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[Music] what happens after a connection after talking to someone or meeting someone what happens to them what happens to them in your sequence of events for your business that right there is what I was talking about to a bigger brokerage with a few hundred agents and we're trying to figure this out with them I I took some notes and I want to share this with you because you're leaving in some cases depending on how big your business is you're leaving millions of dollars on the table because of not having a sequence like this I simply call it and of course I made an acronym for it right but it's messy M SS y we'll go into it well really shortly I have it written down if you need this by the way just message me I'll send this over um M is for um mailing so actual mail still works uh e is for email s is for smart plans uh s is for social media and then Y is for your events um we're going to go into this deeply because there are there are steps for all of these things because I I need it to be in a process so it can be be duplicated I want it to be scalable so even if you're or a single business owner like real estate agent or anything really or a team like us right or brokerage like I had a big brokerage uh it doesn't matter this is important to your growth so that you take whoever you meet and introduce them into who you are into your culture into your brand so that you can slowly win them over because what I've noticed over over the years of working with a lot of different consumers is that they'll start seeing you in different Avenues whether it's on social online uh mailing um different forms and then they'll they'll finally start trusting what they see and that's you delivering whatever message that is hopefully it's a it's a it's a similar message over and over right but the point is is that it needs to be in a lot of different forms and it needs to be consistent over a long period of time to bring them from an audience to a trusted audience to transacting with you and then further on right because then we go into the HOA method your brand meets them at home in person and um online right those h o p so let's let's get into the very first one uh in the acronym messy first one is M and I have it written down here as mailing there are different options here when it comes to mailing I we currently do these um we do handwritten notes and there are a lot of different companies you can use for handwritten notes there's handwritten there's audience there's think. there's a lot of different send out cards uh just to name a few handwritten notes there's postcards the good old postcards that still work depending on the messaging right gifting through companies like client giant I love client giant we currently use them holiday cards right just holiday simple holiday cards you can pick up on at Target Amazon wherever you want and then birthday cards it's just celebrating somebody's birthday anniversary things like that the idea behind the mailing is that people when they pick up something I'm trying to pick up something handwritten um when they pick up something that's handwritten and they see that you took the time to write it out it means a lot to them psychologically so whether it's you writing it out or whether it's you hiring a company like um handwritten or audience or whoever you need to do this and if you're a single agent you you need to go to Amazon Target you can do this on your own uh if you're a bigger team or brokerage um like we are we Outsource it so that it happens and we scale it and we automate it right so look to that because when people receive something in the mail that is handwritten quarterly they feel like you care about them a lot more and I don't know about you but in in any business I want to I I want to connect with people if if you're trying to Target me as as a consumer I want to connect with you if I feel like you actually care about me and the thing is it's that's what we should have in mind like connect with people give them value make them feel something something good right or on the extremes but make them feel because that's what nudges them to say who's this this is crazy this is awesome this is amazing and that's so we prefer the handwritten note aspect you can you can do a letter you can do postcards which we do as well but decide when you're meeting someone if it's somebody that you're meeting for the first time where are you going to put them in the mail sequence is it going to be a handwritten note is it going to be a postcard is it going to be a gift is it going to be a holiday card is it going to be birthday and who deserves to be on all of those right there's only very few on my list that deserve to be on all of those right um that's if they're really in my world and I know that we talk often they get a lot of love for me I get a lot of love from them they send me business I send them business and a lot of value so for me I would say if you're meeting them for the first time you're probably going to want to send them a note card immediately and that's why I love going to handwritten just Bo boom bo boom thanks it was great to meet you um next they're probably going to get a birthday card for me or something along the lines if I have their birthday right if I'm meeting them for the first time and I'm I'm just going to try to make an impression on them uh if I have their address hey you know blah blah blah blah is great talking to you listen let me send you something in the mail I always like to send out maybe whatever it is a written handwritten newsletter or I want to update you through a postcard or I want to send you a little gift to was great meeting you and I think we connected well whatever that looks like for you if you're going to mail them