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Author: Emmanuel Lao

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Focus on What’s Important In Your Real Estate Business?

As someone who’s been in the real estate industry for quite some time now and in real estate web design in recent years, I go on the talking circuit to provide value to a number of brokerages out in California.

In one of these sessions, one of the gentlemen, a real estate veteran, in the class pulled me into his office to have a one-on-one with me. He wanted to learn a little bit more about what we do and talk about some of the struggles that he’s facing in his business.

I asked him what he was working on and what his biggest challenge was. He directed me toward these sheets of paper with a laundry list of all these different strategies, fixing and cleaning up his CRM, multiple websites for his businesses that he’s focusing on, mastermind groups, meetup groups, social media platforms,  ad campaigns. He’s doing commercial and residential real estate and he’s also interested in international transactions. He was clearly all over the place. 

You see, his story is not uncommon for a lot of the realtors out there, and this potentially might be speaking to you. I proceeded to ask him the question, where do you get the bulk of your business from? And he goes on to say that he has a database of about 5,500 people and about 85% of his business comes from this database of 5,500 people. 

Now, if 85% of the customer traffic of your business comes from your database, then why are you going to start and focus on another strategy and essentially start from 0%. So if I’m at 85% of success in my business and I’m 15% away from being able to get a hundred percent. 

Why the heck am I going to start this social media campaign and essentially start from zero on multiple platforms when I’m already 85% of the way there.

The answer is twofold.

Number one, this person clearly suffered from shiny object syndrome, when you go for a whole bunch of different strategies and tactics when in reality, the solution to fixing what you’re struggling with your real estate business is right in front of you. You’re blinded by all of these other different strategies and tactics like Facebook ads, Zillow ads, and all this other nonsense, but the bulk of your business is right there sitting in front of you.

All you really need to do for that last 15% is to look at yourself in the mirror and figure out what you need to do to solve this problem. You just need to look at yourself and figure out what excuse am I giving myself to make sure I don’t get to that hundred percent. And then once you figure out what that excuse. Then just throw it out the window and figure out what the problem is that you need to solve to get to a hundred percent of completion for mastering your database, systematizing your process so that you can have all your business just funneling from that database.

The second is fulfillment issues. 

He knew where 85% of his business is coming from, but how many of those were retained clients? If you have that many people in your database and you’re getting that many or that much business, but they’re not coming back to you, then it’s clear that you’re facing fulfillment issues. If they’re not coming back to you, this essentially means that you’re not very good at your job because your customers work with you, and then they ended up going to the other guy. 

So again, it’s maybe just taking a hard look in the mirror and figuring out what your flaws are. What’s stopping you from getting to 100% in this one piece of your business. Just be real with yourself and fix those problems. Systematize your process. Feed the mechanism and it’s going to output the exact same result, and over time you’ll be able to build that predictability within his database.

Find out more tips to help you scale your business and build predictability? 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.

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

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

  • 3 key secrets to restructuring your real estate business for growth
  • Understanding the strategy of specialization
  • A new approach to positioning yourself in real estate
  • How to address your messaging to properly acquire prospects

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

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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.

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Is There a Shortcut to Becoming A Real Estate Authority?

As someone in the real estate web design business, I get to talk to a lot of real estate professionals, and the other day I was talking to a broker that mentioned something that inspired today’s video, he said that he wanted to be the authority, but didn’t want to be the face. And that really resonated with me because the idea made absolutely no sense in my mind. Can you be in authority or have influence without having really done the work to garner it? This particular topic will resonate with a lot of agents that are finding themselves really struggling in the real estate business and trying to find shortcuts to success. 

Authority is actually broken down into three main categories; legitimized by time, appointment, and charisma. Examples of legitimized by time are historical personalities. Like George Washington or Abraham Lincoln, they were legitimatized over a specific time span. The second way to kind of garner authority is by being appointed, an example of this is the appointment of an authority to an office. Now the third way is through charisma or by being charismatic. If you’re in real estate, this is pretty much arguably the category that you fall into.

Now that we’ve identified, what is an authority, and how to garner authority? Then the next question to really be asked is how can an authority have influence.

The best way to really have that influence is really through relationships and expertise. 

This is the main thing that we focus on with all of our clients. We help provide value about their expertise. You as being the authority as an expert, but the main thing in this type of influence is that you have to be able to share your expertise in order to gain that influence. In other words, you’re giving away value in order to gain authority.

Now you can have influence without being an authority or really sharing your expertise by doing a few things. One, you need to have a good reputation. Two, you have to be very diligent. Three, you have to be a good role model or a good person. Four, you really need to be a good motivator.

How can you achieve these four items without having to do the work of promoting them? Essentially this means that you need to have other people do this work for you. You need other people to preach the good word of how great you are, how much of an influence you are. You need to increase your word-of-mouth referrals. If you did a good job, they’ll preach your good reputation. They’ll talk about how diligent you are and really helping them work a deal, an excellent agent for other agents to aspire to, being a motivator, AKA a leader, really taking charge of whatever deal that you’re trying to negotiate for your clients.

This really brings me back full circle to that first question. Can you be in authority without being the face without having done the work without having to provide your expertise? The honest answer is NO. 

In order to garner this pseudo authority without actual influence and authority, you have to have done the repetitions, you have to have done a lot of deals under your belt, you have to have a pretty significant amount of volume that you’ve done in terms of real estate transactions. You have to do the work. You have to be consistent in providing value. You need to keep flexing that expertise to really drive these inbound leads, into your pipeline.

