Most real estate agents spend their time chasing business, buying leads, and completely forget about the opportunities that are available right in front of them. That is, your sphere of influence (SOI). This is that 300-800+ people that know you and if they knew you were an agent, would use your services to buy or sell. You should be using an omni-present approach to stay in touch with this audience and make sure that when they think about real estate, they think about you. One of the best platforms to nurture an audience is Facebook, and that’s what we’re discussing in this episode. But what type of content do you create? How do you make sure your posts get seen? What can you do to incentivize referrals?
What’s up ladies and gentlemen, welcome to other episode of the real estate marketing dude show. And folks, we got quite a show for you today. If you haven’t been tuning in lately, we talk about attracting business not chasing it. I think lead generation has changed and it will continue to change. But the one thing that doesn’t change, it hasn’t changed since the dinosaurs ruled the earth, at least in the real estate market is how and how people choose a realtor. And the truth is that over 78% of them choose people that they already know us in the past or personally met. And what we’re going to be chatting about on today’s show is all about referral marketing. One of the things I cannot stand is people telling me all the time,
Hey, how are you
going to scale a business off of referrals? You can’t you need lead generation? No, you don’t. You need attention. And you need to know a lot of people and then you need to stay in front of those people and nurture them quite often Lee, and we have just the expert that’s going to show you exactly how he does that today. As a matter of fact, he’s done over $40 million last year close over 200 deals with only six heartbeats in his office. And none of this. Let me repeat that none of this is from buying Zillow leads purchase expensive leads. He’s done this organically. And he’s attracted his business because he’s built a brand simply by nurturing and staying in front of people he already knows and has worked with in the past. So without further ado, we want to go ahead and introduce Mr. wil penny to the show. Well, What’s up buddy?
Hey, man, I’m so excited to be on here. I love I love this.
Why don’t you go ahead and tell everybody whom you are a little bit and then we’re gonna get in and start asking you how the hell you did this. So go for it.
Well, my wife and I own Penny real estate company in Stowe, Ohio, which is a suburb of Akron, and Cleveland, just Northeast Ohio. And we started Penny real estate in February of 2001. I became a realtor when I was 19. April of 1988. And I was my nickname was flash in the pan Penny and I worked against by the time I was 25 I mean century 21 Centurion award, which is sent 60 transactions in a year by myself. We didn’t have email back then. So you had to present all offers face to face. And back then I was the for sale by owner King. But starting in about mid 1990s, I started developing a database and we’ve been working on it ever since. And probably 70% of our business is people who know like and trust us already.
Nice like it and will will staying here he’s telling me on at a time, you guys have really mastered the art of Facebook groups. And that’s what we want to keep our focus on today. And I apologize, I thought you’re 100% referral based but whatever. Where’s your other 30% of business coming from out of
curiosity. I got on the Zilla wagon early on with reviews, and we have 557 of them. So it’s all organic. I was spending about $3,000 a month on Zillow, I’ve paired that back to almost nothing. The only reason I didn’t cancel it all is because I don’t want to lose my reviews. But for all of those of you listening that’s going to end at any time. So if you’ve got reviews on there, put them on an HTML page and save them because they’re going to go away.
Interesting. I did not know that. But 100% attraction you got people finding you on and they’re looking at the reviews books, what someone else says about your business is more powerful than what you’ll ever say about it. There’s a reason why when you say I’ve been in the business for 25 years that everyone just tunes you out. It’s much more powerful to have somebody else say hey, we’ll did a kick ass job. He just dominated my fucking investment and that’s why I like will so much That’s a lot more powerful than anyone ever coming out and saying, Hey, dude, I’m the best, I’m the best. This business is not about AI, it’s about them. And the more you serve, the more you sell. So we’ll I want to get into I want to get into this Facebook group thing, when did you discover this Facebook group thing? And let’s start with that first, like, What year was it? When did you start figuring this out? Because that’s very interesting.
