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Beatty: [00:00:23.54] Welcome to Get Sellers Calling You with Beatty Carmichael, and this is actually Beatty Carmichael. I’m here in the studio and I want to do a quick introduction to this podcast. This podcast is increasing seller list conversion. It’s actually a live webinar that I did with another organization, and it’s always a video webinar. If you have a chance to watch the video, you’ll get a little bit more out of it. I think the audio, just listening to the audio, you’ll probably get somewhere around 80 to 85 percent of the content. But if you didn’t have a chance to be in front of a computer and actually watch the YouTube version of this and the slides and what I’m walking you through, I think you’ll get a lot more out of it and you can do that at our website at get sellers calling you just click on the podcast link and you’ll find this podcast episode. But what this podcast is all about is if you generate seller leads in any capacity. Whether you’re doing online marketing, getting people to fill out a home valuation website form, or you’re doing other sorts of sources of identifying sellers, or even if you’re just doing your own postcard marketing or online marketing trying to look for sellers. Ok? What this podcast is all about is how do you take those people, those leads that are the people who’ve responded, indicating that they might actually have an interest in selling their home? And how do you follow up with them? How do you nurture them and how do you move them from where they are now to actually choosing you to sell their home? So that’s what this is all about. So without any further ado, let me bring on the podcast and you have a very blessed day.
Speaker3: [00:02:05.12] Ok, it’s all about getting attention as many ways as you possibly can. Ok. And so one of the ways to get attention is have a great combination of online marketing. And and making sure we have really good follow up systems, obviously making sure we’re following up. Right? But then we have offline marketing. Ok. And the greatest marketers in real estate make the two of them come together. Ok, so we’re going to talk and shift here a little bit about using other strategies to take your marketing to the next level and experience better results. And Beatty Carmichael has been working with real estate professionals for over 10 years. We’re honing in the art and science of using and leveraging postcards to increase lead conversion and geographical farms, and in and sphere with your sphere of influence and a whole bunch of really other cool ways. So pay close attention. Take a lot of notes. You are going to Beatty as a psychology guy. Ok, so you’re going to get I’m just going to you’re going to get a lot of psychology that so. So just try to take as many notes, but just understand the importance that that with with what he’s talking about is is just the importance of online marketing, having the right psychology married with it. And that’s why I love listening to him train because he just brings a unique angle to the table. So Beatty, I’m really excited to hear you talk today and the floor is yours, sir.
Beatty: [00:03:48.77] Appreciate what I want to do today is I want to talk. Let me see if I can share my screen real quickly. I think that’s got it. Let’s see. There we go. Ok. Can you all see my screen? Ok? Perfect, thanks. So I want to talk about increasing seller leads conversion, and I want to try to clear up a misnomer, and that misnomer is that whether you’re targeting your personal context or you’re targeting a geo farm or you’re targeting a seller leads that you’ve generated or any other type of source. You don’t change the process in what you do to convert them to a listing. It’s all the same because what is the person that you have a personal relationship with? They make the same decision as that other agent that’s marketing to them as a jail farm, and that other agent is marketing to them as simply a seller lead. And so people make decisions the same way, and what I want to walk you through is what we’ve found in terms of making that happen. Just a little background on me professionally. I’ve been in this line of business for over two decades. I’m a focused on professional to consumer marketing, which is real estate right? For the most part, for the first 15 years before we moved exclusively into working with real estate agents entirely. We worked with over ten thousand sales reps, 15 different consumer industries. I want to share this one. Just to give you the background that what I’m going to teach you is not new.
Beatty: [00:05:30.46] It’s the same thing that consistently works, OK, it’s just applied to where you are versus other products and services. But in the early years we worked with a telecom company. This was back when you actually paid for a long distance phone service. And this company was trying to grow. They had some, some bumps along the way. And we started working with them within about two to two and a half years. We were increasing their monthly revenues by about five million dollars a month directly with new customers. They were adding they were bringing on sales reps as well. And I think we helped them add like one hundred thousand sales reps in just one year when the regional sales managers called me up, got named Tom Wagner and he said, Beatty, this is the closest thing to resurrection of the dead that I’ve ever seen. So what do you mean? He said. I’ve got people hadn’t taken any action for years and now they’re taking action. And I want to leverage this into talking about generating and converting seller leads because what you’re doing is you’re trying to take those consumers to now start taking action and back in twenty twelve, about nine years ago, we shifted our work to work exclusively with real estate agents, and we focus primarily with geo farming. Your past clients and sphere of influence seller leave conversions, anything related to listings is our focus, and some of the results that we started to get within this industry is pretty phenomenal.
Beatty: [00:06:59.83] You meant you heard Isiah mentioned we do a lot with postcards. That’s our primary source. I’ll show you why primary source of marketing for our clients, but it’s been very effective. One of our clients over in California, we’re sharing that after their second mailing, they’d already listed three homes, had six more listings coming on the market. Another client, after about three to three months with us, they’d already reached three million in sales and had another three to five million in sales and inventory coming in over the coming months. And so what’s happening is there’s a science behind this, OK? And that science is if you do it right and you do it well, you will generate consistent ongoing results. And so I want to talk real quickly as we move into this with what I call persuasion effectiveness. Probably a bad title. It’s kind of a clunky title where basically, how or how do you become effective in persuading that homeowner who’s thinking about selling their home to actually choose you over everyone else that they can choose? Okay. And I want to talk real briefly about this concept called a marketing shelf life. Whenever you do marketing, you have to realize that what you’re doing has a shelf life some longer, some shorter. And when we’re you doing digital ads that shelf like this, probably three to five seconds, OK, you’re scrolling through Facebook.
