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as a real estate professional there's a point in your career when you say to yourself if i only had more money to spend on leads i could really grow my business and sadly what many agents find out is it's not enough to just have the lead you have to of course be able to convert the lead which can be incredibly frustrating that's the topic of this episode of what to say now hey everybody welcome to this week's episode of what to say now my name is dan stewart i am the founder of happy grasshopper and it's my privilege to come to you every week to answer your questions to help you grow your career build your sense of net worth your personal satisfaction and to help you reach your goals so today i see we've got some live people showing up already love it thank you for attending and thank you to each of you who contributed questions since last week's episode this week we're going to start out by explaining what the purpose of this session is i'm going to give you very clear content ideas that you can follow in order to convert leads that you've generated no matter how long it's been since you've reached out to them so let me start by reading a story to you so i received this request from what to say now member julian schwartz last week and it reads i have a decent list of homeowners i contacted while circle prospecting they agreed to me they agreed to me staying in touch but it's been a year and a half since i originally spoke to them whoops like have you felt that way what would you say to them to re-open the lines of communication and get back on track with building that relationship okay so the first thing i would advise you to do julian is kind of turn your voice inward and say you know what it's okay i'm gonna forgive myself for not having followed up with these people like i told them i would i'm going to learn from that and i'm going to actually put a system and a process in place to make sure that when i set that expectation with people that they actually get me following up with them right so whether it's us at happy grasshopper or a number of other providers what you really need to do is get in that habit of expressing to them that you are going to stay in touch with them tell them they can expect to hear from you and then just take the next step put that person in a system add them to the right campaign so the right content comes out and of course that's the rub isn't it that's the hard part what is the right content and what do you say so julian i went digging around in our archives i pulled some success stories from the past to give you an idea of messages that you could send now now the first thing that comes to mind is that you don't want to apologize right starting a re-opening or re-opening that relationship with them it's really tempting to start your message by apologizing and you know that that just doesn't go very far right so it's okay to feel that internally externally what we really want to do is focus on our ability to help them right so and then of course you want to put them on a messaging plan so that they continue to get messages from you after you re-establish contact so i'll give you a scenario here this is from a happy grasshopper member named brent dally uh he has a team in mansfield texas and he he had a similar issue actually he had about 10 000 leads that he had generated online can you imagine having 10 000 leads what a gold mine that could potentially be and yet like most agents he had found that many of those leads were not legitimate like meaning they weren't ready to convert near-term you know today we live in a world where marketing companies have gotten so good at generating real estate leads that they're often taking place many months ahead of when they're even ready to begin talking with you about having a transaction so your expectations need to be aligned realigned around this point and i do have some things i'm going to break down here to to illustrate that before i share the goodness of the message that we sent for brent so when we consider online lead generation specifically we have to start with the issue of intent right so think of it this way if i go to google and i search homes for sale in and i put in a zip code well that that's pretty clear intent right so if you're buying an ad based on that kind of search you can assume that people have an intent right that's that's important now let's contrast that with somebody who's just cruising around facebook and they're you know going through their feed and then they see an ad that says uh what's my home worth right so they they go ahead and they click on that well they didn't go to facebook intending to get a real estate question answered they just thought okay i'll ask while i'm here right so the intent of that lead is different and so you need a content plan that's designed to help you determine intent early and what my recommendation would be is to consider all of your lead response and follow-up to consist of really three phases so in the first phase you want to acknowledge that the lead exists right we all know what an auto responder is in 2021 this is different than an autoresponder okay if i get an autoresponder i know okay a computer has my information now uh an acknowledgement message is something that demonstrates that a human being is now involved right so this type of message should be short it should have a quick call to conversation it should set expectations and then you know anchor that a couple of times so a good acknowledgement example would be something that says hey thank you for registering on my website uh i want you to know it means a lot to me and i will follow up with you do you prefer text email or phone right so i'm setting an expectation i'm saying it means a lot to me and i will follow up with you then i'm asking a question that's in their best interest to answer it's much more likely i'll get a follow-up response now for extra points if i include a ps line that says by the way my day is super busy i'll call before the end of the day i promise and then you have an automated ringless voicemail drop going to that person later in the day again you're setting expectations that your automation can