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Well, hello, everyone, welcome back to this next session of Get Sellers Calling You, I’m joined again with Beatty. Carmichael Beatty is the CEO of Master Grabber, the creator of Agent Dominator, one of the top marketing experts in the real estate field. Super excited that you all have joined us again today for the Zoom meeting. And we’re excited that we get to share a little bit of our world with you. So, Beatty, how’s it going?
[00:00:29] You know, things are very exciting over here today and still and the I guess you’d call it shelter in place. I’m not sure that’s new or the same for me since I’ve been sheltering in place for over 12 years now.
[00:00:43] Yeah, I think there’s a lot of people showing off their office spaces in their bedrooms and their kitchens and.
[00:00:51] Oh, yes. So this is part of my office. I love it. Love it. Also, just FYI, for those who are listening in on our podcast, these next couple of sessions, we’re actually going to be we’re doing them on a zoom because I’ll be showing you some very specific things and that we’re actually going to get into that on today’s call. So everything should be great by audio. But if you want to see the visuals, then make sure you come to get sellers calling you dot com and you can actually watch the zoom video there.
[00:01:27] Yes. Awesome. I agree. OK, so, Penny, what are we going to do today? What do you have for us today? Oh my gosh. What’s your teaching topic?
[00:01:38] My teaching topic is to sit back and let Beatty do the talking.
[00:01:42] Oh, I get it. OK, so I get to do all the work. Yes. OK, well fair enough. OK, so what we’ve been talking about is geo farming mastery is our topic. And this is for those who are interested and doing geographic farming and want to really master not get out of the park and do what most agents have never done, which is actually make money in geographic farming, then that’s what this call is all about. OK, and let me put this in perspective, if I may. And traditional geographic farming, it takes usually 12 to 18 months to get your first listing. And this is why most agents fail, because after two, three months, they’re mailing postcards, maybe four months, they’re not getting any results. So they go, well, gosh, this isn’t working. And so they quit. And I want to give you sort of an analogy on this. And not that this has to take 12 to 18 months. I’m going to show you things that really truncate it down to getting results a lot faster. But, Penny, have you ever heard the it’s a wisdom tale, like a better word, but it goes like this. You’re out in the middle of the desert and you’re walking and there’s not a tree in sight. You’re out of water and you come to this well, in the middle of the desert, it’s a little hand pump. Well, OK. And there is a metal bucket sitting upside down and you’re dying of thirst. You pick up the bucket and underneath it is a jug, one gallon of water. And it’s got these instructions that says, don’t drink this water, pour it down the well to prime the pump and then pump. OK, so what are you going to do? Are you going to drink that water, which you know, is for certain, or are you going to pour it all down the well and start pumping and hope that there’s actually water in that?
[00:03:46] Well, if I’ve been walking through the desert, I’m pretty sure I’m going to drink the water.
[00:03:52] Yeah, well, I’m not sure which way I figure I’m a goner anyway. I must follow the instructions. Right. So so what we want you to do, what the safe thing to do possibly is to take that water and invest it all into the pump.
[00:04:10] And because what happens is that the pump usually has especially the old timey pumps have a a leather stopper, for lack of a better word. It’s kind of a ring that creates the suction. But when it dries out, it shrinks. And so the idea is you have to pour water on it and it it causes to expand and make a seal. So you pour it down and you start pumping and you pump and you pump and you pump and there’s no water. So you pump and you pump and you pump and there’s still no water. Here’s what happens with most agents, they pump that geographic form over and over again and then they say there’s nothing coming, so they quit. What they don’t realize is when you have the well, you have to pump the water up the pipe and it’s rising as you’re pumping. But what happens is if you stop pumping before it comes out, you give up, all the water goes right back down. OK, so in geographic farming, we got to keep pumping, pumping and pumping. And and what happens is you start pumping and then you pump in. It gushes out, you pump and it gushes out. And every time you pump, it’s gushing out. So you have to get that water all the way up to the top and then it starts to gush out. Is that making sense? Yeah, it does, yeah. So this is how geographic farming is that pumping is the pushing of contact. It touches postcards, other things that you do into the farm to then start to move the homeowner’s mindset to remember you first. OK, that’s the water column that’s going up the pipe. Is that homeowner’s mindset, once you get that mindset to that point that they really now they trust you, they they recognize you, they remember you, then it starts to gushing out. Do you remember on our last session I asked you to name toothpaste brands?
[00:06:10] Yes, I do. OK, and you name three brands, right. I was so confident I was going to get like 10 and I got three. You got three. Exactly. So this is what happens. OK, the consumer mindset can only remember two to three brands in real estate.
[00:06:27] That’s two to three real estate agents. Your job is to get that column of water to the top. So you’re the one that they remember. And and so that’s kind of the analogy of why most agents fail. And geographic farming is they just stop too soon. But if you keep pushing on it, then a story start gushing out. And what’s also great about geographic farming is there’s almost no competition because most agents stop too soon, which means they get nowhere.
