Ep022: Getting Referrals

Today on the Listing Agent Lifestyle podcast we have a live session from our GoGoAgent academy, that we did here in Orlando a little earlier this year, and we're going to be talking today about element number three of the listing agent lifestyle, which is getting referrals.

We had a whole discussion about how to make three things happen. What we want is every time your friends, your family, your sphere, really anybody who knows you, hears a conversation about real estate, we want them to 1) notice that conversation, 2) to think about you, and 3) we want them to introduce you to the person they had that conversation with.

In this session we're going to share all kinds of ideas and ways to make that happen, and I think you're going to really start to see the gold standard you should aim for in your referrals.

We want you to be managing your relationship portfolio for a 20% annual yield. That means if you have 150 people in that group, you're looking to generate 30 transactions.

We've got lots and lots of people who are making that happen, and these are the strategies we're using to do it.


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Transcript: Listing Agent Lifestyle Ep022

Dean: Okay. Our next segment that we will talk about here in the day is the third element of our Listing Agent Lifestyle, which is getting referrals. Now, the reason that I put that ... I had to choose them in order. I think that the importance of if you're gonna have this listing agent lifestyle that we start with the things that are, I call them, closest to the hole. If you're a golfer, the best thing I can do is, if I'm trying to improve your golf score, is let's improve your five foot putts instead of taking you back and getting you a new driver and driving the ball. And then, you still gotta hit it two more times to get it on the green. And then, you've gotta putt. And, it takes all this time.

But, if you're starting from scratch, you've gotta start with setting up your getting listing system, choosing the area where you're going to dominate, get that on autopilot so that you're ... Remember we said the two best times to plant an oak tree were 20 years ago, is the best time. And, today is the second best time.

So, even if we waited, the longer we wait to get your ... To start with your getting listing area, the longer it's gonna take to have. So, we get that started quickly, get you established and seeing the results there. Then, we look at what have you got right now? If you've got a listing right now, and you have multiple listings, let's start with multiplying those while we have the chance to do it.

So, let's get your info box flyers, let's get you in some open house, let's start spreading the word, doing some ... You can call a mid listing strategy session with your sellers along with if you're ever gonna get to a point where you're gonna talk about a price reduction or talk about something it'd be a more powerful thing to have a strategy session with them and do all of those things that we talked about that you wish you had done in the coming soon section.

Then, now, we want to start on getting referrals, which is the easiest thing to effect. This is the thing that we've got the lowest cost, highest yield opportunity in your business. And so, the basic premise of this is that we all have relationships with 150 people who know us, like us, and trust us. The people that if we saw them at the grocery store, we'd stop and have a conversation with them, and we'd all recognize our position in each other's life.

It's not just an acquaintance, or not a stranger, or somebody that you slightly recognize. These are people that you have a relationship with. Those people, some of them will be your clients, some of them are not your clients, but they might be people that you might not otherwise think about marketing to, per se. Your brother-in-law, or your neighbors, or the people that you play tennis or golf with. Or, people that you wouldn't otherwise ... Well, they know I'm a realtor or whatever it is, they're not my client, but you want to keep ... Recognize that those are the people that know you, that have that relationship with you and that if they ever did have a real estate meeting that you would hope that they would consider you to be their real estate agent.

Or, if they heard somebody talking about real estate that they would feel comfortable referring you. And so, we look at that and realizing that all referrals happen as a result of conversation and that in order for a referral to take place, three things have to happen.

They have to notice that the conversation's about real estate. They have to think about you. And, they have to introduce you to the person that they had the conversation with.

Now, whenever you get referrals, all three of those things have happened. Right? Typically, what's gonna happen is somebody is gonna call you and say, "I'm a friend of your client John who told me that I should talk to you about selling my house." That's what 80% of the referrals that you get play out just like that. A passive referral.

The other type of referral that you get is your client or your friend calling you up and saying, "I was just talking with my friend Tom and he's gonna be selling his house. You should give him a call. I was telling him all about you." That's a reactive referral. You have to now do something to make that happen, but all of those elements took place. They noticed that the conversation was about real estate, they thought of you, they introduced you to their friend, and their friend either called you or they called you. So, all three of those things fired.

But, for every time that that happens there is probably five times that you didn't get the call. That they may be noticed the conversation was about real estate and thought about you, but they didn't say anything. Or, they said something, but they didn't tell you about it and then you run into them at the mall and they say, "Hey, did my friend Tony ever give you a call? He was gonna be selling his house." And, you're like, no, I never heard from him.

"Oh, man, that was months ago. Now, he's in Calgary." Or, wherever, right? Then, it's like you miss out on the stuff and people you see, "Hey, I tell people about you all the time." Has anybody ever said that to you?

I tell everybody about you. But, nobody's ever called you because ... And, said, "Hey, John told me all about you." Right? So, we need to get to a situation where they're telling you that they've had these conversations. Not telling their friends to call you. So, how do we do that? We do that with ... You've all seen our, "World's Most Interesting" postcard as the simplest way to presence that. You know? We do it so that we're every month presencing for people, the high probability conversations that they might be hearing right now. And, doing it in a way that establishes a pattern of whenever they hear this conversation, that they will call you.

And, we do it ... The basic pattern is, just a quick note in case you hear someone talking about in certain high probability conversation here. And then, a sentence or two about why you might hear that conversation now more than any other time. And, if you do hear someone talking about that, give me a call or text me and I'll give you this to give to them. That's the pattern. The music of it.

So, in January, we might say, "Just a quick note. In case you hear someone talking about buying their first house this year." January is the time for New Year's resolutions and the biggest resolution that people often make is that they're going to buy a house this year. So, if you hear someone talking about it, give me a call or text me. And, I'll get you a copy of our six steps to home ownership book that you can give them." And, that will give them information on the process.

Or, in March or February, right now, we're right around the corner from the Spring market. We might say, "Just a quick note. In case you hear someone talking about selling their house this Spring. Or, getting their house ready to sell this Spring." And, we say, "Spring is when the majority of the homes comes on the market and the people who are going to be selling them are trying to get their houses ready so that it showed the best they can. If you hear someone talking about that, give me a call or text me and I'll get you a copy of our, 'How to make your house show like a model home in one weekend for less than $200' Report to give them. It's got all kinds of great tips on how to prepare their house for sale."

Now, that pattern, what we're doing is we're identifying the conversations that people are likely to have as they run into people all out in the world. We're always having conversations. And, we're establishing a pattern of instructing them on what to do when they hear that conversation.

