Author Archive

#364 Mail-Right Show: Real Estate Landing Pages That Actually Convert

Monday, December 5th, 2022

Real Estate Landing Pages That Actually Convert!

Wishing your website could do a better job capturing leads? The perfect real estate landing page captures short attention spans and takes advantage of that tiny window available to convert a visitor into a lead. But what kinds of page elements, content offerings, and designs encourage visitors to offer up their contact information?

Start the show with general discussion points connected to the global key things that make great landing pages.

#1 – Home Valuation Landing Page

Home valuation landing pages give property owners an estimate of their home’s value for free. To be fair, a small cost is involved: Site visitors must share their contact information. These leads are especially valuable because now you know these site visitors are at least considering selling their homes.

#2 – Property Search Landing Page

Prospective buyers use property search landing pages, help leads look for available properties, and set up custom alerts. What is the cost of accessing these tools? Contact inf

#3 -.Coming Soon Landing Page

Coming soon landing pages are ideal for buyers, especially in a hot market. Buyers give you their contact information in exchange for early access to the photos, details, and pricing of a property about to hit the market. 

#4 – Community Guide Landing Page

Like this one by Luxury Presence, the community guide landing page is one of our favorites because it conveys your value proposition to your farming area. 

#5 – Exclusive Buyer or Seller Content Landing Page

Offering helpful guidance in exchange for contact information is a tried-and-true approach for a reason. Real estate transactions are complicated, which is why offering a resource that hits on consumers’ pain points is a great way to start a client relationship and highlight your value as a trusted adviser. 

Episode Transcript

[00:00:10.510] – Robert Newman

Welcome back, ladies and gentlemen. We’re here with episode number 364, the Mail-Right Show. My gosh, we’ve done so many of these. John and I have done so many of these together. Today, we’re going to take you on a little journey and try to explain landing pages. Now, John has separated out the subject by landing page types. I would like to talk a little bit about the premise of a landing page because I feel like the language is way overused, and we’re not going to help that in this description. But before we get into any of that, I would love it, John, if you would do both me and everybody else the favor of introducing yourself and letting us know who you are before you explain landing pages.

 

[00:00:54.940] – Jonathan Denwood

That’s great. Robin. Rob’s been very nice to me because I’ll be late for this episode of late, and I’m normally not late.

 

[00:01:05.590] – Robert Newman

Normally, you are.

 

[00:01:13.540] – Jonathan Denwood

The co-founder. We build lovely-looking websites on WordPress for the real estate semi-luxury market, and we offer a suite of marketing tools that help you generate leads from your lovely-looking website. Over to you, Rob.

 

[00:01:33.410] – Robert Newman

So, first of all, I’d like to talk about that language for landing pages. The simplest definition of a landing page is a page that people land on. That’s it. What’s confusing for everybody is the many messages that you can get to have somebody land on a specific page on your website. You can have an email landing page because you can direct people to it from an email campaign. You can get somebody to land on a page in all sorts of ways. Recently, landing pages have started to have additional language attached to them, such as squeeze pages, and click funnel pages, as different people put different branding associated with something that is effectively still a landing page. It’s just a landing page that people land on. John and I are going to confuse the topic more by explaining different types of landing pages to you, which is ideas of pages that people can land on your site. And John’s premise for the show, which I agree with 100%, runs right along with all of my premises about digital marketing. How do we get an ROI from a page that people land on or a landing page?

 

[00:02:44.760] – Robert Newman

And John’s going to take us away and really show his stuff because he did the research, and he did. And I have what I do as an agency, so I’m the founder of my own marketing agency, and we use landing pages extensively, but we use them directionally, not to get the conversion. We use landing pages to send people to other places on the website. So that’s how I’m using a landing page. I’m not using it the same way we’re about to talk about, and I’ll explain that a little somewhere along the way. But John, the first example.

 

[00:03:19.920] – Jonathan Denwood

Yeah, I just want to quickly respond to what you just outlined, because I’m in total agreement, which normally is the case, not always, but I see this, Rob. It’s very similar to the language utilized around real estate CRMs, because it’s just a general term CRM. There’s marketing CRMs, there’s sales orientated CRMs, there’s lightweight CRMs, there’s heavy duty CRMs. It’s just a very general term. And the same with landing pages, squeeze pages. Landing pages, very generalistic term. A lot of people abuse. It a bit like CRMs. If you’re going to use the landing page as a kind of conversion tool, then that’s the classical term. The other way is the layout, the landing page. Classically doesn’t always apply. But classically the landing page, you don’t have your normal navigation in the head or the footer. You only have one call for action. You don’t have multiple. But you could apply that to, well, optimized normal pages that you don’t have two to three different messages on the page. So there’s a lot of overlap. So let’s start with number one valuation landing page. So you’re offering either a cane system or a better solution, a more customized home valuation.

 

[00:05:03.710] – Jonathan Denwood

This, to me, is the real kind of classic landing squeeze page that’s utilized a lot in the industry. I’ve got such mixed feelings about it because people say they still get great results, but I feel it’s been slightly used and abused. What’s your feelings, Rob?

 

[00:05:26.740] – Robert Newman

So, as usual, I’m going to give off I’m going to write a lot of some stuff here. Home evaluation pages, where you’re using an automated tool, they still work. That’s basically what you’re saying when people come to them. Do they still work to generate leads and give you ad names to your database? And the answer is yes. Do they work for high value, high intent leads? Not that I’m seeing like I’m not seeing it somebody selling the home in a few years that gets trapped into your form, that reluctantly takes a communication from you. Sure. But I am seeing people using a variation of this that I really love, which is probably because I follow so many inbound marketers and inbound marketers, everybody, they add a lot more value than your average marketer does to a page. And I’m watching more and more people brace videos, something that John and I have talked about for ages, but now it’s actually happening. We’re finally watching a full embrace of video happening. And part of that is that somebody is leaving a trail like, this is my home evaluation process. And step number one, if you’re interested in involving it, like, you outline seven steps, a little video, and then at the very end of that, they’re still the same form, and then you input your information.

 

[00:06:43.270] – Robert Newman

But I am seeing a mix where home evaluation is part of a longer, deeper, targeted strategy, and I’m seeing a lot of value coming out of that longer, deeper, targeted strategy. John, that involves the home evaluation tool.

 

[00:06:59.550] – Jonathan Denwood

Yeah, I see where you’re coming from. I can see how that could work if it’s presented in the right way. On to number two, property search landing pages. Well, I think it’s going to be linked to what you just said about home. I think it can still work, but you just got to be a bit more creative and offer a bit more value. What do you think?

 

[00:07:30.040] – Robert Newman

I’ve taken them off my websites entirely, that’s what I think. I don’t use them anymore. I don’t use them on home pages. I usually tell my clients to take them off. I’m not seeing them on a lot of high performing sites that I’m looking at that are starting to do really well. The day and age of property search sites, they’re diminishing. Like they’re not gone. But you probably need to have a site as good as a real estate webmasters here, attractive in that category. WordPress. If somebody said, I’m going to do a property search site on WordPress, I’m going to be okay. If you really want to, I’m just going to say I don’t believe in them. John. That’s the simplest way I can put it.

 

[00:08:14.610] – Jonathan Denwood

How would you classify a search landing page first? How would you describe it to our audience?

