Category: Personality Styles

Episode 031: What’s Up With Social Media Part #2 Must Know Changes

A few other things we need to embrace as real estate agents:

  • Which other social media platform should we be using? Instagram, Snapchat, Twitter, Pinterest!? Deanna is not particularly a fan of Snapchat but if you do love it, they have just opened up new advertising abilities and there is a bunch of different tutorials circulating online, opening up new opportunities that we can now better afford.

Instagram is finally finding a place into Mike’s heart with their feature Instagram Stories. How should we, real estate agents, utilize Instagram?

If you are already doing native advertising on Facebook, make sure to link your account to Instagram to add tons of extra eyes on your ads! It is also a no brainer for real estate agents to make your Instagram account business and personal.

You can now already upload pictures you’ve already taken to an Instagram story, so you will never run out of ideas to post and you will look like a fun person to follow!

So if you really want to make an impactful story, just take 20 minutes to curate something creative from the photos you already have!

Another thing that is changing with Instagram is a new, easier way to promote content on Instagram, adding really cool ways to target people and look at statistics. So we want to encourage local businesses to make at least one story a day because they are becoming such an important part of advertising! And if you are going to be promoting through Instagram, you want to at least keep your feed updated and so post at least once per week to keep yourself ‘rolling’ on people’s feeds.

So make sure to connect your Facebook, Instagram and Twitter account. The great thing with Twitter is that you can real an entirely new audience with your advertising; there are people who get on Twitter because of how accessible and mobile friendly it is. Twitter is also trying to compete with Facebook, create all kinds of new advertising features. For example, they have made it easier to get followers, fast, with very easy and sharp ads, by improving for example targeting or potentially increasing the number of maximum characters per post, and opening up their API to a lot of different places and you can even actually now go live on Twitter!

As for Pinterest, it’s embracing video and making it easier in general for us! So if you love Pinterest, take advantage of this new feature. So pins with video or pins that lead to video get about 40% more interaction. They have also started improving their advertising. So you can now upload your amazing videos and create an ad around it and then turn around and look at the statistics from your videos! Pinterest also allows you to now automatically share your pins with Twitter.

  • If you are using a service that is ‘automatically generating content’ for you, you may not always be able to pick the images they will use, but try to get them into doing something that is a little more personal for you, or just take the time to do it yourself! For example, by using Adobe Spark Post or just Buffer.com
  • Another app that is great for video is Denoise, which allows you to cut off the background noise from your video. Typomatic is also another great app to add text to your videos and Quick by GoPro is great time lapses!

Episode 030: What’s Up With Social Media Part #1 What You Must Know About FB!

We’re going to talk about a few things that have been changing and evolving in the social media world. To *survive* in this industry, you need to be listening to this entire podcast!

We have a wonderful guest today in the studio: Welcome Deanna Leigh Miller, co-founder of Stark Social Media, who’s in charge of our social media/web design and with whom we’ve been doing the Stark and HomeSmart Social Media Series, which you can all find on her StarkSocial app. They are life changing; you should go and listen to all of them! You can also listen to her on her own podcast, The Social Life.

5 things that we need, as real estate agents, to embrace:

  • Facebook Live Videos; this is your moment to reach whoever is on Facebook/likes you page/is following you etc. So you need to make sure that you are targeting your audience, which hasn’t been that easy in the past. In the coming months, there is going to be the opportunity to build and create a more tailored, ideal audience. Facebook rolls things out to page that are the most active; so do something with it!

So is a 2min video that gets about 500 views a successful live video? –Yes, that’s fantastic! 500 people got to engage with you and kept watching your video (Facebook only tracks a view after the viewers watches about 30 seconds of it and more). Plus we don’t always want to be seeing you at your open house; we want to get some snapshots from your life, to get a sense of who you really are. If hundreds and thousands of people get to see your video, this is working for branding as it gets your name out there!

You want to make sure that you are connecting with people in your community who are supportive of your business and give them a shout out from time to time. For example make a video at your favorite restaurant; anything that can benefit your local community.

  • Facebook has been developing new ways of advertising. We so the addition of the Lead Generation Ads. Lead ads let people show their interest in a product or service by filling out a form in the ad with their details and allowing a business to follow up with them. That was huge for real estate agents and changed the way we think of advertising.

Facebook is going to continue to roll out more and more features like the lead generation ads. And there will be more cool stuff, like doing ads with videos!

  • So how much should we be spending on Facebook per month? I spend about  $3,000/month, which gives me a return on investment that is quite good. Should we be spending about $10,000/month? Deanna recommends to spend about $300-$500/month if you are just getting started and you should be looking at what your goals are and what you have accomplished so far in terms of sales. And this is also part of building your brand identity!
  • It’s always going to be a thing and it’s just going to continue getting better on Facebook because they’re always improving their algorithm for that. For example, I have noticed that they have added more interests, hobbies and other options to better target your audience. You can even better pick the income level of your audience now!

