So the job of marketing is really simple. A so here’s the thing, entrepreneurs, leaders, salespeople. We all want to create consistent, repeatable and scalable ways to grow our business and our income, and we want to do it better, faster and more seamlessly.
Why so we can actually enjoy our lives, take vacations and spend the quality time that we want with the people that we love. How do we do all this without spending a fortune or running ourselves? Ragged that’s? The big question – and this show is dedicated to the answer: okay, so welcome back to the podcast super excited to have Jason Pantano with us again, you all know Jason.
He leads marketing edge and got an overwhelming response and sort of demand for more. So now we’re gonna jump into kind of a three part series. We’re gonna go sort of marketing macro. Then we’re gonna go marketing, let’s, call it tactics and then we’re gonna go deep on just a whole bunch of questions that people are asking that they want insight on.
So so, first of all, Jason welcome back man, pleasure, okay, yeah thanks for in here. So so I thought we’d. Do is you know, maybe for the vast majority people you know could be around the world someplace and maybe getting to a marketing Edge ‘
S is maybe not in their immediate future, but marketing is the difference. It makes the difference right and, and we see more mistakes than we see sort of, let’s. Call it the right strategy, so I thought we’d start with is just a simple question like what is the? What is the objective of marketing for someone starting new or an experienced rock star that might be listening? I think that’s, a great question, so I think you’re, spot-on, first and foremost like people, people set up to do marketing like it’s, a chore sometimes or I see people who are like I can’t: wait to do this like it’s, a shiny penny exactly, but it boils down to like what’s, the strategy.
What’s? The objective? What’s? The goal yeah of my marketing and I think that’s, where people kind of screw it up. Based upon what I’ve observed they screwed up because they just start doing stuff like throwing spaghetti against hoping it sticks without really having any context for what am I trying to achieve here? Yeah, and so we teach this at marketing edge, pretty much out of the game, we lay a whole foundation for what is marketing and it’s.
A simple question, but, like here’s, the job of marketing it’s, got it’s, got a part, a and a Part B, the job of marketing the purpose. The goal of marketing is a Brandin which, by that we mean a context for who you are in your business.
What about who you’re for that kind of thing, where you serve what you do really to elicit one thing. I want people to trust me that’s. What I want to go for bingo and then Part B. So first it’s. The job of marketing is you got to generate trust via branding and then B is generate leads yes, so I’ve.
Seen no mistakes, a couple of ways: one people just go like they’re. Just over reaching for leads sign up for this download this opt-in for this they want leads, leads leads and what they hear every time these leads suck yeah they don’t.
They don’t even call me back and spring your cause that’s like because you don’t have permission. You haven’t, earned any trust with those guys right now, so you ‘ Ve got to put it in the right order of events.
Yes, my objective with marketing is first, I got a built, a context for my brand and in fact we actually teach this at marketing edge. Again. There’s, a principle in human psychology. It’s called the mere-exposure effect say that again there’s.
A principle in human psychology called the mere-exposure effect. We got as FMJ always go in there, those very much I thank you. What does that mean what it? Basically? It explains of why I think why marketing works, the way it works, and what it says in essence, is that people as consumers, just as people in general, they are more willing to buy from or hire from businesses with whom they are the most familiar.
And so there’s. This key word that word familiar, in other words like. If I don’t know you, I’m, not gonna become a lead. That makes sense. I mean you wouldn’t. Do it, if you throw an offer like hey, download this today and you’re in entered to win? I have no context for you, so just familiar equal trust that’s, so I think ever like there’s, a tank, I’m, familiar familiar familiar from it.
Seth Godin actually talked about this yeah. They’re more familiar. Somebody becomes eventually that turns into trust that’s. Why? I like this is a sidebar, but in Geographic farming, for instance, that’s.
Why there’s? No such thing as a come listing me call a come with me call means somebody hit a boiling point of enough trust for you that you got the call yeah now. Why did that happen? Because you’ve been working for 12 months 18 months, whatever building awareness and then it kind of spilled over the edges of here.
The lead literally fell into your lap. There’s, a reason why your database for most but okay, I want to go micro. L is just for a second. I think that the vast majority people listening right now, if I said to them, raise your hands.
If you get referrals from your database, their hands are all going to go up and then I say raise your hands if you know that it’s, actually a subset of your database that’s, really small that actually sent you referrals And no one else does, and everyone goes yeah, so you’re.