Beatty: [00:08:23.23] You see an ad and it may not even be a second. You just kind of skip right over and move on. So digital ads are good for for for their purpose of what they’re trying to do, but realize the shelf life is very low. Email marketing higher shelf life, lower open rate, right? But typically email marketing probably thirty to forty five seconds. And then you get to postal mail marketing, and the typical can be as long as 17 days because people, I don’t know if you can see this, it kind of with the background, it disappears. But with with postal marketing, what happens is if you give them content that they’re interested in, they will actually hold on to it. I remember. We will have people going listing appointments, and they’ll be surprised because the homeowner will say, Look, Josh, I’ve kept all your postcards and they fan out this whole stack of postcards. Why? Because it’s information that the person thinking about selling their home was interested in, and they kept it. Ok. So also on this persuasion effectiveness, I want to just kind of give you one other aspect to this that most people don’t think about. So there’s a guy named Gary Halbert. Some of you will recognize the name. Most of you won’t. You’ll probably recognize some of his students. Dan Kennedy, who’s done a lot within the realm circumference around real estate.
Beatty: [00:09:44.78] Dean Jackson, Craig Proctor, you remember. I’ll sell your home where I’ll buy it in myself. And what Gary was was a legend in his time. And how do you persuade consumers to take action? And as the internet was really coming to a coming of age, he did a study in a test and what he did, and I thought it was really interesting. He wanted to test the effectiveness of a digital marketing piece versus a a physical marketing piece. So he took his customer base, which had a high response rate. He created a seller’s letter to sell some fish digital products, and he split that list in half half. He emailed the sales letter two and half. He snail mail the sales letter to and I can guarantee you that the cost of snail mailing that letter was a lot higher than the cost of emailing because the cost of emailing was free. But the way you don’t look at cost, you look at return on investment, you look at what does it actually produce and what he found is by snail mailing that letter, giving them something tangible, something that they can sit down and read and not have any other distractions and actually engage on. That piece produced 20 times the number of sales. This is why I’m such a big believer in the mailbox because the mailbox is the new inbox for today. It’s not crowded, and when someone gets something in the mail, here’s something else we found.
Beatty: [00:11:14.57] One hundred percent of your mail pieces get recognized and get addressed. One hundred percent get sane and someone will look at it and they make a decision if they want to continue reading it or not. One hundred percent. And because they are holding it in their hand, it also garners a lot more attention. So it’s just a lot more effective. So with that, I want to talk about and shift gears. As Isaiah said, I’m the psychologist, right? So if you’ve ever read a book called The Millionaire Real Estate Agent, you’ll recognize Gary was talking about a topic called Mind Share Dominance, and that mindshare dominance actually comes from a book written in the nineteen eighties by Al Reis and one other guy always forget his name, but they were partners in marketing, and that book was called Positioning and positioning is how effective are you at getting your name at the top of your prospects mind? Because if you’re not effective, getting your name up there, you’ll never get chosen to sell their house. Ok? And the other and the other thing that’s really cool out of this is what they found after doing a lot of studies, as the typical consumer will only remember two or three brands. That means when you’re competing in a in a community of hundreds or maybe even a thousand different real estate agents out there in every single consumer’s mind, you’re actually only competing against two or three agents because those two or three agents are the ones who maintain the dominance and that homeowners mind in terms of if they’re thinking about selling.
Beatty: [00:12:48.02] These are the only agents they actually think about because there’s only agents that they remember. So your goal is how do you get your name to be not only locked into one of those two or three, but to be moved up to number one? That’s the goal of positioning. And so you have to understand what makes sellers respond. What makes them respond is this whole thing on positioning, and I want to walk you through a five letter word that most people have heard, but most people can never really fully articulate. And that’s the word trust. If that homeowner trusts you, they will choose you to sell. And I had an interesting experience. A few years back, I sold my home and we moved to this one that I’m in now and we’re empty nesters. So why be normal? We triple the size of our home. And I started interviewing these different agents, about three different agents. I said, Why should I choose you over another agent? None of them had a good answer, and one of them was the number one or number two selling agent in my community. Ok. In my suburban city. And they couldn’t tell me why I should choose them over someone else. And let me ask you, I like to take just a real quick moment.
Beatty: [00:13:59.60] I’m going to pause for about 30 seconds. I want you to grab a pen and paper, and I want you to write down the top three reasons someone should choose you over all the other agents out there. Let’s see if you can do it. Ok, write that down. Take 30 seconds. And then. I want to see. What you’ve written down, so a few I’ll just put it in the chat box, I’ve got it open and just tell me what are the top three reasons and they homeowners should choose you over someone else? Anyone have any good ideas? Experience every agent out there, I know has experience. Honest, caring, efficient. How does that what what does that mean? Ok, I’m honest, every single one of those agents I talked to talked to say, You know, I have years of experience. I’m honest, I’m going to take care of you. Market knowledge. Ok, good. Giving back to the community work for you. I hope you’re going to work for me. Responsive communication. Ok, so here’s what I want to area expert left. I love it. Laugh out loud. Ok? I won’t go back to area expert for a moment. Referred by some, that’s good. Ok, I’m going to shut down my chat so I can talk. But here’s the here’s the issue that we’re all running into, and we see this on all of these chats. We’re using words that all agents use, but no one really knows what it means or OK, so I have experienced, well, you know, every single one of those agents that I interviewed all had experience.
Beatty: [00:15:44.04] So why is your experience better? You’re you have area knowledge. What does that mean to me? In other words, it has to pass the oh yuck. Oh yuck response or the sowhat response. If you give me the same message that every other agent gives me, then then what I think of is, you all? You’re all the same, and there’s no reason to discern why I should choose you over someone else. This is the whole issue of of positioning. But when you get it, when you boil it all down, it comes down to trust. Ok, now let me and let me let me bring this into what does that homeowner look for? If you can convince the homeowner of three things, you will win one hundred percent of all the listings in whatever list you’re targeting. All you have to do is convince them of three things, but most agents don’t understand how to do this. Those three things are I want you to sell my home for the most money and the least amount of time, and with the least amount of effort. If you can convince me that you can successfully do that, then all of a sudden I choose you over every single person, including my sister in law. Ok. So with that, let me walk you through what trust is. Because this is, yeah,
Speaker4: [00:17:06.90] Can you say that again? You said it real fast?