I had the most amazing experience just recently. And, I'm hyper aware of when things work on me. So, I pay attention because I'm a marketer. And, I was watching ... It was in one of our Facebook groups. And, somebody asked about, "Does anybody know a source where I can get same day carpet installed? We have a closing tomorrow and the carpets ruined. And, I need to get it fixed today."

And, my brain without any conscious thought immediately started singing, "800-588-2300 Empire!" And, I was startled by it because that was smuggled into my brain against my will, without my knowledge, embedded there waiting to be triggered by the trigger words, "Same day carpet". As soon as I saw those words, I was like, "Bing." So, it was really kind of amazing.

And, you think about how long they've been embedding that in my mind now. It seems like forever. And, you think, what a corny jingle. Right? But then, just at the right time, there it is. And, there's something to that. So, we recognize patterns and we store them away. So, if we take this idea that we're starting the postcard every month with, "Just a quick note. In case you hear someone talking about, this."

It's like, if I say to you, "Just a quick note. In case you see a pink elephant this month." Right? Immediately, you're just thinking about nothing, but a pink elephant. And, if we say somebody talking about buying their first home, your immediately going back in your brain, have I heard anybody talking about selling their first home. But, you also search for the adjacencies. It's like Siri. When you say something, go, "Well, I didn't find that, but I found this. Is this what you need?"

And, you know, if you say, "Have you seen any pink elephants?" Their minds are gonna be going back. "Well, I did see a blue giraffe yesterday. Is that close enough?" And, when you see a pattern of next month I ask you about the blue giraffe, you're already conditioned that anything that has to do with real estate is what she's talking about here. Right? Because, she talked about first time buyers. She talked about people selling their house. She talked about people moving up, building a home, buying an investment property, buying a vacation property, buying a house for their kids going off to college, selling, downsizing their house.

All of these things were setting up all the conversations. All of the possible high probability things. And, we're anchoring it to the instruction of, "If you hear someone talking about this, give me a call or text me."

So, we've got the instruction embedded in that now. That where anytime they hear those conversations they know to give you a call or to text you because you've got something of value to give them. So, that alone, just adding that to the mix, will increase the number of referrals that you get. Just by virtue of keeping it in their mind more. You've raised the number of times that they're going to notice conversations about real estate. And, they're going to think about you because every month when they get that postcard, that's what triggers that reminder.

So, what you find is that it's never as overt as I got your postcard and I heard someone talking about buying their first home. But, the referrals go up because when they hear somebody talking about anything related to real estate, they're more likely to tell people about you or to tell you that they've told people about you.

So, as baseline that's an incredible thing to add into the nets. And, I mentioned that everything that we do has a metric attached to it. And so, we look at on our metrics for your after unit is your return on relationship. And so, we look at your 150 people and we're seeing how many repeat and referral transactions did you do and then dividing that by 150 to see what percentage that is.

So, if you have 150 people and you did 30 repeat and referral transactions, that's our gold standard, which is a 20% return on relationship. If you did 10 or 15 repeat and referral transactions, that's 10% return on relationship. And so, a lot of people who have really good referral businesses, most of my business comes from referrals, end up, when you really look down at it, they're somewhere in that 10 to 20% range.

One of the episodes of Listing Agent Lifestyle was with Tony Fabiano from Toronto who had ... His whole business, most of it is repeat and referral, but he had 25 or so transactions that were coming in almost at that 30 ... Almost at the 20% range, but he wasn't ... There were a few little things that you suggested as opportunities for him to bump that up.

I'd love to hear where you guys are at in terms of what's happening. Because we've been doing, "The World's Most Interesting Postcard" now for ... We're closing in on 90 issues of it. So, how ... 90 months’ worth. That's eight years. Nine years’ worth of it now? We've been doing it for a long time. I want to hear what's been going on or what kind of feedback you would have about that. There's your mic right there.

Barb: I've got a question on it.

Dean: Okay.

Barb: I have the older newsletter from one our previous coaches still. And, that's a costly newsletter to put out.

Dean: Yup.

Barb: But, my numbers consistently are between 80% to 86% of my business comes from that 150 referral and repeat clients.

Dean: Yes. So-

Barb: My question I'd just like to ask and then you can coach me, is, of other people using ... You know, it's like, do I break away and go to yours and what kind of stats is somebody else seeing?

Dean: Or, do we add? Here's the thing. When we look at it in layer, stacks. So, right now, you're getting, it's not that it's not working. Right? You're getting ... The thing that really, I want you to understand, is that when I look for standardized metrics, I look for standardized metrics that are comparable that you can look at what your peers are doing and see how that's relative to you.

So, a standardized metric that doesn't make any sense relative to you is the percentage of your business that comes from referrals. Irrelevant.

Barb: Okay.

Dean: It doesn't matter. It doesn't give us a sense of what the numbers are or what you're doing. So, what's more valuable is to see how many transactions is that as a number from repeat and referral divided by 150 to give us a percentage that every person in the room can have that exact same standardized metric as a quantitative measure of their ... How they're doing in their after view.

Barb: So-

Dean: Do you have a sense how many transactions that is? Like, for 2000-

Barb: '17, it was 16 transactions.

Dean: Okay. So, 16. So, out of 150-

Barb: Out of 150. And, people saying I've kept your newsletter and I've given your newsletter to Susie or Sally, or whatever. And, they would be calling.

Dean: So, when we look at this ... So, that's just over ... Now, is that ... That's 16 repeat and referral transactions?

Barb: Correct.

Dean: Right. So, that means that you’re ... When we look at this, that means that your return on relationship is 16 divided by 150.

Barb: 50.

Dean: Which would be more than 10%, but less than what we've got. So, we have our calculator here. Let's use this opportunity to do your ... If you know that number, let's calculate your return on relationship. We take the number of repeat and referral transaction and divide it by 150. Okay. So, Barb's is 10.7 percent. That's a number that now everybody can relate to. Right?

So, the fact that 87% of your business ... That just means that you didn't do a lot of this before you did business. Or ... do you know what I mean?

Barb: Yeah.

Dean: It's all relative. You can have a strong after unit independent of what you're doing. All you're saying is that I've put all my eggs in the after unit basket. The majority. Right?

Barb: Well, market around getting to that.

Dean: Yeah.

Speaker 1: It doesn't matter whether you do 100 ... Whether you do 30 transactions a year or 300, then you're still working with that 150 denominator.

Dean: Exactly. Right.

Speaker 1: So, it doesn't matter if you're a mega producer or if you're just a strong single proprietor-

Dean: What? The mega producers, that's exactly, when I look at it that ... If you look at it that a mega producer is gonna be disproportionately high in the before unit-

Speaker 1: Right, right. I get it now.