Alright, so I’m gonna have to backpedal a little bit. So we usually have client events every year, last year, obviously was a disaster. So we didn’t have a client event. Every year going into the new year, I go to Marco Island, Florida for two months a year, January and February. That’s another benefit of having a you know, a business. It’s on autopilot. A nice small team, but I go there two months a year. And ahead of time, I think about something I’m going to do for the following year. So last year, I got a really good CRM. Going into this year, I decided I needed to get another way to stay top of mind and email marketing is tough. You can’t call people every day, you can’t text them every day. So I did a little bit of research. And I discovered that Facebook groups are completely transparent and highly promoted by Facebook. Every major corporation, every major university, uses Facebook groups to communicate with their students, their teachers, their employees. It’s become a utility. It’s not a gimmick. It’s not tik tok. It’s not Snapchat, it’s a utility. 70% of humans in the United States are on Facebook, and almost 80% of those are on it daily. And there’s 600 million Facebook groups and about half of Facebook users are a member of at least one group, Facebook knows that I watched the Facebook or the social dilemma. And that’s what made me think I need to start a group. So at the end of last year, about December 1 or so, I started my facebook group, Penny real estate, friends and family. It’s a private group, I immediately started inviting everybody who has a Facebook friend, and I’m not a social media person, really, I’m using this as a social CRM. That’s all I care about. So I I invited, we got about 100 people in there. Within a couple of days, I got my five team members to invite their friends. Every day, we’re searching for our past clients now. And we just started inviting them into the group. And then I became a freak about finding engaging content. If you post things about home sales, selling stuff over list price 26 offers people turn you out? No, it does, it sends the wrong message to the marketplace. It just scares buyers off. I mean, there’s just nothing good to make sellers think they don’t need us. So I started coming up with really engaging content, asking questions, some architectural stuff. It’s all everything’s questions just to get people talking. So that was December. By January, I had about 400, my business coach asked me to do a webinar for his coaching clients. And at that point, I realized that there’s a giant hole in the marketplace, Facebook groups for realtors, could be really, really good if you want to stay top of mind daily. And at that point, I decided I was going to start helping other realtors. But we’ve got eight 813 members, which are human beings, every one of them knows likes and trusts us every one of them we had a prior relationship with and now I’ve got 813 members in there trying to get to 1000. And we just it’s like a client event every day. And we say mind with these people every day. It’s been phenomenal of
here’s a folks. This isn’t about like saying, buy sell, buy, sell, buy, sell, you have to carry on the conversation. Like if you guys are always talking about work with your friends, they’re gonna tune you out. So like, well, if I started calling you up every day, and I’m like, Hey, bro. Oh, how about those interest rates? Hey, Hey, dude, how about that house? Hey, do that. Are you gonna ask me to go out for a beer even go to maybe in your neck of the woods, a Cleveland Indians game?
No, no. We don’t talk about real estate. Every once in a while we’ll post like a bad MLS photo just to get people laughing about it. We don’t talk about real estate at all. We keep that on our business page, which is worthless. It’s just a static page now 1800 followers, no engagement whatsoever. Facebook business pages unless you boost the post average just under 1% 1% reach Facebook groups. How can get up to 100%? That’s what Facebook’s question.
Well said I didn’t know as a lift letter, the less than 1% I thought is three to five on your business page. Everyone. Here’s the problems like so many agents just go and they go out and they post on their business page. And that’s it. They’re all I got to post on my business page because this is real estate content and I’m going to post on my business page and then you get no likes and you wonder and that’s because Facebook’s algorithm doesn’t Show your shit to anyone unless you give them money. You have to run ads and your business page is just there for money, money, money money. If you’re not going to run ads, you don’t need a business page. Would you agree with that?
It’s actually point six 3%, according to Google, reach on a business page. And it’s like having it’s like having a billboard that’s turned away from the highway. And the only way they’re turning is this if you hit that boost Post button, yeah,
100% and good ad, I love ads. But if you you know, like, I love running ads, but you guys have to pay to play if you’re going to run on Facebook, it’s not the good old days when you get a bunch of likes, and blah, blah, blah. But so now I want you to listen to what he just said about his groups. We’ll repeat that for as a real, real quick, 100% reach. So what happens within a group with posts? How many people see it? What’s the algorithm
we get between 30 and 100%? Reach on every post. Most of our posts where we’ve got 813 members, most of our posts within a day are getting four to 600. Reach. Love it. And if you think about it, any group that you’re a member of every time they post in that group, you see it at the top of your Facebook feed, whether mobile or desktop. Yeah, so it’s like a postcard eat the way I look at it with a group. If you send a postcard out every week, if someone picks it up, looks at it throws it in the trash. They still saw it. Yes, they still thought. So he mentioned on my show before. I have I’m going to From now on I started looking at the day and I really liked it a lot. So basically, it’s like a postcard that goes in the trash, but they still saw it. So when you post fruit, even if they don’t like it or comment because most people don’t just like most people don’t complain at a bad restaurant, they just don’t go back. So even if they don’t like it hit the like button, they still see it, it’s still an engagement. So some people will like it some, some people will comment. But what happens is new people into the group, there’s, there’s this dynamic where they see that you’ve got 800 members in your group, or even if it’s 100 or 150, it doesn’t. Not everyone’s going to be like me where they’re going to, you know, blow everything up. But even if you’ve got 100 150 invites, if I invite you into my group, and you see that there’s posts, people are commenting, you see I’ve got 150 members, what that does is it solidifies in your mind that I’m legit. Yep. Right. So it’s it’s all it’s it’s another form of social proof, Mike.
