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How to Get More Listings in 2022 Using The Real Estate Influencer Strategy

how to get more listings in 2022 using the influencer strategy

If you are a real estate agent that is looking for more listings in 2022 then you should watch this 3 part training session on how to get more listings in 2022.

The Influencer Strategy teaches you how to Future Proof your real estate business in 2022 and for years to come.

Hosted by Howard Chung VP of affiliate sales for John L Scott real estate. Howard Chung has been in the real estate industry for 25 years as a top producing agent, manager, executive, and coach.

This is a 3 part video series that will cover:

  • Modern Seller Lead Generation Techniques
  • Video Communications 2.0
  • Engaging Clients ‘Upstream’ and ‘Downstream’

Along with some follow up action items, access to download the slides of the presentation and the tools necessary to build a real estate empire.

How to Get More Listings in 2022 Using The ‘Influencer’ Strategy Video Part 1 of 3

How to Get More Listings in 2022 Video 1 Highlights

How to Get More Listings in 2022 Using The ‘Influencer’ Strategy Video Part 2 of 3

How To Get More Listings in 2022 Video 2 Highlights

How to Get More Listings in 2022 Using The ‘Influencer’ Strategy Video Part 3 of 3

How To Get More Listings in 2022 Video 3 Highlights

THE INFLUENCER STRATEGY WORKSHOP SLIDES

For access to the slides used in the full presentation you can download them here:

https://www.dropbox.com/s/6qpitko3yud28uy/Influencer%20Workshop%202022.pdf?dl=0

Post workshop follow-up items:

1. Be sure to create a repeating/recurring calendar event for “Calendaring, Collecting, Categorizing, and Campaigning” at least once per week where you are committed to connecting with people through video, email, zoom, text, social, face-to-face, etc. The link to the content calendar can be found in the Scripts #1 above.

2. Work on your Objectives and Key Results (OKRs).  Here’s a link to the book, Measure What Matters by John Doerr https://www.amazon.com/Measure-What-Matters-Google-Foundation/dp/0525536221/ref=sr_1_3?ie=UTF8&qid=1549516618&sr=8-3&keywords=measure+what+matters

3. Work on your CRM/Database including name, telephone, email address, home address, home value, where they want to move next, etc.  Don’t forget about the the UCR Labs as a great resource: http://ultimateclientrelationship.com

4. Purchase Tools such as microphone, tri-pod, ring light, and Osmo Pocket video camera/gimbal https://www.amazon.com/ideas/amzn1.account.AGIZY4Y5I6EE5VRGQKHAORS3QR7A/N75YFDZLIFRC

5. Create a free Zoom account and practice sharing your screen with one another.  Then be sure to send the calendar invite to clients and give them a market update!  https://zoom.us/ 

6. Download the Google Photos App on your Phone and send one on one videos by sharing the video link once uploaded to Google Photos from your phone.  You can share the photo link through text but DO NOT try to send the massive native video file through SMS/MMS.  Alternatively, sign up for a bombbomb account http://bombbomb.com/johnlscott

7. Grab ‘B-Roll’ video footage every time you’re previewing, showing homes, out in the neighborhoods, etc.  Remember they should be 3-5 second clips (don’t worry about your audio for these clips).  Create an archive of video clips in the cloud like Dropbox or Google Photos (download the app and login at https://photos.google.com/)

8. Download the Promptsmart Pro app https://promptsmart.com/ for your phone and use the teleprompter function.  Write scripts of hyper-local communities like your favorite neighborhoods, streets, sub-divisions, restaurants, plazas, etc.

9. Try out https://www.wevideo.com/ (mobile app and web versions) and/or Canva.com to bring together your video clips and voiceover to tell a story of your community, neighborhood, interviews with clients, local business owners, school teachers, etc.

10. Visit johnlscottboost.com and be sure to start a boosting campaign (re-marketing) to your spheres of influence with these videos!

Thank you and we hope this helps you with how to get more listings in 2022, and be sure to send me examples of some of your videos!

HOW TO GET MORE LISTINGS IN 2022 | VIDEO TRANSCRIPT

HOW TO GET MORE LISTINGS VIDEO 1 of 3

VIDEO 1 – 00:00 | INTRODUCTION TO HOWARD CHUNG

I always like to remind people that I sell real estate. Whenever you hear a speaker talk and they’re talking about real estate strategies or tactics you should ask if you actually sell real estate. Some experts haven’t sold real estate. 

I still remember all the emotions when your own business life is going up and down and when clients’ lives are going up and down. I think that’s very important in terms of context, whenever you hear somebody speak and share about real estate strategies..

I think the principles are very much the same over many many years and generations

because we are just people. Technologies change, certain tactics change, consumer behaviors change,and that’s what we’ve got to adjust to.  We need to recognize consumer behavior is changing and where our behavior is changing. Those little  nuances.

Some people disagree with me and say you should just make a phone call. I’ll talk about that as we go along, but there are certain principles that exist. 

VIDEO 1 – 1:04 | WHAT IS AN INFLUENCER?

Let’s talk about something called the influencer workshop. Do you all know what I mean by influencer?

Let me  explain what I mean by influencer because influencer can literally mean a social media influencer or media influencer.  There have always been influencers in various ways but the media that they’ve used has been very different. 

Right now we’re in something called web 2.0.  I’m not going to go too much into the Metaverse conversation but we should understand a few high-level principles. There used to be something called web 1.0,  then web 2.0  and now we’re entering into a phase called web 3.0.  

Web 1.0 was the classic where you went to a website and you looked at information on that website. You needed to have search engines like Alta Vista and Lycos,for those of you who remember those days, Yahoo became very popular in that space. You would search for websites by going to a search site, this is pre-google days, and everybody had an AOL email address and we had the dial up classic internet connections.  

Fast forward all the way to something called the dot-com boom followed by the dot-com bust.  Those were all centralized web services or web 1.0. 

Then comes Web 2.0 that is not even that old actually.  What is Web 2.0? The high level concept is ‘we created the internet’ or people created the internet. Web 2.0 is a lot of the social media content that we create. You didn’t create the content on web 1.0 you just visited websites so it was a one-way experience. Web 2.0 is creating the internet with everything that we share. 

At the same time mobile devices are starting to become very popular. You’ve got the content being created by the people using mobile technology and then higher speed internet. Because if you remember in the early days where it was 3g. It had a very slow internet connection, you could not even watch videos on the early mobile devices, you could barely share photos.

Fast forward and there is this major shift and ongoing improvement of mobile technology. We’ve got to stop thinking about mobile in terms of just the phone in your pocket,  mobile now is the mobile watch. There is no need to have my phone. If your watch has its own radio band we can literally make phone calls, ect. It’s not like this is even new but all these radio devices are so fast on all the smart devices now. 

We’re also going to have AR technology in our glasses, in combination with 5g and fiber internet. You add that on top of these trillion dollar companies like the company Meta.  When I say Meta people sometimes don’t realize that Facebook is now under the brand Meta.  Facebook,Instagram, Whatsapp, Oculus and others are all under the Meta brand.

According to a New York Times article that came out earlier this year 25% of jobs hired by Meta are for web 3.0.  it’s for the Metaverse that hasn’t been released yet. I have a friend who works at Meta and he’s an engineer and a developer and I asked him “what do you work on”? He said most of us are working on AR Glasses.

VR is different from AR. When I say AR a lot of people associate Pokemon Go, but do not associate Pokemon Go with AR. The way that Zuckerberg describes Pokemon Go is more of a geo based game that’s not actual AR.  With real AR you will have a heads-up display.  Many of you have seen cars with heads-up displays, you can see through that heads-up display into the glass. A quick little notification you see and it is very clear. 

Apple has patents for AR and VR and Facebook already owns Oculus the VR glasses. They’re in a race to develop these AR glasses. I asked my friend what the goal is for his department and he said it’s so you no longer need your mobile device.

Facebook and Instagram, which are all about the mobile device, are working to make it so that you don’t need the mobile device. Your day-to-day communication, all the notifications, everything that you need it’s all built into the AR glasses.

By the way, your mobile device is no longer a communication tool, it’s more of a video consumption device. We used to use it as a phone and for texting. If you actually measure the number of hours per day on the average device it is used for video consumption. 

You used to need an iPod then an iPad for consumption.  Mobile devices are so big now you can pretty much consume constantly on them, it’s a consumption device. If our phones are a consumption device and we recognize what influencers are then the question is ‘who am I  influencing’?  What’s the content that Ii’m sharing that’s going to help me be an influencer moving into the future.

There are crazy influencers out there and I am not talking about them,  I’m talking about us being the influencers. We have to have an influencer strategy as part of our game plan, part of our business plan. 

I have to have an upstream game plan all regarding influencer strategy.  We’re going to talk a lot about that.  We’re also going to talk about time management. I think it’s great to have ideas and strategies but unless you actually have it built into a regular rhythm of your day it’s pretty much useless. It’s good to have information but there’s a lot of people with a lot of brain knowledge and they don’t really do anything with that. 

We have to have a balance between knowledge and execution. Execution occurs through our habits and that’s back to time management. We can’t manage time we can only manage ourselves so we’re going to be talking a little about that later.

VIDEO 1 – 8:46 | THE INFLUENCER STRATEGY

In order to talk about the influencer strategy we need to ask ourselves ‘what do consumers want?’ 

We should look at things like the 2021 Profile of Home Buyers and Sellers by the NAR and the number one thing that a real estate consumer, a buyer, seller or homeowner, is looking for in a real estate agent is the reputation of the agent. It’s actually the same every year. 

If I’m gonna move from here to Arizona or to Florida or anywhere in the world, I need a real estate professional  who has local knowledge of real estate markets, the communities, the schools, the local restaurant scenes, all the things that you like.  If you’re gonna move somewhere you want somebody with a really good reputation. now

I don’t want to just go to somebody that is an influencer. I want to make sure that they have an understanding and knowledge of the real estate market and the local economy. I want to be able to trust in somebody. I want somebody who’s honest who’s not going to lie to me, that’s reputation 

  • Is the agent  honest and trustworthy?
  • Is the agent a friend or family member which also is associated with honesty and trustworthiness?
  • Agents  knowledge of the neighborhood 
  • Agent has a good personality and is a good listener.
  • Reputation of the agents firm

The Influencer Strategy is the answer to how to get more listings.

VIDEO 1 – 10:08 | WHAT’S YOUR REPUTATION?

I’m looking for a Seattle specialist, you should use Jason and Joe, even though I was just recommended the very first thing I do is Google them. The very first thing that shows up on google is the reviews

I hope every one of you is not just on Zillow reviews. Zillow reviews are kind of secondary at this point. The very first place you’re going to be searched is not Facebook, it’s not Zillow, it’s Google.

If I type in Cindi rice real estate, Cindi Rice Seattle or Cindi Rice John L Scott and boom it instantly pops up because you created your local Google Business profile, which takes you minutes. And I don’t see any reviews, you’re in trouble.  

How do you get a Google review super easy? You just say, hey friend, hey sister, hey brother, hey mom, hey kid write me a review please. The review from your broker is, hey as the managing brokers of this company Ciindy is one of the most professional and consistent… Then there’s this nice leadership review. 

Sometimes you have a client testimonial and it’s on Facebook or Yelp.  Copy and paste what they wrote on Facebook or Yelp and email it to them and say, ‘hey here’s a link to my Google Page, would you click this link and copy and paste what you wrote for me right onto there’? 

Where else should you have reviews?  It’s okay to have the same reviews in different places. I’m not even talking about Zillow. It is fine to have them there and you have to have enough reviews on zillow.  Realtor.com is fine to have.

The three places I would focus most in terms of reviews is Google, Yelp ( if possible, the thing with Yelp is unless you happen to know somebody who yelps regularly then your review will not stick. It’s written but it never shows up or never populates which is fine) and the 3rd place that most people forget is Linkedin. You’re working in a city, if I work for Microsoft it’s linkedin, and I go to Linkedin I need a recent review on Linkedin.

Some of you have not updated your Linkedin and you really need to make sure your Linkedin profile is up to date.  You have a professional photo, you’re sharing content on there from time to time and just make sure your profile is complete with reviews.

Google, Yelp and Linkedin. If possible facebook then zillow and maybe realtor.com.  That’s all part of reputation.

I would use keywords like: honest and trustworthy, friend or family member, knowledge of the neighborhood, good personality and is a good listener, reputation of the firm

Was I honest and trustworthy? Yes. How was my communication? Wonderful. Would you write something specific along that line?  Then I see the stars and if I did drill down at all on any of those reviews, boom, this individual is solid. 

Cindy was recommended and referred and popped up as soon as I started Googling her and her reviews are solid. That is a concept that you really need to do. How to get more listings, make sure you are getting some reviews written for you.

VIDEO 1 – 14:00 | COMMUNICATION SKILLS

  • Honesty and integrity
  • Knowledge of the process 
  • Knowledge of the real estate market 
  • Communication skills 
  • Negotiation skills 
  • People skills

These are all very important. When it comes to communication skills we all think we’re good at communication.

Agents are notoriously horrible at communication. If you have been in the business for a while you know that some agents just never respond to you and you’re doing a deal with them. How in the world is that agent in the business? They literally do not respond, they don’t pick up the phone, they don’t respond to text, they don’t respond. How is this person in business? Sometimes they’re successful! 

Communication skills are so critical so we need to understand how the other person likes to communicate. That’s such an important piece to make sure you’re talking about your level of communication.

We will cover this in more depth later in the video.

VIDEO 1 – 15:20 | HOW TO TAKE NOTES

I would recommend as you take notes you put a little checkbox next to the note. You’re making a commitment when you create a little checkbox and over the next three to five days, it cannot be seven days if you take a class a week ago you’ve already forgotten a bunch of stuff, so within the next three to five days max you commit to an action item. Today, tomorrow or the next day, up to five days you are going to do this action item. Committing to it right now because that’s what’s gonna make a big difference.

For Example, checkbox number 1: download the slide deck. Checkbox number 2: review the notes.  Checkbox number 3:  Memorize the 6 areas of content.

VIDEO 1 – 16:09 | 6 CATEGORIES OF CONTENT TO IMPROVE REPUTATION

We recently had the Olympics and there were three medals: the gold medal, the silver medal and the bronze medal and there are 2 categories of content ideas in each level of medal. If you’re going for six percent of commission make sure each area is worth at least one percent. This is the best way to get listings in 2022.

VIDEO 1 – 16:20 | MARKET EXPERTISE 

#1 is my Market Expertise. When somebody says, ‘how’s the market?’ Remember it is how the market is in relation to them. That’s the question.

You cannot say the market’s fantastic, it’s incredible and they are thinking; ‘oh really I’ve just lost like the last seven offers I’ve written’. It sucks for them and you were saying it’s fantastic. ‘Five percent interest rate crap it was a three now it’s at five my payments have just gone up sucks for me’.

You need to understand the context of the question. It is How’s the market relevant to me. What’s the market is also what’s the job market, what’s the local economy, what’s happening in the national economy,  what does it mean the war in Ukraine, the more knowledge and news that you have the more of a market expert you will be.

My trust in you starts to increase the more as you’re able to talk about things like, the days of inventory,  percentage of homes that sell in the first 30 days,  what interest rates mean for me, the fact that you understand what an ARM (adjustable rate mortgage) is. There’s people who might not know what an ARM is.

Why is an adjustable rate mortgage very relevant for you to understand right now? Because the interest rates have gone up considerably and it may be a better financial fit. The average life of a mortgage used to be all the way down to two years, maybe five. Do you really need a 30-year fixed rate of five and a quarter when you can go for an adjustable rate mortgage? Chances are you’re not gonna keep your mortgage for five years.

Maybe this is your first home and you should go ahead and get an adjustable rate mortgage and make it more affordable so you can actually buy the house. Then if the economy does shift and there is a recession what’s most likely going to happen if the inflation isn’t going to go up well it could go down.  It could be fairly safe to get an adjustable rate mortgage. Go ahead and talk to your mortgage advisor.  If you’re absolutely fixed you’re going to keep it for 30 years even though most people don’t, that’s great. 

That’s all knowledge, information that you’re sharing, that’s all market expertise.  You understand the real estate market, you understand the ebbs and flows and all these changes that are happening and you’re gonna have confidence when you’re able to talk about the real estate market.  

Whenever somebody asks you a question like how’s the market?  (this is just sales 101, when somebody asks you a question you’re able to ask a question back) What are you looking to do?  What’s your current situation? Always ask a question back.

VIDEO 1 19:38 | MARKETING EXPERTISE

What is your Marketing Expertise? The fact that they understand that you are a marketer, that you understand how to market homes.

I always need to be sharing content in relation to ‘when I list the home one of the first things that i do is I check to see if there’s…’.