 

[00:08:27.110] – Robert Newman

Well, the way that we do searches, we do guided search. We drive you into neighborhoods and show all the listings for those neighborhoods and you’re getting a guided search experience on site. So if you’re doing a guided search experience or neighborhood search, like you’re seeing property search, when you say property search landing page, that is to me a bar where you can search for property. I’ve taken those off my site entirely. They don’t exist. So if you’re going to ask, how are you leveraging? The answer is really, truly, I am not. I have a single search function on my site, which is an advanced search function where somebody can fill out an entire form and not a bar and do a search. Not that many of my sites have that even in the top 50 pages that’s visited. Like, it’s usually an almost inconsequential feature on the sites that we’re building. So how would I define it? I mean, I don’t know, just like I did search bar, but I wouldn’t use it. That’s just me. If you’re using WordPress, I wouldn’t use it. If you’re using something really cool like Share Interactive and you’ve got everything on the site boiled down to neighborhoods or buildings or you’ve done something really specific with the site so that somebody can get a very drilled down piece of information, it might be interesting to have a search bar connected to that experience in some way.

 

[00:09:48.190] – Jonathan Denwood

Yeah, I agree with you. On to the next one. Coming soon, landing pages. I’ve seen more Facebook advertising where people really dependent on the condition of the market. Last couple of years, just getting something to sell was the problem. You could put it up and you’d be in a date in a lot of areas. You would have multiple people queries in other areas. So it just depends on market conditions and other factors. What’s your thoughts about Coming Soon landing pages?

 

[00:10:33.700] – Robert Newman

Well, again, I’m really glad that you put this one on your list because I have a case study. One of my clients in Los Cabos has development with a Coming Soon page on it, and it’s a top performing page. It is also a top frustration for them because they have they are getting leads. They’re getting a list of name and they’re talking to they’re calling these people up. They’re legit. So you putting it on this list is a very I couldn’t agree with it more. There’s just some marketing positioning, things that I think everybody would need to realize if you are successful with this strategy, understand that a certain number of people might be very excited for whatever development or building or thing that you’ve decided to put up. If your page is performing well, that is going to be because there’s some excitement about the community or the building or whatever it is that you’ve posted on your site that says Coming Soon. Sign up now to make your reservations or to get updates or whatever, however you’re going to position yourself. So my clients have dealt with a deferred development on the shore of Los Cabos.

 

[00:11:44.320] – Robert Newman

It’s going to be millions and millions of dollars. It’s a super exciting project, but of course, as with many luxury things, it’s getting pushed back and pushed back and pushed back. And every time there’s a pushback, they’re reaching out to the entirety of their development list and communicating with these people. Then they’re getting calls because the level of excitement is so high. So they have spent a tremendous amount of time without even having anything to sell. There’s no unit to walk through or sell or do anything with. But from a marketing perspective, though, it worked. So, like I said, it has a place on this list. Just understand that with what you said, John, some people are not prepared mentally or marketing wise, like with how well the strategy will work and where the market is at. Even my client, who’s two extremely skilled entrepreneurs, and they haven’t said it to me directly, but I hear it in their voice. They’re, like, a little frustrated with how much time and energy that they’ve been spending on a thing that they can’t.

 

[00:12:51.660] – Jonathan Denwood

Even yeah, it’s unfortunate. Understandable, but unfortunate because Kelly Williams and the Bread Book, you know, the money is in your database. How do you know you’re going to drop a certain percentage of a year out of your database? So you need to keep filling that database with new possible connections. And that’s what you’re doing in one way with what has been established with this landing page. So it does have value, even though you can understand the frustration. But in my experience, and I think you would agree that’s hard for a lot of people to understand that, isn’t it?

 

[00:13:34.910] – Robert Newman

It is indeed. Wow. Do you mind if I introduce this next one?

 

[00:13:41.440] – Jonathan Denwood

Yeah, sure.

 

[00:13:43.760] – Robert Newman

So the next page John interestingly, had found somewhere a Luxury Presence page. Then he said a community guide landing page like this one by Luxury Presence. A Community Guide Landing Page is one of our favorites because it conveys value proposition to your farming area. Everybody does this differently. And the reason I asked to read this one is I use these pages on my site. This would be the closest thing to that gateway page that I mentioned to you. It is a community page that covers in broad a larger swath of territory, separates it out by smaller categoric areas, and directs people to those smaller categoric areas while still being very informative. And I use custom maps, I use custom images. I go very deep into what could very easily be called a Community Guide Landing page. That’s why I asked to intro this one. Luxury presence does it, too. We each spend, actually, a fairly large amount of development time because the quality of this page might connect somebody a little bit deeper into the lifestyle premise that you’re selling if they’re not already familiar with the area that you’re communicating to them about.

 

[00:15:03.710] – Jonathan Denwood

Yeah, there’s a bit of just before we go for our break, Rob, there’s a bit of overlap with this being Evergreen page, isn’t it? And we’ve spoken about Evergreen pages as well, haven’t we? To my mind, there’s a little bit of overlap. Would you agree with that?

 

[00:15:20.400] – Robert Newman

I would. So we’re going to go over our break, ladies and gentlemen, we’re going to take a couple of minutes here. Do us a favor. Wherever you see us, wherever you hear us, give us a like share. I’ve been getting a lot of feedback from people that I’ve been getting shared meetings and that some of this podcast has occasionally been getting shared in real estate sales meetings for all those people who are brokers and are looking for ways to educate your sales team. Do John and I a favor. Drop us a line and let us know what you want us to talk about. Message John and say that you would really love to see XYZ digital marketing subject on the show, because I think that I could speak for both of us that we would love to get some feedback and help you out, right?

 

[00:16:07.240] – Jonathan Denwood

Yeah, we might.

 

[00:16:08.490] – Robert Newman

Okay, so we’ll be right back. Ladies and gentlemen, thank you for tuning in.

 

[00:16:13.540] – Speaker 3

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[00:16:38.660] – Robert Newman

Welcome back, ladies and gentlemen. I am here with my amazing co host Jonathan Dinwood. We’re super excited to be here with you today. We are talking about landing pages, which is a misunderstood term and if I had to stick with what the traditional term of landing pages, I wouldn’t be very excited about talking about it. Fortunately, John was really lovely in the beginning of the call or the beginning of the podcast and said, please take some time, explain all the different things that can mean. And some of those meaning types I really gravitate into, one of them was community landing page. But we’re going to move on. That was what we covered right before the break. Coming back from the break, we’re going to talk about exclusive buyer, seller content landing pages. Why don’t you take us through the journey of what you meant by that, John?

 

[00:17:26.740] – Jonathan Denwood

Well, it’s kind of linked to the last topic before you went to break because in my mind there’s a lot of overlap between this particular section and evergreen pages. They overlap because you’re offering guidance, exchange, consumer pain points. So it’s kind of quasi evergreen blog kind of scenario set up. Would you agree with that.

 

[00:18:11.910] – Robert Newman

Blog set up?

 

[00:18:13.450] – Jonathan Denwood

Well, because in my mind, probably not right more the Evergreen, the blogging, it’s time related, isn’t it? So I probably push that bit too far. So it’s probably the Evergreen in it evergreen page maybe.

 

[00:18:32.180] – Robert Newman

So, Evergreen is a page that you write out and that you don’t change or don’t change often for many of you listening to the show, because some of you are. And I know this because I’ve gotten a chance to talk to a few of you over the years, which has been great. And I know that some of you are already in your own ways dedicated content marketer. So let’s just say that you have a 20 point sellers plan that you’ve mapped out over a 20 year career. That’s probably an Evergreen page, which is what John is talking about. You have to take the time to transpose it digitally and maybe you use some cool graphics or some cool white spacing to make it really like digestible. But you should have your own seller and buyer’s road map that is custom to you, to your sales approach, to your team’s approach, to your approach. It’s an Evergreen page on your site, right John? Yes. So that’s what John was talking about. Exclusive buyer, seller content, landing page. That could also mean in my head, exclusive could mean that you have an exclusive offer that gets a little trickier, a little hairy, just depending upon what state you are in, what the law is as it relates to your MLS.

