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[Music] today's video is all about a multi-channel supercharged nurturing plan for all your leads and contacts because we're seeing sales Cycles normalize and what that means is you've got to have a game plan to take those leads from friend zone to end zone professionally speaking and today's video is all about that [Music] it's not just real estate leads all leads all Industries 73 aren't ready when they're generated shocker as if we didn't already know that that you generate a lead what's a lead a lead is just somebody who takes some kind of an offer and in so doing they signify their intent to buy or sell real estate it could be a lot of intent it could be a little bit of intent that varies but I think we all know intuitively that when I generate a lead it doesn't mean they're ready to buy a house or sell a house today or tomorrow or the next day however at the same time when you look over the last few years real estate's gotten kind of wacky in terms of projected customer life cycles we used to break things down into top of funnel middle of funnel bottom of funnel and we had relatively clean lines in terms of what is the sales cycle from start to finish based upon where the lead is at in the process but again over the last few years that's not been normal but here we are in a Marketplace that is Shifting it's decelerating it's slowing down it's normalizing and so today's video is all about getting back to and reinvesting in your supercharged lead nurturing plan that's designed to to work all your leads and contacts like literally leads from open houses leads from expires or fsbos or leads from third-party portals online whatever leads you've got dropping them into a universal one-to-many nurture plan that is designed to do one thing position you as the agent of choice welcome to this week in marketing my name is Jason pantana your host and instructor and I'm so glad you're here if you're new to the channel and this is your first time seeing one of our videos please tap that big red subscribe button and the little bell next to it activate that so that you get alerted whenever we publish new videos just like this that are designed to help you level up your business now as I dive into your multi-channel marketing plan I need to give you this public service disclaimer announcement I am in no way shape or form suggesting you should not call or text or personally communicate with your leads and contacts this is a marketing plan that is designed as a supplement to help nurture and position your leads over time not a replacement for picking up your phone and calling and texting and doing what we know Works in terms of converting leads now moving on let's talk about that supercharged lead nurturing game plan now as we dive into the plan the nurturing plan it's a five-pronged approach in other words there's five different marketing channels we're going to talk about at a high level because this is a multi-channel marketing plan I'm a massive believer in what I call multi-channel Magic when it pertains to marketing and there's a simple reason why it's because the human psychology that governs how marketing works on us as consumers and there's lots of different psychological principles that can apply but one that's a major one that I've talked about on this show before is the reason why I'm making this multi-channel there is this phenomenon known as the frequency illusion and it's uh it's got bearings Beyond just marketing but in a marketing context what it basically says is that when a consumer is exposed to a brand or businesses marketing across multiple channels like they get a postcard they get an email and they sell a billboard just for instance it has this kind of cumulative effect whereby they think they're seeing your brand being exposed to your brand more frequently than is actually the case and so I get questions a lot like hey Jason I've got 500 bucks a month where should I dump my money and I find that a lot of times those sorts of questions are sort of aiming at what's the one thing I should invest in but I would actually be remiss if I just said do one thing because by diversifying your marketing across multiple channels you're actually making the cost per result go down you're making it more efficient and therefore more effective because what I want is for your leads in this case and context to say like I see you there there and and over there and there and there and by all those things together working cohesively kind of an omni channel multi-channel strategy it actually makes the cost per result go down so know this as we dive in this is a multi-channel marketing plan why because multi-channel marketing is Magic and it's designed to take your leads and contacts through multiple channels from friend zone to end zone because we know that most leads aren't ready when you get them but the game is the gig is the plan is to work those leads over time so that when they are ready they're like I'm ready to buy I'm ready to sell but only with you because you've been such a resource so let's dive into the plan now as we dive into the marketing plan again it's a five-prong five-part marketing plan multiple different channels to nurture your contacts and the first one is kind of a prerequisite because it's foundational for all the other four marketing channels and that is social media now you're like Jason these are leads I can't just follow somebody and expect them to follow me back when they don't know me from anybody I can't just go friend some random lead on Facebook that's kind of like hey stalker slow down that's kind of weird behavior and and I get it I don't disagree with you at all however you might have heard me say in other videos before that marketing without content is a bow without arrows in other words it doesn't do anything it's useless it's null it's void it's non-existent because you've got no substance we live in a Content marketing world so if you're not doing content marketing you're not marketing is kind of the idea and when I look at social media media social media is the starting point for your content what kind of