P069 Get consistent listings by mastering Geo Farming – Part 1

P069 Get consistent listings by mastering Geo Farming – Part 1

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Well, hi, everybody, welcome to this next episode of Get Sellers Calling You, and we’re so excited that you’re here. I’m joined again with Beatty Carmichael.  Beatty is the CEO of Master Grabber and the creator of Agent Dominator. He’s one of the top marketing experts in the real estate field. And Beatty, I’m super excited that you’re joining me today. A little bit different than you for us, but what do you have for our listeners today?

Yeah, so this is a little bit different, if you’ll pardon me, while I remember to turn my phone off so it doesn’t ring over there. This is actually a zoom meeting. So for those of you who are listening strictly online, then if you want to actually see what we’re doing, see what Penny looks like, because most people say I’ve probably never seen Penny. You can watch this podcast online. But the most important part is we’re going to be doing a training session on how to dominate a geographic farm, basically what we call geographic farming mastery. And this is the basics of getting into it. Everything on how do you market to it at a high level? What are the things that causes it to drive results all the way down to how do you pick a farm that gets you even more results? So this whole call and talk is to really take someone who’s thinking about geographic farming or maybe haven’t thought about it at all and say, here’s how you do it and let’s make it work. Well, great.

[00:01:32] Oh, I’m excited. This this is going to be a really good topic for our listeners.

[00:01:37] Yes. So I was doing a call recently, Penny, and doing actually this very same workshop. And it was real interesting because there were a lot of really high income earners, real estate agents on the call. And the couple the comments that came out of it was where were you four years ago? You know, as we start to explain, here’s how you do marketing, OK? And then as I started to explain, how do you pick out a farm, it’s like all these light bulbs started to go on because most people have never really understood the art of farming. And it’s really not an art. It’s a science. So I thought I’d walk us through it today. So, yeah, I’m excited. OK, so what I’m going to do is I’m going to share my screen.

[00:02:29] Oh, the joys of technology, right?

[00:02:31] Yes, absolutely. Now, can you can you see my screen OK? I can, yes. OK, this is blocking agent dominate our logo right there, but we’ll move this around. OK, so let’s get started. So what I want to do is, by the way, for you all who don’t know, this is actually Penny, just a couple of years ago before she had her guide on TV.

[00:02:56] Ok, so how do you dominate the geographic form? I want to first talk about how do you market for listings, because whether it is in a geographic farm or whether it’s in your personal list or whether it’s a expired list or whether it’s any type of list, what you find is people respond the same. And so I want to walk you through this at a high level marketing for listings.

[00:03:22] And because of that, I want to talk about beer. Penny, have you ever heard of Schlitz beer?

[00:03:29] I have, yeah. I was asking someone recently, just a couple of months ago about that.

[00:03:35] And they never had they were young, you know, more millennial type person. And so Pabst Blue Ribbon bought Schlitz, I think it was in the 90s. Wow. And so that’s why the name went out to recognize it.

[00:03:52] I think it’s a Yankee beer. I was actually born in Massachusetts, so I recognize it as being one that was popular.

[00:04:00] Yes, very much so. So it is sort of a Yankee beer. Milwaukee, Wisconsin, was their home office area. And now here’s the big question, Penny. What in the world does beer have to do with getting listings?

[00:04:16] Oh, I don’t know, you’re going to have to tell me that one.

[00:04:20] Well, you invite some friends over, you pop open a beer and you have a good time and you build relationships.

[00:04:26] Is that it? Maybe that would be my my easy guess.

[00:04:30] Because your easy guys. Well, that’s a wrong answer. If that was the actual answer. So beer has a lot to do with it. Not just all beer, but in particular Schlitz beer. So so is in Milwaukee, used to be called the Milwaukee Brewing Company is one of the commercial agents up in Milwaukee told me. And what’s real interesting is at the turn of the century and for our millennial friends, no, that’s not the return of 2000. This is the chart of nineteen hundred. OK, but at the turn of the nineteen hundreds slits, beer was number eight and the nation number one was Budweiser. OK, wrong side No. One was Budweiser. And do you have any idea the difference between number one and number eight when you’re talking about market share? I don’t. OK, so just a real quick business lesson number one. And number two, control the vast majority of the market. So in any place, if you have number one and number two, they typically own and control 85, 90, 95 percent of the market. Wow. OK, then number three is way down from there. Number four is even further down. And by the time you get down to number eight, you’re a nobody hears probably a good way to kind of understand this.

