Sometimes you need to be more than a realtor, you need to be a local celebrity brand. This means staying on the forefront of your database in more than one way. Don’t just talk to your clients, love on them.
Amy Stockberger, founder of Amy Stockberger Real Estate, is the Broker/Owner of one of the top 50 highest producing teams in the nation. Amy and her team have helped thousands of people find their dream home.
Three Things You’ll Learn in This Episode
- How to diversify your offering.
- The difference between marketing and advertising.
- How you can stay top of mind with your database.
The Listing Advocate (Earn more listings!)
So how do you attract new business, you constantly don’t have to chase it. Hi, I’m Mike Cuevas a real estate marketing. This podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It’s your job to remind them. Let’s get started.
What’s up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, what we’re doing here today focuses, we’re going to talk about how you run a local celebrity brand. Start loving on your clients, not just loving on your clients, but obsessively loving on your clients, and how and why that turns into business. Before we introduce our guests, I’m gonna paint the picture very, very clearly for you guys. And
the client experience matters period. All right, people don’t remember what you did from remember how you made them feel. And the highest likelihood of generating more business in a real estate transaction is during the transaction with a client. The number one goal of each transaction that you’re doing when you’re working with a client is not to sell the house. That’s the number three goals. The number one goal is to first impress the client so you can lock them in for a long time and repeat business. Number two goal is to create spin off business from that transaction so you can make more money. And then the number three goals actually sell the house and close the deal in that order. Now, what I want you to challenge you guys with today is what did you do during the course of the transaction that people actually remembered? Because that’s what we’re gonna be talking about today. The reality is that 80% of buyers forget their agents name within six months of closing the transaction. And in a business that’s dominated by 80 plus percent, being referral. Using the past or people you personally met, it is impossible to run a long term real estate business without running a business and building a brand and creating an experience that people come back to. Can you imagine
to like a Michelin restaurant
and having a shitty experience?
No, that’s why you’re paying $800 A plate. And people will gladly pay for things and will gladly refer things that they enjoy that other people will enjoy too. So what I want to dial in today, so much is about the customer experience and how you’re conducting yourself throughout the course of the transaction. And that’s what our guest today is going to chat about. So without further ado, we’re gonna introduce our guests coming straight out of Sioux Falls. I think it’s South Dakota, South Dakota. Amy stock burger. Hi, Amy. How are you? I’m great. Thanks for having me. Mike. Why don’t you tell our listeners a little bit who you are, who the hell you are, what you do and where you’re at. And we’re gonna get into this questions about what you’re doing with your VIP program that had you guys close it what 159 closings last year? So like, we did 559 559 Whoa, 400 Okay, yeah. Go out again. Introduce yourself a little bit. Yeah, I mean, me stockbroker, ami stockbroker real estate. So I’m a broker owner of a team ridge. So we still run as a team. I’ve been doing this for 22 years, my husband and I run this together, we’re family owned, we have a tenure of our agents of about an average of six years. So we have a system and strategy to keep our process sticky for agents as well as a lifetime leads strategy that keeps our business as a referral based business. So working with the clients that we want to work with, they don’t drag us down. And having that referral, this base business being the the far, far screaming majority of our business, providing lifetime home support, which you said it. It’s before, during and after. That’s what we really excel at. And that’s what my whole model is built around our foundation is being there for our clients before, during and after. Because the before and the after are oftentimes more important than the during it’s that relationship base. Yes. And that’s a more one of my brokerages core core values is that we’re relationship based people because humans crave that they crave that relationship and know that they’re being cared for and taken care of for life. And by doing that, we turn our clients into referring machines. So I actually termed the the term lifetime lead strategy because that’s what I built my foundation on is that it uses unique propositions to stay top of mind as our clients lifetime Home Support Team, which results in them being our lifetime referral partner. I like it. Um, I actually met Amy, and I didn’t know who she got, I get we get I tell you guys every week you pitch on the show. Oh, really? Sure. We’re gonna show most we want to sell the shit. Great. If you have good content, you come on the show. But I knew Amy from somewhere. And the
second time I talked to her I was like, Hey, I know you from somewhere and Amy’s in Sioux Falls and Ramsey if you’re listening to this, I’m calling you out right now.
