- Hey, today we're going through the first of four
different listing attraction systems,
so you can be totally dominant in your marketplace.
(rock music)
Hey, welcome to the Tom Ferry Show.
Super excited to share with you guys today
a four part series where I'm going to walk you through
16, there we go, 16 different listing attraction strategies.
We've shared 33 of them recently at the success summit,
and here's what's great.
I've identified four for this week,
and I'll do four each week, giving you an opportunity
to become more listing dominant.
What do we know, right?
It's cliche, we've all heard it before,
but you gotta list to last.
I would actually take it one step further,
and tell you that whoever is dominant
at listing property is in control.
The business has control of their time,
and more importantly with the wide variety
of marketing tactics I'm going to share with you
over the next four weeks.
You're also going to be able to say,
I want to market to this price point,
or to this area, or all these different sources,
giving you a plethora, yes, first time used
on the Tom Ferry Show, of opportunity,
so you can win more business.
Now very quickly if you go to TomFerry.com,
if you're not already there, on my blog,
you're going to see all these different marketing samples,
right, all the things that we're discussing,
all the things I've got here on paper.
You're going to have access to to download,
so you don't have to reinvent the wheel.
And by the way, while you're there,
I would strongly recommend you take
the listing attraction test, which is a little pdf
we have for you,
where you can go through and say here's the
12 different sources that Tom's clients are using
around the world, how am I doing in each one of them?
What are my goals?
And then what are the actions I want to take?
You're going to find it extremely valuable.
So make sure you get back to TomFerry.com
and download all of that stuff.
So let's begin with four.
I've got two online, two offline,
two old school, two new school,
to help you immediately start winning more listings.
The first one is this, if you're living in the United States
over the last five years we've had a 50% appreciation,
50% increase in home values on average
over the last five years.
So what should you do?
You should go back and identify every one of your
past clients, and quite honestly,
every one in your sphere that owns a home.
And what do we want to do?
We want to divide up the list.
Let's just say it's you know, 50,
you don't want to do 50 in one week
because that would be overwhelming.
That would be a project that would take you a ton of time.
I'm actually thinking about two a day, you know,
so over the course of x weeks, I'm going to do
two a day and here's the plan.
You ready?
We're going to build for them a beautiful CMA
to let them know the value of their home.
That's the first part.
You're going to do as if you were going on
a listing presentation, so you know,
doll it up, make it fantastic.
Make it beautiful.
Show photos, show graphs.
Show them what's happened to home prices
in their area over the last five years,
two years, three years, whenever they bought the home.
You're educating your customer on the good decision
they made to buy that property.
Now in addition, as we're sending out those two pieces
every day, we want to add a little note right here,
where it says name, you've done really well.
I'm curious have you had any thoughts
of trading up or trading down?
Let's talk in the next week.
And by adding that little yellow sticky note
right on top of the CMA, it's better than just
putting it in the mail and saying here's the information,
here's what's going on.
You're letting them know, I'm thinking about you personally.
I'm thinking about you personally.
So what are we going to do?
We're going to do that beautiful CMA.
We're going to add that little sticky note.
And then we're going to follow up.
We're going to make some phone calls.
And when we make those phone calls,
you know, it's hey Shawn, I was thinking about you.
I was thinking about your house.
I was, you know, so excited for the increase
in value you've had over the last three years,
since you guys purchased the property.
Are you guys excited about it?
And you saw my note, have you guys had
any thoughts of selling?
You know trading up, trading down.
Just engage them in that conversation.
Now remember, because we've taught this script
many times before on the Tom Ferry Show,
when you ask that question, have you had
any thoughts of selling?
Pause, pause, right.
Don't jump into it.
Don't say more.
Because home prices and this is what's going on
in the market.
Just shut up and listen.
And by the way when they go, uhhhh,
that means yes.
Right, that uh, well, like they're not sure
if they want to share it.
If you get an emphatic no, you can always say,
well are you living in your dream home now?
Well no, we probably need to redo the backyard.
We need to do this.
And they're going to share with you,
you're engaging with a past client,
someone in your sphere, on something
that is meaningful to them, the value of their home,
and the difference you've made for them.
So that's campaign number one.
Now I promise you, when you just start to send
every person that you know who bought a house
in the last five years, an updated CMA,
that personal note, you're following up with a phone call,
you're engaging with the right questions,
we're not expecting that every one of them
is going to say, hey that's it, I want to sell.
But what do we know, people get divorced.
Kids move away to college.
They get pregnant, they get job transfers.
They get promotions.
Things change all the time.
You know and I know, every agent watching knows,
you sold somebody their dream house,
and eight months later they had to sell it.
It happens.
Let's get ahead of the curve.
