HOW TO GO FROM 5% TO 60% MARKET SHARE AND DOMINATE YOUR FARM IN 2022. A def initive report.
CELEBRITYAGENT
celebrity agent /noun/ an omnipresent agent that maintains a listing market share in their farm between 10% - 60%.
INTRODUCTION The goal Becoming the “go-to” agent in your farm and having a consistent inbound flow of new listing leads month after month is one of the greatest feelings you can experience as a top producing agent. There is simply nothing else like it. That’s because when you have home sellers consistently reaching out to you and looking at you as
the
preeminent
choice
in
your
farm,
you
get
more
predictability in your business which allows you to scale, and ultimately create more f reedom in your life.
The challenges However, there are many obstacles you have to overcome before you can get there. First, you have to identify the ways to get your brand in f ront of homeowners in your farm. Second, you must gain their attention by knowing what to send them and when. Lastly (and most importantly), it’s having the consistency of sending it to them (which can be the most diff icult challenge of all). All of this can leave you falling well short of the mark and stop you f rom ever truly building your brand and scaling your business.
The good news Fortunately, though, becoming the Celebrity Agent in your farm doesn’t have to be as challenging as you think. Far f rom it, in fact. Simply by implementing the proper tried-and-tested techniques, you can become the go-to agent in your farm without drowning in Google and Facebook ad costs (which are unpredictable and often unreliable).
How would we know? Because, at Celebrity Agent, we’re experts at helping top producing agents and teams achieve celebrity status in their farm much faster and more reliably than online methods. Over the past two years, we’ve helped countless clients have predictability in their listing lead generation without the years of hard work and the trial and error most agents usually have to suffer through. We’ve written this report to share some of the powerful industry secrets we’ve accumulated during our time in real estate. The information you’re about to read will help you become the preeminent listing agent in your farm while making sure you avoid costly marketing mistakes that often waste tens of thousands of dollars.
What’s coming You’re about to discover: •
5 simple things you can do to become the Celebrity Agent in your farm – without spending thousands of dollars on Google or Facebook
•
The TRUTH about real estate “professionals” and why top teams usually fail at becoming the preeminent choice in their farm
By the time you’ve f inished reading, you’ll have all the information you need to kickstart your journey to becoming the Celebrity Agent in your market. Let’s get started!
5
5 SIMPLE STRATEGIES Celebrity status Some days, attaining “Celebrity Status” might seem like a faraway dream. But, if you implement the right strategies, you can get there far sooner than you think. We’ve outlined 5 simple, tried-and-tested techniques you can use to automate and dominate your farm and become the Celebrity Agent in your farm. Let’s f irst def ine what exactly a “Celebrity Agent” is. Our def inition of a Celebrity Agent is one who has a listing market share in their farm between 10% and 60%. The farm can be as small as 500 homes, though farms in the 1,000 to 10,000 range are more typical. The common thread of all Celebrity Agents is that owners in their farm know their name. Consumer psychologists call this knowledge “awareness.“ If your farm is not aware of you, you cannot be a Celebrity Agent. If you want to become a Celebrity Agent, or if you are one but want to increase your market share, read on.
1
BUYER DIFFERENTIATION
“In differentiation, not uniformity, lies the path of progress”
-Louis D. Brandeis
Differentiation Setting Yourself Apart Buyers are working against an extremely competitive landscape in today’s real estate market, going toe-to-toe with multiple offers, all cash buyers, and heavily backed investors. If you’re serious about becoming a Celebrity Agent in your farm and generating more listings, one of the f irst things you absolutely must do is differentiate yourself with buyers. Let me explain. Every agent in your farm offers the same value proposition to generate buyer leads… …a home search. The exact home search they can get by going to Zillow, Redf in, Realtor.com, or your IDX website. There’s no value proposition for them to use you over your competitors. Sure, your site may allow them to “save their favorite homes,” “share properties with a f riend,” or maybe “click one button to schedule a showing.” But if we’re honest with ourselves, it’s all the same thing. You’re still showing them the same properties that everyone else sees and will be competing for. But, what if you were able to give buyers a way to f ind the exact home they want without having to compete against anyone? Do you think an active buyer may be interested in hearing more?
