When I look back on my business growth journey, other than the willingness to do what other agents weren’t willing to do, the one thing that I look back to that affected me the most, was the marketing I did. Dan Kennedy is a direct response marketing guru, and I’ve studied his work extensively. He’s a wicked smart guy - and if he looked at the Real Estate industry, he’d surely say that we have it all wrong.
Here are the 3 things to consider as you look to shift your marketing with the upcoming market shift:- The Mindset Shift (from agent to marketer)
When I ask larger, successful teams what sort of marketing they do, many times they tell me they’re spending $30,000 a month on Zillow or other lead gen platforms, laden with referral fees and I think to myself - you really call that marketing? Marketing is the art and science of paying customers to your business. None of that stuff is marketing! You have to figure out a way to get in front of buyers and sellers and compel them to take action.- Gold Bricks for Buyers
The market shift is coming - people are losing their jobs, and some businesses that are closing will never open their doors again. It’s the sad truth. Buyers are going to be looking for deals. The only folks who will be able to sell in the coming market are sellers who are motivated. If you’re marketing to buyers that you have the deals, you’re going to attract buyers to you. Instead of paying Google or Zillow to generate crappy home search leads for you, find a gold brick to offer buyers...and they will come to you.- Go Where the Sellers Are
In a shifting market, it’s critical that you focus FSBOs and Expired/Withdrawals. Our direct mail combined with a bit of technology and calling gets an awesome response - it’s like a force multiplier. Last year my team did over $700k of GCI from this one lead source. Go where the Sellers are and hit them with messaging that will get them to respond to you. They’re going to be compelled to take action!
In addition to the above, there are a few key pieces of technology to help you get in front of people if your messaging is on point. The key word there is “IF”. War time is coming (figuratively speaking) and you have to be clear about how you show up as a business owner and marketer. To crush the coming shift, you must embrace your role as marketer, plain and simple.