Beatty: [00:17:09.30] Sure. That again, sorry, that’s my dry humor. They want to know, can you get them the most money? And the least amount of time. With the least amount of hassle. In other words, they have extreme confidence that you are the best agent because you meet all of their underlying needs, see these homeowners. They don’t know enough to articulate those three things, but what they do know is they kind of have this feel. They’re looking for something, but they don’t know what they’re looking for. Ok, I’ll tell you a short example of what I mean. Back in high school, right after high school, I worked in a jewelry store and I saw this gorgeous watch. It was the most beautiful watch I’d ever seen. And and then fast forward, 20 years later, I’m married. My wife and I are down in a foreign country. I see this, which I’m wearing right now. It’s just a little tiny. Watch is five thousand and I bought it immediately. And she said, Beatty, I’ve never seen you make such a rash, quick, impromptu decision like that, especially at that magnitude. You know, this was like 20 years ago when I bought it. And and I said, But what? You don’t understand my PA, I said, I’ve been looking for this for for 20 years. I didn’t know what I was looking for, but as soon as I saw it instantly, I recognize it.
Beatty: [00:18:38.54] It’s called this reticular activator. This is the same thing that happens with your sellers. They’re looking for something. They don’t know what they’re looking for, but when they’re thinking about selling, they’re trying to think, who do they go to? In fact, here’s a study by Na Na says that 20 percent of the sellers choose an agent they’ve already used before. Why? Because it’s a safe bet. They use them. They’re comfortable. They’ll just go back to what was safe. 80 percent choose an agent they never used before, and half of those to someone that they referred to them because they trust the person who referred them. And the other half actually did research and they feel they figure it out based on research who they felt was the best person. In other words, they’re all all intersecting in the same thing called trust, but they don’t really understand how to how to decide what, how to discern what that means. So let me walk, walk you through this because it’s real interesting. And if you understand this, if you understand what causes the homeowner to make a decision, then everything you do, whether it’s online marketing, email marketing, postal marketing, face to face marketing on the phone, biotechs or whatever, you can incorporate these elements and you’ll always forever win. Ok, so the first thing they have to trust is that they’re they have to trust that you’re always selling, that you’re constantly selling.
Beatty: [00:19:57.68] I’ll give you a little secret if you want the easiest way to do geographic farming that has the highest level of success without any real skill. Just send out just sell postcards all the time. When we started working exclusively with agents, our focus at that time was only geo farming. And when we would sign up a new client, we would always ask him, Have you ever done geo farming before? And those who said, yes, we would ask him, Well, were you successful? Most of them said no, but of those who said yes, we’d ask them, What did you do that made you successful? One hundred percent of the time they were sending out just sell postcards, and this taught me something really powerful about the homeowner out there. They want to know that you’re consistently selling, and unless you tell them and show them and demonstrate it, they don’t really know that you’re consistently selling. They may infer it, but they don’t know it. So this is a real critical part of trust is that they see that you’re always selling homes. The second part and this is the part that most of you are having a real difficult time to express on that chat. What are the three reasons they should do business, why they should do business with you? And the key with those three reasons if you’ve got to be able to, you’ve got to be able to quantify it.
Beatty: [00:21:21.62] I’m honest. Well, I would hope so. I’m carrying well. I would hope so. I work for you. Well, I would hope so. I have market knowledge. Well, I would hope so. All these things, I would hope so. These are things that I expect from a real estate agent. So why does that make you any different? Ok, we got to get underneath that thing and underneath that thing. What they’re really looking for and what I was looking for is someone who could articulate to me, Why should I trust your expertize over someone else? Can you help me understand why your expertize is better than all these other agents? Because in my mind, there are all the same. That’s what your sellers and your homeowners are. They’re looking for something that they can’t articulate to you, but what they’re looking for is your expertize. And that’s why it comes back to if you can prove to me and help me understand that you can sell my home for more money, you’ve got the expertize to do it better, sell it faster. You’ve got the expertize to do it better and take all of my. The way you got the expertize and the know how to take my hassles away and take them onto yourself, if you can prove that.
Beatty: [00:22:34.15] I’ll give you my business every time I have to tell a short story on this as I go. So down in Florida, near Miami is a guy named guy named Roman Pavlik. He’s he’s moved out of personal production, so we don’t work with him anymore. But he was targeting this area where the average sales price was like almost a million dollars and we started to do this marketing for him into this gated community of about fifteen hundred homes. He called me up one day. I actually emailed me, said I got to tell you the story, said I just picked up an eight hundred thousand dollar listing because I was your marketing pieces were going both to the real estate agent who lived in the community and the and the homeowner who is listing their home. They were friends, and after listing the home, they both came to the conclusion I ought listed instead. So she gave me the listing. The real estate agent gave Roman the listing. Why? Because we were able to quantify and help them believe that his expertize was better than hers. That’s amazing when you can do that. The third part of trust is that they’ve met you back to the millionaire real estate agent chapters two and three if you’ve ever read it. If you haven’t read it, you’re missing out on the best thing you could ever do for your business.
Beatty: [00:23:47.20] But chapters two and three, they said that we went looking for what type of list is the best list to target? You know, is it a seller leader, buyer lead? Is it generated from this as a far more niche market or your personal context and what they came to? The conclusion was very simply, you could break it down in it, only to list a met list and a not met list. And they are. That’s the only real designation between the two. And here’s what we started to look at as well. When we were working entirely with seller list, we were generating only seller leads at the time. We started nine nine years ago, focused exclusively with realtors, and we started looking at our agents and how many of those seller leads they actually converted to listings. And what we would do is we take all the seller leads that were generated for each agent. Then we we would age them for a year. In other words, we would do our research looking backwards after a year to give them time to come on the market and time for the agent to actually have gotten the listings. And we started to notice a trend. You could put into two groups our agents, one group that got one out of 10 listings that came on the market and one group that got nine or 10 out of 10 listings.
