Generate "Come List Me" Seller Leads

All right, Frank, so this is going to be the format. So everyone paying attention is gonna. We're gonna do a free flow live Q A as we go. I'll tell the backstory and then Frank, I wanna. I want you to just set the stage quickly. Once I tell the backstory, your experience set in the industry, why you're qualified to school us, essentially, most likely all things lead generation related for real estate. Even though I know your focus is video marketing, we'll get into some of that. I met Frank. I feel like I know I was in one of the first 70 clients because I remember I asked you how many clients in viral and at the time it was 70. I think I might have been like number 70, which is probably a decade ago. And I've seen Frank's journey grow his business. And the thing I love about Frank. Well, two things I love about three things I love about Frank. He is like just a marketing nerd. Like as nerd as you could possibly get on marketing. Frank is a nerd and he's like old school, you know, Dan Kennedy, like all the stuff that, that, that, you know, that that works in direct response marketing. The second thing is that he's. He's only done one thing right, so we tend to sort of sway and shift and you know, this business is hard and so he's grown a business. So he just has really good business sense competing in our industry for our attention, which is awesome. And then what's the third thing? Oh, the third thing is that he tries a lot of new stuff and he tries it and some of it works and then some of it is completely crash and burn a lot.

Doesn't I usually go to a conference.

But it's awesome because he lets you know. Like, I remember when we did the expired thing together. Like, this is going to be awesome. Or it might be a total crap show.

It was.

And it's awesome because you keep showing up for the industry. And I appreciate the heart of service you have thanks to the industry. So we've got some, some deliverables like Frank is going to deliver. I think three tangible deliverables that we talked about before the call. But Frank, just start out like, expand on the intro here. Like, you know, specifically as it relates to how you can serve the crew here with your lead gen, direct response marketing and how you've helped the industry.

I read the Millionaire, by the way. Thanks to those kind words, Lars. Appreciate that.

Which one, the nerd or the.

I'll take the nerd. I like it. I appreciate that. Lars, I would say 10 years ago, longer than that, I read the millionaire real estate agent book that was put out at the time. Excellent book. And still today I would argue that that's the best business book on scaling any professional service. You switch out the word listing with client and you can learn a lot from that. And there's the lead generation model in there that just will stand the test of time forever, is that you divide the world and the people that you haven't met and the people that you've met. So you go get a list of all the homeowners in your town or your county or your district. You want listings, you go get a list of all those people and you stay in front of them with messages for response, probably with cold calls, direct mail. Some people will try social media, others will do billboards and radios. But the point is, is that you want to stay in touch with your target market of your habit mets as much as you can. But really where the money is made is when you have your mets. These are the people that come into your database, these are your opt ins. These people call you or you meet or you put them into a web form. You need to have something a little more strategic for Those people, like a 33 touch, they would say in the book. And just years ago, I just realized nobody was doing a good 33 touch. It was basically sending out a bunch of junk mail at the time and over the course of 10 years and working with thousands of agents, these agents would give me money, Lars would give me money and say, hey, Frank, will you help execute a database touch plan that gets people to know I can trust me, gets people to spend time with me online and see me as an expert, watch my videos, but also gets people to respond who actually want to buy or sell a house, not just a bunch of likes and people watching my videos and I go broke and I put that together. So for the past 10 years of my life, all I've been able to do and all I've done is travel to every conference, every mastermind, pretty much every event, spend time with top agents around the country and figure out what works to get people to respond who want to buy or sell their home. And I say this with no ego. I know just about everything in that little niche of expertise and I'm happy to share with you whatever you guys will know today. And I think Lars wanted me to bring you a couple of lead generation messages that would work to spike response to find somebody who wants to sell a home. Now how does that Sound right.

Awesome.

Is that kind of the gist of it, Lars?

For sure. And, you know, along those lines, I mean, Frank has. He's really done it all. He's. He's working with the top of the industry and taking on more stuff than. Than, you know, Got to get videos out. Video marketing is essential. Got to treat the Met database like gold. Got to have your touch program in place. But also, like, what. What direct response emails work the best. You know, even bridging into. Once some basics are in place, bridging into paid ads and what that looks like and. And all of it. So do you want to start with some of the. I know we want to get into the best video topics for Seller Legion. I know you have your magical seller Legion email, which is awesome.

Let's just start with the question on everyone's mind is, you know, like, you have your Haven't Mets and you have your Metzlers, right? So let's just use Charlotte as an example, all right? And everyone can follow this exercise with me of, like, how do I get listings as fast as possible? Right?

Like, let's just talk about solving that issue for all of us.

I'll do it right now.

49 minutes.

I can.

Awesome. Let's do it.

All right. So what county are you in, Lars?

I am. I actually live in Union County.

Well, what county do you want to sell out? Where do you want listings?

I would want listings like, within a mile of my house if I was going to do production again.

So let's. Give me. Give me an address, dude.

8-8-13 Bohaven.

Is that right?

It's Bea. B E A U. Sorry. So, yeah, within like five miles there. Yep.

All right, So I don't really know how to do this, but this is Propstream. You guys can use property. This is propstream.com. you can use remind inside your MLS. You can use real list. You can use Property Radar.

But a lot of investors use Propstream, don't they?

Yeah, it's sort of the investor space. It's. It's eking its way over to real estate agents. It's basically, I could pull all the MLS data, everything I need, get 10,000 records a month for 100 bucks a month. So I don't know, man. I don't know how to do this, but I'll just draw a nice layer. Sound good?

Yeah. I would like to sell all the homes in that square.

Perfect. Well, it would make sense as a marketer to get that list. So let me filter this down. Let's just stick with single Family homes. All right, there's 951. Does that sound right?

