Working a farm means staying in front of prospects and putting yourself in position to compete for the listings that are up for grabs. Email and social media, paired with leveraging your time with tech tools and services, will help keep you top of mind in your farm.
In our latest episode we shared options for email newsletters, non-real estate related emails and automatic email campaigns for specific types of prospects. Then we shared social media tactics and tools that leverage your time and allow you to keep in touch with people in your farm effectively.
With so many social media networks and types of content, it can be overwhelming to find your niche and generate actual leads through social media.
In our latest live episode we shared The Four Knows of social media:
Know Your Ideal Client - Who are they, what social networks are they on, etc.
Know Your Content- what's important/exciting to you outside real estate, whats important/exciting to your target market
Know Your Personality- Be goofy, be controversial, whatever, just don't be boring.
Know Your Medium- If you want to build an audience on a social media network, your posts have to be perfectly adapted to that medium. You can't treat every medium as another Facebook.
How do some top agents generate hundreds of leads through postcards and mailers?
Marketing consistency is the key, and in our latest live episode, special guest Chris Burnley, CEO of Corefact, shared how you can dominate your farm by sending personalized postcards linked to trackable home value sites, combined with a follow up system of calls or door-knocking.
3 Key Takeaways
We started by sharing how top agents approach their direct mail campaigns, starting with their monthly budget, their target market, their message and Call-to-Action to their online components and follow up systems. Your follow up system could be the difference between a massively successful direct mail campaign or a total failure, and top agents have great follow up systems in place before any postcard goes out.
Greg then shared what’s working for his team in the Bay Area, showing examples of their actual current postcards, including the messaging and personalized map that makes their postcards so compelling to homeowners who receive them.
Then Chris shared some of the common misconceptions and mistakes agent make with direct mail, including the “cutesy” marketing and large, one-off campaigns, and weak calls-to-action. Over years of testing, “home value estimate” calls-to-action have proven most effective in generating real, trackable responses. Agents often fail at direct mail because they make the marketing about them, when it should be about the homeowner.
We talked about how to get started with direct mail, minimum number of homes to market to and the budget required, and how to follow up on your direct mail campaigns with door-knocking and follow up calls to create the ultimate listing lead gen system.
We finished by talking about mailers in the context of dominating your farm over the long run, and how to “domino” the success of one listing or one sale into many more. The key is to look at every listing or sale as the part of the marketing process, not an event. This a universal marketing principle, and if you think in these terms, you’ll give yourself a huge advantage over other agents who don’t maximize every listing, every Open House or every sale.
Done well, direct mail can be the foundation of your lead generation efforts and help you establish a solid 15-20% market share in your chosen area for years to come. If you have a long-term outlook, a set amount to invest each month and a solid farm area with good turnover, you can become the dominant agent in your farm in just a few years, maybe even months. So get out there and start dominating!
3:30 The secret sauce that separates the top producers from those who fail at direct mail marketing- Consistency, commitment, and follow-up
6:00 Elements of successful direct mail- Personalization, Clear message, Clear call to action, and Follow-up
10:30 Sending a homeowner a message that’s important to them- Messaging that works in low inventory environments
15:10 The ultimate listing lead generation system- Combining door-knocking with direct mail and a consistent follow up system.
18:50 Why stick with old school marketing that’s been proven to work rather than chasing everything that’s new- Have a plan and trust that the plan is going to work
20:15 Why 300 homes is a good minimum number for direct mail - minimum effective spend to get started
24:30 Why direct mail is becoming even more effective as social media becomes more popular - the problem with digital campaigns and the impact of a direct mail campaign on your door-knocking efforts
33:50 How to leverage success through Just Listed/Just Sold/Open House direct mail and domino one success into many more and build your brand recognition in your farm
37:30 Why a listing or a sale is not the goal, it’s just part of the overall farming process - the goal is to dominate your market over time
38:40 Subtle ways top agents maximize their marketing potential in their target neighborhood
44:05 The secret is in follow up that has the right cadence for your market- the better your “back end” follow up system is, the more chances you can afford to take on the “front end” - your lead generation systems - People respect diligence
46:25 How to get testimonials and then leverage that content to help close leads
Holding Open Houses in your farm gives you multiple opportunities to meet potential clients and build your reputation as the neighborhood expert, and there are many ways to capitalize on an Open House.
