Empower your hospitality business with leads and conversions for hospitality

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for over 20 years I've dedicated my life to bringing you the very best selling marketing and business building strategies to keep your business thriving get ready to experience the success you've been searching for welcome for the tom ferry show hey everybody welcome to the tom ferry show episode 101 today we're talking about arguably well in our most recent survey the thing that moved up on the radar of all rock star real estate professionals and that is all the money is in lead conversion all the money is in lead conversion look we know how to make it rain we remember I Love Lucy in the Chocolate Factory you know the conveyor belt of the chocolates coming down if you've been paying attention to me for long enough you know that there is no wrong way to generate a client there's no wrong way to do it they could be a for sale banner they can be expired they could be a pass by it could be relocation could be open house could be door knocking could be for sale buy it you know whatever like there's a gazillion ways there's no bad client but where most agents are suffering is they don't have the ultimate lead follow-up campaign the ultimate conversion strategy so that my friends is what we want to do but I got to say something really fast so how does it me or there's a bunch of people out there that are watching this up but they're really not paying attention like nobody no one saw Bob Dylan no one made a comment like we had Bob Dylan as a special guest speaker on on episode 98 and not a single comment a lot of like thank you this was really good I really appreciate but no one said it's not really pop Dylan so just you know like we might need to show that one all right so let's talk you ready I want you to think about has there ever been a time when you generated a client you didn't win has there ever been an opportunity that you lost is ever going to lead that fell through the cracks is or has there been too many missed opportunities and I know why my friends because we don't have a bulletproof system let's do it today so here's the first thing sort of my overarching presupposition I'm going to presuppose that like me you believe this that every lead that comes in deserves love so we just did an interesting research piece with the guys at Geographic farm they several hundred thousand seller leads and they sent them to like core logic which is you know to figure out transactions and here's we discovered every 100 leads they had three closings every 100 leaves they had three closings every 100 leads had three closings sellers that's amazing the question is how did you treat the other 97 you know when you identify the ones that want to do something you get real excited but do you treat every potential client like your best possible client and I just want to remind you that's where everything starts so if you don't do this then you're going to lose more than you win the people that convert a higher level they take every opportunity and say I'm going to give this person every possible shot to do business with me the right way and I'm going to be willing to nurture and to love on them so they become the kind of clients that I desire does that make sense so we got to start there now every email that comes in in my opinion you need to send an automatic email an automatic email I prefer that it's a video because we want to we want to deal with the epidemic of facelessness right the epidemic of faceless is written in the New York Times with the Wall Street Journal I forget which one it was but basically what it said was text and email though it is a preferred communication method for a lot of people it's really easy to go delete delete delete but when I see your face your smiling eyes when I see you know that expression especially if you do like something fun or hey or blue or you get a little sign says hey Gary even better and you actually put their name on it that is the first thing they see when they open it up that video face of you the data shows that they open that up right it's a different experience it's something unique everyone else is just emailing text right you suddenly send a video and boom the doors of conversion open does that make sense now what do you say in the video look we help our clients sell two times faster 41.9% more money and we do it with an average of four point nine six of five-star reviews and we'd be honored to do the same with you would you please call me at five five five one two one two or text me at the same number so it's very simple the lead comes in instantaneously you set it up where they get the automatic video automatic boom now obviously we got seller leads and buyer leads so we need to pay attention there you might have a different email address for buyer leads and you for seller leads as an example because this is great for sellers but what about for buyers you know hi thank you so much for visiting my website we help our clients buy the right home at the right price with the right terms in the right time frame and we'd be honored to help you do the same would you simply call me at 8 675 309 or send me a text and that happens the second that person enters their information whether it's on Zillow or Trulia realtor whatever strategy you're using Facebook it doesn't make a difference every lead get that automatically to start warming them up about who you are and what your value proposition is every lead then obviously I'm going to call within five minutes I'm going to text if no response and if they're a high target prospect if it's enough like if it was in a geographic farm or a price range that I really am interested in I really want to pour myself into it I'm going to go the extra step I'm going to search on Facebook I'm going to google them I'm going to look for them on LinkedIn I'm going to find out more