Yeah, I'll sell all of them.

Perfect. Now, I could go larger, I can go wider. And generally speaking, I might only target people that have lived there. Like how, how long do people actually live before they sell ours? Like, how long do they stay there before they list their house?

I mean, our market in general is probably a little bit more transient with some of the big companies. So maybe three years.

Okay, so at least three years. So I would get that list of 712, right. I download it, and that's going to have their first name, last name, mailing address, property address. It's going to be the, the list. So I download it. Now, your job as a marketer is to attack on a narrow front. You have limited resources and now to be in front of those people all the time. So usually, you know, you can cold call them. Sure, fine, whatever. You could try to spam text them. I don't know about that. Right. Probably the best way to be in front of them is with a letter, a personal letter. You know, America sorts its mail over the wastebasket and, you know, you get your mail and you have the stuff that goes in the waste basket. You have the stuff that you save, and the stuff that you save is a personal letter. So I would take that list of 712 Lars and you have to start mailing them all the time, maybe one or two times a month. A letter, like an actual letter. And the company that I recommend is letterprinting.net this has nothing to do with viral marketing, but it's just like, you know, sending a letter. You can send this really personal letter. And there's a whole bunch of nuances with sending mail that we can go through, which doesn't have time here, but you would send them letters. Now what would the letter be like? What do you say in the letter? Well, it would be, hey, home prices and the area up. And you can go to my website and find out what your home is worth and go here. Another thing you say in your letter is, hey, I'm doing a seller workshop on how to sell your home for the most, my least amount of time. Go here online and register for my online virtual home seller workshop. Another message you can send them is, hey, I have a buyer for your home. I'm working with a buyer. They're pre approved. They're ready to go. There's only like, I don't know what, three homes for sale in that area. Lars, like, how many listings are in that area right now?

Well, it's increasing probably. It probably went from 3 to 12 in the last two months.

Okay, well, especially beforehand is like, hey, there's only 12 listings. My buyers like any of them want to sell your home, I could do off market deal, call me and you just mail a letter out. And if you do it right, people call. It's probably one of the fastest ways to generate listings is sending out personal letters to a list of homeowners. And the cost per letter, if you mail standard rates, about 60 cents. So if you want to send a letter out, lars, to that 712 list, it probably cost about $462 and the chances of response are really high to get the message right. Sound good? So when it comes to haven't met, it's about figuring out what area of town you want to work. Go pull list of all the homeowners and start sending in messages that you have buyers you see, teach workshops. And again, like I said, you could call them, you could text them, you could put billboards everywhere, you can knock on the door, you can do flyers. But probably at the end of the day, the most efficient thing is a personal letter that works really well. Right. So you get that system set up. So, okay, I have a new way to get listings by sending letters. And just for what it's worth, Lars, I kind of shared this. I got into the real estate game myself three years ago, and I had to generate a lot of interest and people who want to sell their house. And I went all in with mail. It works so well that we mail 50,000 letters a month. We take the entire county of every single homeowner that's lived there for at least 10 years, and we send them a letter saying we have a buyer and people call. So it's really easy to scale up.

Because in that case, you're the buyer.

Yeah, I'm the buyer. But we've also done it where it's been a licensed agent to flip that way. And the only change in the messaging is I have a buyer versus I am a buyer. Everything else stays the same.

Do you have an example of that? Like what that letter could look like? Because I knew Andrea, I knew Andrea would, would know Propstream. I've only heard of propstream, but I've never even seen the inside of it.

Well, you don't have to use Propstream. You can use remind. Remind might be in your MLS. There's real quest might be in your MLS. PropStream is one provider. It's really been democratized you also have property radar. But the point is, is like if you're trying to get listings and you don't have a list of the homeowners of who you're trying to go after, like what are we doing here? And we have to get messages in front of those homeowners that get them to respond in some way that they're open to selling. So. So we want to take a look at that letter. Let me show you.

How many pro. I don't know if you feel comfortable sharing it, but how successful have you guys been using this tactic?

Yeah, I'll share.

I mean, I think I know the answer because you sent me a big package in the mail that you wanted.

Let me just pull up my CRM. So I use Zoho, which is like.

An off the shelf CRM, but nobody changed CRMs.

So we've had, we have 287 people that reached out that they want to sell their home that were working for an appointment. These are all my appointment setters in the markets that I'm in with the statuses, mostly direct mail. We get a little bit referrals from Homelight, but mostly mail. See that then nurtures. I have 1,691 people that said they're open to selling in the future. So these are the nurtures of people who are open to selling in the future that we're staying in touch with. And you can see some of the lead sources. But these are all long term nurtures that are, you know, I want to sell my home, call me a year or two, yada, yada, yada. This needs to be updated. This is pretty much old, but if this was correct, there's 67 appointments set with homeowners negotiating 60 deals under contract with 18 and purchased 100. But pretty much all of. Pretty much all of these are all from direct mail.

Talk about the nuance between if somebody doesn't have an intention of being the investor but flipping it into the listing. I've learned a little bit about this. But let's say there are 10% of people that would sell to an investor and there's 90% of that would consider be more dead leads. What's the nuance? And Andrea, maybe after Frank is done you can chime in on this as well. The nuance of flipping it into a regular listing.

Yeah, well, I'll, I'll walk you through that. So let me see if I can find you the I have a buyer letter or is it.

And if you guys have any questions, just type them in. The chat and I'll, I'll integrate them. Here's for the mailers. What was the website for the mailers again? Letterprinting.net letterprinting.net have you ever used any of the yellow letters, dot com or yellow letters?

