Ep191: Multiplying Listings Action Plan — ListingAgentLifestyle.com

Today's Listing Agent Lifestyle Podcast is the second of five Clubhouse rooms we're recording discussing the Listing Agent Lifestyle.

It's a great conversation talking about multiplying your listings, and going deep into the opportunity you have with each listing:

Selling this home
Finding your own buyer
Finding another home for people not interested in this house
Getting another listing and getting a referral

Finally, we explore the minimum effective steps we can take using tools like info box flyers and other simple ways to engage potential buyers.

Highlights

1. The episode discusses the concept of the Listing Multiplier Index, a tool used to measure how effectively a real estate agent's current system generates transactions from their listings.
2. Dean shares practical methods and strategies for maximizing real estate listings and increasing return on investment.
3. We explore methods to generate leads, such as identifying potential buyers and leveraging the power of info box flyers.
4. Dean provides detailed chapter summaries to guide the listener through different topics, from multiplying listings to generating leads and nurturing relationships.
5. He shares real-life examples and case studies of successful listings generated from info box flyers, reinforcing their effectiveness in lead generation.
6. The importance of nurturing relationships with potential buyers is discussed, with strategies including sending 'just listed' cards to neighbors and using analytics to identify viable leads.
7. In this episode we introduce the concept of 'chicken candling' as a metaphor for analyzing leads and identifying 'five-star prospects' who are most likely to engage and convert.
8. Dean discusses the use of Facebook ads and digital marketing techniques to reach a wider audience, emphasizing the cost-effectiveness of digital distribution compared to traditional print flyers.
9. It is recommended to send just listed cards to the immediate 20 homes around a new listing and up to 200 homes in the wider neighborhood, to attract potential buyers and generate leads.
10. We end the podcast by introducing the concept of an 'easy button,' a service provided by the host's company to automate the marketing process for real estate listings, thereby freeing up time for the agent.

Transcript: Listing Agent Lifestyle Ep191

Dean: Welcome to the Listing Agent Lifestyle Academy Lounge. I think we like to call it that I don't know what the official terms are for what these rooms are called on Clubhouse, but I'm happy to be here and learning the moves as we go and we've had a great week so far and I wanna go ahead and get started right here on time for an on time departure, because I've got so much to share about this topic of multiplying your listings. Yesterday we had a great conversation about getting referrals in your top 150 and that's available in the Listing Agent Lifestyle Academy Clubhouse or I'm posting these as episodes on the Listing Agent Lifestyle podcast at listingagentlifestylecom. So if you're listening to this on a replay outside of Clubhouse, we'll put all of the examples, all of the downloads that we share in the Clubhouse here in the show notes of the episode, so you can do that at listingagentlifestylecom. I've got so much I could talk about on this. I could literally talk for days just about multiplying your listings, and so I will. I'll keep going here and I think I'm learning the moves as we go here on Clubhouse. So if you've got a question at any time throughout the anything I'm talking about, you can press the raise your hand button and we'll see that you have raised your hand and when it's appropriate break, I can go right to that and make sure that you have clarity. But I wanna make this as actionable as possible for you. I wanna give you the real practical, usable things and I'm gonna give you the tools to do it.

So let's talk about this opportunity first, because in this session we're talking specifically about taking advantage of all the opportunity that you have with a unique asset that only you have, which is your new listing. And I wanna talk about the scope of this because I believe this is one of the most overlooked opportunities that people don't capitalize on. And here's what I mean. The guiding thought around all of this is that each listing that you take comes with not just the opportunity to get that listing sold, which is how most people measure success and how most people kind of lull themselves into a false sense of pride and support of being a listing agent that they think all of my listings, I price them right, I put them in the MLS and the markets hot, and they all sell for asking price or over asking price in a certain amount of time. And the saddest words that I hear people say is I don't have to do Infobox Flyers or I don't have to do Just Listed or I don't have to do an Open House. And I think to myself, man, what a sad like testament to missed opportunity there. And so I wanna get you excited about what this could possibly be for you, and I wanna calculate what, in the theme that we've been sharing over these sessions, is how much are you losing right now by not having a really systematic way to maximize every listing that you take? So this all hinges on a concept that we call your listing multiplier index, and this, like your return on relationship that we talked about yesterday, is a metric that is happening, whether you're aware of it and measuring it and conscious of it or not, and I'm gonna show you how to calculate it right now so that you can set a baseline for what you're working on here.