information about this person so I really can serve them at the highest level does that make sense so just let's just stop are you doing this with every lead that comes in and if you're not just start there now let's talk about it this is day one let's talk about day to day to the next day I'm going to call text and email between 8 and 10 in the morning and I'm going to do it again between 4 & 6 I'm going to go after the morning and at the end of the day on every lead so it's going to be in my calendar I'm following up right if you remember the old five five four right five to my database five the new for follow-ups for follow-ups you with me every day the message I want to get across is high name yesterday you're on my website and I'm following up to make sure that you have the information you needed I'm here to serve you can call or text me at 8 675 309 yes Jenny some of you remember that 8 6 7 5 3 or 9 call or text now I don't want to say email because I don't be in the chase now if you paid attention and you added solutions like calendly or any other automatic listen to me automatic appointment setting solutions where they can literally just plug and play I want to talk to you Tuesday at 5:00 winner winner chicken dinner when we implemented that last year the results were nothing shy of extraordinary we have a sumo appointment setter which is works for Salesforce I think the first Monday of the year we had 178 appointments that our potential clients books at the timeframe that was right for them so think about it calendly calm or another I don't care but man you're going to see there's a lot of work if we're trying to find these people and connect with them and that's all smart and that's how you win but boy oh boy if you can add an automatic solution where they can book the time to talk to you or meet you have me on this so high name yesterday you're on my website yesterday you're on Zillow yesterday you hit me up on Facebook I'm following up to make sure that you have the information you need it I'm here to serve call or text and if they're a seller lead if they're a seller leads we're going to add them to our seller nurture list right we all now have from Facebook advertising and other methodologies our seller nurture lists that are only getting your just sold your proof of success your map of transactions your five-star reviews and you're just reminding them that you're the obvious choice in a mailer in an email etc right so we all have that campaign now day 3 through 28 so this is day 2 call text email 8 to 10 call text email 4 to 6 if I get them and I discover that they don't want to do anything for a while I'm not going to do anything on day 3 to 28 because now they're just in my pipeline they're in my process but if I have not reached them I just want to clarify if I have not reached them with this and this then I go here make sense day 3 through 28 we're going to call text and email every 5 days until they respond so basically you got 4 more shots if you will right with my follow-ups with my email with my texts until they respond and arguably one of the single greatest I think it's one two three four five six seven eight eight words you can put in a subject line of an email or in a text is hey Dan are you still interested in buying in 2017 send are you still in shouldn´t selling in 2017 send you with me on this that one simple script every five days until they respond and once they respond and again they say never they say you know not until you know darth vader lands on our planet you say probably don't want to follow up on that person right or they say hey we appreciate your you know your assertiveness but you know we're going to wait probably two years then i put in my notes call them every 90 days because we all know when they say two years they really mean six months to nine months because that's how it seems to work so I put him in there and I follow up but they're off this campaign makes sense to get them off this campaign and into my normal follow-up which looks like this day 29 until they do something I'm going to add into my email so they're going to get as we've talked about in the you know the tom ferry show my weekly or bimonthly or monthly email whatever your distribution timeframe is I'm going to add them to my call list where every 90 days hate as Tom ferry just checking in heard you guys getting married congratulations we talked about it last time or you guys can be buying a new home here we go what I'm gonna do is just going to follow up follow up follow up nurture nurture nurture love on them love on them love on them love on them love on them and then I'm going to add them to Facebook custom audiences so I can send them there and remember if they're a seller they're already getting my mailers does that make sense so this might be how many minutes into my jobs 15 to 10 and a half okay even better so let's end it and here's what I want to say to you watch this seven times ask yourself this question what systemic change do I need to make to make sure that I'm converting more leads into happy wonderful clients I've given you a simple plan this is what so many of the best people on the planet are doing in our industry don't reinvent the wheel what systemic change do you need to make to move more of those potential clients into raving fan happy amazing beautiful clients with you what do you have to do decide right now and then give me some comments down below and let me know thanks so much for watching episode 101 right my god did I even say it at the beginning I already lost myself hey thank you so much for watching share this with a friend or two and make a decision love on your lead hashtag love on your lead that's going to be the message alright guys thanks so much see you soon hey thanks so much for watching we have a number of event coming up and we'd love to have you there visit Tom Perry calm forward-slash events and reserve your spot today