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Beatty: [00:00:00.69] This is the Get Sellers Calling You marketing podcast for real estate agents and I’m Beatty Carmichael to learn how to generate more listings from past clients and sphere of influence, geographic farming and commercial investment property. Visit our website at Get Sellers Calling You.com. And now let’s begin our next session of Get Sellers Calling You. Hey, this is Beatty Carmichael. I’m here in my office recording studio, if you want to call it that. Those actually watching this visually on the video can actually see it. But I have just gotten off the interview recently with Stuart Sutton that we’re about to share with you. And I just have to share a couple of comments. Number one, it takes a lot to flabbergasting me and to make me speechless when it comes to real estate marketing. But I was both flabbergasted and speechless with what Stuart was sharing. In fact, you’ll hear it in this. But I was asking him early on, I was asking him. So if you put the same amount of effort in real estate marketing in a generic sense, like most people do, just kind of general real estate versus in a niche, what type of difference in results do you get? He’s had minimum three times, and the first thing that hit my mind was this. So for the same amount of effort, if I want to triple my business, all I have to do is put the same effort into niche marketing.
Beatty: [00:01:23.49] Okay. And he said that’s minimum. He’s seen it happen as high as 11 times. So as you listen to this, make sure that you have a pen and paper handy, you start taking notes. He breaks down step by step exactly how to do niche marketing. And let me encourage you maybe come back and listen to this a second time. Number two thing I want to share is as he’s talking about niche marketing, it’s all about marketing. Okay. Niche marketing and marketing. We did if you don’t if you’re not aware, when we first started moving exclusively into real estate marketing for our clients, we did a series of 21 different AB marketing tests where you test two things side by side and see which one actually produces more results. We did this on over 2 million postcards being mailed and we found a lot of things. One of the things that we found is really interesting, and I put all of this up on our website, and the reason I’m sharing this is if you haven’t requested from us this test, let me encourage you just to go to Agent Dominator Dotcom and there’s a little pop up window that pops up and just fill it out. All we need is basically an email address to send this test to you.
Beatty: [00:02:37.16] But out of those 21 different things, what I share in this is the top five, and three of those top five had an 800% increase or higher in terms of results. Meaning if you got one listing doing it the control group way, then you would have had eight listings doing it, the thing that we tested. So if you’re doing any marketing on your own or you have someone doing marketing for you and you’re actually spending money on marketing, okay, let me encourage you. You definitely want this information and start to apply this into your own marketing. And the third thing real quickly before I introduce the interview with you is I like to you to hear from just another one of our clients with Agent Dominator and show you how great we are. And if you want some help growing your business. Check us out. By the way, we do everything from automated just whole postcards to geographic farming to sphere of influence, past clients to commercial agent attraction for those y’all involved with a brokerage that you attract agents. And then we also do niche marketing as well, so you’ll hear that. But anyway, let me share the client message and then with no further ADOS, I’ll bring in Stuart. Have a blessed day and thanks for being on our podcast.
Cathy: [00:03:53.69] I just moved to Hawaii, so I need two things that I wanted to do well and then I didn’t know a soul, so I approached it with the idea that I wanted to make 120,000 a year. So I started looking for something to put my money into that would get me listing leads. And that first year I think I made 130,000 and I kept doing those two programs and the next year I made 250,000. So it has been a constant, consistent source of leads. And it it just it was it’s an amazing program. It really, really works. If you just apply yourself, you are going to get the listings.
Beatty: [00:04:38.81] So hello everyone. Welcome again. This is Beatty Carmichael with guest sellers calling you. And I’ve got just a really, really exciting interview today for you. It’s with a good friend of mine. Many have already heard because I’ve interviewed him a number of times, but we’re doing something totally different on this one. And this is my friend Stuart Sutton out of Round Rock, Texas, if I remember correctly, which is a suburb outside of Austin. So, Stuart, welcome back.
Stuart: [00:05:05.87] Thank you. It’s nice to be here. Always a pleasure to visit with you. And I’m actually in Georgetown, which is probably, what, six, 8 minutes from Round Rock. So that’s that’s pretty close.
Beatty: [00:05:15.86] Okay. So I was close. It may have been your broker that was in Round Rock, but I knew some or maybe one. The firms we did meet.
Stuart: [00:05:22.07] That’s one of the areas I work. That’s one of the suburbs I work.
Beatty: [00:05:24.26] Yes. Okay. So that’s what it is. Yeah. So you have to you have to realize with Stuart, so Stuart’s been really kind of a unique client with us over the years. By the way, Stuart was one of our first five clients. He might have been the very first one, but there are five that came in all at the same time. And when we started working with Stuart, it was in farming related geographic postcard marketing, and we would set up each postcard separate because this is where we would set up one for Round Rock, one for another farm, one for another farm. So you would always be that local expert in that local area?
Stuart: [00:06:00.68] That’s correct. Yeah, I remember that. And I’ll just throw this in. I’ve been marketing for many years since the mid nineties and quite sincerely I’ve just this might be a cynical attitude but I’ve just never seen marketing companies that send marketing that actually I feel like they really know what they’re doing. And I got a postcard that year and I showed it to my wife and I said, Now here’s a real estate marketing company who understands marketing. And that’s when I responded to the card. And we’ve been doing business ever since.
Beatty: [00:06:35.09] I love it. And I remember sending that sending out that postcard. I’ve gotten a number of clients that way. And it’s interesting when you’re looking and you know what you’re looking for, it’s easy to recognize it. And I have to share that. By the way, let me just give upfront real quick. We’re going to be talking about niche marketing, which all which is entirely about specifying your marketing down to a very small and a focused niche where you can become an expert. So with that, we’re just you’ll just have to put up with me and Stuart as we kind of catch up a little bit. But I want to tell the story because this is the thing that fascinated me so much with used to are now share this many times and you’re probably getting tired of listening to your own grandeur from my mouth. But when I met Stuart, when I met Stuart, Stuart was doing 120 transactions a year and I was asking Stuart how many hours a week he worked because most of our clients at that time were probably doing 15 to 20 transactions a year and they were working like 60 hours a week. Those that were doing 30 or 40 were usually working 80 hours a week, you know, seven days a week, and they never really had a life. And Stuart said, Well, I think I maybe work about 35 hours a week. You know, I rarely work weekends. I mean, evenings, I don’t work weekends. I normally put up at the end of Thursday and it just blew my mind. So that’s how we started.
Stuart: [00:08:11.52] Yeah, it’s I’ve just been very blessed in that the niche marketing formula is something that helped me accomplish that. And to this day, I really never had as much fun in the real estate business as when I learned to manage that time. And you really can you can work 35 to 40 hours, work 25 hours if you want. You can earn a lucrative income and manage your business if you follow and understand the marketing perspective that we’re going to talk about today, because there’s a lot of power behind psychological impact and marketing if you use what’s already there. Don’t try to recreate something that’s new and never been. It’s already there. You’ve got to use use what’s there. So we’ll kind of get into some details about that.
