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How I Just Added 16 New Listings In The Last 3 Weeks... All Virtually

 

As Florida areas see executive orders expire, are you prepared to open your office doors?  Are homeowners and homebuyers ready to meet face-to-face with you?  

Today, it's critical to ensure your business can continue to grow, regardless of how your clients want to meet... or e-meet.  

Krista Mashore is back and wants to show you how her team has added 16 new listings in the past few weeks, all via virtual meetings.  Krista will dig into the systems her team uses and how you can get started doing the same.

Learn how to…

  • Win more listing appointments with virtual listing presentations
  • Show homes virtually without expensive equipment or services
  • Automate the contract to close process to save time and deliver better client experiences
  • Close the transaction safely and securely

Can't watch the webinar?  Read the transcription! 

Dale Warner:

Welcome Florida realtors to today's webinar, to today's livestream, today's broadcast, whatever you want to call it. I am Dale with Realvolve and Firepoint and joining me today again, encore presentation with Krista Mashore. Welcome today, Krista. Thanks for joining us.

Krista Mashore:

Thanks for having me. I'm excited. It was fun last week. So.

Dale Warner:

Yeah, we had a great time. If you made it last week, you are going to be in for a treat this time. We're going to be going deeper into some areas that we didn't get to touch on. It was jam packed last week with really good information. We had a great crowd joining us last week as well. Or was that a couple of weeks ago or last week? I don't even remember. I lose track time.

Dale Warner:

Anyhow, we're joined with Krista and she just casually mentioned on the webinar last time, "Oh yeah, I've just got 16 listings went live and I didn't meet a single one of the homeowners." And so we're diving deeper into what she's doing to get those listings virtually, to run the virtual open houses, to run her funnels, what she's doing with our CRM to convert those leads and stay in touch with people when she's working with them remotely. But Krista, before we really start digging into the content that you've prepared for us today, I'm curious to know what's going on with some of the listings that you have. What's the update?

Krista Mashore:

Yeah. We've got 12 closings pending right now out of them. So they've been going quick. And we were shut down here. So we really couldn't...

Dale Warner:

And you're in California?

Krista Mashore:

Yeah, we're in California. And so we had a major shutdown and we weren't allowed to show homes or meet with sellers. You can only show vacant homes, and so most of those homes were obviously occupied. So it's just a matter of basically moving our business completely from offline, onto online. We've been doing that for many, many years. Where I've been, I specialize in online marketing, digital marketing so for me, I haven't done an open house or anything in probably eight or 10 years since I've done an open house. So online presence is where I'm at and that's where buyers are, and so are sellers. So now more than ever agents realize, "Oh my gosh, I've got to get online," because they sort of been forced to, and so I kind of feel like it's almost a blessing in disguise. We should sort of think about this as an opportunity because everyone knows they should be online and now they're being forced to. So they should be happy that they're getting this opportunity.

Dale Warner:

Yeah. So if you're just joining us today, as mentioned in the promotional materials for this presentation, Krista Mashore today is going to be talking about how she added 16 new listings in just a few weeks. 12 of those are pending now under contract and we're going to be learning today how to... Sorry, say that again.

Krista Mashore:

We picked up since obviously.

Dale Warner:

Right, right, right. But it is really nice to see that out of that kind of that tranche of 16, already 12 of them are moving along, and they're not just sitting. So even though we are in strange times because of how you positioned yourself and your business and your team, you're able to move these, houses still.

Dale Warner:

So we're going to be talking about winning more listing appointments with virtual listing presentations, showing homes virtually, automating the contract to close process, to save time and to deliver better client experiences. The beautiful thing about what Krista's sharing today, for those that are not familiar with her business, is a lot of this stuff she has been doing for years now. So this is a great time for all of us to get out our notepads and start taking notes on what she's learned over the last decade of transitioning her business into a more virtual business, and now we're all forced to do that.

Dale Warner:

So Krista love to just turn the time over to you. Mentioned to the participants today that we want to hear from you. So please be active in the chat and in the Q and A. We are going to be answering questions as often as we can, and so we look forward to hearing from everybody.

Krista Mashore:

Yeah, absolutely ask your questions, feel free to stop me. I don't mind at all. I used to be a teacher. I've got ADHD. So it's easy for me to be distracted and to kind of pick it back up to where I was. Just a little bit of background about myself. I've sold over 2000 homes in my career. I've been doing this for over 19 years. About nine years ago I was heavily into REO's and short sales, and one time I lost a listing it was in the market. All of a sudden went from all short sales and foreclosures and went back to the normal market, and I lost a listing and I always call whenever I lose the listing, and I really recommend you do too. If you ever lose a listing, or if you lose a buyer you should always find out why and how you can improve, and ask for constructive criticism.

Krista Mashore:

So I did that and they said, "Well, Krista you're the foreclosure queen. The last agent told us that you were the foreclosure queen." And I was like, "Oh my gosh, I am a foreclosure queen." And so what I did was as I started researching how fortune 500 companies run their businesses. How does Nike and Whole Foods and Google, how do they run their business? And they run their business basically through what they call content marketing, and I call it engagement marketing. So they give information, they give value and they serve. They don't just sell. But when you serve people and you help people, ultimately you sell.

Krista Mashore:

So back then I made it my commitment to become known as the digital marketing queen, and within a year I was, I transitioned my entire business from offline, onto online. I quit doing open houses and I just completely just gave value and content, and I did that utilizing social media and video, and really, really heavily being focused on the internet marketing.

Krista Mashore:

So I'm not sure if these are, these are actually four of these, I have one or on its way, those are a funnel. I'm going to show you what a funnel is. I have made over a million dollars on each one of those funnels and I've made over four of them. A funnel is basically where you bring in people, bring in buyers, bring in sellers, bringing your clients into one area so that you can funnel them down and have them want to start working with you. So I really do know a lot about digital marketing. I'm definitely an expert in it. I've been studying it now for over 10 years. I've been coached by world renowned coaches and leaders in trainings on social media and on digital marketing strategies. I've spent over a million dollars utilizing Facebook's marketing platform to market myself and my businesses.

Krista Mashore:

So we're really, really good at that. And I only say that not to brag, but I say it because I want you to really listen, and to understand, and to pay attention, and to know that you're in the right place. Sometimes people will take trainings from people and they're like, "Well, who the heck are they and why should I listen to them?" And so that's why I wanted to kind of do that.

Krista Mashore:

So let me say too. I thought that this group was specifically from the group from last week. We had a really good an hour and a half training last week. Today's, we'll probably go close to an hour and a half as well. So I built this training today based upon thinking that you had already all seen the training from last week. So I might do a little bit of recapping, and I know that we're starting with the listing process, but I kind of want to take it back and go in order. I want to show you how it is...

Krista Mashore:

Ellen says, "I haven't seen anything." So, and that's okay. I got to cover. So what I want to kind of do is take you from start to finish. Kind of like when you're writing a book, you want to make sure that you get where you're building a house, you get the foundation down and then when you get the foundation down you can slowly build up.

Krista Mashore:

So I'm going to go ahead and share my screen. And again, if you have any questions, just go ahead and ask your questions in there. Dale, please feel free to stop and ask. It'll be fine. I don't have any problem with that if they need to do that. So what-

Dale Warner:

Well so just real quick. Just to let you guys know we are recording this, you will get the recording. You will also get a recording of the last presentation. So in the followup emails, look for that if you haven't seen the last one. And then also, if you want to full screen anything... I mean, we have Jacob on here. He's on my team and he's helping us with the management of this. If you want to see Krista full screen or anything full screen, you can kind of double click on them and it will switch your view. So-

Krista Mashore:

It should look like that. See there's something at the top where it says like, "Speaker view" or not. So if you hit the "speaker view," you'll be able to see in nice and big like that to make it easier for you to follow along. If you want to see just my face big and you do it the other way.

Krista Mashore:

So let's first talk about what is a funnel. A funnel basically helps you start to attract business, and I want you to start thinking about marketing as attracting. Right? As soon as we can learn to attract business, we're going to stop having ups and downs of business and the idea of attraction based marketing, truly what marketing is, is getting somebody to raise their hand say, "Hey, I want to work with you because I want more of what you have." That's our ultimate goal. So marketing is attraction. Everyone tells me what's marketing? Everybody knew the chat bot tell me. It's attraction.

