It took me 90-hours of work but it was finally done! My real estate website was looking amazing! I DIY’ed it, and saved $4000 dollars, I thought to myself as I sipped my cappuccino in my local café. I couldn’t wait to launch it and let all my clients and peers know that I not only have the skills to pay the bills in real estate but I could easily moonlight as a web designer. Boy was I wrong! 

After what I considered a “successful” launch, I was ready for the leads to start flowing in. In the next 3 months I succeeded in getting one lead from my cousin. Who used a fake email to sign up for my email list. After consulting with some web designers and spending a bunch of money trying to fix the issue I was able to turn it around. Now my website converts at a higher level than it has ever done before, and I no longer have to pay a premium for leads from sources like Realtor.com and Zillow. So, here are the 5 tips I've learned that helped me take my website from zero leads to a lead capturing machine. 

Tip 1: You do not have to build your real estate website from scratch. 

This one might seem like a shock to you and it was a hard pill to swallow myself. I spent a week of my life building a website from scratch and apparently I did everything wrong. I overcomplicated it and I was ignorant of what makes a website stand out and convert. I thought it was the colors and copy that would pluck people off the internet and into my sphere. Although color and copy do assist in branding, it's less important than setting up a page that is geared to obtaining your prospect's information. 

There are many services out there that have optimized the proper conversion set up so you don’t have to. These pre-made websites allow you to do everything that Zillow does without breaking your bank, and messing it up yourself. Sometimes a simple approach works better. One example is Kvcore. It is an amazing all-in-one service that can help you create a great-looking website that is simple and converts. There are many of these pre-made website options available, it just requires a bit of research. 

Tip 2: Your homepage is not the most important page on your website. 

Many agents are guilty of this mistake. I was even guilty of it as well when I first started creating my website. When you think of the home page you think of the face of your website. It is the digital brochure of your business but what happens to most brochures? That's right, they get discarded, and thrown in the trash. 

A website is no different. Don’t spend a ton of time making your homepage perfect, because most traffic is not going to land or spend a lot of time there. Most traffic is generated through blogs, vlogs, paid traffic, and landing/squeeze pages. Which we will go over in the next tip. 

Tip 3: Utilize Landing Pages and Squeeze Pages. 

As mentioned above you should never send traffic or potential prospects to your website’s homepage. As attention spans grow shorter in our society our approach as Realtors has to be more direct. Prospects are jumping onto your website looking for something distinct, whether it be properties in a specific area and price range or information on closing costs. 

This is why landing pages and squeeze pages are so valuable. Usually, when someone ends up on this page there is literally only one thing to do: Browse for properties or give their information in order to obtain something. The prospect will not be distracted by your bio, contact information, and other irrelevant information (Now I’m not saying your bio or contact info are irrelevant, but they distract from being able to collect the lead’s contact information). They are getting what they want faster and it is overall a better experience for them. 

Tip 4: Make sure your website has an IDX solution. 

If you still decide to DIY your website make sure you have a live feed of MLS properties on your different pages. If your website only consists of forms and info pages you are really doing yourself a disservice. There are many IDX solutions to choose from. If you would like something basic I would recommend IDX Broker. It works with many different template websites and is simple to use. 

Tip 5: Don’t shy away from paid-for traffic! 

Most people think once they create their website prospects are just going to find them through the power of the internet. That may have worked at the beginning of the internet and when AOL dial-up was the only way to log on. However, now there is more competition and floods of people creating websites about real estate, daily. Paid advertising is one extremely good way of helping your brand stand out among the competition. Facebook, Google, and Youtube Pre-Roll Ads are the top three paid traffic sources of driving traffic to your slice of the pie.  

The more people see your landing pages and content the more conversions you will have. Which will inevitably lead to more business. 

Are you thinking of building your own website using a platform like Squarespace, or opting to use a service like KvCore? Let me know in the comments below.

It is said that 90% of what you say has nothing to do with your words and everything to do with your tone and your body language. As real estate agents, we have to better understand how we come off to people and master the art of “what do I do with my hands.” So let’s break down a couple of body language tips you can start being aware of during your door-knocking sessions so you can turn more opportunities into closings. 

What do I do with my hands? 

Our hands usually make things awkward a lot of the time and the reason is simple.  Your hand gestures are the most fluid things we possess.  When we're explaining something we usually use our hands to emphasize and highlight our points and desires. We're going to want to keep our hand gestures to a slightly moderate and relaxed movement. We don’t want to overdo it on our first substantial meeting – and we don’t want to look like a robot soldier either. Loosen up a little.

Another thing that you want to avoid is putting your hands behind your back or in your pockets. Some people might see this as threatening and that is not the look we are going for when trying to win listings. Trust me.  

Some other key things to look out for and avoid are crossing your arms, pointing, and keeping your hands in a fist. Those are all seen as combative and stand-offish. Keep your palms out and visible while speaking and if you most point use your whole hand to do so. 

