Transcription (was completed by automated process. Please ignore any speech-to-text errors)
Speaker1: [00:00:01.32] Well, hey there, this is Beatty Carmichael with Get Sellers Calling You and also with Agent Dominator. And I want to do just a real quick introduction on this podcast series that we’re doing on Mastering Geographic Farming. This is actually a podcast or coaching and training sessions that I’m doing with a friend of mine named Isaiah Colton. Isaiah runs another company called Real Estate Nexus, and they work with high end real estate agents and mastering on geographic farming. So I’m one of the participants on this coaching and training series. But there’s a lot of other great talent. And I think you’re going to get a lot out of this. This is done as a video. So if you’re listening to this by audio, I do know that this is an actual video interaction. There’ll be some screen sharing and things of that sort. I think if you’re listening by audio, you should be able pick up at least 90 percent of the content without any problem.
Speaker1: [00:01:06.64] But if you do have a chance, please watch it as a video. I think you’ll get a lot out of it. So this is a four part series and it’s everything from postcard marketing and the basic marketing premises to calling leads. And how do you call them? How do you do multichannel touches within a farm that just actually skyrocket your results? And if you actually take a look at what we do with geographic farming, with Agent Dominator, where we guarantee your number of listings and your return on investment, or we will give your money back, you’ll notice that the best practices that we base it on is what you’re actually going to learn in this marketing series. It’s not only getting a good farm, but it’s also doing good marketing through postcards, which is what we do, and then good multi-channel touches that really just increase the overall impact. So you will get a lot out of this. And I’m so excited that you’ll be watching it. Thanks for allowing us to serve you with it. And without any further ado, let me bring it on.
Speaker2: [00:02:05.26] We’re going to go ahead and get started here soon. And today we’re going to be continuing our at least seven part series called Geographical Farming or Geo Geo Farming Secrets, and with a heavy emphasis on multi using multi-channel marketing, a multichannel marketing approach to draw more listings from specific targeted areas. OK, so we last week we covered mistake number one pop quiz, everybody, before I put up the slides. OK, what was mistake number one from last week? When it comes to geographical farming, what’s mistake number one? I want to hear from the chat from those of you that were with us last week, if we remember what we learned last week. So mistake number one, what was it? And Jonathan, if you see the chap popping, popping in, if anyone’s willing to participate here, we’ll see. OK. Well, you’re on me, brother. Oh, April says, I wasn’t here, so that’s a good excuse, April not. Here we go. Randy Carson, you’re the man not properly identifying your market, right? Pretty close, right? Ding, ding, ding, ding, ding. All right. So, Beatty, before we get to mistake number two, let’s just a quick like I know this is hard for you and I because we like to talk, but a quick three to five minute summary of mistake number one from last week, OK. OK. And then I’m going to have John in a quick three to five minute summary talk about what we learned from a technology standpoint. And then we’re going to move on to mistake number two.
Speaker1: [00:04:00.69] Perfect. So last week we talked about the most important thing and the biggest mistake, if you don’t do it well, is to pick the right farm, because anytime you do marketing, the list that you’re targeting is the most important part of your marketing. If you target a bad list, it doesn’t matter how great everything else is, you get no results. So when we talked about picking the right list in the farm, we talked about a number of different things. We have an Excel spreadsheet that you can use to really simplify it. It’s got some formulas built in, but essentially the most important thing to do is to look at what’s called turnover rate and average sales price together. OK, most people are familiar with turnover rate. If you’re not familiar, it’s real simple. If you have a one hundred home farm and 10 homes sold in the last 12 months, that’s a 10 percent turnover rate. That’s ten divided by one hundred. OK, so it’s just a percentage of how many of the homes are actually selling. You want to find farms that have higher turnover rates because more sales means the opportunity to pick up more sales, more listings.
