18: Why Open Houses Still Trump Internet Leads – Mark Allan Bua

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“Internet buyers don’t exist until you meet them.”  Learn how Mark’s team updated their approach to bridge internet leads with old school techniques.

Mark Allan Bua real estate agentProfile

Agent:   Mark Allan Bua

Market:  Los Angeles, California area

Steal His Ideas:

  • “Meeting” internet buyers
  • Open houses
  • Expired listings
  • Phone prospecting
  • Following up

18 - mark allan bua



Mark’s team initially betted too big on the internet.  But, with an adjustment to not count on them too heavily, they returned to more traditional approaches such as open houses.

They also evaluate the market to see where they can capitalize.  For example, his local market currently is in a position where prices rose too quickly.  As a result, there are many more expireds on the market.  So, they work expireds hard to get new business.  And, for their own clients, they work hard to make sure they keep their prices in line with where the market really is.

To find expired listings, they do research to find phone numbers, emails, and any other source of contact information they can find.  They then make presentations to discuss what they’d do differently.  They often find that the problem is not just price.

As a Keller Williams member, they follow their prescribed principles of lead generation such as shooting for 2 hours a day of prospecting.  They have no problem picking up the phone asking “who do you know?” that would be interested in their listings.

To try and keep people engaged, they use “mirroring” to emulate the emotions and demeanor of the person on the other end of the phone.

Of course, the key to all of this is to keep following up with people, such as the “33 touch” program.  Without follow up, you won’t close many deals.

Lightning Round

What’s the worst marketing you’ve done that others should avoid:  Non-targeted advertising

What keeps you motivated:  Giving back to other agents and the community at large

You have 30 days and $1000, what do you do:  Put on some good walking shoes and start knocking on doors.  Sit an open house in the neighborhood where you want to concentrate.  You don’t need the $1000.  All you need is the motivation.

How You Can Do What He’s Done

Don’t rely too much on the internet.  Don’t be afraid to fail.  Just go out there and start talking to people.

You have to meet people before they can become your clients.

Stick to the basics of open houses, door knocking, and cold calling and you’ll get to contact people who may end up being your clients.


Mark Allan Bua, The Home Front Group

17: [TOOLBOX] Discover The #1 Secret To Generating Facebook Real Estate Leads

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The Secret

When I talk to agents, I find that Facebook to most of them is the most confusing and misunderstood marketing tool out there.  People really have no idea how to harness all the potential that it has.  And, it’s no wonder because Facebook changes their system almost every week.

generating leads with facebook

But, one thing always stays the same.  And that’s that Facebook wants you to do one thing: PAY THEM

Yep, if you want to reach your current audience or build a new one, you will need to fork over a few bucks.

And so the secret to generating new real estate leads on a continual and predicable basis with Facebook is to invest in and learn to utilize the Facebook Advertising system.

Before you write Facebook off because you have to “pay to play”, consider that this medium is, by far, the most economical, efficient, and powerful advertising system you could possibly use in your real estate business.  Facebook truly is a game changer as far as generating leads is concerned.

In fact, in my humble opinion, Facebook is the biggest bang for your real estate marketing buck…ever. Of course, this assumes you’re doing it correctly.  Because, when done incorrectly, it’s an incredible vacuum sucking your marketing budget dry faster than you thought was possible.

If you have any thoughts about using Facebook in your business, you just need to accept the fact that the days of using Facebook for business purposes for free are long gone.  If you’re not wiling to fork over a few bucks, then Facebook really isn’t for you unless you’re that extremely rare exception of the total social butterfly who has thousands and thousands of friends on a personal profile (not business profile) and you’re really, really good at networking.  In that case, you could likely still be generating a consistent flow of new leads by referral.  But, for the other 99.9% of us, the advertising route is going to be the way to go.

What Can You Do With Facebook Ads?

