馃攳
The Best Strategies to Get More Real Estate Listings - Part 1 | #TomFerryShow - YouTube
Channel: unknown
[0]
- Hey, today we're going
through the first of four
[2]
different listing attraction systems,
[3]
so you can be totally
dominant in your marketplace.
[7]
(rock music)
[13]
Hey, welcome to the Tom Ferry Show.
[14]
Super excited to share with you guys today
[17]
a four part series where I'm
going to walk you through
[20]
16, there we go, 16 different
listing attraction strategies.
[25]
We've shared 33 of them
recently at the success summit,
[28]
and here's what's great.
[30]
I've identified four for this week,
[32]
and I'll do four each week,
giving you an opportunity
[35]
to become more listing dominant.
[37]
What do we know, right?
[39]
It's cliche, we've all heard it before,
[41]
but you gotta list to last.
[44]
I would actually take it one step further,
[45]
and tell you that whoever is dominant
[48]
at listing property is in control.
[50]
The business has control of their time,
[53]
and more importantly with the wide variety
[55]
of marketing tactics I'm
going to share with you
[58]
over the next four weeks.
[59]
You're also going to be able to say,
[61]
I want to market to this price point,
[63]
or to this area, or all
these different sources,
[67]
giving you a plethora,
yes, first time used
[70]
on the Tom Ferry Show, of opportunity,
[73]
so you can win more business.
[75]
Now very quickly if
you go to TomFerry.com,
[77]
if you're not already there, on my blog,
[79]
you're going to see all these
different marketing samples,
[82]
right, all the things
that we're discussing,
[84]
all the things I've got here on paper.
[86]
You're going to have
access to to download,
[88]
so you don't have to reinvent the wheel.
[91]
And by the way, while you're there,
[92]
I would strongly recommend you take
[94]
the listing attraction
test, which is a little pdf
[97]
we have for you,
[98]
where you can go through
and say here's the
[100]
12 different sources that
Tom's clients are using
[103]
around the world, how am I
doing in each one of them?
[106]
What are my goals?
[107]
And then what are the
actions I want to take?
[109]
You're going to find
it extremely valuable.
[112]
So make sure you get back to TomFerry.com
[114]
and download all of that stuff.
[116]
So let's begin with four.
[118]
I've got two online, two offline,
[120]
two old school, two new school,
[123]
to help you immediately
start winning more listings.
[126]
The first one is this, if you're
living in the United States
[129]
over the last five years
we've had a 50% appreciation,
[133]
50% increase in home values on average
[137]
over the last five years.
[139]
So what should you do?
[141]
You should go back and
identify every one of your
[144]
past clients, and quite honestly,
[146]
every one in your sphere that owns a home.
[150]
And what do we want to do?
[151]
We want to divide up the list.
[153]
Let's just say it's you know, 50,
[156]
you don't want to do 50 in one week
[158]
because that would be overwhelming.
[159]
That would be a project that
would take you a ton of time.
[162]
I'm actually thinking
about two a day, you know,
[164]
so over the course of x
weeks, I'm going to do
[167]
two a day and here's the plan.
[169]
You ready?
[170]
We're going to build
for them a beautiful CMA
[172]
to let them know the value of their home.
[174]
That's the first part.
[175]
You're going to do as if you were going on
[177]
a listing presentation, so you know,
[179]
doll it up, make it fantastic.
[181]
Make it beautiful.
[182]
Show photos, show graphs.
[184]
Show them what's happened to home prices
[186]
in their area over the last five years,
[189]
two years, three years,
whenever they bought the home.
[192]
You're educating your
customer on the good decision
[195]
they made to buy that property.
[197]
Now in addition, as we're
sending out those two pieces
[201]
every day, we want to add
a little note right here,
[204]
where it says name,
you've done really well.
[206]
I'm curious have you had any thoughts
[209]
of trading up or trading down?
[211]
Let's talk in the next week.
[213]
And by adding that
little yellow sticky note
[215]
right on top of the CMA,
it's better than just
[218]
putting it in the mail and
saying here's the information,
[220]
here's what's going on.
[221]
You're letting them know, I'm
thinking about you personally.
[224]
I'm thinking about you personally.
[225]
So what are we going to do?
[226]
We're going to do that beautiful CMA.
[228]
We're going to add that
little sticky note.
[229]
And then we're going to follow up.
[232]
We're going to make some phone calls.
[233]
And when we make those phone calls,
[234]
you know, it's hey Shawn,
I was thinking about you.
[237]
I was thinking about your house.
[238]
I was, you know, so
excited for the increase
[241]
in value you've had over
the last three years,
[243]
since you guys purchased the property.
[245]
Are you guys excited about it?
[246]
And you saw my note, have you guys had
[248]
any thoughts of selling?
[249]
You know trading up, trading down.