content presumably video first content now if you're new to this channel we talk a lot about video marketing so go check out our other videos and you'll find an abundance of just ideas and different types of video strategies and content strategies you can employ across your social media channels but for our purposes today we're talking about a nurturing plan designed to position you as the agent of choice with your leads because we know most leads aren't ready to transact when you get them and therefore you got to kind of warm them up over time and your content is going to be one of the most important drivers of that now they may choose to follow you on social media down the road but really I'm looking at this as the underpinnings the foundation of we need that content to put across the other channels I'm going to get to next because marketing without content is a bow without arrows and when I say social media I'm talking about Instagram Facebook LinkedIn YouTube Tick Tock the big ones right but I'm just looking at social media more is just kind of the laboratory for where you publish your video first content so if you want to call this first channel uh social media video or just social media or content marketing be my guest because really what it's about is generating content that adds value to position you as the agent of choice now our second channel is what I call content promotion this is where I see a lot of folks kind of miss the mark they put a lot of effort into making content for social media organically they distribute it across all the channels and I'm like yeah that's fantastic it truly is and it's a lot of work I get it however a couple of things one most of your leads probably aren't actually connected with you on social and that's going to be an uphill climb to get that connection until you add value first two even if you are connected with your leads and contacts on social media the average rate of reach or reach rate across Instagram and Facebook is rapidly declining year over year so riddle me this if you post on Instagram and you've got a thousand followers percentage-wise how many of those followers see in a given post and the numbers in the 13 percent range right now on average across Instagram it's higher for smaller accounts and lower for larger accounts because of laws of diminishing return but the point is it's on the retreat every year that reach rate is going down why because there's a lot more content because you see more for you types of feeds and algorithms that decide what people see and what they don't see and so followers has less bearing all that to say all of that to say you ought to be putting money behind your content you worked hard to produce the content you had to put some money behind it to promote your content and I'm talking about more than just boosting a post on Facebook and Instagram that's great but that doesn't assure me that my leads and contacts the people in my database whom I am nurturing it doesn't assure me that they see my content and I'll give you another little riddle or analogy or moral kind of esop's fable that we've talked about before if a tree falls in the forest and nobody's around to watch it fall did it make a sound and the answer that I love to give when I use this exam apple is well nobody can confirm it or deny it because nobody was there to say it had a sound my point to you is if you're publishing videos on social media and your leads aren't seeing those videos or engaging with those videos then we can all agree those videos have zero effect in terms of building your brand and so it's super important to be seen if you're not seen it's not marketing it never happened it's not a it's null and void it's non-existent so you need to put some money behind your content and here's how I'd recommend you do so Facebook Instagram Tick Tock LinkedIn just for example all four of those platforms allow you as any old Advertiser to upload a contact list as an Excel spreadsheet so imagine you have a CRM you can export all your data as what's called a CSV file it's a comma separated value file it's basically an Excel spreadsheet and you can then upload that data set into one of the respective ad platforms of again Tick Tock Facebook Instagram Facebook and Instagram is the same portal by the way and also LinkedIn and all of those platforms allow you to upload your contacts regardless if you're connected on social regardless if they follow you or like your page or anything like that what happens is those platforms will take your data and it will compare it against its data and determine if it can match oh that's Jane that's John and this is so and so and it uses the contact information to match and then show your content to those people you can actually Target your database with your content so in our last step we said this was kind of a foundational step you got to make the content just because we need the content well it doesn't mean they're not seeing the content this is now where they see the content in their feeds and hopefully your content adds so much value they're like oh I should follow you I should connect with you on social and then you've got the organic and the paid side of it all together but the reality is most of your followers aren't seeing any given post and if a tree falls in the forest and nobody's there to watch it fall did it make a sound nobody can confirm or deny so if nobody sees your content I can assure you it's not having an impact and what's more if your leads aren't connected with you organically then you're not likely to respond to Follows for follow backs or those types of mechanisms or Maneuvers the only way to get to them is by putting money behind your content not a lot just like a dollar a day a couple bucks a day nothing crazy putting some money behind your content this value add value Rich content that positions you and their feeds on Facebook on Instagram on tick tock on LinkedIn as their agent of choice now our next marketing channel that's part of our multi-channel magic sequence of positioning you as the agent of choice when you're nurturing leads over time that aren't ready to convert right away