Yep. So here’s the
on those guys let me he has 813 people statistically 10 to 15% of them are moving so we’re looking at about 80 to 120 moves, you’re gonna have some rents in there, but 100% of the 813 have the referral for him he becomes more referral the more he’s referral more marketable he becomes you got to remain on top of mind for this stuff you guys and that’s what it is very well said. I always say that same line will I’m like if I don’t go direct mail has always been one of my top lead sources and the reason wasn’t because of direct mail it was because direct mail gets a 100% reach and even if someone throws the postcard or the letter in the trash before they stood this you still physically engaged with them they still took mental acknowledgement of your existence. And as long as you have that you attract business. I mean that’s this isn’t rocket science. This is mathematical. What Will’s doing is no differently than what Bed Bath and Beyond does with their 20% off coupons you guys he’s just doing it on Facebook Bed Bath and Beyond sends you guys these coupons every month but no one brings them to the store to actually check out with them but at the same time no one throws them away either. When you get to the store you scan your email for the same damn coupon if Bed Bath and Beyond stops farming their cast customers who have coupons, they stop getting referral business that’s what this is about. You must be everywhere all the time. It’s so important with attention nowadays to maintain it because it’s very easy to be forgotten about. Well I’m going to go out and take a wild wild guess and you probably don’t log on to Facebook too much and see a bunch of people who bought or sold without you do you
know i and before my group I would wish people happy birthdays and stuff but I don’t even use Facebook I go on there every night for about 15 minutes in a very structured way. posts I comment I treat it just like a client event every day.
So you and you do it you have a structured per night like what’s what’s like how much how much time are you spending cuz this is what I hear all the time with agents like I don’t have time for social media. Dude, you don’t have time not to be on social media is my answer back like it’s either do you like money? Do you like closings? We got to adapt to what’s going on you guys. How often give me the timeframe that you’re spending on social Alright,
here we go. I Okay, so I’m spending face it. Here’s the cool thing in Facebook group, they have a scheduler so you can actually post your content weeks in advance, okay? But it takes maybe it’s a, it takes maybe 30 minutes a day a week to post the content, I go on for 10 minutes a night with my laptop on the couch before I start watching Netflix. And I just flip on there, see the notification, open my group up, go through, and my team does this too. And I have an ad and I post all my stuff myself. So anyone, realtors are just saying, Oh, I don’t have time for this, I have a team of six, I have two businesses, I sell 80 homes a year myself, manage my team oversee 217 transactions still post to this and still have time and I go away for two months a year. So it’s a and Jeff beezus is makes billions a year and he does more than all of us. So it’s just a matter of prioritizing. So I go on 10 to 15 minutes a night. And I just like the post and I just like walking around a brewery when you have a client event, you walk around and see, you know, shake hands, it’s Facebook’s created a tool that you you can use. It’s just like face to face interaction. In fact, COVID made it that COVID made it that way. People have used Facebook and Facebook groups to replace face to face interactions. So you can now have a group in my case 800 human beings. I mean, think that’s like 800 Yeah, I mean, that’s a massive amount of people with one post, I can hit everybody. And then all I got to do is to chat with them. It’s the easiest thing ever. And it’s not a magic wand. I mean, we do all our other stuff. We’re having a client event, we have a real newsletter that we mail out, we have, you know, we call in text our clients quarterly. We do all that stuff. I do some Facebook retargeting ads, you know, to just travel around, I mean, on the follow them around, rather, but this group has just become the engine of our it will be over time the engine of our business because everyone’s on Facebook every day, whether we like it or not. Yep.
Do you have the statistics on personal page? Reach?