Beatty: [00:08:59.67] Yeah. And I also want just to for our listeners, when I share these numbers of how many hours do it work? Stuart is a that’s his personal production. Okay. That’s not a team. He doesn’t have a bunch of people doing transactions and he’s just sitting back playing solitaire. And if I’m correct, your volume has gone down. I mean, your transactions have gone down, your volume skyrocketed. And what about your hours invested for that? Is it staying about 35 or have you shifted that?
Stuart: [00:09:29.72] Yeah, I know it has. Now I do spend a little more time on some other.
Beatty: [00:09:33.21] Things, right? I know you.
Stuart: [00:09:34.35] Do teaching and coaching and writing, but my real estate business, which is the core of my income and the core of what I enjoy and have always enjoyed doing is 35 to 40 hours a week. And it’s been, believe it or not, and I do have a lot of people doubt me on this quite sincerely. I do have a team, but I don’t send them business. I pretty much just mentor and guide them. And with with my team, the volume is pretty outrageously high. But we don’t ever talk about that because each of my team members keeps their volume in their own names. So we don’t say Stuart Sutton does all this volume. So what you’re talking about is my personal production with my clients, and that is purely with a part time assistant. And I checked before this interview so I could say it with absolute certainty. She averages about 17 hours a week.
Beatty: [00:10:30.33] Now, I know you don’t like to talk numbers, but you have spoken numbers. So and if you don’t want to, we can cut this part out of the interview. But I would love just to for the listeners out there to put a stake in the ground, you know, are we talking that you’re a top producer doing 8 million a year in volume, which many of these guys probably are, and 40 hours a week or 35. So that’s doable. Or, you know, when we say top producer, would you mind sharing just either volume, GCI or anything that gives people an idea? Okay, great.
Stuart: [00:11:03.36] No, happy to I personally with my clients do about and again this is about a ten year average about $21 million a year personally. And that’s again, I haven’t had anything more than a part time assistance for the last ten years.
Beatty: [00:11:19.98] That’s amazing. And you use all these you use the fancy CRMs and Facebook marketing and all these other things, right?
Stuart: [00:11:28.71] I actually know how to use them all, but I’ve got a very basic and very effective process that works really, really well and we change it and improve it and adapt it. And we use technology. We’re very good at it. But the bottom line is that people are people are people. And if we use the type of response and the type of service that they’re not seeing from others, then we tend to draw them to us. So my entire business consists of me answering the phone with someone saying, Hey, would you come talk to me? I don’t chase people. I don’t make cold calls. I don’t I don’t do any of that stuff. Basically, people call me because they want what I offer.
Beatty: [00:12:09.87] I love it. So I want to dig deeper into that. And as we get into this, we’re we’re going to be talking about niche marketing. How do you start to develop a niche, why it’s so profitable? And one of the things that we started doing with Agent Dominator is niche marketing, focused postcards and other content. And so this is a perfect time because one of the things I’ve learned from Stuart, by the way, I want to give you Stuart one other real accolade. We’ve had a lot of people look at our content and see what we do and really say it’s some of the best marketing that they’ve seen for real estate agents to to generate listings. And our track record typically proves that. But I’ve stolen probably 75 or 80% of the content and the structure of what we do directly from you. Stuart So I want to say thank you. What you’re saying, if you like our stuff out there, as you’re saying, Stuart, stuff repackaged with this permission.
Stuart: [00:13:09.99] Well, yeah, that’s fair enough. So use the word stolen and that’s not collaborated on a lot of what we do and you’ve got add me and vice versa and and I just think the very first post card I read of yours, I said this guy knows what he’s doing. So and that’s never changed.
Beatty: [00:13:26.91] Hey, I want to I want to take you back many years back just to talk in terms of the impact of marketing. So there is a time when you were not using good marketing principles and then you shift it. Talk to us about that one little segment just to help our clients understand what good marketing can do. Quickly.
Stuart: [00:13:48.66] Okay, very quickly. I was a hard core cold caller. I cold call 2 to 4 hours a day, absolutely consistently, day after day, week after week, month after month, year after year. I met a guy who claimed to be a marketing expert. Actually, he was referred to me by my cold calling coach and he said, You might want to talk to this guy. So anyway, I met a guy named Rand Smith and he taught me marketing. Well, here’s what happened. I hired him in January and he said, Keep doing what you’re doing. It’s working. We don’t want to take any food off your table. Keep doing what you’re doing. And I started following his process of marketing. And six months later, in the month of July, I didn’t make a single cold call, and I made more money that month than I’d ever made, and it just continued from there. So basically my business transformed into that outbound me chasing business. Sorry, I’m not one that’s me chasing business to having people contact me because they wanted the services in the unique approach that I offered. So it just made life very, very different from a real estate perspective. And in my heart of hearts, I just wish more real estate agents would understand that there are options. You don’t have to fall into the old myth, and I did, and I think nearly all of us do that, Hey, you’re going to be successful in real estate. You’ve got to work long hours and evenings and weekends and sacrifice family time, and you don’t have to do that. You truly can manage your time, put other things first. Business is important, but it’s not as important as some other things, and you can prioritize that and manage it very well with the right processes in place.
Beatty: [00:15:42.00] Now remember you sharing because we have a lot of folks out there that, you know, they have young families, young, you know, their kids still living at home. And if I recall correctly, as your kids were young enough to be at home, that you took the weekends off so you could be with them. You know, your whole business was structured around managing your family, you know, the most important things and letting your business serve you rather than you serve the business. Can you share just kind of how that talk?
Stuart: [00:16:11.10] Yeah, I still I still remember this and I was thinking you were going to refer to this particular story. You may remember it, but my oldest son was very young. And some people kind of give me a hard time because I don’t remember the exact age when a child can say, Hey, dad, don’t do that or whatever. So my phone rang and I was at home with my son. I took Thursdays off every Thursday and weekends. I was he said, Dad, don’t answer that because he knew that I would spend time on that phone. And from that point on, I never answered the phone when my kids were around and I actually left a voicemail on my voicemail message, it said, Hey, this is Thursday, this is my day with my family if you need me and I refer them to my assistant’s number, otherwise I’ll talk to you tomorrow. And you know the kind of voicemails I would get, baby. People would say, Don’t you dare call me today. You can call me tomorrow because they were so impressed or so. Taken aback or so. It’s just so unusual. They just said, you spend time with your family like you should. We’ll talk to you tomorrow because people have a concern about am I going to lose business because I’m not available on Thursday? You know what? I think it got me more business because people appreciated what I was doing.
Beatty: [00:17:28.80] You know, that’s that’s really neat. I was interviewing another client of ours and he takes Sundays off. He’s a strong, committed Christian, and he just lets people know right up front. I won’t. If you want your house shown on Sunday, I won’t be there. If you need me on Sunday, I won’t be there. He says he loses some business, but he gains a lot more because people respect that. That’s his drive.
