A seller of a home will hire you (or not hire you) based on the following three points of service:
1. 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 + 𝗘𝘅𝗽𝗼𝘀𝘂𝗿𝗲: your systematic plan to promote a listing to the largest pool of ready, willing, and able buyers.
2. 𝗡𝗲𝗴𝗼𝘁𝗶𝗮𝘁𝗶𝗼𝗻 𝗦𝗸𝗶𝗹𝗹𝘀: your aptitude to structure contract terms in the best interest of your seller.
3. 𝗧𝗿𝗮𝗻𝘀𝗮𝗰𝘁𝗶𝗼𝗻 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: your process to fulfill an agreement and successfully close the sale of the seller’s property (e.g. due diligence, contingencies, etc.).
These days, we’re seeing alternative business models, hybrids, etc… and consequently, it’s becoming all the more critical for #RealEstateAgents (in their marketing, when meeting face-to-face, etc.) to clarify the scope of their work.
When you meet with a prospective seller at your next listing listing appointment, how will you succinctly communicate your role? What’s your elevators pitch?—I’d really, really love to hear it in a comment below, please :D
Work the List, Not the Leads
My two cents: start generating Facebook leads. Facebook usage is at an all-time high, and yet, because a large number of advertisers have cut their budgets, the ads are practically on sale. The point being — get in there!
**𝘚𝘪𝘥𝘦-𝘯𝘰𝘵𝘦 - 𝘱𝘭𝘦𝘢𝘴𝘦 𝘦𝘯𝘴𝘶𝘳𝘦 𝘺𝘰𝘶𝘳 𝘭𝘢𝘯𝘨𝘶𝘢𝘨𝘦 𝘪𝘴 𝘴𝘦𝘯𝘴𝘪𝘵𝘪𝘷𝘦 𝘵𝘰 𝘤𝘶𝘳𝘳𝘦𝘯𝘵 𝘩𝘢𝘳𝘥𝘴𝘩𝘪𝘱𝘴.**
And keep in mind that Facebook leads are historically of 𝘭𝘰𝘸𝘦𝘳 𝘪𝘯𝘵𝘦𝘯𝘵 (especially now, given present circumstances). That’s part of what makes them affordable compared to other sources (Google or Zillow, for instance). And because of that, you’ll probably end up with quite a multitude of leads.
So try approaching it as you would an email subscriber list or a follower-base on a social network. In other words — work the 𝙡𝙞𝙨𝙩, not the 𝙡𝙚𝙖𝙙𝙨. What I mean is, trying to, quote-unquote, “work” a surplus of lower-intent leads (which btw typically take longer to mature) one-at-a-time isn’t by itself an efficient model. Make it scalable.
Communicate across 𝘮𝘶𝘭𝘵𝘪𝘱𝘭𝘦 𝘤𝘩𝘢𝘯𝘯𝘦𝘭𝘴 to build your brand, deliver valuable content and resources that garner trust, create validity, and, over time, with out any sort of “hard sell,” the leads will choose you for you
Warm-up your Audience to Book More Appointments
“𝙂𝙤𝙩𝙩𝙖 𝙢𝙖𝙠𝙚 𝙮𝙤𝙪𝙧 𝙘𝙖𝙡𝙡𝙨!” Every agent has heard it before and downright knows it to be true. But… “Does it have to be a call or would a text or email suffice?”
At a cursory glance it’d be easy to say, “What does it matter?—if you’re more likely to get a contact or lead to communicate via text or email, then go for it!” However, I’d wager a response such as this stops short of the real issue, which asks: 𝙬𝙝𝙮?
If past clients, sphere of influence contacts, and/or leads aren’t taking (or returning) your calls, I wonder, is it because you haven’t, quote unquote, “𝙚𝙖𝙧𝙣𝙚𝙙 𝙞𝙩?”
For example, I’ve noticed that when agents consistently share useful and engaging content with their people (i.e., past clients, sphere contacts, et al.)—like videos on social or informative emails—then, when they set out to make calls, there’s a way higher answer rate.