The strategy Anytime you have a new buyer lead that knows their search criteria (ex: specif ic area/neighborhood, square footage, beds, baths, etc.), work with that buyer to f ind off-market listing opportunities. What is an off-market listing opportunity? Simply put, it’s any property in your farm that meets similar criteria to what your buyer is looking for. Once you have those off-market listing opportunities identif ied, simply send a handwritten letter to the current homeowner on the buyer’s behalf.
Example Mailer De ar Ne ig hb or , yo ur ho me t tw o bl oc ks fr om ou ab g in nt re tly en to My fa mi ly is cu rr d we ar e ve ry ke en fe is pr eg na nt an wi My n. to ns Wi on th e ba by ar riv in g. pu rc ha se pr io r to ed s. Fr om at ma tc he s ou r ne th le sa r fo g in th We ar e fin di ng no y ch an ce yo u ho me . Is th er e an ur yo ve lo we e, wh at we ca n se in se lli ng ? ma y be in te re ste d uld pr ef er , yo u 12 12 or , if yo u wo 555 ) 15 (4 at Yo u ca n re ac h me Gr ee n Ba nk er , at (D RE #: 119 28 24 ), Lo x Ma t en ag ca n re ac h my 65 0- 24 9- 79 91 .
Pro Tip: Select a phone number on the letter that goes to a voicemail that you, the agent, screens. Then simply engage that listing opportunity on the buyer’s behalf. When done consistently, you will not only have created a massive differentiated
w yo u re ce ive d he r wa y so I kn o eit se on sp re a te I wo uld ap pr ec ia a gr ea t ho me . my let te r. Yo u have
value proposition for the
Si nc er ely , Ke vin S.
opportunity with the off-
buyer, but you’ve now also generated a new listing
market home seller.
CELEBRITYAGENT
At Scale Using The Celebrity Agent platform, you’ll have a powerful tool called Buyer Concierge that will put this strategy on auto-pilot. You will have a custom Buyer Concierge website that you can send buyer leads to that will generate a custom list of off-market homes that match their preferences and are likely to sell based on several data points. We collaborate with you to generate a personal letter to send targeted homeowners on behalf of your buyer. The letter references you as the buyer’s agent. Homeowners respond by calling or texting you. You simply approve the proposed mailing with a single click.
With Celebrity Agent’s Buyer Concierge, you have a truly differentiated value proposition that your competition doesn’t.
2 FARM CULTIVATION
“Top of mind means tip of tongue.”
-Jonah Berger
Cultivation Nurturing Your Farm & Establishing Your Celebrity As well as having differentiation with buyers to generate listings, you also need to maintain communication with your farm in a way that adds value and separates you f rom every other average agent if you’re ever going to become the Celebrity Agent in your farm. This strategy is compelling because it can help you gain the lion's share of your farm in a MUCH shorter timef rame if done consistently.
The strategy Inform neighbors of unusual activity in the community, whether it is your listing or not. Many agents may not have the resources to over communicate with the neighborhood about listing updates, that’s where you come in. This strategy will help position you as the agent with their hand on the pulse of the real estate activity in their area. It’s information everyone wants to know but may not think about or have direct access to. Any unusual activity is an attention grabber and the prime opportunity to brand yourself as the Celebrity Agent and neighborhood expert.
Example Mailer #1
Ka th y, wo uld at 15 1 G Av e. If yo u me ho r’s ho ig ne ur I ju st lis te d yo ctur es or op en , in clu di ng pr ic e, pi me ho e th on fo tin lik e 54 2- 68 44 . or te xt me at (4 15 ) ll ca se ea pl le, du he ho us e sc
Pro Tip: Inform all the neighbors every time you get a new listing. Owners pay great attention to real estate
ro ug h tin g he re in Hi lls bo lis r he ot an ve ha to I’ m th an kf ul ar ! ot he r ag en t th is ye ny an th les sa re mo an d
activity on their block.