One of the really amazing things about Facebook Ads is that they allow you to do pretty much any type of advertising you can do with other mediums, but in a better, faster, and cheaper way.  Here’s just a few basic ideas:

  • target a geographic farm
  • target a list of your past clients for referrals
  • keep advertising to A, B, and C-level prospects with various campaigns
  • offer items of value to current and new prospects
  • reach thousands (or tens of thousands) of people directly in your local area
  • promote an open house
  • promote a “just listed” or “just sold” campaign
  • target an incredibly-focused demographic of sellers and/or buyers
  • you can even keep track of those who clicked on your ad but did not provide you with their contact information

And you can do a lot of this for $10 to $50 at a time – and get results!!!

Here’s The Key To Generating Leads

Now that you know that the secret to using Facebook is to incorporate paid advertising, the key to generate leads is by placing ads that target a specific type of person with a specific offer.

You use various offers to entice people to take the action you request in your ad.  Maybe it’s to exchange something of value for their contact info.  Or, maybe you’re just promoting a piece of content that people interact with so that you can then track and serve more ads to these people.

There are a variety of ways to use Facebook Ads.  Remember that the Facebook platform cannot support over a billion users for free and the resources they give you to advertise in amazingly powerful ways are worthwhile to learn and invest in.

16: Real Estate Video Marketing Success Secrets – Jillian Batchelor

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Learn how Jillian uses strategic video marketing and advertising to be one of the top agents in the state of Nevada.

Jillian Batchelor las vegas real estateProfile

Agent:  Jillian Batchelor and her husband, James

Market: Las Vegas, Nevada

Steal Her Ideas:

  • Split buyer/seller activities with her husband
  • Be active in real estate political offices
  • Get a ton of reviews (Zillow is her go-to review site)
  • Use video to educate her market and get people to see her
  • Marketing/Advertising based (not as much prospecting)

video marketing for real estate


Jillian’s objectives with video are to brand her and her team.  She brings educational information about the local real estate market to the consumers.  She tries to put out 3, 4, or 5 videos each month.

Videos are not only about her listings, but also about real estate law and changes.  She says that “people are looking for someone who’s more informed than they are and they’re more informed than they ever have been.”

With this strategy, about 40% of Jillian’s new business comes from her video and internet marketing.

But her business doesn’t just come from the internet.  She’s also extremely involved in the community and networks extensively.  She feels that being knowledgeable, helpful, and engaging within various communities builds bridges to new relationships.

Lightning Round

What’s the worst marketing you’ve done that others should avoid:  Mailers and various types of direct mail don’t work for her anymore (but they did previously)

What keeps you motivated:  Family security and building a business “built on kindness”

You’ve got 30 days and $1000, what do you do:  Work with a marketing company and have them help you build a business and marketing plan

How You Can Do What She’s Done

Jillian is a hard worker.  She literally was signing contracts and working on the day that her child was born.  If  you’re also a hard worker and you’re savvy with technology (especially video), you can build an online presence where prospects get to see and engage with you before you’ve even met them.

Build out a Youtube channel, get involved with local community events, participate in local/regional/national real estate groups, and prospects will start seeing you as smarter than the average agent.

Help people first and the money will take care of itself, she says.


Jillian Batchelor’s website

Jillian’s Youtube channel

15: [TOOLBOX] Is Working With Renters Worth A Real Estate Agent’s Time?

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If you sell homes, should you also work with renters?  And, by the same token, should you work with sellers and buyers that are in a price range well below your normal home sale price?

renters worth your time?

These are tough questions because, as a real estate agent, you have to spend your time wisely.  It’s easy to get sucked into doing lots of different things that make you little to no money.  So, if your normal home sale commission is, for example, $5000, is it a wise move to work with renters where your commission is maybe 10% of that?

There are two schools of thought regarding how to approach this:

  1. Work with everyone: you never know who might end up being a long-time client with bigger deals you can be a part of down the road
  2. Work only with your perfect client and no one else

Personally, I’ve put together a fair amount of rental deals and I’m calling it quits.  I’ve worked on enough of these to get a pretty solid understanding of the average outcome and I’ve decided to now only work with those in my target market.

Here’s why.

In my local market, the average home sale price is roughly $400,000.  That’s somewhere in the $10,000 to $12,000 commission range per deal.  The average rental deal nets me about $700.

Hmmmmm….do I want $10,000 or $700?