[00:06:04] If you were to look at a geographic farm, for example, a large farm where maybe there are some really strong agents and and you got to look at a farm where you got some really strong agents, where they pretty much are dominating the market. You’ll find that the number one agent, if they if they dominate the market, is probably like 50 percent. OK, I mean, I’m talking about a strong agent and then number two from there is probably going to be down at 15 percent by the time you get to number one, our number eight, that person probably has maybe one listing a year in that farm. So what we’re talking about is a huge disparity. Sure. OK, and Slick’s wanted to grow, so they hired a guy named Claude Hopkins and now the name probably doesn’t ring a bell. But let me ask you a question. Um, let’s talk about income for for a moment, Penny. OK, if if you were earning a hundred and eighty five thousand dollars a year today, is that a lot of money?

[00:07:13] Today, yeah, I would consider that to be a pretty good, pretty good income.

[00:07:21] Yeah, one hundred eighty five thousand dollars is more than most real estate agents make take home pay. OK, so now let’s go back a hundred and ten years ago. If you were earning one hundred and eighty five thousand dollars and nineteen ten, would that be a big income? Yes. OK, yes, that’s what this guy’s salary was, a hundred and eighty five thousand dollars a year. And the only thing he did is he wrote marketing copy to get people to buy his client’s brand name. So Schlitz Beer hired Claude Hopkins. And I wanted you to see the story because what he did with Solich is the same thing that if you do in your geographic farm or anywhere else, you’re going to quickly dominate that area. OK, so so what Claude did is the first thing he did, by the way, let me also walk you through just a few more years, the Great Depression, 1930, 1931, 1933. In that time frame, a lot of people were unemployed, right? Yes. A lot of businesses out of business and a lot of incomes had dropped a lot because there’s a lot of the market was gone. So would you like to take a guess of what Claude Hopkins salary was in the early 1930s during the peak of the depression?

[00:08:54] Wow. OK, so is this is this before the one eighty five a year salary or after this is after.

[00:09:02] So 185 was actually 1987, OK, when he was just getting started in marketing. OK, essentially. And then you fast forward, you have the stock market crash, the Great Depression and everyone’s out of work, a lot of people. And he’s still doing marketing copy. Would you like to guess what his salary was at that point?

[00:09:27] I’m going to guess it was higher. I’m going to guess is higher than one eighty five.

[00:09:31] Ok, good guess. Now the question is at what? What level?

[00:09:36] Oh, gosh. Can I give you a percentage? Sure.

[00:09:46] Ok, I’m going to go with I’m going to go with twenty five. I mean, Great Depression, 25, 30 percent higher.

[00:09:53] Ok, so 25, 30 percent would put him about a quarter million dollars. His salary was over one million dollars a year during the Great Depression.

[00:10:06] Wow, that’s amazing.

[00:10:08] And the reason I want to share that is I want you to understand that what he did was Schalit was so effective that when he did it with every single other company, company she would never have heard of, like Palmolive, Palmolive or what are those beans that come in a can do you remember?

[00:10:28] I can’t lay any beans. Yeah.

[00:10:32] And anyway, Dove Soap, Palmolive, all of these brands that we have today, he was the guy that launched them. Wow. OK, so, um, so what happened with with with Claude is the first thing he did is he went through the slick brewery and took a tour and they showed him everything that happened through the process of making beer, because if you’re going to market beer, you got to kind of understand the process. So they started with the fact that they have several 4000 foot deep wells that’s almost a mile deep. They had several of those where they pumped up the very poorest of the pure water that they could get so that the beer was pure. Now, let me also share one other thing back in this time frame from all the beers for promoting, we have purity in our beer. Our beers are pure. But the question is, how do you define pure? Yeah, they most of our agents out there are saying, you know, I’m a great agent. But the question is, how do you define a great agent? OK, everyone’s using the same verbiage here, but no one knows how to define it. Unless you can define it, then you can’t really sell it. Does that make sense? Yeah, absolutely. OK, so they showed him how they have these several four thousand foot wells to bring up only the purest of the pure water. Then they take it through this process and then when they are cooling the beer down, they had these huge plate glass windows that are protecting the cooling area from everything else.

