- Welcome to Tom Ferry Show.
Today we're talking about Instagram and Facebook Live
to get more listings and some old school geographic farm
that's gonna dominate.
(techno music)
Hey, welcome to the Tom Ferry show.
This is episode three or four
of our listing attraction series sharing with you 16
of the 33 listing attraction strategies,
we talked about at the success summit this year.
So I'm curious, have you made a comment?
Have you shared some of this?
What have you executed on?
Get back to tomferry.com or on YouTube, or wherever you are,
and make sure you leave a comment.
Let me know, are you getting value from this?
Do you want more?
Did you go back to tomferry.com?
Did you download all the goodies yet?
Are you implementing?
Are you executing?
Do you want more listings?
Well, I've got four more for you, here we go.
I'd like you to consider the following,
look at the impact that Zillow reviews
have had on agent success.
I have clients today that literally say,
"Tom, I've got 35, 42, 107, 300 reviews on Zillow
and I'm getting come list me calls.
This is actually not the strategy it's a set you up
to have you recognize the value of an endorsement,
the value of someone saying I used your services,
their services, they produce this result,
we would absolutely use them again, here's five stars
and they're posting on this site that we got to drive to.
So we started looking at this strategy
and a longtime friend Ken Pozek, great real estate agent.
He came up with this concept, so shout out to Ken.
Where he said, "What if I took that same review strategy
"and actually ask my seller to write a letter
"to the neighbors as a just sold letter from your seller
"to all the neighbors endorsing you."
I'm gonna just read you a little bit of the letter,
but it's gonna be here and you go back to tomferry.com
and download a copy.
You're gonna want to use this one.
Check it out.
Hey, neighbor, I just wanted to send you a quick note
about our real estate agent Ken Pozek,
as you may or may not know we moved to Georgia
for a job promotion, we interviewed three other agents
to sell our home in Crystal Downs.
We chose to work with Ken because his marketing plan
was more thorough than anyone else we interviewed.
He proved that he had the most market knowledge.
The thing that impresses most about Ken,
was his consistent communication, his negotiation skills,
and his understanding of the appraisal process.
The bottom line as they go on to say,
if you're ever thinking about selling your home,
you should absolutely give Ken a call,
here's his contact info, phone number and email.
We've loved living here in North Hill
and we'll definitely miss it.
Thanks again for making it such a great place.
The person's name and their address.
The question is,
did the homeowner actually write the letter?
Of course not. Because you're gonna say to them,
you've experienced before, hey, did you write a review?
And they're like, "I don't know what to say,"
so you prompt them a little bit,
and you give them the idea and they're like, "Okay, good."
In this case, imagine you just sold the house,
you closed the deal, they're happy.
You're already thinking I'm gonna send out my just sold,
you wanna take it to the next level.
You wanna to use the power of that review based strategy
to get more opportunities before anybody else does
in the marketplace.
So you go to your seller, and you're like, "Hey, Sean,
"thank you so much for all the kind words and I know
"we're celebrating, we're excited your home is sold.
"How would you feel about writing a letter
"that I could then mail on my behalf,
"for you guys to everybody in the community,
"letting them know, just like that Zillow review
"that I asked you to do, so they can see the power
"of what we do for people."
They're either going to say yes or no.
If you did a great job, they're going to say yes.
Then you say, "I took the time to draft something
"based upon our experience in working together.
"The highlights, the things that you said really mattered
"to you, I've gone ahead and emailed you a copy.
"Could you just review it, make any adjustments
"and send it back?"
Guess what, you do that, they're going to go,
tweak, tweak, bam, send.
Now what do you do?
You take that letter, you print it out.
With your contact information.
It's not on your letterhead.
You don't put it in an envelope that's coming
from Banana Real Estate.
You put it in an envelope that any one
of the neighbors would send if they were sending out
an announcement to the neighborhood.
Hand addressed.
Hand stamped.
It's gonna get opened like 80-90% of the time,
hand addressed, hand stamped.
You put that letter inside there and guess what my friends
your phone is going to ring.
Ken Pozek good on you buddy.
This is an excellent, easy to implement strategy
on your next just sold.