Now, if rentals actually took me only 7% of the time that purchases did, then maybe this would be a fair deal.  But, they don’t.  Renters still want to see 3 or 4 or 5 or 6 or more places, just like buyers.  So, although they don’t typically take as long as a buyer may take in transacting a deal, there’s still a significant amount of time wrapped up in all the things that are required to get a rental to actually come together.

For those of you that do take on renters, I’m guessing that you’re now thinking…

  • but renters could be deals down the road
  • renters could turn into buyers right now if (fill in the variable here)
  • you should help anyone and everyone all the time
  • why turn down a potential client who could refer other people to you

All these are valid points, but…

…the bottom line is that if you don’t run your real estate business, your real estate business will run you.

renter textAt this point in my business, I’m not drowning in more awesome leads than I know what to do with.  However, I am busy every day and I definitely don’t make all the “follow up” and “stay in touch” calls that I should because I am working on active deals.

So, my point is that, if I don’t have time to make the “perfect” day every day by making all the calls I should to people who can result in relationships that are worth $10,000 within the next few months, why do I have the time to work with renters who might possibly be worth a fraction of that within the same time frame.

In the same 8 hours I might spend on a rental deal, I could have had great conversations with large number of prospects and past clients that are worth more both now as well as in the long run.

Sure, it’s possible that I might lose out on a rental deal that turns in to a buyer next year when their lease is up.

But, it’s also definitely possible that the 4 leads I got from an open house last weekend at a $700,000 home are going to buy something really soon.

I’ll take my chances with the buyers.

What’s your take?  Do you work with renters?  Do you work with buyers/sellers below a certain price point that doesn’t make financial sense to  you?  Leave a comment and let us know.

14: Making Direct Mail and Phone Calls Generate Real Estate Leads – Steve Simmons

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steve simmons real estate agentLearn how Steve Simmons uses a combination of direct mail and personal phone calls to generate lots of business.


Agent:  Steve Simmons

Market:  Los Angeles, California

Steal His Ideas:

  • Referrals (the “Buffini” philosphy)
  • Combination of prospecting and marketing
  • Direct mail newsletters
  • Geographic farms
  • Contests to get people interested and engaged

steve simmons newsletters


Steve and his team partner combine traditional referral generation with direct mail.

His newsletters typically go out about 8 times per year.  They generally relate some type of market activity to the local community.  This goes out to a couple thousand people both via postal mail and email.

Good “calls to action” are very important and they always use them to generate some type of activity from people.

Being in front of people every month or so keeps his name awareness top-of-mind.

His prospecting activities include lots of phone work.  His strength is in being able to connect with people and connect on more than just a “business” level.

His database is his gold.  He keeps track of who’s in the database and can prioritize them based on who gives referrals and who doesn’t.  Of course, people who provide referrals get more activity.

He makes calls to his sphere when he can. Steve makes use of downtime to connect with people. For example, driving around in his car is a great time to make calls and check in with people (a bluetooth headset helps keep his focus on the road).

When he meets up with people, he subscribes to the philosophy of “never showing up with an empty hand.”  Give people something of value to remember you by and they will appreciate it.

Steve isn’t afraid of asking for referrals.  He “shoots the breeze” with people and referrals naturally generate from these conversations.  He generally follows the basic principles of the Brian Buffini system.

Lightning Round

What’s the worst marketing you’ve done that others should avoid:  Throwing an event where people were not engaged with him.

What keeps you motivated:  Family, duty to provide.

You’ve got 30 days and $1000, what do you do:  Contact your entire sphere and ask for their help.  Then, strategically pick a neighborhood and start knocking on doors.

How You Can Do What He’s Done

Pick up the phone and say HI to people you’ve worked with.  Yep, it’s that simple.

Utilize newsletters on a consistent basis to keep people aware of your expertise.

Treat everyone like family.  Do the right thing at all times and they’ll trust you and be loyal to you.  And that results in referrals.


Steve’s Real Estate Team

Brian Buffini

13: [Toolbox] How To Create A Target Market Persona For Your Real Estate Business

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Every business has customers.  Those customers should ideally come from your target market.  The target market is important because that is the group of people that is most likely to use your services.

