Across (and off) the web — in your postcards, letters, emails, social posts, radio spots, blogs, videos, and maybe even your billboards — tell it like it is!
‣ Problem-solve the obstacles of purchasing a home when you need to sell.
‣ Provide guidance to compete and win amidst multiple-offer madness.
‣ (Graciously) confront concerns of a mounting housing bubble, set to burst.
‣ Share tips/tactics to navigate appraisal gaps.
𝐕𝐚𝐥𝐮𝐞: 𝚝𝚑𝚎 𝚛𝚎𝚐𝚊𝚛𝚍 𝚝𝚑𝚊𝚝 𝚜𝚘𝚖𝚎𝚝𝚑𝚒𝚗𝚐 𝚒𝚜 𝚑𝚎𝚕𝚍 𝚝𝚘 𝚍𝚎𝚜𝚎𝚛𝚟𝚎; 𝚝𝚑𝚎 𝚒𝚖𝚙𝚘𝚛𝚝𝚊𝚗𝚌𝚎, 𝚠𝚘𝚛𝚝𝚑, 𝚘𝚛 𝚞𝚜𝚎𝚏𝚞𝚕𝚗𝚎𝚜𝚜 𝚘𝚏 𝚜𝚘𝚖𝚎𝚝𝚑𝚒𝚗𝚐.
Ultimately, as an agent, your perceived 𝘃𝗮𝗹𝘂𝗲 is directly linked to the 𝚙𝚛𝚘𝚋𝚕𝚎𝚖𝚜 𝚢𝚘𝚞 𝚜𝚘𝚕𝚟𝚎 and/or 𝚛𝚎𝚜𝚞𝚕𝚝𝚜 𝚢𝚘𝚞 𝚙𝚛𝚘𝚍𝚞𝚌𝚎 for customers. How you talk about all that (in your marketing, networking, and/or prospecting activities) is, by definition, your 𝚅𝚊𝚕𝚞𝚎 𝙿𝚛𝚘𝚙𝚘𝚜𝚒𝚝𝚒𝚘𝚗:
⛔️ “You know how…” {PROBLEM} ✅ “Well, what we do is…” {PROPOSITION} 🙌” So that you can…” {PAYOFF}
What’s more, the means by which you 𝘴𝘰𝘭𝘷𝘦 𝘱𝘳𝘰𝘣𝘭𝘦𝘮𝘴/𝘱𝘳𝘰𝘥𝘶𝘤𝘦 𝘳𝘦𝘴𝘶𝘭𝘵𝘴 is fundamentally through your skillful use of knowledge. Like the text in the image says: the marketplace is 𝒄𝒐𝒎𝒑𝒆𝒕𝒊𝒕𝒊𝒗𝒆, it’s 𝒄𝒐𝒎𝒑𝒍𝒊𝒄𝒂𝒕𝒆𝒅, and is in desperate need of YOUR 𝒄𝒐𝒎𝒑𝒆𝒕𝒆𝒏𝒄𝒆.
One of my all-time favorite (marketing) quotes, courtesy of author @jaybaer, in his book, 𝒀𝒐𝒖𝒕𝒊𝒍𝒊𝒕𝒚, describes effective MARKETING as being “… 𝗦𝗼 𝘂𝘀𝗲𝗳𝘂𝗹 𝗽𝗲𝗼𝗽𝗹𝗲 𝘄𝗼𝘂𝗹𝗱 𝗽𝗮𝘆 𝘆𝗼𝘂 𝗳𝗼𝗿 𝗶𝘁.” Sounds like a ᴋɴᴏᴡʟᴇᴅɢᴇ-ʙʀᴏᴋᴇʀ to me 👊
Sales and Marketing Automation (for Real Estate Professionals) | Marketing Stream 🎙 (002)
Real estate is (and will remain) a relationship business -- a quote-unquote, “𝑰 𝒕𝒓𝒖𝒔𝒕 𝒚𝒐𝒖,” business. For instance, referrals and repeat business by way of one’s past clients, sphere-of-influence contacts, or would-be buyers and sellers (leads) in search of credible/reliable real estate professionals.
The question is, from a marketing standpoint, how do you SCALE relationships? Short answer: AUTOMATION.
Leads are easy; conversion is hard—and, candidly, I’m tired of watching quality agents throw good money after bad generating more and more leads that never (flipping) convert. It’s a serious problem.
The distance between generating a lead and procuring a client is a long gap. In order to close that gap, you’ve gotta build relationships—and to build relationships, you have to stay in communication. But how do you do that at scale? Once again: AUTOMATION.
Your real estate business needs smart, practical sales and marketing automations to scale up -- which is exactly why, in today’s episode, I’m talking with sales and marketing automation expert, Jessie Beaudoin, the CEO/Founder of CallAction, a service/software providing sales and marketing automation solutions for, predominately, real estate professionals.
Grab your notes 📋 and strap in for 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗦𝘁𝗿𝗲𝗮𝗺, 𝗲𝗽𝗶𝘀𝗼𝗱𝗲 𝟬𝟬𝟮.
How YOU Feel on Camera Doesn't Matter
You may not like the way you look or sound on video. Frankly, who really does?—𝐧𝐚𝐫𝐜𝐢𝐬𝐬𝐢𝐬𝐭𝐬, LOL⁉️
Okay - okay, I’m kidding around (sort of )—because if you keep at it and progress becomes evident, watching/hearing yourself on playback can be, to the contrary, an encouraging process. Not everyone’s an egomaniac, haha 😂.
My (silly) point is: stop acting like it’s a viable excuse for not pressing that record 🔴 button on your phone or camera—as if it’s just you.
Practically every metric proves the world wants more V-I-D-E-O -- including but not limited to your customers, your past clients, your personal contacts, your leads, and your future relationships yet to come.
