Hey everyone Travis Robertson - CEO and founder of Robertson coaching international,
where we help people just like you create businesses that support your life -
not businesses that run your life. and we're back in our seven part series with
our third episode
on mastery, really talking about the different areas that you're gonna have
to master
in business and in life if you want to be successful. There are seven of them
and today we're going to talk about area number three - marketing
mastery. how do you master your marketing so that you always have a steady stream
of leads coming in
of people that may be interested in working with you? how do you do that?
What are the different things that you can do to drive leads to your business?
now when talking about mastering your marketing there's five principles
I want you to keep in mind. number one is this: we're talking about generating new
leads,
not repeat and referral business. look, I love repeat and referrfal business and we're gonna talk
about that
in a future episode but what we're referring to here is that your business has to be
generating
brand new leads - people who may not have any idea who you are.
we've gotta stick them at the top of that funnel so that there's
this constant stream of people that are reaching out for information or maybe
raising their hand and saying
"hey, I'd like to get some information or I'd like to talk with you, I'd like to meet with you."
we always need new leads because you cannot build a long-term successful
business
just off of repeat and referral. its not possible because
at some point you're gonna tap out your database your
sphere of influence and if you don't know how to go out, kill something, drag it
home,
throw it on the grill and feed it to the family your family's gonna starve and I
certainly don't want and I don't think you do either.
the second principle is to remember Pareto's principal -
the 80/20 rule. and what that means is that eighty percent of your business
is gonna come from 20 percent of the lead sources that you have. a lot of
coaches and trainers are running around sayng
"well top producers have fifteen different lead sources." and
what they forget to tell you is that while they may have 15 different lead
sources,
they don't focus on all 15 in a given calendar year.
instead what they do is they focus on about 20 percent of them, or
three in this case if they have fifteen.
three of them are gonna be generating about eighty percent of their business.
the other 12 lead sources that are responsible for twenty percent of their
business
are almost gonna happen automatically. so my question for you is this:
what are the two to three primary lead sources that you're gonna focus on
over the next 12 months? because those are gonna be the sources that are gonna
be responsible for the majority of your business. So you need to identify for you
what are those top 2-3 lead sources that need your attention, your focus, your time,
your money and your resources. the third principle -
I want you to identify both online and offline places that you can generate new
leads.
look I love online leads but I also love offline leads.
I want you to have a steady stream from different areas and from different sources
because every now and then if you've got all your eggs in one basket or one area
of the business
you may find the competition starts to get really stiff in online leads,
but right now we're seeing offline leads generating sources like direct-mail
kill it for our clients because while everybody's online they go offline where it's
a lot quieter.
so I want you have different sources, different strategies coming from
different areas
both online and offline that may be different from each other
so that if something stops working you've still got two or three other strategies
that
are killing in different areas of the business so that you're never putting your
lead flow
at risk. principal number four is I want you to focus on strategies
that you're good at - things that you're passionate about, that you enjoy, that you
like doing.
if you hate direct-mail don't do direct mail.
if you hate lead portals like Zillow or Trulia or realtor dot com,
then don't do it. I mean we love them but if it's something that you just look at go
"I'm
vehemently opposed to it" fine. don't do it. I think it's your loss,
but I don't want you doing things that you don't like, that you're not passionate about
or maybe just things that you suck at.
now the other thing flip side to this is I never want you to let
your lack of knowledge about something and maybe your lack of skill of
something
prevent you from learning the skills so that you can do it. now if you've tried
it, you've
worked on it, you've invested in the process and it's just not for you, that's
okay,
but I want you to focus on things that you like and that you're passionate about and
that are
in your wheelhouse. don't worry about the ones that are your weaknesses.
principal number five is this: you've got to get people into your own sandbox. now
what do I mean by that?
basically if you get a lead from Zillow or Trulia or realtor dot com what you do
not want them to do
is go back to Zillow or Trulia or realtor dot com because
they could easily get connected up with who? another agent. What you want them to
do is be on your website, receiving your e-mail newsletters, your physical
newsletters, and phone calls from you
because you want them to engage with your business, your company, your team
or just you generally, you personally. so what we need to do is we need to figure
out ways to control the
place that they're getting that information. so if you don't have a website
where you can send them so that they can find new listings
or if you don't have email newsletters or if you don't have any
sort of campaign of follow-up,
all they're gonna do is once they get whatever they need from you,
they're gonna go back to the other sites and they very well could get connected
up with another agent
and you lose the deal. so we want to make sure that they're playing
in your sandbox. So look at everything that you're doing and ask yourself "Am I
giving them enough value, enough information, enough
data that they don't need to go back to the sites they came
in on because they're better staying here because I can service them
better than those other sites can?" and if you can't honestly answer that question
with a yes
you're at risk and you're going to be spending a lot of money to generate a lot of leads
for other Realtors. so make sure you follow those five principles
and you'll have success. now if you want help download the worksheet below click
the link grab the work she
walk you through some different strategies in different ways you can
think about how do you master your marketing
so the you have a business that's always generating a steady stream
predictable stream up new leads for your business to grab that worksheet
all walk you through it all and if you know somebody that could use some help
with this may be in your team meeting your office
do me a favor share this video with them shared on Facebook or social media
and if you enjoy this do me a solid click like or click subscribe above
and leave
us a comment below let us know what are the areas where the things that you're
finding a working for generating new leads for your business
online/offline were the strategies you have to keep them in your sandbox
and if you don't know share that blows well say what you looking forward
to learning through this process I've enjoyed working with you guys will see
you in the next video
take care good
would
up