If you want to achieve success in your real estate career, utilizing digital marketing efforts, you have to be the face. You have to put yourself in front of your, your camera phone or a camera and you need to become the face of your brand. 

Find out more about becoming an expert and authority in real estate. 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.

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

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

  • 3 key secrets to restructuring your real estate business for growth
  • Understanding the strategy of specialization
  • A new approach to positioning yourself in real estate
  • How to address your messaging to properly acquire prospects

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

GRAB MY TRAINING NOW

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.

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How to Use Scarcity As a Real Estate Strategy

Do you currently have a list of warm or hot prospects in your real estate business that you’re trying to persuade into becoming your clients? Do you find that even with your stellar real estate web design, you’re still not able to close deals?  Well, If you have this laundry list of prospects that you’re sending your regular follow-ups to and you’re just being ghosted, it can get frustrating. 

If you’re looking for a tactic to get those people on the fence, up and over to work with you using a very simple tactic called scarcity.

Discussing this topic is essential as there are a lot of real estate agents that do have some leads that they are nurturing or trying to nurture but for some reason, are still unable to close them and make them take action.

Without a proper strategy in place to get them unstuck, you’ll end up going down an endless cycle of follow-ups to the internet ether and instead of getting a solid yes or no answer from our leads.

Pro tip: If you’re following up and they’re not responding, don’t give up easily. If you don’t get a solid no out of them, then there is still an opportunity. All you have to figure out is how to unlock it. 

The Setting

Before you start learning how to unlock this problem and help your leads get unstuck, you have to understand one thing; you are limited by your capacity. The truth of the matter is if 10 clients or 100 clients came crashing through your door by the end of the week, sure it would be great, but your business would likely break. 

Think about how much time you need to allocate per client to make sure that you provide the best quality of service. Is it 5 hours a week? 10 hours? 20 if it’s a super high touch client?

Let’s say that you have a 40-hour workweek and each existing client takes up 10 hours of your time. This includes commuting, phone calls, and all other tasks. So if you’re juggling 2 clients per week, that immediately takes up 20 hours of your week. 

On top of that, you would also have to include the amount of time you spend marketing yourself. From content creation to interaction with these posts, that can easily take up to 5 hours of your week. 

From there, you would have to account for other miscellaneous activities as well such as attending meetings, training, and other operational tasks to keep your business running. That can be an additional 5 more hours. Consider that along with prospecting new clients, in total, this will place you at 40 hours already. 

Although these are only estimates, the point still remains that you’re at capacity.

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

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

  • 3 key secrets to restructuring your real estate business for growth
  • Understanding the strategy of specialization
  • A new approach to positioning yourself in real estate
  • How to address your messaging to properly acquire prospects

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

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The Problem

Now that we were able to break down your time allocation, let’s look at your business.

At the moment, if you were to add 1 more client, that will take up 10 more hours of your week. Since you’re already at 40 hours, adding just 1 more client will automatically have you working late hours which is not ideal. 

That being said, the question now becomes “How can I create the capacity to bring on another client?” 

At the rate that you’re going, you can’t make up a new time, you can only trade it for another activity. But there is one caveat and that is systems. If you build a scalable system and install it into your business, then you can add capacity without giving up time.

The New Perspective

Now with all this being said, let’s use this capacity issue as an actual benefit as a tool in your tool belt to move the needle with some of those prospects in your pipeline that are stuck.

You see, if your capacity is limited, you’ve created a supply and demand issue. 

You’ve inevitably created social proof showing that what you’re doing is valuable.  That’s why you are limited by your capacity to help any and everyone. It’s called scarcity and we’re going to use this to your advantage.

Let’s say, if you can only help 2 people at a time, then limit your capacity to 2 people. You’re not forfeiting your quality and value and you’re not misleading your prospects.

The truth of the matter is, ‘you can only work with X clients to maintain your quality of service’. So that tactic here is to let your sphere know exactly just that. Send out a marketing message advising them when a new spot is about to open up.  

Tell them that you have a very high standard for the quality that you provide your clients and that is why you only take on 2 at a time. This inevitably ensures that all of the clients you work with are extremely happy with the results. 

This will give you the perfect opportunity to tease them and place them in a position wherein they would have no other choice but to take action. Because if they don’t your slots will be full. 

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.

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Final Thoughts

At Square 1 Group, we know this because, for the longest time, we capped our new client acquisition to only once a week because we knew that if we increased our capacity without a solid system in place, then our quality of service would diminish.

Since then, we’ve increased it slightly but we still limit the number of people that we bring on because we want to make sure everyone has an amazing experience.

This same logic should apply to your business.

If you have the opportunity to take on 5 new clients at a time bears itself but you know you can only handle 2, then be honest with yourself and those clients. Create that pent-up demand. Because, if you go beyond your capacity, that’s just being greedy and you’ll end up with 5 unhappy clients instead of 2 very happy ones.

That said, if you want more awesome strategies and tactics like this one, then please join our free Facebook Group. However, if you think you’re ready to start executing marketing strategies that will help your business grow consistently, then schedule a strategy session with us today.