Facebook has also opened their API to a lot of new tools. That means that there are a lot of new tools you can use to retarget and ‘set and forget’. Outside Ad placement is also offered more and more though Facebook so you can actually now see you ad on, say, Home Depot or LA Times blog! But remember it all depends on your budget; the bigger the budget, the more prominent the placement of your add will be!

  • LinkedIn has updated their targeting so you can now target zip codes and area codes now as opposed to just, say, Los Angeles or California, which is really big for real estate agents! It is now way easier and budget friendly for those of you who have set up a business page, to boost individual posts and it works like Facebook’s boost. LinkedIn will guide you through the steps once you login to your account!

You can do all kinds of ads on LinkedIn, like a market update or write a blog post and then make it an ad campaign. You can also update a video directly on LinkedIn!

Episode 028: Open House Buyer Conversion

In this episode, we’re going to talk about Open House Leads. If you are serious about learning how to do open houses, you have to listen to our Episodes 14 & 15, Open House Part 1 and 2.

Open House Leads Are:

  • Let’s focus first on how cheap it is to get an open house lead. For probably even less than a $100 you could have a knockout open house! From my experience, I’d gladly pay $1000 throwing a mega open house with a 100 people through, than buying a few crappy online leads a month.
  • Easiest to convert. If you say the right thing, you’re going to get a good deal or a good lead out of it.
  • Get as many or little as you want. If you want to be super lazy, make your open house 1:00 PM – 4:00 PM, or if you want to get a lot of leads, do it from 10:00 AM – 6:00 PM.
  • Never ending supply. There are open houses everywhere; there’s always going to be open houses on the market and people love to physical see homes!
  • People take them very seriously. Chances are, if they’re willing to stop a car and get out of the car, go talk to them because they’re pretty damn serious! They’re either very serious or totally not! There isn’t really an in between.
  • First impression means everything. People think we, agents, are all the same. So this is your one time to impress the hell out of people (buyers) with a great and unique open house!

Open house Conversion.

There is a certain way, that agents attack people at the door because they get so nervous that somebody is coming in! They become these shark salesmen waiting outside a house. So, attacking at the door is a ‘no no’. I always strategically put my setup, with monitors, laptops, printers etc, very near of where I am going to be and I make myself look a little bit busy (ruffling papers, printing something out, etc.). That way, they know I am not attacking them. I finish up my ‘busy work and then turn around and look at them and say “Hi, I’ll be right with you but, make yourself at home” Quickly finish what you’re doing and apologize and let them know “…I was setting up an appointment for a couple to see a foreclosure I have down the street…” and start the conversation there with what brings them in today.

We also want to have some guilt food/drink, at least a bottle of water, so as to make them feel welcomed. Pay attention to how the act when you offer them something, that will bring light to their personality styles.

Now it’s that awkward position where they’ve been in the house for a couple of minutes but they still haven’t looked around the house as they might have decided already they don’t like it. Don’t simply hand them a flyer. In fact, don’t have a flyer at all as it is very distracting and takes the focus away from the house. Instead, invite them to show them the house they are in “check out the living room, and the kitchen, etc”! That will take away the awkwardness of these first 2 minutes!

Just talk to them and ask them questions that they can answer instead of just pointing at rooms and naming them! By asking the right questions, you will remain and in control and understand their personality styles. You continue to hang back and ask questions then can answer while also providing information, “This house is 1200 sq feet. Is it the size you are looking for?”

Now is time to get serious: “Are you looking to purchase in this neighborhood? How about I give you a list of foreclosures or short sales within the Santa Clarita area and we can go from there? Did you know almost half of the houses available are not open or on the MLS? Are you serious about buying a home in the next week?”

And follow up, make the appointment. I am going to give them a brochure, a pamphlet, a market evaluation, a list of foreclosures and short sales etc: I am going to give them something and they will be with me for another 20-30 minutes, until they set up an appointment.

So Open Houses are like an absolute total 100% goldmine! But you just need to have that conversion script and dialogue down and prepare the open house the right way! And don’t get frustrated, because it’s going to take some time to get used to doing this but, if you do it right and practice, you will see a huge difference, really fast!

Episode 015: Open Houses – Part 2

 

When you do the things we are told you in Part 1, couples are going to flood through the door. Now what?

When People Attend Your Open Houses

Don’t bum rush them please. If you’re not comfortable and confident doing speaking to the public, go back and listen to our episodes on personality styles and neuro-linguistic programming.

Be strategic about where you place stuff. Have your brochures by the door. Food closest to the hallway leading to the bedrooms.

