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Real Geeks Blog - Internet Marketing

The Best Economic Model for a Profitable Team w/ Kevin Kauffman

Written by The Professor

 

Kevin Kauffman and his business partner Fred Weaver have 25 agents on their real estate sales team in Phoenix. They sold 306 homes last year ($110 Million).

They originally set their agent splits based on what’s taught in the Millionaire RealEstate Agent book. Their bottom line, however, was only 10-20%.

After reflecting on that, they decided to actually increase their agent splits to 60/40 and70/30 (in favor of the agent), while cutting all the fixed, hard costs their agents saw as “low-value,” but in fact were very high cost to them.

Kevin says his agents are happier than ever, keeping more money, and his business is now more profitable than ever. This is a topic we wanted to dive deeply into with you!

We talk about the optimal way to pay your agents if you have a real estate team. Kevin shares how he did it, how his numbers work, and why it was the best move for their agent/team model. This is a hot topic with a lot of opinions - this is an exciting discussion!

To hear even more from Kevin:
Join Kevin's Facebook Group
Listen to Kevin's Podcast
Watch Kevin's Youtube channel for Realtors

How to Align with iBuyers to Generate Seller Leads w/ Dan Noma

Written by The Professor

On this week's episode of Keeping it Real Dan Noma shares how he created EasyStreetOffers.com to help homeowners know all their options when selling their home. 

It's working - he sold 1,800 homes last year with this simple message in hyper-competitive Phoenix, which is ground zero for all the iBuyer disruption.

Dan uses direct mail, Facebook, TV, and phone calls to let homeowners in Scottsdale know he has multiple buyers ready to go for their home. 

When homeowners call to learn more, he asks them to send in photos of their home (or an agent goes on an initial discovery meeting to get the photos), which he submits to his institutional buyer relationships for a real, actual offer right away. The offers are very competitive, not low-ball investor offers.

Now armed with those offers upfront, and an accurate CMA, his agents guide the seller on the next steps best for them (i.e. you can sell it yourself, take the instant offer, or list it with us).

Join Frank Klesitz and learn how to tweak your seller lead-generation message for the best response (get an instant offer), and how to actually help those sellers when they call from your Guaranteed Offer messaging. Dan fills you in on how to partner with institutional buyers who will make very competitive offers too, so you're honest and authentic in your message.

Taking Command Of Your Prospects And Success

Written by The Professor

 

In this Real Geeks training with Dirk Zeller included a lively discussion of the topic, “Taking Command of Your Prospects and Success.” Zeller challenged listeners to use performance metrics to help clients reimagine their image of a salesperson and book more appointments. “We need to remove that in a dynamic way to get to an appointment,” he said.

Part of the challenge is that agents need to value the appointment more by recognizing it’s worth. Zeller explained that attitude and mindset shifts when we see the appointment valued at $2500. “If you got that cash at end of appt would it change the way you act and behave?” he asked listeners. Zeller encouraged agents to track the number of interactions they have on a daily or weekly basis to drive their goals.

Using his Pyramid of Persuasion found in the workbook that accompanied this session, Zeller shared that the most effective persuasion tools were listed at the top and that its important to use those to convert more leads.

“We have to persuade more than ever before,” said Zeller as he explained that historical bias, too high of price, and a defeatist mentality cause clients to turn away from buying and selling homes in this market. He explained that historical bias is when “we feel that something is going to happen based on our previous history” and that the history of the housing crash of 2008 is shading buyer and seller thinking. “The only way to deal with it is getting face to face,” he said.

The Art of Having the Conversation

At the same time Zeller cautioned against using the wrong approach. “When you say, ‘how are you today?,’ you think you are creating rapport. You think you are creating dialogue,” Zeller said. “What they are really thinking is ‘ugh, a sales person’.”

“What is the choke point for you?” Zeller asked, pondering why agents are afraid to engage clients.He then went on to present the importance of practicing the art of conversation by listing four must haves to client conversion.

 

Zeller’s Core Four to Effective Conversion:

1. Have the right sales process.

2. Create or purchase the right system (Real Geeks).

3. Learn the right skills.

4. Use the right scripts.

Recognizing that “you're going practice one way or the other,” Zeller suggested role playing with friends, co-workers, family instead of real prospects. “I wouldn’t be practicing on prospects,” he said. “Taking command right now is really about being an authority.” As an agent, Zeller believes in educating clients and making sure to “give them steps and access that they don't have.”

