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by Christina Ethridge Leave a Comment

STOP doing these 5 things on your Facebook page that are killing your real estate return on investment!!


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


Did you know that there are 5 things that you’re doing on your Facebook business page that’s actually killing your real estate return on investment?

In other words these 5 things that you’re doing on your page, they’re pretty much killing your page. They’re killing your ability as a real estate agent to bring in leads using your Facebook business page.

I am going to walk you through all 5 of those, today but first who am I?

I am Christina Ethridge with Leads and Leverage and I help real estate agents create more time, make more money and enjoy the journey, because what else is life about but enjoying it.

We need to enjoy each moment even through the drudgery of lead generation. Now there is fun generation. There is boring generation but you know we got to be able to enjoy everything that’s going on. You guys are awesome!

Remember if you want what I give away today I am going to go through the 5 things and I actually have a checklist for you. It’s not literally a checklist but it’s sorta a checklist and if you comment here I’ll send it to you via messenger. Well RIBBIT our messenger bot will send it to you via messenger so it won’t actually be me sending it to you but be that what it may.

Welcome to today’s episode of the RIBBIT show and as you know every time I go live, I love answering your questions, helping you solve problems, moving you to the next step and today is no different.

Let me know any questions that you have whether it’s regarding today’s show or if it’s regarding real estate in general. Let me know and I will answer them. I’ll do them in future live episodes. Please keep asking the questions. I love it!  

Today I want to talk about the 5 things you’re doing on your business page and on your Facebook business page specifically.

Here’s the thing. I watch agents do this over and over and over again and actually it’s not just, it’s not just our Facebook business pages. We get a little weird when it come to everything that we do advertising and marketing. I don’t know, it’s like we flip a switch and we become. . . it’s weird.

Let me as we go through each of these 5 things explain what I mean, okay?

The 5 things you’re doing on your Facebook business page that is killing your real estate return on investment.

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Stop Obsessing Over Your Analytics and Insights

Number one and these are not in order from the greatest and the worst.

These are just 5 things, okay?

You all are obsessing over your analytics and your insights. You get your page setup and you’re like “Why don’t I have any page likes?” Or you get your page setup and you’re like “Why did people hide my post?” “Why did people unlike my page?” “Why aren’t people following it?” “Why are people following it?” “What are people on? Like you are obsessing over the analytics.

Here’s the deal, You can look at the analytics and the insights for ideas like if you have something that just becomes a run-away hit and you’re like “Well okay, apparently people like this. I need to do more of this!”

If you have something that is a very, very obvious flop now I’m talking posts here then you go “Okay, I will do less of that because people don’t like that” but you’ve got to stop obsessing over the number of people who unlike or hide a post or even looking at the analytics on individual posts.

You really need to stop. You don’t want to get lost in the weeds. This is where you don’t need to waste your time on Facebook.

I realize there is a lot of people out there telling you “Go look and see when your people are online and do that!” and I am like “you know what? Just get your butt online and do stuff” like literally stop worrying about when people are online. Don’t worry about when they’re online.

If you’re able to do a post right when you’re able to do a post do it because here is what happens when we look at those analytics and we over analyze them exactly like the concept of answer that lead in first 3 minutes or you won’t get it if we don’t do what the standard that is set up there, we end up not doing anything at all so stop obsessing over your analytics and just start doing!

Get stuff out there! Use your analytics, your insights on posts for guidance of what more to put out but do not use them as “Oh my gosh people this person hid me or I got one less follower!” Don’t worry about that. Don’t worry about that. Just use it as a broad guide as to what to post and as much as it works for you, cater your posting times to when people are online but that’s it.

If it’s becoming to obsessive for you just schedule the stuff. Just get it out there so you’re consistently doing it. Consistency is way more important, way more important. Consistency over the long haul is way more important than making sure you get the right post at the right time to the right people. Like seriously, okay?

Again, if you want all 5 of these comment here. Just say Hi! I love it when you say Hi. Say where you’re watching from. That is also cool too. I like seeing where you’re all watching from. Comment here and if you check messenger and I’ll send you all 5 of these.

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Stop Barfing Up Sales Posts All Day Long

Alright, number two and I am going to use a phrase. I love this phrase because it’s from my friend Jennifer Allwood and I just like how she does this.

She says…she uses the word barf. “Stop barfing up sales posts all day long. Stop barfing them out on your page.”Right?  

So stop auto-posting your listings. Stop doing that! Your sales to value posting ratio meaning every time you do a sales a pitch whether it’s from a listing or an open house or I am so awesome I’m working with buyers, whenever with any of those sales post, okay?

Your ratio should be one of those to a MINIMUM, a MINIMUM of 15 other value posts. That means 1 out of 15 posts should be a listing or an open house or a sales pitch.

So you’re like, “Okay, what do I put on my other 15 posts?” Well most of you just go and get canned crap from vendors or you just throw stuff up because you know I need 15, I need that ratio 1 out of 15.

Again with the analytics you should be putting out 4-6 posts every single day. 

You need to be putting out value not just noise. You need to stop auto posting your listings. You need to stop auto posting your humble brags or just posting your humble brags and you need to have one brag, one listing, one open house per 15…not FIVE or TEN but FIFTEEN value post.

So stop barfing up sales posts all day long, okay?

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Stop Trying To Find Someone Else To Do Facebook For You

Number three, number three, numero three. Again if you want all of these, you want the whole list just say “Hi” below, comment below, let me know where you are watching from.

You need to stop trying to find someone else to do this Facebook thing for me. I don’t care how big a business you think you have you need to stop it.

Seriously your Facebook page is YOU. It’s a virtual extension of YOU.  

