We have figured out the formula at Agent Leads University!
This post is dedicated to explaining of the easiest way to help realtors and anyone in the real estate business, mortgage brokers, and real estate agents understand what it takes to not get swept away by the big boys, the Zillows, the Realtor.coms, the Trulias, everyone who is innovating and has really deep pockets and are trying to get rid of you.
I watched a movie recently. I think it was Logan. This is part of the Marvel Wolverines series, or I guess X-Men. In the movie they had the self-driving diesel trucks going down the highway at 80 miles an hour. I just thought we're not too far away from that in our own real estate industry. Zillow is rolling out their whole thing and they're trying to literally remove the agent from the conversation. Now, I'm just thinking, gosh you look back, you look at Blockbuster Video and how Netflix took them out, you look at the industry as a whole, you look at technology and I just see so many real estate agents who are unwilling to embrace the fact that the internet has sped the game up so fast that attracting attention is the only thing that matters. Being able to attract traffic, build the list and convert sales utilizing social media marketing is what it is all about. I cannot tell you how important it is for you to have that skill with you or on your team.
The 1-1-1 Formula
Some people think that they have that skill, but they actually just don't. It's usually because they're not utilizing what's in their hand literally the right way. The 1-1-1 formula, to keep it simple in your brain, but also applicable and actionable is that you've got to have at least one skill, you've got to have at least one platform or tool that you use and you've got to have at least one framework or funnel from a semantic standpoint. You've got to have one skill. You've got to be able to sell, people. You've got to know how to persuade someone into taking action. You've got to have at least one platform. I'm telling you today the gold rush for the next 18 to 24 months, the new television, the new billboard, the new direct mail, the new cold call, the new attention grabber is Facebook marketing, but you've got to know how to do it. You can't just throw something up and expect everyone to show up and beat down your door for your product or your service or your offer. You must play by Facebook's rules. As a matter of fact, it's more like Excalibur, the great sword. It's an awesome tool, but you've got to know how to sword fight.
The 1-1-1 formula is what we specialize in. Lastly, you've got to have the right framework, right audience, right message, right process and you've got to know how to distribute that effectively to your market, not to your friends and family, not to your referral network, but this is the cold market that you're turning into warm market so that you can have a database full of people who know, who know your brand and you can turn them into buyers and sellers, people who you put under contract, people who you list.
Harness the 1-1-1 formula
If you are not utilizing the Agent Leads University Facebook Blueprint, and I'm talking about we have a blueprint training center that is full of done-for-you, done-with-you and proven copy and proven ad formulas and the roadmap, if you will.
Secondly, we have a world class support center that we answer all your questions in. You will be taken care of. If you have a question, we have at least two or three people who can answer it at any given time. I do monthly coaching calls similar to this, but more tactical and more applicable and more pragmatic for you in your position using the Facebook formula that we give you in Agent Leads University.
Lastly, we give you an entire complimentary access to our automated email marketing system, lead notification system and all the email copy you need to nurture the long game, to get the leads that don't close in the short term, but they will in the long term to keep them in your boat for your business. If you haven't signed up or if you want a special scholarship, a special enrollment with some really cool benefits, you need to talk to me or my team.
Go to agentleads.co, not com, agentleads.co/breakthrough. Sign up for a call, let's talk and let us help you go across the finish line and not get left behind in this gold rush on Facebook.
This is the Way
Facebook is the way over the next 18 to 24 months that you can dominate and go to the next income level, go to the next income bracket. Hey, maybe you're a team leader or a broker and you just need to make sure your team is never sitting on their hands. This is the moment where we can help you make sure that the promise you made to them to send them leads, that you can finally fulfill that promise because I'm telling you whatever zip code, whatever market that you want to do that you want to run advertising in and you want to do it efficiently, cost effectively and get ROI, Facebook advertising is the way. The 1-1-1 formula, skill, platform, funnel or framework, that's the way you win in a day and age where Zillow has a lot of the home buyer's and seller's attention out there. Facebook has everyone's attention, infinitely more than Zillow.
Give us a call!
Go to agentleads.co/breakthrough. Can't wait to hear from you. Can't wait to have you on the Agent Leads University roster. See you.
Book your Free Agent Leads University Breakthrough Call here.