Krista Mashore:

Also, I want to highly encourage you. I used to be a teacher and there's two types of learning. There's institutionalized learning, which is what a teacher just blats out stuff to you, and then there's natural learning. Natural learning is you act as if though you're right in front of me and I'm going to give you my all right now and give you as much energy as I can, and really, really truly teach you, and if you actually engage and you participate as if you're here, research shows that you're more likely to implement, and you're going to learn more quickly. So really, really get involved, turn off your darn cell phones. I'm not going to be answering my phone or looking at my chat box. I encourage you to do the same.

Krista Mashore:

So when you market correctly and you're attracting business leads are raising their hand. I really don't like the word leads. I'd rather say people, right? Because someone will say, "Oh, bad leads, bad leads." There's never a bad lead. A lead is just a person that may or may not be ready now, and when you start using funnels in your business and digital marketing, you're going to see that you have a much more likelihood of actually getting those people to raise their hand at some point into your sales cycle. This is what that looks like.

Krista Mashore:

I have three CME requests this week. To two steps and one, one step. Hear it again. It does come. "I'm almost overwhelmed the CMA request and the followups." Right? Not. Cameron Shaw, "Just got two. Just got another two-step that makes four this week." Erica, "Just received my fourth CMA request that makes two, two steps. And one, one step."

Krista Mashore:

What a two step is, is that somebody went through the entire funnel and they gave their phone number, their contact information, email address, everything. And this is the reason why. Because they produced marketing where the buyer said, "I want that." They raised their hand, right? The person, the lead, raised their hand and said they want what you have to offer.

Krista Mashore:

Now let's talk about what a funnel is. It's a tube or a pipe that is wide at the top and narrow at the bottom used for guiding liquid or powder into a small opening. Now I'm going to talk to you about what a sales funnel is. A sales funnel, also known as a revenue funnel or sales process, refers to the buying process that companies lead customers through when purchasing products. Now you'll notice that it starts bid and it goes down. I'm going to show you the reason for that and how it works.

Krista Mashore:

Because at the top, you're basically reaching everyone, right? This is when your leads or your customers or clients, they're actually becoming made aware of you. They're learning who you are. So they're starting to kind of figure out who Krista is, or who Dale is, or who Jacob is in their buying or researching stage that they're in. Well, then what happens is once they start to go from the top and they start to show interest, they're going down the funnel. This is when they're interested. Now they're comparing and contrasting. They're asking questions, they're learning, they're diving in more.

Krista Mashore:

I want you to think about you. When you are thinking about buying something, or you need to find a new attorney or a new insurance agent, or go to a new restaurant or you want to see whether or not you should compare Audi to Toyota. Where do you go? You go where? Type it in. Where do you go? And I can't see it right now. Are they typing?

Dale Warner:

They are.

Krista Mashore:

Okay. You go on-

Dale Warner:

Online, online, internet, internet, online.

Krista Mashore:

Yes. You go to the internet. So what we want to make sure is that we're showing up online on the internet where buyers are going. The National Association of Realtors shows that 99% of buyers start their home search online. That means that sellers probably do too. So what happens is, is that in this interest phase, you want to make sure that when they're interested in buying or selling, and 99% of them are going online, that you're actually showing up in that interest phase where they are looking, which is online.

Krista Mashore:

We also know that research shows that according to the NAR, that buyers take between three to six months to actually make their decision, but truthfully, I am in a very high level mastermind group, and they have found from very extensive, extensive research, it's closer to 357 days. 357 days it takes a buyer from the time they start thinking about it until the time they actually do something.

Krista Mashore:

Now, as you're bringing people down, [inaudible 00:13:52] they're starting to learn more about you. Now they're in their decision phase. You want to make sure during that decision stage, you're showing up, you're giving more value. You're serving, you're giving them information about things that they don't even know they have. Now let me explain that. It's so important.

Krista Mashore:

When people know they have a problem they go on there and they try to find it. Well, guess when you become the true expert. You become the true expert when you can show your consumer that they have a problem they're not even aware they even have. And what do I mean by this? This is when you hook them. And they're like, "Man, I need to use that person because she's telling me something I didn't even know I should know about. Therefore I at least have to talk to her or to him." That means it'd be like this.

Krista Mashore:

Right now there's a really, really big buzz term that people say they use social media, right? Well, I can show people that, "Hey, there's two types of ways to use social media. There's the right way and there's the wrong way." And then I can show them the difference between hiring an expert that specializes in digital marketing and social media, then hiring one that doesn't. And it looks something like this. It looks something like being able to show how most agents can produce 30 or 40 views, or watches on a listing video. Whereas I can show 180,000 views, or I can get 8,000 comments, likes, comments, shares, posts. Or I can get 500, 300, 600 hours of watch time on a video.

Krista Mashore:

If a seller didn't even know that that could be done, and why it is important, meaning the National Association of Realtors says that 67% of buyers were walked through a home that they see online. So if I tell them, "Hey, Joe Blow agent can get 30 people to see your house online. I can get 180,000 people to walk through online, and then 67% of buyers are more likely to walk through a home they see online, it's my fiduciary duty to make sure I know how to properly use social media to get your house in front of the masses. Not just the few." Does that make sense?

Krista Mashore:

So now they're in the phase where they're thinking about, "Oh my gosh, I'm going to make a decision, and I'm being told something I didn't even know that there was a problem. Now I'm going to take action. Now I'm going to actually hire that person." So now they're going to take action. That means they're going to pick up the phone. They're going to call. That's what a sales funnel looks like. It's your job to make sure that you show up in every phase.

Krista Mashore:

So let's talk about the phases of a sales funnel. So awareness, it's the phase in which the prospects become aware of the existing solution or they're searching for one. The interest phase is in which the prospect's demonstrates interest in a product by conducting product research. Again, you want to make sure you're showing up in every single phase. That's how they get to know you, to like you, to trust you and see you as the experts. Then there's the evaluation phase in which prospects or prospect companies examine competitors' solutions as they inch towards making their decision, right?

Krista Mashore:

There's all these different phases, and we want to make sure that we're showing up in each phase. Then there's the decision phase in which a final decision is reached, and negotiations begin. Now the action purchase phase, is in which goods or services are purchased, right? And then we've got... Want to make sure that we then can have them continue to repurchase with us as well. We've got to make sure that after they've seen us, they've gone through our... Leads raised their hand, they've researched us, they've taken action, they became a buyer and seller. Now we continue to get them to want to continue to work with us. Now, let me show you a little bit. Again, you can kind of see how it looks, right? You're bringing them down. Awareness, interest, decision, action. That's how they become your client.

Krista Mashore:

Now let's take a look about this kind of looks in relation to a home. So how a home seller decides. They have a problem aware. They want to sell and are open to marketing messages and now seek out solutions. They're thinking about selling. They know the different solutions so they start researching the differences, how they work, and they start asking questions.

Krista Mashore:

Remember, what do we want to do? We want to show up in every phase of the funnel.

Krista Mashore:

Then they start vetting. Which agent should they work with? They're looking for credibility, for testimonials, for overall perception, and what their options are. Now they start to decide which option is the best and least risk. Right? Right? Follow up and timing are absolutely crucial here. And then again, remember at the end, we want to get happy clients, we want to get them to refer, retain and resell with us so that they can use us again later on.

Krista Mashore:

I'm going to show you exactly how this looks in consideration when you're working with buyers. Now, I want you to think about something else. When you're utilizing Facebook, and I'm just going to use Facebook right now because there's a bunch of platforms and they all pretty much work the same. When people see you, let's just say a thousand people clicked on your ad, but only 5% converted. What happens to the other 95%? What happens? Well, they go away. They do nothing. But guess what? Then you're on Facebook again. And you take the people that originally looked and you re-target to them, and then out of those that you re-target to then another huge majority actually clicks on the ad and fills out the information. This is how retargeting works and why retargeting is so important, and why it's not just okay just to boost.

Krista Mashore:

Now let's look at this. Website visitors who are re-targeted with displays or ads are 70% more likely to convert. 70% more by retargeting. Why? Because remember the funnel. Up here, they're seeing information about you. If you don't continue to show up in their awareness phase, in their decision phase, in their the conversion phase, you're not going to be able to retain them as a client. Three out of five online visitors notice and consider ads showing products they viewed from another page. The click through rate of a retargeting ad is 10 times higher than that of a typical display.

