Never all right? Okay, You ready? We are ready. Okay. you can roll whenever you want to go. we can roll it.

hey. I Don't have any major trauma happening this time too, so it's good. This is great I Don't have I got Emily Terrell in the house. Ladies and gentlemen, here we go I Really need that.

That's so great I will be totally okay with that's how you introduced me. Be fine. Be fine. All right.

If you're looking for are we going? Okay, there we go. If you're like me, you're looking for ways to win in your real estate business. In 2024 today I've got coach Emily Terrell in the house. How are you my dear? I'm doing great.

So I think people need to get context. You are married, you got kids. You're going to sell 50 plus houses this year. You're like 52 already and you're coaching.

what is it I Want to make sure? I get this right: 37 different agents that are averaging 26 trans actions a year. The first question people are going to ask is like when do you sleep like how do you manage all that But that's not the point of the show. We want to talk about what an agent has to do to be successful in 2024. So youve got your personal transaction, business and your years of experience.

But you're also helping guide and navigate all these men and women that you're working with. So if I just said to you just open-ended what does someone have to do to win in 2024 in real estate? So it in this podcast actually comes at at a perfect time because we're business planning right and I know business planning seems super boring, but it realistically is the place where I would tell people to start something that I'm doing with all of my coaching clients right now and it's been really successful for them Is figuring out what business they've done in 2023 right? But I Want to be clear we don't Just does that mean that mean we don't We? We don't just sit down and go. Okay, I've got eight from my sphere of influence, four from expired two door knocking. We go deeper.

So we start with for example sphere of influence and we look at where that sphere of influence truly came from. So for example, one of those was from a high school friend that has been following you on your socials. Instagram Facebook any of them, another one or two of them are from. You know, my kids do Brazilian jiu-jitsu so I spend five days a week there and my husband so it's a lot.

You know. two of my transactions came from my sphere of influence from Brazilian J to yes. So we look at not only the category in which you got your deals, but also the subcategory. yes so I love that because most people will just say hey, where' your business come from oh it came you know from my sphere in my database corre and I'm like did it like did it really like or were there subsets of your database that produced a greater yield that you probably spent more time with.

Maybe just more time at the Jiu-Jitsu as an example. So so step one is to go more granual and break down the the actual transactions correct. As a coach as a business person, for the person listening, what is the outcome you want from that is it awareness? What? What are you looking for them to get from that experience? Ideally, we take those the data and we start translating it into a marketing plan. Now people get overwhelmed when they sit down.

They put their entire marketing plan so that's what the subcategories come from. We create micro marketing plans. So yeah, just an example. I Have a coaching client named Jenny Hensley She's had a r North Carolina Love her to death.

She does pot buys. Yes! And so through this process we actually found that this year she did eight transactions from a combination of pot buys and social media with when she posts about them, it's the entire plan. And she did 125,000 in GCI from that one lead Source alone? Yes, so from that. but do we know how many? How many times she stopped by and did little gifology stuff? Like all of it we do, We know that we can point because of these activities we've done.

We can actually pinpoint that when she's doing pot bues between putting them together or dropping them off, she averages like $2,300 an hour. Yes. And that's really important. Now that comes from tracking.

Yes. And it's so. It's a start of. The first exercise we did is figuring out where it came from.

Then you create your Micr marketing plans and determine what you need to track. Now, do you need to track the entire year? No. You can do about three months to give yourself a great average 100K and 100 days. It's a perfect example of it.

Exactly it. It's I Know that my coaching clients between a combination of calls and text messages average 168 calls and text messages per listing Yes, and we know listing taken per listing Taken. That's bananas 168 And then of calls and text calls and text because the texts are the game changer right now they are I know we're GNA I know we're going to unpack that. but I want to go back.

So so the person listening I'm G Emily There's a good chance of the person listening right now is not real analytical, right? They just they they are. They're so Dynamic right. They're so good with people. They're not that great with the accounting side of the business.

And and we're saying the first thing out of the gate is you got to get super detailed and granule and figure out where did your transactions come from. But don't be. Don't be lazy Said with love and respect. don't be, lazy and actually say no.

But wait a minute. Where did it really come from Correct, right? Because if you got 850 people in your phone and you did 19 transactions and 12 of them came from your sphere, did they come from your phone or or what were the micro campaigns intentional or not that you did And I'm assuming. So, step three, we can do more of them correct. And and that's going to be step three because I mean for example, if you find out that your you know there's a a coaching client that I have um, her name is Valerie She's doing pot buys at schools.