Beatty: [00:25:05.08] And in other words, this group only won 10 percent of the listings that they knew were going to come on the market. Think about that. If you knew these homeowners were going on the market and you only win one out of 10, you’re doing really poor, right? This other group would win 90 to 100 percent. That’s a that’s a nine to 10 times increase in results. And the only difference when we started to inquire and research this, the only difference was those who won nine out of 10 out of all 10 of them, they actually picked up the phone and called and engaged with that prospect, or they went and door knock and met them at the door. In either case, they met that homeowner. And when they met that homeowner, now the homeowners trust level increased and they decided to do business with them, by the way. Another study from NAR, if you’re not aware of this, is two thirds of all sellers choose the first agent that they interview. Why is that? Once I’ve interviewed that agent, I’ve met them. I feel comfortable with them. I’m going to do business with them. It’s as simple as that, so that’s trust. Ok, let me share. I want to go back to this middle trust because this is most people know. Go ahead. Yeah, go ahead.
Speaker4: [00:26:21.78] And I may be. Sounding really ridiculous, but three reasons to choose you. I still don’t have those three reasons, so you’re showing them you send postcards. Ok, and then. Then you have. Then you said something about mowing your inside secrets, but I don’t have anything. Am I missing the tangible here? I mean, you’re not.
Beatty: [00:26:52.24] You’re I’m about to get you the tangibles. Ok.
Speaker4: [00:26:55.41] Yeah, that’s OK. Maybe I wasn’t understanding something.
Beatty: [00:26:58.72] Ok, now and you’re doing. And probably so you have to pardon me. I know this so intrinsically, I probably skip over a lot of stuff thinking, realizing, Well, this is not all that important or most people know this and and also get excited. So maybe I’m going a little fast. The reality is this So if you go back to the three things that if you can convince a homeowner to believe about you, or if you can persuade them to believe about you, they will choose you all the time that you can sell their home for the most money. And the least amount of time and the least amount of effort,
Speaker4: [00:27:43.31] So I get what are the three things that you’re going to say or prove or I mean, I know that, but what are you doing to provide them with that,
Beatty: [00:27:53.45] Right? So now, now comes now, now comes the rub. So what I’m going to do and this is now the as I’m shifting into laying the groundwork that how do you get to them believing these three things about you? It all is encompassed in trust and trust is now encompassed between number one. They see yourselves and they meet you. All agents know how to do that, but this middle part? How do they trust your expertize, which drives these other aspects? That’s what I’m about to show you right now. So let me in marketing. There’s this concept known as outside perception versus inside reality. And the way this works is as the outside. My outside perception is all agents are the same. And so when I asked you guys, why should I choose you over someone else? Everyone started to put in the chat box the same message that every agent says, If I, if I go to Tom and I say, Why should I choose you? Well, I’m honest, I’m caring. I work for you. I’m proactive. And then I go to sue. I show I work for you. Well, I’m honest, I’m caring. I work for you. I know the market and I go to someone else and they give me the same stuff. You know what? I come to the conclusion of, gosh, everyone is the same, so it doesn’t really matter who I choose.
Beatty: [00:29:21.62] And as long as it doesn’t matter who I choose. Then why should I choose you over anyone else? Does this does this resonate? Does that make sense? I’ve got your video. Ok, so what we do is we have to understand what’s happening psychologically with those sellers. So in this marketing concept known as outside perception versus inside reality, the outside perception, this is the perception of those homeowners looking at you. And their perception is all agents are the same. And because they believe and they believe all agents are the same because no one knows how to articulate why you should do business with me. So let me kind of cut to the chase and then I’ll come back. I want to give you an example. So let’s say, Sandy, that you are a homeowner and you’ve called me in and you say, Beatty, I’m interviewing several agents. Why should I do business with you? I said, Well, Sandy, really? That’s quite simple. Number one, if you compare me to the average agent out there, you’re in a five hundred thousand home. My average five hundred thousand home gets eight, eighteen thousand two hundred and thirty three dollars more than the average agent that sells it. If you look at the home sold in this neighborhood, just in this neighborhood, my average homes are exceeding by twelve thousand two hundred and fifty three dollars.
Beatty: [00:30:50.76] The average sells in this neighborhood. But then if you look at also how fast they sell just in this neighborhood, my home sell three point two times faster than the typical home. And the reason it does that is because I’ve made selling a home a science. I know how to identify those things within your home that will drive the highest sales prices by targeting the right buyers who want those nuances that your particular home has. Not every home has those nuances. Most agents just do blanket marketing. They may even just give the their listing over to their brokerage and say, Market this home. And so they use a cookie cutter approach. I use a target marketing approach. I actually take time, believe it or not, Sandy, to analyze your home and start to think what type of buyers most likely want will want this home in this location and what will they pay more for? And I start to understand that and compare what’s being purchased, paying more for in the market area. And then I write Custom Copy. I take tons of photographs. I use only professional photos and I can keep on going. But what I’m explaining now is my expertize that drives the ultimate results.
Beatty: [00:32:05.55] And by the time I finished explaining that to you, you’re going, Wow, you really know your stuff? Ok? So that’s kind of how it manifests itself in that interaction. But here’s what’s happening psychologically. That homeowner doesn’t think that there’s any difference between any of the real estate agents because all the agents say the same thing and ultimately all the agents do the same thing. I’m going to stick a sign in the yard. I’m just going to post your home. You’re listing in the MLS and I’m going to sit back and wait for homeowners to four other agents to bring buyers to me. And as long as I believe that all agents are the same, the implication is it really doesn’t matter who I choose any many, many more. I could just blindfold myself and just pick one, and I’m just as good as with any other agent. That’s the problem you’re up against is this perception, and we’re up against that perception issue because most agents don’t know how to describe what they actually do on the inside. That makes it work on the outside. So if so, watch this Assume for a moment. And sandy, can I just kind of talk with you back and forth? Can you unmute because I think this was great.
Speaker4: [00:33:18.93] Oh yes, thank you.
