that’s enough. Especially with houses, since that’s what those tools are geared for.

    The problem is that most people stop there and then act like they’re different.

    They’re not.

    The reason you don’t see many agents doing anything beyond that is simple. It costs money. And most agents hate spending money on marketing, especially when the market slows down. Ironically, that’s when lazy marketing shows up the fastest.

    “List and hope” works pretty good when the market’s hot. But when it’s slower, that often turns into “list and wait.”

    And wait.

    This didn’t come from a seminar or a guru system. It came from testing. Applying ideas. Watching how people respond. Keeping what is working and discarding what doesn’t.

    In some cases, the result is better quality leads.

    In others, it’s clarity that the market isn’t there at the price, which may not be what you want to hear. But it’s something you need to know.

    One important point. I pay for this. Sellers don’t. This is additive marketing. If it helps, great. If it doesn’t, it costs you nothing.

    That’s intentional.

    Most people like the saying “measure twice, cut once.” That works when someone else already figured it out for you. Most land deals don’t come with a blueprint. They require judgment, testing, and adjustment based on reality.

    If you’re a landowner, you have a choice. You can hire someone who promises certainty while doing the same thing as everyone else. Or you can work with someone who executes the basics correctly and is willing to invest their own money to reduce guesswork.

    This isn’t for people who want reassurance. It’s for people who want information early enough to matter.

    If this sounds like you, can it hurt anything to learn more about it?

    Start here.

    PS – If you know someone who may be considering a land sale, feel free to pass this along.

  • Less Wasted Effort = Better Results

    Less Wasted Effort = Better Results

    Gene Simmons has tried it both ways, and says lean and mean is better.

    If you read anything about rock music these days, you’ll hear a lot of complaining.

    Newer bands say touring is too expensive. Older, established bands say the same thing. Fuel costs. Crews. Trucks. Hotels. Supposedly, nobody can make money anymore.

    Meanwhile, Gene Simmons, the founder and longtime bassist of KISS, is out touring with the Gene Simmons Band and claims he’s making more money now than he did back then.

    I don’t know how accurate that is. But I do know why he appears to be succeeding where others aren’t.

    He’s doing it differently.

    He travels with just his band and their instruments. That’s it. The promoter handles everything else. Sound system. Lighting. Accommodations. Ticketing. Security. Food and beverage.

    It’s simpler. It’s leaner. And it pushes a lot of cost and complexity off his plate.

    I have no idea whether he’s truly making more than he did with KISS. That part sounds questionable. But knowing Gene Simmons, he wouldn’t be doing it if it didn’t make money.

    So what does this have to do with real estate?

    Not a ton. But there’s a parallel.

    Over the years, I’ve built a pretty tight system for marketing land and lots. It didn’t come from theory, courses, or copying what other agents say they do.

    It came from testing things in the real world and paying attention to what actually works.

    I don’t charge sellers for a bunch of stuff that sounds impressive but produces nothing.

    I experiment. If something works, I keep it. If it doesn’t, it’s gone. I don’t throw the kitchen sink at a listing just to look busy or smart. And I don’t pretend complexity equals competence.

    Simple systems. Fewer moving parts. Money spent where it matters.

    Gene Simmons brings what matters, charges accordingly, and doesn’t waste effort where it isn’t necessary.

    That approach works in music. It works in business. And it works in real estate.

    If you want someone who’s already done the experimenting and trimmed the fat, you know how to reach me.

    Get More Here!

    PS- You’re probably not ready to buy or sell land today. And that’s fine.
    The time to prepare for anything is long before it’s actually time.

    I offer a free, no-obligation analysis on any non-residential property. It includes real comps with real prices near your tract, along with things like planned development, utilities, and current market conditions.

    Even if you’re not ready to sell, or never plan to sell, having current market information doesn’t hurt.

    And in the process, you’ll get to know someone who focuses only on things that actually help. Not a pile of extras designed to look impressive.

    Can anything bad happen by just talking?

    Click Below:

    Got a lot you might want to sell?
    Get a FREE, no obligation report on what it could sell for today.
    Get Your Lot Valuation

    Own land instead?
    Get a report for that here:
    Get Your Land Value

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  • Luck Isn’t a Plan — Showing Up Is

    Luck Isn’t a Plan — Showing Up Is

    Strange how preparation looks like fortune to everyone else.

    Phil Hellmuth wrote in one of his books that you’re always in the right place at the right time.

    Which is a comforting thought… unless you’re sitting in your truck eating gas-station beef jerky and avoiding the phone calls you know you should be making.

    Then it just feels personal.

    And I’m guessing he didn’t write that line right after getting slow-rolled and going full Poker Brat on ESPN.

    Scott Adams put it a different way:
    “Position yourself where luck is likely to run into you.”

    Which is really just the same idea with fewer affirmations and more sarcasm.

    If you sit in your living room waiting for opportunity to show up like the Amazon guy, good luck.