Yep. So in 2018, Facebook changed the their algorithm. I only know this because I was I you know, I spent a lot of time researching this. The Facebook personal page, the algorithm change, there was a lot of complaints with Facebook users that, especially during political times, that people they don’t they don’t like the bragging, they don’t like seeing everybody else’s kids being smarter than your kids. They don’t want to see, you know, all food. So basically, people were getting off Facebook because they’d see 100. It was overstimulating, they see 100 posts a day. So in 2018, they changed the algorithm so that they only showed you posts of other people who they determined that you have a relationship with you like their posts, they like yours. So statistically, I think it’s about isn’t it, about 15% of your posts are going to be seen by 15% of your friends will see any given posts, so realtors that are using their personal pages thinking that they’re bucking the system, they and they’ve got 1000 Facebook friends, they’re getting the same ones are seeing it every day. Yeah. And you can change that by putting type or copy, you know, like the things that they tell you you can do you can be Facebook algorithm, well said.
So let’s just let’s just dig deep with that. So like, and this is the reason why a lot of people I believe, don’t post too much on social media, they think they’re feeling Oh, I’m being annoying. I’m being annoying. Well, first off, if you’re posting annoying shit, and yes, you’re being annoying, but you have to realize that money, nobody’s like 85% of your quote unquote friends aren’t seeing your stuff. Right? And the only reason like wills 100% on the money here, you guys. It’s about remaining present. Okay, so if 85% of your referral sources or your sources of business are not seeing your content, there’s someone else’s that they’re saying, trust me, you could trip over a real estate agent just about any market in United States. So it’s not a matter of if you’re not marketing them, trust me, somebody else is and that’s the same damn reason why you log on to Facebook and you see little cousin Billy, that little prick who just got his license took the $2 million listing from you. You know why? Because they forgot you exist and Billy has bloodline relationship with them and blood is thicker than water. Attention is monetary attention is the new digital currency you guys and all he’s really doing is digital door knocking this database to a Facebook group. What’s the difference between him knocking on a door and dropping off a seed packet or a pop by then just showing up every day on social media.
The differences is that he’s doing it more frequently because you can’t drop off a social media seed packet each and every day. You burn out all day, man, you you’re speaking my language because again, I’m in my business it for me, I want to be as efficient as possible. You know, we did $1.6 million in GCI last year. My three of my five team members are salaried. And so that’s a whole other conversation there w two employees. So I have a very productive little little team and I just found that the Facebook group enabled me To stay in touch with them every day. And I’ve said this to my team in order to get them on board, like you can’t go drop off American flags every day, you can’t text every day, you can email every day you can’t. Anything that you’ve done in the past, you can’t do every day. You’re on the platform that they’re on already. And COVID has made it so that people because they’re not at work with their phone, they can look at Facebook or tik tok all day long. And the people that are in the decisions in the households are going to be middle aged people in their 30s 40s 50s 60s 70s. They’re all on Facebook. So if you can engage them every day, our posts, honestly, we’ll have like, pictures of four different vacation homes and say which one do you like? Or we’ll say? What was your favorite? What’s your favorite song? If you had a theme song? What would it be? What’s the worst movie you’ve ever seen? You’d think that that and I’ve had people say because I’ve got other realtors that I helped with this quite a lot of them. And they started off saying, well, this isn’t real estate, I’m thinking. If you clear a room, all you got to do is say I just listed a house, we got 56 showings and 27 offers that sell for 100 grand plus, you’re going to clear the room. You might as well drop a big fart in the pants. That’s what’s going. It’s repellent. And it’s sending the wrong message. It’s sending a message to buyers saying I shouldn’t buy and sellers saying we don’t need you.
And I think there’s a third message. I think you feel like a piece of meat like, well, when’s the last time you invested some money with like a financial planner or something someone you gave money to? That was just all over your shit until you gave them money? And the second you do, then they disappear. And then you’re subconsciously whether you’re not you want to admit it, you’re thinking outside of, you’re thinking to yourself, like wow, that guy’s a total dick. I now know what he was all about. This is the way people think you guys, like 80% of clients and homebuyers. The reason why they don’t use you again is because 80% of them forget your fucking name, period. Right? So if you How are you going to run a referral based business where 85% of business comes from people you already know, like and trust. Without staying in touch with the people you know, like and trust. This entire business is a giant popularity contest because 78% use the first person they come into contact with that just happens to be someone they know or they’re referred to. There’s a direct correlation with that. Why do you think so many people because the way your your it’s so it’s it’s simple, right? This isn’t rocket science. It’s a popularity contest. And so many people want to make that largest investment with someone they know like and trust. They don’t want to do with some slick salesman that won the top award for the most closed units in a year. They want to do that with someone and be like, Hey, will you please talk me out of if I’m making a bad decision? And most of that happens through one on one belly to belly personal relationships. I love it. Man. Can I add one thing to what you were saying? Yeah.