Speaker1: [00:05:10.11] But if you have different farms that you’re looking at and they have different turnover rates and they also have different average sales prices, then you become you get confused. Where do I go? So that’s where the average sales price comes in. If you take the turnover rate and multiply it by the average sales price, then it gives you what we call a sales turnover metric. And this is actually a dollar amount and it represents the economic value of that farm and apples and apples. So now you can look at all your farms, measure them by the. Here we go. Thank you, though. Sales turnover metric, which is the last column on the right. And from there you can look at and see which farms are going to be most likely the best one to go for. Then there are some other things you can do beyond that. Let me suggest maybe go back to the previous session before we get too deep in talking, but that gets to 80 to 85 percent of the way in picking the right farm. How did I do I say it pretty,
Speaker2: [00:06:19.38] You did really good. I was timing, I was it was right around three minutes of perfect, so good, good. Clara, make sure we’re live on Facebook if we’re not already in the running success community. If you want to see the full training from last week, full in-depth training from last week, you can go right into the Facebook group. You can find that training, Clara, just for the heck of it. Let’s drop the YouTube link in this chat, OK, for their convenience so they can click right on that YouTube link. You’re going to see all the series go up there as well from this coaching session to make sure that you guys get the full training on mistake number one. Right. So and really, just to kind of back it up, the whole goal here is behind the seven most common mistakes is to where if you can prevent these from happening, when you’re doing geographical farming, we we have a proven track record where you can draw five to seven listings a month from establishing and using a multichannel marketing approach from from a geographical area.
Speaker2: [00:07:19.41] That’s the goal, is to have a be working enough data, having the right system set up to minimally be attracting five to seven listings a month. It takes a bit to ramp up, but you can do it quicker. You know, you can do it quicker. You can see this this chart here is we want you to do this instead of going through this Jagat approach. And if you make sure that you’re implementing what not to do, along with what to do with the seven most common stick, you’re going to get there a lot quicker. OK, so, Jonathan, we’re going to dove in a mistake number two. But walk us through from a tech standpoint, just briefly, how we covered how to find your geographical right, how to find them right. And what the hot what the hot score means and what it doesn’t mean when it comes to geographical farming. So give us a quick rundown. I don’t know if you want to share your screen or if you just want to talk about it verbally before we get to mistake number two.
Speaker3: [00:08:16.56] Sure. And can you guys hear me? I know my headsets acting up a little bit here.
Speaker2: [00:08:20.34] Yes. Fortunately or unfortunately, we can hear you.
Speaker3: [00:08:22.80] Ok, I was going to say try to make it fortunately for everyone. And so last time we actually sat down and myself and or divorce because she’s here every single week, we sat down and actually worked through Beatty spreadsheet together. It was one I’m going to speak for her and say we had fun divorc. You don’t have to tell them if we didn’t. But we had a good Valka. Awesome. We did get all those leads loaded and we looked over next steps of sending out a text message campaign now that we were able to navigate our system. Anyone who missed the video, I strongly suggest going back. We did an in-depth screen share and how to find them. If you want a quick reminder, go to your contacts tab inside of there. You go to your saved filters and then those save their filters right there. We actually set it up D and myself, set it up where she can actually select each zip code so she can mark it differently to each one, because of course every zip code is going to be a little bit different. And for everybody else, your geo leads are already sorted inside of there. And for some of you, they already have that hotness. Schaus, you have your hot, warm and cold letting you know who’s moving soon, who’s moving a little more down the road, who’s more of a pipeline lead and who is a cold not looking to move any time in the near future. And so that was a quick recap. We were sending out text messages. We talked about where to find those scripts, where to find those templates, the plug and play information. And I would strongly suggest anyone who missed last week definitely go back right after this one and give that one a quick watch as well so that you can jump right into number two today,
Speaker2: [00:09:51.21] Interact with us as much as possible. We want to make this not a monologue, not a monologue, but a dialog. So make sure any questions you have along the way ask. You can also, for those of you that are joining us in the private run success community, feel free to ask your questions there. We have one of the panelists standing by helping us walk through this as well. And I think that, you know, let’s let’s talk about experience so you guys know who is with me today. You have Beatty, who is done launched over over a million postcards, I believe. Right, right. Beatty through.
Speaker1: [00:10:29.13] That was quite a
Speaker2: [00:10:29.85] Few years ago. That was quite a few years ago. Through different all different markets across the country has done over 40 different assets when it comes to postcards, what messaging works and what messaging doesn’t work. And then we also have Ron Mahsa with us, who is actually a certified trainer for New York State. Right, Ron. And I get that right now and has coached and trained thousands of agents when it comes to geographical farming. And then we also have Mark here, who has made one or two prospecting calls in his career when it comes to geographical farming, a.k.a. thousands of them, when it comes to geographical farming and has trained hundreds of people and inside sales. And then we have John Simonelli, who is. Basically, the brains behind making all this work and what I mean by that is that we don’t part of professional services and we’re going to dove in a mistake. Number two is that you have on demand, on demand one on one strategy sessions to help to a done with you service to help you execute your sales and marketing plans. That’s what Jonathan does. So that’s what he did with Dwarka. Some divorc. I’m so glad you took advantage of that. A lot of people don’t realize that part of your your payments, no extra cost. You have On-Demand sales and marketing support. So anything you need, any ideas you have, anything you need help implementing, we’re there to do it with you within, you know, within the confines of the technology and the capabilities that we offer you. Right. So with that, let’s get into mistake number two, not having the right message to convert the leads into listings. Beatty. I think you might have something to say about this. Maybe how much
Speaker1: [00:12:17.41] Time do I have?