So the first thing is that we look at the opportunities that come with each of these listings as five opportunities that you could uniquely take advantage of as soon as you get a new listing. And those five opportunities, not just one transaction of getting the listing sold on MLS, but you've got the opportunity to find the buyer yourself. You've got an opportunity to find a buyer who buys another house. Maybe that one's not the one for them, but they came to your open house or they responded to your Facebook ad, or they called on a sign about that house and you came in contact with them and you were able to work with them to find them another house. You can get another listing in the neighborhood. As soon as you sell one listing in a neighborhood, you become the de facto reigning neighborhood expert. You're the one who sold the last home in the neighborhood, especially for the people who have a house like that one or in that same general price range or style. So you've got an advantage over all the other. You've got a proven track record of getting the job done in that neighborhood and you've got the opportunity, uniquely, to get a referral from the seller. Now, all of these things can happen before, during or after, 30, 60, 90 days after you take that listing. That's the hot zone that we measure for getting the points on the board here.

Now what I want you to do to calculate this I'll share the actual secret with you is to take the last 10 listings that you can remember, last 10 listings that you took and just write down the names of the people or the addresses of the property that you sold on your last 10. And if you haven't done 10, whatever that number is even just take your last listing just to go through the exercise here. So you're aware of it, and we take that and we count how many transactions did you generate from those last 10 listings? Did you get it sold? Did you find the buyer for that house? Did you find another buyer who bought another house because of you meeting them from the marketing that you were doing on that one? Did you get another listing in the neighborhood or from someone who was looking to buy that one but needed to sell their house and did you get a referral from the seller? So if we take that for your last 10 listings, there's 50 possible points that you could get out of that.

Now, when I present that in a group of people and we actually take the time to do it, what we typically find is that people are going to land somewhere between 8 and 15 possible points out of 50. So do the math for yourself on that right now and just kind of think as best you can back of the napkin and maybe you can do the forensic analysis later, because this is a very valuable thing within your business, very valuable opportunity, and I'm going to show you practical things that you can do to really maximize this. But let's start with and calculate what your actual listing multiplier index is. So we take that number of points that you got out of 50 and we divide it by 10 to get an index like your golf handicap or your bowling average. So if you got 15 points, your listing multiplier index would be 1.5. If you got 8 out of a possible 50, your listing multiplier index is 0.8. And so how we use that number is to imagine and look at now your current system. Every time you get a new listing, you can expect that your current system will yield that multiple of transactions because of the way that you're currently doing your marketing.

Typically, people have a listing action plan. You're doing something when you get the new listings and you may have consciously chosen that I don't do infobox flyers or I don't do open houses or I don't do just listed cards, but whatever it is, whatever your current system is, maybe instead you do floor plans and 3D you know 3D renderings and you do video tours and virtual tours and drone shots and lifestyle videos and all those things that we're going to talk about. Some of those, because what I'm looking at here is I want you to get the most return on every dollar that you spend to multiply your listings. But let's take your listing multiplier index. If it's, and if you want in the chat, if you can type in your listing multiplier index, that would be fantastic. I'd love to see what everybody is doing, if you've gone and calculated that on the back of the napkin here and so just know that number multiplied by let's use $10,000 as an average commission for one side of a transaction and weeks established earlier this week that you know the national average house price right now is over $390,000. So it's pretty conservative to say a $10,000 commission, but if it's seven, if it's six, whatever it is, just multiply the number of points that you got, times the number, times that transaction value. So if you've got 12 points, that means that you generated, on your last 10 listings, $120,000 out of a possible $500,000, which means what? Which means that you lost $380,000 by not having a system that multiplies your listings to the fullest extent.

