Over a Pint with John DeMato

Over a Pint with John DeMato

“Images help build relationships. You need to have a balance between being a superhero and being relatable.”

For this Over A Pint, Andrew heads outside of the real estate industry and sits down with John DeMato, a branded lifestyle, portrait photographer and virtual photographer. John works with speakers, trainers, experts of all different kinds, and business owners looking to create an emotional connection with their audience through “persuasive visual storytelling.” 

John talks about creating a balance between content that positions the client as the authority in the space of their expertise. A combination of powerful images, whether in person or online, and mixing that with a look behind-the-scenes. Showing your day-to-day and process into becoming that industry authority.

When the pandemic hit, John quickly pivoted to virtual photography while he was sick with the virus.

Below, Andrew and John discuss photography during COVID, John’s professional journey up to now, and more.

How did you develop the idea to start doing virtual photography, and how did you execute it so quickly?

The idea came to me while I was sick with COVID and feeling terrible. I watched a national speaker association event for the New York City chapter online, which I’m a photography sponsor for. It was during that event that I thought I could feel useful again and do something. So I grabbed my camera, and while I’m slumped in the chair, I started snapping away. Pleasantly surprised at how the images turned out, I shot the rest of the two-hour program and posted about it on social the following day, tagging all speakers and participants. The responses were so positive that I knew I was on to something! But mainly, I was just happy to feel useful and more like myself again. 

How did you develop your specific niche and messaging as a photographer?

So, once upon a time, I worked in the television industry, and I was ready to jump out of a window based on the monotony of getting burned out by doing the same thing for nine years. And my initial thought was, I don’t know what the hell I’m doing. I don’t want to own a business, but I ultimately concluded that I’m not doing something that’s lighting me up inside and fulfilling creatively.

I started just as a headshot photographer, but again it didn’t creatively satisfy me. Ultimately, I searched for other stuff, and I found every photographer that inspired me and tried to emulate them. However, I had no clients to start with, except for one. My one client was someone I met about four years ago. She met me at an event that I was photographing and hired me to take some photos to promote her book. And it was during that conversation. And during that shoot that I realized between her, her husband, there was a team and myself that I could do this for many more people. I can package this thing and gear it towards experts. People who put out people who have content, a lot of intellectual property that needs to be promoted, and it was born from there. And then, over these past four years, various iterations and refinement have happened over time. And the way that only in the way that I present it to people, but also in the way that I create the experience for, for the client in terms of how to maximize the value of the session. Yeah. Like the one that I liked, I found interesting, cause I haven’t ever seen another photographer do it, that you have like a, basically like a monthly subscription plan that is not necessarily cheap


Want to connect with John? Visit his website here.

You can also catch this episode on Youtube, or listen to the podcast here!

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.

Over a Pint with Joey Coleman

Over a Pint with Joey Coleman

“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?

  1. Saying that they care about customer experience and customer service, but none of their company structures are indicative of that care.
  2. 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.

One Simple Trick To Get More From Your Online Leads That Most REALTORS Overlook

One Simple Trick To Get More From Your Online Leads That Most REALTORS Overlook

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.

  1. 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. 
  2. 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:

  1. HD Photos (The two HD letters are important, we’ve actually seen an increase in conversion just by adding those two little letters)
  2. HD Video Walkthrough Tour
  3. 3D Dollhouse Tour (Don’t say Matterport, the consumer doesn’t know what a Matterport Tour is)
  4. Staging or Staging Consultation
  5. Send cleaners to your home before it hits the market
  6. 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!

What To Do When Your Facebook Ad Isn’t Performing

What To Do When Your Facebook Ad Isn’t Performing

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)

Seller Ads: The Complete Guide for Real Estate Agents

Seller Ads: The Complete Guide for Real Estate Agents

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.

Guess what?

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.