💬 “I see your content everywhere!”
💬 “Your videos are awesome!”
💬 “Wow, looks like you’re killing it this year!”
All that content builds up your brand -- it produces 𝙫𝙖𝙡𝙞𝙙𝙞𝙩𝙮. Every post, every video, every campaign is designed to nurture the relationship so that when you call, the contact is warm, putting you in a much stronger position to deepen the connection and take next steps.
Obviously, there could be myriad reasons behind poor answer rates. However, if your prospecting time is nothing but voicemails and fruitless conversations—take the temperature—it may be that your people are cold.
Marketing w/o Metrics is Guesswork
There’s a problem: your running ads, sending emails, posting on social, delivering postcards, coordinating events, etc. and you don’t know 𝘸𝘩𝘺. Or perhaps that’s an unfair statement. We all know 𝘸𝘩𝘺. It’s marketing, right?
That’s the whole point!—“shake the tree,” seek attention, and 𝘩𝘰𝘱𝘦 for results. Or… could 𝘵𝘩𝘢𝘵 be a costly idea? (I think the latter.)
“ 𝗬𝗼𝘂 𝗰𝗮𝗻’𝘁 𝗺𝗮𝗻𝗮𝗴𝗲 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂 𝗰𝗮𝗻’𝘁 𝗺𝗲𝗮𝘀𝘂𝗿𝗲.”
The point being, if your marketing activities aren’t tied to clear metrics, then, quite simply, your guess is as good as mine. Increase the budget or don’t. Post it or don’t. Run the campaign or don’t.
Entirely too many marketing dollars are being spent blindly... and here’s why:
1️⃣ 𝗧𝗵𝗲𝗿𝗲’𝘀 𝗮𝗻 𝘂𝗻𝗰𝗹𝗲𝗮𝗿 𝗼𝗯𝗷𝗲𝗰𝘁𝗶𝘃𝗲. When you post a video on social, distribute postcards, or plan a client appreciation event--whatever it is--decide on the purpose of that effort (e.g. brand awareness, lead generation, etc.). Likewise, decide who’s it for (i.e., your target audience).
2️⃣ 𝗧𝗵𝗲𝗿𝗲’𝘀 𝗻𝗼 𝘀𝗰𝗼𝗿𝗲𝗯𝗼𝗮𝗿𝗱. You need metrics, period! In view of your objective, pick a key performance indicator (KPI) that shows whether a campaign is achieving its goal. So if an ad was designed to drive traffic to your website, for instance, measure clicks or page loads?
What’s the score? If you don’t know, chances are (no offense), you’re loosing :-(
3️⃣ 𝗧𝗵𝗲𝗿𝗲’𝘀 𝗮 𝗹𝗮𝗰𝗸 𝗼𝗳 𝗮𝘁𝘁𝗲𝗻𝘁𝗶𝗼𝗻. Every now and again, reevaluate if what you’re doing is the best mix. For example, postcards are time-tested and effective. That said, it’s about $0.35 a stamp. For roughly the same cost as one postcard, you could reach over 100 people w/ targeted banner ads on the Google Display Network. I’m not saying the two are necessarily comparable (or that you should stop sending out postcards -- don’t mishear me!), just that maybe you ought to evaluate what get’s you the best return.
How do you measure the effectiveness of your marketing?
Retargeting Ads
𝟵𝟵% of visitors leave your website without converting. Here's what to do!
𝟵𝟵% of visitors leave your website without converting—lost forever —which is why you need a retargeting strategy.
Note: this one is a tad technical (but it’s worth the effort!)