✴️ By 2022, 𝚘𝚗𝚕𝚒𝚗𝚎 𝚟𝚒𝚍𝚎𝚘𝚜 will make up more than 𝟴𝟮% of all consumer internet traffic, which is 𝟭𝟱𝙭 higher than it was in 2017. (Cisco)
✴️ 𝚅𝚒𝚍𝚎𝚘 𝚊𝚍𝚜 were the top means by which consumers discovered a brand from whom they later purchased. (Animoto)
✴️ 𝟴𝟰% of people say that they’ve been convinced to buy a product or service by watching a brand’s 𝚟𝚒𝚍𝚎𝚘. (Wyzowl)
What’s more, all the major social/search platforms are continually launching new features to make more use of VIDEO: short vids, long vids, vertical vids, and horizontal vids. Why? Because it’s way better than any other form of media on the planet 🌎.
So like the post says: it doesn’t really matter how you 𝘧𝘦𝘦𝘭 about yourself on video; what matters is that you’re doing it regardless of how you 𝘧𝘦𝘦𝘭.
[VIDEO] YouTube In-Stream Ads for Real Estate Agents: Step-by-Step Guide to Attract Listings in Your Market
Let’s talk to you about how to attract listings in your marketplace using YouTube In-Stream Ads!
I’ll put it like this: YouTube In-Stream Ads are what Facebook Boosted Posts were when initially released. My point is you’re gonna want to take advantage of ‘em!
YouTube In-Stream Ads are essentially commercials that play before, during, or after a selected video on YouTube.
Additionally, there are a few different ad subtypes:
Skippable: the viewer has an option to skip the ad after five seconds. This format utilizes a CPV (cost-per-view) bid strategy so the advertiser only pays when a viewer watches 30 seconds of the video (or the full duration if it's shorter than 30 seconds) or interacts with the video (e.g. clicks a link).
Non-Skippable: the ad may not exceed 15 seconds and doesn’t provide the viewer an option to skip. This type utilizes a CPM (cost-per-thousand impressions) bid strategy and so the advertiser pays whenever the ad is shown regardless of how long its viewed.
Bumper: same as the Non-Skippable variation except that the ad is limited to a max of 6 seconds.
From a strategy standpoint this training centers around LISTING ATTRACTION 🏡. A couple of months back I did a livestream with Tom Ferry business coach, David Caldwell, during which we discussed how he’s been publishing simple Market Update Videos once-a-month and targeting homeowners in his local marketplace using skippable in-stream ads.
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The 10-minute video above presents a STEP-BY-STEP TUTORIAL on how to run these campaigns—screen sharing, examples, and all.
Please note, the training assumes you’ve already setup a Google advertising account. What’s more, I’m working in Google Ads “expert” mode, not “express” (a.k.a. “smart”) mode. Here’s how to swap, just in case.
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Back on topic: David runs each ad for 30 consecutive days at $5 a day and, on average, he’s paying between $0.02 and $0.04 a view. And it isn’t just David—it’s been the same for many of his personal coaching clients as well as several of mine. Now here’s the punchline: whenever David’s cumulative views tally-up to 20,000—like clockwork—his phone rings with a “Come-List-Me!” 🏡 call. If you do the math that’s basically $400 to $800 per listing.
Sounds good to me! We (desperately) need the listings, friends! Perhaps you caught the WSJ’s recent report that there are currently fewer homes for sale in the US than there are licensed real estate agents 😳. Granted, it’s typically not too far off of that figure in normal markets—that’s just a headline. Notwithstanding, inventory is significantly lower this year, no ifs, ands, or buts about it.
Also, consider that most homeowners rely on regional or national news outlets to learn about what’s happening in their local real estate markets. Nope—not gonna cut it! Personally, I believe it’s incumbent on agents to act as “knowledge brokers” at a hyperlocal level.
Why else would you suppose David’s phone rings every 20,000 views? Certainly, I could wager it’s just a matter branding and positioning—homeowners keep seeing David’s face, he seems competent, and, because he’s top-of-mind at the right time, they dial his number.
Far more than that, however, I think it boils down to the value of the information he’s providing. Frankly, how could it be anything else when viewers elect to watch 80% of a video advertisement they could’ve skipped ⏭ after the first five seconds? It’s because the information matters to them! Otherwise, how’s a prospective seller supposed to make an informed choice about whether or not to list, when to time it, or how to navigate through local conditions and competition? My advice: supply the info; be the knowledge broker.
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Please leave a comment, and/or tag a friend or peer who might also benefit from this training. Additionally, if there are other topics you’d like for me to build a training to support, please let me know 😃
SLICE & DICE: How to (re)purpose your videos/posts
Content creation ain’t no small undertaking! Writing copy, producing videos, designing graphics, and more -- w/o question, it’s a significant investment to time, resources, and effort. Granted, no other marketing or branding channel (comparatively) even comes close to the vast reach of today’s digital and social platforms.
Thousands of Facebook, Instagram, or TikTok views or impressions—for FREE—versus, for instance, $0.55 cost per stamp on postage. Evergreen blog posts or YouTube videos that continuously rank on long tail search queries—it’s hard to put a price tag on the value of that stuff!
I’m certainly not trying to disparage the use of postcards, just so we’re clear; my point is, the benefits/ROI of content marketing, when executed strategically, far outweighs the pain of its production.
Trouble is, I suspect your content isn’t getting the, quote-unquote, “𝐦𝐢𝐥𝐞𝐚𝐠𝐞” (in terms of reach and exposure) as it could or should.
For example… Imagine you publish a stellar 6-minute video w/ a killer caption to boot. And let’s just say it garners 1.5K views on Insta, 800 more on Facebook, another 365 on LinkedIn, and finally, an additional 550 via YouTube, all organic. That’s not bad — but it’s not done either.
