Revolutionize your Real Estate Sales Process with Sales Content Automation for Real Estate

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Marketing is no longer this mystical thing everything is trackable everything is measurable Travis everything we do every action that we take only in our marketing has one purpose and what is that purpose marketing is math and appointments is a game there are five basic rules if you want to have exponential growth on appointments so let's be clear look up here guys when I say to you marketing that is making phone calls doing open houses sending out a social post doing something on Facebook writing an email having a billboard having TV in radio it's the whole gamut everybody with me on this marketing isn't just a postcard or an advertisement it's everything you do everything that you're pushing out to the world to let them know your experience and that you want to help them that's marketing yes so here's the five things number one he said have only one outcome for everything you do have only one outcome for everything you do I said what do you mean he said Tom I live in Santa Monica California Jack Burton who's in this room he said I know jack right I know all the top agents they all market to my house and he says he says every one of them sends me a postcard that looks like this look at all my reviews I can help you buy I can help you sell here's some information about the schools and there's nine more things and here's my phone number forty three times and a photo that doesn't look like me is that is that a really strong simple message or could it be slightly confusing what do you guys think what do you I think here's the note he said and summer this is kind of my email back to you is sell one sell hard sell one sell hard and I'm going to go deeper with you on this but Hank well I say saw one sell hard if I'm sending out an email what is the outcome of the email what action do I want them to take do I want them to like my Facebook page so I can work with them there do I want them to register to be a part of my real estate VIP newsletter do I want them to book a listing of I meant do I want them to call me do I want what do I want them to do and the great mistake and listen watch this guy's everyone raise your hands everyone raise your hands raise both hands because it's that bad every one of you confuses the out of your customers can I explain can I explain can I explain ready call me call me call me or you can disagree online or you can connect with me on social which one you want me to do which one when we have too many options what do we do so when you have too many options you do nothing but when you send your marketing message out you confuse them with all these options and you wonder why no one calls let me give you a little insight one of my very very very close friends the man in Ken Carrie and you would not know him directly but I promise you if you've watched television in the last 29 years and you ever heard this but wait there's more he produced about 25 to 30 infomercials a year if you ever bought the banjo fishing rod he did that if you did the alien wedge he did that if you got 1-800 Hooked on Phonics abcdefg that was the very first infomercial he ever wrote produced and directed I'm talking with Ken because you know we're friends and were pals I just saw like his wife you know a couple days ago dinners like hanging out like Bill Mitchell my mentors is her father so we're hanging out and and I'm looking at these people and thinking they spend millions and millions and millions of dollars every single day trying to convince people to take action that's what they do television 30-second spot six seven spot 22 minute spot full-blown one-hour infomercials the whole nine yards you know what Jill I'm talking to Ken one day and he says let me give you a little insight that 800 number no one ever calls I was like well why do you put it there he goes I don't know we put it there I said what do they all do he goes they all go to what they all go to the website every single one of them I said so what do you guys doing he goes are you baiting tent-like spender he would say we'd run 30-second spot or a 30 minute spot and it would say and if you call in the next five minutes we're going to give you and he said we used to get 10,000 phone calls now we get a hundred phone calls and we get 500,000 people that go to the website sound like your world my friends you would like those numbers but that's the game do you track as an example every time something goes out do you watch on Google Analytics what happens to your website yes or no yes or no oh so let me get this straight who has ever sent a mailer out ever in their life do you know the day it hits have you ever had this experience guys that oh these mailers and no one ever called who's ever had that experience besides me but but if you're watching the day that it hits like on my laptop I open it up and there's an entire just thing just all things Google and I sit there and go oh it's Tuesday the Tom fairy shows about to go and I watch my daily average of people on my website go live as you say thirty to like 350 like that is that good yes or no should you be watching the same thing but see the game my friends the game is you're trying to sell too much do one thing make one request and allow them to do that my friend Ken Kerry said Stephens very simple they all go to the website now so your website better convert on your website now becomes the sales vehicle the 24 hour a day seven day week sales machine that does everything you want it to do and more so that's number one number two ready number two he said to me very simple you have to track everything everything so summer when you send those beautiful emails here's what I want to know let's let's do email just for a second you ready so write down who sends out emails I don't mean like hey Larry I mean you got 393 emails and you send them an open house invitation you send them here's your newsletter here's this stuff do you track open rates yes or no yes or no guys there's 5,000 people in this room and god only knows hundred people are on the live cast and I didn't get a lot of yes like I knew right we track every emails performance can I tell you why because marketing is math and emails free you with me on this and the difference between the average which is about eighteen point six percent open rate on 100 emails that means eighteen point six people got my message what if that 18.6 goes to thirty is the Delta between eighteen point six and thirty is that an important thing what do you guys think that's that many more people that are now reading and getting this message and able to see my open house see my new listing see my marketing see what we're doing but a lot of us were just sending out emails do you track this ready guys from email to click to site are you tracking that from email to click to the site right so they open up the email I got eighteen point six or thirty percent or 40 percent or whatever your number is but then how many then open it up and take the action now I know for a lot of you inside the room your brains like oh I don't like all these numbers look up here do you like numbers in your savings account there is a direct correlation to numbers in my savings account and numbers in my marketing the more I know these numbers of my marketing the more I can turn it up and turn it sideways and then the savings account goes up because everything in marketing is math makes sense so let me give you some things you might want to write down your reading for example bitly vit ILY if you spell it wrong google will say did you mean and it's that one bit ly Google Analytics Google Analytics benefit I'm going to make it really simple for you who's watched one Tom fairy show ever in your life to say