A highlight from Real Estate Agents Complete Door Knocking Guide (Part 4)
Welcome to Real Estate Coaching Radio, starring award -winning real estate coaches and number one international bestselling authors, Tim and Julie Harris. This is the number one daily radio show for realtors looking for a no BS, authentic, real time coaching experience. What's really working in today's market, how to generate more leads, make more money and have more time for what you love in your life. And now your hosts, Tim and Julie Harris. We are back. And actually we are picking up where we left off a week ago when we were talking about door knocking. And I have to say, Julie, the door knocking podcast series that you wrote has become one of our biggest downloaded and listened to podcasts. And now it's quickly becoming one of our biggest downloaded and viewed YouTube videos, which it is something door knocking and learning how to be a proactively generator is definitely something that everyone wants to know how to do, needs to know how to do, because really a lot of the passive lead generation stuff from social and from buying leads, it's had its day in the sun, all these passive ideas and as the economy changes, as the housing market changes, people are realizing they are going to have to actually get off their dust and learn how to be proactively generators and had to have real meaningful conversations with real estate perspective, real estate clients. And in doing so, and I know you're reading this as well from our people who email us and text us and all the rest of it, they're having more expensive, more expensive, right? They're having more success from that experience faster than they thought. They that they had no clue, frankly, that they're going to be able to generate so many leads so quick. Yes, absolutely. And here's the thing. This doesn't cost you anything. Right. And at the same time, there's so many added benefits. For example, of course, your skills are going to increase your ability to have really great, valuable conversations about real estate. That's going to get better and better with every conversation you have. Of course, we all know that most real estate transactions do indeed come from a face to face conversation about real estate. Most people will choose to work with the first person they talk to about their situation. Your job is to be that person. And another great byproduct of this, Tim, is that it creates a lot of lead follow up for these guys where also you have a high likelihood of setting your next appointments from. But, you know, really, all those things are the practical, tactical reasons you want to, you know, door knock or do any kind of proactive lead generation. But I'll say the biggest psychological mindset reason why is because a lot of agents right now, most agents right now are looking for a sense of direction. They feel the markets change. I mean, really, I don't know. Did I tell you this, Jules? They're originally they were expecting there to be five point five million home sales this year. And now they're actually projecting. I believe it's NAR that's projecting now it's only five million home sales. So five hundred thousand fewer home sales. But that's actually a million home sales fewer than last year or something like that. So you're talking about a very significant number of real estate agents who won't be doing real estate transactions at all. And a lot of the agents who are listening to us right now and are in the business have only been in real estate, frankly, for the last five years or less. And if you've not sold real estate for more than really 15 years, you've not sold real estate during a transitioning market, you're at an advantage and you're at a disadvantage. And the disadvantage is, you know, or the advantage is you don't have the battle scars, you know, so you don't have the bad memories of what that market's like. But the disadvantage is, is you don't know how different things really can be and how quickly they can change. And if you've been in real estate only in the really the last five or even 10 years, you've come up during a very sort of bizarre time in the real estate industry because there's been this advent of all this lead buying and team building and branding and marketing. These things really have hit their peak. Why? Because there was so much money that was in real estate, so many agents looking to spend money, so many agents not really understanding how to decide what they should spend their money on, if they should spend their money at all on anything. And so as a result, that's brought in a lot of these businesses that were venture funded. And, you know, I don't want to bore all of you, but the moral of the story is a lot of those businesses are washing out a lot of these ideas that never really worked in real estate, even in the best of times, are really going to prove out not to work certainly in a changing market like we're experiencing now. That's the reason every single one of you need to accept the fact that we're in a new market. And that's fantastic. There's going to be fewer transactions in most of the country. And that's actually not a bad thing either when you take into consideration that your biggest competitor, for the most part, isn't the seasoned grizzled veteran. Your biggest competitor is the other agent who just got their license or maybe the other agent who the seller might know because their kids played together or just some social connection. But as those types of agents who aren't really serious about the business get out of the business, the ones that have skills are actually they're absolutely going to clean up. That's the reason that during a market shift like this, you always