Rule based marketing (or programmatic marketing) is getting more & more targeted. It started back with Google PPC and you could set the rules that if a person is in your city & search “homes for sale in (city)” that your ads would appear.

Marketing has evolved since that. Now rules are being created based on our behaviours, what we are looking at, what device we are using, our social media profiles… and so much more!

As a real estate agent you can use rule based marketing to only connect with the RIGHT people, at the RIGHT time :-)

This video shows some examples. 

My article published at Real Estate Magazine (By Dan Wood):

A simple sheet of paper you can download right now will make your sign calls easier. It can be used for Internet leads, open house notes and all ad calls – anything you should be following up on. It’s a free template that you can save and change. It already has the basic sections you need. It covers qualifying questions, saves the contact info, has the buyer and seller questionnaire and includes a simple follow-up plan.

When I was new to the business I was fortunate to get cold leads calling me right away (Internet leads). It was both amazing and a total disaster at the same time. I’d have scrap paper with random notes written all over the place. Many sheets had the notes from multiple calls. I would scribble outlines to group the notes. I’m sure you can relate.

I also didn’t have a database… so follow up was 100 per cent by memory (not a good thing). So I thought investing in a proper CRM (contact management system) would be the fix. The problem was I’d still be answering calls when I wasn’t at a computer or logged in… so most of the time I was back to using paper.

Having a real database is important. I’m not saying this replaces it… but it is a structured way to have the first conversation. Hand the sheet off to your admin, or add them to the database after. But on the call you need to be “in the conversation” and basic pen and paper will always win the race for most agents.

I pre-typed this questionnaire and had it broken down into the main sections. I printed off photocopies – left some in the car, some at home and some at the office. You can start using this today.

Ever notice when you get inbound calls you’re not expecting it? You’re doing something else and not prepared for the call. This “lead capture” sheet will quickly get you back in the game.

The buyer/seller starts the conversation, but you control it by asking questions (the scripts). When the questions are laid out in front of you it’s easy, especially when you are just filling in the blanks.

I always started with the buyer section first because it’s easier to get people talking (dreaming). During that part I’d listen for appropriate timing to ask the qualifying questions (when they want to move, are they working with a real estate agent, are they financed)? If they were selling, you have a place for that too, along with all the questions needed.

No sign call is ever the same, so you need to have a real conversation and not sound like a nervous robot. Using a lead capture sheet allows you to organically make notes as the conversation is taking place.

Have you ever noticed that conversations flow back and forth from buying to qualifying to selling and you only get little parts here and there? It’s not like you can say, “Look man, I’m not done the buyer script so we can’t move on.”

No, you take what you get and bring them back if you can. Lead sheets are great for that. You sound professional, it keeps you on track and it forces you to ask the hard questions you might otherwise skip, such as are they financed and do they have an agent. You don’t want to scare them off, right?

Go ahead and download a copy. There is also a video about this on the homepage at remonline.com. Watch the video and leave comments to tell me what you think about it.

This video shows you how to use this simple system. It also has a cool follow-up trick for those of you who don’t have a database (and those who do, but don’t use it).

To download the Ad Call Sheet, click here.

To download a Follow-Up Calendar, click here.

Dan Wood is with Brokeragenation.com, training and recruiting company for brokerages looking to grow. He also works with Richard Robbins International (RRi). For coaching, guest speaking and events call RRi toll free: 1-800-298-9587.

1:00 PM – 2:00 PM
Don’t Lose ’Em (This session is for Broker/Owners & Managers)

2:30 PM – 3:30 PM

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• Release Your Inner Leader (This session is for Broker/Owners & Managers)
  

4:30 PM – 6:30 PM
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7:00 PM – 9:00 PM
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4:00 PM - 5:00 PM

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9:00 AM – 11:00 AM
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5:30 – 10:30 PM
Best of RE/MAX Awards Celebration (Ticket Required - $85)

9:00 AM – 11:30 AM
RU Ready to Lead? (This session is for Broker/Owners & Managers)

10:30 AM – 11:30 AM

• The Commercial Comeback: Is Your Brokerage Ready? (For Owners and Mangers of commercial offices)
  