[00:12:20] And they use only filtered air so that there’s no impurities to come involved. Then they showed him how they take their beer bottles and they clean them not only once or twice, but four times with superheated steam to make sure all of the bacteria is gone so that there could be nothing that would spoil the purity of the taste. And then they also showed them in their laboratory, the mother yeast cell, that they went through one thousand and eighteen different experiments developing this mother yeast cell to have the purest of the taste. And all of the yeast that the beer is made from comes from that mother you sell. Well, then they also show that the filters that they use to filter out the beer from all of the barley and everything else and clean it are made from a very expensive white oak. I believe I’ve got my story right, white oak, that they had to claim two or three times a day to keep it really pure. OK, then they would store the beer in a cask and the casks were made out of very special wood that were aged before they would put the beer in there. And so all of these very deliberate, very elaborate steps so that when the beer comes out on the other end, it’s extremely pure to the standards of Schlitz beer. Does that make sense?

[00:13:49] Well, yes. OK, so now as I’m describing this, you’re going wow. And as I’m watching your expression, you’re going, wow, OK, I’m just like, it’s so it’s so much like step after step.

[00:14:00] And it’s like I just kept expecting you to be like, finished. And then it was like, one more thing.

[00:14:04] Yes. Well, now I truncated it as well. Obviously a lot more sets, but those are the key things. So when Claude finish coming through the tour, here’s his reaction was just like yours and mine. My gosh, this is amazing. You do all of this just to make it pure. And then he asked the question. Why don’t you tell the public about this man? And do you have any idea what the Spear guys said when he asked that question? They probably thought he was a fool. No, he said almost. Almost. He’s they said, well, Claude, this is how all beer is made. We don’t do anything different. I don’t do anything unique. And then Claude came back and this is the problem, OK? And this is also the problem with a lot of real estate agents. Well, Betty, all good real estate agents do these best practices. And from your perspective as the real estate agent, you don’t do anything special, but what Claude understood that the big guys did not understand is that the public did not understand that OK? And he said whoever educates the public first is going to own that market share. It’s going to own that what we call positioning in the mind. Now, let’s talk about positioning real quick, because this is real important. OK, so positioning is a marketing term. If you’ve ever read a book, millionaire real estate agent, have you ever read that? I know because I know you guys have been and do things with real estate as well. So millionaire real estate agent talks about a concept called market share dominance. He actually pulls that. The concept of that from a book called Positioning by Ellery’s and a guy named Fred. And that book was written in the 1980s as a fabulous read, if you are excited about marketing. But it basically says this, that the typical consumer can only remember two or maybe three brands and nothing else. Wow. So let’s do a quick test. Can we test this out on you?

[00:16:16] Yes, but I’m probably not the one you want to test. I’m really good at brands.

[00:16:20] Ok, good. So let’s say you’re the good one to test. I want you to think about toothpaste, for example. OK, all right. Tell me the brand of toothpaste that come to mind.

[00:16:31] Crest Colgate, Aquafresh. It’s red and white. Hold on.

[00:16:38] Ok, you can start there. OK, three came to mind instantly. Yes. Most people when asked only to come to mind. But you had a real bad chance time trying to figure out that fourth one that you could picture, but you couldn’t come with a name yet. How many toothpaste brands do you think are on the market?

[00:16:57] Oh, my word.

[00:16:59] I it’s got to be well over 25 oh, it’s in the thousands.

[00:17:05] Ok, right, OK. So at least in the multiple hundreds. But here’s so here’s what happens. As a consumer with all of these brands, you only quickly come up with three. Uh, what do you think’s happening in that geographic farm when you ask a homeowner, give me the name of every real estate agent you think of one to.

[00:17:32] Maybe three, yeah.

[00:17:33] If you’re not one of those names, you have zero chance of getting a phone call when they’re thinking about selling. Does that make sense?

[00:17:41] Yeah, that’s a good point. Yeah.

[00:17:43] So this is what is so important about this whole idea of marketing for listings is it’s all about how do you get your name in that consumer’s mind so that they think of you first? And that was the challenge that Spear was having. They were number eight for a reason. No one thought of them. OK, yeah. So what Klau did is he starts writing copy and here’s an example called Bottled Purity. And they always have these. By the way, he did a thing on orange juice later. I saw and it says Drink oranges from a bottle. You know, this is keep in mind, back in that time, there was no orange juice you’d buy off the shelf, you’d always squeeze it. So so these headlines create an immense curiosity, bottled purity. And then what he starts to do is he starts to on the ad, he starts to explain these things that slick beer did to bring purity to their beer. He talked about the four thousand foot wells. He talked about the white oak filters. He talked about the plate glass room with only filtered air. He talked about all of these things. And would you like to guess what happened?