If you guys are gonna actually sell a house in the suburbs what’s the first thing you’re gonna be curious about? I would say the internet. I was just in Pullman. I saw a new development and right on the A board they marketed Fiber. We’re out in the sticks. What’s the situation with the internet? fiber, we got fiber. That’s huge,  some people hate Comcast, for example, what’s my alternative?

What about all the 5g, AT&T, Verizon and T-mobile commercials we are seeing about the 5g devices. With download speeds like 500 or 600 down. People have a lot of mixed reactions with them in terms of actual use cases. I had it for 3 days and it just wasn’t good enough yet. Where these things are available makes a big difference, the internet is huge.

What’s the water situation, what’s the internet situation then what are the restaurants like, what’s the school’s like, what’s all these other things but the internet thing is huge.

One of the first things I check when I market a house is if there’s alternatives to Comcast. What’s the high-speed internet connection? Is there 5g available? All those little things I additionally market in terms of how I market a home.  It  is so crucial especially in a COVID Post COVID  environment and moving into the future. It’s just one of the ways I market homes.

I’m constantly doing a listing presentation all the time because I’m just giving a quick little marketing tip.  Such as; ‘hey everybody happy Spring if you haven’t checked your attic and your crawl space this is an important time for you to do that’. Why? What are you checking for? When you check a crawl space or an attic look for water and pests. I’ve been in so many home inspections where we do the home inspection and we discover water which can be a major challenge to a transaction’.  

One of the first things I always like to do is tell everybody to check the crawl space for water and check the attic to see if there’s been any water intrusion over the winter time. You might discover that there was water leakage somehow. Take the sniff test which is if it smells funky at all. Mold, water or pest situations are a major issue especially if you’re not trying to finish a transaction.

Get it taken care of early. That’s a great marketing tip. Get ahead of that rather than taking the listing and finding out there’s dry rot or there’s water or there’s pests. There’s all of all these things now you have to do before you actually get the house on the market.

Do marketing expertise types of things; ‘hey everybody I’m with my home inspector today and we’re about to do a home inspection but before we start Mr. Inspector: What’s the first thing you do when you come to a house’? 

I do what’s called a walk around’.

‘During the walk around what are you looking for’?

Anything that’s touching up against the house, any kind of dry rot situation. I’m looking through my binoculars. I’m looking to see the debris on the roof. I’m looking for some basic things. You can walk around your house like you’re a home inspector and see if there’s any brush, etc…’ 

This is all content gold.  Every single time I’m in a home inspection, every time there’s a sales meeting or my mortgage person shares updates that are content.  If your mortgage person shares about the fact that jumbo rates are actually lower than conventional rates, what the heck jumbo rates are lower than conventional so if you’re gonna get a mortgage close to 760K you might actually end up being able to buy more house, get a higher mortgage to be qualified with a slightly lower interest rate and get a jumbo rate. 

These are all about market expertise, marketing expertise and having an understanding of  what you can talk about.  Listen and make little notes about content gold. The best part is you don’t even have to say it yourself.

Something like, ‘hey everybody I was just at a home inspection, I was just at a sales meeting and my mortgage person was just talking about this and that. Tell us Mortgage person one more time what you were sharing today about this and that’. 

Next thing you know all you’re doing is you’re interviewing. You’re curating content from somebody else but it’s through your channel.

Market expertise and marketing expertise is about  increasing your reputation. If you’re a brand new agent and I know you from your old world, your reputation with me right now is I’m not quite sure. I know your reputation in a certain context but not in this new context as a real estate expert.  Now I feel a little more confident referring to you and using you for my own sale. Asking you questions about real estate. That’s all part of reputation. Make sure we understand marketing 

Let’s go over the silver medal. Just imagine if I was doing gold medal reputation content on a regular basis I’m going to be fairly good. 

VIDEO 1 – 25:18 | NEGOTIATION SKILLS

When it comes to negotiation skills people make up stuff all the time which I don’t appreciate. I appreciate it from the perspective that we do need to be able to say something but if you don’t actually have negotiation skills don’t say that you have negotiation skills. Work on your negotiation skills. Read a book.

Nine out of ten agents have not read a negotiation book, nine out of ten agents have not taken the negotiation class, one out of a thousand agents have gotten their CNE, the Certified Negotiation Expert designation. 

I want you to be a negotiator for me especially in a market like this. Where especially if you’re representing the buyer I need a really solid negotiator.  

Hi, it is Howard Chung. In today’s video I want to talk about something called the black swan. The black swan is a negotiation theory that most real estate agents don’t do. The worst thing that can happen is you go into a transaction and the deal falls apart  because of an unknown.  A black swan is what’s unknown of the unknowns.  I always try to discover those early on so that the transactions stick together all the way through closing and no surprises happen.  It’s just one of the strategies that I use.

‘That sounds amazing’.

Black Swan is a strategy from the Chris Voss book, Never Split the Difference.  The staple negotiation book.

Do not use the win-win strategy.  He negates the whole win-win Harvard negotiation strategy. When you hear about the  win-win and win-lose it is based upon the Harvard negotiation strategy.  Chris went up against those guys at Harvard and now he’s the one teaching the classes at Harvard of that whole process.

It’s very important for you to have a few negotiation skills and he gives great phrases such as; How do you want me to do that? When you ask a question like how do you want me to do that all sorts of stuff comes out from the other party. I’ve got 3 more negotiation skills than the next person.

Hangling, by the way, is not negotiation. Whenever you split the difference you are haggling and just because you like the process, you don’t mind it or you’re a little bit more of a hard-nosed haggler that is not negotiation.  You can actually kill transactions and deals through that process.

I knew a great negotiator. He was a negotiator for Boeing in terms of multi-billion dollar deals. Do you think he’s a hard-nosed haggler? No, he’s a researcher. He does a ton of research constantly. Who’s my client?  What’s the need? He dives as deep as possible and doesn’t make assumptions. Ask the right questions, that’s negotiation. 

When you are really really good with some of those negotiation questions and your approach. Face to face and voice to voice is different from an email. Nine out of ten agents will just email back and forth and never even meet the other party. That’s your best shot of negotiation? What? 

Negotiating with your own client in terms of having conversations like how much do you want this property? What would happen if you lost this one? What would happen if in three years another house like this one never comes back on the market? Interest rates have actually gone up as well as if home prices go up and you would never be able to afford a house like this again how would you feel? How much off are you asking right

Now, for what purpose? 

You understand. Your ability to negotiate on their behalf is with your own clients sometimes. There’s so much in terms of the negotiation theory and understanding. Become an expert at negotiations, make it a goal. Negotiation theory, by the way, and your ability to execute it takes years of practice. Just like the Chris Voss situation, asking the questions, understanding how to utilize all those strategies and skills. Just understand them, just use some of the negotiation skills. 

There is a book that is literally one of the best books in the world called, Influence. If you’ve not read that book, read that book. 

If you’re a personality type that buys books that never reads them and it literally sits on the shelf don’t buy the books. I kid you not, you buy a book assuming that you’ll read it.  You won’t read it. If you’re in the car and you’re listening I think everybody should have an audible account. Audible, do the month subscription.  

Download, Never Split the Difference which is your negotiation book already mentioned. Download Influence by Robert Cialdini which is an amazing book.  He’ll go through all the strategies of influence, not influencer strategy, the things that cause people to make decisions. 

Understand a few really solid negotiation skills and that way you’re gonna become a negotiator and that’s content for you. ‘Hey everybody, one of the additional ways I  like to negotiate is I like to instead of just emailing a contract, whenever the agent’s available Zoom in with them’.

There’s a whole talk right now in the state of Washington about also making it illegal for the love letters thing. I think we might become the second state to abandon love letters. I always like to talk about love letters because some people really like love letters. Ii used to teach them way back in the day before I understood what it actually did in regard to diversity,  the whole fair housing act and all the different ways that they can actually be abused.

The other thing is you can give them all this emotional information with this love letter from the buyers they can give to the listing agent and the listing agent gives it to the seller and the seller can get mad at the listing agent for sharing that love letter.  You’ve just influenced them  to pick this offer which might be lower than another offer but I feel guilty for not giving it to that person. You should have never given me that letter. There’s a whole lot of theories regarding love letters now I’m in the camp of no love letters just the terms.

If I know a reputable agent, who’s a producer, who’s ethical I’m gonna do a deal with them and feel really confident as an agent. Versus just like what company does this agent work for. I’ve never heard of this agent.

You can do a little research and maybe find out they only did two deals last year. I know I’ve got to do double or triple the work. I’m going to be less confident in that agent unless I’ve had a conversation with that person. They’ve given me a little confidence.

‘I’m  just letting you know if you do a little research on me. I know I’m a newer agent, however I just want to give you some assurance that I’ve done all the right things.  I’ve got a really solid team behind me.’

‘Thank you so much for sharing that I’m much more confident’.

I’m just more confident in the agent having done the due diligence. You can even share something like, ’last year 100% of my deals went to closing on time with no delays and when I present my client I go through every last detail and also we’re fully underwritten’.

When you’re able to articulate those details, even as a new agent, the other agent feels much more confident. Versus just a, ‘hey I just emailed you an offer text’. That’s all good but you can take it to the next level.

How to get listings in 2022? Make sure that your negotiation skills are on point.

VIDEO 1 – | 32:50 OPERATIONAL INTEGRITY

Operational integrity means that my transactions are tight,  not Lucy goosey. I’ve got a process regarding the transactions. 

‘Hey everybody it’s Howard Chung with John Scott real estate. I just want to let you know I just did an analysis and I knew this all the way through but in all of the last two years during COVID every single one of my transactions 100% of them closed on time’.

If you’re able to share something like that online my confidence in you and my idea of your reputation just went up. 

If you’ve ever done a real estate transaction where there was a delay and you were nervous about it closing at all or on time, that’s a big concern for a lot of people.  One thing I take a lot of pride in is my operational integrity. 

I like the word integrity, people like the word integrity, so you use the word operational integrity.

It has everything to do with the transaction process and the negotiation; it’s the overall process. Basically saying I’m an A-type personality even though you’re not you’ve got A-type transaction and management processes. You need to be extremely tight when it comes to real estate transactions and you share that.  

Pay attention to the 6 categories and create content on a regular basis in regard to that whenever a situation happens during a real estate transaction. Jot down a little note, you all have a notes app. Your notes App should be constant  content.  I should do a video about this one, got to do a message about this one.

Every time you get emails that come from your mortgage person, title and escrow any of those types of things take a minute to read it just 60 seconds.  There’s content gold here.

It Takes 60 seconds to review a title,  a lot of people just file it, they don’t read it at all.  Take 60 seconds to just make sure you’ve glanced it over, no big deal. 

‘Hey everybody just wanted to let you know one of the things that a lot of agents do is they don’t even review the title, they don’t review CC&R’s, and resale certs. I take the time to understand what’s basically going on because it is critical for you’.

Then share it, but you can’t say if you’re not doing it.  

Number one it’s increasing your operational integrity,  increasing your negotiation skills and then sharing the fact that you’re being solid about that. 

VIDEO 1 – 35:23 | CONSISTENT COMMUNICATION

Consistent communication, not constant communication, consistent communication. Consistent communication is, I know how often you like to be communicated with. Minimum once a week, minimum.

‘Hey Terry, it’s Howard happy monday just want to let you know we had the open house over the weekend here’s the statistics,  here’s what happened,  you could take a look at the links below it was a great open house. We’re probably going to get two offers on the house I’m anticipating on the tuesday offer review day’. 

‘Terry, just wanted to let you know we’re still waiting on the appraisal. I’ve made a bunch of communication calls calling in favors because the appraisers are so backed up right now as soon as I know I’ll let you know, I still don’t have the answer though’.

That’s better than not telling him. Or hey, I  was waiting to get the answers and then I was gonna tell you.  I have to tell them.  Every single Monday after the weekend I’ve got to do a little update to all my sellers.  

I will save some of you some time or maybe you have already felt this.

‘Hey jason, just want you to  know a brand new listing just hit the MLS and I want to tell you about it and meets all of our criteria’.

‘Thank you so much but we actually bought a house three weeks ago’. 

‘What, where did you buy’?

‘It’s not your fault it’s completely outside the area I told you we were looking in and it’s more expensive and it’s much smaller in lot size and square footage. My mom just happened to text me. I toured the listing and the agent there said they had three other offers and I had to write it with them on the spot. Thank you so much, you are great’.

Whose fault is this? It’s my fault. 

If you have a buyer that is a B1 meaning; ready, willing and able buyer who’s waiting for a house to come on the market they will not wait that long. They will get anxious and because you’re not showing them what they asked you to show them because it doesn’t exist it’s your fault.

‘Hey Jason, happy Monday. I know nothing this last week came on the market; however, just for fun, it went a little higher in terms of price and smaller in square footage out further into the boonies. Just for fun, I’m going to text and email it. We might want to take a look at it, just for fun’.

At least once a week if not twice a week. 

Just for fun is a magic word, it’s a magic word you should use all the time.  Just for fun, just for kicks.  ‘Hey, just for fun, I was out there anyway’.

Whenever somebody says we’re looking for a house in Bothell…

‘You know what’s really nice?  Mount Vernon.’

‘It’s like 45 minutes from Bothell.’

Just for fun, it’s beautiful out there. Do you know what you can get for $800K’?

‘I never thought about that.’

‘There is high speed internet there’.

They think Bothell is more affordable than Bellevue but it is still so competitive, good luck. This is the world we’re living in.

Keep consistent communication once a week at a bare minimum. 

With your B1’s not your B2’s and B3’s. Again, a B1 is a ready, willing and able buyer they’re ready to buy right now with no contingencies.  B2 is somebody who has a contingency of some kind we need to wait for some reason. Such as they need to get their credit in order or we need to sell a house first or something to that effect. B3 is someone who if the perfect house came on the market in 10 years I might look at it. 

A B3 is often a B1 that you don’t know because they’re about to get fired or they’re about to get a divorce or they’re about to have a baby. There’s a whole series of things that can happen where a B3 instantly becomes a B1. They didn’t even think about it, just keep that in mind.

VIDEO 1 – 39:46 | TECH STACK

The number 6 content category for how to get more listings in 2022 is your Tech Stack.

I’m not very techy’.

Don’t ever ever say that, if you have a mobile device you’re techy. You’re tech savvy enough and you’re becoming more. You are literally one Youtube video away from being way more tech savvy on that one topic than everybody else. Never give that impression that you are not very tech savvy, you are. 

Go to Costco, ‘hey everybody it’s Howard, I’m at Costco today and I just bought a bunch of these Feit wi-fi light bulbs. These are smart light bulbs for every single one of my listings. These are Google and Alexa enabled. Remember when they used to cost $50 back like eight years ago, they  are now $5  and there’s no hub necessary.  I can literally take my  app and change all the colors.  Most homes have an Alexa or Google device.  I just swap out the bulbs and check this out… Alexa turns on the kitchen lights. Boom, Alexa changed it to the Seahawks colors. Boom, that’s so cool right? It just makes the house look a little cooler. For every single one of my listings I like to change a few of the light bulbs and put out a little sign that says’ Alexa turn on the lights’.

Now I am a tech savvy agent. I  highly encourage you to start understanding everything regarding tech.

‘Hey everybody, iI just watched a youtube video on cryptocurrency,  I just watched a youtube video on decentralized finance called defi, I just watched a video on,  iI just learned about, I just heard about, I’m here at Best Buy and I  want to feature…’.

You’re now looking very tech savvy.

Hey everybody, I just got a new CRM system, our new whatever system’, there’s always something new you can talk about briefly.

You’re very tech savvy’.

All the little tools. ‘Hey everybody, this is my cool little gimbal or camera or whatever,  you always look tech savvy’.

People  want to work with somebody who is tech savvy or tech forward.

6 broad categories that  you can do millions of pieces of content around, 1%  for each one. You won’t get the question, ‘What kind of discount would you give me’? 

I’m constantly working on my reputation in those three medals or six categories and that is how to get more listings.

HOW TO GET MORE LISTINGS VIDEO 2 of 3

VIDEO 2 – 0:00 | TIME BLOCKING USING THE CALENDAR APP

Here’s one of the biggest problems of all. Go ahead, take out your phone and open up your calendar app. Open up your calendar account, everybody has multiple versions of the calendar app.

When you look at today you can scroll right and almost every single calendar app is such that when you make it horizontal it shows you the week view. What’s nice about the week view is it shows you what’s happening this upcoming week. Now, swipe left and it’ll show you what you did last week. Simple concept right?

The thing that is not calendared as a repeating event, by the way a lot of us don’t do repeating events, are your daily routines.

Everybody here for the most part eats every day, everybody here for the most part sleeps every day. I would recommend you actually put sleep in your calendar, it’s important to sleep. What’s your nightly routine right before you sleep? I don’t even call it sleep, I call it refresh, dream, meditate, rest, relax, literally words matter.