Beatty: [00:33:20.30] How long have you been selling real estate?
Speaker4: [00:33:23.09] Well, believe it or not, I’m not a real estate agent. I’m Gillian’s agency manager. But I said all her appointments, I do everything. Ok, so so yes,
Beatty: [00:33:36.02] Julian is the agent right
Speaker4: [00:33:37.82] Billion, right? But I do everything leading up to and. Right?
Beatty: [00:33:41.49] Ok, perfect. Let me ask you a question if you were going to, how many agents do you know personally?
Speaker4: [00:33:48.67] Oh, lots.
Beatty: [00:33:50.08] Ok. Ok, so you’re going to sell your home. Who are you going to choose to sell it?
Speaker4: [00:33:59.22] The most experienced well,
Beatty: [00:34:01.41] Are you going to choose Jillian or are you going to choose someone else?
Speaker4: [00:34:04.68] Oh, definitely, Jillian.
Beatty: [00:34:05.97] Really? Why is that?
Speaker4: [00:34:08.19] Because. She’s so successful, she does exactly what you said, she explains her expertize. She presents in a way that’s professional, but yet warm, sincere, honest. Ok. The whole aura of power is just really good as opposed to somebody that doesn’t have that. That’s more pervasive or abrupt, you know?
Beatty: [00:34:36.24] So let me share what’s happening is you’re describing outcomes of who they are, but it actually goes a little bit deeper. And I like to challenge you on one thing and say this makes sense. I was. I was. You’ve been working for Jillian for how long?
Speaker4: [00:34:55.12] Um, two years.
Beatty: [00:34:56.47] Two years. So you’re pretty in depth and understanding her skill expertize and the experience and all the little things that she does that drives value to that seller that causes the highest sales price, low sales time and the least amount of effort. Is that correct?
Speaker4: [00:35:15.40] She does all that.
Beatty: [00:35:16.87] So what you’re actually telling me with all of these things up here is is really it’s intrinsic because you understand these inside realities of how she does her business. That makes her her results outperform the typical agent. And because of that, you’ve got confidence in her because you know she’s better than the typical agent. Is this making sense? Yes. Ok. And so this is the assumption. Imagine for a moment now that let’s say that Jillian is targeting a jail farm or even her past clients and sphere of influence, by the way. Write this down. This is something cool. Another statistical data point. Out of your past clients and sphere of influence out of every one hundred that’s on your list, did you know that the statistical average when you’re doing it right, marketing and touching them correct is 17 sales a year. 17 sites a year for every one hundred of those. So look at your list if you have a list of three hundred people that are your past clients and sphere of influence and you’re not getting, what, 17 times three fifty fifty one? If you’re not getting fifty one sides a year out of that group of three hundred, you’re not doing it right. You’re missing the mark. You got low hanging fruit, and most of it ties into this one thing right here. No matter what list you’re targeting. Imagine for a moment, sandy, that that geo farm that Jillian is at Jillian or Jillian Gill Jillian, OK, that that farm that Jillian may be targeting. If all of those homeowners understood understood Jillian skill, expertize and experience to the same degree that you understand it about her. Is there any likelihood that any of those sellers would actually choose another agent besides Jillian?
Speaker4: [00:37:24.94] I don’t think so.
Beatty: [00:37:26.08] Yeah. So here’s the key if they knew Gillian’s inside reality, they would choose her every time. So here now we have a measurement that we can start to apply. One hundred percent of all those homeowners should be choosing Jillian if they understood her inside reality. So anything less than one hundred percent shows the degree of her inside reality that they just don’t understand all the way down to. She’s just like everyone else.
Speaker4: [00:38:01.64] Or that just not ready to sell. I mean, there is some of that. Not everybody that’s a close.
Beatty: [00:38:07.88] Right, right, I’m talking about sellers, OK? Someone who’s listing their home,
Speaker4: [00:38:13.16] Ok, got you. Ok, OK, gotcha.
Beatty: [00:38:15.08] So of all the people who are selling their home calling an agent say, Will you come sell my home? If the distance between one hundred percent and where you are can be measured in their perception of your inside reality?
Speaker4: [00:38:32.45] Usually gets most of her listings, she’s very good.
Beatty: [00:38:35.84] Ok, so let’s talk about another measurement. She usually gets. Is she doing a jail farm by the. But if she
Speaker4: [00:38:44.03] Does that, she does. Yeah, we we have. We do everything.
Beatty: [00:38:47.81] Ok, so give me just one farm. How many homes are in that farm?
Speaker4: [00:38:53.01] Oh, I don’t do that part.
Beatty: [00:38:54.87] Ok. You know. Ok, so let’s say a typical home typical farm has maybe 30 listing 30 cells a year. Right, right. Is Gillian getting almost 30 cells a year out of that farm?
Speaker4: [00:39:10.10] Got to. She’s not.
Beatty: [00:39:12.32] No, so so what you see and this is this is where most agents, most agents miss this point. They say, Well, I get most of my listings. No, you only get most of the listing appointments that you go on, right? You don’t get most of the listings correct. You only get most of the listings of those appointments that someone calls you up and say, Well, you come meet with me, you’ve already broken through and now they’re, you know, they want you to come talk to them. But the issue are, are those other out of that 30, those other twenty eight who don’t call you up?
Speaker4: [00:39:45.41] That’s what we’re trying to get
Beatty: [00:39:47.15] That and and that’s the part that I’m talking about is your inside reality back to my friend Roman. When you get a real estate agent saying, I’m going to give you this listing because I think you will do a better job for my friend than I will. You’ve you’ve shifted your inside reality to become their outside perception and remember this. Homeowners choose you the first time based on their perception of you. They choose you. Subsequent times based on their experience with you. So getting that seller leads that you’re targeting, whether it’s in a farm and your sphere of influence, whether it’s leads that you generated. It’s all about perception and you’ve got to help them perceive that you can do better than everyone else. This is the whole, the whole issue with outside perception and inside reality.
