How to determine your Real Estate Marketing Goals? 6 Stages of the Sales Cycle

How to determine your Real Estate Marketing Goals? 6 Stages of the Sales Cycle


hello and welcome to the real valve
presentation here excited to have Krista Mashore on with us today she is a
real-estate coach extraordinaire she is a fantastic team leader fantastic
real-estate coach a fantastic real estate agent a fantastic mother and so
really excited to have Krista she’s one of my really good friends here in
the industry and I’m Dale the COO of real evolve and we are really excited
for the six-part series so all these are many series this is just part one and
the other parts are going to be coming so stay tuned we’re going to be covering
how to program your business around the six parts of the sales cycle so there’s
six stages of the sales cycle cycle that Krista and her team has identified and
teach real estate agents all around the country and so Krista thank you so much
for being with me today yeah and we’ve done several little
series with you involved and every time we put one of these together people just
ask for more more MORE and so I just want to say right out of the gate if
anybody wants to look more at what Krista’s doing there’s two things I’m
gonna recommend number one stay to the end because we’re gonna have a special
promotion that involves some of Krista’s training materials so stay tuned and the
second thing you need to do is go look her up on Facebook right now even if
you’re not necessarily looking for a coach right now you need to go look her
up and follow her she’s got tons of killer content on Facebook she is the
best at video marketing and Facebook marketing that I have ever seen and not
just in the real estate market she is just best-in-class there and her
students transform their business I have to had the pleasure of going to several
of her coaching events and rubbing shoulders with a lot of her students we
have a lot of mutual clients and all of them are just killing it their
businesses are growing their lifestyles are improving it’s just so much fun to
be involved and and to follow what Krista and her team are doing so
thanks Krista let’s get into the topic of today so we’re gonna be covering
those six the six cycles or the six six stages in the cycle and today we’re
talking about marketing but why don’t you just lay lay it out for us so what
is this what are these six parts how did you come up with this put it in context
for us it’s all true I’m under I’m under whelming Lee explaining all this stuff
so basically many businesses fail right and as you know in real estate the life
cycle of a real estate agent is very very short
um and so and then many of the main reasons for that is because we aren’t
focusing on our entire sales cycle meaning a lot of times people will focus
on maybe lead generation but they’re not really give us follow-up or they’ll
focus on you know doing a great job group during the transaction with
they’re horrible about you know staying top of mind awareness and so that’s the
reason why people fail and so I’ve identified a the different life cycles
of a sale basically I got this sales cycle and now we’re gonna basically
break that down and what’s important about that is to recognize your
strengths your weaknesses and then figuring out you know where you’re at in
each phase at the sales cycle and identifying on how you can improve yeah
I love that so there’s so many people in our industry that are really good at
what they do but they’re still not I mean they’re still winging it I mean
they don’t necessarily follow a plan it’s difficult to improve when you’re
running your business that way because then you don’t I mean it’s just tough to
identify the exact areas that you need to focus on right and so I love what you
guys and your what your team has put together and how you guys deliver your
coaching because it helps people stay accountable to a process that actually
works and your process has worked really really well for your own business so
tell me tell us a little bit about your real estate business and I sold
somewhere give or take around two thousand homes personally probably more
give than two and I’ve you know my first year in the
business I sold 69 houses in a my best year in the business cycle 169 houses
and that wasn’t with the team it was with me a transaction coordinator and a
system marketing assistant and it was you know it was pretty crazy back that I
didn’t have real balls it was I was a hot mess less to say back in the day
when it was short sales foreclosures tasks and was it was rough and um yeah
I’d love it I do have written a book selling hundred homes a year also one
three clients in 30 days that was just deal with real estate
another book recently called fire which is also a great book furlough cities and
Street as well because it’s talk so much about marketing and you know getting
yourself really holding yourself accountable to do what you need to do to
get more to be more successful so yeah I mean love what I do um I was previously
a teacher before getting into real estate and so past eighteen months I
have launched Mike my coaching company Chris tamesha coaching and we’ve helped
probably I’d say around 400 agents across the country and we’ve we’ve seen
people I mean absolutely transform their business from going from selling one
from a month to 10 and from selling you know $15,000 in one year to 120,000 we
just recently had a one of our students say that they have a 500x to their their
Commission and their um their gross revenue since they’ve joined the program
and you know it’s a lot of work and it absolutely is not a get-rich-quick or a
magic pill you have to put in a lot we basically teach agents how to utilize
digital marketing social media and technology to you to practice 21st
century real estate strategies to really catapult their business and so it works
for everyone whether you’re new in the business you’ve been the business for a
long time we’ve got agents that are brand spanking new all the way to agents
that are already top producers that know that they need to start utilizing
different strategies in their business all right so let’s get into the six
steps of the sales cycle so what’s what are the steps with step one step one is
marketing right so what is marketing it really really starts there I’m step two
is lead generation then we’ve got lead nurture which is the hardest hardest
part for most agents let me show how we can
a little bit easier we followed by conversion and then Fifth Element and
delivery and then the 3 R’s retain refer and resell and what I love about this
system is that especially your your whole coaching program it’s very
comprehensive and so you’re not only just recommending these concepts or
these principles to your students but you’re also giving them the tactical
execution the step by step on how to do all these things what tools to use what
technology to use how to get it all set up so it’s just an amazing step-by-step