𝗥𝗲𝘁𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴: 𝘴𝘩𝘰𝘸𝘪𝘯𝘨 𝘢𝘥𝘴 𝘰𝘯𝘭𝘺 𝘵𝘰 𝘪𝘯𝘥𝘪𝘷𝘪𝘥𝘶𝘢𝘭𝘴 𝘸𝘩𝘰 𝘩𝘢𝘷𝘦 𝘷𝘪𝘴𝘪𝘵𝘦𝘥 𝘢 𝘱𝘢𝘨𝘦 (𝘰𝘳 𝘷𝘢𝘳𝘪𝘰𝘶𝘴 𝘱𝘢𝘨𝘦𝘴) 𝘰𝘯 𝘺𝘰𝘶𝘳 𝘸𝘦𝘣𝘴𝘪𝘵𝘦.
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#WordStream reports a 𝟮.𝟯𝟱% average conversion rate across all industries... and closer to 𝟭% in the #RealEstate space.
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𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻: 𝘸𝘩𝘦𝘯 𝘢 𝘸𝘦𝘣𝘴𝘪𝘵𝘦 𝘷𝘪𝘴𝘪𝘵𝘰𝘳 𝘵𝘢𝘬𝘦𝘴 𝘢 𝘥𝘦𝘴𝘪𝘳𝘦𝘥 𝘢𝘤𝘵𝘪𝘰𝘯 (𝘴𝘶𝘤𝘩 𝘢𝘴 𝘤𝘰𝘮𝘱𝘭𝘦𝘵𝘪𝘯𝘨 𝘢 𝘤𝘰𝘯𝘵𝘢𝘤𝘵 𝘧𝘰𝘳𝘮)
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Online ads (like Google Search or Facebook), in large part, are meant to drive traffic to your website, where, ideally, the site will (strategically) prompt visitors to register for some item of value, depending on whatever the ad campaign offered—e.g. a custom home search, an instant home valuation, or a resource to download. The main point of that is so that you, the agent, can follow-up and nurture the lead proactively (phone/text/email), building trust up until the point at which the lead elects to hire you.
Persistence
Persistence: firm or obstinate continuance in a course of action in spite of difficulty or opposition.
A lot of agents don’t call their database contacts, nurture their leads, or follow-up sufficiently simply because they’re concerned it could make them look pushy, salesy, or sleazy. But on the other hand… following up, reaching out, and/or staying in touch could also make that same agent seem devoted, helpful, or hands-on. It’s boils down to your POV (i.e., your thinking).
Plus there’s a monumental difference between pushiness and persistence. Pushiness comes from a place of self-service whereas persistence is rooted in customer-service. Meaning… if your game-plan to convert leads or generate referrals is predicated on hassling people into making decisions that serve your interests, well then I suppose you may be coming off as pushy. But I highly, highly doubt that’s your operating method. I suspect—if your attitude is to serve as many people as possible, according to what’s in their best interest—then it’s going to show up positively in how you ask for referrals or seek to connect with leads.
We all know the money is made in the follow-up… so whatever the story is that keeps you from doing that, let it go.
Video isn't Innovative; Its Expected
2019 has been dubbed as the year in which video marketing transitioned away from a newfangled, “Wow! That’s so cool 🤯” type of communication channel into something, frankly, the consumer 𝘦𝘹𝘱𝘦𝘤𝘵𝘴 (demands, even). Whatever your business (real estate sales, a retail business, a pest control service—seriously, any type of business!), I’m confident in saying that video marketing is an expectation of your current and future customers.
Not convinced, read on:
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💥 Per #Forbes, video viewers are 𝟵𝟱% more likely to remember a call-to-action after watching a video, versus only 𝟭𝟬% likely when reading it.
💥 According to #HubSpot, 𝟱𝟰% of consumers prefer video over any other type of communication channel (e.g. emails, articles, images/graphics, et al.).
💥 #Animoto reports that 𝟴𝟴% of video marketers are satisfied w/ the ROI of their video marketing efforts on social media.
So the point is: VIDEO! Try making videos like…
▶️ 𝘾𝙤𝙢𝙢𝙪𝙣𝙞𝙩𝙮 𝙫𝙞𝙙𝙚𝙤𝙨: E.g. neighborhood/area tours, local business features, “townie” lifestyle, et al.