Stuart: [00:17:52.14] That’s exactly. They really do. And you’ll gain you’ll gain far more than you’ll ever lose. So my attitude has always been and this may sound cynical, I don’t mean for it to be, but if I lost business because of that might not have been the type of people I wanted to work with anyway.
Beatty: [00:18:06.96] Yeah, well, you know, people tell me. I remember I had a marketing guru help me with branding and he said, you know, take that, you know, don’t do videos with right back there you see across this is my office that’s and he said you’ll lose business. I said Well if I lose business because of that, this business I don’t need.
Stuart: [00:18:25.31] Exactly. Well, I don’t know if you can say it there, but that’s my Bible sitting right there. Yeah. And I’ve had people come in on that and exactly. We are who we are and our faith is what’s going to that’s one of the things that’s more important than our business.
Beatty: [00:18:40.80] That is so true. Moving forward, I want to get into niche marketing a little bit. When you and I met you, were you focused on two niches? You had I think you had three, three sources of income. You had your past clients and sphere of influence, which is kind of a niche, but not really.
Stuart: [00:18:59.28] Right.
Beatty: [00:19:00.36] But then you’re focused on in your area, there’s a lot of land in Texas. And so you had one acre plus properties. Right. And you’re also doing expires, right. And focusing in on those. So talk to me about your journey into niche marketing and just kind of take it from here, kind of start teaching us about niche marketing, why to do it, how to do it and what’s important with it.
Stuart: [00:19:29.07] All right. So the niche marketing term, I hear it thrown around and you probably do, too. As a matter of fact, you are actually a model of niche marketing. I mean, think about it. You are a marketer, but what’s your specialty? What are you very, very accomplished at? What is your skill set reflect? And that is real estate marketing. So there’s a whole world of marketing out there, but get sellers calling you has focused down and become an expert and a specialist in a particular area of your market and the consumers who need what you do really need it. I really tell people all the time that that need versus want is the key to a niche. If a consumer needs what you offer and they don’t just want it. The need part is extremely powerful. There’s so much psychology behind the niche because when you’re an expert, when you’re a specialist, people see you differently. So we have a whole world of real estate agents, and most are general generalists, if you will. And that doesn’t mean that some aren’t really, really good at what they do and have a tremendous amount of expertize. But where can you take that to develop an even greater level of expertize? And I use.
Beatty: [00:20:54.18] I was going to ask, so sorry. I was going to ask, do the homeowners know that they’re in that unique. They do.
Stuart: [00:21:03.67] And that’s that’s what’s important. So I was going to use an example of we have an upsurge in my wife and brother in law and I were just talking last night. He’s been our her family’s our doctor for 40 years. But when I got glaucoma. I couldn’t use it as much as I wanted to. As much as I liked him. As much as I trusted him. I had a need that he couldn’t fulfill. So I had to find a specialist who could manage and treat my glaucoma. I had no choice. I had to find someone who could fulfill a need that he couldn’t fill. And that’s what I’m talking about in the real estate business. There’s a lot of real estate agents out there. But if you have a specialization that goes beyond the normal expertize, the normal knowledge of a typical real estate agent, those sellers who recognize their unique property type will respond to your expertize. And that can happen in any number of areas. In the psychology behind it is very powerful because experts are perceived differently than generalists in virtually every industry.
Beatty: [00:22:13.56] You know, I’m talking about medicine because I come from a medical family. And I remember my dad was a specialist. He did vascular surgery. He was like number one in pretty much the world. And and you have a general practitioner, medical doctor, and then you have the specialist. The specialists always make more money than the general practitioners. And that, I think, is what you’re talking about with real estate, is if you’re a general practitioner in real estate, you’re working for your business. But once you can move to niche, you can have your business work for you.
Stuart: [00:22:49.11] Exactly. You perceive differently by the consumer and I can share lots and lots of stores. Becoming an expert in an area really takes out that will. My sister in law is a real estate agent. I’ve listed homes in my niche where they had relatives local in my market and they chose to list with me instead. Very interested homes for for actually executives for other real estate brands who called me to list their property and said, You can’t tell anybody who I am. That’s how powerful that expertize factor can become.
Beatty: [00:23:26.79] Wow. That is you know, that’s really amazing. I have in working with clients for all these years then the one the thing they frequently say, well, you know you’ll you’ll never get it from everyone’s sister in law is a real estate agent or their brother. And you know, it’s hard to get listings here. No, it’s not that hard. You just have to be different. And I love the fact that the executives of a real estate brand would hire you instead of their own agents to sell their house. That’s great.
Stuart: [00:24:01.71] That was an amazing experience.
Beatty: [00:24:04.80] Tell me.
Stuart: [00:24:05.19] More. So what we do is is basically go through the process of explaining why a niche is so powerful, why it’s so impactful to the consumer. And then we move into the product knowledge, gaining the knowledge in the niche. Well, how do you become an expert at townhomes? How do you become an expert at lakefront properties? How do you become an expert in any given area? So there’s some research involved to make sure that the business is there, and there are some very hard and fast ratios that you can look at to say, Yeah, I spend money here, I’m going to make money.
Beatty: [00:24:42.15] And let me ask you a question. I hate to interrupt, but just I want to bring this in the top part of the funnel as we come down. If you were to put the same effort in a niche versus just generally in real estate, what’s the what’s the return on the niche versus the general? Does that make sense for what I’m asking?
Stuart: [00:25:03.00] It does. And I actually know that what the return is minimum three times.
Beatty: [00:25:08.52] Three times. Are you.
Stuart: [00:25:09.72] Serious? Three times.
Beatty: [00:25:11.73] Same effort in a niche. You’ll earn three times more for that same effort.
Stuart: [00:25:15.96] Minimum.
Beatty: [00:25:16.98] Are you working three times more hours?
Stuart: [00:25:19.05] No, absolutely not. That’s what’s really that powerful. Yeah. I’ve got one baby that that I showed and I showed a hard examples to the group. I was teaching that in this and I said Minimum three. The most I’ve ever experienced is 11 times. And it was basically a test across one general real estate effort compared to the niche effort of the same kind. And the niche effort brought me 11 times as much business. Now the other one was profitable, but the niche one was extraordinary. But I don’t use that because I don’t want everyone to run around thinking, well, I’m going to increase my income by 11 times, but three times is very realistic. That’s as a matter of fact, I would say that’s the least.
Beatty: [00:26:10.62] That blows my mind. I knew it was I never realized it was that high. But going back and thinking just through traditional other niches in marketing, that makes sense. So three times I’m not sure where to go from here. Okay. So now let’s get how do you start? How do you start a niche? So now it’s easy for you. So you’re over in Texas, lots of land, so it’s easy to say, okay, I’ll just focus on those houses with one acre plus.
