Prospecting & Lead Generation Video

Transcript:

There’s two kinds. There’s outbound and inbound, okay? So outbound lead generation, then you have to believe in yourself. You have to believe in how you’re doing it. You have to believe in what you’re putting out there. And you have to recognize and own the fact that what you’re gonna be sending them has value, right? And then there’s inbound, right? Which, you know, listen, at some point, you know, everybody that knows you has already called you and told you that they wanna sell a house, right? But don’t kid yourself because, you know, inbound has more than one meaning. You still, even if they’re inbound leads, you still need to be prepared to have a conversation and be able to demonstrate that you know what you’re talking about, right? So in lead generation, you rely on the principle of reciprocity, right? Principle of reciprocity is, look, if you do something nice for someone, they’re gonna feel obligated. I used to call it the Christmas gift theory, right? You know, you invite someone to your Christmas party and they walk in the door and you hand them, in front of all these people, you hand them a big old Christmas gift and the first thing that they say, well, I didn’t get anything for you. Right, it’s ingrained in us. And so we rely on that bit of human instinct to be able to carry us forward and hopefully get some feedback, some positive feedback. All you’re looking to do is get positive feedback and get people to consider you, right? Then we rely on the principle of confidence, right? We’re gonna give you everything you need to know to be able to do an assessment on a market in a very, very short. of time. And really, you know what? When, you know, we’re supposed to be confident, there’s all kinds of trick rules against, you know, selling a property in an area that you’re unfamiliar with. It’s a recipe for disaster. And so what you can do here is you can demonstrate that you understand the market and that you have the training experience and skill level to be able to represent someone. And from that point, once you’ve established that you know what you’re talking about, then it comes down to whether or not they wanna do it. Right, personality choice. And there’s, you know, there’s limited things you can do about that, right? I had an instructor a long time ago who used to say that, you know, you show them everything that you know how to do, and then it comes down to whether or not they prefer their data delivered with a smile or a smirk, right? You wanna be warm and charming or do you wanna be kind of, you know, cynical and you start to get stoned? And then it’s the funnel, right? You fill the funnel and it weeds back down to you to actual dollars, right? So if you think about it, it’s just a marketing framework that helps, you know, figure out where people are in the buying decision. The thing is, is that if you fill the funnel, at the very least, it creates brand awareness, right? If they’ve never heard of you, they can’t consider you, and if they don’t consider you, they’re not gonna hire you. So look, what we do is we give stuff for free. In Legion and using CMA, we’re giving something valuable for free. And once they start to consider it, then you get an opportunity to be able to position yourself as the expert, right? You put down information that is legit, right? And it gives you talking points and it raises questions for them to ask you. And then when you get into those conversations, at some point, they’ll reveal their motivation. I’m moving next month or I’m moving in six months or boy, I always thought about having a house down here, but I’m not quite sure what the deal is. It’ll open up a lot of things that you can use to help be able to get them over the line and choose you as an agent, right? So where are you gonna get them, right? So in outbound marketing, the way that I look at things first, and I’ve gone through the mailers, I’ve gone through the postcards, I’ve sent the magnets, all of that stuff. And I got very little off of it. And it’s just like your shadow boxing, right? You’re sending all this crap out. You don’t wanna lie to someone’s birdcage, okay? But if you’ll reach out to the people that your customers are already doing business with and just offer them up some value of service, the tricky part is not to ask for anything in return, right? That’s the key to reciprocity is that you give someone something of value, but you don’t ask for anything in return and sooner or later, they’ll come back to you. So the people that I have always been after were like divorce attorneys. I know people that have made a ton of money talking to divorce attorneys. Man, send them a CMA. They use it to estimate property value when they’re talking about division of assets. State planners and probate attorneys, man, every day they’re trying to figure out how to divvy up grandma and grandpa. Both please. And then there’s law makers. They’re doing it all. Financial advisors, everyone does. Especially if you have a client that’s got a large portfolio is rental property, then yeah, man, they’re always gonna wanna know how things are coming together. Accountants, tax pros. There’s a guy in San Antonio that’s a subscriber and that guy runs like 600 reports a year and all he does is tax protest. He’s an attorney and he’s got wired in with a bunch of buddies down at the appraisal district and all he does is do tax protests for clients and the guy does some money. I mean, if you save money for somebody on their property taxes, they’re very unlikely to call another realtor unless you just drop off the plan and stuff. Mortgage brokers or lenders, this has been a huge one for me. Man, I got a couple of mortgage guys down here. Every mortgage guy in the world is getting pounded by realtors wanting free stuff. It’s gimme, gimme, gimme, gimme, gimme, right? It’s like, hey, will you buy the breakfast tacos for our next sales meeting? Hey, will you co-market and pay for half of my marketing for half of it and take my other half? If you approach it in a different way, if you approach a mortgage guy and just say, hey, listen, I have this software and I’m able to make a pretty solid determination really quickly on whether or not a property is priced fairly and anytime you’re looking at somebody, if they’re just talking to you and they give you an address and all that stuff before you go and order an appraisal, I mean, maybe this will give you at least something to figure out whether or not you’re in the ballpark, right? And they go crazy over it, man. You know, new home sales reps too, but specifically mortgage brokers, man. If you go in there and you’re offering something of value and you’re not asking for anything in return, believe me when I tell you, they will find people that are going out to get pre-qualified and haven’t picked a realtor yet. And I’ve got two or three of them in Austin that have been really good to me over the years.