These are the things that I’m doing during this time and it’s consistent. One of the things that’s not a repeating event for most of you is every Monday at nine o’clock communicate with your existing buyers and sellers. I think that should be built-in every single 9 a.m on a Monday. Could be earlier if you’re doing a one-way push. People are super impressed when email communications come early, not text necessarily because if they’re later people. If you send an email and it comes in at 7am people think they are communicating with me early. If there’s a one-way video push where you are updating the seller on a Monday morning about what happened over the weekend, that’s super impressive.

Every single Monday moving forward I do my updated communication with my B1s and my sellers, those people I’m communicating with. 

Then there needs to be a block of time when I’m doing business development. I like Mondays for this, you know why? Hopefully you met some people over the weekend or you got to do follow-ups on monday.  You can’t wait 3, 5 or 7 days to do this stuff.  If you meet somebody on a sunday, especially at an open house, the latest you’ve got is the next day or Monday. It should be at least one level of communication the same day.  

‘Hey we met at the open house yesterday,’ ‘hey we connected over the weekend remember me’? Monday is an immediate follow-up so I’ve got that time blocked up. 

A really good time for follow up to connect is right around that 10 a.m to Noon time frame. 

Before 9 a.m is when we are all most creative, assuming you had a relatively good night’s sleep. 

Have you ever been on a walk and you’re not thinking about anything and something brilliant pops into your brain and you’re like i should write this down?  But you don’t.  You should.  Sometimes you wake up in the middle of night with a brilliant idea. Write it down. Keeping notes out is a good habit to have when you’re in the shower.  Do not listen or consume in the shower. My recommendation is to think of shower time as creative time. Let your brain actually come up with creative solutions.  When you have a problem, write this problem on the bathroom mirror.  A little note taped up there and in the shower without you having to come up with it, it will naturally come to you. 

The most creative time is somewhere between 5:00am and 8:00 am for 99% of people except for night owls. For most people that’s a really important time where you allow creativity to occur, so let that happen.

10 a.m all the communication that only requires a little creativity.

Anything that doesn’t require a lot of creativity such as admin work is 12pm – 3pm. Admin work doesn’t require you to be too creative.  

You can follow up on communication and all that kind of stuff throughout the day but just know that you are the least creative around that time frame.  Those are  little cycles to be aware of.  

There’s a book called When: The Scientific Secrets of Perfect Timing by Daniel Pink, that explains this well.

The first thing you have to do is make sure you have time blocked.  Let’s say on a Monday, Wednesday and Friday, especially Friday, from 1:00pm all the way through 5:00pm, own this. Be the most diligent real estate agent, more diligent than everybody else in the city.  

Think about that for a second… What if you were more diligent on Friday afternoon than everybody else in the city and did that for one year straight. You worked every single Friday afternoon on your business. You know what would happen to your business? It would explode.  

Most real estate agents don’t measure on a weekly basis how many hours you actually worked last week.  When the Association of Realtors did a study and they asked busy agents how many hours do you think you’re working in a week they said 60. When they measured hours consistently it was 34 hours.  We remember the exceptional days where we did a lot of showings and we remember a day that we had a really late night. When you look at all the other days there’s massive gaps all over the place, there’s a lot of downtime. You’re just at home, you’re just kind of doing something, it’s kind of like real estate but not really. 

When you actually and truly measure work hours you only worked like 34-36 hours. That’s like part-time work and you want to earn 3, 4, $500,000 in this business.

We need to make sure we’re very mindful in terms of our calendars. Be diligent to 1:00pm to 5:00pm on Friday afternoons.

You swipe left on my calendar app and the reason why you have no referrals this week is because last week and the week before that and the week before that I did no business development activity. I don’t mean creating content by the way, creating content is one thing. If content creation leads to zero listing appointments and buyer appointments or referrals then it’s a waste of time. Everything i’m talking about in terms of content creation is all useless if it doesn’t lead to a buyer appointment or a listing appointment or a referral. That’s the measurement and if you’re not measuring that then what’s the point?

That’s why the calendar app is the most important app on your device. If nothing else, use the calendar app to schedule and manage yourselves on time through that app.

VIDEO 2 – 7:16 | MANAGING A CRM USING THE CONTACTS APP

The second app and this is a major problem, is your contacts app.  Pick one of your favorites, somebody in your favorite section. Somebody you recently called or texted. Click on a favorite.  In that contact section of that one individual you will have a name, maybe a photo.  Maybe, name, telephone number and email address. Maybe some of you don’t even have an email address. You know what’s missing with 99% of you right now? There’s no home address.

One of your favorites right now that’s on your phone, they’ve got your number, you’ve got their number, they’ve got no problem texting you back and forth and you don’t have their home number or home address.

Here’s the problem with that, everybody who owns homes is curious whether they can sell it and how much that home is worth right now.

For every single one of your contacts that you don’t have a home address for, which is virtually all of them that is a problem. You don’t have a home address and you also don’t have a general idea of how much that home is worth.  You’ve got tools to find that out instantly but you need a home address for every single one of your contacts. 

When you look in the contact section where it’s phone number, email one, email two, home address one, home address two.  What typically is address two, it is a business. Are they a small business owner? If so, write down the business address in. The other really important address is if they own an investment home, which some of you have no idea about. Most people either own an investment home or are curious about an investment home at some point. The addresses are really important information. 

Then you have the notes section.  The note section should be things like;  what’s the anniversary date, what are the kids’ names. You can start a deep dive;  how old are the kids?  What’s their current mortgage? You can start to gather more and more data.  

A big problem right now is that big data companies have more data than you do on your customers and clients. You should have more data than the big data companies. You should have an intent of why and when they would want to move.

A big challenge is if you go through a hundred contacts right now and this is a statistic every single year on average 3% up to 7% of people move every single year. That’s on average every once in a while you might have a database where only one person moves.  The reality is if you have a database of 100 people right now three to seven of them will move every single year.

Which 3 to 7 will move this year? That’s a problem would you agree? 

They don’t have to live here in your area in your marketplace but if they are part of your network chances are you can help them and still receive a referral fee. 

You don’t know who’s gonna move. Ouch, that’s a problem. 

You know what’s another problem,  last year 3 to 7 of them moved and you don’t know that they moved.

Try this exercise.

‘Hey Jason it’s Howard, hope you’ve been really well. Hey if you were to move where would you move to in the next 10 years’?  

‘Howard, I just moved last year.’

‘Oh you did’ [I sold you that house].

We were not planning on it.’

That kind of stuff happens all the time so you need to have a gauge for the hundred people that you are closest to in your database. Who likely will move this year, who moved last year,  some of them we don’t know if they’re going to move this year and yet it’s going to happen.

You need to check in and find out when, where and why they would move next. They need to be the ones who get your content.  It’s not the world, oddly you think that you’re going to make money from people you don’t know.  It’s still mostly people that you know and people that they know.  Let’s focus first and foremost before anybody else on the 3 to 7 people who are going to move this year in our own database.

If you have 100 people in your database right, I know you probably have more but let’s say there’s 100 people in the database.  Over the next two weeks  or 14 days, this is a checkbox commitment,  take two days off and commit to five days per week that’s ten days total over the next 2  weeks.  Not a goal over the next 12 months to do this, but 2 weeks. What i need to do is take a hundred people and get their Name, Telephone Number, Email, Home Address and find out when, where and why they would move next. 

There’s 100 people and I’m just taking 5 people a day. That’s not that much or maybe 10 people a day. If I did 10 people a day this week, 10 people a day next week how many does that give me over two weeks? 100. There are 100 people.  10 people a day is not hard. You know what sounds harder: 20 people a day tomorrow that sounds way harder.  Skipping 2 days and now it’s 30 people that day. That’s much harder, you’re much less likely to do it.  10 people today. 

10 texts. You could make the phone call but this could happen. When you receive a phone call that’s from an unrecognized number the first thing we think is;  ‘what, who the hell is this’?

When somebody who’s not on our phone calls and it’s just some random number even with a recognizable area code, we are still very skeptical. Even as an agent and we’re in real estate it can be a million dollar listing but we don’t know and we’re very skeptical. l We’ve all received the scam calls,  hey your extended warranty is due or whatever.  We avoid those calls. Then there’s no voicemail and we’re super annoyed. They do leave a voicemail and we’re annoyed. We’re annoyed either way,  at least if they leave a voicemail now it  transcribes to text. We generally get it and we just delete it or it might be a client of mine. When a number comes in the first thing we feel is kind of mistrust. 

Let’s say my insurance agent calls Allstate. What the hell do they want? It’s probably a sales call. You let it go to voicemail. Sometimes they leave a voicemail, sometimes they don’t and I’m ignoring it either way.  

Verses I get a text, the text is the following; ‘ hey Howard this is Jason, hope you’re doing really well.’ You have to say this is Jason Fox John L Scott real estate. I might know it’s Jason but let’s say I switched phones or something didn’t sync and his number is not actually in my phone. You never want that situation to happen to you so introduce yourself. 

‘Hey this is Jason Fox I hope you’re doing really well. Keep an eye out for an email invitation from me.  I’m giving all my clients a little update of how much equity they have in their home in 2022.’

How does someone respond to something like that? I hold the text down and I give it a thumbs up or I hold it down and I give it a heart. 

‘Awesome I love that’, or ‘ sounds good.’

Send that text and then send a Zoom calendar invite for 15 minutes on a friday at 12 noon.

What happens on friday at 12 noon? 

We’ve been Zooming for two years now and some of you have never actually hosted a Zoom. You’ve received the Zoom invite and clicked on it. Some of you have never hosted a Zoom where you have shared your screen. I think that is a little ridiculous at this point. You need to be able to do a listing appointment, a buyer appointment,  all sorts of appointments. You need to know how to share your screen,  how to optimize the sound button, know how to check the Audio box.  

Don’t create that environment where you don’t know what’s going on, ‘give me a minute here’.

‘OMG are you kidding me?’

Practice with somebody first. We’re two years into this now.  I love the glaring window behind and you are a shadow and  i can’t see your face because you’re sitting right in front of the window. Come on. What you should be able to do is host the meeting, send a calendar invite,  they click the link, you share your screen. 

15 Minute CMA Presentation

The 15 minute presentation.

‘Hey jason really good to see you. I have your home pulled up here.’

What am I sharing by the way?  I  can share a million things; I could share the MLS, I could share Cloud CMA, I  could share my own personal website.  Share your personal website, your personal John L Scott website.  I’m going to click this orange button if you ever want to do this yourself but I’m going to sign you up for this.

Click the orange button which is Percy AI a home valuation tool, formerly known as Buyside. Then a new website pops up and I type in their address and it auto populates then I hit enter.  All of a sudden it shows me their house with a google image.

I’m not doing this on my phone or in the car, I’m behind a computer so they see their house or the neighborhood rotating. It gives them three numbers. Tell them those numbers are wrong, although what I’m finding more and more is once in a while they’re right. Once in a while one of them is right on.  The Zillow one is getting close sometimes and sometimes it is right.  I start scrolling down that tool and they’ll stop you.  Wait a minute my house is in better condition, let’s just do this together.

If this is the first time you’re hearing about what this tool is, I’m shocked. Hopefully you’ve all done it for yourself and every single month every single one of you should be receiving your own Percy report.  

I see my agent’s photo, and I see my 3 price evaluations. I get an automated home valuation from Zillow, I get one from Redfin, I get one from Realtor and I get one from my agents. Every single one is something a little different, and I’m curious about all of them. I’m not going to sell my house, I’ll never sell my house.  In my head I will never sell my house. right

Then I get my Percy report and I also receive on a regular basis new listings in the 98275 zip code that come on the market. I’m curious what’s going on in my city. 

I have the entire zip code on my property tracker and I don’t get emails every day because there’s not that many listings.  There are still not that many listings coming on in Spring.  When they do come on I’m a little curious.

That is how all this communication should be happening. When an agent says, ‘ hey here’s your house, here’s the information, here’s a little bit about what’s happening, here’s what the five percent mean, you fixed up your house and all that’s happening in 15 minutes.  People will find that helpful.

How does the conversation end after 15 minutes?  I think it needs to be a call to action. The call to action looks like, ‘ did you enjoy that?’

‘It was great, thank you so much.’

‘I set you up on this Home Valuation tool now so you’ll get a little update every month.  You can just respond to it if you ever have any questions.  Just click reply and we can communicate. I also signed you up for something called the “housing updates” that gives you the overall marketplace as well as neighborhood updates as far as what’s happening in the real estate market.’

‘Awesome thank you so much’. 

‘My clients really appreciate these. Do you know anybody else who would like one of these?  I’m giving all my clients this little update. Do you know anybody else like a family member or neighbor who might appreciate one of these?’

‘My mom would love one, my sister would love one.’

‘Would you do me a favor and give me a little email connection with her?’

‘Of course I’ll do it right now.’

ASKING FOR A REFERRAL

You’re asking for a referral from your one appointment and that should always lead to another appointment. That’s sales.  Back to Sales 101,  every listing we should get another listing or another listing appointment.  At the end of every one of these 15-minute calls the call to action is getting a referral. 

Imagine if that was just your behavior and it came out naturally.

‘Hey, I’m doing this for all my other clients anyway. Do you know anybody else who would appreciate something like this?’

I ask for a referral, not in the Buffini way which is a little bit dated to  use that particular phrase. This is a very simple way or another simple way to get a referral.

‘Hey now that I know that you’re actually interested in investment opportunities. I’ll text you from time to time or I’ll email from time to time. What do you prefer, text or email? If it is something that’s really hot is it okay to text you?’

‘Yeah, OMG.’

Then I make all the little notes in my contact section of that client, who’s also now interested in investment property. I can go to my John L Scott mobile app and find a home where the numbers crunch out really well. I text it to them. 

‘Hey this one has really good numbers that crunch out at $200K down.’

‘I don’t have $200K.’

‘If you know anybody else who’s interested in an investment opportunity, forward it onto them if you would, or let me know who they are and I would be happy to share with them.’

‘Sure I will.’

Make it easy for people to refer you based upon the number one thing that people are curious about which is listings. We talk about listing inventory all the time and we’re not leveraging IDX after all these years. Using other people’s listings to get opportunities to sell real estate. If i texted Cindi a listing that is not mine saying explaining that it is a really good investment opportunity with $200k down.  If you’re interested let me know. If you know somebody who might be interested, forward it on to them or share their information with me. I’d be happy to share it with them if the numbers crunch up really well.

The reason why I say $200k is that you will find properties within a 50 mile radius of where we are where the rents will cover the principal, interest, tax and insurance.  People are sitting on cash, my mother-in-law, myself, I know so many people sitting on cash. 

What’s super annoying is inflation. Inflation is rising faster than the value of the savings account. We’re also nervous about stocks so we don’t want to put it in anything. People are sitting on so much cash. Crypto people sitting on cash. What an amazing time where there’s so many people sitting on cash. You know what is still a really good investment? Real estate and they are curious about real estate investment. 

The numbers crunch out really well especially since the renters are paying the mortgage.  This is the Robert Kiyosaki, Rich Dad Poor Dad,  concept. You want to

invest in real estate over in Kitsap county, Jefferson county, Pierce county, Thurston county, Skagit county there’s opportunities. Maybe in King county.  $200K down sounds like a lot and then you realize there’s a lot of people with $200K right now.  Where the numbers are going to crunch really well.

How do you find the local rental rates? Go to Zillow, go to a million different sites where you can find that kind of stuff. Talk to a local property management company. Do a little research. Talk to agents at  John L Scott in that area. ‘I was just talking to a colleague of mine down in Pierce county and the rents in Tacoma are going crazy. It’s one of the hottest markets.’ 