Yes, she's actually determined that in the five years she's done them, she's only ever gotten one transaction. But here's the problem when we started unpacking that because we just sat down and talked about what she doing. What she's doing is she's putting the pot Buys in the teachers mailboxes and they know that she's there. But she's not creating any type of plan to actually reach out and give some FaceTime right to follow up and actually nurture.

She's not. Yeah, she's not creating those relationships she's doing almost like when people set up drip campaigns. they use it as a crutch. Y, she's using it as well I Put the pot Bues there.

That's enough. Yeah, but it's not enough. She needed to actually go in and create it. So we've just adjusted that marketing plan and so now she's actually going in when teachers are having inservice days, faculty meetings and dropping off Donuts or goodies for everybody.

Yes, instead of those individual ones. She during the summit where it was about helping teachers buy houses right and being the resource for them. So he was doing a lot of that is is your client trying to do that or is she trying to, you know, sort of be into the fabric and the ethos of the school. So any one of the you know kids parents wants to buy and sell like what's her strategy? Um, realistically right now her strategy is just going towards teachers.

Got it? So it's helping teachers buy and sell now if the byproduct of parents. But right now the goal is Teachers Got it? I Also, you probably guess, but a lot of people they dabble I know Jason Pantana loves that word. They love to dabble. Don't be a dabbler in 2024.

Go all in, go deep or don't do it at all Correct. So with her we're focusing on the one lead Source Yes, we're not trying to over index and you know, just put her to where she's trying to do 10. We're focusing on the one. we're systemizing it.

We're making it highly profitable. tracked, measured, basically buttoned up, and then once she does that, then we can add another layer to it. Then we can add the layer of working towards parents and working towards other schools. But I'm trying to not have her lose focus on teachers.

We're focusing on that one lead source and not overanalyzing and over indexing what we can do. So where does just just kind of, you know? friend to friend for the person listening right now. If you're thinking about adding new sources of business next year, CU I Know that's going to be a part of this equation I'm curious with every lead. Source Do you look at like what the addressable Market is like? We would call it the Tam the total addressable Market That's a a very business savvy.

What's the Tam Like How many how many actual people could I serve like when I Think about teachers is this is this like in Texas And there's like five high schools in the same you know area and there's eight million kids and they all play football on the cross right? Is it one of those Mega schools? Or is? Does she have this super micro number of teachers that I don't know? 30, 60, 880, 100, 200. That's like a really small farm. Is there a big enough addressable Market to really turn that into something for her? She's actually doing in a school district. Multiple elementary schools.

Okay, so that makes more sense. She does. She has that and realistically, it's It's two parts to that. so it's having the numbers and it kind of depends on what your lead source is.

so it's having a big enough Tam to where it makes it worth it. But then also, it's your access to your Tam So if you have a better relationship and it's more accessible I mean for example, your well, your past clients I Mean that's a really small group and if you put the effort into it, then that really small group can can multiply. Yeah, One of my Amanda Pinkerton right? Love her to death. She's actually in Queen Creek Arizona Yes, she does 35 transactions a year without fail with a 468 person database.

That is it. Mhm and she knows that because of no. But that's it Because you can break down the detail. No one showed up in an open house that she didn't know she do houses.

Okay, so that I wanted people to hear this. Yeah, she only works her 468 person database. Yes, that's it. Everything that she does goes towards that database.

Yes, To get her a consistent 35 transactions a year. Love it. So we're working on make 468 a th000 Yes, make it 2,000 Yes, but without losing the onetoone relationship. Quality connection.

personalization. Correct. Yeah, So how do you do that? How do you? How do you expand? How do you select who to go in? and then how do you go from? Hey, I'm already busy with 35 transactions and nurturing 468 relationships and now I'm going to add 500 more to it. so it's not.

That sounds like a lot correct. And this is a long-term goal. Remember, you know coaching is long-term Yes, She and I are not planning for this year to build up to 600 700. We're talking about her long-term goals.

The five 10 year goals. Good. So what we're doing is first thing is we're looking within her actual ecosystem and her sphere. And who who's not in there? Who does she need to build and nurture that relationship And then the once somebody is at a point where she can say you know what I can text them at any time and connect and just say hey, let's go play pickle ball Yeah, and they'll show up y if she has that relationship then they go in.

