“If you want your employees to deliver remarkable experiences, you have to expose them to what a remarkable experience looks like.”
In this episode of Over a Pint, Andrew sits down with Joey Coleman, author of Never Lose a Customer Again, to discuss client relationships and elite customer service.
Starting as a Criminal Defence Lawyer, Joey gained an in-depth understanding of why humans do what they do and how we can influence them to do what we’d like them to do.
Joey then went on to be a business consultant, teaching students at the postgraduate level, running a promotional products company and an ad agency, and being a full-time speaker, writer and consultant on all things customer and employee experience.
Joey has an innate interest in human beings and the experiences that we create for people, whether that’s in a courtroom, pitching an ad or selling a home, the experiences that we create dramatically influence how people feel about us, how they think about us and how they talk about us. Using these factors, Joey has pieced together his experience and interactions over the years in a variety of different careers to create a formula and methodology for creating remarkable experiences that keep your customers coming back for more.
Does automation take away from the customer experience?
Automaton is not bad or good. From a business owner’s point of view, or from a salesperson point of view or a real estate agent point of view, there are some real benefits to automation. It allows you to serve more people in a shorter amount of time or at the same time. The problem is when automation does two things, it diminishes personalization or eliminates personalization. When automation is not done transparently, you can make your customer or your prospect or your lead feel less than personally connected to you, which will have a long-term detrimental effect on your business, on your operations, on your goals, on whatever you’re trying to accomplish.
If we use automation to increase our response time, I think automation can be incredibly useful. In terms of transparency, a chatbot should immediately identify itself as a chatbot and a robot, so there’s no illusion of what’s happening, and the customer can accurately manage their expectations. It’s also essential to have a human checking in on conversations and responding before the individual escalates out of it.
Combining automation with personalization is the key!
How much personality and fun can you include on your website? Where is the balance between fun and business?
The research shows that websites with a personal spirit, a personal voice, convert exponentially better than those who are “professional.” Your website should become a character of yourself and accurately capture your spirit. Also, your team should have a bio page on the website that includes their photo and a description of what they do professionally as well as some highlights of what they do personally.
Sharing this type of information allows the viewer to make a personal and emotional connection to your business. The more personal information we share with our prospects and with our customers, the more connection we’ll be able to create.
What are the biggest mistakes businesses make when it comes to customer service?
Saying that they care about customer experience and customer service, but none of their company structures are indicative of that care.
Putting too much emphasis on gaining new customers and not allocating any money to create remarkable experiences for current customers.
How to get your team in the mind-set to provide excellent service
Well, if your team doesn’t know what excellent service looks like, they won’t be able to provide it.
The biggest problem with getting employees to deliver remarkable customer experiences is twofold. Number one, they’ve never had a remarkable customer experience. Number two, the experience they’re having as an employee of that organization is anything but remarkable. If you want your employees to take care of your customers, you have to take care of your employees. If you want your employees to deliver remarkable experiences, you have to expose them to what a remarkable experience looks like. It’s that simple, but it’s not easy.
Should you brand gifts you sent to clients?
If the item has your logo on it, it’s not a gift. It’s a promotional product. It’s a marketing tool. I’m not against promotional products. I’m not against marketing tools, but let’s stop diluting ourselves to think that it’s a gift.
Instead, I like the idea of giving a present that is so thoughtful. That is so carefully conceived that it lets the recipient know that you were paying attention. Even when they thought you weren’t paying attention, you’ve observed something. You’ve investigated something. You’ve paid attention to know that something would really move the dial.
How to know if you’re sending too much information or over-communicating with a client
So many entrepreneurs, in my experience, flood their new customers with information. Recently working with a coaching client, we found that in the first 30 days, they sent 78 pieces of content, and their target market felt overwhelmed.
It’s important to look at the communications you’re having and give your audience time to breathe between communications.
What’s the difference between client reviews and feedback?
