improve real estate business Archives - Wade Webb Real Estate Coaching

12 Days of Christmas Real Estate 2024

Wade Webb on December 11, 2024

On the first day of real estate Christmas my true love gave to me… Spend some focused time on your real estate database touch plan prior to 2025. Statistics say your database if mined properly is on average a 20% return on your investment of time, money, and energy. Now if you don’t have an assembled database, then assemble one. Input names from your phone, emails, social media, and client files.

Take the time to build a monthly database touch system for 2025 making specific activities each month that deliver the unexpected, add value, and deepen your relationships with your database. Treat your clients like they are first class passengers on your own airline and not like their sitting in the back of your plane tossing them a bag of peanuts and charging them for luggage.

The “give to get” activity is the best way to increase repeat and referral business in 2025.

On the Second Day of real estate my true love gave to me… Create an online lead generation system. 94% of all real estate consumers are on the internet. Systems like using landing pages capture a seller who is curious what their current property value is or a buyer who wants to be notified of hot new listings and beat other buyers to them.

Use ChatGPT to create lead capture reports like relocation guides, divorce real estate guides and more. Look at investing in a specific lead generating website like Prime Seller Leads, Bold leads, Zillow or Agent Locator are just a few to mention. Create a system on your own with www.fiverr.com assistant creating FB ads and www.carrd.co for your landing pages.

A nice steady stream of buyer and seller leads from a good landing page keeps you from those peaks and valleys in your business. This is a great way to create more buyer, and seller leads all year long while you are busy serving your active buyer and sellers and when you don’t have the time to prospect.

On the Third Day of real estate my true love gave to me… The novel Fanatical Prospecting, where it teaches you to create 3 – 6 Separate twenty-minute sessions daily prospecting and lead generation. Who doesn’t have 20 minutes? High-volume agents don’t just service existing business and then start lead generating once they have closed most of their transactions.

Instead, they block time (usually in the morning so it gets done) to do something each business day that gets them closer to earning a new client. In a nutshell, there are two ways to be successful in real estate: By Default: live in the same area for years where everyone knows you and eventually sends your business; or By Design: time-block a relatively small portion of each business day to proactively generate for new leads.

On the Fourth Day of real estate my true love gave to me… Listings is the name of the game. Send unsolicited CMA packages ( email, video, mailed versions ) to all your past clients with a follow up call the following week over the next few months which will trigger listing appointment opportunities and add value. The power of the spin is where a listing can generate up to 15 other pieces of business, if done right!

If a real estate agent is working more than 65 hours a week and not closing more than 45 transactions annually, the agent either has a time management problem and/or is working with far more buyers than sellers. You can handle four times as many listing sides than buyer sides at the same time. So, top producing real estate agents always focus their lead generation activities on the listing side.

Top listing sources are your sphere (complimentary equity analysis unsolicited every year), open house, FSBO, expired or door knock looking for a bona fide buyer.

On the Fifth Day of real estate my true love gave to me… Face to Face and belly to belly activities like coffee, lunch, door knock, open house, kiosk, floor duty, networking, volunteering and a “pop by” are all great. We know conversion is higher when you are face to face and the prospect can tell if they like or trust you quickly and want to do business with you.

Although many agents are reluctant to reach out to people. This is a full contact sport. People can tell with time that you care and that they like and trust you.

On the Sixth Day of real estate my true love gave to me… An Agent-to-Agent referral system with other agents working the areas where the people and business is coming from to buy real estate in your market. Contact them once a month and stay top of mind and be that referral agent source of choice in your market area.

Share tips and ideas with other agents to keep top of mind and make them feel like they want to refer you their clients moving to your area. This is a lucrative business opportunity if done consistently.

On the Seventh Day of real estate my true love gave to me… The power of words & knowing what to say and how to say it. Scripts and dialogs are important. Successful real estate agents understand whether they use someone else’s scripts, dialogs or their own, they’ll eventually start saying the same things they know will work.

Using tested real estate scripts created by others simply eliminates the trial-and-error process and enables agents to start seeing desired results more quickly. Sound like your planned and engage and attract the clients to want to work with you with your powerful words of persuasion.

On the Eighth Day of real estate my true love gave to me… Have powerful sales presentations and visuals. Pre seller and buyer packages. Don’t tell them but show and sell them. Have a visually powerful presentation for listings, buyers, and pricing. Don’t just wing it and leave things to chance but engage people to want to do business with you, your company and NOW! Talk alone is cheap.

The most powerful visual sales tool is a pad and pen and being able to show prospects and tell them has greater impact than words alone. Remember some of us are visual and some of us are auditory but we don’t know which one they are.

On the Ninth Day of Christmas my true love gave to me… Know your “why”, purpose and vision. My goal that drives me every day is to impact and improve people’s lives personally and professionally every day. Real estate is the vehicle that makes this happen. We all need to be part of something bigger than ourselves.

If your why is big enough, then the how takes care of itself!! I love having a vision board with images of the things that drive me, move me, I want and need to experience each year. Never underestimate the power of a vision, purpose or why! Create that vision board and place it on your screen saver.

On the Tenth Day of real estate my true love gave to me… Be a servant and focus on helping others get what they want and you in turn get what you want. Listen for the need and be aware of others fears, challenges and offer to help.

To not “bother” the public when prospecting for new business, top real estate agents always tie the reason they’re contacting people in with providing some type of value at the same time. Always come from a mindset of contribution. Helping you is what we do. Listen for the need. Take care of people and the cash takes care of itself.

On the Eleventh Day of real estate my true love gave to me… Be a lean mean appointment setting machine. The money in sales is in the conversion that leads to the appointments. No appointments then no presentations. No presentations mean no contracts or agreements.

The lead generation is great but not having the skill to convert to the face-to-face appointment is a real estate killer. Know what you have and what you can offer for them and engage them to want to sit down and meet with you. What is your value proposition for a buyer and seller? Why you? Why now?

On the Twelfth Day of real estate my true love gave to me… Leverage by systemization and delegation. When real estate agents consistently do not have time to prospect for new business because they are too busy servicing their existing business it’s time to hire someone to help.

