BUILD THE BUSINESS OF YOUR DREAMS
THE PROSPECTING PLAYBOOK A Comprehensive Guide to the Successful Business Building Strategies of High-Performing Real Estate Agents
A Better Way To Prospect................................1 Prospecting Personas........................................5 Flight Menu...............................................................17 Flow Ideas.................................................................18 Sales Ideas...............................................................40 Marketing Ideas.....................................................57 Online Lead Generation Ideas.......................69 Authority Asset Ideas..........................................91 Networking Ideas...................................................109
A BETTER WAY TO PROSPECT No two agents are the same. So why is their business plan? That was the fundamental question that led to the Prospecting Playbook. Every year, hundreds of thousands of people enter the real estate industry. They are sold an illusion of being their own boss, free from the tyranny and oppression of bureaucracy and bad managers. And there is some truth to that, being your own boss has plenty of advantages. So if you think about it. We have a bunch of ambitious professionals, excited to be their own boss and passionate about the mission of helping people achieve the American dream. So why then, do 87% of agents not make it to their 5th year in real estate? We looked around the real estate industry and what we saw was a lot of really great training “systems”. The premise is that you follow the plan, the plan will produce results. And the thing is, they do work. Ironically, what dooms most new agents is that the single thing they ran from when they got into the business happens to be the single thing that determines if they stay in the business...ACCOUNTABILITY. The great coaches who have gone on to build great training organizations know this is the problem, and their solution is a system. And the system is usually the system that led to their success. The premise is simple; follow the system and you too will be successful. And most of the time they are right. The Prospecting Playbook | 1
BUT...and there is a big BUT. Many agents following those systems find the system to be painful. Success comes at a sacrifice, and that sacrifice is often forcing yourself to do things that simply don’t come naturally to you. There has to be a better way, right? The a-ha moment happened while I was listening to a podcast. The conversation was around medicine. Medicine has mostly up until now been evidence-based. “It worked for them so it will work for you.” “That’s how these real estate training systems work,” I thought. But the future of medicine is DNA-based prescription. In other words, here’s the medicine that works based on your uniqueness. Bingo! That’s what is missing in real estate training. People have different DNA. Some of us are task-oriented. Some of us are people-oriented. Some of us are idea-oriented. Some of us are introverts, some of us are extroverts. And some of us are right in between...ambiverts! Why are we prescribing the same real estate business building prescription to people with different DNA? Great news. There is a better way. And this playbook is the answer. We have broken the better business building process down into 3 simple steps: 1. Discover your Prospecting Persona. This is your real estate version of a DNA test. 2. Review the Prospecting Playbook. This is your real estate version of all the different successful solutions we can prescribe to help you grow your business. 3. Select from the Prospecting Menu. This is the selection of the prospecting activities you will put into your custom prospecting plan The Prospecting Playbook | 2
SECTION 1
PROSPECTING PERSONAS
STEP 1-DISCOVER YOUR PROSPECTING PERSONA When developing the prospecting personas we took inspiration from the different personality profiles out there and the way they carefully assess individuals on several spectrums. Using this same logic we determined the two spectrums that were important to us. The first one was the common personality trait spectrum of introversion to extroversion. The second one was what we consider a person’s applied superpower. For this spectrum, we identified 3 distinct natural talent themes; people-oriented, strategyoriented, and task-oriented. We then developed an assessment backed by an algorithm to determine where people fall on the scale. The prospecting personas assessment can be taken at www.prospectingpersonas.com. The illustration on the next page represents the graph of the two spectrums we test for in the assessment. In each box in the matrix, we developed a descriptor that mostly resembled the applicable intersection of those traits. When developing the personas we had a draft of dozens of different characters. Ultimately we paired that back to 3 personas to make things simple. The result is that we end up with some generalizations in our descriptors of the 3 personas, but we feel there is enough nuance that leads to a great discussion and ultimately the desired result:
Creating a customized business building plan for any agent!
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You will notice in the following pages we did not choose any personas from the introverted category. That was intentional. While introverts have immense superpowers as outlined in her amazing book Quiet by Susan Cain, introversion poses a major roadblock for aspiring real estate agents. Real estate is a contact sport. Connecting with people is table stakes for success in real estate. Now, there are plenty of introverted real estate agents that have gone on to have great success, our main point here is that if you are introverted you will have to rely on an adaptive style to ensure you are hitting a minimum standard of face to face interactions and growing your people portfolio. We had some fun with the introverted, task-master. The Broke(r) is the intersection of traits that are most likely not going to find success in real estate. Strategists, think Steve Jobs, have a major place globally, but real estate may not be their highest and best application. Same for servants. The leads us to our three successful prospecting personas. Let’s meet them now... The Prospecting Playbook | 4
THE PROSPECTING PERSONAS
1 2 3
MARKETING MICHELLE & MIKE
NETWORKING NANCY & NED
SALES STEPHANIE & STEVE
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The Marketing Persona
Mike and Michelle
What are their superpowers? Strategic, creative, resourceful, and customer experience. They love brainstorming and channeling their creative energy. They are often early adopters of new tools and technology, loving to be on the cutting edge of things. They love learning and gathering. They love reading, listening to podcasts, and following blogs. They use social media in a lot of ways to connect with others and build their brand, but they also love to follow influencers and thought-leaders, and other agents to see what other innovators are doing to grow their brand and get inspiration. When it comes to the customer experience, they shine. They think about the whole customer journey as part of their brand “experience” and work very hard to deliver exceptional service from the first meeting to well beyond the closing. Clients love working with Mike and Michelle because they find a nice balance between social connection and attentiveness. Clients find them equal parts professional and approachable. They also are problem solvers at heart, and when they turn their strengths to figure out how to market a home or find the perfect home, they become world-class at what they do.
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Potential blind spots?
How do they show up?
Focus, execution, discipline, networking. Because they love to channel their creativity, they can easily find themselves losing focus. A good daydream, brainstorm, or getting down a rabbit hole of learning or researching something new. They can lose focus on lead conversion preferring to let their natural interests pull them back to new lead generation.
“Your uniform is how your stuff shows up.” -Dean Minuto
Mike and Michelle are rather likable and have no problem working a room, however, it’s not necessarily how they love to spend their time. After all, they are at their best when they are thinking. That requires some solitude. Because real estate is a contact sport, Mike and Michelle should build human connection into their business plan, making sure to interact with 50 people a week. Mike and Michelle are smart to build systems and processes for their business to help keep them focused and on task. As soon as they are in a financial position, Mike and Michelle are wise to make an investment into an administrative assistant. Doing so ensures the daily tasks get completed, allowing them to focus on the higher dollar per hour activities and giving themselves space to keep great ideas flowing.
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This is the mantra of Mike and Michelle Mike and Michelle are always put together. Fashion-forward. They can go business casual or business professional but they always look the part. They usually drive a nice vehicle, not usually overly showy, but something premium. They do like tech and being trend-forward so a Tesla isn’t out of the question. Appearances do not stop with clothing and cars. Mike and Michelle think through every part of their brand to ensure consistency. A sleek marketing brochure, agent branded website, custom marketing presentation are all table stakes. When it comes to listing, Mike and Michelle obsess over marketing, in fact, they would never call their first meeting with the seller’s a “listing appointment”, it’s a “marketing consultation” to them. Property styling (Staging is a commodity) is essential for every listing. They will show up with a styling bag to the marketing consultation full of their favorite paint and flooring samples and before and after pictures. Magazine style brochure, custom takeaways, signage, and a booty basket, multi-media assets, they do it right, for every listing, every time.
Favorite Things? Mike and Michelle love building their brand. They also have admiration for great brands and are fiercely loyal to the ones that deliver the same kind of exceptional client experience that they strive for with their business. They most likely have Apple products. They want to deliver the same kind of experience as Nordstrom in retail, Zappos in online retail, Ritz-Carlton in hospitality, and Disney in entertainment. They aren’t necessarily graphic designers but they can get around Canva really well. For their pet project, they have found several designers on 99Designs and Fiverr that they use often. Some of their favorite digital tools on top of Canva include Google Ads Manager and Facebook Ads Manager for running and tracking their digital ads, Social Pilot for managing all of their content, and Buzzsumo for looking up great content ideas. Mike and Michelle love consuming content. Their favorite books include Building a StoryBrand and Marketing Made Simple by Donald Miller, Marketing Rebellion by Mark Schaeffer and Dotcom Secrets, Expert Secrets and Traffic Secrets by Russell Brunson and Excellence Wins by Ritz-Carlton Founder Horst Schulze. Marketing Made Simple, The Watercooler, and Online Marketing Made Easy are just a few of their saved podcasts. The blog produced by the premier marketing agency in real estate, 1000Watt, is weekly must-read material.
Where do they come from? We see Mike and Michelle often come out of marketing, customer service, and retail positions. Some even start their professional careers in real estate, drawn to the entrepreneurial side of the business. If we see a creative streak in the resume of a new agent, that’s usually a good sign that the marketing persona is a solid place to start.
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The Networking Persona
Nancy and Ned
What are their superpowers? Connection, Influence, Communication, Activation. Ned and Nancy take great pride in connection. They love meeting new people and expanding their own network, but equally as important, they love being the matchmaker. Nothing brings Ned and Nancy more joy than connecting two people in their network to their mutual benefit. Ned and Nancy’s friends jokingly call them “the mayor” because they seemingly know everybody in their town. They never turn down a party invite. They love community and networking events and oftentimes they are the ones organizing the event. When there is a cause that needs support or a problem that needs fixing, Ned and Nancy are often the catalysts. Bringing people together and inspiring action. Sometimes they forget their vocation is real estate, they are too busy making connections. When people ask what they do it always ends with ”...I just happen to sell real estate.” Clients of Ned and Nancy love them. They are such a valuable resource. They take great pride in being the “gotta guy/gal”. Clients love working with Ned and Nancy’s “team” because they seemingly have put together an all-star roster of lenders, attorneys, inspectors, etc. that makes the transaction seamless. When a problem pops up in a transaction Ned and Nancy know exactly what to do. They are on the phone or in-person getting things solved. They are excellent communicators.
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Potential blind spots? Focus, execution, discipline, strategy. One of the biggest challenges for Ned and Nancy is they have a hard time saying no to people. Genuine connection and being there for people trumps all and while it is their superpower, managing all the other facets of the business can be challenging at times. They have no problem promoting other peoples’ businesses but promoting their own business doesn’t come as naturally. Their business can rely heavily on repeat and referral business which is the best kind of business, but it is not necessarily predictable and even flow. Ned and Nancy will do well to put a prospecting plan in place that has at least one leg that puts them in front of ready, willing, and able buyers where they can leverage their people skills. They have no problem being in flow with their database naturally. The phone and some face-to-face contact are a natural extension of their personality. However, as their database grows, Ned and Nancy will be well served to put a document postclose process in place to ensure smooth and consistent touchpoints with their entire database. Many personality profiles will love working with Ned and Nancy, but the detail-oriented
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personality can be a challenge for them. Ned and Nancy can tend to rely on their ability to be likable and use their communication skills to cover up problems. Because “process” isn’t a word that excites them they may leave some things to be desired for the detail-oriented client. Ned and Nancy will serve themselves well to document their 5-star buyer and seller process and make sure that checklist keeps them on track. In a perfect world, as their business builds, they will hire an administrative assistant to manage the details of the process allowing them to spend their time where they shine, connecting with people, and being the rainmaker.
How do they show up? When it comes to dressing, Ned and Nancy know the trick. When they don’t have their logo apparel on, they are most likely wearing their name tag. Even at the grocery store, they know it will strike up a conversation. They will skew casual, business casual because that’s their personality. It’s about being approachable. But don’t get them wrong, when it’s time for the charity black-tie event, they will be there with bells on! When it comes to listing presentations, they believe less is more. They will be prepared and they know their market, but they aren’t rolling out a very detailed presentation, rather preferring to focus their time and attention on genuine connection and understanding the client’s desires.
Favorite Things? Ned and Nancy have a lot of energy. Relaxing with a good book isn’t exactly at the top of their list. However, they did read Never Eat Alone by Keith Ferrazzi and Tribes by Seth Godin and both books really spoke to them! Ned and Nancy are all about adventures, new experiences, and trying new things. They love to travel. They love to try new spots in town. If you scroll their social media you will see how well they paint the world with their perspective of all the parties, gatherings, and networking events they go to. They aren’t necessarily brand loyal because that requires planning ahead. They love convenience because their time and energy are better spent connecting with people.
Where do they come from? Ned and Nancy were using their gift for connection in their past life. If we see somebody who uses their social skills, working in large groups, and has a bunch of contacts on LinkedIn and social media those are signs that the networking persona is a solid place to start. The community service sector has a strong orientation to the networking persona.
