I talk to estate agents and agency owners on a daily basis and when I ask them the simple question of “How their business has been this summer?”, “What is your current marketing plan?” or “What system do you have in place to get a consistent influx of new sellers wanting to list with you?” the answer is always pretty much the same.
Most of the time it’s something about summer is always quiet, I use these quiet months to go on holiday, most of the listings come in through word-of-mouth or some other sort of unpredictable, non-measurable and non-trackable method because everybody else in their field is using them.
Some even tell me how they are still using the old school methods such as; cold calling, cold emailing, prospecting, waiting on expired listings, relying on open houses and even direct postage mailing/leafletting!
I could go on and on about this … but if you want to stand out in today’s market, you know these tactics will never supply a steady stream of new clients, and get that these very unpredictable, non-measurable are NOT a reliable way to run your business, keep reading!
In this article, I will be showing you a simple 4-step strategy that you can implement in your business today, and that will generate a consistent flow of 5-10 high-quality listing & buyer leads every single week, month after month, year in year out.
For those who don’t yet know me, here’s a little background story: I’m the creator of Sem Express helping Businesses become more profitable thru proprietary marketing strategies.
I’m known as the go-to person for delivering a predictable stream of qualified and exclusive leads.
And for the past year, I have become obsessed with how to deliver Real Estate Businesses more customers. Spent hundreds of hours learning and testing many strategies. I have discovered only a few methods actually work. How this will be beneficial to you is that I will share the BEST method of getting you more customers saving you time and money.
So, once again, I’ll be breaking down a 4-step CPR (Clear Process to Revenue) system that has worked numerous times for me and my associates to generate 5-10 new high-quality listing leads a week on average!
Here’s a quick screenshot that explains this system, it all starts at the far left, I call this the ‘Creating your perfect audience stage’. I’ll break this down in a second but first, let me cover a very important point…
You see, when it comes to running Facebook/Instagram Ads or using Social Media for their business, here’s what most estate agents do. They “try to find the code themselves”
This is a little metaphor I have for what I call the “combination lock” and I’ve been seeing throughout the industry recently.
Here’s what I mean by that – Let me ask you a simple question when you come across a combination lock somewhere and you know it has about 10.000 possible combinations … Do you try to find the combination yourself, wasting precious time and money in the process or do you simply ask someone who knows what the right combination is to help you?
If you answered the latter, here is another question for you…
If you have a marketing strategy in place and it isn’t working the way you want it to, you’re getting little to no results, you are struggling to get more listings to fill your portfolio, do you try to fix this yourself or do you seek professional advice?
You see, most estate agents are doing this:
They know that this “social media thing” is important for the growth and survival of their business and so they go attempt it themselves or just get a team member to do it for them.
I mean it’s only social media, right? How hard can it be?…
They proceed to throw up a couple of pieces of content, come up with some sort of promotion or give away, some even click the ‘boost post’ button and put some sort of budget behind their content (Don’t do this, by the way, this is definitely not a good strategy and only good to line Mark’s pockets!).
Their attempts turn out to be a complete waste of time and/or money and then if you talk to them, they go on to claim “We’ve tried social media marketing, it doesn’t work”, “Our clients are not on social media” or they claim “Facebook ads don’t work for the real estate industry” Etc.
They then never go back to attempting these platforms again. Not seriously anyway.
However, I’m here to tell you that these statements are far from the truth… Very far.
So let’s get back to step 1 of the 4-step CPR system.
Step 1: ‘Creating your perfect audience’:
What you definitely need to understand first is that Facebook and its algorithm has gone through some important changes lately.
We’ve all read about the data scandals and since a few weeks, the real estate industry has to comply with certain discriminatory rules.
They have completely removed gender targeting, age demographic targeting, and income targeting. A whole bunch of targeting options have been removed from the Advertising platform.
So what does this mean?
It means you will have to tell Facebook who your ideal client is by using an existing customer email list of past clients (if you have one) and create a “lookalike audience” or “buy data” to build your own perfect audience.
At Sem Express we knew these changes were coming and instead of freaking out about them, we embraced them.
We did this because we know that all of the “half-decent” Ad Agencies and Marketers will struggle to adapt to these changes, giving us less competition. We understand that those who can’t adapt to environmental changes die out and go extinct. “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change” – Charles Darwin (1809-1882).
When these changes came into effect, we didn’t even blink. We found the solution within a matter of minutes and remained cool as the new changes rolled out.
We just started crafting our own perfect audience and you can do this very easily and cheaply, by running very simple 1-minute long video Ads to the local area.
These video Ads allow you to create a “custom audience” of all the people who have stopped to watch a certain percentage of the video Ad. We can then retarget these people as they are now considered “warm traffic” because they have stopped to watch your video for x amount of time.
You may have noticed it, we now live in a so-called “microwave society” where our attention spans are worse than those of a goldfish because it’s forever decreasing due to the increase in stimuli!
So if you can capture and retain somebodies attention for more than 30 seconds in today’s age, they are literally putting their hand up at that point and saying “hey, I’m interested”.
This brings us to step number 2.
Step 2: ‘Targeting your perfect audience’
So now that we have a “custom audience” of interested people built we can then re-target them with a secondary ad. This can be a simple image ad.
You have options here, you can retarget all the people who have;
- Watched a certain percentage of the initial video Ad
- Engaged with that initial video Ad
- Clicked on the Ad and have been taken to your Website and/or your Landing page. (Landing page explained in next step)
Retargeting these people with a secondary Ad is where the money is at as these people have already shown some sort of interest to what you have to say previously. In simple terms, they are no longer a “cold audience”.