If you want to maximize the 𝐦𝐢𝐥𝐞𝐚𝐠𝐞 of that video, for instance, try digging through the caption to identify quotable blurbs. Use ‘em as Tweets or as text-overlay on an image post. Clip 30-second excerpts out of the long-form video to repurpose as IG Reels or YouTube Shorts. Point is: I̲t̲ ̲a̲i̲n̲’̲t̲ ̲o̲v̲e̲r̲ ̲’̲T̲i̲l̲ ̲I̲t̲’̲s̲ ̲O̲v̲e̲r̲ 🎶 (Lenny Kravitz) 😆.
If you’re pouring yourself into producing content, then you owe it to yourself to maximize the 𝐦𝐢𝐥𝐞𝐚𝐠𝐞 of every blog, every video, and every post.
Let’s talk about how. From a content-planning standpoint, begin by identifying your top-level content: e.g. video shows, blogs, podcasts, et al. Basically, the stuff you’re creating episodically across your platforms. From there, map out the various ways you can 𝘴𝘭𝘪𝘤𝘦, 𝘥𝘪𝘤𝘦, 𝘤𝘩𝘰𝘱, or 𝘫𝘶𝘭𝘪𝘦𝘯𝘯𝘦 (so to speak) each respective piece of content into subsequent Posts, Stories, Reels, and more. Here are some ideas to get started:
Post “throwbacks” of prior posts
Group related posts into a single, “round-up” post (perhaps using carousel)
Send out a compilation email of your best listing-videos
Highlight 30- or 60-second chops/clips of longer vids (Reels, Stories, et al.)
Transcribe podcast interviews and publish blog articles
What’s your best hack/tactic for repurposing your content? Please share in a comment and/or tag a friend who should chime in.
Do the Work (Never Stop Marketing)
Calls made, texts and emails sent, videos posted, blogs published, and postcards delivered ALWAYS adds 🆙 Whatever you’re doing that shows promise in your business, keep at it—because it’s developing in to something BIG! What’s more, it’s influencing the perception of 𝘺𝘰𝘶𝘳 𝘣𝘳𝘢𝘯𝘥 in the marketplace.
I’ve shared this before: a penny that doubles its value daily for thirty straight days will tally up to millions💰. The drawback, however, is that the 𝘃𝗮𝗹𝘂𝗲 doesn’t really pack on until the tail end. For instance:
‣ Day 𝟷𝟻, it’s only worth $𝟭𝟲𝟰.
‣ Day 𝟸𝟶, it’s up to $𝟱,𝟰𝟰𝟮.
‣ Day 𝟸𝟻, it’s increased to $𝟭𝟲,𝟳𝟳𝟮.
‣ Day 𝟹𝟶, it explodes, totaling $𝟱,𝟯𝟲𝟴,𝟳𝟬𝟵.
Do it again and again and don’t stop — because that’s when the value piles on. 𝐃𝐚𝐛𝐛𝐥𝐞𝐫𝐬 𝐧𝐞𝐯𝐞𝐫 𝐛𝐫𝐢𝐧𝐠 𝐢𝐧 𝐭𝐡𝐞 𝐡𝐚𝐫𝐯𝐞𝐬𝐭.
Your Brand - Is You!
very post, every video, every campaign is a depiction of 𝘆𝗼𝘂. While clever messages and catchy tag-lines are all well and good, they’re no substitute for the real thing: 𝘆𝗼𝘂.
◾️Don’t 𝘩𝘪𝘥𝘦 yourself.
◾️Don’t 𝘥𝘪𝘴𝘨𝘶𝘪𝘴𝘦 yourself.
◾️Don’t 𝘤𝘦𝘯𝘴𝘰𝘳 yourself.
After all, it’s 𝘆𝗼𝘂 the customer hires—and so, it oughta be 𝘆𝗼𝘂 (your voice 🗣 - your mind 🧠 - your heart ❤️ - your face 😁) who shows up on video, in captions, across (and off) the web! THAT’S YOUR BRAND.
5 Ways to Use QR Codes in 2021 (for Real Estate Agents)
Scanning a 𝑸𝑹 𝒄𝒐𝒅𝒆 ain’t what it used to be: swipe right-to-left to launch your camera, point, tap, and the page loads. Simple!
It used to be you had to download a special app, which, to even use back then, you had to physically enter your pin to unlock the phone when you needed it—and then you had to hold your smartphone camera ever-so still (and physically close) or it wouldn’t scan properly. It was pretty inconvenient. In fact, I typically just entered the web address manually because it was faster 😆.
But like I said: it ain’t what it used to be. Especially not now with everything shifting to contactless experiences. To that point, I’d argue the catalyst behind me even making this post at all is (in large part) due to restaurants ditching physical menus for digital ones displayed via QR codes. Mostly because of that (imo), everyone’s become quite adept at scanning QR codes — and willing to do it.
And it isn’t just restaurants: it’s hotels, retail stores, and, by the time you’re done reading this post 😉—real estate agents.
Statista recently reported that 𝟏𝟖.𝟖% of US and UK consumers have noticed a discernible uptick in the usage of QR codes ever since the onset of the pandemic. No surprise there.
What’s more, the modern smartphone camera scans codes faster and from practically a mile away compared to older devices.
Also keep in mind, QR codes aren’t just for web links. They can perform a range of actions: e.g. place a call, Tweet, send a pre-drafted text message, direct message, or email, book an appointment, sign up for a newsletter, follow an account on social, or deep-link to an online review destination. 𝙶𝚘𝚘𝚐𝚕𝚎 𝚒𝚝: the applications are extensive.