Never talk about the home. Let the prospect get comfortable in the home first. There will be plenty of time to talk business later. In this episode Mike shares many scripts and dialogues and tells you exactly what to say, and not say, to prospects.

Follow Up On Your Open Houses

As soon as the prospect leaves, you go to your database and enter in every single thing they said. Be as specific as possible. Write down family details, personal details, when they need to move. You’re trying to capture their language and tone so that you can mirror and match that in your communications.

Be relentless. It takes seven contacts before someone recognizes your name. But it takes twenty contacts before they’re comfortable making a buying or selling decision with you.

Pro Tips for Open Houses

  • Don’t do open houses alone. Invite your lender, title rep, termite person, or home warranty person. Let them be your greeter, keep an eye on kids, or run the BBQ. This gives you time to mix and mingle.
  • Bring a “hot spot” for internet access. That way you have a faultless connection for looking up information for clients. Don’t rely on your phone. Have a back up plan.
  • When you don’t have any inventory, or you’re new to real estate, hold an open house for another agent.

Also Mentioned In This Episode:

 

Episode 013: Neuro Linguistic Programming (NLP) for Real Estate

 

Neuro Linguistic Programming (NLP) is a powerful real estate sales tool. In this episode we discover exact techniques, scripts, and dialogues you can use to close more real estate sales. All this and more on this episode the Real Estate Marketing Show.

NLP is about taking the pressure out of sales and helping people make a good decision. It uses both verbal and non-verbal cues.

In order to master NLP, you need to understand personality styles. If you haven’t heard our podcast on personality styles, you might want to stop now, and go give episode 12 a listen.

First things first. Make sure your seller or buyer is pre-qualified. Not in a financial sense. But in a life ready sense. Do they understand what is about to happen in this real estate transaction. Are they ready to be buyers or sellers?

All of the NLP techniques rely on scripts and dialogues. So make sure you practice your scripts and dialogues.

Mirroring & Matching

Voice, speed, tonality, body language. Look like they look to us.

Body language can help us understand if the customer needs more information, if they’re engaged, or if they’re ready to be closed.

Assumptive Selling

Walk in like you’ve already got the sale. Get them to commit to you early in the process.

You’ll be asking them leading questions about what they want when the house goes on the market. Where they want the sign. How would you like us to communicate with you.

Anchor

Inducing a certain frame of mind or emotion. Usually happiness or relaxation.

This technique involves a touch or a gesture. In essence, you are anchoring the touch to the feeling of relaxation. If established properly, every time you touch them, they become relaxed.

Framing

With framing we are framing the narrative for the customer. Asking them a question. Getting them to agree with us.

Meta Model

Meta modeling is about deconstructing what the customer is saying and getting to the underlying cause of their anxiety. Is the issue that the agent isn’t doing their job? Or is the problem the customer wants to price the home above market? Meta modeling can help the customer get to the root of that question.

Tie Downs

Tie downs are the easiest for real estate agents. You’re tying them to you by asking small questions that they can agree with. You are putting the customer in a “yes state” where they are used to saying yes to you, so when you go for the close they are pre-primed to say yes.

Embedded Command

With an embedded command you are going for a piece of a sentence that you want the customer to implant in their brain. Mike shares with us how to use non-verbal cues to reinforce the command. Plus, he discusses how to use your voice to make the command stick.

 

Episode 012: Personality Styles for Real Estate

 

There is so much good stuff in this episode. Today we talk about personality styles.

It’s super important to know your personality style. And, it’s just as important to be able to quickly and accurately identify the personality style of your customer.

By knowing “who” they are, you’ll be able to quickly tailor your message to match what they want to hear. And that means more closed deals.

Driver

Drivers are results oriented individuals. They are direct, decisive, and pragmatic. They may be more straight forward and want to know what you’re going to do and when.

Expressive

Expressives love to talk about themselves. They hate making enemies. They’ll talk all about their house, their view, etc.

Amiable

Loyal and dependable. They make amazing assistants. They would rather deal with people than cold hard facts. You’re sitting with an amiable if, within just a few minutes, they start telling you about their family, where they’re moving, etc.

Analytical

An analytical might look like they’re listening to you. But in actuality they are processing what your saying and trying to decide if it’s true or false. Analyticals want to charts, graphs, and spreadsheets.

Also in this episode Mike shares with us which personality style he believes makes the best sales people. Plus, as a bonus he shares with us some advance techniques about direct and indirect personality styles.

Personality Styles and Hiring

Although we didn’t talk about it on the podcast, you can also use personality styles for hiring. When we hire a staff member we use a DISC test to get a general feel for their personality. In fact, we do this before we even meet with the person.

Then, prior to offering the candidate the job, we ask them to take a more comprehensive test such as this one from Tony Robbins. That way we can cross check both the DISC profile and our interview instinct.

Also Mentioned In This Episode