The Listing Lead Show
PPC, Sphere of Influence, & Paid Lead Providers w/ Kimo Quance

PPC, Sphere of Influence, & Paid Lead Providers w/ Kimo Quance

November 18, 2021

Kimo Quance is on track to close 163 transactions this year with a volume of $100 million in San Diego, California. In a competitive market with higher price points and thousands of agents and iBuyers, Kimo pulls in between 500 and 700 listing leads every single month thanks to his internet lead generation strategy. He has learned how to fine-tune his search engine visibility as well as how to generate seller leads from buyer leads. In today’s episode, he shares exactly how he does this. 

1. PPC - Kimo generates the majority of his listing leads from Google PPC ads, spending $3,500 to get a minimum of 500 leads a month, which results in an average of 3 deals. He ranks #1 for the search term “homes for sale in Santee, California," and generates a ton of listing business, even though his PPC campaigns are focused on buyers. Kimo’s client acquisition ROI blows past the national average, and part of his success can be attributed to the work he’s put into building a highly authoritative, relevant, and fast website, which reduces what Google charges per lead, and helps Kimo rank higher in organic searches. 

2. Sphere - Kimo stays in touch with his database with Vyral Marketing emails. He also sends quarterly personal letters to a few hundred past clients, and he has found that using physical mail to communicate with his most valuable contacts is worth paying for. 

3. Paid Lead Providers - So far this year, Kimo has generated 10 deals from lead providers like Homelight and Opcity who charge a 25 - 35% referral fee for every listing. Most agents are willing to pay 20% of the cost of the commission to acquire a lead. With lead providers, they take on the risk of getting that lead so paying an extra 5% of the lead acquisition is actually good, especially because the listing to lead conversion is so high.

 

Download two of Kimo's quarterly client letters for FREE by filling out this form.

The Medical Student Niche for Listing Leads

The Medical Student Niche for Listing Leads

October 21, 2021

Mikki Ramey is the number one agent on Zillow in Charleston, South Carolina, and her business benefits greatly from organic search, which makes up 30% of her total transactions. She has built a ton of visibility and trust in her market because of those reviews, along with working a unique niche—nurturing relationships with medical personnel and her database. Today on the show, you’ll learn how she does it. 

 

Download Mikki's Client Reviewing Process

--READ THE FULL TRANSCRIPT--


1. Reviews - Mikki has generated 550 reviews on Zillow, and she also focuses on Google and Realtor.com reviews. She took advantage of client reviews as soon as Zillow allowed them, which is part of the reason why she has so many positive reviews. She shares how she uses verbal communication to prime her clients throughout the customer journey, from the listing presentation to the end of the transaction. To incentivize her clients to post their reviews on all three platforms, she gives them a $50 Amazon voucher. She asks for the reviews right after the money is wired into their account, using that emotional high point to piggyback on the ask for a review, which has been very effective. 

2. Medical professionals/residency coordinators - As a medical spouse, Mikki taps into a niche that she has a lot of insight into, residents who have just moved to Charleston. She has built relationships with resident program coordinators, and they essentially function as her affiliates. She gets the coordinators to promote her to residents, informing them that she’s available as a Realtor, and then she maintains this relationship for the doctor’s entire employment journey. To build her list of medical professionals in Charleston, Mikki does a ton of research to get a list of all the residents in the area, and then she looks up tax records to see who is a homeowner. She operates this part of her lead generation as a separate referral network, and even created a site, drmoves.com to help medical personnel across the country find homes. The riches are in the niches, and by attacking on a narrow front, Mikki has created a stable lead source that keeps on giving. 

3. Sphere of Influence - Mikki’s third lead source is her sphere. Her policy is to “feed the database like it’s a hungry teenager," and the most effective nurture strategy is using Homebot through YLOPO to send a monthly home valuation. She’s also making content to mitigate objections before they even come up. The number one concern sellers have is where to move after the house is sold. Mikki’s strategy: buy a cheaper house as an investment property, live in it until they buy their dream house, and then rent it out. 

 

Download Mikki's Client Review System for FREE by filling out this form

Sphere of Influence, Farming, and Mass Media w/Dan Beer

Sphere of Influence, Farming, and Mass Media w/Dan Beer

September 23, 2021

In 2020, Dan Beer sold 438 homes and earned an excess of $10 million in GCI in San Diego, a staggeringly competitive market with thousands of agents. In the San Diego area, Dan’s brand is virtually inescapable—he dominates in billboard, TV, and radio advertising. A large portion of his massive success comes from his sphere, with targeted nurture strategies that run throughout the year. He has also created a marketing arsenal that drives massive value to everyone in his CRM. Today on the show you’ll learn how he does it:

Download Dan's Business Plan

--READ THE FULL TRANSCRIPT--

1. Sphere of Influence - Dan runs an effective 33-36 touch program for every single person in his CRM. He shares how his team puts out two educational videos each month, which are then repurposed on social media, touching all the online, PPC, Zillow, and open house leads. They have a stream of constant, decently relevant videos going out to up to 1,500 people. 

