252 – For $994 Million You Can Buy A Texas Ranch The Size Of A Small Nation – Join me for a fireside chat with the selling agent!

252 – For $994 Million You Can Buy A Texas Ranch The Size Of A Small Nation – Join me for a fireside chat with the selling agent!

Immediately when I read about this property for sale I needed to speak with the agent responsible for the sale. How did he get the listing and how is he going to market a property worth close to one billion Australian dollars!?

Join me as I get those questions and many more answered by Texas real estate agent Bernard Uechtritz of Briggs Freeman Sotheby’s. Not only is he selling the Waggoner Ranch, but is also responsible for selling some quite stigmatised homes in LA including ones in which murders have taken place!

This is a masterclass in how to market expensive real estate.





00:33  Welcome & overview
02:46  Time for a check-in on the week
05:36  Insights in to Netregistry & 99Designs
07:29  Today’s guest introduction – Bernard Uechtritz
10:38  Interview with Bernard Uechtritz
38:38  My top 4 marketing learnings fro my chat with Bernard
40:48  Motivational marketing quote of the week
41:13  Wrap-up and insights in to next week’s guests




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Waggoner Ranch listing on Briggs Freeman Sotheby’s website

Article on the sale of the Waggoner Ranch in Bloomberg Business

Bernard Uechtritz on LinkwedIN







1. Wear down the Dobermans in order to get to the decision makers.

2. Show more passion than your competitors in order to get the deal.

3. Be a hand-shake kind of guy, in a world that spends too much time online.

4. If you’re an Aussie, start a business in America – they love the accent ;0)




“Successful businesses using social media function more like entertainment companies, publishers, or party planners, than as traditional media advertisers.”

Erik Qualman



What was your biggest marketing learning or ah-hahahha moment from this episode?

Leave your comment below.

My guest and I respond to each and every comment.


19 thoughts on “252 – For $994 Million You Can Buy A Texas Ranch The Size Of A Small Nation – Join me for a fireside chat with the selling agent!”

  1. thefatbadger

    So…have to agree that, while interesting, Bernie failed to deliver any knock-out blows. Sure I got the persistence and tenacity stuff but I’ve learnt a hell of lot more about real estate marketing by watching Million Dollar Listing New York!
    You did your best to probe deeper and mine some gold but I just couldn’t see how his sales strategy was different to others…despite Bernard telling us it was.

  2. Mendo Vasilevski

    Loved your honesty Timbo. He played his cards close to his chest.

  3. Tim. Tim. Tim. It’s “yeehaw”. Or “yahoo” not “yi-hawww”. Lol. Just want to make sure you have the dialect right otherwise you sound like a tourist. 🙂

  4. Tia, your Ninja BreadCoach

    There was one interesting take from this interview, what came across was that he is a “specialist” in a particular area of real estate: expensive, difficult to sell places is his niche. He said it himself in the podcast: he was unanimously chosen by all parties concerned to sell the place. Perhaps he hasn’t been one of your most interesting fireside chats, but there is always something to take home, I know – I’ve been listening since episode numero uno. Keep it up Timbo.

  5. Ah Tia, I love when listeners like you come out of the woodwork. Firstly thanks for your support from day one. I’ll let Lukeee know ;0) Secondly, you make a great point about the learnings from this episode. I totally agree … there is always something to take away. That’s what I love about the chats I have with my guests.

  6. Well, you set it up well because maybe I had low expectations, but I REALLY liked the interview. I thought there were lots of good stuff:

    -Be unique. Don’t follow the crowd because everyone else is just mediocre.
    -Outwork the competition. He went over and above to get that listing…and that’s what it takes. He did his market research (the un-sexy side of marketing) and knocked it out of the park. I guess that’s how you can make $7M on one sale. Some might not want too, but it WILL pay off.
    -Go after the impossible. Someone has to sell the $994M property. Everyone else might be afraid.
    -Target market. He’s not going after everyone to see this thing. There are particular lists he is going after. He knows who they are, and they are personally contacted.

    I’m sure I heard more, but these were the good ones for me. Not the usual interview, but I liked it. Maybe a little because he’s in The States…a little more close to home.

    Thanks Timbo!

  7. Great pick ups, Nick. Don’t get me wrong, it’s not that I didn’t take some learnings away; I guess I just had an expectation that he’d reveal some magical marketing strategy that none of us had ever heard of. #AsIf!

  8. Hi Timbo

    I’m a long-time listener in London and I just wanted to say “Good on ya cobber!”. Cracking podcast.

    I agree that Bernie kept his cards close to his chest but I’m not sure he did that deliberately. I think it’s just the way he is. I don’t think most people analyse themselves to try and figure out what it is that they do well so sometimes it can be hard to draw it out from people.

    The key learning I got, and it’s a biggie, (Nick May identified it also) is “be different”. That is such a strong message and applies to every one of your listeners. Don’t do things the way everybody else does. Do them differently and carve out a niche for yourself. Now that’s real marketing G-O-L-D.

    Cheers mate.

  9. Thanks Paul. I agree, a great learning. If I reflect back on my past 250+ episodes, being different is a key similarity amongst most of my guests. It takes courage, but more often than not, it pays off.

  10. Hi Tim, I hope I can shed some light on your disappointment. This man really reminded me of Dan Kennedy, who talks about doing the painstaking, meticulous work (endless research on the ranch) that is dull to talk about but is very powerful. I am reading “the business of choice” at the moment, and it also comes under this umbrella. It’s all about how humans REALLY make decisions. There’s no sound bite takeaways in there, but masses of ideas that only really creative marketers can transform into marketing tests. Anyone can read Richard Branson, but few have the balls to go out and be willing to fail wildly in order to succeed later on

  11. OK well I’m busy with Seth Godin this week then consulting with Richard Branson next but I’ll pencil you in ASAP ha ha ha! PS I’ll have a word with Seth about coming on too 😉

  12. Colin Turner

    Hello Tim, newbie here, but I’ve binged on your back catalogue over the last week or two.
    My take on Bernard Uechtritz: 1. Outwork the competition before they know the game has started 2. Be detailed 3. Don’t be in too much of a rush

  13. Great insights, Colin. I’m really enjoying reading what people like yourself learnt, that I missed. #appreciated

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