[00:06:55] So whoever’s willing to follow through and carry it through to the end is the one who’s going to make a ton of money making sense so far. Yeah, yeah.
[00:07:05] Ok, so with that, what I want to do is I want to bring us back into a real quick review of what we talked about last time and then bring us up to where we are today and what we’re going to discuss. So let me get my screening going so you can see some of my stuff.
[00:07:24] And I think this now has us you can see my screen, is that correct?
[00:07:29] I can. Yes. Yeah.
[00:07:30] Ok, perfect. So this is geo geographic farming mastery, learning to dominate that farming. What we talked about last time was starting with marketing for listings. OK, and this whole idea is we started to talk about the Schalit story here in the nineteen hundreds, how this guy named Claude Hopkins’, he went through the factory, the brewery, and understood every single thing that they did and was amazed because of the level of of diligence they did to make sure their beer was completely pure. Do you remember that? Yes, I do. All right. So do you remember what exactly they did to make their beer pure?
[00:08:19] I don’t I remember it was a lot of steps. Yeah. Yeah. No, I’m just saying I didn’t expect you to remember.
[00:08:24] So so they started with a yeast cell that they took one thousand and eighteen hundred experiments to get it just perfect. They have several 4000 foot wells that they dug to get purest water. They would filter everything through white oak filters that were the purest, most expensive filters you could get to make sure all the stuff got filtered out of the beer as it was being made. They would then condense the beer because it kind of bad press and they condense it in a room that using plate glass windows so that there’s no impurities that come in from the outside air and all the air on the inside is completely filtered to keep up here. Then they stored and casks made out of a very special, very expensive wood that they age for a period of time before they even put beer in it. And so all these intricate steps and Claude says, my gosh, this is amazing. Why don’t you tell the public about this? And do you remember the splits guys comment?
[00:09:28] I don’t. They said, well, Claude, this is how all beer is made, we don’t do anything different. You remember that, right? Yeah. OK, so so then what Claude said and this is where most real estate agents miss it, they think that all these things that they do that perform their craft for making sales, they think that because it’s what everyone does that they don’t do anything special. But what Claude realize is that the public did not know that. So he starts writing, marketing copy, detailing what they did all these different steps and started to quantify what it means to have pure beer. And the end result was within one year, they went from number eight in the in the nation to number one. Just an amazing feat, OK?
[00:10:21] And so this brings us into this concept we talked about in real estate. We call it outside perception versus inside reality, that the outside perception of the homeowners is that they believe that all agents are the same and that all you do is stick a sign in the yard. Let’s list your home in the MLS and wait for someone else to bring a buyer. And as long as they believe that to be true, they have no reason to choose you specifically over anyone else. But once you shift their understanding of who you are to who you really are, all the steps that you do, even though it may be the same steps that other agents take, they don’t know it. So when you start to educate them on all the things that you do to make sure that your homes sell faster and for the most money and with the least amount of effort, which is what they want, OK, then they’re more likely to choose you. OK, and then that brought us into this section and this is where we kind of left off. The question is, how do you make your inside reality become their outside perception? And what we have found over time is there is a formula and it’s all about educating them.
[00:11:26] But the formula has to do with what we call the three S’s. It’s showing off your sales, explaining the secrets behind your successes, and then sharing a unique selling proposition, a USP that you do that they can remember about. OK, yeah. So last time we talked about showing off sales and mentioned that the easiest way to show off yourselves is simply sending a Jessell postcard, right? Yeah. And and the way that we learned this. So when we started working exclusively with real estate agents, this was, gosh, back in 2012. Wow. When every time we would because we started in geographic farming and we had some outrageous success. You know, where I was showing you earlier that the you know, the typical agent takes 12 to 18 months to get their very first listing in geographic farming. We had so many of our clients getting their first listing in the first month, multiple listings within two months, earning 75 to 100 thousand dollars in their first 12 months. We just we actually I hate to say it, we start taking testimonials because it’s like, well, here’s another one. OK, so what big deal. You know, another two listings in three months. Not a big deal anymore. OK, but for traditional farming, it really was a big deal.
[00:12:52] But as we were signing up customers on our service, we’d always ask them, have you ever done geographic farming before? Those who said, yes, we’d always ask them, were you successful? Did it make money? And those who said yes, which was a lot smaller percentage than those who said no. OK, we would then ask them, well, what did you do? And would you like to guess or do you remember what 100 percent of every real estate agent who had done geographic farming and made money, what they were doing, their answer was the same.
[00:13:30] I feel like it was something to do with making them stand out from everyone else.