Would you host a party or a client appreciation event and then not show up? Have a VA represent you?  Tell the VA what to say or maybe just have them represent you? Or would you have a vendor come in and just barf up crap, canned crap for you?

Well if you wouldn’t do that in person why the heck are you be doing it on Facebook because you have this mentality that it’s just another “throw my ads out crap space.” Well here is some news for you. All that money y’all are spending on ads and banners and everything, like everywhere they don’t work because that’s what you think about them.

That’s how you think of them. You think that suddenly you’ve got to be this I don’t know, someone else has to do it for me. You have no voice in it. It’s not you. Your ads, your page, your everything, they are visual extensions of you.

If you aren’t saying it, if you don’t feel natural saying what’s on that page or in those ads, nobody cares about reading it. Nobody likes it. You have to stop living under the delusion that your page is just an ad and someone else can handle it for you. It’s not. It’s you.

There’s a lot if things that you can outsource when it comes to your online marketing, your website, your page, etc. but the voice, in other words the person, the sound, the way people build a relationship, that’s you and you can’t outsource that. You can’t! It’s just not going to work.

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Stop Trying To Get Page Likes By Running Contests

Number four is stop trying to get page likes by running contests  Alright, here’s the thing. You gotta stop. I see so many people running contests for example I am going to run a contest for a free meal. I am going to to do this. I’ve got lots of page likes and lots of this and that. You want to attract targeted page likes, people who live and work and engage in your community.

You do not want to bring people in that are outside of your community so you don’t want to be running these kind of contests for this, okay? You do not want to beg for untargeted page likes from people who just want a freebie, like literally they just want a freebie. They are not interested.

Contests are about the worst thing you could do to run to get page likes, seriously.

They are the worst ones you can do.

They are basically when people are entering contests, sweepstakes, etc…..I remember when it was I think Keller Williams that had this sweepstakes thing. I can’t remember who it was or maybe it was Back At You Media or Real Estate Agent Directory or whatever it was, it was some sort of sweepstakes thing that people got money or something in general and they were using it and this was several years ago.

They were using it to get people to like their page and I’m like what good does it help you if you’re in Coeur d’Alene, Idaho, that’s me and someone from Katy,Texas likes my page when they’re literally not interested. They’re only doing it to enter the contest. What good does it do you? Well it doesn’t do you any good.

In fact it’s a negative. It’s detrimental so stop using contests and getting coupon cutters and untargeted page likes, Just stop it. You want real, you want engaged. You should not be doing that. Contests are meant for something different.

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Stop Trying To Act, Like Or Think That You Need To Act Like Someone Else

Number five….this one’s a hard one and I think that people do this both purposely and unconsciously. You need to stop trying to act, like or think that you need to act like someone else.

We get so scared to show people who we are and be who we are like literally we think “Oh I can’t wear a T-shirt on camera because I am talking to real estate agents.” Now I don’t think that but I know people who do and I’m like “Dude, I don’t care. This is my business. This is me. This is who I am naturally and this empowers me. ME.

If you are someone who would never be caught dead in a T-shirt and you see someone else having success doing it and you try and be that you are going to fail because it’s not you. It’s not who you are comfortable being.

You need be who you are so for me to show up in a suit I’m going to be stiff and I used to wear suits. That’s not me. That’s not my personality. That’s not my lifestyle. That is not what I am trying to teach you that you can do. That’s not part of enjoying life for me anymore so I wouldn’t show up like that.

That is number one…that’s the “look like” but I am also talking about the sound bite. If I am watching somebody that I really like and know and love and all of her sudden her online presences has changed and I’m like this is not her. This is not her. It’s not coming across as her and I’m feeling a little uncomfortable watching her because I have seen her in so many other things and I wonder what she is doing and she’s trying to be… she’s trying to be something that she’s not and I don’t mean that in a bad way. What I mean is she feels as though she needs to do this to get her business wherever she wants to get it.

You need to be YOU.

If you’re going to be on camera, yes, you have to have a little bit more energy on camera than you would in person. You have to. Just like the camera adds 10 pounds or 50 pounds let’s pretend the camera adds 100 pounds on, ya know. The camera adds weight. It also sucks energy. It sucks energy so you have to be more energetic when talking. If you were literally sitting right here with me I wouldn’t be in your face one on one.

Here’s the thing so I do have a little more energy but this is still me. I still mess up my words. I’m still wearing my clothes. I’m still this how I am. This is how I act if I’m on stage. This is what I do etc.

You are YOU. You are you. You are your brand. You are your USP, your Unique Selling Proposition, You are your value.

Literally, you as a real estate agent. YOU ARE THE PRODUCT. It is not the house. You are. You need to be YOU. If you want people to get to know, like and trust you, they have to see you.

They have to see who you are. They don’t need to know every single time… I am going to get silly here….they don’t have to know every single time you fart. You know when you date, when you date people you tend to hide some of those things that might be more embarrassing but after you get married all bets are off, right? You could be somewhere in between. It’s always somewhere in between so you have to remember that it’s all about you.

You are the brand, You’re the value. You’re the unique selling proposition. If you try to be, act, duplicate or parrot someone else you’re basically saying that you’re brandless, that you’re one of the masses and you are not valuable and you’re not worth spending time with. That’s what you’re saying when you’re not you so if you stop thinking of everything as I have to put this certain image out there, I’ve got to put this whatever out there, and just start being you that is where people connect with you.

Why do you think people like Vin Diesel and The Rock….I am trying to think of who else that is really big, the celebrities who are out there that are actually just themselves and revealing all this stuff about themselves and they engage with people as themself and people see everything as much as their willing to show of course. Why do you think they are so much more popular than some of these other celebrities that are just as big a celebrity as they are who are on social media?  

