The way customers treat us is a reflection of the way we treat them, so when we commodify them, they will do the same to us. How do we start prioritizing rapport and relationship over transactions and deals? What kind of collaborative marketing relationships should we be on the lookout for? How can we generate at least $100,000 worth of business from our sphere? In this clip, author, coach and mortgage officer, Scott Groves, talks about the one way we can maintain our value to the market.
If Realtors and lenders are setting up their referral situation as some type of pay-to-play, I think in some way that attitude gets conveyed to the client. -Scott Groves
Why we should go to prospects with a relationship, not a transaction in mind
If you treat people like a commodity, don't be upset when prospects treat YOU like a commodity. When you’re doing your business in a relationship style, it automatically bleeds through to the way clients feel about you and how loyal they are.
The world is moving toward cooperative and collaborative marketing.
There’s always room for us to partner with local business who also want to be in front of our target market and actually share the cost of marketing.
If you're famous with 50 people, you can make a million dollars next year.
Before you go investing in Facebook, Instagram and other marketing tactics targeted to new people, make sure you’ve tapped out your sphere and the people that already know you. Reach out to 10 people on your Facebook friends list a day and you’ll be surprised to get a lot of business out of that.
If we make our prospects feel like we’re transactional or too focused on the deal, they won’t have any qualms going out to find a discount broker. To avoid this, we have to build a relationship, and show that we’re in it for the long haul. It’s also necessary to deepen the relationships we have with the people who are already in our sphere before we reach out to the market cold and invest in marketing and advertising. Make yourself famous with your close circle, so you’re the first agent to come to mind and then work your way outwards from there.
Scott is a nationally recognized loan officer & coach. He is also the author of the book “Lead Generate: 61 Days to Double Your Pay”. For nearly 20 years he has been providing quality mortgage products, coaching, and management to his clients & collaborators across the country. By fostering close relationships with real-estate agents, buyers, and loans officers - Scott has built a career out of providing exceptional value. His business philosophy has always been a simple creed: do the right thing for the client and serve his Community. Helping clients find mortgage solutions, growing loan officers both personally & professionally, and assisting professionals grow alternate source of revenue his primary focus. Go to meetscottgroves.com for more information.
Find his book on Amazon.
Genuine connections remain the lifeblood of any successful business, but most people are only using social media to get attention. Why is it so important to make our marketing build relationships with people? How do we use new developments in social media to deepen our existing relationships? On this episode, we continue last week’s conversation about getting back to the marketing basics, which is building and deepening relationships instead of being transactional.
The only thing that can’t be kicked down the road is an interpersonal relationship with somebody. -Greg McDaniel
Three Things We Learned
How we can leverage YouTube
On Instagram most people consume videos without sound unless it’s really juicy. YouTube is the opposite people go there to consume content you want to see and hear at the same time. If we want to publish content that needs people to hear and see us, YouTube is the best choice.
How social networks shift with time
As a social media network gets more popular, there’s a curve where it’s shiny and people are open to connecting with new people. And then as people try to sell us something or bots enter the picture, we start to shut ourselves off from new connections.
The importance of building new relationships by deepening existing ones
When we think about all the new tools and things that are changing in marketing, our first inclination is reaching out to new people using these tools. What we should actually be doing is reaching out to the people who already know, like and trust us and then leveraging them to get in front of people who don’t know us who can get introduced to us by the people we know.
For most people using established social platforms, talking to new people isn’t something they aren’t interested in because of just how many people are out there trying to sell to them. Social media has become a place they communicate with people they know. If we want to rise above this, get people to spend time with us online, and eventually get into our real world, we actually have to connect with them right from the start. The more we can shift our intention and attention to building relationships first, the less we might be blocked out by people for being a stranger. What people remember is how you make them feel, and social media can be decent for getting that started if we leverage video, but the connection will still be necessary and that’s what we should be driven by.
As we head towards the new year, it’s time for us to refine our marketing and gear up for dominating and growing our business in 2019. How do we market correctly to the people who actually identify with our brand archetype? What lesson can we learn from the mind-blowing Payless “Palessi” campaign? On this episode, Gene Volpe joins us talk about some marketing strategies we can employ in 2019 to get more results and connect with more people.
We leave a lot of money on the table of the cutting room floor of content we’re already creating. -Greg McDaniel
Three Things We Learned
A recent change in Instagram’s algorithm
In the past, our follower-following ratio was a huge determinant of how highly we ranked on Instagram. It determined how important people think we are, and how good they think we are at our jobs. Instagram has made changes and now it’s not as important.