how to make your business better so let’s talk with or let’s start with the
step 1 marketing yes marketing ok this is you know I’ve been called the queen
of digital marketing for a long long time and when the real estate market
crash I was doing really really well and then ended up designing a lot of short
sales and foreclosures and worked with about 13 different banks and asset
management companies around the country and all of a sudden one day they all
dried up I went for selling you know 150 ish homes down to 12 and it was like oh
my gosh almost overnight and I realized that I needed to start thinking about my
business differently and so I started researching how the fortune 500
companies run their business and basically that’s what that’s what we’re
gonna get into in this six part series so you know I’ve got slides I don’t know
if you want me to share them or not but I just okay go for to share my slides
here and I’m gonna continue to go back and forth from from sharing the slides
if that makes sense so first of all in every phase of the and you can take a
screenshot of this cuz I’m not gonna you know we’re not gonna do this together
right now but in every phase of the sales cycle you really need to identify
what your you know goals are for your marketing right now we’re focusing on
marketing what your current process is for marketing and we need you identify
three things that you can do differently to achieve those goals or three things
that you’re doing really really well and improve upon to continue to do good
because we always tell people don’t focus on your weaknesses focus on your
strengths however most real estate agents have a really hard time with
marketing and then also what is your timeline so we’ll go ahead and stand
start right there then I’m gonna go ahead and stop Beshear I’m gonna go back
back to me let’s get into mark to marketing now the first thing that you
need to do with marketing is you need to identify who your target audience is now
most of you are saying Krista that right like there it’s everyone people want to
buy and sell I want you to think about something it’s not that that broad all
right people are so afraid to niche and the riches are in the niches right the
riches are in the niches so to speak in so many real estate agents and people in
general are so afraid that if they just if they just pick one specific thing
that they’re gonna lose out on everything else and I really want you to
get out of that mentality of thinking let me give you an example okay when I
started realizing they wanted to coach I’ve been told just for years and years
you should be coached you know puffs of love so one day I decided to go after my
dreams and this process that I’m showing you truly works for anyone it can work
for any local professional right doctors attorneys lawyers CPAs accountants
everyone and I could have gone after the whole entire broad market but instead I
decided to niche in just two real estate agents right now we’re actually adding
lenders in as well because this absolutely works for lenders and they’re
kind of joining but if I would have thought after the whole world right I
would most likely not be as successful as we are now and we’ve brought this
company it you know within 18 months to just around five million dollars of
gross gross profits um by utilizing the exact same strategies
that I’m teaching you here now understand these strategies are also the
exact same strategies that I’ve used in my real estate business so anything that
I teach my students to do I practice my way I preach it I’m meeting my own dog
food so to speak right and I’ve been in the top 1% of real estate agents
nationwide pretty much the entire time that I’ve been in the industry so you
know it works so let me get that out there so identifying who your client
avatar is meaning who do you want to focus on do you want to focus on the
Lydia’s or you want to focus on baby boomers do you want to focus on maybe
just a certain neighborhood or maybe an apartment building or certain high-rise
condos when you do this correctly the thing that works so well about is that
people will actually when they think about this thing or that type they’re
going to think about you they are going to identify you does that make sense so
now you’re saying who’s out no no no when I first got into
the industry there was a lady named Gloria brew and she’s actually a dear
friend of mine and she had come in from from a really high-paying job in that in
the real world so to speak right the business world and got into real estate
and she her focus was on land and rural properties and I thought why would she
do that well let me tell you Laurie is one of the top producing agents out here
any time somebody thinks about land they are hiring Laurie you’ve got horse
property Laurie is your gal right but it has not inhibited her from also selling
other properties she still gets called like all of us do from friends and
family but if anyone is researching who to call for rural properties horse
properties they absolutely are going to Laurie so you want to identify who your
target audience is and exactly what it is that you want to specialize in so
when people research you you’ll start showing up especially and this is a
whole new webinar we should do which is video repurposing if you learn how to
repurpose your content you’ll start getting higher search engine
optimization on Google in this specific field and you’ll start showing up where
people are searching we actually have students that we’ve taught this to and
within a three-month time frame they’re showing up on four times on the first
page of Google not paid right always Zillow and all that’s always first
because they’re paying in tons of you know so much money to work towards it
but imagine being so nice in your marketing and somebody and you know
Google’s you’re showing up four times for free on the first page of Google so
that’s why it’s so important to make sure that you need so number one
identify who your target audience is number two you’ve got to think about
your branding right before you get out there to the world before you are and
Dale I feel like I’m talking a lot so if you want to get more interactive just
stop because I this is like for me it’s like yeah well so I was thinking I mean
just an anecdotal something anecdotal that reinforces what you’re saying here
I live rural and I live on a private road with a few dozen other homes
single-family homes right and we all have land and we borrow each other’s
tractors etc and so we all know each other we get together at least twice a
year for little neighborhood party now there are two real estate agents that
live on I Street that I see every time we get
together twice a year and they’re very involved in the community everybody
likes them we do these community emails about stuff that’s going on and it’s
pretty tight it’s the tightest knit neighborhood I’ve ever lived in and yet
somebody that’s been living on that street for the last 20 years listed with
