As a second generation agent, Jess Lenouvel now helps realtors go from six to seven figures, by creating relationships that scale.
In this Over a Pint episode, Andrew and Jess talk about why it’s important to be a prolific content creator, which three content buckets to focus on, they remind us all that a Facebook boost is NOT a Facebook ad, and they discuss why Clubhouse should maybe just be a spice in your cupboard for now, and not a place to hang out in for hours.
“Whenever there is a new platform, the first question that people need to ask themselves is, ‘Who is my ideal client and how can I grow an audience of those people?'”
There are so many gems to be gleaned from this episode! Play the video above and get out your favourite pen because you’ll be jotting these down.
“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)
![Facebook Special Ad Categories for Real Estate[Webinar Replay]](https://justsellhomes.com/wp-content/uploads/2021/01/Untitled-design-99-1080x675.png)