The first hire should be an administrative assistant, not a buyer’s agent. Administrative assistants help agents make more money by freeing up time for agents to perform more important revenue-generating activities. 3D test everything in 2025. “Do I do it? Do I delegate it? Do I just dump it?” the key questions to time management.

So, there you have your 2024 twelve days of Christmas real estate . I trust your holiday season is full of love, happiness, and joy.

Strength and courage,

Wade

What’s The Plan For 2025?

Wade Webb on October 30, 2024

A mentor of mine said to me “agents aim for nothing and hit it with amazing accuracy!” 2024 is wrapping up and what did you aim for? What did you hit? It is the perfect time of year to aim for something in 2024 and hit it with amazing success!

So, when 2024 begins to wind down you should not wait until the very end to start planning for 2025 in your real estate business. This means having a crystal-clear understanding of the successes and challenges of your current year, how it impacts your upcoming year, and developing a vision of what you want to accomplish, and how. Many agents aim for nothing every year and most hit it with amazing accuracy!! I believe you should always start working on your next year strategy months in advance of the new year.

This awards you enough time to make an impact on your final quarter and lay the groundwork for making sure your next fiscal year starts off on a solid footing. For agents who want to achieve greatness, push the envelope, and grow their business through market share, market penetration, paying down debt, increasing sales, profits, and cash flow, I urge you to get going now!

The way I see things is, if your business isn’t growing, pushing the envelope, thriving, and maximizing profit, then all you’re really doing is suffering a slow death. Believe me, your competition is fighting the fight every day, and they didn’t wake up in the morning and say “Gosh, golly, I hope I stay even in 2024.” They want to eat your lunch, take your business, absorb your market share, and steal your customers away. Some people might ask me if they should start planning by looking at their competition, and I say NO. Why focus on the competition, instead of focusing on yourself? When it comes to my business, I don’t care what others do. I care about what I do.

Recognize your competition for what and who they are, and then put your best foot forward by pushing the envelope in your business. You should approach the new year as if you are going to battle, and for that you should develop a strategic plan. Business Plan – a written document that describes in detail how a business, usually a new one, is going to achieve its goals. A business plan lays out a written plan from a marketing, financial and operational viewpoint.

FACT: LESS THAN 3% OF REAL ESTATE AGENTS HAVE A BUSINESS PLAN.

FACT: ESTIMATED 3% OF REAL ESTATE AGENTS IN NORTH AMERICA DO 97% OF THE BUSINESS

“If you fail to plan, you plan to fail.” Writing a business plan may seem a daunting task as there are so many moving parts and concepts to address. Take it one step at a time and be sure to schedule regular review (quarterly, semi-annually, or annually) of your plan to be sure you are on track to meet your goals. It is that time of year again when we begin to build our plan for 2020 so let’s look at the key areas of the agent’s solid business plan.

Step 1) “Success and history always leaves us clues.” I began by looking back to identify the clues that have been left for us and the business. I would look at the real estate market first and search for the following clues.

What have the number of sales been doing the last year? 2-5 years? Up? Down?
What have the number of listings been doing the last year? 2-5 years? Up? Down?
What have the average and median prices been doing?
What price ranges are experiencing more activity? Less activity?
What neighborhoods or areas are experiencing more activity? Less Activity?
What property types are selling more? Less?
What buyer types are buying more?
Where are the buyers coming from? Local? Next state or province? Over Seas?

Imagine the targeted and strategic plan you would be able to build for you and your real estate business with this kind of information? Now you are not just winging it. You really know where and what to focus on.

Step 2) Looking At The Present State of Your Own Real Estate Business

What have my sales been doing? Up? Down?
What have my listings been doing? Up? Down?
What is my average price? Can I raise my average selling price?
What is my Gross Commission Income doing?
What is my average deal worth?
Where are my listings and sales coming from? Sources of business?
What types of buyers do I represent?
Where are the buyers coming from? Local? Out of area?
What are my pending sales?
What do I have for potential buyers and sellers?
What is working? What is not working?
What do I need to start doing again? Stop doing?

What if you took the time to really track and measure and reflect on your business at a deeper level and see your strengths, weaknesses and opportunities of yourself and your own business?

Step 3) Activity Plans – Take the time to lay out your activity plan calendar a year in advance.

Focus on the activities you know you are good at, and you see a return on your invested time and money. I am guessing for most agents it would be your sphere of influence, referrals and face to face or voice to voice activities. Set up a schedule for a month or two in advance of your activities for generating business. What is the activity? When? How? To Whom? Track and measure each of these scheduled activities to help identify the best of the best.

Step 4) Budgeting – Profit is the goal in business.

Knowing what your personal life and your business world cost you monthly is so important. Expense management is just as important as your income and earnings. Have a clear picture of your expenses and measure all of them for their return on investment or if they can be reduced in any way.

I understand this may be terrifying for most of us to see what we are spending personally and professionally but it is the foundation of your business plan to know what your personal and professional lives cost and then be able to set a financial target that is enough to cover them both and leave you some profit! So many of us stay away from this and run in a deficit and that is not good practice for any of us.

Step 5) Goals – If your “Why” is big enough the “how” will take care of itself.

What is your purpose? Vision? Values? Mission Statement? Taking the time to know what it is you want and why you want it is a game changer for us all. Nothing gives me more joy than impacting and improving people’s lives personally and professionally every day. I have realized that the driving compelling force in my life is serving others and having the means to create memorable experiences with the people I care about most and nothing else has given me more joy than these amazing WHY’s in my own life.

In my own real estate business, taking the time over the last 30 years to create a business plan has been so incredibly beneficial for me and I know it will for you as well. In today’s post I have given you a brief business plan overview. To help you get going with your own plan I put together a Step-by-Step Real Estate Business Plan Workbook you can download for free below.

Strength and Courage,

Wade

Being Known, Liked & Trusted Isn’t Enough Anymore

Wade Webb on October 23, 2024

“We have automated and “teched” our way out of people’s lives and relationships.” For almost three decades I have been in real estate, and you always hear about the people needing to know you, like you and trust you.