Citing that a six month inventory pattern is a balanced market and that the current market needs 3-4x more inventory to balance the market, Zeller also reminded that historically real estate tends to appreciate at or above the inflation rate. These are the statistics Zeller uses to educate his clients and reduce fear of the unknown and potential inaccuracies.

Why You Should Spend 2+ Hours A Day On The Phone

Written by The Professor

In this Real Geeks Coaching episode, Greg Harrelsoon and Abe Safa of Century 21 The Harrelson Group tackle the answer to, “Why You Should Spend 2+ Hours A Day On The Phone.” As seasoned real estate agents who spend at least that amount of time daily on the phone, Safa and Harrelson are uniquely qualified to share insights on how those two hours can change your life and business. 

Simply stating, “efficiency” as the reason for spending a two-hour block on the phone, Safa expanded on the idea saying, “We can’t make any revenue without some kind of generating.” Harrelson agreed but he also brought up the importance of tracking each contact, especially if you are bringing them in through Facebook ad campaigns. Harrelson was particularly concerned about Facebook as just before going on the show, he’d discovered that Facebook had made a change that was impacting his ROI for mobile users. "When they make changes, it can change the performance of the ads,” Harrelson said. “You need to check your campaigns, if you're not getting consistent results”

Outgoing Phone Calls Are Predictable and Duplicatable

As other platforms can make changes at any time that can affect lead generation, agents need to take action on the items they can control. "You've gotta find a way to generate to have a successful business," said Safa, as he explained that real estate agents are not like a donut shop business that gets walk by traffic. He finds that picking up the phone is the perfect answer, and Harrelson agreed. "I don't know of another low cost activity that we control that's predictable and can be duplicated,” said Harrelson.

Harrelson went on to explain that the main business building concept that's missing in a lot of agents’ practice is consistency and duplication. He suggested agents recession proof their business by being predictable and duplicatable. Safa said that two hours a day of outbound calls achieves that for him.“You have total control,” said Safa. Harrelson added that if all agents all did that and tracked the numbers, call to contact ratios could be established, making the effort predictable and repeatable. “Every dollar you make, every sale you have, originated as a contact,” said Harrelson, “that’s why you call.” Harrelson suggested reviewing call ratios every 30 days through logging results. “After 90 days,” he suggested,  ‘use the last 30 days as the new baseline.” Those are your ratios, he explained.

Sharing that “right now is the perfect time to build a database,” Safa said. He encouraged all agents to take the opportunity “even if you’re getting a lot of nos right now,” build the database. He went on to say that, “Inbound calls are more expensive than outbound calls,”and further suggested that being heavy on inbound calls can be detrimental, because you need a balance of both. Safa said he gets six listings a month from inbound calls, which makes up about 40% of his sales. These lead sources are from emails, workflows, and referral services. Harrelson added that agents have to do outbound calls in order to have inbound leads. Further clarifying, Harrelson said, “Outbound is usually to build a seller database. Inbound are usually to build a buyer database.” He went one to add, "If they're all selling, then they're all going to be buying.”

Your Results Won’t Be Perfect and That’s OK

In terms of specific lead generation techniques, Harrelson suggested doing a welcome call to the new owner as they won't be on record yet so you'll be the one with them in your database. Harrelson said he worries when someone tells him, “I list 90% of appointments,” because it means too few appointments. In an analogy,Harrelson said this idea is similar to a designated hitter with a 500 average and that to him it signaled that the agent was not trying enough.

When asked how he would get started, Harrelson suggested the following: “If everyone would start calling, and add 2 evenings (M-TH), from 6-8 pm, and a Saturday, from 10am-12pm for 4 weeks straight, you'll see an increase and momentum. Then make it consistent. You need to reach the people who aren't available in the morning so you need to switch your call times.

"There is no question that that's the best time to call," said Safa, as he referenced making evening and weekend calls, "but it's also the hardest time to call."

