Transcription (was completed by automated process. Please ignore any speech-to-text errors)
Beatty: [00:00:01:10] 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 a 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. But if you do have a chance, please watch it as a video.
Beatty: [00:01:09:11] 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 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 multichannel 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 ideas. Let me bring it on.
Isaiah: [00:02:04:24] This is one of my favorite sessions, because we’re going to we know for those of you are joining us, for the first time we’ve been talking about geographical farming. We’ve taken a deep dove. We’ve called the serious geographical farming and using multichannel marketing, you know, to do so. Just a quick recap. You know, one of the things you know, it used to be easy in the past. You could just send out a postcard and that was pretty much your farming and maybe you’d ran some events locally. And there’s a few other strategies. And what has happened, which is so exciting about the world today, is there’s so many other ways to get in front of people, cost effective ways to get to get in front of people and gain what we call mind share dominance. Ok, so Beatty, I’m going to pull my PowerPoint here so we can dove into the topic. But share with us your version of mind share dominance and why it’s so important when it comes to marketing, not just one use one channel.
Beatty: [00:02:59:27] Yeah. Sure. So mindshare dominants, actually. So that’s Gary’s term from millionaire real estate agent. But actually goes back to a book from the 1980s called Positioning. And the whole idea in marketing is that you had to position your name, your brand in the homeowner’s mind, because when they think of a real estate agent, if you’re not one of the people they think of, then they’re not going to choose you. Let me see if I can run a specific test to show you why this is so important. So one of the things that they found after doing lots and lots of studies have said that the average consumer can only remember two or three brands. So we’re going to test Jonathan real quickly and say about his brand recognition. Is that OK, John? I can’t hear you.
Isaiah: [00:03:48:28] Let’s do it.
Beatty: [00:03:49:28] Okay, great. So I want you to think about toothpaste for a moment and rattle off all the toothpaste brands that come to mind.
Isaiah: [00:03:56:29] Oh, boy.
Speaker3: [00:03:58:22] Crest Armand Hammer. That’s pretty much what I got, I would say, without having them in front of me. Ok, got to
Beatty: [00:04:08:08] You got to Sellami. I’m going to assume that you probably brush with Crest, is that right?
Speaker3: [00:04:13:04] That is. We actually just had to pick it up
Isaiah: [00:04:14:18] Recently and that’s when we grabbed.
Beatty: [00:04:16:20] Okay, so here’s what happens. There’s hundreds and hundreds of toothpaste brands out there, just like there are hundreds and hundreds of real estate agents selling in your community. But you only remember two. And I can guarantee you, whenever it comes time to get toothpaste, it’s going to either be crest or ahmann hemer for you. Ok. And the same thing happens in a geographic farm there. There’s all kinds of agents out there, but those homeowners are only going to remember two or maybe three real estate agents. And if you’re not one of those, you don’t get the phone call. So this is the whole idea of mindshare dominance. When you do multiple touches on a consistent basis, giving them reasons why to choose you. Then they start to remember you. But it’s not just, quote unquote, getting your name out there. It’s getting your name out there in a way that they choose to remember you. This is what they UVP, the unique value proposition is all about. This is the the. Hutches and the the texting and the following up in the personal stuff, this is where the postcards and the email campaigns and Facebook, all these things that keep funneling them all into remembering you and why they should choose you. And that’s basically in a nutshell. Yeah, mindshare dominants.
Isaiah: [00:05:30:02] Awesome. And I’m going to be blunt about it. Using one channel or even two channels is not going to cut it. You’ll get some results, but you’re going to find yourself in a position where if you’re not using text, if you’re not using email, particularly video with that email, if you’re not using Facebook as a tool. And we’re going to do a quick review on our tech stack so you can you know, you can fit, you know, all the tools available for you to utilize this. If you’re not using direct voicemail, if you’re not using postcards, you’re not using a full stack multichannel marketing approach, then you’re not going to maximize your results. For us in particular, we have we’re we we love the multichannel marketing approach because we can target the hot leads. Ok, so just for the new guests, a quick rundown. We’ve been talking about different mistakes, OK? And one of the big things that we’ve been talking about is not understanding how to actually properly appropriately pick your giel firm. Got it. You should check out and watch that video. We got a great strategy. Most most of which ninety nine percent of agents aren’t using right now to pick their giel farm. So check that out. Second mistake we covered was not having the right messaging. We do have a deep dove on what messaging actually converts. You should check that training out as well. And then also not actually having a sales and marketing plan.
Isaiah: [00:06:50:22] So we have a sales and marketing plan mapped out for you. You should have got it in your launch call. You don’t have access to it. Clara, drop the link to log into the master class for them, please, right now so they can get access to that sales and marketing plan. Ok, you can see we have the whole thing laid out in detail. Consistency. It’s all about consistency. Mistake number four is not using a multichannel marketing approach, which we were just talking about, because it’s the best and quickest way to increase conversion and to make the leads convert faster. Right. It the more exposure, it’s all about eight to 12 impressions, some way, shape or form. It’s what’s going to increase that conversion. And let’s face it, today’s world, it’s all about speed. Right? So if we can speed up that conversion, our profits go up in, our transactions go up and morale goes up because we’re doing more transactions. There’s a whole bunch of awesome things that come with doing deals with speed. And then mistake number five is not having the right technology. Ok, and that’s what we went over largely last week. And Jonathan, I know I know before we dove into the topic of today, which is not having the right scripts and dialogs and and prospecting tools, we have a couple of huge announcements coming up. Ok. But I just want to do a quick review.
Isaiah: [00:08:10:09] Jonathan, quick review. If you could go to TV2 and I’ll keep talking. And if you need a little bit of time to get it open on on or VH1, if some of them are familiar with V one on the technology stack that we have available to them and how to to actually launch a multichannel marketing approach with their database and also within a geographical farm with the leads that we’ve given them. Ok, so here’s the thing. What’s exciting about what we’re talking about? One huge announcement, huge announcement. Please write this down. I know some people are probably doing different things with Facebook marketing, OK? But we’ve launched a Facebook ad, a Facebook tool. That allows you not to have to log into Facebook manager and pay a third party person exorbitant amount of fees to run your Facebook ads. Ok, bring that a simple user friendly dashboard where you can launch all different types of Facebook ads and anywhere from, you know, doing your listings. Ok, marketing your listings to doing a lead form generation ad. Ok. To a traffic jam driving ad. Ok, to even taking the leads that are in your database and and the geographical leads we gave you when you launched, OK. And retargeting them with an ad or putting an ad up in front of them, not even retargeting them, but just targeting them in general. And here’s the best part. It’s not going to cost you anything extra.