Speaker2: [00:12:19.06] Maybe a few things so you can talk us through it. I’d be happy to have you share a screen if you have an additional, you know, any additional slides that you want to show you. You know, the floor is yours here for, let’s say, the next ten, ten, fifteen minutes.
Speaker1: [00:12:33.17] Ok, great. So let’s talk at a high level for the right message to convert listings and deletes. If you were to let’s you know, if we back up and say what is the focus of marketing? How does marketing work? What are the most important parts of marketing? You got one hundred percent and marketing 100 percent of the results that you’re going to get. About 40 percent of those results are tied directly to your list. This is why the most important part that we started with last last week was picking the right form. But then there’s another 40 percent that’s tied to your message. And the message is in marketing, we call it the offer. OK, so you have the list and you have the offer. That’s 80 percent of all the results you’re ever going to get. The remaining 20 percent of those results is how you actually communicate the offer, not the medium, but the words that you say. So in marketing, we call it the copywriting. OK, so right now, mistake number two, not having the right message is really talking about not having the right offer. That gives a lead a reason to either identify themselves by raising their hand or a reason to pick up the phone and call you and say, please come sell my house. So the you have to take some time. And it’s pretty easy. Most of you guys out there, you’ve been selling for a long time. You know, what are the triggers that cause people to want to choose you? Well, let me back up. You may not know. Can I tell let me tell real quick story. So we sold our home three or four years ago. I interviewed three agents. They were all successful. One of them was the number two selling agent between number one and number two and our suburban city. And and I asked each one of them, why should I choose you over someone else? And you wanted guess what they told me, Isaiah,
Speaker2: [00:14:27.43] Because they provide good customer service.
Speaker1: [00:14:29.53] Yeah, something like that. Exactly. You know, and so that’s not the right message. That’s a good message. But everyone uses it. So not having the right message is really the most important thing. And you brought up a slide. Let me just talk you through a couple of slides. So there’s a card that you just brought up that you flipped on the screen. Let’s go there. Yeah, Richard Jacques’s. So just to give you kind of a background, so Richard Jacques’s is an ex TV announcer. OK, so he’s promoting a face, you know, a name you trust. That’s where that’s coming from. You used to see me on TV all the time, which is a great message to have. OK, but think about this car now. I want to be not critical about Rich or because he’s a great agent, he’s with a great company and he’s doing a really great job. But from a marketing standpoint, there are some things that this card lacks. OK, let’s just start from the top and let me see if this makes sense. First off, I get this card in my house. I live in a half. At that time, it was a half million dollar home and for me it was just an average home. OK, and so the card says marketing luxury real estate at the highest level.
Speaker1: [00:15:46.18] I don’t consider my home a luxury house. I consider the house, you know, in the next neighborhood at two million to be a luxury home. So right off the bat, his messaging is missing the mark with me because he’s using a term that is industry specific but not consumer centric. So you have to be careful that when you’re writing your copy, that you write it not from the perspective of a real estate agent with the real estate lingo. But you write it from the perspective of the. Consumer with what the consumer actually understands, and those are two different worlds, so so then he runs on Richard Jacques’s a face, you know, name you trust. OK, so now here’s a perspective I want you to understand. When I’m reading this postcard, I’m thinking about selling my home. I’m trying to choose which agent do I go with? Because there’s three things that I want. And this is universal, whether you’re on the East Coast, the West Coast or around the other side of the world. Three things I want as a consumer. I want to sell my home for the most money and the least amount of time and with the least amount of hassle. Right. And that’s what I’m judging now.
