Hey, what's up? It's Danny Wood here. I wanted to do vlog number two, which was going to be on relationship marketing. And a lot of real estate agents, they feel awkward when they're calling their database and I can totally relate. I'll tell you why. One of my life's goals is to have joy with everything that I do, and if I don't have joy doing it, I don't want to do it. Especially when it comes to work. We're trading time for money. It's one of the most valuable things. Time. And we're just wasting it on things that we don't like doing. So if it's not bringing me joy, I don't want to do it. And the joy totally was sucked out of me. As soon as I got into the real estate business, I walked in the front door and they gave me a wadded up crusty bunch of pieces of paper glued together.

I think they call it a phone book and they wanted me to go through such a book and cold call these people. I'm like, "Hold on, cowboy. I'm out on the middle of a desert, but that doesn't mean that's what I want to do. Anything else you can suggest for me?" And they're like, "Yeah, we got a couple more brick walls for you. How about you bug your sphere of influence? I mean, call your sphere of influence?" I'm pretty sure it's what they said. Yeah. I had to call my sphere of influence, my friends and family, Hey Joey, it's Danny Wood here. I haven't talked to you in 20 years, but I got my real estate license now and I'm really eager for that commission. How are the kids?" It didn't sit well with me. I didn't want to do that. So I'm like, "Okay, what else you've got?"

And they're like, "Well how about you prospect complete strangers for sale by owners and inspireds" and I'm like, "Oh my gosh, this is not why I got into business. I don't feel good. I don't want to show up and do this sort of thing." And this is the truth. It's hard for you to be inspired when you feel like an ass and if you don't have a good reason for why you're calling people you feel like ... and it wasn't until I discovered I needed a why that was bigger than me. Before with all the other past sales training I was taking, it was all about business first and it didn't sit well with me. So what I started doing was calling people for bigger reasons, that was more about them than it was for me. I came up with a two plan system. Plan A was the reason for the phone call, A stands for awesome.

Anything that was fun, positive and share worthy. That's why I was calling them. Plan B was business and I would pepper that in the conversation when, if and where it felt fitting. I never force the business conversation, I just let it flow. Let me show you a couple of examples.

You should gather a couple of agents from your office and do a yearly clothing drive. It's something you can all add to your marketing calendar as a yearly event. You'll be able to reconnect with everybody in your database with a positive touch point. It's easy. You just call them up and say, "Hey, we're doing a clothing drive. I'll swing by and pick it up. Would you participate? Just put it in the bag." A lot of people will say, "Yeah". And now what's happening is you got a face to face conversation because you're going to swing by and see them.

You're updating your database with their mailing address and their home address, which is key for a real estate agent to have and it's something you can do even quarterly if you wanted, but at least yearly do it as a group. You'll get positive press release. You can have a blog, social media and a whole bunch of stuff out of it. Above and beyond, just you connecting with people on a positive level.

Now we've all gone through these calling programs and coaching programs where they have us burn through our database for the first time and it's a blitz and you're like taking selfies of you doing and that's great. However, if you ask most agents three months later, if they're still doing it, they aren't. Most aren't. And the reason for that is because the second, third and fourth phone call, you run out of ideas.

Now remember I said everything I do is all about joy and it's inside me. Well on a quarterly basis I would set something in the future that was fun and totally random and experiential like a Segway tour or a fishing trip or poker, wine, beer tasting, it doesn't matter. It was always experiential and fun and that gave me another reason to connect with people and it was always different.

One time it might be a self-defense class, another time it could be a CPR course or maybe it's a make and take where it's a seasonal thing and we all show up, make stuff and then take it home based on that holiday. Be creative but have something on your horizon at all time because that's what makes it easier to pick up the phone and enroll people. Now as a self-employed professional, you obviously know other self-employed professionals and a lot of people in your database are going to be self-employed as well.

So why don't you do a share intel where everybody shows up at a restaurant or something and they go around table and talk about who they are and what they sell, like their product and service and then they tell one example of how they generate business. That's going to create cross pollination between other people in the room. So not only are you going to be the key player, the person in the center that organized the whole thing, but everybody else is going to get value from it and maybe you can do it on a quarterly basis, maybe even monthly if it gets big.

Now the whole time I'm calling people about my plan A in the back of my mind I'm thinking of plan B. When it's fitting, I'm going to slide in the business conversation depending on who the people are and more importantly depending how the conversation is currently going. If it's uplifting and I feel like they have time to talk a little bit longer, I'm going to go into plan B.

So an example of plan B is the homeowners. If you know somebody who owns a home, which I hope you do, you can call through your database and let them know, "Hey, we got this nosy neighbor alert and it will keep you updated on all the homes that hit the market. Just in your neighborhood. You'll see the pictures, the price, the home renovations, that sort of thing. It's free and it's easy. What's the best email?"

And now you're updating your database with homeowners, getting their email and their address, so that you can let them know of what's happening directly in their neighborhood. It's free for you, it's free for them, it's relevant to them. If you are going to create a drip program, this is the first one that you should do and it's absolutely free. A lot of people that you know are in business and or self-employed and into investing maybe. And if so you could do a monthly tour looking at duplexes, triplexes, fix and flips, power sales, that sort of thing.

And then I would create a smaller list of just the people in my database who are investors and once a month we could meet up and do a little tour looking at property. The cool thing about investors is that they don't have any loyalty. And the reason why that's cool is because they don't have loyalty to the other agents either. So unless they're under contract, don't step on that, but most of the time it's just a relationship game and you got to be the one that has the relationship with them. This is an easy touch for sure. The other thing is anybody who is an investor in your database, they have two homes, the one they live in and the one they rent out. You're in this game for another five years or 10 years I hope, right? While that person is probably going to be buying or selling more property in the future, and this is a great touch.

A lot of the people we speak to are tenants and they're not a lost hope. If a person is a tenant, I would be like, "Hey, what's current rent go for where you're at?" And they would tell me, "Oh, it's around $1,400 or $1,600 or $2,200" and then I would respond, "Well that's crazy because I actually have a list of homes for sale that you can own and the monthly mortgage is the same as what you're paying in rent. Would you be interested in that?" Now I would only say that if it's true, I don't know what your market is, you might not be able to do that approach, but I can in my market, hopefully you can in yours. Now in the back of my mind the whole time I'm tuning into one of these business related reasons and the list goes on.

I just gave you three. There's more pillars. Some of you do pre construction, some of you do military specific property like cottages and waterfront and condos, anything. So, have all these business pillars in the back of your mind and then when you're having a conversation, just go with the flow and fit it in. It's more important to pick up the phone and be consistent with dialing than it is to like hammer them down to be a buyer right on the spot or a seller right on the spot.

Now, if your office wants to set up an accountability group, just let me know. I can do that in house. We can do it remotely. You can do it with the team or with the entire brokerage, so just reach out. If you don't want to pay me, you can just steal my ideas right here. Idea number one is that your agents should be calling three people a day, three a day, three a day, three a day.

It's slow and steady. I'd rather a person call their database for the next three months, then burn through their database in one month and then just never touched it again. See, you can't win a marathon if you don't know how to tie up your shoes. So three a day you don't have to readjust your time blocking. It's easy. Just call three people and then move on.

Idea number two is anybody that you're touching, you should be adding to your database with updated notes. So as much information as you can, their phone number, their email, their address, what you talked about. Now, of all the ideas, this next one is the most important. If anybody is important enough to be in your database, they're important enough to have a next call date. If you put somebody in your database and there isn't a next call date assigned, what's going to happen is three months goes by, six months, a year, two years, three years, and now you're like, Oh, my database sucks. It doesn't work."

Well, it wasn't that it's you weren't working it. So I like doing the manual approach where I'll manually add a next call date to a person, because if you try and automate this, your whole database gets out of whack. You'll know what your gut instinct. Should I call this person in a year? Should I call them in six months or next week? So you set the next call date and that's the most important tip that I have of the day. So everything we've covered so far, it gives you three or four touches that's face to face that you can build and grow your database with people who know, like and trust you and it's not annoying. It's something you can do consistently and I hope that you do. Anybody who is a coaching member of mine is going to get a copy of all the downloads and the templates.

I have agent versions. If you want access as your office, your whole office can have access and your team as well. But anybody who is a coaching member currently, they're going to get the full download of the game plan of what we just covered step-by-step. I'm even going to give you a tracking sheet so that you can make a game of it and have fun and bring joy back to your business.