So what I’m, I get somewhat neurotic about I don’t want to ever wake up and be like, Al’s VCR repair shop. Okay. You know, we have a moving truck that we loan to our clients. I’m in a sea of large brands, and I have an independent brokerage independent, not powered by anyone. It’s Penny real estate. And we bought a moving truck. We started a staging company, you know, so we’re, we’re trying to add add, add add value, but the big thing, the thing that got me really sweating, is that come Dave Ramsey, homelight, effective agent, fast expert, ideal agent, Zillow, those companies are advertising on television, you have to get to your people before you Okay, so it’s not just, you know, nephew Billy, who’s been licensed for six weeks, and they hire him because he’s blood. The biggest thing that these realtors need to be aware of in this day and age is that there are people spending millions and millions of dollars to get in front of your clients before you offering discounted commissions high, you know, big time agents at a discounted rate. And I take referrals from some of these companies. And I started thinking last year, every one of those referrals I get where they hire me because of the connection with this third party company that takes 35% of my commission bought a house with someone else. And they didn’t call you know, and I’m here now because they called fast expert. Why did they call fast expert, faster? It’s a fine company. I’m not I’m just saying But why did they call them because their agent if their agent would have stayed Top of Mind on a daily basis and stayed in their head and kept the trust level high? They would have never called fast expert in the first place.
Yes. Nobody cares about these discounts either you guys like people don’t people don’t care why we charge it’s just a fallacy. They care that what they care about is that it’s justified at the end of the day, like if you help sell if wills and kick ass agent and he helps sell someone’s house. Do you think that someone is really going to care Have a point five difference. They don’t at the end of the day as long as they feel like they got the service that they paid for. It’s no differently than when you go to a really high end restaurant. You go to a five star restaurant. I mean, well Mike go out to dinner next time he’s in San Diego or if I’m ever in a cron is a Korean,
a Korean. It’s accurate, man, but I bless I’m going to San Diego I love that city.
So but Dude, it’s is this it’s so right on. So like, let’s talk about brand, because that’s what we’re really chatting about here. My favorite topic. So there’s only one way to compete against these because this is coming down the pipe the interruption isn’t going to change this time. The difference between now and 2007, you guys is very simple. And the one if you’re sitting there thinking, Oh, these interrupters are going to disappear at the next shift. They’re not because the difference is big TAC in Wall Street is involved in this and they have endless amounts of money. And right now they’re drowning the airwaves, because they’re backed by venture capitalists that will fucking outspend you every minute of the day. And the only way you’re ever going to compete back against big tech is very simple is through the relationship you have with your network.
You are 150% spot on, which is why again, this I don’t care about the tools. But you know, the tools I use are the ones that I feel are the best way to stay in touch with the most people in the most efficient way as often as I possibly can.
So let’s talk about content a little bit. And why is it I blame the gurus dude, like I blame, you know, you guys are I blame the gurus on trying on the slick salesman stuff because I believe that like what’s happened and will you’ve been doing this video a little bit longer than me I wasn’t when I started but the at that time you used to have to wear a suit man like I would walk down city Chicago wearing a suit and have to dress up like now you see me in sandals, ripped jeans and like a T shirt that probably has a coffee stain on it. But the reason I think social is really personalized the business but I do remember like this level of professionalism. I’m not saying you don’t be professional, but there’s a way to be personably professional, professional within the business today. And people it’s true people don’t care like they don’t back then they used to assume that you had to be with a big brand. They would think that the brand had something to do with the sale today that’s flipped upside down. Will’s proven it in his market. He just said he’s a small independent brokerages, he’s probably competing against kompass and realogy brands and all of that other stuff because the consumers don’t give a shit who they hire to sell their house, all they want to know is the peace of mind that their largest investment is going to be taken care of. And that’s exactly why you lose a couple deals to Aunt Susie, the blue haired realtor who got her license but doesn’t know how to log on in the MLS yet, or little cousin Billy who just got his damn license and doesn’t even know how to input a listing. Relationship Trumps all it always will. And this business will always be belly to belly.