 

[00:19:48.310] – Robert Newman

But some places, including, I think California, have a cooldown period when you take on a listing. We have X amount of time to get between taking the listing and then listing it with your contracted MLS system. Right. So you could theoretically send an email out to all of your customers and before the thing is even fully digested into the MLS, you could already have offers on the property. Technically speaking, I’ve seen that work that way many different times in many different states. That’s definitely an exclusive offer. Like, pay attention to me today we have this house. Yeah, it gets listed in the MLS in two days from now. You’ve got a 48 hours exclusive. Right?

 

[00:20:30.140] – Jonathan Denwood

Well, when you were saying that you got this scenario in a more normal market where you could say, well, we’ve had great success in a particular area, here are some examples and we’re offering this exclusive package to those in this area and you can also prove that you got some prior success, that type of scenario. Do you reckon about that?

 

[00:20:58.640] – Robert Newman

I think that’s true. So that’s our final thing on landing pages. And I want to throw John and everybody else a curveball on the show, if he’s up for it. I didn’t think of this in advance and I apologize, John. That’s why I didn’t write to you about it. It just came up super recently. And here’s the thing that I want to point out to everybody that’s going to sound like a sales pitch. It’s really not. So something that I’ve been noticing. The second that the interest rates stopped rising, my agency got really stupidly busy. All my competitors that are dealing with direct marketing are slowing down and laying off employees. Everybody’s in trouble. They over committed. They’re offering these massive deals and discounts, trying to get sign ups, trying to keep their workforce busy. And I’ll explain why I think that is to everybody on the show. And this impacts you too, John. So I think that the reason for all of this is that when the market slows and direct marketing stops working and many of the people that are calling me right now are people that have significant budgets in direct marketing efforts, those budgets are not working, or they’re not working in like they’re coming back with maybe an even money return.

 

[00:22:21.250] – Robert Newman

They’re just not working. They’re barely working. And in many cases they’re not working and they are literally losing money. So instead of throwing that money away, they’re deciding, now is the time to take control of my marketing. I can’t spend it anywhere else anyway and get a result. I might as well turn around and go to owning a product, getting rid of that really expensive golden handcuff thing that I’ve had for so long. And I want to say that that logic is 100% accurate, whether you call a guy like John or a guy like me. Now is the time. For all of you listening to the show, now is the time. The slowing market, the toughness with direct marketing trying to figure out where to put your money, where to put your time. Now is definitely 100% the time that you should be making moves in your strategy. Like I said, it sounds like a sales pitch, but I firmly, strongly believe it. John is looking really confused. Like, he’s looking super confused.

 

[00:23:28.940] – Jonathan Denwood

No, I think it’s very insightful. I think one thing you got to clarify, not for me, but for the Listers, what you mean by direct marketing, you’re talking about paid advertising.

 

[00:23:40.410] – Robert Newman

Paid advertising. You go direct to the source. Direct marketing is where you go direct to where the audience is or you paid. Yeah, you’re right. Another way to say is paid marketing, search marketing. If you want to get in front of directly get in front of somebody, you’re going to pay YouTube, Pay, Instagram, pay Google, pay somebody, right. You’re going to pay them. And I can put an advertising in front of you tomorrow that’s paid advertising, search advertising, direct marketing. Direct marketing can also be other things. So you’re right, not the best language. So I apologize. But the idea is this. We all want to say that if we spend $1,000, we get X amount of return. Now, even in a good marketplace, you spend $1,000 a month with, like a whileobo or somebody like that, and 90 to 90 days to six months is when you should expect a return. That is not happening right now. I’m hearing case studies that are like 13 months, 14 months. When you start saying you’re going to wait a year to see a return on a new direct marketing or sorry, a new page search initiative. Man, that’s actually probably longer than an inbound marketing campaign or something that John and I would tell you to do, like blogging or getting your own website.

 

[00:24:58.010] – Robert Newman

That’s longer. You’re looking at a longer timeline right now and a significantly larger amount of money, and you won’t own it, which is the nutty bananas part of that whole conversation to me. Sure, spend $12,000, don’t get a deal for 13 months. And by the way, you don’t own Diddley Squad.

 

[00:25:19.860] – Jonathan Denwood

We haven’t discussed it for a long while. It’s also linked to the dirty thing that was known that wasn’t really explained, and that lead inflation, I call it the platforms. There was scarce at the beginning, but there was because of lead inflation. The actual quality of the lead was getting more worse, wasn’t it? The digital lead, wasn’t it?

 

[00:25:47.460] – Robert Newman

Correct. And now they’re just not happening. They’re still bad, but you’re not getting that many of them. So there is a whole different shift, John, like a massive shift, and everybody’s noticing it, which is why I’ve tagged it onto the show. The shift happens fast. It happens very fast. And the shift is happening lightning fast right now. And this was luck. I think my original prediction about the way the market was going to work, I think it’s just going to turn out that way. I think we’re going to see the rest of the heat escape really high sales prices through the first quarter and then the marriage go round ends. And for all those people who are writing the last of that marriage go round, not seeing that many leads, but still getting a couple really high price deals off your paid advertising campaigns, great. Expect that to dry up. If I was all of you, I would be at least considering a backup option and dividing my budget barest minimum. Have a backup. Like, okay, maybe I’m wrong, maybe I’m wrong, and I would be love to be wrong for a lot of people.

 

[00:27:05.150] – Robert Newman

But you know what? Divide your money up.

 

[00:27:08.230] – Jonathan Denwood

Well, if I had a decent budget, I would really look at improving the website. I’m bound to say that. But I’m saying it from a quasar truthful place because I do honestly believe that. But I would really look at video, really look at my investment in equipment, but also a consistent way of producing video for my social media platforms and for my YouTube. Just getting as much video out there and having a production plan and having some basic equipment in my organization, my boutique brokerage, my power team, but really having understanding about how many videos we’re going to produce every week, every month, and really having a go at it. What do you think about that?

 

[00:28:02.210] – Robert Newman

I couldn’t agree more. Like I said, there is truly a groundswell happening where realtors have come to the realization that marketing has changed. It’s finally happened. The only strongly performing section of marketing that I see is messages passed through Kinesthetic, learning things that’s all really fancy language for saying that people are embracing the idea that they want to see you before they call you. Video not just a picture of you, not just a resume. They would like to see what you have to say. They’re getting spoiled with it as it takes hold across throughout the market. In almost every market, somebody doing searches or somebody looking around does have the option of running across. Somebody using video as a tool to explain the neighborhood, to explain a lifestyle, to explain themselves. And if that person makes a connection with them, they’re getting the call, man. That’s it. Full stop. To get in the call. I get calls off my profile for real estate stuff. I’ve sent out two referrals this month alone. All right, because people like, oh, you seem like a cool guy. I can tell that you are a marketing company. I know you’re not a real estate agent, but you must know a few.

 

[00:29:13.000] – Robert Newman

So let’s call you. I shit you not, John. I get them. I’m not a real estate agent. I clearly say it everywhere. But no, still get the call because they like me. And trust me, that’s the message for all of you who’s listening to the show. You’re going to have to embrace video if you want to really separate out, like, break the mold a bit.

 

[00:29:43.250] – Jonathan Denwood

And I think just to finish off, I’m not going to be blase about what next year is going to be like if you’re a real estate agent. But the good part of it is that I think the days of somebody thinking, oh, I can hire my uncle that just got his license six months ago, or Auntie Gerald, or this friend of a friend, and I don’t care, it’s just a friend, and they be able to sell it. I think when people have got a property and they’re looking to sell it, they’re going to do a bit more research and a little bit effort about who the agent is that’s going to represent them. Do you think I’m on the right role there a little bit, or am I deleting?

