Month: February 2022

Real Estate Imposter Syndrome

Post author By Emmanuel Lao
Post date 02/23/2022
No Comments on Real Estate Imposter Syndrome

We have a Facebook group for realtors and one of the prerequisites to joining the group is that you have to let us know what your biggest challenge in business is right now. One of the most frequent challenges that I’ve seen from realtors are things like social media lead generation, content to create that converts, marketing myself, Facebook lead generation, and derivatives of that.

What I like to do is to reach out to these individuals and get some one-on-one time because it allows me to better understand their problems so my team and I can continue to create better solutions like great real estate web design, marketing strategies, and content to help them overcome those problems and get them closer to their goals.

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After digging a little deeper into some of the problems that pertain to lead generation and social media, we identified a pretty common thread, most, if not all, entrepreneurs feel this way. The harsh reality is, social media is a massive lever to pull for your business

One of the biggest truths that I’ve uncovered in my road of self-development is that imposter syndrome is no more than a limiting belief. It was a belief that I put on myself because I didn’t think I was good enough. In my journey to overcome this, I had to start at the beginning and my beginning was defining what an expert is.

According to the Mariam Webster dictionary, an expert is defined as having, involving, or displaying special skill or knowledge derived from training or experience. Now, if that’s the case, then I check all of the boxes. Then why was I so fearful to post, and I think therein lied the problem.

LEARN HOW WE’VE GENERATED OVER 100,000 LEADS FOR OUR REAL ESTATE CLIENTS LAST YEAR

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Brand Building – position you as the thought leader and authority in your community.

After a bit of self-reflection and research, it dawned on me that the constraint is in my subjective belief of being the expert. Expertise is subjective. It’s a delusion created by you or different people to hide the fact that they truly don’t understand what expertise means.

There is actually a solution to overcome imposter syndrome and that requires a bit of a mental mind shift. In the book Show Your Work, by Austin Kleon, he really breaks down the approach of stopping thinking of yourself as the expert and starting thinking of yourself as the amateur. An amateur is allowed to make mistakes, change their mind and look ridiculous in the process because the amateur is always learning and improving.

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If you reframe your mindset and start thinking of yourself as an amateur, it becomes dramatically easier to share content and show your work. You have to make the effort to share something you learn every day. It is through the process of sharing your story that people will start paying attention and start following you and through that process, they’ll want to start working with you.

if you want to get past the feeling of being a fraud or imposter, then go out there and be an amateur. Learn something new every day and provide value to your sphere or audience. Quoting, Dr. Brene Brown “In order for a connection to happen, we have to allow ourselves to be seen”. Through that process, people will start paying attention and following you.
And then before you know it, they will dub you as an expert

Looking for more real estate strategies to grow your business? Join our free Facebook Group today. If you need help building out your real estate website, we’re just a call away! We’re experts so feel free to reach out to us and we’ll be more than happy to help you out.

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Testing Your Lead Generation Marketing Strategy

Post author By Emmanuel Lao
Post date 02/17/2022
No Comments on Testing Your Lead Generation Marketing Strategy

I’ve had consultations with real estate agents on their lead generation marketing strategies most real estate agents pretty much have the same problems. They rely on old-school real estate strategies like referrals, cold calling, and postcards, instead of leveraging on digital marketing, particularly on great real estate web design and Facebook Ads.

I know of a particular agent who had had a very ebb and flows business for about 17 years sending out postcards and getting referrals until about 2018. In 2018 the number of deals started to decline, then 2019 got worse, 2020 hit and she was barely scraping by. Then there was last year, where she only had 2 deals throughout the entire year.

The postcards weren’t yielding any results and she was losing out deals to other agents that were in the forefront of her clients or her audience. Long story short, she came to me asking for advice but wasn’t able to accept the fact that she was too stuck in her own ways to realize she needed to switch up the strategy.

