Turn Every Listing & Buyer Into A Second or Third Transaction

Turn Every Listing & Buyer Into A Second or Third Transaction

I want to bring into your awareness here, we’re going to go over to
the By Referral Only website. And I was talking to my
friend, Dean Jackson, I just did a podcast with Dean yesterday. He’s got a podcast called
More Cheese Less Whiskers. (laughs) And Dean is a he’s an ideologist. He’s just a he’s got an idea a minute. And we had a really cool conversation. And I had asked him, I said you know, ’cause he was the I’d say the co-inventor. And Dean and I worked on getting listings. We started putting that program together. Gosh that’s been almost 20 years ago. And we’ve been updating it and gradually improving it along the way. I think Dean’s using
some of the same stuff he was using 20 years ago. But we’ve created all new templates and all new handouts for you. But I was talking to him about all the all the different marketing
things that are available and in he’s right on the cutting edge as well as we are, and I, he said, you’re like, god out of everything that is out there, he still believes that what we’re doing with the gardening program,
that’s the cutting edge. So we all know the
difference between farming a 1000 homes with the
Getting Listings Program. but are you aware that
gardening the 20 homes where there’s currently
business occurring. So if somebody has their home for sale, we have a listing right now. The 10 homes to the right,
the 10 homes to the left or the five to the left,
the five to the right, to 10 across the street, the 20 homes, I call it the impacted 20,
the 20 people around that home are your best possible opportunities for finding your next client. There’s so much research that says that when a sign goes up for sale,
within eye sight of that sign, another home will appear on the market within the next 90 to 180 days. Like almost 70% of the time. You could do a little
NAR research on that. And it is so in alignment with what actually occurs in the psychology of putting your home in the market. So if you have a listing, how many of you currently have a listing right now? How many of you have a
listing, just let me know. Yay, nay, yeah. Got a listing, so Luke’s
got a listing right now. Anita’s got a listing, Dallas has, okay Peg’s got a listing. Okay so if you were just
to take that listing where you have right now,
under contract or not, that sign is in front. I’m imagining yeah, you
have a sign in front. And now these 20 people are
engaging with driving by it, seeing it, noticing it, and
there’s a part of our brain called reticular activator. That’s the, the part of the neocortex, the front part of our brain that notices things, that
bring things into our awareness that we didn’t notice before. It’s a pattern interrupt. There’s a sign in front. And the first question people ask is “Why are they moving?” That’s the first thing they ask. Second question is, is just,
“How much are they asking for?” Next question they ask is,
“Where are they going to?” Next question they ask
is, “Is it sold yet?” That’s the conversation that’s going on inside the impacted 20. And the strong, smart marketer
recognizes those questions and they’re proactively
answering those questions to the impacted 20. And so we’ve created a whole system called the Gardening Program. And I’ll take you over there. If you haven’t seen this in the past, this is what the gardening
program looks like. This is right over on the
By Referral Only website. And in the Gardening Program,
we have all the tools all laid out for you. And first thing that we look at is this what we call the ROL, the R-O-L, the return on listings formula. So we play a game. We put the client’s name down. And we get one point
if we sell the listing, if the listing gets sold. We get one point if you
sell your own listing. You get one point or
whatever number of points you want to give yourself. You get one point if you found a buyer, but they bought a different home. So you met the buyer at the
open house of your listing but they went out and bought
another home from you. You get one point if you
got a buyer’s listing and or you get a listing
in the neighborhood. So if you find a buyer,
and you list their home, you get a point or you get a listing inside that neighborhood there. And then you get one
point for seller referral. So you got a possibility for five points. So that would be hey I got my return on that listing was five points. And it’s a really good
exercise to always look at your last 10 transactions. Last 10 clients, putting down their name, and seeing what your current
return on listings is. So if you scored five
points all the way down, and we divided, 50, that’d
be 50 points divided by 10. Your current ROL is a five. That would be a very high return on listings. Like Charlotte right now is
at 3.2, Charlotte Bouchez at 3.2 is her return on listing. And the 3.2 represents tens of thousand dollars in commission. So playing a game of putting
the home on the market and now I’m going to
garden to the impacted 20 in an attempt to rise my ROL. Get the ROL to rise. And it’s just a wonderful game that you can play with yourself and then, we have all of the tools here for you. So the first letter that
goes out to the area there is called the why we are moving letter. Ah Dan, did I bring that
up or did that go on top? – Yeah we see the web page right now. We don’t see the letter opened. – Ah we’ll come back
and open up that letter. I’m got to switch service. Okay here’s the letter. So you might be wondering
why we’re selling our house. Of course they are. That’s the first thing that people ask. Why are they moving? We’re your neighbors at 1515 Devon Street. Now the reason you want to let people in the neighborhood know
why their moving is, you get to control the narrative. You tell the story
before they make one up. So absent of a story,
there’s 20 different stories in the neighborhood. And you could have a person that’s moving because they’re having
a financial difficulty, but you frame the letter
saying that they decided to relocate into a smaller,
less stressful home. So you control the narrative,
as opposed to letting them make up the narrative. So and this letter says we’ve lived here for 17 years, you could put that in there. Loved every moment of it, and
watched many of our neighbors do the same, and then you
customize the next paragraph. We decided that while we’ve enjoyed living and raising our children here, our children are now at the age that we’re heading to college and
we’re empty nesters, and we miss our extended family, located in Knoxville, Tennessee area. And we decided to move back
home when our house sells. We’ve selected Dan Paris,
with the Dan Paris team. We’re confident Dan Paris will look out for our best interest. And then you put your name in there. Dan encouraged us to