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

2022 Real Estate Web Design Trends

2022 Real Estate Web Design Trends - Square 1 Group

So you are a real estate agent and you’re priming to either set up or revamp your real estate website. Not to put too much pressure but your website is important to make a great first impression with leads and prospects before even speaking with you and getting them into your sales funnel. You know the term, don’t judge a book by its cover, well it’s not applicable to your website. An old or outdated website can be a reason why you lose clients before you even get to talk to them. 

Now, after scouring the internet and doing all the research, I’ve broken 2022 real estate web design trends that can make your digital image look super crisp and trendy for all of your real estate agent peers and prospect into my top five:

Trend #1: The Memphis Design

The Memphis design. A design trend back from the 1980s where you use a mashup of chaotic patterns and shapes together but somehow find a way to make it work and look great. It may look a little bit funky and retro but through a solid user interface design, they seem to work!

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

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

  • 3 key secrets to restructuring your real estate business for growth
  • Understanding the strategy of specialization
  • A new approach to positioning yourself in real estate
  • How to address your messaging to properly acquire prospects

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

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Trend #2: Large Typography

An ode to a trend from years past which is large typography over the hero image. This is a trend that seems to stick through the years, mainly because it’s so simple to the viewer as soon as the page loads.  It’s super clean, super minimalist and with the right statement, you can really drive conversions.

Trend #3: Visual Borders

Having visual borders. It’s this basic idea of having a free-forming layout but you’re using these really thin lines to section off the page. If used correctly and with the right geometric shapes, it really breaks the “4th wall” of the design principle and elements on your site will look like organized chaos.

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.

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

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Trend #4: Creative Scrolling

The idea of creative scrolling experiences. In 2021 Real Estate Web Design Trends I talked about scrolling animations and that was a prediction that I saw used pretty excessively throughout the year.

This new trend takes scrolling animations and puts it on steroids. The idea here is that as users scroll, they’re taken to a section with a completely different look and feel that’s really designed to break the monotony of a web page looking exactly the same from top to bottom.

Trend #5: Horizontal Scrolling

The idea of horizontal scrolling. I’m going to go out on a fairly big whim on this one because I don’t see a lot of people talking about it but I believe it’s only a matter of time that it starts becoming a thing. As more people look to using their mobile devices to browse the web, finger muscle memory is a thing and swiping is sometimes easier than scrolling.

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

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

  • 3 key secrets to restructuring your real estate business for growth
  • Understanding the strategy of specialization
  • A new approach to positioning yourself in real estate
  • How to address your messaging to properly acquire prospects

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

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Final Thoughts

Beauty is subjective. What resonates with you may not resonate with your site visitors so put them in the forefront. Remember, your website isn’t about you, it’s about them. Design your website based on what your audience wants and needs. Your website is a representation of you and your brand, applying some of the trends above would your website looks great and legitimate.


Looking for more real estate website design tips? 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.

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

How to Get More Real Estate Seller Leads

Do you find yourself always wanting to get more real estate seller leads? Are you wondering why your real estate web design doesn’t seem to attract seller leads? Wanting to work more with seller leads than buyer leads is a common desire in the real estate industry because you know that if you represent the seller you have all the power in the deal.

However, capturing leads where you represent the seller is one of the hardest leads to try to generate. Therefore, if you’re just getting started as a real estate agent, it is completely understandable how appetizing these leads can be. 

The key to successfully getting more seller leads is to deploy a solid strategy. 

Why seller leads?

Seller lead is a hot topic in real estate. In fact, this is one of the most common goals for most Realtors. But why is that? It’s simply because, in the eyes of most Realtors, these are the best types of deals to have. The thing is, these are also the hardest types of leads to capture, nurture, and convert.

The good news is, with a solid and focused strategy in place, you’ll be able to direct your energy and time into effectively generating the leads that you want more efficiently.

But in order for you to successfully execute this strategy, you must first understand the foundation work as to why your current strategies aren’t working and a peek under the hood at the customer lifecycle of a homeowner.

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

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

  • 3 key secrets to restructuring your real estate business for growth
  • Understanding the strategy of specialization
  • A new approach to positioning yourself in real estate
  • How to address your messaging to properly acquire prospects

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

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Why most marketing strategies fail

According to Homelight, there are over 2 million licensed real estate agents and 1.3 million of them are Realtors. That said, we can gather 2 important pieces of insight from that data.

The first one is that the level of competition is high and that the market is highly saturated. The second insight from this is that chances are, your friends, your family, and homeowners already have at least one person within their own sphere that is a licensed real estate agent.

What is customer lifetime value?

Now, historically, if you’re looking for the right way to grow your business, typically you start with representing buyers first. And if you did a good job representing the buyer in their transaction, when it comes time to sell, you can continue to represent them on the sales side of the transaction as well.

Ideally, as you’re starting your real estate business, the bulk of your transactions are really going to be buyer-focused. The idea here is that you need to compound the buyers in the initial transaction, and then, over time, you will transition to representing them as sellers.

There is actually a term for this – it’s called the customer lifetime value.

You see, as you gain a new client, you have to have the expectation set in your mind that this new client does not simply represent one transaction for you. Instead, this new client represents multiple transactions over the lifetime of this customer.

According to FiveThirtyEight, the average person moves about 11 times in their lifetime.  This essentially equates to 11 unique transactions per client.

 

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.

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What does cost per acquisition mean?

Another concept that you must understand is the concept of ‘cost per acquisition’. Typically, it is thought of as a monetary value but it can also be interpreted as a level of effort.

