Listing Agent Lifestyle - Real Estate Marketing

Today, on the Listing Agent Lifestyle podcast, I want to share an episode I just recorded with my good friend Chris McAllister.

This is a great conversation discussing the evolving role of real estate brokers. We explore how the rise of technology, particularly sites like Zillow, has transformed how clients access information and the value brokers provide. Chris traces the evolution of brokerage models from Remax to Keller Williams, and we debate the sustainability of the hundred percent commission shop model.

So, whether you're an industry professional or interested in real estate trends, this discussion offers some really interesting insights.

Summary:

1. This episode highlights the transformation of the real estate industry, particularly the evolving role of brokers, the impact of technology, and the value proposition of brokers in the age of digital platforms like Zillow.
2. We discuss the evolution of brokerage models, from Remax to Keller Williams, emphasizing the current shift towards hundred percent shop models and its sustainability.
3. Dean emphasizes the increasing importance of the shelter business and how brokers must adapt and reinvent themselves to remain relevant in this changing landscape.
4. We speak about the bifurcated real estate market landscape, highlighting transactions that are either very simple or require significant expertise.
5. Chris emphasizes the continuing importance of strong client relationships in real estate, even in an era of increasing digital automation.
6. We discuss strategies for creating a market-making culture, leveraging social media for Immediate Open Houses, and maintaining consistent communication with buyers.
7. Emphasis is placed on the importance of setting clear expectations for agents and the benefits of having an experienced partner to navigate the market.
8. We touch on the transformative power of technology in the real estate industry, including how platforms like Zillow have democratized information.
9. Dean and Chris argue that while technology has streamlined certain aspects of real estate transactions, the need for skilled professionals to guide and negotiate complex deals remains essential.
10. We end the episode with a discussion on the importance of building the right team in real estate and the value of having experienced partners to help navigate the market.

Links:
Show Notes
GoGoAgent.com
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Listing Agent Lifestyle Book
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Roost Real Estate

Today's Listing Agent Lifestyle Podcast episode is the fourth in a series of Clubhouse rooms we're recording, exploring the five essential pillars for success.

We're looking at Finding Buyers and discussing valuable strategies to effectively set up your business as a well-oiled vending machine - attracting the exact clients you want by emphasising and selecting a single target market to dominate.

We'll also take a look at the amazing results from our case study with Tony Kalsi & his 11x ROI and the leads he's still getting from people who opted in years ago.

We wrap up talking about the strategies and tactics to grow your business by focusing on what buyers are looking for.

Summary:

1. Creating a business model akin to a vending machine can drive specific clients you want, emphasizing the need to focus on one target market at a time.
2. Becoming a market maker involves controlling the process from start to finish, and being strategic, efficient, and result-oriented.
3. The real estate market can be dominated by narrowing your target audience and positioning yourself as the go-to expert in a specific field.
4. Innovative tactics like lifestyle videos, virtual tours, and professional photography can give you an edge when listing a property.
5. Lead generation has transformative power, with potential returns if you invest in a bundle of 100 leads.
6. Digital postcards, videos, and other creative tools can provide potential clients valuable information about your expertise.
7. The success story of Tony Kalsi's 'Getting Listings' case study demonstrates an impressive return on investment from initial seed investment.
8. Focusing on a single target market can maximise results with minimum effort, as exemplified in the 'Setting Up a Vending Machine Business' chapter.
9. Controlling the buyers by creating a system gives you an advantage when listing a property.
10. The importance of strategies, tactics, and tools in growing your business exponentially is emphasized to achieve unparalleled success.

Links:
Show Notes
GoGoAgent.com
Be a Guest
Listing Agent Lifestyle Book
Listing Agent Scorecard

Today's Listing Agent Lifestyle Podcast episode is the third in a series of Clubhouse rooms we're recording, exploring the five essential pillars for success. Specifically, we're talking about Lead Conversions and how to put this into action.