Talking like how do I become familiar, not just in a geographic farm. Is there netiquette like with every one of my I mean it could be with an expired listing. You could be at an open house right, it could be.
You know, on social right, so so the whole point of marketing, though, is I’ve got to create that context. Yeah people have to be. If I’m gonna make an offer, for example, in an ad yep, and the offer says download this sign up for this – create this search whatever whatever kind of business you’re.
Writing I mean we all it’s. If it’s sales, you need leads yeah whatever it is. This is ubiquitous yep. Well, I ‘ Ve got to have a context where people have enough kind of trust. Currency familiarity currency that they’re willing to take that step forward with me, so the job of marketing is really simple, a branding.
That means trust and be lead generation, which is the second mistake I see, which is where we’re different kinds of business owners. They just put a whole bunch of marketing out there, and then you know kind of it boils over the edge.
My database refers me, I get stuff for my farm like a come list me call, but that tells me you’re living off of the interest. You’re, not really going deep to. Actually, we’ve, tossed around the whole metaphor of chumming the waters before nice, and so it’s.
A I don’t know if people fish or not, but it’s, a deep-sea fishing technique. I wouldn’t, call myself a fisherman by any means, but it’s, a technique where what they do is they put a whole bunch of bait in the water, and the intention is to draw up the fish nearby.
So they can cast lines and catch them. Yeah. I’m, not insinuating that you should try to hunt for customers or anything along those lines, but that’s. The purpose of all your marketing, first and foremost, invite them into a conversation.
A story, whatever all the branding and all the familiar you know the trust is the chumming. Yes right and most people are like. I just sent an email out. Why didn’t, I get a response, a mailer. Why didn’t get response? I knocked on doors wide negative response.
I was illa leads. Why did I get a response, lack of familiarity, lack of familiarity and it’s and it’s. Also, a level of I haven’t gotten clear on what the objective is yeah. What am I ultimately trying to do and if I want to move, I don’t know if I want to hit the the blue ball into the corner pocket, I got to hit the white ball first into the blue ball.
To get it there’s there’s, a sequence of steps, yes to branding and then general, that’s, the job of marketing. So so right now in this, we’re, going all macro server. The person Ansel is saying don ‘
T think that we’re. You know we’re, leaving you hanging right. We’re gonna go through each one of these, but I want to go macro first. So macro I get it. The objective of marketing is great familiarity, trust that’s.
Your brand – and it also needs to generate leads talk to me about what I sort of sense in my thirty years, is in marketing there’s. A mindset for people there I mean, let’s, forget the people that just go.
Oh and just don’t like marketing, and they’d like to forget that group, like I’m, not gonna. I’m. Not even gonna talk those people, because those people have just they’re, not gonna do any business right like it’s, just it’s totally.
I’m. Referring to the other three camps, the the di wires right, the the shotgunners right who are just spray-and-pray on everything yeah, and that seems to be their mindset right and they complain about it.
But they still do it and then there’s. The outsourcers who just they just give it all away, and I’m sure there’s, another camp, which is like the people that just crush it and do it perfectly. But we’re trying to help people right now.
So talk to me about maybe your interpretation of di wires, the people that just shotgun and then ultimately the people that are outsourcing well. So I’d, say this. I think we’re talking in all cases whenever they are, the DIY are, is the shotgunners, the outsourcers and all three of those cases we’re talking about business owners.
I would contend yes, so they’re in that same camp and when I look at any business I mean any business net flix to Lowe’s to Home Depot to there’s company down the street, my business right, Any business sold us this table right yeah.
They have three main chunks of business. Three main departments of business they’ve got their operations, they’ve got their marketing in their sales. Yeah and operations is like that’s. What I sign, if I’m, a real estate agent, that’s, me being a real estate ages, showing properties going through deals, etc, that’s operations.
It’s serving my custom launch managing the money. Closing the escrow, I think I got my license to go yeah if I, but then the reality is I’m, not just in this case an agent I am a business owner and as such I then assume the responsibility for all the stuff that Makes this thing go, and that means marketing the job of marketing we just said is getting leads, and then I give those leads to a sales team.
Like I’m here with you, we got a sales floor. Marketing gives them leads. Sales follows up. Books: appointments gets customers, it’s, a very basic, yes, the way it goes. But when I talk about the mindset of most business owners, they’re busy that’s.
Their mindset they’re hurried, they want results, they look at their operations, as this is my job. So, for instance, my job is to be an agent. I need us to be fast and easy, and so either I become a DI wire and I do a little bit and good that’s, great oftentimes.