It’s because those other celebrities have outsourced it. They’re not the voice. They’re literally using it like a billboard which is why it’s not working for them. This is why people – like in – okay let me just say this. In the performing arts industry on stage, one of the part of your audition, part of your audition for a show is how involved in social media are you?

Do you promote the shows? Do you share? Do you help get butts in the seats? Yeah, that is totally part of auditions for performing arts. So my point is, they want people who are relating with people. Same thing with real estate. People want to work with people who are relating with you. That’s the whole point of this whole thing.

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Let’s Recap The 5 Things

Let me go back through these 5 things
Number One: Stop obsessing over your analytics. I went into detail on that.
Number Two :Stop barfing up sales post all day long or even every single day. Seriously.
Number Three: Stop trying to find someone else to do this Facebook thing for you.
Number Four: Stop trying to get page likes by running contests.
And Number Five: Stop trying to act or think you need to act like someone else.
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Which One Of These Five Things Is Hardest For You To Change?

Now here’s what I want to know. I always want to know what was most useful for you? But actually what I want to know is what of these 5 things which one is the hardest for you? Like which one is the hardest for you to change? That is what I really want  to know so what was most useful for you but more importantly, which one is the one that you feel like it’s the hardest for you to overcome or change that mindset or do? Which one of those 5?

That would be awesome if you would let me know here because I would like to go deeper on some of these.

Sally says, The most useful was not worrying about analytics.

I know. I know. They’re like guidelines. We shouldn’t get lost in the weeds of them and a lot of people do get lost in the weeds of them and a lot of “gurus” say go look at your analytics and do this and I’m like dude just get your crap online, like literally just get YOU, your attitude, your energy, your everything, get yourself out there and use those for guidelines.

I am going to dive a tiny bit on this. This whole month that I have been doing all of these RIBBIT shows every week day, I’m going to go through and look at the ones I’ve done. I’m going to look at the ones you guys attended the most. Did I promote those better or was it the topic?

I need to look at that because I need to know moving forward what you want to see more of. I know you tell me but at the same time your actions often show me something different than what you tell me. Isn’t that interesting?

I am just going to use the analytics over the course of the month to see which topics were most important to you, by who showed up in general and the questions you asked in general and the engagement that you did.

I am going to be looking at that because that is going to help me shape my content. Do I need to go deeper on something? Do I need to do more? That’s what I’m going to use my analytics for.

I am not going to go on there and go “Oh how many shares did I get on this?” Because the shares in and of themselves won’t help me. It’s overall who came or how many people came, how engaged were you, etc.

I am also going to look at it over time. What days of the week are you preferring because I can’t keep up doing these lives 5 days a week like forever but I can keep it up on the days that you tend to want to be here. I am going to look and see over time which days of the week do you prefer.

All of this stuff is going to help. That’s what I am using analytics for but I have to use it over time so you can’t just go look at your page of 100 page likes or 500 page likes and go “Oh everybody is online here.” Well yes and no, not really and that’s not when you just should post your post. You need to post all the time so all of that just to give you a little insight.

Inside Leads and Leverage, inside our member site for September we did a video challenge. In August we did a photo challenge where we batched everything. We had everybody go take a ton of photos. I gave them all ideas and everyone went around and batched a whole bunch of photos so they have a years worth of photos for their page, for content, right?

We learned how to do this so that we’re not overwhelmed with stuff especially when it comes spring again and it gets busier, etc.

Thank you so much and again if you want today’s steps, comment here and talk to RIBBIT via Messenger.

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Featured Download

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


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Filed Under: Facebook Tagged With: Done, facebook lead generation

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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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Featured Download

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


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Filed Under: Lead Generation Tagged With: Done, facebook lead generation

by Christina Ethridge Leave a Comment

Do you use these 6 foolproof ways to capture real estate leads from Facebook? Don’t miss your chance to find out what they are today and start raking in the leads!

we’re building a list of people who

I’m spilling the 6 easiest and best ways right now – and giving you a ton of resources… FREE

Do you turn “likes” and “comments” into leads?  How do you run the right ads that actually get you leads? Today I am going to walk you through the 6 foolproof ways.

I mean they are easy, foolproof ways to capture real estate leads from Facebook. Are you ready?

Today I am doing the Vault, number three. I have actually walked you guys through number 1 and number 2.

It is a 5 part video series and today is the number 3 part. So we did strategy, we did audience and today we’re going to learn how to build our list. We’re going to walk through the 6  foolproof ways to capture real estate leads from Facebook.

If you’re here with me now I have a boat-load of resources to share with you. If you’re watching this in replay, again I have a boat-load of resources for you.

If you want the resources, all you have to do is type in SEND ME THE RESOURCES right in the comments of this video

I cannot believe it is the last Saturday of July. It was just dawning on me this week that “Oh my goodness, summer is almost over!” because in our area it just began, like really began. The hot weather began about two and a half weeks ago. And you know I was like we’re going to see leaves changing in the next 2 – 3 weeks, and it’s going so fast!

Does it feel like everything is going fast for you guys too? Do you feel a little bit nervous? We’re still busy but we’re starting to go into that “Oh crap, it’s fall, where is my Christmas money going to come from feeling?”

I am going to walk you through 6 foolproof, they’re pretty much foolproof, there are some things you can do to mess them up, but it’s kind of hard.

I have the resources for you that I am talking about today. Everything you need, just type in the comments SEND ME THE RESOURCES in the comments of this video. RIBBIT, our Messenger bot; now he is a bot, a robot and only does what we tell him to do and he gets confused easily.

He is going to send it to you via Facebook messenger.

Once you get that, you’ll get his little message, you actually have to reply, I can’t remember if it’s “download” or the word that he uses but you actually have to respond to him to get the resources.