Isaiah: [00:09:38:28] And we want to do it with you. Ok, we’re in Baida with it right now in full transparency. But anyone who is participating in these calls, we’re going to give you first access to that data, if you’re interested. So in this chat drop, if you’re interested in learning how to do different types of Facebook campaigns with your current subscription in this chat, and let’s record those names and make sure that professional service team reaches out to them. Janice says she’s interested. The market interested. I’m interested. Ok, we got Tammy coming in like crazy. Ok, so I want to make sure we take pride in our customer service. So please make sure we write those that down and get back to them. I want to also set expectations, OK? This is in beta. Ok. We’re giving you access to it for two reasons. Number one, we want you to help us test it, right. We’ve already done a ton of testing. Don’t get me wrong. But number two, have a little grace, OK? If things aren’t working perfectly, just have a little grace because it is in beta. And that and but the positive side is you’re going to get access to it first before anybody else. It’s one of the most unique tools in the industry. And we’re really, really, really excited about it. Ok. So, Jonathan, real quick, let’s go through the tech stack, if you’re ready.
Speaker3: [00:10:55:12] Sure. Do you want to share my screen?
Isaiah: [00:10:56:24] Yeah. Let me let me get off here so you can share your screen.
Speaker3: [00:11:03:14] Ok, and second here. Ok, you guys should be able to see my screen here. I’m going to do a little bit in V1, in a little bit in V2. And for anybody who wants to participate in the new Facebook ad, Beatty on DIVORC, I’ve got your name in here already. I’ve got you all set up and ready to go. And for everyone else, I’m going to see if I can get you all access by the end of today. And then actually, yesterday, I recorded a video on a step by step on how to start testing it out and utilizing it. So I’ll make sure you all get that. So keep an eye on your inbox. It’ll be in what we call a Loum ELO Lomov video, where it’s me talking through and clicking through each step of it. So I’ll make sure I get that to you all as well, if you want to start testing it out even before the weekend here so I can get that taken care of for you guys. And back to the tech overview in version one, you’re always inside the dashboard here. But where we like to focus is in the communications tab. And if you’ve recently gone to your launch call with me, you’re going to know this is one of the biggest things we touch on is how to send out a one off or a specific campaign to a targeted group of leads.
Speaker3: [00:12:09:19] So you’re always going want to start out right here in the communications tab across the top here. You can add your leads one at a time, type in simply their name, and they’ll pop up if it’s a small list or what we always suggest is utilizing your saved filters. If you remember in your contacts tab, you also have saved filters. And this one here, they will be the same. So say you wanted to send out a campaign specifically to your hot and warm leads. You would simply select those and they will all be added to the system here and BKD from each other. After that, you simply just click. You just select your subject line, and then on top of that, you could also go down here and start writing in the body of this email. I’m about to show you the same process here to do it with texting, but this is going to be specifically for email right now. And the coolest featured my personal favorite right here. And Donny, I know you’ve been using this one as well. It’s going to be the video button. And if you click this right here, as you can see, there’s already one video stored in the library. You can simply add it to the email just by hitting this insert button right there. It’ll play in the body of that email, just like bam, bam does.
Speaker3: [00:13:17:04] Or if you’d like, you can record a video and it will prompt you for either two minutes or twenty seconds. And these are you can go a little bit longer if you would like, but these are the best practices right here to keep videos to around this length. So emails, you want to keep it right around two minutes, if not a little bit less. Text messages you want to keep it to right around that twenty seconds as well, just to make sure you get the maximum delivery. And then say you wanted to send out some text messages in coordination with your e-mail right here. You can simply go to the texting center, select groups of contacts right here. And then over here on the right side, you can simply start typing in whatever you would like. And you can send out these campaigns to any group of contacts at a time. On top of that, you also had your video management tool right here, if you ever wanted to take your videos with you or even see how many people have watched one, this video right here already has 131 views. And it was done just a little bit earlier this month and sent out to the database. That’s one hundred and thirty one more people now who know about her brand and know about what she was.
Speaker3: [00:14:20:05] Well, this was actually specific campaign she was running and are now fully aware of it. So you have full access to these you have two thousand text messages a month, as well as 20000 emails at your disposal that you can send out videos in both mediums utilizing those right there. And then for anyone looking to utilize the new Facebook tool, you’re going to go to this banner across the top right here. It’s going to say, take me through the new version of this year. I’m in marketing solution. It’ll look like this. It’s going to be a little bit of a different view than you’re used to, but it’s going to be one that’s just as easy to use once you get to know it. It’s going to go right here to the ad portal. And then inside of here. You can do Facebook ads where I’ll show you on a very high level on what types there are. But then I want you guys to watch that video I’m going to send, because there’s a very in-depth process of what you can use this system for granted. It’s very easy just to do it at a high level. But we want to make sure you’re maximizing everything you’re doing with it as well. So I’ll show you the very high level. Now, you can go in here and create your first Facebook ad. I always choose to do my own ad because right now in the market, you’re probably not looking for more buyers if you are.
Speaker3: [00:15:32:19] You can definitely use that style of template right there. But if you’re looking to do real lead generation seller leads, promotion gathering information for people. I use this one right here. And then once you get inside of here, you can choose to utilize video or an image for the type of ad you want to run. As you can see over here, they’ll show you a preview of what it looks like as well. And then once you select these, it jumps into the customization phase. So that’s going to be where my video picks up. It’s going to show you not only how to get here, but also how to navigate from this point on in filling in the best pieces of information possible. There is even in the video, you’ll see a couple of little hiccups there where I couldn’t show everything at the very final stage, only because it does show billing information and credit card information that, of course, you want to keep private. But everything leading up to that sort of one click of a button to turn it life is all in that video that I’m going to send over to you guys and put inside of the Facebook group today for anyone who wants to utilize it.