Getting Started as a Brand-New Real Estate Agent in 2021 w/ Ashlee Nath

Written by The Professor

June’s first episode of Keeping it Real with Greg Harrelson of Century 21 The Harrelson Group and Frank Klesitz of Vyral Marketing features Ashlee Nath. Discussing, “Getting Started as a Brand-New Real Estate Agent in 2021,” you’ll hear tips on how to hit the ground running as a new agent and strategies approaching the market in a new way, even if you’ve been in real estate for decades.

Nath began her real estate career as a home stager and transitioned into becoming a transaction manager, and then determined that she could be an asset as an agent, and decided to take the test for her license through Kaplan online in three weeks. She didn’t plan to rush through, but while doing it realized that she could be learning scripts and reaching out to clients to let them know she was in school. For others that would like to get started, Nath suggested that soon-to-be agents can learn scripts, start conversations, and set up their social media. “They can start learning scripts before they have their license,” said Nath. Using Social Media as a Real Estate Agent in 2021

Nath was strategic in building her client base. She chose to start with Instagram as a lead generation tool and searched for people posting near her in Colorado Springs. She’d make comments and like their posts and start following people, and they would do the same. She would like up to 200 items per hour. “I started focusing all my time and energy on social media,” explained Nath. “I learned everything from webinars!” Nath would look at someone’s Instagram page and make sure they were a local who had posted recently and had interests similar to hers and then she would send a personal message, using their name and referencing something from their profile which sparked her interest. To her the key was that she "made it beneficial for them as well as me."

Over time, Nath learned what was good to post live vs. as a story, and found that an 80:20 ratio, with 80% of posts relating to her life as a mom and 20% of posts involving real estate was a good mix for her audience. "I want them to see I'm a human as well as a realtor," Nath said. “You were proactively recruiting and prospecting," Klesitz said,“reminding listeners that Nath “would make 50 attempts a day to reach out to people in Colorado Springs.”

According to Nath, her main message was not about real estate, it was about creating local relationships and "getting to know people in my community." And, it worked. She doesn’t spend as much time prospecting on Instagram now because she is really busy with referral business and past client repeat business.

Nath also used Facebook but does not consider it her main source of social media. She posts home listings in groups and on local buy, sell, trade pages, but only shares a price and size range rather than exact details. The reasoning is that then the viewers had to click links to her unbranded Real Geeks property landing pages which required registration before showing home photos. Once she saw the leads sign up on Real Geeks, she would engage them in conversation. She felt they were warmer leads since they were already looking at homes. This strategy alone resulted in her selling 10 homes her first year. Real Geeks Property Landing Pages Convert Easily

Nath said she used a landing page on her Real Geeks’ website and would post a short description and link the page to 5-10 local groups a day. She did not post to the same group every day, but rotated between 15 groups. Of those 15, Nath said 5 had the largest audience and better traction, but that posting to all made it more comprehensive. Klesitz noted that in doing so, Nath uses Facebook as an inbound strategy, whereas she uses Instagram as an outbound strategy. Harrelson and Klesitz were impressed as they calculated that she generated 150 free leads off Facebook where ten of those turned into deals, giving her close to 7% conversion through organic posting. Harrelson appreciated her approach in using forced registration when the leads came to her page. “They volunteered their information, now that’s a qualifier,” said Harrelson, adding that the qualifier brought conversion. Harrelson reminded that every Real Geeks user could generate leads using the property pages on social media. “Property pages have share buttons that make sharing it simple,” he said.

In addition to social media, Nath said she built her database from looking through her phone, checking who had come to her home for dinner and who she knew from volunteering at her kids’ schools. She contacted people she already knew to have more face to face “let’s go get coffee” interaction and was involved in “Mom groups” which allowed her to meet more people and grow her sphere of influence. “It’s all about keeping those relationships and nurturing those people,” Nath said. Even if they didn’t need her services, she knew, “they may know someone.”

Nath uses gifts to stay top of mind with past clients and contacts, delivering about 300 gifts each month through what she refers to as monthly pop-bys and events. She shared an example of a personalized art card + flower seeds that was sent and explained that at Thanksgiving mini bundt cakes were hand delivered by their real estate team with the message, "we're nothing bundt thankful for you."

Harrelson mentioned that she’s created a formula and that “she came across the formula naturally.” “She chose something that fit her personality style.” He described it as authentic, intentional, simple, and consistent. “She created a routine and she delivered value,” he said explaining that it works as she, “leads with the give and lets the take come in some sort of reciprocity.”