If you guys didn’t know this, Tacoma is one of the hottest markets around. 

so there’s development going on everywhere prices are going like crazy you know it’s just like that might be a really good place for you or get ahead

24:24

of it go down to thurston county go to mason county you know you guys know where mason county is something like the

24:30

shelton area like a little bit close to olympia and they’re like our market is blowing up like crazy people from

24:35

seattle to home are all moving out here you know why say it fiber yeah

24:41

because of fiber right so this is all opportunities so

24:46

now also they see you not only your reputation is growing not only as a residential real estate approver hey everybody howard chum

24:54

i just saw an amazing listing for mike i was talking to a colleague over at mason county where you can invest in real

24:59

estate it’s only an outside outside of ocean shores right so it’s a great investment opportunity where fiber is

25:05

coming in the home prices are increasing it’s beautiful out there and you can still afford a house hundred thousand

25:10

dollars down even with a higher investor rate that might be one of the best places to invest in right now so if

25:15

you’re curious about real estate investment let me know now here’s the thing howard that sounds like an amazing script i’ve got

25:21

scripture by the way right but it’s just like if you know the topic you can come up with a script but you can also take

25:28

any one of my scripts and tweak it right so it’s just like just oh my gosh that’s yeah that’s become known get a

25:34

reputation as an investment expert so one two one three the most important apps calendar app with repeating events

25:42

now here’s also going to tell you this a lot of people will do as i say and say oh i’ve got blocked time now

25:48

for you know for actual business development three times a week do you agree it should at least be three times a week right three times it’s not that

25:54

then during that time you know what they do they get ready during that time to to contact people by like finding

26:00

information during research and then they then they spend like five minutes of the two hours actually contacting people

26:07

no we’ve all done this right like in order for me to do something i gotta clean my room first i gotta clean the kitchen first before i can do this right

26:13

like there’s just like that just that’s what happens to our brains so then you gotta set apart a separate time to work

26:20

on my scripts to work on my systems to work on my crm prior to the time so if

26:25

you’ve got a two hour block okay one hour is dedicated to the preparation

26:31

time and one hour just committed to the ten people i’m gonna contact but after that hour you better have 10 text cents

26:40

and then you better have 10 zoom email and byte cents can you imagine like oh today i sent out

26:46

10 zoom invites my week just got really busy how am i going to do this again tomorrow

26:52

you just schedule the zooms further out i love it when somebody sends me a

26:57

calendar invite and that’s like four weeks down the road but my calendar looks still relatively empty right

27:03

so you just continue to do that and it’s just like this all working what’s called upstream by the way so it’s just like

27:08

there are chances of them like blocking it out or when it gets closer and they need to readjust no big deal you’re

27:14

rescheduling and of course you’re always doing that hey uh this this thing’s coming i’m gonna give him a little reminder hey

27:19

just apply i’m looking forward to connecting on friday with you or on thursday with you right the people that are closer to you

27:26

you can go ahead and send them ubereats postmates right like literally send them

27:32

lunch where they are that’ll freak them out you can do it for anybody right my son

27:37

gets like food delivered to him all the time for people he does now right when he does this little streaming and stuff it’s like crazy it’s just like

27:44

number one they have our address yeah i guess they do but anyways that’s that

27:49

okay so text app and then that so i think that’s a really really great way um in

27:55

general right nowadays it’s just like hey do you have time for okay could you close up the front door

28:02

i just can’t help be loud i get so excited i’m so uh um

28:09

sending a text hey do you have time for a quick phone call that is really oh i’ve got time maybe in

28:15

a couple hours okay let’s touch base down that i mean we should just normally do we know that some people do that but we’re not being

28:22

very strategic about it so instead of just calling i would recommend text then

28:27

call right so do just that as a regular basis okay finally

VIDEO 2 – 28:32 | UPSTREAM, MIDSTREAM & DOWNSTREAM MARKETING TACTICS

There’s all these books about upstream marketing you can start to download you know like how you should be constantly listening to motivational educational

28:38

books so i’ve already mentioned influence and these are all available on audible you know um i forgot the first

28:44

one i mentioned uh you know upstream um uh i’ll mention tomorrow as well but uh so now okay there’s this concept called

28:51

upstream these are the people i’ve never done a real estate transaction with but i want to get their business and

28:58

referral business from them upstream i’ve got to do all my reputation building upstream so that they feel good

29:03

about using me and referring me you guys all understand that right midstream right here uh not dancing but

29:09

midstream i’m doing a transaction with somebody i’m working with a buyer right now that’s midstream okay downstream is

29:17

after i’ve done a transaction with somebody i stay in communication with them on a regular basis for repeat referral business what’s the

29:24

statistic of the consumers will say they will use you at the time of closing they would

29:30

use you and refer you they were satisfied with their services they were happy with your services as realtors right um what’s the percentage of those

29:36

people it’s high it’s 95. this is on a national basis by the way do you think about that

29:43

oh that is high 95 of all ages every transaction the consumer is saying yeah

29:48

i was pretty satisfied what’s the percentage of people who forget their agent’s names within 12

29:55

months 72 so the same people forgot your names

30:04

i prefer i refer uh i won’t thank goodness that he’s not in this office or

30:09

yeah but i refer a lot of different people right um because i get just opportunities all the time i’ve made referrals here and there um one agent

30:16

you know he’s like a 500 000 producer at this point i gave him my cousin who works at zillow okay so he’s a developer

30:24

at zillow okay so i gave him the referral uh bought his second home

30:29

through him in seattle um great place of course they had one child when they bought the

30:36

house then they had the second child okay so when the second child always already like the space is starting to

30:41

become and then plus now they’re thinking of the suburbs and all these other things i was over there at christmas time and then i basically said

30:46

hey do you know what the house is worth oh this is a guy who works at zillow and

30:52

he’s very loyal i guess we’ll my zest that’s what he refers to me as a zestimate well yeah but then he actually got an

30:57

actual evaluation from the agent referred he was like no he hasn’t been in dutch and i forgot which originally which

31:03

agent i referred to him okay i forgot so i asked my cousin i said uh who was the agent that i

31:08

referred to again because you know now and it only has been three years right since he bought the place he goes

31:14

the guy you know and jason will know right away but the runner the runner like

31:21

oh he hasn’t been in touch oh no not really he was great dang man

31:26

so i of course i don’t even realize anymore i’m the one giving him the market updates right

31:32

and i was just like shoot man so then of course at the time and you know he was no longer loyal to that agent it was

31:39

great but he forgot and there’s no loyalty there whatsoever now the agent did really well he has a good year but

31:45

he’s not keeping in touch because he’s going to sell a well over a million dollar place the place he’s looking to

31:51

buy is well over a million dollar place just do the math and the commission’s there right 60 70 grand one client right two

31:59

transactions plus all the other techy people that he knows amazing agent just

32:04

not staying in touch no email drips no popeyes no none of that right so

32:12

downstream is poor now let me share one additional thing about midstream midstream we’re doing a poor job at the

32:19

end of the midstream okay so what happens in this room is you work with a client you get under contract

32:25

and then there’s closing okay the end of that closing period most agents are

32:31

really bad at communication are really bad showing up often don’t show back up

32:36

to the house right so that’s a problem so i’ll talk about that here in the second but i just want you to understand that there’s

32:42

upstream midstream downstream there’s your past clients which is one category right for downstream there’s

32:48

your spheres of influence which could be upstream as well right different category and then there’s everybody else

32:54

the unattached buyers and sellers people have done real estate before or not in real estate before but they’re

33:00

not connected because they forgot their agent’s names and here’s the statistic they would just work with anybody who’s

33:05

competent in front of them and they contrary to the idea that they they try to find three agents they usually only

33:12

work with the first one right right and something like really bad yeah so if you basically show

33:17

yourself in front and you do a good job that’s not like well every once in a while you do get that right like you

33:23

need to talk to other people but most of the time although you sound great let’s just go for it you know so that’s

33:28

because the reputation is all there so just understand this concept i need to constantly be working upstream

33:35

the power of moments it’s psychologically proven that people remember the ends the beginnings and ends but

33:42

often not the middles so if you think of it vacation you think about the beginning of the vacation and toward the

33:48

end of the vacation we often times forget the middle okay so the end of a real estate transaction the key exchange

33:56

the actual signing of the documents right make sure those are amazing moments

34:02

how do they receive the keys right what’s your communication during the keys what’s your communication during

34:08

the signing when you know with a good escrow person let me know when they’ve come in for

34:14

signing and please email text me immediately when they’ve left

34:20

you guys follow me a good let’s go for sure no problem right hey i just heard that it went really

34:26

well or you pop by toward the end of the closing and you’re

34:31

there hey congratulations how do you feel good good good

34:38

oh my god that was really nerve-wracking right so some people say you shouldn’t be at closing you don’t have to be in

34:43

the room you could be hanging around or be close by hey uh you know where are you going to be in the next hour

34:49

oh we’re going to be here i want to pop by that’s a big moment

34:54

right so it’s kind of like a showing well you’re going to show up right make sure you’re there at closing

35:02

on the day of moving right this is a little package you can have all very prepared

35:08

10 bags 10 closings right paper towels trash bag granola bars some

35:13

cleaning supplies it’s not a closing gift it is a moving day little basket of

35:21

tchotchkes right just like a couple of extra things it’s just an opportunity for you to touch base one more time on

35:27

moving day now some people actually go in and like help a move and i don’t necessarily recommend that

35:32

right but you know popping by with something like that it’s nice hey that

35:38

came in handy that was really nice it was so sweet nice thought of you then of course

35:43

after they’ve moved in right or if it’s a seller maybe or whatever you have to be a different

35:48

experience right but you know if they’re moving somewhere far away you’ve got okay you’ve got a coffee basket you’ve got a wine basket whatever

35:55

it is something nice boom right so that’s this this one’s the one that’s going to cost you 30 bucks this one

36:01

might cost you 50 100 150 depending on the client right but it’s just like oh thank you so much and then what else do

36:07

you have boom the sole time right you gotta show up with the soul

36:13

sign because it’s a very proud moment a lot of people don’t upload their own moving

36:18

pictures or whatever so maybe this is a week or two after closing you’re gonna show up you’re gonna take the photo or

36:24

take a little video clip of them in their new home hey how’s your new home let me take a couple photos hey give me

36:30

a quick little tour is it okay by filament yeah sure and so that you’re filming them while they’re touring around a

36:36

little bit and showing you a couple of little things here’s what i did and all that would it be okay to post it on your

36:42

facebook the video as well as the thing yeah that’s okay or i’d rather not you know

36:48

so obviously you’re gonna have permission but the photo hopefully how about just the photo yeah photo is great so then you upload the photo up to their

36:54

wall right and then along with that what are you gonna type in

36:59

you guys were amazing clients love you some nice comment complimenting them and

37:04

when you give a comment based on influence chances are they will reciprocate with a nice comment back on

37:11

their wall on your post and just the fact that that’s going to actually get a lot of traction that photo

37:17

people are going to be like all up and up you’re going to be part of a huge threat there you guys off all that that’s another way

37:24

i’m getting a referral then after they wrote this nice little thing about me i’m gonna copy and paste it email them and say hey this is my google review

37:30

link yelping link would you just copy and paste what you just shared and there as well and then they do you guys i’ll

37:36

follow that that is operational integrity that’s a process one of the biggest deals is how

37:42

many deals are you selling where you can’t do this right show up right that’s a big big big big

37:48

deal um okay you guys all good so far cause y’all

37:54

follow me right so this we’re talking about content creation now the funniest thing is and jason i’ve talked about this for many many years

38:00

still trying to share the importance of email drip right there’s this myth about email

38:05

driven you know again sometimes it comes from the horse’s mouth and you know directly but i just want to share like on average the emails that you subscribe

38:12

for today that all the ones you’ve deleted today right where you swipe left without even hardly looking at it that’s not spam because at some point you gave

38:19

them your email address right so you’re willing you’re not willing to click unsubscribe yet because

38:25

you might need that service because you might want to deal from them at some point you guys will follow me right on average the emails you currently get you

38:32

open one and five twenty percent twenty percent can open that’s high

38:37

if you think about it so they send five and sometimes you’re getting these every day of these people right and so every day

38:44

until you you’ll read one and five on average every once in a while you’ll look at the subject line or a particular

38:51

need that you have at the time that’s when you actually look at the email right then from there if you have that

38:56

particular need then you’ll do a click through click-throughs are like three percent or one percent or whatever it is but the fact that the sender and the

39:03

subject line still made an impression they know you need to share content still by email

39:10

where it’s relevant it’s interesting it’s quick right and then it’s also shareable have you ever forwarded an

39:16

email because it was relevant you liked it right a good piece of content of some kind because you knew some that email is

39:21

still very relevant young people don’t check email anymore they still have to have an account in order to access everything else everybody with a job

39:28

still checks email right so it’s important that you have an email mechanism a drip mechanism but if you

39:34

actually if i look at any one of your phones right now i go to the sent box you don’t wish anybody happy birthday

39:40

today yes you did it through facebook possibly right but you didn’t write a nice personal message just in a one-on-one

39:46

personal email today right you didn’t send any kind of note like email like nice emails one-on-one

39:52

emails so if i look at your app except the sending you’re not sending any of those zoom calendar inviting links that’s that’s

39:59

very rare so it’s just like that’s a very quick indicator that you’re probably not doing as much of the

40:04

business development stuff as needed just using email and some people are still old-school email people right so

40:10

the older you get that’s still where they are they’re still gonna check that email okay um oh by the way just because i’m

40:16

talking about email and mail do you know what the hour the open rate of mail is on real estate items

40:21

what’s the open rate it’s a hundred percent check it out the next time you check

40:28

your actual physical mailbox and there’s a piece of real estate content in there the local community not because you’re a

40:33

real estate agent but because you live there you will look at it right you’ll take a quick look you’ll take a quick

40:39

look at the back and then you’ll toss it away right so now i can see this multi-pronged approach i receive an

40:44

email i see stuff on social media and i see stuff from the mail right that’s all multi-channel marketing

40:52

obviously that’s all going upstream as well as downturn and stuff so emails 10 say you know uh a bold way to increase

40:59

your home’s value right that’s coming from handy it’s not coming from my real estate agent it’s coming from handy it’s basically like

41:05

clean your house is basically on that one uh get your trees trimmed before the next storm right that’s that’s a reminder uh you know uh gamble sounds

41:12

they play golf there save ten percent oh we miss your gamble sounds brilliant you know what’s really good about email campaigns especially from the larger

41:18

companies keep in mind that these larger companies pay millions of dollars

41:23

for research on open rates and click-throughs copy them

41:29

right so whenever you see emails from the larger companies like this design this content these subject lines

41:36

there’s research levels down there the time of day that they were sent ah maybe i should copy exactly when this

41:43

is all happening and piggyback off of it right so just think through every time you receive email just check into that

41:50

so then you have to click through and of course you know first thing is the reviews the mature do you guys know the one story actually

41:55

before i do this one um text based only no image right so i know okay it seems

42:02

very tailored to me dear howard find your next bmw today very clear in the subject mind who it’s from right where

42:09

about you know my son is bmw my team reviewed the specs of your 2014 and we have matched you with a great

42:15

opportunity for a later model review my offer i know that’s a hyperlink right

42:21

that alone boom i’m so curious what he’s talking about so i click it the click-through rate

42:28

gotta be so high the open rate’s gonna be super high on all those it’s customized to me that’s why i’m like how

42:33

busy are you where you can’t send those kind of emails you got your automated systems but from time to time you need

42:39

to send like a personalized email to your 100 right uh so i know this is just you know an automated system it’s dear

42:46

you know whatever you know the thing first name that my name automatically goes in from their database i know it’s a system and

42:52

yet it’s brilliant how it’s done right open rate almost every single time i get those i don’t know every six months or so right from them specifically about

42:58

the vehicle this one right here you find a quick little oh this is a really quick little bit of information i’m going to

43:04

post on social i’m also going to use my desk to send out a quick drip right so i’ve got a distribution already

43:11

ready to go hey there’s the free at-home copic test she said that within the first hour that it was made available at

43:16

the usps right and so then it’s just a literally a link to usps that’s all it

43:22

was but it’s free content so whenever you see like free giveaways free stuff free news right you should need to have

43:29

a distribution list of your customers and clients you’re 100 already ready to go on my desk and boom you can create

43:34

the content text based only really really fast header footer and wallet you’re out instantly right

43:40

great little safety tips by the way there is creating content and there’s curating content this is an example of

43:47

curated content top three things to do in the spring for

43:52

your house i just find a youtube video like that it’s not another real estate agent right i checked out first it’s a

43:58

good video i copy the link and boom i send it i just curated some content there’s creating content curating

44:05

content doesn’t have to be from me right it could be from home depot in that case right okay so you get the idea

44:11

housing updates 100 of you should have 100 people in my desk receiving a

44:18

housing update i just shared with you that 20 opens on the other ones right housing updates 50

44:26

you know how few unsubscribes we get from like close to half a million cents that we do every single month on this we

44:31

get like no unsubscribes because everybody wants to know their specific county what’s been going on

44:37

right 50 open but once a month is not enough i’m just saying we get a 50 open no unsubscribes housing update this is

44:44

just your county right they also additionally need what’s happening in their neighborhood which is property tracker and all that other stuff um one

44:50

thing that people aren’t doing and plus oh the luxury oh i’m not a luxury agent of course you are you’re telling me you

44:56

can’t sell luxury as soon as you sign up the same client for luxury updates you’re branded now as a luxury agent by

45:02

using that here’s the king county housing update here’s the luxury version right so next thing you know you’ve got

45:08

that as well um so then sure so you’re uh what’s it called you’re uh you should have 100

45:15

people and some of you have contacts but yet no campaigns there’s no point right there you gotta have context of the

45:20

system for campaign sending right within the system it’s like mailchimp or anything else um you can go to the

45:26

javascript library in mydesk click on library and then you just type in housing update and then we’ve got all

45:32

these mp4s you guys all know what an mp4 it’s a video model right so then on facebook instead of just sharing the