[00:19:05] He started making more money.

[00:19:08] Well, OK, let’s talk about expertise. Would you like to guess what happened with Spir?

[00:19:13] I probably could not guess some of what you tell me.

[00:19:16] Ok, you’re afraid to guess what’s going on. It is.

[00:19:24] So what happened is in less than one year. They jumped nationally to the number one selling beer.

[00:19:35] Wow. Oh, my word. Wow.

[00:19:38] Think about the impact from a nobody to no one in less than a year leapfrogging over Budweiser. Wow. How do you do that? You do that by giving people an understanding of what pure beer is all about.

[00:19:56] And then I’m going to this book written. So there is a real famous I forget the marketing straight, but up in New York, there is a very famous advertising agency called Lordan Thomas, and they are the ones that brought out all of these brands. And Claude worked for him, was president of Lord and Thomas during the years of the Great Depression. It’s my understanding, but I know you worked there and the owner of Lordan, Thomas, was talking about he’s on a train. You got to go back to the early nineteen hundreds.

[00:20:35] There were no interstates, OK? And so if you want to go from city to city, you hopped on a train. So the owner of Lordan, Thomas, was on a train with his I guess it was a preacher, a priest or pastor, depending on the denomination. But this guy had never had any beer in his life and he kind of stayed away from alcohol. And on the train there, you know, riding along and reading the newspaper and and he’s reading another ad for Schlitz Beer and talking about the purity and the pure taste and the crispness of the taste.

[00:21:11] And he said to and I wish I remember the guy’s name, but the owner, Lauren Thomas, he said, you know, I’ve been reading about this beer so much, I just got to go get it.

[00:21:22] I just got to go try it. So he gets up and goes buys his first beer. OK, that’s how effective Claude Hopkins was in writing marketing copy about a beer that would persuade homeowners to choose that beer over every other beer out there. Like now, can you start to see some similarities maybe with what’s going on there, with what you can be doing with your real estate business? Yes, absolutely. Yeah. So what comes to mind? Anything your editor, strategic, high level or maybe even specific granular level?

[00:22:02] High level. I would just be something like you said earlier, something that’s going to set you apart, but really draw the attention of the person that you’re trying to market to. Clearly, his copy at this time was drawing the attention of readers and people that we’re looking through the paper and so forth. And it was intriguing to them. Maybe it was something that had not been done prior to this, you know, to really, like you said, describe the process of the beer and the way the beer taste and all that. Instead of just putting a picture with Budweiser across it, he’s actually giving some information on the beer. And so people were inquisitive.

[00:22:43] That’s kind of what comes to mind.

[00:22:45] Yeah, exactly. So now, if we were to relate this to real estate, what do most real estate agents do now? Let me ask you this question. Let me ask the question.

[00:22:54] This one, I’m going to get a lot of agents to hate me if I give that answer.

[00:22:58] So let me ask you so let me ask a more politically correct question, OK? OK. If you were to get 10 postcards from 10 real estate agents as a consumer. Is there typically anything on those postcards that would persuade you why, to choose one agent over another? Probably not. Probably not. Therein lies the problem. Yeah, all real estate agents do what all real estate agents do because that’s what they’re taught to do. There’s a great book. I don’t know if you’ve ever read it, called Rhinoceros Success, Not J something. Alexander So Rhinoceros is a success. Great book. I highly recommend it. It’s a short read just a couple hours or less. And but it talks about how do you really beat the crowd and it’s in any one of the main truisms there. So any time you see the crowd going one way, you always go the other way, OK? And this is especially true with real estate. Any time you see all real estate agents doing this same type of practice, do something different now that they’re all sending these cars, that all look alikes do something different because otherwise you run in the same problem that you listed. So let me show you what’s going on right now.

[00:24:23] A quick note on that. I have to I have to solidify that point. I remember about three or four years ago, we got something very different in the mail from a real estate agent, way different than any other agents had done. And if I were if I had been in the market to buy a home at that point, I would have called that agent immediately because it was something that no one else had been doing. It totally caught my attention and I actually liked it.