the next one is one of my favorite marketing channels of all time in fact it's the highest Roi return on investment rated marketing channel there ever has been and that's email now I talk a lot about video and I talk a lot about email video is not a marketing channel per se video just so we're clear on terminology is more of a marketing format it's a medium and it can be part of your videos if you will so I'm not saying that email is better than video I'm saying they go together like peanut butter and jelly now when I talk about email I'm not talking about your regular everyday email that you send to one person at a time I'm talking about mass email bulk email using a tool like bomb bomb or send Grid or MailChimp or Constant Contact or active campaign or drip or omniscend or whatever your favorite email service provider is find the one with which you're most comfortable and integrate it into your marketing mix but I'm talking about leveraging mass email as again this is the highest Roi rated marketing channel there is making it part of what you do to nurture your leads but with what well with your content so like let's review for a second you're making all this really valuable video first content marketing without content is about without arrows you're making it and Publishing it across social knowing that your leads probably aren't actually organically connected with you on social but that's okay because we're going to upload that CSV file and we're going to retarget your leads and contacts across Facebook Instagram uh LinkedIn Tick Tock and different platforms that allow you to literally upload a spreadsheet of your contacts and direct your content at them so now they're seeing your content on social and that same content is what we integrate into what I would call a weekly Roundup email I am advising that you put together a weekly campaign a mass email called a newsletter call it a digest to call it a Roundup call it a recap call it whatever you want but it basically takes all your content and repurposes it to your entire leads database now why well because we know that frequency and familiarity is what really builds top of Mind awareness and I want them to see your content everywhere because your content is you your content is your value proposition in terms of why they would choose to work with you when the time actually arises where they're ready to buy where they're ready to sell where they're ready to take that next step so this next part of your marketing plan is a weekly email Roundup do you know what phrase should sound like absolute music to your ears it's when you hear the phrase you're that agent I see you everywhere because that phrase signifies that your marketing is being remembered it's taking hold and it's creating bubble bubble bubble as it goes to the top it's creating a top of Mind awareness your marketing is working when somebody says I see you everywhere and I would argue you there are few marketing channels as cost effective and easy as Google Display Network ads to be part of that sequence of I see you everywhere so the next one on our list is for you to leverage Google Display Network ads now what are Google Display Network ads well as you surf the web so to speak you're going on different websites you might notice that sometimes on sidebars on Footers or there's pop-ups of these banner ads or display ads they could be long and skinny they could be tall and skinny they could be square shaped they may or may not have video components to them but all those ads that you see all around the web as you're surfing the web you may even see them like in the Footers of apps that you're playing games on your phone or whatever or watching The Weather Channel app on your phone you might see these ads there too these are all called Google Display Network ads and it is Google and their network of all these websites and apps that have a lot of different eyeballs and attention and viewership they use those as basically the spot to place ads so the ads are actually created and made and targeted through Google and then where they show up makes the difference to you it's just where somebody is Google's aware of it and they place your ads ingly so if somebody's on I don't know thesaurus.com it doesn't matter that that's where they're at in terms of my targeting it just matters that whatever my targeting is whoever I'm targeting that Google's aware that they are there and therefore it shows them the ad now these Google display that regards what I like about them is they are ridiculously cheap the cost per impression is like a fraction of a fraction of a penny it's just unbelievably cheap when you compare it to like the cost of a stamp and a postcard I know that's a kinesthetic you touch it and so I'm all about postcards but cost wise it's no comparison because Google Display Network ads I can get like I don't know three to five hundred impressions for the cost of one single stamp and so Google Display Network ads well they have they pack a heavy punch in terms of positioning your brand now all by themselves they're really not that useful because most people are trained to ignore those ads as they surf the web the only time you really notice them well there's there's two scenarios where you'll notice them as a viewer the first one is if you're being retargeted so like let's just say for example I'm surfing on Amazon and I'm searching for a vacuum cleaner and then all of a sudden I start seeing ads for that vacuum cleaner as I surf the web well the only reason I noticed it is because I was searching for it earlier but the other way people will notice it is when they see somebody's face they know that's that's so and so she's the realtor I just I I see her everywhere oh wow and so these ads should be made up of your face they should be images of your face and your name to position your brand everywhere just make them say something like looking for a realtor question mark and lo and behold as you do your emails as you publish content across social as you put money behind it and all the other multi-channel marketing things you're doing these ads will just kind of sprinkle in I call