Mike Cuevas has been in the real estate business for over 12 years and specializing in real estate lead generation. Mike believes that every office, mortgage company, and title company should have a “marketing dude” on staff. He has set out this mission in 2015 and will not stop until it’s complete.
When Mike Bjorkman met Mike Cuevas, Mike was the short sell king of the world!
What’s the difference between Chicago and San Diego? Lifestyle! It’s always sunny in San Diego.
What are Mike’s thoughts on video? Video is a brand strategy. When you use video to market your brand, you subtly remind your clients what you do/who you are and you will start building your audience and build trust around yourself. Video is more memorable and makes more overall impact. Video allows buyers to see you as an agent and envision themselves working with you or not; We’re even using it to recruit; It’s a constant interview: Use video!
A lot of our new agents who are brand new and have been crushing it and killing it by doing everything we say, especially video. They are authentic, realistic with their videos, and we watch them sell a lot of houses.
The importance of branding. Mike Bjorkman knows this, he’s built an entire world around this. And it’s so important to do this. Branding creates mind awareness. Mike even wears a HomeSmart shirt. Your logo is what people will remember and stay top of mind. And be consistent with it. Think Nike!
If you want your facebook ads to start working well for you, understand what your brand is and who you resonate the most with. That way you can better target and learn your demographics. Make the test and ‘target yourself’. The people who you will resonate with are the ones that are ‘just like you’ in the end, and who you want to go get a beer with.
Logo: The more people start seeing it, the more it sticks in their mind. This is how Egyptians told stories! They did it with pictures instead of text and this stayed longer in people’s minds.
With your whole marketing package, you do more than the status quo and create an experience for your future clients, which makes your clients feel amazing after meeting with you.
What is Mike noticing in his own company’s success? Their mentality is similar to the one Mike and Julie have: to empower agents to build their own brands, versus having them relying on one of the companies.
The biggest mistake in his career Mike Cuevas ever felt he made was to give away his relationships to his team agents during his highest volume years, when they were doing very good in the short sales years ago. These leads become part of your audience and, ultimately a referral source, and that’s ultimately how you build a brand.
What are Mike’s thoughts on video emailing, such as BombBomb campaign, and his database? Mike believes that everyone should be using video email. There is about a 30% open rate on emails. The whole point of sending emails is to stay on top of a mind. The only goal of emailing is to nurture your relationships; People will call you if they want to work with you. Keep the videos below 90 seconds and make the video a little bit exciting!
If you have a certain database of clients (e.g. A’s, B’s, and C’s) and want to communicate with all of them, should you use a BombBomb campaign or a regular campaign? BombBomb for all! There is a total difference in a video campaign to your relationship list as opposed to your lead list. The content of your video in a lead list is going to be less personal than your relationship list. Because on a relationship list you are nurturing a relationship. So we want to separate those two lists.
Now to determine who goes on your relationship list, do something very simple: Go on your facebook feed and look at the names that are on that first list. Imagine you were on facebook and you just saw a picture of that person with their keys to their new house and you get a sick feeling because they didn’t use you, then, yes, they should be on your relationship list!
The impact of video in Mike Bjorkman’s career. Mike sends them a video presentation before the meeting. Typically half the people watch the video. The ones who did watch it are generally ready to jump into the paperwork. The ones who didn’t, even if referrals, are more cold, on their guards. So he makes them watch the video while walking through their house. On his way back, the dynamic has completely changed and they are finally more confident, relaxed; To see the mindset changing is heaven! So there are instances when professional videos are very important for your business! People are hiring you for the experience and part of it, is the education.
Authenticity of the communication level. Be yourself, don’t act like a robot. Speak the same way you speak to your best friend. The more unprofessional the better. At the end of it, that’s all people want; They want to ultimately trust you, more than anything. And you may turn some people off and that’s okay.
For more info, go to www.realestatemarketingdude.com
On this episode of the Real Estate Marketing Show we reveal the top five things every agent needs to be doing in order to have the 2016 of their dreams. From training and practice, to marketing, to prospecting.
These are the top 5 things every agent needs to do to have their best real estate year ever.
- Previewing Homes
You get all this, plus Mike’s top motivational tips to take you into 2016, on this episode of the Real Estate Marketing Show.