▶️ 𝙀𝙭𝙥𝙚𝙧𝙩𝙞𝙨𝙚 𝙫𝙞𝙙𝙚𝙤𝙨: E.g. local influencer interviews, pro-tips, and market updates.
▶️ 𝙇𝙞𝙨𝙩𝙞𝙣𝙜 𝙫𝙞𝙙𝙚𝙤𝙨: E.g. selfie-styled home tours to full-fledged property movies, starring 𝙮𝙤𝙪!
▶️ 𝘽𝙧𝙖𝙣𝙙𝙞𝙣𝙜 𝙫𝙞𝙙𝙚𝙤𝙨: E.g. testimonials, agent behind-the-scenes, explainer videos/“why me,” et al.
There’s no other one-to-many communication channel out there w/ the power to build trust and awareness w/ consumers like video… and every view counts. So… LIGHTS - CAMERA - ACTION 🎬
Hashtag Hacking
Hashtags are one of the most effective ways to expand the reach of your IG posts organically—and, by extension, one of the best ways to grow your follower-count. (**𝙍𝙚𝙖𝙘𝙝: 𝙩𝙝𝙚 𝙩𝙤𝙩𝙖𝙡 𝙣𝙪𝙢𝙗𝙚𝙧 𝙤𝙛 𝙄𝙣𝙨𝙩𝙖𝙜𝙧𝙖𝙢 𝙪𝙨𝙚𝙧𝙨 𝙬𝙝𝙤 “𝙨𝙖𝙬” 𝙮𝙤𝙪𝙧 𝙥𝙤𝙨𝙩.**) Personally, hashtags account for roughly 15% - 25% of my posts’ reach. So, theoretically, for every 1,000 of my followers who see one of my posts, I can bank on an additional 150 to 250 views by way of hashtags. Not bad!
Before I explain the categories, here are some best practices to keep in mind:
1. Don’t copy/paste your hashtags. IG may “shadow-ban” you (Google that :D). Instead, take the time to insert them manually.
2. Some people claim that 11 or some random number of hashtags is the optimal number but I’ve never come across anything conclusive to prove that idea. Bottom line is, IG allows up to 30 hashtags in a post. Use 10, use 20, use 30—whatever gets you the reach you want. Test and adjust.
𝙏𝙧𝙚𝙣𝙙𝙞𝙣𝙜 - Popular hashtags. E.g. #TBT. Heads-up, it’s best to use hashtags that relate to your post, otherwise you could get flagged for hashtag-spamming.
𝙇𝙤𝙘𝙖𝙩𝙞𝙤𝙣𝙖𝙡 - Neighborhood-, city-, or community-specific hashtags. E.g. in #Nashville, there’s a neighborhood called 12South. One of its popular hashtags is #12SouthNash.
𝘿𝙚𝙨𝙘𝙧𝙞𝙥𝙩𝙞𝙫𝙚 - Hashtags that describe the content of your post. E.g. #ComingSoon.
𝙄𝙣𝙩𝙚𝙧𝙚𝙨𝙩-𝙗𝙖𝙨𝙚𝙙 - Hashtags that describe a general subject of interest. E.g. #LuxuryHomes.
𝙄𝙣𝙩𝙚𝙣𝙩-𝙗𝙖𝙨𝙚𝙙 - Hashtags that connect to what a buyer or seller may be intending to do. E.g. #BuyingAHome.
𝘽𝙧𝙖𝙣𝙙𝙚𝙙 - Hashtags tied to specific brands that relate to the content of your post. E.g. #TomFerry. Again, don’t use a brand’s hashtag if it’s totally random.
Happy 𝙝𝙖𝙨𝙝𝙩𝙖𝙜𝙜𝙞𝙣𝙜, folks!
Why You Should Stockpile Leads (To Market-Proof Your Business)!