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Ready to learn how to build our list?

Are we ready?

So how do you turn those likes into leads?

Well honestly, like I said there are a couple of ways. You have to understand the strategy of Facebook and social media in general and the strategy is that you have to build an audience first.

Before anything else, you have to build that audience. We’ve talked about that in number 2.

You can go back and watch that video, So we have to work on building an audience, that is first and foremost. And you know, you’ve probably seen a lot of people building audiences and not doing anything else or saying I built this audience and nothing is happening. Well there are one of two reasons.

Number one, they’ve built the wrong the audience, like it’s either a fake audience or one not related to what they’re doing so when they go to engage with that audience outside of the superficial stuff, the audience doesn’t respond. So you have to build the right audience and that is in video number 2.

Today, we’re going to talk about how to get these people in our list. A lot of real agents are, I admit I was there too, gosh, a lot of real estate agents are going for the low hanging fruit.

I mean we want the transaction, like now, today right? And we forget that building a “like, know and trust” relationship actually takes a little bit of time but we still want it now, we want it today.

So what we have to be doing today is thinking about all of these layers in our business process, in the lead generation process. All of these layers including building your audiences, building your list and nurturing, that is why we’re talking about all of these.

Next week, early next week I’ll talk about how to convert these people, but one of the things we need to be doing is building our  list.

We cannot think of leads that are not ready right now as junk leads or dead leads or I didn’t get any leads. The thing is 99% of the people you contact or come into contact with face to face are not ready right now to buy a house.

They are not, are they junk leads? Do you put them in your database? I hope you do. Do you send them stuff every 2 weeks? Probably not, but I hope you do because you need to build that relationship with people.

We think of relationships as this, some of us as this energy sucking, I have to put a lot of time into this thing and the beauty of email, the beauty of Facebook, the beauty of Instagram and all of this online stuff is we can create, grow and maintain a relationship with pretty minimal effort.

So we don’t have to see them every single week, every single month, actually see them face to face, one-on-one. We can nurture them in other ways, we can give value in other ways.

So how do you get people into your list? Remember, we’re building a list of people who may be interested in buying or selling. They are locals. If they’re not locals, they want to be locals. They are people who own homes in your area or want to own homes in your area. They are people who are thinking about it.

They may not do anything for 2, 3, 4 years or they may do something in 2 weeks but remember out of  the 4,000 leads that I’ve personally generated in my 20 years of real estate exactly 1 texted us from a Craigslist ad and 13 days later we closed on a property. Exactly one.

Most of them, the bulk, were between 9 and 18 months out, which is why you have to nurture them. Which is why we’re doing that in the next video, but I had some as long as 6 years and even now, I mean I have not be in active in real estate, selling real estate in 3 years and they’re still converting leads 8, 9, years later that have come into the list and have been maintained, nurtured.

So you have to think on this in the long term. You’re going to get short term stuff but if you only, if you only look at people who get on the phone with you right now, you’re going to fail. You are totally going to fail.

This is why it drives me nuts that the “gurus” tell you when you first get into real estate to only do open houses, to only do door knocking, only do cold calling, only work with the people who are “ready, able and willing” right now. They’re idiots. They’re idiots for telling you that because you know why?

You’re going to be pounding the pavement, pulling out your hair sweating constantly, stressed, feast and famine for many years in your real estate business and 87% of you are going to be dead in the business in less than 5 years. Those are the stats so how do you make sure you are not one of those stats?

You start building your business at the beginning.  Absolutely you should be pounding the pavement, you’re starting a business – you don’t have any income, you need to start going, pounding the pavement, doing every possible thing.

But you also need to start building your list. The long term game, the term long term process – you’re building a business, not just trying to get lunch for tomorrow. So that is what we’re talking about.

So 6 ways to capture leads from Facebook, remember I am sending you the resources because there’s couple of tools in here that I am going to rely heavily on, which we rely heavily on and I am going to teach you how to find the perfect tool to make this happen for you, okay?

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The 6 ways to capture real estate leads from Facebook

Run “Just Listed” Ads

The first way is to run “Just Listed” ads. Now, there are 2 different ways you can run a “Just Listed” ad. One way is to drive people to an IDX link which requires registration.

I’m going to get into some details here about this.

You put 2-4 pictures of the listing, the best ones, you put a little bit of teaser info, just enough so they want to see more, say click here to see more. You send them to the IDX link.

You make sure that IDX link requires registration, if you are of the attitude or the mindset or whatever that you don’t require registration on your IDX, go away.

I just mean, you’re not ever going to capture leads. There are places on your IDX where you do not require registration but when you run paid traffic to a resource and they’re asking for more information, that is considered a lead magnet.

You need to have registration on that IDX before they can even see anything. Give them 2-4 photos in the Facebook ad, give them a little teaser information and say more pictures, videos, whatever you have “Click Here” and go to that resource, that IDX link, okay?

You must, must, must require registration before they can actually get to that resource. The first way you can just send them right to the IDX link.

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Do a Lead Ad

The second way you could do that is you could do a “lead” ad so all of these can be done in multiple ways. You can actually do an actual  lead ad. The first way is a “traffic” ad the second one is a “lead” ad and a “lead” ad would ask for their email first and then you set it up it so it emails them the link to the listing.

You do not want to ask for their email on a “lead” ad and drive them right to the resource. Why wouldn’t you want to do that? Because people fake email addresses. If they don’t give you a real address, they ain’t getting nothing.

You’re giving them something that they want. They need to give you something in exchange so you need to make sure you set it up that way.

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Drive Them to a Landing Page

The third way you can do it is to actually drive them to a landing page and then they put their email in there and you send them an email with the link to information on the listing. Do not require registration when they’ve already given you their email address.