 

[00:30:34.040] – Robert Newman

I agree with there’s an element of what you say that I couldn’t agree with more. And I’ve used the analogy many times in a call, and my dad just proved this to be somebody in our family passed the property, went into probate. My dad had to sell it, and he ended up doing a shit ton of research on the person that he was hiring the family. He’s getting pressure from his brothers. Everybody’s pressuring them to sell the property fast because they just want the money and they want to do something with the money. My dad is like, that’s not going to stop me from calling referrals. Like, I’m talking he drilled deep down into it, John, and the reason that he drilled so deep into it is he’s like, hey, we’re going into a bad economy. I can tell that this is going to be difficult. So I want to find a Realtor that’s really going to fight for every last penny of value, and I’m going to do the extra work to find that person. And he read reviews, he fucking ran real estate licenses and then looked at what they said. I hadn’t even thought of that.

 

[00:31:37.670] – Jonathan Denwood

No, I haven’t. I’m amazed at the moment. I just thought it was market conditions, really. Rob I’ve always been a little bit but statistically, it wasn’t only market conditions. I’ve always been a little bit surprised about this industry, that people aren’t a bit, but I think it’s going to change. I think that’s a good thing. But people need to be a little bit fussy about the agents that they hire.

 

[00:32:08.390] – Robert Newman

They really do. And for those of you that did not live through 2007 to 2009, here’s a number for you that is a real number. The last time the market slowed, we had 2.2 million licensed agents. At the beginning, at the height of the real estate market, before the market slow stopped and things reversed, we got down to 1.4 million. Putting that into perspective for everybody that’s listening to the show, 50% of the people that were out there that had a real estate license surrendered. It. You are going to watch a lot of people get out of the real estate game. And for those of you who know that you’re committed and you’re going to stay in it, you have to ask yourself the question, how do you want to position the next leg of your career? Because there was 2007 to 2009 and then there was after that, and before that. You can ask anybody that’s been in the business, you made a mint, especially if you’re in mortgages. Before that, then you lost a lot and had to be committed to your career. And then slowly but surely, many people have been banking like a lot of money for a long time.

 

[00:33:18.860] – Robert Newman

And now that we’re going into a harder market with not such easy advertising directions for people, and the referrals have stopped coming in and every aunt, uncle, mother, sister stopped calling you for a piece of property. Yeah, some people are going to surrender and other people are going to figure out the ways to connect with people that they want to be connected with. And I deeply believe that whether it’s video on YouTube or video on Instagram or video is the way to go. Everybody should have videos on the website, on all those other channels.

 

[00:33:50.160] – Jonathan Denwood

And just to wrap it up, I know it’s self-serving, but honestly, honestly believe these folks. You really want to listen to the backlog of podcasts and videos that Rob’s got. You want to go to Rob’s website and have a deep dive, and you really want to listen to the 100-plus of podcasts because it’s just a fountain of knowledge from our guests, from you, about how to market yourself in this new coming-up period. I really believe that, Rob.

 

[00:34:32.240] – Robert Newman

Thank you very much, John. That’s very nice. And by the way, everybody, if you’re starting your career and you’re scared to death by some of the things I just said, john is a good place to start having a conversation to get you on the track. I believe that there can be an evolution of owning your own websites. I am a done-for-you service that takes on a very small number of clients who are very well-established and are basically ready and willing to spend a reasonable amount of money to achieve success. And I do everything for them, almost everything. But you don’t start there. Full stop. You don’t start there. You start someplace else. And if you got used to WordPress and you got used to blogging and you took all the same advice that you’re hearing from me, but you took it from John, because he’ll say the same thing 80% to 90% of the time, you will have a huge platform of success to then to call a guy like me.

 

[00:35:28.390] – Jonathan Denwood

Yes, I do honestly believe that. And that’s why I think we can still work together on this podcast because that’s how I see it totally as well, Rob, completely.

 

[00:35:41.260] – Robert Newman

All right, well, listen, everybody, we’re going to wrap it up. We’re going to take us off. Aaron here in a second. Happy Thanksgiving. I hope everybody had a good day of things spent with family and friends, no matter where in the world you are. We appreciate you listening to the show. You can email me at Robert at inbound REM. And John, how would you like people to get in touch with you?

 

[00:35:59.450] – Jonathan Denwood

Oh, just go to the Mailwrite.com website, and you can book a demo discussion with me or my partner, Adam. And one other thing, we have an amazing guest next week. I haven’t told Robert. I probably won’t let you’re going to be blown away, Rob. Well, you might not be, but I’ll be surprised if you’re not blown away. And it’s great I’ve had a chat with him; I’ll give you a hymn. And he seems to be he’s really interesting stuff to say, and he seems a great guy. And I think you and the audience are going to be blown away.

 

[00:36:42.010] – Robert Newman

Can’t wait. Can’t wait. Thanks for doing that, John. Alright, everybody, have a good one. John, take us offline. Bye.

038: Good Quality Photography With Special Guest Greg McDaniels
038: Good Quality Photography & Video is Important! 1

We discuss with our special guest Greg McDaniels the importance of quality photography connected to being a successful real estate Read more

039: Why Agents Need To Blog Regularly
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Agents need to do more than blogging to get results in 2016. We discuss this during this show with our two Read more

040: We Have Special Guest Greg McDaniels
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Greg McDaniel literally began his career at his father’s knee. It would not be an exaggeration to say he has Read more

041: Personal Agent Photography With Preston Zeller
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Personal agent photography is really important but usually semi-forgotten. We have a great guest "Preston Zeller" on the show who recently Read more

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#363 Mail-Right Show: With Special Guest Ryan Smith of LaunchYourFarm.com

Saturday, November 26th, 2022

 

Geographic Farming & Digital Marketing Advice For Real Estate Agents in 2023

Farming is the future! That is the mantra that Ryan Smith full-heartedly lives by. Ryan is on a mission to share his new project, “Launch Your Farm,” with the real estate world and to ignite the same excitement in other agents.

Ryan became passionate about geographic farming after relocating several times over his 14-year real estate career, forcing him to rebuild his business multiple times. Having tried almost every strategy in the book, he quickly realized that combining your strategies and tactics in a hyper-local fashion was the best way to build momentum and success in real estate. That was when he became a real farming fanatic.

After coaching, training, and interviewing some of the top agents across North America, Ryan realized his true passion was helping other agents reach their full potential by helping them develop systems and tools to build the best geographic farming foundations in their real estate businesses.

To learn more about geographic farming and how to grow your business, head over to www.LaunchYourFarm.com to access the show, marketing ideas, resources, and more.

Here’s A Full Transcript of The Interview

[00:00:11.490] – Robert Newman

Welcome back to the Mail-Right podcast. Ladies and gentlemen, we are super excited. We know that you are tired of having heard John and just talk amongst ourselves for the last few times. Ryan Smith from Launcher Farm was gracious enough to join us today on the show. I don’t want to take you steal his thunder. Ryan, why don’t you go ahead and introduce yourself to the audience.

 

[00:00:32.320] – Ryan Smith

Awesome. Thanks for having me here. I’m really excited to share my love of geographic farming with your audience. I know that from my own experience and the agents that I’ve trained that when they learn to implement geography in their business, they can really take the business next level. So I’ll kind of share a quick backstory of who I am and then why I’m here and then what I want to share with you. So I am a licensed agent myself. I’ve been in the business for about 15 years. My kind of not claim to fame, but is this geographic farming? But the reason I became successful at geographic farming was because I moved multiple times. So I started the business my very first time I got started, I moved three and a half hours away from where I lived. I knew nobody other than my aunts and uncles that lived in the area. I had no idea what I was doing and I kind of bumbled my way through the business. And then I moved again. After a couple of years, I met someone and I moved to be with her and I didn’t know anyone other than her.

