– Hey, today we’re goingthrough the first of four different listing attraction systems, so you can be totallydominant in your marketplace. (rock music) Hey, welcome to the Tom Ferry Show. Super excited to share with you guys today a four part series where I’mgoing to walk you through 16, there we go, 16 differentlisting attraction strategies. We’ve shared 33 of themrecently at the success summit, and here’s what’s great. I’ve identified four for this week, and I’ll do four each week,giving you an opportunity to become more listing dominant.What do we know, right? It’s cliche, we’ve all heard it before, but you gotta list to last. I would actually take it one step further, and tell you that whoever is dominant at listing property is in control. The business has control of their time, and more importantly with the wide variety of marketing tactics I’mgoing to share with you over the next four weeks. You’re also going to be able to say, I want to market to this price point, or to this area, or allthese different sources, giving you a plethora,yes, first time used on the Tom Ferry Show, of opportunity, so you can win more business. Now very quickly ifyou go to TomFerry.com, if you’re not already there, on my blog, you’re going to see all thesedifferent marketing samples, right, all the thingsthat we’re discussing, all the things I’ve got here on paper.You’re going to haveaccess to to download, so you don’t have to reinvent the wheel. And by the way, while you’re there, I would strongly recommend you take the listing attractiontest, which is a little pdf we have for you, where you can go throughand say here’s the 12 different sources thatTom’s clients are using around the world, how am Idoing in each one of them? What are my goals? And then what are theactions I want to take? You’re going to findit extremely valuable. So make sure you get back to TomFerry.com and download all of that stuff. So let’s begin with four. I’ve got two online, two offline, two old school, two new school, to help you immediatelystart winning more listings.The first one is this, if you’reliving in the United States over the last five yearswe’ve had a 50% appreciation, 50% increase in home values on average over the last five years. So what should you do? You should go back andidentify every one of your past clients, and quite honestly, every one in your sphere that owns a home. And what do we want to do? We want to divide up the list. Let’s just say it’s you know, 50, you don’t want to do 50 in one week because that would be overwhelming. That would be a project thatwould take you a ton of time.I’m actually thinkingabout two a day, you know, so over the course of xweeks, I’m going to do two a day and here’s the plan. You ready? We’re going to buildfor them a beautiful CMA to let them know the value of their home. That’s the first part. You’re going to do as if you were going on a listing presentation, so you know, doll it up, make it fantastic. Make it beautiful. Show photos, show graphs. Show them what’s happened to home prices in their area over the last five years, two years, three years,whenever they bought the home. You’re educating yourcustomer on the good decision they made to buy that property. Now in addition, as we’resending out those two pieces every day, we want to adda little note right here, where it says name,you’ve done really well. I’m curious have you had any thoughts of trading up or trading down? Let’s talk in the next week. And by adding thatlittle yellow sticky note right on top of the CMA,it’s better than just putting it in the mail andsaying here’s the information, here’s what’s going on.You’re letting them know, I’mthinking about you personally. I’m thinking about you personally. So what are we going to do? We’re going to do that beautiful CMA. We’re going to add thatlittle sticky note. And then we’re going to follow up. We’re going to make some phone calls. And when we make those phone calls, you know, it’s hey Shawn,I was thinking about you. I was thinking about your house. I was, you know, soexcited for the increase in value you’ve had overthe last three years, since you guys purchased the property. Are you guys excited about it? And you saw my note, have you guys had any thoughts of selling? You know trading up, trading down. Just engage them in that conversation. Now remember, becausewe’ve taught this script many times before on the Tom Ferry Show, when you ask that question, have you had any thoughts of selling? Pause, pause, right.Don’t jump into it. Don’t say more. Because home prices andthis is what’s going on in the market. Just shut up and listen. And by the way when they go, uhhhh, that means yes. Right, that uh, well,like they’re not sure if they want to share it. If you get an emphaticno, you can always say, well are you living inyour dream home now? Well no, we probably needto redo the backyard. We need to do this. And they’re going to share with you, you’re engaging with a past client, someone in your sphere, on something that is meaningful to them,the value of their home, and the difference you’ve made for them. So that’s campaign number one. Now I promise you, whenyou just start to send every person that youknow who bought a house in the last five years, an updated CMA, that personal note, you’refollowing up with a phone call, you’re engaging with the right questions, we’re not expecting that every one of them is going to say, heythat’s it, I want to sell.But what do we know, people get divorced. Kids move away to college. They get pregnant, they get job transfers. They get promotions. Things change all the time. You know and I know, everyagent watching