Their 1,500 past clients get monthly mail and an invitation to three events a year: a bingo night, a blockbuster movie night, and an “Octobeer” fest. Additionally, the clients who have ranked them as an eight, nine, or ten in likelihood to refer them get physical gifts—Dan is spending $120 on each one every year.

2. Farming - Dan’s farm has grown from 2,500 to 30,000 homes, and he’s touching all of these people twice a month with a monthly newspaper, monthly postcards, digital touches, and billboards on their driving routes. It’s no coincidence that the ZIP codes they farm are the ones where they are by far the greatest market shareholder. 

To identify the right ZIP code, Dan chose a neighborhood with a lot of community pride, an area with a high neighbor communication rate, and where people show up to community events often. 

3. Mass Media - Dan’s third source of leads is mass media: radio ads, TV ads, and billboards. He likes to think of his mass media strategy as a high-impression, far-reaching market coverage that boosts every other lead generation channel they have running.

Download Dan’s business plan for FREE by filling out this form

Generating Leads From Sports Marketing and Long-Term Branding w/Gary Ashton

Generating Leads From Sports Marketing and Long-Term Branding w/Gary Ashton

September 10, 2021

Gary Ashton has built the number one RE/MAX team in the world, with $1 billion in GCI. His team is also the Official Real Estate Team for the Tennessee Titans NFL team, and the Nashville Predators NHL team. Gary made a huge commitment to and investment in a massive staffing, branding, and advertising operation.

The key to Gary’s system is sports marketing, putting money towards long-term branding, hiring licensed local ISAs, and clever radio ads with catchphrases that stick in people’s minds. His team is layering in multiple pieces to create undeniable recognition and credibility in the Nashville market.

Download Gary's most impactful billboards!

--READ THE FULL TRANSCRIPT--

You’ll learn how Gary generates thousands of leads with a unique marketing strategy including his “get your dream address without the stress” slogan. His main lead generation tactics are: 

1. The long-term branding play - Gary has invested in billboard and radio advertising, but that isn’t something to dive into too early. Don’t do billboards and expect the phone to start ringing immediately. Billboards don’t work by themselves, they amplify what you’re already doing. Create a solid foundation over time. 

2. Memorable radio ads - Gary’s ads stay top of mind with the use of catchphrases like “don’t sell without the intel” and “get your dream address without the stress.” By sticking to these catchphrases over the years, his team is instantly recognizable to the consumer. 

3. The emotional strength to spend on marketing - To emotionally withstand the pain of paying thousands of dollars in advertising and staffing and waiting to get the return, do it in small bite-sized chunks. Make it a gradual increase in spending, and stack up the small stones. 

4. Branding and marketing at the highest level - Gary leverages his status as the Official Real Estate Team for the Tennessee Titans NFL team and the Nashville Predators NHL team for brand association, credibility, and visibility. Instead of the standard sponsor deal where he gets a suite, he chose to get promotional tickets and to have a tailgate at the stadium. Instead of marketing to 12 people in a stadium suite, he can market to 30,000 people walking past the tailgate. He has further entrenched his association with the team by having TV ads running during games and radio ads presented by the voice of the Tennessee Titans. 

5. Licensed ISAs - Gary's team uses in-house licensed ISAs who are based in Nashville. They know the market and they can talk to buyers and sellers with authority. That way, the client never feels like they are being handed over to another assistant. 

Note how Gary uses a concerted but consistent strategy to help the customer create their own journey. 

Join us for this interview and learn how to layer in all the pieces of branding and marketing that will pay off in lead generation!

Radio Ads, Sports Endorsements, and Building & Development w/ Andrew Duncan

Radio Ads, Sports Endorsements, and Building & Development w/ Andrew Duncan

August 20, 2021

Andrew Duncan sold 460 listings last year in Tampa, Florida. Andrew has catapulted himself into being a local celebrity and the Tampa expert on all things real estate. A large part of his success comes from his mass media strategies. After years of building his reputation through radio, billboards, and other avenues, Andrew has learned the ins and outs of mass media advertising and messaging. Today on the show you’ll learn how he does it. 