[00:13:35] Yeah. And the simple thing that they did to make them stand out was they sent Jessell postcards and that was the number one. And in fact, that was the only answer if they had done geographic farming in the past and made money. They were sending Jessell postcards all the time. And do you know why that was so important?
[00:14:01] I don’t remember did we talk about that part, but I don’t think we did we didn’t talk about that part. So now does Scooter picking your brain to see if you can connect the dots?
[00:14:10] Because here’s what I want, is I want our listeners to be asking themselves the same question.
[00:14:15] Why in the world would sending out Jessell postcards be the one thing that everyone who made money in geographic farming did that made money?
[00:14:27] My first thought would just be the fact that. You’re a constant reminder to the list of people that you’re mailing to, so they’re constantly seeing your post card, your face, your name, your branding, all of that.
[00:14:44] So it’s like forefront in the mind all the time. Yeah, that’s very good.
[00:14:48] So and let’s add one more element, because being forefront always in front of them is really, really important. But there’s one other thing you’re thinking about selling your home and you have two friends who sell real estate. One, you’re constantly getting just sold. Yes. I’ll just I’ll just I’ll just I’ll just sell and everything. They’re always selling houses. And the other friend, you never hear them selling a single house. Which rent are you going to choose? The one who’s always selling. Yeah. OK, so this person who’s you never hear them selling, they could be selling the same number of homes or even more. But remember, your perception is your reality. Yes, what you believe to be true is what you think is true and therefore the one who’s constantly showing off their sales gives you confidence that they can sell your house to. Does that make sense? Absolutely, yeah. That’s why showing off your sales is so important. Now, a lot of people and this is we covered this last time and I’m going to move off of this this is showing off yourselves. A lot of times people say, well, I’m in a geographic form.
[00:16:00] I can’t show off the sale I just made over there because it wasn’t a house in the farm. And this is where we talked about. Oh, yes, last time is this is where we figured out how to do it, because a lot of times when you sell a house in a different area, that house has a different exterior look to it than maybe the houses all in the farm that you’re targeting. Does that make sense? Yeah. So then when you sell when you show a picture of that house, let’s say it’s a Mediterranean style house and the farm that you’re targeting is a New England style architecture, then it just stands out, stands out like a sore thumb and they go, well, that yeah, that wasn’t even anywhere near here. Right. Maybe that was on the other side of the country when they were. So what we do is we found that if you have a house at the exterior is dramatically different than the exterior where your mailing we do something very unique. And do you recall what that is?
[00:17:03] We do an interior photo, so let us in or the bathroom or something like that.
[00:17:11] Absolutely. So we show off your sale, but we do it with an inside photo because here’s what we find. The kitchen. Looks the same regardless of where you are, the master bath, the master bedroom, the den, the living area, the playroom, the outside with a pool, they almost always look about the same, even though the exterior is different. So so you can then use cells from other areas and show them off in your farm. So that catches us up to date from where we were before we shift off of this topic as I review this with you.
[00:17:50] Does anything come to mind that maybe you would like to ask for clarity or maybe you think that if and I’m not saying that there is anything but anything that we should clarify before we ship off of this topic?
[00:18:03] No, I can kind of hear maybe some agents thinking, is it going to get redundant? You know, like I can kind of I from a marketing standpoint, maybe their thought process is, is this going to get redundant?
[00:18:18] How am I going to continue to make sales if it’s like the same stuff going out?
[00:18:23] Yeah, well, it’s always best to be redundant then. Remise. OK, so. All right. So, in fact, I got to tell you a story and in fact, I will tell you this story in just a moment on how you can be redundant five times with the same cell. So what? We’ll get there.
[00:18:44] So let’s talk on the second s so the first test is showing off your cells and the second, as is explaining the secrets to those cells. And what I want to share is this is what Claude Hopkins did was Schlitz beer. This is what he did with a lot of his other clients. And this is what we find, that if you do it with your marketing, it makes amazing, huge supernatural leaps forward in people doing business with you. And the secrets behind themselves is really taking those things that you do to be excellent for your clients and simply educating your people on what you do. OK, let me give you a couple of examples. The easiest way to understand secrets is most agents out there use some sort of a listing presentation. But have you ever seen an agent with a listing presentation kind of flip through? All right. So each page on that listing presentation is typically one thing that that agent does or has access to or some value or benefit that agent brings. That is another reason that you should choose that agent and then the agent flips to the next page. And there’s another reason. OK, those are the secrets to your sales and that’s the easiest way to explain it. So if you were to take your listing presentation book and rip out all the pages and put one page on a postcard and mail it out, that’s essentially what explain the secrets and to get down a little bit deeper.
[00:20:21] Think about this. One secret to getting your client the most money is to make sure that you get lots of offers immediately. So you create a competition and a willingness for the buyer to pay more and accept less on the contract, on the inspection negotiations, because they know that there are other people wanting to get it and they don’t have as much leverage. Does that make sense? Yes. OK, so what do you think an agent can do to ensure that they get more buyers looking at the home right off the bat so they get more offers on it?
