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[Music] welcome to Empire Building the podcast where we talk about building big businesses and even bigger lives I'm your co-host sell vanol and I'm Sarah Reynolds and I am super excited to continue our sales funnel Series where we're going to continue to talk through how how to um move your clients move your customers move your prospects from all the way from leads all the way into your bank account in terms of Revenue okay and so I like the sound of that into your bank account me too that's a good sound move them into your bank account that's right that's right uh and so I I'm super pumped I think you're going to get a lot out of this series just like you did uh last week as we talked about lead generation through prospecting and we are spending two episodes on lead generation because without lead generation you don't have a sales funnel at all okay and so it starts with lead generation and so today we're going to dive into so last week if you didn't if you weren't able to listen to it I highly recommend you back go back and listen to that where we talked about prospecting lead generation through prospecting today we're going to talk about lead generation through what we call reverse prospecting okay reverse prospecting ing meaning prospecting is you going to the prospect you're being proactive you're going to them okay they don't know who you are you're going to them okay reverse prospecting is sending out messages messaging that prospects raise their hand and then you communicate with them okay and just in full disclosure I'm super passionate about this topic today so so I I think I should apologize to seelle in advance for uh potentially like getting so excited and and jumping over her in terms of what we're going to talk about uh but both both sell and I have quite the marketing brains um and so I'm excited to do this episode with SE uh so that you can learn from from both of us in terms of how to get prospects to raise their hand to where you don't have to be the one hunting them they actually hunt you a little bit based on your messaging yeah and you know I think something that's really interesting here is when you're prospecting right you are going after people and when you're reverse prospecting people are hunting you they're coming after you and I I would love to say that the second part of this right the reverse prospecting meaning people come to you is an immediate gratification when you are building up your business you know we all want the phone to ring off the hooks all the time and getting the reverse prospecting to work does take time and it does take invest to make that happen and so if you are building your business and you're in that like I don't have enough leads right now I'm newer into business I haven't established myself yet remember that you might want to start with episode one of this which is the prospecting where you're proactively reaching out because that you can control whereas reverse prospecting you can control your messaging and and how you're doing it but you can't always control who's picking up the phone and so this requires a little bit more time on task and patience and and investment so just be aware that you know as we're talking through this I just want you to have that lens on of this is it we did it in this order for a reason part one proactively reaching out number two is having people proactively reach out to you it is kind of a one twoo process I I love that say and I think that's important for our listeners to really hear you on that because I have seen multiple businesses attempt to do reverse prospecting first what we're talk about today and they actually went out of business because of it because they didn't build the time and or the resources enough to sustain it and they weren't willing to do the hunting themselves in the beginning to build up the reserves to be able to build a reverse prospecting funnel I think what's important with reverse prospecting is I like to look at it as leverage to lead generation so it's leverage to your lead generation it's a form of lead generation but we never stop prospecting so you never want to stop hunting business being proactive hunting business so if again we're going to say it again if you didn't listen to the first part of this series we highly recommend we want you to go back and listen to it because what we don't want to have happen is you listen to today without getting the hunting down okay and then it makes a a negative impact on your business okay so first and foremost be prospecting first build that re build revenue from it build to reserve from it and then you can leverage that leverage how good you got of prospecting to then learn how to reverse Prospect which we're going to talk about now so reverse prospecting is putting a message out there that creates potential customers to raise their hand to raise their hand okay or as Gary Keller likes to call it he likes to call it MERS making offers for immediate response meaning that they are responding to the offers that you m that you make I love that and when you're thinking about your ideal client you want to make sure too that you're thinking about like who who are they you know what what problem do they have are they let's just use real estate here for an example but are they a family that is outgrowing their space and moving up are they an executive that's moving to Dallas Fort Worth and relocating here and they have a white collar job and you know a family that they have to move what sort of problems would come with that and so you want to think about or is it a senior that's downsizing and and needs help with assisted living and might also need help with an estate sale and and getting rid of all of their things and the emotions behind that you know whatever it is that your ideal client is you want to start them thinking about what sort of problems would they have in that process and depending on where you are in your life think about that too if you're in a phase where you are um you know younger and newer into business you might be dealing with a lot of first time home buyers so creating a program around that might be the best way to go and start maybe you are having kids and so you think about okay I'm in the middle of having kids maybe my client my ideal client's having kids sometimes building an avatar similar to the phase in life in which you are as far as like a psychographic or a demographic can be really helpful because you're already experiencing those problems it's easier to think about them but you could also go after a type of business this could be um for example foreclosures or short sales or divorce or probate um so it could be a type of sale or multifam or commercial so it could be a different type of customer but you just want to think about like who is my ideal client and what problem would they have that I can solve for them and then we're going to create a program or a product around that that helps solve that problem and that helps you really give a focus on something as as a laser beam to go in after and I know for us in our our shifting market we've gone from 4100 active homes in DFW as of last January to right now we are inching at the 20,000 active homes on the market um in Dallas Fort Worth right now that's a you know 4X almost 5x um increase in the number of houses in almost a