In this episode of the Million Dollar Playbook, Sharran and Peter share what questions you should ask yourself each day before you send content to your community. Sharran and Peter then dive into the five things you can do with your community to engage with them, and offer tips on how you can maximize engagement with those who belong to your core group. Listen. Learn. And—as always—be sure to share your feedback with Sharran and Peter.
3 Key Points
- Always ask yourself how you can love your list. This determines whether you will send value to your community.
- Education is the best way to engage with your community. Do not assume they know everything. Educate them and share your knowledge with them.
- If you a strong community, you will have a strong business.
Show Notes
- 01:04 – Check out last Friday’s episode of Teles Properties Podcast where Sharran and Peter talked about how to build your list
- 01:11 – Today’s episode is about what you do with your list and how you engage with it
- 01:44 – Peter says the world is changing and how we communicate is important
- 02:13 – It starts with the right mindset as it will affect what you communicate with your community
- 02:43 – Peter says he loves the humanness Sharran brings to everything he does
- 02:57 – Sharran says if there is anything you can with do with your community, it is to have one question you can ask before you engage with them
- 03:09 – “How do you love on your list?”
- 03:27 – The question will determine whether you will send value or crap to your list
- 03:45 – If it does not pass the “loving your list test”, do not send it
- 04:08 – Sharran says there are two big pieces to marketing
- 04:12 – Number one is direct response marketing
- 04:38 – The other is branding
- 05:16 – Branding is different now from what it was years ago
- 05:33 – Your brand is not about sending people information but how you make them feel when you send them information
- 06:05 – Peter says name recognition is not enough, it is the experience, the feeling and the communication that is important
- 06:32 – Your brand has to have a strong emotional feeling around it
- 07:02 – “Just listed” is the worst thing an agent can do in today’s market
- 07:10 – Everybody sends it out and consumers know where to find it
- 07:22 – The word “just” is falsely creating urgency
- 07:44 – Sharran knows agents who do not use “just listed” but opts for “up for grabs”
- 08:08 – Looking at it, one is a commodity and the other is a little bit of branding
- 08:35 – Connect the messaging of the product to the emotion of the recipient
- 09:08 – Peter knows an agent who is creative in all her subject lines and it draws people in
- 09:41 – What are the things we can do with our list?
- 09:58 – What are the emotions that we can create when we connect with our community?
- 10:09 – The most valuable thing you can do is educate your community
- 10:25 – Number two is to entertain them
- 10:48 – Number three is to amaze them or surprise them – this is called the pattern interrupt
- 11:05 – Number four is ask for help and humanize
- 11:26 – The last one is to inform your list
- 11:49 – The two things Sharran gets from agents all the time – open house invitations and market reports
- 12:23 – Peter says most agents use number 5 and this is the least effective
- 12:44 – The biggest opportunity is to educate
- 13:10 – Don’t assume people know
- 13:24 – People do not have an idea what goes on behind the scenes in selling property
- 14:14 – You have to engage your list and entertaining them is a good way
- 14:49 – Amazement is extremely important
- 15:03 – Agents don’t want to send any activity that does not involve the close community they are serving
- 15:54 – There are multiple reasons why your client will appreciate receiving activity outside of their zip code:
- 16:16 – You pattern interrupted them
- 16:17 – It’s a break away from the usual thing they receive
- 16:28 – They can show it to friends who are in the area
- 16:33 – Next time they have a referral, they can call you
- 17:19 – Humanizing and asking for help is changing the way you communicate with your list in a marketing kind of way by asking for help
- 18:03 – An example is to send a short note to your list about looking for a home for a client and the difficulties you were having with it and why you need it as soon as possible
- 19:18 – Clients are relating to agents that give back
- 19:51 – Building your business is about building your community
- 20:13 – Peter received a comment – “All business is show business. Entertain them” and “When you’re communicating with a client, it’s show time”
- 20:51 – For those related to email marketing, Sharran will share tactical ideas that can set you apart
- 21:10 – If you have a new listing and have sent it to your email list, ask marketing for the analytics and you can see how many opened the email and how many clicked through
- 22:17 – Call or text each of the people who clicked your email and follow up
- 22:50 – Three things you can do with your list
- Number one is track and measure is based not just on what you do but how you convey it
- 22:56 – Number two is to scrub your list often
- 23:08 – Look at the list and remove those who have not yet opened any emails from you
- 23:21 – The purity of your list is where everything happens
- 23:40 – Number three is play a game with yourself
- 23:44 – Assuming you send out a monthly update to your list
- 23:52 – Use the subject line in a very intentional way
- 24:06 – Track your open rate
- 24:13 – For the second month, change your subject line, and see if the open rate changed
- 24:23 – Every month, you are trying to make your direct response a little better
- 24:52 – Let the data tell the story
- 25:04 – A smaller list with higher engagement is a lot better than a larger list with no engagement
- 25:30 – Peter says one of the buckets you should create is your top 20 clients
- 25:36 – Separate your top 20 clients from your normal list
- 26:38 – Sharran says the top 20 can be a focus list of all the people in your community, not just your clients
- 27:04 – They should only get personal messages from you
- 28:08 – You are doing yourself a disservice if you don’t have a CRM
- 28:42 – Working on your community is like working out
- 28:51 – You have to nurture your community
- 29:04 – Start your day on how you can love your list
- 29:21 – It’s never too late to start with one person
- 29:37 – The biggest impact you can have on your list today is video
- 30:57 – You either shoot a real professional video or casual video
- 31:15 – About 10% of the people in your community will be the gateway to a deal a year if you love on them, nurture them and support them
- 31:50 – Peter says it does not matter what CRM you use, what is important is you use it
- 32:24 – You should look at your list everyday and decide who should hear from you
Join my VIP List and get the best content of the week directly to your inbox.
[emma_form]
Show Notes provided by Mallard Creatives