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The Sales Persona
Stephanie and Steve
What are their superpowers? Consistent. Persistent. Pragmatic. Results-Oriented. Stephanie and Steve are consistent. They love the process. They love looking at their "pipeline" daily and figuring out how to move people through. It's a simple formula. They don't think like the networker but they know it’s a numbers game, more connections equal more business. If you give Stephanie and Steve a lead and their professionalism will show through. They build rapport, they follow up, and they convert. They are not afraid of an online lead, they love working with builders, open homes, floor time...they know it's about "at-bats"...convert enough and you will be in the hall of fame. They love being the best and are constantly improving their skills. They love negotiation. They love stalking the MLS and knowing their inventory. Clients love working with Steve and Stephanie because they know they can trust that the job will get done well. They set great expectations, they have a great process that they follow to a “T” and clients appreciate the roadmap and guidance. They are great communicators and are always available when a client needs them.
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Potential blind spots? Because Steve and Stephanie like to get down to business, they need to take caution when working with clients that work off of feel. Their focus can come across to a client as pushy, a little mechanical, and leave a client potentially feeling like “just a number”. not being attentive, reading the room, hearing, soft side, little mechanical, feel like a number. Not everybody hears logic, some decide on emotion. Steve and Stephanie will serve themselves well to do some introspection. Learning personality profiles and understanding how you are perceived will do you very well. Your communication skills are on point, but take extra time to be an attentive listener, make eye contact and humanize every interaction. Remember that not every decision is based on logic, in fact, almost all purchase decisions are based on emotion and then later justified with logic. Take time to slow down your pace of speech, make good eye contact, check-in regularly with a client to make sure they are on the same page.
How do they show up? Steve and Stephanie are all business. Their casual is business casual. For marketing consultations, it is business professional. They are always the first one in the office, after their miracle morning routine of course. They believe in discipline and habits and apply that focus to their physical and mental health. They have learned the morning commute is the most ideal time to get prospects on the phone. Their office door is usually closed and they most likely are standing up at the desk or walking around to make sure they keep their energy up on the phone. When they start they usually are driving something very practical, but wellmaintained. As they get successful they will reward themselves. Work hard, play hard is a great motto. As hard as they work they like to enjoy the fruits of their labor. It may be traveling, fine dining, boating, or golf. They are as intentional about leisure and recreation as they are about work.
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Favorite Things? Steve and Stephanie are constantly sharpening their saw. They are the most likely persona to have a coach or belong to a mastermind. They know accountability, focus, and surrounding themselves with other successful people will inspire and lift them to better results. They love a good book, usually from the personal development category. The classics like Think and Grow Rich by Napoleon Hill, 7 Habits of Highly Effective People by Stephen Covey, or How To Win Friends and Influence People by Dale Carnegie are staples in their library. So are books like Never Split the Difference by Chris Voss, Exactly What to Say by Phil Jones, and Atomic Habits by James Clear. They love a good planner or notebook to track their progress, a Moleskin or Franklin Covey do the trick.
Where do they come from? We see Steve and Stephanie come out of the business world, sales professionals, entrepreneurs, or technical careers like engineering, technology, or the trades. If we see a streak of discipline, hard work ethic, and focus in their resume the sales persona is a solid place to start.
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The Sales Persona
Stephanie and Steve
When Building A Business Steve and Stephanie see the value in networking and being innovative with their marketing and online presence, but when push comes to shove they really just want to get in front of the most potential clients as possible. They should look to the “Sales Ideas” section of the menu where they will find a bunch of direct prospecting activities that will generate leads. Stephanie and Steve are not afraid of the work and don’t succumb to call reluctance or irrational fear of rejection, so they are usually the ones that will try and succeed at the activities that put them in direct contact with potential buyers and sellers. They know not every activity will become a lead and not every lead will become a sale and they are ok with that. Some of the most challenging prospecting activities often create some of the highest returns and Steve and Stephanie see that and are willing to try their hand. Cold calling, door knocking...bring it on. Steve and Stephanie are achievement-oriented and that means they are always thinking about growing and finding the next client. This becomes their superpower as they build their business because they are the persona that typically has the fullest pipeline. The downside of this focus is that Steve and Stephanie may be in constant “chase” mode and not be deliberate enough about “cultivating” their database and past clients. They should spend some time building out a documented post-close process selecting some automated options and programming in reasons to reach out during their prospecting. Steve and Stephanie are incredibly disciplined and make sure to always be working “on” the business. They do well to create prospect blocks each day as if it’s the most important appointment in their calendar. Use your competitive nature to challenge yourself to complete a certain number of contacts each day. The Prospecting Playbook | 16
Menu Below you'll find our comprehensive flow and prospecting activities list. In the remainder of this book, we will explore each activity and which prospecting persona it would be the best fit for.
FLOW PLAN |
Add 3 to 5 of these activities to stay top of mind with your database.
Handwritten Notes Home Equity Reviews Children's Activities Vendor Recommendations Market Reports
$ $ $ $ $$
Milestones Party Invites HUD Letters Tax Reasssement Letters
PROSPECTING PLAN Networking Ideas
$ $ $ $ $ $ $ $ $$ $$ $$ $$ $$ $$$ $$$$
Online Lead Generation Ideas E-Leads Buyer Facebook Ads Seller Facebook Ads Buyer Google PPC Seller Google PPC Buyer YouTube Ads Seller YouTube Ads Retargeting Ads Google Local Services Zillow Lead Referral Networks
Pop By's Client Appreciation Events Parties Local Offers
$$$ $$$ $$$ $$$
Sales Ideas
Add 3 to 5 of these activities to fill your database.
Referral Partners PTA Neighborhood Involvement Play Dates Local Club Meetups Side Hustle Volunteering Employee Appreciation Events Chamber of Commerce Alumni Association Classes MLM's Side Hustle Country Club
$$ $$ $$ $$
$$$ $$$ $$$ $$$ $$$ $$$ $$$ $$$ $$$ $$$$ $$$$
Open Homes Floor Shifts Door Knock FSBO Expireds Geographic Area Calls Educational Events/Seminars Relocation Expert Trade Shows/Events Builder Rep Circle Prospecting
$ $ $ $$ $$ $$ $$ $$ $$$ $$$ $$$$
Marketing Activities Geographic Farming Vlog Podcast Facebook Content/Engagement Instagram Content/Engagement Twitter Content/Engagement LinkedIN Content/Engagement Google My Business Blog Speaking Engagements
$$$ $$ $$ $ $ $ $ $ $ $
Authority Assets Seller's Guide Buyer's Guide Book Checklist/Worksheet City/Neighborhood Guide Custom Market Report Webinar Quiz
$$ $$ $$ $$ $$ $$ $$ $$
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SECTION 2
FLOW IDEAS The idea of Flow as a prospecting activity comes from Ninja Selling created by Larry Kendall, the founder of The Group Inc., one of the highest producing real estate brokerages in the country. Out of their amazing brokerage, Larry documented the process and habits of top performers and created Ninja Selling, a proven and predictable system for building a highly effective real estate business. We are huge fans of their work and proudly endorse and support the Ninja Selling System. The main concept behind Ninja Selling is to build a repeat and referral business based on the people in your database, the ones that already know, like, and trust you.
The research on how a consumer chooses an agent is eye-opening. Research studies have shown that the choice is relatively arbitrary. Most of us assume that it’s based on the common elements of know, like, and trust, but in fact, it’s based on the frequency of interaction. Needless to say, there are a lot of real estate agents and most consumers know at least 10 real estate agents! The research shows that the one they will use when they go to buy or sell a home is the one they simply had their most recent interaction with. Stop and pause and read this paragraph again. It’s that important and if you want to build a sustainable and rewarding real estate business understanding this point is critical. Again, which agent a consumer chooses comes down to the one they had the most recent interaction with. Armed with this knowledge the Ninja Selling System revolves around a core strategy they call Flow. Flow refers to being in flow with your database so that you are the one they think of when they are ready to buy or sell. A great flow plan should be the ultimate aim of any real estate professional. Repeat and referral business is the best business. The process of attracting vs chasing business is a dream-like state. It’s the easiest way to earn a higher income per hour so that you can live your best life. Herein lies the fundamental problem in real estate. Most of us know this, yet don’t do much about it. We get busy, we let the urgent tasks prioritize our life and we find ourselves constantly chasing the next real estate transaction. It’s a sure-fire formula for burnout in your career. The opposite of that approach is to simplify your business by building a strong database and implementing a Flow plan that creates predictable results. We get busy, we let the urgent tasks prioritize our life and we find ourselves constantly chasing the next real estate transaction. It’s a sure-fire formula for burnout in your career.
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The opposite of that approach is to simplify your business by building a strong database and implementing a Flow plan that creates predictable results. We have a different terminology when it comes to a Flow plan, we love to refer to it as your post-close process because we want agents thinking about that #client4life relationship with everybody that they have done a transaction with or hope to do a transaction with. We have made an interesting observation about our business. If you talk to a financial advisor, attorney, or medical professional they don’t refer to their clients as “past clients”, just “clients''. But for some reason, we use the term “past clients” in real estate and we believe it’s a huge reason why our industry as a whole does a pretty awful job of obtaining repeat and referral business. Need some data? Here’s an alarming stat. In the NAR profile of tens of thousands of buyers and sellers of real estate each year. 87% say they would work with their agent again. That’s impressive. But here’s what is not impressive: only 13% end up working with the same agent again! That 74% delta between those who say they’d work with us again and actually do represents a multi-billion dollar gaping hole in our business that we must protect because Zillow, Redfin, and all kinds of other real estate disruptors are ready to step in and steal that relationship with OUR clients. It’s borderline criminal that we should work so hard to attain a client, provide them with an exceptional experience, and then not get their business again. But it happens a lot. Simply put, people buy or sell real estate only once every seven years on average, and the cold hard reality is that if you don’t proactively stay in touch, even if you provide them with amazing service, they’ll forget about you. Don’t let that happen to you. The Prospecting Playbook | 20
Take the keys to the ultimate real estate business and build yourself a strong postclose process. We think that Flow is so critical that we break out this segment of prospecting as its own. We implore you to choose 3 to 5 of these Flow ideas for your business. Cement them into your calendar, your daily habits and process, your CRM, and automate as many of them as possible so you can build a strong lever on your time as your database grows exponentially. Here are the flow prospecting ideas we have seen high-performing agents have great success with...
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Who's this best for? Marketing Michelle and Mike FLOW IDEA
Handwritten Notes Nothing endears you to people and cuts through the noise of our busy world quite like a handwritten note. It’s so powerful, we make the habit of 2 handwritten notes per day a daily requirement. Show people how much you care in the written word and watch the business follow.
Cost: Skillz: Effort:
Sales Stephanie and Steve Networking Nancy and Ned
Pro Tips & Resources If you need a source for custom thank you cards check out Vistaprint or Zazzle. Want to automate the process of handwriting? While we think there are intangible benefits from writing the notes yourself (lots of research on what it does to fill your bucket) we get that it’s tedious. Lucky for you companies like handywritten, simplynoted or handwrite.io will take your handwriting and have their machine write it for you on a selected card and mail it for you. It’s not cheap, but it’s interesting. The Prospecting Playbook | 22
Who's this best for? Marketing Michelle and Mike Sales Stephanie and Steve FLOW IDEA
Networking Nancy and Ned
Home Equity Reviews The Home Equity Review was found by The Group Inc. and Ninja Selling founder, Larry Kendall, to be the single most impactful prospecting technique of the highest performing agents. The home equity review, or unsolicited CMA as it’s frequently referred to, is the process of doing a CMA on somebody’s home for free. After all, who doesn’t like to know what their biggest asset is worth? We have found a multiplier effect for many topperforming agents is to tie the practice of HER to the Homeversary which we will talk about later.
Cost: Skillz: Effort:
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Many of the top CRM’s available to agents offer the ability to log important dates and offer calendar integration. Some real estate specific CRM’s even recognize the value of the Home Equity Review and have “homeversary” as a pre-populated field for you to input. We have seen new agents have success with HER’s even though they don’t have a bunch of past clients yet. Nothing prevents you from offering HER’s as a service to anybody and everybody. Here’s a simple script:
“Hi X, as part of my service to my clients I put together a Home Equity Review for them annually. Is this something that would be valuable to you? If so, I’d be happy to put one together for you.” Or if you want to be more assumptive: “Hi X, as part of my service to my clients I put together a Home Equity Review for them annually. I went ahead and put that together for your home. What’s the best way to get it in your hands?”
- An o n y m o us The reason this works so well is that most agents are adding this kind of ongoing value to their clients after the close. You step in with value and now become their most recent and valuable real estate interaction. If they are having real estate buying or selling thoughts you now have a great chance of working with them.
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Who's this best for? Marketing Michelle and Mike FLOW IDEA
Market Reports
A market report keeps your database informed on the market around them. This is a powerful prospecting technique and the great news is that many real estate technology companies have made the process of providing these reports automated. It also serves the purpose of making you look like the real estate knowledge broker. Never a bad thing.