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2:30 PM – 4:00 PM
Closing Session with John O’Leary

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Party with a Purpose with Keith Urban (Ticket Required - $75)

Market Center Health—Retention Vital Signs
Room: N226ABC Intended for: [Leader] (Presented by Mike Bastian) 01:30pm - 02:45pm  

Masters of the "Growth Initiative" - How They Have Leveraged the Pipeline Report, the Top-Down Report, and the Language of Real estate
Room: N121ABC Intended for: [Leader] (Facilitated by Madison Offenhauser) 01:30pm - 02:45pm  

The Team Leader Opportunity
Room: N224AB Intended for: [Leader] (Facilitated by Lesli Akers) 03:15pm - 04:30pm  

Home Run Relaunch
Room: N225AB Intended for: [Leader] (Facilitated by Smokey Garrett) 05:00pm - 06:15pm

Master Recruiters—Top Team Leaders
Room: N121ABC Intended for: [Leader] (Facilitated by Melanie Kenneman ) 05:00pm - 06:15pm  

Master the Tools of the "Growth Initiative"—the Pipeline Report, the Top-Down Report, and the Language of Real Estate
Room: W301BC Intended for: [Leader] (Presented by Mike McCarthy) 05:00pm - 06:15pm 

Grow a Market Center Through Its Associates
Room: N222ABC Intended for: [Leader] (Facilitated by Lucas Sherradan) 01:30pm - 02:45pm  

Increase Market Center Productivity—and Profits!
Room: N221ABC Intended for: [Leader] (Facilitated by Albert Laing of Market Leader) 01:30pm - 02:45pm  

Market Center Operations—Do It the Right Way
Room: N226ABC Intended for: [Leader] (Presented by Sherry Lewis) 01:30pm - 02:45pm

Megas who Made the Move!
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Pursuit of Profit Share
Room: N121ABC Intended for: [ALL] (Facilitated by David Jones ) 01:30pm - 02:45pm

Recruiting Megas with The ONE Thing
Room: W301BC Intended for: [Leader] (Facilitated by Brad Spink ) 01:30pm - 02:45pm

Roadmap to Recruiting Success Step One: Find and Recruit Your Next 100 Agents
Room: N127ABC Intended for: [Leader] (Facilitated by Georgia Alpizar) 01:30pm - 02:45pm

Use Your Market Center for Onsite Licensing Education
Room: N128AB Intended for: [Leader] (Presented by Toby Schifsky of Kaplan and Renee Helten ) 01:30pm - 02:45pm

Leadership: Recruit with the Language of Technology
Room: N126ABC Intended for: [Leader] (Presented by Jerimiah Taylor) 05:00pm - 06:15pm

Master Results By Mastering Conversations Between the OP and TL
Room: N125AB Intended for: [OP, TL] (Presented by Brenda Benson) 05:00pm - 06:15pm

Masters of the "Growth Initiative"—How They Have Leveraged the Pipeline Report, the Top-Down Report, and the Language of Re...
Room: N131ABC Intended for: [Leader] (Facilitated by Madison Offenhauser) 05:00pm - 06:15pm

Recruiting Megas with The ONE Thing (repeat)
Room: N127ABC Intended for: [Leader] (Facilitated by Brett Caldwell) 05:00pm - 06:15pm

Retain Your Agents through Production, Engagement, Recognition, and Culture (PERC)
Room: N121ABC Intended for: [Leader] (Facilitated by Georgia Alpizar) 05:00pm - 06:15pm

Roadmap to Recruiting Success Step Two: The Needs Analysis and Recruiting Presentation
Room: N227ABC Intended for: [Leader] (Facilitated by Rich Rector) 05:00pm - 06:15pm

Measure the Impact of Training
Room: N222ABC Intended for: [Leader] (Facilitated by Lee Stern) 01:30pm - 02:45pm

Recruit with John Maxwell's The 21 Irrefutable Laws of Leadership, Keller Williams Realty
Room: W104AB Intended for: [Leader] (Facilitated by Paul Morris) 01:30pm - 02:45pm

Roadmap to Recruiting Success Step Three: Handle Recruiting Objections and Close
Room: N227ABC Intended for: [Leader] (Facilitated by Seth Campbell) 01:30pm - 02:45pm