    Opportunity doesn’t knock — it just kind of wanders around hoping to bump into someone who’s not asleep.

    In real estate, “luck” looks suspiciously like:

    • Checking zoning agendas
    • Noticing when a water district suddenly gets busy
    • Paying attention to which road the county is widening
    • Getting your marketing out before everyone else decides it’s a good idea

    People will tell you, “Wow, that was great timing.”

    Yeah.

    Amazing coincidence that I was “coincidentally” paying attention, asking questions, and doing the boring work while everyone else was scrolling TikTok.

    Funny how that works.

    The truth is simple:

    Luck happens way more often when you’re actually looking for it.

    You don’t have to be perfect. Half the game is just being awake, consistent, and willing to act before something is 100% figured out.

    A lot of big wins start with, “I’m not totally sure what I’m doing, but let’s try.”

    And then — weeks or months later — someone says,

    “Man, must be nice… you’re lucky.”

    Sure. Lucky.

    Let’s go with that — it sounds nicer than “I out-worked you.”

    Get More Like This In Your Inbox Here!

    PS- You’re probably not looking to buy or sell real estate today. But you know the time to start preparing is well before you’re actually planning to do something.

    I offer a free, no obligation value analysis of any non-residential property. It includes nearby comparable sales (with actual prices), info about nearby development activity, utility info, market trends, etc.

    With that in hand you’re ahead of the game, and ready to move when our friend luck shows up. Which seems to happen more often when you’re proactive.

    Would it be a bad idea to make yourself luckier?

    Click below to get started:

    Got a lot you might want to sell?
    Get a FREE, no obligation report on what it could sell for today.
    Get Your Lot Valuation

    Own land instead?
    Get a report for that here:
    Get Your Land Value

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  • You Don’t Bring a Knife To A Gunfight

    You Don’t Bring a Knife To A Gunfight

    But you’re still better off than the guy who left his gun and his knife at home.

    Online (so-called) gurus love arguing about tactics.

    Which method is “most effective,” which approach has the “highest conversion rate,” which strategy is “objectively superior.”

    You see it in every area of life.

    But here’s the truth nobody likes to admit:

    The best tactic for you isn’t the one with the highest power on paper.

    It’s the one you’ll actually use when it counts.

    Take firearms, for example.

    Online, people argue endlessly about caliber, velocity, stopping power, muzzle energy — all the internet-expert stuff. But then I saw a guy boil it down perfectly:

    “The most important thing about a handgun is that you’ll actually carry it.”

    That hit me.

    Because the truth is simple:

    A smaller, less powerful gun that’s on you is far more effective than the “perfect” gun in your safe at home.

    If it’s bulky, uncomfortable, or doesn’t fit your hand, you’ll leave it behind.

    And when you need it, the one sitting in the safe has exactly zero stopping power.

    A weaker tool you carry beats a stronger tool you avoid.

    Same principle applies everywhere else.

    People say, “In-person meetings are best.”

    Probably true overall. I like to think I make a great impression when I’m face-to-face. The problem? I’m shy enough that I’ll find a reason not to schedule that meeting unless I absolutely have to. So even if it’s the “best” method, I won’t execute it consistently.

    Phone calls? I can do those well also.

    But my hearing isn’t perfect, so phone conversations take a lot of effort. And anything that takes extra effort is something your brain tries to avoid. Which means I’ll put them off.

    Electronic communication, though?

    Email, text, long-form written explanations — that’s my thing. I’m good at it, it fits my personality, and I can do it every single day without resistance.

    And a decent tactic used consistently will outperform a “better” tactic that sits on the shelf.

    Plus, a slice of the market prefers electronic communication anyway. So even my “less optimal” approach has a natural audience where it becomes the most optimal.

    That’s the point:

    The tactic that fits your structure becomes the best tactic — for you.

    Business works the same way.

    Some people crush it with cold calls.
    Some win in person.
    Some do well with video.
    Some win by being loud.

    I win by being steady and understated, but consistent.

    The mistake people make is trying to force themselves into a tactic that doesn’t fit who they are. They burn out, avoid it, or execute it half-heartedly.

    A tactic you’ll use daily beats a tactic you’ll use “when you get around to it” — every time.

    Find the method you’ll actually execute. Make it part of your structure. Then build everything else on top of that.

    That’s how you get results without fighting yourself.

    Get More Like This In Your Inbox Here!

    PS- I offer a free, no obligation value analysis of any non-residential property. It includes information (like sold comps) that are hard to get if you’re not a broker.

    It includes other information (could be things like coming developments, utility info, etc) that you could obtain on your own, but since I do it for a living I can do it much easier and faster.

    So by letting me do it for you, you’re able to continue doing the things that work best for you.

    Is it crazy to think this is a smart way of doing things?

    Click below to get started:

    Got a lot you might want to sell?
    Get a FREE, no obligation report on what it could sell for today.
    Get Your Lot Valuation

    Own land instead?
    Get a report for that here:
    Get Your Land Value

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