Sales Stephanie and Steve Networking Nancy and Ned
Pro Tips & Resources Many real estate CRM providers have built this automated report into their product. If you are looking to go above and beyond We love Altos Research and their automated reports. Not the cheapest but if you love to geek out on data, it’s a great automated report to provide.
Cost: Skillz: Effort:
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Who's this best for? Marketing Michelle and Mike Sales Stephanie and Steve FLOW IDEA
Networking Nancy and Ned
Client Appreciation Events Nothing accomplishes being in flow with your database quite like a client appreciation event. The good news is that you don’t necessarily have to just invite past clients. Treat everybody as if they are past clients and show them the love. One of the best reasons we love client appreciation events is that the value isn’t necessarily in the event itself, it’s in the excuse to reach out to a ton of people with value. For instance, maybe you have 4 tickets to the hot new show or sports team and you’d like to invite some clients along with you. You may have to work through 20, 50 or 100 clients to find somebody that is able to go, but guess what, every single one of them will appreciate the invite and you will stay top of mind.
Cost: Skillz: Effort:
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Pro Tips & Resources Here are some great examples of client appreciation events: Sporting events Season tickets to the local performing arts venue Renting out a theater for a movie premiere Golf outing Movie night at the park Rent an ice cream or food truck Pumpkin patch giveaway Thanksgiving pie giveaway Breakfast with Santa or Easter Bunny A free family photoshoot Big or small, expensive to free, the ideas are endless and so is the return.
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Who's this best for? Marketing Mike and Michelle FLOW IDEA
Parties Nothing keeps you top of mind like throwing a party. We know of an agent who is extremely successful simply because of the large watch parties they throw every Sunday for their favorite football team. Rotating through your database to invite people over is critical to that agent’s success.
Pro Tips & Resources
Think of a theme or event for parties that doesn’t fall far from your major interests. Likely, your database is made up of likeminded people with similar interests. Here are a few great party ideas that successful agents have used: Cost:
Sales Stephanie and Steve Networking Nancy and Ned
Watch Party for your Favorite Team or Sporting Event Watch Party for your favorite show season premiere or finale, like The Bachelor Hosting Dinner Parties, Hosting a tailgate at your alma mater’s football games in the fall. Host a housewarming party for your clients and offer to pay for food and drink. (A great way to meet all of their friends and family and if they are new to the area a great opportunity to invite some of your clients/neighbors and introduced them to people in the neighborhood) Parties are a surefire way to stay in flow.
Skillz: Effort:
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Who's this best for? Marketing Michelle and Mike Sales Stephanie and Steve FLOW IDEA
Networking Nancy and Ned
Milestones The milestones in our life are important. Being known as the person who supports those milestones will make you significant. Birthdays and anniversaries are two great ones. Grab that information from your clients and make sure to put them in your calendar. Another one that we highly recommend is Homeversaries. This is the anniversary of the closing date of their current home. Having a few highly personal touchpoints will make you a rockstar with your database. My financial advisor is amazing at this. I get a call the day before my birthday every single year because he knows everybody will call me on my birthday. I also get a reminder about my anniversary a week before so I don’t forget to do something great for my wife. Now that is the type of above and beyond stuff that will keep me working with him for life.
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Pro Tips & Resources We recommend as part of your process to add a task to log important dates into your CRM around the time of a client’s closing. Here are the milestones we highly recommend adding: Birthday Anniversary Homeversary If your CRM integrates into your calendar you will receive reminders when those dates happen or as they approach (it may be worth having a reminder a week or a few days before the event so you can prepare something). As your database builds to 200, 300, 400 clients all with 3 important dates in the calendar, if you did nothing else but call to wish people a happy birthday, anniversary, or homeversary, you would have an amazing flow plan.
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Who's this best for? Marketing Michelle and Mike FLOW IDEA
Party Invites
Sales Stephanie and Steve Networking Nancy and Ned
As an agent, never turn down an invite. As your business grows you will find yourself developing friendships with your clients. In the ultimate sign of respect for the relationships you develop over your career, you’ll end up on a lot of graduation, wedding and shower invite lists. While you can’t make them all, try your best. When you attend these events think about the number of people you will be in contact with and most likely the first-party introductions you will receive from the host. “This is MY awesome real estate agent. Get her card.”
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Who's this best for? FLOW IDEA
CHILDREN'S SPORTS Whether it’s your kids, your grandkids, your nieces and nephews or your friends' kids. Showing up regularly to the ballpark is one of the best contact sports you can play.
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Marketing Mike and Michelle Sales Stephanie and Steve
Pro Tips & Resources Remember this acronym...ABS...Always Be Swaggin’! Wear apparel to the park with your logo on it. Have the logo printed on your fold up chair. Keep business cards and maybe even some relevant branded giveaways like fans, sunscreen, bug spray, etc handy and be liberal with your gifting! There are many online marketplaces where you can order custom logo apparel and giveaways. Another great option is your local embroidery shop. All they need is your logo in digital form and they can add it to anything you’d like! The Prospecting Playbook | 32
Who's this best for? Marketing Michelle and Mike FLOW IDEA
POP BYS
Sales Stephanie and Steve Networking Nancy and Ned
Made famous by Bryan Buffini, the pop by is a random small gift that you personally drop off to your database to stay top of mind. The pop-by is incredibly powerful and popular in real estate.
Pro Tips & Resources The list of pop by ideas is endless. Do a google search of “pop-by ideas” and you will have plenty of resources to choose from. Here are some of the most popular we see with agents: Small mums in the fall Thanksgiving Pies Holiday Ornaments or Baked Goods
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Several agents find the process of “popping by” several hundred clients homes overwhelming. Here’s 3 highperformer tips: 1. Work in Tens. We have watched a high performer rotated her pop bys by picking a relevant monthly theme and popping by 10 homes a month. This rotation allows for meaningful interaction in palatable increments. 2. Automate. Nothing will replace the value of physically “popping by” but drop shipping something to your past clients is still a valuable gesture. The Prospecting Playbook | 33
Who's this best for? Marketing Michelle and Mike FLOW IDEA
HUD LETTERS
Sales Stephanie and Steve Networking Nancy and Ned
Home closings have tax ramifications, and while you are not the tax professional, you are the real estate professional. Adding into your prospecting plan a January reminder of tax season for all of your previous year’s closings will cement you as their real estate advisor for life. Send them a note with a copy of their closing statement that they can have handy to provide their accountant. They will love this.
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Who's this best for? Marketing Michelle and Mike FLOW IDEA
TAX REASSESSMENT LETTERS
Sales Stephanie and Steve Networking Nancy and Ned
Death and taxes. The only certainties in life. Last time we checked governing bodies aren’t looking for less money! The annual reassessment process can be a painful one for homeowners. Here is another opportunity to reach out to your database and offer your help. An offer to provide an updated market analysis that can prove helpful when appealing their new assessment is another way to cement yourself as the real estate professional.
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Who's this best for? Marketing Mike and Michelle FLOW IDEA
LOCAL OFFERS Nothing says added value vs awesome gifts. Real estate is hyper local and we believe one of the most evergreen strategies you can take in growing a sustainable business is using your platform to promote your favorite locally owned businesses. One amazing way to do this and turn it into a rewarding prospecting activity is to partner with local businesses to give away discounts or freebies.
Sales Stephanie and Steve Networking Nancy and Ned
Pro Tips & Resources There are a couple of great automated programs for this at jgR! Lolo Circle of Friends
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Who's this best for? Marketing Mike and Michelle FLOW IDEA
VENDOR RECOMMENDATIONS A great real estate agent is the hub of a network. As you build your business, in order to provide an elevated experience, you will want to be able to refer your clients to a whole host of vetted vendors that you know will deliver the same exceptional experience that you do. A great benefit in building out this vendor database is that it can be used as a very successful flow activity.
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Sales Stephanie and Steve Networking Nancy and Ned
Pro Tips & Resources Two great ways to turn your vendor recommendations into a flow activity. 1. The List. Many agents will keep an updated list that they will provide their clients postclose. Some really cool new technology tools are popping up providing agents a white-labeled mobile app for this as well. Check out MoveEasy or Dizzle. 2. The Recommendation. Many agents like to let their clients know to reach out to them with any vendor need, this keeps the client proactively staying in touch with you. One great strategy here is to do a monthly email spotlighting one of your favorite vendors. Your vendors will love this exposure. Added bonus, have them give you some type of redeemable offer. This will proactively remind your clients to reach out when they are in need of a referral.
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SECTION 3
SALES IDEAS While maybe not as fun or interesting as some of the other categories. Make not mistake about it, you get paid 100% commission, so you are indeed a sales professional. Some of you have the avatar of Sales Steve and Stephanie and for you, you see the value in the entire list of prospecting ideas but the reality is you know it’s a numbers game. It’s about putting yourself in front of as many ready, willing and able real estate clients as possible. The great news about some of these strategies is that they will help you build a pipeline of leads quickly.
Who's this best for? Sales Stephanie and Steve SALES IDEA
OPEN HOMES
Networking Nancy and Ned
Open Homes are not dead. In fact, in the digital age where people want to access products and services without having to interface with a sales professional, open homes are even MORE powerful. Open Homes attract interested home shoppers and nosey neighbors who may be interested in selling themselves. Working open homes is one of the fastest ways we have seen agents get lift in their business.
Pro Tips & Resources Being successful in open homes means building skills. The work you put in to promote the open home and your ability to quickly connect with people will go a long way towards the amount of potential clients you can meet in an open home. Maintain a friendly attitude. prepare yourself to be knowledgeable about the property and surrounding area and ask great questions and you will find success sitting open homes.
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Here’s a quick reference guide for some of the strategies of agents who are highly successful at converting open home traffic into clients: 1. Greet clients at the door 2. Thank them for coming 3. Ask them what made them stop by 4. Offer them something (A bottle of water or a prepared buyer’s packet go a long way) 5. Require Registration a. “The seller was nice enough to open up their home to the public and all they request is that all guests register…” b. Have a registration form or use an online registration tool like Spacio. c. Do not ask if they are working with an agent. Instead ask them to put in their agent’s info. 6. Answer their questions 7. Give yourself a reason to follow up. Many agents are incredibly good at building rapport face to face but the key to successful lead conversion with many of these sales strategies is to “not break the chain”.
An effective strategy for this is to always have a reason to follow up and a question unanswered is your secret weapon. “I want to do some research on that and get you a confident answer. l will connect with you tomorrow, does morning or afternoon work best? And do I have the best number on the sign-in form to connect with you?” 8. Have a documented approach to Open Home Follow-Up. Agents rarely have a problem with the faceto-face connection. Where most of the opportunity comes to convert open home guests into customers is in the follow-up. Here’s an approach we recommend from one of our high-performing open home experts: That Night-Thank you for visiting text. Day 1-Handwritten Thank You for visiting note in the mail. Day 1-Set up an automated home search. Day 1-Add them to automated monthly market report for the area where they are searching Day 1-Unanswered question follow-up Day 2-Offer Home Equity Review on their current home Day 3-Want to see this one? The Prospecting Playbook | 40
Who's this best for? SALES IDEA
FLOOR SHIFTS While not as prevalent as it was prior to the internet, floor shifts can still be very successful which is why we maintain a robust floor program at john greene Realtor.
Networking Nancy and Ned Sales Stephanie and Steve
Pro Tips & Resources Being successful on floor requires a blend of great communication and conversion skills. Refer to the online lead generation section for more detailed tips on converting a phone lead. Because there is a potential for walk-ins, make sure you are dressed for success and ready to provide a would-be buyer or seller with a consultation.
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Who's this best for? SALES IDEA
FSBO One of the more commonly taught prospecting strategies in real estate, especially for agents looking to build more listings into their business, approaching FSBO’s (for sale by owners) is a great way to get yourself in front of sellers who are clearly interested in selling.
Sales Stephanie and Steve
Pro Tips & Resources Note that a lot of FSBO sellers are averse to working with an agent so you really have to develop your skillset in opening up a conversation and setting an appointment. Also, lots of agents work FSBO’s so the competition is high. Working FSBOs is not for the faint of heart but remains a strong prospecting opportunity because there is simply no better way to identify hot seller opportunities.
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In order to be successful working FSBO’s a few resources will be important.
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In order to be successful working FSBO’s a few resources will be important. A Handoff. This can be a seller’s packet. Market Analysis. The importance of handing somebody something activates reciprocity which is a critical technique in opening a cold conversation. Contact Information. Whether you are door-knocking, calling, or mailing a potential FSBO you will need their contact information. Luckily many resources exist to help with this but be prepared that you may have to make a significant investment as you look for the most accurate sources of information. Companies like REDx, Vulcan 7, and Mojo offer solutions for connecting these addresses to accurate contact information. These systems, however, will require a significant investment.
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SALES IDEA
EXPIREDS Expireds are those listings that had previously been listed with another agent and came off of the market without a successful sale. Like FSBOs, they are often very hot seller opportunities and therefore the competition for them will be high. You will really want to build your skillset for getting in front of these opportunities, opening a dialogue, overcoming a lot of objections, and setting an appointment.