1. Training to Have Your Best Real Estate Year Ever
Work with a trainer.
And there are tons of them. Here are just a few.
- David Knox
- Social Networks
- Mike Ferry
- Tom Ferry
- Daniel Pendley
- Verl Workman
- Brian Buffini
- Peak Producers
- Craig Proctor
- The Paperless Agent
- Joe Stumpf
- Michael Hellickson
Don’t have the coin for that?
Try these free options
- Your own Board of Realtors
- Facebook Groups
2. Practice to Have Your Best Real Estate Year Ever
- Practice effective time management. Try Steve Chandler’s Time Warrior.
- Practice being positive. Go to Amazon.com and type in affirmations, self help, self improvement, or sales skills. Make a practice of reading for 30-minutes every morning.
- Create a morning practice for yourself. We both like The Miracle Morning by Hal Elrod.
- You can join a network group. Either real estate or non-real estate related
- Find a mentor. Even if it’s just someone who is really good at life.
- Join a masterminds. What are other agents, in other markets, doing that you can steal and incorporate
- Attend a real estate retreat like the Mike Ferry retreat. Or a non-real estate retreat like those given by Tony Robbins.
- Practice good health. Holistic and natural health are important. If your health isn’t top notch, you won’t be top notch.
3. Marketing to Have Your Best Real Estate Year Ever
- “We are marketing specialist with a real estate license.” – Shane Pendley
- Take this time to re-look at your internet presence. Are your blogs, landing pages, and websites all aligned and congruent? Do they look the same, feel the same, and reflect the same attitude?
- Review your marketing and giveaways for consistency of look and message
- Be a subject matter expert.
- Review your email campaigns
4. Prospecting to Have Your Best Real Estate Year Ever
You need to be prospecting. But you should choose something you’re good at and that you like.
Don’t like door knocking or cold calling? Then don’t do them.
Do what you like. Maybe that’s social media or sitting on a board of directors for a local non-profit. The point is, you need to be “doing” something to prospect for new leads.
Why three? What happens if you perfected REO and then REO dried up? You’d be out of luck.
So pick three. Master them one at a time. But spread that base.
5. Previewing Homes to Have Your Best Real Estate Year Ever
It may sound weird, but know your inventory, your market, your neighborhoods or tracts, or your new construction floor plans can make all the difference.
Here’s a video that Mike and his team shot on new construction. Maybe it gives you some ideas. Maybe you can record a video of your own on the subject.
Real estate videos allow you to create a personal bond, without actually being in front of the prospect in person. They can see your facial expressions. They get to hear your tone of voice.
In this episode of the Real Estate Marketing Show we talk about video marketing. Our special guest Shane Pendley shares with us how to promote your personal brand through the use of video.
We aren’t talking about ego videos. We’re talking about educational videos. Videos with purpose.
After all, how can you expect a client to hire an agent to market their home, when that same agent can’t even market themselves properly?
Shane’s Top 5 Real Estate Videos You Should Have
- Seller video
- Marketing plan video
- Buyer video
- Pricing video
- Specialty video (luxury, REO, vacation property, property management, etc)
Shane’s Top 5 Real Estate Videos Tips
- Sound quality is the most important
- Proper lighting
- Keep it professional
- Know the purpose of the video
- Show the video to someone else before you send it out
Storing Your Real Estate Videos
Shane prefers the use of media pages. That way you simply need to send a link to that page where all of your video, social media, IDX, and business affiliates reside. The media page is otherwise fluff free.
How Long Should Your Real Estate Videos Be?
- Keep your social media videos 45-seconds to 90-seconds
- Educational videos 2.5-minutes to 3.5-minutes
- When you send videos to clients, Shane recommends that you give them the video’s exact time. The customer is more likely to watch the entire video if they know what to expect ahead of time.
Other Tips About Real Estate Videos
- There is a time and place for fun, quick, and silly videos. But your sellers are looking to hire a professional. Your main videos should be professional.
- It’s not about the amount of views, it’s about the quality of views.
Getting In Touch With Shane Pendley
Also Mentioned In This Episode
- Tom Hopkins
- Mark Victor Hansen
- Tony Robbins
- Mike’s Media Page
- Max Pigman
- Vince Arcuri