I don't. It looks. No, it looks a little scammy. Yeah, I like a real personal, like printed for my, my printer at home with like a coffee stain on it. Yeah, real stamp, slightly off. Again, America sorts its mail over the wastebasket. I mean, don't do anything that would give it away. That is junk mail. Like putting your logo on the envelope would be just a disaster.

Totally. Yep.

That's a whole other discussion of cracking that nut there. But the point is, it's like, look, we're talking about how do we get listings? Like, what's the most fastest efficient way of just getting the phone to ring if someone wants to sell their home? Well, get a list of the people in your town that are probably most likely to sell, that have lived there for three, five, 10 years and pull the list and you can run equity filters on it and other things in propstream and work distressed or artificial intelligence likely to sell. But it's still a spreadsheet of people that don't know who you are. You don't know.

Yep.

So you got to reach out to them. So, hey, first name. My buyer is Regina Kevin. And this actually has to be true. Missed out on a home for sale in the area. I'm trying to find alternative solution. My clients want to live in the area and think your home would be a great fit. Would you be interested in a five minute chat about selling? This is a sincere note and I have sincere buyers. If you look us up, you'll find a dedicated team that's the top 1% of all realtors in the area. Just scan the QR code to let me know something like that. So you see how like it's very, very personal. Right. Let me see if I can give you another one.

It's probably one of the only cool things about COVID is that QR codes came back strong.

Yeah.

I actually know how to use them now. Like I never used it before. COVID now.

Yeah. So I think just like a simple letter like that saying, you know, I have a buyer of some type that goes out and again, there's nothing violating with the love letter or anything. Fair housing with something like that. So now what's going to happen is, you know, they're going to call saying, hey, what's this nonsense about this buyer you have, are you trying to scam me? Or, hey, what is this nonsense? You're like, yeah, I literally have a buyer. You know, I represent them. But my question to you is, would you like a preliminary offer that might change after we actually see the house, or would you like an actual offer that's real, that doesn't change. Which one would you prefer? And they'll say, well, I want the offer that's real. Like, great. Well, you'd probably would agree that it makes sense to see the house first to get the most accurate price. Wouldn't you agree, Mr. Buyer and Seller? Yes, that makes sense. Well, great. Let's schedule a time where I can come out and take a look at it, or let me send my runner out to go take a look at it, which is what we do. So you go out to the house, and you. You say, great, well, let me take some pictures. So there's a whole bunch of pictures you take, and then you fill out a property condition report. So there's like a. Like. Like a home inspection. Basically. Basically, do like a home inspection. Essentially, they say, will you sign an agreement? You have your real estate attorney write up a little right to solicit offers. Like, this isn't a listing. I don't know what the laws are in the state, but, you know, do I have the right to go find a buyer for you? And then they sign it with a commission agreement, and you say, great, I'll give you a call in three days. So now you take the pictures, you take the property issue report. You give it to your internal buyer list, which is pretty easy to build if you wanted to. You just got to work your buyers and say, who's ready to actually go to make an offer? Or you can go to the institutions. I know in Charlotte. There's still institutional buyers there. Zillow has their OR on Open Door. Open Door has their agent partner program. So you can go give the pictures and the property. You can just report to Opendoor and they'll give you an offer. You give it to Offer Pad. There's services like. There's services like Zavi Zudelio that have institutional buyers that will write offers. Those are usually the things that back up, like all these big agents running guaranteed offer programs. And the point is, is you actually get some real offers. Like, you get some legitimate offers to deliver on that promise.

Yeah, And EXP has express offers. I mean, so this. Not. Not everyone on this call is exp. But EXP has express offers.

Yeah, and they're gonna be Low. I mean they're gonna be, you know, the, the, the, the, the worst price, best terms. But while you also have the pictures, what else are you doing? You're running a CMA of like what, what you would probably sell for if you listed it. You might Even go to airdna.com and figure out what it would air. You might even call a property management company up. You might even figure out what it would rent for. You might get them pre approved for a buy before you sell, offer some power buyer bridge loan and then the very next appointment you say look, I got your offers but I also have all these other options. You know, let's go over all of them and you pick the one that's best for you.

Yeah, that's exactly right. So, so you're coming in with you know, a 70 cents on the dollar express offers and then you're coming in with a 30 day quick.

The local investors will be at 70. You got to watch out for them. That's like almost insulting sometimes to the seller. You have to find out what's right.

Yeah, that's right. Because I guess you're. Yeah. You're not advertising a distress. It's not a distressed seller necessarily.

No, I mean the holy grail is to actually everyone here should start their own VIP buyer list. Like so office exclusives are coming back, you know, like, hey, I'm not putting this on the mls and you could do that again. I don't know all the cooperation rules of the mls, but if the seller requests it, I think you're fine by like marketing a deal that's not in the MLS if the seller requests it. Right. So what our clients are doing to build their off market buyer list is they're sending out an email like this so. From Lars Hedinborg, VIP homebuyer list invite. Hey, you're invited to get access to homes for sale you won't see online. Hidden Charlotte home inventory you won't see online, get immediately notified of private off market exclusive listings. And then people would click this would go to a landing page and they would type their timeline. If they're pre approved, they have a home to sell and they enter their contact information. And now you have a, a kind of a buyer lead. Right. But here's, here's the message. Dear home buyer, I have a list of homeowners who want to sell their home here in Charlotte but don't want it to appear online. Just like that came in from the I have a buyer message. Right. This is usually for privacy purposes. You know, you Won't find details about these properties online or in home search websites. This is exclusive inventory for sale. The homeowner likely wants to privately see what price they can get for their home, which is exactly what you got signed from the I have a buyer campaign you sent out. Right now the reasons homeowners may want to sell are many. So I invite you to sign up for my VIP homebuyer list to get access to these hidden homes. I want you to get pre approved by a lender or pay all cash to make a competitive off market offer quickly. And you receive confidential photos, which they are, and even maybe a video walkthrough of the home with a property condition report like a full inspection I completed. I may even be able to arrange a private in person showing or at least maybe bring you into the house on facetime or Zoom if the seller is open to it. And I'll help you put together the offer and manage the whole transaction off market per the seller's request for all the MLS police. And I want to be clear that homes available on my VIP home buyer list are by seller request. And you'll be the first person I let know about these homes for sale, including the agents in our office to bring a competitor offer your homework. So if you send this out, you'll get a bunch of people opting in or run as a Facebook ad. I mean you'll get a bunch of people that want this. Then you call them up and get them pre approved so they're ready to act. So they're a bona fide real buyer. And now what do you do to get listings? You market your buyers. Call me. Right.