You see, with each new transaction, there is a level of effort or sacrifice that you need to exert in order to get what you want. This means that if you want to get more seller transactions, then you need to put in the time and effort initially to obtain the client and get them to their goal. This is all the while providing an excellent experience for them so that you can eventually represent that client as a seller.

The Expertise Strategy

Now there is another way to immediately get seller clients that will allow you to bypass the basic strategy mentioned above and that strategy is based on expertise.

In the book, The Challenger Sales, in a survey of thousands of salespeople, authors explain that when the currency of the transaction is the same, then it becomes very hard to differentiate yourself as the right choice.

However, if you position yourself to educate your clients on a strategy or result that other Realtors may not have been able to uncover before, you effectively position yourself as the winner of the transaction against your competition.

You can do this by presenting yourself as an expert in a particular solution. The idea here is that you need to go 1 inch wide and 1 mile deep on a particular problem or pain point of a seller. From there, you proceed to educate that seller on a new way of thinking which will effectively position you as an expert.

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

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

  • 3 key secrets to restructuring your real estate business for growth
  • Understanding the strategy of specialization
  • A new approach to positioning yourself in real estate
  • How to address your messaging to properly acquire prospects

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

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The Generalist vs. The Expert

You have to remember that for high ticket transactions, the average person would prefer to work with an expert than a generalist. This is simply because the customer is likely looking for the best value for their particular transaction. This simply means that it is within that point of enlightenment through your education, that you can win the prospect.

Let’s break down a few various seller transactions.

One can be someone facing foreclosure, another can be a growing family and another can be someone who’s recently divorced and is looking to move.

Now, if you’re just a generalist agent, you may have some experience in these transactions but it will be very hard for you to break through the competition because the majority of you would be offering the exact same thing.

However, if you position yourself as the expert problem solver for people facing foreclosure or growing families or dealing with a split amicably because you have unique insight into a particular transaction that most other generalist agents don’t have, then you can provide additional value that other agents can’t.

And through that process, you’ll be able to effectively win more seller leads. In order to position yourself as an expert problem solver, you’re going to need to create a whole campaign around you, the “seller problem solver”.

This solution is going to need to include a branded website, the content providing value, and a marketing campaign to build awareness. If you want to learn a bit more about this strategy, then I highly recommend that you join our free Facebook Group. We talk about all things digital marketing strategy for realtors. I’m leaving the link to the group below. That said, if you want to dig in a little bit more on this strategy specifically for your own real estate business, then schedule a strategy session with us today.

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

Why You’re Not Getting Real Estate Clients

Have you ever found yourself saying “I’m not getting any new real estate clients!”? Or maybe it’s “I just got my license and I haven’t gotten any new clients at all!”? This is the most common challenge that most Realtors face on a regular basis.

However, the reality is, the reason you’re in this position is that there is something that’s missing in your strategy. Chances are there are still a few things that you still have to learn. More than having a website with great real estate web design, you have to deploy different marketing strategies to really grow your business and get new real estate clients. 

How do I get more real estate clients?

This is one of the most frequently asked questions by real estate agents. The basic answer to this question is that the real estate market is an extremely competitive market. What usually happens is that when Realtors try to bring in new business without a solid marketing strategy, they struggle to differentiate themselves from their competition

One of the things that are usually emphasized in situations such as this is spending some time on defining what your USP or Unique Selling Proposition is.

However, the reality is having a conversation about what your USP is, is not the right way to start looking at your business or your lead generation problem. What actually works is to first try and understand the principles of value. Once you’ve uncovered that, then hopefully understanding your USP and how to position yourself in the market starts making a lot more sense.

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

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

  • 3 key secrets to restructuring your real estate business for growth
  • Understanding the strategy of specialization
  • A new approach to positioning yourself in real estate
  • How to address your messaging to properly acquire prospects

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

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How do I create value?

There are actually different ways of explaining this. One great way was from copywriting expert Jim Edwards. But Alex Harmozi recently did a video on understanding value and if you put it into a real estate agent’s perspective, it actually works.

So what exactly is value? By definition, it’s the economics that something is worth however, this may be a definition that can be lost in translation because value should be something that can be measured.

Now, Alex actually put it best in that value can be categorized into 4 distinct components. You become valuable to the marketplace if you can achieve these 4 main components.

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Component #1: The dream outcome

This really boils down to how you can get your clients from where they are now, to where they want to be.

For example, getting someone from renting into purchasing their first home. That in essence is value or more specifically, the value that you’re providing your client. This is also the easiest categorization of value that you can achieve.

But you always have to remember that it can take months or even years for this to happen. Given enough time, you’ll eventually get your ideal client to their ideal outcome.

Component #2: The perceived likelihood of achievement

This second component is all about what are the odds that you can get your client to their ideal outcome. Looking back at the example of a first-time homebuyer, the odds dramatically increasing your ability to get that person into their first home is really based on repetition.

How many times have you done it?

If it’s your first time, then you have a higher likelihood that it will take a very long time. Compare this to someone that is specialized in first-time home purchases and knows the routine, the steps to take, the challenges that your clients will encounter, and knows exactly what to do to get them to their goal.

The idea here is that you want to be able to show proof of your likelihood of achievement or in other words, “How do you become the least risky option of them getting their first house.”.