[00:24:51] Yes. So I stand out from the crowd. Yes, it worked. Yeah. So if you can say this, if you’re watching the video, you know, all of these people look the same as just silhouettes, OK? Nothing to differentiate. But in marketing, this is really the issue. In marketing, there’s a concept known as outside perception versus inside reality. And this is the same thing that Shlosberg was running into and the same thing that all of our listeners are running into right now. That is the outside perception of your marketplace assumes you are just like everyone else you’re inside. Reality is, you might be a lot different, but the perception is different. So people question, OK. When you make a sale, the people buy you on perception or on reality, reality, OK, if they’ve never used you before, do they have anything to buy on reality with.

[00:25:56] No. So they have to buy on perception. Yes. OK, so it’s a trick question because if you’ve done business with someone before or they’ve done business with you, let’s say you’re a real estate agent, they’ve done business with you before, then if you’re a good agent, they liked you. You did a great job. They’re going to use you again and again because they now know your reality. Does that make sense? Absolutely. OK, but they’ve never used you before. Then what they’re doing is they’re hiring you based on perception. So perception is the key to engaging that first relationship. I got to tell you a story.

[00:26:36] One the one of our clients with Agent Dominator signed up with us.

[00:26:44] She put her her past clients and friends on our list to market. And, you know, we have a money back guarantee that you’ll get results or we’ll give all your money back. OK, and but one of those one of the keys that guarantee is that there has to be at least enough selling activity within your list, that we can guarantee something, you know, sort of like Jesus, he never created something out of nothing. He always took the little that you have and then produced the abundance, you know, five you know, five loaves and two fish to feed five thousand. But he didn’t just start with nothing. And we can’t create something out of nothing either. So this agent’s name, I forget it. I was just going to use first name. But anyway, she came to us at the end of the year. She didn’t get any sales, so she complained. She said, I want my money back. And so we go through our process. And one of the questions asked was, you know, how many listings actually came out of that list, whether you got them or not. And there was only one. So, well, that doesn’t meet the threshold, OK, because in the in the contract, it says that there’s got to be X and but here’s A and I’m going somewhere with this, OK? This person that listed their home was a recent past client of this agent.

[00:28:12] And chose someone else. Wow. OK, so that shows you how bad that agent was. OK, so that homeowner chose the agent initially on perception, but reality was not good enough to repeat. Wow. So so typically your business comes from reality if it’s repeat and it’s coming from perception if it’s not. So this is the challenge that spearhead the outside perception of all of the beer drinkers was that Sloots was just another beer and the inside reality. The perception is that when Claw’s started to explain step by step, those things that they did, then the public’s perception of slick beer increased and now they started buying it. This is the same thing with real estate agents. So let me ask you a question. Assume for a moment, Penny, that you are a you’re one of our clients, OK? Assume that you maybe you’ve been selling real estate for 15 or 20 years. You do 30 to 50 transactions a year. You do an excellent job for your clients, OK? And now you want to do geographic farming and you go to this farm and they’ve seen your signs, you know, over the years.

[00:29:35] You might even do some advertising and you’re in the grocery store and things of that sort. OK, so here’s the question, by and large, to those homeowners. Do they believe that you are any different or any better than any of the other agents? No, no. See, here’s what happens. The homeowner’s perception is that all agents are the same and all they do is stick a sign in the yard, list the home in the MLS and just sit back and wait for someone to bring a buyer. Does that make sense? Absolutely. OK, so if they believe that to be true, then it makes no difference which agent they choose because their home is going to sell for the same price in the same amount of time. Is this making sense? Absolutely. OK, so now put yourself back in that top producers corner and let me ask you this question, OK? If those homeowners out there understood the skill, the expertise and the experience that you bring to the table for your clients, and they understood that skill, expertise and experience to the same degree that you understand it about yourself, would they realistically choose any other agent besides you?

[00:30:52] No. No. So that is your inside reality now becoming their perception of who you are? Yes. Yeah. If you can make Dariya their perception, become your reality, then they would choose you every time. The fact that they’re not choosing you every time is because their perception is different. And to the degree that your reality is different than their perception is to the degree of how few listings you’ll get from that market. Are these making sense? OK, yeah. So then the question is how in the world do you take your inside reality and help them understand your reality?

[00:31:37] What do you think? How do you do that?

[00:31:41] Well, I keep I hear my grandmother say the proof is in the pudding, so there’s got to be something that I’m going to be doing that will prove to them that that perception is a reality.