And then what's the. Are you guys still using the magical seller lead gen email to the entire database?

Well, that's what I want to talk about next. So I just want to give you guys a strategy of like what's the fastest way just to get listings? The fastest way go pull a list of homeowners in the area that you want that ideally has a high. So let me give you some criteria like so Lars, if you want to drill it down a bit, let me give you some filters that gives you a little more responsive seller list. I would say maybe take the whole county. All right. And then sure, if you want to just sell around your house, that's fine, but that's kind of not always the case. Let's start with the whole county. I'd probably say lived in their home for maybe at least 10 years or at least maybe go to the MLS for title company and say, what's the median when people move? And I would choose the median or higher. I would probably type in a price range that's around a fat part of the market. So, like, a little bit below the median price and a little bit above the median price. I wouldn't go too low or too luxury. I'd stay right around that fat part of the. The bell curve on estimated home value. And then you don't even have to put equity filters on there, like, how much equity is in the home. If they own the home for eight years, there's plenty of equity to pay you. Right. And I would just download the list. All right? And certainly, you know, you might have distressed properties in there. But the problem with distressed properties is now that, like, everyone has access to these, like, prop streams. The second your home ends up on one of those things, like, you're assaulted. Like, your phone just constantly rings and you constantly get texted, and you just get the postal service that shows up with buckets of mail from people all over country or world. Now, I haven't had much success with the distress list just because that information is so democratized now that everyone has access to it. You know what I mean? If you wanted to go after distress, you probably got to go directly to the county recorder and pull it, and you might have a couple weeks before it ends up on a site like Propstream and get to him first.

Yeah. I've got a guy in that's doing that with probate deals, but he's getting them ahead of the data services because he's got a guy there every day.

You got to go right to the county recorder's office.

He does 60 deals a year that way on probate. And that's calling, like, a spouse of, like, your husband died.

Yeah, I mean, I had someone that screwed up real bad. I mean, they were going and pulling divorce data, and the spouse wasn't even served yet, and they knew about the divorce. Hey, getting divorced. No, I'm not. That's fresh data. Be careful. Right.

Can you share generic versions of the.

Oh, yeah. Here you go, guys. Have fun.

Yeah.

So look, if you send an email. So let's just be. Let's just be real, dude. Like, let's get some listings. What's the number one thing you could use to get listings? Buyers. Right. So send an email out to your list and say, who actually wants to buy a home versus, like, screwing around online? Look at pictures, but put your information in. Let's actually make sure you have money and you're ready to Move, Right, Great. And you got like 1, 2, 3, whatever. Right. Like legitimately, ethically having real buyers. And then you need to go out to homeowners and let them know that you have buyers.

So you mean we actually have to work to generate buyers and sellers and actually match them again.

That's called your real estate agent.

Oh, my gosh.

And all the better do. I mean, honestly, like my. I have a prediction. I don't think it's good for society. But I think just like in commercial real estate, the joke is what's. Where does everyone go commercial real estate? Loop. LoopNet. Right? LoopNet, yeah. Like all deals go to LoopNet to die. I think it might be the same with the mls with the power of these big teams having controlling so much of market share that they're like, I don't want to put on the MLS and pay to buy psycho broke. I'm just going to find my buyer internally. The last place I want to put is there maybe, I don't know. I said my prediction.

No, I think I agree with you. I heard some stat that it's like 70% of deals, residential deals are transacted off MLS or some like big number.

Well, especially with all the institutional buyers. Yes.

Yeah.

You know, Blackstone's pulling out from that. But it just. Look, I'm just saying, like, if you're entirely relying on putting a market out to the general public to find a buyer, you're kind of behind the eight ball where things are moving. Like, you should have your own internal buyers list pre approved. Right. And then go market that you can get a guaranteed offer, you can get a quick off market offer for somebody and do it. And yes, it'll probably be low, but your job is to explain all the options.

And these essentially, these are the things that these lead aggregators now on the seller side are doing. They're doing everything they can to get in between a seller and the agent and taking their, you know, 25 to 40%. Right? Yeah, a lot of it.

That's what Homelight does. So we buy homes from Home Light. So Homelight goes and blows all this money on television, radio, and they have a whole SEO team writing giant checks. Someone goes to Homelight and says, I want someone else right now. They don't give it to me. They have another. They have like a concierge calling to get them on a phone call and warm them up, qualify them and then, you know, basically get them ready to go. And then they do a warm handoff to me and we pay them 4% of the purchase price at close, which is pretty good. So if I buy the home for 100,000 in the Midwest for an investment property, it's a $4,000 cost per sale, which is a bit high, but a no risk. $4,000 cost per sale. Okay, that trades a little higher then probably, if I took the risk on the marketing is probably 1 to $2,000 for the deal. Yeah, ideally. Right.

So can you share the. Can you share a copy? If you have a generic copy of the first letter, I have a buyer.