something and you connected enough with them to be able to get their address whether it's home or work then I would suggest that you mail them something handwritten first if you're REM meeting somebody for the first time and it's somebody that you had done business with in the past or they're very close to you I would even even say why don't you up it and give them a gift through client giant or whatever company you want or uh handwritten card with a gift gift card like Starbucks the point is you want to leave an impression and it's a fresh impression you remet them you're almost reintroducing yourself to these people that you should have been staying in contact with for a long time but now you're going to decide to take this relationship further right and this is where we lose the biggest opportunity you're meeting them again and you're reconnecting and saying ah you know like like I I just REM met with somebody uh at the coffee shop here and I'm like hey um I think it's Michael Michael uh dude so nice to see you again I I don't know what happened but but we should have we should have reconnected listen uh I'm going to send you something in the mail what's your home address and be like oh yeah I'll give it to you and then I'll be like is your email address still I've got it right here or what's your email address but that that's further so right now decide if the people that you're meeting if they're close and you should have stayed in contact with them through mailing what is it going to be decide right now and for me I've already got this decision tree all set so I need you to write down right now what does that look like for you who would I send a birthday card to anniversary handwritten not card to say thank you it was great meeting you a gift uh or postcards too who would that be if they're in my farm they're getting a postcard all right that's mailing M for Messi this isn't a short one so you can watch this in spurts but this is the whole coaching session that I did with this brokerage number two is email and I've got it here written down and on my screen uh email I broken down into three sections one is newsletters other one is home search and the third one was a CMA update now if you don't have a newsletter I would highly suggest that I'm going to see hopefully the audio is good checking uh newsletter I would highly suggest that you start one if you have one I want I'm going to challenge you to take a look at it again and say you're not providing enough valuable content that connects with your audience authentic authentically on a personal level people want to get to know you who are you why should I why why should I be working with you and people remember connect with you on two levels why you're doing something and how you're doing it they don't care what you do everyone for me specifically everyone's a real estate agent right over a million two million over two million real estate agents uh in the United States so it's not what I do it's why I do it and how I do it that's what I want to get across here so the newsletter allows me to demonstrate that to people in my database I do some newsletters go out weekly and believe it or not I have some that go out daily right so depending on your audience who you have on a newsletter if I'm meeting Michael again let's go back to Michael I just talked to him at the coffee shop say hey Michael I've got a newsletter let me add you are you on the newsletter Michael no you know what it it just gives it it'll give you a better idea of what's happening in the community Community best places to eat you know just just to keep you updated uh Michael is your email address yeah it is audit audit uh yeah I have him on there by the way so Michael gets a newsletter now I look at the next thing is a home search and I'd say hey Michael um look I know you're not buying anything um anytime soon um or or selling for that matter but let me put you on a home search at least you can see what's happening in the market I'll send you I'll send you that as well and then if he owns a home or if he owned a home in this case Michael doesn't um I would say Michael I'll probably add you to a home uh CMA you get one a month through our system so it'll give you your home value as well um those are the three that I would definitely add people to and here's the number one email opened in our industry as real estate agents the number one email opened by the consumer is the home search email we we have people I have a a database of 10 and I think 160,000 people in our databases and that is the number one email opened hands down property searches there's no reason everybody in your database should not have a home search everyone should have it because the moment they tell you over the phone I'm not interested put I'm on a home search if they're not on one already and if they own a home put them on a CMA right and they get one monthly this re-engages them based on the value that they think they should be getting from Real Estate right give them what they want now the newsletter adds that other depth to it so you decide you met somebody or remet them bring them into this world I would recommend everybody on this it's free right and MailChimp is free up to a certain amount I think we've got like up to 2,000 emails sent in a month so uh if you got over that then you're going to pay but use whatever you want the point is newsletter home search CMA that's what e is on email next one is s smart plans everyone that you have on you should put on a smart plan and for me I outlined Smart Plan into four and I'm looking over here because I got it all written down for you uh it is text you need a texting campaign calls email nurturing different from newsletter and a happy birthday text or message so if I'm looking at this and saying great