Resident Realtor Barry Jenkins and Team Owner/Coach Bryan Curtis go into detail on how agents can utilize Ylopo’s technology to generate more seller leads.
Everything has a spin to it. I’m sitting with a seller today and they’re like, “What about the coronavirus?” “Well, good news is, a lot of other people won’t list their house so you’d be the guy who’s on the market.” Whatever it is, let’s make sure that we’re having that conversation in a way that’s beneficial, and I’m not suggesting you lie. Let’s talk about the benefits of this downturn.
[04:45] The Homeowner Collection: Major Lead Sources
Cole Realty/Remine - This is basically what we’re used to do: circle prospecting. Circle prospecting is still a very powerful thing to do in 2020. And I would argue talking to people over the country overseeing inventory shortage. If you’re seeing inventory shortage, Cole Realty is a great place to go. A lot of people are scared of circle prospecting. Circle prospecting is arguably one of the easiest phone calls you can make. So don’t be afraid to do that.
Ylopo Seller Lead - Ylopo has a great seller lead program. A lot of people would say, “Those aren’t the greatest leads.” They are great leads, they’re just not always “right now” leads. Remember, just build some rapport and break some of those walls down. Look at it from a different angle: I’ve never met anybody that’s excited about selling their home, so they’re gonna come up with their reasons to not discuss the subject.
Facebook Home Value Leads - There’s a million different platforms that Ylopo integrates with that can create FB seller leads.
Open House
SOI
FSBO/Expired
Referral Sources: HomeLight, Effective Agents, Agent Referral - They’re a great place to get leads from.
[11:55] Right Now vs Nurture
We’re stuck with “nurtures” so often. Nurture is better. We’ve got to be focusing on these nurtures. We’ve got to constantly be putting good content in front of them and remind them you’re still here. Stop acting like they wanna list their house, because they don’t yet. No one wants to sell a house, that’s not exciting. Buying a house is fun; selling a house is torture. Most of the time, the only person excited about the selling process is the agent that’s getting the listing. And so we approach these conversations with excitement. We need to change the way we’re handling it.
The Right Now Mindset
These are people who are looking for immediate help. They might be those referral systems, and they literally fill the forms and say, “I wanna sell my house right now.” With those people in mind, definitely be aggressive with them. We have to show them value. These people are looking to find out why you’re different and why you’re better.
The Seller Report, which will soon be called the Listing Presentation Enhancement Form, is going to have a list of buyers on it.
The Nurture Mindset
In 2010, which is really the advent of real estate leads or before they were mainstream, Zillow sold their first lead in 2010. Ever since, we started to go wide instead of deep.
Start thinking about these people as “people” instead of leads, assuming they have a good phone number and email address, and build a relationship. When you have a nurture mindset, you’re building a relationship. People do business with people they know, like, and trust. Building your relationships almost always works.
Remember the concept of triage: who do we focus on? What’s the difference between Ylopo and TigerLead? What’s the difference between Ylopo and Zillow or Realtor.com? We are under the hood and trying to develop automated nurture technology that allow our clients to triage.
If you can build your database to a decent enough size as a denominator, the numerator will be tons of priority alerts, Raiya conversations, and behavioral textings. It’s that numerator that you need to focus on.
If you’re not talking about some of these technology during your listing presentation, it’s a mistake. And even if I’m not available, somebody else is going to follow up with them; a computer will follow up with them. We actually have a bot that follows up with them.
[29:50] Ylopo and Home Value Leads
Don’t put them in a situation where we’re asking them to fill up a form and sell their house. Instead, send out initial text contact, e.g. “Please rate your home on a scale of 1 to 10.” It’s a really powerful tool.
People don’t wanna talk about you. What they really do like to talk about is themselves. Remember, if that seller’s talking, you build rapport. You don’t necessary have to be talking. The purpose of having great technology is not to replace those conversations; it’s to make the conversations easier and it’s to figure out who to have conversations with.
The initial text is a great way to start the conversation with the homeowner.
If you’re doing home value leads, there’s a real good possibility you’re going to get some bad phone numbers or no phone numbers. So what we’re doing is started focusing on using BombBomb and BombBomb videos:
Intro video email - When we’ve got these things, the very first one of those introduces what Homebot is. Once that Homebot integration comes in, you’re gonna be super excited. Ylopo is gonna save me half the work once they got the integration done.