Converting More Leads Through Better Initial Questions

Written by The Professor

Dirk Zeller of Real Estate Champions guides agents through the lead generation process with “Converting More Leads Through Better Initial Questions” in this Real Geeks coaching session which breaks down what to ask from the first conversation. Zeller reminds listeners that they may never get a second chance and that they must always be taking their best shot. Zeller’s accompanying workbook provides questions, techniques, and pressure relief statements that engage customers and create connections.

How Questions Guide the Lead Conversation

Beginning with asking leads to meet for an appointment, the dialogue to determine the “base causes” of why someone wants to sell their home, move, start their home search, or even talk to a real estate professional, is essential, explains Zeller. But, it’s only the beginning. 

In order to truly connect with a buyer or seller, it’s essential to understand their motivation. “We live in a very volatile time right now,” Zeller said as he asked viewers to chat in what they felt were the best investments in an inflationary trend. Reviewing responses, he said, “Real estate is one of the best things to hold in an inflationary trend,” discussing a “worldwide appreciation explosion.” Zeller explains that sharing the big picture with potential clients and considering how that impacts them personally can be key to finding their motivation. This happens as you ask the right questions, he relates.

First, you must determine who is involved in the decision making process.

1. Who else will be involved in the final decision?
2. Whose standard do we need to meet or exceed?
3. Who else are you considering to represent you? 

Next, it’s important to discuss what a client needs.

1. What is the timeline you are trying to achieve? 
2. What else should I know about?  
3. What is the specific reason for considering a move now? 
4. What has caused this to be on the front burner now? 

The third step is to understand where a client is currently in terms of mindset.

1. Where do you want me to shift my focus to help you? 
2. Where does this fit in terms of your priorities? 

After that, calendar concerns can be addressed by asking when.

1. When do you want to be ideally moved? 
2. When do you want to start actively looking for a home? 
3. When should we meet to review your goals and marketplace opportunities? 
4. When can we meet so I can meet your deadlines? 
5. When do you want to meet to provide you with more complete information about the marketplace?

Once you know those basic answers,  it’s much easier to transition into the how and why.

1. How will moving help you and your family?
2. How will this help you achieve your long-term goals?
3. How would you like to tackle this challenge or issue? 
4. Why are you considering a change in your home at this time? 
5. Why are you feeling the time is right? 
6. Why did you start researching the marketplace at this time? 

As these questions are discussed, Zeller says agents need to also have “go-tos” that release pressure in the conversation, such as: “I can tell that I caught you off guard. Honestly was not my intention at all. I was just trying to see how I could be of value to you.”

Set the Appointment on the Initial Call By Fixing Problems

Highlighting the need to educate customers on the current market and draw the client into deeper conversation, Zeller teaches all of us about real estate in 2021. He states that the base frustration for buyers is that they cannot find something they like and or the homes are disappearing before the buyer can place an offer. Zeller suggests that agents can improve these frustrations a client feels by offering solutions. “We’ve got a great opportunity here, everyone,” Zeller says. “We’re not saying that this appointment will fix those two things that they’re feeling and experiencing. If they want to fix those, I know how to do it - that’s an appointment with you, that’s an appointment with me, that’s an appointment with a high quality agent.”

Setting a mindset of success, understanding current trends, strategies, and concepts helps agents create, grow, and develop a strategy and mindset that allows them to be consistent and assertive in attaining business. Learn techniques to bridge the conversation through watching this Real Geeks coaching session.

10 Daily Real Geeks Habits Of 50+ Producers

Written by The Professor

Uncover the ten essential productive habits of high producing Real Geeks clients, as you listen in to Abe Safa and Lindsay Colbert of Century 21 The Harrelson Group in this Facebook LIVE training. They’ve gathered the results and share the tasks and activities that show up time and time again in surveys, interviews, and testing.

The List of 10 Habits of Real Geeks High Producing Agents 

1. Establish a daily routine. For Safa this means arriving at the office at 7:30 a.m. and being on the phone by 8am. "If I get there at 7am,” he said, “I know whose car is going to be there."

2. Generate daily. Prospect 3 hours every morning, suggests Safa. In the words of Greg Harrelson, he reminded, “In order for you to blow up, you've got to show up."