Does your real estate business have a target market in mind?  And, more specifically, a target persona?

Let’s talk about what these things are and why they’re important to getting more real estate leads.

What Is A Target Market?

Traditionally, a target market is defined as the group of customers that a business focuses its marketing efforts on.  Identifying a target market is the first step in understanding how, where, why, and when you’re going to market your product or service.

In real estate terms, the broadest target markets you might go after could be identified as:

  • Home buyers
  • Home sellers

real estate target market and persona

Why You Need A Target Market

Knowing who you’re going after as a client helps you stand out to that particular person.  They will notice you because you “speak to them” in your marketing.  For example, if you were a home shopper looking to buy a condo in the west side of town that cost about 900K, wouldn’t you want to work with an agent that happens to be a specialist in the luxury west side market?  If you’re like most people, you definitely would.

On the flipside, if you don’t know who you’re speaking to, then you’re actually speaking to no one.  You won’t have any parameters to work within because you’re willing to work with whomever.  And if you work with whomever shows up, you’ll take on clients who don’t get you to your goals.

For example, when was the last time you had a difficult client?  Or took on a rental when you really didn’t want to?  Or took a listing at a price that really wasn’t worth your time?  Or drove to showings that were way too far away?  If you’ve done these things, then you’re not addressing a target market that’s getting you to your goals.

Having a target market in mind will help you avoid these common real estate pitfalls.  That’s because having a target group of customers you focus on gives you boundaries to stay within.  If you know exactly who you’re going after and why they’re important to you, then you’ll know when you’ve reached the threshold of what you’re willing to do.

How To Define Your Target Market

Here are some simple ways to define who your ideal clients are:

  • buyers and/or sellers
  • location (county, city, area, neighborhood/subdivision)
  • timeframe to buy/sell (how long are you willing to nurture leads?)
  • home price range
  • age (do you identify better with a certain age range?)
  • …and there are others, which leads us into thinking about client personas

What Is A Persona?

A client persona is essentially a target market that’s taken another step further.  With a persona, we’re considering not just broad segments of people in a certain area or price range, but now we’re also taking into account very personal items such as the exact goals and behavior patterns that your “perfect” client will have.

These are important because they help us relate to customers as real human beings (not just “leads”) and allow us to best pursue each of these people in all regards to client acquisition and retention.

How To Create An Effective Persona

You can craft your target market on your own because those are your own preferences.  But, with a persona, you want to enlist the help of some of your best clients because they are the ones that will tell you what is important to them.  And sometimes the results will surprise you.

For example, I asked one of my seller clients why they used me after we had closed on a home.  He said it was my use of technology.  Now, all I’d done that he had really seen was use my iPad during my initial consultation with him.  And, from that alone, he thought I was Mr. Technology.  I didn’t think it was much of a big deal but it turned out that this was pretty important to him.  Feedback like this has helped me craft a client persona that values the use of intermediate to advanced tech skills during the buying and selling process.

To better understand what your clients value and where you can stand out in the crowded real estate agent market, do brief interviews with 5-10 of your favorite clients.  During your next “keeping in contact” call with each of them, ask them if they can do you a favor and answer these questions:

  • Why did you choose me over other agents?
  • What did you end up liking best about how I was able to help you?
  • What fears did you have before the buying/selling process and how did I help alleviate them?
  • Did you have any pre-conceived notions about working with a real estate agent?
  • What did you feel was going to be your biggest challenge in buying/selling a home?
  • (remember to keep asking “why” to really drill down to the base of their emotions and logic)

This Is Your Ideal Real Estate Client

Want to know what your perfect real estate lead looks like?  Here are the items you’re looking for:

Client Objective

  • Do you work only with buyers?
  • Do you work only with sellers?
  • Or, what is the ratio of buyers to sellers that you’d like?


  • Education, hobbies
  • Gender
  • Age
  • Income, home price range
  • Location


  • What are your perfect client’s goals?
  • And their biggest challenges?
  • How do you help them overcome problems to get to their goals?


  • Turn your perfect client into a “real person”
  • What is their name?
  • What are their most common objections?
  • How will you appeal to them so they identify with you?
  • What do you want them to say about you after the closing?