Isaiah: [00:16:29:17] Awesome. That’s great. So I’m going to open it up just for a quick question or two before we move on to today’s topic. Using the right scripts and dialogs for prospecting and following up with a geographical farm you’re in, if you’re at well. Questions might be coming in. I want you to I just want you to think about a few different things, because if you’re anything like me, OK, I need things simple. And they got to be user friendly. And I’m if they’re not simple and user friendly, friendly, I’m probably not going to engage with it. And I’m probably just not going to do it no matter how cool it is. Right. And so when you’re using this this tech and our tech stack, what I would encourage you to do is take advantage of the sales and marketing specialist that comes with your package. Ok, what do I mean by that? Ok. So for those of you that have been with us for a little while, this got rolled out when after you purchased and you got it included for free in those you that are brand new with us. Ok. We we have a sales and marketing specialist that has been assigned to your account. So you should be you should be able to see my screen here. Jonathan, can everyone see the customer service support gurantee? Yep.
Isaiah: [00:17:40:07] Ok, so we’re we want to touch base with you once a month. So we’re we’re working on a program to touch base with you once a month. We have set up what we call done with you working sessions. Ok. These are on demand working sessions where you contact support. So, Clara, drop that in support at our app Success dot com. And you just say, hey, look, I want to set up my Facebook marketing campaigns. Can you can I can I set up a working session and we’ll do it with you? Your sales and marketing specialist will actually do it with you. Ok. And if you need some more support after that, you can set up a one on one strategy session. And what we have coming up, we’re still finalizing the date here. But in September, it’s either going to be a one day or two date, what we call one day or two day intensive, OK, where there are going to be some outside clients that are that are going to be joining me innocent in this two day intensive with my partnership with club wealth and some other partnerships that I have. But really, these workshops are for you where we pick like Facebook or we pick texting and we take a deep dove in and into a particular topic and run it, run that topic through until it’s so ingrained into our business that there’s nothing else to talk about.
Isaiah: [00:19:02:25] And we’re actually executing in that working session. Ok, so it’s part of our support guarantee. We want to be there for you. Take advantage of your of your marketing specialist. And also, if you’re like, hey, look, you know, I love this workbook concept. I love this idea. I love what you guys got going on here, but I got to make sure I execute on it. Remember, nine o’clock Eastern Standard Time, we go live every day on Facebook and you can join and zoom. And we’re doing it where we’re actually implementing a different marketing strategy within that workbook lives to support you in the run success community. So make sure you’re tuning into that, OK? And with that, if if there’s no questions that came in, I’m going to transition into talking about converting, making sure that these geo geographical leads are converting into listings. So do we have any questions come in or are we OK to transition here? It looks like we’re going to transition. Ok, great. So I love technology. I love marketing. But at the end of the day, if you think about the funnel and top of the funnel, middle of the funnel, bottom of the funnel, what’s the number one reason? A geographical lead that’s ranked hot and that’s been interacting with you through email or text, assuming everything’s working and you got Facebook ads up in front of them.
Isaiah: [00:20:19:10] What do you guys think the number one reason why that lead won’t convert into lists into a listing? I want to have some interaction. Number one, number two and maybe number three reasons. Let’s talk about those. Anybody have any guesses in our crowd? They’re just tire kickers. Ok, that’s fair. You’re definitely going to get you know, you’re definitely going to get some tire kickers. Right. Some people that are not not ready to go. That’s fair. Ok. What else what else we got and the other reason? Well, I would submit to you that too much too much contact or too little. That’s a really good one, Mary. That’s a really, really good one. So it’s either it’s either too much or too little contact and most most likely what we find in our industry. There’s too little contact. There’s not enough consistency. And and behind that, we if there’s too much contact, we’re depending on technology to do most of the contacts for us. But we’re all we’re forgetting the most powerful tool that we have, our our disposal. And that’s the ability to prospect pick up the phone or make a contact ourself. And so here’s the thing. When we go through this mistake, I want to be clear.
Isaiah: [00:21:47:10] I’m a I am I grew up in an environment where I cut my teeth on on cold calling. I started off doing it for Northwestern Mutual as a as a prospector. And then I ended up getting involved in a in a marketing company. I built out a 60 person inside sales team. And then in real estate, I literally rebuilt. I think we had our inside sales team up to one point, all of us as far as our Incyte sales team prospecting on geographical farming and for sale by owners and expired. We had a 70 inside sales agents. Right. So I am I am huge on prospecting and it’s tremendous value. And if you look at the inner workings of an organization, they’re either spending a ton of money on lead generation and just getting the low hanging fruit. And that’s why they’re hitting their goals or or they’re well known in the community. Right. Or they’re good at prospecting. And so I would submit to you, imagine the power if you have all three of those coming together, right, where you have your you have your referrals working and you develop a culture of prospecting or prospecting becomes not just, oh, I think I should do it, but it becomes a must. And so I just want to you know, for some for some of us, you know, there’s some phony fear.
Isaiah: [00:23:04:00] For some of us, we just don’t like doing it. For some of us, we don’t have time doing it. But I would submit to you, whether it’s you or you hiring somebody else to do it. Ok, prospecting has to be a key component of your multichannel marketing approach. It has to be there or else the leads are not going to convert, OK? You can’t. So let’s define prospecting. Ok, what is what is prospecting? And, you know, in any money and I want to and actually for this conversation, OK, you know, I want to introduce our panelists here. We have Christina, who is our team leader of the INSIGHT Sales Team. We have Ron Marza, who is the broker of record for our brokerage and my partner, we have Beatty Carmichael, who is on geographical farming for hundreds and hundreds of agents across the country. And then Jonathan, who is our professional services manager, to make sure it all runs the right way for this conversation. So I want to kick it off, Christina, when it comes to when it comes to prospecting, you know, and and really particularly with geographical farming. Ok. If somebody is interacting with with the leads and you see the emails and the taxes kind of opening up, you know, how how sooner ucan, how soon are you contacting them?
Speaker4: [00:24:28:21] So so this is if we’re we have them in the database and they’ve already started the to. Yeah. Interact with us a little bit.