How to boost our door-knocking with the online space
We can use door-knocking as the beginning of a campaign to retarget the people we see online. The race is getting as much valuable information on your prospect as possible and that means having something valuable, so they are willing to give you their email addresses so we can retarget them.
Why we have to be careful about how we market
All attention is not good attention, all publicity is not good publicity, unless we want to be polarizing. Real estate agents don’t convert on polarization, they convert on trust and credibility so we have to be careful not to take too many marketing risks.
Any marketing strategy going into 2019 has to have video at the top of the list. There is no way to get more followers or grow our business without it. Facebook advertising is still relatively cheap so that’s another tool we have to include in our battle plan. We have to have a presence on Instagram that shows people who we are and gives them something to relate to. If we market to people who identify with our brand archetype, we will see way more results.
The ability to be a connector is very useful and can help us grow our businesses. How do we find valuable ways to successfully connect with people who can help us level up? What are some of the mistakes people make when they try to reach out to people? How do we find the intersection between what we’re passionate about and what’s valuable to other people? On this episode, we are joined by Justin Zimmerman and Internet Marketing Party founder, David Gonzalez to talk about how we can use connections to build stronger businesses.
You can’t just do something you’re passionate about. You have to find something that solves a problem for someone else. -Matt Johnson
Three Things We Learned
The connection between advice and context
Advice always has to be seen and thought about in context of the person giving it and receiving it. If a solopreneur is being advised by a person with a multimillion dollar business, it’s important to know that the advice is in the context of a large business and it might be very different to the advice the solopreneur needs.
How to test your passion in a certain area
Most people think of marketing in the short-term. When it comes to making a better decision, it’s important to ask ourselves if an idea or strategy is something we’d be happy and comfortable doing for the next 3-5 years. Imagine doing only that and nothing else and be very honest with yourself about whether that’s something you can see for yourself.
A primer on how to connect with successful people
When you’re trying to connect with someone, create a context so that you can have an opening in conversation that isn’t just asking something. You can contact just about anyone if you do it in the right way and they get value out of it.
The secret to being a super-connector is finding a way to talk to people that will actually bring value to them. The biggest mistake we make when we’re reaching out to people is that we don’t understand that value is the currency that drives those relationships forward. Reaching out to “pick their brain” won’t be good enough. We have to deploy whatever assets we have, whether it’s intellectual or social to make them want to engage with us.
David is the founder of Internet Marketing Party, go to https://internetmarketingparty.com/ for more information or check it out Facebook https://www.facebook.com/pg/InternetMarketingParty/posts/.
Most agents don’t want to talk to For Rent By Owner prospects but they are actually an untapped source of quality leads that are still open to talking to us. Is the dynamic of the call different since they aren’t getting hounded by multiple phone calls? How do we use FRBO leads to build long-term relationships? On this episode, we talk about how to generate high quality leads through For Rent by Owners.
FRBOs are open to having a conversation with you, as long as you’re inquisitive and there for their best interests. -Greg McDaniel
Three Things We Learned
Why FRBOs are a win-win
Whatever answer you get from a FRBO is a win-win. First you’re building a relationship. Secondly, you can help them rent out the property. You won’t make a lot of money but you will build a relationship with someone who can bring in more business in the long-term. If they say no, go in for the real kill and ask them if they are interested in picking up another rental property.
Why FRBOs are less resistant than other leads
There’s a lot less resistance with FRBOs than any other lead type. Their minds are already in the real estate realm so you don’t have to start or restart a conversation with them.
The power of follow-up in the FRBO strategy
FRBOs, if done right, are going to create long-term business opportunities with multiple leads. But if you’re going to talk about a long-term strategy, the fortune is in the follow-up. We have to stay top of mind by scheduling our communication and reaching out.
If you want to build a portfolio of investor clients who are always looking to buy, even when the average consume is scared out of their minds FRBOs offer that opportunity. They will still want to jump into the market even when it’s shifting and they are already thinking of buying and selling so it’s easier to build rapport. Right now is the time to lay foundation because no one is calling them right now. If we can think of it as long-term business, these relationships can be very fruitful.
As we head into 2019, it’s important to prospect for now business, but to also lay the groundwork for future business. What does it take to do both? How can you use market data to stay in touch in a more specific way? How do you create content that helps us get more contacts? On this episode, RedX head of content, Justin Zimmerman, joins us along with agent Ray Stendall to talk about staying relevant, valuable and sharp as the industry shifts.
The criterion for a good agent is someone that can really represent and explain what is happening in the market at that time. -Ray Stendall
Three Things We Learned
Multiple contact produces more detailed data
You really have to test the market out in the area you prospect so you get an idea of the nuances and unique characteristics. That means calling more than once, and calling at different times.
