I spoke with a client last month who wanted to grow his real estate team considerably this year. “I need 10 experienced listing agents,” he said.

I figured he would need 30 appointments to make that happen. A typical ratio is 3 appointments to 1 sale when working a nurtured, permission-based list.

“What’s the plan, Frank?” he asked. "I want this to happen."

I pulled up our Vyral Marketing System (www.getvyral.com/system) and started working my way up from the bottom of the funnel to the top. 

He already has an assistant calling the agents paying attention to his videos to book meetings, and he's obviously sending out videos to his list to build trust and authority.

But when it came to adding permission-based contacts to the top of his funnel, the strategy was broken. I noticed a lot of strangers from the MLS were added.

I deleted them all.

“Let's go over how to build your agent recruiting list with consent", I shared...

After reconnecting with your existing relationships, pick a cold list of dream clients and offer them a free item of value to solve their #1 problem. Get their consent to stay in touch and add them to your permission-based contact database (CRM). This is the top of your funnel.

There are about 40,000 Realtors in his market, but only 3,000 fit his production criteria. We bought this list instead and added them to his CRM in a pipeline labeled “Haven’t Met”.

“What's the #1 thing they all want?” I asked.

“Seller leads”, he said.

“Let’s make that the item of value to get their consent”.

I went over to Remine and bought 83 seller predictions with a high likelihood of selling around his office. You can also use services like Propstream, Landvoice, or Property Radar to get a similar list.

We then wrote down the key parts of his recruiting presentation into this cover letter.

I then asked his assistant to start calling 50 of the 3,000 agents a day with the following message…

“I work for James, a Realtor here in town, and I just wanted to confirm if your mailing address is still 123 Elm Street. He asked me to mail you a letter, and I just want to make sure the address is right before I toss it in the mailbox. It’s about working together to sell homes, and it has a few confidential seller leads in it as a gift we don’t have the time to get to…and since you’re a productive agent, he wanted to send them to you. All the details are in the letter. I just want to confirm your address. I’m just his assistant, and I’ll get off the phone. Is 123 Elm Street your best mailing address?”

When they confirmed their mailing address, we moved their CRM stage to “Met,” mailed the letter, and scheduled a follow-up call in a week to offer a strategy call with James to personalize a plan to work the enclosed seller leads and raise their income.

It will take her about 90 days to get through the list. I predict at least 300 agents will say “yes” to getting his letter, of which 30 will turn into appointments (booked on his calendar by someone else, which is great), and he will have his 10 perfect agents by summer.

The only expenses of the campaign are stamps and the wages of a calling assistant.

“This is one of the best agent recruiting strategies I’ve ever seen,” he told me.

I share this with you because we're here to help you get the most out of your database, and I want to make sure you have a strategy to build it right in the first place.

If you need any help with that, we're here. If you're a client, ask your Marketing Coach to bring me into a call if you need direction, or request a strategy call with us if you're considering stepping up your game in staying in better touch with your list.

Frank