Come on down and join me in Phoenix in two weeks for the Built How event.
Seychelle Van Poole fills us in on her marketing plan to sustain her $68+ million year (volume) real estate sales business in Dallas so she can enjoy a better work-life balance after years of working 60-70 hours a week. She just hired us to get her 36-touch database marketing plan in place after the loss of her marketing person who left to earn their MBA. This is in addition to her 150 key referral partners who get quarterly gifts, 2 big events a year (you have to call her to register), and a farm/past client mailing list of 10,000+ who receive a direct mail piece 18x a year. Seychelle’s database-driven business is built on long-term relationships, and “not chasing strangers” she says. In this interview, you’ll see the marketing plan she’s chosen to follow for success so you can model it in your business, too.
Contact Seychelle for referrals or questions
I want to recommend you sign up for RealSynch as a Vyral Marketing client.
The reason is simple. When we send a video email out through your email marketing program, we can track the people who click the links. You want to call these people.
For example, let’s say we send out a video on ‘The 3 Things You Must Know Before You Sell Your Home”.
We can track everyone in your database who takes time out of their day to watch it. That’s a very, very, very valuable list. We can “shake the trees” to find it for you with a relevant video.
The problem is that information is stuck in your email marketing program. Normally, we go in and export it for you into a spreadsheet. But there’s still a problem…
It does not give you any context as to who the contact is, their transaction history, the last time you contacted them, additional phone numbers, notes from past conversations, etc.
That’s all on the contact record over in your CRM.
RealSynch will push the people clicking email links back to your CRM with a call task.
This makes it super cheap and easy to set appointments from your database. All the information is right there for your salespeople or appointment setters to make their calls.
It takes two steps to make an immediate call list of engaged people in your database:
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Send out a video email message that’s relevant to someone thinking of selling their home
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Call the people who click to watch it for appointments from a follow-up task in your CRM
That’s the first integration I would set up immediately as a client.
I have a great interview to share that’s worth your time.
Dave Hooke is a client of ours in Southern Pennsylvania.
Last year he sold 350 homes for $3.1 million in GCI ($102 million volume). He’s already sold 175 this year to date.
He told us that 50% of that business (about $1.5 million GCI) came from his database. It’s on track to be the same this year.
The rest of the business was mostly from his cash offer investor division, paid leads (Realtor, Zillow, et al.), and radio/television advertising.
I’m writing you since you signed up for this program, or you were interested at one point in time.
All the replays of my meetings with Spring to get her listing marketing dialed in are at www.LookOverSpringsShoulder.com. Just scroll to the bottom of the page.
We got her marketing up and running right away.
You’ll see us:
- Export and clean up her database
- Create her seller website (sellingthe801.com)
- Make a “Why List with Us” pitch video
- Make her seller YouTube videos
- Send a seller lead-generation email out
- Create a letter for her top database contacts
- FB/IG retargeting videos for sellers
- Pick a “likely to sell” farm of homeowners
- Build a VIP buyer list to market for seller leads
- Get a VA in place to set appointments
The challenge you’re seeing at our meetings, however, is she’s not the one going on the listing appointments – her agents are. It takes time to train them.
Why?
I want to get real with you this weekend. It’s a struggle out there to get listings.
I had four individual calls this week with clients not seeing the results they want.
We define results as a 10x ROI. That’s when you can prove an additional $75,000 in commissions (or revenue) on the annual cost of $7,500 a year to hire us.
You track this by measuring the appointments you set from people watching your videos (we give you the names to call) and the leads we reactivate from your lead-generation forms. It’s also nice when people just reach out to you from your videos directly (but less common).
I have you're having a wonderful weekend. We're off at Vyral Marketing on Monday in observance of Juneteenth.
But I have a gift for you today...
We just finalized a list of the top 24 video emails that earned the highest click-through rates from all our real estate agent clients over the past 12 months.
Julianne Lesniak is an excellent client of ours. She's been selling real estate for 20+ years in Gettysburg, PA.
She read my article last week on how to build your database of likely sellers.
She asked if I would help her write a letter and mail it out since there's so little inventory in her area. She needs more listings fast.
She told me she's happy to share her story as a client. She already signed 6 listings sitting in her database with our video marketing plan. I love that. I agreed to her request. (You are welcome to email her about her results).
To be clear, we do not mail cold letters for you. This is just something I personally know how to do. I agreed to do it for a happy client.
When it comes to building your database of homeowners who are thinking about selling, nothing compares to the power of mailing personal letters.
So let's get down to it.
We used Remine to pull a list of every single family homeowner who's lived in Gettysburg for 10+ years that's not in an LLC or Trust, and then hired someone on Upwork to format the mailing list properly.
