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AgentLocator Live Dials and Expert Talk, April 13, 2022

In last week’s Live Session, Beverly was helping Sherry, who’s been very successful with Facebook leads. Now she’s invested in Google PPC leads and needs Beverly’s help figuring out the best practices for working these leads.

In the first half of the Live Dial, Beverly explains how Google leads work and how to look at them from a business perspective.

In the second half, Beverly gives tips on organizing your time and prioritizing leads as new ones keep coming.


Crystal:  0:03  
So, for those of you that may have hopped on leads, we have got Sherry here. So, Sherry is experienced with online needs. And it's not that she's struggling with the leads themselves. It's more or less, she's now generating a different type of leads. So, the process that she's used to isn't the same with the Google leads as it is with what she had set up previously when she was running Facebook campaigns. So, she was, you know, caught a little off guard with one of the leads she called, that they weren't interested in what it was that she was offering because that's not typically the response she would get with the people that were signing up on her form on Facebook requesting that specific information, right? So, it's just a little bit of a switch in our dialogue that we're talking about when we're talking to these individuals. And I said: Well, Beverly's really great at that. Definitely going to be able to because I know you've handled leads, incoming leads from all different sources. And it's just really understanding what they're doing and why we're calling them and discovering their story, ultimately.

Bev:  1:10  
For sure. Sherry, can you help me to understand what your Facebook leads were that you had coming in before? 

Sherry:  1:18  
So, I've always ran my own ads with Facebook or any other platforms. The only one that I'm not familiar with is Google, just because it's more complex. And it's more complex than how Facebook does it. But it's always been, for example, I live in Newmarket. So, it would be like Newmarket homes under X price. For a hotlist of these properties, click Learn more, and then they go through the form. And then, in the end, it's basically saying: Thank you, we've received your question, we'll be in touch. And then when I call them, it's like: Hi, this is, you know, can I speak with Beverly? Yes, this is Beverly. Hi, Beverly. This is Sherry from such and such. And the reason that I'm calling you is because I received a request for X. Is that right? Like: Yeah, that's right. And then, I go through qualifying questions. And if I liked the lead, it's within my timeframe, you know, under six months, and I know that they're not committed, I make an offer to them. And then, are you interested in that offer? Yes, I booked an appointment, and I meet with them, and I sign a buyer representation agreement. So, I was, kind of, thrown off when I called this Google lead. And she goes: No. I'm like: What do you mean no? Like this, how dare you deny me? Right? No, but it was; it's because I don't; I'm not familiar with the ad that's being run. And I typically don't give them anything. It's always, for me, it's like a bait and a carrot. You want this, you got to click the ad. You want this, you got to take my call. You want this, you got to meet with me. And I've pulled it all the way. So, this is different for me.

Bev:  2:54  
Okay. So, you had one form of attraction that was attracting them to a particular price point or something that they had an interest in, that they were looking for engagement. 

Sherry:  3:07

Bev:  3:08
So, let's just talk briefly, and, Sunny, this might help you as well in regards to the anatomy of a lead. And leads come in all different seasons, let's say, right? Because we don't know where anybody is in the process of why they're online looking. And when you look at a Google lead, they're literally going online and typing in homes for sale in.

Sherry:  3:40  
Better quality. Google is better quality.

Bev:  3:42  
It's a different quality. Really, truly is a different quality because they may be back in their hometown and drove past the house that they lived in 20 years ago, and they see it on the market. And they pop on your website. They have no intention of making a purchase. They were just curious about why is that home on the market and who sells it, and how much is it? Oh my God, I bought that house 20 years ago for X amount of dollars. And now it's on the market for this, oh my Gosh. They don't really want to talk to you, and they're going to give you the cold shoulder because they're not in the market. So, when we're calling internet leads, we have to be cognizant of: we're not trying to sell them or give them anything. We are there to simply find out why they Googled what they Googled. Why are you on my website? But we can't just say: Why are you on my website, right? So, that dialogue, we have literally seconds to make that impression with what we say and basically our first few words if they're going to hang up on us or not. So, a) the first piece is just getting them to answer the phone. Just getting them to respond to a text. Just getting them to respond to an email. And thinking all along, the only thing that we are looking for out of this lead is where are you in the home buying process or the home selling process? That's it. That's the goal. 

Now, the big overall goal was the conversion. But the most important piece that's going to lead to that conversion is asking the right questions to be able to determine when are they going to need your services if they're going to need your services. So, as soon as they pick up that phone, when we're making those phone calls: Hey, Sherry, I saw you were online looking at homes in Newmarket because that's what they were doing. My Siri did not like that. So, they know that they were online. But they really didn't have, probably, an immediate intention, which is why they're so cold to us on the other side of the phone. Because like I say in all of my trainings, just like when you walk into a retail store, and the sales clerk says: Is there anything I can help you with?

Sherry:  6:22  
No, just looking.

Bev:  6:24  
That's all your internet lead is doing.

Sherry:  6:27  
And then, 10 minutes later, you see them at the counter buying something.

Bev:  6:32  
Exactly. Because that introduction: Is there anything I can help you with today? It's so general, and there's nothing personal about it. But if that sales clerk is then sent to you: Well, thanks for stopping in today. If you were to buy something, would it be for a business, casual or special occasion? Oh, business? Oh, what do you do for a living? Right? Going deeper, asking more questions. So, then we know we can call them on their bullshit. If they say, it's for business. What do you wear? Oh, you do real estate? Oh, well, what do you normally wear whenever you're working? I wear slacks and a blazer. And you're over looking at sweatpants? No, like, totally a lie, right? Buyers are liars, right? So, all we're trying to do is get a feel for where they are in the process and what their future intentions are. 