45:38

image you now have the video file so i’m just saying share the video file that way you don’t have to create a video you

45:43

can just download it and then i tried to figure out how to do it with my phone i couldn’t figure out how to do it maybe

45:49

there’s a way but i’m just saying you might have to do it through the computer you have the mp4 file downloaded to the

45:54

computer then upload it to any of your social channels uh instagram facebook you got you got music already

46:01

playing for you right and we all know the statistics of video it’s like the open rate and playthrough

46:08

rate is way higher you’ve seen these right you may have seen these but very few of

46:14

you have actually gone through the point of downloading and then uploading this instagram on facebook right and then you

46:19

can and here’s the thing with all those you have to provide context

46:24

because just knowing some of the statistics and housing updates there’s no context it’s just information so then you can either type it in or you can do

46:31

another video hey everybody i just posted a video about the april uh you know uh housing updates uh what’s

46:37

basically going on here’s what this means with a higher slightly higher interest rate this is the buying power has basically

46:44

gone down appreciation therefore might decrease that’s not depreciation it’s just a

46:52

lower appreciation so for buyers it could be a little bit good that more houses actually might be available for

46:59

you to choose from that could be the good news sellers homeowners just want to let you know the

47:04

mar the buy it’s still a seller’s market so don’t freak out but this the higher interest rates

47:10

does mean that it can impact potentially the higher uh or the percentage of actual multiple offers for your home if

47:16

you have any questions let me know but everybody should be getting a little housing update in terms of how much your home has increased this year because i’m

47:22

giving one for everybody alright how about the bubble hey everybody everybody’s this hourglass

47:28

real estate everybody’s talking about the bubble right now is the bubbles gonna burst or not well let me tell you

47:35

the top three reasons why i know it sounds stupid but that’s just what people are used to at this point why

47:41

we’re not in the same situation as in 2008 why we’re not likely in the bubble

47:46

and then you’re just stating other people right okay everybody pull out your mobile app

47:53

so jason was sharing like this a lot of the content i’m sharing right now is old content but since a lot of you are like newer brokers this is all new

47:59

information for you so you guys are okay right it doesn’t feel like repeat yet okay so you got your javascript mobile app

48:05

and i got the madrona group and even my screenshot here people are like how do i become the

48:12

agent down there really simple there’s a search bar at the very top just type in your name if you type in your name and

48:18

you’re with general scott boom it’s there and then of course you just click work with me and now you’re downloaded

48:24

onto your mobile app and then all your clients saying exactly hey just on the top just type in my name and just click

48:29

work with me and then now they’re able to of course see you for all like your photo on every single listing right like

48:35

it’s yours okay so this is awesome when somebody says how’s the market you just pull up the mobile

48:40

app and then you click all three active pending and sold

48:46

okay so everybody knows that the blue bar by the way you guys know what this is right gps this is where we’re located

48:51

you click on that shows you exactly where we are the blue is you and then you basically go holy smokes you might

48:56

have to scroll in and then you get a picture that looks like that that’s the market

49:03

whoa there’s always the response oh my gosh that’s what it looks like right so

49:08

there’s very few yellows greens and blues in comparison to the reds in fact

49:14

there’s very few blues and greens in comparison to the yellow one reds which is pending and sold right

49:19

so now what can you also do with this like right now literally right now what you

49:24

could every single one of you can do is go see that because you’re here downtown seattle right ballard you

49:31

have this access right anybody know how to do a screenshot take a screenshot right now

49:36

you push two buttons take a screenshot you now have that photo in your photo

49:41

archive okay what can you now do with that photo say it

49:47

share it on instagram facebook go and share it

49:52

provide a little context take a look at how the market is right

49:57

now in april the end of april 2022

50:03

and you’re going to get all these views and comments oh my gosh

50:08

and they can even throw out hey i’m giving all my clients a little market up there in terms of how you know their home is increasing stuff let me know

50:14

if you’re interested in one so that could be one thing

50:19

a lot of sold so back to that reputation of market expertise that’s exactly what you’re doing right now

50:29

get you get the idea now when you click back to the mobile app

50:35

on any specific listing can you share a specific listing on social media that’s not yours

50:44

you can but you will be violating the mls rules

50:49

okay so it allows you to share it but you will be violating the mls rules which arguably is kind of stupid in my

50:56

opinion but that’s what it is so what you can do however is you can share a

51:02

specific listing via text from your mobile app to anybody right so in the

51:08

earlier exercise that we did when you were asking everybody hey one more why would you move next and all that good stuff then it’s like oh hey i saw this

51:16

listing i thought of you so you can individually send a specific listing to people

51:22

right and when you do that then they’re going to get a great text response back right so i’m just saying

51:28

you can share that so share individual listings but share screenshots and pages right with everybody okay on social

51:34

media so that’s just a simple way and of course you can provide some additional video context if you want to there

51:41

now get out of the mobile app go to your web browser and go to your personal website

51:47

and you can do this on your computer if you want you guys are connected but on your mobile device you can just go to your personal website

51:54

i know some of you haven’t done this for a while this will be the first time you’re doing the spring so you can do this exercise right now click on your

51:59

orange button which says get your home valuation report for your personal website click on that

52:04

and then you should get a new web page that pops up and when you do that

52:11

you got a share button of your web page which is your buy side web page it says

52:17

what is your home worth now every single time i can’t imagine to be any different right now that i’ve told people to do

52:23

this exercise during class by the end people said i just got somebody to comment or i got i just felt this

52:29

appointment so you’re sharing that page onto facebook

52:36

and then i write down curious about how much your home is worth in 2022.

52:42

so i like that and then people will click on it

52:47

and then they’ll throw their home address on there because that’s what people do

52:53

and now they’re in the system howard how do i find the statistics of our factual people you just go to my

52:59

desk and click on my side and it’s right there

53:07

everybody follow me right you guys good so far i’m doing it

53:12

perfect and those are things you can additionally boost if you wanted to right but that’s but for right now

53:18

organic facebook and on your personal of course

53:23

[Music]

53:29

and then what’s odd actually that i find which is actually probably good and my

53:34

site is by no means a perfect solution but on the left

53:39

i’ll get one number saying my current value from my agents at the top left

53:45

right but then when i click it sometimes these numbers are off

53:50

so i need my real estate experts to explain that to me because i’ll follow that the number that sometimes shows up

53:56

on my side is a different number than the actual value listed when they come to the site

54:02

right so like this number is somehow adjusted you know sometimes but the whole point simply being like this is a conversation

54:08

starter between you and your client not an actual value of the house it’s an estimated value right so that’s

54:14

basically what that is but when somebody types in the home address right that yeah once once you type in a home

54:19

address then it goes to that specific home and then you can see on the top left here says the public view and then the owner view

54:25

right so then that’s not when they’re logged in and all that yeah so if this is your first time using this like i mean

54:31

your website your javascript website and the mobile app is great for searching for houses but the buy side tool is for

54:37

homeowners that’s for sellers who are curious about the value of their home that’s why it’s just like though the one-two punch is always there

54:44

so play around with buy-side and of course when you go to my desk there is a buy-side

54:51

link right there right when you click on it you will see all of your customers and clients

54:56

including yourselves who have signed up for it and who receive the content every single month right so all those statistics and analogs are all right

55:02

there on that link so make sure you do that uh and then of course there’s a bunch of

55:08

buy side like how to choose and videos and all everything i’m sharing right now is all there

55:14

um everybody at this point here should have that right your video for yourselves you’re about videos so won’t

55:20

talk about any of that stuff that’s done that’s done um bomb bomb is great but you know

55:25

what’s a bomb alternative um you guys know what a bomb alternative is okay oh actually this is just a good

55:31

general whatever you’re doing one-on-one video sharing of course bob mama’s great all bomb is doing is creating a gif or a

55:38

gif how you ever want to say it and then of course it’s just plain 30 second video one minute video and that goes out

55:43

and they’re clicking on the image which is the link back but honestly in the brain none of those things come

55:49

like they just think it’s a video inside the email right that just is what’s happening you guys know that you cannot

55:55

text or should not text a video right if you text a video what happens

56:01

especially across platform what will happen is it’ll become extremely grainy because you’re using something called mms which is old technology it’s

56:09

designed for photos at best not massive 50 megabytes 75 megabyte videos 100

56:16

megabyte videos you guys all understand this so when you have a video created hey jason this is howard hope you’re doing really well i just want to check

56:21

in with you because i’m giving all my clients a little mark up there in terms of homes blah blah blah so i did a little video here right so it’s on my phone okay now

56:29

now what i do is i just open my google photos app whether i’m on android

56:35

or ios now my google photos app uploads all my videos to the google

56:42

cloud which is the same as the youtube cloud servers and all that it’s not public anywhere at this point

56:48

just on my phone and it’s just on my private google free google account it’s basically where it is right google

56:54

photos and if you guys have never gone to photos.google.com you’re gonna be like oh my god there’s all these photos here

56:59

i’m videos here right because it’s been backing you guys have never gone there but okay so now under google photos app

57:05

that video is now up in the cloud in the google photos cloud then from the google

57:10

photos app and the boot of the book and the video that i just have i’m from there i’m sharing the link by text

57:18

to jason and then even the image with the play button will still pop up right but it’s not going through mms it’s just

57:25

the link to my google photos server and it’s just a private message i don’t have to go to youtube and upload or any of

57:31

that stuff it’s just automatically going from because i’m i’m using google photos as a backup mechanism right basically

57:38

and then basically after i know he’s probably watched that video i can archive delete all my old videos which

57:44

is really great so i can just constantly not have to pay for google photos for you know for any of that but that’s a free bomb bomb solution for one-on-one

57:51

videos it’s really great right and you all video sharing you should be sharing that way rather than or dropbox like

57:57

maybe right which gives you a certain amount of free uh video space but i think google photos is absolutely the best way to do all that stuff

58:04

your personal websites make sure you’ve got some local imagery um you know just so that you’re the cial expert um you’ve

58:10

got your video right on the homepage and all that good stuff as well uh this is uh the cines uh jeremy sinis um he was

58:17

the ricky of the year this past year out of yakima everything i’ve been talking about it’s all been video it’s all been

58:22

the basic one twos and threes uh you know becoming workers of the year making a ton of money doing really really well

58:28

as soon as you google him jeremy said this yakima his web page comes up we’re actually the google business because the

58:34

reviews are right there then of course you go to his website he’s embedded his uh personal video right on the home page

58:40

so i’m on the phone and scrolling down right there i can play it right there and instantly got it he even put the exceptional home information as if he’s

58:47

also the luxury agent so he’s branded himself for a creative reputation very very quickly uh year one so if you

58:53

haven’t done basic year one things i mean this is all stuff you should be doing and i know all of you guys have a video for most videos of the video so

58:59

that should be on the homepage of your website

HOW TO GET MORE LISTINGS VIDEO 3 of 3

VIDEO 3 – 0:00 | THE IMPORTANCE OF VIDEO CONTENT

The reason why I show a Big Bertha driver is because, you play golf with a wood for so long you don’t think I’ll make it out of metal. That’s exactly what Callaway did and they basically changed the industry by creating the first metal wood. All woods are actually metal right now right.

0:21

so then in essence the way you have to almost think about like amazon they started with books but now they’re of course they’re content creators right so

0:28

our amazon accounts are associated with content so uh you know of course we heard the whole netflix thing because so

0:33

many streaming services are so good we’re paying disney every single month where most of us are you know for content so everything is this content

VIDEO 3 – 00:42 | VIDEO CONTENT CREATION

play so all of you guys of course now jason the madrona you guys have an amazing youtube channel in fact i think

0:46

youtube is awarding you youtube however i just want everybody here to understand you guys probably understand this

0:51

youtube is long form it does not have to be short youtube is education and entertainment youtube is for seo

0:59

so your youtube page which you all have you just might not have uploaded content right it’s basically you just log in

1:05

with your gmail email address you’re already logged in you go to youtube.com you’re already logged in and then it just basically wants you to upload a

1:11

video so change up the header and then this is just one good simple example none of his videos are very good by the

1:16

way this guy in raleigh right so it’s just like most but i mean he does take the time which is really important on

1:23

youtube to create those fun little like images right so how do you do those

1:29

what’s a free simple way to create those somebody say it what’s the website you can use to create

1:35

all those canva canva.com right so if you don’t have a canva account good god get a

1:41

canvas account it’s free it’s like 500 000 templates taking like three seconds just to screenshot your one thing and

1:47

then throw in some background image of you know arrows and all sorts of things but those things are very important

1:53

so then uh so then look at the titles most affordable suburbs near a rally how to buy a new construction home best

1:59

rooftop bars and restaurants most underrated suburbs how new home buyers are taking advantage of something 10 things i love about living in north

2:05

carolina who is to play for the ralston real estate market and there’s all the stuff and look the videos which has like 2100 views uh

2:14

2400 views 8 000 views they’re all long form 21 minutes 13 minutes eight minutes

2:19

nine minutes these are the ones you don’t have to worry about editing as much you’re just talking hey everybody i’m sitting down with my home inspector

2:24

today let’s i’m having a long form conversation now right i’m doing an interview so it can be long in fact when

2:31

i go to youtube and i see anything under 60 seconds i don’t even watch it on the topic because when i’m on youtube i’m

2:36

looking for a deeper education i’m looking for that eight-minute twelve minutes fifteen minute video seventy-five minute i’m like oh god no i

2:43

don’t want that one but like up to like like there’s like a sweet spot when it comes to some of the real estate education it’s just you know if it’s a

2:50

40-minute interview you’re just breaking up to four you know par part four part one two three and four right it’s a

2:55

simple seo you’re typing the little things and it’s like voila and with our mobile devices you can literally i

3:00

didn’t want to type anymore just like start talking transcribe pick something all up so it’s just like we’re not

3:06

utilizing youtube youtube is seo goal download what’s happening in dollar real

3:12

estate market 2022 that video is not done right now right you guys should be making that video right so increase your

3:18

length on youtube in my opinion then from there you can do the highlight reel hey everybody it’s howard trump just

3:25

wanted to let you know uh you know here’s basically what’s happening uh quick quick quick quick um if you want

3:30

to watch the the full long uh you know the full-length video of this uh you know click on my youtube video below

3:36

you can do one of those right now i’ll get into the audience in a second but with youtube of course it’s just for

3:43

that seo long-term player reputation i might watch one or two but man you’re solid because this is this is an

3:49

important website this is your youtube channel so make sure you’re just you’ve all started it um you guys have already set up an amazing one so maybe you just

3:56

start to take more videos and you know just create more playlists and stuff right curating more content and i know

4:01

you guys are doing great with all that crazy west seattle he’s been doing a long time i talked to him recently i said hey crazy i mean you don’t have

4:07

that many views on youtube because oh yeah yeah that’s not that’s not the point of getting a lot of plays i said

4:13

do you get a lot of business oh yeah tons so crazy is a classic you know 500 000 a year producer he his content’s not

4:20

that good either okay it’s fine right he just talks he’s not perfect by any

4:26

means he just takes the mobile device and i said do you use a teleprompter app because he doesn’t have any awesomeness

4:33

right yup i have a teleprompter app i just speak it in first to my transcribing app using my

4:39

phone then i copy and paste it to my teleprompter app and while he uses big view which is more expensive so i just

4:44

recommend uh pro prompt smart which is the one that i use uh does the same exact thing but then you know

4:50

[Music] cameras over there my eyes are over there i just read what’s in blue it

4:56

scrolls out of speed boom right it looks really good i just i didn’t smile on this image but you get

5:02

that yeah you just practice smiling right and of course you can do it this way as well right so you can do both landscape as well as vertical uh

5:08

depending on what form you’re gonna do you make you do it twice once for youtube and one is for um you know for social right so it’s just like boom boom

5:14

boom and voila you’re done right so any of the scripts that i give you practice the main thing is smile right make sure

5:20

you’re smiling and i will give you a process in terms of the whole one two three mechanism um some people know this

5:26

guy so this is my brother-in-law or ex-brother-in-law they got divorced but anyways um you know his he might be seeing him on tv now on on

5:32

tv commercials because he’s on the last game too so um uh nick created a channel on tiktok because his daughters are like

5:40

yeah there’s this thing called tik tok he got to do some funny videos or fun videos and goes ah whatever i don’t

5:45

really need to do that but he decided to archive some messages literally just to his daughters or and create a couple

5:50

with his daughters right so he just handled your korean dad and then like 18 months later he’s got three million

5:55

views last year he made like a million dollars right um from from all the uh sponsors so um he has a collab with

6:03

disney it’s on cnbc he’s like you know he’s got a deal he got a car in alaska

6:08

airlines is the most recent sponsor so like i said he just creates fun little interesting videos uh all picked up she

6:14

talks about msg and shoes and just random weird stuff um his audience

6:21

is like oddly way broader than he would ever anticipated so now he’s got like a tv show a pilot that he’s working on