This post revolves around three different kinds of marketing, specifically in real estate. It's important for you to embrace these because it's kind of like embracing different kinds of weather. It's like that kind of weather is happening, there's nothing I can do about it, so I really need to just understand how to prepare for it, how to weather the storm, or how to endure it, or go with the flow and use the momentum of that particular kind of marketing so that you can win.
Agent Leads University: Referral Marketing
Depending on the kind of marketing you're doing, if you're utilizing Facebook advertising, that's one of those marketing styles I'm about to talk to you about. There are three kinds. Number one, you have what I call network based marketing or referral marketing. Sometimes that can happen on a larger level, but you might know this as referral marketing or warm market marketing or getting people who already know you or second degree relationships, third degree relationships, kind of that local word of mouth marketing.
There's a lot of ROI there but it's very small scale. You can't scale your income and your revenue that way. You'll pretty much always be stuck at $75,000, $85,000 a year if you get to that spot using just referral marketing. I mean there's obviously the top 5% of agents who use referral marketing who earn more than that, but I'm just saying on average the US realtor is going to cap out, there's a glass ceiling on referral based marketing.
Agent Leads University: Search Marketing
Then you have search marketing. Now the thing about referral and search is that they both have intent. Intent is a massive psychological power that you can bend and use to your will and in your favor. You just don't get to create intent. That's probably the biggest lesson of this coaching call, you don't get to originate the intent. You simply try to bend it and defer it and utilize it and control it to your will. It's kind of like Star Wars and the Force, just using the Force, using the intent of others so that you can be there when they're ready to buy or sell a home.
What is Search Intent?
Search intent is when I go to Google and type in homes for sale in Dallas, Texas, homes for sale in Kauai, homes for sale in Portland, Oregon, and I have that search intent. I've already prospected myself. I've already warmed myself up. I've already gone to the keyboard several times and now I'm searching for the keywords that represent the words in my brain. That's called search intent. You being a real estate agent can market in the search intent realm.
The problem with that is that for example using Google ... Or the limitation, is not necessarily a problem, the limitation is that it's more scalable than referral marketing but it still has a limit because only a certain number of people are going to search that keyword phrase each month, whatever key phrase you're targeting or you're wanting to be first in line for. But if some one's, if 800 people a month are searching homes for sale in Denver, Colorado, or whatever that might be for you, then if you're standing in line, if you're the ad that pops up, hey, that's great, you actually ... Those ads have really good ROI.
The difference is Google is an auction, just like everything else, and there's only a few places at the top and a few places at the bottom that those ads can show up. And you're competing with the deep pockets of Zillow and realtor.com and all the other big platforms who are leveraging and basically siphoning that search intent traffic into their world so that they can monetize that through Zillow contracts.
If you ever wanted to know how Zillow makes their money it's because they're just basically holding hostage the traffic and the eyeballs, the impressions that they are garnering through Google, bottom line. If you ever just want to be really smart and beat Zillow at their own game, outbid them on a keyword auction using Google AdWords. At the same time though it still has a limit to scalability and you're going to have to leverage a lot of spend in order to compete with them in search intent.
Even when I go to Zillow, even if you have a Zillow contract, and give them credit, they took over the hearts and minds of the people of this country and now most people will start their online search with their Zillow app on their phone, they're driving around on a weekend afternoon. Zillow then obviously has the contracts and premier agents and stuff like that, and they're, again, siphoning that traffic or that lead generation and volume over to their contracted members.
Agent Leads University: Disruption Marketing
Then you have Facebook advertising that is found in the disruptive market. You've got referral based marketing, you got search intent marketing, and you've got disruption marketing. Now disruption marketing is you running out into the middle of the street when someone's passing by and waving your hands at them. They didn't go to Facebook looking for a home necessarily. But their demographic, their geographic, their targeted attributes that you can access only through Facebook's power editor of Facebook ads manager makes them very close to the pin and possibly in the ball park of needing a home, likely to sell, things like that. That's the power of Facebook.
So you're doing two things at once with disruption marketing. This is why I love it so much and why so many people have so much success doing this, is that it's far less expensive than Zillow leads and Google AdWords, it's far more scalable than referral marketing because only people who are your mom and daddy and your cousins and friends at work and friends of friends are the people that know about you, and again, that at some point runs out. Referral with disruption marketing layered on top of it, that is the secret sauce because with disruption marketing like Facebook and Instagram even, you're building your brand as well.