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There are actually 2 lessons that can be learned from this

Lesson #1 is that there is no magic silver bullet to marketing.

You can’t have one strategy and stick to it with the expectation that it will always work. Your prospects and clients are smarter than you think and if you keep sending the same type of message to them, they’ll eventually start to zone it out.

Lesson #2 is to ABT – always be testing.

We have a rule that we instill in all of our clients, that rule is to find something to test at least once a week. It’s easier for us to say that because we focus on digital marketing and we’re able to update tests on the fly. It’s not like postcards where the turnaround time for data can be upwards of 30 days or more. That takes way too long to figure out a winner or loser in one of your experiments

LEARN HOW WE’VE GENERATED OVER 100,000 LEADS FOR OUR REAL ESTATE CLIENTS LAST YEAR

Marketing Strategy – create inbound strategies to better position you for the long game.

Systems Implementation – we design and implement systems for you to buy back your time.

Brand Building – position you as the thought leader and authority in your community.

If for example like us, you’re running Facebook ads, here are part of your ad that you can test every week. A Facebook ad essentially has the following:

All ads have a mini ad. It usually appears right before you click the more button to see the rest of the message
The message itself
The creative – either a picture or a video
The headline

Let’s try to break down parts of the postcards that you can test.

The headline on the front
The message in the back
Your call to action
The creative – either a picture or a video

You can test all of these things as well but it’s going to take longer for you to get the results

This is also one of the main reasons why digital marketing is more valuable than traditional. You get data instantly, then start measuring your data – know your numbers. For example, if you spend $3k on postcards and it gets you 5 new listings then the following month you spend the same $3k and it gets you 0, that’s a clear indicator that your strategy isn’t working. And for some agents, they see this data and fail to act.

Find out more real estate strategies to grow your business. Join our free Facebook Group today for similar content that can help you in your Real Estate journey. If you are interested in one-on-one coaching, then schedule a strategy session with me today, and let’s talk about how I can help you move your business forward.

Branding Business Intelligence Digital Marketing e-marketing Facebook Marketing Strategy Real Estate Marketing Small Business Marketing Trends

Marketing Yourself As A Real Estate Agent

Post author By Emmanuel Lao
Post date 02/10/2022
No Comments on Marketing Yourself As A Real Estate Agent

So the topic for this conversation really came up because we have this private group supporting real estate professionals with the right strategies to grow their business and with great real estate web design. We’re constantly asking members, what are they struggling with and one thing that just keeps reappearing constantly is how real estate agents should be marketing themselves.

One in five members that enter our private group really asked this question of how they should be better marketing themselves. And I wanted to break down a very, very simple strategy for you to help and navigate this process of self-promotion, self-branding, and marketing.

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Common Self Marketing Mistakes

Before I get into it, I just want to point out a couple of things that I usually see real estate agents get wrong about marketing themselves, and it really boils down into three main categories.

Category number one is really talking or posting about your listings or open houses. These types of posts usually don’t work because if you’re not talking to anyone specifically, then it’s not really going to be productive.

Category number two is talking about your market or market reports. I can’t stress this enough. I have a bunch of real estate agents in my network and whenever I see a market report, I immediately look at engagement. I would say it’s like the kryptonite for leads and conversions.

Category number three is posting about generic content that has little value to your business. I see a lot of agents posting that really just does not move the needle in terms of their personal brand or their marketing.

Now, the reason I bring this up is that a lot of agents haven’t identified who exactly they’re talking to. There’s a big difference between your sphere and your audience, and if you’re in real estate and you’re really trying to move this needle, you need to stop talking to your sphere and start talking to your audience.

3 Steps To Marketing Yourself As A Real Estate Agent

When it comes to marketing yourself or creating social media content to help market yourself, I’ve really broken this down as easily as possible for you to execute. And it’s really just three main steps.

Step number 1. It’s all about your avatar.