 

[00:01:19.800] – Ryan Smith

And I kind of refigured it out again. And then I kind of got some momentum going. Then I moved again and I started taking the things I’ve learned and I realized I had failed along the way. And then I took kind of what didn’t work. I started compiling what did work. And I’m someone who loves to learn and I learned and learned and learned and learned and I also learned through failure and I failed so many times and I started realizing that there were some patterns and things that were successful that other agents were doing that I wasn’t doing. And then I became really obsessed with geographic farming. So my third move, I basically started this farm with a business partner of mine and we kind of like say we crack the code on kind of what was working. I took all the failures left out of the business and took the kind of the best practices and really started focusing on becoming a hyperlocal expert and becoming that go to agent in the area. And really that launched my business even further. After a few years, I sold that off to my business partner and then I started doing more coaching and training and I was working as a productivity coach in the office.

 

[00:02:18.370] – Ryan Smith

And I realized that I had a real passion for helping other agents grow and miss the mistakes or skip the mistakes that I was making. And I wanted to help agents kind of speed up the process and not have to go through all the money and the time and the headaches and the heartaches of failing on your own. And I wanted to share that with other agents. So I started doing this just before Cobid started. It was getting it started and Cobid hit, and it was actually kind of a blessing. This guys. And it really helped me really focus on what I’m doing. And so the last couple of years, I’ve been really helping agents grow their geographic farms and become more passionate about it. That’s a long window.

 

[00:02:54.040] – Robert Newman

That’s a hell of a journey. Before I hand it over to John, let me make sure that I understand what you’re doing today, right now. Are you a coach, are you a writer, are you a blogger? Are you all of the above?

 

[00:03:07.720] – Ryan Smith

A little bit of everything. So I mostly focus on education and training, so I’ve got some courses and programs. I also have a podcast as well. So I interview agents who are doing hyperlocal geographic farming in their business, and I’ve sharing their love and passion and strategies that work with other agents and helping bring that love of geographic farming to the world.

 

[00:03:28.570] – Robert Newman

Beautiful. All right, John, my man, my Englishman with the plan, why don’t you go ahead and introduce yourself for those people that are lucky enough to be joining us for the first time.

 

[00:03:41.940] – Jonathan Denwood

Yeah, you always make me laugh. Robert I’m the joint founder Mail-Right, we build beautiful WordPress websites that you own you won’t lease. If you’re looking to get into the luxury side of the market, we can build you a beautiful custom solution. And we have a suite of marketing tools that will help you get some quality digital leads. Back. Over to you, Robert.

 

[00:04:09.450] – Robert Newman

Ladies and gentlemen, for those handful of you that may not know me already, I am probably the most experienced real estate online marketing consultant that currently works in the US. Doing it for 14 years. I founded a technology company that focuses on websites and SEO for real estate agents. And if you want to learn more about anything that I am doing after you watch this stellar job that I’m about ready to do on this podcast, feel free to go to inboundriem.com. All right, so without any further ado, I certainly have quite a few questions, but as per his usual, it is John who has done all the groundwork for the show. He is the one who communicated with you. You two coordinated with each other and came up with the guests. So John, usually he’s magnificent, usually has a series of prepared questions that you like. So before I get into my shit, John, is there something that you’d like to kick us off with?

 

[00:05:08.160] – Jonathan Denwood

Yeah. Thanks for that, Rob. So, Ryan, I think a great place to start the conversation based on our off air chat. Is that your emphasis? And I think you totally agree with this in mixing what I’ve called the pathini mythology of building, like 300 people in your community that will refer clients to you and building a really local focus referral engine. But you also link that with advice and consultation about you should combine that with digital marketing. And I’ve noticed in almost five years of doing this podcast, which blows me away, is a lot of agents can do one or the other, but a lot of agents struggle doing both and doing both well. First of all, would you agree with that statement? And second, have you got one or two insights why you think that is?

 

[00:06:14.950] – Ryan Smith

Yeah, I think it’s totally true. And I think, like you mentioned, that the buffini method, I love his stuff, but I find that a lot of people who have used something like the Buffini method, if you don’t have a database to work, you don’t have people to follow up with and build relationships with. And again, from my own experience moving and starting over in a place that I had knew nobody, that method wouldn’t work for me. So I had to start with online marketing to start to fill my funnel with leads. And what I’ve learned is that when you do that at a hyper local level and you get real focus with it, you become that community ambassador. It becomes even easier when you’re the specialist in the area. So that’s where I started combining my offline marketing and really doing taking that from adding the online marketing to the relationship side of things. And that’s where I talk about CPR is something I coin. It’s community positioning and relationships. And you have to start with a community first. You have to put them ahead of the transaction. You have to have that community that you’re going to serve.

 

[00:07:12.300] – Ryan Smith

Then you learn to position yourself as an expert and an ambassador, and then you build relationships. And so many agents are focused on the transaction and not the actual relationship itself. And in my experience, the ultimate goal of real estate is really to build and strengthen relationships. The kind of byproduct of it is selling homes. But you need to learn to build relationships. Now, how do you fill that funnel? How do you build that pipeline? That’s where you can start getting into digital marketing strategies, online and offline marketing and different things like that. But you have to ultimately think relationship at the end, at the end of the goal. And that’s kind of where when you refocus that way, it becomes a lot easier to find opportunities to do marketing when you’re thinking about hyper local and then building that relationship long term.

 

[00:07:53.660] – Robert Newman

So when you still had your license and you were responsible for building your business up again, can you give us a couple of examples of maybe the third move or the fourth move, what did you do? What was your specific hyper local strategy?

 

[00:08:16.920] – Ryan Smith

Perfect. Yeah. So the thing that when we built that farm that first time, or the time where we kind of cracked it, was we did what we call the neighborhood a home prices report. And we did a monthly report. And what we did was we created a sales report each month. And what we did was we had a binder. I don’t have it here, but we got binders from the dollar store. And we had a binder and we had a hard copy. We had a little cover on the front. And we would go around and we’d ask people if they want to get a copy of the report. And we would send the report out each month. And then each month we would update it. So we’d print out actual hard copy of the sales. We’d have a newsletter and we’d have some information each month. And we had all hole punched and ready to go. So we would go out and we would doorknock it each month, and it would be only to the people that would put their hand up. And that’s where creating that. Our farm was about 3600 people, and then we ended up having about 450 people in our database in a report that we’re getting in, and we would drop it off each month.

 

[00:09:08.100] – Ryan Smith

So we were getting face to face, we were creating conversations, we were building relationships, and then they were holding onto it and they were keeping that and keeping the value of that. And they would come back and we’d go to an appointment and they’d have it on the desk and they’d have it either with them. What it did was it created an educational piece. It created a marketing piece because we were promoting ourselves. We were partnering with local businesses, they were helping sponsor it, we were doing community events and we were putting that into our newsletter and things like that. So it was a way to stand out and create value that people wanted each month. And they actually were looking forward to it. And if we even missed a day or two, people were like, hey, we haven’t got a report. What’s going on? So it created something that people would want to get and get consistently. And I use example with books all the time. Is that a tangible hardcover? A hard copy thing is perceived, sorry, it has a higher perceived value than digital copy. I sell the time. I’ve downloaded all kinds of ebooks.

 

[00:10:03.750] – Ryan Smith

They’re sitting in my download section. I have full intentions of reading them, and I just don’t have the same value. But when I have a book that I can actually pick up, I can read it on the train, in the bath, in bed, whatever. There’s a more perceived value. So what we did was we did online marketing. We would run some online ads to drive people to get the report, and then we would use that to then create more values as we went along. That was one thing we did. Another thing we did was we would borrow listings from other agents who were in the area. And so if another agent had a listing in their farm area that we’re focusing on, we would ask if we could borrow the listing, and we would try to promote their listing and try to get buyer leads from that. And that’s something I’ve really honed down and really mastered. And I got really good at classified ads and online ads like facebook marketplace. So what we would do is we would compound our efforts because now we’re doing marketing in the area, and now we’re getting these listings that we’re promoting in the area, and we are generating leads by promoting those listings.