So that's strategy number one.
Strategy number two, and this went bananas
during the summit.
I just loved seeing everybody doing this
on their Instagram.
It's that Instagram hack I shared probably
seven or eight months ago with you
where you're actually going to do on your Instagram story
a couple polls.
So here's the first one.
It's going to say, are you living in your dream home now?
Yes or no.
That little polling device on Instagram.
And here's what's great, the vast majority of people
are going to go no, no, no, no, no.
And a few will say yes.
And then the next one shows up where it says,
have you had any thoughts of selling in 2018 or 2019.
Now again, yes, no.
Obviously you're going to get a whole bunch of no's
on the first one.
You're going to get a few no's on the next one,
and what are those?
Those are listing leads my friends
for free on your Instagram.
Now this one's so good you don't want to do it
like every month, you probably want to do it
maybe twice a year, right.
Especially as you're growing your Instagram base.
But here's the kicker.
Once you get those yeses and no's,
then you want to send them all private DM, right,
on Instagram.
Hey Shawn, thanks so much.
Hey Mintz, thanks so much for acknowledging them.
And if they said no, you can say,
hey do you want to meet?
Shall we have a conversation?
Shall we engage, shall we connect?
We have clients that are getting listings
every single day from this strategy my friends.
This one is a no brainer, as in 100% no brain required.
Unless you're not on Instagram.
Then you might need a brain, so pay attention,
it's 2018.
This one, a little more advanced, right.
I went old school, past clients, sphere, easy.
New school, right, Instagram, Instagram stories,
polling, you're going to have to find the poll.
You might have to Google, you know,
how do I do that, right.
You could ask a 13 year old, they'll show you.
This one is such a money maker,
I'm almost nervous about sharing it with you.
I watched so many people walk up to me,
this was like the seventh point that I shared of 33,
and people were literally walking up to me at break
like if I just do that one, I'm going to kill it.
So here's what it is, non-owner occupieds and investors.
Non-owner occupieds and investors.
So what do we need to do?
First thing is obvious.
Contact your local title rep, right,
that guy or gal that helps you is just absolutely amazing
and say, I'm looking for every single person
in my community that owns x number of properties.
That owns x number of properties.
Now you may say, I'm comfortable dealing with investors
that own two properties, five properties.
I said to the group, find the ones that own
seven to 10 properties because they're really
in the business, right.
They own these houses, they're accustomed to rentals.
They know the game.
And if you're comfortable in that conversation,
and you do what I'm going to ask you to do,
you're going to win.
And all you need from this strategy is one or two,
and it's going to be a bunch of transactions for you
over the course of your career.
So what do we want to do?
First, go to your title rep and say,
show me every person that own under LLCs, S corp, C corp,
all the different ways that they're kind of,
you know, identifying or hiding themselves
or protecting themselves, I should say,
from taxes, et cetera, right, in their corporations.
How many properties they own,
you're going to identify all of them.
You're going to get a list of I'd say
no more than 50.
At the summit I said 100 because I was being aggressive,
but if you had 50 different families
that you could start marketing yourself to,
using the tactic I'm about to share,
you're going to win one.
And that's all you need.
Ready, so you got your list of 50.
Here's what I want you to do.
One at a time, you're going to say,
okay Jillian, I've identified her,
she owns seven properties.
I'm going to then create a CMA on all seven
of the properties and bound them into a book.
Now if I really want to win,
if I really want to bring value,
what am I going to do?
I'm going to identify in each one of those pages,
you bought this property in 1991 for x,
today in 2018, it's worth y, congratulations.
And I'm going to hand write that on there.
I'm going to let people know,
I'm doing my research.
I'm bringing you value.
I'm thinking about you Mr or Mrs or family prospect.
So I'm going to create CMAs on each one,
bound them all in a book,
and then I'm going to send them this letter.
Name, I noticed you owned several properties
here in our area, congratulations.
I work with several families and investors,
helping them with property acquisitions and trades.
I'm sure you receive hundreds of these a month.
Why do you think I'm going to say,
I'm sure you receive hundreds of these a month?
Because here's a hint, they don't.
They're going to be saying to themselves,
why don't, I should be receiving these things.
I'm a real estate investor.
I own these properties.
How come my agent isn't even sending me this stuff?
Very important.
Hundreds of these a month.
To show you I'm serious about creating value for my clients,
I've included a CMA on each of your property's
current values, take a peek.
Here's the hook, ready, if there's a property
that's under delivering,
perhaps we can discuss alternatives.
If there's a property you've already depreciated,
and there's no more tax advantage.
If there's a property where it's already gone up
as high as it's probably going to go
based upon your understanding of the knowledge,
if you've got under performing assets,
we should talk, it's so.