3. Segment your database. Use the CRM and segments using tags or types, such as buyers or sellers. “Keep it simple,” Colbert advised. "The higher producing agents are not going to leave a stone unturned," Safa stresses as he explains the importance of the CRM.

4. Maximize leads. “As you talk to more people, the cost of the lead is reduced,” Safa explains. “Don't lead anything fall through the cracks.”

5. Use saved searches. Make sure you utilize super save searches, and assign market reports to clients.

6. Use workflows. “All workflows are in the library,” Safa explained, “so make sure you are using workflows.” You can customize them, but he added, “Whatever workflows are in your library right now are very relevant.

7. Monitor lead activity. The Real Geeks CRM provides a "Live Leaderboard" that shows how many buyers are looking for particular properties in segmented areas. Use those statistics and show them to your sellers. Share with them the number of buyers you have looking in their neighborhood, Safa suggested.

8. Aggressively follow up. “You’ll usually get an average of 4 nos before someone says a yes,” Safa explained, talking about how that makes list segmentation more important. He suggests only making manual calls on A leads (no automation), and calling daily, at different times. If the A lead goes cold, Safa will then use a work flow. Your B leads get called once a month. He said C leads are strictly automated, unless he sees activity. “I’m mostly relying on automation to see who rises to the top,” Safa shared. However he continued, "No matter how good the automation is... There's nothing better than picking up the phone and calling people.”

9. Call leads at different times of the day. “Them not picking up when you call does not mean they are not interested,” Safa said. He recommends a weekend folder for hard to reach leads. “Being able to change up your routine a little bit as far as prospecting,” Safa encouraged, “should help a lot.”

10. Always look for other business. The hardest part is getting them on the phone,” Safa said, “Maximize your conversation!”  Safa personally uses a 4 step process in seller communication. First he’ll ask if they’ve thought about selling, then he mentions that he has a ton of buyer leads in the area and asks the prospect, “Who do you know who may be selling?” His third question speaks beyond the neighborhood when he asks, “Who do you know that may be moving in or selling in another area?” Finally, Safa asks for the lead’s email and either saves a specialty super search or a market report in the CRM.

Evaluate your productivity and discover ways to improve your daily routine by tuning in to this episode focused on how to best use the Real Geeks CRM and website. 

Get Ready to Shine with Real Geeks Video Messaging

Written by The Professor

The release of Real Geeks video messaging makes it easier than ever to get in front of clients! 

Engage your database with a video showcasing current trends, or simply talk about your weekend plans and extend an invitation. With our video messaging feature you can do all of that and more, in minutes.

Real Geeks Video Messaging shows that seeing is believing.

Simple to use and send, Real Geeks Video Messaging instantly engages in a few easy steps!

 

  • Open an email window in the CRM.
  • Click the start video button.
  • Smile and begin recording. 
  • Record your message.
  • Name and save your custom video message to the library for reuse.
  • Insert your video into an email, text, workflow, e-blast or template!
  • Send the video and watch as your client visits the video page on your website.

 

Engage, deliver news and update quickly through Real Geeks Video Messaging. Communicate authentically and connect with your clients and leads face-to-face! Show them why you are their go-to resource for current real estate information!

 

 

Real Geeks Video Messaging gives you the tool you need to be present and bring leads to where they need to be - searching your website! And, like many of our other features, Real Geeks video messaging is provided free of charge to existing clients. 

Setting More Buyer Appointments

Written by The Professor

This Real Geeks Mastermind Training “Setting More Buyer Appointments,” with Greg Harrelson and Abe Safa of Century 21 The Harrelson Group, teaches secrets to getting more buyers and listings even in an accelerated seller’s market! Find out why Harrelson believes, “It’s always a numbers game.”

Safa shared that the National Association of Realtors® (NAR) expects sales of 6.2 million homes in 2021. He explained that the problem is not a lack of inventory, as much as it is that the timeline on each property is very short. Due to this, agents need to focus on how they can best help their buyers find homes and prevent their buyers from experiencing repeated rejection on their offers. Safa suggested building relationships with other agents to share knowledge of available inventory before it syndicates.