 

[00:10:57.390] – Ryan Smith

But then what happens is people in the community start to see these listings, even though they’re not our own listings, but they create this perception that we’re a lot more successful in the area. And then we started getting leads, and then we had buyers. And then we would go to a listing appointment, and we would say, hey, mrs. Seller, we’ve got 150 buyers in our database right now looking for homes in your area. So if you list with us, we bring a listing sheet with all the buyers that we had. And we created demand before we even had the listings. And we showed up at the appointment, and the listing of the clients were like, wow, this is amazing. No one’s ever showed up with this many leads in our specific area. So we catapulted that way. And I think one of the other big parts of the success that we did was we branded ourselves around the neighborhood rather than branding ourselves around ourselves. So our team at the time was the orchard real estate team, and the orchard was the area that we were focusing on, and we branded ourselves as the orchard real estate team.

 

[00:11:47.880] – Ryan Smith

So right out of the gate, you could tell that we were specialists. This is what we do. This is the area we focus on. And we would show up to an appointment, and people would say, well, you guys are the expert, so you tell me what I should do. And the next appointment was, you’re the expert, so you tell me. And we created that perception of success. And now, mind you, I never even sold a home in that area before that. But once that started, then we leverage the success we had, and then it became even easier once we started getting even more listings. We then use more advertising and more marketing and create the kind of a self perpetuating machine.

 

[00:12:21.560] – Jonathan Denwood

Got you, john, I’m just blown away. I think you provided more insight and value in five minutes. Then we’ve been blessed with some fantastic guests, ryan, but sometimes it’s hard to really get to crux of value, but you’ve just done a fantastic job there. I don’t know where you want to take this, Robert.

 

[00:12:52.310] – Robert Newman

Well, I would say what John just very ablely did is he broke down. He got into some specifics and those specifics would have specifics. I mean, one of the things that jumped out at me is that you partnered with local businesses in order to get the original reports because let’s say you’re going to do a dollar as the cost, hard cost for every binder that you created, right?

 

[00:13:17.340] – Ryan Smith

Yes.

 

[00:13:17.790] – Robert Newman

Well, I don’t know how many homes are in Orchard, but let’s just use in a neighborhood I am familiar with. Let’s just go with there’s a place called well, no Aviara. There’s an aviar in Richmond, Texas. It’s got about 575 homes. So just to completely blanket that one subdivision in the suburbs of Houston, Texas, it’s $575, not counting the time it takes to deliver or however you’re going to get it there. So I’m curious to know, how do you do partnership? Do you insert a leaf for the businesses, have a list of businesses at the front say, hey, this report is sponsored by these guys, and if so, what’s that pitch to those businesses? Is it like, hey, give me $200 and I’ll include your name at the front of my binder, but I’m going to hand these out one by one to everybody in this neighborhood. Like, how does that work?

 

[00:14:12.070] – Ryan Smith

Start at the beginning. One of the things that we did was we didn’t send this to everyone. And that was part of the thing that we did. And this is where the mistake that a lot of agents make, I think, is they try to send valuable things to everyone. And this is where traditional farming was. You just send out a bunch of stuff to the same people over and over. We went out and we got people to put their hand up and ask for the report. So we went out and we doorknocked it and we cold called the area and said, we’re putting together report, would you like to get a copy? So the initial upfront cost was a lot of money. I fronted the money myself. It was thousands of dollars because it cost about $10 for the initial binder with their initial printing and everything after that. And that was about a dollar per month after that. So I paid out of my pocket for that initial upfront. Then once we had that, then we went to the businesses and said, listen, we’re sending this out to x amount of people in the area.

 

[00:14:55.120] – Ryan Smith

We already had proof of concept, so we showed them, hey, we’re already sending this out to this many people that are getting in the area. So some of the things we did, we would have a sponsorship page in the back of the binder, and then we would start partnering with events as well. And then we would co brand stuff. So we did some offline marketing. We did some postcards. We would co-brand some stuff together. We did a lot of community events. And that was one of the ways that we co-worked together. And I think one of the things that agents need to consider is that there are other ways other than just cash that you can do to leverage and partner. So sometimes people may not have cash, or sometimes businesses may not have the cash up front, but you can do cross-promotion. And that’s one of the big things that I’m a big believer in, is that you can work together with local businesses and community groups and organizations to work together. So, for example, hold on, we’re going to pause there.

 

[00:15:42.870] – Robert Newman

So we’re going to pause working with local businesses together. And then you’re going to continue. We’re going to come back for part two. But ladies and gentlemen, we’re going to go for our break. We will be right back.

 

[00:16:21.940] – Robert Newman

Welcome back to the mail. Right, Podcast? This episode is number 363. We were just talking about some specifics. Ryan was sharing with us a very specific case study about how he used a hyper-local strategy is what I would call it. He’s calling it geographic farming. Either way, it’s how do you get in front of a targeted market and get that market excited about being targeted. He’s talking about a lot of value, a binder he’s creating. He’s talking about how he was creating this partnership with local businesses. He was about ready to give us the specifics before I rudely interrupted him and told him he had to go to a break. So if you could take it where.

 

[00:16:57.600] – Jonathan Denwood

You rob Robbie; they offered you, well.

 

[00:17:03.260] – Robert Newman

Three years and 300 some odd episodes or however many it’s been, it’s bound to happen at some point. So Ryan, go ahead, please pick up where you left off.

 

[00:17:13.750] – Ryan Smith

Yeah, so perfect. I’m glad you asked that because as mentioned before, is that we created the value up front so that we could sell it to the businesses a lot easier. So we had to show that there were people interested in that. We already had an audience doing that. So one of the things like I said we did was we had a sponsorship page in the back. We also put an insert in there. We would do a blog or an article about them, so we’d feature them. And we had a newsletter that went out as well. And we would feature them in the newsletters. That was part of the things that they would help with. And then I said community events were a big part of what we were doing and we would co partner with some of these things. So one of the things we did was we partnered with a local bank, and the bank was fantastic at getting us support. We went into the bank and they got us a table. We got to set up and talk to people. We had our listings and stuff up in the bank. They had a wall full of real estate listings that we could put up.

 

[00:18:01.290] – Ryan Smith

We got to do a presentation for the employees that were there. So we were explaining what we’re doing in the community. And one of our biggest I think my things I’m most proud of was we partnered with a local organization in the community. And they was a father and son team and they would build birdhouses out of recycled wood and then they would sell the bird houses and every dollar went to the hospital. So there was in Burlington and there was a big hospital being built or being built on to. And at the time, I think they had raised it was like four, $5,000 maybe. It was actually a bit more than that. But I just fell in love with what they were doing because it tied in so well with what we were doing, which is we’re in real estate. We sell houses and bird houses go well, it was an awesome thing. The kid was eight years old at the time, and him and his dad were doing this. So what I want to do is help promote them. So I started promoting them. I did an interview with them. I took some pictures of them.

 

[00:18:56.040] – Ryan Smith

We put them on our social media. And then I got him to come into our office, and then he did a spiel at the office and a bunch of agents in our office bought a bunch of birdhouses. Think he sold like $1300 worth of birdhouses to our office. And then the bank that we partnered with, we got together and did a giant sale at the bank. So we partnered with the bank. We got the news was there. We had a bunch of outlets were there. There was some local politicians were there. We got some other businesses to sponsor this event. And I think there was almost $5,000 worth of sales that we had done for this organization. And for us, it was a win win for everybody because it got us publicity. We were on the front cover of our local newspaper, and I would say if I had to pay for that kind of coverage, it would cost me thousands of dollars for that front cover. So we got on the front cover of the paper, we got in all these news outlets and things like that. And it was a great partnership and it worked really well together.