Speaker4: [00:40:36.90] Right? You’re going to show us how to do that, right?
Beatty: [00:40:39.30] So now that I set the stage, I’m going to show you how to do this. Ok. Ok. So let’s apply how to convert these leads to listings by this element of trust. So I’m just going to start with a very simple thing that most, most agents already do and know about. It’s the Jessel postcard. And this is the most effective, single simplest thing you can do if you do nothing. Ok? Just send out a postcard because it shows off that you were successful. You just sold. By the way, it doesn’t have to be in the farm. Ok. And if you guys are targeting of targeting farm that you don’t have any sells in prompting at the end of this, and I’ll talk about that, how to leverage yourselves even though they’re not in the farm. So this is one step. But watch this. I’m now going to articulate part of my inside reality is again, what what they want to know is, can you get me more money and less time with less hassle? So how can I alter this just sell post card to start to shift my inside reality is their perception. I’m now going to add just a few words to this postcard. I did it again. Another one sold at the top of the market price. Now watch what happens with this. This sale could have been on the market twice as long as the average sell. It could have been on the market. We could have dropped that listing price down three or four times before it finally sold, and we took a rock bottom offer.
Beatty: [00:42:24.22] And you think as a real estate agent, it was a crappy sell? I agree with you. Statistically, it was. But here’s what I can tell you. Perception wise and and legal and ethically, you actually sold another one at the top of the market price for that home and that condition in that locality. So why not promote it as that, because the perception is, wow, that’s what I want, I want you to sell my home at the top of the market price, OK? So this is now starting to to convey inside reality. But now we’re going to take a few more words and we’re going to articulate a deeper level of expertize that starts to give homeowners who are thinking about selling a higher level of confidence why they should choose me first. Watch this. This home had been on the market one hundred and eighty days with another agent without selling. I listed at the same price and sold it in only five days for full price. Wow. He is better than all these other agents. You see how all I’m going to do is I’m going to articulate the outcome and the back story of what happened by articulating that I’m going to convince and the perception of these homeowners that I am so far above all these other agents. They have to do business with me. But notice also what’s happening in order to share my inside reality and influence your your your outside perception of me? I have to do with more words.
Beatty: [00:44:13.55] This whole idea that, well, that’s too many words. No one will read it. That postcard is too wordy. Crap. You know, bull crap for you on that because you don’t understand marketing. Marketing is all about communicating and you communicate with words. The key is that you use words that you’re that you’re your audience wants to read. Ok, so keep in mind, we’re not marketing to those homeowners who have no interest in reading my postcard because they’re not thinking about selling. We’re mark any of those homeowners who are thinking about selling or plundering it, and we’re keeping us in and top of mind awareness until they’re ready to make a decision. And now we’re persuading them. Watch this. Now I can take another step deeper and make this just old postcard even more powerful by simply reconstructing the layout and adding more words. So now I want to teach you something about marketing. A couple of things. Number one, you’ll never see reverse print with any of my marketing for important information. Only place you’ll see reverse print for me is something I don’t care about right here. Like the street, I could care less about the street, OK, because I’m not selling the street, I’m selling the result. Everything else is going to be dark print on a light background because that’s how people read easiest. The other thing is, it always starts with a powerful headline.
Beatty: [00:45:44.38] So when you get this postcard, the actual the first thing you’re going to read is right here at the top. So now I’m re articulating what I just put on the other side. After one hundred and eighty days with another agent without selling, I sell or Bill Smiths and sell this home in five days for full price. Here’s how. Now watch this. Here’s how. Dot dot dot. This is called a I call it a trailing ending. Ok? Basically, what this does is the purpose of the headline is to get someone to read the next sentence. In order to get them to read the next sentence, I can’t stop with the statement, I need to have a dangling statement that forces them to want to learn more, so I now create a curiosity. Here’s how dot dot dot. And now watch this. I’m going to take a moment to read this postcard. I’m sorry for you. High days. Like, like Isaiah, who said I won’t read it, but you will read it if you’re thinking about selling your home. But I want to read this postcard because. I want you to see what it’s doing. And I want to tell you up front what it’s going to do, and then I’m going to read it and you tell me if it does it, what I want to do is I want to convey my inside reality of my expertize experience and skill and consistently getting the top dollar and the least amount of time for my homes.
Beatty: [00:47:05.90] Ok, I want to make that your perception about me, and let’s say if this starts to move that direction. So how does Bill do it? Here’s how Bill did it again. Ok, I’m just reinforcing. This is just another one, you know, like, I did it again. He sold this home at the top market price. How? Question mark? Dot dot dot. So I’m engaging them and I’m tantalizing them. And now I’m going to tell them how he follows a proven four step process he created that consistently works. Number one is preparation. He helps coordinate handyman and painters to ensure your home is fully prepared to make a great first impression. Second is pricing. He knows the limit to push the listing price without exiting the market. Properly priced homes always get top dollar. Third is presentation. Ninety five percent of buyers start their search online. He uses professional photos and videos in in his online marketing to attract the best buyers attention. And fourth is promotion. He aggressively markets your home using a proven twenty one step marketing strategy that finds more buyers more buyers means more offers in a higher sales price. Sandy, I’d like to unmute you real quick. I want to ask you some questions about this. So if you are that homeowner getting this postcard, does this start to increase your perception of his expertize? Honest answer. Honestly, don’t be nice, but honestly in how it will help you.
Speaker4: [00:48:36.35] I would definitely be. I think it’s fabulous. Definitely set you apart. I mean, I get them all the time. I live in a fifty five year old community and they’re just the same thing. The same woman’s face, the same picture. You know, nothing ever changes. It’s just fun.
Beatty: [00:48:54.14] So now let me ask, let me ask you a deeper question, and I’m going to ask all agents on this call the same question, but only sandy respond. Is there anything in these four steps that’s earth shattering that Jillian does not do? Or does she actually do these same things herself?