write this letter to you because 25% of the time,
homes are sold to friends of those who live in the neighborhood. And they, or he or she wanted,
Dan wanted to make sure that you have an opportunity
to pick your new neighbor. Soon, you’ll notice a for sale sign go up in front of the house, but
before we make it public, we want to tell you first
because you have a friend or a family member or a
colleague who would love to live in this neighborhood. We’ll be having a private
open house for just our closest neighbors soon. Dan will be sending you
a private invitation, so keep your eye on your mailbox. We hope you can stop
by for a cup of coffee because it will give you a chance to see what we’ve done to this house, plus to say our goodbyes, sincerely. Now this letter, you’re producing it. You’re creating it. You’re putting it in an envelope with their return address on it. And you’re mailing it out to the 20. You’re turn-keying this for ’em. The advantage to them is, they
get to control the narrative and also 25% of the
people who sell their home sell it to a person who has
a friend or family member or colleague, an acquaintance that wants to live in that neighborhood. And so they know that. So it’s a wonderful tool that can help you find a new prospect but more importantly, what you’re looking for, there’s 20 people living around that area,
you want to show them exactly how you market. Oh they’re going to have a
direct experience of you. So that’s the first letter that goes out. And then we have the private
open house invitation. Go back here, choo. And you’ll see all the tools
are all laid out there for you. We’ve got the Private
Open House Invitation. How you can help your neighbor letter, the Instant Open House Flyer, Meet my Team. The Info Box Flyer, What We’re Doing Now, the Sold Letter, the CMA Letter, the New Buyer Letter, Meet the Team Buyer Letter, the Buyer CMA Letter. So what we want to do is
when we take a listing is have one, two, three,
four, five, six, seven, eight, nine, 10, 11, 12, 13 communications with those impacted 20 while the home’s on the market. That is marketing. That is focusing in on
a small group of people who have the greatest probability of taking action next. And so I call it gardening,
gardening as opposed to farming. When we garden, we look at a small, this is my tomato patch. Over there’s my corn,
over there’s my soy beans. All of it’s my farm, but I’m
just going to work on tomatoes, and pay special attention to that. So Dan, anything coming up there? – Yeah Joe, so as you were going there and showing all the
documents, I was going into the background and I,
here I’ll share my screen with you real quickly and
just see if I can show you all the videos that are
associated with this. So Joe was showing you
the course resource list but everything that Joe was talking about, there’s five hours of
really high quality training that Joe’s put together where
he’s going to walk you through in class number one, your
introduction to gardening. He will walk you through your
return on listing worksheet. He’ll walk you through
every one of these documents so every time that you
kind of want to go in and see this program, we’ve got it systematically laid out for you, in these high quality videos like you see here on your screen. – Yeah. So if you don’t have a listing right now, that’s where collaborative
relationships work well. If you have an agent in your office that you collaborate with that you, when they go out of town,
you partner for them when you go out of town,
they partner with you. And if you have an
agent who has a listing, tell ’em you’d like to garden around it. And put their name on everything, but you turnkey the system for ’em. You turnkey the whole thing
and you put their name on it, and maybe if anything comes out of that, you negotiate with
them, and maybe they get a 20% referral fee from them. Or split it 50-50,
whatever you need to do. if you don’t have a
current listing right now, that’s where you want
to point your energy is where there’s current activity (laughs), you’re going to find more activity. You know I tell a funny
story inside the course. There’s a guy that I
know, what’s his name? He’s the, Dan Kennedy tells this story. Dan is a crazy direct marketer
I spend a lot of time with early in my career and
Dan tells this story about his love for horses. And he goes off to horse
auctions all the time. And whenever he goes off to an auction, his wife always says, “Don’t you dare bring back another horse.” and Dan goes to the
auction, and what he noticed was this guy who was the
busiest of all the kiosks at the horse show, this
guy had people three deep all the time, what do you think he sold? He sold women’s jewelry. And Dan, god he says
like if you buy a horse, you better bring your
wife back a necklace. It was (laughs) and so it’s about marketing to the right people like at the right time. You’re at the horse auction. You’re going to buy a horse. You’re spouse or your partner said, “You better not bring one back.” so you come back with a
necklace or a bracelet or earrings or something like that. And it just lessens the blow. So, “Hey honey, I went to
the horse auction today “and look what I got you. “Yeah, oh what’s that behind me? “Oh that’s our new Arabian Stallion.” (laughing) I love that thought, yeah. – Travis is asking, “Can you do this program after the home’s “been on the market for a while?” – Yeah, don’t you think, I mean. You missed out on the,
you missed out on the the initial private open house. You can still do it if you choose to. But there’s something
magical about inviting the neighbors over before
it goes on the market. There’s like this privilege that they have jus because they live in the neighborhood. So don’t let that impede you. Go look, there’s 14 different steps inside the Gardening Program. You may choose to only work
with five or six of ’em. Or seven or eight of
’em, whatever you choose. But remember the goal is to raise the ROL, the return on listing. And so when you use all 14,
that’s where you’re getting your biggest impact. But again, be you’re like take a stick pin and put it on a map, stick pins on a map. Where all the listing that
you’ve taken in the last year and just know, and then
go do a little research, like two years ago when
you took a listing, how many of those 20
people have already moved? It’s going to hurt when you see the data. It’s going to sting a little bit and because you may have listed the home and left the neighborhood. Instead of listed the home
and garden the impacted 20. But you don’t have to hurt anymore. You can just start to sell, okay I’m going to add
Gardening to my program.

Daniel Ostrander

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1 thought on “Turn Every Listing & Buyer Into A Second or Third Transaction

  1. getj2002 says:

    Referral Maestro.

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