Th om as Ow en Lic en se 27 33 49 Ow en Pr op ertie s
the Celebrity Agent.
Seize this moment to reinforce that you are
Example Mailer #2
Ka re n an d Na te, g as ide tim e to e ho lid ay s, I’ m set tin th th wi ws slo e at e re as on As re al est ch of my cli en ts. Th ea r fo tes da up ice do cu sto m ho me pr , so my cli en ts ar e Re df in ca n’t ke ep up d an w llo Zi e lik s is we bs ite ho me va lue . un de re sti ma tin g th eir if yo u wo uld lik e my t to 65 0- 24 9- 79 91 tex a me d sen e as Ple t tex t it to yo u. llo w La ne . I ca n jus Wi on me ho ur yo of va lua tio n u th ink . It is hig he r th an yo in th e Hi lls bo ro ug h fa mi ly ha s be en #1 my at th ul ef at gr m I’ ar s. ar ea fo r o ve r 30 ye Ma x Lo (D RE #: 119 82 4) Gr ee n Ba nk er
Pro Tip: Ask everyone in your farm annually if they want a personalized home value report including a value based reason of why it’s important. Also, all letters should be “hand written” for highest open rate and consumption.
CELEBRITYAGENT
At Scale Using the Celebrity Agent platform, you can consistently communicate with and generate listings f rom Your Farm. Every time you get a new listing, the software will automatically generate and send direct mail to inform all the neighbors of your listing activity. This consistent communication with your farm will exponentially increase your market share of your farm. Agents already well-known in their farm can get away with as little as four hits to their farm a year to increase market share. Everyone else, however, should aim to create awareness and increase market share in their farm by reaching owners 12-24 times per year. One agent in an area of San Jose hits her farm weekly. Her market share is between 50% and 60%. That means that for every 10 homes that sell in her farm, she’s selling 6 of them. You can do the math on the ROI of that type of Celebrity presence.
With Celebrity Agent’s robust platform, every letter will have the highest conversion with authentically handwritten letters on your behalf. We never use fake fonts or scripted print.
3 COMPOUND EFFECT
“Small, seemingly insignificant steps completed consistently over time will create a radical difference.”
-Darren Hardy
Duplication Create A Compound Effect With Your Pending Listings Most top producers know that when you put a home into pending status, you should send some form of direct mail to nearby neighbors. However, there’s no rhyme or reason when executing this strategy. Most agents simply circle the home with a random radius and send the direct mail to everyone. More often than not, it’s just a postcard that talks about how many homes they’ve sold and how great theyare, which ends up being a very “vanilla” message with no direct relevance to the homeowners. Even the sold price won’t matter because the home may not be of similar size, bed, baths, etc. What if they’re renters? What if they just closed on their home? That direct mail is dead on arrival and a waste of money. It seems like a very loose strategy to spend money on.
The strategy Instead of sending to every home nearby, send a letter specif ically to other homeowners in the neighborhood with similar houses to the one you listed and ask them if they’re interested in knowing the price or snagging the disappointed backup buyers. Teasing other parties interested in a home similar to theirs will pique their interest. This strategy will speak to the demand of their specif ic type of home. It will not only drive their interest in the selling price but communicate to them that they may be able to sell much faster than they think.
Example Mailer
Mi ke a nd Da w n,
a re a t e ba y si de th a t th on es m ho E. Yo u o w n 1 of 38 in to es cr o w 16 1 t pu ill w I . et re fe nted le a st 2 70 0 sq ua e m a ny di sa pp oi er w e er th nd a ys y ou rs . A ve in a fe w da y si de ho m e lik e ba e rg la a ed bu y er s w ho w a nt oi nted e of th e di sa pp on ou y g in br m e to e kn o w : W ou ld y ou lik e te y ou le tt in g m a ci re pp a ’d I bu y er s? 61 9- 38 9- 34 62 es e t in Co ro na do th en g a 1 # e th to be I a m g ra te fu l la st 30 y ea rs . Sc ot t A ur ic h 74 ) (D R E # : 0 0 97 89 s Pa ci fi c So th eb y
Pro Tip: It’s important that you match your message to those you are sending communication to. When you blanket communicate the same message, the majority of recipients will disregard what you sent. Include information that is relevant to their current situation.