Speaker1: [00:17:01.63] I don’t know how to articulate that. That’s the issue. The consumer doesn’t really know how to articulate what they want, but they know it when they see it. So when I see this postcard, I’m looking at it with that frame of mind. More money, less time, less hassle. So marketing luxury real estate at the highest level. Richard Jacques’s a face, you know, a name you trust so far. There’s nothing that really grabs me that says this is the guy to sell my house and then customize marketing strategy for your home. What does that mean? OK, because my understanding, you’re all you’re going to stick a sign in the yard listed in the emails and wait, OK? And then he says unsurpassed level of service for each client. OK, that’s great. But what does it mean? So what happens is there’s now there’s lots there’s three terms on this postcard that I have no idea what it means. Luxury real estate, customized marketing strategy, unsurpassed level of service. These are things that are vague, vacuous. They are moving in the right direction, but they’re not quantifiable. And he does know an effort in trying to help me understand it. So he’s speaking a language that real estate agents say this must be the language to speak because everyone else is speaking these words.
Speaker1: [00:18:27.11] But if you want to change results, you got to go against the flow, not with the flow. OK, so that’s from a messaging. Now, I can talk about, well, maybe one of the sessions we’ll talk about actual how do you lay out a car and what type of fonts and things. So I won’t go there. But as far as just a message messaging, what I’m looking for is what’s the offer? What is the reason that I would choose Richard over someone else? Or at the very least, why would I call Richard in the mix of deciding who I may interview? And this postcard doesn’t have it from a message standpoint. It does have it from graphics. It’s pleasing, OK? It looks pleasing to the eye. It looks professional. I’m thinking Richard Jacques’s. Yeah, I recognize that guy. He was on the, you know, the Weather Channel. You know, he was a weather announcer, a sports announcer or something like that. So there’s some familiarity. It’s better than nothing. It’s better than other agents. But on a scale of one to ten of ten is great messaging, this is probably hitting at about a two or three. There’s a lot more you can do with it.
Speaker2: [00:19:39.23] And Beatty, if they’re if they want to set up a strategy session with you to learn what what a card should look like and get some samples and maybe potentially use your services to do that with, you know, what’s the best way to kind of get a hold of you? Is there a link you can drop in? So they could yeah, they could get a free consultation on what they should do.
Speaker1: [00:19:58.61] The simplest route is if you simply go to wrap success dot agent dominator dot com, OK, wrap success, dot agent dominate or dot com that gets you to our main site. If you request information, there’s a pull down that says what type of information you want and just request additional information, someone will reach out to you. And I’m happy to engage how I typically will meet with people for about 30 minutes. Just talk you through it if that’s what you want.
Speaker2: [00:20:29.27] And I think it’s next next session. Next week is maybe if you’re open to it, going through some samples. Yeah, let me know. Some some cards should look like I think that would be that’d be absolutely awesome. Pull up. You know what you recommend the card look like.
Speaker1: [00:20:45.53] Well, I can do something right now if you want to let me see what I’ve got. Just give me a quick moment. I’ll let you carry the conversation. Sure. Look, this.
Speaker2: [00:20:55.28] Yeah, one of the one of the things that I know when it comes to structuring messaging is making sure that there’s consistency. Right. And we have a principle. We call the the three the three principle. If you guys want to write that down, the three R’s principle that we recommend that you structure your marketing towards people who are looking to buy are looking to sell their home when you can.
Speaker1: [00:21:21.26] Is that your topic or is that Mitel?
Speaker2: [00:21:23.21] That’s your topic. I’m filling in the gaps. Yeah. And, you know, one of the things that I actually learned this from Beatty and brought it into the online marketing world. And it’s so how I actually structure how he structures his postcards and how I structure videos. OK, so I want to I want you guys to think about this next time you go to show off a listing, OK, that you just let’s say let’s say you’re you just sold a listing. OK, what are most posts look like? On Facebook, when when when we see our our friends and in the business, what are most posts look like? They they say sold, right. And it’s like a picture of the property. Right.
Speaker3: [00:22:12.93] More than just a sold sign out in front of it. Not even the property itself.
Speaker2: [00:22:16.80] Hand image. All right. That says sold. Right. And we don’t think that really does any justice when it comes to, you know, farming a market. Right. And farming an area because the people that are seeing your postcards, what do you think they’re going to do? They’re going to look you up on social media. Don’t think they’re not I don’t think they’re not going to try to do some research and look you up on social media, and if you start consistently showing off, you’re listening to the right way. It’s going to help with the multichannel marketing approach. Right. Being seen on multiple, multiple channels. And Jonathan, I know if you can pull this up, if you go to the run run success community, I want to show an example of how somebody using this three principle that we’re going to break down to you, who consistently does uses the strategy. Now, her name is Amy AZO. And what she does is any time she gets a listing, she uses this principle to show off that listing on social media. And it’s the same messaging that now is getting integrated in the postcards. So I’m going to click on actually click on this link right here and. Very cool. Can you guys hear it? No.