an agent I’m just gonna call him Michael not one of the two that lives on my
street but this other guy Michael now if I Drive down the street I see Michaels
signs out all over the place in my community so we live in Black Forest
Colorado he is everywhere he dominates and he dominates so much that even my
neighbors don’t use the real estate agents at they’re friends with they
still use this guy Michael because he is the Black Forest real estate guy he is
niching down she’s more she’s better for the job plan because she knows all the
ins and outs about rural homes right so branding branding is now you gotta get
to towards you know before you go out with the marketing you want to make sure
that I tell my students you’re always on a job interview anything and everything
that you put into the world is a replica the representation of how you do
business everything and when I talk branding I’m not just talking your sign
and your colors I’m talking and we’re going to get into branding a lot today
and kind of so what are you this might take a little bit longer than we’re
thinking but anyway um so you’re always on a job interview so think about that
right whenever you market your property is you’re marketing yourself people are
inadvertently making connection and a correlation between how about you run
your business and what you do for example I remember when the market got
better which for me actually gonna bring my business and I I told myself at that
time I’m gonna market every property is it’s a million dollar property so I went
to this course called the Institute for luxury home marketing I started taking
tons of digital marketing courses and social media courses and no real estate
courses right and I learned to like market every single listing as if it was
worth a million dollars now at that time our houses were only
about 200 thousand 250 issue right and I still did floor page color fire social
campaigns drone photography video you know would hand out flyers for the
neighborhood did just listen just little campaigns and very quickly I went from
being called the foreclosure short-sale teen because that’s what I was to the
marketing Queen and then my price point very quickly increased because I was
marketing myself at the same time as marking my properties and people knew
they want to hire Kristen because Krista’s different she does things that
other people don’t do so if you’re an area right now why don’t you say they
don’t utilize video well they’re still using black and white Flyers or so doing
things where they used to you need to think about doing it differently and
doing it before somebody else does don’t say well I’m gonna lure girls so they
don’t do that here great you are one step ahead you’re gonna be that much
more likely to be able to dominate everyone else because you are different
so the idea is you’ve seen me know and be heard be different right the more
different you are the more notice you’re going to get you’ve got to learn to
stand out above the noise about the crowd and be noticed that’s how you you
noticed so yeah one thing I’ve heard I’ve heard so many real estate agents
they I think they fall into this temptation to use the fact that their
markets a little bit different as an excuse to not do things and that seems
like a major major mistake I can’t do it because it’s too hard that’s not true
it’s just different right you’ve got to understand that different doesn’t mean
hard when we went from utilizing a Thomas guide right to utilizing MapQuest
it was hard and then all of a sudden was like thank God for for math quest
because now I can map my properties out in two minutes instead of five hours I
mean literally I remember showing 15 homes and having to map out directions
and how to get there and I wanted to shoot myself right now I literally stick
it in my computer it takes two seconds in my car tells me which way to turn so
but initially when they started MapQuest or you know I was like oh this is hard
it’s hard until it’s not so just tell yourself that and remember your words
have power what you tell yourself has power so if you tell yourself you can if
you tell yourself it’s too hard show yourself you’re too young or too
old that that’s gonna replicate true so make sure you always always tell
yourself that you can and keep thinking that way
um noticing with your with your marking you want to say what message are you
trying to convey so your messaging is really really important in your branding
in your marketing right so it’s so people think marketing before you get
off there and you do your flyers and your do your videos and you do your
campaigns you’ve got to understand what message am I trying to convey um another
quick story so I remember when I got into that to the you know the industry
if you know my story I ended up getting divorced and and right right when I got
into real estate my goal was to play real estate part-time my daughter got
really really sick she actually contracted spinal meningitis and had
multiple strokes and kidney failure and they basically told us that she was
gonna die she’s perfect now actually she just turned 18 but they also told me
that you can expect her to have issues so I quit my full-time safe secure
teaching job and I was my goal was to be a stay-at-home mom and just play real
estate right so two three homes here make what I was making as a teacher
which is crazy and then I was having so look up he was gone I was had to duck
two young daughters we were just about in a brand-new house empty bank accounts
and I was just like oh my god right and so I had to completely change where I
was at so I point to that as I was single okay and if you’ve ever gone
through divorce you know I was a hot mess obviously and my I miss being with
somebody so I dress a little bit more provocatively and I work you know my
boobs are hanging out loving too much like I shouldn’t right so my broker said
to me you know you need to change the way you dress and lovable and I was like
oh don’t tell me what to do I’m gonna dress so I want well finally after
couple years I got smart and I thought you know I think I should change my
dress I ended up meeting I knew as we live my
life and so I went to black house white market I change how I was dressing more
completely you know professional clothes and all of a sudden I started attracting
a different type of point again right I started attracting higher priced homes I
was like well there’s something about this so you’ve got to understand who are
you trying to attract what message are you trying to convey in
Marketing and then all of your marketing should absolutely replicate that right
then you also have to plan you know you’re going to need a budget you need
to plan how often how much how much money are you going to be willing to
spend I personally spend about 30% if not more of my every Commission check
that I get towards my marketing with marketing the more that you spend the
more you make meaning if you spend $5.00 you’re gonna get you know five dollars