Anyway... I think I’ve made my point! Review the list below for some sample ideas of how to integrate QR codes into your marketing materials:
1. “Learn-More!” Yard Signs
Install a “Scan-to-Learn More” wire-stake 🪧 yard-sign at your listing linked to a forced registration landing page whereby passers-by can garner pertinent details about a subject property: photos, floorpans, 360º tour, price, specs, etc. 𝐏𝐫𝐨 𝐓𝐢𝐩: make the code BIG so it can be scanned roadside.
𝚂𝚒𝚐𝚗 𝚌𝚊𝚕𝚕𝚜 𝚑𝚊𝚟𝚎 𝚕𝚘𝚗𝚐 𝚙𝚛𝚘𝚍𝚞𝚌𝚎𝚍 𝚚𝚞𝚊𝚕𝚒𝚝𝚢 𝚕𝚎𝚊𝚍𝚜 𝚏𝚘𝚛 𝚊𝚐𝚎𝚗𝚝𝚜. 𝙷𝚘𝚠𝚎𝚟𝚎𝚛, 𝚏𝚘𝚛 𝚎𝚟𝚎𝚛𝚢 𝚌𝚊𝚕𝚕𝚎𝚛, 𝚑𝚘𝚠 𝚖𝚊𝚗𝚢 𝚖𝚘𝚛𝚎 𝚒𝚗𝚝𝚎𝚛𝚎𝚜𝚝𝚎𝚍 𝚙𝚊𝚛𝚝𝚒𝚎𝚜 𝚓𝚞𝚜𝚝 𝚔𝚎𝚙𝚝 𝚐𝚘𝚒𝚗𝚐 𝚋𝚎𝚌𝚊𝚞𝚜𝚎 𝚝𝚑𝚎𝚢 𝚠𝚎𝚛𝚎𝚗’𝚝 𝚠𝚒𝚕𝚕𝚒𝚗𝚐 𝚝𝚘 𝚌𝚊𝚕𝚕? 𝚃𝚑𝚎 𝚀𝚁 𝚌𝚘𝚍𝚎 𝚒𝚜 𝚊 𝚜𝚝𝚎𝚙-𝚛𝚎𝚖𝚘𝚟𝚎𝚍 𝚊𝚕𝚝𝚎𝚛𝚗𝚊𝚝𝚒𝚟𝚎 𝚝𝚘 𝚖𝚊𝚔𝚒𝚗𝚐 𝚊 𝚍𝚒𝚛𝚎𝚌𝚝 𝚌𝚊𝚕𝚕.
“Learn-More!”
QR Codes
2. Scan-to-RSVP (QR) Stickers
Print “Scan-to-RSVP” QR-code stickers for your (private) open house directional 👉 signs. Link it to Calendly, a web form, a Facebook Event, or whatever system you use to manage open house registrations, subject to your local regulations. Again, the bigger the code, the easier to scan it.
3. Call-to-Action QR Codes
Add “QR-CTAs” (i.e., “calls-to-action”) linked to your postcards and mailers: home valuation reports, local market data, seller guides, buyer guides, and other marketable resources.
Call-to-Action QR Codes
4. Video-Embedded Newsletter
Embed videos in 𝒑𝒓𝒊𝒏𝒕𝒆𝒅 𝒏𝒆𝒘𝒔𝒍𝒆𝒕𝒕𝒆𝒓𝒔 (or local literature)! Simply place your video’s thumbnail image in the document w/ a QR code and link it to content on a social channel or your website.
Video-Embedded Newsletter
5. Review-Linked Handwritten Notes
Order custom notecards (e.g. VistaPrint, et al.) for handwritten ✍️ notes w/ printed QR codes that deep-link directly to your Google My Business review form.
Review-Linked Handwritten Notes
𝑸𝑹 𝑪𝒐𝒅𝒆 𝑮𝒆𝒏𝒆𝒓𝒂𝒕𝒐𝒓𝒔:
‣ 𝘊𝘢𝘯𝘷𝘢
‣ 𝘘𝘙 𝘚𝘵𝘶𝘧𝘧
‣ 𝘒𝘢𝘺𝘸𝘢
‣ 𝘝𝘪𝘴𝘶𝘢𝘭𝘦𝘢𝘥
‣ 𝘛𝘩𝘦-𝘲𝘳𝘤𝘰𝘥𝘦-𝘨𝘦𝘯𝘦𝘳𝘢𝘵𝘰𝘳.𝘤𝘰𝘮
‣ 𝘲𝘳-𝘤𝘰𝘥𝘦-𝘨𝘦𝘯𝘦𝘳𝘢𝘵𝘰𝘳.𝘤𝘰𝘮
‣ 𝘘𝘙 𝘊𝘰𝘥𝘦 𝘔𝘰𝘯𝘬𝘦𝘺
𝗜𝗻𝘁𝗲𝗿𝗻𝗲𝘁 𝗣𝗿𝗶𝘃𝗮𝗰𝘆 Changes That'll Impact Facebook/Google Ads
🚨 Big online ad-targeting and user privacy updates are at hand to affect major marketing platforms—including Google and Facebook 🚨
For instance, you might’ve heard about how Google, starting next year, plans to prohibit targeting based on users’ browsing history 😳 Translated: interest-based audiences, intent-based audiences, remarketing, and a bunch more is up for grabs.
You might also recall the fuss between Facebook and Apple about a month ago whereby Facebook was in a tizzy about Apple’s impending iOS 14 update, in which will be included the App Tracking Transparency Framework. Basically, any app sold or distributed in Apple’s App Store will be required to show users a prompt asking for permission to track activities and sell that data to advertisers. Let’s be candid: most will deny that permission. So I bet you can guess why Facebook’s been in a tizzy now! That’s essentially their entire business model.