We’re doing videos for a guy in in Sioux Falls. Ramsey we blew his shit up. We got him picked up on the news within 10 weeks of starting video. He got picked up on the new station brand new agent crushed it and then he stopped doing video. Listen, dude
Whatever brings you to the promised land you never stopped doing, you double down on that, because this gal is now kicking his ass, because she just started doing consistently and she got into the game probably eight months after him. And you just blew him away because you started creating more content and all that. So we’re going to talk about your content creation a little bit. But hey, I gotta call you out Ramsey because I told you what not to do. And now Amy is eating your lunch. So don’t let her eat your lunch anymore. Okay. All right. So let’s get down to the work can work for my brokerage, let’s go together, come over here. That could also be an option. All right. So what we what’s so impressive with Amy’s doing you guys is that she really understands customer experience. So we’re gonna dial this in. And Amy has not only several different profit centers around the transaction in addition to commission, but she positions herself as like the one stop shop and so many real estate agents say this Oh, I’m a one stop shop. No, you’re not. Here’s what a one stop shop is okay. You have the attorneys, you have the contractors, you have places to buy heating lamps, you have rugs, you have carpet cleaning, you have movers, you have this, that’s a one stop shop, like actually having every resource surrounded around home remedy is the one stop shop agents who claim their one stop shop, a lot of them are just like, oh yeah, I help people buy, sell and rent. I’m a one stop shop.
That makes sense. 100%. So how are you guys just one stop shop, I want you to tell everyone from yesterday and I want you to walk through and I’m a buyer or I’m a seller, what’s the difference between you and everyone else so everyone understands what your unique selling proposition is? Okay. Besides being the most specialized experts and connecting buyers and sellers, investors Reapers within our market, we also have a lifetime Home Support Foundation. And what that means is our clients get access to our VIP Club, which is one of the pillars of our lifetime home support. We have a lot of pillars of them, but that’s one of them. So one of the pillars is that our moving trucks, they get free access to our moving trucks buy or sell one time free access for life. We have a enclosed trailer as well. We have moving supplies, there’s a pain point and moving no matter what price point you’re in, whether you’re in a 2 million, or you’re in that 200,000. So I have people who are sold houses to 20 years ago who come back and use my trucks to go buy a couch, they don’t want to pay 100 bucks for on a $10,000 couch so they get access to our moving trucks. But when I put that moving truck VIP part into our pillar into my business, I also monetized it right away. So I make money off of my truck right away even though it’s being used by my clients. That’s the foremost the fourth most important part of that filler is I get client experience out of that it has the second part is I’m making revenue on it. And then right next to that is my market share and getting because my branding is out there on everything. So my trucks are on the road, they get 600 impressions per mile. And it’s it’s monetized going you bought a truck, moving truck. I’ve seen people buy moving trucks and then usually like the time they let the clients use it as either just part of the move. But you actually keep this moving truck open for any client to use it at any time. Yep. And and you charge for it too, right? What do you make more money on? Yeah, we charge advertising space on it so so I sell the ad space out to my affiliate partners. And so we have two trucks now adding our third and 23 and we also have an enclosed trailer and a flatbed trailer but again, everything has my brand on it My brand is part of my soul. And if you’re not branding, your your business you are missing out on so much. I think that’s a big you, people. Yeah, if you’re not branding your business, you’re just a salesperson chasing the check. Oh 100% 100% And if you’re not into speak to lifetime home support, same thing with just chasing a check if you’re not in this to really help people it isn’t going to last anyway. So So again, our foundation is Lifetime support. So we got it that was our first pillar but almost at the exact same time and my VIP club, I decided to add my party and tool sheds shed concept as well. And basically what that is is anything that they would ever need to have a party so banquet tables and chairs, bouncy houses, commercial grade food warmers, cotton candy, snow cone, popcorn, hot dog machines, so splattered anything but what I did with all those though, is I blasted my brand on all of them. So I have my stickers everywhere so people go out they’d get my stuff can rent it for free for their parties, graduations everything. They have all their friends and family over my brand is everywhere. Where do you get all this free stuff? Maybe stockbroker? Why would they not use this? So you buy you buy? That’s genius. So let me make sure so everyone understands us. So you got so one, you have a truck that you sell ad space on and you give to your clients for free to trucks and you’re going to be three then you created basically a party rental company that you let your clients use again for free. So if I’m having my kids graduation, I could call you up and get a bouncy house. And and some tables and chairs. Yes. And some heat lamps because I’m freezing my ass off in South Dakota right now. Yeah, you can get all that but because because we like we have over 2000 reservations a year from our VIP program. I had software created to make it a one stop shop for our clients which I’ll jump back into but again my