 

[00:19:47.880] – Ryan Smith

We then got involved with there was a local, like a Montessori school. It was a Waldorf school. It was kind of an alternative kids school. And we created a community event. And then again, we brought our business partners into that and did some sponsorship that way. So it was really just tying the people that were serving the community already together and bringing them together to help create more relationships and really expand and reach more people.

 

[00:20:11.810] – Robert Newman

Got you. Well, that sounds like a lot of work. I think my question would be, ultimately, work doesn’t matter because John and I both occasionally present ideas to clients that would ultimately be a lot of work. The idea behind it is, what is the potential ROI? So do you ever case study, like, when you finally do get a lead or somebody calling you out, do you have a close ratio for that lead? Do you have numbers that you could share with the audience about what that yielded you in terms of your total amount of business that you produced off this?

 

[00:20:50.660] – Ryan Smith

So at that time, this is a few years ago, our total cost spent was about $11,000. And so we started farming in September. Our first listing came in in January, and from January for the next 15 months, we ended up doing 17 transactions over those 15 months. At the time, we made 235,000. I made money since then from spin off and other things, but it’s $235,000. So our return on investment was like 21 times return on investment plus our time, obviously, to do that. Our numbers were worked out to be about for every 40, plus about 40, give or take, people in our database, getting a report would turn into a transaction. So then for us, it was just, how do we get more people onto the report? How do we get more people in our database, and how do we build those better relationships? So it was easy to track. And then for us, I’m a numbers guy. I love to track things. I got spreadsheets for all kinds of stuff, and I was tracking how many people we needed to get, how many people could we get out of there and kind of extract.

 

[00:21:47.610] – Ryan Smith

And then what happened was, once we started doing that, we then moved on to another area and then expanded into that. And then we started another kind of different plan around. But then at that time, I ended up selling part of the business off to my business partner. And then I’ve since moved on, and I can share from other agents who’ve used things that I’ve taught them. And coaching. I’ve had one gentleman that was one of my first coaching clients. He does multiple six figures from his farm in over three years. He did about 500,000 GCI doing the same thing with the report and the binder. And he didn’t do the community events. He didn’t do the other things we were doing. He was basically just getting out there and building relationships. So that came down to choosing the right farm area, the right price point, and the consistency with that was huge.

 

[00:22:30.880] – Robert Newman

So I seem to hear a little bit of Canadian in your accent. Do you mind if I ask what part of North America you’re working in?

 

[00:22:40.240] – Ryan Smith

I am in Canada, so I’m just outside Toronto, about an hour and a half outside of Toronto, depending on traffic.

 

[00:22:46.410] – Robert Newman

Beautiful. John, I’ve been hogging the mic, so to speak. So I’m sure you’ve been sitting on at least a single question, if not more. Why don’t you take it away?

 

[00:22:56.980] – Jonathan Denwood

Thanks, Rob. So I think one of the themes that I love with what you’re saying, Ryan, is what me and Robert have been hammering away consistently is what we call becoming the unofficial digital mayor of your community. And it’s linked to another one of my phrases, that you can’t be a successful real estate agent in 2022 and being visible agent. Yeah, but I just got a quick question. You really laid out a really fantastic gorilla marketing plan. How do you link that with effective digital marketing?

 

[00:23:39.930] – Ryan Smith

That’s a great question. And one of the things I would say when it comes down to if you’re going to if you’re trying to stay hyper local, is think like a local person and create your marketing around value that would add to that community. So one of the first things I would say is start with video is one of the most important aspects of digital marketing in today’s society. I think one of the best ways to do that and stand out and be different is to do community based video. Instead of just being all about me and all about real estate is, again, create content for the community that you’re serving. So one of the things I would start with, and one of the things I teach agents is to do local business interviews. So get out there and do some quick, easy videos that you can go out there and there’s so many businesses you can do that serve your area. They don’t have to be directly in your area. They may be a pool company, they may be on the other side of town, but as long as they serve the area that you’re working in, do an interview with them, it literally costs you nothing.

 

[00:24:30.360] – Ryan Smith

You have a cell phone, you have Zoom, or you have some type of internet connection, you can do an interview. Then I would use that and leverage that to then build an audience. And the great thing with doing something like that is you can leverage that video in multiple ways. One, you obviously have content for your audience and that’s one of the biggest things. You want to create good quality content that they’re going to appreciate, but then it also gets you in front of that local businesses audience. As well. And I always say that when you interview someone else, you are going to get an audience built into that. And I use the term one to many marketing. When I get interviewed by someone, I’m way more likely to share that with my audience when I’m being interviewed. And it’s a lot easier for me to go out and tell everyone that I was interviewed on something, then share that I did a hey mom and dad, I ran a Facebook ad today. Like my friends and family don’t care that I created a Facebook ad. If I’m featured on something, I’m going to be more likely to share that and tell my friends and family because I feel good about it.

 

[00:25:26.020] – Ryan Smith

And it makes me feel nice that someone featured it just like this interview. I’m going to share this once it goes out and I’ll let people know. So what happens is those local businesses are going to have that same effect. And when you interview them, they’re going to want to share it with their audience. And if they’re in business, they obviously have an audience. They’ve got clients that they’re probably going to share it with. So you can find businesses that are well connected in the community and do some interviews with them. Then you want to learn then to distribute that. And this is where I think that some of the work takes that you can do that is good, that doesn’t take a lot of work, is get involved in local Facebook groups. And that’s, again, one of the most underutilized mediums that people are not leveraging, especially at that hyperlocal level, is there’s so many different Facebook groups. And if there aren’t, start one. And the great thing with those local Facebook groups is it’s the people living in the area you’re serving, and then they’re focusing on hyperlocal content.

 

[00:26:16.170] – Ryan Smith

They’re there because they’re part of that community. They want to know what’s going on. They’re hyper-aware of the local things that are happening in the news that is happening in literally street by street. So you can share that message and content with them, and then you can become that digital mayor by being that ambassador and really building relationships. And with Facebook groups, the amazing thing is you’re literally having conversations. And this is a big difference between Facebook pages a lot of people that they don’t know is that Facebook pages is more of like a push marketing. Facebook groups is literally conversations. It’s just like being at a party with someone. You’re able to jump into conversations. You can start conversations; you can connect with people, and build relationships that you would never ever have on traditional type marketing if you’re just sending out a bunch of postcards. So I would leverage the community groups because you’re able to connect with people completely differently. And it allows you to fly under the radar, build trust with people, and see that you’re a person who cares and bringing value to the community you serve.

 

[00:27:16.760] – Robert Newman

I love everything that you’re saying, Ryan. So I’ve noticed that you manage to get online with Tristan Amatta, which is awesome. So John and I always like to add a little something to our show that you may not have spun in another digital area. So I’m curious to know, is there a little tip or trick that you can’t recollect having shared recently with any other podcast or any other person that you’ve done an interview with that it could be very small, but something you can share with our audience here? Actually, you know, what are you going to be? We’re 27 minutes into the show. We ask for 30. Do you have an extra ten minutes that you can share with us so that John and I can do some bonus content?

 

[00:28:11.340] – Ryan Smith

Yeah, absolutely.

 

[00:28:12.430] – Robert Newman

So perfect. So why don’t you think about it? I don’t want to sucker punch you here on the show and see if you can think of something for us. And in the meantime, we’re going to spend another minute or two wrapping up the actual podcast part of the show, and then anybody that would like to stay with us, we’re going to do ten extra minutes, and we’re going to throw that ten extra minutes up on the mail right. YouTube channel for anybody that would be interested in going over there. So, Ryan, this is the part of the show where I ask you if there are people that would like to look you up, contact you, or try to research your lessons in any particular way. Where would you send them?