Stuart: [00:26:43.47] You know what’s shocking? There are a lot of markets around the country with with small acreage properties as well. So once you get past the city out in the suburbs and you can pretty much just draw a circle around Austin and the just beyond the suburbs are small acreage, but within as a matter of fact, I taught a session today and we went over all the different kinds of niches there are and there are so many. So a lot of it has to do with a lot of people just can’t stand the thought of, well, I’ve got to drive out to there to that to two and a half acre property. I mean, if you have 10,000 condos within ten miles of your house, I mean, there’s an extraordinary opportunity right there. If you live near lakes, if you have homes with views, if you have homes in gated communities, you have country clubs, if you have golf courses, there’s so many different opportunities to gain a level of knowledge. And the premise is very simple Can you gain a level of knowledge that exceeds the typical real estate agent and that is perceived as valuable by the consumer? And that’s the basic premise. If you can do that, then you’re going to have all the business you want to have.
Beatty: [00:27:56.22] So let’s let’s talk that second. I want to make a note to come back. Let’s talk first. I’m a real estate agent. You got my attention. Minimum three times, maybe four or five times more than general. I want a niche. How do I go about figuring out where to what type of niche, what? What do I do?
Stuart: [00:28:16.89] We start with numbers and what I mean by numbers, and this is kind of boring. And in the course we teach, we say, Look, you guys, this session we’re going to get through it, we’re going to push through these numbers. But we really address some ratios that most people don’t pay a lot of attention to. So one of the reasons that we get and, you know, this one of the reasons we have such success when we start agents on farms is because we do the numbers. So let me just give you a quick example. Let’s say you have an area of 1000 properties and last year 100 of them listed their home. That’s a 10% ratio, right? So if you’re going to invest some money to market to 1000 homes, you’ve got 100 opportunities to get a listing. And we know you’re not going to get 100, but let’s say you shoot for 10% and we really feel like you can get there pretty quickly. In fact, I got there very quickly in the last form that you and I started. So but what if that 1000 homes only saw 48 homes come on the market last year? Well, that’s a 4.8% ratio. I mean, if you look at different types of property and look at the turnover ratios and find out that, hey, I really like this type of property, I think I want to work it. But the same dollar spent will make you half the money. Why would you go down that path?
Beatty: [00:29:36.67] Oh, okay. So this makes sense. I’m going to correlate this back to geographic farming. If I’m going to do a geographic.
Stuart: [00:29:43.60] Principle, I’m sorry to interrupt you. These principles work for geographic farming as well. The only reason I prefer a niche is because the expertize, and I’ve proven this in my business, the expertize perceived in a niche is a higher level than an expertize. I’ll say that eventually. Then the expertize perceived in a farm. Farming is great and is matter of fact. I do it. It’s a very nice stream of income, but the expertize from a niche is actually higher level of per of respect from the consumer, but at the same principles do apply.
Beatty: [00:30:18.25] So just to help our listeners correlate. So if I’m going to choose a farm, I would pick out maybe five different neighborhoods. I would look at the turnover rate, I would look at the average sales price. I multiply those together. That gives me what I call my sales turnover rate. So I’m now comparing apples to apples and I can see the economic value and from there I can choose which one is likely going to be the most profitable farm to go after very nicely.
Stuart: [00:30:48.40] Okay, exactly. And you’ve actually created a new ratio and I like it. It’s the sales turnover ratio. I like.
Beatty: [00:30:53.68] That. Yeah. You actually you and I actually worked on that back in 2014.
Stuart: [00:30:58.18] Oh, really? Okay.
Beatty: [00:30:58.87] Yeah, I stole it from you. I mean, I borrowed it from you.
Stuart: [00:31:01.81] I needed it as long as, like you said, if you can compare apples to apples now, you’re actually making some progress. Because I remember when I started my very first farm, I went, I’m not doing something. I worked my tail off. I was diligent. I was obsessed with being successful there. I did everything I was supposed to do, everything I was told to do. Hardly anything happened. And it turns out I was farming one of the most stable neighborhoods in America because I just simply didn’t know how to do the research beforehand.
Beatty: [00:31:30.26] Yeah, I was talking to a client just recently. We’ve been in his mailing to a geographic area now for like three or four months and we’ve had no results. I said, Well, let’s say how many listings actually came on the market? You know, like one or two. You know, it’s like there’s, it’s dead right now. So yeah, so back to niche marketing. So to pick a niche, you’re just going to look at these, these category groups, small acreage townhome, you know, golf course, gated community, whatever these niche areas could be. And you’re going to run the same analysis as if you’re doing a geographic farm, because really we’re farming a niche as opposed to a geography.
Stuart: [00:32:14.74] And if if the niche is big enough, for example, let’s just take zero line homes or, or gated community. There’s enough of those in your market you can choose and you say, Hey, I don’t want to decide between lakefront homes and gated communities. I know what I want to do, but you can choose the best of the best or the best of what there is. So you could take the best turnover in those communities. Let’s just say there’s 27 townhome communities where you could take the ten best turnover ones to start your niche with. Yes. And then and then move on from there rather than just picking the ones you like and they turn out to have the lowest turnover.
Beatty: [00:32:52.21] Okay. So this is so this takes all the mystery away of how do you pick the right niche? Do you simply analyze it like a geographic farm?
Stuart: [00:33:01.03] Exactly. I help someone choose one recently where there were the turnover rate meant they had the market. And what we can do is we can back this up. They wanted to make 100,000 from their niche. That was their first goal. So in order to accomplish that, they needed to market to 1333 homes versus another. The option they would have had to market to nearly 1900 homes to get the same opportunities for listings. And that was simply a difference in the turnover ratio. So which would you rather do? Spend the money to market to 1900 homes or spend the money to market to 1300 homes?
Beatty: [00:33:42.00] Yeah, 1300 all day long. So. So now we’ve got a niche picked out. What’s the next step?
Stuart: [00:33:50.15] Well, the next step is branding. And a lot of people ask, what’s the difference between branding and marketing? And I think you and I can probably collaborate on this definition, but I’ll start and then you add anything you want. But I believe that branding is simply the consumer linking my name or my brand to a service they need. So mine is one acre plus homes and the consumers that receive my marketing link that to Hey when we sell this is someone we need to contact. So through branding efforts, they link my service to their need. Marketing means they respond to me. They get a marketing piece, they do something, they go watch a video, they go get some information. They go look at houses, whatever the case is. So marketing is response. Branding is linking the name to the service. Does that make sense?
Beatty: [00:34:49.88] Yeah, it does. Branding I teach it as is. Is positioning in your mind. Exactly. And that’s great. I love I would add maybe one more four words to your definition branding. Is the consumer linking your name to the service they need as the perceived expert?
Stuart: [00:35:08.90] Perfect.
Beatty: [00:35:09.53] Perfect.
Stuart: [00:35:12.50] So we start with branding and a lot.
Beatty: [00:35:15.14] Of that.
