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Beatty: This is the Get Sellers Calling You marketing podcast, for real estate agents, and I’m Beatty Carmichael. For simple to do, proven marketing strategies, focused exclusively on finding sellers, and getting more listings, visit our website, at GetSellersCallingYou.com. Now, let’s begin our next session of Get Sellers Calling You.
Caroline: Hi, I’m Caroline Springer, and welcome. This is the next session of Get Sellers Calling You with Beatty Carmichael. Beatty is the CEO of Master Grabber and the creator of Agent Dominator. He’s also one of the top marketing experts in the real estate field. Today, we’re going to be continuing on in our series of the top five ways to identify sellers.
This is the third call of our series. We’re kind of turning it into a little series here. Just a reminder for those of you that are on our live call, we will have the line muted, but we’ll open up at the end for questions at the end of the call. So, welcome Beatty. We’re glad to have you on.
Beatty: Thank you. Yes. With the technical challenges, I’m glad to actually be on this call.
Caroline: Well, if it helps at all I can hear you. I’m definitely not having any trouble understanding you. I know it might be a little more muffled than normal, but I think you still sound great.
Beatty: All right, great. Thank you.
Caroline: I thought, maybe, if you’d like, I know we’ve got a lot of content on today’s call. So, I didn’t know if we wanted to do a quick refresher of what we’ve already gone through, or you just kind of want to dive right in?
Caroline: I know, this is our third call, of the Five Ways to Identify Sellers. So, there’s two, that maybe we could do a refresher and then dive right in. it’s kind of up to you, I know you’ve got a lot to share.
Beatty: Yeah, there’s a lot to share. Let’s maybe dive in. for those listening to the podcast, if you missed the last one, you can just go back and listen to it. But, let’s just kind of dive in and be sensitive to everyone’s time, and hopefully, not run out of time on this call, because there is a lot of great stuff to share on this topic.
Caroline: Okay. Great. Well yeah, I’m excited. I know, today, we’re going to be talking about call to action options and just how we can incorporate a call to action, as a way to identify sellers. I know, we’ve spoken about the reports and different options that are available with that. I think this is really, really a great sing for us to dive into, especially with a marketing expert like you. I think there’s such strategic ways to use this, to see some really, really great responses.
Caroline: So, I’m going to let you kind of take it away. I’m excited to kind of hear and dive into it.
Beatty: Cool. Well so, the topic for today, in terms of how to identify sellers, is using a concept that I call the free report. Now, what the free report is, it’s offering information to someone thinking about selling, that they would want to know, that you can put into a quote-unquote, a free report, that would cause them to want to respond to it. So, let me see if I can kind of set the stage on this.
There’s certain things that a seller is interested in, that a non-seller is not interested in. those things that a seller is interested in, if you can make it compelling enough, then they’ll want to request that information, because it will help them in the ability for them to get the most money for their home. By requesting that information, then you’ve been able to, if you do it right, to identify them.
What’s important is to come up with those things that, as you ponder, what information can I share with the seller, that the seller would want to know, but someone who’s not interested in selling, really would have no interest in at all. That’s really, ultimately, where you want to go. that’s the free report. That’s what becomes the concept of the free report.
One of the things that we did early on, as we were developing this out, for real estate agents, is we realized that there are more than just one type of information, to identify sellers. You got the companies out there that are focused on getting a home valuation website. One of the things we talked about was home values. You’ve got Core Facts, you’ve got SmartZip, you’ve got all the look-alikes, that all they do is they send out postcards saying, “Find out what your home is worth, go to this website.”
That’s great. But you wear that offer out, pretty quickly and it’s also not the best offer. One of the things that we did, years back, and really working through this is, id test a lot of different offers. Trying to find out what really works and what doesn’t work, as well. What we found is, if you can offer additional types of information, it gives you a chance to keep going back to the same list and identify more sellers.
Let me see if, from a conceptual standpoint, if this makes sense. The best list you can go after is going to be your personal contacts, okay? Let’s say we target a personal contacts list or maybe you’re targeting a geographic farm. Either one of these, the commonality is that, you’re going to be touching that list multiple times, trying to suck more sales, and referrals, out of that group of people.