Isaiah: [00:24:37:19] Yeah, let me back up a little bit. So I used to be a pure cold caller, and that’s what I did. I teach it differently now and I do it differently now. And we’re transitioning as an organization where we make a smart call. So. And what I mean by a smart call, folks, is you have an angle of some kind. Meaning like you’re in your introduction. Maybe they’ve already gotten a postcard. Maybe they’ve already got an email. They’ve already gotten a text message. And usually it’s a lot different type of call than if you were just to go in. And they’ve never seen your information, ever heard of you, never gotten anything from you. So rule number one, when it comes to prospecting, I highly recommend being smart about it and making sure whether you are an inside sales agent or some other hired gun or maybe somebody in your in your group. Ok, is to make sure that you’re leveraging the technology. And the first call, the first contact they get is not a phone call. Ok. Rule number one. Ok. So, Christine, do you want to expand on that? So.
Speaker4: [00:25:42:28] Absolutely. Appreciate the the further insight on that. And actually, we’ve been talking a lot about this in our 9:00 session that we’ve been doing with folks, you know, utilizing the CRM to to really lay the groundwork and and start off on those drip campaigns so that when I then take that step to call, it’s a little warmer. And people aren’t so standoffish. But, you know, working with a geo lead, you really have to I almost refer to it as kind of tiptoeing your way in rather than when when you’re looking at a Fizbo or an expired. But they’re they’re expecting those calls. Where are Gilead’s are or, you know, circles prospect or whoever you have have your areas set up. They’re not necessarily expecting those calls. So you have to let them know who you are and why you’re calling right up front very carefully and start to build that rapport right out of the gate, because that is critical. And if they’ve been warmed up a little bit by receiving a postcard or a text or an email or all of the above, it’s going to make that that phone call a little bit easier. And that’s absolutely the smart way to go, because when they’re ice cold, you know, that wall goes up and it’s hard enough to get over the wall. And if we can lay that groundwork beforehand and it makes connecting them a lot easier for sure.
Isaiah: [00:27:20:06] Awesome, so I got a question for you guys, and let’s talk about getting the door and developing relationships with our geographical farm. How many people have buyers that you are having a tough time to to find a home with right now? I’m like just by a show, a chat, like how many people like you just wish there was a certain property available in a zip code. Right. And you’re just like, I can’t freaking find a buyer for this or a house for this. But this person,
Speaker4: [00:27:46:20] There were 10 of them available. Right.
Isaiah: [00:27:49:26] So here’s an idea for you. And it’s it leads into prospecting. It’s a way to it’s a way to get in the door. Ok. But what I want you to do is if they have specific zip codes, I want you to contact our team and I want you to get geographical data for those zip codes. We’re going to do a complimentary for you. Just because you’re participating in the program, you’re obviously serious about making a workout you wouldn’t be on here. So, Jonathan, I don’t want to charge them for these. Gilead’s OK. I just want to give them to them. And I want you guys to try something. Upload those Jolies. And then rent and then if they want to rank them, Jonathan, or we rank, we might have to talk through that, but simply simply send an email and a text out to them and let them know that you have a buyer. That’s a serious, qualified buyer in the area. And is there any conditions which they would consider selling? Very simple message, right, saying, hey, look, you know, I’m working in the area right now. The reason why I was reaching out to you is because there’s not enough inventory in your area, and I have a serious qualified buyer. Is there any under any circumstances what you would consider buying or selling? And I believe there’s, Jonathan, the capability of filtering on price at home and some different things. We can filter that that data down by, right?
Speaker3: [00:29:18:15] Absolutely. And just keep in mind, the more filters we put on, the less data that would be available unless, of course, everything in the area is hitting that criteria. And what I’d like to do, I say, is anybody who wanted to participate in that, send that info directly to our support team. And that way, we can get it all tracked through there for you guys as well. So that way we can have it on record here, too.
Isaiah: [00:29:37:27] And what’s even more powerful is, is if you start, you know, developing a geographical farm and you start getting more listings in that farm and you’re bringing more buyers back to that farm. This makes what are we sending to support teams? So the question was, Jonathan, what are we sending to the support team?
Speaker3: [00:29:57:00] Let’s do zip codes. And then any kind of criteria that you would like for us to pull data
Isaiah: [00:30:02:10] From those zip codes from? So if you have a buyer, so what you would want to say, OK, where’s my buyer looking? We’ll pull data. Right, or poll data for that area, and then we’ll help you do an email or a texting campaign to reach out to. Homeowners in that area to see if we can call somebody on the market and you can get both sides of the transaction before they’re even before they’re even coming to the market. And if you use our behavioral analytics, we could even identify some hot leads, right. Hot ranked leads that are in that market. And now you have a strategy that is extremely, extremely powerful. By the way, when we’re at the closing table run, OK, and we’re we’re trying to convince a buyer to work with us. What are unique value proposition? It would be to say I have the ability to reach out to homeowners and identify people that are thinking about selling. Before they’re even on the market, and that’s what makes me unique about working with me as your buyer’s agent versus somebody else, what do you think about that, Ron? And you’re on you as as a unique value to a buyer.
Speaker4: [00:31:22:12] Well, first of all, can you hear me now? Yep. Ok, first of all, what that’s going to do is, number one, they’ve probably been fighting for houses for quite a while, maybe written two or three or four operas and not got them. Now you’re going to show up with the house is. Nobody else knows about. They’re going to be the first ones in. If you can get them in there and probably the one that’s going to get that house provided that you can put the transaction together with the seller. So I mean, that that alone. Right, Dara’s is so powerful. It’s amazing stuff, because, again, in this marketplace, I don’t care where you’re doing real estate, it is tough to be in there before actually even hits the market.
Beatty: [00:32:09:00] You’re listening to the Get Cellar’s 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 at Get Cellar’s calling UKM and select agent dominator from the menu. And now back to the podcast. Awesome. Thank you.
Isaiah: [00:32:32:19] Can I add something on this? Yeah, please.