 

 Fulfill a Buyers #1 Need

Harrelson and Safa know that buyers have plenty of information and many sources available. “What they don’t have is access,” Harrelson explained. This is why he believes it is important to set an appointment no matter what and make access the forefront of the conversation. “They don't have the physical key,” he said, suggesting a modified approach to the buyer by first setting the appointment, asking questions, and getting qualifications at the end. “Set the appointment and say I can call if I can gain access earlier.” Harrelson continued, "When you set the appointment, what you did is, you just put a stop to them calling the next four agents... The agent that gives access first wins the business." 

Stand Out in a Sea of Facebook Posts

Safa and Harrelson also recommend using Facebook to advertise  the buyers you represent. Post buyers in Facebook groups for the communities they want to buy in, so people know they're real, they encouraged. Using the phrase, "I promised my buyer I'd do everything I could to help them move into THIS community,” has helped Harrelson successfully find homes for his buyers on Facebook. Safa agreed, “Find the inventory and you can set more buyer appointments,” he said.

This strategy needs to be done consistently.  Harrelson suggested visiting Facebook every Tues. at 9 a.m. ( or whatever time works best for you) and posting links to the top 5-10 new listings of the week. Harrelson explained that by actually posting property detail links in that post and making it consistent, agents can train people to look for the post every week. He then watches who shares it and messages the person shared to, offering access, and thanks the person who shared it, offering them access, as well.

Approach a Forgotten Seller

"Not much fear here, just doing things slightly different," Harrelson said, as he explained his strategy for reverse prospecting for sale by owners. He reaches out to expired and withdrawn listings, going back three years and cross referencing the list to make sure the properties are not already listed with another agent or sold. “When they start asking questions,” he said about property owners that have become active on a workflow, “you’ve found a bullet proof strategy.”

Harrelson uses his CRM to find people that wouldn't have been called, sharing an actual workflow that activates leads through a series of texts. Explaining that the text doesn't need to say anything special, but was more about reaching out with something similar to, "Are you still open to purchasing?”Then, when no response is received, following up with, "Am I texting the right person, you haven't replied. Is this Jennifer?"

Turn a FSBO into a Buyer… and a Potential Seller

"It's all about being creative right now," Greg reminded agents. He said that he approaches a FSBO seller with questions and statements like this:

  • "I wanted to call to see when you sell, are you staying local or are you going to be purchasing outside of the market?" 
  • "I specialize in buyers..." Harrelson suggests a script to set an appointment to earn their buyer business as that sets agents apart. He explained that as an agent shows one property, establishes rapport, and engages the seller as a buyer, they may ask questions about their sale. At that point, the conversation can be turned. “I have no doubt a FSBO will sell,” Harrelson said he tells the owner, “but I can net you more money.”

Explaining that “it is so much easier to build rapport with a buyer than a seller,” Harrelson reminded agents that a buyer buys with emotion, whereas a seller sells with logic. “They'll do everything they can to sell on their own,” he said, “but when they are a buyer, they want to see EVERYTHING so will hire an agent.”

Find Available Homes for Your Buyers

“Go through the MLS and take the top 20 sellers agents in the market out to lunch,” Safa recommended at the beginning of the training. Harrelson agreed and also suggested reaching out to rental managers as sources for leads. Explaining that ‘being in the know’ is critical, Safa said,”Access to more inventory helps you set more appointments.” 

Safa said he does Zoom calls to show clients criteria as he does a property search. On these calls, Safa shows his buyers his screen so they know that's everything that is there. He said his buyers then qualify homes themselves based on what they see - such as pool or no pool. Safa shared that three out of five times, the buyer will consider properties you may not have originally chosen. Harrelson strongly endorsed this strategy, reminding agents, “Don't put your buyer in a box,” because sometimes buyers will settle for something less than they originally required. 

These tried and true techniques, available to all Real Geeks Mastermind clients, will stimulate your success when implemented today! Watch this fast paced episode and reset your business today!

$12M GCI Direct Mail Strategies for Listings in Affluent Markets w/ Brett Jennings

Written by The Professor

April’s first Keeping It Real Training offered by Real Geeks and hosted by Greg Harrelson and Frank Klesitz explored direct mail strategies for lead generation in affluent real estate markets. Featuring Brett Jennings, a real estate agent and team leader in the Silicon Valley, this episode provides direct answers to the question, “How can I generate seller listings now?”

