Monday, June 18, 2018

Dean Jackson

Dean Jackson
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Dean has been helping agents make money for over 28 years. He continues to dedicate his time to create new tools that help agents take their business to the next level including GoGoAgent, ListingAgentLifestyles, BreakthroughDNA, EmailMastery and more.

Dean Jackson (the consummate real estate marketing guru) has done it again. He’s developed a way to automate the process of getting referrals and answered the question, “ If all referrals happen as a result of a conversation, how can we use that knowledge to orchestrate referrals?” Dean Jackson is the founder of GoGoAgent and Listing Agent Lifestyle

The Referral Myth

To begin, let’s clear up a misunderstanding about referrals and why they happen. People do not refer a company or product to someone as a favor to the company. Even if they like the person who owns the company.

People refer for one primary reason – to make themselves feel good. Because when their friend tells them of the “great experience they had” based on their referral it’s personally rewarding.

On a primal level, a successful referral or well-received piece of advice raises our status. And we’re all wired subconsciously with this need for approval and status. When we introduce something to somebody that makes a positive impact on their life we feel good receiving our “thank you” back from them.

So how do we begin the process of orchestrating the referrals, that our clients want to offer, so that they no longer happen by chance?

How referrals happen

For a referral to happen, there are three things that must fall into place.

1. First, the person has to NOTICE that the conversation is about real estate.

2. Then, they have to THINK about you.

3. Finally, they have to INTRODUCE you into the conversation.

Your clients and sphere are surrounded by conversations everywhere they go. We are a conversational society. So the odds are high in the next 30 days every person you know is going to encounter a conversation about real estate.

However, your clients may not even notice the conversation is about real estate or just not think of you at that moment.

Therefore, how can you use the power of suggestion with your clients to stimulate an awareness of real estate conversations? And once they are aware, trigger the right response from them?

Communication is key. And keeping in touch with your sphere on an ongoing basis is pretty easy. You just need to raise their awareness regarding conversations to look out for and what to do when they hear them.

But how do you ensure they’ll follow through? How do you communicate in a way that’s interesting and engaging for them so they stay tuned? And at the same time plant the seed that will help them become the referral “champ” earning rewarding “thank you’s” from everyone they know?

After in-depth research and trial and error, I came up with the perfect, effective solution. This is where my idea for The World’s Most Interesting Postcard came to be.

Orchestrating the referral

The World’s Most Interesting Postcard is a strategic combination of a great client newsletter and a direct response “referral getter”.

The front of the postcard is packed with really interesting, fun and entertaining facts. It includes things that are easy to read and engage in. People love them and look forward to receiving them.

The back of the postcard contains wording meant to stimulate your sphere’s awareness of a specific conversation. It prompts them to look out for this topic and tells them exactly what to do if they hear it.

For example, a postcard back may mention, “what to do when they hear someone talk about selling their home”. Then the card proceeds to state exactly what we want them to do.

The suggestion includes advising your client to call you to make you aware of the referral. This method is more successful because your client already knows you, likes you and trusts you and will have no reluctance calling you.

And when they do, you can offer them a report to pass on to their friend.

Of course, when you hear from your clients regarding a referral, you can figure out the best way for you and their friend to connect. The real purpose of this method is to get them to call you instead of just passing on your name.

After just a few months of this pattern, your clients will really start to notice these conversations. And they’ll know exactly what to do when they hear them.

A targeted referral

Another effective area of the back side of this postcard is a small dialogue box above your photo. Use this space to ask for exactly the kind of referral that you would like right now. Yes, you can even orchestrate a targeted referral.

Maybe you’re working with some buyers who are looking for a particular type of home. Or you’re having a homebuyer workshop and you want to spread the word. Be sure to target something specific that will likely stimulate a quick call from your clients.

How to get The Worlds Most Interesting Postcard

I know with the creativity and ambition that agents possess, many of you are already brainstorming ideas for your own Worlds Most Interesting Postcard.  However, I also understand just how incredibly busy you are and often even the best ideas just won’t get executed simply due to lack of time.

Therefore, I currently design and produce this postcard and all of its contents every month for agents short on time but excited about the opportunity to automate their referrals process.

I also provide a format that you can edit to include your contact information, photo and company logo. You can either print and mail these cards yourself or you can print and mail them through ProspectsPLUS!

Ready to automate your referrals? Send the Worlds Most Interesting postcard to your top 100 clients. Learn more, Here.
To learn more about the other incredible tools and resources Dean has available for agents go to GoGoAgent.com  and ListingAgentLifestyle.com.

Need help targeting the perfect niche of sellers or buyers? Use our mailing list tool to create the ideal list or call our support team for assistance at 866.405.3638!

PLUS: When you have time…here are 3 free ways we can help you CRUSH IT in 2018!