Beatty: [00:32:35:11] So I’m always looking for how do you leverage yourself when you don’t have the assets to get in there? And there are some folks on this call who are probably already targ targeting a jail farm. And they’re saying, boy, I would love to be able to call someone up and use the approach. I’ve got buyers, but I don’t. Well, you do. All you had to do is reach out to the other realtors in that area and say, hey, do you have any buyers look in this area? What are they specifically looking for? And then you can use that to leverage, hey, we’ve got buyers. You just change the word from May to weigh in. And and so you get in that door as well.
Isaiah: [00:33:12:11] That’s strong. That’s awesome. And it works. It works really, really well. And by the way, you’ve already made a connection with a realtor in advance. Right. So you can go into that listing presentation with confidence that you can attract a buyer pretty quickly. Right. So that’s that’s strong. That’s awesome.
Speaker4: [00:33:29:14] Yeah. They are also also tools if you’re if you’re doing that. And then the question comes up. Well, yeah, you can see my house, but bringing the buyer. But I’m not going to pay you a commission. And right away you go. Oh, boy. Well, it’s very simple. You tell them don’t worry about it. I’m not asking you for permission. What buyer is going to pay my commission? And you know. But also remember. The buyer isn’t really going to pay the commission because you’re going to ask the seller for a concession and that’s going to come from the buyer to the buyer. Back to you. So just be prepared for things like that. The biggest objections when we’re doing this kind of of farming is, yes, you want to bring a buyer here, but I’m not paying you. Just be prepared to handle that. And that’s key.
Isaiah: [00:34:19:00] Yeah, that’s great. And just so you guys know, this is this is a three or four part training we’re doing. And we’re going to go over every objection that you’re going to get when you’re when you’re doing geographical farming, when it comes to prospecting, positioning and closing throughout the whole process. We’re going to go over and take a deep dove throughout this whole process. Okay. So getting in the door, let’s we’re talking about that. How many people would be interested in having sample scripts sent over to them on effective ways to get in the door and to create a conversation when and when it comes to geographical farming? Ok, Doney says yes.
Speaker3: [00:35:02:27] We’ve got the Valka, we got April, we got Janet. So we’ll make sure Claire, OK, make sure we get these names taken down. We’ll make sure we get that same added to the email list.
Isaiah: [00:35:12:15] Yes, as well. We’re going to put we’re going to post these OK, in the private Facebook group. Ok. If you want immediate access to them, go into the sales and marketing academy. Go to ultimate listening machine dot com. Log in. Go into the Sales and Marketing Secrets Academy. And there’s a prospecting playbook in there. And there’s three or four there’s three or four scripts that give you different approaches and different angles on how to have a similar conversation when you’re talking to a geographical firm. So you can go there. This is the this is actually what the cover of it looks like. If you want to if you want to if you want to actually book form, you can go to Amazon and purchase it if you want it in book form. Ok. But everything we’re talking about is in this book. You get it for free in the sales and marketing academy. If you want to log in there and download it. This is what the cover looks like. It’s right on the front when you log in. Ok, so let’s talk about let’s talk about scripts. Ok, so I’m going to I’m going to get a little controversial here. Ok, we’re going to we’re going have a little bit of a debate. So get ready. The gloves are going to come out, right? We’re going to have a strong debate. All right. Ron, are you ready? Yeah, it’s on me, too. Ok, so what is the what’s more important? And when it comes to our SPECTING and presenting, is it the script? Or how you sound when you’re using the script.
Speaker4: [00:36:56:15] Are you asking me that question?
Isaiah: [00:36:58:01] I’m throwing it out to anybody. This is this is an open. This is an open conversation right now. What’s more important, the script or how you sound when you’re using the script?
Speaker4: [00:37:08:26] That is a tough one. No, it’s leaning towards how you sound right now. Yeah, I that’s what my gut tells me. It’s how you sound. Yes. But the the words are important. Not I guess not necessarily the fact that you’re when you say script. If we’re talking about referring to reading from a script, that’s not important, knowing what you’re going to say in the way you say it is important.
Beatty: [00:37:38:25] Well, so a study was done many years back to determine this actual.
Speaker4: [00:37:43:09] Oh, I love that. I love it.
Isaiah: [00:37:45:25] And that’s why Beatty waited. I know. He was waiting for what he was waiting. Go ahead. That’s right.
Speaker4: [00:37:51:29] So me under the bus,
Beatty: [00:37:53:26] When you take the visual out, so it’s all by phone. Fourteen percent of your conversion result is the words you use, and the remaining 86 percent is how you say them. So I would say that how you say what you say more than what you say is most important.
Isaiah: [00:38:14:24] I love it. And if you are if you want to actually hear that full training and Beatty you, by the way, Beatty, and I don’t know that this actually happened, but I actually do a full in-depth training on that very topic. So if you go into the masterclass, can you go see my screen? Ok. Yep. Underneath. Underneath where it says prospecting and sales secrets. Here I have a full blown training on this exact topic. And I start off with actually talking about how how important is when you’re when you take the visual way, how important conversion is by phone and how that breaks down and Beatty 100 percent. Right. That’s that’s that’s exactly it. So one more time, Beatty say one more time.
Beatty: [00:38:59:15] One more time.
Isaiah: [00:39:00:21] Yeah. See? Yeah. Smart aleck.
Beatty: [00:39:04:21] I know. So one more time. The net result is 14 percent of what you can accomplish on that phone call are the words that you say. And the 86 percent is based on how you say it. So that’s your attitude, your excitement, your belief level, all those intangibles that that’s what communicates across the line.
Isaiah: [00:39:25:13] You’re right. And here’s here’s why. Most agents, and I would say Selke professionals in general fell when it comes to prospecting, is they focus on the exact opposite. They spend most of their time focused on what is on the script and not tone, pace, hesitation, modulation. Now, here’s the thing. I believe they’re both extremely important, right? They’re both very important. But if you had to pick one or the other. All right. Most if you look at if you look at if I could just kind of script this out and again, coming from training, literally close to a thousand agents and inside sales on this topic, this is kind of what it looks like. Ok. When prospecting starts to happen, number one, they have no role play and there’s no role play environment happening. So right there kind of on their own and a lot of cases, in some cases, we have that environment. By the way, if you don’t have a role play environment, guess what we do every morning if you want to plug into it. Kristina, what do we do every morning?