As team leaders in brokerages, you have to think about the consumer mindset, after they buy, you need them that the reason we advertise, you know, I did billboards forever and ever and ever I spent, you know, 25 to $30,000, a year on billboards, and those billboards were out there not necessarily to attract a new client, they were out there to remind the people who already know liked and trusted me to refer me to all their people who are making life changes. Yeah. So the software I had created is a one stop shop for my team leaders and brokers. Because again, once that consumer is done with a transaction, they’re not going back to your website. They were there to research you, they were there to look at houses, they’re not going back to your website. And they’re either looking at your social media, yes, of course, they’re out there looking at those things, but you need a place that’s engaging for them to be that you’re top of mind. You know, a Millionaire Real Estate agent said it the humans had two spaces in their brain. For realtors, our job is to pop the other one out of their brain and just stay forefront state and stay relevant for them. So I had software created, where our clients can go out and get access to all of our equipment, they can prove that their own time, make the reservation, all my feeds, my social media feeds are up there, my blogs are up there, they can refer us easily they can review us easily they can check out our listings, I sell ad space on a tour HST our home support team partners, and it just keeps us relevant and top of mind in front of them. So they can do that with our party shed our moving supplies, which we also have boxes and things like that, that we give out for free. The boxes branded to I don’t we just burned up on Amy, you’re slipping.
I burned through them so fast because like she says get them get them going. But then then we have our tool shed. So our tool shed is consist of things that people don’t want to rent buy or store that they’re going to need for every season of homeownership. So it’s like wheelbarrows, ladders, different tools. We have commercial grade paint sprayers, carpet cleaners, things like that, that they can come in use for life for free as well. Interesting. Sounds like what you got your own little Home Depot? Exactly. Commercial grade, you know, fans to get water in their basement. We have the carpet fans, we have the carpet, stretchers. I mean, it’s literally anything that they wouldn’t need for homeownership. I have and let me just rewind real quick. All right, this is the third VIP product that she has, okay, look, do you not notice what she’s saying here guys, is the content of the show every single week is top of mind, top of mind, Top of Mind top of mind, we have to be marketing, always art marketing isn’t advertising marketing is a subtle reminder that you’re still there to remain on top of mind. Because if you’re always advertising to your database, you’re just another, you’re just selling them stuff and they’re eventually going to tune you out. Same way, if you talk about work with your wife all day long, she’s going to tune you out too and start cheating on you with the milkman. So the whole point of being is that you have to remain in communication with your database. Not always through verbal, but sometimes through visual sometimes through social all of the above. And what she’s doing is she’s interjecting her brand, into a value added proposition around home remedy. So number one is you have a moving truck for any and all is like I just bought a couch or not a car, I didn’t buy the couch, I was going to buy this couch, I want to buy it off of Facebook. But this a great deal, I’m gonna put this thing in my garage is perfect. But I didn’t have a truck to go out there and like pick it up, and I wasn’t gonna hire the truck to go and pick it up. So it’s better off just buying a new one to have it delivered to me. So in your case, you’re saying, Hey, I have all these I have this truck you could use whatever you want. That’s part of being a client of mine is this the right role that you have has a party thing. So if you have parties, you can rent her stuff and because that’s something that you would do at your house, obviously, she has a tool shed for like that’s, that’s amazing. Think about how many people need to clean their carpets once a year and what who’s going to not hire you
ever if you’re giving them all this stuff for free. So that’s product number three of the VIP program. So there’s three so far. And again, keep in mind that that this is not just for that first time second time buyer I have I tell the story all the time. I have a physician, a physician I work with this one just slays me because he can afford to buy rent and store anything he wants. He’s never done it. He comes down he wants something new to my club. I add it in I put it in there because he’s here using knowing that he doesn’t have to deal with that shit. It’s just all there. And again, my name is on everything. I have stickers big and bold. My brand is everywhere. So there’s it’s not even on like the carpet cleaner. Like your stickers around the carpet cleaner. I’m thinking of the one I just bought. I bought I rented from Home Depot. Like last like six months ago, I was doing the carpets in our house and ran it from Home Depot which they never worked by the way. They’re always broken. Yep. And but you would have like your stickers all over that. Oh my gosh, I have them everywhere. And since I’ve done this for so long, I started my VIP club end of 14 beginning of 15. We know what products are durable in which ones consumers our clients want and need. So we’ve we’ve already done all the heavy lifting on this because we’ve been through the equipment. We know what bouncy houses suck. We know which ones are gonna last half the summer. You know we have all that taken care of like it. All right, do we have more
than we have a discount center that our clients get access to for life and this has a lot of additional lead generation attacks.