How to Convert More Leads: Takeaways from a Phil Jones Workshop

How to Convert More Leads: Takeaways from a Phil Jones Workshop

Do you struggle with how to convert more leads or just want to get better results?

The most significant impact you can have on your real estate business is to increase your conversion skills. Leads are easy, but lead conversion takes skill, and it’s what separates the good from the great.

Honestly, lack of conversion on leads is our number one source of client turnover. It’s something we’ve been working on helping our clients with over the last couple of years, and we’re making it a focus for our clients to improve these skills.

Looking for valuable resources, thanks to my friend Nicholas Kusmich, I came across Phil Jones. Phil is one of the foremost authorities on sales, and I’ve personally implemented his teachings and have seen immediate increases in results.

Originally writing a book called ‘Exactly What to Say,’ Phil recently made an adaption for the real estate industry called ‘Exactly What to Say for Real Estate Agents‘. So I asked him if he’d do a workshop for 20 people. That specific workshop was a one time only event and only available to those who attended; however, I still wanted to create some takeaways so that even those who didn’t participate can benefit from it.

There’s gold here. You can take things from this and directly apply them, and you will see an increase in converting your real estate leads.

3 Keys to Show up to Every Single Conversation


  1. Curiosity
  2. Empathy
  3. Courage

Curiosity: If your goal is to create certainty, you have to show up with interest. Ask carefully crafted questions to learn more about your prospect.

Empathy: Genuinely seeing it through the other person’s eyes. Empathy is taking an interest in what’s important to people you care about.

Courage: Have the courage to ask bold questions. 

How to Open Every Call To Convert More Leads


Every call you take, you should open it with a:

  • Polite Opening: Hi, this is Andrew from Just Sell Homes.
  • Mutually Agreeable Fact: You were on our website looking for homes under $800,000 in Newmarket. 
  • Easy to Answer Question: Did the list of homes come through to your inbox ok?

It’s all one line. “Hi this is Andrew from Just Sell Homes, you were on our website looking for homes under $800,000 in Newmarket, did the list of homes come through to your inbox ok?”

DO NOT ask, “Is now a good time to talk?” – If now wasn’t a good time to talk, they wouldn’t have picked up. Go right into the call with a polite opening, mutually agreeable fact, and an easy to answer question.

Shifts in Your Language 


Don’t say, “Tell me more about what type of home you’re looking for?”. That has an implication of infinite length in an answer. 

Instead, say, “Help me understand what you’re looking for in a home.” There’s a specific end to the conversation in your understanding of their needs.

You’re giving the person a goal to work towards instead of the more open-ended no set goal, “tell me about…”

Long Term Follow Up to Convert More Leads


Haven’t been in touch with someone looking at homes in a while? To convert more leads, you’re going to have to go back to your older ones.

“You got in touch about X, have you found a home yet?”

You don’t need to overcomplicate these calls with a ton of follow up questions. Simple and to the point often works the best.

Start the Close


“How open-minded would you be to look at some other properties with me as your agent?”

Nobody wants to seem close-minded. By asking them if they’d be open-minded about it, they’re more likely to entertain the idea.

Are you closing someone but are intending them to work with someone on your team, other than yourself? Try this:

“How open-minded would you be to working with one of our experienced buyer agents to help you find your dream home?”

I’m working with an agent already.


Don’t bring up the topic of another agent they may be working with at the beginning of the call. 

Learn about them and let them see the value you bring to the table. Some will use the “I have an agent” as a brush off, but they haven’t committed to anyone yet.

Show the value, then after you’ve learned about their situation, ask how open-minded they are about working with you, THEN ask if they’ve signed anything with another agent. 

If they haven’t signed yet, you can continue talking to them more in-depth about the process.

How to Respond to Listing Inquiries


“Hi, it’s Andrew from Just Sell Homes, you looked at [ADDRESS], is that the only home you’re interested in?”

“What was it that interested you in that property?”

Let them create context, then narrow it down. The goal is to start with a broad question and then really drill down after they engage so you can learn about their unique situation.