Once they're at that point, they go in. she's not dumping just oh. I Met you at an open house and we shook a hand and said hi, yeah it's people she actually connects with and then of course she have a sub database of those people that I know she doesn't do open houses but we get we. We meet so many peripheral people right? Like like do they go into a separate like a prospecting database as an example? Um, not really.

we're not focusing on that. She does have niches within the database though, of course and so we focus on that of how to provide that relationship within those different niches. So she specializes on horse properties. Got it? So she's got a portion of her database that is strictly focused around that.

and then she's got other you know, parts of the database that are friends and family that are not necessarily going to buy or sell with her. but we're looking for referrals. Yeah, so we just take that database and then and then pass clients. They're done, they're still in her database, and they're worked.

but they're um, just they're worked in a slightly different way than she may work some of the other niches within that database. So the thing that keeps coming up for me. and I I I think for the for my friend listening right now it is. Know where your business came from, know how you got it, and then creating a bunch of Niche sort of micro marketing plans.

which by the way could be for a geographic farm for open houses for Google leads I mean pick any one of the you know 50 plus lead sources. Yep, um, so how does one put together this sort of mini micro plan? So going back to our numbers. the first thing I would recommend looking at is your seasonality because you need to have time to do whatever you say you're going to do. You have to have time to do it.

Yes, so look at your seasonality. That's very simple. very simple plan. you figure out when you sold houses.

January February You just do it by the months. So you figure out when you're going to be busiest now. leading and lagging indicators: If you're closing one today, you're not busy getting it. Today you're busy getting it.

You know, 115 days earlier than that. So we want to make sure that we understand when we need to push for additional marketing. When we need to, you know, understand that we're busy. For example, Jenny's Pot Buys Jenny Hensley She is extremely busy in October A lot of her marketing pushes to really heavy Octobers So she reduces the number of pot buys that she does MHM And truly, she only does about five pot buys a year.

Yeah, total Yeah. And then she does giveaways with social yeah that are connected to those same people. So she sits down, she grabs a calendar and she says okay, I don't want to do a Christmas pop bu because everybody does them bingo I Want to give a custom wine bottle in January Smart because now when people are stressed, they're having to put up all their Christmas decore. They're like thank God wine yes and so they love it now.

obviously only for your wine lovers Yes, my buddy John Ruland who wrote the book? Gifology would say careful with alcohol because not everybody drinks it and of course he did that live on a show when I just said yeah I Moved to this new building and I got everybody in my building a b of booze. He was like don't do that I'm like oh it kind of worked right. but I understand what he's saying. Yeah.

But and for her, she doesn't do everybody. Not everybody gets a pot by every time it is customized. But so she she you know takes that into account and then she knows that February she's only going to do a a giveaway on Facebook or Instagram she's going to do a poll. She's going to do something where she gives something away.

It's she has. That's what she has time for and bandwidth. Yeah, because she doesn't want to do something half ass. She wants to be all in.

So it it feels like if you took like a a bell curve and you actually looked at across the world real estate and again in Arizona it's going to be a little bit different. It's going to be right. But if you're in like the Northeast if you're in Florida it's going to be different. Yep, but it's basically plant seeds.

You know, cash out and then start planting seeds again. Yep, right? right? Like those are the say. Basically the two cycles so you you can't stop in the summer, you can't. Well, the second you stop marketing, you push off 115 days from your next closing.

Yep, right. or you as we've seen so many times I work every one of my leads. Some don't close, some do close and then I wake up and I've got no pipeline right? So we always have to be marketing. But it's being mindful that I've got to be more.

I Don't know if the word is aggressive, but it's strategic. It's more intentional. Certainly in the fourth quarter, certainly in the first quarter, because for the most part, spring and summer people are hair on fire. Busy.

Yep. Interrupting my own show with a quick little announcement. If you're like me and you recognize this is the time of the year when we've got to make decisions. We got to look back at what's worked in the past and decide what we want to have happen in 2024, then yes, it is time for you to get your plan together.

Now, if you're one of my coaching clients, you know you just go inside a loom. You download the 2024 plan, you and your coach work on them together. If you're not one of my clients, go to Tomferry.com There's be a link below. Download a copy the plan, get to work on it, use chat GPT and other resources to answer the tough questions about the strategies you need to implement to ensure your success in 2024.

So Tomferry.com get your business plan and let's get to work. Now let's go back to the show. Well, and that's also another problem. And it's something that I work with my coaching clients on is creating transaction management plans and systems that are more automated.