Reviews and feedback are two separate, yet similar things. Often, businesses confuse whether it’s more important to go after the review or go after the feedback. I would say it’s first and foremost important to go after the feedback because the feedback is a real-time evaluator on how you’re doing on delivering a great experience to your customers.
Joey’s book is called ‘Never Lose a Customer Again,’ and it’s available in hardcover and as an e-book. Joey also has a podcast where he discusses all things customer relationships and experience.
You can also visit joeycoleman.com to connect with Joey or download a free starter kit to show you how to implement remarkable experiences in your business.
Got any topics you’d like us to cover in a future episode or a guest you’d like us to sit down with? Let us know in the comments below! You can also reach us on Facebook and Instagram.
Many REALTORS run ad campaigns to get online leads and make this one simple mistake that can cost them a lot of money in the long run.
When a person opts to receive something of value from you, whether it’s information on a listing, a free home valuation, a buying/selling guide, etc.… they want something from you to become an online lead.
The majority of real estate agents, if they even have a thank you page, say, “Thanks, we’ll be in touch” or some equally dull language that ends the process right there.
Guess what? This is just the START of your relationship with this person. Don’t just leave them sitting there alone after they expressed interest. Keep being awesome.
You can set the tone for your relationship going forward, tell them what to expect, show off your personality, and have a little fun with it even!
Side Note: Personality is the most significant thing missing from 99% of real estate marketing. I’ve been in the real estate industry long enough, and I know you guys have it, so show it off!
The Double Dip Offer for Online Leads
“You double-dipped the chip. You took a chip, had a bite, then dipped it again”.
The Double Dip Offer allows you to offer them something of value related to what they just did.
As I mentioned in this post about real estate seller ads, I only call it a Double Dip Offer because I’m a big Seinfeld fan.
George Costanza is arguably the best sitcom character of all time. The 🐐 if you will.
Here’s how it works. Let’s pretend the person opted-in on an ad about getting a list of homes for sale that matches their criteria. Right there, you have a couple key pieces of information.
They want to buy a home and depending on how you structured your ad about the type of home, you even know the price point and type of home they’re looking for.
What type of home did you offer them a list of? If it’s a move-up home then you also know they probably need to sell their current home to get it. So let’s take advantage of this and turn this buyer lead also into a seller lead.
On the thank you page or even the thank you screen of a Facebook Lead Ad Form you can say “Your list of homes will be in your inbox
shortly,” then follow it up with “Do you need to sell your current home to buy your next one? Click below to find out what you would get if you were to sell your current home.” then change the button from “View Website” to “Order Custom Home Valuation Report,” then it just forwards them to your home value landing page.
They opt-in to that landing page? Send them to a page about downloading a guide on how to prepare their home for sale. They opt-in to that? Send them to another piece of value.
Overwhelm them with great value. Show how much you’re willing to do for them for free, imagine if they hired you!
Run out of ideas of things to have them opt-in to again? Send them to client testimonials or the search listings pages of your website and let them take it from there.
Double, triple, even quadruple dip. Just go elbow deep right into that dip.
Every time someone opts in to become an online lead, it shows how much better of a lead they are and gives you even more information about them when you follow up.
Pro Tip: If you’re sending them something and it’s going to arrive in their inbox automatically, set it to delay sending. If the form you’re asking them to fill out would take 5 minutes, have the email arrive 7 minutes later, so they don’t leave the page to check the new mail.
On top of that, you can double down on the double-dip (Wait, does that count as quadrupling down? I don’t know, math isn’t an exact science) and run Facebook ads to people who made it that far to get the double-dip offer if they don’t opt-in.
You can treat your Facebook ads like a drip campaign, just like you can with email. It’s just a little more complicated to set up, but once you do, it’s a beautiful thing.
Am I weird for thinking a Facebook ad is a beautiful thing? Nope, I think it’s normal. It IS a beautiful thing.
The Godfather Offer
I’m going to come clean; I didn’t come up with the Godfather. Not my idea at all. It comes from one of the top Facebook advertisers out there at generating online leads, Nicholas Kusmich. One of those online marketing experts who actually knows what he’s talking about.