Don’t do that, that’s just annoying.

So that’s 3 ways on just the “Just Listed” ad, So if you have listings you should be leveraging those. You should be running those as ads out to a pin-drop audience, multiple pin-drop audiences in your area.

Ideally, if you’re in a area where people tend to live here and they tend to move here, whether they move up or down you need to make sure if you have a listing in that area, you are targeting where people tend to move from, you need make sure of that, okay?

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Home Value Ads

The second way, the second way is, I know you’ve heard of it “Home Value” ads, but there is a caveat. Here’s the thing with “home value” ads. “Home value” ads are often done so poorly that people don’t get responses. You still have to be building, creating, not building. You’re creating a relationship with people.  

People know the drill. They know when you they what is your home worth?… blah, blah, blah, if they click the button and give you their email, they assume you’re going to, I don’t know, sell them and convince them to buy the Taj Mahal or something like out of their control.

People are weird about real agents. Weird, totally, because most of us don’t ever follow up after the first or second thing. I don’t know why most people are weird about it,

I guess because most agents don’t follow up and the few that do are sometimes so ridiculously annoying. They’re only sell, sell, sell, sell. They’re not actually giving value and helping people through the decision making process, etc.

So when you’re doing your “home value” ads, the key here, you can do it either using Leadpages like I said before or lead ads, I will give you the link and resources to all these, you can do it either way, but the key here is do not try to be all things to all people.

What do I mean?

Well, when somebody has a home to sell; one person may have a two-bedroom in a high-rise, another person may have 5-bedroom McMansion on 2-acres, another person may have a mobile home, another person may have a 3-bedroom, 2 bath track home.

Every single one of those people has a different desire or motivation to sell. Every single one.

You need to run ads that are focused on their desire or their motivation.

For example, if you want people who are “move-up buyers” and actually, that is the next ad, but if you want people who are “move-up” people and you want to sell their homes, then you need to actually say, “Hey are you running out of space?” or you need to focus on why they would move up.

It’s not just because they’re making more money. Maybe it’s because they have more toys. Maybe it’s because they have more kids, maybe because the in-laws are moving in or the parents are moving in. Maybe it’s because in my example they work from home, both spouses’ work from home and they both need great office space, maybe that’s why they want a nice big house.  

What is that, the person who is in the condo – where are they going? Are they getting married? I know you don’t know every single one, but what do they typically do? Are they getting married and want a house, move out to the suburbs? Or are they somebody who have a 2-bedroom and want to move out of the area? Are they moving into assisted living? What are they doing?

You need to run your ad, each ad so you’re going to have to run multiple ads. These are home-value ads but you have to run the ad that caters to their desire.

If you want to get seen in the news feed, if you don’t want to get scrolled past, if you want to stop that scroll you gotta stop saying “Hey, home values have gone up this much, what’s yours gone up?”

People ignore those. You need to start going “Hey, did you just get jet skies? Did you just buy an RV? Are you tired of that HOA telling you that you can’t park your RV there? Maybe you should sell and buy something else? Are you tired of all the noise that condos have? You know the neighbor noise. Are you sick of living 15 miles out because the drive is 2 hours long depending on whatever your drive is?”

You need to focus on what the desire is.

You can run a whole bunch of “home value” ads  just like “ listing” ads. You can run a whole bunch. You are not limited to who you work with, It’s just your ad needs to be very, very focused, very singularly focused on that single desire. Okay?

That’s why ads aren’t working because they’re not focused. They’re just general stuff.

Alight, Lisa said, “If we’re still building an audience should we be running ads?”

Yes, yes, you should, but different ads, we’ll talk about in a little, we’ll get to that.

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Move-up Ads

Alright the third way to capture real estate leads from Facebook is “Move-up” ads. Now I alluded to it in the home value ad but that’s a“home value” ad targeting someone who is selling to move up.

Here’s another way to target people who want to move-up. They’re called “move-up” ads so why do, instead of going for the home value “do you want to get your home value because you want to move”, go for the desires.

Maybe they need a 4-bedroom, maybe they need a home office, maybe they need more yard space so we’re talking move up buyers here. You run “move-up” buyers ads but these people, you want them to go check out what they could have.

So basically you are working on playing with their desires to change their lifestyle, their desires to maybe become a different family type or different person. Again, I can use myself as an example because that’s the one I know the best. When we we purchased our home, our current home a year ago, yes one of our desires was well guess what?

I run a company from the house. I needed a nice, big, office space. My husband is a performer. He needed a rehearsal studio. We needed space for the theater, the theaters that we are involved in for the props and for the costumes. We wanted a really big open inside home that spilled to the outside so we could entertain because Chuck does a lot of home performances here.

So we knew exactly that we needed that space and those things. Those are all desires that you can target people in ads and show them what they can get.

So for example you could think of someone who just loves the outdoors. They love to garden, they love to do whatever. Find homes that have space for them to garden and have that in there, all that kind of stuff or if they love to RV, find homes that have RV parking, that’s the list

You’re going to do exactly like I said in the first one. It’s an IDX list of properties. You can do it two ways.You can run the ads, tell people, show people a couple of little pictures, drive them to the IDX link, require registration or you could do it through Leadpages and email it to them.

Either way, that’s what you want to do. You want to spark those desires. You want to fan that flame. That’s what you want to do.

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Interest or Geographic Search List

Okay the fourth way, the fourth way to capture real estate leads from Facebook is based on their interest or a geographic search list.

So what do I mean by that?

One of our best ads was so simple, so crazy and Facebook didn’t actually have ads when we ran this on. We did it on Craigslist and it was literally, we live in a area so let me explain our area so you can understand this.