And the process is bigger than the product, which is why we’re always gonna have jobs if you want to stay relevant. We are not going to be eliminated by technology, it would have happened by now the comparison between us and travel agents makes me ill the process is bigger than the product the process getting is becoming more complicated, not less. And all the technology has done is shorten the A to B which is I’d like to buy a house and finding a house from okay I found a house offer to closing has gotten more complicated and technology hasn’t changed any of it nor will it anytime soon. Because the banks aren’t going to let that happen. unless everyone becomes a cash buyer. You’re not going to have people just opening up houses on Zillow lockbox and going in by themselves and entering into a you know, a million dollar or $100,000 transaction on their own with a tablet, they’re not going to do it the process is bigger than the product. And that’s that.
So the sunglow Bob, big picture, this is right on this is the stuff you guys got to be looking at. Like there’s a paradigm shift. I do think, you know, there’s there are adaptions that you need to make. But ultimately, people are going to hire you, not the brand you’re going to be affiliated with or whatever it is you do. But what are you seeing in regards to commission compression because here’s what I think is happening. And I think it’s a real thing. So I get people in Arizona people all over the country that we do radio work for. And I see what’s coming down in Arizona just happens to be ibuyer Central. Okay, Scottsdale Phoenix, specifically, every ibuyers there which also means what? That there’s a lot of money being spent on Airways, there’s a lot of money being drowned on the airways. As a matter of fact, the average if you guys aren’t in Arizona, if you are telling me if I’m wrong, please write into the show. But from what our clients are telling us is that the average commission is not 4% 2% each side I don’t think that’s coming back. And that’s a direct result of every eye buyer being in that marketplace. Guru having and it’s just ground zero for I buy in and alternative ways to buying or selling real estate and commission compression is They’re, it’s their test market, you guys, and it’s going to be in every single market in the future. Now back to this, this is what we’re talking about with these airwaves being drowned out why you have to fight back. But you don’t need to spend the same amount of money as they do, you just have to stay in front of your core 300 202 50. And everybody has one of those. Every person, there’s a great book out if you ever read this books by Joe Girard. He’s the world’s greatest salesman, and this guy was out of Metropolis Detroit. And he had, I think he still holds the Guinness Book of World Records for the most used car sales, ever. And I believe it was 343 sales in a course of a year from a Chevy dealership. Now these were not sales. These weren’t box sales. Like if I get a condo listing with 40 units. Great. That’s one listing, right? Not 40. But this is individual belly to belly. Now, here’s the centerpiece of his whole thing, which he calls I think he calls it the rule of 250.
He goes, listen,
I don’t care, I never cared about selling the car, because each car I sold was just a stepping stone to the next transaction. So what he cared about was that he knew that every single person he helped buy a used car, that that person had a group of 250 people that he wanted to be introduced to. And the same thing he told me call that 250 people he would be introduced to, he followed that philosophy because everybody knows someone who’s going to buy a used car that year. Well, that’s how we sold 343 deals in a year. So my challenge to you guys is this. When you you don’t spike the football, after you close the first transaction with someone, you spike the football after you delete after you’ve closed your third or fifth either directly or indirectly from referrals you’ve gotten when you’re playing the long game in this business. There’s a reason why some people in your market that you may despise your like houses do selling more houses, it means a complete moron. Well, he’s a way more popular than you are. He has a better connection with his database than you do. People know who he is nothing that you can overcome those. So on if you work at Don’t overthink this stuff you guys like the relationships we have as monetary. I used to tell my agents, every relationship we have, and I I don’t think you could put a value on it. But I used to just say, for time sake, let’s just say every person you know, you look around, look at your Facebook list. I believe everyone’s already a millionaire that they just haven’t collected their income yet, because it’s still sitting in the accounts receivable sections. And why I say that is because the average person buys three to five houses over the course of their lifetime. So if I start working with somebody, my goal is not to sell them one house. My goal is to sell them three houses five houses over the course of their lifetime. But I have to remain in relationship to make that happen. It’s short change, just revalue our relationship at $25,000, though, because three to five houses over the course of their lifetime, I’m going to make $25,000 off of that. What I cannot account for is the amount of people they can introduce me to that I could do the same fucking thing with, that’s where this business is at. And that’s true leverage in attraction and building a brand and that’s why you need to do it in the first place.