[00:21:03] Definitely have to stay competitive with the market pricing you need. Perfect. Oh, gosh, I’m on the spot.
[00:21:13] So. OK, so so let’s let’s talk. So price is number one. I love what one of our agents said on one of his postcards. He says 80 percent of our marketing of your home will be done the night we decide the price. Yeah, you can’t overprice it and expect it to sell. And if you underprice it, then you’re going to lose money. So getting a perfectly priced the number one most important thing, because if it’s priced right, then you’re going to get all the legitimate buyers coming in wanting to see it. That’s number one. OK, OK. But maybe another thing you can do is. Is maybe take really beautiful professional photographs, go hire a professional photographer to photograph every single room from different angles and the outside, maybe even photograph it right at dusk where the background of the sky is, is dimming and you can turn on all the lights in the house. Now the light looks beautiful and warm and a glow, which is a lot better than taking a photo exterior at 12:00 noon. OK, yeah. So by hiring a professional photographer who knows how to make that house pop in photos, do you think when people go online to look at it and the photos are absolutely gorgeous, you’ll get more interest from buyers to see the house than if they were just dud photos?
[00:22:42] One hundred percent.
[00:22:44] Ok, so then you could explain the secrets of the note, the steps you take to get absolutely gorgeous photos and not just a gorgeous photo, but you’ve you’ve searched the market.
[00:22:56] You’ve interviewed 15 different professional photographers, realtors that you looked at their stuff and you found the one that is most successful, that their houses that they take photos on always sell faster and for the most money and you pay whatever cost it takes to get him because.
[00:23:13] Your most important goal is to sell your clients home faster and for more money, is that impressive? Yeah, yeah. Does that set you apart from other agents? Oh, for sure. OK, so now we just hit two things price professional photography. How about number three? I don’t just list, you know, maybe 12 photos online to sell the house. I put 45 to 50 photos because here’s what I find when someone’s searching their first spot is online. Yeah.
[00:23:43] They want to see everything about the house. And if I can continue showing more photos that continue to wet their appetite, I only get more bites at the apple. More interested buyers coming to see the house if I can wow them. And if it takes 45 photos to wow them, I’m going to get more interest in simply showing them 12 photos and hope that they get the rest of the picture.
[00:24:04] Mm hmm.
[00:24:05] Ok, maybe I don’t just post it through my emails that then get syndicated out, but I also go to Craigslist and I go to local places and I go to places like Udoh, which no one’s ever heard of, but it’s still is, and crazy traffic. And so I post my my houses and more locations than the typical agents because that way more homeowners see it and I increase the chance. More more buyers saying excuse me, more buyers means more potential offers and all it takes is one more offer. And now I’ve got competition which keeps my price sales price of the house high.
[00:24:48] Yeah, yeah. Presentation. I mean, I was just thinking about like when you’re talking about photos, you know, it’s kind of look nice before you make a nice picture.
[00:24:59] And if you got a nice home, especially with a nice yard, maybe a great backyard pool, use a drone. Yeah, you can talk about your drone photography. Yes. Even that makes it even more special. OK, these are the things I’m talking about with secrets, you know, and we’re not even through you know, we haven’t even begun to scratch the list. But does this start to impress you as a homeowner? Yes. How about this puts another way that I consistently and say here’s the message. The messaging is my home’s consistently sell for more money. In less time and with less hassle, how can you back that up, just like Claude Hopkins? How can you back up that our beer is pure, you go through all the steps? Well, another reason my home sells faster and for more money is because I get more buyers there sooner. And one of the ways I do that is in addition to all these things, I then do aggressive marketing before the home comes on the market. I may put out on the road a coming soon sign.
[00:26:07] Yeah, I might list it online in different places, coming soon. I might actually start to do postcard and mail out into that neighborhood, because in a lot of places somewhere, I think the number is between 20 and 30 percent of buyers in the neighborhood are friends of and therefore referred by someone that already lives in that neighborhood because they want their friends there.
[00:26:31] Ok, so why not market to those people already live there and say, hey, this home is coming on the market? It’s not on yet, but if you have any friends, let them know because it’s coming on the market on this date and it’s going to go fast. So now I create pressure from within the neighborhood to drive more buyers, interested referred buyers who want to be in that neighborhood. Those are the best buyers you can get. Right?
[00:27:01] It’s that sense of urgency.
[00:27:03] It’s that sense of urgency. So these are just a handful of the things that you can start to talk about, each one of these topics being a separate message that you push out into that community. This is the second of the three. So let me let’s back up and let me ask you a question, OK? You now have three real estate agent friends, OK? I can’t let me I’m trying to get in the visual three there.