In 2024 this is not enough to thrive in the real estate industry any longer. We are now in a time where it is imperative to an agent’s success the people know, like and trust you but now they also must see you!!

Every agent needs to up their game in 2024 and find ways to be known, liked, trusted, and seen. Gone are the days you can get away from showing up and being seen by people. We are inundated with information, visuals, messages, and we are getting more and more guarded with our time, space, and attention…Out of sight, out of mind!!

So how can we focus more on being seen in 2024 and capture their attention and be more top of mind?

Here are my top ideas to be seen:

Morning Coffee Routine – every morning for the last 30 years I go to a coffee shop and enjoy hanging with the regulars. It never fails we end up talking about real estate and business comes from that time year after year after year.
The secret is to be social and interact and talk to people. Not sit on your phone or in a book or on your laptop. The owners of the local coffee shop just last week asked me about a development land piece they just put an option on and what to build and need a proposal for marketing what we feel they should build. Not bad conversation for a $4 coffee and 30-minute conversation in the morning?
Coffee, Breakfast, Lunches – make a point to meet with your clients and give them the gift of your time and take the time to break bread with them. Easy to do but easier to not do day after day. Deepen that relationship with others and increase top of mind and make them feel truly important to you and your business.
Video email or text – 86% of communication is nonverbal. Tone, voice inflection, eye contact and body language and video delivers that punch! Why email and text when you can wow and awe your people with a video email or text. Bomb Bomb ($) or Loom (Free) are great tools to use for this. Just a little secret your phone does video email and text too and its free!!!
Call – Are you ready for this crazy little secret? Your phone makes incoming and outgoing calls!!! Take the time to just call and say hi.
Stop underestimating the power of the simple. Remember the old ad that said, “Reach out and touch someone”? Take the time and do it and make them feel important and cared for.
Handwritten Notes – The power of a personal handwritten note with your business card attached. It always gets opened, always gets read, shows you took time and care, and always leaves people feeling better than they did before. Sadly, this is a lost art and something that never dies.
Personal Mail – We never get mail anymore and if we do it is a bill. Mail that is personal, like a handwritten note, gets opened and read, and if it contains something valuable to the receiver and not to you, then it makes an impact on them. I guarantee it!
Social Media – It is not about looking at what everyone else is doing and what you are posting. Dale Carnegie said, “People don’t care what I know unless they know that I care.” Be seen and show them you care.
Like, comment, message, and make them feel important to you. How powerful would a quick Facebook message be that asks someone how they are doing? How’s their family? Anything I can do to help? How would that make them feel and how would you show up to people if you took the time to do it?
PS In two years, 100% of the content feed on Facebook will be video. Do you post video content?
Client Events – Hosting annual client events like seminars, appreciation parties or my personal favorite, hosting their housewarming parties always makes an impact on others and a fantastic way to show up and be seen in 2024. Do you see them? Appreciate them? Add value to them? Make them feel like a rock star and host their housewarming party?
Deliver the Unexpected – every spring, summer and fall find an item and a funny tag to add to the item and drop by your client’s place of work and let them feel the love!
Every summer I love delivering everyone at their work place the BBQ triple packs of Ketchup, Relish and Mustard with a tag on them saying “Just ketching up and relish your referrals and not all agents cut the mustard.” People at work ask who I was, what that was for and look at the tag and laugh out loud every time.
Give Back – The amount of people you get to meet and interact with when you are part of an event as a volunteer and the joy and sense of purpose you get from giving back is the perfect one-two punch! I always end up connecting with someone new and someone old and such a great way to show up and be seen and make a difference.
B2B – I started my own business networking group and CEO mastermind groups to meet monthly and idea share and connect professionals in the community with one another. Such a powerful way to be seen and add value and be seen in the community and be the straw that stirs the drink in your community.

So, there you have it, ways to be seen in 2024. Show up and be seen and not just known, liked, and trusted in the coming year. I dare you to just try one of these ideas and let me know how it worked. Feel free to add more comments on how you show up and be seen that works and adds values. Love to hear from you all!!

Strength and courage,

Wade

Thriving In A Slowing Market

Wade Webb on October 9, 2024

In any economic downturn, real estate agents face unique challenges. However, with the right strategies, it’s possible to not only survive but thrive even when the economy is slowing down. Here’s how agents can adapt and succeed in a sluggish market.

1. Embrace a Niche Focus

When the broader market slows, narrowing your focus can be highly effective. Specialize in specific property types, such as first-time homebuyers, luxury estates, or rental properties. By becoming an expert in a niche market, you can better cater to the needs of a more targeted group of clients and stand out from the competition.

2. Strengthen Client Relationships

Building and maintaining strong relationships with clients can be a game-changer. Take the time to understand their needs and offer personalized service. Regular check-ins, valuable market insights, and proactive communication can help you stay top-of-mind and encourage referrals. Remember, a personal touch goes a long way in building trust and loyalty.

3. Leverage Digital Tools and Marketing

In a slower economy, your online presence becomes even more critical. Invest in a user-friendly website, optimize it for search engines, and utilize social media platforms to reach potential clients. Virtual tours, high-quality photos, and detailed property descriptions can attract buyers who are browsing from home. A well-executed digital marketing strategy can help you stand out in a competitive market.

4. Provide Valuable Market Insights

Position yourself as a knowledgeable resource by offering valuable market insights and educational content. Share updates on market trends, investment opportunities, and tips for buying or selling in a slower economy. Blogging, hosting webinars, or creating informative videos can establish you as an authority in the industry and build credibility with your audience.

5. Be Adaptable and Flexible

Economic slowdowns often bring shifts in market dynamics. Be prepared to adapt your strategies based on current conditions. This might involve adjusting your pricing, offering flexible terms, or exploring new revenue streams like property management or consulting services. Flexibility can help you navigate changes and capitalize on emerging opportunities.

6. Enhance Your Customer Service

Exceptional customer service can set you apart in a slow market. Be attentive, responsive, and empathetic to your clients’ needs. Go the extra mile to make their experience as smooth and pleasant as possible. Providing outstanding service not only helps you retain clients but also encourages positive reviews and referrals.