back but when you spend $50 you get 500 back because of the fact that people are
seeing you over and over again and it’s like it’s like the momentum and the
accumulation of it so I also do a budget you are
entrepreneurs your business owners you’ve got to think about it like that
and so many agents are afraid and lenders are afraid to spend money that
they they don’t market and I’ll tell you what the more you market the more you’ll
make everyone repeat that the more you market the more you’ll make right so the
more money that you spend toward your mark and you also will make much so
you’ve got to ask yourself that okay you know what
how much am I gonna spend right so plan that out how often am I going to do it
one of the biggest mistakes that I see agents doing is they’ll do a just listed
card let’s say right and they do it one time or they do it three times and they
stop we should never have started in the first place if you’re going to do a Mar
I caught location domination where you you know you pick a neighborhood and um
you know you that’s gonna be your neighborhood and if you just do it like
once a month they don’t remember you’ve got to do it consistently right the idea
is to do it six weeks nairo six week right for six weeks after that every two
weeks you want to send them something but most agents will send something
that’s poor quality it’s black and white it doesn’t convey the same message every
time and then they stop they could do for three months and they stop because
they don’t see the results well you’re not gonna receive the result until
probably month three sorry I meant six seven or eight and then all of a sudden
it’s like wow I’m seeing this person everywhere because you have to think
about something people are only ready when they’re ready but as soon as they
already they remember continuing to see your stuff and they go all the sudden
instead of just throwing away that that piece they then go well I can get missed
for it for a year this is this must be the person let me call let me call them
okay so make sure you plan and you you give us the time that it takes the money
that takes also your investment of time it’s going
to not only take money investment also a time investments you’ve got to really
understand how much time I’m willing to take and you need to plan that in your
work week right for me I have my work week for success and there are certain
days that I educate myself there’s certain days that I take my marketing
and I improve it right how do i make myself you know look better um as far as
how how I appear out there you’re still utilizing that same picture from
nineteen twenty you know taking updated professional picture let people see
yourself you really should change it every you know a couple of every couple
years I recently just got my hair changed I used to have long blonde hair
and I have had to change everything right because I have a new look now I
don’t want to I want people to remember me as Who I am now so when I walk in
that door they make that connection um I’ve never seen a real estate agent have
an out-of-date photo I don’t know what you’re talking about it’s just one of those things it’s just
a pain in the neck to get done but you got to do it right yeah so we’ve yeah so
we still have like we talked about marketing today we’re gonna be talking
about lead gen leader to conversation fulfillment and delivery and then the 3
R’s does your crm play a big role in how you mark it I know it definitely plays a
bigger role down the line we actually have all of our social media campaigns
attached with and so then all the leads automatically go into our real evolve
campaigns and then our workflows are started right and so real Bob is a key
it’s it’s it’s a part of every single aspect of it I like it okay so just to
recap a couple of the points that you brought up
you got to establish a niche right you got to establish your branding you’ve
got to be willing to spend money on marketing to make money in your business
and you said thirty percent is where you’re at now and people most agents
will say like it’s twenty four thousand dollars you’re right
that billboard right but I’ll tell you what I hear every single day I see you
every day on the highway for I’m and I hear that well ours is digital
billboards we we do things we change it up and you know we have involved the
community as much as possible but a lot of people would say well wow that’s a
lot but when they see me on social media and they see my sign when they see my
billboard when they see my videos when they see my just listed my you know my
just sold carbs all of that all’s it states is Krista is the person I want to
go to right and remember I eat my own dog food so everything I’m telling you
to do I absolutely do myself and and it works obviously um I love your questions
are great so let’s get into now just your audience so when you’re when you
think about who you’re trying to you’ll save money if you really can truly
identify who it is that you’re wanting to reach right because if you once you
know all these things about him you know how to curtail your marketing to reach
that audience remember jack of all trades master of none he’s got to really
understand how important leashing is in your marketing so you want to I you want
to figure out who exactly are you trying to reach right who are they and I
literally when I was going to my mic I called him a client avatar when I was
looking for my client avatar for coaching I mean I had pictures in my
bathroom of women because my guy never heard was mostly women now only got
we’ve got men too right so it’s kind of wrong on that but
I have pictures of this I had one board of women one board of men I put on their
things qualities they had you know every recruiting on things they’re like they
love to learn they love to be a leader they have a high integrity you know all
of that stuff I identified here my client avatars so that way I know how to
make sure that my messaging in my marketing is is reaching my client
avatar you want to ask your seats off like things like where do they shop and
what do they like what magazines are they reading what shows are they
watching what movies are they watching right what are their ages what’s their
gender women male both whatever is there they marry that a single what are their
interests and what do they do on their free time what’s their education level
and all this is so important because once you know this again remember you
can curtail your marketing to reach that person right so if Maya kite avatar is a
millennial I’m having much deeper message than if I’m going after somebody
who’s retired right or somebody who’s maybe trying to move up if I’m looking
for a first-time seller or first-time buyer only having a different marketing
message and I am going after somebody who’s maybe moving up to their next
level right or somebody who’s moving locally
or moving out of the state so once you know that and and gosh I just I want you