Because most people they're searching Google, they fall into two categories. The first category, I have been looking forever. I cannot find any homes on the market because there's no inventory. And by the time I get to them, they're already under contract. So, my agent must know what the hell they're doing because I got to do this myself. And we get a lot of that right now. Because they think you have something that maybe their agent isn't able to find. Because the internet knows everything. And their agent might not know anything. So, they're going to go on and do their own research. So, we have that kind of buyer that already has an agent that's already in the process. It's already looking. And then we have the other buyer that is just searching, just looking, wondering: Hmm, what's going on with the market? I'm renting. I'm paying this amount of money. I wonder what homes are out there that would give me about the same amount of money in a mortgage, or I can't sell my home right now. So, I really need to look and see what's out there. If there's anything that would even meet my expectations to even think about putting my home on the market. It's a long process. 

So, Google leads will never be a get-rich-quick, and Google leads, more than likely, they're not going to be a super-fast conversion. Google leads if we can all remember this, and Sunny, I'm going to speak to you as well here, too. If we can all remember, Google leads or any type of lead generation is filling your pipeline to fill your book of business in the future. Because this business is very cyclical. We jump in. We work it. We get the leads. We work the leads. We get them to settlement, and then: Oh, shit, we have to start all over again. Where if we're working and we're staying consistent, and we're having conversations, and we're paying attention to the quality of conversations that we're having, we should be able to start adding names to a whiteboard and be able to look: Oh, they want to start looking in May. They want to start looking in June-July. They want to start looking at August. They want to start looking next April. So, we can literally put a number next to them and go: Oh, I have security in my future book of business because if I do everything I need to be doing and everything I'm supposed to be doing with these people that I've had conversations with, this is where my goals are going to meet by the end of the year. And that's really the big difference. But what happens, we spend a lot of money on leads. We spend a lot of money on the website, and we get a little anxious. Because we're exchanging money for business. We're exchanging money for a return on investment. We want to see it now. And we get very anxious. And we don't think the leads are ever going to answer the phone. We don't think that the leads are good quality because our mind says: Nobody answers the phone. I'm not able to convert anybody. Everybody has a bad phone number because we tend to focus on the negativity because we're looking for those reasons on why we need to cancel it, why it's not working.

So, we, really, converting leads really is all about the mindset. And what happened to me, when my mind shifted, it was literally after seeing and hearing so many horror stories, not just from buyers, but from sellers, just having really bad experiences in the industry because agents are just looking for a close. Agents are just looking to get you under contract and move on to the next. They're not looking to really advise you for your future investment. So, my goal became more of: I have to save all of you all. So, I was addicted to getting a hold of these people. Because it was my responsibility to let them know I was a better agent than anybody else that they were ever going to have. I don't care who you're going to use. But I have to have a conversation with you. Buyer beware. Make sure; I don't care if you have an agent, but if you have an agent, are you 100% confident that they have your back, they're protecting your investment, and they're going to position you to win an offer and protect you, all at the same time? If you're not 100% confident, we need to talk. I don't want to steal you away from anybody, but I want to do anything that I could possibly do to earn your business if it's still an option. If it's not, no big deal, I'll be a second backup. Is that helpful, Sherry?

Sherry:  12:24  
Very helpful. The money is in the follow-up. That's, I 100% agree with you. There's, it's, like, kind of, that, you know, that we get something coming in front of us, and then we get distracted. And it's costly on the new leads. But I make time, every day, when I was with another CRM, two hours a day were my calls. So, I hit the new leads first, and then I would go into my follow-up. And that's where the money really is. And people will surprise you. They're like: Hi, it's Mike. I'm like, Mike? Mike? Mike? Who is this Mike? And then, I want you to come list my place. It's a Come, list me from a year ago when they came in. And it's like, yeah. So, we can get lucky by now business, but the money is in the follow-up for sure. I totally agree with you.

Bev:  13:12  
100%. I mean, absolutely. And so, the one thing that you made a comment on is spending the two hours on your leads. Make sure, and you may be doing this, but I'm not sure. But make sure that when you are scheduling that time to increase our opportunity of getting a hold of them, changing up those timeframes, and making sure that those two hours isn't the same all the time. Because we have to remember people have habits. And if we sit down when it's convenient for us, if it's always between, let's say, 8 and 10 in the morning, if that's when they're getting their kids to school, and they're getting to work, and they're getting their work set up, they're never going to answer the phone. So, we always want to make sure that when we have our call filters, make sure to change up the timeframes that you are calling those same people to increase your chances of them answering.

Sherry:  14:07  
And also the number of attempts. There was a, MIT did a study, I think Harvard did a study, too. And it was in regards to the number of attempts, the time of the day that you're calling. So, they say the calling - how quickly you reach the lead. The first five minutes are really, really important. And then some people they'll, you know, make one or two attempts and they give up. But they said, you know, if you can call them up to six times a day, different time frames of the day. So, what they saw there was a return. High return, yeah. Double tapping, sending a text.