knows, you sold somebody their dream house, and eight months laterthey had to sell it. It happens. Let’s get ahead of the curve. So that’s strategy number one. Strategy number two, and this went bananas during the summit. I just loved seeing everybody doing this on their Instagram. It’s that Instagram hack I shared probably seven or eight months ago with you where you’re actually goingto do on your Instagram story a couple polls. So here’s the first one. It’s going to say, are youliving in your dream home now? Yes or no.That little polling device on Instagram. And here’s what’s great,the vast majority of people are going to go no, no, no, no, no. And a few will say yes. And then the next oneshows up where it says, have you had any thoughtsof selling in 2018 or 2019. Now again, yes, no. Obviously you’re going toget a whole bunch of no’s on the first one. You’re going to get afew no’s on the next one, and what are those? Those are listing leads my friends for free on your Instagram.Now this one’s so goodyou don’t want to do it like every month, youprobably want to do it maybe twice a year, right. Especially as you’regrowing your Instagram base. But here’s the kicker. Once you get those yeses and no’s, then you want to send themall private DM, right, on Instagram. Hey Shawn, thanks so much. Hey Mintz, thanks so muchfor acknowledging them. And if they said no, you can say, hey do you want to meet? Shall we have a conversation? Shall we engage, shall we connect? We have clients that are getting listings every single day fromthis strategy my friends. This one is a no brainer, asin 100% no brain required. Unless you’re not on Instagram. Then you might need abrain, so pay attention, it’s 2018. This one, a little more advanced, right. I went old school, pastclients, sphere, easy. New school, right,Instagram, Instagram stories, polling, you’re going tohave to find the poll. You might have to Google, you know, how do I do that, right. You could ask a 13 yearold, they’ll show you.This one is such a money maker, I’m almost nervous aboutsharing it with you. I watched so many people walk up to me, this was like the seventhpoint that I shared of 33, and people were literallywalking up to me at break like if I just do thatone, I’m going to kill it. So here’s what it is, non-owneroccupieds and investors. Non-owner occupieds and investors. So what do we need to do? First thing is obvious. Contact your local title rep, right, that guy or gal that helpsyou is just absolutely amazing and say, I’m lookingfor every single person in my community that ownsx number of properties.That owns x number of properties. Now you may say, I’m comfortabledealing with investors that own two properties, five properties. I said to the group,find the ones that own seven to 10 propertiesbecause they’re really in the business, right. They own these houses,they’re accustomed to rentals. They know the game. And if you’re comfortablein that conversation, and you do what I’mgoing to ask you to do, you’re going to win. And all you need from thisstrategy is one or two, and it’s going to be a bunchof transactions for you over the course of your career.So what do we want to do? First, go to your title rep and say, show me every person that ownunder LLCs, S corp, C corp, all the different waysthat they’re kind of, you know, identifying or hiding themselves or protecting themselves, I should say, from taxes, et cetera,right, in their corporations. How many properties they own, you’re going to identify all of them. You’re going to get a list of I’d say no more than 50. At the summit I said 100because I was being aggressive, but if you had 50 different families that you could startmarketing yourself to, using the tactic I’m about to share, you’re going to win one.And that’s all you need. Ready, so you got your list of 50. Here’s what I want you to do. One at a time, you’re going to say, okay Jillian, I’ve identified her, she owns seven properties. I’m going to then createa CMA on all seven of the properties andbound them into a book. Now if I really want to win, if I really want to bring value, what am I going to do? I’m going to identify ineach one of those pages, you bought this property in 1991 for x, today in 2018, it’sworth y, congratulations. And I’m going to hand write that on there. I’m going to let people know, I’m doing my research. I’m bringing you value. I’m thinking about you Mror Mrs or family prospect. So I’m going to create CMAs on each one, bound them all in a book, and then I’m going tosend them this letter.Name, I noticed youowned several properties here in our area, congratulations. I work with severalfamilies and investors, helping them with propertyacquisitions and trades. I’m sure you receivehundreds of these a month. Why do you think I’m going to say, I’m sure you receivehundreds of these a month? Because here’s a hint, they don’t. They’re going to be saying to themselves, why don’t, I should bereceiving these things. I’m a real estate investor. I own these properties. How come my agent isn’teven sending me this stuff? Very important. Hundreds of these a month. To show you I’m serious aboutcreating value for my clients, I’ve included a CMA oneach of your property’s current values, take a peek. Here’s the hook, ready,if there’s a property that’s under delivering, perhaps we can discuss alternatives.If there’s a propertyyou’ve already depreciated, and there’s no more tax advantage. If there’s a propertywhere it’s already gone up as high as it’s probably going to go based upon your understandingof the knowledge, if you’ve got under performing assets, we should talk, it’s so. I can’t even believe I’m sharingthis