To analyze these matters and more, I went LIVE 🔴 w/ leading authority in the digital marketing space, @dennis.yu, CEO of renowned digital marketing agency, BlitzMetrics. Bit of background: before becoming who he is today, Dennis was once a Senior Engineer at Yahoo, where he specialized in ad optimization and analytics. That bit of experience should be useful to our dialogue 😜
Tune in and we’ll get the facts straight about what to expect down the line and how to navigate the impacts.
GENERATE LEADS with Google Ads for Real Estate Agents in 2021 | Marketing Stream 🎙 (001)
I’m talking Google Ads with pay-per-click (PPC) wizard 🧙♀️—Josh Frankel. If you’re looking to generate leads and build your real estate business via Google Ads, you’re in the right spot!
Josh is the Founder of Green Light Technology Solutions, a pay-per-click ad agency dedicated to helping real estate agents generate leads, as well as a Lead Architect for acclaimed real estate digital marketing platform, Ylopo.
In today’s interview we’re diving headfirst in to all-things Google Ads: search ads, display network ads, YouTube in-stream ads, Google Local Services Ads, Google My Business listings, and more. This is a technical interview. For instance, we’ll explore the impacts of recent changes to Google’s Personalized Advertising Policies for housing-related ads, the ins-and-outs of conversion tracking, keyword planning, audience targeting, retargeting, and much, much more.
Grab your notes 📋 and strap in for 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗦𝘁𝗿𝗲𝗮𝗺, 𝗲𝗽𝗶𝘀𝗼𝗱𝗲 𝟬𝟬𝟭.
Instagram Profiles: Personal, Biz, or Creator. Which One??
Ah, the debate over a 𝚙𝚎𝚛𝚜𝚘𝚗𝚊𝚕 versus 𝚙𝚛𝚘𝚏𝚎𝚜𝚜𝚒𝚘𝚗𝚊𝚕 Insta profile. Here’s a quick glance at the core differences between 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹, 𝗖𝗿𝗲𝗮𝘁𝗼𝗿, and 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 profiles.
◦ Personal: 𝚙𝚛𝚒𝚟𝚊𝚌𝚢-𝚌𝚊𝚙𝚊𝚋𝚕𝚎, 𝚋𝚊𝚜𝚒𝚌 𝚊𝚌𝚌𝚘𝚞𝚗𝚝; 𝚗𝚘 𝚘𝚙𝚝𝚒𝚘𝚗 𝚏𝚘𝚛 𝚊𝚍𝚜 𝚘𝚛 𝚊𝚌𝚌𝚘𝚞𝚗𝚝 𝚒𝚗𝚜𝚒𝚐𝚑𝚝𝚜.
◦ Creator: 𝚊𝚍𝚜-𝚎𝚗𝚊𝚋𝚕𝚎𝚍, 𝚒𝚗𝚌𝚕𝚞𝚍𝚎𝚜 𝚒𝚗𝚜𝚒𝚐𝚑𝚝𝚜, + 𝚙𝚛𝚘𝚏𝚒𝚕𝚎 𝙲𝚃𝙰 𝚋𝚞𝚝𝚝𝚘𝚗𝚜; 𝚗𝚘 𝚝𝚑𝚒𝚛𝚍-𝚙𝚊𝚛𝚝𝚢 𝚙𝚘𝚜𝚝𝚒𝚗𝚐.
◦ Business: 𝚊𝚍𝚜-𝚎𝚗𝚊𝚋𝚕𝚎𝚍, 𝚒𝚗𝚌𝚕𝚞𝚍𝚎𝚜 𝚒𝚗𝚜𝚒𝚐𝚑𝚝𝚜, + 𝚙𝚛𝚘𝚏𝚒𝚕𝚎 𝙲𝚃𝙰 𝚋𝚞𝚝𝚝𝚘𝚗𝚜; 𝚗𝚘 𝚕𝚒𝚌𝚎𝚗𝚜𝚎𝚍 𝚖𝚞𝚜𝚒𝚌 (𝚏𝚘𝚛 𝚁𝚎𝚎𝚕𝚜).
If you’re running a biz, odds are, you need a 𝚙𝚛𝚘𝚏𝚎𝚜𝚜𝚒𝚘𝚗𝚊𝚕 account—that is, either a 𝗖𝗿𝗲𝗮𝘁𝗼𝗿 or 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 profile. The top reason for sticking w/ a 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹 profile is if, for any reason, you’re not comfortable setting your account to public-facing. With 𝚙𝚛𝚘𝚏𝚎𝚜𝚜𝚒𝚘𝚗𝚊𝚕 accounts, you’re able to sync up w/ Facebook’s business tools (e.g. Business Manager, Creator Studio, et al.), analyze powerful post metrics and audience insights, and much more. Hope this helps :D
Done is Better Than Perfect
Don’t be the agent who experiences a failure to launch because they’ve tried to bite off more, marketing-wise, than they can chew.
No matter your current level of success, don’t forget that what got you to your present point is the result of what you’ve already accomplished. The rest (i.e., all the stuff you could or wanna do) is pure upside—meaning, the videos you want to publish, the ads you want to run, the newsletter you’ve been itching to send out—it’s all extra.
I’ve noticed subjects related to marketing (especially social media marketing), for certain individuals, can often invoke strong feelings of overwhelm or a sense that once-in-a-lifetime opportunities are passing by, permanently forfeited.
I guess what I’m trying to say is: relax! While it’s true that 𝐰𝐡𝐚𝐭 𝐠𝐨𝐭 𝐲𝐨𝐮 𝒉𝒆𝒓𝒆 𝐰𝐨𝐧'𝐭 𝐠𝐞𝐭 𝐲𝐨𝐮 𝒕𝒉𝒆𝒓𝒆, it’s worth pointing out that it did indeed did get you 𝒉𝒆𝒓𝒆—and what get’s you 𝒕𝒉𝒆𝒓𝒆 𝚒𝚜 𝚊𝚕𝚕 𝚐𝚛𝚊𝚟𝚢. Do it one day at a time!
