Jesse Zagorsky co-owns Z Team Real Estate, a licensed California Real Estate Broker. He has been active in San Diego Real Estate for 10+ years, and has sold over 500 homes.
With a background in Marketing, Jesse loves creating a total marketing experience for each of ZTeam’s listings.
Jesse’s passion for Real Estate includes helping his clients find the perfect home, helping investors analyze possible returns, and Sellers maximize their sales price through tested techniques.
Back in 2010-2011, Mike and Jesse decided to conquer the REO world together; and they succeeded!
Today, Mike wants to give you 5 actionable items.
The biggest trend in retail real estate is purchasing online leads. And everybody is doing it. Jesse and Mike have made a commitment to come up with different systems, processes and procedures to get their team really dialed in. And they’ve succeeded! Jesse, with his great analytical mind, has become a master!
A lead is coming in, what do you do? Leads are the same, but different: All leads and potential clients are the same. All that changes is your intro and your call to action at the end. If you get a brand new lead, your call is to set an appointment. It’s obvious but not everyone realizes it!
So, actionable item 1: Book a face to face appointment (or at least, a video appointment).
How fast do we answer the call/call them back? These days you have to be way faster than the ‘within 5 minutes’ Harvard was claiming some time ago!
The difference between every lead type is that every lead has a little different call to action that is inspiring the potential buyer to click it and request info. Realtor.com leads are a lot further down the ‘buyer life cycle’ so if someone clicks the button, they are pretty much ready to see a house, or almost write an offer! Commissions Inc’s leads, which is mainly a paper click, are a little earlier on on the ‘buyer life cycle’. Realtor.com right now gives me a higher ROI than Commissions Inc leads. However, down the road, the longer you have a synced database and if you work it the right way, you will end up having a higher ROI.
Actionable item 2: Call within 30 second or answer your phone.
Try to decide what types of leads you want to buy or want to be involved in. Remember: The leads don’t suck; You suck! Every lead is a good lead.
Actionable item 3: Every single objection you will ever get falls into one of these two categories. There are only 2 reasons someone will not do business with you:
- They feel threatened
- They don’t see the value.
Actionable item 4: I am a creative, solution oriented, problem solving machine (affirmation for sales). Jesse used to write this out as much as 100 times/ day!
Actionable item 5: Successful people take notes and then put them into play.
Your goal is to truly listen to your client and come up with solutions to their problem. If you push your agenda instead, they will feel threatened, even if you do it in a very subtle way.
And if I can’t illustrate enough value on your end to charge whatever commission you want to charge, you might be better off selling with someone for 1$.
Actionable item 6: Internalize scripts. Remember that once you learn the script, you must get out of the script as soon as you can; It’s like jazz!
*Text the word ‘Buyer’ to the 858-780-5550 to get the script!* (actionable item!)
A lot of agents make the mistake to talk for hours about their potential clients’ kids and waste so much time that way!
*Text the word ‘Buyer’ to the 858-780-5550 to get the script!*
Many teammagents now find it easier to text and email instead of calling; How does Jesse feel about that? Well, do I want easy? Or do I want money?/ Want to help people?
Pick up the phone! Call them first (double dial) when a lead first comes in as you don’t know their preference yet. Then send a text; Whatever your intro of the script is, that is the same text you sent. And then send a video text! (actionable item)
Last words Jesse would like our audience to remember? Accountability.
None of what we talked about so far matters; if you are a team leader, figure out a way to hold your team accountable. If you are a team agent, find a way to be accountable. If you want to make money and help people, you need to be held accountable. (actionable item!)
Livelovesantiegoaccountability: link to access the accountability form Jesse discusses!
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!
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!