Explore the benefits of an open source sales funnel for Real Estate

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you've probably tried cold calling facebook messaging maybe dming random people on instagram sending out postcards door knocking you know the whole slew of marketing tactics that you've either read about or you've learned about online but at the end of the day it's really just getting you nowhere and this could be completely demoralizing simply because you potentially went all in on pivoting your career to real estate and if it doesn't pan out for you well let's just say you don't want to be working a nine-to-five job at the end of the day but what if i told you that these tactics actually work and the problem is really in your strategy on implementing them you see there's a sequence to this and that's actually the topic of today's conversation emmanuel here founder and brand strategist over at square one group where our goal is really to help real estate agents just like yourself build a unique brand online and the topic for today's video is all about bridging the gap between the tactics that you've been implementing and really that missing piece to make them work look at the end of the day it's called the sales funnel and this video is all about breaking it down so let's go [Music] by watching this video i am positive it is going to unlock the cheat code to a lot of your success in your real estate career i first want to start off by painting a really big high level picture for you all right now by nature the average consumer they're actually pretty smart when it comes to where they want to spend their money and they should not be underestimated i mean think about it what was the last big purchase that you had my friend how much research did you do before making that purchase decision how much effort went into actually you know understanding what you were purchasing before actually making the purchase let me give you another really really vivid picture let's say that you're buying a car first you're gonna have to realize that you need a car before actually making the purchase for it i mean the end of the day if you don't need a car you're not going to buy it so you have to realize you need it first and then from there you're going to want to find a brand of car that you like you know one that seems really trustworthy and reliable and after identifying that brand then you're gonna have to pick the model one that really fits your needs and potentially your budget and then from there you're likely gonna have to speak to a sales rep or watch a whole bunch of youtube videos to truly educate yourself on this particular vehicle before actually purchasing and then after that whole process you then make the purchase you see there is a sequence to this and like it or not we all go through this exact same sequence it's really how we base our decision making when we're making a purchase and like it or not every successful company heck every successful realtor out there has a sequence very similar to what i alluded to that has already been mapped out and orchestrated and that sequence my friends is called the sales funnel now let me bring this whole story really back and full circle you see the reason your marketing strategies for your legion or lead nurture aren't necessarily working are simply because you haven't been able to identify or meet the requirements to build your sales funnel sequence so now let me hop into my ipad and really break this down a little bit more for you shall we okay so what you're seeing on my screen here right now is a visual representation of the sales funnel now the top part right here is called the top of funnel the middle part right here is called the middle of funnel the bottom part right here is called the bottom of funnel and then of course we have the win the win is essentially converting a leader prospect into a client so then you can represent them in a real estate transaction now another way that you probably heard about the sales funnel is through these terms which is the cold lead right here at the top then at the middle of the funnel you have the warm lead and then at the bottom of the funnel you have the hot lead and then of course you have you know the client at the very very bottom of the funnel now there are a few things i need to help you understand about the sales funnel your leads or prospects need to be categorized within the sales funnel because depending on where they are they need to receive a very very very specific message from you you see the top of the funnel it's all about building awareness the idea here is that you have to be able to identify a problem that a lead is facing and then talk about it then position yourself as the solution to their problem and then at the middle of the funnel it's all about expressing your beliefs and principles to solving their particular problem and really if you've done a good job really articulating your way of solving their problem then the last step about this the bottom of funnel is all about building trust now the goal here should not be to try to capture a brand new lead at the top of the funnel and immediately try to really convert them or get a sale instead what you should be trying to do is after capturing that lead at the top of the funnel is really moving them down the funnel into the middle of the funnel and then from there moving them into the bottom of funnel and then from there eventually converting that leader prospect into your client all right i hope this is making some very very very rudimentary sense to you now there's one principle that i want to make sure that you understand and that you adopt i'm gonna drop it on the screen now and that is clients are friends and friends are clients all right let me explain exactly what i mean by that all right here's another interesting way to really look at or label the sales funnel i'm gonna start at the bottom this time you see at the bottom of the funnel you have the hot prospect another way to really think about who the hot prospect is as a person is essentially a friend or family now above the warm prospects you essentially have another type of person and the way that we can really associate or put a label on this person is really by labeling them as an acquaintance now we label them as an acquaintance because really the way that you can think of this type of person is that there may be a friend or a friend or contextually they're likely someone that was referred to you and then your job in this particular part of the funnel is that you have to build rapport you really need to educate this person on who you are and what you do and then over time that will essentially build the trust and really move them into the bottom of the funnel and turn this acquaintance into a friend and then lastly we have the top the the cold leads and the way that you think of this type of person or these types of people is that they are complete strangers they don't know who you are or what you do but chances are you got on the radar because maybe a facebook ad or a zillow ad or a social media post or maybe a postcard and you said something that really resonated with them and it piqued their interest and they essentially just really wanted to learn more and then really at the end of the day your job at the top of the funnel is really to identify their problem clearly and position yourself as the problem solver and then from there they're going to want to learn more and essentially be really your job is really to move them down the funnel and really turn that complete stranger into an acquaintance okay one final thing to note here and that is this one outstanding variable that is often not talked about enough and that variable is time so check this out you see at the bottom of the sales funnel this person is probably already a friend so really trying to convert this friend into a client it's more of a formality and when you're talking about hot leads and converting hot leads typically the timeline to convert a hot lead is really days to weeks and at the middle of funnel when you're trying to really nurture an acquaintance and really turn them into a quote unquote friend that process actually takes quite a bit longer and if we're looking at it contextually in terms of a timeline the process of converting acquaintance it's really more like weeks to months and then at the top of the funnel this is where it takes the longest time to convert them so typically at the top of the funnel you're really looking at months to years and actually there was a study that was done by realtor.com with regards to the sales funnel and the fact of the matter is at the top of the funnel if it's a complete stranger a complete cold lead what they actually allude to is that it takes between a minimum of 13 to 15 months to really build the awareness and nurture a completely cold prospect and then move them down into the middle of the funnel all right now based on that specific stat right there some real talk for you if you think that you can get brand new clients that are complete strangers into your funnel and convert them into a client from doing one month of advertising or maybe of two months of advertising then i need to break that belief now i need to reset that expectation for you and it's simply just based on the data it takes longer to nurture a complete stranger than it does to really nurture and convert a friend long story short if you've only spent a few months to really dabble and acquire really top of funnel cold leads then you have to understand that it's not enough time you really have to you know play the long game on this it's gonna take a year maybe several years to really nurture that potential prospect or that lead and really turn them into a prospect and then move them down the funnel and just a quick reminder you have to remember at the end of the day at the top of the funnel you have to present a very specific specific message which is all about building awareness and after you've built that awareness then it's all about your beliefs and principles and that is single-handedly the only type of message that you need to be presenting to this group or category of people within your sales funnel and then from there it's all about really at the end of the day building trust testimonials social proof let people know that you can get them to their desired goal alrighty i know i just dropped a ton of knowledge on you for this particular video so i'm gonna end here for right now make sure you're subscribed to the channel because i'm gonna continue the conversation going into next month and i'm going to go a little bit deeper that said if you want to dive deeper on this then i highly recommend that you join our free facebook group i'm going to leave the link to the facebook group right in the description below go ahead and click i hope to see you there aside from that have a great day [Music]