Stuart: [00:35:15.86] A lot of people really kind of question some of this, but let’s just kind of go to the a lot of what we do and a lot of what you do. A lot of what I do was brought from outside the real estate industry. Guess what marketing principles work because people are people are people. So if you want to start a a niche and you want to brand that niche, I highly recommend that you brand the niche as the property type it is. So if you live in Kansas City and you’re going to do waterfront homes, Kansas City, waterfront homes, Kansas City, waterfront homes, etc. Now I wouldn’t do it as Baby Carmichael and I specialize in waterfront homes because now what we’re looking for is Baby Carmichael don’t you show regular houses? Don’t you do this, don’t you do that. If you Google somebody, let’s just say, and I have actually done this, I’ve got some friends who have a very high level of expertize and are very successful at this. And I Googled them and I use this as an example. I Googled owner financing homes in a certain market and what came up was Russell Johnson, Zillow, Realtor.com, the Mlss Betty Anderson. And then guess what else came up? Owner finance experts of that market. Now who do you think people might click on? Be most likely to click on Russell Johnson or owner financing experts of Austin, owner financing experts of Kansas City. Does that make sense? Yeah.
Beatty: [00:37:00.47] So you’re using the branding as also part of your marketing because that’s what they’re going to search for and that’s what is there recognizing exactly what it is.
Stuart: [00:37:11.18] Exactly, yeah. The brand, basically, it’s very easy to discern. That is what my need is. I need an owner financing expert. It’s really it’s really pretty obvious.
Beatty: [00:37:23.81] Yeah. That that is so the brand is descriptive and I think this is important. We’re not trying to create a special wow name that you know, oh, look at my name. Okay, my, it’s just very plain one acre plus for you. That’s one acre plus property properties. Okay. And very descriptive. You’re listening to the Get Sellers calling you 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 Seller’s Colin Newcomb and Select Agent Dominator from the menu. And now back to the podcast.
Stuart: [00:38:11.18] And I think that, again, as I said earlier, we tend to bring things in from outside real estate, and I think a lot of agents just don’t do that. But let’s take a look at a pretty simple example. When Toyota decided they wanted to sell luxury vehicles because it’s quite profitable. Mm hmm. Did they build an expensive Toyota for $100,000?
Beatty: [00:38:33.48] No. They changed the.
Stuart: [00:38:34.22] Name. They started. They started a new brand. Because why do consumers want a luxury vehicle? I mean, there’s there’s other reasons, but one of them is, look what I drive. Look how nice a car. Look how expensive a car I have. Well, will your friend drives a mercedes? Is it going to be impressed by your expensive Toyota? Probably not. So they started a brand new brand and it competes very well with Mercedes. But Mercedes is an example of success in niche anyway. They’re the number 12 car company in the world. You don’t hear them running around going, Hey, we’re number 12. Their number one in their niche, which is luxury automobiles, which is a pretty profitable niche in itself. So Lexus is their competitor, not Toyota. And that’s what we’re doing in this arena. We’re taking those principles and applying them in our own little world. So Kansas City Golf Course Homes is a brand. Russell Johnson is not a brand.
Beatty: [00:39:35.79] That’s very, very interesting. The. I like that because most agents want to brand their name, which makes a lot of sense, which.
Stuart: [00:39:44.20] Is fine.
Beatty: [00:39:45.02] As a general.
Stuart: [00:39:46.21] My name is branded from my general real estate business.
Beatty: [00:39:48.59] Right. But. But your niche market is branded to your niche.
Stuart: [00:39:52.57] Exactly. And it’s a separate income stream. It’s nearly a parallel business. I have a set of business cards. Beatty for Real Estate by Stewart. I have a set of business cards for my niche. I have a website for my regular real estate business. I’ve got a website for my niche. It’s virtually a parallel business.
Beatty: [00:40:12.51] That is fascinating. All right. So once we come up, so the branding is the name that we’re going to call it. And this is going to now be the persona under which everything else drives. What’s the next step after after we.
Stuart: [00:40:25.98] Do well, after effective branding, which goes from websites and business cards and thank you notes, and once you’re your branded. Now let’s talk about product knowledge. How do you gain? Expertize in your niche. And this is not an easy one for a lot of people, but the best way within my mind, without any doubt, is to go see the properties, go see the product, know exactly what it is that you’re claiming to be an expert in.
Beatty: [00:40:57.05] Can I share a story on this?
Stuart: [00:40:58.67] Sure.
Beatty: [00:40:59.48] So when you and I started your farm very creek, the first thing you did and I remember this because it was like, wow, that’s brilliant. The first thing you did is you researched all the homes that are on sale, all the sells that have been made. And then you went and visited every single home that was on the market in that farm. And it took you time. And the homeowners were really impressed because in your area you can just show up with the homeowner there, it sounds like, and that you would even consider coming out without a buyer and look at the home because you that was your niche, correct.
Stuart: [00:41:39.74] And a lot of I just have a little bit of a challenge with that because I’ve never done it. When I started in real estate, product knowledge was what it was all about. So in my niche, I see the homes that come on the market. Now the advantage I have when I go talk to a seller is I tell them I’ve seen these. Not only have I seen these, but I see I’ve seen the ones that have gone under contract. I’ve seen the ones that have closed. If you talk to another agent that has seen the homes competing with you, you’re talking to a pro because most agents don’t do that. But they couldn’t have seen the ones in the past because I can, because that’s what I do. This is my area of expertize. So I’ve seen those homes and I know apples to apples how they compare to yours. Wow. With that said, I rarely compete. The last ten listing appointments I’ve had in my niche, I’ve only had competition twice.
Beatty: [00:42:33.16] And when you had that competition, did you win it?
Stuart: [00:42:35.59] Sure did, yeah. So I’ll never be I’ll never be 100%. But it’s real hard for someone to take a listing from you when you’re an expert in your area. It would be really hard for me to go to my family practitioner and have him convince me that he should do heart surgery on me instead of a cardiologist.
Beatty: [00:42:57.99] Do you have this? So, guys listening. You’ll recognize that Stewart tracks his business really well. So out of the last 100 listing appointments, how many have you lost to a competitor? Do you have that, too?
Stuart: [00:43:15.81] And you know what? They both were.
Beatty: [00:43:17.77] Right.
Stuart: [00:43:19.99] Either the husband or wife wasn’t there.
Beatty: [00:43:22.74] Very interesting.
Stuart: [00:43:24.06] So I know for a fact if I can get the husband and wife both there. There’s a very good chance I’m going to walk out. See, most people actually call me knowing they’re going to listen with me. Vast majority. And the mindset. And this is again, let me go back to the psychology of the niche. And here’s the reason I know this is because I ask Sellers. And one thing I would highly encourage you to do is become very inquisitive. Ask sellers questions. Do you mind me asking why you call me in the first place? Do you mind me asking me what prompted you? Well, your marketing. What? Was there something in my marketing that really caught you? Well, all of it. Yeah, but was there something that kind of made you think, gosh, this kind of we really got to talk to this guy, but so ask questions. And what I found out is over the years, what people will do is they’ll call me thinking, we’re going to call in this so called expert. And if he is what he says he is, we’re going to go in hiring. If we don’t like him, then we’re going to call the next agent. But if he is what he says he is or woody markets and what the claims are, why wouldn’t we hire him? So that’s kind of their attitude with an expert. So if you’re an expert in golf course, homes, homes on the golf course and you get a call for someone to come out, they’re probably going to talk to you as the expert. And if they don’t like it, then they might go to the next person. But you’re going to be the only person. A lot of times when you’re when you market well within your niche.
