A recorded talk (informal presentation) on practical marketing strategies for real estate/business lead generation. The speaker emphasizes implementing high-impact tactics—direct mail (expireds), yard sign marketing, radio, viral videos, IDX websites, past-client (‘raving fan club’) outreach, and disciplined expense management—while advising split-testing, low-branded direct response early on, and caution about geographic farming.
All right, so let's, let's kind of get into. I'm going to breeze through this because I don't want to spend a ton of time going through what hopefully most of you at least realize. A lot of you though aren't implementing some of the basic tools that we use here in the program. So from a marketing standpoint this is one of those things where it's a very, very high dollar productive activity. So your ability to put in. Let's pick expireds for example to put some effort into either using the postcards that I've developed or the Haas Pratt letters that some of you have used successfully. And we continue to split test the handwritten expired letters. There's been some threads on Facebook there about scripting on that and I'm working closely with my ISA to get the best scripts out to the group that are converting those calls into appointments. But anything you do around marketing to bring in high quality leads is a good use of your time. That includes you know, communicating with doing your viral videos. If you're using viral which I'm a big fan of. I started with very very low branded unbranded if possible. The bare minimum from a board success standpoint to to keep me legal which if some of you are there you need to stay with direct response low branded. The branded advertising will come you know it will come as you, as you scale your team. Most of the time you know, buyer side is easier for for to get people on the phone and to get them to work with you. They're less likely to hire mult you know, interview multiple ages. So to start on that side is is important. Obviously most of you know what IDX platform is. You know a website that has consistently generation going on yard marketing the three yard signs. If you don't have the three yard signs or you haven't figured out a way to get any get around any kind of city ordinance or neighborhood restriction around it. There's some good Facebook threads of how people have gotten around the single yard sign. It will double your sign call volume if you go to multiple yard signs seller lead gen. We focus on expired FSBOs and radio here. Get a lot from past clients from go for no a lot from our buyer Internet leads and our yard marketing as well. But the focus has been on direct mail and then and then radio and then raving fan club. I've done, I've always mailed to people that have except probably my first year I think probably in my first by the end of my first year I was probably doing some sort of reaching out on a regular basis to people that knew, already knew me, liked me, and presumably trusted me. So raving fan club. For those of you that don't have a raving fan club program in place, it's probably because it seems like such a monumental effort to get a database together, but that is going to be the biggest source of. That's a cash cow in your business that you're not tapping right now. And obviously holding expenses accountable is very, very important, especially when the market is good. So I talked about most of these here. Buyer, Internet, lead generation, yard marketing with the three signs, expired fizz bows, Raving fan club. Go for no, you know, asking the question, you know, who do you know that's looking to buy or sell? Or you don't know anyone looking to buy or sell? Do you do radio? And then really, really be careful with geographic farming. There's some members here in B school that are getting geographic farming to work. My first crack at it has not been successful. It could be a market thing, you know, given the way that our market is set up. It's not so much town based as it is kind of area based. And so it's kind of hard to pinpoint. We have very small subdivisions and. But we have areas. So I haven't given it up, but I'm shifting focus there and I'm testing something right now which hopefully I can report back on that's working really, really well.