I just talked to Michael at the coffee shop I just met him again uh after not talking to him for I think it was like three years it's been a while beginning of covid I think that's when I talked to him I'm going to say okay got it I'm going to reintroduce him into my texting campaign and and just say hey just my sphere campaign I have a I have a smart plan for just nurturing my sphere that means I'm going to let them know that I'm thinking about them in this texting campaign hey here's a great article I just read uh it's it's bringing them bringing them into my world of providing value consistently along the lines of what I do for a living right which is I'm a real estate agent so I'm providing value along those lines things that I would want if I'm the consumer so this this may take some time on your part but I would outline what is what is a a three-year nurture campaign look like and by the way I've got one if you need one just message me uh I know I have one somewhere here so next one would be calls how often am I going to call Mike back well chances are as soon as I'm done I have a I have the sequence as soon as I'm done meeting with Michael and seeing him I'm going to be like well I've got his phone number so when I get in the car texting him him Michael uh it was awesome seeing you man I think the last time we talked was uh during Co but uh listen let's not let that happen again you want to meet up for coffee right I'm trying to bring him in to an actual in-person uh um sit down or meeting just to catch up right so he's going to get a text from me now if he doesn't if he doesn't text back I'll nudge him but I'm also putting him in a smart plan so that I know that I'm terrible at following up with people long term cuz I go for the lowest hanging fruit I don't know about you but I'm just looking for people who want to transact so I'm terrible at following up long term so I let my systems do it for me and that's what I want you to do but you have to have a plan right like who falls into what this case Michael I had met with him I know what I'm going to do with him so smart plan threeyear nurture now I'm going to text him now next email nurturing I'm also going to send him emails based on who he is so I know Michael does not own a home I know we know each other so we're close right in this case I would decide I'm probably going to put him in a texting email campaign that's a combo of both this way I take care of that and then lastly a happy birthday message you know I don't know thinking back did not put Michael on a birthday campaign because I don't have his birthday so one of the things I'm going to do is I'm going to reach out to one of my team members and say hey um can you reach out to Michael get his birthday I just want to make sure that we take care of him um that then will include U mailing him a little birthday gift I want to connect with Michael deeper because I know um we we're friends and I know he can he can provide business for me right I'm talking about leaving money on the table well I've been doing it too so here you go uh I'm going to connect with him deeper through mailing uh sending him a birthday card probably a little birthday gift through client Giant and then putting him into this drip and then sending him a text on his birthday as well so that is the smart plan that's m s right next is the other s this is probably my favorite one and the one where we we as as real estate agents or business owners big or small just miss miss the miss the ball and that's social media social media I have outlined and there's so much more to this but I have outlined uh Facebook Facebook groups LinkedIn Instagram Tik Tok retargeting and you would have to think well if you meet somebody which one of these are you going to put them in doesn't matter who they are I'm I'm going to do my best to retarget them if I have their information everyone in our database is retargeted so that's easy right and if you you're looking for a company I think um Street text does it quite well for a very low price and wopo if you're part of wopo uh they do it if you have lofty I know they retarget as well and all of those are slightly different so I would say if you're using any one of those already just tack on the retargeting then I'd probably say if I have a Facebook group a community Facebook group one for my past clients one for my sphere one just for a general audience in my area I would definitely add them there Michael I'm be like going back to Michael Michael um uh yeah it's been a while BL blah blah blah listen I'm G to add you to our Facebook group for the community as well so not only am I putting him on a newsletter setting him setting them up on a property search but I'm also going to add them to our Facebook group our local Facebook group and I don't have one I'm just saying what you should do right we have different groups one of them is not a community Facebook group but definitely add yours the other one is I'm going to look for Michael on Facebook Instagram uh Tik Tok LinkedIn X wherever he's at and I'm going to say well let's see where Michael's at friend him if that's how I want to roll with this relationship ship in this case yes uh if I'm meeting this person for the first time I would say I would say to you think about where the conversation is heading um is it would you think they're comfortable with you connecting with them on social I think it prompts a a question on your part if I'm meeting Michael for the first time I'm going to say hey Michael um I'm I'm on social I'm on Instagram are you on Instagram by any chance right awesome let me follow you are you on Facebook are you on X are you on LinkedIn uh a lot of the people we meet higher level executives are only on LinkedIn and and X so that's an option now here's what you