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Who's this best for? Sales Stephanie and Steve
Pro Tips & Resources Getting information for Expired's can be obtained by connecting with the same companies we reference in the FSBO section. A key tip with Expired's is to remember they had a failed attempt to sell their home. This means their potential pain is high. Here is a simple two-step approach that works very well when approaching Expired's: 1. Simply ask if they plan on listing their home again and if so if they will be interviewing agents. If so, work to get an appointment on the schedule 2. Discover their pain. Dig into why they feel their home did not sell and be an attentive listener as they will leave you great clues in their answers. The Prospecting Playbook | 44
SALES IDEA
GEOGRAPHIC CALL AREAS Determining a geographic area to work is a very successful strategy of many top agents. By doing so, you increase the likelihood of becoming that area's agent especially as you help more clients, put more signs in the yard and gather more attention.
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Who's this best for? Sales Stephanie and Steve
Pro Tips & Resources Using a prospecting tool as we mentioned before will give you access to a list of names and contact information within the area you define. Cold calling this area with some type of added value tends to work best. Maybe that’s a free home equity review, an invite to an open home, event or seminar you are hosting or just simply asking if they or anybody they know is planning to sell can be a very successful strategy. Be prepared for rejection in this space just like FSBO’s and Expireds, but the research shows that the number of calls will directly correlate to success especially as you get better on the phone and become more recognized in the area. The Prospecting Playbook | 45
SALES IDEA
CIRCLE PROSPECTING
Who's this best for? Sales Stephanie and Steve
Similar to Geographic Call Areas we just discussed, circle prospecting involves cold calling homeowners in a specific area. The difference is that in circle prospecting you are utilizing a recently closed or upcoming listing as the reason that you are reaching out. The idea being that most homeowners are curious about the value and/or salability of their home and the likelihood of striking up a conversation is much higher.
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SALES IDEA
DOOR KNOCKING Some old fashioned door knocking tends to be something you hear many top agents that have tried or are committed to in their career. This involves going door to door in an area that you want to work to meet with homeowners.
Who's this best for? Sales Stephanie and Steve
Pro Tips & Resources The idea of going door to door is similar to geographic cold-calling in that it works best if you have an offer of value. Maybe it’s an invite to the open home you are doing down the street this weekend, an unsolicited CMA or something else you have prepared. Handing or providing them something will significantly increase your effectiveness because it activates what psychologist Robert Cialdini famously called the "law of reciprocity" in his research on human influence.
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Who's this best for? SALES IDEA
Marketing Mike and Michelle
EDUCATIONAL EVENTS &SEMINARS
Sales Stephanie and Steve
One of the more commonly taught prospecting strategies in real estate, especially for agents looking to build more listings into their business, approaching FSBO’s (for sale by owners) is a great way to get yourself in front of sellers who are clearly interested in selling.
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Pro Tips & Resources Educational events are one of those prospecting activities where people will often try one, get little results and then give up. What we have found is that the successful strategy for educational events is to do them over and over. Start with identifying what types of clients you want to attract more of. First-time buyers, move-up sellers, downsizers, investors? From there, put your expertise into a presentation that will grab their attention. Run that event over and over and eventually you will attach your personal brand with being an authority in that space.
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Some great examples of effective educational events: First-Time Buyer Seminar Real Estate Investment Seminar Passive real estate investment Seminar Staging Seminar, Downsizing Seminar Seller’s Masterclass Buyer’s Masterclass Home Design Trends Expo Effective copywriting is an important element. Use headlines that create a compelling hook. For instance… Home Seller Secrets for Netting Top Dollar Negotiation Strategies of the Millionaire Home Buyer Create Wake Up Money through Real Estate Investment
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Who's this best for? SALES IDEA
TRADE SHOWS/EVENTS Trade shows and events can be a great place to find prospective home buyers and seller leads. Certain life events put you in front of audiences that are likely to make an upcoming real estate decision. Here are some examples: Bridal Expo Baby Expo Home and Garden Expo Local Business Expo Community Festival Farmer’s Market Art and Civic Festivals
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Marketing Mike and Michelle Sales Stephanie and Steve
Pro Tips & Resources As we have mentioned in several prospecting activities, your effectiveness here will be bolstered by good marketing, creating a compelling reason to engage with you via an item of value. Some examples: Raffles Quizzes Spin the wheel Free giveaways Market Reports Free Home Equity Review Buyers Guide Sellers Guide Authority Asset
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Who's this best for? SALES IDEA
RELOCATION EXPERT Many companies relocate their employees often. If your area has companies that are country-wide or international and they have a strong presence in your market there may be a huge opportunity to become that company's relocation go-to agent.
Pro Tips & Resources This often works best when you have a personal connection within the company that can make an introduction to the HR department or the third-party relocation company that the company works with. Cost:
Marketing Mike and Michelle Sales Stephanie and Steve Networking Nancy and Ned
If your brokerage has a relocation department, have a discussion with them about how to effectively get more air time with the company. If this interests you, we recommend offering something of value to that company so you can get yourself more exposure. Some great examples: A relocation guide to the area. Packets of information. Offer free area tours. Offer to create a presentation for employees on homeownership and relocating to the area.
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Who's this best for? SALES IDEA
Networking Ned and Nancy
BUILDER REP
Sales Stephanie and Steve
One of the more commonly taught prospecting strategies in real estate, especially for agents looking to build more listings into their business, approaching FSBO’s (for sale by owners) is a great way to get yourself in front of sellers who are clearly interested in selling.
Pro Tips & Resources Working with a home builder can be a big boon for the business of a real estate agent. While there is a lot to like about a homebuilder relationship, there are some things you should know.
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The first note is that builders come in all shapes and sizes. To simplify things, here are the 3 main types of home builders: 1. National homebuilders. These are the large, often publicly-traded, home builders, that operate in many markets across the country. National homebuilders focus on large-scale communities and like to build in volume. National homebuilders have their own in-house sales and marketing functions so they aren’t always interested in partnering with agents. When they do, they will typically have a real estate partner program agreement that will define the services you provide for them. It’s important to note that the fee for your services, because of the volume and overhead they carry for their own sales and marketing, will look The Prospecting Playbook | 52
a lot different from the fee you receive from a traditional transaction. Make sure you are aware and comfortable with the compensation agreement before moving forward. 2. Regional and local homebuilders. These builders fill the void between the highvolume production style build of the national builders and the small-volume, highly-customized style build of custom home builders. They will often partner with developers to buy lots in bulk in a larger community or build out their own smaller neighborhoods. Local and regional builders come in a lot of shapes and sizes. Some will have their own in-house sales and marketing teams and some will not. These builders can be desirable because of their local focus and the fact that they are doing a bit of volume. 3. Custom home builders. Custom home builders are usually small companies, in a lot of the cases operated by a single entity. They are focused on a few home builds a year, typically at higher price points. Custom builders can be desirable because they do not have the in-house marketing and sales expertise and a partnership with a quality agent can be mutually beneficial.
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There are two types of homes that you will represent when working with a builder: Build To Order. In this scenario, a client sits down with a builder and plans a home to be built from scratch. They will select a homesite, a floor plan, and all of the options and finishes. Your job as a partner agent will be to promote your builder and drive traffic and appointments to the builder’s representative. Spec Home. These homes are planned homes that a builder starts with the intention of selling the home during the process of building. Builders do not like the term spec home, which comes from the idea that the home is built on speculation, so they have created a lot of alternative names. Inventory home, express home, etc. Your job as a partner agent with a spec home will be more similar to a traditional marketing plan for a finished home. Because there are many agents in a market and only a handful of builders that are open to partnering with agents, the competition for their business can be aggressive. Here are some helpful hints in how to develop a powerful builder relationship: Bring buyers. Show a builder you like their product and are an active agent by bringing your buyers to them frequently. It is a good exercise as a buyer’s agent to include new home construction tours in your home search process. Even if they want to write off building a home, you are still providing great guidance and the bonus is that you will have a lot of face time with the builder and their staff. Be in flow. A great tip is to add a builder and their staff to your post-close process. Prepare market reports for them. Pop by with gifts. Write them a note. The benefit here is that you will not only be top of mind for a potential partnership opportunity but in most cases, the homes the builders sell themselves will involve a current listing and you could be in line for those referrals. Be a giver. Offer to host a broker tour. Provide a monthly custom market report so they can stay on top of market trends. Host a home staging event in their model for prospective clients. Take the order. Ask a builder if they partner with agents. If so, what is it that they look for in a partner agent? Who does it well? Find out, and then go spend time with one of their other partner agents in a different market and build that relationship. This will give you the playbook to present a service offering that is exactly what they want. The Prospecting Playbook | 54
SECTION 4
MARKETING IDEAS If you are a Marketing Mike or Michelle, your wheels are always spinning. In the purest sense of the word, Marketing is any activity that promotes working with a business. In a big company, the marketing department’s job is to generate customer interest. By those definitions, every real estate agent looking to grow their business can benefit by having a solid marketing plan. The challenge is that marketing requires creativity and planning, things that don’t come naturally for many of us. For those agents who skew more creative and task-oriented, looking at marketing ideas in their prospecting stool will feel right. Here’s a curated list of some of the best marketing-based prospecting ideas we have seen be successful for agents.
Who's this best for? MARKETING IDEA
Marketing Mike and Michelle
GEOGRAPHIC FARMING
Sales Stephanie and Steve
Geographic Farming is a very popular and successful strategy for many agents, particularly those wanting to focus on the listing side of the business. Farming refers to marketing to a specific neighborhood or area of interest.
Pro Tips & Resources The first thing you need to know if you want to be successful with geographic farming is that it takes an investment of time and resources before you start to see a return. In fact, research conducted by the Tom Ferry Coaching Organization showed that it takes an investment of time and Cost:
resources before you start to see a return. In fact, research conducted by the Tom Ferry Coaching Organization showed that it takes 18 touches to produce a transaction. Farming is so attractive because the idea of working in a concentrated area and being that area’s go-to agent is something many agents see as desirable. The challenge is that very few agents have the patience, resources, and persistence to stick with it until it starts to pay off. This is illustrated by one of our favorite examples of a very successful agent who built a strong geographic farm with over 100 sales in a 300-home community. That agent was 2 years into
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her farming effort and had not gained a single client from the effort. When she confided in a senior colleague that she was ready to throw in the towel, that sage told her to give it six more months and if it wasn’t producing, then quit. Sure enough, her first opportunity came a few months later, and then the momentum quickly built. The goal in our business is authority. It’s very hard to establish authority; but once you have it, things become much easier. This story illustrates an important coaching point on geographic farming. If you are going to choose to “farm” you need to have 3 things: A plan Resources Patience Remember, according to the data it will take 18 touches before you generate your first opportunity from farming. Therefore, you need to be committed to seeing it through. We highly recommend building an annual farming plan with a minimum of one “touch” per month. This kind of planning and creativity is exactly why Farming is best for marketing personas.
Here are a few ideas of effective farming activities to get the wheels turning: Mailings/Flyers Market Reports Just Sold/Just Listed Postcards Local Event Calendars Local Sports Team Calendars Equity Reviews Door Hangers Open Home Invites Events Neighborhood sponsored activities Movie Night in the park Egg hunt Pumpkin decorating Food/Ice cream truck Contests Holiday Decorating Contest Pumpkin Carving Contest Holiday Coloring Contest March Madness Bracket
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Who's this best for? MARKETING IDEA
FACEBOOK CONTENT & ENGAGEMENT
Marketing Mike and Michelle Sales Stephanie and Steve
With the most users of any social media platform and the ability to interact with a lot of people efficiently, having Facebook as part of your prospecting plan is a no-brainer for many marketing personas
Pro Tips & Resources
When building a content/engagement strategy on Facebook one important thing to think about is the “push” vs the “pull” of social media. The push refers to posting content on Facebook. The pull refers to pulling insights out of Facebook. Both are important but we have found that if the goal is to leverage a social media platform for prospecting the “pull” is most effective.
Thanks to our friends at The Agent(cy) by jg, our in-house digital marketing division
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which helps agents with their marketing, here are some “push” tips for creating great content that improves engagement Pay to Play. Remember Facebook’s only showing a small fraction of your followers your content for free. Consider a small budget for “boosting” some of your content to increase exposure Here are some effective “pull” strategies: Like/Comment on your database’s posts. Show them you care and stay in front of them. Scroll with purpose. Look for big life events in your timeline and use those to reach out and engage with people. The Prospecting Playbook | 58
Who's this best for? MARKETING IDEA
Marketing Mike and Michelle
INSTAGRAM CONTENT & ENGAGEMENT
Sales Stephanie and Steve
It’s about pictures, videos, hashtags, and engagement. Instagram is a great platform to set yourself apart if you take advantage of all the tools and build your following.