In our latest episode we shared our favorite ways to combine high-tech methods like native videos on Facebook and virtual open houses on Periscope, with high-touch methods like neighbors-only Open Houses, door-knocking and calls to drive targeted traffic and capitalize on your Open Houses to attract new clients.
Prospecting doesn't have to be painful, uncomfortable and full of rejection. There are multiple levels of prospecting - cold, warm and hot - based on what level of relationship or connection you share with a potential client.
In our latest episode we broke down a multitude of prospecting options and methods, and gave you strategies to apply those methods to different levels of potential clients.
There are multiple "pain levels" of prospecting - And every agent can find a pain level they're comfortable with, and pain also refers to the level of relationship you have with a potential client.
Each pain level has some unique prospecting methods - however, many methods can be tweaked to serve multiple pain levels.
You can use technology for a variety of purposes, but it will replace or outperform high-touch methods like phone calls and pop-by's.
We talked about prospecting methods ranging from old school techniques like outbound calls and door-knocking to high-tech options like Blab.im, SlyDial, Google Hangouts, BombBomb videos sent via text and much more.
We even shared how to use Zillow's Make Me Move feature as a 'secret MLS,' what other top agents around the country are doing for lead follow up, and methods for keeping in touch with your sphere of influence through Facebook and happy birthday videos.
Now that you have your menu of prospecting methods, and the pain levels they fall into, just pick the prospecting methods that work for your comfort level and get out there and start meeting potential clients!
8:54 Prospecting doesn't have to be painful and uncomfortable - Options for Cold Prospecting
12:00 Why "cold" means your prospect's level of comfort and relationship with you - How prospects move from cold to warm and hot
18:00 How to use Zillow's Make Me Move feature as a secret MLS
22:00 Warm prospecting- Pop-by's and Greg's other favorite warm prospecting methods
24:25 What top agents do for warm prospecting and lead follow up
27:25 More options for warm prospecting- Sending personal happy birthday videos via social media
29:30 Hot prospecting- Sphere of influence, past clients, anyone you have a basic relationship where they know who you are and what you do - Options for hot prospecting
33:30 Keeping in touch via FB by uploading segmented lists of contacts and commenting/liking posts on a regular basis - Handwritten notes and how Greg used to get Thank You notes for his Thank You notes
Stop chasing clients and start growing them. One of the best ways to grow clients is by building a platform and putting out content on a regular basis. Done right, your platform works 24/7 to position you as the neighborhood expert, blow away your competition and attract your ideal client. In our latest episode we covered the main ways to build a platform for real estate agents, and the mediums you can use - written, audio and video content.
1. Find your medium first - What you are most drawn to and best equipped to produce- written, audio or video content.
Set a regular schedule to put out content- Whatever you decide to do, do it consistently
2. Make it easy on yourself to create content - watch what top agents are putting out and look for opportunities in your daily life to share information that people in your farm will be interested in
We started by sharing Greg’s story of transitioning from very traditional farming, with door-knocking, mailers and brand marketing like moving trucks, over to video blogging, email newsletters and other high-tech forms of marketing. Then we outlined what a “platform” is and why you should build one and start putting out content.
We talked about how to pull together your own email list from different sources, why use LinkedIn to build your email list, and why you shouldn’t worry about sending your content out to your entire contact list.
Then we shared how to get started with a written blog, some options for hyper-local and micro-niche blogging to position yourself as an expert, and explained why consistency is so important when it comes to your platform. We moved on to audio blogging, also known as podcasting, gave you the optimal running time for a podcast and shared some options to outsource the technical work and get your podcast syndicated to iTunes.
Next we went deep into video blogging, screensharing Greg’s actual Bay Area Real Estate Video Blog, including all the different topics Greg has covered and video series he’s produced, which range from market updates and local business profiles to “Why You’re Wrong About Real Estate” a series of myth-busting videos for buyers and sellers. We also shared how to use native video on Facebook and how to use social media networks as your platform rather than your own website.
We finished by giving the key to dominating a farm area with blogging and two different FREE sites where you can detailed stats, demographics and interesting market information to share. This is a topic that’s near and dear to both of us, so we had a lot of fun while covering a lot of ground. We know there’s a lot of options and it can be a little overwhelming if you’re a solo agent, so our best advice is just Get Started!