do here's the big opportunity and this is a whole separate video so you can look it up uh but it's LCM just type in in the Google uh in the Google search bar or in the YouTube search bar LCM Tristan and then you'll see that whole video on what the hell is LCM I won't get into it deeply there's an LCM plus too but in essence wherever Michael is I'm going to be uh routinely liking commenting and messaging him on social wherever he is and I'm probably going to be texting him that's the plus uh video wise if it's a longterm relationship through nurturing on social if that's what I want to do with him uh but that's that's how we treat everybody right on social it's so much easier it's free we're just treating it like a CRM and we're treating it like a business that's what I want you to do that is the second s so that puts us at m e SS last one is y and why it why is where I'd say they're your events your events what events are you having here I outlined a whole bunch uh on this one because I think this is our biggest opportunity uh one of my friends Randy Randy Courtney out of uh Arizona I'm trying to see if the Audi were going to work here by the way these little devices amazing DJI uh Randy Courtney he says Tristan this business uh he's been in business for a long time out of Phoenix I think it's Phoenix he says uh this business is no to no nose to nose toes to toes and I like that nose to nose toes to toes so this is why events when I meet you my ultimate goal meeting you for the first time meeting you for a second time or meeting you along the way and I just didn't do a great enough job locking you in to my world my goal is to bring you into my world into an event here's what I've got I've got community events we'll go over those I've got one-on-one coffee my favorite I just I love coffee you know I didn't I didn't drink coffee until I turned 40 it was crazy uh it wasn't something that I like look forward to I by the way I hate the taste of coffee but um I love what it does to my brain besides wak it up that's a whole separate thing but 40 crazy right all right your events community events one-onone coffee small Gatherings and that's like a lunch or dinner uh just small little masterminds possibly and then sports events you can also invite people people to sports events so here we go uh community events I put up here uh when I was talking to this brokerage give the opportunity to Winter events summer concert in the Parks I know um one of my coaching clients is doing that really well Thanksgiving pie a few of my uh coaching clients do that really well Halloween events we had one we had I think it was 600 people we had it at a local park we invited not only our database but we ended up inviting the community too so it ended up being bigger that was a great one and then Easter or whatever you want there's a big opportunity here I know uh winter events or sometimes Santa Claus events with pictures community events the point is you want to bring people into an in-person uh nose to nose toes to toes type of thing so they can connect with you in person oneon-one uh coffees for me are the best I put a new coffee shop or the same one I typically go to the same coffee shop because I get to know every everyone knows me there already uh they know what I like they know my name I know the owners we've connected really well so it makes it for a friendlier environment for people so I love to meet at my favorite coffee shop and when I sit down and connect with people you know after going through all of these different things uh we dig in deeper into our relationship because at the end of the day right it's a Rel relationship business I need you to show up that way relationships relationships relationships every time doesn't matter if it's an online lead social media openhouse relationships right so one-on-one coffee next small gatherings I put small lunch dinner barbecue potluck tennis uh movies wine tour Beach day the zoo pickle ball I love pickle ball where's my pickle ball paddle somewhere around here pickle ball we invite people to these small Gatherings people love them so think about that next uh here I've got sports events that means if you want to take um a group over to watch a baseball game which we've done watch a soccer game uh actual football right high school college games it's kind of big here in my area horse racing we've done that before uh there's so many different opportunities for you as an individual business owner team brokerage here is where if you're a brokerage you can have one of these bigger events that you can then say hey agent bring in your sphere bring in your database invite invite them to this because it's going to help you connect with them deeper so let's recap because I think this is where we leave the most money on the table you you need to understand just mentally what is this process of taking taking people that I meet for the first time or people that I remet what is the process I take them through how do I bring them into my world to strengthen the relationship so that then they see me in as many places as possible to recreate or create that trust for the first time so that I can get business from this and I can provide value to them consistently over a very long period of time and that is the simple Acron Messi and that's mail I'm just reading this so I don't screw it up Messi email Smart Plan social media and your events hope that helps uh I would drill this down for another 10 minutes but I think I made my point and let me know if you need any of the things that I I mentioned here any of the documents or if you need me to connect with any of the companies I want you to remember one thing every time I need you to show up so that the opportunity or opportunities show up they don't show up unless you do so show up