see. Well, you see one or two things. You see new kings crowned, new queens crowned in the marketplaces. Those are the agents that were able to adapt to the new market, learn the new skills. They didn't wait around for the market to change back the way it was. They said, this is what it is. I'm going to make the most of it. And then sometimes you also see the agents who are at the top of the market, who are the actual dominant agents. They actually start to get more market share. So you could. But here's where it's interesting. It's fascinating. I have to be careful saying this because it offends some people, but it's still true. A lot of what happens in a market like this are the dug in grizzled teams and brokers refuse to change. They still try to carry their old way of thinking and their old expense structure into this new market. And when they do that and the new market essentially doesn't allow them to, frankly, make it work cash flow wise, they go out of business and they have to hit a hard reset on their personal and business lives. I'll suggest if you're in that bucket, if you're in that bracket, if you're realizing that you're essentially trying to model your business after something that worked in the past market, you need to take a seriously hard look at adapting very quickly to the new realities. Otherwise, frankly, you're going to most likely suffer needlessly. Don't wait to learn what I just said is true. Get ahead of whatever is going to happen next, because, guys, a million fewer transactions is a million fewer transactions. That's a lot of transactions that are leaving the marketplace. And a lot of you, again, have been buying your business and the quality of the leads. Have you noticed the quality, especially the buyer leads has really gone to pot? Well, that's just going to get worse as well. So please, please, please, please don't wait to experience hardship to realize what I'm telling you is true. Take action on all that now. So we're going to get back to door knocking. And this is the last part of our four part series. So, Julie, point number 13. Yes, part four point number 13 post on social media, especially on YouTube, a video of you starting to prospect a specific neighborhood. This should be you in front of the neighborhood sign or something recognizable about where you are. Share some fast facts and explain that you'll be there this afternoon, connecting with all of the neighbors and answering any real estate questions. Give your mobile number posted on all of your social media. And of course, you can refer to our podcast series about how to utilize videos for real estate agents. Now, let's I'm going to talk real briefly about this. First of all, YouTube is now migrating towards trying to be a little tick tocky. And so is Instagram. In other words, it's starting to give more priority to short videos, which is perfect because short videos don't have to be really produced at a high level. It's great. And what Julie just said, why are we telling you to do this? Because what's going to happen is as you're door knocking and getting to know the neighbors and essentially building your centers of influence and past clients, they're most likely going to do a little bit of googling on you to find out what your your story is. And so if you created a lot of these little short snippet, you know, tick tock type videos and they're on Instagram, they're on YouTube and maybe even on tick tock, what's going to happen is those search results will come up and they're going to see your very proactive in the community. You get it? So all we're trying to do is use the social to reinforce, use the passive, the social media to reinforce the proactive, which is you door knocking. That is closing the loop. That's creating a Web. Now, there is a way to do these videos. And Julie gave you some ideas. We also include in our premier coaching, which is free for all of you, a 12 month social media marketing plan. It's something a lot of you, frankly, are struggling with because you don't know what to talk about, what to do. And we give you a lot of great ideas, kind of model out your entire year what you should be doing. I just gave you some ideas right there. If you want to join premier coaching for free, you heard that right. For free, simply text the word premier to four seven three seven two. Text the word premier to four seven three seven two. Or you can always go to members dot Tim and Julie Harris dot com if you don't want to text or if you're outside of the continental United States. But the easiest way for sure is just to text the word premier p r e m i e r to four seven three seven two. And when you do, we'll text you back a link. You click that link and you can join premier coaching and usually about 20, 22 seconds and you will have instant access to premier coaching, which includes a daily semi private coaching call daily, as in every workday, Monday through Friday, semi private coaching call. You have immediate access to our private members only Facebook groups. You have immediate access to the scripts, the objection handlers. A lot of the things that we talk about on this podcast you get for free. So don't wait on this. This is a perfect time of year for you to be getting your skills 100 percent in alignment with this new market. So text the word premier to four seven three seven two. Remember, when texting message and data rates may apply. Yes. So back to point number 13, just for a second. So let's say that you went door knocking today in Oak Creek. You talked about it. You gave some fast facts. You let everybody know you'll be there this afternoon. Well, maybe this weekend somebody in Oak Creek is thinking about listing their property. One of the first