4:25 Shout-out to listeners and people who have reached out to Greg for personal advice
6:21 Greg’s transition from traditional farming to building a video blog platform to communicate with their past clients and farm areas
9:00 Don’t be scared to email your content to your entire contact list - Those who aren’t interested will unsubscribe (and it’s usually a low percentage)
11:45 Written Blog- options include area-specific, community or farm area, or niche topics such as school districts, youth sports, churches or other hyper-local topics
14:50 The key to blogging is consistency
16:15 Audio blogging, or podcasting, and options such as turning your videos into podcasts, using Soundcloud to publish your audio, or using Libsyn to syndicate to iTunes
20:15 The optimal time for a podcast is 22 minutes
21:00 SCREENSHARE: Greg’s Bay Area Real Estate Video blog, including the topics Greg uses in his videos, including market updates, myth-busting videos for buyers and sellers, testimonials, local business spotlights, community events, etc.
27:45 More ideas for local videos - School profiles, local business and non-profit profiles, public service announcements (weather, potholes, etc.) contests, client appreciation parties and more
31:00 Greg’s experience posting New Listing and Open House videos straight to Facebook, using Periscope and Blab.im
35:27 Using a social media network as your platform rather than a website or blog - What to talk about in your videos or blog posts
39:14 The key to dominating a farm area with blogging - Two different FREE sites where you can get detailed stats and demographics information you can share on your platform
Any agent who wants to farm a neighborhood runs into dominant agents - do you take them head on? In our latest episode we share strategies to outflank that dominant agent so you don't spin your wheels competing directly against them.
The first step is to go after the low hanging fruit - buyers - and get ahead of the buyer population moving into that neighborhood, and we shared some ideas for bringing buyers into your target neighborhood, throwing housewarming party and meeting new potential clients, including a unique tech tip for getting cell phone numbers instead of giving out your business card.
We also shared other strategies for outflanking a dominant agent such as door-knocking, email newsletters with HomeActions, attending events in your farm area, prospecting Expireds/FSBO's and more.
We see so many agents trying to grow their business by dabbling with things other agents are doing, trying something once and then moving on.
Building your business on prospecting that doesn't suit you is unsustainable - inevitably you hit a ceiling where the only way your business grows is by you doing more of what you're unsuited to do.
In our latest episode we share a better way, which is to start with your personality and select from the spectrum of prospecting - cold to warm to hot - to find the prospecting methods that work for you.
The pop-by is exactly what it sounds like - you “pop by” someone at home. This works great for anyone in your sphere of influence, including current and past clients, referral partners, friends and family, and even prospects you’ve been in contact with.
In our latest episode we talk about the beautifully simple, old-school tactic known as the pop-by. Greg inherited his love of the pop-by from his father Terry McDaniel, a 40-year veteran of the business, who masterfully used the pop-by to keep in touch with past clients and sphere of influence to generate referrals.
We talked about the mindset of the pop-by, such as WHO deserves a pop-by, why you should even do them and how to approach them with the confidence of knowing that people honestly want to see you.
Then we shared some specific scripts for breaking the ice, starting conversations and wrapping up your pop-by with powerful questions that add value. We also shared proven ideas for value-add items to bring, and what to leave if no one is home.
We finished by sharing a powerful script called The Carousel, which you can use to generate solid leads off pop-by’s, and how to use personalized messages and videos on Facebook as a “digital pop-by.”
By the end of this episode you’ll be armed with the mindset, scripts and tactics you need to effectively use pop-by’s to generate leads and referrals!
5:00 Results from October’s high-intensity prospecting program - Greg’s two-step listing process - Using TouchCMA for professional-looking CMA packets and follow-up
8:45 Outsourcing paperwork so you can focus on lead generation - How Jeff Cohn hired a TC as his first hire
11:45 Mindset of a pop-by - What it is and why make it part of your lead gen strategy
15:45 Who deserves a pop-by?
17:35 Scripts for a great pop-by - How to bring value and transition into the FORD script
22:30 Idea: Use Zillow Zestimates print-outs with handwritten notes as leave-behind items
26:37 How to overcome the anxiety of feeling like you have to steer the conversation
28:07 FORD questions are better than scripts for pop-by’s - Script for answering the question, “How’s the market?” -
31:00 How to smoothly exit conversations and leave - 3 script ideas for wrap-up questions that add value
32:00 How to use personalized Facebook messages or Facebook videos as a “digital pop-by”
37:00 The Carousel Script- How to use pop-by’s to generate solid leads - How to introduce yourself to those leads and put them into a follow-up process
In our latest MiniHangout, we talk about the elements of a killer farm, starting with an area that you LIKE to sell in. It's so important to have a genuine passion for the homes you're selling because it comes through in every aspect of your communication.