Bev:  14:44  
You need to be catching them right in the moment. And that is what's really important. Now, remember also that, when I was mentioning in the beginning about the anatomy of a lead, there are different styles of leads, and when you go to a furniture store, are your furniture stores the same in Canada as they are here in the States?

Sherry:  15:11  
Yeah. Mike is calling me. I must have manifested Mike. Not now, Mike.

Bev:  15:20  
So, when you walk into a furniture store, the salespeople are like vultures. They're like: Oh, gotcha, right? That's not a Google lead. That would be like; you do have Zillow, right?

Sherry:  15:38  
We have Zillow. 

Crystal:  15:43
Yeah, we have similar...

Bev:  15:43  
Yeah. So, that's the, I want to go see this property. You've got to jump on it within the first 15 seconds. A Google lead, sometimes if you jump on it too quick, they're like: Oh, geez. And you have to explain yourself away. So, you know, I'm just wanting to make sure that what I look at that point, if I set that example, and that expectation that I'm on it, that I always have the time to pick up my phone, that I'm always going to call you, that I'm always going to be there for you and convenient for you, am I really building the type of business that I want? I want to be able to schedule my career.

Sherry:  16:25  
And then you get sucked there. They suck the life out of you, like, these vampire clients that they just literally consume you. I had that the other day.

Bev:  16:33  
The key is in the Balance, Sherry, in the speed delete. I'm not saying not to do it. But Google does not command speed delete. Google commands consistency and repeated attempts. There's a big difference. Because to be just a little bit better than your competition, you make two phone calls. Because the average is only making one. To be a lot better than your competition, make three. To be exponentially better than your competition, make five to six in the first couple of weeks. And that is the difference. Because that way, you're scheduling your calls, and you're working your business and making your business work for you. You're not at the command because when we're at the command of somebody, we tend to get a little bit more frustrated a lot quicker, right? So, I do always say, like, that speed delete; I'm not saying not to do it. But it really depends upon how you want to build your business and the expectation that you want to set. 

Sherry:  17:44  
But it's also the way that I've been running my ads. Like, Facebook is different than Google. And the way that I'm running is like; they are clicking something with the intention of getting something right away, like instant gratification. So, I tried to get in there within the first five minutes, saying: I just got a request. I'm returning your request. But I get that the rules of engagement because people will in this business, it'll suck the soul out of you if you let it.

Bev:  18:11  
100%. Yes. So, I have people asking me if I'll make a couple of phone calls, which I absolutely love making phone calls. Sherry, do you have any questions about what we've talked about so far? And then Crystal, if you can even bring up when she is done, bring up anything that's popped in the chat? 

Crystal:  18:32

Sherry:  18:31  
Sorry, so I'm in the process of converting some of the leads. There are about 2600 leads in there. And there are still some that are being imported. But not everything, not all of the details, have been imported into the new CRM. So, we're still going back and forth. So, a lot of the logging is in the old CRM, some of the tags, statuses, pipeline, things like that. 

Bev:  19:01
Oh, that's fun.

Sherry:  19:02
So much fun, so much fun.

Bev:  19:05  
It looks like the list that I've pulled; I've got some Google. And let me even see how many leads I have in my search. Oh, yeah. 1213 leads. Let me see if I can narrow this down because what I did is I pulled; oh, hang, my dog just grabbed my shoe.

Sherry:  19:29  
And she's gone on a wild chase with the dog.

Bev:  19:34  
She's a puppy. She's like a little weak thing, and as soon as you put the shoe on the floor, she's like: Oh. So, what I did is I pulled leads that were not set, New lead, and Tried to contact. And then I did also Phone validity, leads that we don't know if it's a good number, or we've confirmed that it's valid. And one thing I did see in here, Sherry, is you have a few tagged as bad number, but they must have come, like, one must have come back in because it's showing green. That's a good number. And the other one is still showing that it's unknown. 

Sherry:  20:17  
Yeah, my team is there trying to learn the new CRM. Like, when you're trained in different CRM, it's like a mind, like, okay, let's retrain you guys. So, it might have been; they may have done it manually or something.

Bev:  20:33  
Yeah, I'm assuming this one probably came back and gave a new number because it will go to green, but this right here, if it is a bad number, a) it's going to fall in the call filters that...

Sherry:  20:47  
Let's call Enza because she punked me. She told me: No. She's so mean. She's going to be a challenge.

Bev:  21:01  
How long did you call her?

Sherry:  21:03  
I called her; I think I called her myself. I called her around 11 o'clock this morning. I think she came in this morning at 8:48. Yeah. It's a good price range, 2.4 to 2.6 million.

Bev:  21:45

Enza: 21:46  

Bev:  21:47
Hi, Enza. 

Enza:  21:48

Bev:  21:49
Hey, this is Beverly. Just checking in with you real quick. I see that you had been online, and you were looking at some homes that looks like in the King area. 

Enza:  22:00  
Yeah, I'm just browsing. Okay, nothing. 

Bev:  22:02  
No problem, no problem. Future plans, Enza. Do you have plans in the future? Like, are you a year out, two years out?

Enza:  22:10  
Right now, I am just browsing, okay? I don't know what's going to happen in the future.

Bev:  22:14  
Not a problem. We'll just get you some emails. We'll keep you updated on what's happening with the market. And I promise we won't call you too much, okay? 

Enza:  22:21
Thank you.