add to this, as does my truck, and my party and tool sheds. But it’s a discount center where our clients can save over $5,300 a year on big brands over 100,000 big brand products and in retailers like Nike Walmart, Under Armour, there’s free travel in it, there’s free hotel stays, it’s just a really great product that they can implement in to their normal buying of what they’re going to get throughout the year. And they also get cashback so they get a discount center that I bought exclusivity for all the South Dakota, nobody else can offer that up in South Dakota.
Gotta get that. So I’m looking at like, this is probably equivalent. I don’t know if I have one here my wallet I’m looking but I got a I think this is for my one of my kids has like a I think it was the baseball or soccer league, where they give you like a card that has like a 15% discount towards the following retails retailers, right. And like ones like the bagel shop, one’s a local pizza shop. And as long as you have this card, you can always get 15% off. And so same concept, same concept, but it’s national retailers. So it’s the big brands, and you can get up to 85% off on some of these big brands. Same concept on that, though. Correct. And then there’s a lot of you have your own.
You have your own Costco. Yep, we have our own discount center there. Yes. And then another part of it is my home support team partners. Again, there’s a lot of a lot of seasons of homeownership, and they need a lot of different vendors, services, things that are going to come up during the all those stages. So what I’ve done is I partnered with, I feel the best of the best. And we’re constantly growing our home support team, with every type of industry that our buyers and sellers are going to need throughout those stages. So obviously the lenders and inspectors and title companies yet, but we have H back we have young carpet cleaners, we have restoration companies we have we now are putting you know services on there. We have restaurants in there, we have entertainment venues in there, we have all these, these people in my home support team that we’re offering up to our clients that give them preferential treatment, because they’re a stockbroker, real estate clients, and oftentimes preferential pricing. So again, and I have one in my my software I created, it’s just that one stop shop for them to go to, to have access to all of these things right there. So they also get access to that.
Anything else in this VIP? Well, then another big thing on this is what we do, again, just thinking as the team leader broker on this, we offer all of these things out to nonprofits for free. So again, great, it’s great for your community, give back data. And that’s what you want to do. And if you’re not an entrepreneur who wants to give back to your community, again, you’re not in it for the right reason, you should want to do that. So how do you get back into your commissions as a broker to one of these charities on top of that? Yep, so CASA is one we give a percentage back every month to our Casa that’s a big part of my heart. I worked in an abuse shelter in college. And now the director of our local Cassatt actually was one I worked with back in the day and she’s she does such an amazing job with our kiddos here in town. So yeah, we get a portion of everything every home we sell we as the brokers give back to Casa. So I mean, just the loan on that I’ve seen people we created pro get back programs for that are just millionaires today, because I think that’s how God repays you, but it’s just
wow, like, you’re literally chucking on all cylinders, the
art she’s got, she’s
going, all right. This is not a new concept. But this is when I don’t think is really used to the level it can be used is your client events. We host big client events in the give back we have on that is huge, I usually get anywhere between three to four new leads every event we do from these people, again, who can’t it’s a law of reciprocity, my entire foundation on top of giving, serving and and wanting to build my business is, is again the law of reciprocity, they somebody gets something they want to give you something back and kind so they it’s just making them more obligated just by human nature to refer us and review us. And so like our client event, we just hosted our 17th annual Turkey giveaway and we do a free Santa Claus pictures at the same same thing we gave away close to 600 turkeys, we had over 1100 clients in our building, which was friggin amazing, you know, to have that many intercompany events per year are you guys doing? Well, we do a minimum of three this next year we’re going to be doing six we do a lot of little ones. But we do three big ones. We do our turkey and Santa event. We do an ice skating event, and we do it on an ax throwing bar. And so we do a date night a lot of our kids kid based and so we shut down our bar and let them throw axes and give them drinks and food and have a
beer you can’t go wrong with beer and axes like no matter what like if you give me some beer give me an x go with it like your You had me at beer
in September when the when the parents are like, Oh, we’re going back to school. It’s time for us to go out.