Let me see if I can find it. That one's for a client. I don't know if I put that one out there. Let me see if I could find more of a generic one.

And now everyone is looking up Tim Pearson. Like I know what Tim is doing.

Let me see.

And then, then we'll do the magical seller Legion. Because I remember when I did that, it just.

Oh, it's incredible.

It was magical.

It was magical, wasn't it?

It really was, dude.

Google Autocomplete when I did it back in the day when everyone's watching the keeping it reels. When you typed in magical seller, Google autocomplete had magical seller lead generation email. That's like. I was like, yeah, I created if you have it.

I think it's public on your blog now, right?

It might be. I don't think I've updated for that for a while. But let me see if I can find.

Let's see what Andrew said. One of these marketing stress services, not to mention. So Andrea says, you know Andrew, we'll probably have time. I probably might bring you on in a few minutes just to talk about any of this as you might be able to add value. We encourage people marketing to shows, not to mention what they they what list they were on. Don't say someone died. Yeah, no.

God no. Yeah.

Just let them know you would like to make them an offer on their house. Sometimes the lists are wrong and it can get awkward.

I would say don't do that. The point is, hey, here you're divorced. Hey, you're going to lien slapped on your house. Hey here that someone died now.

Yeah. So the whole point here, I mean this is the investor agent hat you know, agent, investor, whatever is getting involved earlier in the process before it's an REO or before it's a short sale or before it's, you know, listed with another agent.

Right.

You're just getting ahead of it. Or before they go to home light and home like it's the lead and they sell to you for 35%, which is out of the economic model that we would ever recommend. All right, awesome. So what's next?

Yeah, well, so let me just. I can't find. Look, let me just give you guys a letter. It's really personal. Hey, first name. I just want to reach you out of blue to see if you have any interest in selling your home at property address to a buyer of mine. They're ready to move. They're ready to go. There's only X number of homes for sale on the market, and they are really ready to make an offer. If you have any interest in your open the idea of selling, give me a call and I'll tell you exactly what. They can pay you at my cell number here. Call me, Mars.

Yep. And we wrote a handwritten version of that to expireds.

And.

And it's slightly different to Fizz Bows. And it works. It works amazing.

Yeah. So you can go pay the $2.50 for these companies that have the machines, they handwrite it. Same message. Or you can send a personal letter out. The problem with handwritten mail is when it works, it's really expensive to scale, to like, say, I hit it now go like, I found oil. Let's drill. So I found oil and I want to drill, but the handwritten was just priced me out of doing it. So I just went with like, just a personal letter. It was easier to scale up. So 10,000 letters I can get for about 6,500 bucks. So 6,500 bucks gets me 10,000 letters. I drop 10,000 letters, I'm a buyer. And then, you know, I'll get, what, 60, 70, 80 calls? 1%. Right. No more than that. I'm sorry, that's for the price. I get 100. 120, 130 calls. And from that, I'll convert that to a couple deals at a cost per deal of a couple thousand bucks. Deal. Great. Just mail, Mail, mail, mail, mail. Right. And what's nice is you're not going to get outbid on the price of the stamp. Okay?

Yeah.

Right. And the postal service isn't going to open your letter saying, I don't like this. This is a protected ad, Cordy. Corey, I'm not going to run this. This letter. Right? And then, you know, there's no. There's no do not mail list. So the people request not to be mailed anymore. You can keep mailing them and there's no penalty. There's no spam list. There's a spam folder.

Awesome.

So hopefully that was kind of helpful when it comes to getting new people in your database. You guys digging that, right? Another message that works really well, by the way, is inviting people to go online and register for a seminar. You're teaching how to sell a home. Yeah, I'll give you the copy for that really quick.

So guys, if you're in Game Changers, this is going live in the group. If you're in B school, this is recorded as well. So.

So go back and you might know Matt Charleston spends like, tell him he's.

Right there with Jeff Cook. When I drive into Charleston, I can't avoid those two.

So he's just driving everyone to a seller workshop and right on top of his website. So look, he's doing the whole guaranteed offer thing. I got a buyer. That's what he's doing. This is $2 million a year in ad spend. Why would you not do this? Like, clearly he knows what he's doing. And then the secondary offer is to come to my seller workshop. He's running radio ads and doing direct mail and getting the word out. And if you guys want to see a little bit of copy for that, that gets the. Gets the. Gets this to work really well. Let me see if I pull it up, find the Eventbrite page.

I would imagine there's good copy right now you can do around shifting market. And.

I don't know if this will work for you guys. It might, but this is a client of ours up in Syracuse, New York. So we have the Syracuse home selling Workshop. It's the official Syracuse home seller workshop. To learn what's happening in Syracuse real estate with key mistakes to avoid. So you sell your own 15, 20 more money. Here's the copy. And he. He invited in a political guest. And they're going to mail it out to the GOP donor list. The CO market. Right. And yeah, bonus. Right.

That link you put. Look at that photo for sure that the. The link you put in the chat didn't work.

Yeah, I don't think it's public. That's the thing. He hasn't. He hasn't actually published it, but I wrote the copy with him. This is all my stuff, so. But it's here in the recording. But you know, he's gonna take his whole database, load it into Eventbrite, send out the invite through Eventbrite. Because you can upload a mailing list to Eventbrite and send it out.

And these are.

I'm.

I'm assuming this is a live in person event. No, all webinars they're virtual. Okay, good. So that was a good question. I would have assumed you'll have a.

Better turnout online now. That shifted during COVID hard. I mean, everyone was doing them in person, but now it's all webinar.

That's even better.

But.

But it's probably not. It's probably a live webinar.

Yes.