Moving to a Warm Lead
You may have been running your ads for 10 days, 7 days, 5 days, 30 days, 365 days. You can also be retargeting the people who've been clicking, sharing, liking, watching your ad, and they're actually now warmer than they were cold. If you missed a previous coaching call that I did, I talked about cold traffic and warm traffic and hot traffic. Well Facebook traffic, when you first introduce your ads and your campaigns, it's cold traffic, they don't know who you are, and that's great because you can only scale and build larger businesses off of cold traffic. Then once you show your ad and you interact with them and maybe even generate a lead, you move them into warmer waters. It doesn't mean they're ready to sign a contract with you. It doesn't mean that they have a listing agreement in their hands. It means that they represent a far warmer prospect than you had before you launched your Facebook ad and far less expensive.
Guess what? Now you have the law of large numbers that you're leveraging rather than waiting on a referral lead or a search intent lead that is a lay down lead is what you're probably hoping and wishing for, but at the end of the day it's lay down leads are few and far between. If you've been in the industry a long time, there was an era in which you received lay down leads, and that era unfortunately is over. If you are in the modern age of real estate agency, you understand that disruption marketing has to happen because the world and our country and our culture is on social media. They're on Facebook and Instagram more than they are searching for certain keywords per month. They are on social media more so than they know people who know you that's going to make them want to call you as a referral.
Ultimately you have to master the art of disruptive marketing and stay in it for the long game and have awesome patience because it's not a silver bullet, it's not a rainbow chasing gimmick, it's something that's going to build your brand and make you more recognizable so that when your ad shows up for the fifth time, the sixth time, the seventh time, the eighth time, the 12th time, you've got people's eyeballs. In any kind of marketing, follow up marketing or even traditional broadcast media, people don't even start paying attention to you that matter until like the eighth time. The eighth time they see your ad.
So you've got to understand that you got to play the law of large numbers and you've got to fish in the deeper sea in the ocean where the fish have no idea who you are. If you're the fisherman, you don't need to be fishing in the gold fish bowl, which is the referral marketing, and then the search intent bowl is more like the pond or the lake. The ocean where the fish are or the whales are with the big fish with the most fish and the most growth capacity is in disruption marketing. That's a huge thing.
It doesn't mean that any of them necessarily need to be axed or removed from your strategy. As a matter of fact, I would be super impressed with any agent that's leveraging both or two of the three marketing strategies or types of marketing that I just laid out. I'd be super impressed if you are doing two of those at capacity. If you're doing all three of those at capacity, you probably are way ahead of me and already understand the point of my video, which is this: You have to understand and set your expectations correctly around the kind of marketing that you're doing, and you have to understand why you're doing the kind of marketing that you're doing.
Disruption marketing has a long term brand and lead generation value where you can grow your business larger than ever. Search intent is a great place if you have deep pockets to compete with Zillow and the other big spenders per click on a Google ad. And referral marketing is great low hanging fruit, take them when you can get them, but don't sit around and wait on them or you'll find yourself in a painful position and your GCI is not going to be wherever it needs to be.
Hope this was helpful. Hope it is informative. Comment below if you have any questions and good luck! If you want more answers AND leads schedule your free consultation call with us!
Book your Free Agent Leads University Breakthrough Call here.
My hopes for what I'm about to say, is that it changes the way you do business. I know that you're not looking to change things all the time, right? But this is really important. I don't really want to change any major habits. I don't want to really change. It has to do with what you're in love with when it comes to your business and what you think is most important in your real estate sales business because I have an alternative view to what the industry and the world will tell you what is most important and what you should be concentrating on the most.
Agent Leads University: What We Want You to Know
There's a lot of stuff out there. There's a lot of different things that you could be focusing on, right? There's customer service and hustle that people want you to view as most important. But here's the point of this post. The real estate agent role, the realtor, the broker, the agent role is an entrepreneurial endeavor. It is a career, a profession and a craft that exists so that individuals can control their own destiny to a certain extent. Especially from a time and a freedom and an income standpoint, but that one thing to remember is that income buys time and space, right? So we want to increase our income, want to increase our revenue because we have more time and space to do what we want to do.