I can't even believe I'm sharing this on the Tom Ferry Show.
This is going to be so bananas because
I'm going to get some email from somebody,
totally random in like Kansas City,
who's going to go, dude, I did that
and I got this one investor and I got like six properties.
It's going to be that bananas.
It's all about execution,
but this is good stuff.
Alright, so back on that letter.
Right, take a peek.
If there's a property that's currently under delivering,
perhaps we can discuss alternatives.
I'll follow up with a call in the next few days.
I look forward to connecting soon,
Tom Ferry, Banana Real Estate.
Right, now, do I want to send this in my brokerage envelope?
What do you think?
You probably want to send it in a federal express envelope,
a U.S. mail envelope, you with me,
so it's nondescript, doesn't look real estate oriented,
it's got the book of all the properties inside there.
You know, you got beautiful photos,
you got a cover letter right here.
I'm doing this research for you.
If there's anything I can do to help,
my friend, you're going to win.
Now what are you going to do afterwards?
You're going to call, right.
You're going to call.
If you can get access to an email,
you're certainly going to send them an email.
You know be mindful right.
Like you're doing your research to find out
who these people are and what information
you can get, but at the minimum
you gotta make the phone calls.
And you gotta call and you gotta call
and you have to call and you have to call some more.
And then call seven more times.
And then call in the morning and call during the mid day
and then call at night.
And then reverse it.
And you want to do this until guess what,
they finally, yeah my wife and I have been looking
at your package and we're thinking about
our property over on, you know, banana street,
and yeah we actually are thinking about selling.
Thanks so much, let's meet.
That's what's going to happen.
Do your research, identify what list
you're most comfortable, the type of investor
you're most comfortable going after,
and attack.
This one is really strong.
Make sure you get to TomFerry.com,
download all the letters.
Download all the stuff.
Remember, 50 or 100 of these.
You get one or two clients from it,
and those one or two clients can be trading properties
with you for the course of your career.
And that's what this is about.
Alright, the last one.
We're going to go into the future here.
What do we know today?
Facebook, Google, YouTube, on any given day,
I think it's Google, YouTube first, then Facebook,
those three are the three most trafficked sites
on the planet.
Think about what I just said there.
Right, Google, people like, Google is a verb, right,
it's what we do now.
Like you're talking to Google,
Google find me this, Google find me that.
Let me go research this, let me go find the information.
You know what's happening?
The vast majority of people that are thinking about
selling their home, buying their home,
they're researching home values in Newport Beach.
Right, or home values in Creda Del Mar
or home values in you know Bananaville
or whatever their city is.
And guess what?
As they're doing those searches on Google,
do you know that Google will give you access
to who those people are.
And you can then run ads on the second most popular site
called YouTube.
So I'm going to show you guys a video in a second,
but I want you to imagine, I'm looking, you know,
homes for sale, thinking about selling.
What's happening with prices in my zip code?
And then like a week later after I did this,
my wife says, oh my God, you gotta watch this video
of Steven playing tennis.
And I go on to YouTube, and I go to the video,
and I hit go, but the first thing that happens
is I see this commercial.
Are you looking at homes for sale
in Newport Beach, California?
I'm Tom Ferry with Banana Real Estate.
So far this year we've helped 36 families
buy and sell real estate.
If you're looking to save time and save money,
click the link below or contact us
at 949-867-5309.
Click the link below.
So think about that.
People will literally be, they'll be sitting there
like on their phone going how did they know?
Click link, yes.
This one's an advanced one.
Gary Vanderchuck and I actually talked about this
in January at his event saying,
this is the next evolution of doing ads,
where you're literally getting people on Google
searching for one thing, and then when they go
to YouTube, that super popular site that now gets
more traffic than all cable companies combined.
Let me say that to you again, more traffic than
all cable companies, like all of them together combined.
That's how much traffic YouTube gets.
And now you're going to be running ads there
to win sellers.
So those are the first four of the 16
we're going to be sharing over the next few weeks with you.
I can't wait to read your comments.
Which one do you like?
Which one do you already do?
Which one are you going to do?
Which on are you never going to tell any of your friends
about because you want to do it before everybody else?
So let me know, and make sure you race back
to TomFerry.com and download all the free goodies
because that's where it's all at for you.
So get there today.
Thank you so much for watching.
Remember always, your strategy matters
and now more than ever, your ability to list
a large number of properties, that's what rules.
Hey I'm Tom Ferry, and I want to say welcome
to real estate.
Now there's a pretty good chance no one's
told you there's an 87% failure rate every five years
in this business.
And there's only two factors.
Agents don't have the tools and they don't
take the right action.
I'm going to invite you to click the link below
and get access to the tools so you can win in this business.