Krista Mashore:

Now let's go back here. Remember, we've got to bring them down. If we are only being seen during the awareness phase, but we're not being seen during the interest or the decision phase, we cannot get them to be a client. And remember what the stats were. Much more likely. How much more likely are they to do it? They're 70% more likely to convert as you start bringing them down. They're 10 times more likely to click. So we want them clicking on us.

Krista Mashore:

So let's a look at what this looks like, and I'm going to show you this is how we get our sellers. Then I'm going to show you our landing page that we use, our funnel that we use to get them to do this. Then I'm going to show you the process we use-

PART 1 OF 4 ENDS [00:21:04]

Krista Mashore:

... to get them to do this. Then I'm going to show you the process we use with Realvolve, all the workflows, all the steps, all the action plans once we actually get them to be a seller. But what I want to have you understand is, do you understand what that looks like, everyone? Does it make sense? Okay. I need to make sure that I'm showing up at all these phases so that I can actually convert. Now, once I convert, I'm going to show you what we do once they convert. But does that make sense? Are they getting it? Okay, good.

Krista Mashore:

So, let me talk to you about one more thing too, why so many marketers, whether they're in real estate or not, why it doesn't work is this reason, because they want to get married before they've ever dated, okay? Most marketers just throw an ad out there, throw out a lead, and they expect that that person is going to convert, "I want to click on that thing." That's not true, all right? When I first started learning about digital marketing, the average was... It took about 12 times before somebody would convert, meaning somebody would have to see your ad, see you 12 times, before they would convert.

Krista Mashore:

Now, that number is 33. They're saying it takes 33 times for somebody to click on something. They need to see it that many times. And the reason being is because they're non-trusting, right? There's a lot of fraud out there. There's a lot more noise. We have ADHD, and research also shows that our attention span is now that of a goldfish, exactly six seconds. So, that means we need to show up a lot, a lot, a lot.

Krista Mashore:

There's something called the parasocial relationship, okay? The parasocial relationship means that when somebody sees you on the other side of a screen, research shows that because when we were young, our brains were programmed to think that the person on the boob tube on TV was somebody of significance and importance that we start to think the same thing. We start to think the same person on the other side of the screen is somebody of importance. The more people see you, the more they get to know you, like you, and trust you, and more importantly, the more they see you, they start to see you as the authority figure, right? That's our goal. Our goal is to be seen as the authority figure, so they'll trust us enough to say, "Yes, I want to click on that," okay?

Krista Mashore:

So, most of us are wanting seller leads, so here's what that looks like. Remember, top of funnel, okay, top of funnel. Three Musts When Selling Your Home Faster And For More Money, that's a video that I'm going to target to people. Now, remember, some of these people are just kind of getting to know me. They might not even be thinking about buying, right? But then what I'm going to do is I'm going to retarget another video about selling, Four More Essential Tips When Selling Your Home Faster And For More Money. Now, I'm going to bring them down my funnel. These people are very, very interested. They've watched the first video. I've retargeted them, so now they're watching the second video. Now, all the ones that watch the first video and the second video, now I'm going to retarget to the third video, Click Here To Find Out An Accurate Value of Your Home. Now, let's take a look at what that looks like, okay?

Krista Mashore:

So, here's an example, top of funnel. This is an immaculate custom home built in a private gated community. This is just somebody doing research. They're kind of being made aware, but they may or may not think about buying, okay? Then it's to the point, well, wait, is the economy strong? Are home prices dropping, all right? Now, I'm giving information. I'm not asking them to click. I'm not asking them to give me information. I'm just developing a relationship with them. Remember, I'm dating. We're flirting. We're texting each other now. We're getting to know each other, okay, in the dating process. They are dating me. They're vetting me. And I'm going to show them another area of a home, all right? Then I'm going to show them my reviews. Okay, here's my reviews right? Now, I'm sharing authority here, why they would want to work with me.

Krista Mashore:

Then I'm now going to say, "Hey, great deals on homes, okay?" Now, again, more information, do you know anyone looking for a single-story home? And now the last one is, are home values rising? We're thinking of selling. We're just curious about your home's value. Click below to get a free home value report. Now, this is how, when I showed you, people say, "Oh, my gosh, here's my CMA request." People asking for home evaluation. And they're giving me all of their information, name, email, phone number. They're asking questions, like how many bedrooms do you have? How many bathrooms do you have? Why did they do that? Why did they do that? Let me ask you a question, why are they filling out that information? I want to hear it in the chat. I'm going to look too. Why are they doing that now? Why are they doing that?

Krista Mashore:

They trust me, good, providing value. They think you have the answers. I've gotten them engaged, right? Engaging, right, they're interested. I'm giving them relevant content that's is exactly what they're interested in, right? Now, what if I just started with get a home evaluation? First of all, people are afraid to click on anything. But now that I've given them information, I've given them value specific to exactly what they're wanting, now they're more likely to convert and give me that contact information, okay? Makes sense? Okay, you guys are paying attention. Great job. You're doing excellent. Good, good, good, good, good. Thank you for doing that. It makes it easier for me to teach when I know you guys are actually there watching, okay?

Krista Mashore:

Now, I'm not just going to stop it again, right? So, here we go. Now, I'm going to be continue to do another ad on home evaluation. Then I'm going to continue, homeowners class action lawsuits beware. This is like, "Hey, you're thinking of selling. I want to make sure I keep you out of jail, right?" And now, how do you sell your house for more money? Here's what you should know about exposure, negotiating, price, condition, okay? So, just in case they haven't made their decision yet, I'm still retargeting to them, giving them more information, showing I'm the expert, giving credibility. It's going to make them more likely to want to call, okay? Now, all the while still retargeting.

Krista Mashore:

So now, I'll go back to that. This is how you stop chasing business and you start attracting it, okay? That's attraction based marketing. Remember, marketing is attraction. You're giving the exact relevant information and content that somebody wants relevant to where they are in the phase of their buying or selling cycle, okay? It's when they raise their hand and say, "Yes, I want one of those." They're much more likely to raise their hand once they developed a relationship with you. They know you. They like you and trust you. Okay. Again, that's when you get these, three CMA requests. I've just got another two. I'm almost overwhelmed. Just received my fourth one. That makes two and two since Friday. That's how you get those, okay? Now, let's take a look to see what those actually look like. And I'll show you this in a minute here.

Dale Warner:

Yeah, so one thing that I just wanted to comment on, one thing that I've learned from you, Krista, is if you try to skip ahead to that CMA step before you've built that trust, they know who you are, they're familiar with you, that you've got that parasocial relationship going, if you're skipping ahead, you're going to have much lower conversion rates. And even the leads that you do get from that are more difficult to convert once you get them on the phone.

Dale Warner:

And so, that funnel works in your favor in lots of different ways because it's automatically filtering out those people that probably, especially if they've seen you on video now, you're filtering out those people that maybe aren't good fits anyway. Maybe, they are in the market, but they wouldn't be a good fit for you. And so, by going through that funnel process, what I learned from you is that it's making my job way easier because now I'm having much more productive conversations when I'm talking to those leads. They like me already, and that lead conversion process on the phone becomes much more smooth and more pleasant for everybody involved.

Krista Mashore:

So true. And you know what else starts to happen is that we have had our students say, "I'm seeing eight times more referrals than I used to," because not only are they being seen by people that they're targeting, they're being remembered by their past clients. They're being referred by people that see them as the expert but just have never even used them, but they see all their content. So, you might not necessarily be able to say, "I got this lead because I did this Facebook ad on What To Expect When Selling Your East County Home, get your free book." It might not be from that. But it might be like, "Man, Krista wrote a book on what to expect when selling your East County home. You guys should call her. She's the East County queen." So then, your business just starts to expand, and you don't even know where it came from. You start seeing things like, "I see you everywhere," and that type, okay?