year and a half and so if that's happening we have a lot of people that need to sell their home in order to move and their stress and a lack of security and knowing they have to sell and they don't know where they're going that's a great way for us to have a buy you know Buy before you sell program that eliminates the risk for them in that so if you know where the stress point is just as an example for something we're doing actively with our team that then allows you to have a conversation around eliminating stress for a client so good say I I think I think the big different and I I know we're going to move on to um that was step number one was identifying the client and then really thinking through the problem that they have and why we didn't talk about that when we talked about prospecting is I I do think you can identify the client from a prospecting standpoint in targets or neighborhoods or or areas or where you believe your ideal client is but I think the key here and why we want to focus on it with reverse prospecting is when you're prospecting when you're out there you're hunting the business business you just need business meaning you're going after um you're going after the business and that those that that that say yes on a cold call or those that say yes through door knocking right you're going to help them now with reverse prospecting the big key here is to identify the problem it's hard to identify the problem if you haven't identified your ideal client and so the first step in Reverse prospecting is identifying your client and then putting yourself in their shoes I cont stantly about once a month I will I will time block about 3 to four hours of Whit space and during that Whit space I'm literally putting myself in the shoes of our ideal client and I'm thinking through what are the problems they have right now right what are they facing right and then that allows for me to think through some solutions as say said in terms of developing a product or service a program that meets your ideal client where they are so what do you what can you you offer what can you do for your ideal client in terms of the problem that they have what can you solve in creating a program a product a solution for the problem that they H that they solve so that's number one and number two identify your client number two is what problem can you um solve for them creating a program or a product around that okay number three in Reverse prospecting lead generation through reverse prospecting is you want to put your product Your solution solution your program whatever you've created that you know solves the problem of your ideal client you want to put it everywhere okay they won't raise their hand if they don't know about it okay so it's not our job you know I I talk to a lot of people and they think well it's on my website okay well what's going to get them to your website right like how can they read about it on their we they're not just naturally going to go to your website just for the fun of it right you've got to put it everywhere so with with us when where we see where you see Empower home many times almost all the time you will see our program see our offering right next to it the the mofer the the the program the product actually becomes almost the brand um Your solution that you're that you're giving them becomes the brand because you want to put it everywhere right and the key here is something that I learned from studying Steve Jobs so Steve Jobs created arguably um the best technology that most of us use right right now on my desk I have four Apple products okay that I'm staring at right now right so we can learn a lot from Steve Jobs and he talked about the power of being different not better but different so making sure your program making sure your product is different and then putting it everywhere you can and through the difference you're answering to to the consumer to the client why should they do business with you above anyone else okay that's what you're answering with the the the program the product that you're putting out there why should they do business with you above anyone else I love that that is so well said and they have to hear that message eight times before it even becomes something sticky in their brain so if you say it once say that again say yeah eight times eight if you have children how many times you have to ask a kid to clean their room before they go do it right like a a consumer has to hear your message eight times before it starts to get sticky in their brain and then they have to still continue to hear it after that right and that's that's where the message goes if you if you've done it a couple times and it's not working it's probably just because you haven't said it enough yet so keep beating so you want you want to put it yes you want to put it on everything so some top places um you know we love to be transparent at at Empire Building podcast okay and so I want to be transparent about the places that we put our programs that set us apart at Empower home so our top places are direct mail so everything that we send out through Direct Mail has a program has a offer has something for them to raise their hand and ask more information about right last week's episode during lead generation through prospecting we talked about having a 36 touch to people that we know so talking to our network of people that we know well in our 36 touch we also talk about the programs that we're offering what we're doing to set ourselves apart to where they have something that they can talk to their family and friends about that make them want to talk with us right the third place you want to put it is if any type of form of mass media right so radio television ads Billboards um any type of mass media um we we put our offering on there our prr progr on there um and then online and offline um for with the real estate industry a big form of lead generation is SC is our signs both offline and online and so making sure that our signs have a way that we're setting ourselves our setting ourselves apart so like buy this home and we'll buy yours as an example of that so where a seller a buyer that also has a home to sell is going to ask us questions about that and then any form of online so payperclick Facebook Google okay all of those places your program your offering what sets you apart needs to be okay and you never know where they're going to see it which is why it needs to be everywhere okay everywhere that's so good then once you've got it out there everywhere you need to make sure you have a lead capture system and you want to have multiple ways in which the lead can get sticky into your system so for more information go to and here are some different things that both of our teams do um to capture the information so if you want to learn more about this program go to you could have a number to call and text directly um you could have a website with a URL address or QR code to take you to a website to find out more and if you want to plus that having a chat bot on your website that you could then talk to them immediately when they're coming in is a huge help you could have a um internet voice recording or ivr 800 number where they could call the 800 number and listen to a recording about the program or text to get a brochure sent to them those are great for signs um you can also make sure you're putting your