Recent studies found that 67% of economists predict a 𝗿𝗲𝗰𝗲𝘀𝘀𝗶𝗼𝗻 is likely within the next 18 months (paraphrasing @KeepingCurrentMatters). To be clear, a recession, not a collapse. Hold that thought. Question: when is marketing most highly valued (amongst business owners)? Answer: when customers are fewer and farther between. Not that marketing will become fruitless or futile in a recession (because it won’t). The point is, 𝗱𝗼𝘂𝗯𝗹𝗲-𝗱𝗼𝘄𝗻 𝗼𝗻 𝘆𝗼𝘂𝗿 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝗹𝗲𝗮𝗱 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻 𝗲𝗳𝗳𝗼𝗿𝘁𝘀 𝗻𝗼𝘄 to stockpile a database of leads so that when a recession occurs, your pipeline will be strong. The typical customer journey of a buyer or seller in the real estate space is somewhere between 18 and 24 months (depending on the lead source). Bottom line, generate (and nurture) leads now (e.g. Facebook/Instagram, Google/Youtube, open houses, et al.) so that by late 2020/early 2021, you’ll be positioned to dominate in your market. Just an idea :D
If It Looks Like Marketing, Then It's Safe To Ignore!
“𝗜𝗳 𝗶𝘁 𝗹𝗼𝗼𝗸𝘀 𝗹𝗶𝗸𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴, 𝘁𝗵𝗲𝗻 𝗶𝘁’𝘀 𝘀𝗮𝗳𝗲 𝘁𝗼 𝗶𝗴𝗻𝗼𝗿𝗲.” That’s something @danstewarthg said during one or our breakout panels last year at the #SuccessSummit. He’s got a point! It’s estimated that the average consumer is exposed to somewhere between 4,000 and 10,000 advertisements on a daily basis. That’s probably a high-ish estimate, but regardless, we all know it’s a big number.
The impact is if all your blogs and emails appear low-grade or “𝗰𝗮𝗻𝗻𝗲𝗱” or if your social feeds are overflowing with generic, “𝗳𝗶𝗹𝗹𝗲𝗿 𝗽𝗼𝘀𝘁𝘀,” I’d wager you might be training people to ignore you. No surprise, but it’s always been (and will remain) QUALITY over QUANTITY!
Even if you have to scale-back your marketing output in order to raise the standard (i.e., the value) of what you’re producing, I say it’s worth it. Every chance you get to communicate with your customers is an opportunity... and if you treat it as such, over time, it’ll pay dividends. Hoping this message encourages/challenges you to step up your game a notch :D
Ignore the Noise, and Lean Into What You Know Works
Here’s a new acronym (I think 🤔): 𝗞𝗣𝗔 (“𝗞𝗲𝘆 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗔𝗰𝘁𝗶𝘃𝗶𝘁𝘆”). When it comes to growing your business, there’s no shortage of projects feigning productivity or alleged priorities competing for your attention every minute of every day. New tech, new tools, you name it! Don’t get tangled in the trap -- the activity blur of doing, doing, doing without regard for the results of a task measured over time. Instead, single out the 1, 2, or 3 activities that have historically generated the best results in your business and then redouble your efforts.
Shields up to distraction, folks! Today’s the day to ignore the noise and lean into what you KNOW works! Hoping this message encourages you!
Stretch Yourself. Test Your Limits. Never Settle.
I was discussing “self-fulfilling beliefs” with one of my coaching clients this week and how if enough people start to believe a story and act on it, whether or not it was true or accurate at the start, it ultimately becomes reality. In context, we were talking about buyer’s markets and a seller’s markets and how, often times, a shift can occur due to popular beliefs that drive behavior as opposed to there being some technical or definitive explanation.