A lot of people, they don't have a database. I'm like how many people you got? 60? What? 60 you're over the age of 18 you know more than 60 people. So what I want to do is I want to take you through a program that goes through your phone to find all the contacts, goes through your email to find the contacts through your database, through your social media and there's memory triggers where you have to fill in the blank, takes about an hour for you to do this.

But at the end of it you're going to have a fresh updated call list. Now you can work towards your relationship marketing. On top of all of this I'm going to give you my real estate scripts. If you want to get more business heavy where you are calling for sale by owners and that sort of thing. So, I want to throw it in as a bonus.

Hopefully you watch this whole thing. The sun is literally about to go down over this hill, and I don't know if you know anything about the desert or not, but when the sun goes down, it gets cold, and I literally tracked way the hell out here. I'm in the middle of nowhere. Often the distance is a tailgate party. It's a full moon tonight and they're going to howl at the moon. So hopefully I make it.

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Hey, what's up? It's Danny here. I want to try something totally new. I just heard fireworks go off in the background. It's the new year and I have a pretty cool setting. It's a prison, an old prison, and it goes with the theme of today's video, which is going to be about feeling trapped. My example of failing started with this vlog, but your example can be totally different, whether it's losing weight or trying something new or anything in general. We've all failed. So if you've ever been on that failed train, you'll totally appreciate where I'm coming from. When I failed with my vlog, there was three primary things that did that to me.

The first one was the gear and the process. So I overcomplicated all the gear that I needed and the process to actually edit the video and stitch it all together. It's just like really paralyzed me. Nothing ever felt natural and candid. It was very scripted, robotic and just shit is basically what I ended up thinking. Speaking of the script, I could never memorize a script. So I tried so many different things where I would put bullet points and tape it onto the tripod underneath the camera. But you could see me looking down and not looking into the camera. And then other things I tried was actually writing up a script and using a teleprompter. That one actually works really good. But the problem with it was my videos turned out to be just me talking into the camera and nobody wants to see that. So me doing a talking head video just wasn't going to cut it for today's modern world, we just don't have the attention span for that. So the teleprompter idea is awesome except for boring.

Now, whatever your project is that you're working on that you keep failing at, a lot of times we let stuff get in the way. So my example here is I'm looking at a GoPro. I actually loved the GoPro. I think everybody should have one. However, we all experience it where you buy something brand new thinking it's going to solve your problem and you take it out of the box, and you shoot your first little shot or you do whatever you do with it, and it's just like not what you expected. Everybody else made it look so much better than how you are doing it. And it's kind of embarrassing. When I see all the other footage that people are capturing with it, the clarity of the audio, the crispness of the scene, just like the whole cinematic sequence. And then I get it and it's just like, terrible.

So the process or the end result is never what you expected. I mean especially when you compare yourself to different people. So I just threw up three people in the screen here. There's Casey, Peter and Jessie, and these are three guys that I really, really, really look up to. The problem with me looking up to these guys is that I pale in comparison. I never cut it when I look at the quality of the work that they do. These are three YouTube. But it doesn't matter if it's three YouTubers that you are inspired by or if it's like a star that you look up to, an industry leader or a colleague down the hallway. What ends up happening is we get so distracted and blinded by the polish and the fake social world that we live in that we expect what we do to be the exact results as what they do. And if it's not even close, we're just kind of depressed and sad with ourselves. I definitely found myself in that boat because I just never found my groove.

So I got this video up here and it's showing behind the scenes. So a lot of the people that are ahead of you, there's usually a team behind them. And that team has a collective experience, whether it'd be like 20 years in that industry or 10 years or 15 or 30 and you're trying it for the first time, you have a collective experience of zero. We always forget this. And when I'm trying to do self filming like I am now, and then I want to go home and I want to edit this little video, I have to realize I don't have the army which is flying by right now. There's literally an air base and that's an army helicopter. So the army is flying away without me and I'm standing here by myself doing it.

So it's easy for them to look all high on their horse when they got a crew of people that can make them look good in any light. And then here we are over in the corner. If anybody can relate, you're like a horse, just a toy horse walking in circles and people are just walking by. They're not even like offering to help us. Right? So my problem initially started with the fact that on YouTube I'm over 500 videos right now, which is awesome. That's not the problem. I got about 300 that are public and 200 that are private. Now, there's an algorithm that YouTube really looks at and it's called audience retention. That's the play through rate. So if it was a 60-second video, what's the percentage of time people will stick through? Is it 10 seconds, 40, 60? Obviously, the higher the better.

Now, my problem with this audience retention is that I have really long format videos. They're like 40 minutes to 60 minutes, and ideally on YouTube, it should be more like 3 minutes to 12 minutes. So that's a huge problem for me. And because of that, YouTube is going to be penalizing my videos organically when people do searching. So I thought to fix this problem would be to just make shorter format videos, three-minute to eight-minute videos. So what I could do is take all of my old format videos, repurpose them into fresh content. So I thought I'd flipped the switch and create my own lane. I mean, I kept trying to compare myself to other vloggers and compare myself to other people that are doing things that just aren't my strengths and skillsets.

So I thought, why can't I just create my own lane? One thing I've discovered in my public speaking endeavors, when I'm on stage and I'm doing a presentation, the presentation that everybody is looking at actually isn't for them. The presentation is for me, it's a visual reference and a visual cue as to what I should be saying and keeping me on track for my story. So why can't I do the same thing where I just use my phone to tell a little story for you? So I'm using Keynote right now. Keynote is an awesome tool. It allows you to create presentations directly on your phone. Everything that you've seen in this video so far, I made on Keynote. All the animations of the text, all the actual videos that you're watching, it's just playing on keynote and I'm recording my screen as I talk to you.

What's really awesome about this little format, I feel, it gives me an organic script. I'm not reading something word for word and feeling like a robot and unnatural. It allows me to just tell my story and kind of bounce around, but stay in the lane. It also gives me the B-roll overlay footage for you so that it breaks up the monotony of being so boring and just staring at my face the whole time that I talk. And then also the cool thing about keynote is that you can do it in portrait mode. So I can create this presentation the size of my phone and then therefore I can upload it to things like Instagram stories and Facebook stories. And even Facebook and YouTube now allow you to upload in portrait mode, and when a person watches that, it takes up the whole screen. Basically, you're storytelling on the go.

This is going to be my new format and I want to know, if you stumble, will you make it part of the dance? Because I've literally been stumbling for years. I just stumbled on that word and I've been stumbling for years. Like literally, I bought my Sony DSLR camera like three or four years ago to make a vlog and then I was going to do another vlog of me doing adventures and having fun, and it just took the fun out of the fun by having to create all this content. Is just not why I wanted to do it. Now I have a real reason. My YouTube channel, the numbers are going to start to go down because of that audience retention rate and people just don't care for long format videos. So part of my stumbling enabled me to fail forward and find a solution. I think will work.

I don't know anybody else who's doing these types of videos where they're using a presentation on their phone to keep them on track, but I think you could do it as well. Let me share a couple ideas with you. Monthly videos. So if you were a real estate agent, you could create a presentation on your phone for the market stats of what's happened in your market, property types, that sort of thing. And then it could be a monthly video that you do and it only takes like a minute or two minutes to make. A product or service highlight video. So I could easily create, if I was in the car industry and a new car comes out, just like even in real estate as well. Kind of like going through a presentation, talking about all the highlights and you're like flipping the page of the magazine or flipping the page of the brochure or flipping through the listing photos of that property and you're just kind of talking about them.

About you, all real estate agents and all people in business should have an about you, about the team and/or about the company. So maybe you could start off with making that as your video. And then the client process. So a lot of the videos that I make, I intend on re-purposing for multiple reasons. I never make a video just for uploading a video's sake. I always have a reason for it. Many times it's either for a landing page or for like a followup sequence to educate a person as to why they should maybe enroll in that product or service. Hopefully, I just gave you a couple ideas. I don't know. I'm just kind of ... Time's up. They're shooting the cannons.

So we're standing in front of the prison here. Hopefully, you don't feel trapped. Hopefully, you fail forward. Onto the next vlog, I'm going to tell you a little secret. When you watch videos, there really is a trick that if you like that person's video or comment or share it, then the next time they upload a video, the algorithm will put that in your feed. So if you like this video and you like the idea, do you think this is a format I should keep rolling with? I want to try it out for a couple and see how it goes. So thanks a lot.