9 steps to FSBO - to help people how to be a “For Sale by Owner.” It will confuse them; it’s a pattern interrupt—what real estate agent is saying, “you wanna know how to sell your house without me.”
Home Staging 101 - we tell people how to do home staging. We send up information about a hot market, and then we just do a kind of a follow up.
I’m a big fan of mixing in old school with new school, so we also actually send them a handwritten note. We generate somewhere in the range of 150 home val leads a month, and we send out 150 handwritten notes every month. We believe in the “air, land, and sea” model. You need to remember that when this person becomes a Ylopo home val lead, realistically, they’re probably in your experience 12-24 months out. So the idea is bombard them with your value over time. I’m doing this until they kick me out. Long-term nurture doesn’t scare me because six months from now I’ve got a whole bunch of deals that are going to close. If you’re gonna do home val leads, and Ylopo Home Val Leads are worth doing, make sure that you have a 12-month plan on it because it’s not a two-week process.
If you have a Pond (e.g. Seller Pond), make sure someone’s monitoring that.
If you don’t have your database organized really well, you’re just not gonna see the opportunities.
[40:32] FSBO
FSBOs are one of the biggest opportunities that we have in this current market because everyone is talking about the inventory shortage, which is all over the country. I know one thing about every single FSBO: they wanna sell their house.
You want to be the agent that they go to if they decide not to sell if by FSBO.
Show them a DyVA ad or a Seller Report.
FSBO Program: offer to advertise their house with DyVA, offer to put a sign in their yard, answer their phone calls, run their house on Craigslist, put a lockbox on their house, and do open houses for them. We will literally do all of these for the seller. And the best part about it is, half the time that they let you do this, they’ll let you keep the 3 percent from the buyer you generated from the ad that you ran on their house that you weren’t even allowed to run before.
We can show them so much value that if the house doesn’t sell, they’re gonna call us.
In a hot market, this is incredible because people are gonna be compelled to try to sell their homes on their own. And if you can be the facilitator of communication, that is a great source of buyer leads.
[45:35] Open House
When people go to open houses, they’re not just gonna go to yours, which means they’re probably gonna meet other agents. So use this opportunity to separate yourself.
About half the people who walk into your open house are interviewing you to be their agent. So start using open houses as a seller lead generation—send people seller reports when they leave; give them information about their house; include them on a Homebot. Send these information to them, and then let the system kick in thru the Ylopo Open House tool.
One of the great things about holding an open house is it gives you the opportunity to be relevant to the community.
[53:15] Listing Presentation
Steps during a listing presentation:
Greeting
Take control - Have a plan, follow that plan, and take control.
Walkthrough
CMA - A lot of people do a CMA afterwards; my opinion is to get that out of the way because you might wanna have that discussion on the frontend.
Marketing
Contract
Close
Button up
Creating a Seller Report
Expired/FSBO Scripts
[01:05:02] DyVA
Make a video of your DyVA ad - Don’t count on your internet access. Get a DyVA ad, screenshot it, and then save that to your iPad and just hit play.
You need to say to your seller that video gets seven times the exposure of a regular ad.
We market houses to get more bodies in the front door. DyVA ads get more bodies in the front door, and they make sellers very happy because we get to send them a report about the DyVa ad.
Be proactive and send sellers something that’s actually showing what’s happening with their house literally every single week.
Remember, the major thing that people complain about is that 1) their agent didn’t market their house, 2) their agent didn’t communicate with them. The report solves both of their objections; it’s so valuable.
There are two different reports: the Listing Presentation and the Seller Marketing Report.
On the DyVA section on Mission Control, there are two dynamic video ads running. When you want to go to the seller and tell them how awesom you are, click on the Generate Report and choose whether you want the PDF or the HTML. The Website Link or HTML actually shows them the video. You can also pull it by clicking View Ads, and Generate Seller Marketing Report is also there.
People like to tell their success stories, but we have to give them something to talk about. So don’t be afraid to send these things to your seller.
It costs $65 to run a DyVA ad, so if you’re not willing to spend money to market a house, you either shouldn’t be listing that house or you should be getting out of this business.
[01:13:00] Past Client Nurture
Set up all your past clients on a Homebot report.