Bev:  22:22
Thank you and goodbye. So, that is the epitome of walking into a retail store. Just let me effing shop myself, right? And there was no warm and fuzzy. And here's where we have to be able to step back and say: She might be going through a divorce. Her husband may be dying. She may have a kid dying. Like, we don't know what's going on in her world. All we know is she just wants to look at homes. That's all we know. And this is what I mean by building our dive base and adding value to our business. Because right now, Enza has zero plans. She has no idea what's going on in her future. Sherry, do you own a home?

Sherry:  23:15  
I do. Yeah. 

Bev:  23:16
And how long have you been in your home? 

Sherry:  23:17

Bev:  23:21  
So, you've been in there three years? Was this your first home that you bought?

Sherry:  23:27  
No, this is; I'm 34 now. I bought the first one when I was 17. It's been a while.

Bev:  23:34  
Okay. And then this is your second one. So, you were in? 

Sherry:  23:36
No, no, no, this is, I can't keep count.

Bev:  23:43  
Me too. I literally have to go back. Excuse me, think about it. So, when you bought this last home in 2019, how long did it take you from the time that you thought about making the move until the time that you actually moved into the house?

Sherry:  24:00  
I think it was, like, six to eight months because there was this one; I don't know how I got in contact with this agent. I think I made an inquiry about an ad, whether it was in the paper or whatever it was. And he was pretty consistent. He was pretty consistent. For the first six months, he would always touch base where like: Hey, I'm not ready. But I'm still on the market. I'm just not ready yet. And then, when I finally was ready, he was nowhere to be found. And for me, on a consumer side, I didn't care which agent it was. It just, like, whoever was in front of me at that time was who I was going to go with. And I ended up going with another guy.

Bev:  24:40  
And that is the absolute truth when it comes to internet leads. They're doing business with you because you're convenient, not because they're loyal.

Sherry:  24:48  
You're right there. A lot of the people that come back, it's because we're constantly sending them things. We're always in their face, always there, always a reminder: Hey, we're here. If you ever think about it, when you're ready, we're here, and it's just the convenience. 

Bev:  25:01  
So, let me ask you this question. Is there anything from the time that you started looking? Just like Enza, you were probably Enza. Like, I really don't know what it looks like. I really don't know exactly when I'm going to make that move, right? Is there anything that I could have said or done in that first initial conversation that would have changed your process of doing business with me?

Sherry:  25:30  
No. There's nothing because she's very astute, resistant. She's very resistant. She's, you can't create motivation where motivation doesn't exist. The only thing I was trying to get across to her is like: Okay, that's great. Enjoy the website. Is there a better time to follow up with you? When do you think that is? And then get a follow-up, so I could set the expectation for the next call. And she's like: Oh, you're bothering me. And well, you asked me, you wanted me. Remember?

Bev:  25:57  
And this is where I started realizing the necessity of categorizing my leads and why the tag system came into play because I couldn't possibly follow up with 50 Enzas, right? 

Sherry:  26:18  
I got, like, I think I had like 173 tags. And I had to really bring it in. But the tags, no, it was way too much. Because it was the CRM tags, and it was our tags. And then it was some other tags. But I live by the tags. Like, that is how I organize my system.

Bev:  26:35  
This is your storefront that you are organizing your stock. And Enza is a future opportunity with no plans. So, when you talk to Enzas, which there will be multiple people, and I even asked her: Is it looking like a year, two years? She didn't even know. So, I couldn't even put her in a just looking 1+, or just looking 2+, and she wasn't warm and fuzzy enough for me to even find out what the reason would be for the move. If I knew what the reason would be, if she would be retiring, we could be No plans, retiring and really hone in on two different factors. But right now, we just know she has no plans. So, we're parking her on the shelf in an aisle to be able to shop her later without overtasking ourselves. So, this way, we're just grouping them together. So, all the Enzas, they don't have plans. I can sit down one day and just go through the people that have no plans. And then I can break them up on: Oh, these people are still looking, and these haven't looked at all. So, we can just move her to Talked to, and let's see.

Sherry:  27:58  
I have a Contact made.

Bev:  28:02  
Do you have a No plans tag?

Sherry:  28:09  
We're organizing it. So, it's a little weird right now just because we're bringing, because I do a lot of tracking. I'm bringing things over, but not everything has been brought over. So, it's a little…

Bev:  28:25

Crystal:  28:26  
It is maybe just browsing. 

Sherry:  28:27  
Just browsing. There's just browsing there. 

Bev:  28:29
Yeah, there you go. 

Sherry:  28:30
And then a Contact made.

Bev:  28:33  
I like to get; so, this brings up a great opportunity in why I did what I did with my tags. Because I look at this like I look at my GPS. When I jump in my car, and I'm plugging in a destination, I love 5 miles here, 15 miles here, 10 miles here, 20 miles here, 5 miles here to my turns. It makes the trip go a lot quicker. So, when I look at my leads, I like my leads to be in groups of less than 100. Depending on how many leads, not now, if you have like 30,000 leads in your database, we're talking a whole different ball of wax. But the average agents are having between 1 to like 6000 leads in their dashboard, is, like, the normal dashboard that I see. So, out of that many people, there's a difference, in my opinion, between somebody that has no plans at all and somebody that's just browsing.

Sherry:  29:42  
Well, it's also like, for me, the big benefit of having the pipelines, the statuses, the tags, is really for the tracking because if I am seeing, if I'm tracking what I'm doing, then I know what's working, what's not working. If I see something is giving me great results because I'm tracking it, I put more money into that to get more of that. 