7. Build and Maintain Your Network

Networking remains a powerful tool, even in a slow economy. Strengthen your relationships with other real estate professionals, financial advisors, mortgage brokers, and local businesses. A robust network can provide valuable referrals and collaborative opportunities. Attend industry events, join local business groups, and stay engaged with your professional community.

8. Stay Informed and Educated

Continuously educate yourself about market trends, economic indicators, and changes in real estate regulations. Staying informed allows you to make better decisions and provide accurate advice to your clients. Consider investing in professional development courses, attending industry seminars, or joining real estate associations to stay ahead of the curve.

9. Focus on Long-Term Relationships

During slower economic periods, long-term relationships become more valuable. Cultivate a network of past clients, prospects, and industry contacts. Regularly check in with them, offer assistance, and keep them informed about market conditions. Building a strong network of relationships can lead to future business opportunities and referrals.

10. Embrace Innovation

Innovate your approach to meet changing market demands. Experiment with new marketing tactics, explore different types of properties, or adopt emerging technologies. Embracing innovation can help you stay relevant and position yourself as a forward-thinking agent.

Conclusion

Navigating a slowing economy requires adaptability, innovation, and a proactive approach. By focusing on niche markets, strengthening client relationships, leveraging digital tools, and staying informed, real estate agents can thrive even in challenging conditions. Embrace these strategies, and you’ll be well-positioned to succeed and grow your business, no matter what the economic climate brings.

By implementing these strategies, you’ll not only weather the storm but also emerge stronger and more resilient in the ever-changing world of real estate.

Strength and Courage,

Wade

Why Am I Failing or Quitting Real Estate?

Wade Webb on July 31, 2024

Nearly nine out of every 10 agents fail or quit the business? I’ve worked with and studied real estate professionals for 3 decades, and this week I am sharing some of the biggest reasons agents fail. Avoiding these pitfalls will help you join that elusive “Club 13” — the 13 percent of agents who survive and truly succeed in this business.

Being Interested vs. Committed. Just being interested in your real estate career isn’t enough. Liking houses and liking people isn’t enough. When you’re interested, you do things when they’re convenient. Success in real estate is all about being fully committed, which means doing whatever it takes as long as it takes to achieve your goals. Are you all in? If you’re not fully committed, it’s time to reassess your career choice. It is too easy to get in and even easier to get out.
Being Strategic. Can you explain your market trends easily? Do you truly know your market? What’s selling? What’s not? To survive in real estate, you need to look at your marketplace from a strategic standpoint. You must look at the hot sheets every day, the stats every month and know what is trending every quarter. You must own that knowledge and become the knowledge broker in your market. It’s not enough to simply like houses and enjoy working with people. Take a step back, analyze your market and make sure you know it, and you know your place in it. Now the numbers, trends and truth about your local market and share it!
Fear of Making Mistakes & Desire to Look Good. There’s a lot of vanity in real estate, which can lead to people shying away from anything that might paint them in unflattering light. But you can’t be afraid to make mistakes. Mistakes are how wisdom is gained. Mistakes are how we learn and grow. Accept it’s okay to make mistakes or not know the answers to everything. Try new things, see what works, learn from what doesn’t, and always keep moving forward. The more mistakes you make, the more you’ll bridge the gap between knowing and not knowing.
No (or Wrong) Role Model. Having someone to look up to, to aspire to, to model your behaviors on is a hugely critical step to help you reach that “next level” in real estate. Far too many agents have no role model for their business. Or they have the wrong one. To accelerate your ascent in this business, find someone who is successful in both life and business and model your behaviors on theirs. We all smell like those we rub up against.
Your Gas Station is Only Open One Day a Week for an Hour. Once a week you try something once and can’t figure out why nothing is working. As a real estate agent, your top priority is attracting customers. It’s not a part-time pursuit. Don’t get me wrong it is not 7 days a week 24 hours a day. Far too many agents do just a little bit of marketing once a week and hope for the best. Lead generation and lead conversion need to be your primary focus. If there was a way to teach every new agent this philosophy and force them to live up to it, that 87% failure rate would decrease dramatically. Focus on the “Core 4″… Database. Open Houses. Geographic Farming. Online Presence.
Job vs. Business Owner. Monday-Friday, 9:00-6:00 Mentality. Being a real estate agent isn’t a job. It’s a business. It’s YOUR business. You need to become and act like a business owner. You’ll get out of it what you put into it. Especially if you’re new, you absolutely must put in the time and effort. All the money is made before 9:00am and after 6:00pm. If that doesn’t work for you, you might be in the wrong business.
No Sales Swagger. Long ago NAR released a report that said most new agents come into real estate with no sales experience, no marketing experience, and no negotiation experience. What are the essential skills of succeeding in real estate? Sales. Marketing. Negotiations. Hmmm. If you haven’t mastered these three skills, you need to be working on them constantly. Put yourself in situations where you learn the objections, get hung up on and gain that experience. Putting yourself in those situations repeatedly will break down those fears of calling FSBOs, expired and the like. I often encourage brand new agents to work with FSBOs and expired to break them in with “the most challenging” clients. When you know what to say, everything becomes easier.
It’s Math. No Goals Broken Into Numbers That Get Measured. When you know your numbers, you put yourself in control. On average, how many leads does it take you to convert one sale? 30? Great! 162? Great! “I don’t know.” Not great! If you know your numbers, you know what you must do. If you don’t know your numbers, you’re just hoping for that winning lottery ticket. Knowing your numbers makes your business predictable. Being predictable leads to success. Know your numbers!
No Schedule, Weak Habits, and Routines. If you’ve followed me for a long time, you’ve heard me say it a million times: “Show me your routines and I can predict your future.” If your schedule isn’t aligned with your goals, instead of achieving your goals, you’ll end up wherever your schedule takes you. The key is figuring out the specific activities that will lead to the achievement of your goals. Then you schedule those activities. The role of discipline in your success cannot be underestimated. Schedule everything and find a way to hold yourself accountable.
Lack of Financial Management. Lots of people get into real estate thinking it’s a low overhead business with an opportunity to make big, giant paychecks. Those days are long gone. This business is so competitive, you need a funding plan not only to survive, but to invest in your business and build it in an efficient way. Make sure you’re managing your money smartly to avoid that 87% failure rate. Profit is not a bad word.