I did you watch episode 53 on fifty-three Christoph my marketing director Marni who is this powerful rock star somewhere inside this room you can't miss her beautiful red hair orchestrating this magnificent team she looks down at this and she says Tom you're shooting episode 53 you're telling people everything that we do I'm a little nervous that our like our customers yes I get it but like all of our competitions going to know how we drive all this traffic how we can burn them like I don't give a I don't give a I want my customers to know so write in your notes study episode 53 and if you actually go 53 54 55 56 I actually forced the hand of my own team to share 10 best strategies of email marketing five things that should be on every one of your landing pages and we just shared everything that we do now look up here my friends I'm not saying that we are the best marketeers we certainly have room to grow in that area but watch this I'll generate fifty four thousand seven hundred new leads this year how about you my cost per leads about twenty dollars per lead every five leads i generate I get like two appointments every two appointments I get one person to show up every five that show up I get one new client it's just math you with me with the same rule apply to you yes or yes yes or yes number three write this down you ready he said to me you need to move from startup to growth immediately you need to move from start to growth in me I said well what does that mean and he said Tom here's the mistake and I went please write down the mistake the mistake is one person trying to do it all one person trying to do it all and I was like oh that's painful because I was at the time thinking marketing was a cost that marketing was an expense that salaries of marketing people and even outsourced partners and that all that was expense not every dollar that we invest into marketing we generate more revenue and clients and when I got that connection so here's what he said to me please write this in your notes ready he said startup is one person doing everything versus growth growth is a dedicated leader empowered to go build the business growth is a dedicated leader empowered to go grow the business so I'm going to give you four or five job descriptions or four or five titles and I want you to list them all out and then you can just kind of tell me who's responsible you ready so who does your marketing and automation on email let's see to write them all out marketing an automation on email just write down marketing an automation on email because I called my guy John Wesley in charge of email he'd punch me he's like no bro I'm marketing an automation I make the whole thing work right and he does here's the second one you ready who's in charge of social to appointments social media to appointments who's in charge of that who's doing variation testing on 50 60 70 Facebook Ads at all times to figure out that a beautiful gal with an orange blouse sitting on a white leather sofa drinking orange juice looking at a white iPhone produces really well but when you get rid of all that just put a map up you drive your cost per lead from 12 down to 2 bucks who's doing those tests for you who's doing those tests look at the third one who's responsible for direct mail who on your team is responsible for testing headlines watching what's working being relevant to the marketplace driving traffic back to your website number four you ready who's responsible for following up and nurturing every lead because that's a part of marketing right guys who's in charge of like every leave it comes in instantly being on the phone with them who's in charge and then number five this is the one you all love who's in charge of making things look pretty you know the right photo the right brochure the new business card changing your font to Helvetica like all that stuff write this word down out source outsourced to experts outsourced to people that they make their livelihood on producing results they make their livelihood on social toe appointments they make their livelihood on call to convert they make their livelihood on Direct Mail stop trying to be the expert of everything look up here be the expert going on appointments be the expert at negotiation you do those two things everything else can be outsourced yes number four you ready number four number four easy one write this down you ready he said Tom if you going to do this the game now number four write down is an abt culture is an abt culture I said what do you mean he said you're a sales guy so give me the ABC and I go oh oh sales guy huh always be closing he goes yeah you're stupid don't know now abt is always be testing always be testing I said what do you mean he said do you guys send out emails I said yeah we have like a huge double opt-in email list that's been growing for you know twelve plus years and he said what's your open rate I said God be like I think we do really well we're like in the 30% range like it's like it's a really big part of our business it's like better than everything else we do and he goes so when you send an email out how many variations of the same email do you send what you think the answer was back then I'm like well we send one he goes oh he goes what he goes company I'm like I've like 200,000 people in my email list all over the world and then he goes by the way do you know the best day to send your email is Tuesday I was like Tuesday he goes when you send your emails I got one days forever and I go now we're doing it on Tuesday when you send your emails I said why Tuesday he said because it's the day that most more people open up their email on Tuesdays than any other day and since the only game is get more appointments I need them to open it up does that make sense tell your buddy what day you send your emails now we send them other days as well but the Big Dawg email is every Tuesday does that make sense he said but why don't you just test it why don't you test Thursday versus Tuesday Monday versus Tuesday Friday versus Tuesday and Michael see what happens and guess what more people open their email on Tuesday than any other day does that make sense he said and when you send that email one like the first hundred be this headline and the next hundred be this headline subject line and the next one these this hundred I'm like dude this is complicated he said Tom you're sending this stuff out don't you want people to read it this is important stuff yes or yes guys this is where you like no one's talking about this in our world always be testing always be testing but the key is it's a culture of testing that we are a culture of we tested this versus this this versus this and we're always testing to see what is going to produce the best result does that make sense okay number five in the last one write this down he said the sales team has to match the marketing the sales team has to match the marketing because if you're spending your time and your energy to generate all these leads and you're handing mode to people that say these leads are weak or as Kyle whistle said to us yesterday and Tom X that 55% of all leads never even get responded to we have a problem do we not all right so debrief very quickly with your buddy that guy look up here guys that guy helped us take our business from here to here and it used to just be aah and now it's aah with a lab coat and math and numbers you with me on this and the lab coat math and numbers allows me to do only when I want hey it's coach tom ferry are you looking to take your business in your life to the next level are you sick and tired of being sick and tired click the link below I dare you hey thanks so much for watching we have a number of event coming up and we'd love to have you there visit Tom berry calm forward-slash events and reserve your spot today [Music]