How to Launch & Leverage Listings By Design NOT Default Be the KING KONG of your LISTING David Pannell Fort Worth, TX
Expired Luxury Listing
Be Different! Create A Stage! But FIRST to influence the interaction; BECAUSE Every SELLER wants to work with an agent that is active and “doing NEW things” that other agents do not do! Our Stage is our Coming Soon & Open Houses Process Presentation Matters
Everything has a Process One thing that I always wish that I would have done in the beginning...is to have made checklist. Because everything we do in life is a process. And everything we do deserves The Best Presentation
Our Current Listing Funnels • VORTEX (Personal Circle - A,B,C,D TEAM ’ s) • OOPS - Hyper Local Attractive Activity • Notice of Defaults NOD ’ s • Open House Traffic • Probate • Post Bankruptcy • Attorney Partnerships • Expired/Cancels • FSBO • GEO Farming (Zip Code, Or neighborhood Specific) • Investor Partners • Builders
OOPS! Definition: Hyper Local Attractive Activity
THE RESULT
Retain Online Authority We may not be able to outperform Zillow or these national portals..but we can get ahead of them with building Relationships. By Showing 1,000’s of people that they can trust you. When you get a listing you have a HUGE opportunity to dominate the web to capture a trusted audience.
Conversion Marketing Model Everything Starts With A Communication foundation Connect Position yourself as an Expert Inspire The HIRE Deliver Results you promised Leverage Success with Digital Assets The simplest models of building a relationship
The MOST Power Words English Language 1. YOU 9. New 2. Because 10. Money 3. Results 11. Easy 4. Guarantee 12. Discovery 5. FREE 13. Save 6. Imagine 14.Proven 7. Sexy 15.Fast 8. Share 16. Love
Connect First Digitally Be LIKED before they need you! Develop TRUST before ask for it! Earn their LOVE for exchange of entertaining them now.
Positioning
What noticed about Australia Real Estate! No Lock Boxes No MLS They Do Not Cooperate Agent Only Showings On Weekends Charge Clients Upfront Market Fee 50+ people outside of a home waiting to get in
Meet Glenn Twiddle
Our Coming Soon Process “ First Look ”
The Highlights “Coming Soon” 1. Slow Down and Set the Right Expectations 2. Coming Soon 10 -14 day lead time on MLS 3. Presentation - Staging - Tease 4. MEDIA in Place Video/Photos/Blog Article 5. Earn Organic SEO Traffic 6. Create a BUZZ with Digital Farming & PC 7. Active Thursday 8. Seller blocks showings 48 hours until everyone sees it. 9. Funnel Everything To An Open House
MEDIA is First! Leverage This ● Professional Pictures ● Professional Video ● Picture VIDEO ’ s ● Blog - Article/Content ● Facebook LIVE Walkthrough
Digital Farming - Inspire The HIRE Make sure you market to their current conversation. • FREE Social MEDIA is DEAD • Most agents market to less 3% of your audience. • USE Social as your own Stage • Instead Engage 100% for few a $$$ a day. RETARGETING • Entertain the BEHAVIORS & Conversation their having today. • Play the SOCIAL game for a LONG game. Influence Behaviors.
WHO Is Your Social Audience? The current conversation. • PC First - Do this before any other ad spend. • Retargeted Group • Market Woman, Mothers, Grandparents • Zip Code/ GEO Digital Farm • CRM Contacts - Wide Net • Dialer Contacts with emails ( Current Conversation ) • Open House Registrations “ Behaviors - Current Conversation ”
SCRIPTS - Structure Intro - Be clear, talk slow. Pattern Interrupt - Ignore & Move Forward Bridge Questions - Go Deep 3 Or 4 times Call To Action - Ask For Something Set Appt - Make A Promise For An Exchange Of Their Time
Highlights - Open House Day • Invitation is Powerful • Attract Everyone & Include Everyone • Spend more time inviting people to the event than attending the event • Set the Scene, Romance Them, Atmosphere • Show OFF on Facebook LIVE • LEAD Magnets @ Event
Yard Signs, Banners, Marketing • Everything Set 5 hours before. • OPEN House stager • Agent Prospects doesn’t set them up • 25 Signs Subdivision • 3 or 4 -10 Foot Flags in the front yard
Open House Follow Up • Be intentional and Immediate. • Place CLEAN data in into 4% CRM • Be a Resource. NOT A Realtor • Focus on their pain or motivation. • Offer the GOLDEN BRICK exchange for their loyalty. Example: Golden Brick 1. Warranties 2. Inspections 3. Coming Soon Listings 4. Off Market Deals 5. Team - Several Agents Available To You
WHO’s Got MY MONEY Grant Carbone Nobody is competing against YOU when you have all the listings you want and retarget the activity you had.
VIDEO Testimonials Tips • Every opportunity make sure you ask for the favor - Secure the promise. • Use your Cell Phone to capture RAW video. Less is more. • Start the Video Testimonial with improvements. Ask their opinion if they think we should improve anything? • Cover the things you did on film. They will repeat it. • Close it with a call to action. “If you want these results, call us today”
Leverage the Results
PC Referrals/Digital Farm All funneled to a very targeted group called “ VORTEX ” list. Now business is very likely to refer you to their Family, Friends, Co-Workers and you can always stay Top Of Mind with organic content. Over 46% our business is linked to this.
YOU DON’T HAVE TO BE GREAT TO GET STARTED BUT YOU HAVE TO GET STARTED TO BE GREAT
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