Once you’ve gone through the process of figuring out your target market and client persona, you’ll have your perfect real estate client.  You’ll have an exact understanding of who you want to target, what they need emotionally, how they rationalize their decisions, and how you can describe your services in a way that appeals to them and makes them want to work with you and you alone.

Your Target Market & Persona

What’s your target market?  Who is an example of your persona.  Leave a comment below and let us know.

12: How To Sell $1M Homes With Postcards – Bob Pennypacker

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Learn how these 2 agents are using clever direct mail to sell $1,000,000+ homes consistently with a list of roughly 1000 people.

bob pennypacker and dianne vernonProfile

Agents:  Team of Bob Pennypacker & Dianne Vernon

Market: Sonoma County, California

Steal Their Ideas:

  • Postcards to their farm (demographic and geographic farm)
  • Yearly calendar with each month being a home they sold
  • Postcards to expired listings
  • Work as a team to get more done together than they could individually
  • Create custom “buyer’s guide” for their market


Bob and Dianne use direct mail in a variety of ways.

One of their pieces is a custom calendar sent to about 2000 people each Christmas.  On this calendar, each month is a gorgeous picture of a home that they sold that year.  This keeps their names, faces, and successes out in the market.

They also send out about 800 postcards to both current clients and a small farm.  This averages twice a month whenever they have sold a home (“just sold” cards) as well as anything interesting that’s going on with their business and market.

A printed newsletter that focuses more on current real estate market data is also a part of their plan.  This goes out to roughly 400 people monthly.

Bob and Dianne also work expireds with postcards.  With a bit of humor, their postcards attempt to strike an emotional chord with sellers and how their team can make changes to their current failing approach.   They get expireds from the MLS, filter the ones that are worthwhile, and then will also follow up with a phone call if they have a number.

It’s important to note that they’re strategically marketing themselves with each piece they send out.  They’re not just mailing cake recipes.  They’re putting their names and info on each piece with some type of valuable content that would be of interest to that particular reader.

For their “buyer’s guide” it started out with people just wanting information about the local market and they turned that into an in-depth digital brochure which you can see here.

While they are heavy into marketing themselves, they also put a lot of effort into marketing their listing,  But, in the end, even that marketing serves three purposes:

  • it keeps the sellers happy
  • it is used in other listing presentations
  • it sells the home

listing million dollar homes with direct mail


Lightning Round

What’s the worst marketing you’ve done that others should avoid:  Nothing.  Even when something fails, it was worth a try because there’s always something to learn from that experience.

What keeps you motivated:  There’s so much variety in this business, every day is new, fun, and exciting.

You’ve got 30 days and $1000, what do you do:  Get a real estate coach or mentor.  If you learn the business at the beginning of your career, you’ll succeed faster and have a better chance to stick around in this business.

How You Can Do What They’ve Done

Bob and Dianne’s approach is based around consistently being in front of people with direct mail.  Pick a farm area, keep in touch with your sphere, create interesting and valuable direct mail pieces, and consistently send to these people.  Follow up when necessary with the phone or email.

Bob admits it’s a lot of work.  But, it’s definitely working for them.


Their postcard mailing service:  Quantum Postcards

Direct mail strategy services and marketing:  Hobbs Herder

Our guide to sending just listed/just sold postcards


11: [TOOLBOX] How Many Just Listed/Sold Postcards Should I Send Out?

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If you’re going to try direct mail postcards to broadcast your new “just listed” or “just sold” listings, you may be wondering how many postcards to send out.

The general consensus is roughly 300.

Here are some things to consider to see if maybe you should be sending the same, more, or fewer.

just sold just listed postcards


Sending out your just sold / just listed postcards one time isn’t going to do you any good.  Consistency is key if you’re trying to target a farm with direct mail.  So, one of your first considerations should be how many cards you can send out on a regular basis.


How much can you afford to regularly spend on postage and printing?  Again, consistency is key so you may want to consider your budget in terms of a monthly spend or, if you have a consistent flow of deals and listings, how much you’re going to invest for each new listing or sale.