CELEBRITYAGENT
At Scale Using the Celebrity Agent platform, every time you put a property
into
pending
status,
the
software
automatically
generates and sends direct mail to owners of like homes and asks them if they are interested in knowing the price or snagging a backup buyer. We call this feature Neighbors Of My Listings. It allows you to use your current listings to brand and get new listings. Neighbors are very interested in sales near them, so you have their attention to show you are the top agent and continue to drive your Celebrity status.
According to NAR, 91% of all realtors never contact the buyer or seller of a home after closing.
With Celebrity Agent’s Neighbors of My Listings, your brand awareness will spread quickly throughout the farm with the help of effortless automation.
4
CONSISTENCY + RELEVANCY
“Being persistent may lead you to the door but consistency is the key which unlocks it.”
-Kenny Dasinger
Intention Past Client Consistency & Relevancy Per NAR, most transactions come f rom past clients and their referrals, yet 91% of agents never contact the buyer or seller after closing. Don’t fall into that trap, or it will cost you listings. There are few feelings as an agent worse than seeing your past client list with another agent. Staying relevant with your past clients is key, but being able to communicate that message consistently is where many agents fall short. That ability to keep in touch on a regular basis is what will ensure you are f irst on their mind when it’s time to talk real estate.
The strategy Make sure your past clients are aware of your industry activity. Although it may seem like a no-brainer, many buyers may not think to refer you when it comes to selling bigger homes or homes in another city/neighborhood. Often times there may be an agent that stands out before you when it comes to luxury homes. To solidify your expertise in any area of real estate, you must over communicate. Anytime you have a new listings, share it with your past clients. They may have already purchased, but they may know someone who is in the market.
Example Mailer
Ta ra an d Sh aw n, te d O ce an an d I w an 15 10 at ng ti lis w I have a ne or y ou have a fr ie nd se ca in w o kn ou y to le t ou ld lo ok in g . I f y ou w be ay m ho w r be fa m ily m em pr ivate en ho us e or have a op an by e m co lik e to . e at 61 9- 38 9- 34 62 m xt te se ea pl , ur to a cl ie nt an d to be as ou y ve ha to l I ’m g ra te fu ea rs . do th es e la st 30 y na ro Co in t en ag th e # 1 Sc ot t Au ri ch Pa ci fi c So th eb y s
Pro Tip: Don’t make communication to past clients too formal. Addressing all parties involved by their f irst name is a nice touch. Also, short and sweet is the key. It should come across that you wanted to keep them in the loop but not take too much of their time!
CELEBRITYAGENT
At Scale With the Celebrity Agent platform, staying top of mind with your past clients is simple using the Past Clients feature. When you get a new listing, the software automatically generates and sends a handwritten letter informing your past clients of your new listing. It includes a “VIP” offer to get a private tour or learn more about the property. These are owners in your service area who purchased through you. We keep you in touch with them because they are your repeat clients and the best referral sources with nurture. NAR 2020 report: "67% of sellers found their agent through a referral f rom a f riend, neighbor, or relative or used an agent they had worked with before". That means 2/3rds of all deals come f rom networking, NOT paid advertising. Show this group the love it deserves. This marketing strategy will reaff irm your market expertise and reinforce
that
you
are
the
preeminent
agent
in
that
neighborhood. So when it’s time for them to sell, or the topic of real estate comes up, your name will be the only one they think of.
Up to 90% of direct mail gets opened, compared to only 20-30% of emails.
With Celebrity Agent’s Past Clients feature, you’ll be top of mind with the clients most likely to refer you even more business.
5
KEEP THE SPARK ALIVE
“If we don’t take care of our
customers, someone else will..”