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Brand Building
Many prospective clients said they use social media to choose which services and products to use. Over 30% of them said this is how they decide which new brands they’ll try next.
They know your brand is good if it’s well-used and popular. It will have excellent customer feedback and more active conversation surrounding it, the more social media posts on the more forums you have.
Increased conversation, by the way, will increase your SEO, raising your ranking in Google. This moves you closer to the top of the Google search results and gives you more of a chance of getting clicked. Therefore, the more social media presence you have, the more business you’ll receive.
 
Customer Loyalty
When you regularly update in social media, your customer satisfaction will increase. Due to this, 53% of Americans said the brands they are the most loyal too are the ones they follow on social media.
Businesses who are utilizing this marketing strategy are stealing clients out from under you! If you want to grow your business, you need to get on the bandwagon of regularly posting to social media!

​TIPS When Posting to Social Media:

• DON’T SPAM!—Spamming would be emailed blasting, putting out random friend requests, and overusing page links.

 

• Don’t overdo the business side on social media.—Post more than just the ideas I’ve listed below. Your posts should be 80% personal and 20% about the business. Remember, “social media is supposed to be social.”¹

 

• Before you post something, think of your “why” behind it.—Think client-first. “What’s in it for your potential client?” If there’s nothing in it for them, they essentially don’t care. Remembering to follow the 80/20 rule is vital in social media marketing.

 

• Choose things you can repurpose in the future.—Think yearly or, better yet, monthly. A post that you can reuse is said to be “evergreen.” You should be able to use it in at least a few of the following ways:

 

• To speak to your client in person

• In a social media post
• As a landing page
• In a listing presentation
• In a blog
• In a DRIP page
• In a video—Video can be repurposed in several different ways.
• And More!

 

• You can embed social media posts on your website to be viewed by visitors.--It will have the number of likes listed as the Facebook post does.

 

• Mostly, I said all that to say DOUBLE-DIP YOUR CONTENT!

 
 
 
Here’s How:
125 Real Estate Post Ideas
 
Videos:

• Video for seller page—Make it 30 sec to 1 minute long and embed it on seller page. Also, put it on Facebook.
• Video for buyer page—Post the video on social media, then put on buyer page.
• Video for about us page—This builds trust. Post an updated one once a year. Also, send it out in the DRIP email!
• Video for the community (or image post)— You could do a video of the area/transit/businesses/schools/parks/or coffee shops. Break them down into segments. Also, put the content on your blog! Google won’t find your Facebook video, but it will find you on your website!
• Video for vendor partners—Ask them the “5 Ws” in an interview: “Who they are, what they do, where they serve, when they started, how they can help others, and what’s in it for the viewer.” If you were to feature a home inspector, you would start with something like, “Why would a viewer want to use a home inspector?”—If they don’t want to do a video, do a picture of you and inspector side by side.

 
 
Drip:

• Introduction Email—Tell them who you are and why you are emailing them.
• How to use the site and tools--3 days later, send video  (I use “SNAGIT.” It records the computer screen, actually showing people how to use the website.)
• Expectations—This includes how frequent I will be in touch, what actions I should be taking, etc., clearing the air on expectations. You can do this on social media too. For instance, post something like, “When working with an agent, they should be doing _________. You should do ___________.”
• Content Emails
• Market Match—You can also repurpose this as social media content, posting it as market updates (i.e., the average days on the market, etc. Remember, post what’s in it for them.)
• DRIP: Cross-sell buyer/seller—Make it local and relevant to the market. Put both sides of the coin on Facebook.

 
Buyer Objections

•  “My credit isn't good.”—Do a video post on FB. If you don’t know how to help someone with credit, get help with it from a mortgage broker! Create content WITH people.
•  “I have a friend in the business.”--This is dicey! It can ruin a friendship. Post about this on Facebook. Blog about it. Do a video on it.
• “I’m just looking.”
• “I need to sell 1st.”—Help them find out the home value. Tell them about getting put on the market now and how getting out and looking now and selling after is important.
• “I’m buying private.”
• “I need you to reduce the commission.”
• “I’m going to wait.”
• I’m looking for a friend.”—This is a shield they use— Say something like, “We generate a lot of real estate leads. A lot of people are looking for a friend. Reach out to me. We can email you a daily and alert you of anything that matches your friend’s criteria.”

 
Open Houses

• Pros & Cons
• Keep you in the loop—Keep your people in the loop of all the open houses in the area based on their criteria.
• Open House Alerts

 
Questions and Answers

• How’s the market?—Do a monthly post on this.
• When to sell?
• Rent versus Buy?—Pros and cons on each.
• Buy or Sell 1st?-- Break it down depending on circumstances
• Deposit size?
• Pre-approved?—What is pre-approval, and what’s the value and benefit of it?
• Average DOM? (monthly)
• Buyer Contract?--Answer the question, “What is it, and why do we need it?”
• Land transfer taxes?—Tell them how works in your area. Also, chart it in a few price ranges.
• Closing costs?—Demonstrate them in three property types in three different price ranges.
• Investment taxes?
• Foreign buyer taxes?—Some foreigners are buying up properties and not living in them. Instead, they are holding them as a shelf for money. This is driving up costs in the area. Do a video on it!
• Zoning & rezoning
• Future developments (new Highway/subway/etc.?)—Do a blog covering this. Not many talk about future developments! You WILL get found on Google!
• Condition on financing—Define this for your future and present clients.
• Condition on inspecting—Explain the process. People don’t like the 5-7 day wait period after their home is sold. They need to know why it’s there.
• Condo VS Freehold—They are different. Tell them how.
• Rent to own—Tell them why it works or doesn’t work. Find a company that does it and do an interview.
• Title insurance—Explain what it is and how to get it.
• Fixed versus variable
• Mortgage rate holds
• Grow-ops & stigma
• POS & Foreclosures—Many times, they don’t really want a POS and Foreclosure. They just want a great home that matches their criteria. However, people who search POS will get your page when you post about it and explain it.

 
Seller Objections

• List & buy… save—Do NOT use this for Social Media!! Use it for a blog post and something to share with your clients in the office. You can also use it as a video.
• What makes you different?--One thing you can point out is all the marketing you do with your sellers.
• Price is low versus others?--The difference is that the other realtors are giving the clients are high prices, and you’re giving them the market price. The others give the higher price hoping to win the potential client’s business and then do a price reduction. Do a video and a social media post on this.
• “I’ll sell when the market goes up.”—Post with concerns of the market / current market you’re in.
• Teams versus single agent—This will lean a different way depending on who makes the video.
• “I want to buy before I sell” –This makes an excellent social media post.
• “I need to net ___.”--I totally get that! They need that much! Don’t make them go for less!
• “I’ll sell it myself.”—They don’t understand that they may save $5,000 on commission, but they may lose $30,000 on the sale price of the house. Not to mention, it’s not on the MLS. Then there’s the concern of not having the marketing power behind you, not being part of a brand and not being part of a relocation program. Point these out in a social media post, video, DRIP, and blog post
• “I want to list high and test the waters.”—Some agents aren’t well-scripted in this and will go with the flow even though they already know what the market looks like. Explain why this won’t work in a post.
• “I need to finish projects/renovations.”—Sometimes they do, but they can finish up while you’re prepping the house for selling and doing the exterior photos and paperwork.
• “Other agents cut their commission.”--Tell them everything you do.
• “I want an open house every week.”--Doing this can be draining. Make a video on why it’s not a good idea to do open houses every week. Talk about an “Open House Agent Program” for those who insist on having them every week. This would be where you have a different agent coming in to do your open houses so you don’t have to be there every week.
• “I never heard of your company.”—Talk about your company, why you joined, and the benefits.
• “We’ll list after the holidays.” –Make a post and a video of why it’s not a good idea to wait.
• “We’re going to wait for the market to come back.”—Show histories of when the market took a dip and how long it took to come back again.
• “The offer is too low. I’ll wait for the next.”—Explain how that sometimes the first offer is the only offer. You can check out scripts in the online coaching community online for that.
• “We have a unique home and want to list higher.”—They try to say that their house is worth $50,000 more because it’s unique. Do a post explaining why this won’t matter in real life.

 
Facebook / Instagram Live or Stories
**These are short-lived. When you post, it’s forever. It’s to build mindshare and remind people of what you do. If you’re going to spam, do it in stories or do it live. Some spamming posts might be:

• Coming soon
• Just Listed
• Open house
• Just SOLD

 
Buyer:

• New buyer, “I’m just looking.”—Do a video post. Transcribe that into a blog. Use in follow up drips. Do your own twist and explain things to people.