We live in an area where we have lot of lakes and lots of rivers but there’s one island, okay? One of the best ads that I ever run was “Do you want to live on an Island?”

That was the top part of the ad and it drove people to a list of the properties that were available on that little island. There was like I don’t know a hundred properties on this one island. There was usually about 4-8 houses available for sale; that very specific so that would be an interest or geographic location. You could do it by school district….”Do you want to live in school district whatever?”

I know some of you are going  “Can my IDX do that? You don’t drive people to just a generic IDX search or the ability to search. You have to set this up inside your IDX very specifically and for that I recommend IDX broker.

I have the link in the resources for you. You need to be able to drive people to the exact search that you’re talking to them about in the ad exactly. You don’t want them searching for anything else at all.

People are way too distracted, I mean guys we are worse than goldfish, we have like an 8 second or 7 second attention span and goldfish have a 8 or 9 second attention span. We can barely put food to our mouths or we forget to eat, we forget our kids at school, we’re like this is crazy guys.

So you have to make it like insanely simple for them and you have to give them exactly what they’re talking about as fast as possible like as fast as possible. So you would do interest or geographic search stuff like that. You can do it by neighborhood, by school district.

You could do it by…. I’m trying to think of different things you could do it by. You could do it by parks, if they like to swim, bike, run, iron man, if they want to be close to an area where they could just walk around or to a downtown area or sections.

All of these are different kinds of ads you can run, all of them.

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Leveraging the Lead Magnet

Alright, what’s number five?  Number five is leveraging lead magnets. Now let me explain what I mean by that.

First, what a lead magnet is. I think I alluded to it in one of the first ones of these when I talked about your IDX link on a listing can be a lead magnet. A lead magnet is typically like a checklist, template, eBook, download, infographic, something that gives somebody a valuable resource that they can tangibly use and access themselves.

Sometimes lead magnets are videos, trainings or whatever okay?  So let me just tell you right now when you comment with SEND THE RESOURCES in this link and you sign-up for RIBBIT I’m totally giving you stuff that in a sense is a lead magnet.

I am asking you to connect with me on Messenger so that I can then send this to you so that when we have video number 5, I can convert all of this and I can notify you.

That in sense is a lead magnet. I am bringing you into my list. Does this make sense?

So that’s what you want to do. Lead magnets can be all kinds of things. In fact if you are a Realtor, a member of The National Association of Realtors then you have access to some already completed lead magnets.

Some things that you can use for lead magnets…so all Realtors can access I think it’s Realtor.org and if you have your NRDS number then you can log in and they often have PDF downloads like booklets and stuff you can download and email to your prospects and your clients.

Things like “How to know if you have lead paint?” Let’s see what else… I can’t remember all of them but there is a whole bunch of resources on Realtor.org, okay?

Here’s the thing with that. You need to make sure that you find something in that resource list that  people actually want to know or you need to word it in a way that people want to know about.

If you live in an area that has a lot of older homes, a lot of historic homes then a lead paint brochure explaining what it is and what they can do to make sure it doesn’t become a problem in their listing, if they go to list or when they go to sell or with any type of financing, then that’s a great place to put it.

If you live in an are where pretty much the entire neighborhood is less than 20 years old, you’re not going to have lead paint issues so people aren’t going to be clicking on that. So you need to think about what issues you have.

If you live in a flood prone area talk to them about what it means to have flood insurance etc. If you live in an earthquake area give them a checklist or a template “how to find good insurance, how to do this or how to do that.”

Explain to people; it’s really interesting that people don’t realize that you can’t get insurance through anybody except FEMA. No matter where you live so explain that to them, teach them.

We got flood insurance on our home. We don’t live in a flood zone at all but we have a pool and if that pools cracks and floods we’re not covered. Well we are now but we weren’t because we didn’t have flood insurance before so explain that to people. If you have a lot of pool owners, is that a rider that’s included? Of course most pool owners that I’m thinking about are in Florida and they have flood insurance.

Those are just examples of things you can create and turn into lead magnets, that become a download that you can then say, “Hey, give me your email address and I will send this to you.” Those are the people you are putting on your list, okay? 

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Coming Soon Listings

Alright, way number six that you can use to capture real estate leads from Facebook. “Coming soon listings”, coming soon. You have to follow whatever rules that are in your jurisdictions as far as your associations and your real estate commission of course.

Coming soon listings, can be run the exact same ways as a “Just Listed” and if it’s not in the IDX yet, then do the lead page landing page option or the lead ad option I talked about with you in number one. If you’re not sure, go back to number one.

So all of these ways, “coming soon,” same way, tease people, let people know the way to find out about these coming soon listings is to subscribe to your page.The way people get notified that I am going live and doing a training is they’re on my page or they’re in my email list. That is how you guys know I am on here training and doing things,

So the six ways.  Just Listed ads, Home Value ads, Move-Up ads, Interest/Geographic search ads, Search List, Leveraging Lead Magnets, and Coming Soon Listings.

Those are the 6 ways. If you want these resources comment SEND THE RESOURCES here and for those who are like “Dude, can I just get inside your membership?” here’s the link to the Vault.

So if you want to know, we have the link. The membership is open throughout the Vault. We actually have a vault of trainings that we’re sending out for people who want to join. If you’re already a member, you already have everything so don’t send a message saying you want the vault. Just comment with SEND THE RESOURCES here and once you have confirmed with RIBBIT and he has sent you those other resources, you’ll another email that you can get into the membership.

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Q & A

Alright, so Julie says

What is the sweet spot number of listings you can allow them to view before requiring registration?