on the Tom Ferry Show. This is going to be so bananas because I’m going to get some email from somebody, totally random in like Kansas City, who’s going to go, dude, I did that and I got this one investorand I got like six properties. It’s going to be that bananas. It’s all about execution, but this is good stuff. Alright, so back on that letter.Right, take a peek. If there’s a property that’scurrently under delivering, perhaps we can discuss alternatives. I’ll follow up with acall in the next few days. I look forward to connecting soon, Tom Ferry, Banana Real Estate. Right, now, do I want to sendthis in my brokerage envelope? What do you think? You probably want to send itin a federal express envelope, a U.S. mail envelope, you with me, so it’s nondescript, doesn’tlook real estate oriented, it’s got the book of allthe properties inside there. You know, you got beautiful photos, you got a cover letter right here. I’m doing this research for you. If there’s anything I can do to help, my friend, you’re going to win. Now what are you going to do afterwards? You’re going to call, right.You’re going to call. If you can get access to an email, you’re certainly goingto send them an email. You know be mindful right. Like you’re doing yourresearch to find out who these people are and what information you can get, but at the minimum you gotta make the phone calls. And you gotta call and you gotta call and you have to call andyou have to call some more. And then call seven more times. And then call in the morningand call during the mid day and then call at night. And then reverse it. And you want to do this until guess what, they finally, yeah my wifeand I have been looking at your package and we’re thinking about our property over on,you know, banana street, and yeah we actually arethinking about selling. Thanks so much, let’s meet. That’s what’s going to happen.Do your research, identify what list you’re most comfortable,the type of investor you’re most comfortable going after, and attack. This one is really strong. Make sure you get to TomFerry.com, download all the letters. Download all the stuff. Remember, 50 or 100 of these. You get one or two clients from it, and those one or two clientscan be trading properties with you for the course of your career. And that’s what this is about. Alright, the last one. We’re going to go into the future here. What do we know today? Facebook, Google,YouTube, on any given day, I think it’s Google, YouTubefirst, then Facebook, those three are the threemost trafficked sites on the planet.Think about what I just said there. Right, Google, people like,Google is a verb, right, it’s what we do now. Like you’re talking to Google, Google find me this, Google find me that. Let me go research this, letme go find the information. You know what’s happening? The vast majority of peoplethat are thinking about selling their home, buying their home, they’re researching homevalues in Newport Beach. Right, or home values in Creda Del Mar or home values in you know Bananaville or whatever their city is. And guess what? As they’re doing those searches on Google, do you know that Googlewill give you access to who those people are. And you can then run ads onthe second most popular site called YouTube. So I’m going to show youguys a video in a second, but I want you to imagine,I’m looking, you know, homes for sale, thinking about selling. What’s happening withprices in my zip code? And then like a weeklater after I did this, my wife says, oh my God,you gotta watch this video of Steven playing tennis.And I go on to YouTube,and I go to the video, and I hit go, but thefirst thing that happens is I see this commercial. Are you looking at homes for sale in Newport Beach, California? I’m Tom Ferry with Banana Real Estate. So far this year we’ve helped 36 families buy and sell real estate. If you’re looking tosave time and save money, click the link below or contact us at 949-867-5309. Click the link below. So think about that. People will literally be,they’ll be sitting there like on their phonegoing how did they know? Click link, yes. This one’s an advanced one. Gary Vanderchuck and Iactually talked about this in January at his event saying, this is the next evolution of doing ads, where you’re literallygetting people on Google searching for one thing,and then when they go to YouTube, that superpopular site that now gets more traffic than allcable companies combined.Let me say that to youagain, more traffic than all cable companies, like allof them together combined. That’s how much traffic YouTube gets. And now you’re goingto be running ads there to win sellers. So those are the first four of the 16 we’re going to be sharing overthe next few weeks with you. I can’t wait to read your comments. Which one do you like? Which one do you already do? Which one are you going to do? Which on are you never goingto tell any of your friends about because you want todo it before everybody else? So let me know, andmake sure you race back to TomFerry.com and downloadall the free goodies because that’s where it’s all at for you.So get there today. Thank you so much for watching. Remember always, your strategy matters and now more than ever,your ability to list a large number of properties,that’s what rules. Hey I’m Tom Ferry, andI want to say welcome to real estate. Now there’s a pretty good chance no one’s told you there’s an 87%failure rate every five years in this business. And there’s only two factors. Agents don’t have the tools and they don’t take the right action. I’m going to invite youto click the link below and get access to the tools soyou can win in this business.
