Lead Generation

by Christina Ethridge Leave a Comment

When it comes to Facebook domination do you know the #1 mistake real estate agents make in lead generation?

Featured Download: The Facebook Page Setup Checklist – specifically for real estate agents – get your Facebook page setup to capture real estate leads.

Stop throwing away awesome prospects and start nurturing them

Let’s start this out with a single truth: A real estate lead is the name and contact information for someone who is potentially a future client.

That’s it. It’s not something fancy. There are no semantics (although lots of “experts” will make you think so). If you have a single way to contact that person, then that is a lead.

Some “gurus” define real estate leads as having a full name, a phone number (at minimum), and have expressed interest in your services. Sorry but that’s wrong especially with the advent of the Internet.

A lead is sometimes even JUST an email address. No name and no phone number. Sometimes it’s even Arnold Schwarzenegger or Mickey Mouse (you know, those fake-name sign-ins who give you a real email address).

Now, don’t get me wrong. You definitely want to move the lead along, get them to become a prospect, then a client, then a closed client. That’s typical but don’t make the mistake of thinking a lead is “dead end” or is not viable because you have only an email address.

All leads that have a legitimate way to contact them are viable. Every single one. Even the ones that are only an email address. Even the ones that say “no.”

There’s no such thing as “dead-end leads” on Facebook

Really. I’m speaking truth here. A “dead-end lead” isn’t actually a lead — it’s something that is useless. Someone who signs in that gives you no way to contact them.

Do you want to know why there are no such thing as “dead-end leads” on Facebook? Well, first of all, in just about 100 percent of cases, that lead is actually attached to a real person (it’s Facebook).

Facebook is probably one of the absolute best places to harvest leads

That’s because you’ve got so much “intel” on that lead. You can easily get to know them on a level that just isn’t possible for typical email sign-ins or even people you meet in line at the grocery store.

Secondly, because as I said before, every single lead is viable.

You’ve just got to move that lead through the process. You’ve got to know how to move your Facebook leads through the real estate lead generation process.

And within that process, you’ve got to know how to convert your real estate leads into clients.

Just because a lead isn’t ready to buy now doesn’t mean they won’t ever be willing to buy or sell real estate. It just means that they are part of the majority. In other words, they are part of the majority of leads that aren’t ready “right this instant” to use your services.

This is why it is imperative that you be in front of their face at the right time. It’s why you need to be sending messages, calls to action all the time and appealing to leads in their differing levels of readiness.

Capturing and converting a lead takes time

Lots of it. We aren’t talking about a $25 item you are selling. These leads are dealing with probably the single largest financial transaction in their entire lives. They have to coordinate their desire to purchase with their ability to purchase. It takes the right time.

Which means you’ve got to nurture them until it’s the right time for them.

Honestly, I think the No. 1 mistake real estate agents make is this idea that if a lead isn’t ready right now it’s considered a dead-end lead and they make the mistake of giving up on that lead which is why they are constantly out having to generate more and more leads.

f they don’t generate new leads, their business will die. At some point, you are going to get exhausted having to constantly generate new leads.

Yes, you should always be doing that, but if you are only generating leads, you will reach a point that it’s not possible to generate anymore than you already are. At some point you are at a ceiling that you can’t break through.

It’s imperative that you nurture your leads

You spent time, energy and money generating the lead. Now nurture it. Stop treating the ones that don’t sell or buy immediately (most of them, by the way) like they are lepers.

Start treating them like the absolute gold that they are.

It takes thought, time, energy and, yes, even some money to set up a beautiful lead nurturing process but that time, energy and money will pay off huge in massive returns.

The thing is when you are nurturing leads you are also in a top secret way, lead generating.

Think about it. You are nurturing a lead. They aren’t ready. Their friends are. They recommend you.

Lead generation through lead nurturing

Now, I’m not here to say that a beautiful lead nurturing system is an easy thing to create and implement. It’s not. It’s ever-changing and you’ll constantly be tweaking it but your efforts will be so incredibly worth it.

However, what I am here to say is this:

Why are you spending more time, energy and money in your attempts to lead generate (and seemingly bringing in dead-end leads) than you are in lead nurturing (moving those supposed “dead-end leads” through the sales funnel)?

I see agents constantly trying out dozens upon dozens of different lead generation methods, sources and systems, spending nearly 100 percent of their time on the generation and almost none of their time and efforts on the conversion.

When closings don’t pan out within a few months or even over the course of a year, they claim it’s due to “bad leads.”

I hate to be the truth sayer here but the leads aren’t bad. Your lack of conversion efforts are.

Your lead generation time and efforts should also include lead nurturing time

Remember, you are also lead generating through lead nurturing.

When you believe the truth that no lead is a bad lead, truly believe it, you’ll not only change your thinking but you’ll also change your focus and efforts.

When you start spending time nurturing, your business will start to explode.

In other words, spend 20 percent of your time generating and 80 percent of your time converting.