social media outlets on there you can put your um email address out there too we have just an email address it says home vanpool.com we know everything that comes through there comes from our direct mail so you can have one of those too that's just very simple and as a way for people to reach out directly off of your marketing that you know it's coming in in from one of those sources um and the important part here and I know Sarah is very passionate about this we are to is you want to be able to track it so you know what's working so if you're giving phone numbers if you can have multiple extensions that's huge because then you can track the pieces I know that's something Sarah's team does amazingly well um for us we have different email addresses for different sources of our business as well so that if you're inbounding not just from phone but you're coming in from email it's hitting a different email address too that all the go into one funnel but we can see who the two was to so that's a way to do that too we do that through our Google Suite you can have multiple email aases that go one place so I love that say um both say and I have been um really experts in Reverse prospecting for for well over a decade now and I I think number four in terms of implementing um lead capture system is probably the biggest mistake I see people make um is that they they get their message out they put it out there okay but then they don't have multiple ways for to capture the information um and it's really hard to help someone if we have no way of contacting them okay and so lead capture capturing their contact information so you can call them is critical to your success in Reverse prospecting and so having multiple options just as sell said is critical um and and don't it doesn't have to be overthought of like I love how simple like having the different email addresses is that say just mentioned that's so powerful and then through lead capture having that be different ways of tracking to know whether or not it works and so why that's important and I'm I'm going to go off as I said in the beginning I'm passionate about this topic um why that's important is some sometimes a like a reverse prospecting program and or piece like direct mail piece for example is actually working but we don't know where the problem is because we're not tracking it so like for example if someone is calling in and into the office and we got 10 people to call from this one direct mail piece but yet we booked zero appointments a lot of Business Leaders I've seen make the decision that the direct mail piece didn't work well really what needs help is the conversation that we're having once we get their information the direct mail piece actually did work but it's more of what to focus on in the sales funnel to where you need to improve on which we're going to talk about in the coming episodes but the key is you have to track it to know whether or not it works so having lead capture and having different ways to capture it I know we use a company called call rail c a l l r a i l uh to buy different phone numbers and then when you purchase them you can actually put the piece that you're putting it on to where they are going to track it for you how many calls you get in how many text messages you get in um so that's just one system that you can use for that um but lead capture is critical is critical now the other critical step is Step number five for reverse prospecting is you want to use stories of impact and connection okay um so when you're making an offer right so for um the say's example in terms of buy buying a home before you sell it right buying your next home before you sell it okay if if you want to make that offer right you're sending it out and let's say you're sending out a direct mail piece you've got all the lead capture information on the piece you've got a special phone number for it you have multiple ways that they can send their information to find out more about the program okay you with that piece you want to have a story of impact so having a story of a family that you helped buy first before selling their home with a picture of them so they see that they're a real person and they testimonial of the impact that you had will make that work 10 times better okay so it's something that we call thirdparty endorsement so when we say okay we're the best or we have this program that's one thing but when someone else says that this company has this program you need to use them or this company impacted my life in such a positive way you must talk with them that will 10 times your results because it's not you saying it it's someone else saying it so so so important I love that that's so powerful and we all have we all know that if we ask a friend where they went and did something right we're much more likely to use that recommendation so tying that to a person they might even know that person you never know um it's huge it's huge it makes it all of a sudden much more approachable that somebody else has already trusted that that brand or your brand which is awesome I love that that's fantastic Sarah okay so um just in as we recap uh this episode so lead generation is the key to your sales funnel okay you have to lead generate you can lead generate through prospecting which we talked about last week or you can choose to lead generate through reverse prospecting or my recommendation is you have both in your business you build it to have both um start with prospecting build some Reserve up and then start building a reverse prospecting system because you can actually leverage that you can have your prospecting working while you're sleeping because you're doing reverse prospecting so the steps of that as a recap is you want to identify your ideal client you want to Think Through the problem that you can solve with them you want to put your product solution program on everything everywhere that you are your product Your solution should be okay you want to implement a lead capture system and have multiple options on how to capture that business CU you never know what they feel comfortable they might feel comfortable emailing they might feel comfortable calling you want to make sure that you have multiple ways for them to send your their information and then you want to use stories of impact and connection that are outside of you so meaning how have you impacted others through this program through the service that you offer through the product that you have and so part of building a big business right is knowing how to lead generate and so you must time block it you must have it on your calendar okay but it's a key part and so next time we're going to talk walk through how to turn it from a lead so you've generated the lead into an actual face-to-face appointment so you want to be on the lookout for that episode but thank you so much for joining us and our Focus today was on building a big business but don't forget while you're building that big business while you're building your system around reverse prospecting don't forget to also get out there and build an even bigger life thanks for joining us today and don't if you got something out of today's episode would you mind leing leaving us a five star review so we have third party Endor as well and we can help make a bigger impact on the world together thanks for joining us bye I love it [Applause] [Music] bye