And I want to get you excited about that because you know how many of you think that you're going to get 10 more listings in your career? Hopefully all of you. That's a great outcome for you that you're anticipating that you're going to get 10 more listings. Well, what would it be worth to you if we could raise your listing multiplier index from one to three, the one that we call the clubhouse leaders nothing to do with clubhouse, but that's a term in golf when people are in and leading the field. Our clubhouse leaders have a listing multiplier index of 3.5. So when you look at that, that means that the current system that they're using is yielding 3.5 transactions every time they take a listing. So what difference would that make for you? If we could raise your listing multiplier index, even from one to two, that would be an extra $100,000. Over the next 10 listings, we could raise it to 3.5. You know it's an extra $250,000 for you. So this is an opportunity worth capitalizing on. It's worth investigating, worth getting yourself excited about. Hopefully that's exciting for you.

So what we want to look at is how do we actually do this? Let's talk about some practicalities of this, because I want to make sure that you're excited about it, but also that you're equipped with the ways to do it. So the first thing that we want to look at is what are the easiest things that we can do to get these extra points? So, first of all, one of the best mindsets you could take is to start acting like a for sale by owner with a deadline. What would you do, would you have an advantage, if you were a for sale by owner and you couldn't put it in the MLS? Would you have you been paying attention and generated enough? You know enough systems in place to be able to find a buyer yourself, and do you ever take that kind of approach? You know, if you raise the intensity, guess what? If we look at the first three points that you could get getting the listing sold, finding the buyer and finding another buyer who buys another property there are certain things that you can do that are going to help you with all three of those things.

And so, when we look at it now, what do you need to do? What we need to do is we need to find the people who are looking for a home like that. We've got to have a way to get into a conversation with those invisible prospects. Now, that's one of the things, one of the recurring themes that we talk about here is identifying whether you have visible or invisible prospects. When we talk about your top 150, those are visible prospects. You've got a name, you know where they live, you've got their phone number, their email, their address. You can directly communicate with them.

When you're going into a farm area and you're trying to get listings in a particular neighborhood, you're dealing with visible prospects. When you're trying to find buyers, people who want to buy a house like that, you're dealing with invisible buyers. You can't get. You can't point your finger at those people who've always they've just been waiting for a country squire special on the ravine with the swimming pool to come on the market and they're going to jump all over it. I still remember those. That was like gold, that was money in the bank.

If you had in Georgetown circa 1990 to 96, if you had a country squire special on a ravine with the pool, that's the apex, pinnacle of what you could possibly have. You put that in the newspaper and you are in for your phone ringing off the hook because that was the most special listing that you could have in Georgetown. You know people are ravenous about those. I was like Jeff Foxworthy had a great saying about some particular apple cobbler. He said if you put that on top of your head, your tongue will beat your brains out trying to get to it. Well, that's what the country squire special with a pool on the ravine was.

And you probably know, in certain areas in your neighborhood, in your town, there's certain listings that if you got one of those, you're you know you're going to get lots of activity. So we want to turn that kind of excitement into a way that you can identify those people, and we've got lots of tools for you to do this. So we've got to have a way to receive those people in a way that doesn't take any of your time. So we I created what I call an instant open house. You imagine if we could just get people to raise their hand and say, hey, I'm interested in this house. That's the job of work that we're trying to solve for here. If we're hiring anything to do this job, that would be what we're trying to do Right, and base camp one would be go and find me people who are looking for a house like this one. So how do we do it?

I set up this idea of an instant open house. I love that concept that people can get all the information. They don't have to get out of their car, they don't do anything. They can get all of the information. So we set up that digitally. We can set up a receptacle, a greeting system to attract the people who are interested in the house, just like this one. Excuse me, one of the best things that we can do is get the domain name for the address of your listing, so I'll set up a sample for you. We'll post it in the chat. But if you go to 22graystonecom, you see an example of what an instant open house looks like.

