Get Off Your ASSpirations – Practice Lead Generation Activities

EVERYTHING YOU’LL NEED TO CREATE A
FOOLPROOF LEAD GENERATION SYSTEM!

FIRST WATCH THESE SHORT VIDEOS

• CREATING THE POWER OF NON-SELLING 
• WHY
• WHY II
  

  1.         Have and Use Contact a Database System
  

• Tactics
  • Create Three Categories of Contacts
• A – Want to buy or sell now
• B – Want to buy or sell later
• C – Everyone else who can fog a mirror
• Input all names
  • If you have no names  – Determine where to get names
  • Develop a follow-up program – this is the job of a contact management system – some ideas are:
    • Everyone – develop list strategy
    • All past buyers and sellers
    • Anyone from your previous life
    • Church
    • Family
    • Name, phone number, and email address of Services People and Companies
      • Carpet repair/installation
      • Room addition
      • Cleaning – drapes – carpet
      • Lawn care
      • Snow removal
      • Window washing
      • Painters – wallpaper
      • Plumbers & electricians
      • Foundations
      • Dirt – landscaping
      • Pet care
      • Mortgage lenders
      • Moving and storage
      • Auto repair
      • Doctors
      • Lawyers
      • Clergy
      • Schools
      • Teachers
      • Newspapers
• Hair dressers
• Auto mechanics
• Teachers
• Restaurants
  • Grocery stores/Convenient stores
• Spouse
• Co-workers
• Friends
• Bankers
• Community involvement groups
• Professional people
• All Family
• Your Personal Contact Information Should Have
  • All your appointments
  • All your to do’s
  • Your Time Dated Personal Strategic Plan
    • GOALS
    • Strategies
    • Tasks
    • ASPIRE Program Aspire@RossiSpeaks.com
    • Anyone who bills you
    • Anyone you bill
    • Anyone who works for you
    • Anyone you work for

1. 2.         Lead Generation Methods of Contacting Your Database

• Tactics
• Start with
  • Those You Know
  • Those You’ve Done Business With
  • Those you want to do business with (targets)
  • Everyone Else
    • Generate a Personal Board of Directors
      • Invite six to get three appointed directors
        • Professional Men and Women
        • Educator
        • Banker
        • Business Owner
        • Management or Consultant
        • Appoint two to serve one year terms and one to serve two year terms to generate overlap on next appointment
        • Have professional photographs made of each appointee (at their place of business)
        • Submit appointment and photo to news media and local business publications
        • Frame photo and hang with name plate in your office
        • Meet twice a year for 3.5 hours
          • January
          • September
        • Meet at nice place
        • Deliver Strategic Plan/Agenda/Menu three working days prior to meeting
        • Start on time – end on time
        • Record all comments
        • Send confidential report and minutes no later than ten days after meeting
        • Send NICE personal thank you gift immediately after meeting
        • Call to thank them for their input two weeks after meeting
        • Tell them they will be on your mailing list for their feedback
        • When they refer business to you, call and write thank you before you contact the referral then follow up in writing what transpired immediately after contact/contract/closing.
        • Send personal thank you gift the day of closing
  • Call 3 people in your database per day, 3 days a week.
    • RULE – Talk business first and personal last
    • Verify info in database
      • Correct or Purge bad data
  • Voice Mail Rules
  • Practice 3B’s
    • Be Brief
    • Be Bright
    • Be Gone
  • Personal Card to clients, “Your referral is the highest professional compliment I can receive.”
  • Lunch with Business Acquaintances (not sales associates)
  • Target HR Department of Corporations with less than 100 employees
    • Create Home Buyers’ Education Seminars
  • Email past co-workers
  • Join social and business organizations
    • Be an active member
    • Advertise in newsletter
  • Create a CD for give away (NO LONGER OF VALUE)
  • Team Sports Involvement
    • Golf Foursome
    • Tennis
    • Skeet
    • Handball
    • Any sport – talk about your business
  • REALTORS (2017 More important than ever)
    • You’ve sold their listing
    • That have sold your listings
    • That have showed your listings
    • Talk to commercial REALTORS
    • Talk to property managers
    • Wine and dine birddogs
    • Give business cards to spouse to take to work, etc.
    • Use REALTOR.com or CRS.com – get directory of agents in feeder cities – mail letter asking for business
    • Meet with real estate support businesses, ask for referrals
    • Mentor Highly Productive Sales Associates in other fields

1. 3.         Activate an Aggressive Mail Campaign

• Tactics
  • Postcards
    • Set up a free account at Prospects Plus for best prices and fastest service
    • Each new entry in your database receives postcards once a month for 3 months to establish spatial repetition
    • After spatial repetition is established, mail postcards quarterly as follows:
      • First quarter, mail to 33.3% of your database
      • Second quarter, mail next 33.3% – same card
      • Third quarter, the next 33.3% – same card
      • Fourth quarter, start over again with new card

