One of the biggest thing I’ve found that separates high end agents from everyone else, is their focus on the customer experience. From the first touch to the long term ongoing post-close relationship, they curate the experience.
After looking into this realm of the business more, I kept hearing more and more about Movesnap. So I got to know them better, including the founder, Reuven Gorsht. I invited him on the show so take a watch and let me know what you think!
Full Disclosure: Movesnap, at the time of filming/airing of this episode has been a client of Just Sell Homes. They did not pay to be on the show and it did not have any impact on what we discussed.
The customer experience, especially in real estate, has always been lacking. How many people do you know that goes through the process and says they love to move?
Reuven saw an opportunity. After consulting with some of the top companies in the world, like Zappos who is renowned for their customer experience, he wanted to bring that to real estate.
With his business partner, Reuven created Movesnap. A tool that helps people make the moving process a lot easier.
At the end of the day, how people feel about you and/or your brand is what is going to drive referrals. By providing them that great experience from start to finish, you’re more likely to generate repeat and referral business.
Even little things that many agents miss, like collecting a testimonial, having a tool that can automate and do that every time is hugely important. Its adding up all the little details in your business that can improve how customers feel about you and their experience.
Your entire goal should be to make them feel better at each step. Whether thats showing up with boxes that they can use to pack, or helping them order a crane to lift a couch that won’t fit through the door of a condo building but would through the balcony. Providing top level service is the best way to wow your customers.
One of the things we spoke about as well, was the importance of on boarding new clients. Its their first experience with you. It should be systemized and consistent across everyone and as many of the pain points should be solved.
On top of that, there should be some requirements for what needs to happen by both parties to get that listing live.
Part of the reason for that, as discussed with Reuven during this episode, is that when it boils down to it we are all only competing on two fronts. The product or the price. You either provide a better or unique product or you offer it at a lower price than the competition.
Are you differentiating what you offer your clients from what the tens of thousands of other agents are? If you aren’t, you’re just in a race to the bottom.
Find the right tools and leverage them as much as possible. It doesn’t always have to be technology based either. Sometimes its the personal touch that takes it to the next level. Technology should be something that accelerates what the agent is doing.
Reuven Gorsht, the founder of Movesnap, is a brilliant guy and I’m very thankful he came on the show. Watch the full episode and let us know what you think!
This week we sat down with David Greenspan of the #Mindshare101 fame. His main focus is helping agents build mindshare in the minds of their customers.
The #Mindshare edition
What Does David Actually Do?
One of the ways he helps agents grow Mindshare is through his company Kitspak and their CRM loop. What sets them apart is the way they leverage Variable Data Printing (VDP) which actually takes the big data so many people talk about it and put it into action.
Direct mail doesn’t have to be generic anymore.
You can leverage big data and have every piece that goes out being customized to the end user.
Why pay for a generic newsletter when you can have mass customization?
David likens VDP direct mail as the smartphone in a flip phone world.
Loving What You Do
What are doing during your “down time”? As big sports fans, we both actually will put the game up on our monitors or on TV behind them and get work done during. That’s how you know you love what you do!
Emerge is a great event, besides the fact it gets you access to the speakers in a more intimate setting, it allows you to meet more people you usually wouldn’t. That’s the beauty of bringing the events to different areas instead of always having them in the same spots.
The key to making these events successful though, is execution. As speakers and trainers, we know that when agents leave the room, maybe 1% of them will actually put anything into practice.
Only those who actually execute are the ones who will truly benefit.
Consistency
Whether you build your business by referral, cold calling, door knocking, social media, etc… The ones who are successful are the ones who are consitent about it.
As David said on the show “You can have the best knowledge and provide a shitload of value, but if you don’t do it consistently its going to die like everything else.”
Consistently provide value without expection of getting it in return and you’ll eventually benefit. Its the law of reciprocity according to David. Something he never believed in before seeing it action when he was doing it.
Content Creation
David explains that he often hears agents complain about the biggest issue with social media is the time involved.
So they look to outsource. They still don’t want the same content as everyone else, which is hard since most seem to outsource to the same couple cheap social media automation companies.
That means, you either have to create content yourself, pay someone a premium for creating custom content, or risk sharing the same stuff as others.