Now that you have a better idea of the causes for failure the next decision is what are you going to do with this information? What action are you going to take? Feel free to comment below what you plan on doing next to ensure you’re a member of the 13% Club!

Strength and courage,
Wade

Dos and Don’ts For Agent Email Marketing

Wade Webb on July 10, 2024

You’ve undoubtedly heard that you need to be sending marketing emails. Real estate email marketing is known as the “Greatest marketing channel of all time.” But here’s the kicker… Bad marketing emails can hurt you just as much as good ones can help establish your market credibility.

Real estate email marketing requires precision and not generic ChatGPT copy which would only demonstrate how out of touch you are with your audience. This week, I’ll show you some of the best real estate email marketing practices, how to write marketing emails, and the mistakes to avoid.

What is real estate email marketing?

Real estate email marketing involves using email campaigns to connect with potential buyers, sellers, and other stakeholders in the real estate market. By building a targeted email list, segmenting the audience, and delivering personalized, engaging content such as property listings, market updates, and home-buying tips, you can nurture leads and build strong relationships.

Automated email tools and performance analytics can help you optimize these campaigns, ensuring timely and relevant communication that drives engagement and sales.

Best Practices and Tips for Real Estate Email Marketing:

Provide More Value – Here is the No. 1 rule of email marketing for realtors which even experienced marketers violate way too often: Give more than you are asking for. You can have some purely promotional emails, but the entire idea of “brand content” is to establish trust and form a relationship with your audience.

Every email should have a message, and if you don’t have something of value to contribute, then don’t send an email. If you don’t know what to say, it’s simple. Identify problems and offer the corresponding solutions. It’s actually a good idea to come up with a few real estate email marketing templates to take the pressure of writing format out of the equation so you can focus on the message.

Be Conversational – Besides delivering value, the second most important way to establish trust and familiarity is through your voice – what you say and how you say it. Adapting a conversational, honest, and friendly tone will make your real estate email marketing seems more personal and less salesy (which is one of the biggest mistakes below). I’m not saying you should be overly casual and say, “What’s up, how’s it going’?” but also, don’t be so formal that no one can hear YOU in there.

Use Stylistic Techniques – Keep sentences short and clear but also pay attention to the rhythm and cadence of what you’re saying. Just read a sentence out loud to know what I’m talking about. Stylistic techniques can make sentences flow more naturally together.

Anyone who says you can’t start a sentence with “And” or “But” or “Just,” doesn’t know what they’re talking about. Use ellipses and exclamation points sparingly but use them to add stylistic effect if that’s how you speak! It’s not about being grammatically correct; it’s about what’s easy to read and makes sense to express your voice. Use whatever you can to make your writing more clear, interesting, and consistent with your brand.

Be Yourself. Are you…

Funny

Motivational

Down to earth

Information driven

Quirky?

Own it. Your real estate email marketing should sound like your brand, which should sound like you. To sound more like yourself, it’s important to write about things you really care about. Write down what you value, what you’re interested in, and how you can genuinely help people. A word of warning, though: People can sniff out insincerity and manipulation from a mile away. Don’t ever do that. Your success will be in direct correlation to your authenticity.

Leverage Vulnerability – Every now and then, it’s a good idea to share something about yourself that shows a little vulnerability, as if you’re sharing a super condensed blog post. Was there ever a time when you were in a bad position in life where the services that you now provide could’ve helped you? Use it.

Tell a Story – Another fantastic way to avoid the curse of sleazy sales language in your real estate email marketing is to tell an interesting story to demonstrate your point. If you can provide value, use a trustworthy brand voice, and tell a story within just a few lines, then you just wrote a masterpiece email. Take an email you sent recently and try to come up with a super short story that represents your main point. This exercise will make you a master at writing emails.

Understand the Sales Funnel for Better CTAs – What are the stages of your customer journey? I know you’d love to just send someone an email and then they decide to list their home with you, but that’s a big decision that requires more familiarity. It’s critical to understand the marketing sales funnel to formulate effective calls to action. You want to make the leap seem as small and secure as possible – the obvious correct decision. So, instead of directly trying to get someone to list their home in an email, offer a CMA or annual equity report – something free that purely adds value without a price tag – and focus your real estate email marketing content around that.

Focus on Subject Lines and Hooks – There are a few ways to create a great subject line/opening hook:

Urgency

Curiosity

Controversy

Exclusivity

Benefits

Personal

Transparency

Below are some examples of real estate email marketing subject lines for each.

Email Marketing Subject Lines for Urgency

The window of time to sell for more is closing.

Quality homes are disappearing from the St. Louis market.

Do not list your home if the agent doesn’t know this…

Email Marketing Subject Lines for Curiosity

The real secret to getting more than the Zestimate.

The biggest mistake when selling your home.

Email Marketing Subject Lines for Controversy

I’m not saying that you should ever say something controversial that would isolate a segment of your audience. What I’m talking about here is grabbing attention by addressing a pre-existing controversy.

Selling through a portal is a mistake

Your home might not be worth what you thought

Mortgage rates won’t stop investors (this one also raises urgency)

Email Marketing Subject Lines for Exclusivity

Only 2 Equity Review Spots Available This Week!

{{Name}}, I just had a look at your Zestimate…

Personal Email Marketing Subject Lines

How I’m handling the new law changes

How I helped a family fulfill their dream

When I couldn’t afford my rent

Email Marketing Subject Lines for Transparency

Just say what’s inside the email. No gimmicks. This is particularly important if the email is particularly important and must be opened. That is not the time to get clever and start putting benefits in your subject line. Stick with something clear and simple.

Common Mistakes Made in Real Estate Email Marketing:

Being Too Salesy – It’s obvious and we already covered it, but it needs to be said again. This is a huge mistake. If you’re constantly harping on about the benefits of your services using bullet points, you’d be better off not sending the email at all.