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

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

  • 3 key secrets to restructuring your real estate business for growth
  • Understanding the strategy of specialization
  • A new approach to positioning yourself in real estate
  • How to address your messaging to properly acquire prospects

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

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Component #3: The perceived likelihood of achievement

The third component is the time delay.

The question to answer here is “When I contact or contract you, how long do I have to wait to get what I want?”. And this is because people pay a premium for speed.

Think about it, if you were to order something online and you wanted it shipped the next day, you’d have to pay the premium. Part of the qualities of premium service is being quick to deliver.

This means that in the particular case of the first-time homebuyer, how soon can you get that person from renting to buying. The sooner that you can get that person into ownership, the more value you will be able to provide and the more valuable you become.

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.

SCHEDULE A BRAINSTORM SESSION

Component #4: Effort vs. Sacrifice

To quickly recap, in Categories 1 and 2 you’re looking to increase the duration while Categories 3 and 4 are about decreasing duration. Now the question to really ask yourself and reflect on is how can you reposition your service offering to check each one of these components of value so you can show up more valuable to your market.

Some real talk here, without an ability to differentiate yourself or show the market why you’re more valuable than the next Realtor over, it’s going to be very hard for people to choose you to represent them. And this is fundamentally why you’re not able to grow your business.

Our business is really designed to help Realtors get over their marketing or sales hump by helping them identify their value and then getting your name out there through digital marketing efforts.

If this sounds like something you want to learn more about, then I highly recommend that you join our free Facebook Group. We’re talking all things messaging, value, marketing, and more! However, if you want to dig a little more into the topic and start strategizing on how we can specifically help you close more clients, then schedule a strategy session with us.

Final Thoughts

If you want to dig a little bit more into viable solutions, specifically with marketing strategy, then I highly recommend that you join our free Facebook Group. We talk all things digital marketing and really nerd out on things like this.

However, if you want to dig into the math of your business and see how you can grow your business faster and more efficiently, then schedule a strategy session with us today.

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

How to Successfully Run Real Estate Facebook Ads

Are you currently running Facebook or Google ads but not getting the results you’re looking for?

Or are you getting leads but they’re just not qualified so you end up wasting a lot of your time and energy for nothing? Or even worse, you’re not getting any leads at all?

Nothing beats the feeling of your phone not ringing, your inbox filling up with more spam than real prospects looking for help, or having wasted your time on a call with a lead who was clearly not qualified. Because the reality is, having a website with great real estate web design is not enough to move the needle for your business unless you drive people towards it. 

Lead Generation Problem 

Lead generation is a problem that a lot of real estate agents deal with. It doesn’t matter if you’re a newly-minted agent or have been in the real estate business for decades. 

What usually happens is that first, you give it a try yourself. However, since you’re a real estate agent and not a marketing expert, it doesn’t work so you end up getting frustrated. Then, maybe, you try hiring an agency to do it. This is a great solution but unless you’ve got a massive budget, they end up not meeting your expectations and it doesn’t work either. Finally, you give up completely and think that advertising online doesn’t work.

The reality is, there is a vital piece to this puzzle that you’re overlooking and that is testing.

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

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  • Understanding the strategy of specialization
  • A new approach to positioning yourself in real estate
  • How to address your messaging to properly acquire prospects

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How does testing your ads work?

It is not uncommon for agents to be exposed to using Facebook, LinkedIn, or Google ads in one form or another.

Maybe it’s through your brokerage or through another agent. It’s also common for real estate agents to consume some Youtube video telling them that this is the secret solution to generating new business because you’ve exhausted nurturing your sphere and you are trying to avoid cold calling and door knocking.

Chances are, you’ve tried setting up an ad or a campaign either by yourself or through your brokerage’s CRM. But the reality is, just because you have a CRM and threw a $100 ad to see where it gets you isn’t enough to grow your business. If you’re lucky, this attempt may have given you 1 qualified lead. For most, it probably landed in a huge waste of time and some aggravated effort.

You see, it’s one thing to give you the keys to a car, but it’s another thing to teach you how to drive. That’s what these ad platforms are. They’re essentially a vehicle for you to get your name out there but if you don’t know how to properly drive it, this vehicle will get you nowhere.

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.

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Testing Framework

The logic behind testing is that the simple act of testing will actually get your ads to work and generate a lot more new business over time.

The Rule of 100

Alex Hormozi, CEO of Gym Launch, believes in the Rule of 100. The basic fundamental of this is the idea that if you pair volume with skill, you will be able to get your desired outcome. Another way to think about it is, if you were the best at Facebook Ads or taking calls then you would need to do far fewer ads or calls to get your desired outcome.

But the reality is, you don’t instantaneously become the best. You become the best through volume. The Rule of 100 essentially states that if you do a hundred of something every day, you’ll likely get better at it and you’ll start seeing the outcome you’re looking for.

Now the problem where you’re going wrong in the process of your ads is that you’re not doing enough volume to be able to effectively grow your skills. And that volume is called A/B testing.

What is A/B Testing?

The idea of A/B testing is simple and that is that you want to run a test for a specific part of an ad for a very specific period of time, based on a hypothesis.

By the end of that test, you should have data to provide you with a result that your hypothesis is either correct or incorrect. This is simply because the reason your ads aren’t working is that there is something broken. And in order for it to work, you need to figure out what that problem is.