Um, that are more and that's how I run my transaction You asked in the beginning like where do I have time to sleep I leverage people in technology to make my life more efficient. So let's switch gears and let's talk about that. How do you sell as many homes as you do? Help all these people take your kids to, you know I almost said Taekwondo but to J too and then and then I I watch you on Instagram It seems like I'm like I travel a lot but you really travel a lot to. So so what are some of the hacks? Because everyone's looking for like what are some of the things I can do to get more time back? So you said technology and people.

But everybody says that What technology? Sure, what people, how do you pay them? How does it work? Yeah, so I'll give some very specific please. Okay so and I'm going to do this because it's a mindset shift. Yeah, right? To get to the point where I am everybody wants to do it, Nobody effectively does it. To get to the point, it's a mindset shift.

It's understanding that let's say I wanted to double my business I'm just going to make more work for myself if I wanted to double one lead pillar I'm going to make more work for myself. but if I 10 times it it becomes about the who mhm, not necessarily the how MH So the first thing I'm going to do is I'm going to leverage people. So I brought on a partner because I learned that so and this really came about when my mom was sick. Yeah! I gave up six weeks of my life 100% devoted to her and it was the absolute best Six weeks of my life.

Yeah, because it was her last. So I needed help because I couldn't leave her, she couldn't be left to go and show houses. So I found a hungry newer agent I say younger but she's older than me but newer agent and I leveraged that person to show homes for me. and then I needed to start leveraging other people and Technology to do transactions as well because for me, that's a big time suck big time.

I also needed to leverage those transactions for more business as well. So now I'm going to I'll name drop some tools that I use pleas please. it's not about the tools, it's so. but I use a program called Next any Kst I Love it.

It works perfectly for me I start a transaction and I started at pre-listing appointment and then there's a pre-listing then listing and seller contract to close because I do most almost all sellers I'll do like one buyer but I put my transaction into this system. Nothing runs in my head I have too many things going on I have to remember my own business and 37 coaching clients businesses at all times I can't remember that I can't remember my business. So I put that into there there and every day I don't log in anymore M My partner Marissa who runs that portion of it she will log in and knows exactly what transaction we have going on and exactly what needs to be done every single day. It has automatic text messages.

Automatic emails. We're doing custom emails Now we're using things like be Human AI technology to create custom emails that have people's names in it. Yes, so they'll know because what's the number one thing that people buyers and sellers they complain about with their agent? Lack of communication. Lack of communication.

So I stop that by just creating automatic communication. They really just want to know what's happening next, right? So we have videos that tell them hey, your option period which is in Texas like an inspection period. It's over. Here's what happens next.

Yep, so pre-baked videos that educate your customers that just are automatically sent at the appropriate time. But there's so many people we talk, we talk about this and so many good agents have done this. Um, so how did you select Net N Kst versus Transactly versus I Mean there's so many and again, they're all. They're all great.

Whichever one you use is great, right? it's perfect which one? Whatever one you use and you actually use the tool effectively is the perfect one I try to use uh Trello and I don't do Can-Am boards very well I found this about myself so I Googled I was like real estate transaction website physical checkboxes because I wanted that visual like I want to cck the check comes up and this program come came up and I was like oh let's check this out, there's a free version perfect I can try it and so I just went through I created custom plans that are for me and then I just started using it now. However, I will say this it was a mindset shift. it was well, you know I don't really need to remind myself to, um, remind the other agent to schedule the final walkth through. Yeah, I just know to do that.

but so I had to shift my thinking that yes, even though I know and I can run it in my head I don't want to because the next thing that I did once I created this system I went. Why am I doing this myself? Yeah I need to I need to leverage somebody and you One struggle that some of my coaching clients have when they hire their first person is they hire an assistant or a VA with the expectation that that person's going to come in. for one, they're going to learn by osmosis. Never.

It works perfectly every time. I'm just kidding or they're GNA come in and help you fix the job. They're going to come in and put the job together by just knowing what you need but they don't They don't know what you need, they run transactions, they're not living inside your head correct and so what ends up happening most of the time is because they they don't know what you want. they're not learning by osmosis and I did this will tell you on my first two assistants.

so I can speak from experience I would instead of spending the time to train them I would just do it myself and then eventually in my head I went well. if I'm already doing it, why am I paying somebody yeah to not really do anything I might as well not have one. So for me I had to do a mindset shift. so once I created next I was like I don't need to actually do not one, not one task on here do I actually need to do perfect.