to hear me right now everyone the more that you can nece yourself you are it’s
like if the the floodgates are gonna open in that arena and but you’re still
gonna have just as much business as you ever had before because you still get
the referrals you still get the friends you still meet somebody they like you
and all the other stuff still happens but you want to be able to show up in
that one arena so make sure you’ve got your branding message down you know
really really well and remember you only have one chance to make a first
impression one chance so you want to make sure that when they see you or
which you is defined by your marketing and materials what you’re putting out
there your messaging all of it right it’s not just your business card in your
logo yeah of course that’s a part of it it’s everything else you only have one
time to make it first impression you’re always on a job interview make sure you
do that um and and remember again it’s not just logo website colors card it is
so much more you want to think about what kind of your brand is your
personality right it’s it’s a what’s your vision it’s your values it’s your
attributes it’s your benefit that you’re positioning all of that represents your
brand and your brand goes in to your marketing you want to ask your questions
this how do I want my community as part of my brand to react to me how do I want
them to relate to me how do I want them to trust me and how do I want to be
perceived all of this is a huge part about your brand and about your
marketing your brand tells a story about everything that you do right what’s your
lifestyle like what’s in your community what’s your surroundings
what’s your culture like all of that is a representation of your brand and then
it’s conveyed through your marketing so ask yourself something like this what
what would you say what words describe you
what phrases describe you what message are you trying to send to your community
for example for me my slogan is when you do what you love people love what you do
I end every single video with what you know and as a great thing and my right
to like people know I say that my coach you guys do that in my real estate say
that one more time crystal you cut out for a second say that what you yeah what
do you say every time I say make it a great home selling in mind a right so
that whether I’m cooking her in real estate that comes on my mouth and people
know that about me right it’s kind of like you’re getting them you know just
like TV commercials you know or TV shows they have the same ensure every single
night because we’re trying to get that branded um and people know hey when you
do it you love people love what you do I love what I do and people love what I do
because I love it so much right that’s the message I’m trying to convey I take
my business seriously when you when you brand properly and you really put money
into it you’re making a statement to the community that this is how you what they
can expect from you later right they can expect that that well every time I see
one of Krista’s listings she has you know fooled for page color brochures she
has a video campaign she’s house is all over social media the house looks great
um you know the photos are on point I mean there’s nothing about that that
isn’t perfect and ice tell them you can expect that in every single phase of our
relationship together from the time that you meet me until the
time that I die pretty much right and so it’s always conveying a message this is
how important marketing is is because you’re setting yourself up for later um
now let’s jump into planning remember planning planning – failing to plan is
planning to fail you’ve got to make sure that you plan you plan plan plan I’m
gonna get into each part of the market we talked about earlier planning is
essential because you need to make sure you have the budget and the time
investment right so when you think about your business in every phase of the
cycle you need to think about how much time investment is this going to take me
and how much money investment is this going to take me and remember sometimes
it might be the point where you it’s hard on out right it takes more time now
um but you’re doing that to save so much later on you need to think about
and budget as well and let me just say one thing to everyone investment in your
business is an investment in yourself okay the very best investment in your
business is investing in yourself remember that one of the reasons I
really attribute to my success is that fact that I’m constantly taking courses
getting training hiring coaches and mentors to get me there because time is
money and for me time is actually more valuable than money and I know that if I
can 10x or 12x me getting somewhere faster by hiring somebody and paying
them to teach me all the things that they did right and wrong that I’m gonna
get there faster therefore making more money even though I’m putting it money
investment in it now right um any questions over um no I just I love how
all this is tying together so beautifully I just wanted to make a
comment about how you know you can obviously see how your niche your
branding your audience those avatars that you talked about in the marketing
personas if that all dovetails really nicely together all this other stuff is
going to be easier to accomplish so I just I just wanted to make that comment
easier more effective yeah less money yeah you know let’s talk about marketing
and consistency right we all know if you actually ask anybody but the number one
success is to their life they’re gonna say it’s consistency right it’s it’s
starting and doing but and also being as consistent as possible so you’ve got to
ask yourself okay first of all what strategy am I going to choose and when I
say strategy I mean in your marketing you might say okay I’m gonna my first
strategy is I’m gonna learn to do a social media campaign okay so you need
to figure okay so what platform are you going to utilize with that don’t you
know social media means Facebook Instagram Twitter YouTube don’t pick
them all pick one commit to one commit to doing it well choose one calendar it
out set aside a budget for it set aside the time for it master it and do not
choose another one until you’ve mastered that one then pick another one another
strategy right and do not get rid of the don’t stop doing the first strategy keep
doing Facebook and then add YouTube once you’ve mastered it and you’ve got that
that place so many people they get excited in it like oh my gosh I want to
do this this and this and they they gets Knowles alone that they shut down and
they do nothing so just give yourself the freedom to do one thing if your son
and and congratulate yourself and realize that you’re moving forward
before moving on don’t commit to doing doing too much it’s very very important
when you think about your investment of money okay you might need to go alone
alright and I honestly you know let me ask you a question daily answer how do