Now I want to introduce a concept to you that is going to be maybe counter to what you have maybe thought or maybe been taught, and it revolves around this concept of the minimum effective dose and those words. When you understand and truly embrace them, your whole world is going to change. And the minimum effective dose is a medical term where they in scientific things, in experiments or we're trying to create an outcome, they measure and look what's the minimum amount of the required element that will create the outcome that you're looking for. So once you get past that minimum effective dose, there's a diminishing return, you're not getting additional outcomes. So I know that the job of work of finding somebody if I want to get somebody who's interested in 22graystone is if I set up a URL called 22graystonecom and let people know you can get all the details about 22graystone at 22graystonecom. That's all I need to say to get people to go there. I don't need to.

The job of work is not to convince people to buy 22graystone, it's to compel the people who are interested in 22graystone to go there, and what I want them to do once they get there is raise their hand and say, yes, I'm interested in 22graystone. So if you go there, what mostly what people think that you need to do with a listing website is that they put all of the details. They think that the job of work of the website is to sell people on the property, which it's not. That's not the job. The job of work of 22graystonecom is to get the people who are interested to raise their hand to become visible prospects. So let's track this along each step. There's a minimum effective dose that is geared towards a very specific outcome, the outcome that I want for 22graystonecom. The only thing is I want them to go to 22graystonecom so I tell them. You can get all the info, pictures, profiles, all of the stuff at 22graystonecom Once they get there. That has done its job. So, whether I do that with an info box flyer, whether I do it with a Facebook ad, whether I do it with a just listed postcard, all of those things are with one single purpose in mind to get people to go to 22graystonecom. By the way, you can equip your sellers to tell people hey, yeah, we're selling our house. It's all at 22graystonecom. Everything, all roads lead to 22graystonecom.

Now, when you get to 22graystonecom, what you'll notice is not there is all of the information. There's no virtual tour, there's no lifestyle video, there's no floor plans, there's no drone shots. There's none of that. The only thing they're greeted with is a big picture, full screen picture of the house from the outside, like you would see it if you were driving by an instant open house logo and an invitation that says welcome, come on. In. All the details right here pictures, schools, profiles.

Leave your name and your email address, just like you would have people do if they walked into an open house. You have people register for your open house, sign the guest book, so by not having any other thing for people to click on. You highly increase the number of people who leave their name and email and probably their phone number. Remember, though, everything I'm talking about. I want to treat it for you like your phone only accepts incoming calls. So often we don't even ask for the phone number, but if you got a name and an email address for everybody that wanted to get more information about 22 Graystone, that landing page, that instant open house, will have done its job superbly. A plus, and that page gets more people to do that than by having all kinds of things for people to click on and download and look around. It's like the. We use it as a placeholder, a bookmark, to say yes, you're in the right place. This is 22 Graystone, come on in. It's like greeting them at the front door. Now, once they put their name and their email address in the instant open house landing page, you have identified an invisible prospect who happens to be interested enough in a house like 22 Graystone To leave their name and their email address. So you know now you've got a visible prospect, and you know what price range, neighborhood, type of home they're interested in, because they voluntarily left their name and email and maybe phone number there for you. So I want you to celebrate that as a win.

And you know, when we look at how do we get people to that instant open house, there's a number of ways. One of the easiest things that you can do is to put an info box flyer in front of the listing. Now you may say, wow, that's an old school strategy, absolutely. But you know what is also true it works. It works today, it works in all markets, it works in all price ranges. There are going to be some number of people, greater than zero, who will drive by a neighborhood, drive by your listing. They'll take the info box flyer, they'll go back to their car, they'll scan the QR code or they'll type in the URL, or they'll text their email address to the special phone number that we have set up three ways for people to become visible and you will have identified almost free leads. Because the cost of the info box flyers are so little, we're just going to put it in front of the listing. Now you can use a sign writer with the QR code. That's fine too. There's something nice about having and seeing people can have a talisman, a placeholder that this was a listing that we drove by and we want to get the information about. It's kind of a very low cost way for you to get initial people.

And guess who else might take one of those info box flyers? Is it possible that one of the neighbors is going to be out walking their dog late at night? Take one of the info box flyers and is a nosy neighbor. Want to find out what's going on, see what you're up to and remember this is one of your ideal target audiences here people in that same neighborhood. They're watching you, they're watching what you're doing, they're watching everything that you are masterminding for their neighbor. They want to see how you do because maybe they're next, maybe they're going to sell their house next or maybe they've got a friend who has said to them let me know if you ever hear anybody put in their house on the market. I'd love to live in this neighborhood. That happens all the time.