By creating different hypotheses of what could be broken and testing it, you will be able to gather the data that you need to continue to make iterations or adjustments to your campaign and eventually get you the desired result that you’re looking for.

You can test every single part of an ad such as the message, the headline, the video or photo, or even the landing page. The reason the faucet hasn’t turned on for you in terms of lead generation through these ad platforms is that the faucet is systemically broken and you’re the person responsible for fixing it.

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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  • Understanding the strategy of specialization
  • A new approach to positioning yourself in real estate
  • How to address your messaging to properly acquire prospects

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How to run A/B tests on Facebook Ads

If you try running 100 A/B tests, your skills will increase, you’ll get the desired outcome you’re looking for and you’ll become the best at what you do.

Start with a fixed budget per day and try running A/B tests on different hypotheses for around 90 days to start and see the types of results they get you. The key here is you can’t expect to run a single ad and call it a day, you need to A/B test.

This is a basic first principle of running ads and this is something that you would have to do consistently. You have to start getting accustomed to A/B testing as part of your current system to really drive the results that you’re looking for.

Now, if you have any questions on this or you want some guidance, then I highly recommend that you join our free Facebook Group. However, if you’re looking for some guidance on how to specifically set up your A/B testing and help grow your business, then schedule a strategy session with us today!

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

Real Estate Marketing: Sunk Cost vs. Opportunity Cost

Have you been grinding away on your real estate business but still not able to see the return that you are looking for? Is your website with aesthetically pleasing real estate web design not moving the needle? This is especially difficult if you’ve been investing a lot of your hard-earned money on a strategy, coaching program, or tactic that isn’t bearing any fruit.

However, nothing hurts more than spending money on something with no substantial results and then you continue to still keep spending money. It’s called the sunk cost fallacy and a lot of real estate agents find themselves in this predicament.

It’s one of the most painful real estate scenarios to be in and you can easily get stuck in it if you’re not paying attention. Because if there’s one thing that every real estate agent dreams of, it’s to have a great cash flow that will allow them to grow their real estate business.

How does sunk cost relate to real estate agents?

To help you better understand what sunk cost is, let me tell you stories.

It’s a true story about an agent that spends money on Realtor or Zillow ads. He is expecting a new deal to come rushing through the pipeline but it never happens. So this agent continues to spend and wait on his ads to generate results.

It’s also the true story of the Realtor that hires an SEO company, then dumps thousands of dollars over the time span of three to five years for his websites to rank organically on Google but it never happens.

And then you have that Realtor who continues to give more money to that SEO company expecting something to change because he’s already invested “this much” so he might as well keep going.

Or probably the most common of them all is a real estate team that sent out a direct email campaign once, didn’t get any new appointment, gave up for several months, and then decided to send out another direct email campaign with the hopes of getting a different result.

You see, these stories are not uncommon at all. It’s actually a rampant occurrence for most real estate agents.

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

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

  • 3 key secrets to restructuring your real estate business for growth
  • Understanding the strategy of specialization
  • A new approach to positioning yourself in real estate
  • How to address your messaging to properly acquire prospects

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

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What is sunk cost?

By definition, the sunk cost fallacy describes our tendency to follow through on an endeavor if we have already invested time, effort, or money into it whether or not the current costs outweigh the benefits.

Typically, sunk costs are costs that we’ve already incurred. This idea will then lead us to make irrational decisions because we are influenced by the sunk cost. If we were thinking rationally, only future costs and benefits should be taken into account.

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

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What are examples of sunk cost fallacies?

This does not only apply to your real estate career but it can also happen in your personal life. For example, being in a negative relationship and sticking around in that relationship because you’ve already been in a relationship with that person for several years.

At the same time, it can also be continuing with a business where you are throwing money away at a marketing strategy that hasn’t panned out, but then you make the decision to keep spending money on it because you have already invested a huge amount of money.

Now, at face value, you may think that this is a short-term effect but in reality, it’s more systematic if it’s not properly identified and corrected.

For example, if you’re in that negative relationship and you stick it out, it will only make you and that other person miserable. It can then potentially affect your family, friends, and career. And for the other example of the marketing strategy, if you spend money on something that doesn’t work and you continue to spend money on it regardless, you’ll eventually run out of money.

Ultimately, this tends to happen because we, as humans, are not rational decision-makers and are often influenced by our emotions. This means that sometimes, we tell ourselves, “let’s just keep going” or “let’s just finish this” and we feel guilty or regretful for not following through even though a rational thinker would look at our situation and see that we’ve passed a break-even.

It’s also because of a particular occurrence called ‘loss aversion’. This is where the impact of a loss feels much worst than the impact of a gain. In other words, it’s easier for us to accept a loss than it is a win.

How exactly do you avoid or mitigate sunk cost?

Well, the easy answer is to be more self-aware but that’s challenging in and of itself. A better way of approaching it is to look at the opportunity cost.

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

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

  • 3 key secrets to restructuring your real estate business for growth
  • Understanding the strategy of specialization
  • A new approach to positioning yourself in real estate
  • How to address your messaging to properly acquire prospects

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

GRAB MY TRAINING NOW

What is opportunity cost?

Opportunity cost is the potential benefits that an individual or business misses out on when choosing one alternative over another.

The big difference between opportunity cost and the sunk cost is the difference between money already spent in the past and potential returns not earned in the future of a particular investment because that capital was invested elsewhere.