Here is the assistant's job when they walk in and that was the first thing right and so now really cool off like amazing tools with AI we can use something like Scribe to create Sops it's my favor create. you can use scribe to doops if if you want. you can film yourself doing the task on zoom and then have them watch that. I want my anybody that works for me to be able to have at least three different ways that they can figure a task out for themselves before they need to ask me.

Read it, See it, Watch it. Yep, something like that. yeah and then hey, guess what before they ask me? yeah they G ask chat GPT or they're gonna ask Google right and then only then can they ask me now I Don't want them to spend four hours figuring this out, but if you give a good college try and you can't you can ask me right. but at least try it first.

So I love the I love the specificity of that. Go back to the partner. So you started with partner then you mentioned assistant. so is your assistant, your partner, your partner, your assistant because I kind of thought it was maybe a junior agent who you were like.

look I'm going to pay you a small amount of money to go on do showings which which is another great way to leverage. So unpack this and I want to know like how do you pay them they're they're G everyone's okay. Well how do you pay this person like oh my goodness right? yeah and I'm love to be open about this. So I have uh I've had two partner like true Partners AAS before and not that either one of them crashed and burn but they didn't They weren't long-term Yes.

So what I learned is this: I'm an A I mean I'm a high D if you haven't guessed like a 99 D 99 d99 I But so I can't have another A yeah. plus. Also, why do you want two? A's one of them? You can't have two atill of the Huns right? There's only going to be one Yeah. So I do an A and A B mhm.

So Marissa does does and coordinates our Vas transaction coordinators that we have. but she's the B Which means that if there's a problem or there's a decision that needs to be made, she asked me. Got it? What's great is that I've trained her and given her all of the tools 100% that I don't actually need to number one see her ever I see her maybe once every two months. Yeah, does she work remotely well.

she's in San Antonio Okay, she on the other side of town. Okay, all right I could see her every day, but I we just don't There's no need to. and then honestly, I'll go a week without actually having to talk to her MH Now sometimes I'm like there's got to be a control freak watching right now. Going 100% there is.

You have to create a system of checks and balances. Next is that for me, slack email text you're in communication with. There you just don't see her I don't see her and and she truly could I've trained her enough and given her the tools that she can do a lot of on her own. she uses followup boss.

We work expireds. I I'm going to plug this look at expired in your Market Oh yeah, let me do this. Look at expireds in your Market Don't just look at them, work them, they're coming out, they're pushing up San Antonio is averaging 25 new expired a day? Wow, Yes, Okay, that was my Soap Box Okay, all right. Um, but I've train so I know that she calls every day and guess what? She doesn't have to figure out who to call.

We've created Sops and we've created in follow-up Boss We've created messages or not messages, action plans that she just knows. She logs in and she's like these are all the people I Call yes and it's perfect. And if if we bring other agents in, we don't have to guess, these are the people you call. this is who you reach out to.

Okay, so so again, I'm going to go back and say the very beginning of this was some people are just not good at math and the calculation and the organization, but they are phenomenal at people. Yep, right. You seem to have the combination of the two and that's the high eye side, right? That's figured out Like you know, you got to be warm and friendly and conversational. Yeah, how do you recommend the person listening right now if they want to win in 2024? So they got to analyze where their business came from? Correct, They got to create some micro marketing plans which I love that you got to figure out the seasonality of your business when you really got to go hard versus go lighter because you're busy showings and selling and all the other stuff.

Um, but then we talked about you and you're like, well, you got to have a transaction man, man. Platform: You got to have a partner or an assistant Because otherwise how do you sell 52 or 60 homes in a year and have a great marriage and have time with your kids and coach and travel right? Like it's just impossible. Yep, so so to the person that isn't coaching, you know, maybe has two kids. Maybe it's a single mom or dad.

Should they have a partner? Should they have an assistant? How do they pay them So with me? because of the amount and I'll be honest the way I work with Marissa because of the amount of work that she does and the amount that I'm able to take hands on she Tak 50% of my bus. that's beautiful but I also only work real estate wise I've been able to cut it down to 10 to 15 hours a week. Yeah, so 100% like, what do you do in the 10 to 15 hours? I'm guessing appointments would be my first thought, but I'm sorry for interrupting. Nope.

