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In my many years as a real estate agent myself, and having pivoted my business to providing great real estate website and marketing strategies for realtors. I’ve talked to thousands of realtors and we can all agree that not all real estate agents close the same amount of transactions and I’m sure you’ve heard it from maybe your office or through the grapevine that there are all these real estate agents that are generating a ton of business using social media, yet there somehow seems to be the shroud over how exactly are they doing it? Or what exactly are they doing?
There available programs in the marketing that you can work with, but the reality is it would be very difficult to execute. What we have for you instead is a quick framework that you can easily apply to your business and get some wins.
I’m going to give you the breakdown, the specific breakdown of the strategy and system that we use and that we teach every single one of our real estate agent clients to generate leads. Clients and closes.
Now before I take you into the look of how this actual system works, I need to give you some ground rules.
Ground Rule #1 The only purpose of social media is to start conversations and it’s simply because it is through conversations that conversions or in this particular case, transactions happen. So focus on how many conversations you can start essentially every single day using any one of your social media platforms.
Ground Rule#2 We need to create in order to engage. You need to be producing something of value in order to incite a response. So that means essentially that you need to find a way to post. There’s no way around this. You can’t do this strategy without creating content. And the more that you post, the more the likelihood you’re going to be able to incite a response.
Ground Rule#3 You should only be interacting with people that interact with you.
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Outbounding The Inbound Strategy
Now the strategy that I’m specifically referring to, is the act of reaching out to people that interact with us, often called outbounding the inbound. Now, the strategy can take many forms like outbound dials or outbound text messages for example, however let’s leverage social media for this strategy.
When we’re talking about responses or inciting the response, there are only three main types that you need to be measuring.
- Likes on a post
- Comments on a post
- Follower on your profile
Simply because you can at that point leverage any one of these three types of actions to start a conversation.
Let’s talk about the actual system, breaking this down to three main part; time, script, and knowing your limits. Looking at Instagram as our example, we all kind of know how it works and it’s going to be an easy social media platform to scale with and really just take everything and plug and play. All right, now let’s get into these three main parts, the first part I should say I thought I want to talk about is speed to lead. I’m sure you’ve heard speed to lead that term before. And the main thing that you have to understand with regards to social media and really outbounding the inbound is that you have less than 24 hours to get a response.
When you get a new follower, you get a new like you get a new comment and you want to engage with somebody, if you wait till the following day, you will likely not be able to get a reply. The faster they engage with you, the faster you need to be replying to them.
Let’s talk scripts. Very easy script you need to keep in mind in order to create new clients. You just need to be focused on starting a conversation. You can’t sound sleazy and salesy, you just have to be yourself and just talk as if you were talking to anybody else.
We use a very simple script that we essentially just saved on a document and copy and paste this whenever we have the opportunity to start a new conversation. It goes like this. “Hey. First name” then send. “Thanks for doing a {thing}”, and when I put the brackets doing a thing that could be liking a post, commenting on something or maybe getting a follow.
Then the next thing is we’re going to want to try to incite a conversation. And the easiest way to incite a conversation is to just keep it simple. Just pick two random things that you could essentially start a conversation with this thing or that thing and try to get a response from there. So are you currently owning a home? Are you renting or maybe so have you done all your Christmas shopping yet? Are you doing it on Amazon? You can go pretty broad strokes about this because remember, at the end of the day, the intent is to start a conversation and then from there, you just kind of carry it on. By the way, just a quick heads up.
Moving on to part three of this, which is you got to know your limit. It’d be great if we can just send out a bunch of messages every single day, but there is a hard cap to the amount of new conversations that we can start. So you got to know your limit. Roughly from all of the testing and all of the advice that we’ve received, it’s roughly about 20 new chat starts or new conversation starts a day. That said, we definitely don’t want to be pushing that limit, so we always recommend keeping it about 15 a day to be safe.
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Final Thoughts
If you’re already having a conversation with somebody, then this doesn’t actually deduct or go against the conversations that you can create. Okay, so how can you use this now? Well, five step instruction process that you can follow right now. Number one, post something. It could be anything. Just post something because we need to try to incite a like comment or follow, which really leads to step two, which is we need to be looking for those likes, comments, or follows. And then once we see a like comment or follow, we move into step three. We slide into the DMs or the direct messages and start that conversation using a script. Then number four, we’re going to want to track the data. It’s super important that we track the data and that we keep logs of how many conversations that we start per day versus how many conversations we’re maintaining or continuing per day. Now, I need to stress the importance of this because when we start measuring these conversations and these numbers that will lead to a new client, we can then start to predict how many new conversations or conversations we need to be maintaining or starting in order to get to the next transaction. And then step five of this process, it is to test.
You got to test. That’s the only way you’re going to be able to get 1% better. Now that we’re actually tracking this data and this information, we’re going to maybe want to try testing the script or the type of content just to try to incite more conversations. Because the goal is if we can continue to get 1% better after every iteration of us executing the system, we’ll be able to easily predict when our next transaction is sooner than later.
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