When you’re running an ad its zero, ZERO. No listings, when you’re running a “Just Listed” ad it is zero, none. When you’re running any type of ads you can let them see the list, but you cannot let them see anything about the listing. You want to show them what they’ll get, but if they click on it you require registration. This is for ads. If you’re paying money to drive traffic to this you’ve got to have that registration on. There are no freebies, there are no freebies there.

Tammy wants to know, “if you can get inside my head!”

There’s way to much, you would get inside my head Tammy, you’d get inside my heads, let’s be real about this and you’d be bald because my head is like a million miles an hour. I do a lot of yoga breathing and meditation to calm me down. It’s crazy in there, like it’s crazy. You’d go crazy, because it’s crazy in there.

Lisa said

If we’re still building an audience should we be running ads?

Yes, you should. You still gotta eat. You want to start with the audience, but you also need to be building the list. You also need to be nurturing so we’re doing all these layers. You start in order but you kind of keep doing them all at once. Always, always, thinking of the strategy and you’re always working on your audiences, always working on your list, and you’re always working on converting. That’s the next video.

Now here’s the thing about this. Once you get this built, a lot of this stuff we’re doing is going to work for all aspects. So you go from your strategy, to your audience, to your list, to your nurture, to clients, right?

Well when you’ve also got this you go to strategy to audience and you go audience to list. Well when people are on your list, they’re also going to come back here to your audience. They are going to kind of rotate through because you’re going to let your list know what’s going on out in audience,right?

So once they come down here to nurture, part of your nurture process is going to drive them back up to the audience things you’re doing and back up to your list things that you’re doing. So all of this is going to become one big, huge whirlpool. I’ve used that example before, it becomes one big whirlpool, and eventually, everybody’s going to be touched on all of these levels.

Alright, Julie says,

Two weeks, not weekly?

I know you’re referring to, your snail mail, this is physical mail you send in the mail should be every two weeks, without fail. This is not email, email should be absolutely, minimum one time a week, absolutely.

Alright let me keep looking at the thing, the questions.

Rick says,

How far out should a pin-drop be under just listed ads?

So where are the people buying from? So in our market when we were targeting, we couldn’t do this with Facebook back then so be that as it may but if I were actively doing it now with investors I knew the top five counties around the country that investors were buying from, they were buying in.

Our market from these five counties, this was like 14 years ago, Facebook didn’t exist so I couldn’t do this but we did do it via direct mail and we did do it via investors clubs so we connected at the time with investors clubs and we went and did presentations to these areas where we knew people were buying in our county right?

You can do that on Facebook now so if you know that people are buying, you’ve got 3-bedroom, 2-bath, you know a lot people buy 3-bedroom, 2-bath rent ready homes to rent out.

In our market it’s kind of crazy right now and people are buying again. It’s a little high for investors but they’re still buying again.

Here’s the thing, when you know where they’re buying from you can pin-drop that audience wherever they are. So one of the counties was King County in Seattle. That’s 5 hours away from us. Another was Ada County in Boise, another county was Orange County in California, another was San Diego and then Spokane County.

So we had 5 counties that we knew were buying in our area and we targeted heavily. Heavily, heavily Orange County and San Diego County. Those were the 2 counties we targeted the most and Seattle.

So these numbers, like all of that stuff I just told you totally different now. The way you find that out is by going onto the census bureau website and look at the migration patterns for that. So when Rick says, “How far out should a pin-drop be under a “Just Listed” ads, it should be where you think people are going to buy that property from or where do they tend to come from?

If they’re first time home buyers, you want to be in areas where people are mostly renting. If they are move-up, if you have a listing and it’s a “move-up” listing, so a first time buyer wouldn’t buy it but the next move-up they would then you need to target where those homes are that first-time buyers own okay? That’s what you always want to be doing.

Lisa said “So if I have a listing I can run an ad essentially even while building my audience” Absolutely.

Tammy are laughing at me because my head is crazy? Yeah, totally crazy.

Julie says,

Do you use Send Out Cards for the snail mail?

Yes – Abso-freakin-lutely. Yes or a newsletter type correspondence. We used to just individual newsletters or just individual things, but I switched it all over to Send Out Cards, because it was way stinking easier. And they were getting actual cards and things like that. Totally awesome!

Joe says, “What about 1st Time Home Buyer ads featuring $0 Down?”

‘You know that is a great thing, I think they don’t believe it. A lot of things, I wouldn’t even say $0 down. I would go more into like “Buy a house with no upfront cost, no down payment, no nothing.” I would talk about all the different things. Talk about their credit, people with FHA, buying though FHA, they could have a 580 credit score and buy FHA.

So a lot of people don’t realize they could have fairly poor credit and still buy a house. A lot of people don’t realize they could do like 3 and half percent down, or like I know our area has zero down.

Our area has what’s called…I can’t even remember what it’s called now but it is where there’s an organization that gives what’s called a soft second. They buy houses and refurbish them and sell them as new to very low-income people.

That’s a really great thing. It’s a really long, buying process and it can be very stressful, but it’s a really great thing. We did several of them when we’re doing them. Well Chuck did them or they would have driven me batty, not the people but the process.

So we had those, but you need to talk about those because people don’t realize that the limits have gone up on FHA. Maybe they don’t realize that.

It’s honestly better to focus on their desires not the statistics. I’m sorry, not the factual numbers. People don’t care that interest rates have gone up because they have no idea what that means.

They don’t believe our warnings that they’re going up because you know, they don’t believe us.

So you need to do more things that focus on their desires. If they’re like, “man if I buy a house right now I can barely get in, this is all I can afford.” Then you tell them well 3 weeks ago you could have afforded this because the interest rates have gone up so you could have afforded this.