Dean: And lower in the after unit. So, what we get is that ... If you look at some of those mega producers, they may have all those big numbers on the front end, but then they may have nobody ever does business with them again. They may not have any repeat and referral business. Or, they may have a small percentage of it. You know?

Speaker 1: But, my point is, that I just realized this right now, it doesn't matter how much production you have. You're still working off that denominator of 150.

Dean: Yeah.

Speaker 1: So, whether you're one person or you're a team of 10 registering under your name, you're only ... If you're hitting that 20% it doesn't matter whether you're a single proprietor or you're a team, it really doesn't matter.

Dean: That I would say that if you looked at all of the referrals and repeat business that you got in the last ... Anybody. If you look back as far as you can go that they are people who are in your top 150.

Speaker 1: Uh-huh.

Dean: Right?

Speaker 1: Yeah.

Dean: It would be an outlier that somebody who you wouldn't recognize at the grocery store is referring you to somebody. Right?

Speaker 1: Yeah.

Dean: That's the thing. And, that's just our basic brain size. The capacity of our brain to relate to more than 150 people just isn't there. That's why when you look at the ... From a sociological or anthropological standpoint that Robin Dunbar, the guy from Oxford with Dunbar's number realized that throughout history as tribal societies we would be 150 people and as soon as it got bigger than that tribes would split because when your safety and security depends on you living cooperatively among 150 people, it's important that you know who's on your team. That you know who those 150 people are.

If you get to a point where you don't recognize everybody that puts the entire tribe at risk because somebody could infiltrate and then you're in trouble. Right? So, it's the same thing here. That we're talking about your relationships. The people that you know. So, the good news is that most people we're adding in the people who we have the best relationship with that are getting something now that is helping to establish the pattern of them thinking about, noticing property conversations. Those high probability conversations. That's where it makes a difference.

We've had different situations, Barb, where Chuck Charlton, as an example, was sending the newsletter, sending the letter from the heart, sending the evidence of success, doing all of that stuff and was at, the three years prior to it, were at 19, 21, 20 repeat and referral transactions. Then, we added, "The World's Most Interesting Postcard" to it and they went to 33, 34, 31. You know? So you're up over that 20%. Now, they're up even higher than that with all the things.

Yeah, because you're not ... You look at it, how many people are you sending it to?

Barb: Yeah, that’s right.

Dean: Okay, so first of things that probably some of those people, when you start looking at it, that there are ... You probably wouldn't recognize some of them at the grocery store. That's the truth of it. Right? And, if you look at the 16 people that you worked with in the last calendar year, they would all be in the top end of the 150, right?

Barb: Correct.

Dean: So, I'm saying you double down on the ones who are the highest probability to refer, right? That's really where we get this opportunity. And, that includes now bringing in people like your neighbor, or the person that you play golf with, or your brother-in-law, or your family members that you wouldn't normally market to. Your cousins, or people like that who ... That so many people get heartbroken that their cousin, or their second cousin, or somebody that you grew up with and you know really well, that they end up doing a transaction and they don't ... They don't use you. Or, something like that happens. And, they're like, "Oh, I thought you were so busy." You know?

But, when you're saying through the things, when you're saying to them and you're constantly ... You're really sending a message that we work with a lot of different kinds of people and we're open for business. We're open. We want your business. Not that we don't need it. We want it. And, we're encouraging you to tell your friends. And, in a way, that makes them look like the hero. That's why we always never say to people that it's about them doing you a favor. It's not about that at all.

Actually, John Low just sent me a great article about the millennials talking about your brand and that one of the greatest quotes was that, "We don't talk about your brand because we like you. We talk about your brand because we like our friends."

And, that's the thing, is that you've gotta first of all be the one that they are gonna ... "You gotta call Kenny because Kenny, at least I know, that you're gonna have the best experience with Kenny." That's really what it's about. It's not because they're doing you a favor. They're doing their friend a favor. And, that's valuable insight. So, whenever possible, we make it so that they get to be the star. We're not saying, "Don't forget to tell your friends about us." You know?

And, it's not about that. It's not about turning them into sales people for us. It's about if you hear someone, you give me a call, I'll give you this great book to give them. They get to be the bringer of the value. And, they get the social equity of that. They get the reward. The acknowledgment. The thank you. You know? That's really what we're looking for. And, the fact that they're calling you to get it, that identifies to you that they've had a conversation with somebody. Right? And, now you're able to say to them, oh, who's the book for? Yeah. It's for Jack. Yeah. That's the whole thing.

So, Barb, I think that if you just added ... So, you've been wondering and resisting doing the "Whole Most Interesting Postcard" because you're thinking that, oh, I'm gonna have to replace and I don't know that I'm ready to replace.

Yeah. And, I'm saying, let's add it. It's a $1000 to send all of them ... To send 150 for a year, let's call it ... Well, let's call it $1500. It's not even that much. It's less than that. But, that much for mailing all of it. What are the average prices where you are?

Barb: Uh, between $00.

Dean: So, when you... So, between $500. So, you're talking in the 15 or $20,000 range of commissions. Let's just say it's more than $1500, right? So, then we look at it. Have you consistently been in that 16 transaction range with your after unit? That's just consistently it's like your annuity. You know? You've been in business that long, you know all these people, you've done a great job for people. You've built a great reputation. So, people do more business with you. Right?

Now, when you look at this, let's see what happens this year. If you're adding this now in this ... Julie, when we did the first thing, you're more in like the Chuck range that you're already getting great results in your after unit from all standards. Most people are not getting that much repeat and referral business. Right?

But, when Chuck, we bumped it up by 50%. Right? Then with Julie, she was doing one thing where at December she was sending a magnet calendar to everybody and that was her entire communication for the whole year. And, that got her the same type of things. The year before, she had done 13 repeat and referral transactions, just on the strength of being who she is and sending out the magnet thing. And then, when we started mailing the postcards, the year that we did everything for her, she did 33 repeat and referral transactions. Just with that one change.

So, it makes a big difference. You know?

Barb: Well, I like ... I've been consistent on that newsletter more than anything else in my business. But, I like what you're talking about as far as-

Dean: Oh, yeah. The mic. We need the mic. Thank you.

Barb: A pattern. Because, in my newsletter, because I add the "Letter From The Heart" every month to it, so it's different, it breaks it up. But, your pattern ... What I like is that you're getting, you're pattering these people consistently and so that's more than what I say at the end of my letter from the heart.

Dean: Right. And now ... Yeah. And, we're going now straight from concentrate. Like, when we're looking at that this is very simple to execute. It doesn't take any time.