One of the very most expensive listings that I ever got came from an info box flyer. It was a horse farm in Caledon, ontario, outside of Toronto, and I listed the property and I put out an info box flyer and the people in the farm across the street from that I literally put out the info box flyer. And by the time I got back to the office I had a phone call from the lady who owned the farm across the street. She said I have the buyer for your horse farm there, dr Lloyd Barad. He was a cosmetic surgeon in Woodbridge in Toronto and he's going to be calling you. His daughter is a show jumper and he's looking for a horse farm for her with an indoor riding arena, which this property had. So literally he reached out, called, we showed them the house the next day and he bought it right there. I double ended that and at the time this was a $850,000 listing, which was huge back then, but that all from an info box flyer. So it happens all the time. We just had a situation. We have a client in Santa Monica who had a $8.5 million listing very close to the beach. We generated 60 to 80 listing leads from info box flyers and instant open house for an $8.5 million listing. So I want you to think about that for yourself here.

The info box flyer is a simple, easy thing that you can literally do today. Now, one of the things that we can do with that info box flyer. And, stuart, can we post up these examples for you too, the whole. If we can post up the info box flyer, that would be great that people could see if we've got the 22 Graystone info box flyer. Diane, I would appreciate that, so that way you can see this in action and see how the pieces all fit together.

I've shown you 22graystonecom, but the simple piece of paper that gets people to go there. Remember I mentioned this idea of the minimum effective dose. Well, I'm not trying to convince people to buy the home from this piece of paper. The only thing I'm trying to do is get them to go to 22graystone. So I'm only putting amplifiers. I'm sharing with people. Here's where you can get all the info. There's a picture of the property, the price range is there, the address is there in big bold letters and I get the dot com so that they can go there, or they can scan the QR code or text their email address so they can get all the information sent to them. That's a fantastic opportunity for you there.

Imagine what would those leads cost you on Zillow or if you were buying those leads, buying zip code leads and how much more valuable is it to have exclusively the name, email, phone number of someone who drove through a neighborhood, saw your listing, got out of their car, picked up an info box flyer, scanned the QR code, went to 22graystone voluntarily put in their name and their contact information. Would it be fair to say that lead would cost $60 or $70 on Zillow For you? And here you, just for $5, put out 100 flyers inside the info box Pretty low cost right Now. The great thing that we've done with that info box flyer is we distribute it through Facebook leads. If we take that exact info box flyer, we turn it into a Facebook ad and send it to people's digital mailboxes. Right now, of course, you can only do a 15 mile radius. This is the minimum you can do for real estate related ads right now. But you can distribute it into people's digital mailboxes for between $0.02 and $0.03 each time it shows up. If you imagine you're scrolling through Facebook, every time your screen lands on something it fills up the whole screen. I've been treating those like digital postcards and it costs you about $0.02 or $0.03 to get in somebody's digital mailbox like that, their news stream, their news feed. So when you look at that very inexpensive, it's actually less expensive to distribute it through digital delivery than it is to print out the actual flyers Probably costs you more money to print the actual flyers than it does to distribute them through Facebook.

So it's an amazing opportunity and you can completely control the budget. You could spend $5 a day. You could spend $25 a day, whatever it was. Let's say you've got a budget for $100. You could do $20 a day for five days. So you could do $10 a day for 10 days. Get it in front of as many people as you can.

Facebook's algorithm will find the right people. You know we're really finding now that it's. You know it's better to let Facebook try and find the right people than it is to try and outsmart the algorithm by using interest groups and all that kind of thing. They know what they're doing. They want you to be happy, they want to get as many people as they can and they want to show people relevant content. So they know who's looking, they know who's thinking about maybe making a move. So they're going to show that to people because that gets them excited and they can create the lead form right on Facebook. So you don't even have to create a landing page for it.