fulfill that's a really smart thing to do in 2021 to convert leads so now we're going to go a little deeper right we've acknowledged that the lead exists now we need to teach that lead what's unique and special and different about us than from any other agent that they might work with and the way we do this is by positioning ourselves appropriately we have to literally teach this reader what our past clients in our sphere love about us and we can't use platitudes like we can't say i really care i treat every client like family that doesn't mean anything to them right you have to go deeper so if you need help with this that's why happy grasshopper exists we have a whole staff of copywriters that interview our members and create this kind of content for them now a nurturing excuse me a positioning phase of messaging lasts about a week it teaches them who you are it helps them understand why they should work with you and then we switch over into long-term nurturing okay now if you look at the nar studies and i don't have this in front of me right now i might be slightly off with the numbers but there are approximately 90 million digital leads generated each year 90 million of them for about five and a half million transactions okay so if you're purchasing digital leads you need to understand that other agents may be buying that same exact lead right and that means if you're following up with the same exact content like for example price change alerts new listing information all that sort of safe search stuff that your mls's and idx site providers provide they're already getting that from another agent so you need to have something that stands out from that you need to have something that's designed to start a conversation so instead of you know constantly giving them things to get them to link back to your website send them content that causes them to feel super curious about you and then leave that curiosity unresolved that person will pick up the phone and call you they will reply back to that message whether it's a text an email a ringless voicemail drop that's how we create engagement we raise the curiosity and we leave it unresolved okay so now let's transition all the way back here to julian's situation uh he's done circle prospecting like go julian that's awesome he's reached out to people uh he's working that area he's setting expectations that he's going to follow up with them he's doing everything right except like a lot of us sometimes he didn't do the follow-up that he promised so now at some point in the future just like you and i would feel he's feeling a little sense of guilt like oh i didn't do what i said i would do i got caught up with other things so step one forgive yourself right and step two reach out like you've got to send a message and don't reach out with an apology don't reintroduce yourself saying oh by the way i'm the guy who doesn't do what he says he's going to do that's not the right approach just reach out with a message that helps them understand that you can help them now and that there's a reason you're reaching out to them right now so this is where i'll call back i'm going to reference this message from brent dally and again he's the guy who had like 10 000 contacts that hadn't been nurtured in a while and so we sent this message subject line is let's chat it reads uh hi dan the market is moving full steam ahead and some amazing opportunities are now available if you've been thinking about pursuing a real estate goal now may be the time to act let me know if you're interested in an overview of the current market conditions and how to best position yourself brent dally okay that's a very simple to the point very straightforward message and uh i know i've just read this to you this is facebook live right so if you would like that message go ahead and drop a comment in the chat below and we will make sure that we get it to you so i'll read that message one more time for you it says subject line let's chat hi dan the market is moving full steam ahead and some amazing opportunities are now available notice there's no reference of whether their intent is to buy or to sell right we're talking about amazing opportunities being available then we continue if you've been thinking about pursuing a real estate goal now may be the time to act right and i think if you're watching this as it's being broadcast live you'll agree we are in unique real estate conditions right now so much of the united states and canada the market is set to kill right it's a super low inventory environment and especially if you're a seller now may be the time to act right so then we go on let me know if you're interested in an overview of the current market trends and how to best position yourself okay so julian i'm going to speak directly to you if you just take that message as i've read it to you and you send it out to those group of people and then you follow up right and my recommendation would be to send them a single message once every three weeks does not always have to be about real estate it can just be about interesting things that are happening in the area it can be content that lets them get to know you and feel good about you uh you'll quickly develop relationships with some of those people that can turn into real estate opportunities so that's my advice for you this week julian again thank you for asking your questions anyone else who's watching this please go ahead and take a moment to post in the facebook group facebook.com groups slash what to say now myself and my writing team will be happy to answer your communication challenges now tomorrow we are hosting a webinar that is very cool and it's only for independent brokers right so this is not an agent-facing webinar this content is specifically for brokerages so if you're watching this and you'd like to learn more about recruitment and retention strategies that actually work that can help you add the right agents to your brokerage so that you can grow quickly and meet your expectations you should attend and you can do that by going to happygrasshopper.com webinar to register so thanks everybody for attending uh super glad that you're here and i'll look forward to your comments and feedback bye everybody