6:28

with some networks but anyways my point is not like we are looking to be that but tick tock right now if you follow

6:34

garyvee with gary vaynerchuk he’s always talking about the fact that most of us um are not doing tick tock content but

6:40

that’s a really good missed opportunity uh real estate page so she is like one person that’s featured

6:47

and let me just say this so i’ve got two tick tocks i’ll play so one is hers and i’ll play another one follow but this

6:53

one is just a simple you don’t have to say anything just you know using music and dancing

6:59

[Music]

7:08

right that’s that was it that was the whole tick tock how much money do you need to have down for down payment and

7:13

clapping the music the music makes a world of difference it’s crazy right that’s it mean if you

7:18

guys are stuck on tick tock right it’s just like holy smokes did you guys know by the way that tick tock is overtaking

7:23

uh google in terms of position number one google for many many years was position number one right in terms of the most

7:30

visited website of all time right per day followed by neck and neck we’re always facebook and youtube

7:36

right and then youtube always was in terms of time on site but now as of uh

7:41

december of this past year tick tock has overtaken all the platforms they’re the most visited right on a

7:47

daily basis which blows my mind but then like when i see my kids i’m like oh yeah that’s where i got my news let me get

7:55

your news i guess i mean because that’s where they’re at that’s where they get the news that’s how they found out about the

8:00

war on ukraine right it was literally on tick tock and so it was just that’s the world right so uh so this

8:07

one she’s in portland uh she’s a john scott agent brand new you’re one agent

8:13

already getting business from tick tock just doing tick tock so i’m not saying that tick tock is the strategy i’m just

8:20

saying that’s one of the places where you can create content where honestly probably none of your friends will

8:25

probably even find it right for the most part unless you already have a bunch of followers already with no content but

8:31

but this is so it’s kind of like fun testing ground but the music makes a difference now what you’ll see obviously for those of you who are not like you

8:37

used to doing this she does a long-form video in the car which is good because the car is great for audio

8:43

purposes she’s literally just holding it as you can see or she’s maybe she’s gonna stand right there so she’s parked

8:48

in this case um but then you can see where all the cuts are so what’s nice is that it’s not live

8:55

you’re just doing a long-form video then just making all the cuts inside picked up adding the music adding the little things and then it’s like oh is there

9:02

likability factor so she’s getting busy from this that does the crazy market even mean everybody’s saying it it’s

9:07

such a crazy market it’s a seller’s market what does that even mean now let me tell you we’re in a seller’s market

9:13

because there is less inventory with more buyers more people are being approved to buy homes with a lower

9:19

interest rate what their interest rates have to do with this going into a home over just when there’s a lower interest

9:24

rate will save you hundreds of dollars yes you have to be more aggressive

9:30

because there are more buyers and not as much inventory which means there’s not as many homes but if you wait to buy and

9:36

interest rates go up which they are your monthly mortgage payments can go up hundreds of dollars just by a percentage

9:42

going up so lock in those rates now get pre-approved and you fight for that

9:48

house you go with your local real estate agent and you put in the best offer you

9:53

can possibly do you’ll be thinking yourself later okay so she’s already creating a

10:00

reputation obviously as an experienced agent when she is a year one agent right and she’s doing really well so she’s

10:07

gotten some big deals and that’s not where she’s getting all of her business obviously but you know she’s becoming known in that space now now i think we

10:13

got to go a little bit more strategically into the different um

10:18

platforms like instagram versus tick tock and all that but um uh what additional like i want to talk about a

10:24

couple of different content pieces that you should understand in seattle right now that you have access to which very

10:30

few people in the country have access to is not okay now i know the other loan officers

10:36

aren’t here yet they don’t have this product yet we are at john scott in fact in

10:42

relationship with them to try to figure out like how we can work more and it’s a different kind of product for the most part but they have to offer something

10:48

called house swap so you can go to knock.com right and you can offer a house swap so

10:55

the video might go something like this hey everybody’s howard chuck with john scott real estate hey there’s a major new release for the greater seattle area

11:01

right now which is you no longer have to sell your house before you come by you can just buy and you don’t have to qualify for two

11:08

mortgages it’s one of the greatest opportunities out there uh that way you’re not having to compete with all the other buyers who are not contingent

11:14

so if you’re curious about buying you got to sell first talk to me because this is a really important program that you need to know about so it’s a great

11:20

time 2022 to buy with everything that’s happening at home huge home evaluations

11:25

uh so just give me a call okay so i could do that little video right and i wouldn’t i won’t reference not because i

11:31

don’t want them to go to them i want them to come to me then i will reference knock or priority as the option you guys

11:37

understand right but not it has something called house swap which basically and they just increased it to

11:42

like before it was up to 800 which is like ah that’s only maybe 30 40 of the deals so now it’s up to 2

11:51

million in california and seattle so they’ve gone up to two million in seattle right so basically anything

11:59

who you just must start showing a house right now they would normally have to sell first

12:05

right they just qualify for one mortgage as if they already sold the house

12:10

okay so they have to have some equity like 20 equity in their current house which most people do so as long as they’ve got basically 20 equity you can

12:17

just start showing them homes right now so this is a mortgage company so in essence what’s happening is they’re the

12:22

ones guaranteeing the mortgage is that more expensive it’s about the same right so you can talk to them about all

12:28

the details but it’s very competitive plus you’re getting the house right so they get the house then they give you a little extra money to after you’ve moved

12:35

into your new house fix up your old house which is incredible the whole house is now vacant makes your listing

12:41

life a lot easier and so of course the house value is going to be increased as well you have the opportunity to present this

12:48

99 of all seattle agents they don’t understand that or even know the program you can just use your client i mean it

12:54

gives you a very big significant advantage by you understanding not so audrey you should go to knock.com right

13:01

take a look at it i think i’ve already connected jason joe jason did i already connect you with uh karina yes okay so jason has a

13:08

connection did you do the presentation for you guys okay all right so so oh so yeah she can

13:14

do the presentation you have to first go through like uh i think it’s only like 15 or 30 minutes or something but you

13:20

have to go through like the certification or the training so that you guys understand it but then you’re kind of certified hey everybody at tower

13:26

trunk i just got certified with a really great program where you can buy before you even have to sell so you can basically have that as a solution now

13:32

keep in mind not everybody is going to do this and then if you actually qualify they just want to use the traditional

13:37

route you still have of course uh the traditional path as well who’s heard of fractional ownership

13:45

everybody nobody including even jason

13:52

no fractional ownership of real estate so there’s the traditional fractional

13:58

real ship that way the new fractional ownership so you guys hear a guy named spencer

14:03

raskoff she’s the former ceo of zillow she loves zillow and he started one of these

14:09

companies picasso in this case right there’s also another one called vacasa there’s another one called ember so

14:15

those are the three main companies existence right now and what this basically means

14:21

you know what it sure would be nice to have a second home in hawaii

14:26

or in arizona or in malibu yeah do you have four million dollars no

14:32

do you have two hundred thousand dollars yeah it’s not a timeshare you’re literally

14:39

buying a fraction right ownership of a luxury home

14:45

that’s owned by the llc that you own one eighth one twelfth one

14:51

eighth one up to up to one half right so then you can get a mortgage because it’s real property right on that portion

14:59

and so you basically you can hand it down it’s again it’s not a texture like the word timeshare but it’s timeshare

15:04

like in the fact that you can use the space you don’t own it a full 100 of the time you got to share it with the other

15:10

people you can give it away to your friends or family or whatever you want to do that’s fractional ownership

15:16

and look they all want to work with agents because you have the clients right so

15:24

you get the commissions referral fee for your fractional sale portion right and so now

15:30

oh how are you seem to know about investment properties fractional ownership opportunities you seem to know

15:35

about like bitcoin and you seem to know about all these awesome opportunities in

15:40

real estate oh i could buy before i even have to sell got it right that’s all content you can

15:46

be sharing right now because you literally watched a youtube video because you went to amber you know uh

15:53

homestuck i forgot it’s embersomething.com uh but you can just do ember real estate it will come up forgot what the url was right but learn

15:59

about co-ownership it’s all on video like you get it in two seconds you’ll be like well let’s take a look at listings

16:04

right so then you are the one referring the clients and voila you get commissions you need to get commissions

16:10

from all sorts of places right so again you should be getting referrals from a leading re you should be getting

16:16

of course uh relocation within the general scout network you should be doing fractional ownership here and so

16:21

on and so on and so on so that’s this is all video content gold.

VIDEO 3 – 16:25 | PLANNING OUT YOUR 30 CONTENT CALENDAR

What does your month look like every day uh if i’m your consumer

16:34

and i’m on facebook or instagram i should or at least once a month be seeing some of your ads

16:40

now we all know what a target marketing is i want to go after all the people who

16:46

graduated college who earn over 150 000 who live in this particular area right that’s a demographic right so i can do

16:51

target marketing and select all those of course and and and the ads but remarketing you guys don’t know what

16:58

remarketing is yeah you guys do right this group i’ve got connections i’m gonna upload these

17:03

connections i want my ads to just go to them and so the same dollar i would have

17:08

normally spend to the target group i’m i’m paying a fraction of that to my own

17:13

spheres of influence so basically instead of just posting content all the time to my personal or posting content

17:19

to my business and then sharing it to my personal i’m going to do a boosted ad remarketing 50 a month to the people

17:27

that i know right so i’m just targeting them in the form of an ad with some of the content that i’ve created so that’s a really

17:33

really important piece for you to do every single month i would say fifty dollars a minimum every single month

17:38

it’s like imagine if you have a listing you can spend 50 bucks a month just on flyers right in this case you’re going

17:45

upstream and downstream constantly doing a 50 ad most of you are not spending 50 dollars

17:51

you’re just doing regular organic posting you do need to invest in my recommendation an ad every single month

17:56

on because if you’re creating the content pieces you just need to expose it to your experience of influence regularly through social media

18:02

particularly facebook instagram that’s worldwide there okay so then of course email drip campaigns are going out buy

18:07

side uh you know housing updates it’s a purchase bus market ready plus market insights neighbor campaigns property

18:13

tracker the seasonal campaigns all of them check the box for every single one

18:21

and then your clients you will surprise they will not be unsubscribing because the seasonal ones only come out

18:28

once a month right and by the way every single time all those seasonal ones go up we hear stories all the time i just

18:34

got a listing because somebody replied to a happy fourth of july right happy mother’s day actually the

18:40

mother’s day we don’t do automatic you have to select that one to send right because that’s not one of those ones that we want to show mother’s day

18:46

father’s day is like uh one of those ones where you can optionally step but uh there’s like the happy fourth of july

18:51

all those seasonal ones on the campaign set everybody up so when all of this content is going out just by email yes a

18:57

lot of those will be swipe left but from but if they have a particular need they will click reply or let’s say there’s a

19:03

listing in the neighborhood and it looks like you’re listening of course it’s not which is like hey i’m curious about that one

19:09

that’s why they need to be signed up for all the email drip campaigns social media of course boosting

19:16

so now if you’re creating great content sending it out through all the channels including email the crazy part is uh if

19:23

you take the people that you know and then you take the people that they know that’s ten thousand hundred people

19:29

that you know you’re creating content for them and then they share it to potentially a hundred people that they

19:34

know so that’s ten thousand so you just went from on the small side if i know 100 people and three of them are going

19:40

to move this year but all my 100 people know 100 people and they also know three people that might move and i share

19:47

really good content where i get those referrals then the opportunity is to sell 30 houses just from that right

19:54

I’m sorry, not 30-300. 300 transactions just from the 100 people i know

20:00

now the crazy part is you guys all know linkedin if you go on linkedin it’ll say you either know them you’re one degree removed so they’re

20:06

second or the third degree removed you guys all know right right there’s never a four because length is just like that’s too many people the third degree

20:14

right but oh look i know somebody who knows somebody who knows that person i’m

20:20

third of three degrees removed from that person 100 times 100 times 100 you have access

20:25

to a million people right so whenever you see content sometimes that some of your people have already liked that’s basically what it

20:32

goes to that additional group when you have really good content that’s relevant and informational and you put that out

20:37

there that’s the kind of hey everybody if you like this content and you know somebody who might be also interested in this click you know click a like make a

20:44

comment would you because then that goes to the people that they know as well that’s the power

20:50

of that right so that’s the one hundred times one hundred that’s a million people just on facebook right

20:56

now with interesting content i’m not talking about goofy crazy stupid

21:01

like wacky content just good content things that this is like oh that’s really good to know in seattle well

21:07

that’s really good to know that fractional ownership i not thought about that that would be amazing i’ve always thought about owning a second home in

21:13

hawaii but i don’t have four million dollars i be like that’s the kind of content you’ve got access to that right now right so this should be a big

21:20

picture this last image i’ll get a little bit more into which is um business to business i’m not gonna play this video for time

VIDEO 3 – 21:27 | SPECIAL KICKOFF WEEKEND FOR LISTINGS

There’s something called the Special Kickoff Weekend and the concept is very old. Whenever you get a listing or there’s even an office listing the opportunity to get another listing is

21:56

the greatest during that period of time the greatest opportunity to meet a neighbor contextually because of that

22:03

listing is during the time that you’re you’ve taken that lesson you guys all follow right so i’m gonna of course do

22:09

an open house i’m gonna create a buzz this is a benefit for my seller i’m going to try to get everybody to come in

22:15

on the opening weekend the first open house saturday and sunday so there’s a ton of people a ton of traffic so that i

22:22

want to create a fear of loss scarcity i’m creating a psychological scarcity

22:29

which is part of the influence strategy that look there’s all these people interested in this house

22:34

so then you’re going to get better offers so is that good for your seller okay that’s why you’re doing the open house for that but for you you also

22:41

additionally want the opportunity to have conversations with all the people that are coming in but the neighbors now

22:46

this is why i’m going to go into old school old school sales tactics which is very important

22:52

um so uh in order for me to get a listing based upon a listing or an open house i’m about to do

22:57

um one hour prior to the open house from 12 to 1 there’s something called early entry for neighbors right so in order to

23:03

invite people to that i need to go even earlier right either on the saturday sunday or

23:09

on friday right one of those three days and then exactly what i say

23:15

based upon what i say and one word that’s different you will have a major swing

23:21

of yeses versus nose are you ready for it okay i already gave you one which is

23:26

just for fun right that was one it should be natural vocabulary right should be one of things

23:32

you say hey just recall nuts right um or did you know how i’ve also

23:37

been doing i’m doing this for all my clients right now because they’ve been asking that’s also called social proof right

23:43

it’s psychologically saying oh everybody wants that yes i want that too okay so this is this phrase and you always

23:50

start off with an introduction hey i’m howard trump with donald scott real estate that’s why even those guys who did video

23:55

i said say exactly this remember hey or i’m howard chum with john scott real

24:00

estate right i had you guys all do that like three times some of you forgot your own names but it’s like literally

24:07

my name but donald’s got real estate you got to use the word real estate because there’s all psychological context to oh

24:12

what’s the real estate market like what’s the market like so what you’re going to say is with javascript real estate the

24:18

reason i’m knocking your door got it yes yes

24:24

why are you knocking on my door on a friday afternoon when they’re generally pretty happy right so happy fridays i’ve got my name

24:30

back on i’ve got my hat on right i’ve got an ipad and then name badge all that stuff i got my clipboard

24:37

and i give them a flier reason why is because i just listed your neighbor’s house oh you’re a community member i’m telling

24:44

you it’ll make a big difference i just listed your neighbor’s house or we just or we just listed your neighbor’s house

24:49

want to give you information about the asking price most neighbors are cursed oh the flyers were gone actually i was curious about that so where’s that house

24:56

a couple blocks around the corner oh i’m 12. yes there you go then they’ve got a flier they’ve

25:03

received something from you they’re looking at the flier yeah so i’m inviting all the neighbors if you feel like coming in people are

25:09

Curious about it, it’s open from 12 to 1 just for the neighbors so feel free to swing by tomorrow at 12. you know

25:15

and i’ll be happy to show you that okay thank you very much now this is where the magic happens

25:24

nope it’s the next four words that’s magic

25:29

okay and this is what it is would it be okay get it ingrained i’ve done even this

25:35

with jason before and he’s forgotten that’s not he’s forgotten the words what

25:40

would be you know what happens in the moment when you’re a little nervous it might come out slightly different

25:47

that’s what happens okay and so the the immediate thing that will happen is

25:52

you will say would you like so as soon as you say would you like whatever comes out of my mouth next

25:59

about 70 to 80 of the time the answer will be no thanks it’s okay okay there this is proven this was like

26:06

there’s a study on these words okay when i say would it be okay 60 to 70 percent right on in certain

26:14

contexts 90 plus percent of what comes out of my mouth next the answer is yes

26:20

okay and they did this one study with the copy machine this is back in the old days where they’re literally waiting for