HERE IT IS: Your business is not showing houses. Your business is not listing appointments. Your business is not happy customers, happy clients. Your business is the marketing and sales of your business. The thing is not the business. The marketing and sales of your real estate sales business is your business. Don't get that confused with your understanding or your knowledge of the market. Don't get confused with trying to keep up with the technologies of the day. Don't get that confused with relationships with clients.The only thing that matters is the marketing and sales aspect of your business because the most important asset in business is distribution.
Keep your Priorities Straight
The only thing that should be the number one priority is your lead generation and follow up sales system because those are the oxygen tank to the thing that you're doing, to being someone's surrogate in the real estate sales process, to being someone's representative, to helping someone find their dream home, to helping someone sell their home at a price and a speed in which they want to transact. None of that delivery of the product can happen if your marketing and sales isn't what you're concentrating on. I hope this statement changes or at least helps you become more effective in generating income because obviously real estate agents are entrepreneurs.
This is just a post to remind you. This is just let me pretend I'm the Majority Whip in the Senate and I'm just whipping you back into line where you need to be voting, where you need to be applying your activity.
Remember the 80/20 principle. 80% of your time should be marketing and sales of your business. If you have slipped away from that, then you're probably feeling the ramifications of that from an income perspective.
Yeah, this is a little bit of an admonishment, but just more than anything, I want to encourage you that it's okay to think sales. It's okay to think marketing. You need to be given the freedom to promote and gather and build your list. A, B, C. Attract traffic. Build the list. Convert sales. Facebook ads. Follow up systems. Text messages. Send a video text follow up. You should spend more time thinking about creative ways that you can follow up with prospects than you do how many hours you spend in the brokerage office or any of the other administrative or potentially clerical tasks that agents find themselves getting stuck in. You've got to quickly identify your $10,000 an hour role and delegate the $1,110 an hour roles.
Delegation is a massive part of the puzzle of growing your business, but delegation cannot happen if you're not thinking about the one thing that matters in your sales business, and that is the marketing of your service. You must fall in love and be passionate about pushing the dog sled of marketing in your business.
The 80/20 Principle
80% of your focus. 80% of your time. 80% of your daily planner. 80% of your weekly calendar. 80% of your monthly calendar should be sowing the fields and harvesting. Then 20% of it tying up loose ends, whatever that is, the stuff, the crap that you just find yourself slipping into, the nonproductive, non results-driven activity that eventually will just take over like kudzu. Don't let kudzu become your business. Always be out front with a machete chopping that stuff down and clearing a way for new clients to come into your business.
Thinking Outside the Box
Practically speaking, run your Facebook ads. Make sure your email marketing is in place. Do some Messenger bots. Do private message follow ups. In your follow up marketing, when you get names and email addresses coming through, go to Facebook, find their profile, and send them a private message or post on their wall something professional or fun but not spammy. Think outside the box when it comes to Facebook follow up.
Just wanted to encourage to make sure you've got your priorities in place. The number one thing, despite what anybody else is telling you, is the marketing of your real estate sales business.
Have more questions? Need more real estate leads? Do it now, go to https://agentleads.co/commissions, sign up, book a call to breakthrough session. We call it breakthrough for a very real reason, and I want you to have it!
Book your Free Agent Leads University Breakthrough Call here.
Wanted to talk real quick about something that's happening in our industry that's not talked about a whole lot and very few people in the industry have even identified, which is, well, two things. The two problems are that agents are not being equipped to do the two things they need to be able to do best. If you think back, when you went and you received your license, you went through the whole process of becoming a real estate agent, or a broker. You were basically taught not to get sued. I know that that's not a thorough conclusion of what happens, but for the most part, the emphasis is we live in a litigious world where a lot of people get their feathers ruffled and they sue you. They can sue you or the broker you worked for or aligned with.
The process of becoming a licensed real estate agent is actually not great at equipping you to do what it takes to feed your family and go to the next level as a top producer. I wanna help you make six digits. The industry average income for an agent, something like 38,000 or 39,000 dollars a year. To me, that's not okay. There's nothing wrong with that income level, I get it. But I guarantee you, it's not the reason why you became a real estate agent. You became a real estate agent for different reasons, everyone has their own reasons. You might be trying to supplement income, you might be trying to be a six or seven figure producer, you may wanna buy Maserati's, you may wanna go on great vacations, you may wanna just have more freedom and entrepreneurial flexibility in your life. And all those things are real. You may have elderly parents that you need to care for, you may need to or want to invest in real estate, you may wanna have just discretionary income that you can do whatever the heck you want.