• Thank you postcards – or Personal Card with a handwritten note of recognition
• “Catch someone doing something right” – send them, and their boss, a thank you, handwritten, postcard with a special note
• Ask people you sell a house to for their Christmas list so you can send change of address postcards.  At Prospects Plus you can create a postcard that has a picture of ‘their’ new house on one side and their name and new address on the other, include your name and company very small on back.  Add local names to your database.
• Ask everyone you know for the names of three people who would be interested in buying or selling real estate (they’ll give you one).
• Mail postcards to CRS in cities that are transferring or relocating to your area.
• Mail postcards to out-of-town friends, relatives, and alums with business cards asking for referrals
• Mail postcards to people in the news

1. 4.         Email Campaign (2017 NOT VERY EFFICACIOUS)

• Tactics CAUTION – LESS THAN 7% OF ALL EMAIL ARE EVER OPENED
  • DO NOT FORWARD – EVER!
  • Cut and paste or use hyperlinks.
  • Do not send attachments without announcing or informing the recipient first.  Have information in body of email or use hyperlink to direct the recipient to where information is.
  • NEVER put multiple addresses on the “To:” line, use “Bcc:”.  If you use the “To:” line, you give your email list to all recipients.
  • Never sell or give your list to anyone.
  • Use permission marketing by adding – ‘to be removed from this list please call _______ or fax ______.’
  • Ask everyone you meet for their email address.
  • On every sign-in list, make email the first blank.
  • Group large email by area, not names.
  • Always make the information you send area specific.
  • Start and sponsor neighborhood E-News.
  • NO SPAM
  • Do not send group emails more than once every two weeks.

1. 5.         Activate a Listing Marketing Plan

• Tactics
  • NO CMA, only RPA – Right Price Analysis.
  • Always have an Absorption Rate Analysis.
  • Only advertise if priced within above two analyses.
  • Multi Media Presentation
  • TV, Newspaper, Homes Magazine
  • Flyers – Info Box
    • Sellers’ job to keep Info Box full and to call you when supplies are low.
    • Virtual tours vs. MP3 tours
    • CD give away
    • Opens (see Events below)
    • ‘Just listed’, ’Just Fits’, ‘Low interest – High interest’…
    • 50/65 rule, postcards Prospects Plus
    • Photo business cards with house and your contact information for owners’ give away as part of your team. Prospects Plus
    • Sellers’ Presentation Manual Magazine, also used as a relocation piece and buyers’ guide.
    • Make the home accessible – keysafe.
    • Copies of all disclosures in home and available.
    • Have list of pictures and dates of all improvements.
    • Special amenities list.
    • Homeowners’ Association papers displayed.
    • Photos of home.
      • During parties
      • Holidays
      • Dinners
      • Barbecues
      • Use these on website and in ads.
    • Additional Sold by Me signs
    • Light the house
      • Light the sign
      • Light the house, inside and out
      • Keep inside lights on low on vacant houses.
    • When using a stake sign, have sellers move sign every two weeks.
      • Back a foot
      • Turned at an angle to street
      • Move to corner
      • Turn parallel to street
      • Place uneven or crooked
    • When using a post sign:
      • Decorate it for seasons
      • Add reflectors
      • Hang upside down
      • Cut a big hole in it
      • Have one painted by kids
      • Add a windmill or whirly gig
      • Add a family silhouette that says, “This could be your family’s.”

1. 6.         Open House Extravaganza (Event Open House, see 7 Below)

• Tactics
  • Select home (your listing) Monday prior to open house
  • Develop flyer
  • Write ad
  • Send invitation to neighbors
  • Postcard invitations Prospects Plus
  • Sign (open Sunday)
  • Compile list of similar properties by Friday p.m.
  • Call other agents with listings in area and ask them to have theirs open same day as well.
  • Offer to refer suspects that come to yours and vise versa.
  • Arrange automatic showing with properties that are not going to be held open.
  • Have maps showing for sale and sold in area.
  • Create a sign-in sheet
  • Prepare home
    • Orange Scent
    • Carpet runner
    • Flowers (leave with thank you note for sellers at end of open house)
    • Open blinds
    • Turn on all lights
    • Have a lender on site  with Financial Sheets
    • Mail thank you cards to all visitors
  • Alternative
    • Do three one-hour opens on Sunday
    • Weekday 1.5 hour drive time opens – no ads, signs only.
    • Leave flowers for owners afterwards.
    • Use Events Checklist, available on request from