The Market Belongs to Those Who Market
The 𝒎𝒂𝒓𝒌𝒆𝒕 belongs to those who 𝐦𝐚𝐫𝐤𝐞𝐭! In other words. you’ve gotta put yourself in the game if you wanna be on, what @tomferry calls, the ᴄᴏɴꜱɪᴅᴇʀᴀᴛɪᴏɴ ꜱᴇᴛ of buyers/sellers in your local marketplace. #NeverStopMarketing! Whether the market’s good, bad, or complicated—keeping going no matter what.
When 𝒅𝒊𝒔𝒓𝒖𝒑𝒕𝒆𝒓𝒔 or 𝒄𝒐𝒎𝒑𝒆𝒕𝒊𝒕𝒐𝒓𝒔 encroach on your turf — step it up! When 𝒄𝒊𝒓𝒄𝒖𝒎𝒔𝒕𝒂𝒏𝒄𝒆𝒔 impede your progress — step it up! Select your top channels and set your mind to go all-in: social media, PPC, email marketing, postcards, gifts/swag, events, etc. Start w/ one or two and add as you go. Don’t be the agent who experiences a failure to launch because they’ve tried to bite off more, marketing-wise, than they can chew.
Remember that 𝘴𝘰𝘮𝘦 is better than 𝘯𝘰𝘯𝘦 and 𝘥𝘰𝘯𝘦 is better than 𝘱𝘦𝘳𝘧𝘦𝘤𝘵. Start small, execute relentlessly, and scale.
Custom Door Hangers (to Attract Listings)
Custom Door🚪Hangers (to 𝐀𝐭𝐭𝐫𝐚𝐜𝐭 𝐋𝐢𝐬𝐭𝐢𝐧𝐠𝐬)
Want more listings⁉️ (Of course you do 😜)
In this video, you’ll hear (and see 👀) about 2️⃣ (two) different tactics Sean Ryan (@buyinwithryan) is deploying with his team in the Sarnia/Lambton, Ontario market to generate new listings.
🚨𝗦𝗣𝗢𝗜𝗟𝗘𝗥 𝗔𝗟𝗘𝗥𝗧🚨
He’s printed custom door-hangers that he and his team are door-dropping whenever listings sell in his Geographic Farm — regardless of whether or not it was his sale 😲. 𝙳𝚒𝚜𝚌𝚕𝚊𝚒𝚖𝚎𝚛: he’s in no way, shape, or form insinuating that it was his sale or taking credit for someone else’s production. He’s just reporting the news.
Also in this video, Sean talks about a concept called 𝑺𝒆𝒍𝒍𝒆𝒓 𝑹𝒆𝒕𝒓𝒆𝒂𝒕𝒔,” whereby he coordinates w/ local short-term rental properties to put his sellers up for a night (or three) when their home first hits the market and is experiencing nonstop showings.
What’s working in your market to generate listing opportunities? Please comment below and/or tag your peers to get their input.
Roadmap to Weekly Instagram Posting
Instagram’s a “𝐜𝐨𝐧𝐭𝐞𝐧𝐭-𝐞𝐚𝐭𝐢𝐧𝐠 𝐫𝐨𝐛𝐨𝐭” 🤖; it’s hungry and wants to be fed! And none of the fake or stale stuff either—only high-quality photos, videos, Stories, livestreams, and more! Do that, and it’ll reward you with broader reach for your posts.
Nevertheless, content creation ain’t no small task—at least not if you plan on producing original material. (And I’m a big fan of that idea.) Granted, they say you should post (at least once) every day. If that’s daunting, fret not. The cadence prescribed in this post will satisfy IG’s appetite for content. That said, if you have the bandwidth to do more, go for it.
⦿ 𝐎𝐧𝐞 𝐈𝐆𝐓𝐕 𝐚 𝐰𝐞𝐞𝐤 (+ 𝚂𝚑𝚊𝚛𝚎 𝚝𝚘 𝙵𝚎𝚎𝚍)
⦿ 𝐎𝐧𝐞 𝐑𝐄𝐄𝐋 𝐚 𝐰𝐞𝐞𝐤 (+ 𝚂𝚑𝚊𝚛𝚎 𝚝𝚘 𝙵𝚎𝚎𝚍)
⦿ 𝟑+ 𝐏𝐨𝐬𝐭𝐬 𝐚 𝐰𝐞𝐞𝐤 (𝙿𝚑𝚘𝚝𝚘𝚜, 𝙶𝚊𝚕𝚕𝚎𝚛𝚒𝚎𝚜, 𝙶𝚛𝚊𝚙𝚑𝚒𝚌𝚜, 𝚎𝚝 𝚊𝚕.)
⦿ 𝐆𝐨 𝐋𝐈𝐕𝐄 𝟏× 𝐚 𝐰𝐞𝐞𝐤
⦿ “𝐍𝐞𝐯𝐞𝐫-𝐝𝐨𝐧’𝐭” 𝐡𝐚𝐯𝐞 𝐚 𝐒𝐭𝐨𝐫𝐲
Mix up your formats: Posts, Reels, IGTVs, Stories, Lives, and more. Algorithmically speaking, part of how IG determines what content to show its users is based on the types/formats of content with which they’ve historically interacted. So if someone watches lots of videos, those get prioritized. If a person’s prone to swipe through gallery posts, then IG will display those more often in that user’s feed. Point is, if you want to reach the widest audience (i.e., all of your followers), then vary your content.
And one last thing... I’m certainly not suggesting this content couldn’t be repurposed beyond just Instagram. My philosophy is to get “maximum mileage” out of every post. So put your posts anywhere and everywhere it makes sense.