Download Andrew's Radio Ads

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1. Radio Advertising - Andrew has figured out how to spend his advertising dollars differently over each quarter of the year to get maximum ROI. He shares that he spends the most marketing dollars in Quarters 4 and 1 as opposed to the summer months, because by the summer most people have already made the decision to sell and who they will sell with. He consistently has commercials running on radio stations that cater to his target audience (not wasting money on stations that have a high rate of teenaged listeners) and has built up ten years of impressions. As competitors like iBuyers move into the market, Andrew has found that the best radio ad message right now is offering his own instant cash offer. 

2. Sports Endorsements - Andrew has been the official real estate agent of the Tampa Bay Lightning for six years now. Because of all of the other mass advertising Andrew was doing and the reputation his brand created, the team approached him to become an advertising partner. 

3. Building and Development - Another of Andrew’s listing pillars is becoming his own client. After being in the business as long as Andrew has and generating enough income, it made sense for him to start buying and developing his own land. This helps with getting seller leads primarily by sign impressions. He eventually plans to have his own small construction company to build his own houses on the land he’s acquired. 

Join us for this episode to learn from the master of mass media on how to find listings in the ongoing listing-scarce market!

 

Farming a Zip Code, Giveaways That Generate Calls, Extreme Client Gifting w/ Kelly Cook

Farming a Zip Code, Giveaways That Generate Calls, Extreme Client Gifting w/ Kelly Cook

June 8, 2021

Kelly Cook took 175+ listings last year in the hyper-competitive market of Phoenix. He’s been selling real estate for 16 years and knows a thing or two on how to get the phone to ring from homeowners who want to hire you to sell their home. In short, he attacks only on a narrow front by going deep to drown out the competition. Kelly is a full-service real estate agent charging his full commission in his competitive marketplace, and this is how he does it.

 

-- READ THE FULL TRANSCRIPT --

Here are Kelly’s top listing strategies:

1. Zip Code Farm – Kelly mails 10,000 newsletters a month to his zip code where he lives using EDDM at a cost of about $0.33 each. It’s a 6%+ turn-over rate and there’s no one dominant agent. The homes are close to him, too. The newsletter focuses on the community. He also appended emails to all those homeowners and advertises to them on Facebook. He also emails them all his newsletter once a month. 

2. Giveaways – Kelly doesn’t like doing in-person events, rather he hosts them “virtually.” He picks a neat giveaway every 3 months to, well, “give away.” He sends out an email and people just call him to enter. Brilliant! It gets people calling him directly from his database. This was a big takeaway on the show. Frank also shares the content for the email to send to your database to get the phone to ring with a giveaway.


3. Extreme Gifting – In addition to using Vyral Marketing for his 36-touch program to his database, he has a list of 75 people who have referred him business in the past year. He sends them two expensive gifts a year! In addition to all that, he has a regular call, text, and email plan for all his past clients and spheres on specific and meaningful dates to earn referrals from his database.

Join us for the episode and learn what Kelly is doing to take listings in this low-inventory market!

iBuyer Instant Offer Marketing to Generate Listings w/ Dan Noma

iBuyer Instant Offer Marketing to Generate Listings w/ Dan Noma

May 21, 2021
Dan runs one of the top real estate brokerages in Phoenix - over 1,800 deals a year. He rebranded his brokerage as EasyStreetOffers.com to meet consumer demand of knowing all of your options before selling, backed by institutional investor money where a homeowner can get a few quick offers on their home (pretty close to market value), along with a traditional listing option for full price.
 
 
The key to his system is the two-step appointment where you first arrive to take measurements and photos and then come back a few days later with real offers; along with a full legitimate CMA of what the seller could get if they traditionally listed.
 
You'll learn how Dan generates all this listing demand with his unique "I have several buyers for your home" messaging. His main pillars of listing lead generation are:
 
1. Direct Mail - Dan mails thousands of letters a month to let homeowners know he has multiple buyers for their home and to call or go to his website to learn more.
 
2. Television - Dan runs TV ads targeting the IP address of the same people he is sending mail to, which increases his brand name recognition.
 
3. Cold Calling - Dan has a small team of people calling the same homeowners getting his mail and seeing his television ads to let them know he has buyers for their home.
 
Take note how all three market efforts focus 100% on homeowners and all three efforts overlap each other reaching the same homeowner target market.
 
Join us for this interview and learn how to improve your listing marketing message so it stands out (just like it does in Dan's hyper-competitive market of Phoenix). Dan offers excellent training on his listing acquisition system/messaging you can get at https://www.irealestatepro.com/
Seller Workshops and “I Have a Buyer” Letters w/ Sue Adler

Seller Workshops and “I Have a Buyer” Letters w/ Sue Adler

April 5, 2021

Sue Adler is the #1 real estate agent in New Jersey earning $5+ million gross commission income last year (111 listings / 252 homes sold total). She sells homes to and from many educated and affluent homeowners who work on Wall Street.