[00:27:30] Now we got three. OK, OK, so I got three. This one over here.
[00:27:35] Is the one that you get the Jessell postcards all the time, this one in the middle is the one that, you know, sells houses, but you’ve never seen any evidence.
[00:27:45] Well, this one over here is kind of a newcomer, but everything they do, they’re showing off their sales and they’re always amazing, successful sales. They’re explaining the secrets behind all of these things that we’ve been talking about and telling those secrets as to this is why my houses consistently sell more. Yeah. Now, which of those three agents are you more likely to choose? The one that you just see those just sold, the one that you see nothing or the one that you see the souls with the explanation?
[00:28:16] Absolutely. With the explanation. Yeah.
[00:28:19] So that’s the power of explain the secrets. Now, before I move off of secrets, any questions on that now?
[00:28:29] I thought that was great.
[00:28:31] Ok, so now the third part of the three S’s is what we call a unique selling proposition. And this is going to take a little bit more time to explain because there’s a lot of facets with it. But some people call it a USP unique selling proposition, USPI. And so you may have heard the term you may not have, but here’s basically what it is. A USP is where you can condense down into just a few words, something unique about you. That’s why it’s called a unique selling proposition. It’s a unique or maybe if we were actually to read coined this phrase, we would call it a you see a unique choosing proposition. Why should you choose me? OK, but it’s something unique that gives that homeowner a reason to want to choose you. So let me give you some ideas of what this could be, OK? It could be because you professionally stage every one of your homes. Now, this may be important in that community where staging is important, maybe especially if the homes are a lot of times unoccupied and most importantly, when the homeowner knows what staging is, I’m going to ask you, I’m assuming you know what staging is, right? Yes. OK, now you’ve been involved with real estate to a degree, right? OK, how many of your friends who’ve never sold real estate, if you mention the word staging. How many of those friends do you think understand what staging means?
[00:30:03] Not that many.
[00:30:05] So if you simply say say I staged all of my homes, then sometimes that’s going to fall flat. Because if you’re talking to a market that’s never had to have a home stage, they really don’t know what that means. Yeah, OK, so then what that means is if you’re going to use that USP, you’ve got to work it a little bit more so people understand it. So here’s the key with USP is it’s got to make sense what the value is like. One person gave the value I paid for professional photographs for your home. Well, you know, that’s not really USPI because I’m thinking, well, duh. Doesn’t doesn’t don’t every rule. Well, they don’t. But that’s my perception. Maybe or maybe the. I don’t know what that means. No. Only cost what. Fifty bucks for someone to come over and take a few pictures. So there’s not a whole lot of value. Now if you know, if you’re in a high end market you might say I paid twenty five hundred dollars for the top professional photographer to photograph your home so it sells for the most money. Well now that’s a little bit more impressive. OK, here are another type of USPI a lot of people have probably heard of and many reject. But for those who do it, they make a lot of money with.
[00:31:32] It is, I guarantee, to sell your home and blank days or I pay you Blic or like your home sold in 27 days or I pay you one thousand dollars. So something like that. What that does is that creates a wow response. And the whole idea about the USPI is to create a response that gets people to go. Wow, that’s a lot of value to me and no one else is doing it. Let me tell you one, my favorite one. So we have a client that makes a lot of money selling real estate, personal production. When I met him, one hundred and twenty transactions a year personal on 35 hours a week of work. Wow. And he never worked Friday, Saturday or Sunday. And it was all about marketing, OK? And he had a great USP. So he’s tested a number of USPSTF and the ones that he’s filing now. So now he does about sixty eight transactions a year and makes a lot more money because it’s increased his sales price that he sells. But here’s what he found works even better. He says I’ll pay for a handyman and painters to prepare your home before you put on the market so it sells for the most money. Now, have you ever sold a home before?
[00:32:53] We have sold Multivolume before you sell it.
[00:32:57] Do you go around and look and see what needs to be fixed up and painted? Yes. And it’s always heartbreaking. Yes, it is. Isn’t. OK, so give me an idea. When you look around and you start tabbing at the cost, you’re going to hire a painter, our handyman, hire people to do this work. What type of typical cost does it take to prepare those homes?
[00:33:20] Oh, I mean, if you’re talking complete paint and that kind of stuff. Ten thousand dollars at least.
[00:33:28] At least. OK, yeah, I was talking to an agent, he said so, you know, how much does it cost to get a home ready? Go on the market there. He said, oh, at least six thousand dollars. I mean, just to paint and do some repairs. I know when we put our home on the market just a few years back, we put fourteen thousand dollars in it. Yikes. OK, now it needed some updating and but, you know, we we just finished beautifully painting the outside. I think that was four or five thousand, maybe six thousand dollars. We finished painting on the inside and then we updated the kitchen, you know, painted the hardwood cabinets to a beautiful white and we did a number of things put in new flooring, OK? So the bottom line is it can be real expensive, yeah. Now, imagine that you get the postcard from my client that says I pay for handymen and painters to prepare your home at no cost to you. How much value do you think that represents so much?