 
Property Feature (Make these images or videos, and do them weekly):

• Luxury—Let people vote between four kitchens in luxury areas
• Income
• Condo
• Waterfront
• Bungalow / Ranch—Older people seek these
• Homes Under $___ --If the average sale price is $400,000, the top 4 under $300,000. The readers will be saying, “Danny” has all the deals! This builds mindshare!

 
Social:

• Memes Photoshopped As You—Put them on Instagram. @movewithmichael does memes on point. Whatever is happening in pop culture and in the news, he’s on it right away!
• Use polls and quizzes –Get interactive, but don’t overdo it. When people interact with you, it brings awareness up, which enhances the chances that for them to see more of your posts and videos.
• Giveaways—Get local businesses to contribute. They’ll be self-promoting too, so it’s a win for both sides. If you have another business or your spouse has a business, be sure to cross-pollinate with that!
• Local News & Events
• Industry News—Leverage the boards and associations. Read through the information they send out. Does anything relate to your consumer? Relay that!
• Before & After—This would be staging images and videos.
• Company news—If you’re working with a new brokerage or franchise or if you’ve updated your website, app, CRM, or anything else to better serve your client, post about it.
• DIY Seasonal Tips—Spring. Winter.  Easter. Halloween. Think Holidays.
• Seminar/Conference Recaps—Recap what you’ve learned or are learning and how it helps your buyers and sellers. Tell them in a video or post, “This is what we’re learning!”
• Staff Features—Post about new staff, staff having a baby or another big event. Show them the behind the scenes footage. Sometimes they don’t realize you have a village behind you
• New Branding—Update new banner for your Facebook page and Facebook profile every season.
• Most Expensive Listings—(GET PERMISSION from the listing agent first!) People love to see this stuff!
• Monthly Market Snapshot—This would be a graph of the market year over year and month over month. Give them the average DOM, average price-point, etc. You can outsource this on Upwork or Fiverr.
• Top Things to Do—Attractions/Hikes
• Top Restaurants—Local Must-Tries
• Top Schools—Include their contact information and the details about them.
• Top Contractors: Roofer, Painter, Construction Worker, and more. Include a list of three of each. Don’t forget to include their contact information and the details about them.
• List of Utilities—Include their contact information and the details about them.
• Quotes—Get inspirational quotes from all sources.
• City Fun Facts—Go to the library or museum and spend time finding twelve fun facts about your city. This will give you one post per month. You could use these photos to do “Local Throwback Thursday.” Find fifty-two old pictures of your city to post.
• Animals--People love animals.

 
Business:

• Listing Presentation
• Buyer Presentation
• Seminars—Partner with a mortgage broker or bank. Let them do the seminar. Post the day and time to get ppl enrolled. Post behind the scenes footage before it starts. After it starts, post pictures of people having a good time.
• Cost of Living Comparison—This is best if you list in a place where the cost of living is low. You might want to skip this one otherwise.
• Book of the Month—Pick a book and summarize all the best points of that book. Although it doesn’t have to be a real estate book, they are the best
• Buyer Checklist—Go to Google to see what others are using. Post about it on soc media.
• Seller Checklist
• Open House Scorecard (buyer)--Create a notepad for them to take notes on the property they’re looking at.
• Open House Checklist (seller)—This way, every time there’s a showing, they’ll know what to do.
• List of Real Estate Definitions and abbreviations—Consumers don’t know half of what they’re reading. This would be a cheat sheet, per se.

 
Tips:

• Energy Saving—Make a checklist with ideas and contacts.
• Child Home Safety
• Home Staging
• Fire Safety
• Gardening and Landscaping—This makes a great photo op!

 
Loans:

• Bank Versus Broker—List the pros versus cons, contacts to both, and the breakdown of who’s who and what they do.
• Repairing Your Credit—Do posts on things like, “The Top 10 Ways to Repair Your Credit Score,” and give contact information for someone who can help.
• Credit Scores--Explain what they are, how to find them, and what not to do.
• Different Types of Loans—Explain what they are, how to find them, and who to contact.

 
Random:

• Top 5 Apps for Moving--Curation is key. Try home-searching apps, room measuring apps, open house apps, and more. If your company apps or you have an app, include those, and include a link to each
• List of Famous People Who’ve Bought and Sold Houses in Your Area.
• Chamber Spotlight—Do a weekly spotlight on each member in the Chamber of Commerce. You can do live videos. This also builds your contact list!
• Testimonials Trades--Connect with 20 or more friends in the business and write positive reviews for each other.
• Tour Local AirBNB--Create a list of the top AirBNBs in your area. Feature them. At the same time, build a database of people who own the AirBNBs Have fun with this!
• Mayor Interview—Ten Reasons (city)—You can ask things like, “What are the top 10 reasons to live in the city?” “…to do business in the city?” “…to invest in the city?” You can do a new Facebook post each time you get a new mayor!
• List Community Facebook Groups--Think Farm area, special interests, and events. List those relating to your city.
• List of Yearly Events—Create a list of all of the major events that happen in your city. List the dates. These might include the parade, the farmer’s market, etc. Link them to the blog post and update the list yearly
• Top 5 Lists (Coffee, wings, pizza)—This gets you out in the community, builds a database, and creates neat content for people to engage in all at the same time.
•  Broker Corner--Meet monthly or quarterly with your agents to talk about pressing issues in the industry and summarize—what’s happening with ____________?

 
 
Political: (just kidding)
 
**Most of all, use the content on your website to help people. It’ll pay off.
 
 
¹Chicago: 3 Ways To Create Authentic Connection Through Social Media, https://www.compeltraining.com/3-ways-to-create-authentic-connection-through-soc (accessed June 15, 2019).

Recruiting Real Estate Agents (the book).
BY DAN WOOD ​

**Chapter One Concept (A Working Draft – please provide feedback, ideas, and corrections coaching@danwood.ca or 905-903-5442)**

Thanks for being a book ambassador – www.brokeragenation.com/ambassador

——————--

Recruiting real estate agents can be a real grind for many managers. It tends to be a “relationships over a long haul” business model.

My goal with this book is to shorten that so you have quick leads today, ongoing prospects monthly, and balance out over time.  

The problem with recruiting is this: “agents in” production doesn’t usually move brokerages. I mean, even if you are cheaper, it’s easier for them to be complacent--until something drastic happens.

I’m writing this book primarily for broker-owners and office managers, but many of my ideas will work for teams and agents looking to grow too.

So, please share this with anyone you know looking to grow. They can become a book ambassador for FREE and download the complete PDF version of the book as it’s written: www.brokeragenation.com/ambassador.


Below is the first draft of the first chapter.

Chapter 1) Recruiting Coaching Calls

**A shrill whistle sounds through the crowd.**
“Pull it in!”
The team huddles around the coach.
“Great play, guys,” he cheers them on as he pats the closest player on their shoulders and looks them all in the eyes, “but we can do better. Here’s how…”

This is what I do with my recruiting coaching calls. I leverage what’s working for you. For some, it’s technology and lead generation. For most, it’s relationships and prospecting.

Far too many come to me looking for a magic bullet when what they really need is a better way of holding the gun and enhanced ammo.  
*I’m not violent, but that was a good analogy.

Typically, on our first coaching call, I’d throw mud at the wall to see what sticks. For some, it’s paid ads and social media. For others, it’s the traditional prospecting and relationship building.

I like to give a good mix of ideas to see what sticks. That’s what I’m going to do with this book.
Pretend we’re doing a recruiting coaching call. We’ll cover a handful of ideas to get the recruiting blood flowing.

Our first call starts now.

Our First Call
Hello? Is this Mr. Broker? Hi, this is Danny Wood! You requested a free coaching call about agent recruiting?
I’m going to give you a few ideas that cover both brand new agents and seasoned ones already in the game, ok? I’d like you to listen with an open mind to the end because sometimes it’s my twist that makes all the difference.
I don’t want you missing out by saying no and not hearing what’s possible. We can always adapt the plan, and it’s important for me to see what works for you and what doesn't and create a clear path going forward.

Do you have pen and paper? You’ll want to take notes.

Ok. To start, I’m going to talk about attracting new agents, but, before you shut the idea down because you only want existing agents, just hear me out. I can show you how it’s a lead generation tool for your business too. It will generate buyer leads and seller leads.

Sound interesting?

Good. For $100 you could do a Google Pay-Per-Click campaign that gets triggered when people are searching the subject of getting into the business. They might be searching:

• real estate job
  
• real estate career
  
• real estate school
  

• real estate college
  
• joining ___________ (Keller Williams, REMAX and other franchises)
  
• getting into real estate
  
• Etc...
  