Bev:  30:03  
100%. And the one thing that the tags also do is help determine the biggest objections that you come up against. Because a lot of times, we keep getting the same objection and we have way more leads in one category than any other, and that's where we know we need to work on overcoming objections, right? So, when we're very specific, just like, and that's why I use a grocery store because grocery stores get very specific with their labels - tags. When you go down the cookie aisle, how many different styles of Oreos are there? Used to be, back in the day, it was just regular Oreos. Now you got double stuff, now you got mega, now you got vanilla, now you got pumpkin, lemon. I mean, you name it, you got like 20 different Oreos. And each Oreo has a separate shelf tag, so you know exactly what's out of.

Sherry:  31:02  
I have an Inside Sales Agent, and, like, we track her. Like, we not only track the ads, but we track the calls. How many appointments are set, and we track our conversion. We track, like, everything. How many of the people that you spoke to that said they're moving less than six months did you book? Out of those people that you booked, how many showed up? Out of the people that showed up, how many did you sign up? The people that you signed up, how many of them actually bought? Right? And it just, when you're able to track it, it can really…

Bev:  31:33  
100%. You're talking my language, right? And that's why the tags, it's beyond the tracking. It's the organizational piece. You want to go back and work them by the groups. Because you can have people that are just browsing, people that have no plans, people that are just looking for the next year, or people that are just looking for the two or more years, and you're grouping them, you can do a mass message to that whole group and say: Hey, last time we talked, I know you didn't have any plans. Or last time we talked, I know that you were just browsing.

Sherry:  32:08  
And mass texting is fantastic. Like, I send mass texts, and it's, like, we have a listing, and we'll blast it to, you know, a certain group. And all of a sudden, they'll raise their hand. I'm interested, send me the details. Or can I get a showing versus instead of going in manually, calling, you know, almost 3000 leads? 

Bev:  32:30

Sherry:  32:31
You can choose by organization.

Bev:  32:31  
And that's the beauty, right, of having your call lists. And then being able to have your list that you can mass text and mass email, and always be going back and forth. Because it really does take three forms of communication in the attempt to reach somebody.

Sherry:  32:46  
So, Beverly, I have a question when it comes to making the calls for the introduction. Let's say it's a Google lead, has come in, they've clicked on, you know, our website or browsing. What is the introduction?

Bev:  33:00  
So, just what I did with her. Hey, Sharry. This is Beverly. I saw that you were online looking at homes in the King area because it said that she was looking in King. This one right here; she came in on your region real estate information. I saw that you were online looking for information on real estate in the York area. 

Sherry:  33:24  
And then she turns around and says: Yeah, and? And how can I help you?

Bev:  33:29  
Just wondering what your situation is? Where are you right now? Do you have any plans? No, not really. Well, what about future plans? If you were to make a move, what does that look like in the future? Because you're taking that threat away. You're taking away their defensiveness because every single one of these people, when they see a number on their phone that they don't know, they're automatically shutting you down because they think you're going to sell to them. But if you open them up with; so if you call them on exactly why you're calling them, because if your introduction's too long, like I said in the beginning, we have seconds for them to determine if they're going to hang up on us or not. And if our delivery is: Blah-blah, they're like: What?

Sherry:  34:18  
Yeah, no, it has to be: Who are you, and why are you bothering me?

Bev:  34:23  
Yes. All they're thinking, and they're not even listening to what you're saying. They're like: Well, who are you again? So, I like to go right to the punch. Hey, Sherry, it's Beverly. I saw that you were looking at homes in the York region area, whatever. I don't know exactly what I would say because I don't know your area. But, I saw that you were looking for information. Whatever they googled, go right to it. And it's just like Enza. She was like: Oh, yeah. And I'm like: Well, what are your plans? Do you have plans on making a purchase? No, I don't know. I don't know what it looks like. A year, two years? No, I don't know. Okay.

Sherry:  34:58  
Right. So, now, with her, should I be blasting her with, like, some e-plans, some things like…

Bev:  35:06  
My opinion: less is more. I'm not a huge fan of drip campaigns. But I am a huge fan of delivering the results that they came online looking for. So, just setting her up on a general search based on what she was looking for. So, if she was at, I have no idea your price ranges here. So, if she was at an 800,000 price range, I would fixate her price range between like 650. and like 950.

Sherry:  35:40  
Doesn't the CRM do that on automation? Like, automatically?

Bev:  35:44  
Here's where the problem lies, though. The automation that it does, because we're online, and we like to look at the $20 or $30 million home. But in actuality, we're only at 1 million. So, if they're looking at something that's like: Oh, my God, look at this house. I'm dreaming big. Oh, look at the shack. That could be a good investment property. It's ranging them way too far. And then they're getting things that aren't making sense, and they'll unsubscribe.

Sherry:  36:14  
So, with her, she's looking between 2.4 to 2.6. So, I assume that she's set up based on, you know, the few properties that she's looking at.

Bev:  36:23  
She should be, but I would go in there. And I don't like to send them every single day because what happens with algorithms in emails is if she's getting an email every day, and she goes on vacation for a week, or she gets sick and doesn't look at her email for two weeks, the email delivery says: Oh, this isn't an important email for her, so I'm going to start putting them into spam. And then she's not getting them. So, I like to put them on a one to two times a week email so that we're not over-delivering and we have a higher open rate and click rate and less unsubscribing. Because if we just leave it for the system, it's never going to really meet or even be close to what they were looking for. 