Dale Warner:

Yeah. Sorry, the other thing that I learned from you, and this really was driven home by the last webinar that we did together, is that there's a big difference between this kind of marketing with a funnel like this to build that... You're starting the process of building that relationship versus the direct response marketing that you might do in pay-per-click or in a one-off ad on Facebook. And so, you have to separate those two things. You can't say, "I advertised on Zillow, and I can't convert these leads. They're garbage," or, "I did a Facebook campaign for a week, and I didn't get anything, so I'm bagging it." What you're talking about is a much more cohesive strategy of establishing yourself in the minds of those individuals through the retargeting process that works them through the funnel. It's not just one ad or one thing that gets them from point A to point B. It's a strategy of a series of ads that narrow them down into that funnel.

Krista Mashore:

Absolutely. You'd be so proud today. So today, Cassie Spears, I'll get her testimonial. So, I did my training with my higher level of coach coaching students today. And Cassie's been in it for about 20 months, and she goes, "We are busier than ever." She goes, "We have 242," when you do rentals, "rentals now."

Dale Warner:

Yep. Property management.

Krista Mashore:

And she said, "We closed over 50 new homes last year." And she didn't really even do new homes, new resale. She goes, "And I have more time because of all the systems and workflows that you've put together, Krista." She's like, "Thank you so much." She goes, "Before, I could never have done this," but she's taken the strategy and the process. And now, she used the workflows and the campaigns and Realvolve to make it to where she's... And her husband is leaving her. And I go, "Are you worried?" She goes, "No, we have all of our systems and workflows. Nothing's going to change." So, she's able to have a streamlined business because she's attracting more people. She's also getting more referrals for her rentals for the realtors because they see her all over the place, right? And then she's getting more resales, buys and sells, because of all the marketing that she's doing.

Krista Mashore:

But what she said was is because of her systems before, she would have just lost them. But now, they keep coming back because she's continuing to retarget to them. And she's not working harder. I mean, she will say, "I am not working harder. I'm actually enjoying what I'm doing," hi, baby, "enjoying even more." So, let me go ahead and show you now. Go ahead.

Dale Warner:

Folks, so listen to what we're saying here, there are lots of spot solutions out there in our industry, and you're going to watch lots of webinars over the next coming years and months. And you've already been watching them, where people are going to give you one tactic like, "Do this one thing, do this." What we're talking about here is a whole new way of looking at things. And it includes marketing funnels. It includes the systems that you use to deal with your clients. It's all rooted in timeless strategies but pay attention to everything that Krista's about to talk about and look how that fits into an entire process. And the reason why I'm bringing this up now is because if you try to shortcut the process, you're going to find yourself saying it didn't work. When you don't shortcut it and you do everything the way we're laying it out here, you are going to be blown away, have more time, easier lead conversion, more leads. It just makes everything more enjoyable and more productive.

Krista Mashore:

Mm-hmm (affirmative). Mm-hmm (affirmative). Okay, so you guys know the funnel now. What's the difference between a website and a funnel? The reason why funnels work so well is because the person is going there specifically for one reason that you know they're going there because they're thinking about selling. They want a home evaluation. They're not going to this website, and it's like, "Look at this city. And are you buying? Are you selling? Meet the team." It's like it's all about just selling your home. So, here's an example of they come here, and they would play... I'll just play this video. Hopefully, it'll work.

Krista Mashore:

Hi, there, Krista Mashore, Homes by Krista. So, you've landed on this page because you're wanting a market analysis on the value of your property. The only way I can get that to you is if I know your email address and if I know the address of your property. So, do me a favor, fill out the information below. All I need is your email address and your property address, and we'll get that over to you right away. Thanks so much and make it a great day.

Krista Mashore:

Okay, now remember, they landed on this. Why did they land on this? They landed on this because... We'll just do... Let me see. [inaudible 00:34:07] They landed here because I brought them through my funnel. So now, they're much more likely to actually give me the information. So now, they go there. It's submitting. Now, look what happens. Now, I go here, and I say...

Krista Mashore:

Thanks so much for the information. Listen, I'd like to get you as detailed a report as possible. You want to know a more precise value of your home, so if you fill in a little bit more information below, we'll be able to give you a much more detailed, accurate value of what we feel your home is worth. So, answer the few questions for us and look for the report not only in your email box but also on your front porch.

Krista Mashore:

Now, you can see here we ask for their phone number. When are you planning to sell, three to six months? Tell us about your upgrades. We have them tell us about that. Unique features, do you have a pool? And then get your free report now, okay? Now, I want you to know that when we do this, what happens is... And we don't just give them an email address. We hand deliver this to their front door. So, they get a CMA on their front door of what the value of the home is.

Krista Mashore:

Now, this is not cheap to do, but I'll tell you it's made me millions, yes, millions of dollars by doing this, okay? And I encourage you to take it a next step. Do what other people are not willing to do, right? When you take this and you hand deliver it, what is it doing? Number one, it's showing that you take your business serious, that you go the extra mile. And this is a reflection. This is really like a job interview. In their mind, they're thinking, "Wow, if she was going to deliver this just when I just asked for a report and did just give me one on my porch, she must take her job seriously. And that's the kind of stuff that I can expect to get if I was to list with her," okay? So, that's what we do now.

Krista Mashore:

Let's kind of go over here so I can sort of show you now what this sequence... This is a buyer sequence. I couldn't find my seller, oops, cancel, my seller example. So, I kind of want to show you a workflow, and remember all these are done through Realvolve through our workflows. So, let's just pretend this, instead of it says open house list, it says CMA drop-off, okay? This is a follow-up sequence. Again, all of this is in Realvolve. It's in our action plan, so I never have to think about anything, right?

Krista Mashore:

So then, I'm going to email them the CMA, and then I'm also going to drop it off. Then my CRM is going to give them a text message letting them know that it's there. It's also going to send me a text message, Realvolve and Firepoint telling me, "Hey, Krista, make sure you do a BombBomb video." And then I pull my phone out. I say, "Hey, Susan, it's Krista. I just want to let you know, remember how I promised you to get that home valuation? It's on your front porch. Many people go through the driveway, so I really do want to let you know it's there. It's not an exact accurate evaluation because I haven't seen your home, but it's the best it can be without me seeing it. Have a great day. And I would love to work with you." Bam. You do that, right?

Krista Mashore:

Then it tells you, "Remember to reach out again after the weekend." Boom, oops, sorry. So then, you reach out. You reach out for the weekend. Then it gets tagged that it was a CMA request. So now here, where it says, this is for a buyer one, but lead gets tagged, tagged in Realvolve as a seller for a CMA. Then I'm going to send them a copy of my book. Now, I'm going to drop off a copy of my book to them or a digital copy, again, all through Realvolve, already in there. I haven't had to do anything, okay? Then we're going to send email follow-up number two through Realvolve. Then it's going to send them a text message. Then it's going to tell me to call. Bam, bam, bam, bam, bam.

Krista Mashore:

Now remember, I'm making sure that I'm giving them relevant information based upon where they're at in the sales cycle. These are sellers most likely. The sellers asking me for a home evaluation, they are a seller, so I don't want to give them things about buying even though 40% of buyers... We know sellers are also buyers. But I'm going to focus these people, and all my ads from now on are going to be targeting different things. I'm going to give them a seller guide book. I'm going to give them something about how to move more easily, moving up, moving down, try to find out what neighborhoods they're interested in, put that in my list. And again, this might seem complicated, but it isn't complicated once you have it set up.

Krista Mashore:

Today, [Cherese 00:38:47] Walker, she's been in my program for over. And she goes, "You're going to be so proud of me. I finally set up Realvolve. And now when I run all my campaigns, and they get zapped right into Realvolve, And then I see things are happening. I just had a buyer call me." And she's like, "I'm helping her buy a house and selling the house she has. And I can see it all happening right in Realvolve, and I didn't have to do anything," okay? She should've been calling though, but her workflows, it's like you're working without even knowing it. And then it does things like sends you their phone number and their name and says, "Hey, send a text message," or, "Hey, make a phone call," and tells you exactly what to do. So, when you have systems like this and they feed into each other, right, and they're working, all of a sudden, you're working less but making more, okay? That's what's so important.

Krista Mashore:

So now, let's kind of see, I want to kind of show you what we actually give to people once we get the process. So from this point, in most cases, people are now saying, "Krista, I want you to come list with us." So, I'm going to show you what that listing process looks like, okay? So, this is the pre-listing appointment. We drop off a CMA. So, we drop off a CMA. One of these, this is a pre-listing or CMA drop, pretty much the same thing, okay?