-Edgar Mitchell
Execution Keeping The Spark Alive Let’s talk more about how “91% of buyer agents never talk with their buyer after closing.” Although the industry average is that home buyers look to purchase again even 7 years, it’s still astonishing that the majority of agents never keep in touch. For agents, they see buying a home as a one and done transaction and they’d rather work twice as hard to build a new relationship with someone else than continue to enhance the one they already have. It’s imperative that you avoid losing touch with your actual past clients but why not use this statistic to your advantage.
The strategy Every time you get a new listing, send a letter to the buyers who bought your previous listings. You already have their information, so you have the opportunity to add value to them. You can already assume that based on the statistic their past agent is probably neglecting them as it is. So it’s your chance to add value, consistently communicate, and establish yourself as the top agent in that neighborhood. If you stay in touch with these buyers, there’s a very high likelihood that you’ll get the listing when it’s time to sell because who’s better to sell their home than the person who sold it to them?
Example Mailer
y, K a te a n d B en n in fo rm d I w a n te d to n a ve A D 0 0 I ju st li sted 5 fa m il y m em b er r o d n ie fr a u h ave 62. y o u in c a se y o a t 6 19 - 3 8 9 - 3 4 ed h c a re e b an in te re sted . I c 5 th your home on ld so ve a h to l es e I a m g ra te fu in C o ro n a d o th t en g a 1 # e b e th S tr ee t a n d to la st 3 0 y ea rs . S c o tt A u ri c h 974) (DRE#: 00978 ys P a c if ic S o u th eb
Pro Tip: Don’t assume these orphan buyers will remember you were the person who sold them their home. Also, it’s important to word the letter how you would talk to someone in person. These little touches will add more validity to the communication.
CELEBRITYAGENT
At Scale With the Celebrity Agent platform, you can take advantage of this untapped source of listings on auto-pilot. Using the Buyers Who Bought My Listings feature, every time you get a new listing, the software broadcasts a personalized, handwritten message to the buyers who bought your previous listings. As we’ve discussed, you can easily generate 7-f igures in commissions f rom this group. You are already the expert on selling that home. If you successfully sold a home, you are the expert on it and should be the listing agent again. But you must stay in contact with the new owner, or another agent (like the buyer agent) will muscle you out. Per NAR, most buyer agents never keep in touch with the buyer post-closing. Take advantage of this blunder. It's inexpensive and will create future listings guaranteed.
Only 44% of people can recall a brand immediately after seeing a digital ad compared to 75% of people who receive direct mail.
With Celebrity Agent’s Buyers Who Bought My Listings, you’ll automatically stay in touch with orphan buyers most agents will never reach out to again.
THE TRUTH ABOUT REAL ESTATE AND WHY MOST “TOP AGENTS” FALL SHORT OF THEIR TRUE POTENTIAL The reality Most agents are “transactional.” This means that they work to get the transaction, and once that transaction is complete, the relationship is over. There’s no more value to be exchanged. Years ago, the relationship began when the buyer closed on the home. The agent became the one-stop-shop to connect you to anything you would need for your new home. Need a plumber referral? Your agent’s got one. Need excellent lawn care or a sprinkler repair company? Your agents got you covered. Want to know anything about your home's value and equity? Your agent was just a quick phone call away. Ready to sell your home again? You wouldn’t even consider using someone else to list your home. You’d go right back to that trusted agent. So why doesn’t that happen today? Well, partly because of technology because information is so readily available. But primarily because of the agent. The agent closes the transaction and disappears off the face of the earth only to be heard f rom in a random email 2 years later when they ask if they’re interested in selling.
Think of it as a relationship. You spend so much time, effort, and energy during the courtship with dating, dinners, movies, meeting the parents, engagement ring, etc., then once married, stop speaking to them, investing time in them, or giving them any attention at all. In our personal lives, we would never be surprised if that person decided to look for attention/value elsewhere. But in real estate, we’re shocked if they go with another agent after buying/selling with us even though we gave them no attention after we closed the deal. It’s the same concept.