But you can certainly send people to 22graystonecom as well. Now, when you look at that. Another great opportunity you could do is to give your sellers a JPEG copy, a picture copy, of the Infobox flyer to have on their phone so that whenever they hear people or want to tell people about their house, they can just text them a picture of the house with the URL right there 22graystonecom. Now, what a great if you're going to get a listing, by the way, as a footnote for this. What a great tool for you to in advance buy the domain name of the listing you're trying to get. You know, a $10, $12 investment for you to have 22graystonecom. Show them what's happening here, show them what you're doing before you even show up to get the listing. It's a great tool. It gives you a great advantage and if you can show people exactly how the whole thing works, you know you've got a great opportunity there.

So I want to talk about what you get when people leave their name and their email, because we're going to continue this thread of minimum effective dose, remember, even now. So we create a property PDF, just a brochure about that particular listing. That just has the images and basic information about that. But it's beautiful, it's nice looking. We use a hero shot of the front of the house We've got the nice, you know welcome to 22graystone. And then inside we've got pictures, just a handful, just an idea like, almost like we're mirroring what would happen if people could open up the door and just come in.

They're not going to get your narrative, they're not going to get the insight, they're not going to get all these, the full tour. And the reason I do this is because I know that you're not likely to do anything more than put these pictures on here. I can barely get people to do that. Just real talk with you. That I. The biggest frustration, the biggest thing that I have to spend the most time with, is getting people to do stuff. Yeah, I can give you exactly what to do. I can show you and give you all the tools to do it. I can, you know, tell you tales of people who are doing it and getting amazing results. But I know that once that collides with the reality of your life, as soon as you get off this phone call, you've probably got a bunch of emails to reply to, voice messages. You probably had, you know, one eye looking at all the things that you've got going on. I know that you're busy and I know that it's unlikely that you're going to do lots of things around something, so I try and make it as easy as possible. If we can just put images of the property, it's done the job Right. Remember the minimum effect of dose.

The purpose of this is I want to deliver what I promised on the InfoBox flyer, to give people all of that and we get their name and their email address, and now I've got the opportunity to enter into a dialogue with those people and look for the five star prospects, because that's all we're really looking for, right, who are the people who are willing to engage in dialogue, are friendly and cooperative, they know what they want, they know when they want it and they'd like us to help them. That's somebody who we're looking to work with here. So we've got the opportunity that as soon as they leave their name and their email address, they're going to be able to see the property PDF, just like you'll see it right now. If you go to 22graystonecom, then we also email you the same thing. We email you an attachment or a link to the 22graystone property PDF, the tour, the Inson Open House PDF. That's got all that stuff. But what we now have an opportunity to do is to email you tomorrow and say Hi, shelly, I'm getting together with some people at the house this weekend. Would you like to join us? And it's attached to 22graystone. So the subject of the email would say RE 22graystone. So we already know what house they're talking about. What house you're talking about, you're saying to people you're addressing them by name Hi, george, I'm getting together with some people at the house this weekend. Would you like to join us? Short, personal, expecting a reply. Those are the kind of emails that we want to use to identify who are the five-star prospects. Right, the people who are willing to engage were on the path to identifying them as someone that maybe we can work with Now, even if they don't reply, what we're able to do.

Have you ever heard the term chicken candling? I laugh because I just recently found out about it, but I remember as a kid watching cartoons and seeing I think it was on Bugs Bunny where they would take a chicken egg and hold it up to a candle and you'd see the little chicken dancing inside and it turns out that's a real thing. So imagine that you get 100 people to come and leave their name and their email address, or 10 people, whatever it is. You get these 10 little eggs, 10 leads that have shown Nobody replied to your email yet, but you don't know what's brewing in there. We can do what is referred to as chicken candling.

If you're incubating chicken eggs, what you're supposed to do in the first seven to nine days that day seven to nine is you're supposed to shine a light on the chicken egg and see one of three outcomes. There's either a forming chicken in there you can see the infrastructure of it forming and that's called a grower. There's a possible outcome of that it wasn't fertilized, that there's no chicken growing. You just see the bright, glowing yolk. Those are called yokers. And then there are some that started out as developing chickens but for whatever reason, died and there's a ring around the shell and those are called quitters.