Going Too Long or Too Short – There is no “correct” length for your real estate email marketing. In general, shorter is always better for an email, but never let space get in the way of your message, your benefits, or your brand voice. If you can stick to just three or four lines, that’s amazing, but if you have a longer story to tell, use the space you need to tell it if the hook is good enough to keep people reading. Once you’ve written your email, go through line by line and cut any words you can possibly stand to cut. I’ll be you there is a way to rephrase sentences to heighten the clarity and save some space.

Lame Adjectives – Awesome, Stunning, Cool, Winning, Best. Be careful with these and use them sparingly. Sometimes a little sales language is warranted and emphasizes your point, but often it’ll make you sound insincere.

Always Asking for Something – The opposite of providing value is sending out too many promotional emails that only state the benefits of your products and services. This does not create a relationship – it makes you annoying and people will become numb to it. Now, you could say that your services provide value and by getting people to use your services, you are giving value-add emails. That’s a lazy excuse for running lazy real estate email marketing. Yes, you can include a CTA in every email you send but try to offer something else in each send, even if it’s just insights into who you are and what you value.

Losing Focus & Going Off-Track – Each email should have one focused topic connected to one CTA – unless it’s a newsletter. You should be able to easily express the intention of your email in one sentence and provide a clear next step for everyone who reads it.

A newsletter is a little different because it will contain multiple bits of information which are relevant for different audiences. Be sure to clearly separate and organize the sections here so that people can get hooked by the headlines that resonate most with them.

Your Marketing Controls Your Market. The strength of every email you send will determine the success of your real estate email marketing campaigns. And the strength of your campaigns across email and every other channel you’re working will determine the effectiveness of your marketing – and that’s the lifeblood of your business.

Strength and Courage

Wade

Real Estate Agents Mid-Year Assessment Time

Wade Webb on July 3, 2024

real estate agent mid year assessment 2024

Can you believe the first half of the year has come and gone? Right now, is a great time to stop and take time to review the progress you have made during the first half of 2024 in your real estate business. Pull out and review your original 2024 business plan, the key strategic initiatives, and tactical sales goals that you set for yourself as a REALTOR.

Once you set your plan in motion back in January, did you review your weekly sales and listings (prospecting), lead generation (rain making) and marketing (presence) as well as your monthly strategic goals? Congratulations if you have! If not, I highly recommend you take time now at the beginning of this month to review and reflect your progress from the first half or the year.

To make this easier, here is a free mid-year real estate Review and Reflection Assessment tool you can implement to finish the second half of 2024 strong.

Your Name: ______________

Semi-Annual Review Year _________________

In this first segment of your annual review, we will look back at your production in the first six months of the year. This will lay the groundwork for reflection and ultimately our planning for the remainder of the year.

Let’s start with the basic issue first, your real estate business income:

What was your NET income goal for this year?
What was your actual NET income achieved through June 30?
How many listings/representations did you secure through June 30?
How many closings did you complete through June 30?
What was your average price/lease value per closing through June 30?
What was your average gross commission per closing through June 30?
What was your average net commission per closing through June 30
How many of listings did you lose through June 30?

Now we will review your prospecting efforts through June 30.

What new clients have you added as of June 30?

How many prospect meetings did you have through June 30?
What percentage of each day did you dedicate to direct prospecting?
How many hours have you spent on the phone through June 30?

Now tell us about your personal marketing efforts.

How many relationship-building meetings did you hold thru June?
How many conferences/tradeshows did you attend thru June?
How many times did you send a postcard/letter, flyer, case study or article in the mail?
How many times did you email an article, flyer, case study or something of value?
What was the average number of pieces mailed in each mailing?
What was the average number of emails sent in each blast?

Finally, let’s look at how you spent your time through June 30

How many hours per week did you work on average?
What percentage of your time did you work IN your business –
Doing deals, prospecting, negotiating, fulfilling, winning business?
What percentage of your time did you work ON your business
Planning/creating?
Reflection

Defining your progress in the categories above will help us dig deeper into the reasons for your success or the challenges you faced

List 5 items that met or exceeded your expectations in through June 30

List 5 items that did not meet your expectations through June 30

What were your three most productive activities through June 30?

What were your three most unproductive activities through June 30?

Write a summary in your own words to recap what the first half of 2024 looked like and what is going to happen the second half.

Once you download it you can fill it in now and then again in 6 month increments to compare your progress as time goes on.

Let us know if you have any questions…

CLICK HERE FOR FREE ASSESSMENT TOOL

I trust this tool gives you some insight and some clarity to really see where you have been, where you are at today and where you want to be by the end of 2024.

Strength and Courage,

Wade

Agent Stress & Distress In Their Business

Wade Webb on June 26, 2024

When we talk about your health and the enjoyment of your life weighed against the stress required to run your own business, what we’re really talking about is eustress vs. distress.

They’re two different forms of stress, and stress is what today’s blog is all about. Because particularly in a market like this one, stress is a major issue for real estate agents. But here’s the main thing you need to take away from this blog: as a real estate agent (or a human being in general), stress is unavoidable, but the type of stress you feel is what makes all the difference.

Thanks, Wade, but that doesn’t really explain what eustress is… Don’t worry! Because we’re going to explore what it is, why it’s important, the negative effects of its counterpart, and what you can do to shift distress into eustress. But first, let’s start by establishing the full scope of what we’re dealing with here…

What is a Stressor?

At the most basic level, a stressor is something that causes a state of strain or tension. But you knew that right? As a real estate agent, you probably have a million different stressors in your life right now. So why is this so important? Because of what strain and tension mean when comparing distress and eustress.

Do you realize how powerful strain and tension are? They’re what you’re putting your body through when you exercise, making yourself happier, healthier, and stronger. But they’re also what happens to your body when you’re in a car accident or come down with a virus. The difference is the level and the type of stress.

It’s important to recognize that stress isn’t a one-size-fits-all thing. It’s a spectrum. You need stress to get things done and live a happy, purposeful life – you just need the right type and the right amount, or everything goes wrong.