Speaker1: [00:23:31.60] Put your microphone by your speaker and we could hear it.
Speaker2: [00:23:34.51] Yeah, I’m in my head, I’m in my headset, so I don’t think it’s going to work. OK, so but let me go let me just go back here. That’s not going to work either. Click on the link again, you guys can go right into Unsuccess Success Community and watch it yourself so you can see it. You guys can see it, but basically what this video does is she breaks down and walks through and first first talks about the home that was sold. So, for example, she’ll open up the video and say and talk about the success that she had selling the home. She talked about the success she had about selling a home. So write that down. That’s the first s success. Now, simultaneously, while we’re talking about how to do this on video Beatty, show us what that postcard looks like if you’re ready, and then I’ll talk through the video site. So let me stop sharing.
Speaker1: [00:24:33.56] You’re listening to the Get Sellers calling new podcast to increase sales from past clients and sphere of influence or from a geographic farm. Learn about Agent Dominator. We guarantee your sales in writing or give your money back. To learn more, visit our website and get sellers calling you dot com and select Agent Dominator from the market. And now back to the podcast. Thank you. Let me pull this up. And just confirm that you can see my screen.
Speaker2: [00:25:01.89] So the first one promoting your property is success. It’s the first US God Beatty. OK, we can so we can see your screen.
Speaker1: [00:25:11.85] Ok, perfect. So the this starts to take into account all these things that I’m talking about as a consumer. I want to sell my fat property for the most money least amount of time with the least amount of hassle. What it ultimately means for me is I want to find someone I can trust that consistently does a great job that that I can entrust with my house. The other thing that happens is there’s this pervasive issue among most consumers, and that pervasive issue is that they believe all agents are the same, that all you do is stick a sign in the yard, list the home in the MLS, wait for someone else to bring a buyer. And as long as that is their belief, then they also believe it really doesn’t matter which agent I choose. I’m going to sell my house for the same price and the same amount of time. So we have these conflicting issues. There’s nothing I can do to change the price or the amount of time I can sell it for, but I want the most money and the least amount of time. So in good marketing, you can start to persuade people that you do a better job over someone else. And that’s what these postcards to start starting to work on. So let me just show you. And on my end, I’ve got the and I want to see if I can you’ll see these little bullet points on the right hand side. OK, great. So this postcard takes into account a lot of things that we’ve learned over the years and kind of putting all these things into into one marketing piece.
Speaker1: [00:26:48.45] So the first test that, as I was talking about is you have to show off your successes. So what we do is we show off really good successes and then we articulate it well. So in this case, there’s a lot of things here. OK, here’s your eyeball to eyeball goes to the photo, which is going to see the button. So we want to make sure that success is listed there. Sold for top dollar. OK, then the eyeball comes right over here to what we call the sub headline on this card. And so you’re going to read Why does Bill Smith and get 63 hundred dollars more money for a three hundred thousand dollar home than other agents. So this would be a postcard that’s targeting a community of roughly average selling price. Three hundred thousand dollars. So right now, we’re starting to change the perspective of consumers that maybe Bill does something different than other agents. OK, then we come up here to the caption, This is our social proof. What did Bill do with someone else? Well, his aggressive marketing sold this home in only five days for seventy nine hundred dollars over asking price. Well, that’s impressive. OK, and whatever your sale is, there’s always something you can talk about. But it’s impressive when you rather than just saying sold, you actually start to describe something about that.
Speaker1: [00:28:11.46] The story aspect. And then reading on down here. So this is content and so you know what we do? We have kind of a template of content that we like to pull from. But everything we do is 100 percent personalized and customized specifically to that agent. There’s a a process that we go through and we give it to a copywriter and say everything is is formatted around that agent. But with this particular one, there are four things that he did that we thought would be a really great thing to start to articulate what makes him different. OK, you have to set yourself apart as different if you want someone to choose you first. And this is whole idea of differentiation. So with him, we’re following the question, why does Bill get 6300 dollars more money? Well, number one is preparation. He helps coordinate painters and handymen to make a great first impression. Number two is pricing. He knows the limit to push the listing price without exceeding the market. That means I’m going to get a higher price. Third is presentation, 95 percent of buyers start their search online. He uses professional online marketing that gets the buyers attention. And fourth is promotion. He aggressively markets your home using a multistep strategy. So what this is starting to do is give an idea of this guy knows what he’s doing. He has a structure, he has a process. And then every time you see a postcard that comes from him or it may be an email or a Facebook ad or any type of communication, there’s always something going on.
