How To Find a $1B Honey Hole of Your Best Future Customers

Good morning. Welcome back to Profit Activator Week and we're talking about now Prophet Activator 2. And yesterday we talked about finding invisible prospects and how to draw them out. People that you can't really tell who's going to do what.

So, we need to draw them out using a catalog or a report or some a book title that gets them to raise their hand. Now the second part of profit activator 2 is what do you do when you have visible prospects meaning you can get a list of them. So just as a refresher we talked about lakefront home owners as being visible prospects lakefront home buyers being invisible prospects. So let's take the idea of thinking about the inevitability of certain numbers of your existing visible prospects doing something.

So if we know for instance, which we do in Winter Haven, that there's just over 2,000 lakefront homes in Winter Haven that exist right now. And we know that there is about a 4% turnover rate of those homes each year. So somewhere between 80 and 100 of those homes are going to sell each year. And it's very predictable.

Now, what we know for certain is that every lakefront home that comes on the market in the next 12 months is going to be a subset of one of those 2,000 people. It's inevitable. There's that's who it is. So, we only need to get known by those 2,000 people.

And what's even more important is that we don't need to get known by all of them. It's more important that we know who are the 80 or 100 people that are going to sell their house in the next 12 months. If we knew that, that would be a big advantage. So focusing our consistent taking on of this market over time, we know that over the next 2 years, there's going to be 200 of these people sell their home.

So that gives us a long runway of being able to plan to dominate the lakefront homes if we're able to create that market maker position of continually finding people who are looking to buy lakefront homes and we're communicating with the people who are uh who own those homes. The best thing that we could do is again take our idea of separating the compelling from the convincing. Now most people do even if you have visible prospects is they're trying to convince people to do business with them. And when we do this so I look at it that there's there's three levels of what we could do here.

The first level, which most people do, is they shine the light on themselves and they declare themselves a lakefront specialist. So, we'd mail out postcards that, you know, Dean Jackson, top lakefront realtor in Winter Haven, call Dean and start packing all of those things where I'm the star and I'm trying to get my name out there. That's level one. And you see it everywhere.

So, it's the same thing with any company, putting out their name and their slogan and and what they do. Then the second level that people go to is shining the light on their prospect and saying, you know, thinking of selling your home, find out how much your home is worth. get uh you know sell your house in less than 90 days guaranteed where it's all focused on them and it's subjectively directing them to an action do something. But if you're going to dominate a marketplace, if you have the patience and the foresight to think like a chess master and think two or three moves ahead and you start to think, what would my visible prospects, what are they thinking and what's going to be the genesis thought for them before they actually put their house on the market?

Most people are not impulsive about doing something big like this. Whether it's putting their house on the market, choosing a financial advisor, choosing a roofing company, whatever it is, they're not impulsively thinking that they need to uh pick someone right away. They don't wake up one day, let's sell the house, call the realtor. What they're probably thinking is, I think we should move out to the country or I think we should this house is too big for us now.

I think we need to downsize or you know move somewhere smaller or we'll you know go to another town. And that thought if you really think about it always comes down to what is my house worth? How much am I going to get for my house? So people can put some math on doing the uh calculations that they need to kind of mle the decision around in their mind before they actually make the decision.

And there's a difference between putting somebody in the spotlight and putting them on the spot and just giving them information that doesn't feel like they're committing to anything. So, find out how much your house is worth is a I have to I reveal myself. I'm probably going to be talking to a trained salesperson and I I've I'm not I'm reluctant to do that. I'm not ready to talk to a realtor yet.

But if you take this third approach and instead of shining the light on you or shining the light on them, if you take the light and you shine it over their shoulder and illuminate the information that they're looking for in a way that feels like they're discovering it, even better, that they're voyering in on something. That's why we do things like the August 2026 report on Winterhaven Lakefront house prices. That sounds like we're getting objective data on all of the homes that have sold. I'm smart enough if I'm a lakefront homeowner to know that if I had the teachers edition of the algebra book and I could see what all these homes are selling for, that's going to be an advantage for me.

But I'm also smart enough to recognize that that report that's already done. I can just voyer in on that. I'm not having anybody go out of their way for me or do anything special. I'm not obligating myself.