So snap out of the whole “they are dead leads” or “bad leads” and snap into the idea of nurturing that lead.

Six months from now you’ll be so happy you did!

Featured Download

The Facebook Page Setup Checklist – specifically for real estate agents – get your Facebook page setup to capture real estate leads.

by Christina Ethridge Leave a Comment

Are you finding it tough to find “quality” leads in today’s real estate market? Start building an audience on Facebook now!

Featured Download: The Facebook Page Setup Checklist – specifically for real estate agents – get your Facebook page setup to capture real estate leads.

Hi! This is Christina with Leads and Leverage, and I help real estate agents create more time, make more money, and enjoy the journey.

Today is going to be a little bit different, it’s more like a “fireside” chat if you will. We are going to have a little chat today because this issue comes up all the time.

I hear from, I think, everyone single one of you, you are really frustrated with the market because you can’t seem to find leads or you feel like you aren’t getting quality leads when you do any of your lead generation, you feel like the leads that you are getting are junk leads, etc., that kind of concept.

I really just wanted to chat with you today because I guess here’s the crux of it, that when it comes to growing your business; now I’m speaking specifically to you as real estate agents from a fellow real estate agent. I’m speaking to you on that level.

At the same time, this goes out to every other business, every other type of business out there, we would all, every single person who’s ever owned a business or who currently owns a business, who wants to own a business, we would all absolutely, absolutely love it if we could put out an ad and get a phone call and write a contract or put out an ad and get sales.

Want Quality Leads? Give Value!

That’s what we want. We want “quality” leads. We want “real” leads.

Alright, so, here’s the thing about this. In a dream world and notice I said “dream” world. In a dream world you’re going to be able to just open up your doors to your business, maybe run an ad or two and you are going to get business.

You are going to get closings. You are going to get people who want to use your services, right? But we don’t live in a dream world. We live in the real world.

And so, you have to modify what you’re doing. You have to set up your lead generation so that you actually get the results that you hope to get from it.

So here’s the thing with this-

if you are not getting quality leads, if you feel like you are always getting junk leads, it’s not the leads. It’s you.

See, our job is to reach out and help people. Every single business, that is their job, whether you are a trucking business, whether you are a coffee shop business, whether you are a real estate business, it doesn’t matter.

Your job is to get out there and build an audience of people that would be interested in using your services and that does not happen, I mean, it used to happen once in a while just running an ad but the way it happens now is that you actually have to go out and give value.

At this conference this week I keep hearing that “give value,” “give value,” “add value” and that’s what I tell you but then I realized that you don’t really know what that means.

What does it mean?

Because you think, “okay, I’ll be a really great agent for them, I’ll be a really great this for them,” “I’ll be a really great whatever for them” but here’s the reality to that – in order to add value, you have to solve people’s problems. You have to figure out what they want and help them get that.

And again, that’s probably creating questions in your mind about what exactly that looks like but here’s the other piece to this. That means in order to lead generate, in any type of lead generation, you have to get out there and make connections.

Build An Audience on Facebook

You have to build your audience and I don’t have my graphs here to show you but you have to build your audience on Facebook and build an audience around the lifestyle of living in your area.

You build that audience and then you help that audience. You help them with their problems. You help solve with their need and sometimes, some things you are going to do you are going to fail miserably.

Some Things People Don’t Want To Hear.

I’ll guarantee you right now this video will not do as well as all of the other videos that I’ve done that are like little hacks to get stuff and you want to know why it won’t do as well? Because it comes right down to personal flipping responsibility.

The problem is not the leads. The problem is not the quality of the leads. The problem is not that they are junk leads because they’re not junk and they’re good quality. Every single lead you get whether it’s from Zillow, whether it’s from your Facebook ads, whatever it’s from, they are not junk.

The problem is you so I’m going to get into this. The problem is you. You expect to be able to put up a little banner and get a sale.

It’s absurd to even begin to expect that! I don’t know why nobody in our industry is really teaching that!

People are teaching “just put an ad out, put an ad out!” I’m watching this conference and people are talking about “what’s the best ad,” or “what’s the perfect ad,” “what’s this,” “what’s that?” And I’m like “that’s not how you do it.”

This is why email marketing doesn’t work. This is why people’s ads on Facebook aren’t working because that is not how it works.

We think that’s how it should work. We think it should be that easy but you know, those “quality” leads that you want, those non-junks leads that you want, all of the leads that you are getting, they’re quality. All of the leads that you’re getting- they are real.

They are not junk but again, it’s how you’re handling it. It’s your expectation. It’s your understanding. People are not going to go “oh, look, you put an ad out there! Come list my house.”

You have to build a relationship with them. You have to put an ad out there but the ad is not “hey, want me to list your house?” The ad is “hey, have you thought about selling? If you have, here’s a checklist that I give all of my sellers. Just download it here.’ You get their email address, they get the checklist.