When to Post on Facebook or Instagram in 2021
“𝐖𝐡𝐞𝐧 𝐢𝐬 𝐭𝐡𝐞 𝐛𝐞𝐬𝐭 𝐭𝐢𝐦𝐞 𝐭𝐨 𝐩𝐨𝐬𝐭 𝐨𝐧 𝐬𝐨𝐜𝐢𝐚𝐥?” Short answer: when the majority of 𝘺𝘰𝘶𝘳 followers are active. Algorithmically speaking, both Facebook and Instagram are inclined to show users the best performing posts. By performance, they mean reactions (Hearts, Likes, et al.), comments, shares, and so forth. No surprise, they want social interaction. All this means that the first hour of a post is vitally important to whether or not it “𝚌𝚊𝚝𝚌𝚑𝚎𝚜 𝚝𝚑𝚎 𝚠𝚊𝚟𝚎 🌊” -- algorithmically speaking.
What I mean is, if you can stir up quick reactions to your next post—again, comments, shares, and so forth—it’s a signal that your 𝘧𝘳𝘦𝘴𝘩, 𝘯𝘦𝘸 𝙥𝙤𝙨𝙩 (which, keep in mind, FB and IG place a premium on “new” content) should be shown to a wider audience.
Here’s my point: you’re the most likely to get those quick reactions from 𝘺𝘰𝘶𝘳 existing followers—not from hashtags, the Explore feed, or out of Facebook Watch. Thus, you should time your posts on each respective network for when the bulk of 𝘺𝘰𝘶𝘳 followers are scrolling their feeds. Extra Credit: you should also promote each post w/ a Story and, using your discretion, tag friends/followers for whom the post is directly relevant. Point is, do what you can to get it in front of as many folks as possible without delay.
I’ve noticed lots of people expect to be told they should post at some specific, 𝗼𝗻𝗲-𝙩𝙞𝙢𝙚-𝗳𝗶𝘁𝘀-𝗮𝗹𝗹 point in a day—like a Tuesday at 9:54 AM or something. Consider, however, that there are 910-million IG users and 2.60-billion FB users worldwide. Frankly, the best time to post averaged-out means nothing. You need numbers specific to YOU.
🅰️ For 𝙸𝚗𝚜𝚝𝚊𝚐𝚛𝚊𝚖, tap 𝑰𝒏𝒔𝒊𝒈𝒉𝒕𝒔 on your (**Creator or Business**) Profile, then, under the 𝒀𝒐𝒖𝒓 𝑨𝒖𝒅𝒊𝒆𝒏𝒄𝒆 heading, tap on your follower count. On the next screen scroll to the bottom and you’ll be able to analyze days and times of day of when 𝘺𝘰𝘶𝘳 followers are typically online, per the past 7-day or 30-day period (there’s a dropdown at the top of the page).
🅱️ For 𝙵𝚊𝚌𝚎𝚋𝚘𝚘𝚔, navigate to your Page (on desktop), on the lefthand sidebar, click 𝑰𝒏𝒔𝒊𝒈𝒉𝒕𝒔, then, near the middle of the next screen, select the square titled, 𝑷𝒐𝒔𝒕 𝑬𝒏𝒈𝒂𝒈𝒆𝒎𝒆𝒏𝒕. Once that page loads, you can analyze historical and predicted patterns of when your followers are the most active.
Win Multiple Offers (with a BUYER-AGENT Report Card)
𝐁𝐔𝐘𝐄𝐑 𝐀𝐆𝐄𝐍𝐓 𝐑𝐄𝐏𝐎𝐑𝐓 𝐂𝐀𝐑𝐃; 𝙒𝙄𝙉 𝙈𝙐𝙇𝙏𝙄𝙋𝙇𝙀 𝙊𝙁𝙁𝙀𝙍𝙎
It seems like all the scripts & dialogues about winning multiple offers are one-sided, only telling buyers how 𝘵𝘩𝘦𝘺 can make 𝘵𝘩𝘦𝘪𝘳 offers more attractive to sellers but never about how the agent can leverage 𝘵𝘩𝘦𝘪𝘳 reputation in the marketplace to increase the odds of an accepted offer.
ATTN. 𝘢𝘭𝘭 buyer agents... TRY THIS:
Create a 𝒓𝒆𝒑𝒐𝒓𝒕 𝒄𝒂𝒓𝒅 based on your past successes (or failures) as a buyer agent. Make charts and graphs to display the following data points:
1️⃣ Closed 𝐗 out of 𝐘 buyer sides, past 𝐙 months
2️⃣ Cancelled 𝐗 contracts out of 𝐘, past 𝐙 months, due to 𝘪𝘯𝘴𝘱𝘦𝘤𝘵𝘪𝘰𝘯, 𝘢𝘱𝘱𝘳𝘢𝘪𝘴𝘢𝘭, or 𝘧𝘪𝘯𝘢𝘯𝘤𝘪𝘯𝘨 issues
3️⃣ 5-star testimonials and/or quotes from listing agents of past transactions
✴️ For extra credit, make a video for the listing agent and seller(s) explaining your due-diligence process to mitigate transactional complications
Remember, a seller may receive dozens of offers, but the only offer worth a penny is the one that closes. Work to position your buyers as the surest bet!
P.S. What else should go in the 𝒓𝒆𝒑𝒐𝒓𝒕 𝒄𝒂𝒓𝒅? Leave a comment, please :D
Guide to Being the Agent-of-Choice
𝗞𝗲𝗲𝗽 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝙮𝙤𝙪𝙧 𝗕𝗥𝗔𝗡𝗗: social posts, marketing campaigns, videos, calls/conversations, emails, ads, blogs, mailers, etc. Don’t stop—ever!
I get that the market is complicated: inventory is scarce, disruption is accelerating. All the more reason to dig in and position yourself as the agent-of-choice.