EventChecklist@RossiSpeaks.com

1. 7.         Events Marketing™

• Defined – An Event is a carefully planned and well executed happening at a listed property that instills emotion, generates traffic, and sells the house.
• Tactics
  • Neighborhood Only, None Advertised Shows
  • Baby Buggy, Bikes and Tikes Parade
  • Soap Box Parade
  • Go Cart Parade
  • Horse Parade
  • Harley Motorcycle Show
    • Dealer Sponsored
    • Antique Auto Show
    • Muscle Car Auto Show
    • New Car Preview
      • Dealer Sponsored
    • Auto Rally Open
      • Dealer Sponsored
    • Children’s’ Art Show
    • Craft Show
    • Bird House Show
    • Boat Show
    • Pet Show
    • Flower Show
    • Garden Show
    • Car Wash
    • Ice Cream Social
    • Popsicle Party
    • CRS, GRI, or ‘Your Office’ only Marketing Open House
    • Local Area Business meet and greet
    • Political Open
    • Relocation classes
    • Seminar for women in transition
    • Candlelight evening Open
    • Digital Photography Seminar
    • Scrap Book Seminar
    • Real Estate Education Seminar
    • How to ‘Prepay your Mortgage’
    • How to get out of debt seminar
    • Tax Tips/Estate Planning
    • Quick Plumbing tips
    • Landscape tips
    • Painting tips
    • Remodeling tips
    • Wallpaper Tips
    • Fixing your house for sale tips
    • First time buyers’ open
    • Area Real Estate values open
    • ‘What’s my home worth?’ seminar
    • Cooking Classes
    • Aerobics Classes
    • Yoga Classes
    • Art Classes
    • Technology classes
    • Parents’ Night Out Movie
    • Lawn Boy Drive-In Theater Night
    • Police/Fire Department Safety Demonstration
    • Customer Appreciation Dinner (Past Clients)
      • Tactics
        • Define group
        • Select Date
        • Select Time and Length
        • Select Location
        • Determine Menu/beverage
        • Make invitation/stress no sales
        • Mail invitation with RSVP
        • Arrange Entertainment
        • Have Marquee labeled
        • Centerpieces
        • Prizes/lender donations
        • Drawing of centerpieces
        • Call to see if attending
        • Handwritten Thank You Notes
    • Buyers’ Seminars
      • Tactics
        • Target renters, your church, veterans, investors, seniors, handicap, women in transition, 1^st time
        • Pick out lenders – pay for part of advertising costs
        • Use relocation CD Rom for give away
        • Provide email address relating to buyer, lenders
        • Info on first time buyers – specific info for target
        • Event at home for sell
        • Speaker – accountant – tax benefit
        • Radio – advertising
        • Newspaper
        • Flyers at business establishments you frequent – Pizza box ads, RX bag ads, etc.
        • Obtain mail lists from public utilities
        • Timing – Feb. – Sept end of Aug
        • Best night – Monday night or Saturday morning
        • Have bonded professional child care on site
        • Mail out after class – thank you
        • Follow Up – Follow Up – Follow Up
    • Customer Appreciation Party
      • Dinner
      • Picnic
      • Swim Party
      • Formal Dance
      • Day at an Amusement Park
      • Day at a Museum
      • Rent a Movie Theater
    • Use Events Check Sheet available upon request at EventsChecklist@RossiSpeaks.com

1. 8.         Personal Website

• Tactics (2016 do not as them to sigh in before you’ll give them information)
  • Team or Co-op website
  • URL and email on sign riders
  • Cards and emails to neighbors with hyperlink
  • REALTOR.com opens
  • Email campaign to promo web site URL
  • URL and email in all advertising
  • Photos – Photos – Photos – Photos
  • Stay above the fold
  • Use white space
  • Consumer driven, not Ego driven

Websites@RossiSpeaks.com

• Think sticky
• Deep, deep area information
• Auto fill – ‘What I’m looking for…’
• Auto fill – ‘What’s my home worth?’
• Auto fill – ‘How much can I qualify for?’
• Reason to come back
• Hits are no big deal
• Placement is everything
• Simple, to the point, creative writing
• Personal neighborhood contact
• Update Mortgage Rate sheet
• Link to your lender
• Have your contact info on every page, make it easy
• Testimonials – Testimonials – Testimonials
  • Written to you, not about you
  • Use photos of past clients/customers with permission
  • Capture visitors and propagate database
  • TESTIMONIALS

Websites@RossiSpeaks.com Example: www.RossiSpeaks.com

1. 9.         Contact Expireds

• Tactics
  • Finding them
  • Visit 3 per week  (use ROSSI’s dialogue, available upon request at ExpiredDialog@RossiSpeaks.com)
    • Follow up
    • Expectation – list one per week
    • Absorption Rate Analysis
    • Right Price Analysis
    • Get email and add to your contact list
    • Place in Database

1. 10.       Contact For Sale by Owners

• Tactics
  • Get ROSSI’s plan and dialogue, and activate it.
  • Available upon request at FSBO@RossiSpeaks.com
• VIDEO VIDEO VIDEO