Speaker4: [00:40:32:25] We role play.
Isaiah: [00:40:34:10] And you can join us in role play. We do it every single morning in 14. If you don’t have that environment and you want that environment, join us. Ok, it’s fun. It’s energetic. We have there’s no judgment at all. Join us. Awesome. Doney says, my wife and I do that all the time. That’s awesome. That’s great. I love it. So here’s the thing. When it comes to when it comes to prospecting, we’re focused on a script in the script is important. But we got to shift our thinking because that’s only six percent or so of converting. Let’s just rounded up to 20 80-20 rule, OK? The rest is how we sound. And it breaks down into different things. Ok. That’s very, very important. It’s the quality of your voice. It’s the tonality of your pitch. Ok, it’s your volume. It’s your ability to judge your rate of speech. Ok. And the experts, the experts that are great at prospecting and great having conversations over the phone. And let’s be real with Covid. Are we having more conversations over the phone than we’ve ever had in our life? Most likely when it comes to work with homeowners. Right. So this is an extremely relative topic. Ok, so a relevant topic. It’s very, very important. And so here’s how we break it down tone, pace, hesitation, modulation. That’s what so that’s that’s the core. And here’s the thing, if you’re not role playing with somebody else or you’re not recording yourself and doing that on a consistent basis, is our conversion going to is our conversion going to suffer, yes or no? Yeah.
Isaiah: [00:42:26:20] Here’s how quickly it can happen so quickly. You could be you could have a conversation. You could you could be say something in the wrong tone. They can misinterpret what you’re saying. Right. And literally, you could break reporter and not even know it and not even know it. So that’s it’s really, really, really important. Right. And then so I have. So this this prospecting, if you want to take a deep dove into this training and we we call it Miren matching. Ok. And so here’s the thing. The when you’re prospecting and you’re you’re actually having a conversation, the first 30 seconds are the most important. Ok. And I want you to write this down. Active listening. Active listening. So you got to be you got to be cued up and listening to how they answer the phone. Even even the home of which they answered the phone you should be paying attention to. Was it sharp? Was it more relaxed? Right. Did they sound like they’re in a hurry? Did they sound aggressive? Christina, why is it important to pay attention to how they answered the phone even and how they’re responding to you in the first 30 seconds? Why is that important?
Speaker4: [00:43:45:09] It sets up the way I’m going to approach the call. If they’re sound rushed or hurried. And I’m like, hello, how are you today? They’re going to be like, listen, I’m I’m in a hurry. And and you’ve got to be prepared to to go at their speed. And then when you get to a certain point, if necessary, you can actually pull them up to your speed or bring them down to your speed if they’re going really fast using, you know, your tone and your pace, hesitation and modulation, those are extremely important. And I know from the second the person says hello. Pretty much the direction I’m heading in, which is why it’s just so critical to listen right from the pick up of the call.
Isaiah: [00:44:31:11] And I think Dwarka had a really good question, what does he mean by modulation? It’s the control of in the strength of your voice. Ok, so so, for example, if Jonathan answers the phone and says hello. Hello. Right, and he’s aggressive, I’m going to I’m going to control the strength of my voice and try to mirror that somewhat to him. So if he says hello, I’m going to hello. Right. I’m going to try to immediately mirror and match. Right. That that tone or that energy? That energy. Thank you. Yeah. So it’s critical. It’s very, very, very important to get that part right. More calls are lost in the first 30 seconds than any other part. They don’t even they don’t even have a fighting chance because we’re so focused on the words we’re not we’re not focused on Miren matching and understanding the importance of rate of speed, tone and pace or any questions before we move on to the next next part here. When it comes to building rapport and qualifying as being the first is the number one stop paying attention to Tom Pace, hesitation, modulation, the scripts important. We’re going to talk about that. But we got to get we got a sound good first. Right. So any questions, thoughts, concerns, objections, Izia.
Speaker4: [00:45:57:16] I just would like to interject while we were doing our training this morning. You know, we were a pretty close group. And this is our our own team. We have one of our prospector’s was just having one of those days where he just felt like he couldn’t win. So I said to him, I go, where’s your script? He goes, this right here. I said, take the script and throw it on the floor. And he was like, what? And I said, you are concentrating on the script too much because you know the words you already know, you’ve been doing this job for how long? You know what you’re supposed to say. You need to focus on your your tone and your pace. Hesitation or modulation? Not so much the words. So that happened earlier today.
Isaiah: [00:46:43:18] Mm. That’s good. I think I think a great question came in. I want to make sure I’m pronouncing your name right. Is it pronounced Lebanese, Lebanese, Lebanese, Lebanese? So Abani, I think you ask a great question, and that’s a tough answer because it depends on your audience. Okay. And it depends if it’s a first call, second caller, or there’s a couple of different circumstances that that kind of change what you’re going to be saying. So for a geographical lead that you’ve never spoke to before. I’ll give you an idea what that would sound like. Ok, so I want to talk and I want you to I want to talk about the tone and pace, OK? A little bit of confusion in the. You’ll notice this and write this down. You’ll notice a little bit of confusion in my tone. Ok. You’ll notice some deliberate hesitation. Because I don’t want to sound Scelzi. In my in my intro. So you’re going to notice that almost like like the best way I can explain it. The student seems confused, too. He’s calling, right. So because I don’t always have the name of the person. And even if I do have the name of the person, I don’t know if it’s the right name. I don’t want to say the wrong name. Right. Is that because? Because, you know, how about building rapport, right? Shot. Right. Gone out the window. Right. So here’s how it would sound. Something like this would sound. And Christina, let’s just pretend you like you’re the homeowner, OK? Ok, stop at the very beginning. Ok, so ring. Ring. Hello. Yeah. Hello. Hello. Can you hear Mo?
Speaker4: [00:48:29:00] Yeah, I can hear you OK.
Isaiah: [00:48:30:23] Do you notice? I do not. Do you notice? I didn’t say where I was calling from in the yacht or anything like that. What did I say?
Speaker4: [00:48:38:15] Ok, can you hear me? Yeah. Throw them off their game.
