Are you a real estate broker that’s trying to get your agents to produce and sell more houses? In this video, I’m going to show you how to increase your agents’ level of production. I’ll share the one marketing system that works for every agent to ensure the best lead generation for your team.

Agents Don’t Perform The Same

If you’re a real estate broker, one of the things that’s always on your agenda is how to get your agents to produce and sell more houses. The truth is that it’s not by buying them leads or using some type of superduper technology. In all honesty, it has to do with just going back to the basics.

Being in the business for over 15 years as a former broker-owner and team leader, I’ve tried everything with just about every type of personality. I ended up finding something out that I think you’re going to really appreciate.

As a broker-owner and team leader, I needed my agents to start selling more leads. To accomplish this, I would go out and buy leads on a portal site like Zillow. I would also implement expensive direct mail campaigns—but then my agents wouldn’t follow up.

What I realized is that when it comes to lead generation, not every agent is going to be able to perform the exact same way another agent would. For example, have you ever noticed that there’s always an agent in your office that is so good at prospecting that they close a lot of deals and get a lot of listings—just from doing traditional prospecting methods? However, you can take somebody else in the same office, give them the exact same leads, and you’ll have two totally different results.

The One Marketing System That Works

In my experience, I learned that some agents are wired to prospect and other agents are not. After spending thousands and thousands of dollars, I concluded that there is only one marketing system that worked with every single agent that I ever implemented it with. The answer? For my agents to stay in front of their already existing sphere of influence.

I know that sounds a little bit cliche, but just hear me out for a minute. Each year, we can look back at the statistics. At the end of the day, nearly 80% of your business as a broker-owner is going to come from people we already know, used in the past, or that we’ve personally met.

In other words, it’s not coming from a super-duper email autoresponder or the latest and greatest tech. Rather, it’s coming from the relationships that your agents have with anyone that they know within their life. The reason why this is so important to know—especially as a broker-owner—is because it’s one of the only ways that real estate agents are going to be able to compete.

Agents have to compete against the iBuyers, rebate brokerages, and every other big tech type platform trying to throw real estate agents under the bus. One thing the competition doesn’t have is the strength of the relationships agents have with the people they already know.

Using Your Sphere Of Influence

At the end of the day, here’s what happens. 10-15% of an agent’s sphere of influence—on Facebook, their email list, or anyone that they freakin’ know—are moving this year. 100% of them have a referral for you.

The question becomes, ‘how do we create systems within our agents as businesses that can keep them at the forefront of their sphere of influence so that they can begin attracting business?’ What we came up with for our agents was a referral marketing system that kept their brand and their name in front of their own networks—simply so they didn’t forget about them.

Every time we did this with any agent, regardless of their level of experience, they all started producing. That’s because every single agent has people they know, whether it’s 50, 100, or 500. Out of those people, there is business.

The problem everybody always has, though, is finding a system to keep a database right in front of them. And that’s what we’re going to show you right now.

A Three-Prong Approach

The approach we took with our agents is what we call a “Bed Bath & Beyond” approach. If you look at Bed Bath & Beyond, Buybuy Baby, or even BestBuy, you’ll notice that they take a three-prong approach to marketing their past customers and staying in front of them.

For example, I just had a baby. Because I have a four-month-old, I’m getting all kinds of Bed, Bath and Beyond stuff and Buybuy Baby stuff. What that typically means is they come over to my mailbox in the form of a postcard and offer me 20% off.

For whatever reason, they keep on sending me these different postcards. And for whatever reason, I also don’t ever throw them away. They continue to pile up within my junk drawer. Now the interesting thing about this, though, is that when I go to Buybuy Baby and buy something, I always forget the damn coupons in my kitchen drawer.

So what do I do? I scan my email for the exact same coupons and use that to redeem my 20% discount. And when I leave Bed Bath & Beyond or Buybuy Baby, I start seeing a bunch of towels followed me around through the internet. Why? Because they asked me if I’d like them to email me my receipt. And when I do, I get immediately filtered as a custom audience so I can be retargeted online.

Postcard And Email Marketing

Here’s the point: all these corporations are doing is taking an omnipresent approach to marketing their past customers. It’s no different than what a real estate agent would do. Anytime I think about Buybuy Baby, I’m not going to cheat on them with another baby supplier.

It’s no different in the way that we market our sphere of influence. For direct business, we just copy exactly what Buybuy Baby and all of these big corporations are doing. To do that, we implement a postcard strategy. This keeps our network—our agent’s database—at top of mind.

We send out one postcard a month. Statistically, if an agent has roughly 100 people within their sphere of influence, within the next 12 months, 10 to 15 of the 100 will be moving. All 100 of those people who receive that postcard on any given day can refer the agent at least one deal.

We also implemented a video email marketing campaign for our agents. This includes simple videos such as neighborhood events and holiday greetings. All our agents had to do was simply copy and paste our templates, shoot a quick little video on their cell phone, and keep sending one to two video emails a month to that database to stay in touch.

Of course, an agent’s email lists are a little bit larger than their direct mail list. However, the same statistics are true, although we will not get a 100% open rate on their emails. We usually get north of a 40% open rate on average. This is because we’re emailing a warm list of people with whom they already have a relationship and we’re not boring them with real estate market updates.

Social Media Marketing

As you can see, our video email campaign says “don’t forget I exist, and I’m here for your referral business. And by the way, if you’re moving, I can help you with that, too.” But we don’t stop there.

We also have Facebook ad services for agents in-office. What we’re able to do with that is upload their entire database into a CSV so that we can run our ads to remain in front of them. The reason why this is so important is very simple: we’re going to get more eyeballs on our agents’ brands. Once we get that, they will start attracting more business and adding to your bottom line.

When agents are posting their business on their business page, they’re only getting less than a 5% reach. This means nobody’s seeing their content, which doesn’t do any good for anybody. When they’re posting on their personal page, however, your agents are getting anywhere between a 15% to 18% organic reach. Regardless, they’re not getting a 100% reach. And that’s why you want to run ads to their database.

So if you are a broker-owner, just imagine you had 25 agents. All 25 of your agents are direct mailing their database once a month. They’re sending one to two video emails to their database a month. And all of them are constantly promoting their brand on social media to remind their network what they do for a living. By how many more sales would your office as a whole grow?

Generating More Leads

I hope this helped outline how to implement a really easy referral marketing campaign. If you liked this information, go ahead and check out Sweet Assist. We have a referral marketing system that will help you implement the exact model I just walked you through here today.

We can help your agents start attracting more business because let’s face it: 95% of them aren’t going to be good at chasing and generating leads. The one thing they can all be good at, though, is attracting and generating more referrals and direct business from the people they already know.

I’m one of the coaches here at Sweet Assist, so if you have any other questions that we can help you with in terms of lead generation or marketing systems for you and your agents, please feel free to reach out. Don’t forget to also subscribe to our channel so you never miss an episode of our show. Stay tuned to see what we feature next!

 

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