[00:31:55] Very good. So we got to somehow communicate it. So this is what Claude did. He went through and analyzed each step, the process of making excellent beer, and then he wrote marketing copy that educated the consumer on each of those steps. It wasn’t flamboyant marketing copy. It wasn’t flowery language. It was here’s what we do. And it’s so impressive just by itself that people go, wow, that’s a lot of effort. This beer must be really great. Does that make sense? Yeah. So we started working on this back in 2013. We start analyze what causes someone to change their perception about a real estate agent. And what we found was a real simple thing. If you want to make your inside reality become their outside perception of who you are, then it really boils down to three things. And we call them the three S’s. OK, and I want to kind of walk through these, but the three S’s very simply are you have to show off your sales. You have to explain the secrets to those cells, and then you have to have some sort of unique selling proposition or or some unique service that you do that gives them to remember you. And I think we probably ought to just end the podcast right now. We’ll come back in a few weeks and finish this up.

[00:33:26] What do you think now?

[00:33:30] Ok, so I’ve also got to tell you this this other story. OK, OK, so showing off your cells, we found this was the number one thing most important. In fact, back in 2012 and then 2013 when we just started working exclusively with real estate agents. I don’t know if you know this or not, Penny, but we are focus at that time was exclusively geographic farming. And let me back up and share the conundrum with geographic farming. I think the easiest way to explain it, Andina, what conundrum means a pitfall before problem?

[00:34:11] I think it’s a real word. It may just be made up. I’m not really. I think it’s real.

[00:34:15] Ok, so the conundrum, OK, in geographic farming is best described by what Mike Feri said. Now, let’s test your knowledge again. Do you know who Mike Ferry is?

[00:34:31] I do recognize that name. Maybe he was an agent. I don’t know.

[00:34:36] I think he was an agent, but he is his claim to fame is he has the largest, longest, most successful real estate coaching organization in the world called the very coaching organization or very organization.

[00:34:51] So like that, if you go to the website, I haven’t been there in a couple of years, but real prominently it says over one million individual hours of coaching conducted. Wow. That’s a lot of time. That is a lot of time. A lot of people have heard of Tom Ferry, which is his son. OK, so you have that connection. But Mike Ferry was asked about postcard marketing, geographic farming, and his comment was, if you’re going to do postcard marketing and I’m assuming this has meaning for that geographic form. So you have to do nonstop marketing for at least two or three years before you can expect the homeowner to actually remember your name. Wow. That’s that Mindshare dominance.

[00:35:31] Yeah. Pick up the phone and call you. OK, so the conundrum in real estate, in geographic farming is it takes time because what we’re trying to do is we’re trying to change the thinking of those homeowners.

[00:35:43] We’re trying to get their perception that you are not just any other agent, but you are a special agent worthy of being, you know, selling their house. So when we enter this market, the common belief was if you’re going to do geographic farming, you market, market, market, market, and your first listing will come maybe by the end of the first year and definitely somewhere more than likely by the second year. And then it would take somewhere between three to five years before you had a lot of volume coming in and you just kind of had a good foothold on that market place. So that’s and if you think about even launching a new brand, it takes a long time to get that brand launched. And so that’s basically what geographic farming is, is launching your brand. So so when we started geographic farming, would you like to guess how long it took for our average client to get their first listing?

[00:36:45] Uh oh.

[00:36:50] Two months, pretty clear, pretty accurate somewhere in that one, two, three month time frame, we had most of our clients getting the first listings there. We had a number of clients pick up, you know, sell a couple of million dollars in real estate and their first several months. And a number of clients would actually be maybe a few in the first several months that quickly. But we had a number of clients that would earn seventy five to one hundred thousand dollars in commissions in their first 12 months in geographic farming, which is totally unheard of.

[00:37:30] And that process has nothing to do with what I’m sharing here. OK, I’m going to show you that process in just a moment. But but they all interconnected together. So back to this. So as we’re signing up real estate agents, we would always ask him, have you ever done geographic farming before? And most of them would say no. Some would say yes. We would then ask those who said yes, was it successful? And most would say no and some would say yes. And we would ask them those that said it was successful. Well, what were you doing that made it successful 100 percent? Of everyone who answered that question, gave the same answer. And would you like to guess what 100 percent of the agents who had success in geographic farming in the past, what was the one answer that they gave? Do you would you like to guess?

[00:38:27] My guess, and this is just based on my own personal experience, they were available.

[00:38:34] Well, most agents are available because most agents don’t have enough business to begin with. I don’t know if they’ll look at the slide. It’s number one of the three S’s.

[00:38:44] Oh, they showed off their sale. Yeah. And how do you show off a sale if you’re a real estate agent?