Speaker1: [00:29:45.69] And you start to recognize it’s this guy isn’t just like the average agent. He knows what he’s doing and he’s constantly getting better results. Another postcard we have as a show, this is then will articulate over here. OK, so first thing, the eyeball goes to the photo and the homeowner, OK, the homeowner is very much into do I trust this agent? Do I like this agent? And the more things you can do to give them reasons to trust you, to fall in love with you, to believe that you are a really nice person and someone that they would enjoy doing business with is to let them into your personal life a little bit. OK, this is what Facebook is all about. People say the things that you’re doing and and it keeps you plugged in. Well, in a far, they’ve never met you. So this may be a photo that I put on my Facebook page. Why not go on and put it in my geophone page as well? So now I send out a message and it says a special something about me that most people don’t know. And and I have to tell you a story of how we started using personal photos. I’m talking to one of our clients. He’s been doing geographic farming with us for a couple of years. His name is Zach. And he says, can we send out the postcard? This is like October, November.
Speaker1: [00:31:08.25] Can we send out the postcard we sent back in January? Again, I said, sure, but why? He said, is produced. Half of all the listings I’ve gotten this year, I’m thinking, wait, hold on, Jan. That’s not when houses sell. Right. And so. Well, what postcard is that? He said it’s the one with our family photo. So I pulled it up. And the only difference between that postcard structurally and all the other ones is a family photo. And it made sense. If they get to know you, they get to trust you. OK, it makes sense. So this is another example of how we pull this together. I’ll write a little blurb about this. You know, my wife and I love to travel with the kids. Here we are on the beach having a great time as a family, just a little nothing message, but it adds some some some quaintness note. Then again, the eyeballs go to the sub headline. So we want to promote another key aspect. Bill Smithson’s home sell eighteen days faster than home sold by their agents. And here’s why. OK, so if you think about the two of the three things, can you sell my home for more money and can you sell it in less time? Well, now we are starting to validate those two things and then we start to explain some reasons why. OK, then we say, well, let’s combine both of those into OK, so these are more like story cards for people like to read.
Speaker2: [00:32:30.88] So so this is a sequence, right? So these are a sequence of cards. Right, right.
Speaker3: [00:32:34.89] Just for clarification. Yeah.
Speaker1: [00:32:36.51] These are a sequence of cards that are just constantly dripping out every card dripping a different message that all points back to one thing. Here’s why you ought to choose Bill first. OK, they all had that common thread. So here’s another message. Why should I choose Bill Smith and. Well, because his homes get more money and sell faster. Now, the question comes up is how do you know it’s really easy. You pull up your stats from the MLS and you compare it to the average stats in the MLS. OK, and so that’s what all this is. This is over. We. Footnote it over a 12 month period, builds homes averaged two point one percent higher, list his sales price than other homes. And and so now what we do is we quantify what this actually means for that homeowner. OK, so again, we’re targeting a home that’s average sales price around three hundred thousand dollars. OK, so what we’re saying here is if you’re, you know, what’s the market average? The market average, if you list a home at 300000, they’re going to sell four to ninety one. But a Bill Lycett is going to sell for two ninety seven.
Speaker1: [00:33:45.58] Wow. That’s quantifiably verifiably different. Then we do the same thing for average days on market. If you sell with the average age, an average size 43, but bills is twenty five, which is 18 days faster. So now what we’re doing is we’re calibrating and we’re validating how we come to this information. So now it’s no longer a simply a vacuous statement. My home sells for more. We quantify it and now it becomes believable. We put it on the address side of the postcard as well, and there’s one other thing. So this is the messaging that I was talking about. You have to have a good messaging and everyone’s got a good messaging. Sometimes with some of our clients, we had to kind of pull a rabbit out of the hat because they don’t have a great messaging. But everyone’s got something you can say, OK, for example, maybe your homes don’t sell for a higher sales price, but they sell faster than the average. So you just focus on what you can do. Let me show you one other aspect of messaging.
Speaker2: [00:34:49.82] We got two minutes. No. One to leave, five minutes for questions.