[250]
Just engage them in that conversation.
[252]
Now remember, because
we've taught this script
[254]
many times before on the Tom Ferry Show,
[256]
when you ask that question, have you had
[258]
any thoughts of selling?
[260]
Pause, pause, right.
[263]
Don't jump into it.
[264]
Don't say more.
[265]
Because home prices and
this is what's going on
[266]
in the market.
[267]
Just shut up and listen.
[269]
And by the way when they go, uhhhh,
[272]
that means yes.
[273]
Right, that uh, well,
like they're not sure
[276]
if they want to share it.
[277]
If you get an emphatic
no, you can always say,
[279]
well are you living in
your dream home now?
[282]
Well no, we probably need
to redo the backyard.
[284]
We need to do this.
[285]
And they're going to share with you,
[286]
you're engaging with a past client,
[289]
someone in your sphere, on something
[290]
that is meaningful to them,
the value of their home,
[293]
and the difference you've made for them.
[295]
So that's campaign number one.
[296]
Now I promise you, when
you just start to send
[299]
every person that you
know who bought a house
[303]
in the last five years, an updated CMA,
[305]
that personal note, you're
following up with a phone call,
[308]
you're engaging with the right questions,
[310]
we're not expecting that every one of them
[311]
is going to say, hey
that's it, I want to sell.
[315]
But what do we know, people get divorced.
[317]
Kids move away to college.
[319]
They get pregnant, they get job transfers.
[322]
They get promotions.
[323]
Things change all the time.
[325]
You know and I know, every
agent watching knows,
[329]
you sold somebody their dream house,
[331]
and eight months later
they had to sell it.
[333]
It happens.
[334]
Let's get ahead of the curve.
[335]
So that's strategy number one.
[337]
Strategy number two, and this went bananas
[340]
during the summit.
[341]
I just loved seeing everybody doing this
[344]
on their Instagram.
[345]
It's that Instagram hack I shared probably
[347]
seven or eight months ago with you
[349]
where you're actually going
to do on your Instagram story
[353]
a couple polls.
[355]
So here's the first one.
[356]
It's going to say, are you
living in your dream home now?
[359]
Yes or no.
[360]
That little polling device on Instagram.
[363]
And here's what's great,
the vast majority of people
[366]
are going to go no, no, no, no, no.
[367]
And a few will say yes.
[369]
And then the next one
shows up where it says,
[372]
have you had any thoughts
of selling in 2018 or 2019.
[378]
Now again, yes, no.
[380]
Obviously you're going to
get a whole bunch of no's
[382]
on the first one.
[383]
You're going to get a
few no's on the next one,
[386]
and what are those?
[388]
Those are listing leads my friends
[389]
for free on your Instagram.
[392]
Now this one's so good
you don't want to do it
[394]
like every month, you
probably want to do it
[396]
maybe twice a year, right.
[398]
Especially as you're
growing your Instagram base.
[401]
But here's the kicker.
[402]
Once you get those yeses and no's,
[404]
then you want to send them
all private DM, right,
[407]
on Instagram.
[408]
Hey Shawn, thanks so much.
[409]
Hey Mintz, thanks so much
for acknowledging them.
[412]
And if they said no, you can say,
[414]
hey do you want to meet?
[415]
Shall we have a conversation?
[417]
Shall we engage, shall we connect?
[419]
We have clients that are getting listings
[421]
every single day from
this strategy my friends.
[423]
This one is a no brainer, as
in 100% no brain required.
[429]
Unless you're not on Instagram.
[430]
Then you might need a
brain, so pay attention,
[433]
it's 2018.
[434]
This one, a little more advanced, right.
[436]
I went old school, past
clients, sphere, easy.
[439]
New school, right,
Instagram, Instagram stories,
[442]
polling, you're going to
have to find the poll.
[444]
You might have to Google, you know,
[445]
how do I do that, right.
[446]
You could ask a 13 year
old, they'll show you.
[449]
This one is such a money maker,
[452]
I'm almost nervous about
sharing it with you.
[455]
I watched so many people walk up to me,
[457]
this was like the seventh
point that I shared of 33,
[460]
and people were literally
walking up to me at break
[461]
like if I just do that
one, I'm going to kill it.
[466]
So here's what it is, non-owner
occupieds and investors.
[470]
Non-owner occupieds and investors.
[472]
So what do we need to do?
[474]
First thing is obvious.
[475]
Contact your local title rep, right,
[477]
that guy or gal that helps
you is just absolutely amazing
[480]
and say, I'm looking
for every single person
[484]
in my community that owns
x number of properties.
[488]
That owns x number of properties.
[490]
Now you may say, I'm comfortable
dealing with investors
[493]
that own two properties, five properties.
[496]
I said to the group,
find the ones that own
[498]
seven to 10 properties
because they're really
[501]
in the business, right.
