I want to teach you how to get some quick responses from agents. What should you send these people? What messages should you send out that will get them to respond? There are three types of messages to send: top of the funnel, middle of the funnel, and bottom of the funnel:
Top of the funnel: Share a helpful piece of information. An example may look like: I have something you may find helpful, I wanted to share it, enjoy.
Middle of the funnel: Ask them to register for an event. This time you’re asking them to do something, which is typically providing their contact information.
Bottom of the funnel: Come work for me, give me money, etc. For example: “We have more leads than we know what to do with, do you want to come work with us?”
Think of the funnel as a relationship; you start at the top by just getting to know them. Then, as people start to know you, they move down the funnel.
Yes, you could go to the list of all the real estate agents in your MLS and send them a bottom-of-the-funnel offer. If you need agents immediately, this works; there’s nothing wrong with that. However, the downside is that many of them don’t know who you are, and you’re risking spam complaints. View the video above at 1:50 to see a full example of a bottom-of-the-funnel offer. Bottom-of-the-funnel messages are very short and simple, hoping to elicit a reply.
So how do you execute these messages? First, you need to decide if these emails will come from you or an assistant. Remember, you’re messaging almost every agent in the MLS; you don’t have time to filter the list by who you spoke to recently, who you have a relationship with, etc. One way to handle this is to send the emails from an assistant.
Next, you need an email account; this can be a Gmail or Outlook account. I highly recommend getting a paid account. Also, be sure it has either your or your assistant’s picture and signature on it. I suggest starting with 50 outbound emails per day. Over time, slowly work your way up to about 100.
You need a completely separate domain to do this; don’t ever send mass outbound emails from your main domain! Reality check: People will click the “report spam” button. You don’t want your main domain red-flagged because then all the internal emails you try to send will end up in spam folders.
These tips will ensure you get the responses you seek. If you have any questions about funnel messages or marketing, reach out via phone or email. I would be happy to speak with you.