This week, we clink glasses of kale and mango with the godfather of real estate marketing, Dean Jackson. He’s the founder of GoGoAgent.com and host of the Listing Agent Lifestyle Podcast.
Dean’s marketing career spawned from the real estate industry back in 1988. He started out like every other agent — making 100 dead-end cold calls a day. Then he discovered the world of direct response marketing and knew he’d never have to make a phone call again.
If that sounds like a reality worth pursuing, watch/listen to the episode from start to finish because Dean reveals real estate marketing secrets only 30+ years of experience can deliver. Until then, chew on these actionable tips and episode highlights to tie you over.
If Dean had to start from scratch as an agent, he would…
Take a listing-centric approach to the business where everything would revolve around getting and marketing listings rather than focusing on a buyers centric approach.
Closing Deals with Email Marketing
In most cases, agents are chasing people away by calling them. If you avoid that route, you still have the opportunity to continue the relationship with a long-term payoff.
Emails enable you to engage in conversation with prospects without picking up the phone. Start by sending an initial welcome email to every lead that opts in. Next, take initiative by sending a short, personal email with a simple, open-ended question (i.e. are you an investor or looking for a house to live in?).
Lead Generation and Conversion
Common lead gen killers and Dean’s tried and tested tips to boost conversions.
Squeeze (landing) pages
When it comes to acquiring personal information from leads, less is more. People are more likely to hand over their email address than a phone number so require the bare minimum and follow up with nurture emails. “Realtors are obsessed with getting phone numbers more than anything but it’s not helping at all.”
The Email ‘Super Signature’
Following your name, list 3 bullet points explaining different ways you can help your target audience. Include hyperlinks that make it easy for them to reach their next desired step (and get them closer to being a client).
10xing ROI
Don’t dismiss leads who don’t bite within the first 90 days. Focus on the probability of the outcomes rather than their current ‘quality.’ “Treat people like they’re 5-star prospects until they prove they aren’t.” You’ll absolutely close more deals in the long run.
Nurturing for Referrals
For a referral to occur, someone has to:
Notice they’re conversing about real estate.
Think about you.
Introduce you to whoever they had the conversation with.
So how do you keep top of mind so people think of you come crunch time? “Plant a chip” by using trigger phrases and words in your marketing messaging that condition them to think of you when they hear it.
There are several different ways to maximize video exposure, both paid and organically.
Maximize video exposure through paid campaigns
It is quite straightforward to maximize video exposure: Figure out who the ideal audience is, and then target them with an ad that has money put behind it. Our preferred method is the Facebook Ads Manager.
Generally, from a three-second-view standpoint, your results are going to be one to three cents per view. It might be a little bit higher if you’re measuring by 10-second views – four to six cents per view. This is usually pretty consistent.
Maximize video exposure organically
It comes down to content promotion. One way to do this is tag people in the video if you have that option. For example, when we do Over a Pint, we make sure to tag whoever is in that episode as then it can go out to their network as well, assuming they approve the post on their end.
Additionally, you can email it out to your list or post in relevant groups – “relevant” being the key word; don’t just spam it out.
Find those places where you can organically promote it, and don’t forget to send it out to your list.
Then, depending on the video, there are different ways you can approach it.
For instance, we have a plan with our Over a Pint videos. Some of those videos are over an hour. Majority of people still won’t watch the shorter ones. So we’re taking those hour-long videos and cutting them into smaller segments that are only 30 seconds to two minutes long to counter this, highlighting a specific subject that was discussed in the video.
By dividing the longer videos into shorter clips, we’re leveraging them to get more exposure on the full video. It’s not necessary to constantly be making a new video each time – take your longer videos and make them last, while also driving up traffic. That’s smart leveraging.
It is smart to get videos transcribed. Upload them to Rev.com and get some transcriptions done at $1 per minute. You can then turn that into blog posts (much like this one) and also send them out in emails to your database, always redirecting back to the original video. Again, we’ve expanded our game plan and added another layer of leveraging.
To summarize:
Paid exposure – Choose your ideal audience, pay to get it out to them, and choose video views as your objective on Facebook Ads Manager.
Organic exposure – Tag the people in the video and send it out on every channel you have. Make some slight alterations and cut it up into little “bite-size” pieces of content.
If you have any additional questions on this subject, or even on another unrelated subject, send us a message at [email protected]!