things they're going to do is go to Google and say agents or realtors or real estate agents in Oak Creek. They want to know who actually sells that area. And guess whose video is going to pop up, assuming that you did point number 13. Well, you know, you're going to get me we're never going to move past 13. But this is really this is such a sweet thing that she just said. You all should do this experience or experiment. Go to your phone, go to open up Chrome, assuming you have that on your phone, and then do a search for Julius using Oak Creek. I mean, Oak Creek's a subdivision we used to sell in. But use the name of a subdivision in a community, like as if you were a buyer looking. And then what I want you to notice is the first ads that come up are the pay -per -click ads. And then after that, what you're going to see is usually in the second or usually the first, second or third search results, you're going to see search results from YouTube. In other words, you're going to see that Google is starting to give priority to these short little snippet videos that I just described to you, and they're prioritizing the videos above the normal search results. In other words, you're going to get primo search results. Why? Because they want people to click search results and they know people will click video search results, like at a 5 to 1 ratio, more than a textural search result. So you need to be doing these little short videos in conjunction with what you're already doing. Now, it's not enough just to do the video. You're going to have to use a system like the one Julie and I use is called vidIQ to make sure you're getting all the YouTube SEO stuff right. You have to title it right. You have to put in tags. It's all very... None of that's hard, though. Oh, it's super simple. I mean, frankly, if you and I know how to do it. Right. And vidIQ is so cheap, I don't even remember how much it costs. There's a free version. OK, there you go. And we're not we're not affiliated with vidIQ. It's just vidIQ. And then it'll tell you essentially how to make it so that your videos get higher placement. The key is always to have very drilled down titles in your descriptions saying today I'm door knocking and getting to know the neighbors in Oak Creek subdivision nothing and a lot of you know, you don't need a lot of blithering and blathering, just very three or four lines. And then you want to put your links. You want to if you'd like to contact me about home for sale in Oak Creek or if you're thinking about selling your home in Oak Creek and then give your cell phone number, things like that. And what you'll find is you'll start generating leads from your YouTube. But what you're really trying to do is close the loop. Door knock. Hello. Hi, it's Bob at my door. Bob's here to provide me some information about recent home sales. Bob's, you know, very nice, very approachable. I like Bob. Bob's great. He's obviously trying to do a great job getting home sold in our community. Well, I'm more curious. I'm curious about Bob before I actually want to further my relationship with him. I have my phone in my pocket. I pull it out. I Google Bob's name, but I find Bob's actually very proactive. You guys get it. This is all free. Every single thing we told you how to do so far is free. Yes. And the super cool thing about doing the video in addition or in conjunction with your actual door knocking is that that video is going to live on and the search results will live on. So it gives a boost to that door knocking. OK, point number 14, door knock the neighborhood prior to all of your open houses. Again, give out a flyer with the stats for the neighborhood and add your home brochure for the home that you'll hold open. Ask who they know who you should invite to the open house. Ask permission to place your directional signs in the yards. And don't forget to ask, who do you know who could use my help buying or selling real estate? Well, let me give you a little bit of an enhancement to this. Now, this will work pretty much in all price ranges. But what our best age we have agents that are making, you know, millions of dollars per year. One of their primary lead drivers is doing exactly what we talk about. One of the things you want to do, it works sometimes unbelievably well in certain neighborhoods, usually more expensive neighborhoods realistically. But one of the things you want to do is you want to have a neighbors only open house prior to the main open house. And so what you can do is you can go and door knock the neighbors, invite them to the open house, and then by inviting them to the open house, you're going to maybe have the open house, the normal one for the public open from one till four, where you're going to have the neighbors only open house from, say, you know, 12 till one or something like that. What you're doing is you're just showing that you're more proactive and you're getting to know all the neighbors and the neighbors are going to think, you know what? This gives me the opportunity to go through that house and look in their garage and see if they ever gave me my mower back or my, you know, search for that search for the missing, you know, whatever, see if my neighbors accidentally snatched it. That's a bad joke, but you guys get the point. What we're really trying to do is position you, put you in. You're now door knocking. You're now having conversations. You're now delivering value to people. You're now being the person you want to be and you're working in the communities you want to work. You're actually doing real work of real estate. How does that make you feel? How does that make you feel versus, say, for example, working on your CRM more or less confident? How does