Krista Mashore:

Here is the Realvolve workflow and process. Now remember, now I've got a listing appointment. This is all in Realvolve for me, so it's telling me to do all these things. I don't have to think about it. It makes me not forget it, okay? I add parties to potential listing. I create my marketing plan, right? We create our beautiful marketing brochure. This packet is created, and we give them all of these things. This is already done. So, we know to create the packet. We call to confirm the listing presentation. We send the pre-listing presentation video. We create the brochure. Oops, create the brochure. We remind the agents have listing appointment. And then we know we have to check in after the listing appointment, and we verify the tasks are complete, and we start the follow-up process, okay?

Krista Mashore:

Now, what does that follow up process look like, okay? So first of all, what's in my information packet? So in my packet that I send them, okay, initially, I just give them the marketing brochure, which is this. Trying to find it. I was trying to clean up. Here's one marketing brochure, but I don't like this as much. So, here's one marketing brochure that we deliver. And then we deliver... Where is it? Oh, here it is. We deliver this marketing brochure beforehand, okay? This is for the pre-listing presentation. We deliver this, and then we put samples. So, they get the marketing brochure and the digital copy of this book before the listing presentation.

PART 2 OF 4 ENDS [00:42:04]

Krista Mashore:

... Copy of this book before the listing presentation, okay? Then we also hand deliver this as well. So they get a digital copy through Realvolve and then they get an actual copy with this the day before. Then Realvolve or Firepoint tells us, "Hey, make sure you call and let them know it's there." We call them and let them know it's there. When I show up I've got full on presentation. I've got my just listed cards, my just sold cards, my seller hallmark, everything about the property that we know. Obviously, we've got the CMA. We've got what to expect when you're listing. We've got the list reports. We've got multiple samples, just listed, just sold cards. We've got four-page colored flyers and brochures showing what we do. We send them a copy of ... We have multiple copies of listing videos that we've created, Matterport3D. We show them copies of our online virtual open house. We do all that when we're there.

Krista Mashore:

This is a UniBind. This is what we actually put those in. You don't need that if you don't have it. You can just use those things from Target, but you want something nice, obviously. All of this information goes inside of this, that goes inside of this packet right here. I've got too many things. So, it goes inside of the packet. The day before the marketing plan we hand deliver that marketing plan and we put it... We actually write a note on the front of this. So this goes in here. And we write a note letting them know how excited we are, reminding me of the appointment. Realvolve and Firepoint reminds me to call them. When I call them, I say, "Hey, you watched the video, right?" And they say, "Yes." I say, "Okay, great, because we can tell if you did." So I know whether or not they watched the video.

Krista Mashore:

So, that's what we do with the pre-listing appointment. When you go and show up, you want to make sure that your information packet talks about you and your accolades, your closing stats, what your sales have been. You know, obviously the stats, comparison of your sales percentages to other agents, average days on market, experience level, education, credentials, honors, awards. All of that stuff should be in there. I'm going over this quickly. You guys probably know all this kind of stuff, I'm sure. Okay, this is an example of the marketing plan that we have that I just showed you, right? It shows all the different things that we do, what makes us different. The video that we do absolutely shows all of that as well. And, again, this is if we got it. So now this is through Realvolve and Firepoint. If we got the listing, here's all the steps, right?

Dale Warner:

So, Krista, real quick, we're getting several questions about what... Because you keep saying Realvolve and people are asking what's Realvolve? Jacob and I work at Realvolve. There's my shirt. So Realvolve is a CRM and workflow platform. And Firepoint is a lead generation, lead management, lead distribution platform. So both different CRMs for different styles. Realvolve specializes in these workflows that Krista is talking about. So it's a place for your clients and managing those client relationships. But unlike a lot of other platforms out there, Realvolve focuses on keeping that relationship longer and allows you to automate a lot of your tasks. Not only on the lead generation side and listing appointments side, like Krista is talking about, but throughout the transactions and listing processes and then staying in touch with them after. So it kind of closes the loop on that funnel that Krista was talking about before. So think of us as a workflow platform to automate a lot of your tasks specifically for real estate agents and teams.

Krista Mashore:

So think about it. When you're wanting to do a lot of business, I couldn't remember getting all these things and some of them, I can just push a button and put a date in there and then it automatically will do all of it for me, right? It'll automatically send an email reminder about a home inspection, automatically send a text message reminding them that they've got to go to a signing, automatically send an email out. So these are all the different kinds of things that it reminds me to do. Again, this is just if we got it, all these things, update occupancy, added MLS, photography, complete AVID, order sign, create infographics from list reports, send video script details, make coming soon on Zillow, update website coming soon, start MLS, property brochure, email client communication. It tells me the entire time of all the things that we have got to do automatically from my workflow. So I don't miss anything.

Krista Mashore:

If I didn't get it then it puts them on a different campaign. It says, send thank you, enter feedback form, follow up sequence, record [inaudible 00:46:57] videos, send personal email, check to see if listed with another agent, check to see if on MLS. It's just continues to make us go. And I can teach you more about some of this stuff. I'm offering a free challenge. If you go to Kristamashore.com/challenge it's a free 14 day... But you also have to sign up for Realvolve for 14 days in order to put the link in there. You'll get access to my free challenge. So Realvolve and myself are in conjunction. You sign up for Realvolve for 14 days. You can join my challenge and you get coached for 20 days from me live and also trainings for free on different types of strategies and tactics for you to learn to take your business from offline onto online.

Krista Mashore:

So let me just go ahead and let me see what's next. Now let's take a look at other types of funnels. Now I can show you a funnel, which is for open house. Now remember, with this funnel right here what would I do? I wouldn't just automatically send them to... You guys can see this, right?

Dale Warner:

Yeah.

Krista Mashore:

So this is what we show our sellers and we also show, as a part of our listing presentation, we show that we do virtual open houses, but this is something that we're also running ads to. And so buyers can sign up and go see any of these open houses. Now there's two types that we have, either free, one that they can actually show up with me. They show up to the open house and I'm there meeting with them.

Krista Mashore:

And then we've got ones that are virtual, but in order for them to see the virtual open houses they have to... Now here they give us their information, boom. Join us for the live open house and boom, they get to get their stuff. See, and then we got more information here and then I ask them more questions. What price range are you looking for? How many bedrooms? Have you been re qualified? Are you working with a realtor? Would you like to know more information about special programs available and money that may be able to help you in the purchase of your home? Well, of course I want money and programs. Let me say yes and give her my information. That's like your trick question.

Krista Mashore:

The last question here is probably the most important question on this entire funnel. So now what am I doing? The email, the information is getting sent to them. I already showed you guys the home evaluation. You saw this, right? Your free home eval?

Dale Warner:

Yup.

Krista Mashore:

Okay, awesome. Now remember, we're on the seller funnel. So now that I've sent them to the seller funnel, they've gotten the CMA. Now I'm going to send them this. This is instant access to a virtual seller seminar. Remember, I've showed them my CMA. I've dropped the CMA off. They've watched my videos. Now I'm saying, "Hey, would you like to get instant access to a seller seminar?"

Dale Warner:

So Krista, is that a-

Krista Mashore:

What?

Dale Warner:

You're sending that to them through that same remarketing on Facebook and through email now?

Krista Mashore:

Yep.

Dale Warner:

Now that you have their email address?

Krista Mashore:

Yep. Now they're getting that set next. Now that I've sent them, I'm retargeting Facebook ads to them that way. And then I'm sending it to them as well via email.

Dale Warner:

Got it.

Krista Mashore:

... Yeah, of what they look like or how they were, right? But you never really spoke to them and you've never really seen them. Would you marry them? No way! Me either. That's sort of like trusting Zillow to value your home. You see, Zillow is an algorithm based on public data. Zillow has never seen the inside of your home. It's a computer. Zillow comes up with a value based upon what your neighbors are selling for. They look at things like size, bedrooms, bathrooms, et cetera and they compare them to your neighbors. But things that they can not take into consideration are upgrades, view, location, if you're in a court, whether you own solar, et cetera. All of these factors have a huge impact on the value of your home. Zillow even acknowledges their lack of accuracy stating that in the United States, as a whole, zestimates are currently within 10% of the final sale price only 71.5% of the time. And they encourage you to get a more accurate evaluation by a licensed realtor or a [inaudible 00:51:26]. That's why you need my team and I. I am Krista Mashore, Homes by Krista.