Beatty: [00:44:52.80] Very fascinating. I’ve got to bring up one story. So I released one of our mastermind calls that we did in 2013, 2013, 24.
Stuart: [00:45:02.91] We knew each other then.
Beatty: [00:45:04.26] Yeah. Yeah. Really? We met. We met in 2012. And. And you said, Hey, baby, why don’t we do a one hour mastermind call every month for your people? I’d love just to show up and and we can talk. And so I would interview you and take copious notes. And that’s how I jumped in with how do you adjust marketing specifically for real estate? But I asked you this same question. Out of the last hundred listing appointments you had, how many did you lose to a competitor? And you said, well, up until yesterday it was two, but there was a real unique circumstance on that one day and now it was three. So your numbers haven’t changed. It’s always about two. I love.
Stuart: [00:45:47.70] It. It’s about that. Yeah.
Beatty: [00:45:50.53] All right. So expertize in your niche. What else did we do? So expertize got again, the product knowledge. You go visit the homes on the market. What else do you do to get expertize?
Stuart: [00:46:00.42] You gain the expertize by seeing the product and knowing because pictures and videos just can’t tell you the whole story. You know how many homes I’ve been to where the photographer just didn’t quite get the angle of the area of the patio that was falling off. I mean, you really got to know what is going on with with the homes so that you can converse intelligently with a seller or a buyer about a home. So knowing the product and I’ll also add this when you walk into a listing appointment to talk to a seller and you have seen the homes, your level of confidence is just skyrocketed compared to if you haven’t tried it and trust me, you’ll, you’ll see what I’m talking about.
Beatty: [00:46:40.08] I remember. I hate to interrupt, but I got to tell the story back at Berry Creek. Okay. For those who don’t know. So Barry Creek’s 980 homes, plus or minus, and Stewart had never marketed there. There are two top agents who basically dominated it. Okay, two, three, three. And in your first seven months, you picked up you had 14 listing appointments. Your first year, you you smoked the number one agent. But the one thing that happened as you were relaying this to me is as you talk to these people, they were so impressed. And you were you would explain how their home compare to other homes that are all sell on the market. And you’re the only agent they really talk to that really knew that market and it just blew their mind.
Stuart: [00:47:30.24] Yeah. When you delve into it and share with them things that are meaningful to them, I mean, I rarely I’m not perfect. I will. I have an overpriced listing now and then. Sure. But here’s how not to have an overpriced listing. Know your product. You know exactly how it compares to the other homes so that you can nearly walk into a home and know about what it’s going to sell for. But you still have to do your homework and show the sellers exactly what’s going on there. So in addition to product knowledge, you’ve got what I call market knowledge. How does my niche compare? So my niche when I started it had an average marketing time of nearly 50% more than the overall market. So why would I choose a niche like that? Well, because the turnover rate was very good and because it was very consistent. So I figured if I could get my foot in the door, I could continue to make headway into increasing my market share. So when I would walk in and do a listing presentation and they were like, Oh, the market’s so good, you’re going to have a sold. Two weeks I would be able to share with them. The average marketing time is extraordinary in the overall market. However, in our area, your home, the average marketing time is 109 days.
Stuart: [00:48:48.94] So yes, we’re going to we’re going to get you so much faster than typical in most cases. But you’ve got to understand where your market lasts. So my understanding of the market was also also played a big role in those sellers trusting me. What’s the average marketing time? What’s the list to sell ratio? What’s the big what’s the biggest motivation for buyers to buy that type of home? So understanding the market and what they’re dealing with was was very important as well. So product knowledge, market knowledge and then I call ancillary knowledge. I mean, I know a lot about septic tanks more than you’d want to know, I assure you, in wells and things that affect my market, someone that one of my agents that works the condo market saved a deal because she understood how the condos budget had a lot of insurance versus I forgot what the other category was kind of like petty cash and the lender didn’t want to accept their budget. And she had a letter written to explain how that budget was arranged and got the closing done. Well, that was her level of expertize. She delved into it more than the typical agent would have just probably lost that deal.
Beatty: [00:50:04.57] That is really, you know. So I teach a lot that homeowners choose you when they trust your expertize. And how do you demonstrate that expertize? And that’s what you’re talking about. When you visit with these homeowners, you start talking, this is rolls off your tongue. It’s just second nature to you. They realize, you know, their niche, right? And someone else doesn’t, and that’s the risk. So now they choose you.
Stuart: [00:50:31.39] I was fortunate to have taken a very nice listing, one of my one of my most expensive listings this year because the seller emailed me. They interviewed four agents, one of the rare occasions where I have competition. And they said, you know, we’ve had these other agents tell us this and this. So I responded and I said, I tend to be blunt, so let me apologize for that in advance. But their responses have to do with typical marketing. You’re on 3.9 acres. It doesn’t apply because of this and that and the other. And here’s what we would do to increase the impact because of the type of home you have. And he responded and said, hey, I appreciate your forthright, straightforward answers and we want to hire you.
Beatty: [00:51:18.21] I love it.
Stuart: [00:51:19.14] And it had to do with my expertize and understanding of that and the fact that those typical agents weren’t giving bad answers. They were just giving general answers that were far less impactful to him as an owner of the type of home that I have an expertize in.
Beatty: [00:51:38.43] I have to I remember back in the old computer days, you remember when you kind of pound on the computer and head start working again. So I think I think this is probably a true story, but one the great big old IBM corporate computers, it was one working. So they called in this expert and he came in and he looked at it and he hit it. And this one spot, it turned right back on and everything worked. So he gave an invoice for $10,000. You know, this is back in the seventies. And the guy, you know, $10,000 for what? For 60 seconds, you know, for hitting the computer. So he rewrote the invoice, you know, like $10 for hitting it and, you know, 9994 knowing where to hit and how hard. So it’s that expertize. It really does make an impact.
Stuart: [00:52:24.06] That’s great. That’s a great story. I think that is true, too.
Beatty: [00:52:28.62] I think so. All right. So what’s next? We got picking a niche branding expertize in your niche. Then what?
Stuart: [00:52:37.47] So now we’re going to talk about actually going into the marketing area.
Beatty: [00:52:40.65] Okay.