26:25

a copy machine there’s a line and people would try all these different phrases to see like how can i cut in line almost

26:32

everything well no there’s a line duh gotta wait in line the copy machine until it was that phrase would it be

26:38

okay and then they thought what came next mattered and then they realized it

26:44

didn’t even matter what came next oh i’m in a real i’m in such a hurry right now my i’m double

26:49

parked but they use all these different keys to see like which which one would be better than the other to the point where they finally said

26:55

would it be okay to cut mine from you i need to make copies that was the last one that they used

27:01

and it was exactly the same effect so would it be okay the immediate answer

27:06

was sure so i’m giving you a psychological hack right now if you ingrain this almost in

27:13

any circumstance whatsoever and then additionally use a social proof um

27:19

validator you’re going to find oh my god i’m getting so many name cell phone numbers and email addresses and their

27:25

home addresses of people want to talk to me they forgot their agent by the same by

27:30

the way i mean but this works every time so it’s hey would it be okay to let you know what the house sales foreign closes

27:36

most neighbors are curious got it

27:41

if you can’t oh yeah just i think if you can’t make it tomorrow would it be okay to let you know what the hell salesforce closes most neighbors are curious

27:49

and then you get you should be getting a bit unless you look freaky

27:58

or say it in such a way that you’re making me nervous you’re you’re going to get a lot of guesses

28:03

if you’re dressed properly got your donald’s got gear on you got the whole thing you’re smiling hey i’m hardcore

28:09

with jungle scout real estate and the reason i’m not on your door is because we just listed the house around the corner we just want to invite you to get

28:14

some fire information about it open house from one to four but for just for neighbors from twelve to one do you wanna come in a little bit early

28:20

in case you can’t make it would it be okay let you know what the house sales formula closes most neighbors are curious

28:26

there it is all put together okay voila if you could do that now imagine

28:32

you’re actually at the open house and then people are walking in hey come on in welcome how are you here with john

28:38

scott real estate just need to sign in [Music] oh i don’t want to sign in you guys know

28:44

the answer to that right yeah oh gosh it’s it’s it’s seller policy

28:50

it’s for security purposes you understand we would do the same exact thing for your house if you don’t want me to contact you i’ll possibly make

28:55

that note but we need everybody to sign in for security purposes seller policy

29:01

they start signing in hey would it be okay to let you know with the house sales for when the closest most neighbors are curious most

29:07

people are curious sure permission-based marketing every single

29:12

person who signs in whether they came to the open house before the open house i’m getting names any single time that i

29:18

want to i now go to local business hey i’m how are you with john scott real estate

29:23

reason i’m coming is because i listed a house in your community i’m sure your business service is this whole neighborhood over here oh yeah

29:29

just want to use some flower information most business owners are curious about what’s going on the neighbors every year

29:34

hey wouldn’t be okay to let you know as home they’re selling whether i’m selling for including this one one closes most most business owners are curious about

29:39

what’s happening in the real estate market sure that’d be great yeah business card here oh how are you practicing dentistry here

29:45

how long have you been a vet here follow me your fridays should be extremely busy

29:54

your saturday should be busy i think fridays are like mondays right i mean you guys want to kill it in this

29:59

business master a few of these right master a few of the permission based

30:06

questions that answer is yes now we’re going to have a stupid crm system that’s right and what are most of these crm

30:12

systems designed for email drips and analytics so general scout has one of the best email drip content solutions

30:19

not necessarily the best in the analytics right now but we’re moving to salesforce by the end of the year

30:25

that’s going to be a major lift we’re already doing pilots on it it’s salesforce it’s everything but if you’ve

30:30

got no contacts receiving content it’s useless so there’s no point they’ve been telling you about it because you won’t use it so

30:37

uh all that is just basically what’s happening right now so that is special kickoff weekend use an open house as the

30:44

number one reason to like knock on neighbors doors activity all that kind of stuff now what if i don’t have a

30:50

listing this weekend howard what if none of the agents in this office are willing to let me do an open house with them

30:56

no problem take some recent souls in the community that you want to walk

31:02

same exact thing enough enough now okay i’m hard time with john scott real estate reason i’m not on your doors because i’m just giving all the

31:08

neighbors because it’s spring all the recent souls that have been happening so far

31:14

would it be okay to let you know as new homes are coming on the market what they’re selling for most neighbors are curious

31:20

sure they’ll be the same exact thing got it so the excuse doesn’t matter as long as i’ve got real estate information

31:27

talk about a power hour you want condos condos town houses

31:34

right i mean you want to go really deep dive and be smart go to like a townhouse complex or one of those own complexes

31:41

where their homes are pretty small and naturally people need to move out after three four years pick something that was

31:46

built like three four years ago not from their door they got a ton of equity built enough

31:52

hey i’m the local harbor point village expert i just want to give you all the recent souls that

31:58

have been happening in the community because all the neighbors have been curious same same thing right so would it be

32:04

okay would be okay it would be okay let you know i’ve been teaching that for years people still forget this again so anyways um all these postcards do all

32:10

these things so use special kickoff weekend for all those activities so

VIDEO 3 – 32:16 | JOHNLSCOTTVIDEOs.com

Go to johnlscottvideos.com on the top right it’ll say video tools

32:23

and lighting there’s little tips for stuff on the left there will be video workshop

32:29

and scripts two tabs you can go on your phone right now and get it if you want to right so if you click on video workshop and

32:34

scripts you’ll see this page got it it’ll say one two and three

32:40

number one is the actual scripts and content calendar which i think everybody has a checkbox on a download it’s just a

32:46

simple word document okay number two the pdf of the all these slides are

32:53

there that’s number two if you ever want to review just go there download the pdf number three

32:58

post workshop follow-up items these are action items i’ve got like a dozen action items additionally after this

33:03

class that you ought to do so that you can it’s like i forgot i don’t know where my checkboxes are just go there

33:08

right there’s a ton of things starting with uh you know create repeating and recurring events right like i’ve got all

33:14

those things there for you to do so all those things exist in the right now now when you click on number one

33:21

you’ll get to this page right or this will be one of the documents right um hold on so

33:26

scripts and content calendar so this is the content calendar okay so the content calendar what’s really

33:32

great is right now you’re not doing any hard dating one-on-one messages so i would say start with the 1ms one

33:38

messages this is all the photos google photo thing that i talked about earlier so i can talk about the yearly housing

33:43

update i can give somebody a market update an inspirational i thought i was just thinking about you be be careful of

33:49

those right uh happy birthday somebody you care about us fine uh you know happy birthday what if you did a video happy

33:55

birthday message through google photos rather than just happy birthday on the thing they’ll remember your one video i

34:01

don’t know about the singing thing maybe i mean some people who sing well possibly but um it could also be

34:06

obnoxious so uh seller report buyer communication we already talked about this monday morning 9 a.m hey

34:13

mr seller just from mrs seller i just wanted to give you a little update of what just happened this past weekend or

34:18

to the buyer hey uh just for fun let’s go take a look a little bit outside your parameter because i’ve been taking a

34:23

look online and one looks really interesting that’s just for fun right um there’s a buyer opportunity this is a b2

34:29

or b3 hey i know you’re not on the market yet or you may never be but i just thought about you i saw this house

34:34

i just want to share it with you and then you text the link but they see the video of you guys i mean you could

34:40

just do that but that’s just a great little opportunity especially if you’re in a home and you have to take a tour of

34:45

it although you got to be here careful of that with the um with the rules and mls rules i want to invite somebody to

34:50

lunch to happy hour to an event of some kind right what if like any of those you can

34:56

basically do you know at the end of the day we talked about the importance of having a buyer

35:02

appointment listing appointment or referral right isn’t that everything in this business um one of my friends was

35:08

asked this question the top producer if you had a hundred dollars left in your real estate business it’s your last

35:14

ditch effort right to make in the real estate business what would you deal with that hundred dollars and the question was accident context to probably like do

35:20

something really cool with marketing or you know invested in the boost or something like that and he goes all right i always spend on gas money

35:27

last hundred bucks i’m gonna spend on gas money i’m just gonna go visit all the people i care about the most just checking on them

35:34

right so my question is like shoot when was the last time you did that those of you who are chilling it you’re

35:40

doing things right you would love to do more of these things that’s awesome those of you who are like kind of struggling you don’t have listing

35:46

appointments buyer appointments a bunch of sales right now and it’s like like you better master some of these you know

35:52

some of these activities behaviors gas money popping by one-on-one video messages you know like that’s what’s

35:58

going to make a difference it might not lead right away but a lot of times it will it’ll lead to a referral to

36:04

somebody’s thinking about buying something very very soon so that’s why it’s just like one-on-one messages starting with right of course you can

36:10

download this whole except excel spreadsheet you gotta get much more organized in your business

36:15

now that’s the part we’ll go after after the lunch right or during lunch um so

36:20

one-on-one messages so these are some of the examples right invitation a personal introduction personal introduction so

36:26

what was your name again leah hey everybody it’s howard trump with jonathan real estate today i’m with leah with priority home lending and one

36:32

of the things i just learned about their process right now which is unlike any other place like they can actually close

36:37

a loan in 10 days right if you get all the stuff up front that’s gonna make so much of a difference to the to the sellers that

36:43

are out there that’s pretty much as good as cash right so leah tell us a little bit about a 10-day closing could you

36:48

guys actually close inventory like oh yeah got so many examples let me tell you we just said right now okay so

36:54

you get the idea right so uh introduce people right she can’t talk about rates right obviously on your video but she

36:59

can talk about programs right is that true okay so long after stage your home inspector you name the personal

37:06

introduction you get the idea right hey and today i’m with it’s okay so it’s very easy to kind of flip the camera on

37:11

and you can even do like one of these right hey everybody so we’re talking about today i’m with and you flip the camera so you can do it that way as well

37:17

right so there’s different ways for you to do that uh price jumping i love price jumping but most of you don’t know price

37:23

jumping or can’t articulate price jumping i know like ashley can do it but she did i think i saw a video of you

37:28

actually saying the script was that right was that price jumping i don’t think it was priced okay so you guys

37:34

know what price jumping is right okay price jumping is super important okay price jumping superman but my loan

37:41

officers are here because they can validate some of this stuff and plus they can give you numbers but most of you guys can’t so that’s the this is the

37:46

bottom line somebody buys a house for four or five hundred 000. they bought it four or five years ago you guys are following me equity is built out so you

37:53

buy a house four or five years ago and it was like five hundred thousand dollars at the time you know what it’s worth today

37:59

could be could be let’s say it’s worth eight okay let’s say it’s worth eight right so

38:05

normally speaking they would never consider buying a 1.1 million dollar house their brain affordability wise in

38:12

the 500 000 range which they’ve been living in the house built up the equity of 800 right so now they’ve got a ton of

38:17

equity built up okay uh let’s do a simple math there’s a gap

38:22

so one point so you you do realize that homes like five six around there they’ll tap out a little bit and then they’ll

38:28

start to slow down appreciation because there’s only so much square footage right so usually it starts to cap out doesn’t like go crazy crazy so it’s kind

38:35

of like for the hype then there’s homes that are in the higher price range it could even be the jumbo rate or

38:40

basically the luxury range right maybe there’s a view maybe there’s all these other type of things so a lot of the

38:45

higher end homes sometimes they take a little bit longer for them to sell right

38:51

so sometimes opportunities are better the higher range so now you have a two to three hundred thousand dollar gap

38:56

between the eight hundred thousand dollar house and the one million or 1.1 million right so 2 to 300 000 sounds like a lot

39:03

until you start to break it down into a monthly payment obviously right so when you take a hundred thousand dollars

39:09

right and a 30-year mortgage and let’s say the rate if even on an adjustable a jumbo or even a fix that five and a

39:16

quarter it’s somewhere in the range of agents only range-wise give me an estimate

39:22

hundred thousand dollars 30-year term three to five percent interest rate approximately what’s going to be the my

39:28

monthly payment on a hundred thousand dollars over 30 years

39:34

all the time i don’t think about it i get that all

39:40

the time it’s just like no no it’s not quite fifty dollars it’s a hundred thousand dollars right ten thousand dollars would be fifty therefore

39:47

about five hundred am i right they’re about right okay

39:52

two hundred thousand dollar difference that has doubled so you’re about a thousand bucks guys i’ll follow me right

39:58

so now do you know what it costs to buy a truck or a car right now

40:04

okay it’s like honestly you take a payment of a car or a truck

40:09

add insurance right you are looking at like a thousand dollars and people are justifying and the car

40:16

markets are going crazy cars are flying off the shelves because they’re awesome number one right but it’s just like

40:22

people are getting used to putting higher and higher dollar amounts for vehicles and loans right so hey everybody it’s howard john with

40:28

dom scout real estate today i want to talk about price jumping basically what this means is you might have so much equity in your house where you can buy a dream house so if you plan on buying a

40:35

car or truck this year or you recently got rid or about to get rid of a car truck this is the time to come talk to

40:41

me because you can be in a perfect price jumping scenario where you’re maximizing the equity in your current house to

40:46

potentially buy your dream home you would have never thought of being able to buy a million dollar house but with

40:51

the same monthly payment you might be able to qualify so come talk to me i’ll introduce you to amazing loan officer

40:57

and we might actually be able to find an appreciating asset like real estate rather than depreciate value like a car

41:04

now that’s sound financial advice in my opinion right so that is called price

41:09

jumping so it’s that gap where the equity is done it’s kind of like at the cap and now you can basically jump up

41:15

two hundred thousand dollars potentially might just be a hundred thousand but still right it’s like holy smokes i never thought about buying that house

41:22

getting that bigger square footage or the view i’m not manipulating anybody i’m just saying don’t buy a car buy a house instead

41:28

that is the type of information price shipping scenario is okay investment home opportunity we already talked about

41:33

that one and just for fun and remember one i was just in the neighborhood remember when right that type of these

41:38

are all one-on-one messages by the way right so when you can do a one-on-one message you don’t have to do video

41:45

editing no music added you don’t introduce yourself hey jason’s howard i just saw

41:50

an amazing house i thought of you because it’s like this might be a really good price jumping opportunity

41:55

great it’s easy right i’m just doing a little video hey it’s a quick little outside tour but let me talk to you

42:00

about this don’t give me a call let’s talk about it that’s price jumping

42:05

sure this is not an urgent one okay um this is this next one uh this is the

42:12

the for the broader groups categories right local parks and recreation you’re interviewing a local fire firefighter or

42:17

a mayor a school teacher or a police officer uh your favorite streets neighborhood communities everybody’s hour trip today i want to go over my

42:23

favorite street in ballard washington or ballard in seattle right and you know this little street is like on popular

42:29

street but what you don’t realize if you don’t come to bella very often this is transforming all the time there’s so many amazing restaurants my favorite

42:34

dessert place is this place nbn for those people have nothing to nbm uh meet your neighbors interview right uh web3

42:41

crypto nft metaverse to fair housing to before and after series hey everybody this is the house before this is house

42:48

after it’s been staged and decluttered and all this other stuff right so you’re taking clips before and after special program offers uh special

42:55

programs like uh fractional ownership and uh instant purchase plus a microwave plus a knock and you know priority home

43:01

lending and certified mortgage ready contests right like the um uh when a trip for example right guess what uh

43:07

your home guess what the mitchell ham shop guess what the home will sell for everybody is michelle hampshire with javascript real estate are just to give

43:13

you the listing we’re listing it at this price uh all offers are gonna be reviewed you know on monday and tuesday but guess what you think the house will

43:20

sell for right she always likes to do it toward the end when it’s actually already closed so you can actually tell them hey

43:25

everybody i just just listed it listed for this prize it just closed this friday guess what it sold for the winner

43:31

will win a 25 gift card and she gets a ton of engagement this is not boosted just for her own friends right and so

43:36

she gets all this engagement but you know when people engage and do guests like that you get to perfect them

43:42

you get to dm them right you can send them text messages right so they’re all curious and content

43:47

contextual because you’re in conversation so those are all tips so then you got a ton of scripts that you

43:53

can redo for yourself you can you know just type in your own name after an open house uh monthly housing market or

43:59

marketing insights download my mobile app investment opportunities price jumping opportunity hot market

44:05

everything get a cma market ready plus instant purchase plus listing launch special kickoff weekend early entry uh

44:11

for neighbors for posting win a trip right a buy site entry um so you can use all those things right

44:18

and what chip is great because all you gotta do is email them the form the one and trick form so then you’re like abiding by the rules of the thing but

44:25

then you collect all the information back which is when do you plan on buying next with your current home like you

44:31

know and you get a winning trip oh by the way i should always i always like to share this you know we do these winter

44:36

trips which technically you all pay for because that’s how these things work right when you pay make payments it goes

44:43

to programs like one a trip we don’t make any money from on a trip but we basically give three trips per year in

44:49

the form of a four thousand dollar credit you can basically go anywhere you want without four thousand dollar credit right that’s basically to um uh uh