The challenge there is, I’m, not really investing the forethought forethought into the strategy and what I’m, trying to achieve hurrying up and getting something done, or they just love to do it and they spend all their time doing that And everything else falls apart.
Yes, yes, so I mean the mindset is very simple: it’s, an ownership of you know what this is a business. I’m running my business. They’re gonna be parts of what I do like my mother-in-law. She owns a flower shop just for instance.
Yes, does she just make flowers all day long? What do you think? Probably not? Probably not that’s right? She’s. Really she’s about what she loved to do, make flowers and flowers all day long. But what she really would love to do is have a business that’s, making a lot of flowers for sale.
For a lot of other happy customers, which is what she’s done, so they ‘ Ve got multiple office stop sites. Now they ‘ Ve got employees, they’ve got payroll, they’ve got marketing and customers and sales, and all that stuff, like her job, is to run the business.
So the mindset with marketing is a simple recognition that says I’m in business and because I’m in business, I became responsible for the strategy of my marketing plan. Yes, now, like you said, we’re gonna.
Do this in stages, so we’ll, get into tactics that doesn’t mean I’m, the one pushing all the buttons and everything per se, but I believe it does mean that listen. I understand that if I take the marketing out of my recipe of success, then I have no pipeline of leads coming in and if I have no customers leads coming in, then I got nobody to call no one to follow up with no possible pipeline of any Sort and I’m – going to be dry out of business before I know it.
So the mindset is this is a major piece of it. I need the right strategy and the right attitude to invest the time to learn what I need to learn. The skills I need to develop in order that I can make this a viable plan for me: does that make sense 100 %? Is there a book or two that you would recommend when you think about getting clear on your marketing strategy, your objectives and the two buckets and then ultimately their mindset? So one of the best books I think, and it’s, a super straightforward.
It’s very clear: it’s very tactical and – and I sort of praise it because it has yeah your your gut – that’s good to be out of spring. It’s brand time. Yes, this book, doesn’t, have a lot of fluff. It’s.
Just straight to the point which I appreciate it. It’s, donald miller’s book yeah, building a story brand yeah. I think it’s. It’s, written for business owners yeah. So I would recommend any business owner read it.
It’s, generalized marketing. It’s, not specific to a particular industry, but it’s applicable to all industries, because all businesses are really the same thing. Yes, if you really want to go stealing stuff sell stuff, yeah build stuff, sell stuff.
That’s. All it is you don’t have to build the houses, but you have to sell them that’s right. It’s, it’s the same so I would recommend that book is a phenomenal book. It’s, really the one I would start with.
If you want to go deeper into like the messaging of marketing and how to communicate in a way that’s, effective it’s, a classic it’s, the classic book it was written, I think in the 80s. It’s, influenced the psychology of persuasion.
Yes, that’s, a good one. Oh yeah just breaks down the six laws of compliance, which is basically the six laws of influence. How do I have to communicate in my marketing in order to get people to take that next step forward? Yeah, I would say Brian Robert Jill Dini, yes unbelievable book, I’m gonna throw a third one out.
Then please the 21 irrefutable laws of marketing or branding branding. Yes, yes, any one irrefutable laws of brain. I was in a conversation with mark Davison from thousand watt consulting, and we were chatting about a couple different companies that he’s.
Working on. I’m, like what’s, your go-to reference, but he’s like 21 and I literally looked out on my shelf and Mike. Yes, I have that also, and it’s all dog-eared and yes, this isn’t straight marketing, but also the referral engine is a great read, oh yeah from said John Jantsch, something like that.
It’s. A great read: he’s, duct tape, marketing guy, but yeah. He breaks down like what does it take to get someone to refer your business? What’s involved in that and it is it’s, an exercise of marketing, because what’s? A referral, if nothing, but I trust this person? Yes, yes, it’s, interesting thinking about reflecting on Tiffani Bova right who wrote the book growth IQ spoke at the summit last year.
I was watching the Instagram story of her again this morning and she said growth is a thinking. Game growth is a thinking game and I hope that is you’re listening this you that resonates, because Jason is a Sperry strategic thinker.
So let’s. Go to the next one. Let’s. Talk about mechanics right again. We’re talking macro marketing. Here we’re, not going deep dive into specifics as a whole, but sets up to comment. It’s, important that you always start with the right framework and that’s.