For example, if you invested $10,000 on Zillow ads, and getting that money back means that you need to have generated a return on investment that is more than the initial investment. Opportunity cost instead asks the question, where else could you have invested that $10,000 in a better way?

The good news is, when it comes to identifying opportunity costs, there is a simple math equation to follow. It’s the return on the best-foregone option less the return on the chosen option.

The idea behind opportunity cost is that the next time you find yourself wanting to invest money into something such as a new strategy, you first have to ask yourself if there is a better way to invest that money. You then have to run through this equation and identify if there is in fact better opportunity elsewhere.

If you don’t have these numbers, then you’ll need to either draw some hypothesis on them or try budgeting to collect data on what the true numbers are. Then you can plug it into the equation and see if your decision is truly viable.

Final Thoughts

If you want to dig a little bit more into viable solutions, specifically with marketing strategy, then I highly recommend that you join our free Facebook Group. We talk all things digital marketing and really nerd out on things like this.

However, if you want to dig into the math of your business and see how you can grow your business faster and more efficiently, then schedule a strategy session with us today.

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

How to Win Cold Real Estate Leads Easily

Are you currently marketing your services but it’s not really moving the needle on lead generation or sales? Are you frustrated that you have a website with great real estate web design but it’s not seeing any traffic? If you’ve dabbled on direct mail marketing or thrown in a few hundred bucks on Facebook Ads and it didn’t work, it can be extremely frustrating.

Knowing that you are burning through cash without any more income coming in is adds fuel to the fire. Because chances are, if you can’t figure this out before the time you run out of cash, your real estate business is more likely to go bankrupt.

The key longevity in the real estate industry is to keep your sales pipeline full and to do it consistently. 

The Problem: Messaging and Your Sales Funnel

The reality is, the fundamental problem you are facing in your marketing campaigns boils down to messaging but more specifically, the different types of messages that you need to have. In order for you to truly understand the messaging problem, you need to familiarize yourself with the first principles of marketing, specifically the sales funnel.

A sales funnel has three essential parts; the top of the funnel, middle of the funnel, and bottom of the funnel. Where most Realtors get it wrong is that most Realtors think that they can create one ad or one message and expect it to turn on the faucet of new business.

However, this is absolutely wrong. In marketing, you have to understand that each level of the sales funnel requires its own messaging.

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

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

  • 3 key secrets to restructuring your real estate business for growth
  • Understanding the strategy of specialization
  • A new approach to positioning yourself in real estate
  • How to address your messaging to properly acquire prospects

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

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Top of the Funnel

The people at the top of the funnel are the people who don’t know yet who you are and what you do. Therefore, the main goal here is to build awareness.

You are able to build awareness in two different ways.

The first way is you entertain. However, if that’s not your cup of tea or if you don’t have a budget to create an overly produced video then you can go with option number two.

One of the easiest ways to build awareness is through fear. You’re probably wondering how this technique works because the last thing you’d want to do is fear-mongering. Although it may sound like it, this technique is not about fear-mongering.

What you need to do is to try and understand your prospects enough to know what the fear or no action is costing them. You can take this a step further and understand what frustrations are they being met with.

The idea behind this is really simple. You want to be able to take the conversation that’s happening in your prospects’ heads and reciprocate that message to them. If you can identify that internal narrative, then they will feel compelled to learn more and want to move to the next step.

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.

SCHEDULE A BRAINSTORM SESSION

Middle of the Funnel

Once you’ve attracted them with fear then the next step and the next form of messaging is to teach. The idea here is that now that you have identified the problem or what’s been keeping them up at night, then that prospect is going to want to know the solution.

Your job here is to provide that solution or in most cases solutions.

Pro tip: There is usually more than one solution.

You can deliver these solutions through education. Create a video that you can share with your prospects either through a Youtube video, a Facebook post, or maybe through email.

The key here is that you’re able to provide them with the solution without telling them how to get to the solution. If you give away too much information, your prospects may start thinking that they don’t need you to reach the solution. On the other hand, if you give away too little, your prospects may not find enough value to establish your expertise and authority.

However, if you’ve done your job right and find the right balance to creating value for your clients, then that lead will then move to the next step.

Bottom of the Funnel

The next step is here at the bottom of the funnel. The message for this part is to build trust.

So, how exactly do you build trust? The funny part is, this isn’t actually a job for you. It’s a job for your clients, success stories, or raving fans.

You need to get a number of social proof via testimonials or video messages preaching the good word of your expertise. You have to showcase your work by getting your clients that are suffering the same problem as your prospects are, to their goal or the promised land.

The idea here is to capture that information and use it as marketing to reinforce your brand.

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

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

  • 3 key secrets to restructuring your real estate business for growth
  • Understanding the strategy of specialization
  • A new approach to positioning yourself in real estate
  • How to address your messaging to properly acquire prospects

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

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Final Thoughts

So to quickly recap, the messaging format that you should follow is quite simple – fear, teach, trust. And now that you have this knowledge your goal is to formulate a plan to create content that has messaging centralized around fear, then messaging for teaching and educating, and then messaging that builds trust.

Fear, teach, and trust. That’s it. That’s the framework!

Now, if you want some more help on this, then I highly recommend you join our free Facebook Group and I go into it a little more with the community. On the other hand, if you want to start creating effective marketing campaigns for your real estate business, then schedule a strategy session with us today.