We'll dissect the process of converting leads into tangible results, and we introduce a critical yet often overlooked metric, Revenue Per Unconverted Prospect, or Rev Pup, to help you measure the value of your generated leads.

We dive into the importance of patience in lead generation and explore a fascinating study that offers a fresh perspective on lead conversion rates & shows a 10.7x ROI on this listing approach.

Lastly, we run through the power of the 50-Minute Marketing Sprint to focus on an action plan to revive dead leads, find your 5-Star Prospects and motivate NOW prospects to reach out to you every week.

1. In this episode we introduce the concept of Rev Pup (Revenue per unconverted prospect), which is a critical metric for measuring the value of leads.
2. Dean emphasizes the importance of understanding the two time frames of 'now' and 'not now' in lead conversion, as well as the value of five-star prospects.
3. We explore the power of the Pygmalion effect, a psychological principle that can be leveraged to shape lead expectations and results.
4. It features a case study of Tony's decade-long investment in postcards and newsletters, demonstrating the value of persistent nurturing of leads for long-term gains.
5. We guide listeners on how to make the home buying process less intimidating for buyers by creating a tour of homes landing page and setting up a home buyer workshop.
6. The power of emails to nurture leads in the real estate sector is discussed, emphasizing the importance of establishing a system to foster relationships with leads.
7. Dean provides practical advice on sending an email with updates on all the market activity to ensure any investment made in generating leads is viewed as a capital investment rather than an expense.
8. We discusses the importance of creating a vending machine-like system that can supply your pond with the buyers you want, which will form the basis to get all the listings you desire.
9. We recommend setting up a template and system so that emails can be sent out without needing to think about it.
10. We wrap and provides resources to support listeners on their journey to revolutionize their approach to lead conversion and revenue generation.

Links:
Show Notes
GoGoAgent.com
Be a Guest
Listing Agent Lifestyle Book
Listing Agent Scorecard

Today's Listing Agent Lifestyle Podcast is the second of five Clubhouse rooms we're recording discussing the Listing Agent Lifestyle.

It's a great conversation talking about multiplying your listings, and going deep into the opportunity you have with each listing:

• Selling this home
• Finding your own buyer
• Finding another home for people not interested in this house
• Getting another listing and getting a referral

Finally, we explore the minimum effective steps we can take using tools like info box flyers and other simple ways to engage potential buyers.

Summary:

1. The episode discusses the concept of the Listing Multiplier Index, a tool used to measure how effectively a real estate agent's current system generates transactions from their listings.
2. Dean shares practical methods and strategies for maximizing real estate listings and increasing return on investment.
3. We explore methods to generate leads, such as identifying potential buyers and leveraging the power of info box flyers.
4. Dean provides detailed chapter summaries to guide the listener through different topics, from multiplying listings to generating leads and nurturing relationships.
5. He shares real-life examples and case studies of successful listings generated from info box flyers, reinforcing their effectiveness in lead generation.
6. The importance of nurturing relationships with potential buyers is discussed, with strategies including sending 'just listed' cards to neighbors and using analytics to identify viable leads.
7. In this episode we introduce the concept of 'chicken candling' as a metaphor for analyzing leads and identifying 'five-star prospects' who are most likely to engage and convert.
8. Dean discusses the use of Facebook ads and digital marketing techniques to reach a wider audience, emphasizing the cost-effectiveness of digital distribution compared to traditional print flyers.
9. It is recommended to send just listed cards to the immediate 20 homes around a new listing and up to 200 homes in the wider neighborhood, to attract potential buyers and generate leads.
10. We end the podcast by introducing the concept of an 'easy button,' a service provided by the host's company to automate the marketing process for real estate listings, thereby freeing up time for the agent.

Links:
Show Notes
GoGoAgent.com
Be a Guest
Listing Agent Lifestyle Book
Listing Agent Scorecard

Today's Listing Agent Lifestyle Podcast episode is the first session in a series of Clubhouse rooms we're recording, exploring the five essential pillars for success- Getting Referrals, Multiplying Listings, Converting Leads, Finding Buyers and Getting Listings.