Pro Tips & Resources First things first, make sure you change your account to a business or creator account to allow you to take advantage of post and account insights, website linking, and the opportunity to connect to your Facebook business page which will allow cross-posting abilities and a shared business inbox. In terms of content, Instagram is all about catching people’s eye with images or video cover photos that prompt them to stop scrolling. As Instagram continues to evolve, it has provided many tools that provide people with the opportunity to share longer-form content, set themselves apart, and flex their creativity. These tools can include IG TV and Reels. Cost: Skillz: Effort:
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In terms of content, Instagram is all about catching people’s eye with images or video cover photos that prompt them to stop scrolling. As Instagram continues to evolve, it has provided many tools that provide people with the opportunity to share longer form content, set themselves apart, and flex their creativity. These tools can include IG TV and Reels. Ideas: Post longer form videos, property videos, open home walkthroughs to IGTV Take advantage of Reels which is Instagram’s version of Tik Tok Hop on sound and video trends and adapt them to real estate Establish your own quick real estate tip series Staging before and after videos The possibilities are endless! Misc. Tips Use relevant and related hashtags to help route people who are not already following you to your profile Make sure you tag your city or location in your posts to increase the likelihood that someone local will come across your page and establish yourself as an expert in that geographic location Prompt engagement by asking questions or creating polls in your stories Instagram offers advertising options as well to increase exposure (Keep in mind that Facebook ads automatically include Instagram in their delivery as well) The Prospecting Playbook | 60
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Who's this best for? MARKETING IDEA
Marketing Mike and Michelle
TWITTER CONTENT & ENGAGEMENT
Sales Stephanie and Steve
Twitter is a popular social media that forces people to communicate in short-form text. Many people use their Twitter feed as their personal news digest. They follow brands and personalities they like. Increase engagement and follows by engaging with and sharing content from other relevant accounts, tagging location, and using relevant hashtags to increase traffic to your page.
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Who's this best for? MARKETING IDEA
Marketing Mike and Michelle
LINKEDIN CONTENT & ENGAGEMENT
Sales Stephanie and Steve
LinkedIn is the “professional” social media platform. We see agents using LinkedIn successfully when their database and approach centers around business contacts. Commercial agents, because their clients are business professionals, are smart to utilize LinkedIn in their prospecting strategy. Post content on LinkedIn that is professional and helps to illustrate your expertise.
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Who's this best for? MARKETING IDEA
Marketing Mike and Michelle
GOOGLE MY BUSINESS
Sales Stephanie and Steve
Google My Business or GMB, refers to your professional listing on Google. Since it’s the largest internet search tool, it goes without saying that if you want to have an online presence you need to have a GMB account. Agents who focus on their Google business presence see a lot of direct inquiries from potential real estate consumers.
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Who's this best for? MARKETING IDEA
Marketing Mike and Michelle
Blogging
Sales Stephanie and Steve
Blogging is a content strategy that involves writing articles and posting them to your website. Blogs are one of the most powerful ways to rank organically in SEO (search engine optimization). By blogging you are sending signals to the search engines that you are a highly credible authority in your space. Blogging can come in many different forms and is versatile, because you can use that content across many social platforms.
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Pro Tips & Resources Blogging works best when you choose a topic you want to associate your brand with and try to tie it to a geographic area. Here are some successful blog topics that will put you on the map: Sellers Advice...A series of blog tips educating local sellers Buyers Advice...A series of blog tips educating local buyers Foodie Blog...A series of blogs about your favorite local food spots Neighborhood Guide...A series of blogs about the different areas/neighborhoods in your area Local Business Blog...A series of blogs featuring your favorite local establishments The Prospecting Playbook | 64
Who's this best for? MARKETING IDEA
Marketing Mike and Michelle
Vlogging
Sales Stephanie and Steve
A vlog, short for video blog, takes the concept of a blog and puts it into a short-form video series. Video content is gaining traction by the day and agents who are willing to create video content can be very successful in attracting clients. Use the content in the blog section for ideas on what to post.
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Pro Tips & Resources The biggest consideration for vlogging is where to host the content and editing of the content. Some of the best places to host your vlog: A personal website by embedding a series of videos YouTube. Leverage the largest video content platform and set up a YouTube Channel Facebook. Post your videos to Facebook and consider using Facebook Live to up engagement if you are ok going live and not being able to edit your videos. Instagram. Short-form video (under 60 seconds) is gaining major traction on Instagram, so IGTV and Reels are a great option TikTok. A social media platform made for video content that is growing its user base rapidly. The Prospecting Playbook | 65
Who's this best for? MARKETING IDEA
Marketing Mike and Michelle
PODCAST
Sales Stephanie and Steve
Podcasts have gained a lot of traction over the past decade. Podcast platforms, much like what YouTube did for video, allow any user with access to a computer and microphone to create an audio series of content. Many agents have started podcasts as a way to create their authority and presence in their local market.
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Pro Tips & Resources If you are considering a podcast you will want to think through the content and production of your audio series. For content, similar to our blog and vlog recommendations, here are some effective ideas: Sellers Advice...A series of tips educating local sellers Buyers Advice...A series of tips educating local buyers Foodie...A series about your favorite local food spots Neighborhood Guide...A series about the different areas/neighborhoods in your area Local Business...A series featuring your favorite local establishments and interviews with local influencers. Mortgage Advice...Team up with a lender and create a series of financing tips Local Market Insights...Create a series of marketing stats and insights for local homeowners. The Prospecting Playbook | 66
Who's this best for? MARKETING IDEA
RADIO SHOW
Marketing Mike and Michelle Sales Stephanie and Steve
Before podcasts, radio ruled the audio world. To fill air space, many local stations look for informative radio shows. Hosting a local radio series can be another way to get your message out.
Pro Tips & Resources Contact local radio stations to see if they are interested. For content, use the ideas described in the podcast section.
Cost: Skillz: Effort:
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Who's this best for? MARKETING IDEA
KEYNOTE Nothing says authority quite like a public speaking engagement. Many will shy away from this outlet, after all, public speaking is more feared than death in polls! However, there are plenty of events and conferences put on in your area that require great presenters. If you have a knack for public speaking, adding this to your prospecting stool could be lucrative. Bonus: If you are good, you may even get paid to do it!
Cost: Skillz: Effort:
Marketing Mike and Michelle Networking Ned and Nancy
Pro Tips & Resources You will need to pick your speaking topic. Our recommendation is to think about the insider secrets/tips that you can share that would be most beneficial and interesting to an audience. Real estate is an attractive topic; but to be a great speaker, you need to remember you need to be charismatic, interesting, and engaging. Lecture mode won’t get you many speaking engagements. If you are interested in this idea of public speaking and want to sharpen your skillz, we recommend anything by Dr. Carmine Gallo, one of the thought leaders on the art and science of persuasive presentation. Talk Like Ted and The Presentation Secrets of Steve Jobs are wonderful books. The Prospecting Playbook | 68
SECTION 5
ONLINE LEAD GENERATION IDEAS The surge of the internet has brought with it a surge in homebuyers and home sellers doing much of their research online. As a result, an entire industry has evolved in the last two decades to meet consumers in this new digital storefront. Online lead generation is a very effective prospecting activity for many agents. While it can be lucrative, the outlay of resources can be high in the form of expensive lead acquisition or success fees on leads converted. Online leads are often “top of the funnel” as they say, meaning just starting their journey. Agents who want to have success in this arena need to have strong conversion and follow-up skillz. We typically see Sales Steve and Stephanie have the most success with online leads. Marketing Mike and Michelle also like to dabble in this space as the idea of adding a lot of names to a database and using much of the interesting technology built for conversion are intriguing to them. Networking Ned and Nancy should probably steer clear of the online lead space. Your people-orientation is your superpower and working online leads is more about systems, persistence, and follow-up. The following is a list of Online lead prospecting sources.
Who's this best for? ONLINE LEAD GEN IDEA
E-LEADS
Marketing Mike and Michelle Networking Ned and Nancy
Many brokerages or big teams have a lead generation machine that you can tap into. Inquire when interviewing if any lead generation opportunities exist and what the requirements are to be eligible. While this lead source will typically come with a large tax on each transaction, it can be a great way to increase your transaction flow and database.
Cost: Skillz: Effort:
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Who's this best for? ONLINE LEAD GEN IDEA
Marketing Mike and Michelle
BUYER FACEBOOK ADS
Sales Stephanie and Steve
Facebook’s economic engine is the Facebook Ads platform. Using the Facebook Ads platform you can put an ad in front of a targeted group of people. Note: in 2016, under intense pressure for its aggressive ad targeting practices, Facebook made sweeping changes to advertiser’s ability to use their data to target certain individuals. Real estate is a protected advertising category inside Facebook Ads and with that comes restrictions. With that said, Facebook advertising still remains incredibly cost-effective for advertising. Like many advertising channels, the effectiveness of buyer Facebook ads is about creating the right content. It’s also about creating the right offer that a potential homebuyer is willing to accept in exchange for their contact information.
Cost: Skillz: Effort:
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Pro Tips & Resources Some ideas of the most effective content and offers that we see: Information on homes for sale. Simply put, a potential homebuyer will be interested in homes for sale. The strategy that works best is to run an ad for a home, particularly one that’s new to the market or better yet, coming to the market soon, where in order for a buyer to get more information about the home they have to register for it. A list of homes for sale. Advertising a list of homes for sale is a great way to attract homebuyers. Some best practices here include a structure like, “The 5 best homes available in X under $Y.” Facebook created a new product called Dynamic Ads for Real Estate which allows you to pull in a live data feed of listings and automatically create parameters for these lists without you having to do the manual labor. An Authority Asset. An Authority Asset, or “Lead magnet” which is the more generally accepted term in marketing, is a free item of value you create in exchange for a potential customer’s contact information. Authority Assets work wonders and we highly recommend creating one. We have created a whole section on Authority Assets upcoming in this book for inspiration. Facebook ads, it should be noted, are relatively low cost/lead to generate. However, Facebook ads attract “high in the funnel” leads that are often “just browsing” or have some time before they are ready to take action on their real estate purchase. The typical conversion on Facebook leads is around 1%. So in other words, expect to generate and proactively work 100 leads to convert a buyer. While that math may be enough to drive many agents away, it can create a strong ROI for many agents. While Facebook makes it easy to DIY ads. Getting the formula down on what type of ad, creation of the ad, copywriting, and where to send the ad are all very complex and have a direct result of the cost per lead generated. Many agents will look to outsource the process to a digital marketing expert or agency and will want to make sure they invest in a CRM/IDX solution that is optimized for online lead conversion. The good news is that there are plenty of these programs that exist. Some examples: Chime Boomtown Cinc YLopo Curaytor
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Who's this best for? ONLINE LEAD GEN IDEA
Marketing Mike and Michelle
SELLER FACEBOOK ADS
Sales Stephanie and Steve
Much of what we discussed in the previous section applies here, with the main difference being the type of hook, story, and offer that you will make to entice sellers vs buyers.
Pro Tips & Resources Seller leads are notoriously harder and more expensive to convert online. However, there are some proven tactics that work. Here are some content ideas that we have seen be successful for agents looking to attract sellers: Home Valuation. Look no further than Zillow who has built a billion-dollar business around their initial value proposition of being the first real estate portal to offer homeowners and homebuyers a “Zestimate” on their home. The industry has R&D this tactic very successfully and an offer of “What’s my home worth?” is valuable insight sellers are willing to trade information for. Cost: Skillz: Effort:
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Alternative Selling Models. Let’s face it. Selling a home can be painful given all of the steps you must go through. Many sellers are intrigued by alternative solutions to the traditional home sale model. Offering an alternative that offers more ease and more certainty will catch sellers’ attention. Here is a quick list of some successful alternative selling offers being used: Guaranteed Home Sale. In this scenario, an agent offers a program where if the home hasn’t successfully sold after a certain time on the market, the seller has the right to execute a guaranteed buyout. Some agents who are well funded may offer this on their own. There are also brokerages and third-party companies willing to partner with agents to offer the guarantee. This works well because you remove the seller's primary concern of the home not selling, and very rarely have to exercise the buyout because you have a motivated seller. Instant Offer. In this scenario, an all-cash, name your closing date offer is made to the seller so they can avoid the selling process altogether. Many real estate investors have marketed this for decades and recently Zillow, Redfin, Open Door, and OfferPad have built huge businesses around this “I-Buyer” model. Agents have caught on, realizing that an “instant offer” is pretty attractive to any seller. They are partnering with these companies and working to build their own Instant Offer programs. Note: the Instant Offer model works similar to the wholesaling model of the car industry, where the offer to the seller will be below fair market value to make the economics work. Nonetheless, many sellers may not exercise the option but you have clearly identified an interested seller in the process. Buy Before You Sell. This offer removes the pain of the potential “double move” or, in a fast-moving market, the concern of not being able to find something once your home sells. By offering creative financing or even the conversion to a cash offer, there are a bunch of players popping up in this space. Agents can partner with these companies to offer the seller an alternative solution that works as a great offer to attract seller leads. Some companies in this space include (check market availability): Knock Home Swap Homeward Orchard Accept.inc Ribbon
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Who's this best for? ONLINE LEAD GEN IDEA
Marketing Mike and Michelle
BUYER GOOGLE PPC
Sales Stephanie and Steve
Google is the world’s largest search engine, and its monetization is the Google Ads Platform which allows advertisers to buy impressions for certain search phrases that are relative to that advertiser’s product or service through a service commonly known as PPC (Pay Per Click). If you conduct a search, you will notice that the first couple of results feature the word “Ad” next to them before the organic (non-paid) results show up. Using a Pay Per Click Strategy can be an effective way to generate buyer leads. Google PPC leads are considered “lower in the funnel” and higher intent lead than many online leads because a homebuyer is taking the proactive step to search online indicating they are in the process of making a decision.