Speaker4: [00:49:14.08] Oh, yeah, we do all that, we do the staging. She has a whole list of things that she does differently than anybody else and she would be able to do. Yes, she does all that right.
Beatty: [00:49:26.41] So here’s here’s the point I want to make. When I called those three agents to my home and said, Why should I choose you over someone else? They did all of these things, but they had no idea that those are important to me. In other words, we say, well, I’m honest, I’m caring, I work for you. Yeah, yeah. You know, just like Snoopy cartoon, well, everyone says that give me something I can sink my teeth in that says, Why should I trust your expertize different? What we’re doing is we’re simply saying, I already know these things. Let me tell you what I know. In other words, this is what I know. This is my inside reality. Now I’m going to educate you so you see what I do. And once you see what I do now, you’re going to understand why my homes get the most money. That’s how you start to apply this, everyone’s different. What we do with our clients, by the way, rent postcards. Ok. But what we do with our clients, with our premium services. We actually walk our clients through a checklist. We give that information to a professional copywriter and we create custom content. That’s what we did with this guy that specifically articulates what those put that agent does. So it’s fresh, it’s powerful. It’s well-written, it’s concise. But it’s hitting these things. What causes a homeowner to choose one agent over another? Let me show you now how you can take this another step. So here’s just a real simple articulation. If you think it’s expensive hiring a professional, try hiring an amateur. So in this, yeah, we’re using this targeting a three hundred thousand average sales price neighborhood and based on MLS stats alone list to sales ratio.
Beatty: [00:51:23.14] Days on market, we now make these statements bills. Homes get six thousand more for a three hundred thousand home than the average amateur agent or and bills home sell three point two times faster than those held by the average amateur agent. So now we’re quantifying in dollars and cents. Two of the three things they want to know Can you sell my home for more money and less time? And now I can verify it factually with data and make it really easy for them to grasp what that means? Let me show you something else we talked about trust is that they had a chance to meet you and we came across this by accident. We were doing some farming marketing for one of our clients for a couple of years, and I was speaking to him at the end of the year and his name is Zach. And he said, Hey, Beatty, can we meld that same postcard that you mailed in January? I said, sure, but why? He said, because it produced half of all the listings I got this year, that one postcard. So as a marketer, I naturally looked up this postcard and said what was so unique with that one? The only thing unique was it had a family photo and then it dawned on me when you’re dealing with a not met list, that geo farm, the seller leads anything where it’s not your past clients and sphere of influence. They’ve never met you. And in postal mail, how can you give them a chance to meet you? And what he did is he had a family photo.
Beatty: [00:53:02.22] It was just a snapshot. Not a good one like this one. It was just a snapshot of him and his wife and their three kids sitting on a couch. And and that was pretty much the content focus of the card. And what happened is people say, Oh, now I see him like a real person. He actually is a real person with a real family. They do real family things. I can trust this person. So we started testing it. And California, by the way, is one of the hardest places to break through in the cold market. Ok, so one of our test sites was in California. The first mailing we did for this guy’s geo farm was a photo of him and his wife and his kids. He gets a call a couple of months later. Seven hundred thousand home, and she said, When I got that first postcard of you with your family, I said, I can trust this guy. So it goes back to trust. They feel like they know you, that they can trust you. You look nice. And so notice that this isn’t me with my clients. This isn’t me, just me by myself. Like this photo is OK. This is me in what I call a family photo so people can get an inside look as to who I am as a real person. And when you look at this family, you go, Boy, they got something together. I can trust him. Let me show you one other thing. First off, let’s see supercharging results. I’m not going to do this. You’ll see this if you’re interested on our websites where we can identify sellers electronically stealth wise, because I know.
Speaker4: [00:54:45.79] Yeah. So with that postcard, was there two things on there, one on one side, one on the other or you just sent out the postcard picture the same question.
Beatty: [00:54:55.77] So all of these postcards here, this is what I call the message side, and the address side would look like something like this. They can have different looks, but like on this one on this average. So this is I’ll just show you how this is operating. So this is set up to go into like a geo farm or even in your past clients and sphere of influence with the idea of grabbing attention of someone’s thinking about selling. Because if I know who’s thinking about selling, I can pick up the phone and engage and get the listing almost every time. So what we do is we offer information that a seller would be interested in knowing we get them to scan the code. As soon as they do. Our system electronically identifies what code they scanned. Direct them to the website and the email the agent. So now we know who is thinking about selling, and the agent can then follow up with that prospect. So that’s the back side of the postcard. But let me touch on one final thing Isaiah was talking about multichannel touches, and I want to show you how you integrate multichannel touches in our version of what we believe are the most important touches and why. Ok, because and I’ve actually picked this up from from Isaiah and I go, Yes, that’s the missing element for our clients. And so once I learned from Isaiah about, in fact, I’ve got this Isaiah. So I’m taking notes. This is my note sheet, and I still have it here. I got a circle and this is Isaiah’s comment. Our sales skyrocket once we did marketing through multi channels. Ok. So I’m thinking so I do actually take notes and I come to these things and I’m not here just to promote myself.
Beatty: [00:56:42.30] Hopefully, I’m giving you good info, but but this is really important stuff. And so we started doing with this, with this, with our agents and with their data databases, and it really does work. So the more channels you use to touch your leads, the greater the impact, the higher the conversion. Because you get what’s called a synergistic influence, one plus one equals three. Ok. I don’t understand it. I just know the outcome. And in order to do multichannel touches, you really have to have additional ways to contact. And so I’m thinking from a postcard mailing, I’ve got a name and an address. I need emails and phone numbers as well. Sometimes if you don’t have it already, especially like if you’re targeting a cold market list like a jail farm, you append the list with our clients where you have some data partners that we’ve vetted that do a great job in appending with Rennes, I believe that you can get less directly from them already with names and emails and phone numbers. Ok, so the most important thing is you have additional ways to contact them, whoever they are. And a lot of times if you have past clients and sphere of influence, you have some of their information, but not at all. In fact, watch this. A lot of times you may have their name and email, but you don’t have their address. And because you get them on your Facebook, you know their friends on Facebook. You can reverse the pin if you give us your their name and email, probably 90 percent. We can match a good mailing address to OK. So the key is to important.