them like the connective tissue because they just help bring all the marketing together to reinforce who you are as an agent so that when that person who's the lead in your database thinks it's time to buy it's time to sell you have done the work of positioning yourself elf as the top of Mind agent while also delivering massive value now you can use third-party services to help you run Google Display Network ads like ad works like ad role there's different products out there but you can also just run them yourself because nowadays Google offers what are called responsive display ads which all I want you to hear from me right now is it makes it super easy in fact I have videos on my own YouTube channel where I talk exactly about step by step how to make these ads and they're not that complicated you can run them on the Google ads platform just go to ads.google.com and that's kind of the gateway to all Google ads including Google Display Network ads but this is to me a massively important component of your multi-channel marketing mix because it is so cost effective for me just to see you everywhere and by the way Google ads does allow you to upload your own CSV data set of all your customers the only difference is Google unlike tiktok Facebook Instagram and Linkedin imposes a spending threshold where if you haven't spent a certain amount of money as an Advertiser on Google they won't let you only target those people but they will let you target them and you will be able to see the data in terms of how it performs by showing it to those folks so my advice is that you also Target your entire Geographic Marketplace so that Beyond just your leads everybody in your area is like that's so and so they're the agent of choice in this area and finally our fifth marketing channel this one's going to be slightly a detour but I'm kind of excited about it and that is to conduct monthly webinars don't make it complicated use a platform like Google meets use a platform like Microsoft teams or Zoom or something like that don't make it complicated but imagine offering to everybody in your database a monthly webinar on a different varying topic imagine one month you're talking about a guide to relocation the next month it's about building a custom home the next month you're with your lender and you're talking about financing and refinancing and what's going on in that space and just imagine kind of continually being that knowledge broker whereby every every month you share Insight on a different aspect of real estate and sometimes you bring in a special guest who's got that expertise you need to help convey the points you could talk about staging you could talk about vacation homes you could talk about investing and flipping and all kinds of things but what this does is as you promote the webinars each month through your emails through your content as you invite everybody your leads and contacts to attend any given webinar should they attend one or two or three or whatever each one they attend gives you more Optics on where they're at as a lead and what they're after so for example if they start attending investment focused ones you now have additional commentary on huh well this person came in looking for this property maybe they're an investment type of lead and I don't know as much about them as I could or should know my point to you is we get additional Optics on what they're really after we provide massive value through doing webinars and training on a continual basis I mean you've probably heard me say before I asked the question of Agents all the time I asked the question what do you you sell as an agent like what is it that people are actually buying from you and the answer isn't really houses per se the answer is that you sell your expertise people are working with you because they know you like you trust you there's a certain level of knowledge and experience that you bring to the table in a way in which you convey that experience that people are attracted to working with webinars on a regular basis give you all kinds of Optics on really what are my leads after what are they looking to learn and how can I add value to position myself as the agent with whom they want to work when they're ready to buy sell invest refer and so forth so this last Channel may seem a little bit off the Beaten Track to you but to me it's so vastly important because right now the market is changing there's lots of questions we know the consumer works with the expert The Trusted local expert these webinars are a great format for you to position yourself as such but also they give you such insight into what are your leads thinking about what are they looking to learn so that your conver version can be more seamless and more effective you should leverage webinars once a month change the topic don't just do our seller webinar that we always do show yourself to be the agent who is in the know with what's happening right now in your local Marketplace The Trusted local advisor it's like we said from the get-go 73 of all leads all Industries I'm just generalizing aren't ready when you get them and so what's your game plan to be with them until they are ready how can you be there for all your leads all your contacts buyers and sellers so that when the time finally arises where they're like it's time it's time and they think to themselves I should reach out to her I should reach out to him I need to reach out to them because my goodness they're the ones who provided me with the utmost value and knowledge that I needed to get myself ready they kept me informed again it's like we said from the very beginning this isn't a replacement for calling leads or texting leads or doing the prospecting activities that are required to convert leads this is in addition to it this is a marketing plan a one-to-many marketing plan designed to position you over time as the agent of choice now I'd love to hear your feedback what are some other clever marketing channels or things that you do in your business that are really effective at converting leads tell us in the comments we want to hear from you until next week this is this week in marketing [Music]