Don’t hesitate but make sure the information is factual and timely. Do not try to use the whole scare mongering thing. That’s why people think real estate agents are worse than used car salesmen.Because they don’t believe us so do it in a way that they will believe us.

Tammy says “not to mention it sounds like stated income approvals are coming back.” I hope not, because, if you guys know, the California market right now is softening, it’s softening. And they lead the country, they lead us.

So I’ve been telling probably for the last four or five months, I’ve been telling everyone that we probably have about eighteen to twenty four more months in our upward progression in our market at least at the speed it’s going up. And, I’m thinking, we are either going to flatten out or go down and the minute that news came out about California I’m like “I called it” because it’s just history.  

Every eight to ten years this happens in California. Prices go crazy, then they crash, prices go crazy, then they crash. It doesn’t happen everywhere but our market is affected by the California market.

Now it was really bad in the recession, of course, because anybody could get any type of loan. Like all you had to do literally was write on this piece of paper with a Sharpie that I make 3 million dollars a year. Can I get  three million dollar in loans? People were getting that and it was ridiculous..

Hopefully they’ve fixed that so that’s not happening.  Now, I know you can’t do stated income right now, and the credit requirements haven’t loosened up so we’ll see,.I know costs are going up.

So these are all the different things you can do. The thing is you can use these…these are considered “scaremongering” to the buyer. They don’t believe what you tell them, because they don’t believe you. So if you want your ads to work, you have got to run your ads focused on their desires, focused on what they want, on what they believe to be true, on what they believe they should be able to have.

So that’s why, when I went through all six of these. I was very clear that it’s about them. Not about the interest rates, not about the zero down.

We keep thinking in the “sell this crap” mindset, when it’s in “how do we help them achieve the life that they want.” That’s the mindset that you need to be in, to be able to communicate with them so that they will listen to you so that they will stop the scroll. That is the key. It’s like completely separate mindsets.  

We’re used to like selling our products or peddling our wares when we actually need to be solving their problems and helping them through the journey. Same thing, but the perspective is completely different because by helping them through their journey, we are going to be utilizing the products that we have and what we know, right?

If people are like “I’m frustrated in this neighborhood, we’ve been renting, whatever you’re going to go “Oh okay I’ve got this zero down loan,” or “Oh okay I’ve got FHA” but they are not going to hear you when you say “zero down” or “FHA.” They are going to hear you when you say “oh, neighbors got you down? Are you tired of the noise? Sick of living with neighbors who smoke? Sick of living wall to wall?”

Whatever those things are for that person, that desire to buy their own house that’s what you need to use. That’s where you are going to have your success. That’s where you are going to stop the scroll and that’s where you are going to actually get results and get leads from Facebook.

So like I said, comment with SEND THE RESOURCES here or this is the link so if you want to get inside “The Vault,” you can. I’m doing something kind of crazy. I have taken some trainings that I’ve never sold before. They’ve been bonuses to courses that I’ve done in the past and they are the most popular ones and people have begged me to sell them and I’m like “no, no, no, no, no.”

So what I have done is I’ve put them in “The Vault.” So if you want to get into there, like this is crazy, the “Facebook Lead Generator” course in there that course is a $1,297 course. The Art of Nurture” course is in there, never sold it but I would have sold that for $497. There are fourteen other master classes in there but those two alone are over $1,700 but I’m selling the whole “The Vault,” for $297 and you get one month free inside Leads and Leverage.

In the meantime, early next week, I do not have the date yet, we have people coming to visit us and I need to make sure that I don’t schedule a live stream for when the entire house is crazy. So I’m going to be doing video number four for this training, for this Vault series and guess what we are going to be talking about?

Once you get people on your list how do you nurture them so that they turn into clients? We are going to talk about the nurture piece. And then number five is going to be the conversion piece.

So we are going to talk about how nurturing is actually converting, all next week. How do you get those people that are on your list to give you a ring-a-ling-ling, and say “hey, I want buy a house,” or “hey, I want to sell my house.” How do you do that? We are going to talk about that.

Kim says “this is great! Going to use the pin ad idea to run an ad to renters for a entry level condos!” Great! Perfect! Just make sure you focus on their desires. Make sure you focus on them.

So this is kind of like a “features” versus “benefits” thing. If you describe a house as a “three bedroom, two bath house, fully fenced, RV parking, etc, etc” those are just features.

But if you describe a house as a “room-to-grow kind, a backyard that every single dog would love, space to put to your RV so you can plan those trips,” if you talk about it through the benefits, like what it would actually look like and feel like, it will pull completely different responses.

People aren’t into the facts. They are into what it feels like. They’re into what it looks like for their life. That’s what they are into.

So features versus benefits. Everything. Facts versus desires. I don’t care who you are. I don’t care if you are an engineer, you buy based on emotion, period.

A lot of engineers or a lot of people who think they don’t buy based emotions, they are liars. They just don’t know themselves. Every single person, every single purchase you have ever made, I don’t care if you spread sheet it to Kingdom Come, your emotion drove the decision.

It totally did which is exactly why we all justify every single purchase that we make. We do it.

So if you want to reach buyers that want to buy something, you have got to reach their emotion. You have to. You have to reach that.  That’s their desire, their reason for buying or their reason for selling.

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Join Us Inside The Vault

Comment here with “SEND ME THE RESOURCES” if you want me to send those to you, and for those of you who are going to join us inside “The Vault,” and inside Leads and Leverage, I got some stuff for you!  

We’ve got a whole bunch of trainings coming, we’ve got a whole bunch of members who are rocking it and sharing their secrets, so very excited for all of this! It’s going to be an amazing last five months of 2018.

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Filed Under: Facebook Tagged With: Done, facebook lead generation, real estate lead generation

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