44:56

through a triple a travel agency uh but basically you can go anywhere you want with that right and so um

45:02

you know uh lennox picks the drawing but do you know how many entries are in there when he picks

45:09

like 30 you guys ever had her contest like one chances to win one and like 400 000 or

45:16

one 100 million or whatever your clients have like like 130 chance of winning so whenever i do classes like this

45:23

there’s a flurry like oddly of like oh how come that that office keeps on getting the winning trip for the next

45:29

year because they did a class and then they did they they like really posted and remembered it and they put a few

45:35

processes and then for a little while that office seems to like get all the things so i’m just telling you right now your clients have the opportunity to win

45:41

a trip because there’s just not very many entries of that thing so you start to follow the forum you know send it all

45:46

in submit it and all that but you can literally do it for open houses for virtually anything just fill out the form properly right

45:52

okay so so yes it’s just like free giveaway type of things right power buyers the whole cell before you buy

45:58

before we talked about the vacation on second home opportunities fractional internship we talked about okay so outside of all those scripts

46:06

there’s a simple process when it comes to creating video content always

46:11

starting with this is obviously not for the one-on-one although hey hey you know you know chris howard hope you’re doing

46:17

well so of course you do that but on the general posting of content always number one it’s hey everybody it’s howard

46:22

truman john scott real estate just get that real estate part down with john scott real estate don’t say with john

46:28

scott same with john scott real estate right john scott real estate the brand is already working for your favorite

46:33

users right so happy new year’s trip with john scott real estate today i’m going to share as soon as they sit up what are you

46:39

going to share today right you’re curious about what i’m going to share uh we’re out here today with

46:44

what’s the number one what are the top three you get right you’ve seen a billion of

46:50

these but like in terms of like you being the first one to do it it’s just like oh what do i want to do then that’s

46:56

the okay so if you’re curious about click below dm me reach out to me that’s so it’s one

47:03

two and three right number one say your name number two uh what are you gonna do state your purpose number three what’s

47:09

the call to action right always those three things then here’s an example hey everybody it’s our time with john’s got

47:14

real estate today i’m going to talk about the higher level today’s what the higher interest rates mean for you today i’m going to talk about what’s about you know the fact that arms are becoming

47:20

more popular than ever before hey we’re out here today with my loan officer hey today we’re uh you know the question is uh when is the real estate bubble going

47:26

to burst if you’re not comfortable answering that question ask maybe i won’t ask her ask

47:32

uh you know maybe a local economist or ask you’re managing broker right and so like does anybody with an authority have

47:38

but you remember you’re the authority to hey really you know when it comes to real estate the bubble burst back in

47:43

2008 if you didn’t watch the big short you know it’s basically what was happening with something called the subprime mortgage interface

47:51

painful um so subprime so subprime today is not really a factor anymore it’s actually the economy is really solid and

47:57

the people who are volunteering for the mortgages really can’t afford right they actually have jobs and money and you know they can make these out you know

48:02

and they’ve got you know equity in their homes therefore it’s not the same type of bubble now we’re talking about recession the concession situation but

48:08

that’s a little bit of a different thing because potentially they’re uh more ukraine combined with blah blah blah all these other things are

48:13

happening so if you can talk to some of that great if you can’t don’t you know if you could be

48:20

wrong then be careful right so you can always use the what some are saying and what

48:26

others are saying but nevertheless for your local real estate market always come back to that of course and then the call to action so that’s the simple hey

48:33

if you click below to draw an enter f25 hey everybody i’m going to costco today hey everybody everybody on my uh i’m

48:39

harvard with johnston real estate i’m my cosplayer today i just bought a bunch of different sizes of air filters

48:45

so if you haven’t changed your air filter anytime in the recent past let me know what size you are and if i’ve got one i’ll make one available for you come

48:51

by the office or i’ll swing by and pick it up just let me know do you have me here boom they got free air filter right like

48:57

i didn’t know i had to change out air filters which some people obviously don’t because even at home inspection where

49:03

they never changed up an air filter okay so then there’s an example of one

49:08

scanner okay so um uh there you can basically just do

49:13

something on that last one just like why he loves west seattle i’m just trying to cruise through here so you guys can have lunch um so i just want to make sure

49:21

that these different areas are understood because it’s all a little bit different

49:27

youtube is to educate youtube is landscape right not vertical right

49:35

youtube shorts is vertical okay but youtube the standard youtube is all landscape educated seo embeds long

49:43

and longer videos landscape shorts similar to instagram reels and tick tock vertical videos you

49:49

can basically create one and upload it to all three platforms instagram you guys all probably know this better than

49:55

me post stories and reels right so reels are becoming very popular because of tick tock um so your your reels will

50:02

show up to i think most of the people um but there’s one habit that’s happened a

50:07

lot which is people will create a tick tock then they’ll download the video then they’ll re-upload to instagram

50:13

which you see a lot of technically that’s not right and at some point there might be more of a crackdown therefore

50:20

what’s the better probably recommendation is to create video including the music and the edit on a

50:26

third-party app okay then you upload independently the same

50:31

exact content to ticked off instagram and youtube shorts does that make sense

50:36

so you basically have three separate uploads you know for different vehicles you’re editing online now i know that

50:42

obviously there’s very specific music to instagram specific music to um tiktok so

50:47

it’s just it’s kind of up to you how you want to play around with all that stuff but you basically understand like i could reshare it to my facebook and

50:53

there’s highlights and there’s reels and reels are super short and fun and all that good stuff everything here is of

50:58

course besides youtube it’s all vertical ticked up short funny funny informational inspirational an app editor you can use

51:04

all that facebook instagram live live live if you go live right you can

51:10

do this instagram live also share the facebook live some opinions now you don’t want to make the lives too long but you also didn’t want to make

51:16

them too short hey everybody sour channel out here i’m about to knock on some doors because i’m inviting all

51:23

the neighbors to an open house i’m doing at uh one o’clock tomorrow uh for the neighbors from 12 to 1. hey if i haven’t

51:29

seen you for a while swing by it’s a great house that could be a lie no music no editing it’s just me maybe in front

51:35

of the house in front of the neighbor i’m about to walk but it reminds them that you’re out there right and what’s

51:40

awesome about live is facebook instagram love it when you go live they like put it in front of everybody

51:46

when you’ve been live right and it’s geo like all like all that stuff they love that kind of stuff um if you can go live

51:52

hey local business owner do you mind if we go live right now i talked a little about your business sure hey everybody i’m with

51:59

howard johnson real estate i’m will jason fox the local owner of the local

52:05

you know you guys been known for a famous long time here tell us you know how things been for you guys since philbin

52:10

well if you’ve never been to mbm oh my god gotta come down here and try it out i’m doing an open house uh you know really close to your blah blah so that’s

52:16

a great lie so don’t forget live right no editing literally just you’re ready to go with your 123’s um interview the

52:23

one thing about that i would say practice first because the worst are stupid

52:28

lives have you ever seen the really bad life it’s just like i mean i would say

52:34

nowadays like it used to be before just like throw anything up it’s like no you really should be good at like the

52:40

content because you can get the bad reputation for the boring reputation or the oh my god these are always so bad

52:47

right guys provide feedback to one another don’t just say it’s good when it’s not

52:53

good there’s also the people like it’s all about them

52:59

you guys know what i’m talking about yeah okay so there’s something called the story brand there’s a book called

53:04

another story brand where you’re not this hero hey everybody i’ve got all the answers

53:11

in real estate you need everybody when you’re looking to buy it’s a big journey out there okay so i’m

53:18

obi-wan kenobi you’re luke skywalker i’m not luke skywalker right so you got the heroes the client you are the guy you’re

53:25

the obi wan that’s the approach all the time that you should be thinking when you’re creating the content right so

53:30

you’re guiding them giving information educating inspiring wisdom and all that

53:35

right legal uh as long as it’s appropriate right so that’s the approach so just give people that kind of advice

VIDEO 3 – 53:41 | B2B MARKETING IDEAS

B2B. What if 20% of your business in 2022 and thereafter was from your B2B? When I say B2B you only think of mortgage, title, escrow and home inspectors. I’m talking about everybody who’s a business professional. The Linkedin people, every doctor, dentist and small business owner in your local communities. get the lists find out who the owners and managers are send them a little email because those are

54:17

super easy to find obviously right so send them a little email on what’s going to be the email hey this is better yeah

54:23

send them a video hey i’m howard john with johnson real estate the reason i’m reaching out to you today is because i’m connecting with all the local business

54:28

owners and since you’re a local veterinarian uh all the clients who basically i sell real estate to i want

54:33

to be able to know who the people i as i i recommend so i was wondering if i could swing by and just you know say hello to you

54:39

i meet you face to face that’d be great you can also have a zoom meeting with them especially if it’s like a dentist like i don’t have time

54:45

for that oh you have like five minutes for a quick zoom in meeting that’d be great if you’re accepting new patients with yeah five minutes just wanna

54:52

introduce myself sure that’s the zoom meeting right so then you’re gonna go after all the local b2b right and you

54:59

guys know who the majority of millionaires are in the united states right they’re small businesses they’re

55:04

small business owners so not that all businesses are millionaires but many of them have the

55:10

secret car in the garage for the weekends right that you haven’t seen so like there’s the front car right and

55:16

then there’s the back car so a lot of them do very very well so just like oh i need to identify all the local

55:22

businesses then i’m going to do co-branding with them i’m going to invite them to happy hours i’m going to do interviews with that person that is

55:28

b2b are you focusing on that i’m not just talking about chamber of commerce chamber of commerce is fine but just

55:33

identify all the local b2b people right and you will find you’re going to get a lot of great business okay so the next

55:39

portion is all about coaching make sure you all have a canva account um now then you can also edit videos on

55:44

canva which is really great even the free templates and stuff there was a ton of free templates and by the way and jason joe um

55:51

general scott we developed a gazillion great templates so remind us to get you the templates

55:57

you can share because like there’s like a couple of tweaks for the sharing but we have all the templates like built up not the video templates but just like

56:03

flyers like a million different types for canva so everybody should have a camera account uh oh actually this one

VIDEO 3 – 56:08 | HOW TO DO VIDEO CONTENT CREATION

WeVideo. this particular screenshot is we video um because people ask me all the time hey what’s a really

56:13

good simple video editor i always recommend wevideo.com that’s both for your mobile app as well as for online um

56:20

you can pay let’s see 7.99 a month but you’ve got to pay a year ahead of time but i think that’s a really good deal

56:25

and you can basically save all your projects and all your edits and music and all that kind of stuff and just create all sorts of funny little

56:31

simple things with your iphone really quick uh video strategies and tools oh make sure you have at least like one of these right because instead of always

56:38

being like this i mean these are like 12 20 bucks now you know and you have somebody to hold the camera for you um

56:44

you know that’s that’s close and you can and remember the camera likes hands i always say in videos hands up hands down

56:52

there’s different ways right but use your hands in real estate use props whenever possible right we have to point

56:58

to different things that’s just all part of the video strategy but uh nowadays you need almost less of everything you

57:04

literally just need to stand with your amazing 4k you know smart devices it’s just so good and just back to the

57:10

reminder of the zoom make sure the camera is facing you um properly not up

57:15

not down too much not the window in the background make a nice background you know like if you really want to do the

57:21

lighting correctly actually i’ve got a couple of photos like this should look like your home studio nowadays like what’s the cost of a light stand that’s

57:28

nothing these are super cheap right so there’s something called the three-point light and the three-point light is simple there’s a light facing me right

57:36

obviously a window is light facing me um rather than you know but that’s it’s it’s not controllable right but there’s

57:41

light facing me there’s a light to my side and there’s a light lighting up the

57:47

backdrop got it so those are three lights right one two and lighting up the backdrop so

57:54

when you do all three lights it’s gonna just oh my god you’re gonna look way better online right so on zoom meetings

58:00

for all of you so if you’re creating content like you’re literally your home studio somewhere you should be thinking like oh i should create a little simple

58:06

thing right bear printing by the way they actually create like um these those like canvas style looking things so you

58:13

can put on your wall and so you can have like living life as a contribution or like whatever you want to create they’re super cheap they’re like like 12 or 20

58:21

or something like that so you can use any of those little backdrops you know for yourself okay i’m down to it i’m down to my last

58:28

two minutes okay breathe uh so let’s see um yeah with no breaks okay so um the

58:35

reason why i show this slide guys is because if you

58:40

think that creating content is for yourself you won’t do it if it’s for your own business and growth

58:47

you probably won’t do it if i ask you hey i’m thinking about buying a second home

58:52

condo in ballard in seattle somewhere would you go around and take a look at some of the

58:58

best streets and communities for me at home as they come on the market because you’re in the area you’d be like sure howard

59:05

you guys know what i’m saying right so you have to have it in the mindset of i’m doing this for my clients who are really curious about real estate in the

59:11

various markets and all these things we talked about with rates and economy and you know inflation all that kind of

59:17

stuff like when i share information they want to know what so i’m just preparing it upstream i’m communicating that again

59:23

one-on-one group as well as you know on social media and all these other places in email so i’m doing all that though

59:29

uh we’re in seattle for good mistakes and yet probably nobody here has gone through barrhaven

59:35

has anybody here gone through everything right so a couple people uh so jason maybe joe fairhaven is a free but very

59:42

important um class put out by the association realtors for all realtors um it’s about fair housing

59:49

where we are today in fair housing and you take this little test you’re gonna miss mess up you should get way worse

59:55

than you think you uh your yeah like now i i did pretty good the stupid one was

1:00:00

it actually referenced like some korean family or like something like that i’m like wait a minute i am korean and in

1:00:06

this situation this is how i would have responded they said i was wrong i think there’s some mistakes there that

1:00:12

they’re gonna consider if it’s like no most now the right answer would have been this i’m like no i might have been

1:00:18

there but anyways okay that’s neither here there but um you need to take fair haven because always important because

1:00:24

did you guys know that uh you know the fair housing act was passed in and there’s fewer black homeowners today

1:00:30

than prior to 1968. what right it’s just like yeah that’s how far

1:00:36

we’ve been we’ve gone backwards since the actual fair housing laws um and it’s happening all the time whether we realize it or not of a whole to the

1:00:43

great schools well that is a way to say oh this is like where you want to be right like

1:00:50

this like there’s a whole lot of stuff going on out there so take it um and then it’s like hey

1:00:55

everybody’s cybertron with johnstown real estate one of the things is like you know there’s a simulation project called fairhaven.realtor and fair

1:01:01

housing is such an important topic so is that diversity equity and inclusion i’m probably one of very few agents actually

1:01:06

in the country there’s one half million there was a less than 34 000 last time back in november that actually took this

1:01:12

class but uh i just want to let you know i’m committed to fair housing and diversity equity inclusion it’s just you know the way that i roll so it’s just

1:01:19

who i am i learned a lot from that so that’s important to you as well you know dmv below you know you get that idea

1:01:25

right so you’re not just using it for marketing purposes but you are letting it known out there there’s not a they don’t give you a badge specifically they

1:01:31

do give one for um uh the other one at home with diversity right they so you get a badge with that

1:01:36

class this one is just an online simulation you can be done with it i think in about 90 minutes or so um so i would highly

1:01:43

recommend you go through that okay so additional action items this week

1:01:50

um name updated uh contact information name phone email home address set everybody up with all the campaigns

1:01:57

neighborhood housing that they seasonal property checker the addition oh you gotta create categories

1:02:02

you wanna create categories inside of my desk it does allow you to create categories right so these are my golfers

1:02:07

these are my wine people these are my ipa people or beer people these are my you know star wars people and then

1:02:14

if you sent me a piece of content that was real estate golf or anything liquor

1:02:20

related i i take a look at it right so um something but whenever like some

1:02:26

people said certain contests no like you know thing with me it’s like you’re saying hey howard you wanted to have a

1:02:33

star wars party and then play golf round of golf afterwards and then go for ips yes until all three that sounds like a great

1:02:39

weekend so you need to know your clients really well so my point is when you start creating categories and then you

1:02:44

say hey this is just an investor that receives this or this is just this group that receives it your your uh the people who receive the content

1:02:51

just gonna be much better right okay so no it’s one where and why they would do move next number one like what where and

1:02:57

why would they move next spells name adverse mortgage description and all that other stuff you got a lot to do

1:03:02

this week right this is recorded i’ve got action items all up and down the thing you guys

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About the Author

Jason Fox

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Jason Fox is a father, a real estate broker, a marketing specialist, and a friend. Being born and raised in the Pacific Northwest he has a unique and interesting perspective on local real estate that he can't wait to share with you. Jason lives in the Meadowdale neighborhood and hopes to see you out walking, at the park, at the movies, on a trail, on Stevens Pass, on the beach, at a lake, at a Seahawks or Mariners game, or just commenting on the blog.

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