My recommendation to do it live because you want to interact, you want to answer questions, all of that stuff. You don't want to evergreen this until you get through it.

This is a. I worked with sue for a while. She's put thousands of people through these webinars up in North Jersey. So her two big ways. She lists, you know, 5 million GCI is seller workshops. And I have a buyer in sphere, which is literally what we're going to talk about today. Right. So here's a podcast I did with her, if you guys want to listen to that on maybe dialing in the. The seller workshop model.

Yeah, she's.

Which really positions you as expert. And by the way, the workshop recording is great period listing stuff. Hey, before I come on the listing, I teach this stuff. When you watch this workshop totally positions you against your competitors.

And this is. This is all offers to your met database.

It can go either or, or not.

Not even really. I mean, if you have a database of 20,000 and, you know, a thousand are Mets and 19,000 are not Mets, this goes to the whole database.

So, yeah, 100%. So I think what's important is, like, you have your. So every single person here should have a list of homeowners that are in their city, county, I mean, sized right to what you can afford. But like, here's the homeowners I'm trying to listings with. I got the list from propstream or remind. You know, I got to get in front of these people. So pick your poison on your form of rejection and money you want to spend to do it.

Yeah.

I think direct mail is the where you'll probably end up. Right. And put offers for immediate response in front of them. Hey, call me. I have a buyer. Hey, come to my seller workshop. Hey, go to my website. Find out what your home is worth. Hey, get on my home buyer VIP list. Sure. Right. And start sending out messages and, you know, and people will respond 100% and.

And 1. One farm. I guess, for lack of a better word, one message at a time for. You don't want to mix up all these offers or.

Oh, one message per letter. Correct.

So one message per letter. But then are you going to Beat that message over the same list for an extended period or do you change up the offer?

No, you can change them up from time to time. I don't have the answer on that.

Got it.

The reality is, is just mail them as much as you can possibly afford. Typically, what I see for best response is one to two times a month.

Okay.

So hitting your farm. And if you don't get response in the first mailer, you screwed up. This is not this whole like, I got to wait a year. No.

Yeah. So a farm is the wrong term that this is.

Yeah, it's more. It's. You should have a hundred percent response on the first letter going out. If you write the copyright, if you get the offer right. And you hit a need and you hit a real need for a needy niche.

And when you mean a 1%, probably.

A 1% callback rate. So I'd say maybe with, you know, 10,000 letters, you get a hundred calls.

Yep.

And some of those people are gonna be like yelling at you, like, great, I'm gonna sue you for mailing me. Like, right. And then some people be like, hey, thanks for calling. And I'm interested in learning more, you know. Yeah, what we use is you probably. You probably talk about call rail or something like that. I really recommend you get like a System.

We've recommended CallRail or RingCentral. Gets pretty cheap trackable phone numbers too. But call rail is kind of our call tracking recommendation. So you guys don't have to put your cell phone on all these things.

Yeah, let me see if I can find.

And I'm going to force you to pull up the magical seller Legion email.

Yeah, I got that. Next. I just wanted. I want people to hear like maybe a. Hello, Scott, my name is Don Sauter. I'm calling on behalf of David Gaith from 63 White Cedar Drive. Actually, David, hi, Scott Agnew, this is Debbie Drury at 2951 South Fairway Drive. I got a letter in the mail from you wanting to purchase my home. I wanted to let you know the home is not for sale. Mailers like this. Hi, Scott, my name is Leva Groves. And you sent a letter in regards to my parents home in Tempe. And we're actually getting ready to sell and I just wanted to hear what you had to say. Please give me a call back. My number is 480-so-goal is to get a lot of those. Right. Filter through those to find the ones that people ready to sell.

Yeah.

Awesome, awesome, awesome. So let's talk about your existing list. Right. Which is kind of what I do in viral.

Yep.

So you want to have a really good. So all these people are coming in. Right. You have all these leads, you have all these contacts, you have all your past clients, you have your centers of influence, but you got all these contacts coming in. You probably should have some type of way to stay in touch with them that they get to know like, and trust you and see you. And you can make videos, and there's video topics you can send out, but here's the 36 touch plan that will crush it for you guys. And let me kind of give you a content calendar so you kind of visually see how this looks here, let me give it to you. Here you go. So imagine your database just getting constantly communicated with this way. And you'll find different gurus and experts, people, all these different recipes to, like how to make a cake. All right. This is my recipe to make a cake, and my cake is awesome. So this is just my recipe. So I'm going to recommend two video emails a month to your list on the 1st and the 15th or somewhere around there. But the 1st and the 15th of each month, come up with a question that people are asking. And let's have some fun really quick. If you guys. Pull up the chat. Pull the chat right now. Let's have some fun. Pull up the chat. Come on. What is the number one question you're getting from homeowners right now? Write it. What is the number one question you're hearing every day from homeowners right now? Write it. Let's crowdsource it right now. Please write in the chat, what is the number one question you're getting from homeowners every day? Or what questions should they be asking you? What's the number one question homeowners should be asking you? What's the number one question homeowners are asking you right now? The question is going to seem simple and naive and maybe stupid or uneducated to you, but no, you're the expert, and you're deemed an expert. Not by your peers. You're deemed an expert by your audience. And this is your audience. They're the ones paying the commission. So they are the vote. These are the topics for your videos. You're welcome crowdsourced from the top realtors around the country. There you go. If you just title all of your videos that question, I guarantee you to perform just fine. How's that, Lars?

That's beautiful.