What we’re doing here so Tantra, is about the mechanics like give us the framework of the mechanics of marketing all right. So this is going back to probably the main framework. We teach a marketing edge and I’ll.
I’ll move through it. I don’t want to rush it. Nor do I want to take way too long on it, because this is kind of theoretical, but my thinking is like if you don’t understand why you’re, doing what you’re.
Doing yes and you’re better off to not do it at all, so we’ll, get to the tactics and all that stuff, but we ‘ Ll fasten them into a bigger strategy, so we teach a framework that we’ve, adapted it for our audience, but it’s really based upon the customer journey map, which a lot of people watching or listening to this podcast have probably Heard of, or they’re gonna recognize it.
It has three main stages so for those that haven’t give just a little insight all right. So the customer journey map basically explains and thank you for stopping me. It basically explains all right: everybody’s, a buyer of some product or service or whatever, and they move through different stages of intent in terms of their willingness to buy a particular service product whatever so where they out.
When I get them because the moment I can identify oh tom ferry, he’s, a lead, meaning he ‘ S got some measure of intent to buy from me my product or my services or whatever they are well. You might be at a very different place than say Richard, who’s right over there, hi Richard he might be like.
I got to do this now yeah, so I would treat you differently, so we keep it’s, basically a framework for where’s, a lead. Where is that prospective customer at in their journey to buy? Are they low intent, medium intent? High intent, and so does that kind of explain them alright, so it’s.
Another set three main stages: top a funnel like picture a funnel yeah top of funnel with large sections right. The world famous marketing funnel top of funnel says awareness, meaning. I’m open to a possibility about buying from you, yeah whatever it is, hiring you whatever.
Yes, I’m, not committed. I don’t have to do it, but I’m open to the idea of it. Middle of funnel was called consideration. It essentially says all right. I’m gonna. Do this it’s. Just a matter of when and what and where is what I’m actively, the kief idea is, I’m actively exploring my options.
Should I work with this agent or that agent? Should I go here or there should I buy this or that yeah choices, yes and then bottom a funnel? Is I’m in the decision mode, so it means in my own mind, I ready to make the decision to do to move forward to transact to whatever, and so we just talk about.
Where’s, my lead at when I get them, and quite simply, without going into all the details, because this takes honestly like this might sound boring to somebody watching or listening. But it’s, pretty darn illuminating when you laid over what y’all ready doing your marketing, because we literally spell out if a lead comes from Facebook, are they in the top middle or bottom a funnel like we spell it out? Extreme top extreme top low intent.
Well, how do I know that? Well, because, just for instance, Facebook, if I’m gonna run an ad on Facebook, Facebook’s, an audience based platform, meaning if you’re marketing to me what you do quite effectively.
But you’re. Targeting me, I did not ask to see your ad per se there’s, some criterion that’s. Put me in your list, but you’re. You’re, basically saying hey Facebook, everybody’s! Already on Facebook, you & # 39; ve got all the eyeballs all the attention.
I’m willing to pay you money to put my ad in front of Jason, that’s. What it is, Jason didn’t, ask to see it, but it’s being put in front of Jason. Yeah is the idea, and so the ads same thing as television same thing as radio right doesn’t.
Yes, yes, so to top a funnel, so that means I’m gonna make an offer that’s, pretty low intent. I’m, not gonna ask super strong super direct. Like call me to list your house right now, yeah that’s. What I keep seeing like that, that is the underlying number one call to action of like, for example, real estate agents down every forum.
Call me call me: they’re, not gonna call. You, though they’re, not or I even see like they, for instance, will say download this or do this smaller action. But then it still says call me: well now you’re diluting your call to action, but the point is: when you understand where the lead at is at like, for example, top of funnel awareness, they could be two years out yeah two years we Teach 18 to 24 months middle, a funnel, which includes, like Google, Ads or open house, leads people who sign in so for head up analysis, vast majority of them say like boom town.
All the you know all the sounds of PPC lease from super look at yeah. Those are all middle of funnel, which is 10 to 14 months out yeah. I was talking to an agent this week who was like I get. These leads from PPC leads, which is pay per click on Google, and she’s like and none of them converted it, and I just finally a few were starting to close and I was like, let me guess it’s been between 10 to 14 months – and she said well yeah and I said well, congratulations for the few with whom you axe stayed in contact because they’re converting now it’s, a nurturing game.