We also looked at turnover rates and demographics, making sure they match your age group, experience level and have enough turnover to justify staying in front of that market consistently. Number of homes is also important, and most people get this wrong. Check out the Replay to learn why!
In our latest MiniHangout episode, we shared how to make outbound calls in an authentic way and even insert deliberate pauses and missteps to make the calls sound genuine.
People often sound too scripted, slick or monotone, but it's much better (for you and the prospect) to sound genuine and authentic to build trust and interest in what you have to say.
We even did some live role-playing through an example, so be sure to watch the video and take notes on little phrases you can incorporate into your outbound calls today!
In our latest episode we shared our takes on Daily Success Habits and recommended our favorite books for general success and self-development. We covered everything from morning rituals like meditation, exercise, goal-setting and review to bigger success concepts like eating your frog, timeblocking, habit-stacking and knowing your ONE thing.
We started this interview by sharing our favorite books on success and other sources of self-development material such as Success Magazine and Tai Lopez’s 67-day program. Then we talked about what it means to be mediocre and how to break out of behaviors that lead to mediocrity.
Then we each shared our morning rituals, common points include meditation and breathing exercises, journaling, reviewing goals and gratitude lists. We went deep into timeblocking and how to stick with your scheduled timeblocks, the role of Big Hairy Audacious Goals and why Greg wrote BHAG his on his shower wall in lipstick.
We finished up by sharing keys to keeping yourself motivated and on track, such as Matt’s Motivation Portfolio, key questions, knowing your ONE Thing, using daily rituals as triggers and how to give yourself small rewards.
We both have a passion for self-development which feeds our passion for helping agents develop themselves, and this episode was a great forum for the best self-development principles we’ve learned. We hope you enjoyed this special episode and put some of these principles into practice!
[4:30] Greg and Matt’s book recommendations
[7:45] What is mediocrity?
[9:20] Greg’s morning mindset and ritual
[10:45] Matt’s morning ritual
[13:45] How to look for ways to build happiness into your day especially when doing unpleasant tasks
[16:30] How to reward yourself to stay motivated and focused on business building activities
[20:15] The real challenge with timeblocking - Honoring the timeblock especially when it comes to prospecting and business building activities
[24:50] Why you must know your Big Hairy Audacious Goal, Greg’s BHAG and why he reviews it daily
[29:00] Matt’s Motivation Portfolio with key maxims and questions - Daily success rituals and the Power of Full Engagement - Using consistency to turn rituals into triggers that put you into productive states
[32:00] The power of daily gratitude and rest and their affect on your decision-making and creativity
[38:00] Greg’s vision board and motivational items behind his desk - Greg’s ONE Thing
[41:35] How Greg “eats his frog” - Simple meditation and breathing exercises and how they contribute to a calmer, more productive mindset and daily rhythm
[48:15] Greg’s experiments with meridian tapping and energy clearing exercises
[51:00] Where meditation and breathing exercises fits into Biblical theology - Success is something you attract by the person you become
[55:14] Why you must find your own BHAG that motivates you to get out of bed and attack the day
In our latest minihangout episode we talked about how to use live streaming video to connect with potential clients online.
We covered how to use Periscope to broadcast short videos about your daily life and real estate topics; how the Cameo feature in Meerkat lets others take over your video stream (and vice versa) and how Blab gives you the ability to host live video conversations with up to 4 people.
Our latest MiniHangout episode focuses on working events in your target neighborhoods, ideas for small monthly events you run yourself and easy ways to brand yourself so that people can start conversations with you.
In our latest episode we share high-tech and high-touch ways to generate business, including circle prospecting with a buyer need, follow up with old leads, and using custom cover photos and native video to attract attention on Facebook. We also share the early results from the intensive 30-day prospecting experiment we're running this month.
Your three key takeaways:
Here are the show notes with timestamps so you can jump to the sections that interest you.