Smart. Yeah, so
Let me just sort of unpack here for the audience, you’re creating a whole lot of different local community based services that keep you at the forefront in a value serve first way without ever having to talk about real estate’s genius.
Now, this doesn’t happen overnight, I’m gonna segments a show into another direction in a second. But I’m sure you started one of these at a time, like you probably started with a truck. And then you started with this. And then you went over here into that just so people don’t feel overwhelmed, like you could do this, you guys. There are so many different transactions circulating around a real estate closing, that it represents roughly 25% of the services or the workforce in America. And like, we don’t think that way, though, typically. And the reason why you have so many of these, like, a lot, some of them are going out of business now. But the reason why you’d have like, the Zelos, and the open doors, because they’re making money on the escrow and the mortgage and everything else around the transaction, not necessarily buying the transaction, right. So this is a mindset shift, I’ve seen a lot of people look at selling solar, we’re about to start selling solar leads to real estate agents, because they’re making money on solar. But that’s another ancillary service, maybe not in South Dakota. But that’s another ancillary service that is a profit center that a realtor can get paid on.
But whether you’re getting paid on these or not, it’s just a bunch of excuses to stay at the forefront. So next question I have is how do we market this? Okay, how do you get people to know about this? How do I tie in the VIP program throughout the course of the transaction? And then how do I get them actually using it? Because it all sounds really good. But then how do I actually get them to start calling me entire? How are you marking this? I’m sure you got some kind of thing going on, like walk me through all that. Yep. So Mark Twain said, There’s no such thing as a original idea. It’s just impossible. So again, I did create this I, I used it from all these different things that I learned and I went through and I fail forward over and over and over, I say all the time I have a PhD and failing forward, I can fail forward over and pivot and make the mistakes. So I’ve made all the mistakes to perfect the process. So what I’ve done is I I’ve created a course called the copy and paste formula to implement and monetize your VIP club, that basically within six weeks, somebody can take everything I’ve done since 2015, and implemented into their business then to their business. So we have a step by step, no shiny object process to give them everything they need to get the VIP club into their business, and then how to monetize it, and then how to use it for the additional additional lead generation options that are out there because there’s so many additional lead generations that bring in more clients more market share for us from this, because it’s just easy is once it’s out there, it’s just easy. But you but I have everything they need from marketing, every marketing template they have from press releases to their scripts for their agents, their killer 32nd. Elevator Pitch is for their agents, their isa scripts, down to all their operations. I’m a Systems girl and I truly believe you cannot scale without systems. And so I’m very systemized And so giving them all of our systems we have for operations from onboarding and offboarding admin and agents with your VIP just to make sure your brand consistency is huge. And I’m sure you know this, but brand consistency is like one of the biggest things you need to have. And I think there’s a stat I just read that your business will sell for 20% more if you have brand consistency, and agents it’s the reason why when you go into a Hyatt The pillows are fluffed the same fucking way every single time. Yeah, it’s the reason when you go into a high end restaurant that the food doesn’t taste different every single time because if it did, that wouldn’t be a high end restaurant. Yep. And like, what’s crazy to me is that nobody has a system in this business. I’m system students all I care, I never, I just have a system and your business is just something you do over and over again. Alright, let’s not make this overcomplicated. It could be I’m gonna walk you through a couple super simple, stupid, simple systems that you can implement in your business. And all it is is a checklist item. Yep. Right. So here would be a stupid simple system. Every time I got a referral, I would send out a million dollar bill with a $10 gift card that says Thanks a million. That’s just a small system. Every time I had a closing at the final walkthrough, I would make sure to get the Testimonial Request at that point because I would never get it post. That’s a system. Yeah. We’re seeing the referral behavior is what I call it. You’re reinforcing referral behavior. Done. Yeah. Like it. Yeah. Yeah. And I agree. There’s just
without systems you can’t say like, it’s kind of a joke in my business that when I say checklists, they say drink because my checklists are living breathing things. Okay, we’re updating it. We’re changing and they live and breathe within there because they have to. We see I mean, and I tell my agents, you know, one of the benefits of working for my brokerage is I’ve made all the shit and mistakes so everything
that you that I’m giving you is a checklist and the processes that you don’t have to make them because I’ve done it. And so now I have a system to make sure that those things don’t happen. I have everything in place to make sure you can scale. And my vision is to build big juicy legacies for everybody within my ecosystem. And so I’m doing that through my systemization of what I’ve given as a proven process of success.