How should you stand?

As we mentioned before, we are not robot soldiers so avoid a rigid stance. Try to keep a bounce in your knees and avoid slouching as that is not appealing.  Stand square with purpose close enough to the door that it can swing open and far enough back that they can hear you clearly. I knew an agent that used to step way too far away from where he would almost have to scream “Are you looking to buy or sell in the near future?” Don’t be like him! 

What should you do with your eyes? 

This is the most intimidating thing about in-person sales. Looking your prospect in the eye can be one of the most difficult things a salesperson can do. Don’t worry with the following tips you will be a pro in no time. 

They say the eyes are the window to the soul and it’s true. So try to make as much eye contact when speaking to the prospect. I try to stare into one of their eyes and/or the upper cheek. I make it a focal point. It is okay to occasionally look away as long as you bring back your gaze. 

One big thing to avoid when door-knocking is wandering eyes. Make sure you maintain eye contact with the prospect and do not look into the house, backyard, or at the car in the driveway while you speak. It is awkward and a sure-fire way to mess up that interaction. 

If you follow these body language tips I guarantee that you will be able to build more relationships which will lead you to more deals closed. So, go out there knock on some doors and for the love of everything good keep your hands out of your pockets.

Let's settle the debate: Which one is better? Facebook Ads or Cold Calling when it comes to generating leads for your real estate business. Personally, I'm a big fan of Facebook Ads, but I've also seen success with cold calling.* In order to answer this question we actually need to explore 3 other questions that will help us answer it.

*Cold Calling, for the purposes of this article/blog/video, means prospecting for Expireds, FSBO's or Geo/Circle Prospecting.

#1 Which One Costs More?

I can tell you with honesty and experience that Facebook Ads are going to cost you more per lead. You may come across some agents who shout from the social media roof tops that they're spending pennies on the dollar "98 cents per lead!!" with their Facebook Ads. Today, especially with all of the iOs changes from Apple...this is less likely. You're probably going to wind up spending closer to $2 - $8 per lead. In some markets and with some ads, you could even spend $15+ per lead. That's STILL GREAT!

It's especially great if you compare it what you'll be paying per lead if you subscribe to a service like Zillow Premier Agent, Realtor.com, or Bold Leads.

Cold Calling on the other hand, means you can subscribe to purchase a list of homeowners every morning and for the number of contacts you make versus what you're spending per contact....now THAT is leads for pennies on the dollar.

#2 Which One Requires More Time?

Facebook Ads are definitely more of passive lead generation strategy. Yes, you do need to make time to call and follow up with the leads you receive, but you're not sitting there attached to a dialer all morning.

When it comes to Cold Calling you'll want to make sure you're focused on this activity for at least 3 hours a day for a minimum of 4 days a week in order to see results.

#3 Which One Requires More Skill?

Now this question is definitely up for debate...but my vote is that BOTH of them do. Here's the thing, if you don't have the ability to convert then you're going to have a hard time finding success with either option.

Cold Calling is going to lead to more practice converting leads into appointments. If you have a large or unlimited Facebook Ads budget then you'll get a fair amount of practice there too. 

Truth be told, you're going to build your database a lot faster with cold calling than you would with Facebook Ads.

The Verdict

Even though I love Facebook Ads, and I believe they work (they've worked for me and Alex), I have to say that Cold Calling wins this battle. It's important to understand that if you're looking to be successful in your real estate business the idea is to build your database. I'd actually recommend doing BOTH!

Look at Facebook Ads as a supplement to your daily prospecting activities. Cold Calling is the equivalent of eating your dark leafy greens for a balanced diet, and running Facebook Ads would be like taking a daily vitamin!

Interest in learning how to run your own Facebook Ads? Sign Up for FREE here.

Door Knocking has been around since the beginning of time - well the beginning of doors & sales... Many do it, but not many sales professionals do it very well. In my career, I have closed hundreds of thousands of dollars that are directly tied to my door-knocking efforts. However, there is one method that outshines the rest and that is the Open House Door-knocking Strategy. With this strategy, you can build relationships, find buyers, and find sellers, all while marketing and branding yourself the community that you are targeting. The strategy is a 4-step process that anyone can start weaving into their business immediately and start seeing results. 

Do Your Homework. 

The first step in this strategy is to map out and research the area that you will be door knocking. I usually pick out 300-500 homes around the open house. I also use tools like Remine to find out which homes have high equity and/or are in pre-foreclosure. This will help me pinpoint and markdown any homes that have a high probability of wanting to sell in the near future. 

Create Your Marketing Material(s) 

Now that your homework is done, it is time to get your marketing assets in order. I usually have two assets with me for this strategy a fire flyer and a thank your letter or card. If you are not familiar with a fire flyer it is basically a handwritten letter that breaks down some type of announcement with a call to action. You'll photocopy it to be able to send it out to multiple households.

