Thursday, August 18, 2022

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 ultimate real estate marketer, states, “In real estate, pairing a capital investment mindset with some capital is a winning combination,” Dean Jackson is the founder of  GoGoAgent and  Listing Agent Lifestyle. The following is his breakdown of how to get more listings by becoming a real estate asset builder.

    Most real estate agents don’t come into the real estate business with a capital investment mindset because they’re so focused on earning commissions and controlling expenses.

    I think a capital investment mindset and some capital is the ideal way to become a prolific asset builder. And the best way to build strong long-term assets is with a geographic farm.

    A four-year case study

    I did a four-year case study with real estate agent Tony Kelsey. He started out in a farm area of 2,000 homes and, over four years, generated an almost 11 times ROI by consistently marketing there.

    Over four years, Tony spent $50,000 marketing to the people in this neighborhood every month, and with that investment, he generated $550,000 in commissions.

    He mailed postcards monthly for five months before he made his first transaction of $15,000 in commission. At that point, he had spent $5,000 on marketing.

    From that moment on, he was profitable, and his ongoing investment continued to realize transactions. He was building the asset of identifying future sellers and cultivating relationships with those sellers over time.


    Related: How to Turn One Listing into Five


    The path to dominating

    Now, let’s look at a 1000-home farm in a neighborhood that has a turnover rate of 8%. That means 80 homes will sell this year in that neighborhood whether you do anything or not.

    What if you decide you want to dominate this neighborhood? What will that look like for you in four years?

    Well, it costs approximately $750 a month to mail to those 1000 homes ($9,000 over 12 months). And let’s say the average home price in this neighborhood is $600,000; you’ll get around $18,000 on the listing side of each sale.

    This means after the first transaction in this neighborhood, you will be profitable, just like Tony.

    If, in addition to going after new listings, you cultivate a list of potential buyers in the same farm area and begin communicating with them, you’re taking asset building to a new level. Specifically, since NAR states home buyers purchase homes within 15 miles of their last home.

    This strategy is especially powerful if you are farming in a competitive market.

    In this case, the most valuable thing that you can bring to a listing presentation is a list of potential buyers that you’ve been communicating with over time. You’re actually demonstrating to the seller that you already may have their potential buyer in hand.

    So if you’re looking at a farm of 1000 homes or maybe 800 or 500 homes to get started (whatever you’re comfortable with), all you need is the seed money to get to the first transaction.

    And once you hit that first transaction, the only thing that more money allows you to do is to speed up the process of identifying who more future sellers are.

    Becoming visible to future sellers

    Getting in front of your market consistently through direct mail is a proven marketing strategy, and clearly, one that worked well for Tony.

    It gives you the advantage of identifying those future sellers and building a relationship with them before they even know they want to sell.

    Over time they will begin to view you as a helpful advocate who’s continuously serving their community without expectation.

    The more you get them to think about you, the more the odds increase that they’ll think about you when it matters most, when they’re ready to sell.

    That’s when the fun of being an asset builder begins.


    When you have time…below are some ProspectsPLUS! marketing tools to help support your success.

    1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

    Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct response-driven articles written by real estate industry experts combined with engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you.

    Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card!Click Here


    2. The Free 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 and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

    3. The BusinessBase, SOI building system

    The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks all of these boxes but is also a business-building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

    4. The Free Interactive Real Estate Business Plan

    The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.  – Click Here

    5. The Become a Listing Legend Free eBook 

    This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

    Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

    6. The Take a Listing Today Podcast

    Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here


      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.

      What money are you leaving on the table?

      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 One: Your first opportunity is selling your initial listing, which  most agents focus their attention, right? You do your job, launch a property, a buyer came along and purchased it and now you celebrate smiling in content at your commission.

      Listing Opportunity Two: Hold on, don’t walk away so happy. You missed the opportunity to find the buyer. The person who bought the house you listed. It’s a great way to make twice as much money – find the buyer to buy the house you list.

      Listing Opportunity 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, if not interested in your listing, may buy another house through you, cha-ching, that’s the sound of opportunity number three.

      Listing Opportunity Four: From marketing in the neighborhood of your listing, you create 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 Five: The most important opportunity to orchestrate at the time you are setting up your listing is your referral from the seller. 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.


      Related: The Secret to Converting Leads


      Let’s check your current listing score

      To determine your score, use your last 10 listings. 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 5 points for each listing, that’s 50 points total.

      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.

      What money have you left behind?

      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 is an interesting place to start over from.

      How many transactions are YOU missing out on?

      Take the score you ended up with above, we’ll use 15 as an example, and divide it by 10 to get an index. 15 divided by 10 gives you an index of 1.5. This means every listing that you take is worth 1.5 transactions. You currently are missing out on three or more possible transactions from that listing.