The First Way that the Real Estate Industry is Failing You
You want freedom, time and space. In the industry, if you are one of those agents that's just relying on the industry to equip you and do what you need them to do, then I hope that you use this as a wake up call, because the industry is not gonna serve you that well. It's just not set up for your success. Now, the reason why is because it's not giving you those two things I was telling you about. Number ONE: it's not teaching you the skill of lead generation, it's not allowing you to acquire the skill or the system, ecosystem, whatever you wanna call it. I call it lead generation marketing funnels. Do you have a marketing funnel in place that works when you're asleep? The industry simply doesn't show you how to do that, when you take your 55 hour class or course, and you know that.
The Second Way the Real Estate Industry is Failing You
Number two: the industry's not setting agents up to win at the follow up game. The industry is leaving agents high and dry on the two most important things, which is lead generation and follow up execution strategy and systems. Now, there's a lot of shiny objects and widgets and technologies and CRMs out there that are aiding agents when it comes to follow up.
At the end of the day, like I said, the industry's simply not preparing you as an agent to do the two most important things in your job role. I would say that that's why we created Agent Leads University, it's why we have a team of digital marketers, it's why I wake up every morning so that we can help agents and brokers across the country predictably close more deals by spending intelligent advertising dollars on Facebook advertising.
If you're not utilizing social media to do lead generation appropriately, then you're exactly where the industry left you on the curb. If you're not using automation tools, if you're not following up five to 12 times with every single lead that comes in to your marketing funnel, your sales pipeline, you're leaving 80% of sales that you could have, listing appointments, commission checks, closing table, experiences, you're leaving them on the table. And it's not necessarily your fault, although it is your responsibility to rectify that.
"Go get em' tiger"
Don't rely on the industry to position you to win. We all know the reality is that the broker or the owner is giving you the T-shirt, giving you the signs and saying, "Go get 'em tiger." If the reality is that we live in "go get 'em tiger" industry, then you've got to equip yourself and take responsibility for your two most important things. Lead generation, follow up, okay? Lead generation, follow up.
Guys, it's a game of numbers. The law of large numbers is a very powerful thing. You can not control the numbers though if you don't know how to get attention in your farm, in your market area. If you're on a farming campaign, if you're on a crusade to form a zip code and you're not running Facebook ads intelligently with proven ad copy messaging, if you don't know how to get your message into your marketplace, then there's no way that you're getting the attention necessary and there's no way you're able to get more commission checks.
See, this is an egg before the chicken industry. You have to generate leads, you have to turn them into prospects, you have to take prospects and turn them into clients, customers, listings, buyers, whatever it is, whatever your strategy is.
Agent Leads University: How We Can Help!
Please, please, please don't let the industry leave you handcuffed, handicapped on the curbside, and you're just waiting on the lay down leads to show up and hand you their listing appointment, to hand you the keys to their house and signing a buyer's agency agreement. It's just not gonna do that, you have to acquire these two things, leads and a follow up system. If you're watching this video still, would love to partner with you, that's what we do at Agent Leads University. We equip you to do the two most important things a real estate agent needs to do that the industry is not equipping them to do. If you need more leads, go to agentleads.co/commissions. If you've never talked to me on the phone, if you've never signed up for a breakthrough strategy call with us, please do that, because there's a simple framework. There is a simple framework that is going to give you success if you're willing to execute it.
There's no silver bullets in this industry. There's no one who's gonna do it for you better than you can do it. Now, if you're watching this, and you're doing six figures or seven figures and you've got 10, 15, 25 agents on your team, then maybe you need someone to do it for you and we can talk about that as well. But for the vast majority of the people watching this, it's time for you to buckle up and acquire two of the most important skills on the planet. Lead generation and follow up.
Do it now, go to https://agentleads.co/commissions, sign up, book a call to breakthrough session. We call it breakthrough for a very real reason, and I want you to have it!
Book your Free Agent Leads University Breakthrough Call here.