So the deal is when you get leads. The in between the marketing and sales team is how do i nurture these people to get into the next step bingo and if it’s, a bottom of funnel lead it’s like three to six months middle of funnel it’s ten to fourteen top of funnel it’s, eighteen to twenty four months as a rule of thumb, but the challenge most agents run into.
Is they get it’s like I got a lead yay, I got a lead. I’m gonna smother. I mean I’m either gonna not call them ever yes, which is a smack in the face against what they’re out like they’re, asking you to reach out and contact them and help them or like.
Let’s, say it’s. You ran an ad on Facebook, you’re an agent and the ad said: hey, you wonder what your home is worth find out for free fast, whatever mine, all right. Why not? I’m sure I just looked at a picture of grandma and then a kitty cat, but I’ll find out yeah, so I click the ad and do it and then I am bombarded with, like literally every single day three points.
It’s like voicemail text, message, email and then in a week I get that famous did I do something wrong email and it’s like yeah, you’re doing it now, because you think I’m Gon na buy a house that fast, I was low intent.
What I needed is somebody to meet me where I am yeah hold my hand, be the value-add, be the guide, so to speak, be the person who’s like hey no pressure. This is your time frame, but what you need now most is a sounding board, a resource that’s, who I am but Jason you’re taking like me, you know why am i doing all this stuff? I want business now like that.
You know that’s, what people are saying, but let’s, go back to the objective is create trust, familiarity or generate leads, and the top of the funnel is all about creating trust and familiarity and exactly you’ll.
Never get leads if you don’t have trust, and I get it like. I’m, describing what is a very cumbersome like. Oh my gosh, they say: building a business. It’s, a long term perspective growth as a thinking person thing on istagram the other day where he talked about.
This is hard yes and you’re right. If it wasn’t hard mm-hm – and this is so cliche, but everybody would do it yes, and the way I figure like going back to mindset, I figure is you: can either roll up your sleeves and accept? It is what it is like right now if we could go back in a time machine 30 years from now and say hey by the way.
In 30 years, as a business owner, you’re. Going to get facebook pages, you’re gonna get Facebook Ads manager. You’re gonna get Google, you’re gonna get youtube and you’d, be like this is amazing. I have a voice, I can actually get with customers and now flash forward to today and it’s, a chore for most people and they’re like this is too much work for the end result, but I’m, Like well, it’s, scalable growth, so I’m gonna give you guys a number for everybody.
Listening right now, a friend of mine – and I yes, I’m, an investor in this company and he’s, become a dear friend, Grier Allen. He’s. The CEO of a company called boomtown. We mentioned him earlier and there’s.
Many companies that do you know commissions in conversion, KB core yada, yada yada right, but you know I love boomtown, so he shares with me at his conference. Just I’ll. Give you one stat agents with 10,000 or more leads that they are nurturing keyword.
They’re nurturing, do an average of a hundred million dollars a year in volume. So what you think about like, like I didn’t, say to you: ten thousand leaves that come in that they try and work aggressively right now.
In the moment I’m going to buy and then give up on it and explain and then give up on or throw in some stupid. You know email drip campaign right and I’m, not saying they’re. All stupid, but some are, but you need to be thinking about okay.
This is my business right. If I had ten thousand people that I’m becoming familiar with, and they’re becoming familiar with me, adding a thousand people better starting to trust me like we talked about at all time that they actually are referring you business and You’ve, never transacted with them like ask yourself.
How many leads do you have in your database that you don’t really know right and they ‘ Ve, never done business with you, but they’re. Referring you like that’s, the game today right for the people that are thinking long term perspective, so back in the framework, when top middle bottom of the funnel anything else, to kind of close out that loop, cuz cuz, that’s.
A lot I just want people to I mean we could get into it a lot, and – and maybe we don’t, go that deep on it now. I think the basic principle to walk away with this. Okay, when I get a lead one, I’ve got to be tactical and strategic about.
How am I getting a lead? I got a great brand and Trust and all that first to get the lead and then B is when I get the lead. The gigs not up it just started at this point. Yes, and so I need to do an assessment of alright.
What’s? This person’s measure of intent. How do I determine that? How do I determine that in text email? You know a Bom Bom video, something like how is there? Is there a alright there, a tactic or two there’s.
Two, my framework there’s, a framework we teach give it to us on scoring a lead, um. Okay, it’ll. Take me like three minutes. Is that Alright, two or three minutes we have it go alright, so there are, you could Google how to score on it? I just told them: no, no! It’s, giving you the chance.