Then, you take that email address and that email address you use that email address and every single week you send them an email around value. You let them get to know you as a person and then you give them value at the same time.

You do not sell crap to them. You give them value.

The perfect example; these videos that I am doing every single day, these are all value related. These are all focused on answering your questions, helping to solve your problems, help you overcome your stumbling blocks.

None of them are like “hey, buy my stuff!” I mean, like towards the end, I might mention the member stuff but you can do this without the membership.

It takes more work,, it take more time, absolutely, but you can do it without joining the membership. But even those, even my members, members in there are like “oh, I’ve been doing this blah, blah,blah” and “oh I want this.”

It takes time, six, twelve, eighteen months to get people, get that pipeline going and to build relationships with them when you’re selling houses. That’s how long it takes, sometimes more.

So there is no place, no place, no place, that when you go do it, you get instant leads. There is not.

There will always be a teeny tiny percent of stuff that’s instant, absolutely, because you just happen to be in the right place, in the right time but it’s impossible to time the market, The real estate market or the stock market. It’s impossible to be at the right place, at the right time and build a business from it in that regard. It is possible if you have brought them into your email community, if you have brought them into your audience and you can help them.

The Lies You Tell Yourself

So until you flip your thinking about “well, these are junk leads” or “these aren’t quality leads,” I’ll tell you right now, there are people who are killing it with Zillow leads.

I don’t like Zillow. As an agent I never once, I never paid for Zillow. I never did anything with Zillow. No. I do not like them. I do not want a middle man in my business, didn’t need them. I knew how to get my own leads I knew how to lead generate. Zillow is there for the lazy agents who don’t know how to lead generate, who aren’t actually interested in building a business. That’s what Zillow is for. That’s what Trulia is for. That’s what Realtor.com is for, right?

Here’s the thing- the agents who are using those, not all of them, like half of one percent, there are agents that are killing their lead conversion from those leads.

You know why?

Because they know that every single lead is not a junk lead. They just know that it’s a “not now” lead and you have to keep nurturing, to build and nurture that relationship over time.

So, am I saying go do Zillow? No. I’m saying that any lead that you get, if you meet somebody in person, if you get a referral, any lead you get, we have this expectation that if they don’t answer us on the first call or if they don’t respond on the second call or they don’t respond to an email that they are junk or they are not interested or they are not viable.

That’s a lie that you’re telling yourself because you don’t actually want to do the long, hard work of nurturing the lead.

Let me repeat that- when we don’t get an instant response from our first call, our first email, second call, second email, whatever, we say “ah, that was a junk lead” or “it doesn’t work.” That is a lie that you are telling yourself to give yourself an excuse to not be responsible for your lead relationships, your lead conversion.

Yeah, I went there.

All of those leads that you say are junk, all of those people, all those leads that you are getting that you’re not converting- that’s on you because you are not willing to put in the daily, consistent work it takes to email those leads every single week and build a relationship, to learn how to build a relationship via email, to learn what their struggles are as a whole and help them with those questions and help them with their answers.

You are so focused on trying to get them to go see a listing with you or write a contract with you, that you completely miss the, “they gotta know you, like you and trust you first.” You completely miss that.

That is why people, the big guys are saying or supposedly the bigs are saying that you need to get your lead in thirty seconds or less.

I’m like oh really?

We built a business of an average of over two hundred transactions a year. Our biggest year was six hundred and forty-eight and our smallest year was a hundred fifty something, a hundred and fifty two, I think transactions.

We built that on not responding in thirty seconds or less. We built that over the long haul because our focus was long term relationships. Our focus was a long term business, multi-generational business. That’s what we were focused on so we knew it was about the long haul. We knew it was about the long relationship. We knew it was going to take time.

So when somebody comes and tells you that “oh you can get better leads using CINC or you can get better leads using Kunversion or you can get better leads using TigerLeads or you can get better leads using Zillow, or you can get better leads doing it yourself, whatever, it doesn’t matter where you’re going to do it because if you still have that mindset that they’re junk leads and they are not available right now, it’s not going to work for you. It’s not going to work for you.

Think Through The Long Haul

Someone who is willing to think through the long haul and know that it’s about lead generation and lead conversion, someone who has that mindset, who is going to slog through the crap, it doesn’t matter what you put in front of them. It’s going to work for them.

Now, there are some of us that are just like, we have these tech issues, some of us have time issues and I will get into that in future videos because there are solutions for all of that but right now, the mindset that the leads that you are getting are junk or aren’t quality or aren’t ready to convert, they key is they are not ready now so what are you doing so that you’re in front of them, not like exposure or awareness or top of mind bull crap.

I’m talking really in front of them, like really helping them, customer, prospect appreciation things, weekly emails with real value and real help, snail mail, giving them “oh hey you guys, it’s time to blow out your sprinklers this month” or “it’s time to do this for your pools this month.” Give them reminders all related to their lifestyles and their house.