Russell Brunson of Click Funnels talks about digging three levels. We want to dig three levels deep into our avatar because inevitably what we’re trying to find out is the true motivator for the reason they’re looking for help. So think of it this way – ask why three times.

The moral of this is to try to dig deep to really find what is truly motivating your avatar to want to conduct a real estate transaction. Maybe it could be buying their first home or moving to a bigger home, finding out what truly is that motivator.

The big thing here is you really need to dig deep. You need to peel apart the onion of your avatar because, through the process of pulling apart the onion, you’re going to find some gems, some unique pieces of content that most of the agents or realtors in your community are not talking about.

You want to find those gems, what’s really pushing them to make that next step in a real estate transaction.

Step Number 2. Craft the Plan.

Once you find your avatar’s deep-rooted issues or problems that are motivating them to do a real estate transaction. It would be now your job is to find solutions to these problems.

By the way quick side note here, psychologists have a term it’s called pathways thinking, which essentially means your ability to find or create many workable paths to a given outcome. Now, I say this because you’ll find after talking to your avatar, there might be more than one.

Think about all the different ways to solve their problem and create plans for those solutions to said problem.

Step number 3. Create Content Around Solving Your Avatar’s Problem

Create content to talk about the solutions to said problems. The goal is you want to start spreading the good news about all of the solutions that you’ve identified based on your avatar’s problem.

You can do this by creating Facebook posts, email blasts, Instagram reels, YouTube videos, and any other platform that can get the message out there. Get the message out there about you solving your avatar problems and what will end up happening is that all of the avatars that you may not know personally will likely see this information.

By constantly providing value and solutions to their problems, it will indoctrinate them into your process and into your way of thinking. And then from there, the more they consume, the more it will build trust within them. And then over time, they’re going to likely reach out and then inquire about potentially working with you.

LEARN HOW WE’VE GENERATED OVER 100,000 LEADS FOR OUR REAL ESTATE CLIENTS LAST YEAR

Marketing Strategy – create inbound strategies to better position you for the long game.

Systems Implementation – we design and implement systems for you to buy back your time.

Brand Building – position you as the thought leader and authority in your community.

Final Thoughts

This is a super simple strategy, but you would be surprised how effective the strategy works. You’d be surprised at how many realtors do not actually do this. Nothing fancy, no crazy CRM. . No special apps for creating content, no talk about Canva and making these fancy pictures. It’s very, very simple, identify an avatar, figure out their problems, find out solutions or create solutions to those problems and then promote those solutions.

Looking for more real estate marketing strategies? Join our free Square 1 Facebook Group today. If you need help building out your real estate website, we’re just a call away! We’re experts so feel free to reach out to us and we’ll be more than happy to help you out.

Branding Business Intelligence Digital Marketing e-marketing Facebook Marketing Strategy Real Estate Marketing Small Business Marketing Trends

Why Social Media Lead Generation Is Not Working

Post author By Emmanuel Lao
Post date 02/03/2022
No Comments on Why Social Media Lead Generation Is Not Working

In my business, providing strategies and real estate web design to real estate professionals, I get to talk to a lot of agents about the struggles that they are experiencing in their business. And the other day I was talking to this agent and she kept on insisting that her social media wasn’t working. She made this claim that she’s been posting on social media, but it’s really not leading to any new business.

I was trying to diagnose the problem and see if we can really help and after reviewing her strategy, the problem became evidently clear. This realtor I was speaking with was really struggling with her Legion – a social media strategy.

She was posting every single day. By the way, if you are not posting every single day, then that’s usually problem number one. This agent was posting every day and she wasn’t getting any leads. And after really breaking down what she had going on, I immediately was able to identify that.

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Now in order for me to help you understand this first, let me really explain a very evident distinction between the differences of a sphere of influence and an audience. You see a sphere of influence is really defined in real estate as all of your connections as a real estate professional. These connections can be friends, family, colleagues, prospects, clients, you know, the list can go on. An audience, on the other hand, is really defined as a specific group of customers that want your product or service.

