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Need more seller leads right now? Hear the latest insights on what the top 1% of real estate agents in the USA are doing to win more listing appointments. Hosted by WSJ Top 100 Listing Agent Chris Watters and Vyral Marketing CEO Frank Klesitz. We ask in-depth questions to help you improve your listing marketing and sales strategy so more homeowners call you to sell their home. The scope of our show is very narrow - we talk about taking profitable listings (that's it!). We now include the full transcript for every show so it's easy to read, too. Subscribe at www.thelistingleadshow.com today!
Episodes
Wednesday Dec 29, 2021
Trade-up Buyer Leads, 30-second Branded Video, & PPC w/ Ylopo CMO Juefeng Ge
Wednesday Dec 29, 2021
Wednesday Dec 29, 2021
Ylopo manages $25 million of media a month and generates thousands of leads for real estate agents and teams. When we were looking for a guest with a lot of knowledge and expertise around Facebook Ads and Google Ads, Ylopo was the only choice. Today, Ylopo’s co-founder and CMO, Juefeng Ge joins us to talk all about their listing lead strategies. He shares 3 impressive analytics-backed ad strategies that their clients are using to generate and convert leads in markets across the country.
Download Ge's Facebook Video Ads
--READ THE FULL TRANSCRIPT--
1. Trade-up Buyer Leads to Homeowners - Ylopo generates 15-20% of their seller leads by actually running buyer ads. When people are looking to buy a home, you can be sure that many of them are also selling, so this marketing campaign allows you to capture these leads.
Over the last year, Ylopo has put more money into a dynamic lead capture process where there are different sets of branching questions, based on the answers given by the consumer. Ylopo has found that forms that engage with the audience lead to a bump in conversion rates instead of the typical name-email address-phone number form structure. By capturing 12-15 pieces of data before they even ask for a consumer’s contact details, their forms get maximum information and engagement. When you take the consumer through a profile building experience, you capture both a higher quality and a higher converting lead, and you build trust.
2. 30-second branded video ads - One listing lead generation strategy that Ylopo is seeing a lot of success with is short, social media-ready videos run as ads on Facebook. Running a 20-minute vlog-style video as an ad doesn’t work because it would be too long. Instead, a 15-30 second video with b-roll footage of you interacting with your team, overlaid with text explaining your value proposition is more effective.
With digital video marketing, the real sophistication lies in the audience targeting and remarketing. You can create a series of 3 videos, the first video being the 30-second video. Create an audience of people who viewed the video for at least 10 seconds, and then run a second video ad with a tighter story or different offer. You can then run a longer vlog style video to people who have watched the second video because they have built trust by coming down your funnel.
3. Google PPC - Ylopo is seeing results with PPC campaigns that target highly specific target keywords like “sell my home fast” and “what’s my home worth?” These kinds of ads are highly competitive so the ad creative and the user experience have to be really good. You can make your ad different by injecting dynamic elements or expertise-driven elements like live market data into your ads, for example “48 homes just sold in your area” or “the average listing price point has gone up.” You can easily get this data by using Homebot, which can provide up to 20 dynamic data points to each consumer.
Download Juefeng Ge's Facebook video ads for FREE by filling out this form.
Friday Dec 10, 2021
Friday Dec 10, 2021
Isabelle Stonebraker does 150 listings and 75 wholesale deals a year in Northern Arizona, with a unique strategy for finding and contacting ready-to-sell leads that no one else has. By having a wholesale investment business and a retail business running as separate entities, Isabelle maximizes her lead generation and can get deals where other agents can’t. Adding an investment division to your business gives you more opportunity and the ability to use your skill set more creatively, especially when it comes to generating leads.
Download Isabelle's Cold Offer Letter & Contract
--READ THE FULL TRANSCRIPT--
Today she walks you through her brilliant cold offer strategy, from finding the leads to her highly efficient direct mail process.
1. Cold Offers - Isabelle has come up with an amazing process for finding investment leads. Using sites like Propstreet and PropertyRadar, she compiles the homes in a subdivision of homes worth $300,000, calculates 75% of that value, and from that subtracts $16/square foot for estimated repair costs. Specifically, she’s looking for homes where the offer price works out to be more than the seller originally paid, and to those owners, she sends out an actual offer letter. Mailing 2,000 letters a week and paying $3.13 apiece, her conversion is 0.15%, so for every 680 homes mailed she gets a deal, closing 8-10 wholesale deals a month. To get homeowners to open them, the direct mail pieces have to look like personal letters or cards.
2. Lead providers - Isabelle also generates wholesale leads from lead providers like Fast Home Offers. These sites typically want 30-day, all-cash sellers, and it’s a guaranteed lead with a legitimate contact that’s not listed on the MLS. They pay anything from $200 to $600 per lead, so in order to make money, you have to convert at least 1 out of every 4 leads.
3. Agent Referrals - Working in Northern Arizona for a long time and being well-known for doing investment deals has allowed Isabelle to generate deals through fellow agents. If an agent comes across anything that wouldn’t be right for a listing, they refer it to Isabelle and she gets it as a wholesale listing.
Download Isabelle's cold offer letter template and contract for FREE by filling out this form.