He introduced me to the idea of the Godfather offer. Why is it called the Godfather offer? Pretty sure he’s a fan of that movie. I’m sensing a trend here.
What does everyone want to know about the leads they’re generating? It’s simple. They want to know who is looking to buy or sell in the next 30-90 days. Those hot leads that are ready to go.
Those leads that make you believe again. That make the sunshine a little brighter and you high five Karen in your office because you just found that beautiful, ready to go customer and don’t care about the fact that Karen keeps stealing your coffee pods.
Instead of calling them all and trying to find that little slice of heaven, have them put their own hands up. We do that with the Godfather offer by making them an offer they can’t refuse.
If someone was thinking of selling their home very soon, what could you offer them that would make them put their hand up and be like “YES! I want that! LET” S DO THIS!!! AAHHHHH!!!”
Here’s how it works; they opt-in to your “what’s my home worth” campaign, or another similar offer to become an online lead, and you say:
“Thank you. Your home value report will be in your inbox in about 10 minutes, thanks to the magic of email automation!”
“Are you planning on selling your home soon? We have a special offer just for you!
If you book a call with our team about selling your home by clicking below we’ll give you everything you see here to get your home sold faster:
HD Photos (The two HD letters are important, we’ve actually seen an increase in conversion just by adding those two little letters)
HD Video Walkthrough Tour
3D Dollhouse Tour (Don’t say Matterport, the consumer doesn’t know what a Matterport Tour is)
Staging or Staging Consultation
Send cleaners to your home before it hits the market
And whatever other great pieces of service you’re offering your seller clients.”
Here’s the beauty of the Godfather Offer, for the most part, you do not need to offer any more than you already offer every single client. You just need to write it all down and show them how much they’re getting.
You can certainly offer more, and there’s no reason you can’t. We’ve seen everything from cash back, reduced commission, and anything else you can think of. It’s your business. Just think about everything you can realistically offer, then offer it.
My personal recommendation is to run it at the beginning with the things you’re already offering everyone.
We’ve seen opt-in rates on those between 2-19% – the 2%, and the entire Godfather offer was just “HD Photos.”
That means that anywhere from 2-19% of the leads could potentially put up their hand and say “Yes, I’ll take that offer! Let’s talk about listing our home!”
The thank-you page is such a powerful tool that so many overlook. Whether its a double-dip offer or the more direct godfather offer, use the page to provide even more value to your potential customers.
Make sure to repeat the offers in your follow up email and retargeted Facebook ads. This way, you can make sure they see it!
Thanks for reading this post!
Do you want to start getting better results from your online marketing? If you book a 15-minute call with me about how we can do it, I’ll even waive your entire set up fee. That’s right. I’m Godfather offering this blog post 🤯.
Is that like an Inception level Godfather offer?
Ok, enough movie references. Get out there and just sell homes!
Have you ever run a Facebook real estate ad that just hasn’t performed?
Facebook ads for real estate agents are both the best and worst thing to ever happen to the industry.
How specific you can get with your messaging, targeting, and offers is incredible, but it’s also a huge platform that can take a long time to master. It’s not until you start diving deep into it that you realize just how many options are available.
The overwhelming options cause many to abandon campaigns that might otherwise have been saved. We like to look at Facebook as if you were mining for gold. Gold miners don’t just dig in one spot for a day and then leave. They exhaust their options before abandoning an area.
They spread out continually looking to find a significant deposit of gold, and when they find one, all of the gold miners rush to that area until all the gold is gone. We’ll call that a “gold rush.” A completely original term we’re going to coin here at Just Sell Homes.
With a little marketing power behind it, I think gold rush could really stick. I’m on to something! It’s catchy.
When you find an ad that really hits, think like a gold rush, start pushing your resources to that ad as long as it’s producing. When it starts to dry up, move on. Don’t get emotionally attached to an ad that used to bring in a lot of business. Start looking for the next one.