We’re the highest producing team in the state of South Dakota. mine personally the highest producing agent in the state of South Dakota. We are number 23. In the United States, we’re a small team, we’re Small Giants, you know, we had 15 agents 23 in the United States on transaction count. Yep. Transaction. Yeah, cuz volume in South Dakota is not going to be like volume in Southern California. No, no. Yeah, our average like, it’s like 315 for sales price. Yeah. 2500 deals, it’s
no, when you’re so like, this was when I’m your client, I’m a buyer. I’m buying a house. How walk me through just like how you position the VIP club? And and at what point is it like at the buyer presentation to consult when I heard before I start working with them? Is it is it always like throughout the course of the transaction, and your agents like saying, oh, when you have a quote, like because certain things are gonna happen, it’s like, oh, when we get a home inspection, so here’s what you could do. Here’s our VIP cup. So this carpet isn’t that clean, but you could rent this from us, we’ll give it to you for free, you could clean it afterwards. It’s from the very beginning, depending on if it’s a face to face, or even if it’s a web lead, I can talk you through like maybe a web lead coming in web lead, it’s in every drip every isa script that they get that that’s what they’re being told right away that our lifetime home support model. So they’re being told about everything that they get with us. It’s also it’s a marketing sheet that we have, if it’s the driveway buyer presentation, if they’re not coming in, and it’s just they want to show, they’re getting that right there. It’s the hook. Because again, consumers humans, I should say, in general, are so so so impatient, we want instant gratification with everything. So we need those hooks to keep them with us. Because we know what they’re calling us. They’re calling five other brokers to so my agents are trained to use our scripting on our homes of our lifetime home support model right away, because why wouldn’t they go anywhere else. And that’s a big thing, too, I guess to speak to, I have, I’m creating this other course my homes, how to how to, you know, monetize your home support team partners, because that program, that part of that pillar of my business, brought in close to $300,000 last year, because I charged my vendors $3,300
a year to be a part of that program. And I have a whole system I put together and how we advertise for them what they get all this process, and they pay to be a part of it, because they want to first they’re gonna get good branding and marketing out of it. And they get to be in front of my clients. But I did that again, threefold first for my clients to have lifetime home support. So they get access to all these great vendors that they’re going to need to help them then build those those peoples those local people’s business, second revenue, obviously getting my additional revenue for my bottom line. Third, to get in front of their employees, I want market share, I want market share, I want market share, I want market share. So to be a part of my home support team, I have to have certain amount of times that I get to present my lifetime home support model to their employees. So once I get in front of them and tell them about what we’re up when they have a life change of anybody they know why the heck would they haven’t looked at anybody else? Yeah.
You’re like one of the few people I’ve met that can literally answer like we brand people and I’ll get like, you know, way to build someone’s video series or whatever. And I was asking what’s, what’s the difference between you and every other agent? And no one can answer that question.
very easily and you could do it without thinking about it. And most times, it’s sort of like this. They’re like, Well,
I really look out for my clients.
That’s your fucking fiduciary. Okay, yeah.
Like, that’s not a pitch anymore. It’s not a USP, like, I care about you.
You should be in the business because you care that should be given 100% the best one I like is when a lender is like, Oh, I’m going to answer my phone.
Isn’t that your job? Yeah. Or like when someone hasn’t like these are assumptions, right? And even like for you mortgage brokers listening, or any other service provider, telling us or telling like when they’re trying to recruit real is telling us that you’re gonna do have good service isn’t a USP that’s expected. Like no one ever says, Hey, come eat my food. It’s gonna fucking suck. Yeah.
Break. Yeah. Oh, I have the best service. Well, that’s why your business you shouldn’t have to say that. Because the fact that you have to say it already tells me that you don’t have confidence in doing it anyways. And so does everybody else knows the same thing. Yep. Yep, one thing too, I feel.
And if you’re if some agencies or teams are completely against it against this, I get it. But when I started my VIP club, I also added a transaction coordination fee for my clients. I started at $199. We now charge 499.