There you are. So you are going to film two quick videos a month, three to five Minutes long, a little more of longer form content for YouTube and answer that question intelligently and look good and sound good and put up on YouTube and email it out and put on social media on the 1st of the 15th. That's the blue dot. Got it. Then once a month, it's time to make an offer for an immediate response to that list. Here's this nice video. I'm so kind. Here's this nice video. I'm so kind. Boom. Once a month, right hook. Get the leads. Get the leads. That's the yellow. That's the lead generation email. And there's a couple. I can show you one of those lead generation emails. I have a. I have a whole bunch of these ready to go. But hey, I want to invite you to a home seller workshop. Hey, I want you to come to my buyer workshop. Hey, would you like a consultation of some pre listing improvements? Get your home ready to sell with contractors. Hey, would you like to know what your home is worth? Hey, would you like a guaranteed cash offer on your home? Hey, do you want to roll my free prize giveaway? Hey, do you want to, you know, qualify for my rent to O program? Hey, do you want to get my buyer VIP list? These are all offers, right? So once a month, you put one of these together. This is what Lars was talking about is this is probably our number one. Well, not that one. This one. This is. I said, you know, you send this out like in the middle of the month and if I were to give you anecdotally the best time. This is just anecdotally. I don't have stats on this. It's just from being in the industry for years of what I feel is best Saturday mornings. I like Saturday mornings for my direct response offers, right? Anecdotally, I may be wrong. That's just my own gut feeling. From Lars Hedinburg, your 2022 updated Charlotte home price. I wanted to update you about your latest home price. Get the latest market sales price for your Charlotte home for free. See how much your home sales price increased this year into your home address here to find out what buyers will pay for. Now, you could drive that to your homebot. You could drive that to your free home value tool. There's a gazillion out there. I just said the hell with all of them. I just created my own landing page. Same buddy, no profits. Lars, we got to reduce expenses, right? I don't have this. $30 a month. All right, that's really $60. I have to go or to have $30. Profit after tax. I digress. The point is you can create a simple landing page. What's your address? Are you thinking of selling soon? What's the condition of the home? What type of property is this? When was the home built? Are you working with an agent? Anything else you want to tell us? Notice how I asked for the contact information at the end? You'll get higher opt in rates that way. All right. Then it says, great, I'm going to call you to get some photos so I can actually give you an accurate value because the ones that you got online, incorrect. Hence Zillow offers that link to that. Hope they're not, but you guys are. I'm getting at like the whole value of being in real estate to get the real price. It's probably to see the actual house. Right. So that's kind of where it goes. So you can create your own little landing page that was created on paper form. I'll put it right here for you. You guys can go sign up for paper form account. I think you have a free account and you just copy over and create your own landing page just like this.

Yeah, most. Most have. Probably have a seller home eval and.

You can send it right there.

It's perfectly fine with the platform. Awesome scroll.

So here's, here's the, here's the message. Right? So it's just based like, home prices are up. Here's what's going on. And if you want to know what your home price is, click here and find out. And that just goes right here. I can factor in what the algorithms can't. That's why we talk to me. And they click that and it goes right there. Is that cool?

Yep. And that. And so between the different offers to your database, I mean, you, you have four offers that you basically once a.

Month, you pick three to four. Your top ones are going to be.

Search for home three times a year.

Each offer, I'd say, I'd say maybe run one every quarter. So you really only need four. So my four draft picks are getting off. Run your home, get a guaranteed offer on your home, Find out what your home is worth. Come to a seller workshop. Search homes for sale.

Yeah, so. So three are seller, lead gen and then one's buyer.

Yeah.

Awesome.

And then let me give you. So let's go back to that chart. Right. So what are we doing to stay in touch with the Mets now that we have all these leads coming in? Well, all right. So you guys got the blue, right? You guys got your topics for your videos. It's all there. And I gave you some examples of your yellows. Your one yellow a month. Got it. So your one yellow month of spike response.

Yep.

I gave you some examples of what those call to actions are, which is just an email. Back to landing page. Email back to a landing page. There can be some social media posts. Landing page, mostly email. Right now, do you see the orange? What's the orange? These are clips. These are just clips from your blues. This is just taking little clips from the blues from the two videos and make it a clip. Let me give you an example.

So how long would the blues be in 15, 30 seconds?

So you make. So you make a video that looks like this, right?

So the clips are 15, 30 seconds. The longer video is three to five minutes.

All right, Today I'm going to answer the question, are we really in a housing bubble? So Sean, the webcam, good enough. It's cheap, it's fast into another housing crash, like two. And in every video, I recommend you make three key points. If you ever get any professional speaker training, they're always going to tell you make three points or tell three stories. All right? So in your video, try to just keep it to three key points, all right? That way when the editor has to actually pull the clip, you actually have something to pull versus the discombobulated mess, right? So three key points. So here's an example of a clip. How do I buy a house before selling my old home? By including a home sale contingency in your offer, you can purchase a new house once your existing one sells successfully. If your current home doesn't sell within a certain timeframe, you can cancel the purchase contract without any penalty. To sweeten the deal, your agent can explain to the seller that your house will likely sell fast. So 20 seconds market, right? So you just pull the clips. Now you might say, okay, how to make a better video. How do I use a camera? You can get something like that recording you while you're doing your shots, right? But that's the basics of it. So again, I just want to show that to you. What's a really good 36 touch program? That's the recipe that's not expensive, that's fast, that I could commit to for like a decade. That's not going to cost me a fortune of video guy running around with me everywhere for five grand a month. And all the emotional energy of creating content forever and ever and ever. Like you really got to decide like, are you a YouTuber or are you a real estate at some point, right? So there you go, how's that, Lars?

Awesome, awesome, awesome. So we did have one question from Jeff. How did he word it? It was up there. He said, can you just do all of this for. For me essentially was his question.

So I could do everything except the cold direct mail letters. And that's what we do. So everything I showed you is what I've been making a living at for 10 years. It's all there. You can go to the website, but.