Speaker1: [00:34:52.71] Perfect. So this is the. So this is one of the things that we do to to get people to raise their hand. OK, this is what I was talking about. The offer the offer is the second most important thing that you can do. And this offer is making an offer to say, reach out to me. If you’ve got five minutes, these four secrets will get many buyers to pay up to and then we just fill in the blank based on the average home price, up to twenty seven thousand dollars more for your home. And a little copy says they’ll take you five minutes to read. These things will get you more money. If you’re thinking about selling, visit my website right now. So what we’re trying to do is we’re now creating an offer that will pick up a response, a call to action. And when they go to the website, we have technology that pinpoint specifically which homeowner responded. So now, you know, without them knowing who is thinking about selling, you can follow up. So this is a just another concept of an offer that grabs attention, that causes a response. So back to you say awesome.
Speaker2: [00:35:53.82] That’s great. And what’s nice about this is we have messaging. That’s it’s a 20. It’s it’s basically 20 for a twenty four sequence messaging that’s not exactly like this, but mirrors this three principle where you could choose to go lies and do videos on, you know, with similar messaging and then push those out through your database and also post those on on social media. So, Jonathan, really quickly. Well, I’m kind of talk us through this. I want to I want them to see how easy it is to do video. Right. And to push that out through their database where they can basically take the GEO, their geo data or even their database, because Beatty, you have a similar service that you offer to do this to your database to. Right. A little bit of a different strategy. But, yes, it’s it’s a similar you know, it’s a similar pattern. So in the sales and marketing plan that we recommend, you’re going to see when it recommends to do this. We have this built out and framed out, which we’ll get into next week. That’s mistake number three is not having the right sales and marketing plan to execute. But I want you to see how this could be powerful from a multichannel marketing approach and using using video. And then you got postcards, you got video, and then we’re going to keep working our way down the different channels of marketing you can use to generate inbound leads. And then. Well, so, Jonathan, are you ready or you want me to keep going? I’m ready. OK, go ahead and show him how to do how to do video.
Speaker3: [00:37:39.43] Cool. OK, so you got to be able to see my screen now and this is if you log into the CRM system, there should look very familiar to you all you’d have to do. You always start out the dashboard here. You’re going to go right here to the communications tab inside of here. You’re going to start out by choosing your recipients. This is just like picking your geographical area. You want to know your audience, you want to pick your audience. You can type in anyone’s name and find them that way. Or you can go right here to your saved filters, Gilead’s hot and warm leads, let’s say you just wanted to head up your hot leads, only you would click that. Stooge, really, because that’s what we’re talking about, Julian’s right there, it’s looking through your entire database now, how cool is that? And here we go. We’ve got nine hundred ninety four people, so really close to a thousand there. You can see all their names right here. Alphabetical order, all B.S. from each other, which means when you send this out, they’re not going to see that. You send it to anybody else look like it’s coming right to them. You can then pick your email subject line, whatever you would like it to be. And of course, if you need help picking a subject line, definitely review your sales and marketing plan that will help you pick out the best one there.
Speaker3: [00:38:53.42] And then inside of here, you can simply write your content. And then when you’re ready, you hit this video button right here. For example, here’s one, you’ll see your library. You would hit insert. And there it is ready to go. It is now embedded to the body of your email now right here. Is that how long did that take, like thirty five seconds and then you can just if you’ve used a video once before and you get it in here, you can use it over and over and over again. Or if you wanted to, you can simply go back to your video hit record a video right now. And then you would just it’s not going let me do because I already have my camera turned on. But your camera would show up right here. It would test your microphone for you and then you can select would you like to go out via email, which will suggest you keep it to right around two minutes, or would you like to send this video via text and then they suggest keeping that around 20 seconds and then you can record the video right here on the spot. Oh, it saves your library. You hit that insert button right here. And there it is, drops right into the body or email ready to go.
Speaker2: [00:40:04.45] And so think of it. So think about this. Think about how you have this three principle, the success, the secret services built in your postcards. You have the same messaging you’re using. We have all the scripts kind of mapped out that has the psychology built in right where you can you can do that video. And now you have and you have our software where you can literally just with a click of a button, execute a text message and an email and send it to your entire database, educating the client about why you’re about what makes you what makes you different, showing off your successes and a call to action on why they should be working with you all within all it, within a framework. So hopefully this is all clicking. Hopefully we’re starting to really understand the power of the multichannel marketing approach. And hopefully we also are starting to say this doesn’t take a lot of time. So to do it literally in less than half an hour to an hour a day, you can actually you can reach thousands of people. Right through a video, thousands of people through video answer, text message and email, along with the postcard strategy that Beatty went over here today. So we got about five minutes left. I want to open it up to the panel. Ron, if you have anything, any questions, anything you want to add, I want to open it up to the people that are tuning in and on Facebook here on any questions, questions we have before we get into a few action steps here.