How the Best Fill Their Training Rooms
Room: N224AB Intended for: [Leader] (Facilitated by Beverly Steiner) 03:15pm - 04:30pm

Own a Gold Mine By Leveraging the R-S Process to Recruit Cappers
Room: N231ABC Intended for: [Leader] (Facilitated by Mark Olesh) 03:15pm - 04:30pm

Recruiting Luxury Home Specialists to Your Market Center
Room: N128AB Intended for: [Leader] (Facilitated by Lorri Cutler) 03:15pm - 04:30pm

Roadmap to Recruiting Success Step Four: Implementing an Effective Follow-up System after Recruiting Appointments
Room: N124AB Intended for: [Leader] (Presented by Rich Rector) 03:15pm - 04:30pm

Turn Your Market Center Training Calendar into a Recruiting and Retention Magnet
Room: N126ABC Intended for: [Leader] (Presented by James Shaw) 03:15pm - 04:30pm

Build a Team-Friendly Market Center Environment
Room: N225AB Intended for: [Leader] (Facilitated by Kay Evans) 05:00pm - 06:15pm

This is the full webinar by Dan Wood (real estate coach) & Andrew Kardos (farming NEWS letters). Watch as they talk about a 30 touch business plan, the cost of farming, samples of what to send & ways to get leads to your niche / micro site!

Real estate agents ask "how to start a farm" because they want to focus on listings. This video is packed with content and ideas :-) 

Get a trial account with BombBomb to test it out - 14 day trial. To save 15% use promo code BROKERAGENATION

Office managers are no different than the sales agents they recruit... "We are all people"

You could be an agent selling your service to the public, or a brokerage selling a place to do it from. Both cases require a positive mindset!

But above all... its the office leaders who need to see a brighter future.

They set the tone for the entire office (agents & staff). They don't realize we are all energy and feed from it. Setting low vibrations or high vibrations ripples the halls you run.

I was shocked last week when talking to two different Office managers (recruiters).

Their beliefs were so limiting I questioned (to my self), why would you be doing that job?

We were talking about attracting talent and lead generation. One said "the Broker didn't really want to grow". The other said "most of the agents I call don't speak the same language"

That's like your agent saying "my marketing is working but I don't want to spend anymore"

(#ProTip... If you have a system that cost $X per year and it generated $XXX in return, you would need to be nuts not to focus more on it).

So if you say things like "we don't want anymore agents" I think that's exactly what you'll get. Zero.

And not calling because of language? You can't be the only person who speaks your language in that market. It might even be a good thing because if you feel isolated you can be sure others of your minority feel the same way too! I think you might have an angle or common bond to build from :-)

If your role is to recruit and you say things like the above... I'd reply... "Go live a life of passion because this one is a dead end. You don't even believe in it, so why wake up everyday not feeling accomplished or unpurposed?"

Change your view. This is how:

Stick with the parameters but make your own rules - by making a game of it!

This week look at the 2 agents in your office bringing everyone down. Now think of 2 outside agents who could replace them?

Who are 2 outside agents who did a deal with your office last week? Ask your admin to print off a list.

Take a look and call the 2 that are a few deals ahead of the agents you want to replace.

If your example agents are doing 5 deals a year. Are any on the recruiting list doing 7-8?
(Don't get caught up on the numbers. It's the theory we are talking about here).

*its easy for your staff to print a list like that. Who did a deal yesterday & how many did they sell last year?

Now you are keeping with the limiting belief of how many agents the office can handle, but replacing it with the same bodies... Only now doing 4-6 extra ends with the same resources :-)

You now have the same overhead and agent count... but increased the bottom line. You are also creating a better environment to work in, and that's what counts.

If you want a sample script you can start calling with let me know. This idea is a simple system for ongoing prospecting.

The #1 thing most managers DON'T do consistently.
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Need help with the system and what to say when calling agents?

Comment below for the scripts and we'll see what other ways your office can grow :-)

#BePowerful

This is the start of a new blog that will help thousands of real estate managers, team leaders and broker of records!

Birth date: August 2013

#ThankYou

Dan Wood