Today we’re going to discuss growth hacks. What the heck is growth hacking? Growth hacking is a way to hyper-grow your business. There are 12 key strategies to accomplish that. The first strategy we’ll cover is marketing. At the end of the day, if you don’t have a rock-solid marketing game plan and your marketing game plan doesn’t match the psychological profile of the client that you want to attract — good luck scaling your business over the long haul.
So we’ll begin by trying to understand the psychology of the home seller and what it takes to market to them the right way. Here’s the deal, if you don’t do this, then your marketing plan will most likely fail, your ROI will go down and you will get crushed financially. If you don’t have some of the key things we’re covering here, then failure is inevitable. So, make sure you tune in and listen closely.
One common mistake to avoid when you’re putting your marketing plan together is making the primary motivation about you. That’s mistake number one. Here’s how that works: we talk about how long we’ve been in business, how good we are, or how many transactions we’ve made. Now that information does have a time and place. It should be a part of your marketing gameplan. But if it’s at the forefront of your gameplan you’ve lost the game, here’s why. Sellers have access to so much information and opportunity that they will pass you by if you’re not doing something to catch their attention.
Homesellers start making decisions based on your personality and not from listening for what value you can offer them. I will submit to you that if you don’t follow what I’m sharing with you, if you don’t implement it, over time, it could cost you millions of dollars in transactions, marketing dollars and profit.
Before you build your marketing plan you need to identify the psychological profile of the person that you’re want to attract. So let’s first focus on Expireds and FSBOs. When I first started my brokerage, although we were scaling for homebuyers, Expireds actually became a huge part of our growth. We got so good at managing Expireds that I could get on the phone, attract four out of seven and literally be out on an appointment the very next week, next day, or even the same day. In some cases, we would begin listing the same day that we first made contact with them.
So how do you do that? How do you get good enough? How does your marketing prospecting message get that good? Well, it starts with a focus on the psychology of the homeseller.
The first step is to ask ourselves what are some of the key problems Expireds are having? Most likely, communication with their last agent was probably a big one. We know this because, statistically, the number one problem that homeowners with an expired listing report that they had poor communication with their agent. They further report that the agent just stuck a sign in the yard then disappeared. So how can your marketing plans speak to that issue? Homesellers are thinking about it. Before they consider engaging the next agent, if they decide to go that route again, that agent will need to prove that they have excellent communication.
Listen to the full training video to hear the other steps that help agents better understand and account for the psychology of the homeseller. Better yet, just get the full Master Class at ulmmasterclass.com to access the entire Ultimate Listing Machine blueprint. The ULM Master Class covers the 12 Key Strategies for success.