Krista Mashore:

We live and play in this area. I sold more homes than any other agent around here and more homes than most agents in the nation. Here's an example of a few costly mistakes that could have been made by our past sellers for relying on Zillow's zestimate. This one is on Spanish Bay [and Ridler 00:51:48]. The zestimate was $845,553. And we're listing it right now for $1,195,000. That's almost $350,000 difference. You could buy another house almost with the difference. And what about Jonathan Terrace in Brentwood? The zestimate was $939,000 and we sold it for $1.18 million. That's $241,000 difference in their favor. And lastly, 2597 Camelback. The zestimate was $789,000 and we sold it for $815,000. That's $26,000. You could buy a car for that difference. So what's the zestimate? Call a professional that has the experience, the ability to assess and evaluate your home based upon taking everything into consideration, not just what they can see. So give us a call and click...

Krista Mashore:

So at this point now they have to actually sign up and give us their information. When they do, they'll be able to see all these other videos: Take the Pre-Marketing Quiz, Marketing Your Home, Is It a Good Time to Sell?, Inspections, How Quickly Sold, Pre-Market Timelines, Home Evaluation, Is Zillow Accurate?, What to Disclose and Meet the Team. So they click on there. They give us their information and then boom, they can access everything. Remember, it's not just about sending them to a specific funnel. It's about number one, establishing yourself as the expert, developing a relationship with them, funneling them down, giving them the right information, putting them into your CRM so you can continue to email automatically, text, call, send out stuff and also continue to re-target to them content that is in relation to what it is that they're asking.

Krista Mashore:

That's why funnels work so well is because if you just send somebody to a website, you don't know what they're there for. You don't know what they need. This way it's specifically showing you what they're interested in so you can give them more information and continue targeting more to that. Because the more content speaks the language that somebody wants, the more they're likely to interact. Now it is question time. Did I go over everything we were supposed to do?

Dale Warner:

Yeah, I think so. I think the one thing we didn't really touch on was a little bit more about the process that you're using in automating the contract to close and what you're doing virtually to move those things along using Realvolve and your other systems.

Krista Mashore:

Okay, so our biggest workflow... I've been standing all day. Our biggest workflow in Realvolve... And what a workflow is, everybody, is basically it's like if A happens, then you do B. But if B happens, you do C or D. So once we go into contract, everything is in Realvolve. We put all the dates in there, all the parties names in there, the title, escrow, home inspector, other realtor, buyers, sellers, and then everything becomes automated. So it automatically tells me when contingencies are due. It gives three day reminders beforehand. It reminds me to send out disclosures, tells them when videos are going to be done, when the pictures are going to be done, reminds them that they're having home inspections and what they need to prepare for it. I've got videos of myself in there saying, "Hey, don't forget tomorrow is your home inspection. Make sure that you have your hot water heater [inaudible 00:13:28]. Make sure that your smoke detectors are good and all that good stuff."

Krista Mashore:

The reason I'm not involved anymore is because I'm coaching. So 95% of my day is coaching; 5% of my day is managing my team on the real estate side of it. But because I'm the face of Krista I don't want people to forget about me. They think they know me because they see me on the videos. I'm on the listing presentation video. I'm on the pre-listing presentation video. I'm on all the videos within the workflows through Realvolve. So Realvolve tells me when and what to do, when, what, where, how, why. And so I don't have to think about it, right? And that's how you can do more transactions, get better service and just do the best fulfillment and delivery process ever. And it's basically like that workflow I showed you for a buyer. It's the same exact thing, but it's just a workflow of a listing. So we've taken the listing process and literally broken it down from every aspect that you can imagine. We make sure we stick it in there so nothing gets missed or forgotten. So we just look like rockstars, you know?

Dale Warner:

Yeah, so Krista, do you still have that graphic handy of the listing appointment workflow graphic that you had?

Krista Mashore:

Yeah.

Dale Warner:

Because I just wanted to let everybody know... And Jacob, do you mind posting the links, the Realvolve free trial link and Krista's challenge link? Before we get into the questions here I'll let you guys know that I convinced Krista to give away one of her workflows to everybody that starts a free trial and joins her challenge. She reluctantly shared access. I begged her and she's willing to share access to this workflow. So what happens is if you go to start a free trial right now in Realvolve that's Realvolve.com/floridarealtors, go to her website and start that challenge at Kristamashore.com/challenge. Tomorrow you will get one of Krista's workflows that details out everything. It shows the emails and the text messages and every-

Krista Mashore:

Oh!

Dale Warner:

You're going to get that for free.

Krista Mashore:

Yeah, so we'll give you our listing presentation workflow.

Dale Warner:

Workflow.

Krista Mashore:

Mm-hmm (affirmative).

Dale Warner:

So go do that now and then come right back and ask questions. What questions do you have for Krista?

Krista Mashore:

Don't be shy. It doesn't have to be... Anything at all, regarding anything we've talked about.

Dale Warner:

All right, how does an existing website work with all this as far as the funnel videos, et cetera? Or do we need to rework our existing websites?

Krista Mashore:

You can use it all. So you're just going to have to like... You can use... These funnels will incorporate with any workflow, with any campaign or action plan. I know they work great with Realvolve because we use them. So all the funnels, like all the buyer leads and seller leads that we get, or any kind of leads we... There's something called Zapier. We zap them from Facebook or from the funnel right directly into Realvolve. And that's why it's so important that you tag them and you don't just boost to everyone. You really want to do this correctly. That way you're able to give them the right content and put them down the right path. Remember a funnel, it starts up here. Here's their awareness. They're getting to know you, like you, trust you and then they're starting to make their decisions and then they convert.

Krista Mashore:

What sources do you use to create your content? What content, Carolina (silence)? So in the challenge we show you how to find content, how to feel comfortable on video, what to say, the structure that it should be. The biggest problem we have is most people are afraid of doing video. That's almost everyone. It's really, really common. Ninety-eight out of a hundred people will say they hate video. They're fearful of it. We can teach anyone how to start doing video. And then we talk to them about, yes, several tips. So I use NAR, CAR, Inman, Keeping Current Matters. I research everywhere, all over the place for it. A lot of my content can come straight from NAR, you know, any kind of reputable source. I love Keeping Current Matters as well. We use them. I have an affiliate partner with them. They're great. You know, super, super helpful.

Dale Warner:

So, Edna asked a question where you kind of touched on that. How do your videos work? Do we videotape ourselves using your materials? Can we change some of the language to reflect our specific areas?

Krista Mashore:

Absolutely.

Dale Warner:

So, Edna, go to that 30 day challenge and start a free trial of Realvolve and you're going to get much more detailed instructions on how to do some of that stuff including the video work like Krista just mentioned.

Krista Mashore:

And the challenge is free. I mean, everyone, you know, they think there's some gimmick involved and there's not. We've got thousands of people that have gone through the challenge and hundreds and hundreds of positive testimonials. The average person picks up two new clients in the challenge. Some people pick up six. The most we've ever had I think is six. Most people pick up two. Some people pick up zero because they don't do the work. Just today we had somebody say, "Oh my gosh, just from doing the video text messages I got two clients." That was one of my paying students, told me that today. I'm like, "See, it works!" So it really, really does work. And the reason I'm doing it is because of COVID. I know everyone needs help and they need support. And also I want to show you that you can trust me and get you to know me, like me, and trust me so you're more likely to want to work with me later. That's the reason why we're doing it for free.

Dale Warner:

Yeah, Ellen, three months in the biz, no referrals, no testimonials. What do you do?

Krista Mashore:

So just start doing video text messages to people like friends of friends. Go onto Facebook, see something cool that happened to somebody, message them and say, "Hey, it's Krista. I'm friends with Joe Blow. I'm going to send you a quick video text message." Make sure you do that first or they will not watch the text message. They won't watch the video because there's a lot of spamming. But if you email them first and tell them that they most likely will watch it. And just start doing 10 video text messages a day to people you meet, friends of friends. Don't ask for business. Don't say, "I'm a realtor and want business." No, give them support. Give them advice. Compliment them. Tell them something that they did that you think is cool and nice. Help them that way.