Stuart: [00:52:41.31] And marketing, again, is getting response or getting the consumer to do something. And what we chose to have them do was to go online and watch a video, short video, and we have lots and lots of them up, but our market would send them and our feeling was they’d get to know a little bit about what we do, who we are. And when I say we, it’s really me and my assistant and get a feel for what kind of service I provide, what my philosophy is, etc., etc.. So we just started sending out marketing cards, but we did it in a very and to some people and I remember when, when I started that, that farm in Berry Creek in the way I did the cards was a little bit seemed convoluted to someone who didn’t recognize what was going on. But in that farm I would send the general mailing and then I would send some small targeted mailings, but I would rotate the small targeted mailings so that everybody in the farm eventually got right. So I had another database in that farm, which I call past expired. So anyone who had taken their home off the market without selling, expired, withdrawn, whatever your MLRS categorizes it. So we went back many years and pulled all of those and we cleaned it to make sure they’d never relisted their home. And so we had that list, and here’s how powerful that list is. And it works the same in niches in very creek. The year when you were talking about when I got 14 listings, seven of those listings came from a list of 71 passed expires. Wow. Seven came from the other 800 people.
Beatty: [00:54:25.14] Wow.
Stuart: [00:54:25.92] So that’s how powerful that. So in the niche, what we do is we develop the general mailing database and then we clean up all the plastic spots from the niche because that’s a list of people who at one time wanted to sell their home and failed at it. So who would respond to an expert more than someone who had experienced the failure of a generalist? Does that make sense? That makes so we didn’t point out that it was a failure. We just point out because we are an expert, here are the things that you’ll want to pay attention to. So that general database and then the expired database. Now, here’s the next one out of town owners within your niche. So anyone who lives in Orlando and owns a condo in Kansas City, that’s going to be someone on your out of town owner list. Now, it’s not expensive because your general database is going to be a once a month mailing at first. And then we actually have extended it out to every six or seven weeks because we’ve got such a strong foot in the door and they still think they get it every week. Right. I’ll get a call. We get a card from you every week. Well, I’ll go check. And they’ve only gotten one every six weeks for the past six months. But anyway, so then let’s just say that let’s just use 1000. You’ll probably have 100 passed expired from the past 3 to 5 years. And that’s a very affordable mailing. And we do that every other month. So we have a process of who do you market to when and how? And so that process we’ve kind of improved and adapted and and worked on over the years. And we have three databases within the database that really create a very powerful presence for us.
Beatty: [00:56:21.37] That’s really interesting. Three databases within the database. I never. I’m impressed, but that makes a lot of sense.
Stuart: [00:56:31.38] Well, you’ve got the general database plus three other ones. And the third one I’m talking about is what I call a targeted database. So I’ll tell you what my my targeted database is, is all homes in my niche with senior exemptions.
Beatty: [00:56:44.40] With what type of exceptions?
Stuart: [00:56:45.88] Senior tax exemptions.
Beatty: [00:56:47.56] Okay.
Stuart: [00:56:48.57] So it could be and that might be something different. For example, I’m very Greek. It had nothing to do with tax exemptions. It had to do with the best selling type of property. So we identified the best selling type of property in there, and then we identified the properties and did a separate mailing on that. And I think that was about 60 or 70 people. So we had the major database and then we had three databases within that database. But they each got different means. In other words, the expired got a mailing that was pertinent to and spoke to someone whose home had expired. The targeted one got a mailing that spoke to them in the type of property they owned out of town owner services that would be compelling to someone who didn’t live in the same market. But they were all branded as experts in the niche. So all of those people think about the expired. Out of town owners, the target people, they get our general mailing, but then they get another one specifically designed for them.
Beatty: [00:57:53.17] That’s brilliant. Yeah, I totally see it. That’s really brilliant.
Stuart: [00:58:01.11] Well, thank you.
Beatty: [00:58:01.86] Yeah, I mean, I’m over here. I’m sorry. You guys are listening. I’m processing said now. How can we execute on something like that?
Stuart: [00:58:09.85] Well, that’s definitely a process in place.
Beatty: [00:58:11.58] Yeah, that’s definitely a processing phase. Okay, let me think this one through, but that is brilliant. And I say, why? Because. Because most of the marketing anyway is kind of what I call the general thrust of that niche. But now you have a micro niche that every now and then you send them another marketing piece that focuses on their micro issue, and now you become the expert for them as that micro niche.
Stuart: [00:58:36.09] Exactly.
Beatty: [00:58:37.44] That. I really like that.
Stuart: [00:58:40.38] Well, you’ve heard of in this isn’t really a great topic, but in every industry there’s a there are specialties in the legal industry that are specialty as well. And divorce lawyers, a specialty, right. Where you see the commercials on the company that not only are they have they specialize in as a divorce lawyer, but only for men. So they’ve taken that niche and drill down even farther.
Beatty: [00:59:04.80] Very interesting. I want to ask a question on those short videos. Do you find that the people in the niche because they know they’re in a niche? Well, they actually watch more of those videos to educate themselves about you than someone in kind of the general market.
Stuart: [00:59:21.93] No doubt. As a matter of fact, it’s very rare that I go to an appointment where they haven’t watched multiple videos and understand who we are and what we do.
Beatty: [00:59:31.17] And are these videos descriptive in turn? Give me just kind of a short flavor where.
Stuart: [00:59:38.16] The most watched ones are usually stats. So so I’ll give you an example. A good headline would be the truth about whatever market you’re in and what really happened in 2021. So they kind of go, what happened? I mean, we know what we think happened, but what happened? But we’ll answer your question form that they don’t get anywhere else. In other words, in your market. You’d think all the homes went over asking price. That’s what everybody thinks. Every single home went over asking price. But guess what? In some areas, only 47% go over asking price in your area. 81% went over asking price. Now, here’s the average. A lot of people ask, how much over asking are they going? Well, here’s the low and here’s the high and here’s the average. But the bulk of them seem to be in this range. So we answer some questions for them that they don’t get answered. You can’t go on the Mlss stats and find it or Zillow or someplace like that. We’re providing information and actually it’s a headline information about niche that you can’t get anywhere else.
Beatty: [01:00:39.86] You know, for hopefully our listeners did not miss what just happened. You have a powerful headline that creates curiosity, that makes someone want to go watch that video and then Stuart knows the stats. And by knowing the stats and what’s going on and where, it’s just reinforcing that you’re the expert. What an amazing confidence builder.
Stuart: [01:01:05.70] Yeah. And the videos themselves are the kind of get to know. I mean, they see just what you and I are seeing from each other right now. Your videos, really, I’ve seen many of them show who you are and and give me a good feel for what kind of person you would be to deal with. And that’s what the videos do for us. I’ve got so many agents that I’ve finally gotten past the threshold of being concerned or scared or nervous about making a video, and I’ll have somebody from my program send me a video going, I know it’s awful. I know it’s terrible. And going, Are you kidding? Those are better than mine. But some people just really have kind of that that nervousness about going on camera and you don’t actually have to go on camera. It’s better if you do, but people can actually get a good idea about you from your voice if you do a voice over. But we teach both of those type of videos or voice over or being on camera, both of them.