Speaker3: [00:41:38.33] The only thing I would add, because Beatty does such a great job, what is not good about something he loves to do? But I would definitely add, you know, all our postcards, no matter what you do, is junk mail and it has to grab their attention before it goes into the garbage can. And number two also is consistent. You can’t just send one postcard and sit down, wait for the phone to ring. It’s not going to happen. It’s got to be constant and it’s got to have a lot of visuals calls to action. I love one one of our our agents that we coach and work with Isaiah and everything. A poster, every single postcard he sends out says, I don’t list houses I sell. And I mean, that’s like, whoa, OK, you know, and, you know, it’s just different things that make you so unique. And just remember, stay with it. Don’t just sign up for postcards. That’s it. Don’t don’t do that. Then you’re wasting your time. It’s got to be part of your your marketing plan. You’re quite honestly, it’s all personal promotion promoting you. Yes. You’re showing a listing that you sold or you listed or whatever, but it’s promoting that you are busy. It’s promoting that you’re in the business and you’re successful and you can do that very simply. So, quite honestly, just be consistent and don’t give up.
Speaker2: [00:43:08.62] That’s good. That’s awesome, Mark, from a prospecting standpoint. How how does how does prospecting fit in here in 30 seconds to a minute, what’s some of the best strategies to approach a job here, following up on maybe like the leads that came in or are some of the hot leads? How does a prospecting strategy fit in your.
Speaker4: [00:43:30.88] So I guess I would pass that by saying I always think that geo prospecting is better done by the agent, but if if you do have an agency that’s doing that for you and you have a if you have a postcard setup or some kind of marketing going on, you want to have that 15, 20 minute talk, maybe even a script. And usually it’s only a lead in. Right. It’s just the introduction of the script to open that conversation about that piece of mail, that email, maybe something you left at the door, like whatever marketing you’re doing, if you have that conversation with your inside sales associate or fix your script when you’re calling yourself, you’re going to get a long way of finding out whether that marketing is working or not.
Speaker2: [00:44:16.90] That’s awesome. And, you know, in a quick roleplay, people like, well, what do I say? A mistake number four, I think, or five, it’s going to be a deep dove where Mark is going to walk you through on what not to say and then give you some examples of what to say. All right. So we’re going to have a lot of you know, we’re going to have some literally a full forty five minute session of back and forth and play once we get down to that mistake. Mark, I really appreciate you giving us a little bit of insight there in the meantime. So we hope that this is helpful if we don’t. Actually, we’ve got a couple of questions here. Is it worth it to send out just let’s just sold cards if it is not your farm where you wouldn’t consistently send sending out to that, you’re not consistently sending out to that neighborhood Beatty. I think you know what? What’s your recommendation there?
Speaker1: [00:45:08.14] Absolutely. Because what happens is someone else has seen your sign go up saying the home sold and now you get a postcard out there and that’s traditional. But when you farm, you always want to be sending those out to the same people so you can send them out around those sales. But if you do that, if you have a farm, also make sure you send that postcard to your farm so they know you sold another house somewhere.
Speaker2: [00:45:35.95] Awesome, that’s great. We got one minute, any last minute questions we have before we wrap it up here, Isaiah?
Speaker3: [00:45:42.95] Another powerful, powerful postcard in the just listed just sold category. Let’s say you have an amazing month. Put it on a postcard. I just listed six I guess so five homes, whatever the case may be, and send it to the your your own sphere. Send it to your farm and it doesn’t matter. Your keep always keep your sphere involved in these things because just remind them that you’re still working and doing business
Speaker2: [00:46:09.52] And then do the same thing in a text message and then do the same thing in an email
Speaker3: [00:46:14.80] On a billboard.
Speaker2: [00:46:15.41] Right. And then do the same thing on your social media page. And that’s the that’s the thing I can tell you. We are marketing and our conversion skyrocketed once we used multiple, multiple channels. It makes a huge difference. There’s a there’s interweaved there’s a there’s a ripple effect and a branding effect that happens once you start doing the same thing through multiple channels. It’s so, so important. And that’s why we provided you guys the technology and the tools to do that with ease. Because if you’ve got to log into systems to to make this happen, you’re not going to do it right. I didn’t. That’s why I first built this with our team, because I was so sick of logging in the seven systems to try to execute a multi channel marketing approach. Right. So with that, Janet, thank you for your participation and questions. We are going to wrap it up.