that make you feel knowing you're having direct conversations with people versus, say, building a big funnel that hopefully maybe you're going to spend a bunch of money trying to get people to go into so you can drip on them door knocking, having real proactive conversations. It immediately energizes you, immediately makes you more in alignment with your highest and truest purpose in this planet, which is being of service to other people. Point number fifteen. Yes, and number fifteen is a mindset point. Believe that door knocking works and it will work. How you speak with someone when you're prospecting is greatly influenced by how you're thinking about what you're doing. Napoleon Hill said, what the mind can conceive and believe it can achieve. You'll have more energy and enthusiasm when you're all in versus I'm going to try it out or I'll see how it goes. I'm just going to do this for one day and see whether it works or not. So believe that it's working. Be consistent about it and your your attitude about it will cause you to have better results. And also with regards to that, when you're door knocking, use the scripts that we give you. We talked about those a little bit on the first couple of shows of the series, but obviously these are all waiting for you over on premier coaching and all of you are ready to join premier coaching. Don't wait. Just text the word premier to four seven three seven two and you can join right away. Remember when texting message and data rates may apply. Yes. Now our final point, number sixteen is number sixteen in a four part series because it's a bit more advanced. It's also one of my favorite points about door knocking. You can create a neighborhood directory as a way to get everyone's contact information and connect the community. This can be digital and or hard copy. It's a great excuse to door knock and you're providing value to the community. You can include a map of the neighborhood, phone numbers to the utility companies who service the neighborhood and a section for other recommended providers like the sprinkler guy, a pool guy, a painter, a dog walker, a babysitter. And of course, your real estate ad with testimonials will be in that section as well. Or you could put it in the back cover as directory sponsored by Bob Smith of Exp Realty, for example. This is why hard copy is nice. It stays in their kitchen with your information on it and they use it all the time. They're not going to throw it out. This is such a huge idea when you do it well. And of course, Julie and I did this as well. And yes, we could have leaned into one of those online portals. What was the one that was in Georgetown, like nextdoor .com and they provide. But they're keeping all of that pertinent information behind a paywall and you're not in control of it. So really, what you want to do is there's a couple of different ways to go about this. I would say you'll experience, again, depending on the price range, you're going to experience 50 percent of the people are going to be very apprehensive about giving their information out. So here's the move is you want to essentially create a fill in the blank flyer and the fill in the blank flyer has no required information. Now, you can have an address associated with a name. You don't have to have their permission to say one, two, three Elm Street is lived in by Bob and Betty Jones. Right. You can do that. All their other information, they have to decide whether they want to share it, their phone numbers, their email addresses, whatever else it is. So you will door knock and you will say we're putting together a directory as a community service. And this directory is only going to be given to people in the neighborhood. It's not going to be shared any other way. It's only going to be in print format. It's not going to be a digital format. No one's going to be able to essentially email it or anything like that. So you don't have to worry about any nefarious marketing that might happen as a result of it. This is just for the neighborhood. In addition to that, we're going to include a list of the service providers. So if you've got any on the same fill in the blank thing, who is your favorite babysitter? Who's your favorite roofer? Who is your preferred landscaper? Who is your preferred all the rest of it? Right. If you're from Columbus, Ohio, like where Julie and I are from, who's the best, most reliable person that's going to show up in the middle of the night and move the 14 feet of snow off your driveway, all that sort of thing. Right. Give them the babysitters, all these types of things. But that's really valuable. You know, I mean, how many times do you, oh, I got to go Google that and then I've got to look at reviews and I got to sift and sort all that out. What if you knew, and we talk about this all the time, that when somebody needs a service provider, what do they do? Who do I already know? If I don't already know somebody, I'm going to ask a trusted friend or advisor. I'm probably going to ask a neighbor because they're going to know who services the community. So this is a really valuable thing for you to put together. That will have shelf life. And of course, you can sponsor the back cover. You can include yourself in the service providers. There's lots of ways you can work this. And so you can you should do this. This is just thinking big here. You should do this every year. Now, when Julie and I did this, what we did was we do it. Actually, I don't think we updated it every year. I think we updated it like every 18 months or 24 months. But it was it was obviously completely voluntary. At first, people were apprehensive and then they felt left out. They had FOMO if not being in the directory.