Will you be at eXpcon 2024 in Miami?
While we prepare pre-written topics for you as a client, I want to share the formula for creating a 100% custom video script today.
(When you take professional speaking or webinar training, this is what they teach you. Nothing I share with you today is unique.)
We were asked quite a bit back in September, "Can I create a custom topic instead of the one you've sent me?"
I think the Fed's rate drop was timely news and required a quick pivot in the content strategy.
The answer is, "Yes, of course!"
As a client, you don't have to use our suggested topics. We'll write scripts with you on your monthly strategy call as part of our implementation service.
"How can I hire someone to book meetings for me?"
I want to share a resource with you about this...
Our best clients have dedicated appointment setters (e.g., ISAs) who call the relationships in their database to set discovery phone calls.
Ideally these are the people watching your videos and opting into your landing pages from your database on our marketing plan.
I recommend $5 an hour plus $10 per appointment met, paid bi-monthly via Wise, working Tuesday - Saturday 12 pm - 8 pm using Google Workplace and Zoom Phone with Number Verifier hired anywhere with a neutral American accent.
A prospective client asked me this question last week.
This gentleman has been in the mortgage industry for 10 years without a CRM.
He purchased leads, worked them, and threw them away.
He knows he needs to change his strategy with the Fed's rate drop (it's why we spoke), but I can understand that hiring us without any emails on file is difficult.
So, if you, too, "don't have a database," here's what to do...
I asked him to download the "Export Contacts by Covve" application on his phone.
This is a quick way to export all your contacts to a spreadsheet.
He had 2,299 people in his address book!
I want to give a shout-out to our client Chip Hodgkins in Syracuse, NY.
They are building a giant microchip factory there to reduce our reliance on Taiwan, and it's bringing in a lot of money, jobs, and housing needs.
Back in the day, we decided to include local reporters (and even politicians) on his Vyral Marketing Plan. You can find their contact information on local news and congressional websites.
Here's the local media for Syracuse. You can find the reporters and journalists for your media list this way. You can also buy access to a media database like the one below.
They are always looking for reliable sources and stories. The best strategy is to monitor the national news media for big real estate stories in the morning, then immediately reach out to local reporters with that story and your locally relevant comment on it to be included in their evening or next day piece. You can hire someone specializing in pitching the media to do this for you.
Over the years, they received his video emails, and he invited them to community webinars on the housing market. Advertising on the radio also helped him build influence.
The local media started reaching out to him occasionally for low-risk comments on the morning and nightly news, which led to getting approached this week by the national news media for CNBC!
That's how media mentions work—they start small locally and then expand to the national media.
Here are a few books I recommend you read to deepen your thinking on how to set more quality meetings and build pipeline.
I got a call from a senior loan officer about getting back on the Vyral Marketing Plan now that rates have dropped a bit. It looks like they may come down more after the Fed’s September meeting.
There are two ways she gets mortgage business…
- Relationships with productive real estate agents
- Repeat and referral business from her past clients and sphere
I told her I bet we can kill two birds with one stone here.
She will send out one Q&A or monthly mortgage market update a month, and for her second video, she will interview a top-producing real estate agent to answer a common question.
This way, she will get 12 videos out with just her and 12 agent interviews out a year. She’s most excited about the agent interviews because it's a reason for an appointment with a top producer.
Before she signed up, she was skeptical. She didn’t like being on video (very few people do!) and was unsure of the product quality. We offered her a free video shoot to see how it went.
After her free consultation, we scheduled a time the following week in Riverside. She invited her real estate agent partner to the shoot, and we knocked them both out in 30 minutes.
I just got off the phone today with Marcus Vanzant the #1 real estate team on the West Coast of Florida and #10 in the entire state by RealTrends. He hired Vyral Marketing today to create a Florida Listing Agent Careers & Training Video Newsletter.
His#1 focus is on per-agent productivity. He has 14 agents on his team who are actually selling houses. He's also with Zillow Flex. I asked him if he was profitable. "Very', he replied. That's great.
He worked with Jon Cheplak to learn how to recruit (never stop, because, with sales accountability, they leave) and Bill Pipes to make sure his agents know what to say to the modern seller.
Zillow has given him the opportunity to take 500 more leads a month. He needs more of the right fit agents, and "being the lighthouse" for the talent he wants resonates. "I have to take the leads because they will go to someone else if I don't," he says. "It's a great way for our new agents to make money fast, and build their sphere to 200 people for long-term business at higher margins."
He'll answer the top 2 questions his current agents ask every month and send the answers to all the agents he knows. He plans to also invite his sales trainer to his www.Riverside.fm video shoots with us. "I want to give him exposure, as well," he says.
Here are the suggested topics we'll start with:
Once we get his agent recruiting marketing dialed to book more recruiting appointments with agents who match their values, he plans to open a second consumer account for his existing database of 2,000 past clients and 300 leads a month that come in.
I was talking to a client yesterday who wasn’t seeing the results they wanted with us.
We found that all of the email addresses we had on file were just a bunch of old buyer leads, apparently (I think even before rates went up). Not good.
I met Cliff back in the NAEA days with Jay Kinder and Michael Reese. Cliff made the smart move to get involved with eXp Realty early, found his 6 key people to build his organization, and it grew quickly from there (which is an understatement).
Cliff is also now involved with CommLoan, which recruits commercial LOs to a similar revenue-sharing model and provides a platform for lenders who want the commercial loan business.
No one has stepped up yet to organize the Commercial Loan Originator space entrepreneurs like what happened in the residential real estate industry throughout the 2010's. Cliff was front and center of that movement.
I was invited to speak at an event in Las Vegas during Inman back in July
My talk for 30 minutes was on "How to Get a Homeowner in Your Database to Call You to Sell Their House".
I have something to share that worked extremely well for my friend, Chris Watters.
We wrote the book “The Million Dollar Real Estate Team” together, he’s the #1 listing team owner in Austin and has been a client for nearly 10 years.