What is Distress?

Distress is a destructive version of stress that’s become unmanageable and frankly unproductive. All the way on the right side of the spectrum you have distress – an emotion that was once reserved for helping us escape predators in the wild but has now worked its way into just about every situation in our lives.

Our bodies and minds are not meant to feel this kind of distress constantly. Do any of these sound like you?

Full of anxiety and worry.
Tired in the morning and sleepless at night
Don’t feel motivated to make your calls or meet new people.
Craving junk food
Constant brain fog
The pressure is too much.

If you said yes to one or more, you’re likely living in a state of distress. If left unchecked, this could have serious consequences down the road and even lower your life expectancy. But if stress is a spectrum, there must be a better option…

What is eustress?

Simply put, eustress is the positive version of stress that motivates you and fills you with energy instead of tearing you apart.

Eustress doesn’t have any negative health consequences. In fact, it fills you with more energy and often encourages behaviors that make you live longer.

People who live in a constant state of eustress almost always exercise more and even eat better – because they’re MOTIVATED to do so!

It forces you to step out of your comfort zone in an exciting way and become the best version of yourself. It lifts you up instead of crushing you, and gives you dreams of a great future instead of nightmares of potential failure. People don’t succeed without stress, but what separates high achievers from everyone else is that they’ve found a way to tap into eustress to eliminate their anxiety and keep pushing forward.

So, if it’s always a battle of eustress vs. distress, how can you tap into eustress more often? I have a few ways…

Tapping into Eustress…

Tip 1: Learn Something New. Sounds ridiculous to add that on top of everything else, right? Now is the perfect time, because the first step of moving from distress to eustress is to keep your mind in a state of receptive learning.

In Zen Buddhism, they call this “Beginner’s Mind.” But I’m not saying you need to learn a language… Learning something new related to your business is even better. And lucky for you, this website is absolutely PACKED full of resources for that… What’s something you’ve always wanted to try but didn’t know where to start? Hosting better Open Houses? Geo farming? Direct mail? Click those links to get free guides that show you how top agents are making big money using these lead gen systems.

Tip 2: Get Out of Your Comfort Zone. But Wade, if I’m already distressed, wouldn’t going farther out of my comfort zone just make it worse? It depends on what you’re going out of your comfort zone for… If it’s for chasing the same old thing without thinking it through then yes, it might. But if it’s to gain inspiration, support, and experience, then that’s the fast track to eustress.

Tip 3: Take Your MEDSS. If you follow my content, you’ve probably heard this one before, but it needs to be repeated over and repeatedly. It all comes down to the fundamentals – your MEDSS:

Mediation
Exercise
Diet
Sleep
Supplements

At its core, stress is a result of either dopamine or cortisol. Eustress is triggered by mostly dopamine and a little cortisol. Distress is the symptom of too much cortisol and not enough dopamine.

A lot of people think that dopamine is a “feel-good” neurochemical, but that’s not true. Dopamine is about motivation because it’s the reward your brain gives you for doing something good. But there’s a difference between good dopamine and bad dopamine.

Good dopamine comes from completing a task and producing creative solutions. Bad dopamine comes from junk food, TV, and dangerous prescriptions.

Incorporating meditation, exercise, a healthy diet, and at least eight hours of sleep into your schedule is the most proven way to reduce cortisol in the brain and heal your dopaminergic system. Robert Butler of the National Institute on Aging has said: “If exercise could be packaged in a pill, it would be the single most widely prescribed and beneficial medicine in the nation.”

Rutgers University conducted a study that found that people who frequently meditated experienced a 50% reduction in cortisol levels. So, if you’re looking to transmute your distress into eustress, you need to take the time to take your MEDSS.

Eustress vs. Distress: It’s a Choice. Just like anything else in life, the type of stress you feel and its effects on your health are the results of your behaviors. What you do is often what you get.

If you have anxiety but you’re not seeking help, meditating, or expanding your mind, then I don’t know what to do for you.

Normally on lists like this, I’d tell you to choose one of the above and run with it, but in this case, I don’t think just one is enough. You need all three – this perfect trifecta – to free yourself from distress and light the fire in your belly that propels you forward (and if you need help, you know where to find me).

Strength and Courage,

Wade

Agents Knowing What To Say & How To Say It

Wade Webb on June 19, 2024

Why are real estate scripts so important? Real estate scripts are misunderstood. They aren’t about making you sound like a cookie-cutter robot or not allowing you to be yourself. It’s exactly the opposite. They’re about giving you a framework for communication so that you can break the ice and get your message across clearly.

Scripts give you the freedom to be yourself without fumbling for what to say next. If you came here looking for some effective Tom Ferry scripts, you’ll get them. But this blog is also about how to use real estate agent scripts more effectively. Once you have a great script and know how to use it, that’s where your greatness begins to shine.

What are real estate scripts? Real estate scripts are pre-planned, practiced conversations or text communication with specific phrasing meant to gain a reaction or form a connection with a buyer or seller. Emails and texts are also scripts.

There is an art to creating good realtor scripts and an art to modifying them. Bad scripts either lock you into a corner or give you too much freedom in the wrong areas so that the conversation flows in unnatural ways.

Here’s a bad script:

“Hey Dave, it’s Wade Webb ABC Realty. How are you doing today?”

“That’s good to hear. Have you thought about buying or selling real estate recently?”

“Well in that case, do you know anyone who may be interested?”

How do you use real estate scripts?

A good real estate script on the other hand makes it easy to pick up the phone. Good scripts usually work in two different ways simultaneously: As a direct script you can read off. Important for hooks and value points. As a template that can be adjusted as the conversation flows.

Here’s the framework of a great listing script.

Make sure your script checks off these boxes:

Gives you a sense of comfort and certainty when picking up the phone.
Interesting opening hook.
Sounds natural.
Adds value.
Objection handlers
Clear CTA and next steps.

Now, let’s dive into some tips on how to make the most out of your scripts.

Use Assumptive Language – Assumptive language is about making the person you’re talking to feel as if they’ve already taken the next step, such as “When we get together” or “After we sell your home for top dollar.” It paints a picture in their mind.