We run through the 50-Minute Marketing Sprint to identify your top 150, The Secret Psychology of Why People Refer Real Estate Agents, and How To Be The ONLY One They Refer.

Listen as we explore our "return on relationship" concept. Discover how bridging the gap between current transactions and your goals relies on referral power. Learn the primal psychology behind why people refer to agents and tools like the "world's most interesting postcard."

Summary:

1. This episode emphasizes the importance of referrals in the real estate business and provides a guide on maximizing referrals by starting with a list of your top 150 relationships.
   2. Dean highlights the concept of 'return on relationship' in real estate and how to bridge the gap between your current transaction volume and your aspirations using referrals.
   3. We explain the psychology that drives people to refer others and how to leverage this natural instinct to benefit your real estate business.
   4. Dean shares a secret weapon, the 'world's most interesting postcard: which can be used to provoke your top 150 relationships to refer you more frequently.
   5. We explore the strategy of creating a referral profile for your top 150 contacts to increase referral opportunities.
   6. Insights are provided on how to identify who in your circle is most likely to refer someone to you, how to equip them with the right tools, and how to enhance your status among them.
   7. Dean shares strategies for turning a single listing into multiple transactions, emphasizing understanding your referral base.
   8. We also focus on increasing the return on relationships, aiming to generate 30 transactions from a group of 150 people.
   9. In this episode we speak about the concept of Market Maker Monday, where agents can actively orchestrate referral opportunities by informing their top 150 about their current real estate activities.
   10. Dean also encourages agents to build referral profiles for their top 150, considering each person's lifestyle, interests, and potential referral opportunities.

Links:
Show Notes
GoGoAgent.com
Be a Guest
Listing Agent Lifestyle Book
Listing Agent Scorecard

Today's Listing Agent Lifestyle Podcast episode is the first in a series of Clubhouse rooms we're recording exploring the five essential pillars for success - getting referrals, multiplying listings, converting leads, finding buyers, and getting listings.

We run through the power of the 50-Minute Marketing Sprint to identify the very best opportunities and use the example of Gamal Aziz's transformation of the MGM Grand Hotel as a way f thinking about the opportunities we're missing.

Finally, we tackle the lead generation strategies like Instant Open Houses with QR codes, effective Facebook advertising and simple nine-word emails and weekly updates to engage buyers.

Summary

1. The podcast episode revolves around strategies to transform your business through the 50 Minute Marketing Sprint and improving referrals, leads, and listings.
2. The 50 Minute Marketing Sprint is a tool to identify significant business opportunities and act on them swiftly to facilitate business growth.
3. Gamal Aziz's application of the 'working backwards' strategy transformed the fortunes of the MGM Grand Hotel in Las Vegas. This strategy can be applied to your own business.
4. Referrals are a key element of business growth. By nurturing 150 relationships, you can significantly propel your business forward.
5. Social media platforms like Facebook can help identify the top 150 relationships to focus on for business growth.
6. The episode explores effective lead generation and prospect conversion strategies, such as setting up an Instant Open House with a QR code and cost-effective Facebook advertising.
7. Nurturing leads with a simple nine-word email and a weekly Market Watch Update can improve lead generation.
8. Success in lead generation can be measured through the metric of revenue per unconverted prospect.
9. The podcast discusses the concept of a Listing Agent Lifestyle, focusing on the integration of business results and lifestyle elements like daily joy, abundant time, and financial peace.
10. The episode concludes with a discussion on using a Listing Agent Scorecard to identify growth opportunities and increase the revenue per unconverted prospect.

Today on the Listing Agent Lifestyle podcast, we're talking with Raymond Patrick, one of our Listing Agent Academy members from North Palm Beach, about his journey from cold calling to his evolving prospect rating system.