Pro Tips & Resources While Google PPC can be effective, it is also an easy way to waste money very quickly given the nuances in building an effective PPC strategy for buyers.
Cost: Skillz: Effort:
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The first step in successful PPC campaigns is keyword research. You can use the keyword planner inside Google or the numerous third-party applications that exist. These tools allow you to hone in on the most popular search terms for your product/service so you can pay for the right search terms. The most popular search terms for buyers revolve around online home search, but there are plenty of search terms relating to homebuyer education and resources that can also be powerful. There are hundreds of potential search terms that can put you in front of local homebuyers, but here are some examples of search terms that we have seen in buyer PPC campaigns: Searches related to home search, i,e, “homes for sale in X” or “homes available near me” Searches related to the homebuying process. “How to buy a home” or “Buying my first home” “Homebuyer Checklist” Searches related to mortgage qualification. “Mortgage Pre Approval” “Mortgage Payment calculator” Searches related to relocation. “Best Suburbs to live in X” After your keyword research is complete the next step is to build your campaign inside Google Ads Manager. Here you will enter the search terms, set your budget and timeline, write your ad copy, choose your ad placement, select whom you want to target with your ad, and then choose an objective of the campaign, like generating more clicks to your website or landing page. Lastly, you will want to make sure these objectives are tied to a CRM so that you can convert leads into a database that you can then follow up with. If all of that seems like a lot, that’s because it is! Google PPC can be very effective but because of all of the nuances, we highly encourage you to find a system and/or a digital marketing agency that specializes in PPC campaigns to run the campaign for you. You focus on doing what you do best which is converting the leads once they are there. Having a strong IDX/CRM platform that is optimized for online lead generation is a critical step. The list we referred to in the Facebook section is a great start and here it is again: Chime Boomtown Cinc YLopo Curaytor The Prospecting Playbook | 76
Who's this best for? ONLINE LEAD GEN IDEA
Marketing Mike and Michelle
SELLER GOOGLE PPC
Sales Stephanie and Steve
The previous section on buyer PPC campaigns is all pertinent here with the main difference being that this campaign will focus on search terms that are relevant to home sellers. Because of the higher intent nature of consumers searching online, Google becomes one of the most effective ways to get yourself in front of potential sellers.
Pro Tips & Resources The first note on seller-targeted PPC campaigns is to know that they are extremely valuable and therefore invoke a lot of competition for their search terms. The way Google's ad cost works is an auction-based system meaning that the placement of the ad goes to the advertiser willing to pay the most cost to appear for that search term. When you choose to run a seller campaign on Google, one of your biggest competitors will be the dozens of third-party companies that exist to simply match sellers and agents.
Cost: Skillz: Effort:
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Some examples of companies in this space (we will elaborate on this in the Partner Programs section): Homelight UpNest Dave Ramsey’s ELP Effective Agents Thumbtack The search terms that are effective for sellers are pretty straightforward and revolve around sellers searching for the best agents, brokerages, and resources to sell their homes. Here are some of the search terms that we see in effective seller PPC campaigns: Best Agents. “Top realtors near me” or “Top agents in X” Best Brokerages. “Best real estate company in X” Home Value. “What’s my home worth” Alternative selling models. “How to buy before selling” “sell my home fast” “sell my home without an agent” Selling resources. “how to sell my home fast” “how to get my home ready for sale”
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Who's this best for? ONLINE LEAD GEN IDEA
Marketing Mike and Michelle
BUYER YOUTUBE ADS
Sales Stephanie and Steve
YouTube has become a powerhouse in the advertising world, being the number one site for video content and what people don’t realize is that it’s the number two search portal behind Google. The combination of the desire for video content plus it being a resource of knowledge for consumers makes it a very appealing source for buyer lead generation.
Pro Tips & Resources The main execution of a YouTube ad is referred to as a “pre-roll” ad. These are the ads that come on before the video you plan to watch. An effective YouTube lead generation strategy does require, since it’s a video platform, the creation of video content. This rules a lot of agents out, which in turn makes it an even more effective strategy because of the sheer number of youtube video plays that happen vs. the number of potential ad spots that can be filled. In fact, as of this writing in 2021, there is such a demand to fill advertising spots that YouTube does not charge advertisers for a video watch unless 30-seconds of the video are consumed. Just in terms of pure advertising exposure, this makes Youtube advertising very attractive. Cost: Skillz: Effort:
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YouTube is owned by Google and therefore running an ad on YouTube is done through the Google Ads Platform. When an objective of “video” is selected those ads will be placed on YouTube. Targeting buyers works very similarly to the way it does on Google, where an advertiser selects search terms and the types of video content it wants to advertise on that is relevant to home buyers. The goal of YouTube lead generation is to create an offer in the video that causes the buyer to click the call to action button in or under the video. Therefore a strong call to action will make or break the effectiveness of the ad. Some calls to action that can be effective in a YouTube buyer ad: Home Search. Using a compelling hook for why they should search with you vs Zillow or Redfin and sending them to your IDX/CRM platform to create a free account. Maybe it’s access to coming soon properties, super-fast notifications when homes hit the market, etc. It just needs to be compelling and differentiated enough to buyers or they will stick with devils they know (Zillow and Redfin). Buyer Resources. Offering a free resource relevant to buyers they can download for free. A homebuyer’s guide, checklist, etc. Relocation Resources. Offering a free resource to relocators to your area. Relocation page on your website, relocation checklist, relocation city guide, etc. Home Buyer Seminar. Use an in-person or virtual webinar as a hook to get people to sign up. Video creation is one of the hardest things for most agents to get their heads around. Remember, because its video is why many agents won’t do it, which is precisely the kind of blue ocean opportunity that exists for those who are willing! Our best advice on video creation is to not overthink it. In a split test run by one of our favorite real estate digital marketing agencies, the unproduced/unedited video outperformed the edited/produced video by a large margin. We believe that this represents what attracts people to a site like YouTube, which is the authentic, unproduced nature of the content. So with that said, grab your phone and shoot and ship it!
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There is nothing wrong with producing videos either. If you want to come across with a more polished feel but are the DIY type, you just need a few components: A good camera (the newest phones work just fine with many having 4K options) Video editing software like iMovie, Adobe Premiere, or Final Cut Pro A good microphone. A good Bluetooth microphone option if you are doing a walk and talk video is this one from Sony. Just like with Google PPC, a YouTube campaign has some complexity. While you will want to make sure the video involves you for branding impressions, we highly recommend outsourcing the rest. For the creation of video content, you can partner with a local marketing agency or check out sites like Fiverr or UpWork to find somebody to edit your video. For the actual ad creating and campaign management look for a digital marketing agency to help you with that. Fortunately for you, The Agent(cy) by jg can do just that!
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Who's this best for? ONLINE LEAD GEN IDEA
SELLER YOUTUBE ADS Using YouTube ads to identify home sellers in your area can be a very effective lead generation strategy. Many of the same ideas presented in the buyer section apply here.
Cost:
Marketing Mike and Michelle Sales Stephanie and Steve Networking Nancy and Ned
Pro Tips & Resources A solid seller YouTube strategy involves getting the combination of the targeting and offer right. Some calls to action that can be effective in a YouTube seller ad: Home Value. What is your home worth? Drive them to your AVM (automated valuation model) landing page. Offer a free market analysis. Seller Resources. Offering a free resource relevant to sellers they can download for free. A home sellers guide, checklist, etc. Home Selling Seminar. Use an inperson or virtual webinar as a hook to get people to sign up.
Skillz: Effort:
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ONLINE LEAD GEN IDEA
RETARGETING ADS
Who's this best for? Marketing Mike and Michelle
Retargeting can be a successful online lead generation strategy. The concept of a retargeting ad campaign is to stay in front of consumers who have engaged in your content to create familiarity with your brand so they become more likely to convert to a lead. The easiest way to explain retargeting is to think about the most recent product or service that you researched online and then that product or service seemed to follow you around the internet and social media.
Pro Tips & Resources The first thing to know about retargeting is the science behind how any product or service can “follow you” around. The most common answer to that is with what’s called a tracking pixel. Companies will install a tracking pixel on their company website so they can keep tabs on those people engaging with their stuff. Another common form of retargeting is a social media site keeping track of who and what you engage with. Cost: Skillz: Effort:
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Marketers then use this tracking pixel data to keep their message in front of you so they can keep the product or service you searched top of mind to try and convert you into a purchase. Retargeting ads can be used for real estate agents in the same way. By keeping track of consumers who engage with your content and your online assets you can build a campaign that keeps you top of mind for those consumers all across the internet (through what’s called Network Display Ads) and social media. For the DIY’ers, the first step is to install the tracking pixels from Google and FB Ads onto your website and any other online assets you own. The next step is to build a campaign inside Google or FB ads platform that focuses on the objective of retargeting. Content, as you can see in almost all online lead generation strategies, is critical for retargeting ads. Here are some of the effective content strategies we see in a retargeting lead gen strategy: Homes For Sale. Retargeting people who specifically search for homes or engage in content around homes is a very effective strategy not only for lead conversion but advertising. A list agent can “kill two birds with one stone” by running a retargeting campaign around their listings. They can show the seller great, and innovative, digital marketing by showing them how they are going to put their home in front of active homebuyers online (sellers love this!) and in turn connect your inventory to a potential buyer who may click on your ad and request more info. Market Your Services. Retargeting is a great branding strategy because you are putting your advertisement in front of people who have already engaged with your brand. Therefore running simple “buy with me” or “list with me” ads in a retargeting campaign are straightforward and can be effective. Authority Asset. These lead magnets are meant to pull people deeper into your funnel by getting them to exchange their info for your free offer of value. These work great in a retargeting campaign because you are targeting people, mainly, who have become aware of your brand but maybe not yet raised their hand. The Prospecting Playbook | 84
Who's this best for? ONLINE LEAD GEN IDEA
GOOGLE LOCAL SERVICES
Marketing Mike and Michelle Sales Stephanie and Steve
Google Local Services or “GLS” as the cool kids in advertising call it is the latest attempt for Google to monetize their search platform. Google Local Services is Google’s own attempt to take advantage of the “matchmaker” platforms like HomeAdvisor, ThumbTack, and specifically in real estate like Homelight or UpNest that they have seen build successful businesses.
Pro Tips & Resources A Google Local Services campaign requires that you have a Google My Business page and go through a thorough background check. Once you do so and pass the screening, you can then choose to advertise with Google Local Services. Google will then return you, and any other agents that are screened and paying advertisers, back at the top of real estate-related searches like “top realtors near me” with the Google Certified endorsement. Cost: Skillz: Effort:
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As we write this, GLS is in its early phase but we are incredibly bullish on this lead generation strategy's potential as early adopters are seeing immediate results. This program is straight to the point and allows real estate consumers to reach out to you directly through the platform. If GLS is intriguing to you, one thing to keep in mind is that the number of 5-star reviews on your Google My Business profile is a critical component in why a customer may choose to click on your profile and connect with you. We all know reviews are important but we have noticed that many agents don’t choose to make Google part of their review process and the agents that do get huge gains from it. Pro tip: Google is amazing for new agents because there is no screening process. New agents can quickly have old colleagues, current colleagues, clients, and referral partners to leave them a review about their professional experience in working with you to help bolster your online profile. The process of signing up for GLS isn’t too overwhelming so it ranks high on the DIY scale, but certainly, it’s something that you can outsource. Marketing agencies that focus on Google PPC are quickly building GLS profile setup and budget management into their service offering.
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Who's this best for? ONLINE LEAD GEN IDEA
ZILLOW
Networking Nancy and Ned Sales Stephanie and Steve
You are probably familiar with Zillow at this point. Advertising on Zillow, albeit one of the more costly lead generation strategies, is highly effective for many agents. There are now two ways to partner with Zillow; the traditional premier agent program where you buy a percentage of impressions in a given zip code or the newer success fee program they call Zillow Flex. Zillow Flex, at the time we write this, is rolling out across the country with select brokerages and large-scale teams, where leads are assigned with no upfront costs, and then a referral is paid directly to Zillow at closing for any leads converted.