Give you the choice, keep going, I don’t want to so many frameworks and theories right now I want to yeah we’re gonna hey. We got plenty of time for practice. We’re trying to get people high level growth.
So thinking do I know I know action will follow. I promise action will follow. Okay, so, like you, could Google how to score a lead, and you’re gonna find, like four page assessments, yep, that you’re, never gonna use.
Now let’s. Just be honest. There are two variables that you look at to score lead and when I score a lead, I mean what are they at top middle or bottom, a funnel that’s? What I want to know, because yeah the gig is like job of marketing is get a lead right, that’s, the Ultima name, but then, when I get the lead, what do I do with this thing? Yes and my solution is: throw emails at it, throw text messages at it, try to convert it, convert to confer to convert it yeah, and then they put a restraining order.
It gets because that’s, not what they want, depending upon where they are or worse. They’re like a Zillo lead and their bottom of the funnel, and then I don’t, bother to call them back and they’re like smack to the face mm-hmm.
I want to go see this house today, and so you’re out over pour out of the gate, because you don’t know where they are so let’s. Look the purpose of doing this is to know where they are. How do I know where they are? There are two main variables I look at.
I could tell you, as a rule of thumb, Facebook top of funnel Google middle of funnel Zillow fizzbuzz expireds bottom of funnel, most referrals bottom, a funnel. The open houses could be bottom of funnel.
I could just say it like that yeah, but let me tell you why that is. There are two main variables and it boils down to the proposal and the placement. Those are the two words we teach at marketing edge and there’s alliteration, so they fit nicely together.
A proposal is nothing more than what’s. The offer I’m making. What am i saying to you? Am i saying download this PDF? Am i saying create a custom home switch? My website, am, i saying, try this free sample.
Is that what I’m doing on? Am i? What am I asking LC open house? Hey, I have a pocket listing. Would you like to see it at five right, Alice’s yeah? What am i yes see this house today, whatever? What’s, my offer and is my offer my proposal super direct, like think of a scale that slides either way? Is it direct meaning, hey, come see this house now like? Let me ask you just what’s more direct here as far as like real estate comes, come see this house today or do a free home valuation on your own time for free estimate? What’s more than erect that that’s way more direct, but again it’s.
Gon na be contact specific, which one do I want right, but that’s way more direct, but it’s, not necessarily what I want is what’s more closely tied to the transaction. So we look at the measure of how direct is this in terms of getting you getting you to take action on like buying the product and again we’re, also, some assuming lack of familiarity, not enough trust right in this Riley sage game.
Right. Right, so you want to go really soft. Give them what they want. Provide value with. Like you, don’t have to opt-in to my website. You don’t have to give me your email address. Just here’s. The information yeah I’ve got to make you feel at home.
First yeah take your shoes off relax whatever. So. The first thing is: how direct is my offer and when I say direct you can attach it to. If I sell shoes, then I mean buy shoes, yes direct yeah. If I sell shoes – and I mean indirect, then I mean something like come into our store today – something that’s, not gonna force you to ground yeah, take a look around see.
If you like it, yes does that make sense yeah. So the second variable is, we said the proposal and the placement. In other words, where was I at as a consumer when this offer was made to me, yeah was I on Facebook was I on Google? Why does that matter? Was that an open house? Well, it matters precisely in the MLS and my listing just expired yeah each one of those going to be very different, yeah so think about Google, for instance, versus Facebook.
That’s. An easy point of comparison: yes, on Facebook, how do I get? What makes me see the ad? Well, you put it in front of me. You decided to show me the ad hey. What do you think of this? That’s, that’s, the nature yeah, but on Google.
How do I see the ad I typed in what I’m? Looking for you tripped my keyword wire, so you asked me to go see my ad, which shows intent on your part, Jim, so the question becomes like the placement. In other words, where did I see your offer? Your proposal was it, and these are the words we use on the sliding scale, this one slides two ways to was it a platform where I was shown your ad involuntarily or voluntarily? Did I not seek it out, or did I seek it out, because I can I can sniff out your intent based upon how you sought out my ad yep.
I know that’s, kind of deep and heady. No, it’s. Actually very simple right: Stu Thanks! What am i throwing it at you or you, sir? Was it served up because it’s, exactly what you’re looking for so let’s.
Think about this. In the context of Facebook we know Facebook is an involuntary platform, meaning from an advertising standpoint. You decide to show me an ad yep, so what would be better suited because that and that’s, a measure of lower intent? Yes, so should I make a direct or an indirect proposal? What do you think super soft super indirect that’s right, but then you’re like well Jason.