Barb: I like it.

Dean: I write the message for you.

Barb: Good.

Dean: I've already written the postcard for you.

Barb: Good.

Dean: We've got it set up so that within a couple of months, we'll have a ... We can schedule the whole year for you-

Barb: I like that.

Dean: With nothing. It's basically ... Let's invest $100 a month and see what happens at the end of the year. It's like a no brainer.

Barb: I'm in. I'm in.

Dean: Yeah, okay.

Speaker 2: Dean?

Dean: Yes.

Speaker 2: Can I just share?

Dean: Sure.

Speaker 2: About 2014 it started with this postcard. And, prior to that, like you, I'm kind of ... We're a two man shop. Or, really, one man shop. You know? Getting stuff, following up, all that, if I have to do it, not so much. So, that started getting done. And, prior to that, because we've done our business on luxury buyer's agents, I got like two listings a year from past clients.

That started going out with ticklers about things to sell, this, that, and the other. Next year, I had 12 listings that my clients go, "I didn't even know you did listings. I didn't even know ..." You know? And then, they were like referring their kids and referring ... You know, all those things that we didn't think of.

So, I went from a 50% referral or 50% my after unit from repeat and referral to 95%. And, it's the best ... It's the one thing I would not do. It's the best 100 bucks you could spend for what it generates for people and then it's all done. So, like, huge. Huge, huge.

Dean: Yeah. That's good. And so, when you look at this, it's like a no brainer. It's a layer on top of what you're already doing if you've got a great after unit established or to add as the first thing that you do if you haven't really done anything with it. So, I like that idea.

Who else has some knowledge or experience? Yeah, sure.

Speaker 1: I was listening to the GOGO calls when I first signed up and I heard you say about getting referrals and this is the easiest thing to do. I've been an agent for eight years plus and before that I was a lender for 10 years and for all those years, those 18 years, every month I would say, oh, I've gotta get a newsletter going. I gotta get a newsletter. I've gotta do it. I've gotta do it. I would beat myself up over it.

So, finally, when I heard you say, "This is just too easy, just do it." I went and did it and it was just too easy. Like, hats off to Prospects Plus website. I literally just CSVd my top 150, which didn't take me long to do, put it over there, boom, it uploaded. There it was. Boom, bam, boom, done. And, it was out.

And then, once I did it one time and I saw how easy it was, I was like, that's done.

Dean: Yeah.

Speaker 1: And so, that's the success story. I get comments from people all the time. "Love your postcard." But, the real story is, I just had coffee two or three days ago with a very good friend of mine who I fell out of touch with and I was sending the postcard to him because he's someone that I would recognize in the grocery store. Unbeknownst to me, he wasn't at the house anymore. He was now divorced. And, he and his wife, ex-wife, were on non-speaking terms. And, he had actually left Florida for a while and came back. And, when he came back, he wanted to go see his daughter and pick her up. And, his daughter walked out and handed him my postcard and said...

And now, the wife and the husband don't talk. And, he's a good friend of mine. "Mom told me to give this to you." She doesn't give anything to him. She doesn't talk to him. Nothing. And, she said, "Give this to dad." because she knew me also. So, then, he called me and said, "Hey, I'm back in Florida." And, it turns out that he lived maybe 15 miles from me now, which he didn't use to before. We got together for coffee. And, when he showed up to get together for coffee and to talk, he had the postcard in his hand.

So, I just thought it was cool because that thing, just because I did, reconnected me with someone and, of course, since he's moving back to town and he's gonna need a house. Etc., etc., etc. And, I have several other stories. Like, I send it to my bug man because I'm friends with him, and he's like, I'm thinking about selling my house. And, it works. It just works.

So, that's my little plug.

Dean: Yeah. That's awesome. Cool.

Connie: So, Dean. I have two questions.

Dean: Okay.

Connie: One of them is what about my close good friends and family members who don't live in Minnesota?

Dean: Yeah.

Connie: Do I send it to them with the idea that maybe I can help them with a referral?

Dean: Well, you could. If you say, I mean, you can put anything you want. You can shape the card ... Like, the thing, it's just a really nice easy way to stay in touch with people and its universal purpose. We've got all kinds of businesses sending that postcard. The front of the card is just fun, valuable stuff, you know? And, the back, you can put anything you want. So, if you're saying, if they're out of the touch, you could say, almost like, just a letter from home kind thing about here's what ... You could update them on the news from Minnesota. You know?

If they're people who were there and they moved away, you could ... That could be the format that you use to say, even just to say, here's what happening. If you hear someone, one of your friends from Minnesota talking about moving out of town, give me a call or text me and I'll get you a copy of our book to give them.

Or, any of ... You could shape that message any way that you want. You know? But, I think primarily, we're looking at for the people who are local we're gonna have the conversations that would be the high probability that they would-

Connie: Do business with you.

Dean: Yeah. That they would be able to do business with you. Or, be in conversation with somebody who could do business with you.

Connie: So then, when I go above my top 150 because I have more people that they're not in my top 150, some I may have connected with on the phone, but not know personally-

Dean: Yeah.

Connie: And, I need to mail something to them once a month, so this is what I've been mailing. But, maybe I shouldn't be mailing this? Maybe I should be choosing something else? And, what would that something else be?

Dean: If you're gonna ... That kind of people, like, when I say above 150 ... Like, if you've got clients that they are people that should be getting something, this is the perfect thing for that. Rather than having to go through the whole process of sending a newsletter and all that stuff, this is the way to bump that up. What I always get people to focus on is, let's at least establish the 150 and then everything else is bonus on top of that. Right?

Connie: Yeah. Okay. That's great. Thank you.

Dean: Cool. What else? I see you've brought yours. What's been going on with you here? Oh, let's get him a mic.

Speaker 3: Well, just, the biggest thing is consistency.

Dean: Yeah.

Speaker 3: One thing that I want to mention before too is anytime that I look at the National Association of Realtors survey of what buyers and sellers are looking for from real estate agents, the number one thing is trust and honesty.

Dean: Yes.

Speaker 3: But, that's not something you can really just tell somebody. Like, trust me. Because the bullshit detector goes off. You know?

Dean: Yeah.

Speaker 3: Whereas, this thing ... And, I've looked at it as well. How do you build that? And, consistency is one of the better ways to do that. And, just staying consistent with it.

Dean: Well, that's the perfect example of what we've talked about. Of, know you, like you, trust you. Trust you goes on top of know you and like you. It comes after that. They can't trust you if they don't know you and like you. So, we just keep it up in that level thereof at that level of communication that you're always there. You're reliable. You're consistent. He sends this every month.