I Actually haven't been on a listing appointment in a year. Even better I Trained Marissa to do my listing appointments my way. and if people ask, well, where's Emily we have the best answer. Yeah she goes.

oh oh you don't You don't want to talk to Emily Why? Because if you're talking to Emily there's a problem. Oh I Love that Emily only comes in when there's a problem. so I mean I can and you even did that with such a serious face. For the people that are listening right now, you went from like like you know, hey to oh no we only get Emily involved when there's a problem.

she's kind of like she's Mrs fix it. Yep, you're M you're Mrs Clean from pul fiction Yeah right, yeah and then realistically like that's that's where and she and guess what higher order thinking skills Marissa I Will give her all the credit. She came up with that idea because people were asking her and so she's like what am I going to tell them you don't? Yeah, you only fix things and so she did And it works. Amazing.

Nobody asks to speak to me even though my name is there too. Not one person asks anymore. But so back to it. So coaching client: Jason Sooy he's in Denver Colorado Um, he was actually just on a panel with Jason Pantana at Edge Yes So actually and Summit I forgot about that Yes, um so Jason his highest and best use.

It was one of the first calls we ever had I was actually fortunate enough with Jason I saw him in person, we did two coaching calls and then I met him in person. Yeah I happen to be traveling again and I was in Denver and I met him. He is amazing. He is so paralyzed by the details.

He gets that analysis paralysis that he is not more effective with other lead sources. So his solution and what we worked with him was we had two parts right. We looked at all the work that he does like him truly and we said okay this is all your work this 20 % that you're doing which was meeting people and having having building report discovering problems. yeah, getting you 80% of your business.

Yeah so we need to find someone else to do all the rest of that work. That's going to get you even more business. and so and it took a while. It took us six months to find the right assistant, but since then he has.

he's actually having his best year this year. Yeah and this comes after having a four-month drought. Sure! So he went no business for 4 months. We and then I come out of the J curve and like oh my God that was a really good idea.

but right here. Oh yeah, most people never take the action right here. Most people quit. Yep, they quit on themselves and they follow them.

Find themselves back up here again after clawing back. So congrats on getting through it. well. And so one of my other coaching clients uh Chelsea Ross actually also on a panel too.

Um, but she's actually in the bottom right now. Yeah, and she knows it. Yeah, and we're there. She is a big picture thinker.

She's very similar to me. which means that being in that you know this small daily task calling is a is a struggle for her. Oh, it's her assistant actually has to sit there and stand over her while she makes these calls. So I was like why are we doing this? Why are we trying to force something that's not the best fit for you Yeah.

So she hired a lead management specialist. Perfect. And we've been working on what that means. And it's not just an Isa this is the person.

The goal is is that this person's going to manage the people that run the leads right. and so this and it's become more effective. She gets a lot of her business from Zillow She is crazy enough at like 32% conversion rate with Zillow leads. That's not crazy she.

well she's got she got. She's got a lead manager who's actually nuring nuring nuring. this is before the lead management. Oh it's like I said bananas when she told me I I I Couldn't speak for two minutes because I was so shocked because the average is what five to six% So it's it's maybe 10.

Yeah, it's crazy. But then we learned that all of those leads were the quick conversion MH all of the other leads she wasn't following up long term. She didn't have time. Yeah, so we had to leverage somebody else to get follow up on all of that.

So now we're also packing those leads for the future so that she doesn't have the big drop. That's a good inside for everybody listening. Um, we did a study uh, late last year and again secondly in the beginning of this year where we mentioned the 115 days on average for All Leads before you get them under contract, right? So every day you don't make your calls every day, you don't follow up every day, you don't send an email every day You don't don't don't don't don't you're pushing off a transaction by 115 days like that's just the data Ma. But the interesting part of it was, um, one particular one particular cohort of clients.

Uh, they had generated a large number of leads in a quarter. let's call it 4,000 but it was like a 4,900 and whatever. The number was right, but a large number and they closed 91 transactions called like 1.2 1.3% and and many people would be satisfied because some of those leads came from open houses and Facebook this wasn't past clients and referrals like this was like all those other sources leads. But what was fascinating was when we looked all those all those leads generated.

MH We went 12 months out and then looked back at that quarter into the title records to see how many of them had converted for every one that they got. Four people bought a house from somebody else. Yep, for every one that they got, four people bought a house from somebody else. And what it also called out was we need lead nurturers.