How do I ever get a lead and that’s? Why? I have to watch the future episodes because we’ll talk about the purposes of warming up an audience and remarketing what a hook. Ladies and gentlemen, what a hook I do teach marketing.
Yes, this is good. Okay! So let’s. Talk about just the knowing your audience right, I mean, I think it’s. It’s, so funny like we just came off for a couple days with Jay, Abraham and like early Jay, or I actually could think one of my speech.
Coaches, yes, I’ve hired speech coaches in the past. If you saw me speak 30 years ago, you would be horrified, but my very first speech coach said rule number one is know your audience right know know your audience.
Then he said Tom no understand, validate honor appreciate respect all the different variables inside the room. But what are you thinking of when you say know your audience when it comes to marketing? Is it I would put it like ideal customer? So we ‘
Ve talked about this before there are really two questions. I think you can ask yourself as a business owner again, no matter what your business is, that can help you identify like who’s. My customer and the questions are I didn’t make them up.
The first question is: what’s? The problem my customer has but doesn’t want mm-hmm the other question, which is an inverted one of that is what’s. The result my customer wants, but doesn’t have any other day like who’s, my audience.
Well, it boils down to what is the problem I’m solving or the result I’m, creating that they want that’s. What my audience is now let’s. Talk! Let’s. Talk real estate, for example, what’s, the problem or the result that a real estate agent fulfills for a consumer – and I mean externally it’s.
They help them, buy or sell a house right, but let ‘ S. Be frank about that you don’t need an agent to do that per se. Not really you could do for sale by owner. Make me move whatever yeah. You could be the one who says I’m, the DIY or when it comes to doing it myself so like that’s, a dime-a-dozen type of a solution.
I was reading a so I have a coaching client, and this is this – is super specific. She’s in Nashville. She’s, a rockstar agent, hmm, and she gets a lot of calls off of her Zillow reviews. So I looked at her Zillow profile I’m like.
Why does she get so many people who call her to want to work with her off of her Zillow reviews? Hmm, what has she tapped into that other people haven’t tapped into so I read her profile. I was actually looking at it this morning.
I read her profile this morning and I was like I get it now out of the gate, her biography. It’s, got five star reviews: lots of reviews, recent reviews, great picture, a great headshot, all the bases right, but then I read her reviews and it says in all caps: bigger is not always better and then it starts diving into what I promise You is when you work with me.
I will not hand you off to somebody else and you will work with me the whole time and I will look out for your interest. Yadda yadda yadda. What did she just appeal to? Oh first of all, the first-time buyer, the hand-holder, the person that you know like so yes, I got that.
I think everybody’s, because every team now is going. What do I do well, but that’s, the 180 principle yeah. They’re doing their thing because they could make it have a similar script but says: hey, listen.
If your agent became and capacitator unavailable to help, we have a whole team. Think of a basketball team. We all play all teams whatever plenty of scripts. I mean it’s, all framing from that standpoint from the team standpoint, but my point is she found a way to accentuate what she’s, doing as a value proposition and and and what it really did.
I led with it yeah. She led with it, but it really it showcases her understanding of who her audience is right. Yeah. She knows what their what their real problem is. The problem is not that they need to buy a house.
They can do that themselves, yeah. The problem is, they want to work with the trusted expert who’s, not gonna leave them high and dry at the moment that yes, most important mm-hmm. That sort of explain that I think every listener got that yeah.
Give us another example: okay, knowing my audience another example, I think like Carolyn Young with expireds, I think of you know there’s. Some end that we have. You know I just had with Becky barrack up and up in Washington who’s.
She’s, a good price point. I mean there’s there’s, so many magnificent people and I’m. Just thinking of, like you know, I’ll talk about my critic, go all right, so my critic, and by the way I’m gonna give her a shout out.
Can I shout out the agent I was I was. I was yeah, I was hoping you would. If we’re gonna want to go to her page and go. I’m stealing that yeah well, you can give her referrals if you do Jennifer turbo field, rockstar agent in Nashville, really really great Nashville, Brentwood Franklin, alright, so Mike Rennick, he’s in Florida Mike so Mike does an incredible job.
Generating leads on Facebook, in fact he’s, got about 20,000 leads. He’s generated on Facebook in the past couple of years and they’re all super high top of funnel and he is so unbelievable at nurturing between reaching out via phone reaching out through emails through value ads.