We discuss his prospecting methods focusing on persistence, and dive into how he assesses areas for investment, targets potential buyers within 15 miles on Facebook, and uses videos and Google Maps to engage clients.

We then talk about the Listing Agent principles and how he generates leads through open houses, postcards and Facebook ads while managing his time to avoid unproductive clients.

This is a great call with some really actionable ideas to steal.

Summary

1. The guest of the episode is Raymond Petrick, a successful real estate agent from North Palm Beach and Singer Island, who shares his unique strategies and tools for success in real estate.
2. Raymond's journey in real estate started with cold calling and evolved into a system of rating potential clients and strategic prospecting.
3. The importance of persistence and dedication in real estate is highlighted, especially when facing challenges such as interruptions.
4. Raymond uses tools like pipeline dialers to manage his time effectively and avoid being caught in time-consuming situations.
5. The episode explores real estate farming strategies and provides insights on assessing areas for potential investment.
6. Raymond shares his strategy of leveraging Facebook's 15-mile radius feature to target potential buyers and the role of videos and Google maps in connecting with the audience.
7. The importance of property price in making a sale is discussed, and how Raymond effectively engages potential buyers.
8. Raymond shares his unique methods of lead generation, including open houses, postcard campaigns, and Facebook ads.
9. The concept of the Listing Agent Lifestyle is introduced and discussed, along with various tools and programs that can be integrated into a real estate business.
10. The episode concludes with Raymond sharing his inspiring story of selling multiple listings using a cocktail of tools and strategies, underscoring the importance of adapting and evolving in the real estate business.

LINKS

Show Notes

GoGoAgent.com
Be a Guest
Listing Agent Lifestyle Book
Listing Agent Scorecard

Today on the Listing Agent Lifestyle Podcast, we're finishing our conversation with Jesse Desjardins. He's worked in some great locations, and we talk about the challenge of marketing a complex destination like Neom in Saudi Arabia, a place no one has ever seen before.

We also talk about the skill of discernment and invention, the importance of working with someone with the tenacity to drive projects to completion, and how to effectively select and work with the right people to execute our vision.

Jesse & I have a long history together, and it's great to share these insights with you, and, if you missed part 1, you can check that out at here.

Summary

1. The challenge of marketing an unknown and complex destination like Neom in Saudi Arabia required a unique approach and collaboration with the online photography platform Unsplash.
2. Unsplash, with its large community of free photography and more distribution than Getty, iStock, and Adobe Stock combined, provided the perfect platform to find the best photographers to showcase Neom.
3. The project involved bringing 14 of Unsplash's top photographers to Neom and creating a brief based on the thousand most downloaded photos in travel.
4. The brief focused on four distinct photography styles that convey the scale of the destination, safety, and human connection, deviating from traditional destination marketing strategies.
5. By working directly with photographers with the vision and capability to execute the project, the team created a more authentic and engaging story.
6. The photographers brought their unique skills and interpretations to the brief, resulting in a diverse and captivating image portfolio showcasing Neom's beauty.
7. The Entrepreneur Team Genius Test helps identify the strengths and weaknesses of individuals in a team, ensuring that all aspects of a project are covered and executed effectively.
8. Combining vision, assets, and reach creates a powerful multiplier effect that can help achieve success in marketing complex destinations.
9. The goal is to make Neom the most downloaded destination in travel even before it opens, leveraging the reach and distribution of Unsplash.
10. Collaborating with the right people and focusing on the vision and capability aspects of a project can lead to better outcomes and more creative solutions, even with a smaller team.

Today on the Listing Agent Lifestyle Podcast, we have a special episode because I had the pleasure of catching up with my longtime friend and collaborator, Jesse Desjardins, in person as we celebrate our 25-year friendship and professional journey together.

We talk about how asking, 'What would I do if I only got paid if I delivered results?' helped us focus on achieving tangible results and navigating technological shifts and how we uncover the power of minimalism and the minimum effective dose in marketing success.

