My multi million dollar listing process helps me win listings 99% of the time I meet with a seller.
What if you could win over sellers before you ever even show up to meet with them? That’s what I do almost every single time, and I’m going to teach you how. Anytime you're going after leads, what I want you to do is identify the one problem that people are facing. Then you create video content that explains how to solve that problem. For instance, a lot of people that want to sell are afraid they won't be able to find a replacement property.
This tells me to focus on teaching sellers how to feel more comfortable actually selling their house. Before I ever even meet with sellers, I’m going to put information in front of them. I'll inform them how you can actually sell your house without becoming homeless. Because right now, as we know, there's limited inventory and there's bidding wars everywhere.
Once I’ve created video content on that subject, I market to people in my local area using Facebook ads. So people will watch a video about selling. One thing I track when they watch this video is how much of the video they're watching. If somebody watched 50% or more of a video about selling, they're probably thinking about selling either right now or soon. Then I create an audience of those who have watched 50% or more. I retarget this audience with another video about tips and tricks for selling during low inventory. Then from there after they've seen at least two videos, they will be targeted with a home valuation ad.
And then when they raise their hand to say, yes, ah, I know I've got them. Now, here's the thing. I always talk about how to win listings before you arrive. When you create video content and you give people value, you get them to know you, like you and trust you, you are starting to win listings before you arrive because they're developing a relationship with you. They're getting to know you. They're getting to know who you are.
Now, they've already watched a couple of videos on me. Now when they go to my funnel I give them teh option for a comparative market analysis. I know I've already captured their attention. They probably already like me or they wouldn't have called me to list. I know that I've given them value, I've helped them and they've raised their hand to get information from me.
At this point I’ve done about 99% more than my competitors have done. They're just running ads in the newspaper or sending out postcards, nothing to actually develop a relationship with people. So now somebody says, “I want to do market analysis, or I want to list with you.” So here's what I do next. Again, I'm trying to win the listing before I arrive and really, really position myself as the expert.
Now I'm generating seller leads that are requesting a home evaluation. I drop off as well as email their market analysis to them. Less than 1% of people around the world are authors. Even fewer realtors or lenders are actually authors.
By doing what most people aren’t, I position myself much better than my competitors. I have a way higher chance to win listings than they do. If I go on a listing presentation or if it's a CMA drop off, they also get a CMA. I also email the book to them as well and drop off at the same time my market plan. The marketing plan talks about things that you normally wouldn't talk about, like tapping into the power of social media. We've got our pictures of us and the family.
I include client testimonials and core values in there, but I also let them see what makes me different. For example, the marketing plan says “Tapping Into the Power of Social Media and Digital Marketing and the Internet”, it talks about things like this. “Premarket information to potential buyers currently searching with coming soon campaign. Virtual property tour added to your YouTube channel with description crafted to enhance search engine optimization. Target market paid advertisements on social media featuring the property tour, which generates over 50,000-plus views, comments, likes and shares and engagements.”
Another part is “Creating cookies on the back end of the marketing to capture target audience. Online syndication, that includes Realtor.com, Zillow, Trulia, Facebook, YouTube, Twitter, Craigslist, Homes by Krista, HotPad, Backpages, Oolx, and many, many more. Paid listing enhancements to keep your property in prime position on these sites. Weekly Facebook ad campaigns retargeting, local and out of there.”
It just goes on and on talking about things that most real estate agents are not talking about. This gets dropped off along with the book and cover. We mail out so they've seen me in their mailbox, but we also put this on there as well. Sold for $60,000 over asking. Then on here, we show them what our listings are that we have coming soon and we show them why our marketing went for top dollar. And on the back of this, we change this. This one's about Homebot. We talk about our digital marketing. They're getting a copy of this in there because I want them to see, “Oh my gosh, that's the girl that I saw in my mailbox. Now I'm seeing her on my front porch and she's done all this as well. Wow. She's pretty cool.”
I also send them copies of my wonderful flyer so they can see how I actually market my homes.
In addition to that, they're also getting testimonials in their inbox and marketed to them online. So the idea is now these people are seeing that I've got happy clients and I know how to market. Then, to seal the deal I send them a 17-minute digital marketing presentation that talks all about all the unique tech that we do techniques that I use to market their homes that positions me very, very different from my competitors.
Remember, the reason why most of you don't win listings is because you're talking about things like open houses and brokers tours, and very outdated stuff that just does not work anymore in today's market. I'm going in there and showing them why all of this is important. So let's just role-play here for a minute. “Mr and Mrs. Seller, did you know that according to the National Association of Realtors, 67% of buyers will actually walk through a home that they see online?”
Now, I realize that many people are telling you that because the market is so hot, that marketing is not important at all. And that just is not the case. In fact, we show that we sell our properties on average around 19 to 21% more than our competitors, around $166,000 more based upon the marketing that we do to expose your home. If 67% of people are more likely to walk through your home if they see it online, it's my moral obligation, my fiduciary obligation to get your home in front of as many prospective buyers as possible.
So marketing absolutely does make a difference. And I appreciate the fact that people are telling you to do open houses, but did you know that less than 3% of homes nationally before the pandemic actually sold through an open house? What we use is innovation, technology, video and social media to expose your home to the masses. And we retarget people that were previously looking at properties online, we would target your home to them. And why do we do this? The National Association of Realtors also shows it takes buyers on average three to six months, they start looking about three to six months prior to actually making their offer.”
So if I can target people that were interested in a four-bedroom, two-bath home that were looking three to six months ago, they're probably more ready to buy now. And that's why our marketing is so effective. That's a much different conversation than what most people are having. We're talking about why open houses are ineffective. Why broker tours really don’t work for the seller, it works for the agent. And we're talking about things that people are not talking about. We're talking about social media, targeting, retargeting, education and everything that's in this book in this box does the exact same thing.
And that is how am win listings 99% of the time, without having to reduce commission or cut commission down.
People don't even ask. They say, “How much do you charge?” And we say, “6%” and they go, “That's it? Wow. Okay. Where do I sign?” But here's the cool thing. Before I even show up because of all this stuff I did before I got there, the book, oops, the marketing plan, the listing presentation video, why the marketing video, how it affects their bottom line, we've already won the listing before we even walked in the front door.