1. The Free 2018 Real Estate Business Plan.

Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan  – Click Here

2. The Free Online ROI Calculator. 

Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! – Click Here

3. The 12 Month Done-For-You Strategic Marketing Plan.

The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here  – Click Here

Also…check out these cool tools 🙂

 Three Click Postcards – Just snap a home photo & create a postcard all from your mobile phone

MLSmailings.com – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

In the words of the ultimate real estate marketer, Dean Jackson, “If you have one listing, you actually have an opportunity for at least five transactions.” Dean Jackson is the founder of GoGoAgent and Listing Agent LifestyleThe following is his breakdown of how to turn one listing into 5 or more transactions using his listing multiplier method.

The Listing Multiplier Index

To understand your current ability to multiply your listings you need a measurement tool that defines where you stand and what you are leaving on the table. Enter the Listing Multiplier Index, a tool created just for this purpose.

Before you figure out where you stand, let’s review the 5 transactions available to you that all stem from that one, initial listing.

Listing Opportunity Number One:

Of course, your first opportunity is to actually get your initial listing sold which is where most agents focus their attention, right? You follow the three Ps, price it right, put it in the MLS, put up a sign, and pray it sells (ok four Ps). And, usually, it does.

You did your job, you launched a property and got it out there, a buyer came along and purchased the property, and now everybody celebrates. You walk away smiling content with your commission.

Listing Opportunity Number Two:

Hold on, don’t walk away so happy. You missed the opportunity to find the buyer. The person who actually buys the house you listed.

You have a chance to double-end your listing if you’re in an area where that works for you. It’s a wonderful way to make twice as much money from every transaction – find the buyer who’s going to buy the house you list.

Listing Opportunity Number Three:

So you are now on the hunt for the perfect buyer for your listing, guess what, you have just opened up another opportunity. That buyer you find, if not interested in your listing, may buy another house through you, cha-ching, that’s the sound of opportunity number three.

Listing Opportunity Number Four:

Because of the marketing that you are doing in the neighborhood of your original listing, if you play your cards right (and market right), you now have an opportunity to get another listing in this same neighborhood. Time to make sure everyone knows who that neighborhood’s expert agent is.

Listing Opportunity Number Five:

The most important opportunity to orchestrate at the time you are setting up your initial listing is your referral from the seller. Do not leave your chances for a referral sitting passively in the realm of  “wing and a prayer”. Start to plant this seed early on with your seller, so it is a natural occurrence for them to provide you with referrals by the end of their experience, if not before.

Time to check your score.

To determine your score, use the last 10 listings that you have had. You get one point for selling your listing, one for finding the buyer, one for finding additional buyers to work with, one for getting another listing in the neighborhood, and one for your referral. You have the ability to achieve 50 points total, that’s 5 points (transactions available) for each of the 10 listings.

How many points out of 50 did you have? The score I find most agents fall into is between 8 and 15. Maybe you ended up with 10 points total, meaning all of your listings sold, but nothing more.

You achieved those 10 listings because your current “system” is set up to get a property on the MLS, stage it, price it right, promote it to other agents and get the property sold quickly.

In the past, you may have celebrated your average 7 to 10 days on market or your 98% of the asking price or 99% or 102% or whatever it is. But the reality is you likely lost a lot of money as well.

Money left on the table

Let’s take another look at your initial listing and say that each side of those transactions is worth $10,000. If you’re in an area of $300,000 homes or $350,000 homes, you’re looking at a $10,000 commission times 10 listings, which means you would have made $100,000. But what you missed out on was the $400,000 that you could have had if you had created a systematic way of multiplying your listings.

Just focusing on this fact can make a difference for you going forward. Even simple awareness can change things. Knowing that you’ve lost $400,000 on the last 10 listings that you had, that’s an interesting place to start over from.

Your listing index number

So to complete this picture let’s use the Index. Take the score you ended up with above we’ll use 10 for our example, and divide it by 10 to get an index. If you had 10 listings and we divide that by 10, it gives you an index of 1.0. If you had 15, you would have an index of 1.5.

What this translates to is with your current system every listing that you take is worth one transaction or 1.5 transactions, depending on your index score. This means your missing out on three or more possible transactions from that listing.

Now you can see why becoming focused on taking the ” listing multiplier” approach is the answer. Rather than the approach that you don’t need to do Just Listed/Just Sold cards, infoboxes, or open houses because all of your listings sell so quickly.

All of those things that you currently may feel “you don’t need to do,” are costing you money when you think of it in this context. Specifically, if your goal is to maximize the dollars you get out of every listing you touch.

Your business’ future

By focusing on the above method, I’ve seen agents go from a 1 on the Listing Multiplier Index to a 3.5, with some simple changes and attention to detail. They went from making $10,000 in commission to  $35,000 from one initial listing! That’s working smarter at its finest.

Imagine what it will be like to turn every listing that you take into multiple transactions. Imagine what kind of effect that will have if every time you take a listing, instead of getting one transaction, you get three or more.

What kind of impact will that have on your business going forward?