[00:34:35] Because when you’re when you need to sell your house, you need to sell your house like there’s no I’m saying you’re in a position where, like, I really need to sell my house. But then when you start looking at the cost that, you know, you have to do to your home in order to keep it competitive, it can be a shock and very depressing.
[00:34:55] It can be a huge shock and really depressing to go borrow money to and then sell it. Right.
[00:35:03] So I say that to say this. It’s such a powerful USP.
[00:35:10] That now, if you have those three agents, OK, well, that’s just showing off his cells, one that doesn’t show off anything, and the other agent showing off cells explain the secrets and says I’ll pay painters and handymen to prepare your home at no cost to you. Which one of those are you definitely going to chase?
[00:35:31] I’m sure the one that hurt my costs. There you go.
[00:35:35] So there is now now we have the perception. Of a huge value, do you see that? Yeah, that’s what a USP, the higher the perception of a bigger direct value, the more impactful that USP is to your client. Yeah. Now, at this point, I know what a lot of the agents out there are thinking. Do you?
[00:36:02] I can take a pretty reasonable guess. They’re probably thinking I can’t afford. That’s right. For that kind of cost.
[00:36:09] I can’t afford that. So let me see where we are in our slides. OK. I’m going to answer that a 14 question on our next session, which means you’re going to have to come back now because they are going to. So keep in mind perception. And reality are not always the same. OK, what you perceive to be true may not really be true, but it’s true in your mind. Yes. And and so what we do on a USP is we create the perception. We create a USP that’s absolutely legitimate, has tremendous value, and we phrase it in a way that creates a lot of curiosity and a lot of lot of what I call hook appeal. You know, we want to look him in the mouth and reel them in, OK? But we don’t give away all of the details because what we find is the details as why people will end up contacting you. So what we do with this and what we find is a good solution is that you have price points, like my friend who tested and worked this out and found that is more effective than any other USB he’s done is done in 40 years of selling real estate. What he does is if the home price is less than three 50, he’ll pay up to five hundred dollars. If it’s more than 350, he’ll pay up to a thousand dollars. So now here’s what happens. I look at my home and I go, wow, it’s going to take six thousand dollars to fix this thing up. I’m to call my friend Stuart and says, Stuart, you’re going to pay six thousand dollars. No, not six thousand. I can’t afford to do that. But what I will do is I’ll let me look up your home. Yeah. I’ll pay five hundred dollars toward those repairs. And they say, now what’s happened is Stuart now is on the phone with a homeowner thinking about selling.
[00:38:18] That is Stuart’s listing to lose. Yeah, that’s right. Now, I’m not trying to really pitch this up, but I am just trying to explain the tremendous value of it is is it gets that person to respond now with that. So we’re all focused on if you think about the topic of where we’re coming down right now, we’re covering three topics the of our mastery course. We’re getting through the marketing side of things. So, OK, and we’ve talked about how do you present your marketing in a way that people want to buy? You want to choose you. And it basically comes down to this three S’s. But there’s something else in marketing that you can do and you can start to take some of this content. And use it in a direct response format and actually start to identify sellers before they come on the market and this is really cool. So let me walk you through this. OK, so what you do to identify sellers is sellers have certain information that they want to know in marketing. There’s this concept pinny known as the educational spectrum. Let me see if I can make sense of it for you. Have you ever bought a new car before or new use one?
[00:39:35] Yes, we have. OK. When you when it came time to buy in to buy a car, you your old car starts to have problems. You’re thinking I need to get a new one. At that moment that you simply just go straight down to the car dealership, just kind of close your eyes and say, I’ll take that one, whatever one it is, you know, or did you research it? A lot of research. A lot of research. Tell me what you did to research it.
[00:40:00] We started out online just looking at different body styles. And once we narrowed down the body style, we kind of determined price and mileage. And as far as our max mileage that we wanted on the vehicle, we looked at gas mileage per gallon, things like that.
[00:40:20] Ok. OK, and then so you you started with a so you’re on the educational spectrum, you start right here, OK? You come on in the educational spectrum, you’re about a one. I need to buy a car. You start to research and as you go through that researcher narrowing down your decision making. You keep narrowing it down to the make and model and the price and what that year that’s going to be, and then you start to look for it.
[00:40:47] And then what happens when you get over to about number 10 on that scale of one to 10, you pick out a car. That’s right. You go pick it out and buy it. Right. OK, so what happens when people sell a house? They say start over here. So I think I want to sell my house. They start looking around, they start preparing the house, asking questions what they need to be doing. They do all of this stuff. And have they contacted a real estate agent yet? Typically, no. No. So they keep going. They get the house fixed up. They’re ready to put the house on the market, ready to make it happen. Now, what happens at this point?