If you do a post to your sphere about, let’s say, first-time home buyers, but the majority of your sphere already has a home. Or if you’re posting about luxury listings, but everyone in your ear can only afford a sub-million dollar property.

To really generate a lead, a solid qualified lead, which really then you have to ask yourself the question, who exactly are you creating this content for? Or more specifically, who exactly are you talking to? If you’re posting daily, but it’s not resonating, then it’s likely because you haven’t identified an audience to talk to.

Let’s say you’re doing a post about selling income properties and only about 5% of your sphere can afford an income property. Then you’ve pretty much already tapped into your entire qualified sphere. So then the question becomes, where are you going to get some new business from.

Therein lies the problem and why I’m making this big distinction between the words, sphere and audience. Going back to the definition of audience, which is a specific group of consumers that are most likely to want. She had a sphere of about 300 people and an audience of really inevitably about five people in therein lies the issue.

That was the big problem. Her audience just was not big enough. You see, at the end of the day, if your audience is not big enough, then how are you going to attract new leads and new prospects. You’ve effectively tapped out who to market to.

Running the numbers based on our data. You have about to 2-5% conversion rate per every hundred leads. This then begs the question. Do you have a small sphere and an even smaller audience to make the numbers work?

All she needed to do was increase her audience size to be able to acquire more leads and prospects. Your sphere is small, which means your audience is even smaller. That means when you’re creating these content and posts and you’re kind of blanketing your audience, but they’re all not qualified and you’re only talking to one person.

LEARN HOW WE’VE GENERATED OVER 100,000 LEADS FOR OUR REAL ESTATE CLIENTS LAST YEAR

Marketing Strategy – create inbound strategies to better position you for the long game.

Systems Implementation – we design and implement systems for you to buy back your time.

Brand Building – position you as the thought leader and authority in your community.

The goal here is to identify an audience so that by the sheer act of identifying an audience and trying to capture their intention, you’re going to start attracting more qualified people and turning these people into new clients.

If you’re suffering from this particular problem, this is a numbers game and your volume is just too low, you simply increase the volume and you increase the probability of converting. You want to have clients? Then go out and build your audience and get a hundred. You want four new clients and go out and increase your audience by 200. It’s simple math here.

YOUR WEBSITE ISN'T GENERATING ANY LEADS BUT WE HAVE A SOLUTION

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LEARN HOW WE’VE GENERATED OVER 100,000 LEADS FOR OUR REAL ESTATE CLIENTS LAST YEAR

YOUR WEBSITE ISN'T GENERATING ANY LEADS BUT WE HAVE A SOLUTION

In this free 20 minute video training you'll discover:

Whenever you are ready, click the RED button below that says "Grab my training now"

YOUR WEBSITE ISN'T GENERATING ANY LEADS BUT WE HAVE A SOLUTION

In this free 20 minute video training you'll discover:

Whenever you are ready, click the RED button below that says "Grab my training now"

LEARN HOW WE’VE GENERATED OVER 100,000 LEADS FOR OUR REAL ESTATE CLIENTS LAST YEAR

YOUR WEBSITE ISN'T GENERATING ANY LEADS BUT WE HAVE A SOLUTION

In this free 20 minute video training you'll discover:

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LEARN HOW WE’VE GENERATED OVER 100,000 LEADS FOR OUR REAL ESTATE CLIENTS LAST YEAR

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LEARN HOW WE’VE GENERATED OVER 100,000 LEADS FOR OUR REAL ESTATE CLIENTS LAST YEAR

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LEARN HOW WE’VE GENERATED OVER 100,000 LEADS FOR OUR REAL ESTATE CLIENTS LAST YEAR

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LEARN HOW WE’VE GENERATED OVER 100,000 LEADS FOR OUR REAL ESTATE CLIENTS LAST YEAR

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