You are spot on once again. According to the NAR the average person runs into three people a year who move. Yeah,
yeah, that’s three, I just say that everyone knows someone who lives somewhere and they’re gonna refer someone right? Like everyone refers someone or something like they’re gonna you’re gonna get referred. So the question is, is it gonna be you or is it gonna be cousin Billy
67 according the NAR again, if you can believe any of that 67% of home sellers rely on a personal referral. Seven out of 10 home sellers work with the first agent they talked to. Yep. And we’re talking about seller leads. And you know, how do I get some seller leads? All you got to do is have several 100 human beings who trust you and stay in their heads every day.
That’s it. You’re 100% right. That’s the that’s the business. You have to be in multiple touches. Like you’re not just using Facebook. And if you guys pick this up, he’s sending out newsletters. That’s physical, that’s direct mail, and he’s still sending out emails. Yeah. Great. I’d Very well said dude,
when everyone else is getting drunk on July 4, I’m sending out text to my core advocate saying hey, Happy. Happy July 4. We do have a beer that while you’re doing that, at least like you have a little bit of fun with that, will you? I’m pretty skinny. I run a lot. I can drink three corps lights before you don’t think I’m funny.
Very, very cool, dude. I think he fucking knocked us out of the park. Folks, I want you to listen to what he said. And really take it to heart. I just did a video in a sort of a spoof video but I come out and like it is time to declare freedom from all the lead generation strategies that just don’t work anymore. And I go through this like big tirade, but folks, I mean that like stop chasing the shiny objects in this business that cost 1000s and 1000s of dollars away every armina month. People there’s so much wasted money in this business because I believe people are chasing a bunch of strangers versus just staying in front of people they already know and that’s why we you know, four out of five people don’t make it past five years in this business you’re taught to chase the wrong people. That’d be like me opening up my taco stand and telling me stallion someone to sell me the wrong meat to make my tacos with that’s exactly what’s happening. So we’ll Why don’t you go ahead and talk to tell everyone how they can find you because you also have a coaching program on this that you can help people build this Facebook group if you like. So why don’t you tell them a little bit about that? And then yes, just wrap.
Thank you so much, Mike. So I did a webinar for my business coach in January with his top realtors about starting their own Facebook groups. And everyone afterwards says, Well, how do we come up with content? How do we be consistent? So I started a company and again, I’m still an active realtor, man. I’m not some guy on the outside. I still sell houses. I was on two listing appointments today, I’m not going anywhere. I started a company called social orchard, SOC i l orchard, oh, i o AR ch AR D social orchard.com. And basically, we you can go to that website and get a seven day free trial. Get all that we give you all the content for a month and training videos and help and it’s cheap. It’s $89 for solo agents 149 for a team and then we also HELP loan officers because we have the loan officers they actually give the content to their realtor partners to take the control back and they have the realtors endorse them in the group once a month. That’s three and so if somebody wants help with their group I’ve got a bunch of I’ve already got a few dozen realtors big teams that we’re helping and no one’s bailed out yet they they like it because it makes it easy for them and it’s cheap. Love it dude.
Thank you for sharing this dude. Really good and it’s guys right out and make sure you follow him on social and check out his stuff. And folks Thank you for listening other episode The real estate marketing dude podcast. Folks if you need to get on video that is exactly what you do. A lot of topics we talked about today we like farming our stranger or our network with video content. It’s another way you become unforgettable because nobody cares about or no remembers what you say they remember the impact your presence makes and that’s really what video does videos not lead generation it is impactful. It allows you to stay on top of mind so people can’t forget who the hell you are and more importantly what the hell you do. So you have to become more referral before you can ever attract business and that’s exactly what we help you with. So if you’re interested in learning how to script at and distribute more videos you don’t need to hire a bunch of lead generation companies you don’t need more leads you need more dudes you need to call us up and visit us at real estate marketing dude calm that’s real estate marketing dude calm thanks for leaving your reviews once you go ahead and follow us on our social platforms as well. And if you’re really interested in something else we’re doing you want to find another way to attract listings you should check out our new course called listing advocate and listing advocate is all about adapting multiple options to your listing marketing plan so you could beat out these fucking AI buyers and offer the same shit you are they are offering you you just have a whole lot better terms. So two ways you attract you offer something different or you stand out above the rest that’s it this business is very simple. Thank you guys for listening other episode. We’ll see you on next week’s show. Will pleasure dude. Thank you guys peace. I really