I’d argue that the same principle applies in pretty much every aspect of our lives, relationships, and careers. What we choose believe (true or not) will influence our actions—and, by the same token—our actions (or “inactions”) will produce outcomes. So here’s my thought: ignore any voice that tells you what you can’t have, what you could never achieve, or what would look foolish to even attempt. You’re alive now and in business today… so why not go for the most? Granted, that doesn’t mean you’ll get whatever you want so long as you “believe in yourself.” That’s absurd. All the same, if you don’t believe that something’s possible, then, naturally, your actions will align w/ that belief, thus guaranteeing you it’ll never happen. So, in conclusion: go for what you want :D
There are Weeds in Every Garden.
There are weeds in every garden. I’ve known people (and I’ve been the person) who’s quit one job for another believing it would fix the problems of the former. It rarely works! I’ve watched agents swap teams, offices, and brands in search of greener pastures. The weeds just re-grow until you crouch down to pull them. I’m not saying there’s never a time or a valid reason to move on… My point is, (most often) if you strive to improve yourself, in consequence, you improve your circumstances. Push the boundaries, challenge your assumptions, and continually aspire to #MakeThingsBetter. Happy weeding 😁 Wishing you all tremendous success today!
Know the Job Your Customers are Hiring You to Perform
Quick thought from a recent presentation: a seller of a home will hire you (or not hire you) based on the following three points of service:
1. 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 + 𝗘𝘅𝗽𝗼𝘀𝘂𝗿𝗲: your systematic plan to promote a listing to the largest pool of ready, willing, and able buyers.
2. 𝗡𝗲𝗴𝗼𝘁𝗶𝗮𝘁𝗶𝗼𝗻 𝗦𝗸𝗶𝗹𝗹𝘀: your aptitude to structure contract terms in the best interest of your seller.
3. 𝗧𝗿𝗮𝗻𝘀𝗮𝗰𝘁𝗶𝗼𝗻 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: your process to fulfill an agreement and successfully close the sale of the seller’s property (e.g. due diligence, contingencies, etc.).
These days, we’re seeing alternative business models, hybrids, etc… and consequently, it’s becoming all the more critical for #RealEstateAgents (in their marketing, when meeting face-to-face, etc.) to clarify the scope of their work.
When you meet with a prospective seller at your next listing listing appointment, how will you succinctly communicate your role? What’s your elevators pitch?
The Future is Wide Open
Comfort zones are deceptive… they make you feel safe and secure but, in reality, they 100% limit you. I like how Seth Godin put it in his book, The Icarus Deception:
“The riskiest thing you can do now… is be safe.”
Growth NEVER occurs inside of a comfort zone—rather, it’s the result of pushing boundaries, denying impulses, and testing possibilities. Today is the best day to break something, to change it up, or to press the “go button.
If you’re holding on to a goal, a dream, a theory, a mission—slip out the window of your comfort zone and bring something new to life… The future is wide open!
What's the Problem You Solve a Customer Cannot Solve Alone?
Two questions to help you successfully articulate your #ValueProposition:
𝗪𝗵𝗮𝘁’𝘀 𝘁𝗵𝗲 𝗽𝗿𝗼𝗯𝗹𝗲𝗺 𝘆𝗼𝘂𝗿 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗵𝗮𝘀 𝗯𝘂𝘁 𝗱𝗼𝗲𝘀𝗻’𝘁 𝘄𝗮𝗻𝘁?
𝗪𝗵𝗮𝘁’𝘀 𝘁𝗵𝗲 𝗿𝗲𝘀𝘂𝗹𝘁 𝘆𝗼𝘂𝗿 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝘄𝗮𝗻𝘁𝘀 𝗯𝘂𝘁 𝗱𝗼𝗲𝘀𝗻’𝘁 𝗵𝗮𝘃𝗲?
(Credit: got those two questions from Dov Gordon.)
Your marketing shouldn’t come from a place of, quote unquote, “grabbing people by the coat collar,” pleading for their business. Frankly, it’s not a flattering look. Every campaign, every message, every piece of content must always communicate ｖａｌｕｅ.
It’s 0% about you, 100% about the customer. Trouble is, tons of professionals don’t know how to articulate the value they bring to the marketplace. Answer the above, and you will.