Well, we can identify through the analytics that we have set up in our instant open house, which is all part of gogoagentcom. By the way, all these tools that I'm sharing with you are all inside of gogoagentcom and available for any of you to use. But we can see precursors to when somebody's willing to engage, whether you've got a viable chicken, a viable prospect in there, and the outcomes that we can identify is did they leave a valid email address? We test the email to see that it was a valid email. Then, when you send the email, did they open the email? Did they click on the link to download the property PDF and did they reply to the email that you sent the next morning? Right, so there's five opportunities within that, because we're sending two emails. Did they leave a valid email? Did they open the first one? Did they click on the property PDF? Did they open the second email? Did they reply to you?

You can see who are viable chickens and then tomorrow, when we talk about converting leads, these are people that we would immediately transfer into your conversion pond. We've identified people who are looking for this particular home in this particular neighborhood. We've got an opportunity to now nurture a relationship for weeks, months, with these people until they identify that they're ready to go and look at properties. So that's an amazing opportunity there. The next thing that we want to look at is the opportunity to attract the neighbors to that new listing that you've got. Remember, our outcome is we also want to get another listing in the neighborhood, and one of the best ways to do that is with just listed cards. Now you don't need to send out a thousand just listed cards.

Excuse me, if you start thinking about looking at the layers around where your listing is, there's kind of like concentric circles of hot zones there and I call that hot zone the immediate 20 homes, five on each side, 10 across the street. Those are the ones that if you walk out to the end of the driveway and look up in either direction, you could see the whites of people's eyes. You know, you can recognize that's a real person there and there's a good chance that the sellers know those people as well. So there, if they are thinking about selling, unlikely to put their house on the market right at the same time that their neighbors selling, it's almost like a courtesy thing. But they're observing, they're watching what's going on here. So putting out your infobox flyer they may gather that but sending out a just listed card, maybe the hundred homes. If you look at that second tier, you've got the immediate 20 homes and then you've got the street that they live on or the little neighborhood that they live in it.

Whatever would be the next layer of relevance that this is relevant to me, but somebody you know three streets over in a different neighborhood, it's not as relevant to them. We're going to capture those people with our Facebook ads, but I'm talking about pick the top 100 or 150, 200 homes. That would be relevant for this and different than a just listed card, which is what everybody's sending out. If they are sending out just listed, we do something a little different, you know. I would say to people imagine if you could go and knock on the door of the 200 closest neighbors to that house. You know the reason that we use the postal system. When you think about what it really is, we've got something so powerful that literally, we could hire a uniformed government employee to go and deliver a message to any specific person that you put in the address section of your postcard. And so what we're doing is sending the postcard in lieu of you. Instead of you going and knocking on the 200 doors, we're going to send your messenger, your postcard, right to them.

And imagine now, if you're sending a just listed card, would you knock on the door and deliver in person the message that most just listed cards have? Would you put a you know, for sale sign or a picture of you with the for sale sign and just knock on the door, ding dong. Hi, just listed. Good night. You know it's like so. It's amazing to me. That's the way people think. But we use a. We kind of tell the story of these and imagine what would be a great conversation to have at the door and we're a post up. I'll get Stuart to post up or Diane a sample of our just listed card. So if you look in the chat there, here's, like you know, here's the model that we use right now as our just listed cards. This is a PDF of our canva template that we have inside Go go agent.

But do you know what your neighbors at 22 Greystone did last night? It may come as a surprise to you, but they've been plotting for a long time. Your neighbors at 22 grace I've decided to sell their home and they listed it with Renee Nelson of Pac West commercial real estate. Now that they've made the decision to sell, they need your help to do it. Their house is a. Tell them the details of the house. The owners have put a lot of work into it. Yada, yada.

If you know anyone who's looking for a home in the neighborhood, please feel free to bring them along or, if you can make it, to the open house. If you can't make it to the open house, you could take an online tour With pictures and all the property details. Or you can just text your email address and we can send you all the details by mail Instant open house. Take an online tour 22graystonecom, and then we've got for the listings there, another property just sold in your neighborhood. Do you know how that affects the price of your house? So those postcards that is a We've done with our prospects plus partners test and get 5 times more calls, more response to that model of postcard versus traditional just listed postcards. So that alone is a is worth doing for you. We've got a just sold postcard that does that same model there. But those are some amazing simple baseline things that you can do and I mentioned that.