What are you doing to actively stay engaged in their life? I’m not talking sending them crap. I keep wanting to say S-H-I-T because that just says it and I’m not going to say that. I wouldn’t say it in normal conversation so I’m not going to say it now but my head keeps thinking that for some reason today.

We send out this canned crap. We think these “touches” work. We think an ad should be this perfect data. It should work. Guys, the leads that you are generating, whether in person, whether from Zillow, whether through Leads and Leverage; it doesn’t matter where it is. They’re quality and they’re real. They’re just not ready right now or they don’t trust you yet so it’s on you.

I guarantee you, this video will not be as popular as all the other, you know “three hacks to do this,” or “four ways to run that,” or whatever. I guarantee you it won’t, because none of us, none of us, me included, none of us, want to be told “it’s your fault, it’s you because you are not taking the time to learn how to write an email or send an email that’s conversational.

You’re not taking the time because that builds the relationship. You are not taking the time and investing the time in those relationships over the long haul. We’ve all done it.

Why do you think I am now on my page five days a week with you guys? Because I was totally called out on this. I was called out on this by somebody in my Mastermind, like how are you actually nurturing your audience on Facebook?

I was like “ummm… well, I’m doing this, I’m doing that.” She came back with “well, are they liking it? Is it helping them?” Well no they’re not and no it’s not.

So I was totally called out on this, on myself so there are almost fifteen thousand of you on my Facebook business page. I have over a hundred thousand of you in my audience itself and I have tens of thousands of you; I’m not going to say numbers in my email community.

And am I doing a good job of teaching you and helping you and giving you value and inspiring you and educating you? I wasn’t. I was called out on this. So that’s my goal, that is my total goal, to make sure that you are getting that value.

What Are You Doing As An Agent To Give Value?

So what are you doing as an agent to give value? You can totally take what I’m doing and duplicate it but for your market, for your people. Make it work for your life, your schedule, your business, your personality but again, just to let you know, the truth is that the conversion of the leads that you are getting, if you think that they are junk, if you think that they are not quality, that’s a lie you are telling yourself.

They are not junk. They are real. They are quality. You just have not done the job that you need to do to convert them, to bring them over into being ready, willing and able right now.

That’s the truth. Harsh truth but that’s the truth.

And it’s interesting. I’m at this conference. I am really impressed with the people at this conference doing something like this in Coeur D’Alene. It’s pretty much amazing. There’s only like five places that there’s a social media week going on and one is, like…they’re in another countries right now and this one happens to be in Coeur d’Alene. It’s pretty cool to have this here!

There have been some pretty cool people that have come in, a few people that I know, a few people that I’m newly exposed to, a few people that I’m like “what the heck are you teaching, and why?”

First of all, they don’t know the new rules from Facebook. There was one and I was like “ohhh and that just happened this week and you are not even teaching it. Oh not a good thing,” or people that don’t really understand.

There are a couple that are just teachers. They’re not do-ers. So they are teachers and they haven’t actually learned from experience and they aren’t actually teaching from a place of experience they’re teaching from a place of teaching.

I don’t know if that makes sense, there’s that whole mesh but I’m really impressed overall with the conference itself and I’m really excited that we have this here because Coeur d’Alene is pretty phenomenal. We have some some pretty phenomenal people here. It’s just a really kind of an awesome place.

So, I just keep seeing people asking for the perfect ad, all industries, people asking what to do. I have seen a couple of people mention the customer journey. I talk about that with you a lot. I have seen a couple of people mention the different stages. They didn’t say the word “customer journey” but it’s the same thing, different stages that people are in and when to run ads and how to bring them through the stages. That’s the customer journey.

There are all kinds of different elements going on here today and so it’s been kind of cool, yesterday, today and tomorrow to be here with this. But the big thing, this is why today was so unorthodox and why today I didn’t actually have a bullet point and why it’s not a fancy title and why I’m telling you the topic today and the fact that I basically told you the reason you’re not converting your leads is your fault and nobody else’s. This video is not going to be pushed out as well. It’s just not because a lot of you don’t want to hear this.

I get it. I don’t want to either and I have to speak it and I’ve been convicted of it.

So you are seeing a shift, you are seeing a shift from me in everything. If you are a member inside our membership you are seeing my next metamorphosis I guess, a shift inside with just like “let’s get through this, let’s get you trained, let’s get you moving.”

You are seeing a shift if you are not a member, in what I’m teaching you, what I’m giving you, how I’m approaching you, how I’m helping you because I’m trying to pull your actual questions and answer them for you.

If you are in my email community, you are seeing seeing a shift in that. It’s all about helping and letting you know where your next steps will be.

If you are in our Facebook for real estate agents group, you are seeing a shift in that. It’s all about helping you get to the next level but helping you trust me and helping you get to know me and know what I have to say and what I teach and whether it holds true or not. Do I do what I say I am doing? Do I do what I am teaching you to do?