Pro Tips & Resources Like all other online lead generation strategies, the return on investment comes from having the skills and discipline to follow up and convert leads. Because Zillow leads are usually coming to agents later in the funnel after months of self-directed searching online, they tend to be inquiries on properties and therefore high intent leads. Zillow also knows this and moved to a similar bidding strategy for selling leads knowing that higher converting agents would be willing to pay a higher cost per lead. Cost: Skillz: Effort:
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As a result, Zillow’s cost per lead is very high and it’s important that you have a process for converting these opportunities if you choose to go this route. Here are a few best practices if you hope to maximize ROI: Answer the phone! Those leads are expensive, you can’t let them slip by. This means changing your ringtone so it’s distinct, potentially hiring an ISA, or partnering with colleagues to ensure your answer rate is high. Set the appointment! Zillow’s internal data shows that conversion goes way up after an agent has met a lead in person. As a result, the very best strategy is to get on the phone and book the showing appointment as early in the call as possible. Add value. One of the tricky parts about working with Zillow leads is that they may be using Zillow as a showing service. In other words, they are free agents working with different agents on demand. Your conversion will go way up if you can differentiate your value proposition between that first call and the end of your first showing. Be professional, ask questions, provide answers, show up to the showing appointment with a professional buyer’s packet and prepared market analysis and watch your conversion rate skyrocket!
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Who's this best for? ONLINE LEAD GEN IDEA
PARTNER PROGRAMS
Marketing Mike and Michelle Sales Stephanie and Steve Networking Nancy and Ned
We have referred to partner programs a few times up to this point. In general, partner programs describe third-party companies that have built a platform business model around connecting real estate customers with real estate agents. Many of these companies have built really solid businesses and can be very effective partners to agents looking for more lead opportunities.
Pro Tips & Resources These partner programs have found so much success that there are quite a few in existence. While some have exclusivity by market, many just simply ask for agents to fill out a registration to be in their matching program. One of the easiest ways to identify these programs is to reverse engineer their own lead generation strategies; PPC. They all love the proven keyword strategy we discussed in the seller PPC section.
Cost: Skillz: Effort:
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Search the term “top real estate agents near me” and look at the advertisers, 95% of them will be these partner programs. Go to their websites and register yourself as an agent. Some will require an annual fee. Some will require a referral fee. Some will require both. Make sure you are comfortable with the terms. Here’s a quick list of some of the most popular partner programs: Dave Ramsey’s ELP UpNest Homelight OpCity Zillow Flex OJO Thumbtack Effective Agents Top Agents Ranked 3Best Fast Expert
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SECTION 6
AUTHORITY ASSET IDEAS We have referred to Authority Assets throughout the book at this point and we’ll take this section to expand on some lead-generating ideas around the concept. Our definition of an authority asset is a piece of valuable content you create and give away for free that a potential buyer or seller would be willing to exchange their contact information for. The common marketing terminology for this is a “lead magnet” but we believe that understates the value of this type of asset. We believe it’s about authority. There are so many agents in our business yet it follows the Pareto Principle that 20% of the agents get 80% of the business. Authority is one of the 6 universal laws of persuasion laid out in Robert Cialdini’s seminal book Influence. Once an agent obtains authority in our business, lead generation becomes so much easier because authority signals a brand that can be trusted. Authority can be obtained the hard way by simply selling a lot of real estate. It can also be obtained by sending signals to consumers about your professional credentials and credibility. Think about the medical specialist you are considering undergoing treatment with. If that medical professional has published a book, been published in a medical journal, or is a keynote speaker at conferences, your trust in them immediately goes up, right?
For you DIY’ers, the process of building an authority asset involves access to the right tools/resources. Here’s a list that will help: Content Writing and Editing. You can outsource writing content these days by finding a professional copywriter. Sites like the content company, Upwork, and Fiverr are great resources. Graphic Design. You can build visually stunning authority assets without having a graphic design degree. A platform like Canva offers a ton to DIY’ers. You can even find great Canva lead magnet templates for sale on sites like Creative Market. If Graphic Design isn’t your thing, professional marketplaces like Fiverr, 99Designs and Upwork are great for finding cost-effective designers. Quiz making. There are some great SaaS solutions for making interactive quizzes. We love Interact. Professional Printing. If you have an asset like a guide or book that you want to be published there are some great resources available. Amazon leads the way with its own self-publishing platform or you can check out companies like Lulu or bookbaby. Webinars. Webinar software is now widely available and easy to use. Zoom is the king and very user friendly Once you have put together an effective authority asset. You will want to create a lead generation campaign to proactively promote your asset to potential customers. A well-built campaign will have the following components: Ad Strategy (ie, Google or Facebook Ads Manager) Ad Copy Funnel/Landing Page Builder A software tool like ClickFunnels, LeadPages, or Go HighLevel that allows you to build lead converting “funnels”. Automated Appointment Scheduler A tool like Calendly that automatically allows a client to schedule time on your calendar The Prospecting Playbook | 92
Sales Campaign This is an automated follow-up campaign ideally via email and SMS, that attempts to convert leads that grabbed your authority asset into an appointment Nurture Campaign This is an automated follow-up campaign meant to extend the conversation with leads that grabbed your authority asset to stay top of mind when they finally are ready to make a real estate decision EBlast Tool An automated email marketing platform like MailChimp that makes email follow up easy SMS Tool An automated SMS (text messaging) platform like Twilio that makes text follow up easy If the idea of an authority asset is awesome to you, but all the components are overwhelming...no worries! Our friends at The Agent(cy) have created an awesome solution for helping agents specifically build Authority Assets. It involves brainstorming, creation and all of the software components you need for a full campaign. Give them a look! We have put together a list of effective authority assets to help spur an idea and potentially give you a valuable leg in your prospecting stool.
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Who's this best for? AUTHORITY ASSET IDEA
Marketing Mike and Michelle
SELLER'S GUIDE
Sales Stephanie and Steve
The seller’s guide is a comprehensive overview of the successful selling process. Think of it as your insider’s guide for how you get your clients' successful results. You are simply documenting all the steps of your world-class process and then translating them into a design-friendly PDF that can be downloaded by potential sellers. Bonus: Seller’s Guides are great because they can be printed and given away at marketing consultations, open homes, networking events, or anywhere where you are meeting with potential seller prospects
Pro Tips & Resources Creating a successful seller’s guide requires laying out your successful listing process. One of the common objections we hear when coaching agents to create authority assets is that they are afraid to give away too many of their secrets. Let us tell you, this is scarcity thinking at its finest. Will some of your competitors grab your guide? Sure! Does it matter? Not at all. Be abundant in your thinking. Remember that compensation is simply an echo of value. Be willing to give away a ton of value for free. The universe will richly reward you for it. Cost: Skillz: Effort:
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Here’s a simple outline for a good seller’s guide: 1. Intro 2. Why work with us? a. Authority-Listings stats like market time, sales price to list price, and odds of selling relative to the market b. Empathy-testimonials, reviews, case studies 3. Lay Out Your Process a. Step 1-Prepare b. Step 2-Promote c. Step 3-Present d. Step 4-Protect 4. Resources a. Home prep checklist b. Showing checklist c. Moving checklist Once you have built your seller’s guide you will then want to build advertising, sales, and nurture campaigns to help you convert the asset into leads. Reference the beginning part of this chapter for the tools and resources to make it all come together.
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Who's this best for? AUTHORITY ASSET IDEA
BUYER'S GUIDE
Marketing Mike and Michelle Sales Stephanie and Steve
The seller’s guide is a comprehensive overview of the successful selling process. Think of it as your insider’s guide for how you get your clients' successful results. You are simply documenting all the steps of your world-class process and then translating them into a design-friendly PDF that can be downloaded by potential sellers. Bonus: Seller’s Guides are great because they can be printed and given away at marketing consultations, open homes, networking events, or anywhere where you are meeting with potential seller prospects
Pro Tips & Resources Creating a successful buyer’s guide requires laying out your successful buying process.
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Here’s a simple outline for a good seller’s guide: 1. Intro 2. Why work with us? a. Authority-# of buyers helped, # of multiple offers won, average # of showings per client, etc. b. Empathy-testimonials, reviews, case studies 3. Lay Out Your Process a. Step 1-Preparation b. Step 2-Online Search c. Step 3-Showings d. Step 4-Offers and Negotiation e. Step 5-Getting to closing 4. Resources a. mortgage calculator b. pre-approval checklist c. showing journal d. moving checklist Once you have built your buyer’s guide, you will then want to build an advertising, sales, and nurture campaign to help you convert the asset into leads. Reference the beginning part of this chapter for the tools and resources to make it all come together.
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Who's this best for? AUTHORITY ASSET IDEA
WRITE A BOOK
Marketing Mike and Michelle
Nothing signals authority quite like being an author. Writing a book is an effective lead generation strategy.
Pro Tips & Resources The idea of writing a book is overwhelming to anybody. However, it doesn’t have to be! The first step in writing a book is to think about what kind of clients you are most looking to attract. Do you love working with first-time buyers? Move up sellers? Luxury sellers? Investors? Downsizers? We call this the “hell ya” client profile and use it heavily in our coaching of agents. Thinking about who your ideal customer gives you a great foundation for all of your prospecting activities but is also a great start for figuring out what book to write. Pick a topic that hits the hot buttons of your hell ya client and you will develop an authority asset that is very magnetic. Cost: Skillz: Effort:
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Some ideas to get the brain thinking: For First Time Home Buyers: 3 Secrets for Home Buying Success For First Time Home Sellers: The Savvy Seller’s Guide for Netting Top Dollar for Your Home or Home Seller Secrets For Investors: The Buffett Strategies for Real Estate Investing Once you have a topic, chances are that your natural expertise on how to help your hell ya client succeed just comes naturally to you. Create an outline of the process and then start writing. You will be amazed how much content is sitting at your fingertips. If you don’t want to write the book, there is this amazing resource called Ghostwriters who will do it for you! Sites like Fiverr and Upwork have a whole bunch of Ghostwriters who will write a book for you at a reasonable fee. If design and editing are not your things, these same resources will help you find somebody to proofread, edit, design a cover and layout. In today’s day and age, you don't have to score a publishing deal to put your book on the shelf. You can easily self-publish and find a company to professionally print physical books if you would like that as a resource. If you want an audiobook, again, you can have somebody professionally read and produce a version for Audible. We recommend giving away a digital version of the book for free. Offering a physical book option for free but having them handle shipping and handling (which will cover your costs) and then if they are an audiobook fan sending them to a paid link where they can download on Audible for one of their credits and you can make a little bit of money!
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Who's this best for? AUTHORITY ASSET IDEA
Marketing Mike and Michelle
WRITE A PDF Nothing signals authority quite like being an author. Writing a book is an effective lead generation strategy.
Pro Tips & Resources Some Common Types of PDFs to consider are worksheets, checklists, and workbooks. A worksheet is more activity-based and helps your leads keep track of something. Some good examples: Rental property analysis worksheet Property comparison worksheet Seller’s Net Sheet
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A checklist helps your lead prepare or keep track of important tasks. Some good examples: Moving Checklist Property Preparation Checklist Preparing for Showings Checklist Buyer Property Review Checklist Investor Checklist A workbook can act as a more comprehensive PDF that combines the concepts of guides, worksheets, and checklists into one. For DIY’ers, the creation of PDFs is fairly easy. For starters, many great agents have already built resources like these to provide a great client experience so it is just a matter of turning it into a lead generator. Using a DIY design tool, we love Canva, makes it easy to design your PDF. You can also find a lot of great prebuilt PDF templates on Canva and Creative Market. For those looking to outsource, Fiverr, UpWork, and 99Designs are great places to find people to help bring your content idea to life.
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Who's this best for? ONLINE LEAD GEN IDEA
CITY/ NEIGHBORHOOD GUIDE A city or neighborhood guide is an excellent lead generator. A city or neighborhood guide puts all the useful information about an area at the lead’s fingertips. This adds tremendous value because they don’t have to curate their own research and it also positions you as the authority in the market you want to serve.
Pro Tips & Resources Building a great city or neighborhood guide involves bringing together some key aspects that give a lead a feel for what it is like to live in a certain area and Cost:
Marketing Mike and Michelle
also highlights the differences from one city or neighborhood to the next... A great city/neighborhood guide may include: A city/neighborhood description of the vibe of an area. Dining Recommendations and insights Entertain and Nightlife recommendations and insights Park and Recreation offerings School District Information DIY’ers check out Canva for design If you are looking to outsource, look no further than Fiverr, Upwork, or 99designs.
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Who's this best for? AUTHORITY ASSET IDEA
MARKET REPORT
Marketing Mike and Michelle
There are many analytical real estate clients, and if you are too, a Market Report is a very effective tool for sharing marketing insight.
