đ» Andrew Fogliato sat down with Kiran Gandhi…and it went both terribly and great at the same time. đ»
Join these two good friends as they talk about things from joining a team, similarities of top producers, lead conversion, and so much more.
Let us know what you think!
This week, we clink glasses of kale and mango with the godfather of real estate marketing, Dean Jackson. Heâs the founder of GoGoAgent.com and host of the Listing Agent Lifestyle Podcast.
Deanâs marketing career spawned from the real estate industry back in 1988. He started out like every other agent â making 100 dead-end cold calls a day. Then he discovered the world of direct response marketing and knew heâd 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.
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.
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?).
Common lead gen killers and Deanâs tried and tested tips to boost conversions.
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. âRealtors are obsessed with getting phone numbers more than anything but itâs not helping at all.â
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).
Donât dismiss leads who donât bite within the first 90 days. Focus on the probability of the outcomes rather than their current âquality.â âTreat people like theyâre 5-star prospects until they prove they arenât.â Youâll absolutely close more deals in the long run.
For a referral to occur, someone has to:
So how do you keep top of mind so people think of you come crunch time? âPlant a chipâ by using trigger phrases and words in your marketing messaging that condition them to think of you when they hear it.
ListingAgentLifestyle.com â Download the free Listing Agent Lifestyle book
GoGoAgent.com â Free (seriously) 30-day trial
There are several different ways to maximize video exposure, both paid and organically.
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.
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.
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]!
This week Andrew Fogliato sat down with the CEO of Royal LePage, the all-Canadian brand with 18,000 agents under their umbrella.
We discuss what traits top producers share, agent count vs agent quality, recent re-brands of other popular brands, and so much more.
It’s a long one but great insight from the one of the brightest in the industry.
This week we sat down with Ara Mamourian, a great agent from the east end of Toronto who is doing really well online.
Check it out below!