Alright, the next one, speaking of just sold,
going old school to new school, it is so powerful today
what we can do with this little device.
I want you to imagine you just sold this property.
So this is property x, 1234 Banana Street,
you're standing in front of it, you put the sold sign on
and you go wait a minute,
I live in 2018, what do I have to do?
I grab my phone.
I go to Instagram if I have one of my assistants there
or somebody on my team, I'm on one, they're on another,
Facebook and Instagram simultaneously and I shoot a video.
Hey, it's Tom Ferry, with Banana Real Estate,
I'm standing in front of 1234, Banana Street.
We just sold this property and closed and you know what
the sellers are elated because of our marketing plan.
But we got a problem.
We actually had over 3000 people look at this home online
and we had 127 potential buyers through the property,
and guess what, we had eight different offers.
The challenge now is we got one very happy new neighbor,
but I got seven other buyers crying in their soup desperate
to find a home in this community.
So if you or someone you know has any interest
or thoughts of selling in 2018 or 2019,
and you're interested in a one party show
or a private showing, just to see the buyers interest.
You don't need to clean up the house,
you don't need to redo everything,
there's no nice homes on the market,
the buyers I have, they're cash ready.
They got their loans in order.
They're wonderful people.
They want to buy a house in this neighborhood.
If you know someone or you're thinking about it,
would you let me know, would you send me a private message
or call me at 5551-212-555-1212
and allow me to have my seven buyers come and look
at your home right away.
Thanks again, guys.
Oh, hi, Mom.
Hi. Yes, yeah, we did it.
We sold it.
They were really happy.
Yep, thanks so much.
I'm actually interacting with people as I'm doing this live.
Here's what's great,
you should be doing that every time you take a listing,
you should be doing it every time you make a sale,
on the buy side, on the sell side doesn't make a difference.
But if we want to attract more sellers,
you know what I want to do?
I now want to take that, I want to go in and I wanna
boost it on Facebook in a five mile radius
to every single person that owns a home in that area.
You could pick age and all that fun stuff
and boom, and everybody in the neighborhood suddenly
knows you're the one, you listed it, you sold it
and you got seven more buyers, two more buyers,
whatever the number is.
You do that my friends with a phone number
or say DM me, or maybe you're super advanced
and you've got a Bitly link that they can click on
and go to a landing page and fill out the form
and do the conversion side, whatever you want to do,
but this one, 100% no brain required.
All right, let's go to number three.
This one's going to be detailed,
Sean we got to put up our entire list
of everything we're recommending.
If you're a geographic farmer,
you already know how valuable this is.
You already understand that today a geographic farm
for a listing agent is equal to if not greater than
their entire database when it comes to come list me,
and referrals, and opportunities,
because you're adopting 200, 500, 5000, 10,000 people
in this community and you're becoming
that hyper logo expert.
What I want to talk to you about today
is a revitalization strategy of your farm.
So if you're a longtime farmer pay attention.
If you're considering a farm for the first time,
you follow this plan and your phone is going to ring.
So we call it the domination campaign.
Here is your to do list, A through G.
So this obviously assumes, you've got a property
that you've already listed, so if you go back
from all the things we discussed so far,
we've already given you a whole bunch of ways
to get a listing in one of these communities.
So I'm assuming you gotta listing in the area,
first thing is,
you do a direct mail piece called coming soon.
We're going to give you samples, you're going to see them
you're going to go back to tomferry.com,
we'll actually show you all these great different samples
that you can utilize.
So a coming soon, hey, this property is coming on the market
you can't give the address but you can kind of say
in this area, maybe show a photo maybe not.
Know your rules in your state and in your providence.
B, mail address listed, now we've secured the listing
this property is available, if you're interested call.
Then you mail on open house invitation.
Hey, we've got an open house coming up
we want to let you know about it.
D you want to mail a testimonial card or a review on a note.
So literally you're taking a review from Zillow or Google
or wherever you house your reviews and you're doing
an endorsement of you as a listing agent, specifically,
and your mailing it to that entire geographic farm.
Then what happens?
The property sells and you do a just sold.
But if you got a price reduction,
you can send that one first that'd be a bonus on my list.
Mail the just sold card, maybe, the just sold letter
like we just talked about.