• (For a full list of keywords call or text Dan direct: 905-903-5442)
  

A hundred dollars would get me about 16 leads a month. It’s not a super competitive search term, and the average cost was $6 per lead. This is just one source of leads.
I always liked the visual of the old man in a boat with 15 fishing rods. He’s sleeping, and his dog is looking over the edge. Clearly, one of the lines has a bite. I always wanted to be that guy. Sitting back as the leads came to me.

During the course of this book and podcast, you’ll see different approaches you might like.
The Google leads approach I looked at as ongoing fresh conversations that helped build my database… but let’s face it - the 80/20 rule applies to everything. So 80% (more like 99%) of leads won’t become a producing agent.

So how do I turn a negative into a positive? One simple script. I’d call the leads back and say something like this:
“Hi, is this Joey? My name is Danny Wood from ABC Realty. You filled in an online form thinking about getting into real estate?”
Pause and let them answer.
“Hey, that’s really exciting! Do you know anyone already in the business?”  
They most likely already have a family member or friend who’s a REALTOR or broker. You’re just trying to feel out your competition here and make mental notes. If they do have family in the business, chances are they’ll go work with them. Regardless of their answer, you should continue with your conversation.
“Great! Since you already have an awareness and radar about real estate, I’m sure you’re going to want to hit the ground running. So let me ask this, do you know anyone right now who’s thinking of buying a home or selling a home in the next few months?”
This question leads many to answer with ego, showing the world what and who they know. It’s amazing! Even if you never hired them, you would at least have a fresh source of buyer and seller leads. Let’s face it, referral leads are the best, and they only cost you $6!! It’s kind of a referral? Right?
When I ask this question, you can almost hear their chest puff out. You can hear the pride in their voice. “Well, yeah! I know my mom is looking to buy, and this friend of mine wants to sell down the road. My neighbor, too… and ….”
By doing this, you’ll at least get an idea that they have an “inventory” already.
Now you can continue.  

“You don’t want to miss out on anything, and you’re not yet in the business. How far along in your schooling are you? Have you looked into the costs or time required to become an agent?” Pause, let them answer.  

At this point, I don’t get into the full details. I defer them by saying, “I have a word document that shows the schooling you’ll need, the costs involved and the time it takes. It’ll also show you how much you can earn as a real estate agent here in ______ (city).”

The word document I send them has the names of the local school(s), boards and associations, industry resources (like access to our online training), and a chart showing how much you earn if you sell X number of houses. Doing this saves time over the phone so I can get back to those buyer/seller leads they just mentioned.
It’s also a future follow up touch... “Hey did you get that email I sent? Did you have any questions…?”

Ok back to the call:

“You can’t actually help these people till you finish school… but I have an idea! What if I help them and you come in and shadow me from beginning to end? Like your own personal boot camp. I can show you the beginning of the transaction to the paperwork, marketing, and of course the closing. I can show you how to set up the prospect and do the CMA—all of that. I’ll even give you a game plan on how to launch your business. From building a database and working it for referrals to prospecting and generating leads. Sound good?”  

Usually, they’ll be really excited! You’ll get a possible, future agent, having established a good working relationship and a few prospective clients! And, for just $100 a month! Talk about a win-win!

Let’s say you start getting these “getting into real estate” leads. This keeps your pipeline full of possible recruits and possible buyer/seller leads too. In six months, these recruits will start finishing their courses and begin interviewing brokers. Who do you think they’ll be reaching out to when that time comes? Yep, you. Now, keep that up for six to nine months, and you’ll see a steady flow of people getting into the business every month!!

Question? Do you need to hire them all? Nope, not at all. Be selective. But, at least you get first chance, and, if you do what I said above, you’ll have gotten paid along the way too.

Synopsis

I always look for ways to get paid for building my database. When I started as a single agent, I worked rental leads because they closed in a month and I looked at it like I was getting paid to learn the business. I learned the paperwork, prospecting, follow up, showings, negotiations… all of it.

Advertising for new agents is kind of the same thing--only the buyer/seller referrals pay a much bigger commission.

It’s funny. I was actually on a coaching call last week with a BIG team leader. He currently has over 2,700 job applications to be his buyer agent!? Most of the leads are from the general public basically looking for a regular job thinking it’s hourly pay, and they don’t have the proper education.

Sources include: Indeed, LinkedIn, Monster, CareerBuilder, local classified ads, facebook marketplace, Glassdoor, ZipRecruiter and social media ads (I’ll get to this in another chapter), etc.

So, now, he has a new problem. It’s not getting the leads; it’s, “How on earth do you sort and process that many people?”

One-hundred percent of his leads all get funneled into a survey that asks them DISC profile questions because he’s looking for a specific person. It’s like 1% that make it through to talk with him. Before they even talk to anyone, the leads get redirected to do an interactive video interview.

The candidates watch a video asking a series of questions that have countdown timers before moving to the next question. Each question plays a different video of him asking the questions and showing his personality. Basically, it’s short, 30-second clips built into a survey. He makes it more interactive and personal during each question.

Now, what question do you think was a game changer? You guessed it! “Do you know anyone thinking of moving in the next 3 months?”

If answered yes, they get tagged as a “follow up” regardless of the DISC profile. These are really warm leads to pick up the phone and call. You have the right name, phone number, and email… and you know they have prospects for you!

Do you see how one approach can lead to many outcomes? You just need to change the way you look at things. I suggest you read this book with a beginners mind. Be a kid again and make your own rules. Experiment, play, and be creative. Get your hands dirty and start building ongoing systems that work. We’ll make this entire thing called “recruiting” actually fun.

Many times in this book, I’ll write out a how-to for my ideas. If you don’t like the idea, please skip the how-to part and move on. I don’t want to lose you on the details. At the same time, I want this to be a major resource for you, so I’ll go deep when I can.

The how-to parts might even change over time. For example, Facebook might change its dashboard, so my written text may become outdated or something. Don’t stress it. Just do what I would do--become a professional problem solver. Google search for the answer. Ask for help and fail forward. The winners will take my ideas and make them your own with whatever experience, drive and capacity they currently have.

Trust me. Small action is better over no action.  

So, if you liked this “Google ads recruiting” idea, read the how-to section. If not? Skip it, and I’ll see you in the next chapter as I carry on our coaching call.

How-to: Google Pay-per-Click Campaign

Before you even consider doing a Google PPC campaign, you basically need to work backward. You need a website, blog, or landing page to send them to, right? You’ll probably want a video at the top of that page explaining “who you are and what they’ll get for filling in the form?” After that, you’ll probably need an autoresponder and database to reply and follow up from.

My trick to setting up new systems is to break it into smaller parts like that and knock them down like dominos. One at a time.

So, let me help. In this case, we’re going to start with the video first. It helps to create the call to action and written text from the script. This can be used on the landing page, plus it can be repurposed as a social media ad.

Video Script:

“Hey, it’s Danny Wood from ABC Realty. Are you thinking of becoming a real estate agent in the ________ area? Fill in the form below, and I’ll email you the schooling you’ll need and the industry contacts you should have, and you will see how much you can earn as a REALTOR. I’ll be following up to answer any questions you have about getting started. Then, we can even invite you to our next training event!”

The Gear:

To be honest, any modern camera or phone will work, including what’s in your pocket. You can always switch out the video later with something polished and produced, but, for now, just get something done so we can work with it.

I suggest going in early when the office is quiet, turn on all the lights and turn off any fans. Humming appliances don’t sound like much until you replay the video. I’ve even unplugged refrigerators before. Set up a tripod at eye level by the front desk and stand with your company logo behind you on the wall.

The lighting and mic are almost more important than the actual camera you use. A lapel mic is best for the quality of sound, cost, and ease of use. The iRig lav mic (order the two-pack one here- https://www.ikmultimedia.com/products/irigmiclav/ ) is great because you can later use it for doing interviews. Two sound sources go into one video with no editing required.

As for the light, check out Amazon for the Aputure AL-M9 LED light. It’s super small and can be used on the go. It’s also cheap. It’s black, plastic and the size of a credit card. Don’t go for the newer red metal one. It’s overkill and heavy. I’d rather two of the cheap ones over the newer one.

Are you going to use all this gear as a reason to wait? Please just do a video today with the best of what you have. You can always update things later. I 100% get ahead because I don’t let limits stop me. I’ll always do the best, with what I have and improve over time. So, set a date now to start recording.