Isaiah: [00:48:41:15] Why did I do that? Because I’m not going to go right into something. No. One, I do really want to know if they can frickin hear me, because how many times, Christine, have you been in the pitch? They don’t hear a word you’re saying because the connection was bad or or like there was a lag. Right. So, yeah, but also, too, did I get her to interact, interact with me already? She already gave me a yes. Response to. Yep. Yep, I can hear you. So I’m already getting her on. Yes. The train from the first thirty seconds of the call. Right. So little thing, but really important. So let’s start back from the top. Hello. Hello? Hello?
Speaker4: [00:49:25:19] Hello, can you hear me?
Isaiah: [00:49:26:21] Yeah, I can. Yeah, can you hear me? Yeah. Yeah, I can hear you now. Okay, great. Awesome. Yeah. So I’m a local realtor here. My name is Isaiah Colton. And just really quickly, I was just give me a quick call, because I’m actually working with a group of are actually I’m working with a buyer and I’m having trouble finding a home in the area. And I’m just curious, is there any conditions which you would consider selling your home or maybe somebody that, you know, in the area would consider selling their home?
Speaker4: [00:49:57:13] Oh, yes, you can.
Isaiah: [00:49:59:27] You can stop right there. Ok, we’re going to get into it further. Another approach might be like this to say a little bit more generic, right. And a little bit more generic. And let’s just say that I actually sold the house down the street. Ok, so. Hello. Hello? Yeah, hi. Can you hear me OK? Yeah. Yeah. Ok. Hi. My name is Isaiah Colton. I’m a local realtor here, and I actually just sold a home down the street. And I just wanted to give you a call really quick just to see if you knew anyone else either thinking about selling your home, because I have actually a slew of buyers that came in and I don’t have any properties in the area to send them to. Is there any condition you would be considering you would be willing to sell your home, or do you know anybody that would be open to selling their home in near future? You could stop right there. Ok, so it and the more you say it, the more you wrap it out, it’ll sound more natural. And I have the script. I don’t even have a script open in front of me. I’m not I’m probably going to say it a little bit smoother because I have it scripted out. But you guys get the idea and usually it’s a yes or no answer.
Isaiah: [00:51:09:02] Right. And it doesn’t come across like you’re trying to get them to you’re trying to solicit them to sell their home. It’s and that’s what’s so important with the geographical lead. Ok. So when I tell you a quick story and I don’t remember his name, but he landed a 750000 hour listing. All he did was call he had saw on one of his he saw one of his hot leads and his cue were interacting and with Taxin email and a database. And so he called and he he used the script that was similar. He just said, hey, you know, I am a local realtor. And I was just give me a quick call, because I there’s a lot of buying activity in the area and not enough inventory. And I’m just curious to see if you’d ever consider selling, you know, selling your home. And she goes, it’s funny you call me, because I actually was thinking about reaching out to agents like like in a few days. And he ended up getting 750000 out of lifting listing off of that. That was a scene out of Virginia. Jean out of Virginia, thank you. Yeah. Ok. And I want to give you guys a powerful close to I’m going to fast forward a little bit.
Isaiah: [00:52:16:03] He actually used this as a close to he said, look, here’s she she she goes well, he went through the whole process. He did the listening presentation. And then at the close he goes, he was enrolling her. And she goes, well, I’d like to interview a few more agents. You know, because you’re the first person that I met with. And he said, hey, that’s great. But let me ask you, who who else do you know in the market that actually has the technology that I have? Ok. That knew you were going to be selling your home even before you reached out to anybody to do it? Well, nobody. Well, I’m also going to use that same technology, OK, to help attract people to your home. And she signed up on the spot. Sign up on the spot. So really powerful, close. I think it’d be cool to get that give that recording. There is some profanity in there because he’s a rough guy. But I don’t I don’t promote that. So I’m not, you know, but I think it’d be cool. A cool call for the audience to listen to. Jonathan, if you can bring that to the table next week so
Beatty: [00:53:25:27] That I can try to find it is not part of the role play that, you
Isaiah: [00:53:28:12] Know, wasn’t part of the role play.
Speaker4: [00:53:31:14] We try to steer clear of that. Right.
Isaiah: [00:53:34:06] So anyway, so we’re we’re at two oh nine here right now. And I want to just kind of wrap it up around 215 again. We have about three more three more conversations we want to have when it comes to prospecting, presenting and closing. Because when you hear, you know, especially when it comes to presenting and closing a geographical lead, that’s something that’s really important for this audience, I think. So just to kind of wrap up and summarize when it comes to, you know, what we talked about prospecting. Is a huge part of your multi-channel margin marketing approach? When it comes to script, scripts are important, but what’s what’s more important, the scripts are we sound right. So when you’re doing your intro, you don’t come across like a salesperson, right? Be casual, be confident. Be cool, casual, confident, cool. Right. So maybe sound a little confused, like you’re trying to get a hold of the right person. Right. So anything else from our panel that you guys want to add in the next five minutes and we’ll leave it for the next five minutes open for any any questions?
Speaker4: [00:54:49:26] Is that what I’d like to just suggest? We talk about script. And it was interesting that Christina told that young individual to throw it on the floor. And the reason being is, is that the script is a part and the script will bring you to where you want to go. And it’s important for you to have that 80 percent is to have that script internalized so that when you’re saying something, you’re saying in your own words, you’re saying it because you believe in what you’re saying. And it shows a confidence and a quick story. When I was teaching agents years ago, we should do this, the whole section on scripting and everything. And so I get five volunteers to take the script form and memorize it, memorize it, internalize it. And then the next day I’d ask them the questions or put them through just that scenario and have them respond to me. And the five of them said the same thing, five different ways. And that’s the key. If your personality that’s going to get you that list and you’re going to be friendly, competent, and you’ll be able to say, forget all this bothering you. Oh, not a problem. But let me let me make you feel more comfortable with that. And that’s where it’s at. It also makes you more genuine when you’ve internalized the script, because it just it gives it more of a personal feel. You’re speaking from the heart, genuine. You believe in what you’re saying? Yep.