And if you I’m on his drip, so I’ve gotten a voicemail before and the voicemail is like: hey it’s Mike just reaching out to see how you’re. Doing today. Hey, listen! You don’t have to call me back if you don’t want to out of the gate he said, but I just want to check in and see.
I want to make sure you’re, getting the search we set up for you and if you need any tweaks, whatever have questions just give me a shout again. If you don’t need to call back don ‘ T call back, but if you do, I’m totally here for you and he just kind of peppers, those out, but two years yeah and his phone rings about once a night and it’s like hey Mike.
We’re coming in town next week. We’d love to look at some properties, yada yada yada. It’s, a second home market, that kind of a thing yeah. Why? Because they trust him. Yes, we note that no pressure is no pressure.
They’re gonna buy when they buy the challenge. The problem you solve is not getting them to buy or getting them to sell yeah. They’re gonna. Do that yeah? It’s. Will they do it with you yeah? What’s? The problem you saw that they can ‘
T do so like Mike. He knows his audience because he knows they’re gonna buy when they buy yeah and all he has to do is be a knowledge broker is, and so what he does is increase four videos a week and then they’re Part of his custom audience remarketing on Facebook, which we get into.
They’re, getting the emails, they’re doing all that kind of distribution, but this is why we start with the strategy. First, what’s? He saying he’s, saying no pressure from me yeah. I’m here to serve you.
You might want to know about this. You might want to know about this that by the time they reach they’ve mature through that funnel they’re. Just like hey Mike, we’re ready. I mean that’s. The conversion is seamless.
You talked about skills of conversion. Yes, the best way to convert leads is to get them early and then mature them slowly slowly, slowly until they just love you, yes, and there’s, this mutual respect and rapport, and they just of course, we’re gonna work With you, who else would we work with? Yes, I’m, very familiar the concept, thousands of videos on YouTube.
You’re, like I just feel like. I know him right and thank you, everybody that’s on that right. It’s like that’s. Why we do it! Thank you for trading it’s, creating familiarity, creating trust, providing value.
No ask just. We’re here when you’re ready that’s right. I’m gonna go different direction with you yeah, so we talked so much about positioning right, positioning and strategy as as sort of the framework.
The beginning of any good marketing campaign or any good business technically one of the the seven positioning strategies is certainly to go after a niche right. So you ‘ Ve got Geographic farming.
You’ve got social farming. You’ve got first-time homebuyers, you’ve got I specialize in duplexes. I specialize in you know, mid-century modern in this part of town. I specialize in fix and flips there’s.
There’s, an notice notice of defaults right. You just go right on down that non-owner occupied it’s right over and over and over and over and over to each one of those then require the same sort of thoughtfulness and and thought through on both the framework of top of the final Middle of the final bottom of the funnel, as well as who is that sort of ideal customer, and how do I treat them do I need to ask both those questions.
I suppose that that could be the case. Okay, but I don’t think it has to be the case, and so, like the person who came to mind, can I give you another study sure please Eric Eickhoff, he’s in Minneapolis, just crushing it right now runs a brokerage And a team it’s like 30.
He’s, just crushing it right now, good job, Aaron yeah. He is, he has a really strong attraction. Marketing attraction play for investors or wannabe would be a Nestor’s beautiful now that’s, not all they do.
They work with investors. They work with traditional resale, whatever they do. Robert operators of this conversation yesterday, yeah yeah, so I do. I do all that yeah, but one of their main kind of like Chum branding sort of plays that they do is they do an event every week in their office.
Now they rent a space in a we work, shared workspace, so they do an event every week and it’s promoted through Facebook, and so they will create a Facebook event for the for the whatever it is like. So, for example, they got a guy to come in who’s like how to own 400 properties under 40 years old yeah.
So they had that kind of a headline yeah and then they just boost it to the whole area. They do so, they get the event on Facebook, they boost it to everybody and then to get tickets. They’re free tickets, but to get a ticket you go to event, page yeah yep you go to Eventbrite and then you, your registration register sheet.
Yeah here’s, my name number email, Eventbrite literally, it goes on the wallet of your phone. So, like you just get scanned when you get there yeah, he’s like four hundred tickets. On that event, and his show rate was like 80 % Wow like they had to shut it off, it was, it was nuts and they’re doing it once a week they’ve had people from like bigger pockets coming in.
So he’s. Really here’s, my point: he’s, taken the niche of we look at real estate as wealth building mm-hmm. Now that does not exclude you.