[00:38:52] Signings, marketing, you mail out a Jessell postcard.

[00:38:57] Yeah, OK, you show off your sale, OK. And that’s what they were doing. And that’s the number one most important thing. Here’s what I learned from that. Homeowners want to know that you’re actively selling them.

[00:39:09] Think about this. If you’re going to sell your home, do you want to sell it with an agent who rarely sells homes or one that is always selling homes or one that’s always selling homes? Yeah.

[00:39:20] So the one who never advertises that they’re always selling the perception is they I never see them. So they must not be selling.

[00:39:30] Yes. OK.

[00:39:31] And if you see them then maybe they’re selling. So that’s the number one thing. So the three Rs is the number one is show off your sales all the time.

[00:39:40] And and here’s something real interesting about geographic farming. We will definitely have to break on this call. So I want to I want to take us to the end of this, but we’ll break and come back another time because I want to show you how to start implementing and executing on this. But I’ll I’ll stop on this topic and we won’t get into the other stuff. But the weather was like, oh, I’m showing off your sales. So most agents believe, wrongly, that you only send Jessell postcards around the sale that you just sold them.

[00:40:17] So if I’m doing a geographic farm over here, let’s just call it, you know, Cahaba Heights as my geographic farm. Then if I make a sell over in Hoover, I can’t show that sell off in Cahaba Heights because Cahaba Heights, they want to see sales that are in their neighborhood. So I can’t start showing off sales in that neighborhood until I start getting sales. And so now I’m at the catch twenty two. If I don’t have sales, I can’t show off it. I don’t show my face, I don’t get sales is not a problem. Yes. So the simple solution is those homeowners don’t care, they just want to know that you’re selling. So if you’ve got a sale from another area, send a Jessell postcard into that farm that you’re targeting because any sale is better than no sale. Yeah, I agree with that 100 percent.

[00:41:13] I mean, as a consumer, I would be thrilled to see an agent that’s selling all over the city because to me that would be a sign that they can sell no matter where you are.

[00:41:22] That’s right. Exactly. But now there are some. So the closer you get to home. The more that homeowner is going to trust you. Meaning if you sold their next door neighbor’s home and three doors down, you sold that home. And one street over, you saw another home. Do you think they’ll trust you more than if all your homes are 20 miles away? Probably, yeah, yeah, so proximity does make an impact, and that’s why most agents say, well, I need to sell homes here for them to trust me here. So I’ve got a solution. Would you like to know what that solution is? Yes. OK, so now let’s go back and let’s first articulate the conundrum, OK? Because these are always conundrum problems we’re trying to solve. OK, so the conundrum is, when I sell a home that’s 20 miles away, it may have a completely different architectural style than the homes in the neighborhood I want to target. So it becomes obvious that where I sold is nowhere near where they are. OK, makes sense. Yes. The other conundrum is, let’s say and Cahaba Heights, all the streets are names like Rosemary Lane and Jackson Boulevard. But where I just sold a whole home, it’s all numeric names like Twenty Fourth Street or 1st Avenue South. Mm hmm. So when I show off that sale into this geographic neighborhood, it’s very obvious that sticks out like a sore thumb. This has nothing to do with where I live. Is that making sense? Absolutely. So how do you solve this problem? Now, we do this on our postcards that we fully customize for our agents when we go through this whole process, we become the Claude Hopkins’ for them and I identify what is they do and we create custom postcards and we include sales. We do it on their postcards. Any idea what that is?

[00:43:39] Just putting the name of the street that’s part of it goes deeper and then maybe stating like how many days they sold it and if it’s sold for five thousand overprice or is part of it.

[00:43:55] Ok. Right. So so let me let me I’m going to peel back the onion, OK? I’m going to ask some description. I might open the kimono, OK, and let you see what’s actually on the inside of what goes on with all this stuff. OK, so the first thing is the outside architecture of the home is usually the first indication that that home doesn’t fit this neighborhood and. But once you go inside the home. That kitchen, the master bedroom, that master bath, the den, the living area, you can’t tell what type home they are outside architecture is simply by looking at an inside photo. So if you want to take that sale and make it transferable to another neighborhood when the outside doesn’t look the same. Take an inside photo and then that homeowner can’t discern if there was a you know, they think it’s a neighborhood sale because you send it to them in that neighborhood. Does that make sense?

[00:44:56] Yes, it’s brilliant.