[2:00] QUESTION: How to deal with the home value question you encounter when door knocking a luxury Expired listing
[8:55] Unique places to find pieces of valuable content you can bring on your follow up calls
[11:00] Whats working right now: Circle prospecting with 'inside information' and buyer/investor need
[14:45] Follow up with 5 people/wk of any kind - How Greg is generating NOW business w/follow up
[17:00] What's working for top agents: Working 6-month old leads, internet buyer leads and old Expired's, how to find old Expired's through services like The Red X
[18:30] How to approach a top agent in your office to work their leads for business in exchange for a referral fee
[23:00] Tech Tip: How to use your Facebook cover photo and Canva to promote Open Houses, new listings, market reports, buyer needs and events right on your Facebook page
[27:15] How to use short native-upload videos to keep in touch with people through social media
[33:30] How to use Facebook native video to promote upcoming listings - HINT: the trick is to get in-depth on what's exciting about the listing and tag everyone that might apply- the clients, your broker, other agents on your team, friends in the business who work with buyers in that area, lenders, etc.
[37:00] How to ask neighbors to shoot a quick video with you sharing what they love about the neighborhood. This type of video is amazing to show potential buyers as they walk through your Open House
[41:00] Idea- Shoot your video using Periscope or Meerkat first, save it to your phone, then upload it to Facebook and YouTube (separately) to take advantage of all phases of video - Live, native Facebook and long-term YouTube content where people can find you months or years from now - How to optimize your YouTube videos so they are easy to find.
[43:30] Time frame to close on internet buyer leads- Be prepared for 4-6 month turnaround from initial lead to closed deal
[46:15] High-touch ways to generate medium and long-term business - work with developers and builders, develop relationships with professionals in other industries who work with homeowners prior to them needing a Realtor
[49:00] Top agent idea- How Sasha Farmer develops relationships with local companies by offering concierge and city tour services for executives flying in for job interviews.
[52:30] How to turn hobbies into sources of long-term business
In this 15-min Google Hangout we'll take aim at the habits that are killing your career and how to build new habits that will propel you to success.
In this short 15-min Google Hangout we'll talk with developer, builder and agent Matt Clawson about his experience bridging the worlds of development and sales.
What developers + builders expect from an agent
What kind of research you need to do
How to present deals
In this short 15-min Google Hangout we shared:
Scripts for circle prospecting
What to do when you have no listings of your own
How to make 100+ calls an hour
How to get contact info from people you reach on the phone
Thanks for watching this special content-packed mini episode of Real Estate Uncensored!
In this special LIVE Hangout, we're joined by Jeff Cohn, one of the most systematic and innovative prospectors I've run across, and he's going to share his best systems for taking listings.
Even while building his team, Jeff personally sold over 50 homes in both 2012 and 2013 before he stopped working with clients to focus on his team. His team is now #1 in Nebraska and is on track to sell over 500 homes this year (!!!), so Jeff has some amazing systems and concepts to share.
During this live hangout you'll learn:
How to create a cold prospecting system of 90-minute blocks so you generate listings from multiple sources and avoid boredom and burnout
How to create a database prospecting system for your sphere and past clients, including scripts for TEACHING people to refer you business
Why you should go on 5 appts/wk, even if it's NOT with potential sellers
Scripts for Market Update calls and Value Add calls (Value Add calls are the key to getting the most out of a small databas
How to SCALE UP your lead generation efforts by combining your database and cold prospecting systems together with a transaction coordinator to take the maximum number of listings
How to start setting up your support and admin systems that will allow you to focus on prospecting and bringing in new business
It's going to be an exciting, fast-paced Hangout, and we're leaving time for Q&A at the end, so RSVP to watch and and type in any questions you have right on the Event page.
We're joined today by Bay area lender Tony Mendes to talk about low inventory and how to make a strong offer by using a lender and agent working closely together.
In this special live interview episode, we’re joined by top agent and team leader Jamie Cox, founder of the Jamie Cox Group of Las Vegas, NV. After a background in real estate investing in Florida, Jamie entered the Las Vegas market around 2008 by transitioning from investor to agent specializing in short sales. From there Jamie became a successful solo agent and experimented with building a team.
Jamie walks us through his experience building and exiting his real estate, shares his biggest mistakes along the way, such as hiring a buyers agent with no training or accountability systems, and his current role providing vision, systems and support. He also shares some drop dead simple scripts for circle prospecting, explains why this is the heart of his team’s lead generation strategy, and takes us through their simple, effective, personalized follow-up process for leads.