I realize that I’m on an international scale vs a local scale but the overlying strategy, the overarching strategy is absolutely the same.

You serve, you answer questions, you help solve problems in order to build your audience and then your audience you take and you nurture the heck out of it.

You solve problems. You answer questions, etc. Then you get them to opt-in to your email community and with your email community you give a little bit more and they get to know you and the over time you let them know the behind the scenes.

Share Pieces Of You With Your Audience

You have them follow you on Instagram so they can see your crazy Instastories and know that you are a real person that has adopted four kids, who has had thirteen cats over the last twenty years and six dogs over the last twenty years. We have have nineteen animals over the last twenty years but you get to know these things and no we don’t have then all right now. We tend to adopt them older and they die and we adopted all four of our boys and we traveled for a year and a half in our RV. What we do, how I work, all this kind of stuff.

I know when I watch people, I get new ideas from them. My best friend mentioned something to me. She goes “you know, you’re such an inspiration.” And I said “why?” And she was like “well honestly,” she and I have traveled a couple of times to a couple of events together and we shared a hotel room. I don’t share hotel rooms with anyone other than my husband but she’s my best friend, so absolutely, I will share a hotel room with her when we’re traveling but here’s the thing.

She said and it was such a little thing and I was like “I should probably do more behind the scenes!” She said “you know what’s really neat is when we go and we check into a hotel room, you like immediately unpack and move in. You put your stuff in drawers, you move away and everything” and I’m like “yeah, I just do that because I want to be less chaos, I want to be comfortable in my space” and I only carry a carry-on even when I’m gone. Even when I did the ten days in three states last year or the year before. I still only took a carry-on, that’s all I take.

But she said “that inspired me” and I said “why did it inspire you?” And she said “ because it made me look at something that I’m doing or not doing and look at it and evaluate it and go ‘would doing that release stress in my life? Would it help me feel more settled? Would it this, would it that?’” And I’m like “oh okay” and she says “you need to share your behind the scenes more.” So I was like “okay, I’ll share my behind the scenes more.” So I will, absolutely because I realize and it’s such a big, fat “duh.”

I realize that I look at other people and I go “oh, do they do that? Oh that’s a really good idea” or “oh, they organize like that? That’s a really good idea or they prep themselves like that? Oh I like that.” And I’ve even gone “Oh, they do that? I wouldn’t do that or I’ve done that. I didn’t like that.” And I like watching that.

So are you sharing those pieces of you? Are you? Are you sharing that out with the world, with your audience specifically?

See that’s the thing. We can dread lead generation. We can dread cold calling if we have something that we are giving of value and we know that we are calling to give them value, that’s first and foremost in our mind.

Also, the other benefit is that we stay “top of mind.” I hate that phrase but we do. We stay in their thing and that we are going to get people who are going to say “yeah, I want to use your services or yes I want to do that.”

When we shift it and not just shift our focus but shift our doing, when we shift it to that, it changes everything. It changes whether we like this business or not. It changes our results from this business. It takes time but it changes everything.

So if you feel like this is a tough one but it needs to be put out there share it. I challenge the few of you that are watching this who actually got to this point, share this video. And let’s see what happens with this. That’s all.

It might be your fault or your inaction that is not converting the leads but you can change it and I hope I give you some ideas on how to change that in today’s video.

Featured Download

The Facebook Page Setup Checklist – specifically for real estate agents – get your Facebook page setup to capture real estate leads.

by Christina Ethridge Leave a Comment

The perfect Facebook video ad strategy to grow your real estate business quickly!

Featured Download: The Facebook Page Setup Checklist – specifically for real estate agents – get your Facebook page setup to capture real estate leads.

Are you frustrated with your Facebook ads? Are you frustrated that costs keep rising, that you can’t quite figure out the perfect ad or ad strategy so that you can keep using it and grow your business?

Well today I’m going to talk to you about and share with you the perfect Facebook video ad strategy to grow your real estate business quickly.

This is the exact ad strategy I am currently using and it is part four of this four-part business growth system in a box series that I’m giving you. It’s the exact strategy that I’m using and I’m growing from it, that I’m growing the ad strategy from it but I’m also growing a business. Our list is growing, our engagement is growing, everything is working beautifully.

It’s coming along like a beautiful machine. And I’m going to walk you through how to leverage content you’ve already made, things you’ve already done in parts one, two and three. I’m going to walk you through those so you can now leverage them in ads.. Now you can put some money behind something that works, that you know is going to help you grow.

I do not have a giveaway today but I would love it, love it, love it if you would do me the honor of commenting here.

Here’s my question for you and please, if you are kind of a lurker or just a watcher, I would really, really would love it if you would comment and share with me your number one struggle when it comes to your real estate business. Not just Facebook, but your real estate business in general.

We are all struggling in some way and I would love it if you would share that with me because I want to help you, and I’m here everyday at 10 am Pacific to help you. So please comment and let me know!