Establishing credibility through sending direct mail to property owners and following up with phone calls, targeting mapped school areas, and circle dialing were all ways Jennings suggested staying in front of sellers. “All will sell at some point,” he said.

Recalling the words of his mentor Tony Robbins, “Wealth exists in the gap between ideas and their implementation,” Jennings explained that exploring that gap has been the key to his success. He sells real estate in a very affluent area, Silicon Valley, and has found that consistency as a team effort has allowed for predictable results. He targets an area of at least 2,000 homes and defines it by school district boundaries in his MLS. Using Remine or Realist, he then downloads the contact details of those homeowners and sends hand addressed, stamped letters to each. He mails one to himself so he knows when the letters are received. After they’ve been received, typically 3-5 days later, his team begins calling as follow up.  This technique has allowed Jennings and his team to secure listings in a low inventory market.

Jennings said the direct mail campaign works alongside his digital efforts. Every lead also is set up to receive a monthly Corefact postcard, monthly e-market report, and he has seller alerts set up for his CRM, showing pending and sold homes within 2 blocks of the property owners’ address. In addition Jennings uses HomeBot for his entire SOI and reports a 70% open rate using that tool. Jennings said his focus is to become known in a variety of ways. “Not just digital, but do digital and print to make you unforgettable,” he said.

It’s More Than Direct Mail Alone - You Need a Team

These techniques alone are not the cause of Jennings GCI jumping from $3.9 million to $12 million, however. He had a plan to scale and said he only did that through hiring a “rockin' admin,” scaling lead generation, scaling to 50 quality agents, and scaling quality support.

Listing Realtors Property Resource (RPR) as another tool, Jennings, Harrelson and Klesik discussed how this could be used to print out market updates for all buyers and send personal messages congratulating them on their increases in home values. The note could also provide the “most universal offer to sellers” which is the idea that you have a buyer. Jennings suggested leveraging your most committed buyers by finding out from the agents on the team who the buyers are and what types of homes they need. 

As you mail to your farm areas, Jennings advised to intentionally choose a hand written font, even on the envelope. He explained that using a service such as Addressable, which uses a real robot pen to write addresses, can achieve a 50% open rate for mailings. Jennings then shared that his team accentuates results with mail and a followup call in a 3 tap system, “either call, mail, call or mail, call, mail,” he said. He also recommended using a short url for zoom to make it easy for people to get on a video call, such as zoom.name.com.

Jennings acknowledged that this approach is large scale and cost-prohibitive for soome, but encouraged agents to look for partnerships on the mailing. He suggested including a 2nd page with a referral to a financial advisor offering a seller tax implications webinar, and having them cover a portion of the postage.

Explaining that letter frequency mattered due to message fatigue, Jennings said that in his market, “the ideal cadence is every 3-4 months,” and explained that this way, “if you call behind the list, you may get advance news of seller plans so you can add them to CRM.”  Harrelson and Klesitz agreed, with Harrelson adding, “Never do direct mail unless you're willing to prospect behind it.”

Direct Mail Stays in the Home Longer

Harrelson spoke from experience saying he’s found that sellers take a letter and “put it in a property folder to access in 6 months,” and encouraged agents to do multiple things, as Jennings does, not only direct mail. Speaking of Jennings, Harrelson said agents needed to be more like him, "He's not a dabbler. He's a doer, he's a get-it- doner. He goes deep." Klesitz suggested more tools for agents to use if they need to find buyers, explaining that institutional buyers are available through multiple companies, including Offerpad, and Opendoor. Klesitz also mentioned Homelight as a trade-in way to access equity and then sell the property as an "Exclusive Partner."

In wrapping up this episode of Keeping It Real, Klesitz mentioned his “Magical Seller’s Email” and offered it to agents. He recommended personalizing it and emailing the letter to an entire database as a way to get conversations started. Download it here.

This Keeping It Real episode shows you best practices for staying in front of potential home sellers. 

Utilizing these concepts and tools with your Real Geeks CRM is sure to increase your seller leads and grow conversion in 2021. Let us know what works for you and reach out if you have techniques you’d like to share in Real Geeks training. We’d love to have you on LIVE event!

 

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