I could just take this report. And by doing so, what you've done is you have turned a visible prospect into a visible prospect with intent with somebody who's much higher likelihood to sell their house. So now the most important thing is that you are getting known in advance by people who are likely to do what you're hoping to help them do in the next 6 12 24 months. That's where the real value of thinking about you know uh visible prospects are.

If you think about the total value, the yield of that marketplace, if you use like a financial advisor, we we've had the same thing. I realize that what most financial advisors want is they want an ideal client who is, you know, going into retirement that has a couple of million dollars that is, you know, trying to transition from their turn their assets into income that's going to last for the rest of their life. And the good news is when you're trying to get a visible prospect list like this, there's so much data available. for one of our our u adviserss.

We were able to find a list of people who were married homeowners 62 to 67 years old living in a million dollar home with 1 to2 million investable assets and conservative voters. And we were able to find 4,300 of those people within a 20 mile radius of where his office was. And I realized in that moment that if you have a,000 people with a million dollars, that's a potential billion dollar under management, which would be a super home run for a for any adviser. what they're really hoping is to get to a hundred or $150 million in assets under management.

So, if you adopt this pool of super highly targeted people and you just focus your energy on getting those people to know that you exist, to like the things that you're saying, and to trust you just by offering them something that they can do to raise their hand. Now another way to find visible prospects is to think about inevitabilities. What is something you can see a group of people marching towards a certain outcome? I'll give you an example.

Uh roofing companies. If you're if you have a roof on your house and it's a shingle roof, there's a good chance that that roof is going to uh last maybe 15 years. But in that 13 to 16 year range, 80% of all the roofs that are uh existing right now are going to need to be replaced. And I was thinking about this when uh Joe Polish and I did a yellow pages roulette episode of I Love Marketing podcast and we open the page and we would brainstorm ideas for that business.

And the business was roofing and I was thinking about where I uh was a realtor in Toronto in Halton Hills. When I was uh there, there were a lot of homes being built. So, there's a couple of thousand homes that were built in a two or three year period, and they were all coming up to this 15-year mark. And I did the math on this that if you have, you know, 2,000 homes that were going to need a $15,000 roof at some point in the next three to four years, that's a $30 million pool of people who are inevitably going to replace their roof.

It's the same thing with HVAC with with your air conditioners and furnace that they may last 10 years and somebody's going to have to replace that. So, it's super smart to find, if you're a roofer, homes that were built 11 years ago and just focus all of your attention on that 12, 13, 14 uh year period and think about what that could be worth to dominate that entire market. And that may mean doing something that's seemingly counterintuitive by getting people in advance and helping them with a message of extending the roof life, extending the life of their roof that nobody wants to or looks forward to getting that $15,000 roof. And if there's something they could do now with an annual sort of uh, you know, treatment that could help extend the life of the roof, that's going to be a uh really endearing thing for you where you get somebody who now you have a roof under management and when inevitably the roof needs to be replaced, you're going to be the trusted provider of that.

So compelling these prospects to call you, whether they're invisible or visible prospects, is the driving fuel of what will uh take your business wherever you want to go. I got a funny email the other day from Rick. It says, "Dean, question. Are you saying you can teach me to make fat stacks by hanging out at a pub drinking coffee like you?"

And I laughed to myself because I was thinking, you know, yes, I I can do that. That's what I do. Is the funny thing, what I really realized is that every idea that I've had, every dollar that I've made over the last 30 years has gone through my brain, through my pen, onto a piece of paper in my journal before it went out into the real world. And if I can turn people on to that activity as a driver for what to do, what to think about, what to ask yourself to draw out, what the next most valuable action is for you, and how to find the most profitable things that you can install in your business.

I'm all for it. So this Friday at 100 pm I'm going to do for the first time a 50inute profitfinder workshop and you're going to join me live on Zoom and we're going to go through a 50inute exercise. Bring your pen. Bring a notebook or piece of paper.

And I'm going to guide you through a thinking process that will help you identify where the lowest hanging fruit is in your business and maybe some fruit that you didn't even know was there. But I'm going to show you where to look for it. So, it's free. It's for you.

m. this Friday. Just watch. Go to What did we call the website, Josh?

>> 50inut profitfinder. m.