[00:44:59] So that’s why we do that. It also helps in some other areas.

[00:45:05] The the other thing that we do. Is now this comes into a higher level of marketing understanding. OK, so let me back. Let me explain. Let’s first talk about fights, we have normal, which is black print on white copy on white background, and we have reverse font, which is white print on a dark background. Which font do you think is easier to read? Normal font or reverse font normal? That’s right. It’s eight and a half times easier to read normal font than it is reverse font. Most people don’t read reverse font. What about if you look at all caps or let’s say upper and lower case versus all caps, which is easier to read if you have a sentence, a sentence in upper and lower case versus a sentence in all caps, which is easier to read upper and lower just because it’s more natural. That’s right. Or natural. And then italics, not in italics or italics. If everything was in non italics or everything was in italics, which is easier. That’s right.

[00:46:19] So if you want them to pay attention to the street.

[00:46:25] You do it in normal font, upper and lower case, non italics, yeah, but if you want them to not pay attention to the street, so don’t even hit their brain. Because you kind of feel obligated, you need to know where the cell was, OK, then you put it in reverse font. All caps, italics are, and in that way it’s there, but that homeowner, it doesn’t register in the brain. So now you can take a cell from 20 miles away if we use that example. Yeah, you can show just the inside photo. And then for the street, you put it in smaller font, you put it in reverse font, all caps, italics, and so now is satisfies the curious, OK, they posted what I address, but they don’t they don’t even register. Well, this is in a house near here. Yeah. It just goes right by them. So now you can use cells from anywhere and show off cells in that farm and now you have success in that. Cool.

[00:47:32] That’s great. I love that.

[00:47:34] Yeah. So we’re going to have to stop.

[00:47:37] Oh, OK. But let me tell you where we’re going.

[00:47:41] Just to whet your appetite to want to come back is we haven’t gotten into how do you start to execute on it. So we’re going to talk a little bit further on the next session. Now, that’s just showing ourselves we’re going to start talking about what are the secrets that you start to explain? What are the things that Claude Hopkins’ approach to get people to actually trust you, to know that your beer is pure or your real estate is is excellent. We’re going to talk about how do you create a unique selling proposition, what it is, and then how do you start to execute on it? And then later in the session in the series, we’re going to then talk about how do you start to identify sellers? What did we do with our clients that got them listings faster than ever before when the general norm was is we’re going to take a year or two to get listings and our clients were getting them in the first month or two. How do you do that? And then we’re going to move further down into this mastery course and talk about how do you actually pick a farm, because you can’t just say eeny, meeny, miny, mo. You point to that area and say that’s where we’re going to farm because it may not be productive. You know, there’s things that you can do. So that’s kind of where we’re going in this tees it up. Has this been exciting so far?

[00:49:04] This has been great. And I just want to encourage our listeners if they want to get all those juicy details and learn how to be successful. So please join us again for the next one so they can get the rest of the story.

[00:49:19] Baby, thank you so much for again, just putting all the effort into really trying to make people better and make them successful. And this has been a great podcast. I look forward to the next one so we can finish out our discussion and hear all the good the good details.

[00:49:38] Yes. And let me also make a couple plug number one. Yes. If you haven’t subscribe to our podcast, subscribe to it so you don’t miss anything. Number two, I heard a top producing agent who makes like on average about seven hundred and fifty thousand a year personal production. Take home pay, OK, almost almost take home pay. And he teaches a course and part of his course, he talks about if you think hiring a professional is expensive, try hiring an average year. OK, so I’m teaching you what you know, but I’m not teaching you what we know. OK, so if you want to really master this, if you want to have the highest chance of success, I’d love to have you check us out. You can go either to our podcast website. Getler is calling you dot com and click on the tab. Agent Dominator, you just go to agent nominator dot com and see what we do there. And otherwise, thanks for listening in and come back next time for more of the rest of the story.

[00:50:43] Awesome. Thanks, baby. And we look forward to just hanging out again next time. All right. Y’all have a blessed day. Thank you. Bye bye.

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2020-08-12T18:18:27-05:00 By |

About the Author:

Beatty Carmichael
Beatty is a Christian businessman and consumer marketing expert. He started his marketing services business in 1997, helping over 11,700 sales agents dramatically increase sales. In 2012 he shifted his focus to work exclusively with real estate agents, helping them increase listings and sales quickly. He is CEO of Master Grabber. Learn more at MasterGrabber.com

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