Finding that perfect ad or sequence of ads takes time and just because an ad you launched isn’t working right now doesn’t mean it will never work. Test, tweak, change, etc.…
As Frank Kern so famously said, “There’s a technical term when a new campaign works the first time out of the gate, it’s called a f***ing miracle.”
So let’s dive into what you need to do to fix an ad that isn’t getting the results you’re happy with.
When Your Facebook Ad Doesn’t Perform; First Check the Image.
The image or video you use is what gets people to stop and look at your ad. It has the single most significant impact on how well your ad performs.
Every time an ad doesn’t work, the first thing we look at is the creative.
Is it scroll stopping? Will people scrolling through Facebook or Instagram be made to stop and look because they’re curious? If the answer is no, then you need to change it.
Find an image, or the beginning of a video, that makes people want to stop and see what’s going on. You only have a very short window to capture their attention, so make it count!
This could be with bright, bold colours, something that stands out to them like a recognizable landmark, “Hey, that’s around the corner from me,” or photos of people that look like someone they would know.
That’s why a photo of a seller holding a sold rider in front of their home almost always outperforms a picture of the house with fancy sold graphics on it. When someone is holding a sold rider, more people stop to see WHO it is and if they know them. Fancy graphics are an indicator it’s an ad, and they’re more likely to keep scrolling.
Before you change anything, change the image.
Does Your Copy Speak To Your Ideal Prospect?
You have a great image that captures attention and stops that scroll. You’re confident the image is not the issue. What’s next?
The copy. The words you put on the screen. Are you giving them a reason to take the action you want them to take? A lot of real estate ads include things like “Call me if you want to buy, sell, or invest.”
There’s nothing in that type of language that speaks to a pain point or stressor or honestly answers the “What’s in it for me?” angle. They can call any real estate agent for help, why should they call you specifically?
If you’re offering a home value report, why should they get it from you? What are you offering that is of interest to them?
You can also use your copy to encourage more of your ideal prospects to reach out. For example, make sure to talk about selling your home from the outset with a home value report.
You want people to reach out who are thinking about selling their home, not just because they’re curious about what their home is worth. Use the copy to speak to them, tell them what they’re getting, why they should get it, and what to expect once they opt-in.
Are You Targeting Your Facebook Ad To The Right People?
The perfect creative and copy are meaningless if they’re not being shown to the right people. You could find the ideal image that gets people stopping, copy that eloquently explains how if they opt-in you’ll review their real estate investment portfolio and how you can help improve it.
You’ll have good statistics on cap rates and ROI, and relatable anecdotes an investor would relate to.
Guess what? If that gets shown to someone who isn’t an investor, you just wasted that “perfect” ad.
Your ad needs to speak to the people you’re picking in your targeting, or it’s useless. Imagine trying to sell a $20,000,000 property to someone who can’t even qualify for a loan on a car? You need to put your ads in front of the right people.
Facebook ad targeting is a huge topic of conversation, and we’ll be putting out a lot more content on this topic.
Did You Pick The Right Campaign Objective?
You have a great ad, and it is still not where you want it. It’s possible you picked the wrong campaign objective at the beginning.
If you want people to become leads for your real estate business and you picked video views as the objective, then Facebook is not optimizing your ad for lead generation. They’re optimizing it for people to watch the video in the ad.
If you want people to take a specific action, you have to tell Facebook what that is so they can optimize for it. With all the data Facebook has on us, they know who is likely to opt-in to your Facebook ad and who isn’t.
Lastly, has one of your ads that previously worked for a while dropped off? It could be a good time to recreate it with a different campaign objective to get it in front of new people. This option is usually the last resort before just pausing that ad and letting it sit for a while until you bring it back.
If you have underperforming ads and want to get a free review of your existing ads with me, we’re happy to jump on Zoom screen share and take a look. (I’m Andrew Fogliato by the way, the guy who coined the term gold rush, so if that doesn’t tell you enough, I don’t know what will)
Our words will never be able to do justice to the challenges and discrimination Black REALTORS deal with on a daily basis.