[503]
They own these houses,
they're accustomed to rentals.
[506]
They know the game.
[508]
And if you're comfortable
in that conversation,
[510]
and you do what I'm
going to ask you to do,
[512]
you're going to win.
[513]
And all you need from this
strategy is one or two,
[515]
and it's going to be a bunch
of transactions for you
[518]
over the course of your career.
[519]
So what do we want to do?
[520]
First, go to your title rep and say,
[522]
show me every person that own
under LLCs, S corp, C corp,
[525]
all the different ways
that they're kind of,
[527]
you know, identifying or hiding themselves
[529]
or protecting themselves, I should say,
[530]
from taxes, et cetera,
right, in their corporations.
[533]
How many properties they own,
[535]
you're going to identify all of them.
[537]
You're going to get a list of I'd say
[539]
no more than 50.
[540]
At the summit I said 100
because I was being aggressive,
[543]
but if you had 50 different families
[545]
that you could start
marketing yourself to,
[547]
using the tactic I'm about to share,
[550]
you're going to win one.
[551]
And that's all you need.
[552]
Ready, so you got your list of 50.
[555]
Here's what I want you to do.
[556]
One at a time, you're going to say,
[558]
okay Jillian, I've identified her,
[560]
she owns seven properties.
[562]
I'm going to then create
a CMA on all seven
[566]
of the properties and
bound them into a book.
[569]
Now if I really want to win,
[572]
if I really want to bring value,
[574]
what am I going to do?
[575]
I'm going to identify in
each one of those pages,
[577]
you bought this property in 1991 for x,
[581]
today in 2018, it's
worth y, congratulations.
[586]
And I'm going to hand write that on there.
[588]
I'm going to let people know,
[589]
I'm doing my research.
[590]
I'm bringing you value.
[592]
I'm thinking about you Mr
or Mrs or family prospect.
[596]
So I'm going to create CMAs on each one,
[598]
bound them all in a book,
[600]
and then I'm going to
send them this letter.
[602]
Name, I noticed you
owned several properties
[604]
here in our area, congratulations.
[607]
I work with several
families and investors,
[609]
helping them with property
acquisitions and trades.
[613]
I'm sure you receive
hundreds of these a month.
[616]
Why do you think I'm going to say,
[618]
I'm sure you receive
hundreds of these a month?
[621]
Because here's a hint, they don't.
[624]
They're going to be saying to themselves,
[625]
why don't, I should be
receiving these things.
[627]
I'm a real estate investor.
[628]
I own these properties.
[629]
How come my agent isn't
even sending me this stuff?
[632]
Very important.
[633]
Hundreds of these a month.
[634]
To show you I'm serious about
creating value for my clients,
[638]
I've included a CMA on
each of your property's
[641]
current values, take a peek.
[644]
Here's the hook, ready,
if there's a property
[646]
that's under delivering,
[648]
perhaps we can discuss alternatives.
[651]
If there's a property
you've already depreciated,
[653]
and there's no more tax advantage.
[655]
If there's a property
where it's already gone up
[656]
as high as it's probably going to go
[658]
based upon your understanding
of the knowledge,
[660]
if you've got under performing assets,
[662]
we should talk, it's so.
[664]
I can't even believe I'm sharing
this on the Tom Ferry Show.
[667]
This is going to be so bananas because
[668]
I'm going to get some email from somebody,
[670]
totally random in like Kansas City,
[672]
who's going to go, dude, I did that
[674]
and I got this one investor
and I got like six properties.
[680]
It's going to be that bananas.
[680]
It's all about execution,
[681]
but this is good stuff.
[682]
Alright, so back on that letter.
[684]
Right, take a peek.
[685]
If there's a property that's
currently under delivering,
[686]
perhaps we can discuss alternatives.
[688]
I'll follow up with a
call in the next few days.
[690]
I look forward to connecting soon,
[691]
Tom Ferry, Banana Real Estate.
[692]
Right, now, do I want to send
this in my brokerage envelope?
[697]
What do you think?
[699]
You probably want to send it
in a federal express envelope,
[701]
a U.S. mail envelope, you with me,
[705]
so it's nondescript, doesn't
look real estate oriented,
[706]
it's got the book of all
the properties inside there.
[709]
You know, you got beautiful photos,
[710]
you got a cover letter right here.
[712]
I'm doing this research for you.
[713]
If there's anything I can do to help,
[715]
my friend, you're going to win.
[716]
Now what are you going to do afterwards?
[718]
You're going to call, right.
[720]
You're going to call.
[721]
If you can get access to an email,
[723]
you're certainly going
to send them an email.
[725]
You know be mindful right.
[726]
Like you're doing your
research to find out
[727]
who these people are and what information
[729]
you can get, but at the minimum
[731]
you gotta make the phone calls.