I want you to hear, all day, every day: “𝗬𝗼𝘂’𝗿𝗲 𝘁𝗵𝗮𝘁 𝗮𝗴𝗲𝗻𝘁! 𝙄 𝙨𝙚𝙚 𝙮𝙤𝙪 𝙚𝙫𝙚𝙧𝙮𝙬𝙝𝙚𝙧𝙚!” That’s the magic phrase!—it indicates 𝒇𝒂𝒎𝒊𝒍𝒊𝒂𝒓𝒊𝒕𝒚, 𝒓𝒆𝒍𝒆𝒗𝒂𝒏𝒄𝒆, and 𝒕𝒓𝒖𝒔𝒕 (and real estate is most certainly a 𝒕𝒓𝒖𝒔𝒕 type of business).
I can appreciate how you may be feeling burned-out or overworked, given our current conditions. My goal with this post isn’t to stir up a sense of pressure—you have enough of that, I’m sure. My goal is to encourage you to keep going strong. More content, more calls, more clients! Wishing you all the best 👊
Off-Market Listing Attraction Database Email Script (for Real Estate Agents)
We’re facing an epic listing 🏘 shortage in real estate markets across the US, Canada, and around the world 🌎 It’s causing intense bidding wars and rapidly increasing purchase prices.
During a recent mastermind session I listened to numerous top agents who, one after the next, explained how they’d been procuring listings lately. Remarkably, every tactic they shared involved straight-up hustle. I suppose that figures. After all, there’s no such thing as a 𝙘𝙤𝙢𝙚-𝙡𝙞𝙨𝙩-𝙢𝙚 𝗰𝗮𝗹𝗹. In other words, acquiring listings isn’t 𝒓𝒂𝒏𝒅𝒐𝒎; it’s 𝒓𝒆𝒂𝒑𝒆𝒅. So, if you’re willing to give it some elbow grease (so to speak), here’s an idea for you to consider!
Send a plain-text email (meaning, it should simple and unadorned—no HTML fancy stuff, etc.) to your database: friends, family, acquaintances, past clients, old/new leads, et al.
🚨🚨I’ve linked to a sample email script at the bottom of this post. 🚨🚨
Part 1:
Begin by acknowledging the inherent challenges of this market. Once again: multiple offers, escalating price points, limited inventory, etc.
Part 2: (Optional)
Share some market context. After all, only a limited set of events historically shift real estate markets: foreclosures, new construction, interest rates, and so forth. Give a snapshot overview of what’s happening at large because would-be sellers may be waiting for purchase conditions to change in the short-term, when, realistically, it could take longer than anticipated.
Part 3:
State the point that there are likely myriad sellers who would list their homes IF the ideal purchase opportunity were to present itself. If that describes anyone receiving 𝘵𝘩𝘪𝘴 email, ask if there’s a type of home they’d like for you to seek out on their behalf. Then, proceed to circle-prospect, door-knock, and/or bulk mail off-market homes, subject to all applicable rules/regulations, with the intention of scheduling “one-time showings.” (Oh yes, you knew we’d eventually hit the “hustle” part, LOL.)
Collect their wish-list criteria via a Google Form. In that same Form, ask if they have a property to sell and gather data about it. Basically, by the way, you’re amassing a registry of pocket listings.
Pro Tip: when contacting off-market homeowners, if you hear, “Well sure I’d be open to selling my home to one of your buyers—only, where am I supposed to go once it’s sold?” Say, “Tell me about the type of home you’re looking for. It may already be in my off-market registry [i.e., your Google Form] and, if not, I’d be happy to add you to my list of buyers for whom I’m actively seeking out suitable purchase opportunities.”
Remember: 𝒘𝒉𝒐𝒆𝒗𝒆𝒓 𝒄𝒐𝒏𝒕𝒓𝒐𝒍𝒔 𝒕𝒉𝒆 𝒊𝒏𝒗𝒆𝒏𝒕𝒐𝒓𝒚 𝒄𝒐𝒏𝒕𝒓𝒐𝒍𝒔 𝒕𝒉𝒆 𝒎𝒂𝒓𝒌𝒆𝒕.
I’ve composed a sample email script. Feel free to use it, edit it, turn it into a video, or whatever -- at your own discretion, of course. Just complete the form below.
How to Buy a Home When you Need to Sell Yours
How to buy a home 🏡 when you need to sell yours 🤔
The big question: “𝑯𝒐𝒘 𝒕𝒐 𝒃𝒖𝒚 𝒂 𝒉𝒐𝒎𝒆 🏡 𝒘𝒉𝒆𝒏 𝒚𝒐𝒖 𝒏𝒆𝒆𝒅 𝒕𝒐 𝒔𝒆𝒍𝒍 𝒚𝒐𝒖𝒓𝒔.” Candidly, selling sounds pretty fantastic: bidding wars, (way) over asking price offers, an so forth. However, it’s all for nothing if you can’t find a place to go post closing. The market is, to quote Tom Ferry: “Complicated.” Sellers would sell except they aren’t because they can’t find homes to purchase. It’s a circular problem. And because of that, it’s time to step-up your “knowledge broker” game (big time)!
Try this ➡️ Post an IG Reel for 10 consecutive days, each day, sharing a different option to answer the (be-all end-all) question above—i.e.., “How to buy a home when you have a home to sell.” I’ll explain it all in the video, however, here’s my 10-day list of talking points:
1. Purchase new construction
2. Buy land and custom-build
3. Try a bridge loan
4. Pull a HELOC
5. Opt to rent for a while
6. Explore less competitive areas or price-points
7. Submit a contingent offer (**not recommended, LOL**)
8. Discuss seller financing
9. Negotiate a lease-back
10. Work out an extended closing period
Remember, whoever controls the inventory controls the market. Time to go to work, friends 👊