In this episode of Over A Pint, we invited four members of the Black REALTOR community in Canada to discuss and share their experiences.One of the most important things we can do right now is educate ourselves and listen.
Imagine crafting the perfect seller ads. Seller ads that bring in new listings. Inquiry after inquiry, contract after contract. Your GCI grows and you have the real estate business you’ve always wanted. It feels like a cool breeze up your shorts on a warm summers day.
That perfect ad doesn’t really exist. You need a series of seller ads. You need to test different seller ads to see which one works best in your neighbourhood. Then you need back up seller ad campaigns for when one starts being less effective and needs to be paused for a bit.
Then you need to get better at learning how to convert more leads.
This post is going to focus on the different ways to generate listing leads with many of the different seller ads you could potentially run. This is focusing specifically on paid Facebook seller ad campaigns. There’s way more strategy involved when you take into account all your marketing channels and options.
The OG Seller Ad: What’s My Home Worth?
Get your free home evaluation! Arguably the most overused seller ad in real estate, right ahead of “oh by the way, I’m never too busy for your referral”.
With that being said, the reason its the most popular seller ad is that it actually has worked really well. Some markets its so overdone by so many people that if doesn’t work nearly as well anymore. It’s worth testing in every single market though. There’s some we’ve seen it be a bust and some its pulling in seller leads that includes name, email, phone number, and address for under $3 per. On the flip side, some markets we’ve seen those numbers be over $40 per lead.
When crafting our home value ads we actually like to take a different approach. We move away from automated valuations towards personalized ones. We use it to establish that you’re a local expert giving them an accurate depiction of not their home value but what they could get if they were to sell their home today.
We focus the language heavily on what their home would get if they were to sell instead of just a free home evaluation. The shift in language attracts less of the “just curious” and more of those who want to know their homes value if they sold it.The more you approach it from the angle of “Are you thinking of selling?” or “Want to find out what your home would get if you put it on the market today?” attracts more of the right kind of lead.
The copy in a seller ad can help eliminate the wrong prospects before they ever opt in. It can help with targeting your ads to the right person just as much as the targeting you actually pick in the Facebook Ads Manager when building the ad.
We’ve tested landing pages for home worth campaigns and Facebook Lead Ads instead and we’ve found a better cost per lead most of the time with Facebook Lead Ads. We recommend testing both. The downside of a lead ad is if you do want to have it send an automated value to the prospect without you having to do anything. A landing page can make that process a lot easier for you.
If you want to generate more listing leads with seller focused ads its always worth testing if you haven’t yet a home value campaign.
Old Faithful: The PDF Guide Download
The very first client we ever had here at Just Sell Homes, and many who have come since, have said “I don’t want buyer leads, I just want more listings, so what seller ads can we run?” I didn’t want to just do a home value campaign because they had tried them many times in the past. So we sent out a survey to 100 of their past clients with a series of questions about what caused them stress, what mattered to them, etc… during the process.
The results were interesting. 70% of the responses were NOT about value of their home. It was about the stress around preparing their home for sale, how to get it ready for sale, and other answers that all came back to preparing the home for sale the right way. This led us to create a 3 page PDF for the client called “The Ultimate Guide to Preparing Your Home for Sale”. We’ve tested variations of the name but the guide ultimately is pretty similar with the different clients we’ve used it for. A checklist that goes in depth of everything someone would need to do to get the home ready for sale. They could even print it out and check it off as they do it.
Then we frame it in seller ads along the lines of “Want to see how professionals get their homes ready for sale?” then lead right into talking about the value they can get from the guide.
Short PDF downloads that provide a ton of value are incredibly valuable. The ideal PDF download lead magnet offers more than just what you could make a blog post. It would be a resource like a checklist. The beauty of the PDF for how to prepare a home for sale is that people generally don’t download that if they’re just curious about their homes value. They may be a while out from selling but they’re at least thinking about selling instead of just finding the home value.