In part 1 here, we discuss his 12 favorite problems and how he leverages the VCR (Vision, Capabilities, Reach) formula to create unique experiences and stories in the work he now does.

This is a great conversation as we share some insights and reminisce about our 25-year journey.

Summary Keypoints

1. Jesse Desjardins and Dean Jackson celebrate their 25-year friendship and professional journey, discussing how their shared insights led to significant leaps in Jesse's career.
2. They emphasize the importance of focusing on results and navigating technological shifts by asking, "What would I do if I only got paid if I delivered results?"
3. The power of minimalism and the minimum effective dose in marketing success is discussed, highlighting the effectiveness of a short, 50-page book in capturing email addresses.
4. They explore user-first marketing, allowing for real-time testing of ideas and receiving feedback, and the importance of separating compelling from convincing in advertising.
5. Jesse's innovative approach to marketing combines education and user-generated content, positioning Tourism Australia as the "mayor of Australia" and creating the World's Biggest Social Media Team, outperforming other national tourism boards.
6. They discuss the importance of storytelling in marketing and how Jesse's 'You Suck at PowerPoint' Slideshare and other strategies have stood the test of time.
7. Jesse shares his approach to unlocking collective intelligence in his work, such as his speaking gig in Toronto and his work on the Neon project in Saudi Arabia.
8. The duo discusses the VCR formula (Vision, Capabilities, and Reach) in marketing, focusing on telling the story of a place like Wadi Ram and thinking differently to overcome skepticism.
9. They emphasize the importance of recognizing and utilizing available capabilities and assets to bring a vision to life, using examples of Kylie Jenner and local businesses taking advantage of their 15-mile radius.
10. Jesse and Dean explore the potential of collaboration between two parties to create something new, using the VCR formula to create unique market-maker opportunities.

Today on the Listing Agent Lifestyle podcast, we're talking with Sean Caldwell, a seasoned investor based in North Carolina who generates a lot of business by sourcing off-market deals from distressed homeowners.

We had a great conversation about his success using direct mail and cold calling, and we looked at his offers to help homeowners who are struggling financially.

We also talked about how he finds and uses the data that help identify potential buyers and the data needed for investors to stay ahead of the various foreclosure procedures.

This market is constantly changing, and it's interesting to hear Sean's approach to success while helping people in difficult situations.

HIGHLIGHTS

• Seasoned real estate investor Sean Caldwell sources off-market deals through demographic prospecting and finding distressed homeowners.
• Strategies include direct mail and cold calling, identifying homeowners over 65 who receive government assistance, have a mortgage-free property, and have a dated house with needed repairs.
• County governments provide data on delinquent property taxes, allowing investors to identify potential buyers.
• Various solutions for financially struggling homeowners include partnering with a reverse mortgage company or crafting an effective letter series to engage with them.
• Understanding the schedules of each county for foreclosure cases helps investors stay ahead of the curve.
• Approaching homeowners compassionately and providing guidance during tough times is crucial.
• Creating an educational guide for homeowners on when to refinance can help identify those who would benefit from a reverse mortgage or selling their house.
• Engaging with distressed homeowners through innovative marketing strategies for foreclosure prevention can make a difference in their lives and grow the investor's real estate portfolio.
• Understanding the homeowner's real desire and approaching them in a way that makes them feel safe and secure is essential.
• Investing in real estate with empathy and providing solutions for struggling homeowners can lead to personal and financial success.
  
  

Links:

Show Notes

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Listing Agent Lifestyle Book

Listing Agent Scorecard

                                                                 Transcript

Dean Jackson

Sean.

Sean Caldwell

Good morning.

Dean Jackson

Well, there we are. How are you?

Sean Caldwell

Well, how are you doing?

Dean Jackson

I am good. Well, here we are. We've got the whole hour And I'm excited to hear what you're up to. Diane is telling me just a little bit about what you do, but I wanna hear as a whole the whole story here.

Sean Caldwell

Sure. So I am a real estate investor I'm based here in North Carolina.

