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What do you feel are the best 2 or 3 systems to get listings?

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An email I received last week:

 

Hi Russell,

Good to hear about your new association with AgentGenius. We all need your stuff.

We can’t afford a Radio or TV marketing campaign, so I would appreciate your thoughts on…

Other than Radio/TV, what do you feel are the best 2 or 3 systems to get listings?

Other than marketing my listings, what is the next most effective method of attracting buyers?

Thanks for your help.

Raymond

Good news, it is a short list.  There are precisely two ways to get business: marketing or prospecting.  All methods of getting business fall into one of those two categories.  If the question on how to get business includes, "We can’t afford….." then for now skip the marketing part.  Prospecting is your answer.

Prospect for listings.  Buyers are almost never "looking for an agent", they are looking for a house.  So, prospect for Success - Failure listings.  Emulate top agents.  Almost all long-term top agents are listers.  To get a closed escrow you must first have an open escrow.  To get an open escrow you’ll need a listing.  To get a salable listing you will have to have gone on several listing appointments.  To get a listing appointment you will have to have leads.

Therefore, you are in the lead generation business.  Full time.  If you are going to succeed that is the business you are in all the time.  You are not in any other business.  Just getting leads.  Get enough leads and you don’t really have "unsolvable problems" in your business.  Don’t get enough leads and all you have are "unsolvable problems".  Your main dollar productive activity is getting leads.  Time spent working on getting leads is time well spent.  Invested, if you will.  Time spent on most other stuff is quite possibly wasted time. 

There can be a real charm to deliberate nonsense.  It can raise a person’s tone and get them out of a bad mood – it can do a lot of good things, it can change lives for the better.  Laughing, joking, having fun, creating and spreading a "spirit of play" can be one of the most joyous experiences in life.  Do it often.  But if not knowingly and causatively "playing" please don’t pretend that the mindless time wasting activities that most real estate agents spend their days working on are productive.  Are you causatively playing?  Cool.  Otherwise, if you don’t physically have a buyer to show a house to or are in the process of physically writing a contract, or on your way to see someone to do just that or to take a listing – prospect.  Get leads.  Get more leads.  The number of leads that you actually need is far far more than you even think it is – you need more than that.  Lots more.  Work on that. 

I found the following hereYou don’t need a life plan. You don’t need motivation, self-confidence, peer support or even luck. All you need is the willingness to take the next most obvious step—then repeat the process again and again, regardless of how you feel. Try it. Happiness comes from seeing the results of your efforts. You don’t need it before you start.

In response to your question, "Other than marketing my listings, what is the next most effective method of attracting buyers?"  My answer?  Market someone else’s listings.  This is what is done with an IDX search.  If you want more to market via the various listing propagation sites, borrow them.  Ask other agents if you can advertise their listings.  Buyers are looking for houses.  Get lots of houses on those various sites.  Hundreds is the correct order of magnitude. 

____Success Series - smaller

Something I am just delighted to be able to announce is that the Realtor Success Series is finally compiled and there for anyone to see and use.  Even I personally had no idea I already had that much content available.  I hope you like it.  More to come.

Russell has been an Associate Broker with John Hall & Associates since 1978 and ranks in the top 1% of all agents in the U.S. Most recently The Wall Street Journal recognized the Top 200 Agents in America, awarding Russell # 25 for number of units sold. Russell has been featured in many books such as, "The Billion Dollar Agent" by Steve Kantor and "The Millionaire Real Estate Agent" by Gary Keller and has often been a featured speaker for national conventions and routinely speaks at various state and local association conventions. Visit him also at nohasslelisting.com and number1homeagent.com.

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12 Comments

12 Comments

  1. Ryan Hukill

    May 12, 2008 at 6:55 am

    Oh, so true! Get enough leads, and you won’t have any time to waste anymore, I guarantee. Do it well enough, and you’ll get to the point you can’t even work all the leads, then you bring in another agent to work the ones you can’t, then another, and another. Next thing you know, you’re making money from their efforts, and you can spend THAT money on marketing!

  2. ines

    May 12, 2008 at 9:30 am

    Hi Russell! I have to tell you that lead generation is absolutely a must in our business, but being able to capture leads and turn those into clients becomes an art (I know it sounds far fetched), but I know plenty of agents that are great at capturing and converting and others that are not so great.

  3. Barry Cunningham

    May 12, 2008 at 12:17 pm

    Thanks..great info for some of our people on the real estate side of things.