Step 3: ‘The exchange of value’
With your retargeting campaign to your perfect audience, you want to offer them a valuable piece of content an offer that sucks in leads like a vacuum cleaner on steroids
IMPORTANT: It’s called a High-Value Content Offer (HVCO) for a reason! There not only needs to be perceived high value, but it must deliver on that promise.
This Value-Based Marketing is not what most estate agents at this point do, they offer a “free home valuation” like the thousands of other estate agents across the country, just copy each other and have no differentiation whatsoever.
Don’t get me wrong this still works, but what works even better is providing people with a free downloadable PDF guide of some sort, and I’m not talking about some crappy two-page free ‘report’ that is simply a promotional piece about your company. The goal is to wow them with this experience. This is also known as a “Lead Generation Magnet” (See an example of mine below).
There are many great reasons as to why you’d want to use a Lead Gen’ Magnet but here’s 4;
- People will give you their correct details (email, name, phone, etc) because they actually want to receive their free copy of the guide. (No more bogus information)
- Your leads qualify themselves, look at it this way, would you honestly stop your scrolling on your favorite social media platform to download a free PDF guide if you had absolutely no interest whatsoever in its content?… Yeah me neither.
- Your prospect will be thankful for the information you gave him.
- You position yourself as a trusted expert in your field and service area.
So, while everyone else is just screaming, ‘Buy, buy, buy!’, you’re building goodwill by showing people you could help them … by actually helping them!
Here’s a pro tip: Use a Landing Page, like the one below, to collect the details of your leads as websites have a terribly low conversion rate of around 1%.
Meaning if you run Ads on Facebook and drive people directly to your real estate agency’s website or homepage, out of every 100 people who click your Ad and visit your homepage, only around 1 person will become a new lead.
Now that is in comparison to “landing pages”, which have a much higher conversion rate of around 10-30+% (depending on how well they’re optimized).
So for every 100 people who click your Ad and get taken to the landing page, you’ll receive 10-30x more leads than before!
If that sounds too good to be true, please feel free to check out my article on how to ‘Build an Effective Real Estate Landing Page in 2 Steps’ by going here: https://sem-express.com/2-steps-to-an-effective-real-estate-landing-page/
Now, when people reach your landing page from your Ad, they are not distracted by all the navigational buttons, menu bars and other irrelevant content on your site and thus this increases your conversion rate.
When people enter their details they are then automatically put into emailing drip sequences. (The PDF guide is also sent to them instantaneously via their email) and voila! You are now collecting high-quality leads for your real estate business the correct way. Which, by the way, takes us to the last step in the 4-step system.
Step 4: Nurturing your leads:
So, we started with a traffic source. It could be Facebook, Google Ads, Instagram or even YouTube. We sent them to a landing page to opt-in in exchange for something valuable. They are now a prospect we can market to, virtually for free, using email.
They download your HVCO and then get redirected to a thank you page, this is another landing page that presents your offer, for example, a free valuation visit. Once the prospect clicks the button on this page to take up your offer, they are taken to a survey page where you can secure more details before contacting them and aim to make a sale (agreement to list with you) immediately.
That takes care of the 3% that are in buying mode and eager to start working with you on the spot. But what about the other 97%? They entered your funnel, gave you their details, but because they’re still undecided, they don’t take the next step to schedule a call or visit with you.
Obviously, these people have a need or problem they’re looking to solve; otherwise, they wouldn’t have opted-in for your HVCO in the first place. However, they aren’t in the 3% of the pyramid that is looking to buy/list now.
This is where it gets interesting because the biggest profit opportunity online lies in the 97% of prospects who aren’t in ‘buy now’ mode! They are the biggest market, and marketing to them can give you a huge advantage over your competitors. You just need to know how to treat them.
What you want to build is a system that automatically follows up for you. You can do this the traditional way, which is to build-out an email campaign that sends pre-built emails to your list. The only problem being is that email can be really ineffective.
You can, of course, immediately call the new leads as they come in, which I highly recommend you do and I also highly recommend you do this within the first 15 minutes of the person becoming a new lead of yours, as the longer you wait the less chance you have to move them forward through your sales process.
Or you can use an even better way… Facebook A.I Messenger Bots.
This is the new age of technology.
Let me explain this in an easy way, these bots replicate and act like real humans and they are extremely powerful, bots see an average of 80% open rates and 25% click-through rates so they are destroying Email by a very long shot.
They can respond to people who have messaged your business page on Facebook or who have clicked on an Ad that puts them into your bot sequence allowing them to have a full-blown 1-on-1 conversation with a warm lead for you based on pre-built responses you can create ahead of time. They can even respond according to what the person on the other-end is enquiring about and what they are responding back with.
Bots can automate your lead nurturing for you. They can ask certain, set pre-qualifying questions such as “how soon are you looking to move” then they can present clickable options to the person they are speaking to such as “ASAP”, “1-3 Months”, “6 Month +” and again, based on the response of the person the Bot will respond back with an appropriate message.
So let’s say someone clicks and submits the “ASAP” button to the Bot. The bot could then ask further details and if the person on the other end seems like a good fit for you. The bot will set-up a call for you with this person based upon the available dates in your calendar as the bot can sync with your favorite calendar software.
This really takes a lot of time and effort off your hands.
Wishing you all the best with your business,
Glenn Van der Vloet
WHAT YOU SHOULD DO NOW
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