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

      Focus on what NOT doing these things is costing you. Specifically, if your goal is to maximize the dollars you get out of every listing you touch.

      The future success of your business

      By applying this method, I’ve seen agents go from a 1.0 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.

      You might also like:

      Become a Market-Maker

      More Referrals the Easy Way


      Need help targeting the perfect niche of buyers or sellers? 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 Free killer tools to help your success this year!

      1. Become a Listing Legend Free eBook 

      Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

       

       

      2. “Get More Listings” Free Online Webinar

       

      “Get MORE Listings & Begin to Dominate Your Market!” Free online webinar. Learn the 3-7-27 strategy for explosive growth, why 95% of agents have less than 20% market share, and how to become the agent everyone competes against. – 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, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

       

       

      4. The Free One-Page 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

       

       

      5. 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

      Dean Jackson takes your game up another notch by disclosing the steps to becoming a “Market-Maker”.  Learn how to differentiate yourself, become the wise insider, and disrupt your market.  Dean Jackson is the founder of GoGoAgent and Listing Agent Lifestyle

      Reverse your thinking

      On a fundamental level, the real estate business consists of finding one person who wants to buy a home and finding one person who wants to sell a home and matching those people up.

      Most agents begin focusing on finding a buyer after they get a new listing. In fact, often agents are only focused on getting listings because their belief is they need these listings to be able to find buyers.

      But what if you reversed this thinking? What if instead of matching buyers and sellers, listing by listing, you become a Market-Maker who’s truly controlling your market?

      Bring what the seller REALLY wants

      How powerful would it be to show up at a competitive listing appointment with a buyer who already wants to buy the house or a list of people who are interested in a house like their home?

      There is nothing more powerful than this position because you’ve got the very thing that the seller wants more than anything.

      Even if you brought this buyer to an appointment where the seller was thinking of listing with their mother, if all they had to do was sign with you and their house was sold, mom would be out.

      Yeap, they would sell their mother out in a second because self-interest always wins, and their self-interest is to find a buyer.

      That’s an extreme example but I guarantee you if you line up the four best listing presentations in your marketplace to compete against and you arrive with a buyer who says, “How much would you like for the house?” and “I’ll take it,” nobody’s getting that listing but you.

      When you see listing appointments from this perspective, it makes the most sense to focus on already having buyers whenever possible. It will always give you an advantage on the listings.

      A case study

      As an internal case study, I spent some time running my “Getting Listings Program” with the intent of find lakefront home sellers in Winter Haven (where I live). At the same time, I marketed home and land ads for buyers looking for lakefront homes.

      It wasn’t too long before I received responses from interested parties.

      One of those responses was a phone call from someone who’d seen my marketing about the “new lakefront homes that were coming onto the market”. He told me he sold his house in Stuart and was looking for a lakefront home in Winter Haven.

      Then literally within an hour of getting that call, I received an email from a home seller on Lake Ruby. She stated, “I’ve been getting your marketing pieces for the last few months and we’re ready to sell our house.” This house actually was a perfect fit for my buyer from Stuart. It was such a perfect coincidence I couldn’t have scripted it better.

      Become the insider

      The results of my case study really solidified my understanding that the very best thing you can have in a competitive listing arena is a buyer or access to buyers. While everyone else is talking to sellers about, “Once I list your house we’re going to do this and this, and this to find a buyer”, you are going to set your self apart.

      Your talk track will be, “I started looking for the buyer for your house 180 days ago by doing this, and this, and this, and right now I have a pool of these buyers who are looking for homes just like yours”.

      To be able to match buyers and sellers up in this way, triangulating them, that’s where true “Market-Making” lies. Now, you’ve got insider information and access to people who are thinking about buying a home, and you’ve got insider information on people who are thinking about selling their home.

      All that is left is to match these people up. And that’s where you’re adding value and differentiating yourself because no one else will be attacking a market in this innovative and far-reaching way.

      To learn more about the other incredible tools and resources Dean has available for agents go to GoGoAgent.com  and ListingAgentLifestyle.com.
      Start collecting your pool of buyers now by sending the When Moving Makes Sense postcard from the Move-Up Market Series to at least 100 prospective buyers.

      Need help targeting the perfect niche of buyers or sellers? 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

      Want to Refer a friend or colleague? Refer them Here. THEY get a Free $25 Gift Card and YOU become their hero!

      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 to generate leads, for a few months, and get nothing out of it. Unfortunately, the point being missed with this way of thinking is the real payoff with lead generation is in playing 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-years were from leads he had generated in the first year that he had continued to cultivate.

      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