Speaker 3: And, it was funny. I had a listing appointment this last week and they had called me in and said, "Hey, we want you to come over." And, it was one of those situations where it was the parents were also living with them. And said, "Even our parents know who you are." And, I've never met them. We've never had any communications. Like, "We all just love you. With the stuff that you send."

Dean: Right. Right.

Speaker 3: This is great.

Dean: I love that. That ... I mean, we hear stories like that all the time. Like, I think about Laura Douset, I remember from Canada. That she was saying how one of her clients got a new boyfriend, that they were living together. And then, when they were gonna sell the house she was saying, "Well, Laura is coming over to list the house." And, he was like sort of getting a little bit. And she goes, "She's the one that sends the postcard." And, he goes, "Oh, okay. Yeah. She's good."

Like, that was like, "Who's this Laura coming over here?" But then he'd been reading the postcard every month. And, that was like, eased the way. You know? And so, when you look at it, that I just talk about all the ... Sort of, the overt ways that it works, but all the soft ways that it works to keep you in that know you and like you and you're in touch with them range. Right?

That they know you, they like you, you're consistently in touch with them. And, they happen to have the postcard right in front of them when they think about it and need your number. You know? You're making it convenient for them to call you, rather than having to track you down.

Kenny just sent me an article from the New York Times. It was called, "The Tyranny of Convenience" and it was talking about how important convenience is on our motivations to do stuff. That we'll do things that aren't in our best interest often if they're convenient.

What did it say, because it was a great quote in here that I want to use the word exactly. So, they're saying that we'll often ... "Convenience has the ability to make other options unthinkable. Once you've used the mashing machine laundering clothes by hand seems irrational. Even if it might be cheaper. After you've experienced streaming television, waiting to see a show at a prescribed hour seems silly. Even a little undignified."

"To resist convenience not to own a cellphone, not to use Google, has come to require a special kind of dedication that is often taken for eccentricity, if not fanaticism."

And, I started to think about these same things. It's like, you know, once you've experienced somebody building an info box an it's an open house for you, it almost seems silly to do it yourself. When all you have to do is send the link and say, "I've got another one".

Speaker 9: You're trying to do it all.

Dean: It's so funny. Okay. So, what else? Anybody else with experience or questions about, "The World's Most Interesting Postcard"? You're top 150 that how to calculate your return on relationship? Anything related to that? What's the thoughts here?  Okay, let's give you the mic.

Speaker 1: This is a question about getting referrals in general. Does anyone in the room use a charitable organization that they support in conjunction with their getting referral efforts? Because I know that there were people who were successful doing that. I've not tried it and I was wondering if anyone had.

Dean: Right. So, I have thoughts on it. But, you're saying to say to people, if you list your house through me or refer me, I'll donate money to a charity? Is that the essence of it?

Speaker 1: No. The essence is more, um, I have a goal to hit $20,000 this year for Habitat For Humanity. I'm trying to hit that goal. And, I'm gonna put X amount of proceeds of my business no matter whether you send a donation or not towards that, but if you could help me do that and your referrals help me reach that goal. Something along those lines. I don't have it perfected. However, I have the materials to sort of perfect it.

Dean: Yeah.

Speaker 1: But, I've talked to people who do it and say that is ... It does work. So, I just don't know if anyone else is doing it or trying it.

Dean: Yeah. I think there's a lot of evidence that will show that it's actually counterproductive to what your real goal is.

Speaker 1: Right.

Dean: And, the reason being that you're putting a sort of bounty on something. Right? And, the whole premise is that they're in control. You're saying, "Since ..." You're saying, I'm doing this nice thing over here and if you can help me do this nice thing, you're implying that they have the control to refer somebody to make your dream come true. Right?

That's if you follow the lines of thought that you're saying. That implies that they have that control or that they're going to talk about your because they like what you're doing. Which, is exactly like the article that you just sent me. Is we talk about, not because we like you, because we like our friends.

But, I think you definitely show what you're doing and do it. Evidence it. Show and talk about it and be the thing. But, not use it overtly to say, "Hey, support me in doing this."

Speaker 1: Got it.

Dean: Right. But then, when you're talking about it in your newsletter, or your letter from the heart, or the things without them ... Without sort of soliciting them to help you, that makes them want to help you even more. Right? Because, they can get behind that and they want to do it. And, it's ... They know that it's going to a good thing and that helps them get the most important reward, which is the psychic rewards that they get. The internal things. The feelings that we got. You know?

Speaker 4: So, I've never asked anybody to contribute. But, for every transaction I've done for 20 years, everybody on our team has contributed a portion to the Children's Miracle Network.

Dean: Yeah.

Speaker 4: And, we put that in our super signature. And, we get lots of people responding, "Oh, I love that. That you do that."

Dean: Yeah.

Speaker 4: But, we're not asking people to contribute themselves.

Dean: Right. I think that's a great thing. That you demonstrate it and you do it. And, because it's a good thing, but you're not using it to like say, "Do this with me because this is ... Because, I'm gonna donate to this cause." Right.

Speaker 5: When you sell someone's home, your seller is still ... You still have their email and whatever. And, let's say they move to another market. Then what do you do?

Dean: Well, that's what we were just talking about with Connie. That they're either sending them something so that you're staying in touch with them in case they ever move back or in case they have a friend in the area who's thinking about selling or buying and they're able to refer. Because they may be in touch with their relatives or their friends. And, they're saying, "Oh. We're thinking about moving." And then, you say, now they are even from afar able to direct and help people. I think that's a valuable thing.

Speaker 5: So, it would be, "The Most Interesting Postcard"?

Dean: The world's most interesting postcard. Yeah.

Speaker 5: Thank you.

Dean: Yep.

Speaker 6: Um, I get people that do that. And, I don't continue to send them the postcard. A lot of those folks were already on my market watch. And, they ... I stay in touch with those folks through the weekly market watch even. And, I get, all the time I see ... And then, I'll go through and look and see every now and then who's looking at the email.

Dean: I love the feature. Do you guys know that? When you send a broadcast if you click on the link from within the broadcast summary you can see who's opened the emails? It's great.

Speaker 6: The only thing I wish it would do is to link it to their account. With the individual account. When we used to be able to use...

Dean: Well, you can flag. You can make a note. If you use an intelligent link, you can see that they-

Speaker 6: Opened it up?

Dean: Yup. That happens with auto responders too. Note the result.

Speaker 6: Okay.

Dean: Yeah.

Speaker 6: And, the GOGO?