Here are your three key takeaways:
Don’t bring on a buyers agent until you can provide training, support systems and accountability
Circle prospecting is an extremely effective and predictable lead generation strategy - They know for every 750 dials and 100 contacts made they will take 1-2 listings
Track leading indicators, such as dials and contacts, rather than lagging indicators like listings taken or closings, so that you can make adjustments well in advance of problems
Resources & Links
Facebook Group- REALTOR Lead Generation Tips and Strategies
Jamie Cox Group- For referrals in the Las Vegas/Henderson Area:
[3:30] Jamie’s background as a real estate investor and how the real estate crash steered Jamie into the agency side of real estate
[5:30] How Jamie used a daily YouTube show to generate short sale leads and sent referrals to agents all over the country
[9:05] Jamie- “There’s someone succeeding with every lead gen strategy - it’s really time on task over time and making the commitment to stay focused on one and it works.”
[9:40] Why Jamie’s first experience bringing on a buyers agent was one of his biggest mistakes, and how systems and training were the key to making buyers agents work for you
[16:30] The key to the growth of Jamie’s team: his mindset shift from focusing on providing leads to providing systems, structure and accountability; How Jamie’s team is structured so that everyone prospects and focuses on listings
[20:05] The responsibilities of Jamie’s agents and support staff that allow agents to make a true net income while doing NOTHING but prospecting, run listing appts, maintain the relationship with the seller and show up at the signing
[25:00] How Jamie compensates his support staff, and why his admin asked for an annual bonus based on profit, rather than taking her bonus monthly
[26:30] Why circle prospecting is the HEART of the team’s prospecting, and how they use Cole Realty Resource and SalesDialers, a 4-line dialing system, integrated with Follow up Boss
[32:40] Drop dead simple circle prospecting script -”Hey we just sold a house around the corner, we’ve had a lot of activity, so we thought we’d call around the community and see if anyone else had thought about selling.” Plus a simple script for getting permission to follow up later.
[34:15] How Jamie’s team uses very simple, personalized touches with calls and handwritten thank-you cards, managed by Follow Up Boss, to nurture leads and solidify relationships. NOTE: virtually every listing appt they go on, the agent will see one of their thank you cards sitting out
[37:00] Ideas for working with local businesses and vendors to add value to clients and prospects and build relationships
[40:15] How Jamie withdrew himself from working with clients - why the biggest challenge was letting go of listing appts and how he focused on systems and becoming a better leader to overcome that challenge
[43:50] How to make $100k per year with only 20 contacts a day
[47:15] How Jamie tracks leading indicators- Circle prospecting in their market: 750 calls = 100 contacts, 100 contacts = 1-2 listings, very predictable over time, and how the team uses Google Spreadsheets and Klipfolio to track their numbers
Real Estate Marketing & Sales Training Podcast
On the latest audio episode we’re joined by Greg’s father and mentor, Terry McDaniel, co-founder of the McDaniel Callahan TEAM in Danville, CA. Terry has over 40 years of experience in the business and his personal contacts read like a Who’s Who of real estate: Tom Hopkins, Howard Brinton, Mike Ferry, etc.
Here are your 3 key takeaways from this episode:
How to use high-touch methods like door-knocking and why they still work in real estate
How to use a concierge approach to providing value to your prospects and past clients that goes way beyond helping them buy or sell real estate
How smart prospecting is going to radically change how we attract prospective clients and make salespeople more efficient and effective
Mastering the Art of Selling Real Estate - Tom Hopkins
Real Agile (soon to be relaunched as Smart Prospecting)
Here are the show notes with timestamps so you can jump to the sections that most interest you:
[3:49] Terry’s first year in real estate knocking doors in Boulder, CO
[10:11] “No is not a NO, no is a conditional YES” a better mental approach to prospecting
[13:30] Keys to a great sales mindset- Approaching prospective clients as if you have the cure to polio; Question assumptions; Having a compelling inner purpose
[20:30] Why the real estate business needs to be turned upside down, and why the business is heading toward mega teams with salaried salespeople
[22:42] Why you don’t need a big company name behind you to “rent space” in the mind of a certain part of your marketplace
[28:36] Why you should NOT work with everyone
[29:30] The “Housing Concierge” concept and practical ways to add value to past clients and sphere
[35:38] How simple honesty and a consultative sales approach will separate you from every other agent a prospective client may speak to
[39:00] A high-tech predictive analytics model Terry is working on that will help agents narrow their prospecting to only the most likely sellers
[43:45] Why you must replace 25-30% of your business every year and daily prospecting is the key to replacing the inevitable turnover in your database or sphere of influence
[49:15] Why prospecting and door-knocking should be rephrased “business development”
[50:30] How their team sends out their listing agreement electronically instead of signing papers at the end of the listing agreement
[53:45] Why the best salespeople work with coaches
[56:00] Why the future is using smart prospecting to expose those with the highest propensity to buy and sell, allowing salespeople to focus and build real relationships with them and be more effective salespeople
In this special audio episode we’re joined by veteran real estate trainer and speaker Scot Kenkel.