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

4 Tips for Scaling Your Real Estate Business

Are you trying to scale your real estate business but not sure how to do it? Are you thinking about hiring a developer to have a website with great real estate web design to begin scaling your business? 

Scaling is great for any business because this means that you’re growing your real estate business. However, the reality is, what most real estate agents don’t know is that scaling is a huge black hole. This means that scaling will require you to burn a huge amount of money quickly. So if you thought that getting your real estate business to where it is now was difficult, then scaling is a lot harder than that. 

What to expect when scaling?

There are multiple factors that you have to consider when you’re scaling your business. One of the first few things that you have to consider is licensing software or applications that you’ll need to purchase for your team. You would also have to consider where your team is actually going to work. Last and definitely not least, you have to consider their payroll as well.

One of the biggest mistakes Realtors commit when trying to scale their business is that they usually end up working for less money because they executed scaling without the proper understanding of how to do it.

Whether they scaled their business without proper guidance, scaled too soon, or executed it out of sequence, there are a number of ways scaling can go wrong. As nice as the thought of scaling is, if it is executed poorly or incorrectly, you will only end up burning through your cash reserves and can even end up losing your business.

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

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

  • 3 key secrets to restructuring your real estate business for growth
  • Understanding the strategy of specialization
  • A new approach to positioning yourself in real estate
  • How to address your messaging to properly acquire prospects

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

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Scaling: A Black Hole

Scaling a business can sound extremely appealing for a lot of business owners. The mere thought of taking yourself out of the day-to-day grind of working in your real estate business is the ultimate goal for most entrepreneurs.

Imagine being able to start leading a group of agents or a team of individuals towards a common vision is one of the most appealing things about being an entrepreneur.

That being said, Robert Crabtree explains in his book, ‘Simple Numbers’, that scaling to $5 million in revenue is one of the most difficult things to do. He further explains that scaling between $2 million to $5 million is a massive black hole.

This is simply because you’re going to encounter this very weird balancing act where you’re going to need to be making enough to hire new talent but also not be hiring fast enough to make sure that you don’t go through all of your cash on hand.

Depending on how prepared you are for this part of your journey, the balancing act will either make or break your business. To help you out, here is a list of secrets and tips on how to successfully scale your business if you’re just starting down this path of bringing in some new talent to build your team.

Tips for Scaling Your Real Estate Business

Tip #1: Learn how to manage your time appropriately. 

This may seem like it’s a no-brainer but it is easily the first and biggest misstep of any Realtor who is trying to scale. That being said, not having enough time in the day is not a viable excuse. This just means that you don’t know how to manage your time appropriately.

The solution to this is to time block. Whether it’s for your lead generation, lead nurturing, fulfillment, or working on deals, you should always block off time for each specific task. Furthermore, you should also be blocking off time for personal development, time with family, and also for doing the things that you enjoy.

PRO TIP: Plan your week in advance. That means blocking off some time on a Sunday and listing out all the main tasks that you need to accomplish on your calendar. This way, when the week starts, you already have a plan of what to do.

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.

SCHEDULE A BRAINSTORM SESSION

Tip #2: Audit what you do.

Auditing what you do on a regular basis is important to scale your real estate business because what can be repeated can be delegated. Take what you have planned to execute for the week and log everything that you actually end up doing for that specific week because these are two entirely different things.

Planning and logging are two different things.

At the end of each week, you then have to audit every single task that you did and highlight the repetitive tasks. You see, one of the first and cheapest things that you do when attempting to scale is bringing on someone to your team to offload redundant tasks.

This is also called buying back your time.

Tip #3: Create instructions.

This idea is sound and this idea is that you need to create standard operating procedures for each of the tasks you’ve identified.

You have to list out what part of the business each SOP affects, what its objective is, what are the instructions for each step of the process, who’s taking ownership of each task, what is the definition of done, and how do you measure the results.

Once you are able to define these items, then and only then should you be hiring some fresh faces to grow your team.

Tip #4: Hire slow and fire quick.

This means that you can’t be overly eager to hire new team members. Take your time and hire the right person.

Warren Buffett, when hiring new people uses the 3 I’s which stand for intelligence, initiative, and integrity. Hiring the wrong candidate will only affect you negatively in the long run. And this is why you have to take your time and do it right the first time.

Training and onboarding new team members can take up a lot of time and time is money. By hiring the right people, you avoid wasting resources on people that won’t last within your organization.

PRO TIP: A bad hire doesn’t turn into a good team member over time. This is just human nature and you can pick this up fairly quickly.

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

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

  • 3 key secrets to restructuring your real estate business for growth
  • Understanding the strategy of specialization
  • A new approach to positioning yourself in real estate
  • How to address your messaging to properly acquire prospects

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

GRAB MY TRAINING NOW

Final Thoughts

You see, in order for your business to expand exponentially, you need to be able to trust your team.  If you can’t trust a team member, that is a clear indication of a weak link.  And it will cost you more, in the long run, to try to make that weak link stronger. And in most cases, they usually stay the same. So once you’ve identified a weak link, get rid of that person ASAP.

Scaling your real estate business is difficult but it’s one of the things we’re good at.  We actually have a system for it. If you’re interested in learning more about it, then click then schedule a strategy session with our team.

But if you’re not really to scale just yet, then I highly recommend that you at least join our free Facebook Group where we talk all things systems, digital marketing, and websites.

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