[733]
And you gotta call and you gotta call
[734]
and you have to call and
you have to call some more.
[736]
And then call seven more times.
[738]
And then call in the morning
and call during the mid day
[740]
and then call at night.
[741]
And then reverse it.
[742]
And you want to do this until guess what,
[744]
they finally, yeah my wife
and I have been looking
[746]
at your package and we're thinking about
[748]
our property over on,
you know, banana street,
[751]
and yeah we actually are
thinking about selling.
[753]
Thanks so much, let's meet.
[754]
That's what's going to happen.
[756]
Do your research, identify what list
[759]
you're most comfortable,
the type of investor
[761]
you're most comfortable going after,
[763]
and attack.
[764]
This one is really strong.
[766]
Make sure you get to TomFerry.com,
[767]
download all the letters.
[768]
Download all the stuff.
[769]
Remember, 50 or 100 of these.
[772]
You get one or two clients from it,
[773]
and those one or two clients
can be trading properties
[775]
with you for the course of your career.
[778]
And that's what this is about.
[779]
Alright, the last one.
[781]
We're going to go into the future here.
[783]
What do we know today?
[785]
Facebook, Google,
YouTube, on any given day,
[789]
I think it's Google, YouTube
first, then Facebook,
[792]
those three are the three
most trafficked sites
[796]
on the planet.
[798]
Think about what I just said there.
[799]
Right, Google, people like,
Google is a verb, right,
[802]
it's what we do now.
[803]
Like you're talking to Google,
[805]
Google find me this, Google find me that.
[806]
Let me go research this, let
me go find the information.
[809]
You know what's happening?
[811]
The vast majority of people
that are thinking about
[812]
selling their home, buying their home,
[814]
they're researching home
values in Newport Beach.
[817]
Right, or home values in Creda Del Mar
[819]
or home values in you know Bananaville
[821]
or whatever their city is.
[822]
And guess what?
[823]
As they're doing those searches on Google,
[827]
do you know that Google
will give you access
[830]
to who those people are.
[832]
And you can then run ads on
the second most popular site
[836]
called YouTube.
[838]
So I'm going to show you
guys a video in a second,
[840]
but I want you to imagine,
I'm looking, you know,
[843]
homes for sale, thinking about selling.
[845]
What's happening with
prices in my zip code?
[847]
And then like a week
later after I did this,
[850]
my wife says, oh my God,
you gotta watch this video
[853]
of Steven playing tennis.
[855]
And I go on to YouTube,
and I go to the video,
[858]
and I hit go, but the
first thing that happens
[861]
is I see this commercial.
[863]
Are you looking at homes for sale
[864]
in Newport Beach, California?
[866]
I'm Tom Ferry with Banana Real Estate.
[868]
So far this year we've helped 36 families
[870]
buy and sell real estate.
[872]
If you're looking to
save time and save money,
[875]
click the link below or contact us
[877]
at 949-867-5309.
[882]
Click the link below.
[884]
So think about that.
[885]
People will literally be,
they'll be sitting there
[888]
like on their phone
going how did they know?
[891]
Click link, yes.
[893]
This one's an advanced one.
[895]
Gary Vanderchuck and I
actually talked about this
[896]
in January at his event saying,
[899]
this is the next evolution of doing ads,
[903]
where you're literally
getting people on Google
[904]
searching for one thing,
and then when they go
[906]
to YouTube, that super
popular site that now gets
[909]
more traffic than all
cable companies combined.
[913]
Let me say that to you
again, more traffic than
[916]
all cable companies, like all
of them together combined.
[919]
That's how much traffic YouTube gets.
[921]
And now you're going
to be running ads there
[923]
to win sellers.
[925]
So those are the first four of the 16
[928]
we're going to be sharing over
the next few weeks with you.
[930]
I can't wait to read your comments.
[932]
Which one do you like?
[933]
Which one do you already do?
[934]
Which one are you going to do?
[935]
Which on are you never going
to tell any of your friends
[937]
about because you want to
do it before everybody else?
[940]
So let me know, and
make sure you race back
[943]
to TomFerry.com and download
all the free goodies
[946]
because that's where it's all at for you.
[947]
So get there today.
[949]
Thank you so much for watching.
[950]
Remember always, your strategy matters
[952]
and now more than ever,
your ability to list
[955]
a large number of properties,
that's what rules.
[956]
Hey I'm Tom Ferry, and
I want to say welcome
[958]
to real estate.
[960]
Now there's a pretty good chance no one's
[962]
told you there's an 87%
failure rate every five years
[966]
in this business.
[967]
And there's only two factors.
[969]
Agents don't have the tools and they don't
[971]
take the right action.
[972]
I'm going to invite you
to click the link below
[974]
and get access to the tools so
you can win in this business.
Most Recent Videos:
You can go back to the homepage right here: Homepage