Dale Warner:

Yeah, so a couple of people, [Daiquiri 00:01:02:29], [Dar if 01:02:29], if you're already signed up for Realvolve, go sign up for Krista's challenge. Then shoot us an email, info@Realvolve.com, and let us know that you're looking for Krista's workflows and we'll make sure to get those to you.

Krista Mashore:

I'm surprised there's not more questions! A video should be... So it depends upon the video, Robert. So think about this. People are really, really lazy and they don't have a lot of time so if somebody sees a video that's super long, they'll-

PART 3 OF 4 ENDS [01:03:04]

Krista Mashore:

Time so if somebody sees a video that's super long, they're less likely to watch it. However, if somebody watches a video on the top of your funnel, let's say it's 30 seconds long, and they watch the whole thing, it's called through play. Then you could make the next one a little bit more longer. You could have three 30 second videos, or three 45 second videos, right?

Krista Mashore:

Because sometimes people will see a video, if it's too long, they just won't click. But if they're interested in the subject matter, they will. For example, YouTube, they're used to say they wanted their videos to be 20 minutes long because that's how the ranking was, or the algorithm. Now, YouTube is six minutes. They're happy with a six minute video, but as long as it gives enough information and value, people will continue watching.

Krista Mashore:

And don't worry about it being perfect. All you need is just your cell phone. That's all you need. Make sure you get a nice looking background. Just shoot. I make mistakes. One of my videos I think I got lipstick on my teeth. I should not have that and I probably should've re-shot that one. But just be perfectly imperfect.

Krista Mashore:

And as far as the budget for Facebook, it just depends on how fast you want to progress. I spend a minimum of $200 on every single video, but when you think about this, let me just share my screen here for a second. Let me stop this for a second. But when I can produce a video and I can get this type of stats to it-

Dale Warner:

And Krista, while you're pulling that up, you made a comment about questions. There's 24 questions in the Q&A section too. There's some in the chat and some of the Q&A. Just FYI.

Krista Mashore:

Okay. I don't see the difference. Okay. I didn't see that. Oh man, I didn't realize there was two different ones there. Okay. Sorry.

Dale Warner:

Yeah. I've been reading some of the ones in the Q&A, but I'm getting behind. There's a lot of them in there.

Krista Mashore:

Imagine this. Imagine you see this right here where it shows 132,000? I had 132,000 people that I reached. I spent $200 on that ad. and then here's another, let me show you some more. So here's-

Dale Warner:

And to drive that point home, you're using that in your listing presentations too.

Krista Mashore:

Yep. And then what I say is Mr and Mrs. Seller, did you know that 67% of buyers, according to the National Association of Realtors will walk through a home they see online? Well, look at this one video we created on a house on Eden Plains. We had 555 hours of watch time.

Krista Mashore:

Imagine how many eyes that I had on this to actually do 555 hours of watch time Mr and Mrs. Seller. Here's another one Mr, Mrs. Seller. This one shows that we had 394 hours of watch time. Can you imagine if we have 394 hours of people seeing your home, especially Mr. Seller, Mrs. Seller, if 67% of buyers are going to walk a home that they see online, you can see just how important it is. It's my fiduciary responsibility to make sure that I'm able to get that kind of traction.

Krista Mashore:

Here's another one you see 6,402 people clicked on this ad. That means 6,000 people clicked, liked, commented, and shared. Now imagine going to a listing presentation and showing pages and pages of this. Hours and hours of watch time hundred [inaudible 01:06:27] of hours people clicking.

Krista Mashore:

I show that I'm credible. I get higher price listings and I get a higher commission because my competitors are showing that they're getting 30 views and five clicks. Really, really is valuable when you start to utilize it correctly and you start targeting and retargeting, you're really, really learning the system. It's like the difference between the chef and the cook. Okay. So the questions.

Dale Warner:

Eduardo says, "I get referrals from a friend of mine often. How do you recommend me to spark their interest when they've never met me? What tools can I use to persuade them to fall in love with me?"

Krista Mashore:

If you get a referral for a listing, I would drop off your marketing plan. I would send a video, we send a pre-listingtion video. Then we send a card. We just go full throttle. I show them my amazing marketing plan with all the stuff in it that I just showed you before I can go there, I'm doing my listing presentation.

Krista Mashore:

Catherine, we use ClickFunnels and we create all of our funnels. We actually are going to be having something in about a month where we're going to be doing a training in a class where we are going to be teaching people how to use all these funnels. And we're going to be giving them all the funnels, which will save you thousands and thousands of dollars and hundreds of hours to create them. That will be in about a month.

Dale Warner:

Jose says, "Does your program include cold calling or is this an all social media campaign driven?"

Krista Mashore:

We don't do any cold calling. I don't teach cold calling, I don't teach door knocking, I don't teach open houses. I teach people that they're going to do open houses, they're going to go out for expires, how to do them digitally to actually make an impact. We teach them how to do that.

Krista Mashore:

We have several agents that used to be full time cold call agents and they don't cold call anymore at all. They're like, "I'm doing the same amount of business now as I was without ever having to cold call." And it's because they got tired of it.

Dale Warner:

Chris says, "This is awesome and exactly what I've been trying to do on my own. I just signed up for the challenge."

Krista Mashore:

Good. How do videos work? Videos work because people get to know you like you and trust you because of the pair of social relationship. And you start to get more referrals from past clients, more referrals for people that don't even know you. And when they do meet you, you're more likely to convert them because you've already made a connection.

Krista Mashore:

I call it the eight C's. You commit to consistently producing content correctly, distributing it. You're going to make a connection with your community so you're more likely to convert more clients and customers. Then you're going to refer, retain and resell more clients and get more referrals because of your rituals and routines of continually doing that.

Krista Mashore:

This is a 21st century way to market. There's a reason why there's no longer blockbuster. There's a reason why Toys"R"Us went out of business. There's a reason why we no longer see the travel agent. People are online. And the more that you can show up online where they're looking as marketers, we have to go where our clients are. We have to. And this strategy does not happen overnight, but it happens.

Krista Mashore:

We've taken agents from two listings in a year to 26 to the second year to doing 63. We've taken top producing agents from selling 108 homes to 293 in a 20 month period. We've taken agents that have never sold a house before to within eight months, beating out top producers because they're showing them their marketing strategy.

Krista Mashore:

And it's a lot of work there, you got to work at this. It doesn't just happen by joining, you got to actually do the work. And you have to not give up because you don't see results in the first month. Just like most agents, most people do.

Dale Warner:

I see three questions, James, Gabriela and Hemena are all asking if you're just starting out, don't have a lot of statistics. Does this work? What do you recommend?

Krista Mashore:

Okay. Eduardo, I started a few months ago as a part time realtor, and don't know where to begin. I'm also not into posting so much in social media, but definitely want to do anything it takes to develop my business. Okay. You can be a brand new agent and start ... We call it the community market leader.

Krista Mashore:

I teach my students how to be the community market leader. By being a community marketer, you know anything and everything about the community and anything and everything about real estate. You serve, you do not just sell. You give tips, tricks, value, information, support, community activities, interviewing local businesses. Knowing everything that's happening in the community, talking about it.

Krista Mashore:

You can take a contract like five myths when selling, six things every buyer should do, four tax saving tips, three things to do to improve your credit. You can be brand new and do all those things. We had an agent Sula Favi who got voted best agent from her area and she hadn't sold the house yet. She got nominated best agent in her community just because she was showing up all over, people assumed that she was the authority figure.

Krista Mashore:

Is creating a book as central to your business? My students are able to coauthor this with me. They can white label it. This is a book that's written by me with 19 years of experience as well as by a New York times bestselling editor. It's an amazing, but it's not just the kind that you put your name on, just to say you wrote a book. I would never ever get that because it can do more harm than good.

Krista Mashore:

I just recently ordered 24,000 copies of these and we'll be delivering it to every recent home in Brentwood and then using it to deliver before I show up for a listing presentation, because this gives me authority. Remember, the only reason some of you are on here is because you trusted Realvolve. You trusted them, so you showed up.