The video should be 30-60 seconds long. Don’t go over that. 1) People don’t care to watch you talk for that long. 2) You need the clip under 60 seconds if you plan on doing paid ads on many social media platforms (YouTube video ads can be longer).

Once you’re through, upload the video to YouTube, Vimeo, or your Facebook business page. You can embed these videos into the landing page you’ll be making next.

Check out my example of a video embedded. I like how it shows social proof. This makes it more real: www.brokeragenation.com/ambassadors  

The Landing Page:

Most of you already have a website. Ask whoever you pay for that service, “Can I (or you) make a landing page, new page, or a blog and, if so, how?” The answer should be yes. I assume they’ll send you instructions.

I suggest a new page on your website so the URL is clean. For example www.abcsample.com/joinus.  

If you use a blog, the URL will be a lot longer. If you use a landing page, it’ll be a hidden page on your site and won’t get any organic reach.

Do whatever works for you. My vote is adding a permanent page.  

The 3 things you need on this page should be the video, a call-to-action, your contact information, and a form they can register on. I like giving my information so it’s not behind a wall. I’ll actually type my phone and email so they can click it. Many people use a photo of the contact information, but that’s not clickable. Your goal is to make it as easy as possible to make contact.

One really cheap landing page builder is www.Weebly.com. If you don’t have anything, start with that. My book ambassador landing page is a good layout example: www.brokeragenation.com/ambassador. Do you can see how I have a video, my contact information, a registration button, and other resources? All your landing pages should follow that lead. It’s nice and clean, mobile friendly, everything is clickable, and it’s all related to one topic.

Most websites have a form builder. I suggest using one that ties directly into your database. That way leads get to be created as contacts and set on the proper follow-up list.
If you don’t know how, ask your database, “Can I make a custom form and embed it on my website? If so, can I set them on a specific follow up drip? If no, do you work with Zapier?”

If they do, great! If not, hopefully, they work with Zapier. If you don’t know what Zapier is, let me tell you all about it. Zapier is like a robot that takes data from one app and triggers action in another.
*This is too complicated for a book. Just know it’s game-changing if you never used it before. It works with over 1,400 apps & programs now. Ask me for a video on this. I made a tutorial on how to use it.

If you receive two “no’s” in a row (no custom forms and no zapier), no worries. Just get a new database… lol, just kidding.
Ok, next option. Find something that does. For example BombBomb can build forms, trigger drip plans, and is video based. This link www.bombbomb.com/?bbref=BROKERAGENATION gets you a 14-day free trial and my 90 business plan on calling buyer-seller leads.
MailChimp allows you to make contact forms that embed on a site.

Agile CRM is free and allows you to embed forms with an auto drip.

Whatever you use, the form should be simple. It should basically include a space for the name, phone number, and email address. You don’t want a lot of other gibberish on there. The more you ask, the less you’ll get. People get overwhelmed easily. In fact, if I go to a website that wants me to fill out a form or a survey and find that it’s two miles long, I’ll back out and say, “Forget it!”--even if I really wanted whatever it was they were offering for free.

Still feeling stuck? Call 905-903-5442 and we’ll “unstuck” you. ?

Follow Up:

Once you have a working form, you’ll need two things. One is to bucket, tag or label the leads so you can pull a list later and manage them. Depending on the CRM you used, they’ll title it differently. So, make sure you set that.  

I suggest naming it “Recruiting Prospects.” All recruiting leads get this so that you can pull a master list. You need this for doing mass emails, retargeting ads, pulling calling lists, etc.

I also suggest creating subcategories so you can manage the database better versus one big mashup. It’s better to break them down into smaller categories:  

• “industry leaders” – this could be speakers, coaches, regional owners, and anyone of influence
  
• “producing agents” – top of the market--say the top 20%
  
• “active agents” --  anyone doing average--the other 80%
  
• “new agents” – not yet in the business, but thinking about it
  

Having a clean database that works should be your top priority. Everything you do branches from it.
*I know that at every turn we discovered more and more to-do’, making it easier to say “F this.”

To me “F” stands for “Fun,” because it’s fun to get ahead of the competition! Some brokers let stumbling blocks like this totally stop them. Not you! You build from each checkpoint and realize everything you do snowballs so long as you keep failing forward.  

Consistent movement is the key, so be an adult and take action on the hard things. It’s amazing what you can do when you try. Don’t be like the others.  

Thank You System:
You’ll need a “thank you” screen or email of some kind when people register, right? Spoiler alert: YES.
Send them something like this:
Thanks, NAME, for registering. As promised see attached for the document on getting into real estate, the schooling, the contacts and how much you can earn.
We are actively growing and hiring new agents. How far along are you at becoming a REALTOR? Did you want to meet at my office for coffee and to chat about the business?
I hope to help,
Dan Wood of ABC Realty
PS: Do you know anyone thinking of moving? I can show you an exercise I did so I hit the ground running.

PPS: No questions are stupid. Please feel free to text me directly. I don’t want you feeling alone in this business. 905-903-5442
Access our online training at www.abcsample.com/training – my gift to you.

Test Before You Pay:
Now, that it’s all set up, I want you to test the landing page. Register with a spouse or partners email. You want to test two things: 1) that the lead received the thank you email, and 2) that you actually got notified about it and that the contact was saved properly in your database.
If everything is looking good, it’s time to advertise!
Setting up Google Ads (skip this chapter if you aren’t setting up the ads):
We can actually do this for you. Go to www.brokeragenation.com/recruiting or call me direct at 905-903-5442.
However, if you still want to set it up yourself, these are the basics.
Start by going to https://ads.google.com. It will walk you through step-by-step, but I have suggestions below for each part.
When you create a new campaign make sure you have display ads TURNED OFF. You only want Googles search ads, not the display ads.
I suggest $100 a month. I doubt many of you will need more unless you live in a super large city like Toronto or New York. Even then I say start low and build up when I’m ready. I’d rather you spread your marketing budget to multiple sources versus spending it all on one thing.
Save money for your events, Facebook ads, appreciation marketing, etc. Spending $100-$300 a month targeting new agents on Google is a good spread.
Ok, ready? These are my points to watch out for: [https://ads.google.com]
1. Location is everything:
Google will give you the ability to choose your geographic location for your ads. Delete any other geographic location it already has set for you. It might default you to targeting the entire country! Use your business’ address. You’re going to tell Google to set up a radius around your business of X amount of miles.
“How many miles?” you might ask.
That depends. How many miles can you travel from your brokerage in a half hour? That’s how many miles you want your radius to be.
If you’re not sure on the mileage, Google maps would be more than happy to help you. Unless, of course, you serve rural markets and agents drive long distances or work remotely.
When I targeted the $100 getting 16 leads a month, it was targeting a city that had a population of 300,000 people. I didn’t target the next city over because those agents would probably work at a brokerage in that area. Could I recruit them? Yes, but I’d rather target the best fits and not worry about the fringe.
2. Define and Promote:

Next, it’ll tell you to define your product or service.
Type in “Real Estate Agency.”
You use a long laundry list of real estate keywords to promote your ad. Some you might want to consider may include:

• “real estate”
  
• “real estate job”
  
• “real estate career”
  

• “real estate employment”
  
• “real estate school”
  
• “real estate college”
  
• “joining Kelly Williams”
  
• “joining Re/Max”
  

• “joining all the franchises”
  
• “getting into real estate”
  
• I have a full list of keywords available for download. Call or text 905-903-5442 so we can chat about the direction and the best fits. I’ll give you the full list.
  

When potential recruits search any of these keywords, you’ll come up numero uno under Google, and it’ll take them directly to your landing page.

3. Words can make or break:

Now, the fun part! You get to write your ad! You’ll be faced with a box filled with three lines: “Headline 1, Headline 2, and Description.”

“What the heck am I supposed to do with that?!” you might ask. Careful! I’ll get to that!

There’s a basic format for writing ads. You want the ads to match the topic they were searching. In this case, a sample headline would be: Hiring Real Estate Agents In The Miami Area (Toronto, New York, Durham Region, etc.).

Because Google limits you to so many characters per headline we put headline one as:
Hiring Real Estate Agents

Headline number two is where we’ll plug in the “In The _______(your city) Area.”

The description is longer. For that, you could put something like: “Thinking of becoming a real estate agent? We are hiring new agents. Training provided. Find out how to get started at ABC Realty.”

Depending on the length of your city and brokerage name, you might need to play around to make it all fit.

