Volume and Speed – that’s the secret. Make sense?The larger the volume and the greater the speed – the more money you make. So how do we maximize revenue throughput in your practice? FIRST, to increase the VOLUME of revenue you need to have MORE quality marketing “systems” working to bring you clients. Marketing “systems” are proven, predictable ways of bringing you prospects and clients without you having to spend your valuable time finding, sorting and sifting them. Remember…your job is to do the highest paying tasks: Working with clients, closing deals, and making money. Hence, the more marketing “systems” working for you, the more client flow…and the more money you make. Problem is…most agents’ marketing doesn’t work – because they don’t understand how to create marketing “systems” that helps them leverage their success:
- Selection of a motivated market, powerful message, and efficient medium, AND creating automated systems to sort and sift leads so they’re pre-qualified before you speak with them,
- Establishing a depth of relationship whereby you become the automatic choice whenever they think real estate, and,
- Creating self-serving, motivating reasons (irresistible offers) to act on your behalf in ALL of your marketing.
It’s That You’re Getting NO RESULTS!If you knew for every dollar you spent in marketing you got back $3 dollars…or $5 dollars…or even $20 dollars, you’d spend marketing money hand-over-fist, wouldn’t you? You’d spend as much as possible because it’s multiplying your investment. So the real problem you’re facing is not the amount of money or time you’re spending…it’s the return you’re NOT getting on your hard-earned investment (time and money). This is what I mean by efficiency. An efficient marketing system will produce a strong, fast return on your time or money (like water flowing fast through a pipe)…and a poor marketing system will produce a lousy return.
The problem with most agents:
- They have TOO FEW systems (poor volume)
- producing TOO LITTLE business (poor efficiency)
How to Evaluate and Select ONLY the MOST Efficient Marketing Systems in Your Real Estate Practice…Thereby Maximizing Your Throughput of Revenue and Profits…Let’s look at 2 examples of marketing efficiency. The first is what I call “The Dumbest Strategic Mistake” (so you know what to avoid), and the second is “Smart, Effective Marketing.” The Dumbest Strategic Mistake: The other day one of our new Service For Life!® agents (www.serviceforlife.com) called me out of frustration. She was really upset because she was in the process of creating her “house list” and relationship marketing system when her broker laid into her saying… “Quit messing with gimmicks. The ONLY way to build your business is to walk neighborhoods and cold call. Everything else is a waste of time and money…” Hey…I understand the idea of not wanting to spend any money to get clients – especially if you have no money! But this ‘dinosaur’ wanted her to sort through the no-call lists for any poor slob who hasn’t registered yet, and start cold calling and walking neighborhoods hat-in-hand looking for business. Listen…thinking that there is “no cost” to cold prospecting is about the dumbest thing I’ve ever heard. In fact, cold prospecting is one of the MOST EXPENSIVE (least efficient!) way to generate clients – not just from the emotional drain, but financially too! Want proof? OK, let’s do the math. If you want to be an “above average” agent, your time should be worth at least $100 per hour (and there’s no better time to begin valuing your time than NOW, don’t you think?). And if you’re an “average” cold-prospecting agent, you’ll get ONE client for about every 100 calls you make (not to mention the mind-numbing humiliation and rejection you’ll endure in the process). And don’t forget the “no-call” lists you’ll have to sort through in the process – more time and aggravation. OK…let’s see…if you spend an average of 4 minutes per call (many will be longer), then it will take you, statistically, about 400 minutes to call 100 people to get ONE client (that’s if you close 100% of them – which we all know won’t happen). Divide 400 minutes by 60 minutes per hour, and it took you 6.67 hours of direct-abusive cold prospecting to get ONE client. Multiply 6.67 hours by what your time SHOULD be worth ($100 per hour at least), and it cost you $667 to generate ONE client – not including the emotional drain.
Did You Know You’re Paying $667 For Every Client You Generate Cold Prospecting?At first glance you don’t think you’re paying anything because there’s no money flowing out of your pocket, right? No so. Just because you’re not spending money doesn’t mean it’s not costing you a bundle. You’re paying through the nose in LOST BUSINESS – what you could be making with an EFFECTIVE marketing system…a system that attracts clients automatically while you spend your time doing the most productive things: working with clients, closing deals, and getting paid. We all get paid by the hour. And the question is: How much money do you make with your time? But wait. You may be paying much more than $667 per client cold prospecting. For example, one of our Service For Life!® agents (a subscriber for more than 8 years now), Linda Fogarty from Tinley Park, IL now makes nearly $300 per hour. This means…if she wanted to subject herself to such torture…cold prospecting would cost her over $2,000 per sale! And if you walk neighborhoods, it’s gets much worse, because it’ll take you almost 8 minutes per “call.” The moral of the story?
The More You Value Your Time, the More UN-Profitable Manual Prospecting Becomes!Let’s take a look at how to generate clients for a fraction of that cost – more money in your pocket – by using… Smart, Effective Marketing: Do you remember the simple “Critical Mass™” calculation I covered in this past real estate marketing article? We learned, for example, that a “house list” of 280 people who own their home 7 years on average, will produce 42 transactions each and every year (280/7=42). The % of those YOU receive depends on how well you’ve nurtured these folks. A house list of 500 produces 71 transactions per year on average. Are you following me? So let’s test the efficiency of marketing to a “house list” with a proven prospecting, stay-in-contact, and referral producing marketing system like Service For Life!®. Let’s Look At Your CLIENT GENERATION COST… The less you spend (in time and money – and hassle!) to generate a client, the more commission you put into your pocket, right? Let’s try an easy analysis… You’ll spend about $.85 per month per issue of Service For Life!® you’ll send to these 280 people. That means you’ll spend $238.00 printing and mailing each issue each month. So how do you calculate your COST PER CLIENT GENERATED? Well, first and foremost, it DEPENDS on your Personal Market Share™ percentage. Personal Market Share™ is: How predisposed are your prospects or clients to doing business with you? In other words, how good is the quality of your list? Let’s work some easy numbers. If you harvest a measly 20% Market Share of these folks each year, that means…
- You’ll spend $2,856 for the entire year sending 280 issues per month (to make 3,360 impressions)…
- If you harvest 20% of the 42 transactions, that means you’ll get 8 deals from the list.
- DO THE MATH: $2,856 divided by 8 transactions means you’ll spend $357 per client (NOT $667 to $2,000! as you would from cold prospecting – not to mention the torture and rejection you’d save yourself in the process!). You’ll also make between $32,000 and $96,000 in commissions, depending on the price of homes you sell – not a bad return on $2,856, don’t you think?