If all you were doing is touching them, saying, “Find out what your home is worth. Find out what your home is worth. Find out what your home is worth. Find out what your home is worth.” You begin to sound like a broken record. Once you start to sound like a broken record, it comes across as disingenuous, and people just completely stop responding. We’ve actually seen this. Where if you send the same offer repeatedly, over time, they just stopped responding altogether.
Even those people who are thinking about selling, don’t even respond, because they seen it over, and over, and over again. One of the things you want to do is, you want to add variety, okay? Imagine you eat a peanut butter sandwich, peanut butter and jelly sandwich, every day, for an entire year. Eventually, you get sick of it and you don’t even want to touch it. But, if you have variety in your meal, a peanut butter sandwich, a steak, a piece of fish, vegetables, and salad, and lamb chop, and you start to have variety in your diet, then you will enjoy the peanut and jelly sandwich, when it comes back around.
That’s what we want to do, with identifying sellers. The free report allows us to do that, because what this then does is, it opens up the canvas, for you as the marketer, to say, “What types of things would that person, thinking about selling, want to respond to? Would want to know about? Would want to have insight into?” Then, we can create that offer. We can send it out to them, in various means. Through snail mail or through electronic means.
Then, we have, what’s called, a call to action. That is how they respond and then you track those responses. The one who responds, is the one thinking about selling. That’s kind of the general stuff. So, I want to talk about just different types of stuff, that you can do in this free report. It means that you’re going to create a free report, you’re going to create some information, that then becomes your information, that you send out, that causes these people to want to know.
So, let me bounce the call to you, Caroline, and ask you, and it may be an unfair question, because you probably haven’t thought about it, but let’s just kind of see if anything comes to mind. If you were thinking about selling your home, besides saying, “I wonder how much it will sell for.” What types of information do you think you would want to know, that would help you get the most money for it? Any idea?
Caroline: Well, just a few. I love it when you put me on the spot. Yes, like you said, I think the first thing would be something along the lines of what my home was worth, or even what other homes around me were selling for. I know whenever we bought our house, that was something I was looking at. I was just wondering about comparables, I don’t know if that’s typical. Also, just even maybe what small things I could do to …
If I put $500 here, or you know anything small changes, like less than $1,000, little updates here or there, that are then going to get me $5,000 to $10,000, in return. So, what kind of small, quick updates could I make, to make a really big impact, in what I’m selling for. What I would invest, selling a home for. That’s, kind of, my first thoughts.
Beatty: Okay, perfect. Then, let’s take that. As a realtor, if I were thinking about selling, you’re talking to me, and I were to say, “I’ve got $800 or $900, I can put towards doing some updates. What would be the most important thing I could do, that would maximize how much money I get for my home?” If you were to tell me what type of things I could do, then that becomes their free report. Then, maybe the offer.
The free report, drives to the offer. The free report, in this case, might be five different things you can do, under $1,000, that will get you the most money for your home. That will increase the sales price of your home, because you did these things. What are those things? Well, painting is probably one of them. Okay. If we go through the main categories, kitchens are the most important thing, bathrooms are the second most important thing. Okay.
So, we could say, “What can we do to spruce up the kitchen. Not necessarily renovate the kitchen, but can we do anything that makes it updated?” How about change out all those knobs, from the 1980s, to the 2000s. So, the hardware looks nice. It may not cost, but $300, $400, but it may make a big impact. How about just repainting the cabinets, so that they are a fresh color. How about whatever it is, okay?
So, now we then create this report. Then, we’ve got to create something that causes someone, to want to respond. The great thing about coming up with these free reports is, they almost sell themselves. Let me see if this makes sense. I can put that says, “If you’re thinking about selling, there are five things you can do, for under $1,000, each, that will increase the sales price of your home.” So, if you’re thinking about selling, Caroline, and you’ve got some marketing piece like that, do you think you would likely respond?
Caroline: Absolutely. Just like I was saying, any kind of tips, especially when you’re first thinking about selling, I’m sure just in this day and age, even from looking at the homes in my neighborhood, I think a lot of people are tempted to try it on their own, first. So, I think that, that’s something people would definitely respond to, if they were thinking within the next six months, to a year, maybe it’s something they need to save up some money, to make those changes. So, that’s something people would definitely respond to, I know I would.