[00:41:27] Now they’re going to call an agent, that’s when they call a real estate agent at the very last moment. Yeah. What would it be worth to you if you could identify that seller somewhere back here while they’re still in the planning phase?
[00:41:40] Right. If you knew who they were, who were planning to sell before any other real estate agent knew about it, could you get more listings?
[00:41:50] Wow, a lot more. Could you make more money? Yes. Would your life be a lot easier? Yes.
[00:41:59] Ok, so now keep in mind that the number one thing in real estate now, if you go back to millionaire real estate agent book and Gary says that in real estate, there are three things you have to remember about real estate. Number one is that you remember this. We talked about it months ago.
[00:42:17] Oh, gosh, I don’t sell the generation a large generation. And do you remember a number two generation and you remember number three lead generation. So if you’re not generating leads, you’re out of business, right? Yes.
[00:42:34] What’s the best way to generate the one that you’re in competition with, with three other agents trying to get that listing or the one that, you know, it’s coming on the market long before anyone else knows that you can win the relationship first.
[00:42:46] The one no one knows about yet for sure.
[00:42:49] So here’s how to do it. OK, this is all has to do with that educational spectrum. If you know that they’re going to be educating themselves before they make a decision, then all you have to do is figure out what are those questions that they’re going to be asking. What are the what are the pieces of information they want to know?
[00:43:12] And then you can supply that information. OK, so what we do with direct response and this is what you can do on your own or you can hire us. You know, I remember what a friend of mine says. If you think hiring a professional is expensive, try hiring an amateur. OK, that’s right. By the way, we’re professionals. We’re not that expensive when it comes to net cost of making the sale. So but what we do is we start to say, what are the things that homeowners want to know? And I don’t know if you know this, Penny. So we did twenty one split a B marketing test where we compare two different things back and forth, 21 different tests to identify what type of marketing drives the most sales, the most of these leads and trying to identify sellers.
[00:44:00] But B, but but in addition to that, we have tested and and marketed probably thirty seven different messages and variations, looking for the right words, the right phrases, the right offers that gets the seller, that person who’s thinking about selling to want to respond. Because if you want to generate leads, if you want to identify sellers before they come on the market, if you want to get them in that educational spectrum where they will respond to, you have to know what is it that they really want to know? Does that make sense? Yes, for sure. If you offer something they have very little interest in, you’re not going to get many prospects responding. But if you know what they’re hot to know about, then you’ll do that. And that’s what we started to do. So what you do in direct response is you offer information that a seller wants to know. You offer it, you don’t give it. You simply push out the the carrot and says, hey.
[00:44:59] If you’re thinking about selling, here’s something you might be interested in, and then you use stealth technology to identify those people who respond. OK, yeah. Is that kind of making sense?
[00:45:11] Yes, it does for sure.
[00:45:13] Ok, so let me say this makes sense a little bit further. So we did some studies years back and what we started to look at is if someone goes, if someone takes a marketing piece and they respond to it and then they had to enter additional information once they respond versus they go to marketing piece and simply respond to that marketing piece and they don’t have to enter any information. Did you know that out of every 100 people who will respond, let’s say I’ve got 100 people, I send out a marketing piece, I’m offering information that someone wants to know and I get 100 people responding. If I then ask them to fill out a form to get that information that they’re responding to, you know what the typical percent of those people are that actually will fill out the form.
[00:46:06] I don’t I would say it’s low, yeah, it’s low, would you like to guess out of 100 people that actually so let’s say they go to a website. OK, some marketing pieces, go to this website, get this free report or something that they’re interested in because they’re thinking about selling. And then on that website says fill out this form to get the report out of one hundred people that go to the website. How many people do you think would actually fill out the form?
[00:46:29] Statistically, I’m going to go really low, 10 percent.
[00:46:32] Yep, somewhere between five and ten. Wow. What does that mean? That just happen to those 90 to 95 people that did not fill them out?
[00:46:42] They still want to know. They still need the information, but you don’t know who they are.
[00:46:49] Yeah. OK, so this is one of the things that we learn really early on, long before we started working exclusively with real estate agents, if they had to identify who they are to get the information, most people don’t. And do you know why they don’t? If I had to guess, maybe they just want to be contacted, that’s it, they don’t want to be bothered by a pesky salesperson trying to get them to make a buying decision, right? Yeah, they just want to know.