Lastly, on this page, it’ll have a place to choose where your clicks will send your “clickers” to. This is very important! Listen to the words that are coming out of my mouth!  

Make sure your destination URL goes to your landing page and not just to your website.

4. Bidding and Budget:

Here are a few extras for you. You don’t want your pay-per-click campaign to be one of the many that fail simply because it’s not set up the best way possible. There are many other tips and ideas, but here are just a few.

After you finish up your campaign setup, go into your page, pick your campaign, go to settings, and set up “manual bidding” for your clicks. Google loves gullible people. They’ll try to fool you into letting you let them automatically bid for you on your clicks. They’ll overcharge you *every *single *time.

Do away with the “Display Network.” Beside it, if you uncheck it, it should just say “search.” It wastes your money otherwise.

Another thing I’m going to hit is the “ad extensions.” Do you want your ads to look more robust and creative? OF COURSE, YOU DO! Ad site extensions.
These are basically links to your other pages, like your “we are hiring” and “free training” pages. You can also add your phone number and things like your address. Doing this will double the length of your ad, pushing all content from your competitors down further on the page, making it even more awesome! You’re doing great!

Pay-per-Click Payoff:

Unfortunately, you’ll have a lot of people who fill out the form during your campaign that just don’t follow through. Smile, though! It’s not a total loss! It’s a great idea to work this into a remarketing worksheet for buyer leads and seller leads. They, too, can be a buyer and a seller.

- - - - - - -  

This is a concept for one chapter of my recruiting real estate agents book. Please give feedback, ideas, examples & stories. I’d love to hear them.

Want the full book as a download? Become a book ambassador: www.brokeragenation.com/ambassador  

More ideas on agent recruiting? www.brokeragenation.com/managers and www.brokeragenation.com/recruiting  

Call or text Dan Wood direct at 905-903-5442 and email coaching@danwood.ca.

It’s basically a stripped down version of the ad manager. You can still run ads, but your options are extremely limited.

Years ago it was simple. Post something on your business page and everyone who likes your page will see it. Now? Hardly any of them will actually see the post unless you boost it.

Boosting posts are great for visibility on your content. Just make sure to pick the ones that have a good return on your investment.
​
Boosting increases your likes, comments & shares.

Boosting is usually best for branding plays with no call to actions.
 
Real Estate Examples:

• Open houses / new listings
• New team member joins your team / you join a team
• New office opening / new branding / new signs & cards
• Monthly market stats
• Local news impacting real estate (new highway, transit, taxes, mortgage, taxes changes, etc)
• Bragging (awards, sold over asking, etc)
• Exclusive listing / coming soon
• Just sold

You have 2 main options….

1. Target the people who like your page.
2. Target people based on demographics.

I’ll use the bragging post as a example for each:
​
********************** Watch video for examples (video at top of this page).

Example of targeting people who "like" my page:

BIG milestone ? and super proud of our team… we sold 168 homes last year! Making us the #1 team in the area based on sold stats below*

Thank you to all our friends and family who keep trusting us with the referrals of friends and family… because of you 80% of our clients came from referrals & repeat business.

#ThankYou for putting us on the map ?

Do you know someone we can help this year? Maybe it you? PM me and I’ll share my home buyer plan and/or home seller plan.

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?
Dan Wood Sales Representative
905-903-5442 – call or text.
ABC Realty Inc., Brokerage.
Thinking of buying: www.brokeragesample.weebly.com/mls-listings
Thinking of selling: www.brokeragesample.weebly.com/house-values

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​
* Stats based on residential units sold from January-December 20XX in the Oshawa area. Not intended to solicit buyers and sellers under contract.

Example of targeting based on demographics:

OPEN HOUSE alert ? this Saturday from 2-4 located at 653 Idylwood Crt Oshawa ?

Can’t make the open house? Request a private showing or virtual tour online ? (message us today).
It’s a legal duplex. Live in one unit and rent out the other! It has…

? 5 bedrooms
? 2 washrooms
? 2 kitchens
? 4 car parking
☔️ 1 car garage (attached)
? Listed at $699,000
 
?? Have questions? Want more info? Contact us directly below… or send us a private message.

---

?
Dan Wood Sales Representative
905-903-5442 – call or text.
ABC Realty Inc., Brokerage.

​Thinking of buying: www.brokeragesample.weebly.com/mls-listings
Thinking of selling: www.brokeragesample.weebly.com/house-values
 
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Not intended to solicit buyers and sellers under contract.

Probably not directly, but over time it’s a branding play and the cheapest way to remind your sphere of influence (database) who you are and what you do. A simple rule is 1-2 boosted posts per month running for 2 weeks at a time. Cost? Budget 5-10 per day.
​
You can also boost a ad directly from the ad manager. 

​Take a look at this cheat sheet. It shows the advantages with running ads using the facebook manager.

Click here: www.facebook.com/ads

Running ads using the ad manager is ideal when you are trying to generate leads.

Real Estate ideas:
 

• Open house list
• Video views
• Featured listing types (bungalows, townhomes, condos)
• When do I know if I should be running ads?
• Buyer seminars
• Seller seminars
• House Value Reports
• Just solds *example below*
• Buyer email alerts
• Investing in real estate info (listings, webinar, course)
• eBooks & giveaways
• Out of area listings (bait and switch, but in a good way)

Another home sold in the L1G area! [Oshawa, Ontario]

When one home sells it creates a chain reaction in the area. We are specifically looking to match up future home sellers with current home buyers in the L1G area.

Resent sales impact your homes value and because of the sale you now have a lower supply of listings in the area (and this is a good thing for you).
 
Curious if selling is your next option? Ask us for our home seller report. It’s a free information package that covers how much your home is worth, shows you homes you would be competing with and a copy of our home seller plan. We’ll also match you up with homes that fit your criteria if you are thinking of buying in the area. It’s like a passive way to do your information gathering.

It’s worth a talk. Our consultation is free and you only pay if your home sells. We have no up front costs and can go over everything in person, over Skype or simply by phone.

Call or text me at: 905-903-5442
Or email agentsemail@email.com
You can also private message us today. We’ll follow up.

---

?
Dan Wood Sales Representative
905-903-5442 – call or text.
ABC Realty Inc., Brokerage.

Thinking of buying: www.brokeragesample.weebly.com/mls-listings
Thinking of selling: www.brokeragesample.weebly.com/house-values

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​
Not intended to solicit buyers and sellers under contract.

Sorry, I didn't mean to yell. It's just that I see a missing opportunity with your business cards.

Why hand out your cards, when you should be capturing other peoples info and building your own database?
​
I use to use these free templates (you can download and have today)! See below...

These are great at open houses and door knocking. People feel comfortable writing on these cards VS a big sheep of paper. The paper subconscious feels like a contract... but these contact capture cards just feel more natural.

They also fit in your pocket so you have them at all times. They are also universal. Use them at events, networking, door knocking, open houses... basically anytime you are asked for a card.

* You still need business cards with all your info, but these are better 80% of the time (unless the other person has a business card. In that case just exchange cards).

As a real estate agent we know you have to do a lot of juggling… and it’s easy to forget something, or drop it in the cracks. Checklists are a proven system that mega teams and top agents across the country use.
Below are buyer and seller checklists for you as a real estate agent. Like a coming soon ckecklist, or a new buyer checklist.
 

That folder system is good, but personally I found when they were stapled to a folder... they could get easily forgotten about. So that’s why I used the poster style. I had 4 printed and pinned up on my office wall for the entire team to see and use. Above is what the poster style looks like. The 4 we used were; the new buyer checklist, buyer close checklist, new listing checklist and the seller close checklist.
 
Many agents are more comfortable with paper, but you can download these checklists and import them directly into your database. *Most databases don’t have a checklist feature, so I bet most will still enjoy the paper system. Use whatever works with you.
 