Beatty: Yeah, okay. Then, how can we make that offer more appealing, any ideas? So, let’s talk about the offer. The offer is, if you’re thinking about selling your home, here are five things you can do for, under $1,000, each, that will help you increase the sales price, all right? How do you make that more appealing?
Caroline: Maybe if the realtor would be willing to, I don’t know if this is something-
Beatty: Okay, okay. So, I’m going somewhere. It’s a really important part, of marketing. Let’s personalize it. How about if I sent you a hand written letter, or a personalized letter that says, “Dear Caroline, I understand, through some friends, that you might be thinking about selling your home. I put together, specifically for you, five things that you can do, that each cost less than $1,000, that will help you increase, and maximize the sale price you get.
Here’s a link, to go download it.” If she got that letter, and actually read it, meaning you open the letter, you got that letter, would you be more likely to go to that website, to get the free report, than if it was just like a postcard? Just a generic type of postcard.
Caroline: Oh, absolutely. I mean, anything personalized, in this day and age, gets a lot more attention, because we’re bombarded with different, you said, offers or marketing, all the time in our mailboxes, in our email inboxes. So, anything personalized is definitely going to go to the top. Something that you would actually think about opening.
Beatty: Okay, great. So, then the question is, how can we personalize something that’s more of a get the message in mass, out there? Because, maybe I don’t have time to actually hand write a letter, to each person, or even customize a letter, to a whole neighborhood. So, there are some things that you can do. So, let’s say that you live in a place, we’ll just call it Morgan Heights. So, your community is Morgan heights. Maybe it’s a subdivision of 500 or 600 homes.
Now, I send out a letter. If you’re thinking about selling your home, here are five things that are the most profitable things, that happened in Morgan Heights … Let’s reword that. If you’re thinking about selling your home, here are five things that you can do, each under $1,000, that have helped other Morgan Heights homeowners, get more money for their home. So, if I start to now include the personalization, specifically that subdivision, does that increase the likelihood, for you, that you might actually respond to it.
Caroline: Absolutely. I know, where my husband and I live, there’s definitely specific things to this neighborhood and area, that I would even be able to tell. Like, “Oh, this really is, probably, something that I need to open.” Or, specific to the homes in my general neighborhood and vicinity, that could really benefit me. So, I think adding that personalization is absolutely something that’s going to increase the chances of people opening it.
Beatty: Yes. Now, we’ve got a free report. We’ve got kind of the structure of a headline or the offer. Then, as we personalize it, we’re going to increase response rates. The value of all these little extra steps is, if I can get one more person to respond who is thinking about selling, then that one more response is worth 6, or 7, or $10,000, to me. It makes a big deal, to go just a little bit extra effort.
Now then, the question that also comes up is, what other types of reports can we do? We’ve obviously got one report that says, “Here’s some things you can do that are inexpensive fix-ups, that will get you more money.” But let’s rack our brain and think outside of the box. What are some other things that we can do that may cause someone to want to respond? That would get someone thinking about selling, to respond, that maybe someone who isn’t thinking about selling, not to respond?
Anything come to mind, that might, as a homeowner, that you might find interesting, or compelling, or want to know?
Caroline: Let’s see? Outside of my home valuation, maybe even, is this a good time to sell? Like, about whether, like, what interest rates and things are looking like? Because, obviously, if you’re selling, you’re probably buying, as well.
Caroline: So, even maybe like what the market you know is doing?
Beatty: Perfect. Okay, so let’s take that. Okay. Now, the reason I keep asking you is, this is how you come up with the free reports. Ask people, “Hey, if you’re thinking about selling, what information would you like to know?” Keep asking them questions. Because, once you find what people want to know, then if you deliver it, they will respond.
Now, let’s take what you just mentioned. You know, is this a good time to sell? What’s going on with interest rates? Then, why don’t we create an offer? “If you’re thinking about selling, but wondering if this is the right time to sell or what’s the impact of the interest rates, and how will it impact you, I’ve created a report on this, because all of my clients keep asking this same question. If you’d like a copy of this report, go to this website.”