Krista Mashore:

The more that I can position myself as the authority and as the expert, it gives me more leverage. For example, the only reason I've gotten those four two comma club awards is because I wrote this book, Sell 100 Homes A Year. People read the book. They saw me as the authority figure. They joined my program, they joined the challenge that I'm asked to be here. Anything that you can do to position yourself as the authority is going to drive more traffic to you, get you more business.

Dale Warner:

All right. Let's see.

Krista Mashore:

Firepoint is the same thing. Firepoint and Realvolve is a software that helps you not only manage your transactions, but also generate leads. What do you say in a video without selling? Advice, tips, tricks, hacks.

Dale Warner:

Yeah. I think last time you said one of the examples you gave Krista was start writing down all the questions that you get asked all the time from clients and from the leads that you get, and then answer those questions in videos.

Krista Mashore:

Yeah. What problems do people have? What solutions do they need? What things have happened during transactions? What's the down payment? How much does the down payment have to be? How much money do you need? What's your credit have to be like? What's the contingency? How long do they last? How do they help you? What inspection should you have? What should you do in selling? What shouldn't you do in selling?

Krista Mashore:

What's an FHA loan? How does it help a buyer? We can just go on and on and on and on. What's the fee act of the free challenge? Stacy, we've got different levels for everything to match all types of people. We've got programs where you can go on your own, we've got programs where you can get help. There are all different levels.

Krista Mashore:

I always talk about and just do the challenge first. See if you like me. You think I'm the real deal. If you do, then you can get on the phone with one of my success coaches.

Dale Warner:

Jennifer says, are there preset workflows? Yes.

Krista Mashore:

Yes. And also when you got all my work flows, when you're one of my students. And they are like, "Dale says we have the most massive workloads of anybody in there. We've got tons. We spent hundreds of hours on our workflows." And they're all pre done for you. So all you have to do is change them a little bit, add your logo, add your stuff, make sure that they really apply to you. And bammo, you're in business.

Dale Warner:

Let's see. Less says, "Please repeat about the workflows, but I don't know exactly what that means. So if you clarify that."

Krista Mashore:

As far as, please repeat, meaning when you join certain levels of our programs, we give you all of our workflows. And Dale says that our workflows are more robust than any that he's ever seen. Realvolve works with BoomTown. Yeah. You can get a copy of Selling 100 Homes. You can just go on to Amazon if you want. You can get a copy of it on Amazon. There.

Krista Mashore:

I don't give a copy of this book out because it's copyrighted. So this book, you didn't have to be an author with me in order to do it, but we don't give this one out. Obviously you don't want to get copyright law as I became a coauthor with you on this one. But this book is really actually geared towards teaching people why they would want to hire a community market leader, somebody who markets the way I do.

Krista Mashore:

We talk all about digital marketing and we show stats and what questions you should ask. And the whole thing is written to basically say like if you're not hiring somebody who utilize these types of strategies, you're losing a lot of money.

Dale Warner:

What's a good budget to have to propel one's business?

Krista Mashore:

Commit to consistent ... I'm putting it in here.

Dale Warner:

The eight C's.

Krista Mashore:

Constantly creating content and correctly reading it so you'll make a connection to convert more clients and customers. There you go. That's it. Also making sure that you are ... We have a master training in the challenge and it goes all over the sales cycle, like marketing, lead generation, lead nurture, conversion, fulfillment and delivery and refer, retain, resell.

Krista Mashore:

We go over it in depth and why most companies and most realtors fail. 87% of realtors fail within the first five years is because they're not thinking about all the phases of the sales cycle. They're just thinking about leads. They're not thinking about nurturing or conversion or getting good systems in play to actually help you be able to nurture.

Krista Mashore:

And nurture is the most important part of anything. And then once the client leaves, they don't remember how to continue to stay in contact with them so they don't get forgotten. There's just so many different things.

Dale Warner:

I'm going to paste the eight C's again. I think it was just to the panelists. Here we go.

Krista Mashore:

Sorry.

Dale Warner:

I got it.

Krista Mashore:

Yeah.

Dale Warner:

And then what's a good budget? Somebody asked for what's a good idea to go about thinking about planning out a budget to propel one's business?

Krista Mashore:

Everyone has a different budget, so it's hard to answer that. But I believe that we're entrepreneurs, we're not just realtors. And unfortunately, being a real estate agent is one of the easiest barriers to entry. And we just think that we're just going to all of a sudden, everyone's going to want to work with us. He who markets the most wins. The more you market, the more leverage you have.

Krista Mashore:

I always ask people, "Well, how fast do you want to get there?" Personally me, I would take out a loan and invest in myself and my education to learn how to market. And I would take a loan out so I'd have a marketing budget to make sure, because I know that if I'm seen my a 100,000 people and I'm only seeing my 20, how much more opportunities am I going to have? I know that.

Krista Mashore:

That's why I ordered 24,000 copies of this book because I know it's going to help me so much. Bye Angel. Brand new is great. Yes. Anything else? Any questions you have Dale?

Dale Warner:

James just wants to know, he just started in Miami from Brazil. Should he have two websites, Instagram, et cetera. One in each language, Portuguese and English? What are your thoughts?

Krista Mashore:

For sure. I'm just telling you about [inaudible 00:16:23]. Yes. Oh my gosh. Niching is like one of the best things that you can do. The more you can niche the better. In fact, I have a whole training in the challenge on niching. People are so afraid to niche because they feel like if they niche, they're going to lose out. Oh my gosh, you don't lose out on anything.

Krista Mashore:

You still get all the normal business but you just are guaranteed to get the one in that niche. Absolutely you want to do you your ... They want to see the, let me get it right here. You want to absolutely, absolutely do your niching. Don't be afraid to even go bigger. I didn't put it in here. I thought I did.

Dale Warner:

Does Realvolve have drip campaigns? Yes. Drip campaigns, workflows, project plans, task automation, templates, lots of things to help automate.

Krista Mashore:

Let me just show you guys this real quick. It'll help. I'll show you two different slides that will help you understand what I'm talking about regarding the eighties C's sales cycle. Here we go. Hold on. I love it when someone's trying to feel like they're typing and they look so funny. I saw a picture of me recently, I'm like, "I look terrible."

Krista Mashore:

Okay. Here is so here is the sales cycle. It starts with, you commit to consistently producing content correctly so you're going to make a connection. So you're more likely to convert because you've made that connection, more customers and more clients. Now, if you do that in conjunction with the sales cycle, marketing lead generation, lead nurture, conversion, fulfill it and delivery and the free hours refer, retain and resell. I've actually added to that rituals and routines.

Krista Mashore:

And you do these in conjunction with each other because what happens is if you don't do a good job, you're losing half of your business. Think of this like a figure eight. Think of this like a figure eight. Anytime you stop doing one of these under figure eight, what happens? You break the chain. The goal is to never break the chain on either of these.

Krista Mashore:

If you can do that and never break the chain, you have an infinity sign, which means it will keep going. It will never stop. But once you break the chain, then you start to have big gaps in your business. And that's what we want to make sure that doesn't happen. Was this helpful to everybody? Did this make sense? Kind of put it all in perspective for you? I'm hoping. Good.

Krista Mashore:

And if there's anything else that you guys want or like to see, let Dale know. You can always reach out to him. You can always reach out to me too.Kristamashore.com. Krista, Krista. What is your opinion of the economy as we move forward, recession for the virus. I didn't want to get into that right now. Yes. You can still do this if you want to use another CRM, all of it works. What we always say here Dale is just make sure you have a CRM. Biggest mistake I ever made was not having. I lost so much business from not having a CRM. I'll tell you, big time.

Dale Warner:

Yeah.

Krista Mashore:

No much business.

Dale Warner:

All right. Remember everybody, go Relevolve.com/Floridarealtors. Go to Kristamashore.com/challenge and look for the follow up emails the recorded. This recording, the recording from the previous presentation that we did. We dove much deeper into Facebook in that presentation and look for the follow up emails with Krista's workflows and some more really good information in there.

Dale Warner:

Thanks again Krista for educating us again today. We really appreciate your time and all your dedication to the industry and thanks everybody for joining and for all of the interaction. We had really great interaction again. Thanks again, everybody. We'll see you on the next one.

Krista Mashore:

Appreciate it. Bye everybody.

PART 4 OF 4 ENDS [01:23:43]

 

 

Jacob Stark

VP of Marketing for Realvolve and Firepoint.

realvolve

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