Scot has a very interesting background; he started by immediately disrupting the industry’s business model and building a team modeled after the home improvement company model.
Scot shares his approach to building relationships with prospects and providing value, which allowed him to use calling assistants to set appointments for his agents and dominate listings in his area in a very short period of time. Scot went on to train other teams and brokerages these same concepts, and now shares his message through his podcast How to Sell More Houses and his Painless Prospecting workshop.
Here are your 3 key takeaways from this episode:
Why leads are like meth to average real estate agents
How you should focus on bringing value in your prospecting instead of focusing on outcomes like appointments or listings
Why you shouldn’t count on your broker for much of anything
Scot’s Website and back episodes of How to Sell More Houses:
Painless Prospecting Workshop:
http://www.howtosellmorehouses.com/the-painless-prospecting-process/ enter the word UNCENSORED to receive a special discount on the workshop
Here are the show notes with timestamps so you can jump to the sections that interest you most:
[1:30] Scot’s background as an investor and then as team leader and his successful experience bringing the home improvement business model into real estate
[6:15] How Scot’s approach enabled him to take more listings than his entire office combined, and how he dealt with the blowback from agents in his office
[9:30] How most brokers treat their agents with a hands-off approach, and in the process, putting clients at risk by allowing their agents to be untrained, unsupervised and unsupported
[13:15] Scot’s ideal real estate training system- an apprenticeship model - and why the current system is broken compared to other systems that use independent contractors as salespeople
[22:30] Why showmanship and consultative sales is the highest value skillset in the industry, and why that role must be separated from the lead generation/appointment setting role
[27:50] The easiest way brokers can immediately raise the productivity of their office, and why leads are like meth - the ultimate leverage over agents in your office
[34:00] Why the recruiting process for a new agent should include a 60-90 day apprenticeship relationship in which they start to build skills, including appointment setting and door-hanging, all of which can be done without a license
[39:30] The 2nd stage of the apprenticeship process - going with a listing agent to observe 10 listing appointments, so they learn through observation and review, then leading the next 10 appointments with review by the mentor agent
[43:00] Why agents should have to prove their ability to build rapport and change behavior - and why you should conduct an initial phone interview with a prospective agent to test those abilities
[48:50] How to get Scot’s Painless Prospecting workshop and special discount for Real Estate Uncensored listeners
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Special interview with Chuck Lamb, manager of Rossmoor Realty, a life time Director of the California Association of Realtors. Chuck recently completed a term as Regional Chairman for the Contra Costa Region of the California Association of Realtors.
Here's the show notes so you can jump to the sections that interest you most:
[4:27] Why agents are struggling in low inventory environments and how to compete in multiple offer situations by helping the buyers make a great offer
[7:26] How to prospect off-market properties to literally create your own market for your buyers
[8:29] Using Zillow and Redfin features to find off-market properties
[11:25] Best quote: “It’s not who you know that counts, it’s who knows YOU and thinks of you when it they think of real estate”
[12:00] How to use information as a “horse to ride on” to add value to your database and stay top of mind - Plus resources like RealtyTimes and HomeSnap to gather that info
[18:30] How to use Calls-to-Action in your marketing and communication - plus a great idea for a powerful report you can produce for your database or farm area and the benefits of editorial articles in local magazines to build credibility and generate leads
[25:00] Simple ways to talk to 10-15 people every day and grow your database
[29:35] How to attract new clients with Open Houses and what to look for in the TYPE and QUALITY of home you hold open. Picking the wrong home won’t gain you up any clients.
[34:42] A powerful way to leverage a relationship with one boutique builder into FOUR potential deals
[40:00] Simple, powerful closing gift ideas
[42:30] Why you MUST spend 30% of your time in some type of prospecting mode
[46:30] Chuck’s book recommendation: Hard Optimism: http://www.amazon.com/Hard-Optimism-D...
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