Now, I’ve created a report, or some information, around that question. I’ve put together, you know, what’s the best time to sell? Especially, how about if we now make it more specific. “If you’re thinking about selling your Morgan Heights home, and wondering how these new interest rates may impact the sale, and just the general timing if it’s the right time to sell? What happens in Morgan Heights is a little bit unique than what happens throughout the rest of Birmingham. I’ve put together a special report, specifically for how it relates to Morgan Heights. Go to this website, yada-yada-yada-yada-yada.”
Now, you’ve got something specific to Morgan Heights that’s going to start addressing these questions. If you get something in the mail, or something by an electronic means, that offers that information, and you and your husband are thinking about selling, you can go check it out.
Caroline: Absolutely. I mean, like you said, by asking the people around you. Even, I think, realtors, I think it’s a great idea to ask clients, friends, family, anybody in their sphere that they know, kind of what they’re thinking, because that could even be specific to their area. Maybe they live in an area that has more extreme weather.
So, people are thinking like, “Oh, I need to sell it this time.” But like, “How do I prepare to sell around the weather?” Or, things like that. I think, like you said, I would definitely open that. I think, just asking the people that maybe live in your area. it’s a great idea to kind of get a good gauge of what potential sellers would respond to, or actually think about. So, I think these are all great ideas.
Beatty: There are two books that come to mind. I’m not proposing you read the books, but the title of the book really is the concept here. One book, by a guy named Marcus Sheridan, who does a lot of what’s called inbound marketing, online marketing, content marketing. He wrote a book how to do that and it’s called, They Ask You Answer.
This is really the whole idea about the free report process, to identify sellers. You find out what type of questions your homeowners are asking, or would ask if they knew how to ask it. Because, sometimes, we don’t know what to ask, as a homeowner, we just kind of have an idea. “I’m moving this direction, but I really don’t know who to choose. I don’t know when to sell. I don’t know what I need to do.”
So, they’re just kind of in this limbo, lost phase. If you can come up with the questions that they need to be asking, you’d say, “Would you like to ask this question?” “Oh yeah, that’s a great question.” They Ask You Answer.
Another book is entitled, Questions are the Answer. This is really the key. The questions you ask, that gets them to give you the response you want, is the answer to identifying the sellers. Okay?
Let’s think through a couple other things. Let me ask you a question? If you were to sell your home, do you think you would likely try to interview several agents, to see if you can figure out which agent would be the best one to use? Or, are you just going to pick the first one that comes to mind and just call that one person? What do you think?
Caroline: Well, like you always say, your home is your most … For most people, it’s their most valuable asset. I think that process, and the sale, that people are going to take a lot of time. They want to make sure they really trust who their realtor is, so I would definitely interview a few people.
Beatty: Okay. All right, so now, so you’re going to interview several people. What are you trying to accomplish in interviewing those people? Do you know?
Caroline: Probably more of just … I’m kind of a statistic nerd, so I would like to hear some stats that kind of prove their worth. So, what a great realtor they are. That they’re going to fight for you, get you the most for your home, and a quick turnaround. I’d like to know too, if they had maybe like a network of buyers, or things like that.
Then, also just even looking at what they offer. Like, do they offer that professional photography, maybe even seen some layouts of marketing that they’ve done. That would be, probably, my first, you know, just my thoughts of as I’m interviewing.
Beatty: All right. If I was a realtor, and I sent you a letter that says, “Hey Caroline, I understand through some of my friends that you might be thinking about selling. One of the most important things you can do is interview several agents, to find the right one. And because I know, sometimes, it’s a daunting task, especially if you haven’t sold a home frequently, I put together, for my clients, seven questions you want to ask any real estate agent, before you hire one. If you’d like these same seven questions, go to this link to my website, and you can download them. I think they’ll tremendously help you pick out whose the best one for you.” If I sent you that letter are you likely to go to the website and get those seven questions?
Caroline: Absolutely. Just because, I know there’s probably things that … I’m not interviewing realtors on a day-to-day basis, so there’s probably some things I might not think about, or know.
Caroline: So, I think that would definitely be something valuable to read.
Beatty: Okay. Now, we’ve covered a number of different types of free reports. They’re all coming at this from a different angle. The reason I want to hammer on this is, when I ask realtors, “What do homeowners want to know before they sell their home?” They always say, “They only want to know one thing, how much will it sell for?” Well, I’m telling you that’s not all they want to know.