  4. Mariana

    May 12, 2008 at 1:39 pm

    Russell – No wonder KW loves you so darn much… Leads. Listings. Leverage.
    Prospect for leads… Take GOOD listings… Leverage your time and money…. Be awesome like Russell.

  5. Matthew Rathbun

    May 12, 2008 at 1:40 pm

    Good “learning” stuff and great foundational information!

  6. Mike Price

    May 12, 2008 at 2:03 pm

    Welcome to AG Mr. Shaw. Nice to have you here.
    ~MP

  7. Benjamin Bach

    May 12, 2008 at 6:37 pm

    We are all in the lead generation business

  8. BawldGuy Talking

    May 12, 2008 at 7:49 pm

    One of these days folks are gonna realize how truly simple your operation is. Of course that’s the genius of it, (unforgivable pun intended) you’ve simplified your system to the point of bullet proof success.

    Plow, plant, tend, harvest. Plow, plant,…

  9. Sean Purcell

    May 12, 2008 at 9:53 pm

    Russell,

    you are in the lead generation business. Full time. If you are going to succeed that is the business you are in all the time. You are not in any other business. Just getting leads

    Countless business books on success distilled into 35 words… only Russell Shaw.

  10. Joseph Ferrara.sellsius

    May 14, 2008 at 1:12 pm

    Well said Russell. It is a lead generation business– I suppose every service business is. The more leads, the more chances to convert into clients. You can either (a) buy leads (eg. HomeGain) or (b) use your own creativity and ingenuity to get them (eg. referrals). I was surprised to learn that when (b) fails to produce enough leads, agents have turned to (a), with success.

    To Ines’ great point about conversion being an art: One must also consider that converting internet leads may not be the same as converting others.

    Nice to read you here, Russ.

  11. Sue

    May 19, 2008 at 4:23 pm

    It is nicely and simply put. We should constantly be prospecting, generating leads – the old numbers game. If an agent isn’t good at converting, being part of a team could be a good solution.

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Business Marketing

Spruce up your product images with Glorify (just in time for Black Friday!)

(BUSINESS MARKETING) Want professional, customizable product images for your company? Consider Glorify’s hot Black Friday deal.

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Glorify app lets you create beautiful designs for your products.

Glorify, the app that creates high converting, customizable product images for your business, is offering a lifetime deal for $97 this Black Friday. In just a few clicks, you can transform one of Glorify’s sleek templates into personalized, professional-looking content – and now, you don’t have to pay that monthly fee.

Whether your business is in electronics, beauty, or food & drink, Glorify offers a range of looks that will instantly bring your product images to the next level. With countless font styles and the ability to alter icon styles, shadows and other elements, you can access all the perks of having your own designer without the steep price.

In 2019, Glorify was launched – the app was soon voted #2 Product of the Day and nominated for Best Design Tool by Product Hunt. Since then, they have cultivated a 20k+ user base!

Glorify 2.0, which was launched last week, upgrades the experience. The new and improved version of the app is complete overhaul of intuitive UI improvements and extra features, such as:

  • background remover tool
  • templates based on popular product niches and themes
  • design bundles for your website/store, social media
  • annotation tool
  • upload your brand kits and organize your projects under different brands
  • 1 click brand application
  • & much more!

“But the most important aspect of Glorify 2.0, is that it comes with a UI that sets us up for future scalability for all our roadmap features”, said CEO of Glorify Omar Farook, who himself was a professional graphic designer.

Farook’s dream was to provide a low-cost design service for the smaller businesses that couldn’t otherwise afford design services. Looking through reviews of the app, it’s evident that Glorify does just that – it saves the user time and money while helping them to produce top-notch product images for their brand on their own.

Glorify is one of the many new design-based apps that make producing content a breeze for entrepreneurs, such as Canva. As someone who loves design but doesn’t have the patience for Creative Cloud, I personally love this technology. However, Glorify is unique in that it is the only product-driven design app. All you have to do is upload your photo!

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Business Marketing

This new Chipotle location will be fully digital

(BUSINESS NEWS) In the wake of the pandemic and popularity of online delivery, Chipotle is joining the jump to online-only locations, at least to test drive.

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Chipotle exterior, possibly moving to a fully digital restaurant space soon.

A lot of industries have switched to an online-only model in the wake of the pandemic. Most of them have made sense; between abundant delivery options and increased restrictions on workers, moving away from the traditional storefront paradigm isn’t exactly a radical choice. Chipotle making that same decision, however, is a plot twist of a different kind—yet that’s exactly what they’re doing with their first online store.