To learn more about the incredible tools and resources Dean has available for agents go to GoGoAgent.com and ListingAgentLifestyle.com.

Need help targeting the perfect niche of sellers or buyers? Use our mailing list tool to create the ideal list or call our support team for assistance at 866.405.3638!

PLUS: When you have time…here are 3 free ways we can help you CRUSH IT in 2018!

1. The Free 2018 Real Estate Business Plan.

Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan  – Click Here

2. The Free Online ROI Calculator. 

Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! – Click Here

3. The 12 Month Done-For-You Strategic Marketing Plan.

The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here  – Click Here

Also…check out these cool tools 🙂

 Three Click Postcards – Just snap a home photo & create a postcard all from your mobile phone

MLSmailings.com – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

More words of wisdom from Dean Jackson (the king of real estate marketing). In today’s article, he explains his innovative approach to converting leads over time. Dean Jackson is the founder of GoGoAgent and Listing Agent Lifestyle

Playing the long game

I’ve heard many agents complain when they try different sources (for a few months) to generate leads and get nothing out of it. Unfortunately, the element being missed by this way of thinking is that the real equity in leads is in the long game.

The correct approach is to look at your lead generation process, not as a short-term expense, but as a capital investment. Do not add unnecessary and misguided pressure to the action of generating leads by expecting to recapture your money in 30, 60 or even 90 days.

It’s time to amend your perception of the value of a lead over time. And begin to cultivate your leads over 12, 18 and even 24 months (regardless of lack of response). Then you will begin to build a true capital asset. And this asset of unconverted leads will become an incredible treasure trove that will continue to pay dividends for years.

A case study

A great story defending the above philosophy is of agent Tony Kalsi. We tracked lead conversion results on Tony’s listings for four years in a “Getting Listings Case Study”. And we discovered 21 transactions he achieved over the four-year period were from people who had responded to a postcard of his in the first year of the four year period studied. 

If Tony had written off these 21 leads as “duds” due to not being able to convert them quickly, he would have missed out on – I don’t even want to think about how much money??

I’ve heard story after story like this from agents who understand the long-term approach to converting their leads. They patiently educate and motivate their lead list, then watch the yield from that portfolio continue to pay off year after year.

Being conscious of your marketing dollars has its place. However, focusing only on what you can achieve “right away” from your marketing dollars and discarding the rest is a mistake. And this mistake will cost you longterm valuable assets.

Every new lead that you add to your “lead portfolio” is a potential future client. Some leads may convert quickly, but many more will convert over time, even years after your initial contact.

From “dud” to dynamite

If you have leads gathered over the years that you’ve identified as “duds” due to not converting quickly, I have a great marketing campaign for you. This campaign has the potential to bring many of them back into the fold.

Gather together an email list of your so-called “dud” leads and send them the following email. Put their “first name” in the subject line of the email and then ask them one simple question in the body of the email. “Hi “insert person’s name”, “Are you still looking for a house in “insert city or neighborhood”?”. 

That’s it.

That little email and nothing more. Send that email to all of the dud leads you’ve generated and neglected for 90 days or longer (or you feel have neglected you). And you’ll be amazed at how many people respond “Yes, we’re still looking.” You’re also going to be surprised, not in a good way, at the number of responses you get from people that say, “No, we’ve already bought.”

This second response will break your heart, but don’t sulk, just make a mental note that YOU can not predict when a prospect will be READY to move forward. This knowledge will become a reminder to not prejudge your leads. But instead to take the long-term “asset management” approach to nurturing your leads as the treasure trove that they are.

Begin cultivating and nurturing your lead portfolio today by sending out the Ever Thought About Selling postcard from the Listing Inventory Series to at least 100 prospects from your lead list.

To learn more about the other incredible tools and resources Dean has available for agents go to GoGoAgent.com  and ListingAgentLifestyle.com.

Need help targeting the perfect niche of sellers or buyers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

PLUS: When you have time…here are 3 free ways we can help you CRUSH IT in 2018!

1. The Free 2018 Real Estate Business Plan.

Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan  – Click Here

2. The Free Online ROI Calculator. 

Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! – Click Here

3. The 12 Month Done-For-You Strategic Marketing Plan.

The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here  – Click Here

Also…check out these cool tools 🙂

Three Click Postcards – Just snap a home photo & create a postcard all from your mobile phone

MLSmailings.com – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

The Secret Psychology of Why People Refer Real Estate Agents

In case you missed yesterday’s webinar with marketing expert Dean Jackson, or just want to listen in again, here is the full recording as well as a link to download the audio file.

As promised, we’ve got your “super secret link” to learn more about Dean’s Most Interesting Postcard in the World program that can help you drive referrals!  Find it here.  

Read the full Broker Breakthrough Report…


CLICK HERE TO DOWNLOAD THE .MP3


Want to learn more about putting this marketing strategy in place? Contact our marketing experts at 866.405.3638 today!