It could be short and easy. It can be long and drawn out. I love your comments and what you are telling me that you need help on. Please do that for me. I’m giving you all this information, answering all your questions. I just want to hear what I can help you with, what I can do to make it even better for you, okay?

So today is part four of the four part series that I have been doing all of this week.

Part One

The first part was gather, gather your data, set up your format, get yourself batched and ready to go for your lead generation.

The power in batching is insane. It makes it so much easier to keep doing things and the reason that I am able to even come here today when I know I can’t be here live at 10 am with you, so I’m here at 6 am with you recording this. I know I can’t be there but guess what?

The content…..I already had the content written out. I already had the questions that you’ve asked so far. I already had it planned and outlined so that I could come right to you and answer your questions.

You need to do that for your own business, for your own people, for your own tribe. That was part one.

Part Two

Part two is create the outlines, create the content so do your outlines in batches, do a whole bunch all at once. Once or twice a month I literally go through all of the questions and I just power outline things, boom, boom, boom, boom.

And, here’s the best part. As you are delivering stuff like I’ve been doing all the 10am live show with you, when you ask questions in the comments, you’re actually, you’re asking me questions and we are having conversations and you are triggering ideas.

It’s like “Oh! I could do that one for you,” or “I could do this one for you,” or “I can help you with this, I can show you what I do with to see if I can help you.”

We are all different. We all have different routines. We have different ways we like to do things, however, if we are not doing the things that are actually going to move us forward it doesn’t matter what things we are doing. We are just doing things.

So we need to make sure that what we are doing is focused so make sure you are creating your content and you have it all ready. Prep yourself up for success. I call it “setting up your environment.” That includes your office but I’m talking about setting yourself up so that there’s really nothing left to do except deliver your content, deliver the answers, help the people.

Part Three

Number three is the repurpose strategy which I talked with you about yesterday. Repurpose with a purpose and a plan for future growth and I walked you through all of that. If you have not seen this video, just pop over and watch all these videos right on the page and I give away all my outlines, all my checklists, etc, that I’ve been using.

Today, today is expand. We are going to expand with a strategy. We are going to put money behind what we’ve been doing but we’re going to do it with forethought and we are going to do it with a very specific, focused strategy, okay?

This is about your Facebook ad strategy. You can expand this. Currently I have not for our business but you can expand it. You can expand it to a Youtube ad strategy. You can expand it to a Google ad strategy. You can get all those layers in but start with one thing and move out, build layers onto your business. Start with one focus.

When you have mastered it and it’s going and you can outsource as much of that as possible and go to the next one, then the next one and the next one.

Do not try to do it all at once!

That is where you fail.That is why you are all overwhelmed. That’s why you’re just like “bah! What do I do? There’s this new CRM and there’s this vendor doing this and this new top producer says I got to do open houses and I hate open houses but I gotta do them!”

That is why you are so overwhelmed because you are not focused on your thing that you know you are building out.

It’s really, it’s really easy to focus and grow your business when you know your path, when you know it. And I think that’s what why a lot of you aren’t sure what’s next. You not sure or you don’t like what’s next. There’s that too. We can talk about that later.

Part Four

Alright, so today we are going to dive into step four which is your Facebook ad strategy, specifically for these videos.

There are two goals that you have with your ad strategy and remember, I want you to comment right here and tell me what your number one struggle is, whether it’s your struggle with this, what I’m talking about, if you need clarity on anything I’m talking about or it’s something else related to your real estate business. I can help you. I want to help you, okay?

So, two goals with your ad strategy- goal number one, You have to remember that your goal with this strategy is not “put the ad out, get a phone call.”

There’s too many steps in between there. You can’t just stick an ad out there and expect a phone call. Well, you could but it would be very, very few but if you want to be able to grab people, kind of net people into your circle and then nurture them so you get more phone calls, so you get “come list me” calls, not this whole blather about “you got to get to the lead in the first thirty seconds because if you don’t, you lose a hundred,” whatever those stats are.

I hate those stats. You want to know why I hate them? Because they are ridiculous. They are unrealistic. We have a life to live. We want to be something besides used car salesmen, right?

So I’m going to show you how to bring people into your community and not have to respond to them in the first thirty seconds but you’re going to build a relationship with them and so when they do call, they will call you with intention, they will call you with purpose and they will call you and say “come list my house.”

I call those “come list me” calls. That is how we ran our business. That is how we were able to close on over four thousand transactions in less than eighteen years.

There is a reason why I teach this because you don’t have to be a used car salesman You do not have to be controlled by your lead generation. You can control it.

Get Cold Traffic

Alright, so, two goals. The first goal is to get cold traffic – people you do not know who have had no contact with you. You want to get them to watch at least some of your video.

That’s the first goal.

That’s it. It’s super, super easy and not three seconds, not just pop up in their feed but you want them to actually stop the scroll and watch ten seconds, twenty-five seconds, ten percent, twenty-five percent of your video.