To be clear, the chain isn’t doing away with their existing locations; they’re just test-driving a “digital” location for the time being. That said, the move to an online platform raises interesting questions about the future of the restaurant industry—if not just Chipotle itself.

The move to an online platform actually makes a lot of sense for businesses like Chipotle. Since the classic Chipotle experience is much less centered on the “dining” aspect than it is on the customizability of food options, putting those same options online and giving folks some room to deliver both decreases Chipotle’s physical footprint and, ostensibly, opens up their services to more people.

It’s also a timely move given the sheer number of people who are sheltering in place. A hands-on burrito assembly line is not the optimal place to be in a pandemic, but there’s no denying the utilitarian appeal of Chipotle’s products. To that end, having another restaurant wherein you have the option to order a hearty meal with everything you like—which is also tailored to your dietary needs—is a crucial step for consumers.

Chipotle’s CTO, Curt Garner, says he is hoping this online alternative will offer a “frictionless” experience for diners.

As a part of that frictionless experience, consumers will be able to order in several different mediums. Chipotle’s website and their mobile app are the preferred choices, while services like GrubHub will also be available should you choose to order through a third-party. The idea is simple: To bring Chipotle to you with as little fuss as possible.

For now, Chipotle is committing to the single digital location to see how consumer demand pans out. Should the model prove successful, they plan to move forward with implementing additional digital locations nationwide.

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Business Marketing

Your business’ Yelp listing may be costing you more than you think

(BUSINESS MARKETING) The pay per click system Yelp uses sounds good in theory, but it may be hurting small businesses more than helping.

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Man browsing Yelp for his business listing in open office environment.

We all know Yelp – we’ve probably all used Yelp’s comment section to decide whether or not that business is worth giving our money to. What you might not know is how they are extorting the small businesses they partner with.

For starters, it’s helpful to understand that Yelp generates revenue through a pay per click (PPC) search model. This means whenever a user clicks on your advertisement, you pay Yelp a small fee. You never pay Yelp a cent if no one clicks on your ad.

In theory, this sounds great – if someone is seeking out your product or service and clicks on your ad, chances are you’re going to see some of that return. This is what makes paying $15, $50, or even $100 a click worth it.

In practice, it’s not all it’s cracked up to be. When setting up your Yelp account, you are able to plug in keywords that correspond with your business. For example, owner of San Francisco-based Headshots Inc. Dan St. Louis – former Yelp advertiser turned anti-Yelp advocate – plugged in keywords for his business, such as “corporate photographer” and “professional headshots”. When someone in the Bay Area searches one of those terms, they are likely to see Headshots Inc.’s Yelp ad.

You are also able to plug in keyword searches in which your ad will not appear. That sounds great too – no need to pay for ad clicks that will ultimately not bring in revenue for your business. In the case of Headshots Inc., Dan plugged in terms such as “affordable baby photography” and “affordable studio photography”, as his studio is quite high-end and would very likely turn off a user who is using the word “affordable” in their search.

How Yelp really cheats its small business partners is that it finds loopholes in your keyword input to place your ad in as many non-relevant searches as possible. This ensures that your ad is clicked more and, as a result, you have to pay them more without reaping any of the monetary benefits for your business.

If you plugged in “cheap photography” to your list of searches in which your ad will not appear, Yelp might still feature your ad for the “cheap photos” search. As if a small business owner has the time to enter in every single possible keyword someone might search!

In the case of Headshots Inc., Dan ended up paying $10k in total ad spend to Yelp with very little return. Needless to say, he is pissed.

So what does this mean for you if you use Yelp for your business? If you don’t want to completely opt out of Yelp’s shenanigans, try these 3 tips from Dan:

  1. Try searching some potential irrelevant keywords – are your ads showing up in these searches?
  2. Do your best to block the irrelevant keywords. It’s impossible to get them all, but the more you do the more money you will ultimately save.
  3. Keep an eye on the conversation rate on your profile – does more clicks mean more client inquiries? Make sure Yelp isn’t sending low-quality traffic to your profile.

Ultimately, it’s about protecting your small business. Yelp is the latest in big tech to be outted for manipulating individuals and small businesses to up their margins – a truly despicable act, if you ask me. If you don’t have tens of thousands of dollars for ad spend, then either boycott Yelp or try these tips – your company may depend on it.

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