Split Testing

Are you sending out one card or are you doing any type of split testing to see which version of a card works better?  If you’re doing a split test, you’re better off sending more cards than fewer.  That’s because you’ll start to see more statistically accurate results if you can send out at least a few hundred with each version.

Your List vs. New Clients

Is your goal with your postcards to gain brand new clients or to reinforce your top-of-mind awareness with your current clients?  If you’re going for new blood, then you’ll want to consider a larger list so you’re more likely to reach people who are ready (or nearly ready) to buy/sell right now.  If you’re advertising to current clients, then just stick to that list.  If it’s a huge list of current clients, then try segmenting or prioritizing that list to target just those who are most likely to refer you or use you directly again.

Value of Homes

If your farm is homes that have an average value that is very high or low, this should be a major consideration for you.  Your fixed costs (postage, printing, etc.) will be exactly the same either way.  So, if your average home value is $700,000 and the commissions are going to be pretty good, that may be incentive to send out more just listed postcards than if the average value is $95,000.

Do You Enjoy It?

Any prospecting must be fun (or at least tolerable) to ensure you’ll keep doing it.  How many just sold postcards will you have the time and interest to do?

You Can Always Do More

Once you start, you can always send out more cards as you find that they’re working for you.  There’s no point in doing 1000 and then cutting back to 400 three months later.  You’re much better off starting smaller and then growing as needed.

Frequency Level

We talked about your consistency over the long-term.  But what about frequency – how many can you send out each month or quarter?  Sending out 2 cards a year for 10 years might be consistent, but that frequency probably isn’t enough.  How many cards can you send out each week, month, or quarter and keep the consistency up?

How Are You Mailing?

What is the method you’ll be using to mail your cards?  If you’re doing everything by hand like writing addresses by hand or manually sticking stamps and address stickers, that’s going to be a big investment of time.  Or, do you have some type of mailing service like Every Door Direct Mail from the US Post office?  The effort involved in mailing will have an impact on how likely you are to consistently do this well.


What is the turnover of the homes you’re mailing to?  If it’s pretty active and people are moving in and out of the area regularly, this could be good news for you because there are going to be more ready and willing clients.  If turnover is low, you’re going to have to be especially patient before this type of advertising starts working for you.


When you start your just listed/sold campaign, make an effort to send roughly 300 on a frequent and consistent basis.  As you see how the program is working, you can alter your advertising message as well as the number of homes you’re targeting so you can reap the biggest bang for the buck.

Do you do direct mail like this?  Leave us a message and let us know how many you send and how it works for you.

10: How Video Got This Realtor On HGTV And Tons Of Clients – Herman Chan

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Herman Chan RealtorListen to this episode to learn how Herman has become a master of getting into the media to promote his personal brand.  If you have interest in getting multi-media promotion, check out this episode to see how he does it.


Agent:  Herman Chan

Market:  San Franciso Bay area

Steal His Ideas:

  • Get in the media to get exposure
  • Show your expertise with video
  • Utilize your personality so people see and connect with the “real” you
  • Use humor to help reduce the stress of the home buying/selling process
  • Have a “voice.”  Share your own personal point of view and don’t worry about saying “the wrong thing”


“Give people what they can’t Google.”

Herman is a master of using video, PR, social media, and other tools to showcase his expertise and “voice” of real estate.  He feels that giving his personal opinion through these channels gives him an edge of your traditional sites like Zillow and Trulia.  He doesn’t compete with them on giving home stats.  He competes by beating them with something they can never have:  his vision, personality, and expertise.  These are things that potential clients can’t just Google and find elsewhere.

People are overwhelmed with data.  So, he edits things down for people to easily comprehend and utilize.  He transforms typical “home stats” into something interesting, educational, and short and simple.

He says it’s important to downplay your weaknesses and highlight your strengths.  This helps you stand out.  For him, he utilizes his strengths of personality, skill, and tech ability to be as many places online as possible.

By being online, potential prospects have a much easier time to vet you out.  The typical prospect wants to know that they’re in good hands with you before they commit to working with you and these media outlets help Herman’s buyers and sellers get to know him before they even meet him.