you it don’t don’t try to play with me but I can sir like really is blood good
or bad is blood good or bad blood scam that’s good okay but okay now it depends
though really right if you actually get a blood transfusion that has aids in it
blood is bad if you have accident that’s bad right you want your blood in your
body correct right so let me ask you the
question is having is getting a loan or investing in yourself where you know
having is that good or bad I think it’s good okay Oh most wouldn’t say debt is
dead yeah debt is bad negative connotation
what we’re dead okay but it depends if the debt that you have was was
accumulated because you have liabilities you have a debt because you’re spending
too much money you’re going out to dinner you’re buying that car you’re
taking that vacation you don’t you can’t afford or if you have some debt because
you made alone and you’ve gotten and made an invest in yourself made an
invest in your business so that you can get where you want to go quicker and
that’s good to happen right so it really really depends so I’m when I’m just
thinking money right now I want you just to give yourself
permission to be open to hearing me because I will tell you what um I have
been getting loans since the day that I started college I was in a foster home
in high school group home do you know how I was that kid and when I decided to
change my life I ended up getting a loan putting myself through college without
any help working full-time and that was one of the best investments I ever made
right then I got my master’s degree and I became a teacher I got a loan for that
I will tell you that me being a teacher is helping me be an amazing coach right
I didn’t like having the $30,000 debt but I’ll tell you what people take me
when they see me and they realize I’m educated I’ve got a master’s you’re
gonna read a bachelor’s degree I’ve got 18,000 I’m exaggerating but designations
under my name right so they know that and those all cost money but those have
helped me make more money so when you think about the money it’s gonna cost
just understand that um so we’re thinking about money can you do
partnerships instead be resourceful maybe you’re good at something and
summit and not good at something else you can do trade work right take about
take the percentage of every single closing and for example if if somebody
walked into your office right now dealing and they said dammit you’re
gonna have to take a 6% pain cut or you’re gonna have to quit what would you
do I would take the pay cut you you make it work wouldn’t you even though right
now you’re saying I can’t afford it oh my god you would make it work so when
you get your commission check you take 15% of that start with that and then
you’re gonna not even see it put it into a marketing allowance and you’ll make it
work right so you’re gonna get int the money
nope you’ll make it work and I would set something up at your broker where you
don’t even see it it automatically get go somewhere so you’re not happy to make
that transfer that money will make you more money later then I want you to
think about you maybe you can hire a change or a stay-at-home mom or dad you
can hire a family member how can you figure out how to make it work so you
can actually get that marketing budget budget there now let’s talk about time
in your marketing can you get up earlier can you go to bed later what are you
doing that our time wasters are you on Facebook too much are you
you know gossiping too much are you sleeping too much are you you know we
all have that thing that what are you drinking maybe too much wine and I swear
if I have that problem right like what are you doing that if you stop doing you
have more time right um and and how committed are you to that process maybe
you need to start saying no more right maybe need to start saying no more and
that will be helpful and then lastly um as far as the marketing goes education
should be the root of a large portion of your marketing and remember don’t sell
okay in your marketing you don’t want to scream
I’m the best person in the world I’m number one oh my god hire me your
marketing should convey I want to help you how do I make your life easier how
to make your life better you’re giving tips you’re getting tricks
you’re constantly educating the community anything real estate-related
or twenty get related you are that go to marketing resource don’t be the person
that says I’m the number one agent nobody cares
they care about how can you help them how can you make their life better and
if you can do that in your marketing you will you will see a huge shift in your
in your business so we got that that’s marketing Gail it took us long we
thought yeah that’s okay it was really good stuff I know it’s really hard to
kind of bullet point on this stuff and still make it valuable so I
appreciate everybody sticking with us here so yeah we’ve got we got that’s
part one we got six five more I guess so that was marketing we got lead gen
lead nurture conversion fulfillment delivery the 3 R’s coming up after this
so stay tuned and again stay to the end because we have some offers for you at
the end so stay through the whole thing we’re gonna try to keep the next one’s a
little bit tighter this was kind of the biggest topic and the hardest one to
summarize so thank you Krista for your time and we’ll see you on the next one hello everybody welcome to part two of
how to program your business around the six stages of the sales cycle I’m Dale
with revolve with me today is Krista Mae sure thank you so much again for joining
us today Krista really excited to get into lead Jen’s part two the second
stage in the cycle yesterday we talked about marketing if you didn’t see the
marketing part go back and watch that and then the next part is gonna be on
lead nurturing so today it’s all about lead generation Krista take us into your
philosophy your strategies on lead gen cycles you understand what we’re even
talking about right that’s right again I want to reiterate that everything that I
talked about I actually do just like you so I eat my own dog food this is what we
utilize to again be in the top one person
real estate agents across the nation and okay let’s get into it so lead
generation again remember you need to identify what your lead generation goals
are right we’ve got to have goals and you want to track that you want to track
that and ask yourself this question what’s the process that you’re doing now
then I want you to ask yourself what three things do you know that you need
to do differently to achieve these goals most of you are probably doing the same
old things that you’ve always been taught right and I want to remind you
the reason we were taught those things is because we didn’t have this the
internet we didn’t have social media we didn’t have Google and because we are
now living in such a bit grossly um technology age we need to adapt our
business just like every other company has why is it that most companies are
