A marketer explains how to use FOMO, scarcity, and urgency to recruit real estate agents. He walks through a 7-step campaign that uses limited-time webinar bonuses and language about launching a single team to make agents fear they'll miss out on an exclusive opportunity.
Fear is definitely relevant in a conversation. If I think that your plan is better than my non-plan, it will actually incite fear. I might lose a loan officer to you. Are any of my agents on that top real estate agent list that you said that you had, that you're going to run a 7-step communication campaign to? Because what they begin to grasp is that they don't understand the market, even though they're in the market. You may not be in the market. They don't understand the market as well as you do. And in the end, at some point we've all experienced fear of missing out. If you've ever been a part of a, of someone who's held a webinar and they've done it well, at the very end, they'll say, here's a bonus and here's a bonus. We're going to only offer that to you today. And then only to the first people that sign up, they're using FOMO. Scarcity creates urgency. When I say we're launching one team in your market over the course of the next 12 months, that language says scarcity. Urgency is we're going to have a conversation with 3 people. I know that I, if my vision presentation is done correctly, that there's FOMO.