[00:47:21] So only those who are willing to be contacted will fill out the form or those who are just not bright enough to know that when they fill out the form, someone’s going to be contacted them, OK. But all of the other people who are bright enough to know that, then they’re going to hold back on filling out the form. So this is why you have to use some sort of stealthy way to identify them so that when they go to that, if it’s a website, if we keep it in that terminology, when people respond to that marketing, go to that website, you have to be able to identify them immediately right then on the website before they make it there without them filling out a form. And if you can do that, then you’ve got all of these prospects thinking about selling. So what I want to do next. And this is where we’re going to stop and we’re going to pick up the rest on our next session is how do you start to implement these things? How do you start to implement the three S’s? How do you start to implement the direct response to those both of those things to drive people to choose you and to identify those sellers long before they come on the market?
[00:48:32] What I want to do is I want to walk you through the umpteenth variation of our postcards, OK? The things that we actually do that we have honed this thing down to a science and show you exactly how they can be implemented, not so much as a as an effort to, you know, promote our postcard.
[00:48:51] So I’d love to do that. But really, the best way to show you how to execute on this stuff is to show you what we do for our clients. And then from there, you can start to either take it and create your own stuff, followed the same pattern. Or maybe if you want to come to us, you can hire us to do that. So before we break and wrap up this session, any questions, any comments, any thoughts that are rumbling through your minds other than do we really have to wait till next time to actually see this?
[00:49:26] Other than that, I think the biggest thing that I was thinking about was just the importance that you talked about this, the importance of setting yourself apart and really being something that other agents are not providing because there are so many real estate agents. And so I just think the importance of that, that USPI, the unique selling proposition and just really providing something for clients that no one else is doing. And you’ll get into that some more, I’m sure. But there’s ways to protect yourself as an agent. Still do something significant, but also protect yourself so that you’re not just giving away a house.
[00:50:11] Yes, exactly. So when we get to next next session on this and I walk you through that, ask me promptly, remind me to cover that if I don’t cover it normally automatically because it is important and and this is the key with creating a USP is making sure you have what I call the parameters that protect you. OK, well, we do with our clients just as an flies. Who is we walk them through how to create a USB. We have several USPSTF that we have found to be real effective, very demonstrable. And what they do, very key people remembering you and also highly, highly protect you so that you can’t lose money on it. And so we’ve gone through that. So what we’ll do next time, just as a as then a final reminder is what we’re going to do. We’re going to wrap up this section of marketing, actually show how to execute this stuff on how we’re doing on postcards. And it’s not only postcards, it can be on Facebook ads. It can be in flyers, it can be in emails. It can be in things that you drop off in your literature. When you go to a listing presentation. Once you understand the mechanics of what drives the homeowner to choose one agent over another, then you can take those mechanics and use them in everything that you do. Is that making sense?
[00:51:34] Yes, absolutely. Yeah.
[00:51:36] So we’re going to do that. And then the next thing we’re going to do, all this is going to this next session is just going to condense it all down, I think, and wrap it all up so we’ll get it all done. I think in his final session, we’re also going to talk about how to choose a geographic farm, because just like have you ever picked any stocks before? I’d be like invested in stocks?
[00:51:58] No. Research it a little bit just for fun.
[00:52:02] Have you ever heard that some stocks will make a lot of money and some you’ll lose a lot of money? Yes. OK, well, geographic farming is the same. It’s just like a stock. Some stocks are winners and some are losers. Some farms are winners and some are losers. So what we did is we developed and perfected a very simple formula that all the information’s in your email us. All you do is pull up a couple of pieces of information from your E.M.S. You plug it into the little formula that I’ll teach you guys next time and you’ll know instantly which farm is going to become the most profitable farm for you so that you don’t have to spend any money on the wrong farm where they’re going to talk about what I call our crystal ball analytics. It’s another simple formula, but I’ll show you not only which farm is going to be most profitable right now, but which one will have the trajectory of becoming the most profitable over the next five years, because if you’re going to invest in farming, you’re going to be there for a number of years. And doesn’t it make sense to be in the spot where it’s going to make you the most money?
[00:53:08] Oh, for sure, yes.
[00:53:10] So what we’re going to cover next time is going to be worth tens of thousands, if not hundreds of thousands of dollars in getting you said, in the right trajectory. And then the last thing we’re going to do is we’re going to talk about another type of farm is called expired and a simple way to take these same concepts and focus on expired listings in a way that most people have never done. And that way is going to drive even more business to you. So all that for a call next time.
[00:53:40] Awesome. I’m so excited. I think if people have not been listening to this, they are missing out. This is good information that agents need for sure. And I totally agree with you. We’re here to help them along that journey if they choose to to partner with us. And that would love to make them extremely successful. Thank you so much, baby. I think we’re out of time for today. This was great information, as always, and I look forward to seeing everybody else again next week. I think it is. And and learning more about this amazing technique that you’ve perfected.
[00:54:17] Very good. I look forward to it. Don’t forget. Please subscribe to our podcast. And so you’ll never miss a session. You’ll have a great day and be blessed.
[00:54:27] Thank you.