changing so rapidly because they’re they’re using innovation they’re using
technology they’re using social media but most foolish agents have still like
we’re archaic and we’re afraid so lead generation I don’t want you to think
about open houses you know farming you can do those things but you need to do
those things what I call with a 21st century twist right so for example let’s
just say that you say I’m doing open house as well how do you start
incorporating 21st century strategies in doing an open house you want to do mass
digital marketing social media advertising for the open house right you
want get people there you want to do Facebook lives what I do video is
encouraging people to come you want to have contests while you’re at the open
house saying hey I’m in this house right now
how much money you think it’s worth everyone comment well why do you think
that right engage people that’s how you start generating leads another thing
with your lead generation again you’re gonna hit here to go back to this a lot
I’m I utilize real ball with with my keeping track of my leads because I need
real ball to get these leads to go into one solid place and then I need to have
workflows and action plans attached to those so that I don’t lose those leads
because as we all know what’s the next phase of the sales cycle which is lead
nurture that’s the biggest hardest part so you know you got to have a really
good CRM in place again I highly Judy is real all I want you to know that
real vault has yet to pay me $1 $1 so when I when I when I tell you to utilize
them I’m not doing it because real office paying me to do so that might
change one day but as of now yet to receive a dollar from them so I’m saying
this because I truly do believe it um so now let’s get back into what is your
strategy and what platform are you going to use well barely just remember
distract these platforms you’re not gonna do any of them so you’ve got to
utilize one are you getting this Facebook maybe YouTube
okay Instagram maybe using Google maybe you’re doing farming are using landing
pages maybe have funnels okay you’re gonna choose a specific campaign maybe
it’s open houses maybe you’re gonna utilize a video text message campaign
right maybe you’re going to your strategy it’s gonna be joining local
Facebook groups and offering as much value as possible maybe you’re going to
create your own your own Facebook group right um I want to think about are you
gonna buy leads are you going to creat maybe you’re gonna create your own local
B&I group okay maybe you’re gonna do community events community videos every
one of you should be doing videos like video video video every single person
maybe you’re going to start interviewing local professionals maybe you’re gonna
do Facebook lives maybe welcome home parties right maybe your focus on for
sale banners maybe you’re focusing on expires again creating your own fit
local Facebook group maybe you’re gonna do buyer seminars maybe seller seminars
if you’re gonna write a book like what is your strategy and what platform are
you going to use now I know I named a lot you’re going oh my gosh so we’re
doing off nope choose one do it well learn in flip maps to repeat learn one
implement it master it repeat it right and then add another one um so I want
you to think about how are you going to get those leads out there and stick to
it and be as consistent as possible so let me give you an example before you
get into the example I mean just ask you a question
so of the infinite number of possibilities of the different marketing
channel that I could potentially get into how do
I decide then how do I decide which one to start with for me I heavily focus on Facebook okay
the average person who goes to Facebook 17 times a day they spend 53 minutes
there all right between Facebook and Instagram that’s a lot of time and so I
learned you know four or five years ago had a master Facebook and the problem is
most people Nate they use Facebook they’re using it incorrectly so they’re
posting on their business page but posting in their personal page this
Facebook’s of business they only want they only allow about 3% of people to
actually see your stuff so you have to learn to utilize Facebook correctly so I
have completely mastered Facebook I understand their algorithms they change
all the time we’ve learned them because you know I’ve taken massive trainings
we’ve we sent over a hundred thousand dollars a month between Chris donation
or coaching and homes by Chris tuck just in facebook ads so we understand and
that’s our my own personal team manages those ads so we know Facebook we know
strategy we know lead gen from Facebook like crazy we now have just adopted now
we’re going after YouTube right and we’re and YouTube and Google are so
close to lis connected like that’s our second stop so I chose Facebook’s you
find one that you’re comfortable with and then just master it and here’s the
deal you’re not gonna be comfortable in the beginning that’s okay take a breath
congratulate yourself for learning congratulate yourself for implementing
and just set aside time every single day to learn it
there’s no it’s no longer a choice Dale whether or not we need to
incorporate social media and digital marketing into our marketing strategies
it is essential it’s what’s going to keep you to be able to you know fight
with the next doors and the Zillow’s and all of that if you want to last in this
ever-changing digital marketing real estate age that we’re in you’ve got to
adapt and you’ve got to be willing to say I’m doing it no matter what okay
I mean let me put it into perspective remember when short sales came I hated
short sales and I was like oh no I’m not gonna do short sales well guess what I
was a short sale Queen because I realized oh my gosh I don’t like this
it’s super hard I have to do it so I got my certified distressed property expert
designation and we mastered it and we crushed it
because we early on realize oh my gosh we’ve got to adapt we’ve got to change
or I’m gonna be out of the business during that time frame numbers like
three agents in my area that did all we’ve dominated the listings and that
was because early on we realized how important it was to adapt technology and
social media is that way now so if you were in the market at that time do you
remember how devastating it was for many people that’s the same analogy and
thought process you should have right now with what’s happening in with
technology and social media but so yeah just just pick one I love Facebook right
if you’re younger you are got four Millennials Instagram is your baby
because more Millennials are an instrument on Facebook okay if you love
doing video and you’re really you know you’re great at educating people YouTube
might be your platform but I really kind of believe that we’re gonna see a huge
surge right now because Facebook is getting so overly people are marking out
like crazy and I always say if the goal is to get them to stop the scroll right