Then F you mail we have more qualified buyers
than we have nice homes for sale.
Then the last one is, your mail a market update.
I know there might be someone like, "Oh, my goodness,
"Tom, that's a lot of direct mail."
Yes, there's this wonderful thing happening right now
as the world switches almost exclusively to this
those that are doing direct mail are killing it.
Why?
Because think about your own direct mail right now,
outside of the politicians, and bills,
and even then the vast majority of it has gone away.
So now it's an opportunity for you,
especially, doing a b c d e f g you're literally
you're doing this to them 7,8,9 times around one listing,
guess what they're gonna know who you are.
They're gonna know what you do.
They're gonna see your success, and bam,
your geographic farm is revitalized.
The woman, the extraordinary coach that shared us,
this strategy with us, Eileen Rivera.
She basically said, "If you don't get a come list me call,
"quit the business."
If you do all of that and you don't get a come list me call,
it's official, maybe you should have never gotten
that listing in the first place.
She was adamant about it,
because she's like, "Tom, I've been doing this forever.
"It makes it work every single time one
"of my clients implements it."
So that's number three.
Let's do the last one.
I've been doing this for a long time.
There was a wonderful agent in Beverly Hills,
named Joe Babajian, I'm dating myself,
for all my friends on the West side,
you remember who I'm talking about.
Joe figured out very early on,
long before he and I did some coaching work together,
that he basically had a presence in the marketplace,
a brand that was established and at that time,
he didn't want to start a team.
He was like, I don't want a team.
I don't want to manage people.
I just want to go on listing appointments,
take listings and sell houses.
He had it very simplified in his mind.
So we talked about, how could you go out
to the marketplace deliver value to a ton of agents
that if they have the opportunity to get a listing,
they would be more ...
the likelihood of them getting it, if they partnered
with Joe Babajian, it went through the roof.
Guess what,
it became one of the best listing approaches strategies
for a mega producing agent.
So if you're watching this right now, and you're brand new,
you might be asking yourself, well, who inside the office
or in my area could I basically, walk in and say,
"Here's Joe Babajian, he's my partner,"
and you split that first listing and then you do
the geographic farming campaign that I just shared,
and you do the live video after you sell it.
You implement all these things,
but you just got to get that first listing.
Maybe you're partnering with that rock star agent,
if you are that rock star agent,
you need to be asking yourself, how can I deliver more value
to all these new agents, emerging agents, veteran agents,
that have maybe felt like they've lost a little
like a pizzazz in the marketplace.
They're not as consistent with their marketing,
and you go to them, not with ego, and this braggadocio.
But just, "Hey, if there's ever a time where I could be
"of assistance, I've been doing it with a few agents
"we partnered 50-50 and everybody wins in the deal
"and if I can help you, leverage my brand
"and help you get more business, I'd be honored to do so."
Well, I've got clients now that are around the world
that are doing sales meetings in their office
where they're contributing, these are the things
that we do and this is how we do it
and here are some stories, and case studies,
and examples, and they're contributing to the agents
so everybody gets better and guess what happens,
it's walk up afterwards and go,
"I got this $3 million listing and I'm not exactly certain
"how I can get it as my ...
"Here's the story, what do you think?
"They want me to reduce the commission,
"I'm not exactly certain."
Hey, bring me in
and let's see if we can work on it together.
That, my friends is another easy, no brainer way
for you to win more listings.
So we've gone through 12, I can't wait for the comments.
I can't wait for the feedback.
Let me know what you're thinking on the next week's show.
We got four more for ya.
Then we're going to be done with this
and we'll switch gears again
and maybe start thinking about your 2019 plan
and how you're going to win in the fourth quarter.
Just setting the tone for what's coming next.
Thank you so much for watching.
Share this with a friend or two, give me lots of comments.
I need more comments on tomferry.com on the blog,
that's where all the goodies are.
Or on YouTube, or on Facebook, or Instagram, or on LinkedIn,
or on Twitter, I'm there baby, let's talk.
Thanks so much for watching.
Remember, always your strategy matters
and now more than ever, your ability to list more houses
that's what rules.
Hey, I'm Tom Ferry, and I want to say,
welcome to real estate.
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.