My biggest challenge is getting it so easy that you can do it, and I've gone all the way to the point that literally the way we're getting things done now is I have a whole team of people standing by to actually do the things for you. We call that our easy button. So for our go go agent members, all they do is email a link to the MLS of a new listing that you just got an. Imagine if all you do was email that link and say, hey, I got another one and that set in motion a whole chain of events that ended up with an info box flyer and instant open house, a just listed postcard, a Facebook ad, all of that stuff, and that's what's happening without you having to lift a finger. That's the ultimate leverage. That's what we're really building at.

Go go agent is an acceleration program to do the things that I'm sharing with you to do. Of course, you're welcome to do it all on your own. We've got all the tools and all the tutorials and everything you would need to execute it. But if you'd rather have us do it, we can do it for you as well. So I think that's a lot of talking and I got you know. Hopefully it's given you a lot to think about that, if we just kind of review, the first thing that I wanted to calculate for you is how big is this opportunity in your business right now? Right, what's happening with the current system that you're using your current system of not doing info box flyers and not doing just listed postcards or Facebook ads or instant open houses, any of that stuff, whatever your current system is doing in generating those new leads.

And, by the way you know talked about the minimum effective dose that sometimes a lot of the stuff that people spend time and money doing are not doing the job of work that you think they're doing, and what I mean by that is that a lot of times people spend a lot of money on getting lifestyle videos done and drone shots and floor plans and all of those things which are not actually doing the job of work of getting you a new lead. They're doing the maximum dose of trying to convince people to buy that home. Remember, all I want to do is we want to. It would be so much better for you if people can come out to see the property Right, that's really what we're looking at. A lot more. It's a lot more likely that somebody might disqualify a house from them going to see it by the you know the virtual tour that you do or the you know video tour that you do. They might say, oh, that one's not for me. But if you've got the opportunity to meet with someone and that house doesn't turn out for them, there may be an opportunity for you to help them find another house that would be suitable for them Right. So I was looking at just getting the job of work done of generating as many invisible prospects as you can, turning them into visible prospects and then feeding them right into your lead conversion system, which is what we're going to talk about tomorrow.

So if you've been listening to this on the replay we have all of these samples will be in the show notes at listingagentlifestylecom or they'll be in the listing agent lifestyle academy clubhouse on clubhouse. What do you call it? A club or a house or a lounge, whatever that word is? It's in there if you're following us on clubhouse, so I'm going to open it up, if any. If you have any questions or experience or comments or you want to argue about something, that's fine too. Let's open that up. I think you just press the raise your hand button on the on clubhouse here and I can bring you up, okay, so Connie Katraer says unfortunately I cannot open any of the links.

They're not live, so I don't know what to think of that. I was able to open them, connie. Hopefully we'll get that figured out for you, and we can certainly. If anybody had any problem opening them, that would be well. Let's put it all together in a PDF, diane, if you had problem opening it too, then that's a challenge for people. If they can't see, I can open all of them. So I don't know what that, I don't know what that means. But anyway, if anybody has any questions or anything they want to add to the conversation or any clarity that you'd like to get, this is your chance to raise your hand.

Come on in and there we go. Diane, can you unmute? Let's say, there we go, there we go. We just check the links or they open. Okay, good, yeah, okay, all right. So if anybody had any problems, you can email Diane D I A, n E at Dean Jackson dot com and we'll make sure that you get that, to get that there. So, okay, we will wrap it up for today. Again, the replays available in the listing agent lifestyle Academy lounge and we'll be up on listing agent lifestyle dot com. But join us tomorrow noon, same time, and we're going to continue our five day marketing sprint talking about how to convert more leads. So thanks for coming on everybody and we will talk to you tomorrow. Same bat time, same bat channel. Have a great day everybody. Bye.

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Highlights

Transcript: Listing Agent Lifestyle Ep191