Pro Tips & Resources The first route to creating a market report is to utilize one of the many automated market report tools out there. As we mentioned in the flow section, many of the real estate IDX/CRM platforms out there offer this product in their suite. If you wanted to splurge and get a very detailed automated report, we love Altos Research software platform. While that route is certainly easy, they are available to agents en masse so it may be hard to differentiate your automated market report offering from others. The second route is to consider creating your own branded market report. Going this route is not as simple as the automated report, but when done right, will help associate your name with the bespoke report you have created for your market area. Cost: Skillz: Effort:
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In this style of market report, you will grab the raw data, usually from your MLS, and create your own charts and graphs putting them together in a way that shows you truly are the real estate professional in the market you serve. Regardless of the type of report you create, we highly recommend taking the time to turn it into a content asset. Creating a video where you simply record your screen and run through the analysis and your interpretation of the data makes for valuable content to share and goes a long way to differentiating you as the local knowledge broker.
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Who's this best for? Marketing Mike and Michelle AUTHORITY ASSET IDEA
Sales Stephanie and Steve
WEBINARS
Networking Nancy and Ned
Webinars have been very popular for over a decade now, but their popularity was drastically accelerated by the covid-19 pandemic as many late adopters were forced to adopt virtual meeting software platforms. Webinars are the virtual form of educational events/seminars we talked about in the sales idea section. All of the same concepts apply, just in a virtual world. The beauty of webinars is that they are scalable, more convenient than in-person events, and can be very effective so long as the content you create is intriguing to your ideal client.
Pro Tips & Resources For content ideas see the educational events/seminars section in the sales idea section. To execute a great webinar you will need to follow those same steps while adding in a strong webinar platform. Cost: Skillz: Effort:
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At the time of writing this, Zoom is the go-to webinar platform, first because it is widely adopted and second it has a simple built-in function for creating webinars. There are webinar-specific platforms that exist, but in our experience, the pro features are overkill given your objective is to create a registration, share your screen and go live, and then follow up with registrants with a recording of the webinar. We love webinars because consumers are getting wiser to the art of a webinar, and even if they can’t attend the live event, will sign up to receive a recording to consume their time. The other benefit of webinars is that you can master the content and do them weekly to really ratchet their success. If you are interested in the power of webinars as a prospecting activity, we highly recommend Expert Secrets by Russell Brunson. Considered one of the foremost experts in digital marketing, a section in the book is titled the “perfect webinar” and lays out the exact steps to take to create a successful webinar strategy.
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Who's this best for? Marketing Mike and Michelle AUTHORITY ASSET IDEA
Quiz
Networking Nancy and Ned
We all like to scratch our curiosity itch. And who doesn’t want to know what our superpower is or what celebrity we are most like? Playing on the power of BuzzFeedstyle personality quiz, coming up with your own quiz can make for a very powerful lead generator.
Pro Tips & Resources The first thing to think about in creating a quiz is to think about what type of question would make people curious enough to take in exchange for their contact information. More specifically, how do you create a quiz that attracts your ideal client? We have seen some very successful quizzes in the real estate space and they generally revolve around two main pillars: 1. Some type of curiosity hook. Playing on the idea of personality profiles or assessments generates a strong attraction. Cost: Skillz: Effort:
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2. Real Estate! Great news, real estate is something that hits almost everybody’s curiosity hook so we just have to lean into that when developing a quiz. Here are some great ideas for potential quizzes: Matchmaker (Personality Style Quiz) Which neighborhood matches your vibe? Which suburb is best for you? Real Estate Assessment Are you ready to become a real estate investor? Will your home sell quickly? Are you ready to buy a home this year? Are you a savvy seller? Once you have an idea for a quiz, you will need to build it. The great news is that quizzes have become so popular that many software options exist specifically for building them. Some of the most popular ones to research include Interact, Typeform, LeadQuizzes, and Quizitri. We personally use Interact when building quizzes for agents and really enjoy the ease of use and robust features.
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SECTION 7
NETWORKING IDEAS The last pillar of prospecting activities we will discuss is networking. Networking, defined as the act or process of interacting with others to exchange information and develop professional or social contacts, takes on many forms and can be incredibly effective in helping agents grow their business. Some of you have the prospecting persona of Networking Ned and Nancy. You thrive on interaction. You are a social, extroverted creature. You love meeting people and connecting with them. The beauty of real estate is that it is a contact sport and the more people you make contact with, the more success you will have. In many cases, the networking that you do is just a natural part of your natural desire to connect with people and create community. Being thoughtful about how and with whom you connect with on a daily basis can be a natural boon for your business, and in many cases, hardly feel like work at times.
We make reference to this several times in the following networking activity ideas, but it bears a general comment here. Networking follows the law of reciprocity. In other words, you get in proportion to what you give. Viewing any networking as a simple means to a prospecting end will leave that activity relatively hollow and ineffective. On the other hand, networking that revolves around more altruistic values like authentic connection, philanthropy, and service will fill your personal cup with a nice side effect of potential business relationships. Quality real estate brokers offer so much value because at the core of what you do, you solve problems, figure things out, and put people first. Use these superpowers to add value to the people, organizations, and communities you involve yourself with. Be less concerned about the value you receive and more concerned about the value you can provide. Over time, these activities will become a pillar in your business and it will hardly feel like “work”.
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Who's this best for? Networking Ideas
Employee Appreciation Events
Marketing Mike and Michelle Networking Nancy and Ned
Employee appreciation events can be a fabulous way to show gratitude for the role that certain organizations play in your community as well as a great way to meet new people. It is important to go into these situations with a mindset of service and the heart of a gogiver. Reach out to local organizations, schools, etc with the intention of adding value or simply showing your gratitude. Here’s a couple of great examples: Catering lunch Hosting a happy hour Dropping off a thoughtful pop by. Recognition and Awards
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Who's this best for? Marketing Mike and Michelle Networking Ideas
PTA
Networking Nancy and Ned
Parent-teacher associations are a great way to stay interactive with your children's education. A lot of parents find purpose in serving on this level. It is also a great way to get to know the other parents and stay in contact with them, building relationships that last a lifetime.
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Who's this best for? Networking Ideas
Country Club
Marketing Mike and Michelle Networking Nancy and Ned
Country Clubs have been around for centuries offering private membership to enjoy the amenities of the club. While any of the typical country clubs focus on the game of golf, but have evolved over the years to offer a variety of activities such as swimming, tennis, pickle ball, and simply just social options to its members. In urban areas, athletic clubs are common. The country club has gotten a modern twist in recent decades with private memberships to social clubs with amenities like restaurants, bars, pools, yoga and spin studios, etc. Regardless of the type of club, a private membership affords you to enjoy some of the trappings of the lucrative potential and flexibility that comes from a successful real estate business. It also affords you the opportunity to connect with other members in an intimate setting that share a lot of similarities in terms of where they live, their demographics and their interests. While this may be the most expensive networking prospecting activity it can also be very strategic for those looking to cater to the higher end of their local real estate market. Cost: Skillz: Effort:
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Who's this best for? Marketing Mike and Michelle Networking Ideas
Neighborhood Involvement
Networking Nancy and Ned
There are a lot of ways to get involved in your neighborhood. The value and payoff is tremendous personally, but can also be helpful professionally. After all, any business growth has a direct relationship to the growth of your sphere. The bonus of neighborhood prospecting is that it grows your business right in your backyard; A place where you can certainly be the expert while also leveraging your precious time. Here are a few great examples of ways to get involved: Neighborhood watch HOA board Becoming a crossing guard Social committee Welcome committee
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Who's this best for? Networking Ideas
Play Dates
Marketing Mike and Michelle Networking Nancy and Ned
Happy kids make happy parents. After all, a large portion of Realtors are parents that chose this career path, so that they could have a fulfilling and lucrative career while still having the flexibility to be present with their kids. The coolest thing about this business is that we can often grow our business while living our lives and filling our own cups. Play dates are just one option for this. One of the great things about being intentional about using play dates in your prospecting stool is that it puts you in front of people just like you. The liking principle, one of the key factors in persuasion, states that people are simply more likely to do business with people that are like them. If you are targeting first-time or move-up buyers, this is a great place to start.
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Who's this best for? Marketing Mike and Michelle Networking Ideas
Chamber of Commerce
Networking Nancy and Ned
A chamber of commerce is a local non for profit organization that is focused on bettering the interests of local businesses. They host fundraisers for the community and to keep the Chamber operating. Local turkey trots, beer fests, golf outings and wine events are often hosted by the Chamber and committees are formed for the planning of each one. The committees are where you build relationships and provide value to the groups. Volunteering at the events is also a rewarding way to meet people and strengthen relationships. Supporting these events financially is a great way to market your business. Joining a Chamber is a pretty common practice of many new agents who see the value in connecting with other local business owners and professionals. While it can be effective, there is a right way and a wrong way to get the highest impact out of your involvement. Most people join a Chamber of Commerce looking for immediate referrals and results. We would caution you on that mindset. It’s a great place to serve, market, participate, give back and build relationships. The marketing that happens as a result of your efforts with the Chamber will certainly help with branding and getting your name out there. In our business especially, this kind of networking takes time. The referrals will come in time, but this is not a fast solution. Cost: Skillz: Effort:
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Who's this best for? Marketing Mike and Michelle Networking Ideas
Service Clubs
Networking Nancy and Ned
Service clubs are common in just about every town, combining a strong philanthropic mission with the benefits of social belonging. We love service groups because in true go-giver fashion, they center around service first. Ironically, many service groups were actually formed as networking groups but evolved to be service first. Just as we mentioned in many of the networking ideas, we caution you to consider joining a service club for the sole purpose of networking. Lead with value and service and over time genuine connections will be formed and a potentially lucrative well of business could come your way. Do not expect to get results right away, be ready to play the long game with a service club. There are many service clubs available and we encourage you to do your research and find one that has a service mission that most closely aligns with your personal values. The number of service groups is large, but here are some of the major ones to get the wheels turning: Rotary Club Moose International Lions Club Knights of Columbus Kiwanis International American Legion Cost: Skillz: Effort:
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Who's this best for? Marketing Mike and Michelle Networking Ideas
Alumni Association
Networking Nancy and Ned
If you have pride for the school you graduated from, chances are there are a lot of people that you can bond with. All colleges and many high schools offer a way to keep a connection with their school and fellow alumni through alumni associations. Alumni associations offer many social events centering around homecoming, the school's athletic events, and annual receptions. Many alumni associations for larger schools have local chapters allowing you to connect with local alumni.
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Who's this best for? Marketing Mike and Michelle Networking Ideas
Classes
Networking Nancy and Ned
One of our favorite things about this business is how many opportunities you can create by just living your life and doing what you love. Have you ever counted how many people you come across in a day? We encourage you to scratch your itch, reconnect with your favorite hobbies or try new things. Classes create a sense of community and camaraderie bonding over similar interests that can be very authentic ways to connect with people. Here are some great examples: Dog training Fitness Cooking Crafting
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Who's this best for? Marketing Mike and Michelle Networking Ideas
Meet Ups
Networking Nancy and Ned
A relatively new concept, meetups are an organized local gathering of people with shared interests. Meetups are a great way to connect with people who share your passion and interests. A great resource, meetup.com, is an incredibly successful platform that makes creating or finding a local meetup easy. Social networks are another great place to find meetups.
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Who's this best for? Marketing Mike and Michelle Networking Ideas
Side Hustle
Networking Nancy and Ned
While there is nothing wrong with doing real estate as a part-time profession or a side hustle. We fundamentally believe that success in real estate starts with treating it like a full-time career. With that off our chest, we also recognize that the DNA of a successful real estate agent looks a lot like that of a successful entrepreneur. We have watched many successful real estate agents leverage their careers to start exciting and lucrative side-hustles. Those sidehustles can also reinforce your real estate business. Additionally, a side-hustle may be necessary for many agents as they try and navigate those first several lean years of generating income while their business is developing. If a side-hustle is necessary for you or you just can’t fight your entrepreneurial DNA, we recommend thinking strategically about the side-hustle you choose. Select one that will reinforce your real estate business. Here are some great examples: MLM’s (multi-level marketing companies) Part-time job Side business
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Who's this best for? Marketing Mike and Michelle Networking Ideas
Volunteering
Networking Nancy and Ned
Have you ever had that urge to give more of your time or talents to a cause that means a lot to you? Most people do. Another beautiful thing about a real estate career is that you have the flexibility to give back freely with the added benefit that volunteering can be a great way to connect with more people. Pick a cause you are very passionate about so the mission of service comes first and you can authentically connect with people and bond over shared values.
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Who's this best for? Marketing Mike and Michelle Networking Ideas
Fitness Communities
Networking Nancy and Ned Sales Steve and Stephanie
Fitness communities offer a great way to stay active and connect with people, another great perk of your real estate career. We highly encourage you to find a health community that centers around your passion and interests. If you aren’t sure what that is we recommend a sampling period, try a bunch of new things! Fitness communities are very powerful because the bond of community is very strong inside these communities with individual members working together and pushing each other to get better and stronger. Here are a few great examples of intentional fitness communities that can be solid prospecting activities: Crossfit Sports leagues (basketball, vball, softball, etc) Yoga Pilates
Cycling Swimming Martial Arts
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