you don’t know on your Facebook you’re scrolling the idea is to get them to
stop the scroll getting Parker is about times for somebody to see you before
they finally click now it’s about 20 because there’s just so much noise out
there so in order to get them to stop the scroll and to catch their attention
it takes longer but that’s that way with everything with everything so now we’re
focusing more on Google and on on YouTube because I believe that that’s
where the next shift is I’m trying to ship there before it’s already saturated
if that makes sense that’s kind of our strategy right now um okay great so now
let me give you an example so let’s just say you want to you’re gonna say your
your your platform is Facebook hey that’s your platform now your strategy
is going to be you have to run a Facebook ad right but I want you to ask
yourself okay so what type of ad am I gonna run am I gonna run selling a
property ad am I going to run a cma request or like what’s my home worth
which by the way I wouldn’t utilize which mine what’s my home worth anymore
it’s it’s kind of overplayed are you gonna offer a list to somebody are you
gonna have them download something or or are you just gonna give tips and give
education up on Facebook ads are you gonna put that ad
out to your farm are you going after buyers you’re after sellers so it’s like
this is again this lead generation goes back into the marketing you got to click
your platform click your platform you got to pick your platform and then
you’ve got to actually utilize what strategy you’re going to use on that
platform so let me kind of break that down okay for for social media so you
pick Facebook alright I’ve decided now that I want to go to um
I want to go up your for sale banners and expires okay so now I’m gonna now
utilize Facebook to after four set of owners and do after expires I’m also
gonna incorporate um some digital marketing into that and here’s how I
would do it so I actually own a it’s called can you sell it calm okay and
again it’s not active right now because we’re not going after first antennas are
expired so it’s turned off but can you sell calm can Krista SOCOM can insert
your name yourself um one of my students have now picked up these URLs and so
what we do is we teach them how to UM you realize that the house doesn’t you
know course all better goes in the market or an expired comes up so most
people just call call call right and what happens everyone’s calling they’re
getting kicked off they’re saying they have buyers they’re saying why didn’t
you call me before why don’t you have buyers like everyone’s saying the same
old thing well how much more would it make sense to actually delivery and
deliver up that their house you know a beautiful marketing packet that you do
and then send them to can Krista sell calm and then when they go to canker
sore sell comics me saying hey guess what yeah first of all thank you so much
for watching this video I know you’re getting harassed by a bunch of agents on
you that they can sell your house and that um you know they have buyers for
you and we both know if that was the case they would have actually sold your
house three houses on the market so let me tell you why your house didn’t sell
your house did this up because your house has not been properly educated
properly a marketed your house didn’t sell because it wasn’t being marketed
digitally to buyers and then go into um maybe because here you were doing open
houses and did you know that only three percent of homes actually sell at open
houses however you know fifty-one percent of buyers are going on social
media to look for their home and so you just do this huge video showing them
basically breaking down the Ruiz why the house didn’t show and then at
the same time telling them what it is that you do differently than everyone
else without putting anyone else down you basically do a little mini marketing
presentation that is a lot more effective than just making that phone
call so if you are still doing you know personnel burners expired in door open
houses in door knocking all that great stuff that we’ve been taught to do
forever which I’m not saying doesn’t work or isn’t affected but what I am
saying is that there are a lot more effective efficient ways to spend your
time and to put a 21st century you know yeah so um that’s how I would do my for
Sale By Owner campaign to attract leads then I would make sure that those leads
went into my CRM which for me is real ball and then at that point I’m
following that up with not just you know automation I’m putting myself into this
lead generation you know now nurturing sequence where I’m making phone calls
I’m doing video text messages I’m you know sending them to a landing page I’m
putting them through a funnel right then once this fire goes to the can you sell
it calm then I’m putting them through another funnel where I say okay now
check out this this landing page where it’s all about the selling process and
marketing and a listing presentation and they there’s literally 20 videos that
shows them exactly what makes you different and in all that great site we
actually have that and we actually given all those scripts and that strategy and
the funnel to all of our students and it’s just working wonderfully great way
to get leads and also what you know is you don’t just want a bazillion leads
you don’t want a thousand leads a month you really don’t
it’s so much more effective to have maybe 50 leads or a hundred leads that
you brought down your funnel right you’ve brought through your facebook
marketing campaigns and you can show and track that these people have watched you
know us and and they continue to watch and then they I say hey can you please I
want you’re selling tip guys I want your you know your buyer tip guy after
they’ve gone down that funnel because I know that once that person is at step
two or three or four of my funnel they are way more qualified to buy and
they’re more serious and I’m not going to spend too much time spinning my
wheels right that is is prop a generation I love it so that’s kind of
the – those two steps that you said identify the platform and then identify
your strategy on the lead gen side we talked a lot in the last series if you
didn’t catch it we talked a lot about branding about your niche about how to
choose your marketing persona or your avatars so if you didn’t watch that go
back and watch it and then tomorrow we are gonna be talking about lead
nurturing and as Krista has said one of the most difficult parts to get right
for a lot of real estate agents so stay tuned for part three of the yeah of the
six part how to program your business around the six stages of the sales cycle
with Krista May Shore and then stay tuned to the end because we’re going to
be giving you guys some exclusive offers when you get to the end of this series
so thanks again for joining us today and we will see you on the next one

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