Dean Jackson

Mhmm.

Sean Caldwell

And we typically will either wholesale bills or we'll buy them and keep them and then owner finance them.

Dean Jackson

Okay.

Sean Caldwell

And we're typically sourcing our deals off market. So our marketing is this is geared toward more, I would say, demographic prospecting of -- Mhmm.

Dean Jackson

--

Sean Caldwell

more to geographical. So we're looking or, you know, signs of distress, whether that be issues with mortgage or taxes or dealing with tenants that have evictions or not she is

 Dean Jackson

the

Sean Caldwell

tenants, but dealing with landlords, dealing with eviction, and just any kind of distress situation that a homeowner would find themselves in. Those are typically the people that we approach. And our offers usually, it's you know, we'll send them a letter or a postcard and you know, it's just an offer to purchase their house, and we go into all the details about you know, all the benefits that we offer to them. Mhmm. It's it works, but I mean, for what for the effort that we have to undertake, it's I mean, it's just so much just from the cost of it.

Dean Jackson

Yeah.

Sean Caldwell

The response rate is oftentimes really low. We get a lot of people calling us out. It just it just

Dean Jackson

You're not the only investors in North Carolina looking for

Sean Caldwell

No. No. That's not that. No.

Dean Jackson

There used to be and it used to be a little less competitive, but there are so many people now that are doing the same thing. So especially when you're using trigger data, you don't you're not you don't have a clean runway. There. Right? You've got everybody all over it. So are you so what's the kinda go-to thing now? What's the thing that's working the best for you?

Sean Caldwell

Well, direct mail, it it it's what's working best.

Dean Jackson

Right. Especially when you have visible prospects. Right? Like, if you know somebody -- Right. -- gotta tell you, you know, whatever. Mhmm.

Sean Caldwell

Right. Yeah. So that's work that's worked well. Mhmm. And we've also had six successes with cold calling. I don't like it. I prefer for the prospect to reach out to us when they're ready, but -- Mhmm.

Dean Jackson

--

Sean Caldwell

we have had success with it.

Dean Jackson

So Uh-huh. So how do you let's talk a couple of things that you know, who's the ideal prospects for you here? Like, who is what's the if we could, you know, find the right -- Yes. Person. So who's ideal?

Sean Caldwell

So our best prospect is someone who is on the verge of a tax foreclosure. Mhmm. They are typically sixty five or older, sixty five years or older, they may or may not have some adult child that helps them out. Mhmm. Typically, they own their home, free and clear, are receiving some form of government assistance, whether that be Social Security or any other kind of benefit. Mhmm. And that's the primary source of income. Mhmm. On occasion, we'll run into a widow. And, you know, her husband was the one that took care of everything and now she's kinda stranded and doesn't really know what to do. Okay. These houses are typically dated. And these are oftentimes

 Dean Jackson

these are people who are living in these houses. They're living in the house.

Sean Caldwell

Correct. Yeah.

Dean Jackson

I didn't. So Right. Okay.

Sean Caldwell

Right. Yeah. So these are owner occupants who lived in the home for you know, typically thirty years and longer. Mhmm. And with that has come, obviously, a lot of deferred care. Things are just you know, they got the same bathroom and kitchen set up than they had in the seventies. I mean, it just you know, so they it's dated. It's functional, but it's dated, or if, you know, if they do if everything outside of that, there's typically some repairs that are needed. You know, they need a new roof, but they don't have the money or, you know, the grandkids, you know, were playing and they kicked the hole in the wall and there's a big patch of that kind of thing. So tend to be a lot of deferred care. Mhmm.

Dean Jackson

And so do you what triggers them as a prospect for you? Like, how do you get your data? Okay. So this is somebody yeah.

Sean Caldwell

Sure. So we we're able to source it directly from various County level governments. Mhmm. Use it to tax the tax assessor. We'll we'll make those lists available of people who are delinquent in their property taxes. So we're able to