Beatty: [00:56:22:05] One of the other things I found that I used to teach when I was teaching appointment setting is I call it the three S’s, or at least the three arcs. You stand up, speak up and smile up. Because what happens is when you’re standing, you project more, use a headset, because I don’t know if you noticed that, but when I zerwas role playing with Christina and he was going like this and I sold a home over here and he’s using his arm motions because as we talk, we normally go like this. And if you’re stuck to a phone, you you’re boxed in. And and and the other thing is this. You know, you’ll see me. Actually, you won’t. So tell me. I’m going to say I’m going to call Isaiah real quick. And you tell me which one is the most friendly. Ring. Ring. Hello, Isaiah. This is Beatty. How are you?
Isaiah: [00:57:11:07] Good. How are you?
Beatty: [00:57:12:18] All right. Number two, ring. Ring.
Isaiah: [00:57:14:18] Yep.
Beatty: [00:57:14:29] Hello, Isaiah. This is Beatty. How are you?
Isaiah: [00:57:18:06] Oh, good, Beatty.
Beatty: [00:57:19:25] Yeah. So which one sounds better? The second, obviously the second. The only difference is a smile. Right. And so if you’re going to do a lot of this, learn how to put a natural smile on your face. And if you don’t know how. Stand in front of a mirror and laugh and then freeze it and kind of figure it out so you can do it on demand.
Isaiah: [00:57:38:12] Yeah, that’s really good. One of the one of the things that I got in the habit of doing is even if it was a fake smile, I’d go like this before I make the phone call, because I immediately it makes me sound better just by doing this. So it’s really it’s really powerful. And these little things are, you know, Isaiah, that sounds kind of cheesy. Well, guess what? If it makes you an extra six grand a month, I’m going to I’m going to use these little techniques because they work or 10 grand or twenty grand a month, because I’m able to get two or three or four listings that I couldn’t get by by mastering the art and science of prospecting. I’m going to do it and I take the time to do it.
Beatty: [00:58:16:18] I want to share one last story many years back. Isaiah, you might be old enough, but I know that Ron is definitely old enough to remember this. Is this the theme? Welcome to AT&T. Okay. Oh, yeah. Her name. But we had her on her training call and her whole topic was having a million dollar telephone voice. And she used this one column is called a verbal virus. And this is the antithesis of everything that Isaiah is talking about. When you don’t when you’re not cool and calm, when you’re not alert, when you have this very dull voice, who knows how all these things are, verbal viruses that make people want to flee from you. So just watch out for those things.
Isaiah: [00:58:57:14] That’s good.
Speaker4: [00:58:58:22] I remember when he was singular. Oh, that’s before my time. Sorry. Oh, God. Nineteen ninety two.
Beatty: [00:59:07:05] Oh, okay. Well, it was BellSouth down here, so.
Isaiah: [00:59:11:05] That’s funny.
Speaker4: [00:59:13:04] Yeah.
Isaiah: [00:59:13:21] All right. Cool. We’re at we’re at 215. Any final questions? Thoughts. Anything that anyone wants to add. And then we got some action steps. We don’t ever want to leave without having a few action steps. And we can go from there. So while everyone’s thinking about their next question, I just want to, you know, talk through one thing. So try the program where you’re you’re you’re loading data and you develop a campaign where you can you can draw listings by, you know, by assuming you already have buyers. Right. You let you let that zip code know you have buyers in that area. So feel free to contact support. We’d be happy to help you out with that campaign. Utilize the artificial intelligence so you can target the hot leads, the leads that are more likely to sell, wanting to be selling in that geographical area. So that’s number one. Number two, make sure that you engage in this Facebook tool. It is a huge part of a multichannel marketing approach where if you launch a Facebook ad campaign in front of the geographical leads, it’s going to help dramatically with conversion, especially because we know what ones are hotter than others. And we can put those ads in front of those people. We have their email address or Facebook or let us do that. Ok. And then also to just making sure that you’re you’re taking advantage of those hot ranked leads in your database and geographical farming, and you’re using the full multichannel marketing suite to convert them. Ok, we’re there. Call your sales and marketing specialist to help you were there. Ok. It’s not your traditional customer service. They. Awesome sales and marketing specialists that know how to do marketing and know how to use our technology. Ok. And then finally challenge yourself. Ok. And if it’s not geographical farming, OK, do what we train our salespeople to do, OK? Go out there and just challenge yourself or your team to go in there and commit to a certain amount of prospecting calls each day.
Isaiah: [01:01:34:08] And then come back and write your questions down, what are you running into? Right. What’s happening? How’s it going? And if you get a little rejection, it’s OK. It’s part of the process. And I’ll leave you with this. My mentor taught me this when I first started prospecting over 20 years ago. Now, some will. It’s called the S.W. principle, OK? Some will. Some won’t. So what? Next. Ok, I’ll say it again, and it takes the emotion out of it, OK? Some will, some won’t. So what next? Now, if you really don’t want to get fancy what there’s a fourth ACW and it’s some will, some wait, some won’t. So what’s next? And when I heard that, it just took the emotion out of for me. Right. And I said, now it’s just about wraps. It’s just like Crotty or Taekwando. The more Reppert reps I get in it, the better I’m going to get. The more consistent I stay, the better I’m going to get. And your income or your team’s income, if you’re off the phone, if you’re out of production, if you’re if you can get even one or two people, you know, sold out on this or results will skyrocket. They will skyrocket. I promise you, they will skyrocket. So with that, I hope everyone has an awesome rest of the week and we’ll post this training. Make sure you follow up on those action steps. Commit commit the prospecting, even if it’s 10 contacts a day, just something little. And we’ll see you next week. Have a good have a good week, everybody.
Beatty: [01:03:19:03] If you’ve enjoyed this podcast, be sure to subscribe to it so you never miss another episode. And please, like our guest, Heller is calling you Facebook page. Also, if you want to increase sales from past clients and sphere of influence, dominate a geographic farm or convert home valuation leads. Check out our Agent Dominator program. We create custom content that differentiates you from other realtors, then use it to keep you top of mind with your prospects, with postcards, targeted Facebook ads, email campaigns, video interviews and more. And the best part is we guarantee your sales or give all your money back. Learn more and get sellers calling UKM and select agent dominator in the menu. Thanks for listening to the guest sellers call on you podcast. Have a great day.