Example:

Hey there, 

I actually have a property that I'm having an open house at this weekend [Insert Date and Time], If you know someone that's looking to move into the area I'll be happy to schedule a private showing for them

P.S.  if you're looking to take advantage of the market, please shoot me a text or call at [Insert Number] =)

Your Local Realtor, 

[Insert Name] 

Those letters will be used for prospects that you have not been able to meet in person during your door-knocking campaign. The Thank You Card or Letter is a pre-formatted handwritten letter that is pre-stamped (USPS stamps). If you have a good conversation with someone and/or they express interest in selling or buying in the future you will send the thank you letter/card immediately after your door-knocking session. This will help you stay top of mind and leave a lasting impression. 

Do The Groundwork. 

Now that you have everything prepped, it is time to go out there and promote your open house and speak to the neighbors. I have a script that I use and you are more than welcome to tweak it and use it however you want. 

--- Script is shared in the video above.

Time To Take Inventory. 

Once your daily door-knocking campaigns are done make sure that you keep all the people you meet in your CRM. Remember, fortune is in the follow-up and lasting relationships are built with communication. Make sure you keep detailed notes on your potential clients and keep tabs on them. If you stay in contact diligently, when they are ready they will reach out to you. 

So there you have it, that is my exact Open House Door Knocking Strategy. If you follow the steps above I can guarantee success as long as you stay consistent at it.

Now go out there and build the relationships and community around your expertise. If you have any questions connect with me here. Wishing you many accepted offers, closings, and happy clients! 

Fire Flyers are one of the most simple and effective ways to brand and market your real estate business. It only requires 4 things: Paper, Pen, Business Card, and a Printer for multiple copies. No designing, or complicated campaigns. Just simple mailers that convey what you can do, and what you want – which is more business.

Due to the personal nature of a handwritten letter, more prospects are likely to read through your messaging which by the law of numbers will up your conversion ratio. 

Just like many marketing strategies, there are right ways and wrong ways of using them. I’ve used fire flyers for years and have figured out many do’s and don’ts to the method. If you get this right, and become consistent with your efforts, I can almost guarantee hundreds of thousands of dollars worth of commissions. 

Fire Flyer Don't #1

Do not overcomplicate the message! You do not want a 2-page detailed essay on why you are trying to get the prospect’s attention. You want to keep it short, concise, and straight to the point.

Example: 

Hey there [insert prospect's name if possible], 

My name is Alex. I'm a local Realtor® and I sold the house right down the block at [Insert Address]. I have a couple of buyers that are interested in moving into the area. [Short Direct Story] Would you happen to know a neighbor looking to sell? Are you yourself looking to take advantage of the market? If you are, or you know somebody, please give me a call or shoot me a text at [Your Number].

Your Local Realtor®, 

[Sign Your Name] 

Fire Flyer Do #1 

Attach a business card to the base of the flyer. You can also design a footer that has your picture and information on it in case your prospect wants to reach you in alternative ways. Having your information on every piece of marketing and branding that you send out is mandatory. Fire flyers are no different. 

Fire Flyer Don't #2 

Please do not type up a message. The whole point of this marketing piece is for it to look handwritten. The goal is to get people to read it. I’ve had many agents on my team attempt to type out the Fire Flyer because of their insecurities in regards to their handwriting. This is a mistake because your conversion ratio is going to drop. You might as well just send out postcards instead.  

Fire Flyers Do #2 

Make sure you follow the Law of Numbers. Although Fire Flyers will help you have a higher conversion rate (since they are hand-written), you still want to try and get in front of as many people as humanly possible.

I also highly recommend utilizing Fire Flyers while Door-knocking. The two methods create a marketing synergy that will allow your personality and individuality to shine through. 

Fire Flyers Don't #3 

Do not send out this message multiple times throughout the year. Your goal is to make the prospect feel that you are reaching out to them individually. If they get the feeling that you are copying and pasting the message, you are going to lose the desired effect of the Fire Flyer. Although that repeating method may work with post-carding it will hurt your chances of getting business with the Fire Flyer method because prospects will be less likely to read through your messages if they see them as "spammy." 

Fire Flyers Do #3

Having a campaign is paramount. You should have a text campaign, email campaign, and postcard campaign. A Fire Flyer campaign is necessary to maximize your results. Having different templates could really add to your marketing tool kit. I recommend having ones for just sold, just listed, a buyer looking to move into the area, an open house, and an under contract letter template at the ready.

Imagine a prospect receiving multiple handwritten letters about what’s going on in their real estate market. It will do wonders for your business. 

If you are looking for a new marketing and branding method, utilizing Fire Flyers might be a good idea to add your personal flair to your marketing plan. In a market flooded with real estate agents sometimes utilizing methods that seem outdated, old school, or “too time-consuming” might make all the difference in your business. Now go write out that one handwritten letter that might change your business forever.