Aside from being online, Herman has scored multiple television appearances on local news, on HGTV, and other major networks.  Simply by starting small with his own local videos, he was found by producers and was invited to be on these other programs.  And, when you do land these gigs, make sure your clients and prospects know about it!

Lightning Round

real estate agent on hgtvWhat’s the worst marketing you’ve done that others should avoid:  Don’t be someone you’re not.  Let your personality shine.  This is what attracts clients to you and it will be what sets you apart and gives people confidence that you’re a “real” person and can be trusted.

What keeps you motivated:  Talking to people and the interaction with clients.

You’ve got 30 days and $1000, what do you do:  Focus online; start a website, get social media going, and start broadcasting your opinion and expertise.  Social media is pretty much free so you don’t even have to spend much money.

How You Can Do What He’s Done

You can start with a simple 30-second video you do right on your phone.  Send it to Youtube and any other social media you do as well as your website.  Talk about staging or your opinion on what’s going on in the market.  Beyond that, think about the questions that people ask you and answer them on individual videos.

“Everyone has 5 minutes a day that they can shoot something.”  Herman feels that everyone has easy access to do this type of video marketing.

Even if you’re not going to do a ton of videos, at least do one video that gives people an idea of who you are.  Put it on your website on the homepage so people can easily see it.


Herman’s “opinion” site:  Habitat For Hermanity

Herman’s “real estate” site:  Luxe Tech Home


9: [TOOLBOX] Win Over The Pet To Win Over The Client

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I can tell you from experience in owning a national pet services company that, if you can win over the pet, you stand a great chance to win over a new human client.

That’s because people love their pets.  And, they often trust their pet’s intuition.

how to do listing presentations with petsHow does this apply to real estate?  Well, how often do you go to make a listing presentation at a potential client’s home and are greeted at the door by a furry four-legged friend?  With roughly 66% of American households having a pet, there’s a good chance that there’s a dog or a cat waiting for you in that house.

In my pet business, we do client consultations at the client’s home and our normal practice is to make a HUGE deal out of meeting the dog or cat when we first walk in the home.  We basically pay more attention to the pet than the person for the first 30 seconds in the house.

That’s because we want to let the client know that we care greatly about their pet.  Of course, we also want the pet to feel comfortable around us so they like us.

And, when the pet likes us, then the clients normally do, too.

So, again, back to real estate, why is this important?

It’s because pet owners are usually pretty enthusiastic about their cat or dog or other pet.  They typically have an affinity to the type of animal, the breed, the size, the personality, and more.  If you can identify with this and bond to it, there’s an immediate connection between you and this potential new client.

I’ve literally had people not hire me (for the pet business) because they flat out said that their dog didn’t like me.  Now, that’s a little extreme and a home seller may not take fluffy’s opinion into too much consideration when listing their house.  But, none-the-less, people trust their pets.  If Rover is normally a well-behaved dog but is growling and barking at you incessantly, it may set off a small alarm in their heads.  On the other hand, a normally shy pet that comes to sit on your lap for no reason will probably elicit a positive response from the home owner.

I understand that a pet dog or cat isn’t your main concern when visiting a home.  But, keep it in mind that bonding with a pet is often a huge and easy step towards connecting with this new home seller or buyer.

If you get to a home and they have a dog or cat that you’re not a fan of, don’t do things to give the impression that you don’t like them.  Many pet owners will be conscious of making sure you’re not uncomfortable but, if you clearly don’t like the pet, just fake it until you leave.

Pet/Client Bonding Suggestions

When you have the opportunity to meet with someone at their home and they do have a pet, make a point to ask things such as:

  • the pet’s name
  • age
  • male or female
  • breed
  • their personality
  • if there are other pets in the house
  • any tricks they can do
  • and basically anything else that gets them to start talking about their pet

Also, try and pet the dog or cat.  Make it apparent that you like the client’s pet and that you’re not afraid of it.

And, before you leave, make sure to say “bye” to the pet as well as the pet owners.  It will make them feel more confident in the fact that they just signed with you.  Because, who doesn’t hire a pet-loving real estate agent when the clients are pet lovers themselves?