Sherry:  37:19  
So, with her, I should just customize the listings that are being sent to her and then follow up with her?

Bev:  37:29  
Is that your highest and best use of time based on the leads that are coming in? Because what's going to happen as you have leads coming in and as you have conversations coming in, your queue is going to get more full. And your highest and best use of time is: I have a new lead come in. I want to find out where you are in the process. And I'm going to be hitting you heavy the first couple of weeks because I want to get a hold of you and determine where you are in the process. But if I'm calling you 6, 7, 8, 9 times in those first two weeks and you haven't answered the phone, you're kind of moving down my priority chain because I have new leads coming in. And the ones that I'm having conversations with, and I'm adding to my follow up and nurture, my reminders, that's going to start growing. So, only we can make that determination on what leads are our highest and best use of time. Is Enza your highest and best use of time on somebody that literally has no plans and does not know her future? Just let the automation take care of itself, which is why the tags are so important. I like to call the tags my extra credit. Because I can go back, you can put on your calendar: I want to look at everybody that's tagged with No plans and Just browsing and just see who's looking and not looking. Oh, I can filter it, right? If I'm back on the main screen, I can filter my leads based on the activity being most recent, so if I'm pulling up my people that have no plans, and I pull it based on most recent activity, and it pulls up, and it shows: Oh, Gosh, she was just in, let me just see here. I'm going to try and get an idea here. I don't know that any of these are really set up on; they're not coming back in.

Crystal:  39:27
No. Those are all either imported or Facebook, or they're using the form. Yeah, a lot of these aren't active. Those are all on the same day, and those are an import. They're all the same day. Yeah.

Bev:  39:39  
Now, when the import happened, are they going to manually need to be set up on searches, Crystal? Or is there a way to?

Crystal:  39:49  
Yeah. They can send it so that they get the link to the site to go in there and potentially create their own search. But ultimately, yeah, unfortunately, Sherry would have to manually set them up.

Sherry:  40:02  
Aiden has; he's told me he set it up. So, when he did the import, they're going and getting the notification from the unbranded websites. So, it's set up because I told him, like, the way that I run it, I don't give him anything. And he goes: Well, let's just leave it as is. And I have, and I've noticed a lot of people are activating their email to register. And I was, like, this lead is active, this lead's looking.

Bev:  40:30  
That's what I was going to suggest because what that's going to do, Sherry, is it's going to take your 1212 leads that you've never spoken to, that supposedly have a valid number, or we haven't confirmed it, and it's going to change the priority. Because if they've logged in, or if they've registered, they're going up on my priority list. I want to start with those people. So, determining by the groups, so, let's go back to the tags for just two seconds. If you go back to the tag, and let's just say that there's, we have 10 people on the page. Let's just say we're toggling between the 10. And we go to Activity, and we want to say: Who was the most recent first, or we can say: Who haven't I contacted most recently? I can show Most recent last to say: Okay, I haven't contacted this person. And then when I'm scrolling down through here, I can look and see: Oh, Gosh, I don't know why I, like, froze here. So, let's say you were using your call log, right? You would see on here that you made a phone call, say, six months ago, but: Oh my Gosh, they just logged in 21 days ago. I want to talk to that person. So, you're looking at 10 at a time, and you're able to use your dashboard and the tools to determine your priority within the groups.

Sherry:  42:04  
I was also wanting to know this question where we have a client. Because we want to track their activity, while the CRM has the ability to track it, they clicked on this, they opened this, like, even all the emails, everything is literally tracked. So, I was trying to get my team to start using this instead of the MLS. But the only thing about this, there's a two-hour delay. That's the only thing. But other than that it…

Crystal:  42:40  
It has a hole every two hours. Yeah. So, listings get pulled every two hours. So, you can send listings to your leads up to three times a day.

Bev:  42:47  
So, Sherry, my response to that is the leads that are in here are in that nurture process, they're not physically in your car, and you're actively engaged, showing them properties.

Sherry:  43:04  
So, keep those the clients that have, like, signed agreements with the MLS, so they're getting right to the minute, and then everybody that's nurture, keep them. 

Bev:  43:14

Sherry:  43:15

Bev:  43:15  
Yes. Because that's the way that you can actively work the system. And I look at a lead, right? I am not going to take the time to go in and set up Ella at all because I don't know who she is, what she's looking for. She's not worth my time until I have a conversation with her. Now, can I, like, set it up while the phone's ringing? I can go look and see what she's looked at. I can set up generally based on a scope of a price range or location. But I'm not going to spend time setting somebody up for them to go use mom that doesn't have a website, that is a Mickey Mouse realtor that sold two last year, because some of these leads are going to be doing that. So, I do not take the time to get specific with their bedrooms, with their bathrooms, with the garage, with the price, like, the exact price ranges, until I have that conversation with them.

Sherry:  44:14  
Some people, we have them on, we signed them, and it turns out they can't qualify now. So, then they go back in, but it's always, it's just, I thought it was really, really neat that you can track so much. Like, literally, did they open this email? Oh, it's opened. It's a click. They clicked on it, but they didn't open it. 