Use Cautiously: We Have Buyers
We have buyers for your home! It’s simple, and to the point. That’s what sellers want, they don’t care as much about you the real estate agent as they care about a buyer for their home.
The tricky part here is that a lot of home owners are used to people saying this when they are essentially lying. So the more detail you can give about your buyers the more genuine it appears. So instead of “We have buyers for your home” you can say “Do you have a 4 bedroom detached in X neighbourhood? Our clients John & Sarah are looking for a home and nothing on the market right now fits their needs. So if you know someone thinking of moving we have buyers looking right now in X neighbourhood.” Ideally, you do that with a video standing IN the neighbourhood you’re talking about. Go to a park or somewhere recognizable so someone who lives there has instant recognition as they’re scrolling that its their neighbourhood.
The more personal you make it, the better it goes. ONLY do this if you actually have buyers. Doing this when you have none is no different than lying. Use it sparingly when you actually have buyers and target it to the specific area(s) your client is looking for. With Facebook ads you can get VERY specific with how targeted they are.
You do not need fancy copy, just make the ad pop by having imagery and copy that calls out the specific area and then say what you have. The more specifics you can share the better.
The Slow Burn: The Market Update Seller Ads
Building an audience before you need to sell something is the best long term strategy. This is where market updates can come in. Run ads offering market updates for specific neighbourhoods, the smaller you can make it the more likely people in the area will sign up for it, and get local homeowners signed up to find out what’s going on in their neighbourhood. From new listings, notable sales, and overall trends, you keep them informed on what’s going on.
The key to good market update ads are to add your insight. Anyone can go out and see stats that have been reported, but sharing your thoughts and expertise builds trust and will lead to business down the road.
When you send out your market updates you add in calls to action. From offering free home evaluations, letting them know what buyers you have at the time, or leveraging multiple CTA’s by adding the Dean Jackson Super Signature can work wonders. It’s the perfect mix of asking for the business without being in your face sales-y.
The End Around: Target Buyers
Not all real estate seller ads actually directly target buyers. With a few exceptions like first time home buyers, recreation properties, and investors for example, most home buyers need to sell their current property to buy the next one. Knowing this, and the fact that buyer leads are usually significantly cheaper to acquire on a cost per lead basis, just target buyers that are likely to have a home for sale.
Create ads that are targeting buyers whether its a specific listing, PDF buying guide, or a general list of homes for sale. These campaigns start as buyer leads and when you start having conversations and learning about them you can position yourself to also get the listing.
The Double Dip
Someone opts on one of our ads, great! Your seller ad created a seller lead. They get sent to your thank you page, the worst thing you can do here is just say “Thanks, we’ll be in touch!”
This is your opportunity to go further and provide them even more value.
At Just Sell Homes, we call this the Double Dip Offer. Why do we call it that?
I just really like Seinfeld. That’s it. No other big fancy reason. It’s an homage to my favourite show growing up.
It works like this: You run an ad, in this case lets say a what’s my home worth campaign, they opt in. You get all their information. Now, on the thank you page, make them another offer. They just ordered a report on their homes value. Now offer them the guide on how to prepare their home for sale. People who opt-in on both options are definitely going to be a higher quality lead than someone else. They’ve now received even more value from you. This doesn’t have to stop here. They can opt for the guide and then be sent to a page about looking for their next home. If you don’t have another offer you want to send them, push them to a page with a case study or some testimonials.
When they become a lead, that’s just the start of their interaction with you, treat it that way!
Bonus Tip: Set up your Facebook custom audiences so that anytime someone opts-in to a campaign, they’re retargeted with ads with your double dip offer OR client testimonials. This can help your conversion. If you’re advanced, you can set the Facebook ads to act as a drip campaign. For example, for Day 1-3 after opting in they see one specific ad. Day 4-6 another one, and then Day 7 a book a call CTA. This can help convert at a higher rate.
Want help setting up campaigns in your business? Book a call to see how we can do it for you.