Real estate agent templates and examples to download:

• New Buyer Checklist – poster 11x17 (.ppt) (.pdf)
• New Buyer Checklist – file folder sheet 8.5x11 (.docx) (.pdf)
• Buyer Close Checklist – poster 11x17 (.ppt) (.pdf)
• Buyer Close Checklist – file folder sheet 8.5x11 (.docx) (.pdf)
• Listing Coming Soon Checklist – poster 11x17 (.ppt) (.pdf)
• Listing Coming Soon Checklist – file folder sheet 8.5x11 (.docx) (.pdf)
• Just Listed Checklist – poster 11x17 (.ppt) (.pdf)
• Just Listed Checklist – file folder sheet 8.5x11 (.docx) (.pdf)
• Open House Checklist – poster 11x17 (.ppt) (.pdf)
• Open House Checklist – file folder sheet 8.5x11 (.docx) (.pdf)
• Seller Close Checklist – poster 11x17 (.ppt) (.pdf)
• Seller Close Checklist  – file folder sheet 8.5x11 (.docx) (.pdf)

 
We made different versions for different brands too:

• Red
• Blue
• Orange
• Purple
• Teal
• Yellow
• Black

 
Want to copy & paste? These lists will get you started:
 
Coming Soon Checklist:

• Order up sign with coming soon rider
• Lockbox / keys cut
• Arranger home staging consultation
• Take measurements, taxes, condo fees, etc
• Photographer / video tour
• Write description, local schools, walk score, etc
• Get showing instructions
• Upload video to YouTube
• Upload video to Facebook page
• Do a coming soon blog before it hits the MLS
• “Just Listed” direct mail
• “Just listed” ads on facebook / Instagram around address
• Cross-reference our buyers to see if any matches
• Send email to team RE: new listing w/ client info & listing info
• Post for free on classified ads ie: Craigslist
• Add client to database (name, phone, email, address, client notes, spouse, etc)
• Add to database as a “seller” type
• Put on office tour?
• Set listing agent up on “MLS alerts” to new listings / price changes in the area
• Listing expiring reminder
• Send “thank you” note
• Ask for referral

 
New Listing Checklist:

• Order up sign (open house rider if doing one)
• Lockbox / keys cut
• Arranger home staging consultation
• Take measurements, taxes, condo fees, etc.
• Photographer / video tour
• Write description, local schools, walk score, etc.
• Get showing instructions
• Post on MLS
• Upload video to YouTube
• Upload video to Facebook page
• Newspaper / Magazines photo & description w/ call-to-action
• Do a “just listed” blog about the home and the area
• Email client marketing kit with blog links, photos, videos and my contact info typed to easily share
• “Just Listed / open house” direct mail
• “Just listed / open house” ads on Facebook / Instagram around address
• “Just listed / open house” post on business page and share on personal wall
• Print materials for house (feature sheets, business cards, sign-in sheets, etc.)
• Cross-reference our buyers to see if any matches
• Send email to team RE: new listing w/ client info & listing info
• Post for free on classified ads i.e.: Craigslist
• Add client to database (name, phone, email, address, client notes, spouse, etc.)
• Add to database as a “seller” type
• Add client to “seller drip / follow up” plan
• Put on office tour?
• Set listing agent up on “MLS alerts” to new listings / price changes in the area
• Set feedback / update reminders
• Listing expiring reminder
• Send “thank you” note
• Ask for referral

 
Open House Checklist:

• Install open house rider
• Print off feature sheets, open house sign-in registration
• Print off all active listings and solds for the area
• Post open house on MLS and personal website
• Facebook ads targeting the area
• Door knocking / prospecting the week before
• Email marketing
• Post on classified websites for free
• Call client to remind and go over mutual expectations / reminders
• Plan signs for maximum visibility and have proper number of signs
• Create marketing kit for seller “open house invitations” w/ photos, video, links to site and our contact info to easily share w/ date, time and address
• Follow up with all buyers / sellers who visited
• Follow up with sellers w/ feedback

 
Seller Close Checklist:

• Get copy of offer to other agent
• Scan email a full copy to client
• Copy to lawyer
• Make sure we have the deposit and do a receipt of funds
• Do trade record and all papers required by office
• Order sign down 1 week before closing date
• Install a “SOLD” sign rider
• Remove lock box, return keys, gather feature sheets and other materials
• “Just SOLD” direct mail
• “Just SOLD” ads on facebook / Instagram around address
• “Just SOLD” post on business page and share on personal wall
• Update database with new address, missing contact info & notes about deal
• Add to birthday plan
• Change from “seller” type to “past client”
• Remove “seller” drip / follow up and change to “past client”
• Make client “we moved” cards to hand out with new address
• Send them “moving checklist” with utility numbers and to-dos
• Ask for testimonial
• Ask for referrals
• Handwritten note / closing gift
• Call 7 days before
• Call day of closing
• Call 3 months later
• Close file

• Let manager know if they should be working with us and to call them (recruiting)

 
New Buyer Checklist:

• Are they working with an agent?
• Are they pre-approved / financing?
• Do they need to sell?
• Are they renting?
• Add to Database (name, phone, email, address, spouse)
• Add to database as “Buyer” type
• Add follow up date
• Add criteria and client notes to database
• Set up on “buyer” drip / plan in database
• Sign buyer contract and do consultation
• Set up to get matching MLS listing alerts
• Follow up to make sure they are actually getting the alerts and happy
• Ask for referral

Buyer Close Checklist:

• Get copy to other agent
• Scan email to client
• Get a copy to the lender
• Make sure we have the deposit & do a receipt of funds
• Do a trade record and hand in all required papers to office
• Suspend client from MLS email alerts
• Book home inspection
• Waivers / amendments signed
• Forward copies waivers / amendments to office and lender
• Send them “moving checklist” with utility numbers and to-dos
• Save new address in database
• Add to MarketWatch (listings and solds around new house)
• Remove from buyer drip plan and change to long term client plan
• Change from “buyer” to “past client” in database
• Add to birthday list
• Call 7 days before move in
• Call day of move to check appliances, furnace, AC, etc.
• Call 3 days after “how’s it going”
• Call 3 weeks later “following up”
• Call 3 months later “following up / referral”
• Facebook ads “just sold”
• Make client “we moved” cards to hand out with new address
• Ask for testimonial
• Ask for referrals
• Handwritten note / closing gift
• Set up on “anniversary” reminders – 1 month before date
• Close file
• Let manager know if they should be working with us and to call them (recruiting)

 
These are just a start. You should have things to add to the list that’s unique to you, your business, the market you are in and the required paper and procedures. I suggest reviewing these with your manager and team to brainstorm and add your own spin on things.
I hope you use out of these for years to come and I see them pinned to your wall one day. I know they helped me.

This is my top list of technology tools that real estate agents should be using. Below I cover free music for your videos, design & marketing tools, outsourcing and more!!!

Real estate seminars that not only provide ideas... but also show the process - from beginning to end!

• Download the AdCall sheet and follow up template here.
  
• ​Download the 90-day referral plan here.

Boomerang for gmail allows you to send emails later. You can also check a box that sends it back to you if they don't reply in a specific time (great for remembering deadlines):

http://www.boomeranggmail.com/referral_download.html?ref=vyc8t

BombBomb allows you to easily send personal videos (from gmail, any laptop and mobile devices). This is a video about the 90 day challenge. If you want to download the book it's saved here.

I also mentioned Contactually, Zapier and a few others. I have them all posted here.

Minibuk: http://www.minibuk.com makes those miniture little books. Great for direct mail and branding.

My Ribbon: www.myribbongift.ca is the gift books for $35 that are great for closing gifts. It's a Amway company so just know that. I just buy them in bulk and have sitting on the shelf.

90 Day Challenge: This is everything you need for the 90 day challenge...

1. Print and save the 90 day game plan
2. Resister for weekly reminders (only when ready to actually start the program)
3. If you plan on sending videos you'll need a BombBomb account. If they ask for a promo code enter: BROKERAGENATION (it unlocks the challenge within your new account). You can also do this without it and simply use your phone to make calls & leave voicemail.

Need help or have questions? Join our live Q&A sessions - every Wednesday from 12-12:30 est.

Get ready to start making your calls on Monday. 

PS: Don't do it alone... invite your friends :-)

You'll notice some of your AdWords keywords are labled as: "below first page bid"

In this video I show you how to find them & change them from a phrase match to a exact match.

This will lower your cost & increase your quality score!

Join us for a "invitation only" webinar on how BrokerMetrics® is used for brokerages to recruit agents, target office acquisitions and leverage BIG data in your local markets! (USA only)

Agent recruiting:

• Know for a fact what offices are in a decline (showing possible takeovers).
  
• See agent level market share (identifying key players in the areas you serve).
  
• Capture actual contact information for direct mail, social media targeting & more.
  

Office retention:

• Quickly see your agents year-over-year sales and predict the ones who need help before they leave.
  
• Create market stats that show your office strengths (great for agent listing presentations).
  

Knowing the key data is critical to making smarter marketing decisions when it comes to growing your brokerage.
Request a invitation to the next live session.