You want them to at least start watching. My goal is always ten percent initially. That’s always my goal but you want to get cold traffic to watch your videos, at least some of your videos.

Why? Because you want them in your video view audience. So your first goal is to get cold traffic into your video view audience. Yeah, on Facebook.

Get Warm Traffic

Goal number two. So goal number one is cold traffic, goal number two with these Facebook video ads strategy is to get your warm traffic, people who have visited your website, who has been on your email list, people who are page likes, people who have engaged in your page and have watched any one of your videos. You want to get that warm traffic to go deeper with your videos.

So you have two audiences here, you have cold traffic and you have warm traffic. The first one is just to get them into your video view audience. The second one is to get them to go deeper. Two audiences, alright?

Here’s the actual layout of the strategy, okay? You know as I’m doing this video, as I’m realizing this, if you comment here, anyone who comments here, what I will do is come back here this afternoon or tomorrow and actually reply with a link for you to get these notes, okay, so you will be able to do that.

So comment here and I’ll reply with the link for you to come back and get those notes because I will put them into a document for you. Because I realized it’s, it’s not complicated, but it’s going to be busy, okay?

Caption Your Videos

Number one…you have your full videos remember from yesterday, I talked about full videos and I talked about snippets so you have your full videos so the very first thing that you want to do with your full videos, you want to caption the replay. You need to get it in captions.

Now, I haven’t been very good about that s but the last couple of days that’s been on our “yes, we’re doing this, yes, we’re doing this, yes, we’re just doing it.”

We weren’t doing it before but now we are. Caption the replay because some astronomical percent more people watch it when it’s captioned because they don’t watch it with sound on than who watch it with sound on.

So caption your replay is number one. Facebook does it automatically for you. If you are doing this as an ad, Facebook will do it automatically for you. You can run through and check the captioning and go for it or you can use your transcription which might take a couple of days to do or you could pop it over to YouTube and have it transcribed. There’s all kinds of different ways you could do it for free but Facebook will caption the replay for yo so caption the replay.

Run Full Videos To Warm Traffic

Number two step on your full videos. You want to run your full videos to warm traffic, okay, for a dollar a day and I just basically run it to warm traffic and then I just exclude anybody who’s seen at least twenty-five percent of that specific video, okay?

This is because I don’t want them to have to watch that same video again. Nothing more frustrating than getting the same thing in your feed all the time, thank you Facebook algorithm but you don’t want to do that.

So here’s the thing. If you do not have warm traffic right now so that the exception to the full videos is, if you do not have warm traffic, if you don’t have a lot of page likes, if you don’t have website visitors yet that you pixeled, if you don’t have an email list yet, if you don’t have video view audiences yet, you don’t have any page engagement audience, then go ahead and run this to cold traffic.

I have done this, absolutely, and I still do it with some of my videos so just a dollar a day, super cheap, right? Super simple, just kind of start getting it out there, a dollar a day. Don’t exclude anybody except Realtors on this one so just a dollar a day, super easy.

Check Your Results

After you get fifty results in your ad, from your ad, so after you get fifty results, Facebook’s like “okay, your learning period is over, we’ve adjusted, we know where this is going in the algorithm, we know how much this is going to cost.”

After you’ve gotten your fifty results and you have several Facebook ads running you just close out the lowest performing ones and not only that you use those as guides to go “Okay, people want more of this” or “I did a better job writing that headline” but you use those as guides.

Caption the replay, run it to warm traffic, people who have seen less than twenty-five percent of that video but they are warm traffic. Remember that.

So a dollar a day and then, if you don’t have warm traffic, run it to cold traffic at a dollar a day. So remember that’s cold traffic. Just exclude Realtors. That’s all.

Then after fifty results compare it to your other videos that you are running for the same thing, for the same audiences and turn off the lowest performing one, the highest cost. Turn off the highest cost one but only after you’ve gotten fifty results.

You cannot compare to anything else until you’ve had the fifty results. Facebook wants to see fifty results in seven days to give a good feel for what it’s going to take cost wise and what your returns are going to be in the algorithm. So that’s the full videos, alright?

Video Snippets

The next piece are the video snippets. The video snippets are a little bit different. You want to caption them, These are an absolute must caption, must caption these video snippets. Then your primary goal with your video snippets is to run these to cold traffic for a dollar a day and exclude your page likes so they don’t actually see this, okay, in this audience.

Now these video snippets are less than sixty seconds. Remember, I talked about them yesterday. They are less than sixty seconds so that you are going to have people who actually watch because they are so short. They are going to watch higher percentages of them and that is your goal. That is your goal. So these are all going out to your cold traffic.

Your Goal Is To Get Video Views

Now, you can do a secondary campaign to your warm traffic but honestly, the video snippets work really, really great for cold traffic capture. They’re short, they’re sweet, they’re to the point and they help you build your video view audience.

That’s your goal is just to get video views because you can run ads to those video views, okay?