How to create content that’s worth bookmarking
Identify the big problem your market is facing, come up with simple outline structure with a hook to get people interested, and an introduction to establish your expertise.
FAQs vs. SAQs
Frequently asked questions are usually asked by someone who doesn’t know much about the inner workings of transactions and real estate. Should-ask questions are more of industry insider’s knowledge, what a high level agent should know. Create content for both.
The heart and soul of NOW business is being disciplined and consistent in getting on the phone, knowing your scripts and being relentless in your follow up to get people to an appointment. Once you’re in that appointment, you have to line up your tools so you can bring value. One of those tools is our market knowledge and expertise. It is the last bastion of value for real estate agents in an age where we’re being squeezed.
Justin Zimmerman is the director of content development at REDX and a content strategist with a background in real estate. He started off in real estate at 24 and built a software that took local MLS housing data and transformed it into a format easy to understand both by buyers and sellers. This helped him gain a competitive advantage in a profession where the average age was 47.
His software was so successful that he started training other agents to become Certified Market Advisors and went from being a simple agent to managing 51 people.Today, he uses his real estate and marketing knowledge to help agents create content that eliminates the need for prospecting and builds a strong database.
Read about how to become a listing machine here.
Ray is an agent and the founder of Elegant San Diego Homes. Go to https://www.elegantsandiegohomes.com for more information. Get FREE access to Ray’s tracking sheet for daily prospecting email firstname.lastname@example.org.
Some people look at things like Facebook ads and video content related to our listings as doing more than what’s required. What is the difference between being active and passive when it comes to selling a home? What is our role as agents in getting a home sold? What determines whether a home gets sold and how much control do we have over it? On this episode, we talk about what every agent worth their commission should be doing and why this stuff makes a difference.
The underlying idea that if we just deliver great service everything will take care of itself is a reassuring lie. -Matt Johnson
Three Things We Learned
Why the best product doesn’t always sell the most
We tell ourselves the lie that the best product is what sells most but this is usually never true. The product that gets to first in our minds wins. The listing agent who dominates the neighbourhood wins, even if they suck.
Why you have to think of the home as a product
Crappy pictures that don’t show off interesting and compelling photos of the features of the property won’t sell the home. You want to make sure people have a good first impression of the home because no matter how good you are as a salesperson, if you can’t make the house look good on the MLS, you’re wasting your time.
How to set ourselves apart
Getting as many potential buyers into the house at the same time in the shortest period of time is one of the things we can do to set ourselves apart in the market.
Being passive in marketing a listing is basically putting it up on the MLS and just hoping someone sees it. Anything you can do to create buzz is going to be active and that means putting on your marketing strategist hat and working with the seller to put that house in the best position as a product and so when you do put it on the MLS it attracts the right people. That’s part of what we’re being paid to do. Not doing this means we just won’t sell anything, no matter how good we are.
If we’re thinking of freeing up more of our time, chatbots are a great way to automate our marketing efforts, but we have to be careful not to turn them into virtual answering machines. What are some of the ways people are misusing chatbots? How do we build rapport, and find the people that are worth talking to and who is really motivated? On this episode, marketing expert Zach Hammer shares how we can get the most out chatbots.
Don’t think of chatbots as automating communication. Think of them as a way more effective landing page. -Zach Hammer
Three Things We Learned
People are misusing chat bots to automate conversations that people aren't interested in having.
Just because chatbots make it possible for us to to automate conversations, that doesn’t mean we should put every single conversation on them. We shouldn’t automate conversations people don’t have or even want to have in the real world because we won’t get results.
Why you don't need all the bells and whistles on chatbots to be effective
Having success in chatbots is about simplicity. If we can take an existing landing page and put the information collecting sequence in a chatbot, we can drastically increase conversion. It’s simple and effective.
You can use Facebook targeting to exclude other real estate agents from your ads
Have available a ready list of interests that will indicate someone is a real estate agent. These could be thought leaders, books they read, things they watch and podcasts they listen to.
In the audience section when you’re setting up an ad, there’s a part that has the option to exclude. You can exclude by interest and filter out 80% to 90 of real estate agents.
The biggest mistake being made in the realm of chatbots is over-complicating them and overthinking what we can do with them. Chatbots can be leveraged as drastically more effective landing page. If you replace your landing page with a chatbox sequence designed to collect the same information, upwards of 70% of people convert. This can allow us to really reach the people we want to and talk to them on a more relevant level.
Zach is the founder of Real Estate Growth Hackers. He is a real estate marketing consultant, productivity coach, author and lead gen wizard. See a Chat Bot in Action & Get a Free Welcome Bot Template at bit.ly/reubots.