-- READ THE FULL TRANSCRIPT --

She shares her top listing strategies on this episode, which are;

1. Seller Workshops - Sue put 1,000 homeowners through 1.5-hour seller workshops over the past two years to teach those who have not sold a home in a very long time (20+ years / "downsizers") all their options to sell. She picks a very specific town, establishes a date and time for a workshop specific to that area, and then sends out a direct mail letter along with 4 outbound telemarketers in New Jersey making calls to those same homeowners to get the word out. She now holds about one seller workshop a week on Zoom which is more efficient and painless than in-person, she says. She has "woven" it into her entire business and marketing strategy as her primary seller lead generation strategy of choice.
 
2. "I Have a Buyer Letter" - Once a buyer signs the agency agreement, Sue will send a letter out to the buyer's perfect neighborhood saying they have a motivated and qualified buyer for their home, or in
fact, several potential buyers for their home when they screen share the back-end of their home buyer lead generation CRM. She also has a team of 4 outbound telemarketers in New Jersey (same calling team as above) who call the same direct mailing list to let homeowners know they have a potential buyer, too. 
 
3. Past Clients & Sphere - Sue sends educational videos to her database along with hosting events and get-togethers for everyone she knows and all the people she's helped buy or sell a home with in the past. Sue shares the types of events she holds and to communication frequency to get people to the events. It's a very well-planned out marketing calendar to make sure everything gets done on time like a clockwork system, she says.
 

Come learn how she does it all so you can model her success to increase your listing business, too! A big shout out to Scott Shuman on her team, her COO, who helps make all this happen behind the scenes. Thanks for giving so much great information and being on the show Sue!

 

Yelp!, Agent Referrals, and Sphere/Past Client Listing Strategies w/ Seychelle Van Poole

Yelp!, Agent Referrals, and Sphere/Past Client Listing Strategies w/ Seychelle Van Poole

March 26, 2021

** NOTE ** Seychelle's internet connection is interrupted briefly throughout the episode due to the recent snowstorm in Texas. We apologize for her cutting in and out from time to time.

 

-- READ THE FULL TRANSCRIPT -- 

 

Seychelle Van Poole, with her mother Barbara, have 75 years of combined experience selling real estate in Dallas. We go in-depth on her top 3 listing lead generation sources in today's low-inventory environment. You'll learn how she optimizes Yelp! for organic leads, along with how she communicates with both agents and her past client/sphere database for listing referrals.

Here's what you'll learn on today's show.

1. YELP! - Roughly 20% of her business comes from Yelp!, with only 26 reviews (Yelp! now sells your organic lead to other advertisers, by the way, after scrolling past 10 advertisers for a "real estate agent" in Dallas). She does not advertise on Yelp. We opt-in to her organic Yelp! page on the show and see what happens - we're bombarded with Realtors! They didn't even post 78 of her reviews. :(
 
2. AGENT REFERRALS - 47% of her business comes from agent referrals. She has a 20,000 permission-based real estate agent mailing list she's built over the years by teaching classes for Keller Williams offices around the USA (she currently teaches 2 classes a month via a webinar). She studies the migration patterns of people moving to and from Dallas to build relationships with agents in those respective markets. She sends out regular, helpful training content in her agent-to-agent newsletter to stay in touch for referrals as well.
 

3. SPHERE / PAST CLIENTS - 30% of her business comes from working her database of 3,600 people by holding events and giveaways, such as Pie Giveaways, Pumpkin Patch days, and Portraits at the Park. They call the attendee 7x before the event and 2x afterward. Her top couple hundred relationships get quarterly gift boxes as well. Her whole past client strategy is centered around giveaways and events, so they are not calling up their best relationships to talk about real estate all the time.

 

4 Ways to Get More Listing Appointments with Steve LaMothe

4 Ways to Get More Listing Appointments with Steve LaMothe

February 11, 2021

You'll meet Steve LaMothe- one of the top listing agents in Sacramento. He's been on thousands of listing appointments, and from this very experience, will share the current messaging homeowners want to hear in this market to list with you (i.e. knowing all of their options). In short, it's instant offers, no-cost fix uploans, trade-in programs, and full-package marketing.

-- Read the full transcript --

Steve shares four ways to get listing appointments, which include:

  • cold-calling for seller nurtures
  • instant offer leads from Facebook and Google PPC
  • radio advertising
  • working a meticulously managed sphere and past client database

He has a robust automation system for each lead source customized to the communication the consumer wants to fit their needs. Join us for the interview and you'll learn how it all works, so you can take what's working now and implement it in your business, too. This one is all about seller leads, so join us if you want to learn insights to build your listing pipeline. 

 

 

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