What we don't do and say the reason why you are willing to give, essentially give it. You've literally told us all of it. So you can go implement this on your own. And there are people that can do it and there's technology out there that does what you guys offer with your tech stack. But why do people hire you?

Because it's. Because if you're not an assistant, you are one. So let me give you an example. So this is the report you get every month, okay. Is you speak to your marketing person every week. Did you update your email list to the database? Did you talk about strategy once a month to actually make your videos better? Did you actually shoot your videos this month? Did you send your two videos to your database and did you get three clips out of them? Were all the videos posted on social media? Are you. Did you get the report of everyone who clicked the links so your appointment center can call them and actually get business? Did you send your lead generation email out to your list and how many leads did you get? And then some. Then did you boost it? So like every single month, like you have to put this report together for yourself. Like all this stuff that has to happen month after month after month and you start realizing like, man, I just need to be like going on listing appointments, not editing video or coming up with the creative of what to say or you know, posting on all the social media things like I need to be on the phone or training someone to be on the phone so I can go on listing appointments or if I have too many listing appointments, I gotta be training someone to go on the listing appointments. So I think it's really more of just looking at your dollar productive time of, you know, I figured out how to like assembly line this to get efficiencies right because all the clients are doing the same thing for 625 and then you know, you get half that paid for. So once you're doing videos and once you're doing a blog, you sell a sponsorship. So there's a title company that's happy. There are many states around the country, they'll pay half your fee and all you have to do is just bring up the title company in your videos and let people know about the title company and emails. So there's lots of businesses whether they're on the settlement statement, which is a little more tricky, Respa or not, that would be happy to advertise in your videos and on your blog. A good list of those possibilities is.

Well, yeah, most of us have had, you know, some kind of sponsor money. Mortgage and title are typically the two biggest.

Yeah, but there's, here's a whole bunch of other options of hey, you want to advert, work with me. One of the top realtors in the city, you know.

Yeah. Awesome.

Does that help ours?

It's beautiful. That was, that was really solid. Any questions for the last three minutes here? So, so the thing, Frank, I like about how your journey has evolved is that, you know, pre you and Katie's investor days, you know, you were, you were the report, you were in it, but you were reporting on, I was.

The reporter on it.

Yeah.

So, so now I felt like a complete imposter and fraud.

So now you guys have, you guys have acquired. Yeah. You've acquired over 100 properties at this point, 200 properties. So years again, it's a little bit putting. Yeah. Andrew is going to jump out, but it's a little bit, I do see this. I've recruited into EXP, a big real estate team. They'll do 800 transactions this year, but 150 are off market. And, and they're sort of a, they're, they're a top team. But they're, and all of his agents are trained to have two hats on at all times. I mean at a very high level. So I think your comment about everything going toward there or a big chunk.

Of the market going, deals go to MLS to die.

Yeah, like I, I, I, I think implications of that. Yeah. I mean, but, but you know, there's lots of reasons why I think the industry is going to change. So, and you guys know that this, this time is sacred and I would never bring someone into your world that I don't trust with you investing money in. So this is never a pitch fest. It's never anything. I do not have an affiliate relationship with Frank. All the money goes to, to viral. So there's no agenda there. It's just to get you guys, you know, if, if you think you need help doing this, there's not anyone that has done it, you know, as long as Frank has done it. So, so Awesome.

I just give him two action steps.

Yeah.

All right, here's two things you need to leave here today with a haven't met list. Go get a list somewhere, title company, propstream, realist, whatever. Go find a company that can give you a list of homeowners that have lived there for a certain period of time around that part of the market of median sales price and get stuff in front of them that you exist. That is a good offer that solves a real problem or real pain for people however you want to do it. Go knock on their door if you're broke. Right. Or where you start. Or make the cold call. But even that's hard because half those numbers don't work right? So probably knock on door flyer at a dark mailing. That's the first thing. The second thing is why don't you export all the contacts from your cell phone? There's an app called Covey C O V V E E that will do that. Why don't you export all the contacts from your Gmail? Why don't you export all the contacts from your CRM? Got it. You guys can figure that out. And just for what it's worth, run those lists through a service like Neverbounce that will remove all the bad email addresses. It's really easy. Okay. Upload them to mailchimp Constant Contact, some email marketing program we're familiar with. Okay. And send them a message. Hey, excited to reconnect? You probably hadn't heard for a while. I'm still selling real estate. Here's what's going on the market. I want to let you know that if you do own a home and you want to know what's worth, click here. Or if you want to buy a home, you want access to my off market inventory you can't find online, Click here. Look forward to stay in touch. We send you some videos, Lars.

Yeah.

And send out that type of message to your whole list. That's the second thing I do.

And you guys don't really sweat. You know, once you confirm it's a good email with Neverbounce, you're not really sweating. Full contact details. First name, cell phone number. Just a good email through Neverbounce. Because you're, you're eventually creating a lead out of this. They're taking action. They're giving you their first name, they're giving you their last name. So that's always been something I've been tripped up on, which I think is a really, really valuable.

Let me give everyone that app really quick.

Is it Covey C O, V. Yeah.

I got the link. Hang on.

Awesome. We've got a roll. But, Frank, this has been one of our best. This has probably been the best production mastermind that we've had. Not as much masterminding because we're just getting all of your wisdom, but I can tell you that this guy has. Has the. The. The experience to back it up. So what's the easiest way to get in touch with you? Get viral.com.

Yeah, here's my email. Just email me if anything. Then if you want to talk about working together, just go to our website.

Yeah. Awesome. All right, brother, Much love. Keep crushing it.

We'll.

We'll talk soon. All right, you guys be good. We'll see you next week.