We don’t get anybody to
scoff at it because the value of what they get even in one year between my discount center all my HS HS t my home, you could justify you could justify no down when Sam Yeah, they’re getting likely $10,000 a year worth of savings, can they opt out of it? Wait, really they have to, they have to the agent, if they opt out and the agent can’t get him to sign it, then it’s an agent paid. So I’m just gonna do the math on that. Okay, you guys we’re talking about and this is buyer or seller? Yep, $500 times 539 transaction. This is another 260 $270,000 of annual revenue just off of a transaction fee. So people are like, Hey, how do you pay for this stuff? I think it pays for itself. Oh, gosh.
And again, I have the whole system on how to monetize it all. So my trucks, my trucks, it’s not a big thing that my trucks make us about $22,000 a year because of the ad space. And we just added an additional
advertisers row is what we call it sponsors row on them. So I’ll have additional ad or revenue on those. So my trucks in my enclosed trailer. But so I have a whole system to monetize it, how to sell it to the contracts, all of that to get your trucks monetized. And again, agents in teams of brokers need to keep this in mind that this is a marketing vehicle for you. Branding vehicle for you. Yeah, this is a what kind of
what lead sources would you stop paying for that had a shitty ROI? I mean, what? Yes, exactly. There’s so many lead sources that agents just because I think our industry is the biggest one that just throws money at dumb things that don’t then they don’t check their ROI. But this is a branding vehicle that’s out here you’re making money off of we don’t throw money. This industry throws money at bad things that doesn’t follow up on I mean, it’s ridiculous. Like, we’re so in the pray and spray mentality where we just try to hire somebody, like people will try to hire us think that we’re gonna fucking make them rich, okay, no, we can’t make you rich, you have to do the videos, and then you will be or you’ll be successful, right? You still have to put in the work whether or not you’re hiring us or somebody else that’s going to get in there and, and help you build your brand or whatever you’re hiring for. Right there. You still have to perform on your end, there is no such thing as a magical bullet. Like everyone likes to go out and get this great big tech and these auto responders that no one ever actually builds out, because it’s way too advanced for them. But it feels good to have it because someone else said you should. Mm hmm. And you want to try to get it because you think your competitor will and so you want to compete and pick up that and and right now more than anything, don’t you feel this is when you should do it in every market, every market but with this market shift, knowing that there’s less opportunities, there’s going to be less opportunities next year in our market, there’s just going to be less houses that are going to sell there just will be what’s going on. Now it’s time to lean in to your only thing I would be doing right now is loving on my soI and I’m going to focus on any type of prospecting or lead gen. It’s going to be a very specific niche. We’re doing it we’re doing motivated seller leads. That’s it. That’s our advertising and motivated seller leads we’re looking for high distressed people. Those are all I’m spending money on for Legion. Everything else is brand smart. Yep, that makes complete sense. People ever wants Leads leads leads, but who cares? I want closings closings, closings. Oh yeah. I don’t like chasing after people that I like when people come to me. That’s what happens when you have a brand guys and there is a difference between branding and marketing. And I would say you’re you see a lot of the same gurus I do. But even within the last two to four years, I started to seven years ago and I’m like You guys gotta be marketers. I’m gonna talk about marketing then in content creation, literally, the industry Evers lead gen, everyone’s talking about how to convert Zillow leads realtor.com leads how to call expireds how to call for sale by owners and all these old school type prospecting techniques that the reality is is that are really cut out for maybe about 4% of the industry that will actually succeed at those types of tactics. But the only tactic or any marketing thing that will work equally with every single person that implements that is marketing and building a brand off the database you already have because within that database they already know like trust and love you and a certain percentage of those people to the tune of 10 to 15% will be moving this year with 100% of them having a referral for you the question is whether or not they’re going to use you or not. When you’re top of mind those chances increase very greatly. This isn’t rocket science is it Alma is that that is the biggest that’s what I built it off of and before I started this like just a little background on me, I started with my broke is can be had a brand new baby at home they weren’t my youngest went to his first closing when he was two weeks he’s now he got licensed when he was in high school sold his first house in high school he now works for us but he
I was busting my ass at open houses. I was running 15 to 25 open houses a weekend and I was doing good because we didn’t you know at that time my biggest ad spend was print because that’s how long I’ve been in the business.