Speaker 7: Every time I send an email out and somebody opens something I've attached to it-

Dean: Yeah.

Speaker 7: I flag it.

Dean: It's called, "Flag Result" or "Opens" or whatever.

Speaker 6: It goes into which section?

Dean: Into the notes section.

Speaker 6: Oh, I've gotta get it. I've gotta figure out that.

Speaker 7: I'll email them right away. If I happen to be sitting there and I saw that they've watched something. I'll email them and say, "Hey, what did you think of that?" Or, "Hey, what's going on?"

Speaker 6: But, that's ... I use the market watch to continue and you'll see people that I've sold their houses or they've moved out of the area, or whatever, they continue ... They just ... They have friends that are still there or whatever. And, they stay in the loop with what's going on.

Dean: And, if you've gotta flag the people that are out of town, you might have that as a group and when something unique, or noteworthy, or newsworthy, or something happens, you may want to send a quick email to them. Just to feel like you're acknowledging that they're out of the way. You know? Very cool. I love it.

You know, it's fun. Especially, if you've got people like that in ... When you see a snowstorm coming in New Jersey or something like that, to send them a video from the beach saying, "Hey, hope you guys are hunkering down. We got a lot of white stuff too. But, it's a little bit different." You know?

That's kind of the cool ways of keeping in touch with people far away. Yeah. But, all that stuff helps. And then, this all feeds into your market making. The most valuable thing that you can create is your map layer on Google Maps with your Top 150. Where they live.

So, you've got ... If you export your data from GOGOagent, you can import it into a custom map layer on Google. I got all the instructions for you on the blog on how to do it. But, that will overlay where they live on the map with the pins on it so that whenever, it makes Market Maker Monday really easy. Where you look at who am I showing houses to this week? Who am I going to see about selling their house this week? And then, look at your map and see who do you already know ... Who in your Top 150 lives in those areas?

And, you can send a quick email to them saying, "Hey, I'm just going to be showing houses in your neighborhood there. Have you heard anybody talking about selling? Maybe we can match them up with this couple from Atlanta." That's a pretty simple easy to send email. Ron's been the one who's playing along the most with that. Chuck's been doing it behind the scenes. They've been really working on the Market Maker thing. But, I'm interested to see what the thought process is there or what experience, or blocks, or questions, or obstacles, or friction there might be around fully embracing that. Do you buy into it philosophically? You know? I think that's part of it.

What would you add for that?

Speaker 1: Well, the biggest thing that I've noticed is I'm very geographical as far as the map. So, I have it all in the Google Maps and then I can see the homes. And, a lot of times they're three or four in a row. And, if I take on-

Dean: It's amazing isn't it? When you start to see where they are. Like, you've got pretty good penetration in certain neighborhoods.

Speaker 1: Right. And, when I take on a listing, a lot of times I'll take a look at the price and then when I'm doing an open house or if I have a buyer that comes through then I already know which other homes in that neighborhood are in that same price range. And then, I can match them up that way as well.

The other thing with the Market Making, if I'm doing it in a geographical area, and I think I was telling Penny about this, is if I'm doing an open house on a particular property and it's within the same range, I'm seeing the same faces come through the open houses at different properties. And, they're seeing mine.

So, they're seeing the same person and eventually I just become their agent because I'm the consistent one that they keep seeing. Whereas, every other open house that they go in it's one off or one off there. Or, it's a different agent, or it's a newer agent who's trying to get some open houses, or whatever. But, yeah. Once you really get your mind going on it, I'm starting to just see it everywhere I go now. It's top of mind.

Dean: I think this whole idea of being Market Maker, you can add to it even the idea of ... Imagine if every time a house was listed in the zone of their immediate ... If you're like, you gotta get this. You have to take this approach that when you are the incumbent realtor in a house that it's unconscionable that somebody within ten houses of that house would list without you. That's really the ... That's gotta be kind of the mindset that you have. Right? Where you're coming from on this.

And that, when you think about your clients and the people that you know, if every time something comes listed on their street, that you are the one who alerts them to it. Right? That you've just a got a simple standard email that says, "Hey, what did you see? This one. I don't know if you saw it, this one just came on the market right here. There's probably gonna be a lot of activity like that. Have you heard anybody on the street talking about selling?" That might be an interesting thing to have.

Now, you could have ... That'd be the kind of thing that you could have a VA do as almost like a listing next door to your own clients. If you have somebody looking at the inventory of the new listings that came on today and they're looking at the map and map finding the ones that are within 20 houses of the .... One of your pins. That they get that email that is just a cut and paste or you send the templated email without you having to do it. You know?

Speaker 1: The other thing too with buyers right now because inventory's so low, they want to know about homes before they come on the market.

Dean: Yeah.

Speaker 1: And, I've heard that over and over now. We want to know about homes before they come on the market. How do we get that list? And, that list is, well, it's right here.

Dean: Yeah, exactly. Yeah. And, that's part of thing. In your Market Watch emails the PS of your Market Watch can always be about that. That PS, I'm going to see about a three bedroom in River Run just reply to the email. Let me know if you want me to send you all the details as soon as I get back. Then people are like, "Oh, me, me, me. Tell me about this."

Speaker 1: And, I've also seen with sellers too that receive the email, they'll say, "Well, we're not interested right now, but the house down the road ..." And, sometimes they might not know their name, but they know their occupation. They'll be like, "The chiropractor on the corner, we noticed, was moving some stuff around. Or, had a moving truck there." And now, it's just opened up a new conversation with them as well.

Yeah, a lot of wheels there for sure.

Dean: Yeah. So great. Okay. What else? Okay, microphone.

Speaker 8: The open house flyer that I think was yours, is the flyer that goes in the flyer box the exact same thing without the open house across the top?

Speaker 1: Without the open house across the top. Yeah. That particular one was just for the neighbors that I was putting on ... Like, I had a runner kind of go door to door. That way, it had the seller stuff on the back. But, the one that goes in the actual info box would have no open house on it. Where the line was where it says, "Just follow the open house signs." I'll have the three bedrooms, two bath, and then square footage. And that's the one that I have in the info box.

Speaker 8: And then, do you also have the report on the back?

Speaker 1: I don't. So, when I first started there, I didn't have anything on the back. And then, I started thinking, well, I want to use that space. So then, I starting putting the MLS sheet on it thinking ... But, that was kind of an old school way of thinking as well. And so, I'm still trying to work what to put on the back. Right now, I just have the MLS sheet.

Dean: We had five or six different backs of the info box five depending on neighborhoods. So, we had zones.

Speaker 8: Right.