Empathy is the key. 

No Phone Number or Wrong Phone Number


Don’t think of it as them trying to lie to you. It’s not a personal affront to give you the wrong information. What they’re doing is telling you how they want to communicate with you.

Open your email with your intro as we’ve detailed above and then say, “I’ve tried calling the number you left, but I’m guessing your preferred method of communication is email anyways.”

Turning Up The Heat


When someone opts-in initially, you follow up a lot. After a few weeks, you slow it down, but then after they’ve been receiving your slow-drip campaign, ramp it up again with 3-5 quick in succession emails. 

This will push them to either unsubscribe from your emails or move forward with you. 

Unsubscribes aren’t bad as they give you an answer. It’s better to force someone towards an answer than to be left in the dark.

Focus on Getting Responses


If there’s a period at the end of your communication instead of a question mark, you probably won’t get an answer.

Your goal with lead conversion and sales is not to go straight for the close. Once you get them engaging, the goal is to get them to keep engaging.

Learn about their wants and needs, uncover their motivation, and become their trusted advisor.

Questions build relationships, and relationships are the key to help you convert more leads.

How to Handle Voicemails


Wherever possible, don’t leave voicemails. The second you leave one voicemail, you give control to the other person. Don’t consider leaving a voicemail with the person until after 4 or 5 call attempts.

When you do, here’s what Phil recommends:

“Hi, it’s Phil calling from [TEAM/BROKERAGE], I’ve tried to reach you several times, I’m guessing you are either away right now, or I haven’t found a good time yet. I’m going to try and call you again on Monday at 4 pm. If that doesn’t work for you, give me a callback or a text with a better time.”

6 Stages of Writing Good Emails


Emails remain a gold mine, especially when trying to convert more leads. Phil shared his 6 P’s of writing useful emails. If you’re ever stuck, remember: 

  1. Perspective
  2. Problem
  3. Pain
  4. Possibilities
  5. Plan
  6. Pleasure

Perspective: Use some form of scene-setting. Example: Like many of you, I’m spending more time at home and making plans for the future. 

Problem: Identify the problem that you’re reaching out about. Example: When searching through our records, we haven’t been in touch in a while.

Pain: Address the pain point: Example: and I realize I had no idea what’s happening with your existing circumstances. Whether you’ve found a property, still looking, or decided to stay put.

Possibilities: List some opportunities. Examples: Perhaps you’ve been working with another agent or maintaining the search yourself online and reading the emails we’ve shared. I’m still here to help you with your real estate needs.

Plan: Layout the method of how you’ll be able to help them from here… Example. I’d love to connect over the next seven days and learn more about your circumstances.

Pleasure: Reverse of the pain. Example: At least, that will happen with this is I will have a better understanding and be able to help you more effectively in your search.

Now let’s put that all together so you can see what an email that helps you convert more leads looks like.

Hi <name>,


Like many of you, I’m spending more time at home and making plans for the future. When searching through our records, I noticed we haven’t been in touch in a while.


I realize I had no idea what’s happening with your existing circumstances, whether you’ve found a property, are still looking or decided to stay put.


Perhaps you’ve been working with another agent or maintaining the search yourself online and reading the emails we’ve shared. I’m still here to help you with your real estate needs.


I’d love for us to connect over the next seven days, where I can learn more about your circumstances. At the least, what will happen is I will have a better understanding and be able to help you more effectively in your search.


Looking forward to connecting,



With anything, what works precisely for one real estate agent, may not work for another. Take the ideas here, adapt them, test them, and find the combination that works to convert more leads. 

If you want more leads in your business, we can help you get them. We help real estate agents grow their business online. Our specialty is Facebook ads, but we help with all online marketing.

Our goal is to help you grow your business, which is why we engage with the best in class people like Phil Jones, to learn and convert more leads.

Want to book a call to chat about how we can help grow your business? Click here.