That is an important piece of the step, but there is a whole lot more that they would like to know. Sometimes, they just don’t how to phrase the question to ask it. But if you, as a professional realtor, who’s been there for a while, who does this all the time. If you’re doing that, and can get inside that homeowners brain, and think out of the box, then there’s so many things they can offer them, that will get someone actually thinking about selling to actually respond. Then, when they do, now, you’ve got the ability to identify another seller.
So, let me throw one last one out. Then, I want to make sure we keep a little bit of time to talk on, how do you track this stuff. These are just free reports. Let me throw one other item out. I want to show you how off the wall this can go, but how powerful it can be. If you’re thinking about selling, do you think that you and your husband might entertain, at least in the early stages, at some point, should we sell it ourselves? What do you think?
Caroline: Yes, absolutely. I mean, like I said earlier, I think, you know, even just from seeing my neighbors, I think that there’s a lot of people that want to sell it themselves and save, you know, whatever kind of commissions-
Caroline: That would be coming out. Because they are, you know, essentially, that’s coming out of the value of their home. So-
Beatty: Okay, so-
Caroline: You know, I know enough now that I think I would hire a realtor, but I do think it would be to …
Beatty: Okay, so most people are going to think, “Should I try to sell it myself?” A lot of people anyway, especially if the market is hot. If I were to send you some sort of marketing piece that said, “If you’re thinking about selling your home, here are 15 things to help you sell it yourself and to make the most money on it.” Would you respond to that?
Caroline: Oh, absolutely.
Caroline: Absolutely. I mean, I think that kind of goes in line with all the different things you’ve been saying. I mean …
Beatty: So, it’s another-
Caroline: Things that could be-
Beatty: Here’s the key, it’s another opportunity to get you to respond, so that I can then track, if I’ve got a good tracking system, on who you are. Now, I know most people are saying, “Why would I want to tell them how to get the most money selling it themselves?” Because, what you do is then, whoever writes the rule, sets the engagement roles. Of, how you do it.
So, what you do, when you share this, is you go through all the technical details that an agent has to be able to be good at, to maximize it, that overwhelms the homeowner on all the work that it takes. Okay? If you’re a good agent, you probably have a checklist of 21, to 25, to 30 different things you do to sell your house. All the way from getting it prepared, to the negotiation, to making sure that the buyer is actually pre qualified.
Sometimes, the buyer’s financing falls through the table. Do you have a backup source? Some of that can help someone who’s having trouble getting financing, to actually get financed. All these different things. You create that report and you make it, when they read it, what we want to do is we want to overwhelm that homeowner, that there’s so much to it, and so many places that require expertise in training, that if they try it themselves, they’re likely to fail and lose money. Does that make sense Caroline?
Caroline: Absolutely. I mean, I think that’s a great idea and makes a lot of sense of something. Again, I think that’s definitely what’s kind of happening in the atmosphere out there today. Things are so easily accessible, even just between websites, and online marketing, and Zillow. People feel like they can, but there really is a lot more to it, because this is not their profession and there’s probably a lot more money that a realtor could get for them.
I think, like you said, you’re asking the question, you set the roles, and you show them, “Hey, here really are some great ideas of how you can get a lot more money for your home.” But, I think, myself, being a mom, and a wife, and if we’re trying to sell and move, and I saw this list, I’d immediately feel a little overwhelmed. Thinking, “Okay, if a realtor can get me more money anyway, that’s the direction I’m going to go.” So …
Beatty: Right. As we wrap up that one little topic, the key is, it’s another carrot that will get someone thinking about responding … Thinking about selling to respond, but it will eliminate someone who has no interest in responding. In selling, to respond. So, the only people to respond, likely are those who are thinking about selling.
Now, you get to identify them. If you do a good job on that report, you will also overwhelm them with how much work it really takes to sell a house, so they won’t even consider. But, by the fact that you offered the information, means that they appreciate you, that you are the expert, and that if you do your job right, you can identify them.
These are what we call offers. Anytime you use a free report, you’ve got to think through what other type of content that you can push out? How can you phrase it, to create the compelling offer, so they want to respond to it? Then, the last thing you do is, you’ve got to identify who actually responds. This is the tracking method.