Bev:  44:34  
And you can work your dashboard by that, and that's the beauty of placing it because then you're able to raise your priority leads to the top. I haven't talked to you in a while, and you've been actively engaged. And when you tag them, I don't have to, like, let's just say this was, has an agent tag. I wouldn't have to open up Sumeet if I was looking at my contacted leads to be able to know what's going on. But: Oh, has an agent. Whoop, I can call from right here. I don't have to go through the notes. I know exactly just by the tag why I haven't converted them yet.

Sherry:  45:11  
So, for people who have, like, bad numbers, or I'm constantly getting their voicemail, I have, like, I guess it's a drip campaign or e-plan or something that's going out to them constantly asking them: Hey, I, you know, you're looking for this. Is there a best number that I can call you on?

Bev:  45:27  
Yes, absolutely bad phone number campaign. I love your bad phone numbers because, literally, no other agents are working them. 

Sherry:  45:35

Bev:  45:36
The majority of all agents trash their bad phone number people because they can't get ahold of them. And I'm like, that cracks me up because nobody wants to call their leads anyway. There's no competition with bad phone number leads. And if you're working them, you're increasing your chances of converting that lead. Because if they're a bad phone number in your dashboard, if it wasn't a typo, they're going to be bad phone numbers in everybody else's dashboard. Yeah. Crystal, was there anything in the chat that we have not addressed?

Crystal:  46:07  
There is. I'm just seeing. I'm just kind of looking at this.

Bev:  46:17  
Sherry, I love your attitude. You're going to kick ass, girl. You've got this. Like, I love that you track, I love that you're geeked out about it. Because that can be fun, right? It's not just about the conversion. It's about how can I use this to really know my business?

Sherry:  46:39  
Because, you know, I'm not a very analytical person. I'm more of a typical sales personality. Like, I have some dominance. I can; I'm social. But when I looked at, like, my personality score, I'm not analytical at all. And to build a real business, a sellable business, you need to work on those things. So, when I saw the benefits of, like: Hey, if I really want to know where to put my money, that's a great thing I love about the AgentLocator. Because although I know how to run my own Facebook ads, I sat there and I said, let me act like I don't even know what I'm doing. You tell me where should I spend my money? And it goes: Well, where's your marketplace? I'm like: This is the region that I'm in. Like: Well, in this area, because they're running ads for like a lot of members, right? So, they're testing. Okay, this ad in this area is doing this much. So, they'll say, you know, for example, Richmond Hill cost per lead is x, you can expect to get this many leads for this amount of ad spend per day. But if you go to this part of the region, the cost per lead is lower, and you get more leads. I'm like: Okay, I'll put my money there, right? So, because they are a lead generation company, they can see things on the large scope versus me going in and testing with my own money. Oh, it didn't work. Let me guess. Like, it's like throwing a dart in the dark versus giving it to the professionals and saying: Listen, you tell me where you think it's the best place to put it. I love it. Yeah, it's, kind of, you get kind of crazy about it, like, obsessive. If you're making money, you get more invested.

Bev:  48:27  
Yeah, my sense of urgency is so ridiculous that I don't like to waste time. I have zero analytical skills in me whatsoever. But because my central sense of urgency is so demanding, I have to figure out the intricacies to make it work super simple for me. 

Sherry:  48:45  
And you see the benefit. The benefit is when you make money. When you say: I just made money, well, I want to do more of that to make more money. And then you just keep expanding on that. And just, it grows, you know?

Bev:  48:58
It worked for you. 

Sherry:  49:00
I love it. This was the CRM. I was going to; I've done demos with a lot of CRMs. And this is very much like Sync, except Sync is very expensive. 

Bev:  49:10

Sherry:  49:11
So, and this has everything that I need. So, it's perfect.

Bev:  49:16  
Okay, Crystal, what do you got?

Crystal:  49:18  
Will is asking if you're leaving a voice message, how many calls? I know there's a lot of chatter around this, and things are shifting, but how many calls would you make before leaving a voice message?

Bev:  49:28  
Test it. Everybody's market is different. I don't like to leave voicemails for a couple of reasons. It takes me too damn long. I just like to create the callbacks. I'm: four rings, next, four rings, next, four rings, next. I let them call me back. Because as soon as they know that you're a real estate agent and they're an Enza, block.

Sherry:  49:46  
Yeah, they're screening now.

Bev:  49:50  
Absolutely. It is too easy for them to block. So, I don't leave voicemails.

Sherry:  49:55  
I've gotten some results when I've tried them many, many, many times, and I keep getting their voicemail. I left a voicemail, you know, like, the final way of actually doing it, worst-case scenario. And I said: Hi, this is Sherry from such and such. I noticed you were doing this. You call me back by the end of the day, you know, I'll give you $1,000 savings off of your whatever. And I've gotten people who were like: What was that, you know? Then they'll respond. 

Bev:  50:22
Call to action. 

Crystal:  50:23
Yeah, there's going to be something for them. 

Sherry:  50:26
Yeah, but I never leave voicemails.

Bev:  50:28  
Or, leave them with the question: Hey, Sherry, this is Beverly. I've been trying to get a hold of you. Give me a call. Because then, like…

Sherry:  50:37
Who is it? 

Bev:  50:38
Yeah. Do I know her?

Sherry:  50:38  
This is Beverly. What does she want?

Crystal:  50:40  
Yeah. Yeah. Exactly. Sadia is saying: With your sellers, and this is common, because same as buyers, that they weren't ever actually looking to move. So, essentially handling that objection, as well as I guess when she is calling as well, sometimes they're upset because they didn't actually request the phone call. And so, like, why are you calling me? 