Dean: Where if it's in Winter haven, we had the ... A half page that was about search all the homes at Living In Winter Haven. And then, a half that was the free whatever that month is report on Winter Haven house prices. So, we would have the neighborhood reports and the half page.

But, again, I look at the thing as the easiest thing to implement. That would be an extra credit type of thing. If you could do that. And, it's easy to track all that stuff to see.

Speaker 8: And, does the GOGO client have a tracking codes?

Dean: Yes

Speaker 8: Okay.

Dean: Yeah. See, every landing page you can set it up to flag that they came from that as a source. Or, you can just put a flag. Source, info box. Or, source, Craigslist. Or, source, whatever it is.

Speaker 9: Are there any training webinars yet?

Dean: Um, well there's videos. There's tutorial videos.

Speaker 9: Oh, there are. Okay, thanks.

Dean: Yeah.  I'm just so busy with all these listings and team members. Yeah, the best tutorial video is just push this button. Yeah. Push the easy button.

You know, that's the thing. When we talk about time, that's the thing. It's like, I've ... My big thing, you see, my cow in the hat here, that's the constant reminder that the limitation that we have on anything is when we're trying to be a self-milking cow. We're trying to make the milk, and milk yourself, and process it, and take it to market, and make the cheese, and make all the derivatives when you're the happiest just being a cow and making the milk. Right?

That's the only ... That's it. You've got the happy cow and yeah. That whole thing. It's like the main difference is asking "who" not "how". Really, I've broken myself out of the habit of asking ... I don't want to know how to anything anymore. I'm ... It's not a winning question. How to do something is something that is like writing a blank check that's payable with the only resource you have that's non-renewable, your time.

You don't know how long it's gonna take you to learn how to do it and then even when you learn how to do it, you then have to do it slowly and poorly because it's the first time and, frustratingly, to get to done. Whereas, if there's anybody else who knows how to do it, if you focus on finding a "who" not a "how", who can do this, you're immediately done and you get to continue going on and finding the what. What are the ideas? What's and who is where all the money is. That's where the big growth is in your business. The things that slow you down are when you dig into that how hole. You know? It's the truth. I mean, that's really ... That's the big thing.

Speaker 10: How about referrals that are not your referral ideas? Okay, so like Zillow referrals. I mean, well, I ... Okay, I'm sorry. Zillow reviews. Because, now the consumer's going to the review-

Speaker 1: Those are ... What we're talking about ... That's gonna be appropriate when we're talking about finding buyers.

Speaker 10: Uh-huh.

Speaker 1: because you're talking about finding people you don't know.

Speaker 10: Right, okay.

Speaker 1: That's all ... it's in the back end part.

Speaker 10: Thank you.

Speaker 1: Okay, good. I got all flustered there for a minute. So, what were you asking me?

Dean: Other ideas. Other referral ideas. Yeah, what I'm talking about is specifically referrals from the people who know you, like you, and trust you. From your Top 150. Maximizing that group. And so, the baseline thing that we do, first of all, you gotta have your 150 recommends, who they are, get them all set up. Get them entered into your GoGoAgent CRM so that you can now work with them. Right?

That's gonna take some unit of effort to do it. Now, we've gotten it to a point where all you really need to do is scribble their first and last name and the town on a piece of paper and we can go and find the people because we've joined all the people finding services. So, you can let Diane or William do this for you guys at ... That may take five hours to find 100 or 150 people total to get to find them and enter them into your GoGoAgent, but that's a onetime thing.

You've gotta ... That's barrier to entry. You've gotta do that. So, you can either do it yourself, which is so unlikely if you don't have them already put in there, you've been thinking about it, you've heard me talk about it, and you still don't have them in there, there's probably a good chance that if you just push the button and you don't have to think about it anymore, as soon as you find the who, you're done. Because the who is gonna bring the how with them. Right?

And now, you get to write a check for a known amount of money with the only resource that you have that is completely renewable. And, not only renewable, but multipliable, right, your money. Your money is the biggest tool that you have to free yourself from ever having to know how to do anything. Yeah.

Um, some of them. I don't know which ones. Canada still has some different privacy protections or whatever. But, I think mostly the US. Yeah. Good to test and find out. Right? Yeah. Okay. Any other thoughts on referrals? Yeah.

Speaker 1: Yeah, on referrals. So, I want to be on the Referral Olympic Team here.

Dean: There we go.

Speaker 1: Yeah.

Dean: That's the thing.

Speaker 1: So, this kind of ties in with the Listing Multiplier Index.

Dean: Yeah.

Speaker 1: With the last one of how do you get a referral from a seller. So, I started thinking about this and maybe I learned this from you so maybe you can go on with it. But, is the particular activator of being able to see the opportunity to go through? So, at the end of a transaction in the past for me, I'd always ask for a referral of the end of the transaction, which I had realized how much opportunity I was losing because it's kind of like pregnant women. They notice other pregnant women out. And, I said, well, gosh, if I'm at the listing table or if I'm with a buyer, you're gonna notice. You're gonna be hyper aware of and notice conversations about real estate throughout the transactions.

So, when you close, all of a sudden it changes to paint colors and furniture. And so, that's one thing that has helped with my listing multiplier index as well, is asking for those referrals up front. And saying, you're gonna notice these conversations and then-

Dean: Well, that's what the strategy session ... You're wrapping all of that conversation into a strategy session, which sounds like, this is completely for my benefit as the seller. This is for my benefit and I'm feeling like you're soliciting my involvement in the process that I'm feeling like I'm a part of team here. And, I play a valuable role in this. And, all of these things are about the strategy of how we're going to expose this and how we're gonna have a competitive advantage. Right?

Ah, they're never more excited about it than the moment that they're right at the beginning and things are happening and you ... The property gets listed, you take all the pictures, the info box flyer, the landing page, all that stuff is done. And then, you're scheduling. Now we're gonna do the strategy session and you're showing up with these maps that are like these overview things. And, it's all ... You've got your big markers and your highlighters. And, you printed off my Top 150 friends. And, this is like serious stuff here. Right?

And, you're showing everybody, we're gonna pick the story. And, we're gonna create. And, we got the PR team involved here. The whole thing. It's really pretty amazing. Like, they're gonna ... That one hour of doing a strategy session like that is, I think, an amazing opportunity.

So, I want to really ... Anybody who wants to be on that Listing Multiplier Olympic Team, I want to go down that path with you. You know? And, that's it.

Speaker 2: I'm currently doing a monthly email. I'm sorry, a monthly newsletter to pass clients at about 2,000. And so, what are your thoughts on just sending The Most Interesting Postcard to the 2,000 and not the monthly email? Or, monthly newsletter?