So busting my ass and it got to a point where I was like this does not make any sense I need I need to send
menten my clients had that they should go nowhere else ever again, because of the service I’m giving them. And if I’m not giving it an I’m big on mine, I expect good service where I go, if I’m not giving that to them that they can’t refer me right away to anybody who’s making a life change. Everybody knows somebody making a life change, not Hey, who do you know who’s buying who wants to buy or sell? That’s the shittiest thing to ask, like, who do you know that’s in a life change, anybody in a life change is likely going to be somebody I can help, you know. And so that’s what that’s what really the whole, this whole thing was born, it’s like, there has to be a better way for me to have a foundation to make sure that I’m being referred out as much as possible and taking care of my ecosystem so well, that they have, they wouldn’t never think of not referring me, you have to have a brand. Otherwise you’ll never attract. Yeah, and there’s a lot of ways to build the brand, folks. One, you do it through an experience. Like with what you’re doing. Yeah. But you also got to do through ongoing marketing to like, there’s nothing and everything you do in the business is marketing, the views you see the kitchens, you walk through the clients you meet, it’s all marketing and storytelling at the end of the day. But if you don’t put yourself out there and put yourself in that position, quite frankly, people just forget what you do, because you’re not that important. And no one’s thinking about you 24/7. But it’s not their job to do that, even though we think it should be your job to remind them, they don’t work for you, you work for them. Okay? So therefore, you have to take the earnest here and do it yourself, because no one can do it for you. And if Amy’s not doing this in her market, trust me, there’s somebody else that is infiltrating it. And that’s how competitive real estate is. Everybody’s selling the same shit. But there’s only one person that I know of now with a VIP club that has their own trucks that has a tool shed a storefront, their own Costco, different home services, you can save up to $10,000 a year on and they happen to sell real estate.
And we’re the best at connecting buyers and sellers to
Yeah, yeah, folks, there’s a lot to unpack out of this episode today. My I’m gonna do my closing thoughts and let me share hers. But it’s very simple. You got to start doing something different, and create the experience that people remember. And your experience then becomes what you mark it. Amy, what are your closing thoughts? Yeah, my closing thoughts are that lifetime lead strategy has changed the way we do business for everybody I’ve sold my courses to it’s changed the way they’re doing business. So because again, it’s real estate will always be a relationship, a relationship based business. And it will make you sticky to your clients. And it’ll make you sticky to your agents, my average agent sells close to 30 homes a year, most of them are above 30 homes a year. And again, my 10 years with my agents is six years. average tenure is six years, so my agent stays. So again, the software I put together makes you sticky for your agents, so you’re providing nothing but value. And that’s what we need. As brokers and team leads, we need to provide the value of these with the built in leads. And I’ll tell you what, my isa has an 8% conversion rate. You know, that’s way that’s like was it 1% or less than 1%? And ers is on what leads but it’s the hook of lifetime home support that they get that why would they go anywhere else? So if they’re interested in my course, they can certainly look me up and I’ll shoot him out the information. Yeah, why don’t you share your website so people know where to go and then we’ll get this wrap. Okay, well, they can head out to for the course itself they can just put it out on a Asare academy.com backslash start your VIP club.
And then they can reach reach me with any questions just let me stack burger.com are all my handles are at Amy at Amy sack burger real estate. Pretty easy to Google. He can’t miss me.
I like it, folks. This is a really really great job. You mean congrats on all your success. I love it. What you’re doing I mean, like this is this is the business guys like I couldn’t have put it up better. You’re not gonna make in this business without branding and marketing. I don’t care who you are, what you do, I don’t care how good looking you are, or maybe not. Without marketing and branding, you’re not going to succeed in this business. It is the number one reason we have the show. It’s the number one reason why every other Guru is finally starting the same the same things. And everyone’s telling you to go ahead and create content consistently to do that. And there’s no one better to do that with than us. So whether you wanted to sign up with our platform referral suite, we help you create content that puts you on the map or we do it for you and turn you into a local celebrity just like we did with Ramsey who was also in Amy’s market who Amy has just passed up and notoriety and YouTube use.
You call real estate marketing dude very, very simple. Appreciate guys listen to their episode. And thanks for liking and subscribing to our show. Follow us on social the rest of our channels. And don’t forget to tune in next week. And more importantly, I want you to go right now to www dot referral suite.com and sign up and start building a brand that people will stop forgetting what you do because that is the baseline and where you start with everything we chatted about today. Have a great week and we’ll see you guys next Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is Visit our web
set at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.