We need more than just an email and a texting campaign. You actually need someone to call and say oh my goodness Sarah how's it been Hey I just noticed another property come up. Would you like to take a look at it right? Like it's that personal one on one stuff that drives High conversion the other. So you need that.

Which you absolutely do. Here's the problem where most agents fail. Tell me they don't. You're saving this for the end of the podcast.

I Know, sorry, hope you made it this far. Tools: They need the tool they need. the system that reminds them. Yeah, when to call, who to call If you have 4,000 leads, even if you have 100 400, you're not going to remember.

when did I call Tom Ferry to check in to see how you know how the house home search is coming. You're not going to remember that. So what I like to do is I Like to instruct my agents and have them focus on creating not just drip campaigns, Not the cold impersonal. You know you can tell it's drip.

Yeah, time to change your ring gutters. Yep, yeah, task management campaigns. So it's just a campaign For example on follow-up boss that says call yes, check in yeah and then you go every day. So Marissa goes into her tasks every day all of my coaching clients can go.

It doesn't matter what CRM I mentioned follow-up boss because it's what I use. Yeah, but they go into their tasks and they're like great. These are all of the people I need to communicate with today and is there a note associated with it because if there's a note Associated I don't want to me I don't I don't want have to remember I want to go hey Emily just following up to say remember in three months we're doing a podcast right? Whatever. and that should be and that there should be a note.

There should be the what you're talking about next. There should always be a next plan. And if you don't have the ability to create this long drawn out drip campaign for seven years for your past clients, then just focus on the next task. Not one person in your database should not have the next thing that you need to do the next time you text.

the next time you call. Every person, even just a check-in Every person. Everything because you don't know when that. We don't know when somebody's going to buy or sell.

But as you like to say, proximity, proximity is important and and acknowledge that circumstances change all the time. The guy that one of our clients uh, I met him as a hairdresser, right? So he used to cut my hair. he said, oh, by the way I think I want to go into real estate I was like, well, funny, funny, you bring that up, right? Well so now he cuts my hair. but I think it's really like a free coaching session.

Yeah, and I pay him for it, right? So it's even better. But he meets me at my house, shout out to Chris and uh and literally says to me just a couple days ago, oh yeah, remember that remember that couple I sold that house to that I met knocking on doors and then they end up buying a $500,000 house but they were also starting a restaurant I'm like yeah and he's like well, guess what, they're selling that house because they need the cash from that to fund the restaurant which is going to make them more money so they can buy a bigger house and I was like is't that funny We we oftentimes forget the reason why people are moving in 2024 is because circumstances have changed and if you're not in proximity, if you're not following up, you miss the opportunity and they run into an agent. They meet somebody else. All right.

So as we wrap I want to just go I want to go back through our list. Okay, first thing I have to do is I have to look at where all my transactions came from. Don't be lazy. Go granual.

Yep. second thing: acknowledge what were the plans that I did that caused it to happen? Yep, and then convert that into micromarketing plans y micromarketing plans in order for me to get there. acknowledge the seasonality of the business when I need to be pushing harder on marketing El lead generation and then pull it back a t because I'm going to be out showing houses and doing deals and negotiating and all that other stuff. But then we pivoted to the acknowledgement that people need a partner, right? Especially if you're a super high ey not real organized right like then then acknowledging you need the yin to your yang and it keep in mind it doesn't have to be a person.

Yes, because I promise you there's at least one person out there. Rob There's all that. but there's at least one person out here that goes well. that's great.

She can afford it. Yeah, right? I couldn't Always yeah, couldn't always. You know? So it doesn't always have to be a person. Sometimes you start with technology and figure out just makes life this much easier, right? and then this much easier and then this much easier until you're at a point where you're like, okay now I Can now I can afford to leverage someone else? Yes, and sometimes that's an assistant or sometimes it's bringing someone in to share that commission with you if you can't afford to pay them.

UPF Front right? Smart smart. Okay This was a powerful show. We got a lot of insights on how to win in 2024. Thank you so much.

If they want to follow you, should they follow you on? Instagram Yes Instagram is going to be the place to come. it's just coach Emily Terrell Y Super simple. Um, having such a great relationship and you've lost how much weight like in the last 50.5 PBS 50.5 PBS Congratulations Okay, super proud of you. Thank you so much for watching.

Think about who you should send this to. Who should you send this to Who needed to hear this message today? It would be a loving gesture if you fored it to a friend. All right, Thanks so much for watching. We'll see you on the next show.