Dean: Remember, this is the bottom line of it. Is my thoughts do not matter. Your thoughts don't matter. Nobody's feelings about it matters.

Speaker 2: Well, what you think matters is-

Dean: But, what the consumer would like best, that's what we're gonna find out. The only way to know is to test and to say, okay, we've been sending ... How many often do you send the newsletter right now?

Speaker 2: Monthly.

Dean: So, you send 2000 newsletters out to your clients. Now, do you know and measure your return on relationship?

Speaker 2: No.

Dean: Okay.

Speaker 2: I know it's good, but, no.

Dean: I know it's good. Well, you have access to the data. You could get that number if you did. But, without that number, how would we know what's better if we didn't have that number?

Speaker 2: Right.

Dean: Right. So, the most important thing is you sent out 2,000 newsletters a month and you generate some number of referrals. Relative to that 2,000 people, you know? Because you're in a situation where you're doing things on the enterprise level as opposed to an individual realtor level. Right?

So, on an enterprise level, let's just take the real number. You've got 2,000 people, you're mailing 2,000 newsletters a month, you're generating some number of referrals. If we were on Price Is Right and we had to guess the number of repeat and referral transactions that you get from that group of 2,000 people, would it be, if we did...

What's your favorite Price Is Right guessing game? Is it the mountaineer? The yodeling mountaineer? The one ... He's saying, I don't know how high low works, but I'm gonna start saying numbers and yodeling. And, when we get to a number that you think is the one, you push the button and we'll stop the yodeler. Okay?

Speaker 2: I don't watch much TV and so I don't know how that game show works.

Dean: I'm just gonna say a number and you tell me when you think we're close to what that is, okay. If I say, "10 repeated referral businesses" do you think it's higher than that?

Speaker 2: Is that yearly?

Dean: Yeah, in a year. In 2,000-

Speaker 2: I think it's four, three times higher.

Dean: You think it's 30.

Speaker 2: Yeah.

Dean: You maybe got 30 repeated referral transaction from 2,000 newsletters that you're sending out?

Speaker 2: Yes.

Dean: Okay.

Speaker 2: However.

Dean: Okay.

Speaker 2: When a buyer comes in or when we get a referral through the main number, which is where most of them would come through, my agent just puts down that it's a call in.

Dean: Yeah.

Speaker 2: So, the call in, they don't always know that it was a referral and that's why-

Dean: Well, they would if you did a call in and you took their information and then you looked, oh, they're already in the database and we've been sending them the newsletter. Their either on-

Speaker 2: Well, that's what ... Well, the repeat business calls me, but the referral doesn't call me. They just call into the office.

Dean: Okay. And so, do you record ... Is the staff trained to record how that came about? Like, ultimately you're gonna find out that it was a referral?

Speaker 2: No. It goes directly to whoever the opportunity agent is that day.

Dean: I gotcha.

Speaker 2: And then, that's considered a call in.

Dean: Okay.

Speaker 2: So, a call in could be a number of different reasons and they just assign calls.

Dean: So, they-

Speaker 2: I need to source it better.

Dean: Yeah. I'm saying that that's absolutely true.

Speaker 2: Right. I know that.

Dean: Yeah. When you get into that, that we can look at what ... We can whittle away at what that number is because if you say, "Certainly, we're gonna know how many repeat transactions you did because those are already gonna be on the list. Right?

And so, if you're saying that it might be 30 that would be a pretty low return on relationship for that. Right? Now, the other thing is then if you take ... And, it may be higher because you may not just have that awareness of it. Right? But, it's important that you know that number. Now, you could also take a ... because I could get you to 30 with just 150 people. Right?

Speaker 2: Right.

Dean: So, it may be that we take the 150 people that you personally know well enough if you saw 'em at the grocery store, you'd stop and recognize them by name and let's send that postcard to those people.

Speaker 2: Right. Well, I don't recognize them by name, but I never forget a floor plan. So, does that count?

Dean: Does that count? That's so funny.

Speaker 2: It's true.

Dean: I bet it's true. Yeah. I bet it's true.

Speaker 2: Well, but I also don't think that my newsletter is read by many people.

Dean: No. And, there's the thing about ... That's the thing about that postcard is that it's easy to consume.

Speaker 2: Right.

Dean: And, it's easy to get it. Right? And, it's interesting enough that you're gonna look at it to see what's on there. The other thing that is important, I think, is that this might be strategy that ... Let's say you take 100. Let's say you've got the people on your team. You've got agents and you're a men team, and anybody who there. If you take some number of those, this would be an experiment worth doing. Is take some number of those. Have them list their Top 100 people that they know and let's send The World's Most Interesting Postcard from them to their 100 and compare them to the half of the team or the other part of the team that you're not sending it. And, see how many referrals they get. Compare it. That would be a good win. Right?

Speaker 2: Right.

Dean: When you're doing something on an enterprise level to cull out a group. We're just doing a test with Churchill Mortgage on that. We're gonna do with six people this program exactly like that. Yeah.

So much great opportunity in referrals. I think you guys get the sense. Like, we could do a full two days on any one of these things. Right? Because we're just scratching the surface on what's possible with these. You know?

So, I'm glad we're having this conversation to get kind of a lay of the land to literally set the baseline of what we're talking about. And, I'm looking forward to another great day tomorrow.

Dean: And, there we have it. I love doing these live sessions. I love the energy of it and the dialogue. So, you're surrounded by people who have been doing this for years and being in the same room with people who are just getting started. And so, you know, we set that gold standard of 20%. And, if you look at it, if you've got 100 people that you know, we should be able to generate 20 transactions for you.

If you got 150, which is where we max it out in terms of the people who know you, like you, trust you, and you would recognize them and have a conversation at the mall, that's what we're really looking for here. Is to manage those for a 20% annual yield.

And, one of the sort of baseline tools that we use to do that is what we call, "The World's Most Interesting Postcard". And, the subscription to The World's Most Interesting Postcard comes with your membership in GoGoAgent. I've got all the tools there for you. And, you can get a truly free trial by just coming over to gogoagent.com. Come on inside, take a look around. We've got a whole section on getting referrals, which includes a download of The World's Most Interesting Postcard for you.

So, come on over to gogoagent.com, take a look, and see what we've got. Then, if you'd like to continue the conversation here you can go to listingagentlifestyle.com, you can download a copy of the "Listing Agent Lifestyle" book and if you'd like to be a guest of the show, just click on the "Be a guest" link.

That's it for this week. Have a great week. I'll talk to you next time.