 

[00:28:53.110] – Ryan Smith

The easiest place is launchyourfarm.com. That’s kind of my main hub. You can find my podcasts there. The courses, my blog, and my social media. If you’re just searching, you can search Launch, your Farm, and Google, and basically all the major platforms you’ll find me. That’s kind of the main place. You’ll see it when you get there. If you want to follow the podcast, you can click the podcast link, and all the links to the locations are there. Easy to find on social media as well. You can find me on with Ryan Smith. It’s a little harder than Ryan Smith because there are a million of us. So I would find you through the launch of Farm Channel, and you’ll be able to connect with me that way.

 

[00:29:26.730] – Robert Newman

Beautiful. And John, who’s been far less Ignatius and usual and much quieter. If somebody was going to want to leverage your incredible expertise in either WordPress or building a website or owning the website, any of those things that you mentioned at the beginning of the show, where would you like them to go?

 

[00:29:47.960] – Jonathan Denwood

Yeah, go over to the Mail-Right. You can book a free discussion with either me or Adam, my partner, or work with us. We got over twelve to 15 years of building beautiful WordPress websites on your website. Don’t lease it, and let us build help. Be your partner in building your business. And I didn’t feel I needed to interrupt this. Interviews are very easy to ride about you, aren’t he, Robert?

 

[00:30:20.040] – Robert Newman

He sure has. No doubt about it. All right, ladies and gentlemen, if you’d like to learn more about me, reach out to me, contact me, or talk to me. 2022 is probably your last year to do that. Maybe the first part of 2023. Then after that, I’m going to hang up the headset, so to speak, and let other people do that for my business. Inboundriem.com is the place that you go. That’s the word inboundrabitwardmichael.com. And without any further ado, for those of you who are left who are interested in the bonus content and Ryan’s, just for us, tip that I am trying to into giving us, you can find that on the YouTube channel. We’ll be right back.

038: Good Quality Photography With Special Guest Greg McDaniels
038: Good Quality Photography & Video is Important! 1

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039: Why Agents Need To Blog Regularly
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040: We Have Special Guest Greg McDaniels
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041: Personal Agent Photography With Preston Zeller
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#362 Mail-Right Show: What Are The Most Important Marketing Channels For Real Estate Agents in 2023

Tuesday, November 15th, 2022

What Are The Most Important Marketing Channels For Real Estate Agents in 2023

Real estate marketing is no longer just demonstrating your ability to help someone buy or sell a house. With many agents for people to choose from, your marketing should be focused on selling you and your services.

Just about any Realtor can sell a house. Why should someone want to work with you? Good real estate marketing is about helping people get to know you as a person and showing them what sets you apart from every other real estate agent.

#1 – Local Discovery “Google Business Profile.”

#2 – Social Media Video: Instagram reels and YouTube shorts, and TikTok

#3 – Email Marketing

#4 – Check out NextDoor for real estate leads – https://business.nextdoor.com/en-us/small-business/industry/real-estate

#5 – Make a “niche” Facebook group page

#6 – Podcasting Talk to influencers in your area

#7 – Put a chatbot on your real estate website

#8 – Use virtual staging software

#9 – Get something published in your most popular local magazines.

#10 – Rethink your brand

————————————–

 

The Hosts of The Mail-Right Show

Jonathan Denwood & Robert Newman

775-372-6322

https://www.facebook.com/mailrightusa

————————————–

Robert Newman

InboundREM

https://inboundrem.com

 

038: Good Quality Photography With Special Guest Greg McDaniels
038: Good Quality Photography & Video is Important! 1

We discuss with our special guest Greg McDaniels the importance of quality photography connected to being a successful real estate Read more

039: Why Agents Need To Blog Regularly
038: Good Quality Photography & Video is Important! 1

Agents need to do more than blogging to get results in 2016. We discuss this during this show with our two Read more

040: We Have Special Guest Greg McDaniels
038: Good Quality Photography & Video is Important! 1

Greg McDaniel literally began his career at his father’s knee. It would not be an exaggeration to say he has Read more

041: Personal Agent Photography With Preston Zeller
038: Good Quality Photography & Video is Important! 1

Personal agent photography is really important but usually semi-forgotten. We have a great guest "Preston Zeller" on the show who recently Read more

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#361 Mail-Right Show: 10 Reasons Why Most Agents FAIL in Real Estate

Tuesday, November 15th, 2022

10 Reasons Why Most Agents FAIL in Real Estate Industry

Imagine if a deadly disease hit the earth, causing a mortality rate even remotely near the failure rate of real estate agents — people would live in complete, utter panic.

The failure rate in real estate is high — extremely high. Many people who were in your real estate class are unlikely to be in the business five years from now. While that sounds alarming, it’s your livelihood at stake, so you better pay attention.

Why do so many agents fail and quit the business?

1: – interested vs. committed words are cheap actions that are more complex.

2: – No strategy when it comes to lead generation.

3: – Fear of mistakes and the desire to look good.

4: – No (or wrong) role model.

5: – Monday-Friday, 9-6 mentality.

6: – No genuine belief in oneself or abilities.

7: – No metrics. If you can’t measure results, it really doesn’t exist.

8: – Poor schedule, weak routines (we are creatures of habits) are your habits really helping you?

9: – Lack of financial management

10: – Poor website and digital marketing presence!

StreamYard Link – https://streamyard.com/ne3nhr4yxt

 

The Hosts of The Mail-Right Show

Jonathan Denwood & Robert Newman

jonathan@mail-right.com

775-372-6322

https://www.facebook.com/mailrightusa

————————————–

Robert Newman

InboundREM

https://inboundrem.com

————————————–

038: Good Quality Photography With Special Guest Greg McDaniels
038: Good Quality Photography & Video is Important! 1

We discuss with our special guest Greg McDaniels the importance of quality photography connected to being a successful real estate Read more

039: Why Agents Need To Blog Regularly
038: Good Quality Photography & Video is Important! 1

Agents need to do more than blogging to get results in 2016. We discuss this during this show with our two Read more

040: We Have Special Guest Greg McDaniels
038: Good Quality Photography & Video is Important! 1

Greg McDaniel literally began his career at his father’s knee. It would not be an exaggeration to say he has Read more

041: Personal Agent Photography With Preston Zeller
038: Good Quality Photography & Video is Important! 1

Personal agent photography is really important but usually semi-forgotten. We have a great guest "Preston Zeller" on the show who recently Read more

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#360 Mail-Right Show: Agent Image Vs Agent Fire Real Estate Agent Website Review 2022

Sunday, October 23rd, 2022

Agent Image Vs. Agent Fire Real Estate Agent Website Review 2022

Agent Image is a real estate website provider. They are known for beautiful custom designs. They build their websites on WordPress and do allow the agent to “own” the website. I worked as an independent contractor fulfilling senior sales and marketing responsibilities from 2007-2010.

https://www.agentimage.com

https://agentfire.com

————————————–

Robert Newman

InboundREM

https://inboundrem.com

————————————–

 

038: Good Quality Photography With Special Guest Greg McDaniels
038: Good Quality Photography & Video is Important! 1

We discuss with our special guest Greg McDaniels the importance of quality photography connected to being a successful real estate Read more

039: Why Agents Need To Blog Regularly
038: Good Quality Photography & Video is Important! 1

Agents need to do more than blogging to get results in 2016. We discuss this during this show with our two Read more

040: We Have Special Guest Greg McDaniels
038: Good Quality Photography & Video is Important! 1

Greg McDaniel literally began his career at his father’s knee. It would not be an exaggeration to say he has Read more

041: Personal Agent Photography With Preston Zeller
038: Good Quality Photography & Video is Important! 1

Personal agent photography is really important but usually semi-forgotten. We have a great guest "Preston Zeller" on the show who recently Read more

Posted in Podcast | No Comments »