After fifty results, check and compare. I have several short videos that I’m running that I pretty much run all the time and like I’ve never even had to turn a couple of these off. One of them just did not perform as well and I think it was maybe the title that I used etc. and I’ll be revamping that one but here’s the thing, you want to compare and look and see – is it the title, or is it the content?

Most of the time for you it’s going to be the title because most of you have not worked on copywriting and you don’t understand that piece.

So, again, if you comment here, I will give you the link to these notes later today or tomorrow, but also, I will give you a link to this, it’s called a headline analyzer that I use. It’s amazing and it helps and when I use it and I really get the rankings up on the headlines you click through and come and watch and listen. So, it works, okay?

Respond To Comments Daily

Also, on both of these ads, all of these ads, every single one of them, you must go in and respond to comments daily. You must go in and respond to comments daily.

So you need to set yourself up. I would literally just plug these ads into a bookmark, not have to go through all of my Facebook ads manager to find the ads. I would plug them into a bookmark because Facebook’s not going to notify you every single time someone comments on them. I don’t care what notifications you have turned on. They don’t do it. It’s very frustrating but they don’t.

Bookmark it and then just open that bookmark. Every morning you open the bookmark, go through and respond to all the ads. Make sure no Realtors are doing the sleazy scammy, salesy thing and popping their own information in there, stupid, I don’t even know why they do that but I’m like “hello! Who would ever want to do business with you if you do that.” You have had that happen. I know you have. You just delete them and ban them.

But you go through and respond to all the other comments. Respond, respond, respond, click like and reply, etc. You must respond to your comments daily on these ads.

Must, must, must, okay?

Once you get a lot of ads going, it seems overwhelming. That’s why I say use the bookmark option.

Remember, I don’t have a giveaway right at this moment but I will put all of these into a note for you. I will also give you the link to the headline analyzer if you comment here. Just let me know you want these!

I’m going to put this all into a document for you with the link to the analyzer that I use for headlines, all of this laid out.

You will get it if you comment here because I’m going to just hit reply and let you know that it’s there.

Let’s Recap This

So let’s recap this. You have one goal basically and one goal only and that is to get video views. You want video views because you can run ads to these videos views. So your goal is video views but goal number one is to get cold traffic to watch your videos.

Goal number two is to get warm traffic to go deeper with you through your video. Okay, so we have both the capture into the video view audience and then we have the nurture so we have both of those things remember, capture and nurture.

You are going to work on your audience and nurture your audience and you are also going to capture your audience, Yeah create an audience okay so remember that’s two goals but they’re all video views.

And remember the full videos. The full videos and video snippets; always caption the replay. Always, always, always caption it. Super easy like I said.

Facebook does it for your for free and for your full videos, run them to warm traffic. If you do not have warm traffic yet then run them to cold traffic. That’s okay.

After fifty results compare your ads to see which ones are performing the best and which one’s just suck and get rid of the ones that suck but figure out why the suck.

Is it the topic?

Is it the headline?

Most of us always assume that “oh, nobody is interested in this” or whatever- most of the time it’s the headline, most of the time that we can’t get people in and secondly, it might be, you might be boring on camera. I mean I’m always like “am I boring on camera?” Probably for some of you I’m boring but for others of you who desire the information, you’re my ideal client. You’re my ideal person that I can help, that wants to be helped. Awesome, that’s what I’m looking for!

So you kind of can see there’s a lot. We’ll do another video on that, on how to determine which one is which.

For the video snippets, those go to cold traffic. Remember, everything’s a dollar a day. You can pump this up but you need to be running multiple videos. You’re going to be doing multiple videos over time. I’ve got ten videos running, something like that. I usually have ten to thirty running at any given time. That’s a dollar a day for each video so anywhere from ten to thirty dollars just for those video ads. Not including my opt-in ads, not including my other stuff, okay? So that’s what those are.

You want to make sure that you are running these. These are amazing.

When you do this, it actually reduces your cost for your opt-ins. So then what you do, you run an opt-in ad to your warm audience. That’s an extra little bonus for you.

That’s what I do. I learned that from some of the best. It’s amazing how inexpensive my cost is because video views are very inexpensive. It builds a nice, warm audience. The warm audience responds especially when you’ve been nurturing them with more value. They want what you have to give, absolutely.

What Was Most Useful For You?

So, as always, I would love it if you would do me a favor.

Here’s what I need to know- I need to know what was most useful for you today. What do you need me to go deeper on? What was most useful for you, like what did you get out of and go “oh, oh, I could do that. That’s great” or “I’m not doing that! Why aren’t I doing that” I would love to know those pieces, okay? But I also want to know, what I should go deeper on?

I know some of you are going to say “I want to know exactly the video checklist” and I will actually give you it to you, again, if you comment here. I will do the checklist.

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The Facebook Page Setup Checklist – specifically for real estate agents – get your Facebook page setup to capture real estate leads.

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