One of the things that we have found is, if you send them to a website, saying, “Fill out this form on the website,” that you’re only going to get maybe 5 or 10% of them to fill out the form, to get it. Because, as we talked in one of the recent calls, they don’t want to necessarily have a salesperson start calling them, right now. Then, you have to have a different method of identifying who’s responding.
A couple of real easy one’s is text me. But yet, even though text is great, it’s still identifying them. So, maybe you have them call a toll-free number. You know, “Call this toll-free number for more information on this report.” They call the toll-free number, it’s a call capture number. Now, you’ve captured their caller ID, so you can, at least, try to call them back. What’s great with the caller ID is, if it’s your personal list, hopefully, you have a list of all the phone numbers as well. So, you can match that caller ID to your list of phone numbers.
Now, you know which of your friends actually responded. You can get a little bit more sophisticated. What we’ve actually done, because increasing the response rate, and identifying who it is, is really where the money is in identifying sellers. Because, you’ve then, got to get back in front of them. We actually created a special URL, that goes out.
We do things like buy postcards. Okay? Every postcard has a different URL. Meaning, if we’re mailing out 100,000 postcards for our clients, we’re mailing out 100,000 URLs. So, when they go to the website to go to to check out their free report, it’s a unique URL to them, so we match that URL that’s entered to the address that we mailed it to. That’s how we identify people.
You can do other things, you can do. Like, “Go to my website and search for report number 542.” You go to the website, you search 542, and there’s the report. Whichever search is being searched on, you would know that you’d sent that key number to a specific address, only. Instead of using a specialty URL, you’d use a special key number. Does that kind of makes sense Caroline?
Caroline: Absolutely. I mean, I think that seems like a really, really smart way of tracking and finding people. I think more, and more, too, like you said, if somebody’s really hungry to sell, they’re probably going to call. Like, calling the 1-800 number doesn’t seem as scary. or, even entering your email, because email isn’t quite as personal. I think there’s definitely some creative ways that you can get people to actually give you something to be able to contact them back with.
Beatty: Yep. That’s definitely going to be the key in this type of stuff. I think, by my clock, we’re probably about a time. Is that right?
Caroline: We are, yes. I didn’t want to cut you off, because I knew we were kind of just wrapping up with how to track it. But yes, we are just about running out of time. Thank you, though, for going through all of that. Thank you, just for your time and expertise. I think that was, you know, there’s a lot of great content there.
I love, kind of, hearing your ideas, and just brainstorming, and how we can encourage those realtors, even just to ask the right questions, to create the right offer, and get their wheels turning too. But, before we close out, I know, Beatty, you kind of started to talk on some of the things that you offer, in regard to this. But, would you like to share what programs that you’ve already created, that maybe even create these offers, and tracking, and things like that?
Beatty: Sure. I’ll say one program, really, because we’ve gone through a lot of things over the years, in terms of what works, what doesn’t work. We’ve actually put it all together in a single offering that we do. It’s a service we call AgentDominator.net, AgentDominator.net.
Now, what this is, is a, it’s a high-tech, low-tech mixture of various touches, that you can use toward a geographic farm, a seller’s leads list, your personal list, you know, sphere of influence, past clients. We actually guarantee the sales that you get from it, so your investment is secured. But, it’s a combination of everything we’ve learned on how do you identify sellers.
Imagine you have, maybe, a personal list and we’re going to help you identify sellers within that list, so you can get to them first. It starts to keep you top of mind, so that when they think of buying or selling a home, or they of referring an agent, you’re the one that comes top of mind. It starts to educate them on the unique differences, that separates you from other agent, and why they should change choose you over other agents, so that they’re more likely to choose you.
It’s kind of a holistic type of approach. Again, you can just learn more, if you have interest, at AgentDominator.net.
Caroline: Okay. Great. Well, thank you Beatty, again, for your time. Like I said, we’re going to wrap up this call. For those of you who are on the live call, if you have questions that you’d like to ask Beatty, just hold on and as soon as we’re wrapped up, we’ll go into a short questions and answer period. Again, thank you for joining us. I think that’s going to be all for us, today.
Caroline: Thank you for joining in.
Beatty: Well, thank you.
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