Beatty: [01:01:56.76] So let me ask you. So we’re in marketing and I don’t want to go because we’re running out of time. Okay. Is there much more because I want to direct people how to you got a book out on niche marketing. I know you do a training course for those who are interested. You’re still a full production on your own. Besides marketing, what else is there? Do anything we cover.
Stuart: [01:02:21.22] Yeah, you got into marketing and now it’s it’s simple follow up. So marketing, we talk about who and how and the how. There’s really the process that we prefer is marketing piece and that could be a Facebook ad, it could be a postcard marketing piece to landing page with video and then send them to another site. And if we can get them to engage in sign up and we follow up with them by email and or text. So who do you market to and how do you market and how do you market is is really that’s the fun part for most people.
Beatty: [01:03:00.63] Very good. I’m looking away from cameras. I’m taking notes. I’m doing my market research right now. Oh, that’s right. So in English, if you take an English class and you lift something from someone else’s stuff that’s called plagiarism in marketing is called research. I’m doing research. All right. So tell me about your book, because I’ve actually got your book. It’s fabulous. But if someone is interested in in niche marketing, how can they learn more about niche marketing and start to succeed?
Stuart: [01:03:38.17] Well, you can basically what the book does, it’s 16 chapters and it really goes through what we just went over, but it goes through it in great detail. So bottom line is that you’re going to get some guidance and information that you wouldn’t have gotten otherwise. So the book takes you through those steps and you can get it on Amazon. And in the book is a a website that you can go to to get essential. And yes, we do sell them, but they’re a very good price and they’re very good value. But when you when you buy the book, there’s a website in there where you can go buy the essential tools that you need. And if you don’t have a pre listing package, if you do great, you don’t have to use the ones that that we offer, just use one. But when you adapt it for the niche, it creates again a presence of expertize. If you have a pre list package, a listing presentation that’s geared toward the niche and a buyer package geared toward the niche. So you have those three essential tools and we then offer a one on one call with me. No cost, no charge. Anyone who buys the book and buys those tools, I figure that’s a commitment. I’m going to give you a 30 minute free consultation call. I call it to get up, get on the right track call, and I’ll spend 30 minutes answering any questions you have about getting your niche started.
Beatty: [01:05:08.98] So let me ask you, how much is the book?
Stuart: [01:05:12.43] I don’t know if a lot of people are going to be able to afford it. It’s 999.
Beatty: [01:05:16.24] Okay. So so as you’re looking, I’ve got I’ve got the book up here. It’s called Niche Marketing Blueprint by Stuart Sutton. And you can get at Amazon for 9.95. So let me see if I’ve got this right for $9.95, I can buy 30 minutes of your time and all of the expertize in your book I can never afford. I mean, you earned what?
Stuart: [01:05:41.95] Well, let me step back. What happens is there’s there’s a website in the.
Beatty: [01:05:45.67] Book.
Stuart: [01:05:46.57] On one of the pages, and it basically tells you where to go. And when you go there, you see what we call the essential tools. Now, when we sell those individually, it’s close to $500. But we offer them for $97 for all the tools. So the book, The Essential Tools, and then you get a free call with me.
Beatty: [01:06:12.50] That’s amazing. That’s the cheapest way to get into a niche and to get in a niche with someone who knows it. You know.
Stuart: [01:06:19.16] You’ve made me think I might I might back off and just let anyone who’s bought the book have a call with me. But I’m not sure how how that would go as far as time management. But again, I just figured if you buy the book and you buy the essential tools, you’ve invested basically $108. Yeah, I’m willing to give you some guidance because you’re willing to make that commitment.
Beatty: [01:06:42.89] And and guys take Stewart up on this. You know, Stewart is he is my very top friend in the real estate world, very close friend of the top otherwise. But the one thing I’ve loved about Stewart is he loves to share. He doesn’t hold anything back. He’s not doing any of that. This isn’t a money game. See how many books he can make? You don’t make money off of it. $9.95 cent book. So I trust me. I know that. But let me encourage you, if this holds interest, if you want to three times minimum more business for the same effort, that still blows my mind if you want that this niche stuff is the way to go and very powerful. And Stewart, I really have to say, I don’t know anyone who understands niche better than you. I work with a lot of clients who do niches, but one who understands it and consistently outperforms every niche that you’ve touched, at least the ones that I’m aware of. I’m just really impressed and.
Stuart: [01:07:46.07] Well, thank you. It’s very nice.
Beatty: [01:07:47.06] Your book is fabulous. I’ve gone through it.
Stuart: [01:07:49.25] Yeah, that’s very nice of you. So before we let you go, I appreciate the chance to visit with you.
Beatty: [01:07:55.07] Yeah, I appreciate it. Before we wrap up this call, is there anything you would like to share final with our listeners?
Stuart: [01:08:04.12] Well, you kind of put me on the spot, but I would say very simply, the book is it really is going to help you even if you don’t start a niche. Now, I hate to say that, and here’s my subliminal voice. Start a niche. Start a niche.
Beatty: [01:08:19.48] Started it.
Stuart: [01:08:20.17] But if you don’t start a niche, you’re going to learn some principles in that book that are going to help you with your real estate business, period. So it will be worth every moment you invest in it either way. And I can also tell you, if you’re already a customer of guest sellers calling you, you know that that process is effective and it works. And using that process when you start a niche really is a strong consideration because having somebody actually fill that role for you at an affordable price can really help you get your feet on the ground as far as that is concerned. And if you want to start it, start doing the marketing yourself in the future, you certainly can. But sometimes just having a little help in that arena can can get you going faster.
Beatty: [01:09:11.77] It really is. And this will show how close Stewart and I are. Stewart knows me as Beatty Carmichael the brand agent dominator or get sellers calling you sometimes.
Stuart: [01:09:21.79] For a listing.
Beatty: [01:09:22.30] Grabber or listing driver. That’s right. That’s what it was when we first did it.
Stuart: [01:09:25.45] The first one, yeah.
Beatty: [01:09:26.44] So we’re actually going to bring out the listing graphic cards because they still have a great spot and we have clients still using them, making lots of money from it.
Stuart: [01:09:34.09] So they were good. They got.
Beatty: [01:09:36.34] Me. Yes, they certainly did. Well, everyone, we’re going to wrap up. This is at the top of the hour or a little bit over. And hopefully you’ve taken a lot of notes. Let me encourage you. Go back and re listen to this and take notes, start executing on this and buy the book and put your business in overdrive. So, Stuart, thank you so much. Again, this has been just an absolute pleasure. And and as always, you have blown my mind again. And so now I’m going to focus on how can we get more niches for our clients at three times. So that’s.
Stuart: [01:10:07.48] Awesome. Thank you.
Beatty: [01:10:08.95] All right, you guys be blessed. 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 EW.com and Select Agent Dominator from the menu. Thanks for listening to the Get Sellers calling you podcast and have a great day.