You must continue to stay f ront of mind, add value, and continue to communicate. Then you will be the only person they will call when it’s time to sell. When you do this effectively, you start to see a massive shifting of the tectonic plates, which elevates you to Celebrity status in your farm and allows you to dominate your farm. You will effectively outsmart your competition and become the number one dominant force in your farm and your market. You will have a marketing strategy in place that gives you an unfair mathematical advantage over your competitors. You’ll have a marketing model that’s engineered on sound unit economics, where you know you have an advantage over any other agent or team in your farm.
Going head to head with other agents in your farm is diff icult. The competition will grind up against your prof its and your margins. Stop competing. Less competition means more prof itability in the short term and long term. That’s what Celebrity Agent is all about. Moving into a farm and just flat out taking over, becoming the #1 apex agent in your farm. With these marketing strategies, you’ll be equipped to move into a farm and take actions that your competitors cannot rationalize. Other agents won’t understand how you can be so aggressive in your marketing. It’s not about paying more for your marketing; it’s about being willing to pay more for the right marketing to get the right clients. You’ll be able to move into a farm and acquire clients more effectively than anyone else. You’ll have a system that allows you to invest more while being prof itable. Again, it’s not about paying more. It’s about building a long-term relationship with a client and building a greater lifetime value f rom your clients. Most agents/teams don’t have a business. They have an offer… a one-time event. They do a transaction, and that’s the end of the relationship.
To have a truly scalable business, you need to engineer a model with a solid lead-generating f rontend and a highly engineered backend
that
constantly
communicates
with
past
clients,
delivering the most valuable and relevant information. This model will make you more revenue f rom the clients you do acquire. Having this insight forces you to have a long-term perspective on serving and engaging your clients. It’s about not just investing in the conversion of that lead into a client for the f irst time, but continuing to invest in nurturing that relationship with each client to ascend them through future transactions with you.
That’s what it’s about—adding as much value to a client as possible over their entire lifetime. You must deliver more value than anyone else in your farm so that you can get more prof it out of that relationship f rom a business perspective. (IE Greater LTV (Lifetime Value) = Ability to spend more to acquire them and other clients). That’s when you dominate your farm and squeeze everyone else out. Having a solid Celebrity Agent marketing strategy, you create a metaphorical moat around your business that will distance you f rom the competition. Other agents will give up marketing in your farm. They won’t be able to replicate your strategy/system/ marketing it took to dominate the neighborhood; all they will see is your market share increasing while there’s diminishes.
FINAL THOUGHTS A sincere thank you Thank you for taking the time to read this report. I hope you use what you’ve learned to not only increase your listing business, but become a dominant force in your farm while avoiding the common mistakes that most top producers make when trying to scale their listing business.
NEXT STEPS Claim now Claim your f ree, no-obligation 30 minute personalized demo of the Celebrity Agent platform, and we’ll show you how to become the celebrity agent in your farm. Here’s how it works. First, we’ll take a look at your business, do some “spying” on your competitors, analyze your target farm, and assess your goals with you. Then based on what you tell us, we’ll show you how the Celebrity Agent platform can be seamlessly integrated into your business to help automate and dominate your farm. There’s no catch. You won’t be talking to some high-pressure salesperson. You’ll be speaking to one of our highly trained real estate experts. They will not only show you behind the curtain into the Celebrity Agent platform but walk you through exactly what our platform can do for you to maximize your listing business at scale. At the end of the call, if you both feel that it’s a good f it, you can discuss what that opportunity would look like. NOTE: Before you schedule a personalized demo, you must understand that this is only for agents and teams that are SERIOUS about rapidly increasing their listing business and setting themselves up for long-term success. We’ll do the heavy lifting, but we need your commitment and dedication to truly skyrocket your prof its using the Celebrity Agent platform. If you’re not ready for that, please don’t waste your time.
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"In my first 90 days using [Celebrity Agents] Buyer Concierge I found an off-market home for one buyer, and converted another buyer who had been working with an out-of-town agent into my client simply because I offered to send letters for her. I also generated new conversations with 25 homeowners in my farm who I had never previously spoken with, 8 of whom I am now actively working as new listing opportunities. I could not be more excited!"
-Mary Jo Morgan | Realtor Owen Properties, Coronado, CA