Speaker3: [00:58:19.97] One important thing be I apologize for if your client just remember you have what’s called run fetch where you can do that appending what he’s talking about. You could do that reverse lookup within our system if you need to just to kind of just to throw that out there. If you need guidance on how to find that or work that, just contact your marketing coach. Yeah, go ahead.
Beatty: [00:58:42.41] Play, please do that. We do not do this. Just you can’t come to us and just say, Append this list, OK? It’s only internal, but if. But if you’re working with ARIN, please use this as a lot easier and they’ll be cheaper with them than with us. I can promise you that. So but with this, once you have that appended stuff, let me show you what happens. So when we work with our clients, we do these first three things and in white, and then we recommend you do these other three things in gray. But let me just kind of walk you through what’s happening. So the postcard campaign, I’ve already shown you this your heart touching them through the mail, depending the frequency, depends on what type of list you’re touching and how well they already trust you. The Facebook campaign when you do a Facebook campaign, what you’re doing is you’re taking that email list and you’re taking the phone number. Listen, let me give you a key if you and what we’re doing is we’re creating what’s called a custom audience and a custom audience where you upload your list to Facebook and they take your data and match it to their subscribers. We learned the hard way how to maximize that, that subscriber list.
Beatty: [00:59:56.66] And here’s what you do. You upload a single list and they asked for like name and address and email and phone number and things of that sort. Ok, but don’t provide one one record like Bill Smith, his address, his email and his phone, because if it if there’s not a one hundred percent match, Facebook won’t match it. What we learned is the name doesn’t matter, and the address doesn’t matter because what they really are matching mostly to is an email or phone. So we upload one record with an email and the next record with a phone number. And that way, I’ve got two bites at the Apple to see if, if, if Facebook has a good match. And once we started doing that, our match rate just went through the roof because now they’re looking for one hundred percent match per record. And since I’m only giving one data point, an email or a phone, then if they got a match then they lock it in. And if I’ve got an email or a phone and they got to match it, I know it’s that prospect. So watch this. Most of us do this easily with our past clients, but do this with the geo farm.
Speaker4: [01:01:08.63] Can I ask a question quick? Sure. I have. I have tried to upload just email and just phone number to Facebook. But they I think they do require also a name. I think they rejected my files because saying that, well, I don’t I don’t know that that was last year, so right.
Beatty: [01:01:28.25] So if you contact me through rent support, I can get an answer back to you. I don’t want I can pull up exactly what we do and and look at our data file. I don’t think we do a name, but we oh, you know, I think we do. Maybe a last name only. Ok, we might do a last name, but we don’t want to do like Bill Smith, because what if he’s listed? Is William Smith or or Billy Bob? I’ll miss that, mark, but he’ll always have his last name. So I think what we did is we upload the last name.
Speaker4: [01:02:01.57] Oh, OK, cool. I’m pretty sure I’ve gotten them rejected saying that there’s not. You have to have a name. Yeah. Oh OK, thank you.
Beatty: [01:02:09.83] So you use last name only and you’ll get a higher match,
Speaker3: [01:02:13.58] So to speak to that. A little bit Beatty to if you are if you’re a run client with us in your in your run marketing hub, there’s a Facebook portal, so you don’t actually have to go on your Facebook manager to figure all this out, and it actually streamlines the whole process. And for you to create your custom audience, it’ll draw in your database, it’ll draw in your geographical farm and it’ll help you make sure all that criteria so you don’t have anything rejected. So if you’re interested as a client in this and using the run postcards through Agent Dominator system that kind of correlate with it, your marketing coach will actually walk you through step by step on how to how to do this, because what Beatty is saying is so powerful. Having the multiple channels going in Beatty just to be our next speakers up in about three to five minutes to give you just a little head’s up too.
Beatty: [01:03:05.47] So, OK, perfect. So let me fast. Let me fast forward through this and then I’ll just open up for questions and the remaining time we got. So your Facebook campaign, both postcard and Facebook is going to start building that brand recognition and trust. Most of the trust that we’re doing is going to be on postcards because that’s where I can give content. Facebook, for us, is mostly just to keep you always there. We’ll push them four to eight times a month right into their Facebook feed so that they’re seeing you from multiple angles when we’re doing a geo farm. We learned this a hard way. If you start your trip email campaign at the same time, you start everything else, get like an eighty five, 90 percent opt out rate, you know, so you kill it. So what we started to do is we do everything else that they can’t opt out on. And then we start the drip email campaign like three months later, OK, and we’ve got some special stuff that we do with our emails and we do twice a month. So what we’re doing is touching a lot and everything’s kind of focused into the same same issue. The last couple of things I want to stress is a video, email, text and phone. All these are what we call personal engagement. When we have a client that will do these last, three things will actually guarantee their results one hundred percent or refund their money.
Beatty: [01:04:25.52] And that includes postcard marketing costs as well. That’s what we believe in terms of the significance of that personal engagement, because if you go back to trust once they’ve met you, they trust you. And with a video email, even though they have never met you directly, you’re doing this little selfie video and they get to see you. They get to hear you. They get to hear your trust. So is the next best thing to them actually meeting you in person? Text messages and live phone calls actually just throughout just did a podcast on this one thing. If you’re interested, get sellers calling you as my podcast channel and I talk more in depth on that stuff. If you’ve enjoyed this podcast, be sure to subscribe to it so you never miss another episode. Also, if you want an easy way to grow your business, check out Agent Dominator. We guarantee listings and sales from past clients and sphere of influence, geographic farming and commercial investment properties. If you don’t get the sales, we promise we’ll give your money back. Learn more on our website at Get Sellers Calling You.com and select Agent Dominator from the menu. Thanks for listening to the Get Sellers calling you podcast and have a great day.
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