Keep it Simple Over Text – When it comes to email or text messages, you got to grab them fast. Here’s an awesome appointment setting script that does just that. Go to Zillow and take a screenshot of a past client’s home with the price included in it.

Next, put the picture in the body of an email (not as an attachment) that says: “Zillow says your home is worth $______. Do you agree with that price? I have my opinion. What do you think?” Simple, clean, and EXTREMELY effective.

Prepare for Objections – The entire point of having a script is to be prepared and always know what to say next. But the issue is, conversations aren’t a one-way street. Objection handlers are scripts in themselves. You can find objection handler scripts of their own or you can create your own to match any script you may be using. If you want to see objections handled masterfully, there’s no one better than Mr. Exactly What To Say himself, Phil Jones. Check out where he shows you how to handle objections. As you’ll see, it often comes down to leading the conversation through progressive questions.

Practice and Roleplay – The only way your scripts are going to sound natural and make your life easier is if they become second nature. That will only happen through practice and roleplay.

Top agents dedicate themselves to roleplaying and helping each other fine-tune their scripts through practice, feedback, and testing objections. Hundreds of Tom Ferry scripts are available to members through our online learning platform. Be sure to have scripts prepared for all these occasions:

Prospecting cold-calls
Database CRM and AER scripts
Expired listings scripts
Real estate referral scripts
Open house scripts
Real estate text message script

Stick to the Truth

Brian Boero, the co-founder of 1000Watt, one of the leaders in real estate data and brand building, has said that truth is always the best script. I fully believe in that. Realtor scripts are not meant to make embellishments sound like the truth.

Instead, they should make it easier to confront hard truths head-on without fear. Get the Prospecting Training You Need. If there’s one thing that can give you confidence in making your calls, having meaningful conversations, setting appointments, and closing deals, it’s training.

Strength & Courage,

Wade

Agents That Are Out Of Sight Are Out Of Mind

Wade Webb on May 15, 2024

For almost three decades I have been in real estate, and you always hear about the people needing to know you, like you and trust you. In 2024 this is not enough to thrive in the real estate industry any longer. We are now in a time where it is imperative to an agent’s success the people know, like and trust you but now they also must see you!! Every agent needs to up their game in 2024 and find ways to be known, liked, trusted, and seen. Gone are the days you can get away from showing up and being seen by people. We are inundated with information, visuals, messages, and we are getting more and more guarded with our time, space, and attention…Out of sight, out of mind!! So how can we focus more on being seen in 2024 and capture their attention and be more top of mind? Here are my top ideas to be seen in 2024.

Morning Coffee Routine – every morning for the last 30 years I go to a coffee shop and enjoy hanging with the regulars. It never fails we end up talking about real estate and business comes from that time year after year after year. The secret is to be social and interact and talk to people. Not sit on your phone or in a book or on your laptop. The owners of the local coffee shop just last week asked me about a development land piece they just put an option on and what to build and need a proposal for marketing what we feel they should build. Not bad conversation for a $4 coffee and 30-minute conversation in the morning?
Coffee, Breakfast, Lunches – make a point to meet with your clients and give them the gift of your time and take the time to break bread with them. Easy to do but easier to not do day after day. Deepen that relationship with others and increase top of mind and make them feel truly important to you and your business.
Video email or text – 86% of communication is nonverbal. Tone, voice inflection, eye contact and body language and video delivers that punch! Why email and text when you can wow and awe your people with a video email or text. BombBomb ($) or Loom (Free) are great tools to use for this. Just a little secret your phone does video email and text too and its free!!!
Call – Are you ready for this crazy little secret? Your phone makes incoming and outgoing calls!!! Take the time to just call and say hi. Stop underestimating the power of the simple. Remember the old ad that said, “Reach out and touch someone”? Take the time and do it and make them feel important and cared for.
Handwritten Notes – The power of a personal handwritten note with your business card attached. Always gets opened, always gets read, show you took time and care and always leaves people feeling better than they did before. Sadly, this is a lost art and something that never dies.
Personal Mail – We never get mail anymore and if we do it is a bill. Mail that is personal like the handwritten note gets opened, read and if it contains something valuable to the receiver and not to you then it makes an impact in them, I guarantee it!
Social Media – It is not about looking what everyone else is doing and what you are posting. Dale Carnegie said, “people don’t care what I know unless they know that I care” Be seen and show them you care. Like, comment, message, and make them feel important to you. What would a quick Facebook message to someone asking them how they are doing? How’s their family? Anything I can do to help? How would that make them feel and how would you show up to people if you took the time to do it? PS in two years 100% of content feed on Facebook will be video. Do you post video content?
Client Events – Hosting annual client events like seminars, appreciation parties or my personal favorite, hosting their housewarming parties always makes an impact on others and a fantastic way to show up and be seen in 2024. Do you see them? Appreciate them? Add value to them? Make them feel like a rock star and host their housewarming party?
Deliver the Unexpected – every spring, summer and fall find an item and a funny tag to add to the item and drop by your clients place of work and let them feel the love! Every summer I love delivering everyone at their work place the BBQ triple packs of Ketchup, Relish and Mustard with a tag on them saying “Just ketching up and relish your referrals and not all agents cut the mustard” People at work ask who I was, what that was for and look at the tag and laugh out loud every time.
Give Back – The amount of people you get to meet and interact with when you are part of an event as a volunteer and the joy and sense of purpose you get from giving back is the perfect one two punch! I always end up connecting with someone new and someone old and such a great way to show up and be seen and make a difference.
B2B – I started my own business networking group and CEO mastermind groups to meet monthly and idea share and connect professionals in the community with one another. Such a powerful way to be seen and add value and be seen in the community and be the straw that stirs the drink in your community.

So, there you have it, ways to be seen in 2024. Show up and be seen and not just known, liked, and trusted in the coming year. I dare you to just try one of these ideas and let me know how it worked.

Feel free to add more comments on how you show up and be seen that works and adds values. Love to hear from you all!

Strength and courage,

Wade