Bev:  51:06  
Yeah. So, with that respect, I don't ever assume just because they logged in or they were looking for information that they're planning on selling. That's not my intention. And that's not what I'm looking for. I want to know that they found what they were looking for and come from a concierge perspective because it's probably a home evaluation lead. And, so, I never even assume that that's their home. Because there are some people, like I said before, they drive by a house. I wonder what 123 is like, and then they find a home evaluation. They put in the address of the home that they like. So, never assume. What's that make? Assume. So, when you're calling them, it's like: Hey, Ella, I saw that you were online. And you were interested in the value of 123 Main Street. I'm just wondering if you found everything that you were looking for? Yep, I'm good. Well, just wondering, did you like the number you saw? Did you like the number you got? That's a yes-no, right? No, I didn't, or yes, I did. Elaborate on that. No, I didn't. Yes, I did. It's the exact same answer. I just wanted to let you know that's a very general number, based on what the computer finds in sales that are around you. So, the numbers can be very skewed because you could have a low sale, or you could have a high sale. Are you interested in the exact number? And that's it. Educate them. Help them. And just ask them. Say, you know: Do you plan on making a move in the future? No, I was refinancing, or no, toe tag home, right? I'm going to die here. They're going to take me out of a wooden box. Okay, great, next. Whoa, I don't have to call you back.

Crystal:  52:54  
Yup, a lot of them; so, the thing with seller leads is they cost more money, and they're at the same motivational level of a buyer lead. 

Bev:  53:01

Crystal:  53:02
A lot of them are just curious.

Bev:  53:06  
Buyers are disguised sellers. Not all of them. But a lot of them are the same.

Crystal:  53:10  
A lot of them are a repeat. And they, and the sellers are going online, checking out the listings in their area or where they want to move before they're even considering getting anyone to hunt for a house.

Bev:  53:20  
100%. Especially in today's market because that seller doesn't want to be a buyer. They're looking well before they even think about putting their home on the market.

Crystal:  53:30  
And Sadia, we can definitely; I'm going to actually copy your name here to get you on the; it'll be next week or the week after because I do have somebody else that wasn't able to do it today, but may be able to do it next week. So, we'll see. But I will put in here, April 24. All right. Gosh, we're almost in May. Imagine that. It's just, like, mind-boggling when I do these, and it's, like, time just goes by way too fast. But that is really, I think…

Bev:  54:11  
What's the calling schedule, time, and day. Yeah. There's no bad time. Be consistent. That's all I can say: Be consistent. Just don't sit down one day and make a bunch of phone calls and don't do it again for two weeks. It's the consistency of your filters. Sit down and freaking do it when it's a good time when people answer the phone, which is why I follow my four-ring - 23 seconds because it creates more callbacks.

Sherry:  54:43  
So, you call four times in a row, you mean?

Bev:  54:48
No. So, each dial, I let it ring four times which is approximately 23 seconds. And then I end it and go to the next. And then go to the next. Because think about your cell phone ringing, right? Your cell phone rings four times, or it's ringing, 23 seconds, you're hanging it up because you're on the phone, or you got a bag of groceries, or it's a bad time. I don't want to talk to you in that moment. It's a bad time.

Sherry:  55:16  
I double-call. I'm that annoying person. I call you. It doesn't go through. I call back. And then I send a text, and I say: Hi, Beverly, are you available? And they call, and they're like: Who is it? I'm like: Oh, hi. And then I quickly run to my...

Bev:  55:32  
Me, because we dial so many websites and so many leads, we're just 23 seconds, next, 23 seconds. Just like your phone rang, right? People call back. So, I would rather leave it on them. But I love that because what is your intention today when you sit down to call your leads? Are you going to do the 23-second thing? Are you going to sit and call them back to chat? Like, every day is a different day. Play with it. Track it. We'll leave some voicemails, track it. See how your results are because everyone's market is different. Everyone's leads are different, and everyone's end results are different.

Sherry:  56:10  
And your time, the time of day when he's referring. So, that MIT study is, it was based on nine to five. Like, for myself, I've always, evenings have always been best. But you had said, call at different times of the day. So, my schedule, the real estate, it's totally different than, you know, my evenings are always busy. You can't get me in the evening.

Bev:  56:32  
Remember that people have schedules. And if you sit down to dial from six to eight every night, their kids may have sports every night. And that's when they shut their phone off, and you're never going to get a hold of them. Or if you sit down to call in the morning, you're never going to get a hold of them, certain people, because they have their habits. Everybody has habitual habits. So, we have to change it. So, my rule of thumb, morning, lunchtime, late afternoon, early evening. Change it up between those four times, and you're going to increase your chances of them picking up the phone because you're going to be hitting them at different habits of their day. 

Sherry:  57:14
I agree.

Crystal:  57:17  
Awesome. I think that's it.

Bev:  57:20  
Thank you, Sherry.

Sherry:  57:22  
Oh, my God. Thank you guys so much. I learned so much. It was amazing. Thank you for having me.

Crystal:  57:27  
No problem at all. 

Bev:  57:28
No problem. You go have a wonderful day, Crystal.

Crystal:  57:34
You as well. And Sherry, I'll research the schedule and especially go through all your stuff.

Sherry:  57:39  
Amazing. Thank you. Have a great day. Take care. 

Crystal:  57:43
Bye guys.
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